Ad Espresso tutorial for beginners

How to easily create
an ad campaign
with multiple creatives
using Ad Espresso
Photo by Neven Krcmarek on Unsplash

Hi there!
Welcome to your
Ad Espresso
tutorial!

Before we begin,
here are some
relevant facts

about AdEspresso –
the company and
the app.

AdEspresso
is an online tool
that

allows you
to quickly create,
analyze and optimize

your Facebook Ads
in an incredibly
simple way.

It empowers users
to multi-variate test

every aspect of
their Facebook
Campaigns.

In a couple of
minutes users can
create hundreds of
Ads,

testing everything
from the creativity
to the targeting.

In short, it
lets you add multiple
elements to a
campaign to see
which one works best.

AdEspresso
originally spun out
of an ad agency

by Carlo Forghieri,
Armando Biondi and
Massimo Chieruzzi.

Now based in
San Francisco,
California, USA,

AdEspresso
first got its start
building tools
for small and

medium businesses
to take better
advantage and

optimize its presence
on Facebook’s
advertising platform

— a business that
has taken off and
made it

one of the faster
growing of
Facebook’s
marketing partners.

It was acquired by
Hootsuite in
February 7, 2017.

Before we go ahead
with the tutorial,

let’s get to know
the meaning of

some terms we will
encounter and use

in learning
(and eventually using)
the tool.

a. Campaign
- a coordinated series
of linked
advertisements

It is typically broadcast
through several media
channels.

b. Ad set
- a group of ads that
share the same daily or
lifetime budget,

schedule, bid type,
bid info, and targeting
data.https://developers.facebook.com/docs/marketing-api/reference/ad-
campaign/

c) Ad Account -
Grouping of all your
specific ads activity.

Includes different
campaigns, ads and
billing information.
https://adespresso.zendesk.com/hc/en-us/articles/219190157-Facebook-
Advertising-Glossary

d) creatives
- artwork, design and
concept that goes into a
website design/ad
http://www.mbaskool.com/business-concepts/marketing-and-strategy-
terms/13385-creatives.html

e) multi-variate testing
-process of testing
multiple variations of
multiple elements

on a webpage with the
goal of determining

the best combination of
elements to increase
conversions
https://www.invespcro.com/blog/what-is-multivariate-testing/

f) Conversion rate
- percentage of visitors
who take a desired
action.

It may be in the form of
buying a product,

membership registration,
subscription,
software downloads

or any activity beyond
simple page browsing.
https://www.marketingterms.com/dictionary/conversion_rate/

g) Custom audience
- type of audience you
can create made up of
your existing customers.
https://www.facebook.com/business/help/341425252616329

h) target audience
- demographic of
people most likely

to be interested in your
product or service.
https://www.thebalance.com/what-is-a-target-audience-2295567

They are the intended
recipient of an ad or
message.
http://www.businessdictionary.com/definition/target-audience.html

i) post/page engagement
- the number of
actions (ex: likes,
comments, shares,

photo views, link clicks,
video views) related to

your Page’s posts as a
result of your ad.
https://www.advertisemint.com/definition/post-engagement/

j) reach
- number of different
people who are exposed

to an advertising
message at least once.
http://www.texas.net/~square1/mark4d.html

For more advertising
terms, you may go to:
https://adespresso.zendesk.com/hc/en-
us/articles/219190157-Facebook-Advertising-Glossary

Now let’s proceed
with the tutorial…

Open your
web browser of choice.

Type in adespresso.com
in the address bar

You will see
AdEspresso’s homepage.

Before you sign up,
scroll all the way down

to see all the
different features that

AdEspresso has to
offer to help you

maximize and optimize
online marketing

by multi-variate testing
ads to see which

are more effective and
cost efficient.

Now go back to the
top of the page

Click “StartYour
Free Trial Now”

For “country” click
the arrow

and choose from the
dropdown list.

Now click on
“Create My Account”

and you will be
directed to this page.

Click “Add Facebook
Account”

to this FB Ad account
management page.

Here you can select
which FB ad account/s

you want to manage
in AdEspresso by

clicking on the
appropriate checkbox.

Remember: AdEspresso
needs the connection

for it to manage and
publish your advertising

Go ahead and click “Add
Facebook Ad Accounts”

and you’re now ready
to try AdEspresso.

Listen to the video first
to find out how

AdEspresso simplifies
campaign creation.

Once done, click on the
green button

You are now inside the
Create Campaign page.

Let’s go through
the page’s features

one by one starting
with the menu.

Click “Your
Campaign” if you

Click “Select a
campaign” to see

the dropdown list.
You can either

to follow a
campaign’s progress

and see a listing of
all your campaigns.

Or you can click on
any Draft campaign

Click on it to see its
drop down menu.

Open each item and
check its features.

If you click on
“University” you will see

the University page.
This is where you can

read, listen and explore
about social media

advertising esp. on
Facebook – the how-tos,

the trends, sample ads
and more.

To the right of
the page you will see

the steps in creating
your ad campaign.

The step you’re in/you’ve
finished gets highlighted.

Right now, you’re in
Step 1–Create Campaign.

Just above this is the
Settings button -

Click on it to go to
Account Settings page.

On the left side
you ‘ll find your profile

On the right side is your
subscription settings.

The Settings page
is where you go

if you want to change
any entry in your

profile, password or
subscription.

Let’s now go back
and set up a
campaign.

Click “New Campaign”
to load the

The Ad Account is also
the billing account.

Tags are amazing
in organizing

your campaigns. It also
allows you to see

groups of different
campaigns based on

The Tag tab will appear
on the above menu

once you’ve made
at least one tag .

Next step –
What do you want
to Promote?

Here you choose
the objective of
your campaign -
what is it for?

You can choose between
Website or Application.

Under Website, these are
the FB ad type choices

There is only 1 choice
under Application:

For this tutorial, we will
select “Local Awareness”.

Click on “Proceed”
to lead us to…

In this 2nd step
we can create

different variations of
the ad by combining

several elements like text,
links, images & more.

We can multi-variate
test these ads later on

for cost and targeting
efficiency.

Go ahead and choose
an ad format.

You can opt for the
normal click ad

or try the carousel
ad format which

lets you showcase up
to 10 images/ videos

within a single advert,
each with its own link.

Next is the Page tab.
This is the
-

FB page where your
ads will be published.

Click on it to see
the dropdown list.

Select and click on
your choice. There!

This next step is
where you can start

to make multiple
variations of the ad

by the mix-match of
creatives (texts & images).

Let’s make a Headline
by typing on the box.

To add another one,
click on the icon.

Another text bar
will appear .

Same with the next
design field – Ad Texts.

For the ad text, type it
in the Ad Text box.

To test more, click the
icon to the right

and type your text in
the new text bar.

Before we go any
further, check the

“steps”/status box which
shows your inputs

as well as the number
of ad variations

Let’s now move on to
adding Images…

or videos to make
your ads effective.

Once you have
clicked on your choice

you may now Upload
images (or videos),

“Select from
your gallery” or

“Design an ad”
in Canva (for images).

To upload an image,
click the button

to see your file box.
Scroll and search

your files/folders
and click on

the appropriate image
for your campaign/.

Click “Open”
to upload the image

to your “Ads Design
page”. To test more

images, just
click on the icon.

Remember: Make sure
your uploaded images

are of the minimum or
recommended size.

If not, you will see
on the image.

Hover your mouse on
the upper right side

of the image to see
this button -

You may delete and
upload another image

or edit using AdEspresso’s
Image Editor.

Next , add a
destination/display URL.

It can be the URL
of the FB page

where the ads
will be published.

your campaign and
its results easily.

In the Display link field,
most people type in

the website address.
But you can actually

use the space
for extra text .

The Link Description
field is where you

tell customers where
they are clicking to

and what to expect
when they get there.

Or it can be used to
provide add’l info

you want to share
about your business.

The last step is
“Call to Action”.

Click the to see
the dropdown list.

The list you see
will be applicable to

the chosen objective
of your campaign.

For this ad campaign’s goal
(Local Awareness)

this is the suitable
Call to Action selection.

type in the details on
the field provided.

Then click on the “pin”
icon on the right

to see the map. Find
the exact location

by rolling down or
moving your mouse

or by pressing the
button to zoom in/out.

you find the specific
location.When you do,

Click “Drop pin”
and a pin will appear.

Drag and “drop”the
pin to the location

and your directional
map will look like this.

Click “Close” to put
away the map.

Let’s move on to the
most awaited part

of Ads Design –
Placement and Previews.

Here you can choose
where you’ll

From the status box
you can see that

we were able to make
8 ad variations.

Before you preview them,
choose placements first.

Simply “unclick” the
placement you do not

You can only preview
your ads if you

filled up all
the fields correctly

If not, you will see
a blank space

Since we did
all the steps right,

all the possible ad
variations created.

Click “Show more
variations” to see the rest.

Now exit the page
and try to click

individually each
placement option

to see how your
ads will look as

Click the on the
upper right side of

the preview screen to
see ads one by one.

Once you’re done
previewing, you may now

If you choose and
click the 1st option

you will be directed
to this page.

All fields are pre-filled
except for “Content”

Click and choose
one or more info

you want to see in
Google Analytics.

Click your choices from
the dropdown list

to see it in the
URL text field.

Last one is FB pixels.
What’s this?

It is an analytics tool
that allows you to
measure

the effectiveness of
your advertising

by understanding
the users’ behavior
on your website.

You set it up by
placing pixel code
on the header of
your website…

Once you’ve made
your choice/s

You have
successfully created
ad variations

using multiple
design elements.

And it did not
take forever
to do it, right?!

Now they’re ready
for targeting.

But that one’s for
the next tutorial…


Do hang
around for
that!!!
Photo by Redd Angelo on Unsplash

Ad Espresso tutorial for beginners

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