Facebook Campaign Objectives
Once you get your Facebook Business Manager Account set up. The next step is to create a "Campaign."
You'll do that by clicking on those three bars again and selecting ads manager and then choosing the ad account you just added into your account.
Now that you're here you can click on the green "plus sign" in left hand corner and you will be prompted to "set up a campaign"- this is the first step in the process of creating an AD.
Step 1: Campaign Name
When you start having a lot of different ads and tests over time you'll want to make sure your naming conventions are clear and easy for tracking and reporting. For that reason I have come up with the following naming conventions to help you stay organized.
 Back To School, Traffic
Having the date will save you in a year when you're running your new back to school campaign and can't remember which is which.
Having the campaign name will keep you organized for which campaign it is and how it compares to past seasons or campaign ideas.
Listing what objective you're using (we're about to get more into detail about that) helps you see quickly which objectives are performing best for you.
Step 2: Choose Your Objective
This is a very critical decision to make and I am going to explain an overview of why that is here but I have also created a full guide to campaign objectives here for you.
Campaign objectives determine how your money is spent and who sees your ads.
How your money is spent: Facebook wants to make sure that they get paid. Because of that they're going to deliver your ad to people within the audience you've selected who've demonstrated that they will take the action that you've chosen for your objective.
Here's how that looks. You select an audience of yoga loving moms in Charlotte, North Carolina who make over $250,000 per year and made an online purchase in the last 30 days to sell your yoga mat covers to. Facebook says there's 250,000 in that audience profile- sounds perfect doesn't it!
But let's say you chose "conversions" as your campaign objective. Conversion means that facebook has tracked that they have clicked on an ad, gone to the website, and finished purchase as a habit (remember they want to get paid). So now Facebook is only serving your ad to about 5% of that audience.
This is one of the MOST common issues I see when I do facebook audits for people. They can't figure out why they aren't getting traffic or results.
Let's take that same scenario and instead you chose "awareness" as your objective. Well awareness is like the blank check of facebook advertising. And if you have a long time and a lot of money, this could be the ticket for you. But unless you have Coca Cola's marketing budget, this is probably going to spend your money fast with very little results.
So how do we find a middle road?
Collect An Audience: when I am working on an acquisition campaign with little to no brand awareness in the market, I want to collect an audience and start to warm them up. There are several campaign objectives that "cookie" people into an audience that you can then remarket to.
Video Views: this is my all time go to because it is the least expensive and facebook has put all of it's algorythmic (I get to make up words, right?) power into getting people to watch videos. You can remarket to those people for 365 days.
Event Responses: Very popular for those who regularly market events. Same deal you can market your facebook event and anyone who responds to that event in any way will be "cookied" into an audience that you can remarket to.
Other Campaign Objectives you can remarket to:
- People who follow your Instagram Business Profile
- People who follow your facebook business page
- Anyone who interacted with your instant experience
- Anyone who interacted with your lead form
Step 3: Optimize your Budget
You want to optimize your budget. This will be automatically turned off but you can turn it on. Here you will switch it to a lifetime budget and choose your amount.
Choosing this options ensures that you will get the maximum ROI and also allows you to choose the scheduling features in the AD-Set Creation.
Join me next week for more information on how to create your ad-sets.