How to use Facebook Ads? Complete guide

Posted 3 years ago in BUSINESS.

By advertising on Facebook, it becomes more difficult to know about audience growth that is driven organically.

However, for marketers, it is important both understand the impact of paid advertising and to avoid attributing paid Likes to successful tactics in the interactive community.

For its part, the segmentation of the total paid Likes allows you to do that. By separating the two (paid and unpaid likes), you will be able to more accurately understand the growth of your community and at the same time be able to identify trends in organic growth.

You can use organic growth trends to identify successful tactics for building your audience.

While fan growth targeting also allows you to calculate benchmarks and set goals based on your Facebook advertising budget.

So stay with us to learn step by step how to activate an advertising campaign on Facebook.

Step by step to configure a campaign in Facebook Ads

Many do not try it because they believe that it is very complicated, leaving aside the fact that it is a great responsibility as far as economics is concerned and they prefer to leave it in the hands of a professional.

Whatever decision you make when you start using Facebook ads, it is important that you understand how it works and how it is configured so that you have a clearer idea of where the money invested is going.

Take a look at this very detailed step by step.

Step 1: Set goals for your Facebook Ads

Before diving in and creating any type of facebook ad, it is important first to think about why you are advertising and what you are aiming to achieve.

By setting a few goals for yourself before you go all out with the ads, you'll be more clear about what you're risking.

For example, if you want to increase your fans on your brand's profile through Facebook ads, you can set a goal of 100 fans in the first month. This will also help you choose the correct objective for your Facebook Ads campaign in step 3 below.

Some other examples of objectives could be:

Increase your website traffic from Facebook.
Increase attendance at a certain event.
Generate new leads.
Increase the reach of your content with FacebookBoost engagement for your Facebook page.

Step 2: Go to the Facebook Ads Manager

All Facebook advertising campaigns are run through the Facebook Ads Manager tool, which you can access via a direct link at facebook.com/ads, or by clicking "Manage Ads" in the drop-down menu of your Facebook account. Also by clicking on any of the CTAs on your Facebook page.

So once you enter the Ads Manager, you can navigate with the menu on the left side of the page.

To get started with your first ad, click the blue button in the upper right corner of the page.

Step 3: Choose your goal

When you click to create a Facebook ad, you will go to a page where you choose the objective of your campaign. There are 15 options:

With Facebook, you have many different ways of approaching an ad campaign. These forms or objectives are usually within three categories of benefits:

Recognition.

Objectives that generate interest in your product or service:

Promote your posts.
Promote your page.
Reach people who are close to your business.
Improve brand recognition.
Increase reach.

Consideration.

Goals that make people start thinking about your business and looking for more information about it:

Send people to a destination on or off Facebook.
Increase the installations of your application.
Increase attendance at your event.
Get video views.
Get prospects for your business.

Conversion.

Goals that encourage people interested in your business to buy or use your product or service:

Increase conversions on your website.
Increase engagement with your application.
Make people want your offer and claim it.
Promote a product or catalog.
Get people to visit your stores.

Step 4: Define your audience and budget

It's all about personalizing your target audience.

This step is extremely crucial to the success of your Facebook Ads campaigns. Your ad's audience can be customized based on the following demographics:

Places: starting with a country, state, city, postal code, or address.
Age.
Gender.
Languages.
Interests: Facebook looks at the interests of a person, activity, the pages they like, etc.
Behaviors: Things like behavior and purchase intent, as well as device use.
Connections.

But how is the budget set up?

After you have selected your target audience, you must choose the amount you want to spend on your ad.

When setting a budget, it is important to remember that this figure represents the maximum amount of money you want to spend. You can also set your budget as daily or for life:

Daily refers to a daily budget, so it is the average that you will spend every day.

For life, this is a lifetime budget and is the most you will spend during the life of any ad set.

On the other hand, there are two fairly clear options for the price of your campaign.

If you want an automatic price, the bid will be automatically optimized for more engagement or impressions.

And for the second option, which is manual, you can set the maximum price that these shares will reach in the bids.

It is essential that you understand that depending on the chosen ad delivery option, the price will be set by cost per impression or per click, which we explain below.

Cost per thousand impressions (CPM), means that an impression is the same as a display. And this means that you will pay for every thousand times someone sees your ad on Facebook, either in the news section of the computer or mobile device or in the right column.

Cost per click (CPC), refers to the option that you pay for every click that is made in our publication.

Step 5: Create your ad

This step refers to the moment of choosing the images (or video), title, copy, and where your ad will be displayed.

In the case of text, you must have 90 characters to share a quick message that will appear above your image or video. You can use emoji and third-party websites like threads fonts for fancy fonts.

On the other hand, there are two ways to create ads: Use an existing post or create a completely new post.

If you decide to use an existing post, select the "Use existing post" option in the Facebook Ads Manager dashboard. From there, you can choose the page on which you want to select a post and choose an individual one from that page to use as your ad.

And in case you want to make an ad from scratch, the first task is to select the format you want to use for your ad.

Facebook ads look slightly different depending on the results you want. Facebook currently offers 5 different ad formats:

Sequence ad: Create an ad with two or more scrolling images or videos.
Single Image: Create up to six variations of your ad using one image. And if you want you can add some text emojis lenny faces in your posts.
Single video: create an ad with a video.
Slideshow: Create a looping video ad with up to ten images.
Tell a story combining images and videos.

Typically, the recommended image or video specifications can be found next to the area of the screen where the content is loaded, but as a general rule of thumb there are as follows:

Image specifications.

Recommended image size: 1200 x 628 pixels.
Image ratio: 1.91: 1.
To maximize ad delivery, use an image that contains little or no overlapping text.

Video specifications.

Format: .MOV or .MP4 files.
Resolution: at least 720p.
File size: 2.3 GB max.
Recommended length: widescreen (16: 9).
Facebook: 60 minutes max.
Instagram: 60 seconds max.

Step 6: Choose your ad placements

Ad placement defines where your ad is displayed with Facebook Ads.

You can choose the locations where your ad will appear like in the Facebook news feed or in the right column.

You can also create ads to appear on Instagram.

Facebook recommends using the default locations for your chosen goal, allowing Facebook to optimize your locations for the best possible results at the lowest overall average cost.

However, if you want to select your own locations, Facebook recommends the following options, divided by campaign objective:

Increase brand awareness campaigns (including the purchase of Reach & Frequency): Facebook and Instagram.
Increase your messages (including the purchase of Reach & Frequency): Facebook and Instagram.
Get video views (including Reach & Frequency purchase): Facebook and Instagram.
Get the facilities of your application: Facebook and Instagram.
Increase the engagement of your application: Facebook.
Promote a product catalog: Facebook.
Increase conversions on your website: Facebook.
Send people to your website: Facebook.

As you can see in the images, you have the option to edit the text that will go in your ad, select the image and place the destination URL, as well as make a call to action button.

Make sure everything is in order before ordering.

Step 7: Order

At this point, your ad is ready to go.

To send your ad to the place where you want to see it, click on the button or "Place order" located in the lower right corner of the page, in some cases it only says "Continue"

Once your ad is sent by selecting your payment method, it will be reviewed by Facebook before going live (you will receive a confirmation email from Facebook once the ad is sent).

If you have already used Facebook Ads, how has your experience been? We want to know more about your business on our social networks.

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