A properly structured Facebook Ad campaign organizes your ads and makes it easier for you to measure results and test different audiences and or creative to help you determine which ads work best for reaching your campaign goals. Additionally, well-organized ad campaigns allow you to look back later and easily identify which ads performed well in the past and may help you strategize which types of ads to run in future campaigns.
Use the Facebook Custom Audience feature to target audiences.
Leverage Facebook’s Custom Audience feature to target audiences more granularly. Nosto will pre-create audiences for visitor, add-to-cart, and recent buyers for different time frames that you can easily include or exclude from your campaigns. You can use Nosto audiences to include/exclude existing audiences you’ve created in Facebook Business Manager very easily. This feature is especially useful to prevent showing more ads to audiences you’re already targeting in live campaigns. As a general rule of thumb, we suggest excluding folks from your Custom Audience who have just purchased in the last couple of days or in the last week.
Retarget Based on Ad Engagement
Spinning off that Facebook video ad strategy, let’s say you’re averse to advertising with video but still want to reach an audience based on their level of engagement with your advertisements. The good news is, you can retarget based engagement with any kind of ad, including simple Facebook image ads.
Use the same strategy as you would apply to the video advertisements: Start with top-of-funnel content geared toward general audiences with generalized offers. If a viewer engages, add them to an audience defined by people who clicked on the ad. Serve those people more specific messaging, moving them closer to making a purchase. Just remember to exclude them from the generalized audiences if they’ve engaged by excluding your more specific audiences from your ad targeting! This way, you’re always guiding them closer to your conversion goals.
Build a Highly Targeted Audience with Broad Targeting and Specific Messaging
Another way to concentrate a highly optimized audience from broad targeting is to pick overly broad targeting options but use a specific message to act as a sieve—through which people who identify with the message will push where others will not.
So what does this look like? Let’s pretend you’re a flower shop promoting a special offer this fall where you’ll knock off 40% for wedding arrangements. You know you could use people who are newly engaged, but what if you’re missing people who maybe haven’t updated their engagement status publicly yet? Furthermore, would men be as useful for targeting as women? This is your first time running ads, you’re not sure of a lot of variables, and you don’t want to be overly specific and potentially overlook an audience.
You’d pick 18 to 50-year-old people, men and women, within 60 miles of your business. The kicker, though, is that you cater your message to newlywed audiences, opening with “Calling all brides- and grooms-to-be! If your wedding is this fall, we need to talk!”
For your imagery, you choose a happy wedding couple, arms in the air, with a beautiful bouquet set between them. Set your optimization to conversions, only pay per click, and let the algorithm do its work. In this way, your ad will be shown to a large number of people, increasing brand awareness.
However, only the people who are most interested—hopefully, those getting married this fall—are really encouraged to click. You’re achieving two goals at once, and without being overly narrow you’re building a Custom Audience from all kinds of demographics. This kind of an audience is ideal for building a Lookalike Audience, as the most significant data they all have in common is engagement with your ads.
Facebook Ads Campaign: Determine What Your Business Needs
Your Facebook Ads Campaign Objective
The first thing you need to determine when setting up a Facebook ad campaign is your advertising objective or goal. Creating a plan of action including identifying your campaign goals will help you run a successful Facebook ad campaign. You know your business best – what is it your business needs? Does it need traffic to its website? Are you looking for social media engagement? Maybe you want to raise local awareness for your brand. Figure out what your objective is before you begin planning your ads.
Your Facebook Ads Campaign Audience
Before you begin to actually build your Facebook ad campaign in Ads Manager, you will also need to determine what audience you are trying to reach with your ads. Again, you know your business best, and you will probably know who best to target based on age, gender, and location. You can also target people who are interested in a certain product, activity, etc. For instance, if you run a pet food company, you’ll want to include interests such a dogs or cats into your targeting. You can also retarget by setting a custom audience made up of people who have in some way interacted with your business, maybe on your website or app.
If you don’t know which audience is best to target, you can test multiple audiences! This can be hugely beneficial in meeting your advertising goals. Test the same ad on different audiences and check back to see how each ad performed. This will clue you in on which audience is best to target for a specific objective the next time around.
While you can always adjust or change your audience throughout your campaign once you review how an ad performs, it is important to have a sense of the audience or audiences you want to target prior to setting up your Facebook ads campaign.
Create an Ad Plan for Your Facebook Ads Campaign
When setting up a Facebook advertising campaign in Facebook Ads Manager, it is crucial to create a precise, detailed plan of action for your ads. It is not enough to have a general idea in your head outlining what you want to get out of your ads or approximately how much money you are going to spend. Get your plan down on paper and be consistent to see results and monitor your Facebook ads!
Creating a mapped out plan on paper before you begin to build your campaign on Facebook will help keep everything clear and organized. It will also help you to catch any errors that may occur when you set up the campaign in Facebook Ads Manager. For best results, set up a consistent Facebook Ad naming system for your business and use it within the ad plan and when setting up your campaign in Ads Manager!
Set Up Your Facebook Ads Campaign
After you have your ad plan finalized, you can begin to build your Facebook ads campaign using Facebook Ads Manager! Simply go into your Facebook Ads Manager and click “create” to get started setting up your campaign! There are a number of steps to this process – but because you have already taken the time to create a detailed plan, it won’t be too hard to implement it.
Set Your Facebook Ads Campaign Objective
The first thing you must do is set the objective for your Facebook ads campaign in Facebook Ads Manager. Once you are in Ads Manager and you have clicked “create”, entering your campaign objective will be the first step. In your ad plan, you’ve already chosen an objective or two. Facebook provides many options for advertising objectives. Your job is to make sure you place the correct ads with the same objective in the same campaign. Don’t forget you can create multiple campaigns if you have multiple advertising objectives. This will help to keep them simple and separate, which will make it easier for you to check on how they have performed afterwards.
Set Up Your Facebook Ads Campaign Ad Set
The next level of your Facebook ads campaign is the ad set level. Select “Ad Set” in Ads Manager – Creation (it is beneath “Campaign” – where you just set your objective). The ad set level is where you will set the dates for your campaign. This is very straightforward – simply select the dates you would like the ads to run, which you have likely already determined on your handy-dandy ad plan!
At the ad set level of the campaign, you will also set an audience. Targeting is very important to advertising and it is important to be purposeful when setting your target audience. At this point, select the audience that you have determined when you created your ad plan.
Finally you will set the budget that you determined in your ad plan at the ad set level. Facebook makes it very easy to set your budget. We can’t tell you how much is the “right” amount to spend. Do what you can with the resources you have – and after your ads have run, you can look at the results to determine which ads you should be giving more of your budget, based on how well they perform.
Set Up Your Facebook Ads Campaign Ads
The last step in setting up your Facebook ads campaign in Facebook Ads Manager is setting up your Facebook ads. This is where you set the creative for your ads (the copy or text and image or video that makes up the ad – this is what will appear on your audience’s screen). Beneath “Ad Set” on the Facebook Ads Manager – Creation page, you can select “Ad” to set your ads.
Again, Facebook Ads Manager gives options. You can opt to include a single image or multiple images, video, slideshow, URL links, and call-to-action buttons. Depending on what objective you have set, there may be a limit on the type of ad you’ve created (for instance, the objective of video views only allows for ads containing videos).
After you have created the individual ad and double-checked it against your ad plan, you can go ahead and publish your ad using Facebook Ads Manager!
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