Your
creativity and copywriting are the basics to choose if your ad will succeed or
not. To draw the attention of any user scrolling through his newsfeed, your ad
should attract him. It will definitely affect the Cost per click (CPC) and Cost
per acquisition (CPA). It adds for 75 to 90% of the performance of any ad.
Setting Up Your Facebook Ad
Creative
Ad creative types can be selected based on the campaign objective. You can choose from 6 image ads to get the best option according to performance.
There
are three options while you choose ad images:
Discover images
in image database
Upload from your
computer
Reuse an already
used image
Image bank Shutterstock has given access to a lot of images for free. It leads to refreshing the ad images by time to keep them attractive. But these sock images should be used as a last option because they are also being used by other facebook advertisers too, which might make them less attractive to audience. You should always focus on generating your own images.
How to Create Best Ad Designs?
You
need to:
Add colors to
your images to draw attention
Create contrast
images with the newsfeed
Put the main
proposition in the image making it reach the audience immediately
Pick the correct
image size i.e.; 1200 x 628 pixels
Ad Copy Text
After
adding an image, you need to add an convinving and interesting text to your ad.
The text fields include:
Main text: up to
90 characters
Headline: up to
25 characters
Link
Description: up to 90 characters
It is better to have various headlines or descriptions beforehand. In mobile ads, you can add Call to Action button, hence increasing the traffic by click through rate. The copy text needs to be kept short and clear to actually convince the users. An effective method to attract the users is to offer discounts.
Setting up Your
Facebook Ad Copy
You
need to enter the text in the right place provided. Once you are done, you can
have a preview of your ads. You can select the view types while testing ad
images to have an idea about the look of your ads.
You
get three choices: Newsfeed, Mobile and Right Column, when it comes to your
Facebook ads. Right Column ads are low-priced as compared to others.
Once you have chosen a target audience, you can always remove it by disabling the placement.
There
are different types of ad campaigns with different objectives. Each type has
its own specifications. It is important to understand the right use of each
campaign type to match with your goals.
A
common objective of advertising is to draw traffic to any website to enhance
views on a particular page. It could lead to an overall increase in buying of a
product, signing up or participating in any lead. Following are the types of
ads to draw traffic to a website:
Link Click Ads:
They
help in the promotion of an external website by sending public to a page or
post. A placement for this ad can be set allowing it to be delivered to a
larger audience. These ads can help to generate Likes and Comments for a page.
Specifications:
Link Description: 30 characters
Ad copy text: 90 characters
Headline: 25 characters
Recommended image
size: 1,200 x 628 pixels
Video Ads:
Video ads are another
form of Link Ads in the form of a video. They have the following specifications:
Video can be as long as 120 min., but most top-performing videos are 15-30 seconds
Continuous looping available
File size: up to 4 GB max
Aspect ratios supported: 16:9 to 9:16
Ad copy text: 90 characters
Boosted Page Posts:
Facebook offers to
choose a target audience every time you post something. It helps to enhance and
establish the reach of any post. By clicking Boost Post, you can select bidding methods as well as promote your
post across the whole network with a Sponsored
note on its top. They have the following specifications:
Recommended Image Sie: 1,200 x 628 pixels
Headline: 25 characters
Link Description: 30 characters
Ad copy text: Unlimited
There are such ad
types too where Facebook allows to submit email and get in touch with the brand
without leaving Facebook. It makes the work super fast and a great experience.
Carousel Ads (Multi-Products)
These
multi-product ads allow displaying 10 images/videos in a single ad. It is
important for ecommerce campaigns to promote the products with the audience.
These ads have:
Headline: 25 characters
Ad copy text: 90 characters
Recommended Image Size: 1080 x 1080 or 600 x 600 pixels
Link Description: 30 characters
Dynamic Product Ads
(DPA)
These ads are used for re-marketing. It is
based on the activity on the page in the past. You have to upload the catalogue
to Facebook making sure that Facebook Pixel is installed. Rest is controlled by
Facebook. They have:
Ad copy text: 90 characters
Headline: 25 characters
Link Description: 30 characters
Recommended Image Size: 1,200 x 628 or 600 x 600 pixels
Facebook Lead Ads
These
ads are the best to get new leads. It allows you audience to sign up or
download your content by staying at Facebook. It makes quick customers for your
campaigns. These ads have:
Headline: 25 characters
Link Description: 30 characters
Context card headline: 60 characters
Privacy Policy and website URL links are required
Recommended image size: 1,200 x 628 pixels
Ad copy text: 90 characters
Context card format: paragraph (no character limit), or 5-bulletpoint format (80 characters per bullet)
Context card button: 30 characters
Canvas Ads:
It
is only available on mobiles to get engaged with your content on Facebook. The
audience can scroll, tilt, and zoom the images in or out. It loads upto 10X
faster. It has following specifications:
Headline: 45 characters
Ad copy text: 90 characters
Recommended Image Size: 1,200 x 628 pixels
Canvas
has the following elements:
Header with logo
Full-screen image
Text block
Button for offsite links
Image carousel
Auto-play video
Full-screen tilt-to-pan image
Product set
Collection Ads:
This
type of ads allows us to display the products on a website being sold. It makes
it useful for audience to browse and buy items in an illustrative way. They
have following specifications:
In-image text: 20%
Image Size: 1,200 x 628 pixels
Image Ratio: 1:9:1
Headline: 25 characters
The engagement and interaction on a facebook
page is dependent on the objective of a campaign. The reach to the content is
enhanced if there are two campaign objectives. A usual facebook post reaches to
2-3% of people. That’s why promotion of a post is a way to reach a bigger
audience.
Page Like Ads:
To invite the users to like a page, these ads can be made available at any placement. It is important to choose the right audience to get Likes. For this purpose, it is necessary to choose correct image for ad.
Photo Ads
It’s all about choosing the right picture to get the likes and comments on. A link can also be added in description but it does not bring in more traffic.
Video Ads
Videos draw more
audience and create a powerful association. Smaller groups can post videos to
drive engagement. This type of ads is useful to re-target the public otherwise
targeted with other ad types. It depends on how much your video is being
watched. They can have:
Aspect Ratio: 16:9 to 9:16 (landscape to portrait)
File Size: up to 4 GB max.
Duration: 120 min max (15-30 seconds videos are the most
functional)
It emphasizes the engagement on a post. Otherwise photo ads perform better.
There are also the ads
designed to promote any mobile app.
Mobile App Ads:
To get more installs on any mobile app, this type of
ad is shown only in a mobile newsfeed. You can choose your target audience by
selecting the operating system of the users, or the devices you want to
target. They can have:
Image Ratio: 1:9:1
Ad Copy Text: up to 90 characters
In-image text:
20%
Image Size:
1,200 x 628 pixels
Desktop App Ad:
As Facebook apps can only be targeted on the
Desktop, these ads allow engagement with the Facebook apps. They can have:
Image Size: 1,200 x 628 pixels
Image Ratio: 1:9:1
Copy text: up to 90 characters
Instagram Ads:
Your mobile apps can also be
advertised on instagram. It makes it more useful because the instagram mobile
users can be attracted to install more apps. Instagram ads can have both; video
or audio. They can have:
Image Size: 1080 x 1080 pixels
Image Ratio: 1:1
Resolution:
minimum 600 x 315 pixels, 600 x 600 pixels, 600 x 750 pixels
maximum: 1936 x 1936 pixels
Caption: 125 characters
There is also a
campaign objective to invite the audience to an event. For the offline
promotions, event ads work well.
Event Ads:
Event
organizers can draw more audience by boosting the reach of their event. You can
set the ad reach geographically. These ads can have:
Description: 30 characters
Image Ratio: 1:9:1
Headline: 25 characters
Copy text: up to 90 characters
Image Size: 1920 x 1080 pixels
Offer Claims
To make an offer, you
need to have atleast 50 likes on your facebook page. This ad type is for the
people who want to draw more people to their stores. When a person from the
audience clicks on this ad, an email will be sent holding all the details of
the product. These ads can have:
Offer title: up to 25 characters
Image Ratio: 1:9:1
Image Size: 1,200 x 628 pixels
Copy text: up to 25 characters
Local Awareness Ads:
This
type of ad is good to target the audience based on their locations. It draws
the people who are near your store. To contact, different actions like Call Now and Send Message can be added. These ads can have:
Image Ratio: 1:9:1
Image Size: 1,200 x 628 pixels
Copy text: 90 characters
Headline: 25 characters
Description: 30 characters
Messenger Ads:
A user can see the
messenger ads in their inbox, and can contact the concerned page. These ads can
have:
Minimum width: 254 x 133
Image Size: 1200 x 628 pixels
Image Ratio: 1:9:1
Copy text: 125 characters
Headline: 25 characters
Description: 30 characters
Now having a clear idea of the facebook ad types, one can use spectacular ads for their campaigns.
There are all kinds of
data and tools for you to use. You’ll see four tabs:
Account Overview
Campaigns
AdSets
Ads
All reports, pixels, saved or custom viewers and additional tools are accessible in the top left corner at Ads Manager. Just go to All Tools underneath. All the measurement, planning, creation and asset tools are available there.
How to Start an Ad
Campaign?
To start a new campaign, go to Campaigns. Click on the Create button.
You’ll see the following:
Step 1: Pick
Objectives for Your Campaign
You need to make campaign
objectives according to your goals. Following is a list of presented
objectives:
Reach
App
installs
Traffic
Local
awareness
Video
views
Lead
generation
Conversions
Store
traffic
Messages
Brand
consciousness
Product
catalog sales
Engagement
An advertising objective verifies other basics of
the campaign like bidding options and ad formats. So an objective should be in
accordance with the preferred result of your campaign. For instance,
conversions campaign is to promote a website. While lead generation campaign is
to present an information by a lead form.
Step 2: Present a
Name for Your Ad Campaign
In a name for campaign,
you should be adding a date range. You can put in extra essentials in the name
also. It is significant to take on a practical name for your campaign. It helps
with reporting while investigating the outcome. Here are some ideas to
customized names for campaigns.
Custom Audiences
Target Audience/ Location
Creative Type
Client name/ website
Facebook Page
You can run tests to
gather data showing performance, placement, audience and delivery optimization
plans.
Step 3: Choose the
Target Audience
You can either create a new audience or use a saved audience. Facebook Pixel can be used to create custom audience on the basis of traffic on your website. Facebook will show your daily expected reach and notify if the target is too big or too small. You can choose particular audiences for your campaign.
Step 4: Select
Your Ad Placement
Facebook will place your ad automatically to gain
best results. But you can select placements yourself according to what works
well for you. Following is the list of placements.
The cost-per-results can be
different for different placements. This is the reason that split testing of
the campaigns is an important part. It allows you to know where your customers
are. You are suggested to use Automatic Placement if it is your first campaign.
Following are the placements suggested automatically.
Engagement: Facebook and Instagram
App installs: Facebook, Instagram and Audience
Network
Traffic: Facebook and Audience Network
Product catalog sales: Facebook and Audience Network
Conversions: Facebook and Audience Network
Video views: Facebook, Instagram and Audience
Network
Brand awareness: Facebook and Instagram
Step
5: Developing Budget and Bidding for Campaign
Campaign budget and bidding is another significant
topic, that’ll be discussed in detail later in Chapter 7.
Step
6: Create Facebook Ads
You can choose your desired type and copy your images. Facebook ads are what would be seen by the audience and they should definitely look cool. You can either develop a new ad or choose an existing Facebook post.
It is an instrument
planned for running your Facebook Pages and ad accounts. You can run multiple
accounts under a single Business Manager Account.
By means of Business
Manager, you will be able to:
control your Facebook Pages and
observe who has an access to them. You can also adjust the permissions.
get involved with agencies who can
help you with your promotions.
To develop a campaign,
you should have one Facebook Page managed by Business Manager.
How
to add a Facebook Page to Business Manager?
Open Business
Manager Account
Go to Settings
Click Accounts> Pages
Click on Add Page
Click any one of the following: Create New Page, Request Access to
Page, Claim a Page. You’ll need to enter Page name or URL in order to
request access to a page.
How
to add an Advertising Account to Business Manager?
Open Business Manager Settings
Click Accounts>Ad Accounts
Click Add Account
Select ClaimAd Account,
Request Access to an Ad Account or Create New Ad Account
You need to enter an account ID if you request access to
an ad account
You’ll require entering
additional account information and a payment method when you start advertising.
How to Enter Ad Account
Info?
You’ll have to enter a payment method to start your first campaign. Otherwise you cannot publish any Ad campaign. It helps to get your payment for ads. You’ll only need to do this once until you have to alter the payment method. Now you need to add your Company name, Address and other information. For this, go to Business Manager>Accounts>Ad Accounts. Add carefully your VAT number and choose your time zone and currency. You will not be able to change them once added
.
How to Add Billing and
Payment Information?
Go to your Account
Settings and choose Payment Settings.
Enter your payment details there.
You can:
Add or Edit Payment Method
Select Add Payment Method
Add your required method
Enter the needed information
Select Continue
Add your spending limit
See your subsequent bill
What are the Payment
Methods?
Always add more than
one payment options. There are various payments methods offering you a relaxation about your
payments. Facebook recognizes Paypal
and credit card payments. By the time, as you grow with your advertisement,
start adding other payment options too. It will avoid any obstruction in your
payments, whatever may be the cause. Because, if your billing stops working,
your campaigns would be blocked right away till you clear the payments. It can
impact your campaigns negatively. At that time, the secondary payment option,
if added, will function and keeps everything running. If at a certain point,
you need to remove your primary payment method, you have to enter or choose
another source as primary. You cannot completely remove the only payment
method.
How to Edit your
Payment Method?
You can make whatever changes you want to, on the same page. Select Edit Payment Methods. Choose anyone as primary, if you have inserted multiple options.
When and how do you get bills?
You can wait for the bills at the end of a month. If you are using credit cards to pay, you can have a bill when you achieve billing threshold (limit which when reached, makes your payment method charged every time). Threshold changes according to your billing history. It is quite low when you initiate advertising. As you keep growing, your threshold increases. It does not have any effect on your advertisements. Having an elevated threshold will get you less invoices. Facebook Support can be contacted if there is any billing issue.
How to Set Spending
Limit?
Spending limits are
useful when working with any agency. Total ad costs can be controlled by
choosing a spending limit for your account. The set limit when reached will
block your ads. You can keep the things running, by either remove or increase
your limit. So, it should not be set too low as you will need to consult it
every time your ads get paused. It hinders your work but does not have any
impact on your delivery pace.
Are there any limits
on Ad Accounts?
Yes!There are certain limits on advertising accounts and its god to know them
before you start:
You can run up to 25 advertising account
A single account can have 25 users at maximum
An ad account can contain non-deleted 5000 ads, 1000 sets, and 1000
campaigns
An ad account can contain non-deleted 50 ads per set
As you see, the limits only apply to the ads and campaigns that are not
deleted. You can delete old ones if you have reached the limit.
How to change your
Notification Settings?
Notifications help you to keep yourself aware of the campaigns. You can
adjust the rate of notifications to your requirements so that you don’t get
overflowed.
For this:
Go to Ad Account Settings > Notifications
Enter your required events you
want to get notified about
You can choose the important notifications to be given away through email while others on Facebook to appear in Business Manager Account.
Evaluate your Ad Account Jobs
You may also work together with another person. Here you need to create roles when you add new admins or users. Go to Account Roles tab. Hit on Ad Accounts. You can add roles under your attribution settings. You can add or edit users by hitting Add People.
Reason #1. Using Advertising Through Facebook is
Extremely Efficient
In 2004, nobody was under the assumption that Facebook
could rise to what is has currently become. Facebook has become a detrimental
part of most peoples’ lifestyles. With over 2.2 billion monthly users and near
1.5 billion users that are active daily, the statistics speak for themselves.
This increasing trending pattern in communication is not going to paradigm
shift back to old ways of social interaction, and especially since we are all
entering the Era of Information.
Are you still doubting if Facebook’s digital ad services
will work for your line of business? Let the statistics reveal the truth for
themselves. The social media platform, Facebook, is known to be a leading
online advertising channel. Over 51% of the costs concerning advertising in the
United States belong to Facebook users’ digital ad spending accounts. Annually,
Facebook is receiving a significant increase in advertising profits over the
past ten years. This reason is that many business owners know that Facebook
advertising works well for a variety of business advertising needs scenarios.
Conducting a survey, Kevin Perkins seen that 78% of America’s consumers made
product discoveries in which they bought after viewing an advertisement for it
on Facebook.
Mastering the intricate art of the creation of efficient
Facebook ads takes some time to learn. However; after you learn how to pull the
ropes, so to speak, you can have functioning Facebook ads that fit your
business’s needs and work for you. Since June, in 2018, 55.1% of the world have
had access to internet services, and that percentile is forever increasing.
Therefore, the growth potential for the popular social platform Facebook is now
skyrocketing and will continue to rise in our future as its fame increases. As
we embark into the Era of Information, a combination of both the internet and
Facebook will start to become the most effective way for you to produce sales
and connect with potential consumers.
Reason #2. Facebook Has a Simplistic Set-Up
Procedure and Rapid Outcomes
Providing you follow the proper producers and read the
prompts, the actual set up of a Facebook campaign is relatively quick as well
as an easy process. While producing the outstanding results that you need for
your business, you can enjoy the luxury of Facebook doing the promoting of your
ads for you. Digital advertising holds one absolute truth, and that is that it
creates an excellent ROI. This exceptional standing in ROI is possible to occur
at an extraordinarily rapid pace, given the proper campaign is under
implementation, and the product is purchasing worthy. Due to this truth, you
can commit to some market research to reveal that both small as well as local
businesses and large corporation owners use ads on Facebook to promote their
businesses.
Within literally a few moments, anybody with a little
technical knowledge can log onto a new Facebook account to create a business
manager account, set up their payment method, and then distribute a campaign.
People are now able to explore their campaigns to seek out the cheapest cost
possible per lead. People can do these experiential actions by accessing the ad
creation tools such as AdEspresso. The chart below depicts the variations in
CPC, or, cost per click. These results have taken place during the year of 2017
on multiple placements implementing data.
As you can see, the placements on Instagram were
averaging at a CPC of $1.15 within Q4 2017. Meanwhile, people’s placement of
desktop newsfeeds in the same year held a CPC of merely an approximate $0.50.
From this data, we can determine that you can begin driving the traffic you
need on your website and starting at 0.10 cents per click.
One of the best things about Facebook marketing is that
you do not need an enormous outstanding budget to begin. Comparatively to other
ad marketing mediums like Google, starting with Facebook ads is a very
straightforward procedure. Right from your business Facebook page, you can
boost an individual post that will help other Facebook users find your Facebook
page. Additionally, you can make a campaign with more sophistication that will
target customizable audiences’ demographics. These actions create better
results with your business manager. After reading this simple guide, you will
find yourself far more comfortable migrating to Facebook ads for campaigns.
Also, you will know how to produce a highly successful Facebook campaign in
your business manager.
Reason #3. Reach Out to The Audiences That You Desire
Although we have had a quick briefing on how many utilize
Facebook regularly, to put things in perspective, Facebook is an international
social media platform with literally billions of daily users. Therefore, the
chance of you reaching your ideal crowd of potential consumers is significantly
high. This logic means that Facebook is an excellent platform to do your
business’s advertising. Facebook will help you properly distribute your ads by
basing things like the consumer behaviour on your website, the level of
engagement that your costumers have on your Facebook page, your consumers’
preferences, and several demographic factors. These demographical factors
include age, location, and gender.
By creating highly specific audiences, you can make your
ROI skyrocket while implementing ad usage of ads on Facebook. In 2017, the
discovery that 57% of consumers claim that social media has an impact on their
spending. Of the 57% of the people who said this, 44% claim that Facebook is
the most potent ad marketing tool they have in their arsenal of social media
platforms. Facebook is the absolute best channel for reaching out to your most
desirable audience. This fact is even more accurate with all the targeting
selections already built into Facebook’s ads and campaign schematics.
Reason # 4. Extremely Customizable Facebook Ad Campaigns
Contradictory to another big social media marketing
company by the name of Google, you can easily create the ultimate smooth ad
distribution experience for yourself. Unlike Google’s built-in ad marketing,
Facebook’s ad using experience can be possible under the design to attract your
ideal audience. This fact is due to the broad selection of ad formatting that
you have the pleasure of choosing from when creating your ad. Say you want to
make an engaging video that younger dog owners can not cease watching. Alternatively,
say you want an in-depth canvas ad for senior citizen dog owners, of which will
explain all the fine details as well as how beneficial this dog food would be
to their pet. Facebook ads have the power behind them to make these ads come to
life and distribute to your ideal audiences right before your eyes. However, we
should have a brief look at the eleven options for campaign objectives. These
eleven options you can select from by basing your choices off your advertising
goals and needs. The ad design, copy, landing pages, and virtually every factor
of the campaign is customizable. You can even customize the technical aspects
of your ads like the target audience, delivery optimization, and bidding. With all
these options, Facebook is the most customizable social media advertising
network regarding ad creation. With all the options, you can make concrete
experiences when it comes to ads.
Reason # 5. Facebook Supplies Brand New Features
Every Single Month to Help Market Your Ads and Campaigns
For both Facebook users and Facebook advertisers alike,
Facebook is continuously creating new features while continually developing the
overall user experience. Since Facebook keeps providing more value, Facebook
has been increasing concerning sustainability and growth for such a long
period. We all held witness to several Facebook alterations in 2018 that had
positive effects for Facebook advertisers. Examples of this improvement range
from the new carousel ads for Instagram stories ranging from categories for new
dynamic advertisements. We can always expect that Facebook will proceed to
improve upon their networking for advertisements with updates.
For this reason, that will make ads more compelling and
more straightforward to navigate for advertisers. You will open the doors to
full potential regarding advertising on social media as you learn to advertise
using Facebook. The most efficient way to learn is a little marketing research
and firing up your Facebook Business Manager account to set up as well as
making your campaign. Therefore, we shall do this in this in-depth guide to
Facebook ads and advertising.
