How to Launch a Facebook Campaign - Step by Step

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If you run a fanpage , you've probably come across a large, white Facebook layout button called "Promote post". You've probably also read the following message... "Your post is generating more interest than X% of other posts on your page. Promote post to show it to more people." By clicking on the message, you can support your post with an advertising budget and show it to a wider audience in a fairly quick and intuitive way. So why not use it? The reason is very simple - this button gives you much fewer options than launching a promotion through a dedicated tool for advertisers, which is the Ads Manager. When promoting a post, you don't have precise control over the target group, you can't decide on the placement of your ad, and maybe it's reasonable to display it only on the story? In addition, you can't set a schedule for displaying the ad or even specify the exact end of the promotion. These are just a few of the inconveniences that you have to reckon with when clicking the aforementioned button. Of course, if we boost the post with a small amount at one time using the button, it may turn out that the above problems will not be a problem for us. However, the problems begin when we decide to allocate larger amounts to promote the fanpage.

We have often encountered a situation in which a Client, using the "Promote post" option, invested hundreds or even thousands of złoty in advertising, without really measuring their effectiveness and profitability. We are also aware that for many small or crisis-stricken companies, spending a few hundred złoty on advertising can be a significant brick in the company's budget. That is why we have prepared a step-by-step guide on how to launch a campaign in the Ads Manager yourself. We invite you!

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What is Company Manager and Ads Manager?
Let's start by explaining the infrastructure that Facebook provides to advertisers.

The basic tool is the Company Manager - a tool for managing marketing activities from one place. This is where we can create and manage all of our company's resources on Facebook.

You can create a business account in Business Manager HERE .

The next step is to create an Ads Manager - a tool strictly for configuring and managing ads. Here you can view campaigns, ad sets and ads, make changes to them, and check their effectiveness.

Importantly, you can invite additional people to work on ads at any time; just send the user an invitation by email and assign them the appropriate resources.

Before you start setting up your Facebook ad...
Before you start setting up ads, it is worth taking care of a few aspects that will make it easier for you to configure them in the next stages. If, in addition to the fanpage, you also have a website, it is worth creating and implementing Pixel . This is a small piece of code that should be implemented on the website. It allows you to increase the effectiveness of your campaigns.

Also make sure you have filled out your billing information vk database and added a payment method for Facebook ads.




Once you have all that ready, you can go ahead and hit that magic button: +Create .

Campaign structure in Ads Manager

Campaign structure in Ads Manager

Which advertising objective should I choose?
The first click and already a big dilemma: which advertising objective should I choose?

There are quite a few possibilities, because we have as many as 11 advertising objectives at our disposal, divided into categories: Awareness, Actions and Conversions.

Which one to choose? It all depends on the type of business or activity you run and your expectations for this particular campaign. Behind each goal are different optimization possibilities and ways to encourage users to perform the action we want.

Brand Recognition - This objective allows you to show your ads to people who are more likely to remember them.
Reach - allows you to multiply the number of people who will view your ads and control the frequency of their viewing, so-called capping.
Traffic - works well when we want to encourage users to visit our website or application.
Activity - this will be great when you want to attract more people who will react in a chosen way. As part of the Activity objective, you can create ads that will:
increase in activity on the post,
encouraging people to like the page,
increase event attendance.
Application installation - this will come in handy when you are interested in increasing the number of application downloads.
Video Views - With this goal you can increase the number of views your video gets.
Lead generation - by creating campaigns with this objective, you enable customers interested in your product or service to provide their contact details in an instant form.
Messages - a great (until recently) way to get more people talking to your business. This objective currently cannot be used for target groups located in Europe, due to newly introduced privacy rules.
Conversions - the goal is used to increase the number of valuable actions on a website or application. A pixel (for a website) or conversion API (for an application) is necessary for its correct operation.
Catalog Sales - To use this objective, you need to create a product catalog. This objective will allow you to showcase products from your catalog and generate sales for them.
Business Visits - Use this objective to promote your business's physical locations to people nearby. Available only to profiles that have multiple business locations saved in Business Manager.