With its 30 million users in Our country - and 2 billion worldwide since June 2021 -, the social network Facebook represents a prospect pool for companies. As long as you know how to touch them!
Organize advertising campaigns is one of the possible levers. They can be tracked from the Facebook Ads Manager. What are the features of this interface and how to use them?
- Facebook advertising campaigns: what are the advantages?
- Why use the Facebook Ads Manager?
- Features of the ad manager
- Link with Facebook Business Manager
- LEARN MORE
Facebook advertising campaigns: what are the advantages?
Sponsored publications, promotion of a page or a product… Facebook offers several advertising formats. As on other social networks (Twitter for example), this is a medium that can be used by companies to enjoy better visibility.
These campaigns have several advantages for companies:
- Give more visibility to a page or an offer by reaching a new audience or by soliciting an already active community,
- Target the audience according to certain parameters (age, gender, geographic location, centers of interest, etc.) to meet the company's objectives as precisely as possible.
Another advantage: control of the budget. Ads can be paid per click (pay for performance) or per display (pay per package), choosing a given period and a budget determined in advance.
Learn more about organizing advertising campaigns on Facebook.
Why use the Facebook Ads Manager?
The interface can meet several needs:
- A global vision of the campaigns : all the advertisements created by the same account are saved there. This can be useful for professionals who have to manage campaigns on several pages for example,
- A performance comparison : results, scope, cost and amount spent are detailed by advertisement. This makes it possible to adapt the next campaigns, or to measure the cost per click according to the audiences. Note: the more targeted the advertising, the higher its cost, and the more effective it is supposed to be,
- A time saving : advertising reports, statistics, performance measurement tools or even billings are all grouped together on a single interface.
- The mobility : the interface is accessible on desktop, but it has also been deployed since March 2015 in a mobile version on iOS (iTunes) and Android (Google Play).
Features of the ad manager
Starting an advertising campaign is possible in several ways:
- By clicking on the “boost”, “promote”, “boost the page” functionality directly on a Facebook page,
- By clicking on the "Create an advertisement" feature on the advertisement manager,
- By accessing the page's publications from the advertising manager and clicking on "boost".
In all cases, the advertisements are accessible and detailed in the advertisement manager.
Advertising creation and Power Editor
The ad manager tab aggregates the latest campaigns. They can be filtered according to the status of the broadcast (finished or in progress), according to their performance, scope or costs.
Several applicable filters :
- Depending on the distribution (active, planned, pending review, inactive, completed, deleted campaign, etc.),
- Depending on the objectives (clicks to the website, engagement with publications, engagement in the app, generation of leads, downloading an app, new likes, local promotions, video views, etc.),
- Depending on the type of purchase (cost per click / auction, fixed price, etc.),
- Depending on the placement of the advertisement (news feed on computer or mobile, right column on computer, Instagram, etc.),
- Depending on performance (costs, impressions, reach, results, etc.).
The Power Editor is a tool dedicated to advertisers who wish to manage several important campaigns: more specific, it is above all recommended for large scale campaigns.
Measuring tools
The manager makes several tools available to analyze campaign performance and get to know the statistics better.
- Advertising reports : creation and export of performance reports according to the campaigns. Charts and tables can be personalized, according to a date range or specific measures (engagement, video, website, application…).
- Custom conversions : tracking of specific actions on the company site, using the Facebook pixel (for example following the path of an Internet user on the company site until the shopping cart is finalized).
Resource management
The interface aggregates several useful resources for creating advertisements.
- Audiences : audiences saved during previous campaigns. New audiences can be added. They can be filtered or modified, or serve as support for a new campaign.
- Pictures : these are the images uploaded to the various pages linked to the account and can be used for a new campaign. They can be sorted according to their age or their format. New images can be uploaded directly to the interface.
Billing summaries
The summary of expenses, upcoming invoices and recorded means of payment are accessible in a dedicated tab. A spending limit can also be determined.
Link with Facebook Business Manager
Relatively similar to the ad manager, Facebook Business Manager is accessible on the same interface, by clicking on the drop-down menu at the top left. Facebook Business Manager requires registration, independent of the login associated with your own Facebook account. Access rights to each page concerned must then be granted to administrators, with the appropriate roles (administrator, editor, etc.).
This is a service generally used by companies or agencies, which have to manage several pages with several stakeholders.
The advantages of Facebook Business Manager:
- Allows to give a specific role and rights to each user,
- Facilitates the withdrawal of rights, for example when an employee leaves the company or the agency,
- Avoid identity errors on the pages and confusion between personal account and page administration.
Using Facebook Business Manager also saves time for professionals who use the ad manager, the two interfaces being linked.
LEARN MORE
Create a Facebook page for your business
Launch a social media advertising campaign
