27Aug

Don’t believe the rumours, advertising on Facebook is still alive and thriving. Despite the rise of new social media platforms like TikTok, mastering the art of Facebook advertising remains a crucial skill for marketers and businesses in New Zealand.

Data published in Meta’s advertising resources indicates that Facebook had 2.95 million users in New Zealand in early 2023.  What’s more, the platform’s active user base continues to grow, offering even more potential customers.

Impressive numbers aside, Facebook is all about targeting the right audience. It’s about reaching the users who are most likely to be interested in what you have to offer, whether it’s your products or services.

If you’re curious about the cost of Facebook ads or how to plan your first campaign, keep reading to uncover all the details.

What are Facebook Ads

Facebook ads serve as a powerful tool for businesses to showcase their offerings and capture the attention of Facebook users.

Facebook ads are usually targeted to users based on their:

  • Demographics
  • Location
  • Interests
  • Other profile information

In the world of Facebook advertising, businesses have the power to control their ad budget and strategically bid for each click or thousand impressions their ads receive. Similar to Instagram, Facebook ads seamlessly appear throughout the app, including users’ feeds, Stories, Messenger, Marketplace, and more. While they blend in with regular posts, they are always labeled as “sponsored” to distinguish them as ads. Facebook ads offer a plethora of features, such as CTA buttons, links, and product catalogs, making them more dynamic than regular posts. If you want to expand your brand’s reach and engage with a larger audience, incorporating ads into your Facebook marketing strategy is an essential component.

How much does it cost to advertise on Facebook?

There is no one-size-fits-all approach when it comes to allocating a budget for Facebook ads. The cost of advertising on Facebook is influenced by a range of dynamic factors, such as:

Audience targeting. Targeting a specific audience may come at a higher cost compared to reaching a wider audience.
Ad placement. The pricing can fluctuate depending on whether your ads are displayed on Facebook or Instagram.
Campaign duration. The duration of a campaign, including the number of days and hours it runs, directly influences the ultimate cost.
Competitiveness of your industry. The competitiveness of certain industries can have a significant impact on the cost of ad space. As competition increases, so do the costs associated with advertising. product price is or how valuable the lead you’re trying to capture is.
Time of year. Advertising costs may vary during various seasons, holidays, or specific events within your industry.
Time of day. During the late-night hours, from midnight until 6 am in any time zone, you can take advantage of the lowest CPC rates.
Location. The cost of advertising varies significantly from country to country, presenting a wide range of opportunities for businesses.

Setting campaign costs according to objectives

Choosing the perfect campaign objective is the ultimate key to managing and optimising your Facebook ad costs. By nailing this essential step, you significantly enhance your chances of achieving remarkable success in your marketing endeavours.

Cost-per-click benchmarks vary according to each campaign objective. There are five core campaign objectives to choose from:

  • Conversions
  • Impressions
  • Reach
  • Link clicks
  • Lead generation
  • Average cost-per-click varies between different Facebook ad campaign objectives.
  • Types of Facebook ads

Marketers can choose between different Facebook ad types and formats to suit their campaign goals, including:

Image

Image ads are a versatile and powerful tool for businesses to showcase their products, services, or brand on Facebook. With just a single image, you can captivate your audience and convey your message effectively. Whether you choose to use illustrations, design, or photography, image ads are a perfect fit for campaigns with strong visual content that can be portrayed in one impactful image. Creating an image ad is a breeze – simply boost an existing post with an image from your Facebook Page, and you’re ready to go. With high-quality imagery, image ads can effectively display your offering and are suitable for any stage of the sales funnel. Whether you want to boost brand awareness or promote a new product launch, image ads provide a powerful platform to increase sales. However, it’s important to note that image ads have their limitations – you have only one image to convey your message. If you need to display multiple products or demonstrate how your product works, consider exploring other ad formats that better suit your needs.

Video

Similar to image ads, video ads on Facebook allow businesses to utilize a single video to exhibit their products, services, or brand.These ads are particularly valuable for showcasing product demos, tutorials, and dynamic elements that capture attention.While videos on Facebook can be as long as 240 minutes, it is important to note that shorter videos tend to be more engaging. Facebook recommends keeping videos under 15 seconds to maximise impact and audience interest.

Carousel

Carousel ads on Facebook offer an exciting opportunity to showcase your brand with up to ten captivating images or videos. Each slide in the carousel can have its own unique headline, description, and link, allowing you to effectively engage your audience and guide them through a series of different products or services. With the ability to create landing pages specific to each image, you can provide a seamless and personalized experience for your potential customers. Whether you’re highlighting a step-by-step process or showcasing a range of related products, the carousel ad format is a powerful tool to captivate and convert your audience.

Instant Experience
Collection
Lead
Slideshow
Stories
Messenger

With a diverse selection of Facebook ad formats available, you have the freedom to select the perfect ad type that aligns with your specific business objectives. Each ad comes equipped with its own unique set of call-to-actions (CTAs) designed to seamlessly guide users towards their next steps.

How to post ads on Facebook

If you already have a Facebook business page (and you definitely should), you can jump right into Ads Manager to kickstart your Facebook ad campaign. For those who haven’t created a business page yet, it’s essential to do so before proceeding.

Ads Manager serves as the ultimate starting point for running ads on Facebook and Messenger. It provides a comprehensive suite of tools that allow you to create ads, manage their placement and timing, and track the performance of your campaigns.

Step 1: Choose your objective

Log into Facebook Ads Manager and select the Campaigns tab, then click Create to get started with a new Facebook ad campaign.
Facebook Ads Manager Campaigns Tab
Facebook offers 11 marketing objectives based on what you want your ad to accomplish.

Here’s how they align with business goals:

  • Brand awareness: Introduce your brand to a new audience.
  • Reach: Expose your ad to as many people in your audience as possible.
  • Traffic: Drive traffic to a specific web page, app, or Facebook Messenger conversation.
  • Engagement: Reach a wide audience to increase the number of post engagements or Page follows, increase attendance at your event, or encourage people to claim a special offer.
  • App installs: Get people to install your app.
  • Video views: Get more people to watch your videos.
  • Lead generation: Get new prospects into your sales funnel.
  • Messages: Encourage people to contact your business using Facebook Messenger.
  • Conversions: Get people to take a specific action on your website (like subscribe to your list or buy your product), with your app, or on
  • Facebook Messenger.
  • Catalog sales: Connect your Facebook ads to your product catalog to show people ads for the products they are most likely to want to buy.
  • Store traffic: Drive nearby customers to brick-and-mortar stores.

Select a campaign objective that aligns with your specific goals for this ad. It’s important to note that if your objective focuses on conversions, such as driving sales, you will have the option to pay per action. However, if your objective is to increase exposure, such as generating traffic and views, you will pay for impressions.

Step 2. Name your campaign

Name your Facebook ad campaign and declare whether your ad fits into any special categories like credit or politics.
Name your Facebook ads campaign
If you want to set up an A/B split test, click Get Started in the A/B Test section to set this ad as your control. You can choose different versions to run against this ad after it’s published.
Scroll down a little further to choose whether to turn on Advantage Campaign Budget+.
This option can be useful if you’re using multiple ad sets, but for now, you can leave it turned off.

Click Next.

Step 3. Set your budget and schedule

At the top of this screen, you will name your ad set and choose which Page to promote.
Next, you decide how much money you want to spend on your Facebook ad campaign. You can choose a daily or lifetime budget. Then, set the start and end dates if you want to schedule your ad in the future or choose to make it live right away.

Set your Facebook ad budget and schedule.

Optimising your Facebook ad budget is key, and one effective way to do that is by running your paid ads on a schedule. By strategically choosing when to serve your ads, you can ensure that they reach your target audience when they are most likely to be active on Facebook. Keep in mind, though, that you can only set a schedule if you create a lifetime budget for your ad.

Step 4. Target your audience

Scroll down to start building the target audience for your ads.
Start by selecting your target location, age, gender and language. Under location, you can even choose to include or exclude cities over a certain size.
You can also prioritise people who’ve recently shown an interest in the product or service you sell.
Define Facebook target audience
As you make your selections, keep an eye on the audience size indicator on the right of the screen, which gives you a sense of your potential ad reach.

You’ll also see an estimated number of daily reach and Page likes. These estimates will be more accurate if you have run campaigns before since Facebook will have more data to work with. Always keep in mind that these are estimates, not guarantees.

Now it’s time for the detailed targeting.

Remember:

Audience targeting is crucial for maximising your return on investment, and Facebook Ads Manager offers a plethora of options to help you reach your desired audience.
Utilise the Detailed Targeting feature to specifically include or exclude individuals based on their demographics, interests, and behaviours. This level of specificity allows you to truly hone in on your target market. For example, you can choose to target individuals who have an interest in both travel and hiking while excluding those who are interested in backpacking.

Step 5. Choose your Facebook ad placements

Scroll down to choose where your ads will appear. If you’re new to Facebook advertising, the simplest choice is to use Advantage+ Placements.
When you select this option, Facebook will automatically place your ads across Facebook, Instagram, Messenger, and the Audience Network when they are likely to get the best results.
Once you have more experience, you may wish to select Manual Placements. By choosing this option, you get complete control over where your Facebook ads appear. The more placements you select, the more opportunities you’ll have to reach your target audience.
Choose Facebook ad placement advantage+ or manual
Your options will vary based on your chosen campaign objective, but may include the following:

Device type: Mobile, desktop, or both.
Platform: Facebook, Instagram, Audience Network, and/or Messenger
Placements: Feeds, Stories, Reels, in-stream (for videos), search, messages, overlay and post-loop ads on Reels, search, in-article, and apps and sites (external to Facebook).
Specific mobile devices and operating systems: iOS, Android, feature phones, or all devices.
Only when connected to WiFi: The ad only shows when the user’s device is connected to WiFi.
Step 6. Set brand safety and cost controls
Scroll down to the Brand Safety section to exclude any types of content that would be inappropriate to appear with your ad. (To learn more about brand safety, check out our complete guide to managing risk on social media ad placements.)

For example, you can choose to avoid sensitive content and add specific block lists. Block lists can exclude specific websites, videos, and publishers.

Brand Security Facebook ad campaign

When you’re happy with all your options, take a last look at the potential Reach and Page Likes estimates.
Facebook ad campaign estimated daily results
If you’re happy with what you see, click Next.

Step 7. Create your ad

Begin by selecting the perfect ad format that aligns with your campaign objective. Once you’ve made your choice, unleash your creativity by crafting compelling text and incorporating captivating media elements into your ad. Keep in mind that the available formats will be tailored to the campaign objective you initially selected, giving you the flexibility to create a truly impactful and engaging ad.

Facebook ad creative

If you’re working with an image, choose your media from your Facebook gallery, and select the right crop to fill your placement.
Select media crop for Facebook ad placements

Use the preview tool at the right of the page to make sure your ad looks good for all potential placements. When you’re happy with your choices, click the green Publish button to launch your ad.

Here are four valuable insights for effectively running ads on Facebook.
1. Pay attention to Facebook ad specs

The dimensions for Facebook ad sizes change frequently. To prevent your Facebook ads from appearing stretched, cropped, or distorted in any way, it’s crucial to ensure that your chosen images and videos are perfectly aligned with the right dimensions.

Here’s a quick breakdown:

Ad Image

2. Test, Test, Test

Don’t make assumptions about what will be successful or not in your Facebook ads. Instead, constantly test new strategies against your previous ads to see if you’re improving the metrics that matter most to you. The landscape of Facebook advertising is always evolving, so it’s crucial to stay up to date by testing and learning what works best for your specific audience.

3. Streamline your workflow with tools

Social media ad scheduling tools are essential for marketers looking to optimise their advertising campaigns and streamline their workflow. These tools allow you to efficiently plan, schedule, and manage your social media ads across various platforms, including Facebook. With the right ad scheduling tool, you can easily set up your ads to run at specific times, target specific audiences, and track the performance of your campaigns. This not only saves you time and effort but also helps you maximise your ad spend and achieve better results. Some popular social media ad scheduling tools include Hootsuite Boost, which allows you to promote social media posts directly from your Hootsuite dashboard. With this tool, you can easily manage audience targeting, campaign spend, and duration, all in one place. By using social media ad scheduling tools, you can take your Facebook advertising to the next level and ensure that your ads are reaching the right audience at the right time.

4. Partner with a specialised social media agency

When it comes to running successful Facebook ad campaigns, partnering with a specialised social media agency like Creative Cabin can take your marketing efforts to new heights. We are experts in navigating the ever-changing landscape of social media advertising and can offer valuable insights, strategies, and resources to help you achieve your goals.

By enlisting our help, you can benefit from their in-depth knowledge of the platform, audience targeting techniques, and ad optimisation tactics.

Not only will we save you time and effort by handling the complex aspects of ad creation, targeting, and monitoring, but we will also provide you with valuable data and analytics to measure the success of your campaigns. Our data-driven approach allows for continuous optimisation and improvement, ensuring that your ads are constantly reaching the right audience and generating a positive return on investment.

Furthermore, working with a specialised social media agency means gaining access to a team of professionals who are dedicated to staying up to date with the latest trends and strategies in the industry. They will leverage their expertise and experience to develop tailored strategies that align with your specific business objectives and target market.

In summary, engaging the services of a specialised social media agency can be a game-changer for your Facebook advertising efforts. Their expertise, resources, and data-driven approach will not only save you time and effort but also maximise the effectiveness of your ad campaigns. So why not take advantage of their knowledge and experience to elevate your marketing efforts and achieve your goals on Facebook?

Contact our us and let us help you unlock the full potential of your Facebook advertising.