notes/media-facebook

ronny abraham 6f00359687 added info on Post Engagement ads

2025-03-10 02:34:49 +02:00

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Section 03 - Lessons 16 | Creating Facebook Ads

Links
Notes

Links

Notes

facebook page -> facebook ads

page and ads are seperate from personal profile
profile is only needed to create a Page and Business Manager
- business manager is linked with personal account login
- not published with friends unless invited
you have to create Page before creating an Ad
http://www.facebook.com/pages/creation

facebook ad creation levels (steps)

/notes/media-facebook/media/commit/6f003596876c71261f0c2b3c3dfed3909e9f5483/_share/media/img/facebook/envy/section%2003/lesson-16/e01.png

CAMPAIGN level set your objective
AD SET level
- set audience/ targeting
- set budget/ schedule
- set placement
AD level create your ad

step 1 - campaign objective

where you select what you want people to do when they get to your ad
when you create ads, choose your objective
using the correct CAMPAIN OBJECTIVE will help convert customers at each step of the funnel

consider ADs as a giant set of funnels

top of the funnel

building awareness about your brand
finding new potential customers

as they work down the funnel

direct them to take action
- make a purchase
- sign up for XYZ

step 2 - ad set

editing ad set will change Estimated Audience Size of ad campaign
- smaller audiences cost more, but are more relevent
- broad audiences will be lower cost, but are better for top of funnel ads

step 3 - the ad itself

create actual ad
- select media
- format
- links
- call to action

ad formats

format	description
image	ad specs and facebook images guide
video/slideshow	ad specs and facebook video guide
carousel	ad specs and facebook carousel guide
collection	ad specs and facebook collection guide
instant experience	ad specs and facebook instant experience guide

how to create Facebook ads

navigate to Ads manager http://business.facebook.com/adsmanager
click create button
choose buying type and campaing objective

campaign objectives

awareness

show ads to people who are most likely to remember them
good for
- reach
- brand awareness
- video views
- store location awareness

traffic

send people to a destination, like your website, app, instagram profile or facebok event
good for
- link clicks
- landing page views
- instagram profile visits
- messenger, instagram, and whatsapp

engagement

get more messages, purchases through messaging, video views, post engagement, Page likes or event responses
good for
- messenger, instagram and whatsapp
- video views
- post engagement
- conversions
- calls

leads

collect leads for your business or brand
good for
- instant forms
- messenger and instagram
- conversions
- calls

app promotion

find new people to install your app and continue using it
good for
- app installs
- app events

sales

find people likely to purchase your product or service
good for
- conversions
- catalog sales
- messenger, instagram and whatsapp
- calls

example using objectives to incrase sales

engagment objective

create posts with
- offer coupon
- discount
- etc
increase engagement of Facebook page posts

app promotion

increase installs of your mobile app

sales objective -> conversions

increase website conversions
- sales
- sign-ups
retarget warm audiences (users that have interacted with site or ad)
close the sale
example
- promote an expiring coupon code to urge warm audience to make a purchase

leads objective -> messages

connect with customers
answer questions
drive them from interest to purchase

first three steps of campaing objective

select objective
always choose manual setup
name the campaign
- e.g. CE-Traffic-men1830-USA
  - CE: Course Envy
  - Traffic: campaign objective
  - men1830: targeting men of ages 18-30
  - USA: country targeted
campaign budget
- type
  - daily
  - lifetime
- optimization
  - distributes across ads to get more results

help menu

lower left hand corner]

budget

start between $5 to $10 daily budget
when you see a high Return on Marketing Investment
- shut off losing ads
- continue testing winning ads

winning metrics

ad relevance: greater than 60%
cost per click (CPC): greater than 2%
Cost Per Lead (CPL): less than $1 (ONE dollar) (depends on industry)
Lead Capture Page Conversions: greater than 10%

scaling budget

must have winning budget
highly converting ad runnig
at that point scale up by 25% every 3-4 days

how to create each type of facebook campaign

awareness

purpose	increase awareness for brand
targets	facebook, instagram, messenger
formats	single image, single video, carousel slideshow

goal

increase Brand Recall Lift (number of people likely to remember your ads wihtin two days)
emotinally resonate with target customer
DO NOT SELL
AWARENESS ONLY

purpose

this is a touch point with a customer
- a customer needs on average 7 touch points (visually seeing brand) before remembering and purchasing from your business
introduction / ongoing "remember me" ad

best practices

subtle uses of brand
- associates talent and skill to brand
emotion provoking stories with brand
if no story or logo, then promote for FREE to learn more about brand
- pillar blog post
- service
- trial
- newsletter
- ebook
- webinar

audience

make audience wide
we are in discovery phase
to find your current audience
1. go to facebook page
2. professional dashboard
3. click on Audience
if you can't find Audience controls
1. got to Advantage+ Audience
2. TURN IT OFF
3. you got back your audience controls

placements

generally leave it on Advantage+, but it's a good option to SPLIT TEST
but if you want to go to MANUAL, then you have to TURN OFF ADVANTAGE
1. first move the mouse over to where it says Advantage+ placements
1. this will show highlight the 'Edit' button
1. click 'Edit'
2. if you want, you can now select 'Manual placements'

mobile test website

open your website or Facebook AD landing page URL in gogle chrome browser.
right click anywhere on the page
select inspect in the menu
click desktop mobie view toggle button

AD level

naming ad

use a name that describes the following:
- ad identity
- media
- call to action
- text
- links

ad identity

select facebook page
instagram account

media

Go to Ad Creative Section
click on 'Set up Creative'
pick either image or video
- video is best
- otherwise test three image options

call to action

in the case of a Traffic or Engagement add you can send someone somewhere
- under destination

Detailed targeting

found in Ad Set
in the audience section
- specify interests in the detailed targeting section

Carousel Ads

with a carousel you can identify which ad has the most clicks
take that ad and use it in a new campaign

Engagement Ads

to engage people with facebook page or post
- boosting posts
- getting page likes
- event responses/attendance

ad formats

single image
single video
slideshow

best practices

very little organic reach
- less than 10% are organic
- you must create post engagement ads
before you do that
- get clients to aminimum of 1000 page likes
  - so when a new customer sees the page they will be impressed

Create Post Engagement Ad

New Campaign

choose engagement objective

AD Set

Set Conversion Location to "on your ad"

set Engagement Type to 'Post Engagement'
set Performance Goals to 'Maximize Engagement with Post'
set Performance Goals to 'Maximize Engagement with Post'
make sure to exclude people who already like your page
leave placements as Advantage+

New Ad

split test using a single image AND a single video
- you want lowest cost per page like
give users an instant reason to like your page

best proctices for Post Engagement

this is meant to boost a specific post on page
facebook will target users more likely to engage
- like
- comment
- share post
if you want traffic to a site, such as a link, use a Traffic of Conversion objective

Post Engagement Split Test

create 3 campaign split tests
1. target a looklike audience of current facebook page followers
2. go broad and target competitors facebook page (or similar)
  - enable "advantage detailed targeting" option
3. target just current facebook page followers via custom audience

Lookalike Audience

in Ad Set
Go to Audience and select create new -> 'lookalike audience'
- select lookalike source
- choose small lookalike at 1%

Competitor

good top of funnel ad
good for making lookalike audiences
add interests in detailed targeting
click on "advantage detailed targeting" option
- allows you ta add competitors you forgot to add

Current

if you have 1000 followers its enough