Friday, July 17, 2020

Facebook Ad

In this third chapter of our Facebook Ads Beginner’s Guide, we’ll walk through the entire process of setting up your first ad campaign in Facebook Ads Manager.

What is Facebook Ads Manager?

What is Facebook Ads Manager?
The Ads manager is where you go to create and manage your campaigns, of course! In full, you can use the ads manager to:
  • Set up Facebook ad campaigns
  • Create new ad sets and ads
  • Manage Facebook ad bids
  • Target many different audiences
  • Optimize your ad campaigns
  • Keep track of your campaigns’ performance
  • A/B test your Facebook ad campaigns.

How to use and navigate the Ads Manager

There are three ways to access your Facebook Ads Manager account:
  1. Use this link that will take you to your Ads Manager account (You better bookmark the link for quick access!)
  2. Click on the drop-down arrow in the upper-right corner of any Facebook page (that you have Admin access to) and select “Business Manager” in the drop-down menu.
  3. Use Facebook’s Ads Manager mobile app to access and manage your ad campaigns anytime and anywhere.

If you’ve never used the ads manager before, it can be quite a lot to take in at first. The bulk of your screen will consist of four tabs:
  • Account Overview
  • Campaigns
  • AdSets
  • Ads

Let’s have a look at this map to get an idea of how to navigate the Ads Manager:
Once you start clicking around, you will find that there are all kinds of data and tools available for you to use.
All of your advanced reports, pixels, saved or custom audiences and other tools are available in the top left corner of the screen where it says “Ads Manager”. Hover there and then hover over “All Tools” in the bottom of the window to view all of your creation, planning, measurement, and asset tools you should be using as well as your settings for the ad account.
You should have a pretty basic understanding of navigating the ads manager now, so let’s jump into the fun part- our first campaign!

How to Set Up a Facebook Ad Campaign

In order to create a campaign, you should of course be on the “campaigns” tab. From there, click on the green “+Create” CTA to create a new campaign from scratch!
Create a campaign in Ads Manager
Facebook does a good job to guide you through creation. Once You’ve selected to create a campaign, you’ll see this:
A bit daunting for the first time, isn’t it? Fear not, we’re doing this one together and it will be a breeze.

Step 1: Select Your Campaign Objective

Now, on Facebook you can choose from a handful of campaign objectives that match your advertising goals. For example, if you are looking to drive traffic to a physical location you would use “Local Awareness”. If you’re driving traffic to a website, you want to use “Conversions”.
Here’s the complete list of Facebook campaign objectives available:
  • Brand awareness
  • Local awareness
  • Reach
  • Traffic
  • Engagement
  • App installs
  • Video views
  • Lead generation
  • Conversions
  • Product catalog sales
  • Store traffic
  • Messages

How to choose your campaign objective?
Choosing your objective is important, as Facebook uses this to determine other elements of your campaign such as available ad formats, bidding options and the way it optimizes the campaign.
You should always select the objective that best reflects your desired outcome for the campaign. If you are promoting a website,  you will most likely be running a conversions campaign. That’s the campaign type we will create today.
If your campaign’s end goal is to for example submit information to you via a lead form,  then you should select the lead generation objective instead.
So, we’re creating our conversions campaign.

Step 2: Give Your Ad Campaign a Name

After we have decided our campaign type, let’s give our campaign a name. This may seem like a fairly simple step, but it is actually very important to adopt useful naming conventions for your campaigns when you start with Facebook advertising so you can easily organize your campaigns as you scale and run more of them. It also sets you up for hyper-efficient reporting later on when it comes time to analyze your results.
For example, you should always include the date range the campaign will be running in your campaign name. Depending on whether you are advertising for your own business or for clients, you can add more elements in your campaign name:
  • Client name/ website
  • Target Audience/ Location
  • Custom Audiences
  • Creative Type ( Video? Carousel?)
  • Facebook Page, etc

Hopefully this gives you some good ideas to keep your campaigns organized and simplify reporting later on with custom campaign names. After you select your objective, you can also choose to create a split test on the campaign or optimize your budget.

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