Everything You Need to Know About Facebook Advertising

For single image ads, Facebook asks that users adhere to the following design recommendations:

Text: 125 characters
Ad Headline: 25 characters
Image ratio: 1.91:1
Image resolution (including CTA): 1080 x 1080 pixels

 
For multi-image ads -- also known as Carousel Ads -- Facebook provides the following design recommendations:

Recommended image size: 1080 x 1080 pixels
Image ratio: 1:1
Text: 125 characters
Headline: 40 characters
Link description: 20 characters

 
For video ads:

• Format: .MOV or .MP4 files
• Resolution: at least 720p
• File size: 2.3 GB max.
• Recommended aspect ratio: widescreen (16:9)
• Facebook: 60 minutes max.
• Instagram: 60 seconds max

 

If you want to advertise on Facebook you will need Facebook Business Manager. It is a tool that keeps Facebook business assets centralized, safe, and organized. As Facebook itself explains, “Business Manager serves as a one-stop shop to manage business tools, business assets and employee access to these assets.” It’s the place to manage all of your Facebook marketing and advertising activities. Let us look at the steps to create your Facebook Business Manager account.

Step 1. Create a Facebook Business Manager account

To create a Facebook Business Manager account, you will need to have a personal Facebook profile to confirm your identity. However, no one can see your personal details; be it co-workers or customers. 

1. Go to business.Facebook.com and click the big blue Create Account button in the top right. 
2. You will be asked for your business name, your Facebook business page, your name, and your email address. Check out our article on 7 Quick Steps to Setting up Your Facebook Business Page 
3. Enter your business details: address, phone number, and website. When you’re finished, click Submit.
4. You will receive an email with the subject line “Confirm your business email.” Within the message click Confirm Now.

Step 2. Add your Facebook business pages

Here you can add an existing Facebook business page or create a new one. However, if you use Business Manager to manage clients’ Facebook pages and ad accounts, it’s important that you use the “Request Access” option rather than the Add Page option.

To create a new Facebook Business  page please check out our detailed article: 7 Quick Steps to Setting up Your Facebook Business Page.

If you already have a Facebook page and you want to add it to Facebook Business Manager, see the following steps:

1. From the Business Manager dashboard, click Add Page.Then, in the pop-up box, click “Add Page” again.
2. Type your business name and click “Add page”.

Step 3. Add your Facebook ad account

Once you add your ad account to Facebook Business Manager you can’t remove it. To add a client's ad account, select the “Request access” option.

• If you already have a Facebook ad account you can link your existing ad account as follows:

From the Business Manager dashboard, click Add Ad Account, then Add Ad Account again, and then enter the ad account ID, which you can find in Ads Manager. 

• If you don’t already have a Facebook ads account, then you can set up one:

1. From the Business Manager dashboard, click Add Ad Account, then Create Account.
2. Enter your account details, then click Next.
3. Select that you are using the account for your own business, then click Create.        

Step 4: Add people

You can add team members to help you manage your Facebook business page and ad campaigns.

1. From your Business Manager dashboard, click Add people.
2. Then enter the business email address of a team member you want to add. Also select the type of access: employee (limited) or admin (full) access. When you are finished, send the Invite.                                                
3. You can add more team members by the same procedure by clicking on Add People.
4. They will receive an email with an invite.

Step 5: Add your Instagram account

You can add your Instagram account if you like. 

1. From your Business Manager dashboard, click Business Settings at the top right.
2. In the left column, click Instagram Account, then click Add. 
3. In the pop-up box, enter your Instagram login information and click Log In.

Step 6: Set up Facebook Pixels

A Facebook Pixel is a small bit of code that Facebook generates allows you to track conversions, optimize Facebook ads, build targeted audiences for your ads, and remarket to leads. We recommend setting up a Pixel as it provides very valuable information. To learn how to set up a Facebook pixel please read our article, How to Create a Facebook Pixel

Voila! You are all done. Now you are ready to place your first ad through the Business Manager. 

To place a ad, 

1. From your Business Manager dashboard click Business Manager on the top left.
2. Under the Advertise tab, click Ads Manager, then click the green Create button.

 

If you want to advertise on Facebook then a Facebook Pixel is a tool that will definitely be worth your money. It’s just a piece of code that you place on your website to help collect data used to track conversions from your Facebook ads, optimize those ads, and build targeted audiences for future ads. It works by placing and triggering cookies to track users as they interact with your website and your Facebook ads.

5 ways to use your Facebook Pixel

You can install a Facebook Pixel even if you are not using Facebook ads. It can still be useful by collecting important data for future use. Now let us understand some different ways you can use the Pixel.

1. Optimize Facebook ads for conversions
   

   You can use facebook tracking pixel data to optimize your Facebook ads for specific conversion events on your website. Without a pixel the only conversion you can optimize for is link clicks. With the pixel you can optimize for conversions that align more closely with business goals like purchases and sign-ups.

2. Optimize Facebook ads for value

   Facebook collects data on your customers; such as, who buys from your site and how much they spend. Pixels can optimize your ad audience based on value. This means it will show your ad only to people who are high-value buyers.

3. Use Facebook conversion tracking
   

   Pixels allows you to see how people interact with your website after viewing your Facebook ad. You can also track customers across their devices. This can help you understand where your customers buy your products; i.e. mobile or desktop. Refine your ad strategy accordingly and calculate your return on investment.

4. Use Facebook retargeting

   Pixels gathers data that allows you to show targeted ads to people who have already visited your site; such as those who added items to their shopping cart but didn’t buy. You can then show them an ad for that item and perhaps offer a deal or incentive to purchase.

5. Expand customer base
   

   Pixel data can help you identify people who have similar likes, interests, and demographics to those who are already interacting with your website.

How to use the Facebook pixel

With so many ways that you can use the Facebook Pixel it’s important to know the best way for you to use it.

Pixels can be used for two different kinds of events:

• Predefined: A set of 17 standard events by Facebook; or,
• Custom events created by you.

1. Predefined a set of 17 standard events by Facebook
   

   The 17 standard Facebook pixel events, which you can simply copy and paste, are:

   • Purchase: Someone completes a purchase on your website.
   • Lead: Someone signs up for a trial or otherwise identifies themselves as a lead on your site.
   • Complete registration: Someone completes a registration form on your site, such as a subscription form.
   • Add payment info: Someone enters their payment information in the purchase process on your website.
   • Add to cart: Someone adds a product to their shopping cart on your site.
   • Add to wishlist: Someone adds a product to a wishlist on your site.
   • Initiate checkout: Someone starts the checkout process to buy something from your site.
   • Search: Someone uses the search function to look for something on your site.
   • View content: Someone lands on a specific page on your website.
   • Contact: Someone contacts your business.
   • Customize product: Someone selects a specific version of a product, such as choosing a certain color.
   • Donate: Someone makes a donation to your cause.
   • Find location: Someone searches for your business’s physical location.
   • Schedule: Someone books an appointment at your business.
   • Start trial: Someone signs up for a free trial of your product.
   • Submit application: Someone applies for your product, service, or program, such as a credit card.
   • Subscribe: Someone subscribes to a paid product or service.
2. Custom events created by yourself
   

   You can use custom events to collect more details than Facebook pixel standard events can provide.

Step 1: Create your pixel

1. Go to Facebook Events Manager page and click the three horizontal bars icon (≡) in the top left, and choose Pixels.                                                                                                                                    
2. Click the green Create a Pixel button.
3. Name your pixel, enter your website URL, and click Create.

Step 2: Add the pixel code to your website

Next you need to install the pixel code on your website to begin gathering the data. You have the following ways to set up your pixel:

 

1. If you use an e-commerce platform like Shopify you can install your pixel without having to edit your website code directly. Check this Facebook Help article on how to.
2. If you work with a developer or someone else who can help you edit your website code, click “Email Instructions to a Developer” to send your developer everything they need to install the pixel.
3. If neither of the above options apply you need to insert the pixel code directly into your web pages as follows:

1. Click Manually Install the Code Yourself.
2. Copy-and-paste the pixel code into the header code of your website. That is, post it after the <head> tag but before the </head> tag. You need to paste it into every single page, or into your template if you’re using one.
3. Select automatic advanced matching if you want to track conversions more accurately and create larger custom audiences.
4. Check whether you’ve installed the code correctly by entering your website URL and clicking Send Test Traffic. Once your Facebook pixel is tracking activity click Continue.

Step 3: Start tracking the right events for your business

Check out our previous article, What is a Facebook Pixel and 5 Ways to Use It,  to learn about the 17 Facebook events you can track. For each event you need to choose whether to track on page load or on inline action.

• Track event on page load: Use this to track actions that involve going to a new page, like a purchase complete or sign-up success page.
• Track event on inline action: Use this to track actions within a page, like clicking an “add to cart” button that does not open a new page.

If you want to track custom events, go to your Facebook Events Manager, choose Custom Conversions from the top left menu, then click Create Custom Conversion to define your custom conversion event using URL rules.

Step 4: Confirm your Facebook pixel is working

Before you use Pixel data, check if it is being collected properly.

• Add the Facebook Pixel Helper extension to your Google Chrome browser. (It’s only available for Chrome.)

• Visit the page where you have installed the Facebook pixel. If the extension finds the pixel, the </> extension icon will turn blue and a popup will indicate how many pixels it finds on the page.                                                                                                                                                                                

Step 5: Add pixel notice to your website

You need to let your customers know that you are collecting all this data through Pixel. This is a rule as per facebook.

 

 

Facebook ads help brands promote their services or products which helps them widen their reach. You put a lot of effort and money to create the perfect ad but if you are struggling to get the desired results then you need to optimize your Facebook ads. Let us look at some of the strategies to optimize your Facebook ad campaigns:

1. Improve your Facebook likes

   The shares and likes you get on your Facebook ads and posts are proof that audiences like your product and services. When setting up a Facebook ad campaign, you have 2 options: create new ads for every campaign and ad set or use an existing post:

   “Use Existing Post” option is an incredibly effective optimization hack as it gives you an opportunity to collect all the campaign post engagements under a single ad. All you need to do is use the same post to set up multiple ad campaigns and publish the promotional post on your company’s Facebook Page. Then select this post every time you’re setting up a new ad campaign.

2. A/B Test Your Ideas
   

   To figure out what works best for your brand, run a quick Facebook A/B test. You need to identify which elements of your ad have the highest impact on your target audience. You can test the following elements to observe the impact on your audience:

   • Ad design
   • Ad placement
   • Your unique value offer
   • Call-to-action buttons
3. Optimize Your Targeting Audience
   

   It is really important to identify your target audience and their performance as you invest a lot of money in facebook ads. To analyze gender and age group performance, log into Facebook Ads Manager and click on “Reports”:                                                               

   Once the report page pops up, you need to select the date range that you want to analyze. Next, click on “Customize Columns” and decide on the values for the report. Under the drop-down list, select “Age,” “Gender” or “Age and Gender”:

4. Use Influencers to Optimize Your Facebook Ads

   The content created by influencers is usually more relevant and relatable than a business' content as influencers connect more easily with the audience. You can use influencer-generated content to boost the impact and effectiveness of your Facebook ads by helping you generate more high-quality traffic, boost your engagement rate, and increase your social media followers. 74% of marketers said that they repurpose influencer-generated content and publish it on their social media channels. But be sure to get permission from your influencers to use their content.

Read or share our individual articles in our Series on Facebook Advertising:

• 4 Reasons to Advertise on Facebook
• Choosing the Right Type of Facebook Ads
• 7 Quick Steps to Setting up Your Facebook Business Page
• A Step-by-Step Guide to Advertising on Facebook
• How to Choose Your Audience for Your Facebook Ads
• A Beginner's Guide to Creating Your New Facebook Ad
• A Guide to Setting up Facebook Business Manager
• What is a Facebook Pixel and 5 Ways to Use It
• How to Create a Facebook Pixel
  
• Optimize your Facebook ad campaigns

Lucent Innovation is a full-service Shopify web design and development company. We build ecommerce websites that are ready to sell, scale, and grow.

Contact us for your next project:

 

844-582-3681

shopify@lucentinnovation.com

https://www.lucentinnovation.com