It is no secret to anyone that Facebook is one of the social networks with the largest number of users worldwide.. Since, at the beginning of 2019, the number of people active on this platform exceeded 2,271 million and that, without a doubt, means that it is a social network with great coverage.
In this sense, Facebook can also be considered as a key marketing platform and completely effective for the promotion of any type of business. Since, the social platform allows you to create campaigns and take advantage of its full potential to retain a significant number of customers and thus obtain a greater number of income with complete success.
In this post, we want to detail what advertising on Facebook is about, also known as “facebook ads” and what are its most important advantages and disadvantages. Also, How can you create one of these campaigns and the main types that exist.
What are “Facebook Ads” or FB ads?
Certainly, Facebook Ads refers to the advertising system of the renowned social network Facebookwhich allows you to promote your page there, whether referring to a company, an online store or even an event or an application.
Thus, these are advertisements that are sponsored by this social platform and that, in recent years, has become a very effective, valuable and important online marketing tool for business worldwide.
In this sense, with Facebook Ads you can create advertising campaigns to your liking. Whether making text ads, with images or even with videos and whatever, the same FB promote it in the feed (the main news column) or in the main right column of the home part which is also known as “side bar”. Taking into account that both places provide great visibility.
For its part, it is worth noting that since this social network was created, that is to say in the year 2004already had an online advertising platform that was known as “the flyers”. However, during the last three and four years, Facebook ads have taken a bigger boom, thanks to the great success that they guarantee to businesses that make use of this.
In this way, it is necessary to highlight which are the most important advantages of advertising on Facebook and in the same way, to know the main cons that exist in this regard, which we indicate below.
Advantage
Being a social platform with so many users, of course it reveals a number of benefits that are worth keeping in mind when deciding to advertise on Facebook.
For this reason, below, we present you with the advantages that FB ads ensure for any type of business:
- Guarantees an absolute viralization of the advertising of your company or brand: Due to the great coverage of Facebook, this social network allows your ads to expand significantly among the friends of your followers and, without a doubt, it is a great point in favor. Since, a recommendation has much more power when it is given by a third party, that is, by someone outside the company.
- You can segment in detail and adjust your ads to your ideal customer: This is another of the strongest points, since Facebook Ads offers you the facility to reach the sociodemographic profile of the users who match your ideal client, through the advertisement. That way, you can get closer to your target audience.
- It is a very economical and accessible alternative: Since you only pay for the clicks obtained, advertising on Facebook is not expensive at all. Therefore, if you manage to make an adequate segmentation and show your ads to people who are truly interested in them, you will get a greater benefit.
- Allows you to measure the results obtained: Since FB delivers detailed reports around your ads, you can measure the results and also further optimize the campaign.
- You have the brilliant possibility of interacting day by day with your customers: Whether through sweepstakes, contests, games or simply find options, you can interact with the users who follow you and also learn about their likes and interests to use them in favor of your business.
- These announcements provide a remarkable integration: Another advantage is evident in the fact that Facebook advertising appears integrated into the rest of the content and, therefore, can be seen as publications made by the friends that each user has in their account. That way, there are high chances that they will notice your ads.
Disadvantages
Even though there are such good advantages of advertising on Facebook, there are also some negative aspects that must be taken into account when promoting your products or services on this famous social network.
So, here are the biggest drawbacks that Facebook Ads reveals:
- There is still user resistance towards advertising: Unfortunately, the acceptance of advertising by the user on FB is still very low. Since, in general, it is a platform used exclusively for social interaction.
- Sometimes it can generate lower quality leads: Another of its unfavorable points lies in the low conversion rate offered by these ads. Because it is not the same to receive a visit from a user who is looking for your product or service in the search engine, for example; Why receive this visit from someone who is interacting with their friends on Facebook and sees your ad purely by chance.
- Facebook ads take a lot of effort: Given that there can be a direct dialogue on Facebook with the client, this will surely generate a greater effort and, in effect, the contents must be made more relevant and constantly updated. Thus, companies that present a lack of structures are not in a position to issue said effort.
- It can be classified as a passing fad.: It is no secret to anyone that the social networking market is considered an emerging sector and therefore hosts a large number of companies day after day. In this way, it is very possible that other competitors can overshadow FB in the future.
- There is some loss of control by the advertiser: If you run an ad campaign on Facebook, you need to understand that you will have little power over it. Because you cannot control this platform for its launch and ultimately, FB is the only one in charge of displaying your products or services in its own way.
How to create an effective Facebook ad campaign step by step?
Before starting the creation of an advertising campaign on this social network, it is mandatory that have your ad accountthat is, the place from where you will create and manage your campaigns and advertisements.
To do this, you simply have to access the Facebook Ads platform or “”, and then click on the button “Create an ad”, which is located in the upper right. Subsequently, it is enough and in addition, you must provide your personal and billing information. That’s it.
Now, once the above is done, we can start with the steps to follow to achieve create a truly successful Facebook ad campaign. The best of all is that it is very easy to do it and here we indicate the step by step to carry out.
Select your advertising objective on Facebook
Without a doubt, this step is the most relevant when starting a completely effective campaign. Because, if you choose your goal correctly, surely Facebook will provide you with the greatest diffusion and that way, you can meet your expectations, quickly. Otherwise, the advertising campaign will most likely not bring positive results.
For this, it is worth noting that There are three main types of marketing objectives., through which you can specify different results and of course, they must be adapted to your business strategy. These are based on:
Recognition
This section is perfect for those who have done a branding strategy. In this way, they have two options to choose from and they are:
- Brand recognition: By selecting this option that is located in the first position, you are working towards increasing the notoriety of your brand. With which, Facebook guarantees you a high probability of reaching users who really pay attention to your ads and not only on this social platform but also on Instagram.
- Scope: It is the second option you have in the section “Recognition” and as the name implies, with this you can increase the reach and visibility of your ads, in order to have a wide audience.
Consideration
This is the second objective that you can use, depending on your marketing strategy. It is valuable to take into account that, mostly, it is used in those strategies that want to generate better traffic and large number of leads.
For this reason, it is the section that offers more options, which are:
- Traffic: This is the first option offered by the section “Consideration” and is based on directing traffic to a specific destination. Which can be within the platform or outside of FB (your blog, for example).
- Interaction: By selecting it you can increase the interaction with your publications (text, images or videos) or with your page, in general.
- Application downloads: In case your company has a mobile application, you can promote it with this selection and increase the number of downloads it receives.
- video views: If you want to increase the dissemination of a video and, with this, a large number of people watch it, this is the best option.
- Lead generation: With this section you have all the ability to capture data from potential customers through a form. Said form is automatically filled in with the data that the person has on FB.
- Messages: Mostly, it is used to increase conversions on Facebook Messenger, of course with users interested in what you offer. In that way, it’s a great way to implement customer service.
Conversion
It is the third objective that FB offers you so that you can have an advertising campaign with guaranteed success. In most cases, this section is used by companies that have their strategy based on conversion to sales, as well as on the generation of qualified leads.
The options offered by “Conversion” are the following:
- conversions: It is chosen to have the possibility of obtaining qualified leads on the website of your business.
- catalog sales: This option is used for the purpose of creating advertisements so that the products in your catalog are displayed automatically.
- Business visits: If you want users to visit your physical business, this selection will help you find people who are located near it.
Proceed to define your target audience
To start configuring this step, you need to start by naming the ad set. In this sense, it is valuable that always name your campaigns and ad set differently. Since, only in this way, you can quickly locate…
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