For example, it is important for a chain of coffee shops to increase the number of visitors. They launch ads that, when clicked, take the user to the messenger, where they are offered to play a game or a quiz. And, in case of victory, he will receive a personalized or branded cup for free, for which he needs to come to the nearest coffee shop of the chain. He is also given a portion of coffee with a mug. An engaged customer additionally purchases a dessert and the level of brand loyalty increases.

Business goal: growth in the number of subscribers of the business profile

Ads Manager goals: traffic, engagement

Promoting and developing a business profile on Instagram is a fixed task for a company that sells a product through an application. This requires an integral approach, including promotion through advertising campaigns. To do this, it is necessary to create a very accurate portrait of the target audience in order to provide users with content that is as relevant to their interests as possible. More on this in the next paragraph, but first we will define a specific list of steps according to a separately chosen goal.

Specific actions of the marketer after target selection:

Target – traffic:

landing page address to the unique selling proposition of the company.

If the link from the ad leads to the business profile of the company on Instagram, it is worth noting in advance the collection of the audience according to the instructions: section "Audiences" - "Create a personalized audience"

Goal - conversions:

- Make sure the landing page of the company's USP

- Create a pixel in the Event Manager section and set goals inside it

Purpose - messages:

According to the instructions, set up WhatsApp Business and Manychat.

Goal - lead generation:

When choosing this goal, you should pay attention to the individual features of this ad format - poor conversion and instant loss of user interest after they fill out an application. For the expected effect, it is recommended to make the feedback form as detailed as possible. Thus, only the most interested users will remain, who will be willing to spend time on this. At the same time, the company will receive only relevant contacts for its requests.

Facebook lead forms

From the contact form, a business receives a lot of useful contact and information about a potential customer: full name, age, contact details, etc. The convenience is that the user doesn't have to leave the Instagram app to fill out a Facebook lead form. To do this:

• Relevant business profile ads are shown to the Instagram user.
• By clicking on the action button, the potential lead automatically goes to the contact form.
• The user fills out the form and sends it to the company's mail by clicking the button.

2. Set the description of the CA

The basic moment of creating an advertising campaign is the creation of a detailed portrait of the company's client. Money and time will be thrown to the wind if you do not pay enough attention to this. The "Buyer Portrait" is a composite image of the company's client, favorite habits, lifestyle, income level, age and social status.

There are two main approaches to the formation of a buyer's portrait:

• The person method is a method of segmenting an audience potentially interested in a product based on an analysis of the client's socio-demographic characteristics. You can also use the place of residence, places of recreation, favorite places, level of education, profession, etc.
• The Jobs To Be Done method is to find the real needs of the client, his “pain”. An example is a yoga club that offers memberships for classes. Three age groups of the audience that may be interested in this type of physical and spiritual practice have been identified: from 17 to 25 years old, from 25 to 35 years old and all others over 35 years old. The portrait of the first group is a student girl Yulia with an average income level. She receives monthly pocket money from her parents and earns extra money in her spare time. Julia considers healthy lifestyle and sports not only a tribute to Instagram fashion, but a necessity. Her personal motivation is the beauty and health of the body. Personality type according to the method of Psyche - esthete. Yulia supports the trend of reasonable consumption. Idol - Greta Tumberg. The portraits of the other two yoga club audience groups are similarly drawn up.

Ideally, both methods should be used in combination when preparing an advertising campaign. The person method is basic and mandatory. The second way - defining the target audience, helps to understand how the product can satisfy the narrow needs of customers.

For a business that has already existed for some time, it is worthwhile to analyze the target audience using the already created database of the company's customers. For companies that are just starting their business, this method is not yet available, but data from their own analytics systems is available, to analyze the audience of direct competitors. This can be done manually by counting the number of subscribers or activity in comments, as well as using special statistics services, for example https://epicdetect.com/.

Advanced marketers use additional methods of psychotypes and archetypes, which are based on creating a psychographic image of the client, which includes personal values, idols, motivation to buy a product and personality type. In the context of such an analysis, marketers receive information about the emotional relationship of a potential customer with a product. As a result, creative advertising campaigns are created that evoke vivid emotions and associations in the audience. On the Internet, you can additionally find a large number of open reports and information about the market and individual sectors, as well as social network statistics for individual regions of Russia.

How to create targeting sets:

⁃ Wide audience with segmentation by gender and age

⁃ User interests and behavior narrowed down by significant

⁃ Geography with segmentation by country, city

on the site to avoid showing ads to the same users and look a like on those users who made conversions.

Don't forget to separate placements and exclude Audience Network when launching your first ad campaigns. Use the Audience Network when working with retargeting.

3. Create USP for each of the TA groups

A unique selling proposition or USP is a product offering that solves specific problems of different target groups. Consider the yoga center example, a female consumer in the first age group thinks, “I would do yoga 3-5 times a week. But I have a lot of couples, and there is no time. Therefore, I want the yoga studio to be near the university so that I can come to practice on a big break.” In a message to this audience group, you can write “Enjoy yoga in the open air in the park near N University.”

Women from the group “25-35 years old”, who like to practice yoga to keep fit, will be attracted by high service, stylish design and comfortable shower rooms. The emphasis in addressing them should be put on the high level of the club, the availability of clean towels and consumables, expensive furnishings.

Representatives of the audience from the “+35 years old” group will have completely different requests: the qualifications of a yoga trainer, the possibility of individual classes and wellness massage. The message to this audience must necessarily sound: “Experienced, foreign, star trainers”, “Individual lessons with a teacher from India”, etc.

Advertising visualization should also be different for each age group of the audience. For the first group, you should choose a light, fresh eco-design. For the second group - to make a choice on style, maybe even luxury. For the third, choose a design in the Indian original style to emphasize the origin and qualifications of trainers who have been trained by yoga gurus.

Below is an example of a quality ad where both text and visuals reflect the interests of the target audience - teenagers who are into anime. The collective image of this audience is the character Hinata, who experiences certain problems in communication with peers and suffers from her shyness, although she dreams of freely communicating with any person.

4. Create creatives for unique selling propositions

When creating creatives, it is useful to use the latest world news and audience hobbies. Here are a few nuances that will help in creating a high-quality USP:

• Use modern trends in cinema, music, the political world, etc. In the wake of the popularity of the Game of Thrones series, in one of the preparations for an advertising company for iPhone repair, this topic was used in segmentation audience.

Some more interesting examples:

• Tone of Voice of the brand - the style of communication with the audience allows, work with bold topics: sex, black humor, interpersonal relationships. The main thing is to find a fine line in order to provoke emotions in the audience, but at the same time not offend their feelings.

• When using the video or animation format, the following should be considered. The text part of the video sequence with a unique offer should remain motionless in order to fix the viewer's attention on the most important thing.

You can look for inspiration in the best Facebook commercials and photos:

5. Working with an advertising campaign in the Ads Manager account

There are three places on Instagram where ads are placed: the feed, stories, and the “Interesting” tab, which works in conjunction with the feed.

By this time, the company should have a carefully developed portrait of the target audience, and we will update it at this stage in Ads Manager. Beginners often use the Facebook recommendations feature, but don't narrow down your target audience by interests too much, as the reach will also narrow down a lot, and advertising will not bring the desired result.

When attaching a link leading to a site, don't forget about the UTM tag. It will allow you to track the number of transitions from an advertising publication to a landing page.

Ads Manager allows an advertiser to test multiple ad formats on the same audience. To do this, select A / B testing. Further, the system will automatically turn off the ad, which did not arouse much interest among users.

6. Collection of statistics and analysis of the results of RK

Some employers neglect to carefully and consistently analyze the results of an advertising campaign with fixing the results. Classic Excel spreadsheets are suitable for reporting. It is not enough to analyze an advertising campaign once, you need to do this regularly, even if it is shown to the same audience. Potential customers change hobbies, views, interests over time, often one audience grows or ages, and another one comes to replace it. Therefore, it is better to optimize the RC in time or radically change the approach. This will save financial and time resources.

Novice Internet marketers and SMM specialists are sometimes afraid to work with Facebook Ads Manager due to the complex scheme of creating ads. on Instagram. But this complexity is due to the variety of features available to the advertiser to run successful advertising campaigns. The end result and experience is well worth the time spent learning Ads Manager.

How to set up Facebook ads step by step

Contents

• 1 What is Facebook Ads Manager
• 2 Facebook Ads Manager Overview
• 3 Creating an Ad Campaign in Ads Manager
  • 3.1 Campaign level
    • 3.1.1 Selecting a goal
    • 9018 9018
    Selecting a budget at the campaign level
    • 3.2 Ad group level
      • 3.2.1 Dynamic creatives
      • 3.2.2 Offers
      • 3.2.3 Budget and schedule
      • 3.2.4 Audience selection
      • 3.2.5 Connections
      0003

      What is Facebook Ads Manager

      Ads Manager is a free tool from Facebook with which you can create and manage ads and measure the effectiveness of their results.

      In the advertising account you can create, view and edit advertising campaigns, ad groups and ads themselves. You can use Ads Manager on both desktop and mobile devices. Please note that not all ad objectives and features are available when creating campaigns on mobile devices.

      You can promote posts using the "Promote Post" button below the posts on the business page, but you will have less targeting options if you do so. We recommend launching and maintaining advertising campaigns using the advertising account in the desktop version.

      You can access Facebook Ads Manager using one of 3 methods:

      1. Using the direct link www.facebook.com/ads/manager.
      2. In the top right corner of any page on Facebook, by clicking on the drop-down list and selecting “Manage Ads” from there.
      3. Using a mobile application for IOS or Android.

      Advertising campaigns can be run from a personal account. Thus, you can create only one advertising account and, accordingly, only one Facebook Pixel. To create more than one account and more flexible management of all pixels, pages, applications, we recommend using Facebook Business Manager.

      Facebook Business Manager is a tool for managing all Facebook resources and sharing them with other users. In Business Manager, you can manage apps, pages, and ad accounts. You also have the ability to upload product catalogs, create posts, add payment methods, and more. For efficient management of all projects, you can create multiple cabinets.

      Learn more: Facebook Business Manager: Full Features and Opportunities Overview

      If you're creating an ad on Facebook for the first time, you'll also create an ad account.

      To create it, you will need to specify its name, the company that will control it, time zone, payment method and currency.

      Account currency is the currency used in the ad account for billing. Facebook writes that it regularly adds new payment methods. The Ukrainian hryvnia is not yet available, but the supported currencies are the Russian ruble, euro and US dollar. Once every 60 days, you can change the currency to pay for ads on Facebook, provided that you do not have a current balance. But when you change the currency, you will have a new advertising account created. In some countries (such as Brazil, Nigeria, and Venezuela), the ad account's company country must match the currency.

      By creating an ad account in Business Manager, you'll have your campaigns, ads, and billing information all in one place. You can also share it with other people so they can manage your ads.

      To prevent your advertising account from being blocked by the Facebook administration, it is enough to follow the advertising rules, which you can read here.

      Overview of Facebook Ads Manager

      Now let's take a closer look at the functionality of the advertising account.

      1. Top navigation bar

      Here you will find sections such as "Audiences" and "Analytics", you can set up reporting and set automatic rules, edit settings and much more.

      2. Search and filters

      The search will help you find the campaigns, groups or ads you need, and the filter will leave those campaigns that you plan to analyze using specific metrics: the names and goals of advertising campaigns, gender and geography of the audience, recent changes etc.

      3. Button to create an advertising campaign

      With this button you will start the process of creating a new advertising campaign, which we will describe in detail in the next section.

      4. Ad account overview

      Here you will find general information about your ad account, such as: reach or amount spent on all ads created, a detailed breakdown of the amount you spent on ads in the last 7 days, and any spending limits that you have set for the account.

      5. Overview of advertising campaigns

      In this tab, you can create and manage advertising campaigns: duplicate and edit existing campaigns, set up columns, and split the results according to the required metrics.

      6. Overview of ad groups

      Here you can create new ad groups within an existing campaign, edit, duplicate and view results.

      7. Overview of ads

      In this tab you can create new ads within an existing group, edit, duplicate ads, view their results.

      8. Columns

      Select one of the columns with the metrics you need or customize them yourself.

      9. Campaign Breakdown

      Here you can break down existing campaigns based on factors such as age, gender or placement.

      10. Date Range

      With this feature, you can set a specific date range so that advertisements are shown only for a certain period of time.

      11. Campaign results

      Here you will see the results of your active and inactive campaigns according to the selected columns.

      Reports

      Create standard or custom reports, export performance data as Excel or CSV files, and share reports with users who work with your ad account. You can also filter out those campaigns that you want to pay special attention to. If you need to send them to colleagues or a client, you can create a shortened link.

      Creating an ad campaign in Ads Manager

      As we mentioned in the first section, you can start creating an ad campaign in Ads Manager using the "Create" button.

      Campaign level

      At the campaign level, you can name the campaign, define the budget, purchase type and select the advertising objective. Let's take a closer look at target selection.

      Selecting a target

      The first step is to select a target. It is chosen according to your tasks - what you want to achieve. Choosing the right target will help you get the most effective results.

      What are the goals?

      1. Brand awareness
      2. Coverage
      3. Traffic
      4. Involvement
      5. Application settings
      6. Video views
      7. Lead Generation
      8. Messages
      9. Conversions
      10. Sales of goods from catalog
      11. Point visits

      The target list is subject to change. If you have a new ad account or use its functionality infrequently, you may have fewer options. With its active use and taking into account many other aspects, you will probably be the first to receive all updates to the advertising account.

      The goal you choose is also your way of optimizing. If you select the "Traffic" goal, the algorithm is optimized for those users who are more likely to click on the site, if "Application Installs" - for those who are more likely to download the application.

      A little test of practical understanding: Let's say you've posted a blog post and published it on your business page. You want to promote it to increase the reading of the article.

      What advertising goal will you choose?

      1. Involvement
      2. Traffic
      3. Conversion

      If you choose Engagement, you will get interactions: ads will be optimized for those who like, share, comment, and make any other interactions. This means that if 9 out of 10 interactions are likes, then with this chosen goal, you will get a lot of likes for the article, but not transitions to the site.

      If you want to get readers, then you should stop at the "Traffic" goal. In this case, the algorithm will be optimized for those users who click on the article.

      If you want blog subscribers, for example, then your goal is Conversion. It will allow you to optimize impressions for those who subscribe to your blog. To do this, you need to use Facebook Pixel. About what a pixel is and why you need it, read our article.

      ⇨ The target is selected for optimization, but it is important to understand what you need to optimize for.

      Another situation is also possible - adjacent goals with the same result.

      For example, your task is to get leads. These can be collected through goals such as Lead Generation and Conversion. What to choose in this case? Let's simulate:

      First, let's look at the cost per conversion:

      ↳ Lead Generation goal — $1. Goal "Conversion" - $3.

      In this case, it is logical to choose the Lead Generation goal.

      Next, we proceed to the analysis of the validity of leads:

      ↳ "Lead generation" - 10%, a valid lead will be $10. The “Conversion” goal is 50%, a valid lead will be $6.

      Lead Generation loses in cost per valid lead.

      But the analysis does not stop there, if you control the unit economy and end-to-end analytics.

      The average check for valid leads through the Lead Generation objective, for example, may be higher, but CLV lower. Then, if we measure the average check and we have a one-time purchase, then perhaps the goal of "Lead Generation" can be more cost-effective. In any case, measure everything in terms of money.

      If you're measuring results by taking into account the total amount of revenue for a customer, then you should stick with the Conversions goal.

      ⇨ The main point of your campaigns is profitability. Therefore, it is important to test the goals and see the results for different metrics.

      Campaign-level budget selection

      The budget is the amount of money you will spend showing ads to people. It is also a price control tool.

      By setting the budget at the campaign level, the system spends it automatically on the best results among all ad groups within the campaign.

      But the best results for the system may not necessarily be the best for you. Let's imagine that you have created several personas, and the results in groups of some persons are more expensive than the results in others. In this case, the system will spend the budget on the group with cheaper results. But after analyzing the groups, you can see that the cheaper groups have much lower CLVs. To manage this, set a budget at the ad group level.

      Ad group level

      For example, by selecting the "Conversions" goal at the campaign level, we start creating an ad group and give it a name. Next, select the place where you want to drive traffic - website, application, Messenger or WhatsApp. Having determined the required entry point, the system will request clarification. For example, if you select "Website", the system will ask you to select a Pixel with events to track and optimize for conversions.

      Next, Facebook suggests creating dynamic creatives or offers.

      Dynamic creatives

      You just need to upload images, headlines and other creatives, and the system will automatically create combinations, selecting several components (for example, images, videos, headlines, descriptions, etc.) for a given audience. You can read more about them here.

      Offers

      Offers are discounts that you offer Facebook users to encourage them to make a purchase online and/or offline. When a person sees your offer in the feed, a person can not only like it and leave a comment, but also save it in the Offers tab. Facebook will remind the person of the saved offer up to three times, depending on their personal notification settings.

      Budget and Schedule

      This is where you define how much you want to spend and set the ad display period. The budget can be set daily or immediately for the entire duration of the advertising campaign. If you select "daily budget" your bid can be correlated throughout the week, and if you select "lifetime budget" - throughout the entire period. You can also set an end date for your campaign, which will be disabled automatically.

      Audience Selection

      Next, we proceed to the choice of the target audience: create a new one or use the saved one.

      When you create a new audience, you include or exclude the collected audience lists for retargeting or look-alike audiences.

      You can also specify socio-demographic (social) targeting:

      • Location
      • Age
      • Floor
      • Languages ​​
      • Detailed targeting. Here you can select all the interests, demographics, behaviors and other parameters you need.

      When creating multiple ad groups and using detailed targeting in them, audience saturation is possible. This issue can occur if you are targeting with different conditions by including and don't use exclusions. For example, the same user can simultaneously be included in an interest group and in a group who visited the site. How to prevent the problem of audience attrition in advance, read our article “Audience satiety: How to avoid early and correct it in time”.

      Relationships

      You have the option to include, exclude, or target friends of users who follow your business page or use your mobile app. You can also include or exclude people who checked in to the event.

      Types of placements

      Placements include 2 categories: device types and platforms.

      In device types, you can select desktop and/or phone to select the devices on which ads will be displayed. On the platforms, you define the ad zone (location) where your ad will be shown - on Facebook, Instagram, Audience Network or Messenger. When editing placements, you can select not only certain devices and platforms, but also configure additional settings.

      Platforms and device types can be separated into different ad groups for content customization and testing. But we recommend combining them for more effective optimization. However, it is important to see how ads will look on all devices beforehand at the ad level.

      Optimization and display

      Next, let's move on to choosing the option to optimize ad display. It will help the system understand how to deliver your ad. If you select "Conversions", the algorithm will select the audience that is more likely to make the specified conversion on the website. Delivery options depend on which advertising objective you are using.

      When creating a Facebook ad campaign with the Conversions ad objective, you can choose the following types of bids to optimize: your ads with different intensity to all users from your targeting. "Impressions" - with a frequency of up to 4 per day, "Daily reach among unique users" - up to 1 per day.

      • "Link Clicks" or "Landing Page Views" - optimize impressions for those who are more likely to click on a link or view a landing page.
      • "Conversions" - optimize ad impressions for those who are more likely to make the set conversion on the website.

      Bid strategy

      One of the important steps in setting up an advertising campaign is choosing a bid strategy.

      In order for the right audience to see your ad, you must win an auction with other advertisers. In the Facebook auction, the ad with the highest "total value" wins. The total value is not the amount you are willing to pay to display your ads. When determining this indicator, 3 factors are taken into account:

      • Rate
      • Approximate frequency of actions
      • Advertising quality and relevance

      The rate is how much you are willing to spend. It controls the cost per result in case the auction wins and the impression is completed.

      There are 2 bid strategies: Low Price and Target Price. Read more about them in our article How to Choose a Facebook Bid Strategy.

      Delivery type

      This parameter determines how fast your ad will be shown. You can use standard mode or set up accelerated impressions to get results faster. In the second case, your bid will be raised in order to get a higher place in the auction and get more impressions.

      Ad level

      Let's start creating an ad creative.

      First you need to choose from which page the advertisement will be shown. If you have specified Instagram as one of the placements, you must also specify the desired account here.

      Ad Format

      Facebook offers several ad formats to choose from. Choose the appropriate format depending on the purpose of promotion and content.

      Upload your own photos or use stock. On the right, you can find the image parameters recommended by the social network for the best selection of pictures. You can create up to 6 ads at the same time. You can find all the recommendations from Facebook on creating creatives in the "Creative Center" section.

      All ad settings occur on the left side of the page. On the right is a preview of your creative in different placements.

      Next, you fill in the required fields: title, text, link to the site, call to action, etc.

      When the ad is ready, click the "Confirm" button and your advertising campaign will be sent for moderation.

      It is important to remember that the effectiveness of an advertising campaign is determined by the communication in your creatives - the settings only correlate the cost per result. The target audience makes decisions according to what they see in the advertisement.

      Working with Acquisition and Retention campaigns

      We have analyzed the creation and setup of an advertising campaign from A to Z. But how to apply this knowledge correctly and get effective results?

      If you have a website or mobile app, before launching an acquisition campaign, start by setting up a retargeting campaign.

      For this you need:

      1. Install Facebook Pixel or Facebook SDK.
      2. Create a funnel for retargeting.
      3. Set up the necessary events for the approved funnel.
      4. Create saved audiences to distribute them to ad groups in campaigns.
      5. Create an advertising campaign with the advertising objective you need.

      Why start with retargeting? While you are setting up an advertising campaign for a cold audience, you will be able to start communicating with existing traffic.

      Retention (retargeting campaigns) is a system promotion. And its task is to reach all relevant users/visitors and lead them to the final goal. At the same time, each stage of the funnel needs to be improved by increasing the Conversion Rate. In the case of acquisition campaigns, it is important to test in order to find the most profitable cost for achieving the goal.

      What is the target for a retargeting campaign?

      If you are sure that your audience is of high quality, then the percentage of the target audience tends to 100. In this case, you do not need to worry about the type of delivery and optimization of the advertising campaign. In this case, the goal is to reach everyone. Choose the Reach objective to reach everyone in your sample and get a lower CPM.

      If someone has already worked with the sample before you and you are not sure about its quality, then stop at the “Traffic” goal and optimize for clicks to reach only those who are more likely to want to receive your offer.

      If the audience is of poor quality, then select the "Conversions" goal and optimize for conversions. You will lose volume, but at the same time you will not spend money on inappropriate impressions.

      To be sure that you have chosen the right goal, we recommend testing and analyzing the results. The selection of an advertising goal for retargeting is the search for the ratio of the optimal price per result to the number of results received.

      If you're getting sales for, say, $10 per unit for the "Conversions" ad objective, but your KPI is $15, try switching to the "Traffic" ad objective. The cost per result will likely fall while still being within the KPIs, but sales volumes may rise as more people see your ad.

      If you don't plan on active promotion, it's definitely worth launching retargeting campaigns. This will help you reach the entire loyal audience and lead the funnel to the result for a penny. Most of the spending is always on acquisition campaigns. If you don't have enough budget, run only retargeting campaigns.

      How to work with acquisition campaigns?

      Planning and implementing acquisition campaigns is completely different from retention campaigns.

      The first stage is testing. Persons are created, a number of messages for each of them, a list of target groups, and saved audiences (targeting combinations) are loaded. Additionally, saved audiences are created based on data, and not only on portraits of the target audience (lookalike audiences from the database, lookalike audiences from events, etc.).

      When testing is in progress, you need to move on to stabilizing the results and optimizing them. How to do this, we described in detail in the guide “Optimizing and scaling Facebook advertising campaigns”.

      Conclusion

      With the help of this article, you will be able to create and set up an advertising campaign without any experience with Facebook Ads Manager. In the process of improving your skills, you will understand how you can manage the settings to get more effective results from communication with the audience.

      Important points we would like to recap:

      • Decide how much value for the business the launch of the advertising campaign should bring. This will help you choose the right advertising goal and optimization method. For example, you shouldn't drive traffic to a website without conversion optimization if you have a specific goal of selling something or getting a lead.
      • Research your target audience to select the right communication strategy. Compiling various insights that you will use in an advertising campaign will help you find exactly the way of communication that will allow you to get the most profitable result.

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