Understanding The Basics Of Facebook Ad Management

author image Written by: Lia           Categories - Digital Marketing>Social Media Marketing (SMM), SEO Tips>Ad Management

What You Need to Know About Facebook Ad Management… And Why You Should Start Using It Now!

Facebook is used worldwide by almost 2 billion people, and that number is growing. Advertising through Facebook is, therefore, a smart digital marketing strategy. Have you started using Facebook ad management? If not, then get on it! It’s incredibly easy to reach your target audience with help from Facebook’s advertising platform. But if you need a bit of help determining how to tailor your ads, don’t worry. We’re here to offer a bit of help on the basics of Facebook ad management! But first…

Facebook ad management can let you reach nearly 2 billion users... and at a price that can't be beat!
There are nearly 2 billion users active on Facebook. Imagine if you could grab their attention with your ads!

Why Should I Advertise on Facebook?

Your audience is on Facebook! Like we said earlier, Facebook’s got nearly 2 billion users worldwide, and it continues to grow. Their market share is by far the greatest of any social media platform, and there’s serious advertising potential there. And what’s more, it’s cheap to access those billions of users. In fact, Facebook saw a 50% rise in advertisers from 2015 to 2016 alone. If that’s not enough, Facebook ad management can help you hone in on your target demographic. For example, looking to market to newlyweds? Because Facebook has people posting these life updates and events, it’s incredibly easy to precisely target these audiences. So now that you know the why, it’s time to look at how you can get it done.

What Sort of Ads Do You Need?

Make a plan for your Facebook ad management objectives.
Plan out your ad management objectives before you start. It’ll save you time and energy down the road!
You’re sort of spoiled for choice when it comes to ad types. Facebook’s got several for you to choose from, but what you go for will depend, in part, on your goals for your ad campaign. Those goals are incredibly important! Knowing what you want out of your ad campaign will help you choose a direction and create a plan, but it’s also the first step in creating an ad on Facebook. Setting your objective will determine the sort of ad you’ll need:

Push Traffic to And Create Leads For Your Website

Looking to send users to your website and generate new leads? Boost your reach with theses ad types:

  • Domain Ad—simple and low-cost with a title, short description, and a URL. These ads show up on the right column of a user’s Facebook homepage, but they’re not mobile-friendly.
  • Page Post Link—common and successful, these ads pop up on Newsfeeds as a post with a large image, posted text, and a link description. Users can Like your page and comment on the post, which is mobile-friendly.

Sales & Leads for Your Product or Service

Maybe you’re looking to display a selection of new products in a single ad. These ads promote leads and encourage user interaction:

  • Multi-Product Carousel—commonly used by e-commerce businesses to promote multiple products (up to five), with their own titles, photos, and links. Appears on Newsfeeds and is mobile-friendly.
  • Dynamic Product Ads—appear on Newsfeeds, right column, and mobile. These ads target users based on past actions on your website and applications. You will need to upload your product catalogue on Facebook and make sure Facebook Pixel is installed properly on your website pages. Facebook does the rest of the work—automation and re-targeting.
  • Lead Ads—appear on Newsfeeds and mobile. Get leads on Facebook by having users fill out their information, such as e-mail addresses, on the ads.
  • Canvas—a mobile-only interactive ad that allows users to swipe through a carousel of images, tilt the images, and zoom in and out, without users having to leave Facebook.

Promote Posts & User Engagement

To extend your reach on Facebook and increase your page Likes, you can promote your posts with these ad types:

  • Page Like—increase your page Likes by asking users in your target audience to Like your page for offers and deals. This ad appears on Newsfeeds, mobile, and the right column.
  • Page Post Photo—engage your followers by posting captivating photos on your page. This will encourage comments, Likes, and the use of links in your post.
  • Page Post Video—entertain and engage your audience with a short video advertisement, and re-target to specific audiences based on video-viewing behaviour.

Mobile & Desktop Apps

Mobile App Install ads encourage users to, you guessed it, download your mobile apps. Effective ad management can also encourage users to use your Facebook app. These ads are visible on Newsfeeds and the right column, but are exclusive to desktop displays.

Events & Offers

Facebook Events are a great way to encourage your target audience to come out and take part in an event that your business is involved in. Meanwhile, Offers (like coupons and discounts) encourage and incentivize users to visit your website or store and make purchases.

Review and Rethink As Necessary

Once you’ve determined your goals, chosen the ads that you need, and put them into play, it’s time to start monitoring their performance. Keep an eye on performance metrics using Facebook’s ad reports and summaries.

Hey, don’t worry – you’ve got this!
Are things not performing properly? Don’t worry! It’s easy to rethink and re-target your ad management strategies as needed. Maybe you haven’t set your objectives properly. That’s an easy fix, as is increasing the scale of your ads. If you’re struggling with targeting your audience, then think big to start. Start with a broad audience, and narrow it done to your target demographic as you start to see results. While by no means comprehensive, this should help you get started on Facebook ad management. If you get stuck, though, don’t worry—we’re here to help!


Microsoft Launches Responsive Search Ads Beta to All Advertisers


Microsoft Now Enables RSAs to Advertisers

Microsoft Advertising globally opened responsive search ads, allowing all advertisers to start testing responsive search ads in their Microsoft Advertising accounts. Responsive search ads (RSA) were initially introduced by Google last year. The system serves up a combination of headlines and descriptions provided by the advertiser.

 What Are Responsive Search Ads?

During the open beta, advertisers can input up to 15 headlines and four lines of descriptions in each through the web interface, Editor, the bulk API, or existing RSAs from Google Ads campaigns.

Microsoft Responsive Search Ads
Source: Microsoft
Microsoft suggests using 8 to 10 headlines that do not include similar phrases, along with different descriptions. Since the combinations can serve in any other way, headlines and descriptions must work together in various orders. The best performing ad combination are identified and reported to the advertiser, while the underperforming ads do not serve up again. The combination can contain up to three titles and two descriptions. An ad strength gauge appears in the RSA editing window as a rough indicator of RSA performance. One responsive search ad can generate more than 32,000 ad combinations, and marketers can adapt the text ads to closely match what someone is searching for when they search for it.

How to Get the Best Out Of RSAs

  • “Create responsive search ads in the same campaigns with your current expanded text ads to avoid impression and click loss when testing effectiveness of responsive search ads,” says Microsoft.
  • The more headlines and descriptions provided, the higher the probability of the ad being more relevant.
  • Microsoft recommends pinning positions 1 and 2 for headlines and position 1 for description if order is your concern.
  • The company also encourages using and regularly reviewing the RSA performance widget to understand how responsive the search ads perform.

Google and now Microsoft both enabling RSAs is expected to make machine-learning powered format the new standard. RSAs seem to be the direction that text ads and ad testing will continue heading, with the ad systems actively determining creatives at the time of auction and adjusting based on historical performance.

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Google Ads Is Getting Rid of Average Position on September 30


Google To Sunset Average Position Metric

As announced by Google earlier this year, average position will soon no longer be part of Google Ads. Google will begin sunsetting the average position metric the week of September 30. Instead of average position, Google says advertisers should transition to using the position metrics introduced last year. These four new search ad position metrics focus on search top impression rate and search absolute top rate to indicate the percentage of impressions and impression share your ads received in the “absolute top” and “top” of page ad slots. Google’s reasoning behind the decision to eliminate average position is that it feels the metric is no longer useful.

The New Metrics

Google’s next chapter for metrics will focus on clarity. Google feels it has introduced newer metrics that better inform advertisers about what they primarily care about: that their ads are shown in places where they will drive more business. The following are four new metrics introduced by Google:

  • Impression absolute top %
  • Impression top %
  • Search absolute top impression share
  • Search top IS

The metrics tell advertisers two things: how often their ads are at the top of the page when they get an impression, and what share of all the top of page impressions they’re getting.

google search
Source: Google
In the announcement post, Google Ads product manager Pallavi Naresh gave the following rationale for the decision: “These new metrics give you a much clearer view of your prominence on the page than average position does.” Having a clear idea of your prominence on the SERP is essential to making informed bidding decisions. Evidently, Google feels the four new metrics are more insightful as far as bidding strategy is concerned.

What Can We Expect to Change

Starting from the beginning of the week of September 30, functions like rules using average position, custom columns using average position, saved reports that filter on average position and saved filters with average position will be permanently disabled. Average position will also be removed from any saved column sets, saved reports that use the average position column but don’t filter on it, and scorecards that use average position in dashboards. We will also see the return of ValueTrack parameter for easier information tracking about ads.

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