Planning your first Facebook advertising campaign

When you first start a Facebook advertising campaign you’re presented with the question of the type of ad you want based on the goals you want to achieve.

Facebook advertising goals

I’m all for this approach because if you don’t keep your goal/results in mind, you’re apt to have an un-targeted advertising campaign.

Let’s go over each one here so that you’ll have a basic understanding.

Page Post Engagement

– Get more interaction with posts on a page and promote the posts

– Remember it’s tough to sell on Facebook. This option could be used for a particular promotion – giveaway or post that talks about a special offer that you have.

Page likes

– It’s tough to get people to trust your brand (page) when you only have a dozen or so page likes – your mother and her friends. You could find it useful to boost your page likes in order to build credibility when first starting out. You still want a targeted audience and it may be worth the money spent to gain extra page likes in order to get the trust ball rolling.

Clicks to website

– If your goal is to get people off of facebook and onto a landing page of your website – this would be the goal to use.

Be clear about what you want users to do once they get to your page. Don’t give too many choices and present them with a clear “call to action” in multiple places. Also, consider using a re-targeting pixel (more later).

– Keep any text on images to under 20% or you may not get your ad approved.

– Facebook recommends an image size of 1,200 x 628 pixels.

Website Conversions

– Similar to “Clicks to Website” but uses a conversion pixel to measure results.

App Installs

– If you’re an app developer or creator, and your goal is to get people to install your desktop or mobile app, use this objective. If you’re app is for mobile devices, pay attention to how the ad looks on mobile!

– Registering your app with Facebook and setting up a ‘Cost per Action’ campaign will ensure that you pay only when someone installs the app.

App Engagement

– If you have an app that’s been out for a while but isn’t getting the engagement that you want, you can boost it with the app engagement objective.

– You can micro-target your audience to those who already use your app.

Event Responses

– Create an event in Facebook and breathe more life into it by promoting it.

– Give people a reason to attend. What’s the benefit for them? Be clear about why they should attend and use a specific audience for that event.

– If you set up the event in Facebook, the date and time will automatically show for the event.

Offer Claims

– Begin by going to the ads creation button and create an offer. You can set the expiration date and other conditions of the ad.

– Once your offer is created, you can promote it using the “offer claims” goal.

Video Views

– This new Facebook advertising objective is used to promote and get more views on your video.

– Raise awareness about your brand by including video in your ad.

– Great choice for product launch videos and customer testimonials that with reinforce your brand.

By default, the ads that you set up will be served on the CPM, or cost per thousand served. If you’re starting out and on a tight budget, you can go to the Advanced Options and choose cost per click (CPC). Then you’ll just be paying for the actual clicks for the objective that you’ve chosen.   

Facebook automatically optimizes your ad based on your objective.

So, “What would you like to do?”

Doug Moore has been helping small businesses grow and succeed for over 10 years. His passion is to provide the tools to help you efficiently market your business.