How to make a campaign on Facebook Ads from scratch
Campaign on Facebook
Do you know what Ads are on Facebook? They are one of the advertising ways that Facebook provides us where we can communicate through small messages that appear on the left side of this social network.
The advertising tool Facebook Ads has become one of the most used online advertising channels in recent years, as it allows you to invest in advertising by segmenting the public and selecting the most interesting.
This makes the investment as profitable as possible and, above all, makes it possible to turn the target public into a future client.
Advantages of advertising on Facebook Ads
In itself, the advantages we find when doing a campaign on Facebook Ads are several, especially for a small company, because with little budget you can get the most effective results.
- Facebook has more than a billion active users (and rising month by month!), and among them you are sure to find potential customers who might interest you for your fanpage.
- You can choose who displays the ad. Facebook has all kinds of information about users. We give you all kinds of data in our profiles, which allows you to segment from age, sex, city, to other more complex criteria.
- Flexibility. You can create as many campaigns as you want, implement the expense you consider, stop the campaign without notice, and above all, include the images and descriptions you want as long as you do not exceed 90 characters.
- Allows you to increase traffic for a low price. You may be continuously observing the conversion of the campaign.
- You measure performance automatically. Facebook Ads gives you information about the performance of your ads so you can control what kind of messages work for your audience and know the effectiveness of this action and which do not work and you want to stop them.
Before starting to create a campaign on Facebook, it is important that we know two fundamental terms to familiarize ourselves with them: CPC and CPM.
- CPC: It is the cost you will pay per click, that is, for each time a person clicks on your Facebook ad.
- CPM: This is the cost per 1,000 views of this ad. In this way, we will know the impact of the action.
When should we do a CPM campaign and when should we do a CPC campaign?
The first thing we have to do is set a goal. If your goal is to get more fans and give more visualization to your brand, the CPM is the best option, especially for large campaigns where there is a lot of budget.
You can combine these CPM campaigns, and make hundreds of different examples to finally stay with those that have a better conversion.
If, on the other hand, what you are looking for is conversion, take traffic to an external Facebook page, or get a sale and you have a small budget, the best thing is to make a CPC campaign that will allow you to evaluate the performance and conversion of the campaign, so that you only pay for each time a user clicks on your ad.
Once you've set your goal, keep in mind that a good campaign on Facebook Ads can give you very good results if you do it well, measuring and above all optimizing the campaign, but it can also do a lot of damage if not managed properly.
Steps to create a campaign on Facebook Ads
Once we know the 5 main advantages of doing a campaign on Facebook Ads and the two fundamental concepts when creating it, we get down to work. Where do I start? How do I create a campaign?
In a simple way and with very visual examples, I'm going to try to explain step by step how to elaborate a personalized campaign in Facebook Ads.
Choose what to advertise
Identify what you want to promote. Here are several options:
- Promote your publications, with the aim of giving greater visibility to your promoted publications to achieve more interactions.
- Promote your page, to get a greater number of fans on it.
- Attract people to your website, to drive traffic to an external website.
- Increase conversions on your website, with which you increase the number of actions that a user does to buy or choose a certain product or service.
- Increase the installations of your application, with the aim of taking people to your app and download or interact with a particular application.
- Increase the interaction with your application, to make those people interact with your app, register, play or the objective you have with it.
- Reach people who are close to your business. Playing with geolocation bring people to that point of sale.
- Increase the number of attendees at an event. With the sole objective of getting more people to sign up for one of the events you have created.
- Getting people to apply for an offer. To promote a certain offer within your fan page.
- Increase video playback. To grow in the number of reproductions of a video on your fan page.
Choose the type of advertisement according to your objectives
Once we have chosen the type of ad we want to do is as simple as filling in each of the boxes and choose the image to create the ad.
Create your ad
When you have chosen the text you want to put, the campaign deadlines and the image to promote your offer, it's time to create your ad.
The title must not exceed 25 characters. When we have chosen it, the next step is to create a description according to the objective.
In our case, the objective is clear: "Achieve sales this August", so the text will also be in that tone. We have a total of 90 characters to write a message that hooks our user.
Already with the title, and the text, the next thing is to put face to our ad, and for it we will choose a good image, that expresses what we want to sell. This image must be 120×120 pixels.
In addition, the text of creativity, may not exceed 20% of the image. This is super important, so that when creating a creative for your ad you take into account this small fact.
To find out if the creativity exceeds this 20% of text, Facebook provides us with a free Text Overlay, a tool that will help us to calculate the % that the text occupies in our creativity. All you have to do is upload your creativity and tick the boxes where your text is.
We can create as many ads as we want. The ideal is to make different texts, titles and images to see which type of ad works best and which is getting more conversion.
Before we continue, we can see what our ad looks like in case we want to modify something last minute before choosing the audience we are going to address. With a simple glance we will be able to see the format, how it will appear and above all if we have written everything correctly and without spelling mistakes.
Create your audience
Segment your audience. Once you have created the ad, it's time to decide who we want our campaign to reach. In our case we have made a quick segmentation according to age range, country and tastes "Cuisine".
Facebook allows you to segment it according to other features such as tastes or interests in addition to addressing only our fans, them and their friends, or expand the field with the help of more specific filters that Facebook Ads offers us.
Once we have delimited the ad and our target audience, the next step is to start with the campaign, choose the daily expenditure you want to maintain, and review the campaign, schedule it and put the start and end date with the investment you want.
There is no need to invest a minimum, and you only pay either per click or per print, you decide.
In our case, as it is not a campaign of excessive investment, is a test with which we will measure the conversion sales of our book.
If at any time you want to make a change well because it needs an optimization, a change of message or creativity, you can pause it and reactivate it as many times as you want. In the statistics provided by Facebook Ads, you will be able to see which ads you have active and which are rejected.
Facebook also has a manager called "Ads Manager", with which you can make an exhaustive follow up of how your campaign is working and above all, to know if it needs any change, such as changing creativities, segmentation or some other aspects that you consider necessary.
Keep in mind that there is no point in observing yourself in a campaign to get more "I like you", if then you don't know how to keep that community and especially how to make it active and communicate with your brand.
For a campaign like the one I mentioned to have a positive effect, you must always know the audience you want to address, their tastes and especially know how it behaves on Facebook and what it looks for, so that depending on all this, you can see what added value you can offer.
In this way, you will know how to manage opportunities and, above all, how to concretize the actions you want to do in the future, following a well-established objective.