A Getting Started Guide to Facebook Product Ads

From first time ad placements to advanced data metrics, here's everything you need to know about Facebook product ads in 10 minutes.

Running Facebook Product Ads on the world’s most extensive social network happens to be an essential medium. Doing so, helps you connect with your audience on a daily basis.

According to Statista, we’re talking 2.9 billion monthly active users.

Heck, that sure is a monumental figure. But managing Facebook Product ads is all about getting your message in front of exactly the right people –People who actually want your products or services.

In this guide, we’ll walk you through everything you need to know, from planning your Facebook product ads to developing some of the pro-level marketing strategies.

1. Image Ads

These ads are a great way to get started with Facebook paid advertising. With just a few clicks, you boost an existing post with an image from your Facebook page.

These may be straightforward, but they don’t necessarily have to be all boring. For example, domain names may seem a pretty boring product, but we have the Canadian Internet Registration Authority who created some fun and creative Facebook photo ads.

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2. Video Ads

Video ads whisk through the News Feed and Stories, or they emerge in the in-stream ads in longer Facebook videos. They present your product or your team in action.

For instance, we have this quick video ad from Abeego.

And just like image ads, they can take an innovative approach too, like this one from Tru Earth:

Secondly, they don’t always have to be video footage. You have the liberty to use GIFs or some other sort of animation to grab attention and explain your offer. Let’s take a look at this IKKEA ad for better clarity.

3. Poll Ads

This mobile-only ad configuration consolidates an interactive component by introducing a two-option poll to a video or an image ad. A separate link can be added for each poll option.

Those who respond will see a percentage of answers for each poll option.

4. Carousel Ads

This ad format uses 10 images or videos to display your service or product.

You can avail this setup to highlight various pros of a product, multiple products, or combine all the photos to create a single large panorama image.

Each image or video can have its own link. In the example below, every “Shop Now” button takes the end-user directly to the sales page for the product.

5. Slideshow Ads

Slideshow ads offer a painless approach to creating short video ads from various still photos, video clips, or text.

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They have a conspicuous gesture, just like videos but use 5 times fewer data. Meaning they load up quickly for people with snail-speed internet.

You have the freedom to create your ads, add text and music just the way you prefer within Ads Manager.

6. Collection Ads

These paid ads, offered only for mobile devices, allow marketers to advertise five images or videos which customers can click to buy a service or product.

Collection ads pair perfectly with Instant experiences and allow customers to buy products without ever leaving the platform –Facebook. It makes online shopping a breeze when people are short on time.

The “in-the-spotlight” video or photo can do much more than display a single product. For example, in the Lee Valley Tools ads, the main video demonstrates selecting the right seeds for the garden. And the images below all aim towards supplies for planting and saving seeds.

7. Lead Ads

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Just like collection ads, these are restricted to mobile devices. The reason is; to make it feasible for people to send in their contact info without a lot of typing.

Lead Ads come in handy when collecting newsletter subscriptions, signing customers up for product trials, or allowing customers to ask for more information from the advertiser.

Several automakers have profitably used them to encourage test drives.

8. Dynamic Ads

With the help of Dynamic Ads, marketers can promote products to customers who are most likely interested in them.

For example, someone visited your website and put a product in their shopping cart, but that someone took a U-turn and abandoned the purchase. With dynamic ads, you advertise that same product in their Facebook feed, luring that someone into completing the purchase.

This can also be an effective Facebook product ads strategy.

However, it’s not just limited to product selection. By looking at Taiwanese Beverage Brand “Nature Fruit,” they used dynamic ads to control language settings for its ads when it reached out to Malaysia. Enabling them to lower the cost by 25% per add-to-cart.

From a beginner’s point of view, we think we’ve covered enough of the Facebook ad types, and now it’s time to move on to the next-in-line topic.

7 Steps For Advertising on Facebook?

Assuming that you already have a Facebook Business Page (and you should), you can head to the Facebook Ads Manager or Business Manager to launch your ad campaign.

We’ll be following the steps for Ads Manager, but if you’re one of those stubborn sellers and prefer sticking to the Business manager portal, we have a separate guide to get you through.

Step 1: Choose An Objective

Start by logging in to the Facebook Ads Manager, selecting the campaigns tab, and clicking create to get started with a new Facebook Ad Campaign.

Select a campaign objective that aligns with your goals. Remember that for objectives like Sales (conversion-oriented), you can pay per action. And for traffic and views objective (exposure-oriented).

Here, we’ll be going with the engagements objective. We need to mention the type of engagement; we’ll select Page Likes.

Step 2: Name Your Facebook Product Ads Campaign

Now is the time to make it official; Name your Facebook ad Campaign and define whether or not it falls under any special categories like credits or politics.

Setting up the A/B test is your call. You can select different versions to run against this ad after it goes live to better understand which strategies give you the best results.

Scoot down a little, and you’ll see the budget optimization option. This can be convenient if using multiple ad sets.

Step 3: Choose a Budget & Schedule

At the top, you’ll name the ad set and select which page to promote on this screen.

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Next, you’ll decide how much money you want to throw in on your Facebook Ad Campaign. You have the option to select a daily or a lifetime budget. Specify start and end dates, or choose to make it live straight away.

A word of advice here. When running Facebook paid ads, setting a schedule always turns out to be a practical approach towards managing your budget since you get to run your ad when the target audience is most likely to be active on Facebook.

One more thing: the schedule thingy only comes with the lifetime budget option.

Step 4: Target Niche Relevant Audience

Scroll down, and you’ll come across the option to start building the target audience for your ads.

The first option you’ll encounter is to add a custom audience of people who have already interacted with your business. For Facebook custom audiences, we have a separate guide here we’ll concentrate on targeting options.

Start by choosing target location, gender, age, and language. As you go on with the choices, keep an eye out on the audience size indicator on the right; it predicts an ad’s potential reach.

You’ll be looking at the estimated number of page likes. These will be accurate if you have run campaigns in the past.

Step 5: Select Your Facebook Ad Placements

Scroll down and you’ll be given the options for ads placements.

The best option to go for is the Automatic Placements if you’re new. As the name suggests, with this option, Facebook automatically scrambles your ads across itself, Instagram, Messenger, and other platforms where they are expected to get good results.

If you’re a seasoned advertiser, you may wish to choose the ads placements in specific locations.

Step 6: Define Brand Safety & Cost Controls

Now comes the Brand safety section. Here you can exclude any content that would be inappropriate to show up with your ad.

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For instance, you can select to ward off sensitive content and include specific blocklists. These lists can exclude certain websites, publishers, and videos.

Finally, you can develop an ad bidding strategy and bidding type and introduce optional bid control. If you’re new, go with the default settings.

If you’re an experienced marketer, customize the options according to your budget and campaign goals.

Once satisfied with your preference, click Next.

Step 7: Create Your Ad

Select the ad configuration and input the text and media components for the ad. The options will vary, relying on the campaign objective selected right at the start. After this, there’ll be no more steps.

You can show your creative side here. If working with photos, try clicking Turn into Video, or Create Slideshow to assemble a slideshow ad with the built-in video creation kit.

General Intake On Facebook Product Ads' Cost

It’s time to look into the cost of these ads.

The cost to advertise on Facebook depends on various factors, these are according to in-depth research by AdEspresso:

  • Timing: The month, day, and hour can alter the ad cost.
  • Bidding Strategy: Depends on whether you go with the lowest or a specific bid cap.
  • Ad Placements: When the competition is tough, so is the cost.
  • Ad Relevance: Ad relevancy score affects the cost as well.
  • Target Audience: Greater competition audience costs more.

3 Tips To Curate Your Facebook Adverts

Following are some tips that will prove worthy in running your next Facebook Products ad strategy.

  • When you observe that the best performing ad sets are no longer keeping up to expectations, clone them and restart. This way, you’ll possibly get a good ROI again.
  • Start with a slightly higher budget. Not that Facebook will take all of your daily budgets initially, but you won’t have to worry about adjusting it if the ad set works.
  • Before taking down your ad set, try replacing the ad’s image you’re using. Change the image, wait a few days, and then conclude. Experts say that mostly it boils down to Banner Blindness which causes low ROI.

Summing It All Up

There you have it.

Congratulations! You have just made it to the other end of the Facebook Products ad strategy guide. Now that you’re aware of all the Facebook advertising tactics for beginners, you’re ready to start melting faces –promote your eCommerce products.

Moreover, you should also be comfortable surveying your campaign performance by reviewing various performance metrics. For example, CTA rates, CPC, and breakdowns, which in return will lead to better marketing decisions.

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