When it comes to Facebook most business owners are eager to use this network, but quickly realize there is so much more to this network than just daily postings. One of the biggest facets of this network is it’s complex and comprehensive ad capabilities. This leaves most small business owners having no clue to even know where to start…Don’t fret you are not alone!
Let me break down 10 simple Facebook ad basics for business owners:
1. Know Your Audience
Before you even begin to think about advertising on Facebook, you should have an idea of who your target audience is. Meaning, you should know basic demographics of your target audience including; gender, age, interests, and location. In general, this is good information to know even if you are not planning on advertising on Facebook. Knowing your target audience equals more successful marketing.
2. Have a Marketing Plan/Strategy
Before you dive into Facebook ads, first ask yourself do you have a marketing strategy? If not, I would highly recommend hiring a consultant to help you develop one.
If you have already created a general marketing strategy, this strategy should lay out a budget for Facebook ads. Have a set budget with clear goals attached to them.
What are your goals with advertising on Facebook? All of us, of course, are looking to make more money, but let’s think a little smaller. Are you looking to increase your brand awareness? Are you looking to directly drive sales and see conversions online? Are you looking to grow your email list? Are you looking to get more people to come to an upcoming event? Business goals are endless, so, before you dive into Facebook ads, have a clear idea of what you hope to achieve with them.
Does your business have a good stock of high-quality images? If not, you will need to invest in some great stock imagery or hire a professional photographer to get some great shots of your product. Imagery can make or break a Facebook ad. You have a split second to get users to stop scrolling and intriguing images are the way to do it.
When it comes to Facebook ads your content or text needs to be short, sweet, and to the point. Concisely and effectively writing ad copy can be tricky and that is why professional writers exist. Poor ad copy can greatly impact the success of your ad, so when it doubt hire a copywriter to help!
7. Understanding a Boosted Post
A boosted post is a good way to begin to play with advertising features on Facebook. It is easy to use as you will see a “boost post” option on the bottom right corner of your posts. If you select this button you will get the option to select targeting. Targeting in a boosted post is much more simplistic than with the normal Facebook ads. Boosted posts are a great way to begin to play around with Facebook’s advertising capabilities.
Best practices when boosting a post:
- The post should have a clear CTA (call to action)
- Establish a goal – what do you want to achieve with boosting this post?
- If you know your audience this is where you can apply those demographics, interests, and location
- Watch to see what posts perform well and then try boosting successful posts
- Be mindful of your Facebook notifications – Facebook will actually recommend when to boost posts
8. Establish a Business Manager
If you are determined to manage your own Facebook ads you will need to establish a business manager on Facebook. You can view step-by-step directions here.
9. Using Ads Manager
Okay, this is where it gets a bit complex…now that you have your business manager account you can access ads manager. Follow the step-by-step directions here.
10. Keep it Simple
The first time you attempt to set up an ad, keep it simple. Use the basic features, meaning avoid the advance settings. Facebook will walk you through the ad process. However, a cautionary note Facebook ads can get very complex, I would highly advise hiring an expert to set up the ads. Facebook ads are constantly changing and it is the expert’s job to know everything there is to know.
Understanding Facebook Ads
So, your business is set up on social media and that means it is now time to start understanding Facebook ads and learn how to use them effectively. Let us break the Facebook ad process down step by step.
Select “Create Ad” from the drop-down menu on the right-hand side of your screen.
Choose Your Objective
Your objective is what you want your ad to achieve. Before creating an ad be sure you have a clearly defined goal/goals when it comes to Facebook ads.
Give your ad set a name – for the sake of this tutorial we are creating an ad to gain more likes. You may select advanced options on this screen and set your campaign spend limit.
Select audience and budget button. You will then be taken to a screen where you can choose what business page you want to run the ad for.
Create your target audience, meaning who you want to see and interact with your ad. There are a number of ways to target your audience and it is very much recommended that you know who your target demographic is before creating the ad. Ways to target include location, gender, age, interests, and connections to your business page. Targeting is extremely important and may require tweaks as you figure out what works and what doesn’t.
You will also notice on the right-hand side of your screen you can see how broad or clearly defined your audience is, potential reach, where the ad will be placed, location, age, and also connection settings.
Set your budget – choose a daily budget or lifetime budget.
Schedule your ad – options include running the ad continuously or choose a start and end date.
Bid Amount – you can let Facebook automatically set the bid or you can enter a bid based on how much each page like or action is worth to you. I would recommend setting the bid amount to automatic.
When you get charged – Choose how/when you would like to be charged.
Delivery type – Choose when your ads will be shown – I recommend leaving this at the standard option.
Select your ad creative – options include standard photos, a photo slideshow, or video. Each option will include recommended image specs, video specs, etc. after you select your creative type.
Choose the text to appear with your ad. Select advanced options to select a headline and to apply a pixel tracking code, which is highly beneficial for monitoring conversion on your website. You may also choose a landing page view – which is what your audience will see when they click on your ad.
While you are updating creative or adding text to your ad you will be able to preview the changes. This allows you to see what your ad will look like before it goes live.
Once your ad looks great and you are comfortable with the targeting and budget, place order!
Understanding Facebook Ads – The Forever Changing Process
It is important to understand that Facebook ad guidelines are forever changing, and this is where hiring a social media manager can come in handy! Don’t worry about staying up to date with the changes, let a professional manage all of your social media ads for you, contact us today to learn more.