Welcome to the one stop shop on how to advertise on Facebook! Facebook is one of the best ways to drive consistent traffic to your website. You can target specific demographics and create compelling advertisements to skyrocket awareness of your brand. But you might be wondering, “Is Facebook really that popular?”
Let’s do a small experiment so you can see first hand. Think about anyone that you know; it could be your uncle, aunt, friend, cousin, or close friend. Log onto Facebook and search for their name. Did you find them? See… everyone is on Facebook! And as of October 2019, Facebook was reported to have 2.4 billion active users. That’s more than a quarter of the world's population. There are 350 million photos uploaded to Facebook everyday, combined with 100 million hours of daily video content. So what does that mean for you?
Your company needs to be on Facebook. Period. There are over 60 million active business pages on Facebook , and over 2 billion people waiting to be reached through advertisements you put out. Think about how quickly your company could skyrocket in sales. But there’s a catch. While advertising might seem like a breeze, there are many key concepts that people miss out when creating an effective campaign. There are millions of companies everyday that get their ads declined on Facebook, so it’s important to understand the platform's policy.
Understanding how Facebook users find your business is also important. They typically resort to checking the feed on their mobile phone rather than a desktop. So what does this mean for you? When creating campaigns on Facebook it’s most effective to target mobile users. As of 2019, 94% of Facebook ad revenue came from mobile devices, while the remainder came from desktop-only users.
So now that you know why Facebook is so important, let’s dive deep into Facebook’s policies and rules to ensure your ads won’t get shut down. Let’s also look into setting up your first Facebook ad, so you’ll be prepared for the year to come.
Advertising on Facebook has dramatically changed over the years. And 2020 poses new challenges compared to 2019. Facebook has been using a strict advertising algorithm for your ads to pass through. And if your ad fails to meet their standards, you’ll receive a message saying it was declined. It typically takes 24 hours and upwards for your advertisement to pass through Facebook's algorithm. But with the right techniques and knowledge, you’ll never have to worry about a declined ad. So you might be wondering, “How can I know if my ad will be accepted?”
There are many areas where Facebook has policies set in place. You can find a list of their policies here, which covers everything we’ll discuss in this article. To understand how to advertise on Facebook, here are the 3 major areas to consider when creating an effective ad:
Using restricted/prohibited content
Implementing videos and images
Handling customer information
Using appropriate content is the first step on how to advertise on Facebook. And it should be a no-brainer for anyone who’s trying to create a campaign. But you might be thinking... It’s as simple as posting appropriate content, right? Well… not exactly. There are restrictions set up for each specific niche.
To clarify, let’s use the financial and insurance market. As stated in the Facebook guidelines, “Ads promoting credit cards, loans or insurance services must be targeted to people 18 years or above. Ads promoting credit cards, loans or insurance services must not directly request the input of a person’s financial information, including credit card information.” On top of that, the insurance company is required to state all APR percentages, interest rates and the physical address of the company in the advertisement.
The other aspect of restricted content is for explicit or adult based content. If you wouldn’t show a particular ad to your loved ones, then odds are it’s inappropriate. Facebook strictly prohibits illegal substances, adult products, or discriminatory practices. Any of these will be instantly declined. To help find the rules for your company, find your specific niche on Facebook’s policy list and see which restrictions Facebook has in place.
Implementing images and videos are important when creating an effective ad, but what’s the use if they can’t pass Facebook’s algorithm? While posting appropriate content is a given, there is an aspect of “watchable” content that you have to comply with. Let me explain. Your video should not have flashing lights or disruptive methods that could trigger a seizure.
It’s in your best interest to keep your videos simple and easy on the eyes for viewers to watch. As mentioned in an article entitled Importance Of Video, “People often would rather watch a video than have to read through a large amount of text.”
If you are creating videos for mature audiences, your video must be targeted toward viewers 18 years and older. This could be anything from trailers to TV shows that are designed for a mature viewer.
To understand how to advertise on Facebook, it’s also important to consider the images you upload. Images for your ads should also be appropriate, friendly, and relate to the core message of the advertisement.
But there’s a catch. A lot of companies get their ads declined because they used excessive text on their images. If you reduce the amount of your text on your images, you ads will effectively reach all customers you initially targeted. Too much text will either result in a decline or a reduced reach.
When learning how to advertise on Facebook, it’s important to understand your ideal market. Facebook gives you options to target specific demographics so your advertisements appeal to your researched market.
But there’s a catch. A lot of companies try to incorporate their researched demographics into an advertisement. For example, an airline company might ask, “Ready for your upcoming honeymoon?” You might be wondering, what’s wrong with that question?
Facebook has a general rule that you cannot reveal an individual's characteristics in an advertisement. In other words, you cannot assume anything about the buyer's identity. So how do you work around that?
The best way to work around that is by stating your headline in a different way. And here’s what I mean. Take a look at these two headlines below, and think about which one will comply with Facebook’s algorithm.
“Do you have diabetes?”
“New diabetes treatment available.”
Can you guess which headline complies with Facebook? You guessed it, it's headline #2. Headline #2 does not imply that the reader has diabetes. To fix this issue, we can introduce the idea of a new treatment method to solve diabetes. This eliminates the suspicion of customers thinking that Facebook has hidden information about them.
While understanding how to advertise on Facebook is necessary, it all starts off by using Facebook’s platform to set up an ad campaign. The first step is to create a Facebook page for your company to advertise on. When creating an account, you want to make sure that you’re setting up a business account. This is extremely important, or else you will not be able to set up a campaign. Once you’ve created an account, head on over to the ads manager.
Ads manager is where you can create advertisements for your business. Click the create button at the top left side of the screen. Facebook will ask you to choose the reason behind your campaign. Typically people choose brand awareness, but they generally all have the same purpose. The next step is the part that matters most.
After choosing your reason, you’ll be asked to fill out information about your target audience. Be specific and target only the people in your researched demographic. As quoted by Dan Lok, founder of Closers.com, “Being specific about your target market will get you much stronger results.”
After filling in your ideal market, you have the option to select a budget for your ads. There are two options: either a daily budget or a lifetime budget. A daily budget is used for spending ad-money throughout the day. For example, if your budget is $5.00, Facebook will spend $5.00 within a 24-hour period. A lifetime budget provides a customized method of spending ad money. As an example, Facebook can spend $5.00 over a period of 30 days. The period is strictly based off the duration you set.
Learning how to advertise on Facebook might seem like a challenge. But let me reassure you, with the right precautions and guidelines set in place, you can create winning campaigns to skyrocket your revenue from day one.
What if I told you that there was an elite group of writers who were experts in Facebook advertising? What if I told you that these writers have proven techniques to create 100% working ads? See what I’m talking about is a certified copywriter. Here at Copywriters.com, you can find an elite group of writers who are experts in Facebook marketing. They are skilled in researching market demographics and know all the steps to complying with Facebook's complex policy. You never have to worry about your ads getting shut down with a copywriter from Copywriters.com.
Getting into Facebook may seem difficult with all of their policies and confusing criteria. It’s important to upload appropriate content, while taking into account the videos and images you post. Remember to keep the customer's identity private, and not give away any hints to show that you know anything about them.
When setting up a Facebook account, remember to identify yourself as a business and set up campaigns targeting specific demographics. It’s ideal to target mobile users over desktop, as mobile is primarily the place where users can be found.
If you are interested in hiring a certified copywriter who knows how to advertise on Facebook, click here to hire a copywriter. Let professional writers generate the results that your company deserves.
Photo credit: https://www.shutterstock.com/image-photo/bucharest-romania-march-162015-photo-facebooks-261000080
Noah Nanan is an on-demand copywriter who is trained and mentored by industry-leading professionals in producing revenue-generating copy. He is strictly focused on producing results and practices his skills everyday to perform at peak conditions. He has a 10-year history in Martial Arts and a huge passion for working on cars.Hire Noah