Updated: Sep 10, 2018
This is the fun bit - creating adverts! And there are a lot of different ways in which you can display your message to entice a prospective customer to respond to it.
To get to this stage of the advertising dashboard, you need to have set up who you want to see your adverts, check out our 'Getting started with Facebook Advertising' blog to get to grips with that bit.
How do you want your Facebook Advert to look?
Whether you want to use video, photo or text – or a combination of those elements – there's a Facebook ad format for every story.
Whatever your business goals are, a photo ad on Facebook (or Instagram) is a great way to increase awareness of who you are and what you do. A photo ad gives you a clean, simple format to use with inspiring imagery and engaging copy.
Facebook have developed their video offer quite extensively from bite-sized videos that we watch on-the-go, to longer video styles we watch on the sofa. On mobile, people prefer shorter video ads – we're talking 15 seconds or less. Shorter videos have higher completion rates, so you can successfully share your entire message.
The carousel format allows you to showcase up to ten images or videos within a single ad, each with its own link. With more creative space within an ad, you can highlight different products, showcase specific details about one product, service or promotion, or tell a story about your brand that develops across each carousel card.
These ad formats tend to perform better, as you have more space to tell your story, people tend to want to slide between the pictures to see what is on offer and you've got up to 10 spaces to fill.
Facebook slideshow ads are video-like ads that use motion, sound and text to tell your story beautifully across devices and at every connection speed. You can create a slideshow ad in minutes from desktop or mobile and use it to tell a story that develops over time. You can even create a slideshow ad out of stock images available in the ad creation process, or use an existing video.
People will see these ads in their Messenger app. When they tap on an ad, they'll be sent to the destination you chose during ad creation – whether that's your site, app or a conversation with your business on Messenger.
Start the Conversation
Click-to-Messenger ads are Facebook, Instagram or Messenger ads that send people into a Messenger conversation with your business.
You can use click-to-Messenger ads to reach people at scale, then continue to interact with each of them individually in Messenger. Whether they want to learn about a new product or need to resolve an issue, you can tailor your interactions to meet their specific needs – and get closer to your business goals, one conversation at a time.
Retarget your Customers with Sponsored Messages
Sponsored messages allow you to send highly targeted promotions directly to the people who have already talked to your business in Messenger.
If you choose to run sponsored messages, Facebook recommend planning to be active and responsive once you have re-engaged customers. Away messages can help manage customer expectations by letting them know when they should expect a follow-up response.
Canvas helps you shorten the distance between your message and the customer. It loads instantly, it's mobile-optimised and it's designed to capture the complete attention of your audience. With Facebook Canvas, people can watch engaging videos and photos, swipe through carousels, tilt to pan, and explore lifestyle images with tagged products. They won't just see your story, they'll become part of it.
Now you understand there are lots of different advert styles you can play with, what happens once a prospective customer clicks on your advert?
Plenty of people want to hear back from your business, but filling in forms to learn more information can be difficult on mobile. Facebook lead ads makes the lead generation process easy. People simply tap your ad and a form pops up, already pre-populated with the contact information they've shared with Facebook, ready to be sent directly to you. Just like that, they can get the information they want – and you generate a qualified lead for your business.
If your website is powered by one of Facebook's partners, including Shopify, Magento or BigCommerce, you can automatically set up dynamic ads for your business. Facebook dynamic ads automatically promote products to people who have expressed interest on your website, in your app or elsewhere on the Internet. Simply upload your product catalogue and set up your campaign one time, and it will continue working for you for as long as you want – finding the right people for each product and always using up-to-date pricing and availability.
Link ads tend to be the most popular format of advertising on Facebook. Whether you want people to learn about your product, buy a ticket or download an e-book, Facebook link ads are a great way to get people clicking to your website and visiting the pages that you'd like them to see.
Get people to take the actions you want with your choice of call-to-action buttons:
Feel ready to go and create your adverts on Facebook now? Remember, you can pause your campaign whenever you like, amend the creative, the targeting, come up with a completely new ad set... Whatever it is, you can play around with it until you're happy.
It doesn't end there
By investing financially into an advert, it doesn't mean the sales will come rolling in. It's important to think about how easy it is for your prospective customers to buy from you.
A paid advert is just one piece of the puzzle, honestly ask yourself is your website performing its best? How quickly do you respond to an enquiry? How positive is your reputation online? By having a solid marketing foundation, that's when you know it's the right time to invest in advertising.
If you need some support in getting your marketing up to scratch, get in touch. Prices start from £50.