Facebook had 2.91 billion monthly active users in the fourth quarter of 2021, making it the most used online social network in the (world) wide web. This number should give you an idea of how much marketing potential there is on the social platform.
In this article, we’ll go in-depth about everything Facebook Ads management and how you can use the Ads Manager to create, manage, and analyse your Facebook ads. Stay with us.
Facebook Ads Manager – What is it?
Since you’re interested in Facebook Ads management, it’s important to know that almost all of the magic happens through the Facebook Ads Manager. It’s the place where you can create and manage ads on Facebook, Messenger, Instagram, and the Audience Network.
The Facebook Ads Manager allows users to closely track the performance of their campaigns so that they improve on them. Facebook (or is it Meta now) continuously tries to make running and managing ads on its social networks easier than ever.
In other words, regardless of whether you’re a newcomer or a long-time veteran of digital marketing, Facebook will give you the proper tools and resources to create an efficient ad campaign.
Facebook Ads Manager – How to use it
Now that you’re familiar with the general aspects of the Facebook Ads Manager, let us take a deeper look at how to use it:
Creating a campaign
The first step to Facebook Ads management is creating your ad campaign. But, before we go through the different steps for creating an ad, let us clarify that Facebook offers marketers two ways for creating an ad campaign.
- Quick creation: Quick creation allows marketers to set up their ad campaign, ad set, and elements as they wish. This is the go-to option for professional advertisers and veteran marketers who are familiar with Facebook’s Ad Manager. This is what we use at Rockstar Marketing
- Guided creation: As the name suggests, this method includes a step-by-step wizard that walks marketers through the process of creating an ad campaign. Unsurprisingly, this option is best for people who are unfamiliar with Facebook ads management or digital marketing in general
Putting your ad together
Now that you’re familiar with the two different routes you can take when creating an Ad on Facebook’s social networks, let’s look at how you can start putting your ad together:
- Pick an objective: Your campaign’s objective is what you want to reach with your ad(s). It can be anything from increasing traffic to your website, getting more leads, conversions, and more. Always make sure to select an objective that best aligns with your goals
- Select a target audience: Your target audience is the users that are more likely to be interested in whatever products or services you might offer. Facebook’s audience(s) targeting is extremely specific and accurate. It’s also highly customisable to allow you to reach the right people
- Upload your creatives: Facebook supports numerous types of ads such as photos, videos, carousels, slideshows, and more. Facebook will ask you to upload whatever creatives are needed to get your ad up and running. Make sure that whatever you upload is of high quality
- Write your ad copy: Once you upload your ad creative, Facebook will ask you to write your ad copy. Make sure to write something that is concise, informative, and most importantly, relevant to the product or service featured in your ad
- Set a bid amount: When all is said and done, you will need to set your bid amount. This amount is dependent on your marketing budget, the ad’s type, placement, and more
- You’re done! Facebook can take up to 24 hours to review your ad. Once it’s approved, you’ll be notified
Editing your ads
Your chances of creating a perfect ad from the get-go are next to none. A lot of things can go wrong, from something as small as a typo in your ad copy to something as major as wrong targeting parameters. A skilled Facebook ads agency can help maximise your ad spend from the get-go.
Don’t worry, though, since editing an ad in Facebook Ads Manager is super easy and straightforward. To update any aspect of a running campaign, find yourself on the Campaigns page, then hover your cursor over the campaign in question and click on Edit.
Conveniently so, Facebook allows users to bulk edit many campaigns, ad sets, or ads at once. To do this, simply check all the boxes of the campaigns that you want to bulk edit, then click on Edit in the navigation bar.
As for what you can edit, here are the different options:
- Campaigns: You can edit the campaign’s name, set its minimum and maximum spend amounts, change its budgets, and switch it on or off
- Ad sets: You can edit the ad set’s name, change its start and end dates, set spending limits, edit your target audience, and mess with the optimisation and delivery
- Ads: Lastly, for ads, you can edit the name of the ad, edit its creative elements (image, text, call to action, link, etc.), and more
Facebook Ads Management – Reporting
Facebook provides its users with a lot of data on the performance of their ads through reports. It also allows marketers to customise their reports to their very exact needs. Currently, Facebook has the following columns that you can choose from:
- Performance: Reach, results, the amount spent, and more
- Setup: Bidding, budget, objective, etc
- Delivery: Reach, CPM, impressions, and more
- Engagement: Reactions, comments, shares
- Video engagement: Number of video plays, cost per video plays, etc
- App engagement: Number of app installs, actions, cost per app install, etc
- Carousel engagement: Reach, impressions, clicks, etc
- Performance and clicks: Results, reach, cost, and more
- Cross-device: Mobile apps installed, actions taken on website, conversions, and more
- Offline conversions: Purchases, cost per purchase, and more
- Bidding and optimisation: Results, bidding strategy, budget, etc
- Messenger engagement: Messaging replies, number of link clicks, etc
- Digital circular: Instant experience clicks and impressions, etc
If these presets don’t work for you, you can either customise them or create your own by clicking on “Customise Columns” in the dropdown menu. Once you do that, a popup window will appear where you can select or deselect metrics according to your personal needs.
If you want to generate more specific and detailed advertising reports, simply use the breakdown feature. Your Facebook ads data can be broken down by:
- Delivery: Location, age, platform used
- Action: Conversion, video view, install, etc
- Time: A day, week, or month
The breakdown feature allows you to select up to one criterion from each section. Once you do that, your reporting table will be updated.
Facebook Ads Management – Tips & tricks
Familiarise yourself with custom audiences
Custom audiences are the backbone of both Facebook marketing and remarketing, especially the latter. Through them, marketers can target five different user segments:
- App activity: You can target people who have previously launched or interacted with your app
- Offline activity: Target individuals who have interacted with your physical store(s), by phone, etc
- Website traffic: Target users who have visited your website or specific pages of your website
- Lead Forms: You can target users who have opened your lead form but failed to convert
- Customer file: You can match email addresses or phone numbers to existing Facebook accounts and then target them
- Engagement: Target people who have engaged with your content on Facebook or Instagram
Adding demographic, behavioural, and interest targeting to the mixture can help you to better refine your audience for superior targeting.
Produce mobile-friendly ads
As of January 2022, around 82% of Facebook’s user base are exclusively exploring the social media platform on their mobile devices. This means that whatever ad content you produce should be mobile-first.
It’s important to put yourself in the shoes of an average mobile user who continuously scrolls through their feed for an hour or two on a daily basis. So, not only should the dimensions of your ad creative(s) be appropriate for mobile, but they also need to be attractive enough to stop people from scrolling.
A mobile-friendly ad will ensure that you get the most leads and engagement with your content since mobile-first content easily scales up to desktop users.
Run retargeting campaigns
Facebook ads aren’t solely used for attracting new leads. They also make for a great opportunity to retarget audience members that are very much familiar with your business but perhaps haven’t converted yet.
Most retargeted ads have a lower cost per click and a higher conversion rate. That’s because they target an audience that’s already familiar with your brand.
Need help with Facebook Ads management?
Managing your Facebook ads can be a hustle, especially if you need to focus on other areas of your business. Thankfully, you needn’t do it alone. Book a discovery call with us today, and we’ll show you how we can improve your business through Facebook Ads.