A Guide To Engage Your Audience With Facebook Advertising


There are now over 1 billion people using Facebook and it costs over 1 billion dollars annually to keep this world connecting social media giant afloat. If my math is accurate, Facebook could charge its users just one dollar a year to access the site to keep things running smooth but this plan would oppose their original idea of keeping Facebook free, so they turned to advertising.


If Facebook were a country, it would be the third largest in the world. This massive reach is a great benefit for marketers and advertisers to expose their brands to the masses but advertisers are attracted to Facebook’s ingenious way of collecting rich detailed information from it’s users to develop precise and accurate advertising messages that provide a high ROI.

Facebook Ads are gaining popularity among local businesses and research shows that the top reasons they continue to use them include ease of use and the ability to start and stop campaigns.

To develop a social media strategy that raises brand awareness and engages your audience you must dig deeper into the Facebook platform and create more than just a brand page. I’ve compiled a list of the Facebook advertising tools and methods to help guide your marketing efforts on the most popular social network.

1. Your first objective is to decide what your Facebook advertising should accomplish.

Do you want to gain more likes, drive traffic to a website, highlight a special offer or advertise an upcoming event? Once you’ve checked this off your list you need to know how the advertising works. Here is some background into Facebook’s approach.

2. Advertising on Facebook may seem like a tedious task but it’s easier than you think.

Facebook users share a lot of information that makes it simple to target a narrow audience. Where they live, their hobbies, political views, their favorite restaurants, birthdays and what they “like” is rich data that you will use to create your ads. Facebook also targets their ads based off information they get from other people. For example, a bicycle store might show an ad about a bike sale to the people who visited the bike stores website.

Targeting with Facebook Ads allows you to advertise to the right people based on their real interests. You can even target people who are friends with people who already “like” your Page. This social context will show up around the ad,” says Grady Burnett, VP of global marketing solutions at Facebook. “A study from Nielsen shows that on average, people are 68% more likely to remember seeing an ad with social context than without, twice as likely to remember the ad’s message and four times as likely to purchase.”

QUICK TIP: A cost-effective way to generate new likes for your page is through the Facebook email list tool.

3. The image is your main hook

When you create your Facebook ad, approach it like a print execution and include informative graphics and clever copy. The design and content of your Facebook ad needs to appeal to a specific group of people and fulfill a certain need. Be sure to create various ads to run at the same time to test which ad recipe receives the highest click-through rate.

Do your research on your competitors to find out which images in your market receive the highest click rate. You need to figure out what image best represents your brand, product and service. The image is what grabs the attention of the Facebook user and is what influences the most clicks. Here are the technical specs for the image of your Facebook ad:

  • The image can’t be larger than 110 x 80 pixels
  • The image must have a 4:3 (or 16:9) ratio
  • The image can’t be larger than 5 kilobytes

Enforce your call to action with the title text

Facebook pages are cluttered with distractions but the ad placement on the page is in your favor. Fixed on the right side of the screen and as a result of our reading style from left to right, these ads are hard to miss. The important part of your message should be in bold placed on top of the image and the body text should introduce your brand and describe the offer.

You can say a lot within the 135-character limit but don’t feel obligated to use all the space. Engage your viewer with a bold remark about your brand or ask a question. There is enough rambling on Facebook so make your ad bold and make it pop.

Develop multiple ad combinations to find out what works

Think of your ads being displayed to a focus group the size of a billion people. One benefit of advertising on Facebook is the ease of testing your ads with your audience so take advantage of swapping your ads and try new designs.

Create at least 4 ads for each campaign and run them for a couple of days then review your Facebook ad statistics to see which performed the best. It’s recommended to then create a new ad similar to your best performing ad and apply a few adjustment. Facebook’s ads are social ads and have a very short shelf life because they target specific people whom are repeatedly exposed to the same messages. The best way to prevent “ad blindness” is to refresh, re-try and deliver new ads on a set routine.

Use Facebook ads to kick-start your new Facebook page and grow your fans or to drive traffic to your website. What ever your ad does, remember to think of each click as the beginning to your campaign. Give your audience more to keep them coming back. The click is a doorway to your social media world and your brand/product/service so invite your audience in and treat them to your social snacks.

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