I’m sure you’ve heard of Facebook Ads. After all, it’s a common term among those looking to learn more about digital marketing… and, let’s face it, it’s something that comes up (sometimes too often) on the social networks of those looking to create content or promote their business through them.
In a nutshell, it’s Facebook’s paid advertising system that offers a wide variety of ad formats, generating the momentum needed to achieve real results and optimize investments. This is the short definition of Facebook Ads. However, we suggest you follow the rest of the article in order to better understand what this tool is and how you can leverage your business with it.
This type of ad is very effective thanks to the various targeting options available to advertisers. This generates a greater number of conversions, since organic reach is increasingly difficult to achieve, especially when the objectives are commercial.
It is therefore extremely important to have a clear personal strategy and the objectives you want to achieve. Facebook Ads will be an important aid, as it allows you to manage campaigns effectively while comparing the results and analyzing the relevant statistics to achieve the desired goal. Therefore, before creating any type of campaign, you should plan first and then execute.
In addition, Facebook Ads has different ad formats so that they can be tailored to the desired effect. In other words, a promotion can be created using images, videos or even a cross section.
This will allow a publication to be promoted to a greater number of users; customers to be directed to the company’s website; interactivity to be generated; events to be promoted on the site or advertisements to be created for a particular offer, among others. Each of these options will serve a certain purpose: brand awareness, consideration or conversion.
From here, it’s important to note that the aim of recognition is to generate interest among the public by presenting the company’s differentiating points. The goal of consideration is to make people think about your company and end up looking for more information about it. Finally, the purpose of conversions is to encourage the customer’s interest in and purchase of your product and/or service.
Sounds incredible, doesn’t it? But in order to make the most of this tool, there are some basic terms and concepts that we need to understand.
Facebook Ads Business Manager
You know that button that says “Promote” and appears next to every post? We bet you can already see it just by talking about it, can’t you? Well, that button isn’t enough if the idea is to boost a particular publication. In fact, it requires more intense work, and that involves the Business Manager, the place through which you can, as the name suggests, manage your business. After all, it is through the Business Manager that you can manage all the advertisements made through Facebook Ads, and monitor the results obtained, or KPI.
Return on Advertising Spend (ROAS)
It is known as the return on advertising investment. Through it, it is possible to measure all the return on spending with shopping ads on the site.
Cost Per Click (CPC)
O Cost per Click on Facebook follows the same parameters as other online ads and pays per click. To do this, simply divide the total cost of the ad by the total number of clicks made on it.
Cost per Thousand (CPM)
The Cost per Thousand follows the same logic as the CPC. In other words, it is calculated based on the average paid for each thousand ad impressions.
Conversion Pixel
The Conversion is the tool used to calculate results. It is through this tool that you can find out the number of visits to a particular web page. You can also track the number of conversions on a landing page. It can also be used in retargeting campaigns.
For example, whenever the ad you create takes the user to another page, as is the case with e-commerce, you can identify it.
Once you have all this information, you can target your ads precisely, which will optimize the use of your resources.
Conversion Lift
It can be loosely translated as Conversion Elevator if you want to use a fun name. And it’s actually not that far from reality. After all, it allows the entire marketing team to track the amount of revenue generated over the ad launch period. In essence, and using our analogy, it allows each employee to get into the elevator and check that it’s on its way to the desired floor.
A/B testing
This is a concept you can develop if you want to test it before implementing it. In fact, A/B testing allows you to understand which type of ad you should use to boost your business.
In other words, we can say that the a/B tests allow you to experiment with different formats. In fact, you can look up some metrics beforehand, such as the cost per result or the cost per conversion increase.
Dark Post
It sounds dark, but it’s nothing illegal. In fact, a Dark Post is just a publication that isn’t part of your feed, but has already been posted. In other words, it has been published so that it can be seen, but not found by those who enter your business page. This is useful, as it prevents your feed from being filled with promotional posts.
We hope this article has helped you realize the potential of Facebook Ads and the boost this tool can bring. After all, we can optimize resources and investments, reaching a larger number of previously selected audiences.
In addition to well-structured campaigns, success on Facebook Ads also depends on the quality of the content you promote. This is where User Generated Content (UGC)in other words, user-generated content can make all the difference, making ads more authentic and persuasive.
However, it is essential to master these terms in order to get the best out of it.
If all this information makes you still want to ask for help, you can count on us. We have Marketing solutionsfrom branding to social media, don’t hesitate!
