Creating one of your first Facebook Ads? Don’t sweat it. We’re here to give you a play-by-play of how to create a highly targeted campaign using one of the most effective marketing channels for paid advertising.
What’s so special about Facebook Ads?
Facebook has so much data about their 1.5 billion active users allowing advertisers to specify different audiences based on their gender, age, interests, educational background, and even purchase behavior. By using Facebook as a key part of your user acquisition portfolio, you’ll gain the ability to go after your key demographic with laser focus.
On top of this, Facebook will help you track your customers through the conversion funnel. You will know exactly how many people noticed your ads and converted as a result of your marketing campaign. Attributing the number of new customers, sales and total revenue generated from your Facebook Ads helps you justify your marketing budget.
Follow our step-by-step guide on how to create your Facebook Ad and we’ll give you tips and tricks to launch your marketing campaign as quickly and painlessly as possible!
So where do I begin creating my first Facebook Ad?
STEP ONE: Write Copy for Your Ad
Just a few clear and simple statements will actually be all it takes to communicate to the user who you are and what you’re offering. The most common mistake new advertisers make with ad copy is that they are either too vague or try to express something too complex.
Remember, people on Facebook are not there to see ads. They are there to catch up on their busy social lives. In order to attract their attention towards with your ad instead, you need to stand out.
Focus on offering very high value, like a must-have solution to a painful problem, an amazing deal, or something so unique and remarkable that they just have to pay attention (and possibly share!). And don’t forget to tell your audience what action you want them to take, such as download, signup, or buy now.
Facebook ad copy is made up of the following elements, each with a character limit:
Headline: 25 character limit
Text: 90 character limit
Description: 30 character limit
Here’s an easy copy format to start building your first Facebook ads, but you should definitely test various options to see what works best for your business
Headline: Who your company is
Text: Why people need your company
Description: What your company does
Another good rule of thumb is to speak like a human in your ads. If you read your ads aloud and it feels awkward to say, it probably won’t resonate well with your audience.
STEP TWO: Choose Images for Your Ad
The image is the most powerful component of your Facebook Ad campaign. It’s usually the first thing that people notice and it draws them in. Literally, you need an image that will catch someone’s eye as they are browsing their Facebook feed that is otherwise full of selfies, food pics, and crazy cat videos.
If you’re having trouble choosing the perfect graphic, start with a little bit of “market research”. Scroll through your own newsfeed and see which images tend to pop out to you. You may notice that the majority of those graphics look as though they’ve been taken by someone on their own mobile device, have filters applied, have high contrast and contain people’s faces. These features have been proven to draw in users.
If using custom photography isn’t an option, there are a number of stock photo websites that can provide images for your campaign. Check out 123RF.com or Stocksnap.io to start. To make stock photos feel like they are custom, you can use Canva to resize, add filters, add text, or logos to your image. The optimize for your Facebook Ad image is 1200 x 628.
One last logistical tips: The text in your graphic should not exceed 20% of the overall image content. You can check the amount by uploading your graphic to Facebook’s hand text ratio checker here.
STEP THREE: Set Up Tracking
In order to determine the effectiveness of your Facebook Ad campaign, you must implement tracking. One option is to use Facebook Ads Manager to create a pixel which is a code you place on your website to track visitors and conversions. Alternatively, SDK can be used for mobile tracking, while pixels are specifically for website tracking.
With the information pulled from both tracking methods, Facebook will aggregate the data to tell you each time you’ve received a conversion on your website or mobile app. This data will optimize your campaign and give you live numbers on how many people your campaign is attracting!
STEP FOUR: Add Targeting
Now it’s time to tell Facebook who you want to see your ads. Here are some basic targeting capabilities to consider adding to your campaign. If you want to get fancy, you can also break your campaign into different segments to show different ads to different people!
- Age: Do you want to acquire Millennials, Generation X, Baby Boomers or beyond?
- Gender: Men and women can have different preferences and purchase behavior, so it’s not uncommon to have different campaigns per gender.
- Location: Think about where your target users live and work, or maybe your product is only available in certain areas.
- Device: This is very useful if your product is only available on certain devices. For example, if you have a mobile app that launched only on iOS, you can block all Android users.
- Interests: You can target people who like your competitors, or interests related to your product.
Unless you have a very clear idea of who is your ideal customer, it can be a good idea to launch your ads with a wider targeting radius. This will allow you to see which segments of people are actually responding better than others. Very often, advertisers are very surprised that their assumptions about target demographic are incorrect. As you scale your campaigns, you don’t want to find out you’ve been advertising to the wrong people this whole time!
STEP FIVE: Load Up Your Ads
Now you’re ready to upload your ad! The Facebook Campaign Wizard has very easy-to-follow process . Simply login to your Facebook Ads account and click “Create Ad” to start.
First, you must determine the objectives of your campaign. Generally, most advertisers want to generate an app install, sign up or sales. By defining this objective, you will be able to optimize your campaign towards this goal.
Now you can consider what your budget will be for your ad. First determine how much you would like to spend to acquire each user.This is called your cost per acquisition (CPA). You’ll want to budget for 2-5x your CPA as an estimation of your daily spending budget.
For example, if you would want to acquire email sign ups at $5.00 CPA, you should set your budget to $10-25/per day. This budgeting scheme will allow Facebook to generate enough volume and conversions to effectively optimize your ad on a daily basis.These settings are a good start for beginning advertisers, but as you scale or depending on your specific needs, you may need to make some adjustments.
Now that you’ve set up your Facebook Ad, let’s take it for a test drive to see how it will perform. Launch the ad and don’t forget to check how it is performing.