With more than 1.3 billion Facebook users worldwide, Facebook Ads can reach an audience seven times bigger than a Super Bowl’s television audience. If you’re not looking to go global (which is most likely the case), you can target Facebook Ads to specific demographics (location, gender, relationship status, education, brand preferences, musical tastes, and so on). You can even target specific segments within your customer base!
Facebook’s ad platform makes it easy to create your ad, select your target audience, set your budget, set a start and end date, and measure results. Ads can be purchased based on cost per impression (CPM) or cost per click (CPC). And unlike Google ads, Facebook Ads allow advertisers to leverage Facebook’s social graph — a massive collection of every Page, group, app, and interest liked by Facebook fans.
Facebook also lets advertisers target customers, segments of email subscribers, and even people who visit specific pages on their websites.
In this article, I show you how to use Facebook Ads to drive traffic to your website, increase your Facebook Page fan base, and increase engagement on your Page posts. I introduce you to the available advertising options and how to use them. I offer tips on determining your advertising budget, targeting your audience, writing ad copy, uploading an effective image, and designing an ad. Finally, I help you create your landing-page strategy and evaluate your ad’s effectiveness in fulfilling your marketing goals.
Introducing Facebook Ads
According to Facebook, there are 1.07 billion mobile monthly active users, as of June 30, 2014. These consumers spend more time using Facebook than any other social network, Google, or Yahoo!. In fact, a 2012 comScore study found that people spend almost twice as much time on Facebook as they do on Google. This makes sense when you remember that Facebook has become the most popular way for people to connect with their friends.
Facebook Ads also allows you to form a sustained relationship with potential customers. By linking the ads to your Facebook Page, you can keep the user engaged within the Facebook environment.
Consider AARP: a great example of using Facebook Ads to build sustained relationships. AARP’s goal with Facebook Ads was to increase awareness of its brand and offerings. The organization wanted to change how people perceive AARP as a brand. Its core audience is people between 45 and 64 years old with interests including travel, finance, and sports. AARP used Facebook Ads to deliver compelling photo and video ads to 11.2 million Americans ages 45 to 64, leading to a double-digit increase in brand relevance among its core audience.
The content highlighted people doing inspirational things.
According to Nielsen, 14 percent of 45- to 64-year-old Americans saw AARP’s ads in their News Feeds. Nielsen also reported a 29 percent increase in this group’s desire to find out more about AARP and a 24 percent increase in willingness to recommend AARP to a friend. Pretty amazing results!
Using Facebook Ads as part of your overall marketing mix
The worst possible way to use Facebook Ads is to use them as the sole tactic within your marketing strategy. It may be tempting to think that because you’re paying for ads, you’ll automatically get a good return. But lacking a plan that incorporates all of your marketing channels usually creates less-than-satisfactory results.
In other words, you have to include other channels — such as email marketing, in-store promotions, and radio ads — in your marketing strategy. The more you combine all channels in a cohesive ad strategy, the more results you’ll get from each channel.
All this ties back to having a clear objective and a clear understanding of your audience. An email marketing campaign to promote your Facebook Page, for example, will be more effective if it’s combined with a Facebook Ad for your Page that’s geographically targeted to where most of your email subscribers are located. A Facebook user who isn’t a Page connection (fan) but is on your email list will be more likely (pun intended) than someone who isn’t a newsletter subscriber to like your Page because she gets twice the exposure to your campaign.
You’ve heard the phrase “A rising tide floats all boats”? Well, integration is the tide that lifts each boat within your marketing arsenal. A Facebook Ad is just one type of boat in the harbor.
How Facebook Ads Differ From Other Online Ads
Facebook Ads leverage relationships and connections between friends, which makes Facebook Ads different from almost every other type of Internet ads. Banner ads target the assumed audience of a specific website. SportsIllustrated.com has banner ads that target mostly men who like sports, for example, and Google ads target people based on what people search for online. The great thing about Google ads is that they target people who are looking for something they need. But those ads can’t target people before they express that desire by searching for it on Google.
Facebook Ads, however, target people based on their precise interests and also on people’s connections to your business. A hair salon, for example, can target an ad to the Facebook friends who liked that salon’s Facebook Page. This second feature — connections — is what sets Facebook Ads apart from any other kind of ad. Facebook calls this extremely complex network of connections the social graph.
Facebook’s targeting options
Targeting your audience is as important as the ad itself, and Facebook allows you to specifically target only the audience you desire. To understand exactly who you should target, start developing personas, or personality characteristics, represent your target audience. Personas are simply imaginary prospects or clients with entire backstories, quirks, challenges, and needs for what you offer.
The real value of personas is in how you imagine each of them reacting to your products or services. Well-developed personas can make it easier to target your ads on Facebook effectively. Take Jane as an example. She’s a 30-year-old professional who works in downtown Boston. She doesn’t have a car because she wants to lower her carbon footprint, but she loves meeting up with friends on Cape Cod to go surfboarding. She’s smart and very selective about what she shares online. Jane would be a persona for Zipcar, Zappos, and REI because these companies cater to customers who are environmentally conscious.
You can also use Facebook Graph search to research the interests and Pages liked by your Facebook fans. Entering the phrase Pages liked by women who like [name of your page] in Facebook’s search box gives you a list of the most popular Pages with your female Facebook fans.
Here are some ways that you can target ads on Facebook:
- Targeting by location: Facebook allows for precise location targeting based in part on your profile data and the IP address of the computer that users log in with or their precise country, state/province, city, or postal code. Most cities in the United States, Canada, and the United Kingdom allow you to expand the targeting to surrounding areas of 10, 25, and 50 miles if you target specific cities.
- Targeting by interests: Facebook lets you define your target audience by using terms people include in their Facebook profiles. These terms may be drawn from people’s interests, activities, education, and job titles; Pages they like; or Groups to which they belong.
- Targeting by connections: You can target people who are already connected to your Facebook Page or people who aren’t already connected to your Page so that your existing fans aren’t shown your ad. You can also target the friends of people who are already connected to your Page, which is a powerful feature because friends of fans are more likely to become fans themselves. (Birds of a feather flock together.)
- Targeting by email: You can target specific people within an email list — such as, for example, customers who made a purchase in the past year. People on your email list are highly qualified by definition. Being on your email list is a very conspicuous expression of their interest in your product or service.
- Targeting by website visits: You can target people who visited a specific page on your website, such as a page promoting a product or service. As you can imagine, this feature can be highly effective. Many visitors won’t purchase a product right away, but a Facebook Ad reminding them to return to your page often encourages them to complete the purchase.
To maximize the total reach of your campaign, start by casting a wide net (broad, general targeting). Then finely tune the targeting specifications until you reach an optimum balance between targeting specifics and the number of people targeted.
Setting Facebook Ad Budget
Facebook employs a bidding structure for its advertising inventory based on supply and demand. If there’s a greater demand to reach a specific demographic, the ad typically has higher bids.
For most ads, you pay for impressions — that is, the number of people who see your ad. Facebook optimizes your ad so that it’s shown to the people who are most likely to help you reach your goal. If you want more people to like your Page, for example, your ad will be shown to the people who are most likely to become fans of your Page.
Facebook has advanced options that provide a suggested bid for you based on what other ads that reach this demographic historically cost. For these options, Facebook offers two types of pricing:
- Cost per click (CPC): With CPC, you pay each time a user clicks your ad. If your goal is to drive traffic to a specific Page, paying based on CPC is probably the best performer for you. Ask yourself how much you’re willing to pay per click.
- Cost per impression (CPM): With CPM, you pay based on how many users see your ad. If your objective is to get as many people within your target demographic to see the ad but not necessarily click through, ads based on a CPM basis may be your best option. Ask yourself how much you’re willing to pay per 1,000 impressions.
You can monitor your campaign to see whether the ad performs at your given bid. You can also set a daily maximum budget.
Having clear goals for your ad allows you to more effectively select targeting criteria and whether to pay for CPM or CPC.
Creating Winning Ads
Before I go into detail about how to create an ad on Facebook, I want to tell you how to create compelling ads that drive clicks. In the following sections, I discuss ways to write effective ad copy and choose the optimal image. I also discuss the importance of knowing your audience and delivering incentives that are right for them. Finally, it’s important to know the restrictions that govern Facebook Ads so you create ads that are more likely to get approved.
Writing effective copy
Given a 25-character limit on the title and a 90-character limit on the body, you can’t waste a whole lot of words. Be direct, straightforward, and honest about your objective. Keep in mind that Facebook is also about building trust, and your copy must show openness and willingness to share and connect with your audience. Also note that when you use Sponsored Stories, your ad copy is provided by the update.
Following are four guidelines on Facebook Ad copy:
- Pose a question in your headline or in the body of the ad. Don’t be afraid to use a question mark where appropriate.
- Reference your target audience. By relating to your audience, you’re more likely to grab their attention. Consider giving shout-outs such as “Hey, housewives …”
- Be direct. Tell your target audience explicitly what you want them to do, such as “Click here to receive your free T-shirt.”
- Use influencers’ testimonials. To establish credibility, consider highlighting an endorsement, such as “Voted South Jersey’s best pizza.”
When you use keywords of interest to target an ad campaign, it’s always a good idea to include those keywords in the ad copy.
Choosing the right image
A picture is worth a thousand words. This is why ads accompanied by images overwhelmingly perform better than text-only ads.
Preferably, use images that are easily recognizable, aren’t too intricate in detail, and feature bright colors without the use of the blue that’s so strongly identified with the Facebook logo and navigational color scheme.
Here are four tips for selecting the right image to get your Facebook Ad noticed:
- If your image includes people, they need to reflect the demographic you’re targeting. People like to see people who look like them.
- Test different images with the same copy. When you test a single factor, such as the ad’s image, you can easily identify the stronger-performing image.
- An amateur photo style sometimes works better than stock photography. A more personalized approach can help you stand out in the crowd.
- Make your image stand out with a decorative border. Consider adding a branding element around the image or making the ad current. (During the holiday season, for example, add a decorative holiday border.)
Simplifying your offer
Because you have only a small amount of space to communicate your offer via your Facebook Ad, don’t waste words or overcomplicate things. Your call to action needs to be direct, clear, and easy to follow. Cleverness and wit aren’t as effective as the simplest words possible.
Devising a Landing-Page Strategy for Your Ads
If you’re familiar with online marketing, you understand the importance of making a good first impression with your ad link. Your landing page (as it’s known in advertising) is the page that opens when users click your ad. It can be an internal Facebook Page or an external website. All engagement begins on the landing page.
Successful landing pages provide an easy path to conversion, or realizing your goal. A conversion can include capturing user data via an input form, driving membership for your Page, getting people to sign a petition, or simply making a sale. Regardless of your objective, if your landing page doesn’t deliver the desired result, your campaign is worthless.
Facebook allows you to create ads that link to an internal Facebook location or an external website (URL). The following sections explain how to choose a URL destination for your ad.
Landing on a Facebook location
As a best practice when running a Facebook Ad campaign, link your ads to an internal Facebook location as opposed to an external website. For internal Facebook Ads, you can link to a Facebook Page, a Facebook Page update, an app Page, or an event Page.
If you’re advertising a Facebook Page, you can send users to a customized landing tab within your Page.
The bottom line is to bring visitors to your Facebook Page, where they’re just one click away from becoming fans. Because you have access to your fans’ profiling data, your fan base can become an extremely valuable marketing asset.
Keep these three things in mind to increase conversions on your custom tab:
- Include only one call to action. Present users too many options, and they’re less likely to take the action you want them to take. If you want them to join an email list, don’t also ask them to follow you on Twitter.
- Use as few words as possible. Most of the time, you should be able to cut your copy by 50 percent, which is easy to do when you think about what users need to know versus information that’s peripheral to that action. If users are entering their email addresses as a way to join a contest, for example, email them later with the less-important details about that contest.
- Measure conversions. If you’re focusing on acquiring emails on your custom tab, make sure that you create a unique web form for the tab. Most quality email marketing services allow you to track how many people are joining a list via each web form
Landing on a website
Facebook allows you to refer your ad visitors to an external web address (URL), provided that it adheres to the company’s advertising policies and guidelines at https://www.facebook.com/ad_guidelines.php.
Linking to an outside website offers you greater control of your landing page’s content, technology, and design. You may already have a finely tuned landing page that you prefer to drive ad traffic to, regardless of where the traffic originated, and you can employ much more sophisticated web analytics on your site than are presently available on Facebook.
Because ads can be purchased on a CPC basis, you can opt to pay only when a user clicks through to your Page, regardless of whether it’s an internal Facebook Page or a page on an outside website.
Making sure that your website is responsive
On a responsive website, the content (pages, text, videos, and photos) automatically resizes in response to the particular device that a viewer is using. Any website that you can easily view on both a mobile device and a web browser is responsive.
These days, having a responsive design is more important than ever, and it will continue to be important as an increasing percentage of Facebook users access the site on their mobile devices. At this writing, more than 75 percent of the 1.3 billion Facebook users access the site from a mobile device each month. If a user clicks over to your website and it isn’t responsive, he will be more likely to leave your website instead of buying your product or service, or joining your email list.
Creating a Facebook Ad
The process of creating Facebook Ads is very easy. Just follow these basic steps:
- Go to the Facebook Ads home page at https://www.facebook.com/advertising.
- Click the green Create an Ad button in the top-right corner. The Advertise on Facebook page appears, displaying the steps required to create an ad and/or Sponsored Story.
Step 1: Choosing your objective
It’s important to have a clear objective for your Facebook Ad. If you select a Page, app, or event for the destination, Facebook asks, “What kind of results do you want for your ads?”
Depending on whether you’re promoting a Facebook Page, a Facebook Event, a Facebook App, or an external website, you see several options.
The first step in creating a Facebook Ad is selecting your objective. Facebook has determined that there are nine objectives for Facebook Ads:
- Boost Your Posts: This objective helps you get more comments and shares, video views, and photo views for your Facebook Page updates.
- Promote Your Page: This objective helps you get more Facebook fans for your Facebook Page. Send People to Your Website: This objective helps drive traffic to your website.
- Promote Conversions on Your Website: This objective helps encourage specific actions on your website, such as making a purchase or joining your email newsletter.
- Get Installs of Your App: This objective helps you get more people installing your app on their mobile devices.
- Increase Engagement with Your App: This objective helps you increase engagement for your mobile app or desktop app.
- Raise Attendance at Your Event: This objective helps you increase the number of RSVPs for your Facebook event.
- Get People to Claim Your Offer: This objective helps you increase the number of people who claim your Facebook offer.
- Get Video Views: This objective helps you get more views for a video that you post on your Facebook Page.
Step 2: Creating your ad
After you select your ad objective, you see various options for creating your ad. These steps apply to all objectives except Boosting a Post:
- Upload images for your ad. You can add up to six images. Each image creates a different ad within an ad set. After your campaign starts, you can measure how audiences respond to these images and even suspend ads that aren’t performing well. To upload an image, simply click Upload Image. You can also use images you previously uploaded, search a library of Shutterstock images, or crop images.
- Write a headline. Facebook uses the first 25 characters of your Page for your ad headline.
- Write the body text. Enter up to 90 characters of text for your ad in the Text field.
- Connect your Facebook Page. If your objective involves driving people to a website, you can connect your Facebook Page to your website.
- Select your landing view. If you’re promoting a Facebook Page, you can select a specific view (otherwise known as a tab) as your destination.
- Create a call to action. If you’re driving traffic to a website or increasing conversions on your website, you have the option of adding a call to action. You can choose Sign Up, Book Now, Learn More, Shop Now, or Download.
Step 3: Targeting your audience
After you design your ad, you need to target your audience by selecting the targeting criteria. Think of targeting in terms of a bull’s-eye: The closer you get to the center, the narrower the circles are; the farther out you go, the wider the circles are.
To the right of Facebook’s targeting section, you see a number that represents the approximate number of people who will be exposed to your ad. The audience size shown changes as you add or remove targeting factors in the following steps.
If you reach too small an audience, your ad may not generate any click-throughs. Widen some factors, such as age range, or add surrounding locations to your targeting.
Follow these steps to target a specific audience for your Facebook Ad campaign:
- In the Location field, type the location in which you want your ad to be seen. You can choose among nearly 100 countries to target, and each ad can reach up to 25 countries. You can also drill down to the state/province or city level. For many cities, you can even specify up to 10, 25, or 50 miles surrounding the city.
- From the Age drop-down lists, choose the age range of the audience you want to see the ad. If you know your audience’s approximate age range, this step is a great way to target them. If you sell retirement homes, for example, you can target people 55 and older. To reach the widest possible audience, accept the default setting: Any.
- Select All, Men, or Women as the gender of your audience. You can target just men, just women, or both. By default, All is selected, making the ad available to the widest number of members possible.
- In the Languages section, select the specific languages you want to target.
- In the Interests section, choose precise interests or broad categories. To choose precise interests, simply type any keywords in the Interests text box.
When you start typing a term in the Interests text box, Facebook displays a range of possible keywords. These keywords are derived from Facebook member profiles — specifically from members’ interests, activities, education, job titles, Pages they like, or Groups to which they belong.
If the keyword you enter isn’t identified in enough Facebook profiles, it’s not statistically large enough to target. You can enter as many keywords as are relevant.
Step 4: Selecting your campaign, ad sets, budget, and schedule
Campaigns and Ad Sets are Facebook Ad features that allow you to organize your ads more easily. Campaigns and Ad Sets are like folders, and the largest folder is a campaign, which contains Ad Sets. Each ad set contains several Facebook Ads.
Here’s how to select the right campaign and ad set:
- Select a Campaign or create a Campaign. If you’ve created to campaign previously, Facebook will have your campaign selected. If you need to create a new campaign, simply click the “Change Campaign” link and enter the name of your new campaign. Think of the campaign as your overall objective, such as promoting a giveaway.
- Name your ad set. Name your ad set so that it describes the audience, campaign, or the type of ads contained within the ad set. You could name an ad set Moms in Boston, for example, to differentiate it from an ad set targeting moms in New York City.
- Set your budget. Your budget is the maximum amount of money you want to spend. You can set your maximum budget for a daily spend or for the lifetime of the campaign. Selecting a daily spend gives you the most control throughout your campaign, because it ensures that your ad will run every day during your ad schedule.
- Set your ad schedule. You have two options for scheduling. The first is to run your ad set continuously starting today. This option is not recommended, especially for new advertisers. The second option is to Set a Start and End Date radio button and then select the dates.
If you are a Facebook Ad novice, select a start and end date for your ads that are no longer than five days. This prevents you from wasting money while allowing you to maintain tight control of your Facebook Ad. You would rarely select Run My Ad Set Continuously Starting Today.
Step 5: Bidding and pricing
The final step in creating your ad is selecting the method for bidding. You can choose any of the following:
- Optimize for Page Post Engagement: If you choose to optimize your ad based on your page post engagement, Facebook will serve your ad to users who are likely to take that action. If you have an ad to promote your Facebook Page, your ad will be served to the people who are most likely to like your Facebook Page. Unless you’re a Facebook Ad expert, choosing this option will give you the best results.
- Optimize for Clicks: If you choose to optimize your ads for clicks, your ad will be served to the Facebook users who are likely to click the ad. You’re still charged each time your ad is served, but Facebook is serving that ad to people who are most likely to click the ad. You can also set your maximum bid for clicks (CPC). If you do so, Facebook suggests a bidding price. Again, it’s recommended that novices select Optimize for Page Post Engagement.
- Optimize for Impressions: Finally, you can optimize your ad to receive the most impressions. You’re charged each time your ad is served, based on your bid.
Ads are served on Facebook based on several factors, including your bid, competition for your audience, your target audience criteria, and your ad performance history. To set your Facebook Ad budget, follow these steps:
- In the New Campaign Name text box, type the name of your campaign. Campaign refers to a group of ads that share the same daily budget and schedule; it can consist of many separate ads. Grouping ads in a single campaign makes it easier to manage various campaigns and determine how each group of ads performs.
- In the Campaign Budget text box, set your daily maximum budget. You can also choose to set a lifetime budget and enter the amount you want to spend for the entire life of that campaign. The minimum daily spending amount is $1; you can run a Facebook Ad for as little as $1 a day, though a very small number of people will see it.
- In the Campaign Schedule section, specify when the ad runs. If you want the campaign to start today and run indefinitely, select the Run My Campaign Continuously Starting Today check box.
- In the Campaign Pricing section, accept or reject the suggested bid. If you’re satisfied with the suggested per-click bid, proceed to Step 7. If you prefer a different bid, click the Set a Different Bid (Advanced Mode) link. What you see in this step depends on the purpose you chose for your ad at the beginning.
- Select the bidding structure you want to use: Optimize for Impressions (CPM) or Optimize for Clicks (CPC). Facebook allows you to bid based on CPM or CPC. If you select Optimize for Impressions (CPM), remember that your bid represents every 1,000 impressions or ad views.
- Enter the maximum amount you’re willing to pay per click or per impression. The minimum allowable bid is 2 cents for CPM and 1 cent for CPC, although Facebook often rejects bids above this threshold that it deems too low.
- Click the Review Order button. The Review Order page appears, recapping your ad’s creative elements, targeting, type of bid (CPC or CPM), bid price, daily budget, and duration of ad flight (the time period that an ad runs).
- After you review your ad, click the Place Order button. On the following Page, this message from Facebook appears: “Your ad was created successfully. It will start running after it is approved, which can take up to 24 hours. Please check back once your ad is approved to monitor its performance. You can also edit your ad creative, or change targeting and delivery information below at any time.” After your ad is approved, you receive an email from Facebook notifying you of the approval and including a link to the Ads Manager.
Creating Boosted Posts
A Boosted Post is a type of Facebook Ad that creates exposure for specific posts on your Facebook Page. The types of posts that can be promoted include status updates, photos, videos, events, and milestones.
Promoted posts are labeled Sponsored and show up only in the News Feeds of people who like your Page (and those people’s friends). Promoted posts aren’t shown in the right column of Facebook. Promoted posts also show up in mobile News Feeds, which is huge considering the fact that more than 700 million users access Facebook from their mobile devices.
Creating a Boosted Post from your Facebook Page
Unlike other Facebook Ads, Boosted Posts are easy to create directly from your Page Timeline. To create a Boosted Post, follow these steps:
1). Click the Boost Post button in the bottom-right corner of any Facebook Page post on your Timeline. This button appears as long as you have admin status.
2). In the new window, select the audience you’re targeting.
Your choices are:
- People Who Like Your Page
- People Who Like Your Page and Their Friends
- People You Choose Through Targeting
The first two of these are pretty self-explanatory. When you select the third choice, People You Choose Through Targeting, however, the Create Audience dialog box appears. Here you can enter any of four different criteria for targeting your audience:
- Location: You can be as specific as cities or as broad as countries.
- Age: You can specify any range of people as young as 13 and as old as 65+.
- Gender: Male or female.
- Interests: Target people based on Pages they like, closely related topics, the apps they use, or the specific ads they’ve clicked.
Finally, before you leave the Create Audience dialog box, consider giving your target audience a name. This saves your selections for use in a future post. To do this, enter a name for your audience in the Name field; then click Save.
3). Set your desired budget for the promotion. Menu options vary depending on Page size. Remember, the budget you set is a lifetime budget, not a daily budget.
4). Next, select the run dates for your Boosted Post (to do this, first click More Options). Your choices are 1 to 7 days. If you want your ad to run longer, you’ll have to use the advanced advertising options.
5). Click Boost. A pop-up window appears informing you that Facebook has to review the ad. (This usually takes 15 minutes.)
6). If you haven’t purchased a Facebook Ad before, enter your credit card information at the prompt. This information will be saved as a payment option in your Facebook Ads account.
Viewing real-time analytics for Boosted Posts
You can see real-time stats on how your ad is performing. To do so, click the See Results (dollar amount) button below the post that you Boosted.
Creating Multiple Campaigns
Facebook makes it easy for you to duplicate an existing ad, change variables, and launch multiple multifaceted ad campaigns. An advertiser has several reasons for duplicating ads, including the following:
- Reach multilingual audiences: You can use Facebook’s language targeting on an ad-by-ad basis.
- Test which variables in ads perform best: By changing variables, you can optimize the campaign to the better-performing ads.
- Test different bids and models (CPC versus CPM): This setting enables you to determine which model is most economically efficient.
Facebook makes it easy to pattern a new ad on an existing one. When designing your new ad, you can copy an existing ad by selecting that ad in the Ads Manager and clicking the Create a Similar Ad link, which opens a new window.
Managing and Measuring Your Ad Campaigns with Ads Manager
After you create an ad with Facebook, you want to keep tabs on that ad’s performance. Facebook’s Ads Manager is your personalized hub where you can view all your ad activities and edit ad campaigns. To access Ads Manager, visit www.facebook.com/ads/manage.
Viewing performance data
Facebook does a good job of balancing the Ads Manager’s ease of use with powerful digital marketing features. In the Ads Manager, you see Facebook notifications — typically, messages from Facebook’s advertising staff updating you on new platform developments, which come at a fast and furious rate — as well as the latest information on your most recent campaigns. You also see your daily spend for the previous five days.
The All Campaigns page includes a table that features the most important data on your ad’s performance. You can view the following information:
- Status: Whether the ad is live or paused.
- Campaign name: The name you created for your ad(s).
- Delivery: Tells you if the ad is running or not.
- Results: The number of actions as a result of your ad. The action will be based on the objective that you choose.
- Cost: The average price paid for each action based on your objective.
- Reach: The number of people you can reach.
- Start date: The date your campaign started.
- End date: The date your campaign ended.
Viewing campaign details
To view campaign details, simply click the campaign name within the ad management table. On the resulting screen, you see graphs and a spreadsheet of details on that campaign.
Within the Campaign details page, you can view details for a specific campaign. In the top-right corner of this page, you can select the date range for which you’d like to view data. You can also pause the ad, edit the budget, or change the dates for the ad in the top-left corner of this page.
At the top of the page, a graph shows you the engagement your Facebook Ad generated (if your ad was for your Facebook Page or its post) or the number of clicks it received (if your ad was for an external website or an event). Engagement includes things such as liking your Page, but it also includes liking, commenting on, sharing a post, or clicking a link within a certain period after seeing your ad.
Above this graph, the following four data points appear:
- Page Engagement/Clicks: This statistic is called Page Engagement or Clicks, depending on the type of ad you purchased. If you purchased an ad to promote your Page or one of its posts, this number is the total number of times people have engaged with your Page or post.
- Campaign Reach: This statistic is the number of people who saw your ads.
- Frequency: This statistic is the average number of times a person was exposed to your ad during the campaign.
- Total Spent: This statistic is the total you spent on this campaign during the dates selected. Click the button below the graph to view the full report. Select the date range for the report and view the data including impressions, clicks, actions, CTR, CPM, and CPC at the top of the report.
Viewing the ad preview and targeting summary
At the bottom of a campaign ad page, you see a preview of your Facebook Ad on the left and a summary of who you’ve targeted on the right.
You can see what your ad looks like on a Facebook profile by clicking the name of the ad, which displays a preview. You can edit the ad or targeting information by clicking the Edit button in the top-right corner of this expanded section. Keep in mind that you can edit an ad only during a campaign, not when it’s finished.
Changing your daily budget
When setting your campaign budget, pay attention to your daily spend and performance results. Your daily spend is the maximum amount you’ve allocated for your campaign budget. Get some benchmarks for your campaign’s performance. If you find that your CTR is greater than 1 percent, consider lowering your bid, because a higher-performing ad gets preference over underperforming ones.
A difference of a few cents can be significant, depending on your total spend, so adjust your bids to maximize your return on investment.
You can change your campaign’s daily budget on the All Campaigns page of the Ads Manager in several ways:
- Click the budget amount for the campaign you want to change. A pop-up box appears, allowing you to modify your daily budget.
- Select the check box to the left of any campaign you want to edit. Click the Edit (number) of Rows option above the list of campaigns to change the name, status, or budget of any selected campaign.
You can also change your campaign’s budget and dates from the individual campaign view by clicking the Edit button next to the Budget listed at the top of the campaign details. When you do so, a new window appears, allowing you to edit your budget and the dates the ad will run. Changes are active within a few minutes. Any ad charges already accrued for the day are included in your new budget so that your account isn’t overcharged.
Understanding Other Facebook Ads Manager Features
The Facebook Ads Manager also includes several features and resources that help you save time and get more out of your Facebook Ads. This section provides a summary of these features and resources, which appear on the left sidebar of the Ads Manager.
Accessing your Facebook Page from Ads Manager
Clicking the Pages icon takes you to a single page listing all of your Facebook Pages (https://www.facebook.com/ads/manage/pages.php). There, you can view Insights for your Page, view Page notifications, and log in as your Page.
Creating and scheduling Facebook Ad reports
You can get reports delivered by email by clicking the Reports icon and following these steps:
1). From the Report Type drop-down menu, choose one of the following report types:
- Advertising Performance: Performance info that includes impressions, clicks, CTR, and money spent
- Responder Demographics: Demographic information about users who are seeing and clicking your ads
- Actions by Impression Time: The number of conversions organized by time your ad was displayed (impressions)
- Inline Interactions: Engagement on Page post ads, impressions, clicks, Likes, photo views, and video plays from your ads
- News Feed: How an ad performed in the News Feed; includes statistics about impressions, clicks, CTR, and position
2). From the Summarize By drop-down menu, choose the way you want your report summarized. Choose Ad, Ad Set, or Account.
3). From the Filter By drop-down menu, choose the ads or campaigns you want to include.
4). Set your time summary and date range in the Time Summary and Date Range fields.
5). From the Format drop-down menu, choose the format in which you’d like your report to be delivered. You can choose Webpage, Excel, or CSV.
6). Choose whether you want to include deleted ads in your report.
7). Click Generate Report.
On the following page, you can export the report by clicking the Export Report link in the top-right corner. You can also schedule the report to be delivered by clicking the Schedule This Report link in the top-right corner of the page. Just enter your email address in the resulting pop-up window and click Save.
Adding other users to your Facebook Ad account
Click the Settings icon, and you can change your address, set email notifications, and tell Facebook how you use ads (for business or personal use). Also, you can give other Facebook users access to your Facebook Ad account. Additional users can have general access to the account or can only view reports. Added users won’t have access to your personal Facebook profile or to any other ad account.
If you have more than one person in charge of marketing at your business, or if you work with a marketing consultant, consider adding that person as a user on your Facebook Ad.
To add another user to your account, click Settings and then click the Add a User button.
Tracking payment transactions
Click the Billing icon to view details about your payment transactions for each of your campaigns. You can also change your funding source by clicking Payment Methods on the left sidebar.
Finding out about your business resources
The Learn More icon takes you to an overview of all Facebook’s resources available to businesses: Pages, Ads, Sponsored Stories, and Developer Platform.