When you first jump onto the Facebook Business “backend” in order to create a Facebook or Instagram paid advertisement, the entire process can be pretty overwhelming. In fact, if you’re one of the many who can recall waking up with a healthy dosage of motivation to create some great ads for your real estate agency, restaurant, or medical practice, only to discover that the backend is far less like a goldmine and much more akin to an endless, confusing mystery of ambiguous buttons and obscure targeting options, you’re not alone.
In this article I’d like to offer you step-by-step guidance on how you can create an ideal advertisement for Facebook or Instagram, that will allow you to promote your product or service, no matter what it is, to a hyper-targeted & conversion minded audience, without all the smoke and mirrors.
Because hey, let’s face it, if you’re not promoting your business on social media in 2018, you’re well behind the millennial advertising curve.
Set Up Your Ad Account On Facebook
(If you’ve already set up your ad account on Facebook’s Business Manager, continue to Step 2)
Sure, this sounds simple, but you’d be amazed at how many businesses simply haven’t taken the time to go ahead and set up their Facebook business ad account. This is either due to a lack of time, understanding, or simply because no one in the company wants to deal with the annoying process of creating the ad account.
Step 1. Open Your Business Settings on FB and select the Business Manager you’d like to work on.
Step 2. Click on Ad Accounts
Step 3. Click Add New Ad Account on the right-hand side of the page
Step 4. Choose the option “Create a new ad account”
Step 5. Follow the instructions until you’re officially set up with a functional ad account.
Step 6. Once you’ve entered a valid credit card number, you can run those targeted Facebook ads everyone else is and start getting leads, conversions and sales!
Select the Type of Ad to Run for your Business
When you begin the process of creating an advertisement, the first step in the process is determining the type of ad to create.
Some examples of popular ad types are:
Brand Awareness Campaigns
According to Facebook, this type of campaign increases awareness for your brand by reaching people who are more likely to be interested in it.
This type of campaign gets people to see and engage with your Facebook post, page or event. You can direct your campaign in a multitude of directions, optimizing it for comments, shares, likes, event responses or offer claims.
These types of campaigns are extraordinarily popular on Facebook and perfect for those marketing their products or services. A traffic campaign sends the viewer to a destination on or off Facebook such as a website landing page, a website home page, an app, or to a Messenger conversation.
A conversion campaign promotes valuable actions on your website or app, such as adding payment info or making a purchase. Just like the campaigns above, using your Facebook pixel allows you to track and measure conversions so you can quantify the amount of sales attributed to your ad, and retarget viewers who clicked on your ad but didn’t take action (more on that later).
Create Your Targeted Audiences
Once you’ve selected the type of Campaign you’d like to run, it’s time to set up your ad set.
Here you’ll be able to decide where and to whom your ads will be shown. You can get ultra specific here, and choose to advertise globally, nationally, or to a particular zip code. You can also limit your ads to be seen by gender, age group, occupation, income bracket, online behaviors and a host of other targeting options.
Keep in mind that Facebook’s targeting options are extensive, so take the necessary time to select about 6-7 targeting options for each audience you create. Facebook helps you through this process by dividing it’s own available targeting options into three main categories: Demographics, Interests & Behaviors, with thousands of subcategories for ultra specified targeting.
Make sure to split test your audience groups, so that way you can distinguish which subset of potential clients are responding most favorably to your ads.
Create Memorable Content and Copy
The next step is selecting great content that ties together with excellent copy; for your imagery, you can, for example, choose a single picture relevant to your business, a slideshow of photographs, or a video promotion. While Facebook presently favors Video in its newsfeed, you can split test different images and video to see which are best performers for your brand.
While images/video are probably still the most important part of your advertisement, you’ll want a great hook for your ad header that will encourage users to read further into your ad. Couple a great hook with some awesome copy that is tied to your image, and you’ll be sending hundreds- if not thousands- of prospects to your product page, your sign-up or reservation page, or your email list building landing page.
For some advice on how to create great content and copy, download this great Ad Copy Cheat Sheet put out by Facebook.
5. Install the facebook pixel
We get it, going out of your way to set-up a snippet of code which then needs to be copied and pasted onto your website can be a major headache. But failing to install the Facebook Pixel is quite possibly the biggest mistake businesses and even some advertisers make. Don’t fall victim to this trap, it will significantly limit your ability to convert sales and generate new leads.
When setup correctly, your Facebook Pixel allows you to track visitors who click on your ads so that you can (a) track conversions resulting from your ad; and (b) retarget all prospects who clicked through your ad even if they did not take the desired action. Statistics show that repetition is a key component in generating sales, and the Facebook Pixel allows you to accomplish this feat.
For in-depth instructions on how to install and optimize your Facebook pixel, click here.
Track Your Results
Of course, choosing ad types, creating campaigns, audiences, content and copy will only take you so far if you don’t pay attention to the results of your ad sets in Business Manager. See which locations, age groups, and audiences are reacting most favorably to your ad, and consider making tweaks to your audience, copy and content based upon these results. With trial and error, you’ll have an optimized advertisement sending highly relevant information to an ideal, targeted and interested audience.
I hope you found this post to be helpful. While informative, this post is by no means an exhaustive list of everything you need to do in order to create terrific, high performing Facebook ads.
If you’re interested in more information about how you can create optimized advertisements for your business, feel free to Contact Me. We are presently offering companies Free Highly Customized Social Media Audits that provide powerful and valuable company specific recommendations for how you can optimize your business’ online content for conversions and sales. Just reference “The 6 Steps” in the title of your Email, or in your LinkedIn, Facebook or Instagram message. You can also call us at (646) 580-3035.