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Media and Communications

How To Make Facebook Ads

How To Make Facebook Ads


– With more than a billion
active users, Facebook dominates the
social media landscape. And with the high cost of traditional advertising
and marketing, marketing on Facebook’s
extremely cheap platform is a no-brainer and
anyone can do it. However, to make a killer ad
that drives profits, it takes skill. Today, I’m going to walk you
through the process from start to end, so you can
start making your very own killer Facebook ads. Let’s get started. This video assumes that A. You’ve set up
a business account. B. You’ve set up an ad account. And C. You’ve been granted access
to run Facebook ads on a Facebook page. Now, if you don’t have all this,
you can Google this after this video and find this information readily
all over the internet. So, there are several layers
to a Facebook ad. First there’s the visual element,
the image or video that goes with your ad,
then there’s the written element. The status update or the
description for an externally linked website that goes
with your ad. Then there is also the deployment
stage where you’re going to decide what geographic area,
how old are the people that you’re going for, are they
male, are they female, both. What are their tastes
and preferences. And then there’s the
analytical part. You’re going to go look at your
ads and analyze the data that’s coming in and see where
you can improve. You’ll need to craft a message
and to start, research your audience. Who do you want to target?
What are their interests? Their values, average age,
where do they live? This will influence everything
that you put into the ad from the image
to the targeting. A great place to start is on
Facebook page insights. Here you can see a breakdown
of the age, gender and the area people live in that
have already liked your page. If you’re trying to branch out
to a new audience, start using Google to learn more
about the people you’d like to target. Now, you have several types
of ad options. It can be an illustration or one
of Facebook’s stock photos. However, in my experience,
the best ads are of the actual product or
someone using your service. Beautiful photography and video
will attract more attention than generic images ever will. The most common way to capture
a high quality image or video is with a DSLR camera. I use a Canon 80D with the
camera on zoom lens. However, something as simple
as high-end, prosumer DSLR like a Canon T6i and a standard
kit lens will do. Without going into detail, you’ll
need to be conscious of lighting and if you’re shooting video, you’ll also need to be
conscious of audio. After capturing a great picture
or video, take it step further and edit it in an imaging program
like Photoshop or Premier Pro for video. And maybe an audio program
like Adobe Audition. Tweak the image quality
to make it look perfect. Maybe take out or add elements. It’s important to note though,
that Facebook has a 20% text rule. Meaning that, any image that has
more than 20% text will be penalized or even not shown
at all if there’s too much text. Facebook has decided that this is
in the best interest of their users. Depending on the type of ad run,
you’ll need to crop an image to a specific pixel
height and width. Video has its own set of rules. All of this can be found on
Facebook’s help page. Or you can do what I did and just
so a basic Google search for Facebook ad dimensions. If you’re using music,
it needs to be royalty free. This means that the music is
intended for commercial use. Otherwise, Facebook won’t run
your ad at all or your video for that matter. For music, I use Audioblocks.com. Generally, you’ll want to keep
your status updates and link descriptions short
but not too short. An appropriate length
for a status update should be about
90 characters or less. Again, you can find Facebook
suggestions on their ad guide and I stick to this rule
about 75% of the time. Now, if you have big ticket item
like a house, you may want to provide a great first sentence
followed by plenty of information about the house. However, don’t use any more
information than needed. Generally, the higher the price,
the longer the written status update should be,
in my experience. Some great ways to encourage
engagement and click-through rates are asking stimulating questions
using witty humor and offering ways to solve your
audience’s pain points. Be careful not to target specific
races or age groups in your ad. This goes against Facebook’s
policy and can get your ad pulled. It’s better to describe
the product itself. There’s two ways to set an ad, you can advertise an existing
post on your page, meaning that you make a status
update or a scheduled status update and then make
an ad based off of that. Or you can make an ad that won’t
show up on your Facebook page. To do this, you’ll need to go to
Facebook’s ad manager. Don’t forget to login to
BusinessFacebook.com to access this option. First, you’ll need to
select the account, from there you can set an ad. Currently, the button is on
the upper right hand corner. From here, you’ll need to choose
the type of ad that you’d like to run. There’s a lot to choose from, so be sure to read the
description carefully. I typically with a small business
selling a product or service. Types of ads that I run are:
clicks to website, brand awareness, video views
and page likes. Now, we’ll need to define
our audience or put simply, who will
see our ad. Typically, I’ll go back and forth
between the options to define an audience to
maximize my ad’s estimated reach. This can be found on the right
hand side of the page. But for simplicity’s sake,
we’ll start up at the top and go down to the bottom. First, to find your geographic
areas, where do these people live? You can get as specific as an
exact latitude and longitude point and as broad as whole countries. And you can choose more
than one point. I’ll just type in the city that
I’d like target and narrow the radius to 10 miles. From prior experience, I know
that the age group to target for this ad is between 20 and 65
years and both men and women. A wide range to choose from but
this city has a small population. Now you can get very specific
with interest and demographics. Type in the search bar for
interests, demographics, behaviors of the people
that you’d like to reach. Keep an eye on the
estimated reach. Adding more groups doesn’t always
mean increasing views. If a group or interest brings
your reach down, you can remove it. Or if it doesn’t matter to you,
ignore it altogether. Another option is to
exclude people. For example, if you have a high
ticket item, you may want to exclude people of a lower
income bracket. It can be a great way to make
sure that you don’t waste costly views on people that you
don’t want to see your ad. Connections are
inapplicable here but feel free to explore
these yourself. While Facebook recommends
automatic placements, I never use this option and
always edit my placements. You’ll automatically share your
ads in an Instagram’s feed which is different from
Facebook’s and people have different
expectations. I’ve made my ads for Facebook,
based on the research I’ve done. No need to waste my money
on Instagram. Sometimes removing the option
to display an ad on the right hand can increase
reach as well. And it’s been debated whether
people pay attention to this area in Facebook. Many people believe that people
have blocked out the right hand side and don’t even see it anymore. Ultimately, the call
is up to you. From here, you’ll need to
set a budget. Of course, the more money you
spend, the more reach you’ll have and you can choose from a
lifetime budget or a daily budget. The advantage of having a
lifetime budget is that you’ll get to choose the times
your ads will be sent out. Have a restaurant? You can make sure to spend
money on ads only from 8:30 am to 10 pm,
when you’re open for business. Now set your start and end date. There’s an option to have an
ongoing ad with no set end date as well. Unless you’re made up of
unlimited money or working for a large corporation,
set an end date. Speaking from personal experience,
you don’t want to forget about an ad and be charged money that
wasn’t in the budget. We’re dealing with a small company
in an area with a small population. I’ll set a small budget of 10
dollars a day for seven days. I create new ads every week
to prevent ad fatigue. Next, you can optimize
your ad placements. Typically, I leave this section
alone but there are special circumstances that could
warrant changing these options. Take a look for yourself to see
if they’ll apply to you. Now, after all this, you can
set a name for your ad set and click continue. So what type of ad will you run? If you’re not using an existing
post, you’ll have a variety of options to choose from. Check out the specifications on
the right hand side and double check that your
ad is in compliance. You can upload a video or use
one from you existing library. We already did our homework so we’ll just have to
make the right choice. Scroll down to create the text
that will go with your ad and see how it will be displayed
on the right hand side. You’ll also have the option to
place a URL for a redirect to a website if you’re
using an image. Be sure to review all the settings
and when you’re ready, hit place order. Now, hold on,
you’re not done yet. We’ll need to track our ad
to see how it’s doing. Going through ad manager, you’ll
be able to see your campaigns. Select the one that
you’ve deployed. You can see your reach,
how much you’ve spent, your schedule, et cetera. Click on the audience set
to learn even more. Once you’ve reached over 500
impressions, you’ll be able to see your ad’s relevance score. This is a score from one to 10
with 10 being the best, one being the worst and it tracks
the interaction between you and your audience. You’ll also be able to see the
demographics that are responding to your ad. If things are looking great
or you see a specific type of person responding to your ad,
you can edit your targeting. If it’s doing well, you have the
option to create a similar ad or if it’s doing terrible, you can
delete the ad set all together. You’re billed at the end of the
month or if it’s your first ad, you’ll be billed at 50 dollars
then at 500 dollars. If you follow these steps, your
ads will only get better and better. You’ll increase engagement, have farther reach for less money
and most importantly, drive sales. Do you have your own tips for
making great Facebook ads? Let me know in the comments, I love it when I learn
something new. If you have questions, again,
let me know in the comments or feel free to send me
a private message. Thanks for watching. Now go make some awesome ads,
increase engagement, drive sales, and remember to
always be learning.

1 thought on “How To Make Facebook Ads

  1. Couldn't I just create an ad that directs the user to another website or facebook page not necessarily affiliated with me?
    Do facebook ads HAVE TO be intended for business owners?

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