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Welcome back for chapter 2 in our ‘Welcome to the world of Facebook Advertising’ series. In today's article, I am going to walk through the entire process of setting up your first ad campaign in Facebook Ads Manager.

First up let me tell you a bit about Ads Manager. This is where you will Set up Facebook ad campaigns, create new ad sets and ads, manage Facebook ad bids, target many different audiences, optimise your ad campaigns, keep track of your campaigns’ performance & A/B test your Facebook ad campaigns.

Once you start clicking around, you will find that there are all kinds of data and tools available for you to use. Below is an image which outlines all the key areas of the Ad Manager dashboard.

Facebook-Ads-Manager

Source: Facebook Ads Manager

How to set up your Facebook Ad Campaigns

In order to create a campaign, you should be on the “campaigns” tab. From there, click on the green “+Create” CTA to create a new campaign from scratch!

Facebook does a good job to guide you through creation. Once You’ve selected to create a campaign, you’ll see this:

Screen-Shot-2019-03-13-at-7.25.30-PM

A bit daunting for the first time, isn’t it? Fear not, we’re doing this one together and it will be a breeze.

Step 1: Select Your Campaign Objective

Now, 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 “Local Awareness”. If you’re driving traffic to a website, you want to use “Conversions”.

Here’s the complete list of Facebook campaign objectives available:

  • Brand awareness
  • Local awareness
  • Reach
  • Traffic
  • Engagement
  • All installs
  • Video views
  • Lead generation
  • Conversions
  • Product catalogue sales
  • Store traffic
  • Messages

 

How to choose your campaign objective?

Choosing your objective is important, as Facebook uses this to determine other elements of your campaign such as available ad formats, bidding options and the way it optimises the campaign.

You should always select the objective that best reflects your desired outcome for the campaign. If you are promoting a website,  you will most likely be running a conversions campaign. That’s the campaign type we will create today.

If your campaign’s end goal is to for example submit information to you via a lead form,  then you should select the lead generation objective instead.

So, we’re creating our conversions campaign.

Step 2: Give Your Ad Campaign a Name

After we have decided our campaign type, let’s give our campaign a name. This may seem like a fairly simple step, but it is actually very important to adopt useful naming conventions for your campaigns when you start with Facebook advertising so you can easily organise 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 analyse your results.

For example, you should always include the date range the campaign will be running in your campaign name. Depending on whether you are advertising for your own business or for clients, you can add more elements in your campaign name:

  • Client name/ website
  • Target Audience/ Location
  • Custom Audiences
  • Creative Type ( Video? Carousel?)
  • Facebook Page, etc

Hopefully this gives you some good ideas to keep your campaigns organised and simplify reporting later on with custom campaign names. After you select your objective, you can also choose to create a split test on the campaign or optimise your budget.

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 optimisation strategies

Lets move on and set up our audience!

Step 3: Set Up the Audience Targeting

Facebook offers a lot of powerful ways to target audiences. The next step is where you will create your ad-sets, or audiences.

If we think back to the last chapter, you should recall your main ads manager screen has a campaigns tab, ad-sets tab and an ads tab.

The ads and ad-sets are contained within your campaign, with the ads containing a specific combination of creative and an ad-set containing a specific audience and budget.

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

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

Custom or lookalike audiences are another extremely powerful targeting option for you. In a nutshell since this is a topic for another chapter: with custom audiences, you can create audiences based on your website traffic with something called the Facebook Pixel.  The pixel allows you to build audiences in addition to track events (“conversions” that occur on your website, so this is something you will want to install immediately if you haven’t done so already. You need to create these custom audiences from the assets -> audiences section of your ads manager. They cannot be created during campaign creation.

Now lets fast forward to our audience. This section looks like this:

Screen-Shot-2019-03-13-at-10.06.04-PM

As you build your audience, Facebook will display your estimated daily reach and tell you if your audience is too big, too small or if it’s just right using the meter. You can target “likes” or interests on Facebook, behaviours or demographics, and create very specific audiences to target in your campaign.

Setting up the right Facebook target audience is of unparalleled importance for the final results of your advertising, and we’ll discuss more about how to create custom or lookalike audiences later on.

Right now, let’s keep on walking through the rest of the Facebook campaign setup.

Step 4: Set Up Your Ad Placement

By default, Facebook will have “automatic placements” selected which can include Facebook, Instagram and Audience Network, but generally will use the placements optimised to give you best results. You can also choose to edit your placements if you have some data on what placement works best for you.

The full list of placements are:

Facebook 

  • Feed
  • Instant Articles
  • In-stream videos
  • Right column
  • Marketplace
  • Stories
Instagram
  • Feed
  • Stories

Audience Network 

  • Native, banner and interstitial
  • In-stream videos
  • Rewarded videos
Messenger 
  • Inbox
  • Sponsored messages
While Facebook does a pretty good job auto-optimising your ad placements, our Facebook ad cost data shows that the cost-per-results can differ largely, depending on the placement you’re using. This is why split testing many elements of your campaign is extremely important, you need to know where your customers are, and meet them there.

How to select your Facebook ad placements?

If you’re setting up your first campaign, we recommend that you use the Automatic Placements.

However, if you’re trying to get people to convert on your website and it’s difficult to navigate on mobile, de-select the Mobile News-feed, Instagram and Audience Network placements.

Here are the ad placements recommended by Facebook for every campaign objective:

  • Brand awareness: Facebook and Instagram
  • Engagement: Facebook and Instagram
  • Video views: Facebook, Instagram and Audience Network
  • App installs: Facebook, Instagram and Audience Network
  • Traffic (for website clicks and app engagement): Facebook and Audience Network
  • Product catalogue sales: Facebook and Audience Network
  • Conversions: Facebook and Audience Network

Step 5: Set Up Your Campaign Budget and Bidding

Your Facebook ad budget and bidding options are such important topics, that we’ve devoted an entire chapter to it.

Step 6: Set Up Your Facebook Ads

The actual ads are what users on Facebook will see, and you want them to look good. This is the final step of your campaign creation process, you can select your preferred Facebook ad type and insert your ad images and copy.

Screen-Shot-2019-03-13-at-10.21.07-PM

That's all for today's lesson, next up we'll be diving into the different types of Facebook ads and what they can bring to your marketing strategy.

Topics: Facebook, Digital, Advertising, Social Media Management

David Coggin

Written by David Coggin

An Account Manager with experience in both Digital and Print marketing. Responsible for developing client relationships, managing workloads and delivering projects within agreed deadlines.