Facebook Ads 101: Setting Up Your Campaigns Pt. 2

In the last post, we went through the first few steps of setting up your campaign. This week, we’re going to wrap it up with the most fun (albeit most difficult) part of the process, the actual ad itself! It’s not difficult in the technical sense, only in that there is a lot of trial and error. Before I scare you off, let’s walk through part two.

3. Creating Your Ad

So let’s jump right back in.

Name & Identity:

Now that you’re on to creating the ad, you’ll need an Ad Name, easy enough. Then you’ll select the Instagram Account if you’re running ads on Instagram and re-confirm that your Facebook Business Profile is connected.

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Here’s where it gets fun. There are several options for you to choose from when it comes to creating your ad. Carousel, Single Image, Single Video, and Slideshow. My personal favorites are the carousel and single video? Why? Video makes up almost 80% of all digital content on social media and both of these formats allow beautiful display of any kind of video.

I love experimenting with ads and different objectives work better with certain formats over others. Just because your very first ad doesn’t produce amazing results, doesn’t mean that format doesn’t work. Get creative! One of my favorite resources for Ad Inspiration is AdEspresso’s database.

Ad Copy & Creative:

This is an area that gets tricky to show because every example is different. There are a few tips and tricks I’ve learned over the years that’s pretty useful for all of them.

Do you recall the 20% Text Rule? It’s a rule that Facebook put into place years ago that states only 20% of your image can have text. While a major pain in the butt, it’s for a good reason. No one wants a cluttered news feed with spammy pictures and text. It use to be the case that NO ads can have more than 20% or they wouldn’t get approved. Now-a-days, the ads that have more than 20% text will get approved but will run at a reduced rate. It’s best to just be safe than sorry. Here’s a handy tool that will keep you in the clear.

There’s also been a lot of research on what kind of copy to use in your ad. Most digital marketers lean towards the “5 word headline” but keep it strong. These are your only 5 words to catch their eye, make them count. Ask a thought provoking question, state a fear inducing fact, or create an emotional call to action.

Use a compelling and strong visual(s) for your ad. We all know how we mindlessly scroll through our feeds but the next time you’re scrolling, pay attention to what catches your eye. Colors? A beautiful photograph? A video? Pay attention and start to learn what ‘slows the scroll’ - again, the more experiments you run, the better your ads will be over time!

Where you place your ad also is a big factor for the creative you choose. Portrait images are more likely to run in more placements vs landscape images. Square videos can’t run in Audience Network. The Facebook Ads Manager does a great job of letting you know when something isn’t going to run but it’s easier to know it from the start. My fail-safe formula is a photo or video in the 4:5 ratio.

Call to Action

Probably one of my favorite marketing acronyms is CTA or Call to Action. This is the action you want your visitor to take and is an important part of the ad anatomy. Giving people the wrong CTA may confuse them or scare them away before they even click through. You’re probably not going to use the “Get Directions” CTA for an online store just like you wouldn’t use “See Menu” for a photographer. You can never fail with Learn More as it’s vague enough to do just about anything but make sure you select the one that meets your objective.

Conversion Tracking

At the very bottom of your Ad Creator, you’ll see Conversion Tracking. Don’t forget to toggle on your Facebook Pixel! This is how a majority of your website tracking will take place so it’s key to flip that to enable your pixel.

As long as there are no errors at the bottom of your screen, you’re ready to review and confirm your ad campaign!

Cross your fingers and may the Facebook Algorithm be ever in your favor ;)

Bonus Tips:

  • If you have an ad that’s scheduled to run longer than a few days, prepare to have an extra creative visual on hand. Ad fatigue is real and you can easily combat it by keeping your ad creative fresh and new. You don’t need to re-start your campaign to do this, just edit it while it’s running.

  • Check on your ads every day. Just like a plant, they need TLC. Make sure you’re watching it’s performance and editing or revising as needed. *I’ll get more into this later*

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Above is an example of an ad that ran for almost a month. The spikes are changes in copy, audience, or creative which gave it a little boost. You can see that if it’s left for a few days, the spikes go back down or plateau. If you see the ad continually declining, it’s time to stop the ad and try something new!

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Want custom help and advice?

Let’s talk! I’ll walk you through all of the basics, set up your Business Manager and go over things like:

  • Designing an effective ad

  • Tips to keep your ad running smoothly (yes, you have to check on it every day)

  • Run through all the crazy acronyms (CPM, CPC, PTA, and more)

  • The best ad format for your objective.

    and way, way more.