5 Things to Know When Learning Facebook Ads

The world of Facebook advertising can seem overwhelming at first. With over 1,000 different targeting options, 11 objectives to choose from, and all the different ad formats available, it’s no wonder the internet is going crazy on how to crack the code to Facebook advertising.

1. Understand what goes into setting up an ad

First things first, you have to know the different components of an ad.

Step #1: Set your Objective.

Your objective is the result you want to get from your ad, and selecting the correct one will help you meet your goals. Facebook currently has 11 different ad objectives you can choose from.

  • Brand awareness
  • Reach
  • Traffic
  • Engagement
  • App installs
  • Video views
  • Lead generation
  • Messages
  • Conversions
  • Catalogue sales
  • Store Visits

Step #2: Select your Audience.

Ahhh, targeting. This is where things can get complicated. Facebook allows you to select dynamic targeting parameters for your ads such as age, location, language, interests, demographics, behaviors, and more.  

Step #3: Choose Ad Placement.

This is where you decide where you want your ad to be seen.  You can choose to allow Facebook to use automatic placements, or you can determine them yourself.

Some placements include News Feed, Instagram, Messenger, Audience Network, Video Feed, Stories, and more. You can even choose to target your ads to desktop or mobile devices based on what you know about your audience!

Step #4: Set your Budget.

This is where you decide how much you’re going to spend on your ad. First enter how long you want the ad to run, then you can enter a daily budget: an amount Facebook will allocate toward your ad each day; or a lifetime budget: an amount Facebook will allocate toward your ad throughout the entire time it runs. Learn more about the different ways to use your budget here.

Step #5: Format your Ad.

This is where you can get creative and choose what your ad is going to look like. Facebook offers a variety of ways you can play with the design of your ads with images, videos, and copy, which you can play with according to the ad placements you selected. 

After you’re satisfied with these 5 steps, now you’re ready to launch your ad! But, it’s important to understand…

2. There is no secret formula for success. 

After launching your ads, you’re not quite done yet. Unfortunately, success in Facebook advertising is not black and white. We often see many businesses new to Facebook ads get discouraged when they don’t hit conversion goals immediately. Well, we’re here to tell you this is normal. With all the different options for targeting, formatting, budgeting, and so on, it’s impossible to know what’s going to work without testing.

Be prepared to play around with different targeting, ad copy, images, and placements until you find what works for your audience. There’s a lot that goes into it! But, one step that will make launching successful, converting Facebook ads will be way easier is identifying your buyer personas. This will give you the best possible understanding of what your audience might be looking for, and how to reach them through your targeting.

A/B Testing

A/B testing allows you to run multiple different ads under the same campaign while directly comparing results. You can compare different images, headlines, copy, placements, and even targeting, and Facebook will show you what your audience responds to more! Trust us, this is a game-changer.

In summary, you need to constantly be testing, measuring, and optimising your ads. You can’t simply launch some to the world and leave them for a week. Well, unless you want to waste a lot of money.

3. Use retargeting.

Ever heard the theory that on average, a customer needs to see an ad at least three times before they convert? Retargeting new ads to people who have already engaged with your brand is one of the biggest missed opportunities we see for people new to Facebook Ads. 

Facebook allows you the option to retarget ads to people who have already clicked on your ad, liked your page, visited your website, etc by setting up Custom Audiences

For example, if someone clicks on one of your ads leading to a blog post on your website, they can be filtered into a custom audience of people who have taken similar action. Next time you run an ad, you can make it sales-focused and target it to all of the people in your custom audience. 

Guess who’s going to be more willing to buy from your brand? Someone who has never seen or heard of your brand before, or someone you have already reached through your content? See where we’re going with this?

Using content marketing and retargeting features are how you turn clicks into real conversions and sales.

4. Determine a good method of tracking your ads.

Take it from us, it’s really easy to start playing around with different types of ads, tweaking small things here and there, and then all of the sudden you see a change and don’t know what started working. 

How do you know if your ad is really working? Well, it depends on what your goal is (more on this in another article soon). Luckily, Facebook Ads Manager has a ton of built-in Ads Reporting tools that allow you to create, customize, export, share and schedule reports on your ad performance based on a set of parameters that you choose. You can look at how many clicks an ad gets, how many impressions it left, cost per click, and tons more. If this is too overwhelming at first, AdEspresso is a great tool to help analyze your campaigns.

5. Always be ready to learn.

“Always be learning” is actually one of GoViral’s 8 Company Ethos (Check out the full list here). It’s important to never be stagnant in your know-how, because if one thing is for certain, it’s that the latest trends and rules of digital marketing are constantly changing-and Facebook advertising is no different. Facebook is constantly refining and changing its rules, policies, and algorithms, adding new functions to Ads Manager, etc.

For example: Recently, Facebook posted that they will be putting a greater emphasis on building community through Facebook Groups. We wouldn’t be surprised to see the addition of advertising for Facebook Groups sometime in 2021.

To keep up with the latest changes, we recommend setting Google Alerts, following Facebook Community for real-time updates, and subscribing to newsletters from trusted sources. Some of our favorites are Social Media Examiner, and Hubspot


So, be patient, be willing to try new things, and always be ready to learn.

Are you interested in leveraging Facebook ads for your business? Contact us below for help.

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5 Biggest Content Trends for 2021

If you live in the world of marketing, then you know that you can never get too comfortable in your know-how. And in light of the pandemic’s impact, shifting us into this new digital age, new trends are emerging faster than ever.

If you’re looking to improve your marketing strategy for 2021, one thing is certain: consumers want to be educated and supported through their buying journey more than ever before, instead of just being sold to. That’s why content still plays an essential role in building strong customer relations and raising the customer experience to the next level. 

Here are some of the biggest content trends changing the game in 2021.

1. Leverage Video Content

Fundamentally, people still prefer video to all other forms of content when learning about new products and services. More specifically, 50% of online shoppers claim videos have supported their decision to choose a specific brand, product, or service. On the other hand, even 55% of people who shop in stores have admitted to watching videos before actually going to complete a purchase. 

In fact, social apps have been making a shift toward more video-heavy content for quite some time now. We’re seeing more and more video-based apps, such as TikTok, and even other social apps we know and love incorporating more and more ways to use videos, such as the addition of IGTV and Reels on Instagram.

If you’re unfamiliar with Reels, they’re a very TikTok-esque feature on Instagram that allows users to create short, 15-30 second videos. It’s great for showing off new products, establishing brand authenticity, filming behind-the-scenes content, and doing tutorials in an easy-to-consume way, and the list goes on and on! Because this is a fairly new feature, Instagram pushes out Reels content like crazy, constantly being shown on the Explore Page and users’ feeds.

Here are some tips for increasing engagement on your TikToks and Reels:

  • Use trending sounds.
  • Keep up with the latest hashtags and trends being used, such as fun filters and transitions.
  • If you’re speaking, add closed captions. It helps keep your audience’s attention and makes your content way more user-friendly. 
  • When posting reels on Instagram, always choose to post them on your regular grid as well as the reels section to ensure the algorithm pushes your content as much as possible.

Another aspect of social video to make sure you try to use live videos. Live videos have been found to be viewed three times more than traditional videos. Most social channels have the option to go live now, so don’t be afraid to try it out. And remember that these videos don’t have to be perfect. Oftentimes, your audience will appreciate real-time and non-edited content, as it can be more human and overall relatable.

2. Create Dynamic Stories

If you have eyes, you know that stories aren’t anything new. However, they’re becoming more and more essential to your social media strategy. Not only are we seeing more and more apps we know and love like LinkedIn and Twitter integrating stories into their platform, but also endless creative opportunities.

Here are just some ideas you can use for your stories:

  • Create a poll or quiz
  • Share your most recent In-feed posts
  • As your followers a question
  • Create a countdown to a product launch or big announcement
  • Do story-takeovers to show your followers a behind-the-scenes look at what you do

Especially considering that you can now schedule stories in advance on many platforms like Facebook, there’s really no excuse to be neglecting stories in your marketing strategy in 2021.

3. Build Content Communities

Coming out of 2020, it’s safe to say we’re all familiar with the term “alone together.” Amidst the COVID-19 pandemic, everyone around the world sought out community online, leading us to our next content trend of 2021: Content Communities.

The rise of popularity with apps such as (yes, we’ll say it again) TikTok, and Clubhouse, have led to more and more niche communities surfacing online. If you’re a clothing brand looking to expand your reach online, maybe you start using #FashionTikTok on your videos and interacting with similar content. If you’re a subject matter expert on, let’s say, blockchain technology, you can start your own room in the Clubhouse app and invite people to hear what you have to say and engage. If you’re an e-commerce business selling health supplements, you can start a private Facebook group to share exclusive content with group members, and encourage them to interact within the group.

All of these examples, when used consistently, will help frame you as an expert in your field, lead to trusted followers, and eventually consistent conversions. Really, the opportunities are endless. 

4. Take Advantage of Podcasts

Podcasts have taken the world by storm over the past few years, and they’re only getting bigger.  According to the Statista reports, in the last decade, the number of people listening to podcasts has nearly tripled. In fact, 2021 is already seeing the highest number of listeners, holding the record for hours spent listening to podcasts with 15 billion hours compared to 12 billion just two years ago. A majority of the people who were part of the survey explained they mostly listen to podcasts to learn something new and get inspired. On the other hand, the research also showed that more and more people are not just listening but also engaging with the podcasts.

Podcasting is a great way to advertise your brand, reach new audiences, promote your expertise, or even to just talk about your passion. Making your own podcast is pretty simple, we even created this Intro to Podcasting Guide to help you get started. Check it out to start planning out how you can use podcast content as a part of your marketing strategy!

5. Repurposing Content Across All Channels

If you haven’t gotten it by now, there are endless opportunities, platforms and creative methods of sharing content online, but one easy way to make sure your content is seen is actually quite simple: repurpose your content across all your social media channels! 

Examples of repurposing content:

  • Cut short clips from webinars or live videos and repurpose them into shorter videos.
  • If you post a blog, share some short bullet points from it in your story.
  • If you post a TikTok, share it on your Instagram story.
  • If you plan on going live, make a story about it, or even make a Facebook event to build traction. 

See what we’re doing here?

Well, there you have it–GoViral’s favorite new content trends for 2021. If you want your content to stay relevant, concentrate your efforts on incorporating these trends into your digital marketing strategy. Regardless of your business being B2B or B2C oriented, bear in mind that you can use any of these trends, in both cases, to gain a competitive advantage in 2021.

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