Creating/Promoting Ads

Step by step description of ad creation and promotion

Creating a New Facebook Ad

1. Log into the KBH facebook account and make sure you are in the "Concordia Infant Research Lab" account (can change between accounts by clicking the top-right icon)

   • Make sure to do this in Google Chrome. Opening Facebook on Safari is quite prone to glitches, especially with the ad making process.

2. Go to Ad Center (different from Ads Manager) to create the ad. Typically represented as the megaphone icon.

   Note: You can, in principle, create ads in Ads Manager, but the process is much more complicated. It is best to use Ads Manager to monitor ad perform ad performance.

   • Access Ad Center by clicking on the megaphone icon on the top (right) of the page. It can also be found in the navigation bar, under "see more". Note that Facebook often changes the their layout, so this description may not be as accurate in future.

3. Click Advertise -> Create new ad

   • Add a description

     • Include: purpose of the study, age range of eligible participants, study method (online or in-person), lab sign-up link, compensation or gifts (*optional)

   • Select an image for the Ad (click "Select Media")

     • Image will need to be created separately and uploaded to the platform

     • Make sure the correct image shows up in the preview. Sometimes it defaults to a different image.

   • Choose the appropriate "Button label"

     • Typically use "Sign up" when recruiting for studies

   • "Button destination" = "Website"

   • Add "Website URL" (e.g. link to sign-up form)

   • Advantage+ creative defaults to on (you can leave it like this)

   • Leave "Special Ad Category" off

   • Define the Audience

     • It is best to choose "People you choose through targeting". Advantage audience will reach more people, however, more of these people will be out of the range of who you wish to reach.

     • Once you select "People you choose through targeting", you can define the location, age, gender (all) of the people you wish to reach, as well as identify tags of interest. See the following section, Tips for Successful Ads, to learn more.

   • Specify the Duration of the ad and the Budget that you wish to allocate to it.

     • Duration: It is best to run ads for 4 or more days. Typically, start with 1 week at a more conservative budget to see how the ad performs. Then based on this information, edit the ad or promote it again with a higher budget.

     • Budget: The higher the budget, the greater the audience and generally the more sign-ups you will get.

Promoting an old ad

1. Go to Ad Center and click on "view results" of the completed ad you wish to re-promote.

2. Click "boost again" or "promote again" (note: the wording of this button sometimes changes, but it is usually always located on the top right)

3. Make sure all the information is correct

   • Ad bio: this usually remains the same

   • Ad image: You will need to reselect the same ad image. Facebook sometimes glitches, so to avoid no image being selected, click select media -> unselect and reselect the image you want + delete any other images that were randomly added (e.g. the lab logo is often the image that gets added randomly).

   • Audience: for some reason you always need to re-input all the audience details. So again, specificy the same details you did for the original ad (unless you want to experiment with new tags or change some details).

4. Set the duration and budget to your preferences.

5. If everything looks good, you can click on Publish