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How to set up your Facebook Ads

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If you’ve ever used the ‘Boost Post’ function on your page posts, you might think that’s all to it to creating Facebook Ads. But ‘Boost Post’ is only a small part of Facebook’s Ad Buy capabilities.

Get into the Facebook Ad Manager, and create your ads from there. You’ll be able to run better, more targeted ads with lesser cost.

As you set up your campaign, Facebook guides you along and narrows down the details you need to pay attention to. Start with deciding on the Campaign objective, before moving on to Ad Sets and then to the Ads itself.

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All ready to begin, here’s how you can create your Facebook Ads.

Step 1: Choose your campaign objective

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There are several objectives you can choose from, which helps you to achieve your campaign goals better.

Brand Awareness: Increase awareness for your brand by reaching people who are more likely to be interested in it.

Reach: Show your ad to the maximum number of people.

Traffic: Send more people to a destination on or off Facebook such as a website, app or Messenger conversation.

Engagement: Get more post engagements, Page likes, event responses or offer claims.

App Installs: Get more people to install your app.

Video Views: Get more people to view your video content.

Lead Generation: Drive more sales leads, such as email addresses, from people interested in your brand or business.

Messages: Get more people to send messages to your business in Messenger or WhatsApp.

Conversions: Drive valuable actions on your website, app or in Messenger.

Catalog Sales: Create ads that automatically show items from your catalog based on your target audience.

Store Traffic: Drive visits to your physical stores by showing ads to people who are nearby.

You can also set a campaign level budget cap for your campaign.

Step 2: Set up your Ad Sets

Depending on what you choose for your campaign objectives, you’ll have different options for your Ad Sets. For example, if you want to increase the number of followers on your page, you can consider the ‘Brand Awareness’ objective. 

For example, here’s the Ad Set requirements for ‘Brand Awareness’ objective:

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And here’s the Ad Set requirements for ‘Conversions’ objective (you’ll need a Facebook Pixel installed for this objective).

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Fill in the Ad Sets according to the requirements as guided by Facebook. Here’s what you’ll most likely encounter:

Audience Selection: choose your target audience based on demographics, interests, behaviors and even jobs. If you’ve been using a Facebook Pixel, you can also create a lookalike audience.

Ad Placements: Decide where you’ll want to run your ads. Facebook, Instagram, Messenger, Audience Network and even across them all.

Budget: There are 2 main ways of budget allocation. Lifetime and daily budget. The lifetime budget limits your spending (eg. $100 over 10 days) whereas the daily budget helps you allocate a specific amount each day (eg. $10 per day).

Step 3: Set up your Ads

Setting up your Ads is relatively straightforward, but it’ll be best if you have some knowledge of copywriting or image/video creation for the best results.

While creating your Ads, you can use an existing post or create an entirely new ad from scratch.

Again, follow the instructions to add in your copy, image/video and you’re all set. Here’s what you can expect.

Ad Format: From single image to a ‘collection’, choose the ad format that best suits your available creatives and objectives.

Ad Creation: Set up your ad with a good copy and image/video. If required, fill in the descriptions and add in buttons for higher engagement. Cover images have to fulfil the Facebook text overlay rule.

Last but not least, publish your ads. Facebook will review your ads and automatically publish them if there’s not issues. Consider optimising your ads to get the best dollar value for them!

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