How to Create Facebook Ads

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When it comes to creating Ads on Facebook, most of the digital marketers develop a lot of curiosity and fear in their minds. They a whole set of questions revolving around their minds. People are in a constant dilemma of How to grow your business online? How to grow your online business fast? How to grow business with social media? How to grow my business on Facebook? these are the questions which are constantly evolving the mind of the business owners who are doing online and internet marketing. Answers to these questions can be solved by taking up online courses with certificates.

Are we really targeting the right digital audience? Are we running a right and a useful Ad for our campaign? Or are the image dimensions up-to-the scale?  

Facebook today has around 1.

“Facebook is still the No. 1 ad platform that’s not related to search, like Google, [Microsoft’s] Bing or Yahoo. Facebook is the centerpiece of nonsearch digital advertising.” -Evan Weber

4 million users and over 900 million visits every day. Marketers, toady cannot for sure leave the golden opportunity that Facebook provides for them to augment their organic efforts. The Trouble is, with both an investment of time and money on the line, there’s not much room for oversight.

I have tried putting together a checklist which can help you in keeping a track on your campaign details. It will also help you in ensuring that you’re tapping the right audience with right ad at right time. So let’s start…. 

Checklist For Creating And Optimizing Facebook Ads

Though Facebook provides us with a wide range of paid ad options and placements, it can be divided into three elements, namely:

Campaigns: The campaign houses all of your assets.

Ad Sets: If you're targeting separate audiences with different characteristics, you'll need an individual ad set for each.

Ads: Your actual ads live within your ad sets. Each ad set can hold a variety of ads that vary in color, copy, images, etc.

With this let's make our way to creating an ad!

Determining An Appropriate Editor:  For creating a paid Ad on Facebook, there are two options available, the first one is the Ads Manager and the second one is the Power Editor. The criterion to choose between which suits you best is to first decide that what number of ads you are planning to run at once and then consider your company size as well.

If you are larger advertisers and looking for a precise control over a variety of campaigns then Power Editor will suit you well. And if not then go for Ads Manager, because this is a tool which suits most of the companies. Since Ads Manager suits most of the companies, I will guide you in detail of how to create an add using the same.

Choosing an objective: Facebook’s Ads Manager is all designed keeping in mind that it will be used for a specific campaign objective. So before getting started, you will be asked about the objective behind your campaign.                                                                                         

You will be provided to choose between 10 different options, starting from sending people to your website to getting installs of your app to raising attendance at your event. You need to choose only one option between them so that Facebook gets the idea of your objective and provides you with the best-suited ad options. Facebook’s Ad options include:

For instance, let’s say that that you want to drive more traffic to your website. So for this Facebook will ask you to provide the URL of your Web site, you are looking forward to promoting. If you are a Marketing Automation Software users then don’t forget to create a unique tracking URL with UTM parameters for this to ensure that you will be able to keep track of traffic and conversions from this Ad  You can take help of Tracking URL builder if you are a HubSpot customer.

Once you are done with this, then Facebook will provide you with the whole list of best options which will help you in achieving your particular objective.

Choosing your audience: If you have started with your first Ad on Facebook, then obliviously you will face problems in distinguishing between your target audiences. But Facebook, at this point, comes to rescue you by providing you with a tool, called Facebook targeting criteria, which will help you in narrowing down your focus.

This tool which is present on the right side of the digital audience targeting field takes all your selected properties into consideration in order to come up with a potential reach number.

The kind of objective you have will decide your digital audience targeting. Take for example if you are looking to drive more traffic then you probably will want to focus on those audiences whom you know will be interested in your offer. But if you are one of those you want to build their brand awareness, then going for the General audience would be the best option.            

Facebook's built-in targeting is huge, including a lot of options, such as;

When you are all over with this, that is when you have found that which audience suits best for your ads, and then Facebook automatically saves these audiences to be used again later. So you will never have to worry about your target audiences, once you have been running Facebook ads for a while.

Setting your budget: Facebook gives you all convenience, you don’t have to worry about your budget. Facebook provides you with the most convenient options, choosing between daily payment for your Ads or a lifelong budget. Here is the difference between them:            

You can take the route to the advanced options, after specifying your budget. You need to specify a few things under this section:

Schedule: You have to specify your starting and end dates under this. Or you have the other option available as well of running your ads immediately and continuously. You can also set parameter of running your ads during specific hours and days of the week.

Optimization & Pricing: You will have to choose between, whether you want to bid for your objective, clicks, or impressions or not. If you choose to bid then you will have to pay for your ads, which will be shown to your specific target audience. But it is not you but Facebook which will decide the maximum bid limit. But if you go for the other option, then you will have to opt for manual bidding. It is the part of your online marketing and does a good marketing research on it.

Here you will be provided with full control of how much you are willing to pay per action completed. However, Facebook will provide you with a suggestive bid based on other advertiser’s behavior to give you a sense of what you should shoot for.

Delivery: If you opt for the manual bidding then you will be asked to choose between the two deliveries type, namely: Standard delivery and accelerated delivery. Standard delivery will show your ads throughout the day; while accelerated delivery helps you reach an audience quickly for time-sensitive ads.

Creating your ad: The original objective will only decide that how do you want your ad to look like. If you are interested in increasing the number of clicks to your website, then it is likely that Facebook’s Ad Manager will provide you with the click to Website ad options. 

You will be served with two different formats under this option, that is, Links and Carousels. While Links gives you the option of displaying a single image ad, the Carousel provides you with a multi-image ad with three to five scrolling images at no additional cost.

After deciding about which option to choose, you will be requiring to upload your creative assets. You need to adhere to the certain type of design criteria, you each type of ad you choose. For single image ads, you need to adhere to the following:

For multi-image ads -- also known as Carousel Ads -- Facebook provides the following design recommendations: 

Keep in mind that these are the ad options for the "send people to your website" objective.
You will be provided with different ad options for your different objectives.
For instance, if you choose “boost your post” option then you will be shown with options like Page Post Engagement: photo ad, this ad option also has a unique set of design recommendations.

After you have selected an ad type, you will be asked to identify that how you did like to display your ad. The options provided are as follows: Desktop News Feed, Mobile News Feed, and Desktop Right Column.

You will only be able to run Desktop Right Columns ads if by any chance your ad is not associated with the Facebook page.

Report on the performance: Once your Ads have started running, you need to also keep an eye on your performance statistics. You have two ways to do that either by using the Facebook Ad Manager or your marketing software. You have the option of looking at both. 

Facebook's Ad Manager: Facebook's Ad Manager is a sophisticated dashboard that provides users with an overview of all their campaigns.

Up front, the dashboard highlights an estimate of how much you're spending each day. The dashboard is organized by columns, which makes it easy to filter through your ads so you can create a custom view of your results. Key numbers like reach, frequency, and cost are readily available, making reporting on performance a no brainer. 

Your Marketing Software: You can track your ad’s full-funnel effectiveness by using your marketing software if you are using URLs with specific UTM codes.

Tracking URLs will help your marketing software keep track of how many leads, or better yet, how many customers you've gained from your advertising efforts. This information is useful in determining the ROI of this source, and can also be used to inform your targeting strategy. Learn all these through online courses with certificates.

But being a HubSpot customer, you need to create tracking codes for your Facebook campaigns by navigating to the tracking URL builder on the reports home page. All you'll need to do is plug in the URL, attach a campaign, and choose the source you want the URL to be attributed to in your Sources Report. Once your ad launches and you start getting traffic and conversions on your website, you'll be able to easily track how many visits, contacts, and customers you're generating.

A comprehensive guide which will help you to understand the nitties-gritties of Facebook Marketing. A must read article.

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Edu4sure Team

Edu4Sure, Digital Literacy is an Educational Blog. Our aim is to spread education. We have conducted more than 500 workshops in different areas like Digital Marketing, MS Excel, Analytics, Soft Skills etc. We need people support to continue our blog in Audio & Video as well so that we can spread education to each person. Kindly write to us if you can support in our aim. Our email: Partner@edu4sure.com

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