Using Facebook’s ad platform to market your business is smart. Facebook’s targeting capabilities are state of the art, offering you many opportunities to break through the Facebook noise. Facebook is always updating its Ad Manager.
Let’s be completely honest here: advertising on Facebook is the only way to reach about 98 percent of your audience. So let’s show you how to run an ad campaign using Facebook’s advertising system.
Step 1: “Create a campaign” using Facebook’s Ad Manager
Create your campaign based on any of the following objectives:
– Boost your posts
– Promote your page
– Send people to your website
– Increase conversions on your website
– Get installs of your app
– Increase engagement of your app
– Reach people near your business
– Raise attendance for event
– Get video views
Facebook has many different ways to use its ad platform to drive results for you. For this example, we’ll choose “Promote Your Page,” an objective which will translate to more page Likes.
Now choose which page you’re promoting (if you’re managing more than one), and then name your campaign in Facebook’s Ad Manager. Use a campaign title that’s as descriptive as possible Here you’ll see that Peg chose “Social Diva,” then named her campaign “Social Diva – Page Likes FL5”. A simple campaign title like this will allow you (or your team) to know exactly what the campaign is targeting.
Step 2: Target your audience using Facebook Ad Manager
Facebook ads should be shown to specific groups of highly engaged people. By now, you should know your target audience in depth.Use this information to inform your ad targeting decisions.
The top targeting options include:
Location: Any city, country
Demographics: Age, gender, education, and more
Interest: Hobbies, pages they like
Behaviors: Based on purchase behaviors connected to Facebook
Connections: Fans of your page
Current customers: Target email list
Lookalike audience: People similar to those who Like your page
This image is a snapshot of Peg’s default audience targeting page:
Fill in the New Campaign area with information describing the appropriate audience for the campaign:
The “interests” section of Facebook’s ad manager system is very robust and granular. Here Peg can pick people that are interested in “Social Media Optimization, Industry/Digital Marketing.” She can even opt for people that Like other top marketers who address these issues such as Gary Vaynerchuk or Amy Porterfield.
Because, in this example, the objective is more page Likes, it’s best to exclude the people who’ve already Liked the page.
This area will show you how many people within the audience you’ve chosen can potentially see your ad. Our suggestion is to have at a reach of at least 25,000 when putting together a set of ads.
This area will let you review the results of your targeting selections.
Step 3: Choose your campaign’s budget, time of day and duration
Set your budget, when you want your ads to run, and for how long. You can set up a campaign to be continuous, or — if you have an end date (such as a launch or an event) — you can schedule your ads to finish on that date and at a specific time.
Below is the default view of Peg’s campaign. Make sure that you do the following:
– Set your daily budget.
– Optimize for page Likes.
– Pricing – we suggest “Get the most Likes for the best price.” This will allow Facebook to do the optimizing for you.
– Ad Scheduling – because Peg is running in two time zones, and her target audience might be online at anytime, we would let this be “anytime.”
– Delivery Type – Standard.
On the right, you can see the Estimated Daily Reach panel. The number in this panel will automatically adjust itself, depending on how much budget is selected over what period of time and which targeting settings are used.
Step 4: Select the images for your Facebook Ads thoughtfully
Before you get into selecting the elements (or “creative”) that will go into your ads,, we want to fill you in on some Facebook ad rules and best practices.
Ads may only contain 20% text in the image (including logos and slogans). You can check to make sure your ad abides by this rule by going to this link.
Ads must be appropriate for the age group targeted.
Ads may not display nonexistent functions (such as “play” or “close” buttons that don’t work as described).
Creating Multiple Ads
Each image you add will create a different ad in your ad set. When your campaign starts, you can monitor how audiences respond to the different images and adjust your campaigns accordingly. This is a great way to optimize your campaign like a pro.
Recommended Image Size
1200 x 444 pixels is the recommended size for ad creative. It’s best if your ad is already sized when it goes to Facebook; if it isn’t, you can crop it within the tool. However if you build your ads with the proper dimensions from get go, they will always upload exactly as you planned with no surprises.
You can use free tools such as Canva and PicMonkey to help you size Facebook ads.
Step 5: Launch your Facebook Ad
Are you are ready? Click on “Place Order.”
After you hit the green button to place your order, your ad will go into a review process for a few hours (Facebook’s standard review period is 24 hours). Keep this time delay in mind when you plan to run time-sensitive campaigns.
We recommend that you launch your campaign with several different creative assets (images) running at the same time. This way, you can double down on ads that are working and turn off or spend less on ads that are not.
There are several ways you can set up your ads to determine what will work best for your chosen objective. First, you can set up ads for Desktop, Desktop Right (which will place ads in the right hand column of the desktop display), and Mobile.
Each ad will look a little different, because formatting will alter sizes and change how the copy is laid out. Clearly mark your ad campaigns so it’s easy to tell which one is which.
We also recommend trying several images. The trick here is to keep the copy consistent against the varying images, so you’ll know that it is the image — and not the copy — that you need to change. Alternatively, if you’re experimenting with different copy, do so with the same image for the very same reason.
This is important: never test more than two variables (image a. vs. image b., or copy a. vs. copy b.) at the same time. Run an image test, choose a winner; then run a copy test, choosing another winner. This process is called “A/B” or “split” testing and it’s a proven method for finding winning performers.
For an example of how this works, we’ll again look at Peg’s page. She knows from experience that that her “Women Mobile” ad placement performs the best, so that’s the target she’ll use for all of her campaigns moving forward.
Let’s look at Peg’s live campaign, which she’s given about a week to catch on.
We are going to click on her campaign “Social Diva – Page Likes – FL5”
Clicking takes us to her “FL5- Los Angeles, New York – 25-50” ad set. Here we see overall she has a cost of $0.74 per page Like.
If we click a little deeper, we can look at both the “results” column and the “cost column.” In the cost column, you can see that Peg is paying just $0.18 per page Like for ads with Image 1 — that’s a lot cheaper than the $0.74 paid for ads with Image 2! So Peg will now turn off Image 2 ads, which lets her double down on the better-performing ads using Image 1.
When there’s a specific action you want people to take — such as visiting your website or signing up for your newsletter — you can set up Facebook conversion tracking on your website. This will allow you to understand the real ROI of each and every one of your Facebook ad campaigns.
Doing this means adding a short section of code (known as a “conversion pixel” to your web pages. While this sounds complicated, it’s actually fast and easy. From Facebook Ads Manager, click on Tools and Select Conversion Traffic. A window will pop up:
-Utilize Facebook Ad Manager for your business Page
-Set up separate targeted campaigns so you can optimize
-Set up several creative assets so you can optimize
-Test your campaigns, drop under-performing ad creative, and double down on winning creative
-Only test 2 campaign variables at the same time
– Add the Facebook Conversion Pixel to your site to track ROI
Want to learn more effective Facebook marketing strategies? Check out my new book: Facebook Marketing Like I’m 5: The Ultimate Beginner’s Guide to Mastering Facebook Advertising Tools, Fan Growth Strategies, and Analytics.