The Definitive Guide to Facebook Advertising

The​ ​Definitive​ ​Guide​ ​to​ ​Facebook​ ​Advertising

Facebook​ ​Advertising​ ​Guide​ ​for​ ​e-commerce​ ​consists​ ​of​ ​2​ ​chapters:

Chapter​ ​1​:​ ​An​ ​Introduction​ ​to​ ​Facebook​ ​Ads:​ ​Why​ ​advertising​ ​on​ ​Facebook​ ​works and​ ​4​ ​prerequisite​ ​steps​ ​to​ ​get​ ​started​ ​with​ ​ads.

Chapter​ ​2​:​ ​How​ ​to​ ​Run​ ​Facebook​ ​Ads​ ​that​ ​actually​ ​convert:​ ​A​ ​step-by-step​ ​guide​ ​on how​ ​to​ ​get​ ​set​ ​up​ ​with​ ​different​ ​types​ ​of​ ​Facebook​ ​ads.

Chapter​ ​1

An​ ​Introduction​ ​to​ ​Facebook​ ​Ads

Why​ ​Advertising​ ​on​ ​Facebook​ ​Works​ ​Facebook’s​ ​staggering​ ​1.32​ ​billion​ ​average daily​ ​active​ ​users​ ​makes​ ​it​ ​the​ ​unprecedented​ ​most​ ​popular​ ​social​ ​media.​ ​Its enormous​ ​popularity​ ​is​ ​a​ ​hub​ ​of​ ​rich​ ​audience​ ​activities​ ​which​ ​makes​ ​it​ ​the top-most​ ​social​ ​media​ ​platform​ ​with​ ​best​ ​ROI​ ​according​ ​to​ ​seasoned​ ​and​ ​successful social​ ​media​ ​advertisers.

Advertising​ ​on​ ​Facebook​ ​also​ ​offers​ ​eCommerce​ ​businesses​ ​with​ ​many opportunities​ ​for​ ​traffic​ ​and​ ​sales.​ ​In​ ​a​ ​study​ ​exploring​ ​the​ ​effectiveness​ ​of​ ​social media​ ​for​ ​Shopify​ ​stores,​ ​Facebook​ ​dominated​ ​as​ ​a​ ​source​ ​of​ ​social​ ​traffic​ ​(63%) and​ ​with​ ​the​ ​highest​ ​conversion​ ​rate​ ​(1.85%).

Getting​ ​Started​ ​with​ ​Facebook​ ​Ads

Now​ ​that​ ​you​ ​are​ ​aware​ ​of​ ​Facebook​ ​Advertising’s​ ​unrivaled​ ​potential​ ​for​ ​online stores​ ​to​ ​get​ ​closer​ ​to​ ​your​ ​audience​ ​and​ ​increase​ ​new​ ​potential​ ​customers​ ​reach and​ ​referral​ ​traffic,​ ​you​ ​are​ ​ready​ ​to​ ​start​ ​now.​ ​Let’s​ ​jump​ ​to​ ​these​ ​prerequisite steps:

Step​ ​1​ ​–​ ​Choosing​ ​your​ ​appropriate​ ​Facebook​ ​Advertising​ ​Tool

Originally,​ ​there​ ​are​ ​two​ ​platforms​ ​to​ ​run​ ​advertising​ ​on​ ​Facebook:​ ​the​ ​Ads Manager​ ​(Basic)​ ​and​ ​the​ ​Power​ ​Editor​ ​(Advanced).​ ​Several​ ​guides​ ​and​ ​even Facebook​ ​still​ ​mention​ ​both​ ​tools​ ​and​ ​this​ ​is​ ​a​ ​good​ ​time​ ​to​ ​orient​ ​you​ ​about​ ​the recent​ ​change.

This​ ​September​ ​2017,​ ​Facebook​ ​announced​ ​that​ ​Ads​ ​Manager​ ​and​ ​Power​ ​Editor have​ ​been​ ​combined​ ​into​ ​a​ ​single​ ​platform​ ​called​ ​as​ ​“Ads​ ​Manager.”​ ​This​ ​makes Facebook​ ​ads​ ​creation​ ​and​ ​management​ ​a​ ​lot​ ​easier​ ​for​ ​businesses.

Step​ ​2​ ​–​ ​Understanding​ ​Ad’s​ ​Structure​ ​prior​ ​to​ ​Advertising​ ​on​ ​Facebook

Before​ ​you​ ​can​ ​even​ ​start​ ​setting​ ​up​ ​your​ ​Facebook​ ​ad,​ ​understanding​ ​and familiarizing​ ​how​ ​ad​ ​campaigns​ ​are​ ​structured​ ​will​ ​ease​ ​you​ ​all​ ​throughout​ ​the process.​ ​The​ ​campaign​ ​structure​ ​helps​ ​you​ ​gain​ ​insights​ ​as​ ​to​ ​how​ ​your​ ​ads​ ​will actually​ ​run​ ​on​ ​Facebook.

Here’s​ ​how​ ​Facebook​ ​advertising​ ​is​ ​structured:

Step​ ​3​ ​–​ ​Setting​ ​up​ ​your​ ​Facebook​ ​Ad​ ​Campaign​ ​and​ ​Account

We​ ​assume​ ​you​ ​already​ ​setup​ ​your​ ​Facebook​ ​business​ ​page,​ ​else​ ​you​ ​can​ ​not proceed​ ​with​ ​the​ ​rest​ ​of​ ​the​ ​steps.​ ​If​ ​yes,​ ​you​ ​can​ ​head​ ​straight​ ​to​ ​Facebook​ ​Ads Manager​ ​and​ ​create​ ​your​ ​Facebook​ ​ad.

This​ ​step​ ​is​ ​very​ ​fundamental​ ​for​ ​your​ ​campaign.​ ​This​ ​is​ ​defining​ ​what​ ​you​ ​want​ ​to achieve​ ​and​ ​creating​ ​your​ ​account​ ​that​ ​will​ ​manage​ ​all​ ​your​ ​ads.​ ​Basically,​ ​in​ ​the campaign​ ​structure,​ ​you​ ​will​ ​be​ ​dealing​ ​with​ ​Campaign​ ​and​ ​Account.

Campaign:​ ​Choosing​ ​your​ ​marketing​ ​objective

Any​ ​marketing​ ​campaign​ ​starts​ ​with​ ​an​ ​objective.​ ​The​ ​campaign​ ​objective​ ​basically answers​ ​why​ ​you​ ​want​ ​to​ ​run​ ​an​ ​advertising​ ​on​ ​Facebook​ ​in​ ​the​ ​first​ ​place.​ ​Your objective​ ​must​ ​be​ ​able​ ​to​ ​tell​ ​you​ ​the​ ​action​ ​of​ ​people​ ​when​ ​they​ ​see​ ​your Facebook​ ​ads.

Facebook​ ​categorizes​ ​a​ ​campaign​ ​objective​ ​into​ ​three​ ​overall​ ​business​ ​goals:

1. Awareness:​ ​Increase​ ​familiarity​ ​and​ ​interest​ ​over​ ​a​ ​product,​ ​service​ ​or business.

2. ​ ​Consideration:​ ​Get​ ​people​ ​to​ ​start​ ​evaluating​ ​your​ ​offers​ ​if​ ​they​ ​match​ ​their needs​ ​and​ ​wants.

3. Conversion:​ ​Motivate​ ​people​ ​to​ ​purchase​ ​your​ ​solutions​ ​or​ ​take​ ​valuable actions​ ​for​ ​your​ ​business.

Each​ ​overall​ ​business​ ​goal​ ​has​ ​different​ ​objectives:

Let’s​ ​discuss​ ​each​ ​of​ ​the​ ​objectives:

Awareness 1. Brand​ ​Awareness:​ ​Increase​ ​people’s​ ​recognition​ ​of​ ​the​ ​availability​ ​and existence​ ​of​ ​your​ ​product,​ ​service​ ​or​ ​brand.

2. Reach:​ ​Expose​ ​your​ ​ad​ ​to​ ​as​ ​many​ ​people​ ​as​ ​possible​ ​to​ ​your​ ​target audience.

Consideration 1. Traffic​:​ ​Drive​ ​people​ ​to​ ​visit​ ​your​ ​website​ ​or​ ​use​ ​your​ ​app.

2. App​ ​Installs​:​ ​Encourage​ ​people​ ​to​ ​download​ ​your​ ​app.

3. Engagement​:​ ​Heighten​ ​your​ ​post’s​ ​exposure​ ​to​ ​a​ ​large​ ​audience​ ​to​ ​increase likes,​ ​comments,​ ​shares,​ ​photo​ ​views,​ ​offer​ ​claims​ ​or​ ​event​ ​responses.

4. Video​ ​Views​:​ ​Showcase​ ​your​ ​video​ ​to​ ​a​ ​wide​ ​audience​ ​to​ ​raise​ ​awareness around​ ​your​ ​brand.

5. Lead​ ​Generation​:​ ​Gather​ ​new​ ​prospects​ ​for​ ​your​ ​business​ ​by​ ​getting​ ​lead information​ ​such​ ​as​ ​email​ ​addresses.

Conversion 1. Conversions​:​ ​Drive​ ​valuable​ ​actions​ ​like​ ​website​ ​conversion​ ​and​ ​app engagement.

2. Product​ ​Catalog​ ​Sales​:​ ​Link​ ​your​ ​Facebook​ ​ads​ ​to​ ​your​ ​product​ ​catalog 3. Store​ ​Visits​:​ ​Drive​ ​customers​ ​to​ ​visit​ ​your​ ​physical​ ​stores.

Account:​ ​Setting​ ​up​ ​your​ ​Ad​ ​Account

After​ ​choosing​ ​your​ ​campaign​ ​objective,​ ​you​ ​will​ ​need​ ​to​ ​set​ ​up​ ​your​ ​advertising account.​ ​Setting​ ​up​ ​your​ ​account​ ​allows​ ​you​ ​to​ ​set​ ​permission​ ​to​ ​other​ ​people before​ ​you​ ​can​ ​proceed​ ​with​ ​your​ ​ad​ ​sets​ ​and​ ​ads.

Make​ ​sure​ ​to​ ​select​ ​the​ ​correct​ ​currency​ ​and​ ​time​ ​zone​ ​as​ ​they​ ​will​ ​also​ ​be​ ​used​ ​in your​ ​future​ ​billing​ ​and​ ​reporting.​ ​Learn​ ​more​ ​about​ ​Ad​ ​Accounts​ ​and​ ​Permissions.

Step​ ​4​ ​–​ ​Building​ ​your​ ​Target​ ​Audience​ ​with​ ​Ad​ ​Set

The​ ​first​ ​requirement​ ​of​ ​the​ ​Ad​ ​Set​ ​is​ ​for​ ​you​ ​to​ ​identify​ ​the​ ​type​ ​of​ ​people​ ​whom you​ ​want​ ​to​ ​serve​ ​your​ ​ads​ ​to.​ ​Again,​ ​even​ ​though​ ​Facebook​ ​has​ ​a​ ​massive audience,​ ​you​ ​cannot​ ​just​ ​show​ ​your​ ​ads​ ​to​ ​everybody.

Audience:​ ​Identifying​ ​who​ ​you​ ​want​ ​to​ ​see​ ​your​ ​ads

Each​ ​campaign​ ​objective​ ​has​ ​a​ ​very​ ​specific​ ​target​ ​audience.​ ​This​ ​means​ ​that​ ​your target​ ​audience​ ​will​ ​depend​ ​heavily​ ​on​ ​what​ ​your​ ​advertising​ ​goal​ ​is.​ ​The​ ​more specific​ ​your​ ​target​ ​audience​ ​is,​ ​the​ ​more​ ​effective​ ​your​ ​campaign​ ​will​ ​be.

Location,​ ​age,​ ​and​ ​gender​ ​are​ ​essential​ ​targeting​ ​criteria​ ​which​ ​are​ ​fundamentals​ ​in the​ ​‘Audience’​ ​form.​ ​However,​ ​the​ ​versatility​ ​of​ ​Ads​ ​Manager​ ​allows​ ​you​ ​to​ ​craft who​ ​you​ ​want​ ​to​ ​serve​ ​your​ ​ads​ ​to​ ​based​ ​on​ ​the​ ​following:

1. Custom​ ​Audience​ ​Targeting You​ ​can​ ​create​ ​a​ ​Custom​ ​Audience​ ​based​ ​on​ ​the​ ​people​ ​who​ ​already​ ​have interactions​ ​with​ ​your​ ​online​ ​store,​ ​whether​ ​it’s​ ​inside​ ​or​ ​outside​ ​of​ ​Facebook.

Here​ ​are​ ​four​ ​ways​ ​to​ ​create​ ​a​ ​Custom​ ​Audience:

If​ ​you​ ​want​ ​to​ ​build​ ​your​ ​Custom​ ​Audience,​ ​here​ ​are​ ​helpful​ ​links​ ​based​ ​on:

a.​ ​Customer​ ​File b.​ ​Website​ ​Traffic c.​ ​App​ ​Activity d.​ ​Engagement

Read​ ​more​ a ​ t​ ​out​ ​articles.

2.​ ​Detailed​ ​Targeting

Detailed​ ​targeting​ ​enables​ ​flexibility​ ​in​ ​your​ ​targeting​ ​by​ ​further​ ​refining​ ​your audience​ ​based​ ​on​ ​the​ ​following:

Detailed​ ​targeting​ ​is​ ​very​ ​flexible​ ​to​ ​use.​ ​You​ ​just​ ​need​ ​to​ ​fill​ ​out​ ​two​ ​general actions:​ ​Include​ ​or​ ​Exclude​ ​people.

Read​ ​more​ a ​ t​ ​out​ ​articles.

3.​ ​Connections​ ​Targeting

You​ ​can​ ​target​ ​people​ ​who​ ​have​ ​a​ ​specific​ ​kind​ ​of​ ​connection​ ​to​ ​your​ ​online business.​ ​This​ ​will​ ​help​ ​you​ ​narrow​ ​the​ ​people​ ​who​ ​will​ ​see​ ​your​ ​ad.​ ​You​ ​can exclude​ ​or​ ​include​ ​people​ ​based​ ​on​ ​the​ ​following​ ​connections:

a.​ ​Facebook​ ​Page ● People​ ​who​ ​like​ ​your​ ​Page ● Friends​ ​of​ ​people​ ​who​ ​like​ ​your​ ​Page ● Exclude​ ​people​ ​who​ ​like​ ​your​ ​Page

b.​ ​Apps ● People​ ​who​ ​used​ ​your​ ​app ● Friends​ ​of​ ​people​ ​who​ ​used​ ​your​ ​app ● Exclude​ ​people​ ​who​ ​used​ ​your​ ​app

c.​ ​Events ● People​ ​who​ ​responded​ ​to​ ​your​ ​event ● Exclude​ ​people​ ​who​ ​already​ ​responded​ ​to​ ​your​ ​event

d.​ ​Advanced​ ​Combinations

4.​ ​Lookalike​ ​Audience​ ​Targeting

Lookalike​ ​Audience​ ​is​ ​a​ ​way​ ​to​ ​target​ ​new​ ​people​ ​who​ ​can​ ​be​ ​potentially​ ​interested with​ ​your​ ​online​ ​store​ ​based​ ​on​ ​their​ ​similarity​ ​to​ ​your​ ​current​ ​customers.​ ​Your new​ ​lookalike​ ​audiences​ ​will​ ​be​ ​based​ ​on​ ​the​ ​traits​ ​from​ ​one​ ​of​ ​the​ ​following sources: ● Custom​ ​Audiences ● Website​ ​Visitors ● Page​ ​Fans You​ ​can​ ​click​ ​here​ ​to​ ​follow​ ​the​ ​step-by-step​ ​guide​ ​to​ ​create​ ​a​ ​lookalike​ ​audience.

Targeting:​ ​Are​ ​you​ ​targeting​ ​the​ ​right​ ​audience?

One​ ​of​ ​the​ ​main​ ​ingredients​ ​to​ ​a​ ​successful​ ​Facebook​ ​advertising​ ​is​ ​better​ ​targeting techniques​ ​and​ ​you​ ​can​ ​optimize​ ​your​ ​ad​ ​targeting​ ​by​ ​understanding​ ​the​ ​profile​ ​of your​ ​target​ ​audience,​ ​especially​ ​how​ ​they​ ​think​ ​and​ ​behave.​ ​The​ ​more​ ​customer insights​ ​you​ ​uncover,​ ​the​ ​better​ ​equipped​ ​you​ ​are​ ​to​ ​convey​ ​meaningful​ ​messages to​ ​your​ ​audience.

Facebook’s​ ​Audience​ ​Insights​ ​tool​ ​provides​ ​an​ ​easy​ ​access​ ​to​ ​analyze​ ​your customer​ ​data​ ​in​ ​an​ ​aggregated​ ​view​ ​of​ ​their​ ​geography,​ ​demographics,​ ​purchase behavior,​ ​and​ ​more.​ ​Basically,​ ​you​ ​can​ ​analyze​ ​data​ ​from​ ​the​ ​following​ ​sources:

● Everyone​ ​on​ ​Facebook:​ ​ ​all​ ​Facebook​ ​users ● People​ ​connected​ ​to​ ​your​ ​page:​ ​your​ ​page’s​ ​fans ● A​ ​Custom​ ​Audience:​ ​your​ ​existing​ ​customers​ ​which​ ​we​ ​have​ ​discussed​ ​earlier in​ ​the​ ​Custom​ ​Audience​ ​Targeting​ ​section.

The​ ​Audience​ ​Insights​ ​tool​ ​is​ ​so​ ​powerful​ ​that​ ​it​ ​directs​ ​you​ ​to​ ​the​ ​types​ ​of​ ​audience you​ ​need​ ​to​ ​start​ ​targeting.​ ​It​ ​will​ ​help​ ​you​ ​identify​ ​your​ ​buyer​ ​persona​ ​which​ ​is​ ​a representation​ ​of​ ​your​ ​ideal​ ​customer​ ​based​ ​on​ ​the​ ​analysis​ ​of​ ​your​ ​existing customers.

You​ ​can​ ​also​ ​craft​ ​better​ ​content​ ​marketing​ ​ideas​ ​based​ ​on​ ​their​ ​behavior​ ​and profile.

Audience​ ​Size:​ ​Do​ ​you​ ​have​ ​enough​ ​audience​ ​for​ ​your​ ​campaign?

Generally​ ​speaking,​ ​there’s​ ​no​ ​recommended​ ​number​ ​of​ ​people​ ​per​ ​ad.​ ​The​ ​quality of​ ​your​ ​audience​ ​is​ ​more​ ​significant​ ​compared​ ​to​ ​your​ ​audience​ ​size.​ ​You​ ​should consider​ ​your​ ​campaign​ ​objective​ ​to​ ​determine​ ​if​ ​you​ ​have​ ​enough​ ​audience​ ​as your​ ​audience​ ​size​ ​will​ ​follow​ ​your​ ​overall​ ​goal.

But,​ ​you​ ​can​ ​check​ ​the​ ​‘Audience​ ​Size’​ ​on​ ​the​ ​right-hand​ ​corner​ ​of​ ​your​ ​Ads Manager​ ​to​ ​check​ ​if​ ​you​ ​have​ ​a​ ​broad​ ​or​ ​specific​ ​audience.​ ​As​ ​much​ ​as​ ​possible, you​ ​want​ ​to​ ​be​ ​highly​ ​targeted.

Chapter​ ​2:

​ ​How​ ​to​ ​Run​ ​Facebook​ ​Ads​ ​that​ ​Convert

After​ ​dealing​ ​with​ ​the​ ​right​ ​audience​ ​to​ ​target,​ ​Chapter​ ​2​ ​will​ ​help​ ​you​ ​define​ ​your placements,​ ​budget,​ ​and​ ​schedule.

Step​ ​1​ ​–​ ​Putting​ ​up​ ​your​ ​Ad​ ​Set​ ​for​ ​Placements,​ ​Budgeting,​ ​and​ ​Scheduling

Placements:​ ​Displaying​ ​your​ ​ads​ ​to​ ​the​ ​right​ ​people​ ​in​ ​the​ ​right​ ​places

Your​ ​ad​ ​placements​ ​are​ ​the​ ​different​ ​places​ ​where​ ​your​ ​ads​ ​will​ ​be​ ​displayed.​ ​In most​ ​cases,​ ​advertising​ ​on​ ​Facebook​ ​is​ ​recommended​ ​to​ ​run​ ​across​ ​Facebook’s family​ ​of​ ​apps​ ​and​ ​services.​ ​Here​ ​are​ ​the​ ​currently​ ​available​ ​Facebook​ ​Ad​ ​family placements:

Advertising​ ​on​ ​Facebook​ ​allows​ ​you​ ​to​ ​choose​ ​two​ ​placement​ ​options:​ ​Automatic Placements​ ​and​ ​Manual​ ​Placements.

Automatic​ ​placements

Placements​ ​automatically​ ​created​ ​by​ ​Facebook​ ​have​ ​been​ ​calculated​ ​to​ ​find​ ​the most​ ​relevant​ ​audience​ ​and​ ​less​ ​expensive​ ​results​ ​available​ ​across​ ​all​ ​other placements.​ ​We​ ​recommend​ ​this​ ​if​ ​you​ ​want​ ​to​ ​make​ ​the​ ​most​ ​of​ ​your​ ​budget.

Automatic​ ​placements​ ​have​ ​optimized​ ​the​ ​delivery​ ​of​ ​Facebook​ ​ads​ ​to​ ​get​ ​the​ ​most cost​ ​efficient​ ​result.​ ​Learn​ ​more​ ​about​ ​how​ ​Facebook​ ​calculates​ ​Automatic Placements.

Manual​ ​placements

For​ ​more​ ​savvy​ ​advertisers,​ ​you​ ​can​ ​manually​ ​edit​ ​your​ ​placements​ ​with​ ​the​ ​‘Edit Placements’​ ​option.​ ​This​ ​will​ ​allow​ ​you​ ​to​ ​control​ ​which​ ​device​ ​type​ ​(Mobile​ ​Only, Desktop​ ​Only,​ ​All​ ​Devices)​ ​your​ ​ads​ ​will​ ​be​ ​shown.

You​ ​can​ ​also​ ​remove​ ​a​ ​specific​ ​platform​ ​of​ ​your​ ​choosing.​ ​Take​ ​note,​ ​however,​ ​that there​ ​are​ ​automatically​ ​ineligible​ ​platforms​ ​depending​ ​on​ ​your​ ​campaign​ ​objective.

For​ ​example,​ ​brand​ ​awareness​ ​can​ ​not​ ​be​ ​run​ ​on​ ​Messenger.

The​ ​‘Advanced​ ​Options’​ ​will​ ​also​ ​allow​ ​you​ ​to​ ​be​ ​more​ ​flexible​ ​and​ ​specific​ ​on​ ​your ad​ ​placements​ ​based​ ​on​ ​the​ ​following:

1. Specific​ ​Mobile​ ​Devices​ ​and​ ​Operating​ ​Systems:​ ​Android​ ​Only,​ ​iOS​ ​Only,​ ​All Mobile​ ​Devices.

2. Category​ ​Exclusions:​ ​You​ ​can​ ​also​ ​prevent​ ​your​ ​ads​ ​from​ ​showing​ ​up​ ​under specific​ ​categories​ ​that​ ​go​ ​against​ ​your​ ​brand​ ​image.

3. Block​ ​Lists:​ ​Through​ ​Business​ ​Manager​ ​you​ ​can​ ​block​ ​your​ ​ads​ ​from​ ​running on​ ​the​ ​below​ ​categories.​ ​Learn​ ​How​ ​to​ ​Create​ ​Block​ ​Lists.

a.​ ​Specific​ ​websites​ ​or​ ​apps​ ​within​ ​the​ ​Audience​ ​Network b.​ ​The​ ​Instant​ ​Articles​ ​of​ ​specific​ ​publishers c.​ ​Eligible​ ​videos​ ​of​ ​Pages​ ​included​ ​in​ ​the​ ​Facebook​ ​in-stream​ ​placement

Budget​ ​&​ ​Schedule:​ ​Determining​ ​how​ ​much​ ​you’d​ ​like​ ​to​ ​pay,​ ​and​ ​when​ ​you’d like​ ​your​ ​ads​ ​to​ ​become​ ​visible

In​ ​this​ ​part,​ ​you​ ​will​ ​be​ ​prompted​ ​to​ ​set​ ​your​ ​budget,​ ​either​ ​daily​ ​or​ ​lifetime,​ ​and whether​ ​you​ ​will​ ​run​ ​your​ ​ad​ ​as​ ​early​ ​as​ ​today​ ​continuously​ ​or​ ​set​ ​a​ ​specific​ ​start and​ ​end​ ​date.

We​ ​recommend​ ​that​ ​you​ ​start​ ​with​ ​the​ ​lowest​ ​amount​ ​possible.​ ​This​ ​will​ ​allow​ ​you to​ ​have​ ​more​ ​time​ ​to​ ​analyze​ ​and​ ​test​ ​your​ ​Facebook​ ​ad.

The​ ​Ads​ ​Manager​ ​will​ ​automatically​ ​show​ ​how​ ​much​ ​money​ ​you​ ​will​ ​need​ ​to​ ​spend for​ ​the​ ​duration​ ​of​ ​your​ ​ads.

An​ ​advanced​ ​option​ ​of​ ​the​ ​Ad​ ​Set​ ​is​ ​the​ ​bidding​ ​process​ ​which​ ​allows​ ​you​ ​to optimize​ ​the​ ​delivery​ ​of​ ​your​ ​Facebook​ ​Ads.

Step​ ​2​ ​–​ ​Designing​ ​your​ ​Ad

Now​ ​that​ ​you’ve​ ​done​ ​with​ ​setting​ ​up​ ​your​ ​Account,​ ​Campaign,​ ​and​ ​Ad​ ​Set,​ ​it’s​ ​time to​ ​design​ ​your​ ​ads.​ ​But​ ​before​ ​that,​ ​you​ ​will​ ​begin​ ​with​ ​the​ ​following​ ​things: 1. Ad​ ​Name:​ ​It​ ​will​ ​help​ ​you​ ​identify​ ​in​ ​reporting,​ ​insights,​ ​tips,​ ​and​ ​notifications.

2. Pages:​ ​Represent​ ​your​ ​ad​ ​by​ ​selecting​ ​your​ ​Facebook​ ​Page​ ​or​ ​Instagram account.

Format:​ ​Selecting​ ​how​ ​you’d​ ​like​ ​your​ ​ad​ ​to​ ​look

This​ ​section​ ​helps​ ​you​ ​on​ ​how​ ​you​ ​want​ ​to​ ​visually​ ​tell​ ​your​ ​ad.​ ​You​ ​can​ ​use​ ​video, photo,​ ​text​ ​or​ ​a​ ​mix​ ​of​ ​those​ ​elements​ ​by​ ​determining​ ​the​ ​ad​ ​format.​ ​Of​ ​course,​ ​the ad​ ​format​ ​will​ ​be​ ​aligned​ ​to​ ​your​ ​marketing​ ​objective.

Below​ ​are​ ​the​ ​ad​ ​formats​ ​that​ ​are​ ​available​ ​on​ ​advertising​ ​on​ ​Facebook: 1. Single​ ​Image:​ ​Display​ ​beautiful​ ​photos​ ​to​ ​tell​ ​the​ ​story​ ​about​ ​your​ ​ads.

Recommended​ ​image​ ​specifications​ ​will​ ​be​ ​displayed​ ​by​ ​the​ ​Ads​ ​Manager.

Learn​ ​more:​ ​Photo​ ​Adverts 2. Video:​ ​Use​ ​sight,​ ​sound,​ ​and​ ​motion​ ​to​ ​convey​ ​your​ ​message.​ ​Learn​ ​more: Video​ ​Adverts 3. Slideshow:​ ​A​ ​faster​ ​alternative​ ​to​ ​video​ ​advert,​ ​build​ ​a​ ​lightweight​ ​video​ ​ad.

Learn​ ​more:​ ​Slideshow​ ​Adverts 4. Carousel:​ ​In​ ​a​ ​single​ ​ad,​ ​show​ ​multiple​ ​images​ ​or​ ​videos.​ ​Learn​ ​more: Carousel​ ​Adverts 5. Collection:​ ​Showcase​ ​a​ ​collection​ ​of​ ​your​ ​products​ ​in​ ​a​ ​single​ ​ad.​ ​Learn​ ​more about​ ​collection​ ​adverts.

6. Canvas:​ ​Optionally,​ ​you​ ​can​ ​choose​ ​Canvas​ ​for​ ​a​ ​full​ ​screen​ ​and​ ​fast-loading experience​ ​designed​ ​for​ ​mobile,​ ​and​ ​add​ ​them​ ​to​ ​any​ ​of​ ​the​ ​advert​ ​formats above.​ ​Learn​ ​more:​ ​Canvas​ ​Adverts

Text:​ ​Entering​ ​the​ ​right​ ​copy​ ​for​ ​your​ ​ad

Your​ ​ad’s​ ​text​ ​is​ ​a​ ​very​ ​crucial​ ​part​ ​to​ ​launch​ ​a​ ​successful​ ​advertising​ ​on​ ​Facebook.

Your​ ​images​ ​must​ ​be​ ​coupled​ ​with​ ​the​ ​right​ ​copy​ ​in​ ​order​ ​to​ ​motivate​ ​your audience​ ​to​ ​take​ ​an​ ​action.​ ​Below​ ​are​ ​critical​ ​points​ ​in​ ​a​ ​brand​ ​awareness​ ​campaign using​ ​a​ ​carousel​ ​ad.

Ad​ ​Preview:​ ​Checking​ ​how​ ​your​ ​ad​ ​campaign​ ​looks​ ​like​ ​in​ ​different​ ​feeds

The​ ​ad​ ​preview​ ​on​ ​the​ ​right​ ​side​ ​of​ ​the​ ​Ads​ ​Manager​ ​interface​ ​allows​ ​you​ ​to​ ​check how​ ​your​ ​ad​ ​will​ ​look​ ​like​ ​on​ ​different​ ​feeds​ ​and​ ​devices.

Advanced​ ​options​ ​on​ ​the​ ​ad​ ​section​ ​will​ ​allow​ ​you​ ​to​ ​do​ ​Pixel​ ​Tracking​ ​and​ ​Offline Tracking.

Reviewing​ ​Changes

Before​ ​hitting​ ​the​ ​‘Confirm’​ ​button,​ ​we​ ​always​ ​suggest​ ​clicking​ ​on​ ​the​ ​‘Review’ button​ ​to​ ​track​ ​any​ ​changes​ ​you’ve​ ​made​ ​and​ ​foolproof​ ​your​ ​campaign.

This​ ​will​ ​prompt​ ​you​ ​to​ ​review​ ​the​ ​vital​ ​aspects​ ​of​ ​the​ ​campaign​ ​structure: Campaign,​ ​Ad​ ​Set,​ ​and​ ​Ad.

Step​ ​3​ ​–​ ​Payment​ ​Methods​ ​when​ ​Advertising​ ​on​ ​Facebook

If​ ​it’s​ ​your​ ​first​ ​time​ ​to​ ​run​ ​a​ ​Facebook​ ​advertising,​ ​you​ ​will​ ​be​ ​asked​ ​to​ ​add​ ​a​ ​new payment​ ​method​ ​attached​ ​to​ ​your​ ​Facebook​ ​Ads​ ​account.​ ​Choose​ ​between Credit/Debit​ ​Card​ ​or​ ​Paypal​ ​account.

Once​ ​completed,​ ​your​ ​first​ ​advertising​ ​on​ ​Facebook​ ​is​ ​up​ ​and​ ​running!​ ​In​ ​some instances,​ ​you​ ​may​ ​need​ ​to​ ​wait​ ​for​ ​sometime​ ​before​ ​your​ ​ad​ ​is​ ​approved.​ ​Once your​ ​ad​ ​is​ ​approved,​ ​it​ ​will​ ​display​ ​as​ ​“Active”.

Step​ ​4​ ​–​ ​Managing​ ​an​ ​A/B​ ​Testing

A/B​ ​testing,​ ​a.k.a.​ ​split​ ​testing,​ ​helps​ ​eCommerce​ ​owners​ ​to​ ​understand​ ​how different​ ​advertising​ ​aspects​ ​impact​ ​the​ ​overall​ ​campaign​ ​result​ ​and​ ​performance.

By​ ​setting​ ​up​ ​an​ ​A/B​ ​test,​ ​you​ ​can​ ​evaluate​ ​different​ ​versions​ ​of​ ​a​ ​campaign​ ​ad​ ​and see​ ​what​ ​aspects​ ​work​ ​best​ ​and​ ​improve​ ​your​ ​future​ ​campaigns.

For​ ​example,​ ​you​ ​can​ ​perform​ ​an​ ​A/B​ ​test​ ​for​ ​the​ ​same​ ​ad​ ​on​ ​two​ ​different audiences​ ​to​ ​see​ ​which​ ​audience​ ​performed​ ​better.​ ​You​ ​can​ ​also​ ​use​ ​the​ ​same

audience​ ​and​ ​have​ ​different​ ​versions​ ​of​ ​an​ ​ad​ ​with​ ​same​ ​marketing​ ​objective.​ ​You can,​ ​then,​ ​have​ ​insights​ ​as​ ​to​ ​how​ ​different​ ​variables​ ​impact​ ​an​ ​ad’s​ ​success.

However,​ ​take​ ​note​ ​that​ ​Facebook’s​ ​A/B​ ​testing​ ​only​ ​supports​ ​the​ ​following business​ ​objectives: ● Traffic ● App​ ​installs ● Lead​ ​generation ● Conversions ● Video​ ​views ● Reach

You​ ​can​ ​create​ ​a​ ​split​ ​test​ ​using​ ​Ads​ ​Manager​ ​by​ ​following​ ​this​ ​step-by-step instruction.

Step​ ​5​ ​–​ ​Measuring​ ​your​ ​Facebook​ ​Ads​ ​results

Building,​ ​customizing​ ​and​ ​scheduling​ ​reports​ ​in​ ​Ads​ ​Manager

To​ ​show​ ​the​ ​campaign​ ​metrics​ ​that​ ​matter​ ​most​ ​to​ ​you,​ ​you​ ​can​ ​easily​ ​build​ ​a customized​ ​report​ ​using​ ​Ads​ ​Manager.​ ​To​ ​begin,​ ​you​ ​have​ ​to​ ​consider​ ​the​ ​following areas:

● Marketing​ ​objectives ● Ad​ ​formats ● Targeting​ ​and​ ​audience​ ​information

Changing​ ​your​ ​columns​ ​will​ ​help​ ​you​ ​see​ ​the​ ​metrics​ ​that​ ​are​ ​important​ ​to​ ​your campaign​ ​objective​ ​and​ ​overall​ ​advertising​ ​goals.​ ​Below​ ​are​ ​the​ ​categories​ ​of metrics​ ​in​ ​Ads​ ​Manager:

Once​ ​you​ ​have​ ​customized​ ​your​ ​data,​ ​ ​you​ ​can​ ​follow​ ​these​ ​reporting​ ​instructions.

Monitoring​ ​your​ ​A/B​ ​testing

● While​ ​your​ ​test​ ​campaigns​ ​are​ ​still​ ​running,​ ​do​ ​not​ ​make​ ​any​ ​changes​ ​or optimizations.​ ​Preferably,​ ​any​ ​modification​ ​must​ ​only​ ​be​ ​done​ ​to​ ​solve issues.​ ​If​ ​you​ ​introduce​ ​a​ ​change​ ​to​ ​a​ ​running​ ​campaign,​ ​results​ ​will​ ​become meaningless.

Analyzing​ ​your​ ​A/B​ ​test​ ​results ● Your​ ​analysis​ ​should​ ​be​ ​focused​ ​on​ ​the​ ​key​ ​metrics​ ​you’ve​ ​set​ ​when​ ​you created​ ​your​ ​A/B​ ​test​ ​design​ ​and​ ​hypothesis. ● The​ ​Ads​ ​Manager’s​ ​Split​ ​Testing​ ​feature​ ​will​ ​prove​ ​with​ ​your​ ​winning​ ​test result​ ​when​ ​the​ ​test​ ​is​ ​over. ● To​ ​understand​ ​about​ ​your​ ​A/B​ ​test​ ​result,​ ​here’s​ ​ ​how​ ​the​ ​winning​ ​test​ ​is determined​ ​and​ ​how​ ​to​ ​interpret​ ​your​ ​results.

Killing​ ​the​ ​ads​ ​that​ ​don’t​ ​add​ ​value

Depending​ ​on​ ​the​ ​result​ ​of​ ​your​ ​A/B​ ​test,​ ​you​ ​may​ ​want​ ​to​ ​make​ ​modifications​ ​to your​ ​ad​ ​campaigns.​ ​There​ ​are​ ​two​ ​options​ ​for​ ​the​ ​least​ ​performing​ ​campaign: 1. If​ ​you​ ​see​ ​that​ ​the​ ​campaign​ ​adds​ ​a​ ​different​ ​value​ ​from​ ​the​ ​winning campaign,​ ​modify​ ​an​ ​aspect​ ​to​ ​boost​ ​its​ ​performance; 2. If​ ​it​ ​doesn’t,​ ​cancel​ ​it​ ​right​ ​away.​ ​To​ ​kill​ ​the​ ​ad​ ​that​ ​doesn’t​ ​add​ ​value,​ ​follow the​ ​steps​ ​here.

Step​ ​6​ ​–​ ​Optimizing​ ​your​ ​Facebook​ ​Ads

Serve​ ​unique​ ​ad​ ​sets​ ​for​ ​each​ ​audience

Advertising​ ​on​ ​Facebook​ ​allows​ ​you​ ​to​ ​display​ ​separate​ ​ad​ ​sets​ ​for​ ​specific audiences.​ ​This​ ​means​ ​that​ ​if​ ​you​ ​have​ ​two​ ​heterogeneous​ ​audiences,​ ​you​ ​can create​ ​a​ ​distinct​ ​ad​ ​catered​ ​to​ ​their​ ​profile.​ ​By​ ​doing​ ​so,​ ​your​ ​targeting​ ​is​ ​better​ ​and smarter.

Include​ ​landing​ ​pages​ ​in​ ​your​ ​ads

Facebook​ ​helps​ ​eCommerce​ ​stores​ ​to​ ​reach​ ​a​ ​large​ ​audience.​ ​To​ ​make​ ​the​ ​most​ ​of the​ ​richness​ ​of​ ​Facebook​ ​audience,​ ​you​ ​need​ ​to​ ​make​ ​sure​ ​that​ ​you​ ​are​ ​driving your​ ​audience​ ​toward​ ​an​ ​action.​ ​Your​ ​Facebook​ ​ads​ ​must​ ​include​ ​a​ ​landing​ ​page for​ ​your​ ​products​ ​or​ ​a​ ​direct​ ​link​ ​to​ ​your​ ​website.

Establish​ ​a​ ​bidding​ ​strategy

A​ ​bid​ ​represents​ ​what​ ​you’d​ ​be​ ​willing​ ​to​ ​spend​ ​in​ ​order​ ​to​ ​optimize​ ​your​ ​ad delivery.​ ​A​ ​bidding​ ​strategy​ ​helps​ ​you​ ​control​ ​the​ ​cost​ ​per​ ​result​ ​the​ ​same​ ​way budgets​ ​caps​ ​your​ ​spending​ ​on​ ​an​ ​ad​ ​set.

Capture​ ​a​ ​wider​ ​audience,​ ​get​ ​results

Facebook​ ​isn’t​ ​just​ ​a​ ​social​ ​network​ ​for​ ​personal​ ​use​ ​anymore.​ ​It​ ​is​ ​a​ ​powerful​ ​and versatile​ ​marketing​ ​platform​ ​for​ ​online​ ​stores​ ​to​ ​reach​ ​new​ ​customers​ ​and​ ​keep existing​ ​customers​ ​engaged.​ ​In​ ​fact,​ ​Facebook​ ​is​ ​the​ ​leading​ ​global​ ​social​ ​influencer to​ ​consumer​ ​purchase.

With​ ​so​ ​much​ ​to​ ​gain,​ ​eCommerce​ ​businesses​ ​must​ ​start​ ​advertising​ ​on​ ​Facebook as​ ​soon​ ​as​ ​possible​ ​to​ ​stay​ ​relevant​ ​to​ ​their​ ​target​ ​audience​ ​and​ ​out-perform competitors.​ ​Following​ ​our​ ​step-by-step​ ​guide,​ ​you​ ​can​ ​run​ ​your​ ​first​ ​Facebook​ ​ad today,​ ​reach​ ​your​ ​customers,​ ​and​ ​convert​ ​them​ ​successfully.

Read​ ​more​ ​at​ ​our​ ​blog​.