Chapter 1 The Basics of Facebook Ad Campaigns

Tanya Brody / 8 min read

In this chapter, we’ll introduce you to the different campaigns, objectives and ad types you should use to promote your products and where they each fall in the customer journey.

Again, think of this guide as maturity model. In this chapter, we’ll start you at the very beginning.

By the end of this guide, expect to be effectively running profitable campaigns.

Setting Up Your Facebook Business Account

If you haven’t done so already, your first step will be to go to business.facebook.com and create a free account.

As you progress through this guide, you will hear many references to:

  • The Business Manager
  • The Facebook Ads Manager
  • The Power Editor.

The Business Manager houses the other two.

If you haven’t set up a Business Manager account, here’s how you do it.

1. Go to business.facebook.com.

Click on the blue create account button in the upper right-hand corner.

  • If you aren’t currently logged into Facebook, you will be asked to log in.
  • If you don’t have a personal Facebook account, click on Create Account to get one.

You should see a screen like this:

Facebook business manager 01

2. Insert your business name in the appropriate field.

Facebook business manager 02

3. Add your name and business email address. Select Finish.

Facebook business manager 03

Once you have created this account you will be able to set up your first Facebook ad campaign.

Campaign Types

There are two basic campaign types you will want to run for your ecommerce store.

  1. Cold Traffic Campaigns
  2. Remarketing Campaigns

These tie into the campaign objectives below, and you’ll choose your objective based on the type of campaign you’re running.

1. Cold Traffic Campaigns.

These campaigns are used to target prospective customers or people who have never heard of you before.

The idea behind a prospecting campaign is:

  1. To build your audience
  2. Generate interest in your products
  3. Make more people aware of your brand and what you sell.

If you’re doing a lead generation campaign (or if you’re driving traffic to a landing page where you collect email addresses), you’ll build your email list so you can follow up with these prospective clients outside of Facebook.

Pro Tip

Don’t just rely on Facebook likes, Messenger subscribers and Facebook ads to build your audience.

Make sure you’re building your email list at the same time.

That way if Facebook makes any major changes, you still have a customer base to promote your products to.

2. Remarketing Campaigns.

Once you’ve built an audience on Facebook, gotten new customers, had people click on your ads and sent new visitors to your website, you can create a remarketing campaign using these audiences.

These are all people who are aware of your brand and your products because you’ve introduced yourself during your prospecting campaigns and through email follow up (if you’ve been collecting email addresses).

Your remarketing campaigns are where you’ll make your sales and build a loyal following of happy customers who will help sustain your business.

They’re also a good way to create what many marketers refer to as “evangelists” or people who love your products and tell all their friends about your company, by offering special deals for loyal customers.

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The 3 Stages of Customer Awareness

Your prospective customers go through 3 stages of acquisition:

  1. Awareness.
  2. Consideration.
  3. Conversion.

Facebook breaks each of these stages into campaign objectives within the Ads Manager.

facebook campaign objectives

When you choose an objective, it optimizes your campaign for a certain result or goal. It also determines how your ads are delivered to your audience.

So you know, you can use any of the ad objectives at any point in these stages, depending on the goals for your campaign.

However, Facebook breaks them out like this:

1. Awareness.

This is when your clients are just learning about your brand and products.

Your goal here is engagement with new audiences and making them aware of what you have to offer. These objectives are perfect for prospecting campaigns.

The objectives for the Awareness stage are:

  • Brand Awareness: Facebook recommends using this ad type to “Increase awareness for your brand by reaching people who are more likely to be interested in it.” This ad type is specifically optimized for views by people in a certain niche or audience.
  • Reach: These ads are designed to show your ad to the maximum number of unique viewers during your campaign.Another option for this stage is:
  • Boosting Your Posts: If you’ve ever seen that little blue button underneath a post you’ve sent from your Facebook page, now you know what it’s for.

facebook boost button

Boosting a post can get more people to like and share that post, creating more engagement and expanding your reach.

This is a paid service Facebook offers and you can target a certain audience, choose where the ad will be placed, choose your budget and schedule your ad.

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Because promotional costs are so low, it makes sense to try boosting posts, creating ads and everything they have to offer and then checking in on the analytics.

2. Consideration.

This stage is where people know about your business and are trying to decide whether they want to purchase from you or a competitor.

This is an important stage, because it’s when you want to start building a relationship with your potential clients.

Many marketers consider this to be the “lead generation” stage.

They will often trade useful and relevant information, known as a lead magnet, for a potential client’s email address (at the least) in order to begin nurturing a relationship with the client.

For those of you who don’t know what a lead magnet is, it’s that small something you give away to get the email address.

It can be anything such as:

  • A special report.
  • Whitepaper.
  • Free trial of your software.
  • A coupon for a discount on a certain product or service.

Depending on your goals, you can use these objectives for both prospecting and remarketing campaigns.

Objectives for the Consideration stage include:

  • Traffic: This is exactly what it looks like. Traffic campaigns drive traffic to your website, landing page or ecommerce store. This is one of the most common ad types you’ll see on Facebook.
  • App Installs: This campaign type is specific to software apps and only works on Mobile. So, if you’re selling an app, this is perfect for you. This objective encourages people to install your app on their phone or tablet. Plus, it tracks how many people install your app, as well as how many people register and log into the app.
  • Video Views: The cool thing about video ads is Facebook tracks how long someone watches your video. Presumably, the longer they watch, the more interested they are. Video ads that are 10 seconds or longer tend to get great results, especially when it comes to creating retargeting audiences (more about that later in this chapter.)

decibullz video ad

Example of a video ad promoted by Decibullz.

  • Lead Generation: This campaign objective is set up to collect an email address directly on Facebook. You don’t have to send your prospective clients to a landing page or form to collect their email, just get it right then and there. However, you must have an effective follow-up sequence to make this work well for you. One of the best ways for an ecommerce business to use this campaign is to offer a coupon code. (We talked about lead generation and lead magnets at the top of this section.) Once a potential customer has opted in to your Lead Form Ad, you send them the coupon code.

    When you create your ad for this campaign objective, you’ll set up a form for potential customers to fill out.

    This form is attached to your ad and it pops up as soon as the viewer clicks on the button in the ad. You can use the lead generation option with any ad type. (More about those later.)

  • Engagement: These campaigns engage your audience, ideally getting them to take some sort of action. There are 3 types of engagement objectives:
    • Post Engagement: This is ideal for smaller businesses that want to attract the attention of their target audience. You can use the post engagement objective when you want to get attention for a sale, promotion, or just increase awareness of your business using a particular post on your Facebook page, similar to boosting a post.
    • Page Likes: This is geared literally toward getting people to like your business’s Facebook page. The benefit of this campaign type is that it’s relatively inexpensive and once you get more people to like your page, you can create an audience of these likes to use in later campaigns.
    • Event Responses: This is a great campaign to run if you have a brick and mortar store and you want to promote an in-store event, or if you’re holding a special event (like a special sale) for your online store. You create a Facebook event, then get people to RSVP to the event. You can target specific demographics for your campaign. If you’re doing this for a brick and mortar store, you’ll want the demographics to include your location and surrounding areas.

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  • Messages: This is a newer feature, and while it’s very cool, it’s not necessarily the greatest idea for ecommerce stores. Your prospective customers have to respond to a Facebook message to be opted into your Messenger list, and not everyone will do it, or understand that they need to do it. If you want to use this as a customer service option, to ask how a customer’s purchase experience went, that may be the perfect use for ecommerce. You can also use it for promoting your blog or use it as an extension of your email campaigns.

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3. Conversion.

The Conversion stage is where you specifically want to get a customer to take an action.

Ideally, to purchase something.

Facebook tracks all of these conversions, which makes them perfect for remarketing campaigns, as you’ll have an easier time creating an audience for your ads. (We’ll cover how to do that in Chapter 2.)

Objectives for the Conversion stage include:

  • Conversions: This may seem obvious, but these ads are optimized for conversions. You will need theFacebook pixel on your website or ecommerce store to make sure Facebook can track your sales.
  • Catalog Sales: These ads are perfect for ecommerce, as they let you sell your items from your catalog directly on your Facebook page. You can use the BigCommerceFacebook Shop to integrate directly with your page, then use catalog sales ads to promote your products.
  • Store Visits: Perfect for brick and mortar stores that want to attract more foot traffic. You can target people nearby and offer them incentives to come into your store.

Now that you understand the different types of customer awareness and how each type fits into a campaign objective, we’ll talk about campaign types.

Ad Formats

Facebook gives you 3 different ad formats.

facebook create ad

  • Single Image or Video Ad: These are the most common Facebook ads that you’ll see. A single image or video that captures your attention with its imagery and includes a headline and description. These are very useful for promoting a special on a particular item. As mentioned above, Facebook tracks how long you watch a video, which means you can use that information when you create a retargeting audience.

pardot single image ad

Example of a single image ad from Pardot.

de boullle diamond and jewerly single ad video

Example of a single video ad from de Boulle Diamond & Jewelry.

  • Carousel: A carousel ad (slideshow ad) lets you show up to 10 different images or videos, each with its own headline, description and URL. Viewers can scroll through each frame to see the different content you provide. This is a great format if you want to display individual items and send potential customers to specific product pages.

facebook carousel ad selection

Select up to 10 images or videos for your carousel.

wish's carousel ad

Example of Wish’s Carousel.

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  • Collection: This is a new ad format that is Mobile only. It’s designed to make it easier for people to view and purchase your products and services from their mobile device. Potential customers can browse your collection without leaving the Facebook app.

facebook collection ad

How the collection full-screen experience displays to your potential customers on mobile.

As with all things in your business, you’ll want to test which objectives and ad types work well for your products.

You’ll want to develop an ad strategy that makes sense for your business so you get the best ROI from your efforts. (More on Facebook ad strategies in Chapter 2).

Now that you know the basics of Facebook ad campaigns, you’re ready to use Facebook’s phenomenal targeting system to target the audiences you want to drive to your ecommerce store.

Want more insights like this?

We’re on a mission to provide businesses like yours marketing and sales tips, tricks and industry leading knowledge to build the next house-hold name brand. Don’t miss a post. Sign up for our weekly newsletter.

Table of Contents

IntroThe Complete Guide to Advertising on Facebook: Strategies That Convert [in 2018]
Chapter 1 The Basics of Facebook Ad Campaigns
Chapter 2 How to Master Your Facebook Ad Targeting Strategy
Chapter 3 How Much It Really Costs to Advertise on Facebook
Chapter 4 The 8 Best Facebook Advertising Tools and Services for Ecommerce Brands

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