As a Digital Media Imagineer, we handle all paid promotions on social, as well as provide insights and analytics to show the return on investment. Some people may recognize these duties as paid advertising. While yes, this is true there are ample layers to this cake. Below are four steps to publishing your Facebook advertising campaign. Before we get started, you have to understand that in order to publish an ad, you must have access to Facebook Business Manager. This is a portal to posting ads, keeping track of the analytics and a reference to previous data.
Creating an Ad Campaign
The first question you have to ask yourself is: “what kind of ad is it that I need?” A page likes campaign increases reach and impressions, which ultimately brings more likes to your page. A traffic campaign drives engagement and activity to your page, this can translate into website clicks or people staying on your page for a certain time. Lastly, one of the most popular is a boosted post, which is promoting a previously posted image or video for a certain budget. These are more common due to their ease and massive reach, with a smaller budget. Luckily, Facebook gives you ample options to choose from, not just these three. Depending on which campaign you choose, they all drive something specific.
Determining Your Ad Sets
After creating your ad campaign, the budget, setting your dates and selecting various target audiences are all key elements to consider in creating a well-reached ad. When a budget is determined, you may see varying fluctuations of how many people will be reached for the duration of your ad; so this is a choice to be mindful of.
Composing Your Ads
Similar to reading a newspaper, the ads that have clear and relevant images are what will draw your audience and capture their attention. Once, they are done with swooning over your photos, they’ll move on to reading your caption. The caption needs to be something that speaks to what you’re promoting and why the audience needs it, but try to keep it as direct as possible.
Publishing Your Ads
Once you have thoroughly read through your witty captions and found images that are representative of what it is you want to promote, you have to publish your campaign. Be cognizant of the option to go back and edit your ad, if needed, even after publishing it. It is only if the ad is set to run currently (today) and not in the future (a week from now) that you may not be able to make adjustments.
A final piece of advice is to make sure that you clearly set your budget to “daily” or “lifetime”. Choosing a daily budget means that you will be paying that amount per day and choosing the lifetime option will set the budget over the lifetime of the ad (hence the dates you chose).
Have any other advice about creating Facebook ads? Share them with us in the comments below!
Story By: Daija McElwee