Facebook Ads Guide: Create, Analyze, Convert!
Here is my Facebook page, and you can see I do a bit of promoting. This is actually my third company Facebook page. I have only been promoting it for a little over two months. I am up to 579,000 likes on it. that’s the power of having an open minded approach. I have put thousands of hours into creating Facebook ads alone.
You can get to your Facebook ads simply by going to Facebook.com/ads. You usually need to use your personal account with Facebook ads to promote your company pages. Before you get started it’s important to know what you can promote with facebook ads. You can promote websites, facebook pages, mobile apps affiliate links (indirectly usually), phone numbers and business locations.
Which is the best?
I recommend making ads for facebook pages, photos and personal stories. These are the three things that tend to get the best results in terms of paying the lowest cost per click and the lowest actions/objectives you are looking for. These things are the most powerful things to promote because they also help you connect with your potential audience.
Facebook Ads Interface Guide
This is the main ad interface for it. You can see all of your campaigns, with your start date, end date, and they have added a new cost-per-action, which is a great additions. You can also see the daily budget, how much you’ve remaining, and how much you’ve spent total on it. I tend to do a lot of new campaigns constantly.
New campaigns tend to get the best results. Fresh ads with new messages tend to work better. a lot of the ad salespeople like to say people need to see your ads ten times before they take actions on it. I’m with Tim on the Four Hour Work Week, and we other ad professionals out there that say, “Your ads should work the first time, or your shouldn’t run them again.”
If my ads don’t do awesome right when I start running them generally than I will take them down. So, you are going to need to continually create new campaigns. Here is my facebook ads guide to get you from start to finish. Then l will explain the importance of monitoring and analyzing your ads to get even more conversions!
Creating a new ad is exciting, but analyzing your Facebook ads will guide you to success!
Getting Started with Your Advertising Campaign
Where Will Your Facebook Ads Guide Your Audience?
The first step of my Facebook ads guide is to choose a page to promote. We will use my page as an example. How shameless of me. You can put in a Facebook page, website, or any other URL you want. If you are trying to promote an affiliate URL, or a URL that has any forwarding. Be careful here!
It is very easy to get your ad account banned by putting in a bad URL. I would try that out first, prior to putting the effort into it. Just put together one ad quickly to check if your URL will even work.
The safest bet is always to promote a Facebook page, or Facebook photo post. Facebook will let you promote almost any kind of a page from their website. That is how I do most of my ads. I promote my page directly, not my website.
What do You Plan to Achieve with Your Ad?
There are three options you can choose:
Get More Page Likes:
You need page likes before anything else to effectively promote a page. In essence, people equate Page Likes with trustworthiness. You need more likes to be successful on Facebook. Do not promote your posts if nobody will see them or trust the content. If your goal is to get more likes on your page, just get them cheaply. It doesn’t matter if the people are local to you.
Promote Page Posts:
If you already have a good following, you can choose to promote your posts. Do what you want to do based on your bottom line. If you want to build your page, you want to get more likes, not promote your posts. The only exception is if you want to convert to another call to actions, like: phone calls, office visits, or other face-to-face connections.
As an example, say I am a local dentist. I want people to make a dentist appointment. I would make a bunch of different posts showing off my office with a phone number on it. It has to be a small phone number. Then I would promote those page posts. Building local likes on my page would be fairly pointless. My end goal is to schedule appointment.
This gives you more details that you can adjust to suit your goals. If you are just getting started you probably don’t want to select this option. Some of the advanced options can be powerful, such as extra pricing options and creative features.
Using the New Chrome Interface
Use as Many Images as Possible
You want as many images as possible. Combined with ad text, images are what tend to get the lowest cost per click with Facebook ads. Pay attention to Facebook ads’ guide for news feed image sizes. My image is not ideal for the mobile news feed, but still will function well on a computer. If you use a tiny picture (the old interface was 170X100), it will not look in the newsfeed, and sometimes will not run at all.
Write Your Ad Copy
If you can make 20 or 50 images for one campaign, that will give you the best shot at getting great results. Use the upload images if you want new ones, or browse your library for old ones and fill all of the space. Once you have put your images in, you can write your actual ad text. The text is your “why.” In other words, it’s the purpose for someone to engage with your ad. Write the text so that the Facebook ads guide your audience where you want them. This is what the advertisement will look like in the newsfeed.
This is why you want a good image in the news feed, because the image you have gives a strong impression of what kind of page you have, and the headline here is the most important in terms of call to action. You can see above that my picture was so big the headline wouldn’t show. However, the text for my call to action will be displayed, even if my ad doesn’t get a click.
An important thing to do is to uncheck the sponsored stories. Sometimes this works well, however sponsored stories is often a way for Facebook to charge more for the same service. Facebook will automatically tell people if your friends like something. You may not need to use a sponsored story for it. What it does when you check this is automatically creates a separate ad for a sponsored story. You can experiment with this and see what you think.
Right Panel Advertisment Display
This is how the ad will be displayed on the right-hand column. Now you can see how important the title is in a desktop ad. There is a huge disparity between who sees ads on the right, and on the newsfeed. A different type of person sees ads in either of these spaces. The right hand column is great for getting clicks to website, because you can show those on a desktop computer. Lot’s of times you don’t want people to visit your website from the newsfeed, because many will be on their mobile phone. However, in the power editor, you can choose where your ads will get shown.
It is still critically important to remember where your ads are being shown. While google is pretty specific about where your ads are being shown, and what device they are being shown on, Facebook often leaves that more up to you to handle in the back end. If you are trying to promote a facebook app, and it only works on the desktop news feeds, and you are running an expensive campaign, the mobile people click on it and go to your page and can’t install your app. I think that’s funny when I see other advertisers doing that, but it is also sad that whoever set that up doesn’t realized that their desired call to action is impossible for them to achieve. Make sure you can view your ads and URL on different devices.
Facebook Ads: Guide to Audience Targeting
Once you’ve build your ad campaign, then you want to target your audience. The audience targeting is where a lot of people go right, and a lot of people go wrong. If you want the most page likes, and you want the most engagement, usually this applies if you have a passion that’s not necessarily about making money. If you want the most page likes you should target countries where the ad costs are low. There is no reason to compete with other advertisers in the same area. Not only the advertisers, but the history. When I show ads in the US for my Facebook page, which I don’t do very often to get page likes, I am competing with all of the other advertisers in the US, and everything everyone’s ever done with another page or group on Facebook.
I have thousands of pages I like. If I like a new page that I see in the ads, that page or content, has to compete with all of my friends, and all of the ther pages to get into my newsfeed for free. It is very hard to have a good engagement on a page in this comp.. If you are trying to get page likes the only purpose in building fans is to get them to engage with your page consistently. To get this to happen you should target out of the box.
If you chose to promote a post, you will want to refine your locations more. For me, assuming I would want to run a campaign like this, which doesn’t get me a good return on my investment personally. If I did not already know this, I want to give it a try, I would target all of these business categories, and then target men and/or women of this age in Canada, because that is my customer profile. They either live in Canada or the northern US. I would target these so I have an audience of 1 million people.
This is a good sized audience. It is big enough to get low costs clicks, and to get a lot of activity. It is not too big where it becomes completely irrelevant. If you are doing local campaigns you don’t want to target too much, because when this audience shrinks down to a small number, the costs go way up, and you ads may not even show very often. If you have 100,000 people it is going to be hard to show them even a few thousand times, which on Facebook is just nothing.
If you want to get a high number of impressions you want a bigger audience.
In a national campaign, like a US campaign for a fashion campaign, you want to target precise interest groups. You can overlap precise and broad interest to get a highly focused ad campaign. the problem is, most people tend to do the same things. So if I have a fashion page, I am likely to target “fashion.” Whereas lots of times you can get fantastic results by doing out of the box targeting. Like, women who like being happy. Then you can show how your fashion page is likely to make them happy.
Lot’s of times you can get a lower cost to get the same people to like your page because the interests you are bidding on are less competitive. The interests are a huge factor in costs. If I just put marketing services in with a marketing product, my ad costs would be through the roof. If I target a few things like: website owners, lots of times I can get lower costs. Think outside the box, and most importantly try a bunch of different campaigns targeted to your potential audience. When you can see how your audience responds, and how different interest groups contribute to your page, it is easier to maximise the return on your investment.
It’s Time for Bidding
Finally, once you’ve made all of your ad campaigns you can get to the bidding. You make your ad campaign name. I always recommend splitting and making separate ad campaigns. You put your daily campaign budget in or your lifetime budget, and schedule.
You can start it indefinitely today, Facebook loves that so you can give them the most money possible. Or you can choose a start and end date. If you are new to ads I would suggest you choose a start and end date so you don’t fire and forget, so to speak.
If you run your campaign, you want to check back then only check it in two months and say ooops! I spent a lot huh?” If you know you will constantly manage and edit your campaigns, it is a lot simpler to just run it continuously. lf your campaign is not working, you can pause it. If your campaign is working you don’t want to just stop it.
Once you have set your budget you get into paying Facebook. I always recommend for people who want page likes, starting with optimized for page likes option. The reason for this is that the potential is just amazing when it works. The cost for a page like can be extremely low. When it works poorly, it can be just like Facebook taking your money and not giving you anything. If you are going for website clicks, with a picture, it may be better to manually bid for clicks.
The optimizations lets facebook decide who should see your ads. You can do this by manually bidding for clicks, but it will not have the same potential as Facebook will have. I usually start with this. If you are paying $1 or $2 for page likes, then you need to try to manually bid for clicks. If you have a website you want to get traffic to, it is best to manually bid for clicks. The optimize for impressions tends to be one of the worst possible things you can choose. However if you get it right for local impressions, you can occasionally get good results out of it.
Why is this so bad?
In the backend, Facebook has done some kind of analysis or algorithm, where they differentially rate users based on how much they click on ads, and which ads they click on. In other words, Facebook knows the odds of you clicking on an ad. Whereas Google does it on a more fair system, in terms of just straight on a clickthrough pasis. Facebook has a better idea of how likely users are going to click on your ad, and price ad impressions differently based on the users that click on the ad. When you optimize for impressions you are often not going to get any of those good ad placements.
In other words, Facebook is going to dump your ads in the lowest possible return areas. It is going to show ads to people it has a good judgement that they are not going to click on ads. You will get the worst possible positions, by optimizing for impressions. Why? When people are manually paying for clicks, and trying to get the most page likes, Facebook wants to put the ads in the best positions to make them money. You will be paying them per impression, so Facebook knows they can put those in places where people won’t click them, and you are going to pay anyway, to have people possibly ignore your ad. Be careful when using this option.
It can sometimes work well, but if you want to see a really low click through rate, try optimizing for impressions!
My Facebook Ads Guide to Performance Analysis
You Are Halfway There
Now, here is the most crucial step for this Facebook ads guide. With Google the reporting is important, and the set-up of google makes reporting a bit more straightforward. With Facebook you really need to take the time to think about what is going on with your ads and what you are getting out of it.
One of my ads here gets 2,300 likes per day, and you can see I have shown 1.5 million ads. I am showing them in low cost areas. After spending $67, I got 1,400 page likes out of it. This is obviously a good result. But how do you compare the results of one campaign to another? I have a bunch of campaigns running! If you want to compare all of them with each other, you will have to get into creating a reports to help you understand your spending.
An important point, On google the click through is important for price. If you are using optimize CPM with Facebook the clickthrough rate times the price, is the key metric on Facebook. If you are looking for page likes cost per page like is the only thing you should care about. It doesn’t matter how high your click through rate is if they are charging you an arm and a leg to display your ads.
The optimized CPM is charging me seven times as much than it is showing my other campaign. The result is, I am paying 4 cents per page like. If you look, these page likes are actually a half cent or less each! That means the CPM option costs almost 8X as much as the price per likes. The clickthrough rate is actually higher, but the price is critical. You can some of them are even charging 12 to 13 cents per thousand ad impressions in the exact same audience. This reflects who Facebook is showing the ads to. At 19 cents per thousand, Facebook is showing it more to users who click on ads. Whereas I am in more of the general population with this ad. It is showing this one in more of the lower quality ad spots. At the same time I am still maintaining the same click through rate on an ad in lower quality spots.
Facebook has figured out based on it’s targeting system, who will respond to that ad. Note that I sort the report by clicks. The clicks are related to how much I spend. Sort the reports by the relevant data. Forget the clickthrough rate, and average price, you only need to see where your money is being spent. If one is doing quite poorly, I pause the ad to force facebook to use the cheaper ads. Some people like to go through and manually pause the other ads. Assuming you don’t have infinite time, what is the point of pausing these other ads? I spent up to 19 cents on them? The majority of my budget is being effectively spent.
Facebook Ads Custom Reports
In those advanced reports, I have gone into Facebook ads on the first screen. Click on reports, to get to where you see how your ads are doing. You can make custom reports based on what you need to know. These are ad campaigns I did for a weight loss company. They have two things that matter to them. The idea that is important is to focus on what’s critical to your campaign only. Cost per page like, and cost per lead conversion. These are the two metrics the weight loss campaign cares about.
In this report I sorted it by cost per conversion. This campaign is 1.41. They created this one on their own before I helped them, they didn’t realize how low the cost per conversion was on this ad campaign. They are running hundreds of ad campaigns. It is easy to miss one that is working the best out of any you have. For some reason they paused one that got them 4 cents per click! They have another that has $3 for a conversion, and $9.80 per page like! I made a few campaigns for them that they kept for a while, and spent a lot of money over a long period of time. You can go back to the reports and see how past campaigns could compete for pricing. It helps to make these reports only focus on what matters, so you can see all of the campaigns, and only see what is important. This saves a lot of confusion. The one above is a cross campaign comparison. If you are only looking for page likes, you only need to pay attention to the cost per like. By sorting correctly you will see which campaign is doing the best for you.
I Hope My Facebook Ads Guide Was Helpful for You!
I hope to help you become the best you can be! The more campaigns you have going at once, the more you are liable to have one giant waist! It is not because you are stupid, or don’t know what you are doing, it is by having too much going on. When you are running hundreds of campaigns at once, you will have campaigns that change over time. It will be easy to miss something that is costing you a lot of money. When you sort and find that you have a campaign that is very expensive, you can quickly stop it. Check often, and pause as many wasteful campaigns as possible. facebook.com/ads/manage is where you can set up your ad tracking.
Is there a specific question I can help you with? Let me know!