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Written by
Giuseppe Gurrieri

6 Essential Steps to Build the Right Facebook Pay-Per-Click Ad Campaign

Publisched on
July 20, 2021

A famous quote by Steuart Henderson Britt says doing business without advertising is like kissing a girl in the dark, you know what you are doing, but others do not. Asides from helping you to get your content before the right target audience, there are also lots of benefits that your brand will stand to gain if you decide to use the Facebook pay-per-click ad campaign.

If you are feeling a bit anxious because you have not created a Facebook pay-per-click campaign before, do not break a sweat over it. Because the tips that we will share in this article will guide you through the entire process, you will also get to understand what Facebook Ads Manager means and how you can set up a Facebook ad campaign in Ads Manager.

Without any further ado, let us get down to business.

What is Facebook Ads Manager?

A Facebook Ads Manager is the area or space where you will need to create and manage your ad campaigns.

How to create a Facebook pay-per-click campaign

Facebook Pay-Per-Click

Step 1

Map out your campaign objectives for your Facebook pay-per-click campaign

There are many campaign objectives that you can choose from Facebook that perfectly suits your advertising goal. For instance, let's imagine you want to drive traffic to a specific physical location. All you need is to use the Store Traffic to accomplish that goal. But if you want to drive traffic to a particular website, then you should use the conversions.

When crafting an ad campaign for your brand, choosing the right objective should come top. Remember the following tips when mapping out your campaign objectives.

Brand awareness is key

Your primary aim should be to get your business in front of as many people as possible. It will help you create better brand awareness around what you have to offer.

Consider the Traffic:

The traffic that Facebook campaigns generate is usually enormous. Leverage this and get people moving from your Facebook page to your website.


You can increase the level of engagement that your campaign will generate by motivating prospects to either comment, like, or share your post.

Installation of Application:

You can use your Facebook ads to direct people to app stores that will enable them to download your app.

Increase your video views:

Give your Facebook videos a big boost by targeting prospects that have the best odds when it comes to watching your content.

It can be used as a lead generation tool:

You can use forms to provide leads through your Facebook campaigns that you can choose to follow up on much later.

Send the right message:

With the ads displayed on Messenger, Instagram, and WhatsApp, you can directly establish a connection with new prospects.


Encourage your target audience to take the right step when it comes to the product your brand offers, regardless of whether it's deciding to start a free trial or purchase a product.

Catalogue sales

Your goal here is to show off the products online through the help of ads that inspire people to browse and buy something.

Store traffic:

Your objective when it comes to storing traffic is to aim at locals and have them stop by your physical store to patronize your business.

Step 2
Generate a name for your Facebook ad campaign

Having several name conventions while running your campaign will make things easier for you to organize things as you scale and run more campaigns. It will equally position your brand for hyper-efficient reporting when it comes to analyzing your results.

Key things that you need to include in your campaign includes:

  • Client name/website
  • Facebook Page
  • Creative type
  • Custom audiences
  • Target audience/location

These examples will provide more ideas for you which will help you maintain an organized campaign.

Step 3

Set the budget and time frame of your campaign

To achieve this, you will need to click the link that says, "Change Campaign" and then click the button that also says, "Create a New Campaign".
It will give you the chance to create names for your campaign that will be easy for both you and your staff to remember when multiple campaigns start to pile up.
After that, you can then choose a budget that you feel is most suitable for your campaign. You have the option of either choosing a lifetime budget or a daily budget. Another adjustment that you will need to make is the start and end dates.

You can even choose the start, and end date, set a budget, and let the campaign run on autopilot.

When it boils down to bidding and pricing, there's isn't much to do. You only need to ensure that you've set the options to "Automatically optimize your bid to get more clicks". Once you're done with that, the next option is to hit the green button that says "Place Order" button, and you're good to go.

Note; Facebook will review the content of your ad campaign, and if it's good enough, they will send you approvals. They usually do this within an hour, except on days where they are busy, then the launch of the ad could be delayed for a couple of hours. Again, you need to ensure that you're cautious about your spending. The reason is that if you spend too much, you may not have enough budget to run more campaigns in the future. On the flip side, it will be difficult for you to get the desired result if you spend too little.

Step 4

Know your target audience

Facebook Pay-Per-Click

The first thing that you will need to do here is to enter the area's zip codes that you want to target. The zip codes will need to be entered individually until all are in there. Next, you will need to choose the range of ages of the target audience that you want to see the ads. It's necessary because you don't want to waste any resources advertising to kids who will most likely not be interested.
While making the necessary target audience adjustments, you can decide to explore these options;
Create a new Facebook target audience.
Use a Saved Audience
While building your target audience from scratch, Facebook will show you the estimated daily reach. It will also let you know if your target audience is either small or large with the help of the meter that is displayed on the right side of the page. You can equally target demographics, behaviours, and likes or interests on Facebook. With this, you will be able to create prospects that are specifically targeted for your campaign. Audience targeting is one of the most vital things that you can do while advertising on Facebook.

Step 5

Choose the A/B test, special ad categories, and optimize the budget of your campaign.

Facebook Pay-Per-Click

Below are the necessary decisions that need serious consideration with regards to the campaign;
A/B testing
Special ad categories
Campaign budget optimization
The primary thing that you need to do here is to ensure that your advertisement will fall under a particular category because most ads won't do so. Deciding on whether you will need A/B testing is the next thing.

What is the need for an A/B test?

Facebook PPC

An A/B test will give you the golden opportunity to run different experiments and gather data that displays the best-optimized strategy. This move is essential because it guarantees that your campaigns will run as smoothly as possible.

After the A/B test comes the campaign budget optimization; whenever this feature is activated, Facebook will then define the medium by which it will distribute your campaign budget to your numerous ad sets. If you don't opt for this, you can determine how much money will go to each ad set.


Facebook Ads Placement

Facebook Ads Placement

Here, you will need to choose where you want your ads to be seen. The choices that you make will be limited to your campaign goals. You will have to decide between manual and automatic ad placement in the Facebook Ads manager. Facebook already has automatic placements set by default to provide you with the best results. If you prefer another option, you can pick your desired placements.

Below is a list of available placement options;

  • Social media feeds
  • Facebook News Feed
  • Facebook Video Feeds
  • Facebook Right Column
  • Instagram Feed
  • Facebook Marketplace
  • Instagram Explore
  • Messenger Inbox
  • Stories
  • Facebook Stories
  • Messenger Stories
  • In-Stream Videos
  • Instagram Stories

Facebook does excellently well auto-optimizing your ad placements. However, it is still crucial that you often play around with split tests to determine where your ads have the most significant impact.

Last but not least! After you must have followed all the procedures listed in this guide, don't forget to pay close attention to your campaign creation process. This is where you will get to select your desired Facebook type of advertisement. You can also choose to modify it by inserting your ad images, video copy, and other types of ad creatives.

Suggested Articles:

Smart Steps To Use LinkedIn Message Ads For Getting Into LinkedIn Inboxes

Facebook Groups Guide: How To Get the Most Out of Your Facebook Group



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