How to setup the perfect Facebook Ads Conversion Campaign
In this article, I will go through all the steps and the features available that you need to take to create a skyrocket Facebook Ads Conversion Campaign.
Facebook constantly provides lots of new features and updates that will simplify your work and your optimization process.
For example, the recently launched Facebook Business Manager Interface comes with more simplified navigation features, a cleaner design, and a new campaign management experience that makes it much easier and straightforward to created campaigns especially if you are new into the field.
In order to achieve great results you need to test, test, and test. Just test the new updates, test your creatives, test your headlines, add more than one headline. Leave no stone unturned!
By setting a campaign accurate from the beginning will ease your optimization process.
The ingredients for a successful campaign are:
- 1 Conversion Campaign
- 4 different audience based on interest and/or behavior
- 1 audience based on website visitors, or users that added to cart (Re-marketing)
- 4 different visuals
- 2 different headlines (at least)
So, let’s dive in!
First, choose your objective. You should always select the objective that best reflects your desired outcome for the campaign. If your objective is to sell your products or to get people to register or buy tickets to your event, then this walkthrough is the perfect setup for you.
Preparation – Mixing the ingredients
Open the Ads Manager, select the “+Create” button, choose the campaign objective “Conversion” and let the feature “Campaign Budget Optimization”(CBO) on. Type your Daily or Lifetime Budget and click “Next”.
And this is where the fun begins!
We are at the “Ad Set” level where you need to choose the conversion event for which you will be optimizing the campaign, can be Purchases, Downloads, Leads, etc. Select your start date, end date, and the minimum budget that you want to spend on this Ad Set.
Please note that here it’s extremely important to put a minimum budget per ad set because you will have multiple audiences with different Potential Reach and you want to make sure that even the audiences with a small potential reach will get the chance to deliver.
Setting up the Target Audience:
Fill all the demographic information, such as Location, Age, and Gender, and then go to “Detailed Targeting” to choose the “Interest” and the “Behavior” of your potential clients.
Interest-based targeting allows you to target users that are interested in subjects related to your product.
Behavior-based targeting allows you to target users by actions they took within Facebook, for example attending a wine event or booking a plane ticket.
Let’s take one concrete example:
You are a US-based Personal Life Coach, supporting an online workshop about Productivity.
Note that for each audience, you will create a different ad set. Here are 4 examples of audiences you can use in your campaign.
- User with the age between 25 – 45, that live in the United States and are interested in Productivity
- Users with the age between 25 – 45, that live in the United States, and have an interest in Life Coaching
- User with the age between 25 – 45, that live in the United States, and have shown interest for the Productivity App Trello
- User with the age between 25 – 45, that live in the United States and have expressed interest in attending an upcoming Facebook event. Because usually, this behavioural target is quite broad we narrowed it down with an additional interest layer “Personal Development”.
For this part is extremely important to create your ad sets with only one interest/behaviour per ad group. Also, you need to verify that your potential reach for all your ad groups is similar. In case there is a big difference within the potential reach you can narrow it down with another layer of interest or behaviour.
Why do I recommend one single interest in your audience? Because this way you can understand your customers better and it’s easier onwards to scale your campaigns.
Next will be selecting the “Placements” where your ads should be displayed. I always select these options, because along the way these were the most efficient for me while running conversion campaigns:
The last part here will be the “Optimization Delivery”, where you choose the event you want to optimize for, in your ad set (Conversion). Since we want fast and quick results we will pick the Conversion Window to be 1-day click or view. This means that Facebook will optimize your ads and it will show to more people that take actions faster, within 1-day view or click.
Select the button “Next” and go to the next step: creating the ads. We will discuss in another article about this entire process since there are so many important things to mention here.
We have one Conversion Campaign with 4 different ad sets, each asset having one single interest target. Did I miss something?
The most important part of creating a Conversions Campaign is the retargeting. This means targeting people that already visited your website, saw your videos, or added to cart one of the products.
Make sure you add this audience too and most certainly will make your campaign fly!
One last tip! Before creating the campaign, you really need to know your audience that’s why we recommend using Facebook Analytics. This tool will help you to understand better your potential customers and will help you in the process of deciding the “Interests” and “Behaviour” you should use in your campaign.
Now that you’ve got a general overview of how to create a Facebook Ads Conversion campaign, let’s start creating one!
This article is written by Mădălina Burduja, our lovely PPC geek from WeTripOn. You can find the original article here.