Facebook ADS manager is Facebook’s advertising platform. In this guide, I’ll explain what opportunities it offers and how to best use the tool.
By 2021, presenting Facebook ADS managers may seem superfluous. The potential of this extraordinary marketing tool is now universally recognized and even the most refractory entrepreneurs are now convinced that advertising on Facebook can go well beyond the collection of likes, hearts, and comments. Everyone (or almost everyone) advertises on Facebook, but few do it well.
So is it superfluous to talk about Facebook ADS manager? In fact, I would say no.
Every day I work on and with Facebook and my eye is irresistibly drawn to advertisements. Making them is my job and spying on the competition is inevitable. How many times do I see completely off-target or badly created ads? Very often!
So if it is true that by now all entrepreneurs know that Facebook ADS manager exists, it is equally true that few really know what they are dealing with.
No problem: the important thing is to remedy your shortcomings!
Facebook ADS manager: what it is and what it is for
Defining Facebook ADS manager is pretty simple: it’s Facebook’s advertising system. ADS in fact stands for advertising, so the concept is quite clear.
On how things work, things get a little more complicated, because if it is true that creating an ad is in itself a quick and painless process, creating an ad that makes you good, that is, that achieves excellent results at the lowest possible expense. , it is complex and requires a certain amount of technical knowledge and experience. But let’s go step by step. What is the use of advertising on Facebook?
Given that later we will discuss in detail the specific objectives that we can try to pursue thanks to the Facebook ADS manager, in a nutshell, I can now tell you that by using this tool you have the opportunity to propose your content or products to a group of potentially interested people; and you can do so by crossing the limit of fans of your fan page, or by addressing a subset of all subscribers.
Fan? fan page? Yes, Facebook ADS manager is reserved for fan pages, you cannot start a campaign from your personal profile or form a group. And this explains the main reason why there is no point in trying to represent your business with anything other than a fan page.
The reasons for the success of the Facebook ADS manager
Why is Facebook ADS manager so talked about? Simple: it works very well.
In the course of its existence – that is from the now distant 2011 until today – the Facebook advertising platform has undergone numerous updates, changes, and second thoughts. The only aspect that has really remained unchanged is its performance.
Obviously, you must know how to move within the interface as well as you must necessarily know the concepts and variables that determine the success of a campaign. In this guide, I will explain everything you need to start experimenting with this tool. The commitment and experience you will accumulate playing with the Facebook ADS manager will do the rest.
The structure of Facebook ADS manager campaigns
Regardless of the objective you choose, each Facebook ADS manager advertising campaign will be hierarchically structured on three distinct levels :
- Level 1: Campaign – In this first step, you have to decide what will be the main goal that your ads will try to pursue. Once you have given a unique identifying name to the new campaign, you can move on to the next level.
- Level 2: Ad Group – If the previous step was rather mechanical, here you will have to work more than just going to define the duration, the assigned budget, and the target audience that will be reached by your ads. You will also decide on the placement and payment methods. It is important to note that a single campaign can contain multiple ad groups.
- Level 3: Ads – In this last step you will have to create the actual ads, or choose what users will see every time your advertisement will actually be published on Facebook. Basically, it is about creating posts by carefully choosing the copy (the portions of text that will make up the advertisement) and the visual (the visual part, therefore images, videos, or slideshows). Again, you should always keep in mind that a single ad group can contain more than one ad.
Only three steps and yet – we will see – the difficulties that lie behind each of these are many. Knowing how to untangle this path of creation will make the difference between a successful campaign and one that simply burns money unnecessarily.
How to create a new Facebook ADS manager campaign
Start by accessing Ads Manager, the tool that Facebook makes available to us to create and manage campaigns.
If this is your first time using Facebook ADS manager you will automatically create an advertising account and, once the creation process is complete, you will find this popup:
As you can see we are ready to start.
But first note: if you have some ad blocker extension installed on your browser ( AdBlock Plus for example) you will receive an error message. To use the Facebook ADS manager correctly you will need to disable the blocks on Facebook domains or suspend the functioning of the browser extension (or functionality) during the creation process.
The goals of Facebook ADS manager campaigns
There are several objectives available for Facebook ADS manager campaigns. Eleven to be exact. They are all specific and each has its own unique characteristics. All of them are perfect to meet a specific need.
However, for beginners, they can be a bit confusing. Is it better to choose Conversions or Sale of catalog products? Better to highlight a post or promote the page? To answer these questions, I will describe each of these eleven goals to you.
Every Facebook advertising activity must always be part of a precise marketing strategy, designed well before attempting to create campaigns. In some ways, the goal of the campaign should be clear before landing on Ads Manager. Now it is only a question of putting into practice what was designed.
I insist on this point because, on the contrary, when you are a beginner you tend to improvise. Paradoxically, precisely when you are least prepared to do it!
This type of campaign aims to promote the memory of the brand to the people who view the advertisements.
Facebook uses a calculated estimate, called the Estimated Increase in Brand Recollection, to measure the effectiveness of the advertising initiative.
Coverage campaigns have the sole objective of reaching as many people as possible within the audience that you will specify within the ad groups (we will see this shortly).
They are very simple campaigns, at least to create, but very useful when a brand, perhaps just landed on the market, needs to be known by a wide niche of enthusiasts (and therefore possible customers).
In this case, the goal of the campaign is to get users to click on the ad to view a page on your website. Once this objective has been selected, in fact, you will be asked to enter the URL (the address) of the page you want to sponsor.
Specify the address and you will be asked to create your Facebook Pixel. To do this, simply click on Create pixel, and thanks to this Facebook will be able to optimize the performance of your campaigns. If you want to learn more about the topic, I refer you to reading the guide on the Facebook pixel.
Once you have assigned a name to the new campaign, click on Create advertising account (if this is your first time advertising on Facebook) or on Set audience and budget if you have already used Facebook ADS manager before.
In this case, the goal is to bring people to your website and, in addition, have them complete a purchase or sign-up journey. The conversion must therefore be interpreted with its broadest meaning, ie independent of the concept of sale.
To create a campaign of this type it is necessary to create a conversion pixel and install it correctly on the pages of your website. so, if you don’t know how to create and install it on your website, I invite you again to consult the guide that I proposed in the previous paragraph.
Once the pixel has been created, you will need to specify a web address to promote and select a conversion action that signals Facebook that your goal has been achieved.
If you have just activated your Pixel, you will probably receive a warning indicating that there are no events.
Don’t worry, if you have correctly installed the pixel on your website as soon as it sends new activities to Facebook the ads will be optimized.
Why can’t I use Direct people to your website which is much easier?
Here we are. Earlier I was talking to you about possible confusion between the various objectives and now this question will probably whirl through your head. In this case and to an inexperienced eye, there could be an overlap between the two lenses. In reality, this is not the case, of course.
A campaign that targets conversions will choose to show ads to all people in the target audience that are similar to those who have already completed the conversion in the past. While if the goal of the campaign is to direct people to the website, the Facebook algorithm will search for people, among those who make up the target, particularly inclined to consult content shared on the social network. If we want you could see it as a nuance, but I assure you that this too will reduce the costs of the campaign!
Sale of products in the catalog
These campaigns allow you to offer users ads based on their past behavior. If, for example, a user has browsed your e-commerce and added a new product to the cart without completing the order, with a campaign of this type you could reach him again on Facebook showing exactly the product (or products) he had previously abandoned. in the cart.
The effectiveness, in terms of return on investment, of these campaigns, is now known and is based both on the high level of intention to purchase shown by users who are intercepted again by the advertisements, and on the simple principle according to which a user rarely completes a purchase on the first interaction.
With this in mind, we are no longer trying to take people out of the Facebook interface. Or at least that’s not the main goal of this type of advertisement. In this case, we are trying to get engagement (here is a specific guide), our interactions with posts, fan pages, or events.
If I promote a post that contains a link is it not the same as a campaign Do you, direct people, to your website?
Again the answer is no. Assuming you are promoting an ad consisting of identical visuals and copy, with a campaign aiming at promoting a Facebook post, it will tend to show the ad to users who are more willing to interact with the content using likes, comments, and shares. In the case of a campaign aiming to bring people to your website, Facebook will focus more on who tends to visit the links.
You will ask yourself: but if they like, comment or share they will still have read the content of the article, right? Well my dear: you are very optimistic. In fact, according to many statistical types of research, most Facebook users comment, share or report a preference for content based solely on what they see on the social network interface, i.e. a title, an image, and little more.
With this type of campaign, our goal is to get users to install an application. This can be either a smartphone or tablet app or a desktop computer application. It is very important to note that almost all experts in this field agree that the two campaign objectives inherent to applications are the most difficult to create and manage. In any case, to create a campaign you will have to choose an application (in case you want to promote a Facebook App) or the address from which it can be downloaded.
Traffic at the point of sale
One of the partial shortcomings of the Facebook ADS manager was the lack of attention to local businesses. Campaigns with a limited and general audience were rather penalized and had very high costs on average. Just to fill this gap, Facebook launched this type of campaign which, even without solving all the problems of local businesses, has still put a patch on the tear. The purpose of local campaigns is to let people in the vicinity know us.
In this case, Facebook asks us to enter the name of a fan page or to enter its address. But beware: only fan pages representing a local business can benefit from this type of campaign.
If you have published native videos on Facebook and want to increase their views, this type of campaign is ideal for achieving your goal. Also in this case a useful clarification is needed: as you can see, I specified native videos, that is, uploaded directly to Facebook. You can’t use this lens to promote content posted on YouTube, Vimeo, or whoever for them. In these cases, if you need to increase their visibility through Facebook ADS manager you will have to create an ad hoc post on your fan page and sponsor them using the Highlight the goal of your post.
But what difference does it make?
As in the previous cases, here too it is a question of target audience optimization. In the case of featured posts, we look for engagement for certain types of posts. Regarding video views, Facebook will focus on selecting people who have shown particular interest in videos and perhaps who tend to see them for longer than others.
It is one of the latest goals added by Facebook, but it has been available to us for a few years now, so it is mature and very well established. This type of campaign allows us to collect contacts (email addresses, telephone numbers, etc …) directly from Facebook.
They are very convenient because they allow us to work quickly without the need to necessarily create a landing page on which to insert a contact collection form.
Furthermore, the form interface is filled in directly by Facebook, simplifying the compilation phase as much as possible and significantly increasing the conversion rate.
Creating an advertising account
If this is the first time you are using Facebook ADS manager, after selecting the campaign objective and filling in all the required fields, you will have clicked on the Create advertising account button ending on this screen:
Theoretically, you shouldn’t want to change anything. In the advanced settings, you will be given the option to change the name of the account which, without changes, will take the name of your Facebook profile. Once we have checked that all settings are correct, we can proceed to the next step.
Well, now that you’ve selected the goal of your new campaign, Facebook wants to know more essential information: who to show your ads to, the period within which the advertising campaign will be active, and what your spending budget is.
To avoid making reading this article too extreme a test of resistance, I cannot show you the creation of the ad groups and, subsequently, the ads for each different campaign seen previously.
Each will have its own configuration details, but what is really important in a beginner’s guide are the general concepts and these will be addressed in great detail. To allow you to follow me in all stages of creation, know that I’m going to create a campaign to direct people to your website.
Definition of the target audience
It starts from here and believes me when I tell you that this is the most delicate step of the whole creative process. Later you will understand why, for the moment trust and pay a lot of attention.
As you can see, the available settings are many and some are already set by default. In this case, your advertisements will reach all adults who live or who are currently in Italy. In other words, pretty much everyone. We must skim and try to reduce the potential audience to isolate all those who might be genuinely interested in what we have to propose.
To keep track of the number of people who make up your audience and an estimate of the quality of your targeting, at the top right you will find a graph and an indication of the potential reach of the ad group. As for the graph, always keep in mind that it is more choreographic and can correctly report only the extreme cases, so do not rely too much on it.
I’ll stop you right away: why don’t we show the ad to everyone instead? isn’t it cheaper? (Relations between CTR and CPA)
No, it’s a mindset that, while it might be right in other areas, is just the opposite of what is required to be successful with Facebook Advertising. The algorithm that determines how much we will pay for achieving individual goals – in this case how much we will pay each time a user clicks on the ad and reaches the website – depends on how often the people to whom the ads are shown perform that particular action. In jargon, we call it Click Through Rate (CTR) and it is expressed as a percentage.
If an ad is shown 100 times receiving 5 clicks, the corresponding CTR will be equal to 5%. Although in reality, the factors that come into play to determine the cost of each action are many, as an approximation we can safely assert that the Cost Per Action (CPA) is indirectly proportional to the CTR, so the more the percentage of people who click on the content increases. , the more the CPA decreases.
Returning to the definition of the audience, therefore, you should now have more clear why it is so important. In fact, if we show our ad to a selected group of people so that many of them are interested, we will get a high CTR thus lowering the CPA. By maintaining an extremely large and heterogeneous audience, the CTR will inevitably plummet, sending the CPA sky high.
Why did Facebook do this devilry?
One of Facebook’s goals has always been to avoid the invasion of traditional advertising on its pages. When the introduction of an advertising system became necessary to capitalize on the huge volume of subscriptions, they set themselves the goal of programming an algorithm that would allow users to be reached only by quality content and in which they could be really interested. . In this way, advertising stops being invasive and, on the contrary, can even become useful for discovering the news that we are not aware of.
A sort of transparent advertising, therefore, which to be realized had and needs the collaboration of all advertisers. Clearly, we could not expect a free collaboration, and this payment system has proved to be the best deterrent for the incapable because, in addition to spending on average more, a poorly performing ad will tend to be delivered more rarely by Facebook and therefore will reach an increasingly fewer number of users at the same expense. In short: it is not convenient at all!
The targeting options
So we understand that targeting your ad audience is very important. It’s time to go into detail and see how to define it.
In the first section, we can affect purely demographic parameters. We can select any location, even the smallest villages. When a municipality is selected, Facebook allows us to establish a radius in addition to the city within which to show the ad.
By acting on the selector next to the number of kilometers we can narrow or expand the area involved.
At the moment, all the people who are in the area are selected. So a passing tourist stopped at a motorway restaurant could see our ad if he uses Facebook, perhaps from a smartphone. However, we can change this type of setting by acting on the selector at the top, or on the key on which you find written All the people in this place.
There are four possible settings:
- All people in this place: will involve everyone who sees Facebook in the demarcated area for the ad group.
- People who live in this place: it will involve all users who have reported the residence within the set range of action.
- People who were recently in this place: it will involve all the people who recently passed through the selected area.
- People traveling to this place: will involve all people whose most recent location is the area selected based on the information provided by the mobile device.
It is also important to note that, again in terms of geographical delimitation, we can include other locations but by clicking on Include we will open a drop-down menu from which to select the option that allows us to choose areas to exclude.
Age, gender, and language
After specifying the area of action of our ad group, we can proceed by defining an age, gender, and language spoken by the people interested in our ad. The language field is particularly important and should not be confused with the area of residence.
Here we go straight to the heart of targeting. Through the detailed targeting field,s we can in fact specify the interests and behaviors of the people we are going to reach. If you start typing something, Facebook will take care to provide us with some suggestions. In any case, we will have to select the characteristics that best describe the interested public, thus delimiting the potential coverage of the ad group.
To accomplish this task we can use:
- Other categories
To go into more detail you can start typing and see the suggestions proposed by the interface or use the Browse tab and navigate between the various categories :
Before proceeding with the creation of your campaign, I advise you to carefully browse the categories to realize the real potential of the tool.
Exclude people or narrow your audience
So far we have inserted interests or behaviors and we have broadened the target audience. In fact, the interests indicated so far are linked through a logical disjunction, namely:
Public = Interest 1 or Interest 2 or Interest 3 or … or Interest 4
If, on the other hand, you want to restrict the audience by purifying it of people you don’t think might be interested, you have two features available.
- Exclude People: This allows you to select interests, behavior, or demographics in the same ways you used previously. However, now you are not adding but excluding people who match the selected characteristics. If you add more than one, a user just needs to meet at least one of the listed criteria to be excluded.
- Narrow the audience: again you will select the interested audience by indicating the characteristics as done previously. However, now you are asking the Facebook algorithm to compose the audience so that, in addition to all the other characteristics, the users also satisfy at least one of those indicated here.
Please note that you are not obliged to use all the targeting possibilities offered. However, also and especially under what has been said about the relationship between CTR and CPA, I invite you to think carefully when you are going to create your audiences to make the best possible use of the tools you have available.
To complete the definition of the target audience for your new Facebook ADS manager campaign, only the last piece is missing: connections. Thanks to these you will be able to further refine the selection by adding or excluding people based on how they previously came into contact with your online business.
Connections allow you to target based on different types of actions they have performed so far. In detail:
- Facebook pages
- People who have “liked” your Page or follow it
- People similar to those who have “liked” your Page or follow it
- Exclude people who have liked or follow your Page
- People who have used your app
- People similar to those who have used your app
- Exclude people who have used your app
- People who responded to your event
- Exclude people who have already responded to your event
So assuming you want to create a new campaign to increase the likes of your company’s page, obviously, you will want to exclude people who like your page so as not to show your ad unnecessarily and thus trigger the usual vicious circle between CTR and CPA.
If you notice using this type of selection you can’t intersect the various results. For example, you can’t target everyone who has used your application while excluding people who are fans of your page. To build this type of condition you have to select Advanced combinations from the connections menu.
As you can see, thanks to this additional tool you can go to work harder and create much more complex conditions than the basic actions offer.
Once this step has also been completed, you can decide to save the audience thus generated by checking the Save this audience box or proceed further and define the budget.
How much to spend on Facebook depends more on your pocket than on the tool itself. Usually, the biggest risk entrepreneurs run is having a big budget and squandering it on poorly optimized campaigns.
In fact, net of macroscopic errors, by investing a lot of money, the results tend to arrive even working approximately. Clearly, they would arrive more abundant if the campaign were professionally managed, but often one does not realize how many opportunities are being squandered, dazzled by the results that continue to arrive anyway.
My advice, therefore, is to start by investing a modest amount concerning the total budget. Test differently using different target audiences and different advertisements. When you have identified the best performing combinations, push on the accelerator and invest more money in them. Regarding this type of test, I invite you to consult my guide to split tests.
As you can see, also in this case we have, at the bottom right, a tool to get an estimate of the number of people we can hope to reach every day for the expense that we can afford to support. In this case, having cleaned the targeting filters and therefore addressing a potential audience of 39 million people, I can reach between 12 and 36 thousand people. Clearly, those numbers will be proportional to the size of your target audience.
Why is there such a large gap?
The fact that Facebook indicates a range of between 12 and 36 thousand users depends on whether they connect that particular day and that for the target audience you are trying to reach there is more or less competition.
In fact, suppose a user logs in only once during the day and is targeted for ads for ten campaigns. Facebook will have to choose who to grant the space to. It will do so based on how much an account is willing to spend, but also and above all based on the quality of the listing. Once again, as you can see, it is particularly convenient to create quality campaigns.
Daily budget and total budget
The first choice you need to make is to specify to Facebook how much money you want to invest in the campaign. You have two options:
- Daily budget: you are communicating to Facebook the amount you are willing to invest each day for your campaign. By using this type of budget you can avoid setting the date on which the campaign will end and therefore it will be up to you to deactivate it when you see fit.
- Total budget: in this case, go to set the total amount of expenditure that you are willing to incur. By selecting this mode you will be asked to set a start date and the date on which the campaign will end. It will be Facebook’s algorithms that will determine how to allocate spending over the indicated period.
Which one to use?
The criticism that is most often leveled at the daily budget is to spend the expected money in any case, even at the cost of delivering the ad to that part of your target audience that rarely takes the action you are trying to achieve. To verify that this widespread belief was true, I tried to conduct a test by creating two identical campaigns in everything apart from the budget breakdown.
In one case I left the daily budget, in the other, I set the total budget so that the subdivision of this along with the duration, led me to have a daily distribution identical to the daily budget set in the first case. Obviously, several factors may have intervened to change the performance of the two campaigns, but the total budget actually spent different figures depending on the days, leaving us to imagine a better optimization in the delivery of the advertisements.
Once these settings have been completed, we are ready to move on to the next step, namely the creation of advertisements. Being a guide reserved for beginners, we do not dwell on the advanced options that you find immediately under the box just discussed. For now, just know that in the vast majority of cases the default settings are perfect.
Assign a name to the newly created ad group using the textbox at the bottom of the page then click on the Choose creative content button for the ad.
We have finally arrived at the last, fundamental step in the construction of a new Facebook ADS manager campaign: we are about to create an ad. It is a very important step because, after having carefully defined who will be the recipients of our advertising activity, we now have to create the elements that will actually come into contact with the public. It is therefore natural that we will have to pay particular attention to all the characterizing aspects of the advertisements.
The first choice you can make is the ability to create a new ad or use an existing post and promote that. If your campaign goal is different from promoting a post, we recommend that you create a new ad. The posts you publish on your fan page are hardly optimized to perform at their best in an advertising campaign.
Standard or carousel listings
Proceeding with the creation of a new advertisement you will have to choose which format to use:
- Only one image or video in your listings (standard listings)
- Multiple images in an advertisement (carousel adverts)
As you can see, the substantial difference lies in the presentation of the visual, that is the creative contents present in the advertisement. In the first case, the image has a 16: 9 form factor and at the same time, you have more space for the title and description of the content you are sharing. In the second you can upload up to a maximum of five square images (1: 1 ratio) which can then be browsed by pressing on the side arrows. You will increase the visual impact while sacrificing space for the title and description.
Note that every single image of a carousel ad can direct the user to a specific address, so they are particularly effective ads if you want to promote e-commerce items. Also, keep in mind that this format usually allows you to achieve generally better results in terms of CTR than traditional ads. This however does not mean that you will always have to use carousels anyway, as it all depends on your target audience. So my advice is – as always – to test after test and figure out which adverts give the best results.
Creating an ad
Once you have selected the format of the new advertisement, you can proceed to its composition. In this case, let’s see how to create a carousel since the process is slightly more complex and in any case, it allows me to also illustrate all the steps necessary to create a standard ad.
Link a fan page
First, select a page to link to the ad you are creating. In this way, any interactions gained from the ad will increase the engagement of the selected fan page. Clearly, you should select the page that represents the business you are promoting.
Create a copy
The next step is to create a copy. Depending on the type of campaign you have selected, you will have more or fewer characters available, in any case, Facebook will inform you when you reach the maximum threshold.
Order of carousels and information card
Good. If you have filled in the textbox reserved for copy, now you need to consider the two options relating to images and links.
The first option ( Automatically show first the links and images that get the best results ) allows Facebook algorithms to change the order of appearance of the images of the carousel ads to put in the first positions those with the best performance, that is, in the case of this specific campaign, those with the highest CTR.
The second option, on the other hand, allows you to decide whether to insert an additional card reserved for your brand in your new carousel. It will then be a generic form that will show the profile image of the linked fan page and a web address of your choice.
Visual and descriptions
Now it’s time to create the visual part of the ad. As you can see, you have a selector at your disposal thanks to which you can select every single slot that makes up the advertisement. For each of these, you can select an image, a title, a description (this is the only optional field), and a destination URL.
In case you need more slots than the three open by default you will have to press the “+”. As mentioned above, the maximum limit is five slots.
Call to action button
It sounds like a trifle, but the call-to-action (or Call-To-Action) button is often capable of significantly increasing CTR. It is, therefore, a good idea to always select one whenever possible. The options Facebook gives us for this ad element are:
- Request now
- Book now
- Contact us
- Receive the offer
- Request a quote
- Find out the timetables
- Find out more
- Listen now
- Get access
- Request a timetable
- See the menu
- Buy now
- Activate subscription
- See more
- Send a WhatsApp message
Whatever your choice, know that the button will direct the user to the address provided by the specific tab (in the case of carousel ads) or by the entire ad (in the case of a standard ad).
Preview and placement
As you have surely noticed throughout the creation phase, the Facebook ADS manager interface creates a dynamic preview of the ad on the right side of the screen.
From this module, we can see the placements selected for our ads. These are:
- Computer News Section: This ad format will be shown on the News Feed (the list of all posts) of target users viewing Facebook using a personal computer
- News section of mobile devices: format reserved for target users who view their News Feed using smartphones or tablets.
- Right column of computers: this format generates ads that will compose the right column that usually appears on every Facebook view. This destination has no mobile counterpart
- Audience Network: This format allows you to occupy positions on mobile apps and websites that use the Facebook advertising network. In other words, your ads will appear outside the usual context of the social network
- Instagram: One of the latest introductions from Facebook ADS manager. As you probably already know, Instagram is a property of Facebook and for a few months now it has also been possible to take advantage of the most popular photographic social network in the world for advertising.
Check previews and optimize ads
First, always remember, and I always say, to check the previews for any Facebook ADS manager placements you decide to enable.
Unfortunately, the length of the text portions is different for each destination so you may end up with a perfect ad for the News Section on your computer but it performs poorly on mobile devices.
If your campaign is on a high budget you may want to consider creating ad groups specific to the various placements. If, on the other hand, you have to deal with a tight budget, it may not make sense to segment it further (remember that you must reserve a part of the budget for each group of ads) and therefore you will have to try to mediate between the characteristics of the various placements you enable.
Which placements to enable?
As a rule, I recommend that you enable all of them and leave it to the performance statistics to judge the goodness of a ranking. Much depends on the topic and the type of campaign you are creating. Facebook ADS manager is always ready to amaze and on more than one occasion I have had unexpected results from the most unlikely placements (obviously unlikely according to my expectations).
It is therefore an excellent habit to never preclude you from any road. The first few days of the campaign will serve you to fine-tune it and fix all the small imperfections that will inevitably crop up. Once the statistics highlight the less performing placements you can disable them.
Finally Facebook ADS manager: click on Order
We have finally finished the process of creating your new campaign. You just have to click on the Order button to submit it to the Facebook ADS manager team for approval. If you have done everything correctly this will arrive in a few minutes and in the following hours the advertisements will be delivered to the selected audience.
Returning to the main Ads Management screen you will find the new campaign:
By clicking on the name, you will access the list of Ad Groups for that specific campaign:
As you can see, by acting on the line break selector you can disable an element of the campaign. In this case,e I have “turned off” the ad group because having created it just for example I do not care that the ads are actually delivered.
From here, by clicking on the Create ad group button you can create new ones to test different types of target audiences and see which one guarantees you the best results. By clicking on the group name instead, you will access the list of ads:
Once again: by clicking on Create advertisement you will have the opportunity to insert new advertisements to test their performance using the statistical apparatus that the Facebook ADS manager makes available to you.
In fact, on all the screens you can analyze the performance of the campaign and change the view of the columns. By pressing the Columns button: you will have access to a series of presets and the Customize columns tool … thanks to which you can decide which statistics to display.
Now it’s your turn! As we have seen Facebook’s ADS manager is a very versatile and powerful tool with very low economic access thresholds. Basically, you can create a campaign by investing the daily equivalent of a breakfast at the bar and if you have structured your initiative well, the conversions will pay off the investment!
It is clear, however, that in addition to reading this guide and many other useful resources available online or in the bookstore, you will necessarily have to gain experience and let the theory be accompanied by experience. In fact, I am extremely convinced that, beyond a solid basic preparation, it is precisely the constant exercise that makes the difference between a mediocre and an excellent campaign.
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