Chapter 7: Step By Step Campaign Set Up
Launching a social media campaign with a sales objective requires a methodical approach. Here’s a step-by-step guide to setting up your campaign effectively, ensuring it is optimized for your business goals.
Step 1: Campaign Setup
Start by choosing the “Manual Campaign Setup” in Business Manager. This option is preferable, especially for new accounts, as it allows for more tailored and strategic campaign customization.
Step 2: Selecting Your Objective
For this guide, we’ll focus on the “Sales” objective, which is a common goal for many businesses seeking to drive revenue through their campaigns.
Step 3: Special Category Declaration
Before proceeding, verify if your business falls under any special categories on Meta. Failure to declare this can lead to campaign rejections or account disabling. It’s crucial for compliance and to avoid any operational disruptions.
Step 4: Naming Your Campaign
Naming your campaign should be strategic, reflecting the target audience, the collection or product you’re promoting, and the primary goal (e.g., TOF | Women’s Summer Collection | Purchases). This clarity aids in campaign management and optimization.
Step 5: Advantage Campaign Budget
Enable “Advantage Campaign Budget” for testing new audiences. This feature allows Meta to allocate your budget more efficiently across ad sets, focusing on those delivering the best results.
Set a daily budget that you’re comfortable with, giving you the flexibility to adjust based on campaign performance. For time-bound promotions, consider a lifetime budget to ensure spending is aligned with the campaign duration.
Ad Sets Configuration
- Ad Set Naming: Clearly name your ad sets based on the target audience for easy identification during optimization (e.g., “Beauty Competitors – Women – 25 to 45”).
- Conversion Location and Goals: Ensure correct pixel selection and define your conversion goals accurately.
- Audience Selection: Avoid Meta’s automated audience control. Instead, manually select your pre-made audiences for more precise targeting.
- Placement Customization: Opt for manual placement and consider deselecting “Audience Network” for higher quality engagement. Tailor your ad sets based on specific platform preferences if needed.
Creating Your Ads
- Ad Naming: Name your ads in a way that easily identifies their content and copy variation (e.g., “Reel Style Product Video A + Copy 1”).
- Ad Content Setup: Choose between manual and catalog options for your ad type. Dynamic ads are recommended for remarketing campaigns.
- Media Selection: Add your chosen media, ensuring proper sizing for different placements.
- Optimization: Be cautious with Advantage+ Creative features. It’s generally advisable to maintain control over text and creative elements to ensure they align with your intended messaging.
- Headlines and Captions: Utilize the option to add multiple headlines and captions, testing different combinations to see what resonates best with your audience.
- CTA Selection: Choose a call-to-action that clearly communicates the desired action to your audience.
Lead Forms
For lead generation campaigns, either select an existing form or create a new one, opting for “higher intent” to ensure you collect meaningful information from prospects. Utilize conditional logic to enhance form relevance and lead quality.
UTM Tracking
To bridge any data discrepancies between Google Analytics and platform reporting, consider using UTM parameters for more accurate tracking of lead sources and campaign performance.
By following these detailed steps, you can set up a social media campaign that is well-structured, targeted, and optimized for sales. Continuously monitor your campaign’s performance, making adjustments as needed to ensure the best possible outcomes.