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February 18, 2020

4 Steps to a Productive Facebook Ad Campaign

Social Media is undeniably a moving force in marketing these days, and spending on social ads is increasing right along with it. According to a report by BIA/Kelsey consulting firm, U.S. social-media ad spending is expected to hit $9.8 billion by 2016, up from $3.8 billion last year, and this year companies are expected to spend $4.8 billion on social-network advertising.

Those numbers include ads on Facebook, but getting it all set up can be a hassle or confusing. So here are a few tips from our Online Marketing Manger, aka “web guy,” David Cavalieri. He handles our websites from front to back and is our resident expert on running Facebook ads. 

Facebook ads can easily be tailored to your needs. Depending on your goal, you can set an automated budget and timeframe for your specific campaign. You also get to choose your targeted demographic out of Facebook’s 800 million users – talk about pinpointed marketing!

Getting Started
Log into Facebook, click on “Create an Ad,” and the website will guide you through the process of creating each ad. You have the option to make ads with different graphics and text options that will rotate through as a part of the same ad campaign. When you make the first ad in the campaign you can choose to set either a lifetime budget or a daily budget.

Pick Your Budget
If you have a short time to accumulate interest in your brand, creating a lifetime budget to run within the given timeframe might be your best bet. If you have a long-term goal, a daily budget may suit your needs to ensure you don’t over-spend your total campaign budget. Facebook will intelligently run the ads to find the most popular one (if there’s more than one in the campaign) and utilize your money the best it can based on your budget.

Make Your Bid
Facebook gives you the option to bid your own price per click, but accepting the recommended bid will make sure your ad gets placed. If you undercut this recommended amount, the ad may never show on the website if other ad buyers out-bid you and push your ad off the page. You won’t necessarily spend that bid amount, but it indicates the highest you are willing to spend on ad placement, so set your bid accordingly.

These ads are generally best run on a “pay-per-click” (PPC) basis (there’s also a new pay-per-impression, PPI, option to explore) and you may not use the entire budget if people do not click on the ad. For example, if I set a budget for $1000, but I only get enough clicks to spend $400 before the end date, then Facebook will stop the campaign and no additional money will be charged.

As you can see, Facebook gives you plenty of ways to customize your campaign. So consider all your options and goals for your ad, and make sure you have pithy content with a snappy design. Good luck on your next ad campaign!