August 8, 2018 2:46 am / by Lucy
If in Part 1 you had a Facebook ads overview, then in this part 2, we’ll help you to set up Facebook ads yourself. Here are our step-by-step guide:
Step 1: Build Up Your Facebook Ads Strategy
Before thinking about how to set up Facebook ads, think about building up your strategy with the goal you want to reach first. Without a plan, you will be very confused about different options and won’t be able to create a strong ad.
For each campaign that you’re going to create, you need to ask yourself:
- What productd or services am I specifically promoting?
- Whom am I targeting?
- Will they be a cold audience or a warm audience?
- How will they use the product?
- What is their pain point, and what objections will they have?
- Which stage of the funnel are they in exactly?
- What is the goal of the campaign?
- Do I want leads, brand awareness, site traffic, sales, or something else?
Step 2: Choose Your Objective
It’s important for you to choose the right ad objective first because Facebook will optimize ad placements based on your objective. In some cases, the right objective can lower your CPC and improve your results.
Choose the right ad objective on Facebook that aligns with your business goals. Here are some examples:
- You want more people to be aware of your brand, then the Objective could be Reach or Engagement.
- You want to find potential customers, then the Objective could be Conversions, Lead Generation, or Engagement
- You want to drive sales for your product or service, then the Objective would be Engagement, App installs or Conversions.
Step 3: Set Your Campaign Name
An ad campaign name will help you manage easily your campaigns on Facebook. We recommend you to choose the name followed your ad purpose or by a word that you think it will best identify your ad. For example, Engagement – Ali Orders.
Step 4: Target Audiences
Do you have any target audiences in your mind? By putting yourself in your customer’s shoe to find their preferences, interests, demographic data, social status, and even their behavior, you can define the elements which are relevant to your targeted audience. The more detail your targeted audience, the faster you can reach them.
You can use:
- Custom audiences, which target specific users from your email list, or users who have taken certain actions on your site, your Facebook, or your Instagram’s business profile.
- Lookalike audiences, which replicate qualities from your custom audience
- Demographic targeting
- Location targeting
- Interest/behavior targeting
- Connection targeting, which determines if you want your ads to be shown to users who are or are not connected with your brand
Step 5: Choose The Ad Placement
In this step, you will choose the places, apps, and devices you want your ad to display. According to your goal, you can run ads with several device options: Mobile only, desktop only or both of them. There’re also multiple places to display your ad such as news feed, on the right column of the news feed, several on Instagram and the audience network.
If you want your ad to show up on both Instagram and Facebook, we recommend you to create an ad for Instagram first, then create one more ad which adapted to Facebook. Using this way, your ad campaign will be more effective than just designing a unique advertisement for both platforms.
Step 6: Set Ad Budget and Schedule
In this step, you can set your budget and schedule your ad. There are 2 types of budget you can choose: A daily budget and a lifetime budget. You decide how much you will spend.
You can also choose between automatically running your ad (your ad runs indefinitely) or setting a start and end date (your ad only runs at certain times or on certain days of the week). With this tool, you don’t have to waste your energy doing it manually.
At this stage, you can also choose if you want to optimize your ads. For those who are wary of this, Facebook automatically has things set up for you and we’d only recommend going in and manually updating them if you’re familiar with the platform and have a reason for doing so.
That being said, you can choose to change what you’re bidding on (like link clicks or impressions), if you want to spend your ad budget as quickly as possible or spread it out over time, and if you want to set a cap on your bids.
Step 7: Choose Your Ad Format
There are several incredible ad formats on Facebook. Each ad type will have its unique benefits that you can choose the most relevant format from them to reach your goals. For example, if you want more people to discover your product, then you can choose some highlight images of your products to design a collection ad. Or you can create a short video which describes the main features of your product, then set up a video ad.
According to research, video ads and carousel ads have some highest engagement and CTR rates. You can consider prioritizing these ad formats for higher efficiency.
Step 8: Pay attention to Details
There are a lot of details at the very bottom of the creative section that you may miss easily. They are multiple sections where you can put a copy, along with things like CTA and URL descriptions.
The CTA button will help drive conversions, and the content you put into the right places will make a big difference to your campaigns. Therefore, don’t forget to take advantage of every single one of them.
Step 9: Review Before Confirm
Your campaign is ready to be launched but you can have a quick last look to make sure everything is correct. There is still time!
Click on “Review” and once you are satisfied with your choices you can click on “confirm”. Then Facebook will review it to check that all the requirements to be published are met and in a few minutes, your ad will be available and running.
Step 10: Monitor Your Ads
After you set up Facebook ads, don’t let your ad does its job without your control. You should remember to monitor them carefully to see the how it’s working and its effect. In the Facebook’s Ads Manager, you can see the details of all your active campaigns. If there are any unexpected things like your ad isn’t performing the way you’d like, there will be some actions you may take such as edit your target audience, budge to lead it back to its right way, or cancel it if needed.
In some cases, some campaigns may start to see increases in CPC after the frequency gets too high and others may start out at a significantly higher CPC than you’d expect. Therefore, you should monitor your ad campaign carefully by watching the CPC, relevance scores, frequency, and a number of actions taken particularly.
With 10 steps we’ve listed above, now you can set up Facebook ads yourself. Although Facebook ads have a lot of options to consider, once you’re familiar with the system, the setting process will be much easier. Remember to design your own plan before starting anything with Facebook ads.
We hope all you guy find our guide helpful for your first campaign. We are looking forward to hearing what’s been working really well for you with Facebook Ads, and the results you see. Leave your comment below to let us know. Thank you!
Related article: 7 Common Facebook Ads Mistakes that You’ve Ever Made