Whenever you want to make a Facebook ads the process is broken down into three steps. You have the complete freedom to add some information at any step of the process.
– Campaigns: Define your objective
Campaigns, ad sets and ads are all referred to as ad objects. According to the Diagram it shows that campaigns contain both ad sets and ads. The options that you set at the level of the campaign reflect a concrete business goal. This business goal you require the ad to drive is your marketing objective that can be either brand awareness or product sales.
All the ad sets and the ads that are available in one campaign will be sharing the same ad objective. Each campaign can have various ad sets and every ad sets can contain more than one Ad. Accordingly when any edits are made in the ad set they also apply on the ads within this ad set. The same scenario goes with the campaigns when you make any edits they will affect both ad sets and ads.
Facebook always tries to make ad creation and delivery simple by making it based on marketing objectives at the campaign level. Whenever you select a certain objective consequently it sets the business goals that you want your campaign to accomplish. This allows Facebook to determine the best ad placements, calls to action, formats and deliver you message to the right people.
In order to get started you can access http://facebook.com/ads/manage/powereditor , and look for the Create button.
In order to make your ad Campaign you have to select the objective of the campaign and give it a meaningful name.
You have to carefully evaluate all the ten marketing objectives that are available on fb.
– Awareness: Drive interest and attention
Facebook offers 2 objectives for your awareness campaign
1- Firstly, there is brand awareness which is used when you want to display your ad to people most likely to be interested in your product or service
2- Secondly, Reach objective shows your ad to the maximum number of people, and includes local awareness targeting
– Consideration: Persuade and engage
The customer journey with you is really long, consideration is at the middle of this journey when people are aware of the brand but they are still not ready to make purchase.
1- The objective of the Traffic is that it helps you to drive people to a Facebook page, a website or the messenger app.
2- While the intention of Engagement ads is to increase page likes, post engagement or event responses.
3- App installs objective is really important when you want people to install your desktop or mobile app.
4- If you want to show your content to people who are most likely to watch it, then go with Video Views
5- Last but not least, Lead Generation ads that encourage people to use a mobile friendly form in order to share their contact details.
– Conversion: Encourage meaningful results
Conversion is ads drive action –Such as a purchase or donation
1- At the beginning, Conversion ads which are used to ask people to do something in an app or website. Install the Facebook pixel to a website or SDK to an app to track people actions, create audience and optimize ad delivery based on those actions.
2- Moving to the Product Catalogue Sales which is useful only for eCommerce companies, in which you can just upload an image of the item that you want to sell and Facebook will display to different people various items according to their engagement with the ads in the past.
3- Finally is the Store Visits which is used to encourage people to visit your brick and mortar locations.
– Ad Sets: Define your Strategy
When the advertiser adds an ad set he has to choose the delivery preferences by defining the audience, choosing placements and establishing a schedule and budget.
– Specify an audience
Facebook gives you the chance to target different types of audience
1- New Audiences that are created manually within the ad set are called Core Audiences. You can use Facebook data to target them.
2- While Custom Audiences are those who let you put your proprietary data securely- or leverage Facebook engagement data- to be able to reach people whom you already have a relationship with as people who provided their contact details, visited your website or liked your Facebook page.
3- Finally, Lookalike Audiences it makes new audiences by combining Saved Audiences or Custom Audiences with Facebook data.
Core Audience targeting options include gender, age, interest, location, language and behavior.
– Select Placements
Your ads can appear not only on Facebook family of apps and services but it can appear on multiple platforms.
The placement that will be available for you will vary according to the objective of your campaign, but it will include one of the following:
– Facebook ads can appear in News feed, Instant articles, as in stream video and in the right column on the desktop.
– Instagram ads can appear in Stories and Feeds, but if you select instagram stories as a placement, your ad will not appear anywhere else.
– Audience Network it extends your ad to other website publishers and apps in a range of placement including banner, native, interstitial and in stream video.
– Messenger ads can drive scaled communication and re-engagement. They may appear either on messenger home screen or maybe sponsored messages.
If you will run your ads in Audience Network, in stream video placement or Instant Article, you can restrict the type of content that your apps appear alongside; excludable categories include mature content, gambling and debatable social issues. Moreover the advertiser can create a block list including all the publishers, Facebook pages and websites that they are unwilling that their apps appear on. Although they have to take care that those restrictions will limit the number of people that the ad will appear to.
– Choose a budget and schedule
The advertiser can set either a daily or lifetime budget for his ad, in addition to choosing a start and end date. When you put the budget, Facebook can tell you how many people are likely to see your ad (estimated reach).
Take into consideration that optimization options and when you get charged differs according to the campaign objective.
– Ads: Get Creative
At the ad level which is the last level you will select the ad format and connect it to a Facebook page or Instagram account that you are managing. Give the ad a remarkable name to be able to