Advertising on Facebook is available to businesses in many formats. Ads can be as simple or as sophisticated as they want. No matter the scope, the reach is wide: Businesses have the ability to market to two billion people on Facebook every month.
The process is easy.Facebook allows users to target audiences through self-serve tools and it gives them analytics reports that track the performance of each ad. The reach and visibility can help level the playing field for an independent business that wants to compete with companies with much larger budgets.
Through Facebook’s Business Manager platform, businesses have a one-stop shop for all their marketing and advertising needs. Additional resources like access to Instagram and product catalogs are part of the mix.
To fully conquer Facebook advertising requires perseverance and a deep understanding of how the platform works in all its dimensions. Lucky for you we have created the ultimate guide to get you started.
How to Set Up Your Facebook Advertising Account
The first step is an easy one: Set up a Facebook Advertising account. This is a fairly straightforward process and involves the following four steps:
- Set Up Facebook Business Manager. First, you create a Facebook page for your business. From there you can create a Business Manager account that allows you to run ads for that page. To start go to the home page for Business Manager and click “Create Account” — Then log in using the email and password you used to set up your business page account.
- Install the Facebook Pixel. Go to your website and install the Facebook pixel that allows Facebook to identify people who visited your website, create custom audiences comprised of those visitors, and then show ads to them.
- Create Audiences to target users. This tool allows you to create and save audiences that are most relevant to your brand. Go back into Business Manager and select the “Audiences” option from the assets column.
- Create a Facebook Ad from a Facebook post. Now you can try it out. First decide what you want to accomplish — do you want more clicks, sales, video views, or leads?
Facebook Ads Manager is the primary tool for creating and analyzing your Facebook ad campaigns. Creating the ad itself just involves selecting “Create Ads” from the drop-down menu in the upper right of your business page.
When you open the main menu, you’ll see five sections: Plan, Create and Manage, Measure and Report, Assets, and Setting. Knowing how each tool works is essential to shaping your campaign.
- Plan. The Plan section contains tools that help you learn things about your audience and give you creative ideas for running your ads. With the Audience Insights tool, you can find out a lot of information about different audiences on Facebook.
- Create and Manage. Here you find tools for creating your ad and managing your campaigns.
- Measure and Report. When you want to analyze how your ads are performing, check out the tools in the Measure and Report section. For example, here you can create those custom conversions to track whether ads are meeting your business goals.
- Assets. This section gives you quick and easy access to key assets that you’ve used to build your ads, including audiences that you’ve saved for ad targeting, images you’ve used, your Facebook pixel, and more.
- Settings. The settings area is where all of your account information is stored. Go here to update payment information, your email, and so on.
The Facebook pixel is a tool that helps you run highly targeted campaigns, so it’s important to install it before running Facebook ads. Each ad account gets one default pixel to use. The code is made up of two main parts: the pixel base code and event code. The pixel base code tracks all of the traffic to your site. Event codes are additional pieces of code you can add under the default pixel code to specific pages of your website that allow you to track certain actions on those pages.
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As you go through this process it’s important to provide sharing access to Google Analytics, Facebook, ClickFunnels, and other lead page assets because each platform has its own account setup structures and sometimes involves multiple setups. The reason why this is important is twofold:
- You can remove liability under the General Data Protection Regulation (GDPR), the European Union (EU) law that gives greater protection to an individual’s personal information and how it’s collected, stored, and used. If you collect clients’ customer data in your own account, you can find yourself in the position of being the data processor or data controller and thus liable under GDPR.
- You protect your reputation. Clients may not intimately understand the nuts and bolts of data and digital funnels when they start working with you, but eventually they will understand. If they feel taken advantage of at the end of your relationship, they won’t speak highly of you to their fellow business owners.
How to Get Started With Facebook Ads
Understanding the Facebook Ad algorithm is important because it identifies ads that provide a good user experience.