Facebook Ads

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!

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 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.

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

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).

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)

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)