How to Create Pay Per Click Ads on Facebook

Campaigns

Similar to Google Ads, when you first create a new advertising campaign, you are asked to select an objective. Objectives are clearly identified to help you achieve your goals. Facebook will automatically optimise campaigns in order to ensure your ads are shown to people that are more likely to help you achieve your goals.

Brand Awareness

Choosing brand awareness helps you find the right people who are likely to be interested in the products and services that you provide.

Reach

Reach campaigns help boost your local brand visibility, enabling you to advertise to users that are in the geographical areas that you service.

Traffic

Traffic campaigns show your adverts to people who are most likely to click on the link and be directed to your landing page.

Engagement

Engagement enables you to showcase your advert to a wider audience to boost likes, shares, and comments. It is useful to increase your Page Likes, or when promoting an upcoming event, such as a sale.

Campaign Settings

If you are trying pay per click ads on Facebook for the very first time, it's advisable to focus on your budget and bid strategy. As you become more familiar with the interface, you can start expanding your campaigns, ensuring your success.

Budget

You need to take a close look at your advertising budget and then set a daily budget. This daily budget is the maximum you are willing to spend on an advert per day. You can also choose a lifetime budget, which is the amount you are willing to spend for the duration of the advert.

Bid Strategy

You get a number of bid strategies, including:

• Lowest cost – this option provides you with the most results for your set budget. This is available to ad sets using the same delivery optimisation.
• Cost Cap – you can control your costs while enjoying the highest volume of results based on your budget
• Bid Cap – this enables you to control your bid in each auction
• Target Cost – secure a consistent cost per result. Only offered if your adverts are not using the value optimisation option.

What Are Ad Sets?

When you know the objective of your campaign, Facebook will ask you to create an ad set. Sets are similar to Google Ad groups. It enables you to separate your campaigns into smaller sections, helping you target specific ads to different locations. 

Conclusion

Pay per click on Facebook can be overwhelming and daunting if you are trying for the first time. There is a lot to understand. It's best to start with the basics, focusing on your budget and bidding strategy, as you make your way through the rest of the options, learning how they work and how they can benefit you. Alternatively, you can do what thousands of other businesses do and hire a professional agency to manage your Facebook advertising campaign for you.