So, in the previous post we’ve introduced you to the main tools that you’d need to know when using Facebook Advertising – Pixels, Customs and Lookalike Audiences. Those are the key elements that make a difference between a successful, well targeted ad campaign and a random, weird advert that pops up on your news feed now and then.
If you master Pixels and Custom Audiences, all you’re left to do is apply this invaluable information to your Facebook campaigns. Since there are multiple types of ads you can run through Facebook, knowing which are most efficient may save you some extra time and money.
Facebook ads are set up at 3 levels, campaign, ad sets, and ads.
The Facebook Campaign structure includes 3 levels:
- Ad sets
At the Campaign level you choose the goal of your campaign, that could be more traffic to your site, video views, more messages, lead generation, purchases etc.
Every campaign has one single goal and is made of one or more ad sets.
If you stop a campaign you will stop all the ad sets.
At the Ad Set level you create or select the audience that will see your ads, the budget you are willing to spend, the period your ads will run, placements – where your ads will appear.
One single ad set can have one or more ads.
If you stop an ad set, all the ads within that ad set will become inactive.
At the Ad level, you define the creative part of the campaign – you add the image, video or more images and videos (if you are doing a carousel), the text and for many placements – the page people will arrive after clicking on the ad.
By creating different ads under the same ad set you can test which message, visual or landing page performs the best.
When setting up an add you first choose a Campaign objective. You have several campaign types to choose from, it will define your goal for the overall campaign. There are 3 main categories for campaign objectives::
- Awareness – generating more brand awareness and reaching new audiences.
- Consideration – driving traffic to your site, social profiles, posts, creating engagement, getting video views and generating leads.
- Conversion – generating lead sign ups, sales, and sending users to your store.
After you choose your campaign type, you will then set up your the ad set level, which is the target audience and placement options for your ad.
Finally you will set up the ad itself. Facebook offers the following types of ads:
- Page post promotion
- Page promotion (not recommended as you still need to pay to get your users to view your posts)
- Website promotion – you can send people to your website once they click your ad AND/OR track their actions on your website. This also includes promoting your Call To Action button.
- App promotion (installs, engagement, etc)
- Event promotion
- Offer promotion – users can claim a limited deal you’re offering via Facebook.
- Video promotions
For all of them you get to choose the ad placement, i.e. news feed or right hand side. For apps you can select just iOS or Android users, focus on certain countries, exclude certain groups of people.
The choices are endless.
So, let’s go through each example separately:
Page Post Promotion
Here, you have two options – you can either turn an existing post on your Page’s wall into a sponsored ad, or you can create an unpublished post ad (also referred to as Dark Post).
Users interact with this type of ads exactly in the same manner as they would treat a regular post – they can like it, can comment on it, if it includes a link they can follow the link or watch the youtube video you’ve attached. No rocket science.
If you choose to show your advert in the news feed – mobile and/or desktop, your text will be displayed as you’ve set it up. In the case of the right hand side placement – the ad will display only the first 90 characters of your text and will redirect people to your page once clicked.
To boost a post via the Ads Manager, at the campaign level create a Campaign and use the option Consideration > Engagement:
Then choose the type just below, you’ll want to use Post Engagement:
Then at the Ad set level, chose the audience:
Then the placement, you can use automatic option, or edit the placements for specific placements (we recommend setting your own placements), you can also choose which device types it shows on if you scroll a little further:
Then choose a Budget and schedule. The budget can be lifetime, or daily, normally we choose a lifetime budget. You can let it run continuously (until budget runs out) or over a time frame (great for offers):
Then at the Ad Level you can choose to create a new post, or use an existing post. In our case, choose existing post, then choose a post from Facebook or Instagram to boost.
The choose the Identity that is the Facebook Page and Instagram Page (optional) you are promoting to:
Then finally choose the Creative sections:
- Choose Post (From Facebook Page or Instagram Business)
- Set up URL parameters for more accurate Analytics Tracking
- Make sure you have the Facebook Pixel enabled
- Preview the different views
- Preview on your mobile device feed
- Switch between views and preview each
Once you’re ready, hit confirm and then once approved the ad will run.
A great trick which you won’t read in many articles – quite often while running Page Post Ads, you can squeeze from them a lot more new fans than from your Page Likes Ads.
This happens when your Post ad is successful and gets many likes from non-followers. All you have to do is go to the list of those who liked your sponsored post and click Invite besides each name.
Just remember to do it at the end of the day, or every 2 days – otherwise people forget about your ad and can’t relate to the topic anymore, and therefore are less likely to accept your Page Invite and follow you.
NOTE: Promote posts which include a visual – text doesn’t really get that much traction on its own (but you know that already from our previous posts, don’t you?).
Page Likes Promotion
With this type of ads, you focus on growing your following community, by encouraging users to Like your page and follow your posts and news. Make sure you use the Custom Audiences created with the help of your Facebook Pixels.
This time at the campaign level, also choose Engagement, but then scroll down and choose “page likes”:
The Ad creation process is very similar to the first one, choose the page, audiences, choose the placements and set the budgets and schedule.
Just select Promote Your Page from the Ads manager menu and select the Audience, Location, Age, etc.
The Page Likes Ad will usually run with your current Cover Photo as the visual, though you can upload any other image (cover photo size) if you want. You should also add a text caption.
We suggest keeping this simple and attractive. State in your advert directly who you are/what’s your product/what should the user who sees this do – Like Your Page / Become your Fan / Follow your Work. Don’t leave people wondering what they should do with this.
In this case, your ad takes users away from the Facebook platform and to the URL you’ve indicated. You can take them to your homepage or any other page. Just make sure the final destination is consistent with the message on the ad. Otherwise, your bounce rate will be skyrocketing. There’s nothing worse then clicking on an ad and not receiving the information that you were promised. Make sure you choose a relevant Call To Action button for your ad.
Again, the set up is very easy. When you add your website’s URL, Facebook will verify and display also your Pixel to it (if you have one installed), which will help you track those who access your website or perform certain actions (subscribe to your newsletter, buy your product, etc).
This time at the Campaign Level choose the objective Consideration > Traffic:
Again go through the steps of setting the options at the ad set level, and then tailoring the single ad.
Then set up the single Ad.
First choose the ad format, depending where you want users to go will depend on the type of ad you use. The most common would be a single image or video. For this tutorial we suggest using a single image:
With the single image / video and slideshow, you will choose the media, and upload accordingly. Facebook gives recommendations for each on the right hand side:
Finally set up the link structure, and modify text and check the previews:
Scroll down and on the left set any advanced options (optional):
Depending on your URL, Facebook will show you a preview on the visuals from that website page. You can choose to display just one or multiple, or add a completely different one for the ad.
What is great about this platform, is that they always show you the recommended size and remind you about the 20% of text rule.
If you haven’t heard of it – Facebook allows you to advertise only with images that have maximum 20% of text on them. There’s a special grid where you can test the images you plan to use for your ads. See here.
Publish the ad and wait for approval.
Similarly to the website promotion, you add a URL for this type of ad. It’s usually a link from AppStore or GooglePlay. If you have your app on both, you’ll have to set up an ad for iPhone users and then another one for Android users. Concept is similar to all previous setups.
By now, you should be a Pro in setting up any Facebook ad. If you need more visibility for an event that you’re organizing, add the event’s url and indicate your target audience. For this type of ads, the call to action would be “Interested” by default, which later sends notifications to those who subscribed to the event’s news.
At the campaign level, choose Engagement as before and then Event Responses:
NOTE: You don’t have to be the creator of the event, to be able to promote it.
At the Campaign Level choose the option Conversion > Conversions:
To create an offer that people can claim, i.e. a limited discount that you’re offering to the first 100 people who claim it, go to the ad set level, and enable the offer section, then choose “Create offer”:
Next you’ll want to add all the offer details, we recommend making the offer time sensitive as it can create urgency and better conversions:
Continue to complete the Ad Set level as before.
Finally choose the Ad type at the Ad Level, video / image options work great for Offer types campaigns. Once you have the ad level complete, just confirm to start delivering your offer.
Similar to posts, you can choose to boost the videos you uploaded directly to Facebook. The mechanism is similar to all the rest, so we will spare you the descriptions. Worth mentioning here is that Facebook favors its native videos compared to YouTube links that people add. So, if you experiment with promoting the same video, one uploaded to Facebook directly, the other through a Youtube link – you may get a lot more engagement with the native one.
NOTE: Same concept applies to all Facebook ads actually – since Facebook wants you to stay on their platform rather then leave and browse elsewhere, ad campaigns which keep users on Facebook often prove to be a lot more successful. Therefore boosting an image post may bring more interaction than boosting a post with a link to another website. This does not mean that you shouldn’t experiment and see which work best for your brand and products.
So, good luck with testing these out! Let us know if you have any questions. We will be posting one more, last part from the Facebook for Business series, in which we’ll explain how to monitor and analyze your Facebook page’s analytics. Stay stunned!