This article is a walk-through how to create your first Facebook ad campaign with Nosto. Before you can create a campaign, you need to connect your Nosto account to Facebook ad assets as described in this article.
The first step is to choose the campaign type that suits your business goal. The walk-through here covers creating an interest based targeting campaign for new customers. The flow and settings in the wizard is almost similar to all campaigns. Each campaign type targets slightly different customer segments, which are introduced in more detail in the article Targeting.
Essentially campaign type is the first selection narrowing your ads target audience and each campaign should be used for different business targets. For example, prospecting campaigns are intended for new customer acquisition or to target old and idle customers, whereas cart-retargeting shows ads to users who recently left their carts behind so by nature all campaigns should be used for different purposes. Custom campaigns provide control to build a campaign that suits your business case and need best.
Note that all re-targeting campaigns use Facebook's Dynamic Product Ads product, whereas prospecting campaigns create multiple ad variations based on your selections later in the wizard.
Audience is one of the key settings and as selecting good audience parameters require some understanding about Facebook as an ad platform, these are covered thoroughly in article Targeting.
Audience builder narrows down the audience further based on the campaign type and allow targeting more limited audience based on your business objectives and needs. For instance, if you don’t sell any items to men, it doesn’t make sense to target male audiences, unless you want to promote a specific gift range during key dates like Valentine, Christmas or something similar. Regardless of the campaign type, campaign objective is always conversion and varies between visits or purchase conversions, depending on your campaign's volume.
Location is a geographical area where your ad is shown according to where Facebook locates its users. Note that sub-regions can be very small in terms of audience sizes, all the way to district-level of major cities.
If you don’t for example ship to certain countries these areas shouldn’t be included, but including only a city or district level is probably not ideal.
On the contrary, in case your business is launching in a new region, an aggressive customer acquisition campaign targeted for the region might be a good option as Nosto supports adding multiple campaigns with different settings! Excluding sub-regions is also supported, which is useful if your ad creative is in conflict with the area. For example, if shipping is not free to US overseas territories or to regions like Canary Islands (Spain) and Corsica (France).
Interests are based on Facebook’s data about its users. These are abstract topics and consist of things people share on their timelines, ads they have clicked previously, apps they use, pages they like, locations they have checked in and other activities on and off of Facebook. These can be used to narrow down users based on their assumed interests, like dogs, if you are a pet-store, or yoga if you’re selling yoga equipment and accessories.
Device Platform is selection whether you want to target users on Instagram, Facebook Desktop or Facebook Mobile or on all.
Publisher Platform controls whether ads are shown on Facebook or Instagram or both. Note that Instagram ads are mobile-only.
Gender allows you to select would you like to display ads only for men or women or both.
Age is obviously a key factor as you should only target your key audience groups or possibly target different ages and genders with different type of a message based on their expected values
Potential Reach represents the estimated size how many people you can theoretically reach with your ads. It is not the exact number of users who will eventually see your ads, but figure indicating the maximum reach of your campaigns. Reach and potential ad delivery issues are covered in article Ad Delivery.
In this step, you can choose between the Carousel and Collection Ads. The Carousel consists of scrollable media which supports multiple products which are shown horizontally. Carousel supports all placements, including Instagram.
The Collection Ad only supports Facebook mobile and requires you to upload media content which can be either a video or an image as the main and most visible ad creative.
As a rule of thumb, Carousel typically works better when the end-user is closer in the conversion funnel to purchasing, whereas the Collection Ad often yields better results when the end-user is farther away from purchasing. For example, during the discovery phase, or when the end-user has not visited the site yet, the Collection Ad is a good option whereas the Carousel is very effective for cart abandonment retargeting when a user has given a clear signal of purchase intent. Please treat these as overall guidelines since results can significantly vary depending upon the products, business, creative, and targeting options. Test what works best for you!
Visual settings editor and a preview tool shows ad’s visual aspects, showing how your ad will appear to users on Facebook. Marketing text controls the call to action text in the ad and can feature 90 characters. Ideally the text should present your selling proposition in few words and work as a good call-to-action to users scrolling their news feed. Remember that users of Facebook scroll content especially on mobile very quickly so you have merely a second or less when a user either decides to read the whole offer in your ad or continue scrolling. Pay attention to your creative text, even though biggest visual cue would be a product image!
Include and Exclude Filters
Include and Exclude views in the campaign builder limit products that are included in the ad campaign. Products selected are the most popular ones in the selected product scope and if filters are not enabled, these are overall top sellers of the entire inventory. Exclude setting allows blacklisting products by their attributes so for example if your store sells products that might violate Facebook’s ad policy, we recommend to exclude these from your campaigns.
Proper use of filters for prospecting campaigns
For prospecting campaigns filters are highly valuable as they allow for instance limiting product ranges in the ads only to those you want to promote for a specific audience. The setting can be a top level configuration as for example a fashion store can and should limit items for women when targeting females applying filters to men audiences, respectively. In case of interest-based targeting, filters also allow more interesting configurations. Fans of a football club are more likely to buy fan gear of a club they cheer for, whereas dog owners are obviously more likely clicking ads featuring dog products than cats and vice-versa. Together with demographic settings and interests, there are almost limitless options to try!
Proper use of filters for re-targeting campaigns
Filters are applicable for re-targeting campaigns only under advanced settings and accessible from the last step Overview. With re-targeting campaigns, we recommend to use filters with caution. In re-targeting campaigns, products are automatically personalized and limited to each individual based on what they viewed, added to the cart or bought, so there shouldn’t be need for manual filtering unless there is a specific business requirement to do so.
Nosto has noticed that manipulating the product feed with filters in case of re-targeting campaigns has actually had a negative impact for campaign performance as advertised items might have not been as relevant to each user, since these are specifically limited to a selected range of products, which might not reflect what a customer has viewed. As a general guideline, with re-targeting campaigns filters should be only used if you sell items that you explicitly can’t advertise, if these violate Facebook’s ad policy or if you have a specific need e.g. a manufacturer has provided you a budget for your re-targeting campaign or for example if for legal obligations ruling that you can only advertise discounted items. If you have more questions about proper use, please be in touch with our support.
Budget defines how much you are willing to spend per day for a campaign and per visitor in the ad auction. Max bid is not the price that you will spend per visitor, but a figure you are willing to pay for one. Daily budget sets a gap for your campaign, meaning Facebook won’t spend more than you have budgeted for the campaign. Facebook’s ad auction and bidding is a wide topic and covered in detail under Ad Auction and Bidding System. When you enable auto bidding we also start bidding for conversions instead of clicks, which in almost all cases delivers better results with less spend.
Campaign duration simply controls the time range when your campaigns are active and shown to users. Note that every campaign is first reviewed by Facebook which occasionally might take up to 24hrs.
Links in the ads will direct the traffic automatically to the clicked product, but in case you would like to create a discount pop-up, which is displayed only to customers who clicked your ad, you can attach one to your campaigns. Note that the pop-up is an additional enhancing feature driving better conversion rates, and not a requirement to create an ad campaign, and that you need to create one separately.
The final step is an overview summary of settings and the last step before going live. Click Create Ad Campaign when everything looks good to you. This will activate the campaign based on the campaign duration settings.