Facebook offers a wide variety of paid ads options and placements, but all ads can be broken down into three elements:
- The campaign houses all of your assets.
- Ad sets, If you’re targeting separate audiences with different characteristics, you’ll need an individual ad set for each.
- Your actual ads live within your ad sets. Each ad set can hold a variety of ads that vary in color, copy, images, etc.
With that terminology out of the way, let’s dive into creating an ad.
Determine the most appropriate editor.
Facebook offers users two different tools for creating a paid ad: the Ads Manager and the Power Editor. When deciding which one is the best fit for you, you’ll want to consider both your company size and the number of ads you plan to run at once.
While the Ads Manager best suits most companies, the Power Editor serves as a tool for larger advertisers who are looking for more precise control over a variety of campaigns. For the sake of this article, we’re going to detail how to create an ad using the Ads Manager. (For more on how to create an ad using the Power Editor.
There are 10 different objectives to choose from. The list includes everything from sending people to your website to getting installs of your app to raising attendance at your event.
By choosing one of these objectives, you’re giving Facebook a better idea of what you’d like to do so they can present you with the best-suited ad options. Facebook’s ad options include:
- Page Post Engagements
- Page Likes
- Click to Website
- Website Conversions
- App Installs
- App Engagement
- Event Responses
- Offer Claims
- Video Views
- Local Awareness
Let’s say, for sake of this post, that you’re looking to drive more traffic to your website. When you select this option, Facebook will prompt you to enter the URL you’re looking to promote. If you’re using marketing automation software, be sure to create a unique tracking URL with UTM parameters for this to ensure that you’ll be able to keep track of traffic and conversions from this ad. For HubSpot customers, this can be done using the Tracking URL Builder.
Once selected, Facebook will then display the ad option that makes the most sense in terms of achieving this objective.
Choose your audience.
If you’re just starting out with paid advertising on Facebook, it’s likely that you’ll have to experiment with several different targeting options until you reach an audience that fits just right.
To help you narrow your focus, Facebook’s targeting criteria are accompanied by an audience definition gauge. This tool — located to the right of the audience targeting fields — takes all of your selected properties into consideration in order to come up with a potential reach number.
If you’re wavering between choosing a specific audience over a broad one, consider your objective. If you’re looking to drive traffic, you’ll probably want to focus on the type of people you know will be interested in your offering. However, if you’re looking to build brand awareness or promote a widely appealing offer, feel free to focus on a more general audience.
Facebook’s built-in targeting is vast, including options such as:
- Ethnic Affinity
- Politics (U.S. only)
- Life Events
You also have the option to select a Custom Audience — this allows you to target people on Facebook who are in your company’s contact database, visited a page on your website that has a tracking pixel or uses your app or game. To learn more about how to set up a Custom Audience on Facebook. (And for more on the specifics of these criteria, visit this Facebook targeting resource.)
Once you find a group that responds well to your ads, Facebook allows you to save these audiences to be used again later — so you may not need to dive into this step once you’ve been running Facebook ads for a while.
Set your budget.
Facebook offers advertisers the option to set either a daily budget or a lifetime budget. Here’s how they differ from one another:
- Daily budget.If you want your ad set to run continuously throughout the day, this is the option you’ll want to go for. Using a daily budget means that Facebook will pace your spending per day. Keep in mind that the minimum daily budget for an ad set is $1.00 USD and must be at least 2X your CPC.
- Lifetime budget.If you’re looking to run your ad for a specified length of time, select lifetime budget. This means that Facebook will pace your spend over the time period you set for the ad to run.
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