Introduction:

There are an estimated 3 billion users on Facebook. Getting your message in front of the right audience is the key to success when Marketing on this massive social network. Luckily, Facebook offers incredible insights that aid in the overall effectiveness of your advertising efforts.

In this Gameplan, we’ll walk you through everything you need to know about Advertising on Facebook, from initial setup to creating your first ads and tracking campaign performance.

Getting Started:

All Facebook advertising is built on the foundation of a Facebook Business Page. Pages have been around almost as long as the network and have evolved into a critical tool for business owners to engage directly with their target audience. They differ from a Personal Profile in various ways, but the information and tools supplied by Facebook on a Business Page are the most important advantages. You’ll be able to discover demographics of users who like your Page, the most effective postings, competitor data, and targeted insights.

To start running Facebook Ads, you need three accounts: A personal Facebook Page, a Business Facebook Page, and a Business Ad Manager Account. Your Business Page will be similar to your Personal Page and serve as the profile for your business. Your Business Ad Manager Account will allow you to configure and control your ads and campaigns including type, spend, audience, and statistics.

Setting up Facebook Business Page:

1. Login to your personal account
2. Navigate to Facebook’s ‘Create a Page’
3. Fill out the required fields
4. Create your new Page
5. Create your username
6. Fill out your page details
7. Add your call to action

Setting up a Facebook Ads Manager Account:

1. Access Ads Manager on Facebook at https://business.facebook.com/
2. Create your Facebook Manager Account
3. Add additional business details
4. Add your Facebook Business Page
5. Add or Create a New Ad Account

Running Ads:

Before you begin running your first ads on Facebook, it’s important to understand how Facebook structures their Ads Manager. An easy way to think about this is in tiers or Levels. There are currently three levels to Facebook Ads: Level 1 – Campaigns, Level 2 – Ad Sets, Level 3 – Ads. To visualize this you can think of Ads are grouped into Ad Sets, and Ad sets are grouped under Campaigns. Below is a diagram to help explain this concept:

Create a New Campaign:

A campaign is a series of ad sets and ads that aim to accomplish a single objective, like generating leads or increasing the number of app installs. Campaigns contain one or more ad sets. Ad sets contain one or more ads. At the campaign level, you’ll choose an ad objective to define your goals.

In your Ads Manager, under the Campaigns tab, click the green button to start a new Campaign:

Choose an Objective: The Objective you select informs Facebook of the desired outcome for which you want to achieve. The algorithm on Facebook’s site is responsible for serving your ads to the individuals of your audience who are most likely to complete your intended Objective.

Level 1 – Give the Campaign Details

1. Campaign Name – Give your Campaign a unique name.
2. Special Ad Categories – Facebooks advertising policies now require you to state whether your ads are related to Credit, Employment, Housing, Social Issues, Elections or Politics. You can learn more about advertising policies here: https://www.facebook.com/business/help/298000447747885
3. Campaign Details:
   1. Buying Type
   2. Campaign Objective
   3. Campaign Spending Limit: Dropdown allows you to set a limit on how much you’re spending on your ads.

3. A/B Test: Learn more about A/B testing here: https://www.facebook.com/business/help/1738164643098669?id=445653312788501&ref=rooster
4. Campaign Budget Optimization: Campaign budget optimization (CBO) controls your campaign budget across ad sets to achieve the greatest overall results. Learn more about Campaign Budget optimization here: https://www.facebook.com/business/help/153514848493595?id=629338044106215

Level 2 – Create a New Ad Set: 

Ad sets are collections of ads with similar settings for how, when, and where they should run. The decisions you make at the ad set level automatically apply to all of the ads in the set when you create an ad set.

Ad Set Name: Name your ad set

Conversion: Choose where your actions taken on your ad, will lead your audience. Not only can you convert visitors to landing page and website visitors, but you can also send them to App and Facebook Messenger conversations with you.

Pixel: Facebook uses what’s known as a Pixel, to reference and track visitors to your website. It’s important to setup your pixel correctly to track conversions and optimize your performance tracking. Visit Facebook Pixel Setup and Install guide to get step-by-step instructions on setting up your own Pixel: https://www.facebook.com/business/help/952192354843755?id=1205376682832142

Dynamic Creative: You can now contribute creative components like photographs and headlines that will be used to produce versions for your audience automatically. To learn more, visit: https://www.facebook.com/business/help/170372403538781?id=244556379685063

Budget & Schedule: There are two options when setting budgets. You can either set a Daily budget or a lifetime budget.

Audience: One of the most powerful features of Facebook Ads, are your ability to target a specified Audiences by location, age, gender, demographics, interests, behaviors, and languages. If you have a customer list that matches your ideal audience, Facebook also allows you to upload that list and they will find similar personas that match.

Placements: Ad placements are basically areas on Facebook where your ads can be seen. Ad placements are determined at the ad set level of your campaign, and your ads may display on Facebook, Instagram, the Audience Network, and Messenger, based on your campaign aim.

Level 3 – Create an Ad:

1. Ad Name
2. Identity
3. Ad Setup: Choosing an Ad type can be overwhelming. Here is a breakdown of the types of Ads you can run:

Video Ads: Facebook video advertising have proven to be one of the most effective forms available to advertisers. Knowing how to make scroll-stopping, engaging Facebook video advertisements can help any marketer become more competitive on the platform right away.

Image Ads: With a single photo and an optional footer, image ads allow you to showcase your product, service, or brand. From Ads Manager, you may build image ads or promote a post that contains an image from a Facebook Page. Increase attention in your brand or services by using image adverts.

Carousel Ads: Advertisers can use the Facebook Carousel Ads to showcase 3-5 photos, links, headlines, or calls to action in a single ad unit on both Facebook and Instagram. Carousel advertisements are incredibly adaptable and may be utilized in a variety of ways. While many businesses use this form of ad to market products, it also gives you the chance to highlight your brand’s individuality and tell a story.

Slideshow Ads: Marketers can combine photos and sound to create video-like ads that tell product tales on desktop and mobile devices at any connection speed with Facebook Slideshow ads. You can also use existing videos, but even if you don’t have any, the format gives all of the benefits of video commercials.

Poll Ads: In a video ad campaign, poll advertisements incorporate a question with response alternatives, creating an interactive experience that allows users to voice their ideas and preferences.

Dynamic Ads: Facebook dynamic product advertisements are designed in such a manner that you can promote several items or show a catalog of different products based on the user’s choices. It monitors user behavior to determine whether they are truly interested in buying your brand’s merchandise. As a result, you can improve your e-commerce store’s chances of generating more dialogue.

Collection Ads: Facebook Collection Ads for eCommerce are Facebook Dynamic Ads with a twist, created to highlight eCommerce brands while encouraging more interaction. Above a carousel – or collection – of product photos, these dynamic mobile-only ads offer an image, slideshow, or video.

Instant Experience Ads: Facebook Instant Experience drive traffic to a landing page, hosted by Facebook. These landing pages are completely customizable and allow advertisers to use their Pixel to retarget their audiences.

Lead Ads: Facebook Lead Ads allow businesses to acquire contact information from Facebook users, such as email addresses and phone numbers, without having to leave the network. For simplicity and efficiency, these leads can be forwarded directly to your CRM.

Messenger Ads: Facebook Messenger Ads allow users who see your ads to start a text chat with your company with a single click. There are a few distinct sorts of Messenger Ads available: 1. Sponsored Messages 2. Destination Ads 3. Home Section Ads.

Stories Ads: The top of the Facebook news stream is devoted to Facebook stories. When a user initially opens the app, the first thing that springs to mind is Facebook stories, which are the most popular. Getting your brand to the top of the app’s news stream can increase engagement and return on investment.

Augmented Reality Ads: Advertisers can use camera effects on Facebook’s mobile News Feed to allow customers to engage with their products. When a user clicks on the ad, a visual overlay with a camera effect and a call to action appears (CTA)

1. Ad Creative
2. Languages
3. Tracking

Launch Your Ad:

Once you’ve finalized your Campaign, Ad Set, and Ad, you can launch by clicking the Green Publish button on the bottom right of the form.

Performance Tracking:

When you understand how your ad is performing, you can take measures to improve clicks and conversions. There are a few concepts to consider that will help you understand and track your ad performance.

Impressions: This is the number of times your ad is displayed. Your company’s brand awareness will improve as more impressions are made. When it comes to attracting new clients, establishing a positive brand image, or launching a new product, brand awareness should be a top priority.

Clicks: Clicks are the number of times your ad has been clicked by an individual. Clicks are a means of gauging client interest and participation. The quantity of clicks indicates how many individuals visited your website as a result of your advertisements.

Cost Per Click (CPC): This is the average amount spent per click on your ad.

Cost Per Action (CPA): This metric is based on a completed objective such as an app download.

Return on Ad Spend (ROAS): Return on Ad Spend is the total revenue generated from your Facebook ads (your return) divided by your total ad spend.

Resources:

Glossary:

A/B Testing: Showing two distinct versions of an ad to your audience and comparing the results to determine performance.

Ad ID: In reporting, the unique ID of the ad you’re watching.

Ad Manager: The module in Facebook Business Page that enables users to run Facebook, Instagram, Messenger, and Whatsapp advertisements.

Ad Set: Groups of Ads with similar settings at the Second Level

Budget: The maximum amount you’re willing to spend every day or over the lifespan of your scheduled ad sets or campaigns on your ad sets or campaigns.

Campaign: The parent and highest level of Facebook Ads containing both Ads and Ad Sets

Conversion: A desirable action taken by an audience member in alignment with the Ad Objective

CPA: Cost-per-action, tracks the conversion of an action taken rather than a click

CPC: Cost-per-click, tracks the amount spent when a single member of an audience clicks on your ad

Impression: an audience members exposure to an ad

Level: The hierarchy of Facebook Ad structure

Pixel: A piece of website code that allows you to track, optimize, and create audiences for your advertising campaigns.

Placements: The positioning of your Ad on Facebook

ROAS: Return on ad spend, total amount of return on ad investment

Legends:

• Jay Baer: https://www.jaybaer.com/
• Mari Smith: https://www.marismith.com