How to make a Facebook ad in 15 minutes

Whether you are a recent grad or a junior marketing analyst at a company, this guide will help you get a head start in creating facebook ads.

  • July 20, 2021

Whether you recently graduated from college or joined a company as a Junior Digital Marketing Analyst, this guide showing how to create a Facebook ad will help you get a head start in facilitating growth for any company. 

Step 1 - Make sure you have a Facebook page and if not, create one

Before you get to create an ad, you definitely would benefit from creating your brand/business Facebook page. To do so, simply log in to your Facebook account, and then on the top right, hover over the arrow (as shown in the image) and click on create the page.

Give your page a name (your business/brand name ideally) along with selecting the appropriate categories your business relates to. As the last step, don't forget to type up a brief description of what your business is about. Lastly, don't forget to add a brand logo image and a cover photo to your page. If you have a 300 x 300 logo image, that's perfect! If not, you can quickly create one on Canva!

2 - Create a Facebook Ad

 You are now ready to create your first Facebook ad! Before you continue, let's make sure you have the below checklist covered:

  • Facebook page created along with adding a logo and cover image
  • Paypal Account details OR Credit Card OR Bank Account Details
  • Ad Image - (Either a 1196 x 652, 1200 by 675 or 480 x 480 image)
  • Description of the Ad (also know as your copy)

Please be sure to have all the above details handy before you continue with creating your first ad. If you are ready with the above, you are all set to dive into creating your first Facebook ad.

1) Click on the "Create Ad" option.

2) Next - you will get two options to select from - Getting started with automated ads or Creating New Ads. You will be walked through both steps but as a start, we will go ahead and select "Create New Ad"

3) After selecting this option, you may be prompted to select your Facebook account from a dropdown. This may happen in case you have multiple ad accounts set up and may have done so in the past. If this is the case, please select the most relevant account.

4) After going through the above steps, you will be asked to select what your overall goal is that you would like to achieve from creating this ad. Some of the goals include getting more likes for your brand's page, getting more website visitors, or even getting more leads for a business you are trying to grow. Make sure you select the most relevant goal that aligns with your overall business plan. For this example, we are going to select "Get more website visitors"

5) The next thing you should do is create an appealing ad post so that you get the most bang for your buck! We suggest giving your ad a clear description of your business and the value benefit for anyone clicking on the ad. For example, if you are trying to increase the chances of getting more visitors to your website, you should write a short 4-5 words on your company's mission along with how that helps the end customers. 

The next step would be is select an image that will be associated with your ad. We recommend either a 1200 x 675, 1196 x 652 or 480 x 480 px sized image. Finally, be sure to give your ad a headline (max up to 25 characters). See below screenshots of an example.

6) Now the main thing is that you need to figure out who would like to advertise this to? Who is your target audience? In this digital day and age, we are lucky enough to have this kind of technology in place so that we can benefit more from the ads we create. This way, our cost of acquiring a lead or a customer is most optimized and you will be driving the right quality of traffic to your business. For example - if your brand and business are more appealing to people aged 24-35 who live in the states of New York, New Jersey, and California, then you should select these are your target markets so that your ad shows up to the appropriate audience. It would only make sense to advertise to other markets and customer segments in case you see these trends in your business. (Look into Google Analytics if you are interested in understanding what your target audience should be from an ad standpoint)

Examples of target audiences include:

Location-based Targeting (Geo Based) - Let's say you want to promote an ad only in the United States and only in the states of New York, Florida, California, and Massachusetts. In the location box, type the United States along with typing the specific states. This means that this ad will now only be promoted to audiences in these states. You can also exclude certain cities from these states. For instance, if you do not want the ad to be promoted in the state of Los Angeles, California, click on the drop-down menu and select exclude and, type the city in the search bar and add it.

Age-based audience - If you would like to promote an ad only to people whose age is between 25-60, select the appropriate age from the selection.

Gender -  Let's say you want to promote an ad only to women, you can do so by selecting women from the options. More demographic options can be found by clicking the “more demographics” option button. This will further narrow down/expand your potential reach.

Interests -  Let's say you are creating an ad related to luxury designer handbags and you prefer to promote this only to those people who shop for luxury goods and those goods that are similar to other Louis Vuitton bags, Prada bags, and Gucci bags. For doing so, click on “Browse”. From the dropdown menu, click on the arrow on the left of Shopping and fashion which will create another dropdown menu. From this menu, click on Shopping which will provide you with more options. From this dropdown, choose luxury goods. After adding this interest, narrow down your interest section by typing Louis Vuitton and adding this to the interests section. Similarly, type the other designer names in the interest section and ad them to the interest section as well.

7) As the last step, you are required to set a daily budget along with the duration for the ad. What this means for you is that let's say you only want to spend $5/day, depending on your targeted audience and geo location you select, Facebook runs an algorithm behind the scenes and gives you an estimate of how many people this ad may reach per day and what the average estimated clicks on the ads may be. The good news is that you only pay for each time someone clicks on your ad and lands at the desired destination (in this case, your website). You do not pay for impressions (meaning how many people see it or how many people this ad reaches). For example, your ad may be shown to 3,000 people on a given day but out of the 3,000 people that see it, let's say only 200 people click on the ad and land on your site - then you only pay for the 200 people who click on the add. There is an average cost per click associated with each click and Facebook does let you know on average what that cost is. 

8) Once you have set up your ad the way you want it to be shown along with selecting your targeted audience and your daily budget, be sure to preview your ad by clicking on "Show all previews"

You will be able to see how your ad looks on Mobile, Desktop, Tablet, News Feeds, etc.

Once you approve of this, you are all set to hit the "Promote Now" button. And that's it! Congratulations on creating your first ad!

After your ad goes live, it's good to keep an eye on some of the important metrics and KPIs (Key Performance Indicators) that will help you understand if your ad is performing at its optimum capacity and provide you with the results you are looking for. To see how your ad is performing, navigate to your ads manager and click on the campaign you are running. By clicking on your campaign, you are now able to understand your campaign's performance. Be sure to select the period that you want to understand the performance for. In a nutshell, you will be able to tell how much you have spent so far on your ad, how many people has your add been delivered to (impressions) vs how many have seen your ad (reach), the number of people who have clicked on it (clicks) and what the cost per click (CPC) is for the same. Below is a short glossary on the main metrics you should focus on along with what they mean.

Impression - This will tell you how many people in a given period has this ad been delivered to. For example, your ad must have been delivered to 9000 people between July 1st and July 3rd.

Reach - This will tell you how many people have seen your ad at least once. For example, your ad may have been shown to 9,000 people in a given period but only 5,000 out of the 9,000 may have seen the ad once. This metric is very important as it will help you understand if people are even interested in reading and learning more about what you are advertising.

If the number of people focusing and seeing the ad is way lesser than the number of impressions, then this signals that the ad needs to be further tailored and improved (it could be that the description and headline may not be appealing enough or that the image needs to be swapped out).

Clicks - This is the number of people who have clicked on your ad that gets them to the desired destination that you want them to land on.

CPC - Cost per click is a very important metric to help you understand how much you are paying for a single customer to click on your ad to get them to your website or desired destination. The goal is to keep this as low as possible and this cost should be lower than the cost of goods you are trying to sell.

There are many ways to optimize ads and earn a high return on your investment. These tips include:

Ad Image including headlines and description - Be sure to use an appealing image. Don’t use an image that is too busy. Keep it plain and simple. Make sure to follow the image resolution and size guidelines. If you are advertising about certain products or services, the headlines and description section should include words like “Get X% off”, “Free charger” or "5 best tips to help you with your daily life" and/or similar words telling the audience that they are going to benefit by clicking on the ad.

Target/Custom Audience  - Narrow down your audience reach by being very specific in the audience section of the ad set. By doing so, your ad will be promoted to the audience who is more likely to click on your ad. The lesser the potential reach, the more specific will be your audience reach and, this will directly improve your cost per click and your cost of acquiring potential leads.

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