Creating a Facebook/Instagram Campaign

Step by step walkthrough for using your S&O account to set up a Facebook Dynamic Product Ad campaign

Updated over a week ago

To start creating a Facebook Campaign, navigate to Facebook Campaign Manager > Campaigns and then click Create Campaign:

Part one of setting up the campaign is the basic settings including Campaign Name, Status (Active should be your default), currently Facebook only allows for a Lowest cost Bid Strategy, and then finally Daily Budget.

Click Create Campaign once all set:

In part two, you'll be configuring your ad set, starting with Ad Set Name, Status, choosing to run ads on either or both Instagram and Facebook and then a Start Date for your campaign to begin running:

When creating a campaign, our app will automate three key audiences or segments for your campaigns which all become unique Ad Sets

  • Prospecting: Your general audience, targets a general population of people on Facebook who are most likely to buy from you

  • Look-Alike: Only available when you have enough history from your Facebook Pixel - our app will continue to try and build this audience automatically over time as your Pixel collects enough data. Targets a percentage of potential shoppers that do not fall within your primary audience - but who may closely match your general target

  • Retargeting: Ads in this set will only be delivered to previous store visitors after they have left your website and returned to Facebook. This could include visitors, previous buyers, and even cart abandoners

Once done with the above basic settings, scroll down to Targeting to begin with your settings for Gender, Age Range, and Language:

Next, choose your desired Location Targeting. When typing into the field available, it will automatically suggest settings for what is available from Facebook:

After this you can further refine your audience by applying Demographic, Interest, and/or Behavior conditions. Typing keywords into the fields provided will display suggestions below to select from.

Important Note: While you can apply custom targeting criteria to your Facebook/Instagram Ad Sets, it is actually recommended to use AS FEW custom targeting criteria as possible.

With that, we only suggest applying the following criteria and ignoring other options such as interest or topic targeting:

  • Age

  • Gender

  • Language

  • Location (Inclusion and Exclusion)

Once you are all set, scroll down and select Create Ad Set to finish up.

The final step will have you setting up your Ad:

In this step, you'll select your Page, name your Ad, set a Status, and then click Create Ad to finish up. 

Important Note: Your Campaign, Ad Sets, and Ad will enter a review state with Facebook which can take some time to complete. Use the Status filter in either of the tabs in Facebook Campaign Manager to review the status over time:

The app will display a preview of what your ads may look like on Facebook. Here's a quick example of what ads look like across Facebook and Instagram:

Dynamic Ads on Facebook are capable of displaying either single product images or a carousel style of images. The products displayed are automated using Facebook Machine Learning algorithms to ensure the most relative products are displayed to the proper audience:

Because Instagram is a mobile-bound shopping experience, the ads displayed are geared towards that type of engagement. Typically only a single image format is displayed:

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