This document provides instructions for setting up a basic "Page Likes" campaign on Facebook. It discusses choosing a goal, uploading image ads, writing compelling ad text, selecting ad placements like desktop newsfeed and mobile newsfeed, targeting audiences by location, age, interests and behaviors, setting a daily budget and bidding strategy, and finally placing the ad order. The goal of these campaigns is to generate more likes for a Facebook page.

1. A How-To Guide for
Setting Up A Facebook
“Page Likes” Ad
Campaign

2. Segmenting campaigns
by desired goals is best.
For example, if your goal
is to generate likes and
increase sales, set up 2
separate campaigns for
each of these conversion
types.
Choose Your Goal

3. Goal
For this example, we’re
going to set up a basic
“Page Likes”
campaign.

4. Upload Your Image Ads
Like AdWords, running multiple image ads parallel to each other is a
best practice. This enables you to run ad tests and determine which
ads work better to achieve your goals.

5. Ad Text
● Limited to 90 characters.
● Facebook ad text should be
much more exciting and
enticing than AdWords.
Users are not actively
searching for these
products, so jumping out to
them in your ad copy &
images is crucial.

6. Ad Placements
Desktop News Feed Mobile News Feed
Right Column (Desktop Only)

7. Desktop News Feed Ads
● Can send traffic to:
○ Facebook pages
○ Facebook posts
○ Facebook apps
○ Facebook events
● Also available for
retargeting
● Sponsored Story pages,
posts, apps, & events

8. Mobile News Feed Ads
● Only ad type
available for
mobile
● Sponsored story
pages, posts,
apps, or events

9. Right Column Ads
● Great for
promoting
outside websites
● Also can be used
to promote
Facebook pages,
posts, apps, and
events
When choosing an image ad for Right
Column placement, avoid using images
with text or small objects because of the
small size.

10. Which Placement Do I Choose?
● Generally, pricing goes as follows (from most
expensive to least expensive):
o Desktop News Feed
o Mobile News Feed
o Right Column
● Depending on the campaigns objective and what you’re
trying to sell or promote, placement location works
differently for everyone.

11. Where Should I Drive Traffic?
● The general rule of thumb when deciding where to send
your ad traffic:
o Branding purposes → Facebook Page
o Driving non-Facebook conversions → Outside
Landing Page
● However, if your Facebook page is not very active and
isn’t posting new content at least once every few days,
it probably isn’t worth sending traffic to. Instead, send
them to your website.

12. Audience Targeting
● Location
● Age
● Gender
● Language
The “Audience Definition” area tells you how
broad or defined your reach is. Pay attention
to this because it’s easy to make your reach
far bigger than you should.

13. More Demographics
● Optional targeting
● Very specific
● Great addition to
the other forms of
targeting if your
reach is too large

14. Interest Targeting
Choose from a list of
categories….
….or search for
specific
pages/interests.

15. Behavior Targeting
If you want to narrow your
reach even further, use
behavior targeting. You can
target people based off of
purchase behavior, intent to
buy, device usage, etc.
If you’re selling a certain
type of product, such as
shoes, you can choose to
target the category,
“Shoes”.

16. Connections
In this section, you can define your
reach even further by choosing
people with a specific connection (or
none at all) to your Facebook page.
The Advanced connection targeting
option allows you to (1) specifically
target people associated with an app
or event name you host; (2) exclude
people associated with an app or
event you host; or (3) reach friends of
the users who have “liked” your page.

17. Budget
*There is no “minimum spend” on Facebook ads.
After entering your daily budget,
your estimated daily reach will be
shown in the right-hand column.

18. Bidding
● Choose the type of bidding you’re used to & feel most
comfortable with. (This won’t affect the price.)

19. Bid Pricing
● Choose to either optimized bidding (automatic),
or to manually set your bids.
● If you set your own bid, choose a bid
somewhere inside of the suggested bid range to
start. (You can always adjust the bids later.)

20. Place Your Order & Submit
● Double-check all of the settings & targeting
options, and you’re ready to place your
order!
● It usually takes only a few hours for your ads
to be approved.