Facebook is the biggest social network in the world with over 1.4 daily billion active users. For many marketeers, advertising on Facebook can be the best choice. In this Facebook Ads Guide, we will discuss how to get the best value for money for your campaigns.
Facebook ads can be useful if you are selling something new (people are not searching for it), fashion products, food, and any other personal products. To know if people are searching for your product or not, try to use Google Trends, keywords planner, or other paid services like SEMRush or ahrefs. In this Facebook ads guide, we will show you everything you need to know about Facebook ads.
Facebook ads guide – How to make an Ad
You can promote any post from the Facebook page itself. All you have to do is to go to the post you like to promote and click on the boost button. Once you click on it, a popup window will appear asking you for more details. These details include the objectives of the promotion, target audience, budget, and duration. You can also add an action button to the promoted post. This button can be for redirecting the user to your website, sending you a message, etc.
You can also promote any post by starting a campaign from Facebook Ads Manager. Creating a campaign gives you much more options over the above method. For example, when promoting a post using the boost button, you have only three objective options: website visits, engagement, or messages. On the other side, when promoting a post through the Ads Manager, you have eleven options to choose from. In addition, Ads Manager offers very advanced options that can help you get the most out of your campaign. Throughout this Facebook ads guide, we will focus on the Ads Manager.
Campaign objective stands for the end-result you’re seeking from the campaign. Ads Manager allows users to select any of 11 objectives for the campaign. We will go through each one in more details.
Brand awareness campaigns aims at making the customer memorize the brand for 2 more days. This means that the same person may see the same advertisement many times. When you use this objective, number of people reached isn’t an indicator for how many unique persons view your ad. Same person can see your ads 7 or 8 times and you will always count as a view.
Unlike brand awareness, campaigns with “reach” objective reaches more unique people. So, instead of the same person see your ad 7 or 8 times, more unique people will see your ad. For sure every type has its own pros and cons. When a Facebook user see your ad only once, you have a lower chance for the user to memorize your brand.
If the main purpose of the campaign is to attract traffic to any external location, this objective may be the best one for you. This objective allows you to drive traffic to your website or a mobile app page from Facebook. You can set advanced options in this campaign like targeting those who previously installed your app, exclude them, or make a combination of different options.
App installs is considered an advanced version of the traffic objective. As its name suggests, this objective aims at maximizing mobile app installs. To use this objective, you need to register your app in Facebook for Developer’s site. If you run any of these campaigns without registering the app, it will have a similar behavior to the traffic one.
This objective is for those who want to get the most engagement for their posts, pages, or events. This objective aims at maximizing views, likes, shares, event responses, and comments. Facebook algorithm optimizes this type of ads to generate the maximum engagement rate.
This is the most famous objective today. It aims at maximizing video views at the lowest cost. When using this objective, they can display your ads in stream (from 5 to 15 second), Instagram stories (max. 15 second), Instagram feed (max 60 seconds), and Facebook feed (max 240 minutes). In all cases, I recommend not to use videos with duration higher than 60 seconds.
If you are selling an expensive product, this objective might suit you. This object encourages Facebook users to send their information in a custom form if they like the advertisement. This gives the advertisers an opportunity to collect the details of their potential customers.
Campaigns with message objectives aims in getting more people to have a conversation with your business in the messenger. This objective may help you in answering customers’ questions, getting new orders, or offering support.
This campaign type is for maximizing sales on websites. To get the most out of it, you need to install the Facebook pixel in your website. With this pixel, you can track the conversion rate of your campaign. It can also help you determine if any problem prevents your customers from making orders.
This objective allows advertisers to show multiple products in the same ad. There are 2 layouts for this type of ad. In the first one, you can add up to 50 products in a grid layout so users can scroll them quickly. In the second layout, you can show your products in a lifestyle layout. As with the conversion objective, this type of campaigns requires installing the Facebook pixel to track conversion.
If you have a store with multiple locations, this objective might help you in targeting audience nearby your stores. In one campaign, you can promote your store to people from different locations showing them the nearest store to them.
In the next sections, we will discuss the available formats, audience, and budgets.
Each campaign objective supports variety of ad formats. Selecting the right one can help you get the best value for your money. For example, if your product is something new that no one knows, video ad format may the best option. If you are selling fashion product, collection or carousel format may be the best. On the other side, if you are trying to drive traffic to your blog or magazine, clickable cards will get you the best results.
In all cases, try to make your videos or images having an aspect ratio of 1:1 (square). Based on a research done by statista, 75% of users access Facebook through their mobiles. When your video / photo is square, people are more likely to notice and engage with it. In addition, Buffer proved that square videos have a lower cost per view than letterbox and landscape videos.
When it is the first time to run campaign, you need to know who are your best audience. Facebook allows you to select your audience based on their age, gender, location, interests, and languages. If you are unsure about your audience, try to make few experiments with small budgets. Facebook offers two features in their campaign objective page: “create split test” and “budget optimization”.
The first feature allows you to run multiple ad set with the same budget at the same time. You can run many ad sets targeting different audience. By doing so, you can identify your audience quickly without wasting a lot of money. To activate this option, you need to turn on “create split test” button.
On the other side, if you like Facebook to decide which ad set is performing better and allocate more budget to it, click on the “budget optimization” button. By doing so, you can get the best value for your money. Please not that this option cannot be selected when “create split test” feature is turned on.
Budget & Duration
Facebook allows you to set maximum daily budget for each campaign. This budget is usually distributed equally throughout the day. There is an option also for setting the end date for the campaign. If there is no end date for the campaign, Facebook will run your advertisement continuously forever. When you set an end date for the campaign, Facebook will calculate you the budget allocated for this campaign.
Please keep in mind that if you stopped a campaign that have an end date and resumed it later, Facebook will try to consume the whole budget throughout the remaining time. For example, if you make a campaign with a daily budget of $10 to run for a week and then you stopped it for 3 days. Facebook will try to spend the whole budget ($70) in those 4 days.
Spying on your competitors
The final thing in this ads guide is knowing how to spy on your rivals. By spying on others, you can save tons of work and lots of money. Fortunately, there is an easy way to know how they are running their Facebook ads. You can do so by visiting their page and click on “Info and Ads” button from the left sidebar. This will show you all the active ads running on this page. There are also some third party tools that claim it can show you the history of their Facebook ads. You can also read this article if you like to know how to analyze your competitors’ websites.
Have any questions regarding this Facebook ads guide? feel free to post a comment below!