The 3 Step Guide To Becoming A Facebook Ad Expert

By on April 30, 2014


It’s no secret: Organic Reach for Facebook Brand Pages has plummeted.

We all should have seen this coming when Facebook filed their IPO in 2012. After all, they have investors and stockholders to please.

With a user base of 1+ billion members and over 25 million active small business pages, it was only a matter of time before they tweaked their algorithm to try and convert more of these SMB pages into paid advertisers.

This is why you “don’t build your house on rented land.”

The chart below shows the correlation between Facebook’s declining Organic Reach and their rising stock price over the same time period, based on a highly-publicized study by [email protected].

Facebook Organic Reach

Image via Convince&Convert

For the small businesses who already spent money to promote their pages for Likes, Facebook’s tweak to drop Organic Reach may seem like a slap in the face.

However, Facebook ads are still amongst the most cost-effective methods of reaching large audiences.

Facebook Cost To Reach 1000 People

Image via Moz

What’s even better, though, is that you can narrow down your Facebook ads to reach a specific, highly-targeted audience – such as your email database.

Here’s how.

The 3 Step Guide To Becoming A Facebook Ad Expert

Step 1: Familiarize Yourself With Power Editor

Power Editor is the go-to resource for marketers who are interested in testing Facebook ads, but it is currently only available on Google Chrome.

Once you’ve downloaded Google Chrome and have opened up the Power Editor page, you will want to click the “Download to Power Editor” button in the top left corner.

Facebook Power Editor

Now you will want to create a new campaign and choose the objective you want to promote. There are several different options to pick from and each is tailored to a specific Call to Action relative to the desired outcome, but I generally prefer to use the Auction “Buying Type” so that I can adjust the bids and pricing.

Facebook Ad Campaign

Afterwards, Facebook will ask you to create an Ad Set with a Budget and Start/End dates.

Then comes the creative work: The copy, the targeting, and the pricing!

Step 2: Create The Ad

The example below shows a Facebook Ad that was created as a new unpublished post to drive Conversions for one of our offers.

Facebook Ad Campaign Edit Creative

For this particular ad type you can either use a previous post to sponsor or create a new unpublished post that won’t be seen on your timeline.

We recommend using the “Create New Unpublished Post” choice as it will also give you the option to publish it to your timeline as well and, as you can see, creating a new post as an ad in Power Editor gives you a lot more creative freedom than sponsoring a regular page post.

Facebook Ad Unpublished Post

Note: When uploading a custom image to use in a Facebook Ad though, be sure that you are following the 20% text rule. You can use this nifty Grid Tool by Facebook to check and see if your image follows the guidelines.

Here is a preview of how the Ad will look in the News Feed Timeline once set up correctly.

Facebook_Ad_Preview

Now, on to the tricky part!

Step 3: Upload A Custom Audience and Optimize Pricing

The hardest part about Facebook Ads is targeting the right audiences and optimizing the price, but like our Facebook ad above says: Have no fear, we’ve got you covered!

To get a highly-targeted Facebook audience you can start with your email database.

Simply export the email database as a .csv or .txt file and then upload them as a Custom Audience in Power Editor. (In Excel, just go to “Save As” and select .csv or .txt file.)

Facebook Power Editor Custom Audience

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After uploading the Custom Audience and allowing it time to be approved by Facebook, visit the Audience Tab under the ad creative and find the correct Custom Audience to use. You can also choose more demographic info to include/exclude users and narrow the targeting down even further.

Finally, you will want to change the Pricing of the ad for either CPC (Cost Per Click), CPM (Cost per Impression) or Optimized CPM and click the Upload Changes button.

Facebook Ad Pricing

Power Editor Upload Changes

You’re 3 Steps Closer To Becoming A Facebook Ad Expert!

Like anything in marketing, you will want to split test different ads based on the creative, images used, and type of bidding. Then measure the results and adjust.

If you are new to Power Editor, you will probably find Facebook’s Help section useful.

And here’s a shameless plug to end with: Claim the free All Access Pass ad offer that is used as an example in today’s blog post by clicking here.

Thanks for reading and feel free to ask us a question if you need help with your Facebook Advertising!

About David Ahn

David entered the business world as a marketing intern at NanoLumens – an Atlanta tech startup that provides unique digital LED signage. While interning for the company, he found a particular interest in content marketing, social media, and visual branding. After completing the internship, he began his professional career with iFusion Marketing working with Atlanta tech startups. In 2013, he joined SMMU as a blogger, copywriter, and social media manager. Connect with him on Twitter @Dav1dAhn.
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