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Facebook Ads: one of the pillars of digital marketing

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How to create a campaign on Facebook?
Get started in Facebook advertising step by step
1. Selection of the appropriate type of campaign
2. Audience: choose the target audience
3. Define budget and schedule
4. Create ads and publish the campaign


Facebook Ads: one of the pillars of digital marketing

Every day, more than 900 million people visit Facebook. Companies that have a page on this platform benefit from its wide reach. However, for a project to be successful with this type of advertising, it takes more than a corporate Fanpage. Facebook Ads should be considered as part of any digital marketing strategy, especially because of the ease with which they can be targeted to a certain target audience..

  1. How to create a campaign on Facebook?
    1. 1. Selection of the appropriate type of campaign
    2. 2. Audience: choose the target audience
    3. 3. Define budget and schedule
    4. 4. Create ads and publish the campaign
  2. Get started in Facebook advertising step by step

How to create a campaign on Facebook?

The first step to creating a personalized campaign in Facebook Ads is to create a Fanpage. From the administrator account in the upper right corner the option? Create ads ?. In this section it is possible to manage data and special characteristics, make the last adjustments and publish the ad once the payment details have been specified.

Creating a campaign on Facebook consists of four steps:

  1. Selection of the type of campaign
  2. Definition of the target audience
  3. Set budget and schedule
  4. Create the ad and publish the campaign

Sell ​​on social media

1. Selection of the appropriate type of campaign

The Facebook ad manager offers the possibility to choose between different types of campaigns, thus defining the objective of a campaign . Possibilities range from promoting your own Fanpage to ads targeting people within the radius of a business..

The first step is to select the objective to start developing the campaign

Below we will summarize the main differences and the most important objectives of the different types of campaigns.

  • Promote your publications: The Page Post Ads Engagement promote published content in a Fanpage. The goal is to encourage people to interact? Like ?, comment and share? with the content, to increase the traffic of the web pages linked in the messages.
  • Promote your page: The objective of Page Like Ads is to attract more visitors to the corporate Facebook page and thus get more fans. This form of Facebook Ads is mainly used to increase the visibility of a Fanpage and get new customers.
  • Attract people to your website: If the intention is to attract more traffic to the website itself, it is necessary to acquire the so-called Click to Website Ads. These link to a specific website, regardless of the landing page. You need to create and install the so-called Conversion Pixel to closely track the success of these types of Facebook ads (eg sales, reservations, etc.).
  • Increase conversions on your website: The so-called Conversion Pixel is not strictly speaking a type of ad, but rather an additional option for users who want to increase and measure their conversion rate. As mentioned in the previous point, the web owner needs to create a Conversion Pixel to connect the Facebook advertising with his own web page.
  • Get more installations of your application: Using Facebook Ads you can promote both programs and applications. Ads are created with a link to the respective App Store. Along with the button? Install? (? Call to Action?), These ads include images or a short video about the application. In the same context there is also the option? Increase interaction with your application ?, to get users to interact with the application.
  • Reach people who are close to your business: These Facebook ads help find potential customers within a certain radius of distance. They are essential for reaching a regional target audience and especially interesting for shops or service providers. When a customer arrives at a business as a result of an online advertisement, they speak of "walk-ins". In addition, by choosing the area in which the ad will be displayed, it is possible to recognize the number of potential customers that are there.
  • Increase the number of attendees to an event: Another type of Facebook Ads allows you to promote events - such as seminars, conferences or trade shows. In this way, it is possible for a company to directly target interested people and potential attendees. It is also possible to modify the ad by adding new data, schedule changes and even canceling it.  
  •   Get people to request an offer: Facebook Ads allows you to mark a new entry as an offer. In this way it is possible to communicate discounts and promotions. The so-called Offer Claim Ads advertise this type of commercial activities and are characterized by reaching a wider audience, and not just the followers of a certain Fanpage.
  • Get more views of a video: There are special Video Ads to promote shared videos. Deploying high-quality content offers many advantages for YouTube and other platforms. Videos are playing an increasingly important role in social media marketing.

Facebook offers companies and freelancers from all sectors different ways to create effective ads and campaigns always focused on a specific target audience, thus meeting the advertising needs of any project. The next step is to define the audience, that is, who is specifically targeted by Facebook Ads. 

2. Audience: choose the target audience

Determining your target audience is one of the most important steps in creating Facebook Ads, as it ensures that your advertising reaches the right audience - which has a positive effect on the profitability of Facebook Ads. Thus, for the campaign to be effective, it is necessary to make individual adjustments and define the Custom Audience . Alternatively, it is also possible to use the targeting services offered by Facebook..

Custom Audiences
Custom Audiences defines the target audience for an advertising campaign on Facebook and requires prior contact information for your customers - such as phone numbers or email addresses. You can upload this information through the ad manager. Thus, Facebook identifies those customers who are users of the social network and automatically creates a Custom Audience. But remember: In Spain, the Organic Law on Data Protection and the Law on the Defense of Competition are very strict, so it is only allowed to use personal information of those users who have so arranged, such as with the subscription to a newsletter.

Website Custom Audiences
Using the information collected through your own website will always be more effective. Under the classic principle of retargeting, advertising on Facebook reaches those users who visited the web at some point and who are registered on its network. The biggest advantage is, therefore, the notable decrease in the bounce rate as a result of the ads being aimed at those users who showed interest in the content or products of the web project at a certain time. For a better retargeting tracking through Facebook Ads it is recommended to integrate a code snippet (Pixel) on your website.

Lookalike Audiences
Once a Custom Audience is created, Facebook will determine the so-called Lookalike Audience . Your goal is to find potential users similar to your frequent customers . In case there are similarities in factors such as location, age, gender or interests, Facebook will classify a user as? Similar? and it will create a list with which the ads will be deployed.

Standard targeting options
In case a user does not have any kind of data about their customers or visitors, Facebook offers some targeting tools. These define the target audience of a campaign depending for example on:

  • Venue
    A shop in Barcelona will want to target its Facebook ads to natural customers of or residents of Barcelona, ​​just as a car rental company operating throughout Europe will not want to locate its services in a small area near its headquarters. Facebook allows customer ads to be based on places that are relevant to your business. This selection includes countries, regions, cities, and postal codes.
  • Demographics
    For many products, it makes sense to target exclusively male or female, and even only specific age groups. Selecting demographics, such as age, gender, and language, ensures better ad reach . There is also the possibility to take into account characteristics such as level of education, profession or income level.
  • Interests
    The selection of categories and subcategories predefined by Facebook allows you to specify categories that group the interests of a certain group of users. These interests are the result of specific metrics and statistics depending on the activity of a user, such as "likes", events or places visited. For a much more specific targeting, is it advisable to select the most appropriate categories? for example,? Linux? instead of? software ?.
  • Connections
    This category refers to those users who follow certain pages on Facebook, who use certain applications or who have participated in events, selectively including them within a specific target audience. A combination of these types of connections is also possible? for example, Facebook Ads takes as connections the friends of those people who have liked? in one or another Fanpage.

During the manual selection process of a target audience, the Facebook ad manager also displays a barometer for defining the audience . It summarizes and identifies the characteristics specified during the creation of a campaign and serves mainly to identify if the audience is too large or too specific. After this step is complete, you can continue budgeting and scheduling your ad.

Defining the target audience increases the reach of the campaigns

3. Define budget and schedule

There are two options for setting the budget for a Facebook campaign:

  • Daily budget: If the idea is to keep the ad indefinitely, it is recommended to choose a daily budget. Each ad group has its own budget, so the ad will no longer show once the limit per day is reached.
  • Ad set budget: if you want to activate Facebook ads only for a specified period of time, it is possible to enter a start and end date for the campaign, as well as the budget allocated for that period of time.
Both budget and time planning are essential aspects in Facebook campaigns

In addition, it is possible to set the budget for advertising on Facebook exactly. A great advantage of Facebook Ads is the exact control of costs - only what has been previously calculated will be billed. In the section? Show advanced options? you can provide specific information and optimize the display of the different aspects. As a beginner, it is recommended to choose automatic optimization through Facebook , as well as accept the defaults.  

What are the costs of a campaign on Facebook?
The advanced options section allows you to choose and manage the billing method and, if you want, to automatically or manually adjust the value of the offer. Facebook Ads work? Like Google AdWords? under the auction principle, so it is not possible to speak of a definitive price list. The costs of ads on Facebook depend on several criteria. The first of these is the target audience. Ads aimed at a highly competitive target audience are naturally more expensive than those aimed at groups with very specific interests and therefore less competitive.

In addition, Facebook also assigns a score to the quality of the ad : Ad Relevance Score. The better a campaign and its ads are designed, and the more relevant they are to users, the better the score given by Facebook.

In any case, Facebook offers precise control of expenses . Advertising on Facebook hardly entails monetary losses, since only the budget planned from the beginning is used. Due to the high transparency, it is possible to observe in detail the status of the account in real time and individual ads or campaigns can be managed, modified, optimized and deleted at any time.

4. Create ads and publish the campaign

Once the campaign type, target audience, and budget have been determined, it's time to create your ads. In the editor it is possible to select the images, the video, the text and the links that will make up the ad.

Select photos and videos
The first step is the integration of images, graphics or videos. The so-called stream format allows you to connect up to five photos and / or videos per ad. It is possible to use a wide variety of free images or upload your own content, as well as edit their size so that they meet the required dimensions.

Facebook also gives the ability to insert images or videos in ads

Select text and links
The next step is to complete the text and add the links associated with the ad. It is important to formulate a concise and descriptive text , in addition to investing the necessary time in the conception of advanced features such as the titles for ads in the right column (if desired) and their visualization (chronicle, map or rating). In the right pane you must specify where the ad will appear (What's new for desktop devices, what's new for mobile devices, right column for desktop devices).

Texts and links are important elements to illustrate Facebook ads

The function? Preview? allows you to preview the ad. If there are no spelling mistakes, the text is clear, the overall look is nice, and the links work, it's time to order. Facebook will then check if the ad meets the applicable guidelines. If so, it will appear on users' screens in a few hours (in some cases even minutes).

Get started in Facebook advertising step by step

Creating a first ad campaign on Facebook is relatively easy, mainly due to the intuitive handling of the ad manager . Facebook Ads can be individually adjusted, and their handling requires only a little practice. If you are new to the world of advertising, you can create a campaign step by step, get closer to the world of social media marketing and quickly measure the first signs of success of your campaign.