How To Create A Facebook Ad
How To Create A Facebook Ad:
In this article, you will be introduced to all of the different Facebook Ad objectives, ad types, and targeting options you should use to promote your products and services.
We will also be demonstrating which stages of the customer lifecycle each Facebook ad objective should be used for a much better understanding.
After you are finished reading this article, expect to be able to go out and effectively launch your very own Facebook ad campaign.
So, before you are ever going to launch a Facebook ad you must make sure you have a few things in place.
First, you want to create a business page if you have not already for the products or services you are going to be advertising.
You’ll want to make sure it looks aesthetically pleasing because your potential customers are going to be seeing it when your campaign is launched.
Second, you want to setup a Facebook Business Manager Ad account, which is accessible from any Facebook user account.
You can do so by visiting business.facebook.com.
Third, you will want to setup a Facebook Pixel to track all of your website traffic and user data to better analyze your ads.
After you have got everything setup and you are ready to begin planning your Facebook ad campaign, we can begin doing some research.
Facebook gives their advertisers access to a tool called ‘Audience Insights‘ that allows you to build audiences seamlessly.
When you login to the Audience Insights portion of your Business Manager you will see something like what is displayed below:
What you will want to do is start by determining who your ideal customer is.
Where do they live?
How old are they?
Are they male or female?
What are they interested in?
Are they involved in any groups or communities?
When you have these questions answered it will be much easier to start creating your audiences.
But, by using the ‘Page Likes’ portion of Audience Insights, you will be able to see pages that are most relevant to what your audiences are interested in.
This will allow you to do ‘interest targeting’, which is when you target someone based on a relevant interest they have that you think is similar to your product or service and so they may become a customer of yours as well.
As you start to get deeper into your ad campaigns, you can start to stack these interests to laser focus your targeting.
For example, if someone is interested in traveling, and I am trying to sell cruise tickets I may try targeting people interested in traveling AND who like going on cruises, or are planning a vacation soon.
This way the ads seem much more personalized and you can really get your message across to your audience.
But, for this guide we will just continue with the basics.
Facebook Ad Campaign Objectives:
Next is your Facebook Ad Objectives.
This is where you will be determining what kind of ad you are trying to run based on your goal.
So, if you are starting up a new brand and you want people to become aware of what you are selling you will want to start out with something more towards ‘Brand Awareness’.
This will ensure that you are spending your marketing budget efficiently and not wasting it on a cold audience.
The further to the right of the chart you go, the more expensive the results are going to get.
Below are the breakdowns of each ad objective group:
Awareness: This is the stage of advertising near the top of the funnel. So, not many people may know of your brand and you will most likely be running your ads to cold traffic. These ad types are going to yield you the most touch points or engagements for your budget.
Consideration: This is the mid-funnel stage of advertising. So, your potential customers may have seen your awareness video, or visited your website and you want to get them back. These ad types are best used when trying to get people to discover more about your brand and maybe even consider purchasing.
Conversion: This is the bottom of the funnel where your potential customers have now seen your ads more than 5-7 times. This is where you will go in for the kill and seal the deal. These ad types are things like ‘Add to Cart’, ‘Initiate Checkout’, or ‘Purchase’ and they are going to yield the highest return if aimed towards your warm audiences. If you try to begin with Purchase Conversion ads, it may work but the cost per acquisition is going to be extremely high.
Under each category there are several ad types based on what specific action you want your customer to take.
For example, if you want your interested customers to check out your website, you will want to choose the traffic objective.
If you want to capture email addresses as leads for an event you are hosting soon, you will want to choose the lead generation or messages ad type.
After you choose your objective, it will ask you where you are wanting to drive traffic to.
The majority of the time you will probably be using the website objective, unless you are advertising your app, or trying to generate leads.
This portion of creating your Facebook ad is going to be the bread and butter.
In other words, this is where the magic happens.
That is because if you are targeting the wrong audiences, it does not matter how compelling your ad or your offer is, it won’t work.
So, we are here today to make sure that does not happen.
First things first, you will want to always uncheck ‘Expand detailed targeting criteria when it may increase link clicks at a lower cost per click.’
This will usually undo any of the laser targeting work you have done.
Another tip to decrease your cost per action, is to click the drop down to the right of ‘Locations’ and choose ‘People who live in this location’, rather than ‘Everyone in this location’.
This will ensure that your ads are being delivered to the exact people you want to have see your ads.
Once that is out of the way you will want to choose the country, age, language, and gender for each audience.
Going back to our previous step you can use the ‘Page Likes’ that you found in Audience Insights and add them under Detailed Targeting.
Or, if you chose to save the audiences within ‘Audience Insights’ you can click on ‘Use Saved Audience’ and choose the ad group you want.
After you have your targeting exactly how you want it, Facebook will give you a rough estimate of the daily results you will get.
These are not always the most accurate, so don’t rely on these heavily.
There are two different forms of placements for your Facebook ads.
In order to show your ads to the right people in the right places you will want to consider these choices wisely.
Where does your target market hangout?
Are they on Facebook or Instagram?
Do they usually browse on mobile or desktop?
Are the majority of them iPhone or Android users?
The default option is ‘Automatic Placements’ which usually will not yield in the highest return since it could be delivering your ads in unprofitable places.
But, if you have a big enough budget and you want to test it out, it will definitely let you know exactly what works and what does not.
After running Facebook ads for a while you will come to the conclusion that it is better to control as many aspects of your campaign as possible rather than letting Facebook decide where to place your ads.
Furthermore, the first part let’s you decide whether you want your ads to be shown on Mobile or Desktop.
Under placements it also lets you choose which platforms you want your ads to be shown on.
Based on what platform you choose, you will want to formulate your ad around that.
For example, if you choose Instagram, you may want to create a horizontal video to run as an Instagram story.
But, if you choose Facebook and Instagram, you will have to have several different forms of your video.
So, I would recommend creating separate ad sets for each placement and form of ad that you use.
This way your ads will always look professional and native to your potential new customers.
Above is an example of specific mobile devices you can choose.
So, if you decided to only run your ads to mobile and you determined that you get the best return from iPhone users, you can choose ‘iOS Devices Only’, so no Android users will see your ads.
Facebook Ad Budget & Scheduling:
Once you have all of your targeting and device placement sorted out you will have a few options for the budget you want to set.
Facebook gives advertisers two different options for budgeting.
You can choose to have a lifetime budget, meaning you can set an end date and a specific amount you want to spend within that time.
Something like $100 max budget from now until next weekend.
The other option you get is daily budget, and this is going to spend roughly the amount you set.
So, if you set the daily budget at $20, one day you may spend $25, and the next you may spend $15, but overall in the long run you are spending an average of $20 per day.
As you can see in the image below, when we set $20 as the daily budget it states, ‘You’ll spend no more than $140 per week.’
This is the recommended budget option because Facebook usually likes knowing that people aren’t going to stop spending money on their platform.
So, by setting your budget ongoing it’s like telling them you are going to keep paying them rather than stopping next weekend when your lifetime budget is gone.
Also for bidding, if you are just starting out you will want to leave the ‘cost control’ section blank and it will bid automatically for you.
Creating Your Facebook Ad:
Once you get to this stage it is finally time to start creating your ad.
In order to create Facebook ads that sell your product or service you will want to formulate your ad in the eyes of the consumer.
What does your ideal customer react to?
What is going to catch their attention?
What problem or pain point will make them take action?
By putting yourself into your customers shoes and coming up with an answer to these questions you will be way ahead 99% of the advertisers on Facebook.
Before anything you want to make sure you have an eye catching headline.
The headline is the most important part of your advertisement because it is what makes the customer decide if they want to read the rest or not.
If you headline can’t compel your reader to read the rest of the ad, how can you expect to have it effectively sell your product or service?
Who knows, right?
So, just always be sure to have a good headline. Along with that make sure the first line of text you use leads into the rest of your copy.
A good rule of thumb is to use the most appealing fact about your product or service.
This will hook the reader and make them want to check out the whole ad, and then when they don’t find everything out, they will have no other choice than to visit your website.
Remember, curiosity is key when creating ads.
Once you get people to your website, you have so much more power to make the sell.
If they do not convert on the first visit you can now add them into a retargeting pool, because you now know they are interested in what you have to offer.
Once you have your headline and your description out of the way, you will want to add in your specific URL that you want to send traffic to and choose your call to action and launch your ad!
To conclude, you should now be able to create your very own Facebook ad campaign and start driving traffic to your website or business.
By following the framework above you will have a solid structure for your first few campaigns.
But, it is important to remember that Facebook is not a set it and forget it platform.
Be sure to always stay up on your analytics and keep track of your KPIs so you can make educated decisions on what to do with your ads.
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What are your thoughts on Facebook ads? Are you using Facebook ads in your business? Are you seeing good results from the Facebook ads that you are running? Is there any bit of information that should be added to this article? Let us know!