Facebook Ads and Facebook Marketing Mastery (Udemy) - Part 2
First Level - Campaign level:
This corresponds to the top of the funnel, here we will need to select the campaign objective and goals based on which stage it correlates with in our overall facebook marketing strategy.
Select a campaign objective. Depending on your goal.
Name the campaign.
Set the budget. Start with a small daily budget. Scale from week to week.
The goal of our first campaign is to test our new landing page. Since we are not looking for conversions per se but are prioritizing visits to the landing page I have selected the objective “Traffic” under the “consideration” section.
We have chosen a budget of 10$ a day and let facebook optimize. Then we can slowly increase the budget as our testing reveals which ads are most effective. We don’t want to raise the budget too quickly as this will cause Facebook to waste our money.
Second level - ad set:
Where you select the target audience. Broad audiences are less expensive. This is where you should implement the first level of manual split testing - seeing how different audiences react to different ads.
Name ad set to describe targeting.
Select target audience. Keep broad in the beginning ~1M.
Select a placement. Usually just leave as automatic.
Create a duplicate ad set for testing and change the audience - for example men vs. women. (After creating the ads)
In the case of our first campaign I have done a simple men - women split. This will help us learn a lot about our target market.
Level Three - where you create the actual ad - video, photo etc.
Here you upload the media of the ad and set the CTA button, header, copy etc. Split test using the Dynamic Creative feature which allows you to upload multiple creatives and lets Facebook check different combinations to see which works best.
Here I uploaded six different designs - each with only one small change (Either color or image) and three different sentences for headers and display as well as three different call to action buttons.
As we learn what is more effective we can create new ad campaigns with just variants of our most successful ads.