A complete Step-wise guide to becoming a Facebook Ads Manager in 2021. Facebook is an incredibly vast platform, compact with over 2.6 Billion users and 6 Million marketers, who are ready to advertise their products on the platform. It paves an easy path for businesses to reach their prospective customers.
You can create business groups or pages to produce lucrative content to attract users. However, the Facebook market is highly money-minded; it intentionally affects its organic reach, stopping your page to grow further. This leaves no choice for marketers but to run paid ads to ensure they reach like-minded people.
Facebook is a major social media platform that makes 98% of its revenue selling ads, and there is no way it is leaving the market. So, you need to up your promotional game and become an expert on Facebook ads. Acknowledging our reader’s concerns, we have created this guide to answer all your questions and help you establish your first Facebook ad campaign.
What is Facebook Audience Manager?
Facebook audience or ads manager is a tool provided by Facebook that allows you to run and manage your paid advertising campaign on Facebook. It is an all-in-one tool that allows you to run, manage, and track your ads on platforms like Facebook, Instagram, and WhatsApp.
Ads manager is a highly technical tool, but it can be used by beginners as well.
The best part about this tool is that it gives real-time data on likes, views, comments, and engagements on your ads. With such data, you can take an important business decision and improve your ad campaign.
Now, you can also get the Facebook Ads manager application on your phone.
With the Ads Manager app for iOS and Android, you can monitor your campaign while you’re on the go and still have access to important KPIs like engagement levels, likes, comments, reach, and so on.
Wherever you are, you’ll have the power to create and edit ads, track their performance and manage ad budgets and schedules. Convenient push notifications are some other added benefits of this application.
Here are some other advantages associated with it:
1. Create ad campaigns.
In Ads Manager, you can select campaign parameters such as your objective, goals, and audience. You can also include your ad creatives and create a copy for maximum benefits and traction.
2. Review and edit your campaigns.
Ads Manager makes it easy to edit and review your ad budget, audience, placement options, and creativity. Another great feature of this tool is that it also allows editing multiple ads in bulk. So, you can pause, launch, edit and re-launch your ads at any time with Facebook.
That’s cool, right?
The 2-Step Formula to creating your Facebook Ads Manager Account
Facebook Business is a tab that effectively allows you to manage your Facebook Ads campaign settings. The platform acts as a governing body that gives you full access to optimize your ads and deeply analyze their performance. You need a dedicated Facebook Ads Manager account to perform the following functions;
- Manage multiple ads at a time: Many businesses run various ad campaigns to reach their targeted audience. Through Facebook Ads Manager, you can easily manage those ads along with proper analytics.
- Proper Reporting: It is extremely crucial to have a proper channel that guides you about the performance of your Facebook ads. Setting up a manager account offers you a vast dashboard that contains all the major analytics reports.
- Dedicated user role: The Facebook Ads Manager allows you to define user roles according to their activities on the account. This helps businesses limit the access of information to each user.
Now, let’s quickly dive into the significant steps that you need to accomplish to set up a Facebook Ads Manager Account.
1. Log-in through Facebook Business
Your primary step would be to create your Facebook Business account using business.facebook.com. If you already have a personal account, we would advise you to continue with that. Facebook sometimes acts weirdly and bans accounts if it finds anything suspicious.
However, if not, you can create a new account by filling out the required information like Business and Admin name along with a Business email address. After this, you can click submit and verify the email address.
2. Assign user labels
Now that you have created your Facebook Business account, Facebook allows you to add partners in the Business setting menu. Here, you can label them either of the following options:
- Ad Account Admin: This is the highest label in the lot, allowing you to manage all the Facebook Business account details. This person handles all the payment information and specifies the spending limit and other billing information.
- Ad Account Advisor: As the name suggests, this is for the people responsible for creating and editing Facebook ads. However, this person is limited to access the account’s payment information.
- Ad Account Analyst: This label is for professionals who want to analyze the ad to offer any further suggestions to the Advertiser and Admin.
The last thing would be to add your business page from the Accounts tab into the Business setting menu. Ensure that you also make business information changes using the business info option in the setting menu.
Design your first Facebook Ad campaign
1. Enable Facebook Pixel
Before creating your ad, your primary step should be to integrate Facebook Pixel.
It is the most prominent analytics tool that helps businesses estimate future advertising’s performance by analyzing their website’s actions.
Facebook Pixels aids business to:
- Identify the right audience for their ads.
- Drive sales.
- Measure the efficiency of your ad.
2. Define your ad goals
After you have successfully integrated your Business page into the platform, you must see a dashboard where you will find a CREATE tab in the top left corner of the screen. Here, you get multiple options to define your Facebook ads’ awareness, conversion, and consideration aspects.
Let’s take a broader look at this:
- Brand awareness: It is used to create market awareness for the brand.
- Reach: This is used to develop a mass campaign to reach the maximum number of people possible.
- Engagement: It is here to capture maximum engagement by launching a special offer.
- App installs: As the name suggests, this increases the app downloads.
- Video views: This is for people who want maximum views on their video.
- Lead generation: This is the best way to capture potential leads.
- Message: It encourages people to message others through Facebook Messenger.
- Conversions: This is used to motivate customers to sell through the ads.
- Catalogue sales: This enables marketers to show personalized catalogue items by analyzing their actions on the platform.
- Store traffic: It is mostly done to attract a nearby audience to physically visit the store.
3. Estimate a budget
Now, you will see a dashboard that will ask you to tick the most suitable option that aligns with your Facebook goals, starting with estimating a budget.
Here, the platform offers you to select either of the option mentioned below:
- Daily Budget.
- Lifetime Budget.
As the name suggests, you can set daily budget limits after analyzing the ad reach and estimated conversions in the first option. In contrast, the Lifetime budget determines the total amount that must be spent on this ad once and for all. In our opinion, you must sign up for the Daily Budget, as ads’ objectives keep changing, and it will make no sense to go for an obsolete marketing campaign.
4. Define your audience
Your Facebook ad is made for a specific user group. And as you move forward, the platform will ask you to define your targeted audience. You must narrow down your audience requirement, eventually minimizing all excess competitions.
You can bifurcate your target group into the following categories:
- Location: Here, you can define the geographical location of your target audience. Facebook Business further bifurcates into the following categories:
- People who recently visited the defined location.
- People who live in the following location.
- People travelling to this location.
- People who have their home on or near the defined location.
- Age: Through this, you can highlight your targeted audience’s age to whom you want this ad to be shown to. It can be anywhere between 18-65 years.
- Detailed targeting: Another aspect could be to define the behavior and interest of your targeted audience. Here, you mention those characteristics that separate the defined user groups.
5. Select where you want to post the ad
Facebook Business offers multiple platforms to run your ads like:
- Audience Network.
All these platforms are sub-categorized to offer a narrower market, aiming to provide higher conversions. You can also go for Automatic placements, where Facebook itself places the ad optimizing your requirement.
6. Create a compelling ad copy
No steps would matter unless the advertisement copy does not do its magic.
You need to ensure that you develop an ad containing appropriate photos, videos, links, headlines, and CTA; in short, every element makes the visitor click on the ad.
How to conduct effective reporting of your Facebook ad campaign?
After you have successfully launched a Facebook ad, it is imperative that you effectively analyze the results to sum up the outcome of your effort.
The dashboard contains two major components: the column, and the breakdown. These will help marketers create customized reports according to their interests.
Let’s discuss both of them:
It contains multiple pre-set options you can use to create a useful report. These are:
- Performance: Results, Costs, Reach, and Amount spent.
- Delivery: Reach, Frequency, Cost-per-1000 people reached, Impressions, CPM (Cost per 1000 impression).
- Engagement: Post reaction, Post comment, Post saves, Post shares, Link clicks, Page likes, CPC (Cost Per Click).
- Video engagement: 2-second video play, Cost per 2s views, etc.
- Carousel engagement: Reach, Frequency, Impression, Link clicks, CTR, CPC, Actions, etc.
- Cross-device: Mobile app installs, Cost per app install.
- Offline conversion: Offline purchases, Cost per purchase, Offline leads, etc.
- Messenger engagement: Impressions, Link clicks, Messaging conversions, New messaging connections, On-Facebook purchases, Cost-per-purchase.
However, if you aren’t impressed by these pre-sets, the Column section also allows you to create customized reports by offering you multiple other options to mix and match to get optimum output.
The following column is used to further breakdown the report into three major categories:
- By time (Day, Week, 2-week, Month).
- By delivery (Age, Gender, Business locations, Country, Region, Platform, Product ID, etc.).
- By action (Conversion device, Destination, Video type, Video sound, Carousel card).
You can easily select the most appropriate option after analyzing your requirements. The dashboard contains almost all-important pre-sets, which will help beginners develop a report that can be efficiently looked upon.
The reports can be exported to your device; you can also share its link with the concerned person if you want to take the other person’s opinion.
However, the platform also offers detailed analytical insights that provide exact numbers on how many people were reached, the most engagement, and the total amount spent on the ad. Various effective reporting techniques can be customized to offer many detailed results.
Many small business owners wish to advertise their products on a giant platform like Facebook; however, they are mostly scared of the outcome. In contrast, the Facebook Business dashboard is straightforward to use without needing any technical guidance. You can always refer to the above article in case of any doubts and feel encouraged to market your product.
Use this guide run to create an award-winning Facebook ad campaign. We have tried our best to complete an A-Z of Facebook ads manager in this guide. You can also consider sharing it with your friends, other business owners, with the people who are looking forward to learning a thing or two about Facebook ads manager.