The Complete Guide to Facebook Marketplace Ads

The Complete Guide to Facebook Marketplace Ads

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Facebook is a universal platform where you can find nearly anything you need. 

Want to chat with your friends 24/7, be part of a community of like-minded people, or even lead a community? Go for it!

Have time for watching funny or educational videos on Facebook Watch? Go for it!

Can’t wait to discover news, rumors, and hype over the latest trends and topics? You’ve got it!

Feeling bored and want to attend or arrange an event? You can! Have no desire to go out? Host a live event or pay someone an online visit!

Can’t get rid of some old stuff or want to buy something new? Welcome to Facebook Marketplace!

Marketplace is one of multiple places across the Facebook family of apps and services where the needs of users and businesses meet.

Along with users, advertisers and marketers can find everything they need on Facebook. And if Facebook Marketplace ads are what you’re looking for right now, keep on reading!

Why Should You Advertise on Facebook Marketplace?

Facebook Marketplace as we know it today was introduced in 2016 as a response to the growing number of Facebook Groups where users bought and sold anything they wanted with no third party.

Snl Facebook Marketplace GIF by Saturday Night Live - Find & Share on GIPHY

At the 2018 Facebook F8 Developer Conference, Mark Zuckerberg said that there were 800 million people who used Facebook Marketplace in 70 countries around the world.

Facebook Marketplace ads — marketing activities

According to a survey conducted by Bizrate Insights, nearly 17% of respondents visit Facebook to shop or buy things from Facebook Marketplace.

According to Facebook, one in three users in the United States uses Marketplace each month to buy and sell things.

If you’ve already listed your own products (you should!) and now you’re wondering how to advertise on Facebook Marketplace, here’s what you need to get started.

What You Need Before Launching Facebook Marketplace Ads

If you want to not only launch Facebook Marketplace ads but understand their impact on your e-commerce business, you’ll need to do several things. 

Create a Facebook Business Manager Account

Facebook Business Manager contains all the necessary business tools to post ads on Facebook Marketplace, measure their performance, and analyze the outcomes for further marketing optimization. 

Facebook Marketplace ads — Business Manager

Let’s name these tools:

  • Ads Manager is the platform where you’ll manage your Facebook Marketplace ads.
  • Analytics allows you to think over your future ad campaigns based on data you receive from your ads.
  • Attribution lets you see your customers’ entire sales path from the moment they click on your ad to the moment they land on your online shop to purchase your products.
  • Events Manager is where you can analyze the influence of your Facebook ads on your website traffic (see more information below).

There are lots of Facebook tools you might not have heard of, but the ones we’ve just mentioned are crucial for professionally launching, running, and testing your Facebook Marketplace ads.

Set Up Facebook Pixel (or Facebook SDK) and Facebook Pixel Events

If you want to advertise on Facebook Marketplace and see who clicks on your Facebook Marketplace ads, when, and how often, you should add Facebook pixel code to your website or Facebook SDK code to your mobile app.

This code not only allows you to understand whether you’re showing your ads to the right people but enables you to target Custom Audiences and Lookalike Audiences. Additionally, it enables you to launch Dynamic Ads that are generated automatically.

Along with creating a Facebook pixel or using the Facebook SDK, you should set up code that allows you to track events — users’ actions on your website or mobile app triggered by your Facebook marketing ads. 

After you add pixel (or Facebook SDK) and event tracking codes to your website (or your mobile app), you’ll be able to monitor the behavior of your potential and current customers in Events Manager.

How to Create Ads for Facebook Marketplace

After you create an ad account in Facebook Business Manager and install Facebook ad tracking software, you’re ready to launch your first Facebook Marketplace ad campaign.

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Note that if you’re wondering how to make an ad on Facebook Marketplace, the answer is that you can’t. You need to create Facebook Marketplace ads with Ads Manager.

Here’s how to create a Facebook Marketplace ad in seven steps:

Step 1. Launch Ads Manager.

Facebook Martketplace ads — Ads Manager

Step 2. Start a new ad campaign.

Facebook Marketplace ads — a new ad campaign

Step 3. Pick your marketing objective. Facebook Marketplace sponsored ads support the Brand awareness, Reach, Traffic, Video views, Lead generation, Event responses, Messages, Conversions, Catalog sales, and Traffic sales objectives.

Facebook Marketplace ads — marketing objectives

Step 4. Customize your audience or choose a Custom, Lookalike, or Saved audience.

Facebook Marketplace ads — audiences

Step 5. Pick Automatic or Manual Placements.

Facebook Marketplace ads — types of placements

Selecting Automatic Placements lets Facebook choose placements for you. In fact, Automatic Placements are recommended for beginners who need time to discover which placements meet their needs.

Facebook Marketplace ads — list of placements

However, you can also choose the Manual Placements option and check Facebook Marketplace and other placements by hand.

Step 6. Choose your budget and schedule your ads.

Facebook Marketplace ads — budget and schedule

Step 7. Edit Facebook Marketplace ad content and choose an ad format.

Facebook Marketplace ads — ad format

Facebook Marketplace Ad Specifications

The recommended Facebook Marketplace ad specs for images and videos are the same as for News Feed ads:

SpecificationImageVideoCarousel
File typeJPG, PNG3G2, 3GP, 3GPP, ASF, AVI, DAT, DIVX, DV, F4V, FLV, GIF, M2TS, M4V, MKV, MOD, MOV, MP4, MPE, MPEG, MPEG4, MPG, MTS, NSV, OGM, OGV, QT, TOD, TS, VOB, WMVThe same as for image and video
Aspect ratio9:16 to 16:99:16 to 16:91.9:1 to 1:1 supported; 1:1 recommended
Maximum Facebook Marketplace ad size30MB4GB4GB for video and 30MB for images
Maximum length240 minutes240 minutes

Click here to check out all the specifications for Facebook Marketplace ads.

Create Facebook Marketplace Ads with AI

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Take advantage of Softcube artificial intelligence to produce high-quality advertising videos, save your budget, and get higher conversions.