Creating an Ad Campaign on Facebook to Increase Likes [Guide]

Facebook ads can have a number of different objectives, including increasing the likes on your page. This tutorial explains how to create this sort of ad.

When you get more Likes on your page, you have a greater chance of reaching those people when you post your regular content. Running Facebook ads using a Like campaign is one of the most cost-effective ways of getting new likes on your page. The exact cost depends on a lot of different factors, though, which Facebook determines through its Relevance Score.

What is a Relevance Score?

Facebook gives every ad a Relevance Score. Higher numbers are better, and they usually translate into a lower cost for your ads. Facebook uses a range of different factors when determining the relevance score. This includes the technical setup and targeting of your ad, its relevance, and how users interact with it—your Relevance Score will go up if they interact positively.

Following the pointers in this tutorial will help you get a good relevance score. This includes meeting Facebook's technical guidelines, making sure your ad is relevant, and making it as appealing as possible.

But you should also consider split testing, which involves running two or more ads at the same time. You don't have to spend extra money to do these tests though, as Facebook will split your budget between the ads. You can check which ad gets the best Relevance Score and then work on improving that ad.

Setting Up A Facebook Ad

Step 1

Click on the down arrow on the top-right of your screen and go to Manage Adverts.

Step 2

Click on Create Advert.

Step 3

Under the options for objectives, select Promote Your Page. If you manage multiple Facebook pages, you will also have to select the correct page in the panel to the right of the screen.

Step 4

Set the location of your ad. The settings for this will depend on your brand and market. For example, some businesses get good returns on their investments by selecting national targeting, while others create specific ads for smaller geographical areas—cities, regions, etc. Check the dial that Facebook provides on the right of the page to know if targeting is suitable.

Step 5

Enter the age of your target audience. You should try to make this as specific as possible. You can also specify whether you want to target just men, women, or both.

Step 6

Language should match the language used in your ad, your posts, and Facebook page.

Step 7

Now you can start to target your ad according to interests and behaviours. For example you can select parent-related options if you are targeting parents or health and fitness options if you have a product for that niche. Generally speaking, the more accurately targeted you can make your ad, the better.

Step 8

“Connections” lets you select users based on whether they have already liked your page. This option works for some campaigns, but for campaigns designed to build likes, the best option is: "Exclude people who like your Page".

Step 9

Now set your budget, start date, and end date. Facebook will only spend up to your budget every day and will then stop displaying your ads until the following day.

Step 10

Under “Optimise for Page Likes”, check the setting "Get the most likes at the best price—you'll be charged for impressions" unless you want to manually set the amount that you pay for Likes.

Step 10

Advert scheduling gives you control over when your ads are shown. For example, you can select specific days of the week or times of the day. It's usually okay to leave this setting as "Run adverts all the time". If you are in doubt, stay with the default setting.

Step 11

Delivery enables the front loading of campaigns. For most ad campaigns, the default "Standard" setting will be the most suitable.

Step 12

Give your ad a name under "Advert set name".

Step 13

Upload your image or video. You can also use images or videos that have been previously uploaded to your page.

Step 14

The recommended settings for images are:

·         1,200 x 444 pixels

·         8:3 aspect ratio

·         Less than 20 percent text

For the best chance of getting a good relevance score, you should meet these specifications. To upload an image, click Select Images then Add more images. You can then browse your computer for the image. You might have to click the white X to remove the image that Facebook sets as the default—this is usually your Facebook cover image.

Step 15

The recommended settings for videos are:

·         MOV or MP4 file

·         At least 720p

·         Aspect ratio of 16:9

The maximum file size is 1.75 GB and the maximum length is 45 minutes. Most effective videos, however, are much shorter than this. To upload a video click Select Video and then the + symbol to browse your computer.

Step 16

Write the text of your ad. The maximums are 25 characters for the headline (this defaults to the name of your page, but you can change it), and 90 characters for the ad. Make sure you include a call to action.

Step 17

Once you have your image/video selected and your ad text written, you can preview the ad in the right pane. You are given three previews: Desktop News Feed, Mobile News Feed, and Desktop Right Column. You are also given an option to remove any of these positions. For example, you can remove the Desktop Right Column so that your ad only appears in users’ news feeds.

Step 18

Finally, you can click Review Order to go over everything again or Place Order once you are ready.

Facebook ads are not approved automatically so your ads will not show immediately. The approval process is usually fairly quick, however, so you don’t have to wait long—it usually takes less than an hour. You will receive a notification and an email from Facebook once your ad is approved. Good luck!

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