Facebook Ads give a wide range of options for digital marketers.
It can be hard to stay behind and optimize the ad copy and visuals according to the the different ad types, image specs, text limits and available objectives.
We made the ultimate research and gathered all the information in one simple Infographic.
Anyone who is running Facebook Ad Campaigns needs to save this infographic as a bookmark, or print it out and attach it on the office wall. You will never need to look any further – you can have all the technical information you need at one glance.
So, take a look at all the Facebook Ad text & image specs, updated in 2015. - See the full-size infographic here.
Even bigger, full-size version of the infographic here.
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Facebook has a targeting option called “Custom Audiences” that lets advertisers find their existing audiences among Facebook users. It has a wealth of different benefits, and we gathered a list of some rather unique and interesting ways to use this targeting option.
Find More Business to Business Leads
Those hoping to improve their B2B leads can do so relatively easily with the help of Custom Audiences. Consider the types of companies you want to do business with and then use their information when creating your Custom Audiences criteria. You can find contact information such as phone numbers and email addresses from the company pages, and create a database and your custom audience based on them. Focusing on those business’s pages, as well as the people who are key decision makers in those companies, can help to put your brand and products in front of them. It makes them familiar with who you are and what you are offering before you ever contact them. In some cases, they may choose to contact you based on the quality of your ad and what you happen to be offering.
Retargeting Potential Customers
The retargeting aspect of Custom Audiences is where this targeting method really shines and where you can find some very creative and interesting ways to use it. For example, you can retarget based on visits that a person had to a product page. Create a new Custom Audience based on the products or services that people last viewed on your site. You will be able to target an audience already interested in the product with a laser focus.
For example, if you sell a certain type of coffeemaker, you can target customers who looked at that specific model. They’ve already thought about your coffeemaker, and when they see an ad for it on Facebook, they will recognize it and the chance of them actually clicking on the link and making the purchase is much higher than if you were to cast that same ad out to a wider and unfocused audience. Consider offering a special promotion for an ever higher response-rate.
Target New Customer Groups
Instead of having advertisements show up on all of your customers and subscribers’ pages, you can choose to focus some of your ads on brand new customers. For example, if the ad encourages people to sign up to your newsletter, you don’t want to send that ad out to those who are already signed up to receive it. You can add their email addresses to this campaign as a negative list, so that they will not see those ads on their Facebook news feed. This ensures that the viewers who do see it are new.
Make It Personal
While you can’t create an actual personalized ad for everyone out there, you can do something that will make the ad seem more personal – use the person’s first name. You can look at your email list and choose the most popular and common first names. Then, you can create Custom Audiences, and use a specific name for each one. The advertisements they see on their page will have their name on them, and that makes them instantly seem personable. This is especially true if these people are already a part of your target audience and have shown prior interest in what your company offers.
Cross-Sell and Up-Sell to Current Customers
Another great way to use Custom Audiences is to cross-sell and up-sell to the customers that you have right now. By showing your current crop of customers some of the other items that you have available, including some higher-end items, it could prove to be a very good sales opportunity. These techniques have always been popular and effective in sales, and thanks to Custom Audiences, it’s actually easy to implement in the online world. Just create a Custom Audience that looks at the items recently viewed and then suggest other items that the customer might also like or prefer.
Merge With the Email Campaign
Email campaigns are still extraordinarily successful when it comes to engaging with and selling to a customer base. However, with the advent of social media and Facebook’s Custom Audiences, it’s actually possible to combine your efforts. The information that you include in your Facebook ads can mirror that which you have in your email campaign. This gives the customer more opportunities to see the information and then take action on it.
These are some of the best and most creative ways that you can make use of Facebook’s Custom Audiences. As more options are added frequently, the possibilities will continue to grow, and WCA could easily become one of the best and most powerful marketing tools available on the web.
Contact your Social Ads Tool account manager for more information.
Facebook has a targeting option called “Custom Audiences” that lets advertisers find their existing audiences among people who are on Facebook. You can create a custom audience using email addresses, phone numbers, Facebook user IDs, IOS IDFAs, App User IDs, people from your website or people from your mobile app. Just remember to keep in mind that your Custom Audiences should have at least 1000 people to help ensure meaningful reach with your ads.
What Is WCA?
Facebook’s WCA, or Website Custom Audiences, will help those who are trying to target the right customers with their ads. Facebook’s “Custom Audiences from Your Website” tracks users and matches website visits to your site to Facebook user profiles via the custom audience tool. What does this mean for your business and your advertising? It means that the people you are now reaching through Facebook with your ads already have an interest in your company and site, and they are far more likely to convert and become customers or clients.
It makes it far easier to focus your advertising and has the potential to increase your ROI, since these people have already had some type of engagement with your brand. You are familiar to them, and they will – or they should – recognize your name, logo, product, or other branding elements when they see them in an advertisement on their page. They might not click the first time they see it, but there is a good chance that they will eventually visit the ad and become a customer.
In fact, it’s far more likely that you will get customers this way than simply using the shotgun approach to advertising and trying to hit everyone.
Companies Already See the Benefits
While the custom audience tool is still relatively new, companies are seeing quite a bit of success already. It is taking the concept of retargeting deeper, while keeping the actual interface extremely simple.
You can see this in action yourself. Simply visit a few different large websites, such as a car rental site or a large retailer of housewares. When you go back to your Facebook page, there’s a very good chance that you will start seeing ads for the types of things – from those specific companies – on your page. The Internet is not psychic. Rather, this tool gathers information on the things that interest you and then presents them to you on your social media account. You can use this power to your company’s advantage quite easily.
Advertisers can choose what types of ads they want to implement as well. For example, if you have a brick and mortar store, and someone has made a purchase from you – online or in store – you can tailor your ads to get the person to come into your physical location. Facebook knows the location of their users, and will be able to ensure that your ads for a specific location go right to your custom audience in that geographic area.
Other Benefits of Custom Audiences
Custom Audiences can also allow businesses to measure the success of their Facebook ads that are converting offline, as it can measure the overall boost in sales. This is especially helpful for those businesses that have both online sales as well as traditional retail sites.
With the help of Custom Audiences you can also create Look-a-like audiences that allow you to find those potential customers who are similar to your current fans. Look-a-like audiences use interests, demographics, and other elements to ensure that your ads go to people who are similar to those who are already existing customers. For example, if you were to sell video game themed items, the look-a-like audience can look for people who have gaming interests similar to your current customers and show them ads based on those interests. Focusing on this target audience can do a world of good for your business and actually help to lower your costs of advertising.
In fact, one of the biggest benefits is that using Custom Audiences helps you lower the amount spent on your overall marketing campaign. You can get better results with less effort and less cost. Additionally, this can save you time when building your audience. As everyone knows, time is money.
Anyone who wants to improve their sales efforts needs to make Custom Audiences a part of their plan. It’s a simple to learn audience type that is proving to be very effective and very powerful. Learn to use it effectively and implement it into your current marketing plan for fast results!
Contact your Social Ads Tool account manager for any questions.
Social media is an ever-changing landscape thanks to the advances in technology and the way that people want to interact with online social sites. Social media marketing trends and strategies change just as quickly, and it is important for companies to pay attention to both of these changes if they hope to keep up with their competition and clients. Here’s an overview on the biggest trends in social media marketing in 2015.
More and More Mobile
As we already know, nowadays most people are actually visiting Facebook and other social media channels from their mobile devices. They use smartphones and tablets more often than desktop devices to do most of their online browsing, whether it is shopping, checking email, or tweeting and posting statuses to Facebook. As a social media manager or marketer, it’s time to start thinking about mobile marketing first so you have the potential to reach the most people possible. Make your websites and newsletters responsive and posts clear and easy to browse through even with a smaller screen.
Content Remains King
The importance of relevant content on your website and social media keeps increasing. People have a limited amount of time and a near limitless number of options and distractions on the web. That’s why the content you produce needs to be more engaging than ever. It needs to be something that will make the readers want to follow you, read or watch your content, and actually share it with others in their network.
Smart marketers will start to look for ways that they can reuse and repurpose different types of content. For example, you can create an article that can be translated into a video, turned into a slide show or an infographic, and share it with more people across the web.
Boosting posts will become a necessity
With the new Facebook Algorithm, having your posts reach your fans is getting more and more difficult, and most probably other social media channels are moving towards the same direction. The truth is that in 2015, to get more engagement and shares, boosting your posts with Facebook ads is going to be a necessity rather than an extra option in your social media strategy.
Thinking Outside the Box with Video
Video is already important, and it will become even more important over 2015. YouTube is still the most popular and important of the video sharing sites available, and if you don’t have your own company channel yet, it is something you should consider using. However, keep in mind that YouTube is not the only option out there. Vine, via Twitter, is also popular. Remember that the videos you see on Vine – six-second looping clips – are different from the typical types of videos you see on YouTube. You need to look at the way that video will be able to play into all of your social media and marketing efforts and use it accordingly.
More Social Networks Will Rise
For a while, it seemed as though Facebook would be the last of the “big” social networks, having decimated MySpace. However, some people out there are creating competing social networking sites that hope to displace the current emperor of social networks. Many of these will fail, but others may rise and find their own place in the crowd. See what happened SnapChat, with more teenagers engaging with the instant messaging service than Facebook. You should stay aware of the current new crop of social networks, such as Ello in 2014. Always be looking for the next big thing. Instagram will continue to rise in popularity – with over 200 million monthly users at the end of 2014, it does not seem to be slowing down. Stay up to date, be present on all the relevant channels and publish content optimized for each channel.
E-commerce in Social Media
The integration between social networking and ecommerce has been a long time in coming, but it seems as though 2015 will finally be the year when it will officially take off. Twitter and Facebook started beta testing buy buttons in 2014. These buttons appear with posts and tweets that will let buyers make a purchase in a couple of simple clicks. This will cut out the need to leave the site and go to an external website for the purchasing process. It has the potential to make buying, including impulse buying, easier. Social media managers and marketers should start thinking about the best types of content and creatives to make people actually click on a buy button.
Get ready for 2015, because big things are coming up and you don’t want to fall behind!
All ads compete with each other equally regardless of whether they’re paying for clicks or impressions. At any available ad auction, the best ad is selected to run based on the budget, quality and ad performance.
If you pay for clicks (CPC), the maximum bid amount you set in the pricing section when you’re setting up your ad will determine how often your ad shows. If you’re paying for impressions (CPM), your ad will be optimized to the people most likely to help you meet your goal, based on the daily and lifetime budget you’ve set.
Creating a high-quality ad campaign that really works is not always an easy task. This is true whether this is the first ad campaign you’ve ever put together for your company, or if you’ve been working with marketing for years. Most of the time, people tend to focus on marketing toward their perfect audience or marketing with the perfect style of ad that attracts immediate attention. While those are certainly important aspects, it’s also very important to understand other elements of online marketing, and that includes optimized bidding.
Facebook, the most popular and most used social media platform on the planet, is a wonderful platform to market your business on. However, if you want to use it to its fullest potential, you need to understand the bidding types offered through their site. Let’s take a closer look at each of the four bid types and see what they entail.
What Is CPC?
The term CPC stands for “cost per click”, and that’s exactly what you are paying for when you use this bid type. Whenever someone clicks on your ad, you pay, and with this strategy, you actually bid for clicks. One of the benefits of this is that you only have to pay whenever someone actually interacts with the ad, not if they simply see the ad creative.
However, you do have to keep in mind that this means you will be paying for all of the clicks on the ad, not just those that link to the external site you want visitors to go to. Therefore, if someone clicks on like, share, or comment buttons for the ad, you are paying your bid price for each of those clicks as well. Keep an eye on the effectiveness of this type of ad compared to the cost. How many are actually clicking through to your site? This will let you know your real cost per click.
Facebook wants to make money, naturally, and if your ad is not performing well for them, they will not show it on as many pages. Always create the best quality ad to get a higher click through rate.
What Is CPM?
CPM stands for “cost per thousand” (cost per mille). The amount that you bid is what you want to pay to reach 1,000 people on Facebook with your ads. Keep in mind that there is no guarantee that the people who see the ads will interact with them – only that they will be visible on the person’s page. This type of bid is typically best for use when a company is trying to get their name or their product in the public’s attention rather than trying to get actual sales. It is a common choice for those who are running brand awareness or engagement campaigns.
What Is CPA?
CPA, or “cost per action”, bidding is relatively new, but it does have the potential to be very effective. Just as the name suggests, with this type of bidding, you are paying for specific actions performed on the advertisement. You bid the maximum amount you want to pay for the specific actions the viewer takes. An example might be bidding on the number of “likes” that the page gets. This gives you far more control over what you spend and ensures that you are only spending on the types of actions you need for this particular campaign.
What Is oCPM?
Optimized click per thousand, or oCPM, is one of the most popular bidding options available today, as it allows you to keep your bidding and the amount you spend tied directly to the marketing campaign’s objective. It is quite similar to CPA in this manner – Facebook charges you based on impressions, but the distribution of the ad is optimized by Facebook to meet an objective set by you. This way Facebook can focus specifically on users that have a higher chance of completing your requested action. This has the potential to be very effective, as well as budget friendly. This option is well worth trying, but it does seem to work better for those companies or individuals who have very large audiences.
These are the four types of ad bidding options you have while advertising on Facebook. Each of them has its advantages, and some may work better for your company than others will. Find what works the best for your budget and niche and optimize your campaigns and bidding accordingly.