How to Create a Facebook Ad Campaign…
Hint: this is a continues of article 2.
First lets tackle the first color Blue. ☝️
So you where in Account Overview, last time, lets click the campaign.
Then click the create green button just like what the arrow guide you to do.
☝Image ️||Now there are tons for options to create your ads,
1.First:Awareness = Good for building your Awareness as a brand, if your unknown or just a small amount of people know your Brand.
2.Second Consideration…
essential for getting Leads, Engagement on your post or
Messages =Get more people to have conversations with your business in Messenger to complete purchases, answer questions or offer support.
3. Conversion
Love this part of the campaign… basically the last part of the objective, Sales but necessary sale as in sale, more like finding the people that are ready to buy.
Let’s start with lead generation. || ☝️ Image
What thus it exactly do?
Collecting Information from the consumer
1. Number
2. Email
3.Location
Etc..
So this are the type of data it’s collecting,
How to use those data?
Email’s — are really good, it gives you the advantage of giving more to your consumer(customer) and bringing them to your restaurants when it’s a “slow day” by having another promotion.
Number’s — are good for accountability meaning, making sure they are accountable with their worlds
For Example:
this example here, Identifies that “You can have a FREE soft drinks if you call NOW for a free reservation”.
Meaning we want them to be accountable of their action, increasing your chance to getting them on to your restaurants.
Accountability
Making them accountable of their own action and words, means locking them down to really going to your restaurant instead of, “maybe next time” or “oh I actually have something to do that time” or “J.r. actually has a soccer practice at that day”, “Life” happens, there way of living is much more important than your FREE.
So the best way to break this psychology is to make them accountable with us, making us the authority figure instead of another restaurant wanting their money.
Location — the best way to use location is for apps, and other data, to know exactly where are there coming from. (if your targeting GLOBALLY)
Click Set up
add the necessary elements that has been ask. || ☝️ image
then click continue.
The Ad Process: || ☝️ image
This is exactly how it looks like.
So there are two choices, Create a new Ad sets or a Multiple Ad Set.
For this example where are using the single (multiple is good for testing comparing A to B).
You could also click “Switch to Quick Creation”, but wouldn’t advice you to do that.That part of the ad creation is more like a simpler version with out the necessary elements include to really make your moneys worth.
Next to that is the Ad set Name, where you can create the name of your Ad.
Red arrow:
Is the overview of where you at the process of creating your ads.
For people that seems confuse, your currently at “Ad Account”.
Blue arrows:
Simple and easy, just find your page that your restaurant is currently an Admin on or managing
Violet arrows:
You can see the overview of how many potential people will see your ads when you run the ads. (remind you it just cost you $7.19 per 1000 Impression that’s how low it is compare to 300–$600 per 1000 Impression in yelp)
Hint: Yelp is a brand where people are loyal to them not to your restaurants, people are looking for “Options” when using yelp or groupon.
Yellow arrow:
The Estimated daily result for the objective you choose on your Campaign. (In this example we are getting emails, phone, etc)
Audience Creation
Create New or Use a Saved Audience 🌎📲
What is your audience looks like 👳🏻👵🏻👱🏻?
Are they middle age? 54 years old ? different race?
this are the question best suited in this area. Be thoughtful of how your audience are because if your ads doesn’t resonate with them. Then your just wasting your money on people that doesn’t buy.
~ Mark Cuban “ SO much hype around tech 📲, but to little knowledge around the business behind it, hype doesn’t pay the bills, Sales cure’s all”
Focus on Sales.
When making your audience make sure that your aiming for your objective on the start, which is getting data (emails, Phones, etc…) and using this data to re-target them again on a “slow day”.
Focusing on the long term marketing
— Jon Taffer Said
If somebody goes to a restaurant for the first time and has a flawless experience, the statistical likelihood of them doing a second visit is about 40%.The second time a customer comes and has a flawless experience, The statistical likelihood of a third visit is still about 42%. The third time they come, the statistical likelihood of a fourth visit is over 70%. You have to market to three visits, not one. This is the part everyone misses!
Don’t forget that “ Sales is king, but Retention is GOD” Market for three visit not one. That’s why we want to collect every information around them so that we can brand them to our restaurant, shop, or cafe.
Making them Loyal
I know we stop from the “How to” on Facebook ad campaign, but really want bring more value to you readers specially this limited interaction that we had right now.
So who recognize the email sequence in Mc Donald ? or Panera Rewards program or Starbucks Rewards program?
Their Emails have tons of benefit. You don’t necessary have to copy their email sequence or the amount free stuff they have.
You simple just need to have “benefit” for people that opt -in to your email list. Like how would they benefit if they input their emails to your advertisement ?
this question is crucial in marketing them more than one.
If you have there emails, and some how your none existent to them in that platform. Then if you send a promotion to their emails, no body would read that.( I would say close to 9–1% open rate)
The Email is another platform that you need to be aware of.
OK, lets continue…
Now you can target people base on your location. (25 miles up to 50 miles)||👇Image
You can also drop the pointer of where every you want.|| 👇 image
Then you can customize the miles from 1–50 miles in a radios.
You can also add “ Add Location in Bulk”.
This is getting exciting…
Age: Blue arrow || ☝️ image
You can customize the age of your audience, from 1 -18 year’s old to 18- 35 or 35 -65 +.
Hint: if you want good result (not talking about long term here) target people that are in the age of 55 + , why? watch your gram-pa or father scroll to Facebook compare to teenager, they scroll SLOWLY. 😆
Gender: Men or woman? (red arrow)
Who makes the last decision in there finances? this question should come up when your practicing advertisement or doing an expert advertiser your self 📱.
Languages (yellow arrows)
What kind of langue do want for your audience? do they speak, Spanish?English? Hebrew? or basically just all?
Detailed Targeting (violet arrows)
Hint: Just an example if Facebook Included your store here “Bob’s Burgers” for example, sometimes your brand doesn’t show up here…
Creating the Perfect Audience || ☝️ Image
Creating the perfect Audience that doesn’t mean they it’s a perfect fit.
Where looking for people who would definitely buy from you.
Interest /additional interest (blue arrow)
Is just a section of the ads.
The importance here is the suggestion or browser.
When I wrote “town house restaur” this show up meaning Facebook data collection have already know the customer around your target #Perfect 😋.
You see the behavior? meaning people that likely bought or enjoy “ Fine dine — in” Restaurant.
Demographic is different, we don’t want that. For now don’t want you to over blow with information, so let’s just be simple for now.
Image ☝️ || But some how Facebook is removing this really good detail targeting “Fine dining” sorry guys, but there are still lot’s of thing that can replace that like
foodie, eating out, food and wine etc…
Let’s go to browser now.
Image ☝️ || So as you can see you can target very , I mean VERY detailed on what you want.
So notice the potential reach change to 20,000 and the Estimated daily result from 500 -1,500? hint: watch it change again.
Image ☝️||Be sure to notice this because that’s one of the pit fall of any advertiser out there, they are thinking the more potential reach the more daily result but Facebook Data collection doesn’t lie, if you put “Shoppers” and restaurant, what do you think would happen to your customer ? MIX right? doesn’t fit to your restaurant, Facebook AI will get you a mixture of people that doesn’t belong to your audience.*** BEWARE ***
hint: estimated daily result went down by 350- 1100 from 500 -1500.
OK NOW YOUR HYPE!!!
You made your detail audience that you target for the objective of collecting data(emails, phone, etc…)
Hint: By the way you can narrow your audience more (not recommend this if you new) by excluding people that already know you or Narrow Audience.
Now let’s Clock Save Audience. ✅
Placements || 👇image
Like I said from before, be sure to know this.
Be thoughtful of where you place your ads, is it in mobile only? mobile and desktop ? or desktop only? be sure that you already figure out how you place this (TEST and LEARN).
The whole Over view of Facebook placements || 👇image
Facebook: Placement || ☝️ image
Feeds or also known as “News Feed” perfect way to grab the middle part of Facebook where every one see. (Be careful a lot of completion for there attention here.)
Instant articles — Just like what it said, instant = fast , article — New’s, daily digest reading, or simple a short story. ( Link here: Instant Article.FB)
In- Stream video — If your created a video (Creative video by the way not just you telling people you have a “Deal”) perfect way to interact with your customer, and grow your brand.(Link here: In- Stream video)
Right Column — Placing your ads on the right column on Facebook. for more information Link here: Right Column Ads on Facebook
Suggested Video Ads — Will be discontinuing delivery of video ads to the Suggested Videos placement beginning April 26, 2018.
Marketplace — -This feature is gradually rolling out and may not be available to you yet.
Facebook Marketplace is a place to buy and sell items. You can advertise on Marketplace to help your business reach more people. See the benefits of advertising on Marketplace.
Instagram:Placement
Now it’s started to get INTERESTING 💭
Instagram — Pretty sure you guys already know this, you probably thinking “WOW” or “Meh”. Instagram is just the biggest platform for restaurant.
#Foodie #food52 #foodporn etc… this platform is BIG on images, best practice here is get a photographer (if your don’t know how to capture a video or photo) or just simply do it your Self, you just need a smart phone and capture a photo, you don’t need to hire some professional Photographer.
You just need to know how to get the end consumers attention. OK this platform is BIG but it has tons of competition, I mean a lot of competition, you have to be smart and thoughtful of how is your strategy on grabbing the attention of the end consumer.
Instagram New’s Feed
— The middle part of Instagram where all the magic happens, OK pretty sure you knew that this is where people consume there content and where every one is living on.
People consume a lot of content in this generation in fact statistic.
Young Adult and teens, averagely spent 9 hours consuming social media. (according to SocialMedia Today.)
Be Thoughtful.
Be smart and thoughtful of how you reach your audience here, the current state of consumers in this platform are a little different from Facebook audience.
Here’s is one of my own post base of my audience as a Mindset coach.
Creativity is a big part of becoming successful in this platform.
Have the time to discuss this with your Content Creator, that every post that you have (organically or Using an Instagram Ads) must be relevant to your audience and your business as well as the creative part of it.
It’s got to make sense to them.
A perfect fitted audience and a eye catching Image,will get you want you want.
In this example it made perfect sense to the audience. I specifically said
Black Friday Special, half price sale.
As in the Image, that will Caught there attention.(specially I put a beer with a face in it 😝)
I can do a much more better Copy writing from what I write in the past, but for now let’s see what I wrote in the past.
free bob’s Gaint burger for every burger, fries , and drink’s you buy!!! and Happy hour’s 6–8 pm 1/2 off in every Beer and shake, bring your buddy to watch the game for a HAFL price beer.
OK this is really not a good copy writing, but somehow it still work 😆 (Past is Past, I only look forwards)
OK I could say.
With the Headline
“Hey want a FREE burger? “***In this Black Friday Only***
Come and eat at Bob’s Giant Burger and you’ll get this special well Crafted Signature “Bob’s Giant burger” on us.
Click here for more info…
The Landing page:
Bob’s Giant Burger are giving away there specially crafted Bob’s Giant Burger for free for every burger, fries and drink you buy…
I would probably do this, but in that time it was, little communication with the owner, and I only have 7 days for the campaign , but 5 days running that campaign with just a cost of $46 on my side, it was worth it #secretsanta
Audience Network: Placement
Instagram Stories
— Perfectly fitted for a Video Ads 15 seconds
Best way to tell your story, about your food, video on how you make your food, just do something CREATIVE that will get there attentions of your brand.
Making them click and want to learn more…
Be A cliffhanger — Make a video that tells a story. For example, Your making your signature cuisine.
Baklava Cheesecake:
3 Seconds or to 6 seconds
Just showing the food, slicing it, spooning it, just showing the characteristic of the food that your offering.
Then.
There are Two video’s that I trim here: two choices
Be sure to leave a 👏,😄 would love to know if you guys love It💖
the 12 seconds left for the ads… showing how it is made, With a button or a creative writing “Watch the full video”
Landing Page
Then specifically said,
This really delicious Baklava cheesecake made by our one and only Great Chef “Name” with LOVE.
Hey love Our signature baklava Cheesecake ?
Have a free taste here your coupon is on us. (simple and direct to the point)
Our Chef was so delighted on how good the cheesecake taste, that he would share it to a small portion of people that love to enjoy a very well crafted dessert for ecstasy!
OK this action that you do in this scenario, will create tons of new customer in your door, the cheesecake typically cost about $1.35 for the ordinary , I don’t exactly know how much is the baklava cheesecake cost, but the ROI positive on your restaurant in the long term is ridiculous.
We are communicating in the WEB🌎📱
We are communicating through there emails, or messenger on Facebook — Let’s say you did the ads, and it did really well, you got 500 -1000 emails by just that Instagram Story ads. That brought tons of guest to your door
Now what do you actually do with this 1000 emails ? (Going to tackle into this in a different article, Email sequencing)
You communicate, simple bring more value, your brand is restaurant and wine, or bar, or just simple a fast food restaurant. Emails is always the best way to reach your customer, to communicate using your brand as the get away.
Audience Network
— A best way to extend your reach beyond Facebook platform
The power of Facebook ads, off Facebook
Facebook ads work because they’re personal, relevant and easy to measure on both desktop and mobile. The Audience Network brings these same powerful features to additional app-based mobile experiences, giving marketers even more scale for their Facebook campaigns.
The Audience Network uses the same targeting available for Facebook ads today, including Custom Audiences, core audiences and lookalike audiences. It features the same measurement tools marketers use for their Facebook ads, too.( Need more Info? = Facebook for Business Audience Network)
Getting personal with a potential audience of over 1.3 billion people.
More than 2 billion messages are sent between people and businesses every month on Messenger, both automated and people-initiated. You can use Messenger to reach people at scale, then continue to interact with each of them individually. Whether they want to learn about a new product or need to resolve an issue, you can tailor your interactions to meet their specific needs — and get closer to your business goals, one conversation at a time.( want to know more? = Messenger for business by Facebook)
Messenger Ads on Inbox
Budgeting your ads the right way.
Facebook is an Auction —
Facebook is a betting platform for advertisement, the more people are competing against the same audience the Higher the beds are, the more expensive your ad cost going to be (Christmas, Black Friday, online “discounted days”)
Best practices of doing an advertisement for your self is not to pause the campaign that is running for 3 or 9 days, then unpause it again, it will ruined the algorithm on the AI that running your ads, or copy the ad audience and use it to a successful ads that you run in the past
Be Thoughtful 💭
You have to talk to your Marketing Consultant on this. Device a strategy on how much it cost for you test Advertise, and competing Advertisement.
Budget & Schedule:
My Advice if your just starting out.
~Focus on Optimizing your ads to get the best possible result.
You can Run the ads right at that moment and change it when it’s not delivering good result (you can stop the ads when ever you wanted to)
OR
You can run a Schedule base ads, let’s say you start your ads at 12am and ends at 12 am — 24 hours
(Hint: running ads at 3 pm in the afternoon while everyone is running there ads 24 hours.)
In any way shape or form, if the ads are not returning or some technical error contact Facebook on that it’s there platform, we are just using it.
Test for optimization first before betting all your money on it.
Click advance option:
OK you can get more advance with your betting strategy in Facebook
If only you want to test and learn…
You can go with lower cost but the more you pay for this type of system in your ads, the more it rises.
Or a Targeted cost, for example, you want your daily budget on ads will be $30.00 after that the ads will stop.
The effect on your ads in this kind of system, will vary over time, but the cost for the ads is stable.
Facebook ads has probably the lowest cost per 1000 about $7.19 per 1000 Impression.
Hint: Compare to yelp ads 300- 600 per 1000 impression.
Let’s not focus on the delivery type“option”.
Next the Most important part of Crafting an advertisement
The 3 second Image —
Your in the Identity section right now.
There are couple ways to get the attention of the end consumer with what your offering them. (discus above☝️)
But I believe that this is where you communicate with your new customer,the Image, the Copy writing, everything must be specific to your goal.
Let’s Click the Single Image here (for example).
I highlighted some crucial Copy writing here.
Place your in —
for example: Attention Modest area, what thus this stuff do is that, your declaring that people that are living in Modesto Area, ***High Alert*** that’s what we want to do here.
Hint: you can still add your own mixture to it to grab there attention.
Name —for this example only, the name of your chef , or you can just be direct to what your offering 👍.
Making it short and sweet.
This example it has a medium form but don’t make it long or medium, keep it short and sweet.
For example:
“Hey want a cheesecake?”
“Our chef is giving it away for free, for only a couple people”
but love telling a story while doing ads, it give more result…
Hint: The example above “Instagram Stories” 15 sec Story Telling.
ANYWAY !!!
Let’s stay with the basic for now.
after everything that is said is filled out, click Confirm.
Then Facebook will review your ads for the guidelines.
If not your ads will get rejected:
Visit ad Espresso for more detail on “How to get approve FAST”
here: AdEpresso
Advance — Facebook Pixel “How to”, Facebook Conversion pixel, offline event and more.
Will only just tackle this if I reach the goal… 👇 just making sure that this actually bring value to people.
That Learning how to do your own Facebook advertisement is what the readers want.
Learning how to communicate through the 21st Century is a skill and I believe teaching people how to communicate through all this platform would be a good contribution in my current state as a Human
SO IF you guys love this article please feel free to leave a 👏
GOAL FOR THIS ARTICLE — 300 claps. 👏 Thanks for reading.
Kevin C. Diez
Content Creator, Facebook ads Strategy, Mindset Coach
