Facebook Ads Manager is a Facebook’s ad management tool that lets you manage/run your advertisements on Facebook, Instagram, Audience Network and Messenger. It helps you create stunning Ads, target them per your audience and measure their performance. Here, we will learn the types of Facebook Ad campaigns and then we will build the awareness campaign in Facebook Ads Manager. Choosing the right campaign objectives per your business niche is extremely important to generate revenue from the online world.
Table of Contents
Here are the types of Facebook campaigns along with the explanation of Facebook campaign objectives:
It is one of the first Facebook campaign objectives present in the Facebook Ads Manager. This type of campaign is used to boost the awareness of your brand or reach according to your preferred geographic location, advertising platforms and audience. The Facebook’s awareness campaign has two options namely, “Brand Awareness” and “Reach”. “Brand Awareness” is used if you want to make your audience understand the value of your brand over your competitors.
And, “Reach” is used if you want to showcase your products in your business specific areas or may be local areas.
This Facebook campaign’s objective is to generate traffic and engagement for your business. Here are its various options:
- Traffic: It is selected to get traffic to your website, Facebook messenger, on Facebook’s page, etc.
- Engagement: In the event that you post an event on Facebook, and are looking to increase its likes and audience interaction, you can select this option.
- App Install: The promotion of your mobile app can be performed by choosing this option. The objective of this is to encourage people to install your app.
- Video Views: If you are a YouTuber or willing to make your video viral, you can choose this Facebook campaign objective to get a maximum number of views.
- Lead Generation: In order to get sales leads for your business, use this Facebook campaign objective. Business leads can be in the form of contact numbers, email addresses of your targeted customers.
- Messages: If you want to receive business inquiries via messenger, you can select this objective in Facebook Ads manager.
The next Facebook campaign objective in Facebook Ad Manager is “Conversion”, which is based on making your targeted audience take the action per your business goal. Here are the options included in this:
- Conversions: In case you are willing to make your audience perform a valuable action according to your business objective, this Facebook campaign objective is for you. Be it asking your users to signup, filling survey form or their feedback, choosing this option can help you do almost everything.
- Catalogue Sales: Your objective to automatically show advertisement straight from your catalogue can be achieved by choosing this Facebook campaign objective.
- Store Traffic: If your mission is to increase the footfall in your physical store, you can use this option. It lets you show your ads to the audiences that are near to your store.
Now, let’s learn how to create brand awareness campaign in Facebook Ads Manager and boost your brand value:
Step 1: Sign in to your Facebook account with your user credentials.
Step 2: Click an arrow presented on the top right corner, and select “Create Ad” option.
Step 3 – Choose the Facebook Campaign Objective: The Facebook Ads Manager will load various advertisement options. Click the option, “Create New Campaign” and select the objective of your ad in Facebook Ads Manager.
Step 4: Select “Brand Awareness” and create a name of your campaign. A campaign can have multiple Ad Sets, which are similar to Ad groups in Google Ads.
Step 5: In case you are running multiple ad sets, you can enable the option “Create Split Test” in Facebook Ads Manager and measure their performance. Moreover, you can also enable “Campaign Budget Optimization” in Facebook Ads manager if you want to control your daily budget at the campaign level. Right after that, click the button, “Set up Ad Account”.
Step 6 – Account Details Setup in Facebook Ads Manager: The account detail section appears in Facebook Ads Manager. Now, select the desired country, currency, time zone and click “Continue” button.
NOTE: You can choose Ad account name as your own name or your brand’s name by clicking the “Advanced Options” below.
Step 7 – Select Audience in Facebook Ads Manager: Ad Set section appears in Facebook Ads Manager wherein you need to input your Ad set name, which will be displayed throughout the reporting. Next, you need to define your targeted audience. Since you are creating new audience, you can either choose the audiences who have already interacted with your business or reach new people on Facebook. If you already have a list of audiences that have either interacted on your Facebook’s page or app, you can choose the option, “Custom Audience”. But, if you want to create audience from the scratch, you can choose the second option, namely “Lookalike Audience”. You can leave this field as it is if you want to select the location and interest of your audiences directly.
Step 8 – Location Targeting Setup in Facebook Ads Manager: Next, select the location of your targeted audience. In this case, select your target location, gender, age. Here, you need to select the apt option if you want to display your ads
- In that particular location,
- People who live in that location,
- People who are recently in that location or travelling to that location.
You can leave the textbox of language as blank if you are unsure about the common language in your targeted location.
Step 9 – Audience Targeting Setup in Facebook Ads Manager: Here, you also need to define your audience in the field “Detailed Targeting”. You need to input the type of your audience here (e.g., digital marketing, digital marketing strategists, digital marketing podcasts, etc.). You can also click “Browse” button to select multiple audience per their Interest, Demographics, and behavior.
After this, you need to select the appropriate value in the field, “Connections” wherein you need to further narrow down your audience preference. For instance, you can target audience who liked your Facebook page in the past, or you can exclude people who have liked your Facebook page. Here, you also need to mention your Facebook page to let Facebook Ads Manager understand your audience filtering requirements. This field is optional though.
Right after filling the required information, hit “Save the Audience” button.
Step 10 – Placement Setup in Facebook Ads Manager: Next, you need to setup placements, which let you show your ads to the right audience per your product or service. By default it is selected as “Automatic Placements”, which is a recommended method of Facebook to maximize your budget and showcasing your ad to a maximum number of audiences.
You can also select an option namely “Edit Placements” if you want to set display platforms and device targeting manually. It allows you to choose your device type where you want to display your Ads and choose the advertising platforms including Facebook, Instagram, Audience Network, Messenger etc. Here, you have an opportunity to showcase your ad on various sub sections of social media platforms including Feeds, In-stream videos, instant articles, suggested videos, stories, reward videos, etc.
You can also exclude the categories such as mature content, dating, gambling per your business requirements.
Step 11 – Setup Budget in Facebook Ads Manager: After this, you need to set up Budget & Schedule in Facebook Ads Manager. Here, you can either set a daily budget or a lifetime budget. You can also select the starting and ending date of your Facebook Ad campaign. After this, click the “Continue” button.
NOTE: Brand awareness works on the basis of impressions. Thus, in brand awareness campaign, you are not allowed to edit optimization for Ad delivery, bid strategy, action when you will be charged and delivery type. Moreover, Ad scheduling can be edited only if you have set the lifetime budget instead of daily budget.
Step 12 – Create Ad in Facebook Ads Manager:
First off, you need to select the Facebook page that is associated with your business and then select the format of your Facebook Ad.
You can select Carousel or Single Image or Video as an Ad format. If you want to select two or more images in your Facebook Ad, you should select Carousel. But, if you have a single image or a slideshow with multiple image to place in your Facebook Ad, you can choose ‘Single Image’ or ‘Video’ as an ad format.
In order to make your Facebook Ad more attractive, you can click the option “Ad an Instant Experience”. Now add the images per your marketing objective.
NOTE: You can create up to six Facebook Ads without spending anything extra in Facebook Ads Manager. Make sure the size of your advertising image is 1080 X 1080 pixels and the format needs to be either .JPEG or .PNG.
Step 13 – Input Text in Facebook Ads Manager:
Input the text for your Ad to captivate your audience; it will be displayed on the top of your Facebook Ad. Furthermore, you can set your Ad’s headline, display link, news feed link description, website’s url and call to action. The preview of your Facebook Ad can be viewed on the right hand side in various formats (e.g., Desktop News Feed, mobile, etc.). Once you are done, you need to click the “Confirm” button to move ahead.
NOTE: You can also review your Ad in Facebook Ads manager by clicking the “Review” button.
Step 14 – Setup Pixel Code in Facebook Ads Manager
In case, you want to track the performance of your Ad by determining the actions performed by the visitors on your website, you need to setup pixel code on your website. This code will be generated from the Facebook Ads manager and will be pasted in the source code of your website. You can use tag manager, WordPress plugin or manual method to apply this code to your website.
Step 15: Setup Payment Method in Facebook Ads Manager:
There are three types of payment methods you can choose in Facebook Ads Manager. You can make payment through debit/credit card, Netbanking or Paytm wallet. In our case, we have chosen Paytm wallet to make the payment. Click “Continue” button to proceed.
That’s it! Your Ad is all set to run and you will see the campaign’s status in the Facebook Ads Manager. In the event that your Ad has too much of text into it, then it is reviewed manually by Facebook and approved if adheres to Facebook’s compliance.
NOTE: Once, your Facebook Ad is be approved, you will see a notification for the same. It will appear as following: