Facebook and Instagram serve as paid advertising channels through the use of a shared ads manager. There are a variety of ad formats and campaign objectives, allowing advertisers to pursue multiple marketing goals. The ads are image and video-focused, and targeting is very specific, including demographics, interests, and behaviors.
Facebook and Instagram are particularly effective at enacting brand awareness strategies via prospecting because of how targeted the campaigns are compared to other channels. There are also cases when these channels are effective at driving leads, especially with remarketing audiences and when an account has a high-quality landing page and/or lead ads.
Automated rules in Facebook campaigns
Built into Facebook Ads Manager, automated rules "automatically check your campaigns, ad sets and ads, and then update or notify you of any changes. In addition to these automatic checks and notifications, the tool will also take the necessary actions for you."
Measuring the impact of Facebook and Instagram Ads
You can see Facebook Ads data in Google Analytics by appending UTM parameters to your ad URLs (e.g., source = facebook, medium = cpc).
Reviewing Facebook performance in Google Analytics is useful because Facebook reports metrics differently, usually in their favor. "Landing Page Views" are the closest Facebook metric to Sessions, but Google Analytics' session data is more accurate for reporting on traffic.
The two platforms also default to different conversion attribution models. Google Analytics uses last-click, while Facebook uses first-click—including one-day view-throughs. Last-click is the better of the two, but ideally you'll want to use data-driven, or position-based, attribution, which is available only in Google Analytics.
The upside of Facebook's conversion metrics is that they provide a breakout of how many conversions came from clicks vs view-throughs for 1, 7, and 28-day look-back windows.
Tools for Facebook and Instagram Ads
You may have a Facebook rep assigned to help with strategy. They can be a resource for industry-specific metrics, informational presentations, and more.
This tool allows you to create a mockup of a Facebook ad and see how it would appear in the Newsfeed, in the Right-Hand position, and on Mobile. This is useful for quickly creating ad examples without needing access to the Facebook Business Manager account.
This is built into Facebook and allows you to see ads run by any given Facebook page. You can find ads being run by competitors, and use it to generate new ideas.
To find the Ad Library for any page: Facebook page > Page Transparency > See More > Go To Ad Library.