Facebook Call Ads

Published on: December 7 2022 by Paid Media Pros

Facebook Call Ads

Facebook Call Ads

Facebook Call Ads

startTime	durationTime	text
00:00:00	00:00:03	when we hear someone tok about facebook
00:00:02	00:00:05	legion campaigns
00:00:03	00:00:07	it's easy to automatikally think of the
00:00:05	00:00:09	form that could be attached to one of
00:00:07	00:00:11	the ads within those campaigns
00:00:09	00:00:13	while instant forms are the most common
00:00:11	00:00:14	method for a lead gen campaign it's not
00:00:13	00:00:16	our only option
00:00:14	00:00:17	another option for legion campaigns is
00:00:16	00:00:19	to focus on
00:00:17	00:00:21	phone calls so if you want to look at
00:00:19	00:00:22	driving more calls to your business
00:00:21	00:00:24	i'm going to show you how you can run
00:00:22	00:00:25	through a lead gen campaign that will
00:00:24	00:00:27	focus on phone calls
00:00:25	00:00:29	instead of forms before we jump into
00:00:27	00:00:30	facebook ads manager i want to go over
00:00:29	00:00:31	three things
00:00:30	00:00:33	that you should know about call ads and
00:00:31	00:00:35	the first one is going to be the most
00:00:33	00:00:36	obvious thing call ads only show up on
00:00:35	00:00:38	mobile devices
00:00:36	00:00:40	pretty difficult to call from a desktop
00:00:38	00:00:41	unless you have some sort of third party
00:00:40	00:00:43	tool which most people don't
00:00:41	00:00:45	so already that will limit your reach by
00:00:43	00:00:46	just going after users with mobile
00:00:45	00:00:48	devices
00:00:46	00:00:50	but to limit that reach even more the
00:00:48	00:00:52	only available placements for call ads
00:00:50	00:00:54	are the facebook news feed facebook
00:00:52	00:00:56	marketplace and the instagram feed
00:00:54	00:00:58	even if you choose automatik placements
00:00:56	00:00:59	it'll only show up on these three
00:00:58	00:01:01	placements
00:00:59	00:01:03	if you choose manual placements you will
00:01:01	00:01:05	only be able to check or uncheck the
00:01:03	00:01:06	boxes for these three placements
00:01:05	00:01:08	and then the last thing before we really
00:01:06	00:01:09	get started is that when people click on
00:01:08	00:01:10	the ad
00:01:09	00:01:12	the call isn't going to automatikally
00:01:10	00:01:14	start and what i mean is when they click
00:01:12	00:01:16	on the call now cta
00:01:14	00:01:18	or they can click on the image or video
00:01:16	00:01:20	creative you're using in the ad
00:01:18	00:01:21	it's going to open up the call dialer
00:01:20	00:01:22	that's on the phone
00:01:21	00:01:24	your phone number that you're going to
00:01:22	00:01:25	implement in your ad that we're going to
00:01:24	00:01:27	show very soon
00:01:25	00:01:28	is going to be pre-filled on that user's
00:01:27	00:01:29	phone they will then have to click the
00:01:28	00:01:31	call button
00:01:29	00:01:33	on their phone to actually call your
00:01:31	00:01:34	business so just because the user clicks
00:01:33	00:01:36	on your call to action
00:01:34	00:01:37	or your ad creative it does not mean
00:01:36	00:01:38	that they're actually calling your
00:01:37	00:01:40	business and that's going to make a
00:01:38	00:01:41	difference when you're looking at the
00:01:40	00:01:42	reporting which will show you the few
00:01:41	00:01:44	different objectives of ways you could
00:01:42	00:01:46	do that so now that we know this
00:01:44	00:01:47	let's hop into facebook ads manager and
00:01:46	00:01:49	we'll go over the two ways that you can
00:01:47	00:01:51	create call ad campaigns
00:01:49	00:01:53	i'm going to go over two ways that we
00:01:51	00:01:54	can create call focused ads within
00:01:53	00:01:56	facebook ads manager
00:01:54	00:01:57	so let's begin by creating a new
00:01:56	00:01:59	campaign and the first campaign
00:01:57	00:02:00	objective we can use
00:01:59	00:02:02	probably going to be the most popular
00:02:00	00:02:04	one is lead generation you can name your
00:02:02	00:02:06	campaign here or you can do it in the
00:02:04	00:02:08	next step so let's click continue i
00:02:06	00:02:10	already went ahead and named my campaign
00:02:08	00:02:11	but then we see the typical legion
00:02:10	00:02:13	campaign settings you can choose if
00:02:11	00:02:14	you're in a special ad category
00:02:13	00:02:16	there's confirmation of our campaign
00:02:14	00:02:17	objective and then we have the optional
00:02:16	00:02:19	setting of
00:02:17	00:02:21	campaign budget optimization i don't
00:02:19	00:02:22	want to start a debate on which one is
00:02:21	00:02:23	better cbo
00:02:22	00:02:25	or ad set level budgets because i've
00:02:23	00:02:27	seen both of them work really well
00:02:25	00:02:29	but for call ads you may want to
00:02:27	00:02:30	consider doing campaign budget
00:02:29	00:02:32	optimization and here's why
00:02:30	00:02:34	when you turn on campaign budget
00:02:32	00:02:35	optimization i'm going to call it cbo
00:02:34	00:02:36	from here on out
00:02:35	00:02:38	you can switch your campaign budget from
00:02:36	00:02:40	daily to lifetime budget
00:02:38	00:02:43	and after i do that i can click the show
00:02:40	00:02:45	more options scroll down a little bit
00:02:43	00:02:46	and here we'll see ad scheduling kind of
00:02:45	00:02:47	highlight it at the same level and then
00:02:46	00:02:49	we can click edit
00:02:47	00:02:51	and then choose run ads on a schedule
00:02:49	00:02:53	now to implement the ad schedule we will
00:02:51	00:02:55	do that at the ad set level
00:02:53	00:02:57	but before i move on i want to explain
00:02:55	00:02:58	why if your business only has certain
00:02:57	00:02:59	store hours
00:02:58	00:03:01	or if you're not a brick and mortar
00:02:59	00:03:01	store and you just have typical business
00:03:01	00:03:03	hours
00:03:01	00:03:04	if you're running a call focused
00:03:03	00:03:06	campaign you want to make sure that you
00:03:04	00:03:07	have someone there who can answer that
00:03:06	00:03:08	phone call
00:03:07	00:03:10	otherwise this campaign could be a waste
00:03:08	00:03:12	of money for you and
00:03:10	00:03:13	it could be horrible customer service if
00:03:12	00:03:15	people are trying to call you and
00:03:13	00:03:17	they're not getting any response back
00:03:15	00:03:18	if you have a 24 hour call center fine
00:03:17	00:03:20	you don't have to worry about that but
00:03:18	00:03:21	you can only use the ad scheduling
00:03:20	00:03:23	setting
00:03:21	00:03:25	if you have cbo turned on and you've
00:03:23	00:03:27	switched it to lifetime budget
00:03:25	00:03:28	so when we get to this ad set example
00:03:27	00:03:29	we'll mess with the hours a little bit
00:03:28	00:03:30	later because there's a few more
00:03:29	00:03:32	settings that are involved but then we
00:03:30	00:03:34	can click next
00:03:32	00:03:36	i already went ahead and named my ad set
00:03:34	00:03:37	but right under the ad set name we see
00:03:36	00:03:39	the lead method
00:03:37	00:03:40	the default option is instant forms
00:03:39	00:03:42	which i mentioned in the intro
00:03:40	00:03:44	but of course for this video i want to
00:03:42	00:03:45	switch it up to calls and even before i
00:03:44	00:03:47	selected calls
00:03:45	00:03:48	and after if you look off to the side
00:03:47	00:03:50	facebook is mad because i haven't
00:03:48	00:03:50	finished up my ad scheduling settings
00:03:50	00:03:52	yet
00:03:50	00:03:53	we can see that it's right below so let
00:03:52	00:03:55	me scroll down a little bit i skipped
00:03:53	00:03:56	the part about setting up the facebook
00:03:55	00:03:58	page but you can see we already have the
00:03:56	00:03:59	pay media pros page selected that's our
00:03:58	00:04:01	page for this account but then we need
00:03:59	00:04:03	to choose a start date and end date
00:04:01	00:04:05	remember this isn't daily budget we had
00:04:03	00:04:06	to shift it to a lifetime budget so
00:04:05	00:04:08	there has to be an
00:04:06	00:04:09	end date so i'm recording this video on
00:04:08	00:04:11	april 30th 2021
00:04:09	00:04:13	and let me just adjust the time to end
00:04:11	00:04:14	it at the end of the next month
00:04:13	00:04:16	and a couple minutes have already gone
00:04:14	00:04:17	by facebook is angry at me so i'm just
00:04:16	00:04:18	gonna change the time so this error
00:04:17	00:04:21	doesn't pop up again
00:04:18	00:04:22	so yes this campaign will end on may
00:04:21	00:04:24	31st
00:04:22	00:04:26	at 5 pm central time if i evaluate the
00:04:24	00:04:27	results i want to see this campaign
00:04:26	00:04:29	continue to run
00:04:27	00:04:30	i can always come back in update my end
00:04:29	00:04:32	date but then i'll also have to go in
00:04:30	00:04:33	and update the lifetime budget too
00:04:32	00:04:35	within the campaign settings can be kind
00:04:33	00:04:36	of a pain in the butt but that's what we
00:04:35	00:04:37	have to do if we want to control the
00:04:36	00:04:38	hours of when people can see our call
00:04:37	00:04:40	focused ads
00:04:38	00:04:42	if we scroll down a little bit ad
00:04:40	00:04:42	scheduling was selected at the campaign
00:04:42	00:04:44	level
00:04:42	00:04:46	so i can't uncheck this this is going to
00:04:44	00:04:48	automatikally be checked but we do have
00:04:46	00:04:49	another option right below
00:04:48	00:04:51	so let me open up this menu we can
00:04:49	00:04:52	select one or the other of which time
00:04:51	00:04:54	zone to use
00:04:52	00:04:56	for ad scheduling so right now we're
00:04:54	00:04:58	using the viewer's time zone
00:04:56	00:04:59	but if i have someone manning the calls
00:04:58	00:05:01	and i only want my ads running when i
00:04:59	00:05:02	have staff to receive them
00:05:01	00:05:04	i may want to switch use the add
00:05:02	00:05:06	accounts time zone so now i can click
00:05:04	00:05:08	and select which days of the week and
00:05:06	00:05:10	hours of the day i would want this
00:05:08	00:05:11	campaign running and it's easy enough
00:05:10	00:05:14	for me to just click and drag
00:05:11	00:05:16	and again it is based on my time zone so
00:05:14	00:05:18	this ad set i'm creating right now
00:05:16	00:05:20	will only run mondays through fridays
00:05:18	00:05:22	from 8 am central time
00:05:20	00:05:23	to 6 pm central time and it's easy
00:05:22	00:05:24	enough for you just going to click a few
00:05:23	00:05:26	random ones for
00:05:24	00:05:28	example to manually select any hour that
00:05:26	00:05:28	you want so you don't have to do a solid
00:05:28	00:05:30	block like i did
00:05:28	00:05:32	pretty cool that you can customize it
00:05:30	00:05:33	like this but let me uncheck these three
00:05:32	00:05:35	if you choose to do ad scheduling and
00:05:33	00:05:36	you're done with that we can scroll down
00:05:35	00:05:38	to our audience options
00:05:36	00:05:40	i am not going to go over the targeting
00:05:38	00:05:41	options you have within facebook that's
00:05:40	00:05:42	not the purpose of this video because
00:05:41	00:05:43	there are a ton
00:05:42	00:05:45	of targeting options so if you're
00:05:43	00:05:46	curious about that you can check
00:05:45	00:05:48	michelle's video that she created
00:05:46	00:05:49	earlier this year but i did name this ad
00:05:48	00:05:50	set
00:05:49	00:05:52	interest so i'm just going to select one
00:05:50	00:05:53	option so i can keep on moving okay
00:05:52	00:05:54	there's my targeting options let's keep
00:05:53	00:05:55	on going
00:05:54	00:05:57	there you can choose your placements and
00:05:55	00:05:59	before we go on to the ad creation i do
00:05:57	00:06:00	want to stop on the optimization and
00:05:59	00:06:02	delivery portion this is pretty
00:06:00	00:06:04	straightforward but i feel like i have
00:06:02	00:06:06	to cover it the purpose of this campaign
00:06:04	00:06:08	and this ad set is to get as many calls
00:06:06	00:06:10	as possible so that is what facebook is
00:06:08	00:06:11	going to optimize towards that is
00:06:10	00:06:13	exactly why
00:06:11	00:06:14	if i hover over this it's grayed out we
00:06:13	00:06:16	cannot change the optimization setting
00:06:14	00:06:17	for this ad set if you want it to be
00:06:16	00:06:18	something else
00:06:17	00:06:20	don't even create a call lead gen
00:06:18	00:06:21	campaign in the first place and then if
00:06:20	00:06:23	we go down to cost control
00:06:21	00:06:24	we can't update that either so let's
00:06:23	00:06:26	just move on to the next step and that
00:06:24	00:06:27	is creating our ads
00:06:26	00:06:29	we already have our page selected
00:06:27	00:06:31	because we chose it at the ad set level
00:06:29	00:06:33	so i'm just going to keep scrolling down
00:06:31	00:06:34	and next let's look at the ad setup and
00:06:33	00:06:35	add creative because if you see in the
00:06:34	00:06:38	ad setup
00:06:35	00:06:40	we only get the option for single image
00:06:38	00:06:42	or video or we can take those images and
00:06:40	00:06:44	make a slideshow that means if you love
00:06:42	00:06:45	using carousel ads you cannot use them
00:06:44	00:06:47	for call campaigns
00:06:45	00:06:48	but most of the ad creative setup is
00:06:47	00:06:50	fairly straightforward you'll need to
00:06:48	00:06:51	enter your primary text
00:06:50	00:06:53	and then if you want you can add in your
00:06:51	00:06:55	optional headline or description
00:06:53	00:06:57	now it might be tempting since it's a
00:06:55	00:06:58	call campaign to use the headline to say
00:06:57	00:07:00	something like call
00:06:58	00:07:02	us but if you see in the ad preview the
00:07:00	00:07:05	call to action button is call now
00:07:02	00:07:07	that is the only cta that we get for
00:07:05	00:07:08	this ad format so it seems silly to have
00:07:07	00:07:09	the headline that pretty much says the
00:07:08	00:07:11	exact same thing
00:07:09	00:07:12	so in this partikular example since i'm
00:07:11	00:07:13	using a specific ad schedule
00:07:12	00:07:16	and i know my ads are going to be
00:07:13	00:07:17	running only when i'm open i can use a
00:07:16	00:07:18	headline like this
00:07:17	00:07:20	say open now or something like we're
00:07:18	00:07:20	ready to take your call you get what i
00:07:20	00:07:21	mean
00:07:20	00:07:23	trying to provide some sort of
00:07:21	00:07:24	expectation on good customer service
00:07:23	00:07:26	we're here to help you now
00:07:24	00:07:28	i'm gonna skip the description but you
00:07:26	00:07:30	can add one if you want to but next
00:07:28	00:07:31	here we get the phone number first
00:07:30	00:07:33	you'll need to select your country code
00:07:31	00:07:34	you can scroll through the many options
00:07:33	00:07:36	you have or you can just type in your
00:07:34	00:07:38	specific country and then enter in your
00:07:36	00:07:39	phone number once i did that
00:07:38	00:07:41	the errors from facebook went away
00:07:39	00:07:44	everything else is looking good
00:07:41	00:07:44	so then we can publish so my new ad is
00:07:44	00:07:46	created
00:07:44	00:07:48	and i'm in the typical performance
00:07:46	00:07:50	column view so we see under bid strategy
00:07:48	00:07:51	it's focused on the lowest cost to get
00:07:50	00:07:53	as many calls as possible
00:07:51	00:07:55	shifting over a little bit looking at
00:07:53	00:07:57	results the results for this is going to
00:07:55	00:07:59	be estimated call confirmation clicks
00:07:57	00:08:01	and then the cost per result
00:07:59	00:08:03	per estimated call confirmation click
00:08:01	00:08:05	again the results are going to show the
00:08:03	00:08:07	number of people who clicked on the ad
00:08:05	00:08:08	for the lead generation objective it's
00:08:07	00:08:10	the approximate number of people who
00:08:08	00:08:12	clicked on the call dialer so this
00:08:10	00:08:13	estimated amount could be
00:08:12	00:08:15	different than the number of people who
00:08:13	00:08:16	actually called your business
00:08:15	00:08:18	definitely have to keep that in mind so
00:08:16	00:08:19	that was one campaign objective
00:08:18	00:08:20	and i know it's the one i pretty much
00:08:19	00:08:22	toked about in the intro but there's
00:08:20	00:08:24	actually another way
00:08:22	00:08:25	you can use call ads within facebook so
00:08:24	00:08:25	i'm going to head back to the campaigns
00:08:25	00:08:26	tab
00:08:25	00:08:29	and then i'm going to create another
00:08:26	00:08:30	campaign because the second objective we
00:08:29	00:08:32	can use to create call ads is going to
00:08:30	00:08:34	be traffic
00:08:32	00:08:35	and then let's click continue the
00:08:34	00:08:36	campaign settings are pretty much the
00:08:35	00:08:38	same i'm not going to duplicate this
00:08:36	00:08:40	i'm not going to use ad scheduling this
00:08:38	00:08:41	time it's all the same that i did
00:08:40	00:08:43	in the last example so i'm just going to
00:08:41	00:08:46	keep moving on at the ad set level we
00:08:43	00:08:48	need to keep it at the website objective
00:08:46	00:08:50	scrolling down there's our daily budget
00:08:48	00:08:51	since i'm not using partikularly a
00:08:50	00:08:54	lifetime budget with ad scheduling we
00:08:51	00:08:55	can still add an end date if possible
00:08:54	00:08:57	but i'm not going to be able to select
00:08:55	00:08:59	my hours i'm going to leave that as is
00:08:57	00:09:00	20 a day keep scrolling down i'm going
00:08:59	00:09:01	to use the same interest i did in the
00:09:00	00:09:03	last example
00:09:01	00:09:04	once we get down to optimization for ad
00:09:03	00:09:07	delivery
00:09:04	00:09:08	we do have the option to change it but
00:09:07	00:09:09	don't do that
00:09:08	00:09:11	leave it as link clicks that is what
00:09:09	00:09:13	we're going to need to be able to run
00:09:11	00:09:15	call ads with a traffic objective so
00:09:13	00:09:17	again leave it as link clicks
00:09:15	00:09:19	and then we can move on to the next step
00:09:17	00:09:21	now since we didn't select a
00:09:19	00:09:23	lead gen campaign setup it looks like we
00:09:21	00:09:24	have more formats that we could use for
00:09:23	00:09:25	this ad
00:09:24	00:09:27	but if you want to keep it as a call
00:09:25	00:09:29	focused campaign you still have to leave
00:09:27	00:09:32	it as single image or video
00:09:29	00:09:34	no carousel no collections don't check
00:09:32	00:09:35	the instant experience box
00:09:34	00:09:37	okay we're going to scroll down to the
00:09:35	00:09:38	add creative this time they didn't pull
00:09:37	00:09:39	an image for me so i'm going to have to
00:09:38	00:09:41	select one
00:09:39	00:09:43	there we see the options for the primary
00:09:41	00:09:45	text headline and description
00:09:43	00:09:47	same as always i'm going to skip that
00:09:45	00:09:48	for now to focus on the next step which
00:09:47	00:09:49	is destination
00:09:48	00:09:51	because it's going to show website right
00:09:49	00:09:53	off the bat but you can change that to
00:09:51	00:09:55	phone call
00:09:53	00:09:57	and that's going to change the ad format
00:09:55	00:09:58	since the website option went away
00:09:57	00:10:00	they took away the option for us to
00:09:58	00:10:02	select a different call to action button
00:10:00	00:10:04	so the one option we get yet again is
00:10:02	00:10:06	call now i wanted to do that
00:10:04	00:10:08	first just so you don't type in a call
00:10:06	00:10:10	now specific headline and then realize
00:10:08	00:10:11	you're still stuck with the call now cta
00:10:10	00:10:13	all right just getting something in
00:10:11	00:10:14	there so the ad won't get rejected
00:10:13	00:10:16	and then the same as last time our
00:10:14	00:10:17	country code and phone number i don't
00:10:16	00:10:18	remember what i selected last time so
00:10:17	00:10:21	i'm just going to use that one
00:10:18	00:10:23	so as you see it took away the final url
00:10:21	00:10:24	again focused just on phone calls
00:10:23	00:10:26	and in this case everything looks decent
00:10:24	00:10:27	so i can publish this one too
00:10:26	00:10:29	looking at the performance columns just
00:10:27	00:10:30	like we did with the lead gen campaign
00:10:29	00:10:31	objective
00:10:30	00:10:33	for the traffic objective they're
00:10:31	00:10:34	different remember we were looking at
00:10:33	00:10:36	optimizing for link clicks
00:10:34	00:10:38	so the bid strategy is going to try to
00:10:36	00:10:39	get as many link clicks for the lowest
00:10:38	00:10:41	cost
00:10:39	00:10:42	and if you're looking at a wider view of
00:10:41	00:10:43	a bunch of different ads from a variety
00:10:42	00:10:46	of ad sets
00:10:43	00:10:46	you will probably be viewing your call
00:10:46	00:10:49	focused ads
00:10:46	00:10:50	with your website focused ads anything
00:10:49	00:10:51	in terms of call only i would try to
00:10:50	00:10:53	filter those views so you're just
00:10:51	00:10:55	looking at the call focused ones
00:10:53	00:10:57	knowing that those link clicks are when
00:10:55	00:10:58	people opening up the call dialer
00:10:57	00:11:00	if we shift over we see the results are
00:10:58	00:11:01	link clicks and then that cost per
00:11:00	00:11:03	result will be per
00:11:01	00:11:04	link click now we said in the lead
00:11:03	00:11:06	objective it's going to show you the
00:11:04	00:11:09	estimated call confirmation clicks
00:11:06	00:11:10	with the traffic focused objective we're
00:11:09	00:11:11	just seeing the number of people who
00:11:10	00:11:12	clicked on the ad
00:11:11	00:11:14	so in my opinion these results are going
00:11:12	00:11:15	to be a little bit less accurate but
00:11:14	00:11:17	this could be
00:11:15	00:11:18	a good option if you want to test a call
00:11:17	00:11:20	campaign
00:11:18	00:11:22	versus a website focus campaign to
00:11:20	00:11:23	potentially see which ones perform
00:11:22	00:11:25	better in terms of engagement
00:11:23	00:11:26	and now you know the two ways that you
00:11:25	00:11:28	could set up call ads
00:11:26	00:11:30	on facebook we're clearly limited by
00:11:28	00:11:30	device we're limited by the placement
00:11:30	00:11:32	options
00:11:30	00:11:34	but if your company really relies on
00:11:32	00:11:36	phone calls and you know that's the best
00:11:34	00:11:37	way that you can close a sale
00:11:36	00:11:39	i definitely recommend trying out this
00:11:37	00:11:41	ad format if you have any questions
00:11:39	00:11:42	about how these campaigns work
00:11:41	00:11:44	or you want to share your experience
00:11:42	00:11:46	with call ads on facebook please let us
00:11:44	00:11:47	know in the comments below
00:11:46	00:11:48	thanks for watching our video if you
00:11:47	00:11:50	found it useful give us a thumbs up
00:11:48	00:11:52	below we release a new video at least
00:11:50	00:11:53	once a week so if you want to see more
00:11:52	00:11:57	from the paid media pros channel be sure
00:11:53	00:11:57	to subscribe