Facebook advertising is not just an option for those marketers with a brand Facebook Page that needs some love. Yes you can create ads to drive likes for your page, amplify the reach of your post or increase awareness of your Facebook app, but you can also send some traffic to a landing page on your website. Facebook has a range of paid promotion options to suit your needs.

Things to consider

  • If relevant, the profile you are using will need ‘Admin’ access to the page you are advertising for. Without this you will be restricted to right column ads and will not be able to access the ad space within news feeds, etc
  • When choosing the images and messages, you need to consider who your target audience is
  • What is the advertising aim? Are you looking for page likes, clicks to your website, or sales?
  • Do you want to pay per click or per 1000 impressions (for brand awareness)?
  • Be mindful of comments on your page. When advertising, more users will see your page

 

How to set up Facebook advertising

Getting set up with Facebook ads is quite simple. All you need to do is follow the on-screen prompts. If you have more than one Facebook Page, you’ll need to make sure you’re logged into the page you want to create ads for. Before you start advertising you should have an idea as to why you want to create ads. What do you want to achieve?

Facebook will ask you what your aim is:
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What you choose will depend on your desired outcome:

Page Post Engagement: Boost your posts to encourage likes, comments, shares, photo or video views.

Page Likes: Advertise to target audiences who are likely to have an interest in your page and build your audience.

Clicks to Website: Gain more traffic to your site to encourage sales or sign ups.

Website Conversions: Promote specific actions on your site that you want your audience to take. This will automatically create a conversion tracking pixel to place on your site.

App Installation: Encourage people to install and use your app.

Event Responses: Promote your events to encourage people to attend.

Offer Claims: Create ads with special offers for your brand.

Video Views: Increase the exposure of your video on Facebook (this cannot be used for YouTube videos).

The ad builder

Depending on what you want your ads to achieve, the build might be slightly varied. Initially, you can only create one set of ad copy to use with up to six images.

There are more advance options within the interface after you set up your ads. These options allow you to reposition images if they are not showing correctly due to sizing, and if you set up an ad for website clicks, you can create the copy to appear within the link.

You can create ads more after this initial step with different ad copy or images.

Facebook gives you a variety of advert types to choose from:

Right Column
Example of right column Facebook advert
News Feed
Example of a newsfeed Facebook advert
Mobile News Feed

Example of mobile Facebook advert

Setting up Facebook advertising

Targeting

Facebook ad targeting

The great thing about Facebook advertising is that you are able to get really granular with your audiences. As you drill down on your target audience, Facebook calculates your potential reach and summarises your targets so it’s clear to see how many people you are able to serve ads to.

Campaign pricing

Facebook ad pricing
At this stage, you get to name your advert set. You should choose something logical. At this point you also set your budget and choose whether you want to run the ads indefinitely, or schedule them to run at specific times.

Measuring performance

Once you’ve got your ads up and running, you can measure their performance within the Facebook ads interface.

Campaign level

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At a campaign level, you can track your daily spend, the lifetime (of the ad) spend, how many clicks, your reach, frequency and cost per click.

Ad level

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At an ad level, you can see the results of your campaign including cost per click, reach, frequency, clicks, click-through rate, spent today, total spent, max bid and average price. (This is based on the website click outcome. If you choose a different ad type, the results will differ.)

Reach = the number of times your ad has shown

Frequency = the average number of times the ads have been served to a single user

Advantages and disadvantages

Advantages

  • Superior targeting – tailor your ads with images and ad copy to a particular demographic and really focus your efforts
  • Snowball effort – for example if a page is “liked” by a user, this will show in other users’ news feeds, they may click ‘like’ too.
  • The Ad Builder calculates your potential audience number
  • Whilst creating ads, the targeting you choose will be calculated by Facebook and you can clearly see if something is worth targeting or not.

 

Disadvantages

  • Text in images – images can’t be text heavy i.e. can only be up to 20% covered in text
  • The Facebook grid tool will allow you to see if your image meets regulations – https://www.facebook.com/ads/tools/text_overlay
  • Low click through rate – as with display activity in Adwords, your CTRs could be quite low
  • Can be difficult to catch users’ attention
  • Users are not always looking out for ads. BUT if you can achieve the right mixture of demographic, images and ad copy you can make it work.
  • Irrelevant ads – some irrelevant ads are still known to slip through the net if they are less targeted
  • Reach – if your Audience Definition is broad, your budget will need to be quite large. Facebook audience definitionKeep an eye on your reach number – by going too specific on ‘connections’ you could risk a low reach number and therefore low number of clicks. This can often cost more and reduce the relevance of your audience.

Do you use Facebook advertising? How have you found it? If you’re thinking of setting up Facebook advertising and have any questions, please fire them over. We’d be happy to help!