How to launch a Conversions campaign

Create New Campaign

Go to the website of Leaf Grow: https://app.leafgrow.io/

Login with the Facebook account that is connected to your ad account(s)

Once logged in you will be taken to the Campaigns Dashboard.

Select create New Campaign.
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Campaign Setup

Select the Ad Account you wish to run your campaign from.

Under Ad Channel, select which Facebook page and Instagram profile you want to run your ads from.
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Select the type of campaign you wish to launch, in this case it’s Conversions.
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Objective: Get people to take valuable actions on the website, app or in Messenger, such as adding payment info or making a purchase. Use the Facebook pixel or app events to track and measure conversions.

Facebook Pixel

From the left dropdown menu you can choose the pixel or app event you want to use. From the dropdown menu on the right-hand side you can choose the action (e.g. Purchases) you want to set as the conversion event for your campaign. The chosen conversion event will be the result that the campaign will be optimised for.

Campaign Name

This will show an auto-populated custom campaign name which you can edit. We recommend the following format: name of the artist / brand - title of release / product - campaign type. This will make it easy to identify in Ads Manager.
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What do you want to promote?

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What do you want to promote?

You can promote posts that already exist on Facebook, you can create new ads by uploading creative assets, or you can combine and test both existing posts and uploaded creatives as part of the same campaign.

Your ads (existing posts and new ads) will be promoted across both Facebook and Instagram.

Existing Posts

From the drop-down menu select the post you want to promote. You can select several
posts to test.
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ID Code

Alternatively you have the option to add the URL or ID of the post you would like to promote.
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New Ads

Upload and create the content for a new ad campaign.

Text

You can type or paste in the text that you want to show in the ads. You can create several text variants to test with each image. This text will not replace the text on your existing posts and will only appear as text on your uploaded creative assets.
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Media

You can upload videos or images from your computer or from a specific web address.

Under the upload window, you can click on “Image” or “Video” for required image/video specs for the campaign ad type.
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URL

Type or paste in the destination URL you want to send people to. Test sending people to different destinations to see how this affects the actions people take at the destination.
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CTA

Choose the call-to-action button(s) you want to use from the drop-down menu. This will need to be related to your pixel event.
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Headline

You can add headline copy to your ads. This will appear in the base of your add along side your ‘CTA’ button and can help communicate what you advertisement is for.
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Description

You can also add a description to you ads. This can allowing you add more information about what you are promoting. This information will generally appear behind a ‘see more’ in most ad placements.
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Placements

The placement section allows you to decide which platforms your ads will shown across. We recommend you use the automatic placement option where your ads will be serviced to the relevant platforms. If you would like to edit these placements (Facebook, Instagram, Audience Network, Messenger) you can do so by selecting the ‘Edit platforms and devices’ option.
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Device Types

You also have the option to select the specific type of device (Mobile, Desktop) you want to target with your ads.
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Specific Mobile Devices & Operating Systems

You also have the option to select the specific type of mobile device and operating systems (iOS, Android) you want to target with your ads.
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Preview

You can view how your promoted ad will look on Desktop News Feed, Mobile News Feed, Instant Articles, etc. You can also view every ad combination (post copy, image/video, headline, description, CTA) and how this will look in situ.

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Ad Calculator

How many ad variants can you create?

To the right of the screen you will see a box with a breakdown of all the ad variants you have created. It’s important to note that the maximum number ad variants is 50 per campaign. These 50 ad variants will be duplicated up to a maximum of 300 ads across all the created ad-sets.
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Who do you want to target?

Custom Audiences

Choose the type of audiences you want to target across Facebook and Instagram.
This automatically generates all the most optimal ad sets for your campaign in Ads Manager.
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New & Existing

Choosing this option will target a combination of existing and new audiences as described above and is nearly always the recommended option.

New

This will only target relevant new audiences who haven’t interacted with your pages or content before.

Existing

Refers to the audiences who have some connection to the Facebook and Instagram pages you are advertising from.
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Target Territories

Choose the location(s) that you wish to target. These can be countries, regions or
cities.

Target Territory Groups

You can select a pre-populated target territory group from the options listed.

Custom Territories

You can customise your own target territories and also add/take away countries from the pre-populated territory groups.
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Interests

Select the interests you think are most relevant to the campaign you are running. Facebook will generate a group of related interests each time you enter one. You can add up to 400 different interests per campaign. From the dropdown you can find some suggested tags for your campaign, you can type them in, or you can simply copy and paste up to 400. This will also generate an ad set specific to these interests.
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Super Interest

To unlock and create a super interest custom audience, you need to add at least 30 interests in total and then select the interest you wish to use.
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Multiple Super Interests

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Turn on the "Multiple Super interests" toggle to be able to select up to 13 interests, demographics and behaviours to use as separate ad set audiences in your campaign.

Demographics

Define who you want to see your ads by age range and gender (male, female or both).
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How much do you want to invest?

Budget

Budgets set up as lifetime or daily will be spent and charged by Facebook. You can stop the campaign at any time during the lifetime of the campaign and Facebook will only charge you the budget you have used.

Lifetime

Refers to the total budget that you will spend throughout the campaign.

Daily

This defines how much you will spend per day.

Duration

Set the dates and time for when you would like your campaign to start and finish, set the number of days you would like to run it for starting today, or simply run it continuously if using a daily budget.

Review and Launch

Audience Adsets

Adsets represent the specific audience types that are going to be targeted during your campaign. The Adsets are ranked from top to bottom based on their relevance to the campaign type you selected. If you wish to change the recommended setup you can by turning them on and off as long as you don’t exceed the Adset limit.
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Improve your targeting

From this section you can select an Instagram Page, Website Pixel Events and import Custom Audiences. Leaf Grow will then automatically generate an ad set with the Page, Pixel Event, Audience. These will appear in your Adset list in the section above.
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Click here to find out more about your ad account audience section and how to create a custom and lookalike audiences.
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Insights & Reporting

By turning on the Ad Level Pixel you can track pixel event across all campaign types.
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Review

Check over the details of your campaign before clicking launch.
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Preview

Have a final look at how your your ad variations will look on Facebook and Instagram.
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Launch

If all the information is correct click launch. This will take you back to the Campaigns Dashboard. Wait a couple of seconds and a green bar will show at the bottom of the screen saying your campaign has been successfully launched. Your new campaign will display at the top of the campaign table. Click the campaign name and it will take you into the Insights Dashboard, where you will be able to see all the performance results for your campaign.

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Copy and Duplicate Campaign

If you click on the square icon on the right-hand side or any campaign in the Leaf Grow dashboard it can be copy and duplicated. This feature allows you to use all setting and content that your previous campaign had but you have to option to change and edit it. You can also change the campaign type if your objective has changed.
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Insights Dashboard

Once your campaign has been running for awhile your insights dashboards will start to populate with the performance data. This date includes reach, engagement, cost-per-results, and interest performance. You can easily print or download these reports as a PDF by selecting the print button at the top of the report. Click the Ads Manager button and it will take you into your Facebook ad account, where you will be able to view and edit your campaign.
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Updated on: 27/02/2020