Career & Business

The Beginner Guide to Advertising on Facebook with Ads Manager

The Beginner Guide to Advertising on Facebook with Ads ManagerThe Beginner Guide to Advertising on Facebook with Ads Manager

How to Use the Facebook Ads Manager for Successful Ad Campaigns?

Summary

  • Facebook became a real game-changer in advertising after launching its ad platform with over 1.8 billion users worldwide.
  • As a small or medium business owner, you will not have to spend large budgets on ad campaigns – you can reach your target clients with only $5.
  • Over 65 million businesses already use Facebook ads to drive their conversions and increase awareness dramatically.
  • The platform constantly adds new features to help you get the most out of your social media advertising.
  • In addition to ad setup, you can also install the Facebook pixel to track and optimize your ad campaigns more effectively.

 

Table of Content

Why Businesses Advertise on Facebook and Instagram?
Why is Facebook Advertising Integral to Business Success?
Who Should Use Facebook Advertising?
How to Use Facebook Ads Manager in 2021?
Why Should You Install the Facebook Pixel?
How to Set Up the Facebook Pixel?
Concluding Remarks

Why Businesses Advertise on Facebook and Instagram?

As Facebook statistics show, 1 out of every 5 minutes spent on a mobile device is spent on Instagram or Facebook in the US.

The platform has over 1.8 billion users worldwide. So, when it launched its ad platform, it was already clear that it would be a real game-changer in advertising.

Traditional advertising, which requires high-quality production and a large budget, is not always necessary for small and medium brand promotions from now on. Facebook ads allow anyone to “pay to play” when running a campaign.

For example, even a $100 business can launch an effective campaign to drive traffic to their main website or increase sales in the online stores.

Moreover, the platform allows marketers of all skill levels to control the look of their ads.

 

Why is Facebook Advertising Integral to Business Success?

Facebook campaigns give businesses a unique opportunity to reach and engage with their target audience.

Recently, Facebook announced that it had set up its news feed algorithm to show people the most relevant content, such as messages from friends and family. Now, if you don’t sponsor your content, your ad will most likely not be visible. By placing ads on Facebook, you increase your chances that your target audience will notice your ads.

Facebook has over 1.8 billion users around the world and has the world’s best targeting opportunities. Business owners can now pay to reach a specific person based on location, demographics, interests, online behaviour, and more.

Facebook Ad Manager provides complete visibility into critical metrics, allowing you to track your ads and adjust your ad strategy in real-time.

Who Should Use Facebook Advertising?

Due to the huge number of people on Facebook, every business can find value in advertising on Facebook. Whether you are a new online store or an established brand, Facebook ads can be effective in:

Increasing awareness
Increasing conversions
Encouraging consideration

While an increased ads budget often boosts results, you can also set a modest budget of $5/day. The accessibility of Facebook is just one reason why over 65 million businesses are using Facebook for advertising today.

However, there are slight differences in how B2B or B2C companies can use this platform.

Usually, B2C companies use Facebook to inform and entertain clients in a personal, friendly way to promote brand awareness and inspire action.

With its various functionalities, Facebook ads are an efficient way for such companies to connect with potential clients naturally where they already spend their free time.

Also, B2B companies can utilize Facebook to inform audiences about new thought leadership pieces, webinar registration, or upcoming events.

Such businesses can utilize Facebook’s targeting capabilities to reach specific job titles, interests, age groups, and more. For instance, if someone “likes” your competitor’s business page, you can target them with your ad positioning your brand against them.

How to Use Facebook Ads Manager in 2022?

Facebook continuously adds new features that make its platform more intuitive, but today’s goal is to consider the basics you need to get started.

Our guide outlines how to set up a Single Image ad, and we encourage you to examine and test different formats to take advantage of everything Facebook offers.

Step 1: Create and set up a Business Manager Account

To begin advertising on Facebook, you should create a Business Manager account. With its help, you can access your pages, ads and allow other people to manage your accounts. Here is how you can create your Ads Manager account:

  • Visit business.facebook.com
  • Click the “Create Account” button
  • Write a name for your business, select the primary Facebook Page for your account, and provide your name and work email address

Then set up access through Business Manager:

  • Visit Business Manager Settings
  • Click on “Ad Accounts.”
  • Choose “Add New Ad Accounts” and click the “Create a New Ad Account” button
    Then set up your billing information and payment method. Now you’re ready to navigate to Ads Manager.

Step 2: Navigate Facebook Ads Manager

Facebook Ads Manager includes functionalities for:

  • Setting up ads
  • Targeting specific audiences
  • Managing and modifying media spend
  • Monitoring campaign performance

Step 3: Select an ad objective

Click on “Create Ad” in the right corner of the page. You’ll need to select a campaign objective – what you want to achieve with this ad: conversions, awareness, or consideration.

Awareness goal: generate knowledge and interest in your product or service.
Consideration goal: allow people to click on specific links for more information, engage with your business, and remember your product or service.
Conversion goal: prompt audiences towards a call-to-action.

Once you’ve made your selection, your campaign is officially created!

Step 4: Select your audience

With demographic information collected by users across the globe, you can get extremely granular in who you want to engage with your ads. Below are just a few ways for filtering people:

  • Location
  • Age and gender
  • Language
  • Education
  • Interests
  • Behaviours: purchase behaviour, digital activities, charitable donations
  • Net Worth
  • Languages

One of the beneficial features of Facebook Ad Manager is creating Lookalike Audiences. These are Facebook users who share similar qualities to other known groups.

When creating a Lookalike Audience, you can select the initial criteria on your own or upload a custom audience list. Facebook will define the common qualities of the people to them.

This feature lets you take your marketing team’s list of existing clients and expand your advertising results.

To check the results of your Lookalike Audience, the platform recommends that you upload a list that is between 1,000-50,000 people.

Step 5: Set your budget

Facebook then allows users to control how much they want to spend on each ad.

There are currently 2 main ways to allocate media budget:

  1. Daily media spend – what you spend in a day
  2. Lifetime media spend – what you pay for a special period

Facebook suggests a $20 daily budget by default. However, you can always set your budget while the campaign is live with either option.

As a rule, we recommend spending at least $5 per day on an ad. Also, keep your ads running for at least seven days so that you can test and monitor engagement within the week, as research suggests people tend to react differently to ads depending on the day of the week.

When setting your media budget, it’s also essential to note the difference between CPM and CPC:

CPM is the cost per 1,000 impressions (or every 1000 times your ad is displayed).
CPC monitors each time someone clicks on your ad that takes them to your web page or app, you pay up.

You can set a manual bid – the maximum budget you want to pay per link click.

According to Facebook, “Paying for impressions might be a good choice if you want to build awareness around your brand while paying for link clicks encourages people to visit your business’s website or app.”

Keep in mind, Facebook wants to maximize its earnings. So, it will deliver your content to people most likely to convert. It’s a win-win offer. Optimizing for conversions is a great way to reach ad goals.

Lastly, remember that you have complete autonomy over all aspects of Facebook Ads Manager, so play around with how your media spend impacts campaign performance.

Step 6: Decide where to run your ad

If you use Facebook, you will see ads shown on your mobile and desktop news feed, or on the right side of your screen. Also, with Facebook’s acquisition of Instagram, you can create ads on Facebook Ads Manager for Instagram.

Desktop/ Mobile News Feed: Ads will appear embedded in a user’s news feed. It’s beneficial for anyone who wants to build brand awareness and post engagement.
Right-hand Column: This option places ads on the right column of Facebook and is the most traditional “banner” style ad offered. This is only available for desktop users.
Facebook Audience Network: A network of mobile apps and websites that Facebook has partnered with to show ads.
Instagram: Best for maximizing reach and building brand awareness to a target audience present on Instagram.

Step 7: Create your ad

Now that you have set up your campaign, audience, and placement, it’s time to input the creative and copy.

First of all, select how you’d like your ad creative to display:

There are 5 formats:

  • Carousel: An ad with two to ten scrollable images or videos.
  • Single Image: Ad with up to six variations of your ad displaying one image at a time.
  • Single Video: Ad with one video. The Single Video ad allows you to tell an engaging story to your target audience.
  • Slideshow: Looping video ad with up to ten images.
  • Collection: Ad that combines images and video that displays as a full-screen experience.

Second, you need to select your image and build out the copy.

When it comes to selecting a compelling image, Facebook recommends: “Remember your photos will be competing with pictures of babies and someone’s fancy dinner. Focus on the things about your business that make it stand out. The people. The environment. The products. Try to pick an image that will grab your audience’s attention as they scroll through Facebook.”

Facebook allows you to upload and test up to 6 different images, so if you’re not sure what to choose, experiment! The right image can result in a 100% or higher difference in CPC or CPA results.

Next, populate each field to insert a copy for your ad:

  • Main ad text: up to 90 characters
  • Headline: up to 25 characters
  • Link description: up to 90 characters

When people are on Facebook, they scroll through quickly. That’s why you need to ensure you grab your audience’s attention effectively.

Be explicit about the call-to-action, whether urging them to click to learn more or signing up for an upcoming event. Keep it short and sweet.

Step 8: Place your order

Once you have created your Facebook ad, click the green “Place Order” button.

Your ad will be screened to ensure it doesn’t violate Facebook’s Advertising Policies.

Step 9: Monitor performance

As we said earlier, you have full transparency in Ads Manager on the ROI of your ads. Some important metrics to monitor are:

  1. Clicks: the number of times someone has clicked on your ad
  2. Impressions: how many times your ad was viewed
  3. Conversion Rate: what percentage of people who click your ad goes on to become a lead or make a purchase
  4. Set a reminder at the same time every day to check in on your ads. If you’re not getting any traction, try tweaking the creative, copy, targeting, or media spend.

Why Should You Install the Facebook Pixel?

Without the Facebook pixel, you limit yourself to your ad settings. After all, the most “tasty” and working tools are used with the pixel.

It helps track and optimize conversions, collect site visitors, create similar audiences based on these visitors, and segment your audience.

Let’s take a look at what tasks the Facebook Pixel solves.

Retargeting

A visitor came to your online store, viewed some products, but didn’t buy anything. The pixel code captures their data on social media and then shows them an ad. Since a person has already been interested in your goods, likely, they won’t remain indifferent to a good offer and still make a purchase or leave a request.

Conversion monitoring.

Facebook Pixel allows you to track targeted actions of visitors from any device. Let’s say a person visits your website from a smartphone, scrolls through the pages, and closes.

After a while, they came back in, but from a computer, and placed an order. Pixel captures this, remembers, and uses it to display targeted ads. You may ask: why else should you show something if the customer has already made a purchase? To offer them related products.

Create a look-alike audience.

Yes, sure. The Facebook Pixel can do that too. Pixel captures all of your customers who have purchased on the website and then searches for a similar audience interested in similar products.

Ads are shown to the users found. Since these people are interested in your offers, their response and the pleasant rustle of bills won’t make you wait long.

Optimization of advertising.

One of the useful features of the Facebook Pixel is conversion optimization. The tool measures certain metrics to improve ad performance.

Based on the results obtained, “smart” algorithms automatically change targeting settings to increase the conversion rate.

How to Set Up the Facebook Pixel?

We have already figured out why it is useful for your business, so now let’s move on to setting it up for your future social media campaigns. Here is a quick instruction on setting up the Facebook pixel. Still, you can find a complete guide following the link.

Step 1: Create a pixel

#1 Click “Connect to Data Sources” from your Facebook Event Manager and select “Web”.
Click the “Get Started” button to continue.

#2 Select “Facebook Pixel” and click “Continue”.

Here you should name your pixel, enter your website link, and click the “Continue” button.

Step 2: Put the pixel code on your web page

You will need to install a Facebook pixel code on your website to set it up for gathering information on your web page.

We listed a few ways to do this for different website platforms.

For WordPress or SquareSpace, select a “Use a Partner Integration” section. It will show you some steps to connect your pixel without coding.

Step 3: Choose the Facebook pixel events

#1 Click the “Open Event Setup Tool”.

Choose the ID of your pixel. Then, click “Settings” and scroll down until you see this button.

#2 Paste your web page URL and click “Open Website”.

#3 There will be a list of standard events you need to choose.

Step 4: Confirm the pixel works properly

#1 Add the Facebook Pixel Helper” extension to your browser.
#2 Visit the website where you set up the pixel and check the popup that indicates how many pixels it finds on the website.

It will also show you if the pixel works correctly or provide information on how to solve the problem if any.

Step 5: Add a Facebook pixel notice

You need to ensure your website visitors know you collect data.

On the “Facebook Business Tools Terms”, you can find point 3 – “Special Provisions Concerning the Use of Certain Business Tools” to get all the details, or check out “Facebook’s Cookie Consent Resource”.

Concluding Remarks

Launching campaigns on Facebook and Instagram is a great way to advertise your products, services, and personal brand.

Whether your business is small or you advertise with large corporations, Facebook ads will be handy for almost everyone.

It’s only necessary to correctly configure the settings and make a creative that will hook your audience and encourage them to click on the ad.

A careful approach is the key to success!

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