Before you can start printing money online, we need to start with the basics, and teach you how to set up an effective Facebook Ads campaign.
After playing around in the Facebook ads manager, it becomes much more simple. At first, however, it can be daunting. We’re going to take a 30,000 foot look at Facebook ads in this article.
Facebook Ad Campaign Structure
Before we teach you the nuts and bolts of setting up your first facebook ads campaign, let’s go over some basic info. There are three essential components to your Facebook ads campaign:
- Ad Set
The campaign is the broadest level of your Facebook ad. It is where you set your objective, such as video views, conversions, or link clicks. Your campaign will house ad sets.
An example I like to use is that you would have separate campaigns for getting people to purchase something on your store and getting people to submit their email – because these are different objectives.
With CBO, you set your budget at the campaign level. Then, Facebook optimizes your budget across adsets based off what it thinks has the highest probability of converting at that specific time.
Within each campaign, you will have a number of adsets. In each adset, you choose an audience.
Other aspects of the adset include scheduling, optimization (for conversion campaigns), placement (start with auto placements – don’t make the mistake of thinking you know more than FB!), and bid type (start with the lowest cost option). Within each adset are your ads themselves.
This is the final layer of Facebook advertising – the ad. The ad is housed within the adset, and is what you are actually showing your audience – the creative and the copy.
You’ll also need to decide the Facebook and/or IG page promoting the ad, the creative type (video, image, slideshow, carousel, collection, etc.), the copy (body text and headline), the call to action button, and the website link.
You can have multiple ads within each adset, and like your targeting, you’ll do lots of testing here.
Now that you have basic knowledge of the structure behind a campaign, we are going to cover the two types you need to know about.
The two types of Facebook Ads Campaigns
When first starting out with Facebook ads, there are two types of campaigns you need to know about: Prospection (cold traffic) and Retargeting (warm traffic). At first, you’ll mostly be dealing with prospection, so let’s start there.
Prospection (cold traffic)
Prospection is when you are targeting people who have never interacted with or seen your ads/product/store before. This is why you’ll hear people refer to it as cold prospection.
Since you’re targeting a cold audience, testing is very integral to your success. You can’t expect to be wildly profitable when first starting out, as you’ll have to go through trial and error to hone in on what works for your specific offer.
Retargeting (warm traffic)
On the flip side, retargeting is showing your ads to a warm audience. This means that the people you are showing your ad to have already had some sort of interaction with your posts, ads, or store. This can mean they were on your website, added something to their cart, or even just liked an IG post.
Since your audience here is already familiar with your brand, and likely expressed some degree of interest in your offer or product, you’ll likely see higher conversion rates with retargeting campaigns.
Remember, the type of ads you run for prospection should be different than the ones you run for retargeting. Now that you have a general understanding of the two different strategies, I can actually teach you how to set up an effective Facebook ads campaign!
How to create a facebook ads campaign
When you first get into the Facebook ads manager, you’ll see four tabs:
- Account overview
As you move/click to the right across the tabs, you move from the broadest aspect of FB ads to the narrowest. Click the green “create campaign” button to get started.
While Facebook support gets a pretty awful reputation for being unhelpful, they do a decent job walking you through setting up your campaign. Even if you’ve never done it before, its easy to follow along.
Step 1) Setting up the campaign level
The first step is naming your campaign and choosing your marketing objective. There are three main objectives:
- Conversion – conversions, catalog sales, store traffic
- Consideration – traffic, engagement, app installs, video views, lead generation, messages.
- Awareness – Brand awareness, reach
Your objective should simply reflect what you want to happen. For a lot of people, this is conversions on their store.
For others, it may be lead generation or simply reach. Only you know what you are trying to do with your campaign!
Next, set your campaign budget, and choose CBO (I personally get much better results with CBO). Choose your campaign bid strategy, and as I mentioned earlier, stick to the lowest cost for now.
Step 2) Setting up the adset level
Once you’ve set up the campaign, its time to set up your ad set. First, you’ll need to establish the conversion event – what do you want people to do when they see your ad? Purchase something?
Then, choose your targeting. Starting out, you’ll have to create a new audience. After your first campaign, you’ll be able to save audiences, and eventually use lookalike audiences (LLA).
You can specify the location, age, gender, and languages of your audience before moving onto to detailed targeting section. Under detailed targeting, you’ll choose the specific demographics, interests, or behaviors you want to target.
You should have an idea of who you want to target already, but Facebook also offers suggestions and a browsing feature if you want more ideas.
Before moving on, you’ll need to set your ad placements. These are the places your ads get shown – Facebook, Instagram, Messenger, and more.
Within each destination, there are specific mediums – such as the feed, stories, etc. For now, stick with automatic placement.
Step 3) Setting up the ad level
Once your adset is ready to go, you’ll move onto the final step – the ad. You’ll start with your identity – which page are you promoting on?
You’ll either choose an existing page you run or create a new one. Then, you’ll have to choose a creative type.
There are three types of creatives to choose from – carousel, single photo/video, or collection. Once you’ve chosen, you’ll add the media itself.
After you’ve uploaded your creative, you’ll move onto the copy aspect – the headline and the text. This should be captivating and mirror what your creative is trying to communicate. Keep it short and sweet.
After that, you’ll want to move onto the destination – where you want to send the user. This can be either a website or a Facebook event. Enter the URL, and set your call to action.
Finally, you’ll set up your tracking. This is where your Facebook pixel comes in. After you’ve installed it, you’re ready to publish your ad. It will go into Facebook’s review process before going live.