Managing your local business can be hard without having to try and run effective Facebook Ads, trying to set up a Facebook Ad without any knowledge of marketing can prove difficult; and we are here to help. Here’s our step by step guide on how to effectively create successful Facebook Ads.
Step 1 – Select the overall objective of what you want to get out of this Ad within the ‘create new campaign’ section on Ads Manager
Facebook has a plethora of advertising when it comes to selecting your objective, as all sorts of businesses use Facebook Ads, they have tailored it to meet the needs of all businesses. This allows different campaigns to be leveraged in different ways. If you’re a local business just wanting to drive awareness then you should select the “store traffic” selection which was previously known as “local awareness”. This allows you to have a lot of options in terms of targeting and call to actions.
Step 2 – How to set up your local Ad campaign
To get your local Facebook Ad campaign up and running, you start off by selecting ‘Create’ on Ads Manager. From here you can select what traffic you want to gain from this Ad, if you’re wanting local business you would select ‘Store Traffic’.
Step 3 – How to set your budget
You will now have to select if you want the budget optimization to be controlled at the campaign level or the ad set level, to make it easier for yourself, we suggest setting the budget optimization at the campaign level. When you select this you tell Facebook how much you want to spend on your Facebook Ads per day and specify the period of time in which you want the Ad to run.
Step 4 – Configure your Ad
After you’ve set your budget, proceed to Ad set configuration. At this stage, you can control who you want this Ad to target, as well as the basic settings to your campaign. You should select your business page along with your physical ‘store’ location.
Step 5 – Define who your demographic targeting will be
You will then come across the demographic targeting area, from here you can refine your audience by age, gender, interests, and behavioral components.
Please do remember that the more you narrow this down, the smaller your audience will become.
Step 6 – How to create local Facebook Ad variations
After selecting your targeting, you can now start creating your local Ads. You should create 3-5 Ad variations and no more than 6 for a given ad set. This is due to Facebook’s algorithm, you should start by giving your Ad a name, and selecting your Facebook business page and Instagram business profile if you have one. You can choose the primary page, and the location (if you have multiple) so that the local page is represented.
You can now choose how you want your Ad to look, you can have a single image, video, carousel, or a collection. When you use the carousel option you can include the map of where you’re located which we feel works really well.
When using store traffic as your objective, you can use ‘Call to Actions’ that are unavailable when you use other campaigns, you can have ‘Send Message’, ‘ Learn More’, ‘Call Now’, ‘Get Directions’, and many more. This means you can test a variety of strategies with your Ads by sending traffic to your site or connecting with users through direct messages.
Step 7 – Make sure you get the most out of your Facebook Local Ads
By setting up your Facebook Ads you have taken a critical step in driving more traffic to your website, although when you create the ad you certainly can’t just leave it and forget about it. You want to make sure that your Ads are performing and that you are getting what you wanted from the Ad, therefore you need to be consistently observing, optimizing, and testing. There are various aspects of your Ad you should focus on for you to get the most out of the money you put in:
- Ad Fatigue – you should be assessing the performance of your Ads over time and there are two metrics you can observe to see if your Ad may need a refresh or not.
The first being looking at the frequency over a set period of time, and the other being the amount of link clicks over time. You can assess this when clicking on the ‘Performance and Clicks’ on Ads Manager. Frequency refers to the number of times your Ad has been served to a user, and clicks represent the number of times the link has been clicked through. If the click-through rate is decreasing over a period of time, then it might mean that your Ad needs a refresh to re-engage the audience again.
- Daily Spend – You should make sure that the Ad is spending the amount that you have specified each day if it is struggling to spend the amount specified it may mean that the audience is too small or the spending limit may be too high
At Gekkoshot we are specialists in Ad creation throughout all social channels, get in touch for all your social media management inquiries.