SEO Glossary: Facebook Advertising

What is Facebook Advertising?

Facebook Advertising allows private users and companies to create targeted advertisements. These are paid advertisements with special targeting. This means that the ads are aimed at a specific target group (for example, male users between the ages of 30 and 50).

 

With Facebook Advertising ads, the goal is to get certain actions.

 

These include:

 

• Traffic on landing pages send
• Interactions (contact) with a company
• Clicks on any info website
• Lead generation
• Sales generation

 

Facebook and Instagram (where the ads are also displayed) now have almost 2-3 billion users. Reason enough to target people here with your own ads. Facebook Advertising offers various options. There are several advertising media and professional advertising tools to choose from to filter and analyze traffic.

 

 

How does Facebook advertising work?

If interested parties would like to use Facebook Advertising and place ads on the network, they need a private Facebook profile or business account. A special business account is also possible, but this must first be applied for. With a business account, advertisers receive personal support.

 

Basically, advertisers only need to complete three steps to run ads on Facebook:

 

• Design of an advertisement (form and content)
• Targeting (defining a specific target group. Example: gender, age, place of residence and interests).
• Determination of the daily budget and corresponding bid proposals

 

Optionally, advertisers have the possibility to book their advertising with two billing models:

 

• CPC (Cost per Click)
• CPM (Cost per Mille)
• How high the click price is, depends on the CLICK RATE. The better the click rate, the lower the price usually is.

 

How can online store operators perform remarketing?

Without having to go to great technical lengths, online store operators can use well-known providers such as the REMARKETING TOOL FROM GOOGLE-ADWORDS remarketing tool. Bing also offers such a tool.

 

For this purpose, a corresponding tag is simply integrated into the source code of all store pages. Cookies then track user behavior so that the ads are displayed accordingly on the network.

 

In the settings of the Remarketing-tool, it is now possible to make individual fine adjustments. For example, certain interest groups can be selected here to receive a corresponding advertisement.

 

 

What forms of advertising are available for Facebook advertising?

What forms of advertising are available for Facebook Advertising?

 

There are basically two different ad formats to choose from in Facebook Advertising: Sponsored Posts and Standard Ads.

 

In the following, both forms of advertising are discussed in brief:

 

Sponsored Posts

 

• Are exclusively suitable for fan pages and are displayed as an extended newsfeed
• Seven different advertising formats are available for this purpose
• Depending on the advertising format, it is possible to perform certain actions on users. Among other things, fans and like-my-clicks play a role. But actions in apps are also included.
• Advertisers themselves define whether they want to offer a Page Post Story, a Like Story or an App Used Story, for example

 

Standard Ads

 

• They are similar in structure, only in the design (including the use of the media material) and the content advertisers have to make changes
• The following elements are to be defined: title, target URL, description text and image.
• You have the option of directing traffic to an external domain or to a destination within Facebook. This includes, for example, events, app downloads or making contact via Messenger. Redirects to landing pages are also possible.