Today I’m going to show you how to create your first ad on Facebook.
Are you asking yourself why?
I have decided to write this Facebook advertising guide because Facebook is one of the best platforms to get targeted leads for your business. And do you know the best part?
You can get your ads running from scratch in less than 30 minutes.
And today I want to show you how to get your first one up and running step-by-step.
If It Wasn’t For My First Experience I Wouldn’t Be Writing This Facebook Advertising Guide Now
Before starting I want to tell you about my initial experience with Facebook ads.
Because I want to make sure you avoid the mistake I made when I started using them…
Thinking that they would “automagically” work with minimum effort…wrong!
Facebook Ads can be extremely powerful to help you drive traffic to your website, as long as you:
- Understand how to use them efficiently
- Know how to track their progress
Underestimate the two points above and you will end up wasting lots of money…
We don’t want that, right?
Don’t Start Without an Objective in Mind
When you create a Facebook Ad you can choose between different types of ads depending on the goal of your campaign.
Are you promoting your Facebook Page?
Do you want to send clicks to your website?
Would you like to get leads via your landing page?
So before creating your campaign really think about the goal you want to achieve with it.
Based on that you will choose the most suitable campaign type.
Also remember that most of the time people are on Facebook to check updates from their friends or read about the latest trends but definitely they are not there to buy (at least until now).
Have you ever thought to login to Facebook when you are trying to find a new pair of shoes?
Keep this in mind when you create your campaigns and use Facebook to increase engagement with your audience or to get email signups.
The Importance of Identifying a Target Audience
Who is your ideal prospect?
Don’t even think about creating your first ad before answering this question.
Your Facebook advertising campaign is based on a clear understanding of your target audience. Underestimate this step and you will end up with a campaign that will cost you a fortune and that won’t convert…
And having a clear idea of your target audience is not only important because Facebook asks you to define who will see your ad based on location, age, gender, language and interests.
Think about it:
Your ad copy and your landing page are entirely based on your audience…the message changes based on who you are talking to, right?
Let’s say we are planning to promote content related to personal training.
Our target prospect could be a “Men between 20 and 40 who lives in US and who likes the Men’s Health magazine”. As you can see, when you create your campaign is really important to have clear in your mind the profile of your target prospect.
As soon as you define your target, Facebook calculates the estimated daily reach of your ad.
It’s important to test your ads to understand what the ideal reach is for your ad to be effective.
As a rule of thumb, keep your audience around the 10k mark.
Are you thinking about targeting an audience of millions of people?
Don’t even try, it’s a sign that your audience is not targeted enough and the performance of your ad will be very poor.
And what happens when Facebook sees poor ads?
The cost of your ad increases and imagine what could happen if you don’t keep an eye to your daily budget…exactly!
Where Should You Show Your Ads?
Is this really so important?
More than you think, showing your ad in the right place has huge impact on ad performance, ad cost and ultimately on your CPA (Cost Per Acquisition).
The CPA is basically the amount of money you spend on average to acquire a single lead (e.g. to get someone to signup to your email newsletter).
So, what is the best placement for your ad?
You will only know it as soon as you start your campaign…
Keep it running for one day to start collecting metrics like impressions, clicks and conversions. This will help you understand how your ad is performing.
At the beginning is good to start with the news feed that tends to generate more engagement.
You can then try other placements as soon as you become more experienced. Remember to create separate advert sets for each placement otherwise you won’t know which one converts.
When you create your advert set, you have two choices:
- Trust Facebook’s automatic placements.
- Edit placements.
I suggest to edit your placements because this allows you to show your ad only in the places where it proves to work well.
As I said before, you can use the following approach to compare how your ad performs in the feeds and in the right column:
Create two advert sets within the same campaign where you only change the placement. This approach is called split-testing and is a common technique used in Digital Marketing (not only with Facebook Advertising).
The purpose of split-testing is to test the effect that small changes have on the performance of a marketing strategy.
Spend Your Advertising Budget Wisely
So, you have configured your audience and placements.
It’s now time to tell Facebook how much you would like to spend daily for your ad.
If the first thought that came to your mind right now is “I have no idea!”
Then you really need to come up with a number, think how much you are willing to spend weekly and monthly. It will make it easier to calculate your daily budget.
When you create your first campaign don’t be tempted to invest too much money just because you want to see quick results.
Let’s say you have £10 (or $10) to spend daily…
Instead of allocating all the money on a single ad, create 4 different ads and allocate a daily budget of £2.50 (or $2.50) to each of them.
Then run your ads for one day (sometimes even a bit longer depending on the impressions that your ad gets). This will show you which ads are converting and which ones are not bringing any leads.
At this point disable the ads that are not performing well and reallocate your budget across the remaining ads.
Iterate this process until you identify one or two ads that perform well enough and that you can now run for longer time possibly allocating more marketing budget to them.
Be Creative With Your Ad Copy And Images
What is the Ad Copy?
The term Ad Copy refers to headline, text and description of your Facebook Ad.
If you don’t have lots of experience in Digital Marketing your first ads will probably suck!
Don’t worry about it, you will become better with time, the important is to always make the effort to think how to make your ad copy interesting.
And if your ad is not converting don’t blame Facebook, look at your copy and think if your offer is irresistible.
Would you be attracted by your offer while on Facebook?
Remember, always differentiate your copy from other Facebook Ads created by your competitors. Stand out!
When you create your ad Facebook will ask you to specify the following:
- Headline: this is the text that has the biggest impact on people’s attention so make sure to come up with something that quickly attracts your audience.
- Text: give more details about the product or service your are promoting (once again, try to be “different”)
- News Feed Link Description: long description that is only shown in the news feed and that can be used to really engage with your prospects.
- Website URL: destination URL users are sent to as soon as they click on the advert.
- Display Link: user friendly link shown in the advert. This is used because very often the link to your landing page might not be very user friendly.
- Call To Action: this is a button that explain those who see the ad what the next step is (e.g. Learn More, Book Now, Sign Up).
And now let’s cover the element that can transform your Facebook Ads performance!
The visual component…the image or video you use as part of your ads can really make the difference.
Let’s say your ad has a single image, make sure the image is so unique that is able to attract people’s attention and make them curious enough to click on your ad.
One tip to choose your image, instead of showing a picture of your product show actual people using your product because this will connect more with your audience.
And one last thing you might not think about.
Split-testing is not only applicable to placements as explained before, you can also apply it to your ad copy and images.
I strongly encourage you to split test as much as you can, the more you will do it the more you will be able to optimise your ads, pay less for your marketing and get more conversions.
I hope this Facebook Advertising Guide has helped you get started and leave a comment below if you have any questions specific to your campaign.