Fb promoting is a low-cost strategy to develop your small business utilizing social media.
Observe this information to learn to promote on Fb in eight simple steps.
What Is Fb Promoting?
Promoting on Fb is when a enterprise pays to advertise its services or products to Fb’s consumer base.
Fb permits companies to focus on advertisements to customers primarily based on particular info akin to pursuits, gender, and site.
This makes it simple to get your small business in entrance of people who find themselves most probably to be all for your services or products.
Working a Fb commercial is a type of social media promoting.
Companies handle Fb campaigns in Adverts Supervisor. Which is a built-in device on the Fb platform.
Beneath is an instance of Fb promoting. The advert promotes the Captain Whidbey Inn close to Seattle, Washington.
We all know it is a Fb advert as a result of it says “Sponsored” within the high left nook.
Why Promote on Fb?
Fb boasts over 2 million every day lively customers (DAU) and is likely one of the world’s hottest social media platforms.
Which means that promoting on Fb can probably attain a big, various viewers.
Right here’s a chart from Statista displaying Fb’s DAU depend from Q3 2008 to Q2 2023.
Discover how the chart reveals long-term, secure progress?
This clearly signifies to advertisers that Fb is a dependable platform to take a position time and sources in as a result of their consumer base retains rising.
And because of Fb’s excessive variety of buyer touchpoints, there are numerous alternatives to promote your small business on the platform.
For instance, promote on Fb by way of Market, Messenger, or the Fb homepage.
This lets you place advert campaigns the place your potential prospects will most probably see and interact with them, which helps you develop your small business.
How A lot Does It Value to Promote on Fb?
Fb promoting is a low-cost strategy to promote your small business.
The quantity you spend on Fb promoting will rely on varied components, together with:
- Social media targets
- Social media price range
- Marketing campaign targets
- Advert placement
- Marketing campaign period
- Seasonality
Advertisers sometimes measure the success of Fb paid promoting campaigns by measuring value per click on (CPC).
This metric tells advertisers how a lot they spent for every advert click on.
As of January 2024, the common value per click on on Fb was $0.55.
Picture Supply: Revealbot
Nonetheless, Fb advert prices can differ relying on the trade.
For instance, IT and software program corporations typically have the very best value per click on at $0.85.
Whereas meals merchandise and different providers have a decrease CPC—round $0.18.
Fb calculates value per click on by dividing the whole value of an advert by the whole variety of clicks.
The CPC components appears to be like like this:
Value per click on = complete advert value / complete variety of clicks
What Are the Completely different Varieties of Fb Adverts?
There are a number of varieties of Fb advertisements to make use of to advertise your small business.
Let’s take a look at every advert format and clarify the perfect use to assist create profitable promoting campaigns on Fb.
Picture Adverts
Picture advertisements are one of the vital fundamental types of promoting on Fb. The advert consists of a single photograph, advert copy, and a name to motion (CTA).
Create a brand new picture advert utilizing Adverts Supervisor or create one from an present put up in your Fb Enterprise Web page. Which is called a boosted put up.
Use picture advertisements to advertise your services or products and persuade individuals to take motion. For instance, click on a button to buy your retailer or name your small business.
Right here’s a Fb picture advert instance from health model Peloton:
On this advert instance, the decision to motion encourages the advert viewer to “Store now.” This aligns with the advert’s copy that tells the viewers Peloton is having a sale.
Video Adverts
Video advertisements promote your services or products utilizing video. Like picture advertisements, you create a video advert in Adverts Supervisor or enhance an present put up.
Or report your individual video advert and add it to Fb.
Video advertisements are extremely participating and seize an viewers’s consideration. In addition they assist you to share a single, clear message in an simply digestible format.
Right here’s a screenshot from a Fb video advert from ladies’s biking model Samsara:
Video additionally helps inform a narrative and join together with your target market emotionally.
Use video to showcase product demos, present tutorials or how-to content material, or present a behind-the-scenes take a look at your small business.
Fb video advertisements may be so long as 240 minutes. Or as brief as one second.
The size of your Fb advert will rely on the location on the platform.
For instance, advertisements on Fb Market can run for the complete 240 minutes. In distinction, Fb Tales advertisements may be between one and 15 seconds lengthy.
Carousel Adverts
Carousel advertisements offer you area to share as much as 10 pictures or movies the viewers can swipe by.
Every picture or video has its personal headline, description, and button. That means that you simply’ll convey lots of info in a single commercial.
Use carousel advertisements to showcase quite a lot of merchandise or options, present updates, inform a narrative, or spotlight a number of options of 1 product.
Right here is an instance of a carousel advert from vogue firm Topo Designs:
Assortment Adverts
Assortment advertisements on Fb are designed to show informal browsers into passionate consumers.
The advert format features a essential function picture or video and three smaller pictures beneath in a grid.
Customers who faucet and browse your assortment advert might be directed to an immersive Prompt Expertise designed to generate additional engagement together with your model.
Right here’s an instance of a group advert by Spruce:
Assortment advertisements are particularly helpful for ecommerce companies and retailers who can use assortment advertisements to drive purchases from a catalog.
Additional studying: Tips on how to Create an Ecommerce Fb Adverts Technique
Prompt Expertise Adverts (Previously Canvas Adverts)
Prompt Expertise advertisements are full-screen Fb commercials optimized for cell looking.
Designed to seize viewers consideration, Prompt Expertise advertisements open after a viewer faucets on the advert.
Use Prompt Expertise advertisements to create an enticing visible expertise, inform a narrative about your model, and deep dive into your message by linking two or extra Prompt Expertise advertisements collectively.
Right here’s an instance of an Prompt Expertise advert by Skoda:
Ballot Adverts
Ballot advertisements assist you to survey your target market with a two-answer ballot.
Use polls to ask your viewers questions or achieve perception into how they really feel a couple of matter or your newest product.
Right here’s an instance of a ballot advert by Novo Nordisk:
This helps you be taught extra about your target market. Use the data out of your ballot to assist form future campaigns.
Slideshow Adverts
Slideshow advertisements are a looping sequence of three to 10 pictures or one video.
Use slideshow advertisements to speak a narrative, showcase your services or products, and simplify a fancy message.
Slideshow advertisements are a superb various to video advertisements. Which may be costly to provide.
And since slideshow advertisements can use as much as 5 occasions much less information than video, the advert format is beneficial to achieve audiences with slower web speeds. Like this advert from Constitution School:
Tales Adverts
Tales advertisements are extremely participating, interactive, full-screen, vertical pictures or movies in Fb’s Story feed.
Embody clear visuals and a compelling narrative to make use of Fb Tales to enhance model consciousness and generate curiosity in your services or products.
Embody a name to motion in your story and direct a viewer to a touchdown web page for additional engagement with your small business. Like Tropicana does right here:
Lead Adverts
Lead advertisements acquire info from a viewer and provide a chance for audiences to have interaction deeper with a enterprise and proceed on their journey to develop into a buyer.
Lead advertisements will embody a name to motion. For instance, enroll, request a demo, or register.
The viewer then inputs info. Which creates the lead.
Use results in develop your small business and scale an e-mail record (in case you have one).
Sync lead advertisements together with your buyer relationship administration (CRM) system to make sure an efficient follow-up.
Messenger Adverts
Messenger Adverts seem within the Chats tab on Fb’s Messenger app.
When a viewer faucets on a listed advert, an in depth view routinely opens in Messenger containing your advert particulars.
When creating Messenger advertisements, embody pictures, advert copy, and a CTA. Which helps drive engagement and interplay.
Use the advert format perfect to create dialog, drive clicks to your retailer, and strengthen buyer relationships.
Tips on how to Promote on Fb
Step 1. Set Up a Fb Enterprise Web page
To begin seeing outcomes from Fb promoting, you want a Enterprise Web page.
Handle your Fb Web page utilizing Meta Enterprise Supervisor.
Which is a built-in device for companies to arrange, handle, and management their enterprise belongings on Fb.
If you have already got a Fb Enterprise Web page, skip forward to Step Three.
For those who don’t, comply with the steps under:
Log in to your private account and navigate to the left sidebar. Click on “Pages.”
Then, click on “Create New Web page.”
Observe the onscreen directions so as to add Enterprise Web page info akin to web page identify, class, and a brief description of what you do.
Subsequent, click on “Create Web page.”
Additional studying: Tips on how to Promote Your Enterprise on Fb
Step 2: Navigate to Adverts Supervisor
When you’ve arrange your web page, navigate to the left facet of your display screen.
Click on “Adverts Supervisor.”
Adverts Supervisor is the dashboard the place you create, handle, and monitor your Fb promoting campaigns.
You’ll go to this web page usually whereas utilizing Fb to promote, so bookmark or save the Adverts Supervisor URL for future reference.
To begin constructing your Fb advert, click on the inexperienced “+ Create” button within the top-center of the Adverts Supervisor display screen.
Step 3. Select a Marketing campaign Goal
Subsequent, select your marketing campaign goal.
This should relate to your social media targets. In any other case, you’ll battle to show a constructive return on funding (ROI) from promoting on Fb.
For instance, in case your purpose is to extend model consciousness utilizing social media, don’t set a Fb marketing campaign goal to make gross sales.
As a result of these targets drive completely different outcomes.
So, it may be troublesome to create the outcomes it’s essential to obtain your social media targets.
For those who haven’t set any social media targets, begin with the SMART framework:
Particular: What do you need to obtain?
Measurable: Are you able to observe and report on advert marketing campaign metrics?
Achievable: Will you obtain the purpose in your time-frame?
Related: How does this purpose help enterprise targets?
Time-bound: What’s the timeline for the advert marketing campaign?
Let’s take a look at every Fb marketing campaign goal in additional element:
Consciousness
The notice goal helps enhance model recognition and introduces your small business to a brand new viewers.
Select this goal to:
- Attain new potential prospects
- Enhance your target market’s consciousness of your model
- Share video content material with an engaged viewers
Site visitors
The site visitors goal sends advert viewers to a web-based vacation spot predetermined by you. For instance, an internet site, touchdown web page, app, or occasion.
Select this goal to:
- Enhance social media site visitors to your web site
- Ship advert viewers to a touchdown web page
- Direct audiences to different Meta merchandise (e.g., Instagram, WhatsApp, or Messenger)
- Get individuals to name your small business
Engagement
Feedback, likes, shares, and saves are all types of engagement that inform Fb your viewers is all for your advert.
Which helps them carry out higher on the platform.
Select this goal to:
- Enhance viewers interplay and engagement together with your advert
- Get your viewers to take motion
- Enhance video views
- Generate responses to an occasion
Leads
Working a lead-generation advert marketing campaign on Fb permits you to seize high-quality info from potential prospects.
Select this goal to:
- Develop your buyer base and construct connections
- Purchase telephone numbers and e-mail addresses
- Broaden registrations for an occasion
Additional studying: Getting Low-High quality Leads from Your Fb Adverts? This is What to Do
App Promotion
For those who’ve obtained a brand new app to launch, operating an app promotion marketing campaign will enable you achieve extra downloads and prospects.
For instance, in case you’re a brand new grocery supply app, you can use the app promotion marketing campaign goal to extend downloads of your new product.
Select this goal to:
- Enhance downloads of your app
- Optimize your advert with App Occasions for deeper buyer insights and focusing on
- Drive high-value purchases
- Enhance hyperlink clicks to your app
Gross sales
Gross sales are a key driver of enterprise income.
The gross sales marketing campaign goal permits you to goal people who find themselves more likely to make a purchase order. Or, carry out an motion—like placing an merchandise of their basket.
Select this goal to:
- Acquire extra prospects and improve income
- Give attention to conversions
- Encourage buy from a catalog
Select the marketing campaign goal that most closely fits your social media purpose. Then, click on “Proceed.”
On this instance, we’ve chosen the site visitors marketing campaign goal. With the purpose to extend calls to a fictional pizza parlor referred to as Mario’s Pizza Seattle.
Step 4. Create Your Advert Marketing campaign
Fill out the precise particulars of your marketing campaign, beginning with the marketing campaign identify.
The marketing campaign identify ought to reference the services or products you’re promoting, the marketing campaign goal, and the date.
Subsequent, make clear in case your advert falls below Fb’s particular advert classes (e.g., finance, training, politics, and many others.).
And make sure the shopping for sort and marketing campaign goal.
Now, you will have the choice to create an A/B check. Which is a analysis methodology that compares two variations of a Fb advert to find out the one which performs higher.
For now, we’ll depart this unchecked.
For those who’re creating a number of Fb advertisements, activate the Benefit marketing campaign price range. However for now, we are able to additionally depart this turned off.
Then, click on “Subsequent” to call your advert set.
An advert set is a bunch of advertisements that share the identical setting. For instance, viewers or location.
Then, select the placement you need to drive site visitors to.
For the site visitors marketing campaign goal, select between an internet site, an app, messaging apps (WhatsApp, Messenger, Instagram), or calls.
We would like extra requires our pizza enterprise, so we’ll choose that choice.
Step 5. Set Your Advert Price range and Schedule
Subsequent, it’s essential to set your advert price range.
How a lot cash you allocate out of your social media price range to Fb promoting will rely on:
- Your marketing campaign targets
- How your Fb viewers buys
- How many individuals managing advert campaigns
- Your advert marketing campaign period
There are two varieties of Fb advert budgets:
Every day Price range
A every day price range has a restrict on the quantity you spend every day promoting your small business on Fb.
By setting a every day price range, the platform will present an advert to your target market when and the place they’re most probably to have interaction.
As soon as your price range is reached, your advert stops operating for the day. And begins once more the following day.
Lifetime Price range
A lifetime price range is the whole quantity you’ll spend throughout the complete period of your advert marketing campaign.
Present Fb with particulars on a begin and finish date, and the platform will allocate the cash primarily based on the efficiency of your advert.
As soon as your price range is reached, the advert marketing campaign will end.
As a place to begin, we suggest starting with a small advert price range that can assist you check your Fb advert’s effectiveness.
If the advert is profitable, scale it to fulfill your marketing campaign targets.
Select whether or not you need to run a every day or lifetime price range, enter your price range quantities, and schedule the period of your marketing campaign.
Step 6. Customise Your Goal Viewers
In your Fb commercial to be efficient, it must be positioned in entrance of an viewers most probably to be all for your services or products.
In any other case, you’ll battle to drive engagement. And your campaigns received’t generate outcomes.
To get contained in the minds of shoppers and perceive what engages them, it’s essential to conduct viewers analysis to uncover particular demographics, behaviors, and traits.
This fashion, you’ll create Fb promoting campaigns that resonate.
Use Semrush’s Viewers Intelligence Device to get an correct image of your target market.
The device helps establish and achieve insights by inspecting viewers demographics, pursuits, content material engagement, on-line habits, and buy habits.
This lets you construct useful profiles of who you need to goal in your advert content material.
To create a brand new viewers in your Fb commercial, comply with these steps:
Areas: Select a related location to focus on together with your advert marketing campaign. For instance, our fictional pizza place, Mario’s, is situated in Seattle, in order that’s an apparent metropolis for them to focus on.
Age and gender: Set the age and gender of your target market. For Mario’s, we’ve chosen males aged 18-35.
Detailed focusing on: Enter the pursuits of your target market. In Mario’s case, pizza.
It’s necessary to incorporate as a lot details about your target market as potential. It will assist construct advert campaigns that obtain outcomes.
For instance, in case your target market speaks a couple of language, add this info.
Subsequent, look to the facet of the display screen. Fb supplies info on:
- Viewers definition: How particular or broad your viewers focusing on is
- Estimate viewers dimension: The variety of individuals you can attain together with your every day price range
- Estimated outcomes: The anticipated every day outcomes out of your marketing campaign
Bear in mind—these are every day estimates, so your precise outcomes might fluctuate.
For those who’re glad together with your estimates, click on “Subsequent.”
Step 7. Design and Finalize Your Advert
Now, it’s time to call your advert.
It’s finest observe to incorporate details about the design of your Fb advert. For instance, picture use and replica info.
Subsequent, affirm the id of the Fb web page you’ll run advert campaigns on.
Then, select the format of your advert. For instance, a single picture or video, carousel, or assortment.
Subsequent, scroll right down to the “Advert artistic” part.
That is the place you’ll add artistic and interactive parts to your advert. For instance, pictures, movies, advert copy, and a name to motion.
Click on “Add media.”
Choose the picture or video you need to embody in your Fb advert. Then, click on “Subsequent.”
Now, add the copy that can seem alongside your Fb commercial.
Fb advert copy is likely one of the most necessary parts of your advert. It must be participating, hook the viewers, and clarify what you’re promoting.
Fortunately, Fb makes writing advert copy simple by breaking it down into three parts:
- Main textual content: Seems above the advert artistic (e.g., pictures or video). Use 125 characters or much less for the perfect impression.
- Headline: Seems under the advert artistic. Use 40 characters or much less.
- Description: Seems just under the headline. Use 30 characters or much less.
On this instance from operating shoe firm On, we are able to see they’ve leveraged their Fb copy completely to advertise their weatherproof shoe.
And so they encourage the viewers to have interaction additional with their model by together with a CTA (“Store now”).
However ranging from a clean web page is difficult. For those who want help writing Fb advert copy, use Semrush’s AI Writing Assistant.
The device helps generate artistic concepts, checks for spelling and grammar, and makes use of AI to align your advert copy together with your model voice, tone, and target market.
Right here’s the Fb advert copy we’ve added for Mario’s:
- Main textual content: Dial Mario’s for a slice of the great things. Delivered straight to you. No charges, no fuss. BOGO each Tuesday!
- Headline: Mario’s Pizza Seattle
- Description: NY-slice on the West Coast
This advert copy works as a result of:
Main textual content: Features a catchy opening slogan, tells the viewers Mario’s delivers for no price, and explains the deal they’re selling (purchase one, get one each Tuesday).
Headline: States the identify of the enterprise.
Description: Features a brief description of the enterprise and its place available in the market.
For our chosen marketing campaign goal (site visitors), we have to set a vacation spot for our viewers after they interact with our advert.
As a result of we chosen our conversion vacation spot as calls, we have now the choice to enter our telephone quantity.
Subsequent, preview your advert.
You’ll see how your advert will seem in Fb feeds, Tales and Reels, and search outcomes.
Verify that your advert is right, then hit “Publish.”
Congratulations! You’ve simply realized the right way to create a Fb advert.
Step 8. Measure the Outcomes of Your Fb Advert Marketing campaign
As soon as your Fb advertisements are operating, it’s essential to regulate how they carry out.
Use Adverts Supervisor to know how your marketing campaign helps obtain your targets.
To do that, navigate to Fb Adverts Supervisor.
And click on “Adverts reporting.”
The dashboard will present an in depth report of your advert marketing campaign. And lets you see key efficiency metrics at a look.
Together with:
- Attain: the variety of accounts that noticed your advertisements at the very least as soon as
- Impressions: the variety of occasions your advert is proven to accounts (no matter whether or not they see it)
- Outcomes: the outcomes of your advert. For instance, the variety of hyperlink clicks.
- Quantity spent: how a lot you spent on the advert marketing campaign
- Value-per-result: measures the cost-effectiveness of your advert marketing campaign
Picture Supply: MarTech
Use this info to know how your Fb advert marketing campaign is performing.
Additional studying: 18 Social Media KPIs (and Tips on how to Monitor Them)
Fb Promoting: Greatest Practices
Perceive Fb Advert Specs
Photographs and movies type the spine of many Fb advert campaigns.
So, these artistic parts should be correct.
And since your Fb commercial represents your small business, you don’t need to embody blurry pictures or wonky movies.
Familiarize your self with Fb advert specs to make sure you add the best artistic file varieties and sizes:
Fb Picture Advert Specs
File sort: JPG or PNG
Ratio: 1.91:1 to 1:1
Decision: No less than 1080 x 1080 pixels
Main textual content: 125 characters
Headline: 27 characters
Description: 27 characters
Most file dimension: 30 MB
Minimal width: 600 pixels
Minimal top: 600 pixels
Right here’s an instance of a Fb picture advert by Good Protein:
Fb Video Advert Specs
File sort: MP4, MOV or GIF
Ratio: 1:1 (for desktop or cell) or 4:5 (for cell solely)
Video settings: H.264 compression, sq. pixels, mounted body fee, progressive scan, and stereo AAC audio compression at over 128 kbps
Decision: No less than 1080 x 1080 pixels
Main textual content: 125 characters
Headline: 27 characters
Description: 27 characters
Video period: 1 second to 241 minutes
Most file dimension: 4 GB
Minimal width: 120 pixels
Minimal top: 120 pixels
Right here’s a Fb video advert from Goodfood:
Fb Carousel Advert Specs
Picture file sort: JPG or PNG
Video file sort: MP4, MOV or GIF
Ratio: 1:1
Decision: No less than 1080 x 1080 pixels
Main textual content: 125 characters
Headline: 32 characters
Description: 18 characters
Variety of carousel playing cards: 2 to 10
Picture most file dimension: 30 MB
Video most file dimension: 4 GB
Video period: 1 second to 240 minutes
Right here’s a carousel advert instance by Upside Drinks:
Fb Assortment Advert Specs
Picture sort: JPG or PNG
Video file sort: MP4, MOV or GIF
Ratio: 1:1
Decision: No less than 1080 x 1080 pixels
Main textual content: 125 characters
Headline: 40 characters
Picture most file dimension: 30 MB
Video most file dimension: 4 GB
Additional studying: 8 Indicators of Fb Adverts Points and Tips on how to Repair Them
Promote Natural Posts That Already Carry out Properly
Take a look at your natural (i.e., not paid) Fb posts to know the varieties of content material that resonate together with your target market.
This fashion, you’ll simply create and run a boosted put up that advertises content material your viewers will seemingly interact with.
For instance, Mario’s shares an natural put up saying they’re opening quickly, which creates lots of engagement.
They might then enhance this natural put up to create an advert.
Selling natural posts additionally means you don’t have to spend a lot time making a Fb advert. The content material is already there and able to be distributed to your target market.
To know which natural posts create engagement on Fb, use Semrush Social.
Merely open the device and click on “+ Add profile.”
Then, comply with the prompts to attach Fb. Like this:
Then, open the device to the “Overview” tab. Right here, check out metrics from every of your social channels:
To look particularly on the efficiency of particular person Fb posts, go to the “Fb” tab and choose “Posts.”
Right here, you’ll see which Fb posts create the perfect engagement:
Now, use this info to assist decide which Fb posts may work effectively as advertisements.
Get Began on Fb Promoting with Semrush
Promoting on Fb is an environment friendly and cost-effective strategy to develop your small business.
Whether or not you’re seeking to run your first advert marketing campaign otherwise you’re a seasoned paid social professional, Semrush comes with a collection of instruments that can assist you run profitable campaigns.