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April 13, 2021
The Power of Facebook Ad Manager

Facebook ad manager is an amazing tool for small businesses with specific advertising budgets. It is robust and (fairly) easy to use. With a little bit of practice, you will be running ads like a pro. Ads Manager allows you to run highly targeted ads. This tool is a ringer for both companies just beginning to advertise and companies that have been running ads for years. This tool is exactly what you make of it. 

What is it? 

Ads Manager is a way to upload (or create within the program) ads that can be specifically targeted to social media users. Once you determine your target audience, you can input their information to ensure that your ad reaches them. You have the ability to choose location, age, language, habits, and even where your ad shows up on their feed (story, feed, or direct messages). You can also choose to run an ad that has the goal of getting awareness, reach, video views, conversions…the list goes on. The program allows for highly targeted and calculated ad campaigns. 

Must Use Features 

There are a few features in the program that you must utilize in order to get the most bang for your buck. We will highlight them below: 

Lifetime Budget 

Setting a lifetime budget is very helpful because it will ensure that you do not spend more than you intend. Once you set your budget, your ad will run and reach as many people as possible until you reach your max ad spend. For small businesses who might be on a tighter budget, this is a very important feature. 

Narrowing audiences

Narrowing is exactly how you will reach your most niche audiences. When creating your audience you will have the opportunity to add a long list of interests of the group you are targeting. For example, if you are attempting to target beach-goers, maybe the interests you list are beach, sunshine, and ocean. These keywords will target a broad audience. Unlike the broad interests section, when you add interests to the narrowing section it means that the person must relate to one of the previous categories AND the narrowing category. Let’s say the narrowing category we choose is marine conservation because we want people to donate to our beach cleanup. If I input that into the system then my ad will target people who like the beach, sunshine, or the ocean and people who value marine conservation. Basically, they can relate to one or all of the first categories but they must have a connection to marine conservation. 

Custom Audiences 

This tool is important when you are ready to run your second, third, or fourth…etc ad in a campaign series. With custom audiences you have the ability to target people who watched 3 or 10 seconds of your previous ads. You can also choose to target people who follow you or people who have interacted with your page before. The possibilities are seemingly endless. This is a super fun section to play around with. Again, this isn’t required but it is just another way to get UBER specific with who you choose to target. Although this process can be tedious it really pays off. Niche targeting leads to higher conversion rates. 

Potential Reach 

While you are inputting all of this information, it is important to pay attention to the potential reach of your ad. If you are too specific, your reach will be way too small. On the contrary, if you are too vague, your reach will be too broad. On the right side of the page a dial will alert you if it feels you are too far on one side of the spectrum. Another good check is to use common sense. If your company is an ice cream shop in a small town do you think it is realistic to have a potential ad reach of 1,000,000? Probably not. That is a long way to drive for ice cream! If you notice this, adjust accordingly. 

Ad Manager can take some practice before you go totally pro. These tips will get you started but stay tuned for more! In the meantime, it is helpful to get in there and play around — it is quite intuitive. 

As always, contact us if you feel that you need a bit more guidance. We are here to help you reach your goals as a business!

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