Quick Tips

To add page to an add account, Go to business manager settings > menu > Partners > Select ad account > Share Assets button > Select page

Create page from same menu > Accounts > Pages

Build a whole strategy instead of 1 campaign. For conversion objective you need some good data first. So can do traffic, then create conversion ad for those who watched video on the page. Similarly create a full strategy.

When selecting objective

• Know the output, means what the algo is optimizing for
• Metrics to measure success for that objective
• Frequency (how many times 1 person sees the ad)

Objectives

Brand Awareness: To show ad to 1 person multiple times

• Metrics: Frequency
• Ad recall lift (people) tells how many people would remember you ad if asked within 2 days (column may be hidden), so if its increasing then its working

Reach: To be shown to maximum people and not necessarily repeated

• Frequency should be lesser like 1-2 (people = Impression/Reach)

Traffic: CTA clicks to different site To website, app, messenger, WhatsApp

Engagement: Getting likes, shares, comments on posts

Video Views

• Remarket people who watch till a certain point

Lead Generation: For nurturing leads and enquiries

Messages: For chatbot or in fb messenger

Conversion: Specific to you like purchases when enough data collected

Catalogue Sales: For ecommerce business shows products

Store Traffic Ads: For people nearby so they visit physical location & has Get Direction btn

Auction

Total Value comprises of

• Bid
• Estimated Action Rates
• Ad Quality

Campaign Structure

Campaign Level

• Objective
• Budget

AdSet

• Budget
• Bidding
• Audience Targeting
• Placement

Ads

• Images
• Videos
• Final URL

General

Facebook Ad Policies: https://transparency.fb.com/en-gb/policies/ad-standards FB Chat support: https://www.facebook.com/business/help/support | https://www.facebook.com/business/help Learn FB Marketing: https://www.facebookblueprint.com/student/catalog

Landing page can be a lead magnet or product page. It has Copywriting, Social Proof, FOMO, Testimonials & Reviews, Chat system & call (if giving buying option), Consisting branding & logo (like same color scheme on ad as on LP)

Relevancy score shows relevancy between ad copy and audience targeting Facebook audience network (shown on other platforms)

Bidding is set at campaign level Lowest Cost (by default, recommended if no data, tries to spend all budget) Bid Cap: For every auction how much you can pay (can then set for every adset) Cost Cap or Cost Control: For every conversion or result

Ad Scheduling Look at your page posts insights or previous ad campaign performance (for ad set segmentation > by delivery > Time of day) to know best times. On campaign set Lifetime Budget and enable scheduling and do it at adset level

Placements Look at analytics and make creative based on it to know what’s suits better for it and the dimensions. Keep it automated until you get data. Asset Customization to customize creatives at ad level for different placements

Under Brand safety controls in adset, go to Publisher Lists and then can add things to block list. Can also see delivery reports to know where it was shown in audience network and exclude them.

Opitmization and Delivery is on ad set level where you further set the objective like in Traffic objective, you want more link clicks or website visits. Link clicks also considers clicks on text. You are charged for impressions even if you select Link Clicks in show more, it just changes how you see reports

Ad Creatives https://www.facebook.com/business/ads-guide Can see formats and examples of various ad creative layouts at various placements. Can create mockups and see across all formats

Location Targeting on adset level. Also has postal codes, addresses, browse countries or regions or gulf countries and create a saved list. To target less than 1 km radius, use another circle drop pin to exclude & it’ll exclude the overlapping area. Can include cities with population filter from dropdown of search bar so you can target tier 1 cities or see what population your target areas have

Domain verification: useful for FB pixel and track conversions, and who other advertisers are running ads pointing to your website. In menu go to Business Settings > Brand Safety > Domains (and not directly to Brand Safety)

Quality ranking column enable at Ads level, if below avg then image may be bad (most of the time) or some creative. Using text 20% of image performs better

Select campaign and click clock icon on right side bar to see change history

Scaling Campaigns: Using Budget (Vertical Scaling), or expanding audience and location and other things (Horizontal Scaling) If Frequency (How many times 1 person sees your ad) < 2 then directly increase budget. Increase budget in 10-25% range rather than jump of 2x so it’ll learn and adjust to normal. If Frequency 2-4 then may get results but higher CPL, If > 4 then don’t do it as it’ll just show to same people so instead scale other way by expanding location or audience, or LookAlike audience.

If you want to dominate fb ads in an area, you may need to create different campaigns with different objectives to get more audience like for traffic and engagement

Use FB Ads Library or tools like BigSpy to see others ads To get idea about what your competitors’ ads are targeting, view them, click 3 dots and click “Why am I seeing this ad?” and You’ll see some interests

Automated Rules Specify a condition and an action (Turn on, Turn off, notification, budget, bid, etc) Eg: Get notified when frequency > 3; CTR < 5% & Cost/Conversion > 100; Audience Overlapping sets stopped; Consolidate audience & budget in better performing one, show ad variation if one is more likely to convert

Naming like Action | Condition (Notification | F>3) Select campaign & click Rules dropdown or go to it from menu. Click on activity from menu of Rules to check changes. Continuous schedule checks every 30 mins

Why ads fail

• Know your product and offer and what works in the market then run ads
• Have things ready like Tracking, Assets, Creatives, Audiences then run ads
• Know your KPIs and what you are measuring
• Keep testing (short or long ad copy, audience, creatives, landing page using Google Optimize)
• Ads don’t resonate with creatives. Don’t show same ad for retargeting audience as they already know and have seen your ad

Use UTM tracking parameters in ads for analytics. Then can retarget on google ads and others based on this url by going in google analytics > settings > audience definitions > new audience > Traffic sources and specific your utm params

Select winning creatives:

• Let it reach min 4-5k impressions or for 3-4 days
• Consider ROAS, CTR, CPC or CPM

A/B Testing Resources will be split equally unlike CBO so best way to test Select an ad set and click A/B test, it’ll create duplicate and you select what to change like audience and publish. From menu > Experiments > Results, you can track the results or cancel the experiment If you turn A/B Test from campaign, a duplicate will be created after setup and you’ll be able to change things

To go from Learning to Active campaign phase, combine the adsets, or increase the audience or budget, or check if there is any problem with the optimization event

For Reporting, go to menu and see Ads Reporting and Creative Reporting. Ads reporting has option of Breakdown (dimensions like campaign, time, device), Metrics (actual value like clicks). Can remove, resize, apply filters and rearrange columns. Can change the look from table to bar or chart

Campaign Budget Optimization CBO

Without CBO, its ABO on ad set level, you set the budget & it’ll distribute to best performing ads

With CBO, it’ll allocate budget to best performing ad set

Don’t use CBO at start or if you have a small budget or if you’re testing ad groups (as it’ll not show equal distribution of budget), use it if you have existing data, or if few ad sets among them are performing better then take them and put it in CBO as it’ll find the best one from the top

If CBO, analyze at the campaign level & not adset, takes time to adjust if creating new adsets or pausing & unpausing adsets Adset with higher audience will get more budget CBO is for scaling (if you already have good adsets and want to get the most results) Avoid CBO with lower budget and with testing campaigns

Audience Targeting

Create buyer persona characteristics in excel 1st like Age, Gender, Interests in certain products or things, devices or browsers, pain points. To know more about them 1) Learn who is already buying from you 2) Your website & social analytics 3) Figure out what competitors are doing like what people like or engage with their page or ad & see their profiles. Address their pain points in ads Can find buyer persona forms on google to know about attributes like this: https://sellingsignals.com/buyer-persona-template/

Saved Audiences: Interest, Demographic, Behaviour (lower conversion)

Custom Audiences: Who visited homepage but not converted or liked fb page. But have different creative for this as audience is specific so remarket them. The more closer to conversion, the better is the audience. Have pixel installed. From meta sources, can select Lead forms to retarget those who interacted with the form like not filled but opened

LookAlike Audiences: Creates list of people similar to the chosen custom audience like people who converted

Detailed Targeting Go through all options categorized into Demographics, Interests, Behaviours using Browse. Think of their characteristics, books, tools, influencers they are interested in. Suggestions options will suggest based on what you selected. Can create saved audience from menu as well.

Detailed Targeting Expansion option is useful if you have narrow audience as it’ll find similar audience. Good for testing purpose. Don’t use if you have exact/specific audience. Expansion doesn’t change location or age but only characteristics.

Narrow Down option is used to put AND conditions for targeting

Under show more options > Connections, you can select people who like your page or similar ones or exclude them, who used your app or similar, people who responded to your event (conversions you set up). Creates custom and look alike audience

In Business Manager menu, you have Audience Insights option. Can view current audience of specific pages and potential audience with specific filters to see how many people fit in that and their top pages

General Rules: 5-10L audience is good in green zone. CTR atleast 2-3%. Run ad for 2-3 days, or let it reach to 3-5k people Test different audience targeting Change ad copy if frequency reaches more than 3-4, because ad quality decreases as people are not taking action

Finding more interest based people: Find pages of influencers or relevant pages, and the pages they like from More tab, Niche book authors targeting found from Amazon.

https://interestexplorer.io/ is paid tool to find additional interests apart from Facebook suggestions

Custom Audience, overlap and others

Can be created on the basis of your own properties like website, FB properties like page, IG profile, interacted with products or events, and based on contact list having email or phone numbers.

On basis of video views, from IG profile engagement, percentile time spent on website

Have close to no audience overlap of adsets. Go to Audience manager, select the 2 audiences from list, click 3 dots for more options and click Show audience overlap

Ad Copy

Primary text is main copy, there is Headline and description and next to it is the CTA

Hook – Calling out your audience and attention grabbing Story – About your product Offer – Benefits & offers

• Pain points of your ideal customer
• Authority of your brand (like your reviews, previous work)
• Features and USP of your product
• Scarcity and urgency for your product

Use AIDA framework, Desire can be the result they want and what you want them to do for it. But doesn’t work well for luxury goods as we can’t generate much interest so get straight to point like: Intro of Product, Features, CTA

ProjectName 2/3 BHK Apartments at XYZ Road. From RsX To RsY GreenTick Possession (list of things like 50+ amenities, certification) Website url Enquire Now! Call +91-1234567890

Headline (can have emojis): 2/3 BHK Flats in XYZ Can mention Starts RsX Limited Time Offer: Upto X% Off (Don’t mention price if high as it may not trigger CTA)

Description: Mention possession or starting amount

FB Pixel and event tracking

Use GTM to install it Standard pixel tracks page view and should be on every page, Event pixel are event specific. Most useful for remarkting like people visiting from YT channel or G Ads to be retargeted on FB

Go to Ads manager > Events Manager, Click Add Events > From a New Website and you’ll get both base code and event code. It’s under Data source in menu Under Custom Conversion option you can add URL rules

Events: Created by adding code, can have parameters like price, more flexible, custom audience can be created

Custom Conversions: No code, customized with URLs, Custom audience can’t be created. Useful when only want to work with URL tracking

Offline events can be like you get a phone call from ad but now need to tell which one of it was a conversion as it can’t be tracked from phone. So use FB excel template to and upload conversion data

You can’t remove FB pixel but detach it from an ad account if its linked to a business manager and will be visible in business manager. Go to business settings, menu, Data Sources, Pixels, select the pixel and click Conencted Assets, then delete

Lead Gen Campaign

Turn off audience network from Manual Placements for Lead gen campaign to improve lead quality

Form is selected at Ad level. Form type has More Volume or Higher Intent option (add extra step of slide to submit) Mention offer and USP in copy

Custom Question of “What are you looking for?” with options in format “2 BHK Starts Rs 50L – Area 2020 Sq.Ft” (like this there can be multiple options) If no website then share Google Docs link for privacy policy

To view leads, go to your page > Publishing Tools > Form Library under Lead Ads Forms and then download. Or go to Lead Centre to view them

1. Know Goal of your Campaign/Business and what types you need to run like a funnel -> Target Metric According to your Goal that you’ll judge it on
2. Research and make multiple Audiences according to different ad group so they don’t have much overlap and can be tested. Make sure the Landing Page, Creatives, CTA are all relevant to each other
3. Install Pixel, create different and multiple events for retargeting like page scroll, video view, etc to remarket in multiple ways
4. Keep evaluating and optimizing

Verify your domain from brand safety option first Set aggregate event measurement priority wise (max 8 events)

Catalog Sales Campaign for ecommerce

From menu, go to Commerce Manager and create catalog. Options available for ecommerce, travel, real estate listings, media.

Have your product feed ready in csv format, and make sure pixel is tracking conversions and actions properly like add to cart and checkout (PixelYourSite plugin wp)

Dynamic ads help in remarketing by showing the product they visited on our site on fb as well by matching with the catalog we create Can also run Carousal ads, Collection ads, Product Tag ads, Collaborative ads, Marketplace

Product Sets are group of products with some condition like products under Rs 1k Make sure all issues are resolved in the menu before creating sets. Optimize your product sets so you can show ads to cold audience or retarget

On adset level for catalog sales campaign, you get option to target cold audience or retarget based on criteria like added to cart but not purchased, upsell, cross sell. If cold audience then optimization for link clicks, for retargeting, set Conversion event if you have data in pixel

Can use dynamic elements in ad creatives. Customize ad creatives by adding frames, or elements from feed like price to all images in bulk. Turn off dynamic creatives & format option and click on “Edit Creative” and you can design in canva 1080×1080 transparent. Can also add your intro card at start and profile card at end of carousal but not needed for sales

Make sure link is working properly by clicking on “Share” in preview pane of ads. Select your pixel in tracking section

Tips Make sure right image is shown, title 25 chars available in preview (mention specs in them), regular price and sale price, product availability, fb & google product category are accurate. Prepare different product sets for better targeting. Terminate unprofitable products

Conversion Campaign

For conversion campaigns, FB recommends to have data of 50 coversions in a week in your pixel at minimum, but 25-30 is good as well. If you don’t have much data for purchase, select conversion goal as add to cart as they’re mostly similar. So don’t just run ads for purchase event but other common ones as well like initiate checkout

Conversion events must resonate with targeting & creative. Retarget audience using this campaign

Use lowest cost bidding strategy

Other Campaign Notes

Use message campaign to get whatsapp CTA with question before submission which prefills when opened in whatsapp, if created from traffic objective then no such option

FB Call ads can be ran through Traffic or Lead gen objective (recommended). Generally use it for remarketing or warm audience instead of cold audience as it’d need even better offer. Ran over mobile FB app only

Instant Experience Ads opens a fast and mini landing page built in FB and works in the platform only. Create at ad level or Publishing Tools from page. Can track metrics and see columns like outbound link clicks

Store Traffic Ads for local businesses where people need to visit. Useful when multiple locations. Can put exact address and phone number for separate stores and set radius at once for all stores instead of creating separate adsets

Messenger ads can have goal of conversations or to generate leads as well. Sponsored message will be shown to only those who have already interacted with you in messenger and can narrow down targeting further like ageso better for retargeting

Strategies and own things

If you have geographically limited area, or your product has overlapping audiences (multiple interests) then you can just target by area and one criteria like age group, show a video, and then remarket those who watched a part of video