Facebook ads used to be really simple. Choose your targeting, create your ad, wait for it to be approved… Run your ad.
But now there are so many details and qualifications, and it seems like Facebook is constantly changing how it works. How on earth are you supposed to keep up?
Don’t worry, because we’ve got it all laid out for you, complete with a free download!
Because you can do Facebook ads if you know what to expect, right? Here goes then…
Getting Started With Facebook Ads
The first thing you need to know is…
What kind of results do you want from your ads?
Like any other ad, you must have a purpose. Otherwise you’re wasting time and money.
What are your options then?
The first page that comes up when creating a Facebook ad asks what your objective is. You can choose from:
-Page Post Engagement
-Clicks to Website
The two I use most are ‘Clicks to Website’ and ‘Website Conversions’. If you are looking for cold traffic or leads (people who have never heard of you) then you’ll want to pick ‘Clicks to Website’.
There is a lot that goes into ‘Website Conversions’. First you need to create a pixel and place it in the Header portion of the correct webpage. When you create a pixel, Facebook gives directions on how to do this.
This type of ad objective then allows you to see how many people who came to your website from a Facebook ad purchased or signed up… aka, converted.
Ad Copy and Images
This part shows up farther down the Facebook ad creator page, but I’ve found it helps me to start thinking about this part next.
I always finalize again after I know the target market (next section), but I like having a starting point.
This makes your Facebook Ad process:
1. Know your objective
2. Know what you’re going to say
3. Know your target audience
4. Finalize what you’re going to say
Now to the images…
You can use up to 6 images for your Facebook ad. They will show up alternately to see what works best for your ad and then run that one.
Recommended Image Size: 1200px x 628px
Headline: 25 characters (Use the Content Headline/Title)
Text: 90 characters (What’s the benefit? What’s the Call To Action? Use this text for this info)
Call to action buttons (optional, but definitely recommended): Shop Now, Book Now, Learn More, Sign Up, Download, Watch More, Donate, Contact Us
Target Your Audience
Now that you know your objective and have an idea of what your ad looks like, it’s time to tell Facebook who your target audience is.
Facebook is always making changes here, but the options you can run are amazing. It’s tempting if you’re not sure who your target audience is exactly, but don’t skip over this section!
After all, as any good marketer knows, if your target market is “everyone” then you’re really targeting no one.
Note: Keep an eye on the right hand side to the Audience Definition. It will tell you how many people you’re reaching and if that’s too broad or narrow to run ads.
Location – add as many country, state/province, city, or ZIP that fit
Age – 13-65+
Gender – All, Men, Women
Under ‘More Demographics’ you can also choose:
–Relationship – interested in, relationship status
–Education – Education level, fields of study, schools, undergrad years
–Work – employers, job titles, industries, office type
–Financial – income, net worth
–Home – home type, home ownership, household composition
–Parents – all parents, moms
Next we get to the really interesting part, and these are constantly changing and being added to (in a good way). This is tricky, but when done right… your ads work superbly. Check out these categories and think what your target audience watches, reads, does, and where they hang out.
Interests, categories including:
-Business & Industry
-Family and relationships
-Fitness and wellness
-Food and drink
-Hobbies and activities
-Shopping and fashion
-Sports and outdoors
Behaviors, categories including:
-Automotive (DLX Auto Powered by Polk)
-Mobile Device User
-Seasonal and Events
Connections to Facebook Pages, Apps and Events.
Bidding and Pricing
Budget Per Day or Lifetime Budget (I recommend per day)
-Run my ad set continuously starting today
-Set a start and end date
Optimize for Clicks or Impressions. The options are slightly different now depending on your chosen objective. But I will almost always recommend Optimize for Clicks.
Depending on the objective you may or may not have this option, but I will manually set the max bid for clicks because you are bidding on the ad space. The more you are willing to put into it, the more chance you have of your ad being shown.
You may also have the option to choose Ad Scheduling and Delivery Type. Again, depending on your ad objective. Whether or not you use these is very dependent on your target audience.
Go Back to the Ad Creative
Last on the page is where you actually create your ad including images, text and links.
Along with what was mentioned above, you’ll want to decide where your ad will be seen: Desktop News Feed, Mobile News Feed, Desktop Right Column and Audience Network.
You can also write the Newsfeed Link Description. This describes what your webpage is, like you see on search engine results.
You can now schedule your ad, and it will go to Facebook to be confirmed. They check that you follow specific guidelines, as can be seen here: https://www.facebook.com/policies/ads/