How to Set Up a Facebook Ads Campaign
Step 1: Set some goals for your Facebook Ads
Before you jump in and create any adverts, it’s important to first think about why you’re advertising and what you’re aiming to achieve. By setting yourself a few goals ahead of going live with ads, you also have something to measure your success against.For example, if you’re looking to increase downloads of your mobile app through Facebook Ads, you could set a goal of 100 downloads in the first month. This will also help you when it comes to choosing the correct objective for your Facebook Ads campaign in Step 3 below. Some more example goals could be:Increase traffic to my website from Facebook Increase attendance at my event Generate new leads Increase the reach of our content on Facebook Boost engagement for our Facebook Page.
Step 2. Head over to Facebook Ads Manager
All of Facebook ads campaigns run through the Facebook Ads Manager tool, which you can access via a direct link at facebook.com/ads, or by clicking “Manage Ads” in the drop-down menu on your Facebook account, or by clicking any of the CTAs on your Facebook page.Once you’re into the Ads manager, you can navigate with the menu on the left-hand side of the page. To get started with your first ad, click the green button in the top-right corner of the page.
Step 3. Choose your objective
When you click to create a Facebook Ad, you’ll go to a page where you choose the objective for your campaign. There are 15 options here for what you might want to achieve:With Facebook, you have many different ways of approaching an ad campaign. These ways can typically fall within three categories of benefits:
Awareness
Objectives that generate interest in your product or service:
- Boost your posts
- Promote your page
- Reach people near your business
- Increase Brand Awareness
- Increase your reach
Top tip:For small budgets, you are likely to get the most bang for your buck with the awareness ad types. Moz found that 50rup per day can grow your audience by 4,000 people (this didn’t quite match our experience, though it’s well worth trying).
Consideration
Objectives that get people to start thinking about your business and look for more information about it:- Send people to a destination on or off Facebook
- Get installs of your app
- Raise attendance at your event
- Get video views
- Collect leads for your business
conversion
Objectives that encourage people interested in your business to purchase or use your product or service:
- Increase conversions on your website
- Increase engagement in your app
- Get people to claim your offer
- Promote a product or catalogue
- Get people to visit your shops
Once you’ve selected your marketing objective, you’ll then be asked to name your campaign:
Step 4: Define your audience and budget
Customising your target audience
This step is extremely crucial for the success of your Facebook Ads campaigns. The audience for your ad can be customised based on all the following demographics:
- Location, starting with a country, state, city, zip code, or address, and refining even further with a mile radius
- Age
- Gender
- Languages
- Interests,Facebook looks at a person’s interests, activity, the Pages they like, and closely related topics
- Behaviour ,Things like purchase behaviour and intent, as well as device usage
- Connections,Choose to show the ad to all people, just those connected to Buffer, or those not connected to Buffer
In addition, with the Connections setting, you can choose advanced targeting, which lets you include or exclude people who are connected to certain pages, apps, or events. You can also further customise your targeting using custom audiences to re target people who have already interacted with your business.
Facebook recommends narrowing your reach in a targeted way in order to maximise the impact of your ad. We went quite narrow with this experiment, choosing the following audience demographics:
- Location: India
- Interests: Social media
- Excluded: People who already like digitalpiyushpandey
- Age: 18-65+
- Language: English
This gave us an estimated reach of up to 3,200 people out of 14 million. The 3,200 people are how many we could expect to be online any given day and potentially see our ad.
Setting your budget
Once you’ve selected your target audience, you next need to choose how much you’d like to spend on your ad. When you set a budget, it’s important to remember that this figure represents the maximum amount of money you want to spend. You can also set your budget to Daily or Lifetime:
- Daily: A daily budget is the average that you’ll spend every day.
- Lifetime: A lifetime budget is the maximum that you’ll spend during the lifetime of your advert set
Step 5: Create your advert
This is where it gets really fun! It’s now time to choose the images (or video), headline, body text, and where your ad will be displayed on Facebook. For the text, you get 90 characters to share a quick message that will appear above your image(s) or video.There are two ways to create adverts: Using an existing post or creating a new advert. Here’s a quick look at both options.
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