The Basics of Facebook Advertising


Facebook has definitely become one of the best tools for businesses who want to establish a presence online. According to the latest statistics there are over 900 million active users on the social network (as of March 2015) and there is an increasing number of businesses that are taking advantage of this massive user base to get their brands noticed in hopes that the added attention can be translated to added sales. In fact, as of April 29, 2015, there are already 40 million active small businesses on Facebook, all trying hard to capture the attention of its users.

Businesses who have cash to spare can tap a powerful tool within Facebook that can allow their brand to reach millions of users, some of which can be potentially converted into sales. The social network’s advertising platform uses its own database of user information to help businesses target the right customers based on several factors including their interests, age, gender and location.

For companies new to Facebook advertising, there are a number of ways they can engage their target audience depending on what they want to achieve. Here is a quick rundown on the types of ads that businesses can use to promote their brand on the social network.

Page Like Ad – This is an ad that’s designed to promote a brand’s page and is usually shown in a carousel on a user’s newsfeed alongside similar ads and is created using Facebook’s Ads manager platform. This type of ad is mostly used by small businesses that are new to social networking and intends to increase their fan base for improved brand visibility.


Clicks to Website – This type of ad is designed specifically to direct people to a certain website or a page of a website and can be presented using a single image or video in an ad unit or using multiple images in one ad unit. Both the photo and video ad can be created from within the Ads manager platform while the multi-display ad needs to be created using the network’s Power Editor tool.

App Installs/Engagement – Businesses who have their own apps can use this type of ad to encourage users to purchase and/or install their app. Companies who also develop and sell their own software can also use this type of ad to drive sales.



Offer Claims – Offer Claim ads are exactly what its name says it is – it gives user the opportunity to claim special deals, discounts or offers in a business’ online store. This type of ad allows users to easily claim the offer directly on Facebook, streamlining the process which should increase the likelihood of closing a sale.

Local Awareness – Local ads on the other hand are meant to direct Facebook users to a company’s physical store in order to generate real foot traffic. In terms of design and look, Local ads are relatively similar to offer claim ads but the call to action button is different as it features a “Get Directions” button instead of a Get Offer button.

Event Responses – Event response ads on the other hand are advertisement designed to raise the attendance at an event. Most businesses use this kind of ad to send users into a specific landing page on their website where they can buy the tickets for the event, though it can also be used just to reach more people and promote the occasion in general.



Video Views – Companies who have video content can make use of Video view ads in order to reach a wider audience base. Compared to the basic single image ad, video ads are generally more engaging which makes it ideal for raising awareness about a business brand.



Boosted Posts – Boosted posts is an organic post that was originally posted on a business’ Facebook page, and was later boosted using advertising. Unlike the other types of ad units mentioned above, the purpose of using boosted post may vary. It could be to raise brand awareness, but it could also be used to promote an event, a product or an offer. However, it has limited option when it comes to pricing, targeting and bidding.

Website Conversions – Website conversion ads are basically ad units with a tracking code called a conversion pixel included. This kind of ad is great for ecommerce websites as they are able to track several conversion types including checkouts, registrations, leads, page views, adds to cart that resulted from people seeing the ad. However, this type is quite technical and requires the assistance of a web developer who will install the conversion pixel on a website before it can start tracking the conversions.


Source: Facebook for Business

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