The complete guide to create Facebook ad campaign. This tutorial accompanied with images will explain in nine steps how to create a Facebook Ad campaign that meets your goal. Facebook is a great platform that offers advertisers a new way to reach relevant audience. Unlike Google, where you reach audiences based on their search terms, in Facebook, you reach your customers using their interest and affinity towards certain interest groups. It has worked great for many advertisers and there is no reason why it should not for you. Of course, optimizing Facebook ad campaigns is a different ball game altogether which would be discussed in other posts. For the time being, if you are new to advertising on Facebook, this guide will help you create your first Facebook ad campaign.
Steps to Create Facebook Ad Campaign
Step 1: Login
Log in to your Facebook account and go to: https://www.facebook.com/ads/create
Step 2: Choose Your Ad Objective
When you visit the above link, you will be taken to a page that asks you to define your objective as shown in image below.
From the above list, pick the most appropriate objective for your ad. You can learn more about all the above Facebook ad objectives in another article. For this guide, since you want to run an ad that encourages people to visit youe website. So you select Clicks to Website. You can of course select any of the above depending on your objective. Click to learn more about Facebook ad objectives. For example, if you have a mobile app that you need to promote then you would choose App Installs, if you are trying to promote a post that is on your Facebook page, you can select the Page Post Engagement objective. All the above objectives are also quite self-explanatory.
Step 3: Enter Your Landing Page URL
When you press Clicks to Website objective, you will be greeted with a box wherein you have to fill the website to which you want to drive your visitors. So if I was creating an ad that would send visitors to my blog, then I would enter http://CultofDigital.com in the empty field. Know more about creating a landing page for an ad here.
It is important to keep in mind that when you enter the website to which you want to send traffic, that you also add the appropriate UTM parameters. Facebook does not offer a very reliable conversion tracking. Therefore, using UTM parameters you can get accurate data about your Facebook ad performance in Google Analytics.
Step 4: Choose an Image for Your Ad
Once you enter the URL, Facebook does a nice job of guiding you through the ad creation flow. The first thing that you would be asked to do is to upload an image. Depending on which of the ad placement option you want to run the image size will vary. Tips on choosing the right Facebook ad image.
If you want to run an ad on the Newsfeed (desktop or mobile), then upload an image size of 600 x 315 pixels.
If you intend to run the Right hand side ads, then upload an image size of 100 x 72 pixels.
Facebook will provide you with a preview of how your ad would look with the image you upload. The preview is present for all ad placements. You can choose all ad placements within a single campaign, but I usually prefer one placement per campaign. Alternatively, you can create different ad groups for the different placements you might want to try. You would learn further below how to create different ad groups for the same campaign. Understand the Facebook ad campaign structure.
Step 5: Choose Ad Placement and Enter Ad Text
After you select the appropriate image. You need to enter the messaging for your Facebook ad. It should contain text that informs and encourages people to know more about your website. Depending on whether you run an ecommerce site, a blog or ticketing site, you should choose what the button should say. In my case, I want visitors to who are interested in learning about digital marketing to learn more about how to do it via Cult of Digital. So I use the Learn more button and also add text that tells them what this site would offer.
It is important to note that proper messaging and images can make your ad much more effective and give you the desired return-on-investment. Also in the image above, you can see the cross sign next to Mobile News Feed and Right Column – this means that I am only running my ads on the Desktop news feed.
Step 6: Choose Your Target Audience on Facebook
Now, with the creatives and the messaging in place. It is time to decide on what audience should see your ad. Since my site is fairly new at this time, I decide to show it users in the US who have shown an interest in digital marketing. Facebook’s precise interest targeting makes it very easy for me to do so. There are many other targeting options that Facebook offers that are usually equally or more effective. Learn more about targeting options on Facebook.
Of course, the above targeting might seem redundant since people who have shown an interest in digital marketing might already be know about it and do not need a site that teaches them. Nevertheless, you never know unless you try. And the first Facebook ad of any campaign should target the obvious and low hanging fruits. Other people who might want to learn about digital marketing can be eventually found via targeting reiterations over time.
Step 7: Name Your Ad Campaign and Ad Set
After you have decided on how your ad should look, what it should say and who should see it. Now it is time to name your Facebook ad campaign. This step also allows you to set your budget and decide how your ad should be scheduled. You could specify a start and end date or you could just set a beginning date and allow it to run as long as it works fine for you and pause it when the Facebook ads performance dips.
Make sure that the name you decide is descriptive. This helps you to know which campaign is what if you have more than one campaign running in your Facebook ad account. After naming the campaign, your ad set name needs to be descriptive; if you have more than one ad set. You could have one ad set that runs on the Desktop news feed, one on mobile and one on the right column of Facebook. If you run ads on different placements, then you can separately measure which placement works best for your business and optimize accordingly.
Step 8: Set up Bids for Your Ad
Facebook ads work on the auction system, which means you bid on Facebook and compete with other Facebook advertisers. Usually, Facebook will tell you what amount to bid for your ad with a suggested bid.
Facebook also offers different bidding options, such as CPC (cost-per-click), CPM (cost-per-mille), oCPM (optimized CPM). Eac of these bidding options work differently and give you different advantages. You can learn more about different bidding options on Facebook and they work. The image to the side shows the the suggest bid that Facebook offers its advertisers. It is recommended to use the median value as your bid.
Step 9: Place Order
Once you set the bid for your Facebook ad, you are all done. You can review your ad and click on the green Place Order button. Your Facebook ad will begin to show to your audience once it is approved. Facebook says that it takes up to 24 hours for your ad to be approved, but usually it is up and running in about fifteen minutes unless you specify a later date or time as discussed in Step 7.
The above nine steps can help you hit the ground running when you create a Facebook ad. It is fairly easy to run an ad with the intuitive layout that Facebook has designed for its advertisers dashboard. If applied properly, Facebook ads can allow you to generate good returns for your investment. While this is a tutorial on how to create an ad, there are things that can help your hyper-target and improve Facebook performance manifold, which will be discussed in subsequent posts. If you have any further questions or doubt, feel free to drop a comment below and I will be sure to answer them.