Step 1: Set a goal
It’s important to set goals when you launch an advert, as this will determine the direction that your advert will take;
- Ask yourself what you want to achieve with your advert?
- Do you want more people to visit your Facebook Page or website?
- Do you want to make more sales?
- Or, do you want to inform people about an event?
It’s best to have only one goal for each advertising campaign that you launch.
Step 2: Determine your budget
You now need to name your ad campaign and set your budget. First, Facebook will ask you if you want to pay with a credit card or a PayPal account. You will be billed each time that a cost limit is reached.
This limit is determined by Facebook and starts with small, regular amounts, which are charged to your credit card. However, in time, you’ll receive less regular, but larger accounts, provided your payments are made regularly and on time.
This arrangement will also not affect the number of times that your advert will appear. You will receive an e-mail every time that an amount is charged to your credit card.
The standards, which you set here, will apply to all of the adverts, which you use under this campaign. If you are not happy with your payment option, you can choose more advanced options of payment under “Ad Creation”. You can then choose to pay per click (per person who clicks on your advert) or to set up a daily limit, which does not appear on the standard list.
Step 3: Identify your target market
The next step is to identify your target market. You can target your advert according to factors such as age, gender, language, location, the likes and interests of your target market and even where people work or their level of education.
Think carefully about the type of people who you want to market to. Try to answer these questions:
- What age group do you want to target?
- Where are these people located?
- What are these people interested in?
- What benefits of your product or service will appeal to your target group?
- What action must your target group take and how must they do this?
The goal is to attempt to reach as wide an audience as possible, while still focusing on a specific target market. Once your advert has run for a while, you will have a better idea of what works and what doesn’t. You can then improve your adverts and achieve more success.
Step 4: Create your advert
To create your advert, you must visit www.facebook.com/ads/create.
There are three different types of adverts that can be created, which serve different goals. Firstly, there is the standard “Domain Ad” that will appear on the right-hand side of a Facebook account as a title, image, short description and web address. This advert won’t be visible to people who use Facebook on their cellphones.
The second type of advert is called the “Page Post Link”. This type of advert will appear on the “News Feed” of the target market that you identified, regardless of whether they have logged into Facebook using their computer or cellphone.
This type of advert can also display a large image and Facebook users can interact with this advert by “commenting” on it or “liking” it. The third advert is called the “Multi-product”. This type of advert is similar to the “Page Post Link” advert, but it can market up to three, different products at the same time.
This is achieved by choosing three images of products that slide in and out of the screen. For each of these adverts, you’ll need to choose a title or a name, a short description of your product or service and a relevant image.
Step 5: Launch your campaign
Once your advert has been approved, it will be launched on Facebook and you can manage it through the “Ads Manager”. If your advert is rejected, you’ll have to change it according to Facebook’s guidelines or create a new advert.
MANAGING YOUR ADVERTS
The “Ads Manager” allows you to monitor and manage your adverts. It allows you to stop or restart an advert, change the daily limit, take a look at your payment history through the “Billing Manager,” create new campaigns and determine how successful your adverts are. You can gain access to the “Ads Manager” on Facebook’s website at: www.facebook.com/ads/manager.