Are you up for a little campaign creation?
We sure hope so! With this video, Jane’s going to take you through the ins and outs of creating your first Facebook Ad – where you can drive traffic to your website, bring people to you, and increase your audience engagement!
How To Create Your First Facebook Ad Campaign
Hey, Petpreneurs, this is Jane Harrell and I’m here to dig into all the goodness that is Facebook ads!
Facebook has changed a bit over the last couple years. We used to be able to reach a lot of people organically and easily on Facebook by simply having a page, but unfortunately, Facebook has gotten to the point where they’ve said, You know what? You need to pay to play. Which means that if you want to reach people on Facebook these days, the only reliable way to do it is to run Facebook ads.
But how do I make sure I get the most bang for my buck?
Let’s dive right into how to set-up a basic campaign that can help maximize ROI.
Before we get any further though, I have to tell you—
Always Check The Date. If you’ve been struggling with creating an ad or, if your Facebook acts goofy while walking through the example with me, then follow this advice:
In the right hand corner of your ads manager, you’ll see some dates.
Make sure you’ve selected the dates you’re trying to look at. Facebook is notoriously buggy, and its Ads Manager is even more buggy. So keep in mind, if you’re at a point where you’re setting up an ad or a campaign and you’re really hitting your head against the wall, try two things first:
1- check the date to be sure you’re targeting the ones you want
2- walk away and come back in a few hours.
It’s often as simple as that. By the time you come back, Facebook’s often fixed the glitch.
Now let’s look at how to set-up a basic Facebook ad.
Campaigns, Ad Sets, and Ads.
Across the screen, you’ll see three main tabs: Campaigns, Ad Sets, and Ads. Each of these can essentially be broken down into the following—
- Campaigns: What am I trying to do?
- Ad Sets: Who am I trying to reach and how am I trying to reach them?
- Ads: What am I trying to get them to do or what am I saying to them?
Step One: Click the green create and we will begin a demo campaign.
Step Two: Choose an objective.
Since our last video, Facebook has added a lot more objectives to pick from. There’s most likely only a few that will help most Petpreneurs.
- Conversion: If you’re trying to get a specific email sign-up or a specific sale on one of your e-commerce pages, this is a fantastic option.
- Traffic: If you’re trying to drive more of the right people for your business to your website, traffic is a great objective to achieve that.
- Engagement: If you’re trying to get engagement up on your brand page, this is the objective for you. However, there’s very little reason to do so these days since it’s mostly pay to play. If you make the objective to drive awareness to your brand page, most often you’ll have to continue to dish out the dough to reach more people who are liking your page.
Overall, we see the biggest bang for the buck in Traffic and Conversions for most Petpreneurs.
We’ll pick Traffic for our demo campaign – meaning the purpose is to get people to come to my website.
Step Three: Name the campaign and choose options.
A/B split test your ads:
This may shock a few of you Petpreneurs, but most often this isn’t actually worth it unless you’re shelling out several hundreds or thousands of dollars to split test. Often times you’re not going to see the value here so I’d keep it toggled off.
Budget optimization is next.
Let’s optimize across ad sets so make sure it’s toggled on. Your daily budget can be as little as $5-$10/daily to give you a good idea of what’s working for you. Once you know what’s working, you can increase (or decrease) the budget, but starting in the $5-$10 range is a good way to get your feet wet.
Campaign bid strategy follows.
Lowest cost is best most of the time. If you want to control how much you will bid—establishing what’s the maximum—you can do lowest cost with bid cap, but sometimes that actually stops your ad from being shown when you may still see the payoff. When you’re in a testing phase, lowest cost is a good selection.
You can look at advanced options, but if starting a basic ad, just click continue and your campaign is done!
Step Four: Consider ad sets—who are you trying to reach?
Go ahead and name your ad set.
You will have the option to save the set for future use with other campaigns, but you don’t need to worry about that just yet, especially if you’re new to Facebook ads.
For our example, lets target Dog Parents in Illinois with kids and aim to generate website traffic.
Dynamic combines a whole bunch of other things and offer new variations.
Special Offer lets you specialize more, but for right now, let’s stick with the basic ad that works just as well as the fancier things.
Create a new audience (or use a saved one if you have it).
Custom audiences allows you to input a customer list and Facebook will generate some parameters that they think are similar to existing customers or people Facebook thinks would likely engage with your brand.
You can get pretty specific about all this, and if you have any questions, it’s certainly worth doing a spread session with me to dive deeper.
But if you’re just working with a basic ad, it’s easy and effective to determine ideal location. For the demo, I target Illinois, specifically Chicago. You have the option to adjust the radius.
I’ll work with 50 miles for the demo.
If you know a little on the demographics and psychographics of your ideal customer, you can use that information to zoom in your ad sets.
Like many pet businesses, I’m going to target the prime market of woman who are 34-54 and speak English.
Interests for my demo will include dogs, companion dogs, and dog lovers.
There’s a lot of trial and error to see what the search generates based on your input.
You can exclude the audience.
For our example, I don’t want people who like cats (sorry but we can’t be everything to everyone. P.S. I LOVE cats). And I’ll narrow it by looking for pet moms that also have kids.
What I’m telling Facebook is my campaign is for women 34-54 who love dogs, don’t like cats, and have kids.
You have the option to require that the target audience is connected to a page you already have (or not connected, if you choose).
Save the audience, if you’d like, to use for future ads.
Scroll down and choose your payment options: link clicks, landing page views, or impression. I usually go with link clicks.
Click continue and your ad set is complete!
Step Five: Let’s work on the Ad now—what am I trying to get them to do or what am I saying?
Name the ad.
We’ll use “heartstrings” for an emotional appeal.
For a super quick and easy ad, we’ll use the single image or video format.
Upload ad image or use Facebook’s free stock image.
For the demo, we’ll use Facebook’s free stock images.
You can select up to 6 images. If using Facebook’s images, think of what most simply reflects your target audience.
For the demo, I searched kids and dogs because I’m looking for women who have kids and love dogs. Then select up to six of the images.
You can crop the images to make sure you highlight the right bit of the photo.
This is great for testing also – to see what most resonates with your target audience.
Use the tabs above your selected photos to navigate between them, crop them, and change the image.
You then have an Instagram option—you can use different photos for Instagram, if you want.
There are plenty of stock images to choose from. Don’t worry if your selected images don’t show up. You can click “crop image” and that will force it there. When I said Facebook can be buggy, I wasn’t kidding!
Scroll down and you’ll see your ad on the right side of the screen.
What you write in the text box appears at the top of your ad. It should fill-in live as you begin writing. Now because my demo is aiming to lead with an emotional connection to my target audience, I am going to write something to pull at the heartstrings. The text is important because it will help draw people in more after the image resonated with them.
I’m really focusing on the love women share with their dogs so I ended up with—
Love kids and dogs? We do too! We specialize in helping kids and dogs live happily together.
It is in sync with our outlined demographics (women with kids who love dogs), it pulls at the emotions (love), and it connects with what these moms probably want (a peaceful, happy house).
But remember Petpreneur, I only write these things IF my hypothetical business this ad is for can offer these things! Make sure your ad copy is reflective of your products or services.
Insert the URL of where you want to drive traffic. It appears below the image on the Facebook ad.
Next is the headline.
Your get a preview on the right, below the URL. Double-check nothing is cut off in the copy and that the layout looks good. Because you are limited to character space, you will need to keep it short.
Often times, it can be some kind of call to action.
What do you want your audience to do? In the demo, I’m telling my audience to help their dogs and kids live in better harmony. That’s the action I’m telling them to take.
Most ads typically include a button. Without a button, engagement tends to decrease, so I recommend you always include a button on an ad.
Learn More is the least scary option. It doesn’t ask the audience to invest money or to work hard. Most people are willing to learn more but not as many are willing, off the bat, to contact a business right away or donate or book an appointment. Most often we see Learn More as the button of choice.
You can add more information, which will only show up on different types of ads.
Above the ad preview, there are arrows. If you move through those, you can see your ad as it will appear across the different avenues of Facebook.
Go through each of the 16 ads and make sure everything makes sense on them.
(For example, on my ad above, it cuts off the word “harmony” so I may want to go back and shorten that text again, so it makes sense for this ad.)
Above the 16, there are the Ad Previews with 6 options. These are the six photos you chose earlier on. You can filter through the six images with all the written copy and see how they will all appear.
When you’re ready, scroll down and “confirm” all your ads!
This will save the ads and then you wait for approval.
It may take a little while for your ads to be approved or published. But once they are approved, they will begin running immediately. If you want to hold off on them running, untoggle the button next to the ad name.
Little side note here—
It’s always smart to make two versions of the same ad. In the demo, we went for an emotional connection with the audience, but let’s say we want to make something a bit more functional.
Click “create” and we can bypass a lot of the work we all ready did by using an existing ad set.
Pull up the ad set.
In the demo, I saved mine as Dog Parents in IL with kids. It saved all the options I chose for my target audience. Click continue and from there you can pick new photos, change the copy, and maybe aim to bring people in for a practical reasons vs. the emotional appeal we used in the demo.
Step Six: Understand your ad data.
So let’s say the ad has been running for a few days. Now you have some data to work from.
On your campaign list, you can see:
Results: the number of link clicks on the ad.
Reach: the number of people who’ve viewed the ad.
Impressions: how many times people have seen it
Cost per result: how much it’s costing per link click.
If you click your campaign name and then again under ad set name, you can dive in a little deeper and view results based on ad image.
Scroll across and you can see those same stats but for the individual ad. This will give a great indicator of which ads are doing best. It may also help inform your decision.
Cost per results will help you know which is working better and which aren’t working.
If you have a low cost per result on one, maybe you want to turn the others off and just let that one run because it’s really, really resonating. Or maybe if one is costing you significantly more than the others, maybe you’ll want to turn that one off.
The relevance score is about how well your audience is responding to the particular ad with that specific image with that call to action. I aim for an 8 or 9 at minimum. Anything lower than that means you have room for improvement.
That’s really it then! Turn on ads that are working well and turn off ads that aren’t working so well. Check in on your ads at least once a week. This basic demo is for bringing traffic to you, so make sure you know what works and that you are keeping people engaged!
Good luck Petpreneurs! It gets easier the more you do it, and we’re always here to help!
How to Create A Facebook Ad Audio File