Text descriptions for the set up of the campaign are below.
Setting up a campaign
Now we get to turn our qualitative research and assumptions into data! Get started by going to your ad account and creating a new campaign.
For this test you want to select the object of “Traffic” for your campaign.
Name the campaign HIT1.A. If you are selling anything in a special category, select that category now:
If not, hit Next to move to the Ad Set Definition. Name your Ad Set HIT1.A and set the conversion to “Website”.
Notice the “Audience Definition” on the far right. The audience size there is important. We are going to be targeting an audience size in the range of around 500K – 5M when we define the audience.
You can set a budget, but we’ll be creating rules to manage spend later, so it’s not critical. You can also set a start date, or just turn it on manually when the time comes.
Defining your audience
BEFORE YOU BEGIN.
Start by looking through your ideal customer profile and pick ONE quality you need to have all of your users to have. For example, from the discussion guide, if we said each person we’re targeting must have an interest in RV’s, we’re going to save that one quality for later.
Start to define your audience with the “Detailed Targeting” Section.
Reference your definition of an ideal customer, and add as many interests, job titles, etc. as you can with the exception of the one quality you’re saving.
Once you have everything you can, try the “Suggestions” to see if Facebook has any other relevant categories.
Now, click “Narrow Audience” 
And add the trait everyone must have:
Check the audience size. You can now increase or decrease the audience by adjusting the geographic regions and age ranges. Yes, we did say don’t worry about demographics, but this allows us to control the size of the test group and that has an impact on our testing.
Adjust your settings until your audience is between 500K and 5M.
When you’re ready, save your audience and click next to start your first ad.
Creating an Ad
You should have already created your pain points and colour blocks. Ideally name the colour blocks something distinct, and when setting up your ads name each ad the same as the saved colour block.
Under Ad Creative, click “Add Media”
You can upload all of your colour blocks at once, or one at a time. Select one of the colour blocks and add it. When you start to set up the media MAKE SURE THE ASPECT RATIO STAYS AT 1:1. Regardless of the errors it shows you. Otherwise part of your text could be hidden and that will skew your results.
On the Optimize screen, you can turn on all of the optimization options UNLESS you’re in a political special category – in that case turn them all off.
Next, add a couple spaces in the “Primary Text” and “Headline” fields to clear them. Add a description that’s relevant to your space (Product Development, Road Safety, Electric RVs, or something to that effect)
For the Destination add your website:
And make sure you’re tracking to your Pixel:
Now, duplicate this ad 11 times:
Edit the name and ad creative to upload your additional content, and then publish your campaign. Turn off just the campaign for now until your ads have been reviewed.
Setting up Rules
Now that your campaign is ready, set up some rules to ensure each ad is viewed equally and to control your ad spend. Click “Rules” and “Create New Rule”
Select a custom rule:
Name your rule something like “Ads – Turn off at 400 Impressions” apply the rule to “all active ads” and the action to “Turn off Ads”
Add a condition for Impressions “Is Greater than” 400. And click add.
The rules should run continuously, and uncheck the Notifications (to prevent being spammed!)
And create that rule.
Create a second rule to limit “Spend” “is Greater Than” “$6” using the same process and save that rule.
Running your campaign
When your ads have been approved, start your campaign the next business day in the morning and start to collect data!
