The Basic Guide to Creating a Successful Facebook Ad Campaign

By Gini Graham Scott PhD

            THE BASIC GUIDE TO CREATING A SUCCESSFUL FACEBOOK AD CAMPAIGN

features an overview of the key steps you need to take to set up an ad campaign, assess the results, and make changes for even better ad performance .  The topics covered include:

            - determining your end goal

            - setting up your ad manager account

            - determining your budget and measure of success

            - setting up an autoresponder system

            - checking out the ads of your competitors

            - creating effective ad copy

            - targeting your market

            - monitoring the results

            - making revisions

            - applying the principles in my Facebook campaign

           

GINI GRAHAM SCOTT, PhD is a writer, publisher, and film producer, who has published over 200 books, 50 for traditional publishers and 150 for her own company Changemakers Publishing, specializing in books on self-help, popular business, and social issues. She also writes, reviews, and ghostwrites books and scripts for clients. She has written and executive produced 10 feature films, documentaries, and TV series.

• Language: English
• Publisher: Gini Scott
• Release date: Jul 28, 2020
• ISBN: 9781393663461

Gini Graham Scott PhD

Gini Graham Scott is a screenplay writer, executive producer, and TV game show developer, plus a nonfiction writer who has published over 200 books, 50 for traditional publishers and 150 for her own company Changemakers Publishing. She also writes, reviews, and ghostwrites scripts and books for clients. She has written scripts for 20 feature films and has written and executive produced 11 film and TV projects. These include Me, My Dog, and I and Rescue Me, distributed by Random Media,  Driver, distributed by Gravitas Ventures, Deadly Infidelity, distributed by Green Apple,  Death’s Door, a TV series based on a co-written book. At Death’s Door, published by Rowman & Littlefield, The New Age of Aging, distributed by Factory Films, and Reversal distributed by Shami Media Group. Several other films have just been completed or are in production: Courage to Continue and Bad Relationships She has recently developed a TV series The Neanderthals Return, based on a series of books about the Neanderthals coming back into modern society. She has written and produced over 60 short films, including dramas, book and film trailers, TV show pilots, documentaries, and promotional videos.  Her IMDB resume is at http://imdb.me/ginigrahamscott. She is the author of four books on filming, including So You Want to Turn Your Book Into a Film?, The Basic Guide to Pitching, Producing, and Distributing Your Film, and The Basic Guide to Doing Your Own Film Distribution, Finding Funds for Your Film or TV Project.  and The Complete Guide to Distributing an Indie Film. She has been hired to write over two dozen scripts for clients, adapted from their novels, memoirs, or script ideas. She reviews books for their film potential and writes treatments and scripts for three major companies that publish books and promote them for authors. Her scripts include action/adventure scripts, suspense thrillers, psychological character films, and contemporary dramas.  Some recent scripts are the sci-fi suspense thrillers Brain Swap, Dead No More, Deadly Deposit, and Reverse Murder.  Other scripts include the crime action thrillers Rich and Dead and Deadly Affair; and the suspense thriller Bankrupt.

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INTRODUCTION

If you are going to advertise on Facebook, there are a number of principles to keep in mind to be successful. You can apply many of these principles to advertising on other social media platforms, but the design and formatting of ads on Facebook is different from other platforms. So you have to tailor the look and feel of ads for the particular social media where you advisertising.

With that caveat, here are a series of tips to keep in mind when designing and placing your ads on Facebook. I have used my campaigns to show the basic principles to apply in creating your campaign and assessing the results to see what works and doesn’t. While the ads were placed on Facebook, you can apply these principles to campaigns using other social media accounts.

I worked with two virtual assistants and created the campaigns with different goals and markets. One campaign was designed to sell my services as a ghostwriter and collect emails; the other was to pitch a book on tips for success and collect emails. In either approach, a key goal was getting emails so I could later email those contacts about future offers.

To this end, the campaigns were set up to either register the number of clicks or the number of visitors going from my ad to a landing page.  Then, the cost of the campaign would be based on the costs of the clicks or on number of landing page visits, while the success of the campaign would be determined by the number of visitors providing an email in order to get the free gift—a short book - sent to them.

The following chapters describe the basic advertising principles for success in these ads and how you might apply these principles, using my ad campaigns as an example.

Use the blank page before many of the chapters to write down your thoughts about what to do.

CHAPTER 1: DETERMINING YOUR END GOAL

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To get started with your advertising, define your end goal of the campaign, including what you want to promote to what target market.  This target market is the audience most likely to be interested in your product or service, based on their interests, location, age, gender, education, and other characteristics.

Your end goal might be getting clients, selling a product, or both.  Also, provide a valuable incentive to get individuals to click a link to get more information, such as a steep discount or free gift. 

But before they get that reward, they have to submit their email address. Getting this information is a key objective, because that enables you to send future mailings to individuals with additional offerings. You can do so, because by entering their email address in the form in your ad or on your landing page, they have opted in to receive these mailings from you.

Thus, setting up your ad to get emails from prospective clients and customers is very much a key part of setting your goals for the ad.

CHAPTER 2: SETTING UP YOUR AD MANAGER ACCOUNT

Creating a Facebook ad campaign is different from simply boosting a post, where you set a budget and do some simple targeting, after which Facebook measures reach, impressions, and engagement—the number of people who see your content, the number of times your content is displayed, and the number of interactions people have with your content.  Then, your post is published, so it gets the number of views in the estimated range for that level of budget, and you get information on the number of impressions and engagement.

By contrast, to create a Facebook ad campaign, you have to set this up in the Facebook Ad Manager. You can find