Facebook, Instagram and Google are giant companies that everyone is interested in making ads on to make billions of dollars a year from all over the world, and they don't care much if customers fully understand how they work or why they spend huge amounts of money for inadequate results. Although they are processing a lot of free educational materials(Facebook Blueprint) that offer customers the best way to use their products, the speed of modifying logarithms and updates based on them far exceeds the speed of processing educational materials – if any in the language you are looking for! –
On the other hand, there are too many e-marketing companies, but very few professionals. Sometimes you have to try a lot of companies before you reach a long-term and comfortable partnership with someone.
So this article is important for you. To understand for yourself how you can make a Facebook ad yourself and measure everything the right way.
What is the mechanism for Facebook and Instagram ads to work?
Since the end of 2019, Facebook has reduced reach by 2.2%, and the more fans you have on your page, the lower the average prevalence of your posts, and the more likely it is that the spread will be 5.5% of total followers (source)
Not only because of Facebook's logarithm modifications that narrow some areas (such as loans and real estate) but the end result is to raise the price of ads in general to all consumers, if the natural spread is reduced, this is in return for the display of paid materials and the higher the competition, and the more you pay, the more you will appear!
Facebook's continued growth is a major factor in the ongoing changes in logarithms and policy adjustments, and several years ago page ownership, page management, page name change date and even ads made by each page were publicized. Although this made it easier for competitors to know exactly what ads their competitors are doing, they are at the same time violating the privacy of some companies and making it easier for some to copy or move ads exactly from larger or more widespread competitors.
Read also:How do you know the ads your competitors make on Facebook and Instagram?
What is a funded ad on Facebook and Instagram?
A funded ad is any post that has been paid to reach more people, and is in the form of a video, photo or a collection of photos and you can choose to show it on Facebook, Instagram, Messenger, Stories (Storiz) or some without the other.
How do you know if the ad is funded?
The user has the right to know the ad from others, so the word "funder" or "sponsored" appears in a small font at the top to distinguish the ad post from other natural publications.
Read: How do you know competitors' ads in a free way?
When does Facebook and Instagram choose to show your ad? (Auction – Auction)
Facebook shows your ad based on several factors, including: daily or total budget, compared to your competitors' budget. Other factors such as the targeting you have done, for example: if you are a shop selling veiled veils and there is another store selling the veiled veiled, you both compete to show your ad in front of the veiled Huda who does lake for several pages interested in the offering, and because Huda is an ideal customer for both ads, the higher-budget ad will often appear to Huda. Both ads can appear at different times, but the top budget holder appears at peak times.
Other important factors: the quality of the ad itself, including: the chosen image or video, the text written with it, and the link if any to which the user will go.
Other important factors: the accuracy of the targeting itself, a place of introduction that should target girls only in order to achieve the greatest result, girls aged 18-50, for example, and in areas known to be mostly veiled or posed shops.
The correct organizational structure (ranking) for Facebook and Instagram ads.
There are 3 elements per Facebook ad, these elements are:
An advertising campaign under which >> ad groups >> with ads
No ad can be made without an ad group umbrella and an ad group cannot be made without being under the umbrella of an advertising campaign.
As shown in the figure above, there are mandatory elements at each step and optional elements.
The ad campaign is at the top of the pyramid and from there all the other details are the basis column for Facebook and Instagram ads in the ad manager.
Mandatory elements: campaign goal – campaign name
Optional elements: Budget distribution can be chosen from the advertising campaign but as marketing officials we do not prefer this choice, because we may make one campaign, for example, with several marketing groups to test the target audience and each group for an equal amount to the other to test the audience most interested in a product.
If the budget is distributed from the campaign/campin, the budget cannot be distributed equally between two groups, because Facebook manages the budget between groups (2 or more) according to a particular algorithm and this may not be fair if you want to distribute the money equally to test your audience.
Another important reason why this method is not recommended is that we tried it in our ads, we did two perfectly identical campaigns, one distributing the budget from the campers and the other from the groups, the same numbers, pictures, speech and everything.
Result: We found that budgeting in the ad campaign was a bad choice, the money was spent in a quick time and almost without result, while the distribution of funds in the groups was more influential on the results of the campaign and gave us the best result.
This is the experience of years of advertising and thousands of dollars spent.
- Ad Sets settings
The second column of the ad campaign is ad groups, in the previous image, there are two ad groups under the same ad campaign. One targets only men somewhere, and the other targets only women somewhere. The name is not perfect, we will talk later in this article about the best way to name the camben or ad campaign in the funded Facebook ad and the funded Instagram ad and this will help you specifically if you are doing several campaigns for different customers or even several campaigns for one customer but with different products… etc
- Adset Name: You have to choose it carefully depending on these mandatory factors (later in this article we'll talk about how best to name a funded Facebook ad).
- Conversion event location: Only in conversion campaigns
- Choose a Facebook page linked to ads. You simply can't make any funded ads on Facebook without a Facebook page (Page, not a personal account). And of course an Instagram account if you want to make a funded ad on Instagram as well.
Targeting: State or city, you can choose more than one place and you can choose a country and exclude some cities, for example, and targeting contains:
- Location (country)
- Sex (male – female)
- Interests (people who correspond to)
- Placement: Facebook, Facebook Stories, Messages, Instagram, Instagram Stories, Video, etc.
You can choose "automatic placements", but if your budget is low, for example, you don't have to advertise in stories, exploration sections, videos included in content, search results, article, apps, and websites. These places eat out of your budget and target people who are generally within your target audience, but the place is not suitable for placing an ad in, for example, search results show someone who's already looking for something and doesn't have time to click on an ad for something else right now, even if that person is your target audience, and so on.
So it's best to choose Manual placement and in any case don't choose Audience Network. What is the public network? These are places that Facebook has bought on different sites for greater targeting and service to its customers (i.e. you, me and everyone who makes an ad) but from our years-long experience, you consume your budget at a fabulous speed and without real return.
6. Budget: You can choose to pay only one daily amount or one that Facebook distributes to the number of days you choose (by choosing the start date of the ad and the date of the end of the funded ad)
- Schedule the start and end date of the ad campaign (scheduling)
If you have a specific budget that you must distribute to selected days, it is preferable to choose the end date of the ad campaign to stop automatically if you are busy, have an emergency, have a disconnected internet connection, and cannot stop the campaign.
- Target audience choices on Facebook and Instagram ads
The default situation is to target America, you should of course change that to the country where you are targeting, in addition to the choices of certain interests or behavior specific to your target audience, for example: e-stores prefer to target those who have online shopping behavior, while clinics or hospitals prefer to target people interested in certain medical sites or behavior related to the disease or clinic and so on.
- Choose to view the ad for page followers or app users
From choosing "Connection" after selecting the target audience, you'll find a choice that most people ignore, but as a professional marketing officer you need to activate it to reduce the cost of ads for you or your customer. This choice offers the feature of not showing the ad to those who liked the page, which is necessary, for example, if the ad is accessible or to raise the page's fans, why do you show an admiration request to someone who has already done Lake?
- Budget distribution choices (normal or accelerated)
Sometimes we need Campin's last-minute work, when the professional marketing officer chooses to distribute the accelerated budget in order to force the platform to bring the most results in less time.
- Maximum LED/CPA value choices – by campaign goal
This choice is not useful unless you already know the value of the LED, otherwise the average lid value may be $4 if you enter $2, the campaign will not spend any money or spend it very slowly and will not spend the daily value you have set until you change this number or leave it automatically to Facebook.
- Choose ad views per user (Frequency cap)
If you're making an access campaign for as many viewers as you want, you can choose the number of views per user to be 1 or 2 as you want.
- Ads settings
- Ad name
- Photo, video, or photo collection (Carousel Rotary Ads)
- Site link (by campaign goal)
- Learn More, sign up… etc.)
- Write the ad text that will appear at the top of the image/video
- Choose the Instagram account where the ad will appear
- Write a headline for the ad (Headline). Like: Register now for free – or: Click here to register and others
- Write an explanatory line below the headline above (Description). This line can be ignored because as platforms change, it often appears only from computer browsing while more than 80% of customers browse from their mobile phones.
- Explain the goals of paid campaigns and how to measure their respective performance
There are three stages that the consumer or customer goes through before the purchase, the first of which is his knowledge of the product or brand, second: taking care of the brand or wanting to buy it and third: taking the act of purchasing.
These three stages are called marketing funnel: marketing funnel is represented by the following illustration:
It is well known that the immeasurable cannot be improved, so at every stage of marketing you must measure your performance well, especially if it is related to payment, which is often the case.
Depending on the paid campaigns, you need to know these numbers well according to the goal of your ad campaign for you or your customers. Your customers will ask you for previous reports or target numbers that you are supposed to access, and you should know these numbers whether you are a marketing officer or an employer who wants to monitor the performance of their business online.
Campaign goals on Facebook and Instagram:
This is the first step in marketing, if you're a new company or an unknown brand, you can't ask people to buy from you before you know you, can you?
Therefore, raising awareness of your brand is one of the most important campaigns we conduct as marketing officers at the beginning of the project launch, why?
First, because Facebook logs rely on posting advertising to as many users as possible targeted by advertising. This helps Facebook gather information about those interested in your products or services to re-target them later or to help you when you want to create a similar target audience (Lookalike Audience).
The most important goals we really want to measure are:
- Increase people's brand recall
- Increase the number of site visits and communication accounts
- Increase the number of questions about the brand
- Access to new people who may be interested in your products and services
How do we measure the above by specific numbers of paid marketing campaigns so that we can monitor performance?
- The size of the networking sites
- Number of site visits or communication accounts
- Interact with your ad or your publications in general
- Number of followers in general
The numbers that interest us in the campaign paid for by this goal on Facebook and Instagram:
Clicks – CPC – CTR – CPM – Impressions – Reach – Video Views – Video Completion
Explain these measurements in detail:
- CPC: You buy clicks from interested customers so you need to know how much it costs you per click, the right price varies depending on the target location, products offered, services, and number of competitors.
- Impression:The number of times your ad appears in front of thetarget audience and is charged per 1,000 views by CPM or Cost Per Thousand Impression, this measurement is important in this type of goal in general.
- CTR- Click Through Rate is measured by dividing total clicks on total Clicks/Impressions impressions to measure the degree of interest in the total number of ad impressions.
- Reach Access: The number of people who have shown the ad.
Note: Impressions are always larger than Reach because the ad appears more than once per person. Don't worry, that's normal. You can see how often ad appears per person from frequency Cap, which represents the number of ad impressions per person, try to make that number less than 2 in this type of goal.
The rest of the measurements can be easily understood and can be found by selecting Video Engagement from the report columns at the top of the ad manager as pictured below:
Choose this goal if you want your brand name to reach people, this goal depends mainly on buying impressions so that the number of impressions is more than 2 or 3 because you simply want your ad to appear more than once to anchor in people's minds, the most important measurement here is Impression and CPM
Choose the access goal if you want to reach the largest number of target audiences even if it appears only once per person. Choose the access goal if you want to target your dedicated or similar audience*
The measurements you need to follow here are Reach and the cost of watching CPV video – Cost Per View.
If the goal is attention – Interests
This is the second stage of marketing, when the customer hears you but has not yet tried your products and services, at this stage the customer may need your product or service but needs a strong motivation to give up the product he or the company he or she deals with, at this stage you must give him strong reasons to try your products.
Visits – Website Visits
In this purpose of the Facebook and Instagram ad campaign, you place a link to the site you want to increase traffic on, which may be a personal site, blog, online store, magazine, etc.
Note: To measure site visits from your campaign, add some tools that measure this to appear on Google Analytics. Even if the campaign aims to increase traffic only, Google Analytics Campin used the Bilder URL and followed the instructions as written on the page. If you have any questions leave it in a comment and we will respond to you within 24 hours.
Measurements to consider in this paid ad campaign: cpc – link clicks – all clicks – CTR
Best Visits Campaign Practices: Mention some interesting information that drives people to visit the site, take care of the site, all its contents and design in order to help visitors have fun on your website.
Interaction – Engagement
Choose this goal when you want people to interact with your online brand, and it contains several types of interactions:
- Interaction with Post
- Interacting with Event
- Interacting with page – Page Likes
- Interact with View – Offers
You may not find some of them working in your country, don't worry, this is just a temporary phase.
Measurements to consider in this paid ad campaign: Results – Cost Per Result
App installs – App installs
The goal here is to push your target audience to download your app. You'll need to connect with app developers in order to install some codes to measure how many people have downloaded the app from a Facebook ad.
Commonly used for the goals of raising brand awareness or raising product awareness in general, it is preferable for the video to be short and attractive and to tell the benefits of your products to the customer in a decent language.
Top measurements of this paid ad campaign: CPV – VV50% – VV75% – VV100%
Pooling Potential Customer Data – Lead Generation
Real estate marketing officials use this goal primarily because it makes it easier for them to make Facebook and Instagram ads without any sites.
Read more: How does Campin real estate work without a site using Facebook only?
Messages – Messages
Some customers close their Facebook accounts but remain in touch via Messenger/Messages, you can reach these customers by making your ad campaign only by message. If your services need to be queried before purchasing, the message feature will be good in order to get customers to contact you in order to inquire about more information before purchasing.
If the goal is conversion – Conversion
This choice is ideal if you have your own site or online store, you will easily turn customers to the product page or register, assuming referral and tracking measurements work via Facebook Pixel (how they work in the easiest way below)
Conversions – Conversion
This is the easiest choice in sales, placing the product link or registration page directly and measuring the success of the campaign via Facebook Pixel.
Catalog Sales – Catalog
Catalog sales in short are for supermarkets that want to dynamically display many products without the intervention of many marketing officers. An Excel or csv file with full product details is set up, uploaded to the catalog, and the ad is made to display it in the form of a carousel (10-card rotary ads) dynamically from the readable file.
Store Visits – Store Visit
This goal depends on having a store on the ground that you want to increase visits to.
* Things a successful marketing officer should know:
Any successful marketing officer who exploits and uses several levels of targeting, if you want to know if your marketing officer is professional or not, or if you want to know his degree of experience in Facebook ads, ask him about the following targets.
Retargeting is simply to show your ads to those who have done specific action before:
- Visit your site
- Watch a particular video
- Interact with your Facebook page or Instagram account
It is the dedicated audience that you determine for yourself, for example:
- Visit a particular page on your site within 30 days
- He's watched a particular video on your page over the past month.
And so on. There are several choices to customize the audience in the ad group according to the target you want to reach.
Similar audience (Lookalike Audience)
A similar audience is a choice that lets you expand targeting after you know your ideal audience, Facebook Pixel collects data and notices users' behavior and therefore compares the behavior of your target audience to the general user, so if you choose an audience similar to the one who bought a product, Facebook targets people who are more likely to buy the same product, and so on.
Similar audiences are used only in accounts containing large data (e.g. after spending $1,000-$5,000 for accurate results), and it is natural that the accuracy of the results increases as the account size and amount spent increase.
Why are you making a funded ad on Facebook and Instagram?
In 2020, when the curfew was imposed due to the Corona pandemic, all businesses switched to electronic services, and governments gradually transformed the business into 100% electronic and continue to gradually transform services and businesses.
Funded Facebook and Instagram ads can reach millions of people at the touch of a button, whatever your business: whether selling concrete or digital products or services. You can also easily target people who care about your products or similar products.
There is no need to talk more about this area, as the preference for funded ads is not defined.
Who can make a funded ad on Facebook and Instagram?
Anyone who can make a funded ad on Facebook or Instagram, Facebook facilitates the work of funded ads so that every small employer or trader can manage their own funded Facebook ads with the least effort, so they've done more than one way to start profile-funded ads for you, your business manager, or the Beige business page.
Is it better to make a funded ad on Facebook or Instagram?
There is no right answer to this question, the right thing to do is to target the audience where it is, if your audience is on Snapchat, you should target it on Snapchat, neither Facebook nor Instagram. And so on.
Budget required to make funded ads on Facebook and Instagram ($1 a day theory)
The one-dollar-a-day theory was invented by an online marketing judge to prove that e-marketing is not expensive, as you can spend only $30 a month to reach people online, of course if you want to reach a result in the first year (or 10 years!) You can do this theory!
Unfortunately, because of the strong increase in competition, it is the winner who appears in front of his audience who pays more (in addition to the correct targeting, of course).
So, budget by targeting location and by product you sell, if you're in real estate in Egypt, for example, you have to pay a lot to show up and get potential customers, while if you're advertising a rare product, for example, and there aren't many competitors, you can make a $5 a day ad and it'll produce results.
The number I recommend to my clients to start is $10-20 per day with testing and constant improvement until the best result is reached.
Your guide to naming a fully funded Facebook ad (campaign > group > ad)
If you're doing a lot of ads, you won't remember what you did within the campaign, so you should professionally name your ad campaigns to show what's inside.
For example: Conversion Cairo Accessories – Campaign name with 3 ad groups below: Bracelets Cairo – Neck Accessories Cairo – Leg Accessories Cairo Females
- How does the paid campaign strategy on Facebook and Instagram be determined by your company's domain?
The strategy makes it easier for you to execute later so you don't get bogged down in performance. These are the easiest and most effective ways to make a respectable targeting campaign with a medium or large budget:
Successful funded ad business strategy on Facebook and Instagram to achieve the greatest interaction
Data Collection Phase
- Choose the goal: Interact (because it's cheaper to collect data, especially if the pixel is new). Choose a suitable ad video and don't worry about initially paying to collect data to find out your target customers.
- After 3 days to a week (depending on the budget paid), create a similar audience of 75% to 95% depending on the total audience size.
- Choose the best interests and behavior by your favorite product or service.
- Target similar audiences as well
- Select your ideal audience based on results
- Choose your perfect audience and show them new ads, new images, choose the interaction goal as well because it's the cheapest to collect data
- Once you know the best performance ad, circulate it to all your ad campaigns for the same product or service.
- Update photos and offers periodically for the most customers.
The right way to start paid campaigns on Facebook and Instagram.
- Stop promoting the publication immediately! Promoting the post is a way to push the access of a post you've already posted on Facebook or Instagram and want it to reach a large number of people. The targeted ad should only be made from within the business manager and does not appear as a fixed publication in the account.
- Create a Facebook business manager to manage paid campaigns
- Add a Facebook page to your business manager
- Add an Instagram account to your business manager
- Make an ad account within the business manager
- Add someone new to your business manager
- Add another marketing company or business manager to your business manager
How do you advertise a catalog to market your products? (New 2020)
How to shop for your products on Facebook only without a site (New 2021)
This new property is still under experience in some countries of the world alone, so it is unclear what its terms are and how they will be used in Egypt and the Arab world yet.
- Metrics that you should monitor in the performance report:
Cost Per Click – Cost Per Lead – Cost Per 1K impressions – Cost Per Result – Clicks –
Common problems with funded ads and their resolution:
The campaign doesn't spend the budget.
There are several reasons why the budget is not spent, including making competing ads for each other or that the bid is lower than usual.
There is no Leeds. What's the solution?
There are many reasons why there are no ad campaign results, including: mistargeting, choosing a wrong bid, less than usual, etc.
The price of the led is too high.
The audience is not strictly defined and therefore the price of the led is very high. Suggested solutions: Accurately identify audiences – change images and ad text
How do I change the language of Facebook Manger (Business Manager)?
The business manager's language can be changed from here.
Are there tools to help manage my Facebook and Instagram ads easily?
Sure, there are many tools that help you work and manage Facebook ads but the best is to work directly through Facebook, especially at first.
Finally: Facebook Blue Print. The first way to know (available in Arabic).
As Google did the work of Google Academy, Facebook also worked as a Facebook Business Learning Center and awarded certificates called Blue Fingerprint,a sign that thelearner has finished learning the different stages of using Facebook for business.
Note: Facebook constantly updates the platform and any data in the article that may be outdated after just a few months, please contact us to update the data. Thank you!