Advertising on Facebook is a very useful resource for the promotion of your company, products or services, and that can be highly effective , if you know how it works and of course how to handle it.
For this reason, and once you have finished reading and putting into practice each of the steps that I will indicate in this guide, you will see how advertising on Facebook is not so complicated, and the most important thing is that it will help you to obtain results or improve them.
To do this, I have prepared in detail this complete Facebook Ads guide updated to 2020, including the latest changes we can find on the Facebook Ad platform.
You should know that currently the advertising platform of Facebook, is one of the services of Social Ads, most used by companies.
In addition to its effectiveness, its low costs and its wide scope, adapting in this way to all types of budgets, businesses and objectives.
What is and how Facebook advertising works
The operation and success of advertising on Facebook, is based on its powerful tool for the generation of advertising campaigns, I tell you about your « Ad Manager» or «Facebook Ads Manager».
Facebook Ads, is the platform with which to create and manage advertising on Facebook.
Also and from this same platform, we can advertise on Instagram, and that is that both social networks belong to Mark Zuckerberg, owner of WhatsApp.
Today, social media advertising is part of the Online Marketing strategy of many companies.
Day by day, the number of companies that use this type of Online advertising to achieve their goals increases, whether through advertising on Twitter Ads, ads on Facebook or LinkedIn.
According to the latest studies and reports about the most used social networks in USA & UK by companies to promote their products or services, Facebook has been surpassed by Instagram.
We must be clear that each social network will help us achieve different types of objectives and can complement each other perfectly.
Advantages of advertising on Facebook Ads in 2020
This is due to constant modifications in its internal algorithm.
So the organic reach of the publications you make on your page has been greatly reduced .
That is, if you look at the statistics that appear in the publications, you will see that these are shown to many fewer people, even having more followers.
That is why, I encourage you to use Facebook Ads (in case you still do not), so you can reach many more people interested in your products or services.
Other compelling reasons for you to decide to use advertising on Facebook Ads can be:
- It is the social network where you can get more reach.
- You can target a specific audience thanks to its great segmentation power.
- It is not necessary to make a high investment to get results with your campaigns.
- You can choose how to promote your business from a wide range of ad formats.
- You will increase traffic to your website.
- You can create Re-marketing campaigns.
At this point, it is time to show you the necessary steps to create your first advertising campaign in Facebook Ads.
Facebook Ads Guide: How to advertise effectively on Facebook
In turn, each set of ads , as the name implies, can consist of several ads .
Next, we will see step by step what is the planning of an advertising campaign on Facebook.
Step 1. Create your advertising account on Facebook
Access the Facebook Ads platform or if it is more comfortable for you, click on the link below create your advertising account.
Click on the “Create an ad” button
Now, log in with your personal profile account information.
In order to complete the creation of your advertising account, you will be asked to provide your personal and billing information.
Step 2. Set your advertising goal on Facebook
With each objective it is possible to achieve different results, so you must select the one that best suits your strategy.
For this you will find 3 types of main Marketing objectives:
Objective RecognitionThis type of objective is ideal for a Branding strategy.
Get to increase the visibility of your brand, reaching people with high probability of looking at your ads, both on Facebook and Instagram.
Increase the reach of your ads and reach a wide audience.
Objective ConsiderationIt is indicated for strategies with objective traffic generation and leads.
Direct traffic to a specific destination either to your Fan Page or to your website.
Increase interaction with your page or publications, whether they are text and image or videos, (the latter is still preferred by users).
If your business has an App, you have a specific option to promote and increase your download.
Increase the diffusion of a video , so that many people view it.
As a novelty, in the objective «Video reproductions» it is possible to optimize the delivery of your ads with the ThruPlay option , which consists of paying only for ads that are reproduced for a minimum of 15 seconds or in full.
Generation of potential customers
One of the most interesting options you can find in this section is to capture data from potential customers using a form.
Which, will be filled automatically with the data that Facebook has about the specific user.
You have the option to increase conversations on Facebook Messenger with users interested in your products or services.
It is very interesting to add this customer service channel in order to resolve doubts or queries and may be the final step to close a sale.
Conversion ObjectiveOptimal for a strategy with objective conversion to sales and generation of qualified leads.
By selecting this type of objective you have the possibility of generating qualified leads on your website.
Sales of the product catalog
You can create ads to automatically display products from your catalog.
Visits in the business
Get people who are close to your physical business to visit it.
You can encourage these visits by attaching an offer so that it can be physically exchanged.
Therefore, once you have selected your goal, it is time to assign a general name to the campaign and continue with the creation of the set of ads.
Depending on the type of target selected, Facebook will activate different options for each of them, among which you must select the one that best suits your campaign strategy.
For example, in the objectives scope and generation of potential customers, you will have to select the page you want to promote.
On the other hand, in the traffic and conversion objectives, you must indicate where you want to direct the users (website, application or messenger).
Step 3. Define your target audience
You must always name your campaigns differently, as well as ad sets, so when you are in your main management panel and with a simple glance you can quickly locate them.
And now you are going to define which audience you want to direct your ads to.
Defining the public is a vital part, because if you do not make a correct segmentation, the ads will be shown to people not interested in them and the result you can already imagine what it can be.
For that reason, take the necessary time to perform a suitable segmentation, as it will have a lot to do with the success of your campaign.
Choose the geographical place you want to go to, the age, sex and language of your target audience.
In the “Detailed segmentation” section, you have the possibility to add or exclude very specific segmentation based on demographic data, interests or behaviors.
While you are conducting the segmentation process of your audience and based on your criteria, on the right side of the page you will see the size of your audience and the estimated daily reach.
Step 4. Select where your ads will appear
If you select the option “Automatic placements”, it will be Facebook who decides in which places to show your ads so that they have a better performance.
I recommend that you be the one using the "Edit" option, select the locations that interest you.
You have the option to choose the platform:
- Audience Network
- News section
- Right column
- Instant Items
- In-stream videos
- Suggested Videos
Even the type of devices:
- or both
To optimize your budget and get better results, create a set of ads for each of the locations and devices.
By doing this placement targeting, you can analyze in detail the result of each ad group and see which of the locations and devices.
By doing this placement targeting, you can analyze in detail the result of each ad group and see which of the placements works best for you.
You should also know that bids for appearing on one type of device or another are different.
So, if you segment the ad sets by device type you will be able to optimize your budget.
And at the same time the diffusion of your ads will be much more efficient.
Step 5. Define the budget and the period of circulation of your ads
At this point we find 2 options to choose from.
Daily budgetThat is, it is the maximum amount you are willing to spend each day .
Facebook will manage the appearance of your ads throughout the day to ensure that your budget does not run out quickly.
I recommend that you define a start and end date (with a minimum of 24 hours between them).
Total budgetIn this case, you have to set a global budget along with a campaign start and end date.
Unlike the previous option, selecting a total budget, you can choose specific time slots for your ads to be displayed.
But as a disadvantage, your budget can be depleted quickly and the start and end cycle you had set is not completed.
I recommend that you start by assigning a daily budget and in this way you will have more control over it.
Step 6. Set your bid strategy
For example, if you know how advertising works on LinkedIn Ads , you already know that at least you will pay $2 per share, since it is not possible to place bids for a lower amount.
On Facebook, the price we end up paying for each action on our ads will depend on several factors.
Among them the public we are going to, the date on which we launch the campaigns or the score we get from Facebook and which indicates whether our ad is relevant or not, that is, at a lower relevance, higher price and vice versa.
It is important that you be very clear that we will be the ones who define and control how much we want to spend.
In the budget and calendar section, we can define the bid strategy.
There is an exception where you will not be able to set the bid, if you have selected the brand recognition objective, Facebook will optimize the bid for the delivery of the ads.
Lower costThis option is activated by default, and it will be Facebook who automatically optimizes the bid to obtain the highest number of interactions at the lowest possible price.
Manual biddingIn this case and manually we can define a limit for the bid.
That will be the maximum price we are willing to pay for each share on our ads.
I can tell you that I am in favor of setting the bid manually, so you have more control over the budget.
Facebook will give you an orientation of bids that other advertisers are doing, so that you have a reference before making your own.
If you do not want to go with the bid and end up paying more than necessary:
Make a bid lower than the reference and depending on the diffusion that your ad has, you see it increasing gradually.
Target costOn the other hand, we also find the objective cost option, which will only be enabled in the initial objectives of generating potential customers and in conversions.
We will be the ones who will bid for the average cost we want to get for each conversion.
Facebook will access bids lower or higher than what is set but always the average bid will be the one we have set as the target cost.
Step 7. Select the type of ad format
The choice of the type of ad will depend on the way we want to send the message to our audience.
Ad by SequenceWe can use two or more images in slider format.
The recommendation is to use 1080x1080px images.
Single image adWe will use a single image with a recommended size of 1080x1080px.
Ad with single video or presentationWe will use a video with a maximum recommended duration of 15 seconds.
Or we can also create a presentation with several images.
Collection format adWith this type of advertisement we managed to highlight a collection of articles.
If you don't want Facebook to limit the reach of your ads, make sure that less than 20% of text appears in the images.
For that reason, I use Facebook Text Overlay Tool where you can check the amount of text that appears in your images and will tell you if it is optimal to upload to the platform and that the circulation of your ads is normal.
Step 8 and last to advertise on Facebook: Time to create the ads
Create a new ad from scratchIn the identity section, select the Facebook page on which you want to make the announcement.
And then choose between the different formats available.
Start by uploading the images that will form your ad.
Do not worry, Facebook will show you depending on the format you have chosen the image recommendations, appropriate size, aspect ratio and if the image has excess text.
The title should be brief but concise as well as striking.
It is important that you include the call to action button that best suits the purpose of your ad.
In the advertising text, be clear and do not forget to indicate what solution the consumer will promote what you promote in your ad.
Promote an existing publicationIn this option, the first thing we will do is also select the Facebook page that will be displayed in your ads.
Then choose the publication of your page that you want to promote.
A preview of the ad will appear on the right side of the screen.
Without a doubt, promoting a publication of your Fan Page is a good option to increase the interaction and expand the organic reach it may have.
How can you edit an ad on FacebookIt is very easy to edit ads on Facebook Ads, even if they are already in circulation.
If you have promoted an existing publication , the modification must be done from your wall on the company page.
On the contrary, you have created a new ad , you must access the Facebook Ads ad manager.
In the campaigns tab, you have the option to directly edit the set of ads or a specific ad.
Simply select the campaign and press edit.
Something that I would like to tell you before finalizing, is that social media advertising is constantly growing , because in each new study that is carried out, the budget that companies allocate to advertise on this type of platform is greater.
So I can say that, using social networks in companies as an advertising channel, (eye, let's not forget that it must be planned), will continue to be a fundamental pillar in the Social Media strategy of any business.
And finally remember the importance in defining your goals, the correct segmentation of your audience and of course be original in the creativity of your ads.
Surely if you make good use of all the information you have found in this guide, you will start to obtain or improve the results in your Facebook advertising campaigns.