This step-by-step-tutorial is designed to help you with everything you need to know about Facebook advertising, in order to successfully set up your first Facebook ad campaign and achieve good results. Just like with the Business Manager tool, Facebook has created two ad management tools that you can use for free, to set up, manage and edit ad campaigns: Facebook Ads Manager and Power Editor. If you don’t have a Facebook ad account or a page yet, we have explained those steps in our previous blog post ‘How to set up Facebook Business Manager‘. If you would like to find out more about how Facebook ads work, or some of the advantages of advertising on Facebook over other platforms, you can check out our Beginner’s Guide to Facebook Advertising.
Before we jump into it, let’s have a look at the structure of a Facebook Campaign:
A campaign is structured into three levels:
- Ad Set
A Campaign has one objective and can contain multiple Ad Sets. So, if you want to drive traffic to your website and get Likes to your Page, you are going to need two campaigns, as those are two different objectives.
Ad Sets can include multiple ads. They have their own targeting, budgets, schedule, bidding and placements.
Ads can have different landing pages (URLs), use different images, and different ad copy.
Step 1: Choose an Objective for your Campaign
You can choose from the following campaign objectives:
- Brand awareness
- Local awareness
- All installs
- Video views
- Lead generation
- Product catalog sales
- Store visits
Choosing an objective is a crucial step, as it determines your campaign settings and options available, such as different bidding strategies or different ad formats.
Step 2: Define your Facebook Audience
Location and Demographics
Interests and Behaviors
Step 3: Set up your Ad Creatives
- Do not use blurry, low resolution or bad stock photos.
- Do not write ad copy that is too long. Make sure your ad copy is straight to the point, stick to important information to ensure your audience will engage while scrolling on their newsfeed.
- When you choose the image, and write the text, think with your customer in mind.
- Place your main value proposition in the image, so that your audience reads it as they see the image.
- Use images that are 1200 x 682 pixels, making sure they are properly displayed on all devices/screens.
- Mobile News Feed
- Desktop News Feed
- Right Column
Step 4: Define your Bidding Strategy
- If you bid too low, your campaign might not get enough exposure. This might be limiting for your campaign and reaching your goals.
- Bidding high does not mean you will win the auction, as there are two other factors that play a role (see above).
In terms of bidding strategies Facebook offers a range of different possibilities: CPC (Cost per Click), CPM (Cost per Mile), Conversions, Daily Unique Reach, Post Engagement and more.
- CPC bidding is probably the most common bidding strategy. It allows you to bid for clicks. The key thing here is that the higher your CTR, the lower your CPC.
- A CPM bidding strategy means that you are bidding the maximum of what you are willing to pay to deliver 1,000 ad impressions. You should use this for things like increasing brand awareness or a product awareness. But be careful – you can spend a lot of money quickly without much results.
- With Bidding per Conversions, you probably get the best results. Facebook will try and show your ads to the people who are most likely to complete your goal (campaign objective). When bidding on Conversions, you need to make sure you have Facebook’s pixels installed, because conversions like subscriptions or downloads happen outside of Facebook’s platform on your website.
- The bidding strategy “Daily Unique Reach” is almost the same as CPM bidding, except your ad will only be shown once a day. You tell Facebook what reaching 1,000 people is worth to you and Facebook makes sure your ad is seen by as many people as possible, but not more than once a day.
- With bidding on Post Engagement, you can monitor metrics like total actions people took on your ads (comments, likes and shares) and pay per post engagement. This bidding strategy works well if you would like to improve interactions with your page posts.