October 31, 2017
As the world’s largest social media platform, Facebook and its users can be a tremendous opportunity for connecting businesses with customers. The platform offers a variety of ways to advertise to and engage audiences for business of all sizes and budgets. However, understanding how to optimize a Facebook ad campaign is not easy.
Here are eight Facebook advertising features you need to be using to reach your customers today.
1. Carousel Ads
Carousel ads are a Facebook ad format option that incorporate up to 10 different images in a single ad. Users can click and scroll through the images, which provide content limited only by your imagination. You can tell a story, showcase products, provide benefit details, and offer deals and promotions. Using such a powerful visual tool in your Facebook ads can encourage greater brand awareness, user engagement and higher conversion rates.
2. The Facebook Pixel
The Facebook Pixel is a piece of coding you place on your webpages that gathers and reports information about your website visitors. With access to powerful data like website visits, product purchases, or webpage behavior, the pixel uses that information to help you target your advertising more accurately on Facebook.
Once you add the Facebook Pixel to your site, you can create Custom Audiences on the Facebook ad platform to hone in on interested customers. Plus, you can use that same data to target Lookalike Audiences on Facebook. These are people who might not have visited your site themsleves, but match the profile of people who do.
3. Website Conversion Campaigns
The Facebook Pixel offers a great option for tracking calls to action (CTAs) and a subsequent way to use that information to create tailored ad campaigns. With Website Conversion Campaigns, you can track whenever someone completes a particular CTA on your website. You can then take that information and use it to tailor Lookalike Audience targeting on Facebook to reach users more likely to respond to your CTAs.
4. Tailored Ad Targeting
The Facebook ad platform offers three powerful options to reach users that are more likely to be interested in your products and services.
- Behaviors: Your ads will appear in the newsfeed based on user behavior. These can include the kind of device they use, if they’ve purchased similar products and services, or if they’ve traveled to particular locations.
- Interests: From the beginning, Facebook encouraged its users to share their interests. You can target ads based on this information, such as hobbies, music, apps, and more.
- Demographics: The basics of advertising are demographics. They help target your ads to people who meet your ideal customer profile. You can select categories like age, income, gender, finances, and others.
5. Custom Audiences
Existing customers are more likely to engage again, more likely to use your products and services again, and more likely to want new information from you.
You can create Custom Audiences by uploading your customer data to Facebook and using the ad platform to target those customers right in their newsfeed. You can leverage your website visitors, contact lists, and (if applicable) your app users list.
6. Engagement Ads
Engagement Ads are a means of leveraging people who have engaged with your content before. This type of Facebook ad is used to spread the word about your brand from an interested user’s newsfeed.
For example, if someone liked a post on your business page, that post will start to appear in the user’s newsfeed for all their friends and contacts to see. The concept works like a digital version of word-of-mouth. People can comment, like, and share your post for higher engagement with an interested audience.
7. Video and GIF Ads
Video has the highest level of successful conversion in online advertising than any other format. If you prefer something with lower cost, Facebook GIF ads work in a similar manner. GIFs are moving image videos that often look like clips from long-format video. They’re smaller, quicker to view, and cheaper to create, but are equally attention-grabbing.
8. Lead Ads
Online users crave speed and convenience. Anything that puts a stumbling block between your customer and a sale has the potential to lose that sale. Facebook Lead Ads take some of those obstacles away. A Lead Ad is intended to grow your customer lead list by getting people to sign up for information, provide an e-mail, ask for customer service, or anything that encourages engagement.
When you set up a Lead Ad, a form appears populated with information that the user has already provided to Facebook. With a low threshold of effort for the user, they never even have to leave Facebook to engage with you directly and provide valuable customer data.
Rae Steinbach is a Content Strategist for Taktical Digital, an award-winning performance marketing agency in NYC. She helps guide clients to curate content across platforms that complements their marketing strategies and builds a more cohesive brand identity. When she’s not working with brands of all sizes in a range of industry verticals, Rae most enjoys exploring the NYC food scene.