Ad Goals and CreativeYou now have your account fully setup and know all the Facebook Ad Types your business can use. It’s time to create your first Facebook Ads campaign!
Before you spend even a single cent on Facebook ads, it’s important to define your goals. What do you want to achieve from this campaign? More sales on your eCommerce store? Maximum visibility for branding? More Likes? More Engagement? You’re not advertising simply for the sake of it.
Setting up our Goals
Let’s head to the Facebook Ads Manager. If you don’t have any campaigns yet, this page will be pretty much empty. Click the green “Create Ad” button on the top right of your page.
The first thing Facebook will ask you is what your ad goals are. As you can see, you have a broad range of options:
- Improving the engagement of a post
- Getting more Likes for a Facebook Page
- Getting more clicks or leads for your website
- Installs or usage for your mobile or Facebook App
- Promoting your event or offer
Whatever you choose, you’ll have to insert additional information about what you want to promote. For example, this can be a website url for external goals, a Facebook Page for Likes, a Facebook Page Post for engagement, and so on. This is pretty simple.When promoting an external website we strongly advise you to use Website Conversions instead of Website Clicks. You should not be interested in simply increasing the number of visitors of your website but in something more effective: A sale, a newsletter subscription, and so on.
Ad ImagesOnce you’ve setup your ad’s goal, it’s time to design your ad! The first thing to choose – and also the most important – is the set of images that you use.
Facebook now allows you to test up to six pictures. As we’ll see later in our optimization chapter, testing multiple ad variations is the most effective thing you can do to improve your campaign’s performance. So take advantage of this feature and test at least two or three different pictures.
Just one year ago, Facebook ad images used to be very small. That’s no longer the case! The News Feed ad format has big, very relevant pictures, so be sure to upload large, eye catching pictures with a horizontal orientation. Facebook suggests a 600×315 size; either make this size your minimum or make it even bigger for Retina display monitors.
You have 3 ways to add pictures to your ad:
- Upload a picture from your computer
- Browse library to reuse a picture you had previously uploaded
- Find images in the Shutterstock database
The third option was recently announced and it’s just amazing. Thanks to a partnership between Facebook and Shutterstock you can access millions of stock pictures for free! It’s very important to frequently refresh the images of your ads so users keep seeing them as fresh and attractive. Being able to immediately find and use new pictures for free is very useful (and will save you a lot of money).
Setting up your ad’s copy – the words you’ll use in your ad – can be trickier than it sounds. Depending on your ad type, you will need copy for two or three sections: The headline, the text, and your News Feed link description (for News Feed ads).
- For headlines, you’ll have up to 25 characters
- For ad text, you’ll have up to 90 characters (up to 500 for News Feed Ads with AdEspresso)
- For News Feed link descriptions, you’ll have up to 90 characters
It’s a good idea to have several different headlines and descriptions ready before you start creating your ad. This will make it easier for you to find something you like instead of making it up on the spot.
As you can see, you have some more options available when dealing with News Feed and Mobile Ads, compared to the classic right column ads. First of all, you can pick a “Call to Action” button among those offered by Facebook. These buttons have proven to be really effective to increase the click through rate. If they fit your product, we strongly advise you to use them. You can also add some more text in the link description which can be used to further explain your product.
Remember, keep your copy short and extremely clear. Here it’s not about selling. It’s about convincing users to click on the ad to discover more. Try to be catchy and clearly explain to users why they should click. Offering discounts and freebies usually helps. However, be careful not to attract too many cheap clicks that won’t convert.
Ads PlacementYou have three choices when it comes where your Facebook Ads will appear: the News Feed, Mobile, and right column.
Many marketers assume right column ads are a waste of money since they don’t perform as well as News Feed ads. However, right side ads are relatively cheap and you’ll never know which ad type is best for your campaign without testing. Give them a try.
Another thing to keep in mind is mobile targeting. Some advertisers make the mistake of sending users who click mobile ads to non-mobile optimized sites. Only use mobile advertising if your site is mobile-friendly otherwise you’ll waste lots of money since Facebook mobile generates lots of clicks.
Removing a target is pretty simple. As you can see from the previous picture, when creating an ad, you’ll have three tabs to check a preview of it in the three available placements. At the end of each placement’s tab you have a “Remove” link. Just click it to disable a placement.
We’ll talk more about ad targeting in the next section, but this information should be enough to get you well on your way to creating your first Facebook Ad!