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Setting Up a Website Campaign on Facebook

This article walks you through how to set up your Facebook Website campaign.

Use Cases

Website campaigns drive clicks back to your website, or conversions. Uses for this highly-targeted ad unit include:

  • Targeting visitors who have browsed your site for specific products, increasing the chances of turning that visitor into a customer.

  • Targeting consumers who recently purchased a product or service from you to promote your latest deals and offers.

Facebook ads combine the power of retargeting with social capabilities such as likes, shares, or comments to increase organic interest as well.

 

How do I set up a Website Retargeting Campaign for Facebook or Instagram?

To launch dynamic product ad campaigns, you will need:

 

Steps to launching your Facebook or Instagram campaign

  1. Create a clicks to website campaign
  2. Define your AdGroup
  3. Add ads to your AdGroup
  4. Set your budget and schedule your ads
  5. Connect your Facebook account
  6. Launch

 

Create a clicks to website campaign

  1. Log in to AdRoll and click Create a New Campaign in the right sidebar

  2. Click Get Started on a Facebook campaign.

  3. Name your Facebook/Instagram retargeting campaign.

What are advanced options?

If needed, open Advanced Options to create additional AdGroups on your campaign. AdGroups allow you to set aside budget to serve different sets of ads for each of your audience segments. This may come in handy if you’re running a special promotions for a subset of your website audience, for example. Learn more about AdGroups.

Define your AdGroup

Your AdGroup is defined by: 

  1. Targeting audience segments: if you are just getting started, we recommend targeting “All Visitors.” Or, to learn how to create more granular audience segments to target in your campaign through the link.

  2. Geotargeting: search for a location to target or exclude it from your campaign.

  3. (Optional) Excluding your conversion segment: if you do not want to target visitors that have converted into customers, it makes sense to exclude your conversion segment. Click on the link to learn more about conversion segments.

 

Add ads to your AdGroup

In this step, match your targeted audience with the ads you want to serve them.

  1. If you have images already, simply click Choose Existing button and select your image.

  2. If you need to upload a new image, click Browse or drag your image into the large blue box.

    NOTE:  Ad images must be 600x315, 600x600, 1200x628, or 1200x1200 pixels and must have less than 20% text (check to see if your ad qualifies). The size of the file must be less than 8MB.

  3. Fill out the required text fields for your ad. We highly recommend using all the fields and using a Call-to-Action button. Preview your ad across the different placements, use the arrows within the ad preview tool.

Set your budget and schedule your ads

    1. Budgets can be set weekly or daily. Get more tips for setting your campaign budget here.

    2. Next, decide if you want AdRoll to optimize for your campaign’s bid strategy or if you would like to manually choose among from our three options: Drive Conversions, Drive Clicks, or Drive Impressions. Learn more about bid strategies.

    3. Set a start and end date for your campaign. By default, we’ll start the campaign immediately, and run it without an end date, however, if you want to set specific dates for the campaign to run, click on the arrows to see the date picker and to select the time your campaign launches.

 

Connecting your Facebook page to your AdRoll account

To advertise on Facebook, you must connect your Facebook account. You only need to do this once! By accepting our request to connect, you are giving us permission to run ads on your behalf and report on performance. Nothing else.

Learn how to connect your Facebook page here

 

Launch your campaign

      1. If you haven't already, add your payment method. 

         

        Payment method

        • To add a credit card, simply click Credit Card and fill out the details for your credit card. Your credit card will then appear as a payment option.
        • To pay with PayPal, you will have to connect your PayPal account to AdRoll.

      2. Review your campaign details and hit Launch! Your campaign will be reviewed within one business day.

Congrats! That's it!

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