facebook ad campaign

Facebook Ad Campaign – How to Create One That’s Successful

By: Frank DePino | December 1, 2023

Navigating the treacherous waters of Facebook advertising can feel overwhelming, especially with such a wide range of ad formats, targeting options, and so-called ‘best practices.’ From behavioral targeting to pixel tracking, there are many elements found in an effective Facebook ad campaign. 

Running a successful Facebook ad campaign starts with a clearly-defined target audience and objective. Determine your budget, choose the right ad format, and create compelling and attention-grabbing ad content that aligns with your goals. It’s equally important to utilize Facebook’s targeting options to reach the right people based on demographics, interests, and behaviors. Once your campaign is up and running, monitor its performance using Facebook’s analytics tools and make necessary adjustments for optimization. 

Now that you have a basic idea of what you need to run a successful Facebook ad campaign, come dive in with us as we explore the ways in which you can optimize yours!

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What You Need to Run a Facebook Ad Campaign

Let’s get started with the essential steps you need to follow to get your ad campaign up and running.

Create a Facebook Page

While it might seem pretty obvious, if you don’t have one already, create a Facebook Page for your business or brand. Your Facebook page will serve as the foundation for your ad campaign. Check out our Facebook page optimization checklist to make your page stand out!

Create and Set Up the Facebook Business Account

Next, you must set up a Facebook Business Account and link it to your Facebook page. Having a business account gives you access to advanced advertising and SEO optimization features and tools, including:

  • Facebook Ads Manager: The overarching platform for creating, managing, and monitoring your Facebook ad campaigns
  • Audience Insights: Provides valuable demographic data and purchase pattern information regarding your target audience.
  • Custom Audiences: This feature allows you to create custom audience segments based on your audience insights.
  • Lookalike Audiences: A unique feature that helps you discover new potential customers similar to your existing customer base. 
  • Conversion Tracking: An in-depth tool for measuring the effectiveness of your ads with user tracking.

The above features and tools are only the tip of the iceberg, however, and once you get into the weeds, you’ll discover far more capabilities.

Create a Plan Before Running the Facebook Ad Campaign

Lastly, you’ll need to devise a plan before you launch your Facebook ad campaign. 

You can start by clearly outlining your campaign objectives, determining your target audience, setting the right budget, and creating a timeline:

Ask yourself a few questions to determine your campaign objective, such as

“What do you want to achieve with your Facebook ad campaign?”

“What audience are you looking to target?”

“What’s a realistic budget for this campaign?

“Do you have specific start and end dates or any specific milestones or events that you align with this campaign?”

Once you have the basics down, you’ll want to start thinking about the specific goals you want to achieve with your Facebook marketing plan.

Do you want to drive website traffic to a landing page, enhance lead generation, optimize catalog sales, or increase brand awareness?

There are infinite examples of goals, so plenty to consider here.

The last thing is planning your ad content to align with your goals. Regardless of your goals, this content should be compelling and resonate with your target audience. The messaging should be concise and clear. It’s important that it communicates the value and benefits of the products or services you offer.

We often talk about the importance of visual marketing here at Mediaboom, and we can’t stress the importance enough of using high-quality images and videos in your campaign that are relevant to your objectives. If you’re a brand, make sure that the imagery matches your brand elements, such as your logo.

Mediaboom shows how they built a very professional Facebook page for their marketing agency

How to Run a Successful Facebook Ad Campaign in 9 Steps

1. Install the Facebook Pixel On Your Website

Facebook Pixel launched back in 2015, replacing the company’s antiquated conversion tracking pixel and giving advertisers more advanced tracking and targeting capabilities. 

Now, it’s an essential conversion tracking tool for businesses and marketers of all shapes and sizes.

As such, the first thing on your to-do list should be installing the Facebook Pixel on your website to track conversions and gather data for better ad targeting.

2. Choose Your Goal

Earlier, we talked about determining the specific goal of your campaign.

What are you looking to do?

Knowing will help you determine the specific ad type you want to use.

Is this campaign meant to drive traffic to your website traffic and generate leads?

Maybe your main goal is to increase brand awareness across the platform? 

Facebook’s ad manager excels here, as it allows you to select the appropriate objective right off the bat.

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3. Find Your Target Audience

Now that you have a clear path to your goal, you can take advantage of Facebook’s targeting options to define your target audience.

The audience tools are relatively in-depth, allowing you to create your Facebook ad campaign based on characteristics like demographics, interests, and behaviors. 

How old is your target audience?

What kinds of hobbies do they have?

What’s their highest level of education?

In the Ad Sets section, click on “Edit” under the “Audience” section to set your basic demographic filters, and use the detailed targeting section to make further refinements. 

4. Setup the Timing and Budget

Next, you’ll want to decide how long you want your ad campaign to run. 

Though Facebook offers several campaign lengths, It’s generally a good idea to let your campaign run for around 3-5 days and see how it’s doing before making adjustments. 

To determine the full length of the campaign, consider your objectives or whether or not you have any product launch dates or events you want to align with.

Depending on your goals and budget, your campaign could run anywhere from a few days to a few months.

When it comes to your budget, you’ll often choose between a daily budget (the average amount you’re willing to spend per day) or a lifetime budget (the total amount you’re willing to spend throughout the campaign duration).

All of this will be based on a cost per result.

Your cost per result could be a specific cost per click (CPC), cost per impression (CPM), or cost per conversion (CPA). 

Most businesses allocate around 10-12% of revenue to marketing. For your Facebook ad campaign, the best practice is to start with a smaller budget while testing different ad variations and targeting options. Once you’ve figured out your most effective strategies and gathered some helpful insights, you can gradually increase your budget.

Example of creative uploaded by some businesses to sell their products to the Facebook audience

5. Upload Your Creative Copy

When it comes to creative copy, the key is to create something that resonates with your target audience, whether it’s eye-catching visuals or persuasive CTAs.

And whether you choose to focus on images, videos, illustrations, or infographics, you want quality copy to go along with it.

Your copy should clearly communicate the value and benefits of whatever it is you’re offering. Storytelling can be beneficial here, as it gives your audience a narrative to latch onto. For example, if you’re a real estate agent, you might advertise a successful home sale you were a part of.

6. Duplicate Your Ad To Test Different Creativities

Once your campaign is set up, you can duplicate it for a split test. Click on the ad set to view its details.

This is a great time to modify the creative elements and test out different variations of your ad to see what works best, including the image or video, headline, ad copy, or call-to-action. Take note of the changes you make to use for your ad campaigns in the future.

7. Run the Test and Wait At Least 24 Hours

Here’s where patience is key.

Facebook needs time to collect and process data from your campaign, such as clicks, video views, conversions, impressions, and other engagement metrics. 

It’s important to wait at least 24 hours to make sure you have a substantial amount of data to analyze before making any informed decisions or adjustments. Doing so will give you a better sample size and reduce any performance fluctuations or outliers. 

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KPI to Monitor When Launching a Facebook Ad Campaign

  • ROI: This is the overall return on investment from your ad campaign, including revenue generated, ad spend, and other relevant expenses.
  • CTR: ​​This is the percentage of users who clicked on your ad after seeing it, which can give you better insight into the ad’s relevance and engagement ability.
  • CVR: This is the percentage of users who completed a desired action, such as making a purchase or filling out a form, after clicking on your ad.
  • CTA: How effective your ad was at driving engagement
  • Clicks: This is the total number of clicks your ad received

After launching a Facebook ad campaign, your work isn’t done.

In fact, there may be instances where you want to implement precise scaling techniques to optimize and expand your campaign’s reach. In such cases, it can be beneficial to seek the expertise of a professional digital marketing and web agency.

Hire Now a Web Agency to Run Your Facebook Ad

As you can see, creating a Facebook ad campaign is easy as long as you have the proper guidance from a stellar digital marketing agency. From finding your target audience to implementing quality visual content, our expert luxury marketing team at MediaBoom is ready to help!

Get in touch with us today to learn more.

By: Frank DePino

Frank DePino is Principal and Founder of Mediaboom. Since 2002, Frank has led Mediaboom’s award-winning staff of creative and technical professionals, building the most effective marketing and advertising solutions for its clients.

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