Facebook Ads – What’s Involved?

February 20, 2015

What exactly is involved with setting up & running a Facebook Ads Campaign? Is it right for my business?

Let’s take a look and break it down into little bite size bits….

Every Facebook Ads campaign is broken down in three main parts:

1) Campaign

2) Ad Set

3) Ad Copy


1) Campaign:

So what is it that you want to get out of your Facebook Ads Campaign? Do you want more traffic to your web site, to increase online sales, get people to ‘Like’ your page, or maybe something else? This is what Facebook call the ‘Objective’, and whatever your Objective might be, chances are it can be achieved through a Facebook Ads Campaign.

Facebook Ads Objectives

Setting an Objective in Facebook Ads

The list of Objectives for you to choose from is pretty extensive:

(i) Send People to your web site

  • Increase the number of people that visit your web site (increase traffic).
  • Great for building awareness of your product or service.

(ii) Increase conversions on your web site

  • A conversion on a web site is like a goal. An example of a conversion might be an online sale, customer completing a contact form, or maybe downloading a PDF or eBook.
  • This will require an additional piece of code to be placed on your web site (conversion pixel), usually on a ‘Thank You’ page after the customer has completed the ‘goal’, or made a ‘conversion’. Once the customer completes a ‘conversion’ they arrive on the ‘Thank You’ page of your site, which then triggers this ‘conversion pixel’ and lets Facebook know this happened.
  • This is a good way for tracking your Return on Investment (ROI), and calculating if your Facebook Ad spend is profitable, or not.

(iii) Boost your posts

  • As you may or may not already know, when you do a regular post to Facebook it will only reach a small percentage of the people that ‘Like’ your page (approx 5%-10%). If you want to reach a larger audience with your posts, then this is the ‘Objective’ for you.
  • You can also get your Facebook post onto the Newsfeed of people that have not yet ‘Liked’ your page.

(iv) Promote your page

  • If you want to increase your ‘Fans’, or the number of ‘Likes’ you have on your page, then this is the man for the job!

(v) Get installs of your app

  • For anyone promoting a new app they have developed then you will want to choose this Objective.

(vi) Increase engagement in your app

  • Again for those with an app they have developed this objective will allow you to encourage people that have already ‘Liked’ your page and downloaded your app to become more involved.
  • Pick some of the great features of your app or maybe some new developments, and put them on show to the people that are already familiar with your app.

(vii) Raise attendance at your event

  • Trying promote a meet up, a customer evening in your store, or maybe a launch of your new product or service?
  • Create an event in Facebook that will include all the essential data (date, time, place etc) and invite people to come along.

(viii) Get people to claim your offer

  • Ideal for a retail business, or an eCommerce business. Create an offer like 20% Discount and encourage people to visit your store, or make a purchase online.
  • Another great way to calculate your ROI and understand if your hard earned cash is generating a profit with Facebook Ads.

(ix) Get video views

  • If you have a cool video of your product or service that you want people to see, then this objective will help you with that.
  • Video is a great way of getting your message across in a way that is entertaining for your customer. After watching the video the customer can then click a link that will bring them straight to your web site.


2) Ad Set

Once you have your Objective set for your Facebook Ads campaign, we move onto Targeting your audience, and setting your budget.

Targeting Your Audience in Facebook Ads

Targeting Your Customer in Facebook Ads

The real beauty and power behind Facebook lies in the huge amount of data that it has on its users. This vast amount of data makes allows business owners (like you), to target your customer with precision, ensuring you get your ads in front of the people that are most likely to want to buy your product or service. I could write numerous individual blogs about the different types of targeting options, and the strategies that work best, but for now we will just take a whistle stop tour through some of the basics.

(i) Demographics

  • Age, sex, location, relationship status, level of education, and more, can all be selected to help target your ads.
  • Obviously you won’t need to use all of these different options, and will of course vary depending on your business.
  • This is where my mantra really comes into play “Who is your customer?“. If you haven’t answered this question properly then you will most definitely waste your money displaying ads to people who don’t really care about your product or service.

(ii) Interests

  • Further refine your targeting based on what it is your customer might be interested in.
  • For example if you are selling hiking boots, you might want to target people interested in outdoor activities.
  • Facebook complies this information based on the pages that people have ‘Liked’, pages they engage with (like, comment or share posts), or interests they have explicitly identified in their personal profiles.

(iii) Behaviours

  • Going another layer deeper, you can target your customer based on their behaviours in life, such as devices they use (mobile, table, desktop) whether or not they are part of an expat community, or if they are currently travelling.

(iv) Connections

  • Tailoring your message towards a ‘Hot’, ‘Warm’, or ‘Cold’ audience can be a very effective strategy for your Facebook Ads.
  • ‘Hot’: People who have already liked your page
  • ‘Warm’: Friends of people who have already liked your page
  • ‘Cold’: People who have not yet liked your page


Now your target is set, how much are you going to spend on this campaign, and how long is it going to run?

Facebook Ads Budget

Facebook Ads Budget

Decide how much you want to spend on this campaign and set your limit:

(a) Daily Limit

For example you set €15 as your daily limit, and your Cost Per Click might be on average €0.10 per click. After your ad has received 150 clicks, Facebook will stop showing your ads for the day. Facebook will try to spread your budget so your ads show evenly throughout the day, and doesn’t get used up in a very short space of time. Your budget will be renewed after mid-night.

You can set your ads to run continuously, or define a start and end date.

(b) Lifetime Budget

You must define a start and end date to use this type of budget.

For this you might choose a budget of €100, and want your ads to show over a period of 5 days. Similar to the daily budget, Facebook will ensure your ads shows evenly over this period, and will stop showing your ads once your budget has been exhausted.


3) Ad Copy

You’ve set your objective, targeted your audience with precision, and set a budget for your campaign. Now you are ready to design your Ad Copy, which is the only part of the campaign that your customer is going to see.

Your Ad Copy will be entirely dependant on your Objective that you have set at the beginning of the campaign, and will fulfil the requirements of your campaign.

Sample Facebook Ad Copy

Sample Facebook Ad Copy


Some of the key requirements for a good Ad Copy are as follows:

(i) Nice image to represent your brand, product or service

(ii) Clear, concise & compelling text that will describe your product or service.

(iii) Relevant ‘Call-To-Action’ that will tell the customer what they should do next. e.g “Shop Now”, “Learn More”, “Sign Up”, or “Download”.


Your campaign is ready to go live! Click ‘Place Order’ and watch the sales roll in 🙂


If you would like help with starting your first Facebook Ad, or would like to explore the opportunities of a Facebook Campaign in a little more detail, then we love to hear from you!

Simply leave your details on our web site and someone will call you back. Or if you are little impatient like me, then give us a call right now on (01) 44 33 66 0


And remember, before you spend and money on marketing always make sure you know  the answer to this question:

Who Is Your Customer?



No comments

Leave a Reply

Your email address will not be published. Required fields are marked *