FACEBOOK ADS MANAGER – GETTING STARTED

This article will teach you how to set up and advertise with an Ads Manager account. SOURCE: FACEBOOK

This lesson will prepare you to:

  1. Set up an Ads Manager account.
  2. Structure an ad campaign.
  3. Work with the Ads Manager campaign structure.

 

Create ads in Ads Manager

Ads Manager is the starting point for running more sophisticated ads across Facebook apps and services. It’s an all-in-one tool for creating ads, managing when and where they’ll run and tracking how well campaigns are performing. Ads Manager is designed for advertisers of every experience level to use.

Businesses can use Ads Manager to manage ads and see an overview of their efforts across multiple platforms. When advertisers see which elements of their campaigns perform best, they can adjust their ads to maximize their budgets and time to achieve their business goals.

For example, Tahrrisha from Little Lemon wants to use the advanced tools available in Ads Manager to scale advertising for the restaurant. We’ll use Little Lemon as an example for how a business can go from setting up Ads Manager to creating an ad.

Prepare to start advertising in Ads Manager

Once businesses see which posts lead to the most interactions, they can use Ads Manager to help achieve their desired campaign outcomes.

Every personal Facebook account has an associated Ads Manager account, but advertisers will need permission from a Facebook business Page or Instagram business account to create ads.

When setting up an Ads Manager account, advertisers will need to identify the following details for their ad account:

  1. Currency
  2. Time zone
  3. Spend limit
  4. Form of payment

 

To start running ads, complete these steps.


1. Go to your Facebook home page. On the left side of the page, under Explore, click See More to expand the menu and then select Ads Manager to view your ad account settings. You can also download the Facebook Ads Manager app to manage campaigns on a mobile device.

An account ID number, currency and time zone will automatically be assigned to you based on your location. You may change your currency and time zone, but doing so will set up a new Ads Manager account. Follow the popups to deactivate your old account. You’ll still be able to view old accounts in Ads Manager, but ads under the old account will stop running.

2. Under Options for currency and time zone, select your Advertising Purpose, Business Name and Business Address. This information is for legal purposes, as there may be restrictions on certain types of advertising in your region. Select Change when you’re done.

3. Click the credit card icon on the left side to access Payment Settings. You must enter payment settings in order to run ads. Here, you can:

See your balance.

Enter your payment method. You may add more than one, and you can return to Payment Settings to remove or change your methods at any point.

Set your account spending limit. This enables you to work within your budget by pausing ads when you reach your limit. Ads will remain paused until you change your limit, which you can do anytime when you return to this setting. When you’re finished, select Set Limit to save your settings.

 

Ads Manager campaign structure


Now that you’ve set up your account, let’s learn about some fundamentals of advertising in Ads Manager. Ads you create in Facebook Ads Manager have three parts: campaigns, ad sets and ads. Collectively, these parts are called the campaign structure. Knowing how they work together will help your ads run the way you want and reach the right people.

Tahrrisha has set up an Ads Manager account for Little Lemon and is ready to begin advertising. She has several unique goals and knows she will have to organize her ads to measure their success and ensure she is spending her money wisely.

Campaign

The first level of a campaign structure is the campaign, where you’ll choose an objective for your ad. An objective is your business goal, or what you want people to do when they see your ad. For example, you may want to increase traffic to your website or identify the audience that will be most likely to purchase your product or service.

There are three categories of objectives: Awareness, Consideration and Conversion. Depending on your objective, you may be required to set a destination for your ad. This is where people will be directed when they click your ad. You can set your destination to an external website, a mobile app registered on the Facebook developer site, Messenger or WhatsApp.

Ad sets

Once you set your objective, you can start designing ad sets. An ad set is nested under a campaign, and the settings you choose on this level will influence what choices are available to you at the ad level, the last level.

One of the most important things you’ll determine on the ad set level is your targeting strategy. You can have multiple ad sets within a single campaign, which will enable you to segment the audiences you are targeting your ads to later on.

 

A/B Testing

You will also have the option to turn on A/B testing at the campaign level. A/B testing enables you to change variables, such as your ad creative, audience or placement, to determine which strategy performs best and improve future campaigns. A/B testing will split your audiences evenly and measure the results in each group, so you can use it when you’re trying to compare different advertising strategies or measure the difference a new strategy makes against your existing campaigns.

Placements, budget and scheduling

You’ll also choose your placements, set your budget and choose your scheduling options at this level.

Placement

A placement determines where your ads will be displayed. You can decide which platform to run your ads on and whether they will appear in the feed, Stories, in-stream (before, during or after video content) or in-article. You can choose these manually or turn on automatic placements to run ads on all available placements.

Budget and Scheduling

A budget is the amount you want to spend on your whole campaign. You can also set a schedule. You can run the ad set continuously from the day you set it or pick start and end dates for your campaign.

Ad

This final level is where you’ll customize the creative elements of your ad. You can have multiple ads within a single ad set to test various formats. At this level you’ll determine your ad creative, including visual elements such as copy, photo or video, and set a call-to-action button to inspire action. 

Little Lemon sets up a campaign

 Tahrrisha is ready to begin advertising for Little Lemon and wants to make use of the more advanced capabilities available in Ads Manager. She set up an Ads Manager account and understands the campaign structure. Now she’s ready to start building campaigns.

SOURCE: FACEBOOK