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Facebook advertising, 5 steps for an effective campaign

Many businesses across the globe have trouble putting together a profitable Facebook advertising campaign. Why is this?

Facebook holds many tools that businesses can utilise to create an effective Facebook advertising campaign. However, many businesses are not aware of these tools, which is why many campaigns tend not to get the ROI that businesses hope for.

Let’s take a look at some of these tools that businesses are
missing out on…

1. Canvas Ads

Canvas Ads were introduced to Facebook back in 2016.
Facebook describes the feature as “a full-screen ad experience built for
bringing brands and products to life on mobile”. Essentially it allows users to
create ads on Facebook that allow for full interaction of the content within
the ad, such as images, videos, etc. This is a popular form of advertising due
to the fact it means users can browse on one ad without having to navigate
outside of Facebook.

2. Video Ads

Video Ads are a very popular form of marketing, allowing
businesses to target specific channels through creativity. Video Ads on
Facebook hold some impressive statistics –

  • Shoppers that view videos on Facebook are twice
    as likely to purchase the product being targeted at them than a non-video
  • Over 500 million people view video on Facebook
    every day across the globe.
  • Facebook reports that 62% of people who watch a
    video are more interested in a product as opposed to not seeing a video about
    the product before.

3. Facebook Pixel

Before Facebook Pixel, businesses had to manually enter code into their respective websites to track conversion rates from Facebook. This made life difficult for businesses as it consumed valuable time, until Facebook Pixel made life much easier for them when it landed. The Facebook pixel is a snippet of code that you place on your website. It collects data that helps you track conversions from Facebook ads, optimise ads, build targeted audiences for future ads, and remarket to people who have already had some kind of engagement on your website.

It works by placing and triggering cookies to track users as
they interact with your website and your Facebook ads. A very simple, yet handy
piece of code.

4. Targeting the correct audience

Most businesses will simply jump the gun and try and target
as many people as they can when using social media platforms to advertise.  The statement “quality over quantity” could
not be more relevant in this situation. At the end of the day, it would be much
more ideal for a business to target 10,000 people interested in their kind of
services rather than targeting 1,000,000 random people. An advertising campaign
needs to be structured correctly and target audience is very much the
foundation of that structure. The target audience needs to be researched
thoroughly to ensure an advertising campaign is effective.

5. Build a strong brand identity

Ads should not just be used purely to sell products or services.
It is important that businesses gain a reputable status on a national or even
international scale. Using Facebook Ads to do this is a great way to let people
know about a business, purpose and goals. Doing so will gain a valuable business
reputation, with a vision for the long-run in mind when doing this. This will help businesses
to gain loyal customers, more sales, more reach, more engagement and thus more

Article by Creative Thinking Media ©

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How to develop an advertising strategy that works

Advertising is great in creating awareness about a product or a service which highlights the advantages to consumers. In order to advertise a product or service and to convince the buyers one has to develop an advertising strategy and develop a campaign to communicate ideas about products and services in the most simple and interesting way to the potential customers. Before developing an advertising campaign, one needs to think about the campaign in a logical fashion. Developing an advertising strategy will also reflect other business considerations like overall budget, brand recognition efforts and objectives like public image enhancement, market share growth as well.

If you have a small business with limited capital and can’t spend much to advertise your product or brand as a large organisation, with a great advertising strategy you can develop a highly effective advertising campaign. Creativity and flexible planning, based on an in-depth knowledge of the target consumer is the key to an effective advertising strategy.

6 Steps in constructing an Advertising Strategy:


First you need a clearly defined objective which you wish to achieve through the advertising campaign. Clear cut objectives/goals are vital for an advertising strategy development.

Define your Customer and target audience

While developing the advertising strategy you need to define clearly who are your customers? Are you selling in an urban, rural or suburban market? Ages, preferences, choices. To identify the target consumer, and the forces acting upon any purchasing decision, it is important to define three general criteria in relation to that consumer.


It is about considering age, gender, income, ethnicity, and hobbies.


When studying the customer’s behaviour an advertiser needs to examine the customer’s awareness of the business and its competition, the type of vendors and services the consumer currently uses, and the types of appeals that are likely to convince the customer to give the advertiser’s product or service a chance.


An advertiser must determine the customer needs- functionality and self-image and the kind of message that will convince the customer that the advertiser’s services or products can achieve those needs.

Communication Media

Next step is to decide the media through which the message or the content will be reached. Here, media acquires importance even to the message development. A very strategic and creative message needs appropriate and well-placed media to reach out to the target audience.Media includes the entire media environment, both offline and online. 

Types of Advertising Strategies

Specific products or services can be promoted in multiple ways.

Traditional advertising strategies like television, radio ads and billboard advertising that target broader audiences can still be beneficial if carefully planned.

Advertising strategies that are part of a larger marketing strategy may also include: –

• Google AdWords (pay-per-click)

• Facebook/Social Media adverts specific to highly targeted consumers based on factors like age, income, gender, and location)

• Direct mail

• Cold calling/emailing

• Traditional strategies (television, radio, newspaper)

Understanding the function of advertising and marketing can ultimately help you achieve one important goal, reaching out to consumers likely to be interested in what you have to offer. It is a goal often made with thorough planning, insightful observations, ongoing engagement, and informed decision making.

Article by Creative Thinking Media

If you wish to discuss how we can develop your brand or provide a great advertising strategy for your business, then email us on

Creative Thinking Media is a Creative Media Agency that is passionate about effective Marketing/Advertising Campaigns, Brand Identity, Logos and Web Design. ©

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