Facebook Traffic: This is exactly what it looks like. Traffic campaigns drive traffic to your website, landing page or ecommerce store. This is one of the most common ad types you’ll see on Facebook. App Installs: This campaign type is specific to software apps and only works on Mobile.
Your account overview will show you a summary of information pertaining to your audience reach, the amount spent, impressions and link clicks. Your account overview will also provide information on the type of audience your campaign reached including their age, gender and the time they viewed your ad.
The campaigns tab lists all the campaigns you currently are running are inactive and campaigns that have concluded. Through this tab, you set up ad campaigns which include setting your marketing objective. This tab will also show you the results of each of your campaigns.
Facebook ad sets are where you will see the ad sets associated with your selected campaign. Through ad sets, you can define your target audience, budget, scheduling, bidding and placement for your ads.
The ads tab is where you will actually create each ad you will run. This is where you choose the image or video you wish to use, your headline, description, CTA and more. This is also where you will see a preview of your ad.
Specifying an Audience
This is where you begin creating the audience you want your ad to target. You will notice that you will have the option to create a new audience or use a saved audience.
Since you are starting from scratch you will want to create a new audience:
Locations: Begin by selecting locations and adding the areas you want to target. You can as well exclude certain areas. You can set proximity for the area ranging from a 10–50-mile radius.
Age: Age is pretty self-explanatory. You can set the age range for the audience you want to reach.
Detailed Targeting: This helps you pinpoint certain users on Facebook. You can add demographics, interests and behaviors your target audience is comprised of.
Language: Again, pretty self-explanatory. You select what languages your target audience speaks.
Connections: Here you can select to target certain users who have some kind of connection with your company. This includes whether they liked your company page, use your app, responded to one of your events, etc.
For placements, I recommend going with Automatic Placements. Facebook’s algorithm will allocate your budget across multiple ad placements based on where your ad is likely to perform best. This is best if you really are not all that familiar with Facebook’s platform.
However, if you want full control, you can select where your ad is placed. Just note, the more options you select to have, the bigger your potential audience will be.
Set your budget
Facebook allows you to set either a daily budget or a lifetime budget. Here’s how they differ from each other:
Daily budget. If you want your ad set to run continuously throughout the day, this is the option you’ll want to go for. Using a daily budget means that Facebook will pace your spending per day.
Lifetime budget. If you’re looking to run your ad for a specified length of time, select lifetime budget. This means Facebook will pace your spend over the time period you set for the ad to run.
Create a store traffic ad campaign
To create your ad campaign with the store traffic objective:
- Go to Ads Manager.
- Select + Create.
- Select Store traffic as your marketing objective.
- Enter a name for your store traffic campaign.
- Choose the business Page you want to run ads for. Select your budget optimization preferences and select Continue.
- Below Stores, select your store set. A store set is a group of physical stores in one country that you want to reach.
- You can choose an existing store set or select Create a new store set. To create a store set:
- In the pop-up, choose the country where your stores are located from the Country dropdown menu. You can only run a store traffic campaign in one country per ad set.
- Enter an address, city or town in the country you chose and select your stores. You can also select Browse to see all stores available in that country.
- Select the X next to any stores you don’t want to include in your store set. When you’re ready, select Continue.
- Set a radius to determine how large of an area around your stores you want your ads to reach. Select Automatic Radius if you want us to set the radius based on population density. Select Fixed Radius to choose a specific radius size in miles or kilometers. Use a larger radius to reach more people or a smaller radius if you don’t think your customers travel very far. Select Continue.
- You’ll see a summary of your store set. Select Back to go back and make any changes. You can also save the store set to use again. When you’re ready to continue, enter a name for your store set and select Create.
- Set your ad audience, placements, budget and schedule. Select Continue.
- Below Identity, choose your Ad Voice. Your ad can come from your main business Page or one of your individual store Pages.
- Choose from the Carousel, Single Image or Video or Collection ad formats.
- Enter text for your ad. Select to pull localized information about each of your stores, like Phone Number or Opening Hours.
- Add your creative assets or media. If you chose carousel format, you can add a store locator map card that shows people the closest store. If you chose carousel or collection format (with Instant Experience), you can add a catalog card to show items from your catalog. To use the catalog card option, your business Page must have a Page shop connected to a catalog.
- Add a call-to-action button such as Get Directions. Buttons use localized information from your store Pages.
- Select Review to preview your ad. When you’re ready, select Confirm to publish.