Facebook is the largest social media platform in the world. So if you want to reach a big target through ads, this is the perfect place for that. But those ads work precisely to show your product or service to the correct audience, among the 2.8 billion users always checking Facebook. This can be a little complicated to understand, and for that reason, today’s article is a quick guide to work with ads on this platform. Keep reading!

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What are Facebook Ads?

This is a tricky question because we can ask which one? There are several types of Facebook Ads, all designed to reach the desired target and catch their attention. At the same time, they must fulfill the main objective: promoting a product or service. But in general terms, they are different posts that appear in each user’s timeline, offering an endless parade of products and services. For example, the algorithm used by Facebook probably will show you a product that you check on other websites or social media like Instagram. Don’t forget that they are under the same company.  

This endless parade of ads can be presented under different types of posts. Check the following list:

• Image ads: this is the easier one to start in the world of paid ads on Facebook, just pick a popular post on your page and finish the payment process to boost that image, but we highly recommend using a post with a catchy image, a fun one could be the best. 
• Video ads: here, you can play with multiple ads and formats, because they can appear on the news feed, stories and moreover in the videos remember that Facebook has a space for them called ‘Watch.’ The main benefit of using video ads is that you can show more about the brand, the product, and why not the team. But also, the video can be the most creative one with a video. The possibilities are endless. Last but not least, GIFs or animations are a great tool to put as a video ad. They can show important things in a short time.
• Poll ads: this is only available for the mobile app. You can add a poll with two options to any image or video ad with separate links for each option. The responses can be seen by you and the participants in real-time. 
• Carousel ads: the post for this one will show up to 10 images or videos, so creativity is key here. For example, with a carousel, you can highlight the benefits of the product or service. Also, you can show 10 different products if your objective is to promote the brand itself. And what about a big panorama using the 10 photos? It looks incredible! 
• Slideshow ads: these have the benefits from the video ads but with five times fewer data, perfect for investable connections, loading great for any user experiencing connectivity problems. This works using existing images, text, and short clips from videos, all forming a slideshow just like you know them. The Ads manager helps you to add music or text to catch the audience’s attention. 
• Collection ads: with these Facebooks ads, you can portrait five images or videos of products and services that any user can click to instantly buy. The great aspect of this ad is that users can buy without leaving Facebook, but it only works in the mobile app. The main image or video shows important parts of the products and services, while the rest work as a compliment.
• Instant Experience ads: These are pretty good, from offering video or images in full screen to load 15 times faster than any mobile website outside Facebook. They used to be called Canvas, but they can be paired with carousels and other ads after some changes. Also, you can put several Instant Experience ads under one post. 
• Lead ads: here, you can find an easy way to get leads. Working only on mobile devices, they can get the necessary information from users and possible clients. From getting newsletter subscriptions, signing users for trial tests, or even allowing users to get more contact information. There is so much to do with these ads. 
• Dynamic ads: with these ones, you can get closer to the users. For example, these ones will remind them about a purchase that was almost completed. Not only will you get their attention, but also the ad will be like a reminder to buy the product. Also, this type works incredibly to fulfill the preference of the users. Many brands are using them to reach an audience beyond their borders. 
• Messenger ads: with these, the brand can open a two direction channel, not only the company will put ads on the Messenger app, which works as a separate app from the Facebook main one, the ad will appear as a conversation on the main screen. But also, while using this, the normal feed ads will display a messenger button that allows any user to be in contact with the brand through a salesperson or customer service reps. 
• Stories ads: they work exactly like the ones that appear on Instagram Stories. Using the vertical format, you can target those to a specific audience, and when they check their stories, they will pop out. 
• Augmented Reality ads: these ones are more about increasing the reputation and reach of the brand than selling something through it. Many of them work on the filter base used for stories. Users can find their preferred filter and use it with a quick selfie. From glasses to lipstick, there are many, but they gain attention to the brand. 

After knowing the different types of ads, let’s move on to the part of creating the ads. Check it out!

How to create an ad on Facebook Ads?

There are two ways to create ads. With two different tool pages: Facebook Ads Manager or Business Manager. We are going to focus on Ads Manager. First of all, the brand must have a Facebook business page. Without one, there cannot be an ad. That said, let’s dive into the world of paid ads on this platform.

1-. Choose your audience 

After logging into Facebook Ads Manager, look up the Campaigns tab and then click on Create to start a new ad. The manager will offer 11 objectives based on what the strategy for this ad stated:

• Brand awareness
• Reach
• Traffic
• Engagement
• App installs
• Video views
• Lead generation
• Messages
• Conversions
• Catalog sales
• Store traffic

There are two things to keep in mind: conversion-oriented objectives or exposure objectives. The first ones are about sales and can be obtained by paying for actions, but the second ones are more about views and traffic, so it’s better to pay for impressions. This step is highly important because the following steps will depend on the objectives. Now click continue and let’s move on.

2-. Name the campaign

Here you must name your campaign, plus it must be stated if the ad falls into a special category such as political, employment, credits, social issues, and others. Suppose you want to place this ad under your control-click on getting Started on the A/B split test. In that case, this will allow you to put different ads to compete against each other and see which one offers better results. Now click Next.

3-. Set your budget and schedule 

Budget is the most important part of any paid ad. Here you can choose a daily or lifetime budget that will depend on the time in which the ad will run. After that, put the dates of the start and end of the ad that will allow you to schedule the ad or start running it right now. As advice, running your ad on a schedule is the best move to save budget, and also because to get to program the ad, you must choose the lifetime pay plan. 

4-. Target the audience

Below the part of the budget and schedule, you will find the target. The first option that will appear is the audience that has interacted with the brand within or outside Facebook, which automatically becomes the target of this ad. But if you want a different audience, start by selecting location, age, gender, and language. In the location aspect, you can include or exclude cities of a specific size. The audience indicator on the right will guide you to have a notion of a potential reach while you are adding the information. If you have run campaigns before, this data will be more accurate but don’t despair if it’s your first time. It will show data not that accurate but is a close one. 

5-. Choose the placements

Coming back to the first time or being an expert with the ads, there are two ways to choose the right placement. For beginners, the best way to go is to select the automatic placement. Here, Facebook will be in charge of placing the ad in the news feed and in Instagram, Messenger, and the audience network, where it will probably get better results. But suppose this is like the fifth ad. In that case, you can pretty much use the specific location that will vary depending on the ad objectives, from device (mobile, desktop, and others), operating system (android or iOS), platform (Facebook, Messenger, Instagram), and placement (stories, feed, apps or stream). 

6-. Brand safety and cost controls

Here you can set your ad to not appear in inappropriate lists or any content that you don’t want to see with your ad. This part will help to block sensitive content, websites, videos, and publishers. Suppose you are new to creating ads on Facebook. In that case, it’s better to leave all the default settings, but if you are a seasoned creator, try to put the settings into the preferences under the campaign objectives. 

7-. Now create the ad

After setting all the small and technical details:

1. Proceed with the ad itself.
2. Enter the text and media, be creative with the media, remember all the types of ads stated above.
3. Check the preview bar at the right to confirm that everything within the ad is looking good. If everything is fine, move onto the green button ‘Publish .’ The ad will be launched. 

This is the way to create a paid Facebook ad. They can do wonders for your brand. Thus products and services, don’t hesitate to use them. Check out more about ads and social media platforms with the Magazine.

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