Learning how to run Facebook ads for clients can be difficult for some people. The pressure that comes with handling multiple clients' ad budgets might be overwhelming. You have to learn how to embrace new technologies, learn new terminologies, and understand how a Facebook ad work inside out.
Running Facebook ads is a profitable skill you can use to help small businesses in various niches. With approximately 1.82 billion daily active users, the social media platform has a massive audience, you can engage through ad campaigns.
If you're interested in learning how to run a Facebook ad, creating an ad account using a business manager, here is a brief guide to help you get started in the right direction. And, while here, check out these Facebook ads training reviews, too.
Common Terminologies Used in Facebook Ads
Let's start with looking at a few key terminologies you'll come across in this article and in the course of running Facebook ads;
Business manager is a Facebook tool that offers a more secure way to manage Facebook pages and Facebook ad account(s). Business manager tool is highly recommended for advertisers who share access to multiple pages and ad accounts. The business manager helps you stay organized and keeps your clients separate, including their billing information, pages, ad data, etc. You can also read about Facebook ads for entrepreneurs, and what it means for businesses.
This is a Facebook tool that allows you to create and manage your Facebook ads. With this tool, you can comfortably;
- Manage multiple ads at a time. You can edit the settings, i.e., placements, audiences, and budget, and create multiple copies of a particular ad by duplicating it.
- Create ad campaigns and run ads. You can use ad creation to design your ads using a well-elaborated step-by-step process.
- See how your ads perform. This tool will help you track and stay up-to-date with your ad performance, create or schedule ad reports, view important metrics, and so much more.
Facebook pixel is an analytic tool that allows advertisers to measure how effective their ads were by understanding the actions taken on their website. Even though Facebook pixel isn't a necessity when running ads, understanding how it works is important. The code creates data that makes your ads more fun, relevant to your people, and cheaper to run.
You can use a Facebook pixel to;
- Increase sales
- Measure the results of your ads
- Ensure ads are shown to the target audience
Business Manager Navigation Menu
The business manager navigation bar is your main working area. You can switch from one client to another, businesses, ad accounts, different settings, including payment info. It is also where you find insights and reports that will guide you in the future.
It contains 5 different segments;
- Measure and report
- Create and manage
Step by Step Guide on How to Run Facebook Ads For Clients
Let's dive into the step by step guidelines of creating Facebook ads;
Set up an Account With Facebook Ads Manager
Before using Facebook Ads Manager, you must have a Facebook business page. This is because the platform doesn't allow someone to set up an ad on their normal Facebook page. Once your business page is up and running, go to the ads manager.
Proceed to confirm your information, set up your payment method, and save all the changes. Your ads manager will become your official Facebook ad campaign centre.
Facebook Ads Manager dashboard provides users with an overview of all their campaigns. It highlights the amount of money you're spending per day on ads, key numbers like frequency, reach are readily available, making it easy to compile reports, and you can also get a custom view of your results.
Create an Ad
Facebook ads can be broken down into 3 elements;
- Ad sets
To create an ad, log into your Ads Manager, go to the performance dashboard, select the type of ad you want to create, whether it is a campaign, ad sets, or an ad, and click on the 'create' icon.
Select an Objective
Just like any other social media marketing strategy, Facebook ads are created with a specific goal in mind. You're required to choose an objective before you start creating the actual ad. Facebook has 11 different objectives;
- Brand awareness
- Lead generation
- Store Traffic
- Catalog sales
- Video views
- App installs
- Website traffic
Once you select an option, Facebook will display an ad option that fits your objective.
Select Your Audience
Who do you want your ads to reach? This question is set to determine who you're targeting with your ads. Facebook advertising has general selection criteria based on country, ethnicity, life events, generation, language, behaviour, connections, education, work, etc. You can also create a custom audience to focus on the people in your company's database. This will help you narrow down your focus.
Facebook has an audience definition gauge. This tool considers all your selected properties to establish a potential number of reach.
Facebook also allows you to save your audience list, thus making your work easier.
Set Your Budget
Do you want your ad to run throughout the day or for a specified length of time?
Facebook allows you to set your budget either;
- Daily- Your ad will run continuously for an entire day. The minimum cost per day is $1.00. Also, Facebook will pace your spending per day.
- Lifetime- your ad will run for a specific period. Facebook will pace your spending during that specified duration.
You can also specify your budgeting further via the advanced options. This allows you to specify further according to schedule, delivery, optimization, and privacy.
Create Your Ads and Monitor Performance Metrics
Create your client's ad. The ad can be displayed as a link or carousel. After you select the type, choose how you want the ad to appear, either as; desktop news feed, desktop right column, or mobile news feed. If you want your ad to leverage all three options, you have to set up a Facebook business page first.
It is important to monitor performance metrics to determine whether or not your ads are effective. Some of the key metrics to look for are; engagement, clicks, events, website, apps, settings, videos, and events.
Lastly, get reports on Facebook ad performance. You can receive your reports via email by simply authorizing them from your dashboard through the navigate and report option in your upper menu.
Tips For Running Facebook Ads For Clients
Here are 3 tips that will help you in running ads for your clients;
Run Ads on Separate Accounts
It doesn't matter if you have multiple business owners accounts or just one client, running ads on different accounts is very important because;
1.Makes billing easier- Each ad account has only 1 payment method. Even though you can add multiple payment options, only 1 can be active at a time. This makes it difficult to sort through the transaction details. Using different ads account keeps everything simple and easy to follow.
2.Reduces risks- Facebook has very strict rules around its policies and terms. Your Facebook ad account may be accidentally shut down without any notice, even if you haven't violated any rules. If you're running ads for multiple clients on the same account, you risk losing all their ads at once. The best way to get ahead of this is by keeping ad accounts separately so that only one will be affected when there is a problem.
3.The Pixel Date Will Optimize Well -If you put different clients under the one ad account, Facebook will find it difficult to optimize certain ads around one user. Keep in mind that creating multiple ad accounts is way simpler than creating different Facebook pixels.
Create Different Copies
A simple adjustment in your ad copy can increase your conversion rate. Also, sometimes as an ad manager, you can be unsure of the type of ad that will resonate with your people.
You can create a different set of ad copies, using various headlines, ad texts, and even CTAs targeting the same objective and clients to determine which one has higher click rates. This will help you come up with highly converting content.
Focus on Retargeting
Retargeting campaigns convert highly and are cost-effective. Retargeting helps you interact with people who have already come into contact with your clients' businesses. The aspect of familiarity will make them more likely to click on your ad and view your offer.
Facebook retargeting allows you to target your advertising based on two different criteria;
- People who have recently interacted with your clients' business in any way. You can also retarget clients with whom a business owner has ever interacted in-store through offline events. This can be used to show an ad to someone based on specific triggers. It works like email marketing campaigns.
- People who are on your client's list. The list can be of email subscribers, blog subscribers, YouTube, etc. This can also help you create exclusively targeted campaigns.
When running Facebook ads for clients, you must first know the common terminologies used to have an in-depth understanding of what running a Facebook ad entails. We've also highlighted a detailed approach on how to run Facebook ads for clients and some tips that will come in handy along the way. There you have it, a detailed guide to help you get started.