Run a campaign on Facebook
This guide will help you send Identities from Identify to Facebook as part of a custom audience. But before you get started you’ll need to complete the following checklist:
- I have a Facebook business account, with a Facebook account integrated to Lexer.
- I have admin permissions to access and send data to the Facebook business account.
- I have prepared tribes of identities within Identify.
Creating your activation
First, you’re going to navigate to Lexer Activate. Activate allows you to send audiences to social, search, email platforms, and keep up to date on your activation status. Learn more about Activate here.
You get to select one or more tribes to build your audience. In this example we want to target customers with our HIGH SPEND Tribe. If your combined audience size is greater than 1 million, schedule the activation and get in touch with Lexer Support to approve the audience.
Set and forget - auto-updating audiences
You have the option to enable always-on audiences to Facebook, which will add and subtract customers as they move in and out of our tribe. As we’re targeting HIGH SPEND customers in this example, let’s assume we have a really cool offer for them once they reach our threshold (as defined in our Tribe). As a customer reaches this threshold they will be automatically added to our audience, likewise should they fall out of this tribe they’ll be automatically removed from our audience.
Note: Facebook takes their time when it comes to updating audiences. It can take Facebook up to 12 hours to accept an audience, the larger the audience, the longer this can take.
Okay I’ve sent my audience, what next?
Once you’ve sent an audience, you can begin to create a campaign on your Facebook ad account. You will be notified via email you once an audience has been sent. We’ll also email you if something goes wrong. The moment you receive that email your audience should be immediately available in your Facebook Ad account. It may take a few hours before it is ready to use, but you can start making your ad right away.
Let’s get out of Lexer and head over to your Facebook Business Manager and Ads account.
Create your Facebook campaign
Facebook makes regular changes to their ad platform, if anything in this guide doesn’t look right, let our Support team know.
Head to business.facebook.com and make sure you’re logged into the correct account. From here head to the Facebook Ads Manager and click on + Create Campaign near the top left hand corner of the screen.
Set your campaign objective, and add your audience
You’ll notice you’re prompted to select your campaign objective. As we want to reach our high spend customers with a unique offer we’ll select CONVERSIONS. This encourages people to take up your offer. For more information regarding advertising types and objectives read this article on Facebook: Choose your ad objective
Once you’ve chosen an objective, and selected continue, you’ll need to choose an audience. You’ll find your recently exported tribes under the custom audience tab.
Placing your ad on Facebook
After you’ve chosen your audience targeting you need to decide where you want to place your ad. In our example, with our current objective set to CONVERSIONS, Facebook will allow you to place your ad across it’s entire network. Not all objectives will be this flexible, Engagement for example will only permit you to place ads in the Newsfeed and Marketplace. Should you want to customize the placement of your ad you can check EDIT PLACEMENTS and select/deselect all networks. You can even choose to only display your ad on desktops or mobile devices.
Set your budget
When setting a budget you have two options:
- A daily budget: Providing a cap on how much you wish to spend per day. These ads can run continuously, or you can specify a start and end date
- A lifetime budget: Proving a start and end date but you select the maximum you wish to spend over the lifetime of the campaign.
The kind of campaign you’re running will largely influence which option you select. In our current example we’re targeting “High Spend” customers, so this will be an always on campaign and we don’t want to specify a start/end date.
Add your creative and publish
Once you’ve selected your budget, click continue and it’s time to work on creative and copy. You can select a few formats of ads, a single image, a single video, or a slide show (looping 10 second video). After you’ve loaded your visual content scroll down and setup your call to action, and have a look at the preview of your ad. If you’re happy with everything, select confirm and wait for your ad to be approved.
If you enjoyed this article and want to learn about some more Activations, or how to supercharge your marketing output check out these other articles: