In this section, we walk through the process of setting up an ad and examine the ad parameters.
Ads – The Ads set up is about what’s visible to the end users, it what everyone will see. Another term used for this portion of your campaign creation is “Creative”. This is your promo videos, cover image, ad text, etc.
Format – Facebook allows you to choose between a multitude of ad formats such as:
- Carousel – 2 or more scrollable images or videos. You could use Carousel ads to display different clips of a single video in the same ad or clips of each song off an EP or album. I feel like this format works best with some kind of storytelling but it can work with anything. It’s just a matter of testing to know for sure.
- Single Image – If you were running your album cover or some other graphic as your ad, this would be the option to choose.
- Single Video – Your Instagram videos can be used to run as ads. Video Ads auto-play in the Facebook and Instagram News feeds which attracts attention. Because you pay for impressions, it’s important to make sure users are drawn to your ad. If users don’t take notice and just scroll by, you’re wasting money.
- Collection – This option is more so for product lines you have for sale on a Facebook store on your page.
Videos – It’s important to follow the Facebook/Instagram video guidelines regarding:
Format – This is the file format your video should be saved in: .mp4, .mov, or .gif
Length – Video duration: Varies by Placement.
Audience Network: 5 – 120 seconds
Instagram Stories: Up to 60 seconds
Instagram Feed: Up to 120 seconds
Rewarded Videos: 3 – 60 seconds
Aspect Ratio – The size Facebook wants the video to be which also varies by Placement. You don’t want your video showing up with black bars because it doesn’t fill up the screen.
Website URL – This parameter allows you to determine where you want traffic to be directed. You’re given two options:
Website: Takes users to a webpage
URL Builder – Identifying which links are driving results is imperative to tracking the success of your marketing campaigns. URL Builder allows you to tag each destination link with identifying information like the ad campaign, Ad set, and Ad names so you know where results are coming from.
Text – In this section you’d provide more information to the user like the when, where, why, etc.
Headline – The Headline is optional and doesn’t really serve a purpose when you’re running video ads because the video is what attracts attention. The next step for the users is to get more information. You can supply the information a user needs in the section for Text which allows you to say more. Headlines have a 40 character limit.
Sometimes with the Text and Headlines advertisers focus too much on getting users to click without emphasising targeting. Yes, if you get more users to click, you’ll pay less per click but if those users don’t convert you still end up wasting money.
If you run an ad with text that’s a mini essay about bullying, you might inspire a conversation about bullying. You might get tons of engagement like comments, likes, etc. but people may not even think to click your link. Your music may end up getting ignored as users go back and forth in personal discussion in the comments of your ad.
Keep it short, sweet, and straight to the point of what you want users to do.
Display Link – Optional feature that allows you to show the destination link to users viewing the ad so they can see which website they’d be going to. This option doesn’t really matter and I usually skip it.
News Feed Link Description – Another optional feature I usually skip. It’s just text that provides information to users about the web page they’ll be visiting.
URL Parameters – This feature is redundant if you’ve already tagged your links in the section where it says “URL Builder”
Call to Action (CTA) – This is the parameter that tells users what you want them to do. You’ll find options like: Download, Shop Now, Watch More, etc. Choosing the right Call to Action can have a great impact on your ad’s performance. If you put Download and users aren’t interested in Downloading, they may not click. Change Download to “Listen Now” or “Watch More” and it may have a major positive impact on performance.
Conversion Tracking – You should already have your Facebook pixel set up and integrated into your web properties. Because you’re goal is to drive traffic to a webpage and/or get conversions, this parameter should be set to Facebook Pixel.