Like with any campaign there are the basics that you should always consider before your begin, when you do this then you are on the road to learn how to run a successful Facebook campaign.
Questions to ask before starting a successful Facebook campaign
- Who is this campaign for? New clients, retargeting to existing clients, re-marketing to people who have been to the site before.
- What are their needs/wants and how does this campaign solve this problem?
- Where in the purchase cycle will this campaign sit? Awareness, Decision, Engage?
- How long does it take for my client to make a decision; impulsive, contemplative – 1 day, 3 days, 1 week, a few months.
After identifying these steps to start a successful Facebook campaign, you get to make the graphics.
When creating the carousel, the most effective images are 600 x 600 pixel size images. For Graphics use Canva (a talented Australian company); this will allow you to get your creativity going and save you time and money for graphic designers.
A sample carousel ad here using 3 graphics
Setting up pixels for a successful Facebook campaign
Before you enter graphics into your successful Facebook campaign, you have to set up our audience and who we wish to target in the Campaign setting. Then you’ll need to assign it a particular pixel to track conversions and engagement to track its effectiveness.
Data both inside Facebook and Google will help you identify when and how your campaign is tracking. With everything you do both in commerce and online you’ll need to know what is working with marketing and sales and always connect those two datas. This is very important! It may seem cumbersome but after a few months you will be skipping happily to your computer to check statistics because these give you a level of certainty towards the next step in your marketing campaign. Set up a Google Docs spreadsheet and export the CSV’s from both platforms and input sales numbers and look for the patterns, they will begin to show themselves.
How Install the Facebook Pixel
First: Go to Ads Manager and then click; Tools and then Pixels and then hit the Create Pixel button.
Next: A pop-up will appear for you to name your Pixel, use either your business name or product name.
Then: Install the pixel. Installing the pixel on your site is easy with the Header and Footers Plugin and you can copy and paste. Copy from Pixel in FB and paste in Settings – Header and Footer.
Customising your Audience
Need more detail in how to do these steps; click the WP beginner tutorial.
You can refine your audience based on past actions and on interests e.g. looking at selling travel products then set parametres that match travel insurance, main flight carriers, photography and travel as interests. If you selling a specific product/service with your campaign, the more you refine your audience, the increase in conversions and lower costs because you are targeting relevant audiences. Don’t forget to run remarketing campaigns as well, they are warm leads and they are already interested in your service/product, this has always proven to have a great return on spend.
To take this tracking to another level, go into Google Analytics and set up a goal conversion for this campaign so that you can track what happens on your site once the traffic is directed to it from Facebook. This will help you identify the customer behaviour, which pages have a high drop off and where you can improve not only your content but the user flow.
Whether it is for a special, email growth campaign, ecommerce, or downloads of e-books or whitepapers, you can really focus on what your customers are doing on your page when they engage with your Facebook campaign. By tracking your user flow like this you can find awesome KPI’s and data on your existing and new campaigns. This also allows you to check on the Facebook click behaviour and how that translates to your site.
Name your campaign so you can easily identify it and then develop an Ad set, and then your ad is where your creative and targeting comes together. Remember this layout, it will save you lots of fixes down the track.
When you have the pixel and audience set up for each campaign it is just about updating your campaigns.
There is automated software out there that can do all the tracking for you, but they can add to the complexity of a simple strategy; build up traffic to your site by running a successful Facebook Campaign. If you are small business and don’t have the cashflow to do this, or for a slightly bigger business your marketing team can easily follow these instructions and set it up for each time.
Go over the steps a few times in your head, take the time to get the initial data of target audience done and then bring that over to the graphics and then you can get rolling with your first or best Facebook campaign.
We have put together a detailed checklist for your Facebook Campaign
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