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Facebook Ads Guide: How to advertise on Facebook
With all the modifications that Facebook has been making in its policies and in its algorithms, the organic visibility to everyone’s blogs has gotten less and less.
Although there are still many who do not want to recognize it, without a good economic investment on Facebook there is almost no visibility … It is a trend that has been growing for several years now and will continue to do so.
The change in the Facebook algorithm is not all negative. These same strategies that Facebook uses to monetize their platform by pushing companies to use Facebook Ads campaigns, have made their advertising tools the best online, better than even Google Adwords.
The purchase of Instagram has also brought many opportunities for companies and bloggers to advertise to a wider audience through the Facebook ads manager. The integration of Instagram with Ads, allows us to obtain greater options to reach more target audience and to increase the profitability of any ad campaign.
Many businesses still do not understand or know how to use Facebook ads to grow their business. Below I will show you how to setup and get results for your Facebook Ads.
Facebook Ads Guide What you need to know and how to advertise on Facebook!
This post will help you to better understand Facebook Ads and help you plan and develop your own advertising campaigns.
What is Facebook Ads and what are its main features?
Facebook Ads is a platform which you can create all types of advertising campaigns and target your ideal customer within the largest social network in the world and Instagram.
Running ads on these two social platforms can be beneficial for any brand, company, business, coach, etc. that wants to become much more visible. These platforms can put your ads in front of millions of users.
This “social media advertising tool” allows us to create different types of ads and segment them according to the particularities of the target to which they will be directed Here are a few of the different options you can target
- Country or city of residence
- Civil status
- Customs, interests or tastes of the user
Two tools to advertise on Facebook:
► Power Editor: is a tool that helps businesses manage multiple campaigns, ad sets and ads. It’s easy to create, edit, manage and optimize campaigns, ad sets, ads and Page posts in bulk, across a large number of different ad accounts and Pages.
► Ad Manager : Your ad campaign command center. When you’re ready to run ads on Facebook, Instagram or Audience Network, Facebook Ads Manager is the place to start. Ads Manager is an all-in-one tool for creating your ads, managing when and where they’ll run and tracking how well your campaigns are performing
Throughout this post I will focus on showing you how to use and optimize your ads through Ads Manager, Although some of the advice I give you can also be used in Power Editor
Thanks to the Ad Manager you can manage, evaluate and control your campaigns.
So knowing that Facebook is the social network with the highest number of users, and it is also one of the less expensive platforms to advertise on, creating Facebook Ads campaign would be a very smart investment in creating profits for your blog. (especially if we design and segment it correctly).
Facebook Ads Campaign Structure
In the infographic above provided by the team at Facebook Business we see the structure of a advertising campaign
Detail about the structure of your Facebook ad campaign
Each campaign must have a single advertising goal from the 10 available (shown below) for all of your ad sets.
► Ad set
A campaign can have multiple groups or ad sets. But each ad set must define a budget, timeline, bid, location, and audience targeting for all your ads.
Within each ad set, we can have multiple ads. And each of them have different combinations of images, text, links, videos or call-to-action buttons (but they share the segmentation and budget of the whole set).
Advertising goals and Marketing Objectives
Facebook has changed some features and now there are 10 different marketing objectives (goals) for our campaigns.
Among the new features is the grouping of objectives based on three categories of objectives:
Recognition: Increase the visibility of your brand within Facebook
- Awareness: Increase the visibility of your brand within Facebook
- Consideration: leads other people to perform a certain action
- Conversion: get more conversions from your customer
Here I will go into a bit of info on the options so you can decide which one you should use according to the objective of your campaign.
- Brand awareness: Increase awareness for your brand by reaching people who are more likely to be interested in it.
- Reach: Show your ad to the maximum number of people.
- Traffic: Send more people to a destination on or off Facebook such as a website, app, or Messenger conversation.
- Engagement: Get more people to see and engage with your post or Page. Engagement can include comments, shares, likes, event responses and offer claims
- App Install: Send people to the store where they can purchase your app.
- Video Views: Promote videos that show behind-the-scenes footage, product launches or customer stories to raise awareness about your brand.
- Lead Generation: Collect lead information from people interested in your business
- Conversions: Get people to take valuable actions on your website or app, such as adding payment info or making a purchase. Use the Facebook pixel or app events to track and measure conversions.
- Product Catalog Sale: Create ads that automatically show products from your product catalog based on your target audience
- Store Visits: Promote multiple business locations to people who are nearby
How to target your audience with Facebook Ads
It is very important to carefully analyze who we are trying to reach with our campaign, because if we choose the wrong audience to target we will be losing money.
This is why Facebook Ads allows us to segment the audiences to which our ads will be shown to the parameters you choose.
Targeting your Facebook Audience
Here’s how to create and target your audience (if you have already created an audience before, you can select it instead of creating a new one)
► Custom audiences
Reach people who have a relationship with your business, whether they are existing customers or people who have interacted with your business on Facebook or other platforms.
You can set up and create a personalized audience by:
- Customer Files: Use a customer file to match you customers with people on Facebook and create a audience from those matches
- Website Traffic: Create a list of people who visited your website or took action using Facebook pixel
- App Activity: Create a list of people who have launched your app or game, or took specific action
- Engagement: Create a list of people who engaged with your audience on either Facebook or Instagram
We can define the geographical segmentation of our ads by the following criteria
- Everyone in a specific place
- People living in a specific place
- People who have recently stayed at specific place
- People traveling to a specific place
After choosing one of these criteria we continue to decide the countries, provinces, states or cities of the people you want to target in this set of ads.
In this option we will also be able to use exclusion targeting. That is, excluding places (a country, a province or a particular city).
You must choose between a minimum age (13 years) and a maximum age (+65 years).
Here you can choose to make your ad visible to only men, women or both.
Choose the language or languages of the people who will be able to see your ad.
► Detailed Targeting
Define your audience by including or excluding demographics, interests and behaviors:
- Demographic: As an advertiser, you can refine your ad’s target audience based on content people have shared about themselves in their Facebook profiles, such as age, gender, relationship status, education and type of work they do. .
- Interests: Interest targeting lets you define your ideal audience by their interests, hobbies and Pages they like on Facebook.
- Behaviors: Behaviors are activities that people do on or off Facebook that inform on which device they’re using, purchase behaviors or intents, travel preferences and more.
Behaviors are constructed from both someone’s activity on Facebook and offline activity provided by data from Facebook’s trusted third-party partners.
Reach people who have a specific kind of connection to your Page, app or event. This will narrow your audience to include only people with that specific connection who also meet the other targeting categories you’ve selected.
- Connections with your Facebook company page
- Connections with your apps
- Connections with your events
You can also exclude those criteria and combine several at the same time.
As we select and fix the criteria for our audience we can see in the right column the real-time Facebook Ads estimate of the potential reach of our defined audience.
Recommendation: Do not try to reach everyone, because in the end it will be to broad and will actually hurt your reach and conversions.
If you do not have a good budget for your campaign, your best bet would be to try to maintain a maximum potential reach of about 200 thousand people. Of course this always depends on the campaign and the investment.
In short, if we try to reach a large number of people, sacrificing part of the target audience (because we do not have an large budget), we could lose effectiveness in our campaign and as we said before, end up showing that ad to people who may not be interested in it.
Location of ads on Facebook
Your ads will show up in different places. but you have the option to choose exactly where you want to display your ads.
There are two ways to select ad placements.
1 – Automatic placements
With this option we leave it in the hands of Facebook to choose the best locations for your ads to be displayed at.
Your ads will be displayed in:
- News section (mobile devices and computer)
- Facebook’s right column
- Audience Network
- Instant articles
2 – Edit locations
Selecting this option will give you total control over the locations where your ads will be displayed.
You can choose the locations of where your ads will appear according to the following criteria:
- Device types: all, mobile only and computer only.
- Platform types: in Facebook Timeline, Instant Articles and the Right Column, Instagram and Audience Network sections.
- Advanced options: it is possible to target mobile devices or Wi-Fi connections.
How does Facebook calculate the price of your ad?
The price calculation of each of your ads will depend on the options you pick. I will discuss those options below:
1. Specify the campaign budget
Budgets can be set for a period of time (campaign) or for an average daily spend.Keep in mind that the budget is set for an entire set of ads, not per ad-set.
2. Defines a time period
You can decide if you want it to have a fixed duration (day and time of start and end) or uninterrupted.
3. Optimize for ad delivery
Facebook now offers us three main types or structures of optimization, regarding the calculation of the price of our ads.
- Interaction with a post: Will show your ad to the people most likely to interact with that post.
- Impressions: will show the ad to the target you choose as many times as possible.
- Unique daily reach: Will show your ad up to one or xxx times per day.
4 . Price (choose your bid)
There are two clear options, in the first (Automatic) your bid will be automatically optimized for more interaction or impressions.
In the second (Manual) we will set the maximum price that we are willing to pay for a conversions.
Important: Depending on the delivery option chosen, the price will be set at cost per impressions or per click.
- CPM or PPM: cost per thousand impressions (CPM) or pay per thousand impressions (PPM). An impression is the same as a view. With CPM you will pay for every 1,000 times that someone sees that ad, in the different places that Facebook has available for it (computer / computer news section – cell / mobile news section or right column), even if you get no engagement or conversions.
- CPC or PPC: cost per Click (CPC) or pay per Click (PPC). In this option we will pay for each click that is made on our ad
How does the bid on Facebook Ads work?
Each one of your ads competes to be shown to the audience that you have chosen through your segmentation in a virtual auction against other ads that also have criteria more or less similar to yours.
The ad that wins an auction and gets shown is the one with the highest total value. Total value isn’t how much an advertiser is willing to pay to show their ad. It’s combination of 3 major factors:
- Advertiser bid
- Estimated action rates
- Ad quality and relevance
You represent how much you value the result your ad set is optimized for with your bid (or you let Facebook do it for you with automatic bidding). I recommend bidding your true value or higher for best results.
Estimated action rates
Each ad set is optimized for an action. Estimated action rates represent how likely Facebook thinks a given person is to take that action. This helps differentiate between an ad being generally relevant to someone’s interests and it being likely to cause them to take the action you’re optimizing for.
Facebook base their estimates on the previous actions of the person you’re trying to reach and your ad’s historical performance data. I recommend optimizing for an action that happens at least 15-25 times per week (though more than that is better) for best results.
Ad quality and relevance
Facebook represent how interested they think a person will be in seeing your ad with measures of its overall quality and specific relevance. For example, if your ad has gotten lots of negative feedback, that can decrease its total value. Or, if the person has a history of being interested in what you’re advertising, that can increase its total value.
To get an idea of how users are reacting to your ad, check its relevance score.
Analyze and control the performance of your ads
Analytics is very important in advertising. Therefore, before we start spending money we have to be very clear about our objectives and the Key Performance Indicator ( KPI ) that we will use.The same way if we were increasing the budget, we would evaluate that ad to see the results it is bringing in.
It is in the Ad Manager where you manage and control Ads campaigns, through the statistics and graphics provided by Facebook, we can also edit and correct anything that deals with the ad.
From Ad Manager you can also pause, end, delete, or edit the duration of the ad ( from the same page you can also go to the statistics tab and see the numbers of ads you have).
Step-by-step Tutorial – Create a Facebook Ads Campaign
The following steps are useful for almost any campaign objective or type of advertisement.
If we wanted to get more traffic for a blog post, boost sales or collect emails we would choose the “Traffic” or “Conversion” option. If we wanted to to get more downloads for our apps we would choose “App Install”
The most commonly used option is the “Brand Awareness” Option this is due to the changes in the Facebook business page algorithm. This is the example I will be using below.
Now, let’s create our first Facebook Ads campaign.
1 – Designing your campaign
Go to your Facebook profile or company page and in the drop-down menu at the top right, choose the “create ads” option.
2 – Campaign target
Once inside the Facebook Ads ads page, we now select the first option (or type of advertisement): “Brand Awareness”.
3 – Campaign name
After picking Brand Awareness and before clicking continue, you will have to enter a Campaign Name for the campaign we are starting. After you select name click continue.
4 – Who do you want your Facebook ads to reach?
Target Audience: this is the most important part of the whole tutorial and one of the stages that will determine the success or failure of any Facebook Ads campaign (that is why it is one of my favorite parts).
Here we select and define as much as possible about target audience.
As we have seen previously in this post, we will proceed to define the different options we want to target in search of that ideal audience.
5- Choose where you want your ads to appear
Ad Placement: Select the most appropriate placements for your campaign
6- How much do you want to spend on Facebook advertising?
Budget: we can define the total or daily budget and the period of time we want to run ad for.
Optimization for Ad Delivery: Select if you want your ad to run all the time or on certain parts of the day
7 – Name your ad set
Choose a name for your ad set that is clear and will be easy to identify among your other ads
If we use an existing ad set, we could keep the same name you already have.
8 – Advertising and Preview
Now we must select what ad to show.
We have two options, create a new ad, or use an existing post from your business page.
Create new ad
We can make a new ad for our campaign by selecting “Create new ad” at the top.
Next we must choose what type of format we want to use for our ad:
- Single image
- Single video
Depending on the format you have chosen, you must then choose what content to include.
In the section called “Page and Post” you can select the facebook page connected to your ads, as well as add another one by clicking (+), and you can also connect your Instagram account.
You can also modify and customize the text that is displayed as a description.
Finally, to the right you have a preview with the 5 formats in which your ad will be presented according to the placements we have chosen previously.
Use existing publication
If you use an existing post you will be asked to choose one of your business pages that you want to associate with this campaign, you can also connect your Instagram account.
If you access the advanced options you will have the possibility to select the option to follow up with a pixel.
Finally in this section we can also preview our ad in the five formats that will be presented by Facebook to the locations we have previously chosen.
9 Place your ad
Once all this process is completed, you can preview the general options in “Review Order” or end by clicking on the green button called “Checkout”. This will send your ad to review. Once your ad is approved it will start showing up in news feeds or the locations you chose.
Thank you so much for reading this guide. As you can see setting up a Facebook ad is not rocket science. Hopefully I have encouraged you to take the leap and super charge your business .