05. Build Your Campaign Option 2

Get Started: Bring Your Own Business

Once you have your Facebook Page set up, follow the steps below to link your Facebook Page to your Ads Manager account.

From the Facebook Business Manager page, click the top-left menu
Click on Business Settings under Settings in the far-right column
Click on Pages under the Accounts category
Click the +Add button and search for you

*Note, the following image is just an example

Tracking Results

If your KPI is an activity other than clicks i.e purchases, leads, etc., you’ll want to implement a tracking pixel into your landing page. This allows you to track different events that happen on your page after a user clicks on your ad. The video below explains how to do this. Once you have it set up, you’ll have to select the ‘Conversions’ objective in Facebook, more details about that later.

Note that if you are not able to install the pixel into your website, you can still track clicks from your ad to your landing page, impressions, video views, and engagement.

Create And Install The Facebook Pixel

Custom Conversions

Once you have your Facebook pixel implemented, you’ll need to create a custom conversion to track the event you want for your campaign. Custom conversions are the specific event such as, initiate cart, add to basket, purchase, etc., you want to track on your landing page.

To create a custom conversion, click the top-left menu and select custom conversions under “events manager.”

Next, select Create Custom Conversion on the right-hand side

A window will pop up asking what you want to track. Make sure you are creating a custom conversion for the correct pixel.

For this example, let’s say you want to track purchases. You have a thank-you page that users get sent to after they make a purchase. In order to create a custom conversion for purchases, you’ll need to track the traffic that goes to that URL. Facebook Ads Manager can track traffic to a page with just a part of the URL, as seen below, the entire URL, or what’s not included in the URL.

Next, name your custom conversion and select the category that best fits what you are tracking. Then create it!

Reminder, pixels and custom conversions are not required for your campaign. If you are unable to implement the code into your website, remember you can still track clicks, views, impressions, etc. for your campaign without having to install a pixel or create custom conversions.

Once you have your Facebook Page linked to your Facebook Ads Manager account, and set up a pixel if you're tracking certain events for your campaign, you can start building your campaign!

  1. Click on the top-left menu and select “Ads Manager"
  2. From the Ads Manager page, you’ll want to click on the green Create button in the top left-hand corner of the screen.

If you are led to the quick creation flow of building a campaign, click the top right-hand corner button that says "Switch to Guided Creation."

Set up Ad Set:

  1. Location: Keeping your Target Customer Persona, customize your ad targeting: location, age range, gender, and language. Keep in mind that the regulations around Facebook usage in China, it is not advisable to target China.
  2. Detailed Targeting: refine your campaign with “Detailed Targeting”, this will “Include” people who match at least ONE of the following: demographics, interests and/or behaviors (here you can also “Exclude People” to do this click on the text in blue under the input field “Exclude People”)

Budget & Schedule

  1. Budget: select “Lifetime Budget” from the dropdown menu. Set budget to $100.00.
  2. Schedule: Important - set the “Schedule” to “Start” a minimum of one week out from today's date. Set the “End” date for your campaign to three to five days after the start date.
  3. Optimization for Ad Delivery: select Conversions
  4. Click Continue

Create New Ad

  1. Make sure you are in the Create New Ad section
  2. Format: select which ad format you want to use
  • check out the Facebook Ads Guide for creative specs
  • Facebook has free stock images if your company does not have creatives yet

Ad Copy and Review Order

  1. Create at least two ads, no more than three. If you choose to do carousel or single image ads, make sure that your images have little or no text overlay as Facebook won't deliver these ads.
  2. Ad Copy: craft ad copy that will be appealing to your target customer persona and clearly advertise your product/services. Headlines will not appear in all ads, so the body of the ad should not be dependent on the Headline.
    The Body of the ad should have a clear message about the product you are marketing.
  3. Call To Action: select a call to action from the drop-down menu that speaks to the content of your ad keeping in mind that the landing page destination of the ad.
  4. Click on Review Order

Next Concept