If you are a marketing student or someone who has even the slightest knowledge or interest in marketing, you surely would have heard about digital marketing and it’s rise. Certainly, digital marketing has seen massive growth in recent years, especially social media marketing. Moreover, Facebook is the biggest social media network, Facebook marketing is on the rise with Facebook Campaign flooding the space.
You surely would have heard something like a Facebook campaign or a Facebook ad campaign or a Facebook marketing campaign or a FB campaign. All these terms are synonymous with each other and are used interchangeably across the article. However, make sure you don’t get confused with the terminology.
Now, what exactly is a FB campaign or a Facebook campaign, what are the types of Facebook campaigns and how does it work?
Let’s dive deeper.
It’s quite reasonable to assume that every one of you reading this has or had a profile on Facebook. And at some point in time, it surely might have made you wonder, “How Facebook Earns Money?” A company needs capital to operate, but Facebook is all free. Then how exactly does it operate? Let us see how.
Facebook earns by Social Media Advertising or allowing brands to run Facebook ad campaigns. Now, what are Facebook ad campaigns and what are Facebook campaign types? We’ll get there later. In the simplest words, Facebook earns by providing brands with space for marketing.
Due to its widespread popularity among youngsters, Facebook as a tool for marketing has become a common way to grow business in various fields.
Facebook has more than 2.3 billion active users around the globe. Daily average time spent on Facebook for around 30 minutes. According to that, 2.3 billion users spent 30 minutes daily on Facebook. That’s more than 4.6 billion eyeballs for 30 minutes. Well obviously, not everyone logs in to Facebook at the same moment. Hence, these 30 minutes are widely spread across the day.
What else could be better for a brand than to capture such a massive number of eyeballs?
Facebook provides services and spaces (also called assets) for brands to advertise themselves. Facebook also has data of these 2.3 billion customers and it allows the brands to leverage this data to target very specific and relevant audiences while they advertise. With the rise of digital platforms and usage, more and many people spend a good amount of time online. This makes advertising on Facebook very crucial for brands to engage with their target consumers.
Facebook Ad Campaigns
Facebook campaign types are generally divided across two aspects, organic and paid (Facebook ad campaigns). Organic advertising can be done by creating pages and events, sharing relevant content, and creating engagements. Also, with basic targeting options like location, age, language, etc. you can make your content reach a certain amount of audience.
Edge rank plays a massive role when we speak of organic ads. It is a metric by which Facebook decides how and which posts are more relevant and should be displayed to a specific audience. Moreover, edge rank depends on the quality of content, the level of engagement, and the overall likeness of the post. Organic ads are something that takes time to generate efficient results.
On the other hand, Facebook provides with paid advertising (Known as Facebook ad campaigns or Facebook marketing campaigns). With paid advertising, brands get better targeting options, more ad spaces (Assets), and can reach a number of the audience (Mostly depends on the budget of the brand). So unless a brand already has a good hold over organic advertising, paid advertising turns out to be more efficient.
So, how does Facebook paid advertising work?
How can YOU do paid advertising on Facebook?
To run paid advertising on Facebook, you need to create a Facebook ad campaign. That brings us to the next question. What is a Facebook ad campaign or specifically what is a campaign and how to create a campaign?
Let’s understand how you can create your own Facebook campaign.
To start building your own Facebook Campaign or a Facebook ad campaign you need an active Facebook account. (If you don’t have one, make sure you create one.)
Log in to your account and click on the down arrow at the rightmost corner. In the drop-down menu, click on Create Ads. This will take you to the Facebook Ad Manager. To clarify, Facebook Ad Manager is a space that provides all the tools you need to create and execute a campaign. Before moving ahead let’s understand the Facebook Ad Structure.
Facebook Ad Structure
(Facebook Ad hierarchy)
At the top of the hierarchy is a Campaign. A campaign in a Facebook campaign defines a common goal that you wish to achieve for your brand. It could be creating awareness or driving sales or generating leads etc. Also, it defines why you want to advertise your brand. Under a campaign, there could be multiple Ad Sets. An Ad Set defines whom (Audience) to target, where (Placement) to advertise, and how much (Budget) to invest. In other words, It handles segmentation, targeting, and budgeting. For a common campaign goal, a brand can target multiple audiences at multiple places at the same time. Hence, there could be multiple Ad Sets under the same campaign.
For instance, a sports brand GH Sports wants to increase reach (Campaign Goal) for its newly launched shoes. It wants to target male sports enthusiasts between the age of 18 to 35. However, it also wants to target senior citizens between the age of 55-70 who prefer going for morning walks. Here is their Facebook campaign, under a common goal of increasing reach, the brand would create two Ad Sets. One Ad Set for the male sports enthusiasts and another Ad Set for the senior citizens. Consequently, this makes it quite easy for the brand to reach multiple segments.
Under an Ad, Set comes multiple Ads. In Facebook, campaign Ads define what (message) your brand wants to deliver to the people of that particular Ad Set. In other words, it handles the final creatives.
A brand can deliver a message in multiple formats to a given target group. Hence, there could be multiple Ads under the same Ad Set.
For example, let’s revisit the sports brand GH Sports. Under its male sports enthusiasts Ad Set, it wants to roll out an image and a video. So there would a separate Ad for the image and a separate Ad for the video.
Facebook Advertisement Procedure
In conclusion, that gives a basic idea about the significance of each level of the Facebook Ad Manager and how they work. So, let’s jump to creating a Facebook ad campaign.
To make it simple, let’s understand what are the steps involved at each stage (Campaign, Ad Set, and Ad) while creating a Facebook ad campaign. Specific screen snippets of various stages of a Facebook campaign are provided for better understanding.
[Note: If you are creating a Facebook campaign for the first time, there is an additional stage known as Account. Creating an account is only a one- time thing. It defines the source (Country, Currency, and Time Zone) from where the Ad is created. Under an account, there could be many campaigns. For example, GH Sports would be an account for the sports brand.]
Starting with defining the first stage of a Facebook campaign, which is a campaign. As soon you enter the Facebook Ad Manager, you’ll be asked to select an objective for your new campaign. So, you can also access your previously created campaigns under the Use Existing Campaigns tab.
(Campaign – Main Page, Campaign Objectives)
Facebook provides various predefined objectives for its Facebook marketing campaign. (Hover your mouse on the objective name and click on the “i” next to the objective to understand what the objective means)
Select the objective based on your requirement (What exactly your brand wants to achieve with Facebook ad campaign). (For further illustration, we’ll go ahead with Traffic as our objective.) You can even click on Help: Choosing an objective to get further assistance on which objective to choose. After selecting the objective, scroll down and type in the desired name for your campaign. Below the name box, you’ll find two toggles. One for A/B testing and another for Budget Optimization.
[A/B testing in general means creating two variants for the same objective and running them both parallel to each other. Based on the outcomes, a final decision is made on which variant to go ahead with
Also, Budget Optimization automatically allocates/distributes budget to different Ads based on how they are performing.]
(Campaign – Name and Toggles)
After you’re done with all the required steps, click on Set up an ad account. This will take you to the Ad account page.
Here you’ll be asked to set up a new ad account.
[NOTE: You’ll be asked to set up an ad account only once. You won’t be asked to set up a new ad account for every Facebook campaign you create.]
In the account details, you’ll be asked to select your country, your currency, and your time zone. After selecting the required details click on continue to start with Ad sets.
(Ad Account – Main Page, Account Data Selection)
3. Ad Sets
After reaching the Ad sets page, you’ll be asked to create a new ad set. Again you can access any other previously created ad sets under the same Facebook campaign.
The first step would be to name the Ad Set.
(Ad Set – Main Page)
First, you’ll be asked where would you like to drive traffic (For illustration we selected Traffic as our objective for the Facebook ad campaign. Few of the options might change depending on the objective selected). It could be either your website, your app or your messenger. Also, it depends on where you’d like your potential customers to reach you.
Next, you’ll be asked if you’d like to provide an offer to your potential customers. You can click Learn More to learn more about offers.
Next is the most crucial part of your entire campaign. Audience! Here you decide who is your target audience. For whom are you running the Facebook ad campaign Who all will see your ad. Also, here you define your potential customers. You can create custom sets of the audience based on various parameters: for instance, location, age, language, etc. You can even use a previously created custom audience sets. Let’s look at the various parameters for audience selection.
(Ad Set – Defining Audience, Location)
Locations allow you to select a specific area where your target group exists. It could be as broad as a country and as specific as a city or a locality.
Age allows you to select a range age you’d like to target.
Gender allows you to specifically target a Male or a Female or both.
Languages allow you to target a set of people who use a specific language
Detailed Targeting allows you to target people at a much deeper level. It is one of the core factors which makes a Facebook campaign special. The main three parameters under detailed targeting are Demographics, Interests, Behavior. Facebook keeps track of every of its user’s online behavior on the platform, their likes and interests, what and whom do they follow. Hence it provides better and precise targeting with these parameters.
Under these three parameters i.e. Demographics, Behavior, and Interests there are several other sub-parameters. Each of these sub-parameters has further sub-sub-parameters (A drop-down menu for the sub-parameters appear as you click on the parameters). In a Facebook campaign, the core logic behind this deep hierarchy is precise targeting.
Under Demographics sub-parameters like Education, Life events, Relationships, etc. are available. You can select multiple of these to reach exactly to your target customer.
(Audience Detailed Targeting – Demographics)
Under Interests, sub-parameters like Business and Industry, Entertainment, Hobbies, etc. are available. This helps you reach your target customers based on what they like.
(Audience Detailed Targeting – Interests)
Under Behavior, sub-parameters like Digital Activities, Financials, Mobile Device Users, etc. are available. It helps you reach your target group based on what are they doing and how they are accessing the social media platform.
(Detailed Targeting – Behavior)
[NOTE: While creating a Facebook campaign, explore these parameters to understand them better. The more you use, the more you’ll understand. Better understanding leads to precise targeting.]
Next, you’ll be given an option to target based on connections. Here you can specifically target people who maybe are connected to your page or you or an event or your app. It is like targeting people who have already liked one of your pages or have engaged with one of your events.
Now we move to define placements. Placements are the second most crucial part of a Facebook campaign. Placement decides where your potential customers will see your ad.
Audience – Placements
Under Placements, you can go for Automatic Placements or you can Edit Placements based on your preferences. Under Automatic Placements, Facebook would automatically select the placements where there is a good potential for ads to run efficiently for your Facebook campaign
If you wish to go for custom placements, select edit placements. The here Facebook campaign provides 4 different platforms where you can place your ads.
- Audience Network
On the right, you’ll see a demo creative that shows how and where the ads of your Facebook ad campaign will be placed. Hover on the options to see the respective demo creative. You can also check the media requirements for the selected placement.
Under each platform, you get various placement options.
For Facebook you get to place ads on feed, instant articles, suggested videos, etc.
For Instagram, you get to place ads on feed and stories.
Audience network is a network of apps and games which have partnered with Facebook to display ads. You get to place ads on banners, in-stream videos, reward videos, etc.
For Messenger, you get to place ads in Inbox or as sponsored messages (messages appear between your chat list.)
On the right edge, throughout the Ad set page, you’ll see how each decision you take in terms of Audience or Placement impacts your reach of audience. It is very good to improve efficiency.
After placements, you move to Budget & schedule. This section helps you decide how much you are spending for the Facebook campaign and when do your ads show up.
Budget and Schedule
Under the Budget & Schedule section, the first thing you’ll have to decide is your budget. You can either have a Daily Budget or a Lifetime Budget. It depends on how much do you wish to spend and for how long. Next, to that, you have to enter the amount.
(Budget and Schedule for Bidding)
In case you select a lifetime budget, you can set a certain amount and select a budget schedule. The budget will be spent across the selected schedule. (Facebook suggests a minimum budget based on the schedule that you select)
Next, under the Optimization of Ad delivery, you have to decide how you want Facebook to optimize your ad delivery. You have to select the option which best matches your objective. Various options available are Link clicks, Landing Page Views, Impressions, etc. In simple words, if you select link clicks, the Facebook campaign will deliver the ads to the people who are most likely to click on that ad.
Ad Bidding and Budgeting
Next comes the Bid strategy. Here the Facebook campaign wants to know what is your strategy when it comes to bidding for ad delivery. It could be a low-cost strategy or a target cost strategy. Under low-cost Facebook tries to get you the best purchases for your budget. Whereas under the Target Cost strategy, Facebook tries to keep a stable average cost per purchase as you raise your budget. You can go for the strategy which suits your preference.
Now bidding and budgeting are solely for making your ads appear to the correct customer. Now you’ll have to decide how you want to be charged. You will take into consideration each action that your target consumer takes after the ad is displayed. It could be either based on impressions (The customer viewed your ad) or based on Cost Per Click (The potential customer clicked on the ad)
It depends on personal preferences.
After that, you can schedule your ads. It means you can decide on what date and at what time do you want your ads to appear. You precisely select the days and time slots as per your will.
Next comes the Ad delivery type. The Ad delivery type decides at what pace and frequency do you wish to run your ads for your Facebook ad campaign. There is two option under Ad delivery type. It could be either Standard or Accelerated. With standard type, ads would be displayed at a standard pace and frequency. Whereas under accelerated type, ads would be displayed at a much faster pace and frequency. Accelerated types lead to higher bidding costs. You can select the delivery type based on how intensively you wish to advertise.
Once you’re done with Audiences, Placement, and Budget & scheduling, click Continue to move to the Ads page.
In the Ads section, you’ll be asked to create a new ad. Use can access an existing or previously created ad under the same ad set.
While creating a new ad, the requirement is mapping the identity. You’ll have to link the ad to the Facebook page. We recommend you to have a Facebook page for your brand. The ad directly represents your Facebook page. You can even link your brand’s Instagram page here. Many brands don’t generally have an Instagram page and still can post ads on Instagram. This is possible, but it won’t give the audience a chance to engage with your content and explore your offerings on Instagram itself. We’d highly recommended you have an Instagram account.
Moving ahead, you’ll have to select the format of your ad. The ad format helps you decide how your ads would appear. It could be a Carousel with two or more scrollable images, or it could be a single image, a video, a slideshow, etc. Mostly, it depends on what and how many creatives you have and how you want to present them as a part of your Facebook campaign.
Next, it will ask you to upload an image. It could be more than one image. These images would be displayed as ads for your brand. On the right edge, Facebook recommends basic image specifications for better results. It’s always good to have images with the best quality to attract potential customers. In case you don’t have images, the Facebook campaign also provides Free Stock Images to choose from.
(Ad Image Upload)
Moving ahead, you’ll be asked to define where you’d like to drive the traffic to from your Facebook campaign? In simple terms, if someone clicks on your ad, where should he/she be directed? To your website? Or to one of your Facebook events. It depends on what your objective is.
(Ad Links and Preview)
Below that, in the text box, you’ll have to define what text appears with the ad. Here you can right any catchy content that related to your creative. Good text attracts consumers to read it and take action. The text needs to be catchy and yet simple to understand.
Below that you’ll have to mention the website URL (In case you decided to drive traffic to your website. If you select Page event, it will prompt you to mention the event)
Call to Action
Below it, there will be an option to select a call to action for your action. Call to action means, once the potential customer has viewed your ad, how do you want him/her to interact with you. It could be either a Learn more button or Contact us button or Apply now button etc. While working on an FB campaign (Facebook ad campaign) a call to action is very important. It gives the customer a chance to engage with your brand. It defines if your Facebook marketing campaign is effective or not.
Below that there is an option that allows you to display the ad the multiple languages. This depends on which all languages you selected under the audience section in the Ad set page.
On the right side, under the ad preview, you’ll see how ads under your Facebook ad campaign would appear. It updates the ad in real-time as soon as you make any changes. You even get different ad previews. It could be a desktop version, a mobile version, etc.
As soon as you do that, click continue and your ad is ready.
Congratulations you just created your first Facebook ad campaign. Yes, chances are it might look a bit confusing in the beginning, but the more you’ll work on it, the better you’ll understand. Explore as much as you can. now, you are well aware of business marketing on Facebook, it will help your business grow faster.
While working the Facebook campaign try different campaign types, different audience targeting parameters, different placements, and different ad formats. Experiment with different combinations and see what runs best for you. So now you how to create a Facebook marketing campaign or a Facebook ad campaign. social media marketing is very common for online businesses to help them develop and grow in the market.