How to Create Facebook Sales Campaign [2024]
Every day you see hundreds of ads on Facebook, right? Do you know that these are of different types and goals? Some of these ads goal is to increase engagement and some want to increase the sales. Facebook offers a ‘Sales Campaign’ to increase conversions and sales through ads.
In this blog, I have discussed everything you need to know about Facebook Sales Campaigns and shared a step-by-step guide as a media buyer. Let’s get started!
What is a conversion?
Before you learn how to create a conversion campaign, let me tell you what is a conversion. Suppose, you are scrolling through your Facebook feed and notice an attractive ad on an e-commerce platform. You click it and go to their website. You see the product and make a purchase. You have visited the platform’s website as a visitor and completed the payment cycle– this is called conversion. In short, a visitor completing a site goal is referred to as a conversion. Goals come in a variety of sizes and shapes. The fundamental goal (known as the macro-conversion) of a website that sells products is for the user to make a purchase.
There are two types of conversion.
Micro-conversions: These are small types of conversions.
For example:
- Signing up for email lists
- Creating an account
- Adding a product to the cart
Maro conversions: These are large types of conversions such as making purchases.
For example:
- Purchasing a product from the site
- Requesting a quote
- Subscribing to a service
What is the objective of the Facebook Sales campaign?
Previously Meta had 11 objectives for creating ad campaigns. But, from January 2024, Meta Ads Manager has been simplified into 6 to better align with your business goals.
Previous Facebook conversion ads, and catalogue sales ads have been merged into Sales ads. So the objective of the sales campaign you can guess!
Choose the sales objective if you want to:
- Maximise sales or conversions on your website or app.
- Increase sales or conversions on WhatsApp.
- You can get people to buy products or services from your catalogue.
For example, if you want to reach people most likely to make a purchase, either through your Facebook shop or an e-commerce site, you can use the sales objective. You can also optimize for other actions, such as adding an item to their basket.
Show your ad to people most likely to have a conversation with you on Messenger.
Sales Campaign is Good For:
- Good for:
- Conversions
- Catalogue sales
- Messenger, Instagram, and WhatsApp
- Calls
Let’s Create a Facebook Sales campaign step-by-step
01. Go to Your Ad Manager
The very first step is to log in to your ad manager. If you don’t have any create one! Create an account on Meta Ads Manager by providing your information.
To use Facebook Ads Manager, you need a verified payment method and:
- A Facebook Page or
- To be an admin, editor, or advertiser on someone else’s Page
If you do not have a page for your business, you can follow Facebook’s steps to set one up. Any page you create will be automatically given an ad account.
The easiest way to find Facebook Ads Manager is to click on and bookmark this direct link. You will be brought directly into the Facebook Ads Manager for your ad account. If you manage multiple ad accounts, use the account drop-down menu to pick the right account.
02. Select Create
Click the green icon ‘Create ad’ to get started with your first ad.
References:
About the Conversions objective in Meta Ads Manager
03. Choose Buying Type
Meta ads offer two different type buying types
Auction
This offers more choice and efficiency with less predictable results.
Reservation
This allows to plan and buy campaigns in advance with predictable performance goals and offers more control.
While the auction offers you various campaign objectives, reservation only offers two: Awareness and Engagement. In our case, we have to choose Auction.
04. Select Campaign Objective.
As we are trying to create a sales campaign, click on sales.
05. Choose Campaign Setup
Create your sales campaign using a tailored and streamlined setup, or manually build your campaign. Suggestions may vary based on your recent ad account activity.
Let us choose the manual setup.
06. Give a Campaign Name
The next step is to give a suitable name to keep track of the ad campaign. Be sure to make your campaign name recognizable to everyone working on the ads. You may name the ad based on the objective, messenger, etc.
07. Select Ad Category
Then, you have to choose an ad category if your ad falls into the categories.
Credit
Ads for credit card offers, vehicle loans, long-term financing, or other related opportunities.
Employment
Ads for job offers, internships, professional certification programs or other related opportunities.
Housing
Ads for property listings, home insurance, mortgages, or other related opportunities.
Social issues, elections, or politics
Ads about social issues (such as the economy, or civil and social rights), elections, or political figures or campaigns.
08. Choose if you want to do A/B testing
Here you’ll be able to turn on the A/B test feature, where you can try out different images, text, audiences, or placements to maximize your ad performance.
09. Choose the Ad set name
10. Select the Conversion Location
Select where you want to show your ad and drive sales.
11. Narrow down your performance goal
Facebook now allows you to get super specific about the ultimate goals of your ad. Each campaign goal mentioned in step 3 has a separate set of specific targets — for example, Awareness has everything from the broader ‘Maximize reach’ to the hyper-specific ‘Maximize two-second continuous video views.’
12. Set the budget and Schedule
When you set an ad budget, it’s important to remember that this figure represents the maximum amount of money you want to spend. You can set your budget per day or as a total amount for the campaign
Daily: It limits on what you spend each day on your ads
Lifetime: A lifetime budget is the maximum that you will spend the entire time you run the ad campaign.
13. Customize the Target Audience
The next segment is to customize your target audience. Here, you have to define what type of customer you want to target. You can choose 3 options:
- Location
- Age
- Language
You can also create lookalike audiences or custom audiences.
Lookalikes
By adding this targeting to your campaign, you can reach new users who exhibit similar online behavior to your existing users.
14. Select Facebook Page
Now it is time to design your ad content. The first step is to select the Facebook page where you want to show the ad.
15. Choose Ad Format
Choose your ad format. Whether you want to run ads on videos images, or carousels, you have to select at this stage.
16. Upload Ad Content
The next important step is to upload media and captions. Make sure to use attractive media content and catchy captions. Check out my blog for writing amazing copies that will boost conversions — Facebook Ad Copy . You can also checkout ad size guidelines if you require help there — Facebook Ads Size: Image and Video
17. Select Call to Action
It’s a very important decision. Select a call to action from Facebook’s multiple options.
18. Select the Destination
Now choose the destination where you want to send the audience if they click on the ad.
There is an Instant Experience option, which gives the audience a fast-loading, mobile-optimized experience.
19. Publish Ad
The last step is to click on the publish button. Before publishing it, don’t forget to check all the details once again.
Now that you know how to create a sales campaign, get started with creating one! Best of Luck!
You can create a Facebook Sales Campaign in Ads Manager following the steps in the blog.
Facebook Sales Campaigns show ads to users most likely to buy from your website or catalog.
Yes, you can sell products through Facebook Sales Campaign
