So you’ve heard of the wonderful things Facebook ads can do for your business. Many people have detailed to you how they were able to leverage this strategy to boost their businesses- increased sales, more traffic etc, and you don’t want to be left out.
Now you’re in this position where you want to increase your sales by utilizing facebook ads, but don’t know where to start. Well, you’ve come to the right place.
Here is a comprehensive guide that addresses this issue. It is sort of a beginners’ tutorial for running Facebook ads in 2017. In this tutorial, I will teach you all you need to know about creating and running a Facebook ad campaign from scratch to finish.
I will cover ad objectives, ad sets level and ad level. I will also try my best to thoroughly explain each and every section of an ad campaign. It’s not difficult so don’t get confused.
You can either read the article or watch the video to understand this topic. If you want you can also decide to watch the video and read the article as well, whatever rows your boat. Just be comfortable and relaxed.
Sorry for the sucky resolution in screen recording. My software somehow messed up, and I couldn’t re-record the entire thing.
Facebook Ads Tutorial
First things first- you need to set up your facebook ad campaign. To do this, log in to your facebook account. Click on the drop down icon in top right location and click manage ads or create new ad if you want to create the ad from scratch.
An ad campaign has 3 levels:
- Campaign or Objective Level
- Ad Set Level
- Ad Level
Campaign or Objective Level
Facebook has listed all the objective types under three categories:
Here is how facebook defines these objectives:
Here is a list of ad types under each Objective:
- Brand Awareness: These type of ads are for increasing awareness for your brand. Facebook does this by reaching potential customers who may have an interest in your Brand, Product or Service.
- Reach: This objective type shows your ad to the maximum number of people.
- Traffic: The first option under consideration is traffic, which in simple words, mean taking the visitor to your website. This is the most commonly and most widely used ad type.
- Engagement: This ad type basically gets engagements for your post or page in form of comments, shares and likes/reactions. So, if you want to increase the engagement of your post/page this is the ad type for you.
- App Installs: This doesn’t require any explanation. As the name suggests, these ad types are used to increase app installs.
- Video Views: If you have a video and you want your video to reach a targeted audience, this is the ad type for you. It simply increases your video views by showing it to your target audience. This ad type at the moment is very much in demand and it’s a really good ad type as evident in the popularity of videos in the digital advertising space.
- Lead Generation: This is my favorite! You can use this type to generate sales leads by grabbing your potential customers’ email or other contact information.
- Conversions: These type of ads are used to increase conversions. This conversion can be in form of email signups or any other form needed to fulfill a certain objective. These ads require facebook pixels to be added so the conversion can be tracked.
- Product Catalog Sales: This ad helps you pull the entire catalog from your web store and helps in sales.
- Store Visits: Just as the name implies, this ad type comes handy when you want to increase the number of visitors to your store.
Traffic Type Ad
So let’s begin with a tutorial on the traffic type Facebook ad, which is the most commonly used ad type.
To start, click traffic, and fill in the name of your campaign. Let’s name it TestWebsiteTraffic. Choose whatever name you like and click continue.
After this, on the next displayed page, the first section “traffic” gives two options. The first option is if you want to generate traffic to your website or messenger, the second is whether you want to generate traffic for an app. We will go with the website or messenger option.
In this section, you can create a new audience and save it for future use, or you can select an entry from the drop-down menu if you already have a custom audience created.
You can do that by clicking on create new, custom audience and then pick the type of audience you want.
Let’s fill in our ad audience demographics and targeting.
The first option here is location. and there are many options to choose from. You can choose whether you want to target:
- Everyone in this location
- People who live in this location
- People recently in this location
- People traveling in this location.
When you’ve made your choice, type in the location you want to target. It can be the name of the country or the city. You can also refine it as much as you can to reach a highly targeted audience.
So I will select the “everyone in this location” option and add 2-3 countries. Let’s say Canada, the United Kingdom, and the United Arab Emirates.
So just like this, you can pick your target country or city.
The next thing is to choose the age group and other demographics of your target audience.
Age: For the age, we’ll go with people from ages 22 to 40 years.
Gender: You can decide that your ad is shown to men or women alone. You can also go with both men and women if you want. For this test campaign, we’re choosing the men only option.
Language: You can also target people speaking a specific language, I am going to select English.
This is the most important section of your Facebook ad campaign targeting. Here you can add demographics, interests, and behavior of the people you want to target. The best part is that you can be very very specific.
Click on browse to see the multiple of options there. You can go through those options and get an idea of what kind of targetings are possible.
For this tutorial, I am going to select random targeting like
- Generation: millennials
- relationship status: engaged
You can be really specific here. You can select your target audience by targeting their income range, education, industry and so many more options. This is one reason I love facebook’s ad targeting, it is the best available online.
Furthermore, if you want to be really precise about an interest you can simply type it, like cars.
So, now we are targeting millennials who are engaged and have an interest in cars and automobiles.
Then we have this option to exclude people with certain interest or behavior, so I am going to exclude people from my list who have an interest in motorcycles.
I can even further narrow down my audience by clicking narrow audience and adding one more interest, let us say cruise.
So my target audience is engaged millennials who like cars and cruises but don’t like motorcycles.
Can you see how specific we can get here in our targeting?
You can also set a connection with one of your pages in targeting your ad campaign.
Here are the options:
You can select the one you prefer.
I am selecting my fan page, and I want my ads to be shown to people who haven’t like my page, means I am excluding those who already like my page.
You can also save this audience if you want to use this same targeting in future.
I normally go with the facebook recommended, but as per your requirement, you can edit the placement.
Here you can choose which device types should see your ads, and on what facebook platforms should the ad be displayed- like facebook, Instagram and audience network.
You can also select within facebook where you want or don’t want your ad to be shown. You can tell Facebook to show your ads on Facebook users’ news feed, sidebar, instant articles and in-stream videos, or not.
In the advanced option, you can target specific mobile devices with respect to their OS versions or exclude categories for audience network where you don’t want to show your ads.
Budget and Schedule
This is where you select if your budget should be daily or if you want a lifetime budget for your ad campaign. You can change it from 20 to whatever you are willing to pay for the campaign.
After that, you can schedule your ads to either continuously run from today or manually select a start and end date with time.
Then we have the optimization for ad delivery. Since we are using this ad to drive traffic I strongly suggest you keep it for link clicks, but if your requirements are different you can set the one you prefer.
After that, we have bid amount. You can go with what’s recommended- it’s good enough if you ask me, but you can choose an amount you are willing to pay for each click.
Then within the delivery type, you can go with the standard option, which will show you ads throughout your selected schedule or accelerated, which shows you ads as quickly as possible.
Lastly, you just have to name your ad set you just planned, and click continue.
Now here we are in the third and final section of our ad campaign, where we are going to select our ad format, media, and ad copy.
So you can either create a new ad, which will do now or select an existing post from your fan page.
Use Existing Post for Ad
It is possible to use an existing post for an ad as well. To do that you can click this drop-down displayed below to select your fan page and then select the post you want to promote.
When you’ve selected the post you want to promote click place order and you are done.
Creating New Ad
If instead, you want to create a new ad, you can use these options below:
- Carousel ad: In carousel ad, you can create an ad with 2 or more scrolling images or videos.
- Single image ad: In single image ad, you can create up to 6 ads with one image each and at no extra cost.
- Single video ad: In single image ad, you can create a video ad.
- Slideshow ad: In slideshow ad, you can create a looping video ad with 10 images.
- Canvas ad: If you select canvas ad you can create an immersive ad by combining videos and images.
So, I am going to go with the single image ad.
I strongly suggest you use your own well-designed ad image. If you don’t have one you can search and select one from the free stock images provided by Facebook.
You can also do a search of your keyword in the stock images and find really good images that you can use.
Now select your fan page.
Now fill in the URL where you want the traffic to go to once people click on the ad. It will automatically grab the title and other information for the URL.
Then fill in the headline, the ad text, and the ad link description.
Then we have the call to action button which is optional, you can choose the one you want or leave it like it is.
Newsfeed link description will show up below the headline in the ad.
Then there is display link, you can leave it blank or put in your website’s URL, it will show up below the ad link description
When everything has been completed, your ad will look like this:
Once everything is finalized, click place order and your ad will be submitted for review!
Great! You have successfully created your first facebook ad 🙂
Running Facebook ads isn’t rocket science- it’s as simple as ABC. Like I’ve demonstrated you don’t need to know many things. All you need is to be focused, know what you want and then go get it. Just follow the rules listed in this article (or the video) and you’re good to go. You can always come back if you get stuck or just to check out a few things. If you’re confused and would like to ask a question, use the comment section below.
And please understand this is a basic level tutorial for beginners. Stay connected for advanced level tutorials i will be publishing in future!