Advertising on the internet is one of the best ways that companies have found to boost their sales, something that is more important than ever due to the delicate situation caused by COVID-19. Therefore, in this post, we explain one of the most effective ways to advertise online: create ads on Facebook.
Guide to creating ads on Facebook
1. Access the Facebook Ads Manager
The Facebook Ads Manager will allow you to have better organized your ads, also offering you expanded statistics and by campaigns.
It is true that you could also promote a post directly from your company page, using the ‘Promote Post’ or ‘Promote’ buttons. This can be easier if you start from scratch, but if you want to have more options when choosing placements in which to show your ad, targeting or advertising objectives, you should create your ads from Ads Manager.
2. Start creating your ad
To start creating ads on Facebook, click on the ‘Create’ button that you will find in the upper-left corner of the Facebook Ads Manager.
3. Choose the goal
Next, choose your campaign goals. These will be grouped into three types: recognition, consideration, and conversion. Depending on what you want to achieve with the ad, you will have to check one of the following options:
Recognition. Ads that are optimized in order to grab people’s attention. Within this objective, you can mark ‘brand recognition’ (the ad is shown to the people who have more possibilities to pay attention to it) or ‘reach’ (it is shown to the largest number of people possible, within the marked budget).
Consideration. Use the consideration objective if you want to increase interactions with users. You can also choose the subtype of interactions you are looking for: traffic, interactions with the publication (comments, shares, reactions, ‘likes’ …), installations of an application, video reproductions, generation of leads, or messages.
Conversion. Conversion goals are designed for users to perform any of the following actions: conversions (purchases or other types of user registration), visits to the business, or sales within a catalog.
4. Name the campaign
A campaign can contain multiple ad groups (and these, in turn, multiple ads). The ads within this campaign will respond to the objective set in the previous step, but the rest of the criteria (such as targeting) will be marked at a lower level: the ad group.
That is, the ads of the same campaign will always have the same objective, but they can have a different audience since this is marked with the segmentation that is done for each ad group.
Therefore, the ideal is to name the campaign with the product or service that you want to promote and the date on which it is activated. for example Beach mats 08/2020.
5. Create the ad groups
within the same campaign, there can be different ad groups. Within an ad group, you can create several different ads, changing the images and texts, but they will always have the same segmentation.
The segmentation is one of the critical steps when creating ads on Facebook. It can be done based on the following parameters.
Sex. We can choose men, women, or both.
Age. The possible age range is between 13 and +65 years.
Places. You can include and exclude populations, regions, provinces, or countries. Within this segmentation we find:
Everyone in that place
People who live in that place (excludes people who are passing through)
People who have recently been there
People who travel through this place
For example, if you have a company that provides service throughout Andalusia except in the province of Huelva, you could mark for Andalusia ‘People who live in that place’ and then exclude the province.
If you have a hotel business and you want to launch a campaign just for tourists, you should make use of the option: people who travel through this place.
Language. If you mark only Spanish, only those who have Facebook configured in this language will see the ad.
Detailed segmentation. In this part, you can include more detailed information, such as the sentimental situation of those you want to receive the ad, educational level, work or interests (one of the most attractive options for segmentation, which is based on the pages that users follow).
Locations. It does not refer to physical locations, but where the ad will appear (feed, right column, Instagram …). You can also choose to show the ad (or not) based on the user’s device type. For example, if you sell products for iPhone, you will be interested in this option so that only those with this brand of mobile will see the ads.
6. Create the ads
Choose the format that the ads will have, which you can consult in the next point, and upload the relevant texts and images. Now you can start them!
Types of ads on Facebook
The main types of ads you can find on Facebook are:
Image ads. The image must not have a lot of text, or it may not display. You can include a link.
Video ads. These types of videos work very well on Facebook.
Stream ads. Several photos in the form of a carousel. Each image can have a different title, link, and description.
Collection ads. A larger cover image or video, followed by several different product images. It is designed for the sale of products online.
Advantages of placing ads on Facebook
You don’t need a big budget. The minimum budget is one dollar a day. It is a perfect platform for large campaigns, but also for other more modest ones.
It is the most used social network in Spain. You can reach a ton of users of all demographic profiles.
Control over campaigns. If you do not get the results you wanted, you can pause ads or recover the part of the unspent budget.
Ability to reach the precise audience. Facebook collects a lot of data from its users, and that is something that works in favor of companies, which benefit from a great capacity for segmentation.
Large amount of data. You will be able to measure the performance of the campaigns at all times, seeing how they are working in real-time.