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How to Update Your Facebook Ad Strategy for 2020

February 19, 2020

Since it was first launched in 2008, Facebook has gained almost 2.5 billion users!

So, if you want to invest in a Facebook advertising strategy, you're in good company. That's because your ad will be displayed in front of billions of potential buyers!

Are you still using last year's ad strategies on Facebook?

In case you didn't know, advertising trends change quickly. Don't miss this complete Facebook ad strategy guide for 2020!

Facebook Ads 2020: Updating Different Ads

If you're thinking about running a successful Facebook ad strategy, then we've got your back. First of all, you should know that there are different styles of Facebook ads. For example, the most popular ads styles include:

  • Image ads
  • Video ads
  • Video poll ads

Check this out. When it comes to image ads, these chic displays are a wonderful way to get a head start in the world of Facebook marketing. The best part is that it only takes a few simple clicks to create one too.

All that you have to do is boost an already existing post with a picture of your company's Facebook page. Although these ads are deceptively simple, they don't have to be straight-up boring.

For instance, socks might be a pretty snooze-worthy product. However, the brand Happy Socks put them into surprising contexts to make creative and inventive Facebook image ads.

In addition, video ads are popularly run in the Stories and News Feed sections of Facebook. Otherwise, they may pop up as "in-stream ads" in long-form Facebook video content. What makes video ads so special is that they can show your product or your team in action.

Plus, you don't even need picture-perfect video footage to make a video ad. Instead, you can create an exciting GIF graphic to keep the customer's attention on your product.

As for video poll ads, these only work via Facebook's mobile app. However, they still encourage users to interact with your brand via exclusive video polling. Even though they're the newest forms of Facebook paid ads, they have already proven that they can improve brand awareness way better than video ads.

Now that we've got that covered, it's time for you to decide what kind of advertising shows you will work best for your brand!

Setting Up Facebook Ad Strategies

We're not going to lie: social media marketing is hard. But here's the catch. For those who have already created a Facebook business account, setting up a Business Manager or Facebook Ads Manager Account is easy.

If you haven't created a Facebook business page yet, then this should be your first step. In this case, we'll teach you how to use the Ads Manager function. For starters, you'll need to choose an objective for your brand.

When you're ready, log into Facebook and select the Ads Manager option. Next, click on the Campaigns button. After that, select Create to begin your new Facebook advertising campaign.

Here are a few helpful rules to guide you through this stage of your Facebook ad creation. Facebook will present 11 objectives for you to choose from for your campaign, including:

  • Brand awareness
  • Reach
  • Traffic
  • Engagement
  • App installs
  • Video views
  • Lead generation
  • Messages
  • Conversions
  • Catalog sales
  • Store traffic

Once you've found the perfect campaign objective for you, you've got to figure out your business goals. While some conversion-oriented goals make you pay-per-action, others will allow you to pay-per-impression. This includes things like views and traffic that will boost your brand exposure.

Naming your campaign is the next step. To do so, click on your name next to the Facebook ad campaign of your choice. At this point, you'll have to choose between setting up an A/B split test and turning on budget optimization.

Although this can be very useful if you're selecting various ad sets, there's no harm in leaving these options off for now. If you choose the Engagements objective, then you will also have to decide between things like:

  • Post engagement
  • Page likes
  • Event responses

The rest is easy. Just press the "Set Up Ad Account" to begin your campaign!

How to Find Your Target Audience

Before you can publish an ad on your Facebook page, you've got to nail down your target audience first. To do this, select your specific Facebook ad campaign at the top of the screen. You can scroll down to begin building a target audience for your ad campaign.

The first choice is to choose a customized target audience of consumers. This can include anyone has already interacted with your Facebook business, whether offline or online. Now, feel free to select from the following choices:

  • Target location
  • Target age
  • Target gender
  • Target language

When you've made your selection, look at the indicator that shows your audience size on the right side of your screen. For the uninitiated, this will show you what the reach for your ad campaign is.

Besides this, your screen will show you the number of likes your Facebook page has gained over time. Nonetheless, keep in mind that these statistics will be much more accurate if you've run a Facebook ad campaign before.

Want to go with the detailed targeting option?

If yes, you can choose your audience based on behaviors, interests, and demographics.

On the other hand, targeting people who have previously connected with you is another great choice. But if you want to reach a new target audience, you can easily click on the Exclude People Who Like Your Page button.

For now, promoting a new product or offer to the existing consumers is as simple as selecting the People Who Like Your Page option. Choosing to target friends of previous consumers is a common practice too!

Placing Your Facebook Ad & Setting a Budget

Okay, so you've hammered down your target audience for your ad campaign. Now, it looks like you're ready to place your Facebook ads and set a budget. Not to mention that you have to select a solid schedule that you can stick to.

To get started, go to the part of the screen where your ad will be displayed. If you're a newbie to the Facebook marketing scene, we highly recommend that you choose the Automatic Placements option. Once you select this choice, Facebook will place your advertisement across:

  • Facebook
  • Instagram
  • Messenger
  • The Audience Network

If you're an experienced Facebook advertiser, you can select to have your ads displayed on desktops, mobile devices, or both. On top of that, you can choose to place your ad on Facebook Stories, Feeds, and in-stream videos.

But wait - there's more. Not only can you place your ad in articles, but you can also place it on sites and apps outside of Facebook as well. The final choice is deciding between different mobile devices like Android and iOS operating systems.

Here comes the fun part: deciding how much cash you actually want to spend on your Facebook marketing campaign. Whether you select a lifetime budget or a daily budget, the goal is to set start and end dates that work best for you. Plus, you can decide if you'd like to make your ad live immediately or schedule it for some time in the future.

This is a good time to consider optional costs, bid controls, and other fine details about your campaign. If you want to get even more detailed, feel free to set advanced options for your budget online.

We can't emphasize this enough: streaming your Facebook ad on a paid schedule could be a pretty bad way to blow your budget!

Creating Flawless Facebook Ads

If you want to create your own flawless Facebook ads, your search is over. As we mentioned above, avoid placing your ad on a schedule at all costs. That's because it will only be seen when your audience is on Facebook.

Besides, this option is limited to those who choose to put down a lifetime budget on their Facebook ads. When you feel ready to move onto the next step, take another look at your audience size indicator. If you feel satisfied, then you're ready to select the most ideal format for your ad.

Enter the media and text components for your advertisement. Remember that the format for your ad will shift based on the objectives that you chose at the start. Select the preview tool at the bottom of your screen to be sure that your advertisement looks good enough for potential placements such as:

  • Mobile
  • Desktop newsfeed
  • Right column

After you click on the confirm button, your order will be submitted. All that you have to do is sit back and wait for a Facebook email that will let you know that your ad has been officially approved.

For those of you who are having a hard time getting your videos and images Facebook ad-ready, you have to pay attention to the ad specs to get it right. To make the best Facebook ad possible, you'll have to stick to the character counts that it recommends. If not, your text will be prematurely cut off.

It's also important to know what types of Facebook ads work well with the campaign objectives that you chose above.

For example, image ads require headlines that contain 25 characters. Meanwhile,  your link description is allowed to be 30 characters long. On the flip side, your body text can be up 125 characters!

Interesting Ideas for Facebook Ads

Since you already know how to create a dynamic Facebook ad, let's finish up with a couple of interesting ideas for your campaign. As we've discussed, you should play around with different target audiences for your brand. If you're feeling intimidated, have no fear.

Begin with a small audience and slowly broaden it by building on one category every few weeks. For instance, you could start by specifically targeted people interested in Napa Valley wine tours. However, your target audience could totally transform within the next several months.

This can be done by narrowing your audience down to consumers looking for food and wine or wine tasting instead. The goal is to see how your results are affected by expanding your targeted audience.

Want to take your Facebook ad strategy up a notch?

If yes, you can experiment with creating different advertisements for different business objectives. One example is to talk to existing consumers about your brand in a way that is user-friendly enough for non-consumers to understand. You can always offer discounts for returning clients too.

Those who run local businesses can target audiences by postal code or ZIP Code. This is particularly useful if you know of a select neighborhood or city with great conversion rates. Another word of advice is to get extremely familiar with using the Facebook pixel function.

Believe it or not, mastering Facebook pixel can either make or break your online marketing campaign. After you've placed this code on your webpage, it will let you:

  • Track customer conversion rates
  • Remarket to clients who have looked up products on your page
  • Create look-alike target audiences

Even people who are new to the techie world should install Facebook pixel on the devices right away. That way, remarketing and tracking your consumer data will be a breeze!

Tighten up Your Facebook Ad Strategy Today

Want to learn how to tighten up your Facebook ad strategy?

Luckily enough, we've taken care of the whole research thing for you. From updating different kinds of Facebook ads to creating flawless ad campaigns, we've got everything you need to know to get started.

With our strategic guide, you'll learn how to improve brand awareness, reach, and traffic like a pro. Tracking customer engagement, app installs, and video views will be a no-brainer as well.

Curious about how to make your Facebook ad campaigns stand out?

Join the club. Using our tried-and-true Facebook ad strategies, we will show you how to bring your fave strategy to life. But ultimately, the success of your campaign is up to you!

Need a hand in the Facebook marketing department? Get in touch with us to start a project right now!

Aaron Pearson
Managing Director

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