Lately, I’ve been testing and putting what I’ve learned about the basics of Facebook ads into action. Theory is great, but knowledge is truly solidified through doing. I know, I know. It can be scary when you don’t feel confident yet and there’s money on the line to be lost. That’s why you don’t have to be extremely risky with your first Facebook ad campaigns. Go easy ― $5 here, $10 there. No biggie! With Facebook Ads Manager and Power Editor alike, you can tweak and alter your ads whenever you like. With little to lose, you have every reason to try out some of those handy tips you’ve learned from the likes of Ben Malol, Joe Soto, and Chris Record. Remember ― they didn’t get to where they are today by merely reading blogs (like this one) or watching video courses. They applied their knowledge and practiced, practiced, practiced.
So, maybe you just need a refresher about all of the basics of creating a campaign with Facebook Power Editor before you take the plunge. No problem ― I got ‘chu. Let’s take a gander together! By the way, I’m speaking about Power Editor because I’ve heard the advice from many Facebook ads gurus to focus on that rather than the Ads Manager. I was highly tempted to stick to the Ads Manager because I found it to be a lot more comprehensive, however alas, Power Editor is superior and, therefore, must be learned.
Okay, so what exactly is the structure of a Facebook ad campaign? There are 3 basic levels.
The first step in creating an ad campaign is choosing which kind of campaign you’d like to run. From Business Manager, you’ll click onto Power Editor and then find a button called “Create Campaign”. Bingo. From there, Power Editor will give you multiple different objectives to choose from, and so this is where you decide what your overall goal is for your campaign. This is important as your ad sets and ads will need to be cohesive with the objective you’re trying to accomplish. The main objectives that you can choose from are Traffic (formerly known as Clicks To Website), Brand Awareness, Reach, Engagement, Video Views, Lead Generation, App Installs, and Conversions. If you hover over each objective, you’ll find a short description of what each objective entails as this may not be completely obvious and transparent if you’re new to the Facebook ads game.
While I haven’t tried every single objective, I have tried the Traffic, Engagement, Video Views, and Lead Generation objectives. The next objective that I’m eager to test is Conversions, but that’s a monster in and of itself. An example that I can speak to from personal experience is the Engagement objective ― particularly with the intention of gaining Page Likes. Our brands The Stick Case and Arrow View Media are still very new, so we want people to engage with and like our Business Pages in order to gain social proof.
For our product The Stick Case and our digital marketing agency Arrow View Media, I ran Engagement campaigns and gained approximately 1,000 – 1,500 Page Likes within a matter of 3 days. For The Stick Case, the cost per Page Like reached as low as $0.001. I’m still currently running an Engagement campaign for Arrow View Media and our cost per Page Like is at $0.02. We’re not quite in the Triple Zero Club yet (Shoutout to Chris Record!), but we’re getting there. I can smell it! Anyways, as you can see, Facebook ad campaigns entail specific objectives so I highly recommend you become familiar with them so you know when and how to use each one.
2. Ad Set
When you’ve completed choosing the type of objective for your campaign, you will need to sort out all of the nitty gritty details. That’s where your ad set comes into play. Within each campaign, you can have multiple ad sets so that you can split test and make adjustments between similar ads. In all honesty, I find filling out the details of my ad sets to be the best part of the whole campaign process. I don’t know ― there’s something intriguing about ever so carefully choosing who I’m going to target my ads towards. Maybe I’m just creepy. Meh. Nonetheless, your ad set is where you will add the most crucial information in regards to targeting your ideal audience. You will select their location, age, gender, interests, and behaviours. Again, if you’re not exactly sure who your target audience is, you can split test between varying audiences and monitor which one is engaging most.
Once you’ve selected your audience, you need to choose your placements for your ad. By default, Facebook will have “Automatic Placements” selected, however I recommend you edit the placements. You may have no need to run your ad on Instagram, for example, and the last time I checked, ain’t nobody looking over at the right column. It’s just a waste of money. In my own experience, placing my ads within the Facebook feeds of my audience has been most effective, by far.
Lastly, you’ll need to choose your budget and schedule. There often tends to be a bit of confusion surrounding the options of Lifetime Budget and Daily Budget. Essentially, the difference between the two is that a Lifetime Budget will spend your budget evenly over the ad set’s lifetime, while Facebook will spend your Daily Budget within each 24 hour day of the set’s scheduled time. For example, if I choose a Lifetime Budget of $100 over the course of 4 days, Facebook will spend about $25 per day. If I choose a $100 Daily Budget for 4 days, Facebook will spend a total of $400 over the course of those days. While some may say there isn’t a huge difference between the two types of budgets, I’ve used both and I suggest using a Lifetime Budget since the Facebook algorithm optimizes your ads more accurately and reaps better results over the scheduled time ― at least in my opinion.
The last step in your campaign is, of course, the ad. Your ad is made up of all your creatives. Currently, you can create a video ad, static image ad, or a carousel ad which is a slideshow of numerous static images. Although any well-executed ad can grab your audience’s attention, it goes without saying that video will always draw in more engagement than any static image ― especially since videos automatically play in the feed when you’re connected to Wifi. It’s always a good idea to add some sort of text to your videos since, although the video will play, it will not produce sound unless a user decides to turn up the video’s volume. Whether the text is located on the top and bottom borders of your video (Refer to screenshot of my current video ad) or by inputting captions, it absolutely does help grasp the attention of your audience.
The areas where you can add text above and below your video varies depending on the overall campaign objective, however in most cases you’ll find a single spot to write a caption over your ad. This text caption needs to, again, really demand your target audience’s attention and you can do so by using trigger words such as “shocking” and “unbelievable”. Nothing beats playing up good ol’ human curiosity. You can take a peek at how your ad’s video, image, and text appear on both desktop and mobile, which is definitely necessary as the number of mobile users continues to rise. There are about 1.05 billion mobile-only active monthly users on Facebook, and about 56.5% of all Facebook users only log in from mobile devices. Yep. Make sure that ad looks good from all angles.
Well, I hope this recap of all the fundamental levels of creating a Facebook campaign to be helpful. Of course, I will keep you afloat as I continue to apply the many theories that I’m learning to my business’ ad campaigns. Creating effective and successful campaigns isn’t something that can be learned overnight, and that’s why it’s imperative that you stay up-to-date with Facebook Power Editor and take action while intaking new knowledge. Even if you decide to take baby steps instead of diving in head first, don’t be paralyzed by imperfection. After all, confidence comes with competence, and the only way to become more competent is through consistent practice.