The document provides instructions for creating an ad campaign with multiple creatives using Ad Espresso. It explains how to set up an Ad Espresso account, choose campaign settings like objective and tags, design multiple ad variations by combining headlines, text, images and videos, and set the destination URL and call to action. Key steps include uploading assets, adding additional elements by clicking icons, and testing different combinations of elements to maximize effectiveness and efficiency.

1. How to easily create
an ad campaign
with multiple creatives
using Ad Espresso
Photo by Neven Krcmarek on Unsplash

2. Hi there!
Welcome to your
Ad Espresso
tutorial!

3. Before we begin,
here are some
relevant facts

4. about AdEspresso –
the company and
the app.

5. What is

6. AdEspresso
is an online tool
that

7. allows you
to quickly create,
analyze and optimize

8. your Facebook Ads
in an incredibly
simple way.

9. It empowers users
to multi-variate test

10. every aspect of
their Facebook
Campaigns.

11. In a couple of
minutes users can
create hundreds of
Ads,

12. testing everything
from the creativity
to the targeting.

13. In short, it
lets you add multiple
elements to a
campaign to see
which one works best.

14. AdEspresso
originally spun out
of an ad agency

15. in Italy on
October 1, 2013

16. by Carlo Forghieri,
Armando Biondi and
Massimo Chieruzzi.

17. Now based in
San Francisco,
California, USA,

18. AdEspresso
first got its start
building tools
for small and

19. medium businesses
to take better
advantage and

20. optimize its presence
on Facebook’s
advertising platform

21. — a business that
has taken off and
made it

22. one of the faster
growing of
Facebook’s
marketing partners.

23. It was acquired by
Hootsuite in
February 7, 2017.

24. Before we go ahead
with the tutorial,

25. let’s get to know
the meaning of

26. some terms we will
encounter and use

27. in learning
(and eventually using)
the tool.

28. Here are some of
them:

29. a. Campaign
- a coordinated series
of linked
advertisements

30. with a single idea
or theme.

31. It is typically broadcast
through several media
channels.

32. b. Ad set
- a group of ads that
share the same daily or
lifetime budget,

33. schedule, bid type,
bid info, and targeting
data.https://developers.facebook.com/docs/marketing-api/reference/ad-
campaign/

34. c) Ad Account -
Grouping of all your
specific ads activity.

35. Includes different
campaigns, ads and
billing information.
https://adespresso.zendesk.com/hc/en-us/articles/219190157-Facebook-
Advertising-Glossary

36. d) creatives
- artwork, design and
concept that goes into a
website design/ad
http://www.mbaskool.com/business-concepts/marketing-and-strategy-
terms/13385-creatives.html

37. e) multi-variate testing
-process of testing
multiple variations of
multiple elements

38. on a webpage with the
goal of determining

39. the best combination of
elements to increase
conversions
https://www.invespcro.com/blog/what-is-multivariate-testing/

40. f) Conversion rate
- percentage of visitors
who take a desired
action.

41. It may be in the form of
buying a product,

42. membership registration,
subscription,
software downloads

43. or any activity beyond
simple page browsing.
https://www.marketingterms.com/dictionary/conversion_rate/

44. g) Custom audience
- type of audience you
can create made up of
your existing customers.
https://www.facebook.com/business/help/341425252616329

45. h) target audience
- demographic of
people most likely

46. to be interested in your
product or service.
https://www.thebalance.com/what-is-a-target-audience-2295567

47. They are the intended
recipient of an ad or
message.
http://www.businessdictionary.com/definition/target-audience.html

48. i) post/page engagement
- the number of
actions (ex: likes,
comments, shares,

49. photo views, link clicks,
video views) related to

50. your Page’s posts as a
result of your ad.
https://www.advertisemint.com/definition/post-engagement/

51. j) reach
- number of different
people who are exposed

52. to an advertising
message at least once.
http://www.texas.net/~square1/mark4d.html

53. For more advertising
terms, you may go to:
https://adespresso.zendesk.com/hc/en-
us/articles/219190157-Facebook-Advertising-Glossary

54. Now let’s proceed
with the tutorial…

55. First make your own
account

56. Open your
web browser of choice.

57. Type in adespresso.com
in the address bar

58. and press Enter.

59. You will see
AdEspresso’s homepage.

60. Before you sign up,
scroll all the way down

61. to see all the
different features that

62. AdEspresso has to
offer to help you

63. maximize and optimize
online marketing

64. by multi-variate testing
ads to see which

65. are more effective and
cost efficient.

66. Now go back to the
top of the page

67. so we can try it for free.

68. Click “StartYour
Free Trial Now”

69. or click on
on the menu bar.

70. The sign-up page
will load.

71. Type in your email,
password,

72. name, company and
country.

73. For “country” click
the arrow

74. and choose from the
dropdown list.

75. Now click on
“Create My Account”

76. and you will be
directed to this page.

77. Click “Add Facebook
Account”

78. to see this page.
Click to go

79. to this FB Ad account
management page.

80. Here you can select
which FB ad account/s

81. you want to manage
in AdEspresso by

82. clicking on the
appropriate checkbox.

83. Remember: AdEspresso
needs the connection

84. for it to manage and
publish your advertising

85. as well as get statistics.

86. Go ahead and click “Add
Facebook Ad Accounts”

87. and you’re now ready
to try AdEspresso.

88. Listen to the video first
to find out how

89. AdEspresso simplifies
campaign creation.

90. Once done, click on the
green button

91. and you’re on!

92. You are now inside the
Create Campaign page.

93. Let’s go through
the page’s features

94. one by one starting
with the menu.

95. Click “Your
Campaign” if you

96. want to see your
campaign/s.

97. Click “Select a
campaign” to see

98. the dropdown list.
You can either

99. Go to your dashboard

100. to follow a
campaign’s progress

101. or
Go to campaigns list

102. and see a listing of
all your campaigns.

103. Or you can click on
any Draft campaign

104. and continue
working on it.

105. You can also
check out Tools.

106. Click on it to see its
drop down menu.

107. Open each item and
check its features.

108. If you click on
“University” you will see

109. the University page.
This is where you can

110. read, listen and explore
about social media

111. advertising esp. on
Facebook – the how-tos,

112. the trends, sample ads
and more.

113. To the right of
the page you will see

114. the steps in creating
your ad campaign.

115. The step you’re in/you’ve
finished gets highlighted.

116. Right now, you’re in
Step 1–Create Campaign.

117. Just above this is the
Settings button -

118. Click on it to go to
Account Settings page.

119. On the left side
you ‘ll find your profile

120. and application settings.

121. On the right side is your
subscription settings.

122. The Settings page
is where you go

123. if you want to change
any entry in your

124. profile, password or
subscription.

125. Let’s now go back
and set up a
campaign.

126. Create
Campaign

127. Click “New Campaign”
to load the

128. “Create Campaign” page.

129. Type in a Campaign
name.

130. The Ad Account is also
the billing account.

131. Tags are amazing
in organizing

132. your campaigns. It also
allows you to see

133. groups of different
campaigns based on

134. a particular tag used.

135. The Tag tab will appear
on the above menu

136. once you’ve made
at least one tag .

137. Next step –
What do you want
to Promote?

138. Here you choose
the objective of
your campaign -
what is it for?

139. You can choose between
Website or Application.

140. Under Website, these are
the FB ad type choices

141. you can use in
your campaign.

142. There is only 1 choice
under Application:

143. For this tutorial, we will
select “Local Awareness”.

144. Click on “Proceed”
to lead us to…

145. Ads Design

146. In this 2nd step
we can create

147. different variations of
the ad by combining

148. several elements like text,
links, images & more.

149. We can multi-variate
test these ads later on

150. for cost and targeting
efficiency.

151. Go ahead and choose
an ad format.

152. You can opt for the
normal click ad

153. or try the carousel
ad format which

154. lets you showcase up
to 10 images/ videos

155. within a single advert,
each with its own link.

156. Next is the Page tab.
This is the
-

157. FB page where your
ads will be published.

158. Click on it to see
the dropdown list.

159. Select and click on
your choice. There!

160. This next step is
where you can start

161. to make multiple
variations of the ad

162. by the mix-match of
creatives (texts & images).

163. Let’s make a Headline
by typing on the box.

164. To add another one,
click on the icon.

165. Another text bar
will appear .

166. You can add as
many headlines

167. as you want to test.

168. Same with the next
design field – Ad Texts.

169. For the ad text, type it
in the Ad Text box.

170. To test more, click the
icon to the right

171. and type your text in
the new text bar.

172. Before we go any
further, check the

173. “steps”/status box which
shows your inputs

174. as well as the number
of ad variations

175. that will be created.

176. Let’s now move on to
adding Images…

177. You can either add
pictures

178. or videos to make
your ads effective.

179. Once you have
clicked on your choice

180. you may now Upload
images (or videos),

181. “Select from
your gallery” or

182. “Design an ad”
in Canva (for images).

183. To upload an image,
click the button

184. to see your file box.
Scroll and search

185. your files/folders
and click on

186. the appropriate image
for your campaign/.

187. Click “Open”
to upload the image

188. to your “Ads Design
page”. To test more

189. images, just
click on the icon.

190. Remember: Make sure
your uploaded images

191. are of the minimum or
recommended size.

192. If not, you will see
on the image.

193. Hover your mouse on
the upper right side

194. of the image to see
this button -

195. You may delete and
upload another image

196. or edit using AdEspresso’s
Image Editor.

197. Next , add a
destination/display URL.

198. It can be the URL
of the FB page

199. where the ads
will be published.

200. This way,
you can track

201. your campaign and
its results easily.

202. In the Display link field,
most people type in

203. the website address.
But you can actually

204. use the space
for extra text .

205. The Link Description
field is where you

206. tell customers where
they are clicking to

207. and what to expect
when they get there.

208. Or it can be used to
provide add’l info

209. you want to share
about your business.

210. The last step is
“Call to Action”.

211. Click the to see
the dropdown list.

212. The list you see
will be applicable to

213. the chosen objective
of your campaign.

214. For this ad campaign’s goal
(Local Awareness)

215. this is the suitable
Call to Action selection.

216. Click on the
best choice and

217. type in the details on
the field provided.

218. Then click on the “pin”
icon on the right

219. to see the map. Find
the exact location

220. by rolling down or
moving your mouse

221. or by pressing the
button to zoom in/out.

222. Keep zooming
in/out until

223. you find the specific
location.When you do,

224. Click “Drop pin”
and a pin will appear.

225. Drag and “drop”the
pin to the location

226. and your directional
map will look like this.

227. Click “Close” to put
away the map.

228. Let’s move on to the
most awaited part

229. of Ads Design –
Placement and Previews.

230. Here you can choose
where you’ll

231. see your published ads.

232. From the status box
you can see that

233. we were able to make
8 ad variations.

234. Before you preview them,
choose placements first.

235. Simply “unclick” the
placement you do not

236. want to include.

237. You can only preview
your ads if you

238. filled up all
the fields correctly

239. in the Ads Design process.

240. If not, you will see
a blank space

241. in the preview screen.

242. Since we did
all the steps right,

243. let’s try and
click to see

244. all the possible ad
variations created.

245. Click “Show more
variations” to see the rest.

246. Now exit the page
and try to click

247. individually each
placement option

248. to see how your
ads will look as

249. Desktop Feed,

250. Mobile Feed

251. or Instagram Feed.

252. Click the on the
upper right side of

253. the preview screen to
see ads one by one.

254. Once you’re done
previewing, you may now

255. proceed to
Goal Tracking.

256. If you choose and
click the 1st option

257. you will be directed
to this page.

258. All fields are pre-filled
except for “Content”

259. Click and choose
one or more info

260. from the dropdown
list that

261. you want to see in
Google Analytics.

262. You can also choose
option 2.

263. Click your choices from
the dropdown list

264. to see it in the
URL text field.

265. Last one is FB pixels.
What’s this?

266. It is an analytics tool
that allows you to
measure

267. the effectiveness of
your advertising

268. by understanding
the users’ behavior
on your website.

269. by understanding
the users’ behavior
on your website.

270. You set it up by
placing pixel code
on the header of
your website…

271. Once you’ve made
your choice/s

272. you may now
“Proceed”.

273. There!!!

274. You have
successfully created
ad variations

275. using multiple
design elements.

276. And it did not
take forever
to do it, right?!

277. Thanks to

278. Now they’re ready
for targeting.

279. But that one’s for
the next tutorial…


280. Do hang
around for
that!!!
Photo by Redd Angelo on Unsplash