Chapter 8: Creating an Ad Campaign
Just like the previous chapter, allow me to share with you some of the important points that you need to remember when creating ad campaigns.
a. Use Page Post Engagement
In a lot of cases, a Teespring Ad on Facebook won’t sell directly to the audience. However, the audience is likely to engage with the ad (share, comment, like, etc…). The friends of those who engaged with the ad are the ones who are most likely to buy.
I have experimented with using the other ad objectives and have found that the PPE gives me the best results (even better than the website conversions).
b. Use Facebook’s Power Editor
While creating ads using the Ads Manager is OK, it would be better for you to start using Facebook’s Power Editor since it gives you more options. Also, customizing your ads is a lot easier.
c. Be sure to use FB’s Audience Insight tool when customizing your audience.
You can check out chapter 1 if you aren’t familiar with using FB’s Audience Insight.
Alright. Let’s head over to FB’s Power Editor to start creating our ad.
To access the Power Editor, just go to “Manage Ads”, then click the “Power Editor” menu on the navigation bar.
If you’d like a shortcut, then you can just click this link. 🙂 Take me to the Power Editor
Now that you are in Facebook’s Power Editor, you can start creating your campaign.
There are 2 things that I’d like to point out here:
a. Never forget to set the “Objective” to “Page Post Engagement.”
b. On the Ad set and Ad name, I usually add other details to the name like the demographics of the target audience. For example, I can use this as an ad set name, “Wine-biologist | 25 – 50 | M/F | UK”.
This gives me a bird’s-eye view of the specifics are of the winning (or losing) ads without having to dive in deep into the campaigns.
At this point, your campaign, ad set, and your ad are already created.
The next phase is all about customizing them.
Set a campaign spending limit.
Click the campaign icon on the left side of the page, the tick the campaign name, and the pencil icon on the far right side of the page.
Create an audience.
You need to be on the “Ad Set” level when creating an audience. That being said, just click the “Ad set” icon on the left side of the page, tick the “Ad set” name, then click the pen icon on the right.
This will then appear after you click the pencil, icon.
This is where the fun begins…
As I mentioned in the previous chapters, targeting the right audience is a fundamental component to having a successful campaign. Do this wrong, and you’ll get very little to no results from your Teespring campaigns even if you have an amazing shirt design.
That being said, when creating your target audience, be sure to take note of the tips that we’ve talked about on the previous chapters (especially chapter 1 and 2).
Customizing your ads
Just like what we did on the campaign, and the ad set level, you need to click the ad icon on the left side of the page, tick the ad name, then click the pen icon on the right.
Note – I hope you’re seeing the pattern of how to navigate the Power Editor at this point.
This is what you’ll see after clicking the pen icon.
These are the important things that you need to keep in mind when customizing your ads.
a. The “Ad with an image or a video” option tends to outperform the “Ad with multiple images or videos in carousel” option. That being said, avoid using the latter.
b. Facebook’s recommended image size is 1200 × 628 pixels.
c. Once you’re done with customizing your ad, click the green “Review Changes” button on the upper right side of the page.
d. You can use Teespring Creative to customize the way your shirt looks on FB, Twitter and Pinterest.
* Important note – it pays to learn about the different functions of the Power Editor. We’ve only covered some of the most important aspects of it. I suggest that you play around with the tool to have a deeper understanding of how it works.
Creating a tracking pixel.
Tracking pixels are necessary because it allows Facebook to measure your conversion, and give you some crucial insights about how your campaigns performed.
Follow these steps to create a tracking pixel…
At this point, our tracking pixel isn’t verified yet.
To verify our tracking pixel, we need to copy and paste the code to Teespring.
Before we continue to Teespring, however, let’s go over the tracking code that we copied from Facebook, since we don’t need all of it.
If you copy and paste the codes, this is how it would look like.
This is what you need…
Now that you’ve copied the set of numbers. You can then proceed to Teespring and log into your account.
Once logged in, click the “Campaigns” option.
Scroll to the section where it says, “Tracking,” then paste the code to the section where it says, “Facebook Conversion Pixel.”
At this point, Facebook should be able to start measuring your ads’ results.