Facebook is great way to engage with your target audience. It’s the world biggest social media platform and many companies use Facebook for advertising their business’s products and services. Here are some steps to help you use Facebook advertising, even if you are new to it.
If your business has a Facebook page then you can choose to use Ad Manager to create your ad campaign. If your business does not have a Facebook Page then you can you need a business page first.
How to use Ad Manager
Login into your Facebook Account Business page, then login into Facebook Ads Manager and click the campaigns tab. Select create which will allow you to start a new Facebook ad campaign.
Set your objective
Facebook has 11 different marketing objectives to choose from so you need to choose the one that is aligned with businesses goals
For example
- Brand awareness- targeting a new audience
- Reach – display your advert to your audience
- Engagement- increase the page likes, comments and shares of your page
- App installs- encourage people to install your app
- Traffic – drive traffic to your website or app
- Lead generation – create leads and enquiries for your business
- Video Views – encourage your audience to watch and engage with your video
- Message s- motivate people to contact you via Facebook Messenger
- Store Traffic- push people to come to actual shop por store
- Catalogue sales- link your Facebook Ads to product catalogue to encourage people to visit your online shop and purchase
- Conversions -motivate your audience to take specific actions. For example, subscribe to your newsletter
After choosing your objective which should be in line with your business objectives, the next stage is
Name your campaign
Give your Facebook Ad Campaign a name and decide whether you want to use the A/B split testing. If you are opting for multiple sets of ads then you may wish to use budget optimisation option. However, I would recommend not using this until you are familiar with the Ad Manager. If you have chosen the engagement objective you will need to decide whether you are looking for page likes or comments etc.
Establish your ad account:
Click the button that says set up ad account. This will then display several fields you need to complete like currency country etc complete all the necessary fields and move to the next step.
Set up your target audience
Identify the Facebook Page you wish to promote then start to build your audience for your ads. You can either customise your audience, choose whether to target people who have already interacted with your page or anyone. As alternative you can customise your advert with options that Facebook generates for you around location and age etc. Once you have made your sections Ad Manager will estimate the amount of engagement you advert is likely to achieve. Be aware it is only an estimate.
Set up your schedule and budgets
Then decide how much budget you wish to allocate to your advert be aware not to overstretch your yourself. Make sure you only spend what you can afford. You can opt for a daily budget or a budget for the period of time e.g. 5 days. There is an option to control and cap the amount you spend across the whole campaign.
Create your advert
Then you can create your advert. Choose your advert type for example image, video, story or carousel advert. Though there are several other options you need to choose the one that works for your audience and your product or service. Keep to the limit for your characters, if you go over, they will be automatically cut off. You could run the risk of your advert not making sense.
Test, evaluate and review
As with all campaigns you need to monitor the results, compare one campaign to another and see which provides the best result against its objectives. If the advert is not performing well you can adjust, optimise or stop and develop a different advert. Review Facebook Insights or if you are using Hootsuite or another scheduled software, they will also provide you with data on performance. To maximise effectiveness test, track and optimise your adverts performance.
I hope you find this helpful. If you have any questions on Facebook adverts or any other marketing activity please get in touch.
