Whether you’re a marketing manager or own a small business, you will want to start creating Facebook ads sooner than later. Why? Facebook ads are a popular way of reaching a wider audience and attracting them to your page, your product or service.

Over the years, Facebook has developed an effective advertising method that boosted creativity and provided social media marketers with an extra tool to optimise their social media efforts.

In this post, we will cover all the different types of Facebook Ads, how to create them, how to analyze your performance and best practices that will help you attract more customers to your business. Ready? Let’s go!

Types of Facebook ads

To help you understand how Facebook ads work, you first need to understand the various types of ads and their functions. Don’t worry, we will make it quick and limit ourselves to provide you with a short overview:

  • Boosted post ads: for every post you set up on your Facebook page, you will be able to boost it to reach a wider audience. You can target age, gender, location and interests.
  • Multi-Product ads: you can show up to three products in one ad using the carousel feature (pretty cool, right?)
  • Video ads: this type of ad is rather self-explanatory. It allows you to add a call to action button that can lead audiences to your website and other pages.
  • Domain ads: these ads you will see on the right hand side of your news feed. Opposite to the other types of ads, domain ads do not require you to have a Facebook page first.

Other ads you will come across include: app ads, event ads, offer ads and page like ads. These will come in handy once you master the most popular ads and develop a thorough Facebook strategy.

How to set up your Facebook ads account

Alright, let us get on to the good stuff. The process of setting up a Facebook ad account is very simple. Over the past few years, most brands switched from having a Facebook profile to a page as it made it far more accessible to their audience.

There are many benefits that come with having a Facebook page, e.g. SEO exposure, lead generation, increased brand awareness, the chance to engage with your customers and much more. The options are endless. Most likely you already have a Facebook page for your business, so let us skip this step and move on to how you can easily set up your ad account.  

To set up your ads account you will need to:

  1. Access your Adverts Manager
  2. Fill in your billing information.
  3. Don’t forget your VAT information if you are within the European Union.
  4. Add payment method

And voila, you are ready to start creating ads!

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Publishing your first ad

First, you will need to determine what the goal of your ad is as this will determine the type of ad you want to create. Let us provide you with a few scenarios to help you find out what you need.

If your goal is to have more likes on your business page, create a Page Like ad. Choosing this type of ad, a Like Page button will appear on the top right corner and another call to action (Learn More, Sign Up, Download, Contact Us, and more) will be shown in the bottom right.

If you would like to boost a post on your page, create a Boosted Post ad. This will be shown to people who do not already like your page (this option you can change), but have a mutual interest to the interests you have selected.

If you have a shop and are looking to advertise multiple products in just one ad, create a Multi-Product ad. The products can each have a different image, but you can use the same call to action for all the images and from there redirect customers to your shop.

If you would like to create a Video ad and reach a wider audience, we suggest you optimize your video to fit your niche. Remember to use tags which you will find under the video editing settings.

If you would like to take your audience to your website, create a Domain ad. As mentioned previously, you can do so without using a Facebook page, but creating a Facebook page will help you present a credible business.

Analyzing your ad’s results

Your results will depend on the goal of your ad. You can find the results in Adverts Manager by just clicking on your campaign. The metrics shown include results, reach, the average cost per result from your adverts, budget and the amount you have spent so far.

Here are a few explanations of results you could get and how you can fix them:

If your ad has a low click through rate or a low number of impressions, your readers are not clicking on it. It is time to get creative! Determine your audience and find out how to grab their attention. The best question to ask is:”Would I click on this?” Work on it until the answer is “yes”.

If your average price is high, you are bidding too high. You can either lower your bids or create a new ad with a better copy and a different approach. It is okay to experiment! Test out a few ads and see what works! A really good tool for this is Adespresso.

If your reports show high frequency, it means a person has seen your ad more times than he wanted to. We all know how annoying that can be, especially when we are not interested in the product. Good place to start is to expand your audience’s interests and reduce the cost of your bids. You will reach more people, but the ad will not show as frequently.

How to master Facebook Ads like a pro

  • It’s time to get creative and step outside of the box!
    With the tricky algorithm, Facebook ads are always changing. Always think of new ways to reach your audience and never stick to just one magic formula.
  • Learn from the best
    Find out what your competitors are doing and analyze why their ads work. Then beat them at their own game.
  • Get inspired and never stop learning
    There are millions of blogs out there tackling the toughest Facebook ads questions. Never stop learning!
  • Test it out!
    It’s not very likely that your first ad will be a huge success, and that is okay. Testing things out and figuring out what works and what does not is how you will become better at running your Facebook page.
  • Don’t forget to have fun!
    Lately, many companies stepped up their advertising game by becoming relatable to their audience. The ones that are the most engaging and most creative are gaining momentum and force others to rethink their strategy. Have fun and put yourself in your audience’s shoes – how would you get your own attention?