Are you ready to run Facebook ads? Do you want to know how to set up a successful Facebook ad campaign from start to finish? Don’t waste money and time trying to figure it out on your own. In this module, you’ll discover how to create a successful and effective Facebook advertising campaign.
Module Outline and Objectives:
Create an action plan for your Facebook Ads
How to setup your ad campaign
Facebook Ads Action Plan
Can you run ads without this module? Of course. But we want you to create an action plan before you continue or start spending money on Facebook. If not? You’ll keep bouncing around, starting ads, stopping them, seeing some results, then none, then …. well, you get the point.
The only way to see a steady steam of leads and consistent results is to identify your goal with Facebook ads.
In order to help, answer the following strategy questions:
What is your advertising objective?
Do you want to generate leads? Do you want to increase brand awareness? Do you want to stay top of mind with past clients? Etc.
Do you currently have consistent web traffic?
Do you have a scrubbed list of emails?
It could be past clients, leads, sphere, etc.
But it must be scrubbed. You do not want to buy a random list of emails and consider that your email list. The ads won’t work and Facebook will determine that your ads deliver a bad experience, based on the ad algorithm.
Are you creating valuable content about yourself/community/brand/business?
Your answers to these questions will define your Facebook advertising strategy.
Here are some examples you could implement immediately based on your answers above:
Create engagement with people on your email list
If you are delivering an email campaign or newsletter to leads, past clients. etc. you can couple the same message via Facebook. A Facebook ad and an email is twice as effective and gets people saying “I see you everywhere.”
Retarget your website visitors with your Pixel
After installing the Pixel on your website, you can create a targeted audience of people who have recently visited your site.
Take this one step further and set up custom Facebook events on your website
Retargeting could also serve as a secondary ad in a sequence of Facebook ads. You could originally send an ad to your email lists, have them visit your website, and then show them the retargeting ad like this one just asking them to “like” your Page. Make sense?
If you set your ad budget to only charge you when you get a “like” then you have nothing to worry about. You will only be charged when people who visit your website “Like” your Page. That’s a great thing!
Provide a free piece of content to gain trust
Develop content that seeks to inspire, educate and provide value to your audience. You could use videos, lead magnets (downloads, guides, checklists, etc.), or even a blog post, for example. Remember, it needs to resonate with your audience.
Set up your campaign
Once you’ve defined the strategy, here’s how to set up your campaign for success, step-by-step.
The ad campaign structure consists of three levels: a campaign, an ad set, and an ad. The first level, the campaign, is the basis of your ad. Most people create single ads. However, a campaign can have multiple ad sets, and each each ad set can have multiple ads.
Why does this help?
Make one change to the campaign to make changes to all subsequent ad sets and ads
Create a budget for the entire campaign and Facebook will distribute the budget to ad sets and ads that perform the best
Step 1: Click Create under the campaign tab in your Ads Manager
Side note: Make sure you are logged into the correct account first in the top-left corner.
Step 2: Choose a campaign objective
At the campaign level, you have three objective categories:
Awareness: Objectives that generate interest in your product or service.
Consideration: Objectives that get people to start thinking about your business and look for more information about it.
Conversions: Objectives that encourage people interested in your business to purchase or use your product or service.
The objective you select depends on your strategy and the answers to the questions above. Since video is the most engaging content on Facebook, you could run a campaign using the Video views objective.
If you want to send people to your website, landing page, etc. use the Traffic objective. If you have custom events set up on your Page, use the conversions objective.
Word of advice: If you are getting stuck choosing the best objective, work in reverse. If you want to generate first time home buyer leads for your business, for example, you could offer a first time homebuyer guide, tips, etc. Rather than posting the guide on the post, send people to a landing page where they can download the guide after they input their email address. Since you want them to take a specific action, you can track that with the Conversions objective. If you want to keep them on Facebook, use the Lead generation objective.
Step 3: Audience selection
Who do you want to see your ad? Based on the Facebook ad algorithm, your target audience will make or break your ads performance.
Here is where you can select a previously made custom audience, or you can select Create New.
After selecting an audience (you don’t have to, but we highly recommend custom and lookalike audiences), you can add more parameters like Location, Age, Gender and Languages.
*Abide by all Housing Discrimination rules.
Now here’s where you get creative:
Let’s use our first time homebuyer example from above and walk you through the entire process for audience selection.
You’ve created a piece of content you are going to give away (First Time Homebuyer’s Guide)
You have a landing page to send your audience to in order to download the guide (Conversions objective)
You have people already searching your buy page on your website, you have emails of previous buyers, and current buyer leads. (Yes, you can choose multiple custom audiences when creating an ad campaign.)
You would setup a custom audience based on URL tracking for the buy page and another custom audience based on a customer file for both email lists
After building each custom audience you would allow Facebook to create a Lookalike audience. This is a new audience built for you based on the characteristics of the custom audience.
You then choose your Location and Demographics
Add Detailed Targeting.
Want to know who is already searching first time home buyer related content?!!
Want to know who is also searching on other third party websites? Facebook will tell you.
Want to put your ad in front of local business owners. Done.
Are the first time buyers in your area coming from somewhere else? Look into the travel options.
Exclude People to ensure you do not waste your budget
Who is searching for real estate online, may have interacted with a buyer page on a website, have clicked on some third party websites… other real estate agents. You can EXCLUDE them from seeing your ad by using the Job Title and Employer options
Connections will allow you to show your ad to people who currently like your Page, friends of people who like your Page, or people who don’t like your Page currently.
What better way than to find first time home buyers who are friends with your friends, past clients, etc.
If you don’t have many Page likes, or you don’t have many past clients who like your Page, then don’t use this option
Step 4: Placements
This depends on the type of content you are using, the specifications, and where you want it to go. Each objective will allow different placements. You can choose Automatic Placements to maximize your budget and help show your ads to more people. Or, you can Edit Placements on your own.
Step 5: Budget and Schedule
Define how much you'd like to spend, and when you'd like your ads to appear.
Choose how you want your ad optimized.
Choose your cost control.
Add your Lifetime or Daily Budget.
If your objective allows it, you can choose when you get charged. For example, if you are using the engagement objective for page likes, you can choose to be charged by impressions or page likes.
Step 6: Ad Creative
The last part of the campaign structure is the ad level, also known as creative. The ad is what your audience will see. This is where you choose your format and type of creative including video, images, text, URLs, and a call to action (CTA) button.
Before jumping into creating an ad, the last step in a campaign, take the time to define your strategy and objective. Once you can vision the entire funnel, then you can use Facebook ads to scale your business.
What do you think? Have you used some of these tactics in successful campaigns? What tips can you offer? Please share your ideas and thoughts in the comments below.