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Facebook Ads

Advertising on Facebook is currently one of the most popular and one of the fastest growing branches of online advertising. More and more advertisers are getting convinced about this form of advertising their products and services, due to the great possibilities of tailoring the offer to a specific group of recipients.

It is also an extremely flexible form of advertising – you can spend EUR 1 or EUR 1 250 a day. And you can measure, analyze and improve all of this.

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Advertising in the most popular social media channel
Campaigns focused on customer acquisition or image building
Clear and convenient activity reports

Facebook as the biggest social medium in the world gathers millions of users – your potential clients. All you need to do is to find the right ones and show them your marketing message.

How to create a Facebook ad? Check our Facebook advertising guide below!

Advertising on Facebook – lots of advantages!

When advertising on Facebook, you are where your customers are. You can use a wide range of advertising forms – from films to ordinary graphics or 360 posts. Advertising on Facebook with its content or form can engage, shock or trigger other emotions and feelings that will have a positive effect on the brand-customer relation. You can reach any audience – listeners of a specific radio station, fans of impressionist painting or people who like sweets without palm oil.

The budget flexibility is also an unbeatable advantage, as well as the response time. You can turn Facebook advertising on or off at any time. It can also be scheduled to be displayed at specific times. It is therefore possible to react quickly to any variables related to our business – weather, calendar day, unexpected events that may be important from the marketing point of view.

Facebook advertising – types of audience

The first reason why Facebook advertising is so effective is precisely targeting people who may be potentially interested in our products or services. We can choose from hundreds of variables within 3 main options.

Saved Audiences

A group of recipients built on the basis of demographic data, behavior and interests. This method offers the broadest targeting possibilities. You can reach people who are currently engaged, people from a given age group, people interested in a specific radio or press title. Matching options basically contain all of Facebook’s resources. This means that regardless of your interests, you will reach the people you want to reach.

Custom Audiences

These are recipients who have already had contact with your brand. There are many options, and it is the Non-Standard Recipients that are the group among which it is worth looking for your potential customers – after all, thanks to this option, we will reach the people who have already shown interest in our brand. In the past, such people had some contact with our business, e.g. they entered the website, liked the post on the fanpage, or downloaded the application.

Lookalike Audiences

Recipients created on the basis of previously created groups of non-standard recipients. Facebook looks for similar people across the country or region based on data from people in a custom group – from 1% to 10% of people from these locations. An example should make this clear:

We have a group of non-standard recipients – people who visited our website within 60 days – this group includes 5600 people. Each of these people has dozens of data on age, gender, interests, location, activities, etc. Now we want to create a similar audience based on this group. When creating such a group, we choose the source from which the new group is to collect data (on which the group is to be modeled). We select the aforementioned group of people who visited our website within 60 days.

Based on these 5,600 people, Facebook creates a group of people similar to: from 1% to 10% (depending on the choice) of people from a given region, in this case from Poland, by setting 1%, we will obtain a group of recipients of approximately 170,000 people; (analogically – 10% would be 1,700,000 people from Poland). 100% of people – that is 17,000,000 people is the number of people in Poland who have an account on Facebook.

In this way, on the basis of a group of 5,600 people, a similar audience of 170,000 people was obtained.

Note! Make sure that the audience is not too large. Usually, we do not create collections of more than 300,000 people, as such groups may turn out to be “diluted”, which is simply too general. Test what size of audience works best for your ads. Generally speaking, when advertising on Facebook, it is worth testing everything – time, budget, recipients and content.

Advertising on Facebook
meet your audience!

Facebook also provides a great tool for audience analysis. Audience Insights – because that’s what we’re talking about – will show you what a given group is interested in. If, for example, you want to check what teenagers in large Polish cities are interested in and, for example, with which websites they are most often associated with, then thanks to Audience Insights you will it find out quickly. You will find out which fashion blogger they like best, what culinary program is most often chosen in this group, what kind of music is listened to. You can do this type of analysis regardless of your place of residence, gender or age.

It is a really powerful tool, which in many cases turns out to be invaluable – especially in case of advertising on Facebook, as well as content marketing and influencer marketing.

Facebook advertising – easy peasy

Another factor influencing the popularity of advertising on Facebook is its simplicity. Of course, the simpler the mechanisms we use, the worse we are likely to spend our money. This is often the case, and not only with Facebook. Nevertheless, even someone who spends EUR 50 a month on advertising on Facebook, knowing the tools even superficially, will probably already benefit from this form of advertising – especially by showing up locally.

However, the higher the budget, the more appropriate it is to learn about the tools designed to edit ads. The more we use them, the more efficiently we will use our advertising budgets. That is why many clients decide to hire a professional agency to run Facebook ads.

Facebook advertising coverage

Thanks to the advertising system on Facebook, each time before publishing an advertisement, you will receive the estimated reach of a given campaign. At certain levels of FB ads creation, you can define how many times on average the recipient should meet your ad. It can be either once or for example 3x.
Therefore, you can create ads in terms of reach, but also for other specific purposes – e.g. link clicks or website visits.

How to advertise your business on Facebook? Forms of FB ads

If you want to create an ad (post) from scratch, depending on your goal, you can create:

Video
Present your brand with a video. The video may be max. 240 minutes and can be vertical or horizontal (16: 9 or 9:16). 360-degree films can also be used here.

Slideshow
A video with 3 to 10 images. It may sound old-fashioned, but you can still use the format in a very creative way. The advantage of a slide show is that it is easier to produce than a movie.

Image
The most commonly used format. Single graphic. Importantly, the image must not contain more than 20% of the text. As in the case of video, images can be vertical or horizontal (16: 9 or 9:16). If the graphics resemble text to some extent, you can ask the portal administration to manually check the content – it should not take more than a few hours.

Instant Experience
This is an additional mobile-only option that you can add to any ad format (although with the Collection format, instant material is already assumed). The instant material will open after clicking on an advertisement, e.g. on a picture or a slide show. As in the case of the Collection format, the recipient will open a panel called the environment where we can create a panel similar to a mini website with videos, animations, photos and texts. Facebook allows us to create Instant Experience from scratch or use a ready-made template.

Collection
It allows you to present many photos and videos, mainly used for product presentation (great option for e-commerce). After clicking on the ad, a scrolling panel opens, similar to a website (although the recipient is still in the app), with videos, photos and descriptions. The collection can display products dynamically, like a carousel. An excellent format that combines brand presentation with product sales.

Carousel
Most often used for the purpose of selling from the catalog, although you can definitely use its potential for other purposes as well. A carousel is a few (max. 10) cards with separate, square images or videos (the recommended proportion is 1 × 1). Each of the cards may have a different description, header, and, of course, video / images.

Once you have chosen the format of your ad, you will set what exactly should be in it (texts, links, headings, etc.)

You can also take a shortcut and choose to promote an existing post from your Fanpage.
However, taking a shortcut usually has consequences. If you choose to use an existing post, you won’t be able to change anything in it, it will be advertised as it was created on the fanpage. Therefore, consider creating a post from scratch, thanks to which you will have control over texts, headings, link descriptions, button texts, etc.

Facebook pixel, its events
and the issue of remarketing

Building an audience based on interests, locations, jobs, age, and more is just great. Thanks to this, we can reach people who do not know us yet, but who can potentially become interested in our brand.

If you have any experience with marketing, you know that the recipient who already knows the brand or uses it (e.g. using services/products) has more value. That is why remarketing is such an important aspect in this industry, that is reaching people who have already had contact with your brand by e.g. visiting your website.

However, in order to know if a given person has visited your website, the website must be properly connected with the Facebook advertising system, such a “connection” is made possible by the Facebook pixel.

What is Facebook Pixel?

A pixel is a small script, a few lines of code that are placed in the code of a website, at the end of its “head” section. A pixel is called a tracking code that checks if the person who entered the website has a Facebook account with which that person can be linked. If it has, it adds such a person to the database of people you will be able to reach later during the ad display.

Note! A pixel collects data from the moment it is installed, so if you want to create a properly functioning group of recipients who have visited your website in the last 14 days, for example, the pixel must work on the website for a minimum of 14 days (the pixel collects data for a maximum of 180 days).

You don’t have to be a programmer to use and understand Pixel. You just need to install it on your website once and test if everything works properly.

Pixel is not everything
what are events?

Before we check if a pixel is working properly on your website, let’s explain what events are.

If you already have the basic pixel code installed on your website, you can build remarketing groups by targeting people who visited your website. But what if you would like to reach people who took specific actions, e.g. added a product to the cart or sent an inquiry via the contact page? This is what events are for.

Thanks to the basic pixel code, you can reach people who visited your website, and thanks to events, you can reach people who performed specific actions on it.

Events are installed on specific pages (the event fires after the page is loaded) or elements, e.g. buttons (the event fires after pressing a button).

Examples of events:

ViewContent

the event most often found on product cards.

AddToCart

an event to be installed in the cart or the “add to cart” buttons. Thanks to this event, we will know how many people have visited the basket.

Purchase

the event that should be on the so-called “Thank you page” after making a purchase, thanks to this event we will know how many people have made a purchase.

Based on the events, we can build groups of recipients. A good example of using events is, for example, reaching people who have left the cart with an advertisement (all people from the AddToCart event, excluding people from the Purchase event)

Pixel Helper

If you are a google chrome user, you can install a pixel helper plugin which will show you active pixels (and events) on certain pages.

Facebook Dynamic Ads

Dynamic advertising is one that, based on the data from the pixel, shows the recepiente relevant content.

Pixel events with appropriate parameters can be used as data sources for dynamic ads using catalogs (the pixel must then be connected to the catalog).

The dynamics of these ads is based on adjusting the ad not only to the group of recipients (as in the case of regular remarketing), but to a specific user – automatically, of course.

Therefore, thanks to dynamic ads, you can reach a remarketing group with your products that has, for example, 5000 people, and each person will see the product that they previously viewed on the website. Something beautiful – if a bit complicated.

However, in order for events on the website to provide data on what product was displayed by a specific person, the events must contain parameters. Therefore, we have a pixel, the events, and the events parameters.

So, for dynamic ads on Facebook to work, you need:

  • A pixel on the website
  • Installed events on relevant sites (e.g. ViewContent, AddToCart, Purchase)
  • Events should have a so-called advanced parameters such as: value, currency, content_ids, content_type, and their values
  • Product catalog must be linked to a pixel (the pixel must be the source of event data for the catalog)

Let’s face it, the topic requires a deeper analysis, but hard work will reward us with the brilliant opportunity that Facebook gives us, namely dynamic ads.

Maciej Popiołek
Head of Content Marketing

Facebook is a place where you can find and meet your audience. It is a powerful platform, and we know which tools are the most applicable to your business.

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