How-To Guide for Facebook/Instagram Ads PDF

**How-To Guide for Facebook/Instagram Ads** **Step 1: Create** - Select **Create** and choose your **Buying Type**. - **Buying Type** will always be *Auction*. - Choose your **Campaign Objective**. - **Campaign Objective** will almost always be *Traffic* - Select **Continue**...

**How-To Guide for Facebook/Instagram Ads** **Step 1: Create** - Select **Create** and choose your **Buying Type**. - **Buying Type** will always be *Auction*. - Choose your **Campaign Objective**. - **Campaign Objective** will almost always be *Traffic* - Select **Continue**. **Step 2: Choose a Campaign Setup** - [ALWAYS] select **Manual Traffic Campaign** - This will allow you to set up your ad the exact way we need to. - Select **Continue**. **Step 3: Creating Your Campaign** - Add your **Campaign name** - The names of your *Campaign, Ad Set* and *Ad* should all be the same. Go ahead and copy the name you choose for your *Campaign* and paste it into the names for the *Ad Set* and *Ad.* - Format: \[Club name, Program/Event, Month + Year\] - Ex: *Chateau Summer Camp June/July 2024* - Do [not] select anything in the **Special Ad Categories** box. - Do [not] select anything in the **Campaign Details** box. - **Buying Type:** *Auction* - **Campaign Objective:** *Traffic* - Do [not] turn on **A/B Testing** - Do [not] turn on **Advantage Campaign Budget+** - Select **Next**. **Step 4: Creating Your Ad Set** - The Ad Set should already be named, but if it's not, name it the same as your *Campaign*. - **Conversion** - **Conversion Location:** *Website* - **Performance Goal:** *Maximum Number of Link Clicks* - Leave **Cost per result goal** option empty - Do [not] turn on **Dynamic Creative** - **Budget & Schedule** - ALWAYS select *Lifetime Budget* - Set the *Lifetime Budget* for your ad (see below for more information about budgets/schedules) - Set your **Schedule** for the dates and times that you want the ad to run (see below for more information about budgets/schedules) - Do [not] select the box for **Budget Scheduling** - **Ad Scheduling:** *Run ads all the time* - Skip over the **Audience Controls** option and go to the **Advantage+ Audience** section. - Select *Switch to original audience options* - Depending on the club, program/event and the demographic you are trying to reach, there may be a saved audience that you can use instead of creating a new audience. Look here first to see if any saved audience options apply to the club and program/event that you are setting up the ad for (see below for more information about defining your audience/demographics). - **Placements** - Hover your mouse over **Advantage+ Placements** and select *Edit* - Switch to *Manual Placements* - Under **Platforms** select only the platforms that the club has (Facebook and/or Instagram). - De-select *Audience Network* and *Messenger*. - Under **Placements** only select *Facebook Feed* and/or *Instagram Feed.* - De-select all other boxes. - Select *Next*. **Step 5: Creating Your Ad** - The *Ad* should already be named. If it's not, name it the same as your *Campaign* and *Ad Set*. - Do [not] turn on **Partnership Ad** - **Identity** - Select your *Facebook/Instagram* *Page* identity - **Ad Setup** - **Creative Source:** *Manual Upload* - **Format:** *Single image or video* - De-select *Multi-advertiser ads* - **Ad Sources** - Add your **Website URL** - This is where the link for the ad will redirect those who click on the ad. Usually goes to the website page for the specific program/event. - Do not do anything with **Site Links** - **Ad Creative** - Add your **Media** (usually one picture) - Crop if your media if needed. - Turn off all optimizations [EXCEPT] *Visual touch-ups* - Select *Done* - Add your **Primary Text**. This is what will show up as your caption on the ad. - Add Your **Headline** - Add your **Description**. This will be the same as your **Primary Text**. - **Call to Action:** *Sign Up* - **Info Labels** - Select *Edit Info Labels* button - Do [not] select anything in the *Custom info labels* - Select *Next* - De-select all info labels in *From your profile* - Select *Done* - Skip over **Advantage+ Creative** section - **Destination** - Select *Website* - Make sure the website URL is to the correct page. - Do [not] enter anything into the **Display Link** (this can prohibit your ad from being published) - **Browser add-ons:** *None* - Do not turn on **Languages** - **Tracking** - Make sure *Offline Events* is selected - Turn off *Website Events* - Select *Publish* - Meta will review your ad before it goes live to make sure everything is set up properly and that there are no discrepancies. You will receive a notification that your ad has either been approved and scheduled to publish or if there is an issue needing to be fixed before the ad can run. **Budgets/Schedules** - Most clubs/resorts receive an \$800 budget from CDT to use towards ads each year. It's crucial that the budget is properly allocated to programs/events needing to be promoted so they do not go over the \$800 budget set. - Full-service clubs (TASC, JNCC, Weston) can go over this \$800 budget, as they usually will pay for ads with their club account, if they go over this \$800 limit. - For programming, we typically run a \$50 ad for 1 week to promote upcoming programs. This can be for Junior Programming, Tennis/Pickleball 101, or even a new Adult Program (tennis/pickleball/padel) where we're trying to generate interest from out the club/resort membership. - For tournaments/events, we typically run a \$50 ad for 1 ½ - 2 weeks. This can be for an upcoming tennis tournament such as Racquet Wars, an upcoming pickleball tournament at the club, a mixer event or a membership event such as a 4^th^ of July celebration, or maybe even a Fall Festival event at the club. - It's important to note that we do not run ads for USTA and UTR tournaments. - Summer Camp is one of our biggest revenue drivers, and a high priority for many of our clubs. We typically allocate about \$400 of the annual budget towards summer camp. - The budget and schedule for each ad can be adjusted for certain programs and events, depending on their importance to drive in sign-ups. - For example, with Summer Camp, we typically run a \$100 ad for 4 weeks at a time in intervals. To hit our goal of spending \$400 on Summer Camp, we will run this budget and schedule 4 times over the course of the late spring and summer seasons to generate early interest in the camp and throughout the summer for the best chance to continue gaining signups as the summer season progresses. **Defining Your Audience/Demographics** - It's crucial that we make sure we're reaching the best target audiences with our ads to ensure that interest and signups are generated. - When defining your area demographic, you want to make sure that you are targeting people who are within a relatively close distance to the location of the event or program being promoted. The closer they are to the location, the more likely they will be to join or sign up. - It's also important to target people who have an interest in what it is that you're promoting. For example, if you're promoting an upcoming pickleball tournament, you should define one of your interests as "Pickleball" to ensure that people within the targeted demographic area who enjoy playing pickleball are going to see your ad. - Additionally, it's also important to make sure you're targeting individuals within a certain age range who may be interested in your event/program. - Ex: If you're promoting a junior tennis program that offers classes for kids ages 4-12, you should add the interest of parents with children within the age ranges that the program is catering to. (Parents of pre-school children 3-5, Parents of elementary aged children 6-11, Parents of middle school children 12-14). - Defining these demographics will ensure that your ad is reaching those who will resonate the most with the program/event.