1. Create a Facebook Ads Manager account
To use Facebook Ads Manager, you need to set up a Facebook business page if you don't already have one. Note that you can't run Facebook ads through a personal account.
After you navigate to the Facebook Ads Manager, follow the steps below:
- Select "Go to Ads Manager."
- Confirm the information you entered on the setup page.
- Fill in your payment information.
- Save your changes.
You can now use Ads Manager to set up your campaign and track your ads.
2. Start a new campaign
Within the Ads Manager, you'll have your own dashboard where you can monitor campaigns. However, if you have never created an ad, the dashboard is empty. To create a campaign or ad set, select the type of ad you want and click "Create." Next, you’ll learn more about how to run an ad on Facebook.
3. Choose your objective
Facebook Ads Manager is intuitive and designed to make it easy for you to select a campaign objective. Like with many social media advertising tools, it’s designed with your campaign objective in mind. Ads Manager will ask you to choose an objective from a pre-populated list. Currently, there are 11 objectives, but this list is subject to change. It may include anything from brand awareness to increasing traffic to your e-commerce store.
Facebook's options for objectives include:
- Brand awareness
- App installs
- Website traffic
- Video views
- Catalog sales
- Store traffic
- Lead generation
For example, let's say you want to attract more visitors to your website. In that case, Facebook will prompt you to enter the corresponding URL. Therefore, if you use automatic tracking tools, create a unique URL so that you can track your success.
4. Set a budget and schedule
Choose whether you want to set a budget by the day or for the lifetime of the campaign. Although these are pretty self-explanatory, there are some differences to keep in mind. For example, the daily budget option runs the ad continuously throughout the day. Facebook paces your spending to match your budget, but there is a minimum of $1 per day for an ad set. With a lifetime budget, you run the ad for the specified time. Facebook then tracks your spending to spread your exposure over the ad’s lifetime budget.
There are additional options that allow you to further control your budget. It's a good idea to research how your competitors use these settings to maximize your ad campaigns.
But what if you don't want to run your ad immediately? In this case, you can set a schedule that includes parameters for the start and end dates and hours of the day that you would like to run the ad. This allows you to reach your customers when they're typically online. This is another great money-saving tool that allows you to stretch your budget.
5. Select a target audience
Whether you want to target residents in a specific neighborhood, appeal to those with a particular financial or educational background, or run ads specifically for men or women, Facebook has given you the ability to do so.
Facebook's built-in targeting options give you a lot of power and include the following:
- Ethnic affinity
- Life events
There are other options that allow you to target people in your current contact database. It can help to learn how to manage a custom audience by following these instructions. As you can see, with a little time, care and attention, you can directly engage your target audience with strategically placed Facebook ads.
6. Create your Facebook ad
You have six ad formats to choose from that work on every imaginable device. You can even choose options that target specific connection speeds. For example, you can use an image or video in your ad or go for a multi-image format. In order to decide how you want your ad to look, consider your original objective.
For example, Ad Manager may suggest Clicks to Website to maximize traffic to your website. There are two major formats for this option, Links and Carousels. So, you can display a single ad using the Link option or choose multi-image formatting (Carousel), which gives you up to five images at no additional cost.
7. Monitor analytics and set up reporting
According to Facebook, key metrics to track include the following:
- Performance. Customize this metric to track frequency, results, reach and impressions.
- Engagement. Track page likes, engagement and posts.
- Videos. Include metrics such as video views and how much of the video is viewed on average.
- Website. Measure website actions such as checkouts, payment details, purchases, and cart adds.
- Apps. Include metrics such as app engagement and installs.
- Events. Monitor event responses and cost per event.
- Clicks. Report the number of total and unique clicks, CTR (click-through rate), and cost per click.
- Settings. Access useful information like start and end date, ad set name, delivery, and more.
Campaign reports give you the information you need to tweak your ad campaign or ramp up highly successful ads.