Pete walks through creating Facebook ads in Ads Manager: pick a campaign objective from 10 options, define your audience, set a daily or lifetime budget, design ads as links or carousels following Facebook specs, choose placements like mobile newsfeed, and track metrics that match your goals.
Questions this video answers
10 objectives.
US$1 (and must be at least two times your CPC/cost per click).
Three to five images.
Chapters
Hi, I'm Pete from HubSpot, and today I'm going to show you how to run Facebook ads. If you enjoy this video, don't forget to like it and subscribe to our channel. Post any questions or suggestions you have in the comments below. When setting up a paid Facebook ad, there are a lot of boxes you need to check. Are you targeting the right people? Are your image dimensions to scale? Are you running the right type of ad? It can all get a little confusing. To help you out, we've put together a checklist to help you keep all your campaign details straight. First, you'll need to determine the most appropriate editor in Facebook to create your ad. Facebook offers two different tools for creating a paid the Ads Manager and the Power Editor. To decide which one is the best fit for you and your goals, you'll want to consider both your company size and the number of ads you plan to run at once. The Ads Manager is a straightforward fit for most companies looking to get started with Facebook ads. The Power Editor can be a good alternative for larger advertisers who are looking for more precise control over a variety of campaigns. For the sake of this video, we're going to use Ads Manager. Next up, it's time to choose an objective. Facebook's Ads Manager is designed with your campaign objective in mind. Before getting started, Ads Manager will prompt you to choose an objective for your campaign. There are 10 different objectives to choose from. The list includes everything from sending people to your website to getting installs of your app. By choosing one of these objectives, you're giving Facebook a better idea of what you'd like to do. This lets them present you with the best suited ad options. Let's say for the sake of this video that you're looking to drive more traffic to your website. When you select this option as your objective, you, Facebook will prompt you to enter the URL you're looking to promote. Facebook will then display the ad option best suited to achieving this objective. Next, it's time to choose your audience. If you're just starting out with paid advertising on Facebook, you'll probably have to experiment with several different targeting options until you reach an audience that gets you the results you want. To help you narrow your focus, Facebook's targeting criteria are accompanied by an audience definition gauge. This tool, located to the right of the audience targeting fields, takes all of your selected properties into consideration to come up with a potential reach number. If you're wavering between choosing a specific audience over a broad one, consider your objective. If you're looking to drive traffic, you'll probably want to focus on the type of people you know will be interested in your offering. However, if you're looking to build brand awareness or promote a widely appealing offer, feel free to focus on a more general audience. Facebook's built in targeting offers a ton of options, including things like location, age, gender, languages, and a lot more. You also have the option to select a custom audience. This allows you to target people on Facebook who have interacted with your company before. For instance, you can target people who are in your company's contact database, visited a page on your website, or already use your product. Once you find a group that responds well to your ads, Facebook allows you to save these audiences to be used again later. Next Set your budget Facebook offers advertisers the option to set either a daily budget or a lifetime budget. If you want your ad set to run continuously throughout the day, you'll want to go with a daily budget. Using a daily budget means that Facebook will pace your spending throughout the entire day. Keep in mind that the minimum daily budget for an ad set is US$1 and must be at least two times your CPC or cost per Click. If you're looking to run your ad for a specified length of time, select Lifetime Budget. This means that Facebook will paste your spend over the time period you set for the ad to run. Now it's time to create your ad. How you design your ad all depends on your original objective. In our example, we want to increase the number of clicks to your website. Facebook's Ad Manager suggests the Click to Website Ad options for this objective. This particular ad option is broken down into two formats, links and carousels. Essentially, this means that you can either display a single image ad which is called a link, or a multi image ad called a carousel with three to five scrolling images at no additional cost. A links ad will be displayed like this and a carousel ad will be displayed like this. Once you decide between the two, you'll need to upload your creative assets. It's important to note that for each type of ad, Facebook requires users to adhere to certain design criteria. Make sure you check their help documentation and match your character count and image dimensions accordingly. Once you select an ad type, the Ads Manager will prompt you to identify how you'd like to display your ad. The three main options Desktop Newsfeed, Mobile News Feed, or Desktop Right Column. Once your ads are running, you'll want to keep an eye on how they're doing. To see their results, you'll want to look in Facebook Ad Manager. Facebook's Ad Manager is a sophisticated dashboard that provides users with an overview of all their campaigns up front. The dashboard highlights an estimate of how much you're spending each day. The dashboard is organized by columns, which makes it easy to filter through your ads so you can create a custom view of your results. Key numbers like reach, frequency, and cost are easily available. This makes reporting on performance a no brainer. Remember, you don't have to track everything. In fact, you shouldn't. Before you run your first ad, decide what business goals you want your Facebook ad strategy to solve for, and keep track of metrics that best reflect your success in those specific areas. Thanks for watching. If you enjoyed this video, be sure to like it and subscribe. Let me know how you're doing in the comments below.
