How to Build a Facebook Ad Conversion Campaign
We love Facebook ads. This is our favourite platform. They’re cheap and targeted, the ad platforms technology is leaps ahead of the other platforms. We’re finding now many businesses are waking up to the fact Facebook ads exist and they’re working for many businesses. Yet they don’t know how to use them.
A typical marketing funnel will use a conversion campaign. The first thing you’ll need to do is set up your Facebook pixel. The pixel enables Facebook to know when someone has been on the landing page or taken the action you’d like them to take. In your ad account, click the hamburger and the select pixels under the events manager then view set up instructions. You can either follow the instructions and apply the pixel to your website yourself or you can email the instructions to your developer.
You’ll then need to set up the custom conversion. In the events manager you’ll also see the ‘Custom conversions’ link, then create custom conversion.
You might be thinking what is a custom conversion. You’ve built your landing page with your product for prospects and are asking people to enter their details before downloading the product. When they do this, it will take them to a thank you page. This page’s URL is what you need to set up the custom conversion. When someone gets to the thank you it triggers the custom conversion in Facebook. Using a conversion campaign instead of just a traffic campaign (traffic campaigns just send traffic to the web page) will get better optimisation on the ads. Basically Facebook will work out the audience actually going through to completing the form and will show the ad to more of these people.
Once you have your pixel in place and custom conversion is in place you’re ready to create the ad. Go into your ads manager and click create.
Then select conversions..
Give your campaign a name and click next.
You’ll then need to give your ad set a name then select your custom conversion. Here you’ll see the one called landing page has been selected and it has a green dot. If yours is red, either the pixels are not installed or you haven’t activated your custom conversion. You can do this simply by visiting the thank you page used to create the custom conversion. You can simply copy and paste the URL for the thank you page into your browser and this should be enough to trigger the custom conversion to activate.
Now you’re in a campaign and an ad set for that campaign. The ad set allows you to create multiple audiences for the campaign.
Next is selecting your audience. Use your avatar work to help you define this. Firstly the location, select your location and choose if you want everyone here, or just those who live there.
Then choose the area you would like to target. It can be multiple locations and the radius around that location can go up to 50 miles.
Then you can choose the age range and gender and even languages if you need to.
After this we go to our favourite part, the detailed targeting. As an example I’ve put in accountant then clicked the suggestions tab and Facebook is now giving me other options for this term. It includes job titles, people who have expressed an interest in accountant (this may mean they are looking for an accountant or may be interested in studying it, it’s a bit less defined than job title). You can also see fields of study behaviours is also another option not shown in this example. When you hover over a term Facebook shows you the audience size.
We can then narrow the audience further by selecting narrow audience then selecting other interests / jobs titles / behaviours / fields of study. In this example we’ve selected interested in personal development. We now have an accountant based in Birmingham or Leicester, aged between 25 and 50 who’s interested in personal development. You can narrow it further again if you need to.
You can then edit placements if you need to, (the only reason we would edit placements is for a video that’s to long for in-stream ads). We usually use automatic placements so the ad gets pushed out to Facebook, instagram, the audience network and messenger. Audience network is other websites and apps where people hang out online giving your ads even more exposure online. A Facebook study showed ad conversion rates were 8 x higher among people who saw ads across Facebook, Instagram, and Audience Network than people who only saw the ads on Facebook.
It’s also time to set the ad budget. We would recommend starting on £5 a day to give you enough stats to know if the campaign is effective. In the Learn and optimise chapter we’ll go into this and ad spends in more detail. You can choose a lifetime budget and a start and end date. We tend to work on daily budgets as we’re checking them daily and ads can be paused at anytime if they’re not performing. If they are performing you don’t want Facebook to interrupt the ad by turning it off at it’s scheduled end date to then lose the ‘learning’ that Facebook has built up.
The Optimisation for ad delivery is set up for conversions, which we discussed earlier. Conversion window in Facebook is automatically set for 7 day click and 1 day view. This means that when someone has click on the ad they give them 7 days to convert (activated the custom conversion you set) and when someone views the ad they give them a day to click it. In the funnel we’re talking about here we’re usually educating an audience who don’t know about our solution to their problem. Therefore, they may need some time to think about it before taking action so we wouldn’t go less than 7 days. Also a longer conversion window can lead to more conversions and Facebook needs 50 conversions a week to optimise most effectively. We leave the bid amount to automatic and let Facebook do the work for us.
Continue to create the ads. Give the ad a name. We usually call the first one ad 1 – text 1 – image 1. Then as we add alternative text and image variations we change the name accordingly and know where we are. Make sure your company Instagram account is linked. The you can choose your ad type. The most common and easiest will be the single image. Facebook is linked to Shutterstock enabling you to choose from a huge library of great images, you can even overlay text on the image in the ad manager.
We believe in making it very clear what the ad is leading to. If it’s a download tell them that and makesure the button says download. Ensure you enter the correct landing page URL into the ad. Once the ad is created click confirm and you’re good to go. Then it’s to create some duplication’s of the first ad and ad copy variations / headline variations and image variations.
In my next blog I’ll go into writing the ad copy. For now, good luck with your Facebook conversion campaigns.