This post simply gives you a detailed explanation on all you should know before creating your first or next ads on Facebook, if you want to achieve your marketing goal. Many people, especially small business owners shy away from running Facebook ad because they don’t understand how to go about it. While others make attempts but, they are not successful in making sales or achieving their aim. This has made a few persons come to the resolution that, Facebook ad is a scam.
We have decided to walk you through the practical steps of Facebook Ads and campaign set up even, if you have not created an ad before. So, it’s important, if you are new to the whole concept of advertising through Facebook to read each paragraph word for word without skipping any.
You should know that there are two ways to get traffic (potential customers/clients) from Facebook. Organic/free which is less effective and Paid or Targeted Traffic done with the aid of Facebook Ads, this is effective as it guarantees, 3x-10x or 20x return on investment when done properly.
Why Facebook Ad is Important for Your Business?
- Facebook Advertising is Highly Effective: There are over 2.5 billion monthly active and closed to 1.8 billion daily active users. It is considered as one of the top advertising channels online. Facebook ads can work for you if you take out time to master the complex art that entails creating highly effective Facebook ads.
- Simple Set-Up Process and Fast Results
Setting up a Facebook campaign takes little time and can yield excellent results for your business. There’s great ROI (Return On Investment) and this can happen quickly with the right campaign and product. Facebook ad is effective for both small business and large cooperation.
- You Can Reach Your Ideal Audience: Facebook provides tones of detailed ways to reach specific people based on their behavior on your website, their known likes, engagement with your Facebook page and other various elements of their demographic such as age, gender and location.
- Facebook ad Campaigns Are Highly Customizable: Your Facebook ad experience can be designed to attract your perfect audience. That is because Facebook has a wide range of ad formats to choose from. You can simply choose from the eleven different Facebook campaign objectives based on your marketing goals. You can customize your ad design, copy, landing pages, and virtually every element of the campaign including technical aspects such as Target Audience, Bidding, Optimization .
- Facebook is adding new features every month
Before we go into details, let’s establish some basic rules.
You must have one of the following an objective for running ads online. You run ads either to create Awareness, Engagement or get Conversions. However, most times the goals of business owners is making sales or getting leads. So, before you learn how to successfully create ads online, clearly state your objective.
I know you might want to know, why?
There have been experiences of people who created ads that got over two thousand likes and ended up getting zero sales, to avoid this, you must stipulate your objective. And every objective is within the three aforementioned Campaign objectives. So, the first thing you need to have is an objective.
For business owners in developing countries, when you are targeting people in developed countries like USA you can target people based on their income level, net worth etc. The aim why Facebook Target Ads works is because, Facebook has something that can be described as data. The data include age, gender, marital status, location, education, and interest.
Majority of people who have been creating ads still don’t know how to maximize Facebook ads while ultimately creating their Ads. For starters Ads can be created from your Page, Ads Manager or Business Manager. There is a huge difference from creating ads from the three options available.
Most beginners directly create ads from their Page. This is called Page Boosting. Although, it works, it’s not as effective as the ad done on the Ads manager. The Business manager is more detailed than the page manager. We will consider both options subsequently.
For those of us who already have a Facebook Page and must have created a post either by sharing text, an image or video have come across the inscription, “Get more people to see your page, boost now… Get more people to see your post, boost now…” all these aren’t the proper methodology behind running ads… this is just a newbie gambling approach.
From the explanation above we are certain you understand the fact that there are basically two types of Facebook ads one can run:
- Boosted ads: (can be done directly from your page)
- Sponsored ads: (done using Facebook Ad Manager or Business Manager)
Boosting ads: This will get you more likes, shares and comments often times doesn’t translate to cash. So if you’ve been using this method to sell products, sorry you’ve been wasting money. It only gives you visibility so it’s more ideal to use it for brand awareness, promotions and their likes.
Sponsored Ads: If you need sales, then this is what you should be using, it allows you to do detailed targeting and take your products to those that need it. There are a lot of tricks here to bring your customers which are not available for boosting ads.
Sponsored ad starts with Audience Insights. This tells you where to find your target audience and you need to be careful and smart about selecting your objectives form the eleven objectives available. Selecting a campaign objective helps to tell Facebook what you need and not just those who will like, comment and share your post without patronizing you. Other things to consider when using the ad or business manager after selecting your objective should include;
- Audience Interest
- Image or Video
- Your Copy (be creative) and a few more things to tidy up and you are good to go
The Facebook Business Manager is the most preferred place for running your ads.
What is Facebook Business Manager?
Business Manager is a tools designed for managing your Facebook pages and ad accounts. You can use this tool and allow individuals have access to your pages and ad accounts and remove or change their permissions. Their access can be as Employee or Admin.
For businesses who intend working with marketing agencies, you can also share your Business Manager account with the agency so that they can help you with your ad campaigns. With the Business Manager account you can have multiple ad accounts and users all combined. The following listed below are things you can do with Facebook Business Manager
- Set up Facebook campaigns
- Create new ad sets and ads
- Manage Facebook ad bids
- Target many different audiences
- Optimize our ad campaigns
- Keep track of your campaigns’ performance
- A/B test your Facebook ad campaigns
How to Set Up Facebook Business Manager
If you don’t already have a personal Facebook profile, creating that profile is your first step. Next, you need to create a separate Facebook page for your business. After you create a Facebook page for your business, you can create a Business Manager account that allows you to run ads for your page.
To begin, go to the Business Manager home page and click Create Account in the upper right. You’ll need to log in using the email and password you used to set up your personal Facebook profile. Next, enter your business name and email to set up your Business Manager account.
The next page to setting up your Business Manager account looks like this.
When you’re done, click Finish.
Now you’re ready to add your Facebook page to your new account. On the Business Manager home page, click Add Page.
In the next window, click Add Page under Add a Page of Your Own. Then select your Facebook page and click Add Page. Your page is now added to Business Manager.
Next, you need to add your Facebook ad account. On the Business Manager home screen, click the Add Ad Account button.
From here, you can either add an existing ad account or create a new ad account.
If you’re creating a new ad account, use your business name when asked to name your new account. This name doesn’t appear publicly but helps you and any employees you add to the account to identify what it’s for.
When you’re done, click Create Ad Account and you have the foundation to start advertising through Business Manager.
Manage Employee Access to Your Facebook Ads Account
The Business setting option in Facebook Business Manager is your go-to tool for handling administrative tasks related to Facebook ads like changing your billing information and managing employee’s access.
Because you just set up your Business Manager account, this section focuses on giving employee access your business’s Facebook page and ads account. To start, open Business Manager, click the Menu icon in the upper left shown below and select Business setting on the right.
On the Business settings page make sure people is selected under the user heading on the left. On the right you see all of the users you’ve added. If this is a new account, you will be the only user. To add someone else, click the Add button in the upper right of the people column.
The invite people dialog box appears, which walks you through the settings you can choose as you add someone to your account.
First, type the email address of the person you want to add. Then select whether to give Employee access or Admin access. You typically want to provide employee access, which allows you to limit the pages the person has access to and actions they can take.
Click next, and you see a screen that lets you give access to any page connected to your Business Manager account.
When you give an Employee access to the page, they can create posts that are shared with your page followers and anyone who visits your page. If you give the employee access to the ad account, they create and monitor ads via the backend of your Facebook page.
When you are done assigning access, click the Invite button and you see a confirmation that your invitation was sent to your employee’s email address.
How to Use and Navigate the Ads Manager
There are three ways to access your Facebook Ads Manager account on mobile and desktop devices.
- Using the Ads Manager link this will take you to your Ads Manager account. Click here to access the Ads Manager
- Click on the drop-down arrow in the upper-right corner of any Facebook page (that you have admin access to) and select “Business Manager” in the drop-down menu.
- Use Facebook’s Ads Manager mobile app to access and manage your ad campaigns anytime anywhere.
There are some limitations to creating ads from the page manager, they include
- Facebook campaign objective: Using the page Boosting will restrict you using some objective which might affect the delivery of your ads. For example, someone who run ads to achieve good conversion rate might find it difficult using the page boosting for better results.
- Targeting problem: You can’t enjoy the luxury of targeting properly while using the page boosting e.g Flex targeting, connection targeting, custom targeting, lookalike targeting etc.
Setting Up Your Ad Account Info
You can publish your first campaign without setting up your payment method. This pays for the running of your ads.
Go to your Business Manager and from there click on “Ad Accounts” located under “Accounts”. Fill in the entire blank by entering your campaign name, address and other relevant information.
Note: The fifth tab there was as a result of the Covid-19 pandemic.
Now you understand the rudiments of setting up your Ad and Business Manager. The next step is to start with the process of creating your ads.
You Build Facebook Ad Campaigns in Three Levels
- Campaign: this is the highest level, you can have multiple ad sets per campaign and each ad set can have multiple ads.
- Ad set: this is where the MAGIC happens; you can create DETAILED TARGETING here to only show your ad to the people most likely to buy your product or service.
- Ad: this is what your prospects/Facebook users see, this is where your write your ad copy and choose your images or videos to actually show new potential customers.
If you start click around, you will find out that there are all kinds of data and tools available for you to use.
Finding the right audience is the most critical part of Facebook advertising.
If you choose an audience that’s not relevant enough to your ad, you’ll waste some of your vital budget on reaching the wrong people. To research your audience, there are seven (7) key questions you can keep in mind before determining who your audience is for your Facebook advertising strategy. The answers to these questions are not necessarily complex, but it can be a time consuming process to collect and verify the answers. Remember, the right audience plays a major part in deciding the success of your Facebook ads.
1. Who are the authority figures, thought leaders, or big brands in your niche?
2. What books/magazines/newspapers does your ideal customer read?
3. What event do they attend?
4. What websites do they frequent?
5. Where do they live?
6. What tools do they use?
7. What’s completely unique about this group?
To identify them, use the Audience Insights tool.
How to Create or Set Up a Facebook Ad Campaign
Once you are in the Ad Manager Account Click on “Create”
- Select your Campaign objective
- Give your ad campaign a name.
- Set up the audience targeting.
- Set up your ad placement.
- Set up your campaign budget and bidding.
- Set up your Facebook ads.
Step 1: Select Your Campaign Objective
Like we’ve already shared above, choosing your objective is important. The right campaign objective helps Facebook determine other elements of your campaign such as available ad format, bidding options and the way it optimizes such available campaign.
Here Are The Various Facebook Campaign Objectives… And When To Use Them
- Brand Awareness: This is done if you would like people to find out about your brand. You can also use this objective to drive more traffic to your website
- Reach: Use the “Reach” objective if your goal is to reach the maximum number of audience member repeatedly over a shorter period of time
- Traffic: When to choose the “Traffic” objective? Select the traffic objective when your goal is to lead people to your website or blog, and there are no specific actions you wish them to take. For example, if you want more people to read a blog article or join a group… you can use the “Traffic” campaign objective.
- Engagement: Engagement objective is now where you can set up event response and page, likes campaigns, which were previously their own distinguished campaign objective. When to choose the “Post Engagement” objective? With “Post Engagement” objective, Facebook will show your ads to people who are the most likely to like share and comment on your post at the lowest possible cost.
Note that this objective is automatic when using Facebook Boosted Posts to amplify your Facebook post’s reach.
- App Installs: when to choose the “App Install” objective? If you are getting more people to download and use your app, Facebook App install ads is one of the best ways to do it…
- Video Views: When to choose the video views objective? Video views ads are great for targeting cold audience as they are engaging and help increase brand awareness. Note that you can also promote videos with other Facebook campaign objectives such as “Conversions” and “Lead Generation”
- Lead Generation: When to choose Lead generation objective? Select this option if you’re interested in creating Facebook lead Ads and getting people to give out their contact details in exchange for a downloadable content. Instead of sending users to your website, a lead form pops up which allows you to collect information like names, email address, phone numbers etc. directly on Facebook.
- Messages: When to choose the “Message” objective? “Messages” is Facebook’s newest campaign objective and it is optimized to have your audience start a conversation with your Facebook page…
- Conversions: when to choose the “Conversions” objective? “Conversions” is Facebook most popular campaign objective as it is optimized to deliver you new lead or purchases. Conversions ads are aimed to increase sales, sign-ups, purchases or other desired action on your website, and Facebook’s auto-optimization works really well.
- Product Catalog Sales: when to choose the “Product Catalog Sales” objective? Product Catalog sales are designed for e-commerce advertisers that sell a variety of products and frequently update their product catalogs. You can use this objective where creating remarketing campaign targeting your online store visitors.
- Store Visits: When to choose the “Store Visits” objective? If you have a physical store that you’d like more people to visit, try the “store visits” campaign objective. You’ll be able to reach people around your business, just like with the local Awareness ads, but include additional information.
So it’s necessary before you set up your first or next Facebook ad campaign, think about what your ultimate goal is; it must be within the confers of the eleven objectives listed above.
Do you want to make sales?
Or are you more focused on increasing brand awareness
Are messages your thing?
Or something else?
Remember, it is only when you are aware of your Facebook ad campaign goal; you can proceed to the campaign set up process and select the right campaign objective.
This way you will keep your Facebook ad optimized for your desired outcome.
Boosting Post is a free way to be a philanthropist to Facebook because you are giving them free money.
You can run your ads targeting a broad audience or you can make potential reach streamlined to the barest minimum so that it can reach the ideal customers.
One factor to consider while running ads is called the CTR click-through-rate. This is the ratio of people who saw your advert to the ratio of people who interacted with it.
Step 2: Give Your Ad Campaign a Name
Although this is simple, but it is actually important to adopt useful naming conventions for your campaigns, this helps you easily organize your campaigns and scale them and also run more of them.
You can use;
- Client name/website
- Product/Service name
- Target Audience/Location
- Custom Audiences
- Creative Type (Video/Carousel?)
- Facebook Page, etc.
Step 3: Set Up the Audience Targeting
This is where you create ad sets, or audiences
The ads and ad sets are contained within your campaigns, with the ads containing a specific combination of creative and an ad set containing a specific audience and budget.
In this phase of your campaign set up, you have two options
- Create a new Facebook target audience
- Used a saved audience
Custom Audience or Lookalike audience are other extreme powerful targeting options for you.
Custom Audience: You can create audiences based on your website traffic (people who visit your website or specific web pages, customer traffic (email list) with something called the Facebook Pixel. The Pixel allows you build audiences in addition to track events (“Conversions” that occur on your website, this can be installed on your landing page, sales page, etc. So, this is something you will want to install immediately if you haven’t done so already. Facebook Pixel is where the magic happens
For example you can create a custom audience of everyone who viewed your sales or order page but DID NOT view your thank you page (the thank you page only shows after a purchase) this means you can later retaget buyers who were closed to buying but haven’t for whatever reason
Lookalike Audience: A lookalike audience utilizes Facebook’s almost unimaginable store of date on pretty much everyone on the platform to create new audiences of people similar to another audience (or they look alike)
What to do when you’re unsure of the right targeting.
On Facebook advertising, sometimes you hit roadblocks when you don’t know the interest, demographics or behavior to target
Here are two things you can do;
1. Let the platform do the targeting (it is called – zero targeting) and it works for generic products/services.
How to do it
Just leave the keywords targeting section blank and select other parameters such as age, location, gender, language (always select English – to eliminate distractions)
And when the advert is now doing well and has gathered good metrics, you switch it up to retargeting the lookalike audience from your website visitors
You can keep running either campaigns OR stop the one performing poorly
2. How Can You then Target This Right Audience Using Google take your time to do thorough audience research on the product you want to promote.
You will need to know who the audience really is, who they follow, and the kind of books they read and so on. (Audience insight and Demographics)
Do a Google search for the category of product/service you want to sell
eg. If it’s a household product/service
You can Google search “Facebook targeting for household products”
You can also Google search the particular product or service e.g. “Facebook targeting for Dubai travel agency”
As a newbie both approach will work just fine.
Step 4: Set Up Your Ad Placement
By default Facebook will have “automatic placement”
How to Select Your Facebook Ad Placement?
For every campaign objective
- Brand Awareness: Facebook and Instagram
- Engagement: Facebook and Instagram
- Video Views: Facebook, Instagram and Audience Network
- App Installs: Facebook, Istagram and Audience Network
- Traffic (for website clicks, and app engagement): Facebook and Audience Network
- Product Catalog Sales: Facebook and Audience Network
- Conversions: Facebook and Audience Network
Step 5: Set Up Your Campaign Budget and Bidding
As at the time of creating this post one of the most common complain from those in Nigeria who run Facebook ads it’s their inability to pay for ads.
If you are still having issues paying for your Facebook ads, here is a thing or two you should know.
- Banks with cheapest foreign exchange FX rates at the moment are Guaranty Trust Bank (GTB), Zenith at
N390 and Ecobank at N394
- Daily spend limit on your Naira debit card for international transactions is, mostly $300 and $500 for monthly. So, you cannot spend more than $300 daily and $500 a month.
- Any attempt to go above the daily limit will be declined.
- Facebook allows you to pay in portions if you do so before you hit your threshold (and even after a failed payment so long as you can still see the Pay Now link/button)
- Click on the Pay Now link/button and a dialog box is likely to pop-up showing the amount to what your card carry at the moment and hit the blue button to effect your payment.
- Alternatively, you can work with virtual cards on GetBarter, Wallets, Bit Sika (this one is MasterCard based and allows you to fund your wallet with crypto/ Bitcoin, Cedis and some other African currencies).
- Some Nigerian banks are still in the wood not all their cards work well with foreign payments.
- You can ask your bank for Prepaid card. Some have theirs only in Naira but with capacity to make high volume transactions. I think Fidelity and First bank can help with a Naira dominated Prepaid card. Most of them are dominated in dollars. UBA can also offer Prepaid card service. You can also use Visa Gold from First Bank and Fidelity. Sweetest part is Fidelity offers theirs on both savings and current account.
Step 6: Set Up Your Facebook Ads
The actual ad is what the user on Facebook will see, and you want them to look good. This is the final step of your campaign creation process; you can select your preferred Facebook ad type and insert your ad image(s), videos, and copy.
There are two option here: you can either select an existing Facebook page post or create new ads.
The ads manager on the other hand contains more details of targeting than page manger.
Mistakes to avoid
- Avoid Boosting your pages/post online all in the name of running ads. It’s not necessary it’s definitely a waste of money although you are going to get a certain level of engagement but the objective of your ad will not be fully achieved.
- Your Ad should be a part of an overall Marketing campaign. Don’t just stop on the idea of running Ads alone, you might probably be losing more sales. If you must know, Facebook ads is just a Marketing Strategy, and NOT the strategy
There are many factors that could lead to this
- Ad COPY
- Ad OBJECTIVE
- TARGETING AND RETARGETING and lots more
Your major focus should be on targeting. If you get this right other things follows, you will definitely get sales if your offer is good enough (IRESSISTIBLE OFFER)
Types of Facebook Ads
- Image Ads
This is the easiest way to get started with Facebook advertising. For those with no experience at all or those finding the idea of using the Business Manager overwhelming you can simply go to your page create a post, add an image and then click on Boost an existing Post. Your image must be attractive enough with the right attention to stop anyone from scrolling pass it.
- Video Ads
Video ads can run in News Feed and Stories, or they can appear as in-stream ads in longer Facebook videos. Video ads can show your team or your product in action. Your video ads don’t need to use filmed video footage. You can also create GIF-like graphics or other animations to capture attention or explain your offer.
- Video poll ads
This mobile-only Facebook ad format incorporates an interactive component with video polls. It’s a brand-new type of Facebook paid advertsing, but Facebook’s early data shows that these ads can increase brand awareness more effectively than regular video ads.
- Carousel ads
A carousel ad uses up to 10 images or videos to showcase your product or service. You can use this format to highlight different benefits of one product, a number of different products, or even use all the photos together to create one large panorama image, like this
- Slide show ads
Slideshow ads offer an easy way to create short video ads from a collection of still photos, text, or existing video clips. Of you don’t have your own images, you can choose stock photos directly from Ads Manager.
Slideshow ads have eye-catching motion, just like videos, but use five times less bandwidth, so they load well even for people on slow internet connections. They’re an easy, low-impact way to draw attention.
- Collection ads
These Facebook paid ads, which are offered only for mobile devices, allow you to show case five products that customers can click to buy.
Collection ads pair with Instant Experiences (more on those below) to allow people to buy your products without ever leaving Facebook. This makes online shopping easy when people are on-the-go and may not have a great internet connection.
- Instant Experience Ads
Instant Experience Ads used to be called Canvas. They are full-screen ad format that loads 15 times faster than a mobile website outside of Facebook.
- Lead ads
Leads ads are only available for mobile devices because they’re specifically designed to make it easy for people give you their contact information without a lot of typing. They’re great for collecting newsletter subscriptions, signing someone up for a trail of your product, or otherwise allowing people to ask fopr more information from you.
Tokio Marine, an insurance company, used lead ads to generate 11,000 leads in just 17 days. In addition to an easy-to-complete lead form, the ads used Messenger bot to further qualify potential new clients. The campaign reduced the cost of lead collection by 60 percent.
Because these ads are such a great way to feed your sales funnel, we’ve got a whole guide to using Facebook lead ads that breaks down all the details you need to know to make the most of this important type of Facebook ad campaign.
- Dynamic Ads
Dynamic ads allow you to promote targeted products to the customers most likely to be interested in them.
For instance, if someone has visited a product page or placed a product in their shopping cart on your website, but then abandoned the purchase, dynamic ads for that precise product will appear in the Facebook feed.
This reminds the potential customer to complete the purchase, and can be very effective Facebook marketing strategy.
The French store Smallable used dynamic ads to retarget potential customers with carousel, collection, image, and Stories formats. Smallable showed Facebook users ads for products they had already expressed interest in, resulting in a 124 times return on ad spend.
- Messenger Ads
Facebook Messenger ads give you access to the 1.3 billion people who use Messenger every month. When creating your ad, simply choose Messenger as the desired placement. You also need to select Facebook feed.
Here’s what an ad looks like in the Messenger app:
You can also run “click-to-Messenger” ads in the Facebook feed. These ads feature a call-to-action button that opens a Messenger conversation with your Facebook Page, so people can have a one-on-one conversation with one of your sales people or customer service reps.
- Stories Ad
Scientific American found that 72% of millenials won’t rotate their phones to watch widescreen videos. Stories ads are a full-screen vertical video format that allow you to maximize your screen real estate without expecting viewers to turn the screen.
These ads have proven highly effective. A Facebook-commissioned Ipsos survey showed that more than half of people said they were making more online purchases because of Stories ads.
- Stories Augmented Reality Ads
Augmented reality ads use features like filters and animation to allow people interact with your brand. This ad format is new to Facebook, but 63% of U.S. Internet users say they have already tried an AR brand experience. Facebook AR Stories ads go into open beta this fall.
- Playable Ads
This is another new ad format that incorporates interactivity. You can create a game of experience that encourages people to interact with your creative content.
Vans used a playable ad to increase brand lift and favourability.
Learn to create Multiple Backups. Have multiple ads account because Facebook can shut down your ads account anytime.
- Use Business Manager, the Business Manager is slightly more of a advanced version of what the ad manager is
- When creating your ads use social proof, engagement is credibly important…
- Ensure you specifically name each campaign
- Audience Insight is where you get to find out about your target audience
- If you have multiple Facebook Business pages, you don’t want to navigate through multiple ads account, you want them all in one place
- This is also good in case you want to add access go to business.facebook.com to create a business manager account
- Retargeting is where the magic happens
So far, I know this has been a long read for you. I do hope you find this content interesting and worthwhile. We’re hoping to improve on this content.
Don’t forget to ask questions if you need further clarification.