Social Media has become one of the most effective digital marketing channels in recent years, achieving the most impressions, clicks and conversions. One of the most one of the most popular social media sites which can achieve significant results for a business is Facebook. Facebook is best known for being a social networking site, very few users go on Facebook with the intentions of buying something.
Why Should A Business Use Facebook Ads?
Facebook Advertising is now one of the most effective tools out there to grow your business, create loyal customers, and generate leads and sales. Facebook now has over 3 million businesses using the site as an advertising platform, the increasing popularity of Facebook ads means that it is now more important than ever for businesses to have a presence on the site.
- Audience Size: over 1.23 billion daily active users.
- The average user spends about 50 minutes on Facebook, Instagram and Messenger everyday.
- Facebook offers terrific targeting options within Facebook ads. Businesses can target users based on location, demographics, age, gender, interests, behaviour and many more.
- There is no option to target your ads at certain times within the day or on certain days of the week unless you choose a lifetime budget.
- Most suited to businesses operating in B2C markets.
- Campaigns are easy to track.
- Immediate influx of traffic.
- Complete control over your daily budget and maximum Cost-per-click.
- Instant ROI
- More targeting options, including, towns, regions, age, likes/interests, income bracket, and other demographics
- Easier to set up than Google AdWords
- The ability to reach people early on in the buying process, before they are aware of their need, while capturing those who are aware of the need in a subtle way
- You can use images and videos to capture the interest of your target market, helping you to sell your products and services.
- CPC is relatively cheap, depending on your industry.
The Facebook campaign structure consists of:
- Campaigns
- Ad sets
- Ads
Campaigns
A campaign is at the top level of the campaign structure. Each campaign can contain several ad sets, and each ad set can contain several ads.
According to Facebook, you can create up to 1,000 campaigns, ad sets & 5000 ads per ad account.
At the campaign level, you set your advertising objective. You can currently choose from these 9 objectives:
- Clicks to website
- Website conversions
- Page post engagement
- Page Likes
- App installs
- App engagement
- Offer claims
- Event responses
- Video views
How to Set Up Campaigns
Creating a new campaign using Power Editor is simple. First, select “Manage Ads” from the dropdown menu at the top left of the page:
Next, select the “Campaigns” tab as shown below:
Then, click the “+” button to start creating your campaign.
A popup should appear like the screenshot below.
Give your campaign a name – preferably a name that describes the objective of your campaign – and select your ad objective from the dropdown menu. Leave the buying type as “auction” and you’re all set.
Ad Sets
With Facebook’s latest updates to the campaign structure, the ad-set level has become more complicated.
When you create an ad set, you need to determine the following things:
1. Ad schedule
Apart from setting the start & end dates for an ad set, you can also choose to run the ad set for specific times during the day & week.
2. Ad budget
You can choose how much you want to spend on each ad set & choose to set a daily or lifetime budget. If you choose a lifetime budget, Facebook divides the budget into equal parts depending on how long you run the ad set.
3. Ad bidding
Before the recent update, you could bid for ad spaces using either Cost per Mille (CPM), Cost per Click (CPC), or optimized Cost per Mille (oCPM). The recent update replaced oCPM with 2 new options — Post Engagement & Daily Unique Reach.
With Post Engagement, you can bid to show your ads more often to people who are most likely to engage with your ads, even if they’re shown the same ad more than once.
With Daily Unique Reach, you’ll only show an ad to each person once, so that you can reach as many people as your budget allows.
4. Ad targeting
The shift of ad targeting from the ad level to the ad-set level means that each ad set will only target one group of people, and all the ads inside an ad set will reach the same group of people.
This makes ad sets even more important & convenient since you can easily run A/B experiments on your targeting options without needing to change your ad image & copy.
5. Ad placement
With ad placement, you can choose whether to show your ads in the desktop news feed, mobile news feed, desktop right column or partner mobile apps. However, the ability to place your ad on partner mobile apps depends on your advertising objective.
In general, Facebook does not allow you to advertise on partner mobile apps if your advertising objective is to:
- Gain new page Likes
- Increase post engagement
- Install or engage with a desktop app
- Claim a Facebook offer
- Respond to an event
- View a video.
How to Set Up Ad Sets
First, select the campaign that you want to create your ad sets in & click “View Ad Sets” at the top right.
Then, click the “+” button on the left to create your ad set.
A popup like the screenshot above should appear. Check the “Use Existing” option to create the ad set inside the campaign you just created. Then, give your ad set a name.
Once you’re done, click the “Create” button at the bottom left.
Then you’ll see a section like what we described earlier. You can set your ad budget, schedule, targeting option, placement & bidding option here.
Ads
Finally, at the ad level, all you need to do is design your ad creative. In Facebook’s terms, this means that you write your copy & choose an image.
How to Set Up Ads
Here’s how to create an ad. First, select the ad set you want to create your ads in & click “View Ads”.
Then, just like before, click the “+” button to create the ad. A popup should appear.
Like the ad set, make sure to check “Use Existing” in both campaign & ad set to use those you have already created. Then, give your ad a name, preferably a systematic naming method that helps you track the changes you make to each ad.
Now that you understand how Facebook ads are structured, let’s look at some handy features that Power Editor has that will make your life so much better!
Saved Audiences
As the name suggests, Saved Audiences is a feature within Power Editor that lets you create & save a target audience.
Understanding the campaign structure is key to creating & managing Facebook ads, especially when you go beyond buying ads for page Likes & post engagement to driving website clicks & conversions.
When you’re asking more from your target audiences, you’ll find yourself needing to create more ads to run multiple experiments to find out what works best for your company.
Power Editor is a great tool to use as it’s designed for heavy usage of ads and allows precise control of their campaigns, which enables companies to create and manage their ads in a clear and systematic manner.
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