Facebook has 4 different networks on which you can choose to run your ads or not. The Audience Network (partner sites or apps outside the platform where your ads can be served), Instagram, Messenger, and Facebook.
- Placements
Depending on the different Facebook networks (Audience Network, Facebook, Instagram, Messenger), there are different placements available for running your ads.
Facebook:
- News Feed, Video Feed, Right Column, Stories, Search Results, Instant Articles (for people reading publisher content), Marketplace, In-Stream Video
Messenger:
- Messenger Stories and Sponsored Messages
Instagram:
- Feed, Explore, Stories, Instagram TV
Audience Network (external apps and websites):
- Audience Network native ads (banners), Rewarded Video, In-Stream Video
2. Formats
When advertising on Facebook, several ad formats are available depending on the placements you select.
- Image or video
- Carousel (at least 2 scrollable images or videos)
- Collection Ad (showcase your product catalog)
- Instant Experience (a full-screen mobile experience)
3. Audiences
When you choose to run ads on Facebook, you can target different audiences.
> Retargeting: these are people who have already interacted with your brand. For example, website visitors, past buyers, users who added items to their cart without purchasing, people who have already engaged with your Facebook or Instagram pages, and so on.
Targeting this audience is aimed at bringing users who have already interacted with your brand back to complete their conversion journey.
> Lookalike: this audience allows you to target users whose behavior is similar to your retargeting database. For example, a "buyer lookalike" will let you reach people who behave similarly to your existing buyers. (To learn more about lookalike audiences, check out our article: https://www.datashake.fr/articles/comment-creer-une-audience-lookalike-dans-facebook). When creating this audience, you can choose a similarity range from 1 to 10% (1% being the closest match to your database).
> Customer List: you can upload a customer list to serve your ads specifically to that audience.
> Interests: this audience allows you to reach new people by targeting specific interests. For example, if you are a sports shoe brand, you could target users who have an interest in "Reebok, Champion, Adidas, etc." Interests can include brands, topics, software, and more.
Looking for support with Facebook Ads or your broader digital marketing strategy? Feel free to reach out!
By Candice Echavidre
.jpg)
.jpg)