6 Ways I Use Facebook Ad Targeting

Facebook ad targeting is one of the primary reasons why ads fail or succeed. You could have the perectly crafted ad, but you shouldn’t expect it to work if it’s targeting the wrong people.

While I could go on and on about the various ways that you can target with Facebook ads, I thought it would be more useful to profide specific use cases and show precisely the ways that I use my primary Facebook ad targeting methods.

So allow me to walk you through how I use my six primary targeting methods…

1. Target Most Frequent Website Visitors

Use Case: Promoting a Webinar

Targeting is always a balance of quantity and quality. It’s an understanding that the further someone goes down your funnel, the more likely they are to perform an action. But the further you go down your funnel, the fewer people there are who can be targeted.

So when we talk about collecting email addresses, we’re somewhere in the middle. I could target all of my website visitors. I’ll admit that I’m spoiled that this particular audience size is quite large. But I recognize that not everyone who visits my website is likely to provide an email address.

Since I’m lucky enough to have the traffic, I can be a bit picky. So when promoting a webinar, for example, I’ll focus only on those people who visit my website most frequently. In particular, that cuts out accidental clicks and those who won’t recognize my brand.

There are two primary ways to do this…

Time on Site (25%): One of the best ways to isolate your most active website visitors is by selecting the “Based on time spent on your website” option. You could choose from the top 5%, 10% or 25%.

Facebook Ads Time on Site

Those with especially amazing traffic could focus on the top 5% or 10%. I’d like to get more volume here, so I’m focusing on the top 25%.

Website Visit Frequency (3): Another way to focus on your most active visitors is to target an audience of people who have visited most frequently. This is an option found within Custom Combination

Facebook Ads Website Visit Frequency

In this case, I’ve created an audience of anyone who has visited any of my related websites at least three times during the past 180 days.

By doing this, I can isolate my ad spend on people most likely to perform the action I want — realizing that those who are less familiar with me are simply less likely to convert.

2. Target Those Who Registered

Use Case: Promote a Product

I realize I’m somewhat abnormal with this approach, but when I promote a product to sell, I focus on those people who are furthest down my funnel. I don’t waste my time and money on people who don’t know me — or even don’t know me that well.

First, the obvious reason: People who know me best are most likely to buy. But another reason that goes overlooked is that even if an audience of people who don’t know me “works” well (good ROI), these people are most likely to be dissatisfied.

I’m not suggesting that I get a lot of dissatisfied customers. Instead, it’s simply understandable that someone who knows me, my style and my approach is more likely to know what to expect from a product than someone who hasn’t yet been exposed to me.

An example of how I use this is when promoting my Facebook pixel 4-week training program. I also host a near-monthly free webinar called Keys to Success. One of the primary focuses of that webinar is the Facebook pixel.

Of course, I also mention the training program to those who attend the webinar. So this audience has already been warmed up to the training program.

Clearly, then, a prime audience to target when promoting this training program is those who registered for the free webinar. So what are the ways we’re going to do this?

Website Custom Audience (180 Days): One way to use Website Custom Audiences is to create an audience of the people who were redirected to a thank you page following a registration.

Facebook Website Custom Audience Registration

Facebook Lead Ad Registration (90 Days): I also used Facebook lead ads to promote this webinar. So I’d want to be sure to target anyone who registered that way. Luckily, Facebook provides Custom Audiences for those who open and register via that method.

Facebook Lead Ads Registration

Data Custom Audience: Finally, I created a Data Custom Audience of all email addresses collected from those who registered. I keep that audience synced with a third party tool to be sure that it is always up-to-date.

Facebook data Custom Audience Registration

Why use all three? It’s really pretty simple. None of these three is perfect. Well, if everyone registered via the lead ad form, that would be close to perfect. I could target everyone who opened and submitted via that form with high confidence. Although, the longest duration is 90 days, so I couldn’t do that beyond the 90-day window.

Data Custom Audiences are far from perfect. The email address provided when registering isn’t always the email address found in someone’s profile. In fact, it typically matches up only 50% of the time. So you lose a lot of people that way who aren’t being targeted if you rely only on Data Custom Audiences.

Website Custom Audiences are excellent in that they aren’t based on email addresses. It’s much closer to a 100% match, but you still have people who register via different devices or surf incognito. And WCAs expire after 180 days.

So the best solution is to combine all three and get as close to 100% of all registrants as possible.

Custom Audience Targeting

If you’re curious, I also use the Reach objective with Reach optimization in this case so that my ads reach everyone within my audience, as opposed to Facebook picking and choosing (as they would when optimizing for conversions, clicks or other actions).

3. Target Those Who Visit a Web Page

Use Case #1: Entrepreneur Topic

When creating a Website Custom Audience, you can focus on people who visited a particular web page — or web pages with a common string in the URL.

Website Custom Audience for All Pages Including “entrepreneur” (180 Days): This came in handy for me recently when I started writing about entrepreneur topics. Since not everyone who visits my website is an entrepreneur, I wouldn’t want to target all website visitors when promoting content on that topic.

Facebook Website Custom Audience Entrepreneur

For this to work, I make sure that all blog posts on the entrepreneur topic have “entrepreneur” in the URL.

Entrepreneur Audience Targeting

I’ve also been creating an audience of people not interested in the entrepreneur topic. They click a link telling me that when I promote these posts via email.

Use Case #2: Promoting a Blog Post

There is yet another form of Website Custom Audiences that I use for promoting a blog post. In this case, it’s all about excluding…

Excluding Those Who Read It (180 Days): Another way I use Website Custom Audiences is to limit waste. When promoting a blog post, I’ll exclude those who already read that post.

Immediately after publishing a new blog post, I’ll create a Website Custom Audience for it…

Post Audience Exclusion

And here is the targeting and excluding in action. I’m targeting the people who spend the most time on my website, but excluding those who already read the post.

Post Audience Exclusion

Use Case #3: Evergreen Campaigns

This is a LONG story. The short version is that I show an ad or series of ads to people after they perform a trigger action. This limits or eliminates showing the same ads to the same people for a long time. This works thanks to Website Custom Audiences and durations.

Read this blog post to learn more about evergreen campaigns.

4. Target Those Who Engaged With a Page

Use Case: Promote Blog Posts

Another way to promote blog posts is to target those who engage with your content on Facebook. While it may seem logical to focus on those who have read your blog posts in the past, those same people may not regularly engage with content on Facebook.

People Who Engaged With Any Post or Ad (365 Days): Theoretically, you could do two different things here. You could create an audience of anyone who engaged with your page at all. That will be the largest possible audience. But you could go straight to those who engaged with any post or ad, too. Those would be most relevant.

People Who Engaged With Any Facebook Page Post or Ad

When I promote a blog post about Facebook ads, this is always one of the two audiences I target (within separate ad sets).

People Who Engaged With Any Facebook Page Post or Ad

And of course, I’ll exclude those who already read it.

People Who Engaged With Any Facebook Page Post or Ad

5. Target Those Who Messaged a Page

Use Case: Messenger Placement Ads

Advertisers can now place ads within Messenger. While this may be intrusive, it can also be very effective.

People Who Sent a Message to Your Page (365 Days): One powerful new targeting method is reaching those who sent a private message to your page. This is found within the Page Engagement Custom Audiences.

Facebook Message Custom Audience

You can use this when selecting the Messenger placement.

Facebook Messenger Placement

When you choose Messenger placement, you’ll notice that you’re required to only target those who messaged your page before.

Facebook Messenger Placement

That is taken care of with that handy audience we just created of people who messaged your page before.

Of course, that audience may be incredibly small. It will be for most pages. So how do we increase the size of that audience to make this all worthwhile?

Create a Messenger destination ad.

Facebook Messenger Destination Ad

A Messenger destination ad looks a lot like a typical link share ad, but it drives people who click on it directly into a conversation on Messenger. Once that happens, they will be added to an audience of those who have messaged your page.

Combining Messenger destination ads with Messenger ads utilizing the “anyone who messaged my page” Custom Audience can be a very effective strategy.

6. Target Those Who Watched a Video

Use Case: Video Funnel

Maybe you don’t get much website traffic. In that case, the value of Website Custom Audiences is limited. Maybe your page doesn’t get a ton of engagement. Again, that would limit such audiences.

That’s where video comes in…

People Who Have Watched At Least X% of Your Video (365 Days): Video Engagement Custom Audiences can be a very efficient way to build an audience of people who have engaged with you. Video tends to be an inexpensive way to get engagement, and you can build an audience off of that engagement quickly.

Facebook Video View Custom Audience

You can use view times of 3 seconds, 10 seconds, 25%, 50%, 75% or 95%. What you use depends on a combination of length of the video, sample size and a balance of quality and quantity.

The video below was only 21 seconds long, so my focus was on 95%.

Facebook Video View Custom Audience

Once someone watched that first video, they were automatically sent through a Facebook ads funnel of three more ads.

Your Turn

Any other targeting methods that you find useful that are missing from this list?

Let me know in the comments below!

The post 6 Ways I Use Facebook Ad Targeting appeared first on Jon Loomer Digital.

6 Ways I Use Facebook Ad Targeting
Source: Great Facebook Feeds From Around The Web

Entrepreneurs: How to Overcome the Fear of Public Speaking

[NOTE: This post continues a series exploring the topic of entrepreneurship. While my focus has and will continue to be on Facebook ads, I have plenty to share about what I’ve learned while building my business.]

As I type this, I will be speaking for a rather large group in 12 hours at Social Media Marketing World in San Diego. I’d be lying if I told you I’m not nervous. I still have nerves. But my reaction to public speaking is nothing like it once was.

My horrific memories are vivid. It could be a school class report. An update for the board of directors. Or a simple conference call. My chest tightened up. I could hardly breathe. I shook and struggled to make it through.

It was embarrassing. To this day, I don’t know how noticeable some of this was. But it tore me up inside. I was absolutely petrified of any type of public speaking.

And let me be clear: Public speaking wasn’t limited to speaking in front of large groups. As mentioned above, it involved moments in front of small groups or when it was only me and a phone.

Today, I don’t love public speaking. I’ve learned to enjoy it. I’m still no pro and will tend to be a little shaky at times. But I no longer panic for weeks ahead of time. And that’s huge progress.

If you’re an entrepreneur, you’ll undoubtedly run into at least an occasional public speaking opportunity. While I don’t think you should ever feel like you absolutely have to do it to advance, there certainly is a benefit.

So how did I move beyond this paralyzing fear? It didn’t happen overnight. It was a process. But I can trace it back to these things…

Record Videos

This is going to sound crazy to anyone who doesn’t deal with this anxiety, but even the act of recording a video was once very difficult for me. I’m not talking about live videos either. I’m talking about a situation where it’s just me and a camera. No one else. Pre-editing.

You can probably still see it when you watch my earlier videos. I struggled through. But I recorded video after video after video. Eventually, I’d get more comfortable.

As is the case with public speaking, I wouldn’t say that I love recording videos today. But it’s no longer difficult. I don’t stress over it. I can do it if I have to, and it may appear easy from the outside.

That is only possible due to the experience of recording many videos over the years. If camera time is too much for you, start with a screen share video where only your voice is audible. Then work your way from there.

Make no mistake, I prefer recording my screen only!

Record Podcasts

Like videos, starting a podcast wasn’t easy for me. It’s hilarious when I think back on it. I hit record, and no one else was listening. And yet, my voice was shaking.

But I’ve recorded well over 100 podcasts now. Maybe 200. And I’ve been a guest on close to 100 more. That experience helps a whole freaking lot.

One reason this helps is that I begin to have a routine. When I’m a guest, there’s a common story I tell. I’m never starting from scratch.

When I record my own podcasts, I cater to my own strengths and weaknesses. I keep it casual (that’s why it’s the Pubcast!). But it is somewhat structured, and I have certain things I always say at the beginning and end. Routine is important.

Like videos, podcasts help me with my ability to present for an audience. But since podcasts are more spontaneous than the typical video, they have likely done more to prepare me for speaking for a live audience.

Host Webinars

The parallels may be closest between hosting webinars and public speaking. In both cases, you may use slides (I do). The presentation still must change when speaking for a live audience, though. When you have a crowd, you need to engage more with the people in front of you.

But webinars have been critical to my development as a speaker. I host a webinar for the Power Hitters Club every week (now 145 of them!). I also host one or two live free webinars nearly every month.

This has gone a long way to helping me develop a voice. I also get a better sense for flow and rhythm — how long I should spend on each slide or topic, what is too fast or too slow.

Hosting live webinars is great practice for anyone looking to do public speaking.

Be Prepared

There’s no replacement for being prepared. One reason for the fear of public speaking is the fear of the unknown. I fear the worst possible thing that could happen.

What if my slides don’t work? What if someone asks me a difficult question? What if my presentation ends too soon?

I need to be confident in my content. I need to practice giving that presentation, even if it’s just for myself or in the mirror. I time it. And I edit anything that doesn’t flow properly.

Avoid Reading

One source of anxiety is feeling like you have to get everything perfectly. Every word. Don’t do that.

I have slides, but they are there as a guide to keep me on task. While my slides tend to have a lot of words, I don’t just read them. Each sentence is a jumping off point to another point that needs to be made.

More than half of your speaking needs to be off the cuff. You are responding to the slides and to the audience. If you know the content this well, you are less likely to be nervous.

Rest Well, Eat Well

I try to have a routine the night before and day of my presentation. I speak tomorrow, so I’ll get to sleep by about 11pm. I’m not going out tonight, even though there are pre-conference parties going on.

After eight hours of sleep, I’ll get up and run at 7am. I’ll grab breakfast with close friends. I’ll practice my presentation two more times. I’ll walk and clear my head with those same close friends. And then I’ll finally give my presentation.

It may sound like a process. It may be unnecessary for some. But that’s necessary for me, and probably for many who deal with this type of anxiety.

Your Turn

To be clear, I’m not a public speaking pro. I choose to only speak two or three times per year — for many reasons, but the stress and anticipation can be unhealthy for me. I do speak for some rather large groups. And you know what? When it’s all said and done, I have a blast doing it.

Do you deal with public speaking anxiety? Any other tips you’d add?

Let me know in the comments below!

The post Entrepreneurs: How to Overcome the Fear of Public Speaking appeared first on Jon Loomer Digital.

Entrepreneurs: How to Overcome the Fear of Public Speaking
Source: Great Facebook Feeds From Around The Web

How to Share a Facebook Advertising Audience or Pixel

If you are a consultant, work for an agency or ever need to advertise for others — or are a company working with someone who manages your Facebook ads — you may run into the need for sharing a Facebook advertising audience or pixel.

As we move forward, we’ll look at this from the perspective of the consultant, agency or entity that needs access to the pixel or audience.

Let’s take a closer look…

Why Share Audiences and Pixels?

If your client is an established brand that has advertised via Facebook before, they likely have the Facebook pixel on their website. They also likely have audiences that they have used before that have proven to be successful.

As a new advertiser working with this client, you can start from scratch with a new audience or leverage what was created before. Starting from scratch for a Website Custom Audience would mean adding a new pixel to the site, which is messy and won’t go back in time.

The post How to Share a Facebook Advertising Audience or Pixel appeared first on Jon Loomer Digital.

How to Share a Facebook Advertising Audience or Pixel
Source: Great Facebook Feeds From Around The Web

Entrepreneurs: 7 Reasons Why Content is Required

[NOTE: This post continues a series exploring the topic of entrepreneurship. While my focus has and will continue to be on Facebook ads, I have plenty to share about what I’ve learned while building my business.]

If you are an entrepreneur with a website, content is required. The inclusion of content humanizes your brand, provides proof of expertise and builds trust.

My website and business are prime examples of this. I am passionate about this topic because I’ve seen what a benefit content can be. I would never attempt to start a business without it.

I try to imagine if I had taken the short-cut approach. Many marketers in my field rely on sending people to a landing page to collect an email address and skip the content.

My traffic would be dramatically lower. My email list would be smaller. The remarketing power would be a fraction of what it is today. Most importantly, the level of trust and engagement would be nearly impossible to replicate.

I understand that my perspective comes from the info marketing and education industries. So my approach doesn’t apply to everyone equally. But I do feel strongly that all businesses should apply at least some piece of this approach.

I often hear from marketers who argue that they’ve found success without creating content. First, you’re in the extreme minority. Second, I contend that your level of success could be multiplied by adding in a layer of content.

Let’s take a closer look at the seven primary reasons why content is so important for a business website…

1. Prove Your Expertise

This is precisely one of the primary goals of my website. If I only sent you to a landing page for a product or opt-in, how do I prove to you that I know what the heck I’m talking about?

These free blog posts are my opportunities to do just that. The first time you clicked a link to visit this website, you may not have considered providing me with an email address. But after reading a no-strings-attached blog post helping solve a problem, your mind may have been changed.

A landing page, by itself, is mostly fluff PR. It’s very difficult to prove that you know anything.

But a blog post that doesn’t hold back information is a great vehicle for showing your reader the level of your understanding on a topic.

2. Highlight Complexity

I’ve often been criticized for giving away too much for free. Why would someone buy a training program, sign up for a one-on-one or join an exclusive community when they can just read my blog?

I find this to be a silly argument. Some people will never buy from me. Some people will rely only on my free content. That’s fine. They’re welcome to it.

But by writing close to 1,000 blog posts over the years, my blog highlights the complexity of this topic. There isn’t a simple formula to success. Things are constantly changing. It’s incredibly difficult to keep up!

As a result, those who read my blog appreciate how complex this topic is. They suddenly start to realize how much they don’t know. And they want to do all they can to sharpen their skills.

That, ultimately, leads to my paid products.

3. Attract Future Customers

Some marketers are hell bent on collecting an email address or squeezing as much revenue out of a single person today. It’s a short-term approach.

But I realize that you may not be ready to register for something of mine today. You may not want to buy something from me today. It may be because you don’t yet have the need or resources. Or maybe the level of trust isn’t there yet.

One blog post may be enough for you to realize that one of my paid products could benefit you. Or maybe it will take 10 blog posts. Or 20. Or you’ll never reach that point. Everyone is different.

A goal of this blog is that when you or a friend are suddenly in need of help with Facebook advertising education, my name comes up first. And that only happens due to a long-term commitment to content.

4. Build an Email List

Oh, I know. You don’t create content. You focus only on driving people to a landing page to build your email list. You’ve cut out the unnecessary work.

But no…

If you don’t create content, why would someone go to your landing page? It’s usually because you pay to drive that traffic. And costs to drive that traffic tend to be high.

When you visit my website, there tend to be multiple opportunities to provide an email address. Not in an intrusive, annoying, hard-sell way. But there are opportunities.

These pages get more than 200,000 unique visitors per month. A large percentage of that traffic is organic. And a nice chunk of those visits result in a new email subscriber.

Content helps me build my list efficiently in another way…

5. Build a Remarketing Audience

Who is more likely to provide an email address: 1) Someone who has never heard of you before or 2) Someone who visits your website frequently?

Yeah, it should be obvious. It’s the person who comes to your website frequently.

And keep in mind that the quality of the email address from a frequent website visitor should also be much higher. There is equity built with that relationship.

When I target people who have visited my website before with an opt-in opportunity, my costs and success rate are significantly better than targeting a cold audience. Of course they are, right?

It’s an unfair advantage, really. I get enough traffic now where I can focus not only on any website visitor, but my most engaged website visitor. Results improve even more.

6. Create a Traffic Engine

It took years of refining and figuring out my process, but I now have a well-oiled machine. It’s a traffic engine that keeps on working.

It’s not magic. It’s not a secret formula. It’s all very logical why it works. But it works incredibly well.

It functions like this…

I create and share content.
Remarketing audience grows.
Email list grows.
I promote content and opt-ins to remarketing list.
I promote product to email list and remarketing list.
I create and share content.
Remarketing audience grows.
Email list grows.
I promote opt-ins to remarketing list.
I promote product to email list and remarketing list.
I create and share content…

Every time I create new content, this process repeats. I share it to my Facebook page and Twitter. I promote it with Facebook ads. I share it to my email list. Those who visit may share with their friends.

My email list is constantly growing. The traffic is constantly churning. And I always have a warm audience of people who are willing to buy from me.

7. Build Loyalty

People hold no loyalty for a logo. No loyalty for a landing page.

But every piece of content you create is an opportunity to build on a relationship. Trust increases. Loyalty increases.

When someone purchases a product from me, I don’t want it to be because I did a good job of convincing them to buy from a landing page. I don’t want it to be someone who stumbled on me for the first time, and I talked them into it.

This type of customer — this type of sale — is the highest risk for me. They are much more likely to result in dissatisfaction. It’s not worth the additional effort. I’d rather you don’t buy in the first place.

But if you know me — if you’ve read my blog for some time, have been on my email list and attended a free webinar or two — you know what I’m all about. You know what to expect. You are much more likely to hold a sense of loyalty.

Not only are you more likely to benefit from your purchase, you are more likely to buy again. That’s what I want.

Quality Matters

With all of this talk about content, understand that quality matters. This should be obvious, but it isn’t to everyone. You can’t just create any old content and expect the “traffic engine” to fire on all cylinders.

While volume of content matters, focus on quality first. If you prioritize volume, you risk doing damage to your brand and reputation, impacting level of trust and loyalty.

Content Types

While my focus has been on my blog, know what you do best. You can also create content via videos or podcasts, for example. Just know that a blog may be most efficient.

That statement may be out of ignorance due to results I’ve seen, but the impact from my blog vs. podcasting and video isn’t even close.

Find Your Content Focus

I wrote about this topic already, so we won’t re-write it here. But a quick refresher is in order.

You need to think about…

  1. What is your topic of expertise?
  2. What are the questions your customers and potential customers are asking?
  3. What topic provides volume of content opportunities?
  4. What information may be valuable to your target audience?

This is a start. Experiment to find what works and what doesn’t. But read that blog post on content focus for a deep dive exercise to help lead the way.

Your Turn

Content drives my business. I would have nowhere close to the level of success I’ve enjoyed without it. So I hope that this helps convince you of the importance of content and gives you some early ideas for your own content plans.

Anything you’d add? Let me know in the comments below!

PHC – Entrepreneurs

I’ve been planning an exclusive community only for entrepreneurs. Is this something that you’d be interested in?

The details are coming together, but it would build off of my current Power Hitters Club model that I use for Facebook advertising communities. The foundation would be a helpful, supportive, private community of entrepreneurs like you. Your “go-to” resource for sharing and getting answers. It would also likely include some type of content — potentially regular webinars or guides for members only.

If you’d be interested in something like this, simply fill out the form below or go here to join the wait list. You’ll be the first to know when the community is ready, and you’ll also be an important contributor to what is eventually rolled out.

The post Entrepreneurs: 7 Reasons Why Content is Required appeared first on Jon Loomer Digital.

Entrepreneurs: 7 Reasons Why Content is Required
Source: Great Facebook Feeds From Around The Web

How to Create Facebook Ads for Instagram Stories

Facebook advertisers now have the ability to create ads that reach users within Instagram Stories. Here’s what you need to know…

Instagram, as you know, is owned by Facebook. Instagram Stories are collections of images and videos that users create, similar to SnapChat Stories. If you are old (hey, settle down — I’m old, too), just know that this is all the rage and something the kids are doing these days. Facebook not only copied it for Instagram Stories but started doing the same for Messenger Day.

So… You want to create Facebook ads for Instagram Stories, eh? Let’s get to it…

Facebook Ads for Instagram Stories: Background

Facebook advertisers can now select Instagram Stories as a placement when running ads within Power Editor, Ads Manager or tools utilizing the Facebook ads API. Advertisers can place an ad image or video (up to 15 seconds) between Instagram Stories.

Of course, you won’t be able to choose which Instagram Stories feature your ad, just as you can’t choose which video, app or website it appears in or on.

Connect Your Instagram Account

If you haven’t yet connected an Instagram account to your Facebook ads account, you’ll need to do this first. Go to your Business Manager settings…

Facebook Ads Instagram Stories

Select “Instagram Accounts” under “People and Assets” on the left.

Facebook Ads Instagram Stories

Click to “Claim New Instagram Account.”

Facebook Ads Instagram Stories

Enter your Instagram login credentials…

Facebook Ads Instagram Stories

Select the ad account(s) that you want to access this Instagram account…

Facebook Ads Instagram Stories

Now you should be good to go!

How to Create Facebook Ads for Instagram Stories

Within either Power Editor or Ads Manager, create a campaign using the Reach objective.

Facebook Ads Reach Objective

On the ad set level under placement, you may now see a message about creating ads for Instagram Stories…

Facebook Ads Instagram Stories

You’ll want to edit placement to include only “Stories” under “Instagram.”

Facebook Ads Instagram Stories

Once you make that selection, other placement options will uncheck (you can’t use other placements in addition to Instagram Stories).

At the ad level, you’ll have the option of including a single image or a single video…

Facebook Ads Instagram Stories

If using a single image, Facebook recommends 1080 x 1920 pixels (9:16 aspect ratio) with little or no text.

Facebook Ads Instagram Stories

If using a single video, it can’t be more than 15 seconds long with a file size of 2.3 GB. It also needs to be a 9:16 aspect ratio and at least 720p quality.

Facebook Ads Instagram Stories

You’ll then need to either select an Instagram account or have the ad come from your Facebook page.

Facebook Ads Instagram Stories

Enter tags or tracking if you want, but otherwise you’re all set to launch a Facebook ad within Instagram Stories.

Disadvantages of Facebook Ads in Instagram Stories

In the final step above, you may have spotted the potential disadvantages of running ads within Instagram Stories: You can’t promote a link or add text.

You are limited to a single image or a single 15-second video only. Your message is going to come from that creative, and nowhere else. You will have no opportunity to send people to your website.

Ways to Use Facebook Ads in Instagram Stories

Since there isn’t (currently) an opportunity to send traffic with your Facebook ads in Instagram Stories, this is purely an awareness play. And given that the only objective you can (currently) select is Reach, this shouldn’t be a major surprise.

Your image or video needs to make a memorable statement. And since Facebook doesn’t like images with text, that may prove challenging without the use of a video.

In most cases, I’d recommend utilizing the video format. You have 15 seconds to tell your story and make an impression.

This wouldn’t be an ad unit to lean heavily on for sales and traffic, obviously. But it could be a first step in a product launch to get the attention of a potential audience.

My assumption is that you could create an Engagement Custom Audience of those who have watched the video. That would then allow you to create a second ad that targets those who watched it featuring a link to your product (or website).

Your Turn

Do you have the ability to create ads within Instagram Stories yet? How might you use it?

Let me know in the comments below!

The post How to Create Facebook Ads for Instagram Stories appeared first on Jon Loomer Digital.

How to Create Facebook Ads for Instagram Stories
Source: Great Facebook Feeds From Around The Web