Facebook ads for beginners

Facebook Ads for Beginners

This is a guest contribution from Zac Ruzicka, a creative director, social media specialist, filmmaker & photographer born during the Velvet Revolution in Prague, Czech Republic.  Zac has worked on social media campaigns for clients such as McDonald’s, Skoda and Trespass and shares his insights on Facebook advertising below.

Facebook Advertising is here to stay. If you haven’t already added it to your marketing mix then it’s not too late to jump on board and make it one of your business’ new year’s resolutions for 2019.

Now, more than ever, is the time to double down on your paid social media efforts and strategies, because things are about to get much more expensive.

According to a survey undertaken by CMO, social media marketing budgets are set to double by 2023. That means that the cost of the customer you are acquiring will double as well. Why? Because there is going to be an influx of massive companies that will bring their equally massive marketing budgets with them, making paid social media a more competitive space.

Yes, these companies are already on Facebook and all the other social media platforms, but they haven’t fully committed – yet. Social media is still a fraction of their overall marketing budget.

Clearly, now is the time to dive in, but where do you start?

Getting started with paid advertising on social

 

There are a couple of ways you can get started with Facebook Ads and they each carry a different price tag.

Facebook advertising

Small businesses or ‘one-man bands’ may want to give it a go themselves. This option is 100% doable but it will cost you time.

Fortunately, Facebook provides a great training platform for those interested in spending money on Facebook called Facebook Blueprint. Blueprint is completely free and you only pay should you decide to get certified.

Don’t be discouraged if you feel like most of the things on Facebook Blueprint are way too easy or obvious – it does get more difficult and goes on to cover in-depth topics as you progress, such as learning about advance buying options or messenger bots. If you find that you already know most of it, you can easily jump straight to the topics you want to find out more about.

The second option is to hire a freelancer or an agency that specialises in Facebook Ads. As you can imagine, there are various price points, and covering these would take a while. Put simply, an agency is a great idea if you want zero hassle and can afford it.

Agencies will most likely have a pool of clients and case studies that will assure you that what you are getting is worth your money.

I want to run an ad – how much will it cost me?

The question on everyone’s lips, exactly how much should you budget towards Facebook Ads?

The average cost-per-click (CPC) with Facebook Ads is £1.48; however, CPCs vary greatly from business to business and many Facebook advertisers have CPCs below the average.

Things can get more complicated depending on your industry and the time of the year. For example, let’s take Black Friday. I’m sure you will have seen at least one Black Friday deal in your own Facebook feed. As you can imagine, lots of advertisers were getting ready for this and what happens then is a fight for a customer. It’s a bidding war. A lot of industries and businesses are competing for the same customer and so the CPC increases.

This goes to show that when planning a Facebook Ad Campaign there are a number of things to take into consideration. You cannot simply ‘guarantee’ a cost throughout the year – things will change.

Facebook Advertising Benchmarks Graphic

What else do you need to know in order to run an ad?

 

The beauty of social media is that you do not have to be an oracle or a trendsetter – you can simply make use of the masses of data out there.

Facebook provides you with data (Insights) and if you’re hoping for success, you will need to learn how to read them and implement them towards your next ad or tweak your current efforts.

The most important element of any ad is its audience. You need to know your audience. You can find out more about them by asking and answering the following questions:

  • Where are your customers based?
  • What are their interests?
  • What age are they?

Any information you have about your audience will come in handy. For more help on defining your audience check out this article on creating buyer persona’s that rock.

There are various ways to build your audiences such as using Lookalike Audience or Engaged Audience if you do not wish to start from scratch. Or perhaps you already have a list of contacts you want to use. The important thing is to do your research on your audience.

Creating content for your paid ads

 

You will also need a Creative. Creative can be photography, video or a mixture of both.

Facebook has a great platform to showcase Ad Creativity where you can gain some inspiration.

Once you have a Creative that will perfectly fit your product or service you’re ready to begin building your ad.

Getting Set Up

 

You will of course need a Facebook Page in order to advertise on Facebook. Once you have this, you will need to set up the Business Manager.

The Business Manager is described by Facebook as:

‘A platform for everyone. Small to large businesses use it to stay organised by having all of their business assets and information in one place. When you have a central business hub like Business Management our business maintains control of your Facebook assets and securely manages user access to the right people and right credit lines.’

 

Once you’ve set up your Ads Account within the Business manager you’re good to go.

Setting your Ad Objectives

 

Facebook will first ask what your objective is, before guiding you through the ad creation process.

Facebook Ad Objectives Image

Your ad objective is what you want people to do when they see your ads. For example, if you want to show your website to people that are interested in your business, you can create ads that encourage people to click through to your website. Here you would choose the ‘Traffic’ objective.

Objective? ✔

Audience? ✔

Targeting? ✔

Creative? ✔

Publish!

5 tips for first-time Facebook Advertisers

 

Now you’ve got to grips with Facebook Ads, I’ll share a few tips that will help your ads perform better:

 

  1. Start with a small Ad spend. Test, test and test again. Test different audiences, different creatives and see what is working. You can always increase ad spend once you have some data to compare. You night be surprised to see that the audience that is actually interested in your product or service is different than the one you thought.
  2. Don’t be too specific with your targeting at the start. Start broad and slim it down as you go, finding that perfect mix.
  3. Don’t expect magic. Facebook Ads will take time. Something won’t work due to different reasons, be it wrong targeting, competitive niche or time of the year. Analyse and tweak to win!
  4. Data, data, data. Facebook Insights will tell you what is working and what isn’t. Read them carefully and make full use of the data.
  5. When creating an ad, don’t be afraid of all the options. Click through everything you see, Facebook provides hints and explanations next to everything.

 

We hope you’ve enjoyed this guide on how you can ace Facebook Ads.

If you’d like to find out more about how Report Central can help to boost your sales with awesome social media campaigns get in touch with one of our friendly team today.

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