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Written by Carly Stec CarlyStec. Are you targeting the right people? Are your image dimensions to scale? Are you running the right type of ad? If we're being honest, it can get a little confusing. With more than 2.
The trouble is, with both an investment of time and money on the line, there's not much room for oversight. To help, we've put together a checklist to help you keep all of your campaign details straight. Or watch this short video on how to increase the effectiveness of your ads and budget. These will help ensure that you're tapping into the right audience with the right ad at the right time. Facebook offers a variety of paid ad options and placements, but all ads can be broken down into three elements:.
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.
This is because you can't run ads through personal profiles. Once you log into the Ads Manager, you'll see a performance dashboard where all of your campaigns, ad sets, and ads will be listed including the results they've driven for your Facebook page. Unless you've already created an ad for your Facebook page, this dashboard will be empty. To create a new campaign, ad set, or ad through the Facebook Ad Manager, tab over to the type of ad you want to create and click the green "Create" button to far left of these ad types, as shown below.
You can see from this screenshot that we're currently set to create a new campaign. Facebook's Ads Manager, like many social media advertising networks, is designed with your campaign objective in mind. Before getting started, Ads Manager will prompt you to choose an objective for your campaign:. There are 11 different objectives to choose from.
The list includes everything from general brand awareness, to getting installs of your app, to increasing traffic to your online store.
By choosing one of these objectives, you're giving Facebook a better idea of what you'd like to do so they can present you with the best-suited ad options. As shown in the screenshot above, Facebook's ad options include:.
Let's say, for sake of this blog post, you're looking to drive more traffic to your website. When you select this option, Facebook will prompt you to enter the URL you're looking to promote. If you're using marketing automation software, be sure to create a unique tracking URL with UTM parameters for this to ensure that you'll be able to keep track of traffic and conversions from this ad.
Once selected, Facebook will then display the ad option that makes the most sense in terms of achieving this objective. Don't forget to download the Facebook Ads Checklist and save it for Facebook ad campaign best practices. Your next step is to configure your target audience -- you can do this for each ad set that belongs to the same campaign.
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. On Facebook, you can choose from a handful of campaign objectives that match your advertising goals.
For example, if you are looking to drive traffic to a physical location, you would use Store Traffic. Choosing the right objective is your first important decision when crafting your ad campaign. Facebook uses objectives to determine other elements of your campaign, such as available ad formats, bidding options and how it optimizes the campaign. If you need more help with picking the right objective for you, check out our in-depth guide to Facebook Campaign Objectives.
Naming conventions for your campaigns can be an easy way to organize your campaigns as you scale and run more of them. It also sets you up for hyper-efficient reporting later on when it comes time to analyze your results. Hopefully, this gives you some good ideas to keep your campaigns organized and simplify reporting later on.
On the next page, we have to make some decisions regarding the campaign as a whole. These include:. First up, you need to declare if your ad will be falling under one of the Special Categories. Lastly, we have campaign budget optimization. When this feature is turned on, Facebook will determine how to allocate your campaign budget among your many ad sets in the most effective way possible.
If you would rather not choose this, you can determine how much money will go to each ad set manually. We will go over this in more depth in Chapter 6. Make sure to take your time with your budget.
As you build your audience, Facebook will display your estimated daily reach and tell you if your audience is too big or too small using the meter on the right side of the page. With Facebook audiences, you can target likes or interests on Facebook, behaviors and even demographics.
All of this allows you to create very specific audiences to target in your campaign. Your choices, however, will be limited by the goal you have chosen for your campaign. By default, Facebook will have automatic placements selected that they believe give you the best results. If you would like to, you can also opt to choose your own placements. You can learn where your ads are having the biggest impact for the least amount of money. This is the final step of the campaign creation process.
Here, you can select your preferred Facebook ad type and insert your ad images and copy. All of these can be found in the Ad Creative section. AdEspresso is a web-based solution that allows you to create complex campaigns and run split tests without all of the extra fluff and inconvenience of using Facebook Ads Manager. To start, can click New campaign in the top left of the home screen after signing into your AdEspresso account.
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