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Beginner’s guide to Facebook Ads in just 10 steps

Facebook Advertising at a glance:

  • Have you wondered how to promote your business/page effectively on Facebook and Instagram?
  • Are you dismayed with your page’s organic reach and growth?
  • Are you looking for effective ways to run Facebook ads with minimal third-party guidance?

If you’ve answered YES to any of the above questions, look no further. You are on the right place to find your answers. By the end of this article, you would have a fair amount of idea to run your Facebook ads ON YOUR OWN!!

First things first, this post is only a brief and quick guide to launch Facebook ads, we are making no promises on your KPIs. 😀

The best way to advertise for your business would be to run few test campaigns with a limited budget, analyse the performance and set your benchmarks and KPIs. Okay, so let’s get started..

Step by step guide:

  1. Create an account in Facebook Business Manager and connect your business page.
  2. Create an ad account in Business Manager, choose the currency and timezone and proceed to add your payment method to your business. Click on Business Settings you see at the top right corner and select ‘Payments’ from its left side menu.
  3. You can add additional people to your Business Manager and additional assets such as Instagram account or apps from your Business Settings. After settings, your business account page should like this.facebook ads manager

    Level 1- Facebook ads:

  4. To make your first campaign, click on ‘create’ campaign and switch to guided creation for an easy understanding over different ad objectives that are provided in the platform. The platform provides multiple objectives, broadly segmented into Awareness, Consideration and Conversion categories.
  5. Choosing the right marketing objective is the most crucial step for making a successful campaign. You need to understand where your business/product is placed in the marketing funnel and then formulate your objective. You may want to run ads combining two, three objectives as part of your overall activity such as Awareness in the beginning and Traffic consequently. In that scenario, treat your individual campaigns as subsidiaries to the overall final objective to keep communication consistent.
  6. After selecting objective, name your campaign with proper annotations such as month, year, objective and product/idea of the campaign. This will be helpful for your easy identification and navigation across multiple campaigns in Business Manager. If your ad account setup is incomplete, finish it at this stage. Choose the account country, currency and timezone and proceed to make your first ever campaign!!naming of campaign - facebook ads

    Level 2- Facebook ads:

  7. A Facebook campaign comprises of several adsets, each can have it’s own targeting, placement and budget different from the other adsets. But remember, all the adsets, part of the same campaign, will have the same objective that is chosen in step 5. Name your adset such a way that you can differentiate among different adsets with their names. For example, an online sports store in Bengaluru, India which is targeting its ads to customers can make different adsets based on the genders, age groups, platform (Facebook or Instagram) etc. In this example, I would name one of the adsets as ‘FB | Male | 18-35 ‘. This way, I can make customized ads for males and females and use my budget effectively.
  8. The next step is to choose your audiences, whom you want to target with your ads. You can target based on location, age, gender, language. This is the demographics targeting. You can also target based on specific interests of your audiences such as sports, fashion etc. This is the interest targeting. The other type of targeting is custom targeting, where you can target specific audience lists that are more relevant for your business. For example, website visitors or email subscribers list etc.
  9. The placement of your ads is an important decision to make. The platform provides a plethora of placement options for Facebook, Instagram, Audience Network and Messenger. Be careful to choose the placement as each of them may have a different media requirement. You will find the specifics of the media on the platform itself. You can also separately target Android, iOS devices and feature phones.
  10. The last but not the least, is the budget & schedule step. You can choose daily or lifetime budget, as per your preference. Setting daily budget will be little cumbersome compared to lifetime budget as you have to set your budget everyday. Lifetime budget, on the other hand, once allocated for the given period of days, will take care on its own, to use the budget by the end of the campaign. (in most cases, however if your audience size is too small for the budget to be spent, there will be budget leftovers). Scheduling will allow you to choose start and end dates and times for your ads and also allows you to exclude certain parts of the day. Optimization for ad delivery and bid strategy techniques for your campaign is another topic on its own. For more details on that, please reach out to me.

Level 3- Facebook ads:

Phew!! Finally, you are done with the major part of setting up the campaign. Now, go ahead and choose the ad format you want(carousel, single image, video etc) and provide the necessary text and media for the ad. You can preview your ad how it looks from the ad preview at the bottom corner. Double check everything and review it before clicking on the ‘confirm’ button.

That’s about it folks. Go ahead, give it a try and let me know how your Facebook ads turned out.

Cheers 🙂

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