3 Tips for Creating Powerful Ads, According to Meta's Director of Ads Facebook is an undeniably powerful platform for advertisers. In fact, HubSpot Blog Research found Facebook is the most popular social media network for advertising in 2022, with 62% of companies currently leveraging it. Additionally, Facebook has proven to be the social media platform that generates the biggest ROI.  But getting started on Facebook advertising can be intimidating — particularly with a limited budget. You don't want to waste all your ad spend before you've identified a strong, effective long-term advertising strategy. Here, I sat down with Tarcisio Ribeiro, Meta's Director of Ads, to discuss his three tips for getting the most out of your Facebook ad strategy. Let's dive in. Tips for Creating Powerful Facebook Ads, According to Meta's Director of Ads 1. Keep it simple. When you're first getting started with Facebook ads, you might feel overwhelmed by the amount of options available. For instance, you can create a boosted ad, a video ad, a poll ad, or a carousel ad (to name a few). Ribeiro advises against getting too complex when you're first starting out. As he puts it, "One challenge I've seen with new Facebook Ads users is that they see the numerous capabilities we have in our Ads Manager, and without fulling understanding how everything works, they try to play with everything. As a result, they end up wasting money because they're either not being targeted enough, or they're using the wrong capabilities."...

How to Create An Effective Facebook Ad Strategy in 2022 When it comes to spending your advertising budget, you may be unsure how to get the most bang for your buck. After all, there are so many different advertising and marketing options out there. How do you know which will best suit your business, reach your desired audience, and give you the biggest return on your investment? Even with all of the changes Facebook has undergone in the past few months, it’s still a great place to advertise your business. Ads are affordable and you have the ability to target your "ideal" customers. With approximately 1.93 billion people using this social media platform each day, you’re bound to reach the audience you’re looking for. Like any marketing or advertising platform, you’ll want to go into this endeavor with a solid plan or strategy. Without one, you might as well be tossing flyers off a bridge and hoping for the best. Facebook Ad Strategy 2022 If you’re new to advertising on Facebook, this landscape may look like a frightening new frontier where no business has gone before… but it’s not. There are more than 3 million businesses actively advertising on Facebook. "Wait… then isn’t it oversaturated? Shouldn’t I advertise somewhere else?" There are so many advertisers on Facebook because it works. It’s an excellent way to reach your desired audience and inspire them to take action (ideally, purchasing your product). Now, what you do need to know is that not all...

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...