A How-To Guide for Setting Up A Facebook

“Page Likes” Ad Campaign

Segmenting campaigns by desired goals is best. For example, if your goal is to generate likes and increase sales, set up 2 separate campaigns for each of these conversion types.

Choose Your Goal

Goal

For this example, we’re going to set up a basic “Page Likes” campaign.

Upload Your Image Ads

Like AdWords, running multiple image ads parallel to each other is a best practice. This enables you to run ad tests and determine which ads work better to achieve your goals.

Ad Text

● Limited to 90 characters.● Facebook ad text should be

much more exciting and enticing than AdWords. Users are not actively searching for these products, so jumping out to them in your ad copy & images is crucial.

Ad Placements

Desktop News Feed Mobile News Feed

Right Column (Desktop Only)

Desktop News Feed Ads

● Can send traffic to:○ Facebook pages○ Facebook posts○ Facebook apps○ Facebook events

● Also available for retargeting

● Sponsored Story pages, posts, apps, & events

Mobile News Feed Ads

● Only ad type available for mobile

● Sponsored story pages, posts, apps, or events

Right Column Ads● Great for

promoting outside websites

● Also can be used to promote Facebook pages, posts, apps, and events

When choosing an image ad for Right Column placement, avoid using images with text or small objects because of the small size.

Which Placement Do I Choose?

● Generally, pricing goes as follows (from most

expensive to least expensive):o Desktop News Feedo Mobile News Feedo Right Column

● Depending on the campaigns objective and what you’re trying to sell or promote, placement location works differently for everyone.

Where Should I Drive Traffic?

● The general rule of thumb when deciding where to send your ad traffic:o Branding purposes → Facebook Pageo Driving non-Facebook conversions → Outside

Landing Page● However, if your Facebook page is not very active and

isn’t posting new content at least once every few days, it probably isn’t worth sending traffic to. Instead, send them to your website.

Audience Targeting

● Location● Age● Gender● Language

The “Audience Definition” area tells you how broad or defined your reach is. Pay attention to this because it’s easy to make your reach far bigger than you should.

More Demographics

● Optional targeting● Very specific● Great addition to

the other forms of targeting if your reach is too large

Interest Targeting

Choose from a list of categories….

….or search for specific pages/interests.

Behavior Targeting

If you want to narrow your reach even further, use behavior targeting. You can target people based off of purchase behavior, intent to buy, device usage, etc.

If you’re selling a certain type of product, such as shoes, you can choose to target the category, “Shoes”.

ConnectionsIn this section, you can define your reach even further by choosing people with a specific connection (or none at all) to your Facebook page.

The Advanced connection targeting option allows you to (1) specifically target people associated with an app or event name you host; (2) exclude people associated with an app or event you host; or (3) reach friends of the users who have “liked” your page.

Budget

*There is no “minimum spend” on Facebook ads.After entering your daily budget, your estimated daily reach will be shown in the right-hand column.

Bidding

● Choose the type of bidding you’re used to & feel most comfortable with. (This won’t affect the price.)

Bid Pricing

● Choose to either optimized bidding (automatic), or to manually set your bids.

● If you set your own bid, choose a bid somewhere inside of the suggested bid range to start. (You can always adjust the bids later.)

Place Your Order & Submit

● Double-check all of the settings & targeting options, and you’re ready to place your order!

● It usually takes only a few hours for your ads to be approved.