Facebook has recently confirmed that you need to “pay-to-play” in the form of Facebook Advertising to get the most out of the Facebook platform these days.
Advertising on Facebook can provide you with the most targeted form of gaining access to your audience known to man (provided you do it right). The more control you have over the creation of your ads, the greater your level of success will be and the higher return on investment you will receive.
3 Different Ways To Advertise On Facebook
There are three different ways that you can advertise on Facebook. They are:
- Boost Post
- Ads Manager
- Power Editor
Each of these methods for creating ads on Facebook provides you with varying levels or control and you receive varying levels of success as a direct result of which method you choose.
Here is some information to assist you in choosing which method of creating Facebook Ads is best for your business.
The boost post option is an entry level tool that offers limited control over targeting, budget, placement or when your ad is shown.
You Boost a Post directly from a Post on your Page Timeline. It is by far the easiest option, as you just hit “Boost”, select a few options regarding your audience, location, budget and the duration you would like your post to be boosted for and your post will then start reaching a larger audience.
Boosting a post is a little like putting money in a poker machine. Yes, you might strike it rich, but the odds are stacked against you.
If you are using Facebook’s Boost Post feature as your only form of Facebook Ads, then I encourage you to step it up to the next level so that you can start achieving better results for your budget.
The next step up in terms of the amount of control you have over your ads is the Facebook Ads Manager tool.
Your ability to design ads based on your objectives makes this a great option for the majority of businesses who want to deliver ads to those people that are most likely to take your desired action.
- Website Custom Audiences – Target people that have visited your website (that were logged into Facebook at the time) and serve ads to those people within the Facebook Platform. This is achieved by adding a single pixel to the head tag of your website template so that Facebook can track your website visitors to create the audience.
- Data File Custom Audiences – Target those people that have opted-in to receive marketing from your business. This is achieved by uploading a single .csv or .txt file of emails, user ID’s, phone numbers or mobile advertiser ID’s. This information is then matched against Facebook user data to create the audience for you to advertise to.
- Lookalike Audiences – You can create an audience of users that are similar (based on interests, demographics and actions) to one of the audiences that you have already created (e.g. a custom audience, your fans or those people that converted on one of your ads via a conversion pixel, etc). You can create a lookalike audience based on similarity or reach.
These highly targeted audiences provide a mechanism for targeting people who have already shown some interest in your business and are therefore more likely to convert to your desired objective.
You can further refine these audiences by layering additional demographics (including interests, behaviours and categories) and advanced connection targeting (if required) within the Ads Manager tool. If you don’t sufficient data to create custom audiences, then you can just use the targeting options available within the Ads Manager tool, which provides more detail than what is available within the Boost Post option.
The Ads Manager Tool allows you greater flexibility over your budget and schedule, as well as allowing you to choose how you ad will be optimised, with it being optimised for your chosen ad objective by default.
You create the copy for your ads within the Ads Manager tool, with the format of the ads being dictated by the type of ad objective you have chosen. As part of the ad design, you have the ability to upload multiple images for your ad (with the option to choose from stock images from Shutterstock if required). Adding multiple images to the one add allows Facebook to test performance and then deliver only those that are performing best for your business, without you having to split test multiple ads.
Within some ad objectives, you also have the choice to include a call to action button in your ad. You can customise this button based on what action you wish for people to take (e.g. shop now, book now, learn more, sign up or download).
You also have the ability to choose the placement of your ad, turning on or off news feed, right column or mobile as desired.
If you have chosen an ad objective that has the potential to result in an off-Facebook conversion, then you can track those conversions via a Conversion Pixel that Facebook provides. You place a Conversion Code between the <head> and </head> tag of the webpage where you want to track conversions (e.g. opt-in or sales page) and Facebook will report conversions for your ads as part of their ads report. With a bit of knowhow you can even edit this code to report on the value of your conversions so you can track your return on investment for your ad spend in real time from within the Ads Manager dashboard.
All of these features allow you to create highly targeted, powerful ads that have the potential to convert for your business.
The Ads Manager is the main ad creation tool for Facebook and Facebook is continually updating the features available via this tool, so expect to see the functionality of what you can do via the Ads Manager tool increase over time.
Why use Power Editor? If you are looking for even more control over your Facebook Ads (and potentially even better results), then Power Editor is the tool for you.
As well as allowing you to do everything that the Facebook Ads Manager tool can do, it also has some additional more powerful features.
Power Editor provides you with the ability to track multiple Conversion Pixels within the one ad (you can only use one in Ads Manager). With multiple Conversion Pixels within the one ad, you can place different pixels on each success page that leads from the various options available on the landing page (e.g. product 1, product 2 or product bundle on a sales page). This then allows the Ads Report to provides accurate conversion values based on which conversion pixel was triggered as a result of the ad.
As well as targeting custom audiences, you can also exclude particular audiences when using Power Editor. For example, you can target your subscribers, but exclude those that have purchased the product that you are advertising. This creates less wastage in within your ad spend.
If you have ever created multiple ads in the Ads Manger tool before that target a similar audience, this can become very frustrating, time consuming and open you up for potential errors when you have to manually input your audience demographics, interests, behaviours, categories and connection targeting every time. The Power Editor allows you to create Saved Audiences (also known as Saved Target Groups), making this a big plus for using the Power Editor. In addition to this, you can also edit ads in bulk and easily duplicate ads, making split testing much easier.
There is also access to additional targeting data within the Power Editor, such as Partner Categories, although the bulk of this data is only available within the USA.
Power Editor allows you to apply tags, allowing you to easily group similar campaigns and ads together based on things like Page, objective, product, client or any other tags you create as appropriate to your business.
You have even greater control over you budget using Power Editor, with the ability to manually set your Cost Per Action (CPA) bidding for cost per thousand impressions (CPM), cost per click (CPC) and opimised CPM.
In Power Editor you can schedule your ads to show on specific days and times via the day parting feature. This is a great feature if you know there are particular times when your Fans are more likely to be active on Facebook or in a position to take the desired action that you have set as your ad objective.
One of the best features of Power Editor is the ability to create an unpublished post (or dark post as it is also called). This allows you to create multiple ads that do not appear on your Facebook Page by default. This allows you to create multiple ad variations that are targeted to specific audiences unbeknown to an outsider looking at your Page. If each of these ads were published on your Page, it would look like you were spamming your audience.
Whilst Power Editor is the best option for creating high performing Facebook Ads, it is also the most difficult option to learn and use. It is hard to navigate your way around Power Editor and not very user friendly, although it is getting better. The layout and functionality of Power Editor changes regularly (without notice) as Facebook tests and rolls out new features in Power Editor first. However, if your business could benefit from these more advanced functions and you are up for the challenge, then I highly recommend using Power Editor as your preferred method for creating Ads on Facebook.
Want To Learn More?
Facebook has changed considerably over the past twelve, six, three and even in the last one month.
We need to change the way that we use the platform as a result. This requires a mindset shift and an understanding of the strategies and tactics that are working on Facebook NOW!
My hugely popular FB Business Success NOW! online training program takes into consideration these changes and more.
I would like to invite you to join the program so that I can help you leverage the power of Facebook to make it more profitable for your business.
As well as providing you with the key strategies for building your Facebook Page, connecting with your ideal customers and engaging with your audience, this program will focus on conversion and incorporate how you can use Facebook Advertising (using both the Ads Dashboard and Power Editor) to assist in achieving your overall business goals.