4 STEPS TO CREATE A SUCCESSFUL FACEBOOK CAMPAIGN
Facebook Ads is a powerful and free tool to take your products and services directly to those who want or need to buy them.
This tool has great advantages for your business, one of the most striking is that the cost of advertising is really low compared to Google Ads for example, also its interface is very easy to use and I would dare to say that anyone with basic knowledge can learn to handle it and start attracting potential customers for your business.
With this guide you will be able to create a successful Facebook Ads campaign that will help you achieve measurable results and best of all, you can do it yourself. Define an objective, segment, target and measure everything that happens with the campaign.
Facebook ads are one of the most used channels by companies and professionals to promote their products and services.
BEFORE STARTING YOUR FACEBOOK ADS CAMPAIGN
Before creating an advertising campaign on Facebook Ads or any other advertising platform, you must have two clear and well-defined points.
1. THE BUYER PERSONA OR AVATAR
The buyer persona is a fictitious model of your ideal client, performing this exercise will allow you to perform a good segmentation within the advertising tool so you make sure that your ad is shown to the audience of your interest and not everyone, this leads to optimization of economic resources and an increase in the probability of generating a sale or attracting a contact, depending on your goal.
If you do not master these marketing strategies very well, here is a sample template that we use for buyer personas in Facebook and Instagram Ads campaigns.
2. THE CUSTOMER JOURNEY OR BUYING PROCESS
It is a model or matrix that allows us to follow the behavior of a person (our buyer persona) throughout the process of selling our product or service before becoming a customer. Each stage is different and obviously the needs and feelings of each person at each stage are different, so we must create specific content for each situation in which this potential customer is.
THE SUCCESS OF AN ADVERTISING CAMPAIGN LIES IN THE CORRECT SEGMENTATION OF THE AUDIENCE WE WANT TO REACH AND IN THE OFFER OF CONTENT, WHETHER FOR ATTRACTING OR SELLING, THAT WE DELIVER.
Now let's see the 4 key steps to create a successful Facebook Ads campaign.
1. CHOOSING THE DIGITAL MARKETING OBJECTIVE FOR THE ADVERTISING CAMPAIGN
The tool to create ads provided by Facebook Ads has everything you need to create an optimized campaign and really generate results.
The first step to go down this path is to be clear and defined what is the goal to be achieved with the ad, Facebook presents 3 types of general objective:
- Improve the positioning of the brand or business.
- Find potential customers for the business
- Increase conversions or sales for the business
In the article How to choose the advertising objective for my Facebook campaign? you can discover in more detail what can be achieved with the different objectives that the tool allows us to configure.
It is important to highlight that within each general objective you must choose a specific objective that will allow you to obtain the desired results with greater precision. Each of these objectives is detailed in the following image:
Once the objective is chosen, we name the campaign. A Facebook Ads campaign can contain several sets of ads, and in turn these can contain several ads, although with the dynamic ads functionality, we can create different texts, and upload several images so that the tool randomly creates combinations of ads and displays the one that delivers the best results. Remember that you must have created and installed your Facebook Pixel so that you can measure all the actions.
2. BUDGET AND AD SCHEDULING
Budget optimization allows you to distribute the money between the different ad sets you are going to create.
There are two types of budgets:
- Daily budget: average amount you are willing to pay per day for the ad to run.
- Total budget: this is the total amount you are willing to spend in total during the time the ad campaign is active.
You can also set a spending limit in the account to have more control of what you want to spend, to set this amount just follow these steps:
- Spending in the account
- Set limit (here you specify the spending limit you want to set for the account)
- Click on set limit.
The scheduling of ads, indicating the start and end of the campaign is done later, right after we have indicated the locations where we want the ad to be shown, however we bring it to this point, because this is where we can choose the option to publish ads continuously or according to a calendar.
The option of publishing according to calendar is only allowed, if we choose the total budget option, here we can choose the days and hours in which we want our ad to be displayed, this action allows us to have control of spending, publishing the ad in the time slot in which our target audience is more active.
Once you choose the total budget option, go to ad scheduling and there choose the option to publish ads according to calendar.
"Remember: you don't buy ads or the ability to show ads. What you tell us is how much you're willing to spend for us to show your ads to the people in your target audience who can contribute to the results you expect."
- Facebook Advertiser Help Service -
3. AD SET CONFIGURATION.
This is where you are going to use the template with all the information of your Buyer Persona "the ideal audience" of your business.
Here you choose the audience that you want to see the ad.
The segmentation that can be done is:
- By location: you can enter one or several countries, states, cities, provinces, etc.
- Age: here you select the ages in which the target audience is located.
- Gender: choose male or female or both genders.
- In detailed segmentation you will include all the buyer persona's interests and behaviors.
- Languages: this option is left blank unless the target audience speaks a different language than the one spoken in the chosen location, however we recommend specifying Spanish (all) and English (all), Spanish as a native language and English as one of the most important languages at a professional level.
- In the custom audiences section is where we can create audiences similar to our own Facebook and Instagram audience, customer databases, potential customer databases, among others.
4. DEFINE THE LOCATION OF THE AD
At this point you choose the places where you want the ad to appear, "show the ad to the right people in the right place" there are several ad placements on Facebook:
- Mobile News Feed
- Audience Network: ads will also show in the News Feed, apps and partner websites that are part of the Audience Network, here you can get more information, but it's in English 🙁
- Computer news section
- Computer right column
You must be clear about the sizes of the images, the times of videos, to choose the location, the tool itself is giving you the indications.
For example, if you only want to make an advertising campaign to be seen in Instagram stories, you will only have to deactivate the other locations and configure the ad according to the specifications of this location.
You can also choose the type of device where you want to see the ad, mobile or computer.
So far the 4 key points to keep in mind to create an advertising campaign on Facebook Ads, now let's see what happens with the ads.
START CREATING THE AD
1. Choose the multimedia content you are going to use in the ad (the graphic art or video).
2. Start with the text creation:
Remember that if you chose the dynamic content option in the same ad you will be able to create up to 5 contents.
✔️ Main text: here is where you write the content of the ad, if you are going to include a link try to put it in the first 3 lines to encourage the call to action, use a persuasive text, and rehearse with several texts of different lengths, it is also recommended to use emojis, as they make the publication closer and attract attention.
✔️ Title: titles should be brief, with a maximum of 255 characters, these serve to inform the audience what the ad is about. These will not be displayed in all placements.
✔️ Description: these are used to highlight or reinforce the title, why people should visit your website. They will not be displayed in all locations.
✔️ Call to action: Add a button that corresponds to the action you want people to take when they see your ad, for example if you want them to register use this option, or if they are simply going to get more information, choose this option or the one to see more, explore all the options that Facebook gives you and take the one that best suits your need.