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Drive traffic to your external website

When you want to create ads to drive traffic to your external you have three ad types to choose between; Domain ads, Unpublished Page post Link ads and Multi-product ads.

Domain ads are not connected to a Facebook page and can only be placed in the right hand column on desktop devices. Unpublished Page post Link ads and Multi-product ads can be placed in the right hand column and the news feed on all devices (mobile and desktop).

In this article we will go through how you create these ad types and what bid type you should select.

Domain ads

1. Click on External Website in the left hand sidebar
CreateAdExternalWebsiteFeb20152.The template window will open, select Domain ad and start typing in the URL, add titles, body texts and images.
CreateAdDomainAdPopUpFeb2015 copy

  • Social context: Select to show social context if you want Facebook to show how many people like the Facebook page connected to your website.
  • Website address: In this field you need to specify where you want to send users who click on your ads. With Qwaya you can create unique tracking URL’s by using our URL builder in the Publish ads tab. Therefore you don’t need to add any tracking parameters directly on the URL.
  • Title: The maximum characters for the title is 25. If you add more characters the title will be underlined in red to mark the error. If you add several titles each title will generate a separate ad.
  • Body: The maximum amount of characters for the body text is 90. If you add more the body text will be underlined in red to mark the error. If you add several body texts each text will generate a separate ad.
  • Images: Choose what image the ad should display.  If you add several images each image will generate a separate ad.
    - Recommended image size is 254×133 px with a ratio of 1.91:1.
    - Please remember that your image can’t contain more than 20% text. You can test your images in Facebook’s grid tool.
  • Placement: Domain ads can only be shown in the right-hand column on desktops on Facebook.

Save your Domain ads as a creative template

When you are done adding, titles, body texts and images you can save the ad creative as a template by clicking on the “Save as” button. A new window will open where you can create folders in which to save the template. Give the template and the folders names describing the content of the templates so you can identify them easily. You will find your templates in the Use Template tab in the left hand sidebar in “Create Ads”

You can also skip saving the template. In this case click on the “Create” button when you are done adding titles, bodies and images. The ad creative content will not be saved for future use but you will have all the ad creative added to the Preview field in the main window.

Once you have generated the external website creative you are ready for the next step. Go to “Set Targeting” to set up your targeting for the generated creatives. Read more about generating the targeting.

Unpublished Link post ads

1. Go to ‘Create Ads’ and select to create an ad for one of your pages.
CreateAdsPages-SidebarFeb2015CreateAdLinkAdPopUpFeb2015

  • URL: Add the destination URL.
  • Caption: This is the URL that will be visible in the ad.
  • Add post text: This is the copy of the ad. It will be placed above the image. Make sure to clearly explain what you are promoting with max 90 characters.
  • Add name: Tell people what your ad is about. The name will be placed below the image and you can use 25 characters.
  • Add description: Describe why people should visit your website with max 199 characters.
  • Add Images: The image aspect ration should be 1.91:1. In order for the image to render the best in all placements the size should be 1200x627px. The recommended size for desktop news feed is 400×209 px and for mobile news feed 560×292 px.
  • Placement: Unpublished Page Post Link ads can be shown on all placements on Facebook.

LinkAdPreviewDescription

Save your Unpublished Page Post Link ads as a creative template

When you are done adding, titles, texts and images you can save the ad creatives as a template by clicking on the “Save as” button. A new window will open where you can create folders in which to save the template. Give the template and the folders names describing the content of the templates so you can identify them easily. You will find your templates in the Use Template tab in the left hand sidebar in “Create Ads”

You can also skip saving the template. In this case click on the “Create” button when you are done adding titles, bodies and images. The ad creative content will not be saved for future use but you will have all the ad creative added to the Preview field in the main window.

Once you have generated the external website creative you are ready for the next step. Go to “Set Targeting” to set up your targeting for the generated creatives. Read more about generating the targeting.

Multi product ads

With Multi product ads you can showcase three different products within a single ad unit, on desktop or mobile. Each product highlighted will have its own image, description and link.

1. Click on the page that you want to be the sender of the ad.CreateAdsMPASelectpage Dec14

2. Select to create a Multi product ad.

Select MPA in Create Ads

3. Fill out the different fields. If you want to see what you’re entering please hover over the small questions marks.Each Multi-product ad has one message, but you can showcase three different products with separate descriptions and links. When someone clicks on the image, they will get to the link.

MPA popup Numbers create ads dec 2014

  1. Message: The post text in the top of the ad.
  2. Image: Make the product as big as possible in the image. Ratio 1×1, min size 460×460 px.
  3. Title: Each product has a title,  max amount of characters: 35.
  4. Description: Put in a short description about each product,  max amount of characters: 30
  5. See more link: In the bottom of the ad there is a see more link. Link to the product category page or the website. 
  6. Link: This is the link to the specific product. It will not be visible, but when the viewer clicks on the image they will be redirected to the destination URL. If you use our Google Analytics integration or create URLs using our URL builder we will add the tracking links to these URLs.

MPA Explainer for FAQ

Save your Multi product ads as a creative template

When you are done adding, titles, texts and images you can save the ad creatives as a template by clicking on the “Save as” button. A new window will open where you can create folders in which to save the template. Give the template and the folders names describing the content of the templates so you can identify them easily. You will find your templates in the Use Template tab in the left hand sidebar in “Create Ads”

You can also skip saving the template. In this case click on the “Create” button when you are done adding titles, bodies and images. The ad creative content will not be saved for future use but you will have all the ad creative added to the Preview field in the main window.

You can now see your ad in the Create Ads view. Hover over the placement option to preview the ad.

MPA inCreate Ads pane

Once you have generated the external website creative you are ready for the next step. Go to “Set Targeting” to set up your targeting for the generated creatives. Read more about generating the targeting.

Select Optimization goal and Billing event.

In Qwaya you can set up the Optimization goal and Billing event in the Publish Ads tab.
1. Click on Generate X ads
GenerateAdsFeb2015

2. In the Basic Settings tab you decide what Optimization goal (optimise for) and Billing event (pay for) you want to use.

Screen Shot 2015-09-14 at 13.13.45

If you want to drive traffic to your external website and your goals is website link clicks we recommend you to use Optimization goal “Link clicks”. If you want to drive traffic to your external website and your goal is website conversions we recommend you to use Optimization goal “Offsite conversions”

Bid your true value
You can either set a Custom max bid or choose Automatic. If you decide to choose Automatic, Facebook will adjust the bids to try and give you as many optimization goals as possible based on your budget. If you choose Custom max bid, you’ll be able to manually set the maximum value that you place on that action.

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