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How to turn campaign on facebook


Step-by-Step Guide to Advertising on Facebook

When setting up a paid Facebook ad, there are a lot of boxes to check. Are you targeting the right people? Did you choose the right bidding model for your ad? Are you running the right type of ad? If we’re being honest, it can get a little confusing.

To help simplify the process for you, we’re breaking down the step-by-step process of running an ad on Facebook. And to make it even better, we put together a checklist to help you keep all of your campaign details straight.

With this resource in hand, you can build the right ad for the right audience on this expansive platform.

Why advertise on Facebook?

With more than 2.9 billion people using Facebook every month, and nearly 1.9 billion users every day, Facebook offers a unique opportunity for marketers to augment their organic efforts.

  • Your business can reach large audiences. Facebook is considered one of the “Big Four” of social media. With a platform regularly attracting so many people, it’s well worth a shot at giving your brand more exposure and prospects.
  • You can filter who sees your ad. When building your advertisement, you can set parameters from demographics such as age, interests, and behaviors to increase the likelihood of clicks. With Facebook, your ad spend can be allocated to prospects who may derive the most value from your offering.
  • Facebook has built-in ad analytics. Ad performance tracking is recorded and available in real-time. You can use these metrics to understand what’s working and how to improve your advertising strategy for future campaigns.

The trouble is, with both time and money on the line, there’s not much room for oversight. To capitalize on this platform’s audience and effectively run Facebook ads, you must first learn Facebook Ads Manager.

Facebook Ads Manager

Facebook Ads Manager is a sophisticated dashboard that provides users with an overview of all their campaigns.

Facebook Ads Manager’s offerings, otherwise labeled Ads Center features, are divided into four parts:

  • Summary: This section summarizes your recent spend amount, ad performance, and key metrics. That includes reach, post engagement, and link clicks. You can even enable auto-generated recommendations to boost posts that are performing well.
  • All Ads: For businesses running multiple advertisements in a given period, you can select a specific ad to view more detailed metrics or edit things like your ad’s budget. You can also pause or delete the ads of your choosing in this section.
  • Audiences: This section includes any audiences you’ve created for your ads. When you select a specific audience, you’ll see which ads reached those prospects. You can also make changes based on demographics as you see fit.
  • Automated Ads: This section is only available if you’ve created Automated Ads. This offering is best fit for beginners and those looking for a simple way to gain exposure. The trade-off: You lose the precision you may achieve manually. This section will list all your Automated Ads and a summary of recent results.

How to Run Facebook Ads

  1. Create an account with Facebook Ads Manager.
  2. Start creating an ad through Facebook Ads Manager.
  3. Choose an objective.
  4. Choose your audience.
  5. Set your budget.
  6. Create your ad.
  7. Monitor your ad’s performance metrics.
  8. Report on Facebook ad performance.

1. Create an account with Facebook Ads Manager.

To use the Facebook Ads Manager, you’ll need a Facebook Business Page (learn how to set one up here). This is because you can’t run ads through personal profiles.

Then, follow these steps:

  1. Navigate to https://www. facebook.com/business/tools/ads-manager.
  2. Click the button that says “Go to Ads Manager.”
  3. Confirm your information on the ad account setup page.
  4. Set up your payment method.
  5. Save changes.

Once set up, the Ads Manager becomes the control center for your Facebook ads.

2. Start creating an ad through Facebook Ads Manager.

Once you log into the Ads Manager, you’ll see a performance dashboard where all of your campaigns, ad sets, and ads will be listed, including the results they’ve driven for your Facebook page.

Unless you’ve already created an ad for your Facebook page, this dashboard will be empty.

To create a new campaign, ad set, or ad through the Facebook Ads Manager, tab over to the type of ad you want to create. Click the green “Create” button to the far left of these ad types, as shown below. You can see from this screenshot that we’re currently set to create a New Campaign.

3. Choose an objective.

Facebook Ads Manager, like many social media advertising networks, is designed with your campaign objective in mind. Before getting started, Ads Manager will prompt you to choose an objective for your campaign:

There are 11 different objectives to choose from. The list includes everything from general brand awareness, to getting installs of your app, to increasing traffic to your online store.

By choosing one of these objectives, you’re giving Facebook a better idea of what you’d like to do so they can present you with the best-suited ad options. As shown in the screenshot above, Facebook’s ad options include:

  • Brand awareness
  • Reach
  • Website traffic
  • Engagement
  • App installs
  • Video views
  • Lead generation
  • Messages
  • Conversions
  • Catalog sales
  • Store traffic

Let’s say, for the sake of this blog post, you’re looking to drive more traffic to your website. When you select this option, Facebook will prompt you to enter the URL you’re looking to promote.

If you’re using marketing automation software, be sure to create a unique tracking URL with UTM parameters for this to ensure that you’ll be able to keep track of traffic and conversions from this ad. For HubSpot customers, this can be done using the Tracking URL Builder.

Once selected, Facebook will then display the ad option that makes the most sense in terms of achieving this objective.

Featured Tool: Facebook Advertising Checklist

Don’t forget to download the Facebook Ads Checklist and save it for Facebook ad campaign best practices.

4. Choose your audience.

Your next step is to configure your target audience. You can do this for each ad set that belongs to the same campaign.

If you’re just starting out with paid advertising on Facebook, you’ll likely have to experiment with several different targeting options until you reach an audience that fits just right.

To help you narrow your focus, Facebook’s targeting criteria are accompanied by an audience definition gauge. This tool — located to the right of the audience targeting fields — takes all of your selected properties into consideration to come up with a potential reach number.

If you’re wavering between choosing a specific audience over a broad one, consider your objective. If you’re looking to drive traffic, you’ll probably want to focus on the type of people you know will be interested in your offering.

However, if you’re looking to build brand awareness or promote a widely appealing offer, feel free to focus on a more general audience.

Facebook’s built-in targeting is vast, including options such as:

  • Location
  • Age
  • Gender
  • Languages
  • Relationship
  • Education
  • Work
  • Financial
  • Home
  • Ethnic affinity
  • Generation
  • Parents
  • Politics (U.S. only)
  • Life events
  • Interests
  • Behaviors
  • Connections

You also have the option to select a Custom Audience. This allows you to target people on Facebook who are in your company’s contact database, visited a page on your website that has a tracking pixel, or used your app or game.

To learn more about how to set up a Custom Audience on Facebook, check out these instructions. (And for more on the specifics of these criteria, visit this Facebook targeting resource.)

Once you find a group that responds well to your ads, Facebook allows you to save these audiences to be used again later — so you may not need to repeat this step once you’ve been running Facebook ads for a while.

5. Set your budget.

Facebook allows you to set either a daily budget or a lifetime budget. Here’s how they differ from each other.

  • Daily budget. If you want your ad set to run continuously throughout the day, this is the option you’ll want. Using a daily budget means that Facebook will pace your spending per day. Keep in mind that the minimum daily budget for an ad set is $1. 00 and must be at least 2x your CPC.
  • Lifetime budget. If you’re looking to run your ad for a specified length of time, select lifetime budget. This means Facebook will pace your spend over the period you set for the ad to run.

Facebook Ads Cost

The cost of advertising on Facebook isn’t bound to a set price but instead differs on the scope and type of bidding model and strategy your business uses.

These numbers are based on approximate rates derived from a 2020-2021 AdEspresso study on Facebook Ads cost.

Bidding Model

Average Facebook Advertising Cost

Cost-per-click (CPC)

$1.00

Cost-per-like (CPL)

$1. 07

Cost-per-download (CPA)

$5.47

Cost-per-thousand-impressions (CPM)

$7.19

 

Bidding Types

Bid Strategy

Spend-Based Bidding

Based on spending full budget for the most value possible

 Highest Volume

Reach as many prospects as possible.

 Highest Value

Using the budget to maximize high-value sales over quantity.

Goal-Based Bidding

Based on the value you want to achieve

Cost Per Result

Strive to keep costs amount to the cost per purchase to stay profitable, but not guaranteed to adhere fully.

Return On Ad Spend

Aim to keep ad spend average to a ROAS control, but not guaranteed to adhere fully.

Manual Bidding

Based on how much you can bid dynamically

Bid Cap

Setting a maximum bid across auctions; good for advertisers who understand predicted conversion rates.

Once your model and strategy are determined, you can further specify your budgeting and turn to the advanced options. This section allows you to specify the following.

Schedule

Choose whether or not you want your campaign to run immediately and continuously, or if you want to customize the start and end dates. You can also set parameters so that your ads only run during specific hours and days of the week.

Optimization and Pricing

Choose whether or not you want to bid for your objective, clicks, or impressions (This will alter how your ad is displayed and paid for. )

By doing so, you’ll pay for your ad to be shown to people within your target audience that are more likely to complete your desired action, but Facebook will control what your maximum bid is.

If you don’t want Facebook to set optimal bids for you, you’ll want to opt for manual bidding. This option awards you full control over how much you’re willing to pay per action completed. However, Facebook will provide a suggested bid based on other advertisers’ behavior to give you a sense of what you should shoot for.

Delivery

Delivery type falls under two categories: standard and accelerated. Standard delivery will show your ads throughout the day, while accelerated delivery helps you reach an audience quickly for time-sensitive ads.

Note: this option requires manual bid pricing.

6. Create your ad.

What do you want your ad to look like? It all depends on your original objective.

If you’re looking to increase the number of clicks to your website, Facebook Ads Manager will suggest the Clicks to Website ad options. Makes sense, right?

This ad option is broken down into two formats: Links and Carousels. Essentially, this means that you can either display a single-image ad (Links) or a multi-image ad (Carousel) with three to five scrolling images at no additional cost.

A Links ad will be displayed like this.

A Carousel ad will be displayed like this.

Once you decide between the two, you’ll need to upload your creative assets. It’s important to note that for each type of ad, Facebook requires users to adhere to certain design criteria.

For single-image ads, Facebook asks that users adhere to the following design recommendations:

  • Text: 125 characters
  • Ad headline: 25 characters
  • Image ratio: 1.91:1
  • Image resolution (including CTA): 1080 x 1080 pixels

For multi-image ads — also known as Carousel Ads — Facebook provides the following design recommendations:

  • Recommended image size: 1080 x 1080 pixels
  • Image ratio: 1:1
  • Text: 125 characters
  • Headline: 40 characters
  • Link description: 20 characters

Remember that these are the ad options for the “Traffic” objective.

If you selected “boost your posts,” you’d be presented with different ad options like the Page Post Engagement: Photo ad. This ad has a unique set of design recommendations.

Once you select an ad type, the Ads Manager will prompt you to identify how you’d like to display your ad. The options they provide are as follows: Desktop News Feed, Mobile News Feed, and Desktop Right Column.

Here's how each ad would appear.

Desktop News Feed

Mobile News Feed

Desktop Right Column

Be aware if your ad isn’t associated with a Facebook page, you’ll only be able to run Desktop Right Column ads. To leverage all three display locations, you can learn how to create a Facebook page here.

7. Monitor your ad’s performance metrics.

Once your ads are running, you’ll want to keep an eye on how they’re doing. To see their results, you’ll want to look in two places: the Facebook Ads Manager and your marketing software.

According to Facebook, here are some of the key metrics to look for (and their definitions).

  • Performance, which can be customized further to include metrics like results, reach, frequency, and impressions.
  • Engagement, which can be customized further to include metrics like Page likes, Page engagement, and post engagement.
  • Videos, which can be customized further to include metrics like video views and the average percentage of video viewed.
  • Website, which can be customized further to include metrics like website actions (all), checkouts, payment details, purchases, and adds to cart.
  • Apps, which can be further customized to include metrics like app installs, app engagement, credit spends, mobile app actions, and cost per app engagement.
  • Events, which can be further customized to include metrics like event responses and cost per event response.
  • Clicks, which can be further customized to include metrics like clicks, unique clicks, CTR (click-through rate), and CPC (cost per click).
  • Settings, which can be further customized to include metrics like start date, end date, ad set name, ad ID, delivery, bid, and objective.

Regardless of which of these metrics you use to measure the success of your advertising efforts, you can find the data in the Ads Manager.

8. Report on Facebook ad performance.

You can receive custom reports via email as well. Here’s how to set it up:

  1. Navigate to “Analyze and Report” through the upper main menu.
  2. Choose “Ads Reporting.”
  3. Select “Create Custom Report.”
  4. Select and open a saved report.
  5. Choose “Save As” next to the save icon. Give your report a name and check “Schedule Email.”
  6. Follow the prompts to edit and confirm your reporting preferences.

While there are certainly a lot of details to keep straight when planning a paid Facebook ad, it’s important that you don’t lose sight of the big picture. Reporting on clicks and conversions from Facebook is important.

However, if you’re using URLs with specific UTM codes, you have an opportunity to measure your ads’ full-funnel effectiveness using your marketing software.

Tracking URLs will help your marketing software keep track of how many leads, or better yet, how many customers you’ve gained from your advertising efforts. This information is useful in determining the ROI of this source, and can also be used to inform your overall Facebook marketing strategy.

If you’re a HubSpot customer using our ads tool, this process is already taken care of for you. You can also create unique tracking codes for your Facebook campaign by navigating to the “Tracking URL Builder” on the Reports homepage.

All you’ll need to do is plug in the URL, attach a campaign, and choose the source you want the URL to be attributed to in your Sources Report.

Once your ad launches and you start getting conversions on your website, you’ll be able to easily track how many visits, contacts, and customers you’re generating.

How to Create Facebook Ads

To create a Facebook ad that drives measurable results, follow these tips.

1. Define your target audience and create ads for them.

While creating ads, it’s tempting to make your messaging vague enough to resonate with everyone. But if you want your Facebook ads to be effective, tailor them to a specific audience.

Before you start creating images/videos and writing ad copy, figure out who is most likely to become paying customers. These are the people you should try to persuade with your ads.

To take things up a notch, use Facebook’s advanced targeting feature to add (or remove) people who follow certain apps, events, or pages. This may take a bit of time, but you’ll increase the ROI of your ad campaigns.

Although Kylie Haack is a real estate company that sells properties, this ad is targeted specifically toward people who want to appraise their homes — not people who want to buy.

2. Write a catchy but clear headline.

Your headline is usually the first thing people will see on your Facebook ad. If it doesn’t catch people’s attention, it will reflect negatively on your click-through rate (CTR) and conversion rate.

With headlines, don’t try to shove your offer down people’s throats. Instead, be clear and conversational, and try to communicate your product’s benefits, if possible.

In this ad, HubSpot is urging people who need help with Facebook or Instagram marketing to check out their free guide on the topic. Their headline for this ad is: Maximize Lead Generation.

This simple, but powerful, headline summarizes the benefits people would get if they read and apply what’s in the free guide.

Pro tip: To improve your headlines and get better results, run split tests (more on that below). These tests can help you determine the messaging that gets people to convert.

3. Don’t use text-heavy graphics.

According to Facebook, images with less than 20% of text perform better. So try not to design graphics with too much text on them.

Text-heavy graphics can distract a prospect from your message, so it’s best to let the graphics speak for themselves. For example, the ad below has too much text.

Image Source

To prevent this from happening, you can use a longer ad caption. But if you must use text on your image, try using a smaller font and fewer words to reduce the proportion of text to image.

4. Use simple and easy-to-understand language.

Ad copywriting is not an avenue to channel your inner Victorian author. It doesn’t matter if you’re an Insta-famous poet or you’ve won a Pulitzer — using verbose language in your Facebook ads will confuse your prospects.

When writing ad copy, the main goal is to make it easy for anyone to understand. When a prospect sees your ad, they should instantly know:

  • What your offer is.
  • How it will benefit them.
  • What to do next.

That’s why I love this Mailchimp ad, which helps people with online stores automate their marketing.

The copy in this ad is simple and to the point: “Automate your marketing with Customer Journey Builder and watch your orders grow.” Then, Mailchimp gives a simplified visualization of what the automation process looks like.

This helps prospects understand exactly how the Customer Journey Builder feature can take things off their plate and help them grow their business.

5. Use social proof in your ads.

When a prospect sees your Facebook ad — especially if it’s the first time — they may not trust your brand or offer immediately. And that's okay.

It’s your job to convince them that you’re the real deal. A great way to do this is to use social proof in your ads.

Social proof comes in many forms — reactions, comments, shares, testimonials, and reviews. Featuring these in your ads shows prospects that other people have worked with your brand and purchased your offer without any regrets. Once they see this, they may be convinced to be your customer, too.

Before Adobe acquired the company, Figma was really good at using social proof in their Facebook ads.

In the ad above, the product design lead at Onfido, Steve Denis, walks people through how Onfido uses Figma to organize and scale its design systems. The message is simple: If other companies trust Figma to meet their design needs, you can too.

6. Match your Facebook ad to your landing page.

When you run ads on Facebook, you’re essentially telling your audience that if they click your ad, they’ll get exactly what you’re offering on the page your ad leads to.

There’s no quicker way to lose the trust of your audience and increase your bounce rates than to send people to a landing page that has absolutely nothing to do with the offer they were interested in.

When designing your ad and landing page, ensure that the offer promised in the ad is the same as the one on the landing page. You should also include common elements, such as colors, fonts, and images, that will make it easy for people to recognize your offer and convert.

Here’s a great example of ad-landing page sync.

Here, Yoga International is advertising their free breathwork classes that can help people “unwind tension and improve self-healing.” The ad and the landing page it leads to share several design elements.

That includes brand colors, image choices, and fonts. These common elements help prospects feel like the landing page is an extension of the Facebook ad, rather than a new offer entirely.

7. Have a direct call-to-action in your ad.

The perfect Facebook ad should have a clear action the prospect should take.

Some ads are designed to spread awareness about a brand. Other ads lead users to installs, ebook downloads, or sales.

Ideally, ads do both. But to be on the safe side — and to get results that move the needle toward business growth — be clear on exactly what you want your prospects to do after they see the ad.

Calls to action like “Sign up,” “Follow,” “Download,” “Install the App,” and “Shop Now” clearly communicate the desired course of action to a prospect. Without a good CTA, people would see your ad, but they’ll have no idea what to do next.

In this ad, Dermalogica, a skincare company, advertises a power trio of three products. Plus, the bundle is less than half of the original prices of the individual products.

The ad is straightforward. It says what the product is, what the discount is, and the perk (free shipping) you get if you buy the product.

The “Shop Now” call-to-action is direct. This indicates that Dermalogica’s goal is for people to click the link and buy the product package.

8. Run A/B tests.

The only way you can improve your Facebook ads is to run split tests on everything — from the headline to ad copy to visuals and CTAs. Sometimes, an ad might not perform well because the copy isn’t convincing enough or the visuals aren’t eye-catching.

To know for sure, create different variations of the same ad — changing one thing at a time — and publish them. Let them run then check to see which version(s) gets the most likes, comments, shares, and conversions.

In the instance above, Canva ran A/B tests on the ad creatives. In both ads, the ad copy is exactly the same, but the visual assets are not — one’s an image and the other is a video.

Although the ad copy is the same, the change in visuals can spell a huge difference in the ROI from both ads.

Using Facebook Ads Manager for Your Next Campaign

Now that you know how to set up an ad, it’s time to create one of your own so you can spread brand awareness on Facebook, generate traffic, and gather leads from your ideal prospects on the platform.

Editor’s note: This post was originally published in September 2019 and has been updated for comprehensiveness.

How to Set Up Your Facebook Ad Campaigns

The Beginner's Guide to Facebook Advertising

Chapter 2

Writing by Massimo Chieruzzi

In this second chapter of our Beginner’s Guide to Facebook Ads, we’ll walk you through the entire process of setting up your first ad campaign in Facebook Ads Manager.

You’ll find out:

  • What is Facebook Ads Manager
  • How to use and navigate the Ads Manager
  • How to set up a Facebook ad campaign in Ads Manager
  • How to set up Facebook ad campaigns with AdEspresso

Ready to start creating your first ad campaign?

Facebook Ads Manager: the basics

The Facebook Ads Manager is where you will go to create and manage your ad campaigns.

You can use it to:

  • Set up Facebook ad campaigns.
  • Create new ad sets and ads.
  • Manage Facebook ad bids.
  • Target many different audiences.
  • Optimize your ad campaigns.
  • Keep track of your campaigns’ performance.
  • A/B test your Facebook ad campaigns.

Understanding the Ads Manager’s ins and outs will be the key to you getting the most out of your Facebook advertising dollars.

 


How to use and navigate the Ads Manager

The Ads Manager is where you create and coordinate your ad campaigns.

Start by accessing the Ads Manager. To get there, you can click this link, navigate there from the Business Manager, or use Facebook’s Ads Manager Mobile App.

Let’s have a look at this map to get an idea of how to navigate a brand new Ads Manager dashboard:

  1. Main Navigation Menu: Click the dots icon to navigate to other tools like Business Manager or Audiences.
  2. Create New Ad Campaigns: Click here to make new ad campaigns.
  3. Campaign View: This view will give you info on all of your Facebook campaigns once you start running them.
  4. Ad Set View: This view will give you information on each of your ad sets so you can compare them.
  5. Ads View: This view will give you information on each ad you are running.
  6. Columns: Toggle different columns in this drop-down bar to display various metrics about your campaigns, ad sets or ads.
  7. Campaign Breakdown: Breakdown allows you to filter your results by time, delivery, or action.
  8. The Data Field: When you start making ad campaigns, this is the area all your data will be displayed in.

You should now have a pretty basic understanding of navigating the Ads Manager, so let’s jump into the fun part—our first campaign!

How to set up a Facebook ad campaign

To create a campaign, click the green +Create button in the Campaigns tab of your Ads Manager.

Source

Step 1: Select your campaign objective

On Facebook, you can choose from a handful of campaign objectives that match your advertising goals. For example, if you are looking to drive traffic to a physical location, you would use Store Traffic. If you’re driving traffic to a website, you want to use Conversions.

Source

Choosing the right objective is your first important decision when crafting your ad campaign. If you aren’t sure which objective is right for you, here is a quick breakdown of your choices:

  • Brand awareness: Get your brand out in front of people’s eyes and build awareness around what you sell or do.
  • Reach: Get your ad in front of as many people as you can to generate buzz.
  • Traffic: Use ads to get people off of Facebook and on to your website.
  • Engagement: Get people engaging with your brand online by encouraging people to comment, like or share what you have to say.
  • App installs: Have your ads send people to the app store where they can download your app.
  • Video views: Boost traffic to your Facebook videos, targeting people with the best odds of watching your content.
  • Lead generation: Use forms to generate leads on Facebook that you can follow up on later.
  • Messages: Use ads displayed on Messenger, WhatsApp or Instagram Direct to connect with new customers.
  • Conversions: Push people to take that next step with your product, whether it’s starting a free trial or making a purchase.
  • Catalog sales: Show off your online store’s goods with ads that encourage browsing and purchasing.
  • Store traffic: Target locals and get them dropping by your actual physical store.

Facebook uses objectives to determine other elements of your campaign, such as available ad formats, bidding options and how it optimizes the campaign.

If you need more help with picking the right objective for you, check out our in-depth guide to Facebook Campaign Objectives.

Step 2: Give your ad campaign a name

Naming conventions for your campaigns can be an easy way to organize your campaigns as you scale and run more of them. It also sets you up for hyper-efficient reporting later on when it comes time to analyze your results.

Some examples of what you can include in your campaign name are:

  • Client name/website
  • Target audience/location
  • Custom audiences
  • Creative type
  • Facebook Page

Hopefully, this gives you some good ideas to keep your campaigns organized and simplify reporting later on.

Step 3: Pick special ad categories, A/B test, and optimize the campaign budget

On the next page, we have to make some decisions regarding the campaign as a whole. These include:

  • Special ad categories
  • A/B testing
  • Campaign budget optimization

First up, you need to declare if your ad will be falling under one of the Special Categories. Most ads will not, but it’s important to take a look to see if any of them apply to your ad.

Next, you need to decide whether you will be using A/B testing. Creating a split test, or an A/B test, allows you to run experiments and collect data that shows you the best-performing creative, placement, audience and delivery optimization strategies.

It’s always a good idea to set this up, so you can optimize your campaigns to be running as efficiently as possible. If you want to set up A/B testing right away, click over to our Facebook ads A/B testing guide for a walkthrough of the whole process.

Lastly, we have campaign budget optimization. When this feature is turned on, Facebook will determine how to allocate your campaign budget among your many ad sets in the most effective way possible. If you would rather not choose this, you can determine how much money will go to each ad set manually. We will go over this in more depth in Chapter 6.

Step 4: Set up your campaign budget and bidding

Your Facebook ad budget and bidding options are such important topics that we’ve devoted the entirety of Chapter 7 to them.

Source

Broadly speaking, you will need to choose:

  • Your budget type (daily or lifetime)
  • How much you will spend (over a day or the entire campaign)
  • The scheduled start and end date of your campaign

Make sure to take your time with your budget. Spend too much, and you won’t have a budget for future campaigns; spend too little, and it’ll be hard to get the results you really want.

Step 5: Set up audience targeting

Facebook offers many powerful ways to target audiences, and we’ll talk more at length about creating these different audience types in Chapter 6.

In this phase of your campaign setup, you have two options:

  • Create a new Facebook target audience.
  • Use a Saved Audience.

Source

As you build your audience, Facebook will display your estimated daily reach and tell you if your audience is too big or too small using the meter on the right side of the page.

Source

With Facebook audiences, you can target likes or interests on Facebook, behaviors and even demographics. All of this allows you to create very specific audiences to target in your campaign.

Setting up the right Facebook target audience is one of the most important things you will do while advertising on Facebook, so we’ll dive deeper into this later on.

Step 6: Set up your placements

This is the step where you decide where on Facebook’s vast network you want your ads shown. Your choices, however, will be limited by the goal you have chosen for your campaign.

Source

By default, Facebook will have automatic placements selected that they believe give you the best results. If you would like to, you can also opt to choose your own placements.

Here is a full list of all of your placement options:

Feeds

  • Facebook News Feed
  • Instagram Feed
  • Facebook Marketplace
  • Facebook Video Feeds
  • Facebook Right Column
  • Instagram Explore
  • Messenger Inbox

Stories

  • Facebook Stories
  • Instagram Stories
  • Messenger Stories

In-Stream Videos

  • Facebook In-Stream Videos
  • IGTV Videos

Apps

  • Audience Network Native, Banner, and Interstitial
  • Audience Network Rewarded Videos

Other

  • Facebook Search Results
  • Messenger Sponsored Messages
  • Facebook Instant Articles

While Facebook does a pretty good job auto-optimizing your ad placements, it’s still important to do your own research with split tests. You can learn where your ads are having the biggest impact (for the least amount of money).

To learn more, you can read Facebook’s rundown on each of their available placements.

Step 7: Set up your Facebook ads

This is the final step of the campaign creation process. Here, you can select your preferred Facebook ad type and insert your ad images and copy.

We will be doing an in-depth lesson on building the best possible Facebook ads in the next chapter, but for now, let’s take a look at the basics of what you need to get done to get your ad put together.

To start, you’ll need to choose to either:

  • Create a new ad.
  • Use an existing post from your page.
  • Use a Creative Hub mockup.

If you are creating an ad from scratch, you’ll need to input all the elements that make up your ad: the images, videos, copy, etc. All of these can be found in the Ad Creative section.

When you are done filling in all of this information, click Publish.

That’s it — you’ve made your first ad campaign on Facebook!

How to set up Facebook ad campaigns with AdEspresso

Many people find Facebook Ads Manager too complex, clunky and confusing to use.

AdEspresso is a web-based solution that allows you to create complex campaigns and run split tests without all of the extra fluff and inconvenience of using Facebook Ads Manager.

There are several benefits to using AdEspresso:

  • It takes less time to set up ad campaigns with multiple creatives and copies.
  • You can access Ads Manager features without things getting complicated.
  • You get advanced campaign reports and can easily optimize your ad campaigns.
  • You can automatically generate PDF reports of your data for easy analysis.
  • You can sync leads to your CRM.
  • You can create Google Ad Campaigns within the same dashboard as Facebook ad campaigns.
  • And much more!

To start, can click New campaign in the top left of the home screen after signing into your AdEspresso account.

The campaign set up in AdEspresso is similar to the one in Ads Manager—you’ll be walked through all the campaign creation step by step in a clear and logical order.

The first step is naming the campaign and deciding the type of campaign you wish to create. In AdEspresso, you can make a Google ad campaign or a Facebook campaign. Today, we’ll show you how to create a Facebook campaign.

You can create your Facebook campaign from a draft or previously published campaign, or start from scratch.

For this example, we’re going to make an External Website campaign, which is the equivalent of a Conversions campaign objective on Facebook.

One of the best things about AdEspresso is that it lets you add and test multiple ad elements to see which one works best.

All you have to do is click the + button to add additional variations. AdEspresso will automatically create all the different ad combinations.

The more split tests you run, the more budget you will need for the campaign — but the split tests will give you valuable information you can use to lower campaign costs later on.

Interested in learning more about campaign management in AdEspresso? Then you can’t miss this guide: How to Create Your First AdEspresso Campaign.

Are you ready for the long haul?

Now that you’ve got a general overview of how the Facebook campaign setup works, let’s dive into the details of how to select the right ad types and create successful ads on Facebook!

Proceed to Chapter 3 to learn how to choose the right ad type for your business.

Chapter 1 Index Chapter 3

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Setting up Facebook Ads: A Step-by-Step Guide

Contents

  • 1 What is Facebook Ads Manager
  • 2 Overview of Facebook Ads Manager
  • 3 Creating an Ads Manager Campaign
    • 3.1 Campaign Level Selection
      • 3. 1 Campaign Selection
        • 3.1 3.1.2 Budget selection 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 choice
        • 3.2.5 Communications
        • 3.2.6 Types of Pleisment
        • 3.2.7 Optimization and show
        • 3.2.8 Strategy Betting
        • 3.2.9 Type of delivery
        9000 9000 3.3
          BE
        • 3.3.1 Advertising format
    • 4 Working with Acquisition and Retention campaigns
      • 4.1 What goal should I choose for a retargeting campaign?
      • 4.2 How to work with acquisition campaigns?
    • 5 Conclusion

    In this article, we will not only take a detailed look at the process of setting up Facebook ads from the technical side, but also analyze how this knowledge can be applied to create acquisition and retention campaigns. Let's take a look at Facebook Ads Manager first.

    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 it.
    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.

    Find out more: Facebook Business Manager: full overview of features and capabilities

    If you are creating an ad on Facebook for the first time, you will 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.

    In order for your advertising account not to be blocked by the Facebook administration, it is enough to follow the rules for placing ads, 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.

    Target selection

    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 “Like”, then with this chosen goal, you will get a lot of likes for the article, but no 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 turn 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 bill 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

    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, select the "Conversions" goal at the campaign level and 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

    Here you define how much you want to spend and set the period for which the ad will be displayed. 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 expiration date for your campaign, which will be disabled automatically.

    Audience Selection

    Next, we move on to choosing 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, we 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

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's 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 to find the most profitable cost per 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 advertising 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 you want to bring to your business by launching an advertising campaign. 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 method of communication that will allow you to get the most profitable result.
  • Set up an advertising account and specify the correct currency, otherwise you won't be able to change your choice later — after changing the currency, you will create a new advertising account.
  • Install Facebook Pixel or SDK to track the events you need and optimize ad impressions for them.
  • Before launching acquisition campaigns, start working on creating retargeting campaigns.
  • Create saved audiences for acquisition campaigns to target the same target groups in order to nurture a need for your product.
  • Do not forget about satiety and audience overlap, so as not to get bored with advertising and not lose loyalty, which is very long and expensive to restore.

Effective results for you! 🙂

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Creating a new Facebook ad campaign | Help Center

You can create a targeted advertising campaign on Facebook and Instagram and attract the attention of thousands of visitors to your business. Facebook Ads campaigns are fully manageable: create unique ads, set a monthly budget, and choose your target audience. Wix's artificial intelligence will also work with close user segments to bring even more exposure to your business.

Step 1 | Choose a Campaign Objective

Once you've connected your Facebook business page to Wix, the first step in creating an ad campaign is choosing a campaign objective. Depending on the nature of your business, you may focus on increasing the number of orders (for online stores), bookings, or the number of views and traffic for your page.

To select a campaign objective:

  1. Go to Facebook & Instagram Advertising.
  2. Press Let's start .
  3. Select the target for this campaign. Learn more about campaign goals.
  4. Press Continue .
    Note: If you are creating a campaign for the first time, you must first set up the campaign. If you have already done everything necessary, click on the button Create ad .

Step 2 | Customize ad content

Choose the ad format for the campaign and edit the content. Depending on the format you choose, you'll see different ad options.

To set up ad content:

  1. Select the ad format you want to use in your campaign. Learn more about which ad format to choose.
    • For dynamic ads:
      1. Click Edit under Products to select which products to include in dynamic ads.
      2. Write text for dynamic ads. It will be displayed at the top of the product carousel.
    • For classic advertising:
      1. Add advertisement text up to 150 characters in field Text .
      2. Select an image or video for your ad. Depending on the goal of the campaign, the ad image is taken from the main page of your site, the Facebook page or from the product page. Hover over the image and click Replace Photo to upload your own image. Learn more about the guidelines for images and videos in ads.
      3. (Optional) Add a title to the section text box Title .
      4. Add a URL in the section Target URL to specify the web page that will open when the ad is clicked (most commonly the site's home page or product/service page). You can also click on the dropdown to select any existing URL on your site (does not work for password protected pages).
      5. Click the drop-down menu under Button Text, and select an appropriate call to action for your ad (for example, Go To Store).
  2. When you have finished editing your advertisement, press "Go" .

Select your target audience using parameters such as gender, age range, and location. Once you select an audience, Wix AI uses this data to create similar audience profiles to help increase your campaign's reach to potential customers. Learn more about choosing the right audience.

To select an audience:

  1. Select who your campaign will be shown to (men, women, or everyone) in section Gender .
  2. Drag the Age slider to set the age range for your audience.
  3. (Optional) Add up to 10 target audience interests. This is what your audience might be looking for on the internet. For example, in online stores for children, these interests may correspond to the products that potential buyers are looking for (children's clothing, children's books, etc.).
  4. Select up to 10 target countries or regions where your ad will be shown.
  5. Press Next .

Step 4 | Set a monthly budget

Choose a campaign budget that fits your business goals. The monthly subscription includes direct advertising costs, as well as a 15% commission that Wix charges for maintaining and optimizing the campaign. Learn more about what's included in the subscription.

To set a budget:

  1. Drag the Subscription options slider to select the monthly budget amount. Subscriptions can range from $79 to $4,999 per month.
  2. Press Next .

Step 5 | Check the campaign and run it

Check the company details and edit the sections that need to be changed. When you're ready to go, enter your billing information to purchase a subscription. After purchasing a subscription, the campaign will be sent for review.

To view and run the campaign:

  1. Check the campaign information in sections Advertising content , Audience and Monthly budget . Click Edit next to the relevant section to make changes.

    Learn more