Step-by-Step Beginner’s Guide to Facebook Advertising
Small and medium-size brands are rushing to Facebook advertising. It is one of the most effective advertising platforms ever created. Do you know that more than 5 million businesses advertise each month on Facebook? With its reach and targeting, your chances of reaching your target audience are much higher compared to traditional marketing or other social media marketing platforms. You could be in any business, and still, find a way to market yourself through Facebook.
Setting up your business on Facebook is fairly simple. In the beginner’s guide to Facebook Advertising, we will take you from creating your business profile to setting up and analyzing ads. We have divided the guide into sections so just skip through the sections that you are already informed about. The guide easy to navigate and simple to understand but too much content can still get overwhelming. So, it’s best to keep doing as explained while reading.
We will cover the following points in this guide:
Follow these steps to successfully advertise on Facebook:
Click on this link to go Facebook Business. Once you are logged in, you will see the screen as below.
Enter your business name and press Continue. You will be directed to screen below. Enter your name and business email and press Finish.
Congratulations! With this really easy step 1, you have set up your Business Manager Account on Facebook!
Step 2: Add your Business Page in Business Manager
After completing step 1, you will see the screen below:
When you click on Add Page, you will get three options. If you already own a page, add your page by selecting the option on the left. If you do not own a business page, then click on create a new page on the right.
Once you click on Create a New page, you will be taken to the following screen.
Based on your business type, you can select the category. Choose your company name as your Facebook page name and add additional company details.
For example, if you select Local business or place, you will see something like below and you can enter your business details and select your category.
Your playground is ready now, so let the game begin!
Let us look at each aspect of setting up a business page in a concise manner so you can be done within minutes.
You will see the About section on the left side of your page below your profile picture. Fill your details here including website, phone number, email, your company’s bio, address. Look at the example below for a better understanding.
- Profile Picture:
Click the camera icon in the bottom right corner of your profile picture and upload image. Best practice is to select your logo as the profile picture of your business page. Facebook display the profile picture size on computers as 170×170 pixels, on smartphones as 128×128 pixels, and on feature phones as 36×36 pixels.
- Cover Photo:
Click the camera icon n the bottom right of your cover photo and upload image. Be creative and mindful of your cover photo content. The image should represent your page with minimum text. Cover photos must be at least 399 pixels wide and 150 pixels tall.
You will find the Shop tab on the left side of your page, below the profile picture. It’s a must-use feature if you deal with a variety of products. You can add product’s name, price, description, photos, and videos. The image below shows how the shop feature looks like.
Click on this link to read Facebook guidelines to set up a shop.
You will find the Services tab on the left side of your page, below the profile picture. If you are an accountant, lawyer, doctor, or in any service business, leverage this section to add your services. The services tab looks like this while adding details.
You will find the Groups tab on the left side of your page, below the profile picture. Facebook groups are an excellent way to reach your customers without advertising. To learn more about Facebook groups and its advantages, click here.
Additional page settings to take care of:
|Page Settings Element||How to edit?||Description|
|General Settings||On the top right of your page, click on Settings Tab and then the top left, click on General||You can do some important settings here like country restriction, age restriction, post in multiple languages, similar page suggestions, etc. Go through the list carefully and change settings as per your business.|
|Messaging Settings||On the top right of your page, click on Settings Tab and then the top left, click on Messaging||Set instant replies and responsive messages from here. Very useful if you can’t attend your customers throughout the day.|
|Instagram Settings||On the top right of your page, click on Settings Tab and then the on the left, click on Instagram||If you have an Instagram profile, you can connect your business page with your Instagram profile.|
Now that you are done with the very basic setup, your FB business page is ready to post some valuable content. You need to create posts on your page before inviting people to join so when they open your page, they have more than just a profile picture and cover photo to look at.
There are multiple ways in which you can create a Facebook post. If you select Write Something on your page, you will get the following options:
The organic reach of creating an event or an offer is good on Facebook, so if you want to reach your audience some days without Facebook advertising, you can create event or offer. When people accept an invitation, a lot of their friends can see that they have accepted and you get more organic clicks. You can boost your photos or videos directly from your Facebook page also after you have created an Ad account.
Some points to note:
- The timing of your post is important and you must publish or schedule publish depending on that.
- Post your best content. No matter whatever you do, a lot comes down to the right content. And, if you can give your best content to your customers, you are playing a fair strategy in the long run.
- You can pin your post to the top of your page, so if there’s an offer or event or any promotion going on, you might want to pin that post.
If you are planning to do Facebook ads with just one person liking your business page (you), it’s going to be hard. When people open your page and see a page with hardly any likes, the probability of their liking or following you reduces exponentially. On the other hand, if you invite as many people as you can to like your page, you will be able to add credibility to your page.
There are few ways you can get people to like your page.
First, invite your Facebook friends. It’s easy and you could use some support/sympathy from your friends and relatives if they like your page. Your first few likes are important so don’t hesitate to bribe them if required.
On the right side of your page, you will see this option. Select friends you want to invite to like your page.
Second, send emails to your existing list. If you already have a list of your customers, send them an email announcing that you are on Facebook. If necessary, tell them you are ready to give them a 5% coupon if they join your page.
Thirdly, promote your page just wherever you can. Link it to your website. To your other social media pages. Go crazy promoting yourself.
Go back to your Business Manager, and click on Add Ad Account.
After that, you will see this screen. If you already own an ad account, add it to your business manager. If you do not, then create a new ad account.
Once you click on Create Ad account, you will see the screen below. Enter the name, time zone, and currency here.
After your Ad account has been created, you need to add payment method.Select the settings icon on the top right of your business manager.
Select Payments from the top menu and then click on Add Payment.
Follow the on-site instructions and add your card details.
Some points to note:
- It’s best to add multiple payment options. If in case any of your cards reach its limit or is blocked, your ads can continue running.
- Set up your account spending limit. This will come in handy if you have members or agencies managing your ad account. Set an optimal amount so that you don’t have to update it often or keep resetting it.
You can add your employees, advertisers to your Business Manager and give them access to set up ads for you.
Follow the steps below to give access to your business account.
On your Business Manager, click on Add People.
You will be directed to screen as below. Add the email address of your employee and click on Add people.
In the next page, you will be able to edit the role of the person added. You can give them the role of editor, moderator, advertiser, and analyst. Based on your requirement, select the page role.
Follow the on-site steps after this and you will be successfully adding people to your account.
Coming to the primary section of Facebook advertising guide, we are going to learn how to create ads here. This section is little longer than other but the steps are easy to understand and practice.
Click on this link and it will directly take you to Ads Manager where you can create your ad. Your screen will take you to the page as below.
The marketing objectives are divided into 3 categories:
- Awareness: These ads will help you generate interest in your product/ service.
- Consideration: These ads will help you get people more interested while increasing engagement, traffic.
- Conversion: These ads will encourage people to buy your product/service.
All the different ad types have a different purpose, platforms, and ad formats available. Click here to learn more about different ad types.
Based on your marketing objective and the ad platforms you want your ad to reach to, you can decide your ad type. Once you decide your ad type, follow the following steps.
- Give your campaign a name and click on Setup Ad
- Set your Ad set Name and select if you want to drive traffic to a Website or an App
- We will understand audience targeting in the section below. Till then, continue reading next steps.
- Select your placement method.Placement method means the platforms where your ad will be displayed. The platforms could be Facebook feed, Facebook Messenger, Facebook right-hand column, Instagram stories, Instagram feed, audience network. By default, Facebook selects its own placement methods and it’s best to select this if you are new to Facebook ads and unsure of the platform that will generate best results for you. After few ads, you can select your own placement method.
- Select your budget & schedule. Your daily budget is certainly one of the trickiest parts of Facebook advertising. If you haven’t played much around with FB ads before, it’s best to start with as low as US$ 5 per day and see how your ad performs. Keep your expectations low and experimentation high to improve results. Also, set your start day and end day. Sometimes you have to run an ad for a week to see if it actually makes sense or not.
- In optimization for delivery, set your bid type to Automatic and change when you get charged to Link Click (CPC). You have to spend a minimum of US$ 10 from your ad account to enable CPC. As per Facebook rules, some objectives may not allow CPC and you are charged based on impressions made by the ad. Select delivery type as Standard.
- Continue to go to the next page and set an Ad name.
- Select your Page that you want to advertise for and also select the Instagram account if you want your ads to be displayed on Instagram.
- Select your ad format now. If you are in a service industry, an image or a video ad should be your best bet. If you are in retail or travel, you can also try carousel and collection as you can show off your variety and prices of products. There are built-in templates for collection that you should try.
- After you have added your images/video, next step is to add text and headline. Keep checking desktop/mobile preview to make sure that your text has not been missed out. Add URL to the page where you want your customers to land after they click on the ad.
That’s it! The elaborate process of creating ads is now finished. As a result, you know all the necessary steps to create your own Facebook ad. In the next section, we will cover another very important topic – audience targeting.
This is definitely the most interesting section when it comes to creating a Facebook Ad. This is where you get to know how well or how less you know about your audience. Sometimes you might need to create similar ads for different audiences to see which audience has a better conversion rate.
Follow the steps below to learn how to correctly target your audience while creating your ad:
- Click on Create New to create a new audience.
- Next, select your audience location. Now, you can do two cool things here. One is that you can select locations that you want to include as well as locations that you want to exclude. It is really helpful especially if you happen to figure out certain parts where your products don’t do well and you don’t want to spend your money there. A second cool thing you can do is you can select if you want to show your ad to people who live in that location, or currently in the location, or traveling to that location. This can be extremely useful if you are in a traveling, hotel, tourism business.
- Select age, gender, and language preference based on your target audience.
- The detailed targeting that Facebook can offer you, you will not get that chance anywhere else. Look at the pictures below to get an idea of what level of detailed targeting is now possible on Facebook.
- You can also add a connection type by including or excluding people who have previously liked your ad, downloaded your app, liked your page, etc.
- Once you have tried all combinations to select your specified audience, don’t forget to save your audience.
Facebook provides free insights to all your promotion and it’s just beautiful because they literally have everything covered. You can check the performance of your ads, your audience demographics, date & time when your audience is active, how your competitor pages are performing compared to yours, how is your response rate to your customers. They have everything covered.
To check your page insights, go to your Facebook page and click on three dots below the cover photo and select Insights tab.
You can go through all the insights that Facebook provides to advance targeting and reach more and more customers. Here are some examples that show the level of insights provided by Facebook.
So, you’re almost done with the beginner’s guide to Facebook Marketing. If you have made it this far understanding all the concepts, then I can guarantee that being persistent and analyzing your ads effectively will take your business where you dream it to be.
Last but certainly not the least, we are here to share some secret proven practices with you.
- Set up Facebook Pixel: Facebook Pixel will make your ad reach the right people and track conversions from your ad. Facebook pixel is crucial if you want to improve your website sales or app downloads because it helps you create lookalike audience. And, we have seen in so many projects that sales increase a great deal when you set your targeting to lookalike audience. Learn more about creating a Facebook Pixel.
- Create great content using Canva: Canva has many free themes and it is amazing and simple to create your image posts and ads. They have themes for all social media platforms including the Facebook cover photo, Facebook ads, Facebook post. They also let you easily upload pictures and save your designs so you can use them anytime. You don’t need to be a designer and you can create colorful and attractive ad images with Canva.
- Try running the same ad with different audiences: If you are not sure about your target audience, then try the same ad with multiple audiences and see which one works. Later, you can stop ads with audiences that are not generating money and put more money in audiences who are interested in buying your products.
- Give something free/ give discounts: Keep reminding yourself that people are not on Facebook to shop. They are there for their personal time. So, if you put expensive products directly in front of them, they might just ignore it. But, if there’s a free giveaway for their email or subscription, people are willing to try it. If there’s an attractive discount, they are willing to click on the link. Free and discounted product ads are very successful provided you have something to offer.
- Use the power of stories: People love stories. They love to hear how you rebuilt something, how things changed. Therefore, give them a story before introducing your product and see for yourself how it works like a charm.
Finally, we’re done here with the beginner’s guide to Facebook Advertising here. We hope that you did not lose yourself between all the information and you are on your way to successfully creating your first Facebook ad. We’re open to any doubts or problems you face while implementing the guide, so if you have any confusion just leave it in the comments section and we will be there for you!