The Newbie's guide to Facebook advertising

If you have a product or service to sell, you want to reach a massive amount of your target audience while keeping costs as low as possible. Luckily, you can find over 900 million daily active consumers on Facebook, which makes Facebook one of the best advertising channels for e-commerce brands.

Actually, most ecommerce brands receive an average ROI of 152% from Facebook advertising (tweet this),  and one could only imagine the ROI of the brands doing exceptionally well.

So, ready to get started with Facebook Advertising?

Here are the steps to help you get going and a few expert tips. 

The Foundation

In order to get a good grasp on how to start advertising on Facebook, you must first understand Facebook’s advertising structure.

The Facebook ad platform is broken into 3 levels: campaign, ad set and ad.

  • Campaign: Campaigns contains your objective and the corresponding ad sets and ads.
  • Ad set: Ad sets contain your ad(s). Here you will choose your schedule, budget, bidding, targeting and placement.
  • Ad: The creative you use makes up an ad.

Pre Step: Power Editor vs. Manager

Facebook continues to make their advertising platform as easy to use as possible. There are two ways to start creating your ads on Facebook: Ads Manager and Power Editor. In the past, Facebook’s Power Editor came packed with a few extra features not found in Facebook’s Ads Manager, but recent updates have made the two equal in features. User experience and layout is now the only difference – choose the option that works best for you.

Step 1: Choose A Relevant Objective

When creating an ad, you must first select an objective. Choosing the right objective is important because Facebook will show your ad to the people most likely to complete your desired objective.

While Facebook has 10 objectives to choose from, only 4 are relevant to selling products on Facebook:

relavent objective

  • Clicks to Website: Increase the number of visitors to your site.
  • Website Conversion: Send people to your website to take a specific action, like buying your product.
  • Page Post Engagement: Get more people to see and engage with your Page posts to increase shares, likes, and comments.
  • Page Likes: Build a community of fans by getting more people to like your page.
  • Leads: Create a form that will collect info from people without leaving Facebook.

*Expert Tip: The objective for website conversions is an ecommerce brands’ best friend. It requires you to place a pixel code on the Thank You page of your site, which tracks not only how many sales you have received from Facebook, but which specific ad is getting you the most conversions (sales) – the most important analytic.

Step 2: Select a Budget and Ad Schedule

Facebook gives you two budgets to choose from: Daily Budget and Lifetime Budget. selecting a budget for your Facebook ad

Choose a Daily Budget if you would like to set a max budget per day for Facebook to spend. This is helpful to make certain of exactly how much you are spending each day.

Choose a Lifetime Budget if you would like to set a maximum lifetime budget for your campaign and want to let Facebook determine how much to spend each day to be most effective.

*Expert Tip: Begin advertising with a relatively small budget that will allow you to test and optimize your targeting and ad copy. Once you have the winning combination, invest more.

Step 3: Define Your Target Audience

With over 900 million daily active users, Facebook makes it entirely too easy to get your product in front of your target audience. While Facebook has a ton of great targeting options, it is imperative that you know how to narrow those options to your ideal potential customer.

define target audience

Facebook targeting options include:

Custom Audiences: Email addresses, phone numbers, website visitors, Facebook users IDs or app user IDs you have collected over time.

Location: Countries, counties/regions, cities, ZIP/postal codes, addresses or Designated Market Areas ® to show or exclude your ad to people in those locations.

Age: Minimum and maximum age of those who you want to see your ad.

Gender: Choose whether men, woman, or both will see your ads.

Connections: People who have a specific kind of connection to your Page, app or event.

Language: Specific language(s) of your customers

Interest: People who have a specific kind of connection to your Page, app or event.

Behavior: People based on purchase behaviors or intents, device usage and more.

*Expert Tip: Be as specific as possible when using Interest Targeting by narrowing your audience with “and” targeting. For example, if you were selling golf equipment, you could specify that you only want to run ads to those with the interest ‘golf digest” and Charl Schwartzel and Callaway. Previously, Facebook viewed interest as only “or.”

Step 4: Create Your Ad

But first- here are few things you should be aware of:

  • 1200 x 444 is the suggested picture size for Page Like ads.
  • 1200 x 628 is the suggested picture size for all other ads.
  • Images are graded as OK, Low, Medium, and High. Ads ranked as OK contain the minimum amount of text (perhaps just the company logo) and will receive the highest amount of reach. Those ads with a high volume of text will be graded as High and are unlikely to be displayed at all.)

Get started with your ad with these steps:

  1. Go to Ads Manager and click “Create Ad.”
  2. Enter URL to promote.
  3. Choose the proper conversion pixel that corresponds with the product you are selling.
  4. Define who you want to see your ads.
  5. Choose to create an ad with an image, video, or multiple images.
  6. Enter an actionable and creative headline.
  7. Enter text that will let your potential customers know what the ad is about.
  8. Choose an optional call-to-action button.
  9. Enter a link description, used to emphasize why someone might want to visit your website.
  10. Enter in a display link.
  11. Place Order

*Expert Tip: When creating ads, take the time to create 3-6 different types of ads with varying images and copy. This allows you to see which graphic and copy combination your audience responds the best to and is getting you the lowest cost.

Step 5: Track and Analyze Results

You should be checking your ads once a day, at the least, especially if you are still a beginner with Facebook ads. Facebook Ads Manager allows you to monitor the results of your Facebook ad campaigns. Amount spent, reach, cost per click, frequency, and costs per conversion are all metrics you should analyze for opportunities to optimize. Facebook also allows you to breakdown your results by age, gender, placement, and more. Use this data to optimize your ad sets to the best performing demographics.

* Expert Tip: As soon as you can, pause all less-than-desirable ads and ad sets and allow the best of the batch to continue to run. Don’t waste money by allowing higher cost ads to continue alongside the ads that can get you more results for less money. If website conversion is your objective, the ad(s) that have the lowest cost conversion is the winner, not the ad with the lowest cost.

Good sales and good luck!

What are your tips for using Facebook ads? Tell as about your experiences and ask your questions in the comments.