Nowadays, companies investing in communication and advertising are mainly exploiting online channels and, among them, especially social media. Among the most popular and effective marketing tools are, above all, Facebook Ads campaigns, thanks to their low cost and the possibilities of addressing a specific target audience in an increasingly precise manner.

Facebook offers very useful advertising tools that allow companies to invest effectively in online advertising, with minimal expense and excellent ROI, return on investment.

In addition, Facebook Ads has a very simple and intuitive ad management section, which allows campaigns to be started with very few clicks.

The ease of use of Facebook Ads allows even inexperienced advertisers to try their hand at social adv and reap excellent returns.

How to create a Facebook Ads campaign and ads

Creating a Facebook Ads campaign is very simple, just go to the Manage Facebook Ads section and select the Create option.

Before starting, it is essential to set the available goals of the ads, as each one allows for different benefits.

When creating a campaign, it is important to define the type of purchase, which in turn determines other criteria, such as payment methods, targeting, and measurement of the ads in the campaign. Next, you must choose between auction or coverage and frequency.

For the creation of a campaign with auction as the type of purchase, the following steps must be followed:

1. Log in to Ad Management and select Create to get started
2. Choose Auction as the type of purchase
3. Choose an advertising target
4. Select Continue to open the creation screen
5. Enter a descriptive name in the campaign name text box
6. If applicable, activate the special ad category and choose one from the drop-down menu. If you want to create an ad campaign related to credit, employment, housing, social issues, elections, or politics, choose the special ad category that best describes the specific ad
7. If desired, create an A/B test.
8. If desired, enable campaign budget optimization. It is advisable to set a daily budget for the average amount to be spent on a group of ads per day. Another option is to set a total budget for the amount you want to spend over the duration of the ad group
9. Select Show more options, then Schedule the publication of advertisements if you want to publish the campaign according to a schedule. Schedules are only available for total budgets.

Instead, for creating a campaign with coverage and frequency as the type of purchase, the steps are as follows:

1. Log in to Ad Management and select Create to get started.
2. Choose Coverage and Frequency as the type of purchase
3. Choose an advertising target. Some targets are not available with coverage and frequency
4. Select Continue to open the creation pane and go directly to creating the ad group
5. If applicable, go to Campaign Details, activate Special Ad Category and choose one from the drop-down menu. If you want to create an ad campaign related to credit, employment, housing, social issues, elections, or politics, choose the special ad category that best describes the specific ad.
6. Select Close to save the campaign or Next to proceed to create a group of advertisements

How to create Facebook Ads campaigns that work
As with any activity pertaining to digital marketing, planning an appropriate action strategy that synthesizes short- and long-term goals is essential when using Facebook Ads. A useful method is to identify a marketing funnel that considers the ideal path of one’s customers through all stages of the buying process.This way, specific activities and social content can be planned for each stage, from approaching the brand to the final purchase by word of mouth to friends and acquaintances.

To create Facebook Ads campaigns correctly and not waste time and resources, it is good to keep in mind some steps during the planning and launching stages of campaigns.

First, it is most important to define the goals and organize the campaigns accordingly, adapting content and language to the target audience you intend to reach. With this done, it will be easier to select all the correct settings and goals for creating a specific campaign.

The objectives provided by Facebook Ads are divided into three macro areas:

• Notoriety, which includes growing brand awareness and notoriety of a product, especially among new audiences
• Consideration, which includes increased traffic and interaction
• Conversion, with the transformation of campaign users into actual paying customers

Another important step is to properly structure the Facebook Ads campaign, which includes three different levels of management: campaign, ad group, and ad. This structure allows advertisers both to control all areas of the campaign and to convey the right message to each type of audience.

Obviously, in organizing a Facebook Ads campaign, it is crucial to properly choose the target audience to whom the ads will be shown, and this is made easier by the many and very detailed options made available by Facebook. In addition, Facebook also allows you to set up a custom audience by creating a list of people drawn from your company’s mailing list or list of visitors to your website. Facebook will think about leveraging that information by tapping into additional compatible audiences. Once the target audience has been identified, Facebook offers the possibility of monitoring its numerical size, which must be evaluated very carefully because it must be neither too large nor too wide, because in this case it would be dispersive.

At this point, one must proceed with budgeting and bidding options, which again must be planned according to the goals set and the estimated costs to achieve them. In addition, by selecting the most appropriate bidding strategy, it is possible to suggest to Facebook how to bid in the advertising auctions.

Another very important aspect is the choice of format for creating quality content. This aspect can also be delegated to specialists in the field, such as social media managers and campaign specialists, but also creative copywriters who always prioritize communication efficiency and best spread the image of the company and brand. In this sense, Facebook offers a wide choice of advertising formats to present the brand, products and corporate message in the most appropriate way.

Finally, you need to identify KPIs, Key Performance Indicators, and optimize Facebook Ads campaigns, a step that allows you to constantly monitor the progress and results of the campaign. It is important to emphasize that the KPIs to be monitored must be consistent with one’s advertising goals and the entire strategy selected.

How much do Facebook Ads campaigns cost
Based on analysis and studies conducted recently, thanks in part to WordStream and AdEspresso, it is possible to provide an estimate of the cost of Facebook Ads campaigns: each advertisement costs between $0.50 and $2.00 per click, but much depends on the market sector in which you are investing.

For example, the financial and insurance sectors have the highest average cost, or $3.77 per click, while the apparel sector has the lowest average cost, at $0.45 per click; travel and tourism, at $0.63; and retail, at $0.70.