Ready to start advertising your business on Facebook, but not sure where to begin then you’re in the right place.
Thefirst thing you should do is to build an initial audience of friendsand family. Then make a variety of different posts. See what types ofposts “stick” and engage them the most, such as photos, videos,or insider tips.
Every audience is different and so are their interests, therefore you need to first understand the interest of your audience with regards to how it suits your needs and how your business can benefit them.
See Also: 10 Smart Ways to Advertise your Business
FacebookAd Types and How they Work
Letus discuss about the different types of facebook ad offers and howthey work:
1.Clicks to Website
Clicks to Website adsis the type of ad that allows you to link to specific pages on yourwebsite in the news feed for both desktop & mobile users as wellas the right sidebar.
Website Conversionsads is another type that allows you to direct visitors to specificpages with the goal of turning those visitors into sales, leads, orsubscribers.
3.Page Post Engagement
Page Post Engagementads is the type that allows you to increase the number of Likes,shares, and comments on your Facebook page posts.
Page Likes ads allowsyou to target the audiences that will be most likely to convert intobusiness & encourage them to become fans of your page.
Meanwhile, as you growyour fan base, you’ll be able to target ads & organic posts atpotential customers to get more likes on FaceBook.
App Installs ads allowyou to increase the number of people using your mobile app with adplacement in the news feed of mobile users.
App Engagement adsallow you to encourage people to use your app more often with adplacement in the news feed of mobile users.
Event Responses adsallow you to get more exposure for your upcoming event along withresponses from the people you’ve invited. You can place EventResponses ads in the right sidebar for desktop users.
Video Views ads allowyou to drive just that views to your videos. These ads are optimizedby Facebook to be shown to people most likely to view videos onFacebook across devices.
Offer Claims ads allowyou to drive people to your store using a special offer. You canplace Offer Claims ads in the news feed for both desktop and mobileusers as well as the right sidebar.
10 .Premium Ads
Facebook also offerspremium ad placement for those that want to guarantee their ad showsup at the top of the news feed or right sidebar for targeted users,or those that want to get placement of a large ad on the logout page.
Premium ads generally need to be purchased as CPM via an IO (insertion order), but some can be created in the Facebook Power Editor.
These ads are for larger advertisers with higher ad budgets than the average small to medium sized business owner would have to work with, so for this article, we will only be focusing on the previously-mentioned standard ad types.
DifferentWays to Create FaceBook Ads
A. Creating Ads on Your Facebook Page
Now, let’s jump intowhere you can create ads. First, we wil look at the ads you cancreate as an admin from your Facebook page itself.
1.Promote Your Page
When you go to yourFacebook page, the first ad opportunity you’ll see is to “PromoteYour Page” in the left sidebar where you see the number ofLikes your page has.
When you click on thisoption, you will get to preview how your ad will look in the newsfeed for desktop users and mobile users as well as the right sidebarcolumn.
The ad will use yourFacebook page’s name, short description, and cover photo for thecreative or you can click on the settings wheel icon beneath thepreview and select Advanced Options to configure your ad withcustomized text and an image in the Facebook Ads Manager.
To the right of yourad preview, you will see your targeting options. They include:location, interests, age, and gender. Beneath all these, you can setyour budget and schedule the duration of your ad’s run time.
Once you’ve configuredthese options, you can click Promote Page to submit your ad toFacebook for review.
Alternatively, ifyou’d prefer to use more advanced targeting options, you can click onthe settings wheel icon beneath the preview and select AdvancedOptions to configure your ad with a more targeted audience in theFacebook Ads Manager.
Whenever you create anew post for your Facebook page, either directly on the page itselfor indirectly, you will have the option to boost your post to alarger audience using the Boost Post button at the bottom right ofeach post.
When you click thisoption, you will get to preview how your boosted post will look inthe news feed.
The ad will use theexact text and image you used when you posted it to your page and youwill be able to target your ad by location, interests, age, andgender as well as set your budget and schedule the duration of yourad’s run time.
Once you’ve configuredthese options, you can click Boost to submit your ad to Facebook forreview.
If you have included awebsite link in your Facebook page’s About box, you’ll have theoption to promote your website link using a Facebook ad.
When you click thisoption, you’ll get to customize your ad text & image, thenpreview how your ad will look in the news feed.
To the right, you willbe able to target your ad by location, interests, age, and gender.Beneath these options, you’ll be able to set your budget and schedulethe duration of your ad’s run time.
Once you have configured these options, you can click Promote Website to submit your ad to Facebook for review.
B. Creating Ads Using the Facebook Ads Manager
While the above adsare easy to create directly from your page, the Facebook Ads Managerallows you to access more advertising options, create fullycustomized ad creatives, and target your ads to highly specificaudiences.
To get started, you’llclick the green CreateAd button in your Facebook Ads Manager. You will then bepresented the following ad options to choose from based on your goal.
Depending on the adtype you choose, you will get various options when it comes tocustomizing the ad creative.
Now you need tounderstand that the real magic in using the Facebook Ads Managerhappens where you define your ad audience properly.
When you create an adfrom your Facebook page, for example, you can only target byinterests, location, age, and gender. In the Facebook Ads Manager,you get several more options.
1.Custom Audience Targeting
The first option is totarget to a custom audience. This can either be your mailing listsubscribers, current client list, prospective client list, mobile appusers, website visitors, or any other group of people whose emailaddresses you have.
Website visitors aretracked by a remarking pixel that you have to add to your website’scode. This pixel can be customized to track any visitor to yourwebsite, or visitors who visit a specific page.
The latter can behelpful if you want to create ads for a specific product or service,and thus only want to target people who visit pages for thoseproducts and services.
This is one of themore powerful types of targeting options as you can remind people whomay already be interested in your business about your products andservices, thus leading to a potentially higher conversion rate foryour ads.
You can create custom audiences while creating your ads or using the Audiences option.
You may want to do thelatter before you’re ready to launch your ad as it can take Facebooka while to analyze large lists.
2.Targeting More Demographics
Beyond location, age,and gender, the Facebook Ads manager lets you reach audiences basedon several additional demographics.
These demographics drill down to a user’s relationship status, education level, fields of study, job titles, industry, net worth, home ownership, ethnicity, parental status, political views, and latest life events.
Behavior targeting isbased on purchase behavior or intents, device usage, and otherfactors.
These include whethersomeone has or is ready to buy a new or used vehicle, what charitiessomeone donates to, how someone likes to spend, where someone likesto shop, and whether someone likes to travel for business orpleasure.
Last, but not least,you can target your ads to audiences connected to your page, app, orevents or those not connected to any of those.
You can also target tofriends of people connected to your page, app, or events.
If you are not sure which targeting options to choose or who to target, the Audience Insights in your Facebook Ads Manager can help.
When you visit thissection, you’ll get to analyze people connected to your page as wellas custom audiences you’ve created.
Analyzing the customaudience is particularly useful if you want to target people likeyour current clients or business leads.
Depending on the sizeof your facebook page audience or custom audience, you should be ableto get insights into their demographics, devices used, householdinformation, spending habits, purchase behaviors, job titles, andmuch more.
6.Campaign Bidding & Pricing
In addition to settingyour ad’s budget and schedule, you can set your bidding & pricingpreferences, depending on the ad type you’ve chosen.
For website promotion,you can choose to optimize for website conversions, clicks, orimpressions. For page post promotions, you can choose to optimize forincreased engagement. For page Likes, you can choose to optimize forincreased Likes.
Essentially, Facebookwill use your choice to determine which audiences are more likely toaccomplish your goal and show your ad to those audiences accordingly.
No matter where you create your ad, you’ll be able to review the results of it in your Facebook Ads Manager. In the Ads Manager, you will see several key pieces of data including the ad’s current status, results based on your ad objective, cost per engagement, reach, and total spent.
If you click on any ofyour campaigns, you can see additional details about each ad in theset including clicks and click-through rate. Meanwhile be sure toreview your analytics each time you place an ad to ensure that youknow which ads are successful.
There is no doubt thatthis will help you refine ads going forward so you spend less and getmore results.
Usingthe Power Editor
If you want even morecontrol over your Facebook ads, you may want to use the PowerEditor. It allows you several more options when it comes toFacebook ads, including the following:
- Create a post to promote using the Page Post Promotion ad option that doesn’t show on your page, but only to those you target for your ad. This lets you create several posts customized to different audiences without having to publicly post about the same thing multiple times.
- Edit your ads in bulk.
- Have more than one conversion tracking goal for Website Conversion ads.
- Target by partner categories with insight from third-party apps connected to Facebook.
The Power Editor isdefinitely for advanced Facebook ads users. If you don’t need any ofthe above options, then your best bet is to use the Facebook AdsManager.
Facebook has a largecollection of audience and advertising options that would suit anybusiness and help you grow, plus an in-depth way to target theaudiences you want to reach and expand your business returns.
If you want to reach more people, be sure to experiment with different ad options to see what gets your business the most results!