The best way to start learning about Facebook ads as a beginner is to set up your Facebook Business Manager account and then create your first ad campaign.
When in your Ad Manager you should see different tabs to organize your account. There’s a ‘hierarchy’ to help organize how you manage everything.
Here’s how it looks:
- Account: Holds all of your campaigns, ad sets, and ads. Typically, you’d have a single account for your business.
- Campaigns: Individual campaigns can be created for almost anything. Some might be for specific products or services. While others are merely for driving traffic back to your site. Ideally, you want both.
- Ad Sets: Exactly what it sounds like. Useful for organizing different groups or categories of ads.
- Ads: Last but not least, all of your ads. This is the only part that people will see eventually.
You can have multiple campaigns and then each campaign will have multiple ad sets under each. Which will then contain a few ads of its own.
Follow These Steps When Setting up Your Facebook Ad Campaign…
1. Determine your goals
Figure out why you want to run a Facebook ad and what you want your audience to do when they see that ad.
Do you want them to visit your website?
Respond to a new offer?
Call your business?
Knowing your goals upfront can help you figure out the best type of Facebook ad to select to meet a specific goal.
2. Navigate to Facebook Ads Manager & choose your goal(s)
Click on any of the blue “Promote Page” buttons featured on your business’ Facebook page. You can also get to the Ads Manager by clicking “Manage Ads” in the main drop menu.
Once in the Ads Manager, select your goal(s).
The options for goals fall into one of the following categories:
1. To Generate Brand Awareness
2. Getting an Audience to Start Looking for More Information about your Business
3. Converting Your Audience –> To Make You Money!
3. Set your budget and define your audience
You can set a daily budget or a lifetime budget (which is the “life” of your ad).
It is also important to work out what your Return On Invetment (ROI) will need to be.
Here’s an example:
Once your budget is set, start defining your target audience.
This will include choosing the demographics, such as the age, gender, language and location of your audience (you can also include exclusions – i.e., who you don’t want to include in your audience). Interests and behaviours of your targeted audience is also vital.
4. Assemble the text & image / video(s) for your ad
Now comes the creative part!
Remember when creating copy for your ad to focus on: One Person. One Pain Point. One Offer.
While you can use previously run ads, you can also create new ads from scratch. These ad’s can be created with any media that you wish. For new ads targeting an new audience its best to create a video ad as it typically does better.
There are five choices for Facebook ad formats:
- Carousel, featuring at least two scrollable pictures or videos
- Single image, showing a single image with as many as 6 variations of your ad
- Single video, featuring a single video with text
- Slideshow, showing a looped video that can include as many as 10 images
- Canvas, featuring both videos and images
5. Select the location for your ad
Choose whether you want the ad to be placed in the desktop news feed, the mobile news feed or the right-side column. Facebook also offers an “Automatic Placement” option that “automatically allocates more budget to that placement to help you reach more people.”
How your target audience typically accesses Facebook – and whether they look to Facebook for news – can impact the best placement of an ad for your brand. We ourselves choose the “Edit Placements” option to choose to show ads in the feeds for Facebook and Instagram. As a large majority of people look at Facebook on their mobile and tablet devices where the the right-side column does not show up.
6. Submit the ad
Click “Place Order” button to get the ad in queue for review by Facebook. Once reviewed and approved, the ad will go live, and you’ll receive a confirmation email from Facebook that the ad is up.
See? Not that hard, right?!
Pretty easy once you get the hang of it.
Your Goal is to convert window-shoppers into buyers, this is called Retargeting.
This is possible by creating a 3 Step Campaign. Create your first campaign with the objective of bringing people in (Awareness), a second one to warm them up (Consideration) and then finally a third to get them to convert (Conversion).
It only gets easier the more practise that you have.
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Nicky and Dave