Word "Ads Manager" of the Facebook website

Facebook Ads Manager: our guide to understanding the Meta tool

For several years, Facebook Ads Manager has made Mark Zuckerberg billions of dollars, but the founder of the social media is far from being the only beneficiary. Advertisements posted on the platform also benefit a large number of businesses. They have made the advertising management of the most popular community site in the world a growth lever for their businesses. If the idea of ​​generating traffic, gaining notoriety on the Web or boosting sales via this tool appeals to you, follow the guide.

What is Facebook Ads Manager and how to open it?

Advertising manager, Facebook Ads Manager is accessible to all people who have a page on the social network.

Discover an intuitive tool to manage your advertisements

Facebook Ads Manager is one of the many tools deployed by the social media to its 2.91 billion subscribers. You can operate it from a computer or from a mobile. The interface remains almost the same everywhere. To be able to create your advertisements on the platform, log in to your Facebook account and find the icon in the form of three lines on the right of the screen.

The tab to open secondary commands is located on the section bar, after home, friends, watch, market, etc. Click on it and a drop-down menu will appear. Choose the line labeled Ads Manager to be able to launch your ads. Rest assured, the interface guides you step by step on the procedure to follow.

Try two ways to promote on your page

The simplest promotional action is to boost your entire Facebook page or a specific ad. You will not have to do anything other than push a single button intended for this purpose. The site will do the rest based on the information you chose when creating the portal. The target is automatically defined according to your activity and your customers. The other approach is to launch a real campaign where you decide the audience and various parameters yourself.

It should also be noted that it is entirely possible to manage announcements from Meta Business Manager. Requiring to open a professional account, this advertising network allows you to reach your targets at the same time on Facebook, Instagram, Whatsapp and Messenger. The four community platforms belong to the same recently renamed parent company. Regardless, page boosting and targeted advertising pay off on all Meta sites. For a campaign, allow a minimum of 1 euro/day for an optimal duration of 15 days.

Get familiar with the tools on the main menu

Although it is regularly updated, Facebook Ads Manager has several sections.

From your Ads Manager interface, you can:

  • Plan campaigns
  • Create new ads
  • Manage existing ads

Analyze the results in depth

On the main screen of the advertising manager, you have a summary dashboard of your paid promotional content. Then, the tools can be classified according to frequency of use. Commands you use often remain highly visible. Otherwise, it is always possible to display all the buttons for an overview.

You should especially get used to the Audience Insights tool. It allows you to precisely target the target audience for your campaign. You can specify the city, country, gender, age and interests of each recipient of your ad. Conversely, Facebook can also tell you which subscriber profiles like and follow your page. There is even a tab that lets you know what the common criteria are for those who are not interested.

Then there is the Creative Hub. It is a collaborative tool where you can develop your future advertisements. Ad mockups can be shared with other work colleagues, for example. This way, you can mature the project and come up with new ideas for content to put online.

Use Audience Insight wisely

Considered the most relevant tool in Facebook Ads Manager, Audience Insights is an audience report. It specifies the demographic criteria, activity, location, but also the interests of the people who follow your page. This is also the case for those who just liked a previous ad. Then, the report mentions the level of education and marital status, as well as the professional or brand pages that these people have recently consulted.

This tool allows you to better understand your competitors as well as their target audience. Indeed, Audience Insights can display statistical details to tell you who is following a competing page. It classifies them according to demographic criteria, the themes that interest them, the level of study and all the usual data.

Before creating your ad on the platform

Please note that Facebook Ads Manager allows you to create different types of advertisements. You can launch a poll, a video, an image carousel, a slideshow, a story, etc. The list of formats grows over the years.

Choose the format of your advertising carefully

Know that video remains one of the best ways to communicate on Facebook. The sequences must be prepared for in-stream mode. This is the ideal format to present a company or launch a product. If you need to lift the veil on an entire catalog, the carousel or the slideshow could be suitable. This kind of support is appreciated by people who are genuinely interested in your offers. These ads appear in the news feed of all social media members who meet your target’s criteria.

Then there is also Story mode. Displayed at the top of the Facebook home page, this type of content is especially suitable for young people. It allows you to post images, but also a series of very short videos. It’s the perfect medium for sharing anecdotes from an event you’re organizing. Yet another format, surveys can be fixed or in sequences. In both cases, the recipient is asked to give their answer on multiple choice questions. Although it does not engage that many people easily, this innovation has the advantage of being less expensive than a face-to-face survey.

Define your objective for the ad clearly

Advertising on Facebook mainly interests two types of advertisers. On the one hand, there are the e-commerce players. These are people who sell their products from a merchant site, as individuals, or exclusively on social networks. Whatever your status, the community platform team never asks you for tax identification for billing, so rest assured.

On the other hand, this advertising network is aimed at advertisers looking to generate leads. They do not sell directly on Facebook and the offers are varied. These are training centers of all kinds, software publishers, personal coaching specialists and many others. For them, the objective is not to sell products directly, but to acquire subscribers who can be converted into customers.

Launch your advertising in a few clicks

You should log into Facebook and go to the Ads Manager. Alternatively, you can copy the URL https://web.facebook.com/adsmanager/manage/campaigns? in the address bar of your browser. In both cases, the interface that opens in front of you is all black, white or gray, except for the “Create” button. Located at the top left, it is in green so you can easily find it.

Start by clicking on “Create”

When you press this green button, a dialog box instantly opens. You should specify the objective of the campaign you are about to launch. In the list of choices, from top to bottom: awareness, traffic, interaction, prospects, application promotion and sales. Click on the reason for your ad, then on the “Continue” tab at the bottom left.

A new page dedicated to your advertising opens. You should name it. For the sale of furniture from the e-commerce site of a carpentry store, for example, you can enter “armchair conversion campaign”. Then, it is also possible to specify the category. Among the choices available, there are housing, credit, social issues, etc. This step is optional, so leave the box blank.

Give more details about the campaign

At this stage you should provide more details on the nature of the advertising. Once again, you must choose the “sales” line if that is your objective. Afterwards, you will find the AB test tab. This passage should be skipped if you do not have several ads to launch simultaneously in order to compare and decide. Otherwise, you should move forward by activating the button on the Advantage Campaign Budget section. Drag the slider to the right.

You then arrive at boxes where you must enter the amounts you would like to spend on your advertising. In fact, there is no price list on the social network. You say the amount you want to invest and the Facebook algorithm will configure the visibility of your ad accordingly. The minimum budget recommended by specialists for professionals looking for results is €20. Obviously, the amount also depends on your goal and your offers.

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Continue preparing the announcement

After determining your budget, you must click on the “Continue” button at the bottom right of your screen.

Specify the conversion location

At this point, I should tell you that the ad may be the first in a series of advertisements. Give the whole thing a name, you may use it again to add other content in the future. In short, continue by indicating the place where you will actually sell the product. In the case of a sponsored publication on an armchair for example, the merchandise should exclusively be purchased on the carpenter’s website. For good reason, there are other choices of possible interactions with prospects: WhatsApp, Messenger, Call, Mobile application.

Now is the time to specify the pixel. This is a piece of code and the concept remains relatively complex, but by activating this command, you are setting cookies. These are small computer programs dedicated to personalized missions. For example, they allow us to know if visitors redirected via Facebook advertising have actually purchased on a merchant site. Afterwards, you will have to indicate the type of event that your offer will trigger. In the case of the furniture seller, the publication will generate Purchases. All these details are essential so that the algorithms can adjust the display of your ad.

Activate dynamic advertising content if necessary

If you enable the “Dynamic ad content” button, this means that you should give several ads to test. It’s up to Facebook to try them out and determine which ones generated the most results. In short, it is a tool for advanced users and companies that have a significant communications budget. Generally speaking, you should not activate it.

The next step is to specify the campaign start date and time. Unless you want to plan the start, this step is not obligatory. In any case, you only publish anything after you have finalized everything. There is a button for this purpose at the end of operations. Beforehand, you will have to check everything on a private model.

Define the target of your promotional action

This step is crucial since you should not make the wrong target. On your screen, two subpages indicate that you can use an existing audience or create a new one.

Personalize the audience of your advertising message

The “places” indication is set to France by default and you can leave it that way or change it. If it is possible to deliver your products throughout Europe, enter this information in the corresponding box. There you can point to a city on a map. The latter helps you to add to the precision the geographical delimitation of your target. If you offer your offers almost everywhere, skip the location.

After determining the reach of your ad, you should indicate the language of the recipients. The ideal would be to enter French in the corresponding box if the advertisement in question is in French. Next, there will be the age of your target. The tranche must be adapted to the offer. For furniture, for example, it would be preferable to target the heart of the working population. Put 25 to 55 years old.

Both genders (male and female) can be attracted to the purchase of an armchair, so leave the “all” box activated. For the target’s interests, take a theme related to the product. For furniture, choose “decoration” in the drop-down menu. Artificial intelligence will instantly evaluate the number of Facebook users corresponding to these audience criteria. If the number reaches a million, that’s a good sign, keep going.

Add other criteria to reach more people

Facebook Ads can reach millions of users, but criteria can limit the reach of an ad. So, to broaden the horizons of your advertising, consider using other characteristics. There are in particular behaviors. Choose the “active buyers” description at this level of the audience settings. An estimate of the number of people who will see your sponsored post will become slightly more refined. He is to your right.

To boost the chances of converting prospects, exclude dropshippers and Shopify. This means that you are only addressing real potential buyers, not people who will try to resell the product on other e-commerce platforms. Paradoxically, you can target Internet users who have subscribed to your competitors’ pages. In the case of selling furniture, it is possible to put IKEA as the center of interest of the target.

Proceed to create the content itself

This step involves creating the Facebook ad itself. You have several formats to choose from. Remember, however, that a clear image with a succinct caption can be enough to generate leads. For videos, keep the length to a maximum of one minute and a half so as not to lose the recipient’s attention before the end.

Configuring the ad to launch

You will have to create an ad via Facebook Ads Manager or import one. This second option remains the best. You can simply use a visual used on your site or a video spot already launched in the media. It’s even better if it is possible to make a short film especially for social networks.

In any case, take the time to look for a relevant catchphrase for your advertising. In less than 3 seconds, you should capture the Facebook user’s attention and make them stop scrolling. He will stop scrolling down his news feed if he reads words that resonate with him. Beautiful images also achieve the same effect.

Be creative to seduce

When you import your ad, you can choose to keep it simple with a single image. Then, the carousel is even better for presenting a product from several angles. Furthermore, you have the possibility to launch an entire collection of merchandise. For video, it is also possible to film an advertising sequence without editing from Facebook Ads Manager.

When you import the content, the ad manager offers you several ways to display it. The image can be portrait, landscape or square. The latter is suitable for displaying the news feed on a Smartphone screen. The vertical format will be more suitable for the story. The horizontal is made for the right column. Favor this choice if you think that your target audience connects mainly from a computer.

Finalize the Facebook ad

You’ve done most of the work. Moreover, a preview of the ad to be published is already displayed on the right of your screen. However, there are still a few steps to follow.

Put a relevant title

This is the element that Internet users will see first. It is in your best interest to choose a title that is as relevant as it is easy to understand. The term flash sale is recommended by other advertisers. Try to make it seem like this is an opportunity to be seized quickly. Limit your offer in time so that prospects can visit your site and make a purchase.

Since you’re on Facebook, there’s nothing stopping you from using emoticons. However, take models that evoke enthusiasm and definitely don’t overdo them. Professionalism requires you to use a relatively serious tone. Continue with the description of your offer. This information is optional, but it would be better if you have elements to add above the image or video.

Think about a call to action and don’t leave out the URL

You can put a button other than “Like”, “comment” and “share” below your ad. E-retailers generally choose “buy” so that the public can immediately be redirected to their merchant site and carry out the formalities specific to an online sale. Other advertisers prefer not to include anything so as not to give the impression of forcing Internet users’ hands.

Since the purpose of advertising is to attract customers to your site, don’t forget to copy the redirection link. In the “Destination” section, you should paste the exact URL of the product sheet. Once they land on this page, the visitor should be able to add it to their cart and proceed to secure online payment.

Duplicate the ad and launch your ad

The penultimate thing to do would be duplication. It is optional, but remains strongly recommended. This involves copying and pasting two or three other ads into the same folder. To do this, go to the top left of your screen, right next to the “Create” button. Tap “Duplicate” and you will have the option to launch other images into the campaign.

Consider changing the “interest” of the target with each of the three copies. If you have a limited budget, it might be best to run one ad at a time. As such, the “Check and Publish” button at the top right of the screen will allow you to definitively upload the content. It will not be online immediately. Other details will also need to be sorted out, such as payment. At best, the announcement will be published the next day. The third workbook on the Facebook Ads Manager home page is used to check the status of each ad.

Analyze your campaigns using Facebook Ads

To get the best return on investment, you should analyze boosted or sponsored posts made on Facebook. You will have some simple operations to do on the advertising manager.

Learn to decipher the different performance indicators

In 2022, there are at least a dozen indicators on Facebook Ads Manager. They give an idea of ​​the marketing results of advertisements, in addition to the commercial benefits. First, there are impressions which are nothing more than the ratio between the quantity of clicks on the ad and the number of Facebook users who have seen it. Then you have the coverage which says how many people actually watched the ad, at least once. It’s also the scope. Then there are the different costs: per click, per purchase or per 1000 impressions.

However, the most important indicator remains the “Results” section. Facebook uses this term to indicate the number of times the goal is achieved. In the case of an advertisement on an armchair for example, this is the quantity of furniture sold thanks to the campaign. Then there is also CTR or the ratio of clicks to repeat impressions. The higher it is, the more successful the advertising was.

Explore other advertising network analysis tools

The Facebook team is increasing the number of tools for optimizing and analyzing advertising campaigns. Pixel is one of the newest, but still complex. Its handling is reserved for those initiated in matters of coding. For those who want to go further, various third-party tools offer to optimize ads on Facebook. Some of the choices available include Reavelbot, Madgicx, AdEspresso, Driftrok, Sharpspring, AdRoll, and Tapclicks.