Sales

Playbook
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How to use
this playbook

Use this playbook when you set up a sales campaign in Ads

Manager to make sure you’re using Meta’s recommendations
for a successful sales campaign.

In this playbook

Questions this playbook will answe

5 ways to improve performanc

Step-by-step campaign setup

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Questions this

playbook will answer

How has digital advertising
 How can I set my ads up for success?

changed recently?

We understand the challenges small

Recent changes in digital advertising have businesses face, which is why we’re

resulted in less data being available for continuing to provide resources for your

advertisers, and some businesses have seen success, including this playbook.

declines in performance and higher costs.

The guidance in this playbook reflects

Meta’s validated best practices for

improving sales campaign performance.

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5 performance

drivers

Keep these 5 key tips in mind when setting

up your sales campaign.

Making these 5 changes to your ad

campaigns can help increase ad performance,

lower cost per action and connect your ads

with the people most likely to buy.

Tip 1
Tip 2

Consolidate similar ad sets.

Use broad targeting.

When you run similar ad sets at the same time, each Small businesses who used broad targeting in

one gets fewer opportunities to learn and therefore their campaigns, which is location, age or gender

fewer results. Combining ad sets will help you get targeting, achieved a 12% lower cost per action,

the results you need faster, which means you'll see on average, compared to campaigns that did not

stable results sooner. use broad targeting.

Tip 3
Tip 4

Use mobile-friendly creative.

Run A/B tests to know what gets you results.

Small business advertisers saw an average 12% An A/B test, which you can set up in Meta Ads

decrease in cost per action when using mobile-first Manager, compares two versions of your ad to

creative (vertical ratio or 15 seconds or less) determine which version performs best. You can

compared to non-mobile first creative.

experiment with variables, such as your ad creative,

audience or placement to understand what works

Many of your customers browse Facebook and

and how to improve future campaigns.
Instagram on their mobile phones, so vertical videos


are more likely to get attention.

Tip 5

Use the Conversions API.

The Conversions API is an ad targeting optimization tool that is less dependent on browser technologies

than the Meta Pixel. It can help both improve your performance today and safeguard your performance

as browser technologies become less effective in the future.

You can also use the Conversions API alongside the pixel, which helps the delivery system decrease your

cost per action and deliver more personalized ads.

Learn how to set up the Conversions API

Step-by-step
campaign setup:
Campaign leve
Ad set leve
Ad level
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Getting started

Step Create a new campaign

1 Go to Ads Manager and


select +Create.

For your campaign objective,


Choose a campaign objective

select Sales. Click continue.

Sales

Sales

Campaign level recommendations

Step Campaign details

2 Give your campaign a name and select


a special ad category if you have one.

Keep the Buying type set to Auction

Campaign name

New Sales Campaign

Special Ad Categories
Keep the campaign objective set to Sales. Categories

No categories declared

Continue onto next page Campaign details

Buying type
Auction

Campaign objective

Sales

Sales playbook
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Campaign level recommendations continued

Step Advantage campaign budget

3 Turn Advantage Campaign Budget on

Advantage campaign budget is a tool

you can use to automatically allocate
your budget to the ad sets that are
Advantage Campaign Budget

producing the most results for your

campaign. This works best when
accounts are set up optimally, so if

you choose this option, make sure you

don’t have ad set overlap
If you’re using multiple ad sets, consider
an A/B test to see whether Advantage
campaign budget achieves more results
for your campaign. Learn how to A/B

test Advantage Campaign Budget.

Set your budget.


Your budget is one of the most critical factors
Campaign Budget
determining your ad’s success. With sufficient
budget, Meta’s delivery system can show your Lifetime budget
ad to more people and learn who is more likely
to take action
View the Budget Essentials Checklist

to ensure you’re getting the most out

of your ad budget.

Choose Highest volume for your campaign


bid strategy Campaign bid strategy
Why? The highest volume bid strategy Highest volume

maximizes the conversions you can get

from your budget, so Meta recommends
this option when you set up a sales
campaign. Learn more about choosing

a bid strategy.
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Ad set level recommendations

Step Select your conversion location and event

4 Select Website.

Set your Performance goal to Maximize

number of conversions. The goal you select

Conversion
Conversion event location
Website
is how success will be measured for your ads.

Pixel
Your Pixel
Select your conversion event from the
dropdown. The event you select is the action
you want your audience to take when they

visit your website, and you should choose a
standard event for best results. See the full list Performance goal

of standard events and learn how to add them Maximize number of conversions
to your website
Try to choose an event that has at

least 50 pixel fires on your website

each week
Conversion event
If you’re having trouble with your Meta
Pixel, try troubleshooting with our guide. Choose an event

Purchase
Add to cart
View content
Complete registration

Step Budget and schedule

5 Choose a start and end date for your ad.


Meta recommends running a campaign

for at least 7 days
Why? When you create an ad, our ad
Budget & schedule

Budget

auction starts to learn what kind of people Lifetime Budget

in your audience are engaging with it. It

Start date
needs time to find the best people and
places to show your ad, so you can get Dec 1, 2022

more results that matter to your business.

End

Dec 31, 2022

Continue onto next page
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Ad set level recommendations continued

Step Audience

6 Try to keep your audience size over 2 million


to allow the delivery system to find the best
people to show your ad to Audience definition

Your audience selection is fairly broad.

Why? Small businesses who used broad
targeting in their campaigns, which is
location, age or gender targeting, Specific Broad
achieved a 12% lower cost per action, on
average, compared to campaigns that did
not use broad targeting Estimated audience size: 2,000,000 - 3,500,000

Turn on detailed targeting expasion

Consider a lookalike audience, which is a
way to reach new people who are similar
to your best existing customers. Learn
more about lookalike audiences.

Step Placements

7 Select Advantage+ placements. This option

maximizes your budget and helps show your
ads to more people. Meta’s delivery system will
allocate your ad set's budget across available
Placements

Advantage+ placements

placements based on where they're likely to

perform best

Why? Opting for Advantage+

placements allows our delivery system to
have the most options to determine the
placement that gets you the most
outcomes for the lowest cost
If you don’t select Advantage+
placements, use at least 6 placements.
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Ad level recommendations

8
Step Ad name & Identity
Name your ad.

Ad name

Choose your Facebook Page and Instagram New Sales ad

account if you have one.
Identity
Facebook Page
Your Page

Instagram account
Use selected Page or Connect account

9
Step Ad set up & creative
Choose your desired ad format and media.
Mobile-friendly videos are recommended Ad setup
Why? Small business advertisers saw an Format
average 12% decrease in cost per action Single image or video
when using mobile-first creative
Carousel
compared to non-mobile first creative.
Make sure your videos are vertical, less Media
than 15 seconds long, and capture
attention in the first 3 seconds. Get tips Select images Select videos Create Video
for making mobile-friendly video ads.

Advantage+ Creative
Turn Advantage+ creative on.
Why? This setting automatically
enhances your ad and shows the best
version of your ad to each member of
your audience. This can help your overall
campaign performance.

Continue onto next page

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Ad level recommendations continued

Step Ad creative

10 Primary text and headline:

Keep your headline, post text and

description short and to the point. Be
sure to highlight the value of whatever
Ad creative

Primary text

you’re offering to the audience.

Headline
Website URL:

Make sure the URL is correct and

working, and that it’s easy for your Description • Optional
visitors to take action on your website.

Call-to-action:
Call to Action
Choose a call-to-action that matches Shop now
the action you want your audience to
take. For example, if you want them to
make a purchase on your website, select
‘Shop now’ as your call-to-action.

Turn ‘Preview on’ to see what your ad

will look like in different placements like
Feeds, Stories and Reels.
Congratulations!
You’re ready to
hit publish.
Still have questions? Visit www.meta.com/business for education and
resources to help you meet you advertising goals.