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Facebook ads are, in my opinion, the best advertising medium available today. No other advertising platform has ever allowed you to target your message so specifically and with such accuracy before.
If we look at traditional media such as television, radio or newspapers, the business case just doesn’t stack up anymore.
Facebook doesn’t just allow you to target your message, it also gives you a wealth of analytics and insights on how people are engaging with those ads. Something you just can’t get with traditional media.
But, how do you actually create Facebook ads that convert? In this article I’m going to show you what it takes to set up a Facebook advertising campaign.
The first step in the Facebook advertising process is to create a campaign. To create a campaign, you need to choose an objective for the campaign. This is where you want to think about what it is you reallywant to achieve from the campaign. Is it more sales? More page likes? Brand awareness?
To create a Facebook ad, go to your Ads manager and click on the create advert button. It’s the little green one in the top-right corner.
You have the following objectives to choose from:
The targeting capabilities of Facebook ads are what makes them great.
Being able to get your message or ad served to a specific group of people is something you can’t guarantee with many other forms of advertising.
With Facebook ads you can target by:
Connections is just a way for you to reach people who have a specific kind of connection to your page, app or event. For example, you can include only people who like your page or friends of people who like your page.
This will narrow your audience down a lot, but in theory, they should be a ‘warmer’ audience.
You have a couple of different options when it comes to ad budgeting:
Daily: This option allows you to select the maximum amount you’ll spend per day.
Lifetime: The second option allows you to elect the maximum amount you’ll spend during the lifetime of your campaign.
If you look over at the right hand side of the screen when selecting your budget, you’ll see the estimated daily reach of your ads. This is the number of people your ad will be served to, depending on your selected budget.
You then have to determine your ad schedule, which can either be set to run continuously or you can set it to have a specific start and end date.
Once you’ve set your schedule and budget, you’re asked about the optimisation of your advert delivery. They all have their own little descriptions so I won’t explain each one. They’re pretty self explanatory.
I always recommend going with the recommended option from Facebook. If you’ve chosen the send people to your website objective, you’ll have three options:
You then have to define your bid amount. This is basically defining how much you are willing to pay for someone to take the action you want them to do. So if you’re objective is clicks to website then you’re defining how much you’re willing to pay per click.
There are two bidding options on Facebook - Link Click (CPC) and Impression. I always recommend leaving it on Link Click. This means you’re only paying when someone actually clicks on your ad. Meaning you’re only paying for people that are showing some sort of interest in your advert.
There are two final options: advert scheduling and delivery type.
Advert Scheduling only works with lifetime budgets. You’re able to run adverts all the time, or run adverts on a schedule.
Delivery time is set to standard as a default and I’d recommend leaving it to that. You can useAccelerated if you’re wanting to promote a time-sensitive event that needs to gain popularity as quickly as possible.
Now the real fun begins! This is the section where you get to create your actual advert.
Firstly, you have to decide how you want your advert to look. You can choose between having a single image or video in your adverts, or multiple. If you choose multiple, the ad will have the carousel look to it.
When it comes to the Facebook ad design, you have five main features:
When it comes to advert design, you need to test different images and text to see what people react to best. When you start to see one or two ads working best, you can start to put more money into them.
Once your ads are designed, you need to decide where you want your ads to be shown. You have five:
Once you’ve done all that, you’re ready to go! Hit Place Order and that’s you. Facebook will go away and review your order before anything goes live.
This normally takes anywhere from two minutes to an hour. You’ll be notified to say your ad has been approved or not. There you have it! You’ve set up your first Facebook advertising campaign.
To get the best results from your campaign, you’re going to want to monitor them on a daily basis, looking out for things such ascost per click and conversions. You’ll also start to see a relevance score which lets you know how well targeted and relevant your ad is to your audience.
Facebook ads truly are one of the best, if not the best, ways to get your message in front of your perfect customer.
If you’re not already using them, I’d strongly recommend testing them out. If you want to chat about your specific businesses needs, then simply drop me an email and we’ll arrange a time to chat.
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The images in the article are broken.
Hey Emma, I've tested this in Firefox, Chrome and IE (latest versions) and they're working fine. Are you using a mobile phone, tablet or Mac? We can fix it if we know which browser you have.
Great article, but I'm using Chrome and the images are broken for me too. Nonetheless, I've been getting more interested in Facebook ads and you've answered many of questions. Thank you!
That's a shame - is it a Mac or PC you're using? So glad you found it useful
Images are broken.
http://sm-ukbf.star.sift.com/sites/default/files/six_0.png doesn't exist.
Before checking I would suggest to clear out a cache in case if you still have those images in cache...
Never check if something is working with a cached copy !
We've pinpointed the issue, thanks everyone and sorry that the images aren't working. We'll get this fixed. In the meantime if anyone wants a full version of the above with images, email me at: [email protected] and I'll send it on.
I also do not see the images. I am on Chrome and windows 8.1.
Regarding FB ads only thing that holds it back that you can not use keywords.
Thanks for sharing the best practices. Moreover, I found this helpful in order not to fail with Facebook campaigns: https://www.unboxed.social/why-your-next-facebook-campaign-is-likely-to-fail-and-how-you-can-fix-it/ ; https://www.bigcommerce.com/blog/create-facebook-ad-campaigns/