Benefits of Social Media Advertising

Introduction
When a company advertise on Social media, a lot of benefits follow along. The list is long, however, below is identified 4 important areas where social media advertising benefits a company’s overall digital marketing efforts.

Cost effective

Social media advertising is one of the most cost-effective ways of advertising (Digital Marketing Institute, 2019).

Signing up and creating a profile is free on almost all social networking platforms, and any paid promotions are relatively low cost compared to other marketing tactics (Blue Fountain Media, 2021). Being cost-effective is a huge advantage for any busines as it gives a greater return on investment (ROI) and retain a bigger budget for other marketing and business expenses (Blue Fountain Media, 2021).

Reach

Advertising on social media allows businesses to reach a lot of people all around the world. This means businesses can reach a large number of potential clients and increase the conversion rate (Cyperlink, 2020).

As an example of how great social media ads are in terms of reaching a huge audience, Instagram ads alone reach 15% of everyone over the age of 13% around the world (Cooper, p., 2020).

Segmentation and knowledge of target audiences

Advertising on social media allows businesses access to highly targeted audiences (Cyperlink, 2020). This means if a company is selling a very specific product or service, they can advertise to specific users with predetermined characteristics, such as sex, age, socioeconomic situation, language, use of a specific website, personal interests and hobbies. These are just some of the variables which allow a business to accurately identify their target audience (Cyperlink, 2020).

Increased conversion rates and return on investment

Few people still need to be convinced of the value of social media marketing. Nevertheless, take a moment to absorb this fact: there are now over 3.4 billion social media users in the world (Aham-Adi, M., 2019). To put this into perspective, that is a whopping 46% of the entire world’s population. When social media campaigns are effectively optimized, they can help businesses reach millions of customers quite easily and increase generation of leads, drive sales, and maximise ROI (return on investment) from their social media marketing efforts (Aham-Adi, M., 2019). The point is, with any business, conversions and return on investment is a crucial statistic to evaluate profitability when advertising on Social Media and should always play part in the overall marketing strategy. 

Understanding of Facebook Advertising and Practice

What key objectives can be satisfied with Facebook Advertising?

Before creating any social media advertising campaigns, it is important to set objectives for the campaigns – meaning the action the business wants someone to take after they see the advertisement. This is also one way for the advertisement platform to determine who the ads should be shown to (Sheng, M., 2021).

Within Facebook Ads Manager there are 3 overarching objectives relates to the buyer’s journey. These 3 key objectives are: Awareness, Consideration and Conversions (Facebook For Business, 2021)

What are the main Facebook advertising formats available?

The ad formats that can be used depends on the advertising objective but also the placement of the advertisement – meaning weather the ad is made to be shown on Facebook feed or story, Messenger or Audience Network etc. (Geyser, W., 2021).

The different formats are as follows:

Facebook Feed:

Recommended image size: 1200 x 628 (1080 x 1080 for a 1:1 image). No maximum size restrictions

Image ratio: 9:16 to 16:9 (no link involved), 1.9:1 to 1:1 (if there is a link)

Image file types: .jpg or .png (Note: animated GIFS should be uploaded as a video ad)

Facebook Feed Video Ads:

Recommended to upload the highest-resolution source video available without letter or pillar boxing (no black bars).

Minimum dimensions 600 x 315 (1.9:1 landscape) or 600 x 600 (square)

Recommended aspect ratio is between 9:16 to 16:9 (Horizontal: 16:9, Square: 1:1, Vertical: 4:5 or 2:3 and Full Portrait: 9:16)

Multiple acceptable video formats, but .MP4 or .MOV recommended

Max video file size: 4GB

Max video length: 240 minutes

Facebook Carousel Ads

Recommended resolution (Facebook Carousel video): 1080 x 1080 pixels

Minimum 2 cards and max of 10 cards per Carousel Ad

Proper aspect ratio: 1:1

All video formats should be either .MP4 or .MOV

Max video size: 4GB per video

Max video length: 240 minutes

Facebook Right Column Ads

Minimum image size: 600 x 600

Recommended image size: 1200 x 628

Image ratio: 9:16 to 16:9 (no link involved), 1.91:1 (if there is a link)

Image file types: .jpg or .png

Facebook In-stream Video Ads

Recommended to upload the highest-resolution source video possible

Recommended aspect ratio is 16:9 (but can be between 9:16 to 16:9 (depending on the aspect of the main video)

Multiple acceptable video formats, but .MP4 or .MOV recommended

Max video file size: 4GB

Max video length: 5 to 15 seconds

Facebook Marketplace Ads

Minimum image size: 600 x 600

Recommended image size: 1200 x 628

Image ratio: 9:16 to 16:9

Image file types: .jpg or .png

Facebook Stories Ads

Recommended to upload the highest-resolution source video possible

Recommended aspect ratio is 9:16

Leave 250 pixels at the top and bottom free from text and logos

Multiple acceptable video formats, but .MP4 or .MOV recommended

Max video file size: 4GB

Max video length: 15 seconds

Facebook Collection Ads

Minimum image size: 600 x 600

Image ratio: 1:1 for square, 9:16 for landscape

Maximum image file size: 30MB

Image file types: .jpg or .png

How can you target audiences when creating a Facebook advertisement?

Facebook’s ad targeting options are unparalleled. The ads can be targeted by demographics and create custom or lookalike audiences to target users similar to the advertiser’s best customers (Patel, N., 2021).. It is also possible to use retargeting ads to target users who have interacted with the advertiser’s business page, or visited its website (Patel, N., 2021).

On Facebook, it is possible to directly target users as follows:

  1. Location: This allows the advertiser to target it’s users by country, state, city, or zip code.
  2. Age and gender: Allow the advertiser to target the exact age group and gender that is their ideal customer (Patel, N., 2021)..
  3. Interests: Allows to target broad categories or detailed interests. Broad categories include topics like Gardening, Horror Movies, and Consumer Electronics. Detailed Interest Targeting allows you to target users based on information in their profile including “listed likes and interests, the Pages they like, apps they use, and other profile (timeline) content they’ve provided (Patel, N., 2021).
  4. Lookalike audiences: In addition to targeting users directly, Facebook gives the advertiser the ability to target. This audience is based on customers similar to the business current customers (Patel, N., 2021).
  5. Retargeting:  Targeting the ads to people that has already interacted with or shown interest in the business. This could be by visiting their website or Instagram page.
  6. Connections: Includes people who are connected to the advertisers Facebook Page (Facebook For Business, 2021).
  7. Relationship Status: Married, single etc.
  8. Languages
  9. Education
  10. Workplaces

Explain the key elements that make up a great Facebook advertisement.

  1. Make the value proposition and call to action clear (Adspresso, 2021).
  2. Use an audience targeting strategy that helps the advertiser refine over time (Mulvey, J., 2018).
  3. Write a clear and conversational headline (Mulvey, J., 2018).
  4. Use images or videos that has creative tension with the headline (Mulvey, J., 2018).
  5. Consider the ad format in the design process and how each of these ad (Mulvey, J., 2018).
  6. formats can be used to maximize the impact of the ads (Adspresso, 2021).
  7. Ad placement should inform design as the ad placement determines the amount of space the advertiser have (Adspresso, 2021).
  8. Keep the landing page consistent with the ads (Adspresso, 2021).
  9. Use split testing to find the right Facebook ad design as it helps the advertiser see which version of an ad work best so that they can learn and optimize going forward (Adspresso, 2021).

References

Aham-Adi, M., 2019. 10 Tips to Increase Social Media Conversions in 2020. [Online] Available at: https://www.falcon.io/insights-hub/topics/social-media-roi/10-tips-increase-social-media-conversions-2020/ [Accessed 2 August 2021]

Adspresso, 2021. 11 Expert Facebook Ad Design Secrets to Increase Conversions (+ Examples) [Online] Available at: https://adespresso.com/blog/9-tips-perfect-facebook-ad-design/ [Accessed 2 August 2021]

Blue Fountain Media, 2021. 10 Advantages of Social Media Marketing for Your Business. [Online] Available at: https://www.bluefountainmedia.com/blog/advantages-of-social-media-marketing [Accessed 26 July 2021]

Cooper, p., 2020. 43 Social Media Advertising Statistics that Matter to Marketers in 2020. [Online] Available at: https://blog.hootsuite.com/social-media-advertising-stats/ [Accessed 26 July 2021]

Cyperlink, 2020. Advertising on Social Media. [Online] Available at: https://www.cyberclick.net/advertising/advertising-on-social-media [Accessed 26 July 2021]

Digital Marketing Institute, 2019. 9 ways digital marketing is cost effective. [Online] Available at: https://digitalmarketinginstitute.com/blog/9-ways-digital-marketing-is-cost-effective-corporate [Accessed 26 July 2021]

Facebook For Business, 2021. Help: Choosing the right advertising objectives. [Online] Available at: https://www.facebook.com/business/help/1438417719786914 [Accessed 2 August 2021]

Facebook For Business, 2021. Types of Ads formats. [Online] Available at: https://www.facebook.com/business/help/1263626780415224?id=802745156580214&helpref=page_content [Accessed 2 August 2021]

Facebook For Business, 2021. Help Ads Find The People Who Will Love Your Business [Online] Available at: https://www.facebook.com/business/ads/ad-targeting#?tstamp=e5a1af9b611e8c445c92ea3972586aeb21f31f58 [Accessed 2 August 2021]

Geyser, W., 2021. Facebook ads sizes and specifications for 2021.  [Online] Available at: https://influencermarketinghub.com/facebook-ad-sizes/ [Accessed 2 August 2021]

Newberry, C., 2020. Social Media Advertising 101: How to Get the Most out of Your Ad Budget. [Online] Available at: https://blog.hootsuite.com/social-media-advertising/ [Accessed 26 July 2021]

Mulvey, J., 2018. How to create the perfect Facebook ad in minutes. [Online] Available at: https://blog.hootsuite.com/perfect-ad-facebook-minutes/ [Accessed 2 August 2021]

Samuel, K., 2017. Cost- Effective Versus Low-Value Ways To Advertise Through Social Media.[Online] Available at: https://www.forbes.com/sites/forbesagencycouncil/2017/05/22/cost-effective-versus-low-value-ways-to-advertise-through-social-media/?sh=720c5b362368 [Accessed 26 July 2021]

Sheng, M., 2021. The 11 Facebook Ad Campaign Objectives and How to Choose What’s Right For Your Business. [Online] Available at: https://blog.hubspot.com/marketing/facebook-campaign-objectives [Accessed 2 August 2021]

Patel, N., 2021. [Online] Available at: https://neilpatel.com/blog/deep-dive-facebook-advertising/#:~:text=Facebook%20ads%20are%20targeted%20to,%2C%20demographic%2C%20and%20profile%20information.&text=After%20creating%20an%20ad%2C%20you,Facebook%20or%20in%20their%20newsfeed. [Accessed 2 August 2021]

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