Meta traffic ad set-up

Facebook ads: Traffic set up

Use this step-by-step guide when you go to create a new traffic campaign in Ads Manager. Meta best practices are indicated in the playbook with the icon below.

Step 1: Create a new campaign.

• Go to Ads Manager and select + Create
• For your campaign objective, select Traffic.
• Click & continue

.Step 2: Campaign name, special Ad categories, and campaign details

• Give your campaign a name and select a special ad category if you have one.
• Keep the Buying type set to Auction
• Keep the campaign objective set to Traffic

Step 3: Advantage campaign budget

• ?Turn on Advantage campaign budget
• Advantage campaign budget works best when accounts are set up optimally, so if you choose this option, make sure you avoid ad set overlap
• When setting your budget, make sure you allocate enough for your ad to perform its best in the ad auction. During your ads lifetime, it will be served up against other ads trying to reach the same audience. You can help your ad be more competitive in our ad auction by giving it sufficient budget and time to run. Doing so can help our ad delivery system show your ad to different kinds of people in your audience and learn who is more likely to take the action you want.
• Choose highest volume for your campaign bid strategy. The highest volume bid strategy maximizes the results you can get from your budget, so Meta recommends this option when you set up a traffic campaign

Step 4: Choose where you want to send traffic

• ?Select Website when you want the campaign to drive people to a section of your website, like your home page, a product page, or anywhere people can learn about your business
• Select Messenger or WhatsApp if you want more people to start conversations with your business
• Select Calls if you want people to call you directly on the phone
• Select App if you want to send people to your app

Step 5: Optimisation and delivery

• If you don’t have the Meta Pixel set up, set your optimisation for ad delivery to link click's
• If you do have the Pixel, you can optimise for landing page views However, if your Pixel doesn’t fire often, use link clicks instead

Step 6: Bud get and schedule

• Choose a start and end date for your ad Meta recommends running campaigns for a minimum of seven days, but running your campaign for longer than the minimum can result in greater cost efficiency

Step 7: Audience

• Try to keep your audience size broad so the delivery system can find the best people to show your ad to. Check Audience definition to see your estimated audience size
• Over 2 million is a broad enough audience size to aim for, but depending on the nature of your business, you may want a smaller audience size. For example, if you are a local business in a small community who does not ship outside of your location, you may want a smaller audience
• ??Consider a Custom Audience to reach people who have already expressed interest in your business. Learn more about custom audiences. You can also create a Lookalike Audience based on your Custom Audience to find more people similar to your best customers
• Ensure Advantage detailed targeting is on

Step 8: Placements

• Select Advantage + Placements. Advantage+ Placements maximise your budget and help show your ads to more people. The delivery system will allocate your ad set's budget across placements based on where they're likely to perform best.
• If you don’t select Advantage + Placements, Meta recommends you use at least six Placements

Step 9: Ad name and identity

• Name your ad
• Choose you, Facebook Page and Instagram account if you have one

Step 10: Ad set up and creative

• Choose you, desired ad format
• Select you, desired media
• Videos are recommended because they are more eye-catching and make you, ad more engaging. If you don’t have a video, try creating one using you, existing images by selecting Create Video under Media
• Turn Preview on to see what your ad looks like so far. You can see what it will look like in different placements like Feeds, Stories and Reels

Step 11: Ad text, destination, and call to action

• Primary text and headline: Keep your text short so it doesn’t get cut off. Make sure to highlight the value of whatever you’re offering to the audience. Adding description text is optional, but if you do, keep it short and to the point
• Website URL: Choose the exact location on your website that you want people to visit when they click your ad. Check to make sure the URL is correct and working, and that it’s easy for your visitors to take action once they get to your page
• ?If your destination is Messenger, set up your Messaging template. Choose Start Conversations to customise what message people will see when they click on your ad, or Generate Leads to collect information from people so Lou can follow up with them later
• ?If your destination is a phone call, input your phone number
• Call to Action: Choose a call to action that matches the action you want your audience to?take

Congratulations! You’re ready to hit publish