A beginners guide to advertising on Facebook

If you’re currently using Social Media to connect, engage and communicate with your audience… then paid advertising on Facebook and Instagram is a no-brainer.

The way I see it is that if you’re currently investing your TIME and ENERGY into creating content, and you’re posting on a daily or weekly basis, then you need your content to be seen by as many people as possible.

And when I say “seen by as many people as possible” I’m not just talking about every Tom, Dick & Harry. I’m talking about your IDEAL customers &/or clients.

There’s no doubt that Advertising on Facebook can be one of the most affordable, reliable and effective ways to, not only reach your ideal customers &/or clients but to also to get them to take action.

Are you ready to learn how to get started?

Here are a few simple steps to help you move closer towards launching your first campaign.

 

Step 1 – Set Up Your Ads Manager Account

 

I recommend using the Ads Manager to create campaigns, rather than Boosting your Posts directly from your Facebook Page.(You can read more about why I recommend the Ads Manager here).

You can access your Ads Manager on Facebook through your Personal Profile by clicking ‘Manage Ads’ in your menu bar.

Ads Manager Setup

Alternatively, if you’re creating Ads on behalf of a business and you don’t want to create campaigns using your personal account – then you can create a ‘Business Manager’ Account of behalf of the Company.

Simply head to business.facebook.com to create your account.

Business Manager Setup

 

Step 2 – Installing your pixel

 

The first step I recommend all of my clients take once they have created their Ad Account is to Instal a pixel on their website.

A Facebook Tracking Pixel is a small piece of code that sits on the back-end of your website. Once the pixel is installed it starts tracking people who visit or take specific actions on your website.

A pixel helps you by:

 

Tracking actions that happen away from Facebook

 

We all know that you can track how many likes, comments, shares and clicks you get from your Ad campaigns.

However, the pixel (when installed and setup correctly) can track when people view a specific page on your website, opt-in for your lead magnet, add products to their cart or make purchases from your online store.

This allows you to track your RETURN ON INVESTMENT.

 

Tracking people who visit your website (regardless of how they found you).

 

Once you’ve installed your pixel you can create custom audiences and track the people who visit your website. You can then choose to deliver Ads to your website visitors. 

We call this re-targeting. It’s extremely powerful.

To create your pixel, simply head here:

Installing a Pixel

Once your Pixel has been successfully installed, create custom conversions (to track actions) and custom audiences (to track people).

 

Step 3 – Create a Campaign

 

The easiest way for beginners to create a Facebook Ad Campaign is to navigate to the Ads Manager and click the magical green button ‘Create Campaign’.

Create a Facebook Campaign

This will take you through a guided creation process to help you set-up your campaign.

The process will walk you through the 3 sections of a Facebook Ad: Campaign, Ad Set & Ad.

Campaign Structure

 

Campaigns

 

In the Campaign Section, you will choose your objective. This will determine how Facebook will deliver your Ad. It’s critical that you align your Campaign Objective with your Marketing Goal. 

Campaign Objectives

When you select an Awareness Campaign, Facebook will deliver your Ads to people most likely to remember your business & brand.

When you select a Consideration Campaign, Facebook will deliver your Ads to people most likely to take an action ON Facebook.

When you select a Conversion Campaign, Facebook will deliver your Ads to people most likely to click on your Ad and take a specific action AWAY from Facebook.

 

Ad Set

 

The Ad Set section of a campaign will allow you to select your targeting preferences, placement & budget.

Targeting

Facebook tracks everything we do when we’re on the platform. Settings on our profile, pages we like, posts we engage with and articles that we read.

They use this information to create a profile around of Demographics, Behaviours and Interests.

When you think of this from a personal point of view, it’s kinda creepy and invasive. However, from a marketing point of view, it’s extremely powerful.

We can use this data to target our Ads to specific groups of people. From age, location and gender, right through to more specific targeting like:

  • People engaged in the last 30 days
  • People with an upcoming birthday
  • Parents of children under 5
  • People who like Oprah and must also like Abraham Hicks
  • People interested in Meditation
  • People who manage a Facebook Business Page
  • Small Business Owners
  • Friends of people who already like your page

… and that’s just a FEW of the many targeting options available.

THIS is why businesses are flocking to Facebook as an advertising Platform.

You no longer have to waste money delivering your Ads to the wrong people.

Placement

When you create Facebook Campaigns, you’re not only advertising on Facebook. You can choose from a range of different platforms, like:

Placements

It’s so important that you’re aware of WHO your ideal customers are and WHERE they hang out – so you can allocate your entire budget to the platform where you’re most likely to be seen by your target audience.

Budget

The minimum daily budget for a Facebook Campaign is $1 a day. 

I recommend spending at least $5 or $10 a day when first starting a campaign. Then, when you can see it’s starting to perform well, start scaling up by slowly increasing your budget (There’s a specific strategy for successfully scaling up a campaign, but I won’t touch on it here.)

 

Ads

 

When you create campaigns in the Ads Manager you have greater creative control over how your Ads will present.

The ‘Ad’ section of your campaign is where you design your Ad, and how you want it to appear on the platform that you’re advertising on.

Format

The format you choose for your Ad will determine the layout of your Ad. The objective you select for your campaign, as well as the placements you select for your Ad Set will determine which Format’s you can choose from.

Ad Format

Media

After you’ve selected the layout of your Ad, you then select the media. This refers to the visual content in your Ad, whether that be video, branded photos or stock photos.

Links

The final section in the Campaign creation process is adding your Link, Text, Headline and Call to Action Button.

Remember, always design Ads specifically for the platform that you’re advertising on.

Ad Images

 

 

There you have it…

 

That’s a basic introduction to creating a campaign in the Ads Manager.

The process of creating a Facebook Campaign can be daunting and overwhelming initially. However – just like riding a bike, once you get the hang of it, it becomes second nature. In time, it will be a simple and straightforward process.

If you’d like me to help you set-up your Ads Manager and Facebook Campaigns from scratch, request a 60-minute training session. 

I offer affordable and effective done-with-you services, to help you create your very own high-converting Facebook Ad Campaigns.

 

“I feel as though Jess has given me the ‘keys to castle’. Jess unearthed for me areas of FB Ad Manager that I didn’t even know existed – so enlightening! Thanks to Jess’s knowledgeable and reassuring support I am confident and excited about advertising via FB. Jessica’s genuine approach to helping her clients succeed is truly heartfelt. I appreciate her nous, integrity and I highly recommend Jessica Tutton.” – Angela Smith

 

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