A to Z guide of Facebook Ads

attracting an audience - A to Z guide of Facebook Ads
Facebook Ads are a very important part of Social Media Marketing, with over 60 million businesses owning a Facebook Page. Marketing Managers are implementing Facebook Ads into their Marketing Strategies more than ever before. With this in mind, I have put together an A to Z for a quick insight into Facebook Ads and some of the keywords you are likely to find when using it as a marketing tool.

Ads Manager –  The place you want to be for creating and editing your Ads, viewing the performance and measuring the results of your Facebook Ad Campaigns.

Budget – The total amount you are willing to spend on a Facebook Ad, this can be done as either a daily budget (i.e. $5.00 a day) or a lifetime budget ($50.00 in total).

CPCCost per click is calculated to show how much each individual link click has cost you, it is a metric used to scale the effectiveness of your ad’s performance.

Detailed Targeting – This a way to define your audience and narrow down the group of people reached to be more suitable for your Facebook Ad, you can include or exclude: demographics (field of study, job title or relationship status etc), interests (restaurants, football, theatre etc) and behaviours (commuter, engaged shoppers, Apple iPhone users etc).

Estimated Daily Results – This is an estimation devised by Facebook Ads Manager to give you the estimate daily results for your Facebook Ad. They consider your budget, your bid strategy, your past performance data, market data and characteristics of your target audience. The types of results that can be estimated are; reach, event responses, leads, page likes, page engagements, offsite conversions etc.

Frequency – This is the average times that each person saw your Facebook Ad. It is calculated by impressions divided by reach. Frequency helps build brand awareness to show your target audience the advert several times so they recognise your brand converting them from cold leads into warm leads.

Gender – You have the option to choose male, female or all genders when creating the audience for your Facebook Ad.

Help Centre – Facebook has a help centre to provide you with any additional information you need when you are constructing your Facebook Ads https://www.facebook.com/help/

Impressions – This is the number of times that your Facebook Ad was shown or ‘on-screen’. For example, if the Ad appears on Facebook on the news feed this will count as one impression, even if they scroll back up the page and see it again.

Job Post Boost – There are options to boost a job post to gain more potential applicants, you can detail your targeting by location, but not by age or gender which are only available on Facebook Ad Campaigns.

KPI’s – Key Performance Indicators or KPI’s are the key metrics that make it easier to understand how your Facebook Ad Campaign performed. This can be viewed in the results column and will differ depending on the objective you have chosen to achieve.

Lead Generation – This is an option when setting up your campaign goals and is aimed at driving more sales leads from people interested in your business or brand. You can collect information such as email addresses, names, phone numbers etc so you can contact potential customers on or off Facebook.

Messenger Ads – These are Facebook Ads that appear on the home tab when people are using Facebook Messenger on their mobile. The Ad can lead people to a destination such as a website or a contact form etc depending on your ‘call to action’.

Negative Feedback – this is a score that Facebook accumulates depending on how many times people have hidden your Ad or have chosen not to see Ads from you, the score is either low, medium or high (if you Ad’s are great this should be low!).

Objective – The objective is what you wish to achieve out of your Facebook Ad campaign, for example, you may want to get more Facebook Page likes. There are different options available including; awareness (brand awareness or reach), consideration (traffic, engagement, video views etc) or conversion (conversions, catalogue sales or store visits).

Placement – The Ad can be selected to run on one or several platforms including Facebook (feeds, instant articles, marketplace etc.), Instagram (feed or stories) or Messenger (home or as a sponsored message).

Q – Facebook IQ – Facebook IQ is a tool that offers consumer and advertising insights and is a way to effectively plan your Facebook Ad Campaigns by researching your desired target market https://www.facebook.com/iq

Reach – The reach of a Facebook Ad is how many times a person saw your Ad at least once. The reach can be affected by your budget and audience targeting.

Schedule – You can schedule your Facebook Ad with a start date and time and an end date and time. Things to be considered when scheduling your Ad is to when your target audience will most likely be on Facebook and how long you would like your Ad to run for.

Traffic – Selecting ‘Traffic’ under consideration as a campaign objective will aim at sending more people to a destination on or off Facebook, such as an app or a website.

Unique Link Clicks – this is an estimated metric performed by Facebook by calculating the number of people that performed a link click on your Facebook Ad.

Video Views – You can create a video to engage followers through Facebook Ad’s whether you want to do a product launch, customer testimonies or behind-the-scenes footage. If you wish to appear on the ‘in-stream videos placement’ use a video between 5-15 seconds long as people tend to watch the entire video if they are shorter.

Website Leads – There are ways to track leads to your website by installing a Facebook Pixel to your website. This is useful for seeing how many people used Facebook to navigate to your website.

X – Facebook PiXels – Facebook Pixels can be easily added to your website by copying the appropriate Facebook Pixel Code (this can be found in the Facebook help centre) and posting it into your header box on your website pages. This will then track website leads, completed registrations and completed purchases, you will be able to access this data and use this to your advantage in future Ad campaigns.

You have Total Control of Your Ads – Remember that with Facebook Ad’s you have complete control over your budget, target audience, design, content, where they are displayed, ad duration and more! Use this to your advantage and sit back and watch the results!

Zuckerberg – Z is for Zuckerberg, I couldn’t really miss out this guy when discussing Facebook Ads. He has made it possible for businesses of any size to create more brand awareness through Facebook Ad’s targeting their desired target markets. If you haven’t used Facebook Ad’s for your business it is recommended, you can start out with a budget as low as $1 a day and still get results.

Thanks for reading!

Sam Horlock