Getting Started with Facebook Ads Manager
Facebook ads are a great tool for businesses who have built their social media presence on Facebook but want to extend their reach beyond to find new audiences, share information on products, drive more traffic to their website, and more. Facebook ads allow businesses to target users based on their location, demographic, and profile information, with a message that resounds with them. Within the Facebook platform, you’re able to set an account spending limit with specified time frames during which your ad will run. Within your set time frame, Facebook will stop running ads once you have reached your ad spending limit, putting you in full control of your advertising budget and providing peace of mind that your ads will never run over budget.
How to Navigate
First, make sure that you are connected to a Business Manager account. To create an ad account, first go to Business Settings, then Accounts and choose Ad Accounts where you can add a page that is connected to your Business Manager. Once your ad account is set up for the page you’re managing, head back to the main Business Manager page, and you will see Ad Accounts. Click on the ad account you just created, and you’re then brought to the Ads Manager dashboard.
Account Overview and Campaigns
From the Ads Manager dashboard, you’re provided with your account overview where you can view campaigns at a high-level, track your campaign’s performance, and also see how much you are spending on Facebook ads.
It’s suggested that you label your campaigns by month and objective to easily manage them and stay organized. You can filter your ad manager view by week, month, or year, or you can customize your date range when viewing your campaigns. For every new campaign that you create, you can create subsequent ad sets that you can use to group together multiple ads. Ad sets are helpful when you want to create a variety of ads for the same audience, within the same month. For example, if you’ve already launched an ad in August and want to launch another, you can click into your August campaign and create a new ad set tailored to that audience.
Leverage Metrics to Achieve Success
Facebook gives you the option to customize the metrics you choose to track from your ad sets. When choosing what you want to measure, you can toggle over each category for a detailed definition of what that metric actually means, and why it might be important to you. You can view metrics on a campaign, ad set or ad level, and tweak which metrics you see under the “Columns” button in the top nav on the ads dashboard. For example, you might have chosen to see the name of your ad, delivery date, reach, and link clicks. Using Facebook’s dynamic date selector, you can see results for that day, and the amount spent metric shows how much money you’ve spent on your campaign starting at 12:00 a.m. (midnight) that day. A helpful hint when viewing your campaign metrics is to be mindful of your date range and make sure your campaign date is within that range. If it is not, your metrics will not populate!
One of the most important metrics to be aware of is your Relevance Score. The relevance score measures how well you targeted your audience for your ad on a scale from one to 10. The higher your score, the better targeted your audience was. A relevance score is measured by how many people engage with your ad, or how many people label your ad as “irrelevant” when it populates in their newsfeed. Facebook ads manager provides the option to export your data offline and save as a spreadsheet document. We highly recommend you leverage these and other metrics insights to help plan and optimize your future campaigns.
For more insight on how to get started with Facebook ads for your business, head over to Caster Academy or reach out to me directly @megannicole_pr with any questions.