Facebook Advertising Snapshot
The nuts and bolts of Facebook Ads
The Facebook Business Manager
Business Manager allows advertisers to manage their marketing
efforts in one place and share access to assets across their team,
partner agencies and vendors.
What can you do with this tool?
– Create and manage multiple assets such as a Facebook Page,
Instagram account, audience list or product catalogue, all under one roof.
– Control user access and permissions for everyone who works on
your ad accounts, Pages and apps, and maintain ownership of all
– Track your ads on Facebook and Instagram more efficiently with
easy overviews and detailed views of your ad spending and
There are three levels to Facebook’s ad campaign structure:
campaign, ad set and ad.
A campaign contains one or more ad sets
and ads. You’ll choose one advertising objective for each
of your campaigns.
Ad sets contain one or more ads. You’ll define
your targeting, budget, schedule, bidding and
placement at the ad set level.
The creative you use makes up an ad.
Structuring your account begins at the campaign level. Using the
ads create tool, create a campaign by selecting an objective for
the kind of results you want for your ads. All your ad sets and ads
in your campaign will also focus on that objective.
At the campaign level you can:
– Easily turn on and off all your ad sets and ads in your campaign.
– Measure the performance of each objective across multiple ad
sets and ads.
Determine the audiences you want to target. You will also set your
budget, schedule, bidding and placement for each of your ad sets.
Create a separate ad set for each audience (for example, Males
18–24, Custom Audiences, Lookalike Audiences, etc.)
Setting a different audience for each ad set minimizes your ad sets
from competing against each other.
Budget and schedule
Define the maximum amount you want to spend for your ad set.
Choose from a daily budget or a lifetime budget.
Set your schedule so your ad will either run continuously starting
today or within a date range you select.
Choose to bid for your objective, clicks or impressions. Your
choice determines how you pay and who your ad is served to. For
example, when you optimize your bid for the page likes objective,
you’ll be charged when your ad is served to people within your
audience who are more inclined to like your Page.
Select from the placements—desktop News Feed, mobile News
Feed and right-hand column—where you want your ads to show
Pick more than one placement for each ad set to give your ads
more opportunities to delivery.
The ad level is the place for testing which ads work better.
Create a small variety of ads with variations in image, video, text or
You can have no more than 50 ads per ad set (deleted ads don’t
count towards this total).
Review your ad performance regularly and use the on/off switch to stop poorly performing ads.
When someone visits your website and takes an action (for
example, buying something), the Facebook pixel is triggered and
reports this action.
This way, you’ll know when a customer took an action after seeing your Facebook ad.
You’ll also be able to reach this customer again by using a custom audience.
When more and more conversions happen on your website, Facebook gets better at delivering your ads to people who are more likely to take certain actions.
This is called conversion optimisation.
Creating a Facebook Pixel
Open Facebook Ads Manager and click the top menu button (with the three lines on it) and select Pixels from the Assets column or go directly to the pixel page.
Next click Create a Pixel to start the process.
Add a name for your pixel and click Next.
Now you need to choose an option for installing your pixel code. You can use a Tag Manager or a WordPress plugin to install the pixel if you’re using a third-party website that supports this kind of integration.
Or you can copy and paste the pixel code manually. If you don’t feel comfortable setting up the pixel yourself, you’ll have the option to email the code to a web developer.
If you selected the option to copy and paste the code, you’ll see the Install Pixel Base Code page. Click in the code box to copy the code to your clipboard. Now all you have to do is paste it in the header tags of your website under the SEO settings.
It’s easier to sell to current customers (warm) than to look for new ones (cold), so strengthen your existing connections by using Custom
Facebook will compare your data with theirs to help you find the people you know on Facebook.
If you have a customer list or data from your site, like purchaser
email addresses, you’re ready to get started.
Find more people who look like your current customers, visitors to
your website or Facebook Page fans.
To create a Lookalike Audience, you’ll need to have already
created either a Custom Audience, a verified upgraded Facebook
pixel, or a Facebook Page.
1. Go to Ads Manager
2. Select Tools
3. Select Audiences 4. Click Create Audience and select Lookalike Audience
5. Choose an existing customer group for your Lookalike
Audience Customer Insights
The more customer insights you have, the better you’re equipped
to deliver meaningful messages to people. That’s the thinking
behind Facebook Audience Insights, a new tool designed to help
marketers learn more about their target audiences, including
aggregate information about geography, demographics,
purchase behavior and more.
E.G. you want to raise awareness for your Health & Beauty Spa. You’d want to know how many people on Facebook live near your spas, men v women, age groups, as well as their interests, their past purchase behavior and how they tend to shop (online vs. in-store).
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