Facebook Ads Best Practices - Driving Traffic To A Landing Page (Yours Or A Client's)

Driving Traffic To A Landing Page (Yours Or A Client's)

An increasingly important campaign in the DoStuff Network is one that drives traffic to a landing page for a client. Typically, your sales team will promise a certain amount of pageviews to this landing page for a campaign based on a set CPLV (cost per landing page view). CPLV costs have several different factors that can influence their price, the biggest of which is custom targeting. Similar to an impressions campaign, factors influencing your CPLV include:
  • Location/Market
    • CPLVs will typically be cheaper in a larger market, but if the targeting is correct, this is not always the case
  • Age Range 
    • Again, a larger audience does not necessarily equal a cheaper CPLV, although theoretically the more eyes that see an ad, the more likely traffic will be driven to the landing page.
  • Specific Targeting
    • This is where creating an CPLV campaign turns into more of an art then science. There is no right answer to specific targeting, and testing will be key. You will more than likely have to create multiple ad sets in order to test targeting theories, audience size and preference. 
How To Create A Facebook Campaign To Drive Traffic To A Landing Page:

Open Power Editor, select "+ Create Campaign":



Select the "Use Guided Creation" Option:

Choose your objective, which for a Landing Page Based based campaign will be, "Consideration: Traffic."



Name your campaign. The format for naming a campaign, in order to make it easily searchable and for easy navigation, should be [Your Metro's Name] - [Client Name] - [Specific Campaign] - [Campaign Goal]. The campaign goal part is optionable, however, as some campaigns include multiple ad sets that have different goals:


Select Continue. You've created your Landing Page View campaign! Now to create your Ad Set and select specific targeting.

Next step is to name your Ad Set. You're going to want to keep your naming format consistent with your campaign:
[Client Name] - [Specific Campaign] - [Campaign Goal] - [Ad Set Optimization] - [Detailed Targeting Information].

Note: you probably won't know what your [Detailed Targeting Information] will be until you finalize your audience, so you can fill in that part of the Ad Set name once you do that. But, you will want to include that information for organization and data testing later.

Next, you'll create the audience in which you're targeting. For the purposes of these LPV based campaigns, and in order to test and find your ideal audience (and therefore the lowest possible CPLV) the goal here is to, ideally, test at least two Ad Sets. Going with two Ad Sets for this example, we're going to create one Ad Set with a detailed targeting audience, and one with a Custom Audience.

First, we'll start with the detailed targeting audience Ad Set. For the purpose of this example, we'll pretend that we're driving traffic to a beer specific landing page and target "Beer Lovers". Pay attention to your Audience Size and Estimated Daily Results (green box on the right side of the screen shot below) when playing around with your detailed targeting. Your Audience Size should ideally be 1 million people (unless you are specifically instructed to target to a more detailed audience from your client) for a LPV based campaign, but quality is more important than quantity in these campaigns:
  1. Select your market (red box) - we've selected "Austin, DMA"
    1. The rule of thumb is to select one market per ad set. Contact Support if you have questions about including more than one market in an Ad Set.
    2. IMPORTANT NOTE: It is important to differentiate between DMA (Designated Market Area) and Austin, TX. Choose what makes sense for your campaign. For instance, if you're promoting an event that is happening in two days on a Wednesday in Downtown Austin, it might not make sense to target the DMA, as it will be hard to make it into Downtown Austin on a weeknight. But if you're promoting a 3 day festival in Austin, and it is very likely that people will travel for it, than DMA would make sense.
  2. Select your age range (orange box) - we've selected 21-50 for this example
    1. Select what makes most sense for your campaign. Example: if you're advertising for a music festival that is all ages, you can select 16-65+ for the widest audience. If you're advertising for a music festival that is only 18-and-up, select 18-65+, etc.
    2. IMPORTANT NOTE: if your ad has ANYTHING to do with alcohol, bars, drinking, etc., or is specifically for an alcohol client, you must select 21+ for the age range. PLEASE contact support if you have any questions regarding alcohol advertising guidelines.
  3. Skip gender unless specifically instructed to target by client
  4. Select your detailed targeting (blue box) - we've selected "Brewery, Brewing, Craft Beer" Additional Interests and "Beer" Food & Drink Interests in an effort to target "Beer Lovers"
    1. Pay attention to the effect your targeting has on your Audience Size and Estimated Daily Results. If you're dipping below Potential Reach of 1 million people, you may be getting too targeted, although that varies by market size.
    2. The detailed targeting section is where your intuition and creativity really come into play. The rule of thumb for targeting is try not to "mix" interests. Example: if you're targeting "Beer Lovers," don't include wine or cocktail interests just because they're also alcoholic. You could end up targeting users that don't care about your ad.
    3. If you have the budget to create multiple detailed targeting Ad Sets for a campaign, don't be afraid to get out-of-the-box with one Ad Set to really test your audience. You could end up striking gold!
    4. IMPORTANT NOTE: while quality is more important than quantity in LPV campaigns (as opposed to impressions campaigns), more times then not, the bigger your audience, the lower the CPLV. Don't over-segment.
  5. Select "Expand interests when it may increase link clicks at a lower cost per click" under detailed targeting if applicable
    1. IMPORTANT NOTE: do not check this box if your client has specific targeting guidelines. Example: they only want to target consumers that are interested in Texas-based brewers like "Deep Ellum Brewing Co., Austin Beer Works, Hops N' Grain." If you are not limited by such specific guidelines, then you might as well ge clicks for as little cost as possible if Facebook recognizes a relevant interest expansion.


After creating your audience, you will then select your Ad Placements. For Landing Page View based campaigns, we suggest going selecting Edit Placement (orange box) and de-selecting Instagram and Messenger placements. As of the writing of this article, it is common knowledge that Instagram conversions are significantly higher than through Facebook, although that is subject to change withe evolution of the platform. However, if you feel that Instagram placement will resonate with your content's target audience, test away!


Next, you will enter your Budget & Schedule. For this example, we're using a $150 budget that will run from Feb 7, 2018-Feb 28, 2018. Keep in mind that your budget and schedule will affect your Estimated Daily Results, as Facebook can only allot so many results a day at a certain price.

Remember that Facebook is automatically set up in Pacific Standard Time, so keep that in mind when selecting your schedule if you have timing guidelines on the campaign.



Your last step in Ad Set creation is to choose your Optimization for Ad Delivery! As this Advertising Goal suggests, your optimization will be Landing Page Views. Select Landing Page Views in the drop down menu, and unless other wise specified, keep your Bid Amount, Ad Scheduling and Delivery Type on the automatic selection.



IMPORTANT NOTE: you must ALWAYS double and/or triple check your Ad Set before you hit Continue to ad creation. Sometimes, Facebook has a mind of its own and will switch things around (like scheduling and budget) when you think you've already set them. You can edit your Ad Set after it is live, but it will most likely have negative affects on your performance because it confuses the Facebook algorithms.

After you've double and/or triple checked your Ad Set to make sure everything is correct, hit Continue and you're ready for Ad Creation!

----

After you've created your ads and are satisfied with your campaign, you can than duplicate your Ad Set to create your Custom Audience Ad Se . Do this by locating the Ad Set you created above in Power Editor, hovering over the name of the Ad Set and hitting the "Duplicate" Button.
This will create an exact replica of your Ad Set. Select the "Original Campaign" option in the window below.

Edit the name of the Ad Set to reflect your Custom Audience. Find the "Custom Audience" Section.
Type ahead to find the Lookalike Audience that you created. Select the audience. Select the "Exclude" option to exclude users that have already visited your Landing Page (unless you would like to test retargeting them) and type ahead to find your Custom Audience.

Remove your Detailed Targeting from the Ad Set, as this Lookalike audience should have all the specifics you need. Adjust budget, schedule and market accordingly. Do not worry about your Audience Size/Potential Reach here, as the Lookalike Audience will need some time to "fill out," since it's likely you just created it.

IMPORTANT NOTE: you must ALWAYS double and/or triple check your Ad Set before you hit Continue to ad creation. Sometimes, Facebook has a mind of its own and will switch things around (like scheduling and budget) when you think you've already set them. You can edit your Ad Set after it is live, but it will most likely have negative affects on your performance because it confuses the Facebook algorithms.

After you've double and/or triple checked your Ad Set to make sure everything is correct, hit Continue and publish the Ad Set, assuming that you would like to keep your previously created ads the same, and your campaign is complete!

Comments