How to build a great Facebook campaign

Written on 05 September, 2016 by Julie Doubinski
Categories: Small Business, Social Media | Tags: advertising, facebook, small business, social media

Currently, there are 15,000,000 Facebook users in Australia. If you think your potential business customers are on Facebook, you should definitely consider running Facebook advertising campaigns. So, where do you start?

You can run Facebook ads using your personal account by selecting the “Advert Manager” tab on the left-hand side of your Facebook page:

Adverts Manager option

However, the best way to go about it would be creating a business Facebook page and business advertising account.

Why? Because it’s better to keep your personal Facebook account separate from your business one. Also, using Business Manager you can assign multiple account administrators that can work on your ads. So, keep your personal Facebook page and profile private and separate from your business page.

If you don’t have a business account on Facebook yet, use the link below and set one up by following Facebook’s step-by-step instructions – it’s really easy and straightforward. Make sure you have your business address and business expense credit card details ready if you would like to start advertising on Facebook right away.

Once you’ve got your account set up, you are ready to build your Facebook ad. Let’s go!

On your Business Manager homepage select your advertising account and then “create campaign”:

Next, choose your campaign objective from the options below:

If you’re a beginner to Facebook advertising I would recommend starting with boosting your posts. It’s very easy to set up and it will help you build brand awareness – sponsored posts reach many more people than organic (unpaid) posts. Create your post and choose an image. A big element of your Facebook ad is the quality of your image. Make sure it’s sharp, clear, and enticing. Also, as per Facebook advertising regulations, make sure any text you use as part of your image does not cover more than 20% of the whole image. The recommended best image size is 1200px X 627px.

Before you publish and boost your post, you will need to define your target audience – in other words, who would you like to show your post to? You can build one based on geographic location or interests or you can target your page’s followers and their friends ( you can read more about how to build a Facebook target audience here).

Your next step is to allocate your budget and set your campaign’s duration. You can start with a modest budget of say $15/day and see how your post performs, then based on the results you can increase your budget and pause or extend your campaign’s end date.

Another type of commonly-used Facebook campaign objective is sending people to your website. After you choose the campaign objective, name your campaign and choose an existing or create a new target audience.

In the example below, we target all business owners in the Sydney area that are older than 25.

Then you can choose your ad’s placements – automatic placements are recommended but you can edit these if you like.

Choose your budget, campaign end date and bid amount. You can choose the “run my ad continuously” option but setting up an end date is recommended. When it comes to bidding, automatic is recommended option which means you will let Facebook set the bid amount that helps you get the most link clicks at the best price.

Now hit the “continue” button and set up the ad. Choose your ad image. You can choose one from your computer or from Facebook’s free image stock. You can also browse your library and choose one of the images you have used in your previous campaigns. Select the business page you would like to link to your ad, add your ad link url, headline, text and select your call to action as per example below.

Hit the “place order” button and launch your ad. So, an overall Facebook campaign structure looks like this:

Campaign – you choose your ad objective

Ad set - you set your budget, target audience, placements, bidding and schedule

Ad - you set your creative, copy and ad link

If you are considering Facebook advertising for your business but don’t have enough resources to plan and set it up, check out our Social Media Marketing monthly solutions and choose the one that is right for your business.