Setting up your first Facebook ad but not really sure where to begin?
Facebook Advertising can be really intimidating. There are lots of options and it can be hard for a beginner to really use advertising effectively.
Hopefully, this post will make things much easier for you.
Facebook is considered one of the top advertising channels online, and digital ad spend accounts for a whopping 51% of total advertising spend in the US. With close to 1.5 billion daily active users on Facebook, it is really not that surprising either.
Setting up a Facebook campaign takes little time and can yield excellent results for your business. Digital advertising produces a great ROI and it can happen very quickly with the right campaign and product. That is why you see Facebook ads for small local businesses as well as large corporations.
Facebook provides tons of detailed ways to reach specific people based on their behavior on your website, their known likes, engagement with your Facebook page, and other various elements of their demographics such as:
You can create extremely granular audiences that produce a high ROI using Facebook ads.
You can construct the perfect ad experience using Facebook ads. Contrary to another big name in the digital ad space, Google, your Facebook ad experience can be designed to attract your perfect audience. That is because Facebook has a wide range of ad formats to choose from.
Facebook is constantly adding more features and improving the user experience for both advertisers and normal Facebook users. This is a large part of why Facebook has sustained growth for so long, it’s always providing more value.
With all this in mind, let’s talk a little bit about how to get started.
If you’re unsure how to get started with Facebook advertising, don’t worry – we’ve got you covered.
Up next, you’ll find step-by-step instructions for setting up your Facebook advertising account.
Let’s start with the Facebook Business Manager Account.
The Facebook Business Manager is a tool designed to help advertisers manage their Facebook Pages and ad accounts.
P.S. – You can have multiple ad accounts and users all combined under your Business Manager account.
All you have to do to set it up is go to the Facebook Business Manager, and login using your Facebook account.
Once that is done, click on the ‘Business Settings’ CTA and click on ‘Pages’ under ‘Accounts’ in the left-hand sidebar menu.
Since this is a fresh account, you will need to add a business page to manage. So, click on ‘Add Page’ and simply select the page that you are looking to manage.
To add an advertising account to your Business Manager:
Before you can start advertising, you’ll need to give Facebook additional account information and enter your credit card data as a payment method for your ads.
You can’t publish your first campaign without setting up your payment method. This pays for the running of your ads. Once you set up your ad account, you won’t have to do this again until you need to change the payment method or create a new ad account.
Go to your Business Manager and from there, click on “Ad Accounts” located under “Accounts”. Fill in all the blanks by entering your company’s name, address, and other relevant information.
Now it’s time to add our payment method so we can move forward with creating a Facebook campaign. Click on your ad account settings -> Payment Settings. From here, we can insert our cc or payment method details.
You will land on the Billing page where you can:
To add a new payment method to your ad account:
You can expect a bill from Facebook on two occasions:
And now it’s finally time to set up your first ad on Facebook!
The Ads Manager is where you go to create and manage your campaigns, of course! In full, you can use the ads manager to:
There are three ways to access your Facebook Ads Manager account:
If you’ve never used the ads manager before, it can be quite a lot to take in at first. The bulk of your screen will comprisef four tabs:
Now that you have some understanding of the Ads Manager, it’s time to create our first-ever campaign!
This sounds really intimidating, doesn’t it?
Don’t worry. This stuff is really easy and anyone can do it.
Step 1: Select Your Campaign Objective
You can choose from a handful of campaign objectives that match your advertising goals.
For instance, if you are looking to drive traffic to a physical location you would use “Local Awareness”.
If you’re driving traffic to a website, you want to use “Conversions”.
Here’s the complete list of Facebook campaign objectives available:
You should always select the objective that best reflects your desired outcome for the campaign. If you are promoting a website, you will most likely be running a conversions campaign.
If your campaign’s end goal is to for example submit information to you via a lead form, then you should select the lead generation objective instead.
Step 2: Give Your Ad Campaign a Name
After we have decided on our campaign type, let’s give our campaign a name.
This may seem like a fairly simple step, but it is actually very important to adopt useful naming conventions for your campaigns.
This way, you can easily organize your campaigns as you scale and run more of them. It also sets you up for hyper-efficient reporting later on when it comes time to analyze your results.
For example, you should always include the date range the campaign will be running in your campaign name. Depending on whether you are advertising for your own business or for clients, you can add more elements in your campaign name:
Hopefully, this gives you some good ideas to keep your campaigns organized and simplify reporting later on with custom campaign names. After you select your objective, you can also choose to create a split test on the campaign or optimize your budget.
Creating a split test, or an A/B test allows you to run experiments and collect data that shows you the best performing creative, placement, audience, and delivery optimization strategies
Let’s move on and set up our audience!
Step 3: Set Up the Audience Targeting
Facebook offers a lot of powerful ways to target audiences, and we’ll talk more at length about creating these different audience types in another post. The next step is where you will create your ad sets or audiences.
If we think back to the last chapter, you should recall your main ads manager screen has a campaigns tab, ad sets tab and an ads tab.
The ads and ad sets are contained within your campaign, with the ads containing a specific combination of creative and an ad set containing a specific audience and budget.
In this phase of your campaign setup, you have two options:
P.S. – Custom or lookalike audiences are another extremely powerful targeting option for you.
As you build your audience, Facebook will estimate your daily reach and tell you if your audience is too big, too small or if it’s just right using a meter.
You can target “likes” or interests on Facebook, behaviors or demographics, and create very specific audiences to target in your campaign.
Step 4: Set Up Your Ad Placement
By default, Facebook will have “automatic placements” selected which can include Facebook, Instagram and Audience Network, but generally will use the placements optimized to give you the best results.
You can also choose to edit your placements if you have some data on what placement works best for you.
The full list of placements are:
Here are the ad placements recommended by Facebook for every campaign objective:
Brand awareness: Facebook and Instagram
Engagement: Facebook and Instagram
Video views: Facebook, Instagram and Audience Network
App installs: Facebook, Instagram and Audience Network
Traffic (for website clicks and app engagement): Facebook and Audience Network
Product catalog sales: Facebook and Audience Network
Conversions: Facebook and Audience Network
Step 5: Set Up Your Facebook Ads
The actual ads are what users on Facebook will see, and you want them to look good. This is the final step of your campaign creation process.
You can select your preferred Facebook ad type and insert your ad images and copy. There are two options here: you can either select an existing Facebook Page post or create new ads.
Note: Before this step, you actually need to set up your Budget and Bidding. But these are huge topics in themselves and they deserve their own separate blog post.
That’s all, folks.
See, that wasn’t so hard, was it?
If this post helped, drop a comment and tell us what you would like us to help you with next. Also, don’t forget to share this with more people.
Keep advertising, keep reading our posts, and keep in touch.
Until next time!
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