In this post, we will be going over how to set up a Facebook Ads campaign.
Advertising your business could be intimidating at first. Some might even think that Facebook Advertising is “unaffordable” and that only large corporations have a budget big enough to advertise on this platform. This couldn’t be further from the truth. Today, Facebook Advertising is one of the most affordable means of advertising online, while bringing in the greatest results. There are 2 billion active users on Facebook – every single month, this makes it an ideal platform to showcase your products and services.
In the last blog post, we went over what the Facebook Pixel is and how it works exactly. If you haven’t read that article and you’re new to Facebook Advertising, read it first here.
If you’re familiar with the Facebook Pixel, continue reading this post.
The first element of setting up a campaign we need to go over is the 3 different “ad levels” within the Facebook Business platform.
Here they are:
1. Campaign Level: Every business with an effective marketing strategy runs advertising “campaigns”. A campaign is simply an organized series of actions which lead to a desired goal – usually promoting the sale of a product or service.
2. Ad Set Level: This is where you set up your detailed targetting. Everything from age, gender, countries, interests and job titles are all done at at the “ad set” level of the Facebook business platform.
3. Ad level: This is where you actually set up your creative/visual advertisement. This could either be a photo, or video – along with some text (better known as ” sales copy” in the advertising world) on top of the post. Your ad creative is definitely the most important aspect of the entire advertising campaign process. A combination of high quality sales copy and photo/video media is essential to the success of your campaign.
Now that you’ve got a basic understanding of each of the 3 different levels of the Facebook Advertising Platform, we can now explain how to set up a campaign from start to finish.
- Go to business.facebook.com
- Set up your Facebook ad account. For detailed instructions on how to do this, click here.
- Once that’s complete, hover over to the top left hand corner of the Facebook Business platform and select “Ads Manager”
- You should now be prompted to a page that displays the same tabs as the screenshot provided above in this post. Go ahead and click the “create campaign” button.
Here’s where all the fun begins!
As you can see, you have an abundance of marketing objectives to choose from. We’ll go over the most useful ones briefly.
- Engagement: The goal of this marketing objective is to get people on Facebook to engage with your ad through likes, comments and shares. This is a great way to start off an ad so that it can gain social traction. Likes, comments and shares also builds trust for the product or service you’re trying to promote.
- Video Views: Naturally, the goal of this objective is to get your audience to watch your video ad for as long as possible. In 2017, video marketing is the way to go, so you want to make sure you choose this objective if you’ve got a aesthetic looking product, or a service that’s difficult to explain in words.
- Conversions: The ultimate objective. To turn your viewers into paying customers. It’s best to set up this type of objective once you’ve ran engagement and video view ads on your product/service since this is the most valuable objective. Build up that social proof before you get here.
So what difference does each objective make? Well, Facebook registers a lot of user information on their database. This allows them to show the correct ad to the correct audience. Let’s take the “Engagement” objective as an example. Facebook will show ads with this objective to users who are known to often like, comment and share posts. If you’re someone who creeps Facebook all day without liking a single thing, Facebook won’t display engagement ads to you because the algorithm knows that these are dollars being wasted on someone who won’t take that desired action.
On the other hand, if you’re someone who’s known to often click on product links and make purchases online, Facebook will display the conversion ads to you, since you’re a known online buyer.
For the sake of this tutorial, we’ll use the Engagement objective to show you how to set up the rest of your campaign.
- Select the Engagement objective.
- Name the campaign: for example, if you’re selling frog shoes, name the campaign “Frog Shoe Post Engagement” so that you can properly segment your campaigns later on.
- You will now be prompted to the following page
This is where you fill out the most basic of your targeting. The country(s) you’d like to reach, the age group and gender.
- Go ahead and select your desired country. For this post, we’ll keep Canada as the example and since we spoke about Frog Shoes before, we want to find out which age group and gender likes frogs the most.
- To find out the information about the ideal age group and gender, we’ll use a tool called “Audience Insights”. In a new tab, go to the top left hand corner of the Facebook Business platform and “Audience Insights” from the “Plan” tab.
3. At the bottom left of the screenshot, you can see that we’ve entered the “Frog” interest. At the top left, you can see that the targeted country is Canada. The results show that there are between 150-200k people who like frogs in Canada. 42% are men, while 58% are women. The large proportion of people who like frogs in Canada range from the ages of 18-44.
4. You can now go back to your ad set page and fill out the criteria based on the information provided from audience insights. We would keep both genders (since it’s almost 50/50) but modify the ages to 18-44.
5. Keep the languages as-is. Facebook is smart enough to show your ad to people who understand it.
Detailed Targeting & Placements
This is where you’ll input your desired targeting. The first interest we entered was “frog”. Once you enter the first interest, a drop down list will appear with related interests. Choose whichever you think are related to your product or service.
Now you have to choose your placements; this means where your ad will be shown – and on which devices. The first option you have is choosing whether you want to showcase your ad on desktops, mobile devices, or both. Next, you’ll have the option to showcase on Facebook, along with it’s numerous placements such as the news feed, instant articles, in-stream videos, etc. There are also the options of Instagram and Audience Networks.
This is something that requires a lot of testing. Depending on your product/service and ad format, different platform and placements will always generate different results. However, we always like to start off by testing our ads with these particular platforms and placements. We stick to newsfeed only on Facebook because that is where people spending the majority of their time scrolling.
Budget & Schedule
This is the last step in the “ad set” level. Choose how much money you’re willing to spend on this advertising campaign. Do you want to keep it running until you’ve decided it’s enough? If so, choose the “daily budget” option. If you know exactly how much money you’re willing to spend and you know which date you want to end the campaign, choose the “lifetime budget” option.
That’s it for the ad set level, feel free to hit the continue button to get to the 3rd and final level of Facebook Advertising; the “Ad” level.
This is where you have to create an ad if you don’t have one already. If there’s already a post on your page’s timeline you’d like to use, simply click on the “use existing post tab” and select your desired ad.
Here’s an example:
That’s all folks, those are the basics of setting up a basic Facebook Ad campaign. As always, feel free to write in the comments down below for any questions or feedback.