4 Easy Steps to Setup a Facebook Ad Campaign
Facebook is considered the social media platform of choice for entrepreneurs and small businesses to launch their paid online marketing campaign. This is often because it is fairly easy to setup and allows scope for a lot of experimentation without investing a lot of time and money. Being an entrepreneur and especially if you are bootstrapping means money is a luxury you are definitely doing without.
So if you have been wondering how to setup your first campaign to get exactly what you want out of it, here are 4 easy steps to setup your first Facebook advertising campaign (and yeah, since we’re all kids at heart, we threw in a few kiddie analogies to make things easy for you):
A. Know Your Objective
Imagine you’re a 10-year-old setting up a lemonade stall selling lemonade with different flavours in it. Do you want people to taste your lemonade and tell you they ‘like’ it, or do you want them to drink it and pay for it or do you want them to drink a particular flavour and recommend it to their friends? In Facebook parlance, these 3 can be equated to –
- Liking the page,
- Clicking on a link provided in the ‘About’ section of your Facebook page to “Visit Website/App”, and
- Liking and sharing a single post on your Facebook page.
(2) and (3) are aimed at sending traffic to your site/app, whereas (1) is meant purely for increasing the number of page likes of your Facebook page. Decide what you want to promote:
- Promote your Facebook page
- Promote a CTA (Call to Action) such as a click to your website or an app download
- Promote a single post on your Facebook page
Note: Although (1) is typically for increasing the like count, some of your audience might click on the link to your site, so you may see a traffic spike/ increased app downloads.
B. Know Your Audience
As a teenager, did you ever try and talk to your parents or grandparents about how cool the latest band in town was, or how awesome the guy in the latest blockbuster movie was? Probably not. Advertising is no different. By whom do you want your ad to be seen – knowing this will help you draft a better ad campaign on Facebook.
Facebook allows you to configure a host of information about your targeted audience, such as their geographical location, age group, gender, languages, interests and targeting based on search behaviour, allowing you to target specific sections of your audience for directed campaigns.
While it is intuitive to select audiences whose interests are similar to the niche your business operates in, it helps to select interests not directly in your domain of operation. For e.g. if you are a school/university, you would typically select interests such as education, college, etc. But it might be interesting to add interests such as parenting, sports and maybe even McDonald’s.
C. Know Your Budget –
Technically, it is possible to setup a Facebook paid marketing campaign with as low as INR 40 or USD 40. While setting up a campaign, you will be asked to select the daily budget. Your daily budget will impact the number of people who will see your ad. You can choose to be charged for the impressions of your ad or for clicks.
Decide upon an initial amount with which you are ready to test the waters. Since you are running a campaign for the first time, do not bid for clicks, optimize your ad for impressions. This will allow you to perform an A/B testing, of your ads! Once you have the results of this first test campaign in front of you, you can extrapolate it to calculate the budget you will require to achieve your targets.
Note: The cost you will incur per acquisition (click to site/like/download/etc.) will be higher when your page is new. Facebook’s algorithm takes into account the age of the page, the content on your Facebook page and the product itself among other factors. As you Facebook page shows traction, this cost you incur will reduce.
D. Setup Billing –
As a kid, when your mom sent you off to the market to buy something, what was the last thing she used to give you (after telling you what to buy, how much to buy and where to buy it from). That’s right, money. Facebook is no different. In order to run any advertising campaign on Facebook, you will need to setup your “Billing” details. The steps detailed above laid the groundwork for your campaign. Now let’s set the ball rolling.
- Log in to Facebook, go to your dashboard and click on “Create Ad”
- On the next screen select the Objective (discussed in Step A). From the drop-down select the Facebook page you want to work with and click on “Continue”.
- Give your campaign a name. Choose this name carefully so that you can track it later in your reports.
- In the next step, add the Audience (from Step B).
- Set a daily budget (from Step C)
- Click on the green button that says “Place Order”.
- You will be prompted to fill in your payment information. Choose your payment method carefully, since this method will be treated as your Primary Payment Method for all future campaigns. Click on “Continue”.
Congrats! Your first ad is on its way!!! Don’t forget to monitor it closely so you understand the behaviour of the audience you are reaching out to.
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(Featured Image Source: Creative Commons used under a CC BY 2.0 license)