2. Whatâs Inside!
01
Creating Facebook Ad Campaigns: Prerequisites 02
Different Types of Lead Generation Facebook Ads 19
How to Create Facebook Lead Generation Ads 23
Facebook Ad Manager Reports 32
Best Practices of Running Facebook Ads 34
4. 04
Chapter 01- Creating Facebook Ad Campaign: Prerequisites
1
Donât have one? Hereâs how you can
get it:
a) Go to âCreate a Pageâ on Facebook.
b) Choose the Category that best
describes your Business
You have the option to
change the category later
Have a Facebook Business Page01
!
5. 1
05
Chapter 01- Creating Facebook Ad Campaign: Prerequisites
If your campaign goal is to⊠You should chooseâŠ
Encourage people to visit your website
Promote specific actions on your website
Boost posts & increase actions
Build audience on Facebook
Encourage people to install apps
Get more activity on apps
Promote events
Define your Campaign Goal02
Promote offers
Choose this option
for lead generation
6. 06
Chapter 01- Creating Facebook Ad Campaign: Prerequisites
Define your Audience â by Location, Gender & Age03
7. 07
Chapter 01- Creating Facebook Ad Campaign: Prerequisites
Broad Interest = Food/Drink
And by Interest
Precise Interest = Ice-Cream
Both âInterestâ options are available
on Facebook, but the user interface
may vary in different accounts.
! !
8. 08
Chapter 01- Creating Facebook Ad Campaign: Prerequisites
Upload existing contacts (email IDs, phone numbers, application IDs) on Facebook & target âonlyâ
those contacts with relevant ads.
And by Custom Audience
9. 09
Chapter 01- Creating Facebook Ad Campaign: Prerequisites
Or by Lookalike Audience
Based on your Custom audience, Facebook finds people with similar profiles & creates a Lookalike AudienceâŠ
10. 10
Chapter 01- Creating Facebook Ad Campaign: Prerequisites
Campaign cost options
CPC â Pay when someone clicks the ad
CPM â Pay for every 1000 impressions
Optimized CPM â Cost per 1000 impressions
optimized for people more likely to take an action
Campaign budget options
Set daily budget or
lifetime budget
Define your Budget04
Begin with CPC, as the aim is to generate
leads, not increase brand visibility.
!
Set daily budget, if you run one type
of ad continuously. Use lifetime
budget if you run ads for a certain
period of time.
!
11. 11
Chapter 01- Creating Facebook Ad Campaign: Prerequisites
Create Ad Images05
Right column ad: 100 x 72 pixels
Newsfeed ads - max: 1200 x 630 pixel
min: 600 x 315 pixels
!
Facebook may modify the
dimensions of ad images
!
12. 12
Chapter 01- Creating Facebook Ad Campaign: Prerequisites
0406 Setup Landing Page for Lead Capture
13. 13
Chapter 01- Creating Facebook Ad Campaign: Prerequisites
04
âą Create pixels (JavaScript code
snippets) to track conversions
âą Add code to âThank Youâ
page
07 Track you Conversions
Not a prerequisite, but needs to
be setup to get conversion
reports in Ad Manager!
!
14. 14
Chapter 01- Creating Facebook Ad Campaign: Prerequisites
Log in to âAds Managerâ, click on the conversion tracking menu.
Click on the âCreate Conversion Pixelâ button to begin the process.
Creating Conversion Pixel
1
2
15. 15
Chapter 01- Creating Facebook Ad Campaign: Prerequisites
Creating Conversion Pixel
You will be directed to this pop-up, which will ask you for a:
Name - for your conversion pixel
Category - type of conversion action you want to track
3
16. 16
Chapter 01- Creating Facebook Ad Campaign: Prerequisites
Creating Conversion Pixel
You will see a pop-up window with a JavaScript code. Copy & paste it on your âThank Youâ page.4
17. 17
Chapter 01- Creating Facebook Ad Campaign: Prerequisites
Pixel has not been
embedded on the
âThank Youâ page.
You can check the Pixel status hereâŠ
Creating Conversion Pixel
Pixel embedded
on a âThank Youâ page.
Pixel has not
rendered over
the last 24 hours
5
18. 18
Chapter 01- Creating Facebook Ad Campaign: Prerequisites
a. While creating a Facebook ad, check
the âConversion Trackingâ box under
âCampaign, Pricing & Scheduleâ.
b. Once done, you can track all
conversions that happen off your
Facebook ad.
Embed Conversion Pixel on Thank You Page
20. 20
Chapter 02- Different Types of Lead Generation Facebook Ads
Marketplace Ads
Drives Facebook users to an external
website/landing page
Lead Generation Ad: Type 1
21. 21
Chapter 02- Different Types of Lead Generation Facebook Ads
1
1
2
3
Sponsored Stories
Takes Facebook user to advertiserâs Facebook
Page
Prompts Facebook user to âLikeâ the page
Takes Facebook user to external website or landing
page
Lead Generation Ad: Type 2
22. 22
Chapter 02- Different Types of Lead Generation Facebook Ads
Facebook Offers
Businesses share discounts with customers
Facebook users need toâŠ
âą claim the offer
âą check their email for offer details
âą redeem the offer at businessâ physical location
Lead Generation Ad: Type 3
24. 24
Chapter 03- How to Create Facebook Lead Generation Ads
Choose âWebsite Conversionâ option
Enter the website or landing page URL
Letâs start creating a Facebook AdâŠ
Go to Facebook ads create tool - https://www.facebook.com/ads/create/1
2
3
25. 25
Chapter 03- How to Create Facebook Lead Generation Ads
You can select up to 6 different images to create more ads in your campaign.
Creating Facebook AdâŠ
4
26. 26
Chapter 03- How to Create Facebook Lead Generation Ads
Desktop News Feed Right-hand Column
Creating Facebook AdâŠ
You can place the ad in both/orâŠ5
27. 27
Chapter 03- How to Create Facebook Lead Generation Ads
Target custom audiences that you have created to reach the right people with your Facebook ads.
Creating Facebook AdâŠ
6
28. 28
Chapter 03- How to Create Facebook Lead Generation Ads
Target Facebook users byâŠ
Creating Facebook AdâŠ
7
29. 29
Chapter 03- How to Create Facebook Lead Generation Ads
âŠand byâŠ
Creating Facebook AdâŠ
8
30. 30
Chapter 03- How to Create Facebook Lead Generation Ads
As you go on choosing options, you will see the Audience Count, and Suggested Bid change
Creating Facebook AdâŠ
9
31. 31
Chapter 03- How to Create Facebook Lead Generation Ads
If you set the âlifetimeâ budget, you will be prompted to define a start and end date for the campaign.
Creating Facebook AdâŠ
The last step is to set the budget and schedule your ad.1010
33. 33
Chapter 04- Facebook Ad Manager Reports
Facebook Ad Manager Basics
2
Status -> active/paused/deleted
Results -> # of leads generated
Cost -> Cost per lead
Ad Reach -> # of unique users who viewed your ad
Freq. -> Average number of times each user saw your ad
CTR -> # of clicks / # of ad impressions
CPC -> Average cost per click
Facebookâs Ad Manager provides detailed information about all ad campaigns.
35. 1. Text on images should not cover more than 20% of
the image.
2. Do not delete the conversion pixel. If you delete it,
you will have to recreate all the ads associated
with it.
3. Use Bright Colors that stand out from White and
Facebook Blue.
35
Chapter 05- Best Practices of Running Facebook Ads
Best Practices of Running Facebook Ads
36. âą Your daily bid has to be twice the amount you choose per click. For instance, if you choose $2 / click, your daily
budget must be at least $4.
âą Best practice is to bid within the amount suggested by Facebook.
36
Chapter 05- Best Practices of Running Facebook Ads
Minimum Budget Requirements
37. LeadSquared marketing software helps businesses capture and engage all
their online leads till they convert
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