If you’ve read our other post that gives a brief overview of Facebook Ads and how they can be used for your business, but do not know where to start with them, then this might be the blog for you!
This new website of ours is very recent, so advertising it via Facebook Ads is something we’ve only been able to do in the last month or so, so what better way to show you how to set up a simple ad. We’ll walk you through the steps we taken to make our very first (and low budgeted) Facebook Ad! This is just a test so your Facebook Ads will look different to ours in terms of what you might be wanting to ‘boost’ on Facebook, but in this example we decided to boost a simple post that links to one of our blogs. Facebook will not charge you until the end of your campaign and you will not be charged anymore than your budget. They’ll also only charge you for the budget you use, which means if you do not use the full budget because of various reasons, it won’t be money lost!
So, let’s get started!
If you’ve posted something on your Facebook page, then you’ll be given the option to ‘Boost Post’ unless it falls under one of the categories of post that have been deemed unboostable – you can find out what they are here. But, if you’re post looks like the following with the boost option, then continue through the process.
Upon clicking on boost, you will be inside the following interface which will start you at the beginning of the Facebook Ad process:
Here you can see some key areas – the Objective area which gives you two main options that determine your goal of boosting the post, sending people to your website which comes from clicking the link your post provides and getting more people interacting with your post via liking, sharing and commenting on it (post engagements). Whichever you believe is the right goal for you, select the right box and continue. There are other options here on certain posts, but these two are more than likely the two you’ll need for new ventures. We wanted to get more post engagements as we want to increase our following on social media as we are a new on Facebook!
Beneath this is the POST BUTTON section which is completely optional but serves a great purpose, in this case it’ll provide another way to get people to our website by clicking to ‘learn more’ about the post they are seeing.
On the right you can see how your boosted post will look to others on various platforms, in this case how it will look to someone viewing it on Facebook via a Desktop browser. It will use the image that appears in the post also, so you don’t have to worry about producing another graphic, but if you want a more visually appealing image here, change the image inside the post and start the boosting process again.
The next section in this interface let’s you start fine-tuning your post’s reach by selecting what audience you’d like to target. If you are trying to reach people outside your Facebook page, especially if you haven’t got a particularly big following there, then choose the ‘People you choose through targeting’ which will although you to then narrow down to a specific location an radius, age and more. You can target those in your local area, people who like your page and their friends and other areas. In our example, we have gone for the top option, also.
Choosing an age range will be beneficial for most people using Facebook Ads, you may not wish to target children who use the platform with a product that is for more mature audience, for example. You can target users of Facebook that are of a particular sex, or indeed everyone. Locations can be narrowed down to a particular postcode if this is what you desire, in our example we are targeting those who are users of Facebook in the Liverpool area.
More fine-tuned and specific audiences can be targeted based on user interests, how people use Facebook and various other demographics etc. You can enter a word here and suggestions will become available if you wish to use this feature. Likewise, you can EXCLUDE people who have particular interests, behaviours, postcodes and more.
You will be able to see how well your Facebook Ad stands up via the meter at the bottom which will let you know whether your Ad is too specific, too broad or in the middle, which is where you want your Ad to be! In our example we are able to target a potential audience of 520k.
Next you can select whether you want your Ad to be automatically placed using Facebook’s delivery system which will post your ad in places to make it visible to people where it will perform best – This allows it to be posted to Instagram also!
Budgeting and Duration of your ad is the next big step into making an effective Facebook Ad. If you enter a budget, it will be spread across the total number of days you wish the ad to be active. Selecting an end date for the ad to end will increase the days to the left, also. If you wish to do so, for certain posts, you can select which days you wish your ad to run, similar to how it works in Google Ads!
The more budget, the more people your post will reach. If you increase the budget and leave the duration as 5 days, for example, more of that budget will be used each day. Similarly, if you increase the duration, but leave the budget the same, less will be spent on each of those days and as a result less people will be reached each day.
In our example, as this is just a small test, we opted for a 7 day campaign with a budget of £25 which allows our post to reach 1200-3500 people per day on Facebook and Instagram with our Ad. The daily expense is £3.57 which is the price of a coffee for many!
It’s time to click the boost button to make the Ad active! This may take a short time before it is approved. You will be then taken to the next interface which allows you to make changes post-submission, allowing you to add to your budget and view other information. Adding to your budget will allow for more daily reach, and there are various options so you can see exactly how many more you can reach for your money.
A summary of your post can be seen below:
You can track how well your post is performing within the ad manager/centre on your Facebook page or simply by viewing the post which will let you see how many users it has reached, how many have engaged/clicked on your post and time remaining for your post.
So how did our ad perform?
We made no changes to the ad, and let it run for the week it was scheduled to be active for. In the end, we reached a total of 1075 people with our ad and 147 engagements which converts to aroun £0.17p per engagement. Facebook also did not charge the full £25.00 as the ad did not spend all the budget, which is great as spending more money on a random blog post may not have any particular big benefit to us, the engagements have indeed increased our following which means the money was well spent! You can learn a lot from the results, in our case a link/post that engage the viewers more, providing more valuable information with a most appealing image, perhaps.
The results are not surprising as this was simply a link to a blog post that just gives information to the reader about a particular subject. But, as the ad was also placed on Instagram, we received a ton of likes on the post!
As we didn’t spend the full budget, not all was in vain, we learnt some valuable information about our post and where to go from here. You will be able to find similar information with your posts and you’ll be able to test the market with your post at a reasonably low budget.
There are various ways you can optimize your Ads which fundamentally comes down to the research you put in beforehand around your target audience and the current market, your competitors and how much you can afford.
If this brief tutorial has helped, please give it a share and comment below if you’d like to see any more tutorials.