This is a multi-part guide from Boost Media containing answers to common questions about getting started with Facebook Ads.

 

Objectives, budget, and campaign management

From driving purchases or app downloads, to building your social following and raising awareness, there are many objectives you can accomplish with Facebook Ads—but only if you’re clear on what you want, and you design your program accordingly.

 

Facebook ads are self-service, though there are a number of third-party options available like hiring an agency or freelancer to set up and run your program. If you decide to run ads yourself, you can lean heavily on the Advertiser Help Center.

 

Targeting

With a potential audience of 1.65 billion people using Facebook, targeting the right customer segment is important. Facebook has some sophisticated audience targeting options, such as:

  • Geo- and language-targeting allows you to select the locations or languages you want your ads to be shown in.
  • Custom Audiences enable you to target current customers on Facebook or even lookalikes of your customers by uploading a list of customer identifiers.
  • Connections enable you to target those who are friends of people already connected to your page. This practice is referred to by some as “social retargeting.”
  • Detailed Targeting includes Interest and Behavior targeting plus Demographic targeting.
  • Lookalike audiences enable targeting those who resemble your current customers, and people who have downloaded your app, visited your website, or “Liked” your page.

Creative

Creative should be designed with your campaign goals in mind. Consider the following:

  • Where to get ideas for Facebook ad creative. Review past performance of organic Facebook posts; Check out your content calendar or marketing calendar.
  • Best practices for generating Facebook ad creative. Take a look at the Boost Knowledge Base—start with our one sheet on Facebook creative tips, and guide to Facebook Video Ads.
  • Producing Facebook Ad creative. A quick way to start generating creative for Facebook Ads is to promote your organic posts. Also consider working with Boost who can create, edit, and resize any Facebook ad unit for you: http://boostmediaimage.com/
  • Ad types to run. You can’t tackle ad creative production without understanding what ad unit and ad specs you are building for—always keep focus on your objectives.
  • Instagram Ads creative. Instagram Ads run through the Facebook Ads Manager; however, ad specs are different between the two platforms. To get started, review Boost’s guide to Instagram creative.

 

Conversion tracking and reporting

Depending on your program objectives, you may need to implement the Facebook Pixel to track conversions:

  • Website conversions. The Facebook Pixel enables you to track actions on your website after someone has clicked on a Facebook Ad; Use it to capture purchases, sign-ups, or leads.
  • Custom audiences and remarketing. You can set up the Facebook Pixel to create Website Custom Audiences for remarketing to people after they’ve visited specific pages on your website.
  • Mobile app conversions. For those using Facebook Ads to drive mobile app downloads and engagement, you’ll want to install App Events.

 

Before you dive into Facebook reporting, revisit your campaign objectives and KPIs. You can see basic reporting in the Facebook Ads Manager or Power Editor. Additional data is available through Facebook Audience Insights. If you’re running app campaigns, you can also get reporting data in Facebook Analytics for Apps.

 

Advanced features

Being aware of the advanced features can help provide context and confidence for working within the arena of Facebook Ads:

 

 

  • Facebook Power Editor. Manage every aspect of a basic Facebook Ads campaign through the Facebook Ads Manager interface—use Power Editor for bulk uploads.

 

  • Marketing API. The Facebook Marketing API allows advertisers and vendors to access and manage Facebook Ads through their own internal systems.
  • FBX (Facebook Exchange). As of November 1, 2016, Facebook is shifting advertisers’ focus toward Custom Audiences and Dynamic Ads.
  • Custom Audiences. Custom Audiences enable you to target current customers on Facebook or even lookalikes of your current customers.
  • Dynamic Ads. Dynamic ads allow advertisers to show different products to individual users across devices, depending on what they’re most likely to be interested in.
  • Dynamic Ads for apps. Ensure the specific product a user was interested in is the first page they see when they open an app for the first time.
  • Remarketing to website visitors (using first-party data). Remarketing to website visitors enables advertisers to target those who have visited their site.
  • Partner Categories (using third-party data). Use third-party data to build sophisticated audiences for targeting with Facebook Ads via Partner Categories.
  • Audience Network. The Facebook Audience Network enables advertisers to expand reach to advertise within mobile apps outside of Facebook.
  • Third-party vendors and tools. Once you’re ready to put more budget behind Facebook Ads, you may want to streamline and scale your campaigns with technology.

 

Wrapping it up

We hope you have found Boost’sGetting Started with Facebook Ads blog series helpful. Please don’t hesitate to contact us if you’re interested in working with our team of expert designers and copywriters who can create, edit, and resize any Facebook ad unit for you—at scale. Learn more at http://boostmediaimage.com/