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A Simple Guide To Create Your First Facebook Ad

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Overview

Over the past 10 years, Facebook has grown a huge user base which boasts over 1.23 billion active users at the end of the year 2013. So unless you’re trying to sell one of the most niche products in the market or industry, there is a very good chance that your target audience has a presence on the social networking site.

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Facebook has a number of different advertising solutions to help marketers to effectively and efficiently engage with your audience. Many of the social marketers sometimes have no idea as to which of these advertising solutions will work best for their brand or product. Facebook is one of the most important social networks for advertisers today and it’s something every small business must attempt to master. Seeing the growth of Facebook makes it clear that the social networking giant isn’t going anywhere anytime soon.

If you haven’t even used or familiar with Facebook advertising yet, don’t sweat it. No one can be behind the game when it comes to Facebook. In fact, there are many new features and solutions that even the most advanced Facebook advertisers can still learn.

Different Types of Facebook Ads

Before you can get started with creating a Facebook ad, it is important to first understand all of the different ad options that Facebook provides to determine what works best for your business. The different Facebook Ad options are as follow:

Marketplace Ads: These are the standard type of Facebook ads and a typical starting point for most small businesses.

Marketplace AdMarketplace ads are the ads you see on the right hand sidebar of your Facebook newsfeed. They allow advertisers to choose where the ad will send the person who clicks it. It can be a company Facebook page, a specific landing page on the businesses website, etc. It also gives advertisers a 25 character headline, a 90 character short description, and ability to add images that’s in the size of: 99px X 72px.

Advertisers also have the power to target their ads and have them shown to audiences based on demographics, location, specific interests, behaviors etc.

Page Post Ads: These are ads that show up on a user’s newsfeed the same way any regular status post would show up.

Page Post AdsPage Post ads are a little bit controversial because a user doesn’t typically want ads right there amongst all of the updates from their friends and family. But these ads are still very effective nonetheless.

These ads are a newer form of advertising on Facebook and allows advertisers to add links, photos, videos, etc to their ads. It is typically the most successful type of ad as it shows up right where a user’s attention is focused.

Sponsored Stories: These are the type of ads show up in a person’s newsfeed if one of his/her friends engaged with the company’s Facebook page recently.

Sponsored Stories

It s general notion that people are typically more apt to trust a product or service if their friends know about it or have used it in the past or they see that they have liked a page. People can show that they know about a product by engaging with a company’s Facebook page through likes, comments, reviews, adding a photo and sharing.

A sponsored ad will show up on the newsfeed of that person’s Facebook friends list. In the example above, the sponsored ad says that three of my friends liked this Facebook page. Even though the person hasn’t “liked” it yet, it is still showing up in his/her newsfeed.

Promoted Posts: They are ads that can only be shown to your existing fans and your existing fan’s friends circle.

Promoted Posts

Promoted posts allow you to make sure that a large percentage, that you can choose based on how much you pay for the promotion, of your fans will see your ad in their newsfeed. Advertisers will only pay Facebook a flat rate to make this happen so this process is not a pay-per-click (PPC) system. These ads will however look the same as sponsored stories, only the payment mechanism is different.

Step by Step Guide:

Setting up a Facebook marketplace ad is actually quite simple and easy process.

Step 1- In Your Facebook Page, Click on “Create an Ad” Button

Once you click on ‘Create an Ad’, you will be taken to a page where you can click on a link to learn more or just jump right into it and start creating your first advertisement.

Step 2- Choosing your Ad’s Campaign Objective

There are various types of Facebook advertisements and not all are created equal. Some of them are great for getting people to “like” your Page whereas some types are great for getting your fans to engage with you on a more personal level. Other type of campaign objectives are great for prompting your audience to click on your post which will send them to your website, landing page. Facebook’s Ads Manager, which helps you mange all your campaigns and ads in one place, is designed with your campaign objective in mind. Before you get started and proceed, Ads Manager will prompt you to choose an objective for your campaign.

Campaign Objectives- Fb Ad

  • Page Post Engagement: Promote your Page posts
  • Page Likes: Get Page likes to grow your audience and guild your brand
  • Clicks to Websites: Get people to visit your website
  • Website Conversions: Get people to perform certain actions on your site
  • App Installs: Get people to install your mobile or desktop app
  • App Engagement: Get people to use your desktop app
  • Event Responses: Increase attendance at your event
  • Offer Claims: Create offers for people to redeem in your store

An important to note that the objective that you will choose is done so on the campaign level. This means that if you decide to create a campaign in order to drive clicks to your website then all of your Ad Sets and ads should also target that same goal.

Step 3- Choose Your Audience

Advertisers can spend a lot of their time and money creating an amazing ad with a beautifully designed image and great copy, but if they aren’t showing it to the relevant audience, then what is the point? Hence, Facebook is one of the best platforms available to advertisers. It has a brilliant ability to segment an audience in detail. The ability to target is done on the individual ad level, which is housed under the different ad sets, which are further housed under campaigns. Facebook gives you a series of choices regarding your audience including location, age, gender, precise interests. There are more broad categories like entertainment, jobs/education, connections, friends of connections, relationship status, languages, education, and workplaces.

Choose Audience

To help advertisers in narrowing their focus, Facebook’s targeting criteria are accompanied by an audience definition gauge. This tool is located to the right of the audience targeting fields and it takes all of your selected properties into consideration in order to come up with a potential reach number, which can be very helpful.

If you’re wavering between choosing a specific audience over a broad one then you will need to consider your objective. On the other hand if you are looking to drive traffic, you will probably want to focus on the type of people you know will be interested in your product or service offerings. However, if you’re looking to increase brand awareness or promote a widely appealing offer then feel free to focus on a more general audience.

Step 4- Choose Your Campaign Budget

Once setting up the Facebook campaign is done, the next step is to set up an “Ad Set.” The Ad Set lives directly underneath the campaign and this is the place where you can set the budget of how much you want to spend. Facebook has recently changed where budgeting is done on the Ad Set level. This is so that users can allocate certain amounts to spend on specific markets or objectives. Facebook also offers advertisers with the option to set either a daily budget or a lifetime budget.

Campaign Budget

  • Daily budget. If you want your ad set to run continuously throughout the day then this is the option you will want to choose. Choosing a daily budget means that Facebook will pace your spending per day. Although, keep in mind that the minimum daily budget for an ad set is $1.00 USD and must be at least times your CPC (Cost-per-click)
  • Lifetime budget. If you want to run your ad for a specified length of time then select the lifetime budget option. Facebook will pace your spend over the time period that you set for the ad to run.
Step 5- Set Your Ad Headline & Description

You can add your headline and description that you want the users to see. The limit is 25 characters for a headline and 90 characters for the description.

Step 6- Choose Where To Place Your Ad

Now that the decision regarding which users you want to target and what you want them to do is done, it is best to think of where to place your ad. There are three main areas on Facebook that you can choose to display your ad.

Ad Placement

  1. Facebook News Feed Advertisement

The News Feed post is the most prominent and most used of the Facebook advertising placements. Newsfeed ads show up seamlessly in a user’s feed along with other content that they see from their friends, family and the people that they follow. Although, users are shown that it is a sponsored update with a disclaimer saying “Sponsored,” the posts still seem genuine since they can be liked, commented and shared just like on any other post.

  1. Facebook Mobile News Feed Advertisement

A good amount of the world’s Internet traffic is shifting towards mobile devices. Facebook recently stated that there were 1.01 billion mobile monthly active users on the social network as of March 2014. With such a large user base, it would seem like advertising to users on mobile devices would be a given, right? The answer to this depends on whether or not your company has a mobile-friendly website or a landing page. You wouldn’t want to pay to drive traffic on to your website if they’re going to have a poor user experience. This is something that all advertisers should bear in mind.

  1. Facebook Right-Hand Column Advertisements

These are ads that are on the right-hand side of the screen and sit directly beneath the “Trending” topics section. These ads are actually currently in a state of change as Facebook is moving away from an advertising format with several ads per page to one with fewer ads of fairly larger sizes. As of now, there are six ads per page, but this new update would decrease that to say two, giving advertisers more of a share of their users’ browsers space.

Step 7- Optimize Your Campaign, Review Order and Pay

Facebook Ads Manager

You have the choice to automatically optimize your bid to get more clicks (this according to Facebook), manually bid for clicks, or optimize for impressions. Hit “Review Order.”Once your ad is set to go, a screen will pop up asking you how you want to pay. Choose your desired method—credit card, PayPal, direct debit, or redeem a coupon—and hit “continue.” Fill in your information and you’re all set!

Manage and Track Performance

Once your ad is created, managing your ad is very a simple process. By visiting the Ads Manager link you will see a list of all your campaigns. If by chance you have more than one account, then that will also be an option and you can just click on the account associated with the ad that you want to manage.

Managing your ad means you can change the timing of the campaign and when you want it to run, how much you want to spend, and what the ad will look like. What’s really cool is the idea that you can always check back on the success of your ad by looking at the “results” section or by clicking on “full report” to get a more detailed information.

After understanding how Facebook ads work and how to setup your first Facebook ad, you will need to shift your focus to optimization. Optimization means making sure your ad is drawing in readers and getting placed in front of a relevant audience. Facebook will help you walk through these steps, but it helps to have a plan first and understand what best fits your decisions.

 Image Credits: shopify, ryanshaw, facebook, socialmediatipz.

Masters (MSc) graduate in Marketing
  • social-media-training

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