Ads manager is the tool to create, manage, and measure results for facebook campaign
Creating ads: Creating ads has two options, one is Guided creation and the other is Quick creation.
Guided creation – This option guides us the steps to create a campaign, this will be a step-by-step process from start to end.
Quick creation –This option allows us to set up the campaign first and later create ad sets and ad.
To create a new ad, click Create ad in Ads Manager.
The Facebook campaign ad has three parts: Campaign, ad set, and ad.
The first step in creating an ad is choosing the objective. It has three main objectives namely, Awareness, Consideration, Conversions.
Awareness can be further classified as Brand awareness and Reach.
- In Brand awareness, the goal is to increase people’s awareness of our business, brand.
- Next one is Reach, which shows our ad to as many people as possible in our target audience.
Consideration is the objective that gets people to think about our business and seek more information when we use facebook campaign. Under Consideration, we have several objectives like Traffic, Engagement, App installs, Video views, Lead generation, and Messages.
- Under consideration objective, the first one is Traffic, it drives people from Facebook to any URL, such as website, blog post etc.
- Engagement is the next objective and it reaches people more likely to engage with our post. It can be likes, comments, shares, offers claimed.
- App installs is fairly direct; it sends people to the app store to download an app.
- Video views are targeted to people who are most likely to watch our videos.
- Lead Generation collects lead for any business. It gathers information from people interested in the form of sign-ups, newsletters etc.
- Messages are the objectives to connect and communicate with potential or existing customers interested in our brand.
Conversion is the final objective while creating facebook campaign and under it there are three objectives namely, Conversions, Catalogue sales, Store traffic.
- Conversions encourage people to take a specific action, such as download app, register for our site or make a purchase.
- Catalogue Sales shows products from our e-commerce store’s catalogue to generate sales.
- Store Traffic promotes any brick-and-mortar business locations to people that are nearby.
The next step in the process will be to Name the campaign, it helps in easily identifying and making changes to the campaign.
After setting up the name for the ad set, next step is to choose an audience.
For audience we can create a new audience or we can use a saved one in setting up facebook campaign. There are different parameters to choose an audience.
- Location targeting can be used to target people based on state, country, city, zip code etc.
- Age helps us to target ads to people within an age range.
- Gender target ads specific to men, women or people of all genders.
- Languages target people of certain languages
- Detailed targeting allows us to further distinguish based on criteria such as demographics, interests or behaviours.
- Connections can aid us in including or excluding people from our audience based on connections to our pages, apps and events.
- Custom audience are target audiences we have information about and we can also define custom audience from a list.
The subset of custom audiences, is Lookalike audience. We can create it from a source. It finds other people on Facebook who are the most similar to people from the selected source.
The placements section has two options. It has an automatic placement, which is pre-selected and recommended. The other option is Edit placements, here we can edit parameters like which device we need to place ads. We can choose mobile or desktop.
Placement also includes options for Facebook, Instagram, Messenger or Audience network, which we can select or deselect based on our objective. We can also choose to where the ad appears in feeds and stories.
Budget, bid and schedule
In the Budget & Schedule section, we can choose a budget and set our ad set’s schedule.
- We can determine the budget for the ad first.
- The schedule option is next and here we have the option of choosing to run the ad set continuously or we can opt for a start and end date.
- Next comes Optimization for Ad delivery, this is different for different objectives. It can be for Brand awareness, conversions, link clicks, impressions, daily unique reach etc.
- Bid amount is automatic by default, if eligible we can also set a manual bid.
- The other options are Ad scheduling and Delivery type
Ad scheduling gives option to run ads all the time, which also gives option to edit it. Delivery type is also standard by default. It shows ads throughout our selected schedule, we can also edit options.
This is the final option in ad creation process. It allows us to create an ad format. Depending on our objective, we can choose different format.
- Carousel – This is a format where the ad can be displayed with two or more scrollable images or videos.
- Single image – An ad with a single image, we can create up to six ads with one image each.
- Single video – An ad with a single video.
- Slideshow –A looping video which can contain up to 10 images.
- Canvas – An immersive format, it combines both images and videos.
Choosing images or videos
- Choosing images and videos that fit the ad format is necessary.
- Also, in addition to that we should keep in mind the image-to-text ratio.
- Usage of recommended aspect ratio for each placement will maximize the potential of the ad
- Using high resolution images
- Previewing ads using Creative hub will be very useful to get an idea how people will see the ad in different devices.
Connecting the page and placing order
After connecting our page, we can add additional details to the ad such as website URL, call-to-action buttons etc., By doing this we can see a preview of how the ad will look like across all the eligible placements.
The final step is to place order at bottom of ad creation to order Facebook ads. The first time we place the order, it will ask for payment information.
Analytics is the most important thing to learn and track the progress of our campaigns. We can view specific data and learn if our campaigns, ad sets and ads are helping us meet our business goals by customizing the columns in the Ads Manager table.
We can choose from different reporting templates such as Delivery, Engagement, performance and clicks, app engagement or customize the columns of the table with different metrics.
The three tabs available here are Columns, Breakdown, and export.
Columns: We can choose from preset columns that target specific metrics, or customize our columns to create our own selections.
Breakdown: We can choose how our performance data looks by using breakdowns such as Age, Gender or Placement.
Export: We can export our performance data as an Excel or CSV file. We can also choose share to send a link to the data with people on our ad account.
On the right-hand side of Ads Manager, we can open the side pane to edit our ads, view the results of the ads in rich, visual charts and see a timeline of all updates made to our ads.
On the side pane, named the insights pane, we have another three options such as Charts for ad, Editing ad, activity history for ad. The main option that is necessary to view the performance is the Charts for ad.
Charts for ad:
- Performance chart shows the number of people who click on our ad, the number of people we reach and the overall cost of our ad. Custom option allows us to choose the metrics we want to view.
- Demographics chart shows how our ad performs across different ages and genders. We can scroll over each section of the chart to see individual results for each age group.
- Placement chart shows our ad’s performance across different placements, such as Facebook or Instagram. Depending on where our ad is eligible to appear, we’ll see where our ad is receiving the most delivery.