How to launch your first Facebook campaign

Did you know that Facebook is the number one advertising platform for B2C and B2B marketers? The jolly blue giant registers over 1.15 billion mobile daily active users and 100 million hours of video are watched on Facebook every day. In short, Mark Zuckerberg’s brainchild blows all other advertising platforms out of the water.

It’s no wonder then that over 5 million businesses currently advertise on Facebook. Especially in the eCommerce space, low CPCs (Cost per Click) and strong targeting capabilities make Facebook the number 1 choice for small business owners and advertisers. Let’s take a more detailed look at why Facebook should be on your radar.

Facebook Advertising vs Alternatives

Facebook has a number of key advantages compared to alternative advertising platforms. Here is a list as I see it. Facebook has:

  1. More targeting options than Adwords, Bing or any other platform you care to mention.
  2. Lower CPCs and CPMs than its competitors
  3. An easy set-up process
  4. The capability to create “Lookalike Audiences” which introduces your advert to likely high converting Facebook users.
  5. Better billing options, .ie you can choose to be charged for a click, an impression, or a lead form completion

With these 5 advantages in mind, let’s get started launching our first Facebook campaign.

How to set up your Facebook advertising account?

In order to get started with Facebook advertising, you will need register your Facebook page as well as sign up for a Facebook business account. To get started, follow these steps:

Create a Facebook business page

  1. Go to Facebook
  2. Click on the arrow on the top right of your screen and select “Create a Page”
  1. Create your Facebook business page

Add a business account to your new Facebook page

  1. Navigate to your Business Manager Overview
  2. Add a new Business manager account
  3. Connect your Facebook page and Ad Account
  1. To add a new Ad account, head back to your business settings. Click on the People and Assets tab and navigate to “Ad Accounts”

Launch your first Facebook campaigns

Now that Ad Account is set up and you’ve linked your business page, it’s  time to launch your first Facebook advertising campaign. This involves 6 steps:

  1. Go to your Ads Manager and create a new Ad
  2. Pick the right objective
  3. Define your perfect target audience
  4. Decide on your preferred advertorial format
  5. Create the visual component of your advert
  6. Submit your ad for review

Now, let’s look at these steps in more detail.

First we need to head to the Facebook Ads Manager. This is where we will create and manage our Facebook campaigns.

Now, let’s click on the green “create” button and pick the preferred Objective. The Objective helps Facebook optimize your Ad delivery, For your first Ad, I would suggest picking “Traffic”. This will result in people engaging with your content and getting to know your brand.

If you plan to promote merchandise, you may also want to test “Conversions” and “Catalogue Sales”. These objectives will help Facebook optimise your advert delivery to the people most likely to make a purchase based on their interests and past behaviour. To get started with Product Catalogue, you will first need to create one.

Next, it’s time to define our audience.

Targeting your Facebook audience

Now that you’ve set your campaigns objective, it’s time to determine who will get to see your advert.

This starts off by defining your preferred advertising platform.

As a small business owner, the best option here is “Website”.

Next, it’s time to pick our preferred targeting location. This is especially useful for entrepreneurs targeting specific cities or provinces. Even if your product or service can be sold on a national scale, make sure to define the countries in which you want your adverts to be shown.

Make sure to only target your ideal customers.

It’s tempting to keep things vague and the number of potential customers high, but this is a mistake. You will be paying for every click and you want to make sure that everyone who clicks is as close to an ideal customer as possible.

To help achieve this, head down to the “Interests” section. Here, it makes sense to enter your most relevant keywords. If you are selling sports merchandise for example, you might want to enter “Running” or “Fitness” as an interest. In my case, I’m currently building a Shopify pet store so I included “Pets” and “Dogs” as interests.

Additionally, we now need to narrow the search by adding another interest which must also be present. In the GIF example provided below, I picked “Shopping”.

This combination allows us to target Facebook users who are interested in Pets AND Shopping. If I was to simply add interests without “narrowing further” it would be Pets OR Shopping. This is a crucial distinction and is key to getting your Facebook targeting right.

Next, leave “Placements” on automatic and set a daily budget. If this is your first Facebook campaign I would recommend keeping the initial daily budget low. Once you’ve acquired some data, you can optimize your advert and increase the budget then.

Now it’s time to determine your ad delivery. Here, I typically go for “Link clicks”, as this is the most valuable action a user can take, given my stated objective.

I then set a bid-cap. This allows me to control how much I am willing to spend per click. This is invaluable given that most eCommerce products have a relatively low profit-margin and positive ROIs are tough if CPC’s go through the roof.

That is one of the reasons why I choose to pay for “Link clicks” rather than impressions.

Creating your Advert

Now we need to pick which format our Advert should appear in. Carousel’s are 10x more likely to get clicks than static Ads on Facebook, so I would suggest picking them.

The next step is to upload eye-catching product images and write a snappy call-to-action text and headline. What’s important here is to use a verb to spur the reader into action. “Get”, “check out”, and “buy” are all good ways to start the text.

Another tip is to include unicode characters like this ✅(Here is a great chrome extension). These help draw the attention of users scrolling through their Feed’s and subsequently improves engagement rates. I would also suggest keeping the text short and to the point. Make sure to avoid bland walls of text at all costs.

Moving onto the images, it’s clear that high definition product images perform best. Facebook is quite stringent on the level of text which is allowed on each image, so it’s best to simply include a colourful call to action.

If you are promoting a service, try to find a high definition image which captures a mood or feeling. Smiling families on the beach exude calm and contentedness for example. A sweating athlete running along a track, might signify hard work on the other hand.

As a final step, we need to include the URL of the product we are going to sell. What’s important here, is to always use a UTM link, rather than a plain URL. This will allow you to track the performance of each campaign in Google Analytics in a more granular fashion.

Conclusion - How to launch your first Facebook campaign

With over 5 million businesses advertising on Facebook, I hope this article has shed some light on how you can start advertising as well.

Once your Page and Ad Account are set up, you will be able to create your ad and define your audience. Always make sure to carefully monitor the performance of your campaigns using UTM links. With this information, you will be able to optimize your campaigns in the future and mould Facebook into a scalable marketing channel with an impressive ROI.

Thanks for reading and see you next week.