What Is Facebook CBO? Budget Optimization Done Right Within 1.84 billion daily active users, Facebook is a valuable platform for marketers. In fact, 10 million advertisers already use the platform to meet their marketing goals. There are various types of ads you can run on the platform to meet different needs, like lead generation ads, videos, or carousel ads. However, regardless of the ad you choose to run, each has one thing in common: they cost money. In this post, learn about CBO, a specific type of budgeting option on Facebook, the benefits it can bring to your campaign marketing, and how to use it on Facebook ads manager. The most significant benefit to CBO is that your campaign spending is optimized for top-performing ad sets. You’re not spending equal amounts on poor-performing and high-performing ads but instead spending more money where you’re going to maximize ROI. In addition, the process is automated — an algorithm learns from your campaign goals and the ads you want to run and distributes money without you needing to do anything. With other processes, like ABO, changes need to be made manually. Facebook CBO vs. ABO Ad Set Budget Optimization, or ABO, is when you create a set budget for each ad set, and each receives the same amount of money, regardless of performance. It’s not an automated process, so you need to track performance and make necessary adjustments on your own. With CBO, you set an overall campaign budget, and an algorithm distributes...

Best Facebook Ad Software For Creating Effective Campaigns In 2020, the number of monthly active users on Facebook was 2.74 billion. Based on that statistic alone, it goes without saying that marketers need to be on Facebook. And they are — in fact, in 2020, there were 10 million active advertisers using Facebook to promote their products and services. But how can you ensure you're targeting your unique audience while also breaking through the noise of all of the other ads on Facebook? With the help of Facebook ad software. Facebook Ad Software Facebook ads are an effective way of getting in front of your target audience on the platform. In this article, we'll review 1) what Facebook ad software is, 2) why it's important, and 3) popular ad tools to choose from. Benefits of Facebook Ad Software Here are examples of the beneficial features you get from using Facebook ad software. Targeting and customer segmentation to help you reach your audience based on their behaviors, characteristics, and traits (e.g. location, demographics, age, past actions or purchases, languages). Automation to expedite the processes of creating and sharing ads, data collection, and reporting. Reporting to share, visualize, and analyze all of your Facebook ad and contact data. Customization to create ads and CTAs that help you achieve your specific goals. Ad creation for different points in the buyer's journey and for new and returning leads/ customers. Integrations to connect your Facebook...

Boosted Posts vs. Paid Ads: Key Differences and When to Use Each For many businesses, social media is an intimidating landscape. You know that you need to be on several platforms to reach your audience, but you’re not entirely sure if your content is getting enough organic reach to make the time investment worth it. To add to that, you’ve been collecting followers and page likes for years and your audience is somewhere in the thousands. Why then, do your posts only reach a few hundred people at a time? Thanks to complex social media algorithms, your posts will only reach a fraction of your actual audience. This means that no matter how good your content is, it will never be seen by everyone who could benefit from it. Sure, every once in a while, a post may be liked, commented on, and shared so many times that Instagram or Facebook deem it worthy to be seen by the masses… but that shouldn’t be your only strategy. If you need to get it in front of a lot of people to introduce a new product, announce an event, or just spread awareness about who you are and what you do, it’s time to invest in paid advertising. Facebook Advertising Within Facebook, you’ll find two types of paid advertising: boosted posts and Facebook ads. Let’s take a look at what each of these is and their pros or cons. What is a boosted post? A boosted post is a post...

How to Verify Your Facebook Page in 5 Steps The other day, I searched for "Taylor Swift" on Facebook. I was shocked to find hundreds — if not thousands — of Taylor Swifts in the United States alone. Fortunately, I was able to find the mega-pop star's page easily, with the help of a small blue badge: When searching for a business (or person) on Facebook, a verified badge is often the easiest and most reliable way to ensure the page you've found is authentic. As a business, it's critical you use a verified badge so that prospects and customers can easily find your true page and access up-to-date, accurate information about your brand. Without a verified badge, it can be difficult to trust whether the page is legitimate. However, the process for securing a verified badge is different for a business' Page than it is a personal profile. Here, we'll explore the steps you need to take to obtain a verified badge — plus, why it's important for your brand in the first place. How to Verify a Facebook Page Note: The following steps outline how to verify a Facebook Business Page — if, instead, you want to verify a profile, you'll fill out the same form, but you'll need to upload a copy of your official government-issued photo identification, instead. (You only need to verify a profile if you're a public figure or celebrity.) 1. You'll need to fill out this form to request a blue...

How to Make the Best of Facebook Ad Targeting, According to HubSpot's Paid Ad Specialist With a potential advertising reach of 1.9 billion users, Facebook is undeniably one of the most powerful platforms to market your products or services. As an avid online shopper, I know the power of Facebook advertising firsthand. Consider, for instance, the ad I saw on my Facebook feed a few hours after completing a purchase on Free People's website: Despite my recent Free People purchase (and dwindling clothing budget … ) I couldn't help but click. I'd just been on their website, but I hadn't seen these clothes yet. Which leads me to my point: the power of targeted advertising. With over 7 million advertisers on Facebook, it can be difficult for brands to stand out on Facebook amidst the masses. Here, we'll dive into the various Facebook ad targeting options you might consider to get the highest ROI on your campaigns — plus, Facebook advertising tips from HubSpot's Paid Ads specialist, Nicole Ondracek. Facebook Ad Targeting Options It's important to note, you'll find all these ad targeting options within your Facebook Ads Manager. Once you begin creating a new ad campaign, you'll have the option to "Create New Audience" or "Use Saved Audience". If you opt to create a new audience, you'll see a field for "Custom Audiences" at the top (in which you can add a custom or lookalike audience, both of which are described below), a section for demographics...

How to Create Facebook Video Ads, According to HubSpot Advertisers During the last few years, Facebook has emerged as a real contender for the online video platform throne. In wake of several new video features being introduced and a heavy video focus from Mark Zuckerberg, the social media giant has over 500 million people watching Facebook videos every day. Facebook's increased focus on video isn't only because users like to watch it (although they clearly do) -- it's also because more marketers are shifting their budgets from TV to mobile video. The allure for advertisers lies in Facebook's hyper-surgical targeting possibilities and the results Facebook videos can deliver. If you're one of those marketers who wants to dive into advertising with Facebook videos -- but isn't sure where to start -- keep on reading. Below we'll review the types of Facebook video ads and how to create an effective ad with tips from HubSpot advertisers. Then, we'll look at some examples to put it all into practice. 1. Slideshow You might think that recording and creating a video for a Facebook ad is a daunting task. However, with slideshow ads, all you need to do is create a video using only photos and text. Whether you use your own photos or stock images, slideshow ads are easier to put together and don't take too much time. This is a great way to engage audiences without spending time and money on creating a video. 2. Stories If you've created a...

What a Serial Entrepreneur Learned From Spending Nearly $1M on Facebook Ads When it comes to Facebook ads, you might feel like you've won the lottery if your ads perform well. However, you couldn't be further from the truth. In fact, I've spent more than $900K on Facebook ads in over 4 years. Facebook ads are a complex and nuanced form of marketing. Spending close to a million on ecommerce, real estate, festivals, mobile apps, and much more, I can say that I've learned a thing or two about running successful Facebook ads. 1. Keep a bigger audience. When people start running Facebook ads, they often try to have the most laser-targeted audience and often end up aggregating around 100,000 people. This might seem like a big audience, but it really isn't. What's more? By targeting "interests" people have, you have to remember that those are not set in stone. For example, Facebook thinks I like hunting but I've never done it before. That's why it's important to target a larger audience of at least one million people at first and let Facebook find people who like what you're promoting. 2. Retarget with a large enough audience. Don't start segmenting your retargeting at the beginning. For example, you could have segmented audiences of people who visited your website in the last 7 days, 14 days and 21 days, but you shouldn't just yet. I suggest regrouping all your custom audiences at the beginning to make sure your audience...

The Facebook 20% Rule: How to Check Your Ads With a Text Overlay Tool The best billboards demand your attention with bold fonts, in-your-face messages, and bright, eye-catching graphics. The best Facebook ads take the exact opposite approach. If you want to reach and engage with potential customers on Facebook, you need to create ads that blend as seamlessly as possible into the rest of the content on their newsfeeds. This means focusing on simple, high-quality images, straightforward messages, and most importantly: minimal text. Facebook knows that the best performing ads include images with little to no text, which is why they created the 20% rule. This rule states that in order to run an image-based ad on Facebook, your image(s) must contain less than 20% text. For a complete guide to creating Facebook ads, check out our article here. It's important to note that the 20% rule only applies to text that covers images attached to your ad. It does not include text on your ad outside of images, like the description copy or call-to-action button. There are a few exceptions to the 20% rule, including images of book covers, album covers, event posters, video games, and some product images that contain text (e.g., a cereal box). Text-based logos are not an exception to the 20% rule, and will be counted as text when Facebook reviews your images. So, why exactly does the Facebook 20% rule exist? It all comes down to what users want to see...

The 11 Facebook Ad Campaign Objectives and How to Choose What’s Right For Your Business Facebook ads are a great tool to get your message in front of the platform’s 2.5 billion monthly users. With such a large audience, you can understand why the platform is attractive to advertisers. Over 7 million advertisers to be exact. To succeed and maximize your return on investment (ROI) among so many audience members and competitors, start with why you want to use Facebook ads and what you hope to achieve with them. After all, your campaign objective is the first thing Facebook will ask you about when you go to create an ad. Your Facebook campaign objective — meaning the action you want someone to take after they see your ad — is one way the platform determines who should be shown your ad. Within Facebook Ads Manager, there are 11 objectives spanning the three overarching categories of the buyer’s journey: awareness, consideration, and conversions. Source With so many options, the thought of determining which objective is best for you may feel a bit overwhelming, but no sweat — we’ll break them down below. Check out HubSpot's free course on Facebook Ads Training: How to Build Great Ads & Audiences Awareness Facebook Campaign Objectives Awareness objectives help generate interest in your product or service. 1. Brand Awareness As you may have guessed, these ads help increase people’s awareness of your business. If you’re looking to introduce your brand to new...

How to Run Facebook Ads: A Step-by-Step Guide to Advertising on Facebook When setting up a paid Facebook ad, there are a lot of boxes to be checked. Are you targeting the right people? Are your image dimensions to scale? Are you running the right type of ad? If we're being honest, it can get a little confusing. With more than 2.6 billion people using Facebook every month, and nearly 1.7 billion users every day, Facebook offers up a unique opportunity for marketers to augment their organic efforts. The trouble is, with both an investment of time and money on the line, there's not much room for oversight. To help, we've put together a checklist to help you keep all of your campaign details straight. Or watch this short video on how to increase the effectiveness of your ads and budget. These will help ensure that you're tapping into the right audience with the right ad at the right time.   Facebook offers a variety of paid ad options and placements, but all ads can be broken down into three elements: Campaigns. The campaign houses all of your assets. Ad sets. If you're targeting separate audiences with different characteristics, you'll need an individual ad set for each. Ads. Your actual ads live within your ad sets. Each ad set can hold a variety of ads that vary in color, copy, images, etc. With that terminology out of the way,...