UPWORD Consulting - Week 8

Facebook Advertising Campaigns


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Hi, this is Travis and today we'll be going over how to create a Facebook advertisement in Facebook ad manager. Before we get started, I just want to go over the structure of how these ads look. They're very similar to how Google Ads structures their campaigns where you have a campaign level, an ad set level, and an ads level. In the campaign's level, that's where you select the objective and goal you want to achieve within the campaign. And the ad sets level. That's where you set the budgets, the bidding and the targeting, or who you want to reach for this campaign. And then the ad level, that's where you place the imagery and the copy, which we do have from previous video from Luke on how to create ad copy for Facebook ads, that's where you place those. So to get started, let's click the green Create button right here. Now after you click the Create button, you'll be presented with a few different options on goals you want to achieve for this ad. They're separated by three different parts of the funnel. So you have awareness, which is top of funnel where you can place advertisements that are focused around getting the most reach, or getting the most impressions daily consideration which is in the middle of the funnel, that's where you're going to find your traffic advertisements. Engagement, if you want more people to engage with your posts, app installs, video views, lead generation if you want people to fill out a lead form messages. And then conversion, which is bottom of the funnel, that's where you can set the ad to have a specific conversion action that you define. So it could be purchases, it could be landing page views, it could be filling out a lead form if you have a lead form on a website. And then you have catalog sales. If you have an e commerce catalog set up in Facebook, and then store traffic, you can actually run ads to get more foot traffic into your store. And Facebook will track it that way. With a little bit of extra setup. For today, we're going to choose conversions as the campaign objective. So let's go ahead and click that. And then right away, you'll get the option to enter how you want your campaign ad set ad named. But we'll just click Continue. We'll do that as we create the advertisement. So as you can see here, those are the three different layers I was talking about right now we're in the campaign layer. So let's go ahead and give this campaign a name. And then right below that, you'll see special ad categories. So if you happen to be running an ad that has to do with any sort of social issue, elections, politics, housing, credit employment, then you want to declare that here, if you do not declare that and you run the ad anyway, and Facebook does see that you're running an ad that has to do with one of these protected or special categories, then you may risk getting your ad manager shut down. So make sure you declare this ahead of time to mitigate any sort of risk of getting your ad manager account shut down. campaign details. This is where you select the you did this already. But this is where you select the campaign objective and buying type. So of course, we're doing auction that's the only option there. And then campaign object objective. That's just what we chose. In the beginning, it's already selected. Because Facebook already asked that show more options, you can set a campaign spending limits. So if you set the campaign to have a daily spend, but you don't want to spend past, say $1,000 per month, this is where you you enter that cap in, just go in here ad campaign spending limit, we'll put it at $1,000. And if you set that it'll spend $20 per day. Or if you have a higher daily spend up to $1,000. For this campaign, we're not going to have a spending limit, we're just going to spend $20 per day and this will be an evergreen ad so it'll just continually spend as it goes. Scrolling a little bit lower, you'll see there's a section for AB testing, if you know that you have a test you want to run right away, you can click Get Started. And this allows you to test at different creative type different audience variables or parameters. You can have different audiences and have a single pool of money that both the A and B test advertisements pull from, and they'll be pushing those ads to different people within the same pool or from that same pool of money. So it's a really good way of determining which audiences work better or which creative works better. So if you do want to run an A B test, this is where you do that at the campaign level. And then campaign budget optimization so if you have an entire pool Money for this campaign. But you have multiple ad groups, and you're trying different audiences, you can have the budget distributed differently based on which ad group is working better. So if one audience is working better than another, Facebook will start to put more money into the ad set that is actually working better. So this, for most cases, you'd want to turn this on, if you're running multiple ad sets, and you don't know which ad set is going to work well, right away. But for this, we're only running with one ad set. So we're just gonna leave that checked off. And then click Next. So when it comes to naming conventions, I should just mention that this is completely up to you. Whatever naming convention works best for you in terms of finding, you know, campaigns, ad sets, and ads quickly, is how you should run it. So you can follow the syntax that I use, which is, at the top of a campaign level, it's basically what we're basically promoting. At the ad set level, that's where I usually put you know, details about maybe like the type of audience we're trying to reach. So in this case, it'll just be interest based. So I'm just gonna put interests into there. And then at the ad level, what I usually put in there as the type of medium that we're promoting with, so maybe it's image video, or maybe there's a detail about it, like, you know, generic image versus, you know, a more specific image, I can put the name of the image in there. It's really how you want to structure the way that you name these. So go ahead and just create a, a nice rhythm or a nice routine of how you name these and just abide by that going forward so that you always know what you're looking for, and how exactly to find it. Under this conversion section. In most cases, you probably be choosing website. But if you happen to be tracking conversions that are within an app, or you want to optimize for messenger conversations with your business, or what's app, this is where you choose that, but again, in most cases, in our case, we're going to be choosing website because that's where a conversion event location will be happening. For dynamic creative, this is a good option if you have multiple headlines, multiple images, multiple creative elements that you want to put into a single ad, and have faked Facebook automatically just hands off for you automatically optimize which combination of all those creative elements works best, it will feed multiple ads with different variations of all those elements to different people, and will, at some point narrow down which combination works best and will start to only show those combinations that that perform the best. So this is a good option to turn on. If you just want to, you know, take the shotgun approach, just blast a bunch of different creative elements out there and have Facebook decide which one works best for you. And when you check that on, all it does is it tells Facebook, okay, on the next step for the ad step, present the the you the advertiser with a bunch of different spaces for different headlines and creative elements. So that just prepares you for the next step, you probably won't see anything really happened on this step, when you check that on. In the offer section, this is where you'll be creating any sort of offers or promotions that you want to run that are that stand out, maybe with a coupon code code, or if you have a limit to the number of offers that you are running. This is where you can provide all that information. And it's kind of nice, because when someone clicks that offer, they have the opportunity to copy the you know, if you have a coupon code, right from this offer section, you can also provide any sort of details on the promotion and any terms or conditions or limitations of the promotion, right within Facebook with this offer option. This is great for those who just, you know, don't want to build that all on their on their landing page or on their website itself. Or if you're running catalog campaigns, you can have the offer information just right within Facebook. So the person that's purchasing never has has to leave the site. The next section is where you set the budget in the schedule for the ads. So in our case, and the default option already is $20. We'll be running this ad at $20 per day, and this will be an evergreen ad. So again, in that circumstance, we do not set an end date, we just want this ad to continually run and keep collecting information and keep showing to people that match the interest that we'll be targeting. So we'll set no end date and we're going to have the start date to be today. Under more options, you'll see there's an option for ad scheduling. So if you have the data already have when people happen to convert the most on Your, your website, or which days they convert the most, you can actually set the ad scheduling to be on those specific days or times, which is really useful. But since we don't know that yet, we're running this ad for the first time, we won't be adding any sort of ad scheduling for this ad or this campaign. The next section here is the audience section. This is where you're going to be choosing the targeting parameters you'll be using to best reach the end user or the person that you want to reach for this sort of ad. At the top here, you'll see you can create audiences. So this is a very powerful tool, if you already have data from your website, or from maybe some engagement on social posts, or maybe some videos that you have, let me just show you what that looks like when you create a new custom audience to create new, custom audience. And you can see here all the different sources that you have available to pull from. So if you have an Instagram account, you can target people that engage with your Instagram posts or Instagram ads, events, videos, there's a lot of different options of targeting exactly who you want to have this ad show to. In our case, we don't have a lot of data to pull from yet, we don't have many custom audiences that we can build yet. So what we're going to do is we're going to create interest based audiences, or we're going to use interest based audiences to try to build up those lists and then retarget, back to them retarget back to the people that spend the most time on the site and engage with the site more. But before we do that, you can also target by locations, we're going to keep this one open up to the US. But I just want to show you the different options available here. So we can actually target people that are living in or are recently in this location, which will be most people in the US. But you can also target specific to people that are living in this location, or people that will recently are in this location, or people that are traveling in this location, you can see the descriptions here. But for us, we're just choosing basically everyone in the United States. You can see here, you can select the starting age and the ending range age in this range. For us, we'll be keeping it pretty wide open 18 to 65. Plus until we collect more data about who interacts interacts with this ad more. So once we get that data, we can narrow that down a little bit more. And then gender. If you know that there's a specific agenda that this campaign speaks more to, you can save some money by only targeting a gender. But for our case, we're going to do all because this is not a very gender specific sort of advertisement. And then we have the detailed targeting section. So this is where we can select the interests of the behaviors and the demographics that we believe would work best for this ad or that who we want to target. So let me go ahead and find some good options there. And I'll go ahead and explain why I chose the options I did once I find them here. Okay, I find a few good options to start with. And what we're going to do is we're going to run with these options here. And then we'll be retargeting back to the people that spend the most time on the site from these, this audience that visits our site. So this is a good top level, just canvassing advertisement to draw people in. And then we'll be able to retarget back to the ones that you know, have the most potential to convert in the end. And if you scroll down a little bit here, you'll see this little checkbox here, this is a pretty powerful checkbox to have checked. What this does is it doesn't narrow down to people that only fit in these buckets. What this will do is it'll expand your reach a little bit beyond the the detailed targeting that you selected here. If Facebook deems that it will reach someone that will be a low enough cost per click, and a high enough engagement for this advertisement. So I'm going to keep this checked on because I want to see what Facebook will do for me for that. If I know that this is just wasting money and it's not reaching the people that I believe should be reached, we can always check this off. And you'll see in the top right corner here the potential reach would go from 260 million people down to 190 million people. So we'll just keep that checked on. And we'll run it the way it is until we get more data so we can narrow the audience even more. And speaking of narrowing audience, you can always narrow your audience. So instead of right now, these are set up using if you think about it in this way and statements so we're targeting people that are interested in advertising and business Entrepreneurship and marketing, etc. If we wanted to target people that are interested in advertising, or business, or entrepreneurship, and we can actually narrow our audience down a little bit more, all we have to do is click narrow audience. And we type in, we type in the option here. And what that'll do is it'll shrink our audience down and see, we just lost 60 million people and just narrowing it down to people that are interested in all these things, and advertising. So that's a good way to, once you get more data come in, coming in, to narrow down your audience so that you're not reaching people that are just probably not interested in this product or service at all. So but again, we're gonna keep it wide open, we can also exclude specific interest and targeting parameters. So if there's certain parameters that just do not convert at all, we don't want anything to do with them, we can actually add them to an exclusion list. And Facebook won't even touch that audience. For languages, we're going to keep that as all languages, Facebook has a nice built in localization tool, so it'll actually automatically translate your advertisement to people in a specific language. So you're reaching, you know exactly who you want to reach. Or you can open up and reach, you know, multiple people with different language preferences, tied to their Facebook account. And then under the Show More Options, selection, you can see connections. So this is really good if you have a Facebook page set up. And you don't really want to use any interest based targeting or you want to use a couple of those, but also want to reach people that are connected with your Facebook page. So here, if I click Edit, you'll see this is where you can target people who currently like your page, similar to people that like your page, or you can even exclude people that you like your page, say you want to find absolutely new customers, you don't want to spend any money on people that already know who you are. And like your page, you can actually exclude them, and only spend your your budget on those who have never heard about you or don't currently like your page. So that's this is a pretty powerful tool to kind of narrow down who you want to target. Also, if you have app API setup with Facebook, you can target people who use your app or somebody to app or exclude people that use your app, if you want to get new app installs, you can actually exclude people that use your app already. So you can get new fresh people on your app. And then events. I mean, this is good for like, for example, like ticket sales. If people have engaged with an event in the past for you, you can actually target those people again, and you know, target people from past events. So this is a pretty powerful tool if you want to narrow down who you're targeting. This next section is placements. So for most, most of you, you'll be choosing automatic placements and just have Facebook automatically set budgets on specific placements that it thinks works best. Facebook does a good job at that. And that's why it's recommended. If you know there's certain placements you don't want to show up on. Let me show you what that looks like here. So you can see here, manual placements, these are all the different placement options that you have, where your ads can show up. So you have, you know, infeed placement options. And if you hover over them, you'll see what they kind of look like. So this is Instagram explore. That's what it would look like inside of Instagram and explore ad Instagram stories. So there's a lot of different placement options that you have full control over for the most part. But again, we'll be just using automatic placements, because we want Facebook to determine which placements work best for us. And this next section is the optimization and delivery section. This is where you tell Facebook, what you want to optimize for whether it be conversions, conversion value. And you can see here the different options, landing page views, or very top of funnel stuff like link clicks, impressions and reach. So depending on what your strategy is, this is where you choose that option conversions is usually recommended because Facebook will then optimize for conversion actions that you define. And you'll get the most bang for your buck to get people to perform that conversion. And then conversion value. That's where if you have values set on your website, if you're promoting, you know a retail store and you want to only spend a certain amount to get a certain amount of revenue, revenue revenue, if you want to maximize that conversion value or that return on adspend. That's where you'll select this but these are grayed out right now because we do not have any of that data coming into Facebook yet. So for this advertiser or for this video, we're just going to choose landing page views and optimize for that. So this is going to optimize for people that visit our website and fire, just the top level, page view pixel for Facebook. And once that is fired, it'll feed back to this advertisement saying that this ad was attributed for this landing page view. And then cost control if we know that if we know how much it costs, for example, for a conversion to happen, and that's a pretty stable number. This is where we can put in say, we know a conversion cost like $5 to get a conversion, and then we have a daily budget of $20, we can set this to be $5 for a conversion. And then we'll Facebook will try to aim for at least four conversions per day based on that data. But we don't have any data for this advertisement yet or on our website yet, we don't don't know what the cost per click to convert is yet. So we're just going to leave this blank and just have Facebook maximize for the optimization method we chose. All right, after you have that all set up, let's click next and create the ad itself. So to right off the bat, what we're going to do is give this advertisement names, so we're just going to call it image because we'll be using image ads for this one. And actually, we'll call it image with proof. And then we'll be creating another advertisement without proof. And those are just going to speak to the different copy points that we had created by Luke in a previous module. For identity, you want to choose the Facebook page that will be identified with this advertisement, every single advertisement has to be tied to a Facebook page. Otherwise, nobody will know where this ad is coming from. And you actually won't be able to run the ad unless you have a Facebook page created for this. This brand. For branded content. This is more used for those who are promoting a third party brand or product that you don't actually own. For example, if you're doing a collaboration with another brand, and they have a Facebook or Instagram page created, you would check this and he would select the brand name and the account name that you're doing this collaboration with so that both can see, it's kind of nice, both can see insights into the advertisement. And then the the brand that you're doing it with, they know that you're running ads on their behalf or in collaboration with them. So that you you can't then then you can just have random people create advertisements that have nothing to do with them, and are misrepresenting a third party brands. So that's just kind of a brand protection option for those who are doing collaborations with other brands. But we're not doing that. So we're going to keep that checked off, I just wanted to share, that's what that kind of is. So for ad setup, this is where we start creating the ad itself. So what we're going to do is click Create ad, make sure that's selected, what you could do, if you have an existing post that performed really well and you like the creative and copy it's using, you can use existing post. And what Facebook will do is it'll look through all you know most of your recently past posts that you've published. And you can select the post, and it'll just insert everything from that post into the creative for this advertisement. And it's pretty hands off after that, you can run it just the way it is or you can make minor adjustments for it. And then creative hub mockup creative hub is a tool that Facebook has. If you use that, then you can actually create a mock up within that tool, and then have it show up here. So you can implement it into this ad campaign that you're running. But we don't have that we're just creating a new ad right within here. And then you see the dynamic formats and creative option. This is that same option from the ad set level where you can have multiple different creative copy and imagery available in a single advertisement that Facebook will then mix and match until it finds one that is optimal for the audience you're reaching. So we don't have that we only have a couple of images and a couple of creative copy points. So we're just gonna keep that off. For format, this is where you choose if it's a single image or video, a carousel if you want to show multiple, you know, catalog products from your catalog, multiple images that you want to show up in a carousel. It's a really nice kind of scrollable format that is actually pretty commonly used on Facebook. You've probably seen it before if you ever been on Facebook. And then you have collections which is a it's a pretty detailed and in depth format that it does take a lot of time to work on but it looks very rich, especially on mobile. But for this campaign, again, we're just gonna use single image or video so let's go to select that and then if we go down A little bit further here, we'll see the ad creative section. So now we can start adding the copy and the imagery, we want to show up in this advertisement, when it runs. So let me go ahead and enter that all in here. And I'll just talk through what each section means once it's all filled out. Alright, so I entered in the the copy that we're going to use for the width proof campaign, or the width with proof add variation, where we have, you know, actual numbers that we're using. And we're being a little bit more forward with what we're what we were able to achieve for you. If you you know, sign up with us, we have the headline that includes the call to actions pretty clear, reserve your free strategy strategy session. And then we have another just call to action in the description book your call with us today. So we're covering all the stops for this advertisement, it looks really good. The only thing that's missing is the image itself that we're going to use. So let's go ahead and add that. We go to Add Media, add image, and then we're going to choose this one here, click Next. And then Facebook has implemented just recently, a really nice way to crop your images. So they show up really nicely on all the different properties that are the platform's properties, whatever you want to call it, like story mode, the feeds, and the right column sections on Facebook is a nice tool to crop all those to make it look really nice. So let's go ahead and make sure that we crop these to look good. And this is pretty iconic, this is what WordPress looks like. So we're going to just make sure we get the the side pane over here, make sure we get most of the left side there. And then this is pretty easy cop, we just show the top here, like next. And then Facebook will optimize and enhance the photos for you. So if they're a little dark, darker than what you'd probably want to see or they're an aspect ratio, that's not ideal for their platform, they'll actually automatically adjust those for you. So we can keep this allow enhancements turned on and Facebook will make sure it looks pretty for this. And then once we add that you can see on the side here, this is what all the different properties will look like once the ad starts running. So we have our Instagram feed our Facebook feed, got Instagram again, this is what it looked like on stories and then click there to book now. etc. So this looks really good. Alright, after we have all the copy and creative input, now we can add the URL that we want the person to visit once they click on this ad. So let's go and add that now. Just make sure this is HTTPS. And if you want to preview the URL and make sure it goes to the right place, you can actually click that and it will open this web page. You know, just by clicking this button here. And then right below the URL section, you'll see build a URL parameter. If you watch the previous video, one of the previous models about the Google Ads creation, it uses the same UTM parameter parameters as that. So what we're going to do is build a UTM parameter here. campaign source that'll be Facebook, medium is CPC cost per click the campaign name, what we're going to call this is Word Press consulting with proof, so we know exactly what attributed landing page views come from this advertisement. Go and click Apply. And you can see here it adds the UTM source, medium and campaign right within the URL here. So that's perfect. That's exactly what we want. This display link this is just showing how you want the URL to be displayed on the ad. In most cases, like if we had the slash free strategy session added here, it might append it and might push your text down and it just might not look as good. So we're just gonna leave it as Tiger Media Group calm and that that looks a lot cleaner in the preview here. So we're going to leave it like that. And then you have your call to action. You can see there's dozens of different call to actions to choose from whether you have you know, a PDF you want someone to download if you have an offer, quote, if you want to want people to, you know, click the ad to get their quote. It just depends on the strategy you're trying to reach or the strategy you're trying to implement and what you want the person to do in the end but for us it's book a strategy session so we're gonna say book now and then we'll just skip the the two parts here this is usually I just leave that alone. There's not much you have to do in those sections there. If we go all the way to bottom, this is the the last important part Ad creation is tracking, you just want to make sure that you have a pixel created, and that it's implemented correctly on your website. And then it's selected here. So we can see Tiger Media Group pixels collect selected here, we know that this pixel ID is the correct one. And we have this checked. So this ad looks ready to go. And we'll go ahead and just create the other advertisement real quick without proof. And then we can go ahead and publish the campaign. So in order to create that other campaign, quickly, I'm just going to quickly duplicate and that'll just duplicate this campaign in ad copy at the end of the name, and we'll scroll up to the top, we'll just call it without proof, delete the copy part, everything in that ad should be exactly the same. And what all we really want to change, the image will be the same, all we really want to change is the copy itself. So let's get rid of the copy. This is a quick and easy way to create us another advertisement where all the other aspects of it are basically the same. So happy that primary text is in there. Sometimes when you place the order you paste the primary text in, it'll kind of look different than how you wanted it. So just double check to make sure it looks good. And lion description. Alright, so now we have the the alternate text though the text without proof entered into this campaign, or this advertisement, the different different headline, the different description, everything else should be the same other than we just want to make sure that we change the UTM parameters to match what we're promoting in this specific ad. So this is the one without proof. So we can either type in without proof there. Or we can go in the build UTM parameters and Facebook will recognize which parts are which. And you can it's just an easier way to change UTM parameters quickly if you click the build utl or URL parameter there. But all we had to do is add without in this section here to separate this advertisement from the other one in analytics. Alright, everything else looks good with this campaign. So what I'm going to do is go ahead and publish. Alright, now that our current campaign is published, it won't run immediately because it does have to go through a review process. What happens on the back end is the Facebook bot looks through all the copy and imagery and makes sure that it abides by, you know, Facebook, policy, Facebook advertising policy. But that's usually completed within a couple hours, Facebook's pretty quick at doing that. If there is anything wrong, Facebook will pop up with the, you know, a red exclamation or a little icon here saying hey, there's something wrong with your campaign or there's something you have to change that doesn't abide by policy. And then it tries to be as specific as I can and on what you have to change. So make sure you just keep an eye on that. But within a couple hours, this ad should start running. And we can start tracking results and optimize the campaign as it's running. One other thing to keep in mind as ads running is there's a learning period involved with Facebook. And it's a little different than other advertising platforms. Facebook goes off the number of actions that's performed. So and for the most part 15 actions have to be performed in order for this ad to be considered optimized, or past the learning period. So once it reaches 50 landing page views, then this ad will kind of kick it into high gear and it'll know exactly who it has to target. Same goes with any sort of conversion results that you're tracking. If you want 50 purchases, just know it'll take a little bit longer to reach 50 purchases because it's it's deep in the conversion funnel. And it might take a lot longer for that advertisement to learn who to target. So if you don't see the learning period, you know, finishing quite yet just know that that's probably the case you're probably just a little deeper in the front conversion funnel. And it'll take a little bit longer to reach those 50 conversions. So this is great. Yeah, we have an advertisement running that's focused on landing page views. We're gonna get some traffic to the site and we I hope this was helpful in creating a Facebook advertisement for your business or your clients.