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User Guide | Facebook Prospecting Campaign Setup

Start a new campaign.
Start by navigating to the Social tab and selecting Facebook/Instagram Prospecting. 

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Select New Campaign in the upper righthand corner.

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Name your campaign and set your objective.
Enter your campaign’s name. You also have the option to provide a campaign description. 

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The next thing you need to do is set your Campaign Objective.

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You can select Conversions for general conversions using static ads or video, or Video Views to drive video views, or Traffic to drive site traffic. 

Build your creative

Selecting placements
After naming your campaign, you’ll be taken to the Creative slice to set up your campaign’s creative. In the left column, you'll set up your placements.

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Specific placements are tied to certain formats and objectives, for example, In-stream Videos can only be run on Prospecting campaigns with the Video Views objective. For this reason, we recommend setting your placements to Automatic so that we can automatically run the placements that align with your settings.

Otherwise, you can manually determine which placements you'd like to run by selecting Manual from the dropdown menu, clicking Edit Placements and checking or unchecking your options. There is logic built in to guide you toward the right selections for your objective.

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You can preview your ad placements as you edit by using the toggle arrows next to the placement name. 

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With the Conversions and Traffic objectives, you can elect to build either static creative or video using the dropdown at the top of the creative section. With the Video Views objective, you can only build video creative.

  • Static Creative: There are five stages to building your creative: Creative, Headline, Text, Description, and CTA. The progress bar at the top of the Creative Slice tracks where you are in the process. 
  • Video Creative: There are only four stages in building video creative: Creative, Headline, Text, and CTA. The steps are largely the same as with static, but any differences are called out below.

Stage 1: Creative

For all creative, you'll start by entering your display URL. This is purely for display and will not affect where users are sent when clicking on your ad — the user will be sent to the displayed product’s purchase page.

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Once you've added your display URL, you have the option to add suffix and prefix tags to your campaign.

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To add tracking parameters:

  1.  Hit the Track button at the bottom of the page. 
  2. Enter suffix tags in the window that pops up.
  3. To enter prefix tags, click Advanced.

If you are building a dynamic product carousel or a dynamic single product, hit save and move on to the Headline step. 

For static creative: If you are building static creative, select Choose Image to upload your image. 


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You can test your image size by hitting the Image Test button at the bottom. This will run a test on your image to confirm it is Facebook compliant.

For video creative, select Choose Video to upload your video.

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You can click on the video guidelines for details on the technical requirements for video. 

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Stage 2: Headline

Click the Headline section to add your headline to your ad. The headline tees up the description and link, appearing directly above the display URL.

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The headline you enter will appear in the preview, so you can see how it will look as you build your creative.

Stage 3: Text

Click the Text section in the progress bar to add your text. Text is the primary messaging for News Feed, Right Hand Column and Instagram ads. 

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The text you enter will appear in the preview, so you can see how it will look in each placement as you build your creative.

Stage 4: Description (Optional)

Description describes the link in Desktop and Mobile News Feed ads. It appears below the link to give readers context around where the link will take them. It’s an optional way to add color or tease your promotion in News Feed ads.

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Step 5: CTA + Tracking

You have the option to add a CTA button to News Feed and Instagram ads. To apply one to your creative, select from the dropdown menu at the top. 

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Once you are satisfied with your copy and CTA, click on Save in the bottom right corner to move on to the Targeting slice.

Add targeting.

You have the option to add additional targeting to your retargeting campaigns.

You can target by age:

By gender:

and by Interest:

Bear in mind that SteelHouse retargeting campaigns already hone in on the best users to receive your campaign based on user behavior and previous interaction with your brand. Any additional targeting you add here will narrow that pool of high-potential users.

Schedule your campaign launch.

You can scheduled your campaign with a start and end date, launch it immediately, or launch it as open ended with no end date assigned.

To schedule your campaign launch, select when you would like to launch and complete your campaign. You can adjust the time and date. The runtime of a campaign must be at least 24 hours long. Hit save.

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To launch your campaign immediately, DO NOT use the “Immediately” toggle. Instead, in the “Scheduling” toggle, select today’s date.

For open ended campaigns, set the start date and hit save. 

Bid & budget, delivery optimization, and launch.

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Bid & Budget: Enter your monthly budget in the field at the top. 

You have the option to enter a max bid or select automatic bid. We recommend using an automatic bid, as it enables us to optimize for maximum performance. 

Delivery Optimization: For each objective, there are different optimization levers you can set in the delivery optimization field. 

Conversions Objective
Delivery Optimizations:

  • Conversions
  • Link clicks
  • Impressions served
  • Unique reach

Traffic Objective
Delivery Optimizations:

  • Link clicks
  • Impressions served
  • Unique Reach

Video Views Objective
Delivery Optimizations:

  • Video Views
  • Unique Reach 


Pre-flight checklist.

Use the pre-flight checklist to make sure you've completed all the necessary steps. 

Once you're confident you've completed everything, hit launch to launch your campaign. 

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