Facebook Ads for Beginners (2018) | A Complete Facebook Ads Tutorial


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The image below is showing a possible Facebook Ads testing structure to see which targeting would produce best results to scale your ad with that particular audience.

 

The image below is showing the Power Editor tools where the campaign structure can be browsed from campaign to ad set to ad:

Level 1: Campaigns
Whether you are creating a single ad to a single audience, or a multi-ad campaign to different audiences with different budgets, you start with a campaign.

At this level you choose 3 settings:

The Name: This can be anything, but I would recommend that you make it something that let’s you distinguish between different campaigns. A good name could include your campaign objective, audience type and any additional useful info from the Ad level itself.
The Buying Type: You have a choice between auction and fixed price. If you are unsure of which to go with, start out with auction.
The Objective: Currently there are 14 different objectives for you to choose from. You will want to consider each objective and pick the one that best aligns with your goal for the ad campaign.

Level 2: Ad Sets
All ad sets must have the same objective that you choose in the campaign level. For example, if you choose “clicks to website” as the objective at the campaign level you cannot change that at the ad sets level.

While you can only have one campaign for your goal, you may have multiple ad sets within that campaign.

Lets look at an example: If your campaign was titled, “2015 Mercedes E350 4Matic – For Sale” and had an objective of clicks to website – you may be trying to bring visitors to a single car site that you created for the car that you have listed – you may want to have 2-4 ads sets.

At this level you choose 6 settings:

Budget: You can choose between a daily budget and a lifetime budget.
Schedule: Your first option is when to schedule the ad to start. You can also decide when the end date of the ad will be – or you can make it an ongoing ad. You can also create a custom schedule for the times of day that you would like the ad to appear if you chose to use a lifetime budget.
Audience: Choose between a saved audience, custom audience, or you can create a new audience that you would like this ad to target.

Placement: You currently have 5 options available for where you want your ads to appear.
Optimization and Pricing: Facebook recommends the you optimize for link clicks (pay per impression), but you also have the option to optimize for daily unique reach, link clicks (pay per link click), or for impressions. For pricing you have the option to “get more link clicks at the best price” which is recommended by Facebook, or to “set the bid you’re willing to pay per link click”. All of these optimization and pricing strategies can (and probably should) be tested to see what works best for you.
Advanced Delivery: You have 2 options for delivery – standard or accelerated – for the delivery of your ad. Standard is recommended but you can choose accelerated if you would like your ad to be served faster, rather than being spread out throughout the day.

Level 3: Ads
Now that you have created your campaign – and have created one or more ad sets – it is time to create the ads that will go in each ad set.

To continue the example from above, if you are trying to sell a car that you have listed – 2015 Mercedes E350 4Matic – For Sale – you could create an ad that has the
following details:

Images: Car from different angles…
Headline: “Everything you could want in a Mercedes…”
Link: You could use a link to a single car site that you have for this car

You could create similar ads testing different images and different ad headlines to find out which one is performing the best and scale that ad while stopping the rest of them.

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