Which AD Campaign to Choose?

The rule is simple: To select the right campaign objective, choose the one
that’s closest to your current advertising goal:

● Awareness: Objectives that generate interest in your product or

service
● Consideration: Objectives that get people to start thinking about your
business and look for more information about it
● Conversions: Objectives that encourage people interested in your
business to purchase or use your product or service

If your goal is to get new leads, you could select the “Lead generation” or
“Conversions” objective. If you want to collect more page likes, select the
“Page likes” objective, etc.

You can also A/B test multiple campaign objectives by setting up more than
one ad campaign.

What is A/B Testing?

What Is A/B Testing?

A/B testing, also called split testing, is a tactic by which you find out which
ad headlines, body copy, images, call-to-actions, or a combination of the
above work best for your target audience. Moreover, you can experiment
with several Facebook audiences and ad placements to know who’s your
perfect audience and which placements they can be reached with.

Usually, the A/B tests are published for a couple of weeks, while the
advertisers wait for new results to come in. After the experiment is
completed, a conclusion will be made whether one option outperformed the
other(s). You can ensure that your results are statistically significant by
using a statistical significance calculator.
How to Set Up Facebook A/B
Testing
As you get started with Facebook advertising, you’ll realize that there are
so many things you’d like to test: ad images, copy, target audiences,
bidding methods, campaign objectives, etc.
The rookie mistake you’re likely to make at this point is creating an A/B test
with too many changing variables.
Let’s say you want to test 3 ad images, 3 headlines, and 3 main copies.
This makes 3x3x3 = 27 different Facebook ads. This test will take weeks to
conclude. A test can quickly become huge! Let’s assume you want to test
five images, four ad titles, and five precise interests targeting. This means
you’d have to create 4*5*5 ads to test all the possible combinations — a
total of 100 ads!

Setting up 100 or even 20 different Facebook ads would take hours… And
of course, you’re smarter than that!
This leaves you with two options: Either create smaller experiments with
four or five variations OR use an external Facebook ads managing tool
specifically designed for A/B testing

Back to Which AD Campaign to chose?

1) Campaign Objective: Brand Awareness

Platforms:

● Facebook
● Instagram

Optimization Options:

● Brand Awareness
● Ad recall lift

Supported ad formats:

● Image
● Video
● Carousel
● Slideshow

When to choose the “Brand awareness” objective?

The “Brand awareness” campaign objective is a good option if you’d like

more people to find out about your brand. You can also use this objective to
drive more traffic to your website.
2) Campaign Objective: Reach

Platforms:

● Facebook
● Instagram

Optimization Options:

● Impressions
● Reach

Supported ad formats:

● Image
● Video
● Carousel
● Slideshow
When to choose the “Reach” objective?

Use the “Reach” objective if your goal is to reach the maximum number of
audience members repeatedly over a shorter period of time. This could be
a good option when promoting limited-time offers or when creating
remarketing campaigns.

With the “Reach” campaign objective, Facebook will optimize for the
highest number of possible impressions, with no consideration of clicks and
actions taken by the people who see your ads.

3) Campaign Objective: Traffic

Platforms:

● Facebook
● Instagram
● Audience Network
● Messenger

Optimization Options:

● Link clicks
● Landing page views
● Daily unique reach
● Impressions

Supported ad formats:
 ● Image
● Video
● Carousel
● Slideshow
● Collection

When to choose the “Traffic” objective?

Select the “Traffic” objective when your goal is to lead people to your
website or blog, and there are no specific actions you wish them to take.

For example, if you’d like more people to read a blog article or read a case
study, you can use the “Traffic” campaign objective.

4) Campaign Objective: Engagement

Engagement objective is now where you can set up event response and
page likes campaigns, which were previously their own distinguished
campaign objective.

Platforms:

● Facebook
● Instagram
Optimization Options:

● Daily unique reach

● Impressions
● Post Engagement
● Page Likes (Facebook only, not Instagram)
● Event RSVPs

Supported ad formats:

● Image
● Video
● Slideshow

When to choose the “Post Engagement” objective?

With “Post Engagement” objective, Facebook will show your ads to people
who are the most likely to like, share, and comment on your post at the
lowest possible cost.

Note that this objective is automatic when using Facebook Boosted Posts
to amplify your Facebook post’s reach.

5) Campaign Objective: App Installs

Platforms:

● Facebook
 ● Instagram
● Audience Network
● Messenger

Optimization Options:

● App Installs
● Link Clicks
● App Events
● 10 Second Video Views

Supported ad formats:

● Single Image
● Single Video
● Carousel
● Slideshow

When to choose the “App Install” objective?

If you’re interested in getting more people to download and use your app,
Facebook App Install ads are one of the best ways to do it.

6) Campaign Objective: Video Views

Platforms:
 ● Facebook
● Instagram
● Audience Network

Optimization Options:

● 10-second Video Views

● 2-second Continuous Video Views

Supported ad formats:

● Single Video
● Carousel
● Slideshow

When to choose the “Video Views” objective?

Video views ads are great for targeting cold audiences as they’re engaging
and help to increase brand awareness. Note that you can also promote
videos with other Facebook campaign objectives, such as “Conversions”
and “Lead generation.”

7) Campaign Objective: Lead Generation

Platforms:

● Facebook
 ● Instagram
● Messenger

Optimization Options:

● Leads

Supported ad formats:

● Single Image
● Single Video
● Carousel
● Slideshow

When to choose the “Lead Generation” objective?

Select this option if you’re interested in creating Facebook Lead Ads and
getting people to give you their contact details in exchange for
downloadable content. Instead of sending users to your website, a lead
form pops up which allows you to collect information like names, emails,
phone numbers, etc. directly on Facebook.

8) Campaign Objective: Messages

Platforms:

● Facebook
 ● Instagram
● Messenger

Optimization Options:

● Replies (when using Click To Messenger)

● Impressions (when using Sponsored Message)

Supported ad formats:

● Image
● Video
● Carousel
● Slideshow

When to choose the “Messages” objective?

“Messages” is Facebook’s newest campaign objective and it is optimized to

have your audiences start a conversation with your Facebook page.

Message ads can be effectively used to increase awareness as well as

make sales, RSVP to events, and many other goals you may have.

9) Campaign Objective: Conversions

Platforms:
 ● Facebook
● Instagram
● Audience Network
● Messenger

Optimization Options:

● Conversions
● Impressions
● Link Clicks
● Daily Unique Reach
● Landing Page Views
● Value
● App Events (if an app is selected)
● Replies (if Messenger is selected)

Supported ad formats:

● Image
● Video
● Carousel
● Slideshow
● Collection

When to choose the “Conversions” objective?

“Conversions” is Facebook’s most popular campaign objective as it is

optimized to deliver you new leads or purchases.
Conversion ads are aimed to increase sales, sign-ups, purchases or other
desired actions on your website, and Facebook’s auto-optimization works
really well!

10) Campaign Objective: Product catalog

sales

Platforms:

● Facebook
● Instagram
● Audience Network

Optimization Options:

● Conversions
● Impressions
● Link Clicks

Supported ad formats:

● Image
● Carousel
● Collection

When to choose the “Product catalog sales” objective?

Product catalog sales are designed for e-commerce advertisers that sell a
variety of products and frequently update their product catalogs. You can
also use this objective when creating remarketing campaigns targeting your
online store visitors.

11) Campaign Objective: Store visits

Platforms:

● Facebook

Optimization Options:

● Store visits
● Impressions
● Link Clicks
● Daily Unique Reach

Supported ad formats:

● Image
● Video
● Carousel
● Slideshow
● Collection

When to choose the “Store visits” objective?

If you have a physical store that you’d like more people to visit, try the
“Store visits” campaign objective. You’ll be able to reach people around
your business, just like with the Local Awareness ads, but include
additional information.

Note that the Store Visits delivery optimization is currently available to a

limited number of advertisers.

Setting Up a AD Campaign in Facebook

How to set up a Facebook ad

campaign
To create a campaign, click the green +Create button in the Campaigns tab
of your Ads Manager.

Source

Step 1: Select your campaign objective

On Facebook, you can choose from a handful of campaign objectives that
match your advertising goals. For example, if you are looking to drive traffic
to a physical location, you would use Store Traffic. If you’re driving traffic to
a website, you want to use Conversions.

Step 2: Give your ad campaign a name

Naming conventions for your campaigns can be an easy way to organize
your campaigns as you scale and run more of them. It also sets you up for
hyper-efficient reporting later on when it comes time to analyze your
results.

Some examples of what you can include in your campaign name are:

● Client name/website
● Target audience/location
● Custom audiences
● Creative type
● Facebook Page

Step 3: Pick special ad categories, A/B test,

and optimize the campaign budget
On the next page, we have to make some decisions regarding the
campaign as a whole. These include:

● Special ad categories
● A/B testing
● Campaign budget optimization

First up, you need to declare if your ad will be falling under one of the
Special Categories. Most ads will not, but it’s important to take a look to
see if any of them apply to your ad.

Step 4: Set up your campaign budget and

bidding
Picking the right budget for your campaign is critical to success. The first
step of the “Budget & Schedule” setup is to assign a budget for your
campaign.
Facebook gives you two budgeting options:

1. Daily budget – Facebook will spend this sum on delivering your ads
every day during your campaign. When you set your daily budget, you’re
telling Facebook to get you roughly your daily budget’s worth of the results
every day.

Some days, when Facebook spots high-potential opportunities, it may

spend up to 25% more than your daily budget (and then lower the spend on
the low-potential days). As you select the daily budget, your daily ad spend
could look like a set of curves.

Don’t worry, that’s completely normal and means that Facebook’s

auto-optimizing your ad delivery (which is a good thing).

(image source)

2. Lifetime budget – Facebook will divide the total campaign budget more
or less evenly across the campaign dates. If you set a lifetime budget,
Facebook will ask you for the campaign dates, so that it can calculate the
average spend for each day.

We recommend that you set a daily budget and an unlimited campaign

duration, so that you can later edit the size of your daily budgets and pause
the campaign whenever you see fit.

BIDDING

As you advertise on Facebook, you’ll be competing with hundreds of

thousands of advertisers, each wishing to reach their target audience.
Facebook ad bidding works on an auction basis. Who’s winning the bid? –
The advertiser who has the best combination of best bid, relevance score,
and “estimated action rates.”

Lowest Cost vs. Target Cost Bidding

Facebook now has lowest cost and target cost bidding. With Lowest cost
bidding, Facebook will try to get you the lowest cost results, based on your
optimization goal while increasing the bid more as needed to spend your
budget. You can set a bid cap if you want to make sure we don’t bid more
than a certain amount for any result. This bidding type is ideal for spending
your budget efficiently, but keep in mind your costs may rise as you spend.

Target cost bidding works by telling Facebook your target cost, based on
your optimization goal and they will bid to meet that cost on average. This
is ideal if you want to maintain stable average cost, even if you raise your
budget and scale the campaign.

Step 5: Set up audience targeting

Facebook offers many powerful ways to target audiences, and we’ll talk
more at length about creating these different audience types in Chapter 6.

In this phase of your campaign setup, you have two options:

● Create a new Facebook target audience.

● Use a Saved Audience.

Step 6: Set up your placements

This is the step where you decide where on Facebook’s vast network you
want your ads shown. Your choices, however, will be limited by the goal
you have chosen for your campaign.

Source

By default, Facebook will have automatic placements selected that they

believe give you the best results. If you would like to, you can also opt to
choose your own placements.

Here is a full list of all of your placement options:

Feeds

● Facebook News Feed

● Instagram Feed
● Facebook Marketplace
● Facebook Video Feeds
● Facebook Right Column
● Instagram Explore
● Messenger Inbox

Stories

● Facebook Stories
● Instagram Stories
● Messenger Stories

In-Stream Videos

● Facebook In-Stream Videos

● IGTV Videos

Apps

● Audience Network Native, Banner, and Interstitial

● Audience Network Rewarded Videos

Other

● Facebook Search Results

● Messenger Sponsored Messages
● Facebook Instant Articles

Step 7: Set up your Facebook ads

This is the final step of the campaign creation process. Here, you can
select your preferred Facebook ad type and insert your ad images and
copy.

We will be doing an in-depth lesson on building the best possible Facebook

ads in the next chapter, but for now, let’s take a look at the basics of what
you need to get done to get your ad put together.

To start, you’ll need to choose to either:

● Create a new ad.

● Use an existing post from your page.
● Use a Creative Hub mockup.