If you aren’t sure which type of Facebook ad campaign to use for your products or services, this article will assist you in making this decision by discussing three of the most profitable ad campaigns that you can consider starting with. It will also give you a step-by-step breakdown of how to set up each of these campaigns.
While the process of setting up a Facebook campaign might seem daunting, this is only the beginning. The real work starts when your campaign goes live and you have to actively manage it to avoid ad fatigue. You need to go into this process knowing what to expect.
Facebook ad campaigns
Campaign 1: Re-marketing
This type of campaign is designed to target people who have visited your website but haven’t converted into a lead or customer yet. With this Facebook ad campaign you will be making special offers to this audience in the hopes of finally converting them into customers.
The first step for this campaign is to install Facebook Pixel on your website. Facebook Pixel will give you a handy insight into how visitors from Facebook interact with your site. Once you have Facebook Pixel installed, you can then create a custom audience of website visitors.
Follow the following 10 steps to do this:
- Open the Ads Manager main menu.
- Under the ‘Assets’ column, click on ‘Audiences’.
- When the Audiences dashboard opens, click on ‘Create Audience’ and then select ‘Custom Audience’ from the drop-down menu.
- In the ‘Create a Custom Audience’ window, select ‘Website Traffic’.
- Select ‘Any’ along with your Facebook Pixel to set up your custom audience.
- Choose ‘All Website Visitors’ in the condition section.
- Change the duration to ‘180 days’ in order to create the largest website custom audience.
- To make sure that you are not wasting money advertising to people who are already customers, click on ‘Exclude People’.
- In the new field that appears, click on the condition and then select ‘Purchases’ from the drop-down menu.
- Again, change the audience duration to 180 days in order to include most people in your audience.
At a later stage you can create shorter website custom audience durations that might be more in-line with your specific needs.
Now that you have set up your custom audience, you can now set up your campaign.
- Open up the Ads Manager and click on ‘Create’.
- In the ‘Campaign Objective’ drop-down list, select ‘Traffic’.
- Name your campaign and click on ‘Save to draft’.
- Navigate to the ‘Ad Set’ level and set your budget, select your custom audience and then choose your placement and bidding optimisation settings.
- In the ‘Audience’ section select the 180-day website custom audience that you created earlier.
- In the ‘Placements’ section select ‘Edit Placements’ then choose ‘Feeds on Facebook’ and ‘Feed on Instagram’.
- In the ‘Optimization and Delivery’ section, change the ‘Optimization for Ad Delivery’ to ‘Landing Pages Views’.
- Move to ‘Ad Level’ and select ‘Ad With an Image or Video’. Upload the image you want to use in your campaign.
- Move on to the text section of your ad and insert your ad copy and remember to include your special offer. Finish everything off with a call to action and a link to the relevant page on your website as well as a headline under your image.
Campaign 2: Advertise to people who interact with your brand on Facebook or Instagram
For this campaign your main target will be people who have interacted with your business on Facebook or Instagram. You will follow the same steps from the first campaign, but with a few changes:
- For this campaign you will need to create two types of engagement for custom audiences, for the first, select ‘Facebook Page’ as the source, and for the second one select ‘Instagram Business Profile’.
- Choose ‘Traffic’ as your campaign objective and at the ‘Ad set’ level select your Facebook page engagement custom audience.
- In the ‘Optimisation and Delivery’ field, select ‘Landing page views’.
- When introducing your product or service offering, remember to link to the relevant page on your website.
- After you publish your Facebook engagement re-marketing campaign, duplicate the ad set and change the targeting to your Instagram engagement custom audience.
- At the ‘Ad Level’, select ‘Use Existing Post’ and then select ‘Ad Posts’ from the selection matrix.
- Choose the same ad name that you created for your Facebook page engagement ad set.
Campaign 3: Advertise to an audience that is based on interests related to your product or service
With this campaign you are aiming to reach audiences straight from the offer ad. This is the audience that has never interacted with your brand before. Again, follow the steps set out for the first campaign but make the following changes:
- Create saved audiences based on interests related to your product, service or industry in general.
- When setting up your campaign, select the ‘Traffic’ campaign objective, optimise for ‘Landing Page Views’ and change your audience to one of the saved interests that you set up in the previous step.
- Create your campaign.
While there are a variety of different ad campaigns that you can create, these three campaigns are the easiest to start with and are the most profitable. Just remember that setting up the campaign is only the first step and it is important to actively manage your campaigns. Want to know more about social media marketing? The Digital School of Marketing’s Social Media Marketing Course is the obvious choice to help you do this! For more information, follow this link.
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