Facebook Ad Options: A Marketer’s Guide

How do you use Facebook? do you post regularly Are you interacting with your target audience? join groups?

Published: June 24, 2022

Facebook through binoculars
(Image credit: Unsplash)

Facebook offers invaluable opportunities to organically expand your brand’s reach. The platform boasts about 2.6 billion users every month and almost 1.7 billion users per day. HubSpot’s 2021 State of Marketing report called Facebook the best social media platform for ROI for both B2B and B2C companies.

Facebook ads can:

  • Target specific users
  • Retargeting Users
  • Provide useful analytics
  • Be individual
  • Support video advertising
  • Just get set up
  • Reach a wide audience
  • Support your organic strategy

As a marketer, you should not overlook Facebook advertising. Here’s how to take full advantage of this marketing superpower.

How do Facebook ads work?

There is a wide variety of Facebook ads, including:

  • Survey Ads
  • Slide Show Ads
  • lead ads
  • Dynamic Ads
  • Messenger Ads
  • Augmented Reality Ads
  • And more

These ads use a variety of formats — images, videos, carousels, instant experiences, and collections — so you can do pretty much anything your heart desires.

Facebook ads are targeted to users based on location, demographics, interests, and profile information. You can create custom or similar audiences to target users who are similar to your customers, or you can use retargeting ads to connect with people who have interacted with your Page.

After you’ve built your audience, Facebook will deliver the ads (either via standard or expedited timing) through the auction process. Does the highest bidder usually win the auction? Not always. Because Facebook tries to promote a valuable user experience, it most often chooses ads that balance their advertising value with their ability to create a positive experience for users.

Here are some technical details to consider when Creation of your Facebook ads:

  • Either JPG or PNG file formats
  • A ratio of 1:91:1 or 1:1
  • At least 1080 x 1080 pixels resolution
  • 30MB maximum file size
  • 600 pixels minimum width
  • 600 pixels minimum height
  • 3% aspect ratio tolerance
  • 125 characters of primary text (recommended)
  • A 27-character headline (recommended)
  • A 27-character description (recommended)

How Much Do Facebook Ads Cost?

The cost of Facebook Ads depends on your industry, campaign objective, and bidding model. On average, you can expect ads to cost $0.97 per click and $7.19 per thousand impressions.

One of the great things about the Facebook platform is that you set your own advertising budget with either a daily or lifetime cap. So if you only want to spend $5 a day, you can set that cap.

When creating your ad, you can either use automatic bidding or set a custom bid manually. The bid is drawn from your advertising budget to participate in Facebook’s auction system and the ad is closed when the budget is exhausted.

How to measure the ROI of Facebook ads

It can be difficult to measure the return on investment (ROI) of your Facebook ads if you don’t have the right resources. How to measure it:

  • Use a Facebook pixel on your website. This allows you to link and track users coming from Facebook.
  • After installing the pixel, set up the conversion tracking feature.
  • Create a custom reporting column in Facebook Ads Manager so you can view insights directly on the platform.

While a positive ROI is one of the best indicators of a successful ad campaign, Facebook offers additional advertising metrics (click-through rate, cost per click, and return on ad spend) that can help you measure success.

How Facebook Ads Benefit Communities

Need another reason to try Facebook Ads? Advertising on this platform is a great way to boost your brand social communities. By hosting events, streaming Facebook live streams, and creating informative guides, social communities can increase engagement and customer loyalty.

So how do you find users to join your brand’s social community? Facebook Ads.

Combining Facebook’s organic reach offerings with targeted advertising is the best way to reach and connect with your audience.

The Best Facebook Ad Campaigns

Need inspiration for your ads? Here are some of the best Facebook ad campaigns over the past year:


As COVID-19 caused a surge in online shopping, Walmart ran augmented reality ads on Facebook that allowed customers to virtually explore and engage with its products.

The results? buyer issued 10x more time deal with his advertisements. 3D view augmented reality ads website traffic increased by 2.2%.

worship me

Adore Me ran a campaign that tested whether ads clicking on Messenger performed better than its business-as-usual video campaign. The ads were served to women aged 18+ and they used automatic placement.

When the campaign ended, Adore Me found that the had click-to-messenger ads 11% more range compared to the business-as-usual campaign.

Miller Lite

Miller Lite served dynamic ads tailored to individuals based on their expressed online interest in Miller Lite-branded merchandise and related products. The ads were aimed at people aged 21 and over who were interested in beer. All ads in this campaign included a “Shop Now” button that led directly to the merchandise store.

At the end of the campaign, the company saw a 65% increase in incremental sales of branded items and an 87% increase in purchase conversions.

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