Written By: Anisha CharanOn December, 3 2020 - 12 MINUTE READ
If you’re a newly-launched fashion brand, the prospect of starting your own paid ads may be daunting. But if you rise to the challenge and do it well, the rewards can be mind-boggling!
As one of TaF.tc’s Digital Marketers, I’ve created paid ads for TaF.tc for over 2 years now, and experienced first-hand, the immense difference paid ads can do for your brand’s awareness.
In fact, just this June I was tasked to promote the products on TaF.tc’s spin-off, THE LABEL SG. Back then the site was but a baby; few visitors came to the page, and we always made lower than $500 in daily sales by promoting the page organically.
But once I launched paid ads to the site, our daily sales increased to $2,000. Eventually, over the period of June and July, we brought 26,296 visitors to our site, and raised a total of $100,000. This comes as no surprise - after all, Facebook is the world’s largest social network, with a whopping 2.4 billion people using Facebook each month. It is the go-to platform to building online presence, and exponentially growing your brand.
Paid Ad for THE LABEL SG. Read about TaF.tc's spin-off here.
That being said, creating your very first ad can be an intimidating experience! I’m going to walk you through the first steps to get yourself started, and you’ll see that the process is much simpler than it looks.
Setting Up Facebook Ad Manager
First thing’s first. What exactly is Facebook Ad Manager, and how do I get one?
Your Facebook Ad Manager account is a performance dashboard that gives you a full overview about the ads you run, as well as in-depth analytics of how well each ad is doing. In order to use Ad Manager, you have to create a Facebook Business Page as Facebook does not allow you to run ads via your personal profile.
1. Create a Facebook Business Page
Once you create your Facebook Business Page, your Ad Manager account will automatically be set up.
2. Access Your Ad Manager Account
You can click here to access your Ad Manager Account, or head over to your Facebook Homepage and click on Ads Manager on the left menu bar.
3. Confirm Your Ad Account Information
On your first visit to your Ad Account’s Settings, you’ll be shown an Ad Account Setup page, where you can edit your time zone and currency.
Enter your business details and advertising purpose here (these questions help Facebook verify that your business is legal). Don’t forget to click save!
4. Set Up Your Payment Method
Navigate to Payment Settings and under "Payment Methods”, click Add Payment Method. You can select your desired method(s) from several options including credit/ debit card, paypal, online banking, or facebook ad coupon. Fill up any additional information requested.
It’s also a good idea to add your account spending limit under Payment Settings to ensure you don’t overspend. If you hit your limit, your ads will pause until you manually increase the limit.
Now that you’ve set your account up, it’s time to understand the Ad Manager dashboard.
The Ads Manager Dashboard
The Ad Manager dashboard is organised by columns, and displays key metrics about your ads including your total expenditure, cost per result, reach, impressions, and a whole lot more, making it incredibly easy to evaluate the performance of your ads.
1. Navigating Ads Manager
If you’d like to navigate to other Facebook products and shortcuts including your audience insights, business settings, events manager, and billing, you can click on Business Tools, which is an icon that looks like 9 dots in rows of 3 located on the left menu-bar on Ads Manager. A directory will pop up, allowing you to access these tools.
2. Multiple Ad Manager accounts?
If you have more than one ad account, you can alternate between them using the drop-down at the top left corner of the page.
3. Search Bar
Use the search bar to filter through your backlog of campaigns.
4. Filtering by Time
A particularly useful feature is the time horizon located on the right of your dashboard. You can search for your campaigns via timeframe by customising the date range or selecting a default date (e.g. “last month,” “last week,” “today”).
Phew! With the dashboard out of the way, we can finally create your very first ad!
Creating Your Ad
But before we get started, it’s important to understand some basic terminology.
- Campaigns: A campaign is effectively a container that helps you organise all your assets. It contains your ad sets.
- Ad Sets: An ad set allows you to separately target audiences with different characteristics. You can have many ad sets.
- Ads: Your actual ads dwell within your ad sets. You can have multiple ads that vary in visuals, copy, or format.
Now that we’ve got our terms figured out, here’s how your create an ad.
Steps to creating a Facebook ad:
- Click create!
- Select your campaign objective
- Select your audience
- Set your budget
- Design your ad
Step 1: Click create!
To create a new campaign, click the green “Create” button on the left of Ad Manager. A pop-up will emerge prompting you to select your campaign objective.
Step 2: Select your campaign objective
By selecting your campaign objective, you’re telling Facebook what you want out of the campaign, whether it is more visitors to your website, or more customers to add to your database. For the former scenario, you’d naturally select "traffic" to draw as many people as possible to your site, while for the latter, "lead generation", so that people leave you with their email address and phone number. Facebook has the following 11 campaign objectives in total.
Learn more about choosing the right campaign objective here.
And if you’re using a marketing automation software like Hubspot or Salesforce, make sure you create a unique tracking URL with UTM parameters so you can track your traffic and conversions from each ad.
Step 3: Select your audience
Next, you must decide who you want to target with your ad. Because Facebook gathers so much data about its user’s demographics, it has one of the best targeting capabilities online!
When I first started doing this, it really helped to think up specific buyer personas for my ad.
For TaF.tc’s sewing courses, a common persona is the mid-30s housewife who wanted to pick up a new skill, and a persona for younger adults looking to kick-start their own Fashion business. It’s important to be as detailed as possible when creating your buyer personas because you eventually have to filter your target audiences by keying in specific words to describe your audience.
Facebook is able to filter your audience by location, age, gender, languages, education, work, interests, behaviours, and more!
Play around and experiment with this feature until you arrive at the audiences you feel is right for your brand.
Facebook’s targeting also includes an "audience definition" feature located on the right of your targeting fields. This tool estimates your potential reach based on the words you selected in your audience targeting fields. But you can aim to hover near either end depending on your campaign objectives. If you’re interested in promoting brand awareness, having a broader audience is fine. However, if you’re looking to develop a more relevant lead pool for your database, you might want to consider more specific targeting.
Step 4: Set your budget
Facebook allows you to set your budget either on a campaign level, or ad set level. By using campaign budget optimisation, you’re allowing Facebook to evaluate how well your ads are fairing, and appropriately cater additional budget to the ad set that brings you more results. But if you’d like greater control over much budget goes into each individual ad set, you can set your budget on an ad set level.
You are also able to set either a daily or lifetime budget for your campaign. If you want to control your ad’s expenditure daily, you should set a daily budget. But if you have a total budget for your campaign in mind, and want Facebook to pace it over a stipulated period of time, you can select life-time budget.
Click on advanced options if you’d like your campaign to run at specific timings and days of the week, and more.
Step 5: Design your ad
This is where things get real interesting! It's time to choose the visual (image(s) or video), copy, and headline that will accompany your advert on Facebook.
Currently, Facebook offers 3 formats for adverts:
- Single image or video
Typically a video ad should remain within 5 - 15 seconds if you're a Fashion brand, and should go on for no longer than a minute if like us, you're selling a 4-month Diploma Programme. Either ways, you should get your main point across in the first 5 seconds as our generation tends to get easily distracted!
- Carousel (2 or more scrollable images or videos)
I particularly like having carousel ads for lead generation campaigns as you really only need that first slide to attract people's attention and get the message across, but can also cater to the people who want to spend their time considering your product by swiping through your story, and watching at their own pace.
- Collection (group of items that opens into a full-screen mobile experience)
This format is still pretty new, and works very well for fashion collections as you can feature your products in a look-book style at the bottom, while featuring your promotional brand video at the top.
Facebook also allows you to adapt your visual for different ad placements. So you can have a horizontal version of your ad for desktop users, a vertical version for mobile phones and instastories, and a square version for insta posts. Test out different ad placements at this link to find out the recommended design specs.
While it's important to have enticing visuals, it's equally crucial to have a copy that packs a punch! Keep these pointers in mind, and you're good to go-
Your copy must:
- Be short and sweet
- Speak to your audience
- Complement your visuals
- Be tailored to your audience
- Have one call-to-action
Now, I’ve barely scratched the surface with this article. If you’d really like to go into the nitty-gritty, I’d highly recommend taking TaF.tc’s Social Media Marketing course that trains you in the organic and paid methods to advertising your brand on social media. You may also enjoy taking TaF.tc’s Digital Marketing Series for a full breakdown of SEO, SEM, Inbound Marketing, and setting up your own online Fashion store on Shopify.
Speak to our programme advisor Aloysius at 31589412 or book a meeting with him for more information!
Keep a look-out for my next article that will go deeper into what was discussed today. I’m hoping that after some of these articles and courses, more of our graduates start to shift their businesses online!
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