Facebook offers a wide variety of paid ad options and placements, but all ads can be broken down into three elements:
- The campaign houses all of your assets.
- Ad sets. If you’re targeting separate audiences with different characteristics, you’ll need an individual ad set for each.
- Your actual ads live within your ad sets. Each ad set can hold a variety of ads that vary in color, copy, images, etc.
Here are 7 Simple Steps To Follow When Setting Up Facebook Ads
- Setting Up Your Pixels and Re-Targeting
Now this is where the magic comes and also what 80% of Facebook advertisers simply ignore because it can get a little confusing to set up. I’m going to outline the different TYPES of pixels, when to use them, where they go, and most importantly… how YOU can use pixels to create higher converting Facebook ad campaigns.
First let’s cover the…
Website Custom Audience Pixel
First thing, you only have one pixel per Facebook account.
It should be placed in the <head> section of your site (so that it’s applied to all pages) OR you can manually add the snippet of code to each page in your sales funnel. See the image below to learn where you can grab your pixel code:
Website custom audiences are created for retargeting! By adding this pixel you will create custom audiences of people who visited your website (from ANY traffic source). This is worth it’s weight in gold which is why when setting up ads and paying to drive traffic into your website I start here!
Once you’ve installed the pixel, you can begin to create retargeting audiences.
In Ads manager click “Create Audience”, then “Custom Audience”, then “Website Traffic”
Here, you have a few options.
You can create audiences of people who have visited your entire site.
You can create audiences of people who have visited URLS with specific keywords.
You can create audiences of people who have visited specific web pages or not others.
So to sum it up Website Custom Audiences require ONE pixel to be placed on your site and then custom audiences to be created for retargeting within the Ads Manager.
Now let’s move on to the…
Remember I previously said you only have one pixel per Facebook account. So you will need to add a line of code to your current Facebook pixel code to track the conversions you are optimizing for. See the options below
A Facebook conversion pixel is a snippet of code provided by Facebook. The code is placed on a specific web page. When a user visits the page, it triggers the pixel and counts a “conversion”.
Essentially, conversion pixels are used to track how many times an action occurs. Without this metric we can’t track how each ad is performing and which ad is actually leading to conversions.
Now this conversion pixel will track leads and sales which depends on how you set up you Facebook ad and which metric you are targeting. So the conversion pixel will need to be placed in the <head> section on your thank you page or order confirmation page so that conversions can be tracked.
Now let’s dive in and get your ad created.
- Determine the most appropriate editor.
In Facebook you have two option to choose from the standard ads manager and the power editor. I would suggest you learn your way around the power editor as this enables you to get granular with your targeting options and this is a HUGE factor in the success of your ad campaign. So for me there is no choice really the power editor is where you need to be setting your ads up.
- Choose an objective.
When setting up your campaign you will have a couple of options to choose between and this also tells Facebook what your objectives are and they will place your ad in front of users likely to take the most action based on your choices. See the options available below:
Page Post Engagements
Click to Website
- Choose your audience.
If you’re just starting out with paid advertising on Facebook, it’s likely that you’ll have to experiment with several different targeting options until you reach an audience that fits just right. This is where you will need to test and refine as the campaign progresses.
Facebook’s built-in targeting is vast, including options such as:
Politics (U.S. only)
Be sure to get as granular as possible when selecting your audience as this will have a major impact on the overall performance of your ad campaigns.
- Set your budget.
Daily budget. If you want your ad set to run continuously throughout the day, this is the option you’ll want to go for. Using a daily budget means that Facebook will pace your spending per day. Keep in mind that the minimum daily budget for an ad set is $1.00 USD and must be at least 2X your CPC.
Lifetime budget. If you’re looking to run your ad for a specified length of time, select lifetime budget. This means that Facebook will pace your spend over the time period you set for the ad to run.
- Create your ad.
Facebook requires users to adhere to certain design criteria when setting up your ads so make sure you follow their guidelines to ensure your ad displays 100% correct.
For single image ads, they ask that users adhere to the following considerations:
Text: 90 characters
Link Title: 25 characters
Image ratio: 1.91:1
Image size: 1200 pixels x 627 pixels. (Use a minimum image width of 600 pixels for ads appearing in News Feed.)
- Report on the performance.
Once your ads are running, you’ll want to keep an eye on how they’re doing. Facebook’s Ad Manager is a sophisticated dashboard that provides users with an overview of all their campaigns.
Upfront, the dashboard highlights an estimate of how much you’re spending each day. The dashboard is organized by columns, which makes it easy to filter through your ads so you can create a custom view of your results. Key numbers like reach, frequency, and cost are readily available, making reporting on performance a no brainer.
Here are some of the key metrics to look for (and their definitions):
Performance. Can be customized further to include metrics like results, reach, frequency and impressions
Engagement. Can be customized further to include metrics like Page likes, Page engagement and post engagement
Videos. Can be customized further to include metrics like video views and avg. % of video viewed
Website. Can be customized further to include metrics like website actions (all), checkouts, payment details, purchases and adds to cart
Apps. Can be further customized to include metrics like app installs, app engagement, credit spends, mobile app actions and cost per app engagement
Events. Can be further customized to include metrics like event responses and cost per event response
Clicks. Can be further customized to include metrics like clicks, unique clicks, CTR (click-through rate) and CPC (cost per click)
Settings. Can be further customized to include metrics like start date, end date, ad set name, ad ID, delivery, bid and objective
If you follow the steps outlined above you should be on your way to creating a Facebook ad campaign which will drive highly focused and targeted traffic into your website all while building an audience which you can start re-targeting…
Then test fast, refine and scale…
Here are 7 Simple Steps To Follow When Setting Up Facebook Ads
- Set Up Your Pixels and Re-Targeting
- Determine the most appropriate editor
- Choose an objective
- Define your audience
- Set your budget
- Create your ad
- Report on the performance