Creating a New Messenger Ad Campaign in Facebook
Welcome back chat about fans in this lecture, we're gonna go in and actually build out a new campaign in facebook as managers. So let's go jump right into the computer. So I'm in facebook ads manager for a client account and I've manipulated the data a little bit. Change the date ranges, so we're not showing any data that I'm not allowed to show. But if you don't have as manager set up for a business page, go ahead and log in, set that up. Um it's really really straightforward to create an an ads manager account you put in your billing information so on and so forth. It's very straightforward. This is not meant to be a complete a tutorial on how to use facebook ads manager. That's a whole separate can of worms altogether. But I do want to show you how to create click to messenger campaign so we could then use them with mobile monkeys. So I'm in the under the campaigns tab you have four tabs here, account overview, campaigns, add sets and adds and I'm gonna be under campaigns for the ri...
ght account and I'm gonna just click create campaign and I'm gonna name this campaign and the first thing you need to do is choose your objective. Okay, so we're gonna always be, I'm gonna be creating a new campaign. You could use existing campaigns to duplicate certain settings. You have the option to switch to quick creation, which I don't like doing. But basically right down here under this consideration. Middle panel at the very bottom, you have something called messages, you need to select messages as your messages type. If you don't do that here, you will not be able to change it later. You'll have to create a new campaign. So we're going to name the campaign. Um AMG Messenger ads. Okay. I have the option to have the option to create a split test or do budget optimization, both of those things. I'm going to leave off because I wanna be able to control budget at my asset level. Um because we're gonna see how we're going to set up the ad groups and the assets, click continue and now you set up your first ad set naming assets is it's it's a good practice to just come up with some naming conventions for who your target audience is going to be. So let's say this is for re marketing. I'm marketing to previous website visitors. That might be one thing. If you're the marketing to people under a certain age group, that might be another thing. So I'm going to create an ad set for men and I know that I'm gonna put this at set at aged 35 and up in the US. And if I do end up adding additional interests, I'll update the ad set name under messages. This is where you could choose the type of ad you're creating in this ad set, click to messenger or sponsored messages. Remember we spoke in the previous lecture about these two different formats click The Messenger is where you want to be 95% of the time. This is where people are going to see an ad in their news feed, the desktop newsfeed and mobile news feed instagram, click the add and pop up a messenger window connected to your chapel that you were going to build a mobile monkey. So you go ahead and select click to messenger And now you have your audience. So I'm gonna create a custom audience. I'm going to click OK everyone in the United States. I want to do and up. And now the reason I'm doing this is because I know this, I know this company, I know this client, I know where they get the most performance. I know that certain groups of types of people, demographic breakdowns, we'll have more volume and we'll have more engagement. Um and and end up looking more services. So I want to be able to control the budget for those different segments. I'm gonna choose men and english speaking. We could talk for hours how these interest and behavioral targeting settings work. But just as an example, if you see here, these are previous ones that I've used like we had, we're running a campaign for this client for the electric daisy carnival. So people who were interested in that carnival that was happening in Vegas. We ran a really heavy campaign during the days of that carnival promoting our service to carnival attendees and there's lots of different ways you can set up this targeting. So for now I'm gonna narrow this audience based on people who have shown interest in alcoholic beverages. Okay. The theory is that people who are engaging with the beverage brands, alcohol brands on facebook liking commenting are also people who probably are more into drinking in general, which means they're probably people who are more likely to get hangovers, which means that they might be more likely to be interested in our service for aiba hydration. And there's gonna be lots of different assets that target different types of uh drinkers and then different types of people who are in the market for I. V. Therapy for different reasons. But let's if I go into detail targeting and just start typing alcohol, I get alcohol is an interest. Um let's see, let's see alcoholic beverages, that's what I want to do. So it shows me a size 363 million people. Um I'm gonna click that and add that and it's showing me that my audience segmentation is still rather broad at million potential people. But that's okay. Um we could go we could go in and continue to work on this audience and refine it over time and we're going to test different audiences in different ad sets. Um I could have, I could save this audience but I don't need to say that right now. I recommend leaving it on automatic placements which will allow the ads to run in in facebook in instagram and in Messenger. Okay. Messenger ad campaigns by their nature do not have the audience network available so there's no reason to edit that. I usually do remove the audience network and I just don't like it and it doesn't perform as well. But in this case when you're doing click the Messenger ads there's no reason to edit the targeting. You can just leave it on automatic placements. You're gonna give a daily budget to your ad set. Okay that's how it works on facebook. Every ad set has its daily budget back in google ads. Every campaign has a budget. Not every ad group in facebook, your ad set, you could set these budgets at the asset level so I'm gonna put a budget For now. Just $100. Obviously your budget will be will will be based on what you could spend or what your marketing budget is. I am not going to have a start and end date and under advanced option there's a few different things we could do your very limited here with Messenger ad formats with what you could do in terms of bid strategies and and and how you get charged etcetera. But I could set a bid cap. I could say that I only want to spend x amount of dollars per reply per engagement. So I'm gonna do that and I'm gonna start that off with a dollar 50 per reply. Remember that doesn't mean a dollar 50 per messenger click because not everybody who clicks the ad and gets that messenger bot sent to them is going to reply. I want to try to optimize this for the lowest for a big cap of a dollar 50 facebook will be optimizing my campaigns. They'll be auto bidding for me to get the lowest cost possible per reply. But I'm telling them that I want to cap that at a dollar 50. If you cannot get replies for less than a dollar 50 year reply, then don't don't keep spending $100 a day. I'm gonna go back in and re adjust the settings and try to optimize the campaign to be a lot better. And we're going to click continue. That's our ad set, our first ad set. And now we're up to identity. So you're creating one, you're creating your creative now you're creating your ad inside your ad set. So I'm going to call this ad, how many minutes or or how long does it take rather? And I'm gonna tell you why in a minute, why were you aiming at this? I could use an existing post from our facebook account and I can select the post down here or I'm going to create my own ad and in most cases you should be creating your own ad because your ad should be formatted specifically for facebook before we get to the ad format. Identity. Make sure your facebook pages of, make sure the facebook page of your company is selected. And then also you can select the instagram account that you want these ads to be associated with. When your ads show up on instagram Under format. We have a few different options. We have the carousel where you can have multiple images in the scroll to the right and left. You have a single image, single video and a slide show where you have looping video with up to 10 different images. All these formats could work really well. We're gonna go with a single image for the sake of demonstration purposes. If you have great video, great video could work. Good video could work really well and be really engaging. And facebook actually has a new like fun little feature that allows you to turn single images into like sort of video like productions and you can check out their template gallery by over here using clicking use templates below. But we're gonna go with a single image. The next step we need to do is upload our image. x 628 pixels. I want to pause here because we're gonna go in the next lecture and actually design it after this campaign and I'm gonna talk to you what this whole campaign is about what I have in mind for this specific ad. Why I want to design in a certain way and how I intend to use mobile monkey as part of this entire process. So I look forward to seeing you guys very soon in the very next lecture.