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Facebook recently updated its mission statement. It’s now “to bring the world closer together”. Mark Zuckerberg stressed that he will put emphasis on interactions between families and friends. Brands got their organic reach cut.
Does that mean Facebook stopped being a place to advertise in? Not at all! Although it became a bit of a pay-to-play, you can still get amazing results with a limited budget!
In this article, I will show you how to set up your own Facebook Ads campaign!
Here’s a list of topics we’re going to cover in this article:
Wait, what are those Facebook Ads things?
Facebook really took care to incorporate the ads into the feed of every user. You have definitely seen them, but might have thought they were just your typical posts. The ads are being displayed in a way that doesn’t interrupt the consumption of content. As you scroll down your feed, ads will simply appear in a way posts from your friends would. In this way, they managed to avoid repeating the fate of notorious YouTube ads, which probably made all of us install some sort of ad blocking software.
There is a couple of things that make a Facebook ad different from a simple status update.
The “Sponsored” tag
You can find it just below the blue page name. Usually, it’s the place where the time an update has been posted is, but in case of Facebook Ads, it informs you that you are viewing content that’s been paid for.
Depending on what you want to achieve with your Facebook Ads campaign, you can choose from different types of CTA (call to action) buttons. Usually, these go like: buy now, sign up, learn more, contact us, book now, apply now. You know, the little things that make you click!
The last, but not least typical feature of a Facebook ad is the “like” button. It allows viewers to like your page without having to actually visit it. It’s all about making it all quicker and smoother!
Before you set up your own Facebook Ads campaign
Facebook Ads is an incredible tool. However, if you want to make the most out of it, you need to know what you are doing!
One of the most important features of Facebook Ads is the high degree of specifying who you’re going to target with your campaign. To fully take advantage of that, you need to know your audience and have a detailed customer profile.
Read about how to create a customer profile here (scroll down to point 5).
What would happen if you didn’t have a customer profile or the one you’ve got was lacking? Well, to put it plainly, you’d spend money showing ads to the people who don’t need what you offer. Having ads out there is not enough – you need to make sure that your ROI is there too.
Getting started with Facebook Ads
The best place to get started with setting up your own Facebook Ads campaign is Ads Manager. In this section, I will explain how it works and how you can use it to get your ads out there!
To enter Ads Manager, go to your Facebook account and collapse the list next to the question mark icon. Go to “Create Ads”.
Once you’ve got that, have a look at the left side of the page. You will see four options to click: Campaign, Ad Account, Ad Set and Ad. I will briefly outline each of those.
In here, you will be able to choose the marketing objective of your ads. There are three main categories – Awareness, Consideration and Conversion, Each of them has its own subcategories.
For the purpose of this article, let’s assume you’ve chosen the Consideration category and the Engagement subcategory (as well as a Page Likes sub-subcategory).
Setting up your ad account is super easy. All you need to do is choose the country you want it to be located in, the currency you wish to pay in and the time zone. You can also change the name of the account.
In here, you will be asked to connect a Facebook page of yours to the Ads Manager. If you don’t have one – create it! Go here if you’re unsure how to do it!
Next, you will have to define your audience – the people who will see your ads. This is where your customer profile will come in handy. You can narrow your audience down accordingly to many criteria including age, gender, location, education or interests. Try to be as specific as possible! Keep in mind that a more targeted ad campaign is always better than a broader one. It makes a difference if you target 1000 people who will yield a 1% CTR and 100 people with a 10% CTR! More doesn’t mean better. Unless of course, we’re talking about being more specific!
After setting up your audience, you can choose between automated and manual placement of ads. The former means that Ads Manager will position your ads in places it considers the best to ensure great results. Otherwise, you will be in charge of that.
The last of the things you need to set in this section are Budget and Schedule. In this subsection you will determine how much money do you want to spend on ads per day and how long do you want your ads to run for. You can also set a lifetime budget, which is a total amount of money you are ready to spend on ads in a given time period.
You can also access the advanced settings. Here, you can get into the more technical PPC features of Facebook Ads – bidding to be specific. If you don’t know what PPC is or how to use it effectively, be sure to check out my two articles on that here and here.
If you’ve chosen the lifetime budget option, you will also be able to schedule your ads in time. Be sure to set the right time zone!
The very last section of Ads Manager is all about crafting your ads. In here, you can choose different formats of your ad – an image, a video or a slideshow.You can customize your ad – change the visual content and the text.
After that, previews for mobile news feed, desktop news feed and a feature phone will be generated. If you’re happy with your ad, click “Confirm” and you’re set!
Monitoring your ad campaign performance with Ads Manager
Every successful campaign needs to be adjusted and re-adjusted over and over again. To do this, you need to know how to monitor your performance!
Ads Manager offers several useful tools for doing that.
Go to Settings and have a look at the Measure & Report rubric. Here’s where you can access various metrics and analytic reports that will tell you how your ads are doing.
If you’re not satisfied, try a different approach. Facebook Ads are great for trying out new things, for example by a simple A/B test. You can have several campaigns with various ads added to your account, which makes testing even easier.
Facebook is sadly becoming more and more a pay-to-play kind of thing. But you can still get the most out of it!
In this article, I’ve talked about using Facebook Ads to promote your business.
Let’s have a quick recap of what you’ve learned:
- Facebook Ads are incorporated into your feed, which doesn’t disturb content consumption.
- You need to have a strong and detailed customer profile before you start your journey with Facebook Ads!
- You’ve learnt about using Ads Manager and monitoring your ad performance.
I hope that now, you have all the knowledge you need to set up your own Facebook Ads campaign. Good luck!