How to Set Up Facebook Ads
We’re going to look at how to set up effective and cost-effective Facebook ads for your Facebook Page. These are known as “engagement ads” and can be a great way of quickly acquiring enough likes launch your Page and help it go viral – as well as gaining you access to your Facebook Insights tracking metrics. (A minimum of 30 “Likes” is required, before Insights becomes available.)
Setting Up Your Facebook Ad (continued)
Step 4. Tracking Your Ads
You will immediately see all the metrics and data on your ad campaign. (You can access your ads dashboard at any time through your Admin page.)
Your ad manager dashboard is straightforward…
You will find yourself looking at the details of your current campaign, with a horizontal menu bar dividing the page. Below it you will see data. The tabs expand to give you specifics for each tab. Since our campaign is brand new there is “no data to display”.
Let’s take a look at what you need to know about each tab…
- Name – Your campaign name
- Status – You can see if your ad is paused, active or deleted.
- Actions – Action taken by people viewing your ad within 24 hours or up to 28 days after they have clicked on it. (Click on the name of your ad to see a list of the specific actions taken.)
- Ad Reach – The number of unique people who viewed your ad
- Frequency – How many times they saw it
- Clicks – total number of clicks generated (this includes “Likes”)
- Click-Through Rate – The total unique clicks the ad received divided by the number of times it was displayed
- Avg. Price – The average amount you paid per click
- Total Spent – during the days selected
- Cost per Action (CPA) – The average you paid for each click.
You’ll start to see results in real-time, as people click on your ad, but you need to build up at least 100 clicks before you can get an accurate overview of any campaign.
Reach is the one of the most important areas to keep an eye on. Look for gaps between what Facebook estimates as your potential reach and the results you are actually seeing. If there is a noticeable gap, try tweaking:
- Your daily budget
- Your targeting
Check your summaries for a quick overview of how close (or far) you are from your goal.
Unless you have chosen otherwise, you will be paying CPM rates (cost per thousand clicks) for your ad.
You can also customize the data you want to look at by deciding what time period you want the results to span – daily, weekly, last 28 days or a custom time period. (This latter setting is often used if you want to see how an ad performs after a tweak: E.G. a new Headline.)
(You will be able to access your metrics later at any time by clicking on your “Ads Manager” button.)
Setting Up A Facebook Ad Conclusions
The best rule with advertising on Facebook is to keep it simple. Focus on your content and cross-promotion, and keep advertising in your back pocket for when a new campaign or Page needs a boost.
Make sure you click on “Learn more” links and read all terms before accepting. Click on those little grey Ads Manager question marks, if you don’t understand what a particular tab might be doing. And take Facebook up on its suggest that you “learn more about advertising”.
Try out simple “Marketplace” ads. Try boosting your most active posts. Be patient and observant.
And remember – success is all in the tracking.