In addition, using Facebook Ads Manager, you will get insight related to the ads, so you will see the number of clicks, conversions, reach, etc. Ads Manager also helps you set up the daily budget and total budget, so you can easily manage and limit the costs of the campaign. All of the information in the Ads Manager can be exported in the form of a report, which is perfect for you to analyze the performance of paid advertising and determine if this strategy is something you should pursue in the future.
If you want to create an ad on Facebook, you can either use the Ads Manager or the quick option Create Ads available in the drop down menu.
The first part of creating an ad is to choose the goals you want to achieve with the campaign. The goal will affect the ad itself, so it is advisable to choose and set a realistic goal you want to achieve. The options include:
- Awareness (brand awareness, local awareness, reach)
- Consideration (traffic, engagement, app installs, video views, lead generation)
- Conversion (conversions, product catalog sales, store visits)
By selecting one of these goals, you will access a new set of options to customize your add and encourage people to click, engage, install, buy, etc.
In order to illustrate the process of setting up an ad on Facebook, we will choose traffic as the campaign goal. Once you select this option, you will choose the page you want to promote and click on “Continue”.
Now you will need to follow several simple steps in order to provide the information about your ad and choose the budget for the campaign. You will first choose the campaign name. Then you will provide account information including country, currency and time zone. The next step is to provide details about your audience. You can target by location, age, gender, languages, as well as use detailed targeting options, which include targeting based on interests, demographics, behavior. You also have connections, meaning you can target people based on Facebook page likes, app installs, and events. Detailed targeting allows both including and excluding people from your target group. On the right side, you will see estimated traffic and daily reach.
The next step includes placement settings, budget, and scheduling. You should have in mind that automatic placement option with Facebook ads means that your ad may be placed on Facebook, Instagram and Audience Network, depending on the estimates where the ad is likely to perform best. You could also edit placements and choose platforms and device types you want.
Now you come to the actual process of creating the ad. You should first choose the ad format. The following formats are currently available:
- Single image
- Single video
It is time to choose the text, images, and links that appear in the ad. Ad preview is available on the right, includng all of the places where the ad will be shown. So you can see how your ad looks like on desktop or mobile news feed, Instagram feed, audience network banner, etc.
Adding a CTA button is optional, but it can help you increase the number of clicks.