If you’ve ever thought about trying out Facebook ads but have held back for some reason: now is the time! Not only are they performing better than ever, but at a lower cost. In 2013, Facebook ads were clicked 29% more often than the year before, and the ROI was 58% higher.
Not sure how to get started? That’s what we’re here for. Below we’ve laid out step-by-step directions to setting up every type of Facebook ad:
First, go to your Ads Manager on the left-hand side of the Facebook Home screen.
Once you’re there, click “Create an Ad.”
There are several options at this point. Every account has different needs, and Facebook’s ad platform has really evolved over time to reflect that. Without having to know much about the specific inner-workings of Facebook ads, all you really need to know is the results you’re looking to get.
Select the desired result:
1. PAGE POST ENGAGEMENT
To create ads that boost your posts and increase likes, comments, shares, video plays, and photo views, start with this option. The ads you create here will primarily exist in users’ News Feeds.
- In the ads manager, select page post engagement.
- Pick one of your recent posts to promote, or click on the + button to create a new post.
- Tailor your ad based on where you want it to appear (news feed, right column), audience, and budget.
- Choose whether or not you also want to include sponsored stories.
- Determine your optimization and bid (or let Facebook automatically do this for you to test the best method).
- Name your campaign so you can keep track of it later, and place your order!
PRO TIP: If you’re looking to increase engagement, you can simply boost a post from your page’s timeline without having to dive into the ad interface at all. Just follow the instructions below!
- At the bottom right corner of the post you want to promote, click boost post.
- Set a budget for the day.
- Choose to either target a specific audience, or promote to people connected to you and their friends.
- Determine your optimization and bid.
- Place order and go!
2. PAGE LIKES
Increased engagement is great for pages that already have a strong fanbase, but maybe you need to build yours from the ground up. No problem. To optimize your campaign to get more new page likes, choose this option.
- From the Ads Manager, click on Page Likes.
- Pick at least one image to use for the promotion—either from images you already have in albums, or by uploading them. The recommended size for news feed advertising is 600 pixels by 225 pixels. If you decide to try more than one image, Facebook will cycle through the images depending on which ones perform the best.
- Create a headline and ad text (max 90 characters long).
- Choose whether you want to include sponsored stories.
- Choose the audience you want to target with these ads—don’t be afraid to get really granular.
- Determine your optimization and bid, or let Facebook take the lead on this and suggest a bid for you.
- Determine your budget and place your order.
3. CLICKS TO WEBSITE
You might not necessarily even want additional Facebook fans or engagement right now. Do you need to increase traffic to your website more than anything else? No problem. Get Facebook users to go straight to your site through this option.
- From the Ads Manager, select Clicks to Website.
- Put in the URL for the site you want to increase traffic for.
- Upload at least one image to use for the promotion (600px x 225px for News Feed ads, 111px by 74px for the side bar).
- Create a headline and ad text.
- Select the audience you’d like to target.
- Determine your optimization and bid, or follow Facebook’s suggestions for both.
- Select your budget, place the order.
4. WEBSITE CONVERSIONS
This ad was just introduced, and allows you to create ads to promote specific actions for people to take on your website. You’ll need to use a conversion-tracking pixel to measure results. This will help track and boost the ROI of your Facebook ads and determine conversions like a paid ad in Google or Bing.
- From the Ads Manager, click on Website Conversions.
- Once you have your conversion-tracking pixel set up, enter a URL.
- Choose a headline, text, target audience, budget, and time frame for the campaign.
- Determine your optimization and bid, or have Facebook do this for you and place your order!
And that’s it! You’re on your way to reaping the benefits of a successful Facebook ad campaign. Of course, there are tricks to targeting the right audience, optimizing your bids, and creating ad headlines and text that really grab users’ attention, but at least you’ll have the basic framework down.
Working on sprucing up your Facebook page for all the new fans you’re going to get from these ads? Check out our Facebook Timeline Cheat Sheet for brand pages and find all the image dimensions in one place!
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