Thinking of supercharging your business reach with ads on Facebook? In this Facebook Ads guide I will explain everything you need to know to master this amazing, cost-effective advertising tool from scratch and start grow your business with your ads even if you only invest $1 a day.
We will start from scratch. And after seeing all the options you have to set up your campaigns with examples and captures, we will finish with a complete tutorial to create a Facebook ad step by step. Let’s go there!
1. What are Facebook Ads
Facebook Ads is the ad platform by Facebook and its partner sites. Yes, it is this goose that lays the golden eggs for this filthy-rich social network, but the good thing is that it can also be a great source for your online marketing strategy because it has many advantages that we will are going to discuss.
1.1 Why pay for ads if Facebook is “free”?
You may be asking yourself, “Why shall pay to advertise on Facebook if I can publish what I want for free?”
Yes, certainly creating your fan page on Facebook and share all the publications you want is completely free.
But, as you may have already observed, the organic reach on Facebook is increasingly being restricted by a lot of factors included in its Edgerank, an algorithm that gives more or less visibility to the publications of a page, depending of a number of factors.
As in everything, here the “free” is very relative.
Users do not pay money directly to Facebook to use it, but pay with their data and a lot of information about their tastes and interests, which in turn, helps us advertisers to target them based on their “interests,” because as it’s famously said, “If you’re not paying for the product, you are the product.”
There is the salient business model of Facebook—Use all the millions of users’ information it has to put them at the service of advertisers and make money with it, as it’s a business and not an NGO.
But this is where you benefit too. That you can take advantage of all that information to increase your reach, reach the audience that really interests you and create ads adjusted to your goals, controlling your investment at all times or simply, Laser-Targeting your audience.
1.2 Can I create an ad if I do not have a Facebook page?
As a power, YES you can create an ad on Facebook even if you do not have a fan page. BUT I DON’T recommend it because you will find yourself with several limitations:
- You can only show your ad in the right column and this means that it can not be seen on mobile devices (elsewhere in this Facebook Ads guide we will talk about the different locations your ads can have).
- You can only include one image in your ad (then we see all the available formats)
- You can only aim to bring traffic to your website (then we will also see all the objectives you can select).
That said, you’re gonna wanna create an ad on Facebook with your page, you can do so by creating your Ad Account and accessing the ad creation tool. Here you will find more information to do it step by step.
2. The main advantages of Facebook Ads
I’m a huge fan of Facebook Ads fan, basically for these reasons:—
- Scope & potential : Facebook has more than 1,000 million active users. If your potential customers are on Facebook, this tool makes it very easy for you to find them.
- Targeting possibilities : Facebook has immense information about its users, so it allows you to fine tune when determining who you want to show your ads.
- Control of the investment : Facebook advertising is for all types of budgets and you can control your investment at all times and monitor the results to evaluate the performance of your ads and reorient/retarget your campaigns.
- Flexibility : you can create as many campaigns as you want, choose between different formats, experiment with segmentation or stop a campaign whenever you want.
3. Tools — Ad Manager & Power Editor
Facebook offers different tools at our disposal to create and manage our ad campaigns, :
3.1 Ad Manager
This tool happens to be the center of operations of your advertising actions on Facebook. From the Ad Manager, you can create ads, manage them, monitor the results of your campaigns, etc.
It is a fairly simple and intuitive tool that guides you throughout the entire process.
This is the current appearance of the Facebook Ads Ads Manager(comes when you click “Create Ad”)”—
3.2 Power Editor
The Power Editor tool is more focused on large accounts or professionals who control several different accounts. For example, for a marketing and advertising agency that manages the campaigns of different clients and needs to have more advanced control over the ads and the results of the campaigns.
3.3 Business Manager
The Business Manager tool allows companies to more securely share and control access to their advertising accounts and Facebook pages from a single central platform. Anyone using Business Manager can see all the pages and advertising accounts in which they work in one place.
However, if what you want is to promote your fan page, your website or your business, stay with the Ad Manager. But, in any case, it is interesting that you know what other options exist in case your circumstances change.
From there, the entire process we will follow in this Facebook Ads guide to create an ad from scratch will also be done with the Ad Manager.
4. Objectives and types of Facebook ads
When creating a campaign, you must first determine what your goal is. That marketing objective may be different for each of the campaigns you create.
So, first of all and based on your strategy, you should ask yourself the following question— “What do I want to achieve above all with this announcement? What results do I want to obtain?”
Basically, the advertising objectives that anyone can have to advertise on Facebook fall within these three broad categories:
Within each of these categories, we can select a more specific objective. Lets go see it:
What you’re looking for is to let you know, generate interest and that your brand starts to get in the way of your audience. Your goal here is not to sell anything directly but to promote your brand: what you do and how you do it.
For this, you should focus on telling what is the value that your brand brings to the people that interest you, what problems or needs you can cover, how you can help them and highlight what identifies you and differentiates you from your competitors.
Here is an example:
4.1.1 Brand recognition
What you are interested in is reaching those people who may be related to your brand and who are more likely to pay attention to your ads.
4.1.2 Local Broadcast
What you are looking for is to reach the people who are close to your business with your advertisement.
What you want is for your ad to be shown to the greatest number of people to achieve maximum reach.
4.2 Prestige – Consideration
What you are looking for is to increase the notoriety of your brand among those who have already been interested in what you do. Increase your prestige and provide more confidence.
Here you also do not sell anything directly, but you want those people to do something, for example visit your website, become followers of your fan page, etc. That is, to take a step to become potential customers.
Here is an example:
Your goal is to attract people to your website, to a specific landing page or, for example, to your Facebook store.
What you’re looking for is getting more people to access your page or your post and interact with them.
This goal of interaction can be even more specific depending on your interests at each moment:
- Interaction with a publication : likes, comments and shares
- I like the Facebook page : get more followers
- Responses to events : publicize your event and increase attendees
- Requests for offers: more people request an offer or discount
4.2.3 Lead generation
Get records (information) from people who may be interested in what you do or what you sell. That is to say, of those people to whom you could sell them at some time.
4.2.4 Video Views
Promote your videos so that they reach more people and increase the notoriety and prestige of your brand. Here we can talk about original videos about your brand, a branded content, the launch of a product or your customers’ stories.
4.2.5 Application downloads
The objective here is to attract people to the platform where they can download your mobile application.
The objective is transactional, since what you are looking for is to encourage and persuade people interested in your brand to buy or contract your products or services, visit your business, make use of a promotional code to obtain a discount, etc.
Here is an example of a Facebook ad with this type of goal:
You look directly for people to perform valuable actions on your website or your application that you can quantify.
4.3.2 Sale of product catalog
Your goal is to promote a catalog of products. To do this, you can create ads that automatically show products from your catalog according to the target audience of your campaign. Here you have information on how to create a product catalog.
4.3.3 Visits in the business
Your goal is to get more visits to your business, reaching people who are at a certain distance from one or more of the locations of your company, store, restaurant, etc.
5.- Facebook ad formats
With Facebook Ads, you can create ads with different formats that include text, photos, videos, etc.