In this blog, we’re going to answer the 29 most important Facebook advertising questions.
If you’re preparing for your Facebook ads interview, Facebook ads manager interview, or Facebook marketing interview, these questions and answers will help you impress your interviewer.
In case, you are already working for a company and handling their Facebook marketing, then these detailed answers to various important Facebook ads questions will help you craft a successful Facebook marketing and advertising strategy.
You’ll learn the basics of Facebook advertising, Facebook advertising mistakes that a brand must avoid and some extraordinary examples of highly creative Facebook ads ever run.
In addition, you will learn what differentiates good Facebook business ads from bad Facebook ads.
So, let’s dive in.
Q1: What is Facebook Advertising?
Before answering that, let’s see what the two words it is made up of mean.
Understanding Facebook
Facebook is a social networking website where people socialize with other people and share pictures and videos with them.
It allows you to send friend requests to others and accept other people’s friend requests sent to you. Once you both are connected, you can see what each other has to share.
Facebook for business uses a Facebook page rather than a Facebook personal profile.
There are few similarities but also many differences in how Fb pages and profiles work.
The main similarity is that both let us connect with the people but the major difference lies in how we are connected.
Facebook profile is a two-way relationship. One sends a request, the other accepts it and now both can see each other’s profiles.
On the other hand, in the case of a Facebook page, a fan likes your page (not sends a friend request).
Now they can see your page but you can’t. You can say it is a one-way connection.
Maybe that’s why it needs extra effort while advertising to attract those people to form this type of connection with your brand.
Understanding Advertising
Advertising is how you get your message across to your audience.
It’s the process of creative communication that makes your customers aware of your product’s unique value.
Not just making your products desirable to your audience, advertising also builds a unique connection between those two.
And this connection is what is responsible for increasing your sales.
This will make sure that your customers never forget about you.
Also, it will make them prefer you over others and build their loyalty to you.
So, when the two words are combined together, we get the definition of Facebook advertising.
Facebook advertising means using Facebook to find and retain customers for your product.
Q2: Why Should You Advertise on Facebook?
Let’s start with facts:
Facebook has 2.37 billion users.
Out of this, Over 1.49 billion are daily active users.
Not only this, Facebook adds 500,000 new users every day.
Moreover, 26.3% of the online population is using Facebook.
These numbers tell us about the popularity of this social networking website.
An ad there can help us reach those 2.37 billion people.
A reach like that is not possible unless and until you are doing a worldwide TV campaign.
Having created ads for most of the Fortune 500 companies, this is something I have learned as a Madison Avenue Adman – You go wherever your audience is.
Earlier, we were spending a lot of time on TV and TV advertising started booming.
Now, we are spending most of our time on Facebook, and with that, the importance of Facebook advertising is rising.
Q3: Why do Ads on Facebook Work?
Facebook connects a lot of people from different parts of the world. Many other social media apps also offer a great experience like Facebook in fact some even more.
However, the best thing about Facebook is that it is very easy to operate and everyone is there on Facebook. If you need to target all age groups, Facebook is your best shot.
So, your ads reach the most here. It helps in generating trust between you and your customers which in turn will help in the generation of sales.
Read: Hidden Secrets To Using YouTube Studio For Advertising Your Brand
Q4: How do Facebook Ads Help in Customer Targeting?
Facebook ads use various factors like the location of your audience, customer behavior and preference patterns, demographics, interests, etc. Your ads will be automatically shown to people who have some interest in your brands or who find them relevant.
Moreover, Facebook uses pixel data, impressions, engagement rate to create a list of people. Facebook can also target people with interest in their competitors’ business.
Similarly, targeting people who have similar interests means new customers from different sectors. Create a source audience of people you know and Facebook will target those with similar interests and show them your ads.
Read: Digital Audience Targeting Strategy: A Comprehensive Guide
Q5: Why Should E-Commerce Brands Use More Facebook Ads?
Facebook is a social platform. Here you can build relationships by using brand stories to communicate with your audience. Facebook will help you to find new customers based on your past customers’ characteristics.
When you use the Dynamic ads type, this will help in attracting customers to buy your products. Facebook also has a feature of multi-product ads. Here you can show multiple products in a single ad.
This helps in showing transparency in your products. Images are the highlight. Show a lot of images in your ads so that people can’t unsee your ads when they scroll through their feed.
Q6: What Types of Facebook Ads are There?
Facebook ads can be categorized based on various factors.
It itself categorizes them on the basis of your business goal which can be – awareness, consideration, and conversion.
So, we have Facebook awareness ads, Facebook consideration ads, and Facebook conversion ads.
Q 7: What are Facebook Awareness Ads?
As the name suggests, you are trying to increase the brand awareness of your products here.
You want to reach as many people as you can with your ad and want them to learn more about you.
These are the kinds of ads you should do in the first stage of customer acquisition.
I have worked with many clients who had a tough time understanding the importance of these.
Every one of them wanted to jump directly to the third goal of conversion.
Every ad type is done for a purpose and as a business owner, you should pay attention to that.
You can’t make a person buy an unknown product that he has never even heard of.
Conversion will be a faraway thing, you might end up just annoying your possible customers and scaring them away.
That’s why you have to run ads reflecting the right goal. If you have a new product, you want to start with a brand awareness ad so people know you and your products better.
These can again be categorized into three categories which are –
-
- Brand awareness
- Local awareness
- Reach
Question 8: What are Facebook Consideration Ads?
Once your targeted audience becomes aware of your product, they will start developing an interest in it. Once they develop interest, they will start considering your product.
This is the second stage of your customer acquisition cycle. At this stage, you run Facebook social ads with ‘consideration’ as your business goal.
These can be further categorized into the following categories.
- Traffic to your website
- Engagement
- Post likes
- Post engagement
- Offer claims
- Event responses
- App installs
- Video views
- Lead generation
- Messenger Ads
Question 9: What are Facebook Conversion Ads?
Once you have crossed both the above stages, you are ready for the third one which is conversion.
What does this imply? Your audience knows about your product. They have also considered buying your product.
All they need now is a little push that can help them make this decision faster. So, you run some Facebook conversion ads.
These can be further categorized into –
- Conversions
- Product Catalog Sales
- Store visits (limited availability)
- Facebook ads can also be categorized based on their formats.
Q10: What is a Facebook Video Ad?
PC – Tech Crunch
As the attention span of the users is becoming shorter and shorter, video ads are gaining more popularity.
They are also more engaging as both the visual and auditory senses are involved.
This ad type can be used for brand awareness, app installs, reach, traffic, conversions, lead, video views, and engagement ads.
Many of these ads play without any sound first unless the Facebook user has other settings. Consequently, these ads demand extra creativity.
These ads need to be equally engaging even without audio.
Not just that, it should also make users curious and lead them to unmute the ad.
Read: Online Video Advertising Tips To Make A Big Difference
Q11: What Should be the Facebook Video Ad length?
Now, short videos are in great demand. The trend is short videos with good content, humorous or creative. You can create various small ads maybe 30 seconds, a minute and so.
A two-minute video is more than enough to show your customers what your brand is. Video ads are one of the best forms of ads where you can get people hooked on to for some time with your brand.
There are times when the feed is boring but your ads turn out to be more interesting.
In such cases, people will be more interested to watch and you can direct them to your websites.
Short, simple, with a good message that should be your aim, so that you can grab your audience’s attention, show them your message, and leave them to decide.
Q12: What is a Facebook Photo Ad?
The image forms an important part of these ads.
These images combined with killer heading and engaging descriptions to make an impact.
Also, these ads are used as a part of other ads like Facebook lead generation ads and Facebook carousel ads.
Even though the name gives the impression that these are the easiest ad type but they are not.
Imagine them as another form of billboard advertising.
You must be seeing many billboards every day but how many of those actually caught your attention?
Maybe 1 out of 100. Maybe 0 out of 100.
This is the reason that you can’t take a photo ad lightly. They need to be catchy, attention-grabbing, and extremely engaging.
Q13: What is a Facebook Slideshow Ad?
PC – Connectio
As the name implies, these ads are made up of many images shown in the form of a slideshow. These ads can be used to share a story.
Q14: What is a Facebook Carousel Ad?
These are the Facebook ads that show 3 to 5 images/videos. All these photos and videos have their own headings, short descriptions, and even a call to action.
These ads are horizontally scrollable on desktop and vertically on mobile. You can use these ads to show all the details of a product.
You can also use these when you want to share a product story and it needs at least 3 images to tell that.
Q15: What is a Facebook Dynamic Ad?
PC – Adespresso
These were earlier known as dynamic product ads.
They connect your store’s product catalog to Facebook.
These are a kind of retargeted form of advertising.
If anyone goes to your website, checks out your products (let’s say dresses), and then goes to Facebook, these ads will start showing.
The best part, these ads are personalized. So, they have a higher chance of winning over your lost customers.
Q16: What is a Facebook Lead Ad?
PC – Leads Bridge
These ads help in building an email list of leads for your business.
This ad helps your prospect to sign up if they find your product interesting with very little effort.
They are not even required to leave Facebook as they form to collect data on Facebook and not on your website.
It is a good and fast way of building a list. But as the users have not left Facebook and visited your website, it will need extra effort to convert them from leads to customers.
The effectiveness of these ads is very much dependent on good graphics, good messages, and good execution.
To increase the result rate, you should include a creative agency to work with you on this.
Q17: What is a Facebook Canvas/ Instant Experience Ad?
PC – NewsFeed
These ads are only available for the mobile news feed. These are interactive ads and are meant to increase the engagement of a product with its users.
Your audience can zoom in and zoom out on your products.
The most important part is that these ads load ten times faster than other ads.
You get a full-screen experience of a product on mobile phones.
You also get an interactive as well as immersive product experience.
These are mainly used for brand awareness and web traffic.
Q18: What is a Facebook Collection Ad?
PC – Tech Crunch
As the name suggests, you can show the collection of your products.
It generally shows one large image and many small images below it.
You will help your audience to browse and discover your products in an easier way.
These ads can also be categorized based on their platforms –
- Audience Network
- Messenger
Q19: How are Facebook Ad Campaigns Different From Other Ads?
Every advertising channel is unique and ads are according to that.
Google advertising targets in-market and highly qualified leads.
These are the people who are actively looking for your products.
Facebook business advertising is a little different.
The users present there are not looking for any product.
They are using that channel to socialize with people and relax. Whatever ads will be shown on this channel are going to be interrupting a user’s flow for sure.
All you have to do is to keep that interruption to a minimum. Try to integrate your product advertising on Facebook as seamlessly as you can. It should appear as a part of their news feed.
Go Organic And GMO Free!Effective Grass-fed Marketing & Advertising Techniques
Q20: What Kind of Ads Work Best on Facebook?
Though it actually depends on your business goal, I favor video ads a lot.
Videos are gaining popularity and they are better at gaining your customers’ attention than other formats.
I am sure that other Facebook advertising experts will also agree with me on this
According to Social Media Today study, four times as many customers would rather watch a video about your product than read about it.
Q21: How to Advertise on Facebook? 12 Steps
You have taken the right decision if you have decided to advertise with Facebook. Here is what you have to do –
1) Choose your business objective
2) Name your campaign
3) Setup your Facebook ad account
4) Target your audience
5) Defining the target audience needs proper market research. (Your Facebook ad will only be effective if you are showing the right ad message to the right people.)
6) Choose your Facebook ad placements
7) Next, choose a device type
8) Then, choose a platform
9) Also, choose placements
10) Choose specific mobile devices and operating systems
11) Set up your budget and schedule
12) Create your ad
You might be required to work with a creative agency that can do more than just combining images and videos with text.
You need somebody who can strategize and design the kind of message that will make the most impact, in a format that will grab the most eyeballs.
Q22: How to Create a Well-Designed Facebook Ad?
You need to ensure that you know your message and target well to design good and effective advertisements for your brand. You must make your advertisement reach your target audience in the best possible way.
Your advertisements describe your brand. Your ads should be the appropriate size for both the desktop as well as the mobile version.
The mobile experience should be very smooth as the world is shifting more into the way of the smartphone today!
Q23: Can You Edit Your Ads on Facebook Once Posted?
Facebook has a really cool feature where you can edit and update your ads anytime you want.
Login to Ads Manager and update your ads. Your customers see your ads and then decide about your brand.
Therefore, make sure that you give out the best to your customers.
Q24: What are Some Common Facebook Advertising Mistakes?
The ease with which the ads can be created on Facebook makes a business owner take these ads not very seriously.
This many times leads to an ineffective ad creation that is not able to match up with your goals.
Mistake 1: Ineffective Advertising
Facebook advertising is still a form of advertising and advertising is more than just an image with some text.
If you are in the US, you must be seeing around 4,000 to 10,000 ads every day.
How many ads can you remember?
Do you remember any ads that you saw in the last hour?
Even if you do remember one or two ads today, do you think you will remember these ads even after a few days?
If the answer is yes, then you have witnessed the magic of good advertising.
Good advertising is memorable. Good advertising is effective.
Mistake 2: Wrong Targeting
Many times I have seen business owners make this mistake.
I will share one example from my work experience.
One time when I was having a discussion with one of my clients, he told me that his target audience is young girls from the age group of 13 to 25.
A lot of market research in the form of focus groups, interviews, surveys, etc, and data gathered through initial advertising revealed that the ideal target market was women in the age group 35 to 55 years.
I am telling you this to make you understand that targeting is based on vast and detailed market research.
It is not based on our assumptions. It might appear to you that your target audience is the ABC category but you will be surprised to know that your audience is in the DEF category.
A bad targeted ad is just a waste of money and as a business owner, you should save yourself from such mistakes.
Mistake 3: A Wrong Ad at a Wrong Time
Facebook advertising is divided into three categories of awareness, consideration, and conversion.
A user who doesn’t know about your brand should be shown an awareness ad and not a conversion ad.
If you are showing the wrong ad at the wrong time of a customer journey, you won’t be able to convert that user.
Mistake 4: Only One Ad
Many business owners run an ad once, don’t see results, blame the channel, and stop it altogether.
I always tell them and I am going to tell you as well that one impression of an ad is not enough.
Studies show that a user needs to encounter your brand at least 7 times before he decides to purchase from you.
It doesn’t mean you keep showing him the same ad again and again. This will only end up making him frustrated.
These interactions need not be on the same platform. These need not be just ads all the time.
It can be 3 Facebook ads, 2 google search results, 1 website visit, and 1 Instagram post or something totally different.
Q25: How to Decide the Ad Spend?
There is no fixed answer to this.
I will recommend keeping the biggest share or the second-biggest share of your marketing budget for social media advertising including Facebook advertising.
Also Read TikTok Advertising For Your Brand: Here’s How To Do It
Q26: How to Analyze the Results From Facebook Ads?
When you run your Facebook ads and campaigns, look at the basic details first as if they are commenting on your ads and liking it, their impressions, and engagements.
You can also check the click-through rate. Click-through rate is basically when the customer watches your ad and clicks on the link to reach your website.
The more clicks you get, the better is your reach. You can also use Pixel for your help.
Recommended: Latest Trends Show That Data-Driven Digital Marketing Is Not The Future. Here’s Why
Q27: What is Pixel on Facebook?
PC – Hootsuite
Pixel is a tracker through which you can track your analytics. It helps Facebook to get the metrics of your website visitors. You can know the entire journey of your visitors on your website.
It also helps in setting up events like donations, registration, etc. If someone visits your website and purchases a product, the Facebook pixel is triggered and reports this action instantly to you.
This is a great feature as now you will know when all the customers are most active and what product they like to purchase more. You can do a good study and make strategies for better ads.
Q28: How to Decide Which Facebook Ad is Good?
All these ads are rated based on three important factors – 3 factors that make an ad successful according to the best creative ad agencies. These are:
1. Creativity
This is the factor that differentiates a good advertisement from a bad advertisement.
If your ad campaign lacks creativity, it will be ignored.
It will be forgotten, and An ad that can be easily forgotten is not a successful ad campaign.
Moreover, A creative ad won’t hesitate to experiment with new and untested ideas.
Creativity comes when you don’t follow a set of rules or templates used by others in your advertising.
This means, You carve your path and come up with something artistic.
Related: Creative Or Data-Driven Digital Marketing: Which Should You Prefer & Why?
2. Engagement
As we are talking about digital campaigns, engagement forms an integral part of these.
If the ad was good, people will engage and talk positively about it.
They won’t shy away from sharing that with their friends.
3. Ad Recall Value
Ad recall value measures how long will you remember an ad that you just saw.
All those ads that you saw in your 90s and can still recall even now are examples of good advertising.
You don’t want your ad to be forgotten. On the other hand, you want it to make people nostalgic.
Read: 6 Strategic Digital Advertising Tips And Tricks For Startups (Agency Secrets…Ssshhh!!!)
Q29: What Are the Best Facebook Ad Campaigns of All Times?
Whopper Facebook Campaign
One of the most viral and wild Facebook campaigns ever done by a brand.
This campaign created for Facebook was about how many friends can you sacrifice on Facebook for a whopper.
If you unfriend ten friends on Facebook, you would get one free Whopper.
It did not just increase the Facebook app downloads but also increased the rate at which people unfriended others for a free Whopper.
200,000 friends were unfriended in just a few days.
Moreover, Many Facebook users created groups who offered to be added as a friend and unfriended to get a free whopper.
However, Unfortunately, Facebook disabled the campaign after ten days as it was claimed it violated their privacy terms.
This gave even more buzz and popularity to the campaign. Negative publicity is also publicity after all right?
Ikea Facebook Campaign
Ikea has been known for using brilliant digital campaigns for generating brand awareness. And yet again, they outdid themselves.
This ad was run by Ikea to promote their new store.
Here, They created an account for their store manager and started uploading various showroom pictures.
And then, anyone who tagged his or her name first in a product in those pictures won that product.
Needless to say, It was a great campaign.
Each tag by a user increased its reach and spread the message, and the campaign brought 4000 new followers to Ikea and is no doubt one of the best Facebook ad campaigns.
Scope Mouthwash Facebook Campaign
Now not to brag or anything, but this campaign that won the hearts of several people was designed by none other than our guy.
This extraordinary campaign by Todd Perlemuter (CCO, Bizadmark) was a rebranding campaign that was created to encourage people to be courageous. (Watch how our award-winning Chief Creative Officer, Todd Perelmuter, dissects, dismembers and destroys all the noteworthy and cringeworthy ads on Instagram. #ToddsTake)
The campaign included changing the entire social identity to reflect the changes.
Not only this, people started getting inspired by it and shared their pictures of being courageous.
It gained huge popularity and was able to earn 450,000 fans on Facebook.
This was one of the reasons why it was awarded the Facebook prestigious award which is only reserved for the best Facebook campaigns.
Oreo Facebook Campaign
This is an example of not just great advertising but also great real-time advertising. We have one of the best Facebook ad campaigns here.
Winning Superbowl ads are what every brand dreams of and In 2013, Oreo was able to leave behind all those Superbowl ads with its one tweet.
During the match between the San Francisco 49ers and the Baltimore Ravens, the power went out. And without much delay, Oreo seized the opportunity and tweeted the above post.
Everyone retweeted it almost 10,000 times.
Read: Effective Instagram Marketing Tips
This is an amazing example of how quick thinking wins the game sometimes as the creative team was able to come up with this idea in a very short amount of time and won the Superbowl.
Coke Facebook Campaign
Now, For promoting Coke Zero, Coke launched a very interesting digital campaign known as ‘Facebook Profiler.
It was a Facebook app that let users find their doppelgangers or look-alikes on Facebook.
The campaign wanted to create awareness that just like you have a look-alike, Coke also has a look-alike in the form of Coke Zero and it succeeded.
Key Takeaway: 29 Facebook Advertising Questions
As more and more people move to Facebook, it continues to be a popular channel for digital advertising. But you want your ad to be gripping and not another noise on Facebook.
Before you advertise, you should first decide your business goals. It will decide the path of your advertising strategy.
Once you know that, you should work with a creative ad agency that can match your brand style and make you stand out even in a crowd of 2.37 billion Facebook users.
Once you know the answers to these Facebook ad questions, creating a perfect Facebook ad is just a few steps away.
Facebook Advertising Courses That We Recommend
If you need more detailed information on Facebook advertising, here are a few Facebook courses that can help you out.
1. Become a Facebook Ads Specialist | Advertising Masterclass
You’ll learn how to create Facebook ads – beginner to advanced levels.
2. Facebook Ads: Business Manager And Facebook Ads Retargeting
In this course, you’ll learn how to create advanced Facebook ads, how to use Facebook pixels, how to create a custom and lookalike audience, and more.
3. The Complete Facebook Ads Course – Beginner to Advanced
In this course, you’re going to learn how to create a Facebook advertising strategy, how to retarget and create remarketing ads.
4. Facebook Ads for E-Commerce: The Complete Guide
In this course, you’re going to learn how to create and successfully run Facebook ads for e-commerce brands.
5. Facebook Ads for Beginners
It provides a beginner-level course on how to use Facebook for increasing the revenues of a business.
This post contains affiliate links. Clicking on those won’t cost you anything but we might get a cup of coffee with that which can help us not fall asleep while writing our next article.
Successful Entrepreneurs are Those That Learn From the Mistakes of Others
The secret to success in business isn’t doing what other successful people have done; it’s by avoiding the mistakes made by businesses that have failed. Instead of repeating their mistakes, now we can learn from them and best ensure business growth and commercial success.
17 Reasons Why Businesses Fail brings the cautionary tales of mistakes made by many businesses that ultimately led to their failure and which other businesses should avoid at all costs if they plan to survive and grow. Get your copy.
People are also reading:
18 Steps For Setting Up Google Ads: Easiest Step-By-Step Tutorial
