Creating effective Facebook ads can seem like a scary task when you’re getting started, but don’t worry, we’re here to make this as easy as possible for you. In order to create an effective campaign, you will first need to have the Facebook pixel installed on your website or ticketing site. Without it, it’s extremely difficult to run successful campaigns as you lose the ability to track, measure and then improve on the results each time. For help on how to install the Facebook pixel, visit our support section.
Once you have this in place, it time to set up your campaign structure!
Facebook breaks up the elements of a campaign into three tiers as shown below, each with their own important roles. Understanding how you use each tier properly will help you to create a scalable, measurable and easy to use structure. This will help you run effective campaigns that can be continually improved to get better ROI.
Campaign
The campaign is the overarching element where you set your objective (e.g. drive ticket sales) and therefore the type of campaign you want to run.
For a campaign aimed at driving ticket sales, the most common option here would be to select “Conversions” as the object, since a conversion = a ticket sale in most cases. You can define what a conversion means for you on the pixel page in your Ad Manager.
Ad Set
This is where you set up your targeting. Here you set the audience you’d like to advertise to, where you’d like your ads to be shown (mobile, desktop etc), and a host of other settings such as scheduling ads and setting your budget.
This is where you test your targeting – e.g. will my event sell better to ages 25-34 or to ages 35-44?
Adverts
The third tier is where you design and create the actual content that will be shown in your audience’s feeds – the ad itself! Here you can choose your copy, images, videos, calls-to-action etc.
This is where you test your ad design – e.g. does this copy resonate with my audience? Does image A work better than image B?
Note: Whilst you should vary ads within an individual Ad Set to test what performs best, try to keep the group of ads you have consistent across Ad Sets. This allows you to accurately measure the effectiveness of changes you make and experiments you run.
Conclusion
Setting up your campaign structure is just one element of the overall picture when creating a successful Facebook advertising campaign. To get a better understanding of the entire process also some great examples that will help turn you into a Facebook advertising guru in no time, download our guide on How to Master Facebook Advertising and Sell More Tickets.
