A Facebook Ad Campaign Deep Dive: Sell More Books With Expert Insights

Take a look into Our Analysis of a Facebook Ad Campaign and Some Key Leanings.

If you’re not entirely new to running ads on Facebook, this section may feel a bit basic for you—in that case, feel free to skip ahead to the 'Campaign Optimizations' section. However, if you’re just starting, this will provide a fast track to everything you need to understand before diving into the optimizations we cover.

1. Campaign Objective & Goals

Key Points:

• Clearly define the primary goal of your campaign (e.g., sales, leads, website traffic).

  • Awareness - Great for immediate brand exposure with no expected return

    • for example, building a warm audience list

  • Traffic - Good for driving traffic to a landing page

    • Expect large click numbers, low sales

  • Engagement - Perfect for post engagement

    • Like competitions or gaining followers

  • Leads - Build your mailing list with these campaigns

    • Give away lead magnets in exchange for an email address

  • Sales - Optimized for conversions aka Sales

Evaluate performance relative to the original goal.

• If it’s sales, have you made sales?

• If it’s traffic, is your click-through rate good?

• If it’s lead generation, did you capture lots of emails?

Takeaway: Understanding your campaign’s goal gives context to all other data. Without clarity on what you’re trying to achieve, optimizing future campaigns is impossible.

Select the option that is most closely aligned with your desired outcome.

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2. Audience Targeting Insights

When creating a Facebook campaign, always try to test at least 3 different audiences, (2 minimum).

A generic open audience - e.g. readers, Horror fans, Crime readers

A niche specific - e.g. Hunger Games novel fans, Military Fiction, Fans of Brandon Sanderson Novels

Lookalikes - e.g. a 1% lookalike of all of your current mailing list, 1% lookalike of everyone who liked your Facebook page

Key Points: