Facebook Marketing summary

After that pep talk, you’re probably ready to go launch some Facebook ads. Great! However, it’s first important to know how Facebook advertising works.

For starters, it consists of three layers. The highest layer is called the campaign. If you wanted to advertise a vacuum cleaner, for instance, you might set up a campaign called “Power Vacuum 2000.”

When you’re scrolling through a Facebook feed, what would compel you to stop and actually look at an ad? Why, an image, of course! So, how can you make your own ad images as effective as possible?

Selecting surprising, emotional images is the way to go. In particular, images that depict people experiencing powerful emotions are often extremely effective. This is especially true of photos of smiling women, perhaps because they lead the viewer to wonder, “Why is she smiling like that? Could this service make me equally happy?”

If you’re lucky, once you’ve caught a Facebook user’s attention with your image, he or she might also take the time to read your text. That’s why it’s imperative to write compelling copy.

So how can you do that? Well, here are a few useful guidelines:

Right now, your mind is probably swimming with potential ideas for ad copy and images. Out of all of these ideas, some will work, and others won’t. But how to identify the winners?

To start, take advantage of Facebook’s tracking pixels – that is, snippets of code that you can add to your website. This feature allows Facebook to track users who visit your site, purchase your product or perform some other kind of action.  

Although having great ads is important, targeting your ad sets is where the magic of Facebook advertising really happens. So, how can you take advantage of Facebook’s awe-inspiring targeting options?

Start by imagining your ideal customers and taking notes on their defining characteristics: Who are they? What do they do? How old are they? Where are they from? And so on.