Creating Social Ads campaigns is fundamental for those who want to reach their target audience in the places they frequent the most: the social networks. In addition, organic reach is increasingly difficult to achieve, especially when the goals are commercial.
It is at this point that a “push” may be needed to position your company in the same showcase as other companies, democratically and fairly.
In this guide, we explain how to use the various types of Facebook and Instagram ads to achieve real results and optimize investments.
Facebook ads
Facebook ads help you achieve one of three major types of campaign objectives:
- Reconhecimento: Construção do reconhecimento da marca ou crescimento do alcance.
- Consideração: Instalações de aplicação, tráfego, geração de leads, mensagens, engajamento e visualização de vídeos.
- Conversão: Aumentar as vendas no website, gerar visitas ao estabelecimento e gerar vendas pelo catálogo do Facebook.
Remember to follow these steps:
- Definição do público;
- Escolha do formato;
- Mensuração e gerenciamento.
The detailed targeting options are Facebook’s great treasure trove, after all people have been disclosing their preferences and habits on the platform for years. You can choose segmentations by demographics, interests, or behaviors, such as high value buyers.
Facebook: Single Image Ads
As we know, a picture is worth a thousand words, and on Facebook it is no different. But not just any image will make your ad generate results. To do this, follow certain guidelines that will enhance performance.
Using high-resolution images with the recommended aspect ratio is the first step. In the case of Facebook Feed, it is best to use a 1:1 ratio.
Although there is no longer a text limit on inserted images, avoid images with more than 20% text as they still perform worse.
Clearly showing your product or service, holding the audience’s attention, and making the most important part of the ads stand out in the image are good practices for those who want to get the most out of a Facebook image ad.
Facebook: Carousel Ads
In this ad format the 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 to make swiping between the different pictures in the ad 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 period of testing, sorts them according to performance.
Instagram Ads
If you want to be where the trends are, invest in Instagram ads. That’s where generation Z and the millennials are, and where the opinion leaders lead the culture creation
According to the Instagram Trends Report 2022, today’s audience prefers to see the story behind the products. You can use, for example, a video from Reels that shows behind the scenes of the creation of the advertised product.
There is also the option of product tags, which connect the content to the sales page. They make it possible for any kind of content to become an opportunity to showcase your brand’s products.
Instagram: Ads on Reels
You can now partner through the Reels platform for branded content ads with or without an existing Reels video.
This is the time to try something new: use the Reels creatively and get away from the ordinary. Introduce your team to customers or show the routine of important sectors of your company.
Please note, you can only create ads for Reels videos that:
- Tiverem sido publicados após 15 de outubro de 2021;
- Não tiverem um efeito facial da câmera;
- Não usem a biblioteca de músicas do Instagram;
- Sejam inferiores a 60 segundos;
- Não incluam um GIF e nem etiquetas de produtos.
Instagram: Stories Ads
Stories is Instagram’s most interactive and versatile tool, 73% of people in the US agree that Stories allows them to experience new and out of the ordinary things. In addition, 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.
The permitted image aspect ratios are 9:16, 4:5, and 1.91:1. Videos can be up to 60 seconds long. The goals allowed in story announcements are:
- Conversões;
- Alcance;
- Tráfego;
- Instalações do aplicativo;
- Geração de cadastros;
- Reconhecimento da marca;
- Visualizações do vídeo;
- Tráfego para o estabelecimento.
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, for example:
- A qualidade do anúncio;
- O objetivo da campanha;
- Que tipo de público você pretende atingir;
- O país que está visando;
- A época do ano, e até mesmo a hora do dia;
- Posicionamento dentro da rede.
For example, research by 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.
