The first step is go to https://www.facebook.com/advertising and choose what you want to advertise. You can choose an Your website or a Facebook Page, Facebook Application or Event.
First decide what to advertise.
You’ll notice your first difference if you choose to advertise your Facebook Page, Event or App.
#1: You Have New Choices
Your new choices when advertising your Facebook Page.
- Get More Page Likes. You’re advertising your Page and trying to grow your Likes. You can write your own ad copy.
- Promote Page Posts. This option was previously under the “Sponsored Story” section of Facebook Ads. This is a way to advertise one of your recent posts and the ad is prewritten for you. This type of ad still appears on the right side of Facebook Ads, as shown in the preview, and it appears in the News Feed where people can interact with the post itself right from the ad. A word of caution on this type of ad: You will get charged for a click if someone likes the post that you’re advertising. They don’t have to like your Page to like the post and they may even think that they are liking your Page by liking the post. So make sure you’re using this option wisely. But one thing I like about the Promote Page Posts selection is that you can select a post that had a photo and get a “bonus” photo in your ad.
If you advertise a page post with a photo, you will have your profile photo and the post photo in your ad.
- See Advanced Options. Selecting this option allows you to have more flexibility in the bidding on your ad. If you select this option, you still have the same options of choosing to advertise your Page or a page post, and you will have to make those selections initially. The main difference here is in how you want to bid for your ad.
Only the Bidding options change with the See Advanced Options selection.
#2: Sponsored Stories Are Automatically Selected When Advertising Your Facebook Page, Event or App
Be very cautious about this next step, because it is one of the major changes with Facebook Ads.Facebook auto-selects the Sponsored Stories choice for any ad that advertises something on Facebook, such as a Page, an Event or an App. Facebook says, “No increase in budget is required.” But that is a little misleading.
What that statement means is if you are spending $10/day on your ad, then Facebook will also run your Sponsored Story within that $10/day budget, but will still charge you when someone clicks on that Sponsored Story.
So now you may have $5/day going toward the Sponsored Story and $5/day going to the ad you intended and that has the copy you want.
Notice that Sponsored Stories is on by default.
Now this may not be a bad thing if you’re truly looking to increase your likes. Remember that Sponsored Stories are the ones that go into the News Feed (and they are shown on the right side also), where more people notice them.
The Facebook Ad I ran recently that included the Sponsored Story Ad performed very well. When you look at the data, the Sponsored Story looks like it had a 100% conversion rate (Actions to Clicks), versus the Facebook Ad that had an 80% conversion rate of Actions to Clicks.
The conversion on the Sponsored Story looks better than the ad.
But make sure you dig a little deeper into these numbers. When you expand each of these ads (notice how each of the ads has a different line item in your reports), you see more information.
You find that while the Actions were high on the Sponsored Story, they didn’t all result in an actual Page like. Some users just liked the post, some commented on it and some shared it.
Dig deeper into the Facebook Ad stats.
In this case, the Ad conversion now becomes 80% for the Sponsored Story and 77% conversion for the regular ad (74 likes from 96 clicks). The Sponsored Story still outperformed the ad in this case, but make sure you watch your numbers!
And do your own testing on Facebook Ads—you may find that your Page and your ads perform differently. Remember you can deselect the Sponsored Story if you do not want to create a Sponsored Story with your ad.
#3: Click See Advanced Options to Only Advertise a Sponsored Story
Another change with the new layout is that it’s more challenging to advertise just a Sponsored Story about people Liking your Page. To do so, click See Advanced Options, then Remove the Ad itself to leave just the Sponsored Story behind.
Click the See Advanced Options selection and Remove the Ad.
#4: Know Your Bidding Options
Bidding has not changed that much, but it is definitely something you should understand. When you choose to advertise something you have on Facebook such as your Page, Event or App, and you select the first radio button (Get More Likes, Increase Attendance, or Get New Users, respectively), then Facebook does your bidding for you. They optimize your ad with the CPM (cost per mille, which is cost per 1000 impressions) model.
If you choose the basic pricing model, Facebook optimizes your bid for you.
You can switch to the Advanced Pricing either here in the Campaign and Budget window or by choosing to See Advanced Options as mentioned in #1. If you choose the Advanced Pricing option, you can then use the CPC (cost per click) model, as well as set your own bids for the CPM model.
Switch to Advanced Pricing to set your own bids with either the CPM or CPC models.
#5: Use the URL of Your Facebook Page to Edit the Title of Your Ad
This isn’t a brand-new trick in Facebook Ads, but it’s one that seems to work sporadically. Luckily with the new Facebook Ads interface, this trick seems to be more available.If you enter the URL of your Facebook Page, rather than select your Facebook Page from the drop-down menu, you can then edit the headline.
Use the URL of your Facebook Page to modify your headline.
The Choose your Audience section of Facebook Ads still works the same way as before and is great for reaching your perfect customer.
Hopefully these tips have helped you stay on top of some of the changes in Facebook Ads and maybe even given you some new ideas on how you can leverage Facebook Ads.
How about you? What have you found to be working with your Facebook Ad campaigns? How frequently are you using Facebook Ads? Share your experience with us in the comments section below.
