5 Steps to Creating Your First Facebook Ad
So you’ve decided to try out Facebook Ads. You’ve heard it’s one of the efficient ways to advertise online. It’s also a great avenue to engage your audience and get your brand out there.
While all these are true, setting up and running a Facebook ad campaign isn’t exactly a bed of roses. There are a lot of boxes to be ticked to make sure you’re not wasting your effort and throwing out advertising money. Questions such as ‘are you tapping the right audience?’ and ‘are you running the right ad type?’ can make it a little bit confusing.
So how can you make sure that out of the 1.4 billion active Facebook users, you’ll be able to reach out to the right people and get them to support your business through your ad? Follow our checklist below to ensure you keep all your campaign details straight and set up for success.
Pick an objective
Before getting started, it’s important that you know what you want to accomplish. This is one of the most important steps so make sure you plan carefully before you pick.
Keep in mind that your campaign will work if and only if you are clear about your goals from the start. So think hard about what you really want.
Is it to get more page likes? Increase awareness and attendance at your event? Or land more sales? Facebook Ads have 10 different objectives you can choose from for your campaign. The options include the following:
- Page Post Engagements
- Page Likes
- Click to Website
- Website Conversions
- App Installs
- App Engagement
- Event Responses
- Offer Claims
- Video Views
- Local Awareness
When picking an objective, remember to follow the SMART framework: the goal must be Specific, Measurable, Attainable, Realistic, and Timely.
Once you’ve selected an objective, Facebook will prompt you to enter your page or URL and wait for the website details to load to move on to the next step.
Choose your audience
The next step is choosing your audience based on their age, gender, location, connection type, languages they speak, and other more detailed targeting criteria.
Before you choose an audience, consider your objective. If it’s to promote a widely appealing offer or create brand awareness, consider focusing on a more general audience. If you want to generate traffic on your page or website, you’ll want to focus on a more specific audience who will be interested in what you have to offer.
If you’re new to Facebook Ads, it’s likely that you’ll have do a process of trial and error first to whittle down your audience from Facebook’s 1.4 billion users to as few as 30 or 50 people, especially if your goal is to reach out to a very specific audience.
The Detailed Targeting portion is where you want to focus on since it helps you tailor your audience best. Here, categories such as demographics, interests, and behaviors show. When you click on any of the categories, another more specific list will appear, and can be sorted out further, until you reach a certain very clear parameter. You need to be specific to get the most results from your campaign, but not too specific that you end up excluding people that might otherwise be interested in your offering.
You can also select or create a Custom Audience. These are people who already know your business—people who are in your company’s contact data base, your website visitors, or app users.
Once you find a group of well that engages and responds well to your ads, you can save these audiences for later. So you don’t have to start from scratch and dive into this step again once you’ve been launching and running Facebook ads.
Set your budget
After audience selection, it’s time to establish a budget for the campaign. You have the option to set a daily amount to spend on your campaign, or a lifetime budget.
Using a daily budget means your ad will run throughout the day, with Facebook pacing your spending per day. The lifetime budget, meanwhile, is suitable if you’re planning to run for specific dates. Facebook will also pace your spend over the specified dates you’ve set for the ad to run.
Facebook also offers advanced options to further specify your budgeting. The section contains options such as optimization and pricing, ad scheduling, and delivery type, which you can customize to fit your needs. Each option is explained when you hover through each of them.
Design your ad
Here comes the fun part: designing your ad!
You can choose to display your ad using a link or carousel format. The former uses a single image, while the latter uses three to five scrolling images. The format you choose depends on your objective.
For instance, if you’re selling a static product such as furniture or a book, one image would be enough.
If you’re selling multiple products or one that needs explaining, better use multiple images.
After you’ve chosen the format, you can add a headline, description, body text, your website’s URL and call-to-action. It’s important to note that Facebook requires users to follow certain design criteria for each ad type.
On the right side of the screen, you will see how your ad will be displayed on a desktop news feed, mobile news feed, and desktop right column.
If your ad isn’t associated with a Facebook page, however, take note that you will only be able to run desktop right column ads only. This is why it’s recommended to create a Facebook page.
Set a payment method
Once you’re all set and done, you can now click “Place Order.” After placing your order, you will be asked to select a payment method that’s available in your country. Usually, most credit cards and Paypal are accepted modes of payment. Enter the information required and wait for your ad to be reviewed and processed. Once approved, your ad will be up and running!
Starting a Facebook Ads campaign is a fairly straightforward process. Simply follow the steps as outlined above and you’ll do just fine.
It’s worth noting, however, that creating a campaign is just half the battle. There’s a lot more that needs to be done to ensure your ads perform. What are these, you say? Well, check out our next article. We’ll discuss how to run effective Facebook ads that convert!