Campaign structure

There are three levels to Facebook's campaign structure: campaign, ad set and ad.
Campaign: A campaign contains one or more ad sets and ads. You'll choose one advertising objective for each of your campaig ns.
Ad set: Ad sets contain one or more ads. You'll define your targeting, budget, schedule, bidding and placement at the ad se t level.
Ad: The creative you use makes up an ad.

Properly setting up your campaigns can help you better organize, optimize and measure the performance of your ads. The
right structure can help you:

Measure results. Choose an advertising objective for each of your campaigns to help you better measure results and allocate budgets to achieve
goals.
Test different audiences. Create an ad set for each audience so you can determine the most responsive audiences.
Identify which ads work better. Easily create multiple ads so our system can optimize for the top performing ad based on va riations in images,
links, video or text.

Steps on building a Facebook Campaign

1. Log into your personal Facebook account.

To get started, log into Facebook and go to the page called Advertise on Facebook by clicking Create an Ad in the dropdown menu next to the
Home button. This is in the upper right-hand corner of the main Facebook news feed screen.
Businesses don't actually need a Facebook page to advertise on the site, but the owner or whoever is managing advertising needs a personal account
to create, manage and pay for ads. However, ads don't link to personal profiles.

2. Decide what to advertise.

Next, Facebook wants to know what your ad should link to. You can send users to a specific website, such as a company blog. You also can direct
users to a company Facebook page or promote other pages you or your business has created on Facebook, such as events or place s.

3. Pick an advertising goal.

Once you've selected where your ad should link to, decide what y ou want to accomplish. If you want to build your social media presence by driving
fans to a Facebook page, select Get More Likes. If you want to promote specific content on Facebook such as a blog post, sele ct Promote Page Posts.
If you want to drive traffic to a website, click See Advanced Options. All these options are worth experimenting with, but for this demo we will
focus on advertising a website.
4. Design the ad.
Now, it's time to start designing. Facebook ads consist of a simple 25 -character headline and a 90-character description, plus a thumbnail
photograph. Facebook automatically suggests these, but it's usually better to rewrite them for your intended audience. These can be updated in
realtime, so don't be afraid of trial and error.
The site displays images at 100 by 72 pixels, so be sure to use a photo that will still be clear even when it's displayed i n a smaller format.
Facebook recommends your image be at least this size, although the site automatically resizes images for y ou.
Facebook has a lengthy set of advertising standards related to what you can and cannot post. For example, ads can't refer t o a potential customer's
financial status. So before you write any copy, be sure to refer to the site's advertising guidelines.

5. Target the ad.

You can narrow your ad's audience by targeting specific users. You can micro -target by location down to specific zip codes, then by age, gender
and interests. In advanced options, you can segment by relationship status, languages spoken, college attended, workplace or just your own fans. By
a process of trial and error, you can whittle down your audience from Facebook's roughly 167 million users in the U.S. to as few as 20 people, if your
marketing goal is to target specific decision -makers.

6. Set name, pricing and schedule.

Next, it's time to name your campaign, and then set your budget and schedule. The name should be distinct, perhaps something related to whom
you are targeting. A simple descriptor, such as "college grads," can be effective as long as it helps keep you organized.
Then, tell Facebook how much money you are willing to spend. This can either be a daily budget or a lump sum of total spending while the ad runs.
Payment is either per click -- you pay every time someone clicks your ad -- or per thousand impressions -- you pay every time one thousand people
see the ad. You can set ads to run continuously or through a specific date and time.
7. Pay for the ad.
After submitting your first ad, Facebook will prompt you for payment information -- credit card, direct debit, PayPal or a Facebook Ad coupon.
Billing is monthly. Facebook can hold your ad, usually for about a day, so it can approve its content.

8. Monitor your campaign.

Now that your campaign is up and running, you'll want to follow its progress by using the Ads Manager tool, accessed from t he left-hand side of
your personal Facebook account. The ads manager shows detailed information about your campaigns, including budget, spending and schedule.
Clicking an ad campaign will take you to a dashboard with even more information, including a series of charts and performance metrics. From here
you can view how many people have viewed your ad, ho w often it shows up in news feeds, number of clicks and click -through rates. The two most
important metrics are clicks -- what you're paying for -- and actions, which show that people are interacting with your ad.

9. Generate a report.
You can export reports from the Reports tab in the ads manager. These are spreadsheets or HTML files that can be used to assess and compare ads.
This critical function provides intricate data that offers enterprise-level insight into an ad campaign, such as the demographics of people who are
clicking on your ads or the amount of time between when a user clicks on an ad and likes a page.
 10. Manage your ads and tweak as you go.
If an ad is underperforming, change its attributes by selecting the campaign it belongs to and then clicking on the specifi c ad. You can edit the
text, increase or decrease your bid, or adjust the target audience.
You also can use your successful ads as templates by clicking, Create a Similar Ad in the editor. This will launch a new Create an Ad page with
settings pre-selected.

How a Facebook Campaign is working

Campaigns correspond to each of your advertising objectives, like building brand awareness or drivi ng web traffic. Theyre designed to help you
optimize and measure your results for each objective across multiple ad sets and ads.
Each campaign can feature multiple ad sets, each of which has its own budget and schedule. You can also organize each ad se t to represent
audience segments, like people who live near your store. This will help you control the amount you spend on each audience, de cide when they will
see your ads, and measure their response. The ad delivery system will optimize delivery for the best-performing ad in an ad set.
Within each ad set, you can have multiple ads, each of which can feature different images, links, video or text. Youll sti ll control the creative,
targeting and bidding at the ad level.
This historic widget shows the total number of actions that users took that can be directly attributed to your Facebook Ads. Actions can include
anything from engagement, clicks or conversions.
How long will it run

When you promote your website from your Page, you can choose to run your ad continuously or choose an end date for your ad. If you choose to
run your ad continuously, your ad will run until you stop it.

How do I know it's successful or not

The brand awareness objective's main reporting metric is estimated ad recall lift (people), which is the estimated number of people likely to
remember your ads within 2 days.
The brand awareness objective is designed for advertisers who want to reach people who are more likely to pay attention to their ads.
From analyzing hundreds of brand campaigns we've found that the longer someone spends with an ad, the more likely they are to remember it.
Alongside reach and frequency metrics, you can use estimated ad recall lift (people) and cost per estimated ad recall lift (people) to help you
understand the impact of your brand campaign.
Estimated ad recall lift (people): An estimate of the number of additional people who may remember seeing your ads, if aske d, within 2 days.
Cost per estimated ad recall lift (people): The average cost for each estimated ad recall lift.

The main frequen cy metrics are :

Audience outcomes - Measure reach, frequency, targeting and cross-device performance to understand and optimise how you connect with your
audience.
Adverts reporting - Use Adverts Manager, Power Editor and the Adverts Insights API to understand the business impact of the adverts that you
serve on Facebook, Instagram and Audience Network .
Audience Insights - Learn more about your target audience on Facebook so you can create more relevant content.
Split testing - use A/B tests to determine which advertising strategies perform best and find ways to improve your future campaigns. Your results
are based on the actions of real people instead of cookie tracking.)
Brand outcomes - Measure advert awareness, advert recall, brand awareness and brand perception to find out how your media spend directly
impacts your business reputation.
Brand lift - Clicks and likes aren't always the best way to measure how adverts impact your brand. Brand lift helps you measure adverts more
effectively by polling responses from people who saw your adverts and comparing them with responses from people who didn't.
Estimated advert recall lift (people) - Optimise your creative strategies and targeting choices with insights gleaned from measuring recall for
adverts on Facebook or Instagram.
Sales outcomes - Measure leads, installs, purchases, conversions, ROI and more to learn how your marketing decisions directly impact your sale s
goals.
Conversion reporting - Measure adverts served on Facebook, Instagram and Audience Network for their ability to drive online conversions,
offline sales and in-shop visits.
Partner lift - Use a third-party, Facebook-powered ROI measurement solution to measure your lift in sales.
Conversion lift - Learn the exact value of your cross-device Facebook, Instagram and Audience Network adverts by uncovering the additional
conversions that your campaign drove online, offline and in mobile apps.

How much money does it cost to run a campaign

The cost to promote your website depends on several factors, such as the geographic location you're targeting and how many people you wan t to
reach.
The budget you choose is a daily budget. You'll be charged for impressions on your ad, which may sometimes be less than you r budget.
When you create your ad, you can choose to run it continuously or set an end date.
To choose a different kind of budget, like a cost-per-click bid or lifetime budget, try using ad creation to promote your website. There, you'll find
additional options.
When you choose a bigger budget, more people will see ads encouraging them to like your Page. As a result, there's a better chance that more
people will like your Page.
If you arent sure if your budget will align with the number of people you want to reach, run your ads with a small budget to determine your
average cost CPM (cost per 1000 impressions) and set your ongoing budget accordingly.
For example, if it costs $1.50 for every 1,000 impressions, you can calculate how much it will cost to reach your desired audience.
The long answer is that Facebook advertising cost can be anywhere from $0.16 to $1.00+ per click, depending on your industry, the size of your
audience, and the quality of your ad.
Facebook Advertising Cost by Industry

Industry CPM CPC

Automotive $4.50 $0.18
E-Commerce $7.84 $0.51
Education $5.61 $0.44
Entertainment $3.90 $0.16
Food & Beverage $3.99 $0.19
Professional Services $13.35 $1.01
Retail $5.21 $0.25
Technology $9.66 $0.40
Data from Salesforce Advertising Index 2015 Q3

Cost Per Click (CPC) the cost for 1 click to your website
Cost Per Mille (CPM) the cost for 1,000 impressions, or views of your ad