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How to Create a Facebook Ad Part 1

How to Create a Facebook Ad Part 1

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How to Create a Facebook Ad

Part 1: what you need to know


So you’ve decided to advertise on Facebook. Or maybe you’re just wondering if it’s right for your business. Either way, we’ve summarized the basics for you to get your campaign up and running. If you’re new to advertising on Facebook or using any type of digital paid ads (eg. pay-per-click) then read on. And don’t feel intimidated if you haven’t run an online campaign like this before. With the right planning and tactical adjustments, you should be able to figure out what works well for your business.


It helps to understand how Facebook ads are structured. At a high level it’s divided into three parts.


1)    Campaign: used to set your overall objective and it includes your ads sets

2)    Ad set: a group of ads in your campaign. You use it to tell your ads how to run with issues such as target audience, budget and schedule.

3)    Ad: the individual ads in each ad set. This is what people see and it includes things like images, videos, and text.


Before we dive in, let’s take a look at some of the overall strategic decisions you should plan for in advance.


Your Facebook Campaign Objective

You should take time to figure out what you hope to accomplish with this campaign. In fact, Facebook thinks so too. When you select Create New Campaign, you’re asked to choose a campaign objective. This is something that you should have planned out before you create your ads on Facebook. For example, are you trying to get as many people as possible to find out about your business? Or maybe you are trying to get people to watch a promotional video you made? It could even be possible that you’re aiming to get people to visit your brick-and-mortar storefront. You can see all of the options in the screenshot below.



The “awareness” category is about getting lots of people to see your ad but not necessarily to take any action. For a small business with a limited budget, it’s less likely that you should choose a campaign objective this category. There’s value to telling people about your business, but it’s not directly focused on end results from which you can see a profit.


The “consideration” category encourages people to find out more information. A good example for this would be choosing the “traffic” option to get customers to visit your website so they can read more about your products or services. Another example would be to get people to message you on WhatsApp so that you can tell them more information over chat.


The“ conversion” category is about getting someone to take an immediate action. If your business is online, you can direct them to make a purchase right away. Otherwise, you can direct customers to call or visit your brick-and-mortar business.


Facebook has a detailed description for what each campaign objective means. Take sometime to think about which objective would help your business the most before you set up the campaign. If you want more than one objective then you’ll need to create more than one campaign.


Decide What Type of Facebook Ads You’ll Be Using

When you’re setting up your ads, you’ll need to know what type or types of ads you’ll be using. This is something that you have to decide before launching your campaign in order to design your ad image and write its copy. Investing the time and budget to make high quality creative Facebook advertising  will help get viewers engaged so that it will perform better.  <insert link to article about ad content for more information about optimizing ad content>


To begin with, there are three major categories of paid options for Facebook: boosted posts, automated ads, and the regular Facebook ads.



Boosted posts allow you to pay for an existing organic post to get more exposure. These are not really an ad, but rather a paid promotion of your social media content. It’s something you might use if you don’t have a lot of people following your business and reading your posts.


Automated ads give you the benefit of creating an Facebook ad campaign with a simplified process. It was created to make it easier for small businesses. If you choose automated ads then Facebook provides guided questions and will create your campaign based on the answers you fill in.  


Facebook ads typically refer to fully customized campaigns that are not boosted posts or automated options. This is shown as the “create new ad” option. In this article we are going to be focusing on the new ad selection in order to understand more about the full-scale Facebook ads.


When creating your Facebook ad, there are several types of formats you can choose. The primary formats are:

·        Image

·        Video

·        Carousel

·        Instant Experience

·        Collection


You can find out more about these formats here.


There are also some other special formats such as: stories ads, slideshow ads, messenger ads and playables. You can find out more here.




Have What You Need To Manage Your Ad Sets


Before you’re ready to officially ready to start setting up your campaign, you should take some time to plan out the information needed for your ads sets. For this you’ll need to figure out who your target audience is for your ad campaign. You need to know who your ideal customers are by creating a target market. If needed, you can then break down your target market into separate groups that you will be trying to reach with your ads. You should already have a target market as part of your overall marketing strategy. But if you don’t, then this is a good time to define it before embarking on an ad campaign.


Your ad sets also include budgets. Before spending on your campaign you need to know what your overall budget is and for how long you’re prepared to allocate funds to your ad campaign. Once you know the total amount you are able to dedicate to your campaign, then you can work out the more specific budgets associated with your ad sets.


Now You’re Ready To Set Up Your Facebook Campaign


Once you’ve figured out your campaign objective, have the content ready for your ads, and planned what’s needed for your ads to run, you should be ready to officially set up your campaign. If you’re still working on your ad creatives, then read the next article in this series. If you have that covered, then get step-by-step set up instructions with the last article in this series.

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