September 06, 2017
Facebook Advertising Features Which Should Not Be Missed
The omnipresent social media platform, Facebook, has gradually evolved to become one of the best channels to reach out to an audience and promote your business.
With 1.8 billion users (the number keeps increasing day by day), this is nothing but a massive opportunity to advertise your business, no matter how big or small it is. But before that, make sure you are aware of these advertising features and how it can benefit your business:
Split Testing is another form of A/B Testing that allows advertisers to create multiple creatives for an ad set and test them against each other to see what strategies produce the best results.
For example, Split Testing allows advertisers to easily test the same ad on two different sets of audience to see which audience selection responds better. Or, to test two delivery optimizations, such as conversions or link clicks, to determine which yields the better result. Advertisers use Split Testing to interpret how changes in different variables might yield a better outcome.
Under Behavioural Targeting, there are various options such as Digital Activities, Seasonal Behaviour, Travel, Purchase Behaviour, etc.
Behaviour Targeting targets a specific group and then places a relevant ad which enables:
The combination of storytelling and visual content is what you get in Carousel Ads. In this format, Facebook allows you to show up to 10 images or/and videos, headlines for each image and video, links and a Call to Action - all of this in a single ad unit.
The carousel ads can be used for:
In this new feature, Facebook allows you to show ads to users who have left you a message in your Facebook page, within a time frame.
The Cost per Acquisition (CPA) is almost 60-80% less when compared to a news feed ad. At present, Messenger Ads may not be as feasible as other ad units, as it can be sent only to users who have messaged your page. However, it is a great feature that you can try out and add to your marketing mix.
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Facebook Lead Generation Ads

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Understanding Attribution Models
- Most recent interaction or ad view as to what drove the conversion is attributed
- Clicks always take precedence over views


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Targeting Lookalike Audiences

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Remarketing is a blessing

Facebook Split Testing: Testing Multiple Creatives for an advert

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Website conversion campaigns

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Behaviour targeting
- Demographics
- Interests
- Behaviours
- Facebook Categories

- Higher Relevancy
- Higher CTR
- Higher engagement
- Higher ROI
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Interest targeting

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Custom audiences

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Testimonials

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Carousel Ads

- Showcasing a particular product/ service or an app
- For explaining the features of a product or the whole collection of products that you sell
- Highlight the USP of your brand
- To focus on a promotion that you are running
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Messenger Ads

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Video Ads