Facebook Ads How To for Beginners
Social media advertising has proven to be more than a fad and has become a necessary part of every marketer’s arsenal. Because of its constantly evolving nature of best practices, new platforms becoming mainstream and ever-changing algorithms, you may find yourself nervous about investing time and money into unfamiliar promotional pursuits.
However, if you haven’t started using Facebook ads in your marketing, you truly are missing out on a worthwhile avenue. Facebook is the most widely-used social networking site and offers a number of onboard resources to help you reach their users.
Take a look at these basic how-to tips for Facebook ads beginners, and you’ll soon be on your way to creating high-performing campaigns.
Consider Power Editor
A little-known tool that can save you tons of time and frustration if you plan to place a lot of ads is Power Editor. It’s found in the Ads Manager, and it can allow you to have more control of your advertising. For example, you can manage multiple ads at one time, use search filters to navigate them easily and import your ads to Excel for reports.
Choose an Objective
Facebook offers various objectives from which to choose, depending on the goal of your campaign. The beauty of this is that you only pay for the actions taken that meet that specific objective. Some choices include “Event Responses”, “Lead Generation”, “Page Post Engagement” and “Clicks to Website.” There is a description of each option as you hover over them.
Decide on a Spending Limit
When you create a new campaign of your selected objective type, you can then decide whether to set a campaign spending limit. This is truly a helpful option for staying on budget. As someone new to Facebook ads, it’s also a smart way to begin while exploring different promotional strategies.
Develop Ad Sets
There are a number of components involved in each ad set you create. Before going into those individually, there are a few things you should know about the creation of ad sets in general.
First, be sure to create specific names for each set. It’s important to use identifying information that will help you set each apart in the future. You don’t want to waste time looking for data on a particular campaign.
Also, start with at least two ad sets so that you can compare performance. Gaining performance insight from the very beginning will help to set you on a path of successfully determining what works best for your brand.
Set a Budget
The first step to creating an ad set is to determine your budget. There is a daily limit of $5, but you can choose based on your comfort level. In addition, you also have the option of setting a lifetime budget for your campaign. Here is where you set the length of your campaign, as well. Through trial and error, you’ll soon get a feel for what works.
Target Your Audience
This is where you choose your audience for each ad set. You will find there are lots of options, and you should definitely try a few configurations for testing purposes. Facebook allows you to set general audience parameters based on demographics such as age, location, gender and language spoken. You can get a bit more specific by looking at behavior keywords and interests.
Be aware of the Audience Behavior Chart on the right side of the screen. Try to keep the arrow in the center of the green section in order to achieve an optimal target level. You don’t want to be too general nor too specific when narrowing your target. It’s also possible for more advanced users to upload email lists or to create similar marketing sets.
Determine Ad Placement
To start out, you can simply click “Automatic” to allow Facebook’s algorithm to locate your ad. Choosing your own placement type allows you more control and can save money. A suggested option is to start with the basics of “Mobile News Feed” and “Desktop News Feed.” Doing so puts your ads where the majority of users are likely to see them.
Create Your Ad
When it’s time to finalize your ad, you have a couple options. You can choose a post that has performed particularly well on your business page to promote or you can create a new one. When going with a new ad, Facebook can fetch an image from the link you include or you can upload a different one. It’s possible to choose a video instead of a static image. If you’d like to add multiple media, go with Facebook’s carousel option that allows you up to five. Follow Facebook’s image specification recommendations below the uploader for best results.
While there are multiple steps to ad creation with Facebook, it’s a fairly simple process once you get used to it. Have fun with it. Try different combinations to see what works best for your needs.