If this is the first time you are starting with Facebook Ads, this is a good place to start, you will learn the basis for running Facebook Ads and some technical knowledge that you need to know when you begin.
So one of the first things we are going to do is to set a business page, our Facebook page will be the place where we are going to be selling our products or services, so we will be running ads to this page and here is where all the fun will happen.
Go to this link:
https://www.facebook.com/pages/creation
From the image above select Business or Brand, after this, you will be given a page to fill out the information about the business fill it out and proceed.
Select an image for your main Facebook page and for your cover as shown above:
After setting up your Facebook page, then we will need to do some basic Facebook optimization to the page to finish it and complete and fill all the information about our business.
Business Manager
Now that we have set up our Facebook page it is time to go and set up our Facebook business manager.
Business Manager is a tool that will allow us to handle our campaigns and manage our ad accounts if we have an agency we will be able to set up different accounts for different clients here.
We want to go to this link now: https://business.facebook.com
Set your name and your business email if it is the first time you get into this page.
You will find a button “Business Settings” hit that button. You will get the image that you see below there are just some sections that are worth learning when we are just starting.
-Users:
People (We can add other admins for our accounts or employees)
-Accounts:
Pages (Here will go our Facebook page that we have just created)
Ad Accounts (This is if we manage different businesses or we have our own digital agency)
-Data Sources:
Pixels (This is quite important, this will allow us to get more clients, retarget them and get more information on them)
And the payment section which is self-explanatory.
This section at the top left is something we are going to be using very often too, so get used to it:
Our business manager tab.
Go to “Ads Manager” and then you will find tabs similar to the ones shown below:
In this ads manager section, there are three important things to make it quite easy to understand see the image below so you can get a basic idea on how this works out:
The image above is very clear to get the main idea of how this works out. Now, we will be working most of the time just with the “AD SETS” section, here is where we do the split test, select our targeting, bidding and so on.
Now Position yourself in the “Campaigns Tab” and hit “Create”.
Marketing Objectives
In this section is where we begin to optimize our ads and do a better and more specific targeting according to what our main goal is, so you will be given different options and then we just have to carefully select the one we consider to be the best.
To help you make the right choice I will be describing each of them in more details below as simplistic as possible (this will require another article to go into the details):
Awareness
Brand Awareness: Get to more people who are more likely to be interested in your brand.
Reach: Get to as many people as possible.
Local Reach: Get to more people who live close to you.
Consideration
Traffic: Get people who are more likely to visit your site.
Engagement: Get people who will more likely engage with your ad (comment, like, share)
App Installs: Get installs to your app.
Video Views: Get people who are more likely to watch your video
Lead Generation: Get people who are more likely to become leads.
Messages: Get people who are more likely to open their messenger and talk with you (to complete purchases or ask about your product or support.
Conversions
Conversions: Get people who are more likely to convert (opt-in, registration, purchases)
Catalog Sales: Retargeting campaigns (e-commerce websites)
Store Traffic: Get people who are more likely to visit your physical store (your business local store)
Facebook Pixel
Installing Facebook pixels is a must do for anyone running ads.
Pixels allow us to track any actions a user is performing in our website (purchases, add to cart, sign up, ), the user has to be logged in Facebook and then this data allow us then to optimize our ads and our targeting in general.
If you are new you should see a message like this:
Click on Set up a Pixel
You will be given three options very well described,
The first option supports the most common platforms so you can just select and connect.
The second one is the most common one by most people, you have to copy and paste it manually.
The third one is just spamming your developer. Honestly, there is no need for this, this is easy to set it up or you can hire me to do it 😉
Audiences
This allows you to build and target a specific group of people based on certain actions that they have made either on Facebook or on your site.
There are different kind of audiences we can create with Facebook.
Lookalike audiences and Custom Audiences.
Custom Audiences:
As you can see in the image above there are different custom audiences that you can create based on different activities. We are going to analyze each of them:
-Website Traffic: It creates a custom audience based on people who have visited your site, the awesome thing about this feature is that you can customize it even more by including or excluding people that visited certain pages (thank you pages, add to cart pages, sign up pages, etc.) making the ads even more targeted.
-Customer File: It creates a custom audience based on a database of people you already have. So you can import your data based form your subscribers or leads.
-App Activity: It creates a custom audience based on people who have downloaded and interacted with your app.
-Offline Activity: It creates a custom audience based on people who visited your site or you had a conversation over the phone.
-Video: This is a very cool tool when you lunch your video ad you can retarget people who have watched your video for a certain amount of time.
-Lead Form: It creates a custom audience based on a lead form (in Facebook or Instagram) that people interacted with.
-Events: It creates a custom audience of people who interacted with any of your events.
-Instant Experience: It creates a custom audience of people who interacted with your instant experience.
-Facebook Page: It creates a custom audience of people who interacted with your Facebook page.
Lookalike Audiences:
This helps you to create audiences that lookalike (things they have in common, things they like, whether it be programs they watch or similar hobbies, etc.) your custom audience (any of the listed above).
The cool thing about this tool is that it allows you to select how close (lookalike) your audience can be:
The closest it is to the left the more targeted it will be, if you are looking to expand however you can do it by amplifying it to the right but the more you are to the right the less closely they will be from your main audience, thus they will be less close to your original audience.
Running Facebook Ads
There are many important things to consider when lunching a successful Facebook campaign, we are going to briefly describe them above:
Ad copy
Ad image/video
Landing page
Offer
Audience
We will be going and explaining every single one in more details in another post and we could add more things to consider like funnels or the backend and so on.
Now obviously there are different kind of ads for different kind of businesses in this example we are going to go with a very common business but if you want to check more examples you can browse our blog section and you will find more examples in great detail.
Restaurant (Coffee Shop)
First, keep in mind that often times videos convert better than images so if you could try videos that would be great we will be setting up an image in this case, I want to keep this posts as simple as possible:
So let’s say we have our local Coffee Shop in San Diego,
Special Offers or discounts are of great use for local businesses, they are more commonly used in special days like anniversaries, mother’s day, Black Friday, holidays promotions, etc.
So here we have just written a basic ad copy. We are going to move now on what goes behind the scenes J with our ad settings.
We are going to create a new campaign:
Next thing to do is to select our marketing objective:
We are selecting engagement in this case but it really depends on what your campaign is looking for, or what your strategy is, in this case, I’m looking for people to share or tag this with their friends, since this is going to be for a local business most likely their friends will be in the same city.
We are selecting post engagement for this ad.
We now select our location
I suspect that the age should be over 30 but we have to split test until we find which one is converting the best:
And I also think that this will convert better with women but If it was the first time, I will run it like this and then see the results of the interaction.
We then target the ad like this:
Placements (so in which platforms your ad is going to be showing)
If your audience is not too big you can keep in in automatic placements but most of my ads I just lunch them on mobile, so I will go to where it says “edit placements” and then I will select just mobile:
And then I will run it on Facebook only:
All of this depends on your audience, but I always like to start here and then if the ad works I expand everywhere else.
I will select a daily $5 budget and that’s it.
That’s it congratulations now go ahead and lunch your first ad. Let us know what success you had when running your first ad in the comments and your opinions or any suggestions you may have.
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