Facebook is the most popular social media platform today, reaching millions of users worldwide. According to Statista‘s research, Facebook’s active monthly users for 2023 amount to 3 billion people.
This makes Mark Zuckerberg’s platform a preferred marketing tool for numerous advertisers and specialists, with over 10 million active advertisers on Facebook this year.
Facebook represents immense potential and an opportunity for both small and large businesses to promote themselves in the digital space. However, marketing and advertising on the social network require particular attention and knowledge.
Why advertise on Facebook?
Utilizing Facebook ads provides several advantages for businesses and their advertising communication. The main benefits of advertising on social media include improving visibility, specific targeting, and a variety of formats.
Facebook ads can significantly enhance online business visibility, reaching a large number of users. These can be new potential customers who, at the time of advertising, may not be familiar with or follow the brand online.
The fact that the social media platform is the most popular for last year means that it has gathered a massive user base, i.e., a huge audience. Studies claim that for the year, Facebook’s global advertising audience is over 2 billion people.
The large audience allows advertisers on the platform to precisely segment the audience. The option for specific targeting helps identify users with similar interests and demographic characteristics, easily turning them into potential customers for the business.
In addition to specific targeting, the popular social media also offers other options for personalizing advertising communication. For example, budgetary and geographic flexibility – Facebook ads have no specified minimum investment. They can be controlled and chosen according to the company’s capabilities. Advertising messages can be directed to different geographical regions worldwide.
Facebook offers a variety of advertising formats – images, videos, carousel ads, stories, etc. Advertisers on the platform can choose types that meet the needs of the business and audience preferences. Marketers have the opportunity to select different types of ads based on their marketing goals, such as increasing website traffic, boosting sales, awareness, and more.
One of the most valuable features of Facebook ads is the platform’s analytical features, allowing the measurement of key metrics, analysis of results, and optimization of ads.
How to use Facebook Ads?
Creating effective paid Internet ads on Facebook requires specific knowledge and going through several steps in the platform’s specialized panel.
Define the marketing goal of Facebook ads
The first step in creating Facebook ads is to define the marketing goal, i.e., what you want to achieve with the ad. This is crucial for presentation and results, as Facebook offers various promotion options based on the set goal.
Ad goals offered as choices for advertisers include Sales, Leads, Engagement, Traffic, Awareness, Reach, and App Promotion.
Determine the target audience
Once the advertising goal is defined, the next step is determining the target audience. This is the group of users interested in the business and to whom the ad messages will be shown.
Facebook offers various options for segmenting users, allowing a precise selection of the target audience based on the business specifics. People can be filtered by their age, gender, location, language, interests, and habits.
Tip: When segmenting the audience, it’s important to think about “Who is most likely to make a purchase and engage with our business?”
Choose the type of Facebook ad
The next focus should be on choosing the type of Facebook ad. The social media offers a variety of ad formats suitable for both small and large businesses.
The main and most common types of ads on Facebook are image ads, video ads, catalog ads, and carousel ads.
Define the advertising budget
One of the most important and key steps in creating Facebook ads is defining the advertising budget.
Facebook determines the cost of sponsored content similar to Pay-Per-Click internet advertising, meaning payment is made when a user engages or interacts with the ad.
The social media platform offers two main budget options – for the day or for the entire campaign period.
Test Facebook ads
Critical to the success of Facebook ads is conducting tests. It’s important to know that not always the first ad created will be the most successful. To achieve the best results, regular optimization of ad communication and changing an element of it – image, text, or even a button – is necessary.
For example, an easy test is changing the Call to Action (CTA) button, running the ad in two variants – with “Learn More” and “Buy Now” buttons. The results from this experiment will indicate which approach is more suitable for the specific Facebook ad.
Tracking and analyzing results
A key part of using Facebook ads correctly is measuring the results obtained.
Results provide diverse and useful information not only about the ad’s performance on the social media but also about the behavior and preferences of users. The key metrics important for every advertiser include how many people the ad reached, how many clicked or interacted with it, and what revenues it generated for the business.
Analyzing data from Facebook enables optimizing the content of ad communication and improving its presentation in the future.
Facebook Ads Trends for 2024:
Facebook is a social media that evolves and changes rapidly. It frequently introduces innovations that alter user preferences.
The main trends in Facebook advertising for 2024 include videos, shopping ads, and collaborations with influencers.
Among the most popular content and advertising formats in recent years is the video format. Facebook is the second most popular social media platform for video content after YouTube, according to 86% of marketing professionals.
The popularity of video Facebook ads is expected to grow even more this year. Users are spending increasing amounts of time watching advertising clips on the social network, with 89% of them believing that video advertising persuades them to make a purchase.
The next trend in Facebook ads is the use of shopping catalog ads. These are marketing communications presenting a catalog of products. They are preferred by many users as they provide an easy and convenient way for online shopping on the social network. This type of Facebook ads is extremely popular for online commerce and stores with a rich product catalog.
Influencer marketing remains prominent in 2024, with collaborations between businesses and internet celebrities still being a growing trend in Facebook advertising. It creates a connection with new potential customers and expands the business’s audience on the social media.
Tip: For a successful collaboration with influencers, it’s important to choose suitable personalities—people who possess important values for the business and work in the same or a similar industry.
What is the future of the popular Facebook Ads?
In the dawn of 2024, the future of Facebook ads looks promising and dynamic. Trends indicate the continued use of advertising communications on the social media as one of the key tools in digital marketing and an essential part of every successful marketing strategy.
A Statista study indicates that Facebook’s revenue from paid ads in 2022 was approximately $114 billion, and the number is expected to grow, surpassing $127 billion by 2027.
Facebook ads are an excellent approach to promote businesses online. Effective advertising communication on the social media helps reach new potential customers and increases interest in the company.
SS STUDIO can create personalized Facebook ads for your business. The digital marketing agency offers its clients configuration and management of advertising campaigns on Facebook—promoting your business page, products, and services offered by the company.