In this post I want to show you how to create a Facebook likes or followers campaign. And also, increase your canine community and social awareness around your brand.
Facebook Business Manager Login
The first thing you need to do is log into your advertising account within Facebook's Business Manager. Click on the green "Create +" button to create a Facebook campaign.
Campaign Targeting
When you click on create new campaign, you will be presented with a screen where you will have to select the objective of the campaign. To create a Facebook likes or followers campaign you will need to choose the "Engagement" objective. This is the campaign objective that tells Facebook to look for those people who are most likely to interact with your Facebook Page. That is, liking or following your Facebook Page.
Next, select the interaction type "Like Page" to get more people to like your page and click the "Continue" button. Facebook is constantly changing and has announced a restructuring of its goals because many of them are redundant. The "Brand Awareness" and "Reach" goals will eventually disappear. I hope that by the time you get here, Facebook hasn't already removed the "Interaction" goal and you can still apply this 😉.
Facebook Like or Followers Campaign Settings
Before we set up the campaign, let's remember that in Facebook and Instagram ad campaigns we have three levels. The root level is the campaign level, which is the one we are going to set up now, the second level is the ad set level and the third level is the ad level.
An ad campaign can contain one or many ad sets, and an ad set one or many ads. It all depends on the strategy we want to follow.
Campaign name
The first step is to give a name to our campaign that we can identify well. I recommend following a structure like the following: [Interaction]-[Followers]-[Fb page name].
Special Ad Categories
You should only set it up if your ads are related to social issues (economy or civil and social rights), elections or political figures or campaigns.
Campaign details
We leave the bid type as "auction" and the campaign target type as the one we have already selected in the previous step "Like page". By clicking on the link "show more options" we can change the campaign objective and/or also limit the campaign spend. By limiting the spend at campaign level you define an overall spend limit for the whole campaign. This means that ad sets will stop once the spending limit you set here is reached. This option is only available if you limit the spend amount at ad set level and not at campaign level.
Test A/B
Facebook allows us to create an experiment and compare multiple campaigns, ad sets and ads and tell us which one is the winner. For this campaign we do not take this into account.
Optimising your campaign budget
It seems that Facebook's trend is for all ad campaigns to only be able to optimise their budget at the campaign level in order to have more control over their algorithm. My theory is, as long as the algorithm keeps learning, it will continue to allow some accounts (others no longer allow it) to optimise budget at the ad set level.
Campaign budget
Budget optimisation at the campaign level means that it is the Facebook algorithm that decides how much budget to put into each ad set and not us. We can set a cap at the ad set level to force Facebook to spend a minimum on the ad set we want to test. For me in particular, I like to control what each ad set spends so I can optimise it myself according to the circumstances. However, there are strategies where it can pay to let the algorithm choose.
The budget at campaign level can be daily, what we want Facebook to spend per day or total for the whole campaign. Once that budget is reached the campaign will stop. If we choose daily campaign budget, Facebook allows us to schedule the campaign. That is, to indicate a start and end date for the campaign, but it does not allow us to choose between specific days and times or to discontinue the campaign. The "Ad scheduling" section will be disabled and cannot be edited to tick the box that allows ads to be published according to a calendar. Therefore, this schedule will be visible and editable in the campaign ad set only if we have selected the full budget option.
Campaign bidding strategy
If we click on bidding strategy we can choose between the options: "Lowest cost", "Limit cost" and "Other options". With "Lowest cost", we tell Facebook to show a lot of my ads and reach as many conversions as possible at the lowest possible cost using our budget. With "Limit cost" we tell Facebook to keep the cost at or below an average amount, regardless of market costs. With "Other options" we set a bid limit for Facebook. We tell it that it cannot bid dynamically because we set a fixed limit.
Ad Set Configuration
Name of the set of advertisements
We choose a name that will help us identify the ad set and the campaign it is in. This will make it easy to identify which display it belongs to when searching by ad set.
Facebook Page
We select the Facebook page we want to increase the number of followers or likes.
Programming
We can program the start and end date of the campaign or not indicate anything and be the ones to decide when we launch and when we stop the campaign. Also, by clicking on "more options" we can limit the spending for each set of ads.
Audience
We define who we want to see our ads based on the definition of our ideal customer. We can segment based on the locations, age, gender, language, interests, positions and behaviours of the people we want to target. We can also exclude and narrow down other audiences. In our case, we are going to exclude those people who already like our Facebook page in the "Connections" section of Facebook, so as not to waste money. This way we make sure we go to people who don't know our page. If we activate the expansion of detailed targeting, we lose control and let Facebook show our ads to other audiences that it thinks might also be interested in them. Facebook also offers us the possibility to save audiences in case we want to reuse them later.
Locations
We choose automatic placements if we want Facebook to decide where to show our ads, or manual if we want to take control. In this case, as we want to create a campaign of likes or followers on Facebook, if we choose manual placements by default we see all the locations of the Facebook platform marked. This way, our ads will be shown only in the News Feed, Marketplace and Facebook Articles.
We can choose the type of device (mobile or computer) and type of mobile devices and operating systems on which we want our ads to appear. Among others, we can choose Android or IOS mobile devices.
Brand safety
Avoid having your ads appear alongside content that is not favourable to your brand. It's worth going to the 'brand safety controls' link to review each section.
Optimisation and delivery
We tell Facebook to show our ads to the people most likely to like my page, so it appears that we optimise for page likes.
We can also indicate to Facebook a cost that it should not exceed when it comes to finding a like. We would be telling it that we do not want all the potential likes that it could find at a higher cost. This is important when we want to make an exhaustive control of the budget and we don't want to manually control the cost per result.
When we are billed and delivery type, "print" and "standard" appear by default respectively. In this type of campaign we cannot change this.
Ad Settings
Finally, all that remains is to configure the advert. In the advert we will indicate the name of the advert, the Facebook page for which we want to get more likes or followers and the content of the advert.
In the content of the advert we have to indicate the description of the text or descriptions because we can indicate more than one, and the multimedia content or creativity (image or video) that we want the advert to show.
Ad Tracking
The conversion data is tracked, in this case the number of likes we have achieved. To do this we must select the pixel of the website's events, which we must have previously configured correctly.
Now we only have to preview our advert to see that everything is as we want it to be. To do this, go to the icon in the right-hand column and click on "share a link" and choose the days the link will be active. We can open it in a new tab, delete it or copy it.
If everything is OK, all we have to do is publish and wait for the review of our ads to be completed before activating the campaign.
Conclusion
With everything I've told you here, you can now get down to work and create your Facebook likes or followers campaign. There are campaigns for many purposes and on many platforms: Instagram, YouTube, Google, etc. If you need help or want to delegate these jobs, contact me.
