How to understand Facebook advertising: Facebook Advertising Step by Step Guide

How to run Facebook ads: step by step

When setting up a paid Facebook advertisement, there are many boxes that need to be checked.

Are your goals the right person? Does your image size match the scale? Are you doing the right type of advertising? If we are honest, this may be a bit confusing.

To provide assistance, we have compiled a list to help you understand all the details of the event. Or watch this short video on how to improve advertising and budget effectiveness. These will help ensure that you attract the right audience with the right advertisements at the right time.

Facebook offers various paid advertising options and locations, but all ads can be broken down into three elements:

Activities. This activity includes all of your assets.
Advertising collection. If you are targeting different audiences with different characteristics, you need to set up a separate advertising collection for each audience.
Advertising. Your actual advertisement exists in your ad collection. Each ad collection can accommodate advertisements of various colors, copies, images, and more.
Remove these terms and let's delve deeper into creating advertisements.

To help you narrow down your focus, Facebook's target standards come with audience defined metrics. This tool is located to the right of the audience target field, taking into account all selected attributes to determine the potential audience size.

If you are wavering between choosing a specific audience rather than a broad audience, consider your goals. If you want to increase traffic, you may want to focus on the people you know who are interested in your product. However, if you want to establish brand awareness or promote a popular product, please always pay attention to a more ordinary audience.

Facebook's built-in target positioning is very extensive, including the following options:

place
Age
Gender
Language and writing
relationship
education
work

You can also choose to customize your audience - this allows you to lock users in the company's contact database on Facebook, access pages with tracking pixels on the website, or use users of your application or game. To learn more about how to set up a custom audience on Facebook, please refer to the following instructions. (For more details on these standards, please visit this Facebook target resource.)

Once you find a group that responds well to your advertisement, Facebook allows you to save these audiences for future use - so once you run Facebook ads for a period of time, you may not need to delve into this step.

1.Set a budget.
Facebook allows you to set daily or lifetime budgets. Here are their differences:

Daily budget. If you want your ad collection to continue playing all day, this is the choice you want. Using a daily budget means Facebook will adjust your daily expenses. Please remember that the minimum daily budget for advertising collections is $1.00 and must be at least twice the CPC.
Lifetime budget. If you want to play advertisements within a specified time, please choose a lifetime budget. This means Facebook will adjust your expenses during the time period you set for ad playback.

To further specify the budget, please go to Advanced Options - this option link is displayed at the bottom of the screenshot above. This section allows you to specify some content:

schedule
Choose whether you want the activity to run continuously immediately, or whether you want to customize start and end dates. You can also set parameters to make your advertisement run only at specific times and dates of the week.

Optimization and Pricing
Choose whether to bid for your goals, clicks, or impressions. (This will change the display and payment method of your advertisement.) By doing so, you will display payment for your advertisement to the target audience who are more likely to complete the action you want, but Facebook will control your highest bid.

If you don't want Facebook to set the best bid for you, you can choose to bid manually. This option grants you full control over the amount you are willing to pay for each completed action. However, Facebook will provide recommendations and quotes based on the behavior of other advertisers, letting you know why you should shoot.

transfer
Delivery types are divided into two categories: standard delivery and accelerated delivery. Standard delivery will display your ads all day, while accelerated delivery can help you quickly reach the audience of time sensitive ads (note: this option requires manual bidding and pricing).

2.Create your advertisement.
What do you want your advertisement to look like? It all depends on your initial goal.

If you want to increase the website's click through rate, Facebook's advertising manager will suggest that you choose to click on the website advertising option. This makes a lot of sense, doesn't it?

This advertising option is available in two formats: link and carousel. Essentially, this means that you can display single image ads (links) or multi image ads (carousels) with three to five scrolling images without additional payment.

The link advertisement will display as follows:

Once you make a decision between the two, you need to upload your creative assets. It should be noted that for each type of advertisement, Facebook requires users to adhere to certain design standards.

For single image advertisements, Facebook requires users to follow the following design recommendations:

Text: 125 characters
Advertising title: 25 characters
Image scale: 1.91:1
Image resolution (including CTA): 1080 x 1080 pixels
For multi image advertisements (also known as carousel advertisements), Facebook provides the following design suggestions:

Recommended image size: 1080 x 1080 pixels
Image scale: 1:1
Text: 125 characters
Title: 40 characters
Link description: 20 characters
Your image may not contain more than 20% of the text. View how much text is on the image.

Please remember, these are advertising options for "traffic" targets.

If you choose "enhance your post", you will see different advertising options, such as page post interaction: photo advertising. This advertisement has a unique set of design suggestions. To learn about all advertising options and their design details, please refer to this resource.

After selecting the advertising type, the Advertising Manager will prompt you to determine how to display the advertisement. They provide the following options: desktop news source, mobile news source, and desktop right bar.

Please note that if your advertisement is not associated with a Facebook page, you will only be able to run desktop right bar advertisements. To utilize all three display locations, you can learn how to create a Facebook page here.

3.Monitor performance indicators for advertising.
Once your advertisement starts playing, you will want to closely monitor their performance. To see their results, you need to look at two places: Facebook advertising manager and your marketing software.

According to Facebook, the following are some key indicators to look for (and their definitions):

The performance can be further customized, including indicators such as results, coverage, frequency, and impression
Engagement can be further customized, including indicators such as page likes, page engagement, and post engagement
Video. Can be further customized to include metrics such as video views and average percentage of video views
The website can be further customized, including indicators such as website operation (all), checkout, payment details, purchase and add to shopping cart, etc
Application. Further customization is possible, including indicators such as application installation, application engagement, credit expenses, mobile application operations, and the cost of each application engagement
Event. Can be further customized to include indicators such as event response and cost per event response
Click. Can be further customized, including click through count, unique click through count Indicators such as CTR (click through rate) and CPC (cost per click)
Settings. Can be further customized, including start date, end date, ad set name, ad ID, delivery, bid, and target indicators
No matter which metric you use to measure the success of advertising work, you can find data in the Advertising Manager.

When analyzing, you will consider the data from four main aspects, depending on the granularity you need to obtain:

Account level
Activity level
Advertising Set Level
Advertising level
Account level
This provides a high-level performance view of all activities. You will find a summary of the data and give you a bird's-eye view.

Simply navigate to the Advertising Manager and click on "Account Overview". From there, you will be able to customize the metrics you want to view, gain a deeper understanding of time ranges, and more.

4.Facebook advertising performance report.
You can also receive custom reports via email. The following are the setting methods:
Navigation to "Analysis and Reporting" through the upper main menu.
Select an advertising report.
Select "Create Custom Report".
Select and open the saved report.
Select Save As next to the save icon. Give your report a name and check the schedule email.
Follow the prompts to edit and confirm your report preferences.

Although there are certainly many details that need to be clarified when planning Facebook paid advertisements, it is important not to overlook the big picture. Reporting on Facebook's click through and conversion rates is crucial. However, if you use URLs with specific UTM codes, you have the opportunity to use marketing software to measure the omnichannel effectiveness of your advertisements.
Tracking URLs will help your marketing software track how many potential customers you have, or even better, how many customers you have gained from advertising efforts. These pieces of information can help determine the return on investment for this source and can also be used to provide information for your overall Facebook marketing strategy.

If you are a HubSpot customer using our advertising tool, this process is already prepared for you. You can also create a unique tracking code for Facebook activities by navigating to the tracking URL generator on the report homepage. All you need to do is insert the URL, attach an activity, and then select the source you want to attribute the URL to in the Source Report. Once your advertisement is published and you start gaining traffic and conversion rates on the website, you can easily track your traffic, contacts, and customer numbers.

Now that you know how to set up advertisements, it's time to create your own advertisement so that you can spread brand awareness on Facebook and generate traffic and leads from your ideal prospects on the platform.