Advertising

Harnessing the Power of Facebook Ads – Part Two: Understanding the Basics Continued

Facebook ads is a powerful platform used to market to customers through the social network. Pakistan has adopted this platform due to the extensive reach of boasts. In part one we covered the three layers which comprise a basic Ad – the campaign, ad set and ad. Particular focus was given on the type of audience as it is a big part of any campaign. In this article, we will cover schedules, ad placement, and an introduction to bids.

Schedules

Ads normally start running once Facebook has approved them, but you can set it to start running at a later date or time as well. This can coincide with a promotion you may be running, or when your page / website is ready for visitors. The real behind-the-scenes magic comes when you choose how you want your ad delivered. Out of the box, Facebook provide a delivery type of standard or accelerated, under the “Budget & Scheduled” section. Typically most ads will fall under the standard delivery, but for those who have a larger budget or a time-sensitive promotion, accelerated delivery may be used.

With accelerated delivery, the objective is to deplete the budget as quick as possible with little regard to value per click, compared to a more evenly spread with the standard delivery. The delivery and schedule may sound interchangeable and in most cases will be, but here, the schedule refers to the start and finish times of any ad whilst the delivery covers the showings of the ad between those times.

Ad Placement

Ad placement refers to how and where your ad is placed on the Facebook platform. With varying device sizes, Facebook allows for one ad to be shown across many in different formats dependent on its placement. The caveat to watch out for is loss of content as you move to smaller screen sizes, thus it is imperative to highlight your message in as less words as possible. The images below show a good example of this. On the left you will see the ad on a desktop feed with the mobile feed on the right. Comparing both image, the bottom one loses text highlighting the point above. The images also highlight the five main elements of a typical ad.

 

Further, the image below shows where your customer will see the ads. Visualising these will help when creating your ad.

Budget & Bids

Bidding in Facebook and other platforms is a complex element, one which is often misunderstood and as a result, ends up increasing the cost of the overall advertising process. As such, this article will provide an introduction to bidding and a detailed article on the subject will follow in Part three. It is important to distinguish the difference between a bid and a budget at this stage. A budget normally defines the maximum you would like to spend on a daily or weekly basis. A bid however, is the amount spent in the ‘auction’ to show your ad. To further clarify this point, your ad will be competing with thousands of companies for the advertising space, which means Facebook must use a fair way to show the ads, and this is called the auction. Each auction reviews variables such as quality and relevance of your ad to the viewer, along with the amount you are prepared to pay for the bid to work out which ad will be shown.

Next Time

We are nearing the end of the basics for Facebook ads, but due to the complex and extremely important element of ‘bidding’ in Facebook ads, bids will have a dedicated article with the aim of helping you get ahead of the competition.

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