Exclusive Facebook Ads To Increasing Your Conversion

Suppose an advertising tool assists you to reach your ideal customers based on their preferences, interests, and behaviors.

A device that saves you time and money by optimizing the delivery of your ads to ensure your message reaches the most likely converts.

That is the result of Facebook advertising, which many eCommerce entrepreneurs and marketers use, particularly those who are just starting and do not have advertising experience or a large ad budget.

Anyone can use Facebook Ads to grow their business if they want to learn the basics.

In this beginner’s guide, we’ll examine why Facebook is a popular ad platform for many brands and walk you through creating a campaign to drive sales for your business.

Why Facebook Ads? 

Determining how to allocate your marketing budget can prove challenging with so many options. What makes Facebook so appealing to both new and seasoned business owners boils down to three factors:

a). Using demographics, interests, and behaviors to target customers 

Facebook was created to allow you to share personal updates and information with your networks, such as vacation photos, new music you’ve discovered, and relationship status.

The likes and connections made on Facebook and Instagram help advertisers build detailed user profiles to target targeted ads.

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Advertisers on Facebook can match their products and services to a long list of user interests, characteristics, and behaviors, increasing the likelihood of reaching their ideal customers. 

b). Generating Traffic from an engaged and active user base 

Facebook is a platform for connecting with family and friends, and — as much as we hate to admit it — it’s pretty addictive.

According to reports, Facebook has more than two billion monthly active users, who spend more time on the platform than competing social networks.

Additionally, Facebook owns Messenger and Instagram, two additional popular mobile apps that Facebook advertisers can access via the company’s advertising platform.

That’s a significant amount of engaged, active Traffic to drive to your landing page.

c). Creating a brand awareness 

Most businesses have a Facebook or Instagram page where they interact with their fans and customers.

When you use paid advertisements on Facebook and Instagram, you can direct them to your brand’s social media pages.

This frequently results in increased brand awareness and new followers for your business, which is one of the benefits of social media advertising.

Facebook ad types 

Your success with Facebook advertising is contingent upon your objective and the Facebook ad types you use.

Conversely, producing compelling, high-performing advertisements presents a challenge for many beginners due to the variety of available formats.

To assist you in overcoming this obstacle, we’ve outlined practical Facebook ad formats.

Video

Video advertisements allow you to showcase your product or brand and grab viewers’ attention in the feed. Create video ads on Facebook Ads Manager or boost a post from your page with a video. These advertisements are distributed across Facebook, Instagram, Audience Network, and Messenger.

Facebook video ads can highlight unique features or tell your brand’s story. Videos that are 15 seconds or less in length can help you capture and engage your Audience.

They should also include a solid call to action (CTA) at the conclusion, such as purchasing a product or visiting a website.

Image

Single-image ads dominate Facebook advertising. They’re simple to create, provide a simple format for promoting your brand, and are among the most effective ad formats.

A series of image-only ads outperformed other ad formats in driving unique Traffic in one Facebook study.

Image ads are ideal when you need to create an advertisement quickly or have a limited budget. You can create an image ad directly from your Facebook page as a boosted post or use Facebook Ads Manager to make one with more detailed targeting options.

Collection

The collection ad format includes a full-screen, Instant Experience that makes browsing and purchasing your products more accessible. These advertisements have a cover image or video with multiple products underneath.

Collection advertisements are an excellent way to showcase your product catalog, provide an enjoyable browsing experience, and convert interest into sales.

These ads can be displayed on Facebook’s News Feed, Instagram’s feed, and Instagram Stories.

Carousel

Carousel advertisements allow you to include up to ten images or videos in a single ad, each with its unique link. Individuals can navigate the carousel by swiping left or right on their mobile devices or clicking the desktop client’s directional arrows.

You can use carousel ads to:

• Present a single large image in multiple frames to enhance the immersive experience.
• Demonstrate various perspectives on a single product to educate potential buyers
• Present a variety of products and direct visitors to distinct landing pages.
• Describe a procedure or provide a tutorial.

How to advertise on Facebook 

Set up and launch your first Facebook Ads by following this tutorial. 

1. Set up your Facebook Business Manager

2. Install the Facebook Pixel

3. Create Facebook audiences

4. Create a Facebook ad campaign

5. Set up your first ad set

6. Choose your creative

7. Optimize your Facebook campaigns

1: Setting up your Facebook Business Manager

Many people abandon their Facebook advertising efforts because they incorrectly set up their accounts or become so overwhelmed by Facebook’s plethora of Ad options that they never run a campaign.

To begin on the right foot, you’ll want to ensure that your Business Manager account is appropriately configured.

The Business Manager section of Facebook is where you’ll find your Facebook ad account, business pages, and other tools for running your ads.

To begin, navigate to business.facebook.com and click Create Account.

Facebook Business Manager

Facebook will request your business’s name, the URL of your Facebook business page (which you should create first if you don’t already have one), your name, and your email address.

Following that, you’ll need to create or add an advertising account. This is accomplished by selecting Business Settings from the Business Manager menu, followed by More Tools and Ad Account Settings.

Facebook Business Manager Ad Account

You’ll be directed to a new window where you can add an existing ad account, request access to an existing ad account, or create a new ad account. If this is your first time advertising on Facebook, click Create a New Ad Account and follow the on-screen instructions.

Once you’ve configured Business Manager and linked it to your Facebook business page and advertising account, your home screen should look something like this:

Facebook Ads Manager Hub

This is your advertising hub, where you can access your business’s Facebook pages.

2: Set up the Facebook pixel

One of the most frequent sources of frustration for new Facebook advertisers is determining whether their ads are effective.

While it is possible to boost a post or even create an advertising campaign in Ads Manager, without the Facebook pixel, you will not know whether an advertisement resulted in sales on your website.

The Facebook pixel serves as the link between your Facebook advertisements and your website. The pixel is a tracking code that you must create within your Business Manager account and then incorporate into your website before beginning to pay for ads.

It displays all of the actions taken by visitors who arrive at your website via your Facebook Ads. In essence, the Facebook pixel tells you whether your ads were successful and which specific audiences and pieces of creatives were responsible for those conversions.

The Facebook pixel is set up in Shopify.

Installing the Facebook pixel on your website is much simpler than it sounds and rarely requires coding.

If you use Shopify, setting up your Facebook pixel is as simple as copying your pixel ID, a 16-digit number from your Business Manager account, and pasting it into the Facebook pixel ID field under the Online Store in your Shopify store’s preferences section.

Upon adding your pixel ID to your Shopify store, you should begin seeing activity on your website within a few hours. Visitors, add-to-carts, and purchases are all tracked in the Pixels section of your Business Manager account.

3: Creating Facebook audiences

One key to success with Facebook advertising is to target the right people with your ads. With billions of users on Facebook, identifying those most likely to be interested in your brand or product requires utilizing Facebook’s audience feature.

Audiences is a section of Business Manager where you can create lists of individuals to target with your advertisements. Several different features, broadly classified as retargeting and prospecting, are available in the audiences section to assist you in making these lists.

Converting a warm audience through retargeting

Someone who has visited your website, added an item to their cart, or followed you on Instagram is more likely to consider purchasing something from you—they may need some encouragement.

If you visit a brand’s website and find yourself targeted by its ads whenever you open Facebook or Instagram, this is known as “retargeting.” It’s among the most effective forms of Facebook advertising.

Custom Audiences, located in the Audiences section of Business Manager, allows you to create Facebook retargeting audiences and gives you access to all of the data collected by your Facebook pixel and business pages.

Creating a Custom Audience in Facebook Ads Manager

When you create a Custom Audience, you are presented with a list of possible sources. Customer files, website traffic, and Engagement are the three primary sources that eCommerce businesses should leverage.

Customer file

In the customer file, you can upload a list of email addresses, phone numbers, and any other contact information you’ve collected from customers or leads. Facebook associates this data with its users, allowing you to target them directly through your advertisements. Using a customer file to create an audience is an excellent way to re-engage past customers with new products or reach email subscribers who haven’t made a purchase yet.

Website Traffic

Website traffic enables you to build a retargeting list to communicate with your website visitors. You can create lists of varying sizes here based on user actions or pages visited on your website. The most effective retargeting lists include those who visited your website in the last 30 days or added an item to their cart in the previous seven.

Engagement

If your business has an active Facebook or Instagram page, or if you’ve been experimenting with ads that generate Engagement (i.e., page likes, comments, and shares), you may want to retarget these active users.

Selecting Engagement from the Custom Audiences menu expands the post-engagement activities you can retarget. Whether you have a viral video or a large-scale event, different retargeting groups of engagers are an effective way to bring prospects interested in purchasing your website.

Prospecting-Finding new customers

Using Facebook Ads to acquire new customers is a more efficient way of growing your business than previous retargeting customers and converting website browsers.

Prospecting is a term frequently used to refer to advertising to individuals who have not purchased from you or interacted with your business online. This covers most of Facebook’s billions of active users for small and medium-sized businesses, and determining how to begin narrowing that list can be challenging.

Facebook has developed two valuable tools to aid businesses in locating the best new customers:

Lookalike Audiences

Facebook can identify potential customers or leads for your business by utilizing a list of existing customers or leads. Lookalike Audiences leverage the data from your Custom Audiences to build a new audience of Facebook users similar to your existing customers.

Lookalike audiences

Lookalike Audiences can be created from any of your custom audiences and represent between 1% and 10% of the population in a selected country. A 1% Lookalike Audience contains individuals who most closely resemble the source of the Custom Audience and thus make an excellent first target for your prospecting campaigns.

As your targeting becomes more refined and your budget increases, shifting between 3%, 5%, and ultimately 10%, Lookalike Audience can increase scale while remaining tied to a user profile that matches your customer.

Interests, demographics, and behaviors

Suppose you do not have a list of previous customers or website visitors to create a Lookalike Audience. In that case, you can use the saved audiences option to create prospecting audiences using Facebook’s interest, behavior, and demographic data.

Prospecting through Saved audience option

Below is a summary of each category, along with examples of sub-categories within each: 

• Interests associated with the pages and content with which Facebook users interact, e.g., scuba diving, K-pop, and exercise.
• Demographic data includes information about the user’s profile, such as college grads, new moms, and engineers.
• The term “behaviors” refers to user actions that Facebook has recorded, such as moving to a new city, celebrating a birthday, or having a baby.

You’ll likely want to test several audiences based on the range of interests, behaviors, and demographics available. Audience Insights can assist you in narrowing down these options and identifying testable categories.

Audience Insights data can be used to discover new interests for targeting experiments and potential placements and locations for your chosen demographic.

Observations from the Audience

Because interest, behavior, and demographic audiences are typically quite large, ranging from several thousand to millions of users, it’s good practice to test each separately to determine which performs best.

Once you’ve identified audiences who convert as a result of your ads, you can begin experimenting with additional audience layers to broaden the scope of your prospecting campaigns.

4: Creating a Facebook Ads campaign

Advertisements that appear in our Facebook feeds—those images, videos, and carousels labeled “Sponsored”—are part of a more extensive setup called a campaign that advertisers create.

The first step in developing your ads is to create a campaign within which they will live. A campaign’s structure, as well as the Facebook Ads that accompany it, are as follows:

Facebook ad campaign structure

An ad set is a subset of a campaign. This is where you select your Audience, budget, targeting parameters, and the ad that users get to see. A single campaign can contain multiple ad sets, enabling you to compare different audiences and individual ads to determine which performs the best and where you should focus your efforts.

The campaign objective 

To begin, navigate to the Ad Manager section of your Business Manager account and click the Create button. You then get prompted to choose the objective.

Three categories of objectives exist within Facebook Ads: consideration, awareness, and Conversion.

Each category has a brief description followed by a list of more detailed options, such as Traffic, video views, and product catalog sales.

Consider your business’s objectives and the objectives you wish to accomplish with your Facebook Ads, and let the answers guide your decision.

Consider the following examples of how different goals will affect the campaign objectives you set: 

• If you’re having difficulty driving Traffic to your website, selecting Traffic as an objective can help you build a retargeting list for a subsequent campaign.
• If you are not yet selling a product but want to generate buzz or awareness, the Brand Awareness objective is a cost-effective way to achieve this.
• If you’re having difficulty generating online sales, opt for Add to Cart (which typically costs less than Conversions).
• Set your objective for conversions if you want to increase sales on your website.

Set your Engagement objective if you want to increase the number of likes, comments, and shares on a post to build social proof.

Regardless of the objective, Facebook will always charge you for impressions—the number of people who see your advertisement.

Communicating your objective to Facebook to optimize your ads to accomplish that objective is critical. If you select Traffic but are looking for website purchases, you will not be guaranteed to reach your aim because it was not chosen as your campaign objective.

Before you begin creating ad sets, you must first name your campaign, a critical step that is frequently overlooked.

Creating a naming convention for your campaigns, ad sets, and ads helps organize your account.

Naming conventions create a system for quickly identifying your objective, target audience, and campaign’s place in your overall strategy.

Additionally, the names of your campaigns can indicate the type of Facebook audience the campaign is targeting (e.g., prospecting or lookalike) and other critical information: 03.24.19 – Prospecting – Conversions.

It is entirely up to you how you name your objects. The most critical aspect is consistency, ensuring that your account remains organized and straightforward to navigate for you and other organization members.

5: Setting up your first ad set

Following your selection of a campaign objective, Facebook directs you to the ad set level, where you have the option of:

• The placement of your advertisements within Facebook’s product network.
• Which Audience would you like to address?
• The amount of money you wish to spend

Depending on your objective, you may be asked to provide additional information about the type of event you’d need Facebook to optimize for.

For instance, if you select Conversion to increase sales on your website, you must specify the type of conversion event you’re looking for within the ad set section:

Facebook can optimize only for conversion events on your website. If you haven’t received any purchases or add-to-carts, you may be unable to optimize for these events.

In this case, you can select Traffic and work toward unlocking the option to optimize for future purchases.

Budget & schedule

The next step is to enter your budget within ad sets and specify whether it is a daily or lifetime budget. The amount of money to spend is determined by several factors:

• Your average cost per customer acquisition: if you’ve used paid advertising on other platforms and have a cost per customer acquisition, you should apply it here.
• The objective for which you’re optimizing: typically, sales-oriented objectives, such as purchases, cost more than awareness-oriented objectives, such as engagements and clicks.
• The price of your product: Generally, higher-priced items require a larger advertising budget.
• The marketing budget you’ve set aside: you can only spend what you can afford.

You’ll always want to ensure you’re giving Facebook Ads a fair shot by allocating a sufficient budget to accomplish your objective.

Once your ads are live, you must allow time (and budget) for Facebook’s “learning phase” —the time its algorithm analyzes your data. Facebook’s campaign budget optimization (CBO) feature enables you to automatically manage your campaign budget across ad sets for the best results.

Audience

Within ad sets, you can choose and refine a prospecting or retargeting list you created in the Audience section. Selecting locations, genders, ages, and languages can further narrow your Audience and provide additional variations to test in different ad sets.

The option to add detailed targeting via Facebook behaviors, interests, or demographics is further down the page.

You can use these categories to create a new audience to layer on top of your existing audiences or stick with the Custom or Lookalike Audience you selected previously.

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It’s also possible to target people based on their connections at the ad set level by leveraging the lists of people who like your business page, app, or events, as well as their friends. If you have many people who fit into these categories, targeting based on connections may help you reach a highly qualified audience.

Connections

Ad placements

Finally, ad sets enable you to specify the location of your advertisement. As mentioned, Facebook owns some popular apps allowing it to advertise outside its news feed. If, for example, you want to reach only Instagram users, ad sets enable you to exclude all other placements.

Facebook ad placements

Facebook suggests that you opt for automated placements for your ad set. This option enables Facebook to optimize your campaign objective by utilizing all available placements.

6: Choosing your creative ad

The last step in creating a Facebook ad is to generate the creative—the actual ad.

Facebook advertising fundamentally differs from traditional advertising and necessitates a distinct set of best practices for developing effective Facebook ad creative.

When creating an ad, you will be prompted to choose the Facebook business page or an Instagram account on which your ads will be displayed. This secondary benefit provides an excellent opportunity to increase brand awareness and social media followers, even if it is not the primary objective of your campaign.

Retarget using dynamic product ads

The dynamic product ad is one of eCommerce’s most frequently used Facebook formats. If you’ve ever browsed an online store and then been retargeted with the exact products you viewed, you’ve seen an example of a dynamic ad in action. These ads combine data from your Facebook pixel and product catalog, displaying products to website visitors based on what they looked at or added to their cart.

The Facebook product catalog is another way to connect your business website to your advertising account. It can be configured within the Business Manager’s Assets menu.

You can create a catalog using your Facebook pixel, or if you’re using Shopify, you can integrate the Facebook sales channel and seamlessly sync products with your ad account.

Once your catalog is complete and you’re ready to create a dynamic product advertisement, head back to the Ad Manager to create a new campaign with the objective of Product Catalog Sales.

This enables you to customize your product catalog at the ad set level and who should see relevant products.

Unlike previous retargeting customers or website visitors, dynamic product ads can also be used for prospecting.

If you select this option, Facebook will show new prospects products on your store that it believes will be relevant to them based on their profile data, even if they have never visited your website before.

7: Optimize your Facebook campaigns

While creating a Facebook campaign is a critical first step, it becomes necessary to understand how to monitor and optimize it over time to succeed on the platform.

You should monitor your Facebook ads at least once daily (even more frequently as you increase your spending).

Adjusting your targeting or turning off an ad may be tempting if you do not see purchases after one day, but it is critical to exercise patience.

Facebook advertisements require time to optimize for the algorithm to determine who is most interested in what you’re selling.

If you’re unsure whether to continue investing in your ad or shut it down to test something new, wait until it receives at least 1,000 impressions before increasing your investment or shutting it down to try something new.

Create a funnel

While both prospecting and remarketing are critical for targeting audiences, they generally work best to create a “funnel.”

A funnel is a marketing strategy because most people you market to are not yet ready to buy.

A funnel-based marketing strategy tailors advertising to your Audience’s purchase intent and familiarity with your brand and products.

On Facebook, you can create a funnel by targeting a cold audience of prospective customers in one campaign, such as a Lookalike Audience or a behavior-based audience, and retargeting those who visit your website in another.

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As your advertising budget grows, your funnel may become more complex, with multiple campaigns targeting customers at various points along the funnel:

Facebook ad funnel

The preceding example demonstrates how a single campaign can generate awareness and Traffic from a larger audience at the top of your funnel, and subsequent campaigns can be used to re-engage or retarget that Traffic to convert them.

Suppose prospecting with the purchase conversions objective does not result in sales for your business, so switch to a lower cost. In that case, a higher-funnel objective such as Traffic or adding to carts can generate a list of prospects for retargeting with a second campaign.

With your Facebook Ads, you can effectively create a funnel, allowing you to serve different creative types to each target audience, bringing prospects back to your website to complete a purchase.

Facebook ad specs 

There are numerous factors to consider when developing a successful Facebook advertising strategy and Facebook ad specifications.

Adhering to the recommended character counts, image sizes, and campaign objectives is critical to creating your business’s most effective Facebook ads.

Video ads

Design

• Minimum resolution of 1080 x 1080 pixels
• File type: MP4, MOV, or GIF
• Ratio: 4:5
• The video uses H.264 compression, square pixels, a fixed frame rate, progressive scan, and stereo AAC audio compression at 128 kbps+.
• Captions for video are optional but highly recommended.
• Optional, but recommended video sound

Text

• 125 characters for the primary text
• 40-character headline
• 30 character description

Technical

• Duration of video: 1 second to 241 minutes
• 4 GB is the maximum file size.
• 120 pixels is the minimum width.
• 120 pixels is the minimum height.

Campaign objectives

All objectives apart from the catalog

Image ads 

Design

• · Minimum resolution of 1080 x 1080 pixels
• · File type: JPG or PNG
• · Ratio of 1.91:1 to 1:1

Text

• 125 characters for the primary text
• 40-character headline
• 30 character description

Technical

• 30 MB is the maximum file size.
• 600 pixels is the minimum width.
• 600 pixels is the minimum height.

Campaign objectives

All except video views

sales

Collection ads

Design

• Minimum resolution of 1080 x 1080 pixels
• Video file types include MP4, MOV, and GIF.
• JPG or PNG image file type
• Ratio 1:1

Text

• 125 characters for the primary text
• 40-character headline

Technical

• Maximum file size for images: 30 MB
• Maximum file size for video: 4 GB
• Required Instant Experience

Campaign objectives

• Traffic,
• Catalog sales,
• Store traffic
• Carousel ads

Design

• Minimum resolution of 1080 x 1080 pixels
• Type of video file: MP4, MOV, or GIF
• JPG or PNG image file type
• Ratio: 1:1

Text

• 125 characters for the primary text
• 40-character headline
• 20-character description

Technical

• Maximum file size for video: 4 GB
• Duration of video: 1 second to 240 minutes
• Maximum file size for images: 30 MB
• 2 to 10 carousel cards

Campaign objectives

Traffic, catalog sales, conversions, store traffic

Practical Facebook ad tips and insight 

This section outlines tips and recommendations to help you create more effective ads that convert, ramp up your customer reach, and optimize your Facebook advertising strategy for better results. 

Prioritize your campaign objectives to create more effective creative assets.

Before launching your first campaign, determine which metrics are most important to your business—increasing sales or brand awareness. To develop effective advertising campaigns, you’ll want to ensure that all campaign elements—from creative to Audience targeting and bid type—are tied to your primary goal.

Demonstrate how real people use your product.

People browse their feeds and see photos and videos of their friends and family. To pique their interest in your advertisement, use creativity that depicts people benefiting from your product, similar to what they see daily on the network. Should you need to include standalone product shots or videos of your product, you can use carousel ads to allow users to select what they want to see.

For inspiration, curate the Facebook Ad Library. Not sure where to begin with your creative endeavors? Want to know what your competitors are doing?

The Facebook Ad Library houses a comprehensive collection of current Facebook advertisements. You can search for a brand’s recent advertisements to see how they promote their products. Then, use this data to inspire your ads.

Distribute advertisements across channels.

Facebook Ads Manager enables you to create and manage ads on your chosen budget on Facebook, Instagram, and Audience Network. Additionally, you can display ads on specific devices to target individuals based on their preferred devices. Avoid becoming too reliant on a single platform. Utilize Facebook’s multiple products by including the All Placements feature in your ad sets. This will dynamically display your ads in areas where your customers are most likely to spend time.

Be genuine.

Consider the tone of your brand’s voice. Are you funny? Are you witty? Corporate-sounding? The more authentic your advertisements are, the more likely they will be interacted with and used to learn more about your brand, product, or service.

Consider utilizing click-to-Messenger advertisements.

Did you know that when someone clicks on a Facebook advertisement, they can initiate a Messenger conversation with your business? As such, run Facebook Ads with Messenger placement and automate responding to customer questions, streamlining the purchasing process, and encouraging a sale.

· Combine ad types to create more effective advertisements. While videos are excellent for telling your brand’s story, images can help demonstrate your product’s various benefits.

Utilize multiple ad formats to determine which resonates most with your audience, and then invest more money in what works.

Use Facebook Ads to build your brand. 

The Facebook advertising platform is made simple for those with limited to no experience in digital marketing, making it even more appealing to bootstrapped entrepreneurs unwilling to pay an agency fee to run their ads.

Suppose you learn the fundamentals of Facebook advertising, properly configure your account, and launch a campaign. In that case, Facebook Ads can fuel your business’s growth.

Facebook Ads FAQs 

What is the mechanism/process of Facebook advertising? 

1. Decide on an objective.

2. Pick your target audience.

3. Decide where to run your ad

4. Set a budget.

5. Select an ad format.

6. Place your order today.

7. Track and manage your ad’s performance.

Is advertising on Facebook worthwhile?

Interesting. The cost per click is lower in terms of Facebook advertising. If you create effective campaigns, you can increase click-through rates, which results in sales. As a result, compared to other advertising channels, Facebook Ads are a more profitable way to market your business.

How much does a Facebook ad cost?

According to WebFx data, Facebook advertising costs $0.97 per click and $7.19 per 1,000 impressions. Campaigns aim to increase app downloads or budget by $5.47 for each download and $1.07 for each like. page likes

Facebook does not require a minimum spending or setup fee. It’s a self-serve platform, and you have complete control over your budget, which you can set as low or as high as you like.

Is Facebook advertising free?

Not at all. The cost of Facebook advertisements varies according to your objective. You select your objective conversions, impressions, etc., set your budget, and pay only what you can afford. Because Facebook Ads are only shown to people who are likely to be interested, they typically produce positive results.

Summary

Anyone willing to learn the fundamentals of Facebook advertising can use it to develop their business. Due to the variety of available formats, many beginners find it difficult to create efficient, high-performing advertisements. 

Ad specs are essential to ensure that character counts, image sizes, and campaign objectives are adhered to.

Facebook’s ad platform is designed to be user-friendly for those with little or no background in digital marketing.

It appeals to bootstrapped entrepreneurs who are unable or are opposed to paying an advertising agency fee to run the ad. 

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