A study by Buffer says that 93% of marketers used Facebook for their business and 91% invested in Facebook Ads in 2016. With billions of users using Facebook regularly, using it for business only makes sense. On average a person spends 2 hours and 24 minutes each day on Facebook. That’s a lot of attention! And, with Facebook’s lead generation ads, no matter who your audience is – you’ll be sure to reach them.
So, the question arises – HOW DO FACEBOOK MARKETING MANAGERS CREATE, MANAGE AND ANALYSE THEIR FACEBOOK ADS?
Your answer is Facebook Ads Manager. It is an amazing tool, offering everything you need to optimize your ad sets and deliver successful campaigns.
However, initially, the number and the process of Facebook Ads Manager may look complex. But fear not, that’s what we are here for. Learn how to run a lead-generating Facebook ad with a Facebook ads manager in just simple 9 steps. In this blog, we’ll share everything you need to know to get familiar with Facebook Ads Manager
So, let’s jump in.
IS IT REALLY HELPFUL FOR THE SUCCESS OF YOUR BUSINESS?
- Micro target your audience with “Audience Insights” and filter your crowd as you wish.
- Gives you the power to decide the budget from a few cents to a couple of dollars per click.
- More than 2.7 billion active users prove it to be the biggest and best ad platform for businesses.
- Available to everyone freely and easily, Facebook ads only require a FB page to create ads.
- Offers various ad types for your different business requirements.
- Facebook messenger ads have a 70% better open rate than email marketing along with a 10-80X better engagement than organic posts.
REAL-LIFE CASE STUDIES
Though many real-life successful examples prove that Facebook ads are far better. But, to inspire and motivate you towards a game-changing decision, here are two real-life case studies and the statistics (because numbers speak better than words!)
The South Korean car manufacturing company ‘KIA’ decided to build a FB ad campaign when it opened a store in Australia to gain the trust of the new audience. And, the ad did wonders!
Kia’s fresh approach of 10 seconds FB ad videos enabled the brand to exceed all of its goals for the campaign. It witnessed a massive result from June 15 to July 31, 2020, such as –
- 4.7-point brand lift
- 18-point ad recall
- 2.8X incremental lift in Kia Seltos model page visits
- 2X incremental lift in Kia Seltos test-drives
Mindvalley is a global education company that develops online courses on various subjects such as personal growth, wellbeing, spirituality, productivity, mindfulness, and more. The company ran a Facebook ad with a motive to increase app installs at a lower cost. And, that’s what they achieved!
Mindvalley’s month-long campaign ran in February and March 2021, and helped the company earn the following results:
- 58X higher conversion lift
- 35% increase in app installs
- 26% lower incremental cost per install
HOW TO USE FACEBOOK ADS MANAGER
It is Facebook’s algorithm that stops anyone from reaching a broader audience, organically. But, this limitation is overcome through Facebook ads. In other words, if you are not using Facebook ads strategy, you are losing out on a potential 2.89 billion users monthly on Facebook. That’s a big amount to ignore, isn’t it?
But, if you think that setting up Facebook Ads Manager is an exhausting task, you are in for a surprise!
It’s easy and simple!
Let us walk you through the whole process and help you cover the basics of setting up and navigating a Facebook Ads Manager account for a single image ad, so you can get in front of an audience that cares about you.
Before starting, let us remind you these are basic steps that will lead you to set up a single image ad. Take time to introduce yourself to the concept and explore freely other variants of Facebook advertisements like video, carousel, etc.
CREATE A FACEBOOK MANAGER ACCOUNT
This step sits at the top of the advertisements hierarchy. The Business Manager account will help you access your Pages, ads, get reports, and access many Facebook tools for effective advertising.
Create an account in 4 easy steps –
- Go to business.facebook.com and click the “Create Account” button
- Create a new Facebook account for your business or log in to the existing one
- Next, set up advertising access through Business Manager:
- Open Business Manager Settings
- Under People and Assets, click on “Add Accounts”
- Select “Add New Ad Accounts” and click “Create a New Ad Account”
- Then, set up your payment method and billing information.
Complete! This makes you ready to navigate through Ads Manager.
SET UP ADVERTISING ACCESS THROUGH FACEBOOK ADS MANAGER
After the first step, set up your business profile by adding details about your business such as adding your partners, your website, your account, etc., and submit.
Now, you are ready to access basic actions such as –
- Setting up ad campaigns, ad sets, and ads
- Managing and modifying media spend
- Targeting audiences
- Monitoring campaign performance metrics
Access your Ads Manager account by clicking the drop-down arrow in the upper-right corner of your Facebook page and select “Ads Manager.”
SELECT AN OBJECTIVE
Open Ads Manager and click the green “Create Ad” button in the top-right corner of the page.
Now, it will lead you to a page that will help you select your campaign objectives.
There are different type of campaign objectives such as –
These campaigns are for ads that generate knowledge and interest in your product or service among the users.
These campaigns allow people to engage with your business through links such as more info and help them keep the product or service at the top of mind.
These campaign types lead audiences towards a call-to-action such as purchasing, signing up, etc.
After your selection, create a campaign name and Voila! Your campaign is officially created.
SELECT YOUR AUDIENCE
With so much data and information, Facebook’s capability of targeting audiences across the globe makes it really easy for marketers to push their ads to their target market. You can filter the audience in a few ways such as –
- Location: country, state, city, zip code, or a mile radius
- Age/ gender
- Education: schools, year of graduation, the field of study
- Interests: pages they like, areas of interest such as entertainment, fitness, food, etc.
- Behaviors: purchase behavior, digital activities, charitable donations
- Net Worth
Facebook Ad Manager also offers a fascinating tool that creates ‘lookalike audiences for your campaign. These audiences are Facebook users who share similar qualities to other known groups. This helps you reach a bigger target audience and helps you expand your reach worldwide.
Note – Facebook suggests that you upload an audience list that is between 1,000-50,000 people to ensure the quality of recommendations.
SET UP YOUR BUDGET
Facebook is affordable and the ball of the budget is in the customer’s court. After setting up your audience, decide on how much you want to spend on your ads.
There are currently two main ways to allocate media spend:
- Daily media spend is the average dollar amount you’ll spend per day on an ad. It is suggested to spend at least $5 per day on an ad to reach the best potential.
- Lifetime media spend is how much money you will spend over a set duration of time on an ad.
While setting your media to spend don’t get confused between CPM and CPC.
CPM is the cost per every 1,000 impressions while CPC is each time someone clicks on part of your ad that takes them to your website or app, you pay up. Facebook suggests that if you want to build awareness about your product/ service or brand, CPM is advisable while if you want to encourage people to visit your website CPC is suggestible.
Note – You should run an ad for at least seven days so that you can monitor behavior across the week as the study shows different behaviors on different days.
DECIDE THE LOCATION OF ADS
This step will help you decide where you want your ad to pop up such as a mobile news feed, a desktop news feed, on the right side of your screen, etc.
- DESKTOP/MOBILE NEWS FEED – This is a good option for anyone who wants to build brand awareness and post engagement.
- RIGHT-HAND COLUMN – This traditional Facebook “banner” style ads are only available for desktop users and are advisable for purchase items/services.
- FACEBOOK AUDIENCE NETWORK – These ads are displayed on the networks of mobile apps and websites that Facebook has partnered with and are good to extend the audience reach.
- INSTAGRAM – Now that Facebook has acquired Instagram, these ads help you display ads on Insta helping you reach a greater audience.
CREATE THE ADS
Now that you have selected the basics, budget, and location, it’s time for you to create ads and run them.
SELECT THE AD TYPE
There are 5 different types of ad formats for you to choose from. Such as –
- CAROUSEL – These ads come up with two to ten scrollable images or videos.
- SINGLE IMAGE – Ad with up to six variations of your ad displaying one image at a time. The Single Image ad is one of the most versatile ads and is a great place to start for those starting with Facebook Ad Manager.
- SINGLE VIDEO – Ad with one video. This ad helps in telling a story or delivering a message to the target audience.
- SLIDESHOW – Adding video ad with up to ten images. This ad creates an interactive visual story and connects with millennials easily.
- COLLECTION – Combines images and video that displays as a full-screen experience. It adds a rich interactive experience for the users.
BUILD A COPY AND HEADLINE
After selecting images that grab the audience’s attention in milliseconds as they scroll through Facebook.
Now, add a short and sweet copy of up to 90 characters and a headline up to 25 characters for your ad.
PLACE YOUR ORDER
Once you have created your Facebook ad, click the green “Place Order” button.
Facebook will screen your ad and ensure it does not violate any of Facebook’s Advertising Policies. After the approval, your ad will go live!
As discussed in the benefits, Facebook Ads Manager gives you an insight into your performance so that you can experiment and explore ads to earn your expected ROI. Some effective metrics to monitor are:
- CLICKS – No. of times someone has clicked on your ad
- IMPRESSIONS – How many times your ad was viewed
- CONVERSION RATE – What percentage of people who click your ad converts into a lead
If Facebook were a country, it would be considerably bigger than China. With the number of users increasing daily, Running a business on Facebook may seem a bit intimidating. In the crowd of billions, the possibility of your business post remaining unknown is substantially higher.
To crack the crowd of users and be visible in the eyes even while scrolling with the shortest attention span, Facebook Ads Manager is your backbone. It helps you take a once complicated process of advertising into your own hands. This blog was just a guide to begin your journey on Facebook Ads Manager, smoothly.
It’s time to create, manage, track and explore your content with Facebook Ads Manager yourself, and tell us how it goes!