Do you want to grow your business, generate more sales and leads, drive more traffic to your site, promote your page, and build a thriving online community using Facebook advertising? Are you stuck because you don’t know all about its capabilities or how to get started?
Being stuck sucks. We all hate the feeling. That’s why I’ve created this guide to help get you unstuck. This guide is about taking you through the very fundamentals of Facebook marketing to the point of beating your chest proudly.
What’s Facebook Marketing?
Facebook marketing aims at creating content to drive more traffic and sales. It lets you get your message to the right people using simple self- service tools.
Why Facebook Marketing?
- Facebook provides a larger placement for text, which helps you explain your business to your audience.
- Facebook ads are cheaper, unlike other ads dollars like Google ad words. They usually limit the number of related keywords that users might use to search, and because of this, businesses often have to bid on the same keywords, which drives up the cost to advertise.
- The targeting options within Facebook ads are incredible. Businesses can target users based on location, demographics, age, gender, interest, behavior, and much more.
- Audience sizes: Facebook now boasts over 1.13 billion daily active users, on which 1.03 billion access the social network via mobile devices.
Introduction to Ads Manager
Before you deliver ads on Facebook, there is some setup you need. First, you will need to create a Facebook page and an ad account. Next, you will determine which page roles you and your teammates will play: admin, advertiser, or analyst. Page admin can manage all aspects of Facebook ads.
You should assign a person whose primary job is creating an ad an advertiser role. The analyst role is for someone whose primary job is measuring ads performance. The additional page role: moderator, editor, and contributor are assigned to people working strictly on your page, not in ads manager. Finally, page admin needs to establish a payment method for the page before any ads can run.
How to Create a Facebook Business Page
- Login into your personal Facebook account
- Click on “create “
- At the drop-down click on “page “
- Next, you’ll have two options to choose from:
- Business or brand, Community or public figure, Choose business and brand.
- Next,you will be provided with a field where you have to enter the name of your page,which is supposed to be the name of your business.
- After you’ve entered the name of your page, the next thing will be to choose your business category. Once you have done that, click continue
- Then you’ll be taking to your home page where you can upload a profile photo, cover photo.
According to Facebook profile picture specification, a company’s profile picture should be at least 180 pixels wide by 180 pixels tall. For users to quickly identify your brand in search results, it’s recommended that you’d use your company logo or something your audience is familiar with.
How to Set up Facebook Ads Account
For you to create an ad, you’ll need a business manager. A business manager is a tool used to manage the Facebook page and ads account. Also, you must connect at least one Facebook page to it.
How to add a page to a business manager
- Go to business manager setting
- On the left, click on “account” then page
- In the pages column, click on “add page” button
- Select one of the three options: “claim a page,” “request access to a page,” or “create a new” page.
- If you choose to claim a page or request access, enter the page name or page URL
- Next, set up account information.
- Go to business manager, from business manager, click on “add accounts.”
- Then fill-up the form that’ll appear by entering your business name, address, and other relevant information.
- Immediately, you’ve added your account information. The next step will be to add billing information.
- Click on “account settings,” then payment setting.
- You’ll be taken to a page where you can: Add payment method or Edith your old payment method
- Set your account spending limit
- See the next bill.
- To add new payment methods: Click on the add payment method button.
- Choose the payment method you want to add.
- Fill in your information
- Click on continue. And that will be all.
Facebook accepts different payment methods, including credit cards and PayPal. Also, if for any reason you want to change your payment details, you can do it on the same page where you added your payment method by clicking on edit payment.
Steps to Create Complete Campaign
Types of campaigns to choose from when you get to ads manager:
- Complete campaign
- Quick Creation
But in this guide, I’ll be concentrating on the complete campaign. To use Ads Manager visit https:/ / www.Facebook.com/ ads/ manager.
Objective: The first page you see when trying to set up a Facebook ad is the page where you will choose the objective of your campaign. Ex: If you want more visitors to your site, you’ll run a traffic campaign. If you’re going to generate more sales, you’ll run a conversion campaign.
Also, note that some objectives have sub-objectives. For example, when you click on the engagement objective, you’ll see a page where you’re required to choose whether it’s post engagement, page likes, or event responses. You’ll then have to choose the one that meets your campaign goal and continue to the next step.
The campaign objective you’ll choose depends on what you want to achieve with your campaign, as I mentioned earlier on. If you want more followers, run a page like ads. If you want more likes, comments, and shares on your post, run a post engagement. If you want people to go to an event you’re promoting, run an event response ad.
Targeting: when we talk about targeting the first question should be“who is your audience?” Defining your audience is critical. It’d be done first before any other thing. Facebook has over 1 billion daily visitors, and all the 1 billion visitors can’t be your audience. Facebook understands the importance of targeting the right people, so they provide a wide range of a targeting option that helps you target and reache the right people for your product and service.
Targeting is essential to the success of your campaign. It determines whether you make money or lose money. If your ad is shown to the right audience, you’ll have a high positive click rate. Imagining targeting young adults while promoting a course that’s made for people above 60 years of age. The result will be disastrous because it’s a total waste of money and time.
In Facebook advertising, you’ve three basic audience types to choose from:
- Saved Audience
- Custom audience
- Lookalike Audience
Let’s look at each of them.
Saved Audience: Saved audience is the audience you can define by selecting people’s interests, age, location, education, and emotional level.
Location: This is where you determine where your ad will be shown. If you want to target local audiences, you can set your ad to be displayed within a 50- mile radius of your town or neighboring towns. For those who want to reach a global audience, you can select the countries you want your ads to be seen.
Interest: This has to do with what people’s interests are on Facebook, the pages they’ve liked, and topics that relate to that.
Demographics: This is where your target audience based on educational level (how far they went to school), net worth, income, household composition (young, working women, new parents, grandparents).
Age: This targeting let you target based on age
Gender: This allows you to target people of a particular gender.
Language: If you’re advertising using a particular language, this option lets you target only those who understand the language.
Behaviors: This target option lets you target people based on purchase history, an event they like, personal anniversary.
Custom Audience: This targeting option lets you retarget website visitors, those who have engaged with your content or app. You’ve four targeting options when creating a custom audience:
Customer File: this type of targeting is based on customers’ data at your disposal. This data may be emails, phone numbers, or app id of your existing customers.
Website traffic: This targeting option lets you retarget those who have, at one point, engaged with your website content.
App activity: This option allows you to reach those who have engaged with your app. But before you can do it, you must first register your app and set up an app event.
Engagement on Facebook: You can also target those who have engaged with your Facebook content like watched your video or liked your page or page post.
How to Create a Custom Audience
How to Create a Custom Audience from Facebook
Customer List: You can do this by either importing your list from an email service providers like Convert kit, MailChimp, etc, or you prepare your list yourself. We’ll look at one which is preparing and uploading your list.
When setting up your campaign, after you’ve chosen the custom audience, click on add customer file and then choose add customer information. Before you proceed with the list upload, you’ve to first accept custom audience terms of service. You’ve to acknowledge that you have the permission of those on your list to use their data. Once you’ve read and understood the terms, click I Accept.
Make sure you follow Facebook’s formatting best practices to ensure that you get the best matches. Include separate columns for first- name and last name. Always include the country code in every phone number, irrespective of whether they’re all from the same country. Always add a country column.
Upload Your Customers Data file in.CSV or.TXT format or copy and paste the information directly into the box provided. Give your audience a name that defines who appears on the list, click next. Then, wait for Facebook will prepare your custom audience, which should be ready in about one and a half hours.
How to Create A Website Custom Audience
Note: Before you can create a Facebook website custom audience, you first need to install a Facebook pixel.
Here’s how to go about it:
- Click on “website traffic,” and then choose the pixel you want to use to build your audience.
- Choose who you want to target. You have a wide range of options to choose from, ranging from all website visitors, those who visited a specific page, to people who spent a particular amount of time. Then, set your time frame, maybe 10 to 30 days.
- You can also go further by specifying the number of times a visitor visits.
- Give your audience a name you can easily remember.
- Then, relax and allow Facebook to create your website custom audience.
How to Create Mobile Custom Audience
- Click on app activity and choose the event you want to target from the drop-down menu.
- Choose the time frame you want to target from 10 to 60 days.
- Further, define your audience, by specifying: App in purchase, Device they use
- Give your audience a name and click on create audience. And that’s it.
How to Create an Engagement Custom Audience
- Click on engagement, a new pop up opens asking you to choose whether you want engagement audience based on who has interacted with your page, video, or lead form. Click on the option that best suits your campaign goal.
- Choose the appropriate option: For video, choose how much of your video people have watched: from a minimum of 3 percent to 95%of the video. For lead, choose whether you want people who have submitted the form or people who have open the form. For a Facebook page or Instagram, select the interaction you want, whether those who liked messaged, and so on. For the event, choose whether to target those who have shown interest or those who have bought the ticket.
- Give your audience a time you want to target, say 10 to 365 days.
- Give your audience a name and click create audience.
How to Use Custom Audience
Once you’ve successfully set up your custom audience, it’s easy to use.
Open Facebook Ads Manager, click on create an ad.
Follow the steps to set up your ads.
Define your targeting option. Ex: if you’re running a campaign to introduce a higher package to your existing customers, then be sure not to add new subscribers in the custom audience targeting that campaign.
Set your budget and timing, and that’s all.
What is a Lookalike Audience and How to Create It?
Lookalike audience lets you reach those who are like your customers. To create a lookalike audience, create a custom audience first to tell Facebook the audience you want to reach. Next, select the lookalike audience from the audience creation menu and select a target country and percentage.
You can use a custom audience to target the following set of people:
- Page fans: You can use lookalike audience to create audience based on those who liked your page
- Website visitors: You can create lookalike audience based on those who visit your site by installing a Facebook Pixel on your website.
- Mailing List: You can create lookalike audience using the mail address of your existing customers and subscribers.
- App activity: If you have a mobile app, you can create an audience based on the actions users took on the app. To use this option, you have to register your app and set up app events to reach specific users.
How to Create a Lookalike Audience
- Go to ads manager
- On the search box type in audience
- Click on custom audience if you have an existing file, but if you have none, maybe you want to create a lookalike audience using your website traffic, click on traffic, you can also choose the engagement option, that’s those who might have watched your Facebook video, like your page, comment, like or share your post.
- Next, choose the size of your audience and target country.
Note: You can’t edit the audience size after you’ve finished creating your lookalike audience.You have to create a new one if there be a need for that. It may take 6 to 24 hours for Facebook to create your lookalike audience. It’ll refresh every 3 to 7 days so long as your ads are still active. You need not wait until they update your lookalike audience to use it for your ads targeting. You check when your lookalike audience was updated by visiting your audience manager page. Look at the date under the availability column.
Placement( this is where you decide where to run your ads)
When you create your ads, you have the option of letting Facebook show your ads in places where your ads are likely to perform well. But if you have a specific place in mind where you want your ads to show, for example, if you want your ads to show only on Instagram can choose it manually. Other particular places you can choose for your ads include:
- Facebook and Instagram stories In-stream video: In this ad’s placement, your ads appear as short videos on demand on Facebook.
But if you’re uncertain where to place your ads, Facebook will recommend using the default placements. Note: If you choose automatic placements, any news placement will automatically become available to campaigns when you duplicate them.
Facebook lets you set the budget of your campaign, that means they let you set how much you’re willing to spend on your campaign and when you want to spend it. By default, Facebook suggests a certain amount of daily budget. You can set a daily or lifetime budget. You can edit this budget anytime. With the daily budget, the amount you set is the maximum you’re willing to pay on any day. The lifetime budget is the amount you set as the maximum you’ll spend on the lifetime of your ad. Note: When you choose a lifetime budget, you also have to set a start and end date for your ad.
Set a Schedule
For daily and lifetime ads, this is where you tell Facebook when exactly you want the ad to run. You have the choice to start and end the ads on a specific day. And it’s the place Facebook does the math and tells the maximum amount, total; you’ll spend.
Facebook Creative and copy
Your image and sales copy is essential for the success of your ads. They’re the elements that grab your prospect’s attention. If your ad does not grab your prospect’s attention, it means they’ll not read your message, visit your site, they’ll not convert. Image is responsible for 75%- 90%of ads performance because it’s the first thing your prospects see. So it’s essential that you put up the best image both in creative and in communicating the purpose of your ad.
Setting Up Your Facebook Ads Creative
In this campaign creation phase, you’ve about six different ads creative to choose from. But you should base your choice on what you want to achieve with your campaign. Also, the good thing about these Facebook ads creative is Facebook lets you select and test up to six options. It’ll be a good practice to test a few options before deciding on the actual one to go with.
In image upload, you’ve three options:
- Upload from your computer
- Select from your previous ads images if you’ve been running ads
- Choose from the free stock image database.
The last option is superb, especially for those who know little or nothing about graphics design and those who can’t afford to pay a graphics designer to do their ad design. But it has its downside; The downside is that your ads can’t stand out because the images are available for everyone to use. And it’s a big problem because for your ads to perform well, it has to stand out from the rest. There are too many ads competing for the attention of your prospects. But there’s a way you can overcome this.
There’s a way you can create your custom image based on your campaign objective, even if you know nothing about graphics design. You can do this using a tool called Canva.
It’s a graphics design platform with pre-designed templates you can edit and customize to your taste. It’s easy to use. It has both paid and free templates, so if you don’t have money for paid templates, you have to search and select the free ones. But I tell you both the free and paid templates are amazing.
All you’ve to do is head to Canva.com. When it opens, it’ll ask you to sign up if you don’t have an account yet. Then, you have two options either to sign up with email or sign up with Facebook. Choose Facebook. Once you click on the Facebook option, it signs you up automatically using your Facebook data. When you get to the homepage, you can explore and choose from the many images there. But I’ll suggest you use the custom option so you can set the right image size for your campaign.
Things to Keep In Check When Designing Your Facebook Ads: Is your ad colorful enough to immediately grab the attention of your prospects? Is your main proposition in our image? So it can quickly tell your prospects what’s in the ad for them. Does your ad contrast with the Facebook newsfeed? Is your image of the Facebook recommended size? So it appears well because if it’s not of the right size, some information may be cut off.
Your ad message plays an essential role in the success of your campaign. After your image has successfully grabbed the attention of your audience, your headline is expected to deliver a complete message of what’s in for your prospects to them, then lure them into reading the body of your message. Then, the body of your message presents the irresistible offer to them. While your call to action closes the deal by telling them exactly what to do and why it’s essential, they do it. The Facebook ad has multiple fields for text placement.
Setting Up Facebook Ad Message: Setting up a Facebook ad message is as easy as ABC. All you need to do is fill in the texts in the right boxes.
Saving To Draft
When you’re in the ad creation workflow, and you click the close button at the left button, you’ll be prompted to either close and save to draft or close without saving.
Tips to Make Your AdsResonate.
Making your ads creative and engaging is not rocket science, as it may look. You need to check a few boxes for you to get it right. These boxes are:
Create a custom audience based on your goal.
Ex: Emarketing Boss is a digital marketing company, and we want to attract new clients and also keep an existing one. While our overall goal is the same- getting people to pay for our service- we’ve to create two different ad campaigns for our audience.
- Create an audience campaign to build awareness of our business.
- Create an audience campaign to reach those who’ve done business with us before.
- Ensure to avoid unnecessary and vague words and explanations.
- Keeping your text clear, short, and straight to the point ensures your message gets across as you’ve just a few seconds to make an impression.
- Ensure that the image contains less text; else Facebook will show your ads to a few people.
- Use an image that applies to your business and your audience.
- User relevant headline and sales message that’s engaging and customer focus.
How To Measure FacebookAds Performance
You can track your ad performance using Facebook pixels. Facebook pixel is a code you place on the header of your website to track the actions of visitors who visit your site. With this report, you can target those visitors in the future using Facebook ads. There are so many benefits you can derive from Facebook pixel: Measure the results of your ads: Find people who have visited a specific page or take a desired action on your site. Also, it helps you create a lookalike audience to reach more people similar to your best customers.
How to Create FacebookPixel
- Go to your pixel tabin event manager
- Click create pixels tab in event
- Click create in the green boxthatappears
- Once you’re done creating your pixel, the next thing will be to put this pixel code to your website.
Then, you’ve got to choose how you update your web site I update my website’s code. If you update your website code yourself, then you have to do this: Go to your sites and find the header of your website.paste the code at the bottom of the header section, just above the closing head tag. Someone else changes my website
But if someone else updates the code in your website all you have to do is this:
- Go to the pixel tab in ads manager
- Click setup pixel
- Click email instructions to a developer.
- Enter the recipient’s email address
- Click Send The Bottom Of The Page.
After you have placed the code on your website, you will have to add an event to track a specific action of your website visitors.
What are events? Events are actions that take place on your website,e like adding products to a cart, completion of registration, etc. To track this action, you will have to place a piece of code on your website.
- How to set up events
- Go to the Pixels tab in event manager
- Click setup pixel
- Click manually to install the code.
- Click Continue
- Click install events
- Click on the toggle icon next to an event to choose a particular event you’d want to track.
- Here you have to decide how your website will track these actions. You have two options here to choose from:
Track event on page load: you can select this option if the activity you want to track can be tracked when someone lands on a particular page like a registration confirmation page after completing registration.
Track event on in line of action: but if the action requires someone to click on something like add to the cart, then this option is for you. You will have to add event parameters here. Then, finally, you copy this event code and paste it on the pages you want to track the actions. But ensure you change nothing on the code you have already placed in the header of your website.
You’ve reached the end of DUMMY’S GUIDE TO UNDERSTANDING FACEBOOK MARKETING.
Remember, this guide is about taking action so head to Facebook now and create your first Facebook ads. Or improve an existing one.
Have you got any questions?
Drop it at the comment box.