Digital Marketing Agency

Facebook Business Manager

Setup Facebook/Instagram Ads

Designing the perfect ad for your Facebook Business Manager Page can be a painful process especially when there are over 2,41 billion monthly active users in the second quarter of 2019.

So how do we create the perfect ad for our business? An ad that will not only display on the user’s newsfeed but will get the attention of your prospect and lead it to conversion.

This guide will show you, step by step, how to set up a Facebook ad using “Facebook Business Manager”. But before we go to the Facebook Business Manager Page, let’s discuss some things your should know before going to the Facebook Manager Page.

  1. Define “Goal”  -First of all, we must define the term “conversion”. What does the word conversion mean in your case? Does it mean for someone to click on your ad and get a free E-book or do you want a visit/rate on your website/blog? Or you want someone to go directly to the transaction part, where your service is exchanged for money.

Whatever the case and your business/product might be – your ad must be designed with the right intention, without misleading the prospect.

  1. “Target and Audience” – Let’s say you own a shop for office supplies. Chances are you’ll get more sales if you approach people who use your product on a daily basis. So instead of targeting everyone online (which will include farmers, electricians, sports players, etc.), you need to present your product to offices, schools, hospitals, etc.

So how do you do that? – Target audience are a group of people that are interested in your service/product. Example, if you are selling a course on how to be healthy, then you would problem target an audience that are searching for fitness, health, gym etc. You can narrow your target down to age, sex, job, purchase history and more.

Custom Audience and Lookalike Audience

Once you get some results from your Target Audience meantion above, you can build a custom audience and lookalike audience. You can create a custom audience from an email list or website traffic. As an example – you can create a custom audience from people who visited your sale page, but never made a purchase.

A lookalike audience utilizes Facebook’s data on every user, to create a “similar” to an already existing audience. Let’s say you have a Facebook page for your office supplies and have regular orders on a weekly/monthly basis from your city. You can create a lookalike audience from the same residence, who has similar data attributes like age, sex, jobs, purchase history, etc. with the people who are already buying from you.

  1. “Data gathering and segment” – Okay, but how do we know exactly what are our prospect’s data attributes? Facebook pixel! – Imagine this as an “identifier”.

When you visit a website, this so-called Facebook pixel is installed in the HTML backend and tracks your interaction with that web page. And since Facebook has an ID on every user, this pixel fires and tells the owner of the website who visited him and allows him to retarget you with more content.

Not only that, but the Facebook pixel has “event codes”, which you can install on every page of your website. Let’s say a prospect views your website and another makes a purchase. Those are different events. Using the event codes you can see in-depth everyone’s journey throughout your webpage and segment your audience. That way you can create a lookalike audience and retarget it based on that particular event.

This is where it all comes down to! Setting up your Facebook Business Manager Ad Campaign

  1. “Designing and optimizing ad campaigns”

But before setting up our ad campaign, Facebook Manager wants us to set a marketing objective. Marketing objectives are goals set by a business when promoting its products or services to potential consumers that should be achieved within a given time frame

We are presented with three objectives – Awareness, Consideration, and Conversion.

This is why step 1 is important for us to set a clear goal for our ads. Depending on what we want to achieve with the advertisement, we can select from a pool of subjects:

1.Brand Awareness, Reach, Traffic, Engagement, App Installs, Video Views, Lead Generation, Messages, Conversions, Catalog Sales, and Store Traffic.

Facebook Ad Manager

Below you will see a breakdown of each marketing objective from the picture above. Choose your goal for your marketing objective.

Awareness Facebook Marketing Objective
Awareness Facebook Marketing Objective
Consideration Facebook Ad Manager
Consideration Facebook Ad Manage
Conversion Facebook Ad Manager
Conversion Facebook Ad Manager

After we’ve set up an objective, we need to choose the audience. We can choose from an already existent custom or lookalike audience or create one from scratch.

Facebook Ad Manager
Create New Audience

Even if you don’t have an already established audience, you can be pretty specific to who you target. Facebook Managers gives you detailed targeting, which includes categories such as location, age, gender, language, interest, activities, device usage, purchases, income, etc.

Facebook Ad Manager

After we determined the audience, we need to figure out where will the ad be displayed. We have a variety of options including, placement on the page, platforms, devices, etc.

Facebook Ad Manager
Facebook Ad Manager Placements
Facebook Ad Manager
Facebook Ad Manager Placements
Facebook Ad Manager
Facebook Ad Manager Placements

Budgeting may sound complicated, but you need to remember that you ONLY get charged for the number of clicks or impressions your ad receives.

Facebook Ad Manager
Budget and Schedule

A high bid on your campaign doesn’t necessarily mean that your ads will be displayed all the time instead of your competitors`. Here it comes down to how much your ad is relevant to the prospect’s interest.

My suggestion is to figure out a daily budget and let Facebook, based on its algorithms, automatically select the bid for your ads.

Finally, it comes down to the format. How is your ad going to be displayed? Is it going to be a single image, a video, a slideshow?

Facebook Ad Format
Facebook Ad Format

Figure out a headline and a brief description, which will capture the attention of your customer. The image of your ad must be in the recommendation size, so it can be suitable for all types of devices and Facebook feeds. DO NOT upload a direct image from the internet, cause you might have copyright issues.

Facebook Ad Format
Facebook Ad Format

Link your campaign to your website, set up your Facebook pixel and you’re good to go.

Once your ad campaign is running, don’t forget to keep track of it. If it’s not bringing you the right results, you might want to change a few things, whether it’s format, description, bid, targeted audience, etc.

Luckily – you have numerous tools to keep track of what’s exactly working for you.

And finally, remember this, Facebook advertisement is both science and art. There is no magic formula that will create the perfect ad for your business. So don’t overthink your campaign and just run in. Along the way, you will find what is best working for you and what is bringing you the results that you and your business desire.


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