Facebook is a monster. But it is a very friendly, money-making, business-booster kind of monster. We like Facebook! Especially their most successful marketing tool, Ads.
Nowadays, including Facebook Ads is a must on every digital strategy, and that is why the Fuel team has designed this step-by-step guide to help you launch your first campaign on the platform.
Are you ready to see your ecommerce grow? Let’s do this 😎
Facebook positions as the biggest global social network with 2.89 billion users, of which 1.93 billion are active daily. Its growth has been uninterrupted since the last decade, and it promises to continue like this in the future.
A broad audience like this one helps you get high exposure and micro-target your audiences for a better engagement. Plus, it has one of the highest ROI for any platform! Facebook Ads can be highly profitable, very fast when planned out correctly.
We know you’re getting excited just by reading this, so here’s how you can get started:
First thing’s first: You must have a Business Manager to run ads. This tool helps you organize and manage your company on the platform. You need a Facebook profile to create it since you use your account to sign in and verify your identity.
Creating a Business Manager is simple:
You can only have two Business Manager accounts, so if you need more, you’ll need to ask someone from your team to create an additional one.
💡Fuel Tip: Connect your Facebook Pixel to your store and get more in-depth insights on events!
Once you’re done with the technical job, let’s get our marketing hats on! Think about the strategy you’ve planned for your business, then align your marketing goals with your store’s goals, and decide on which campaigns you need to work on first to achieve them.
Facebook Ads objectives are divided into three major categories, which branch into specific ones:
💡Fuel Tip: Avoid mixing your goals and desired results! You can’t expect to get purchases if you select an engagement goal. Instead, create several campaigns for each objective, and work with them simultaneously.
This step is very tied to the previous one. It is crucial to keep in mind what you want to achieve to create an audience that will get you the results you’re looking for. Facebook offers three different kinds of audiences to help you work effectively:
Drive traffic to your store by creating an audience based on the following criteria:
Target customers that already know your company and have shown interest in buying your products, like recurrent customers or people who have navigated your store:
This is an effective way to generate brand awareness and reach potential customers who are likely to buy your products. Once you create a source audience of your best customers, your ads will get to users with similar characteristics.
💡Fuel Tip: Don’t be afraid to play around with several audiences and keep a close eye on your results. Once ads start running, the platform will show you how the audience reacts to your ads. Take notes for future campaigns!
We often hear that the budget “depends” on the business and objective you set. But, actually, how much does it cost to advertise on Facebook?
According to WebFx, these are the average costs:
However, there is no minimum spend on the platform, plus you can choose and control your budget and make it as low or high as you need.
We’ve reached the most exciting part of the process: The creative materials. Users on social media are constantly bombed with several ads an hour, even a minute. So, you want to make sure that your ad catches their eye and makes them want to know more about your store.
There are four types of assets you can work with:
💡Fuel Tip: Check on the Facebook Ads Guide to make sure your marketing materials fulfill all specs and technical requirements.
The time has come for you to create your first campaign! Campaigns are divided into ad sets, a group of individual ads. As you can see below, each sub-division has its own elements and features.
We’ve broken them down through this article to better understand each and make campaign creation easier. Now that you have a clear idea of what these terms mean, it’s time to start working that magic.
After setting up your Business Manager and connecting your Pixel, you can design your first campaign. First, go to Ads Manager, and click on Create. Then:
Note: This example is for a Reach campaign. Some of the adjustments may vary depending on the chosen goal.
Remember, this is a trial and test process! We highly recommend you take your time to explore every aspect of the Ads Manager dashboard and plan your ad strategy to make the most out of all its features.
The work isn’t done after setting up your campaigns, you have to monitor their performance and optimize them over time if needed.
You might feel tempted to shut down an ad or change your target if you don’t see sales after day one, but you have to be patient. Ads need time to be optimized so the algorithm can learn who is most interested in what you’re selling.
💡Fuel Tip: Check your ads at least once a day! We advise waiting until they get at least 1,000 impressions before making adjustments, investing more, or turning them off to try something new.
And just like that, you’re ready to start using ads to fuel your business! Facebook’s advertising platform is designed especially for those with little to no experience in digital marketing. So, if you take your time to learn the basics, you’ll start seeing effective results in no time.
Ready to jump to the next step of this journey? Let’s learn how to build customer loyalty!