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So with your campaign setup, we can now create some adverts. If you just click on the advert
tab here and click create advert, this is very simple to do.
First thing we need to do is give it an advert name. Now I have decided that I'm going to
target five different groups of people and use three different adverts to test which
is the best advert. So one of my target groups are people who are interested in blogspot
so I will call this blogspot slash ad 1 and this helps me differentiate not only the target
audience with blogspot but also which ad they are seeing, ad 1.
The objective you have a few different choices here and because we're trying to get conversions
you'd think we'd click website conversions but I actually go with clicks to website.
It seems to work out much cheaper and using lead pages to optimize a landing page really
takes care of the conversion cost.
Next you need to pick your actual Facebook page from this drop down here. Then we need
to actually create the advert itself. Now you can use posts of being previously published
on your page and just promote those directly which is a nice easy way to do things. Or
you can create a new unpublished post which doesn't appear on your page but is only used
in the adverts and that is what I have done and if we look here you see these ones with
blue circles, these mean they aren't published on the page and we can see some of my older
adverts here that I have experimented with.
So if you want to create a new post, you just click on create new unpublished post link
and you get this pop up here. Now just to explain what each of these fields actually
do. This here is the URL you want to send people to, where you want them to actually
go. This is the post text here, is what appears here in this area. And as you can see I have
included a link with it in my post text. Now the problem with that is that Facebook doesn't
actually track the conversions if people click on that link but it does mean that you actually
get more clicks because there are more things for people to click on.
So include a link in your post text, just be aware that won't be tracked as a conversion
if people visit through that. The call to action button is here and you have a number
of choices in this drop down. The link headline is what you see here. The display link is
the link that appears underneath there and the description is just this short description
here. And then you can also choose to upload an image which is pretty self-explanatory
there.
So that's what createing a post looks like and how you do it. So once you have created
your advert and I'm just going to use a pre existing one here, you can choose to add URL
tags on the end, anyone who's using Google Analytics campaign tracking here is the place
to add your tracking URLS. We need to enable conversion tracking and then select the conversion
tracking pixel that we created before so let's give that a tick like that.
Placement decides where our advert appears. Now there's two areas it can appear. It can
appear directly in people's newsfeeds or tucked away in the right column and you can see what
the adverts look like here.
Now personally my site has about 90% desktop traffic and about 10% mobile traffic so in
this example I'm only focusing on desktop traffic. Secondary to that, I found I get
much better performance in the newsfeed than the right column but you can split test this.
In this example I'm going to pick newsfeed, desktop only that's what I'm targeting there.
Moving on, we then need to define our audience. Who are the people we are trying to target
so you can add in a range of locations here and personally, I remove the location. I want
anyone that is 18 and above, any gender, they must speak English of some type and here is
where the magic really happens. You can actually pick more demographics you know like where
they're working and their education level, their relationship status and things like
that but I leave this quite wide open. And in the interests I just go through and think
about what type of interest people would have and define my audience that way. So anyone
interested in the blogspot blogging platform, the free blogging platform provided by Google
is likely to be interested in my advert so they're one of my target interests there.
Now I don't use this but this might be relevant to some guys. You can even target things like
if the person is in a new job, if the person is in a serious relationship, if their birthday
is in a week, you can target things like if they're parents and how old their children
are, you can target whether they're currently traveling or currently intending to travel
to Italy, and there's a bunch of things here you can pick from. But for me, I like to keep
it quite broad. I know anyone interested in blogspot will be interested in how to build
a successful blog. It's pretty simple there.
The only other thing I set here is I want to target users who aren't already connected
to my Facebook page so that ensures I'm reaching new people. Last but not least, optimization
and pricing. By default it's going to use some default bids here, I always set my click
bid to be $5. Manually set up bids, clicks $5 and actions to $0 like so. Now you'll never
pay anywhere near $5 per click, I think I'm paying like 50 cents, sometimes it's cheaper
like 15 cents, sometimes a dollar. It's just a guideline amount and the reason why we don't
bid on actions is what Facebook deems is an action is a like or a share or a comment and
things like that and really we just want people to click on the advert and hit our high converting
landing page so we are bidding specifically for clicks and once you've done that, that
is your advert set up. We do need to add countries here so I'm going to keep it broad, United
States, United Kingdom, Australia, Canada and so on, you get the idea.
Now once you've set up your advert like this we would ideally like to target the same audience
but with a different advert so we can measure which advert performs best. We want an advert
that gets the lowest cost per click and highest amount of engagement so we need to set up
a couple of tests in order to do that.
What I would do as this point is simply click on the advert we have just created and duplicate
it. Click OK and there we can see our advert is duplicated so this time I'm going to rename
it to just blogspot ad 2 and simply down here we are going to pick a different advert which
looks like that. And that is it. That is all you need to change and those two adverts now
will automatically get split tested between our target audience for us to see exactly
which one is going to perform better. Now if we want it to expand that out and target
people that are also interested in Wordpress with the same two adverts you can just highlight
both of these, click duplicate and click on OK.
And now we just need to rename this one to Wordpress Ad 1,come to our audience tab and
remove the blogspot interest and change that to a wordpress interest. Just do the same
thing for the other advert that we duplicated and we first of all need to rename it to wordpress
ad 2. And then change the audience again from blogspot to wordpress. And that is it so right
now we have a campaign set up targeting people who are either interested in blogspot or wordpress
and we're also testing which of the two ads are more effective. With all of that in place
you can then just upload your changes which is done now and that is it.
If you jump back to the normal facebook ads interface we can see our new campaign is set
up here along with all of our adverts which is pretty cool. Now one thing I'd like to
just show you quickly is the reporting here. It doesn't really show you how it's performing
in terms of leads and such things and if I just show you the custom report I've made
you' come to reports here and we'll have a look at this one.
Here we can look at the exact cost per lead, spends, leads conversions and unique cost
per click and all of this important data and the way you create a report like this. If
you just come back to your campaign, you can click here to get a full report and within this report itself you can just
click on edit columns and go through and tick which metrics you want. So we just want the
advert name, we want to know how many impressions it's had, the CPM, we want to know how many
unique clicks, the unique click through rate and the cost per click. We want to know about
not necessarily the actions but we want to know about lead conversions and the lead conversion
value for example.
So you can have a little play around here and change what columns appear and once you've
done that you just click on save. In the future to access it, just click on reports, use the
reports drop down and select it from there.
So that is how you set up a high performing split test Facebook advertising campaign.