20 Aug 2020 Social media

Facebook ads for beginners – The Ultimate Guide 2019 

Computer Screen on Facebook Website

Facebook has more than 2.3 billion active users and more than 1.56 billion daily active users. Can you really afford to be missing out on such a potentially huge target audience? Facebook ads allow you to promote your incredible content, but how on earth do you get into the world of Facebook advertising as a beginner? The answer is to be found in this blog, covering the basics and turning you from an ad novice to a pro.

Right then, let’s get into this. First things first, let’s get you set up with a Facebook advertising account.

What is the Facebook Ads Manager?

First, add a Facebook page to your business manager. Once you have done this, you can go ahead and add an ad account to your business manager.

Once you have added the payment method successfully you will not have to do it again unless you wish to change your payment method, or your card gets lost etc.

Within the Facebook Ads Manager, you can set up Facebook ad campaigns for the pages you have linked through the business manager.

Once you have created your campaign, you can create an ad set. This is where you will target your audience, but we will get on to that a little bit later.

Once you have created the ad set, you can create the ad itself. The ads manager allows you to target many audiences, optimize campaigns and keep track of your campaign’s performance.

You can begin creating your advertising campaigns for your accounts.

On your new ad account, you will be able to manage up to 25 accounts with a maximum of 25 users. However, ensure you enable notifications to keep yourself updated with the activity on your adverts. You can manage these on account settings under the notifications tab.

So, that is how the ads manager works, but we aren’t there just yet. How do you create the right campaign for your brand?

 How to set up a Facebook ad campaign

Now you have the Facebook Manager under control (it can be a tricky beast to tame but stick at it) you can begin to create your advertising campaigns.  Just incase things get a little bit heavy in this section, here is a breakdown of how the Facebook ads structure works.

Infographic explaining structure of Facebook advertising on Facebook ads manager

The Facebook ads structure simplified, just to help you out even more.

Right, now let’s get started.

1) To get things underway, hit the green ‘create’ button on the far left.

2) Now you have got to choose your campaign objective:

  • Brand awareness
  • Local awareness
  • Reach
  • Traffic
  • Engagement
  • All installs
  • Video views
  • Lead generation
  • Conversions
  • Product catalogue sales
  • Store traffic
  • Messages

So, which do you choose, how do you know which option is best for your campaign?

Your campaign should have a clear and obvious goal. If it is sales, then you are going to want to choose conversions. If you want to increase your social media following, for example, page likes, your best options would be engagement.

This decision is based on your goals. So, you are on your own for this decision. When choosing your campaign objective, you can choose to A/B split test, which means you can change things slightly, such as copy, graphics, placements and audience, to see which is performing the best for you and your company.

3) Give your campaign a name.

When naming your campaign to be clear and concise. This will make reporting a lot more efficient later in the process.

4) Setting up your audience.

At this point you will have two choices:

  • Create a new Facebook audience
  • Use a saved audience

Custom look-a-likes are another option. These are audiences based on website traffic with the Facebook pixel. What is a pixel, I hear you cry? Here, let Pac-Man explain.

Infographic about the capabilities of the Facebook Pixel

Click-through rates decline over time, but those people who do click on your ad, after having seen it a few times already, become twice as likely to convert.

The pixel allows you to build audiences in addition to tracking your events. They cannot be created during campaign creation; you will have to do this on the assets section of your ads manager.

Tracking information about who has taken valuable action on your website will allow you to remarket and better target your audiences.

While creating your Facebook ad campaign, you will see an estimation meter on the right of the screen. This will show you the estimated amount of people you could be targeting. As you add more likes, interests, behaviours and demographics, the estimated audience will go up. However, you need to be careful you aren’t making your audience too large and therefore irrelevant to your campaign objective.

Creating the right audience for you is of the utmost importance. For more information on how to compile the best audience for your needs, follow this link.

5) Setting up your ad placement.

When setting up your ad placements you should consider the different image sizes needed for each placement.

Instagram and Facebook have many options to choose from when it comes to placing your ad, but each has its own image size, so be wary. I would not advise using automatic placements and a standardized image. The placements are very much trial-and-error on a brand level. Continuously test placements to figure out which are best for you.

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 catalogue sales: Facebook and Audience Network

Conversions: Facebook and Audience Network

6) Select your budget options

Now, this is important as you obviously don’t want to over/underspend. You want to find a budget that works for your company without breaking the bank and big enough to reach your intended audience. So, what options are available for budgeting?

  • Daily budget: Facebook will spend roughly this amount daily to get the daily budget’s worth of results. This may vary up to 25% either way if Facebook thinks it has spotted an opportunity.
  • Lifetime budget: Facebook will divide the total spend of the campaign less evenly across the campaign. You will need to input the campaign dates for this type of budget to work

With both budgeting options, you can choose times and dates to run your adverts. However, if it’s your first campaign, you are best to use the ‘run ads all the time’ option. Using a daily budget is advised as you can edit at a later date.

7) Set up your ads

Time for the fun part. When setting up your ad there are two options: create a new post or use an existing post. That’s up to you. Is there a post you have already created that you want to boost, or do you want to create a specific ad?

Firstly, ensure the page you have selected is the page you wish to advertise on.

Now you are going to want to choose a format:

  • Carousel: Two or more scrollable images
  • Single image/video
  • Collection: A group of items that opens into a full-screen mobile experience.

Are you using video to advertise your product/service but struggling to find the perfect music to go with your visuals?

Check out the best 10 copyright free songs for your video content 2019.

Next up, create your copy. Depending on the image you have used, your text will need to be in keeping with the tone of the advert. If the image is loud and playful, your text wants to be explanatory and factual.

Now, insert your link. This is where your audience will be taken if they click the ad. You may want to use the Google URL Builder. This will allow you to track where the traffic to your product or service is coming from, for example, Facebook or Instagram (this will help define the better performing ad sets and ads at a later stage.)

You can then insert a headline. Keep it short and snappy. There is not a lot of time to capture the attention of your audience with a Facebook advert so make sure it stops those thumbs scrolling. Underneath your headline is the description. This is a great place to answer FAQs and special offers, such as free shipping, no sign-up, free cancellation etc.

You can then select the call to action that best describes your campaign: learn more, shop now, etc. Now hit ‘confirm’ and you are good to go.

Make sure your campaign is live by toggling the on-off switch on the far left, next to your campaign name. You can switch on and off at all three levels: Campaign, Ad set and Ads (it will be blue when it’s on, grey when it is off).

And there you have it. Your Facebook advert is now live! Let the campaign run for a minimum of three to four days, allowing the algorithms to learn about the ad set and who they should be showing it to for the best results. You can then look at the analytics of the advert and start to decipher for yourself what is and isn’t working.

Now, just because your adverts are now live that does not mean you are finished. In fact, you are far from it. Your adverts are a living, breathing campaign. You must measure your results. What is working? What isn’t working and therefore needs to be turned off? Be sure to engage with the data collected by your advert to ensure the best possible performance of your Facebook advertising campaign. If you feel you need a little more understanding of the analytics you need to be measuring, this handy blog post should help. 

FAQ about Facebook Advertising.

Can Facebook ads hear me?

If by hear me you mean, are they listening, well. In a world where technology is advancing at an exponential rate, there are concerns about privacy everywhere you go. So, are Facebook ads listening to what we are saying and serving our adverts accordingly? Some people think Facebook is listening to our conversations through our microphones. Have you ever been served an ad for something you mentioned for the first time a few days ago? Slightly freaky, isn’t it? Well, you can turn it off pretty easily, and here’s how.

However, some people say Facebook ads aren’t listening to your convos. Whether they are listening or not, Facebook is keeping this information to themselves. As Facebook ads marketers, we cannot, unfortunately, if somewhat morally questionable, use conversations to target our Facebook ads. It would be amazingly easy if we could.

*DISCLAIMER – LikeMind Media are fully GDPR Compliant and would never use personal information for profit.

How much do Facebook ads cost?

You can expect a bill from FB at the end of every month or when you reach your billing threshold, it’s that simple. The threshold will increase automatically with the more successful payments that are made. You can set spending limits (min and max) and your ad will pause when the limit is reached. The advert won’t run again until you change the limit or remove it.

If you set it the budget too low, you will be updated too regularly, too high and you are just going to be spending a ton of cash, and nobody wants that. Every time the limit is reached, the account will be paused for a minimum of 15 minutes. Limits are great when working with agencies. Limits have no impact on the ad delivery pace.

 What is a good pay per result?

Running a Facebook ad for the first time can be nerve-racking. What are all these numbers? Is the higher number better or is a lower number what I am aiming for? Do not worry. You will get used to reading the metrics in time. But until then, why don’t you check out some of these average metrics per industry for Facebook advertising. It differs greatly depending on what it is you are selling.

Are Facebook ads worth it?

Cost per click (CPC) and Click through rate (CTR) are all very well and good, but if the actions that are taken are not profitable for your company, is it even worth it? Well, that depends on the desired outcome of the campaign.

Take conversions, for example. If these actions aren’t profitable, it isn’t working. You need to change something. However, if people are seeing it, then it is still worth it. You have just got to work out why they are reluctant to buy. Maybe you are pricing a little too high for your demographic, or maybe the ad copy is misleading and the product is not what your audience expected once they have clicked the ad.

Brand awareness, on the other hand, is profitable in a different way. You are growing the fan base of your brand and gaining exposure as a long-term strategy.

Which Facebook ads are effective?

How about these 9 top tips to creating an effective Facebook ad campaign:

  1. Target the audience and then write specifically for them
  2. You cannot write a general advert; you must write specific ads for specific people
  3. Make sure the copy is in line with the creative
  4. Stay focused with one call to action, if it’s sales then push for sales, if it’s page likes then push that. Do not complicate your advert, don’t confuse your audience, have a clear goal
  5. Keep it short and lead with value
  6. Use simple, easy to understand the language
  7. Be upfront about the numbers. Fibbing about the price to get clicks will not give you a great reputation with your customers
  8. Get some perspective. It’s hard to stop and take a step back sometimes, but it’s important you check your ads are in keeping with your brand. Scroll through the ads, which one would you click, which would you scroll past
  9. Test your ad copy. The only way you will know if it works is if you run tests, so get testing

Remember, write copy that drives results. After all, that is what you’re after. So be sure to use some gripping copy, incredible images and vivacious video with some marvellous copyright free music. 

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