The ABC of concepts to master important Facebook Ads terms
Facebook Ads is and advertising network or advertising support to advertise our products or services.
Within the type of ads that are launched on Facebook is a Display Network, meaning that the ads are shown to people who are surfing on Facebook. That is why the CTR is lower than in Google and specifically Search campaigns because people are not looking for them.
Which sectors advertise well on Facebook?
Local businesses, infoproducts and physical products and e-commerce.
How does the Facebook algorithm work?
Try to show the user what suits him/her best. The algorithm interprets what you like the most and shows it to you. The same thing happens with ads.
There are 3 factors that influence a lot:
User experience: As Facebook wants to retain users, Facebook promotes those ads that the ser will like. How does it detect if our ad will work well? Well, if it has positive comments, if it gets positive emoticons. Otherwise, if people start to mark your ad as irrelevant, your ad will stop being shown drastically. This is called the quality of the ad.
Conversion: Facebook shows those ads whose funnel work best. The one that converts the most. Facebook interprets that if the advertiser has the web and the funnel well set up and the advertiser sells a lot, this advertiser will continue to invest more. Therefore, it prioritizes them.
Creativity and Quality: Ads that users like and that retain the user are prioritized by FB.
Some relevant concepts
Personal account: All personal accounts have an associated email and password.
Fanpage or pages: There are different models although it does not have too much impact on the campaigns. This kind of pages have to be associated to a personal account. From a fanpage you can invite another person to help you manage this page. To do this you have to be a friend.
Ad manager: Once you have created a fanpage, FB creates a personal advertising account for you. This way you can dedicate budget to advertising by simply clicking on the “Promote” button and entering your credit card information. However, this way of working is unprofessional and can cause you problems when trying to transfer you campaign to an Ad Manager in the Business Manager.
Business Manager: This is the key tool for every advertiser. It is a tool that Facebook gives you to manage all your assets within Facebook. Within a Business Manager you can have as many pages and as many add managers (as long as they have previous spending).
Examples to better understand Facebook Ads
Let’s see casuistry: If I have a personal account associated with a business account (fanpage), the professional way to set up a campaign is:
- To become a fanpage administrator
- Have an ad manager
- Add personal account or partners in the Business Manager
- For more info, check Facebook’s instructions
Another casuistry: If you are Ads Manager (advertiser) and you want to have a Business Manager and you want to add ad accounts and pages of all you client, you add yourself in the partners partners part, and you give yourself access to the permissions you need to manage their campaigns.
Facebook policies
Facebook policies are the laws set by the platform so that “you don’t go over the line”. Neither cryptocurrency, nor products related to housing or money can be advertised or at least not asking permission first.
There are formats that you also cannot use: “before and after” or make exaggerated promises like “you will lose 20 kilos with these pills” (creating false expectations). Facebook considers it misleading advertising and set stricter rules than TV or other platforms or channels.
