- What is Facebook Ads Manager
- How to use and navigate the Ads Manager
- How to set up a Facebook ad campaign
- Setting Up Facebook Ad Campaigns With AdEspresso
Ready to start creating your first ad campaign? Let’s begin from the very beginning…
What is Facebook Ads Manager?Facebook has two ad management tools: Facebook Ads Manager and Power Editor.
Both of these tools are free. If you’re just starting out, we suggest that you setup your campaigns in the Ads Manager (Power Editor is a more complex tool that’s mainly used for managing large-scale campaigns. It’s mainly used by agencies and enterprise-level advertisers.)
By using the Facebook Ads Manager, you can:
- Set up Facebook ad campaigns
- Create new ad sets and ads
- Manage Facebook ad bids
- Target many different audiences
- Optimize your ad campaigns
- Keep track of your campaigns’ performance
- A/B test your Facebook ad campaigns.
How to use and navigate the Ads ManagerThere are three ways to access your Facebook Ads Manager account:
- Use this link that will take you to your Ads Manager account (You better bookmark the link for quick access!)
- Click on the drop-down arrow in the upper-right corner of any Facebook page (that you have Admin access to) and select “Manage Ads” in the drop-down menu.
- Use Facebook’s Ads Manager mobile app to access and manage your ad campaigns anytime and anywhere.
To help you better understand your Facebook Ads Manager account, here’s a quick roadmap.
However, we suggest that you play around inside the Ads Manager and see what else you’ll discover.
If you’re left wondering where are all your Facebook audiences, advanced reports, etc., know that you can access all the important tools inside the Facebook Business Manager by using the main navigation menu in the top-left corner of your screen.
Now that you’re familiar with the navigation of the Facebook Ads Manager, let’s move fast to the part you’ve been waiting for: creating your first ad campaign on Facebook.
How to Set Up a Facebook Ad CampaignAlright, let’s start with the basics, i.e. by answering the question “How can you start creating a new Facebook campaign?”
First, make sure you’ve chosen the Ads Manager tool from the top-left menu shown in the screenshot above. Then, click on the green “Create Ad” button in the top-right side of the page.
Et voila! You’ll be guided through the entire campaign creation funnel (image below). All you have to do is select your preferred options and enter some ad details like images and copy.
Let me show you how to do it, step by step.
Step 1: Select Your Campaign Objective
The first selection you’re going to make is choosing your campaign objective.
Here’s the complete list of Facebook campaign objectives available in the Ads Manager:
- Brand awareness
- Local awareness
- All installs
- Video views
- Lead generation
- Product catalog sales
- Store visits
How to choose your campaign objective?
The reason Facebook’s asking about your campaign’s goal, i.e. objective, is because it will determine the campaign’s ad formats, bidding options, and auto-optimization.
If you tell Facebook your goal, it can auto-optimize your ads to deliver you more results.
Anyway, we recommend that you always select the campaign objective that reflects on your end goal. Most of the time, it’s Conversions. However, if your campaign’s ultimate goal is to increase brand awareness, select the “Brand awareness” objective and so on.
Step 2: Give Your Ad Campaign a Name
Do I need to explain this point? Well, the name tells it all, but maybe I can share one of my secret tips with you: When naming your Facebook ad campaign, don’t forget to add the date range so that it will be easier to navigate between your campaigns later.
Step 3: Set Up the Audience Targeting
In this phase of your campaign setup, you have two options:
- Create a new Facebook target audience
- Use a Saved Audience
You can also select Custom Audiences that you’ve previously created in the Audience Manager. (Note that you can’t create new Custom Audiences in the campaign creation phase. You need to create these first in the Audience Manager).
Setting up the right Facebook target audience is of paramount importance for the final results of your advertising, we will cover it in all details in Chapter #4.
Right now, let’s keep on walking through the rest of the Facebook campaign setup.
Step 4: Set Up Your Ad Placement
Facebook ads appear in multiple places, including:
- Facebook News Feeds (Mobile and Desktop)
- Facebook Right-Hand Column
- Audience Network
- Instant Articles
- In-Stream Video
In this phase of your campaign setup, you have two options: you can either select the Automatic Placement or configure your ad campaign so that your ads are only shown in some “real estates” of Facebook’s advertising network.
While Facebook does a pretty good job auto-optimizing your ad placements, our Facebook ad cost data shows that the cost-per-results can differ deeply, depending on the placement you’re using.
How to select your Facebook ad placements?
If you’re setting up your first campaign, we recommend that you use the Automatic Placements.
However, if you’re trying to get people convert on your website and it’s difficult to navigate on mobile, de-select the Mobile Newsfeed, Instagram and Audience Network placements.
Here are the ad placements recommended by Facebook for every campaign objective:
- Brand awareness: Facebook and Instagram
- Engagement: Facebook and Instagram
- Video views: Facebook, Instagram and Audience Network
- App installs: Facebook, Instagram and Audience Network
- Traffic (for website clicks and app engagement): Facebook and Audience Network
- Product catalog sales: Facebook and Audience Network
- Conversions: Facebook and Audience Network
Step 5: Set Up Your Campaign Budget and Bidding
Your Facebook ad budget and bidding options are such important topics, that we’ve devoted the entire Chapter 6 to it.
Step 6: Set Up Your Facebook Ads
As the final step of your campaign setup process, you can select your preferred Facebook ad type and insert your ad images and copy.
You can either select an existing Facebook Page post or create new ads:
We won’t stop on this topic right now. Instead, we’re going to cover it in the following chapters of this guide.
Setting Up Facebook Ad Campaigns With AdEspressoIf you find the Facebook Ads Manager and Power Editor too complex, you can use AdEspresso for setting up your ad campaigns.
There are several benefits of using AdEspresso:
- It will take less time to set up ad campaigns with multiple creatives and copies
- You can access some Power Editor features without things getting complicated
- You can see advanced campaign reports and optimize your ad campaigns
The campaign setup in AdEspresso is similar to the one in Ads Manager – you’ll be walked through all the campaign creation step by step in a clear and logical order.
One of the best things about AdEspresso is that it lets you add multiple ad elements to see which one works best.
All you have to do is click the “+” sign to add additional variations. Later, AdEspresso will automatically create all the different ad combinations. Please, be our guest and feel free to test 500 different ads if you’d like!
Interested in learning more about campaign management in AdEspresso? Then you can’t miss this guide: How to Create Your First AdEspresso Campaign.
Are you ready for the long ride?Now that you’ve got a general overview of how the Facebook campaign setup works, let’s dive into the details and learn how to select the right ad types and create successful ads.!
Proceed to Chapter 4 to learn how to choose the right ad type for your business.