Facebook advertising is a great way to
connect with your audience on Facebook being the world’s largest social
network. It is a way to make your Facebook ads reach the target audience
including your fans who are likely to patronize your products and services.
It offers a great boost to your budget, conversion rates and also return on investments. You only have to pay to reach your most valuable customers (right audience) with the right advert and at the right time.
Facebook advertising is a great way to
get better return on your advertising money. To advertise on Facebook, you need to first of all master
how this advertising platform works and the basic guidelines that governs Facebook advertising. All these takes lots of efforts,
determination, preparation and creativity.
There are different types of Facebook ads including targeting options. Therefore, it’s necessary that you understand how to advertise on Facebook very well in order to get the best result.
In this article, we are going to take you through a step-by-step guide on everything you need to know about how to advertise on Facebook beginning from planning/setting up your first advertisement campaign to developing advanced campaign strategies.
How to set up Facebook ads campaign
1. Set goals for your Facebook ads
Before you can start to create any Facebook ads, you have to first of all set your own personal goal which includes the reason for your advertisement, what you want to achieve with the advert, how you want to achieve it, among others. All these goals will help to channel your advertisement in the right direction.
2. Set up Facebook ads manager
You have to know that all the Facebook ad campaign pass through a tool called Facebook Ads Manager tool. You can access this particular tool through a direct link at facebook.com/ads, or even by clicking on the “Manage Ads” in the drop-down menu on your Facebook page, or by clicking any of the CTAs on your Facebook page.
When you log into this page, you will see a performance dashboard where all your campaigns, ads and even ad sets are displayed together with the results that they have driven for your Facebook page. To start a new campaign, or ad or even ad set, through the Facebook ad manager, go to the type of ad that you want to create and click on the green “Create” button on the left hand side of these ads.
3. Select your objectives
If you click on "Create a Facebook Ad", it will take you to a new page where you can then select the objectives of your campaign.
You have to know that the Facebook ads manager already have several campaign objectives pre-installed in it. Before starting any advert, the ads manger will ask you to choose an objective for your campaign. There are about 11 different campaign objectives that will be displayed for you by the ads manager. These objectives include: Brand awareness, Reach, Website traffic, Engagement, App installs, Video views, Lead generation, Messages, Conversions, Catalog sales, Store traffic.
If you choose any of these objectives, then Facebook will automatically have a good idea of what you want, and it will then display to you the best ad option that suits your campaign.
4. Select your audience
The next step is to select and configure the right audience. To select your target audience, you will have to experiment with many different targeting options that are available until you get to the particular audience that befits you. There is a tool called "Audience Definition Gauge". This particular tool helps to narrow down these different targeting options to the option that best suits your campaign. It is also located at the right hand side of the audience targeting field.
How it works
The audience definition tool works by taking all the objectives that you selected into consideration and then display the potential target audience for your campaign.
The Facebook in-built target includes: Location, Age, Gender, Languages, Relationship, Education, Work and so on. There is even an option to customize your audience if you want. This creates a new and different avenue for you to target people on Facebook who have visited a page on your website or people who are on your company’s contact database. To learn more specifics on how to customize audience on Facebook, visit Facebook targeting resource.
When you have finally found your right audience, Facebook will allow you to save this audience so that you can use them later on as the case may be in order for you not to pass through this process again.
5. Set your budget
When you have selected your audience, the next step is to select your budget. This is where Facebook allows you to set the budget for your advert. There are two types of budget, namely;
i. Daily budget
ii. Lifetime budget
Daily budget allows you to run your ad set continuously for the whole day. If you want to use a daily budget, then you know that Facebook will set your spending for the whole day. Remember that the least daily budget for an ad set still remains $1.00 USD and must be at least 2X your CPC.
Lifetime budget allows you to run your ad set for a specified amount of time. If you are using the lifetime budget, then it means that Facebook will also set your spending throughout the specified time that the ad will run.
To learn more about budgeting, go to the advanced options.
6. Schedule
This is the option where you choose how you want your ad campaign to run. You can select if you want the campaign to run continuously, or if you want it to start immediately. You can also customize the time you want the ad to start and when it will end including the days of the week you want it to run.
7. Optimization and pricing
This is where you choose if you want to bid for your objectives, impressions or even clicks. This really affects the way your ads are displayed and paid for. When you select any of the options, then you pay for the ad that will be displayed to your target audience, that is, the right people that know the value of your products or service. Facebook still controls what the highest bid is.
If maybe you don’t want Facebook to set your spending for you, you can go for the manual bidding. This option gives you a total control of how you want to set on your spending. But Facebook will still give you some suggestions based on other advertisers’ spending so that you know what is obtainable.
8. Delivery
This is where you set how your ads will be displayed. Delivery is of two types, namely:
i. Standard delivery
ii. Accelerated delivery
Standard delivery will always display your ads for the whole day whereas accelerated delivery will help you to reach your target audience within a record time for time-sensitive ads. Remember that this option requires manual bid pricing.
10. Create your advert
This is now the time to select images or video, headline, body text, and where you want your ad to be showed on Facebook. For the body text, you will get about 90 characters to share a short message that will appear just above your image(s) or video.
There are two ways to create adverts, namely:
i. Using an existing post
ii. Creating a new advert
Using an existing post: There are certain types of adverts that you can create using an already existing post that has been shared on Facebook. Adverts like boosting posts. To use existing posts, go to Facebook ads manager and select “Use Existing Post” from the options. You can equally select the page that you want the take the post from including the post from that page to use as advert.
Creating a new advert: To create a fresh advert, you have to first of all select the format that you want to use for the advert. Facebook adverts have varieties of format depending on the outcome that you want.
The current format for advert includes:
Carousel: Create an advert with 2 or more scrollable images or videos
Single image: Create up to 6 variations of your advert using one image
Single video: Create an advert with one video
Slideshow: Create a looping video advert with up to 10 images
Canvas: Tell a more immersive story by combining images and videos
It is also important to note that the format of the Facebook advert that will be made available to you all depends on the objective that you set for your advert. When you have selected your format of choice, you then add content to your advert which includes images or videos.
11. Choose your ad placements
This is the option where you set the location that you want your ad to be shown together with the Facebook ads. Adverts can be shown in the Facebook ‘s mobile news feed or desktop news feed. You can also create your ads to appear on Instagram. Facebook always recommend the use of default ad placements for any objective that you choose. This helps Facebook to optimize ad placements for you so that you can be able to get the best result and the minimum average overall cost. But if you still want to choose your own ad placements, Facebook will still recommend some choices for you depending on your objective.
12. Place your order
Finally, your advert is ready. To submit your advert, click on “Place Order” button at the bottom right-hand corner of the page and your advert will be submitted. Facebook will then review the advert and you will still receive a confirmation email from them when your ad is live.
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