Next, determine the goals of the marketing campaign
The goals of the ad campaign can help guide the next steps in creating a successful ad. There are many options to choose from and they should be lead by the funnels and audiences that you have discovered above.
Each different type of campaign available on Facebook; awareness, consideration, and conversions has its own set of available marketing objectives.
- Brand awareness
- App Installs
- Video Views
- Lead Generation
- Product Catalog Sales
- Store Visits
We know right off the bat you are thinking, why wouldn’t I just choose conversions! While that might seem like the obvious answer, it’s not the best one to choose if you are just getting started.
For this method to work best, Facebook needs to collect data from your website to understand what a person that will convert looks like. The Facebook pixel helps Facebook do that. The Facebook pixel is a piece of code that is installed on your website.
As you are building funnels for marketing to your client, you are allowing Facebook to understand who is more likely to convert. Your Facebook pixel, if set up right, is gathering data on those that complete your desired conversions. If you have enough of those conversions, Facebook will be able to properly expand and find more people just like the ones you have. So if you try and go for conversions without properly allowing your Facebook pixel to understand who your target audience is, then you’re likely to come up short on that objective.
The number of options you have to choose from can be quite overwhelming especially if you’re trying to test on what works and what doesn’t. Planning your ad is a crucial step. There is limited ad space, so Facebook, just like Google, only wants to show ads to people who would be interested in your product or service. When you first start off both you and Facebook are making educated guesses on who to show your ad to. Even if you have a potential audience of say 1,000 people a day that doesn’t mean Facebook will show your ad to all 1,000 people. They are deciding, just as you are, who to show that ad too.
As people engage with your ad, Facebook may choose to show the ad to more people aligned with your desired settings for the ad. You will also be rewarded with paying less per interaction on those ads. This is the optimization process and can take a longer or shorter amount of time depending on how much ad budget you have to spend. Social ads just like any marketing take patience to test and get the best results.
There are over 400 data point sets you can examine to determine what direction to take with a Facebook ad.