Mobile usage dominates social media and Facebook is no exception. That's why when you run ads you may notice that the Ads deliver most often to mobile placements. A couple weeks ago I spoke at Podfest Multimedia Expo on the topic of Facebook Ads for Podcasters and last week I dove into strategy #1 – leveraging Landing Pages to grow your podcast. This week I am going to dive into the 2nd strategy – segmenting your placements based on Apple and Android mobile usage. This is NOT exclusive to podcasters, however… this same strategy is essential for mobile app developers and hugely informative for ANY business. We'll also talk about Campaign Budget Optimization and some other tips for running successful Facebook Ads!
1 – Get into Ads Manager (Facebook.com/Manage) – then click on the green “CREATE AD” button.
2 – Select your Objective – for this strategy we'll be selecting TRAFFIC because we're going to drive traffic from Facebook to an off-Facebook site. You can apply other objectives to this strategy, and learn more about the different available objectives within my quarterly campaign planner at MegBrunson.com/plan.
3 – Edit your Placements – at the Ad Set level you will scroll to the Placements section and select to “EDIT PLACEMENTS” and then make strategic decisions about how the ads will be displayed:
- Change from Mobile & Desktop to MOBILE ONLY
- Identify either Apple/iOS or Android (just pick one, we'll set up the other later!)
*** You will also have to identify your audience, budget, etc. You'll learn the basics through the Quarterly Campaign Planner, or read about cold prospecting audiences, or lookalike audiences!
4 – Link to the URL for the appropriate device – In the Apple/iOS Ad Set, your Ad URL should direct to iTunes, and in the Android Ad Set, your Ad URL should direct to Google Podcasts.
5 – Set Up the 2nd Ad Set – Duplicate the first Ad Set you created and repeat steps 3 & 4 for the other operating system (iOS or Android)
NOTE: When you set up 2 separate Ad Sets, each will have their own budget and you need to add them together to get your total ad spend… OR you can set up Campaign Budget Optimization and allow Facebook to split that one single budget among the 2 Ad Sets.