More than a billion people visit Facebook every day. Some of these users can become customers, those who buy or read. Isn’t there a reason for Facebook ads being beneficial for business?
Social networking offers great opportunities for marketers, but at the same time, for many, it is difficult and confusing. You can even launch your first ad campaign with a visual guide in the form of text.
How to set up Facebook ads?
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On Facebook, you can manage ads through Ads Manager or Business Manager. These are two tools with their functionality and capabilities. Most newbies prefer to start with the Ads Manager dashboard. It is enough to cover basic needs and set up an effective advertising campaign.
So, targeted advertising on Facebook via Ads Manager is suitable if:
- you need to run advertising campaigns from time to time;
- the user is setting up for the first time.
Business Manager is suitable if:
- it is required to competently organize work between employees;
- it is necessary to connect different sources of payment;
- information is collected from several pixels;
- you need to promote campaigns of different clients at the same time.
the Facebook advertising account Ads Manager is used to solve simple tasks, and Business Manager is used for brilliant ones. First, determine the features of your planned advertising campaign, and then study the specifics of Facebook advertising settings through a specific manager.
Creating Facebook Ads via Ads Manager
The work starts when the advertising account is ready, the business page of the company is added. We proceed directly to the launch of the Ad campaign. In the advertising account, we find the “Create” button and click on it.
Then we follow the next steps sequentially.
Selecting campaign objectives
They should align with the global goals of your business. There are several groups of goals for advertising campaigns on Facebook to choose from:
- recognition – you need to distribute the product to a large number of people and draw attention to the brand;
- leads – you need to get a specific action from the user: go to the site, watch a video, etc.;
- conversion – you need to get sales.
Each group has sub-options to narrow down your choices. Go through the settings, try to set different types of goals to get a better understanding.
Name your ad campaign and click the blue “Set up ad account” button. Here you have to set the country, currency, time zone and click “Continue”.
Important: specify the currency in which you plan to pay for Facebook ads. After launching it will be displayed to users, it will not be possible to change it.
Choosing a place where users will go after clicking on an ad
There are 3 places to redirect visitors from an ad:
- mobile app;
Everything is extremely simple. Choose the one that suits you and move on to the next step.
Choosing the target audience
At this stage, targeting starts. We set the settings for specific people to whom the ads will be shown.
It is immediately recommended to set up an audience according to the description that was made during the preparatory stage. Then you can create customized and similar audiences based on Facebook recommendations. So for now we will omit point 1 and start with 2:
For Places, select all or only locals, recent visitors, or travelers.
Set the regions or settlements from which advertisements will be displayed. You can manually enter the name or select it on the map. You can also exclude certain regions from the list.
Indicate the age of the target audience. It is highly desirable to segment your audience by this parameter. Let’s say you create a couple of companies with a step of 5-6 years. Thus, it will be more effective to optimize the advertising campaign, because users of different ages have a perception of their own.
Set the gender. It is better to test ad impressions for men and women separately to see the difference in some metrics: cost per click, time on site, bounce rate, the average number of viewed pages.
After setting up socio-demographic parameters, you need to go to detailed targeting.
You just start entering the required parameters, and the social network itself will provide you with options for settings.
There is also a “Connections” item here. It is needed to highlight the users previously interacting with the page. For example, you can exclude those who liked the business page.
There are a lot of targeting options on Facebook. You must have a portrait of the target audience: who is your potential buyer, what he likes, what pains and problems he has. With the answers to these questions, you simply set your preferences and serve ads to interested users. No empty and unnecessary traffic.
Please note: in the detailed targeting section, there is an audience narrowing function. Let’s say you are advertising a product for young mothers with children 0–3 years old. Specify the narrowing function, and the ads will be as targeted as possible.
Choosing an ad placement
There are 4 sites on Facebook:
- directly social network (mobile or desktop version);
- Instagram (settings on this site should be considered separately);
- Facebook Audience Network advertising network;
Each platform has subcategories – placements. For example, for the Facebook social network, this is a feed, stories, recommended videos, and the rest. If you hover over a subcategory, you can see what the Facebook ad looks like on the right side of the screen.
Keep in mind that all placements are selected by default. If you need to advertise on one or more sites, leave only the necessary ones.
You can also set the type of devices for displaying ads: computers, mobile devices, or all at once. There is even a setting for Facebook ads by the operating system.
Distribution of the budget for the Ad campaign
In any advertising campaign, you can drain all the money in a couple of hours, if you don’t distribute it wisely. Fortunately, Facebook has great budget optimization options:
You can choose the indicative cost, set the schedule of ad impressions. Consider the following when budgeting for targeted Facebook ads:
- expenses are planned per day or for the entire period of the advertising campaign. In the first case, the system automatically debits the specified amount from the account in the “Personal Account” every day.
- decide when the ads start showing: immediately after moderation or on a specific day;
- optimization of ad service depends on the original goal. For example, for “Traffic” you can adjust the settings to get more clicks or views of the desired page. Focus on your tasks, and the system will do the rest;
- with the form of payment, everything is standard: for clicks or for ad impressions. But there is one point. For some purposes, payment only for ad impressions is relevant.
Also, pay attention to the “Planning advertising schedule” setting. It is responsible for whether ads will be shown constantly or at certain hours:
Choosing a betting method and amount
What determines the cost of a click on an ad? On Facebook, everything depends on the auction. It determines the cost per click based on three factors:
The specified cost per click. This is how much money you are willing to give to everyone who clicks on the ad link. Facebook takes into account the audience preferences set earlier.
Assessment of relevance. After the start of the advertising campaign, statistics on the number of views, clicks, hidden ads, etc. will begin to accumulate. When there are half a thousand ad impressions, the system will assign an ad relevance rating – from 1 to 10. The higher it is, the more interesting the ad is for the audience.
Estimated frequency of interactions with ads. In an auction, Facebook ranks people’s clicks, purchases, signups, and more. The highest value ad wins.
Now about the settings.
Bids can be set manually (you set the price yourself) or automatically (Facebook does it for you).
Practice and numerous experiments of advertisers show that the automatic bidding method works better. And the cost will be lower here.
If you decide to choose the manual method, the system will show you approximate prices by the audience. Only the recommended cost will be overstated here, so don’t be intimidated.
Choosing the type of ad on Facebook
At this stage of work, decide on the format of your ads. There are 5 of them on the social network: a carousel, one image, a video, a slideshow, and a selection:
The first option is suitable for those who want to simultaneously advertise up to 10 product cards. Each is complemented by a unique clickable link.
For an ad with video materials, you need a video about 15 seconds long. The maximum weight is 4 GB.
A Compilation ad is available only for the Conversion goal. It will contain 4 products under the main picture or video.
Create an ad
Setting the parameters remains behind the scenes, but the advertising offer appears in full view of the audience. Create Facebook ads as competently as possible. Use a catchy call to action, add short and succinct text, choose a creative picture or video. Take everything from the possibilities of your chosen ad format. Even if you perfectly complete all the settings and hit the target audience exactly, uninteresting advertising on Facebook will not bring traffic.
As a result, you get a ready-made ad. Check everything again and click the “Confirm” button. The ad went for moderation, after which it will be launched successfully.
Auto-optimization in Ads Manager
This is one of the best features of in ad manager. You give Facebook assignments to manage campaigns, and it takes over half of the hard work. There are 4 event outcomes available:
- turning off an ad, an entire group or campaign;
- sending notifications to the Facebook advertising manager;
- optimization of the budget (increase/decrease in expenses per day or for the entire period);
- manual adjustment of preset rates (increase or decrease).
The rules apply to individual ad campaigns, single ads, and group ads. To set the settings, you need to click on the “Create rule” section in the edit tab. It remains to specify a combination of conditions that will lead to the required action.
Another useful tool in an advertiser’s arsenal. This is the place where the social network provides available information on your target audience: geography, purchasing behavior, etc. You can easily track everything. Maintain ready-made audiences and make your advertising campaign even more effective.
Working with Business Manager
Let’s take a look at a brief campaign setup through a professional account.
Registration of the business account
First, register the business account. Go to the Business Manager page and click Create Account. Enter the name of the company, e-mail address, and then you will be taken to the created profile.
To get started, add your own Facebook page or request access to the one you need. This will link your ad account to your main business page.
To link Business Manager to an ad account, you need to do the following:
- go to the section “Company settings”;
- select “Advertising accounts”;
- click “Add”.
The subsequent steps are the same as for linking the page. Only here, instead of the name, you enter the ID of the ad account. You can find it in the address bar under the Ads Manager section.
Access to tools
Please note that it is possible to grant certain powers to each employee. There are two options: standard and administrative access.
Administrator access is the highest level of control in the ad account. However, please note that each employee is required to use their account.
At the setup stage, a pixel is installed on the site. This is the retargeting code that captures all visitors to the resource. With its help, it is convenient to analyze, optimize and create audiences for ad campaigns.
Set up payments
Without this step, you will not be able to launch ads.
Go to settings and find the “Payments” section. Click “Add” and in the window that appears, specify the country, currency, card details, and the rest. Then click “Continue”.
Launching an ad
When the necessary accounts have been created, payment methods are configured, access is granted, you can proceed to advertise goods or services in the familiar Ads Manager interface. The scheme will include the choice of target, audience, placements – everything that we considered in the previous section.
Working with Acquisition and Retention campaigns
We figured out the ad setup. How to use this knowledge competently in practice and get excellent results?
If you own a website or mobile application, set up retargeting before launching an acquisition campaign. You will need:
- installing Facebook Pixel or Facebook SDK;
- creating a funnel for retargeting;
- setting up the necessary events according to the approved funnel;
- creating saved audiences for distribution to ad groups or ad campaigns;
- creating an advertising campaign with a suitable purpose.
Follow these steps step by step. And deal with the retargeting campaign first. Why? While you are targeting ads for a cold audience, Retention will ensure engagement with current traffic. This is a systematic promotion that reaches all relevant users and brings them to their final goal.
What’s the best goal for a retargeting campaign?
It all depends on the quality of the target audience:
- “Coverage” is suitable if there is confidence in the quality of the target audience;
- “Traffic” is recommended for situations where someone else has been sampling before you;
- “Conversions” are set by advertisers who doubt the quality of their audience.
Testing and evaluating the results will help you make sure you make the right choice. Try to set different goals and watch the responses. Remember that the selection of tasks for retargeting campaigns is a search for the ratio of the indicative cost per result to the total number of results.
How to manage Acquisition campaigns
The strategy and implementation of such advertising campaigns are completely different from retargeting ones. Start by testing. Create personas, several appeals for each, a list of target groups, load saved audiences.
When testing is running, pay attention to stabilizing the results and optimizing them.
Basic Facebook ad placement guidelines
A typical situation: the advertiser spent the whole day with the settings, checked everything thoroughly, but the ad and the whole advertising campaign simply did not go through moderation.
The social network Facebook has advertising policies that regulate restrictions on the promotion of certain products and services. The rules are available for viewing on the social network. Let’s focus on specific restrictions by topic.
A complete ban on:
- tobacco products;
- medicines and related products;
- goods 18+;
- non-existent functions of your product, etc.
Some ads on Facebook are partially allowed. For example, alcoholic beverages may only be displayed per local laws. Partial restrictions include dating services, financial services, nutritional supplements, etc.
Requirements for ads
Consider your specific placement requirements when choosing images for your ad. Restrictions apply to file resolution, aspect ratio, number of pictures (if it is a “carousel”), and other parameters. That is, when setting up each ad, it is worth checking the compliance of the selected images with the current requirements.
The universal rule is not to use pictures in which the text takes up more than 20% of the entire area. This applies to both individual images and elements of the “carousel”.
The Facebook social network allows you to flexibly interact with your audience. Advertisers like how advertising on Facebook works, its convenient user customization by internal parameters, the ability to download its database, and the automatic collection of site visitors to the target audience through a pixel. The manager’s interface is clean, easy to understand even for a beginner.
However, it must be remembered that you are dealing with an advertising budget. All actions need to be analyzed and calculated so that each cent is used to achieve the set goal. Study the Facebook ad settings carefully. This will help in promoting any product or service. And don`t forget about shinyessays.com to help you write your admission essay and not only.
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