You’ve seen ads on Facebook and think you’d like to start to use them, but you aren’t sure where to begin. We’ll walk you through how to create a Facebook ad.
- View the page you want to promote as an administrator.
- Choose “Build Audience” from the top right tool bar.
- Select “Create an Ad”.
- Select “What would you like to do?”
- Select Advanced Options:
- Select “Create a New Ad”
- Start filling in the blanks…
There are a few areas that you may find confusing.
Cost Per Click versus Cost Per Impression
You can toggle your bidding options between costs per impression (CPM) and cost per click (CPC). Here’s what you need to know about CPC vs. CPM.
- Cost Per Click (CPC) – The most obvious reason for selecting a CPC bid is that you are only charged when people click on your ads. This works best for people opting for a low budget ($5 to $20 a day).
- Cost Per Impression (CPM) – This is an advertising model that people running tens, hundreds, or even thousands of ad combinations will often use. The only way to maximize your performance beyond a stated bid rate and figure out the lowest possible bid is to run on a CPM basis.
Choose Your Audience
- This is the tricky part. Your goal is to reach your target audience. After choosing your ads and sponsored stories, you will be able to choose the specific audience for your ad
- The estimated audience size indicates the total number of people your ad will have the opportunity to reach if your bid and budget are high enough
- Location, Age and Gender allow you to choose the basic demographics of the audience you want to reach
Campaign, Pricing and Scheduling
- Name your campaign, select your budget and set the schedule for your campaign
- You will never pay more than your budget, and you’ll never pay more than the actual cost to reach the people who are more likely to help you achieve your goal.
Test Multiple Ads
- It’s never a bad idea to run a few versions of the same ad. Running multiple versions of ads can help you to determine what your target audience will respond best to.
- Use an original version of the ad as a control against which you can compare your changes. Never change more than one component of the ad at a time. (this is great advice for offline ads too.)
Finally, measure your ad performance by using the Ads Manager section
Next week…”What Makes a Facebook Ad Effective?”