Facebook Advertising in 2023: A Complete Guide

If you want to improve your online advertising, you should start with Facebook advertising. This idea has already gained support from many businesses.

Promote your brand across Facebook products to attract more customers. To achieve your marketing objectives, design your advertisement using a variety of formats, placements, and goals.

Basically Facebook Ads Guide includes a list of the necessary design components and technical requirements for each format and placement. Facebook advertising campaigns can create target audience and marketing goals in mind. Know the types and formats of ads you can use. By doing this, you’ll be able to maximize the effectiveness of your Facebook advertising.

Currently 2.17 billion people, or about 30% of the world’s population saw your ad, if you advertise on Facebook. Additionally, the number of active platform users keeps expanding.

It’s true that these figures are impressive. However, the whole point of Facebook is to reach the right audience with your message. Customers are most likely to buy your goods or services.

Let's start by defining Facebook ads.

Facebook ads posts that businesses purchase and use to promote their products and services to users on the social media platform.

Typically, Facebook users choose ads based on:

Demographics
Location
Interests
Additional profile information

Therefore businesses decide on an advertising budget and place bids for each click or thousand ad impressions. Similar to Instagram and Facebook ads can be found all over the app, including in users’ feeds, Stories, Messenger, Marketplace, and other areas.

Although they have a similar appearance to regular posts, they are always marked as sponsored. Like CTA buttons, links, and product catalogs, also Facebook ads have more features than regular posts. Ads ought to be a part of any Facebook marketing strategy if you want to increase the number of users who see your brand.

How much does Facebook advertising cost?

Regarding Facebook ad budgets, there is no absolute standard. Facebook advertising costs vary depending on a number of factors, such as:

Targeting of an audience. Advertising to a smaller audience typically costs more than advertising to a larger one.
Placement of advertisements. The price of ads that appear on Facebook and Instagram can vary.
Period of the campaign. The total cost of a campaign is influence by how many days and hours are spent on it.
Your industry’s competitiveness. Advertising space is more competitive in some industries than others. When a product’s price is higher or a lead is more valuable, advertising costs typically rise as well.
The time of year. Seasonal changes, holidays, and other events specific to a given industry can affect ad prices.
The hour of the day. In any time zone, CPC is typically at its lowest between midnight and six in the morning.
Location. Every nation has a different average ad price.

The most crucial action you can take to keep Facebook advertising costs under control is to choose the appropriate campaign objective.

As a result your chances of success rise if you do this correctly. Depending on the goal of each campaign, different cost-per-click benchmarks apply. The average cost-per-click varies depending on the goals of a Facebook ad campaign.

Facebook Advertising Types

You can select the ideal ad type to suit your business objective thanks to the wide variety of Facebook ad formats available. For users to proceed to the next step, each advertisement has a unique set of CTAs.

In order to achieve their goals, marketers can select from a variety of Facebook ad types and formats, such as:

Ad with an Image

One of the most prevalent categories of Facebook ads is image advertising. Along with a headline and a description, a single image can catch your eye.

Despite being straightforward, they are very effective at promoting specials or particular goods.

If you use high-quality imagery, it’s easy to create image ads that effectively showcase your offering. Each stage of the sales funnel is effective for them. Whereas no matter if you’re trying to increase brand recognition or increase sales by publicizing the release of a new product. Since you can only use one image to convey your message, using image ads can be constricting. Although the single image ad format isn’t the best option if you need to show how your product works or display multiple products.

Ad with a Video

Due to their simplicity of use, online video ads are a preferred choice for companies. Also they may be in the form of display advertisements in longer Facebook videos or in Facebook News Feeds and Stories.

Facebook keeps track of how long users watch videos as an additional service. While this information can create a retargeting audience.

Even though a video can last up to 240 minutes, you shouldn’t use that much time! In general, shorter videos are more interesting. Videos should be kept under 15 seconds, according to Facebook. Certainly video advertisements have the drawback of taking a lot of time to produce and being costly. For straightforward messages or products that don’t require demos, a carousel or image ad may be a better fit.

Carousel advertisements

Carousel advertisements highlight a product or service using up to 10 images or videos. Unless using this option, you can highlight various products within a campaign, specific features of a product or service, or a recent update.

Customers will be able to find each image from your website or store if you link each one in Facebook Ad Manager. Users can click through up to ten images or videos displayed in carousel ads. Each has its own title, synopsis, or link. Display a variety of different products using carousels. Despite every image in the carousel may even have a landing page designed specifically for that good or service. Since organizing your carousel so that each step is spread out over several spaces. Users can also guide through a process or shown a collection of related products using this Facebook ad format.

Ads with Instant Experience

Utilizing Instant Experience ads, users can engage with the content you’ve promoted on Facebook. Meanwhile ads that are only available on mobile devices are also known as “Canvas” ads.

Users can swipe through a carousel of images using Instant Experience ads to move the screen in different directions. So that your content can zoom in or out.

Eventually for the highest chance of engagement, Facebook advises using five to seven images and videos in each Instant Experience ad. Unless you can save time and keep your main theme consistent throughout the advertisement by using premade templates.

Collection ads

Collection ads are kind of like immersive carousels, taking the user experience a step up. Users can browse your product lineup by using collection ads, which are mobile window-shopping experiences. Firstly they are also full screen and offer more customization than a carousel. The collection ad allows users to make direct product purchases.

Generally companies can also choose to let Facebook’s algorithms choose which products from their catalog are shown to each user. Consider using collection ads if your company sells a wide range of products and services. Other ad formats, like carousels, might be more appropriate for smaller companies with a more constrained product offering.

Lead advertisements.

Lead ads make it simple for people to give you their contact information and are available for mobile devices.

Eventually for obtaining subscriptions or registering people for a product trial, lead ads can be useful.

They work well to convince visitors to sign up for your newsletter, ask for a free sample of your product, or request more information. To promote test drives, several automakers have used them successfully.

Slideshow Advertisements

Slideshow ads give you the same creative freedom as carousel ads. In order to draw in customers, they also create a variety of brief video advertisements.

One of slideshow ads’ many benefits is that it allows businesses to use video advertising on a much smaller scale and budget. While still being effective, slide show advertisements are quick and inexpensive.

On average, a single video or three to ten images make up a slideshow advertisement. Consequently these ads are a great alternative to video ads because they consume up to five times less data.

Slideshow ads are therefore a common option in areas with sluggish internet connections. Slideshow ads are a great place to start if you’ve never made a video before.

Stories Advertisements

For mobile devices, Stories ads are full-screen, vertical videos that allow businesses to completely fill the screen with their advertisements. Similar to Instagram, Facebook Stories are a popular form of entertainment that provide a good platform for advertising. Compared to traditional image or video ads, stories offer more creative freedom. Contrarily businesses can experiment with emojis, stickers, filters, video effects, and even augmented reality.

Users might not see Facebook Stories as frequently as other ad formats on Facebook because it did not display in Facebook feeds. Because Facebook Stories require a different formatting style than video or image ads, you might need to create original content just for them.

Messenger Ads

Facebook Messenger ads are a worthwhile option given how popular the platform is.

Placing ads in Messenger only requires a few clicks in Facebook Ad Manager. Following that, ads will start to appear with a chat option, allowing potential customers to communicate with your business directly.

Your brand will react when someone taps on one of your Messenger ads that appear in the middle of a conversation. Although these advertisements, you can effectively encourage consumers to interact with your brand. For smaller businesses promoting local goods or services, messenger ads are an effective way to strike up a conversation.

AR advertisements

With the advent of augmented reality advertisements, companies can now interact with their customers in creative, fun ways by utilizing tools like filters and animations.

Furthermore, sharing consideration when creating these advertisements.

As a result of enhanced word-of-mouth, customers who use your custom filters can spread them online and increase the exposure of your advertisement.

Choose a campaign type for Facebook Advertising

Your advertising strategy will be on the campaign you choose to run. To assist you in making a decision. Based on the objectives you have for your advertisements, Facebook offers a variety of marketing objectives.

Which comprises:

Brand awareness

In order to reach people who shows more interest to be in your brand and raise awareness of it, again Facebook advises using this ad type. Target a specific audience or niche is type of advertisement’s optimization.

Reach

During your campaign, these shows your ad to as many different users as possible.

Traffic

Campaigns for driving traffic to your website, landing page, or e-commerce store are “traffic campaigns.” On Facebook, this is one of the most popular ad formats. Finally one of the most crucial metrics for e-commerce and online businesses to monitor is website traffic.

Engagement

The goal of these campaigns is to compel your audience to act. Engagement goals are in three categories:

Post Engagement: For small businesses looking to grab the interest of their target market, this is ideal.
Page Likes: This aims to encourage Facebook page likes for your company.
Event Reactions: This campaign is excellent for promoting in-store events if you run a physical store or special events for your online store.

Installs of apps

Only mobile devices can support this campaign type, which is specific to software apps. Although it is given that the goal encourages people to download your app on their smartphone or tablet, it is perfect for those who are selling an app. Monitors a number of downloads, registrations, and logins for the app.

Views on videos

Facebook tracks how long someone watches your video during video campaigns. Usually, their interest grows as they continue to watch. Certainly, 10 second or longer videos typically perform well, especially when it comes to targeting or retargeting audiences.

Lead generation

Obtaining email addresses directly from Facebook is the goal of this campaign. You can get emails from potential customers directly from Facebook rather than sending them to a landing page. An effective follow-up sequence for this campaign should to be most successful. The best way is for an online retailer to provide coupon codes. You send the coupon code to a potential customer after they opt into your Lead Form Ad. You must create a form for potential customers to fill out when creating your advertisement for this campaign objective. As soon as the viewer clicks the button in the advertisement, this form ought to appear.

Messages

A more recent function called message-based campaigns depends on potential clients responding to a Facebook message by choosing to join your messenger list. First businesses must take into account the fact that the majority, if not all, of customers won’t reply to messages. The best use of e-commerce might be to inquire about a customer’s shopping experience. Should you use it as a customer service choice? You can use it to promote your blog as a continuation of your email campaigns.

Conversions

Conversion-oriented advertising obviously increases conversions. They are made to attract website visitors or persuade them to submit form-filling requests. For Facebook to be able to track your sales, you’ll probably need a meta pixel on your website or online store.

Catalog sales

Catalog sales ads, which are excellent for e-commerce, allow you to sell items directly from your catalog on your Facebook page. Once the Facebook Shop has been integrated with your page, you can use ads for catalog sales to advertise your products.

In-store traffic

This advertising campaign is perfect for brick-and-mortar stores looking to boost foot traffic. To draw locals to your store, it designs to appeal on them.

Last but not least!

Facebook is used monthly by more than 2.8 billion people to connect with friends and businesses they love.

Finally using Facebook advertising, businesses can develop unique, effective, and ultimately profitable advertising campaigns. To capitalize on the existing relationships and ecosystem on Facebook.

Facebook Advertising Guide 2023