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A Step-by-Step Guide to Advertising on Facebook

There are a plethora of options available when creating a sponsored Facebook ad.

Ensure that you’re aiming for the proper audience Are the dimensions of your image, correct? Is the ad you’re running the proper one? There is a fair amount of confusion, to be honest.

With more than 2.6 billion active monthly users and approximately 1.7 billion active daily users, Facebook presents a unique opportunity for marketers to enhance their organic efforts. Having both time and money at stake means that there is little room for monitoring.

Check out our checklist to make sure you don’t forget anything important in your campaign. To learn more about ways to make your advertising more effective while still saving money, have a look at this little video. These will help you target the correct audience with the right ad at the right moment.

There are several ways to pay for advertising on Facebook, but they can all be split down into three categories:

  1. Campaigns. The campaign houses all of your assets.
  2. Ad sets. If you’re targeting separate audiences with different characteristics, you’ll need an individual ad set for each.
  3. Ads. Your actual ads live within your ad sets. Each ad set can hold a variety of ads that vary in color, copy, images, etc.

With that terminology out of the way, let’s dive into creating an ad.

How to Run Facebook Ads

  1. Create a Facebook Ads Manager account
  1. Open Facebook’s Ads Manager and begin crafting an ad for your business.
  2. Determine your goal.
  3. Identify your target audience and tailor your message to them.
  4. Setting a budget is the final step in preparing for your trip.
  5. Make an advertisement for your product or service.
  6. 7Keep an eye on your ad’s metrics.
  7. Reporting on the performance of Facebook ads.

1. Create an account with Facebook Ads Manager.

Users can keep track of all of their ads via Facebook’s Ad Manager, which is a feature-rich dashboard.

You can see how much you’re spending each day on the dashboard right away. The dashboard is divided into columns, making it easy to sort through your advertising and generate a customized view of your results. It’s a no-brainer to report on performance because key metrics like reach, frequency, and cost are readily available.

You must have a Facebook Business Page in order to use the Facebook Ads Manager (learn how to set one up here). This is due to the fact that you can’t advertise on your own Facebook page.

Then, take the following steps to get started:

  • Facebook’s Ads Manager is located at https://ads-manager.facebook.com.
  • Click the “Go to Ads Manager” option.
  • Set up an ad account and verify your details.
  • Your payment method has to be set up.
  • Changes should be saved.

Once the Ads Manager is set up, it serves as the hub for all of your Facebook advertising efforts.

2. Start creating an ad through Facebook’s Ads Manager

To check the outcomes of your campaigns, ad sets, and ads, you’ll need to log into the Ads Manager first. This dashboard will be blank if you haven’t already created an ad for your Facebook page.

Facebook’s Ad Manager allows you to create a new campaign, ad, or ad set by clicking on “Create” in the far left-hand corner of the ad type you’d like to create. In this screenshot, you can see that we’re currently planning a new marketing campaign.

FB ads manager campaign creation
FB ads manager campaign creation

3. Choose an objective.

When it comes to social media ad management systems, Facebook’s Ads Manager is geared at helping you achieve your campaign goal. Before you begin, Ads Manager will ask you to select a campaign objective:

It is possible to select from a total of eleven goals. All of these things are included in the list, from brand awareness and app downloads to increase visitors to your online shop.

So that Facebook knows what your goal is, you should select one of these objectives. This will help them show you with the most relevant ad possibilities. Facebook’s ad options, as displayed in the screenshot above, include:

  • Brand awareness
  • Reach
  • Website traffic
  • Engagement
  • App installs
  • Video views
  • Lead generation
  • Messages
  • Conversions
  • Catalog sales
  • Store traffic

For the sake of this blog article, let’s assume that you want to increase the number of visitors to your website. Selecting this option will prompt you to input the URL you want to advertise on Facebook. Keep track of this ad’s traffic and conversions by setting up a unique tracking URL with UTM parameters in your marketing automation program. Customers of HubSpot have the option of using the Tracking URL Builder to create this type of URL.

The ad option that makes the most sense in terms of attaining this goal will subsequently be displayed by Facebook.

4. Choose your audience.

For each ad set that is part of a campaign, you can customize your audience’s demographics. There is a good chance that you will have to try a few different targeting options before you find the ideal demographic for your sponsored advertising on Facebook.

Facebook’s targeting criteria come with an audience definition gauge to assist you restrict your focus. All of the properties you’ve selected will be considered by this tool, which can be found just to the right of the audience targeting sections.

If you’re torn between narrowing your target audience or broadening it, think about your goal. If you’re trying to get people to your site, you’ll probably want to target those who are likely to be interested. However, if your goal is to raise brand awareness or promote a product or service that appeals to a wide range of people, you might choose to target a broader demographic.

Demograph
Demograph

Facebook’s built-in targeting is vast, including options such as:

  • Location
  • Age
  • Gender
  • Languages
  • Relationship
  • Education
  • Work
  • Financial
  • Home
  • Ethnic Affinity
  • Generation
  • Parents
  • Politics (U.S. only)
  • Life Events
  • Interests
  • Behaviors
  • Connections

Selecting a Custom Audience lets you target Facebook users who are in your company’s contact database, have visited a page on your website that contains tracking pixels, or have downloaded your app or played one of your games, among other possibilities. Check out these guidelines on how to create a Facebook Custom Audience. A great resource for learning about Facebook targeting may be found here.)

Once you’ve been running Facebook ads for a time and have found a group that responds favorably to your advertisements, Facebook allows you to save these audiences to be utilized again in the future.

5. Set your budget.

You can set a daily or lifetime budget on Facebook. What sets them apart from one another is as follows:

  • Budget for each day. Ads that run continually throughout the day are best served by this setting. With a daily budget, Facebook keeps track of how much you’re spending each day. The daily budget for an ad set must be at least $1.00 USD and 2X your CPC.
  • Budget for the rest of one’s life. Select lifetime budget if you want your ad to run for a specific period of time. As a result, Facebook will monitor your ad’s performance and adjust your budget accordingly.
FB ads budget and schedule
FB ads budget and schedule

Use the advanced settings, which can be found at the bottom of the snapshot shown above, to fine-tune your budgeting. There are a few options you can choose from here:

Schedule

Choose whether or not you want your campaign to run constantly or whether you prefer to set the start and finish dates yourself. Ads can also be restricted to specific times and days of the week by setting parameters.

Optimization & Pricing

You can decide whether or not you want to bid for your goal, whether it be clicks, impressions, or a combination of all three. It will affect how your ad is shown and paid for. As a result of this, your ad will be shown to people who are more likely to accomplish your desired action, but Facebook will decide what your maximum bid is.

This option is best if you want to avoid Facebook setting the best possible bids for you. This option allows you to set your own price for each completed task. But Facebook will present a suggested bid based on the behaviour of other marketers to give you an idea of what should be shot for on the social media platform

Delivery

A conventional delivery or an accelerated delivery might be classified as either. Your advertising will be shown throughout the day with standard delivery, while rapid delivery is ideal for time-sensitive campaigns (Note: this option requires manual bid pricing).

6. Create your ad.

What do you envision for your ad? It all comes down to what you were hoping to accomplish in the first place.

You may use Facebook’s Ad Manager to help you improve the amount of people who visit your website by promoting Clicks to Website ads. Isn’t it obvious?

Links and Carousels are the two types that make up this ad choice. All of this boils down to the fact that you can choose between Link ads and Carousel ads that display three to five photos at no additional expense.

This is how a Links ad will look like when it appears on the screen:

Link ad display on screen
Link ad display on screen

A Carousel ad will be displayed like this:

Carousel ad display on screen
Carousel ad display on screen

Your creative assets must be uploaded once you’ve made a decision. For each form of ad, Facebook has a set of design guidelines that must be adhered to.

As a rule, Facebook requests that single image ads comply to the following design guidelines:

  • Text: 125 characters
  • Ad Headline: 25 characters
  • Image ratio: 1.91:1
  • Image resolution (including CTA): 1080 x 1080 pixels

For multi-image ads — also known as Carousel Ads — Facebook provides the following design recommendations:

  • Recommended image size: 1080 x 1080 pixels
  • Image ratio: 1:1
  • Text: 125 characters
  • Headline: 40 characters
  • Link description: 20 characters

Text cannot make up more than 20% of your image. Examine your image to see how much text there is.

These are the ad alternatives for the “Traffic” aim, so keep that in mind.

If you choose to “boost your posts,” you’ll see a variety of ad choices, such as the Page Post Engagement: Photo ad. It has its own set of design guidelines for this commercial. Ad alternatives and their design specifications can be found here.

As soon as you’ve chosen an ad kind, the Ads Manager will ask for your preferred ad display method. Desktop News Feed, Mobile News Feed, and Desktop Right Column are the available options.

As an example, here’s how each of the ads would look:

Desktop News Feed

Desktop Newsfeed
Desktop Newsfeed

Mobile News Feed

Mobile Newsfeed
Mobile Newsfeed

Desktop Right Column

Desktop Right Column
Desktop Right Column

You can only use Desktop Right Column advertisements if your ad is linked to a Facebook page. Learn how to create a Facebook Page to take advantage of all three display locations.

7. Monitor your ad’s performance metrics.

You’ll want to keep an eye on your ads once they’re running. You’ll need to check your marketing software and the Facebook Ad Manager to view the results.

Here are a few critical metrics to keep an eye out for, as outlined by Facebook:

  • Performance. If required, metrics such as results, reach, frequency, and impressions can all be added on.
  • Engagement. Metrics like “likes,” “engagement,” and “post engagement” can all be added on as desired.
  • Videos. Can be further adjusted to incorporate stats such as video views and the average percentage of video viewed
  • Website. Additional metrics can be included, such as website actions (all), checkouts, payment details, purchases, and adds to cart.
  • Apps. It can be further adjusted to incorporate metrics such as app installs, app engagement, credit spends, mobile app activities, and the cost per app engagement
  • Events. Additional metrics, such as event responses and the cost per response, can be added.
  • Clicks. The stats can be further adjusted to include clicks, unique clicks, CTR (click-through rate), and CPC (cost per click) (cost per click)
  • Settings. Can be further modified using metrics such as start and finish dates, ad sets, ad IDs, delivery, bids, and goals.

In the Ads Manager, you’ll be able to access all of the metrics you need to evaluate the effectiveness of your advertising campaigns.

Depending on the level of granularity required, you’ll think about your data in one of four ways:

  • The account levels
  • The campaign levels
  • The ad set level
  • The ad levels

The Account Level

This provides a broad overview of campaign performance. You’ll be able to see the big picture with the help of aggregate data.

In the advertising manager, go to Account Overview and choose it. Customize your measurements and time ranges from there, as well as other options.

The Campaign, Ad Set, or Ad Level

By analyzing the performance of campaigns and even individual ads, you can get a significantly more detailed picture of how your marketing efforts are working. This can help you identify which messages, audiences, and collateral resonate the most with your target audience and customers.

Only a few clicks away, you can access your campaigns, ad sets, and ad campaigns in the Ads Manager.

8. Reporting on Facebook ad performance.

You can receive custom reports via email as well. Here’s how to set it up:

  1. Navigate to Analyze and Report through the upper main menu.
  2. Choose Ads Reporting.
  3. Select Create Custom Report.
  4. Select and open a saved report.
  5. Choose Save As next to the save icon. Give your report a name and check Schedule Email.
  6. Follow the prompts to edit and confirm your reporting preferences.

When preparing a paid Facebook ad, there are a lot of specifics to keep track of, but it’s crucial to remember the overall picture. Facebook clicks and conversions are critical metrics to track. But if your URLs have precise UTM codes, you can use your marketing software to measure the full-funnel efficacy of your ads.

In order to maintain track of the number of leads or consumers you’ve obtained from your advertising campaigns; it is important to use URL tracking. Facebook’s marketing strategy can be improved by using this information to determine the source’s ROI.

HubSpot customers using our advertising platform have this process taken care of. You can also use the Tracking URL Builder on the Reports Home page to build custom tracking codes for your Facebook campaigns. Simply enter a URL, attach a campaign, and select a source in your Sources Report to attribute it to. You’ll be able to see how many visitors, contacts, and customers you’re attracting as soon as your ad goes up and your website sees traffic and conversions.

In order to spread your brand recognition and produce leads from your potential customers on Facebook, you must first learn how to set up an ad on the network.

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