Run a Successful Facebook Advertisement Campaign: Part 4
Launching a Successful Ad Campaign – Make it Work For You!
You have done all the hard work, all the research, changed the words on your Copy, viewed your media and your design with a very stern critical eye, breathed a sigh of relief and said “anchors away!”. So how do you launch your marketing feat into the rough seas of Facebook advertising? As always, we are here to guide you on your maiden, or maybe not so maiden, voyage and soon you will find a rhythm in choppy waves of the ever-changing Digital Marketing World!
Deploying Your Campaign
To set up this campaign inside Facebook, you will want to begin inside the Business Manager. If you don’t have a business manager account yet and may not even know what it is, simply Google “how to set up business manager” and you will get a step by step guide to help you out.
However, before we begin it’s crucial that you have your Pixels set up before you create the custom conversion. Once your Pixels are in place, you want to go inside your Ads Manager or if you want to write big long ads without character restriction, then use the Power Editor. And right there at the top left is your Business Manager, where all your account and Facebook information live. Either way, regardless of which tool you are using, the following actions are pretty much the same.
When we are going to set up campaigns that generate leads, you are basically telling Facebook, “I want as many people to opt in for this particular lead magnet as possible.
I don’t just want website clicks or engagement with my post, I don’t just want “likes” on my page, or installs of my app, or raising attendance of my events, NO, I want people to actually opt in on my website!”.
What’s your objective?
So to give Facebook this message, you’re going to select the Marketing Objective from the list on your screen as Increased Conversions on Your Website. It is common to name your campaign after whatever the special offer is but it’s totally up to you.
What conversions did you have in mind?
On the next section, where it says “Conversion”, that is where you are going to select what conversion you want to actually happen. Which page do you want your customers re-directed to once they do the initial sign up?
If you don’t already have a conversion set up with Facebook, then you would go to the Create a Custom Conversion page and select URL Equals, and then copy in the web address of the page where you want your customers to land after signing up (make sure to take out the “http://”); select your Category, in this case it is a Lead. And then select “next”. It will show up in your Conversion selection with a red dot next to it. At this point you want to refresh your landing page with that address a few times so that Facebook can pick up on the traffic on that page.
Once the custom conversion is set up, and you’ve refreshed the page a few times, select that conversion from the list and make sure that the dot is now green (not red).
Now it’s on to your audience!
Now you will see how much attention you have paid in the previous articles as the next section is Audience, this is where you will put your new Targeting skills to the test. Set up the top cities, states or countries where you want to sell your product. It’s best to leave age and gender wide open because you just never know where your next good lead may come from (of course this all depends on what service or product you are selling). So while your target age may be limited, don’t ever forget that Facebook, first and foremost, is a SOCIAL NETWORKING platform and people like to share good information!
Add in the interests of your target audience. If you’re having trouble coming up with more interests, click down in the Digital Targeting/Conversion section and Facebook will give you more suggestions that are most like the ones you’ve already put in. Remember our yoga reference, keep your interests relevant to your product.
Don’t pay too much attention to the dial at the top right of the screen as it’s not always accurate, mostly focus on the actual numbers given at the bottom right for your Potential Reach. Remember your sweet spot is anywhere between between 500,000 and 1,500, 000. You can go up to a little higher but try to stay below 2,500,000 otherwise you are just spreading your campaign too thin.
Take a look at the Placement section, I recommend starting with the Mobile News Feed, Desktop News Feed and Desktop Right Column, this should get you started nicely, you can always adjust it later but always remember the golden rule “moderation and targeting”.
What about the budget?
For the Budget, unless you are doing an event with a deadline, then you want to do a Daily Budget and select Run Continuously. Start your daily budget with as much as you can.
Make sure that you set your Optimization for Conversions and set your conversion window for 1 day as you want it to start happening now, not in a week. The rest of the options on that page should stay just as they are. Again, remember, if at any point in time you are stuck or unsure, a Facebook Advertising Virtual Assistant will help you through the rough patches. If you’re anything like me and love to be a know it all then joining our 6 month DIY Digital Marketing Implementation Coaching Program is the right move for you. For a free consultation contact us today!!
Now! Scroll over for Create New Advert, you can always use the existing post from your page and just post that first or you can create a new advert if you are feeling creative and adventurous. Here is where you can decide whether to do a Carousel, Single Image, Single Video or a Slideshow. I recommend starting with a single image or video, depending on your best creative mode.
In Pages and Links section you can input your Facebook page and your website URL for your landing page. Follow the rest of the sections to fill out your ad, it is pretty intuitive and self-explanatory.
If you have a great designer and you just can’t decide on one image, you can test several images at the same time to see which will give you the best results. To do that, select the multiple images instead of singular and when you place your order, Facebook will run them as separate ads and you will be able to track which resonates best with your clients.
Once you have done all this, you are ready to place your order and you are ready to run your ad! Ideally you want to run your campaign as close to a week as possible without touching or altering anything. Facebook needs time to optimize your campaign and figure out what the people who are converting and downloading your lead magnet actually “look like”. Just give Facebook enough time to optimize. After that you can go in and make the necessary adjustments on cost per lead, which ads to turn off, how to scale and what doesn’t work, based on the feedback that you are getting.
Scaling Your Campaign – It’s All About Options!
When it comes to Campaign scaling, there are really 2 main ways to go about it:
- The first and the easiest way is to simply increase the budget by about 50% every 3-5 days a week until that particular ad set is no longer breaking even in terms of revenue for you, or according to whatever success metric you have decided to use. If you throw a huge budget at the ad set from the beginning Facebook is not going to know what to do with the extra money. By increasing your budget in stages, you allow Facebook to spread out the finances and slowly scale the ad set up until the desired goal is achieved.
- The other way to scale the ad set is horizontally. That will allow you to run more ad sets overtime and when you see that a particular ad set is working, you will want to show it to more people. The way you can do that is by duplicating an ad inside the Power Editor and then keeping everything the same except who you’re targeting. There are few ways to figure out whom to scale the ad to:
- First of all, under the “audiences” tab you can create a “look-a-like audience” based off of people who have already signed up on your landing page. So your source would be the custom events that you’ve created from the pixel of people who actually opted in, you can put your primary country in here and you would start with the audience size of 1%. This is going to give you an audience of around 2,000,000 people who look most like the people who have already taken the action of opting in through your lead magnet. When creating the new ad set you would target this look-a-like.
- You could also target other interests, so you can go to an Audience Insight tool and you can type in the interests that are inside of an existing ad set that is converting audiences right now and then hop over to Pages Liked, and Facebook will tell you about the other “likes” that are most related to the interests that you have inserted into this box.
I need help!
Both options are quite simple and straightforward, all you have to do is figure out which one of them works best for your product launch and target marketing. If this seems a little overwhelming, you can always look into hiring a Facebook Virtual Assistant. For more information on how a Facebook Virtual Assistant can help you contact us here at Up Automation for you free 30 minute consultation.
And now we arrive at the end of our 4 part series and I sincerely hope that you have been able to take these ideas and implement them into your existing advertisement campaigns. These ideas work and they work well so the question is, how far will you let them take you?