How to Drive Hungry Customers Your Way With Facebook Ads
Why should you advertise on Facebook? Well, quite simply because everyone and their grandma are on there. Literally.
According to Facebook, there are 1.4 billion people on Facebook and 900 million of them log on daily. That’s a lot of people, and a great opportunity to get your ads seen, noticed and clicked on.
The primary reason that you should be advertising on Facebook is that the site has come up with a revolutionary ad platform that users have been trained to respond to.
The ads that you create look just like any other item in their news feeds, and are more likely to get clicked, viewed and spread around to other Facebook users.
The platform is so effective that many companies are jumping from Google Adwords to Facebook, including Barclays.
Want to start advertising on Facebook? You’ve come to the right place.
The following is a brief rundown of how the platform works, as well as how to create a Facebook ad that will give your organization the exposure you need to get ahead.
Before you begin, unless you’ve done it already, you will need a Facebook Business Page.
Creating Your Facebook Business Page
Click on that link above or find the link on the Facebook home page that asks if you want to create a page for a Celebrity, Band or Business.
When do that, you’ll be taken to the following page.
As you can see, you can choose a variety of page types, such as one for a(n):
- Local business or place
- Company, Organization or Institution
- Brand or Product(s)
- Artist, Band or Public Figure
- Cause or Community
Here’s my page, which I chose as a company, organization or institution.
Creating your page is pretty simple. You’ll fill out your About section, upload a photo and background photo, and add your products and/or services so that others know what your organization does and what you’re all about.
Once your page is live, you can begin creating ads for it. That’s the best way to get your page noticed by others on Facebook quickly and easily.
Creating Your First Facebook Ad
Visit the Facebook ad creation manager to begin creating your first ad.
Here you will be presented with a variety of objectives. Choose the one that best suits your needs. (NOTE: You can create more than one ad type to include in your campaigns.)
As you can see, there are quite a few objectives to choose from. For instance, your ads can be designed to:
- Deliver traffic to your website
- Increase website conversions
- Boost your Facebook posts
- Get more page likes
- Get people to install or become more engaged with your app
- Create offers
- Raise awareness
- Raise event attendance
- Promote your product catalog
- Create brand awareness
- Generate more leads
- And gain more video views
After the objective of your ad has been identified, Facebook will ask you for more information.
You will be prompted to insert your Facebook page, business, event or website address, depending on the objective you selected. You will then be asked for your ad budget, the images you want to pair with your ad and the text.
You will get to do all of this before placing your order. This is good news, as it means you can play around with the options before you actually commit.
Let’s say, for instance, that you want to boost post engagement.
Go back to the ad manager, click on Page Post Engagement objective and name your campaign (or use the default name that Facebook provides you with). Then click Create Ad Account, as shown below.
Next, you will be asked to choose your country, the currency you plan to use and your time zone.
The next page is where you will choose the audience that you plan to target with your ads.
You can even create a custom audience. To do so, click on the Create a Custom Audience link and choose one of the options.
If you click on that link, you will be asked if you want to create specific lists for people who visited your website, engaged with your app, Liked your Facebook page or even those who have bought from you in the past.
To do this, you will create a list of, say, customer email addresses, then upload the document to Facebook using a CSV or TXT format.
If you don’t have the information or if your Facebook page is brand new, you don’t have an app or any customers (just yet), you don’t have to click the above link and can continue down to the demographics information.
The next section is where you will choose the location, age, gender and the languages spoken by the customers you plan to target with your Facebook ads. You can even choose Detailed Targeting where you can list specific behaviors. If you want, you can exclude people as well.
You will also be asked about mobile devices, and there’s a checkbox that asks if you only want your ads to appear when a person is connected to wi-fi.
Budget and Schedule
This is the section where you will choose how much you want to spend on your ads and when you want them to run.
When you are just starting out, it’s recommended that you start with a low-end ad budget, such as $5/day. You can then choose the length of time you wish for your ads to appear. Facebook defaults to a month, but you can choose any length of time you wish.
Facebook will then give you a total of how much of an ad budget you will need to load into your account to accommodate your choices.
Once your budget and time frame have been set, you can then begin creating your actual ad.
For this example, we are promoting one of our previous posts.
Obviously, if your page is brand new, you won’t have any posts to speak of. So you might want to choose to draw traffic to your website or create a lead generation ad to entice subscribers to your email list.
The general creation of the ad will be the same, however. You will be able to upload a photo, add text, and view what your ad will look like as a Desktop News Feed, Mobile News Feed, Instagram Post and Desktop Right Column Ad.
If I were creating an ad to promote the post above, Facebook wouldn’t allow the ad to run until I made a few changes. Check out the error I receive whenever I try to create that ad.
When you click on Get Guidance, Facebook tells you that the image above contains more than 20% text, which is a No No.
As the above message indicates, Facebook likes ad images with very little text. I would have to alter the image or choose a new one entirely before clicking the Place Order button.
To see if your images pass muster, Facebook offers a handy tool called a Text Overlay. You upload your photo and Facebook will let you know if you can use it in your ad. Thanks, Facebook!
You now know how to create an ad on Facebook, and that means you are well on your way to becoming more well-known, noticed and Liked, or whatever your objective happens to be. The next step is to create a campaign of your own.
For best results, test various ads and ad copy to determine what your audience best responds to. That’s how the pros do it and, well, the more ads you create, the more of a pro you’ll be.
If you need a copywriting expert to write your ad copy, you’ve just found him. Go here and send me a message describing your business objectives. That’s the best way to create ads that perform.
And, as always, if you have anything to add to this discussion, leave your comment below. I look forward to reading what you have to say.