Facebook Campaign Builder
Below are a few different options to include when setting up a Facebook Campaign. First will be ad objectives. From there you can see the type of ads you want to use and audience options.
Ad Objective (Goal of Campaign)
Awareness
If your goal is to:
Traffic
Engagement
If your goal is to:
Find the people most likely to engage with your business online, send a message or take desired actions on your ad or Page.
Leads
App Promotion
Sales
Ad Types
Image Ads
Design Recommendations:
Text Recommendations:
Technical Recommendations:
Best Practices:
Video Ads
Design Recommendations:
Text Recommendations:
Technical Recommendations:
Best Pratices:
Carousel Ads
Design Recommendations:
Text Recommendations:
Technical Recommendations:
Best Practices:
Collection Ads
Design Recommendations:
Text Recommendations:
Technical Recommendations:
Best Practices:
Audience Options
Core Audience Information:
This is the default audience type in Ads Manager where you can target by location, demographics, interests, behaviors, and connections.
Demographics: Targeting users by information they provide directly in their profiles.
Behavior & Interests: Targeting users based on interest and behaviors inferred by their engagement on Facebook properties and Facebook audience Network sites.
Tips:
Demographics: Stick with lifestyle demographics your audience members are more likely to share on Facebook.
Behavior & Interests: Take advantage of them now, try interest stacking.
Challenges:
Demographics: Not likely to be impacted due to the self-reported nature of this data.
Behavior & Interests: Loss of third-party cookies will make detailed interest/behavior targeting less granular.
Core Audiences Options
Sub Targeting Types | Other Information |
Location |
• Everyone in this location
• People who live in this location
• People recently in this location
• People traveling in this location
|
Gender |
• All
• Men
• Women
|
Age | Can select from a range of age 13 to age 65 |
Language | Can choose from a wide range of languages |
Income |
• Top 25-50% of ZIP Codes (U.S.)
• Top 10-25% of ZIP Codes (U.S.)
• Top 10% of ZIP Codes (U.S.)
• Top 5% of ZIP Codes (U.S.)
|
Realtionship Status |
• Civil Union
• Complicated
• Divorced
• Domestic Partnership
• Engaged
• In a Relationship
• Married
• Open Relationship
• Separated
• Single
• Unspecified
• Widowed
|
Work |
• Employers
• Job Titles
• Industries
|
Education |
• Education Level
• Fields of Study
• Schools
• Undergrad Years
|
Parents |
• All Parents
• New Parents (0-12 months)
• Parents With Toddlers (1-2 years)
• Parents With Preschoolers (3-5 years)
• Parents With Early School-Age Children (6-8 years)
• Parents With Preteens (8-12 years)
• Parents With Teenagers (13-18 years)
• Parents With Adult Children (18-26 years)
|
Life Events |
• Anniversary
• Friends of…
• New Job
• New Relationship
• Long Distance Relationship
• Birthday
• Away From Family
• Away From Hometown
• Recentlly Moved
|
Politics |
• Liberal
• Very Liberal
• Moderate
• Conservative
• Very Conservative
• Likely to Engage in Politics
|
Interests |
• Business & Industry
• Entertainment
• Family & Relationships
• Fitness & Wellness
• Food & Drink
• Hobbies & Activites
• Shopping & Fashion
• Sports & Outdoors
• Technology
• Page Likes
|
Behaviors |
• Mobile Device User
• Anniversary
• Consumer Classification
• Expats
• Digital Acitvities
• Interested in Upcoming Events
• Marketing API Developers
• Multicultural Affinity
• Purchase Behavior
• Soccer
• Travel
|
Custom Audience Information:
These audiences are created using your own data (such as people who have visited your website or a customer list) and/or Facebook’s data (such as behavior on the platform).
Tip: Use broad targeting and audience expansion, upload customer lists, avoid website-traffic-based audiences and lean on Facebook sources.
Custom Audience Options
Sub Targeting Types | Other Information | More |
Website (Fastenal Source) | Create an audience based on website visitors from your Meta Pixel. Tailor your audience based on events you want to focus on, such as purchases. |
• All website visitors
• People who have visited a specific product page or product category.
• Recent website visitors by choosing a timeframe for how far back you want to go
|
App Activity (Fastenal Source) | Create and audience of people who launched your app or game or took a specific action while using it, such as purchasing an item. |
• People who have downloaded your app but may not be using it yet
• People who have made in-app purchases
• People who have achieved a certain level in your game
|
Catalog (Fastenal Source) | Create an audience based on people who have interacted with items from your catalog. | |
Customer List (Fastenal Source) | Create an audience by uploading a list of customers who’ve interacted with your business. Information in this list is hashed into anonymized code before it reaches Meta. |
• You can only upload data from customers who have consented to their information being used for marketing purposes
• You can’t use a purchased customer list or data you’ve gathered from other websites
• If someone opts out of your email list, you need to remove them from your Custom Audience too
|
Offline Activity (Fastenal Source) | Create an audience of people who interacted with you business in store, over the phone, or by other offline channels. | |
Video | Create an audience of people who watched one of your videos on Facebook or Instagram. | |
Lead Form | Create an audience of people who opened or completed a form in one of your lead generation ads on Facebook or Instagram. | |
Instant Experience | Create an audience of people who opened your Instant Experience on Facebook or Instagram | |
Shopping | Create an audience of people who interacted with your products in a shopping experience on Facebook or Instagram. | |
Augmented Reality | Create an audience of people who interacted with your AR Experience or effect on Facebook or Instagram. | |
Instagram Account | Create an audience of people who visited or interacted with your Instagram profile, posts or ads. You will need a professional account, which can be either a business or creator account. | |
Events | Create an audience of people who interacted with one of your events on Facebook. | |
Facebook Page | Create an audience of people who follow or interacted with you Page. | |
On-Facebook Listings | Create an audience of people who interacted with the on-Facebook listings from your catalog. |
Lookalike Audience Information:
Facebook can create audiences similar to ones you’ve already created or based on an uploaded list.
Challenges:
These will only be as strong as your custom audiences.
***Based on custom audiences
Resources Used
- https://www.facebook.com/business/help/282701548912119?id=649869995454285&ref=fbb_adsmanager_products
- https://www.facebook.com/business/learn/lessons/understanding-ad-campaign-levels-for-business?course_id=1892545544179112&curriculum_id=399243460690588#
- https://www.facebook.com/business/learn/lessons/ad-set-level-overview
- https://www.facebook.com/business/learn/lessons/how-to-use-ad-level-options?course_id=1892545544179112&curriculum_id=399243460690588
- https://www.wordstream.com/blog/ws/2021/09/13/facebook-ad-targeting-privacy-first-world#:~:text=The%20most%20basic%20demographic%20targeting,parents%20or%20not%2C%20and%20more.
- https://www.wordstream.com/blog/ws/2018/12/10/facebook-ad-targeting-options
- https://blog.hootsuite.com/how-to-use-facebook-custom-audiences/
- https://www.facebook.com/business/help/355670007911605?id=561906377587030
- https://www.facebook.com/business/ads-guide/update
- https://www.facebook.com/business/help/1263626780415224?id=802745156580214
- https://www.facebook.com/business/ads-guide/update/image