There are a lot of boxes that you will have to tick when setting up a paid Facebook ad. Consider the following:
- Are you selecting the right target audience?
- Are the dimensions of the image to scale?
- Are you running the right type of advertisement?
There are around more than 1.7 billion users on Facebook. So, if you still don’t have your business online, it’s time to think and reflect upon the decision of getting started with it. For that, you can contact The Big Unit, the
Best online marketing agency in Melbourne.
Here’s the reason: Facebook ads provide a unique opportunity for marketers and businesses to augment their growth organically.
To help your business reach billions, we have put together a checklist to keep up with the Facebook campaign details.
Facebook provides a lot of paid ad options but every ad can be broken into three main elements:
- Campaigns –The campaign involves all your assets.
- Ad Sets – If you are targeting separate audiences who have different characteristics, you might need an individual ad set for that.
- Ads – Your actual ad will live within your ad sets. Each ad set can hold different ads which vary in copy, colour, and images.
Now, let us get into creating a Facebook ad.
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Create An Account Using Facebook Ads Manager
Facebook’s Ad Manager is a sophisticated dashboard that gives users an overview of all their campaigns.
The dashboard gives you detailed information about how much you are spending on ads each day.
The dashboard is organized into columns which makes it easy for you to create a custom view of the results. It will tell you about the frequency, reach and cost. So, tracking the ad is a no brainer.
To use the Facebook Ads manager, you would require a separate Facebook Business Page. So, set up one for your business because you cannot run the ads through your personal Facebook profile.
Follow the given steps:
- Navigate the ads manager.
- Click the button “Go to Ads Manager”.
- Confirm your personal information on the ad account setup page.
- Set up the payment method.
- Save changes.
Once everything is set up, the Ads Manager will become the control center for your Business Facebook ad.
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Create an Ad through Facebook Ads Manager
Once you log into the Ads Manager, you will see a performance dashboard. On this dashboard, all your campaigns, ad sets, and ads will be listed including the results that you will get from the Facebook page.
The dashboard will remain empty unless you create an ad for Facebook.
To create a new campaign, ad set, or an ad through the Facebook Ad Manager, select the type of ad you would want to create and click the “Create” button.
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Choose the Objective
Facebook’s Ads Manager, like many social media advertising networks, is designed by keeping the campaign objective in mind. Before starting, the ads manager will ask you to choose the objective for your ad campaign.
You can choose from 11 objectives. The list will include everything from general brand awareness, to getting app installations, to increasing traffic to your online business. By choosing one of the above objectives, you give Facebook a better idea of what you would like to do so they can present the best option.
Facebook ads will give you the following options:
- Brand awareness
- Reach
- Website traffic
- Engagement
- App installs
- Video views
- Lead generation
- Messages
- Conversions
- Catalog sales
- Store traffic
After selecting, Facebook will give you the ad option that will make the most sense in terms of achieving the objective.
Featured Tool: Facebook Advertising Checklist
Download the Facebook Ads Checklist and save it for the best practices for ad campaigns.
Choose the Audience
Now, this step is important. In this, you are required to choose the right target audience. You can do this for every ad set that belongs to the same campaign.
If you have just started, then you can start with paid advertising on Facebook. You quite likely will have to experiment with different target audience’s options until you reach the audience that just fits right for you.
In order to help you narrow your focus, Facebook’s targeting criteria are accompanied by the audience definition gauge. This tool will help you in locating the right audience targeting fields. It will take all of your selected properties into consideration in order to come up with a targeted reach number.
If you are unable to decide, choose between a specific audience over a broad one, and consider your business objective.
If you want more traffic, then you would want to focus on the type of people you are interested in offering your services to. However, if you are looking forward to building brand awareness or if you want to promote an appealing offer, focus your ad on the general audience.
Facebook’s built-in targeting is huge and includes the following options:
- Location
- Age
- Gender
- Languages
- Relationship
- Education
- Work
- Financial
- Home
- Ethnic Affinity
- Generation
- Parents
- Politics (U.S. only)
- Life Events
- Interests
- Behaviors
- Connections
You can even select the custom audience- it gives you the freedom to target people on Facebook who are in your company’s contact database.
Once you get to know that a certain group is responding to your ad, you can save that audience to be used for another ad campaign.
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Set Your Budget
Facebook gives a choice – whether you want to set a daily budget or you want a lifetime budget.
Here’s the difference:
- Daily Budget – If you want your ad to run continuously throughout the day, choose this option you would want to go for. Using a daily budget means that Facebook will adjust your budget on a daily basis.
- Lifetime Budget – If you are looking forward to running your ad for a specific time, select lifetime budget. This means Facebook will set the pace for your ad over the time period you set for the ad to run.
If you want to specify your budget further, turn to advance budgeting options. In this section, you can mention certain things such as:
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Schedule
You can choose if you want your campaign to run immediately and continuously or if you want to customize the beginning and end dates. You can also set parameters so that your ads run for specific hours and days.
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Optimization and Pricing
You will also be given the option if you want to bid for the impressions, objectives or clicks. This might impact the way your ad is displayed.
By doing so, you will also be paid for the ad that is to be shown to people within the target audience who are more likely to complete the required action. But the bid, however, will be controlled by Facebook.
If you do not want Facebook to set optimal bids, you would want to opt for manual bidding. In this option, you get full control over how much you are willing to pay as the action gets completed. Facebook suggests a bid that is based on the behaviour of other advertisers.
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Delivery
This falls into two categories:
- Standard
- Accelerated
Standard delivery will show your ads throughout the day and accelerated delivery will help you to reach the audience quickly for advertisements.
Create Your Ad
Your objective will decide how your ad should look like.
If you are looking forward to increasing the number of clicks to your website, Facebook’s Ad Manager will suggest the option of ‘Clicks to Website ad options.’
This ad option will be broken down into two formats
- Links
- Carousels.
It also means that either you can display a single image ad using links or you can create a multi-image ad also known as carousel.
It is on you to decide which ad you want to run for your business, products, and services. Accordingly, you will also be uploading your creative assets.
It is also important to note that for each type of ad, Facebook wants users to stick to certain design criteria.
Monitor Your Ad’s Performance Metrics
Once your ads are running, you would want to keep an eye on how the ads are doing. To see the result and performance, you will have to look into two places:
- The Facebook Ad Manager
- The Marketing Software
As per Facebook, you must look into the following key metrics:
- Performance – This can be customized further to include metrics such as results, reach, frequency and impressions.
- Engagement – This can be customized further to include metrics like likes, post as well as page engagement.
- Videos – This can be customized further to include metrics such as video views and average % of video viewed.
- Website – This can be customized further to include metrics such as website actions (everything), checkouts, payment details, purchases and add to cart.
- Application – This can be further customized to include metrics such as app installations, app engagement, credit spends, mobile app actions and cost per app engagement.
- Events- This can be further customized to include metrics such as event responses and cost per event response.
- Clicks – This can be further customized to include metrics such as clicks, unique clicks, CTR (click-through rate) and CPC (cost per click).
- Settings – This can be further customized to include metrics like start date, end date, ad ID, ad set name, delivery, bid, and objective.
Regardless of which of these metrics you use to measure the success of your advertising efforts, you can find everything in the Ads Manager.
While analyzing, think about your data in four main ways
- The Account Level – This gives a high-level view of performance across all campaigns.
- The Campaign/ Ad Set/ Ad Level – You can also get far more specific with your analysis by checking the performance of campaigns and even down to individual ads.
Paid ads require money. If you are not clear about the procedure and the type of ad, you may end up wasting some. So, it is advised to hire a Digital Marketing agency like The Big Unit in Melbourne. Ads will not only respond because you run them well. It is equally important for you to create an effective ad copy. For that, you would need professional content writers. Contact us for any service that involves marketing your business digitally.
