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Module - 32 - Facebook Marketing - Introduction and Types of Various Ad Formats - Part - 1200526121205055555

This module provides an introduction to Facebook marketing, covering its significance, effectiveness, and various ad formats. It highlights the importance of Facebook as a marketing platform, emphasizing its vast user base and the ease of setting up advertising campaigns. The document also outlines different types of Facebook ads, including link click ads, video ads, carousel ads, and more, to help businesses effectively promote their products and services.
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0% found this document useful (0 votes)
30 views7 pages

Module - 32 - Facebook Marketing - Introduction and Types of Various Ad Formats - Part - 1200526121205055555

This module provides an introduction to Facebook marketing, covering its significance, effectiveness, and various ad formats. It highlights the importance of Facebook as a marketing platform, emphasizing its vast user base and the ease of setting up advertising campaigns. The document also outlines different types of Facebook ads, including link click ads, video ads, carousel ads, and more, to help businesses effectively promote their products and services.
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Module 32: Facebook Marketing: Introduction and Types of

Various Ad Formats

Presenter
Dr. Tejinderpal Singh
Associate Professor
University Business School
Panjab University Chandigarh

Hello everyone, welcome to the last module of this week and name of this Module is Facebook
Marketing: Introduction and Types of Various Ad Formats. As the name suggests, in this module
we are going to lean about basics of Facebook marketing and various types ofad that you use in
face book marketing. Under this module you will specifically learn
What is Facebook marketing?
Why to choose face book for advertising purpose?
What are various Ad Formats in Facebook
In this module, we are going to touch upon very basic concepts of Facebook Marketing . But it
is very important to learn these concepts before we start practical aspect of Facebook Marketing.
SO, let us start our journey by going through very interesting facts of Facebook.
Hello everyone today we are talk about the Facebook marketing
The Facebook was started in 2004 and No one would have thought that Facebook will become so
big in the domain of social media. The Facebook is so big that it has as on June, 2019 2.41
billion monthly active users and 1.59 billion daily active users on it . It is huge!!!.
Primarily, Facebook is a social networking website where users can post, comments, share
photographs and post links to news or other interesting content on the web, chat live, and watch
short-form videos.
Keeping in mind the unique features of Facebook , businesses saw immense potential for
marketing on Facebook to engage with the audience. In 2018 Facebook reported the advertising
revenue of $16.6 billion, which is a 30% increase over the last year . It shows the popularity of
Facebook amongst the digital marketers.
Let me first tell what Facebook marketing is then I will discuss with you but why every business
should give a thought at least once to go for Facebook marketing
What is Facebook marketing?
According to marketing School, ―Facebook marketing refers to creating—and actively using—a
Facebook page or profile as a communications channel to maintain contact with and attract
customers. Facebook actively provides for this, allowing users to create individual profiles or
business pages for companies, organizations, or any group attempting to develop a fan base for a
product, service, or brand‖
In simple words Facebook marketing is to acquire, develop and retain the customers for a longer
period by using various tools offered by Facebook such as creation of fan pages, promoting
your products through ads campaigns , creation of a group of like-minded people and so on .
Now let me discuss few reasons but why Facebook marketing is important for every business.
Facebook Marketing is effective
Many marketers are skeptical about the effectiveness of Facebook ads. They always ask, will
Facebook marketing work for their organization or not. The answer is in the statistics that I am
showing you.
Look here, This is a Revenue report of Facebook (Refer to PPT)
During the last decade , Facebook has recorded a steady increase of advertising revenue year
over year. The reason is Facebook ads work. Further , in a survey surveys conducted by
Kleiner Perkins . it was found that 78% of American consumers say they’ve discovered products
on Facebook.
Setting of advertising campaign is simple.,
Setting up of a Facebook advertising campaign is not a rocket science. Believe me it's very
simple process. Anyone having the Facebook ID can start creating the Facebook advertising
campaigns from the day one if you have the basic knowledge about advertising campaigns that
I am going to impart through various modules in this course, you are all set to run your
advertising campaigns.
Moreover, the results are very fast . The moment you will launch your first Facebook advertising
campaign, within few minutes you will see that your ad has started getting view from your target
audience
You are dealing with the true audience
The most important advantage of Facebook advertising is that you are dealing with the true
audience. What does it mean?
Actually the Facebook build it is audience based on the basis of the genuine data provided by the
Audience, If you talk about the Google ads then data basis of audience is built on the basis of
guesstimates not on the basis of actual data.
Therefore, in Facebook marketing you can target audience very precisely with the surety that the
data is correct.
No doubt that there are fake accounts as on Facebook.
As per the report of Facebook , 2018, Facebook only , 3–4% of the profiles are fake. And
Facebook is continuously involved in the process of removing the fake accounts
Facebook campaigns are easy to customize
As discussed starting the campaign on Facebook is not rocket science. The campaign setup
platform in Facebook advertising is very simple, intuitive and easy to understand.
There are 11 types of objective in Facebook advertising platform. Just select appropriate
objectives for your campaign, target audience, design your ads and that's all. You can
customizeyour campaign settings at any time when the campaign is active.
we are going to learn about this entire process of Designing the Facebook campaigns. Just wait
for that
Continuous update of features
The advertising platform of Facebook is very dynamic Facebook keeps on adding more and more
features to this platform to make it more user friendly. Don't get surprised If Tomorrow
you open the Facebook and there is a new feature that was not yesterday. So you have to be
very alert when the new features are announced. Try to explore various features of Facebook
advertising and definitely you can make the best out of it.
So, this was the basic information about Facebook marketing and we have discussed why to
choose face book platform for advertising purpose . I hope you must have realized the power of
Facebook when it comes to promote your brand and products on Facebook. In the next video , I
will talk about various Facebook ad formats. Thanks
PART-2
Welcome to the very interesting part of face book advertising. In this part I am going discuss
various ad formats that we have to use Facebook campaigns. So, let us start to understand
various ad formats that we usually come across when we are on Facebook.
When we are Facebook , we come across various types ads. Before, we launch any Facebook ad
campaign it is very important to understand various formats of ad that we come while on
Facebook . All Facebook ads formats can be classified into Five major types and these types are.
Traffic and Leads for Your Website
1. Sales and Leads for Your Product or Service
2. Likes & Engagement for Your Page
3. Mobile and Desktop Apps Install
4. Visitors for Your Store or Event
Let us discuss them one by one.
First we have Sales and Leads for Your Product or Service
As we know that the prime purpose of website is sale and getting leads about the prospects. In
Facebook adverting you can achieve this by bringing the traffic to your website or the landing
pages. Let us see what type of ads Facebook offers to us in this regard
First we have Link Click Ads,
This is the most common format of ad on Facebook and you usually view it in the right column,
desktop and mobile newsfeed Instagram
This type of ad is very useful to promote the external website or blogs. A user will click on your
ad and she will land on your website or post . This is an example of Link Click Ad and
Sometimesthe ad will appear in this right side column as well ( Show Video )
Video Ad
Video ads are another type of link ads . As the name suggests the advertising message is
conveyed through video ads . These ads are usually visible in Desktop Newsfeed, Mobile
Newsfeed Audience Network and Instagram
The size of the video may be up to 4GB and length may be up-to 120 mins. However , video ads
are usually made up to 15-20 second . C continuous loop is available. Look at this example. (
Show Video )
Next we have Boosted Page Posts
There is an option to create the Facebook Pages independently. You can promote your brand
and products through the post. Every time you upload a post , Facebook offers you to promote
that post through Boost Page Post. You have to just click on the Boos Post . and promotion
related option will appear. This is an example of Boost Post Ads. ( Show Video )
How to create the Facebook Page , I will explain in the next video ,
Carousel (Multi-product Ads or)
The carousel ad format is available for Facebook, Instagram, Messenger and Audience Network,
and allows you to showcase up to ten images or videos within a single ad, each with its own link.
With more creative space within an ad, you can highlight different products, showcase specific
details about one product, service or promotion, or tell a story about your brand that develops
across each carousel card
Look at the example of carousel ad
Dynamic Product Ads (DPA)
These ads are remarketing ads. Ad are shown to the audience on the basis of past actions like
visits to website or apps . For this purpose, Facebook pixel will be used , we have one Module on
Facebook pixel and we will learn how make use of it .
These ads are visible to be shown on Desktop Newsfeed, Mobile Newsfeed, Right Column,
Audience Network and Instagram
Facebook Lead Ads
As the name suggests, lead ads are excellent way to secure leads through leads. It allows the
users to download the content or signup for the offer without existing from Facebook platform .
This type of ad will quickly help you to collect email and mobile numbers to of the users. Such
ads are eligible to be shown on Desktop Newsfeed, Mobile Newsfeed, Audience Network and
Instagram
Here is the example of Facebook lead ad
Canvas Ads
These types of ads are only visible in mobile phone newsfeed . Canvas is an interactive ad that
lets users engage with your content on Facebook.
The format of canvas ad is such that a user can swipe through a carousel of images, tilt the
image in different directions, and/or zoom in or zoom out by moving their fingertips, we will
soon see how to design canvas ads.
Collection Ads
Collections ads are again eligible ads for mobile news feed . This type of ad is useful for
showcase of multiple products in a single ad. Through this type of ad people can discover ,
search and purchase products from your websites.
Page like ads
As I have said , we can create Facebook page for our business or community . So, if we want to
increase the likes of our page then this type of ad is suitable , these types of ads can be displayed
in Right Column ,Desktop Newsfeed and Mobile Newsfeed. In such type of ads, it is very
important to target the right audience as getting blind likes will not serve any purpose.
Page Post Photo Ads
This type of AD is used to promote an image of your page. You can increase sugar Facebook
page audience by floating interesting images. Your audience can like it share it and comment on
the image . It iseligible to appear in Right Column, Desktop Newsfeed, Mobile Newsfeed
Next we have Page Post Video Ads
This is similar to the Page Post Photo Ads. You can upload any video to the peach and start a
campaign to promote this video by targeting the right the right audience. The format of the page
post videos ads is same that we discussed in the video ads and you can show these ads in right
column , desktop Newsfeed ,Mobile Newsfeed.
Page Post Text
It is very interesting. Can we promote the text offer post? absolutely right you can use the page
post text for this purpose. But when we have the post image ads Why not to use those as to have
more interactivity at engagement.
Mobile App
Mobile app ads are more suitable for installation of mobile apps. These types of ad offer very
high rate of conversion.
A user can use that install call to action to install the app promoted in the ad.
It is self understood that such type of ADS are only visible in mobile news feed.
Desktop App ads
Desktop apps !!! yes, there are many Facebook desktop apps available. If you have designed
any Facebook app using the Facebook developer platform then you can promote such apps
bydesktop app ads. As desktop apps are not supported by the mobile phones so desktop app ads
will only be visible in desktop news feed
Event Ads
You can create your events on Facebook to attract more audience to the events. If you want to
boost the reach of your event, use this ad unit with the right targeting options
Offer Claims
Is there any chance for brick and mortar store to promote on Facebook? Yes it is there. By using
offer claim ads , you can you can do it. Once your offer ad is live, any user who clicks on your
ad and redeems the offer will receive an email containing the details and terms of use
Local Awareness Ads
Local awareness ads are useful to draw attention to the store . This ad type works best with
Facebook’s location-based targeting, helping you to reach people who are currently near your
store. Call to action used in such ads is more suitable for offline businesses like ―Call Now‖ and
―Send Message.
Messenger Ads
Facebook has its own messenger services . Messenger ads appear in the main tab of Facebook
messenger, where people spend time chatting with friends. A user will see your ad in the inbox
amongst their conversations and can click to initiate a Facebook conversation with your page.
So, this was the demonstration of various ad that we designed at the time of Facebook adverting
campaigns. I will practically demonstrate you , how to design such ads just wait for that . Lastly ,
I hope you must have your Facebook ID as we need it to understand the Facebook marketing
Process . If you don’t have please create it , before we start with Facebook Campaigns.
Thank you

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