In this lesson, you’ll learn the 5 steps to creating your first Facebook ad campaign.
By following the steps you’ll see, you’ll be able to generate leads while persuading your audience to purchase your product or service.
Choosing your ad placement can have a profound effect on performance, so you’ll discover how to get the most out of your ad campaigns.
You’ll also learn how to format your Facebook ad for maximum results.
Getting started creating a Facebook Ad is as simple as going to your browser and typing www.facebook.com/advertising into the URL box. Once you do, you’ll arrive on the landing page that will walk you through the process and also tout some of the finer points of why Facebook is such a powerful advertising tool.
To get started creating an advertisement and an advertisers account with Facebook, just go to the upper right-hand corner and click on the “Create an Ad” button. This will take you immediately to the first step of Facebook’s simple three-step process.
STEP 1: DESIGNING YOUR AD
Facebook doesn’t beat around the bush with its ad creation program. Since ads are very simple, text-based creations on this site, it’s very easy to get going. To complete this step, you’ll need to have basic information for your desired ad at the ready.
The boxes you’ll need to fill in include:
This is the landing page for successful clicks. You can use your business URL or create a whole new landing page specifically for Facebook ads. There are some advantages to doing either that we’ll talk about later. For now, all you need to know is that a destination URL is required. Make sure if you mention a URL in the ad body that it also matches the information you filled into the URL field during ad creation.
The ad title
To capture Facebook user attention, you’ll want a catchy headline to go in here. Unlike Google’s ads that are highly keyword oriented, Facebook ads don’t necessary require such calculation. You will, however, want to create a headline that states your purpose while drawing viewers’ eyes. We’ll go into depth on this topic later.
Your body text
This is the meat of the ad and tells viewers a little bit more about what you’re selling. You’re only allowed 135 characters here, so writing tight is a must.
Adding a picture graphic to an ad is optional, but it can be very important for catching people’s attention. If you have a picture of your product or something that illustrates your service well, adding it is well worth the effort.
Once you fill in all the necessary blocks, Facebook will generate a preview of your ad for you to see. The creation process is simple and fast. It results in a very basic block ad that Facebook will run on the sides of targeted viewers’ pages.
A finished ad will not be large, nor will it take up a lot of a viewer’s screen. It will, however, stand out and capture attention if it includes a strong headline and/or a solid image to pull viewers’ eyes away from the main Facebook page they are looking at.
STEP 2: SETTING YOUR TARGETING
The second step in Facebook ad creation is perhaps the most important and powerful. This is where advertisers like you have the ability to bore down through the 400 million Facebook users to target an audience that is predisposed to have an interest in your products or services. Unlike Google that relies on keywords to make this happen, Facebook actually uses a combination of information that can produce fantastically precise results if your input is clear.
The targeting features provide two potential layers of boring down to help advertisers really zero in on their audience. The first set of questions asked in this section relate to:
Advertisers can hone in on very specific geographical demographics if they so choose. Facebook enables ads to target every location, to different countries, specific states or provinces and can even delve further to target users from exact cities. This feature makes Facebook ads beneficial for essentially anyone. An online marketer looking to generate traffic from international viewers can gain results. So can a dentist in Amsterdam, New York, who just wants to keep in touch with current patients and garner new ones. It all comes down to making the right targeting decision.
This area enables advertisers to target specific age groups and genders. Facebook’s users range in age from 13 to well into the 80s. For demographic purposes, however, the targeting selection stops at 64.
Advertisers can also target women, men or both with their ads. To comply with Facebook rules, advertisers do need to keep their age selections appropriate. Marketing alcoholic beverages to 15-year-olds will get an advertiser banned.
Likes and interests
This is where Facebook targeting gets very interesting. Advertisers are free to set a number of different “interests” into a parameter box. This is sort of like Google’s keyword targeting, but it is a bit more specific. Unlike Google users who might type in “baby toys” to locate an item, Facebook’s users can set their interests and as many of them as they desire. When they do, Facebook and advertisers both know exactly what users are inclined to want to hear more about.