A Beginner's Guide To Using Facebook Ad Manager

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Businesses, freelancers and professionals use Facebook platform for promoting and advertising about their services and products. Facebook's huge user base gives you the opportunity to leverage the expanded reach of this popular social networking giant. Creating and managing ads on Facebook is not that difficult and with little or no guidance even a layman can get accustomed to it in no time. First of all, you must know the basics of creating an ad on Facebook. Once you're familiar with basic ad creation life cycle, you can easily use Facebook ad manager to get more leads and conversions. It has a user-friendly ad creation wizard (including a power editor), detailed ad performance reports and expenditure tracking system to easily control and optimize your campaigns and ads. You don't need loads of cash to get started with Facebook ads. You can create time-based ads with limited budget to control your spending. Here's a step-by-step beginner's guide that will equip you with enough knowledge to get started with advertising on Facebook.

Type of ads supported by Facebook

You get lot of flexibility while creating an ad on Facebook. Generally, when you're advertising with other platforms, the final destination of the visitor is a publicly accessible web page on internet. But an ad on Facebook can have different types of destinations depending on your requirements.
  • External URL - This one is quite obvious and simple. If you want your potential customers to land on a target web page external to Facebook, you can mention that URL as the final destination page. Make sure the external URL adheres to Facebook advertising guidelines.
  • Facebook page - This one is also self explainable. Large numbers of advertisers use ads to promote their business page on Facebook. In such cases, you must provide the address of your Facebook page as the target destination.
  • Facebook application - Power users can also build their own customized Facebook apps and can divert traffic to these apps through their Facebook ads. This way you get the freedom to give a dynamic experience to the prospects right on the Facebook platform.
  • Events - You can also use Facebook ads for diverting the traffic to your Facebook event. This can bring more participants and prospects to your business event and can make it hugely successful in a small budget. You must ensure that the event is public and accessible to everyone.
  • Places - You can also use the combination of Facebook Ads and Facebook Places to get more audience at the desired place where your business event or party is going to be organized. This is an ideal option to gather local audience to a physical destination through local geo-targeted Facebook ads.
While using Facebook page as the promotion target, you can also configure timeline, a specific post, custom tabs or photos within the page where the incoming traffic will land after clicking the ad. Similarly, if you're using Facebook application as the target you can either choose to divert traffic on the main application dialogue (for new users) or you can opt for diverting the prospects to stories posted by app users.

Vital ad creation parameters

I won't discuss about very basic ad creation parameters like ad title and description. These basic elements are easily understood by new advertisers. But there are some important parameters that must be configured properly to make most out of your ad campaign. Slight change in these parameters and an inappropriate or irrelevant entry can completely destroy your ad campaign. This can waste your hard earned money as the ad campaign will not be as effective as it should be. So here are some essential ad creation parameters that must be filled properly to get a performing ad.

Selecting audience interest

Audience interests - Although this parameter is simple to configure, still large number of advertisers fail to utilize it correctly. For an ad to be successful, it must receive qualified traffic that is genuinely interested in knowing about the advertised service or product. There's no point selling laptops to a street fruit cart vendor. That's why Facebook lets you select the precise interests of the target audience so that you receive qualified traffic and the conversion rate is healthy as expected. You can select multiple interests to broaden the audience pool.

Demographic targeting - Another important factor that creates high performing ads is thorough research of demographic attributes and supplying the most optimum demographic information while creating a new ad. This is like drilling down through a large audience segment and precisely selecting the most qualified and relevant prospects. Facebook lets you specify good number of demographic attributes to fine-tune your audience selection process.

Demographic ad targeting

You can select the gender preference, education level, relationship status and several other vitals parameters to select the right audience for your advertisement. You must thoroughly research and consider the implications of selecting these parameters as they directly affect the performance of an ad. If your ad is not performing well, you can pause it and can make changes in these parameters to test various combinations. This is quite similar to split testing and helps you in optimizing your ad's performance.

Ad budgeting and payment model - This is one of the most important parts of ad creation process. Your budget and ad running schedule also plays a big role in creating a successful ad campaign. If you're running multiple ad campaigns, you must give a unique and easily recognizable name for each campaign. You can create a name template to generate multiple yet unique names for similar kind of ad campaigns. Failing to formulate a naming scheme for campaigns can lead to confusion and managing these ad campaigns can become a headache for you.

Ad pricing model

You can also set the budget for each ad campaign. If you have limited budget, you should set a lifetime budget for the entire duration of the ad campaign. This ensures you're not charged extra in case you run out of maximum threshold. You can also opt for daily budget model that requires you to set the maximum budget for each day. This is yet another way to limit your spending on an ad campaign. The next extremely important parameter is the ad running schedule. Wrong ad schedule creation can lead to poor or nil ad performance. Some ads perform really well on weekdays while others bring more leads at weekends. You must consider the day and time when your targeted audience is most active on Facebook. Once you've deduced that, make sure you mention the precise ad running date and time so that it reaches maximum people at the right time of the day.

And last but not the least is the pricing model that must be specified before you can run your ad campaign. If you're simply interested in reached the maximum possible audience, you should choose cost-per-thousand impressions (CPC) model. On the other hand, if you're more interested in clicks and actions by the visitor, you should go with cost-per-click (CPC) model.

Understanding ad campaign report

Whether you're running a single ad campaign or going for several ad campaigns, unless you do not master interpreting the ad performance reports, you can't optimize or cancel your ad campaigns in time. These reports give you detailed information about various ad performance related parameters so that you can access the progress and effectiveness of your active ad campaigns. The most important metric a new advertiser is interested in is the amount spent and the number of clicks received by the ad.

Facebook ad campaign report

To measure the effectiveness of any running campaign you must pay attention to the click-through-rate (CTR). If it's too low, probably your audience targeting is not correct. You must also pay attention on social reach and actions taken by the incoming traffic. These actions determine the real success of your ad campaign as it tells about the actual action taken by the visitor after clicking your Facebook ad. If these figures are very low, you can immediately stop your ad campaign and can analyze each parameter given in the ad. Once you've spotted the weak link, change that parameter with an optimized value and rerun the campaign with all the modified values.

Miscellaneous guidelines to create a successful Facebook ad

If you're already running or plan to run ad campaigns on Facebook, you must check and try to implement these simple tips to get more out of your ads. These guidelines are easy to apply and save your money giving more returns for your business.
  • Do not create an ad until you've well researched about your target audience on Facebook.
  • If you're creating a new ad, always opt for daily budget model.
  • Carefully analyze your ad performance reports once every 24 hours.
  • Research about the most active days for creating an effective ad schedule.
  • If possible, hire a professional to write ad title and description.
  • Create optimized landing tab or page for your ad campaign.
  • Always review your newly created ad before placing the order.
  • Always work on the rinse and repeat model to effectively leverage this promising advertising platform.


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