In its earliest days, social media was simply a place one could share updates and connect with friends and family. However, today, it has become the prime space for digital marketing, with different social media platforms offering special features for businesses to utilize.
One of these platforms is Facebook. Created in 2004, Facebook has become the number one social media site on the internet. With 2.93 billion users worldwide, it is an excellent platform for businesses to promote themselves through advertising.
If you're interested in advertising on Facebook, their Ads Manager will be your best friend. This post will help you understand this tool and launch your own ad campaign to grow your business.
Overview of Facebook Advertising
Despite the rise of newer and trendier social media platforms like TikTok, Facebook remains an old favorite among marketers.
According to HubSpot's latest State of Inbound Marketing Trends, Facebook is the third most widely used social media marketing platform. Even if it isn't in the top spot, it has resulted in the most significant return on investment (ROI) for marketers worldwide.
Facebook Advertising is an affordable and accessible way for businesses of all sizes to get their name out there. The platform does have nearly three billion users, and it's likely that a sizable part of your target audience already uses it.
Not only does Facebook have the numbers, but it also allows you to get specific. You could create targeted ads to ensure you reach your target audience and maximize your ROI.
You get to become creative with your ads, as well. You could explore several ad types, such as images, videos, carousels, links, and other original content.
These ads allow your target audience to get to know your brand through Facebook's various apps and pages. They could appear on their Facebook feed, Messenger, and even other apps and websites.
Facebook advertising could include advertising on the platform's sister applications, such as Instagram and WhatsApp.
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What Is Facebook Ads Manager?
Facebook Ads Manager is the official business tool for running ads across the Meta network of apps. These include Facebook, Messenger, Instagram, and Audience Network.
It is an all-in-one tool for advertising on Facebook. It allows brands to create ads, manage schedules and preferred platforms, and assess ad performance through analytics.
These features could be accessed either through desktop computers or mobile devices. This accessibility allows marketers to easily manage ad campaigns, budgets, and schedules no matter where they are.
Below is a better look at what you could do with Facebook Ads Manager.
Set Up and Launch Your Facebook and Instagram Ad Campaigns
Facebook Ads Manager is where you can set up ad campaigns for the Meta network of apps. These apps include Facebook, Messenger, Instagram, WhatsApp, and Audience Network.
Setting up these campaigns only involves a few steps, provided you've already worked on your content. You could start setting up your campaign, save it as a draft, and work on it before deciding to publish it.
Brands could utilize different ad formats according to their advertising goals or follow content marketing trends. You could incorporate original photos and videos or utilize user-generated content from your community.
Aside from uploading your ad content, you will also need to set up your campaign's objectives, target, and budget.
Edit Your Campaigns' Objective, Targeting, and Budgets
Even if you have already launched your campaign, you could customize its different aspects. If you find that specific settings aren't getting you the desired results, you could still change them.
Have your campaign goals changed? You could change your objective. Do you want your ads to reach other audience demographics? Tweak your targeting preferences.
Do you want to spend less or more on your Facebook ads? Change your budget, although it could also affect your ad performance.
Having an ad strategy is essential to any campaign. However, changing these settings allows you to find what works best for your brand. Experimentation could be beneficial for new Facebook advertisers.
Review Results on the Campaign, Ad Set, and Ad Level
Facebook Ads Manager allows you to review the performance of your ads on all levels: the overall campaign, the ad set, or the individual ad.
These metrics allow you to view and assess your ads' performance, delivery, demographics, and placement.
- Performance. This chart lets you see the number of people who see your ad, your overall reach, and your ad's cost. If you hover over different points in this chart, you can see your ads' performance on individual days.
- Demographics. This chart shows how well your ads perform across various demographics. This information could give you insights into audience response and what types of ads perform best for your target audience.
- Placement. Facebook allows you to launch ad campaigns across multiple platforms. The placement chart lets you see how well your ad performs on these channels.
- Delivery. This chart shows you the delivered and predicted value of your campaigns according to their reach, impressions, and the amount you spent.
Steps on Setting Up Your Facebook Ads Manager
Now that you've understood how Facebook Ads Manager works, it's time to set up your own. It is a relatively simple process.
The interface is also relatively easy to navigate, especially if you're already familiar with Facebook as a social media platform.
Step 1: Create a Meta Business Manager Account
If you're new to marketing and advertising on Facebook, you might still need to create a Meta Business Manager Account.
The Meta Business Manager, formerly known as Facebook Business Manager, is a tool to help you manage different business assets and features on the platform.
It allows marketers to manage multiple Facebook pages and their different tools and functions, including advertising.
To create your Meta Business Manager Account, go to business.facebook.com and click on "Create an Account." You will need to sign into your personal Facebook account. Sign in if you have one, or create a separate account.
Fill out the fields specified in the pop-up window. You will be prompted to enter your business, account name, your name, and your business email.
It's best to use an email address your employees or colleagues recognize, as you will use it to assign different roles to your team.
After hitting submit, you will be prompted to verify your email address. Check your inbox and click on the specified link to confirm your account.
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Step 2: Set up Advertising Access through Meta Business Manager
The Meta Business Manager allows you to give access and assign roles to members of your team and advertising partners if you have any.
To start setting up your ads manager, click on the three bars at the top of the Meta Business Manager home page and select "Business Settings."
If you work with an agency, you have the option to add partners on Meta Business Manager. Just select the "Users" drop-down menu and click on "Partners." You have the option to add the following:
- Partner to share assets with
- Partner to request assets from
This step is optional.
Next, you need to add your business page. If you haven't created one yet for your business, take some time to make one. This step is essential, as future ad campaigns will be launched according to your pages.
Go to the "Business Settings" panel, click "Accounts," and then choose "Pages." Click the "Add" drop-down and then "Add a Page." Type in the name of your business page or select "Create a New Page" if you don't have one yet.
After adding your business page, it's time to add your ad account. Go to "Accounts" in your "Business Settings" and then choose "Ad Accounts."
Click on the "Add" drop-down and select whether you want to add an existing ad account, request access to one, or create a new one.
Scroll down to the bottom of the "Business Settings" panel and click on "Business Info."
Click the "Edit" button and add relevant business information in the indicated fields. In this section, you could add your business website, address, phone number, tax ID, etc.
Step 3: Create a Meta Pixel
A Meta Pixel, formerly known as a Facebook Pixel, is a piece of code you put on your website. This little snippet allows you to track user behavior, such as conversions from Facebook ads.
The information you get from your Meta Pixel could help you do the following:
- Get information about audiences, ad conversion rates, and website visitors
- Optimize ad content to bring back website visitors through Custom Audiences
- Utilize Lookalike Audiences to find new people likely to respond to your ads
Pro Tip: “Although Facebook has one of the world's most comprehensive and advanced advertising platforms, navigating the Ads Manager may seem daunting. Thus, learning how to use the Ads Manager or hiring services to manage it efficiently will be beneficial.”
Navigating the Facebook Ads Manager
The Facebook Ads Manager contains highly-detailed sections that give you a comprehensive look at your ad content and the metrics that measure their performance.
Below are several steps to navigate some of the most relevant sections of the Facebook Ads Manager:
Events, Audiences, and Billing
If you click on the nine-dot icon near the top left corner of your screen, you can access your Events Manager, Audiences, Business Settings, Account Quality, Ads Reporting, Billing, and many more.
Ad Campaigns, Ad Sets, and Ads
There are three levels to your Facebook ad campaigns: the campaign, ad set, and ad. Each ad campaign can contain multiple ad sets, and each ad set can consist of several different ads.
The Facebook Ads Manager has a row of tabs on its interface that allows you to view metrics according to each level. Some of the information displayed includes your delivery, bid strategy, budget, reach, impressions, results, and cost per result.
Editing Campaign Reports
Aside from viewing metrics surrounding your ad campaigns, ad sets, and ads, you could customize the information you wish to display.
You can customize the visibility of each column to choose the exact data you wish to include in your reports.
To do this, click on the three-bar icon at the top of your advertising metrics. A drop-down menu will appear. Click "Customize Columns" and select which information you want to be visible on your report.
Setting Up Ad Campaigns in the Facebook Ads Manager
Setting up ad campaigns in the Facebook Ads Manager is pretty simple, provided you already have prepared your ad materials and strategies.
You can break down your Facebook ads into three levels: the campaign, the ad set, and the individual ad.
- Ad Campaign. The campaign contains all your ad assets.
- Ad Set. Ad sets are groups of ads with similar objectives or targets. If you plan to target audiences with different characteristics or interests, you will need a separate ad set for each one.
- Ad. Each ad set will contain multiple ads that vary in content, style, and format, depending on your goals.
After getting your strategies and content in order, here's how you set up and launch your Facebook ad campaigns:
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Step 1: Create a New Ad Campaign
Whether you want to create an ad campaign, ad set, or ad, the first step is to click the green "Create" button on the top left of the Facebook Ads Manager. To create a campaign, make sure you have selected the "Campaigns" tab beforehand.
You will be prompted to select a campaign objective. There are 11 options under awareness, consideration, and conversion.
- Brand awareness
- Reach
- Traffic
- Engagement
- App Installs
- Video views
- Lead generation
- Messages
- Conversions
- Catalog sales
- Store traffic
These objectives will inform how Facebook optimizes your campaign to suit your specific goal. The objective will also determine the available ad formats and campaign budget.
Step 2: Set Your Ad Campaign Budget
After selecting your campaign objective, you will decide on the ad spend. You have two options: setting a daily budget or a lifetime budget.
If you select a Daily Budget, the amount you specify will be the maximum that Facebook will spend daily. If you choose Lifetime Budget, you will set the total amount Facebook will spend throughout the campaign.
Daily Budgets are more flexible, as you can tweak them in the middle of your campaigns.
Step 3: Choose Your Target Audience
Audience targeting allows you to reach certain groups of people who might be interested in your business.
You can customize your target audience according to their age, location, gender, demographics, interests, or behaviors.
If you find specific demographics or settings that work for your brand, you could save these audiences to use again in future campaigns.
Step 4: Choose Your Ad Placements
Ad placements are where your ads appear on Facebook. You could set ads to appear on the news feed, stories, search, etc.
Advertisers could choose Manual Placements or Automatic Placements. Manual Placements allow you to personally select where you want your ads to appear. If you choose Automatic Placements, Facebook decides for you.
All advertisers are advised to use Automatic Placements, as this option often yields the best results.
Step 5: Upload Your Ad Creatives
The last step before launching your ad campaign is setting up your ad creatives. This will allow you to upload your ad content, such as photos, videos, etc., and finalize the look of your ads.
Showcase your brand's voice and creativity in this step. You could use colorful and well-shot product photos, short videos, or even incorporate user-generated content from your community.
Click on the "Create Ad" drop-down, and select which ad type you want to use. This is also where you can input your ad copy. You can see a live preview of your ad on the right side of the screen.
You can choose among the ad formats below:
- Single image / video ad
- Carousel ad
- Collection ad
Aside from uploading your media content, you can also incorporate the following elements:
- Primary text
- Headline
- Description
- Website URL
- Display link
- Call to action
Step 6: Publish Your Facebook Ad Campaign
Once you have finalized your ad content, you can hit publish and launch your ad campaign. It's best to leave it running for at least 24 hours before beginning to assess its performance and effectiveness.
Even if your campaign is already live, you can still make changes to it. You can look at the analytics and tweak your settings to find what works best for your brand and campaign goals.
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FAQs on Facebook Ads Management
How do I use Ads Manager on Facebook for free?
Advertisers can use the Facebook Ads Manager to set up ad campaigns for free. However, publishing ads will require payment, which you can set according to your budget.
How much do Facebook ads management services cost?
The average salary for a Facebook Ads Manager in the United States is $55,828 per year. This amount could vary depending on your industry and the size of your business.
Can I run ads on Facebook without using Meta Business Manager?
No. Every advertiser on Facebook needs a Meta Business Manager account to access its advertising tools.
