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Video Transcript

Since Facebook Ad Campaigns are configured to align with social media objectives, it’s easy to choose a campaign that would work best for you.

If you’re just starting to use social ads and don’t have a lot of support or data about your customers, a great ad objective is to Boost a Post through Page Post Engagement. The goal of this campaign is to expand the reach of a post that had organic success. Posts that are successful organically have a higher than usual amount of likes, comments or shares and, if it links to your website or blog, have a higher than usual clickthrough rate.  Facebook makes suggestions for what posts you should boost in the Ads Manager but as a guideline, the post should have the following qualities: it promotes a product or a service provided by your business, it guides visitors to your website or blog or it spreads awareness of a time-bound campaign such as a contest or a limited time offer.

For example, say you’re a local grocer and you’ve shared a link to a piece of gated content like an ebook of healthy lunch recipes. The post got a lot of traction with comments and shares and you’ve noticed a large amount of downloads - by boosting it you can get greater exposure to content you already know your audience finds interesting.  As with all ads, the post must meet the Facebook Ad design guidelines.

If you don’t yet have a large following, a good objective to consider is to promote your page. When designing this type of campaign, it’s important to get precise with your geographical targeting to ensure you’re not spending your budget serving an ad to an audience who won’t find it relevant.

If your business makes use of special offers to attract customer, consider a campaign to Get People to Claim Your Offer. For a brick and mortar business, this is a great way to connect with an online audience through an offline interaction. Let’s say you operate a coffee shop and want to attract new local customers. You can run a Facebook Offer targeted by city or, if you’re located in the US, you can get even more specific and target people within a specific zip code.

Lastly, if you’re using a campaign to impact website conversions, you must create a Conversion Pixel so all conversions can be accurately tracked and recorded. For example, say you’re launching an ad to get more email subscribers to your newsletter. Before you start your campaign, use the Ads Manager to Create a Pixel based on the action you want to measure. This will create a snippet of code that you would then place on the appropriate sign up page. This way, anytime that page is hit by a visitor from an ad, the conversion will be tracked and reported, providing you with accurate data on the effectiveness of your campaign.