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Facebook Advertising

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Facebook is one of the biggest platforms businesses can advertise their products and services on. Increase your brand’s visibility, reach your target audience, and stay ahead of the competition with Facebook Advertising today. We’ll ensure your ads are affordable, effective, and fast.
JP Morgan
JP Morgan
JP Morgan
Facebook as an advertising platform

What are Facebook ads? 

Facebook ads are paid messages that businesses place on Facebook.

They differ from Google Ads in that Facebook allows businesses to adjust more variables while creating advertisements. 

Some of these variables include the target audience’s:

  • Location

  • Spoken languages

  • Interests (interests, likes, and hobbies from their Facebook profile)

  • Education level or history

  • Job title

  • Income

  • Political affiliation

  • Behaviors and recent purchases

  • Major life events

  • And more

Factors like the timing of a post to its wording plays a key role in the way an ad appears to its target audience. 

A Facebook ad can be shown to a specific target or a broad audience for ease of reach. 

While Facebook Ads work in a similar way to ads on other advertising platforms, they make use of Facebook’s user database, and any ad can easily be updated to reflect the changing tastes of a target audience or to focus on a new audience altogether.


Benefits of Facebook ads

Why use Facebook Ads?

While other platforms also bring results, there are many reasons to use Facebook Ads over the long run.


1. Micro-targeted audiences

One of the main benefits of advertising on Facebook is that as a massive platform, it is rich in data. This means you can target narrow audiences that are best for your business.

2. Chosen metrics can be tracked in real-time

Maximizing efficiency and providing consistently positive customer experiences is one of our main objectives with our services. One of the most helpful features of Facebook Ads is the ability to track metrics like reach, conversions, and user engagement in real time. This makes it easy to determine which of your ads is the most impactful.

3. A variety of ad types for your business needs

Facebook advertisers have tons of targeting options and campaigns to choose from. The variety of ad types helps businesses of all shapes and sizes meet their objectives. Check out the different types of Facebook ads below.

4. Affordability

When advertising on Facebook, you don’t necessarily need to spend a lot of money. You can start out by investing just a few dollars a day on each variation we create. Once we analyze the results, we’ll advise you on how to spend based on your best-performing copy and most receptive audience.

In addition to the various powerful tools and data gathering methods at your disposal when you use Facebook Ads, here are a few other reasons to use it:

  • "Facebook" is the most popular search term worldwide

  • The platform has 2.4 billion users and more than 7 million advertisers

  • Facebook users spend an average of 35 minutes a day on the platform

  • 68% of adults in the US have an active account

  • Meta owns both Facebook and Instagram, which connects both platforms together

With these points in mind, it makes sense to consider using Facebook Ads to reach a broader, more interconnected audience. 


Types of Facebook advertisements

The main types of Facebook ads

Facebook ads are paid messages that are posted on their platform. They can target specific demographics or a wide range of people who fit into a particular interest group.

Image ads

Draw people to your website or app through meaningful visuals. You can use your own images or choose stock photos to tell your story to the world.

Video ads

Showcase features and attract people through sound and motion. You can also create videos in Ads Manager using Facebook’s video creation tools.

Carousel ads

Use carousel ads to showcase different images of a product or a long photo that people can look at. Up to 10 images or videos can be shown in an ad, each with a link of its own.

Collection ads

Display items in a catalog and encourage shopping. Each ad is customized for the user who sees it. Dynamic options can showcase products in various ways.

The four features of Facebook Ads

Facebook Ads include a number of features to help advertisers target their audience and draw them in. Facebook’s aim is to show users stories that matter to them, and its way of determining whether to display specific posts is through the following criteria: 


1. Inventory

This criterion tracks all the content that could possibly be shown on a user’s feed. Facebook tries to send its users the content they want, and it is from here that it showcases materials that could appear on a user’s feed. The content displayed is fairly broad and reflects the material that users are particularly receptive to based on their activity.

2. Signals

This criterion examines specific markers about a post, such as the way users interact with it, the time it was posted, and the number of likes.

Through signals, Facebook is able to get an idea of why a post is popular, which in turn determines the likelihood of it appearing on a user’s feed. A post’s active signals (likes, comments, and shares) and passive signals (time of posting) are the only metrics that a brand can influence. Morphosis offers a way for companies to help their brands create signals.

3. Predictions

This criterion determines the likelihood of a user interacting in a positive way with a post. As noted before, these predictions are based on the user’s history on Facebook, such as the content they consume and the amount of time they spent on a page or post. Predictions are affected by user input, and as users’ tastes vary, so do the predictions and chances of positive interaction with a post. 

4. Score

This is a score formed from the previous three categories that shows the chances of positive interaction with a post. A score is cumulative and examines the ways that inventory, signals, and predictions interact. The content that will likely appear on a user’s feed, the specific markers that determine a post’s appearance to a user, and the likelihood of a positive interaction provides Facebook with a numerical idea of a post’s popularity.

Our approach to Facebook advertisements

A data-driven approach to Facebook Ads

1. Choose your objective 

Determine the outcome you want for your advertisement, ranging from increased brand awareness and sales to app downloads. 

2. Select your audience 

Use what you know about your audience in order to reach them. Select the demographics, interests, and other factors that best represent your audience. 

3. Decide where to run your ad

Choose the platform where you want your ad to appear, whether Twitter, Instagram, Facebook, or all of the above. You can also decide the type of mobile device your advertisement will be shown on. 

4. Select your budget 

Place a daily or lifetime budget for your advertisement, as well as the time period when you want your ad to run. These limits ensure that you never go over budget. 

5. Pick a format

Select from up to six versatile formats. All are designed to operate across all devices and various connection speeds. A single image or multi-image format are just some of the options. 

6. Place your order

Submit your ad and it goes through Facebook’s advertising auction, ensuring that it reaches the right people. 

7. Measure and manage your ad

While your ad is running, you can measure it through Facebook Ads Manager. Each version of your ad can be viewed here, and you can tweak it as needed.

How Facebook ads work

Making the algorithm work for you

Know your audience

Morphosis helps companies target the right audiences to help them grow their online presence. To make the most out of Facebook Ads, we offer the following methods of targeting. 

Detailed Interest Targeting enables us to help clients find people based on information that can be found on their profiles, such as their favorite movies and music, and their posts. These specific target groups yield a high return on investment.

Broad Category Targeting enables us to reach a wider audience, particularly if a client is interested in reaching a larger audience. Supplementary tools such as Facebook Pixel and other add-ons can help us improve the quality of our data.


Retarget your audience 

Retargeting an audience that might already be interested or familiar with your brand is worth considering. 

Our team offers services to create ads that can showcase products or services that users may be interested in based on their previous actions.

Metrics that we examine include visitors of your website, customers who bought your products before, and those who just browsed your products without buying anything. 

Track your ad performance

Although Facebook no longer offers a way to track conversion rates, we can still gather this information gap with Google Ads.

Although ads eventually lose traffic over time, it is still possible to renew them and regain lost traffic. 

Meet our team

At Morphosis digital consultancy, we have a vibrant team of marketing experts who will help deliver impactful results for our clients. The needs and desires of end users are at the forefront of everything we do. Let us help you grow your business. To find out more about how we can help you grow your business in the digital age, get in touch with our team today.


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Know your users. Make strategic choices. Build better products.