Before you craft the perfect conversion campaign with relevant and persuasive graphics and text copy, it is important to make sure that your campaign is going to the right audience, and to make sure that the success of your campaign is measured, so as to allow you to tailor new and improved campaigns afterwards, to create an even bigger and better crowd of prospective clients.
To begin with, let’s lay out a few basic “what’s what” of a campaign.
An ad is what your audience will see in their feed – your graphics, promotional texts and copies, and URLs.
An ad set can contain several ads, each with its own targeting audiences, budget, schedule, bidding, and placement.
A campaign can contain multiple ad sets with the same campaign objective, for example – awareness, consideration, and conversion, etc.
Now that we got the basics down, we can begin creating our campaign.
1: Set campaign objective
Do you want to raise awareness to your brand? Increase traffic? Conversions? Select the objective you are trying to achieve and try including the objective in the campaign name to allow for easy follow-up.
For the purpose of this article, we will choose to create a conversion campaign.
2: Select conversion pixel
After you’ve named your ad set, select a conversion pixel that you’d like your campaign’s success to be tracked in. A conversion pixel helps you track the amount of clients who have done what you wanted the campaign to achieve – for example, to sign up, to make a purchase, to create a profile, and etc.
Simply measuring link clicks are not enough because having prospective clients reach your designated page doesn’t mean they end up doing what the campaign is set out to do.
3: Define target audience
Next, define your target audience. Select the locations you’d like your campaign to be advertised in, and demographics of target clients, such as age, gender, and language. Select different interests, behaviors, job titles, etc. in the “detailed targeting” tool to narrow down the exact crowd your campaign will be shown to.
You can exclude a certain group of audience, for example, people who already like/follow your company Facebook page, so as to save some unnecessary money spent on increasing brand awareness on people who already know your brand.
4: Set up a campaign budget and schedule
You may choose to spend a certain amount of money per day, which means that once your daily budget limit is reached, your ad will stop showing up on your target audience’s’ newsfeed; or you may choose to spend the total amount you have available to spend on this campaign until the money run out, or until the last day you’ve set for your campaign.
Select how you’d like Facebook to optimize your delivery. Facebook can help display your ad to the right group of people to help you achieve more conversions, link clicks, or impressions.
Voila! The next step is to create killer graphics and text copy of your ad, and then you’re good to go! Click here to read AnyaUp’s previous blog post on the art of crafting a successful Facebook campaign message.
By Joey Ho
This article is crafted by AnyaUp creatives. Interested in knowing more? Check us out here.