Facebook Advertising: A Step-by-Step Guide 2021

Facebook Advertising

People suck at making Facebook ads work for them. They don’t truly understand their target audience, so they place ads in the wrong people’s news feed. In this article, I’ll show you how to set up your facebook advertising campaigns correctly.

How often do you hear things like:

“Facebook has been dead since everybody’s parents started using it.”

“Instagram has 10x the engagement rate!”

“Email crushes Facebook.”

Yeah yeah, I get it, Facebook is lame.


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So, how come Facebook’s revenue is growing so fast?

facebook advertising revenue

Not only do they have the biggest user base, with over 2.7 billion monthly active users, but they also make plenty of money with their advertising system.

I think there’s a whole bunch of hypocrites out there.

If one out of every $10 in advertising is spent on Facebook ads, how come everybody shuns the platform, except for a few?

Do you know what I think?

I think a lot of businesses try Facebook ads, fail, and then blame the platform.

People just suck at making Facebook ads work for them.  They don’t truly understand their target audience, so they place ads in the wrong people’s news feed.

Today, I’ll help you out with that.

I’ll show you a few examples of brands who’ve been successful with Facebook ads and then walk you through setting up your first campaign without breaking a sweat. I’ll even give you a few advanced tips so you can take your Facebook ads to the next level.

Even if you’re a complete newbie, you’ll have a good grasp of Facebook ads after reading this guide.

I’ll start from the very beginning, but you can skip to any section below:

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Facebook Advertising: Top Reasons To Advertise on Facebook

You can’t argue with the results.

Which means you can’t deny Facebook ads.

They’re super profitable. (If, and that’s a big IF, you know what you’re doing.)

Nearly all social media marketers (96%) consider Facebook advertising the most effective paid option out of all social networks, according to an eMarketer study.

One reason is Facebook’s size.

Billions of people see ads on their platform each month. People spend 38 minutes or more on the site every day.

And despite what the haters say, Facebook is still growing, too.

facebook advertising monthly active users

That’s why budgets have been doubling (up to $31 billion and counting).

Another reason is Facebook Advertising gives smaller companies a competitive advantage, if used correctly.

For example, ecommerce startup Barbell Apparel used Facebook ads to surpass their Kickstarter product launch goal of $15,000 by $735,000!

Do you want to reach people online? Facebook is the single best alternative to Google AdWords.

Don’t get me wrong, AdWords is awesome. But it’s also expensive. I’ve personally worked on client accounts where every single click costs anywhere from $50 to – 100. Per click!

Then only a tiny percentage of those people ever became a lead. Most of them bounced from the site.

Now guess how much that ad campaign was? This company literally spent thousands of dollars each day just to bring in a few decent leads.

It’s different with Facebook. You get access to the same number of people — but for far less.

And once you’ve got a few tricks up your sleeves (from this article!), you’ll be able to get website clicks for pennies and new sales for just a few bucks each.

Let’s see how it works.

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Facebook Advertising: A Definition

Since Facebook gets tons of data from their users, who enter it voluntarily on their profile (things like age, location, and interests), they have a good idea of who users are and what they like.

Therefore, they can serve highly-targeted ads of products they are likely to buy, sites they tend to like, or events they’d love to attend.

For example, I recently joined a Facebook group about Udemy, the online course platform.

Naturally, Facebook jumps on my choice and starts showing me ads that prompt me to sign up for a course (they thought I might like to learn about creating video games).

facebook advertising example udemy

You might say: “Wait, Neil, are you sure this isn’t just a news feed post from Udemy? Did you maybe like their page? How do you know this is an ad?”

Good question!

There are a few features that every Facebook ad has, and these make ads unmistakable. With these, I can know for sure that it’s an ad.

Here they are:

facebook advertising udemy example

You can see a “Sponsored” tag right underneath the name of the page that is targeting you.

There’s also a unique “Like Page” button in the top right corner that’s never visible on regular posts.

Finally,  unlike regular news feed items, all Facebook ads have a call-to-action (also called a CTA) in the bottom right corner, which might say one of the following things:

  • Learn More
  • Sign Up
  • Download
  • Contact Us
  • Shop Now
  • Book Now
  • Watch More
  • Apply Now

So, remember, you can spot Facebook ads by paying attention to these three things:

  1. A “sponsored” tag below the name of the site
  2. The prompt to like the page in the top right corner
  3. A call-to-action button in the bottom right corner

You might wonder why Facebook doesn’t make its advertising more aggressive and obvious, like YouTube.

facebook advertising Youtube examples

(Does anyone like YouTube ads?)

YouTube forces you to sit through an ad for every three or four videos that you watch. For a while, you can skip the ads, but eventually, you’ll have to sit through an entire 30-second video.

For long videos (>1hr), they even show you commercials during the video (just like TV commercials).

The result: Everyone HATES YouTube ads.

Seriously.

Do you know anyone who doesn’t block these things or who leaves their computer and returns once it’s over?

The reason we hate YouTube ads is they disrupt the flow of the user experience.

We want our experience to be us just watching video after video, for as long as we like, until we decide to stop.

YouTube changes the experience for us, forcefully, by interrupting with ads.

We don’t like being interrupted. As a matter of fact, we face enough interruptions each day, costing us our precious brainpower and challenging our self-control.

Facebook is smarter than YouTube.

They want to integrate their ads into the natural flow of the experience as seamlessly as possible.

Flow is actually a great term for this. Think about how you navigate Facebook.

You scroll down through your news feed, either with your mouse or your finger. Since they just drop an ad into your feed, you are not interrupted.

You can look at it or just keep on scrolling.

It doesn’t change your user experience at all.

Note: There are also sidebar ads, which are similar to banners, but they just cover what would otherwise be white space, so there’s also no interruption there.

Making the ads blend in and not be recognized as such, to the untrained eye, is one of the secrets behind Facebook’s huge revenue growth.

So, in a nutshell, advertising on Facebook is paying to place promotions and product offers in the news feed of a specific, targeted audience on Facebook. https://www.youtube.com/embed/d8_m8-Gmuf8?feature=oembed

Before we dive into some case studies and how to set up your first ad, we need to lay some groundwork.

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Facebook Advertising: Overview

There are five main types of Facebook advertising:

  1. Images
  2. Video
  3. Carousel (multiple images)
  4. Collection (multiple shopping posts)
  5. Instant experience (full-screen experience)

Placement wise, you have a few options:

  • In the newsfeed
  • Sidebar
  • Audience network
  • Instagram

Placing ads in the news feed or on the right column is pretty obvious, but what does an audience network ad look like?

These ads are placed on regular websites, inside apps, or even in games.

facebook advertising network exampe

This lets Facebook extended its advertising reach from inside Facebook to basically any real estate that they own.

Instagram ads are also placed inside the app’s natural feed, which relies on the same principle as native Facebook ads: don’t interrupt the user experience.

Ben and Jerry’s has done a great job with them:

facebook advertising ben and jerry's example.

Thanks to a few creative campaigns, their Instagram account now boasts almost 600,000 followers.

facebook advertising ben and jerrys instagram

There are two ways to manage your Facebook ads, which often confuse people.

First, there’s the Ads Manager, which is the standard dashboard you’ll see when creating your ad account. Here you can access your Account Overview, Campaigns, and business tools. You can create ads and use the Business Tools to adjust billing, settings, and access the Events Manager.

facebook advertising manager

This is the go-to option for beginners, and you should use it when just getting started.

Then, there’s the Business Manager Suite, which allows you to manage all of your account activity, including ads, posts, and inbox. You can also view insights here. It’s powerful, but can be a little overwhelming when you are just getting started.

facebook advertising business suite

When you first sign up for Facebook advertising, they will immediately prompt you to create your first campaign.

A campaign is the most abstract and broad level of your advertising efforts. The only thing that’s determined here is your target outcome, such as increasing likes, sending traffic to a website, converting prospects to buyers, and getting app downloads.

For example, if you want to promote your new game app, like Plants vs. Zombies, and get more downloads in the first week to make it popular, you can set that target here.

The level that follows is ad sets. An ad set is where you decide what type of ads you want to run and the target audience you want to see your ads.

Continuing with the game example, you could create one set for Instagram ads and another for desktop feed ads.

Finally, there are the ads themselves. This is the level where you actually design your ads and decide elements like copy, images, and CTA buttons.

You can have multiple ads in each ad set to test which ones work best.

If that reminds you strongly of Google Adwords, that’s because it’s exactly the same structure.

You’ll probably use the Business Manager once you get a little experience. But for now, it’s a little overkill for what we’re trying to do.

Let’s stick with the Facebook Ads Manager for now. Go ahead and click here to pull it up. The Ads Manager will let you do everything we’re going to talk about today, including:

  • Setting up new campaigns
  • Create new ads for each of these
  • Manage your bids (or how much you’re spending on each ad)
  • Create different audiences to target
  • Optimize, enhance, or improve these campaigns while running
  • Even track and test ad campaigns

Now, we’ve covered all of the basics that you need to know to not feel like an idiot when someone mentions Facebook ads.

But, before I help you turn into a pro (well, compared to 90% of the rest of the world, that is), let’s see whether this actually works.

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3 Case Studies From Successful Facebook Advertisers

Luckily, not all businesses screw up Facebook ads, so I have some successful campaigns to show you.

First, here’s one that completely blew my mind the other day.

Look at this ad from a LeadPages customer:

facebook advertising not a model

Wait a second…an ad for a giveaway?

Is she trying to flush money down the toilet? She’s already giving away something, and then she’s paying to promote that?

Yup.

And, I don’t think she regrets a single dollar spent.

This campaign helped Marina De Giovanni collect 17,000 emails in 6 weeks.

She built an email list that takes most people years to build, in less than two months!

To pull this off, she gave away a $300 item every month.  Sometimes, it was a piece of jewelry, sometimes a box with cool makeup, etc.

She then created a landing page, which she published as a tab of her Facebook page, where people could sign up to enter the giveaway in exchange for their email address.

The final part of her set up was using Facebook ads to drive traffic to the sign-up page.

Simple? Yes.

Easy? No.

Efficient? Hell yeah!

Yes, she spent some money on this, but she’s also monetizing her blog and email list, for example, through private coaching sessions for $225 each (which is fully booked, btw).

The question is: Would you spend $1,000 to make $10,000?

Of course, you would!

Some other success factors of her campaign were:

  • Using video to welcome people and tell them how to enter
  • Letting the traffic stay on Facebook, which makes it more likely for people to sign up (since they trust Facebook)
  • Constantly testing and tweaking her ads and doubling down on the best ones

You might have heard that you can expect to make $1 per month per subscriber from your email list.

Even if you only do half as good, you can still make a good living off an email list the size of Marina’s.

Okay, fine, it works for bloggers, but does it also work for startups?

I’ll show you that it does.

Look at this ad from Design Pickle:

facebook advertising design pickle

Design Pickle offers unlimited graphic requests, something which would typically make people skeptical.

This ad, with its “Ah, a free design can’t hurt” attitude is directly responsible for almost $6,000 in monthly recurring revenue for Design Pickle.

They used it to target highly qualified leads, which were then sent to this survey.

facebook advertising design pickle example

What? So many questions? Ugh!

Won’t that drive down conversions?

Yes. But, they chose to do that on purpose. They decided to weed out the freeloaders, so they only got leads that were likely to convert.

Doing a free graphic design within a day is a lot of work, and they follow up with each client via phone within 24 hours of delivering, so the last thing they need is thousands of people to call who won’t buy a thing.

Instead, their campaign generated around 500 leads, 30 of which turned into subscribers to their $200/mo service.

Okay, okay, so it works for bloggers and startups. But what about big brands?

Well, how about Pedigree?

pedigree facebook advertising

They used Facebook ads to drive more than 100,000 registrations for free samples in the Philippines and Thailand in just one month. A similar campaign in Manila saw 60,000 registrations in two weeks.

Adidas, AT&T, Pepsi, Baskin Robbins, American Express…

By now, Facebook has an entire database of successful case studies.

facebook advertising examples
https://youtube.com/watch?v=1IJpJIGQ32I%3Ffeature%3Doembed

There’s a reason people say, “Facebook ads don’t work.” (Even though we’ve already seen, multiple times, that they do.)

It’s because they’re doing it wrong. Plain and simple.

For example, they’ll try to force the same AdWords strategy… even though people use Facebook and Google Search completely differently.

Here’s what they’re doing wrong and how you can avoid the same fate.

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How To Fail-Proof Your Facebook Ad Campaigns

What do you do when you hit Google’s homepage?

You search. Right? I mean, that’s all there is to do, anyway.

But the point is that you look for something specific.

You type out a few words, looking for “red Nike running shoes.”

And then you see relevant results that contain red Nike running shoes.

Simple. But effective. And crazy profitable.

Get this:

More than 70% of Google’s 160 billion in revenue came directly from their ad network. That’s how powerful their search business is.

Because there’s nothing else like it. There’s a reason over 30% of new product searches all start on Google, according to BigCommerce. Nowhere else do people tell you exactly what they want and then let advertisers compete to show it to them first.

Especially not on Facebook.

Think about it.

Most people go to Facebook to avoid looking for stuff. They don’t want to shop. They don’t want to buy necessarily. They’re just looking to kill a few minutes and catch up with friends or family. They’re trying to pass the time while sitting at the DMV all morning.

That changes things. It means the way you approach Facebook advertising needs to be unique.

You can’t just throw up an ad for random, ‘cold’ people to buy your product… and actually expect any significant results. And that’s why people fail with Facebook advertising.

Instead, we need to build a Facebook sales funnel first. That means a series of campaigns, all with different objectives. Some get you attention and awareness. Others do the nurturing. So that one or two can do all of the converting.

For example:

Step #1. Awareness

First, you need to get people’s attention. You do that through awesome content that makes them laugh or helps them solve some problem. Then you pull them back to your site.

You don’t just want website traffic per se. But this website traffic will help you create a new custom audience.

For example, let’s say you search for “Las Vegas Hotels.” You click on one’s website, like the Wynn Las Vegas. And then you go somewhere else without buying.

But everywhere you go, ads from the Wynn follow you around! Those are retargeting ads. They placed a little pixel on your device when you visited their site. And now they can send you follow-up messages to get you to come back to eventually spend some money.

That’s exactly what we’re going to do with custom audiences. They’re like retargeting on steroids because you can see who visited which pages on your site. And then automatically send them ads for something related to what they just looked at.

So you might start out with something lighthearted to get their attention. Or a useful blog post.

For example, an ad from The New York Times (via HubSpot) has almost 5,000 likes, 600 comments, and 1,200 shares. One reason? It’s a blog post talking about advice for people in their 20s, targeted and sent directly to people in their 20s.

In the early stages here, you need enough eyeballs to get fast, relevant data. (Facebook’s own system will self-correct over time, so it needs a large sample size to work with.)

So you can target a fairly large audience of roughly 500,000 up to two million people at this point. (Smaller budget? Narrow that audience down even more — to as small as 10,000 if you’re just starting out.)

You’ll find this audience based on identifying interests (like people or brands they follow, etc.). Then you can refine with demographic criteria (like location, age, gender, etc.).

And now you should be ready for the next level.

Step #2. Consideration

The first campaign built up awareness for who you are. Now you can capitalize on that by sending those people offers that will transform them from strangers into leads.

We’re going to create ads tailored to the folks who were just on your website. For example, if they were looking at something related to “new truck tires,” you can serve them a new free eBook on new truck tires.

The point is to get some basic information from them for the least amount of money possible. Typically that’s with some kind of lead magnet, like giveaways, a checklist, an eBook, or even a webinar.

Here’s a perfect example of a HubSpot ad from Social Media Examiner. They’re giving away a free eBook that covers all things Facebook for mobile.

facebook advertising hubspot example

Your audience targeting at this step should be easy, too. Simply send these ads to the custom audience of past website visits you just created!

If you have a large site, you can also limit that audience to the past 30 or 60 days to make sure you’re only reaching the most engaged people.

That way, your brand should still be fresh in their minds. And the right offer will still catch their attention.

Step #3. Conversions

You’ve now done all the hard work. You’ve built up attention and started generating leads. Here’s your time to shine.

You’ve already done all the hard work. You’ve generated new attention and nurtured them over time. Now you just need to send them product offers that are too good to be true, so they hand over their payment info.

Do you sell high priced products or services? No problem. You, too, can sell using Facebook ads. You just need to scale down your offer, first.

Have you ever seen a Wall Street Journal ad to sign up for just a $1 subscription? That’s called a tripwire. It’s a simplified version of the big product or service that you sell.

If you don’t have one of these already, you can even ‘splinter’ off part of your product or service to create it out of thin air.

These low priced versions remove a lot of the risk.

So they shouldn’t hesitate to buy!

Once again, you’ll target the brand new leads you just generated in the last step. They should be ready, willing, and able now.

This looks a little time-consuming because it is. But that’s OK because it’ll be worth the effort.

The first campaign will bring people in. The second will warm them up. And the third will get them to convert.

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Facebook Advertising Step 1: How to Create a Realistic Facebook Ad Budget

Now you know the secret. You need to have a few campaigns running, simultaneously, to slowly but surely transform strangers into loyal customers.

But how are you supposed to come up with a budget for something like that? What is a ‘reasonable’ amount to spend? Especially if you’ve never run a single Facebook ad before?!

That’s a good question.

Let’s start with a few other questions first:

  1. How much is your product or service?
  2. How many do you want to sell?
  3. What’s your conversion rate already?

If you don’t have the answer to any of these, that’s OK. We’re just trying to put together a few rough ranges. That way we can start estimating your sales.

For example, let’s say:

  1. Product value: $100
  2. You want to sell: 10
  3. Conversion rate: 1%

Now a little basic math can help us figure out that to make $1,000 off of 10 sales with a 1% conversion rate, you’re going to need 1,000 visits (or clicks on your ad).

So… how much is it going to cost to get those 1,000 clicks? That’s what you want to figure out here.

Because it will tell you how much to set aside for a Daily budget, this is the max number you want to spend each day to hit your goal. It’s just a small piece of the overall Lifetime budget for the entire campaign.

After defining budgets, you can select an objective so that Facebook will automatically help you do a better job of reaching your goals. For example, you can select either Conversions or Link clicks as your Ad Delivery Optimization method to get the best results.

facebook advertising daily budget

Why mess with these options?

Because Facebook will help you out, for example, if you select clicks, their own system will monitor and adjust to get you the most clicks.

If you choose conversions, they’ll watch patterns for what’s working (like what types of people, what times of day, etc.) and help self-correct the campaign as it runs.

So over the first few days, you can actually expect results to improve a little bit.

That’s how you determine what you should be spending in total. Here’s how to adjust the incremental bids (like how much you spend per click) to get the most bang for your buck.

facebook advertising automatic vs manual budgeting

Your two main bidding options are manual and automatic.

Manual means you can control the limits for how much you spend. But automatic is good when you have no prior experience of what an ‘acceptable’ limit should be.

The other important point here is that your Cost Per Click isn’t the primary metric you should be watching. Instead, the Cost Per Action (or Lead or Acquisition) is when you’re driving product or service sales. So by selecting Automatic bidding, it will help adjust things for you to maximize what matters: sales.

You can also use Delivery Schedules to adjust how much you’re spending by day of the week (or even time of the day). For example, it makes no sense to show ads on weeknights or over the weekend if your office is only open from 9-5 to take phone calls and respond to new leads.

facebook advertising run ads on a schedule

After running campaigns for a few weeks, you might also notice that certain days or times generate the best results for the least amount of money. So you can use this option to control how and when your ads are shown throughout the course of the week.

Last but not least, Delivery Type dictates how frequently you want ads shown. For example, you can have them shown as quickly as possible (exhausting your daily budget the soonest). Or you can spread them out evenly throughout the day.

facebook advertising delivery type

Not too complicated once you break it all down.

It’ll make more sense when you actually start creating your first campaign. So let’s stop wasting time and get into it.

All new ad campaigns require a fan or brand page to go with it. If you don’t have one of those yet, go on to the next step to see how you can set one up within a few minutes.

Already got that part covered? Go ahead and skip over to Step #3 to see how to create your first campaign.

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Facebook Advertising Step 2: Create a Fan or Business Page

If you don’t already have a fan page, you must create one. Facebook ads can only be attached to businesses, never individuals.

Go to the create page site and pick an option.

facebook advertising create a page

(Facebook is one of the best places for personal branding)

For example, if you want to create a personal brand page, like my Facebook page, you would choose “Artist, Band, or Public Figure.”

facebook advertising choose a type of page

Then, you need to pick the category…

facebook advertising pick a category

…and pick a name.

Next, you have to enter some info about your page, a website, and what you want the page name to be inside Facebook.

facebook advertising set up a facebook page

Then, it’s time to set a profile picture. Smile!

Skip adding it to your favorites (or do if you feel like it).

After that, you can describe your ideal target audience a bit, so Facebook has an idea of who to suggest your page to.

Set a country, or even specific states and cities, and the right age and gender categories.

facebook advertising set a location

Under interests, select a few likes that they share with you or your brand. These can also be other influencers in your industry or products, or companies.

facebook advertising set interests

Once you’ve saved, you’ll be redirected to your page. Congrats!

But, before starting to create ads, you should do at least two things. Add a cover and create a call-to-action.

You can set a cover by clicking on the button in the top left corner.

Your cover should be simple, uplifting and ideally, if you have a company tied to your name, just show its logo.

Don’t overthink this.

You can use this cover creator to craft one in two minutes.

If you want to get it right (and you should, the cover takes up 25% of the entire page!), take a look at Hubspot’s cover photo do’s and don’ts first.

Second, the Facebook page call-to-action.

Facebook gives you a pre-selected range of options here, depending on your goal, similar to what’s possible within ad sets.

facebook advertising call to action buttons

In my case, ‘Sign up’ makes the most sense, since I want people to sign up to my email list on my homepage, which is where I will send them when they click.

You can even preview what it will look like on mobile.

facebook advertising guide cta on mobile

That’s it! You’re all set and ready to go and start running Facebook ads!

Facebook Advertising Step 3: Create Your First Facebook Campaign

To get started, go to the top right of your fan page, click promote and then select ‘Go to Ads Manager.’

facebook advertising promote your page

This will walk you through a stripped-down version of the Ad manager. Instead, I recommend heading to the Facebook Ad Manager.

Then click that “Create a Campaign” button.

facebook advertising create new campaign

Then, you can choose your objective. As with our Google ads, we want to keep it as simple as possible, to just get started.

So, choose ‘Reach.’

facebook advertising campaign objective

That’s it. Creating a campaign is as simple as that because it’s just the top part of the structure.

On to the next step!

Facebook Advertising Step 4: Create Your Facebook Ad Set 

You’ll then be taken to the ad set creation section, where you’ll be asked to choose the Facebook Page you want to promote (if you have multiple pages, at least.)

Then, decide on your target audience.

Starting with the size.

This part’s kind of tricky, depending on your business. For example, 10,000 might be an OK audience size if you have a tiny budget and are just dipping your toe into Facebook ad waters.

But if you’ve got a healthy budget, you can go up to between 500,000 and a million. (You’ll need enough people to allow Facebook’s technology to help optimize your campaigns, as we discussed back in Step #1.)

You can even go up to two million people for a new audience if you’re savvy and have the bucks to spend.

But 186,000,000 like the example below? Never.

facebook advertising audience size

That’s way too big.

Starting a campaign now with an audience like that, and you’ll completely squander your budget on people who have zero interest in what you’re talking about.

So start small. You can always expand later.

Let’s start by using different demographic information to continually refine your audience.

For example, pick a few specific cities in the countries you want to target (even better to focus on one country) and narrow down the age span to about 10 years.

If I want to get young entrepreneurs to sign up to my email list, I can narrow down the age group to 24-32, then select that I want only men in Seattle and specify even further.

If I find a statistic that shows that most entrepreneurs in that age category are single, then I can set that as criteria for my targeting, too.

facebook advertising demographics

After selecting a few interests and behaviors, my audience immediately shrinks down to below 5,000.

That’s too little for my plan, but you can easily open it up again, by adding a few more locations.

set facebook advertising demographics

I added a few more big cities, especially ones with high concentrations of tech entrepreneurs, like San Francisco, New York, and Austin.

Voila, my audience jumps up. Perfect.

facebook advertising audience definition

(Later, we’ll talk about more complex audience targeting, like Lookalike audiences. Remember, we’re keeping it simple right now!)

Next up, you need to set a budget.

You want to start small, remember? This is just an experiment.

So, set your daily budget to $3.33 and fix the ad campaign’s end date to be a month from today. That way, you won’t spend more than $100 to start.

That way, you won’t spend more than $100.

facebook advertising set a budget

Otherwise, Facebook will happily show your ad to as many people in your audience as possible, instead of trying to get them to actually click (by maybe showing them the same ad more than once).

Under ‘Optimize For,’ set it to ‘Link Clicks to Website.’ You don’t want to pay for impressions; you want to pay for actual clicks.

facebook advertising don't pay for impressions

Otherwise, Facebook will happily show your ad to as many people in your audience as possible, instead of trying to get them to actually click (by maybe showing them the same ad more than once).

Under ‘Pricing,’ change the bid to manual and make it $0.75. This should also be in the range that Facebook suggests, but on the lower end.

facebook advertising pricing

For ‘Ad Scheduling,’ you have to leave it set to running ads all of the time, since your campaign has a fixed start and end date. You could change this by setting it to ongoing and then just turning the ads off manually at the end date.

You can also just select Standard for ‘Delivery Type’ right now, too. That way, your ads will be shown evenly, and you have enough time to make adjustments along the way.

Click Next in the bottom right corner, and let’s get to the good stuff.

Alright, time for the good stuff!

Facebook Advertising Step 5: Create Your First Facebook Ad

Now, you get to choose the layout of your ad and what content to put in it.

If you choose multiple images in one ad, you will get a carousel that looks like this example:

facebook advertising carousel ad

The images will slide through the ad, giving you more space to advertise. You can also use video in your ads.

Do we want that?

No!

Again: Keep it simple!

Videos, carousels, and all of these other ad types have their place. For example, carousel ads are great for showcasing various blog posts so, hopefully, one will appeal to almost everyone you’re targeting.

But simplicity is key when you’re first starting. You don’t want to get too fancy, too early, and bogged down in all of the details.

Only when you’ve been doing this awhile, with a few profitable campaigns up-and-running, should you come back to these other ad types.

So let’s start with a single image ad first.

facebook advertising create a facebook ad

Stay with a single image and then choose ‘Select Images.’

You can then choose to upload your own picture or browse free stock images. Always use your own pictures.

But, take a look at the right sidebar. Facebook has some guidelines as to the types of images you can use and those you can’t.

facebook advertising images

One quick thing to note here.

Facebook used to have a ‘20%’ rule. Basically, their system wouldn’t allow any ad that had over 20% covered with text.

They’ve started relaxing that requirement a little bit. So you may not get automatically disapproved like before, but they still recommend sticking with 20% or less text in ads.

Generally speaking, the less text, the better on Facebook ads.

Instead, use wordless images that show examples of what people are going to get. Or ones that convey some emotion that you want people to have (for example, scared, triumphant, etc.)

It’s hard to guess how much 20% is, too. So, fortunately, there’s a free tool that you can use to find that out.

facebook advertising meet the 20% text rule tool

Play around until it fits. Or, if you want to skip the hassle of this altogether, just go with a nice headshot of yourself.

It’s always worth a try, especially if you appear trustworthy in your picture.  It’s even more important if you’re building a personal brand.

Once you’ve cropped the image and formatted it correctly, you’ll see a simple preview of your ad.

Now you need to write the copy for your ad and choose your CTA button. Your Facebook fan page will be automatically connected (unless you have multiple ones).

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