Have you ever created a Facebook advertisement, clicked ‘Submit’, crossed your fingers, twiddled your thumbs, and waited for the sales to roll in? After you’ve waited for a few minutes, then hours, then days, you’re hit with a stark realisation that your advert isn’t quite having the impact you thought it would, killing any motivation to continue or do it again.
Well, creating a Facebook advertisement that gets results doesn’t have to be that kind of kill joy. With the right campaign structure you could easily create an advertisement that starts getting results right away. In this blog post, we’re going to walk you through the things you MUST be doing before you set out to advertise on Facebook.
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4 Steps to Creating a Hot Facebook Ad
1. Create a Business Manager Account
First things first. Before you start diving into any elements of the design, or creating your ad, you need to make sure that your business is on Facebook Business Manager.
Facebook Business Manager is a great tool that many agencies use to manage multiple accounts, but the insights and editing features it gives you access to are so powerful, it’s great to get started on it immediately.
It also means that as your business grows and you may require external help or assistance, you have control of your Page, and understand the basic functionalities of Facebook Business Manager.
Note: An agency or external help should NEVER claim your page in Facebook Business Manager.
You can find out more and create your Business Manager account here: https://business.facebook.com/
2. Campaign – Objective
Once you have your Business Manager account setup, you’re now ready to create your Facebook Ad.
Abe Lincoln is famous for saying “Give me 6 hours to chop down a tree, and I’ll spend the first 4 sharpening the axe.”
Before we jump into creating our advert, we need to think about how we’re going to structure our campaign.
Whoa? Wait? What?
I just wanted a Facebook Ad to go out, I don’t need a whole campaign.
Well, think of it this way: Campaign = Objective.
Your ad will perform best when it is targeted towards what you actually want to achieve. Depending on what your objective is, depends on how your campaign is set up. You may want to raise awareness of your company, or you may want to get people clicking to your website, or you may have a special offer you want to promote.
Be specific about your campaign, and set your objective accordingly.
3. Adsets – Audience
The next stage required is to set up what is called AdSets. Each Facebook Campaign can have multiple Adsets.
In the same way that your campaign detailed your objective, Adsets = Audience.
The data that Facebook offers is very in depth and accurate, and you can now create different AdSets based on demographics such as age and gender, or even Interests or Behaviours that your audience may have.
This is a great resource that allows you to measure and understand which types of audiences are performing best to then tailor your budget and other elements of your campaign towards them. Which leads us to…
4. Ads – Creative
Finally, we’re here, it’s time to create some Ads.
The Ads are where you can test different creative to understand what works best in each AdSet.
Just as each campaign can have multiple AdSets, each Adset can have multiple Ads.
The Ads are where you design the creative that is going to help you reach your overall objective.
You can set an image, Text, Headline, Link description, and a Call to Action button, and test the elements against each other.
As when you want to test any hypothesis, make sure that you’re testing only one element of the Ad against your ‘control’ Ad.
So, there you go…
Last, but certainly not least, you want to start reporting on your Campaign, AdSets, and Ads to see what’s working, and optimise different elements.
We’ll discuss Facebook Ad Reports in a future post, but for now, you can create that Facebook campaign, and not wait impatiently for the results to roll in.
You’ve got your campaign structure in place, your account and ads are setup correctly, so go ahead, and click ‘Submit’.
Or, if you still need some help, click the link below for our free Excel Facebook Advertising Template.