Facebook Advertising
It is very pertinent for entrepreneur to advertise on Facebook. This will help to promote your business as a huge number of people will get to know about your business through Facebook advertising.
It is of no doubt that Facebook is a large community that has about 2.3 billion users. An entrepreneur who advertises in such a large community like Facebook will certainly draw more customers attention to his or her business.
What to Do before you start Advertising on Facebook
1. Choose your ad format
All ads on Facebook have an image and some text. We call this your ad creative. The recommended size and number of characters for your ad will depend on the objective you choose. All of this information, including examples of what our different ad types look like, is available in the Facebook Ads Guide. You can also get tips on choosing photos and writing your Facebook ad.
3. Choose your audience
You choose the audience that you want to reach with your ad. We call this targeting. There are a lot of targeting options, including choosing an audience based on demographics and interests or creating a Custom Audience based on your own customer mailing list. Learn more about choosing your ad audience or creating a Custom Audience.
4.Choose your placement
Learn about the different ways you can create ads on Facebook
Facebook ad options
- Brand awareness
- Reach
- Website traffic
- Engagement
- App installs
- Video views
- Lead generation
- Messages
- Conversions
- Catalog sales
- Store traffic
Selecting the right Facebook ad option will help to tell Facebook what you really need.
Suppose your aim here is to get more traffic to your website. When you select this option, Facebook will prompt you to enter the URL you’re looking to promote.
If you’re using marketing automation software, be sure to create a unique tracking URL with UTM parameters for this to ensure that you’ll be able to keep track of traffic and conversions from this ad.
Once selected, Facebook will then display the ad option that makes the most sense in terms of achieving this objective.
Choose your audience.
Your next step is to configure your target audience — you can do this for each ad set that belongs to the same campaign.
If you’re just starting out with paid advertising on Facebook, it’s likely that you’ll have to experiment with several different targeting options until you reach an audience that fits just right.
To help you narrow your focus, Facebook’s targeting criteria are accompanied by an audience definition gauge.
This tool — located to the right of the audience targeting fields — takes all of your selected properties into consideration in order to come up with a potential reach number.
If you’re confused choosing a specific audience over a broad one, consider your objective.
If you’re looking to drive traffic, you’ll probably want to focus on the type of people you know will be interested in your offering.
However, if you’re looking to build brand awareness or promote a widely appealing offer, feel free to focus on a more general audience.
Facebook’s built-in targeting is vast, including options such as:
- Location
- Age
- Gender
- Languages
- Relationship
- Education
- Work
- Financial
- Home
- Ethnic Affinity
- Generation
- Parents
- Politics (U.S. only)
- Life Events
- Interests
- Behaviors
- Connections
You also have the option to select a Custom Audience — this allows you to target people on Facebook who are in your company’s contact database, visited a page on your website that has a tracking pixel, or use your app or game.
To learn more about how to set up an Custom Audience on Facebook, check out these instructions. (And for more on the specifics of these criteria, visit this Facebook targeting resource.)
Once you find a group that responds well to your ads, Facebook allows you to save these audiences to be used again later — so you may not need to dive into this step once you’ve been running Facebook ads for a while.
Set your budget.
Facebook allows you to set either a daily budget or a lifetime budget. Here’s how they differ from each other:
- Daily budget. If you want your ad set to run continuously throughout the day, this is the option you’ll want to go for. Using a daily budget means that Facebook will pace your spending per day. Keep in mind that the minimum daily budget for an ad set is $1.00 USD and must be at least 2X your CPC.
- Lifetime budget. If you’re looking to run your ad for a specified length of time, select lifetime budget. This means Facebook will pace your spend over the time period you set for the ad to run.
To further specify your budgeting, turn to the advanced options — this option is linked at the bottom of the screenshot shown above. This section allows you to specify a few things:
Schedule
Choose whether or not your want your campaign to run immediately and continuously or if you want to customize the start and end dates. You can also set parameters so that your ads only run during specific hours and days of the week.
Optimization & Pricing For Facebook Advertising
Choose whether or not you want to bid for your objective, clicks, or impressions. (This will alter how your ad is displayed and paid for.)
By doing so, you’ll pay for your ad to be shown to people within your target audience that are more likely to complete your desired action, but Facebook will control what your maximum bid is.
If you don’t want Facebook to set optimal bids for you, you’ll want to opt for manual bidding. This option awards you full control over how much you’re willing to pay per action completed.
However, Facebook will provide a suggested bid based on other advertisers’ behavior to give you a sense of what you should shoot for.
Delivery
Delivery type falls under two categories: standard and accelerated. Standard delivery will show your ads throughout the day, while accelerated delivery helps you reach an audience quickly for time-sensitive ads (Note: this option requires manual bid pricing).
Create your ad for Facebook Advertising
What do you want your ad to look like? It all depends on your original objective.
If you’re looking to increase the number of clicks to your website, Facebook’s Ad Manager will suggest the Clicks to Website ad options. Makes sense, right?
This ad option is broken down into two formats: Links and Carousels. Essentially, this means that you can either display a single image ad (Links) or a multi-image ad (Carousel) with three to five scrolling images at no additional cost.
A Links ad will be displayed like this:
A Carousel ad will be displayed like this:
Once you decide between the two, you’ll need to upload your creative assets. It’s important to note that for each type of ad, Facebook requires users to adhere to certain design criteria.
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