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How do you boost a post on Facebook? - https://youtu.be/fdcxY4Kd1gY

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How Do You Boost A Post On Facebook? A Practical Guide

How Do You Boost A Post On Facebook?

Step 1: Choose the post that you want to boost

Step 2: Hit the “Boost Post” button on the bottom right-hand part of the post - Facebook Promoted Posts

Step 3: Choose Your Objective - How Do You Boost a Post On Facebook

Step 4: Add a Post Button (Optional) - Facebook Boost Post Tips

Step 5: Choose Your Audience - Boosting A Post On Facebook

Step 6: Define Your Ad Placements - How Do You Boost A Post On Facebook

Step 7: Set Your Duration and Budget

Step 8: Add Your Payment Details

Step 9: Hit Boost! - How Do You Boost A Post On Facebook

Ever wondered how do you boost a post on Facebook?

Wanna get more eyeballs on your content?

Don’t have time to use the Ads Manager?

If you answered yes to one or all of these questions, then you’ve come to the right post. 

In full disclosure, I’m personally not a fan of boosting posts. But, I don’t have anything against it either. 

It’s an overly simplified version of the Ads Manager, in my opinion, and gives you limited control over how you promote your post. 

At the same time, I can see how it would come in handy if you want to quickly promote a post. 

That’s why I decided to take the time to write a post about it. 

I also wanted to rank for “how do you boost a post on facebook” but that’s neither here nor there. 

Enough talk. Let's get to it. 

Step 1: Choose the post that you want to boost

On the left-hand side of your Facebook page, click on the “Posts” tab and find a post that you want to boost. 

If it’s an image, make sure that it doesn’t have too much text. Or else your reach will be limited, or worse-case, Facebook will disapprove your ad entirely.

If you plan on promoting a video post, keep in mind that the video must be less than 60 seconds in order to run on Facebook and Instagram. 

If you have no posts or Facebook page, then now would be the time to create both. 

Note: Have you read my free Facebook Ads Guide? Check it out after you finish this post.

Step 2: Hit the “Boost Post” button on the bottom right-hand part of the post - Facebook Promoted Posts

Click on the button and wait for the new window to popup.

Step 3: Choose Your Objective - How Do You Boost a Post On Facebook

Facebook will give you 2 or 3 objectives to choose from. Choose the one that makes the most sense for your business goals. For example, if you’re boosting a video post, then you might want to consider using video views as your objective. 

Step 4: Add a Post Button (Optional) - Facebook Boost Post Tips

If you want, you can choose to have a call-to-action button on your post. These buttons are believed to help increase clickthrough rates. 

You can boost your post with or without the button.

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Step 5: Choose Your Audience - Boosting A Post On Facebook

Hopefully you have a rough idea of who your target market is. 

And don’t you dare say “My target market is everyone”. 

If you try to appeal to everybody, then you will appeal to nobody. 

Think about what your target market is like. Ask yourself what they listen to, who they follow, what they read, what events they go to, etc. 

When you have a pretty good idea of who your target market is, then use the Facebook Ads Manager to define the attributes that are consistent with your target market. 

Step 6: Define Your Ad Placements - How Do You Boost A Post On Facebook

In this section, you’re given the option of using Automatic Placements. By selecting this, you give Facebook the freedom to adjust your bid accordingly and place your ads wherever they feel makes the most sense. 

This gives maximum control to Facebook regarding your ad placements. This is generally not a bad idea because Facebook ad’s platform is very smart. They know how to show the right ad, to the right person, at the right time. 

This maximizes the experience of the user, Facebook gets paid for the ad space, and the advertiser gets his offer in front of someone who is likely to buy. It’s a win for everybody involved.

If you decide to toggle this option off, then you must define exactly where you want your ads to be placed. You have three options available: Facebook, Instagram, and Messenger. 

Step 7: Set Your Duration and Budget

There’s no limit to the duration or the budget for the campaign. However, there is one rule. 

You must budget a bare minimum of $1 per day for your campaign. 

Anything less than that and you’ll get an error from Facebook. Try your luck if you want, but don’t say I didn’t tell you. 

Under the total budget, you also get a projection for how many people you’re expected to reach for your campaign. I would take these numbers with a grain of salt because there are lots of variable that can affect the success of a campaign. 

Use these numbers to give you a general idea, but don’t be surprised if you end up doing better or worse than projected. 

Step 8: Add Your Payment Details

Choose the currency that you’ll be paying in for your ads. This should be the same as the country you reside in. 

If you have multiple ad accounts, then choose the appropriate ad account for this campaign. Otherwise, if you have just one, then use the one you have.

Step 9: Hit Boost! - How Do You Boost A Post On Facebook

At this point, everything should be ready to go. It wouldn’t hurt to look everything over one more time to make sure you didn’t miss anything. 

I also recommend checking out the preview section to see how your post will look in different placements. 

This will give you an idea on the type of experience that users will have when they come across your ad. 

Don’t try to make everything perfect. Good enough is good enough. 

Once you’re at that point, it’s time to pull the trigger and hit the “Boost” button. 

Your post will now undergo a review process by Facebook and if approved, your ad will immediately go live. 

If there are any issues, Facebook will disapprove your ad and tell you what you need to fix. 

It would help to be familiar with Facebook's Advertising Policies. If you get too many violations, you run the risk you getting your ad account shutdown.

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MTI Passive Income Investments (7/29/2020 Proof) - https://youtu.be/ScCoNyRZCPc

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17 Facebook Ads Placements - https://youtu.be/fTk90Anu4GY

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17 Well-Known Facebook Ads Placements

17 Facebook Ads Placements

Feeds

Facebook News Feed

Instagram Feed 

Facebook Marketplace 

Facebook Video Feeds

Facebook Right Column

Instagram Explore

Messenger Inbox

Stories

Audience Network

Banner

In-Stream Video

Interstitial

Native

Native Banner

Misc. Ad Placements

Instant Articles

In-Stream Video

Why is Facebook free?

One word: Ads. 

They’re all over the place. 

Well, not literally. But, it’s not that far off. 

These days, you don’t even have to be on Facebook in order to see a “Facebook” ad. 

More about that later. 

As you might’ve guessed from the title of this post, we will be talking about the different Facebook Ads Placements that exist.

This list is current as of Feb. 2020 and it is by no means definitive. Facebook is well-known for changing things at a drop of a hat.

I’ll do my best to keep this list updated, but I can’t make any guarantees. 

When in doubt, you can always go straight to the source i.e. the official Facebook website for more information about their ad placements. 

So with that being said, let’s dive in.

Feeds - Facebook Ads Placements

Feed ads have some of the highest visibility on Facebook. 

There are also more feed ads than any other type. 

These are the types of ads you see while scrolling on Facebook or Instagram.

Here are the various placements:

Facebook News Feed

If you scroll through your news feed long enough, you’re bound to come across an ad or 2. Facebook’s goal is to strike the right balance between promotional and organic posts in the news feed so that it pleases both the casual user and the advertiser.

Note: Confused about running Facebook Ads? Check out this exclusive Facebook Ads Guide.

Instagram Feed 

Much like Facebook, you’ll come across an ad in your feed if you scroll for long enough. These ads appear front and center on a person’s mobile screen and are suitable for both image and video ads.

Facebook Marketplace 

The Facebook Marketplace is one of the best place to show your ads. Why? The people that are within the marketplace are likely to be in a buying mindset. All it takes is showing the right offer to the right person and you could be looking at a nice payday.

Facebook Video Feeds

Facebook Right Column

There are some things that you notice at the corner of your eye. The Right Column is great for staying top-of-mind with your audience and works great for re-targeting people who visited your site. 

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Instagram Explore

Instagram’s Explore Tab is great for discovering new content on the platform. Posts that end up here often get high visibility and for a while, it was only accessible to organic posts. Now, you can run your ad in this high-traffic area and get yourself a ton of eyeballs on your offer.

Messenger Inbox

1.3 billion people use Messenger every month. It has become a successful platform in its own right, behind Facebook, and it’s projected to grow in the coming years. This means that there are countless opportunities for your message (no pun intended) to get seen by your target market.

Stories - Facebook Ads Placements

In September 2018, Facebook made Stories ads available to all advertisers. 

At the time, over 300 million people were using Facebook Stories and Instagram Stories every day. That number is probably much higher now. 

What’s unique about Stories is the fact that they fully immerse you when you’re looking at them. 

When designed properly, they take up the entire space of your screen so you have no choice but to look at it. 

There are 3 Stories ad placements: Facebook Stories, Instagram Stories, and Messenger Stories.

Audience Network - Facebook Ads Placements

The Audience Network was officially launched back in April 2014. It is Facebook’s version of the Google Display Network or GDN for short. 

To put it simply, The Audience Network is a collection of websites and apps that display Facebook Ads. 

Using this placement allows you to extend your reach outside of Facebook while still leveraging their ad platform. 

You can use the same targeting as other placements, including Custom Audiences, Core Audiences, and Lookalike Audiences. 

There are 6 creative formats for Audience Network ads: 

Banner

In-Stream Video

Interstitial

Native

Native Banner

Native Banner ads are made up of the following components: 

Ad Options View

Sponsored Label

Ad Icon

Ad Title

Social Context

Call-to-Action button

Misc. Ad Placements - Facebook Ads Placements

Here are a few more placements that don’t fit neatly into one category:

Instant Articles

In-Stream Video

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Facebook Campaign Budget Optimization - https://youtu.be/WVPhU0VN-Uw

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A Useful Guide To Facebook Campaign Budget Optimization

Facebook Campaign Budget Optimization

What is Facebook Campaign Budget Optimization?

Don’t Pause Your Ad Sets

Understanding Your Results

A Simplified Example of Facebook Campaign Budget Optimization

Facebook Campaign Budget Optimization is here to stay. 

And it can help you get more bang for your buck. 

But before you start using it, it’d be a good idea to understand how it works. 

By the end of Feb. 2020, Facebook is making CBO, short for Campaign Budget Optimization, the new standard for advertising campaigns. In other words, you won’t have a choice but to use it.

Facebook even wrote an article on their site about CBO, which gives further validity to this shift 

My goal for this blog post is to provide some necessary groundwork so you can get the most out of CBO. 

So, let’s dive right in. 

What is Facebook Campaign Budget Optimization?

Campaign Budget Optimization, or CBO for short, is a setting within Facebook ads that allows you to manage your budget at the campaign level. You can either set a daily or lifetime amount and customize the bid strategy for your particular needs. 

Other than that, campaign will distribute the budget among your ad sets and get you the most amount of optimization events according to your bid strategy. 

For example, if your bid strategy is lowest cost, then Facebook will optimize your ad spend across ad sets to get you the most optimization events possible while spending the least amount of money. 

Note: If you want an in-depth guide on Facebook Ads, check out this article. 

Don’t Pause Your Ad Sets

According to the official website, Facebook warns against pausing your ad sets when using CBO. If you pause and unpause your ad sets, you might notice that most of your budget goes towards one ad set. 

As a result, your data will be skewed and your budget usage will be inefficient. 

Understanding Your Results

Facebook recommends interpreting your results at the campaign level. You should look at the total amount of optimization events as a whole and the overall cost per optimization event. 

This is because CBO manages your budget at the campaign level. Your budget gets distributed amongst your ad sets in the most efficient way possible to maximize your ad spend.

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A Simplified Example of Facebook Campaign Budget Optimization

To help you wrap your head around Facebook Campaign Budget Optimization, here's a simplified example for how it works. This example originally appeared on Facebook and has been adapted for this blog post.  

Let's say that there are 15 opportunities for you to show your ad divided among 3 ad sets. We're also going to label each ad set A, B, C, for the sake of simplicity. 

We're also going to assume that 4 opportunities for ad set A are $5 each, and 6 opportunities for ad set B costs $2 each. 

For ad set C, there are 3 opportunities that costs $1 each, 1 costs $7 each, and 1 costs $8. 

Your total campaign budget is $30.

Before we go any further, keep in mind that you won't know about the number of opportunities within each ad set nor how much they would cost when you're running and reporting on the campaign. 

When we use CBO, we get 12 optimization events for $30, which comes at an average cost of $2.50 each.

Here's how that would break down: 

A: 3 optimization events for $5 each ($15 of total spend

B: 6 optimization events for $2 each ($12 of total spend)

C: 3 optimization events for $1 each ($3 of total spend)

At this point, you might wonder: "Why did my campaign spend the most on the ad set with the highest cost per optimization event (ad set A) and so little on the one with the lowest cost per optimization event, i.e. ad set C?"

Since you wouldn't know about the more expensive opportunities avoided, this seems like a valid question to ask. 

But for the sake of this example, we know that ad set C starts off initially the cheapest among the 3 ad sets. However, it gets expensive much quicker. 

Ad Set A on the other hand, starts off much more expensive than the other ad sets, but the costs remains much more stable, which leads to a smoother performance overall.

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5 Facebook Business Tools To Help You Promote Online

5 Facebook Business Tools

Facebook Business Tools #1: The Ads Manager

Facebook Business Tools #2: Creator Studio

Facebook Business Tools #3: Facebook Analytics

Facebook Business Tools #4: Creative Hub

Facebook Business Tools #5: Events Manager

Facebook loves businesses. 

It’s true. 

Think about it. 

The majority of Facebook’s revenue comes from advertising. And businesses tend to spend a lot on ads. 

Back in 2019, Facebook generated almost $70 billion in revenue from advertising alone. 

Businesses spend money on Facebook Ads because they expect to get a return on their revenue. 

And if you do it properly, it would be logical to assume that. 

In addition, there are a  variety of Facebook business tools at your disposal to help with your advertising efforts. 

There are much more than the ones I’ve listed, but these 5 are absolutely essential for business owners who want to be profitable with Facebook Ads. 

Click here for a general overview of Facebook Ads.

Facebook Business Tools #1: The Ads Manager

The Ads Manager is by far, one of my favorite tools. 

It only seemed right to have it first on the list. 

The Ads Manager gives you maximum control over structuring and optimizing your Facebook ads. It’s not necessary to use it, but there are some advantages worth considering. 

Some people might be tempted to use the “Boost Post” option on Facebook. And it can be appropriate in certain situations.

For instance, you might have an organic post that’s doing exceptionally well. Rather than going through the trouble of setting it up in the Ads Manager, you can hit “Boost Post” for a streamlined setup.

I’ll also be dropping a future post on how to boost a post on Facebook.

But, if you’re looking to get “down and dirty” and build your campaign from the ground up, then the Ads Manager has just what you need. 

You can create multiple ad sets to target different audiences, test multiple ads, and get deep insights into your campaign performance.

It can seem a little overwhelming at first but think about it like riding a bike. It starts off being uncomfortable, but you start to get the hang of it as you keep doing it.

For more information, check out Facebook's official post on the Ads Manager.

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Facebook Business Tools #2: Creator Studio

Facebook is not playing games when it comes to content. 

To help creators manage their content across Facebook and Instagram, they created a central platform to keep everything in one place. 

You can track performance, manage interactions, and streamline publishing all from one place. 

This tool has been a godsend for many creators because they can manage all of their accounts from the comfort of their desktop. For example, you can upload Instagram posts and IGTV videos straight from Creator Studio. You’re no longer forced to upload your videos from the mobile app.

You can even schedule your posts so that they appear on your profile at a certain time. 

If your Facebook Page is eligible, you can activate in-stream ads to show ads on your videos. Depending on the size of your audience, this could be a significant income stream. 

To sum it all up, Facebook says that the Creator Studio “brings together all of the tools you need, simplifying the process of building and managing your video business.”

Facebook Business Tools #3: Facebook Analytics

Peter Drucker famously said, “What gets measured gets improved. What gets measured and recorded improves exponentially.”

When you harness the power of Facebook Analytics, you are both measuring and recording the actions that people take on your Facebook Page, website, and more. This allows you to make data-driven decisions that will help increase your bottomline. 

Their analytics tool is built on the insights of their 2 billion-person community which gives them a unique perspective on how people operate and behave. 

Facebook Analytics is packed with a variety of features to help you understand how people interact with your business. For example, there’s the overlap report where you can see the number of people who interact with both your Facebook Page and website. 

There are also automated insights which get surfaced automatically by Facebook. They do this by using machine learning to analyze and monitor your data, which helps save you time and gives you the ability to make an informed decision quickly. 

Facebook Business Tools #4: Creative Hub

Got an idea for an ad?

You have two options: You can create a draft in the Ads Manager, which requires building out an entire campaign from scratch, or create a single ad mockup in the Creative Hub. 

Unless you love doing more work than necessary, the second option is the best way to go. 

In addition, you can collaborate with other people in your company through the Creative Hub. You can brainstorm and put different ads together before you decide to create a campaign in the Ads Manager. 

After you finish creating the mockup, you can check to see how it looks across different placements. Once you’re satisfied with the final product, you can import the ad into one of your campaigns in the Ads Manager.

Facebook Business Tools #5: Events Manager

After you add your Facebook pixel to your website, you can start seeing pixel event data in the Events Manager. 

The most basic pixel event is the “Page View” event. This event occurs anytime someone loads a page on your website.  Facebook has a robust set of Standard Events to add on your website such as “add payment info”, “add to cart”, “purchase”, and more. 

You can also create custom events to track specific actions taken on your website, that’s not covered by Facebook’s Standard Events. 

In addition to Pixel events, you can also track offline events and app events from the Events Manager.

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5 Facebook Business Tools - https://youtu.be/LMbce1yDqds

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How Do Facebook Ads Work? - https://youtu.be/VYiwPEM9p58

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How Do Facebook Ads Work? Here’s A Simple Answer

How Do Facebook Ads Work?

Anatomy of a Facebook Ad - How Do Facebook Ads Work

The Ad Auction - How Do Facebook Ads Work

Ad Relevance - How Do Facebook Ads Work

Post-Click Experience - How Do Facebook Ads Work

In 2019, Facebook made just under $70 billion in advertising revenue alone. 

That’s 98% of their total revenue. This is why just about everything on Facebook is free such as Facebook Pages, Facebook Groups, Facebook Profiles, etc. 

But, have you ever wondered how do Facebook ads work? 

Surely, there must be some kind of rhyme and reason to how they do things. 

And it turns out, there is. 

Before we dive into the mechanics of the ad platform, I thought it would be useful to understand the anatomy of a Facebook ad first. 

Anatomy of a Facebook Ad - How Do Facebook Ads Work

When you break down a Facebook ad to its individual parts, several pieces emerge. 

When these pieces come together, it’s like Thanos collecting all of the Infinity Stones. They work together to achieve a specific goal, which is set by the ad objective. 

Here are the basic components of any Facebook Ad: 

Creative - The visual element of your ad. It can be an image or a video.

Ad Copy - The written text above the creative.

Headline - A short sentence or phrase that appears directly under the creative. Its use will depend upon the context of the ad.

Placement - Where your ad appears.

Targeting - the group of people who will be exposed to your ad.

Bid - the amount you’re willing to pay to show your ad. 

Just about every ad you will ever create (with rare exceptions) will have all of these basic components. 

Without them, you won’t be running any ads anytime soon.

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The Ad Auction - How Do Facebook Ads Work

Facebook uses a real-time auction to determine the best ad to show to a person at a given point in time. Billions of auctions take place each day across Facebook’s family of apps. 

Ad placements include the News Feed on Facebook, Instagram Feed, Stories, and on websites and apps. I’ll be doing a comprehensive breakdown on each ad placement in a future post. 

The participants in each auction depend on the targeting for each respective advertiser. Advertisers that are trying to reach the same target market will compete in the same auction against one another. 

This can happen even if they’re targeting different interests. For example, Advertiser A might target people who like Grant Cardone. Meanwhile, Advertiser B is targeting people who like Apple products. If there’s a person on Facebook who likes both Grant Cardone and Apple products, then both advertisers have to compete to see who will get their ad shown.

Getting your ad shown has an exact science that was formulated by Facebook. They assign each ad a particular score, and the ad with the highest total value will win the auction. 

The total value of an ad is made up of 3 factors: bid, estimated action rates, and ad quality. 

Your bid is how much you’re willing to pay to show your ad. In old school auctions, the winner was the person who was the highest bidder. When it comes to Facebook ads, you can be the highest bidder and still potentially lose. 

The estimated action rate is Facebook’s best guess on whether or not someone engages or converts from a particular ad. If the action rate is high, then your ad costs will generally be much lower than your competition. 

Ad quality deals with how “good” your ad is from a multitude of perspectives. Keep in mind that the goal of Facebook is to optimize the user’s experience. They want people to come back often and stay on their platform for as long as possible. 

If your ads are negatively disruptive to the user experience, then your ad costs will rise.

Ron Goldman, VP of ad products from Facebook, once said “Our goal is to make ads on Facebook just as useful and relevant as posts people see from friends and family.”

This sums up their process perfectly. The advertising platform is their bread and butter and they will do everything they can to keep the riff-raff out.

Ad Relevance - How Do Facebook Ads Work

When you combine the estimated action rate with ad quality, you get the ad’s overall relevance.

Relevance deals with how relevant the ad is to a particular person. For example, if you have an ad for a steak and you’re showing it to vegans, they’re going to see your ad as irrelevant. 

They may choose to hide your ad, report it, or just completely ignore it.

If you need help with determining the relevance of your ads, Facebook has a set of 3 diagnostics to help with that called Ad relevance diagnostics.

Here’s a quick explanation of each:

Quality Ranking - Your ad’s perceived quality compared to other ads competing for the same audience.

Engagement Ranking - The likelihood that a person will click, react to, comment on, share, or expand an ad.

Conversion Rate Ranking - Your ad’s expected conversion rate compared to other ads with the same optimization goal (i.e. your ad objective) competing for the same audience.

Post-Click Experience - How Do Facebook Ads Work

Your work isn’t done as soon as someone clicks on your ad.

If you’re directing people off of Facebook, then you need to ensure that their experience is up to par. Facebook calculates this based on your website speed and the user’s network connection. 

Facebook said on the record that, “We will show ads to people when they are interested in your content and have a network connection that can quickly load the post-click content.”

This helps users have a positive experience with advertisers and reduces the chance of them bouncing off the website due to slow loading speed. 

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13 Facebook Ad Objectives - https://youtu.be/13LCdBaZoIc

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13 Facebook Ads Objectives – The Definitive List

“A goal is not always meant to be reached, it often serves simply as something to aim at.” Bruce Lee

13 Facebook Ads Objective

The Sales Funnel - Facebook Ads Objectives

Awareness Facebook Ads Objectives

Brand Awareness

Reach

Consideration Facebook Ads Objectives

Traffic

App Installs

Video Views

Lead Generation

Post Engagement

Page Likes

Event Responses

Messages

Conversion Facebook Ads Objectives

Conversions

Catalog Sales

Store Traffic

I’d be lying if I told you that every Facebook ad campaign I ran was a success. 

That just isn’t possible. 

But it is possible to have a goal for every campaign you run. You can’t decide one minute you’re going to run an ad and just slap something together and hope it works. 

If only it were that simple.

Knowing your objective before launching your campaign serves two purposes. 

Firstly, you’ll be able to set proper expectations for the campaign. For example, if you know the goal of your campaign is to get exposure, then you’re not going to expect a lot of sales to come from it. You’ll be more concerned about how many people your ad reached. 

Secondly, defining your goal beforehand will help you determine the metrics you look at to gauge the success of that campaign.

If you’re not sure what numbers you should be looking at, then you’ll end up ingesting a bunch of needless data. There are a ton of numbers you can look at in the Ads Manager, but there’s only a handful that are actually important.  

Being able to figure that out will help you maintain laser focus.

Here's an in-depth Facebook Ads Guide to give you a general overview of the platform.

The Sales Funnel - Facebook Ads Objectives

In order to understand the different ad objectives, we must first be familiar with a concept called the sales funnel. 

The sales funnel represents the journey your target market takes from stranger to customer. You can think of it like a human relationship. You can’t just walk up to someone you never met and ask them to marry you. 

Most people would agree that’s creepy. But this is exactly what businessowners do when they try to shove their product down everyone’s throat. If the people you want to sell to don’t know you from a hole in a wall, then they won’t buy from you. 

There’s a process you need to take them that converts them from stranger to customer, and that is what the sales funnel does. 

Now that we’ve hammered that point home, let’s bring this back to Facebook. 

Each Facebook ad objective falls under one of 3 parts of the sales funnel. At the top of the funnel, you have Awareness, which are ad objectives that help with gaining exposure. 

The second category is called Consideration, where your target audience begins to actively engage with you and starts to “consider” your business and/or product as a possible option among other ones. 

Finally, there’s Conversion, where your target market takes a desired action that leads towards generating business revenue in the long-term.

Awareness Facebook Ads Objectives

Awareness ad objectives are primarily concerned with gaining exposure. They are generally the cheapest ads to run and tend to reach the most people out of all the ad objectives. 

There are 2 Facebook Ad Objectives that fall in this category: 

Brand Awarenes

Reach

Brand Awareness

The brand awareness ad objective shows your ad to people who are most likely to remember them. To do this, they take two primary factors into account: attention and reach. 

After analyzing hundreds of brand campaigns, Facebook determined that people who spend more time on your ad are much more likely to remember them. This goes beyond just reaching a large number of people. You want to make an impact on the right people so they remember you if they see you again.

The primary metric for Brand Awareness campaigns is the Estimated Ad Recall Lift. This number shows the number of people that Facebook believes will remember your ad if asked about it in 2 days. Here's an article by Facebook about the Estimated Ad Recall Lift metric.

Reach

There may come a time when you need to get your message in front of as many people as possible. If you’re ever in that situation, then the reach ad objective is the perfect fit for you. 

Like the previous objective, you can use this to build brand awareness. However, you can also use it to change brand perception. 

In addition to reaching a lot of people, you can also control the frequency that people see your ads. For instance, if you’re running a limited-time promotion, you may want to show your ad more often to the same people than if it were an ongoing promotion. 

Consideration Facebook Ads Objectives

Consideration ad objectives deal with goals that lie in the “middle of the funnel.” At this stage, you’re looking for active engagement from your target audience. 

Facebook puts it another way by stating that you want to “get people to start thinking about your business and look for more information about it.” They may not be sold yet on your product or service, but you have become part of the discussion. 

This section contains the most ad objectives of all the sections. There are 8 in total that falls under this category:

Traffic

App Installs

Video Views

Lead Generation

Post Engagement

Page Likes

Event Responses

Messages

Traffic

Traffic is a term that advertisers use when referring to getting eyeballs on your website. At the end of the day, if you don’t have eyeballs on your website, then no one will know you exist.

But, what if you don’t have a website? In that case, if you have an app, then you can send people directly to your app using the Traffic objective. 

The standard unit for measuring Traffic to your website is link clicks. Generally speaking, the more clicks that you generate, the more exposure your website (or app) gets. 

Facebook also has a feature where you can optimize for Landing Page Views. Contrary to link clicks, landing page views only count when the person who clicked on the link had fully loaded the landing page on the other side of the ad. 

Landing Page Views tends to produce higher-quality traffic as opposed to link clicks, but it usually comes at a premium. 

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App Installs

The app install objective is best suited for people who have a mobile app. Using this objective will cause Facebook to show your ads to people who are most likely to install your app. You can also optimize for app events and attract your highest-value customers using value optimization. 

There are a few things you need in place in order to optimize for app installs. 

First, you must register your app with the “Facebook for Developer’s” site. 

Then, you must link your ad account to the app that you want to run ads for. 

Finally, you must integrate the Facebook SDK and add app events if you want to optimize for installs, app events, or values. The SDK is also necessary for measuring and tracking installs, app events, or value.

You don’t have to register your app or link your ad account to your app if you want to use the app install objective. In either case, you would have to optimize for link clicks instead of app installs.

Video Views

The video views objective optimizes your ads to get the most plays on your video. While other objectives are able to support video, they don’t necessarily optimize for video views. 

You have two options when it comes to optimizing for video views: ThruPlay and 2-Second Continuous Video Play. 

ThruPlay optimizes your ads for people who will watch at least 15 seconds of your video, or the entire video. It depends on what happens first. 

2-Second Continuous Video Play optimizes your ad for people who watched your video for 2 continuous seconds or more. In most cases, at least 50% of the video pixels will be in view. 

2-Second Continuous Video Plays are generally less expensive and have a much wider reach. However, the quality of the view will be much lower. ThruPlays are generally more expensive but you know that the viewer has consumed at least 15 seconds of your video. 

Lead Generation

The lead generation ad objective is specially designed to capture contact information from potential customers. You can collect, name, email address, phone number, and more. You can even ask custom questions that are relevant for your business. 

Here are a few ideas for using the lead generation objective: 

Find new customers for your business.

Get people to enroll into your program.

Get people to download a brochure. 

You can download your leads directly from Facebook or you can connect your leads to a CRM like Mailchimp or Salesforce for instant access as they optin.

Post Engagement

The post engagement ad objective targets people who are most likely to engage with your post. 

It’s similar to “boosting a post” on Facebook, except you have a bit more control over who sees it. Also, your post isn’t limited to just Facebook when you do it through the Ads Manager. 

Post Engagement includes reactions, comments, and video views. It’s a good idea to use this objective when you have a post that’s already performing well organically and you want to get it in front of more people. 

It’s also relatively cheap to run a  Post Engagement ad. You can get engagement for pennies on the dollar and reach dozens of new people.

Page Likes

Having a lot of page likes used to be a big deal back in the day. Now, only a fraction of your page likers see your organic posts. Still, there’s some value to be gained in getting page likes. 

At a basic level, it serves as social proof for your business. If someone comes across your page and sees a lot of page likes, they might assume that your page is pretty popular. People like to go where there’s already a crowd. 

When you optimize for likes, Facebook will show your page to people who might be interested in your content or business.

Event Responses

It’d be nice if you could create an event and tons of people RSVP automatically. Unless you already have an audience, that probably isn’t going to happen. 

The event response ad objective shows your ad to people who are likely to be interested in your event. 

Before you can use this ad objective, you must create your Facebook event beforehand. You cannot create it in the Ads Manager. 

Also, Facebook event response ads only show on Facebook. You cannot run them on Instagram or the Audience Network. 

Messages

The Messages ad objective was officially announced by Facebook in September 2017. It offered a new way for advertisers to connect with their customers by opening conversations with them. 

This is an objective worth considering because over 2 billion messages are already sent between businesses and people on Facebook. By using this objective, you can build campaigns that leverage the power of messaging. 

Messenger ads also have a variety of uses.

Some of them include: 

Generating leads

Answering questions

Drive transactions

Provide support

Conversion Facebook Ads Objectives

Conversion Facebook Ad Objective all focus on one thing: finding people who are willing to take the desired action. 

Generally speaking, these people are at the bottom of your funnel. They are either a customer, or they’re close to becoming one. 

Conversion-based objectives tend to be more expensive compared to objectives in the middle and the top of the funnel. But the cost can pay for itself if you run a profitable campaign. 

There are 3 Conversion ad objectives you can choose from:

Conversions

Catalog Sales

Store Traffic

Conversions

In marketing, conversion refers to a specific action that a person took that you can measure. If you can wrap your head around that concept, then you’ll have an easy time understanding the conversion objective. 

When you use this objective, Facebook shows your ad to people who are likely to take a specific action. For example, you can optimize for purchases where Facebook shows your ad to people who are likely to make a purchase. 

This doesn’t take away the fact that you need a good ad. In fact, if your ad is good, you can expect even better results when using this objective.

In order to use this objective, you must have the Facebook pixel installed on your website. The pixel is what allows you to keep track of conversions on your website.

Catalog Sales

Catalog Sales is not for everyone. This is only for advertisers who have physical items that they wish to sell on Facebook, like an eCommerce store. 

Before you can use this objective, you must create a Catalog within Facebook. A catalog is a container that holds information about items in your inventory. It works in a similar way like the Google Merchant Center where you can also upload data about your products. 

To streamline the process, Facebook natively integrates with certain eCommerce platforms like Woocommerce, Shopify, 3dcart, and more. Other methods include adding items using a data feed, manual form, or Facebook pixel. 

After you’ve added your catalog to Facebook, you can create product sets using different items from your catalog. This helps control which items appear in your ads. 

At a minimum, each product set should contain a minimum of 4 items or your ad might not deliver.

Store Traffic

Is it possible to use Facebook Ads to drive offline actions?

The answer is yes. 

If you have multiple physical locations, you can use the store traffic ad objective to drive foot traffic into your stores and boost sales. 

A store can be any physical place of business such as a shop, restaurant, dealership, gym, etc. 

As a side note, if you have just 1 store, then Facebook recommends using the Reach objective instead. That way, you don’t have to setup multiple stores. 

You can geotarget your ads so that it shows to people within a given distance from your store. 

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5 Essential Facebook Ads Image Size A+

Facebook Ads Image Size

How To Find The Aspect Ratio of An Image

Square 1:1 - Facebook Ads Image Size

Vertical 4:5

Horizontal 1.91:1

Fullscreen Vertical 9:16 - Facebook Ads Image Size

Fullscreen Horizontal 16:9 - Facebook Ads Image Size

There are multiple Facebook Ads image size available.

Facebook Ads come in different shapes and sizes.

But these 5 sizes we're going over are the most common when it comes to creating Facebook Ads. It helps to be familiar with all of them. 

If you were to design an ad with just any dimension, then you might not be happy with the end result. It won’t come out right and you’ll fail to get your message across. 

So, before you start designing any Facebook Ads, have a look at this article first. It’ll save you some trouble down the road. 

If you need overall guidance on Facebook ads, have a look at this article. 

How To Find The Aspect Ratio of An Image

Before we go into the different image sizes, it would be helpful to learn how to calculate the aspect ratio. That way, we can find out if we can use it “as is” on Facebook. 

To calculate it, we re-write the width and height of the image as a fraction and reduce it to its least common denominator. 

Let’s say we had an image whose dimensions are 1600 px by 900 px. If we wrote that as a fraction and simplified it, it would be 16/9, or a 16:9 aspect ratio.

Click here for a complete breakdown of every aspect ratio that Facebook supports. 

Square 1:1 - Facebook Ads Image Size

4:5 aspect ratio can be used for images but Facebook highly recommends using them for video. 

As a caveat, the 4:5 ratio can only be used if the image doesn’t contain a link. Otherwise, you’re better off using either 1.91:1 or 1:1 aspect ratio.

Other than that, 4:5 can fit most other placements like Stories, Instant Article, and the Audience Network.

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Vertical 4:5 - Facebook Ads Image Specs

4:5 aspect ratio can be used for images but Facebook highly recommends using them for video. 

As a caveat, the 4:5 ratio can only be used if the image doesn’t contain a link. Otherwise, you’re better off using either 1.91:1 or 1:1 aspect ratio.

Other than that, 4:5 can fit most other placements like Stories, Instant Article, and the Audience Network.

Horizontal 1.91:1 - Facebook Ads Image Specs

1.91:1 is a type of rectangular aspect ratio used by Facebook. 

It can fit a variety of different placements, but Facebook recommends using them for Right Column, Search Results, Messenger Sponsored Messages and Instant Articles.

Fullscreen Vertical 9:16 - Facebook Ads Image Size

9:16 has a vertical orientation, like the 4:5 aspect ratio. The difference between the 2 is that 9:16 takes up the entire screen on one’s mobile device. 

This aspect ratio is best suited for any story placement like Facebook, Instagram, and Messenger. It is also recommended for some Audience Network placements. 

Fullscreen Horizontal 16:9 - Facebook Ads Image Size

16:9 aspect ratio is the polar opposite of the 9:16 aspect ratio. This takes up the full space of your phone if you were to hold it sideways. 

This size is recommended by Facebook for both Facebook in-stream video and Audience Network in-stream video placements. However, it is versatile enough to be used in a variety of different placements like feeds, stories, and messages. 

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Facebook Ads Image Size - https://youtu.be/FWpIOiM_Hzs

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12 Types of Facebook Ads – The Complete List

12 Types of Facebook Ads

Video

Image

Collection

Carousel

Slideshow

Instant Experience 

Lead Generation

Offers

Post Engagement

Event Responses

Page Likes

Dynamic Ad

Did you know that there are 12 types of Facebook Ads you can choose from? This means that you have plenty of options when it comes to putting your business in front of your target market. 

Most people forget Facebook as a whole is a family of applications. Their reach extends well beyond their social network and includes Instagram, Messenger, and Whatsapp. 

Each ad can be broken down into 2 components: the format (what it looks like) and the placement. We’ll briefly touch on some placements in this article, but there will be a separate post in the future which does a thorough breakdown of all possible placements.

For a full breakdown of the ad level, check out my Facebook Ads Guide post for more info. 

Video - Types of Facebook Ads

According to Hubspot, online video accounts for 50% of all online traffic. That’s not a number to sneeze at. 

As time progress, more and more people will be coming online. More likely than not, they will come online via a mobile phone. 

If you want a chance at catching this new wave of people, then you need to be employing video in your advertising strategy. 

Videos can range from 1 second to 240 minutes, depending on the ad placement. Video captions and sounds are both optional but recommended. 

The aspect ratio of a video ad can range from 9:16 to 16:9.

Image

Single image ads are probably the easiest and most straightforward to make. However, this does not undermine its effectiveness. 

As Facebook puts it, a single image ad “gives you a clean, simple format to use with inspiring imagery and engaging copy.”

Single Image Ads can be used with just about every ad objective, but there are 3 use-cases where they’re especially useful: 

When you want to drive people to your website.

When you need to create an ad quickly.

When you want to raise awareness of your products. 

Collection - Types of Facebook Ads

Credit: adespresso.com

Collection is an ad format that allows people to move from discovery to purchase in a smooth, immersive way. 

This ad format works best for e-commerce owners that have a catalog of 4 or more products. Each collection ad contains a primary image or video at the top. Below that, there are 4 accompanying images that are arranged in a grid-like layout. 

People who click on your ad will be taken to a fast-loading post-click experience that’s powered by Instant Experience. We will talk more about Instant Experience in a later section. 

This template works well if you have a particular product that you want to highlight, followed by related products. From there, you can direct people to your website or app to make a purchase. 

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Carousel

Credit: buffer.com

Carousel Ads allows you to show 2 or images/videos in a single ad. Each image/video is referred to as a “card” and you can have up to 10 cards per ad unit. Each card can have its own unique headline, link, and/or call-to-action. 

You can allow Facebook to optimize the order of the carousel cards so that the most frequently clicked are shown first. However, if you’re using your carousel ads to tell a narrative, you might want to opt-out of this. 

Here are some ideas for using carousel ads:

Feature multiple products that link to different landing pages.

Highlight multiple features of the same product.

Tell a story.

Explain a process. 

Slideshow - Types of Facebook Ads

Want to make video ads on a budget? With some pictures, sounds, motion, and text, anything is possible. 

Slideshow ads can be made directly inside Facebook and offer most of the experiential benefits that video provides. You can even use an existing video to create a slideshow.

Slideshow ads are beneficial to the end-user because they use up to 5 times less data than a traditional video ad. It might be a good idea to use slideshow ads in markets where people have a slower connection and/or older devices.

Instant Experience - Types of Facebook Ads

Instant Experience is a full-screen experience exclusive to mobile devices. It opens up after someone clicks on your ad. It works with most ad formats like single image, video, carousel, and collection. 

You can even link 2 or more Instant Experiences together to help people discover related content. You’re allowed to add videos, photos, carousels, and forms within your Instant Experience. 

Instant Experiences are best used for quickly catching the attention of your target market. They load quickly and expands to full-screen to create a truly immersive experience. 

You can tell your brand’s story through Instant Experiences and mark clear paths through your experience with descriptive text, buttons, and links. 

Lead Generation

Credit: wordstream.com

Filling out forms on mobile can be difficult at times. Some people can’t be bothered to do it.

Facebook helped to streamline the process with the introduction of lead ads. They can be used with image, video, or carousel, which allows room for creativity. 

When somebody taps on your ad, a form pops up with their information pre-filled. In just a few taps, you can capture their contact information in exchange for the value promised in the ad. 

Since lead ads do most of the work when it comes to filling out the contact form, people are more likely to complete them. 

You can even sync your lead ads with a supported CRM so your sales team can follow up with them as soon as they come in. 

Offers - Types of Facebook Ads

Credit: Facebook Blueprint

Offers are special deals that you can share with your customers on Facebook. You can also use them to attract new ones as well. 

You can design your offer to appear as an image, video, or carousel. To redeem your offer, you can either direct customers to go online, in-store, or both. 

If someone were to save your offer, they will get reminder notifications to use it before it expires. 

Post Engagement

When people see a lot of reactions and comments on a Facebook post, it acts as a form of social proof. If they see your post in their news feed, there’s a greater likelihood that they’ll stop and see what it’s about. 

You can use an existing post on your Page as a Post Engagement ad or create one from scratch. 

When you use an existing post as an ad, it is sometimes referred to as “boosting” a post. This helps to increase its reach and puts your content in front of people who are likely to do business with you. 

There are 9 types of engagement that falls under Post Engagement: 

3-Second Video Plays

Post Reactions (Like, Love, Sad, etc.)

Post Shares

Link Clicks

Post Saves

Photo Views

Post Comments

Question Follows

Question Answers

Event Responses

Credit: Vici Media

Event response ads are specially designed to increase awareness of your event and generate responses. Your event ad can be in the form of a video or image. 

In order to create an event response ad, you’ll need to create an event first. You must also be a Page Admin or Editor and a co-host of the event you want to promote. 

If your goal is to sell more tickets, then you should use either the Traffic or Conversions objective. Creating an event ad using one of these objectives will show a “Get Tickets” button to people who see your ad.

On the other hand, if you want more responses to your event, then use the Engagement objective. Creating event ads with this objective will show an “Interested” button to people who see your ad. 

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Page Likes - Types of Facebook Ads

Page likes ads are used to drive users to like your page. Your ad can be in the form of a video or an image that’s masked to a ratio of 1.91:1. 

We’ll talk more about aspect ratios in another post. 

Page likes used to hold a lot of value back in the day, but have since been de-emphasized due to multiple News Feed algorithm updates. 

However, a Facebook Page with a lot of likes does act as a form of social proof.

Dynamic Ad

Dynamic ads automatically promotes products to people who have expressed interest in your business either on your website, in your app, or elsewhere on the internet. 

You can create dynamic ads using single image, carousel, or collection ad format. Instead of creating individual ads, you create an ad template that automatically uses images and details from your catalog. 

Before you can create a dynamic ad, there are a few things you need to setup.

You’ll have to:

Create a catalog

Install the Facebook pixel

Connect your pixel to the catalog. 

Create a Catalog

Your catalog contains product information for all the items you’d like to advertise. Within the catalog, you can create product sets to control which types of items appear in your ads. 

Install The Facebook Pixel

The pixel is a piece of code that you add to your website. It allows you to understand the actions that people take on your website. To run dynamic ads, your pixel code must include certain events such as “ViewContent”, “AddToCart”, and “Purchase”.

Connect Your Pixel To The Catalog

This connection allows you to show items from your catalog to people who previously searched for or interacted with those items. 

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12 Types of Facebook Ads - https://youtu.be/VPK-oeYdb6A