I’m sure you’ve seen at least one or two posts in your Facebook news feed that made you question, “How did that get here? I never liked “BarkBox.” Thanks to Facebook advertising, brands can now promote their posts to Facebook users that may not have “liked” their Facebook page yet, but because of the interactions they’ve made on Facebook, they become a target for brands around the globe. With over one billion people on the social network, it’s no wonder Facebook continues to update their social media advertising platform in order to stand out amongst its rising competitors, Twitter and LinkedIn. Below is step-by-step guide on how you can successfully create an advertising campaign on Facebook.
Step 1: Create Business Account & Add Team Members
For anyone working in a digital marketing agency, you will know first-hand that it can become messy and difficult to update multiple clients advertising accounts. To easily segment your clients’ campaigns, create a business account by filling out the Facebook form here. There you’ll want to choose Account Management > Business Account Creation. You’ll just need an e-mail address to setup the account. Once the form has been filled, a Facebook representative will contact you within 24 hours with your new log in information. Now that the business account is created, go ahead and log in and add your personal Facebook profile as a user to the account. To do this, log in to your business account, click settings from the left-navigation bar and scroll down to Ad Account Roles (see right for reference). Once you’ve added yourself as a user, you can now access the ads account via your personal Facebook log in. I also recommend giving the account a name in the settings so you don’t have to memorize all those account ID numbers.
Step 2: Establish Your Goals For Facebook Advertising
Facebook has made the ads manager extremely user-friendly in regards to setting up new campaigns. When in the ads manager, click on the Account you’d like to work with from the right-navigation bar. Click the green “Create an Ad” button to get started. You will always be asked what kind of results you’re looking for when creating new ads. Many of which are all initiatives within Facebook (i.e. growing your page likes, increasing the engagement on a specific post, etc.), but there are two options to promote outside of Facebook: Clicks to a website or website conversions. It’s important that you divide campaigns by ad type. For example, one campaign may be “Like Acquisition” while another is for sponsoring posts about an upcoming webinar. This way you can ensure that your ads aren’t competing against each other and you can easily analyze results.
Step 3: Test Multiple Images
You can upload up to six images in one ad setup. This will then create 6 versions of your ad allowing you to see which image performs best. It is recommended that you upload images at 1200×627 pixels, or a minimum width of 600 pixels (for ads in the news feed). Be careful when creating images that they are not too text heavy. Facebook will not approve your ad if it has more than 20% text, which you can easily test with the Facebook Grid Tool. Adding your brands logo to your ad images is advantageous if your goal is increasing brand awareness.
Step 4: Creating The Facebook Ad
I always recommend you draft your ad copy in Excel or Word and keep track of the character counts before launching a new ad campaign. This will save time and ensure that you’re not exceeding the character limit. A Facebook ad headline can have up to 25 characters, while the text part of the ad allows up to 90 characters. If you are advertising with the objectives of clicks to the website or website conversions, you’ll also be given an extra 90 characters with the news feed link description. Grab people’s attention with the headline, and save the text and link description area to tell a little bit more about what you’re promoting. You can customize the ad placement by clicking on advanced options. It is recommended that right column and news feed ads are split into their own campaigns, as well as creating a separate campaign strictly for sponsored stories.
Step 5: Test Targeting Options
It’s important to test multiple audience variations when creating new campaigns so you can identify which Facebook audience best responds to your ads. Facebook has made it extremely user-friendly by letting you know if your audience is too specific, too broad, or just right in the middle. For page like acquisition campaigns, some best practices are to exclude people already connected to your page and just target their friends instead . Browse through the set interest categories, but also take into consideration the suggestions Facebook gives you once you enter in a few interests.
Step 6: Choose Your Price & Bid Aggressively
Once your audience has been defined, it’s time to set up the campaign and budget. Give the campaign a name if it is new, or you can choose to use an existing campaign. Remember, split up your campaigns by ad type (i.e. all page like ads in one campaign, website conversions in another, right column vs. news feed, etc.). If setting up a page likes campaign, you’ll be automatically set to bid for page likes, meaning your bid will be optimized to get more page likes and you will be charged every time someone is shown your ad; this is called optimized CPM (oCPM). When setting up any other type of campaign, you’ll be given the option to bid for clicks or bid for impressions. It is recommended that you bid for clicks and manually set your maximum bid 20% higher than the suggested bid range. This will ensure that you get the click (remember that the price point you set is the max bid, meaning that you most likely will not end up paying that much, and you will only be charged when someone clicks on your ad).
Step 7: Monitor & Optimize
Now that you’ve successfully setup your Facebook ads campaign, you’re ready to monitor and optimize accordingly. We recommend updating your bid, and ad copy/targeting if necessary, at least once/week. The higher the click-through-rate (CTR) of your ad, the lower CPC you will see. If you’re CTR is lower than 0.041%, it is likely that your ad copy is not resonating with your chosen audience and you’ll need to update one or the other.