Facebook Ads for restaurants are a broad topic and, as a result, need more than one blog post. As a result, I decided to write four posts on this subject in order to cover everything that restaurant owners and managers need to know in order to run successful Facebook Ads campaigns.
If you haven’t read my first and introductory post about Facebook Ads for restaurants, you can find it here.
In the second part of this four-part series, I will show you step-by-step how to create a Facebook advertising campaign. Beforehand, I will also discuss why and how to set up a Facebook Ads Manager Account. Enjoy the read!
When you run Facebook Ads for restaurants, you should do it from Facebook Ads Manager, which is a part of Facebook Business Manager. Facebook Business Manager is a tool that lets you manage your business page and invite multiple people, for instance, your employees, to work on the page with you.
You need a business page on Facebook in order to run ads and set up Facebook Business Manager. I assume that your restaurant already has one.
Facebook Ads Manager, a part of Facebook Business Manager, lets you manage your advertising campaigns. It offers a few important capabilities:
In order to set up a Facebook Ad Account, you need to have your page connected to Facebook Business Manager. This process is quite straightforward and takes a couple of minutes.
Et voilà, your Facebook page has been added to the Business Manager.
This process is similar to the previous one where you added your page to Business Manager.
Here, I also added screenshots of each step to make it easier for you.
3. Click on the blue button saying “Add” and pick “Create a New Ad Account” – providing you haven’t set it up before. If you already have an Ad Account, but it isn’t a part of Business Manager, you should choose “Add an Ad Account”.
4. Next, you name the account, set the time zone, and the currency.
5. Subsequently, you should let Facebook know whether the account is for your business or for another business or client. If you set up the Ad Account for your restaurant, you should pick “My business”.
5. Last, add people and set permissions. You can select people from the left side and set permissions for each person on the right side. If you are the only one working on Facebook Ads, you simply click on your name and give yourself admin access.
After completing this step, you have added your page to Facebook Ads Manager and are ready to create your first Facebook Ads campaign.
Now we move on to the main topic of this post, which is setting up a Facebook Ads campaign. Again, I will cover each step and provide screenshots to make this process as seamless as possible for you.
The whole procedure is not complicated but requires some knowledge. Once you set up a Facebook Ads campaign once or twice, you will get the gist of it.
In Ads Manager, click the green button under “Campaigns” saying “+ Create”.
In other words, you decide what you want to achieve through this particular campaign. Each campaign can have only one objective. Choosing your objective is important, as Facebook uses this to determine other elements of your campaign, namely the ad formats, bidding options, and the way it optimizes the campaign.
For instance, if you want more Facebook users in your area to know about your restaurant, you will pick “Brand Awareness”; and if your campaign focuses on driving traffic to your Menu page, you should choose “Traffic”.
I will create a mock Facebook campaign to guide you step-by-step. In my example, the objective is Brand Awareness because I simply want more people to know about my restaurant.
My campaign will focus on fall specials that I want to promote, so that’s the name I chose. Make sure the name is simple and describes your campaign well, adding a date range is a good practice as well.
It is very important to adopt useful naming conventions for your campaigns when you start with Facebook advertising so you can easily organize your campaigns as you run more of them. It also allows you to analyze reports with more efficiency.
On the other hand, “Campaign 1” tells you nothing about the subject of your campaign, its date range, or anything else for that matter.
Every campaign consists of at least one ad set, and every ad set consists of at least one ad. The campaign has one objective. In an ad set, you set the audience, the budget, schedule, and placements. Finally, in an ad, you decide on the creative: images, videos, text, and the CTA.
The point of having multiple ad sets and ads within one campaign is to test different options and see what works best. I will discuss testing and optimizing in detail in my next blog post about Facebook Ads for restaurants.
In the next step, you decide how much you are willing to spend and when your campaign should run. If you create a few ad sets, the budget is set for each of them. As a result, you might spend more than you expected if you’re not careful.
You can also choose whether you prefer to have a daily budget or a lifetime budget. I recommend setting a daily budget as it gives you more control over your spending. With a lifetime budget, Facebook can spend everything in a couple of days even though you wanted your campaign to run for two weeks.
The schedule determines when your ad set starts running and, in case you choose to set an end date, when it stops running.
Deciding on your audience targeting is the crucial part of setting your campaign. You have two options: create a new audience or use a saved audience. For my example, I am creating a new audience.
The audience you target shouldn’t be too broad or too narrow. The best practice for Facebook Advertising is to start by creating and testing multiple audiences (start with between two and four), which helps you determine the most optimal targeting for your campaigns. Don’t forget to save your audience in order to use it in future campaigns; you’ll see an option to name and save your audience on the same page where you create your audience.
Custom or lookalike audiences are another extremely powerful targeting option for you; however, I will cover them in detail in the last post of the Facebook Ads for restaurants series.
Now let’s look at the specific targeting options. If you have one restaurant or a few restaurants in the same area, you should definitely narrow your audience based on location. For instance, you can pick people who live in your neighborhood, town, city, or state. In this example, I chose people living in Manhattan, NY.
Next, you target by age and gender. If your restaurant or your offer promoted in the campaign caters to a specific demographic group, you can narrow down your audience to match it. Similarly, if you promote your wine program, you should advertise to people over 21. On the other hand, if you run an Italian restaurant and promote your general menu, you might choose to advertise to people of all ages and genders.
The next option is detailed targeting. Here are some of the ways you can target people:
This is where Facebook beats all of its competitors at targeting possibilities. As a restaurant owner, you could target people who like your competitors. Alternatively, you could target parents with kids to promote your family-friendly menus, people in relationships to promote your date nights, business owners to promote your networking events, and so on. The possibilities here are endless.
Furthermore, you can increase your audience size with inclusions and you can narrow your audience size with exclusions. If you simply add more and more features, you say that you want to target people who match any of them – that’s how you increase your audience. On the other hand, you may decide to exclude some people by clicking the “Exclude” button or to narrow down the audience by focusing on users who meet all the criteria you set.
In my example, let’s imagine that I run a French restaurant in Midtown Manhattan. Thus, I chose to advertise to people who like French cuisine and wine. I narrowed down the audience by clicking the “Narrow audience” button. As a result, the consumers I target have to be interested both in French cuisine and wine.
Lastly, you pick the language that your target audience has set. If you run a French restaurant and want to advertise it to French people living in your area, you could choose French. Usually, however, there is no need to pick a specific language.
As you build your audience, Facebook will display on the right side of the page your estimated daily reach and tell you if your audience is too big, too small or if it’s just right.
Placements are the location on Facebook, Instagram and affiliate networks where your ads will be shown.
By default, Facebook will have “automatic placements” selected which can include Facebook, Instagram, and Audience Network. Generally, it will use the placements optimized to give you the best results. However, you can choose to edit your placements.
For example, you can select all the platforms available and all the placements within them, or pick some of them. Since different placements require different image sizes, it is best to not select all of them unless your images are optimized for various formats. It can be unnecessarily difficult, so I would recommend creating, for instance, one ad set for advertising on feeds and another one for stories. You can also create one ad set for each platform: Facebook, Instagram, and Audience Network.
Creating separate ad sets allows you to compare various placements and determine which one works best for your campaign. After some time, you may choose to continue running only the highest-performing ad set.
Next, you design the ads, which is what Facebook users will actually see. Each ad set has to have at least one ad, but ideally, it should have at least two of them in order to test different brand messages, images, or headlines.
You have two options here: to either select an existing Facebook post or to create a new ad. If you create a new ad, you can choose your preferred Facebook ad type and insert your images or videos and copy.
My next post will focus solely on the topic of creating high-performing ads.
To sum up, setting up a campaign is a major part of running Facebook Ads for restaurants. However, once you learn the mechanics of it, the process becomes much easier.
The steps required to set up a Facebook Ads campaign include:
The next post in this four-part series will cover creating high-performing Facebook ads for restaurants. Click here to read it!
What other topics connected to Facebook Ads for restaurants would you like to read about? Let me know in the comments!