What is Facebook Ads? 6 Things to know about Facebook Ads

What is Facebook Ads or  Facebook Ads ?

Why use Facebook Ads? Who should use this tool? How to target  Facebook Ads ?

Is this what you are wondering? Let me solve these questions through the article below.

What is Facebook Ads?

Facebook Ads (short for Facebook Advertising) is an advertising service of Facebook. This is a form of paid advertising to display promotions, offers or products to potential customers on Facebook and other social networks associated with Facebook.

Wait, so that means you can advertise on Facebook?

If that’s your reaction after hearing the definition of Facebook Ads, then you seem to be a bit behind the “many” era. But don’t worry, I’m here to help.

How to recognize Facebook Ads

Because Facebook receives a lot of data from its users (all of whom voluntarily enter information about age, gender, location, and interests). So they know who these people are and what they like.

Quang Cao Facebook Ads
<span>How to recognize Facebook Ads</span>

Because of the above, Facebook understands their customers very well. They can therefore “serve” target ads. Include items that users are likely to buy.

Sometimes products can also be websites that users might be interested in or events they might want to attend.

Specific examples like:

I recently joined a Facebook Group called Udemy (an online course).

So Facebook quickly collected this data and determined that I was interested in courses related to games. Soon after, they started showing these kinds of ads on Facebook prompting me to sign up for a course on video game design.

There will be many people thinking “You have joined Group Udemy, this is just a post from them. How can you be sure this is an advertisement?”

Exactly! So how do you know it’s an ad?

There are a few features that every Facebook ad has. And it is these features that reveal its advertising nature.

Because Facebook is linked with Instagram, once you use  FB Ads , you can also use the account linking feature and run ads on Instagram. A double job, right?

Types of Facebook Ads

The ad formats on Facebook depend on the user’s advertising objective and the type of ad the runner intends to apply.

1. Targeted advertising

Targets can influence the location (Facebook, Instagram, Messenger….) where Facebook ads can appear.

There are 3 types of Facebook ads by targeting:

  • Awareness:  Targeting is the top of the sales funnel. This ad builds awareness and top interest in your goods or services by increasing:
    • Brand Awareness – Encourage discovery of your brand
    • Local Awareness – Encourage discovery of your local business. (limited targeting options, targeting based on proximity to business)
    • Reach – Show your ad to the maximum number of people possible. (limited)
  • Consideration:  This type of ad gets people to start thinking about your business, product, or service. And find more information about it, visible through the increased advertising objectives:
    • Traffic – leads people to a page on your website
    • Engagement – ​​Drive engagement with your business
    • Page Likes – Increase Facebook page likes
    • Post Engagemen – Increase engagement with a specific post
    • Offer Claims – Get people to claim an offer
    • Event Responses – Get people to attend an event
    • App Installs – Create App Installs
    • Video Views – Generate views on videos
    • Lead Generation – Acquire new leads through a lead form that Facebook users can fill out right on the platform
    • Messenger Ads – Send ads to people right into their Facebook Messenger account.
  • Conversion: This ad converts. Encourage people to take a specific action or buy your product or service. Include boost advertising objectives:
    • Conversion – Drive action on your website
    • Product Catalog Sales – Drive Sales
    • Store Visits (Limited Availability) – Traffic to the store

2. Ads by category

1. Pictures

You should use the image of the product or brand you want to advertise. The full list of supported image formats includes:

  • JPEG
  • JPG
  • PNG
  • PSD
  • TIF
  • TIFF
  • WBMP
  • WEBP
  • XBM
  • BMP
  • WALK
  • GIF
  • HEIC
  • HEIF
  • IFF
  • JFIF
  • JP2
  • JPE

However, Facebook recommends image file ratio 1.91:1 to 4:5. There is only 20% text in the image and is saved as jpg or png.

2. Videos

Add more moving images in the ad to make it more eye-catching in News Feed.

3. Slideshow

Slideshows combine images or video, text, and audio. Can include 3-10 photos or a video in a slideshow ad.

4. Carousel (Carousel Ads)

Carousel ads show up to 10 photos or videos in a single ad. Each ad has its own link..

5. Instant Experience

An instant experience opens when a viewer taps on their mobile ad. Creating an experience like the one above highlights the advertised brand, product or service.

6. Collection

The collection format includes multiple products and opens as an instant experience when someone interacts with it. Customers can explore and browse products purchased from their phones in an intuitive way.

How do Facebook Ads work?

Facebook ads target users based on location, age, demographics, and personal information.

The audience will be selected by you through manipulations in the ad settings. Once you’ve created your ad, you can set a budget and bid per customer click (CPC- cost per click) or per thousand impressions.

The most important thing in Facebook advertising is targeting – ad targeting.

You will need to fill in:

  • Location (Location)
  • Age – Gender (age and gender)
  • Interests (hobbies)
  • Broad Categories – you can choose what activities or interests your customers usually have.

Facebook Ads will then use this information to find potential customers for you and show them your ad.

Who should advertise on Facebook?

An implicit rule that you need to know is to always check for new marketing channels (especially famous channels, where demand exceeds supply and increases prices). You need to consider if your company is a good fit for that marketing network before you start working.

Facebook is no exception, there are quite a few businesses that have failed to run ads on Facebook because they are not suitable. Be careful not to turn yourself into one of them!

You should know that Facebook ads are more about display than search. It was created to create need, not to satisfy, because users go to Facebook to connect with friends, not find products to buy.

1.  Low-Frction Conversions – Low Engagement Conversions

Businesses that have been successful with Facebook ads often use a strategy: ask users to sign up – don’t force buy. Also known as Low-friction conversion requirements.

Do you feel like you don’t quite understand? So see the following example:

There is a customer who visits your website but doesn’t come to buy the item. Did he just suddenly want to visit or simply accidentally clicked on the ad. If you are texting this customer and telling him to buy from you to increase ROI, you are making a mistake.

When customers have just entered the store you have asked them to buy goods, customers will certainly feel uncomfortable.

Give them time to visit the store, then you advise them further to choose. Or you can also recommend offers to them, letting customers know that you are here to provide information when they need it.

Facebook users are similar, they are very fickle and are more likely to leave the web to return to Facebook if you suddenly ask them to make a purchase.

So just ask for simple conversions like signing up for an account, signing up for newsletters, filling out a form or submitting an email address (should include incentives). You can then use the collected information for marketing.

Daily deals sites like Groupop, AppSumo, and Fab are good examples of businesses running successful Facebook ads.

When you click on the ad, they only ask for your email address, no solicitation, no harassment. They will then send marketing and promotional information via email to you for sales.

2.  Business model

The most relevant business model on Facebook is to make money in the long run. You should earn from users over time, not at a single point in time.

Customers may have provided email, but you still need to build trust before they make a purchase.

You should also not expect large orders, small orders but long-term is what you should aim for. To achieve this you need to devote a lot of time and effort to customer care and marketing.

Top 5 reasons to use Facebook ads

1. Facebook ads are highly effective

In 2004, no one could have predicted that Facebook would become such a giant.

With more than 2.2 billion people active on this social network monthly and nearly 1.5 billion people active daily, Facebook has now become a part of many people’s lives.

This trend is difficult to change when so many people are familiar with Facebook.

This social network is considered one of the leading online advertising channels. Figures show that the amount of money pouring into digital accounts for 51% of all advertising in the US. In a survey by Kleiner Perkins, 78% of US consumers say they have discovered products they buy on Facebook.

Facebook will continue to be an effective advertising platform and the best way for you to connect with consumers. FB’s profits increased at a very fast rate and showed no sign of stopping from 2009 to 2018. Surely in the future it will continue to grow.

2. The setup process is simple and gives fast results.

Setting up a campaign on Facebook doesn’t take much time and can yield desirable results. It is a fact that digital ads generate good ROI, especially for the right campaigns and products. For that reason, many small stores to small businesses and large corporations run Facebook ads.

Anyone can sign up/login to Facebook, set up a Business Facebook account, set a payment method and publish a campaign within minutes. You can also test your campaigns to find the least expensive method through tools like AdEspresso.

Because the customer base on Facebook is very large, and Facebook ads have a very effective way of targeting customers (by keywords of interests, age, gender, ..), the results returned to you will also be very fast. The CPC payment method also helps you a lot, because you have to have customers to click on your ads before you need to pay.

3. You can reach potential customers

We all know how many people visit Facebook every day. So it’s not surprising that this is a great place to reach customers.

Facebook offers many ways to reach specific groups of people based on the behaviors they take on your website or facebook fan page. The things they like, view, comment on, age, gender, location and many more things about these customers. You can create an extremely detailed model of your target audience to achieve high ROI using  Facebook Ads .

In a 2017 study, up to 57% of consumers said that social media influences their shopping. 44% of these 57% consider Facebook to be the most influential social network.

With many integrated targeting features (targeting, audience) for advertisers with its inherent great influence. Facebook has proven itself to be the perfect communication channel to reach potential customers.

 4. Highly Customizable Facebook Ads Campaigns 

FB Ads can give you a better experience in the advertising process. In contrast to other digital giants like Google, you have more options when building ads than when using Facebook ads: customize videos, images, content, events, etc.

There are many things you can do with Facebook ads such as:

  • Create a promotional post about the product with a dynamic, cheerful image to attract young dog owners
  • Or you can create a promotional video about dog products, make it so attractive that U30s want to click
  • Or create an in-depth “Canvas ads” for advanced dog owners. Explain to them in detail the benefits of your company’s dog food product.

First, let’s take a look at Facebook’s campaign objective options:

There are 11 different goals for you to choose from depending on the purpose. You can customize the design of your ads, landing pages and almost every element of your ad campaign even from the technical side like:

  • Target audience – Target audience
  • Bidding – Bidding
  • Delivery optimization

These options make Facebook the most customizable ad network. Allows you to create very different and specific ad experiences.

5. Facebook ads add new features every month

Facebook regularly adds more features and improves the user experience (both advertisers and Facebook users). This is part of the reasons why Facebook has maintained its growth for such a long time.

In 2018, there were many changes on the Facebook platform that have had a positive impact on advertisers.

There are nascent types of Facebook ads, like carousel ads on Instagram Story, or new categories for dynamic ads.

With these new changes, we can expect more from the ad network development from the big Facebook.

The faster you learn to run Facebook ads, the sooner you unlock the potential of social media advertising. The best way to learn is to practice!

How to target Facebook Ads

The biggest mistake most marketers make when using Facebook Ads. That is: No precise targeting.

Facebook ad targeting options are unique. You can target customers by defining:

  • Location – Location
  • Age – Age
  • Gender – Gender
  • Interests – Hobbies
  • Connections – Related connections
  • Relationship Status – Relationship Status
  • Languages ​​– Languages
  • Education – Education
  • Workplaces – Workplaces

Whether each option turns out to be useful depends on the audience you’re targeting.

Most people who run ads will focus on location, age, gender and interests.

1.  Location – location:

This option allows you to target users geographically. You can choose to target close to where you sell your products or go out into the world when you do business online. You can target by country, state, city, county, ..

2.  Age  and  gender  –  Age  and  Gender:

You need to determine what age and gender your current customer is.

Example: If women between the ages of 25 and 44 make up the majority of your audience, start targeting similar groups of users when running Facebook ads. After you have made a profit, you can expand the target more widely.

3.  Interest – Hobbies:

This option can be considered the most important of the options that we have to target. Also because it is so important it is often abused by advertisers.

When you create an ad, you have two options: broad categories or precise interests.

Target by expanded category – Broad Category

Expanded category target is also known as broad target. This is the most basic way of targeting. As the name implies, when you enter interests to target, the number of people in the file will be very large. It’s normal for a file to contain up to 5 million people.

Using this method of targeting often costs more than the results because it has to reach a large number of users. However, if you design good, attractive content, there is a chance of success.

If you use this feature, be sure to separate files according to individual preferences. To easily test the effectiveness of those files. When you compare the relevance of interest keywords, you will choose a more “genuine” customer file to run  Facebook Ads . This results in a better ROI.

For example, if you target “lipstick” and “eyeliner”, two files will appear. From here you check which file will be more suitable and effective then use that file.

It should be noted, not large client files are good. Pay attention to the other numbers as well.

Target by detailed interest – Precise Interest

Target by specific preferences – as the name implies -target by preferences, but detailed.

We can also understand the targeting feature in this Facebook ad targeting according to user information. The information on the profile includes a list of the pages they like, the apps they use and the content they post on the Facebook timeline. You will have to enter the target keywords related to that information.

When targeting this way, Facebook will provide the right number of audiences. With the keyword interest and will show more suggested interests. Once the interest has been determined, Facebook will display the suggested bid.

Instead of targeting broad terms like photography, yoga, etc. Targeting detailed preferences allows you to focus on specific criteria. You will need to research your customers before using this type of target.

For example, research the name or type of magazine your customers read, who they follow on Facebook, Instagram, and what products they usually buy.

Remember, these interests should be the “common ground” of your target audience.

Here is an example when you have entered detailed preferences in the table. The suggested Likes and Interests section is a useful Facebook hobby. If you find it suitable, just click on the box.

This type of targeting will expose less targeted groups. And these groups themselves are also more accurate and quality than broad targeting. As a result, the ROI rate will also be higher.

Pro tip: Add the sign up with Facebook account option to your website. When users link with their Facebook account, you will be able to analyze their preferences. Save the information and use the dominant interests as the target when running Facebook ads.

Tracking performance (Tracking performance)

Facebook no longer offers conversion tracking. Insights does not have information about people who have left the site. So how do we track Facebook ad performance?

You will have to use another analytics program (like Google Analytics) or your own system.

1.  Conversion Tracking – Tracking conversions

As noted above, remember to divide your campaigns by interest groups to track how well each group is performing.

You can track by adding utm campaign and in the URL. And use utm_content to distinguish the ads. You can tag and with Google’s URL builder.

2.  Performance Tracking – Tracking performance

You can track your performance in the Facebook ads interface. Keep an eye on the click-through rate (CTR), which is the most important metric. It is the number of clicks you receive and also the amount you pay for the ad.

Ads with low CTR will be discontinued or become more expensive. Conversely, ads with a high CTR will get more clicks and fit your budget better (lower CPC).

Keep a close eye on the CTR between interest-based ads and others to see which is more relevant.

If your performance is high, don’t get excited. All performance, whether high or low, will degrade over time. Especially when your target audience is small, the faster it will happen. Typically, traffic will start to drop after 3 to 10 days.

When it happens, refresh the ad with images and content by copying the existing ads and changing the images and text.

Note:  Do not edit existing Facebook ads that are running and remove all ads that are not clicking. The next day, you’ll see new ads (you’ve edited your photos and content) starting to accrue impressions and clicks.

You can continue to change your photos every week until these ads stop getting clicked.

Notes when running Facebook Ads

In the process of running Facebook ads, there are many accounts that are flagged or locked for violating the “big man’s” policies. Let’s find out the list of things to keep in mind so that this does not happen:

1. Use words

You need to use words carefully when running ads. Prohibited words usually refer to:

  • Medical – health: Facebook bans words related to – disease name or body organ; patient words; drug name; negative words.
  • Finance – currency: The words that are prohibited when running Facebook Ads are often related to “Borrow”. Words like “loan”, “borrow capital”, “interest rate”, “unsecured loan”, …
  • Related to emotions and spirits: Suicide, suicide, depression, etc.
  • Chemical composition: Articles listing chemical ingredients such as vitamins, collagen, etc. are also in the danger zone
  • Racism and gender discrimination: words like that man, that woman, black, white, ethnic, .. are also listed as prohibited.
  • Vocabulary about job training – office and housing rental
  • Advertisement for surveillance cameras
  • Content that is untrue or misleading: committed content, 100% commitment, …
  • Use sensitive images: Photos showing skin, sensitive parts, ..
  • Using violent images: Gore, violent, offensive images to viewers, etc.
  • Comparative words: The use of images comparing body, status, products, human rights, .. in Facebook ads is prohibited. The type of advertising that builds trust by comparing before and after is also prohibited from being displayed and listed as not recommended.
  • Brand piracy: using words of genuine brands such as Adidas, Gucci, Balenciaga, etc. to advertise fake shops.
  • Other prohibited words such as: tobacco, sensitive parts, weight gain, weight loss, red book, etc.
  • Error 20% of text in the image: The ad contains an image with too much text inside. Images with 20% text will receive the message “Your ad may not be approved because the image contains too much text” from Facebook.

2. In the process of running ads

When running ads, you need to follow the rules of Facebook operators. There are many reasons why you are locked or reported to Facebook as follows:

  • Violation of advertising policy
  • Spam: run multiple ads on one IP address
  • Exploding money or paying advertising fees on time
  • Ad accounts are not reliable due to little activity
  • Abnormal behavior such as frequent switching of ad campaigns, etc.
  • Target is not the right age for customers. For example, 21+ pictorial ads for people under 20.


As you may already know, SEO and Google Adwords are likened to two “weapon” that bring the most effective conversions in the overall marketing plan. But there’s no denying that  Facebook Ads  is an equally great marketing channel. You need to remember the important basics when using this tool: target specific targets, use eye-catching images, low engagement conversions and don’t forget to track everything.

I’m sure after a week or two of learning, you’ll turn Facebook Ads into a useful tool for your business!

Good luck!

Well, if you are a busy person, learning more about Facebook Ads takes you a lot of time, then choosing a package of Facebook advertising services from reputable agencies is a pretty good solution!

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