Learning to use Facebook Ads Manager
Over the years, the Facebook Ads Manager platform has evolved and increased the abilities and options that advertisers have for targeting their audiences. This evolution has resulted in an extremely robust marketing tool which in no way could be fully explained in one blog post. Most recently, Facebook updated their Business interface, making it easier to find what you’re looking for and to view your work in a much more straightforward manner. The following just scratches the surface, but will provide those new to the platform with a foundation – so let’s get started!
Facebook Ad Basics
- Business.facebook.com – click on your business
- Click “ads manager” at the top of left hand column menu
- Click green button “create” to get started on a new campaign
- Choose “switch to guided creation” until you’re more acquainted with setup (this will walk you through)
- There are 3 levels to a full campaign – the main campaign, the ad set and the ads themselves – see below for more explanation of what goes on in each level
I. Campaign Objectives –
I typically use one of the following
- “reach” – when I want to get as many eyes on my post/content as possible, for a given audience
- “traffic” – when I want to get people to come to a website to see or do something
- “Video views” – when I want people to view a video
- “Page likes” – when I am trying to build the audience of a new or unpopular page
You can also set budget/schedule here.
II. Traffic/Ad Sets –
This is the next level down from a campaign, where you can choose your targeting/audience, so I try to label this as something that reminds me of what that is – ex. Derry +25, Retargeting, Customer List, etc.
There are 3 parts to the Audience section but the first we will skip for now because we don’t have any custom audiences created (this is a bit beyond the “basics”)
- Geographic – city, state, country with x mile radius, can be layered with age range, gender, and/or language
- Detailed Targeting
- Demographics: education, financial (income), life events, parental and relationship status, and employment
- Interests: basically include anything a user might have “liked” or added to their personal profile interests, there are many of these so I typically type keywords into the search bar and see what pops up – ex. craft beer, running (road running, trail running, running clubs)
- Behaviors: ex. gamers, political views, internet browser, shopping behavior
**You will see some overlap in some of the above targeting categories, they keep refining these, but they still have work to do! Best bet is if you’re looking for a specific theme/subject area, type into the search various versions of that and then go down and choose anything that seems to make sense.
I typically use this section for 1 of 2 things – either targeting people that like my page (sometimes I would add their friends) OR if I am doing a page like campaign, I would exclude those that already like my page.
Automatic will include any areas that your particular ad type is eligible for, edit placements allows you to pick and choose your placement. You can also choose device type here.
Budget and Schedule –
This can be set at either the Campaign or the Ad Group level depending on how you want to control and allocate your budget: daily/lifetime, start date/end date/continuous, how/when you get charged.
III. Ads –
There are many options here – the ones I typically use are either carousell (would work well for real estate listings, products, anything with multiple images/descriptions/landing URL OR a single image or video.
You can either upload your image or video and use as is or create a video slideshow with images and captions, there are various templates that you can play around with.
The elements you will need to input to create a simple image or video ad are as follows:
- Ad text – this can be whatever you want, but know that only the first few lines will show (depending on device – you can click through and see how it will appear on each) after that there will be a “view more” link in your ad where the viewer has to click to see what is below, so click through and see to be sure
- URL – where you want the traffic to land/what display URL you would like to have visible
- Headline – another content area underneath the display URL
- Call to action button if you would like one – you can link to your site here and in the text of your ad, if desired.
Now you’re ready to launch your campaign, monitor and learn about testing, optimizing and so much more. Additionally, Facebook Business offers some great courses to help you learn about their marketing platforms – you can get started here.