Facebook Ads Best Practices - Satisfying An Impressions Goal

Satisfying An Impressions Goal

The most common ad campaign we run through Facebook for clients at DoStuff is the Impressions based campaign aimed at showing their ad to as many people as possible in their desired audience. Typically, your sales team will promise a certain amount of impressions for a campaign based on a set CPM (cost per thousand impressions). CPM costs have several different factors that can influence their price, the biggest of which is audience size. Factors influencing audience size can be:
  • Location/Market
    • CPMs will be higher in smaller markets (i.e. Portland) than larger markets (i.e. Los Angeles)
  • Age Range 
    • The larger the age range, the lower the tentative CPM
  • Specific Targeting
    • Targeting a broader "music lovers" or similar interest will yield a larger audience than targeting a specific band or bands, for example.
How To Create A Facebook Campaign To Satisfy An Impressions Goal:

Open Business Manager, select "+ Create Campaign":

Select the "Use Guided Creation" Option:

Choose your objective, which for an impressions 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 ad sets that have different goals:

Select Continue. You've created your impressions 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]. This ad set will be optimized for impressions, but since we already included that in the campaign goal, we don't need to update here.

Next, you'll create the audience in which you're targeting. For the purposes of these impressions based campaigns and in order to fish for the widest audience (and therefore the lowest possible CPM) the goal here to cast a wide a net as possible. Skip the "Custom Audiences" part (more on that later) and follow these steps, and while doing so, pay attention to your Audience Size and Estimated Daily Results (green box on the right side of the screen shot below). Your Audience Size should be AT LEAST 1 million people for an impressions based campaign, unless you are specifically instructed to target to a more detailed audience from your client.
  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 if applicable (blue box) - we've left it blank for this example
    1. IMPORTANT NOTE: do not select detailed targeting if you are not required to. Example of being required to select detailed targeting: your client only wants to target consumers that are interested in "The Killers, The Strokes and Kaiser Chiefs."
  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 "The Killers, The Strokes and Kaiser Chiefs." If you are not limited by such specific guidelines, then you might as well get impressions and 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 impressions based campaigns, we suggest going with Automatic Placements (Recommended) as it will increase your audience size the most. You can select Edit Placement if your client does not want to advertise in Instagram, for instance. Contact Support if you have any questions about ad placement.

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 Impressions. Select Impressions 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!