Facebook Ads Manager Learning


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Facebook Ads Manager Learning

Facebook is a key sales channel for many small businesses. With almost three billion monthly active users, advertising on a social media platform gives you the opportunity to reach a large number of potential customers with a relatively small advertising budget.

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The only problem? Opening Facebook Ads Manager for the first time can be overwhelming. You’ll find multiple reporting dashboards, ad format options, and audience analytics tools, all of which make managing a new campaign seem less complicated.

But it doesn’t have to be. In this guide, we will explain how to create a Facebook Ads Manager account and use it to run successful campaigns. If you’re a customer, add Facebook as a marketing channel to your dashboard and manage campaigns, sync your product inventory and report performance — all in one place.

Facebook Ads Manager is a platform used to buy ad placements on Facebook and Instagram. More than 37.3 million companies use a Facebook Ads Manager account to run campaigns on the advertising platform.

In fact, the platform is so popular that ad spending topped $5.5 billion in the second quarter of 2021. Facebook and Instagram — both owned by Meta — accounted for 23.8 percent of digital ad revenue generated throughout the year.

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Before moving on to the tutorial, we need to understand the terminology surrounding Facebook ads. Ads manager divides new campaigns into three levels:

The first step to creating an advertising campaign on Facebook is to choose a target. This is the overall goal of the entire campaign and how the advertising algorithm affects who shows your ads.

Sydney children’s clothing retailer So Sweet launched Facebook ads with one goal in mind: conversions. However, its owner and CEO Jen Greenlees said: “This is very short-sighted. We recently expanded our ads to optimize for engagement as well, and since then we’ve seen tremendous growth in our overall Facebook account.

“As a store owner, it’s easy to focus on sales as your only focus, but by increasing our overall engagement on Facebook, we’ve seen higher returns from our converting ads.”

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Many new advertisers are wary of going over their advertising budget. Combat this by setting start and end dates for your campaigns and choosing one of the following budget options:

The tough question: How much should you spend on Facebook ads? Experts like the founder of Smart Marketer Ezra Firestone recommend investing 10% to 30% of the income of your store. If you generate $ 100, for example, $ 10 to $ 30 should go back to Facebook ads.

But the beauty of Facebook ads is that you can spend as much (or as little) as you want. Just $5 a day can keep the engine running.

With this ad budget strategy, you can run an ad for three days, evaluate its performance, and then test a new ad for three days. Just $5 a day for a month can deliver 10 different variations of your ads for a total of $150.

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When budgeting for Facebook ads, remember that you’re not just spending money to get customers. You also spend money to buy non-customer data and additional brand assets, including an audience of people who have visited your website, watched your video or subscribed to your email list.

That’s why Facebook ads are “one of the things you have to be willing to spend consistently over time,” says Ezra.

Next, define the type of person you want the campaign to see using one of the following options.

If you are starting your Facebook advertising strategy from scratch, create a saved audience. Add the demographics and characteristics of your target market segments, such as:

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You will see the estimated audience in the right column. Start by targeting your ad more broadly and get more specific once you start collecting data.

After two weeks, you may find that people in their 50s and 60s have responded better to your campaigns than people in their 40s and 50s. In this case, by re-optimizing your campaigns – by removing the lower age group – or splitting the advertising set in two – you get more budget with better performance.

A viewable audience is a group of people who share similar characteristics with an existing list. Facebook’s algorithm finds users to target in future campaigns that share characteristics with your existing customers.

Automatically report anyone who buys from you online. If your goal is to generate sales, upload this list to Audience Manager.

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Choose how close you want the new audience to be. A 1% match is very similar to your current customer list, but a 10% overlap expands the pool to create a wider audience.

With a pixel installed on your website, Facebook already knows who is viewing your products. Include these people in your target audience.

Merchants can sync their catalog with Facebook and Instagram. This gives you the option to run dynamic product ads. The algorithm shows them the product they are already looking at, acting as a final nudge to buy before they forget about it.

As James Eaglesfield, digital marketing specialist at AutoWeb Design says, “Dynamic ads can target visitors to your website who haven’t reached the buying stage. Your ad shows them the product they’re interested in and some similar options. Those people are leads , which you don’t want to miss, and it takes all that extra push to get that sale.”

Facebook Ads Manager

Take this sample Facebook ad from the McBride Sisters Collection. The brand ran a retargeting campaign to people who were already familiar with the brand. The result: a 58% increase in online sales.

Facebook Ads Manager allows businesses to advertise products and services on both Facebook and Instagram. Under the Ads Manager Placement Targets tab, select the platform you want to advertise on.

Automatic placement is checked by default. With this setting, the ad algorithm chooses the placements that best achieve your goal, maximizing your available budget. This is a good place to start if you don’t know which platforms or placements work best for your audience.

Arguably the most important part of your Facebook advertising strategy is ad creative. How your ads look can have a major impact on how likely users are to reach your goal. People won’t engage with an ad that doesn’t grab their attention in a crowded stream.

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Therefore, Hector Gutierrez, CEO of JOI, “recommends changing the look of your ad. People burn out when they see the same ads over and over again. Create a collection of ads for the same campaign and change the images and colors used in a single offer to increase commitment

“Ads should be compelling and engaging, and when you flood your audience with the same thing, they lose both of those qualities.”

Regardless of the format you choose, preview your ad before activating your campaign. Facebook ad guidelines differ from device to device. Ads must be visually appealing on tablets, desktops and mobile phones.

Before publishing your new Facebook ad campaign, review the information you’ve added so far. Your images, videos and ad copy should convey the right message to the Facebook users you are reaching with your campaign.

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If you are happy with every aspect, submit the campaign for approval. It can take up to 24 hours for Facebook to review and approve an ad, but it usually only takes a few hours.

The work doesn’t end when you launch your first campaign. Monitor ad performance to see if your campaigns are achieving their goals or wasting money.

Find the Account Overview tab in Facebook Ads Manager. You will see a campaign performance reporting panel. Click on each to find individual reports for each ad and ad set.

Tap the drop-down menu button to use a predefined reporting dashboard or select the most important metrics your business is tracking.

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Remember: if the end goal is always to make a sale, you may not get there right away. Don’t be discouraged. Look at other data, such as reach and click-through rate, to understand whether people are seeing your ad and, more importantly, whether they’re interested enough to click on it. There are signs that you are on the right path.

Despite the advanced reporting capabilities of Facebook Ads Manager, the metrics you see in your account are not 100% accurate. Apple’s iOS14 update limits the data that advertisers can collect.

Brandon Dill, co-founder and CEO of Fuse Lenses, said that because of the update, “Facebook can no longer track the impact of our ads on iPhone customers. 70% of our customers come from here!

Brandon developed a clever solution to calculate the now-defunct ad metric: “We take the percentage of customers who said they found us on Facebook in our survey, and assume that the same percentage of all revenue on our website comes from Facebook customers .

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“We multiply total sales by the percentage of Facebook customers to get total sales on Facebook

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