Depending on your objective and ad type, every placement may not be available. However, by using automatic placements, Facebook will place your ad where it is likely to perform best, taking the stress off your back.
The other option is edit placements. With edit placements, you can remove and specific placement you don’t want your ad to show. However, when you edit placements, you are reducing the number of people you can potentially reach.
Besides placements, you can also refine the device type you’d like your ad to run on (All devices, mobile, desktop, or connected TV) and if you want to refine the type of mobile devices that will show your ad (All, Android only, iOS only, feature phones only). It is recommended that you run your ads on all devices.
Setting Your Budget and Schedule
The last ad set setting you will adjust is your ad spend and schedule.
For your budget, you can either select a daily budget or a lifetime budget. A daily budget is the average amount you will spend every day. A lifetime budget is the maximum amount you will spend throughout the duration of your ad set.
When you schedule your ad set, decide if you want to run your ad set continuously or if you want to set a start and end date.
Underneath the schedule setting, you will see a short sentence. On a continuous ad set, it reads, “You’ll spend no more than $X per week,” and on a start/end ad set, it reads, “Your ads will run for Y days. You’ll spend no more than $Z.”
Use this tool as a guide when creating your budget and schedule. It can be useful to see how adjusting your budget and schedule affects the spend your business will have to allocate toward running your ad set.
Creating the Ad: Important Steps to Know
The last part of your campaign creation is building out a specific ad for your desired ad set. This is the actual creative that will display to your target audience!
You can either create a new ad or use an existing post that is already published to your page. For this section, we will focus mainly on creating a new ad for your campaign.
Note: Make sure you link the correct Facebook Page and Instagram account to your ad so it will properly display on your business Page.
Now, it’s time to choose the format of your ad! Depending on your objective and the ad set you created, your ad format can be a:
Carousel: features 2 or more scrollable images or videos
Single Image: features only one image (can create up to 6 single image ads at no extra charge)
Single Video: features one video (can also turn images into a video)
Slideshow: features a looping video with up to 10 images
Collection*: features a collection of items that open into a fullscreen mobile experience
* only available with traffic, conversion, store visits, and catalog sales campaigns
Depending on what format you select, you will have to follow the rest of their respected steps.
So, now that we’ve discussed the basic structure of a Facebook Ad and all the necessary settings you should adjust to tailor your ads to your audience, let’s briefly go over some of the most popular campaigns businesses run on Facebook.
Most Popular Campaign Types for Facebook Ads
Website Click Campaign
This type of ad campaign is used to generate traffic to a specific page on your website. Your objective for this campaign type would be “traffic.”
Ads for this campaign type should include some text and an image. Luckily, every ad format is available with a website click campaign, even though the two most popular are a single image ad or a carousel ad.
Be cautious of the 20% rule: With image ads on Facebook, you can only include text on the image that takes up to 20% of the space on the entire image. So, be selective how you create your images.
Video Views Campaign
Similar to its name, this type of campaign allows you to highlight a video to gain customer engagement. The objective for this campaign would be “video views.”
With a video views campaign, you can only create a single video ad or a slideshow ad.
Be sure to keep Facebook’s video recommendations in mind; these are located within the media tab or your ad. Here, Facebook recommends the best length, aspect ratio, and sound of your video. It also recommends an .mp4, .mov, or .gif format, and, based on your ad placement, the required lengths of your videos.
Under the text tab of your ad, you will add relevant text about your video ad. Make sure your text supports the video you are advertising to make it clear for the viewers what they can expect.
This type of campaign is similar to a website click campaign in which you drive users to a page on the website. But, once they reach that page, encourage them to take an action on a certain webpage element, such as filling out a form.
When running a conversion campaign, you will first choose where you want to drive traffic, whether it be to your website, an app, or to Facebook Messenger. Then you will have to select a Facebook Pixel or event to track conversions.
Like a website click campaign, you also have access to all ad formats. Since you can create multiple ads per ad set, it might be beneficial to create ads with various formats.
By doing this, you will create ads that appeal to different types of people (i.e. people that prefer videos over photos, or people who prefer multiple photos over a single image).
As you build out your ads, take a look at the Ad Preview. Here, you can check what your ad will look at when run in any of the placements that it will show.
Lead Generation (or Lead Gen) Campaign
This ad campaign is similar to the website click ad campaign. However, instead of taking you to the website, it opens a form directly within Facebook for the user to complete so they don’t have to navigate away from Facebook to convert.
With a lead gen campaign, you can create carousel ads, single image ads, single video ads, or slideshow ads. Again, depending on the format you select, make sure to properly add the correct links, images, video, and text to your ad for optimal reach and conversion.
A call to action is included in lead gen campaigns so that you will choose an action for a user to take when they see your ad. Your CTA could be:
Depending on what you are advertising for, make sure your CTA correlates with your offer.
For lead gen ads, you can create custom forms within Facebook Ads Manager. These forms allow people interested in your products or services to fill out content directly within the ad without getting redirected to another website.
Facebook includes some tips when creating forms for lead gen ads. These best practices are: