How can we advertise on Facebook?

If you already have a Facebook Business Page (which you should if you don't), you can go directly to Facebook Ads Manager or Business Manager to create your Facebook Ads campaign. However, if you don't already have a Company Page, you must create one first.

In this article, we'll walk through the steps of Ads Manager. Of course, you can use Business Manager if you'd rather. See all the details in our article on how to use Facebook Business Manager.

Step 1: Select your goal

Facebook offers eleven marketing goals based on what you want to accomplish with your ad. Here's how they align with business goals:

Brand recognition: Introduce your brand to a new audience.
Reach: Show your ad to your target group as many people as possible.
Traffic: Get people to visit a certain website, app, or Facebook Messenger conversation.
Engagement: Reach more people to get more likes or comments on your posts, more people to come to your event, or more to take advantage of a special offer.
Installs: Get people to put your app on their phones.
Get more people to watch your videos.
Lead Generation: Add new potential customers to your sales funnel.
Messages: Get people to contact your business through Facebook Messenger.
Conversions: Get people to do something specific on your site, like buy something. buying something from you or signing up for your newsletter) with your app or on Facebook Messenger.
Catalogue sales: Connect your Facebook ads with the catalogue of your products that your audience is likelier to buy.
Store visits: Direct customers to a nearby physical store.

Choose a campaign goal based on what you want to achieve with this ad. Remember that if your goal is to get people to buy. (such as sales), you can pay per action, and for exposure goals (such as traffic and views), the payment is per impressions.

For this example, we are going to choose the Interaction goal. From here, we need to specify what type of interaction we want. For now, we will choose the "Like Page" option.

Some options you'll see in the next few steps will vary depending on your chosen goal.

Step 2: Choose a name for your campaign

Give your Facebook ad campaign a name and mention if your ad is related to any specific subject, like money or politics.

Click the Create A/B Test button to set up an A/B test. You can choose different versions to appear in this ad after publication.

Scroll down more to choose if you want to turn budget optimization on. This option can be useful if running multiple ad sets, but you can leave it off now.

Step 3: Set your budget and schedule

You can give your ad set a name and choose which Page to promote at the top of this screen.

Next, you must decide how much you want to spend on your Facebook ad. You can choose a daily or total budget. Next, choose your campaign's start and end date if you want to schedule your ad in the future, or you can choose to run it immediately.

Remember that running your paid Facebook ads on a schedule can be the most efficient way to use your budget, as you can choose to show your ad only when your target audience is most likely to be logged in on Facebook.

Step 4: Segment your audience

Scroll down to start figuring out who your ads are meant for.

The first choice is to add a custom group of people. Who has already engaged with your business on or off Facebook? We have a separate guide to advise you on Facebook Custom Audiences, so in this article, we'll focus on targeting options.

Start by selecting the age, gender, location, and language. Then, under "Location," keep in mind that you can choose to include or not include cities of a certain size.

As you make your choices, keep an eye on the audience size indicator on the right side of the screen. It will give you an idea of the potential reach of your ad.

You'll also be able to see an estimated number of Page Likes. These estimates will be more accurate if you've run campaigns, as Facebook will have information. Remember that these are only estimates and not guarantees.

Now it's time to move on to a more specific grouping. Remember: effective segmentation is key to maximizing ROI (return on investment) and various ways to segment your audience through paid ads on Facebook.

You have two fields here to make your audience as specific as you want:

Detailed targeting: Use this field to include or exclude people based on their demographics, interests, and behaviours. You can be as specific as you want. For example, you can target people interested in meditation and yoga, but people who want to do hot yoga are left out.
Connections: You can include or leave out people who have an existing connection to your Facebook Page, your app, or an event you've managed. For example, you should select "Exclude people who like your Page" to reach a new audience. If you want to tell people who already follow you about a new product or deal, select "People who like your Facebook Page" to reach people who already know your brand.

Step 5: Choose your Facebook ad placements

You can choose where your ads will show up by scrolling down. If you're new to advertising on Facebook, automatic placements are the easiest way. If you choose this option, Facebook will put your ads on Facebook itself., At times, Instagram, Messenger, and the Audience Network are most likely to get the best results.

Once you get more experienced, you'll probably want to place your Facebook ads in specific locations. Your options will vary depending on the campaign objective you choose, but may include the following:

Device types: Computer, mobile device, or both.
Plataforma: Facebook, Instagram, Audience Network y/o Messenger.
Placements: Home Pages, Stories, In-Stream (for videos), Search, Messages, Instant Articles, Sites and apps (external to Facebook).
IOS, Android, feature phones, or all mobile devices and operating systems.

Step 6: Set up brand safety and cost control

Scroll down to the "Brand Safety" section to remove any content that might not fit your ad.

You can, for example, choose to stay away from sensitive content and add specific block lists. Some websites, videos, and publishers can be left off block lists.

Finally, you can optimize your ad bid strategy and type and add an optional bid control. Again, you can start with the default options if you're new to Facebook advertising.

If you're more experienced, adjust the options here to match your budget strategy to the goals of your campaign.

When you're happy with your choices, look at how many people you might reach and how many of them you might convert.

You can also get services from facebook advertising company if you are new to facebook marketing.

Step 7: Create your ad

First, choose the format of your ad. Then write the text and choose the audiovisual components. The formats available will vary depending on the campaign objective you selected at the beginning of this process.

You can get creative, and if you're working with an image, try clicking Convert to Video to create an animated short. Or click Slideshow to create a slideshow ad with the built-in video creation kit.

Features of Facebook advertising

You need to consider many details when preparing the images and videos for your advertising on Facebook. Since these details change often, we've compiled them into a separate posts and regularly updated Facebook ad sizes. We will prefer you Mavenup Creatives, as it is the best internet marketing agency. It will lead you to a successful and leading business.

We have a free set of 16 Facebook ad templates you can use to create ads in just a few minutes.

Text Features and Objectives for Facebook Ads

To plan effective ads, you must remember the number of characters allowed. Anything that goes over these word counts will be taken away.

Also, you must understand what types of Facebook ads work with your ad campaign goals outlined above.

Image ads

Title: 40 characters
Link description: 30 characters
Body of the 125 characters total
Campaign Objectives: All except Video Views

Video ads

Title: 40 characters
Link description: 30 characters
Body of the text: 125 characters
Campaign goals: all except catalogue sales

Ads in Facebook Stories

Text: No character count set. Leave 250 pixels of no text at the top and bottom of your ad.
Campaign Objectives: All except engagement and store traffic.

Carousel Ads

Title: 40 characters
Link description: 20 characters
Body of the text: 125 characters total
All of them except for "engagement" and "video views."

Slideshow Ads

Title: 25 characters
Link description: 30 characters
Body of the text: 125 characters
Campaign Objectives: All

Collection ads

Title: 40 characters
Link Description: N/A
Body of the text: 125 characters
Campaign objectives: traffic, conversions, catalogue sales and store visits

Instant Experience Ads

Text: Text blocks of up to 500 words each
Text button: 30 characters
Campaign Objectives: All except the Generation of potential customers (leads).

Messenger Ads

Title: 40 characters
Link Description: N/A
Body of the text:125 characters' total
Traffic, App Installs, Conversions, Catalog Sales, and Messages are the goals of a campaign.

Cost of Facebook Ads

How much does advertising on Facebook cost? The answer is: it depends.

Time of publication: The month, day and even time can affect the cost of the ad.
Bid strategy: Whether you choose the lowest cost or a specific bid limit.
Ad placement: Higher competition placements cost more.
Ad Relevance: Low scores in your ad's Engagement Rank, Quality Rank, or Conversion Rank can increase costs.
Target Audience: Higher competition audiences cost more.

Taking this into account, Ad Espresso figured out the average cost per click for Facebook ads in the third quarter of 2020. If you look at the average costs (in dollars) by campaign goal, they were:

Impressions: $0.98
Range: $1.03
Lead Generation: $0.67
Conversions: $0.25
Link Clicks: $0.16

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