What you know about Facebook marketing might be outdated.
Much has changed about Facebook advertising. It’s no longer that simple, easy-to-crack advertising network, but an advanced marketing system that’s going to take you quite a while to figure out.
Back then, all you needed was a well-crafted ad copy, some compelling images, interest-based targeting, and a custom audience, and you were in for a killing.
But over the years, Facebook has reinvented its platform by turning it into a powerful data-driven marketing tool that stands second to none. It’s the most advanced — and apparently, one of the most effective ad platforms for those with sound knowledge of how the platform operates.
It goes beyond understanding the basics; to understanding the undercurrents behind marketing – not just the Facebook ad platform.
There are about 2 billion users on Facebook, who have attracted more than 2 million advertisers, thus creating one of the most competitive ecosystems for marketers. That explains why the platform’s CPM shot up drastically, leaving advertisers with nothing much to do to lower it down.
Plus, posting on the platform alone is no longer enough – especially for new businesses struggling to get off the ground. The same goes for those who throw in money in a desperate bid to drive potential customers to their page or send them to their website. Without a strategic plan and approach, they’re just on another bootless errand.
What does this mean?
That means Facebook marketing is fast-becoming a reserve of the professionals. To be truly successful on the platform, you have to master the complex art of creating highly effective Facebook ads. In other words, you have first to learn how to run the campaign like a real pro.
It’s for this reason that we prepared this guide.
We plan to open up the vault and unleash a simplified but detailed guide that will see to it that you’re able to make the most out of this ever-evolving marketing platform and realise its true potential.
This is your ultimate handbook to running an effective Facebook marketing campaign in Singapore. It’s a simplified guidebook meant to help you optimise your Facebook advertising, reach your target audience more effectively — and most importantly, give your almost diminishing ROI one final major boost and get it back on track.
Top Reasons to Advertise on Facebook
Simple to Set Up
Setting up a Facebook ad campaign is a no-brainer and not as time-consuming as some people like to assume. There’s no denying that this campaign can produce great ROI, with results checking in almost immediately provided you’re running the right campaign and offering quality products.
With a good campaign, the size of your business doesn’t matter a wit in this. Whether you’re running a small local business in Singapore or operating a large Multi-National Corporation, the success of your campaign depends largely on two things – firstly, how you conduct the campaign; and, secondly, the quality of your products or services.
It’s Highly Effective
Facebook boasts so many activities, with upwards of 2.2 million active monthly users and upwards of 1.5 billion active daily users. It’s now grown, and it’s no longer just another social media network but a key part of many people’s lives.
And so long as we’re still riding the information era, the platform will remain with us, maintaining the same grip on almost all the major aspects of our daily lives.
It’s a top advertising channel online, accounting for about 51% of all the digital ad spend. There’s no doubt that advertising on Facebook will work for you if you master the art behind running a well-informed ad campaign on the platform.
East for Targeting your Ideal Customers
Now that you know how many people actively use Facebook every day, it won’t hit you as a surprise when we say that way more than half of your target audience can be found on this platform.
But that’s just the first bit of information: the facebook platform also offers tons of different ways to narrow down the audience and target a specific list of people – those interested in your product and services.
You can target users based on what they like, their behavior on Facebook, their level of engagement with your page, and a long list of other demographical elements, including age, location, and gender.
In other words, Facebook is among the few platforms that allow you to generate an extremely granular audience for high ROI on your Facebook ads.
Facebook Ads are Highly Customisable
It’s a lot easier than you think to generate the perfect ad experience for your audience using Facebook ads. Unlike Google AdWords and other platforms, Facebook ads are designed to target the most fitting audience for your ads.
That’s mostly because Facebook boasts a broad range of ad formats for you to choose from. There’s no limit as to how you can employ your creativity around this and come up with the perfect ad for targeting your ideal audience.
Facebook is Always adding New Features to its Ad Platform
Every month, Facebook releases a series of new features that it adds to its platform to improve the ad experience of both advertisers and users. That pretty much explains why the platform has been able to sustain growth for far too long. It’s always improving their ad system by providing it with more value.
You’ve probably seen some of these changes. For instance, they recently added new carousel ads to their Instagram stories, which allow users to create more dynamic ads. With every update they release, the Facebook ad platform continues to grow and become even more powerful and a lot easier to use.
All you have to do is learn how to advertise on the platform more effectively. And the faster you’re able to do this, the sooner you’ll be able to unlock the true potential of Facebook advertising.
Speaking of which, the easiest way to learn about Facebook advertising as a beginner is by setting up your Business Manager account on Facebook and run your first ad campaign.
Luckily for you, that’s what we plan to help you achieve with the rest of this guide.
How to Set up Your Facebook Advertising Account
The first thing you need to create is a Facebook Business Manager account.
For what’s worth, a business manager is nothing more than a tool for managing your Facebook Page and ads.
Here’s a list of things that you can do with Business Manager Account:
· You can access all your Facebook ad account and pages. You can also see the individuals that can access your ad accounts and pages and remove anyone one of them or change their roles and permissions.
· Works with an Agency – when working with an agency, all you have to do is share with them your Business Manager account, with which they’ll be using to manage your ad campaigns for you.
You’re even allowed to run multiple ad accounts and combine all of its users under one account.
Business Manager Account comes with two roles:
Here are the roles of an admin:
· Add and remove anyone, including employees and partners
· View your business setting
· Change your business setting
· Add pages and other ad accounts.
· Be assigned to different pages and ad accounts
Here are the roles of an employee:
· View your business settings
· Be assigned to different pages and ad accounts
In addition to setting up your business manager account, you’ll be required to set up an ad account, which also comes with its share of roles that you can assign. These are the roles:
Here are the admin roles:
· Manage your ad account, account spending limits, and payment methods.
· Add people and assign them roles
· Create your ads and edit them
· See your ad account reports
Here are the advertiser roles:
· Create your ads and edit them
· See your ad account reports
Here are the analysts’ roles:
· See your ad account reports
It seems that you can only run a campaign on your Facebook page, not account. So yes, you have to make sure your business has a functioning Facebook page before you can go ahead and launch your campaign.
No need to fret about this, though –adding a Facebook page to your business manager account is the easiest thing you can do.
Here’s how to go about it:
Visit the settings section of your Facebook Manager. Here’s a link to take you there (https://business.facebook.com/settings/).
On the left-hand side of the page that opens up, click on “Add Page.”
Here, you have three options. One is to create a new page. The second is to claim a page, and the third one is to request a page.
Where you choose to request to access a page or claim one, you have to enter either the page’s name or the URL to that page.
Ta-da! You’d have successfully added a page to your Business Manager.
Adding an Ad Account to Your Business Manager
· Click on setting on your business manager or use this link to locate it (https://business.facebook.com/settings/).
· On the left-hand side of the page that shows up, click on ‘Ad account.’
You’ll be presented with three options to choose from: one is to create a new account, the second one is to request access to an account, and the third one is to claim an account.
Where you choose to request access to an account or claim for one, you’ll be required to enter your ad ID.
You’re not yet done or even ready to start advertising on the platform. Not until you provide additional account information, part of which requires that you enter your credit card information for ad deductions and payments.
How to Set Up Your Account Info
Before you publish your first Facebook campaign, you’ll be required to provide your payment method. You need to provide this information for Facebook to deduct the payment for running the ads.
After you’re done with setting up the account, Facebook won’t require you to do anything else, unless they encounter a problem while deducting their charges or until you feel like changing the payment method or creating a new Facebook ad account.
To set up your account info, you’ll be required to navigate to your ad account setting and proceed with the setting. Use this link to get there much faster (https://business.facebook.com/settings/ad-accounts/).
The next thing you want to do is click on “Ad Account” and fill up all the information you’re asked, like entering your company’s name and address, and all the other relevant information.
Facebook will also allow you to choose your timezone and currency as you proceed. Remember that the information you enter is very sensitive. Plus, there’s no option for changing them later on. So you want to make sure that every bit of the information that you enter is accurate.
After you’re done entering your company information, the next thing to do is enter your billing information.
Setting Up Your Billing Info
You’re only a step away from running your Facebook ad campaign – setting up your billing details if you haven’t already.
To do this, first head to your ‘account settings’ and proceed to Payment settings. Fill up your payment details here.
In the billing page provided, you have the option to:
· Add new payment details
· Edit the current one
· Set a spending limit
· Find out about your next billing
Adding a new payment method is a lot easier than you think. Just click on add new payment method and choose the payment that you prefer – Credit Card, PayPal, and Facebook Ad Coupon. Fill up the rest of the requested information and click on continue.
Pro Tip: Remember to add multiple Payments options
Adding more than one payment method to your Facebook ad offers more Flexibility. Speaking of which, you have the option to include several credit cards and PayPal.
Deciding on How and When to When to Get Billed
Facebook has two ways of which they’ll be billing you:
· On monthly terms where they bill you at the end of every month throughout the ad running period.
· When you hit your billing threshold, keep in mind that this option only works with direct debit.
By billing threshold, what that means is that you’ll be billed after your ad charges reach a certain amount, as decided by you.
This amount can be as little as $25 to as much as $750.
Keep in mind that the Facebook marketing threshold you decide on has no impact on your ad campaign, save for affecting how you’re charged.
Also, once your ad reaches this limit, it will stop running until you reset it or remove the limit.
Setting up Your Account Limit
Setting your spending limit allows controlling your ad costs. You don’t have to spend more than you’re willing to. So you set the limit, and once your ad runs and reaches this limit, it’s paused until you remove the limit or raise it.
Always keep this in mind whenever you’re running your ads, lest you find them NOT running in future, and you can’t remember why.
Setting your ad spending limit is extremely useful when you’re working with an agency. You want to make sure the agency or the consultant you hire won’t be spending more than the agreed amount.
Setting it low means you’ll be updating it too often. Also, keep in mind that no matter how fast you update the limit, your ad will be paused for at least 15 minutes.
Facebook Ad Limits for Your Account
There are a few limits that are worth noting when running a Facebook Ad account. These limitations don’t have a huge impact on the ads you run, but they’re worth noting.
Here are some of the limits that exist on Facebook ads Manager:
· One user can only manage a maximum of 25 ad accounts
· One ad account can only have a maximum of 25 users.
· One ad account can only have a maximum of 5000 ads (deleted ads not included).
· One ad account can only have a maximum of 1000 sets (deleted sets not included).
· One ad account can only have a maximum of 1000 campaigns (deleted campaigns not included).
· One ad account can only have a maximum of 50 ads (deleted ads not included).
These limits are only imposed on non-deleted campaigns and ads. Once you hit the limits, you’ll be required to delete the old campaigns and set new ones afresh.
Your Notification Settings
Facebook ad notifications are meant to update you on the whereabouts of your ads or anything going on with your advertising account.
These notifications keep you on the loop. They allow you to stay in touch with every aspect of your marketing campaign.
The only setback is that they’ll flood your inbox unless you make a point to reset their frequency.
To set the ad notification, head to your ad settings, and click on notifications. Here, you have the option to either remove or add the events that you wish to receive notifications.
Just check the boxes of the events that you wish to be notified on, leaving those of which you wish to ignore and presto! You’d have adjusted the notification settings to match your needs.
Reviewing Your Facebook Marketing Ad Roles
Once you’re done setting up the ads, you may see the need to involve someone else. This is where the issue of roles comes into play.
Adding new users and admins to your ad account is as simple as ABC. Just navigate to the “Account Roles” section of your ad account and click on “Add Accounts.”
Scroll down until you’re able to see the option to set roles. Go ahead and click on ‘Add People.’ You also have the option to add new permissions to your existing list of users and admins.Once you’re done setting the roles and inviting members, you’re set to go. Your account is now ready for some serious action.
There goes your first Facebook ad campaign.
Monitoring Your Ad Performance
Phewww. We have successfully set up your ad account and everything involved. What remains is running the ads and monitoring their performance.
Once you begin to run the ads, you must keep track of all the key metrics.
You can monitor your ads directly through Power Editor (link: https://business.facebook.com/ads/manage/powereditor/manage/) or Facebook Ads manager. Facebook’s Power editor is recommended if you’re running several ads, and are looking to monitor them all at once.
Facebook’s Ads Manager is the default screen that appears every time you log into your Facebook Ads Account.
You might want to customise the reporting columns from default for better monitoring. Here are some reporting options to consider:
· Ad Set Name
· Your ad spend
· Delivery – Your ad status. This is to alert you of any ad rejection.
· Reach – You want to find out how many unique people saw your ad, and how many times they saw it.
· Your conversion events. Once you’re done setting up your conversion tracking, you also want to monitor it and weigh the results.
· Cost Per conversions.
· Unique Outbound clicks. How many of the clicks you’re getting lead to your website or landing page? You also want to compare it with the number of clicks that direct your users to your Facebook Page.
· Cost Per One Unique Click or CPC.
· Unique Outbound CTR
· Frequency – How many times has each eyeball seen your ads. This is meant to make sure your ad attracts unique visitors all the time.
· CPM – How much are you paying for every 1000 impressions you get?
There goes the ultimate guide to setting up your Facebook ad account and managing it effectively.
Facebook marketing is a lengthy process, and this is the first step of the very many steps you should be making to hit your marketing goals.
If you’re looking to hire Facebook marketers or find an agency that you can trust to deliver, we’re glad to inform you that MediaOne has you covered. Talk to our consultants, and let’s help you market your business on Facebook.