So you made a beautiful marketing video, now what? Let’s be honest, the struggle for businesses, marketers, and brands with video marketing is what you do with the videos in order to see awesome results on Facebook.
With so many users and advertisers (businesses and brands) continuing to join Facebook, you’re probably already feeling the effects of the competition–most importantly, the huge decrease in organic reach and engagement. In order to combat this, you need to run paid campaigns for your videos to be seen and successful on Facebook. In order to do that, you need to use Facebook Ads Manager.
In the beginning, running paid campaigns can seem super confusing–especially with all the details, steps, and targeting options. In this guide, we give you all the information you need to get started with the Facebook Ads Manager and boost the overall success of your videos.
Getting Started with Facebook Ads Manager
The Facebook Ads Manager is an all-in-one tool for creating your video ad campaigns, managing when and where they’ll run, and tracking how well your campaigns are performing. It is designed for advertisers of any size and experience level. To get started, you first need to set up a Facebook Business Manager account.
Setting up a Facebook Business Manager account
The Business Manager is a management system for your ad accounts and ad permissions. It’s the easiest way to control and manage all of your assets including: Facebook business page, Instagram account, pixels, team members, posts, audiences, videos, etc.
While you can promote your business with the personal ad account that’s automatically connected to your Facebook profile, we really recommend using the new Business Manager for these reasons:
- The Business Manager is a more secure way to manage your Pages and ad accounts.
- You can add other team members and see who’s working on what and to what they have access.
- You can also keep your business separate from your personal Facebook profile.
Here’s how to get started with Facebook Business Manager:
1. Make sure you are logged into Facebook using your personal account then go to business.facebook.com.
2. Click on “Create Account” button to create your business profile. Enter your name, business name, and business email in these screens:
3. In order to start advertising, you first need to set up your payment settings. To do that, go to “Billing and Payment Methods“ and insert a primary payment method (usually this is a credit card). You can get more details about this process here.
Claim your Facebook assets
Now that you’ve set up the basics, you need to claim (or create) your business’s assets on Facebook as the Business Manager requires at least one main page and advertising account.
Let’s start with claiming your page (if you haven’t yet started a business page, now’s the time to create one. You can learn how here.):
To claim your page and ad account (as an asset) to your Business Manager account, insert the page and/or ad account ID. You can see where in the image below:
If this is the first time creating an ad account, simply click the “Add New” button and choose “Ad Accounts” from the drop down menu here:
Please keep in mind, that once you’ve added an ad account in the Business Manager, you can’t remove it.
Once you’ve done all that, you’ll see the screen below where you will input the following:
- Ad account name
- Choose the page entity
- Time zone (note, that this cannot be changed at any time)
- Payment method – choose the one you already set up under “Billing”
Start your first paid campaign within the Ads Manager
You’ve made it past all the initial admin tasks to the most important step. But, before you jump into your first paid ad, it’s important to understand the structure of a Facebook campaign.
What is a campaign?
A campaign can contain several ad sets and it has a unique campaign objective. Think of your campaign as a container to help you better organize your advertising efforts. The only attribute of the campaign is the objective you want to reach with it.
What is an ad set?
An ad set can include multiple ads and it has unique audience targeting, budget, schedule, bidding, and placement.
What is an ad?
The Facebook ad is the smallest unit of your campaign. Ads can have different URLs, images, and copy. Your ad is the final post that will be displayed in your audience’s (the one you set up in the ad set level) feeds.
How to create your Facebook campaign
Like we said earlier, the main goal or purpose of the campaign, in this sense, is to set an objective you would like to achieve. Therefore, make sure to choose the objective that truly represents your goals. The objective tells Facebook how to bid and optimize your ads.
For example, choosing a “video view” as your objective means that Facebook will present the ad (or ads) to people most likely to view your video, whereas a “traffic” objective means that Facebook will show it to people most likely to click on the ad and go to your landing page.
After you choose an objective and give your campaign a name (make sure to choose a name that emphasizes the objective or any other additional “markers/identifiers”), you’ll then set up your first ad set.
Creating your ad sets
An ad set is a group of ads that share the same daily or lifetime criteria. The ad set levels allows to create these main things:
- Audience: to whom you want your ad to be shown
- Placement: where you want it to be shown
- Schedule: when you would like it to be shown
- Budget and bidding: how much you spend to compete with other ads
Defining your ad sets can be a little tricky in the beginning. So we’re going to walk you through the process to make it as simple as possible. Let’s create an ad set under a traffic campaign.
First, start by naming your ad set and entering a destination for your ad (it can be a website url or an app).
(In the image above, you can see an option to set an “offer.” This is a new niche which we will review later.)
Define your audience
Once you’ve done that, it’s time to create your audience. If this is the first time you’re creating a target audience, start by choosing your wanted demographics (criteria like age, gender, and location) and use the “detailed targeting” tool to choose interests (e.g. jewelry), behaviors (e.g. “engaged shoppers”), or something more detailed like relationship status (e.g. engaged).
If you’ve created an ad set in the past, you can use a pre-saved audience (e.g. lookalikes).
Easy hacks for creating the best possible target audience
Keep in mind, when you choose multiple lines for your detailed targeting, it means that there’s a condition of OR betweeen them. This will provide for a wider audience. If you would like to narrow your audience, select the “narrow audience” option which will change the condition between every targeting criteria box from OR to AND.
Remember that when you build an ad set, you can choose several different audiences. So while creating audiences for different ad sets, you might find that you would like to exclude an audience based on the exact same demographics, interests, and/or behaviors you built for a previous ad set. To exclude some targeting criteria, simply click the “exclude people” box.
You can continue to refine your audience by ensuring that you are either targeting or excluding your Facebook page (or app) fans, or even their friends. Targeting your current fans would place your ad on their timelines, whereas excluding them would not show your ad to your fans at all–meaning you would be targeting people who may have never heard of your brand or page before (a brand new set of eyes or community for you). To target or exclude your Facebook fans, use the connections combo box and choose the criteria that is relevant to you.
How to create your ads
The last step in your Facebook campaign is creating your ad. This is the last level in the ad set level and it’s where you make the actual posts.
Just like with the campaign level, you want to start by naming your ad. We recommend using the name of your creative to help you identify the ad itself. Then link it to the page from which you’re promoting (for example, we link all of our video ads back to our Promo business page on Facebook).
You then want to choose the format of your ad. When you’re using a Promo video as your ad, you choose “single video” as your ad format.
Once you choose the format, you then upload your creative file. When it comes to videos, this is where you would upload the mp4 file that you get from Promo and wait a few seconds for it to finish uploading.
Now that the video file is uploaded, you then need to pick a thumbnail photo to fill the time and space before the video starts and when it ends. Make sure to choose a frame that contains the least amount of text as possible.
Lastly, as you can see from the images below, it’s time for the final, important touches . This is when you add your destination url and then add an attractive ad headline, post text, call to action button, and optional newsfeed and display link descriptions for your ad post. Take your time with this step as what you do right now will be shown to your final audiences. The more thought you put in here, the better.
Before you finish with your edits, make sure to preview how the ad will look to your target audience. You can always preview your ad using the button (highlighted in green below) on the top right corner of the editing window:
Place your order & track the performance
Like what you see in the ad view? Go ahead and click the “Place Order” button. From there, your ad will go into Facebook’s review process and should be live within few hours.
Once your your ad, ad set, and campaign are live and running, you need to start watching their data and analyzing their performance within the Ads Manager. From there you can really manage changes and take new actions for the campaign based on the data provided. This is a super important step in the success of your ad and the use of your budget.
To help you with this, Facebook offers multiple tools to analyze your campaign results and learn more about your audience, product sales, campaign’s reach, and much more. You can learn more about it here.
Add a pixel to track, measure & optimize for conversion
Do you have any sort of website, landing page, or blog? If so, we highly recommend using it. The Facebook pixel is a piece of code, that you add to your website (or other online asset), so that you can measure, optimize, and build audiences for your campaigns.
To track your ad results, you add the pixel code to header of your website–not your ad (get step-by-step setup instructions here). That way, when someone visits your website, from your ad, and takes an action (like completing a purchase), the Facebook pixel is triggered and reports this action. This way, you’ll know when a customer takes an action, and will be able to reach that customer again through future Facebook ads. Furthermore, once you have the pixel in place across your website, you can start creating campaigns with conversions as your objective.
Start getting the boost you need & the success you want with video
Navigating the Facebook Ads Manager can definitely be super difficult–for small businesses and seasoned advertisers alike. But, it’s an essential tool for modern brands and businesses looking to see any kind of success with their videos. Hopefully this guide gives you the tips and hacks you need to get up and running. If not, leave us your questions in the comments below or check out this article for more help.