Social Media Marketing with Facebook Ads for BeginnersPeter A. Liefer II | Posted: June 18th, 2020
Everyone uses Facebook. Everyone you say? Well maybe not everyone, but almost a third of the world’s population does! From kids to grandma to you most likely are online posting pictures of their dinner or now more than ever, political posts and comments.
Facebook’s social networking service was launched on February 4, 2004. In those early years, it was used for personal purposes and was a free to use platform. Then the unavoidable need to monetize came about.
Since its IPO (Initial Public Offering) in 2012, Facebook introduced a number of paid-for services. This includes Facebook Ads, which have become a significant part of the social media marketing mix. Facebook now also includes Instagram, which offers its own advertising opportunities through the same ad management tool.
The massive growth of Facebook over the last decade has led to an increasing amount of data. From all that data it is clear that Facebook is the most trafficked social media site in the world. For 2019 Facebook reports that they have:
- 2.27 billion monthly active users
- 1.49 billion average daily active users
- 1.15 billion average mobile daily active users
You should see from these statistics that social media can be a powerful marketing tool. If you are using social media with the hopes of gaining customers just posting on Facebook, that won’t cut it. There’s a big difference between casual posting and paid social media advertising with Facebook ads.
73% of customer engagement happens off your website. One way to reach today’s consumer is to engage with them on social media. Because Facebook is so popular, it’s an ideal platform for advertisements.
With over two billion people using it every month, millions of customers at least (depending on your targeting) are potentially reachable for your business. If you want to have a presence on social media, Facebook is the obvious place to begin your social media marketing.
How do Facebook Ads Work?
There are 2 basic ways people can find your business online. One is organically and the second is paid.
When you post on your Facebook page and people read your post, comment and like or follow you, this is organic reach. It doesn’t cost you anything. When they share your content with others, the reach is extended. You can increase the number of your Page followers using organic search, but if you want to grow your audience quickly, you need to pay.
Facebook ADs are a PPC advertising platform that is used by millions of businesses around the world. PPC stands for “Pay Per Click.” You see these Ads all the time when you are on Facebook. When you click an ad the business that posted the ad will be charged by Facebook for that click.
When you use Facebook and you see an ad, doesn’t it seem like that ad was made just for you? You may have been viewing a lot of pages about travel, science or cooking. Then you notice all of the ads you see are related to one or more of those subjects.
When someone signs up on Facebook and creates a profile and then regularly engages with the platform, Facebook gets valuable data about that person. Given the way people interact with Facebook, the platform has a lot of data on its users.
Facebook knows what subjects they are interested in, where they are located generally, what sex they are, and many other bits of useful data. This allows a campaign to be very targeted. When you create an ad, you create a custom audience based on what categories of users you want to present your ads to.
How much will I pay for a Facebook ad?
This is the first thing newcomers to the world of social media marketing want to know, and understandably, is how much it cost. You need to know if you have the budget to implement a campaign that will give you the results you’re looking for.
There are a lot of factors that impact how much you will pay for a Facebook Ad, and we will go into that in detail. But first, you need to think of what will be the return on your investment (ROI)? This all depends on how well you run your ad campaign, and we will get into that later also.
The point is that any business that wants to grow must advertise, and you will find that social media marketing on Facebook is an affordable solution, and Facebook is a leader. So, don’t stress too much about the cost. You set a daily budget and that will never be more than what you can afford or decide.
That being said, the simple answer you may be looking for is the average cost to post an ad is around 2.75. However, there are costs that accrue as your ad runs. So, let’s get into the details of the cost of your ad.
Bidding on Facebook Ads
The average $2.75 cost mentioned above is the initial charge to set up and make your ad live. Additional cost accrues based on specific interactions with your ad. There is an “auction” of sorts where you “bid” on how much you’re willing to pay to achieve your desired outcome.
When you run your ad, you’ll only be charged for actions such as the number of clicks or the number of impressions your ad received. A CLICK is when someone has clicked on your ad, an IMPRESSION is your ad’s visibility; how many times your ad has been exposed to your targeted audience.
You can control your bidding and budget three ways:
How you’re being charged
- Cost-per-click (CPC)
- Cost-per-thousand-impressions (CPM)
- Cost-per-like (CPL)
- Cost-per-download (CPA)
What you’re optimizing your ads for
- Raise brand awareness
- Get the word out about new products, company changes
- To sell products and services
- Drive traffic to a corporate website
- Drive installs of an app
- Remarket to potential customers
- Engage people interested in your brand
- Drive customers a sales funnel
- Retain customers
- Encourage repeat purchase
- Drive word of mouth promotion
- Demonstrate social proof
- Show a more human side of the brand
- Showcase products
Use automatic or manual bidding
You can bid on your conversion objective (what you are optimizing for) manually or let Facebook do it automatically. The method you choose depends a lot on your budget.
For small budgets, automatic bidding can be the best bidding method. Facebook’s recommended best practices say when your budget exceeds a certain level, manually is the best option.
There are other factors to consider that can also influence the cost such as:
- Ad Budget
- Ad Bid
- Ad Objective
- Ad Placement
- Ad Quality
OK, so now we answered the burning question most who are looking at the possibility of using social media marketing with Facebook ads, how much it costs. At least a general idea.
Now you have an idea about the cost, let’s give you a basic understanding of how you get your ad on Facebook.
Setting Up Your Facebook Ad Account
Setting up a Facebook Advertising account is a fairly easy process, but requires a few steps.
First, before you make a business page, you need to have a personal Facebook account. If you don’t have one already, you’re a rare bird! But if you don’t, all you need is an email address. Use your normal one or make a new one reflecting your business name. That is always a good thing to do, make a business email, at any rate, Facebook or not.
Fans – Not Friends
The business page you are setting up is a completely different type of page than your personal profile. Brands and businesses need to have a brand (or business) page on Facebook. Don’t confuse personal profiles with brand pages, this distinction is important.
Businesses on Facebook have FANS, not FRIENDS. If you see an “Add Friend” button, that the page has been setup as a personal profile, which is only designed for individuals. Brand pages are created for brands and businesses.
Instead of having an “Add Friend” button, they have a “Like” button – because brand pages acquire fans, not friends. Your business page cannot send or receive friend requests.
Creating a Business Page
- First, you have you create a Facebook page for your business from your personal page.
- When you are signed into Facebook, a link called “Pages” appears on the left-hand side of the screen.
- Clicking on it will take you to the “Pages” screen. Once you are on the “Pages” screen, click on the “Create a Page” button.
- There you will choose Business or Brand.
- Name your page and add a category of your business. When you select your category, you will be prompted to enter basic information such as your street address.
Once you have your business page created, then you have the tools to make your ad. Facebook will take you through and process that covers everything from:
- The target audience
- The placement (and device)
- The timing of when the ad is seen
- The frequency with which the ad is seen
- The novelty or familiarity of the ad/the brand Plus the following creative elements:
- The image (or video)
- The text
- Display link/URL
- Link Description
- The text above the image
- The call to action
Facebook’s Ads Manager has two add creation tools which make the process easier.
Guided creation: This option guides users through the steps of the flow. It is better for new users of a Facebook advertising campaign.
Quick creation: Allows the user to set up a campaign, ad set, and ad elements in any order. This is a good choice for more advanced advertisers previously using Power Editor. This is otherwise known as creating ‘campaign shells.
Where will my ads appear?
When you create an ad from your Facebook Page, people will be able to see that ad in several different places. Facebook automatically adjusts your ads to fit each placement and mark them as sponsored.
Your ad can appear to people scrolling through their inbox, desktop or mobile feeds. Facebook also owns Instagram and WhatsApp platforms, which is another place your ads can appear if chosen to.
One thing to note is that when you select the type of post you want to create, choose “Only use this post for an ad” or “Use this post for an ad”. It will also be published to the Page later. If you choose to only run your post as an ad, the post won’t appear on your Page.
What Types of Facebook Ads Can I Create?
Currently, there are 12 ad types available:
- Post Engagement
- Instant Experience
- Event Responses
- Lead Generation Ads
- Page Likes
- Post Engagements
Ads are image-based
The ultimate goal of any Facebook ad is to catch someone’s eye, so visuals are a critical part of your ad. Just be sure to keep it visual and clean as opposed to adding text over a busy background.
When identifying imagery to use for promoted posts, keep in mind that images can include no more than 20% text. You can ensure your images meet the 20% text rule by using Facebook’s Grid Tool at www.facebook.com/ads/tools/text_overlay.
Creating your Facebook Ad
From your business page Log into Facebook Ads Manager then the tab that says Campaigns the click + Create.
Choose your objective
When you first start to create a new campaign or ad, you need to pick your advertising objective. This is what you want people to do when they see your ads.
You may choose from 3 categories of objectives for your Campaign:
- Page post boost: Get more people to see and engage with your Page posts.
- Brand Awareness: Reach people who are more likely to pay attention to your ads and increase awareness for your brand.
- Reach: Choose this objective if you’d like to show your advert to the largest audience for your budget.
- Traffic: Send more people to a destination on or off Facebook.
- Engagement: Get more people to see and engage with your post or Page.
- App Installs: Send people to the store where they can purchase your app.
- Video Views: Promote videos that show behind-the-scenes footage, product launches, or customer stories to raise awareness about your brand.
- Lead Generation: Collect lead information from people who are interested in your business.
- Conversions: Get people to take valuable actions on your website or app, such as adding payment information or making a purchase. Use the Facebook pixel or app events to track and measure conversions.
- Product Catalogue Sales: Create adverts that automatically show products from your product catalog based on your target audience
- Store Visits: Promote multiple business locations to people who are nearby.
To reach the most people you will want to have more than one ad campaign. Facebook has three levels a Campaign:
- Campaign – Objective
- Ad sets – Audience
- Ads – Budget and Schedule
For example, your campaign objective may be to drive more traffic to your website. Your ad set level could test different audiences to display the advert. Your ads may be a number of different images, videos or text to derive the best performance. What is posted here is just a sampling of how it works.
All these things will unfold as you click the items in the Campaign section. The whole process of running ads on Facebook is pretty extensive and covers a lot of things to help your ad to be successful. Far too much to be said in one post. Facebook can take you through the whole process if you just follow the initial instructions here about creating a business page and use the ad manager.
You should also note that there are three main ways to create ads on Facebook:
- The Ads Manager
- Mobile Ads Manager
- Business Manager – good for agencies or businesses running multiple ad accounts with multiple administrators
Your campaigns to be successful need to be monitored and managed. This is where the Facebook Business Manager comes in.
Facebook Business Manager – After you create your business page, to create and run an ad for your page, you can also create a Business Manager account. The Business Manager account allows you to assign roles and permissions to people, add the Pages, ad accounts, and more things connected to your business on Facebook.
To start go to https://business.facebook.com/overview and click “Create Account” — Then log in using the email and password you used to set up your business page account.
Business Manager has the following benefits:
- Keeps everything about your social media ad campaign with Facebook in one place
- Makes working on multiple ad accounts and pages faster and better
- Gives you control of who has access to Pages and ad accounts
- The ability to keep work separate from personal Facebook friends
Facebook’s Blueprint has step-by-step instructions for getting started with Business Manager and many other guides to help you become a Facebook ad master!
While this all may seem like a lot to a newcomer to social media advertising and Facebook, there is one thing that could have been mentioned in the beginning, but you may have skipped the rest of the article!
The fastest and by far the easiest way to create an ad on Facebook is to promote or “boost” your page content. By boosting page content, you are essentially paying for more people to potentially see your content within the News Feed. A wide range of factors goes into whether or not the audience will see a post. Most posts are only ever seen by a percentage of the audience. This is measured as “reach.”
Facebook offers “promoted posts” to provide a better reach for individual posts sent by a Facebook page. Any kind of post that can be sent from a page can be turned into a promoted post.
Options start for as little as $5 and increase based on how many people you wish to reach. Depending on the audience you select your reach estimate and the corresponding budget will change as a result of selecting either:
- People who like your page and their friends
- People you choose through targeting
Users will see the post in their timelines and will appear with the word “Sponsored”. By promoting this post, it will not only appear to a larger percentage of users who “like” a page, but also to the friends of a larger percentage of people who interact with the post itself (like, share, comment) than would happen organically.
Consider promoting posts that are most likely to be relevant to your audience, that contain strong calls to action, and that are most likely to be interacted with. These are typically interesting posts that have pictures and/or offer value to the community.
This boost method is easy but will not deliver really far-reaching results, but it is one more thing you can add to your Facebook ad toolbox.
Social Media Marketing is a process by which your products and services are introduced and promoted to potential customers. A properly managed Facebook Ad campaign leads to an increase in sales and builds the reputation of your company.
To do effective marketing, one has to identify the best customers, understand their needs, and implement the most effective marketing method. Facebook provides much of the functionality to tackle any marketing objective.
What is social media marketing but word-of-mouth marketing applied to the digital world, if you think about it? The most ancient way to spread awareness.
If you need help, setting up your accounts and creating ads, we have the team who can do that. Try out Facebook ads and get the word out today! Contact us now for a free consultation on how social media advertising can benefit your business.