How To Set Up A Facebook Ad Campaign

Every day more and more business and starting to advertise on Facebook and are moving away from traditional advertising channels such as newspapers and radio. This is because advertising on Facebook works. Facebook Ad Campaigns has many different advantages and one of them is that you zero in on your perfect customer and target them by demographics, location, interests, hobbies and much more.

Facebook is a very versatile, powerful and effective ad platform with a whopping 1.23 billion active users and you should be taking advantage of is superb targeting features.

You can choose one of the two editors: Ads Manager and the Power Editor. Ads Manager is usually a good choice for most people, and Power Editor is a tool for large advertisers who want more precise control over their campaigns and who are creating lots of ads at once.

Setting Up Your Facebook Ads Account

Billing and Account Info

First, you need to provide a valid payment method and set up your billing information.

1. Go to your advertising account settings: https://www.facebook.com/ads/manage/settings.php
Fill in all the information and double check everything for accuracy because it will be used for billing purposes. You can also change your time zone and currency if Facebook gives you the option to do so. You can’t change any of this info later so be sure is correct.

2. Go to billing information: https://www.facebook.com/ads/manage/billing.php
To add a payment method click “Payment Methods” on the menu, then click “Add New Payment Method”. You can add credit/debit card or PayPal then fill in the information. You can change billing methods later if you need to do so.

setting-up-your-facebook-ads-account

It is a good idea to also add a secondary payment method in case the first card’s billing fails. This way your ad campaigns won’t be paused until you pay the outstanding balance.

You will be billed every time you reach billing threshold. There are several thresholds: $25, $50, $250, $500, and $750. You’ll be billed the first time when you spend $25, then next time on the $50 spend etc. These thresholds do not impact your advertising, they just affect how often you’ll be billed.

Facebook Ad Account Limits

There are several limits for ad accounts and they should not bother you, but just for reference, here they are:

  • 25 users per ad account
  • 25 ad accounts per user
  • 5000 non-deleted ads per ad account
  • 1000 non-deleted campaigns per ad account

 

If you ever reach these limits, all you have to do is to delete some old campaigns and ads.

Setting up Notifications

In your account settings page, you can set up which Facebook notifications are shown to you and which email notifications are sent to your inbox. You can receive notifications on ads approved, ads disapproved, scheduled reports etc. You’d want only most important notifications to be emailed and enable the rest just as notifications on Facebook.

Setting up Notifications

In your account settings page, you can set up which Facebook notifications are shown to you and which email notifications are sent to your inbox. You can receive notifications on ads approved, ads disapproved, scheduled reports etc. You’d want only most important notifications to be emailed and enable the rest just as notifications on Facebook.

Setting up Ad Objectives

When you create an ad, you can choose different goals or objectives. Based on what you need, you can choose an objective for your Facebook ads, which will give Facebook a clear idea of what you would like to do. These objectives are:

  • Page Post Engagements
  • Page Likes
  • Click to Website
  • Website Conversions
  • Lead generation
  • App Installs
  • App Engagement
  • Event Responses
  • Offer Claims
types-of-facebook-ads

Types of Facebook Ads

Traffic to Your Website

You should use “Clicks To Website” objective if your goal is to drive traffic to your website in order to send users to a landing page where you are selling a product, or where they can sign up for a newsletter and get on your email list, or if you have a lead generation campaign.

Placement for these ads is: mobile newsfeed, desktop newsfeed, and right column,

These ads are ideal for promoting an external website. Newsfeed ads have a big image that easily catches user’s attention and optimal size for newsfeed is 1200×628 pixels.

Ads in the right column can be shown only on desktop devices. They have a smaller image usually have a lower CTR (click-through rate), but can be much cheaper than newsfeed ads and are usually good for retargeting campaigns.

Sales and Leads for a Product or Service

If you are a brand, e-commerce store, or almost any kind of business, then these ads are for you.

Simply choose “Website Conversions” or “Lead Generation” objective. Is a good idea to use Facebook pixel as well, especially for website conversions.

Lead ads are fantastic for generating leads because a user doesn’t have to leave Facebook to fill out the form. Instead, the form is shown on Facebook and loads up to 10x faster. They are available on desktop and mobile. To use leads ads, select “Lead Generation” as an objective. Plus, Facebook prepopulates some of the information in the form that they have already given on Facebook, i.e. their phone number or email address, which makes them more likely to fill up the form.

Carousel ads are great for e-commerce stores because you can promote multiple products from your store and see which one performs best. It supports up to 5 products, each with its own picture, link, and title. Is available only in the news feed on desktop and mobile.

Canvas is a new ad type and is available only in newsfeed on mobile devices. People swipe through a carousel of images, tilt their device in different directions and zoom in or out. Load time is 10x faster than standard mobile web apps.

Page Likes and Post Engagement

With these ads, you can increase the reach and visibility of your page posts and increase the number of likes on your page. These ads are great because only 2-3% of people who liked your page actually see what you post and this way you can promote your content to a larger audience.

If you’d like to increase the number of likes on your page, then you should select “Page Likes” objective. It can be displayed on all placements.

“Page Post Engagement” objective is great for engaging people with your posts and getting likes and comments on them. You can insert a link in the ad body. These ads have a lower rate of website visitors when compared to “Clicks to Website” objective.

If you want to promote a video, then you should use “Video Views” objective. These ads are great for product launches, e-commerce products and rising awareness about your brand.

Installs for Mobile or Desktop Apps

You can promote both mobile and desktop apps. There is “Install Now” call to action button on the ad, that when clicked, will pop up the App Store. You can choose which Android/iOS version you want the user to have or if you want to target mobile devices or also tablets.

Choose Your Audience

Facebook gives us a very wide range of targeting options, such as:

  • Demographics targeting
  • Interests targeting
  • Connections
  • Custom audiences

 

All of these can be used to get very granular with your targeting, which will help you pinpoint your perfect customer.

Demographics Targeting

This is the first option to target your audience. You can set up several options:

Location: You can choose a country, state/province, city or ZIP.
Age: You can choose any age range, from 13 to 65+.
Gender: Target by male or female, or both.

demographics-targeting

You can click “More Demographics” which will present more options for different needs. Click some topic in the menu and you’ll be able to refine your audience. For example, you can target people by their life events, political views, ethnicity and more. Some of these apply only to citizens of the United States. Adding too many options can limit your reach, so always keep an eye on it so it doesn’t get limited too much.

Interest Targeting

With interest targeting, you can target people who are specifically interested in a subject, hobby, and more. Is easy to target people who like to read magazines or websites in your market or who are interested in your competitor.

Precise Interests: this targeting lets you targeting people based on the information on their profile. This includes their interests, likes, apps they use etc. You can see some broad categories that are suggested by Facebook or just start typing and a list of options will appear. After you add some, a list of similar ones will appear.

Behaviours: here you can target people based on their purchase history, intent etc. Facebook also uses external data sets for this and not only people’s behaviour on Facebook. For example, you can target people who are traveling or planning a trip.

Connections

Connections section allows you to target people who are fans, friends of fans or not fans of your page. If you are running page likes ads, you should exclude people who are current fans. If you want to increase the reach of your posts, you could target your fans and their friends.

Custom Audiences

You can use custom audiences if you have a list of emails, phone numbers or Facebook user IDs and you can upload that list to Facebook. This way you can easily target your existing customers to upsell them other products or create lookalike audience from that list to target people who are similar to people on your list.

Ad Images

On the next page, the first thing to choose is the image. Facebook allows you to test up to 6 images. This will create new ads with different images within the same campaign. You can add images in 3 ways:

  • By uploading an image from your computer
  • Browse library to reuse images you have previously uploaded
  • Find images in the Shutterstock database (you can use stock images for free)

 

Clicks to Website 1,200 x 628 pixels
Website Conversions 1,200 x 628 pixels
Page Post Engagement 1,200 x 900 pixels
Page Likes 1,200 x 444 pixels
App Installs 1,200 x 628 pixels
App Engagement 1,200 x 628 pixels
Local Awareness 1,200 x 628 pixels
Event Responses 1,200 x 444 pixels
Offer Claims 1,200 x 628 pixels
Video Views 1,200 x 675 pixels
Lead Generation 1,200 x 628 pixels

Here is a reference chart for different image sizes, depending on which objective you choose:

In plain English: Content should always supply a demand, be linkable, and possess a title, description, and titles or sub-headers with relevant keywords within them.

While there are other factors which come into play here, these are certainly the most pivotal on-page SEO factors to consider from a high level. Without them search engines will fill in the gaps and they may not always be conducive to drawing website traffic.

Be sure to always create new ads to test multiple images, as this is the key to successful testing. Different images will yield differing results so is a best practice to test more images all the time because you never know which one will perform the best.

Ad Copy

Depending on which ad type you use, you’ll need to set up ad copy in few sections:

  • The headline (up to 25 characters)
  • The text (up to 90 characters)
  • Newsfeed link description (for newsfeed ads, up to 90 characters)

 

Rule of thumb is to test several different headlines and ad texts, like with images. Different ad angles can perform better or worse, you’ll never know before you test them all. It can be a difference of making or breaking your campaign.

With newsfeed ads, you can also add a call to action button to your ad. They are proven to be effective at increasing the CTR (click-through rate).

In the link description, you can add more text if you want to explain something or entice a user to click.

Try to write clear and short copy that is not about selling, but rather convincing people to click on your ad. Match the theme of the ad with your landing page.

Ads Placement

There are three choices where Facebook ads can appear: in the news feed, mobile and in the right column.

Right column ads are the first type of ads that became available on Facebook and they don’t perform as well as news feed ads. However, they are quite cheap and you need to test them as well, especially for re-targeting campaigns.

If you are using mobile placements, be sure that your website is mobile optimised. If your site is not responsive then you are potentially just wasting your money on advertising on Facebook.

Desktop News Feed

desktop-news-feed

Mobile Placements

mobile-placements

Desk Right Column

desk-right-col

Campaigns, Ad Sets and Ads

We’ve still only scraped the surface of how web design has the potential to affect your rank on popular search engines. That content you have worked so hard on may likely go unnoticed if your website is a poorly organised eye-sore, so for the maximum leverage with your website content, ensure you take your web design seriously.

Any additional thoughts? Let us know in the comments!

References:
http://dl.acm.org/citation.cfm?id=985776
http://www.forbes.com/sites/drewhendricks/2015/02/11/understanding-the-full-impact-of-web-design-on-seo-branding-and-more/