A Beginner’s Guide to Advertising on Facebook
Facebook remains one of the leading social media platforms with over 2.3 billion monthly active users. Advertising on Facebook will definitely help you reach your target audience. In fact, 78% of American consumers have discovered products or made purchases after viewing a product on Facebook.
Why Advertise on Facebook?
With a tonne of customizable features, Facebook ads are a great tool for restaurants to use to reach target customers.
- It allows you to target an audience based on demographics, location, interests, and even behaviors.
- You can show your ads to people who are likely to buy your products based on their interests and previous interaction with your brand.
- You can customize the ad budget and schedule according to your individual requirements.
According to Hootsuite, 30% of marketers feel that Facebook generates the Highest ROI. So, if are still not advertising on Facebook, its time to set up your first Ad. In this guide, we will show you how to set up your Ads on Facebook.
How to Advertise on Facebook?
If you have been using Facebook for your business, you would already have a Facebook Business Page. However, if you don’t have one, you’ll need to create one to start advertising on Facebook.
Head over to your Facebook business page and click on the down arrow in the top menu bar. Select Manage Ads to navigate to Facebook Ads Manager. You can also create your ads in Facebook Business Manager. In fact, if you have multiple business pages, it is more convenient to use Facebook Business Manager. We’ll follow the steps for the Business Manager in this post. If you’d prefer to use Ads Manager, you can create your Ad directly from there, the steps are essentially the same.
Refer to this article, if you are setting up your business manager account for the first time.
Step 1. Choose your Objective
Log into Facebook Business Manager and select the Ad account for which you would like to create the ad. If your business manager is set up correctly your particular Ad account should be connected to your Facebook Business Page. Click on the green Create Ads button to start creating your ad.
Facebook offers 3 categories of marketing objectives based on what you want your ad to accomplish. Your objective should align with the goal that you are aiming to achieve with the ad.
Each of these categories has been further divided into more specific business objectives. Let us consider them one by one.
Selecting brand awareness as an objective will help you deliver your ad to people who are interested in your products and services and are more likely to recall your brand. If you are a comparatively new business and you want to build your brand identity then this is the objective you should choose.
This objective allows you to reach the maximum number of people in your target audience. Let’s say you have just launched a new restaurant and want to reach the maximum number of people on Facebook in your neighborhood, this is the objective you should select to get the word out.
In the awareness category, we were trying to spread a word about our business, so consideration category is like moving to the next step on the ladder. In this category, you can choose to drive people to engage with your business and learn more about it either watching your videos/ inviting them to your events or by leading them to your website/ app.
As a restaurant, you would want to send traffic to your website or menu page or encourage people to check out your catering prices. Whatever be the case this objective will drive your audience to gather more details about your business.
The engagement objective would make sense when you want people to see and engage with your Facebook page or posts with a like, comment, or share. This objective lets you create four types of ads which are:
Boost your posts (Post Engagement)
The usual post on your Facebook page is delivered organically to the news feed of your followers. Depending on the engagement on the post, it may/ may not reach all your followers organically. This is where boosting a post comes in- it helps you to deliver your posts to a much wider audience even to those who are not on your follower list. Selecting this objective helps you to keep your brand on top of mind of your customers. Facebook also provides the option of boosting your posts directly from your Facebook business page. In fact, it often prompts you to boost your well-performing posts to reach more people.
Raise attendance for an event on your Page(event responses)
Facebook allows you to promote your events to get more responses or to sell more tickets on Facebook. With these ads, you can lead people to the page or website on which you are selling tickets. If you work with one of Facebook’s ticketing partners you can sell your tickets directly on Facebook.
Promote your Page Page Like
This option allows you to create an ad where you can encourage people to like your page. This kind of promotion also builds on social proof for your brand by showing your audience which of their friends have already liked the page.
Get people to claim an offer on your Page Create Offer
One of the most effective ways to drive people to your restaurant is through discounts and offers. Facebook allows you to create offer ads for your customers. You can customize the details of the offer like Percentage discount, items on which the discount is available, duration of the offer, and how can your audience redeem the offer- (in-store, online, or both). You can even make promo codes to keep track of how your offer is being redeemed. These ads allow you to add a call to action button from where your audience can choose to save the offer/ call your establishment or redeem the offer online.
This objective directs your audience to the app download page. This option is only relevant if your restaurant owns an app.
This objective is designed to get more people to view your video content. You can create many interesting videos of your restaurant’s interiors, behind the scenes videos of your restaurant’s kitchen or where you source your raw materials. Food Videos Often generate maximum engagement on Facebook.
This objective helps you to generate leads. Customer/lead Emails are a great asset for any restaurant owner. They help you to remain in touch with your audience and build long term loyalty. You can also use this objective to generate leads for your catering services. Facebook automatically pre-fills out contact information users have provided on their profile making it is easier to fill out the forms. Lead generation ads on Facebook are only available for mobile devices.
These ads have “send a message” button at the bottom of the ad copy. When a customer clicks the call to action he is directed to the messenger where they can communicate directly with your business.
The conversion objective drives people to take actions on your website, app, or on the messenger such as making a purchase or redeeming an offer. Facebook pixel helps you to track conversions to make the most of this ad objective. For instance, if you have an order online or a reservation page on your website, you could install the Facebook Pixel onto those webpages to track the actions customers take on those web pages – page views/ cart abandonment/ successful purchase and the like. Now, you can run a conversion ad and track the actions people take after viewing your ad. Once you have the data on your pixel, you can use it to create retargeting ads specifically targeted to the users who took the desired action.
You can upload your product catalog on Facebook to show people ads for the products they are most likely to want to buy based on their previous browsing history. You can learn more about setting up dynamic ads in this article.
To set up store visit ads on Facebook you need to have location pages set up for each location you wish to track. The store visit objective allows you to create unique ads for multiple locations. You can choose to target people within a certain distance around each of your locations giving your audience a choice to get directions or call the nearest store to communicate directly.
Choose a campaign objective based on your goals for an ad. Some of the options you will see in the following steps will vary slightly based on which objective you choose.
Step 2. Name your Campaign
The next step is to name your campaign so that it is easier for you to identify and track results at a later stage. You can also set up an A/B Split test if you prefer to compare two versions of your ad to see which one is performing better.
You can also choose whether to turn on budget optimization, which allows Facebook to optimize the distribution of a campaign budget across your campaign’s ad sets.
It can be useful if you’re using multiple ad sets, but most advertisers prefer to leave it deactivated. This allows them more flexibility in assigning daily and lifetime budgets.
Step 3. Target your Audience
Facebook provides you a wide array of options when it comes to a target audience.
The first option is to add a custom audience of people who have already interacted with your business on Facebook or on your website or app.
- Website Traffic uses data captured by Facebook pixel to target people who have visited your website or taken a specific action on it.
- App Activity audience use pixel data to target people who have visited your app or taken a specific action on it
- Customer List: You can upload your customer files either through MailChimp or directly to target people who have interacted with your business previously.
- Offline activity target people who have interacted with your business offline.
- Video watches: This set of target audience comprises of people who have watched or interacted with your videos on Facebook.
- Lead forms – This would include people who have filled out lead forms
- Instagram Business Profile – This set includes people who have interacted with your Instagram posts
- Events – This includes customers who have interacted with your Facebook events
- Facebook Page- This includes customers who have interacted with your Facebook events
You can also create a lookalike audience based on a source audience. This essentially means that Facebook will show your ad to people who have the same attributes (age, gender, interest, income) as a source audience selected by you. The source audience could be customers whose data has been captured by the Facebook pixel or customers who have engaged with your Facebook/ Instagram page.
However, if you do not have the Facebook pixel set up on your app or website or feel that you want to target audience over and above those who have interacted with your brand on Facebook or Instagram, you can also choose to simply target people based on their location, age, gender, and language.
This field helps you to target more narrowly by including or excluding people based on demographics, interests, and behaviors. You can get really specific here – if you have been in your business, you may have some idea about the people who generally frequent your restaurant. For instance, their age, income-group or interests.
You can target people who have an existing connection to your Facebook Page, your app, or an event you managed.
Once you have selected/created a target audience, you can choose to save it for future use.
Step 5. Choose your Facebook Ad Placements
The simplest choice is to use automatic placements. Facebook will automatically place your ads across Facebook, Instagram, Messenger, and the Audience Network where they are more likely to get the best results. However, if you want to be more specific you can click on edit placements and choose where you would like to show your ads manually. Right from the device to on which you want your ads to appear, to platform and placements, you can control each aspect of Ad placement on Facebook and partner networks.
Messenger Ads: You can even choose to send your ads directly to Facebook Messenger Inbox of your customers.
Step 6. Set your Budget and Schedule
Facebook allows you to choose a daily or lifetime budget.
If you select a daily budget, Facebook will optimize the delivery of your ad to the amount of budget that you have allocated per ad set. However, if at any time the Facebook algorithm feels that your ad is getting better results, it may exceed ad spend by up to 25% over your daily budget. For example, if your daily budget is USD 10, it could spend up to USD 12.50 on a given day. While, on other days when your ad is not getting the desired results, your daily ad spend may be lower than the daily budget set out by you. Overall facebook tries to maintain the average daily budget. You should choose a daily budget if:
- If you have no fixed dates for running a campaign and you plan to keep extending the date if you see results.
- If you would like to vary your budget from day to day depending on Ad performance.
However, the drawback with setting a daily budget is that Facebook will try to spend the full amount you have allocated for a day- irrespective of the performance of the ad. For instance, Facebook may increase ad impressions – showing the ad to the same audience multiple times – to reach the target daily spend. Further, selecting a daily budget does not allow you to schedule your Ad, which means that your Ad will run at all hours of all days of the week.
This allows you to set the maximum amount you want to spend for the duration of your campaign. By selecting a lifetime budget, you also get the option to select a start and end date for your campaign and a schedule for delivery in terms of days of the week and the hours at which you would like to deliver your ads/
Once you have chosen your budget and target audience, you must check the Audience size and reach indicator towards the right. It indicates the potential reach of your ad, you may want to adjust your budget or narrow down your target audience to optimize delivery.
Step 7. Create your Ad
Facebook provides several different formats for creating your Ad. The available formats will depend on the campaign objective you have selected for your Ad. Let us start by comparing the different Ad formats available on the platform.
Types of Facebook ad Formats
a. Photo Ads
Photo Ads are the simplest. You can create one by simply uploading an image of your product or services.
b. Video Ads
Depending on the nature of your products and services- you can create several types of short videos promoting your products-
- A video of about your team/chefs
- Your products in action/ or being used by customers
c. Carousel Ads
A carousel ad uses up to 10 photos or videos to showcase your product or service. You can use this format to highlight the different benefits of one product, a number of different products.
d. Slideshow Ads
Slideshow Facebook ads offer an easy way to create short video ads from a collection of still photos or existing video clips. You can also add text and music. Slideshows created with Ads manager run as video ads.
e. Collection Ads
These ads allow you to showcase one or more products on which customers can click to buy. These ads are available only for mobile devices.
A Collection includes a cover image or video followed by several product images. When someone clicks on any of the images in the collection, they are lead to an Instant Experience Format (discussed below).
- Image or video: The collection ad uses the first media (image or video) from your Instant Experience library as the cover image or video for your ad.
- Vertical images or videos may be masked to a max. 1:1 ratio in feed.
- Headline: 25 characters
- Text: 90 characters
- Campaign objectives: Traffic, conversions, catalog sales, store visits
Instant Experience ads were previously known as Canvas.
Instant Experience (IX) allows you to showcase your brand, products or services on mobile in full screen. You can build an Instant Experience for almost all Facebook ad formats – carousel, single image, video, slideshow, and collection. When customers click on such an ad, they are led to an Instant Experience where they can watch engaging videos or photos, swipe through carousels, view your products or explore lifestyle images with tagged products in full-Screen Mode. You can even ask your customers to fill forms.
To Create an Instant experience all you have to do is tick the box for ADD AN INSTANT EXPERIENCE after you have select your ad format – carousel, single image, single video, slideshow or collection.
Note: If you choose the collection format, full-screen Instant Experience is selected automatically so you don’t have to click on the checkbox.
You can use the available templates to create an Instant Experience or even build a custom Instant experience.
- There are three templates available below the Create New tab. Click on the one you want to use.
- Add your images, videos, text and destination URL to the template.
- If you choose to Build a custom Instant Experience, start by giving it a name. Select the components you want to add (image, videos) and how the layout on a mobile screen and click Save.
- You can rename the components to help you recall them at a later date, by hovering over the component name and clicking on rename.
- You can see the preview of your instant experience by clicking Mobile preview/ Preview on Facebook/ Preview on Instagram or Share
- Click Finish to create
Every Ad Format on Facebook allows you to add a Headline, Link Description and Body text along with your Ad image or Video. Let’s see what kind of Ads can you create on Facebook.
Now that your Ad is ready to be published, you can use the preview tool at the bottom of the page to make sure your ad looks good on mobile and desktop. If you are happy with the outcome, click the green Confirm button to submit your order. Facebook will notify you when your Ad is approved with an email and a message on the notification panel on your Facebook Home Page.
You must remember to monitor your Ad after it is published. You may require to adjust your budget (if you have chosen a daily budget) depending on the performance of your ad. Use the data and insights from your campaign to fine-tune your strategy for successive Facebook Ads.