How to Run Your First Facebook Ad Campaign: A Step by Step Guide.
Picture yourself being able to reach out to people in the world’s largest social media platform with ease. Yes, you read that right, with over 2.5 billion active users, narrowing down an ideal set of audiences based on their interests, sex, age, the location couldn’t have been much more possible if it wasn’t for Facebook ads.
If you think you might need to put more skin in the game or need to wrap your brain around it, we are here to make you get a handle of Facebook ad campaigns. As always, our eCommerce lab is where everything is made easy and now you will learn about the step by step procedure in running Facebook ad campaigns to drive traffic and get customer conversion for your business.
Step 1: To set Facebook Business Manager
Good things need a good start and for a good Facebook ad campaign, you need to set your business manager correctly.
To create an account, go to business.facebook.com
Facebook will now ask for your business name, Facebook business page, your name, and email address.
Now you need to create a new ad account if you don’t have an existing account or never advertised on Facebook before. If you have an existing account, you can add it here.
To do so go to your business setting in the business manager menu and then click accounts and ad accounts. Now you will be given the choice of adding an existing account or adding a new account. Or requesting access to an ad account.
This is how your business hub will look like this from where you can reach out to different business options and navigate many possibilities.
Step 2: Install Facebook Pixel
You can boost your post or set up an ad campaign in your ads manager but without installing Facebook Pixel you will never know if any of your ads has driven any sales to your site.
The pixel is code connected to the backend of your site that you can create within the Business manager, it really helps in letting us know which ad works and even what the audience is doing on your site.
How to set up Facebook pixels?
For Shopify users, all you need to do is to copy the Pixel ID (16 digit numbers) from your Business Manager Account and paste it in the Facebook Pixel ID, below the online store in the preferences section of your Shopify store.
Step 3: Create Facebook Audience
Facebook is a huge pool with people of different tastes and characters using it. Your Audience is a list of people in the Business Ad Manager who you choose to target. There are many options available in setting your audience that can be split into two categories.
Retargeting: Converting a warm audience
People who visited your site and added to their cart and checked out abruptly without getting any product are usually potential customers waiting for a little nudge to make the purchase.
You can create a retargeting audience list from the custom audience feature, located under the audience section in the Business Manager. The custom audience lets you access all the data captured by pixel and business page.
The three main sources to draw information that any eCommerce site would want are customer files, website traffic, and engagement.
- Customer File
Customer files let you upload a list of phone numbers, email addresses, and any other contact information you have collected from the customers. Facebook matches them with their users so it allows you to target them directly.
- Website traffic
This feature enables you to create a retargeting list for reaching people who visited your website. Commonly sites prefer retargeting people who have visited your page in the last 20 to 40 days.
If you are running an active Facebook or Instagram page with posts, then narrow down the one with more likes and comments and retarget those who have engaged with most with your ad.
Prospecting: New customers
Finding new customers is known as prospecting which is a great way to scale your business.
Facebook has two tools to help businesses find new prospects.
- Lookalike Audience
The first tool helps you find prospects based on the leads and data you have collected from the existing users and customers. Lookalike audiences receive data from the custom audience to create a new list with Facebook’s users with the same characters as your existing ones.
Lookalike audience can be done from using any of your custom audience and range in size and likeness from !% to 10% of a selected country’s population.
- Interest and behavior
If you don’t have any existing customers to make your lookalike audience, you can use Facebook’s interests, behaviors, and demographic data to create prospecting audiences using the saved audience option.
Interest: FIltered by the pages they like interactions with content.
Behavior: Actions taken by users tracked by Facebook like checking in to a specific location
Demographics: user profile information
Audience Insights is a great tool to narrow down these options and highlight categories for testing.
Audience Insights can be accessed in Business Manager under the plan section of Main Menu. This tool lets out the important information like which page they have liked, what device they are using to use Facebook and which city they have checked in to recently and much more.
Step 4: Facebook Campaign
The first steps to create an ad is to create a Facebook Campaign that acts as a host to live.
Inside each campaign is an Ad set and this is where you get to choose your audience. The best thing about Facebook is that it lets you run multiple ads in each campaign where you can test multiple audiences and ad copies.
Choose an objective:
To start your ad campaign, go to the Ad Manager within your Business Manager and click the create button. Now you will be asked to select an objective.
The three objectives you can choose from are awareness, consideration and conversions.
Each category has other options like traffic, videos etc, which can be set based on your business goal and vision for your campaign.
Facebook will charge you for each impression, the number of people the ad reaches to. It is really important to let facebook know what your objective is, so it can further optimize your ads.
You will need to create a name for your campaign after which you can move on to the ad sets.
Step 5: Setting Up Ad Sets
Once you are done with the objective now you can choose to set up ad sets from the following three options:
- The audience you wish to target
- The budget you want to spend
- Placement of your ad
Setting budget and schedule
The next step to create an ad set up is to enter your budget and choose whether you prefer it to be your daily or lifetime budget.
The factors you must consider before allocating your budgets are:
- The budget for marketing
- Product cost
- Objective you’re optimizing for
- Average CPC
Make sure to allocate a fair amount of budget for your Facebook ads to achieve your goal. Once your ads get published, you need to allow time for Facebook’s learning phase, a time frame where its algorithm examines your data and begins to optimize to meet your objective.
Within the ad sets, you will receive an option to redefine your prospects or retargeting list created already in the Audience section. Choosing locations and gender can help in slimming the chances of missing out on core audiences.
Below down, there are furthermore options to refine your target by adding options like behaviors, interests, or demographics. Use these to create a new list of audiences to layer on top of your existing ones.
At the ad set level, you can target people based on connections like choosing people who liked your page or apps.
The final step in setting your ad is the placement options. This option lets you have an upper hand in deciding where you want to place your ads. Facebook owns other popular apps so that you can host your ads outside the Facebook news feed also.
Facebook suggests using automated placements options for a better-optimized experience.
Use the automated placements if you are using the Facebook ad sets for the first time.
Step 6: choosing ad creatives
The final step is creating your Facebook ad is choosing ad creatives. When creating an ad, you will be given two choices of choosing a profile to show your ad, Facebook page or Instagram profile. This is a great way to create brand awareness across different social media and also increases your social media engagement in real-time, even if it isn’t your objective
Retargeting with dynamic product ads
The most common ad type in Facebook is obviously the dynamic ad type. When you visit a store and view a product that you see later again while scrolling again is the best example for retargeting dynamic ads. These ads pair your Facebook pixel and catalog, so visitors checking in your site are shown products they viewed.
The Facebook catalog is a connection between your website and ad account that can be set up in the Business Manager under the Assets menu. You can create a catalog through the Facebook pixel or if you are using Shopify you can add the Facebook sales channel and sync products to your ad account.
Once your catalog is prepared, you are ready to make your dynamic ad. Go to Ad Manager and create a new campaign with Product Catalogue sales as the objective. This will let you select your product catalog at the ad set level, and also customize who you want to show relevant products to.
Apart from retargeting purchasers or website browsers, you can also use dynamic product ads for prospecting new people. If you choose this option, Facebook will show products on your store it believes will be relevant to new prospects, based on their profile data, even if they haven’t visited your website before. A helpful move indeed to garner new prospects.
Step 7: Optimizing your Facebook Campaigns
To set up a campaign on Facebook is an important first step, but learning to monitor its performance and optimize it over time is also important. if you want to be successful on the platform.
It might be taunting to induce changes to your targeting or turn off an ad if you don’t see purchases after just one day, but it’s necessary to be patient.
Facebook ads need time to optimize so the algorithm to know who is most interested in what you’re selling. If you aren’t sure whether you should turn off your ad, try waiting until it gets at least 1,000 impressions before investing more or shutting it down to test something new up your sleeve.
Creating a funnel
remarketing and Prospecting are important audiences to target, but they generally work best when done together to create a “funnel”.
A funnel is a Facebook marketing strategy based on the simple fact that most of the visitors don’t intend to buy your product right away. A funnel-based approach to marketing focuses on tailoring your advertising depending on your audience’s intent to purchase and familiarity with your brand and products.
Creating a funnel on Facebook can be achieved by targeting a cold audience of existing customers, such as a Lookalike Audience in one campaign, and retargeting those who visit your site in another campaign. As you scale your budget, your funnel can become more intricate, with multiple campaigns that target customers at different points within the funnel:
If prospecting is not generating sales for your business, choosing a less expensive, higher-funnel objective, such as traffic or add to carts can create a list of prospects to retarget with a second campaign.
Facebook advertising space is really easy to use and understand. A bit of learning and patience can take a long away in raking in huge numbers from Facebook advertising and never to forget the need to learn when to scale up and when to scale down making major changes to your campaign.
If you want us to take care of your businesses through Facebook ads, just let us know. Book a call and get a strategic 1:1 session and get to know about your business better and we will assure you to grow your business quickly.