Now that your Adphorus account has been successfully set up and linked to your Facebook pages, it’s time to set up your first ad campaign. When you click on ‘All Campaigns’ under the "Campaigns" tab in the main menu, the following screen appears:
Since we have no campaigns running, we are prompted to create one. You can click the "Create Campaign" link in the left sub-menu.
To make things easier, Adphorus is designed to setup campaigns in a step-by-step process and there’s an indication of the current step at the upper right side of the page.
The five steps, with the corresponding data to be entered on each page are:
We’re going to be going through the very basics here and only putting in the very minimum information that’s needed to run our first campaign. Our first campaign, albeit bare bones basic, will still be designed to achieve a higher ROI than using the native Facebook tools only. More information on getting the maximum ROI and applying the optimum settings is provided in other articles. The first page asks us for some basic information about the campaign.
Step 1 - Information
First of all you need to name your campaign.
Tags help you to find your campaign faster later on, on both Campaign List and Reports section. Tags don't affect your campaigns' Facebook performance so it's totally optional to use them.
Select the brand of your campaign. Brand is again an Adphorus field which helps you to categorize your ads. You can consider brands as categories. If the brand you are looking for is not listed here in the dropdown menu, then press the plus on the right-hand side and create a new brand. You can also add a new brand from the main menu following the path "Settings > Brands".
After you have selected the ad account, the first step in doing this is deciding which type of campaign you want to run based on your desired result. This is an important decision. The choice you make should answer the question ‘Why am I running this ad campaign?’. What do you want people to ultimately do? Do you want them to visit your website, install your mobile app, buy your product, or like your Facebook page? There is a list of objectives that Facebook, and hence Adphorus, lets you choose from. Don't forget that you should choose the campaign type first (Auction or Dynamic Post Boosting).
Then, you will have to decide whether or not you want Marvin to work his magic for this campaign. Since we're only concentrating on the basics here and not going into any amazing performance-enhancing features, we will leave Marvin for later and create our campaign without it.
Ad Rotation is an Adphorus product that enables your ad to be shown with a rotation according to the rule you set, so that the ad won't be shown to the same audience and cause ad fatigue. You can enable it by clicking on the button next to it. If it's blue, that means it's activated for the campaign and don't forget that it can't be disabled once it's activated.
Beneath Ad Rotation, the Schedule part is available. While scheduling your campaigns you need to keep in mind that the Ad Account's timezone will be used for the campaign. So if you're creating the campaign for different timezones, you need to adjust the start time (and if you add it end time) accordingly. Don't forget to Pause your campaign if you don't want it to start delivering as soon as you click on the "Create Campaign" button at the last step!
You can enable UTM by going to the bottom of the page and clicking on "Set up UTM Settings".
Adphorus enables you to set your UTM taggings dynamically. If you set such a UTM tracking as below, then you do not need to set UTM tags one by one for each of your ads under the campaign:
According to the above settings, Adphorus will detect the visitors' targeting name and campaign name dynamically and add these data to the URL. Therefore, you do not have to reset your UTM tags one by one for each target group or ads. You can see dynamic variables that can be detected and added to your destination URL by Adphorus by typing "%" in 'Value' input areas.
Then we’re ready to go on to the next page by clicking the "Ad sets" button at the bottom of the page.
Step 2 – Ad sets
When setting your ad sets, you are trying to figure out which type of people would most likely be interested in your ad. You can sort your audience in very broad strokes, for instance men between the ages of 18 and 45. Or you can narrow it down considerably by adding some additional filters, like 'interested in action games'. The mask gives you virtually every filter for defining your ad sets as precisely as you want.
Any ad sets that you created before is automatically saved to your Adphorus Ad Sets Library. This feature allows you to reach any of your pre-set target groups by clicking on the "Load from Library" button on the top-right side.
It is worth briefly pointing out here that Adphorus offers some features that Facebook’s Ads Manager don’t offer, such as auto-splitting options. There are six options to auto-split your target audience. You can automatically split them by locations, gender, age groups, interests, language, custom audiences and placements. Let’s say you chose Germany as a Location, if you add France without splitting, system will create a target group which will include the users living in those countries both. "Automatically Split by" option will help you to split them and the total number of targeting combinations will be shown in the right-hand column as seen below:
Let's get into details about the targeting options for ad sets now.
First of all it is essential to know that 'Interests' and 'Behaviors' are two different targeting options on Facebook:
Interests allow you to customize your target by what they are into. This could be anything like technological devices, a hobby, an activity, a food etc. Here "Travel" can be selected as an interest option.
Behaviors help you to customize your target by what they are up to do. So, if you choose "Frequent International Travelers" as 'Behavior', then you will be reaching to the people who are traveling internationally and frequently thanks to Facebook's tremendous data collected from its user base.
If you want to create an intersection of "Interests", "Behaviors" or "Life Events", then you should use 'Narrow Further'. This feature allows you to choose from 'Demographics', 'Interests', 'Behaviors', 'More Categories' or 'Work'. If you have selected ‘Travel’ as interest before and then decide to narrow it by selecting people who are also interested in ‘Motorcycles’, then you can use this area.
Below 'Detailed Targeting', there is one more feature to help you limit your targetings. 'Exclude People' consists five main targeting types which are 'Demographics', 'Interests', 'Behaviors', 'More Categories' and 'Work'. Your selections will discard any sub-category from the target.
So assuming you have entered all the necessary targeting criteria that you think are relevant for your ad campaign, and you saved your target groups, you can click on "Creatives" at the bottom and go on to the next step.
The available placement platforms on Adphorus are as listed below:
You can set details for your target audience such as mobile devices or wireless networks as well. You can choose or exclude specific device types of iOS or Android in the mobile devices option if needed.
Step 3 – Creatives
In this step, you create and design the ad to be shown and add some features to it. The objective shown is the one you selected in the first step when you put in the basic information.
You have some options for Creative Type like Page Post Ad, Collection Ad, Story Ad and Search Ad. The available types change according to the objective you choose.
'UTM Settings' part on Creatives help you to set UTM tags for each creatives separately. If you set a generic UTM tagging on the campaign level (as shown in the first step above), then your specific UTM tags on Creative level will surpass the campaign level settings.
If your campaign objective is "Website Conversions", then you will see that your "Tracking" setting is automatically marked as “Facebook Default”. This means Facebook automatically tracks your onsite conversions. If you rather choose another objective, then you need to check "Use Offsite Pixels" and select your Pixel code in the following list:
Remember that you can add multiple creatives. Afterwards you will be asked to match your creatives to the corresponding target groups on the last step of campaign creation process.
Let’s continue by clicking the "Budget" button at the bottom of the page.
Step 4 - Budget
Now is when you have the chance to determine how much money you want to spend. You can also set a 'Spend Limit' for your campaign in order to stop spending once your campaign reached to its spending limit.
If you want your campaign to run on certain days, then you can check them under “Ad Scheduling” by clicking the “Run ads on a schedule” option.
Afterwards, you need to make your selections for the following options depending on your campaign objective:
Optimization Goal ("Optimize Ad Delivery For"): What the advertiser is optimizing for (i.e. offsite conversions, website click, etc.)
Billing Event ("Pay Per"): What the advertiser is paying per (pay per impression, pay per click, pay per video view, etc.)
Bid Amount: The value that the advertiser is bidding per billing event.
Delivery: Standard delivery is the default and recommended option. The pace is adjusted in order to show your ads throughout the day. Accelerated delivery uses full bid amount to boost your ad spend and help you with more auctions earlier. It's suggested to activate Accelerated bid in the most competitive times of the year such as Black Friday, Christmas, Valentine's Day etc.
Once you are done with the budget and bid settings, let's continue by clicking "Ads" at the bottom of the page.
Step 5 – Ads
Assuming that you had more than one creative and/or more than one target group for this campaign, you have the opportunity to adjust the campaign's ad sets and ads on this page. You will need to match each creative with the corresponding ad sets by clicking on the related checkboxes on Ad Sets X Creatives matrix. This matrix helps you to place a creative under more than one ad sets easily with only a few clicks.
Once you are done with the settings above, click "Create Campaign" button to go live with your campaign!