Clearly Define Your Objective With Facebook
🚀 Goal
To take a Facebook Ad campaign all the way from idea to execution.
🤔Why This Is Important
To succeed with Facebook Ads you will need a solid, repeatable, and scalable process in place that sets you up for success and allows you to learn every day from your past results.
🗓️ When Is This Done
Every time you want to launch a new Facebook Ads campaign.
👱‍♂️ Who Does This
The person responsible for Paid Media.
⚠️ Prerequisites Or Requirements
You will need to be ready to launch Facebook Ad Campaigns, this means having an ad account, having installed the pixel, and tracking conversions on your site. If you haven’t done so already, follow Recipe 003: Get Ready to run Paid Ads on Facebook.Â
Step 1 – Clearly define your objective with Facebook
To start, go to the Facebook Ads Manager and click on “Create” to open a new campaign. Select your campaign objective based on the goal you’ve defined, whether it’s Leads, Sales, Engagement, or another focus. This step will guide you through setting up your campaign structure, including audience targeting, budget, and ad placements.
Once you’ve set the basics, you’ll move on to creating the ad itself, where you can customize visuals, headlines, and call-to-action buttons to align with your campaign goals
Here’s how each campaign objective aligns with key business goals:
- Awareness: Introduce your brand to a new audience, building recognition and interest.
- Traffic: Direct people to a specific webpage, app, or Facebook Page to increase visits and engagement with your online platforms.
- Engagement: Connect with people likely to interact with your business, whether by liking, sharing, commenting, or sending messages.
- Leads: Bring new prospects into your sales funnel through messages, phone calls, or signups, helping build your potential customer base.
- App Promotion: Encourage mobile users to install your app or perform a specific action within the app to boost engagement and usage.
- Sales: Target people most inclined to purchase your product or service, focusing on conversions and direct sales.
Step 2: Define Your Campaign Settings
Step 3: Set your budget
Next, click into the Ad set options. This is where you’ll decide which specific performance goal you want to reach and how much money you want to spend to get there. You can choose between a daily budget and a lifetime budget.
Daily budget runs your ad continuously throughout the day, with a minimum of $1.00 per day. A lifetime budget runs your ad for a specified time period.
Set the start and end dates if you want to schedule your ad in the future or choose to make it live right away.
You can also choose to schedule your budget in advance, in case you want to increase your spend at certain high-traffic times.
Step 4: Target your audienceÂ
When you want to dial in your ad targeting, you have a couple of options:
- Sketch out the basic details (like age, location, and language) and let Meta’s Advantage+ technology automatically find your audience, or
- Switch to Facebook’s original audience targeting options and build out your audience yourself
If you’re just getting started, we’d recommend letting Facebook’s AI do the targeting for you
Step 5: Choose your Facebook ad placementsÂ
Next, choose where your ad appears. You can let Facebook choose automatically with Advantage+ placements or pick manually. If you’re new, start with Advantage+.
After a while, you can review your ad performance and switch to manual for better optimization. Your manual options will vary based on your chosen campaign objective but may include the following:
- Device type. Mobile, desktop, or both.
- Platform. Facebook, Instagram, Audience Network, and/or Messenger
- Placements. Feeds, Stories, Reels, in-stream (for videos), search, messages, overlay and post-loop ads on Reels, search, in-article, and apps and sites (external to Facebook).
- Specific mobile devices and operating systems. iOS, Android, feature phones, or all devices.
- Only when connected to WiFi. The ad only shows when the user’s device is connected to WiFi.
Step 6: Create your ad
You’re almost done! Next, click into the Ad options.
Choose the ad format that aligns with your campaign objectives. Then enter the text and media components for your ad. The formats available will vary based on the campaign objective you selected back at the beginning of this process.
Follow the prompts and design recommendations provided by Facebook based on your chosen ad type.
Use the preview tool at the right of the page to make sure your ad looks good for all potential placements. When you’re happy with your choices, click the green Publish button to launch your ad.
Step 7: Monitor your ad’s performance metrics
Once your ad’s running, keep an eye on its performance in Ads Manager. Look for key metrics like results, reach, engagement, video views, website actions, and more.
