Facebook ads have been a topic of huge interest over the years due to their higher retention rate and amazing results that ultimately help in growing sales. The purpose of Facebook ads is to increase the number of people who see your content and generate demand with Facebook ads. You’ll reach more people with ads than you would with organic methods.
I always suggest that you should never do your FB ad campaigns on your own. Rather, you should hire an agency or a freelancer or an expert, but you need to know the possibilities that exist. And then you work with the coach who will help you to execute it in the best way possible. So, in this article, I will be explaining this to you.
When To Use Facebook Ads?
As we all know, Facebook Ads is a platform where people are not searching for you, still, you are showing yourself to them. So, you are creating your own demand in front of your audience. Therefore, it is basically demand creation which is done through Facebook advertisement.
Facebook Ads are used to satisfy a variety of purposes. For example, you can:
- Show ads to people who might be interested in your Product
- Show ads to people who engaged with you, viewed your video, etc.
- Show Ads to people who have visited your website/ landing page
- To Retarget people / Cross-Sell/ Upsell your products or services.
- To show ads to people who have similar Interests/ Behavior or Demographics as your existing customer or any of the above-given audiences.
- And the most important part is to generate demand with Facebook ads.
Start Using Facebook Ads
Before starting to create Facebook ads, you need to complete certain steps first. They are:
Create A Business Account
It might sound scary to beginners, but there is nothing complex in it. Creating a business account is as easy as logging into your ID.
Go to business.facebook.com. Create an account by clicking the Create Account button. A pop-up will appear. Click Submit after giving your company name, your name, and your work email address. That is all. Remember that you give a valid email id as it will be verified.
Create An Ad Account
In the next step, you would want to add an ad account for your business. Let me break it down into some simple steps for you.
- Once your business account is created, you can see it in the left corner of your screen.
- Just beside the business name, there will be a small icon. Click on it.
3. Once you click there, you will be redirected to a page where you can see all details of your business manager.
Then go to the ‘Ad accounts’ option.
4. Click on ‘Add’, and then ‘Create a new ad account’.
5. Next, fill in all the necessary details that it asks for very carefully as you can not change these later.
Once you are done filling in the details, click ‘Create’. That’s it. By now you have created the ad account for your business.
Add payment methods
As soon as you create the ad account, it will ask you to add a payment method. Just click on that option. And add your payment methods.
After putting in your business and tax information, you can save your card information. It will verify your card and deduct 3 rupees. From next time onwards, your payment will be automatically deducted from your saved debit or credit card.
Add Facebook pages and Instagram account
For adding a Facebook page and Instagram account, you again need to go to the settings. There you can find ‘Pages’ & ‘Instagram account’ options. Add your accounts there.
When you choose an objective, Facebook looks at its user data and shows your advertisements to people in your target audience who are most likely to take the action you want them to take.
Facebook Ads can help you connect with the ideal clients, whether you want them to download your app, make an online purchase, or visit your store. But, it is important that you choose the right objective in order to do that.
What you want consumers to do when they view your ads is your advertising objective. You can, for example, design advertising that urges people to visit your website if you want to show it to those who are interested in your business. Facebook divides its goals into three areas:
Within your financial limits, the two campaign objectives in the Awareness category—Brand Awareness and Reach—are designed to show your ad to the biggest number of people in your target audience. The fundamental goal of these aims is to increase interest in your business by displaying your advertisement to a larger number of individuals.
Awareness objectives optimize for impressions to ensure that your advertising is seen by the most people in your target audience. As a result, clicks and engagement on ads with this goal are often poor.
You shouldn’t select one of these goals when you want to boost the number of visitors to your website or the number of transactions you make, as you want to ensure your advertising budget is spent on those who are most likely to visit your website or buy from you.
The six consideration marketing objectives that optimize for a specific activity such as link clicks or comments are traffic, engagement, video views, lead generation, messages, and app installs. Facebook will show your ads to people in your target demographic who are most likely to take the action you’ve chosen.
Because these objectives are created for low-intent behaviors, the likelihood of someone in your target audience taking one of these actions is pretty high. If you want to increase sales and conversions, taking a low-intent activity will result in low-quality leads.
Conversions, Catalog Sales, and Store Traffic are three Facebook Conversion objectives that encourage people who are interested in your business to buy or utilize your product or service. These objectives are designed for higher-intent actions like purchases, and they require some basic setup before they can be used.
Conversion goals frequently result in higher costs for impressions and link clicks than Consideration goals. It is, nonetheless, critical to consider all costs. When you utilize this strategy, your cost per conversion may be lower overall because your advertising will be shown to the percentage of your audience most inclined to take action.
Each of the above categories has several sub-categories.
Facebook Ad Structure
I was perplexed when I initially started advertising on Facebook. Now, after several years of conducting Facebook campaigns, I’m sharing what I have learned in order to assist you in understanding and saving you hours of rigorous study.
The structure of Facebook ads is divided into three categories:
Facebook campaigns serve as a sort of container or project for your prospective marketing effort and will help you to generate demand with Facebook ads. Each campaign you establish can have only one advertising objective, and each campaign can include one or more ad sets. Website traffic, app installs, and page likes are examples of campaign goals.
One or more ads can be found in a Facebook ad set. You can define your target audience in an ad set. Facebook offers a variety of audience targeting possibilities. It’s advisable to limit your ad set to only one type of audience. Consider your website’s visitors.
For each of your ad sets, you may establish a budget and a timeline. At the ad set level, you may additionally define and manage your audience, placement, and bidding (bid type and bid value). You can then control how much money you spend on each audience when they see your advertising, and how well they respond.
You can start adding actual advertising to your ad packs after you’ve built them. An advertisement can be anything from a visual to a link that entices potential clients to visit your website. One ad package can contain up to 50 adverts. In general, having more than one ad is a smart idea to see which creative variant works best for your campaign aim.
The campaign is at the top and is where you define the goal for the ads that will appear within it. Ads are first placed in ad sets before being placed in campaigns.
Ad settings are where you’ll fine-tune your budget, optimization, and bid as well as set the targeting (the audiences you want to see your advertisements) and fine-tune your targeting (the audiences you want to see your ads). Finally, the adverts are placed within the ad sets.
In campaigns, you can have many ad sets; and in ad sets, you can have many ads.
Facebook allows you to target your audience by location, age, gender, interests, and more. You can also target people who have engaged with your business in the past or who have visited your website. With such precise targeting capabilities, you can be sure that your ad reaches the right people.
You can target your audience based on the following four categories that Facebook provides. These four categories are:
- Demographic-Based Targeting: Age, gender, location, language, education, relationship, work, etc.
- Interest-Based Targeting: People who have shown interest in particular topics, services, products, etc.
- Behavior-Based Targeting: Behavior covers: which mobile they use, how much time they use the internet, their purchase behavior, their digital activities, etc.
- Custom Targeting: Website visitors, people engaging with your social media customer list, their lookalike, etc.
Facebook Audience Through Customer Avatar
Probably the most important part of creating a Facebook ad campaign is defining your audience on Facebook. Since you are planning to run FB ads, I’m assuming that you have your customer avatar. If you don’t, kindly make one before thinking of Facebook ads.
Now, coming to defining your audience, you’ve to categorize your customers into different groups from your customer avatar to figure out your targeted audience on Facebook. This categorization can happen based on many factors. I know only describing it will not give you enough clarity. Hence, let’s take an example.
For instance, if we take the example of a dentist, we can notice that his audience can be divided into several categories, such as:
- People who are young and want to keep their teeth healthy.
- People who are 40+ and are facing dental problems.
- People who are getting married and want to have their teeth work done.
- People who want to go into modeling and want to get their teeth work done.
Just like this, you need to look at your customer avatar and categorize your audience accordingly. These categories are going to be nothing but your ad sets. You’ve to craft distinctive relevant ads for each category.
However, let’s not talk about that as of now. Once you’ve made different groups of your customers, you need to note certain details of the customers in each group in an Excel sheet.
The pieces of information that you should gather are:
- Occupation / Designation
- Marital / Relationship Status
- Parenting Status
- Interests / Keywords
- Phones they use
- Spending Capacity
- Job title
Try to collect all the above information; if not available, gather as much as you can. This will immensely help you later when you craft your unique ads.
Businesses must promote on Facebook due to the growing importance of Facebook marketing and digital marketing in general. If you are a business that doesn’t advertise on Facebook, you are giving your competitors a tremendous edge.
A 2021 Marketing Dive study shows that marketers’ increased spending on social media aided Facebook’s advertising sales to increase by 46 percent over the year to $25.44 billion in the first quarter.
Once you know what purpose you want to satisfy using FB ads, you are good to go. You need to start your venture by creating a business account followed by an ad account. Add payment methods and link your socials (Facebook page and Instagram account).
Choose your objective correctly as different objectives serve different purposes. Even if you are hiring a third person for this job, having complete transparency about the fundamental things like ad objectives, or FB ad structures is extremely important.
And the most important aspect of this is undoubtedly your audience. Get all the necessary information about your customer, and arrange all the information properly in an Excel sheet.
As you have already known, Facebook offers four kinds of targeting options. Hence, you can target all the probable audiences if you have the data of your current customer. When you run ads based on these available data, Facebook shows your ads to all similar people whose demographics, interests, or behaviors match that data and as discussed earlier, will help you generate demand with Facebook ads.
Therefore, using Facebook ads you can explore the highest potential of your business. Initially, you might be bumfuzzled, but over the period you’ll gain clarity and confidence through practical experiences.
Kindly drop your opinions in the comment section and let us know how this piece of content has helped you to generate demand with Facebook ads.
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