Let us guide you through the process of setting up a basic Facebook engagement campaign, ideal for businesses looking to foster interactions like likes, comments, and shares. This kind of campaign serves as an excellent introductory strategy to warm up your audience and drive engagement.
Starting with Business Manager
Begin by navigating to business.facebook.com and accessing the Ads Manager view. In the new Facebook interface, you may find yourself on a summary page; look for the 'Grid' icon to switch to the familiar Ads Manager view.
Creating your campaign
Launching the campaign: Click on 'Create' in the Ads Manager. Facebook has simplified the process to six core objectives. Choose the 'Engagement' objective and continue.
Campaign structure: Facebook offers a split-screen setup for campaign creation. The top section is for setting campaign attributes, the middle for defining the target audience (ad set), and the bottom for crafting the ad.
Naming and categories: Assign a descriptive name to your campaign. Bypass the 'Special Ad Categories' if your business doesn’t fall into credit, employment, housing, or social issues sectors.
Campaign and budget settings: Leave the auction campaign objective as 'Engagement'. You can opt for A/B testing, though it’s advisable to manually create variations. Decide whether to set the budget at the campaign level or ad set level.
Audience building: Name your audience for easy recognition. For this campaign, focus on ‘Engagement on the ad’. This step involves choosing between different types of engagement, like messenger app engagement, website engagement, or more general page engagement.
Budget and scheduling: Set either a lifetime or a daily budget (e.g., £10 per day). Define the start and end dates if you’re using a lifetime budget.
Defining audience: Choose from existing audiences, or create new ones. This example uses lookalike audiences based on Instagram and Facebook engagements. Adjust location, age range, and gender settings according to your target demographic.
Placement settings: Use 'Advantage Placements' to allow Facebook to optimise ad placements across various platforms. You can also manually select specific platforms like Instagram or Facebook.
Creating the Ad: Name your ad and ensure it’s linked to the correct Facebook and Instagram accounts. Choose whether to create an ad from scratch or use existing media. Upload or select images and adjust them for different placements. Craft your ad copy and choose a call-to-action button, like 'Learn More'. Add the URL of the page you wish to direct traffic to.
Tracking and URL parameters: Set up pixel tracking for website events. If you use Google Analytics, configure URL parameters (UTMs) for better tracking.
Publishing the campaign: After finalising your settings, publish the campaign. It will undergo a review process by Facebook, which can take up to 24 hours.
And that's it. Creating a Facebook engagement campaign really is a straightforward process. By focusing on audience targeting, budget management, and compelling ad creation, you can effectively drive engagement and build warm audiences. Remember to monitor your campaign’s performance and make adjustments as needed for optimal results.