Ad Campaign Recommendations: Facebook

Campaign Objective

When creating a Facebook campaign, choosing the right objective is crucial in driving the desired action from your audience.

Brand Awareness is ideal for reaching people who are more likely to remember your brand, but it is not reaching people who are most likely to submit a form or purchase.

The Traffic objective targets users who are likely to click on links. These people are not necessarily the most likely to fill out a form or make a purchase. However, if you have a very attractive offer, you may still convert some of these website traffic visitors. The traffic objective campaigns serve as a secondary strategy after the conversion objective campaigns.

If you want people to fill out a form, our focus should be Conversions. There are two Campaign objectives to achieve this:

Leads (optimize for Lead event)
Sales (optimize for Complete Registration event; Lead event is not supported)

Both objectives optimize for form submissions, showing ads to those most likely to convert or purchase. You can specify the action you want users to take, such as Lead, Add To Cart, or Purchase.

Below is a link to a list of standard events for which you can optimize a campaign. https://www.facebook.com/business/help/402791146561655?id=1205376682832142

The conversion event, such as "Lead," triggers on the confirmation page after users complete the desired action. A developer will be needed to set up this event on the confirmation page.

Campaign Structure

With recent algorithm changes, it is advised to have a maximum of 5 ad sets per campaign, even including ad sets that are turned off.

Ad Set Level Settings

At the ad set level, under the heading "Ad set name," follow these steps to optimize your campaign:

Select "Maximize the number of conversions in the Performance Goal drop-down." Remember, simply increasing page views may not guarantee user actions on the page.

In the Conversion Event drop-down, choose "Lead" for campaigns with a Lead objective or "Complete Registration" for those with a sales objective.

Start date

It’s ideal to begin running your ads earlier in the day for initial campaigns. This allows Facebook's algorithm to utilize the entire day's budget effectively. The algorithm will decide what times are best to spend more of the budget to show the ads based on when consumers will convert. For example, you can choose to start ads at 12:01 am, 4:00 am, or 8:00 am.

Custom audiences

When selecting a LAL (Lookalike audience), it can function as a standalone audience. You can target the LAL audience using just one ad set. To begin testing, starting with a 2%-5% Lookalike audience is recommended, as the algorithm works better with broader audiences.

If you opt for a Lookalike audience, you may or may not include additional detailed targeting interests. If you add interests, remember that it will further narrow the audience. Check the estimated audience size of at least 1,000,000 for scaling purposes. This information is found in the right column at the ad set level settings.

Custom audience exclusions:

It’s best practice to exclude "Leads in the last 180 days" or "Complete Registration events in the last 180 days" and optionally "Website visitors in the last 180 days" to help ensure the ads are not delivered to the people who have already filled out the form.

For more information on creating and managing custom audiences, check out this link: https://www.facebook.com/business/help/744354708981227?id=2469097953376494&content_id=mQ2eMjCsjU2sFOO&ref=sem_smb&utm_term=dsa-1731453239943&gclid=EAIaIQobChMIsNzK2u3DgAMV0N3jBx2o1wjpEAAYASAAEgL29_D_BwE

Detailed targeting

It's important to consider that if you include multiple interests in one ad set, you won't be able to determine which specific detailed interest generated the lead. For instance, you won't know if the lead came from "Parents with teenagers (13-17 years)" or "Health and wellness." To effectively test and optimize, creating one ad set per detailed targeting interest during initial campaigns is best. If the audience needs to be narrower, you can select more than one interest to narrow it down. However, there are exceptions to this advice that are more involved and advanced in setup.

Languages

Avoid selecting any specific languages. If you choose "English," your targeting will be limited to people who explicitly indicated on Facebook that they speak English. To reach a wider audience, leaving the language selection blank is recommended.

Placements

Opt for either "Advantage+ placements" or target placements on Facebook and Instagram Feeds, Stories, and Reels exclusively.

Ad Level Settings

It is ideal to have at least two ads within each ad set, even if both ads are precisely the same. The rationale behind this is that Facebook will distribute the ads to different "portions" of the audience, leading to variations in performance. You may notice differences in results even with identical ads. During initial optimization, this setup lets you identify and turn off the ad with the least favorable performance.

Moreover, including up to 4 ads per ad set enables you to test and compare different ad creative combinations. You can experiment with separate ad copy, visuals, or headlines to determine which combination resonates best with your target audience.

Example Ad Copy

Looking for your next condiment upgrade? Try our Ruby Red Tomato Jam for FREE!

1. Text "SAMPLE" to this number: (555) 555-5555

2. Buy a Ruby Red Tomato Jam spread (limited to 1)

3. Submit an image of your receipt

4. Be reimbursed via PayPal or Venmo

Check out our store locator to find your nearest store: [STORE LOCATOR LINK]. Don't see us near you? Let us know by filling out this form [LINK TO REQUEST FORM], and we'll work our way to you.

Limited quantities are available, so submit your receipt before the offer runs out!

LINK

This suggested copy is written with the consumer’s point of view in mind. It starts by highlighting a benefit that resonates with the reader, using an attention-grabbing sentence that includes the enticing phrase “FREE Sample.”

Asking a question in the first line of the ad is also effective because it pre-qualifies customers and prompts them to say “yes” and want to keep reading the ad.

Each line of ad copy should make the reader want to read the following line.

It is also best practice to include the URL link directly in the ad copy to provide more than one way for people to click the ad. This increases the chances of driving traffic to the desired destination. You can also include multiple links if the ad copy is longer.

In the following ad, starting with “Parents” is an effective way to pre-qualify who the ad is for.

Attention Parents!

Want a FREE sample of [Fresh Feel], our clean natural deodorant, to keep your teens and pre-teens feeling fresh and confident every day?

Get your FREE [Fresh Feel] sample today by clicking the link below!

LINK

Give your teens the gift of a natural deodorant that's aluminum-free, baking soda-free, and paraben-free. Made with both your child's well-being and the planet in mind, [Fresh Feel] is the perfect choice for parents who care about what goes on their kids' skin.

Claim your FREE sample now and let your teens experience the freshness and confidence they deserve. Limited availability, so act fast!

Make back-to-school a breeze for your teens with [Fresh Feel]!

LINK

Short version:

Attention Parents!

Get a FREE sample of [Fresh Feel], our clean natural deodorant, for your teens and pre-teens to stay fresh and confident daily.

LINK

Made without aluminum, baking soda, or parabens, [Fresh Feel] cares for your child's well-being and the planet.

Claim your FREE sample now and make back-to-school a breeze for your teens!

LINK

Ad with a testimonial:

“I’ve been using this deodorant for over a week now. This works for me!” – First name, last name initial.

Customers rate [Fresh Feel] 4.6 ⭐️ out of 5. Claim your FREE sample now!

=> [LINK]

Here's what makes [Fresh Feel] Deodorant a must-have:

Aluminum-free, Baking soda-free, and Paraben-free - Clean and safe for your skin.

Natural Ingredients - Made from 100% REAL and organic components.

Long-lasting Freshness - Keeps you feeling confident for hours.

Planet-friendly - Made with sustainable practices in mind.

Grab your FREE [Fresh Feel] Deodorant sample now and experience the natural freshness it offers.

Get it here => [LINK]

Example ad:

Attention Foodies! Claim Your FREE Sample of [Ruby Red] Tomato Jam Today!

We're thrilled to announce the arrival of our newest savoury delight, [Ruby Red] Tomato Jam, now available at Sprouts Farmers Market nationwide and Walmarts in the Southeast! To celebrate, we want to treat everyone to a jar on us!

Experience the rich flavours and mouthwatering taste of our [Ruby Red] Tomato Jam FREE! Limited-time offer, so don't miss out.

Click below to savour the deliciousness:

LINK

We're thrilled to announce the arrival of our newest savoury delight, [Ruby Red] Tomato Jam, now available at Sprouts Farmers Market nationwide and Walmarts in the Southeast! To celebrate, we want to treat everyone to a jar on us!

Experience the rich flavours and mouthwatering taste of our [Ruby Red] Tomato Jam FREE! Limited-time offer, so don't miss out.

Click below to savour the deliciousness:

LINK

[Cocktail Kombucha] example ad:

🎉 Special Offer Alert! 🎉

Buy 1 [Cocktail Kombucha] 4-pack and get $2 back! 💰

Dare to go harder with [Cocktail Kombucha] - the perfect blend of classic cocktail flavours and probiotic-rich hard kombucha. Sip on our refined and refreshing booch that's robust and flavourful, offering a buzz like no other.

Whether you choose our hard booch or non-alcoholic elixir, [Cocktail Kombucha] promises a better-for-you-beverage experience you'll love.

🛒 Shop now and claim your $2 cashback: [LINK] 🛒

[Cocktail Kombucha] Example ad 2:

🍹🌿 Dare to Go Harder with [Cocktail Kombucha]! 🌿🍹

Get ready for a better buzz with [Cocktail Kombucha]! Whether you prefer sipping our hard booch or indulging in our new non-alcoholic elixir, we have the perfect beverage to inspire your taste buds.

Are you a fan of classic cocktail flavours? [Cocktail Kombucha] is here to delight! Our masterful fusion of the mystique from classic cocktails and the probiotic benefits of hard kombucha delivers a refined and refreshing experience like no other.

Expect nothing less than a robust and flavorful booch that packs a punch. Dare to elevate your beverage game with [Cocktail Kombucha]!

Buy 1 [Cocktail Kombucha] 4-pack, and we'll Venmo or PayPal you $2 back! 🤑 Enter your phone number, make a purchase, and claim your cashback now!

LINK

Headlines

Remember, consumer-driven headlines focusing on the offer's benefit are more likely to catch the audience's attention and drive engagement. Consider using "You," "You're," or "Your" to make the headline more personalized and appealing to the reader.

Examples:

Get Your FREE Sample Of [Ruby Red] Tomato Jam Now!

Taste the South for FREE: Get Your Sample of [Ruby Red] Tomato Jam!

Don't Miss Out: Get Your FREE Sample of [Ruby Red] Tomato Jam!

Calling All Foodies: Claim Your FREE [Ruby Red] Tomato Jam Sample!

Give Your Teens the Gift of Confidence: Claim Your FREE [Fresh Feel] Deodorant!

Get Your FREE [Fresh Feel] Deodorant Sample Today!

Your Teens' Confidence Matters: Get Your FREE [Fresh Feel] Deodorant!

Get Your FREE Sample of [Fresh Feel] Deodorant for Your Teens!

Special Offer: Buy 1 [Cocktail Kombucha] 4-Pack, Get $2 Back!

Get $2 Cashback on [Cocktail Kombucha] 4-Pack - Limited Time Offer!

Discover the Mystique of [Cocktail Kombucha] - Refined & Refreshing!

Dynamic headlines

It’s best to use dynamic ads with only proven assets, including headlines, ad copy, or creative content.

Ad Creative (image/video)

To make an impact, your creatives must grab consumers' attention and halt their scrolling. Bright colors like red, yellow, green, or orange work well.

The creative should amplify the messaging of the ad. Show the product or a delighted customer holding or using it.

For video ads, the video's thumbnail is crucial because some viewers must click on it to play it. The thumbnail needs to be eye-catching, and you can select any image as the thumbnail, not just screenshots of the video ad itself.

If you offer a free sample, you can emphasize it with text overlay on the image, such as “FREE Sample Offer!” or “Try it FREE Today!”

Here are more examples:

"Sip & Save: $2 Cashback on [Cocktail Kombucha] 4-Pack!"

"Enjoy & Redeem: $2 Cashback on [Cocktail Kombucha] 4-Pack!"

"Claim Your $2 Cashback - Buy a [Cocktail Kombucha] 4-Pack Today!"

The best practice is to limit text overlay to no more than 25% of the image.

LANDING PAGE OPTIMIZATION

Aim for congruence between your landing page and the ad to maximize conversions.
Consider using the best-performing creatives and headlines from the ad on your landing page.
Make your Call to Action (CTA) button stand out with a distinct color, such as Green, Red, Yellow, or Orange, as these colors have proven to drive conversions effectively.
Ensure your CTA button uses consumer-centric language to resonate with the audience. For instance, "Make My Request" instead of "Make A Request," "Claim My Free Sample Now," or "Get My $2 Cashback Now!"
Lastly, you may want to consider changing the headline on your product request form to “Crowdstock Our Brand – [BRAND NAME]” to include the brand name.