Ad Fatigue: Getting Started With Facebook and Instagram Ads

9 September 2021
Ad Fatigue: Getting Started With Facebook and Instagram Ads

For any business, getting your products to your customers is always a big question. And it can get messier as you struggle to use the different channels to relay the information on your product to the market. Marketing plays a massive role in relaying product knowledge to the masses, with a hope for the potential majority to make a purchase.


But traditional marketing methods are becoming obsolete each passing day. Days are gone when pamphlets and foot soldiers did all the first contact. Technology today has allowed businesses to reach their audience faster and better. Social media has been a gift of the century for businesses. Facebook, Instagram, WhatsApp, Twitter, Snapchat-the list is endless.

Social Media Marketing: 2021

The central item in marketing is attention. If people pay attention, then they raise an intention. This provokes them to realize how the product can help them solve a specific problem they have. Marketing psychology reports show that 80% of people worldwide use at least one social media channel. Out of this, 90% actively use Facebook and Instagram. Putting this into perspective, an estimated 2.8 billion and another 1.3 billion people use Facebook and Instagram, respectively.

This makes these social media more than vivid in the market today. Can you imagine getting all these many people to think about your product, amazing right? Thankfully, Mark Zuckerberg thought about it and came with Facebook and Instagram Ads. You can advertise on the platform at a small fee-generally speaking-and reach millions of users on this platform(s). These days, Facebook and Instagram Ads are regarded as the Zukerberg Combo…he! he!

Facebook Ads:

Facebook reports 2.1 billion daily users. This multitude comes for 80% interaction with family and friends. Facebook has become a market leader in joining people together, a trend not ending anytime soon. Facebook has continued to acquire other bigshot social media channels like Instagram and WhatsApp. Facebook is also the fifth most downloaded free app on Google Play Store.


These staggering numbers should mean one thing to you as a business person-more eyes. Why? Because with each pair of eyes that see your product, they are likely to tell the information (60% more likely), plus they have already acquitted themselves with your product. Simply put, Facebook is a mine that is non-exhaustive for you!

How Do Facebook Ads Work?

Facebook Ads is a product by Facebook that lets you advertise on the social media platform. What is good is that they do ad targeting, meaning they use available browsing data on the app to make suggestions on what a customer or user may be interested in buying. And this is cream to the cake as you do not have to spend a lot of time and money advertising to people who have no interest in your product.


There are several types of Facebook ads that you can run your campaigns on:

  • Image ads-message is in the image
  • Video ads
  • Poll ads-compatible only with mobile. The purpose is to get an opinionated survey.
  • Carousel ads
  • Slideshow ads
  • Collection ads
  • Instant experience ads
  • Lead generation ads
  • Dynamic ads
  • Facebook messenger ads
  • Facebook tories ads
  • Augmented reality ads

Depending on what you are targeting, you will choose an appropriate type of ad, as not all ads work for the same purpose. Remember, the goal is to get maximum output with minimal input. But how do these ads work? Below is an exploration of the brain in the ads:

Making a Facebook Ad:

Step 1: Choose the campaign objective. Here you answer a simple question, why do you want to run the ad? To get more clients, sales traffic, conversions, or to make people aware of your brand. Whatever it is, it is the lead determinant of how you will mold your campaign.

Step 2: Give your campaign a name-let it be catchy. It also should be capturing all information, but not too long to be boring.

Step 3: Set your budget and the upload. You can choose the daily or lifetime budget.

Step 4: Audience targeting-adjust your audience settings to target those who are inclined to purchase your product. Now again, depending on your campaign objectives, you will set against location, gender, age, or even language.

Step 5: Ad placement-Choose between automatic placement where Facebook recommends the ad to all persons algorithmically showing interest in your product or custom set the parameters according to device used, platform (Facebook, Instagram), or placement position.

Step 6: Setting brand safety and budget controls

Step 7: Creating the ad content

Facebook Ad Sizes

Banners and videos have to be the right size for them to qualify as ads on Facebook. Facebook has the recommended guide sheet that you can check to ensure that your ad is a perfect fit. The recommended sizes are dependent on the ad type, as seen below:

For images and video ads: The headline should be 40 characters,30 characters for the link description, and have 125 characters for the body text.

Facebook stories ads: They should be 250-pixel text-free at the top and bottom of the main text to qualify.

Carousel Ads: The headline should be 40 characters,20 characters for the link description, and 125 characters for the body text.

Slideshow Ads: The headline should be 25 characters,30 characters for the link description, and 125 characters for the body text.

Collection Ads: The headline should be 40 characters and 125 characters for the body text. The link description size is not applicable here.

Instant Experience Ads: These should have 500-word block text and a button with 30 characters.

How Much Do Facebook Ads Cost?

Facebook charges ads according to the result achieved, i.e., clicks, impressions, conversions, etc. So dependent on your budget, you can choose a plan that suits your business best (the bidding model). Plus, Facebook already forecasts the foreseeable ad reach; thereby, you have a picture of what to expect with your ads. The cost of each advert is determined by the timing, placement, relevance, and bidding strategy in use.

The pricing is as below in 2021, on average:

Cost per 1000 impressions (CPM) = $7.19

Cost per click (CPC) = $0.97

Cost per like (CPL) = $1.07

Cost per download (CPD) = $5.27

Instagram Ads:

Just like the parent company Facebook, Instagram ads can be a great addition to your marketing campaigns. Using Instagram, an advertiser can reach the thousands of users that may need your product. Today you can launch your campaign on Instagram and get the doses of impressions, likes, or the call to action you want using Instagram ads manager. When used together with Facebook, the results are phenomenal.


Instagram, unlike Facebook, is a visual media channel. Here you will use images and videos to convey messages to your audience. The easiest ad on Instagram is promoting posts that you have already run. Your post can reach more people. According to Statista, Instagram has over 800 million active users-eight a fold increase in ten years. Reports from Instagram show that 68% of people say they got information on a product on Instagram, while a whopping 73% take action after seeing an inspiring post.

How Do Instagram Ads Work?

As aforementioned, advertising on Instagram requires more pictures and videos than text. So, here you create images, banners, and short videos that tell your story in an entertaining and informative way. You don’t want to bore your audience.


Depending on your target audience and objectives of running the campaign, you choose which ad you want. There are several types of ads that you can decide to run on Instagram. They have specific follow-through rules and regulations for them to be published. These are highlighted below:

Image feed ads: They have to be in jpg or png format, not exceed 30 MBS in size, and have 600 pixels. The image ratio is in the 4:5-16:9 range with 2200 maximum text length. The recommendation is 90 text length for optimal results.

Image story ads: 9:16 image ratio and 600 pixels quality

Video feed ads: 1080x1080 pixels minimum picture quality, 4GB maximum size, 4;5-16:9 video ratio with 125 characters maximum. The video should be 60 seconds long on the maximum with 30 hashtags.

Video story ads: 1080x1080 pixels minimum quality, 4GB maximum size, 9:16 video ratio, and should be 15 seconds long.

Carousel feed ads: They have to be in jpg or png format, not exceed 30 MBS in size, and have 600 pixels. The image ratio is in the 4:5-16:9 range with 2200 maximum text length and 60 seconds with 30 hashtags. You can always add more hashtags in the comment section.

Canvas story ads: They are compatible only with mobile. They should fit 400x150 pixels.

Making an Instagram Ad:

Step 1: Link your business Instagram page with your Facebook account and navigate to the ads manager. Facebook and Instagram ads management are on the Facebook Ads UI.

Step 2: Set up the campaign objectives- What is your intention running this ad: brand awareness, engage more clients, reach more people, acquire leads or traffic, etc.

Step 3: Configuring your target audience according to location, demographics, gender, age, interests, etc.

Step 4: Choosing the ad placement-will you post it on Facebook, Instagram, or both?

Step 5: Set your budget and Ad Schedule-daily ad renewal or lifetime.

Step 6: Create your advert

How Much Do Instagram Ads Cost?

The two determinants are how much you are willing to spend on the ad campaign and how much you can spend until you get a result. Budgeting goes a long way into guiding which side of the coin you fall on. The guide for the pricing is:

Cost per 1000 impressions (CPM) = $7.01

Cost per click (CPC) = $1.17

Are Facebook and Instagram Ads Good for Your Business?

Facebook and Instagram are no doubt pivotal to any successful social media marketing effort in that they are among the biggest in terms of users and possible client reach. Their ease of use is one of the attractive attributes you would want to take upon them.

While you can opt to run your adverts as natural posts, making follow-throughs on these engagements can be tricky. Technology has allowed the use of intelligent bots and software like Socialays to police how your people engage with your content. You can manage replies, comments and even bar offensive comments from being displayed on the post.

But how do you know if you are a good fit to use Facebook and Instagram ads? Over 90% of people using Facebook and Instagram today are between the ages of 13-50. The buying age. These are young people with impulse buys, young families trying to build themselves, and people who have stable incomes. These are easier to advertise to, that is the reason why real estate is most marketable to working young people than the elderly.

In perspective, an ad is dependent on where you are most likely to find potential buyers. You can get granular control over where and who your ads get to, unlike when traditionally advertising where 50% of the people are not interested in the product. So should you use Facebook and Instagram Ads? Yes, as even if you don’t get 100% expected results, the connection established and the visibility offered are of utmost importance to your business.

Ad Fatigue: How to Avoid It in Your Facebook and Instagram Ads?

When your ads become too familiar with the audience, they tend to be bored with it. At times, it can lead to reduced ROI as potential clients refer to it as being too much on their case. How do you avoid your ads getting to that monotonous stage?

  1. Using the reach objective-this displays your ad to as many people as possible.

  2. Limit ad frequency-Facebook provides frequency capping where you can set how many times an ad shows to each person per set time, e.g., you can provide for your audience to see an ad once per day.

  3. Advertise content along with an offer. Your audience gets information as getting added value from your campaign.

  4. Recreate the ad-communicate the same message differently. You can change the image, the video, the text, or the headline.

  5. Changing the ad format-from video to image etc.

  6. Regular change of products- offering a different offer regularly is important and puts your audience in a curious mode as they see a new product.

  7. Holiday-themed offers-make use of holidays and current events that are acceptable to your audience to keep your ad fresh.

  8. Lookalike audience targeting-facebook has a feature that you can target a new audience based on the old or existing one.


Facebook and Instagram are assets that should not be ignored when you are running a marketing campaign. They can make your ROI rise above the expected range with minimal input and appropriate budgeting. The right way to use ads on Facebook and Instagram is to combine them and promote similar campaigns differently. This way, you get a share of both cakes.

Ad fatigue is real. Prevent it from happening to your audience at all costs. Employ ad retargeting, recreating ads, and using current events not to sound too promotional and tire your audience. Remember, no one likes a pushy salesman!

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