After the lockdown was called off I spoke with my friend Mary who was looking for how to get customers for her fashion business, she expressed how Covid-19 has seriously caused a lot of setback for her business
I advise her to take advantage of the Facebook platform to promote her business but her response was very funny as she claim that it is too difficult for her to understand.
Creating a Facebook Ad is not as complicated as people think, but if you’re new to Facebook, ads or digital advertising like Mary you may find it difficult, frustrated and eventually give up or pay heavily for it
In this guide I will share with you 7 easy step by step approach use to create effective ads.
Although the ever-changing Facebook algorithm can make it a challenge to connect organically with fans, but it’s micro-targeting features allow you to reach your exact target audience.
Facebook is the most popular social network worldwide with more than 2.6 billion active users monthly.
This means Facebook ad can get your message in front of the people who are most likely to want your products or services if and only you understand the know how in order to access your target audience.
Going by the above analysis, it is therefore important to note that Facebook is a nice platform to market your products and services.
In this guide, I’ll walk you through everything you need to know about advertising on Facebook, ranging from planning your first Facebook ad to developing advanced strategies.
What to expect at the end of reading and paying full attention to this article:
- Ability to understand the enormous opportunity that Facebook provides
- How to easily connect with your target audience
- How to convert potential clients to paying clients.
- How to run ads from the comfort of your home.
It is important to understand the different types of Facebook ads and targeting options before you dive in if you want to get the best results.
First, let’s consider the different types of Facebook ads;
We have different types of Facebook ads, and this is aimed at drawing the necessary attention/traffic the business owner wants or intend before running the ads.
First on the list is Image ads: It can be created with just a few clicks by boosting an existing post with an image from your Facebook Page.
- Image ads is the commonest and most used Facebook ads.
- They are a great way to get started with Facebook advertising.
- Video ads: This is one of the most used and effective Facebook ads.
- It can run in News Feed and Stories, or they can appear as in-stream ads in longer Facebook videos.
- Video ads can show your team or your product in action.
Note, Your video ads must not necessarily need to use filmed video footage. You can also create a GIF-like graphics or other animations to capture your audience attention or explain your offer.
- Carousel ads: This type of Facebook ad uses up to 10 images or videos at a go to showcase your product or service.
- It can be used to highlight different benefits of one product, a number of different products
- You can use all the photos together to create one large panorama image.
- Slideshow ads: Slideshow ads offer an easy way to create short video ads from a collection of still photos, text, or existing video clips.
- If you don’t have your own images, you can choose stock photos directly from Ads Manager.
- The procedure is however self-explanatory.
- Messenger ads: In creating the Facebook Messenger ads, you simply choose Messenger as the desired placement.
- The advantage of the Facebook Messenger ads is that it gives you access to the 1.3 billion people who use Messenger every month.
- Lead ads: These type of ads are only available for mobile devices because they’re specifically designed to make it easy for people to give you their contact information without a lot of typing.
- They’re great for collecting newsletter subscriptions, signing someone up for a trial of your product, or otherwise allowing people to ask for more information from you.
- Dynamic ads: Dynamic ads allow you to promote targeted products to customers who are most likely to be interested in them.
- It can also be used as a reminder. For example, if a customer has visited a product page or placed a product in their shopping cart on your website, but then abandoned the purchase, dynamic ads for that precise product will appear in their Facebook feed.
- It reminds the potential customer to complete the purchase, and can be a very effective Facebook marketing strategy.
Having listed the various types of Facebook ads, we move on to explain how to successfully advertise on Facebook.
One of the first thing you must consider is to have a business Facebook account (page).
After creating the business page, you move straight to the Facebook Ads Manager or Business Manager to create your Facebook ad campaign.
Note, it is important to create your business account first before you begin with creating ads.
Below are the steps to follow for Ads Manager with reference to this tutorial. You can also use Business Manager to create Facebook ads, depend on your choice.
STEP 1: CHOOSE YOUR OBJECTIVES
Facebook offers 11 marketing objectives based on what you want your ad to accomplish. They are as follows:
- Brand awareness: Introduce your brand to a new audience.
- Reach: Expose your ad to as many people in your audience as possible.
- Traffic: Drive traffic to a specific web page, app, or Facebook Messenger conversation.
- Engagement: Reach a wide audience to increase the number of post engagements or Page Likes, increase attendance at your event, or encourage people to claim a special offer.
- App installs: Get people to install your app.
- Video views: Get more people to watch your videos.
- Lead generation: Get new prospects into your sales funnel.
- Messages: Encourage people to contact your business using Facebook Messenger.
- Conversions: Get people to take a specific action on your website (like subscribe to your list or buy your product), with your app, or in Facebook Messenger.
- Catalog sales: Connect your Facebook ads to your product catalog to show people ads for the products they are most likely to want to buy.
- Store traffic: Drive nearby customers to your stores.
After you have consider the aforementioned, you Log on to Facebook Ads Manager and select the Campaigns tab, then click Create to get started with a new Facebook ad campaign.
Also note that you must choose a campaign objective and this must be based on your goals for the particular ad you intend to create, bearing in mind that for conversion-oriented objectives (like sales) you can pay per action, whereas for exposure objectives (like traffic and views) you will pay for impressions.
STEP 2: NAME YOUR CAMPAIGN
Scroll down to name your Facebook ad campaign and choose whether to set up an A/B split test. You will also choose whether to turn on budget optimization, as this option can be useful if you’re using multiple ad sets, but for now you leave it turned off.
Note, For the Engagements objective, you’ll also choose whether to focus on post engagement, page likes, or event responses.
STEP 3: SET UP YOUR ad ACCOUNT
If you have already set up an account, you’ll see a button that says Click that to move on to the next step.
But if you’re new to Facebook advertising, you’ll see a button that says Set Up Ad Account, Click that button and you’ll be prompted to enter some key details to create your ad account.
Details like enter your country, preferred currency, and time zone, then click Continue.
Kindly note that you must Choose wisely, because if you want to change these options later, you’ll have to create a separate ad account.
STEP 4: TARGET YOUR AUDIENCE:
At the top of the screen you will name your Facebook ad campaign and choose which Page to promote, after which you Scroll down to start building the target audience for your ads.
You’ll discover that the first option is to add a custom audience of people who have already interacted with your business on or off Facebook.
Therefore you Start by selecting your target location, age, gender, and language. And as you make your selections, keep an eye on the audience size indicator on the right of the screen, as this gives you a sense of your potential ad reach.
Always remember that effective targeting is key to maximizing ROI—as there’s no shortage of ways to target your audience using Facebook Ads Manager.
They are two fields here in which to make your audience as specific as you choose:
They are the Detailed targeting and Connections.
While in detailed targeting you use this field to specifically include or exclude people based on demographics, interests, and behaviors, by being specific, in Connections, you can target or exclude people who have an existing connection to your Facebook Page, your app, or an event you managed.
STEP 5: CHOOSE YOUR FACEBOOK AD PLACEMENT
Here, you scroll down to choose where your ads will appear.
If you’re new to Facebook advertising, the simplest choice is to use Automatic Placements, as Facebook will automatically place your ads across Facebook, Instagram, Messenger, and the Audience Network when they are likely to get the best results.
STEP 6: SET YOUR BUDGET AND SCHEDULES
In this segment, you decide how much money you want to spend on your Facebook ad campaign.
It could be a daily or lifetime budget, after which you set the start and end dates if you want to schedule your ad in the future, or choose to make it live right away.
You can also add in an optional cost and bid controls, which will cap the amounts per action rather than for your overall campaign.
Also bear in mind that running your Facebook paid ads on a schedule may be the most efficient way to spend your budget.
When you’ve made your selections, and you’re happy with the audience size indicator, click Continue.
STEP 7: CREATE YOUR AD
In this last segment, First you choose your ad format, then enter the text and media components for your ad. The formats available will vary based on the campaign objective you selected back at the beginning of this process.
Kindly note : Use the preview tool at the bottom of the page to make sure your ad looks good for all potential placements be it mobile, desktop news feed, right column, and so on. When you’re happy with your choices, you can proceed to click the green Confirm button to submit your order, then wait to get a confirmation email from Facebook notifying you that your ad has been approved.
How to convert potential clients to paying clients
Here are 5 smart tips for running Facebook ads and getting customers from the comfort of your home:
- BEGIN OR EXPERIMENT WITH AUDIENCE TARGETING
One of the best way to master Facebook advertisement is to start with a narrow audience and then broaden it slowly by adding one interest category at a time.
For example, you could start with an audience specifically interested in “best Shawarma spot in Abuja” and then broaden it after a few weeks.
You can also use audience targeting to create different ads for groups related to different business goals.
For example, you can speak to existing customers differently than you do to people who have never heard of your business before. You can also offer promotions based on your existing relationship.
Note: Be careful with the kind of assumptions you make about your audience when choosing your targeting options.
That they live in a particular geographical location, does not mean they automatically understands the language.
For example, not all Facebook users living in Europe understands Dutch etc.
So the best way to handle this challenge is to understand your target audience.
- USE TOP-IMAGES AND VIDEO
Blurry photos, pixelated photos or jumpy videos that make you feel sick are turn off and discouraging for your potential clients.
Although captions/words are important, but your visuals are what will first grab viewers’ attention and create the best impression and you wouldn’t want to irritate them at glancing through at your ad.
- USE THE FACEBOOK PIXEL
The Facebook pixel is a small piece of code that can have a big impact on your Facebook ad campaign.
Once you place the code on your website, it simply allows you to track conversions, re-market to people who have viewed a product on your site, and create lookalike audiences.
- TEST EVERYTHING
It’s important not to make assumptions about what will work and what will not work in your Facebook ads.
Every time you try something new, you should test it against your previous ads so you can see whether you’re making improvements to the metrics that matter most to you.
- TRACK AND OPTIMIZE PERFORMANCE
Lastly, closely monitor how your campaigns perform in the Facebook Ads Manager dashboard.
If a campaign isn’t performing well, put your money into an ad that giving you the desired results instead.
If you’re just starting out, it might make sense to run several ads with small audiences and budgets.
Once you’ve determined what works best, use the winning ad as your primary campaign.
Springital is one of the top online marketing & lead generation agencies in the world. We help small and large businesses get more leads and sales. How do we do it? With various strategies and processes such as content creation, social media marketing, conversion rates optimization and more.
If you want your business to get more leads, don’t hesitate to contact Springital so we can start studying your products/services, your target market and your competitors.
Then, we’ll help you define a marketing strategy. This is not it. We go further than just consulting. We execute the strategies for you to your processes will be automated and you’ll get leads and sales semi-automatically.
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