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What Is And How To Advertise On Facebook Ads

Do you want to learn a step by step on how to advertise on Facebook Ads and make the most of this very relevant platform?

Check out the full post we created on the topic.

What is Facebook Ads?

Facebook Ads is the advertising platform of the company Meta.

On this platform you can create paid media campaigns for Facebook, Instagram, Audience Network and Messenger, since all these social networks belong to the same group.

You can also explore a multitude of ad formats, targeting, and different settings for high-impact online campaigns.

Why advertise on Facebook Ads?

Image description

Investing in paid media is a way to promote your brand, boost campaigns and achieve better results in a shorter period of time.

And Facebook Ads is one of the platforms available for this type of investment.

The ad tool is among the most used around the world and offers benefits such as customizable campaigns, the possibility of testing, measurement of results and high control of investments.

The diversity of users and reach of Facebook Ads is also a big differentiator.

The group itself knows this and invests heavily in new formats and features, designed for each channel it encompasses.

What are the basics of Facebook Ads?

Before investing in platform ads, it is interesting that you know some concepts and terms that you will find there:

Business Manager

Facebook Ads Business Manager is the platform for creating and managing ads .

In it you can create your ad accounts, create, configure and launch campaigns, select targeting, monitor results and distribute investments.

Ad / Advertisement

Ad and advertisements are synonymous terms, used on the platform to refer to advertisements served there.

They encompass not just the visual part of the ad, but all the media complete with image, texts, CTA, audience and payment.

Conversion pixel

The Facebook Pixel is a feature that provides tracking data of users and visitors to websites, landing pages and blog pages.

Through a snippet of JavaScript code inserted into the desired pages, it becomes possible to integrate different channels, display ads in a strategic and segmented way, in addition to measuring the results of the campaigns in more detail.

With the installation of the Facebook Pixel you can integrate different channels, measure the results of the ads and impact those who have already entered the site with more specific remarketing ads.

News feed

The news feed β€” or just the feed β€” is the main content displayed to each user.

You know when you go to Facebook or Instagram and scroll through the posts on the pages you follow?

This is the feed.

This is where published, sponsored or organic content is displayed to users

Publication boosted

A boosted post happens when you post something on your page, organically, and then invest some budget to distribute it to users who haven't had contact with it yet.

Sponsored publication

A sponsored post, on the other hand, also arises from a post made organically on your page, but with the sponsorship it gains display strength.

The difference is that the sponsored post is only shown to users who already have contact with your brand, without reaching new audiences, as can be done through a boosted post.

Dark post

A Dark Post, in turn, is an advertisement.

It is created directly in Business Manager and therefore does not appear on your page like an organic post.

It will be displayed to the user in the chosen format and location, for the selected audience and with the objective determined at the time of campaign configuration.

Conversion Lift

Conversion Lift is the tool within Facebook Ads that allows you to track conversions and sales results generated through ads.

ROAS (Return Over Ad Spend)

ROAS (Return Over Ad Spend) or Return on Ad Spend measures the profits made through paid media campaigns, in this case within Facebook Ads.

This metric is essential to understand whether the investments are paying off and also to identify the campaigns and ads with the best performance.

A/B test

A/B tests present two versions of the same ad, but with small changes in a variable, such as some text element, visual or even a CTA button.

Both versions are applied to the public during a test period and then the one with the best performance remains fixed.

Impressions

The number of impressions corresponds to the number of times your ad was shown.

Clicks

The number of clicks equals the number of times your ad was clicked on by users.

It monitors this type of interaction, which varies depending on what was configured on the ad's button or link.

Video views

If your ad includes a video, Facebook Ads will count the number of views of the ad, based on how many times users have viewed at least three seconds of your content.

Conversions

The number of conversions is related to the objective determined for each ad, as the user's complete action counts as a conversion.

For example, clicking on the CTA can be considered a conversion or filling out a form can be considered a conversion.

Creative Center

The Creative Center is a resource available on the platform, for creating the visual part of ads, choosing formats, testing these arts and even an ad library for inspiration.

How to make an ad on Facebook Ads?

Once you understand the most relevant terms, it's time to learn how to advertise on Facebook Ads. Check step by step:

1. Create a business account for your business

If you don't already have a Facebook Ads business account, this is where you'll start.

This means creating a business account, which can create and manage the ads.

Your brand probably already has a Facebook page and this is the access you will use.

If not, you can create a page by logging in as a personal user.

2. Choose your goal

In the same menu as the image above, after creating the account, you will be able to start creating your ads, in the option that contains this title.

You will then be redirected to the Business Manager.

If your account is already active, you can skip the previous step and simply access the manager directly.

Upon reaching it, you will click on the β€œCreate” button and when starting a new campaign, the first step will be to select the desired objective for it.

For each type of page and company, the suggested goals are different.

You will define the objective according to the stages of the sales funnel and what you want as the main action of the user who is impacted.

3. Configure your ad

When selecting the objective, a new window will appear and some settings will be necessary.

You will then determine a name for the campaign and the other information may vary depending on the objective.

In a traffic campaign , for example, you will need to include the users destination link.

But don't worry, the platform is quite intuitive and also explains what needs to be configured.

4. Set the campaign budget and period

It's time to set the budget and time your campaign will run.

In terms of budget, you will have two options: the first, with a daily budget, which determines a maximum amount of investment per day; and another option of total budget, with distribution throughout the period that the campaign will be in the air.

5. Define your audience

After this step, it's time to define your campaign's audience, to whom your ad will be shown.

As we have already mentioned, this is one of the great advantages and differentials of the Facebook Ads platform, since many options are available for audience segmentation.

You can segment your audience according to each user's profile data such as location, age, gender, language used, interests.

In addition, you can also explore connections, such as including or excluding people who already follow your pages or apps.

You can save the audience and choose it in a new campaign or create a new segmentation.

Another interesting feature right now is the β€œAudience Definition” on the side of the page.

There, Facebook Ads shows you if your audience is too broad or too narrow, which can hamper the performance of your campaign.

6. Choose where to run the ad

Then, you will choose the placement channels for your ad, within the Facebook Ads options, such as Facebook, Instagram and Messenger.

In addition, it also determines where, on each of these platforms, your ad will appear (feed, stories, inbox, etc).

7. Optimize the campaign

The next step is the determination of spending control and optimization.

Here, you can define, for example, how much you want to pay for the click or, for another example, optimize resources so that an ad is shown several times to the same user, to increase ad recall.

8. Customize your campaign

This is where the assembly of your ad takes place.

You will choose the ad format, upload the images prepared for it, write the texts, insert the CTAs, videos and links.

Here it is also possible to activate the Facebook Pixel, which we mentioned earlier.

And remember that you can also select a post previously posted on your page to use it as an ad as well.

9. Publish the ad

With everything ready, review your ad and configure the payment method, if you don't have any form registered in this account.

Facebook Ads allows payment by credit card, PayPal or bank slip.

Ready, you can now request the publication of your ad, which will be sent for evaluation of the platform and later released for placement in the chosen period.

This approval is usually quick and any objections will be sent to the account email so details can be corrected if necessary.

10. Track the results and manage the ad

Once your campaign goes live, you can track the results and investments related to it in real time.

It is possible to create several campaigns simultaneously and edit the campaigns that are live, to optimize the results for your brand.

Conclusion

With these tips you will be able to take advantage of the platform and you will already know how to advertise on Facebook Ads!

Explore the tool and create impact ads from now on.

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