Facebook Advertising – Part 3

Niquee Marketing

Setting up your Facebook Advertising Account.

Before we dive into ad types, we need first to cover the absolute essentials: setting up your account. Many of those who give up on their Facebook Advertising efforts do so because they set up their foundations incorrectly or become too overwhelmed by Facebook’s myriad of options. So first things first.

What is Business Manager, and Why Do I Need It?

Simply put: Business Manager is a management system for your ad accounts and ad permissions.

If you plan to ever have more than one ad account (in other words, more than one store, brand, or business) or if you will have a team of people that may need access to your ad account/s at some point, then create a Business Manager account. I usually suggest that everyone go ahead and create one for themselves before they get started with Facebook Advertising to remove any pain points down the road.

The only downside to Business Manager is that once you switch to it, there is no turning back. You’ll no longer be able to access your ad account from your personal Facebook page anymore. However, you can quickly log into your Business Manager at any point here to manage your Pages and Ads from here: https://business.facebook.com/.

Facebook Ad Types for Your E-commerce Store.

We’re going to cover the main ad types that you can use for your e-commerce store. While the types of Facebook ads can get overwhelming, you should concentrate on these six types for your eCommerce store.

  • Domain Ads
  • Multi-Product Ads (Carousel Ads)
  • Offer Ads
  • Video Ads  
  • Lead Ads
  • Canvas

To see a different ad and placement types, make sure to check out the Facebook Ad Gallery.

Image Link.

This will be either a Desktop or Right-Column ad. These are also known as “Domain Ads” or “Page Post Link Ads,” but all you need to know is that it’s a single image ad, with an optional text description above, and a link description below that links to your website.

This is the most used ad format on Facebook, and for a good reason: it works. With your Facebook Pixel installed correctly on your site, every visitor that clicks can be logged and retargeted on Facebook later.

Previously, there was a strict rule that no more than 20% of your image could contain text. While this rule is no longer official, you may still be penalized (by restriction of your reach) should you fill it up with too much text. Here’s an example email I received from Facebook from an almost sneaky inclusion of too much text. You can find Image Text Check tool Here.  

Carousel Ads.

Multi-Product Ads were rolled out in 2015, and there’s one thing that’s clear: it’s great to see which product your prospective customers are most interested in.

Facebook can automatically optimize your ad to have your “most clicked on” image appear first, thus increasing the likelihood of Facebook users visiting your site after seeing it.

By giving your prospects a wide range of products, there’s also a higher likelihood of them visiting and finding a product that meets their needs.

Video Ads.

Video Ads are great for both brand awareness and retargeting. Of those that watch your video, you can retarget them with further ads based on the duration of the video they watched. It might seem intimidating, but even an ultra basic video can get you results.

Check Creative Hub Gallery to understand better and explore innovative ad products Facebook has to offer. This is especially important if you want to adapt quickly to new technology(s) to create ground-breaking work.