Launch your Facebook Ads campaign (IV)

It’s time to create your own Facebook Ads campaign, but before you start you must be clear about how it is structured and what you must take into account before generating your first ad.

Any user can advertise their Facebook page or a specific post by clicking on the promote button that appears next to the content when we access our page. However, Facebook has a tool, the Business Manager, which allows us to create, control and manage our campaigns at a more professional level and in a simple way.

Structure of a Facebook Ads campaign

Before creating a campaign we must be clear about the objective of our campaign: traffic, reach, fans, clicks… If you are not sure, take a look at this article where all the features of this type of advertising are explained: Facebook Ads: which campaign to choose according to my objectives.

Set of advertisements

Once we are clear about the objective of our campaign, it is time to define our ‘ad set’. In this part is where we define the segmentation that we will use in our campaign, that is, what type of audience (target) we want to reach. Within this section we can choose the location (for example Spain), the placement (Facebook and Instagram), the age (from 25 to 35 years old) and many other variables such as Interests, Behaviors, Demographics etc. In this part it is important to keep several things in mind:

– Location: the bigger the city or country we are targeting, the more reach we will get, but we will have lower quality users and Facebook will not consider your ad as relevant. Define well where you want to target. Adding several cities instead of entire regions can help. Remember that you can always exclude markets where you don’t want to target your campaign (e.g. Spain excluding the Canary Islands).

– Budget and dates: the longer a campaign lasts, the more possibilities we will have to reach a greater number of users and the cheaper our campaign will be. However, it is possible that the user gets tired of seeing our ad quickly, so in long campaigns, it is better to change creativities (images, videos and texts that make up our ad) frequently in order to ‘refresh’ our campaign.

Regarding the budget, Facebook can define a bid (the price you are willing to pay for an interaction) automatically, but if you do not want to exceed a certain price (for example more than 0.30€ per click) then you can define it manually. Remember also that the campaign objective defines what you want to achieve (e.g. clicks to the website) but you can modify the action you are going to pay for in your campaign (e.g. per impressions). Changing the bid type alters the results of the campaign and depending on the type of creative, one or the other may be more convenient.

Advertisement

The ad is the post we are going to use in our campaign. You can create one ad hoc for your campaign or use an existing post. Remember that depending on the objective of your campaign you will have to use a specific type of format. For example, for a campaign with a web traffic objective it is highly recommended to use page post links and image carousels, but not photo page posts. In the latter format we will not have a call to action button and if we want to use a link, we will have to put it together with the rest of the text, so it will not be attractive to the user and the results will not be good.

How to create your own post for a Facebook Ads campaign

The easiest way is to use the Posting section of the Business Manager Page. Once you are in, go to Post Ads and click on Create Post. Choose between a Link Ad (for traffic or video campaigns), Sequenced Ads (carousel of images or videos), Photo or Video.

At this point you will have to fill in the fields for each post. In the case of a link page post, we will need a url (it can be tracked), a text for the post, a call to action button (you will have to choose one from the list), the title of the link, the text of the url (if we are redirecting to a long url of agenciareinicia.com, we can put only the domain name so that the user knows where he is being redirected to), the description and the multimedia content (photo or video). Once all the fields are filled in, we have two options: publish in organic or only promoted. A promoted-only post will remain hidden and will not be published on the page wall. It will appear only within our campaign and for as long as it remains active. If we choose to publish it in organic, it will appear on the wall as another publication and we will also be able to promote it, except that once the campaign is over, the publication will not disappear from the wall.

If we do not want to create the publication from scratch, we can take any post already published on the page and promote it directly, either by clicking on the promote button that appears when we are administrators or advertisers of the page, or by copying its ID (the fifteen digits that appear at the end of the url of the post) and adding the ad to the campaign directly.

How to use retargeting in my Facebook Ads campaigns

Remember that one of the most interesting tools is the use of retargeting thanks to the Facebook pixel. The pixel is a code to be inserted in the web page. The pixel is unique but can be customized depending on the ‘event’ we want to measure: product purchase, page visits, form registrations… Once applied on the website, we can create an Audience based on all the users that have been registered by the pixel. In this way we will be able to create campaigns that target those users directly. This strategy is very effective because it allows us to retarget users who have shown enough interest to come to my website with a new creative and therefore increase the chances that these users become customers.