Advertising has been one of the wheels upon which any business runs. Naturally, if you want to sell your product, you need to captivate the audience first. But over the past few decades, traditional modes of advertising like newspapers and radio have declined rapidly, while the Internet has emerged as a goldmine. And even here, Facebook takes the crown jewel.
So, why Facebook? The better question is, why not? With 1.45 billion daily active users and 2 billion monthly active users, Facebook is nothing less than a huge pile of the audience waiting to be captivated. Facebook Ads is the bait through which you captivate them. Check our previous post on a guide for beginners on how to do Facebook ads here on our blog.
Why Facebook Ads?
Table of Contents
- 1 Why Facebook Ads?
- 2 What’s a Great Ad All About?
- 3 Step-by-Step Process to Make a Facebook Ad
- 4 Conclusion:
People use social media as their favorite pastime. Facebook has essentially replaced television as the “place to be when you are doing nothing else”. Additionally, most users understand that seeing ads is part-and-parcel of using the platform, which doesn’t cost anything else. So essentially, you have more than a billion people who have no issue with seeing few ads on their time lime.
Facebook Ads serve as the great tools that could help you target that audience and convert it into customers. The huge variety of features and filters helps you in creating amazing ad campaigns that could boost your sales significantly.
What’s a Great Ad All About?
A great ad should have the following things in it:
· Visually Appealing:
This is true for all avenues and especially true in the world of advertising. If you want to captivate your audience, being visually appealing is a good place to start with. It is proven that images are much more likely to capture attention than text, and most Facebook ads use images.
But simply using an image is not enough. To use images in the best possible way, some key points need to be remembered. The image must be the most prominent element in your ad and showcase your product/service properly. Texts are allowed, but they should be scarce and legible.
· More in Less:
Let’s clear one thing: ads are meant to be descriptive. Their primary job is to captivate the audience’s attention and make them curious about your product/service. In a few words and a single image, your task is to make them as curious as you can. The job of an ad is simple: “here is something you will find interesting”. Once that is accomplished, the audience would naturally follow the link and learn more about what you are selling.
Remember, an average customer would spend only a few moments on a single ad. Too much information would only drive them away. Try to keep the ads as concise and appealing as possible.
· A Call-to-Action:
Most people ignore one of the most crucial aspects of advertising: a call to action. Even the best ad in the history of marketing would have no effect if you don’t tell the audience what to do next. Remember, your objective is to sell stuff, not merely entertain the audience.
But, a CTA has to be subtle. If you make it enforced, it would only be a turn-off for the audience. The best way to put a CTA is usually at the end of the ad when the audience is sufficiently intrigued and wants to learn more about it.
Step-by-Step Process to Make a Facebook Ad
Follow the below-mentioned steps to know how to make a Facebook ad:
· Select the Editor:
The sheer number of people who don’t even know about this step is astounding. Yes, Facebook gives you two choices for ad editors: Ads Manager and Power Editor.
For most people, Facebook Ads Manageris just the right tool. Everything is simpler there, and even beginners can get started without much trouble. However, the features are also limited and do not offer much power or flexibility for ad campaigns, particularly ones that target a huge and varied audience. In such case, Power Editor would be the preferred tool. It is a more sophisticated option with advanced and latest ad features.
However, let’s just assume that you are using Ads Manager here because that seems like the more common choice.
· Choose the Campaign Objective:
What’s the objective of this ad? To get more sales, duh! But life is not that simple, neither is advertising. You need to have a clear idea about the objective of your ad before you move ahead. Facebook Ads Manager provides you with 10 different options:
- Post engagement
- Website conversions
- Page Likes
- Website clicks
- Video views
- Publicizing offers
- Installing apps
- Engaging app
- Response to event
- Local awareness
Once you choose any of these options, Facebook would automatically ask for further related details. For instance, if you chose “website clicks” are the objective, Ads Manager would ask for the website URL.
· Determining Your Audience:
Unlike the popular perception, Facebook advertising is not simply throwing up the ball against the wall and seeing what sticks. Displaying the ad to people who would be clearly not interested in it is such a waste of money. Imagine, showing the ads for retirement plans to males under the age of 20! Fortunately, Facebook Ads Manager gives you the option to target the specific demographic that would find your product/service relevant. Some of the available parameters include:
- Ethnic Affinity
Furthermore, the tool also supports Custom Audience, that is, the audience that you know by their profile. Based on all the parameters, Ads Manager would tell you the total reach your ad will have.
· Allocate the Budget:
Now we are talking business. Like everything else, there is a cost vs. effort analysis for ads. In general, advertisements need to bring more money than they are taking, to be worth the effort. But even so, setting your initial budget is important; otherwise, the risk of overspending is quite real.
Facebook provides two types of budgets to users. The first, called Daily Budget, charges ads on daily basis. Daily budget is useful for first-time users, or when you are trying out a new ad campaign. Running the ad for 24-hours and then checking the progress seems like a reasonable approach.
The second is the Lifetime budget. Here, the primary concern is the time, not the budget. Hence, you need to specify the span for which the ad would be displayed, and you would accordingly be charged for that entire period.
There are more options that could further help you to effectively utilize your budget. The “scheduling” option lets you decide whether to run the ad right now or at a certain time. Another option, “delivery”, decides what is the intensity with which ad would be displayed for the audience; whether you want it to appear throughout the day or at a certain time.
· Create the Ad:
So, with everything said and done, it is now time to create the ad. Yeah, the actual process of creating the ad (the one that will be seen by the audience) occurs here.
First of all, you need to decide the format of the ad. There are many options available, though links and carousel are the most popular ones. You need to choose the type that best solves your purpose behind advertising.
Now, it is time for action. To create the ad, you need to supply the relevant assets: text, images, links etc. Now, Facebook suggests some guidelines for optimal ad experience, including the number of characters in the ad, the size of the image and aspect ratio of the image. These are not compulsory, but it is advisable to follow them all the same. Deviation from the guidelines increases the chances of the ad not getting approved.
Lastly, you need to set how the ad would appear. The three available types are Desktop news feed, Mobile news feed, and Desktop right column. The last one is not much relevant unless you are running an ad without having an associated Facebook page.
· View Performance:
Publishing the ad is not the end of the journey, but merely a beginning. Now that the hard work is over, it is time to wait and monitor its progress. Facebook’s Ad Manager worked well enough to view certain metrics that describe how well the ad is doing.
Right on the dashboard, there are the details of your current ad campaign and the option to see its progress. It would further reveal important metrics likes:
- Performance– a general overview of how well the ad is doing
- Engagement– describing the number of people who interacted with the ad
- Videos– a special metric to see how many times a video was viewed
- Website– useful to check the conversion from Facebook to the website, and the traffic generated on the website
However, you can go beyond and use marketing software to see how well your ad is performing. With a specific URL, you can track the visitors coming from a particular source. It is not an alternative to Ads Manager but a mere extension.
Overall, it’s really not hard to create a Facebook ad or running a successful ad campaign. A clear objective and few tips (like the ones we mentioned here) would take your brand a long way towards getting popular.