When setting up a new Facebook ad campaign, there are a lot of moving parts. It’s good to have a checklist of things to cross off, so you aren’t missing what is necessary to run a successful Facebook campaign. From targeting the right audience to creating the right assets, we will cover everything that is needed to run a successful paid Facebook ad campaign.
First things first. We need to create an account in order to start running ads. With Facebook Ads Manager, you will have the right tools to start advertising on the platform. Here, you can create and monitor ads, and see an overview of your campaigns from desktop or mobile. This link will provide you with step-by-step instructions on how an advertiser would launch a common campaign. It’s a simple process to get started.
Creating persuasive ad text is key for your consumer. We want to be as persuasive as possible in our ads, and it starts with ad copy. There are three parts that go into ad copy:
This will coincide with your Facebook ad copy. We want to create compelling assets that will immediately capture the viewer's attention. Whether it’s a video or image, it needs to be concise. It’s best to experiment with both video and images to see what works best for the message you are trying to get across. While video has been shown to be the king of paid advertising in recent years, we cannot forget about compelling imagery. Once you have a few versions of video and imagery, these can be added into a mockup generator to see your ads as a whole before plugging them into your Ads Manager.
Once you have all creative ready to go, it’s time to implement it into a campaign.
Once you hit the “create” button, you can select your objective and your budget. Facebook has 11 different objectives you can choose from:
Choose an objective based on the type of results you are looking for.
Next, you will enter in a lifetime budget or daily budget. Select “Campaign Budget Optimization” to easily manage your campaign budget across ad sets to maximize your results.
Ask yourself, who are you trying to reach with your message? Facebook has hundreds of thousands of targeting options to choose from. You can select an audience based on location, age, gender, work, finances, etc. You can also upload a list through Custom Audiences and retarget that way. Once you find an audience that is responding well and showing success based on your objective, you can save these audiences for future campaigns.
In order to continue with the ad process, we need to create a pixel to track results. The Facebook pixel is a code that is implemented on your website in a few easy steps The pixel helps bring visitors back to your website and find new leads/customers by creating Lookalike Audiences.
Once you have created your audience, set your budget, and added the Facebook Pixel to your website, it’s time to create your ads and launch your campaign. On the ad creation page, we will add our sets of ad copy along with our creative. Facebook gives you an option called Dynamic Creative and takes multiple components (images, videos, descriptions, headlines, etc.) to deliver ads that resonate well with certain audiences, and optimizes to deliver efficient results. If everything looks good, it’s time to submit your ads for review. If there are no problems with any ad sets or ads, they should be approved and launched within 24 hours.
Now that our ads are launched, we want to start viewing their performance and making any optimizations necessary. Your ads start off in a learning phase, as Facebook gets to know your audience. The learning phase can last a few days, so don’t panic if you aren’t seeing results right away. Facebook allows you to use multiple key metrics to view your campaign’s performance and reporting tools to learn about your audience and reach.
With your understanding of how to get started with paid Facebook ads, it’s time to start creating your own. Organic reach on Facebook has been harder to come by now more than ever, and as competition continues to grow on social media, the best way to reach your audience on these platforms is through paid ads.
With that in mind, we hope you now have a better understanding of paid Facebook advertising, and can start creating successful campaigns and reaching the right audience.