The Ultimate Guide To Facebook Ads & Generating ROI in 2021

The Ultimate Guide To Facebook Ads & Generating ROI in 2021

Ross Crawford
Ross Crawford / January 16, 2021

Go-to-guide For Facebook Advertising

We’ve created this Go-to-guide for Facebook advertising with absolute beginners and advanced readers in mind. From getting started with your first FB ad campaign to setting up ads managers and managing ad campaigns, we will walk you through everything necessary to win it big with FB ads.

By the end of this guide, you will learn how to set up and manage your ads manager like a pro while making the jump from a beginner to a confident ads manager.

So, before we jump right in, let’s look at what we have in store for you.

Table Of Contents

  1. Why Facebook Advertising
  2. Setting Up Your First FB Ads Account
  3. Creating Your FB Ads Campaign
  4. Guide To FB Ad Types
  5. Creating Ad Creatives And Copy
  6. Selecting The Right Bidding Type
  7. Retargeting With Facebook Ads

Chapter 1: Why Facebook Advertising

Facebook offers the most creative way to engage your existing customers and discover high-quality leads for your business. For businesses, it’s a lead-generation machine that helps you build your brand and reach out to the right people at the right time. However, the world’s biggest social network has made some drastic changes to its core algorithm, making it difficult for businesses to connect with users organically. So much so that businesses have reported substantial drops in organic reach they previously enjoyed. Well, is there a way to overcome this challenge and get the most out of your Facebook activities?

Yes, actually. Facebook gives you a host of powerful options to target the most relevant audience. In fact, such as the level of layers targeting available FB ads that you can specifically target those who are truly interested in your products or services. Imagine what this means for your business and marketing strategy at large. You only pay to reach people who share some kind of interest in your business. Sounds great right?

It’s one thing to read about the amazing results people have generated using FB ads, but a whole different ball game to actually understand different types of ads and deploy them on your own. Now, before we take you through the host of ad types and targeting techniques, let us quickly give you the reason why you should be using Facebook for ads.

Facebook Ads Come Cheap And Effective

Not many in the past would have predicted Facebook to dominate the digital landscape like it does today. With over 2.5 billion monthly users worldwide, Facebook has become an integral part of everyone’s lives. If you are planning on building your brand’s presence or reaching out to your target audience on social media, Facebook should be your go-to place.

In a study published in 2019, it was revealed that Facebook ad revenue reached a staggering 2.6 billion pounds in the UK. With Facebook ad revenue showing a steady rise, study after study keeps surfacing about how people are discovering new products on the platform.

Just like the millions of marketers who make thousands of pounds running Facebook ads, you can also win big, provided that you know how to make things work.

Facebook Offers A Super-easy Set-up

From big corporations to small local businesses, Facebook is the go-to platform for advertising these days. Why? For one thing, you can set up your Facebook campaign in no time and start generating actual results for your business needs. If you set up the campaign with great attention to details, you will start seeing ROI instantly. The best part about using Facebook ads is that you can set up your business manager account on the go. More importantly, the platform gives you the freedom to experiment with different ad types until you find the perfect strategy. Also, you can start generating clicks for as low as £0.10.

Reaching The Most Relevant Audience

“In a study published in 2017, 57% of users revealed that their shopping habits were influenced by what they saw on social media. More noticeably, 44% of these users cited Facebook as the most influential platform”.

As you probably know by now, Facebook is arguably the most famous social media platform out there. So it shouldn’t be a surprise as to why Facebook ads are such a great platform to reach the most relevant audience. Facebook offers the most multi-faceted type of advertising options where you can target users based on various indicators including behaviour on the landing page, engagement metrics and demographic breakdown. The platform injects the much-needed data granularity into advertising that you won’t find elsewhere. Drawing on such layered range of metrics, you can start generating tangible ROI from your FB ads.

Create Super Customisable Ads Campaigns

Facebook advertising is all about delivering the most customised experience for your target. Unlike other advertising platforms, Facebook lets you tailor the ad experience just how users want. With a host of ads formats to choose from, you can keep experimenting until you find the right format. From creating engaging videos to using creative copies that pique the curiosity of the target audience, the ad format lets you choose what fits your business goal. If you’re entirely new to the ad types, we will take you through the whole range of ad formats so that you can identify the perfect campaign objective for advertising.

See the screenshot below:

Facebook Ad Campaign Setup

As you can see, there are 11 different Facebook campaign objectives you can select for your specific business goal. More importantly, you can tailor your creative, optimise landing page elements and fix any technical issues that may hold your campaign back. Enjoy the power of customisable features like Target audience, bidding techniques and delivery optimisation.

Access brand-new features as every month

Facebook is known for bringing about constant changes to its platform with the intention of improving the user experience for advertisers and users. Providing value to users is the sole reason why Facebook has witnessed so much growth over the years.

In just a span of two years, we’ve seen Facebook introduce a variety of powerful features including carousel ads for Instagram Stories and separate categories for dynamic ads. All these new features are testimony to what Facebook is doing to help people advertise better on the platform. The new updates are designed to make the platform more versatile and advertiser-friendly. Facebook is essentially asking all of us to adapt to the platform professionally, so you tap into the powers of social media marketing. If you want to learn Facebook ads like a professional, first up you need to set up a Facebook Business Manager account. Once you’ve done that, you can create your first campaign on Facebook. But don’t worry, we will help you get there with our actionable guide.

Chapter 2: Setting Up Your First FB Ads Account

If you’ve ever felt disoriented while trying to grasp the basics of FB Ads, then you’ve come to the right place. Let’s start by giving you a step by step guide to setting up your FB ads account. Also, if you’re torn between FB Ads Manager and Facebook Ads Manager, we will clear things up for you.

Understanding How Business Manager Works

Business Manager is created and used by advertisers to manage their FB pages and ad accounts. This powerful tool will help you:

Assign management roles for individuals in your Facebook page or ad account, allowing you to manage who can access your pages or who should be removed.

Collaborate with agencies so you can get their assistance to manage your ad campaigns effectively.

Keep all your ad accounts and users in a single business manager account.

Let’s show you how to create your first campaign using the business manager.

To create a campaign, your business manager needs to be the manager of at least one FB page. You can easily do this by adding an FB page to your business manager.

  • Head over your business manager settings
  • Click accounts and then pages
  • Look for Add Page “CTA” in the pages column and click on it
  • Now you can either claim a page, request access to a page or create a new page
  • To request access or claim a page, dial in your FB page name or URL
  • If select the request access or claim an ad account option, enter your ad account ID

Before you get started with advertising, you will be asked to provide account information and credit card details for the payment process of your ad.

Setting Up your Ad Account Details

You can’t publish your first campaign without setting up your payment method. This pays for the running of your ads. Once you set up your ad account, you won’t have to do this again until you need to change the payment method or create a new ad account.
Let’s navigate to our ad account settings and set this up!

Setting up your payment method is the first step towards pushing your campaign live. Once your ad account is set up, you won’t have to make any changes to it until you decide to change the payment mode or create a new ad account. We will show you step by step how to set it up correctly.

Head to your Business Manager and then click on “Ad Accounts” found under “Accounts”. Now fill up all fields with details like company names, address and all the important information.

Business Manager Screenshot below:

Facebook Business Manager Account

Now Facebook will let you select your billing currency and specific timezone. Make sure you’re fully sure about the details you enter as you won’t get a chance to edit it once your ad account is set up. After entering your company information, you need to enter your billing information.

How To Set Up Your Billing And Payment Details

Next up, you need to simply add a payment method and you’re well on your way to set up your first FB campaign.

Click on Ad account settings and then on payment settings. This is where you can enter your payment method information.

You’re now on the billing page.

  • Set up new payment methods
  • Make changes to existing set up
  • Set up your account spend limit
  • Check your next bill

Screenshot below:

Facebook Business Account Billing Setup

Here’s how you can add a payment method to your new account:

Click on the “Add Payment Method” button. Now select the method you want to add. Fill up all the necessary information and click continue to proceed.

Screenshot below:

Facebook Ad Account Add Payment

Facebook offers a good deal of flexibility to advertisers with payment options like credit cards and PayPal.

Top Tip: Add alternative payment options

Once you start running full-fledged campaigns and spend lots of money, it’s advised that you create an additional payment method. If you set this up, you will forever remove the risk of Facebook stopping your campaigns due to credit card expiry. When a well-performing ad has to be stopped due to a card billing failure, then it could adversely affect your campaign. The sudden halt to a campaign could derail the ad learning process. Now, if you set up an alternative payment method, the Facebook billing process will continue to work properly in the event of primary credit card billing failure.

Making Edits To Your Payment Options

To make any changes to your payment methods, just click on “Edit Payment Methods”. Choose the primary option from the multiple options you’ve entered.

Always keep in mind that you can’t delete your primary source, so make sure to add another payment as your primary before trying to remove your current method.

How often do you get billed by FB ads?

You’re billed at the end of every month and when you reach the billing threshold.

The billing threshold essentially means that you will be charged every time your ad spend reaches a set threshold.

These thresholds don’t have any direct impact on your advertising campaigns; they just affect how often you’ll be charged. The big advantage of having a high threshold is that you’ll have to deal with fewer invoices. If you want to change your threshold or have problems with billing, you can contact Facebook support.

Remember, the threshold you set up doesn’t affect your advertising campaigns in any way. It’s just a simple value that determines how often you’re billed. Plus, if you set a high threshold, you will have to deal with fewer billings.

Set Up Account Spending Limit

You can all always stay in control of your ad costs by setting up an account spending limit. The idea is to have Facebook stop your campaign every time you reach the account spending limit.

Ad account spending limits can be super handy when you’re working with agencies. For instance, when you want to make sure that your agency doesn’t spend more than a specific amount of money, you could just set the account spending limit to be on the safe side. You may want to set it up to a reasonable amount so you won’t have to update it too often. Also, keep in mind that all your accounts could get paused for 15-20 minutes every time you reach the account spending limit.

Facebook Ad Account Limits

While Facebook offers a whole range of advertising options, it does come with limits of its own. And it’s essential to know its limitations so you always know what you’re dealing with.

  • You can only add up to 25 ad accounts in ads manager
  • An ad account on average can only contain 25 users.
  • An ad account can only archive 5000 ads

Keep Reviewing Your Notification Settings

You need to keep up to speed with every update that appears on the advertising platform. Facebook notification will always keep you on your toes and inform you about the latest changes to the platform. Depending on how you want to be bombarded with an avalanche of notifications from Facebook, you can change the frequency of the notification.

Here’s what you need to do to edit your notification settings:

  • Head over to your ad account settings
  • Click on “Notifications” button
  • You can add or remove the events for which you need notifications

Screenshot below:

Facebook Ad Account Notification Settings

Review Your Ad Account Roles

So you have been creating and managing your ads for some time, now it’s time for you to collaborate with other people. This is where you can assign and manage account roles for users. Head over to the “Account Roles” menu tab. Click on “Ad Accounts” in your ad account settings. Just below the attribution setting, you can set and manage account roles.

Screenshot below:

Facebook Ad Account User Roles

Click on “Add People” to start adding new users or managing the current users’ roles.

Now you can start adding your team members and you’re all set to get things rolling.

Yes, your account management is completed and you can get your first ad campaign underway.

Chapter 3: Creating Your FB Ads Campaign

With this chapter, we will give a point-by-point breakdown of everything necessary to create and manage your first FB Ad campaign.

By the end of it, you will know how to make the most of FB Ads Manager, set up new campaigns, create new ad sets, understand and deploy ad bids, detail target your audience and measure your campaign’s progress. Also, we will be showing you how to A/B test your campaign. So keep reading.

Getting Your Head Around Ads Manager

In essence, there are three ways to get to the Ads Manager.

1) Click on this link to go straight to Ads Manager account (You may want to bookmark this one for quicker access)

2) Click on the drop-down located on the top right corner of your FB page and click on the “Business Manager”

3) Install the Facebook’s Ads Manager app to start managing your campaigns on the fly

If you’ve ever logged into Facebook’s Ads Manager, you may be familiar with these three tabs, namely, account overview, campaigns, Ad sets and Ads.

Screenshot of Ads Manager:

Facebook Ad Account user interface

As you start to navigate the interface, you will see a whole range of tools that you can use to leverage your advertising. From detailed reporting to a custom audience, you find all the tools on the top left corner where it says Ads Manager. Now hover over the ads manager to find all you account activities.

It’s vital that you get a solid understanding of how to navigate the ads manager interface.

Setting Up Your First Ad Campaign

To create your first campaign you should head over to the campaigns tab where you need to click on the green “create” icon to custom build your campaign step by step.

Screenshot below:

Facebook Ad Account Campaign Setup

Much of what follows is pretty straightforward, for instance, once you’ve clicked on the “create campaign” button, you will be taken to this page.

Yeah, this may look a bit confusing for a beginner at first, but hang in there as we will guide you through everything.

Choose Your Campaign Objective

Your Facebook advertising is only as good as how well your campaign objective aligns with your business goal. If your marketing goal is to establish your brand’s presence across the social media platform, you need to select brand awareness. Now if you want to drive traffic to a landing page, then you should select conversions.

Tips For Selecting Your Campaign Objective

You must spend time identifying the right campaign objective as it determines the types of options you can use for advertising. From ad formats to bidding strategies, setting up the relevant objective will help you optimise your campaign accordingly.

So for this example, we’re taking conversion as the objective

Screenshot below:

Facebook Ad Account Campaign Objective

Name Your Campaign

Once you’ve set up the campaign objective, you need to give your campaign a name. Here’s where you can get a bit creative and come up with names that will help you track your campaigns effectively. The idea is to be able to organise your campaigns with ease especially as you start running multiple campaigns.

Top Tip: Make sure to enter a date range of the campaign in your campaign. Depending on your business goal, you can include these various elements in your campaign name.

Client name/website name
Location/target audience
Creative format/design
Facebook page name

Following a consistent naming convention will streamline your tracking process and ads reporting. When you select a campaign objective, you have the option to run a split test.

See Screenshot Below:

Facebook Ad Account Budget Setup

Running a split test for campaigns will give you the data necessary to measure the performance level of your campaign, allowing you to make key changes to your campaign.

Target The Right Audience

Facebook advertising is all about detailed targeting. It lets you target your audience based on the details you enter. We will show you how to do that later on in this article, but now let’s look at how to create and manage your ad sets.

If you look back, you may remember seeing ads manager screenshots showing campaign tabs, adset tabs and so on.

Ads and ad sets are set in your campaign. Ads contain the whole range of creatives and copy whereas ad sets contain details like specific audience and budget. So let’s start building your custom audience.

At the audience creation stage, Facebook offers two options:

  • Build a brand-new Facebook target audience
  • Deploy an already saved audience

Screenshot below:

Facebook Ad Account Target Audience

As you start building your audience, Facebook will show your ad’s estimated daily reach so you would know whether your audience is too big or small. Tap into “Likes” or “Interests” of users on Facebook so you can tailor your audience according to your exact business goal.

Defining and setting up a target audience is central to generating the desired outcome for your campaign. For advanced audience creation, we will touch on the custom audience and lookalike audience at a later stage in our guide.

Setting Your Ad Placement

Facebook ads are set to automatic placements, meaning that your ad is shown on Facebook, Instagram and Audience Network. Placements are optimised to give you the best results. You also have the option to edit out your placement if you feel that a specific type works better for you.

Here are types of placements available for advertisers:

Placements on Facebook :

  • Feed
  • Marketplace
  • Instant Articles
  • Instream Videos
  • Stories

Placements on Audience Network

  • Native, Banner and Interstitial
  • In-stream videos

Placements on Instagram

  • Feed
  • Stories

Placements on Messenger

  • Inbox
  • Sponsored Messages

Check out the screenshot below:

Facebook Ads Account Ad Placement

Top Tip: How to select the ideal placement for your campaign

If this is your first time setting up a campaign, it’s recommended that you opt for automatic placements. Now if you happen to run an exclusive campaign for your website and you have a poorly optimised website, you should unselect mobile newsfeed.

We’ve brought you the list of ad placements so you will know which may work well for your campaign.

  • For brand awareness campaign select a combination of Facebook and Instagram
  • Facebook and Instagram are the best options for running your engagement campaigns
  • Use Facebook, Instagram and Audience Network for campaigns based on video views
  • For driving website traffic use the combination of Facebook and Audience network
  • If conversion is your campaign objective, use Facebook and audience network and Facebook

Set Up Your First FB Ads

Your Ads should reflect whatever your brand stands for. In essence, you want your ads to be engaging enough for your target audience to click through. You need to spend some extra time perfecting your ads so that you choose the right ad type and use the most relevant creatives and copy.

At this stage, there are two ways to go about it: Use the Facebook page post you’ve created or create a new ad.

Screenshot below:

Facebook Ads Account Create Ad Copy

The creative ad type examples found in the screenshot above may be relevant to your business in a unique way. We will deal with each of those creatives in detail later on. Next up, we will show you different ad types and how to use them to advertise effectively.

Chapter 4: Guide to FB ad types

In this chapter, we’re going to explore the whole array of Facebook Ad types. By the end of the chapter, you will be equipped with the knowledge necessary to identify the right Facebook ad type and manage it like a professional.

So let’s go through each of these ad types and learn the best practices.

Driving Traffic To Your Website

Website or landing page traffic is one of the primary reasons why most people spend money on Facebook advertising. Each traffic-based advertising campaign is aimed at persuading users to visit your website and take a profitable action. So let’s see how Facebook ads can be used to drive traffic.

Link Click Ads

Arguably the most popular ad type on Facebook, Link Click Ads works like a charm for driving website traffic. This ad type is designed to drive users to your website or landing page. The ad type is compatible with various placements including, mobile newsfeed, desktop newsfeed and Instagram. Plus, this ad type can also generate “Likes” for your ad campaign. All you have to do is respond to the comments on ad post to improve the engagement rate.

Ad Specifications:

Image size: 1200 x 628 pixels
Ad copy text count: 90 Characters
Headline limit: 25 characters
Link Description: 30 Characters

See the screenshot below:

Video Ads

Facebook Video Ads are actually another form of the Link Click Ads – just that instead of a still image, your ad’s featuring a video.

Video Ad types are essentially a different version of Link Click Ads, the only difference being that they run video format.

Facebook Video Ads

Ad specifications

Ad copy text limit: 90 characters
Aspect Ratio: 16:9 to 9:16
You can play video in loop
Maximum Video duration of 120 minutes

Fact- the best performing video ads tend to be around 15-30 seconds

Facebook Page Posts

Facebook gives you the chance to boost the posts you publish on your Facebook page. With a click on “Boost Post,” you’re well on your way to target your audience and bidding options to advertise your post across the platform.

Image size: 1200 x 628 pixels
Ad text: Unlimited
Headline limit: 25 characters
Link description: 30 characters

It’s worth noting that your boosted post will look like your ordinary FB post. You can spot one by seeing the sponsored sign on top of the ad.

Check out the screenshot below:

Facebook Ads- Page Post Specification

Generating Sales And Leads

If you are selling multiple products, Facebook offers you the option to display them in a single ad. The platform has even introduced ad types that ensure users stay on the platform and engage longer with your product or services. These ad types make for great user experience, save up your time and help you obtain quality leads.

Carousel Ads

The carousel ad type can display up to 10 product images or videos in a single ad.
If you’re an eCommerce website owner trying to promote lots of products, carousel ads will offer you a great option. Plus, this ad type will let you find out what works for your advertising strategy and generates optimal engagement among users.

Image size: 1080 x 1080 or 600 x 600 pixels
Ad Copy Text: 90 Characters
Headline: 25 Characters
Link Description limit: 30 Characters

Screenshot below:

Facebook Carousel Ad Specification

Dynamic Ads

When implemented effectively, Dynamic Ads are essentially the most powerful type of retargeting option there is. These ad types help you target users based on actions taken by users on your landing page. All you need to do is install the Facebook pixel and make sure it’s working well. We are bringing you a detailed section on retargeting later on in the guide.

Image size: 1,200 x 628 pixels or 600 x 600 pixels
Ad copy text: 90 characters
Headline: 25 characters
Link description: 30 characters

Screenshot below:

Facebook Dynamic Ad Specification

Facebook Lead Ads

Leads Ads are the most effective means of generating high-quality leads at reasonable rates. This is Facebook’s most user-friendly ad type as it allows users to sign up or download your content without leaving Facebook for a third party platform.

image size: 1,200 x 628 pixels
Ad copy limit: 90 characters
Headline: 25 characters
Link Description: 30 characters

In order for your Lead Ad to be approved, you need to have a privacy policy and website URL.

Generating Likes And Engagement For Your Page

What do you intend to get out of your Facebook ads campaign? Is it Likes, brand exposure or engagement? Recently, Facebook has reduced the organic reach of page posts, causing page owners to invest in ads. The Likes and Engagement objectives on Facebook helps you broaden the reach of your organic posts. Let’s look at the different options available for doing just that.

Page Like Ads

If you want to increase page likes for your Facebook page, look no further than the page like ads. This ad type is ready to be featured in all types of placements. It can show a call to action to trigger an instant action from your target audience.

Now, while targeting an audience, make sure to prioritise quality over quantity as you need to target those interested in your product or service. Plus make sure to use a compelling image so it really resonates with your target audience.

Screenshot below:

Facebook Page Like Ads

Page Post Video Ads

As always, video advertising generates the most amount of engagement for your posts. In general, video content has an intrinsic capacity to engage your audience better and for a longer period of time. You can retarget visitors based on the amount of time they spend watching your video.

Ad copy: 90 characters
Aspect Ratios: 16:9 to 9:16
File size: upload up to 4 GB
Video can be 120 minutes long

Top Tip: Target your audience based on their choice of language.

While running FB ads, you must stop making assumptions about the language your target may be using. Let’s say you’re a British person who just moved to Japan and now you’re getting bombarded with Facebook ads in the Japanese language. Well, this is a typical case of using wrong language targeting. These ads don’t mean anything to you because you probably don’t speak the Japanese language yet.

This incident can easily be avoided with better language targeting.

As you probably know by now, Facebook is equipped with a host of advertising options you can use to achieve business goals. We recommend you to experiment with formats that suit your business model.

See the screenshot below:

Facebook Page Post Video Ad

Chapter 5: Creating Ad Creatives And Copy

Even as you read this, you have got another tab open where you are looking for a cute pug on Facebook. Well, you’re not alone on this matter. There are millions of others looking for something different on the platform.

This trend also presents a huge opportunity for people advertising on Facebook. Of course, sometimes, Facebook ads can be a form of puzzle where you need to combine all the key pieces to make it work together. From design creatives to compelling copy, you need to get the basic things in place. First up, we will show how to set up your ad creative, followed by a breakdown of creating the right ad copy.

Setting Up Your Ad Creative

In the campaign creation phase, you can select between several types of ad creatives, depending on your campaign objective.

During the campaign creation process, you will have the option to choose from a variety of ad creatives depending on what you wish to achieve.

Your goal should be to experiment with different types of creatives and until you find the format that works for your specific business need.

Screenshot below:

Facebook Ad - Setting Up Your Ad Creative

When it comes to the selecting image for your ad, Facebook gives you 3 options:

– Upload a photo from your computer
– You can browse through the library and reuse the image you had uploaded
– Browse the free stock images gallery

Facebook has partnered with Shutterstock to bring you thousands of stock images that can spice up the quality of your ad campaign and give it a creative edge. While you’re running a campaign make sure to update the images so that creatives don’t look repetitive. Having a collection of free images at your disposal will help you keep your creative fresh and appealing.

Now, you should always go easy on using the stock images as they are available free to all Facebook users and they have probably been featured in ads a lot of times before. This is why it’s important to create your own set a graphics for your Facebook ads. Stock images are good but you must use it discriminately.

Tips For Perfecting Your Ad Creative

We’re bringing you a bunch of design hacks that will help you create high-performing ads. The high performing ads will certainly let you generate clicks at a low cost per click.

Experiment With Multiple designs

In advertising, simply assuming things is not good enough. You must test and verify all the time. Test the ad design and the target audience you’re reaching out to. Always keep in mind that consumer behaviour changes constantly. When you create a campaign, spend an extra amount of time creating 4 separate designs and make sure to split test each of them.

For instance, create ads carrying two different images with the same ad text. Find out which version of your ad works better and why.

Check out the screenshot below:

Facebook Ads Testing

Create Buyer Persona

Every customer you target on Facebook is unique and has its own pain point. If you can craft a buyer persona, you can not only improve the ad experience but serve better customer experience.

Filter down each customer type based on points like age group, profession, pain points and goals. Once your buyer persona is ready, you can tailor your ad design and copy using customer’s pain points.

Publish Social Proof

Including social proof in your ad campaign can influence the buying behaviour of users. Social proof works as an endorsement of your product and services, meaning that people who previously bought your products would recommend to others. Testimonials will inject much-needed credibility into your ad campaign.

Screenshot below:

Publish Social Proof

Writing Engaging Facebook Ads Copy

Every time you think of Facebook ads, a set of graphics comes to your mind. While images are central to the success of your campaign, ad copy is just as important. A well-written ad copy can convince your audience to click through to your landing page. The copy you create should work as a guide for users, telling them what they should do or where they should go to get what they need.

First up, your ad copy must grab the attention of the audience and then persuade them to take the desired action.

To write the ad copy you need to fill up a few fields at campaign creation level.

Ad Text – You can enter up to 90 characters
Headline – 25 characters
Link Description – Up to 90 characters

The best way to start is by creating multiple headlines and descriptions for ad campaigns. Having multiple copies at the ready will avoid the trouble of improvising at the time of campaign creation.

Here are some proven tips for writing your Facebook ad copy:

Narrow Down Your Audience Before Writing Ad Copy

Facebook ads platform is the last place where you want to ramble on about something you’re trying to promote. The only ad copy that people buy into is that which doesn’t look like an ad copy. Hence, before writing your copy you need to narrow down the audience to find people who may care about your products or services. Facebook allows you to create a consumer persona based on multiple “likes” and demographics. Narrow down your target audience as much as possible.

For example, you can detail target people under 30 years old living in Liverpool interested in fitness. Now you can really tailor your content to connect with this audience.

Combine Copy And Graphics

Facebook is giving a golden chance to connect with your audience at remarkably low rates and you need to make the best out of it. So make sure that your copy is aligned with the creative you’re trying to promote. If your creative doesn’t gel well with your copy, it can create a jarring experience for users. These types of copies will just go past Facebook users without being noticed.

Focus On Your Call-to-action

All the high-performing Facebook ads come with a laser-focused CTA. Whether you’re building brand awareness, generating leads or selling products, you need to include clear call-to-action. The last thing you want is to confuse Facebook users with a disjointed ad copy. As soon as they see your ad copy, they should know where to click and go. For instance, if you’re selling phone cases, your ad creative should contain a “Shop Now” call-to-action button.

Specify The Figures In your Ad Copy

If you’re selling a specific product through your Facebook ad, let people know how much it costs. For instance, if there’s a deal up for grab, people want to know much they can save. If anything can produce an instant impact, it’s numbers. Display the key figures in the ad copy, and see your ad generate lots of clicks and traffic.

Alright, now that you know how to set up your ad creative and copy, put your thinking cap on and get creative!

Chapter 6: Selecting the right bidding and optimising your Ad

In this chapter, we will help you navigate Facebook’s campaign and set up your budget on your own. While it’s easy to get overwhelmed by the amount of ads data, Facebook’s campaign creation is pretty straightforward. Don’t fret, we’ll guide you through the step-by-step process of selecting the right bidding and optimising your ad.

Understanding The Structure Of Ads Manager

You can break Facebook’s campaign structure into three levels:

  1. Campaign
  2. Ad Set
  3. Ad

As you learned earlier in the guide, a campaign can carry multiple ad sets, each of which has its own unique objective. A campaign is basically a springboard for better organising your advertising activities on a single platform. As long as you know which objective to choose, you should do just fine.

A Facebook ad set usually comprises multiple ads and it gives a host of options including detailed targeting, scheduling and bidding techniques. Ad sets are where you can conduct multiple A/B testing and store different variations of ads.

You can think of the Facebook ad as the starting point of your campaign. A campaign will only carry a single objective (For example-driving website traffic). At the ad sets level you can set a budget or even schedule each of the ads separately. For instance, ad sets let you create separate audience segments. Now, each of these ad sets can contain multiple ads comprising its own set of images and copy. You will have the option to bid, target audience and select creatives for each ad.

Setting Up Your Campaign Budget

Picking the right budget for your campaign is critical to your success. The first step of the “Budget & Schedule” setup is to assign a budget for your campaign.

Facebook gives you two budgeting options:

Selecting relevant bidding strategy is key to running successful campaigns. Before you can get the campaign underway you need to assign a budget.

Daily Budget-

This is a specific amount you set up so Facebook can spend it on delivering your ad. You’re essentially telling Facebook to run ads for a set amount of money. Facebook will optimise your budget proportionally to run your campaign throughout the day. Depending on the competition and various other factors, Facebook will auto-optimise your ad to convert better.

Life Time Budget-

Facebook will internally divide the campaign budget and distribute it proportionally based on campaign dates.

At the time of selecting a lifetime budget, you will be asked to enter the campaign dates. This way Facebook can calculate the ad spend for each day and distribute it evenly during the campaign lifetime.

Selecting Ad Delivery Optimisation

Once your ad campaign’s budget is all set, you can opt for the Ad Delivery Optimisation feature.

How does selecting Ad Delivery Optimisation help?

This optimisation feature lets Facebook understand what your exact business goals are. For instance, if your goal is to drive traffic to your landing page, you need to optimise your ad for link clicks. If landing page conversion is your desired outcome, you need to choose conversion as the objective.

Understanding Facebook Ads Bidding

When you get on Facebook’s advertising platform, you’re also locking horns with thousands of other advertisers. Some of these advertisers may be scrambling it out for the same target audience you want to reach. Facebook ad bidding is actually an auction-based system where any who gets the right combination of the quality bid, ad relevance score and engagement rate wins it big.

Should You Choose Manual Or Automatic Bidding

If you are just getting started with Facebook’s advertising platform and are not quite confident about going about things on your own, you should choose automatic bidding. Facebook will take care of the bidding process and you won’t have to worry about anything.

Now if you want to have greater control over your ad’s budget spend, you should select manual bidding. Keep it in mind, that a basic understanding bidding techniques is a prerequisite for running manual bidding on your own. Even if you’re not quite sure about the maximum amount you’re willing to pay for a click, Facebook will recommend bid amounts that you can use to make up your mind.

Always make the point of tweaking the pre-set manual bid suggested by Facebook. These bid ranges should be used as a reference point.

Facebook lets you schedule your ads so that you can reach your audience in the right place at the right time.

Top Tip: Using Cost-cap Bidding To Maximise budgets

The cost-cap bidding strategy gives advertisers the option to choose Maximum Cost Per Action or Cost Per Impression based on exactly what you’re willing to pay for results. Let’s say you’re trying to get a high-quality sign up for your product, but you’re working with a shoestring budget, setting up budget cap will make sure that you don’t waste your money on low-quality engagement.

Chapter 7: Retargeting With Facebook Ads

Finding it hard to convert your visitors into buyers? With the ‘shopping cart abandonment’ rate on the rise and people leaving your website to never return, it’s quickly becoming imperative for businesses to find a way around this problem.

What’s going on with your advertising? Is it something you said in the copy that ruffled their feathers? Or maybe it’s the pricing of the services or products.

You can never be careful enough how you set up and manage your marketing campaign. Because digital marketers stand to lose lots of users if a campaign doesn’t strike quite the right mark, it has become all the more important to use Facebook Remarketing to win back people who may otherwise never return to your business of their own accord.

Statistics show that retargeting users who left your landing page without taking the desired action, are more likely to convert when they see you again on their Facebook feed. Whether you’re just starting out with Facebook ads or trying to improve your conversion rate, you should explore retargeting to achieve the best effects.
So let’s find out how you incorporate the Facebook Retargeting technique into your marketing strategy.

What’s Retargeting In Facebook Ads?

Your campaign is generating steady traffic but it keeps falling short of converting users into real customers. Facebook Retargeting is basically the process of creating and managing ad campaigns targeting past visitors to your website. With a tracking pixel, you can track down and retarget on Facebook the users who left your website. You get another opportunity to persuade users into taking a profitable action.

Now, contrary to popular belief, retargeting isn’t about putting your stalking skills into action or trying to convert the reluctant visitor. Rather, it’s about understanding the true needs and tastes of your audience so that you can reach out to them more effectively. Before you can get down to doing that, you need to make sense of the custom audience and Facebook pixel.

Understanding Your Custom Audience And Facebook Pixel

The best part about Facebook Retargeting ads is that you can target your audience based on a variety of layered behavioural metrics of visitors.

  • Visitors who spend a certain amount of time on a landing page
  • People who haven’t visited your site in a while
  • Users who visited a particular page on your website

Yes, you can define your target audience using all types of metrics and reconnect with people who have previously shown some interest in your products or services. This is the sole purpose of creating a Custom Audience as it will help you figure out who you are targeting.
You can create a Custom Audience through various options like customer files, website traffic, app activity and engagement.

We will be specifically exploring the website traffic option as it will let you use a pixel.

Facebook Ad Retargeting

Now, a pixel is essentially a tracking code that helps you track visitor behaviour and subsequently retarget them on their Facebook feed. To start tracking, all you need to do is copy and paste the pixel code on your website. If you’re a website owner, you may already be familiar with installing analytics code and, aside from a few tweaks here and there. It’s basically very similar to that process.

Select the website traffic option where you want to tailor your targeting.

Let’s say you want to target people who visited a specific product page on your website, you can include the webpage URL and retarget anyone who landed on it. Make sure to give a name to your audience and write a description of the task.

Once your audience is populated, you can either integrate your pixel through a third-party platform such as Shopify or you can manually copy and paste the pixel code onto your website. Facebook offers an easy guide for installing its pixel and testing its functionality.

Facebook allows marketers to track specific user actions on their website by using event codes. By implementing event codes you can monitor actions like visitors clicking on tabs or adding products to the shopping cart.

Note that Facebook says that the pixel activation may take up to 20 minutes.

Of course, you can work with a host of variables and make many technical tweaks to Facebook campaigns. Such unmatched freedom to experiment is part of the reason why marketers love advertising on Facebook. It essentially enables them to target exactly who they want, at the budget of their choice and, more importantly, get the best out of their ad spend

Getting The Best Out Of Your Retargeting Campaign

You have probably stumbled upon an ad that felt like it was specifically designed for you, haven’t you?

You checked out an online store and clicked on an item before leaving the website. A few hours later you find an ad in your Facebook feed about the same product you were looking at on the website before. Most Facebook users have the same story to share.

So what happens next? Upon seeing the ad, some return to the site and end up buying the product while others simply get irked by seeing the product again. Your job as a marketer is to identify their desires and target them with ads that can rekindle their interest and potentially turn them into buyers. This is what makes Facebook ads so unique, in that they let you fine-tune your campaigns. However, the success of your Facebook campaign is by and large determined by how well you define your Custom Audience.

Once you properly identify and define your audience you will be better equipped to connect with them. If you are an online store that makes hip t-shirts for teenagers, you want to create your ads with copy and design that really connect with your target audience.

For instance, your chic t-shirts intended for teenagers wouldn’t perform well with middle-aged men. So, while creating copy and creatives for your Facebook ad, research as much as possible about your Custom Audience. The better your understanding of their demographics, interests, likes/dislikes and trends, the more relevant your ads will be..

Even if you have no detailed plans about segregating your website traffic, you can still tap into retargeting techniques and drive sales. After all, you can use remarketing to measure results and understand what’s working and what isn’t.

Why You Should Invest Your Time And Money in FB Retargeting

Irrespective of the size of the business they are trying to promote, marketers see Facebook as the ultimate platform to attain desired results in a short span of time. The infinite possibilities and functionalities of Facebook ads make it instantly preferable to most other marketing platforms.

Running an FB Retargeting campaign based on the real needs and tastes of a Custom Audience goes a long way in improving the conversion rate of visitors into customers.

Of course, you shouldn’t simply funnel money into Facebook without conducting proper research or defining your Custom Audience.

When deployed by experienced and certified specialists, retargeting campaigns can help to turn all your bounced traffic into buyers and loyal customers. The certified Facebook marketers at Mr Digital have helped businesses grow way beyond their owners’ expectations.

Every campaign you create is different. Of course, we can teach you all the hacks in the world to manage your campaign. However, no one knows your audience or business better than yourself. So do you research, follow the best practices and you will be well on your way to growing your business on Facebook.

Ross Crawford

Ross Crawford

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