Decoding Facebook Ads for Filmmakers – Understanding Structure of Facebook Ad Campaigns

Posted on 14 October, 2015 by Team Wishberry

new-blog Over the years, Facebook has become a great marketing vehicle for businesses and individuals who want to promote themselves. Using Facebook ads, you can reach out to millions of people to promote your films in the easiest way possible. And you can do all of it by yourself. To make sure that your first ever Facebook ad campaign is not your last one, we’ve decided to walk you through the first thing you’ll come across when making Facebook ads- Facebook’s campaign dashboard. Basically, advertising on Facebook involves three different layers:
  • Campaign
  • Ad Sets
  • Ads
All your ad efforts will be divided between these three layers and it’ll help you organize and monitor your ads. Let’s take a look at each of them one by one.

Campaign

A Facebook campaign is where you decide the objective of your campaign. Your ad can have any of the following objectives:
  1. Get likes for your Facebook page
  2. Get likes, comments & shares for your Facebook page posts
  3. Send people to your website
  4. Make people do transactions on your website (valid for ecommerce websites)
  5. Get app installs
  6. Increase app usage among people who already have your app
  7. Promote your Facebook event
  8. Get people to claim your discount offer
  9. Get video views
Now, if you’re a filmmaker, we suggest you focus on the following objectives for your Facebook ads:
  1. Send people to your website (or Wishberry, if you are running a campaign with us)
  2. Get video views (for your trailer or Wishberry pitch video)
  3. Get likes to your Facebook page
  4. Get likes, comments & shares for your page posts
  5. Once you have chosen the objective, you need to specify the link you want to send your audience to or add the page/post you want to promote.

Ad Sets

An ad set is where you determine the target audience for your ads. You can specify the audience by targeting them via location, age, demographics, worktitles, interests, email IDs etc. (more on this coming up soon!). Once you specify the audience, you will have to specify where your ads appear: on the newsfeed or on the right hand sidebar or both, on desktops or mobiles or both. For you, it would be ideal to target the newsfeed because that is where ads catch people’s attention. Right hand sidebar ads tend to get overlooked. Also, it’s advisable to target both desktops and mobiles for your ads, as people shift between both (usage of Facebook on mobile is more, however). In case your website is not optimized for mobile users, you should stick only to targeting on desktops. Next, you will have to set a schedule as to on what day and time you want to run your ads. You can either run your ads throughout the day, or at specific times (depends a lot on how your audience uses Facebook). Once you are done with the above steps, you will specify your budget and ad costs. You decide how much you want to spend overall and how much do you want to spend for each click or interaction (likes or comments or shares). Note: For each campaign, you can have multiple ad sets. You will have to create new ad sets if you are planning to target multiple types of audiences or ad destinations (desktops/mobiles or newsfeed/sidebar).

Ads

Within each ad sets, you can create ads to communicate the message to your audience. This is where you unleash the copywriter in you. You will have to give your ads a headline (25 characters), text copy (75 characters) and a call to action. The creative used for your ad needs to be really catchy and must have less than 20% text in the entire area. You should create multiple ads with several images and ad copies; this will help you to see what kind of images and communication work with your target audience. Having just one ad version doesn’t tell you what exactly works and what doesn’t. So there you have it! The entire structure of Facebook ads decoded just for you. To make it easier for you, here’s a video by Facebook which will take you through the Facebook Campaign Structure in a more visual manner. Watch it and share your thoughts with us in the comments below. In the next part in this series we will be talking about how you can understanding the different types of ads!

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