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How to Create a Facebook Ad - Part 3

How to Create a Facebook Ad - Part 3

Drive Traffic


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min read

Part 3: Set up and optimize


OK, so you’ve finished preparing everything needed for your ad campaign and it’s time to start. You can review the last article which describes what you need to prepare in order to create a Facebook ad.


Your first step is to go to the Facebook ads manager.


In order to access the ads manager you’ll need to be logged into your Facebook account. (If you don’t have one then you need to sign up for Facebook first.) To learn more about Facebook accounts go to this post.


Once you’ve logged in and selected your ads account, your screen should look something like this:


Now press the green “+ create” button under the campaign stab to create a new campaign. Alternatively, you can select the “Create Ad” button and it will automatically create a new campaign.


You’ll get the option to choose a campaign objective as previously discussed in part 1 of this series. Let’s have a look at it again.


Set Your Facebook Campaign


In this example we’re going to choose the campaign objective to be “traffic” and aim to get more people to visit a website.  

You’ll see that there is a small “i” beside the objective that shows a short description. You can use this to find out about all of the campaign objectives before you make your selection.


At the bottom of the campaign objective screen there’s an option to name your campaign. You can add the name later, but we’re going toput our name in now so that you understand better how everything works.  


When you expand the options with the little arrow on the right you should get something like this:

This is where you add the name of your campaign. You also see that you can create an ad set in the campaign. And in the ad set you cancreate an ad. You can have multiple ad sets in one campaign and multiple ads in one ad set. Right now we are creating one ad set and one ad in that ad set.Later, you can create more ads and ad sets.


Once you continue, you’ll start setting up the first ad set in the campaign.


Optimizeyour Ad Set 


In this example, the traffic is being driven to a website. You can see there’s an option to use dynamic creative. This means that Facebook automatically combines different creative elements in an ad to test out which combination works best. We’re going to assume that for this ad set we won’t be using dynamic creative. There’s also an option to create an offer, which means that you can give customers a discount. For now we’re going to leave that off too.


Budget & Schedule


When you scroll down you’ll see the options to create a budget and schedule for the ad set. You can select a daily budget or lifetime budget.

1)    Daily budget – this allows you to set an approximate limit for how much you want to spend per day for the ad set. A daily budget is easy to setup. But, Facebook will always automatically aim to spend your entire daily budget. It keeps showing your ad until you’ve spent your budget. This means even if your ads are performing poorly on a specific day, you’re going to be spending the same amount (and getting worse results). You can change your daily budget but it should be gradual adjustments in order to perform well with Facebook’s algorithms.  


Lifetime budget – this allows you to set a budget for the entirety of the campaign, which has an end date. One big difference is that this option allows you to set a schedule. A schedule allows you to have your budget adjusted to suit the performance of your ads so that you’re spending more at the times that you’re getting better results. One of the most difficult aspects of a lifetime budget is that the amount you spend won’t be consistent, so you’ll have to anticipate ongoing fluctuations.

Audience *this could be another article on its own


Once you’re done with your budget and schedule, you’ll scroll down and see the options to define your audience.  If this is your first time creating an ad campaign on Facebook then you likely don’t have a saved audience so you’re going to create a new one.

Before you move ahead to define your demographics, you have the option to create a custom audience based on another source of contacts. You can see this option by selecting the “create new” arrow and it will open up the option to create a “Custom Audience” or a “Lookalike Audience”. The Lookalike Audience applies if you’ve already created previous audiences. For more information about it, visit this link.

If you want to create a custom audience, you can select from a list of your own sources and Facebook sources.


One of the ways that you can add an audience from your own sources is to target visitors to your website. So if you’re trying to drive traffic to your website, it’s possible that you would like to re-target someone who visited your website but didn’t find out specific information about your business. So now you would like to show ads to this audience and have them go to a specific website page. Using a custom audience from your website is done though Facebook pixel. You can find out more about that in this link.

If you don’t want to add a custom audience, then you would simply proceed to enter the rest of the demographic targeting.

There’s an option to add locations in bulk. So, for example, if you have a list of specific cities you would like to include then you can add them all at once. In fact, if you would like to target specific postal codes (like a throwback to sending flyers in direct mail) you can add that list too.


Once you’ve chosen the target location for your audience you can fill out the age range and gender.


Next you have the option to add detailed targeting. It’s broken up into three sections: Demographics, Interests, and Behaviours.


There are various subcategories that you can select from. If you look at the example below, you’ll see that there is a pop-up on the right that shows the size of the audience and gives you a description.

In the detailed targeting you can choose for it to include people who match your selection, or to exclude people who match your selection.


If you use detailed targeting, Facebook also gives you the option to choose if you want to reach people beyond your selections when it’s likely to improve performance.


Next, you can set your language. It’s likely that you’ll be leaving this blank, but there are certain circumstances where you could have ads for other languages.


The last part of setting up your audience is if you want to add a connection type. This is shown below.

Once you’ve got all of this done you have the option to save your audience and re-use it for other campaigns later.

Brand Safety


If you would like to have more control over where your ad appears or shouldn’t appear, you could change the settings in “Brand Safety”. For example, if you don’t want your ad to appear in places with your competition or in places with specific content topics. Using these settings will lower your reach but it might be something you would consider in specific situations to maintain the integrity of your brand.  


There is also an “Inventory Filter” that you change based on your ad containing certain types of sensitive content.



Optimization& Delivery *this could be another article on its own


This next section is important to understanding how your campaign will function and how it ties back to what you selected as your campaign objective.


Based on our current campaign objective settings for “traffic” (in the “Consideration” category), we have the choice between:


·        Landing page views –get the most people to visit your website

·        Link Clicks – get the most people to click on your ads

·        Daily Unique Reach  ­– get the most new people to see your ad

Impressions – get your ad seen the most times

You need to choose one of these options for Facebook to optimize the delivery of your ads. Remember, your ads are shown based on an auction. So when Facebook is bidding you need to choose the setting that will make the right bids based on what your overall goal is.


Since our objective is to direct traffic to a website, we should choose the “Landing Page Views” optimization. This means that we are trying to get the most people to visit our website. You would need to use Facebook Pixel to track this optimization. Although “Landing Page Views” and “Link Clicks” are both PPC and seem similar, the “Link Clicks” optimization is for any links clicked on the ad. It’s possible to use it to direct people to a landing page link. However, it will measure this based on the people clicking the link, not on who finished loading the web page (which Facebook Pixel would measure for you).  


It’s important to note that if we were to change our campaign objective, then the optimization settings here change too. For example, if you chose a “Conversion” campaign objective, you would be presented with the options to choose:


·        Conversions

·        Landing page views

·        Other options (Link Clicks, Unique Daily Reach, Impressions)



Once you have selected your optimization for ad delivery, you can choose to set a cost control (either a cost cap or bid cap). Otherwise, Facebook will spend your daily limit.

If you choose a Bid cap, you can choose your delivery type to be accelerated. This is a feature you might want to use if you are doing something such as a promotion that’s time sensitive.


To wrap up this section, you will need to set if you are going to use pay-per-impression (PPI) or pay-per-click/cost-per-click(CPC).  The CPC option is available after you have spent some money in the account. PPI means that your account will be charged each time your ad is shown. CPC means that your account will be charged when someone clicks a link in the ad.  


Okay, that was a lot to get through. But once you’ve set up your first ad set, you’ll know what to do when you create another one so it should go faster.



Create Your Facebook Ad

If you’ve made it this far you’re finally at the part that you create the actual Facebook ad. This is where you will need to choose the format of your ad, configure it, and upload your media to create the ad.


Ad Setup


First you’re going to select the type of ad based on what type of ad media you would like to display. For more details on how to choose and optimize your ad content, see this article.  


Now you’re going to configure the content of your ad creative.

Finally, you have the option to add languages and tracking.

Time to Publish Your Facebook Ad


You’ve created a campaign, an ad set, and an ad. You can finally publish your Facebook ad and start running your campaign.  In order to run a successful campaign you might want to create multiple ads and even multiple ad sets. Once done, you can compare which ads are bringing you the most paying customers. Once you’ve dialed in on the right settings and ad creative, you can direct your budget to ensure you are investing wisely. You can successfully use Facebook ads to grow your business.

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