Facebook Ads: Curated Resources

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Guide to Facebook Video Ads

FB Ads Guide for Ecommerce

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Optimize FB Ads with Automation

Value Lookalike FB Audiences

Getting Started With Facebook

This is a curated guide that is compiled from several sources to help anyone get started creating highly effective Facebook ad campaigns. If you plan on sending most of your advertising to your website to generate leads and sales make sure you have Facebook’s tracking pixel setup on your website.

This guide doesn’t cover advanced Facebook marketing strategies. Its primary goal is to provide quick steps with explanations on creating Facebook Ad Campaigns.

Access Your Ads Account

To get to your Facebook Ads dashboard, you can head to https://www.facebook.com/ads/manager or click the drop down arrow in the upper-right corner of Facebook and choose “Manage Ads” from the drop-down.

STEP 1: Creating Your Campaign

To start creating a new campaign in Ads Manager, go to ad creation.

Choose Your Objective

Before you begin planning your next ad campaign, really think about what you’re trying to accomplish. Your FB advertising objective is what you want people to do when they see your ads.d

Facebook breaks these down into 3 different Objectives (awareness, consideration, and conversion).

Awareness: Objectives that generate interest in your product or service

  •  ​Brand ​Awareness – Reach people more likely to recall your ads and increase awareness for your brand
  •  Reach – Show your ad to the maximum number of people in your audience

Consideration: Objectives that get people to learn more about your business

  •  ​​Traffic – Increase the number of visits to your website or get more people to use your app.
  •  ​App installs – Send people to an app store where they can download your app.
  •  Engagement – Get more people to see and engage with your post or Page. Learn More
  •  ​Video views – Promote videos about your business. Learn More
  •  Lead generation – Generate more leads for your business. Learn More
  •  Messages – Get more people to have conversations with your business. Learn More

Conversion: Objectives that encourage people to buy your product or service

  •  ​​Conversions – Get more people to take your desired action and track your performance.
  •  ​​Catalog sales – Show products from your catalog based on your target audience. Learn More
  •  ​Store visits – Promote your business to people nearby. Learn More

How To Pick The Best Objective

The easiest way to know what objective to select for your new campaign is based on defining the Goal you are trying to accomplish. Here’s two examples below. 

Goal: I want more people to know about my business

Say you’re a local business that wants to let people nearby know about your products and services. Here are two objectives you can select to help meet your goal.

  •  Reach: Show your ad to people who live nearby your business
  •  Engagement: Boost your posts to reach as many people as possible to encourage people to engage with your ad.

Goal: I want to find potential customers

Are you looking to find people that might be interested in your products or service? Grow your email list, encourage more people to buy from your website etc… Then try creating ads with these objectives.

  •  Conversions: Create ads that drive more site traffic and track their performance.
  •  ​Lead generation: Encourage potential customers to subscribe to your blog, get a free eBook, etc…
  •  ​Messages: Retarget visitors who haven’t purchased yet to further engage with them and win them as a customer.

Name Your Campaign

Enter the name of your campaign. Need help on the best practices for your campaign structure? Learn More

STEP 2: Creating Ad Sets

Naming Your Ad Set

Enter the name of your ad set. Need help on the best practices for your campaign structure? Learn More

Creating A Target Audience

Now that you know what you want to accomplish with your ads. It’s time to tell Facebook who will see your ads. This step is very important because showing your ads to the wrong audience will drive up your cost. Here are the available options for creating a new audience. Make sure to fill out all the details needed to complete your audience.

Available Targeting Options

When choosing a target audience, you can create a new one or use an existing one.

  •  Locations – Target ads to people based on locations (ex: country, state, province, city, congressional district, zip or post code). Learn More
  • Age – Target ads to people within an age range.
  • Gender – Target ads to men, women or people of all genders
  • Languages – Target ads to users of certain languages
  • Detailed Targeting – Include or exclude people from an audience based on demographics, interests and/or behaviors. Learn More
  • Connections – Include or exclude people from your audience based on connections to your Pages, apps or events.
  • Custom Audiences – Custom audiences are target audiences of people you already know created from information you provide or from information generated on FB’s products. This can be information from customer filesFacebook pixelFacebook SDK and engagement on Facebook.
  • Lookalike Audiences – These are audiences you create from a “source”. It finds other people on Facebook who are the most similar to the people in the source.

Select Ad Placements

​In the Placements section, decide where your ads will appear on Facebook, Instagram or Audience Network. If you select Automatic Placements, your ads will be shown to your audience in a place that it’s likely to perform best. If you would like to do this manually, select Edit Placements.

When you create an ad, you’ll be asked where you want it to appear on ‘placements’ beyond Facebook; on Instagram, Audience Network and Messenger.

Not all placements are available with all objectives. Learn More

Facebook Recommends Automatic placements, where they optimize delivery across all placements. If one placement performs better, they dynamically allocate it more of your budget to help you reach more people. How Facebook delivers your ads

Ad Placement Locations

Here’s a list of all the potential locations you can have your ads appear.

Facebook

  • Feeds: Ads can appear in the news feed on any device
  • Groups: Your ads appear in groups on Facebook
  • Right Column: Ads appear on right sidebar on desktop computers
  • Instant Articles: Your ads appear in instant articles on mobile and messenger. Learn more about instant articles.
  • In-Stream Video: Your ads appear as short videos on Live and Video on Demand. Learn more about in-stream video.

Instagram

​Messenger

Audience Network

Your ads can appear on apps and websites in Facebook’s audience network. Image and video ads can appear as banner, interstitial and native. Learn more about the audience network.

Manuel Placement Recommendations

If you don’t want to enable automatic placement, you can choose which placements you want to use in the “Placements” section of ad set creation. Facebook still recommends using multiple placements to give their delivery system more flexibility.

​​Facebook recommends the following choices, broken out by campaign objective:

  • Brand awareness (including Reach & Frequency buying): Facebook and Instagram
  • Engagement (including Reach & Frequency buying): Facebook and Instagram
  • Video views (including Reach & Frequency buying): Facebook, Instagram and Audience Network
  • App installs: Facebook, Instagram, Messenger and Audience Network
  • Traffic (for website clicks and app engagement): Facebook, Messenger and Audience Network
  • Product catalog sales: Facebook and Audience Network
  • Conversions: Facebook, Messenger and Audience Network

If you’re emphasizing larger-scale business goals, you may want to choose these placements:

  • Extending your campaign: Facebook, Instagram, Messenger and Audience Network
  • Daily Unique Reach: Facebook, Instagram, Messenger and Audience Network
  • Efficient Reach: Facebook, Instagram, Messenger and Audience Network
  • Cross-platform Reach & Frequency: Facebook, Instagram and Messenger
  • Additional Message Frequency: Facebook, Instagram and Messenger

​Set Your Budget And Ad Schedule

In the Budget & Schedule section, you can choose a budget and set your ad’s schedule. Learn more about budget, delivery, and charges on your Facebook ads.

STEP 3: Creating Your Ads

Select your page

You’ll only be prompted to add a Page if you’ve selected an ad objective that requires a Page selection. If you don’t see the Pages section, skip to the Audience section. If you create ads for multiple Facebook pages, select the Page you would like to create an ad for.

Select an ad format

Choose from a wide variety of different ad formats. See all of Facebook’s ad types here.

Types Of Facebook Ad Formats

These are all the types of ad formats that you can create within Facebook. ​See all of Facebook’s ad types here.

  • Video: Show off product features, and draw people in with sound and motion.
  • Image: Drive people to destination websites or apps through high-quality visuals.
  • Collection: Encourage shopping by displaying items from your product catalog—customized for each individual.
  • Carousel: Showcase up to ten images or videos within a single ad, each with its own link.
  • Slideshow: Use motion, sound and text to tell your story beautifully on any connection speed. 
  • Canvas: Let people open a full-screen, mobile-optimized experience instantly from your ad. 
  • Lead Generation Ads: Lead ads on Facebook and Instagram help you collect info from people interested in your business. A lead ad is presented using an image, video, or carousel, and followed by a lead form when the user engages with the ad. 
  • Offers: Offers are discounts you can share with your customers on Facebook. You can design your offer ad to appear as a image, video, or carousel.
  • Post Engagement: Most Page posts on Facebook can be boosted to deliver more likes, comments, shares, and photo views.
  • Event Responses: Event response ads can be used to promote awareness of your event and drive responses. You can design your event ad to appear as an image or video.
  • Page Likes: Page likes ads can be used to drive users to like your page. You can design your Page likes ad with a video or an image masked to a ratio of 8:3.

Choose Your Media

In the Media section, choose the creative you’d like to use in your ad. Learn more about choosing images for your ad

If you’ve already created your ad and want to change or update the image, learn how.

The option to add images to your ad comes at the Ad level of ad creation. To get there, fill in your ad information at the Campaign and Ad Set level first.

Once you advance to the ad level, you can add photos under Page & Text.

If you choose Carousel as your ad format, you will have the option to upload a different image for each card.

Click Select Image to upload your images from your computer. 

If you select Single Image as your ad format, you have the option to either upload images from your computer by selecting browse library or choose from free stock images.

If you choose Slideshow as your ad format, you can create a looping video with up to 10 images. Learn more about creating a Slideshow ad.

If you need help with image sizes and other guidelines, check out the Facebook Ads Guide.

Add Text To Your Ads

After choosing your images, you can enter the text you’d like your ad to have. You may also have the option to add a call-to-action button, choose a pixel and more.

Note: If you’re running ads that aren’t associated with a Facebook Page, you’ll only be able to run ads in the right column of Facebook.

Placing your order and choosing how you want to pay for your ads

​When you’re ready, click Confirm at the bottom of the flow to create your ads. The first time you place an order, you’ll be asked to enter your payment information. Learn more about payment options for advertising.

Discuss Facebook Ads Below

1 thought on “Facebook Ads: Curated Resources”

  1. Hey there!

    Thanks for checking out my curated resources on Facebook Ads. If you have a question or know of other great FB ad resources feel free to let me know in the comments below.

    I have a lot of other great marketing resources you might find useful.

    – Entire Hacked Marketing Campaigns
    – Curated Marketing Courses and Tips
    – Marketing Resources (Facebook Ads, LinkedIn Ads, AdWords, etc…)
    – Curated List of The Best Marketing Tools
    – Curated List of Other Companies Emails
    – Detailed Marketing Experiments

    I aim to keep these resources updated every month.

    Check out everything I have here: http://chirpcircle.com

    Thanks,
    Lyman

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