A Guide For Advertising On Meta

A Guide For Advertising On Meta

Meta’s Family of Apps (FoA) includes social media giants like Facebook, Instagram, WhatsApp, Messenger, and more. With such big names in play, Meta advertising has managed to generate revenue to the tune of $113.6 billion in 2022 alone.

As the company gears up to introduce wider advertising opportunities, marketers should gain familiarity with the Metaverse to stay ahead of the curve.

Here is a comprehensive guide to meet this requirement.

Types Of Meta Ads

The unification of Facebook, Instagram, etc., has standardised Meta advertising. As such, you will see the following types of Meta ads across the FoA.

#1 Image Ads

These are the most common types of Meta ads for promoting brands, products, or services. They contain a single image paired with a compelling headline and ad copy to captivate the viewer’s attention. Use such static ads to generate awareness, attract organic traffic, capture leads, increase engagement, and promote apps or sales.

#2 Video Ads

Videos have become instrumental in Meta advertising. You can publish engaging product demo videos or highlight key service features – they are extremely versatile. Moreover, they can run in Facebook News Feeds, Facebook Videos, or Instagram Reels and other Meta placements.

#3 Story Ads

Story ads are full screen ads in image or video formats that show up between users’ stories. When done right, they can carry a native look and feel, which means that it is hard to distinguish Story ads and promotions from average user stories on the social platform. It also helps that you can use regular Story features like links, filters, GIFs, text, and stickers to hit a home run.

#4 Carousel Ads

Meta advertising’s carousel ads are a series of images or videos within a single ad unit. These swipeable ads can display a product collection, recommend related products, or tell a multi-part story. You can set up dedicated CTAs or links for each tile or stick to a constant.

#5 Shoppable Ads

As the name suggests, these interactive image or video ads contain product links for the items on display. Clicking on the link offers additional details or adds the item to the cart. Do note that unlike carousel ads, which redirect to brand websites, shoppable ads allow users to purchase directly from Facebook or Instagram, transforming the platform into a marketplace.

#6 Collection Ads

Collection ads are the latest in Meta advertising. They are a combination of carousel and shoppable ads, with brands showcasing an entire collection and making individual items or product bundles shoppable. Buyers can also browse through the brand’s Facebook or Instagram store and purchase additional items.

How To Publish Ads On Facebook And Instagram?

Meta advertising is immensely convenient, thanks to the Ads Manager. Here’s a step-by-step guide to publishing an ad on Facebook and Instagram:

  1. Start by linking your brand’s Facebook and Instagram accounts. Then create an Ads Manager account with the linked account.
  2. On the Ads Manager dashboard, click on “+ Create.” 
  3. You now have the option to choose from six campaign objectives that span awareness to sales. Choosing the right objective for your goal is key.
  4. Although optional, give a unique name to the campaign and ad assets, especially if you plan to run multiple campaigns.
  5. Fill in ad set information such as ad categories, spending limits, A/B tests, campaign budget, daily budget, audience details (age, location, gender, etc.), ad placement etc. Ensure your Meta pixel and/or MMP mobile tracking is set up properly to collect valuable events from your campaign.
  6. Configure the ad type, creatives, language, and tracking parameters. Upload attractive creatives and copies for your ad. You can also see the ad preview on this page.
  7. When everything is in order, click on publish. Your ad will go live once approved.

Tips And Tricks For Meta Advertising

From the above, it is evident that Meta advertising is fairly straightforward. Here are a few tips and tricks to maximise your ad spends:

#1 Focus On Quality

Use high-quality images and videos to captivate your audiences. Don’t cut corners with the creatives. At the same time, maintain brand consistency to stay recognisable and memorable to improve recall.

#2 Push The Value Proposition

While attractive visuals can capture attention, value helps retain it. Front-loading value makes the ad less annoying and more meaningful. Aim for value discovery within 3 seconds for optimum results.

#3 Design For Mobile

Nearly 4 billion users access social media through mobile devices. As such, marketers must create mobile-first ads. This means vertical ads with aspect ratios of 9:16 (rectangle) or 1:1 (square).

#4 Create An Immersive Experience

Sure, businesses would like to use trending audio while posting an Instagram Reels ad. However, 7 out of 10 social media users scroll with the sound off. This means that your video ads should rely on something more than just audio or video to captivate the audience. In short, design ads with a blend of engaging elements, from voiceovers to text overlay and more.

#5 Diversify

Whether it is the ad types or the platform, curate a strategically diverse campaign that allows you to maximise returns. Perform routine A/B testing to identify the ads that perform better.

Key Takeaways

Meta advertising unlocks a world of possibilities to connect with a wider audience. Whether you’re looking to create awareness or close a deal or even retarget a loyal customer, platforms like Facebook and Instagram can help across all the stages of the sales funnel. They also lend a human touch to the campaign and make brands accessible.

For best results, you will have to know about the different ad types and learn how to navigate the Ads Manager. We have also shared a few tips and tricks to increase the efficacy of your campaigns to maximise your marketing investment.

Working With M&C Saatchi Performance

As a leading global performance marketing agency since 2006, M&C Saatchi Performance has witnessed the growth and evolution of platforms like Facebook and Instagram as advertising hubs. Such insights position us favourably for serving our clients.

We understand your specific requirements for Meta advertising and take these objectives and expectations into account while developing personalised strategies. Contact our experts to know how our paid social advertising services can help.