Coriolee’s Guide to Facebook Advertising
Table of Contents
- Paid ads introduction
- Creating a Facebook Business Manager Account
- Add or request access to a Facebook Page through Business Manager
- Add your Facebook Advertising Account
- Facebook Ad Account Structure
- Choosing your Budget and Audience through Ad Groups
- Facebook Ad Types
- Types of Paid Ad Campaigns
- Facebook Pixel
- Custom Audience
- Remarketing on Facebook
Paid Ads Introduction
Did you know that you can run paid ads on Facebook?
Facebook Ads is one of the most important features of Facebook that you can leverage to promote your business.
Given below is a snapshot of a sample Facebook Ad.
It is important to learn how to run your Facebook Ads otherwise you can end up spending a lot of money on the platform with not so promising results.
Creating a Facebook Business Manager Account
To do Facebook advertising the proper way you need to have a business manager account.
Given below is a step by step process as to how you can create a Business Manager account on Facebook:
- Open business.facebook.com on your browser and click on the Create Account Link.
- Enter information about your business.
- Specify an Email Address for your business.
Once you create the business manager account you need to add or request access to a Facebook page to start advertising.
Add or request access to a page
Here’s a 6 step process:
- Click on add page.
- Three options will be shown to you and you can choose either one: Add a page, request access to a page or create a new page.
- Enter page name and select your page.
- If you did not choose to create a page then enter the Facebook page name or URL of the page that you want to request access to or add in your business manager account.
Add Your Facebook Advertising Account
Here’s a step by step process:
Facebook Ad Account Structure
The Facebook ad account is structured as shown in the image below:
Let’s understand some important points about this graph point wise:
- The Facebook Business Manager account can manage multiple ad accounts. This feature is particularly useful if you have more than one business to promote or you are an advertising agency handling multiple Facebook accounts.
- Campaigns define the goal of your advertising. For example you may want to run a Facebook ad campaign to get more likes or you may need to promote your website through Facebook. There can be multiple campaigns inside an ad account.
- Ad Groups define the audience that you want to target. The targeting can include your target audience’s various characteristics such as their age, gender, location, device, interests, etc. There can be multiplex Ad Groups inside a campaign.
- Ads define the particular creative/ message that you want to show your audience in order to achieve your advertising goal. There can be multiple ads inside an ad group.
Choosing your Budget and Audience through Ad Groups
As described in the previous section Ad Groups are used to select the target audience that you want to show ads to. Given below is a step by step procedure which you can use to choose your ideal target audience.
- Select your budget and schedule
- You can have a lifetime budget or a daily budget. Choose the budget setting you want.
- Select the start and end date of your campaign.
- You can choose to run your ads irrespective of time or you may choose the time and days on which you want to show your ads.
- If you choose to run your ads on a schedule then you will be required to select the date and time on which your campaign will remain active. Each box represents an hour of campaign.
- Choose your audience
- You can choose to create an audience or you may use a saved audience that you had previously created.
- You can choose to import a custom audience.
- Choose the location in which you want to show your ad to your customer. Notice there are 4 ways in which you can choose to show your ads.
- If you choose everyone in this location. Facebook will show your ad to people who are even remotely connected to the chosen location.
- If you choose people who live in this location then Facebook will show your ad to people who are currently living in the chosen location.
- If you choose people who were recently in this location, Facebook will show you ad to people who are not currently in the location but they were at a previous point in time.
- If you choose people travelling to this location, Facebook will show your ad to people who are travelling to your chosen location.
- You can also add locations in bulk.
- Choose location type.
- Start adding the locations one after the other.
- Choose the age group of your preferred audience.
- Choose gender.
- Choose the languages your target audience speaks.
- If you want to choose the detailed targeting option, then you can also target your ads to more specific audience based on the audience’s demographics, interests and behaviors. You can exclude people based on their demographic properties, interests and behaviors. Detailed targeting is explained in detail in this article about Exploring Facebook Detailed Targeting Options.
- Choose the connection type based on how people interacted with your page, mobile app or events.
- You can save your audience so that you can use this in other ad groups if you want.
- Choose where you want Facebook to place your ads. The Facebook Feeds, Stories, Instragram Feeds and Stories placements are highly recommended and must be included in placements.
- You can also choose specific mobile devices in which you want to show your ads, exclude content, apply block list or exclude certain categories in which you don’t want your ads to show.
- Optimization and ad delivery settings vary for different campaign goals. They will be discussed in detail in the later sections.
Facebook Ad Types
Given below is an infographic that explains the different ad types available on Facebook and their uses.
Types of Paid Ad Campaigns
There are different ad campaign types based on different advertising goals. Given below in this infographic is a list of ad campaign types and their basic objective:
Creating a Pixel
Installing the Facebook Pixel Code in your website
The anatomy of a Pixel Code is very simple. The code consists of two parts: base code and event code. The base code tracks traffic and event code specifies the kind of traffic. Let me explain this with the help of an example. A person visiting your website will be tracked by the pixel code and will be classified as simple traffic or PageView but if the person commits and action that counts as a conversion for you, for example: Purchasing a product, adding an item to a cart or filling a personal information form then you need to track this through an event.
Once the pixel code is created your need to paste the base code on all the pages of your website but the event code will vary. Let us learn this through these simple steps.
Installing the Pixel Base Code
You can choose to install the code manually or through any kind of plugin if you are using CMS. If you choose the option of copy and pasting the code then you will see the install base code page. Just click on the base code and it will be copied.
Once you have installed the Base Code, Facebook will automatically ask you to configure the event code. You will see the screen as given below.
So you can see that Facebook has classified events into various categories. Let’s choose E-Commerce and Retail and you will see the following event available to track on Facebook.
Let’s take an example that we want to track people who add items to the cart. Once you click on Add to Cart you will see that Facebook gives you the event tracking code that looks like this:
This is the event tracking code.
Copy and paste the base code and event code on the header section of the page that you want to track and voila the pixel setup is complete.
Once you are able to track people who come to your website through pixels, it is time to create a custom audience. To keep things simple, I will not go into much detail about all the audiences feature of Facebook. Here we will create simple audience who visited a certain page on your website. So here it goes:
- Once you choose the website traffic option you can choose:
- The Pixel whose traffic information you want to capture.
- The default audience definition is all website traffic. This indicates that the audience will comprise of the all the people who visited your website in the past 30 days.
- Name the audience and click create audience.
- The custom audience is created.
Creating a Custom Audience with a Customer File
While creating a custom audience you can choose to manually upload your audience in the type of a customer file.
Follow the steps below:
- Choose the customer file option.
- Choose the option highlighted below.
- Accept the terms and conditions.
- Click on Download File Template.
- Make your audience file in the format given by Facebook.
- Upload your file, choose the origin of upload, give a name to your audience and click next.
- Your custom audience is now created and ready to use.
Remarketing on Facebook
Now that you have created a custom audience, it is time to learn about re-marketing. Re-marketing is when you want to show your ads to people who have either visited your website, business, app, engaged with your post, made a purchase, added a product to cart or completed any other action on your website/app/ business.
Once you have created a custom audience, all you need to do is to put this audience in an ad set and Voila your re-marketing campaign is ready.
This is just a simple two step process.
- While creating an ad set choose the custom audience option.
- Now choose the audience that you just created and publish the ad set.
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