A Step-by-Step Guide to Facebook Advertising: How to Run Facebook Ads
Are the proper people your target audience? Did you pick the proper bidding model for your advertisement? Are the ads you’re running the proper kind? If we’re being sincere, it can become a bit perplexing.
We’re breaking down the process of placing an ad on Facebook step by step to make it easier for you. And to make it even better, we created a checklist to assist you in keeping track of every aspect of your campaign.
Why do Facebook advertisements?
With roughly 1.9 billion users daily and more than 2.9 billion monthly, Facebook presents a singular potential for marketers to supplement their organic efforts.
- Large audiences are accessible to your business. One of the “Big Four” of social media is Facebook. With a platform that frequently draws so many users, it’s a worthwhile attempt to increase the visibility and prospects for your brand.
- You may choose who sees your advertisement. You can include demographic criteria while creating your advertisement to boost the likelihood that people will click on it. This is crucial so that your advertising budget can be distributed to prospects who might benefit most from what you have to offer.
- Facebook includes ad analytics by default. Real-time recording of ad performance tracking starts as soon as your advertisement is launched. These stats might help you better understand what’s working and how to make your advertising plan for upcoming campaigns better.
The issue is that there isn’t much opportunity for monitoring when both time and money are invested. You must first become familiar with Facebook Ads Manager in order to effectively target this platform’s audience and build and manage Facebook ads.
Facebook Ads Manager
The Facebook Ad Manager is an advanced dashboard that gives users a summary of all of their campaigns.
The four components of Facebook Ads Manager features, also known as Ads Center features, are as follows:
- Summary: This area provides an overview of your recent spending, ad performance, and key performance indicators including reach, post engagement, and link hits. Even autogenerated suggestions can be turned on to help promote successful postings in this section.
- All Ads: For companies running numerous ads concurrently, you can choose a specific ad to get more precise analytics or to make changes to items like your ad’s budget. In this part, you can also pause or remove the ones you want.
- Any audience: you’ve developed for your advertisements is listed in this area. You can see which ads targeted those prospects when you choose a specific audience, and you may adjust your campaign as necessary based on demographics.
- Automated Ads: This area can only be accessed if you have already generated Automated Ads. Best suited for novices and those seeking a quick approach to get exposure without sacrificing precision that may be attained manually. All of your Automated Ads will be listed in this section, along with a current results summary.
1. Register for a Facebook Ads Manager account.
You must have a Facebook Business Page in order to use the Facebook Ads Manager. This is so that advertisements cannot be run through personal profiles.
Then take these actions:
- Go to https://business.facebook.com/tools/ads-manager.
- Select “Go to Ads Manager” from the menu.
- Verify your information on the page for setting up an ad account.
- Create a payment method.
- Encrypt changes.
- Once configured, the Ads Manager serves as your Facebook ad management hub.
2. Utilize Facebook’s Ads Manager to begin generating an advertisement.
You’ll see a performance dashboard after logging into the Ads Manager where all of your campaigns, ad sets, and ads are presented along with the outcomes they’ve generated for your Facebook page. This dashboard won’t contain anything unless you’ve already created an advertisement for your Facebook page.
Click the green “Create” button to the far left of the desired ad type in the Facebook Ad Manager, as demonstrated below, to start a new campaign, ad set, or ad. This screenshot demonstrates that we are currently prepared to establish a New Campaign.
3. Decide on a goal.
Like many social media advertising networks, Facebook’s Ads Manager was created with your campaign objective in mind. Ads Manager will prompt you to select an objective for your campaign before you begin:
You can pick from 11 distinct objectives. The list includes everything from raising awareness of your brand generally to generating app downloads to boosting traffic to your online store.
By selecting one of these goals, you’re helping Facebook understand what you want to accomplish so they can give you the most suitable ad options. Facebook offers the following ad choices, as seen in the screenshot above:
- Brand recognition
- Website Visitors
- Installations of apps
- See videos
- Generating leads
- Sale of catalogs
- Shopper flow
For the purposes of this blog article, assume that you want to increase the number of visitors to your website. Facebook will ask you to input the URL you want to advertise when you choose this option.
To make sure you can measure visitors and conversions from this ad, if you’re using marketing automation software, be sure to build a special tracking URL with UTM parameters. Customers of HubSpot can accomplish this using the Tracking URL Builder.
Once an option has been chosen, Facebook will then show the ad option that is best appropriate for attaining this goal.
4. Decide who to address.
The next thing you should do is set up your target market; you can do this for every ad set that is a part of the same campaign. If you’re just getting started with paid advertising on Facebook, you’ll need to test out a few different targeting strategies until you find the perfect audience.
Facebook’s targeting parameters are supplemented by an audience definition gauge to assist you in focusing. This tool, which can be found to the right of the audience targeting boxes, uses all of the features you’ve chosen to estimate your possible reach.
If you’re unsure whether to choose a narrow or specific audience, think about your goal. You should probably concentrate on the kinds of folks you know will be interested in your service if you’re trying to increase traffic. However, feel free to concentrate on a wider audience if your goal is to increase brand awareness or promote a broadly appealing deal.
Facebook offers a wide range of targeting choices, including:
- Racial affinity
- Politics (U.S. only) (U.S. only)
- Life Occurs
You can also choose a Custom Audience to target Facebook users in your business contact database, have used your app or game, or have visited a page on your website with a tracking pixel.
You may not need to complete this step once you’ve been running Facebook ads for a time because Facebook lets you save audiences who respond favorably to your advertisements to be utilized again in the future.
5. Decide on a budget.
You can set a lifetime budget or a daily budget on Facebook. They differ from one another as follows:
- Budget each day. This is the option you should use if you want your ad to broadcast constantly all day. By setting a daily budget, Facebook will control how much you spend each day. Remember that an ad set’s minimum daily budget must be $1.00 USD and at least 2X your CPC.
- Lifetime budget plan. Choose a lifetime budget if you want to run your advertisement for a predetermined period of time. This means that Facebook will spread out your expenditure over the duration of the ad’s run that you specify.
Cost of Facebook Ads
The price of Facebook advertising is not fixed; instead, it depends on the scope, type, and strategy your company employs for bidding. These figures are based on rough rates found in a 2020–2021 AdEspresso study on the price of Facebook ads.
|Bidding Model||Average Facebook Advertising Cost|
|Bidding Types||Bid Strategy|
|Spend-Based BiddingBased on spending full budget for the most value possible||Highest Volume: Reach as many prospects as possible.Highest Value: Using the budget to maximize high-value sales over quantity.|
|Goal-Based BiddingBased on the value you want to achieve||Cost Per Result: Strive to keep costs amount to the cost per purchase to stay profitable, but not guaranteed to adhere fully.Return On Ad Spend: Aim to keep ad spend average to a ROAS control, but not guaranteed to adhere fully.|
|Manual BiddingBased on how much you can bid dynamically||Bid Cap: Setting a maximum bid across auctions; good for advertisers who understand predicted conversion rates.|
Once you’ve chosen your model and strategy, you can switch to the advanced choices to further specify your budgeting; this option is accessible at the bottom of the screenshot above. You are able to specify the following in this section:
You can decide whether you want your campaign to start running immediately and continue or if you want to set the start and finish dates yourself. You can also establish restrictions so that your ads only appear at certain times and on particular days of the week.
Enhancement and pricing
Decide whether or not to bid for your aim, clicks, or impressions. By doing this, you’ll pay for your ad to be shown to people in your target audience who are more likely to do your desired action, but Facebook will decide what your maximum bid is. (This will change how your ad is displayed and paid for.)
Choose manual bidding if you don’t want Facebook to decide what your best bids should be. With this choice, you have complete control over the price you’re prepared to pay for each action taken. However, Facebook will offer a recommended bid based on the actions of other marketers to give you a general idea of what you should aim for.
There are two types of deliveries: standard and rapid. While expedited delivery enables you to immediately reach an audience for time-sensitive commercials, standard delivery will display your advertisements throughout the day (Note: this option requires manual bid pricing).
6. Make your advertisement.
What should your advertisement look like? It all depends on what your first goal was.
Facebook’s Ad Manager will recommend the Clicks to Website ad alternatives if you want to increase the number of clicks to your website. That makes logical, no?
Links and carousels are the two options available for this ad type. This means that there is no extra charge if you want to display a single-image ad (Links) or a multi-image ad (Carousel) with three to five scrolling images.
You must upload your creative materials once you’ve made your choice between the two. It’s crucial to remember that Facebook stipulates specific design requirements for each sort of advertisement.
Facebook requests that users follow the following design guidelines for single-image ads:
- 125 characters total
- Title of Ad: 25 characters
- Image aspect ratio: 1.91:
- 1080 × 1080 pixel image resolution (including CTA)
The following design suggestions are provided by Facebook for multi-image ads, often known as carousel ads:
- The optimal image size is 1080 by 1080 pixels.
- 1:1 image ratio
- 125 characters total
- 40 characters for the headline
- Description of the link: 20 characters
Keeping in mind, these are the advertisement choices for the “Traffic” objective.
You would see many ad options, such as the Page Post Engagement: Photo ad, if you choose to “boost your posts.” The design suggestions in this advertisement are distinctive. Refer to this page to learn more about each ad option’s distinctive design features.
The Ads Manager will ask you to choose how you want to show your ad after you’ve chosen an ad kind. They offer three options: a desktop right column, a desktop news feed, and a mobile news feed.
7. Track the results of your advertisement.
Following the launch of your adverts, you should monitor their performance. You should check both your marketing software and the Facebook Ad Manager to see their results.
Here are some of the important indicators to check for (along with their meanings), according to Facebook:
- Performance. able to be further tailored to incorporate parameters like outcomes, reach, frequency, and impressions
- Engagement. Metrics like Page likes, Page engagement, and Post Engagement can be used to further customize
- Videos. can be further altered to incorporate statistics like video views and averages. % of all videos viewed
- Website. Additional customization options include metrics for website actions (all), checkouts, payment information, purchases, and cart additions.
- Apps. can also be further tailored to incorporate KPIs like app installs, app engagement, credit spending, mobile app actions, and cost per app engagement.
- Events. Metrics like event responses and cost per event response can be added for even more customization.
- Clicks. May be further tailored to incorporate statistics like clicks, unique clicks, CTR, and CPC (cost per click)
- Settings. can be further tailored to incorporate information like start and end dates, the name of the ad set, the ad ID, delivery, bid, and the purpose.
You can locate the data in the Ads Manager regardless of which of these measures you use to assess the performance of your advertising initiatives.
8. Reporting on the efficiency of Facebook ads.
Additionally, you can get personalized reports through email. Here’s how to configure it:
- Through the upper main menu, find Analyze and Report.
- Select Report Ads.
- To create a custom report, select.
- Choose a stored report to view it.
- Next to the save icon, select Save As. Assign a name to your report and select Schedule Email.
- To update and confirm your reporting options, follow the on-screen instructions.
When organizing a paid Facebook ad, there are undoubtedly a lot of details to keep straight, but it’s crucial that you don’t lose sight of the overall picture. It’s crucial to report on clicks and conversions from Facebook. However, if you’re using URLs with unique UTM codes, you may use your marketing tools to assess the full-funnel performance of your advertisements.
Your marketing software will benefit from tracking URLs in order to keep track of the number of leads—or, better still, customers—that your advertising campaigns have generated. The ROI of this source may be calculated using this data, and you can also use it to guide your overall Facebook marketing plan.
For Your Next Campaign, Take Into Account Facebook Ads Manager
It’s time to develop your own ad now that you know how to set one up so that you can build brand awareness on Facebook and attract visitors and leads from the website’s target customers.
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