To ensure that a Facebook ad campaign achieves optimal results, businesses need to fully understand how to set up, operate, and optimize each step of the advertising process. How can you create an effective campaign from the start? In this article, we will guide you on how to set up an advertising campaign to achieve the highest performance.
Set the objective for your Facebook ad campaign
A Facebook ad campaign can only achieve optimal results when it has a clear goal from the start. Defining the right objective helps businesses optimize their budget and ensures that the ads reach the right potential customers. Currently, Facebook Ads offers 6 main objectives, each suited to different stages of business development
Learn about products for Facebook ads
Before starting a Facebook ad campaign, businesses need to fully understand the rules regarding products allowed to be advertised on this platform. Facebook has strict content moderation policies, and any violations can result in ad account restrictions or deactivation.
Based on compliance with advertising policies, products on Facebook are divided into three main categories:
Clean products
These are products that are fully compliant with Facebook’s advertising policies. These products are easily approved and can run ads smoothly.
- Fashion: Clothing, accessories, shoes, etc.
- Home goods: Kitchen items, furniture, sanitary products, etc.
Light restricted products (VPCS)
These are products that are not completely banned but may be restricted or require appropriate ad content to avoid being flagged. If the ad content is not carefully written, these products may be rejected or have limited distribution.
Some examples of light restricted products include:
- Knives and Scissors: Sharp objects may be scrutinized more closely by Facebook.
- Lingerie: Ads need to be mindful of images and content to avoid violating community standards.
- Certain health-related products: Weight loss products and dietary supplements may undergo stricter review.
Heavily restricted products (VPCS)
These are products that are completely banned from advertising on Facebook. If ads for these products are run, the ad account could be permanently disabled. Some examples of heavily restricted products include:
- Gambling: Unauthorized betting, lotteries, or gambling services.
- Pornography: 18+ content, sexual aid products.
- Counterfeit goods: Imitation products of famous brands such as LV, Chanel, Gucci, etc.
- Illegal products: Drugs, weapons, prohibited substances, etc.
Advertising campaigns
Facebook offers various types of advertising campaigns, each suited to different business objectives such as increasing engagement, attracting potential customers, optimizing conversions, or building brand awareness. Choosing the right type of campaign helps businesses optimize their budget and achieve the highest effectiveness.
Here are some common advertising campaigns on Facebook:
Messenger ads campaign
The Messenger Ads campaign allows businesses to interact directly with customers via Messenger. This is an effective method for building relationships with customers, providing product consultations, and driving purchase conversions.
Benefits of messenger ads campaign
- Create a quick, direct communication channel with customers.
- Increase response and conversion rates as customers can easily ask questions.
- Suitable for retail businesses, services, consultations, or customer care.
Common message types in messenger campaigns
- “Start a conversation” template: An automated message that greets customers when they click on the ad.
- “Lead generation” template: Collects customer information such as phone numbers and emails for future consultation and follow-up.
How to create messenger ads
- Step 1: Go to Facebook Ads Manager and select “Create New.”
- Step 2: Choose the appropriate campaign objective, such as Messages, Engagement, or Conversions.
- Step 3: Set the budget, target audience, and select the post or content to promote.
- Step 4: Complete the setup and click “Publish” to launch the ad.
Engagement ads campaign
This campaign helps posts reach more people by encouraging users to interact, such as liking, commenting, and sharing.
Benefits of engagement ads
- Boost post visibility and engage potential customers
- Generate more interactions with the post, optimizing the ad costs.
- Suitable for posts about promotions, events, or content that needs to spread widely.
When is the right time to use engagement ads?
- When you want to increase brand awareness organically.
- When you want to boost the viral effect for viral content, seeding, or events.
- When running ads for products that need to build trust with customers through reviews and positive comments.
Video ads Campaign (ThruPlays & Video Audiences)
This advertising campaign helps businesses capture customers’ attention through dynamic visual content. It’s an effective advertising method for building a brand and increasing visibility.
Benefits of video ads campaign
- Increases natural engagement rates and reduces advertising costs.
- Helps users understand products or services more clearly.
- Facebook optimizes video based on watch time, helping businesses reach the right audience.
How to optimize a video ads campaign
- Filter audiences based on video watch time (25%, 50%, 75%, 95%).
- Create compelling content in the first 3 seconds to retain viewers.
- Use videos with subtitles to increase accessibility for viewers with the sound off.
Steps to create a video ads campaign
- Step 1: Go to your personal Facebook page or Fanpage.
- Step 2: Select the video you want to advertise and click “Promote Post.”
- Step 3: Set your target audience and budget.
- Step 4: Click “Publish Ad” to start the campaign.
Lead ads campaign
This campaign helps businesses collect customer information directly on Facebook without directing them to an external website.
Benefits of lead ads campaign
- Helps businesses quickly collect phone numbers and emails.
- Customers don’t need to leave Facebook to fill in their details, which increases conversion rates.
- Suitable for industries like real estate, education, finance, consulting services, insurance, and healthcare.
How to implement lead ads effectively
- Design a short and easy-to-fill form to increase completion rates.
- Provide attractive offers like discount codes or free resources to encourage customers to fill in the form.
- Use Facebook Pixel to track and remarket to audiences who have interacted with your ads.
Conversion ads campaign
The Conversion Ads campaign helps optimize your ads to encourage customers to perform desired actions on your website, such as making a purchase, signing up, or downloading content.
Benefits of conversion ads campaign
- Targets potential customers who are highly likely to make a purchase.
- Measures advertising effectiveness accurately using Facebook Pixel.
- Suitable for businesses with an e-commerce website or those selling products/services online.
How to set up conversion Ads
- Step 1: Prepare a website or landing page with engaging content.
- Step 2: Create a Facebook Pixel to track customer behavior.
- Step 3: Set up custom conversions based on desired actions (placing an order, filling in a form, signing up).
- Step 4: Create an ad campaign targeting customers who have visited your website.
- Step 5: Click “Publish Ad” to launch your campaign.
We hope the insights shared by KTM Ads will assist you on your journey to mastering Facebook ads. Understanding each type of campaign, selecting the right ad format, and optimizing your ad strategy will help you reach your audience effectively, optimize costs, and increase revenue.
