Market to the low hanging fruit
If you haven’t already
You will need to have created a Website Custom Audience prior to creating this Ad.
You should also have Downloaded to Power Editor to ensure your power editor is the most updated with the cloud.
Go to Manage Ads
1. Go to your menu and select Manage Ads if you’re not there already.
2. Click the Ads Tier
3. Click the + (create an ad)
Choose Campaign and Objective
In this example, we’re going to target people who visited our website to also Like our Facebook Page.
1. If you don’t have a campaign already, Create an new one here. Otherwise select your Campaign from the list.
2. Name your campaign (if new)
3. Choose your objective for this Ad. (if new) In our example it is Page Likes.
1) If you’re creating a new Campaign, you won’t have an existing Ad Set. In this example we’re targeting everyone who visited our site. It’s best practise to name your adset for the audience you’re targeting so I’m calling it Website Visitors.
Tip: always name your Adset what your targeted audience is. Adsets is the level where we define the Audience for our Ads so this will help you keep track of what everything is.
2) Select the Page that will deliver the Post.
You will probably make 5 ads in your adset so make an Ad name that describes the differences in your creative.
If it’s not already highlighted, click the Ad you just created in the top pane, and you’ll find you can edit it in the bottom pane.
- Create the post text.
- Select your post image
- Don’t stray outside the specs.
Build your creative
- Select the place on your page new Fans will land on
- Pick a headline for right column only ads
- Keep it brief, you only have 25 characters.
If you haven’t already, you should use the Ads Manager to generate free stock images.
Click on Select Image and you have the option to Upload a photo of yours, or use one from your Image Library.
1) Click the Adset Tier
2) Click the Adset you want to Edit
3) Click Edit
If you have created an audience, this is where you can tell Facebook which one you want to deliver ads to. In our example above we’re targeting people who’ve visited our website. If you chose the 180 days audience, the ad will be shown to your prospects for 6 months. Which if they haven’t done your action by then may mean they will get a bit estranged from you if you don’t stop after a while. Plus it will cost you a lot of money to chase them for a long time.
I recommend in this example to have a 3 day period.
If you wanted to make someone opt in with their email for example, they might be sent to a Thank You page. If you don’t want to send someone more ads trying to get them to sign up (costing you more money than you need to spend), I would create a Website Custom Audience for people who specifically go to your Thank You page and enter that Audience in this field. In summary, stop advertising to people who’ve signed up.
In this example I have target the ad at people who have visited my website, but I’ve excluded them if they’re a client.
In this example we’re targeting people who visit our website. If you just want to send your ads to people from a certain country who visit you can select them here.
If for example you want the whole world of people who visit, remove any locations from this field.
If for example you want the whole world except certain locations, enter the location you don’t want and click it’s name. You will see a drop down where you can say “Exclude”.
If you select a Location smaller than a country, you can specify the range of people who live near it to be included or excluded for your ads.
Click on the location and the drop down will show you your options up to 50 miles (or km).
Age, Gender, More Demographics
You can filter by Age and Gender if you want a special type of person.
You can also use More Demographics. These change constantly. If you live out the United States, you may have some Demographic options that are not available. Browse through the options to get familiar with the options. Some of my favourites are Parents of kids (x age) and Life Events (like getting married or birthdays). But you can target specific employers if they’re large enough. Financial is worth looking at too.
Connections is where we specify the relationship we have or want with the person clicking the ad.
1. Select Advanced
2. If you wanted to have a conversation with just your page fans you Target users who are connected (don’t boost post).
3. In this article, we’re targeting people who visit our website to Like our Page so Facebook would put our Page in the “exclude” field because it wouldn’t make much sense to target people to Like us who already Like us.
4. If you’ve ever seen an ad where a page promotes a friend of yours likes them, they would have used the Friends of connections field.
You can also filter by language, but I wonder if that would filter people who can actually speak yours as a second language.
You can search for pretty much anything in Interests. From specific pages to people who like cuddles. Start typing your keywords or select browse.
Behaviors is also constantly evolving. Some of my favorite behaviors to target are Small Business (digital activities) or Travelers
In this article our example is people who visit our website so I wouldn’t reduce our audience by using this right now.
The placement is where people will see the ad when they visit Facebook. Tick on or off
- Mobile News Feed. If you want people to see your Ad on their phones, turn on. If it’s an App ad or a Video ad, you can specify it should only be shown when they’re on wifi as a consideration to their data limits. You can also specify specific devices. Eg if you advertising iPhone apps, don’t show to Android people.
- Desktop News Feed. If you want people to see your ad on their personal computers among their other Friend posts. If your website isn’t mobile optimised, you’d turn off Mobile and just use Desktop for example. If you’re not finding many people convert from your Desktop, you might turn off.
- Desktop Right Column is the area the beside the newsfeed. In the past it was full of lots of tiny ad images. Facebook have changed this recently to have 2 ads at a time and much larger images. They realised people were auto tuning out to the placement of these ads and are attempting to create extra traction. At this stage I would recommend turning Off until proper studies on it’s effectiveness give us a clear idea if it’s working.
- Instagram is the new kid on the block if you want to place your ads there now as well.
Optimization and Bidding
- Facebook will default to Optmise on your objective. Good for large audiences
- Daily Unique Reach is good for small audiences you definitely want to reach all of.
- Link Clicks is good if your message is good.
- Impressions is the most expensive.