Now we know how Facebook marketing works and why you should be doing it, it’s time to create a campaign. Here’s our step-by-step guide to creating your first Facebook ad.
- Set your goal – Like Linkedin, Facebook offers objective-based marketing with different campaigns designed to meet different goals.
There are 11 objectives in total. These are:
- Brand awareness
- Engagement
- Reach
- Traffic
- Video views
- App installs
- Messages
- Conversions
- Lead generation
- Catalog sales
- Store traffic
It’s important to consider your goals for a particular campaign as this will not only dictate the kind of results you get but will also impact the way you pay, for example with conversion-based campaigns, such as sales, you’ll pay per action, while for exposure-based campaigns, such as traffic and views, you pay per impression.
Once you’ve chosen the kind of campaign you’ll need to clarify the type. For example if your objective is engagement, you’ll need to determine whether you want to gain post engagement, page likes or event responses.
- Name your campaign. At this point you will need to state whether your ad fits into a special category such as credit or politics. This is also where you can set up an A/B split test if you want to run one.
- Set your budget – Facebook allows you to choose between a daily or lifetime budget. You can also set the start and end dates for your campaign.
- Target your audience – One of the key benefits of Facebook marketing is that you can be really specific with the market you want to target, with users able to choose their audiences’ location, age, gender and language. Users can even choose to include or exclude cities over a certain size and can prioritise Facebook users who have recently engaged with services or products similar to those they offer.
- Pick your placements – Facebook offers both Advantage+ Placements, which automatically places your ads across Facebook, Instagram, Messenger where they’re likely to get the best results, and Manual placements, which give users complete control over where their ads appear. Ad placements can vary depending on several factors including platform, device type, device type, wifi connection and mobile devices and their operating systems.
- Set brand safety and cost controls – Brand safety enables users to block inappropriate content from appearing alongside their ad. Advertisers can use specific block lists to exclude creators, publishers, videos and websites.
Now you’re ready to create your ad. Here’s how.
- Choose your ad format.
- Input your text and upload your ad’s media elements.
- If you’re using images this is where you choose and crop your images.
- Preview your ad before publishing to make sure you’re happy with how it looks and make adjustments
- Hit Publish.
Struggling with your social media strategy? Charlie Puffin Digital is here to help. Drop us an email at [email protected] or call 01462 558537 to book your free discovery call today.