StudioStack’s story amplification tool is designed to make content distribution easy and accessible to multiple people in your organization.
Before creating a new Facebook Promotion within StudioStack, we encourage you to check out this video blog post on How to Deliver Results and Boost Profitablity.
With this knowledge in mind, here are the steps on how to create a Facebook Promotion:
Step 1: Creating Your Ad Campaign
Creating an ad campaign is simple. Start by clicking the 'View Reports' button on the story that you’d like to amplify.
Then, select the 'Promotions' tab and click the 'Boost Story' button to add your Facebook campaign.
From there, select the Facebook Page you’d like the ad(s) published under. After this, choose your Sponsor Page, which will tag your brand partner under Facebook’s branded content regulations.
Special Ad Category: As of early 2020, Facebook requires Users to identify campaigns that market housing, employment and credit. If applicable, under the 'Special Ad Category' drop-down list, choose one of the three options or 'None'. Choosing one of the three options will then limit the targeting variables for the ads as part of the campaign per Facebook's new guidelines.
Note: Once a Special Ad Category is chosen and the promotion is launched, subsequent promotions of the same story will automatically lock-in the Special Ad Category that was selected in the original promotion.
Step 2: Setting Your Campaign Dates and Your Target Cost Per Read
Next, you can choose your amplification start and end dates. We suggest running your campaign over a period of several weeks if possible to allow time for delivery optimization.
Then, select the target number of reads you’d like delivered as well as your target Cost Per Read (CPR). Your target CPR will be used by Facebook as a bid cap, so choose a cost you’d be comfortable paying for each landing page view acquired. Your max budget is the sum of your target reads x your max CPR.
Your max budget will be spent evenly throughout the duration of your campaign until you achieve your target reads goal, at which point the promotion will end automatically.
Step 3: Choose Your Target Audience
The target audience section is where you’ll select who you want your ads to be served to. Here, you can type in the interests that best align with your audience. The resulting audience size numbers are pulled directly from Facebook and represent the total number of users who match that interest group across all of Facebook’s users (i.e. not limited to your target locations).
Step 4: Creating Your Ads
The final step is to create your ads. StudioStack will automatically generate your first ad by pulling the headline and cover image from your article. From there, you have the option of (1) making new ads from scratch, or (2) copying the existing ad and modifying it.
We suggest creating four versions of your ad to allow for easy optimization by Facebook. Keep in mind that Facebook’s recommended headline length and text link length are 25 characters and 125 characters, respectively.
And that’s it! Press the 'Boost' button and your campaign will be sent for review and should be live within minutes.
Step 5: Tracking Your Success
Give your campaign a few days to allow delivery to be optimized to the lowest-cost creative, then check to see how your ads are performing. Click the pencil icon next to the promotion you want to review, and you’ll see creative-level cost data that’ll help you determine if you need to make any optimizations to your campaign.
Step 6: Reviewing Your Cost Per Read
The average CPR is the average amount you’re paying Facebook to acquire a read using that ad. If you’re not satisfied with your costs, we recommend deleting the more expensive ads and adding new ones to the mix, which will hopefully perform better. We don’t recommend editing and republishing the existing ads; it’s better to add new ones.
Next Step: Signing Up For the Pressboard Boost