• Carly Akerly

How to Create A Facebook Ad in 2020

So, you're looking for ROAS. Or, in other words, you're looking for a return on ad spend. When I was young, my sister started a lemonade stand with $5 to her name. She sold countless cups of juice to gain a $20 profit. So, if we look at this in Facebook terms, she saw a 4x ROAS. That seems pretty good...right? This same concept works in terms of Facebook advertising. If we put "X amount of dollars in, we will get Y in return". Creating a Facebook ad is very important in what the return value will be. Vanity metrics like likes and comments are great for engagement, but the real numbers come from ad dollars going in and coming out. Today, we are going to show you how to build a conversion campaign on Facebook in 2020. Let's start with the basics!

The first thing is first, head to This will be your kingdom of all things Facebook advertising. Go to the top of the screens and select 'Business Manager'. This provides you with an entire map of where to navigate within Facebook Business Manager. Select 'Ads Manager' under the 'Advertise' option.

We are going to start at the campaign level for this activity. There are three levels within Facebook ads: campaigns, ad sets, and ads. At the campaign level, you choose your campaign objective and select your budgeting options. This is the place to customize the main purpose of your ad and select how much you are willing to spend on the given campaign. As you can see in the screenshot below, under the campaign section, there is the 'Create' option. Select 'Create'.

This is what your screen will look like after you select 'Create'. Facebook provides us with eleven different campaign objectives we can choose from. In this example, we are going to run a conversions campaign. This means the Facebook ad will be optimized for purchases.

Scroll down the campaign objective page and you will see the budget section. You can customize your campaign budget and bid strategy. Within budgets, you can set a daily budget or lifetime budget. With daily budgeting, it is much easier to track the pacing of spend. Lifetimes budgets will spend according to performance. If a day is performing very well, lifetime budgeting will spend more than that day and on days that are suffering, less spend will be allocated.

Debatetely, the best part of creating a new campaign is controlling the target. Within the ad set level, you can target users based on geography, interests, demographics and more! At the ad set level, it's important to truly understand your target market and target accordingly. Facebook offers a really cool feature that shows you your daily estimated results based on your targeting and the budget you set. So, if your targeting is extremely tight, your estimated results may be lower, but if you are broadly targeting on Facebook, your daily estimated results may be higher. Also, if you set a higher budget, your daily estimated results will have a greater reach.

After you are finished targeting, you will be at the ad level. At the ad level, you can play around with creative and copy. Choose from the various types like a carousel, single image or video, or a collection ad. This is what the end-user will see on Facebook. We use platforms like Canva to create cool designs to be featured as a Facebook ad. Create a compelling caption and have a strong graphic, image, or video to showcase your products. Make the end-user want to buy from you or take a given action! This is the last step in creating a Facebook ad.

Facebook ads are a great way to promote your product or service for a cost that works for all types of budgets. You are able to retarget existing customers and prospect for new customers! With a conversions campaign in Business Manager, you are able to track purchases on your website. With these easy steps, you will have a Facebook ad in no time.

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