Social Ads: how to make the most of a Facebook or Instagram ad

Social Ads: how to make the most of a Facebook or Instagram ad

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Creating Social Ads campaigns is essential for those who want to reach their target audience in the places they frequent the most: social networks. Moreover, organic reach is becoming increasingly difficult to achieve, especially when the objectives are commercial.

It is at this point that a “boost” may be necessary to position your company in the same window as other companies, in a democratic and fair way.

In this guide, we explain how to use the various types of ads on Facebook and Instagram to achieve real results and optimise investments.

Facebook ads

Facebook ads help you achieve one of three major types of campaign objectives:

  • Recognition: Building brand awareness or growing reach.
  • Consideration: App installs, traffic, lead generation, messaging, engagement and video viewing.
  • Conversion: Increasing website sales, generating in-store visits and generating sales through the Facebook catalogue.

Remember to follow these steps:

  • Choosing the goal;
  • Define the audience;
  • Choosing positioning;
  • Define the budget;
  • Choose the format;
  • Activation of the ad;
  • Measurement and management.

The detailed segmentation options are the great treasure of Facebook, after all people have been disclosing their preferences and habits on the platform for years. You can choose targeting by demographics, interests or behaviours, such as high value shoppers.

Facebook: Single Image Ads

As we know, a picture is worth a thousand words, and on Facebook it’s no different. But not just any image will make your ad generate results. To do so, follow certain guidelines that will enhance performance.

Using high-resolution, proportioned images is the first step. In the case of Facebook Feed, it’s best to use a 1:1 ratio.

Although there is no longer a text limit on inserted images, avoid images as more than 20% text as they continue to perform worse.

Clearly showing your product or service, holding the audience’s attention and giving prominence in the image to the most important part of the ads are good practices for those who want to get the most out of a Facebook image ad.

Facebook: Carousel Ads

In this ad format, connection is everything. With it, you can display two or more images or videos in a single ad, each with a specific title, description, link and call-to-action.

Make sure that the images you use in your carousel ad are visually similar and tied together by a common theme. The goal is that sliding between the different photos in the ad is somewhat intuitive.

Take advantage that you have the ability to use up to 10 images with links and use as much variety as possible. This way you can lead the audience to various content options on your website.

If there is no pre-defined sorting, enable sorting according to performance. In this mode, Facebook tests several parts of the creative at once and after a testing period, sorts them according to performance.

Photo: Facebook

Instagram Ads

If you want to be where the trends are, invest in Instagram ads. That’s where generation Z as well as millennials are, and where opinion leaders lead the way in creating culture

According to the Instagram Trends Report 2022, today’s audience prefers to see the story behind products. You can use, for example, a Reels video that shows the behind-the-scenes of the creation of the product advertised.

There is also the option of product tags, which connect the content to the sales page. They enable any type of content to become an opportunity to showcase your brand’s products.

Instagram: Ads on Reels

You can now partner through Reels’ platform for branded content ads with or without an existing Reels video.

This is the time to try something new: use Reels creatively and break away from the ordinary. Introduce your team to customers or show the routines of important parts of your company.

Please note, you can only create ads for video Reels that:

  • Have been published after October 15, 2021;
  • Do not have a facial effect from the camera;
  • Do not use Instagram’s music library;
  • Are under 60 seconds;
  • Do not include a GIF or product tags.
Photo: Facebook

Instagram: Stories Ads

Stories are Instagram’s most interactive and versatile tool, 73% of people in the US agree that Stories allow them to experience new and out of the ordinary things. Furthermore, 1/3 of the most viewed Instagram Stories come from businesses.

You can, for example, post a question sticker on Stories to start a conversation with customers. Take the opportunity to use this interactivity in your ads as well.

Allowed image aspect ratios are 9:16, 4:5 and 1.91:1. Videos can have a maximum duration of 60 seconds. The allowed goals in story ads are:

  • Conversions;
  • Reach;
  • Traffic;
  • Application installations;
  • Generation of registrations;
  • Brand recognition;
  • Video views;
  • Traffic to the establishment.
Photo: Tudo de Share

General conclusions about Social Ads budgets

There is a Social Ads solution for every budget, from just a few dollars a day to campaigns worth millions of dollars.

Several factors influence how much you will invest in an ad, such as:

  • The quality of the ad;
  • The objective of the campaign;
  • What type of audience you intend to reach;
  • The country you are targeting;
  • The time of year, and even the time of day;
  • Positioning within the network.

For example, research from AdEspresso showed that the average Facebook CPC is $0.40 on Sundays, but almost $0.50 on Tuesdays and Thursdays.

We hope you enjoyed the tips. If you need professional help, talk to one of our ad management experts now.

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