Tenlee Media’s Guide to Facebook Advertising

So you’ve decided to start a Facebook Ads campaign for your business: but where do you begin? Here’s an easy intro from your friends at Tenlee Media on how to start building campaigns in Facebook Ads.

Set Your Goals 

Before you start creating any ads – stop and think about what you would like to accomplish with your ad campaigns. Setting goals will give you something to mark progress with. Do you want to increase traffic to your site? Boost engagement? Generate leads? These are important questions to answer before you even enter your Ads Manager.

Open your FB Ads account and Choose your Objective

All of Facebook’s ad campaigns run through the Facebook Ads Manager tool, which you can access via a direct link at facebook.com/ads, or by clicking “Manage Ads” in the drop-down menu on your Facebook account. There are 15 options that break down into 3 categories.

Awareness – These generate interest in your product or service by boosting your posts, promoting your page, reaching people near your business, and increasing brand awareness. If any of these are your goals, maybe you should start with an Awareness Campaign. For small budgets, you’re likely to get the most bang for your buck with the awareness ad types.

Consideration – Objectives that get people thinking and/or talking about your business and compel them to learn more about it. If you would like to send potential customers to a destination on or off Facebook, get installs of your app, raise attendance at your event, get video views, or collect leads for your business, this may be the right option for you. 

Conversion – Objectives that encourage people interested in your business to purchase or use your product or service. These kind of ad campaigns will help you close the deal and gain business, and encourage potential customers/clients to take action. If you’d like to increase conversions on your website, get people to claim your offer, promote a product or catalogue, get people to visit your shops, or increase engagement in your app; this could be the right pick for you.

Define Your Audience

The audience for your ad can be customized based on all the following demographics: Location, Age, Gender, Language, Interests (a person’s interests, activity, the Pages they like, and closely related topics) and Behaviors (Things like purchase behavior and intent, as well as device usage)

In addition, with the Connections setting, you can choose advanced targeting, which lets you include or exclude people who are connected to certain pages, apps, or events. You can also further customize your targeting using custom audiences to retarget people who have already interacted with your business.

Set Your Budget

Once you’ve selected your target audience, you next need to choose how much you’d like to spend on your ad. When you set a budget, it’s important to remember that this number represents the maximum amount of money you want to spend. You can also set your budget to Daily or Lifetime:

Daily: A daily budget is the average that you’ll spend every day.

Lifetime: A lifetime budget is the maximum that you’ll spend during the lifetime of your set of Ads. 

Create Your Advertisement & Choose Where You Want to Place It

If you consider yourself to be creative, this could be where the fun finally begins for you! Now you get to choose the images, video, headline, body text, and where your ad will be displayed on Facebook. If you’d like to create your advertisement from a blank canvas, the first task is to select the format you’d like to use. Facebook Ads look slightly different depending on the results you want. Facebook currently offers 5 formats for ads:

  • Carousel: Create an ad with 2 or more scrollable images or videos
  • Single image: Create up to 6 variations of your ad using 1 image
  • Single video: Create an ad with one video
  • Slideshow: Create a looping video adwith up to 10 images
  • Canvas: Tell a more immersive story by combining images and videos

Once the format is selected, you need to add the content. If your ad is going to be a success, you want your image and copy to be enticing enough to make people want to click. Don’t be afraid to stand out! Then you’re ready for placement: with Facebook Ads, you’re able to choose which locations your ad will appear in. Your options are: Facebook’s mobile news feed, desktop news feed, right column, and Instagram. 

Place Your Order

Your ad is ready to go! Release it into the world! To submit your ad click the ‘Place Order’ button at the bottom right-hand corner of the page. Once your ad is submitted, it’ll be reviewed by Facebook before it’s put live. You’ll receive a confirmation email from Facebook once the ad is live. May your ads live long and prosper. 

Easy….right? No? Okay, so it isn’t that easy. Apologies if you were hoping this would be a little more simple – but quality advertising takes hard work and patience! If you’re feeling overwhelmed, we understand – and we’re here for you. The team at Tenlee Media would love to take this off of your hands so you never have to look at a Facebook Ads Campaign Manager again – and we mean it! We want to make ads for you that are so successful, you never even have to think about how to make a Facebook Ad. Contact us if this arrangement sounds perfect for you!