How to Create a
3 AD-CREATIVE FACEBOOK ADVERTISING CAMPAIGN
IMPORTANT, PLEASE READ: Facebook announced that the migration to Campaign Budget Optimization will now happen in February 2020. Until then, you will need to turn this feature on manually (like I do in the video!)
Hey everybody! In this video, we’re going to be creating a 3-creative ad test. In other words, we’re going to be setting up 3 different ads for one product and that one product will be the cat coffee spoons set. Two of the ads are going to feature images of it and one ad is going to feature a video of it. I’m going to do this because the biggest aspect of conversion for Facebook ads outside the product itself is the ad creative.
If you haven’t watched my Facebook ad introduction video, I strongly recommend that you go and watch it now because it’s going to add a lot of context to what we’re going to do in this tutorial clip.
Note: In uploaded a 16 x 9 ratio for the video in this tutorial. When running mobile Facebook video ads, the video with a 4 x 5 ratio works best.
Let’s get started.
1. Start off by clicking the ad account for your store to go to your Ads manager page.
2. Inside the Ad Manager page, click on ‘Campaigns’. Then click ‘Create’.
3. Under your Marketing Objectives, select ‘Conversions’.
4. Name your campaign something that will make it easy to identify. So putting the goal of your ad, the name of your product, the country you’re targeting and the type of audience that you want to target is an easy way to do that. Turn on Campaign Budget optimization. Make sure to set the campaign budget to 15 dollars a day. Then click ‘Continue’.
5. Type in your Ad Set Name. Naming it after your ad creative is a good idea. After that, choose your ‘Purchase’ as your Conversion Event. If your store is new and you have no sales, don’t worry if it shows a red dot next to it because the pixel hasn’t seen it happen yet. It’ll change to green one you have your first sale.
6. After that, scroll to ‘Audience’. As always, I recommend that beginners focus on the USA. Be sure to select ‘People that live in this location’ otherwise you’ll also target people who happen to be traveling there.
7. Next, come to ‘Placements’. Click on ‘Edit Placements’.
8. Now choose ‘Mobile’ in devices. Then, remove all platforms except Facebook.
9. Proceed to remove all placements except Facebook mobile free traffic as this is the highest converting traffic. In the future, once you find a winning product and ad, part of the way that you can scale it is to add in Facebook desktop traffic and start running traffic on Instagram.
10. Come to Detailed Targeting. Untick this box.
11. Now cross target at least 2 different relevant interested audiences together and find an audience size of at least 100,000 to 500,000 people. Let’s type in very specific types of coffee drinks. Next, click ‘Narrow Audience’ and find interests that will be very specific to cat audience.
12. However, if you’re struggling to come up with interests to target, click on ‘Suggestions’. We can see that ‘Meow Mix’ (a brand of cat food) is suggested. That makes sense as people will only be interested in cat food if they own a cat.
13. This means it is a very targeted audience which puts us in our range which is great (120,000) people. Then click ‘Save Audience’. This will make it easier for us to reuse this audience in the future.
14. Name the Audience something that you would recognize it with. Then click ‘Save’.
15. Change the Conversion window to ‘1-day click or 1-day view’.
16. Come to Conversion and on the schedule, set it so it will automatically end after 4 days. Then click ‘Continue’.
17. Now on the Ad Creation Tool, name the Ad something that you’ll recognize. Be sure to add the name of your product.
18. Select the ‘Single Image or Video’ option.
19. Click on ‘Upload Image’.
20. Select the first image you want to use then click ‘Open’. I recommend using square-shaped images.
21. Now come down to the text section of your ad. Fill in the Primary Text box. I will be using the same text for all ads so I can determine that one ad is doing better than the other is based on the strength of the ad creative alone. Using emojis that are relevant to your product will help make your ad more personable and will show that you yourself are interested in the niche other than just a salesperson trying to make money. Add in your headline. Create scarcity by saying that the sale will end until we run out of stock. Further that scarcity on the product page by adding an inventory timer that shows that the stock level is low on the description. For the URL link, simply add the link of your product page. Change the call to action to ‘Shop Now’.
22. Then click the Confirm button.
23. Here’s how it will show in your Campaigns page. Facebook will need to review your ad before it is published.
24. Now come and click ‘Create’ to create the video ad.
25. Choose the same campaign as before. Then click ‘Continue’.
26. Name your new ad set. Since it’s going to be testing a video, I added it to my ad set name so I could easily recognize it. Then choose ‘Purchase’ as the conversion type.
27. Next, come to Audience and click ‘Use a Saved Audience’. Select the audience that we saved earlier.
28. Next, come to ‘Placements’. Click on ‘Edit Placements’.
29. Now choose ‘Mobile’ in devices. Then, remove all platforms except Facebook.
30. Proceed to remove all placements except Facebook mobile free traffic as this is the highest converting traffic. In the future, once you find a winning product and ad, part of the way that you can scale it is to add in Facebook desktop traffic and start running traffic on Instagram.
31. Change the Conversion window to ‘1-day click or 1-day view’.
32. Come to Conversion and on the schedule, set it so it will automatically end after 4 days. Then click ‘Continue’.
33. Now on the Ad Creation Tool, name the Ad something that you’ll recognize. Be sure to add the name of your product.
34. Select the ‘Single Image or Video’ option.
35. Click ‘Video/Slideshow’ for the video upload. Then click ‘Upload Video’.
36. Select the video you want to use then click ‘Open’.
37. Do the same for the ad copy.
38. This time, there is no publish button so just click ‘Review’.
39. Click ‘Save to Draft’.
40. On the Draft page, click ‘Publish’. To go back to the Campaign page, click this arrow. Make sure to uncheck this box before creating the next ad.
41. For the second image ad, do the same steps, except that you need to change the name of the ad set name to Image Ad 2 so you can easily recognize it.
42. Also, add a different image for this second image ad but keep the ad copy as it is for you to know which ad performs best.
43. Don’t forget to also change your Ad name to Image Ad 2 for easy identification in the future. Then click ‘Save to Draft.
44. On the Draft page, click ‘Publish’.
45. And that’s it! You can now see all three ads in your campaign page.
See you in the next video!