What are Facebook Ads?

Facebook ads are created by a business to serve its Facebook audience based on their activity, demographic, and profile information. These ads work on a pay-per-click (PPC)/ cost-per-click (CPC) advertising model where you pay the network every time a user clicks an ad. Here, your business has the choice to choose the audiences it wants for its advertisement. Since these boosts reach people based on their interests and who they are, they will be more relevant to the people who view them.

Facebook has proven to be the top successful social media platform for advertisement and also has the highest potential ad reach. So if you’re a business that is serious about growth, Facebook isn’t optional. It helps brands increase visibility, increase brand awareness, and measure metrics and campaign goals. This marketing strategy has proven to work great for both B2C and B2B companies.

The Types Of Facebook Ads Format

The Image Ads

The image format allows you to create visuals with static images that drive action. This is the most used format, it features an image, text, headline, description text, and a call to action (CTA). These ads are effective especially when it comes to straightforward messages like discount sales/ promotions.

When using images to promote your brand try to show examples of clients using your product. Avoid plenty of text, remember that less is more, and always stick to a consistent theme. Lastly, use high-resolution images.

Video Promotion

Do you have eye-catching videos that are capable of stopping a user from scrolling? Then try using videos for your Facebook ads campaigns. Your promotion can run in the News Feed, Stories, and can also appear as in-stream ads in longer Facebook videos. Here ads run between 1 second to 241 minutes.

To stand out, your video should show your unique services/product in action, stick to one message per video, and keep the audience engaged with shorter clips of 1 – 15 seconds.

Carousel Format

The carousel advertising format uses up to 10 videos or pictures to showcase a product/service and each image receives its own link. This format is best for highlighting the different benefits of one product and showcasing several different products or services.

To smoothly optimise your Facebook carousel ads ensure to use different products on each picture pair, and each product image/video has its landing page link. Let your story be captivating to push people to swipe for a more interactive format, and lastly, tell the audience the step-by-step process of how your product or service works.

Slideshow Advertisement  

Slideshow promotions are an easy and low impact way to draw audiences’ attention. It’s a smooth way to create short video ads from a collection of still photos, text, or existing video clips. It also offers you a good opportunity to tell a story about your brand or display several products. For effective eye-catching slideshow ads, select between 2-6 images or videos, including a template for transitions, add primary text, a linked headline, description, and a CTA.


The collection ad serves a cover photo or video and four product photos so that whenever users click on a photo, a landing page pops up and drives the Instant Experience feature. To optimise your collection advertisement. you can allow Facebook to dynamically choose which products or services you want to be shown. 

How Does Facebook Advertising Work?

Steps on How to Create Facebook Promotion  

1. Choose a Campaign Objective

2. Name Your Campaign

3. Complete Campaign Details

  • Special Ad Categories
  • A/B Tests
  • Campaign Budget Optimization

3. Choose Budget, Schedule, Audience, and Delivery

4. Choose Ad Format

5. Upload Ads Creatives

6. Select Languages

7. Set Up Tracking and URL Parameters

Facebook PPC Advertising Tips

1. Audience Targeting

The first step to successful PPC ads is knowing your targeted audience.

Figure out the people that are the most likely to become your customers before getting all the fancy content creation and budgeting techniques. There are three audience selection tools to use for smart ad targeting:

Core Audiences: Are used to target and reach new potential clients who are not familiar with your product or services. This targeting option allows you to define audiences based on your preferable location, demographics, interest, behaviour, and connections.

Custom Audiences: This targeting is ideal for audiences who are already interested users. Your business can make stronger connections with people who have already visited your website or have shown any interest in your online business. These audiences can be in three main groups: the contact list, the visitor list, and the App users group.

Lookalike Audiences: This strategy aims at reaching people who are similar to your clients. This type is popular among advertising professionals because it can help you to connect and reach people who are likely to have an interest in what you’re offering. Once you’ve created an audience of your existing potential clients, Facebook will now ensure your ads are shown to people who have similar interests.

2. Select the Right Facebook Ads Format

Now that you know your audience, it is time to choose the appropriate distribution format. Above we explained the various ways you can use to promote your business brand on Facebook. You could either select to use images, videos, carousel, slideshow, or the collection format. If you are sceptical about which to go with, start with images, then continue and explore the rest to see which works perfectly for your brand.

3. Write Irresistible Headlines

A great headline can make an excellent difference in your conversion rate and Click Through Rate (CTR). Some people might only see your headline and never bother to read the rest of your ad, more reasons why it should be captivating to draw their attention. So how do you improve your headlines for better results? With A/B testing you can say what kind of language and messaging gets the audience to click and convert. This testing makes controlled changes to content like ads, landing pages, and forms. It compares the version that improves your metrics such as click-through rate, form completions, or making a purchase.

4. Keep Your Ads Simple

Sometimes, less is more! The more text you include in your ads, the more likely people will scroll past it. To get your message across to the maximum number of potential viewers, keep your text short and sweet. And if it’s a video ad, let the video quality be up to standard and not blurry with unclear descriptions.

There are so many elements advertisers consider when launching a new online campaign. That is from potential reach to ad creative, which sometimes comes down to cold, hard numbers. And lucky Facebook is one of the most cost-effective advertising platforms available for brands to reach their targetted audience. Still wondering how to go about with your Facebook ads, Xanda is here to assist you. 

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