Facebook Ads – The Complete Guide

Facebook Ads – The Complete Guide

Sarah Mai
23 August 2018
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Due to Facebook’s ongoing algorithm changes, companies often experience challenges in reaching their target audience organically. For example, did you know that reach is said to be as low as 2% for Facebook pages? In order to reach our target audiences, more of us are resorting to investing budget into Facebook advertising. 

We have previously provided lots of advice on how to get more likes for your Facebook page, and when it’s best to post on Facebook. This blog will help you get started with Facebook ads. 

What is the Facebook Ads Manager?

To get started with Facebook Ads, you need to get acquainted with Facebook Ads Manager – a platform that you can find in conjunction with your Business Manager’s access. Ads Manager is an all-in-one platform where you can manage ads on both Facebook and Instagram.

Tip: Download the Ads Manager mobile app for full control of your campaigns, even on the move

Facebook Ads Manager is a free tool and connects to an existing Facebook page.

With Facebook Ads Manager you can:

  • Compile Facebook & Instagram campaigns
  • Manage different audiences
  • Manage bids and budgets
  • A / B test different ads
  • Optimise ads
  • Analyse performance

How to get started with Facebook Ads

Once you’ve created an ads manager account for your Facebook page, you’re ready to get started creating Facebook ads. Click on ‘create new ‘and you will be met by 3 steps you need to complete.

Facebook Ads Manager Campaign

Building campaigns

The creation of Facebook ads is structured, primarily based on campaign targeting:

Campaign – Goal

It is important to consider the purpose of your Facebook advertising. Facebook helps you structure your ads, budgets, audiences, and ad format, based on your goal of this activity. In addition, Facebook will also help deliver your ads in the best possible way based on the chosen campaign goal.

For example, it could be:

  • Conversion – Sales
  • Traffic to your website
  • Brand awareness
  • Video views
  • Lead Generation

Facebook works with various marketing objectives such as website traffic, conversions or lead generation.

Facebook Ads Manager

Targeting is extremely important as you pay based on the campaign goal. For example, pay-per-click (PPC), per conversion, per engagement, etc. In addition, a concrete goal also enables you to measure performance and ROI on this activity subsequently.

Ad-set – Audience, Budget, and Placement

Once you’ve named your campaign, and chosen your objective, you need to choose your target audience. 

Here are some of the options offered for choosing an audience: 

  • Create a new audience (based on interests, job titles, geography, etc.).
  • Use Saved Audience (if you often create new ads for the same audience)
  • Target your ads to your existing followers
  • Former visitors to, for example, your website (remarketing)
  • Look-a-likes based on data

Ads Manager Audience
Sample options for creating a new audience under Ad-set

Next step is to choose where you’ll be placing your Facebook Ads. You can opt for Facebook’s algorithm to choose ad location based on where the ads get the most positive response.  Alternatively, you can select ‘Edit placements’ and select where you want your ads to appear.

The location may be:

  • Facebook News Feed
  • Facebook right column
  • Facebook Messenger
  • Instagram

Read more about the different locations for ads on Facebook here.

Some placements are both more popular and expensive than others. Therefore, if your budget is limited it may not be the best solution to let the algorithm decide.

Tip: Ad placement on Facebook and Instagram, respectively, requires different banner formats. Therefore, be sure to compile and upload several types of banners for your ad for optimal setup.

The last step at this stage is budgeting and planning your campaign. This is still important for the delivery and success of your ads.

First of all, Facebook allows you to choose between ‘Daily budget’ or ‘Lifetime budget’. Facebook automatically bids based on the given budget to deliver optimal results. You will, therefore, find that Facebook will spend a little more budget one day and maybe less another day – but do not worry, this just means that Facebook’s algorithm tries to optimise your results within the given limits.

Facebook Ads Manager budget

Tip: You can’t change your campaign’s budget type after starting. Therefore, choose carefully whether you want to work with daily or total budgets.

Finally, you can choose how you want the ads scheduled. You can either choose:

  • Standard – Facebook delivers your ads at the optimal frequency at the lowest cost
  • Accelerated – Facebook delivers your ads as quickly as possible, which may result in a slightly higher cost per click

Facebook Ads Manager Schedule

Ads – Creating the ad

The final step in the process is to prepare the creative for the Facebook ad itself. Upload banner, write your copy and choose the optimal call-to-action.

Facebook is continuously adding different types of ads. Video, collection and carousel are some of the newest and most popular formats.

Facebook Ads type

Some advice for your ads:

  • Use colours or people on your banner
  • Use the correct size. A single image banner should be 1200 x 628 pixels
  • Place your value proposition in your ‘link headline’ or within the creative of your banner
  • Select ad type and customise the content based on where the ad will be located on Facebook
  • Less is more – use as little text in your banner as possible. Be sharp and precise. You should check your ad using this link, to check whether there is too much text
  • Use high-quality images

Here’s an example of an ad, along with a guide of what each element should contain.

Facebook ad Example
Sample of Facebook ad from Meltwater

1: Be sure to write an attention-grabbing copy. Facebook, does not allow much text on banners, so it’s important to get the copy perfect. Include value props, but keep it short and accurate. Best practice is no more than 90 characters.

2: The image or video you use is most important, as this will be the first thing to attract someone to read your copy. Don’t use much text. 

3: The link displayed can be changed and customised for your ad. As we know from Google Adwords, this will not affect the final destination link, but may affect whether the viewer clicks the link. 

4: Link headline is just as important as your copy. The headline is in bold, and thus may be read before your copy. The text must be no more than 25 characters.

5: Link copy is the ‘meta description’ that has been pulled in from the link you’re sharing. However, it can be customised. This text is up to 90 characters. 

6: The CTA button is essential. Choose from ‘Learn more’, ‘Sign up’ and ‘Download now’. You should base this on what your goal is. 

Reporting & Analysis of Ads

You can measure your performance, based on 3 parameters:

  • Audience Outcomes – Have you reached your target audience?
  • Brand Outcomes – Have your ads had an influence on brand awareness goals?
  • Sales Outcomes – Have your ads influenced sales and conversions?
Tip: Make sure Facebook Pixel is installed on your website if you want to measure directly on traffic, sign-ups and digital conversions.

Examples of KPIs you can measure in connection with Facebook Advertising:

  • Leads
  • New ‘likes’ on your Facebook page
  • Traffic to your website
  • Sign-ups 
  • Direct sales