Advertising an essential service or product? Here’s how to maximize effectiveness.

Advertising an essential service or product? Here’s how to maximize effectiveness.

While the upcoming decade is sure to bring many changes to the state of digital advertising, one thing’s for sure: Facebook advertising isn’t going anywhere anytime soon. The social media platform’s user base is massive – 2.41 billion active monthly users and counting – and 43 per cent of B2B marketers say Facebook is their most important advertising channel.

Needless to say, as long as Facebook keeps selling ad space, marketers will keep buying – which means it’s becoming increasingly difficult to get your ads to stand out on the oversaturated platform. If you’re looking for a New Year’s resolution, may we recommend beefing up your Facebook advertising skills?

Here’s how to get started:


Say more with less

Back in August, Facebook announced that ads will only show three lines of text, a major decrease from seven. To get your brand’s message across, make it short, succinct, actionable and snappy. Mobile photo size ratios have also decreased, so ensure you’re up-to-date on the current photo specs before creating your ads.

Rethink how you budget

As of September 2019, Facebook has shifted the way you manage your ad budget. It was previously done at the ad set level, but now Facebook will “set one central campaign budget for all of your ad sets” and will automatically distribute that budget to your best performers. You will only be able to set minimum and maximum spend limits at the ad set level, meaning you’ll have less overall control. However, Facebook says this shift will help marketers achieve better results at a lower cost.

Focus on mobile

Shockingly, 94 per cent of Facebook’s advertising revenue comes from mobile users, an increase from 91 per cent in Q2 2018. To keep up with the ever-growing demand for mobile content, optimize your efforts – mobile image and ad specs differ from mobile to desktop. To hook those mobile users, your content also has to be concise and clear. No one has time to read big, clunky paragraphs!

Give video a try

On Facebook, the average engagement rate is 3.6 per cent – but the engagement rate for video content is 6.13 per cent! Whether you invest a lot or a little in video ads, you’ll dramatically increase the chance of engaging your target audience.

Invest in education

If your organization is unsure of how to take full advantage of Facebook’s advertising opportunities, consider getting help from an expert. Communicatto Academy might just be the perfect opportunity for your team to prepare for 2020 and beyond.

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