By now, you’ve likely learned all the reasons why using Facebook Ads is imperative if you want your business to stand out among your competitors and are ready to start using these types of ads to effectively promote your business. In this post, I will walk you through all the things you need to know when it comes to creating Facebook Ads so read on to learn how you can get started.

Step 1. Determine Your Goals

Before you get started with Facebook Ads, you need to know the goals you want to accomplish with your adverts because that’s going to help you determine the type of ad you want to create and run.

Taking our clients as examples, some of the most common goals they have which you can most likely relate to, are:

  • Increasing the number of people who like your Page
  • Achieving a higher click through rate by getting more people to click through to your website
  • Get more people to join your mailing list
  • Securing more RSVPs to your events
  • Reaching more people willing to buy your product or try it out for free

Determining your goals will help you create the most suitable ad for your audience. On Facebook Ads, these are the different goals or campaign objectives you can choose:

Facebook Ad types

(The different campaign objectives available in Facebook Ads)

As you can see in the screenshot above, the objectives are divided into three categories: Awareness, Consideration, and Conversion.

Here is a breakdown of the three objectives:

1. Awarenessthis objective is great if you want to reach out to “cold” audiences or people who haven’t interacted with your brand or website yet. You can choose between two options: 

    1. Brand Awareness – you can increase people’s awareness of your brand.
    2. Reach – you can reach the most number of people in your audience with this objective.

2. Considerationthis objective is ideal if you want people to start thinking about your brand or your business and encourage them to learn more about what you can do for them. You can choose from six options:

    1. Traffic – if you want to increase traffic to your website or mobile app.
    2. App Installs – if you want people to download and install your mobile app.
    3. Engagement – if you want to boost your Facebook posts, promote your Facebook Page, get people to claim an offer on your Page, and/or get more people to attend an event on your Page.
    4. Video Views – to get more awareness about your brand, you can create a video ad that showcases behind the scenes stories, customer testimonials, and more.
    5. Lead Generation – if you want to get leads or email addresses from people interested in your business, then use this objective as it makes it very easy for prospects to sign up for your service.
    6. Messages – encourage prospects to send Facebook messages to your business Messenger. This objective will help your business increase engagement with prospects through answering their questions, generate more leads and drive more transactions.

3.Conversionconversion ads encourage interested people to buy your product or subscribe to your service. You can choose from three different options:

    1. Conversions – if you want to send people to your website and/or mobile app, use this objective. To maximize, track and measure your conversions, you will need to install the Facebook pixel on your website.
    2. Catalog Sales – to use this objective, you will need to create a catalog to show off your inventory. Once you have this set up, you can then create ads that will automatically show items from your catalog based on your target audience.
    3. Store Visits – if you’re running an offline business, that is, you have a brick and mortar store, then you can use this objective to get more people to visit and shop in your store.

Step 2. Know Your Audience

Facebook personas

Now that you have defined your goals, you need to know your audience. Who are you hoping to target with your Facebook ads? Consider the following when determining your target audience on this platform:

  • Do you want to target women, men or both?
  • What is the age group(s) of your target audience?
  • Is your product or service going to be a fit for single or married people?
  • Which geographic location are you going to be selling your products in? Will it be limited to specific countries or continents such as North America, Europe, Asia, etc?
  • What are the interests of your potential clients? Are they into sports, music, art, fashion, travel, cars, etc?

As you are likely aware, there are literally more than 2 billion people you can target on Facebook right now. However, while the selection is significant, that doesn’t mean you should target just anyone. The reasons for targeting a specific group of people is so that a) you increase the chances of those people engaging with your ad and b) you don’t spend way more than you need to in order to meet your ROI goals. Therefore, before you start creating your ads, make sure you have an idea of who will be most interested in what you have to offer by creating a customer persona. If you need any help with figuring out how to create a customer persona, comment below.

Step 3. Set Your Budget

Hands holding fanned out money

No matter how big or small your marketing budget is, Facebook Ads will help you out. Even if you’ve only got $1 to $2 to spend on ads each day, you can still get your ads in front of a few hundred or a few thousand people depending on your targeting, your ad placements, and your overall ad strategy.

In the beginning, expect to lose some money while you optimize your ad sets. A good approach is to do some testing and spend around $5/more on different adverts every day and see which one converts the best. While this may not seem like a good way to spend advertising money, trial and error and necessary to find the types of ads that will perform the best and get you the results you want. Once you’ve figured that out, then you can certainly lower your daily budget while increasing your ROI.


Final Words

Getting started with Facebook Ads might seem difficult at first, but once you get the hang of social media’s number one advertising platform, you won’t stop raving about how effective Facebook Ads are! If you think you’re ready to start and want to learn more, such as the types of ads you can run on Facebook, I recommend you check out Facebook Ads Types Explained – Which type is right for your business? or you can reach out to us and book a free strategy call.

Happy ad creating!