80% of internet users use Facebook (and Instagram), which gives you an existing database just waiting to be tapped into! Facebook ads are the best way to scale up fast in today’s digital world. Most small business owners don’t know how to create Facebook ads and end up burning money sponsoring posts incorrectly. You don’t want to create paid ads on Facebook for the sake of it; you have to know why you’re doing it and who your target audience is. It is only then that you can leverage the platform to get customers and reap the rewards!
Why Facebook ads?
Facebook has 2.45 billion users globally, and according to Statista, 290 million users are from India. This means that Facebook has the most information about its users and has the best target advertising in the world. It is also the cheapest form of online advertising, as low as Rs. Eighty per day, and you can easily measure your ad spend and track your Return On Investment!
Ads on Facebook focus on quality and user experience. Better the UX and relevance, the lower the cost of the ads. These ads are very visual with images and videos and very social with likes, comments and shares.
Target audiences are the most critical part of Facebook ads. If you target the right people, then even an average ad copy will be able to convert because the right people see it. An ad shown to the wrong person is nothing but a waste of money. For example, if your niche is men’s fitness, showing your ad to women will not benefit you no matter how appealing the ad.
It is easy to build a target audience and use the Facebook Pixel to retarget them, but only if you are a hundred per cent sure of your customer personas. Facebook helps you find your customers based on who they are. When you create your first campaign, you will create an audience based on demographics (age, gender and location) and psychographics (interests and desires). This is your saved audience.
The second type of audience is your custom audience which will either be your website users or customer lists. This is possible only if the Facebook pixel is active. The third and most powerful type of audience is a lookalike audience. This is a target audience that is “like” your custom audience. The people who are similar to those who have already bought your product/service or have visited your website, or have liked your page.
The Facebook Pixel is a piece of code that can be embedded on all pages of your website or landing pages. Instead of having separate analytics and conversion codes, the Facebook pixel is an all-purpose code. Even if you aren’t planning to create a Facebook ad immediately, it is a good idea to install the Facebook pixel right away so that you can start building your custom target audience.
The biggest reason why ads perform well is that the target audience is a website traffic custom audience. This happens because when people who have already visited your website see your ad on Facebook, they are much more likely to click on it.
Using the Facebook Pixel, you can also create Lookalike Audiences that will perform better if your pixel has been served 1000’s of times. Facebook gets a clearer idea about the type of people are visiting your website if the numbers are higher. Your Facebook Pixel resides in the events manager section of the Facebook ads manager. Here, you will get a default Facebook Pixel under which there will be an option to add events. This further gives you the option of ‘from a new website’ to get your manual code.
Most Landing Page tools, such as InstaPage, Mailchimp, etc., have an option to insert the Facebook Pixel code under an analytics tab directly. For websites, you need to add the CSS and JAVA script codes to the header section of every page, and it will start loading.
For a step by step guide, visit Facebook for Business.
How to Create Facebook Ads
Paid ads on Facebook are the best way to scale your business, but only if you get your funnel right. There will always be ambiguity until you do it yourself. People are usually scared of investing money, but you feel very powerful and accomplished once you see results.
Step 1: Facebook Ad Objectives
Your personal Facebook account has to be used to create a Business account and access the Facebook Ads Manager. Your Ad Manager dashboard should become your new best friend, as this is where you will create and track your audiences and campaigns.
When you click on ‘Create’, you get three primary Facebook ad objectives to choose from; awareness, consideration, and conversion.
Awareness is to show people your ad who are unaware of your existence.
Consideration is to get people to reach a destination such as your website, app, event, watch a video, have a conversation, collect leads, etc. Conversion ads are the most powerful as it targets people who are more likely to spend money and buy your product/ service.
Step 2: Schedule your Ad
Once you have selected your objective, you need to set your daily budget and schedule your ad. This can be as low as Rs. Eighty per day and, with time, work your way up.
Step 3: Define your Target Audience
Here is where we get down to business. It would be best to choose your demographics and psychographics wisely because, as mentioned above, a target audience can make or break your campaign. You can go right down to the minutest detail of a persons education level, work experience, hobbies, etc.
Step 4: Placements
Placements are where your ads will feature. You can either choose automatic placements (recommended) or manual placements.
For manual placements, you first have to choose your platform: Facebook, Instagram, Messenger and/or your Audience Network.
Next, you have to show where on those platforms will your ad be shown: News Feed, Stories, Marketplace, Video Feed, Explore Page, Messenger Inbox, etc.
Step 5: Optimize Ad Delivery
This again depends on your objective, whether you want landing page views, link clicks, daily unique reach or impressions. I recommend going with link clicks to be charged only when someone takes action from your ad by clicking on it. Whether it be going to your website or your feed or starting a conversation with you, it is better than just seeing your ad and scrolling ahead.
Step 6: Ad Setup
Every ad has to run from a Facebook page which will be your identity. Next, you must choose your ad format; a single image or video, a carousel or a collection. Once you have selected a format for your ad, you need to add your creative or ad graphic.
Next comes your ad copy. Use the ‘Primary Text’ section to write your full ad copy, complete with your call to action to persuade viewers to click on your ad and open your link. For Facebook, a long ad copy can work wonders. Add a headline to grab attention and choose a relevant button for your destination ( website, event, phone call, etc.). By default, the call to action will be ‘Learn More’.
Step 7: Finishing Touches
Your default Facebook pixel will already show under tracking if you have set it up. If not, I highly recommend you first set up your pixel as it is the only way you will be able to retarget and build custom audiences. After you have selected the pixel, you just need to publish and Viola! You have successfully created your ad! Your ad will now go into review where Facebook will make sure your content adheres to its guidelines and is not offensive or misleading in any way – typically, it could take anywhere from 15 minutes to 24 hours.
One common mistake is people do not add or add a wrong payment method and keep waiting for the ad to become active. I recommend using a credit card as the payment method instead of a debit card as it helps get the review process underway faster.
In the end, I would just like to say that no matter what level of business you’re running, knowing how to create Facebook ads is a skill everyone should develop. No matter what your Facebook ad strategy, if you can target the right audience you can leverage all that Facebook has to offer.
Let me know how helpful this step by step guide was and if you have any doubts, I would love to answer them!
In the mean time, check out my personal brand @abstractbyaashna !
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