Facebook advertising – a beginner’s guide

Facebook advertising can be a cost effective way to promote your B2C (business to consumer) business to potential customers. There are lots of advertising options and you can target your advert to a specific audience.

If you have a Facebook business page but are new to Facebook advertising our beginner’s guide should help you get started.

Beginners guide to Facebook advertising

Step 1: Choose your objective

Determine what you want to achieve from your Facebook advertising campaign. There are 1o options to choose from:

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They’re all fairly self-explanatory except for “Increase conversions on your website” which we feel may need further explanation.

Before you create your ad, you add a conversion-tracking pixel to your website. The Facebook pixel is a piece of JavaScript code for your website that enables you to measure, optimise and build audiences for your ad campaigns. The pixel tracks the actions that people take on your website after they have seen your Facebook advert.

Step 2: Set audience

Decide on the target audience for your advert.

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You can target your ads based on location, age, gender and language. You can further customise by using Detailed Targeting where you can select your audience demographics, behaviours and interests.

Connections enables you to reach people who have a specific kind of connection to your Page, app or event. This will narrow your audience to include only people with that specific connection who also meet the other targeting categories you’ve selected.

It’s useful at this stage to use Audience Insights to learn about your target audience so you can create more relevant content for them.

The graph on the right shows you how many people fit your criteria and the potential reach of your advert. The more specific your criteria the narrower your potential reach.

Step 3: Set your budget

Decide your maximum budget and how this will be applied.

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The ad budget you set is the maximum amount you want to spend. You can choose to set a daily budget or a lifetime budget. Your ad will stop displaying once you’ve reached your maximum budget.

Optimization for Ad Delivery lets you choose how you want Facebook to deliver ads to people based on what you’re trying to achieve for the lowest cost. For example, if you optimise for impressions, your ad is shown to as many people as possible. If you optimise for website conversions, your ad is targeted to people who are most likely to convert on your website.

Bid amount determines how effectively Facebook can optimise your ad delivery. This is akin to Google AdWords advertising where you compete with other advertisers who want to reach the same target audience. You can let Facebook determine the most effective cost per click or set your own. We recommend choosing the first option.

Step 4: Choose ad creative

Determine how you want your ad to look and where it will be displayed.

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This is where you choose your images, headline, body text, as well as placement of the actual ad. You can create up to 6 ads at once by uploading multiple images. Your image must not include more than 20% text or it won’t be approved by Facebook.

The headline text is restricted to 25 characters so your copy has to be attention grabbing and tell people what the ad is about. Keep the accompanying text short. It needs to effectively and concisely portray what the content is about.

Finally, you need to choose the placement of your Facebook ad. Choose whether you want it on people’s desktop news feed, mobile news feed, right column, or audience network. The Audience Network extends your ads’ reach by showing them to the same target audience on other mobile apps approved by Facebook.

You can also now use Facebook’s self-service platform to buy and place ads on Instagram.

Your ad will appear differently on each placement so review each ad to check it displays correctly.

Step 5: Place your order

Once you’re ready for your ad to go live, click on the green Place Order button in the bottom right-hand corner. Your ad will be now be reviewed by Facebook and you’ll receive an email once it’s been approved. If your ad is rejected you will be told the reason why so that you can amend it and resubmit it for approval.

You can read Facebook’s advertising policies here.

Step 6: Use Facebook Ads Manager

Once you’ve created your ads it’s important that you track and monitor them to ensure that they are as effective as possible.

You can review the results of your ads in Facebook Ad Manager

In the Ads Manager, you’ll 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.

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You can customise the metrics you see in your report and download your reports by exporting them.

Be sure to review your analytics each time you place an ad to ensure that you know which ads are successful.

With so many options to choose from, Facebook advertising really can be a cost effective way to promote your products and services.

Have you got any tips that you would like to share? If so please comment below. We’ll share some tips on how to get the most out of your Facebook ads in a later blog article.

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