Facebook along with Instagram, Whatsapp and now Threads have the largest audiences among all social media platforms. As of October 2023, Facebook has over 3 billion monthly active users and is still the most widely used social network globally.
In this guide we will walk through a quick guide to get you started and running your first Facebook Ad or Instagram Ad in less then 15 minutes. If after reading this you want a more in depth guide you can read our getting started guide or read our guide on scaling your Facebook ads
Step 1: Launch Facebook Business Manager
Think of the Facebook Business Manager as your command center for all things related to business and advertising on Facebook. It offers a consolidated view of your ad accounts, pages, audiences, and even the people who manage them.
How to Set Up Your Facebook Business Manager Account:
Visit the Website: Navigate to Facebook Business and click on the "Create Account" button.
Log in: If you're already logged into your personal Facebook account, the system might prompt you to continue with that account. If not, you'll need to log in.
Enter Your Business Details: You'll be asked to provide the name of your business, your name, and business email. Ensure these details are accurate, as they represent your business on the platform.
Follow the On-Screen Prompts: Facebook will guide you through a few more steps to provide additional business information and to connect your business's Facebook page (or create one if you haven't).
Invite Team Members: If you have a team or an agency that will help manage ads or content, you can invite them to access specific parts of your Business Manager. You can assign roles based on what each team member needs to do.
Step 2: Navigating To Facebook Ads Manager
Difference Between Business Manager and Ads Manager
While both tools are integral for advertising on Facebook, they serve distinct purposes. The Business Manager is your comprehensive dashboard for managing all business-related activities, pages, and assets on Facebook. On the other hand, Ads Manager is a specialized tool nested within Business Manager, dedicated solely to creating, managing, and analyzing ad campaigns.
How to Access the Facebook Ads Manager:
Log into Business Manager: Head to the Facebook Business Manager and ensure you're logged in.
Locate the "Ads Manager": On the main dashboard, you'll find a menu on the left side or a navigation bar at the top. Look for the "Ads Manager" option and click on it.
Step 3: Initiating Your Facebook Ad Creation
Click the Green 'Create' Button
Upon entering the Facebook Ads Manager, one of the most prominent features you'll notice is the green 'Create' button. This is your gateway to begin crafting your Facebook ad. Before getting lost in the plethora of options available, remember: every successful ad starts with a simple click of this button.
Understanding the Types of Campaigns and Their Functions
As you embark on the ad creation journey, you'll first be prompted to choose a campaign objective. Facebook offers a variety of objectives, each tailored to achieve a specific goal.
For the purposes of your first Facebook Ad choose the sales campaign objectives. This campaign objective will be the best for driving new sales to. your business.
As you start to scale you can consider other campaign objectives or read our guide on the six campaign objectives to scale you Facebook ad campaigns.
Step 4: Moving On To Ad Set For Budget And Targeting
Deciphering the Ad Set Terminology
An ad set is a crucial layer in your campaign structure where you'll define your targeting, budget, schedule, placements, and more. Understanding the key terms and options within the ad set level is imperative to ensure your ad reaches the right audience and performs optimally.
Website Conversion Location:
What it is: This refers to where you want the desired action (in this case, a sale) to take place. Most often, this will be your website or an online store.
Why it matters: Specifying your conversion location allows Facebook's algorithm to better optimize ad delivery, ensuring your ad is shown to individuals most likely to complete the desired action on your specified platform.
Purchase Conversion Event:
What it is: A conversion event is an action that a user takes on your website, which can be tracked using the Facebook pixel. The 'Purchase' event is triggered when a sale is completed.
How this can track and optimize your sales: By setting up and choosing the 'Purchase' event, you can:
Measure the number of sales generated from the ad.
Optimize your campaign to target users most likely to complete a purchase.
Calculate your return on ad spend (ROAS).
Setting the Right Budget and Schedule:
Daily vs. Lifetime Budget: Decide whether you want to spend a set amount per day ('Daily Budget') or allocate a total amount for the entire duration of the campaign ('Lifetime Budget').
How Much: Facebook requires 50 conversions a week to optimize your Facebook campaign. This means that if each purchase cost $1 spending $50 a week is important for seeing success.
Advantage+ for Targeting and Placement:
What is Advantage+?: It's a hypothetical setting for the purpose of this guide, suggesting an automated or recommended setup from Facebook. In reality, Facebook often introduces new features to simplify targeting and placement for advertisers.
Why Use It?: For beginners, leveraging automated or recommended settings can simplify the ad creation process. Facebook uses its vast amount of user data to determine optimal targeting and placements for your ad.
Step 5: Designing And Crafting Your Ad
Your Ad's First Impression
The ad itself is the first point of contact between your brand and potential customers on Facebook. It's crucial to ensure that this introduction is not only captivating but also effectively communicates your message and incites action.
Choosing the Right Format:
Facebook offers a variety of ad formats. Some of the most popular ones include:
Image Ads: Simple and straightforward, great for showcasing a single product or service.
Video Ads: Perfect for storytelling or demonstrating how a product works.
Carousel Ads: Allows multiple images or videos in one ad, useful for showcasing a product range or multiple features.
For the purpose of this guide, let's assume you're using either an image or a video.
Uploading Your Ad Image/Video:
High-Quality Imagery: Ensure that your images are of high resolution without any pixelation.
Compliance with Facebook's Guidelines: Ad images should not contain more than 20% text. Use Facebook's Image Text Check tool to ensure compliance.
Video Length: If you're using a video, keep it short and engaging. A 15 to 60-second video usually works best, but always ensure the content is relevant and compelling.
Crafting the Right Message:
Headline: This is the first text people will see. Make it catchy and relevant to your offer.
Ad Text: Provide more information about your offer. Ensure it's concise yet compelling. Address pain points and highlight benefits.
Call-to-Action (CTA): Choose a CTA button that aligns with your campaign objective. For a sales campaign, 'Shop Now' or 'Buy Now' might be suitable.
Adding the Final Touches:
Linking: Ensure you add the correct URL to guide users to the exact landing page or product page you want them to visit.
Display Link: This is the visible URL shown in the ad. It's often a shortened version of the actual URL for aesthetic purposes.
Your Next Step Set Up The Meta Pixel: If you've set up the Meta Pixel on your website, ensure it's linked so you can track conversions and optimize your ad performance. If not then you can read this blog post on setting up your Meta Pixel.
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