With over 2.6 billion users active every month on Facebook, almost every business around the world, whether big or small, is tapping Facebook Ads manager. Why not? As in the ever-changing trends of digital marketingit is one of the most effective platforms to engage with the audience and generate leads through Facebook Ad campaigns. However, not everyone achieves the desired goals when they set to manage Facebook Ads despite the time and money they invest in it.
So here we’ve got you covered the basics of using Facebook Ads Manager step – by – step:
Why Facebook Ads Manager?
For people who are not yet aware of the importance of Facebook Ads Manager, must know that the Ads Manager is an all-in-one place where you create, manage, analyze and track your ads. So, there is not just one but multiple purposes it serves, which include: – Creating an Ad campaign, Ad sets and Ads. (detail of which is given further in the article) – Target different groups of audiences according to your buyer’s persona – Optimize your Ads. – Analyze your Ad performance. – Perform A/B test of your Ads.
Now let’s dive deeper into the process of creating Facebook Ads
How to Create Ad campaign on Facebook’s Ads Manager:
First, you need to go to Facebook’s Ads Manager (you can bookmark the link) page. Once you are on this page, you will see a dashboard displaying four tabs which form the structure of Ads manager:
- Account overview: as it says, this shows the overall status of your Ads Manager account.
- Ad Campaign: this tab shows all your Ad campaigns you’ve run till now. Remember, that for every objective you would need to create a+ separate Ad campaign.
- Ad Sets: you need to have a separate Ad set for every audience group. So, you can have multiple Ad sets.
- Ads: this section comprises your actual content – images, copy, videos, which are going to be live in your Ads. You can add a variety of ads in a single ad set.
Now, go to the Ad Campaign, and click on the create tab. When you click the create tab, a pop would appear where you would have to choose between “Guided creation” and “Quick creation”. So, here we are going to go follow the steps of guided creation.
Define your Ads Campaign objective
An integral part of your ad campaign – it’s your objective that is going to determine how Facebook runs. Furthermore, based on your objective, Facebook chalks out other segments of your campaigns like ad formats, bidding options and ad optimization. Hence, it is important that you zero on your objective beforehand before choosing your Facebook Ads campaign objectives.
The Facebook Ads manager itself provides a list of Facebook Ads objectives from which you can choose the suitable one according to your campaign goal. For instance, if your end goal is to promote a website you would want to opt for ‘conversions’ at your Ads’ objective.
Give your campaign a name
Naming your campaign may seem like an insignificant task, but it requires your attention as much as other aspects. For people who are beginning to use Facebook for advertising, know that if you ensure some useful naming conventions while naming your campaigns, it will help you easily arrange your campaigns as you scale up and run more campaigns.
Whether you are running an ad campaign for your own business or of clients, you can add anyone or more elements mentioned below to your campaign name: –
- Date range of campaign
- Client name/ website
- Target Audience/Location
- Custom Audiences
- Creative Type ( Video, Carousel, et al)
- Facebook Page, etc
These elements help you in sorting your campaigns particularly when you sit to analyze your campaigns later.
Define your target audience
Here comes the most attractive feature of Facebook advertising – audience targeting. This is contained in the ‘Ad sets’ part of your campaign. The way you can target your audience through Facebook is unparalleled. Facebook itself offers some powerful targeting options so you don’t have to do much. You can define an audience based on geography, interests, age and other criteria. So once you have set up your campaign you have two options:
- Create a new Facebook target audience: select from the criteria asked suiting your needs. Before you select the criteria, make sure you have created buyer personas for your business.
- Use already saved Audience: In case there’s no need for any change in your targets, you can choose from your already created audience.
- Custom audiences/lookalike audiences: You can create audiences based on the traffic on your website using the Facebook Pixel. The Facebook Pixel is a piece of code that you can embed into your website and that allows you to measure and build audiences and also track conversions. However, you need to define the custom audiences using Facebook Pixel beforehand as you cannot define it during the campaign creation process.
As you start giving inputs for your audience, you will see a meter showing your audience reach as too wide, too narrow, or just right.
Are your strategies meeting your goals? Get a free marketing audit.
Set Up Your Ad Placement
Ad placement is another important aspect of your advertising. To reap the best of your Ads, you need to optimize your Ad placements. Though Facebook has a feature of automatic placement in which it, by default, includes Facebook, Instagram and the audience networks. However, in order to select the right placements, you need to have some knowledge in advance about what platforms or placements suit your product or service the best. The full list of placements are:
- Facebook: Feed, Instant Articles, In-stream videos, Right column, Marketplace, Stories.
- Instagram: Feed, Stories.
- Audience Network: Native, banner and interstitial, In-stream videos, Rewarded videos.
- Messenger: Inbox, Sponsored messages.
How to select the right Facebook ad placements?
Most of the time, the Automatic Placements is recommended, particularly for those setting up their first campaign. However, your objective may demand some change pertaining to a particular campaign.
Ad placements Facebook recommends for every Ad objective:
- Brand awareness: Facebook and Instagram
- Engagement: Facebook and Instagram
- Video views: Facebook, Instagram and Audience Network
- App installs: Facebook, Instagram and Audience Network
- Traffic (for website clicks and app engagement): Facebook and Audience Network
- Product catalog sales: Facebook and Audience Network
- Conversions: Facebook and Audience Network
Pro tip: connect your Ad with a landing page first rather than directly redirecting to your website or product page.
Budgeting and Bidding
So if you’ve never run a Facebook ad before, you would really want to know how the budget works. Facebook offers two kinds of budgets: a) Daily budget b) Lifetime budget
The daily budget is how much you would want to spend every day your campaign runs. This prompts Facebook to reach an audience worth of your daily spending. When you set the budget, Facebook shows you the estimated audience reach accordingly. It is the smallest part of your lifetime budget.
Lifetime budget is your overall budget which Facebook divides somewhat evenly across your campaign dates. When you set a lifetime budget, Facebook will ask for campaign running dates and that’s how it calculates average spend for each day.
Although, it’s recommended that you set a daily budget and without limiting the campaign active dates. This will help you analyze the right budget for every day running of your campaign. Also, note that once you’ve selected the budget type in your ad set, you cannot change it later.
Bidding: Hundreds of thousands of advertisers use Facebook for advertising and each of them wishes to hit their target audience. Here comes the role of Facebook bidding – it works as an auction. And to make the winning bid, you need to use the best combination of best bid, relevance score, and “estimated rate of action.” Unless you have prior experience, it is better to use automatic bidding which by default optimizes your bidding.
Ads delivery optimization
Ad delivery decides your chosen day and time of the week. However, if you are using it for the first time, it is suggested to go for the “Run ads all the time” option. Later on, when you have your Ad data, you can analyze your best day and time to run ads.
The last segment of Ad sets is the delivery type. You need to choose between: Standard ad delivery – Ads delivery with an optimal speed at the lowest cost and Accelerated ad delivery – Ads delivered as quickly as possible, resulting in higher ad costs. It is recommended that you leave it as Standard Ad delivery only unless you have time-sensitive campaigns for that you can resort to the latter one.
Set Up Your Ads
This is the last and most crucial step in your ad creation process. It’s the content of your Ads which drives the engagement you desire out of your campaign. Well, Facebook Ads content is itself a vast subject and which we shall be covering soon. You can choose any of your existing posts or add a new ad.
Remember, if every other step is going fine, it is your actual Ads that is going to affect your Ad results. Henceforth, it is advised to hire a content creator to create content that is both clear yet attractive.
Since now you have an idea of every element that goes into your ad creation, you’re good to go and click on the “Continue” button to finally publish your Facebook campaign.
Long ride…isn’t it? Well, we hope the above information gives you a better understanding of every aspect of Facebook Ads Manager and will help you create your Facebook campaign smoothly. Nevertheless, if you need expert help to scale up your Facebook campaign, our Social Media Mavericks are here to help you at every step.
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