How to Set Up Facebook Ad that Brings Better Results

Creating a successful Facebook Ad involves lots of things, but first, let’s start with getting a Facebook business manager account and setting it up properly. In your Facebook business manager account, you can manage all your marketing efforts in one location. To learn about the Facebook business manager and how to set one up.

Hint: How to Create and Set Up Facebook Business Manager Account

Before getting started I will like to explain the 3 sections involve when setting up a Facebook ad. They are;

1. Campaign: This is the section that involves the ultimate goal of the ads.
2. Ad set: This section is where you define the audience you want to target, how you want to target them and where to target them.
3. Ad: This is the section where the Ad copy is composed. You compose what you want your audience to see.

How to Set Up a Facebook Ad

Let’s start creating our ad

1. First, go to your Facebook business manager and click the ad account you want to use to run the advert, you will be directed to the ad manager.
2. Click the “Create” or “Create Ad” button.
3. In the first section which is the campaign, you need to select the campaign objectives you want.

What is Facebook campaign objective?

Facebook campaign objective is the ultimate goal of the marketing campaign.

I will tell you about them all.

Facebook Campaign Objective

Basically, they are categorized into three; Awareness, considerations, and conversions.

• Awareness: Objectives that generate interest in your product or service. Increasing brand awareness is about telling people what makes your business valuable. For example, Jasper’s Market is going to launch a small regional chain of grocery stores. Using the Brand Awareness objective, they can create a campaign that highlights their fresh, organic produce to people in the local area.
• Consideration: Objectives that get people to think about your business and seek more information. For example, Jasper’s Market has a website that tells their story and lists some of their store’s unique offerings. Using the Traffic objective, they can create a campaign that encourages people to visit their site to learn more.
• Conversions: Objectives that encourage people interested in your business to buy or use your product or service. For example, Jasper’s Market has opened a few new locations. Using the Store Traffic objective, they can create a campaign to encourage potential customers to stop by their nearest store.

 

 

Each of these categories is further divided;

Awareness

Objective:                  Business Goal

1. Brand Awareness: Increase people’s awareness of your business, brand or service.
2. Reach: Show your ad to as many people as possible in your target audience.

 

Consideration

Objective:                  Business Goal

1. Traffic: Send people from Facebook to any URL you choose, such as your website’s landing page, a blog post, app, etc.
2. Engagement: Reach people more likely to engage with your post. Engagement includes likes, comments, and shares but can also include offers claimed from your page.
3. App Installs: Send people to the store where they can download your business’s app.
4. Video Views: Share videos of your business with people on Facebook most likely to watch it.
5. Lead Generation: Collect leads for your business. Create ads that collect info from people interested in your product, such as sign-ups for newsletters.
6. Messages: Connect with people on Facebook, communicate with potential or existing customers to encourage interest in your business.

 

Conversion

Objective:                  Business Goal

1. Conversions: Encourage people to take a specific action on your business’s site, such as having them to add items to a cart, download your app, register for your site, or make a purchase.
2. Catalog Sales: Show products from your eCommerce store’s catalog to generate sales.
3. Store Traffic: Promote your brick-and-mortar business locations to people that are nearby.

 

With this, you will know the campaign objective and its goal. Make sure to pick the one that suits the goal you want. For this tutorial, we will be using the conversion campaign objectives. There is a slight difference between all campaign objectives when setting them up.

4. Scroll down and name your campaign, then enable the “Campaign Budget Optimization” (CBO).

What is campaign budget optimization (CBO)?

Campaign budget optimization (CBO) is a smart feature that regulates your ad budget on all your ad set, this spends more of your budget on the ad set Facebook algorithm see the potential of getting more results. Trust me the algorithm is smart.

Next, select “Campaign Budget” and type in your budget. Campaign budget can be Daily budget or Lifetime budget; Daily budget spends your budget every day if your daily budget is $10 Facebook will spend this amount every day on your ad. While for Lifetime budget, Facebook will spend the budget in the space of time selected. If your lifetime budget is $20 from Sunday to Saturday, Facebook will spend $20 overall from Sunday to Saturday.

Next, select “Delivery Type”.

The delivery type can be standard or accelerated. Standard delivery will show your ads throughout the day, while accelerated delivery helps you reach an audience quickly for time-sensitive ads (Note: this option requires manual bid pricing). It is best to leave it at standard delivery.

Click “Continue”.

 

5. Next, we move to the ad set section.

Here you define your audience, choose the platforms and sections to show your ad.

First, you name the ad set.

For conversion campaign objective you have to select your destination, choose “Website” for website conversion.

Next is the Facebook pixel, Select the pixel to optimize for (this pixel must be installed on your website already to work properly). If you can’t see the pixel here, go back to your business settings and assign the pixel to your ad account before it will show up here. Learn how to do it here.

Next, select the pixel event you are optimizing for.

Note: This event must be the same as the event on your thank you page. Ignore this if it’s an eCommerce website.

Next, select the audience to show your ads to.

• Custom Audiences: This is where you select a saved lookalike audience, a custom audience or a saved audience.
• Locations: This is where you target places you want people to see your ads and even exclude places you don’t want people to see your ads. This can be state, country or even the world.
• Age: Here you choose the age range of audience to see your ads.
• Gender: This is where you select the gender of the audience who gets to see your ads. You can select ALL. This is useful when you are promoting a gender-based service or product.
• Detailed Interesting: This is the interest your audience must have before they see your ads. You can also exclude people with a certain interest.

After entering your interest, click “Suggestion” and get interests similar to the ones selected already. You can leave the interest empty to target everyone in the location selected above.

Always make sure you tick the “Expand your detailed targeting to reach more people when it’s likely to improve performance”.  This will show your ads to people who are not in your targeted interest but Facebook sees the potential of bringing results.

• Language: This is where you select the language of the audience to target. For English speaking audience it’s is best you select “English (ALL)”.

After defining your audience, check the top right corner, you will see the “Potential Reach” that is the total size of your defined audience.

You can also save your defined audience by clicking the “Saved This Audience” button so you won’t go through defining your audience again when you need this same audience. Next time you want to use this same audience you can quickly choose the saved audience from the “Custom Audiences” above.

Next is the placement, this is where you select the platform and section you want your ads to appear. It is best you leave it on “Automatic Placements (Recommended)”, this way Facebook will show your ads on sections and platforms where they see the potential of you getting more results.

If you want to advertise on Facebook alone, then select “Manual Placements” and untick Instagram platform.

Next is Ads Scheduling. Here you can leave it on “Run my ad set continuously starting today” and only turn off the campaign anytime you want to stop the ad.

You can also decide to set the start and end date you want your ads to be enabled.

Click “Continue”.

 

6. Next, we move to the ad section, this is the section to set up your ad that will be shown to your defined audience.

First, you need to name the ad.

Next, select the Facebook page and Instagram account you want to run the ad with. This will be the account that will be shown at the top of the ad copy. If you haven’t added any Instagram account and still wish to run the ad on Instagram, leave the “Instagram Account” empty, it is still going to work as long you check Instagram on the “Placements” above.

To create your ad copy you can either create the post when setting up your ads or use an existing post.

To create the ad copy when setting up your ads, click the “Create Ad” tab, next select the format. You have to input the required details for the format selected, this includes media, text and maybe links.

To use the Existing Post, you must have created the post you want to use the ad. To create a post to use for your ads alone and that won’t appear on your page click the short 3 lines at the top-left side, and open the “Post Page” in a new tab.

After creating the post, copy the post ID.

Go to the “Use Existing Post” tab and click “Enter Post ID” to paste the post ID or click on the “Select Post” to select from all your previous posts.

You also need to select a call to action button and put in your landing page URL for the conversion campaign.

Look at the right-hand side to preview your ad before you publish it. You can click the > sign to preview your ad on different placements you selected.

Once you are done, click the “Confirm” button to finish.

And yes, we have set up our first ad.

 

Some PRO Tips

1. Start with a small budget like $10 to $30, if it is profitable and brings results either you duplicate or increase campaign budget.
2. Since you are using CBO, pick one interest per ad set, then duplicate the ad set. Edit each ad set and pick a different interest. CBO will spend your budget on an ad set that is likely to get you better results.
3. Before running a conversion campaign for the first time, start with Traffic campaign after getting a good number of clicks on the ads (you might be lucky to get a conversion), then create a conversion campaign targeting lookalikes of people who visited your landing page.

Note: You must install your Facebook pixel first.

Or you can start with video view campaign and after getting a good number of views up to 95%, run a conversion campaign targeting lookalikes of people who watch the video up to 95% and 75%. This is strictly for ads with video.

This is because the conversion campaign is usually costlier than traffic and video views campaigns. Starting with traffic or video views campaigns before moving to a conversion campaign will give you a better result than starting with a conversion campaign.

4. Create a lookalike audience for people who visited your landing page, who took the action on your website and people who watched your video to about 95% (you can do for 75% too). Create an ad set with them under the same conversion campaign. This way Facebook using the CBO will spend more money on any ad set that will bring better results.

What are Facebook lookalike audiences?

These are audiences whose demographics and interests are similar to a specific existing audience.

5. You must allow your ads to run at least 24-48 hours before you conclude it is not bringing in results.
6. If your campaign ad runs for 24–48 hours without no result, then turn off the campaign and create a new ad, using different ad set or change your ad copy.
7. If the campaign brought results, turn off any ad set that does not bring in any result after 24 or 48 hours and duplicate ad set that brings better results under the same campaign.
8. You can also use a different ad for each ad set to know which brings results better. Some ads copies are captivating, others are not. But you can’t tell which is and which is not, except you test them. To tweak your ad; use a different ad copy, different video or picture or/and different thumbnail.

 

The secret of creating a successful ad?

Test! Test!! Test!!!

You never know which will work better except you test!

 

CONCLUSION

Follow this step and you’re sure of a good ad bringing in better results. It might result in you wasting some bucks without result but keep tweaking you will get good results soon. Use lookalike and retargeting to scale up for a better result.

If you are not comfortable handling it or you are scared and want an expert to help you manage and run an advert for your company or business? Kindly get started here.

Do you have any questions? Drop it below and I will answer them for you!