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According to a survey done by Kleiner Perkins , 78 percent of American adults said that Facebook fueled their product discovery. When they looked at a broader age range, they discovered that 55 percent of Americans purchased after discovering a product on social media. So again, the data tells us that Facebook ads have the power to be a great tool for driving both awareness and purchases!

Getting Started with Facebook Ads In order to start creating Facebook ads, you will need a few things. First, you need to understand your goals. Do you want to increase awareness of your photography work or drive sales? Next, you will need to know who you want to reach. Facebook ads are a great way to get in front of your ideal audience.

Lastly, you will need photo or video assets to feature in your ads. The process of setting up your Facebook ads account is fairly simple. By having a Facebook profile, a Facebook ads account is automatically attached. So depending on whether or not your account has gotten the new experience, your Ads Manager may look different.

On the left-hand side is your navigational sidebar where you can see your Account Overview, Campaigns, Ad Sets and Ads. Ads live within Ad Sets, which is where you can choose your targeting and other optimization tactics. Multiple Ad Sets can live within Campaigns, which is where you choose your advertising objective. So by organizing them on the navigational sidebar, Facebook is letting advertisers quickly toggle through everything they are running.

When you begin running ads, all of your data will live in the reports pane. At the top of the reports pane is a search bar that lets you find a campaign or filter for assets within your account. To get started advertising, all you need to do is hit that green button that says Create. But before you do, I want to introduce you to the different types of Facebook ads available, as well as why and how you might want to use them. For best results with this ad type, you will want to use a high-resolution image that has little to no text on it.

According to Facebook, images with more than 20 percent text in them may experience reduced delivery. Facebook also requires an image ratio of to You can enter a character description above the image ad. If you include a link with your image ad, you can create a character headline underneath the image and a character link description.

Learn more about image ads here. Video Ads As of , 45 percent of people watch more than an hour of Facebook or YouTube videos a week. While you can optimize your ads to drive sales or bookings, Facebook recommends that video ads be used for brand awareness.

As with image ads, the aspect ratio for video ads is to Character limits are also the same. The max run time of a Facebook video ad is minutes, but Facebook recommends running videos that are 15 seconds or less!

The reason they recommend shorter videos is that watch time decreases the longer a video is. Think about the Tasty videos that Buzzfeed creates. Most of their Top 10 videos are under a minute long, but viewers stick around to be rewarded with the full instructions on how to make the dish and for the satisfaction of seeing it complete! Ask yourself how you can capture interest and psychologically reward viewers for watching your videos. Learn more about Facebook video ads here. Image via Facebook Business Carousel Ads This ad format allows the advertiser to create a carousel of images or videos that the viewer can move through by clicking on a set of arrows.

E-commerce retailers use this format frequently because it gives them the opportunity to show off multiple products in a single ad. Because the carousel format allows multiple images or videos, it can work well for any advertiser that wants to show off more of what they have to offer.

Carousel ads need at least two cards, made up of images or videos, in order to run. The maximum number of cards supported is As with image and video ads, you have characters at the top. You have a little more room for your headline at 40 characters, but you lose space in your link description with only 20 characters. To see some creative ways other advertisers are using the carousel format, check out the Facebook Creative Hub and select Carousel.

You can get started by selecting three to 10 images, with recommended image ratios of , or Each image should have a similar image ratio so make sure to crop them all the same way prior to creating the ad. Creative Hub also has examples of brands using slideshow ads, but personally I am not a fan of how they look. Instant Experience These ads used to be called canvas ads, and are more complicated to set up. An Instant Experience ad opens a full screen after someone interacts with your ad on a mobile device.

They can include images, videos, text, links, carousels and more. You can also link multiple Instant Experiences together. Think of an Instant Experience as a mini webpage that opens from a Facebook ad. So if you sell Lightroom presets, you could use a video showing before and after images using your product. When viewers click the video, it could open to a fullscreen experience showing more before and after examples, client testimonials and links to your ecommerce store.

Facebook also offers Instant Experience templates for advertisers who want to experiment with this format. Learn more about the Instant Experience Ad format and its specs here. Your objective is what you want people to do when they see your ads — for example, driving traffic to your website. Facebook divides the different objectives available into three stages: Awareness, Consideration and Conversion.

Under Awareness you can choose: Brand Awareness: aims to reach the people who are most likely to remember your ads and increase awareness for your brand. Reach: aims to show your ad to the maximum number of people within your audience. Under Consideration you can choose: Traffic: optimizes the delivery of your ad to the people who are most likely to click through to your website. My recommendation is to send traffic to the most relevant page on your website to make a sale or booking.

Engagement: optimizes to deliver your ad to the people who are most likely to comment, share, like, respond to events or claim offers. Video Views: optimizes the delivery of your ad to people who are mostly likely to watch it. However, you can use this format to collect names and emails, similar to a landing page on a website.

Messages: aims to get more conversations with your Business Page via Facebook Messenger. For instance, pay attention to the photo, the headline and the words it uses to draw people in; and the feelings and emotions the chosen photos evoke. Then take what you have learned and pair it with the creativity that makes you an awesome photographer to design an inspired ad perfectly tailored to your business.

Once your Ad Manager is all set, there are a number of great online tools you can use to make the designing process a breeze. With apps like Canva and PicMonkey, you can upload your own photos to easily add text and execute quick resizes. It focuses on providing value to folks through educating them rather than trying to sell them, which can work wonders when it comes to building trust and loyalty.

These posts provide clients with value, whether they book you or not, while giving you the opportunity to retarget them later on, so everyone wins. Some examples include what-to-wear guides, tips for creating the perfect gallery wall, or quick and easy ways to improve the photos you take.

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In a nutshell, these templates are the tried-and-true best practices for Facebook ads that are meant to guide you in the right direction in terms of structure and format. For instance, pay attention to the photo, the headline and the words it uses to draw people in; and the feelings and emotions the chosen photos evoke.

Then take what you have learned and pair it with the creativity that makes you an awesome photographer to design an inspired ad perfectly tailored to your business. Once your Ad Manager is all set, there are a number of great online tools you can use to make the designing process a breeze.

With apps like Canva and PicMonkey, you can upload your own photos to easily add text and execute quick resizes. It focuses on providing value to folks through educating them rather than trying to sell them, which can work wonders when it comes to building trust and loyalty.

These posts provide clients with value, whether they book you or not, while giving you the opportunity to retarget them later on, so everyone wins. As with image and video ads, you have characters at the top. You have a little more room for your headline at 40 characters, but you lose space in your link description with only 20 characters. To see some creative ways other advertisers are using the carousel format, check out the Facebook Creative Hub and select Carousel.

You can get started by selecting three to 10 images, with recommended image ratios of , or Each image should have a similar image ratio so make sure to crop them all the same way prior to creating the ad. Creative Hub also has examples of brands using slideshow ads, but personally I am not a fan of how they look. Instant Experience These ads used to be called canvas ads, and are more complicated to set up. An Instant Experience ad opens a full screen after someone interacts with your ad on a mobile device.

They can include images, videos, text, links, carousels and more. You can also link multiple Instant Experiences together. Think of an Instant Experience as a mini webpage that opens from a Facebook ad. So if you sell Lightroom presets, you could use a video showing before and after images using your product.

When viewers click the video, it could open to a fullscreen experience showing more before and after examples, client testimonials and links to your ecommerce store. Facebook also offers Instant Experience templates for advertisers who want to experiment with this format.

Learn more about the Instant Experience Ad format and its specs here. Your objective is what you want people to do when they see your ads — for example, driving traffic to your website. Facebook divides the different objectives available into three stages: Awareness, Consideration and Conversion. Under Awareness you can choose: Brand Awareness: aims to reach the people who are most likely to remember your ads and increase awareness for your brand.

Reach: aims to show your ad to the maximum number of people within your audience. Under Consideration you can choose: Traffic: optimizes the delivery of your ad to the people who are most likely to click through to your website. My recommendation is to send traffic to the most relevant page on your website to make a sale or booking.

Engagement: optimizes to deliver your ad to the people who are most likely to comment, share, like, respond to events or claim offers. Video Views: optimizes the delivery of your ad to people who are mostly likely to watch it. However, you can use this format to collect names and emails, similar to a landing page on a website. Messages: aims to get more conversations with your Business Page via Facebook Messenger.

Conversion objectives all require advanced setup. They are: Conversions: optimizes for specific actions people take on your website, and requires an advanced setup of the Facebook Pixel. Catalog Sales: requires you to have an ecommerce catalog data feed from your website imported into Facebook.

This is an advanced tactic and I only recommend it for high-volume ecommerce retailers. Store Visits: promotes foot traffic to people who are nearby your business location. On Facebook your ads can appear in: The News Feed: this is where we are commonly used to seeing ads on both our desktops and our mobile devices.

The Right Column: as it is named, this is the right-hand side of Facebook where suggested groups, sponsored ads and Marketplace highlights appear. This placement is only available on desktop. Instant Articles: these are news content that open, like an Instant Experience, in a fullscreen mobile browser or in Messenger without leaving Facebook. In-stream video: this is a placement that interrupts a video watching experience, much like a commercial.

Stories: are ad placements that appear for people browsing stories on Facebook and Instagram. Marketplace: this placement appears on the Marketplace home page or when someone browses Marketplace in the Facebook app on their phone. Facebook also offers placements on the Audience Network, which is an off-Facebook, in-app advertising network for mobile apps. Your ads can appear as banners, rewarded videos where a viewer watches a video in exchange for a reward in an app or as an instream video.

Overall, there are two different approaches to placements: automatic or manual. Facebook recommends using automatic placements, and until you get comfortable running your Facebook ads, I recommend doing the same. Click on the Traffic objective. Name your campaign something that will help you differentiate it if you end up running multiple campaigns.

Campaign Budget Optimization is also an advanced feature for people running multiple ad sets. This is where you will begin to work on targeting your audience, defining your budget and setting your schedule. First, you will need to decide where to drive your traffic. The most common destination is your website and this is what I recommend choosing for the Traffic objective.

You can also choose to use Dynamic Creative or create an Offer. My personal experience using Offers in ads is that they have been buggy when customers have tried to claim them, so I stay away from this feature. Next, you will be able to create your audience by selecting their location, age range, gender, language, behavior, demographics and interest.

Once you have defined your audience, you will set your placements, budget and ad optimization. Once you have completed this section, click the blue Continue button to create your ad! Here you will choose from the various ad types we discussed earlier.

Then you will choose the media that you want to include in your ad, and create your headline and description as well. But before you do, be sure to follow these best practices: Have a clear headline, description and call to action. Make sure they are in alignment and tell the viewer exactly what the ad is selling, why it matters and what to do next.

Include a clear value proposition that tells readers why they should click on your ad. Remember you have limited space to say what you need to. Use high-quality images that you have the rights to. Keep text images minimal, under 20 percent of the whole image where possible. Follow Facebook Advertising Policies. Measuring Facebook Ad Success Once you have launched your ad, you will begin to see data on your ads performance in your Ads Manager.

Here are some top metrics to keep an eye on. Engagement Engagement measures the number of times a user reacted to, commented on or shared your ads. Measuring engagement helps you understand whether or not your target audience is responding to your ads. An ad with high engagement is seen as having high value to viewers.