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Defining the Campaign Objective of Your Facebook Ads

February 20 2017

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Facebook and Instagram have become an integrated part of everyone's daily lives: active social media users spend an average of 118 minutes daily on social platforms just scrolling through their newsfeeds. This is great news for any business advertising on Facebook because the chances to capture and engage with your target audience are greatly increased. Furthermore, audience targeting capabilities for ad users, including real estate professionals, make Facebook Ads exactly the type of advertising you need to implement in 2017 in order to grow your business.

When creating ads for a Facebook business page, you have to go through a simple three step process to structure your marketing campaign.

  • Step 1: Select the objective of your 'campaign' section. The objective should match the outcome you want your audience to take after viewing your ad.
  • Step 2: Control your audience and schedule your ads in the 'ad set' section.
  • Step 3: Upload photos, videos, text, links, and select placements for the advertisements in the 'ad' section.

We will explain the 'ad set' and 'ad' sections in further detail in the following articles of the series.

Step 1: Campaign

First: On the top toolbar of your Facebook profile, you will find a drop menu resembling an arrow. Click on it, then locate the 'Create Ads' button. This will take you to the Ads Create Tool where you will create your campaigns and go through the 3-step process mentioned above.

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Second: Facebook offers over 13 different objectives, but for the purpose of keeping things simple for this article, we will only focus on the 'traffic' objective under the consideration section. The goal of the 'traffic' objective is to drive traffic to your website. Using this objective is a great way to generate leads from a listing by driving audiences to a lead capture form on your website.

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Third: After selecting 'traffic,' you want to give your campaign a name and click 'Create Ad Account.' The best way to keep track of your ads is to name them after your listings. For example, we are going to name our example ad "Listing at 123 Maple Drive" (as shown above).

Clicking 'Continue' will bring you to the page below. This is where you will create your audience, select your ad placement, add a budget, and set your schedule.

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Now that you've selected your objective, it is time to get creative; Facebook's targeting capabilities can help you achieve the best results. For example, you can use geo-specific targeting to narrow your results down to a zip code or an area surrounding your listing. You can also target people based on behaviors and/or demographics like if they are married or likely to move.

In the next article of this series, we'll dive into Step 2, the 'ad sets' section of the campaign structure and give you a step-by-step guide on how to choose your target audience, select placements, and control your budget.

To view the original article, visit the blog.