There are several steps you should take in order to set up your Facebook campaign correctly.
First, it is important to set the goal which you would like to achieve with your campaign. Try to answer the following questions: Is your brand already familiar to the audience? What do you want from your future customers? Some of your possible goals can be: increase the number of followers, sell a certain number of products, increase the number of post likes or shares, increase the brand awareness or collect email addresses of potential customers.
Define your campaign budget. The amount you set can either apply to the whole campaign duration (lifetime budget) or each day the campaign runs (daily budget). All campaign budgets use campaign budget optimisation (CBO). You can modify it anytime, pause or stop the campaign. You are (and should be) in control.
Install Facebook pixel code on your website. Facebook pixel tracking data helps ensure your ads are seen by the people who are most likely to take your desired action. It helps provide important information you can use to create better Facebook ads and also helps improve better targeting of your ads. That is why it is best to install it on all your website pages, not just those included in your campaign.
Analyze and select your audience. The success of your ads depends largely on the audience you choose. Think out of the box. If you want to sell your ads to the specific audience, remember that there is always some of your product buyers do not live in the households that use that product, but they are still your potential buyers.
Next, you should decide where to place your ads depending on your product and target audience, and the very purpose of your campaign. Depending on the objective you choose when you create your campaign, your ads can appear on Facebook, Instagram, Messenger and Audience Network. Some of the possible placements are Facebook News Feed, Instagram Feed, Facebook Marketplace, Facebook Video Feeds, Facebook Right Column, Messenger Inbox Feed, Instagram Explore, Stories Feed Placement for Facebook, Instagram, and Messenger, Facebook In-Stream Videos etc.
Decide on the ad type. You can choose ads with photos, video ads or carousel ads. Use the latter one for retargeting (when you select the audience which already visited your page). Video ads are good for creating brand awareness and attracting attention. Use them wisely. If you choose photo ads, test different images in each of your photo ads to see which one performs better. Use as little text as possible. If the image has the text in it, it should not cover more than 20% of the image surface.
Always optimize and scale your campaigns. You can measure things like ad display frequency, ad reach, the number of likes, cost per click, percentage of video viewed and conversions. Make your conclusions based on the information you get and adjust accordingly. You can optimize your campaign by identifying those elements of your campaign which give better results. That is why having more campaigns and ad sets is essential.
We have covered some of the basics, but Facebook ads have enormous tweaking potential. We will dig deeper in our future articles. Please let us know what subject you would like us to cover.