Despite the many emerging platforms these days, Facebook still remains an effective platform to run ads in 2022. As of this writing, it is still one of the most utilized social media platforms, with 1.97 billion users daily and 9 million advertisers.
If you want your business to gain more visibility and online presence, target specific audiences, and generate leads and convert them to customers, Facebook ads can help. This guide will show you how to run Facebook ads, their different types, and how to choose one that suits your marketing goals.
Facebook Ads Manager
The Facebook Ads Manager is a business tool where you will start creating ads on desktop or mobile. It allows you to create ads, schedule, budget, and track the campaign progress. Ads Manager is very flexible and dynamic because it gives you real-time updates on the go while allowing you to adjust, edit, pause, duplicate or stop ads anytime.
How to set up Facebook Ads
You don’t need to be a tech or advertising expert to start running Facebook ads. Facebook offers a self-serve tool for every level of expertise. However, you need to be clear about your marketing goals. When you first create an ad in Ads Manager, Facebook will ask for particular categories and objectives to measure results at the end of each ad campaign. Here are the steps to running Facebook ads:
Step 1: Identify your marketing goals
Marketing goals differ for small businesses, big businesses, agencies, developers, media, and start-ups. Before running Facebook ads, it’s essential to know what direction you want to take and what you want to achieve at the end of the ad campaign. It could be one of the following:
- Build brand awareness
- Establish online presence
- Increase sales
- Customer engagement
- Content monetization
- Lead generation
- App promotion
- Turn on discovery commerce
Step 2: Choose your objectives
When you go to Ads Manager, the first thing you need to enter is the campaign’s objective. Knowing your goals will help determine the best type of ad for your campaign. Your objectives can be any of the following:
Awareness objectives (To get people’s attention)
- Brand awareness – Your objective is to show ads to specific audiences who are most likely to be interested in your products and services and turn them into leads.
- Reach – This is finding and showing your ad to the maximum number of people who will likely show interest in your products and services while staying within budget.
Consideration objectives (To drive engagement)
- App installs – Your objective is to link your app directly to App Store and Google Play Store to encourage more downloads and target high-value users.
- Traffic – The target is to increase the number of people visiting your website, page, or app to increase the chances of conversion.
- Lead generation – Your goal is to attract a niche group of interested people to your site and encourage action and engagement.
- Messages – Encourage engagement on Messenger to boost sales, collect info, and answer inquiries.
- Engagement – Encourage audience engagement through likes, comments, shares, and personal messaging.
- Video views – The objective is to show marketing videos to a targeted audience and encourage them to like, share, and comment.
Conversion objectives (To increase sales)
- Conversions – Encourages your page visitors to take action whether to buy, subscribe, join, sign up, or register.
- Store visits – To encourage visits to your physical store through online marketing.
- Catalog sales – Increase sales and move inventory by showing ads to the right buyers.
Step 3: Select your audience
You can choose the location where your ads will show and who can see them. Facebook Ads Manager allows you to set your audience demographics, including information such as age, gender, location, interests, languages, and behavior. Smart targeting aims to bring your ads only to core audiences that will take an interest in your products and services.
Step 4: Choose your platform
Choose where you want to run your ad placement — Facebook, Messenger, Instagram, or Audience Network. If you are unsure where to place it, you can choose the ‘Automatic Placement’ setting, and Ads Manager will automatically run it where there is optimum reach.
Step 5: Set your ad budget
Facebook gives you total control of your ad budget, whether daily or a one-time set budget throughout the entire campaign. You can control where your budget goes and only pay for the actions that you want. Facebook gives you estimated insights on target audience reach, even before your ad starts running, helping you decide where to put your budget and how far your money goes.
Step 6: Choose an ad format
Placing an ad is like telling a story, and you need to choose the best format to describe it, whether through photos, videos, or a combination of elements. Here are the ad format choices available on the Ads Manager:
Step 7: Activate your ad
When you place your order and activate your ad, it automatically runs through Facebook’s ad auction algorithm. This algorithm determines which ad will show to a particular user to maximize its value and possible outcome.
Step 8: Track performance
Once your ad is live, you can track and manage its progress in the Ads Manager. You can see the efficiency of delivery, how many users could see it, and compare which type of ads work better than the other. You can make informed decisions using Facebook’s metrics and tracking system and adjust ad settings if needed.
Types of Facebook Ads based on objectives
Choosing the proper ad format to meet your objectives is crucial to a successful ad campaign. Facebook has categorized the two most common needs they see from their advertisers below:
Dynamic ads work well for businesses that need to promote products and services. They are ideal for travel, automotive, retail, and real estate business promotions. They can increase product visibility through formats such as photos, carousels, collections, and slideshows through dynamic ads.
Facebook shows relevant products to users interested in your website, app, or services. It ensures that your ads reach people genuinely interested in what you’re offering, which increases the chance to purchase, download, or take action.
Lead ads are ideal for businesses that want to grow their list of customer prospects. Lead ads encourage users to take action by filling out forms. The information you accumulate from users is valuable for conversion. However, these forms also hinder users from learning more about your products. To them, answering forms and surveys are time-consuming and bothersome.
To resolve this, Facebook developed pre-populated forms wherein the users only need to make a few taps and edits to submit them. Information declared on their Facebook accounts, such as their email address and contact information, is already filled out, so there’s no need to retype.
Facebook constantly updates and adds new elements to help its advertisers promote products and services better and reach the right audiences. Their algorithms are continually improving to benefit both business owners and consumers.
Facebook has made its ad platform more flexible to accommodate many advertisers worldwide. Whether you are a small business or a start-up with a limited budget, there’s an advertisement option to help gain your very own online momentum.
Maia is a long-time content writer who collaborated with hundreds of local and international clients, including prominent names in the eCommerce industry such as Shopify and Amazing Academy. Now, she’s a writer by day and web and graphic designer by night — juggling personal life and her very own freelancing agency in between.