Posted on May 06, 2021
Target a 1.7 billion audience with a Facebook PPC Campaign
With 2.8 billion users a month, Facebook’s PPC campaigns can be a crucial part of your marketing strategy. For those who know how to create a Facebook PPC campaign, they are part of a lucrative stream of 1.7 billion daily users.
The early part of your campaign is generally regarded as a trial-and-error period, and you will quickly learn how to adapt and use your results as important markers. This is where we can help to ensure that you don’t miss out on a fantastic opportunity by using your results to improve your campaigns.
Getting started with a Facebook PPC campaign
Assuming you have created your Facebook business page and you have linked it to your personal Facebook page.
When you open the Facebook Ad Manager you will need to go to the Campaigns tab. It will become clear once you start using Ads Manager that Campaigns is the first part of a 3-part component: the backbone of the structure.
Campaigns covers your objectives and Special Ad Category. The second part is Ad Set and this covers Traffic and Audience, and is the section that allows you to set your budget and deal with the demographics of your target audience. The third and final section is called Ad and this speaks for itself – it’s all about the format, the text and the videos, and the creative elements that combines to provide a polished ad within the same ‘ad set’.
Step 1. Click Create Ad to get started with a new campaign
As you are taken into the next screen you will see those 3 components – Campaign, Ad Set, and Ad – and it is broken down into more specific areas (see below).
Step 2. Choose your campaign objective
You will be asked, ‘What’s your marketing objective?’ and there are currently 11 options to choose from. When setting an objection, choose the campaign that closely relates to your advertising goal. Do you want to reach a wider audience and make people more aware of your brand, or do you want to convert that traffic into sales?
- Awareness – use this campaign to generate interest in your product or service.
- Consideration – entices people to think about your business and consider more information.
- Page Likes – this campaign will assist with the collection of page likes.
- Conversion – encourages your audience to purchase or use your services.
- Lead Generation – as it suggests, by choosing this campaign your strategy will be based around getting new leads.
When thinking of how to create a Facebook PPC campaign, you should focus more on why you want to create a Facebook campaign. Many marketing gurus will tell you that conversion is the name of the game, and you shouldn’t be distracted to choose anything else.
If you are new to the world of advertising on Facebook, we recommend that you simply click the traffic option to begin with. It’s easy to create and you will only pay for ‘impressions’ in this section whilst gathering insights on user behaviour on the website with Google analytics, especially if your goals are initiated. And if you choose engagement, you will need to determine an engagement type.
Step 3. Campaign name/budgeting
On the screen where you are asked to provide the name of your campaign, you will notice an option for something called A/B Testing or Campaign Budget Optimisation.
A/B Testing is ‘split testing’ to define and test small variables within your ads and determine which is the most effective. You can compare the responses of each ad variation to determine which one works better for your campaign. You may find that a shorter video works better than a longer one, or a carousel of images are more successful than GIFs. However, experimentation is the only way to decide how to A/B test Facebook ads successfully. A/B Testing requires more planning and you must create two sets of ads to compare. These campaigns can provide great insight for the set-up of future campaigns when considering which variables you wish to compare.
Campaign Budget Optimisation (CBO)
Utilises innovative software, and so we highly recommend getting used to it because we believe that this will soon be the default option.
Campaign Budget Optimisation is Facebook’s artificial intelligence to help optimise campaigns. Whereas split testing makes you do all the work, Campaign Budget Optimisation does everything for you and helps you save money too. Where before you would set your budget at the ad set level, you now set your daily budget at the campaign level. This means that your allocated daily spend will be directed towards the highest performing ad set, rather than all the other ad sets (the least performing ones). So rather than spending money on an ad set that doesn’t perform well, your money will be paying for the most successful ad set.
Once you’ve decided on your campaign name you will be asked to budget daily or on a lifetime budget, and this all depends on your objectives. By setting a lifetime budget, you are giving Facebook money to put aside over a particular ad set or asking it to spread the money over the lifetime of your campaign. If you have a specific day-by-day figure in mind, a daily budget may work better.
Ad Scheduling for budgeting
Budgeting is a common concern for most people when starting PPC campaigns, and ad scheduling is often the most efficient way to budget. This is because, when you choose the route of the lifetime budget, your campaign only serves your target audience when they are likely to be on Facebook – thus maximising the effectiveness of your ad.
Step 4. Audience
We are now at the most crucial part of how to create a Facebook PPC campaign, because targeting the right audience is imperative. This is where you should spend most of your time and effort. You should ask yourself, “Who on Facebook do I want to target with my PPC campaign?” Creating personas will help to determine key demographics as well as assist in providing ad copy that is tailored to this audience.
Effective targeting of an audience
We started by providing you with a figure of your potential audience and now, we are advising you to reduce it. While we are not advising that you drastically reduce your audience size, you should consider refining your audience for more accurate targeting – the more specific audience you choose, the more chance you will have of converting your ads into sales or creating brand awareness.
The needle of the Audience Size at the top-right of the above caption goes from Specific to Broad. You want to take the Potential Reach figure and reduce it to make sales and broaden it to create brand awareness. This is the key to increasing your ROI (Return On Investment).
Facebook audience insights
Before you start speculating with demographics and regions, go back to the main menu and select Audience Insights.
Under Interests, on the left-hand side of the page, put in the name of your product, campaign name, or type of business, and the demographic of your audience will immediately be narrowed down.
Facebook knows more about you than you think
Depending on your search, Audience Insights gives you access to all the information we know Facebook knows about its users (see below). It will tell you what gender are predominately interested in your product or industry, it will tell as well as inform you their age and what percentage are male and female. Additionally, Facebook can even provide incredibly specific information, such as how many of those have a degree, their occupation, and even their relationship status.
It’s all useful information and gives you an in-depth look into your potential audience. It’s a very powerful tool that will allow you to focus on your audience and take steps to define it. You can leverage this information to your advantage. For instance, if the location you are targeting consists of unmarried women, it may be an idea to use this area to target your wedding services.
With regards to Location, if you are promoting brand awareness, you may want to use a broader area – maybe the entire country. If you are selling a particular local service, then target your town or city.
One important aspect of Audience Insights is Frequency of Activities. This is where you can find the devices people use and how they use them with regard to your business. You can find out what pages have been liked and what ads they have already clicked on, and when.
If the topic you choose to search in this area is quite broad – like sports or fashion – you will need to work on this section to reduce the number of people and find a more specific audience. An audience of 100 million might look encouraging but you are not going to be able to afford to reach them, so work on the finer details and work around the 100,000 mark for a particular ad set.
Use economic markers to help with your age range
There are certain economic markers available to help with the age of your target audience. Information is readily available to determine what age group is specifically interested in certain products, and this will help significantly with the Age range section. This section alone can help you to shorten the audience size.
Step 5. Placements in Ad Set
It’s common practice to just click the ‘recommended’ Automatic Placements option but this is where our knowledge and experience come in. By using the Manual Placements facility, you can choose where your ad gets shown. We know that Facebook ads of a certain type work well on Instagram. If you are familiar with Instagram, you will appreciate that it is very popular with fashion, sports, food, and holiday resorts and so Facebook ads in those categories would work well. What we are recommending that you do in this section is turn everything off, except for Facebook News Feed and Instagram Feed to target a similar community. Furthermore, we recommend that by including or excluding certain placements you will be able to influence forecasted campaign results.
In this section under the heading Schedule, you can select to run your ad immediately or continue with a start and end-date to schedule your ad. Before you leave this section, ensure that you have given a name to your Ad Set.
Step 6. Brand safety
In this section you can exclude any type of content that would be appropriate to your ad, ensuring that your products don’t appear next to sensitive content.
Finally, get creative
After targeting your audience, creating the right ad is now the most important aspect of your campaign.
On the left of your screen, go into the Ads section. The first heading is Identity. Choose the right pages for your Facebook and Instagram Accounts and then move down to the Format page.
This is where the magic begins. Depending on your original campaign the formats may vary.
It goes without saying that you need to choose the best quality image or video for your campaign. Collection is a recent addition and allows you to utilise multiple options for a Fullscreen experience on mobile phones.
From here, it becomes more straightforward forward. Select your format and then upload your image or video in Media.
In Text & Links, you need a good primary text to convert users into customers. You can use other options here such as a headline description and a destination for an applicable URL and even check how your photo or video will appear on various devices and platforms.
If you’ve chosen a video that doesn’t work on your Instagram feed, it may be advisable to devise an alternative campaign for that particular platform.
Before you publish your ad, it may be worth remembering that Facebook can, automatically or manually, review your work at any time, so make sure that you are not using any sensitive material that would be liable to censorship.
How to monitor the performance of your Facebook PPC campaign
Whether you are manually split testing or not, always refer back to the Campaigns page in Ads Manager to monitor the performance of your ads. You can change your budget at any time, and you can check exactly how your campaign is performing.
The blue slider on the screen allows you to switch your campaigns on and off at will and the Delivery status will change from In Draft to Active as soon as you choose to Publish your ad.
What you need to remember when creating a Facebook PPC campaign
The answers to these frequently asked questions may help provide some reassurance when beginning a new campaign.
Question: What is the most important aspect when creating a campaign?
Answer: Defining your audience. You need to determine the sort of people who are going to buy from you.
Question: How can Ad Manager help once my campaign is up and running?
Answer: You can use Ad Manager to maximise scope with the availability of analytics that will detail the impact of your campaign. Use the results from your campaigns as markers to establish what is working.
Question: How much will I be expected to spend in my first campaign?
Answer: It is difficult to say how much PPC will cost you at the beginning of your campaign. Constantly refer to the Campaigns section in Ad Manager, keep an eye on where your money is going, and refine your budgeting strategy accordingly to provide the best ROI.
Question: What type of content will work best for my PPC campaign?
Answer: Be creative. There are many variations of content to experiment with and most formats have witnessed an increase in the amount of video ads. That doesn’t mean that other formats won’t work just as well for your product. However, whatever format you choose, remember to make it eye-catching and unique.
Question: What is often overlooked when trying to drive sales with PPC campaigns?
Answer: Calls to action. Calls to action are so important and very often omitted from ad campaigns. Don’t forget to point your customers in the right direction. Drive sales through a connecting website or to a contact telephone number if necessary.
If you require further help, please don’t hesitate to contact us here at Diginius. We have someone waiting to help you with advanced resources and all your Facebook PPC requirements.