Facebook Ads Manager:
If you asked me the truth, there are either businesses already running paid social ads or those that still think of doing it.
The biggest plus point of choosing Facebook as one’s advertising and marketing platform, is that you get to place your ads at a platform that is more visual and more a part of a commoner’s life as compared to Google.
The beans have been spilled. There was a time when Google, Google aps and ads were the center of everyone’s attention, but now Facebook apps e.g. Facebook and Messenger, are used 2.5 times more than Google.
It is needless to say that while Facebook ads are still cheaper than T.V. ads, billboards, print media ads and even Google ads, they offer you a better ad money to conversion ratio.
In this detailed guide on how to use Facebook Ads Manager, I will take you step by step and show you how to use Ads Manager to narrow down on your target audience and laser target only those who are actually likely to buy your stuff.
Why not made it a shout out to everyone on Facebook? It is because your ad budget should not be spent on those who do not count.
1. A Little Confusion
Most of the features that I’m going to discuss here, initially belonged to Facebook Power Editor. The sole purpose of power editor was to make it possible for businesses to narrow down to their ideal audience.
Back in February, 2018 Power Editor was merged with Facebook Ads Manager, and this is the reason that while you can find a lot of pages from Facebook and other websites discussing the features of Power Editor, it does not exist, but only in form of Ads Manager.
2. How to Use Facebook Ads Manager?
Facebook Ads Manager is a plethora of options – mostly it’s all about bulk creation of ads, managing campaigns and Ad Sets and using management tool to make choices that help one define the audience, budget and duration etc.
Understanding Ads Manager may take from couple of weeks to a few months to a year, depending on how much time you spend on learning and tweaking it.
Here is how you start with Ads Manager!
A. Go to Ads Manager
First of all, decide as to which Facebook ID would you like to use for Ads Manager. Your Facebook account comes with its own ads account.
It depends whether you want to go with that account or create a new ID and have a new account.
Whichever ID you choose, just login from that ID and then go to:
When you click that blue button, you will be taken to the Ads Manager console and there is a plethora of options that you will understand only by a long passage of time.
Click that now:
Our job today is only to learn how to use and tweak Ads Manager. If you take a look again, you will see that second header is “Create and Manage”.
Under that header, the second heading is “Ads Manager”; click that and start learning 😉
B. Inside Ads Manager
When you go inside Ads Manager, you see a screen as follows:
Facebook thinks of ads like a Russian doll: a doll inside a doll, inside another doll!
We have a campaign; a campaign is what you made for a whole brand or for a whole season or for a whole promotion or deal etc.
Under that campaign come many ad-sets. You can have more than one Ad Sets, but a few marketers suggest that one is enough to keep it clean and tidy.
Then under an Ad Set there may come many ads – lots of them. Why? Because you need more than one ad for A/B testing.
When you click the green button that reads “Create” you go about creating a campaign, then an Ad Set and then your first ad or more if you want.
Coming back to the screen as it is now, you see different tabs. Once you have created a campaign, an ad set and a few ads, you can come and click campaign, ad set or ads tab to see how you’re doing.
The budget, results, impressions and cost per result etc. tabs show you the real metrics that people love Facebook advertising for. You keep track of everything, including your ad budget.
Let us click the green button and create a campaign.
C. Create a Campaign
Once you click the green button you get two options to choose from: Create Complete Campaigns or Create Campaign Shells.
Since we want to learn how to use Ads Manager and go from campaigns to ad sets to ads and all the features, we click “Create Complete Campaigns”.
And this is the screen that we land on:
This is full of options, but it takes you from first to last step in an easy way and you make your choices with 100% precision.
- Choose Campaign Objective
The beauty of Facebook advertising is that it lets you make ad choices just like you think naturally.
There is always a campaign objective. If your business is new, your first objective is to get enough likes and shares, and most importantly send enough traffic to your website so you can create pixel and capitalize on that traffic.
Facebook lets you choose from many objectives. As you can see in the picture pasted above, there are three main objectives: Awareness, Consideration and Conversion.
Under these three main categories there are many small or narrowed down objectives e.g. Traffic or Engagement.
For this guide, we will go with Engagement, because that should be the first goal.
D. Ad Account
Note: In case you have set the campaign and ad account and many details already, you can skip these parts and go to the quick creation of campaign and ad. Take a look:
For the purpose of learning, we will go through all these procedures.
So, we go quick through the Ad Account process. Just choose your Account country e.g. United States if you have a Facebook account/ad account in US, choose the currency (currency of your card that you have attached to this Ad account) and your time zone.
E. Create an Ad Set
Now we’re in the eye of the storm – where most of the action occurs. So, I would like you to pay attention to.
Take a look at Ad Set console to understand how important it is.
At this step, you choose the audience, you choose a budget, you choose placements and a lot o other details.
On the right side, you see a speedometer. This actually shows how defined and narrowed down is your audience.
Too yellow and you would see Facebook wasting your precious ad budget on weirdos who never bought crap online and if you go for extreme red, the ad budget will go through the roof because Facebook would charge you more for pinpointing the exact people.
The sweet spot is between yellow and red, leaning more towards red.
The first step here is to name the ad set. Assuming that I’m running Facebook ads for Nike’s Spring 2019 (I wish), I named it “Nike Spring Season”; you can name it whatever you want e.g. ABC Promotion or XYZ Sale.
There is a dropdown menu to pick a saved audience.
In case you’ve been sending traffic to your website, you set the pixel and now you have some saved audience, you can pick that, but because we’re starting afresh, we will go with “Create New”.
Underneath that is “Custom Audiences” filed.
Type in a custom or lookalike audience or pick one from the “Create New” drop down. However, again, these options are for those who’ve already fed enough data to Facebook Ads Manager and now it can regurgitate that data and help them have a custom or lookalike audience.
Since we are just starting with Ads Manager, we will move to locations.
Here is the little section related to locations. Changes that you will make here will affect your Audience Size meter and the engagement estimates.
Take a look at the choices that you need to make:
Click that and you get some alternatives such as:
- People who live in this location
- People recently in this location
- People travelling in this location
These options help you pick the profiles (of the people on Facebook) that you want to target.
Suppose Jack lives in this location, but Jill was only recently there and now she lives in New York.
If you want to target all people who have a link with Lancaster, go with “Everyone in this location”, but if you want to target only those who presently live in Lancaster and not those who were only recently there, then choose “People who live in this location”.
This will target Jack while excluding Jill because she does not live in Lancaster anymore.
You can pick more than one locations. If your brand delivers all across the USA, you can add all major cities and narrow down with suburbs that you want to target.
Then comes Age. Age is a very important metric to consider while doing targeting in advertising.
Imagine that you’re selling a sports item from Nike, would you choose old people or you’d rather go for young ones?
I bet the answer is young ones. The age metric has a limit so you can pick the age group of target people from starting age to ending age.
You can pick 18 to 40 for a sports item and in case you sell some elderly car items, you can pick 50 to 65+.
Another very important choice to be made is in terms of gender. Ads Manager helps you pinpoint the exact demographic with these little choices that you make.
You can choose all for unisex products or services, and you can choose Men or Women as per the case with the product. Facebook saves you from approaching women while you sell boxer briefs.
Not as important as the audience (because advertising is all about the audience), but placements play an important role, especially because of the interests and behaviours of the audience that you define in this part.
Take a look:
Browsing through interests and behaviours made it even easier.
For example, I wrote “sports” in the field and here are the suggestions that I got:
You can also browse interests, behaviours and demographics etc. by clicking the “Browse” button:
Another very important feature is “Exclude People”. You have included those who you want to target, but you want to exclude those who are not your ideal audience. This saves your ad budget and you get better data.
Another useful feature is “Add a connection type”.
If you want to target to people who like your page or friends of them or you want to exclude those who like your page etc., pick one of the options available here.
There is a separate heading of “Placements”.
Under that, there are only two options to be made: Automatic Placements (recommended by Facebook) or Edit Placements (customize).
While in the case of Automatic Placements, all you have to do is to tick that, in the case of “Edit Placements”, you have many choices to make.
Choose whether you want your ad to show in feed, right column, stories, Instagram or Messenger etc.
Take a good look here.
While for beginners Automatic Placements seems to be the better choice, you can go for customized placement option especially to tweak the Device Types.
Budget & Schedule
This is the last section under Ad Set and once you have made your choices here, you are done with tweaking the Ad Set.
Take a look here.
A better practice is to go for them as little daily budget as Ads Manager allows to you. In the beginning, you will see how your budget is working and what data you’re getting from that.
Then increase the budget as well as the time period for which you want to run the ad. This all depends on your strategy.
There some advanced settings in the budget and schedule section, you can try them when you learn enough about Ads Manager. Take a look here:
For example, we chose “Engagement” as our campaign’s objective, in this section (once you clicked “Show Advanced Options”), you would get options to choose from “Post Engagement”, “Impressions” and “Daily Unique Reach”.
You can consider all of them as advanced options for your campaign objective. Tweaking these options help you optimize ads for more targeted delivery to only those who actually need your products or services.
Then comes Big Strategy.
You can do a lot of things here, but as long as you’re a noob don’t go for these options. One of these options is Scheduling. You get to choose whether you want to run ads all the time or based on a schedule.
Your choice in this respect is subject to how you scheduled your ad at the beginning of the Budget & Schedule section.
Another choice to make is in terms of Delivery Type. If you’re new, go with Standard and Facebook will give you results for the entirety of your campaign. It means that you’ll be getting engagements till the last day.
If you want to try and test all the options, Accelerated delivery will spend your budget and get you the results as quickly as it can.
Caution – In case you made some basic mistakes (that noobs always make) in defining your audience and in case you chose Accelerated delivery, your budget will be spent on the carelessly chosen audience before you’ll get time to make amendments.
So, in the beginning, when you’re learning to laser target the audience, it is better if you tried the Standard delivery option.
And with this last touch, we are done with the Ad Set. Now we will talk about the last part of Facebook Ads Manager magic: Ad itself.
F. Create an Ad
This is what all the pain was for. In this part we do not do much except deciding ad’s format, create ad media and ad copy and define other details like ad’s name etc.
Let’s do it!
Well, this is not an important bit, but just for the sake of better organization, make sure that your ad name reveals ad set’s name and number it to make it easy for yourself to remember how many ads you have under particular ads set.
For these reasons, I named it “Nike Spring Season – Ad 1”.
Choosing Between Ad or Existing Post
You know that Facebook allows the pages to boost their posts that have really good engagements from the existing visitors of the page.
When you go about selecting an ad, you can either create a new ad with a few words, and image and a CTA (call to action), or you can choose a post from your page and boost it.
Just to let you know, when you choose to “Use Existing Post”, Ads Manager asks you to choose the page from which you want to boost a post and then select the post.
For now, we will go with creating ads and I will discuss an amazing feature that was recently offered by Facebook.
- Format – Media – Links
In this part, we choose the Ad’s format. It can be a single image, a video or a slideshow of multiple images.
The other option is a relatively new option and that is to “Add an Instant Experience” option. Instant Experience is actually a short sales page that your audience will see when it will click your ad.
As you can see, you can either go with the available templates or build a custom instant experience, which is something simply not for a noob, but you can try it.
Click a template and you would see the same type of options that you see if you go with a simple ad. You need to add images or video, optimize it for mobile as well as desktop devices and write CTA for the button etc.
Same are the options when you go for a simple ad, expect it’s very simple; just choose the video or image(s) add the ad copy, add the CTA and the URL link – the job is done.
When you’re done with everything, just click the green “Confirm” button on the bottom right or click review if you want to see if there’s something left.
Cha-ching! That’s right! You heard the money speaking to you. Now go make your first ad and use these practices to optimize it with 100% success rate.