In one of my posts, I discussed how you can advertise on YouTube.
Today, I want to discuss how you can do it on Facebook.
Facebook is the biggest social media platforms worldwide.
It has an average of 2.7 billion active monthly users, also making it the most used.
This is a favorable statistic for advertisers, for the reason that this means a large and broad audience for their brands.
In fact, according to Facebook themselves, 3 million businesses publish their advertisements using their site.
Although popular, some are still not using Facebook to reach their market, probably because they don’t know how to start.
In this article, we are going to discuss the steps to advertise on Facebook.
Step 1: Setup an Ad on Facebook
Before you can set up an ad, you should first have the basics.
This includes an account for the following:
Facebook account for your brand
Create an account that is specifically for your product/brand/company.
Note that the name, profile picture, and other account details correspond to real-time information as this is where your advertisements will be posted.
Simply speaking, this account will represent all of your campaigns.
This is a big factor in how your audience will perceive your business.
Facebook Ads Manager account
Ads Manager is a tool developed by Facebook. This is specifically for the advertisers in the platform.
If it is your first-time advertising, then this is the tool that will allow you to create one.
On the other hand, this can also be used to organize, monitor, and manage your campaigns if you already have several.
Basically, this will serve as a dashboard for your tasks in the marketing field.
Note that it is not recommended that you use your personal accounts to promote your products and/or services as its purpose won’t be entirely emphasized.
Irrelevant notifications may also confuse you from time to time.
On you have the needed accounts, you can go on to creating a new campaign.
You can do so by clicking the “Create” button on the window.
Step 2: Select Your Facebook Campaign Goals
The first thing that you need to set upon creating your advertisement is its goal.
This refers to what you want to achieve throughout the campaign period.
Here are your choices:
- Brand Awareness – This is for brands whose objective is to increase your brand’s recognition. Setting this will enable your ad to be shown to an audience that has a high possibility of liking your brand.
- Reach – Here, your ads will be viewed by as many people as possible, of course, while taking your budget into consideration. It will also be shown to people who are near your business’ location.
- App Installs – If your product or service is downloadable, then you are probably aiming for app installs.
- Traffic – This is ideal if you are promoting content on your website, and/or the website itself.
- Lead Generation – Generating leads is similar to traffic, except for the fact that is setting this as an objective aims to make your audience sign up for newsletters, notifications, etc., about your business.
- Messages – This involves aiming for interactions in Messenger, Facebook’s messaging platform. This prioritizes communication with your market.
- Engagement – When this is chosen, your ad will be optimized to make the people like, comment, or share your posts.
- Video Views – In particular, this is made to gather views for video advertisements.
- Conversions – This is suggested for those who want to turn an audience’s specific action to sales, and the likes.
- Store Visits – On the other hand, this is for physical stores. If this is set, the ad about your store is placed on the pages of nearby audience.
- Catalogue Sales – Lastly, this will show your products in a catalogue-style to be viewed by people who are most likely to purchase it.
Before choosing from the options stated above, it is important that you are sure as this will affect how your advertisement is optimized.
Step 3: Name Your Campaign
Your campaign’s name won’t be seen by the public, but it is a good way to organize your dashboard.
Doing this will help you recognize which is which, and at the same time, avoid misinformation.
Once you start creating several ads, you may get lost as to which ad is for what, so better name them properly.
Here are some ideas for your campaign’s name:
- Your brand’s name
- Your product’s name
- Website URL
- Ad Type
- Version (In case of split tests)
- The representative account
Whatever you name your ad will not affect how effective it is in reaching your audience.
It may, however, have an impact on you, as the publisher of the ad, when organizing campaigns.
The possible worst-case scenario is not being able to keep track of your A/B tests efficiently.
Along with naming the campaign, you will also be able to choose the Facebook page/account where your ad will be posted.
Step 4: Specify a Facebook Target Audience
A target audience determines the type of people that your ad will reach.
You can also set this using Facebook Ads Manager.
Specifically, below are the factors that you can modify:
- Audience Type – Here, you will be able to choose between creating a new set of audience or target a previously saved audience grouped. You can also create a new audience whilst also including other saved groups.
- Location – Select in this section the geographical region/s that you want to reach. You can choose more than one country, so you don’t have to worry about it being limited.
- Age Range – The age groups you can choose from ranges from 18 to 65 and above.
- Gender – You can either opt to reach the male population, the female population, or both.
- Language – Setting a specific language can further help optimize your target locations.
- Detailed Targeting – This feature will allow you to insert a specific account that matches the standards of your target audience. This will help the system look for related pages better.
- Connection Type – In this tab, you can either target the people who already recognized your brand, that is because they have liked your page, or target a new set by excluding those who are already included in the former.
Note that your audience’s characteristics should greatly depend on your product or service.
Also, doing a product and market research can help beforehand.
Step 5: Choose Ad Placements
The ad placements will determine your ad’s position in the platform/s.
Facebook automatically decides for this by default but setting your own can bring you faster to your desired results.
There are many types of ad placements in the Facebook universe, so choose wisely.
Keep in mind that your campaign is not limited to Facebook’s site only.
It can also be displayed on Instagram, Messenger, and other Display Networks.
Refer to the following for the possible ad placements:
- News Feed
- Video Feed
- Right Column
- Explore Page
- Inbox/Sponsored Messages
- Audience Network
- Native, Banner, and Interstitial
- In-Stream Videos
- Rewarded Videos
You can also choose the kinds of devices that your ads will appear in.
It is recommended, however, that you choose all the types to reach an audience that is as large as possible.
Step 6: Manage Budget and Schedules
Advertising on Facebook is not free. How cheap or how expensive it is will rely on your bid and budget.
Let’s delve deeper in these two terms.
Your bid refers to the maximum cost that you will pay for every auction or action brought upon by the advertisement.
This is an optional setting and is dependent on how much you can pay.
Your budget, on the other hand, is the actual amount that you will spend.
This is classified into two types:
- Daily Budget – From the name itself, the amount to be set here is the price that you pay for each day that your ad is running. Facebook Ads will also give you a brief statement regarding the average amount that you need to pay in a week. The minimum for this is $1.00.
- Lifetime Budget – On the flip side, this is recommended for those who are aiming to run their campaigns on a schedule.
It is important that you give full thought to your budget, whether it is set daily or by lifetime.
This can either be beneficial to your financial status or lead you to a total loss.
Another feature that you should familiarize yourself with is Ad Scheduling.
This will enable you to control when your ad starts, and when it ends.
If there is no particular duration, however, you can simply select the Run Ads All the Time option.
Other important elements include:
- When You Get Charged – You will choose between impressions and page likes. This will determine when you need to pay.
- Delivery Type – The options are Standard and Accelerated. Your choice will be the basis of the results you may obtain.
All of your choices will take part in how your budget will be spent.
Step 7: Personalize Your Ad
Your ad is not complete just yet. There are other things that you need to tweak to fully make it your own.
The following are the things that you should do:
- Ad Format
This refers to how your ad will look like. You have three options: Carousel, Single Image or Video, and Collection.
Carousel shows ads in a scrollable style. This is perfect for stores who want to display their two or more pictures of their products.
Single Image or Video, on the other hand, is in the name itself. The ad will be shown as a regular post on Facebook.
Lastly, Collection will show your attachments in a grid view. When an audience clicks on it, they will be redirected to another page where they can fully experience the advertisement.
In addition, you can also add a feature called Instant Experience. This will enable the user to access your brand’s landing page when they engage with your campaign.
The campaign’s caption will serve as the description of your campaign. This should be well thought out as this is a big factor that will affect your market’s opinion.
The media that you will use may it be an image or a video, should appeal to the audience. This involves good visual elements and message.
When you are satisfied with what you have, you can go on to confirming and submitting your proposed campaign. Once approved, you will receive a notification.
Summary: steps to advertise on Facebook
Facebook is a good platform for advertisements. This ensures a large audience and desirable results.
You can see for yourself if it fits your agenda by constantly monitoring its statistical data.
Doing this can also help you determine the things that you need to enhance, and which are doing well on their own.
At first, creating a Facebook Ad can be complicated, but it can get easier once you get to explore the platform’s features.