How to advertise on Facebook? A question that deserves to be asked, because although the platform defends itself, making Facebook Ads is not so simple. This guide to Facebook advertising is perfect for young entrepreneurs who want to get more revenue. Maybe you’ve just opened a dropshipping online store and are looking for ways to make your first sales? If so, you’ll find all the answers to your questions in this article.
In e-commerce, Facebook Ads are a must. Indeed, it’s hard to resist this social network offering a potential target of one and a half billion people worldwide. Thanks to Facebook advertising, you will be able to target specific audiences according to your niche. We’ll explain how.
If you see Facebook Ads as a very complicated commando operation, relax, because you’ll understand everything. From the Facebook ad manager, pixels, conversion tracking, campaign goals to the mysterious Power editor tool, we explain it all in this article which is a perfect facebook course for beginners.
Let’s go for your little Facebook Ads training.
Why a Facebook course?
Facebook advertising is used by a large majority of drop shippers to generate traffic and sales in their online shop.
The price of Facebook advertising being affordable, many entrepreneurs first launch themselves on this channel which can be very profitable if well mastered.
Facebook has more than 2.4 billion active users per month. A huge advertising audience opportunity for all companies, but one wonders how to reach these individuals personally. This is done through targeted advertising. Facebook’s advertising algorithm is very powerful and allows you to target each user according to their location, their tastes, their activities on the Internet, … hence the interest of advertising on Facebook. As long as you work well on your Facebook audience and campaigns.
How to advertise on Facebook?
A part of your customers is necessarily on the social network. The only interesting question is: how to advertise on Facebook and reach them efficiently?
Facebook Ads offers entrepreneurs very advanced targeting functions. You will be able to target people by geographical location (countries, regions, cities, and zip codes), but also by gender, age, as well as my interests, behaviors, life events, and many other criteria.
Also, you will be able to promote just about any type of content on Facebook: posts, photos and albums, videos, events, offers, and of course, links to your website.
If you combine a huge user base, incredible targeting options, and a variety of campaign objectives, it becomes clear why Facebook Ads are a very powerful tool for e-commerce entrepreneurs. We explain in detail how to advertise on Facebook :
How does Facebook advertising work?
Let’s take a closer look at how Facebook Ads work. The goal of Facebook is to optimize the advertising space it has available to the maximum. They achieve this by publishing thousands of mini auctions per second in which advertisers compete for ad space. If you win the auction, you are billed and your ad will be delivered to the target you have selected.
How much does a Facebook ad cost?
It varies, precisely because of this auction system. The price of a Facebook ad will change depending on many factors, including the country, the audience, the placement, and even the quality of your ads.
For example, the USA is a country where competition is high, so Facebook Ads will cost more here than in Vietnam or India. Even in the USA, targeting certain audiences will cost you two or three times more. You will have to test it against your business and evaluate the results. This is the first lesson to remember: Facebook Ads require a lot of testing. Try what you think is interesting and adapt your campaigns based on the results. The average Facebook ad price can range from 0.01 or 0.02 sets of CPC (cost per click) up to 0.50 cents to 1 dollar if you are on very competitive audiences or keywords. But the average Facebook ad price is around 0.10 to .15cts of CPC.
For your first campaigns, you can choose a CPC budget but we advise you to choose a CPA strategy (cost per acquisition or conversion).
Now that you understand a little more how Facebook advertising works, let’s see in detail how to make a Facebook campaign.
The Facebook advertising guide: preparing a Facebook campaign
In this section of our Facebook course, I will explain how to create an account and master the Facebook ad manager.
Opening an account on the Facebook Ad Manager
If you have not yet created a Facebook ad campaign, you will first need to open an ad account in the Facebook Business Manager.
Scroll down the menu at the top right and create an advertising account. Then click on “Manage Ads” and select your account.
In the “Facebook Ads” menu, go to “Settings”.
Enter your business name and address. If you have more than one person involved, click on the “Add People” button on the right side of the page. Choose the level of rights you want to grant to these people, enter their name or email address. Click to confirm.
With this option, you do not need to share your logins as these people will be able to manage the campaigns from their account.
How do I pay for advertising on Facebook?
You will need to add a payment method under the “Payment Settings” tab. Click on “Add a payment method” and enter the required contact information.
That’s it, your Facebook ad manager is set up! Once you’ve made these settings, let’s start looking for your audience.
The Facebook Audience Search Guide for your targeted advertising
In this section, we will discuss the issue of audience targeting for Facebook advertising. Identifying the right audience is the most crucial part of Facebook Ads.
If you choose an irrelevant audience for your ad, you will simply waste your precious budget on the wrong people. To properly define your audience about your Facebook strategy, you will need to ask yourself the 7 questions below. The answers to these questions are not necessarily complex, but collecting and verifying the answers can take a little time.
- Who are the authority figures, leaders, or big brands in your niche?
This step is quite simple since you only need to use search engines to investigate the key players in your industry. Collect as many personalities as possible.
- What books or magazines do your customers read?
You can also answer this question by doing Google searches. See which magazines are popular with your target audience. Also search Amazon in the books section. You’ll be able to target authors directly.
- What events do they attend?
This is a very important part of your search because people interested in a topic or industry usually go to conferences or events.
- What websites do they visit?
To understand the type of sites your audience visits, you can start by tracking the blogs and forums they visit. This will give you a better insight into the topics of interest to your target audience, their problems, and questions (which your product intends to answer).
- Where do they live?
This question is important if you want to sell a product that particularly works in a specific geographical area, or if you have a physical shop.
- What tools do they use?
What types of tools does your audience need? For example, e-commerce platforms use analytical tools, content tools, marketing tools, etc. For example, e-commerce platforms use analytical tools, content tools, marketing tools, etc. It can be any tool that simplifies the life of your users or that is related to an activity or product that interests them.
- What makes this group unique?
This question may require further reflection. Think about the specificity or characteristics of your audience. The size of your audience will automatically be defined by the characteristics you attribute to it: mainly demographic and interest criteria.
When it comes to identifying my targets for a Facebook ad campaign, I like to be very specific. For example, in the USA, I would choose an audience between 50,000 and 100,000 people.
It is recommended that you do not use general interests such as nature, sports or cooking, but rather choose very specific ones, such as relevant brands, authors, books, magazines, websites or even Facebook pages. If you want your Facebook ads to be successful, you need to know your customers’ passions.
To identify them, you will use audience statistics.
Go to this interface and select the basic criteria of your audience.
Then click on “I like a page” in the top menu and scroll down until you see a list of other pages relevant to the audience you’ve selected.
Now that we have a list of potential interests and decided which products we will promote, we can create a targeted advertisement. But which advertising format to choose?
The different types of Facebook publishing formats
Choose a Facebook publishing dimension
There are several types of Facebook ad formats. You can choose your format according to the uses of your audience (are they more mobile or desktop? More videos or images?) but also according to the product you want to promote. You can also choose several formats and see which one generates the most clicks. Looking for an example of a Facebook ad? We give you several below!
The Facebook ad format with image
This is the most used type of Facebook advertising because it is the one that requires the least work. All you need is a nice image of your product! Also, think about having an engaging text and call to action to be able to generate clicks. But the performance of this ad will be less important than with a video.
Facebook Video Ads
They are currently very popular because the video is the most engaging format on Facebook. But you still need to master the use of video! To make video ads, you need a dynamic video, of good quality, very short (less than 10 seconds), and subtitled for the many people who watch videos without sound.
You don’t need to be a video editor or image professional to make a good video. Many online video editing tools will make you look like a pro!
The Facebook carousel or the Facebook collections
This advertising format is not one of the most used but it has the merit to exist and to be able to propose beautiful effects if you can’t make a nice video. The Facebook carousel can allow you to see your products from different angles or bring a more dynamic format to an image.
As for the format of the collection, it is only useful if you have several products to present in the Facebook ad. We do not recommend this format because it is better to have a different ad for each product.
Ads in the Facebook Messenger chat tool are increasingly being used by brands primarily to initiate a discussion or to bring a user back to the company’s Facebook page. This tool can also allow for dynamic conversations that may be of interest to your audience, especially if you are selling services. If you only sell one product, it is difficult to build a whole conversation around it, so we recommend image or video advertising instead.
The Instagram story ads… and Facebook
Because yes, Instagram belongs to Facebook, you must set your Instagram ads on the Facebook ad manager.
Instagram story ads are very trendy at the moment but they tend to flood the platform, so only use it as a targeted or retargeting ad, i.e. to bring back people who came to your site (identified by Facebook Pixel).
To have a successful Instagram story ad, it must be very short, visual, and dynamic. Also, think about the landing page of your advertisement so that the sale is fast. You can also use the “buy” button on Instagram. You can also make Facebook story ads, although they are much less used.
What size for your Facebook publication?
The size of your Facebook publication is also important for your ads. It depends on the ad format you have chosen, but here are the most common ones:
- Facebook Video Ad: 1280 x 720 (px) landscape, 600 x 600 (px) square.
- Advertising stories Instagram: 1080 x 1920 (px)
Tuto Facebook Ads: Steps to launch a first advertising campaign
Activate your Facebook Pixel
Before launching your ad, you must activate your Facebook Pixel on your site. To do this, you will need to copy and paste a piece of code on all the pages of your site that you will find on Facebook. Just follow the steps in your Facebook ad manager.
If you have a Shopify site, you can activate it even easier. Go to your Facebook business page manager to copy the pixel ID. Your shop is now connected to the Facebook Pixel!
The Facebook Pixel is a valuable tool that will let you know what users are doing on your site and analyze your performance.
Thanks to this tool, you will also be able to set up retargeting ads (to target people who have already come to your site without making a purchase) or to test similar audiences (lookalike audiences).
We will show you here how to create this famous Facebook campaign.
Three options are waiting for you:
- Promoting posts on your Facebook pages
- The advertising creation tool
- The Power Editor tool
The post-boost is the fastest and easiest way to promote your content, but it is also the least effective. For a good Facebook strategy, I advise you not to limit yourself to it.
Conversely, Power Editor is a bit too complicated for beginners who are just learning how to launch a Facebook advertising campaign. Although it allows you to explore every advertising feature imaginable, it is not very intuitive.
That’s why we’ll focus here on the ad creation tool. It offers most of the advertising options but is simpler to use.
Choosing your campaign objectives
First, go to the campaign manager and click on “Create”. You will immediately see a list of campaign objectives.
You are presented with 15 campaign objectives (although some of them are only accessible via Power Editor), and you should always choose only the one that makes the most sense concerning your final objective. It may seem like just one click, but that click is of the utmost importance for your Facebook advertising strategy.
It’s important because you won’t be able to change it anymore. So keep in mind that your objective should describe the main purpose of your ad.
If you want to promote an online shop with Facebook advertising, you will choose either the “Traffic” or the “Conversions” objective. To take advantage of the second point, you will need to set up your Shopify online store, which we will discuss below.
This time, choose “Traffic” and click “Continue”. On the next page, enter the URL of the product you wish to promote and scroll down to the “Audience” section.
The next steps in this Facebook Ads tutorial are very important. For your campaign to be effective, you need to specify an audience, a budget, and a schedule.
Select your audience
Again, targeted advertising is vital to the success of your Facebook ad.
You will need to choose the location, age, gender, and language of your audience:
The criteria listed in this section determine the size of your audience. The criteria listed in this section determine the size of your audience, which depends primarily on the country in which it is located. For example, the audience volume in the United States is much larger than in the Netherlands. The size of your audience according to your criteria is displayed at the top right of the page. It’s easy to understand that it’s all about staying in the green zone. It is more interesting to target small audiences when you use specific areas of interest.
On the other hand, it is not advisable to combine audiences from several countries. It is better to focus on one country per campaign. If your audience is too small for this, try to group similar countries. For example, in the Scandinavian countries, the prices of advertising campaigns and consumer behavior are very similar.
A basic tip for newbies to Facebook advertising: Don’t make assumptions about demographics in your first campaign. The largest groups on Facebook are the 18-24 and 25-34 age groups, but you could be missing out on a gold mine if you avoid the older age groups. Start by targeting all groups and in a few days you can make decisions based on data.
Then add one or two interests you’ve discovered to the detailed list of interests.
You can even use a combination of interests by checking the “Advanced Targeting Extension”, which is targeting people interested in all the interests listed above AND a particular site.
Define a budget and schedule
You are then asked whether you prefer to place your Facebook Ads manually or use automatic placement. For a first campaign, choose the automatic option.
Now you have to indicate whether you want a daily or global budget and how much you want to spend. Those of you who are completely new to Facebook might find this question a bit tricky. Indeed, when it comes to Facebook advertising costs, nothing is set in stone. Different market conditions may lead you to budget differently. Let’s try to clarify the situation:
Don’t be afraid to set a higher budget on the first day because when you’re starting, Facebook won’t be able to spend your budget on a single day. And if your campaign is successful, you won’t need to increase your budget.
In case you are not satisfied, you can always change that later, but it will give you a much better view of your performance level. Increasing the budget is a delicate action that needs to be done in a balanced way. As a general rule, if you decide to increase your budget, do it by 30 to 40% maximum and do not make any changes within 2 or 3 days.
In the next section, decide whether you want to activate your campaign on an ongoing basis or specific dates. If you’re not familiar with Facebook advertising and are unsure of the best schedule for your campaign, set these settings to default. Facebook will publish your campaign on an ongoing basis. If instead you decide to enter a start date and an end date and you see that your ad is not working, you can always change these settings later and change the schedule.
In the advanced options, you can also set up your bids and optimize your preferences. This would be a worthwhile item in itself, but I generally suggest starting with the “Click on a link” option.
Create a Facebook ad to generate clicks
This is the most important aspect of this Facebook advertising guide. There are two ways to create Facebook ads:
- A complete creation
- An existing post
Also decide whether you prefer an image or video ad, or multiple images (i.e. a carousel or a multi-product ad).
If you want to advertise multiple products from the same category, choose the carousel. If you have only one product, choose the image only.
Then select the content of your Facebook ad: images, slideshows, or videos. I advise you to start with images.
You will be able to choose up to 6 images when you create a new Facebook campaign, which will generate 6 different versions of your ad.
By creating multiple ads in the Facebook Ad Manager, you will quickly see which image works best. You can then pause the others and optimize the reach of your favorite picture.
The recommended image size for a Facebook campaign is 1200 x 628 pixels, in .png format.
The background image of your Facebook ad
When people are scrolling on their Facebook feed, it is very difficult to get their attention. That’s why it’s recommended to use bright colors to make your Facebook ads stand out. Generally, a human face has the strongest impact on customer attention, but keep in mind that the effect can be double-edged. For example, if the face of your ad looks directly at the lens, it is likely to attract a lot of attention. But if that attention is focused on that face instead of on the product, it becomes counterproductive. You will then pay for an impression that has brought you nothing.
Try to find models that do not look directly at the camera or point to product information. You will find many free options in the image banks. If you don’t use any faces in your advertisement, focus everything on the product. In any case, this should be the main subject of your image.
After the image, let’s move on to the text of your Facebook ad.
Choose here the page on which you’re going to run the ad. You can also connect your Instagram account there if you want your Facebook Ads to be shown there as well.
Enter the title and text of your ad, as well as a possible call to action. The text will appear just above the image and the title below.
For the title, you will have a limit of 25 characters and for the text, 90 characters.
The title of your Facebook ad
Your title should be short and reveal the main characteristics of your product. If your first selling point is the price, use your title to underline the attractiveness of this price. Limit yourself to one selling point here, otherwise, your title will be too long and confusing.
Above all, be sure to offer added value. In this text, you will also want to emphasize the value that your product brings to your customers. The second important point is to insert an effective call to action. The call to action should state very clearly the objective of your campaign.
If you want people to buy your products, use terms such as “Buy now” to get their attention. Finally, add a link to your dedicated landing page. You need to give as many opportunities as possible to click on and visit your online store.
The call to action buttons
Calls to action have mixed reviews. On the one hand, it’s good to have action buttons visible and close to the image where you want people to click.
On the other hand, putting more elements on an image alters its power of attraction towards your product. If you decide to use a call to action on your banner, use an RGB wheel to decide the color of your button. This method is simple: look at the main color of your banner, find it on the wheel and look at the opposite colors. These are the colors you need for your CTA.
Don’t use too much text on your image. The first reason for this is the Facebook 20% rule. It states that the text in an advertisement must be limited to a maximum of 20% of the image area (including the logo). If you exceed this recommendation, Facebook will not censor the ad, but it will be less effective. Besides, Facebook allows you enough space around your banner to write text.
Once you’ve made all your settings, click “Review” to check the result, and then click “Confirm”.
Congratulations, you’ve just created your first Facebook ad.
How do I edit an ad on Facebook?
It is possible to edit a Facebook Ad. To do so, click on the ad in question. You will see an “Edit” link on the right side of the screen. Click and make your changes before saving at the bottom of the screen.
Warning: the new ad will immediately replace the old one and you will not be able to go back. Besides, the tracking information of the two ads will be indistinguishable.
How do you analyze the results of your Facebook ad?
In this section of our Facebook Ad Guide, we’ll look at how to optimize your Facebook Ads by analyzing the results.
It’s a proven fact: some countries, age groups, interest types, placements, and ads will be more successful than others. The golden rule in optimizing your campaigns is that you should not draw any conclusions the day after the publication of your ad. Let the algorithm learn details about your audience. It is typical to make changes three or four days after launching a campaign. This also applies to adjust budgets and the end of the campaign. Don’t rush.
You will be able to follow all possible and imaginable reports in the “Advertising Reports” section. Get into the habit of checking them regularly.
For example, you can observe performance by checking the “Results” column. The general rule of thumb is that the campaign should reach a 1% click-through rate, on the desktop or mobile feed.
If you get a high click-through rate, then your offer, your audience, and your design work well. If you see that you don’t reach 1%, you need to do some additional testing. To get the most out of your Facebook ads, you can test other products or audiences. This will help you develop your e-commerce store in the long run anyway.
Also, look at the click-through ratio and cost per click for different ads and audiences. This will allow you to better plan your future campaigns.
Finally, control your campaigns with different filters. The filters allow you to analyze your results by segments. For example, filter by country, age, gender, and placement and perhaps identify hidden opportunities.
Age: find the age range that converts best and move your budget in that direction. If your audience is large enough and several age ranges work well, you might want to redo different campaigns to see which one works best. This is a good idea, especially if the 18-24 and 35-44 age groups both perform well.
Gender: If you see that one group works better than the other, then exclude the weaker one in your next campaigns.
Country/region: this process takes longer than the others. It is better not to do country optimization at the beginning. If you are targeting several countries with the same ad, you take the risk that one country will pull the results down. Separate your ads by country to test this hypothesis.
Placement: If you start with both desktop and mobile news feeds, you need to know if your customers buy more on one or the other. Look at your stats and eliminate the placement that works the least.
If you regularly analyze this valuable data, your Facebook ads should be performing better and better.
Facebook advertising tips
If you find that your best performing ads are suddenly getting worse results, stop and restart them. You should normally find a good ROI.
Tease your new banners to your audience to get feedback. Facebook’s algorithm likes posts with lots of likes, comments, and sharing.
Start with a slightly higher budget than you want to spend. At first, Facebook won’t spend all of your budgets, but you won’t need to adjust it if your advertising works. Adjusting the budget is a sensitive topic. Most of the time, the algorithm will disrupt the performance of your ad if you change the budget significantly or too often.
Before you turn off your Facebook ad, try changing the image you’re using. Often the problem is an ad that isn’t engaging enough. Make changes and wait a few days before you close that ad.
Concluding this Beginner’s Guide to Facebook Ads
Congratulations! You have completed this Facebook course and now you know how to do Facebook advertising. You are now ready to create your first advertising campaigns and promote your e-commerce products.
You know how to search for audiences, set your campaign parameters, and design your ads.
You should also be comfortable analyzing the performance of your campaigns, thanks to the study of various statistics. For example, click rate, cost per click, and segments, which will allow you to make better decisions for your ads.
Now it’s time to follow the steps of this Facebook Ads training and create your first Facebook advertising campaign.
Good luck and remember: testing is the secret.