When building your ad, you really need to create two separate parts. First part of the ad is the ad itself. By that I mean you have all of these things that comprise the ad:
- Choosing an Ad type
- Ad Copy
- Display Link
- Link Description
- Call To Action Button
The second part of building your ad is actually going into the Ads Manager (found in your Business Manager) and setting up the items above step by step in three different sections of the Ads Manager: Campaign, Ad Set, and Ad.
Building Your Ad
With this post I am using the same offer, sales funnel, and ad that I have used in my previous posts Offer and Sales Funnel . Once I am into Ads Manager the decisions I have made in these earlier posts will determine the selections available for me in the tool itself.
For example I am using a traffic objective. This means that for the rest of my time in Ads Manager the options I am given will be driven by that objective. If I were to pick a different objective, like Messaging, then my options would be different. Keep that in mind as you read through this example of setting up your ad. This will not be a step by step tutorial of setting up your specific ad, but rather an example of setting up one particular ad. With that covered let’s get into building the ad.
After we sign into Business Manager we are now ready to get into Ads Manager and start building our ad in Facebook’s system. Our first step is Campaign and within campaign deciding on our objective.
Choose your objective by trying to match the goal of your campaign as discussed in your offer and ad strategy. These objectives are broken down into 3 different sections:
- Brand Awareness
- App Installs
- Video Views
- Lead Generation
- Catalog Sales
- Store Traffic
If you’re unsure of what Facebook’s definitions are for each objective just place your cursor over the objective. When you do a little icon of a circle with an i will appear. Place your cursor over that icon and a brief description of the objective will pop up.
Continuing with our offer and ad from the previous 2 posts, we will select traffic. When doing so we will start the process of keeping track of website visitors.
Once we select the traffic objective we will also be asked to do a few more things:
- Campaign Name
- Create a split test
- Budget Optimization
- Campaign Budget
- Campaign Bid Strategy
I suggest you click on the little i icon by each of these to learn even more about them. For our ad I selected a name, decided against creating a split test, optimized budget across ad sets, went with a very low budget of $5.00 a day at the lowest cost strategy.
With this level we have Audience, Placements, and Budget & Schedule. These can be expanded upon depending on what your objective is. With our traffic objective we selected above we also need to fill in some information for Traffic and are also asked about Dynamic Creative and Offer.
Traffic, Dynamic Creative, and Offer
For Traffic we need to decide where we want to drive traffic. Options given are Website, App, Messenger, and WhatsApp. We decided we wanted to drive traffic to our website and one specific page, so we will select Website.
We are then given options to use Dynamic Creative and Offer, but since we are running a simple ad we have these options turned off.
Next you will define your audience. In our last post we came up with some audience guidelines. This is the place to select the traits you are looking for.
We selected a couple of cities + 15 miles out, selected our age, gender, and some interests in the detailed targeting section. As you build your audience you will see your Audience Size go up and down in a graphic to the right. When we were done selecting our audience criteria our graphic looked like the image below.
You want to show your ads to the right people in the right places, right? In the placement section you get to decide where your ad is going to show up. You have tons of choices here in the four main places: Facebook, Instagram, Audience Network, and Messenger.
Once you are in one of the four main places you get more precise locations such as Feeds and instant Articles for Facebook, Feed and Stories for Instagram, In-Stream Videos for Audience Network, and even Sponsored Messages for Messenger. Overall there are 15 options total for those four places.
With our ad we are going to keep it simple and just go with the two options for Instagram: Feed and Stories. We have a bigger following on Instagram in our local area so that is who we are going to serve our ad to in hopes of increasing the know, like, and trust factor of our business.
Budget & Schedule
Next is deciding on when we want our ads to appear and how much we would like to spend. For our ad set we are going to go with a schedule that has a start and end date. Our other option would have been to run our ad set continuously starting today.
Optimization for Ad Delivery is where we get to choose the event we want to optimize for in our ad set. Since we are running an ad to get people to land on a certain webpage we selected Landing Page views. However, if we had went with a different objective then we would have looked at the different options and picked one that best fit that objective.
Ad Set Spend Limits is the next section where we can decide to pick a minimum and a maximum to spend to help control ad spend for our ad set. Since this ad is just to get people to visit a webpage in hopes of getting more people to know, like, and trust us we went with a $5.00 maximum a day to get started. Our Ad Set Bid Strategy is lowest cost which allows for us to get the most landing page views for our budget and we will get charged per impression.
At the beginning of this post I spoke about the two different parts of your ad. Well, this is where we combine all parts of the actual ad (ad copy, the visuals, headline, etc) with Facebook’s system to distribute the ad.
We begin by selecting which Facebook Page and Instagram accounts we want to represent our business in our ads. Pretty easy to do since there are drop down boxes available for you to select your business accounts. Make sure to select the correct business if you have more than one to choose from!
When creating your ad you should have decided on the ad format you were going to use. The format choices we have available to us at this point in the process are Carousel, Single Image or Video, and Collection. In our example we decided to go with a video, so that is what we select.
This is where you will be uploading your images or video. When you make your selection Facebook gives you recommendations to the right of where you upload your media. For the video we will be uploading they give us recommended aspect ratios, formats,length of time, and file size. Here is a quick peek at the video after we sized it to specifications.
In the links section you really start to put the ad and funnel together. In the first section you select the link type for your ad. Our options are Website or Facebook Event. We will choose website since our sales funnel landing page is located on our website.
Next we get to enter our ad copy in the text section. We follow this up with entering the URL we want to promote, which is our landing page. Our Call to Action for this ad is Learn More so we select this in the drop-down. We also get to enter our display link. This is the URL that will be shown to people who see your ad.
We finally get to tie in our Facebook Pixel for our landing page to our ad. This will allow for us to track conversions, see activity, and build more audiences for ad targeting. The Pixel is key to getting the data we will need to see how everything is working.
With everything for the ad setup completed we are now ready to review the ad and confirm. If any errors pop up go back and make sure to fix them. Once done you get a preview of your ad. Here is a look at our ad.
All Together Now
If you have been following along with all of the posts explaining What We Do For You when it comes to setting up your Marketing Funnel system then you know that we have really just begun in the journey of paid traffic!
We discussed and created our Offer. We built our Sales Funnel and everything that entails. We finally put all of ad parts together in Ads Manager to get our ad out to our audience with this post. With everything in place in running we will finally begin to get data and Report what is happening with our ad and sales funnel.
For this particular ad we are going to let it run for a few weeks. At that point we will Report back with a new post to breakdown the results of the ad campaign and let you know where we will go from there! Good luck building your own ad. If you need any help just reach out to us and we would be glad to help!