Small Business Advice

The XLN Guide to Facebook Advertising Part 3

Oliver Jones

How to create a Facebook Ad campaign, step by step

If you want to host interesting content on your website, you’re going to need a blog section.

A blog is one of those things that everyone knows is useful in theory, but rarely seems like a cost-effective use of your time.

Creating a blog in line with a Facebook Ad campaign is a great way to help you choose content, which has a clearly defined purpose behind it. It’s a great way to start blogging without scratching your head over what to write about, or wondering why you are writing.

Added bonus: a blog will boost your Google search ranking, making you easier to find online.

If you want to measure the results of a Facebook ad campaign, first you'll need a Facebook Pixel.

Setting up a Facebook Pixel

A Facebook Pixel is a little piece of code you can put on your website, which will track who has clicked on a Facebook ad and come to one of your pages.

Setting up the pixel can be a leap for some, as it involves a (tiny) bit of coding – but Facebook as step-by-step instructions that should make it a breeze – all you need is a bit of patience.

If you really don’t have time though, there are freelancers who will set up a pixel for you for £4-8.

If you want to serve your ad, you’ll need to design it first

Designing your ad

Facebook has an intuitive ad-creating process that’ll let you quickly mock up ads and choose your audience.

The Facebook Ads Manager will guide you through, step-by-step - and you’ll notice that the ads are divided into three categories which correspond to three campaign stages in our previous blog post.

Our top tip? Give all the ads in the same campaign the same campaign name

Making sure you choose the right audience

Until you have built your own Facebook audience by running campaigns, you’ll  simply have to go off what data you can access.

Think about your typical clientele – their age range, location, interests, income bracket, level of education – anything that will make your ads more likely to reach the right people. Facebook has literally thousands of targeting options.

Every criterion you select will reduce your ad’s “potential reach” – which Facebook will calculate for you. You want a number that is small enough that those targeted will have some potential as customers – but you don’t want it so small that a small group end up getting the same ads.

Try to get your potential reach to hover around 250,000 to start with, and refine that number down as the clicks come in.