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Facebook ad management

In the digital age, online presence is essential for businesses. There is a wide range of advertising options, but one of the most prominent is Facebook.

Facebook has been one of the most popular advertising solutions for businesses for years. There’s a reason why the social media platform is so popular: with over 2.8 billion Facebook users, virtually every organization can find a campaign setup and targeting option to help them achieve their business goals.

Facebook ads allow businesses to reach their potential customer base with targeted ads, build their brand or gather inquiries.

This page reviews Facebook Ad Manager’s general information, features, and common pain points while addressing client questions about Marketing Astro.

Advertise on Facebook

General information about Facebook ads

There is no doubt that Facebook Ads Manager has much business potential. Your Facebook ads can reach millions of users and convince them to buy your products or services. It is the social media platform with the largest number of users globally, so it is not a tool to ignore when developing your online marketing strategy.

When you set up your Facebook ad, you can choose from various options to suit your campaign goals. You can:

highlight an entry, 

collect interested parties

increase brand awareness

increase the number of followers on your Facebook page

promote an event

encourage your target audience to purchase your products

Your Facebook ads can appear to users when they browse their Facebook and Instagram feeds, browse stories, watch Reels videos, or log into Messenger.

How is advertising on Facebook different from advertising on Google?

If you’re considering developing your online advertising strategy, you’re probably wondering where to advertise – Facebook or Google Ads.

You might want to use the two biggest online advertising platforms simultaneously, complementing each other for the best results.

Google Ads

Compared to the Facebook Ad Manager, the power of Google Ads lies in Google Search, which allows you to show your ads to potential customers when searching for the product or service you offer – meaning they are in the final stages of the decision process.

Facebook

In contrast, Facebook’s power is based on user data such as interest and purchase information from websites that use Meta (Facebook) Pixel or login. This valuable data lets the tech giant know exactly what product or service we’re interested in and displays relevant ads in our news feed.

In conclusion, there is no exact answer to whether Facebook or Google Ads is the better platform, as both have advantages and can complement each other in a well-designed marketing strategy.

What kind of audience can you find on Facebook?

The platform has a broad audience, and Facebook Ads Manager allows advertisers to target users based on detailed demographic, interest, and behavioral data.

Demographic targeting

You can target your audience by gender, age, residence, education, occupation, or relationship status.

Areas of interest

You can define which users are interested in which topics make up your potential audience.

Behavioural target audience

You can target behavioral characteristics such as travel habits, mobile device usage, shopping behavior, or even target users celebrating an upcoming anniversary.

Similar target audience

If you have a customer list, an effective option is to create a lookalike audience, allowing you to reach users similar to your converted users on Facebook.

Remarketing

You can retarget users who have visited your website or are doing something on your website, and you can also target users who like or are active on your Facebook page.

The above also shows the diversity and breadth of your audience on the platform, and the data provided by Facebook can help you develop a targeted, personalized, and effective advertising strategy.

Who should you advertise to on Facebook?

With Facebook Ads Manager, virtually any business can find the right ad format and target audience to run an effective marketing campaign. Marketing Astro has launched successful Facebook ads with significant ROI for companies in various sectors, from fashion to tech.

Start-up entrepreneur

As a start-up entrepreneur, you can quickly gain widespread visibility among your target audience through a good online marketing strategy.

E-tailer

As an e-tailer, Facebook Ads Manager offers many opportunities to promote your products or services. You can run shopping ads through a product feed or showcase your products through a mobile-optimized instant experience.

B2B entrepreneur

B2B companies can use scheduling targeting settings to reach decision-makers and investors with whom they can develop a close business relationship later on.

Local contractor

You can also promote your local business by launching localisation campaigns. You can use the platform to increase your brand awareness within your local community. With location-specific targeting, you can quickly increase store traffic by advertising local offers or events.

The above examples are just one of the many possibilities Facebook Ads offers. The platform provides a wide range of advertising solutions with customizable settings, so any business can find the most optimal and profitable ad type for them.

Facebook ad management - common pain points you may encounter

Strong competition

Facebook is used by millions of people daily and is one of the most popular social platforms. Hence, it’s no surprise that advertising competition is fierce. Many companies try to achieve their goals through the platform through branding, product sales, lead generation, or building a follower base.

As a result, advertisers are forced to design eye-catching, persuasive ads and work with pinpoint targeting; otherwise, competitors can gain a serious competitive advantage.

You can gain an extra edge over your competitors by keeping an eye on Facebook’s ad management innovations and being one of the first to test the effectiveness of new advertising solutions. Newly introduced innovative tools can allow for more effective targeting or help you stand out with an innovative ad look and feel.

Facebook policies

Facebook has a detailed advertising policy and several rules about what types of ads advertisers can run on the system with what targeting, creative, or content. It’s important to be aware of these policies. Otherwise, getting your ad account restricted or blocked is easy.

Examples of such policies include:

Content guidelines

This means that Facebook ads must not contain content that is, for example, violent, racist, illegal, misleading, or false.

Guidelines on targeting

For certain topics, Facebook Ads Manager limits the targeting methods you can use to trigger ads. So, for example, you will have significantly fewer targeting options when setting up campaigns related to political/social, employment, housing, or credit.

Privacy policy

Facebook has strict privacy principles that advertisers must follow. For example, no advertisers can misuse users’ personal data or violate their privileges. One such policy is the GDPR, which you can read more about on the Marketing Astro blog.

Creative content guidelines

The creative guidelines set out what images and formats you can use to launch a Facebook ad. For example, images or videos should not contain excessive nudity or distracting elements, buttons without functionality.

It's worth knowing that the platform constantly updates its policies on Facebook Ads, so it's a good idea to check back regularly for the latest guidelines.

Not very user-friendly interface

Many users find Facebook’s system complex and complicated. The complexity of the platform is because Facebook Ads Manager is a compound system offering advertisers a wide range of features and settings. The multitude of options can make creating ads challenging for non-experts or novices.

An additional difficulty is that the tech giant constantly updates and modifies the Facebook Ads Manager to adapt to new trends and needs, so some features may be discontinued, redesigned, or moved to a different location.

The documentation that Facebook offers with the right content can help you learn about these new features, but it is often not fully available to advertisers. Setting up effective ads can take significantly more time and effort without clear explanations and detailed descriptions.

Finally, it is important to mention the technical problems that Facebook’s ad management system sometimes encounters. These can include slow page loads, incorrect statistics, or non-functioning features. These can degrade the user experience and make it difficult to adjust the ads.

Regardless, Facebook constantly strives to improve the user interface and eliminate bugs by developing new features and documentation regularly.

Optimizing ads

The platform’s popularity means that there is a lot of competition, including price competition, which can lead to higher costs. For this reason, optimizing with precision is recommended, but you should be aware that optimizing Facebook ads can present some challenges.

Users browse Facebook and’re exposed to many stimuli, so designing advertisements that stand out is important. When optimizing, consider content quality and relevance.

An additional difficulty is that the advertising system is highly volatile, so you must keep up to date with regular updates, changing policies, and the latest tools available.

The optimization process is complicated because, even though Facebook has a lot of data about its users, this data is still limited. This can be a challenge when setting up targeted Facebook ads, so you must carefully consider the targeting options.

However, understanding the algorithm is also a complex process. Facebook’s algorithm considers many factors: user reactions, relevance, number of conversions, and click-through rates.

So, to optimize your Facebook ads effectively, it’s crucial to develop the right strategy and regularly analyze the results to create more effective and profitable ads.

Low click-through rate

On Facebook, you will see a slightly lower click-through rate (CTR) than on Google Ads, resulting from the different user experience and environment.

One reason for the lower CTR is the intent of the users browsing on the platform. Facebook is usually visited to connect with friends or acquaintances or to gather information rather than to search for a specific product or service.

The click-through rate is also affected by the amount of competitors. If Facebook ads clutter a user's newsfeed, it is easy to develop ad blindness, whereby users simply ignore them. For this reason, it is crucial to develop attention-grabbing, creative content.

In the case of low CTR, it is also worth looking at the performance of different ad placements. For example, while the right-hand column tends to have a lower CTR, the news feed tends to have a better CTR.

However, lower CTRs can also result from poor targeting, creative content, or text. Suppose your campaign is too broad or targets the wrong audience. In that case, the creative is not engaging enough, or your Facebook ad contains long text cluttered with irrelevant information, you are likely to attract far fewer users.

Although you may experience a lower CTR on Facebook, the platform still offers many benefits for your business. These include high reach potential or the possibility of social interaction.

Measurement difficulties with the IOS 14 update

Traditional cookie-based Facebook pixel measurement has become increasingly unreliable following the IOS 14 update. Pixels are increasingly blocked, so you can often see inaccurate results in the Facebook Ads Manager.

The solution to this problem is the Conversion API, which allows you to send conversions recorded on your server to Facebook’s servers without losing data.

You should know that CAPI is not a replacement for Facebook pixels but should be used with them.

Improve your conversion measurement with the Facebook Conversion API, which helps you and Facebook’s algorithm make better decisions. In addition, you can increase the size and quality of your custom audiences, ultimately increasing your ad revenue.

You have two options to set up CAPI: you can do it through Facebook Conversion API integration or by manually setting it up. It is important to note that you will need developer knowledge or assistance with the latter.

With Marketing Astro, your ads can be successful.

We’ve worked with several social media platforms over the years, but Facebook Ads Manager was the most popular with Marketing Astro’s clients.

Our Facebook campaign planning process involves many steps, from client consultation to campaign results reporting. The person-hours required for activities at campaign launch and beyond are always influenced by the client’s expectations, so we always tailor the quote for the activity, assessing the client’s needs.

In all cases, we will specify in the quote the list of tasks to be performed at the start of the cooperation and the associated person-hours, as well as the monthly PPC management fee after the campaign launch. At Marketing Astro, PPC management includes campaign optimization and subsequent campaign launches, so there is no additional cost for launching new ads later.

One of the advantages of Facebook Ads Manager is that you can create both Facebook and Instagram ads in one setup, so you can have your ads on two platforms simultaneously with a single configuration.

Significantly, our campaign management fee is never influenced by the number of campaigns we run, nor does it include the industry standard 10% or similar media spend fee.

Learn about Marketing Astro's campaign management process

Step one

As a first step to launching a Facebook campaign, it is essential to have a comprehensive meeting with the client to understand in detail the company’s scope of activities, key competitive advantages, campaign objectives, monthly budget and conversion points.

Step two

Based on the agreement, we measured the valuable activities to the partner.

Step three

We prepare the advertising plan, including research on the target audience and competitors, creative elements, targeting, and budget proposal.

Step four

After client approval, we set up the campaigns using Facebook Ads Manager.

Step five

Hold onto the campaign once it has been launched; otherwise, you will find yourself with reduced effectiveness and wasted advertising budgets. The performance of each targeting, campaign type, image, and text should be constantly tested, analyzed, and shaped according to the results. We, therefore, monitor the first results and the activity of the campaigns and intervene even on the first day if we see any errors. Unfortunately, in the case of Facebook, it is common for an ad to be rejected by mistake, so we constantly monitor the status of campaigns and contact META if necessary.

Step six

Finally, at the end of each month, we will produce a detailed video report on the campaign’s results, using tables, graphs, and charts to show the results.

They said about us

Why choose the Marketing Astro team

If you’re looking for an online marketing agency that can support your growth and development to the maximum, our team is what you’re looking for.

FAQ

Frequently asked questions

When you pay for an ad depends on your Facebook ad settings. There are several optimization goals where you pay based on ad impressions, but there are also ones where you only pay based on link clicks.

In the latter case, you pay on a CPC (cost per click) basis, so Facebook doesn’t charge you if you don’t get a single click on the interface.

If you choose the appearance-based optimization goal, you must account to Facebook on a cost-per-1000 impressions (CPM) basis. You will only be charged advertising costs if you do not achieve a single impression during the campaign.

When you create a Facebook ad, you define the characteristics and interests of the users you want to target with your ad. Another advertiser may be targeting the same category as you, or that user may be in more than one audience, so more advertisers are competing for attention.

Facebook then uses the bidding process to decide which ad to show to the user. There are billions of bidding processes every day. Any advertiser whose target group includes that person is eligible to participate in these processes.

The bidding process aims to ensure that both users and advertisers get the best possible value from the platform. To achieve this, the system will display the highest total value ad to the user, a function of the following 3 factors:

  • Bid amount: the set bid amount the advertiser is willing to pay for the results.
  • Estimated activity rates: the probability that showing an ad will lead to a result for a given user.
  • Ad quality: ad quality is determined by factors such as the feedback from users who view or hide the ad or the quality of the page they arrive at.
    These factors determine the ad’s relevance and play a role in the bidding process.

If your ad is rejected by the system, you will always be notified by e-mail.

To improve your ad, the first step is to visit the rejected ad within the Facebook Ads Manager or go to the “Account Quality” section, where you can get more detailed information about the reason for the rejection.

If you feel the rejection was unlawful, request a re-verification or contact Facebook support. You can check the current status of the verification you requested in the “Account Quality” section. If the rejection is withdrawn by Facebook, ads that were active before the rejection will automatically start appearing again. Please note that if the same ad is rejected again, you cannot request another check.

However, if Facebook’s comment is valid, we recommend that you log in to Facebook Ads Manager and modify the ad or create a new one.

To minimize the number of ad rejections in your account, it’s important to be aware of all aspects of the advertising rules. This will significantly reduce the frequency of potential rejections and the chances of blocking your ad account.

Previously approved ads may also be rechecked by the system. You can also block the running ads if it detect an infringement or draws incorrect conclusions during the re-check.

There could be several reasons for repeatedly checking your Facebook ad, for example:

  • if a user hides,
  • reports,
  • blocks,
  • or gives negative feedback about the ad,
    random checks,
  • or unexpectedly high activity rates.

You will only be notified by Facebook about the recheck if you have committed an offense. In this case, the system will reject your ad, and you must correct the faulty element.

If an ad is rejected by Facebook, you must do everything you can to get it reinstated, even if you no longer want to run the campaign. This is necessary because a rejected ad can negatively affect not only the performance of that campaign but also the entire account’s performance, which can also affect the performance of subsequent Facebook ads.

If you have any other questions,
feel free to ask!

Take advantage of Facebook ads

Facebook allows users to run targeted ads. With a range of tools and features, everyone can find the settings that work best for them.

For example, you can target users based on interest, demographics, or behavior which, based on your experience, are most likely to be interested in your product or service.

In Facebook Ads Manager, you can select ad targets, customize ads, and set up metrics. The latter lets you continuously refine and optimize your campaigns.

In addition to the many advantages of the tech giant’s system, there are also some difficulties. These include the complexity of the system, technical problems, or the existence of frequent updates. Therefore, you should always read the current documentation, refer to the guides, or ask Marketing Astro for help.

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