In addition to advertising partners like WeddingWire, you have many online channels available to your business – email, website, social media, search, just to name a few – so it can be hard to keep up with all the options to know what you could be missing! But when it comes to easy-to-use platforms that work with a wide range of budgets, Facebook Advertising is definitely an option worth noting.
Using Facebook Advertising, you can reach your audience as well as friends of those in your audience. There are several ad types to meet a variety of needs, and you don’t need a large budget to start testing. You’ll be able to see exactly how your ad is performing with access to advertising metrics for each ad you create. Below we share everything you need to know to get started with Facebook ads!
Creating your ads
Creating your ads on Facebook is a fairly simple process, but it does require some forethought. Do your research by taking note of any ads you see that got your attention, and think about the combination of words and imagery that made the ad so successful. It’s easy to find inspiration from other ads – even those that are not related to the wedding industry – if you pay attention!
To create your ad, you have two options for the ad creative – the images or videos you use:
- Use existing post: Did one of your posts perform well? Put money behind it! You can select an existing post to promote to your desired audience instead of starting from scratch. Just remember that you can’t change the link destination of your post, since the post was previously published with that link.
- Create new ad: Create something new and unique for your Facebook ad! Combine a great message with photos or videos of your work to attract new clients. Use the text box to write up to 90 characters above your ad’s image. Use the headline (25 characters) to lay out a clear call-to-action for those who want to learn more about your ad. You also have a link description box beneath your headline to write up to 30 characters more about your business. For images, you have the following options:
- Single image: Select a single image to make a splash and get attention. If your image has text, be sure that the text doesn’t cover more than 20% of the image or your ad will likely be taken down. To make sure you’re following guidelines, use Facebook’s grid tool.
- Multiple images: If you’d like to feature several photos of your work in your ad, select the carousel ad format. Showcase 3-5 images in your ad that all direct to your website. This is a great way to feature several products or service types in a single advertisement.
- Video: Video is all the rage on social media these days, and now you can incorporate video instead of images in your advertisements. It’s great if you have professional videos or clips at your disposal, but it doesn’t have to be fancy – try recording a short video and posting it organically on your page to see how your audience reacts before you spend money on it.
For a full description of all the ad types available on Facebook’s platform and their design/text requirements, check out the Facebook Ads Guide!
Targeting your ads
Stretching beyond general demographic and geographic data, Facebook Advertising has opened the door to interest, behavioral, and connection-based targeting methods. These advanced targeting options increase your ad’s relevance to your users and provide a greater level of personalization. You have five options:
- Location targeting: Reach only those in specific geographic regions where you live or do business! You can target your ads by country, state, zip code, or area within a certain distance from your business address. This is a simple method that casts a wide net.
- Interest targeting:Reach specific audiences by looking at users’ self-reported interests, activities, skills, pages/users they have engaged with, etc. Interest targeting is often related to keyword targeting, so you can combine these targeting methods for better results.
- Behavioral/Connection targeting: With behavioral targeting, you can reach people based on purchase behaviors or intents, and/or device usage. With connection targeting, you can reach people who have a specific kind of connection to your page, app, group, or event. Both types of targeting take into account users’ past behavior to help you determine intent.
- Custom targeting: Reach audiences by uploading a list of email addresses, phone numbers, users IDs, or usernames. Facebook offers Custom Audiences, so if you have a known group of people you’d like to target, you can simply upload them and target them directly (provided that the social network can match the data you’re uploading with Facebook profiles).
- Lookalike targeting: Reach new people who are similar to an audience you care about. Lookalike targeting helps businesses extend their custom audiences to reach new, similar users. For those businesses looking to acquire new customers through social media advertising, lookalike targeting can be a fantastic acquisition tool.
Remember: When you see a Facebook ad, it’s targeted to you and people like you in some way. Brides and grooms are likely not going to see the same ads as you see (unless you’re also getting married – congrats!), so avoid spammy comments or links to your own website. It’s likely that the only other people seeing your comments are other wedding professionals or small business owners.
Placing your ads
Not only can you target your ads by your desired audience, but you can also target your ads by your desired device type through your ad placement. Ad placements are where your ads can appear on Facebook, and there are currently three options: Desktop News Feed, Mobile News Feed, and Right Column Desktop. Desktop News Feed and Mobile News Feed ads are pretty self-explanatory – they appear within the News Feed on the desktop or mobile view of Facebook, respectively. Right Column Desktop ads appear on the right side of the News Feed on desktop view. These are more similar to classified ads, with smaller images and shorter amounts of text.
You can select to display your ads on all of these placements, or only on one or two. While the ads look different in each placement, Facebook provides guidelines to ensure your ads will look great no matter where you want them.
As with any advertising platform, measuring your results is key to achieving success! It’s important to pay attention to what works well and what may not work so well in order to make changes for the future. You can also test multiple ads at one time if you have the budget – just try to test one part at a time (text, image/video, headline) so that you know which aspect of the ad is affecting your overall success rate. Common metrics to look out for are:
- Reach: The number of people your ad was shown to
- Frequency: The average number of times your ad was shown to each person
- Clicks: The total number of clicks on your ad (including offsite clicks to your website, Page likes, or post comments)
- Results: The number of actions as a result of your ad based on your objective
- Cost: The average you paid for each action associated with your objective
- Cost Per Click: The amount you are charged each time someone clicks on the link in your ad that directs people off Facebook
If you’ve never looked at your Facebook page Insights before, you’ll find them located at the top menu bar on your Facebook page. Only page administrators have access to these valuable insights, so visitors to your page will not see your page’s performance. Facebook Insights tracks and reports on a number of metrics and statistics, and you can track your advertising performance here as well. Read our full post on Facebook Insights to find out where to find what you’re looking for and what certain terms mean, or head to Facebook’s help center for Ads Reporting Basics.