We will tell you how to launch an advertising campaign in 9 steps and what you need to pay special attention to.
On the one hand, Ads Manager is a cool tool that promotes an ad or post to 2 billion people. On the other, a hell of a machine devouring innocent inexperienced marketers and budgets.
Ads Manager состоит из:
•the navigation bar, which is located at the top.
•account overview buttons.
•button of “7 days expenses”.
•filter by date.
•advertising campaign overview button.
•browse ad group button.
•buttons for creating a new campaign.
•search and filters.
•breakdowns of columns and campaigns.
•results and metrics button.
•quite rich functionality.
Here we are sitting in front of an open ads manager, and it is still not clear what to poke.
Step 1.In this step, we lay the foundations for the future campaign. We choose why we launch advertising at all, what we want to achieve from it. In the version for mere mortals there are 11 goals, for the pros there are 13. Basically, everyone is advised to set the goal "traffic". But it doesn't always fit. This must be considered.
Step 2.Coming up with the name of the campaign. The main thing is to write in the title to whom we are launching the advertisement, so as not to confuse it later. It will be awkward)
Step 3.The most interesting step. Choosing an audience. Here you can hang around indefinitely. We take a ready-made audience from the database and load or create our own from scratch based on geographic and other characteristics, set up the LAL (look a like) audience. There are a lot of options. Don't forget to exclude those who have already seen your awesome ad.
For a B2B business, geo targeting to the area of potential customers works very well. This can be a target for conference guests; potential clients who are close to your office.
Step 4.Choosing where we will advertise. You have these options:
Each location has several more placement options. So, for example, on Instagram, you can post in a feed or in a story. On the right, you can see how the ad looks like in a particular placement.
At this step, you can turn off the display for mobile devices, but approximately 60% of online purchases are made from smartphones. It would be silly to be deprived of such a large flow of fairly cheap traffic.
Step 5.We set limits on the budget for the day and the campaign. We go to the "budget and schedule" tab. There are 2 budget options: for the day and for the entire campaign. When you limit your daily budget, Facebook will show roughly the same result every day. When limited for the period, Facebook spend the budget according to its own understanding, but for the entire time. You can always change the budget and remove restrictions.
Step 6.Optimizing impressions. This will also help not to drain the budget. Here are 4 optimization options.
- Conversions - basically everyone has this goal. Facebook works for you. He himself optimizes everything with his clever algorithms.
- Link Clicks - this option is suitable for those who attract people to the site and need transitions.
- Daily Unique Reach - ads will be shown to the maximum number of people once a day. Then they can be finished off with retargeting.
- Impressions - the option is aimed at increasing brand awareness, advertising will be shown to as much as possible more people.
Step 7 and step 8.These are optional steps. Here, beginners are better off doing nothing. Facebook itself sets the cost per click and conversion. But if you already understand how much you are ready to pay for a targeted action, then we can safely expose and reduce advertising price.
The schedule is also configurable or not. But we would recommend setting it together with a geo target, because this will show ads in local time at the specified hours. Small but nice savings.
Step 9.We create an ad. This is where creativity comes in. You can prepare a banner or animation in advance and just upload it, you can select a ready-made post and promote it. If in the first case you have to test the options first, then with the post everything is easier. It's kind of already tested on subscribers.
It remains to press the button "place an ad"
It would seem that you can exhale, but now comes the most crucial moment. Analytics. Without it, nowhere.
In the "reports" section we see a bunch of strange numbers that don't say anything. Everyone usually strives to lower their CPC, and then brag about 3 cents per lead. Now there will be a shock content. We are not aiming. This is not the main indicator of advertising success at all.
1.Cost-per-conversion - cost of conversion,
2.Conversion rate - how many people from those who saw the ad took the targeted action,
3.Frequency of ad impressions - how many times 1 person saw your ad on average,
4.Relativity indicator - shows the ratio of the campaign to the target audience, how correctly the target audience was configured.
We analyze all these metrics together to get a complete picture of ad efficiency.
We have been setting up ads for many years and have not seen anyone who did everything perfectly the first time. Therefore, we recommend contacting those who have launched hundreds of ads and will not waste your budget.