In the first part of this tutorial, we looked at the basics of creating advertising right on a page on Facebook. The advantages of this method include the fact that its first advertising publication can be run in 5 minutes, and all the settings are simple and intuitive. Of the minuses - lack of flexibility settings. Today, we will analyze the process of creating and managing campaigns in Ads Manager - the main tool for creating advertising on Facebook.
In order to go to the Ads Manager interface, go to Facebook, in the upper right corner click on the arrow button and select "Create an advertisement" in the drop-down menu.
On the main screen you will immediately be asked to create a new advertising campaign and select its target.
Before you get started, you need to understand how advertising accounts on Facebook are arranged. If you are already familiar with, for example, Google Adwords or Yandex.Direct, you will not find anything new for yourself. If you didn’t have such an experience, it’s okay. The structure is very simple and logical.
So, any advertising account on Facebook consists of three levels:
- Campaign - global level.
- Ad Groups - average level. A campaign may contain several such groups. For example, you are launching a campaign to promote a new collection of clothes in your online store. You can create separate groups for dresses, jackets, T-shirts, etc.
- ads - the publications themselves, which are combined into ad groups. Let's continue the example - let's say you created ad groups for each type of clothing. And now you want the first thing to advertise men's jackets. You go to the ad group “jackets” and create your own advertising publication for each model, or several publications for one model to conduct A / B testing. It's simple.
For clarity, you can depict the hierarchy of an advertising account in the form of a tree:
Now that you have dealt with the structure of your account, you need to choose the goal of your future campaign.
Let's break them down:
- Creating an audience - individually customized audience
- Create audience 1 - data file
- Create Audience 2 - Website Traffic
- Creating an audience 3 - actions in applications
- Creating an audience 4 - engagement on Facebook
- Creating an audience 5 - a similar audience
- Audience building - places
- Audience building - demographic features
- Audience creation - detailed targeting
- Audience building - connections
- Types of placement
- Budget and schedule
- How to promote the Page
- Reach people near your company
- Increase brand awareness
- Redirect people to the website
- Get your app settings
- Increase attendance at your event
- Receive video views
- Get leads for your company
- Increase the number of conversions on the website
- Increase engagement for your application
- Stimulate interest in your offer
- Promote product catalog
- How to create new ads and ad groups
- How to evaluate the effectiveness of advertising campaigns in Ads Manager
- Ads Manager - the main tool for creating advertising on Facebook
How to raise publications
A goal designed to promote and increase the involvement of publications on your page. Choose this option if you want to increase the number of likes, comments and reposts to selected posts on the page.
Select a goal, give the campaign a name and click on the "Continue" button.
Now that you’ve chosen your goal and given the name of your campaign, the ad group creation window will open. The process of creating a group can be divided into three stages: setting up the audience, types of placement, and determining the budget and schedule for displaying ads. Let's sort all three:
Creating an audience - individually customized audience
The first field is "Individually tuned audience." Here you can either create and include or exclude an audience that has already interacted with your company in any way, namely:
Create audience 1 - data file
In order to add (or exclude) such an audience, in the ad group creation window, click on the "Create" button under the "customized audience" field.
In the drop-down menu, select "Customized audience", and then - "Customer data file". You will be prompted to either upload the data file, copy it manually, or import it from Mailchimp.
Select the first item. You will see the following window:
Facebook can recognize up to 14 data types. All of them are listed in this window: email, phone number, last name, and so on. Hover over any identifier to see an example of the design of the relevant data. Choose the appropriate way to download data, give a name and description to an individual audience and click on the "Next" button.
In the next window, map the downloaded data with the corresponding identifiers:
After you finish this, click on the "Download and create" button. Please note that to create such an audience, Facebook needs as much data as possible, because with a small amount of information to create an audience will not work - there will be too few coincidences.
Where does this data come from? Well, for example, you can unload your subscriber base from the email service and target ads to them. This example is appropriate if you are not using Mailchimp for mailing, but for some other service, because in the case of Maillchimp, you can immediately unload all the data by selecting "Import from Mailchimp" after you have clicked on the "Customer data file" button at the beginning.
Create Audience 2 - Website Traffic
You will see a pixel creation window. Choose who you want to display advertisements to: all site visitors, visitors to specific pages and sections, or those who have not visited the site for a specific time.
Please note that there are two seemingly identical items in the menu:
- Users who visit certain web pages;
- Only users who visit certain web pages.
Most likely, the problem is in translation difficulties, since there is a difference between them. In the first case, you can create a pixel that will collect those who visit certain pages, and in the second, those who visit these pages, but you can exclude users who have visited other pages.Example of use: you want to show ads to those who went to the section "jeans" in your online store. Publications will promote two new models of jeans trousers that have come to you only recently, but some users have already noticed them on the site. Use the "users only ..." type of traffic to target ads to those who viewed the jeans section, except for users who have already seen new models.
Also set the number of days that users will stay in your audience. The maximum set by Facebook is 180 days. Give the name and description of the audience and click on the "Create an audience" button.
By the way, if you have not yet installed a pixel on your website, now is the time to do it. Click on the gear button in the lower left corner of the audience creation window and in the menu select the "View pixel code" item.
In the new window, copy the code and paste it on all pages of your site before the closing tag.
You can read more about installing and configuring a pixel here.
Creating an audience 3 - actions in applications
This type of audience creation is appropriate if you want to show advertisements to those who have already interacted with your application. All that is required of you is to select the item "actions in applications" in the menu, give the name and description of the audience, and also indicate the application registered on your Facebook Developers account.
Creating an audience 4 - engagement on Facebook
In order to show advertisements to those who have already somehow interacted with your page, select "engagement on Facebook". You will have two options available:
By selecting this item, you can create an audience of users who have watched videos from your page. You can specify who exactly to include in the audience, depending on the involvement. For example, you can select only those users who watched at least 25% of your video.
Set the period during which users should interact with your video (maximum 180 days), give a name and description of the audience and click on the "Save" button.
- Lead Advertising
In the first part of this tutorial, we already talked about creating publications with lead forms. On Facebook, you can create an audience of those who in any way interacted with such publications: just opened the form, opened it, but did not send it, or opened it and sent it.
Select the required type of user involvement with the form, set the period (no more than 90 days), the name and description and click on the "Create audience" button.
Creating an audience 5 - a similar audience
Besides the fact that you can create an individually customized audience, Facebook allows you to add users who are as close as possible to those that you have previously included in other audiences. To take advantage of this opportunity, on the audience settings screen, click on the "Create" button and select the "Similar audience" item in the drop-down menu.
You need to specify three parameters:
- Source - the source of the data on the basis of which Facebook will create a similar audience. This could be the list of clients you downloaded earlier, a pixel, or people who subscribed to your page;
- Country - a country whose inhabitants will be included in a similar audience;
- Audience size - the percentage of the country's population that will be used to create a similar audience. The minimum value is 1%, at which the similarity with the original audience will be maximum, and the maximum - 10%
Set all the necessary parameters and click on the "Create Audience" button. Congratulations - you have created your first similar audience.
Audience building - places
The next thing that needs to be established when creating an audience is geotargeting settings. Immediately below the "individual. Tuned audience" line you will find the "place" section. You can target ads not only to those who live in the selected area, but also to those who have been there recently, and those who travel there. Click on the button to the right of "Places" and in the drop-down menu select the required option
As before (when creating ads from a page), you can include or exclude locations, specify targeting in a specific radius, and add several places at once.
Audience building - demographic features
The next step is to set the gender, age and language of the audience. Everything is simple. Set the required age of the audience. Change your gender settings only if you are advertising products or services that are specific to men only or only to women. Indicate the required languages your target audience speaks and with demographic signs complete.
Audience creation - detailed targeting
This is where the fun begins. Using the detailed targeting settings, you can create a unique audience based on interests, interactions with other sites, marital status, education, political views, and so on. You can add or exclude these people from the audience. All detailed targeting settings are divided into four categories:
- Demographic interests. Here you can choose people on the basis of their education, ethnicity, generation (X - 1961-1981, Y - 1982-2004 or the post-war generation in the USA), family composition (whether people of Central Asia live with family members or not), important events in life (for example, living away from home or relationship at a distance), parental status, political views (only for the US), marital status and work.
- Interests. In this menu you can define an audience based on its interests. For example, you can show ads to those interested in volunteering.
The list of interests is too large to list here, so it’s best to read it yourself.
- Behavior. With this item, you can customize your audience for actions on the Internet (for example, group administrators on Facebook or people who upload more than 50 photos per month), consumer habits (India only), mobile preferences and travel. In addition, you can target ads to those who follow seasonal events and expatriates.
- Other categories. The last submenu with which you can add to the audience of those who prefer high-quality products (only for India), loves fast food or ... is interested in manicure. The purpose of the “other categories” is not entirely clear to me personally, but it may be useful to someone.
Remember that if you specify several attributes in the detailed targeting, Facebook will select those people who meet one of the listed criteria, i.e. the OR condition applies. If you want to use the condition AND, i.e. add people who fit under a few signs, click on the "Narrow down audience" button and add the necessary categories.
Audience building - connections
With this setting, you can add or exclude certain segments from your audience, namely:
- Add or exclude people who like your page, or add their friends;
- Add or exclude people who used your application, or add their friends;
- Add or exclude people who responded to your event, or add their friends
Types of placement
Placement is the place where your advertisement will be displayed. Facebook allows you to post paid publications on your website (in the news feed or in the right column), on Instagram and on the Audience Network, which is a network of Facebook partner resources — for example, websites or applications.
You can either allow Facebook to display ads on all resources at once by selecting the Automatic Placements item, or select them manually. You can also choose whether publications are shown only to PC users, only to mobile device users, or to all. Below you will find advanced options, where you can only include people using a specific mobile OS (up to a specific device model and OS version), as well as those who have logged into Facebook using Wi-Fi.
Budget and schedule
In this window, you can set your campaign budget as well as your ad schedule. The budget can be set either daily or for the entire duration. Choose the first option if you do not want to spend more than a certain amount per day. In the "schedule" you can specify "Facebook", whether it is worth starting to continuously show ads on the same day, or set a schedule for the launch and end of the campaign. Choose the option "budget for the whole period of validity" if you want to entrust Facebook with planning daily expenses.If you have chosen a daily budget, remember that this amount will not be final. Facebook can spend more on certain days, and less on the following days, in order to eventually bring the average value to the budget that you have indicated.
This does not end the budget and schedule setting. Click on the "show advanced settings" button to more precisely customize your campaign.
In the window that opens, you will see several parameters:
- Optimization for advertising
Here you can choose what purpose Facebook will pursue, optimizing the display of your ads. In the case of the “raise publications” campaign, three options are available: involvement for publishing (to collect as many likes, comments and reposts), impressions (to display your ad most times) and daily coverage among unique users show ads to one user no more than once a day). These settings vary depending on what goal of the campaign you chose at the very beginning, but more on that later.
- Bid amount
As is the case with contextual advertising systems, Facebook decides on the auction principle whether to display an ad. You can either allow Facebook to optimize the bid for you, or set it manually.
- When you pay
For the purpose of "raising publications" in this item initially costs for the shows. Click on the “advanced settings” button to change the setting to a fee for engagement. Different campaign types are available for different campaign purposes.
- Планирование рекламы
Если ранее вы установили для кампании дневной бюджет, то здесь вам будет доступен только непрерывный показ рекламы. Если же вы установили бюджет на весь срок действия, то можете воспользоваться гибким планировщиком показа от Facebook. Так, например, можно установить показ только в определенные дни и в определенные часы.
- Delivery type
If you selected the automatic bid amount, then you will only be able to see the standard ad rate. If you set the bid manually, you can take advantage of expedited delivery, in which publications will be shown as often as possible.
After you set up all the necessary parameters, give the name of your ad group and check the “audience definition” window on the right, where you can once again look at all the settings and find out the approximate daily coverage on different resources.
All is ready? Then click on the "Continue" button. In the new window, you can either create a new advertising publication, or select an existing one from the page.
Click on the tab "use existing publication." On the left you can select the page that will represent the advertisement (if you are the administrator of several pages) and the publication itself. If you plan to move to Instagram, then submit a publication can both your page and your account on Instagram.
Just below select the desired publication. The main thing is to match the selected settings of the placement. For example, Instagram will not show ads from image galleries.
In the advanced parameters, you can add UTM tags or other parameters to the URLs (if they are in the publication). If the links already had such parameters, they will be replaced with new ones. In addition, you can specify a pixel to track conversions. You can read more about creating and adjusting a pixel here.
On the right, you can see how your publication will look like in various types of placement.
Set all parameters and click on the green button "Place order". Congratulations - you just created your first ad in Ads Manager. It will be available for display immediately after moderation.The overwhelming majority of the settings described above are universal for all the campaigns available on Facebook, so we will analyze only those small features that are individual for specific purposes.
How to promote the Page
This goal is well suited for those who want to increase the number of likes on their page and attract a new audience to it.
The main difference between setting up a campaign for this purpose is to choose a payment method - you can specify either a show fee (as in the previous case) or for each new “Like” mark, i.e. actually pay per conversion.
The second difference is that you cannot choose an existing publication to advertise. You will have to create it from scratch in the Ads Manager interface. Specify the ad format, add media content and write a small text and title. In the advanced settings, you can also specify a “target page spread” - a section of the page that users will get after clicking on an advertising publication. You can send users to the chronicle, list of likes, reviews or photos.
Reach people near your company
If you choose this campaign target, your ad will appear to people who are close to your company, i.e. near the address listed on your page. Ideal for local business.
The peculiarity of this goal setting is that you can specify only demographic parameters of the audience - location, gender and age.
Budget and schedule settings are also limited - fees are charged only for impressions, you cannot choose another goal.
Increase brand awareness
A goal ideally suited to those who want to make their brand more recognizable is to be constantly visible to the target audience.
Differences from the universal settings can be found in the budget and schedule. 2 display optimization targets are available:
In addition, only one payment option is available - pay-per-view.
Redirect people to the website
If you choose this goal, Facebook will set up a campaign to get the maximum amount of clicks to your site. This goal is great for redirecting users to landing pages.
The two main differences in the settings for this goal are:
- Placement available in Audience Network. You can allow to show the publication on all resources of the "network", or to exclude resources of certain categories: gambling, dating, politics, religion.
- Form of payment. You can pay either for impressions or for actual clicks on the link.
Get your app settings
This goal should be used by those who want to promote their application on Facebook. Please note that this is not about all applications from the popular Play Store and App Store. In order to promote your application (mobile or desktop), you must first register it on the Facebook site.
The settings are the same as in the previous goal - the Audience Network is available, and the fee is charged either for impressions or for clicks on the link. In addition, you cannot target specific models of mobile devices and their OS.
Increase attendance at your event
This goal should be used by those involved in promoting forums, conferences, concerts and any other events.
Publications for this purpose are shown only on Facebook - Instagram and Audience Network cannot be selected. The fee is charged only for shows.
Receive video views
Again, the name speaks for itself. If you decide to try to start advertising in video format, then choose this goal.
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All types of placement are available for this purpose, including the Audience Network. The fee is charged either for shows or for one ten-second viewing of the video.
Get leads for your company
This is a relatively new format for advertising on Facebook, which is curious that you can get leads directly to Facebook. We have already analyzed it in the first part of the manual.
The settings do not differ in any particular way - only Facebook is available from the types of placement, and from the payment types only payment for shows is available.
Increase the number of conversions on the website
Another goal suitable for the promotion of landing pages. As the name implies, such a campaign will be optimized to get the most conversions on your site (newsletter subscription, book download, service order).
The first thing to do when setting up a campaign of this type is to specify the conversion using the pixel set on your site. Further, the parameters are not much different from other goals. You can set the conversion window (the period after the click on the link, during which the perfect action will be considered a conversion), but you will not be able to choose the payment method - the fee is charged for impressions.
Increase engagement for your application
Same as past goal, but in this case the campaign will be optimized to increase the engagement for the application. You need to select the application being promoted, of the types of placement, only Facebook is available, and a fee is charged for impressions.
Stimulate interest in your offer
This goal is great for those who want to draw the attention of users to the promotion or special offer. Here the differences from the universal settings are already noticeable.
If you want to optimize your impression for receiving conversions, you must specify this conversion at the very beginning. To do this, you must have a Facebook pixel installed.
The fee is charged either for impressions or for clicking on the link, but the main difference is that a new section of settings is added here - the creation of the offer itself. You will find it before the audience settings.
Oh yeah, posting such publications can only be on Facebook.
Promote product catalog
Last goal on Facebook list. By selecting it, you can create ads that advertise your product catalog. Ideal for online shopping pages. The main snag here is to create a product catalog. Read more about this here.
Now that we’ve figured out the settings for all the campaign goals, let's move on to the next step.
How to create new ads and ad groups
With the exception of advanced audience settings, budget, and everything else, the Ads Manager has another very useful feature — creating new ad groups and the ads themselves within the campaign. Remember the hierarchy of the advertising account? About this and speech.
To add a new ad group, go to the Ads Manager interface, select the account you want (if you have several), and then an existing campaign.By the way, if you have ever launched an ad right from a page on Facebook, these publications will also appear in the list and will have names like Publication "publication name".
In a newly launched advertising campaign there will always be only one ad group - the one that you created along with the campaign. All you have to do is click on the "create ad group" button.
You are already familiar with the rest of the process - the settings are the same as those described above. Their features will depend on the goal of the selected campaign, which you specified during its creation.
If you want to add another ad to the group, the algorithm is almost the same. Go to the Ads Manager interface, select the desired campaign, ad group and click on the "create ad" button.
The parameters of the audience, budget, schedule and placement will be unavailable, because these are ad group settings. You just have to create the publication itself.
How to evaluate the effectiveness of advertising campaigns in Ads Manager
You can view the statistics of all advertising campaigns directly in the Ads Manager interface. Log in to your advertising account. At the top, you'll see a cost chart for the last seven days, and just below, to the right of the list of campaigns, a brief summary of performance.
Click on the "columns" button on the right to change the report type. The default is the "performance" type, but you can choose any of the seven available.
Click on the "breakdown" button and select one of the menu items so that the Ads Manager does not just show the campaign summary, but also break it according to the selected criteria.
Finally, click on the "export" button to share the report with another administrator (using a unique link to this report), or to export the summary in .xls or .csv format.
To see more detailed statistics, click on the required campaign. In the new window, you will see that the interface has changed a bit - now you have a list of ad groups to the right of which are still the same brief statistics, and at the top is a customizable chart. About him and talk.
At the top, you will see three tabs:
Your primary tool for evaluating campaign performance. Here you can see the number of completed actions (the action varies depending on the campaign goal - these can be clicks on the site, video views, and so on), the price for each such action, the coverage, and so on. On the left, you can switch between performance reports, coverage and budget allocation.
Here you can see how effective your campaign has been for various segments of the audience that differ in demographic characteristics.
By the way, do you see the buttons "Results: Clicks on the website" and "Coverage" at the top? They are clickable. Click on any of them and you can choose another metric to compare.
In the last tab you will see a report on the effectiveness of the campaign in various types of placement. As in the previous example, you can choose which metrics to compare. In addition, on the right, you can specify whether to show statistics only for PC users, only for users of mobile devices, or all.
These reports are absolutely identical for both campaigns and ad groups and the ads themselves.
The last element that may be useful to you is to edit the existing button and create a similar campaign / ad group / ad.
Use the edit button in case you want to correct something in the already specified settings. Remember that after making even the smallest changes, your campaign will be sent back to moderation. The create button is used to quickly “clone” an existing campaign / group / ad without changing it. It is convenient to use for carrying out A / B tests. For example, you want to test two ad variations in the same group. Create the first option, then click on the "create a similar ad" button - you will be transferred to the publication creation interface, where all settings will be copied from the first option, where you can make the changes necessary for the test.
In fact, the possibilities for evaluating the effectiveness of advertising on Facebook are much broader, but this is already a topic for a separate article.
Ads Manager - the main tool for creating advertising on Facebook
As you can see, with the help of the "advertising manager" you can create and target campaigns with laser precision. But reading this guide is not enough to fully master this tool. Be sure to try it yourself if you have not already done so. Working with Ads Manager is very simple, so arm yourself with our guide and safely proceed to the professional creation and management of advertising campaigns. You need to gain enough experience to go to the third level - the creation of advertising in Power Editor, a guide for which will be released soon.