Are you starting a Facebook ads campaign to take your business’ online presence to the next level?
No need to flounder around, lost on what to do. This checklist will help you streamline the whole process. Test and measure your effectiveness through these guidelines.
This checklist is subdivided into 3 categories. A three-pronged approach to help you launch an advertisement campaign on Facebook that will have solid results.
This is the first batch of steps that needs to get sorted for your paid Facebook advertising campaign. Get these done right and successful ads are within reach.
1.Set Your Goals and Objectives
The first thing to do is goal setting. Doing so will give you a more focused direction to take. If ever there are hiccups along the way, then adjusting your course will be a lot easier if you have a firm grasp on the big picture.
Ask the important questions. Why are you launching this campaign? Is it to generate more sales, improve your brand’s reputation, or stand out from the noise the competition is making? Is this for generating leads, to inform your loyal customers of new products and services, or to advertise a sale?
Next, figure out who exactly you are marketing to. Define your audience so you can customize your message for them. Have multiple audiences in mind? No problem. Categorize them clearly. Ask yourself what problems does your audience have that you can solve? What do they often use Facebook for? How can you leverage their use of this social media platform to get their attention and curiosity?
The answers to these questions will help you guide, test, and measure your results. By setting clear goals and objectives, analyzing advertisement metrics and data will be a more informed process. In turn, this will lead to better Facebook marketing decisions.
2.Have a Budget
Decide on a specific budget and don’t rely on the “we’ll see what happens” approach. Make sure that your budget is tied to your goals. For example, if you want more brand engagement, you might want to target 100 likes/comments per $5. Perhaps you want to generate 200 sales leads at a CPA (cost per acquisition) of $50.
By having a specific and measurable budget, you can easily adjust your campaigns in case an ad underperforms. In short, tracking key performance indicators will be smoother.
3.Determine the Campaign Duration
The same approach to budget setting should be taken when deciding the duration for your Facebook ad campaign. You can have a trial run of one week or go for a months-long campaign. But, again, the timeframe should be measurable and smartly tied to your goals and budget.
4.Create Ad Copies That Attract
Remember, you are not the only business advertising on Facebook. So, make sure that your ad copy is great and creative! There is no one format that works for all situations, though. But this is where knowing your goals and objectives come in. If you know who you are marketing to and why, then coming up with ad copies that your target market understands becomes easier.
Thousands of people will recognize this still from the Old Spice commercial. Those who don’t will at least stop for a bit and wonder why this man is bare-chested and on a horse, what he is selling, or what it is like to smell like a man. Simple, attractive ad copy.
Still need help in this area? Check out The Ad Copy Cheat Sheet by Facebook. The main takeaways here are being recognizable, customizing your ads according to who your audience are, and having a captivating call-to-action.
5.Craft a Killer Landing Page that Converts
Now that you have created a compelling call-to-action, you need to follow through brilliantly. When people see click on your advertisement on Facebook, they will either be taken to your Facebook business page or to your website. Make sure that wherever they land, that page will wow them!
This doesn’t mean that you’ll have to focus on catchy imagery all the time, although that is part of it. Wowing your audience can also mean providing them the solutions to their problems in a fuss-free manner. It can also be teaching them something that they have not thought about. Or, it can be having a page containing a message that connects with your audience deeply. Overall, it is all about having a fulfilling landing page experience.
Leverage free content as well. Make sure though that any free thing you are giving away is actually valuable and not mere clickbait. Providing a free and highly useful tutorial in exchange for your target audience’s email subscriptions, for example, is a great thing to do. The idea here is to have a landing page that retains your visitors’ attention and not make them feel like they have wasted their time.
6.Access to Facebook Page and Ad Account
Once you have all of the above ready, make sure that you do have full control of your Facebook page and ad account. Have the passwords in hand. Set up the credit card you’ll be using for payments. Make sure as well that if there are other people using your business FB page, then they are fully prepared for the ad campaign you are about to launch.
It is time to get your advertisement going. The great thing about advertising on Facebook is that the setup process is fairly easy. Facebook provides an intuitive dashboard and even offers a tour of the Ads Manager section for the uninitiated.
Here are the technical steps to follow to get your ad live.
1. Create a new Campaign.
Open the Facebook Ad Manager and create a new Campaign. You can either choose the “Guided Creation” or “Quick Creation”. For the purposes of this guide and to give you a detailed look into the setup process, choose the first option.
2. Set the Objective.
Choose an objective from the menu. You can choose between Awareness, Consideration, and Conversion. After that, you can name your Campaign and can also opt to “Create a Split Test” for better results tracking.
3. Complete the Ad Set Details.
The information you need to put in here depends on the objective you have selected. If you chose “Traffic”, then you need to specify your landing page, Offer, and Variable.
4. Set the Budget and Schedule.
Input your budget amount and the duration of your campaign.
5. Create the Ad.
This is the part where you use that creative ad copy and any attractive image, content, or video you have formulated during the pre-setup process. Facebook allows advertisers to choose an ad format, too. After that, you will have to input the link to your landing page and select your call to action. All the time, Facebook will show you a preview of your ad so it is easy to see what is happening.
6. Confirm Your Ad.
Once you have set up all of the necessary details for your ad, recheck everything then hit the Confirm button. Facebook will inform you that your ad is under review, so just wait for a bit. After a while, if there are no problems, then your ad will now be live! In case Facebook spots something that doesn’t quite meet their guidelines, you will be informed so you can make the necessary changes.
After your ad is live, monitoring and tracking the data as well as measuring the results come next.
1.Set Up Facebook Pixel
During the creation of an ad, right before clicking the Confirm button, Facebook gives you the option to enable Facebook Pixel, App Events, and Offline Events. It is highly advisable that you activate any of these three conversion tracking tools depending on your goals.
Facebook Pixel enables you to add a pixel code to your website or landing page so you can better monitor conversions and audience. If you are advertising for an app, then setting App Events is the way to go. Offline Events, meanwhile, gives you more power over your advertising data as you can upload offline sales and interaction data. Facebook will then help you crunch these numbers together with the online results.
2.Monitor Results via Facebook’s Measure and Report Menu
Facebook provides comprehensive results monitoring tools to its advertisers. Take full advantage of these by going to the Measure and Report section of the Ads Manager. There you can find Analytics and other important data that will help you analyze the performance of your ad campaign.
If your ad is not performing as well as expected, then take a look again at your ad copy, landing page, images, or videos. Do they provide value? Are they attractive and persuasive? Is the call-to-action working? Make the necessary changes.
4.Nurture Your Leads and Build from Your Results
Once you obtain the leads, engagement, or audience you aimed for, don’t stop there. Nurture them, engage them further, and really make them fall in love with your business.As for the data that you crunched and analyzed, use them as foundation for future successful ad campaigns. Utilize them to get to know your audience better and figure out what makes them buy your products or services.
Advertising on Facebook has plenty of potential to get your brand noticed and to communicate better with your target audience. It might feel overwhelming at first, but by following this checklist, the process will be smoother.
Not sure where to start with Facebook Ads for your business?
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