FACEBOOK ADVERTISING:
A STEP-BY-STEP GUIDE TO CREATING YOUR FIRST AD

Have you ever tried Facebook advertising? Are you intimidated with all the options and features that you see there? Don’t be!

We will dive into all the features that Facebook Advertising platform has to offer and provide you with a step-by-step guide to creating your very own advert campaign.

Even if you are experienced with Facebook adverts, I believe you will still discover a lot of interesting and useful information after reading this article.

Ever Evolving Advertising Platform

Very important thing to keep in mind is that like the entire digital marketing industry, Facebook is constantly evolving, based on the timeline from Walaroomedia, Facebook undergoes major updating almost on a weekly basis, therefore it is important to keep an eye on new updates and features. Stay up-to-date with major developments on Facebook and other social media platforms.

Stay up-to-date with major developments on Facebook and other social media platforms, by subscribing to our marketing blog.

Advertising Structure and Features

The first thing to understand is how Facebook advertising is structured.

Campaign – Set the overall goal of the campaign: Awareness, Traffic, Likes etc.
Ad Sets – Choose the target audience: age, gender, geolocation, budget, and many more.
Advert – Ad sets contain Adverts – this is where you choose your creative and copy.

1. Setting Up a Campaign
From your Business Manager go to Power Editor (You can only access Power Editor from the Chrome browser),

facebook power editor, Facebook advertising

Click “Create Campaign” button.

facebook power editor

Click “Use Guided Creation” button, this way you will get a better overview of your campaign creation.

facebook power editor

You will be directed to the page where you choose the marketing objectives of your advertising campaign.

facebook power editor

The objectives are grouped into three stages of customer journey, Awareness, Consideration, Conversion.

Facebook offers several optimization goals which I will discuss in a separate blog post. For our example, let’s say our main goal for advertisement is to increase traffic to the website.

Choose Traffic as the goal of the campaign, name it and press “Continue”.

facebook power editor, Facebook advertising

You will be directed to the ad sets page.

2. Setting Up Ad Sets
As you noticed from campaign level we moved to Ad set level, this is where you make some important decisions regarding your target audience, their demographics and ad delivery optimisation.

facebook power editor, Facebook advertising

You have the option to choose following:

Custom Audience – This is a pre-made group of users which you can advertise to, they can be a group from your mailing list, which you upload on Facebook and it matches the emails with users, or it can be lookalike audience of your website visitors which were tracked using Facebook pixel. For our example we don’t have a custom audience, therefore leave this field empty.

facebook power editor

Choose the geography of your target audience in locations field, it can be a Region, Country, City or even a street address. You can choose the people who are in this location, live, recently been, or are travelling at this location.

Tip: For the clients who are mainly focused on tourism business, I choose the 4th option (Target people who are currently travelling to this place), which is very handy to target specifically tourists arriving in the city where my client is.

Leave it to option 1, “Target everyone in this location” and choose the country, city you want to target with your ads, if you are local business you can even geo target users as small as 1 mile around your business.

Tip: If you are a luxury goods retailer and want to reach high income customers you can geo target your ads around famous luxury resorts, golf clubs and other venues where there is higher concentration of wealthy people. Also if you are a retailer and want to drive the traffic to your actual store, you can geo target shopping malls (considering you have a store in a shopping mall) and streets around your store in peak hours.

facebook power editor

Age – The age range of your audience.
Gender – You can choose to target men & women, or target them separately.
Languages – What language your audience speaks.

Detailed Targeting – If you have any additional information about your users like interests, relationship status, or fields of work, you can input this here in order to narrow down the audience. The more precise targeting your ad has, the better results and lower cost per click it will have.

facebook power editor

Connections – You can choose if you want to target people who are connected to your Page (Liked your page) or exclude them from targeting.

Tip: It is a good practice to save the created audience so that you don’t have to input all the targeting details again for future campaigns, so choose “Save This Audience” and name it.

facebook power editor

Audience Pool – As you see on the right side, every change you make alters the size of the audience pool.

Tip: Always try to narrow down your audience with detailed targeting; of course it depends on your budget but a good rule of thumb for me is to have a pool of 300k – 400K people (but again your budget matters).

facebook power editor

Placements – Where you want your ads to appear on Facebook.

  • Automatic – Let Facebook choose your ad placement automatically to best optimize for results
  • Edit Placements – Choose your own placement.
    • Device types: Mobile or Desktop Platforms.
    • Facebook, Messenger, Instagram, Audience Network.

For the moment let’s choose an automatic option as Facebook does a pretty good job in optimizing your delivery. In my next article about Ad placements, I will go into a more detailed description of each placement method, when to use them and what goals can be reached by applying each of them.

facebook power editor

Budget & Schedule – You can choose to set Daily Budget or Lifetime Budget of your advert set. For example, If you set your daily budget to 50$, you will know that Facebook will not spend more than 50$ during the day, whereas with lifetime budget, the daily spend may vary, but still after the lifetime period is over, the total spend will not be above your set lifetime budget.

Schedule – You can choose to schedule the ad to run for a certain period of time, or to start running right away.

facebook power editor

Optimization for advert delivery – You can choose how your ads will be delivered to people.

  • Link Clicks – Ads will be delivered to the right people in order to get the most clicks from the advert.
  • Impressions – Ads will be delivered to people as many times as possible.
  • Daily Unique Reach – Ads are delivered once a day to each user.

Tip: I mostly leave it to Link Clicks which is a recommended option by Facebook and it does a pretty good job of optimizing your ad. I very seldom use other options.

facebook power editor

Bid amount – How much you are willing to pay for each click/result. 

  • Automatic – Let Facebook adjust bid for you.
  • Manual – Choose your own maximum cost per result, Facebook will not go above it, however, you may not reach that many people.

When you are charged – Choose when you want Facebook to charge you, it can be after your ad reaches 1000 Impressions (CPM), or every time a person clicks your ad.

Delivery type – Choose the delivery type of your advert, it can be evenly spread out during the day, or it can be delivered at an accelerated rate.

  • Standard – Choose if you want to deliver your ads evenly throughout the selected schedule.
  • Accelerated – Show your adverts as quickly as possible to as many people as possible, may run out of budget early during the day.
facebook power editor

Bid amount – How much you are willing to pay for each click/result. 

  • Automatic – Let Facebook adjust bid for you.
  • Manual – Choose your own maximum cost per result, Facebook will not go above it, however, you may not reach that many people.

When you are charged – Choose when you want Facebook to charge you, it can be after your ad reaches 1000 Impressions (CPM), or every time a person clicks your ad.

Delivery type – Choose the delivery type of your advert, it can be evenly spread out during the day, or it can be delivered at an accelerated rate.

  • Standard – Choose if you want to deliver your ads evenly throughout the selected schedule.
  • Accelerated – Show your adverts as quickly as possible to as many people as possible, may run out of budget early during the day.

Tip: I usually leave this option to standard unless I am running some sort of time limited coupon/contest/offer which I want the audience to see as fast as possible. In this case, you have to choose manual bidding and accelerated delivery to show your adverts as often as possible and to as many people as possible. The average cost of this ad may increase and adverts may stop being delivered before your scheduled end time but you won’t spend more than your budget.

facebook power editor

Finally, Set the name for your advert set and press “Continue” to move to the visual part of ad creation.

3. Creating Adverts
So far we have chosen Campaign Objectives and created advert set, now it’s time to create actual visual part of your ad, Creative and Copy.

First choose if you want to create a new advert, or choose from your existing post. For our example, let’s create a new one. And remember to choose the business page you are planning to advertise for from “Page” section.

facebook power editor

Choose Format – Facebook offers several different advert formats  for you to choose from, let’s look at each of them:

  • Carousel – Ad with 10 slides that you can scroll through – very good for e-commerce websites where from one advert you have a possibility to show several products or to make things more interesting you can experiment and come up with a more creative ways to utilise this type of advert.
  • Single Image – Use a single image together with a copy.
  • Single Video – You can upload a video instead of an image
  • Slideshow – You can create looping video slideshow from your new or existing images
  • Canvas – This is a more advanced type of advert for a more immersive story which is basically a separate mini website inside the ad. I will talk about canvas in my separate blog post in the nearest future.
facebook power editor

Here you can upload your advert image or video. Facebook even provides the possibility to choose from high-quality stocks photos which are provided by Shutterstock.

Recommended image specs for Website click adverts are:

Resolution: 1200×628 pixels Ratio: 1.91:1 Text: Try to have not more than 20% text overlay on your image (Facebook’s recommendation) you can check text overlay percentage using this Facebook app.

facebook power editor

You can link this ad to your business Instagram account and it will also be advertised on Instagram.

Website URL: The address of your website’s landing page where you want to direct your users.

Messenger: In case you want to direct users to your Facebook messenger.

Headline: The main headline of the advert.

Text: Post text above your ad News Feed link description.

facebook power editor

Call To Action: You can choose from many different calls to action on your advert.

facebook power editor

Display link: URL parameters If you are using analytics on your website, have several ads running and want to know which ad contributes to certain activities on the web, you can add URL parameters – this way Google Analytics will be able to differentiate the traffic from Facebook.

Pixel tracking: If you have a pixel installed on the web, you can choose to track if the ad resulted in some activities on the web like conversion, add to cart, purchase, and many more.

facebook power editor

Finally, click that green button and wait for the magic to happen!

Your Turn To Create Your Very First Ad!

let me know in comments how it goes, what results you will achieve and if you’ll have any questions on the way!

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By | 2018-01-11T11:43:13+00:00 August 13th, 2017|

About the Author:

Irakli is a founder and digital strategist at Digitalhub, he oversees social media and advertising strategy of all agency clients.