There are now 45 million social media users in the UK, accounting for nearly 70% of the entire population. Facebook remains the most dominant social media platform here and, of all those in the UK who use the internet, 78% use Facebook. So, for any business, Facebook represents a significant opportunity to broaden customer base and drive sales, especially if you know how to use Facebook Ads to do it.

What are the options?

There are a number of different types of ads available and the right one will depend on factors such as the purpose of the ad and the goal in buying it.

Brand awareness

Facebook ads for brand awareness will expose large numbers of Facebook users to your business and should prompt them to act to find out more.

App installs

Ideal if you’re looking to get people to download your app – this type of ad can showcase app purpose and functionality.

Local awareness

Facebook ads like this can support businesses keen to build a local customer base, as they are targeted and oriented at a specific location rather than a general audience.

Website conversion

The objective is to get users to click on the link to your website and drive designated actions on a specific page to encourage users to convert e.g. newsletter sign up or downloading something.

Clicks to website

This type of ad is ideal if you’re looking to use Facebook to drive traffic to your website.

Event ad

You can promote a Facebook listed event if you’re keen to create some noise around it and attract attention.

Offer ads

Setting up a campaign objective for driving off-site offer downloads can help to increase success and Facebook allows you to create a specific call to action.

Generating leads

Rather than having users go off Facebook to a separate page to fill out forms etc (where you risk losing them), use the lead generation objective so that customers can do this without going off Facebook.

Expanding organic reach

Getting more likes for your Facebook page will increase the number of people who can see your original content – you can do this using the page like ad type.

Which Facebook ad is the right one for you?

There are a few simple steps involved in finding the right Facebook ad for you and then putting it into practice.

  • Identify your campaign goal
  • What are the options for that goal? Facebook provides multiple ad types that can be used for a specific objective
  • Reduce your options – of all those that are available which one is likely to work the best?
  • Create copy and identify the style of content you want to use in the ad e.g. video, photos, customisation for mobile etc
  • Target your audience
  • Test your ad – you may not get the content, type and targeting of the ad right first time. Instead you may need to test and analyse with a view to optimising future campaigns

Facebook ad success can take time but the rewards of getting it right can be transformative. If you’d like to know more about how to identify and create the right Facebook ads for your business get in touch.