Daily budget. If you want your ad set to run continuously throughout the day, this is the option you’ll want to go for. Using a daily budget means that Facebook will pace your spending per day. Keep in mind that the minimum daily budget for an ad set is $1.00 USD and must be at least 2x your CPC.
Lifetime budget. If you’re looking to run your ad for a specified length of time, select lifetime budget. This means that Facebook will pace your spend over the time period you set for the ad to run.
I suggest keeping your budget fairly low initially.
If you’ve ever used any sort of PPC platform, you’re probably aware of the inherent learning curve that’s involved.
The last thing you want to do is drop a huge amount of money without first getting your bearings and learning the subtle nuances of a platform.
As for the schedule, you can either allow your ads to run continuously or select a specified start and end date.
If you want your ads to run only on certain days or at certain times, you’ll want to choose the latter option.
Simply change the date and time to your specified settings.
Creating your ad
Now that we’ve gotten all the preliminary steps out of the way, it’s time to get down to the nitty-gritty: creating your ad.
You have two options.
One is to use an existing post. The other is to create a new ad.
If you want to promote a post you’ve already published on Facebook, you’ll want to use an existing post.
Otherwise, if you want to create an ad from scratch, click on “Create New Ad.”
Here’s the first thing you’ll see if you go this route.
Just choose whichever option makes the most sense.
The next thing you’ll see is the “Images” section.
If you already have a particular image you want to use, you can either pull it from your library or upload it from your computer.
Otherwise, you can use Facebook’s “Free Stock Images.”
I love this feature because it gives you instant access to a good sized library of high-quality, professional looking images.
You’ll then connect your Facebook Page and enter whatever text you want to use.
Here’s how Buffer structured its advertisement:
And here’s a little slice of advice about your copy.
Keep it short, sweet, and clear. The key is to entice Facebook users to visit your page so they can discover more.
At that point, you can convince them to make a purchase.
Notice how short and concise Buffer’s copy is.
Finally, you need to decide where you want your ad to be shown.
At the moment, you can choose between the following:
Although the desktop news feed may be your first instinct, it’s a good idea to do some testing to see which options gets the biggest results.
Placing your order
Once you’re happy with your ad, click on “Place Order” in the green box on the bottom right-hand side of the screen.
Facebook will review it before it goes live. Once it does go live, you’ll receive a confirmation email from Facebook.
That’s the gist of running your first Facebook PPC campaign.
The initial setup process is fairly straightforward.
But, of course, there are a lot of different variables that will ultimately determine how well your campaign performs.
When it’s all said and done, you want your ads to convert and get you the most bang for your buck.
More specifically, you want to minimize your cost-per-click (CPC) and see a solid CTR.
This is a huge subject to tackle, and I don’t have time to properly address it in this post.
But what I recommend is checking out a couple of previous posts that I wrote on neilpatel.com:
Neil Patel is the co-founder of Crazy Egg and Hello Bar. He helps companies like Amazon, NBC, GM, HP and Viacom grow their revenue. The Wall Street Journal calls him a top influencer on the web, Forbes says he is one of the top 10 online marketers, and Entrepreneur Magazine says he created one of the 100 most brilliant companies in the world. He was recognized as a top 100 entrepreneur under the age of 30 by President Obama and one of the top 100 entrepreneurs under the age of 35 by the United Nations.