Facebook Ads have become increasingly popular lately. This is because Facebook's algorithm no longer runs chronologically. Facebook tries to show personal content that is most relevant to you as a user. In this way it has become more difficult to be shown organically in the algorithm. What are the options within advertising on Facebook?

Set target group

One of the advantages of Facebook Ads is that you can determine your target group very precisely. First, you can target a specific location. For example, you can target a specific province, but also by country, city name or even zip code. It is also possible to exclude a specific location.

In addition to filtering on geographical characteristics, you can also filter on demographic characteristics when determining your target group. This includes the characteristics age, gender and language. There are also some other demographic characteristics you could filter by. For example, you can select for people who have a - or do not have - a relationship, for people with a certain education level, for people with a job in a certain sector and for life events.

Finally, to set a target group, you can also filter on someone's interests and behavior. Consider, for example, a link from Facebook to Spotify or Instagram or WhatsApp.

A/B testing

Another advantage of Facebook Ads is that you can set up and test different advertising target groups. You can create several variations of an ad to test what works and what doesn't. We also call this A/B testing. You then change one variable to see which variant of the advertisement better suits the target group. This way you can test whether a certain image, layout or text works better than the other.

The ultimate goal of Facebook Ads is of course to generate more conversions. Through A/B testing you find out which variables ensure the most conversion. This way you can ultimately use the variant that works best to generate as much conversion as possible.

Facebook Pixel

The last benefit of Facebook Ads that we want to discuss is the Facebook Pixel. This is a code that keeps track of which websites each Facebook user visits. You can then use this information to set advertising target groups. You can set up the Facebook Pixel and target groups on Facebook itself.

Facebook Ads is a way of advertising where the possibilities are endless. You can easily set up specific target groups. You can also test multiple variants of an ad to see which variant leads to the most conversion. However, don't expect to see results right away; Facebook Ads is primarily a long-term strategy. For example, it takes a while before you can see the results of an A/B test, because you naturally need to know how much conversion has been achieved based on the advertisements. Finally, there are a number of tools that make creating ads even easier, such as the Facebook Pixel.