Facebook Ads

Facebook ads are helpful in reaching different markets. It is important to understand all types of ads in order to gain optimal exposure. Here are the primary types of ads:

Link Click Ads: These ads are by far the most common and are effective in gaining likes. They typically contain a headline, 90 character ad copy text, and an image. Link click ads, like the name suggests, point to a landing page on a website or blog. These ads have the farthest reach including the right column, Instagram, mobile, and desktop newsfeed platforms.
Video Ads: These ads are essentially like link click ads except they feature a video. These videos can be continuously looping. The best performing ads, however, are typically short at 15-20 seconds long.
Boosted Page Posts: All posts made on a Facebook page can be boosted for around $5. Posts can have unlimited ad copy texts and will read "sponsored" at the top when they appear in users feeds. This is a newer go-to-method because target markets and bidding amounts can be customized.

Carousel Ads: This type of ad displays rotating images (up to 10) and an ad copy text of 90 characters. This ad is super helpful when trying to promote multiple products at one time. For instance, a new line of summer clothing can be advertised perfectly with this method.
Dynamic Product Ads: These ads essentially focus on remarketing. They heavily target users based on previous websites visited and actions. These ads require a product catalog and Facebook does the remarketing automatically.
Lead Ads:  Allow users to download an ebook or sign up for an email without leaving Facebook. This is perfect for gaining and attracting new users.
Collection Ads: These ads allow for quick, immersive mobile shopping experience because they directly display products/ apparel from a website. These ads are very limited in characters and only visible on mobile devices.

For more ads types and information on Facebook marketing, I highly recommend checking out this guide: https://adespresso.com/guides/facebook-ads-beginner/

Facebook Pages

According to Facebook's 2017-Quarter 4 report, there are currently 2.13 billion active Facebook users worldwide. Naturally, this means that Facebook is the perfect place for business to gain traction. Today, Facebook pages are typical for companies, non-profits, and events. These pages are essentially like free, internal websites for any topic. Now, Facebook "Boosts" allow for paid exposure, which is essentially another way  to market content. As stated in Introduction to Social Media Marketing, "focus on content and not the channel". This recommendation is important because no matter the medium that is used, success ultimately boils down to adequately understanding the audience and providing them with relevant, engaging content.

Here are some tried tips for a successful Facebook page:

• When making a page, be sure to edit the URL so that it is simple and memorable. To do this go to settings --> page info --> change the Facebook Web Address. This lets people easily find and remember the page. 
• Create milestones. These appear in the status update box and allow companies to show off accomplishments, product launches, or growth goals. This provides a sense of legitimacy and positive reactions with onlookers. 
• Link Instagram and Facebook in order to provide higher quality visual content to a larger audience. Photos speak louder than words. Therefore, adding quality photos to posts will enhance engagement.  Adding an infographic or flyer is far more effective than a lump of words. 
• Interact with followers. This can be done through polls. Adding polls and receiving feedback can aid in decision making by letting you know your target market's preferences. For instance, before launching a soap collection, a poll can be made for people to pick their favorite scents. A poll like this can determine which scents will sell successfully while increasing customer engagement and loyalty. 
• Test posts during different times in the day to see when the most traction occurs. Companies with older target markets may see more tracking during the afternoon, and target markets with younger audiences may see traction at night. This tactic requires trial and error and can effectively lead to a wider reach.

Here's a brief, helpful Facebook infographic from 99designs: