It’s the first time you’re going to launch your first Facebook campaign, but you’re still hesitant and don’t know if it’s worth it, because you’ve never done it before? And you know what? No, it doesn’t. Unless, you’re going to read our blog on what to look out for when creating a Facebook campaign. 🙂 Good quality Facebook ad campaign is not just about the boost button under your post and nothing more. The opposite is the truth, A good quality campaign that delivers the results you want, involves preparation, strategy, target group analysis, as well as experience. If you don’t have them, you need to use someone else’s experience who already has them. That’s why we are here :).

Facebook Ads Manager is where all the magic happens. In terms of creating ads on Facebook or Instagram. This is the place where you can set up every inch of your social media campaigns.
A preview of Facebook Ads Manager, where all Facebook and Instagram ads are created.

The right format of your pictures

If you have already read our blog on “How to do social media marketing” you know that content on social media is not going to perform well without a great image. It is not just about having an interesting visual, but the photo must have the right format too. Facebook offers an overview of all formats, but it’s not rocket science. It is important to mention that Facebook has a picture rule of no more than 20% of the text in the image. (ie, the image must not contain more than 20% of the text). At the same time, Facebook has created a tool that tell you, if the image is good for use in Facebook ads. Regarding ad image sizes – if you want to link to your e-commerce store or to your blog, you need to use a 1200×1200 photo, or at least a ratio of 1: 1. The higher the quality, the better. 1200×1200 is, however, fully sufficient. Regarding the carousel format, the same size and ratio apply (smaller sizes can be used, but we are simplistic). If your goal is not to link to your site, you can use the 1000×1500 format, the ratio is 2: 3 or 1200×1500 which is ratio of 4: 5. So your image will take up a larger area for the same price, giving you a much greater chance of catching the user’s eye and interacting with your content.

We highly recommend using 1200x1200 (1:1 ratio) ads on Facebook, since you can use one creative across almost all the placements that Facebook and Instagram offer. You can definitely use a different format, but this one is a most universal one.
Example of Facebook advertising – format 1: 1 (1200×1200).

Facebook Pixel

Do you know what Facebook Pixel means and what is it used for? Facebook Pixel is a code that will be placed on your web site or e-commerce store, and then you will be able to start a retargeting campaign. What is it? Here is an example: you have an e-commerce store and someone visits it, he/she puts a product into the cart, but something disturbs him/her. He/she will not return to finish the order. What does that mean to you? You lost almost sure sale. With Facebook Pixel you will be able to retarget this particular person with your Facebook, Instagram, or Facebook Messenger ad with a creative that can say something like this: “You forgot something in our store.” You bring the person back to your store and he/she finishes his/her purchase. These retargeting campaigns tend to be far more effective from the perspective of price, as well as the conversion rate. They just perform better. At the same time, Facebook Pixel will provide you with data about visitors to your site or e-commerce store..Facebook Pixel code

Facebook Pixel is the code that allows you to retarget and remarket your website visitors, it is the code that can make your campaigns more effective and raise your profits from those campaigns. Definitely use Facebook Pixel if you are serious about Facebook and Instagram advertising.
Facebook Pixel code.

Campaign tracking

How do you know that your campaign was successful? You have to go through all the data after the ad is done. Whether data from Facebook Ads Manager, which will contain data from Facebook Pixel (if you implement it on the web) or data in Google Analytics. You can find out a tone of information from this data. For example, what gender did your campaign reach more, at what age, what platforms and what ad placements performed the best for CTR, in what hours it was, from what region they were, or how long they spent on the web. In order to have the right data in your Google Analytics, your campaigns must be tagged with UTM parameters. With these parameters, you’ll be able to filter out one particular campaign to differentiate results from the other ones. Or even filter out how did individual creatives or targeting performed.Setting UTM parameters directly in Facebook Ads Manager

UTM parameters will help you track most effectively all campaigns. These parameters are added behind the website URL and record for the Google Analytics what campaign is the most effective and what traffic source has the highest ROI.
Setting UTM parameters directly in Facebook Ads Manager.

Mobile vs. desktop

From our experience, we found out most users visit Facebook from a mobile device. It’s not just our experience, but Facebook itself says that 80% of all platform traffic is through mobile devices like a smartphone or tablet. On Instagram and Messenger it is 90+%. Why do we say that? If your site or e-commerce store lacks mobile responsiveness, you may have trouble delivering your ads and people will leave your site or store immediately. The first step is – make your site or store responsive to mobile devices. Don’t know how? Contact us, we will help you!

We are living in the mobile-first century. If you are not on the mobile, you practically don't exist. People are on the phone all the time almost all day, so be there too and be prepared!
More than 80% of users visit Facebook, Instagram and Facebook Messenger from their mobile device.

Testing and tracking

What makes a regular campaign a successful campaign? Optimization while the campaign is running. The key to success in any online campaign is continuous optimization. Whether it is testing different target groups (age, gender, interests), different ad placements, different ad formats (videos, photos) … Pay attention to important metrics like frequency or CTR. A high frequency could mean you would “annoy” the user, and they might report your ad as inappropriate, which could cause a decrease in reach. A low CTR would mean that something is wrong – you are targeting someone who is not interested in the ad, or targeting the right people with only bad ad-set..

Without testing and optimizing you won't be successful in the online marketing. You need to test and optimize to achieve the best results possible.
Testing and optimizing your ad is an alpha and omega of success.

If you would like to help with social media management or build a flawless campaign on Facebook and Instagram, do not hesitate to contact us.

Have a great day!

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