Understanding Facebook Ad Campaigns

Guest Article

If you’re reading this right now, it likely means that you’ve fully embraced mobile marketing for your business (if not, then it’s time to start migrating to the online marketplace). Hopefully, you’ve already seen the dividends that reaching out to digital customers offers, so what’s next? It’s time to make the move to paid online marketing. Advertising on Facebook really can’t be perceived as being a huge advantage anymore. Now, you need to look for ways to optimize your marketing campaigns for big gains. I’m talking 10x kind of numbers.

With currently over 1.76 billion active users, no marketing medium out there presents more potential for brand growth than Facebook. Professional organizations, large corporations as well as small businesses and startups are beginning to take note. As of September 2016, there were over 60 million Facebook business pages, each of which offers advantages to companies both large and small. For example, it’s estimated that as many as 75 percent of established brands are currently marketing on Facebook. At the same time, nearly 41 percent of small businesses in America rely heavily on Facebook marketing. This is no doubt because of Facebook’s unique abilities to engage with current customers to foster brand loyalty, customer service, and growth. That strategy is obviously working. FB Ad revenues are at an all-time high.

Pinpointing the Correct Placement of Your Ads

You might see the potential that marketing on Facebook offers as a guaranteed path to online advertising success. Yet it is entirely possible for you to fail in your Facebook marketing efforts if you don’t understand the types of ads that are available, their purposes, and the actual space that they allow to display your content. As inconsequential as it may seem, even testing different headlines in your ads may be a determining factor in your advertising success. Why? It’s simple, if you take a moment to think about it: much of your ability to convert visitors to your site to customers depends upon the user experience. The same holds true for your Facebook ads. The way they are structured can interfere with their performance and, ultimately, the viewer’s satisfaction. Thus, you should make it a goal to completely understand the ad placement options Facebook offers.

Currently, there are four Facebook placement alternatives for you to choose from:

  • Newsfeed
  • Mobile
  • Right-Hand Column
  • Audience Network

fb-ads-placements

The right placement for you will depend largely on the design and display specifications of the types of ads you utilize. You will also need a comprehensive testing and targeting strategy. Some of that spec information is listed below:

  • App Installs/Engagement:
    • Design: 1,200 x 628 pixel image size, 1.9:1 image ratio, 90 character text maximum
    • Newsfeed display: 470 x 246 pixels, 25 character title maximum, 90 character text maximum
    • Mobile display: 560 x 293 pixels, 32 character title maximum, 110 character text maximum
    • Right-hand column display: 254 x 133 pixels, 25 character title maximum, 90 character text maximum
  • Carousel:
    • Design: 600 x 600 pixels, 1:1 image ratio, 90 character text maximum, 40 character headline maximum, 20 character link description
    • Newsfeed display: 300 x 300 pixels, 500 character text maximum, 1-2 lines headline maximum, 1 line link description
    • Mobile display: 460 x 460 pixels, 120 character text maximum, 1-2 lines headline maximum, 1 line link description
    • Right-hand column display: 125 x 125 pixels, 90 character text maximum, 25 character headline maximum
  • Clicks to Website:
    • Design: 1200 x 628 pixels, 1.9:1 image ratio, 90 character text maximum, 25 character headline maximum, 30 character link description
    • Newsfeed display: 470 x 276 pixels, 500 character text maximum, 1-2 lines headline maximum, 2-3 lines link description
    • Mobile display: 560 x 292 pixels, 110 character text maximum, 1-2 lines headline maximum, 1 line link description
    • Right-hand column display: 254 x 133 pixels, 90 character text maximum, 25 character headline maximum
  • Events Responses:
    • Design: 1200 x 444 pixels, 2.7:1 image ratio, 90 character text maximum, 25 character headline maximum
    • Newsfeed display: 470 x 174 pixels, 500 character text maximum, 25 character headline maximum
    • Mobile display: 560 x 208 pixels, 120 character text maximum, 25 character headline maximum
    • Right-hand column display: 254 x 94 pixels, 90 character text maximum, 25 character headline maximum, page name up to one line
  • Offer Claims:
    • Design: 1200 x 628 pixels, 1.9:1 image ratio, 25 and 90 character offer title maximums
    • Newsfeed display: 470 x 276 pixels, 25 character offer title maximum, 90 character text maximum
    • Mobile display: 560 x 292 pixels, 25 character offer title maximum, 90 character text maximum
    • Right-hand column display: 254 x 133 pixels, 25 character offer title maximum, 90 character text maximum
  • Page Likes:
    • Design: 1200 x 444 pixels, 2.7:1 image ratio, 90 character text maximum, 25 character headline maximum
    • Newsfeed display: 470 x 174 pixels, 90 character text maximum, up to 1 line of page category
    • Mobile display: 560 x 208 pixels, 110 character text maximum, up to 1 line of page category
    • Right-hand column display: 254 x 94 pixels, 90 character text maximum, 25 character headline maximum

The Fact is, you CAN make a very successful Facebook Advertising campaign for your business, but that doesn’t mean you should. Most of my success is because I’ve failed. Repeatedly. It has helped me and my team find out which placements, and audiences work best for certain industries or targets. I’ve learned that when advertising disruptively, you need to be extremely creative in your approach and you MUST track everything.

Remember, these people didn’t ask to see your ad so be different and think through each step of the user’s journey through your own customer acquisition funnel. If you need help, you can learn more about our Facebook Ads service here. Lastly, I’ll say that if you are new to digital marketing, this is a great place to start, but when Facebook Ads is paired with no other forms of marketing the return we have seen is substantially less.

About the Author:

cody-jensenCody Jensen began his career with the corporate giant, Google Inc. He has been in Search Engine Marketing ever since, and has a specific acumen for SEO/SEM. Cody is the Founder & CEO of Searchbloom an industry leader in digital marketing.

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