There are more than 5 million active advertisers on Facebook! It can be overwhelming when thinking about all the competition but when marketers are provided with the right tools for understanding, creating and executing successful Facebook ads your competition can be crushed.
Self-proclaimed “accidental marketer” Jon Loomer hosted a beginner’s webinar for Facebook advertisers not too long ago. Jon Loomer is known for focusing his content and resources on advanced Facebook marketers, so it is exciting to see content geared towards beginners. And I decided to join the webinar! To not only see what tools Jon thought were at the core of successful advertising on Facebook but to test my knowledge.
The webinar did not disappoint. I thought he did a great job ignoring all the “extra” distractions that can confuse beginners and instead spent time explaining the fundamentals that make or break your Facebook ads. His course was a great refresher and provided tools that every Facebook marketer should know. Below are the three topics Jon covered extensively, so read up and then test your knowledge of Facebook advertising!
Embrace The Facebook Newsfeed
Just like any other form of marketing it makes no sense to invest your time and money if you do not understand the environment you are advertising in. And when it comes to Facebook everything happens in the News Feed. Facebook’s News Feed algorithm is always under attack but what it boils down to is Facebook only wants to show users what they want to see.
It is important to remember the algorithm affects both brands and users. Billions of people are using Facebook every day, and people can’t be online 24/7 to see everything users and brands post. So Facebook sorts it out for you, the content you see in your News Feed is based on the engagement the post is getting, your relationship/interest in that person who posted it and relevancy of other content that is being published. Even if your News Feed still updated in chronological order there is no way you would catch everything going on; something is always bound to be missed. So for your content to be seen by lots of people, it all comes down to being relevant. The more Facebook content relates to users, the more they log in, which then turns into social surfing, that translates into more time spent on Facebook and higher odds that your Page, posts, and ads will be seen.
The key to not only embracing the Facebook News Feed algorithm but using it to your advantage is by creating good content. Good content gets read, liked and shared and is rewarded with this algorithm system.
Where to Create Ads
There are three ways to create Facebook ads. You can Boost a post, use the Ad Create tool seen all over Facebook or the Power Editor. Jon spent some time explaining all three. You might already use the Power Editor tool but if not this information gives you the courage to start because you are missing out on some impactful features.
The Boost button is found directly on the content you publish on Facebook. It is that large blue button the pops up in the right bottom corner of your post and is the easiest way to create a Facebook ad. However, easy does not mean the most effective. This button was created because Facebook knows that creating ads can be complicated, so they rolled up all the steps into one area and created the Boost button. It’s so easy you don’t even have to leave your brands page! Jon predicted that nearly 95% of ads are created with the Boost button. Which probably means there are a lot of not-so-great ads out there- but you already knew that.
- Can’t set objective– Objectives like conversions, engagement, website clicks can’t be controlled through the Boost button.
- Can’t control placement– The actual placement of the ad within Facebook whether it be in the News Feed, Instagram or audience network can’t be altered.
- No dayparting abilities– Which is when you can set ads to run during specific times and days only.
- Minimum targeting and excluding options– You can’t “exclude” anything when it comes to targeting in boosted content.
- Can’t adjust optimization and pricing– There is only a total budget, and it can’t be adjusted per day.
- Can’t use accelerated delivery– This is a way of showing ads quickly and for a short period.
- Can’t create multiple ad sets or ads– You are only promoting one post at a time, so you aren’t able to test anything.
- No CTA button– You are not able to add a different call-to-action button to your post.
The Boost button should only be used if you are very new to Facebook advertising or you need to create an ad quickly because you are short on time and can’t get into the details of creating an ad.
Create AD Tool:
The Create AD tool is a more advanced tool within Ads Manager. This tool gives you a full range of options to create, target and schedule ads.
- No reach and frequency buying type– This is how many people you can reach and the ability to put a cap on how many times they see your ad.
- Mass editing and creation are slower– Most people should be running a split test on their ads and editing multiple ads is much easier in Power Editor.
- Can’t import or export campaigns– There is no way for you to import or export CVS files.
The Create AD tool is best used after you have become comfortable with the Boost button but maybe aren’t ready to tackle Power Editor. Use this tool when you just want to create one ad within a campaign.
The Power Editor is what advanced Facebook advertisers use. It has gotten a lot easier to use over the years and had all the features in the Boost button and AD Create tool plus more. With Power Editor, you can create reach & frequency buying types, editing ads used for split testing takes minutes, you can import CVS files for campaigns, and the best reason for using it is that the newest features for Facebook ads are almost always rolled out on Power Editor first.
- More difficult to use– It can be overwhelming with all of the features you are given.
- Chrome & desktop only– You have to use a Chrome web browser, and there is no app for Power Editor to be used outside of a desktop computer.
The best time to use Power Editor is when you are creating multiple campaigns, ad sets, and ads. It saves you so much time and the more you force yourself to use it the more comfortable Power Editor is.
Learning how to target your ads on Facebook is so important. You are creating ads for the sole purpose of getting users to perform an action you want, but what if the right people never see it?
When you first start creating ads your instinct is going to be to target around people’s interests. However, you need to resist that urge! If you think about it, you have no idea where those interests are coming from and can’t justify targeting people based off of that. You first need to start by asking this question: Who is most likely to respond positively to my ads? The answer–> the people that are closest to your brand.
According to Jon, this is the order in which you should target ads:
- Those who have purchased from you- Those are people who already believe in your product because they have bought from you. They are most likely to share content, re-visit your website and buy again so target them because they already know you. This may be a smaller group, but this is a higher quality group.
- Those who are on your email list– An email address is an investment into your brand but is not as good as someone who has made a purchase. Email addresses are not considered as high quality because people often give out older email addresses and the number of emails that match up on Facebook is usually only 50%.
- Those who visited your website– This is a light action made by a user. Target people who have visited any one of your website pages in the last 180 days for the best results.
- Those who use your app
- Those who like your Page- A lot of people want to start with this one, but you need to remember these users have only shown that they are interested, which is not a big commitment. They are valuable because they are most likely to see your content on Facebook, but they are not the first people you should be targeting.
- Those similar to groups above
Jon stressed that as you go down the list of who to target you will see that the groups towards the bottom of the list have made a smaller investment than those at the top, you have made commitments to your brand. Jon wants you to use your customers, email lists, and website views first to build an audience but what do you do if you have a smaller amount of people in one of those lists or all three? That is where you start building a lookalike audience. You can use one of those audiences or all three of them to create a lookalike audience. Facebook takes what they know about that audience and matches similar people on Facebook with them to bring you a much broader audience to advertise. This is still a better way to target people than with interest because they have multiple things in common with people who have made commitments to your brand.
Understanding the Newsfeed is important, learning how to create an ad is a fundamental skill but neither one of those things will get you very far if you are not targeting the right people. Make sure to get this part right!
Wrap It Up
How did you do? Was any of this new information or at least a new perceptive on how to look at creating Facebook ads? Facebook is constantly evolving the tools they offer advertisers, but if you can stick to these core rules, you will have success no matter what they roll out next.
Want more content about Facebook marketing, Check out Why Is Everyone Talking About Facebook Groups? HERE!