How to Advertise on Facebook in 8 Steps: The Visual Guide

Between its widespread utilization, versatility, concentrating on, and low prices, it’s not shocking that Fb is the top social channel for many small companies. In this article, I’m going to walk you through a full tutorial on how to advertise on Facebook, complete with screenshots, tips, FAQs, and visuals.

Contents

Why advertise on Facebook?

If you’re reading this post, chances are you’ve already made up your mind as to whether you should advertise on Facebook. However in case you’re nonetheless on the fence, listed below are some causes:

• Construct model consciousness. Not like Google Advertisements, that are all textual content, Fb advertisements will let you use pictures and video, which might assist your branding. And whereas buy intent shouldn’t be as excessive on Fb as on Google, imagery provides you the facility to face out in customers’ feeds by way of emotional marketing.
• Price-effective. As a result of Fb advertisements supply such particular concentrating on, you may relaxation assured that you just’re benefiting from your advert funds.
• Versatility. Between the big selection of advert codecs and the completely different goals obtainable, you should utilize Fb advertisements to focus on customers at each stage of your advertising funnel.
• Acquire viewers insights. Folks spend plenty of time on Fb and use it for numerous causes of their day-to-day lives. The information you accumulate by way of Fb advertisements supplies invaluable customer insights you should utilize to tell your technique elsewhere.

And if that’s not sufficient, listed below are some numbers for ya:

• Practically 90% of companies use Fb promoting.
• The common Fb consumer clicks on 11 advertisements monthly.
• Fb advertisements have the lowest common value per click on of all social media promoting platforms.
• The average CPC in Facebook ads is $1.88 for lead campaigns and $0.77 for visitors campaigns. That’s considerably decrease than the general average CPC in Google and Microsoft Ads, which is $5.26.

🚨 Already working Fb Advertisements? Optimize your campaigns quick utilizing our Free Facebook Ads Grader!

Fb advert account overview

Once you run Google Ads, you arrange a Google Advertisements account after which off you go, however with the Meta Enterprise Suite, there are a number of completely different properties concerned. Should you’re new to Fb promoting or Meta Enterprise Suite basically, you’re extremely inclined to falling right into a black gap of confusion surrounding which accounts you want.

Right here’s the breakdown (and don’t fear, I’m going to stroll you thru establishing all of those):

• Meta Enterprise Suite (previously Fb Enterprise Suite) is the umbrella account that encompasses every little thing. It’s a free account the place you may handle your Fb and Instagram pages in a single place. You may create and schedule posts, reply to messages, get insights and notifications, and extra.
  • Enterprise Supervisor is now one and the identical with Enterprise Suite. It was the backend the place you handle permissions, funds, pixels, and extra issues that don’t start with a P. All of those capabilities at the moment are a part of Meta Enterprise Suite, however in the event you actually wish to carry out them exterior of the outdated Enterprise Supervisor interface, you may click on the assistance button and choose Swap to Enterprise Supervisor.
• Advertisements Supervisor. That is the place your advert account(s) stay. Should you’re an company, you should have a number of advert accounts in a single Advertisements Supervisor account. Should you’re the one one managing your properties, you don’t want a Meta Enterprise Suites/Enterprise Supervisor account to make use of Advertisements Supervisor, however it is suggested (and it’s free, so it could actually’t harm).
• Advert account. That is what you create inside Advertisements Supervisor. You need to solely have one advert account per enterprise (or per Fb enterprise Web page)
• Fb Web page. You want a Fb Web page with a view to promote on Fb, however you don’t should be promoting on Fb with a view to create a Web page. In reality, this can be a staple in any natural social media marketing strategy. You may create a Web page completely separate from all the above, proper out of your Fb profile. Or you may create one out of Enterprise Suite.
• Advert marketing campaign. That is the place you select an goal. You may (and will) have a number of marketing campaign sorts inside one advert account.
• Advert set. That is the place you establish your advert funds/bidding, schedule, and viewers concentrating on, resembling by demographics, pursuits, age, and extra. You may have a number of advert units in a single marketing campaign.
• Advert. That is your precise copy and inventive. You’ll wish to have not less than two advertisements per advert set. We’ll speak extra about Facebook ad account structure afterward.

Methods to promote on Fb

Alright, now that we have now the visible map to an precise Fb advert, seize your charger and buckle up as a result of it’s time for us to hit the highway. Listed below are the steps that we’ll be masking:

1. Create a Business Suite account
2. Connect or create your Facebook Page
3. Create your ad account
4. Add the pixel to your website
5. Create your Facebook ad campaign
6. Create your Facebook ad set
7. Create your ad
8. Publish

1. Create a Enterprise Suite account

To create an account, go to business.facebook.com and click on “Create account” on the higher proper.

You’ll be requested so as to add your online business identify, your identify, after which your online business e mail. Upon confirming your e mail, your account might be arrange.

Right here is the place you’ll be dropped at the Meta Enterprise Suite interface.

2. Join or create your Fb Web page

Head all the way down to the underside left and click on on Settings.

From there, click on the second gear you see, otherwise you would possibly see a immediate to go to Enterprise Settings. Each take you to the identical place. Enterprise settings is principally the legacy Enterprise Supervisor.

You want a Fb Web page with a view to promote. On the left window, choose Pages after which click on Add. Right here you may both add an current Web page, create a brand new Web page, or request entry to a Web page (resembling in the event you’re working advertisements for an additional enterprise).

When you can provide the naked minimal simply to get your web page created, it’s greatest to construct it out totally earlier than you begin promoting since customers can navigate to your Web page out of your advert. Use our guide to creating a Facebook Business Page to set your web page up in full and optimize it for advertising functions.

3. Create your advert account

Okay, now navigate again to Advert accounts in that left-hand pane. You’ll see an choice on the suitable to create a brand new advert account.

Present your Advert account identify, time zone, and forex, then click on Subsequent. Fb will then ask you whether or not the advert account goes for use to handle advertisements for the enterprise account by way of which you’ve created this advert account or for an additional enterprise or consumer.

Subsequent, you’ll be requested so as to add individuals and permissions. Choose your identify and provides your self full management over every little thing.

Click on Assign after which click on Add Fee Information. Now you’ve gotten an advert account arrange.

4. Add the pixel to your web site

You don’t have to do that step now, however you’re going to need to do it will definitely, so chances are you’ll as properly get it over with! The pixel is a bit snippet of code that may let you know what your advert viewers do as soon as they land in your web site. Insights from the pixel show you how to to additional optimize your advertisements in addition to create Facebook retargeting audiences that are likely to carry out properly.

Be aware! For a strong first-party data strategy in Meta, it’s extremely beneficial you arrange the Facebook Conversions API as properly, as that is one of the best ways to get essentially the most full image of your knowledge attainable.

To arrange the pixel, go to Knowledge Sources, choose Pixels, and on the suitable, click on Add.

Fb will ask you whether or not you wish to set up it manually or use a associate integration.

The associate integration strategies are designed to make the method simpler with out utilizing code, so I’d encourage you to go that route first. Present companions embody:

• WordPress
• WooCommerce
• Tealium
• Shopify
• Makeshop
• Magento
• Google Tag Supervisor
• Conversions API Gateway
• Cafe24
• Zapier
• Section

If the associate integration methodology doesn’t work otherwise you don’t use any of these platforms, this video tutorial on setting up the Facebook pixel manually from Ivan Mana is tremendous useful.

Arrange your net occasions

As a part of the pixel setup course of, you’ll need to confirm your area and configure your net occasions (Aggregated Event Measurement). Paid Media Execs affords an easy tutorial video for configuring your web events.

Be aware you can at all times revisit the area verification course of by going to Model Security > Domains, and revisit the occasion setup course of by going to Occasions Supervisor.

For extra assist with these steps above, take a look at this publish on why your Facebook ads aren’t converting and how one can troubleshoot.

5. Create your Fb advert marketing campaign

Now, click on the hamburger menu on the high left (All instruments) and choose Advertisements Supervisor.

On the left, choose “Create.”

Select your marketing campaign goal

Fb affords six advert goals: consciousness, visitors, engagement, leads, app promotion, and gross sales.

When it comes to which goal to decide on, it is going to depend upon what your supply is and who you’re concentrating on. In the end, you wish to have a full-funnel Facebook ad strategy the place you create completely different campaigns for every stage of your funnel.

Marketing campaign settings

Subsequent, relying on the target you select, chances are you’ll be prompted to decide on your setup sort. You may both go for an automatic, “beneficial settings” route or a handbook setup route. We break down all of the variations between the 2 Facebook ad setup options right here.

Fb advert campaigns constructed utilizing beneficial settings depend on the Meta Benefit+ suite, which is a set of AI-powered advert capabilities that behave equally to Good campaigns in Google Advertisements.

There isn’t a proper or flawed reply right here, as you would possibly wish to try an Advantage+ campaign in the event you’re unsure the place to begin. Or, Benefit+ might be useful in the event you’re tight on bandwidth and may’t optimize and handle your campaigns to the fullest capability.

On the alternative finish, you might have considered trying extra handbook management over particular settings, placements, and audiences, as you take a look at and scale your technique. All of it comes all the way down to you and your staff’s preferences and objectives, so don’t be afraid to attempt each to see what works greatest.

Should you go for handbook setup, you’ll see a panel of choices like this:

• Marketing campaign identify: Use no matter you need, so long as it is smart to you.
• Marketing campaign particulars: Right here you may change your goal if you might want to. Underneath “Present extra choices” you can too set a marketing campaign spending restrict.
• Benefit+ Marketing campaign Funds: With this setting turned on, as an alternative of selecting your funds individually for every advert set inside a marketing campaign, Meta Benefit+ machine studying will resolve which advert units ought to obtain a better proportion of the spend primarily based on efficiency.
• A/B take a look at: We’re going to skip this for now, however you may be taught extra in our information to Facebook A/B testing.
• Particular Advert Classes: Should you fall into any of these particular classes, declare that right here so you may handle any additional documentation chances are you’ll want to supply, relying on Fb promoting insurance policies.

6. Create your Fb advert set

Now we’re within the advert set stage. There are extra options and settings right here, too, however right here’s what issues.

• Efficiency purpose: Selecting a efficiency purpose helps Meta’s algorithms know find out how to greatest serve your advert in keeping with your required outcomes. This will likely look completely different for various goals.
• Price per end result purpose: Should you’re conversant in search advertisements, consider this like a most CPC bid goal. You’re telling Meta your required value per end result to assist it ship your advertisements in keeping with your funds objectives. Nevertheless, know that method over- or under-shooting right here might throw off the algorithm.

• Frequency management: Relying in your marketing campaign setup, you can set a cap or goal for the variety of instances a consumer sees your advert.
• Supply. Underneath “extra choices” you could possibly edit your advert set’s supply settings relying in your total marketing campaign settings. This is the place you inform the algorithm what you see as success on your advert set in order that Fb can additional refine who it exhibits your advertisements to.

• Dynamic inventive. Facebook dynamic ads function just like responsive search ads, the place you present the property (pictures, movies, headlines, descriptions, and so on.) and Fb will combine and match them into completely different combos.

Scrolling additional, there are a couple of extra settings to set on the advert set degree you’ll have to pick earlier than transferring on. Once more, the choices right here will fluctuate relying in your marketing campaign goal, however here’s a fast information on how to decide on:

Funds & schedule

Right here is the place you select a day by day funds or a lifetime funds. You may find out about daily vs. lifetime budgets here, however basically

Select day by day budgets when:

• Your marketing campaign might be evergreen
• You wish to maximize robust efficiency
• You count on to alter your funds frequently

Select lifetime budgets when:

• You’ll want to run your advertisements on a schedule
• Your marketing campaign has a set funds and finish date

Should you go along with a day by day funds, it’s greatest to begin with one thing like $5-10 a day. Should you set it too low, your advert might not compete as properly, which means it is going to present much less and never accumulate sufficient knowledge for Fb to additional optimize for one of the best outcomes. Extra on that on this checklist of Facebook advertising mistakes.

You even have the choice right here to arrange your ad scheduling, which is pretty simple on Fb. You may inform Fb to solely run your advertisements when it is smart for your online business (resembling solely throughout your working hours) or viewers (resembling solely working your breakfast cafe advertisements within the morning).

Viewers controls

On this step, you choose precisely who you want to reach with your Facebook ad, which you’ll outline primarily based on:

• Location
• Age
• Gender
• Pursuits and behaviors

You may take a look at our full guide to Facebook ad targeting, however right here’s a fast crash course:

Although it has taken a little bit of a success on account of privateness modifications, Fb’s concentrating on continues to be among the many strongest on the market since customers present such detailed details about themselves on this platform—their age, marital standing, job, pursuits, and extra. There are 4 kinds of audiences you may goal in Fb advertisements.

• Core audiences: goal customers primarily based on their demographics, pursuits, and behaviors.
• Customized audiences: goal and retarget prospects and leads. These are pixel-based.
• Lookalike audiences: goal individuals just like your current prospects and leads.
• Benefit+ audiences: goal individuals who suit your chosen “viewers themes” utilizing AI.

• For detailed concentrating on, you may create guidelines in order that the advert targets customers with one OR one other or one AND one other curiosity. Both method, it’s greatest to stay to only one or two pursuits or demographics per advert set. In any other case, you received’t know what audiences are working for you. When you’ve got extra pursuits to focus on, you may at all times create new advert units.
• On the suitable, Viewers definition will let you know how giant or small your viewers might be primarily based on the standards chosen, and Estimated day by day outcomes will let you know how many individuals you’re estimated to succeed in primarily based in your day by day spend. Remember the fact that these are simply estimates and aren’t at all times 100% dependable, so take them with a grain of salt.

Select your placements

Now you’ll select your placements. Placements seek advice from the place your Fb advert will seem on the Fb community. Between cellular and desktop, Instagram and Fb, there are a variety of placements to select from.

You’ll have three choices right here: computerized, handbook, or Benefit+ placements. You might be tempted to manually select which placements you need, however in the event you’re simply beginning out, it’s greatest to depart it on the default, computerized placements, or select Benefit+, and let your advert present on each attainable placement to begin. Then, after per week or two, you may have a look at which placements are performing greatest, change to handbook, and optimize your placements from there.

7. Create your advert

Now the enjoyable half—creating your advert! The probabilities listed below are limitless, however in the event you want a bit inspiration, take a look at these Facebook ad examples.

Create your advert inventive

The inventive refers back to the visible a part of your advert, and this needs to be the focus of the advert. Fb helps three advert codecs: single picture and video advertisements, carousel advertisements, and assortment advertisements, and you’ve got three creation choices: use an current publish, a Inventive hub mockup, or add your individual design.

The selection is completely yours, and there are every kind of free tools to design Facebook ads.

Facebook video ad templates in Canva.

Write your copy

Subsequent, it’s time on your advert copy, which consists of:

• Major textual content: above the advert inventive; solely the primary 125 characters present.
• Headline: just under the inventive, 40 characters or much less.
• Description: just under the headline, 30 characters or much less.

In keeping with a research by AdEspresso, The proper Fb advert headline size is 5 phrases. When it comes to sentiment, break up take a look at each optimistic and damaging emotions in your headlines. By utilizing the identical concentrating on, however switching up the advert copy, you’ll be capable to see which emotional attraction resonates greatest along with your viewers.

For extra assist with Fb advert copy, we have now a couple of sources that can assist you:

Select your name to motion

When you enter your advert copy, enter your web site URL and select the decision to motion that makes essentially the most sense on your supply. You may at all times A/B take a look at this later!

Affirm your monitoring

Final however positively not least, be certain your web site occasion monitoring is about up (in the event you skipped it earlier). You’ll have the choice to arrange app and offline occasions if relevant, in addition to set a singular URL parameter so you may determine guests to your web site from this advert.

8. Publish!

That inexperienced button on the underside proper of your display screen by no means appeared so lovely. When you hit publish, an algorithm (and generally an individual) will evaluate for any Facebook Ad disapprovals, so your advert can take 24 hours (generally extra) to get authorised. As soon as it’s up and working, your advert will undergo a learning period throughout which Fb will collect the efficiency knowledge it must optimize who it delivers the advert to and when.

To recap, right here is find out how to run Fb advertisements:

• Create a Enterprise Suite account
• Join or create your Fb Web page
• Create your advert account
  • Add the pixel to your web site
  • Arrange your net occasions
• Arrange the pixel
  • Confirm your area
  • Configure your net occasions
• Create your Fb advert marketing campaign
  • Select your marketing campaign goal
  • Marketing campaign settings
• Create your Fb advert set
  • Funds & schedule
  • Viewers
  • Select your placements
• Create your advert
  • Create your advert inventive
  • Write your copy
• Hit publish

Methods to run Fb advertisements: FAQs

Let’s shut out with some solutions to ceaselessly requested questions so you may actually compete in Facebook ads.

👋 Need assist working Fb advertisements? Check out our digital marketing solutions!

How does the Fb advert public sale work?

The Fb advert public sale works in a different way from the Google Ads auction. The important thing components concerned in figuring out who wins the Fb Advertisements public sale embody:

• Your bid
• Your advert high quality and relevance
• Your estimated motion charges

These qualities finally decide your Facebook cost per click, which goes a long way in determining Facebook metrics that are tied more closely to revenue, like cost per action and cost per lead.

As a way to make your advertisements as related as attainable, be certain your viewers is meticulously crafted, your Facebook ad creative and messaging resonate with said audience, and you’re rotating new ads in and out of your campaign periodically.

How much do Facebook ads cost?

Depending on industry, campaign objective, and other factors, the average Facebook cost per click can range anywhere from a quarter to $5. For a deeper dive, refer to our post on Facebook ad costs.

Use our free Facebook Ads Grader to make sure you’re not wasting any spend in your account.

How does Fb remarketing work?

Facebook remarketing (or retargeting) permits you to promote to customers who’ve already engaged with your online business, resembling in your web site, app, Fb Web page, different Fb advertisements, and even offline. You may add lists of leads or prospects to focus on, or the pixel and Conversions API can even assist determine these customers. You may even layer audiences by combining retargeting with detailed concentrating on.

Nevertheless, as pixel knowledge is much less dependable on account of privateness, retargeting users based on their engagement with your business on Facebook itself is the way in which to go.

How ought to I construction my account?

For effective Facebook advertising, your Facebook Ads account structure ought to resemble a typical advertising funnel, with higher funnel campaigns dedicated to prospecting, mid-funnel campaigns dedicated to Facebook lookalike audiences and other audiences with mid-tier granularity, and lower-funnel campaigns devoted to highly refined Facebook remarketing audiences.

If you have the volume, you can also add broader Facebook lookalike audiences to your upper-funnel ad sets. And don’t forget to adjust your campaign objective based on the goal of each campaign. Your upper funnel campaigns should be geared toward driving awareness, getting clicks, and swelling your remarketing audiences, while your mid-and-lower-funnel audiences should be geared toward conversions (purchases, form fills, etc.). Head here for more Facebook ad optimization tips.

Why aren’t my Fb advertisements working?

Working into the snafu during which your Facebook ads aren’t working is without doubt one of the commonest Facebook ad fails for advertisers. And, as such, it’s nothing to be embarrassed about. It occurs to all people. Some causes your Fb advertisements may not be working:

1. Your marketing campaign goal doesn’t match your objectives.
2. Your concentrating on is just too broad.
3. Your relevance rating is just too low.
4. You’re missing a message match.
5. Your ad creative is bland.

If your Facebook ads aren’t working for one of these reasons, don’t panic. Use the tips and resources in this article you will be back up and running in no time.