Facebook rework ads and how to use them
With the advent and subsequent wide adoption of social media, marketing and advertising has taken a brand new direction. Today, any marketer or firm that fails to use social media to market their products and brand is not only shortchanging the firm or themselves, they are also limiting their profit potential.
One of the best and by far the biggest social media platform is Facebook. In extension, it also has one of the most vibrant ads marketing platforms second to non-other. Previously, Facebook ads were complicated to use and not to mention hard to measure ROI and the effectiveness of the ads in regards to the objectives. This is no longer the case. Facebook has reworked their ad campaigns structures. Previously, there were two levels of advertising available on Facebook: campaign and ad. Facebook has reworked this into a new structure that breaks this up into ads, ad set, and campaign. Let us look at each of these categories.
A Facebook campaign ad corresponds to your advertising objective. For example, campaign ad could correspond to driving web traffic or marketing a brand or building its visibility. Essentially, a campaign ad should help you optimize and measure the result of any of your objective across different ads and ad sets. This means campaigns ad can feature multiple ad sets each with a different budget and schedule. Moreover, you can segment each ad set within a campaign to represent a specific audience.
For example, you can segment your campaign ads to people living near your store. This helps you gain control over how much you spend on the audience as well as measure the effectiveness of the ad.
Further, you can also go further and choose when your target audience will view the ads (what time) and measure their response to the ads. This means that the new system allows you to optimize delivery of the best ad in an ad set.
Ad set and ads
Each ad set can feature multiple ads each with different links, images, text, or video. However, even with this new structure, Facebook has not effected much change to the control aspects of ads. You still control the creative, targeting and bidding at the ad level. Here is an image showing the above structure.
How to use the reworked ads
With the reworked ads and the new ad structures, as an advertiser, you can objectify your campaigns. For example, you can create a campaign to post engagement or drive sales to your store. Further, you can then create ad sets to represent the target audience. For example, you can segment an ad within an ad set to represent the target audience. As stated earlier, an ad set can now hold more than one ad.
With this understanding, it means using Facebook ads is no longer akin to shining a torch in a dark canyon. With the new ad rework, you can directly target how and when your audience views your ads, control the action each ad generates, as well as measure the effectiveness of specific ads within a campaign. This is not only helpful; it simplifies the process of advertising with Facebook. Previously, an advertiser was unable to create targeted ads. Further, it was impossible to create different ads within a campaign. With this new ad structure, this is not only possible, but the most vibrant and effective way to create ads and achieve your ad campaign objectives, whatever they may be.
Most Facebook users have grown accustomed to seeing irrelevant ads within their news feed. In fact, before the ad rework, Facebook had no way of knowing which ads were more effective. But with this new structure, Facebook users see less ads and when they see ads, they only see ads that are relevant to their likes. This ensures users receive and view ads in which they show an interest. For example, if a user always hides electronic ads, the new ad structure automatically reduces these types of ads. Regardless of your ad objective, be it driving conversation, clicks, page likes, in store offers, responses etc., the new Facebook ad structure can help you achieve this in an easy to track and organize manner. Have you tried the reworked Facebook ads? What do you think?