Did you know Facebook has over 10 million active advertisers, and 77% of B2C advertisers have acquired a customer through Facebook?
The popular social platform is one of the most effective advertising mediums for small-medium businesses. Facebook has over 1.8 billion active users, and 74% of these users visit the site at least once daily. With such a large user base, small-medium businesses can take advantage of Facebook's considerably affordable advertising to reach potential customers.
Getting started with Facebook Advertising
When you first get started with Facebook advertising, the terms like ad campaigns, impressions, ad sets, and networks seem very confusing. Someone with no experience with online advertising will face many difficulties setting up their first Facebook ad campaign.
Generally, when starting with a Facebook ad, we should look into the advertising tools, budget, geographical reach, and audiences' age. The other essential factors to be considered are their interests, income, educational background, preferences, etc.
You can use the free consumer data provided by Facebook to determine these factors before submitting your ad.
Once you get into the technical aspect, you'd need to determine the ad campaign, a top-level advertising category. Then you can delve into ad objectives, ad sets, targeting, keywords, and ad copies such as images and videos.
Moreover, you get more control over how you run your ad and see it to help maximize your marketing budget.
When you start with Facebook advertising, you'd need to understand three essential factors of Facebook Ads Manager;
- Ad sets
Each of these factors is segmented into 'tabs.' The campaign tab lets you create an ad campaign. The Ad sets tab lets you select your audience, budget, and geographical reach. The Ads tab is where you get creative and create ad copies, including images, videos, or text.
You can do all this by boosting your Facebook post, but boosting is simply the quick and dirty version of Facebook Ads Manager. You only get few features with 'Post boost.' To enjoy in-depth features, you'd need to access Ads Manager.
Setting up a Campaign
This is the first step to starting with Facebook advertising. Go to Ads Manager and click on the Campaign tab. Next, press on +Create to create a new campaign.
Each campaign is dictated by our marketing objective. Depending on your campaign objective, you can choose the appropriate category, including
- Brand Awareness
- App installs
- Video Ads and Video views
- lead generation
- Catalog sales
- Store traffic
By telling Facebook what you are trying to accomplish, they will present you with different options for your ads and different reporting measures valuable to your business.
You can create multiple campaigns with different marketing objectives. Each campaign can be measured and managed independently, providing complete control to the advertiser.
The end goal of any campaign is related to the marketing objective. If you choose 'Conversion' as an objective, you'd want to see Facebook users converting to your customers through the landing page linked to your campaign. Similarly, the objective 'engagement' will encourage users to engage with your brand, message, Facebook page, products, etc.
Setting up Ad Sets
Once you have your campaign set, move on to Ad sets to define your audience. The ad sets allow you to set up rules.
Imagine this setting as a scenario or a movie scene where you'd generally fill the scene with appropriate actors, props, background music, scenery, camera angles, and lighting. Just like setting up a movie scene determines the mood of the scene, setting up Facebook ads will determine the mood of your campaign.
- Use ad sets to determine locations where your Facebook ads will show and user ages, gender, and language to whom you'll show Facebook ads.
- The ad sets feature is quite huge in terms of features because you can narrow down your audience to their preferences, income and expenditure, travel interests, kind of Facebook pages they subscribe to, the favorite meal, etc.
- Along with offering many features, ad sets also allow you to control your daily budget by deciding your niche audience.
- Spending to show Facebook ads to the generic audience will cost more because you'd be showing your ad to anyone that loosely matches your criteria. This is a bad idea for advertisers because you'd end up losing a lot of money on an ineffective ad.
Narrowing down your custom audiences to a niche group will ensure that your ad reaches the right people and you pay only to those who want to see your ad.
Setting up Ads
The ads section lets you design your ad. It's a creative part where you decide how your ad will look. This is where you can pick an appropriate image, video, carousel, headline, text, etc.
- You can upload custom images and videos to create custom ads or choose the preexisting ad copies from Facebook's library.
- Remember that each ad must meet the specification to be approved by the Facebook advertising team. Learn Facebook ad specifications before designing your ad copy.
- Each image or video has a different specification depending on where you'd want to show it. Ads that appear on the newsfeed are different in aspect ratio than those appearing in the sidebar or Facebook stories.
- When we talk about ad copies, we should delve into how they should look, including the color, font, text, and message. Not every ad receives the same amount of engagement; hence you can create multiple ad copies for the same product. Run those copies for a while to see which outperforms the rest. When you find the most successful ad copy, you can continue running it.
Many ad agencies will have dozens or even hundreds of ad variations for an ad set.
If Facebook only allowed you to create one audience, one ad, and one objective, things would be a lot simpler, but this isn't the case. Facebook advertising comprises robust features to provide you with more control and analysis to get the best out of each dollar spent on advertising.
The update from the Facebook advertising team in 2019 has merged Ad sets with Campaigns. You can now set up your ad sets at the campaign level automatically. One less thing for advertisers!
Things you should know!
Did you know people spend an average of 38 minutes per day on Facebook? This is all the time on Earth; you have to showcase your ad to your target audience and expect them to engage.
This is where things get tricky because there are thousands of advertisers like you who are probably running the ad about the same product or services as you. If your ad fails to grasp their attention, your advertising campaign will largely fail.
You can access the data and analytics report on Ads Manager to see whether your ad works well with the target audience. You'd know how much you have spent for an impression, a click, or a click-through rate, so you can quickly determine if your ad got the reception as you have expected.
Remember, you can pause and edit ads for changes at any time.
Follow the detailed guide from SocialMediaExaminer to learn more about setting up an effective Facebook ad campaign.
Get in touch with Searchable Design LLC, the best digital marketing agency in the US, to set up an effective Facebook ad campaign for your small-medium business.