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Facebook Advertising Made Simple: A Step-by-Step Guide

Created by:rmbakken

1Facebook Advertising Made Simple: A Step-by-Step Guide1Facebook Advertising Made Simple: A Step-by-Step Guide
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3Home > Facebook Advertising Made Simple: A Step-by-Step Guide
3Facebook is probably the most neglected online advertising channel of them all.4Facebook is probably the most neglected online advertising channel of them all.
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5How often do you hear things like:6How often do you hear things like:
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7“Facebook has been dead since everybody’s parents started using it.”8“Facebook has been dead since everybody’s parents started using it.”
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9“Instagram has 10x the engagement rate!”10“Instagram has 10x the engagement rate!”
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11“Email crushes Facebook.”12“Email crushes Facebook.”
1213
13Yeah yeah, we get it, Facebook is lame.14Yeah yeah, we get it, Facebook is lame.
1415
15So, how come they their revenue is growing so fast?16So, how come their revenue is growing so fast?
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17image55
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19(Taken from an infographic on Hubspot)
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21Not only do they have the biggest user base, with about 1.4 billion monthly active users, but they also seem to make plenty of money with their advertising system.19Not only do they have the biggest user base, with over 2 billion monthly active users, but they also seem to make plenty of money with their advertising system.
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23I think there’s a whole bunch of hypocrites out there.21I think there’s a whole bunch of hypocrites out there.
2422
25If one out of every $10 in advertising is spent on Facebook ads, how come everybody shuns the platform, except for a few?23If one out of every $10 in advertising is spent on Facebook ads, how come everybody shuns the platform, except for a few?
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27You know what I think?25You know what I think?
2826
29I think every business tries Facebook ads, fails at it and then blames the platform.27I think every business tries Facebook ads, fails at it and then blames the platform.
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31People just suck at making Facebook ads work for them.29People just suck at making Facebook ads work for them. They don’t truly understand their target audience, so they place ads in the news feed of the wrong people, etc.
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33Today, I’ll help you out with that.31Today, I’ll help you out with that.
3432
35I’m going to show you a few examples of people who’ve been successful with Facebook ads and then walk you through setting up your first campaign without breaking a sweat.33I’m going to show you a few examples of people who’ve been successful with Facebook ads and then walk you through setting up your first campaign without breaking a sweat.
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37Even if you’re a complete newbie, after reading this guide, you’ll have a good grasp of Facebook ads.35Even if you’re a complete newbie, after reading this guide, you’ll have a good grasp of Facebook ads.
3836
39I mean it.37I mean it.
4038
41I’ll start at the very beginning.39I’ll start from the very beginning, but you can skip to any section below
40
41Top Reasons To Advertise on Facebook
42Facebook Advertising Definition
43Facebook Advertising Overview
443 case studies from successful Facebook advertisers
45How to Setup Your First Facebook Ad Campaign
46How To Fail-Proof Your Facebook Ad Campaigns
47Step 1: How to Create a Realistic Budget
48Step 2: Create a fan page
49Step 3: Create your first campaign
50Step 4: Create your ad set
51Step 5: Create your first ad
52Step 6: Create 2 more ads for A/B testing
53Step 7: Wait for 24 hours
54Step 8: Kill the ads that don’t work
55Step 9 [Optional]: Increase your budget
56Step 10 [Advanced]: Expand your reach with custom audiences; lookalike audiences
57
58
59Top Reasons To Advertise on Facebook
60
61You can’t argue with results.
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63Which means you can’t deny Facebook ads.
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65They’re super profitable. (If, and that’s a big IF, you know what you’re doing.)
66
67Nearly all social media marketers (96%) consider Facebook advertising the most effective paid option out of all social networks, according to an eMarketer study.
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69
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71One reason is Facebook’s size.
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73Billions of people see ads on their platform each month. People spend almost an hour on it each day.
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75And despite what the haters say, Facebook is still growing, too.
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77
78That’s why budgets have been doubling (up to $31 billion and counting).
79
80Listen:
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82You want to reach people online? Facebook is the single best alternative to Google AdWords.
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84Don’t get me wrong, AdWords is awesome. But it’s also expensive. I’ve personally worked on client accounts where every single click cost anywhere from $50 – 100. Per click!
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86Then only a tiny percentage of those people ever became a lead. Most of them bounced from the site.
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88Now guess how much that ad campaign was? This company literally spent thousands of dollars each day just to bring in a few decent leads.
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90It’s different with Facebook. You get access to the same number of people. But for far less.
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92And once you’ve got a few tricks up your sleeves (after reading the rest of this article), you’ll be able to get website clicks for pennies and new sales for just a few bucks each.
93
94Let’s see how it works.
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43Definition96Facebook Advertising Definition
4497
45“Wait, you can advertise on Facebook?”98“Wait, you can advertise on Facebook?”
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47If that was your initial reaction to this post’s headline, then you’re a little late to the party. But, no worries, I’ll get you up to speed.100If that was your initial reaction to this post’s headline, then you’re a little late to the party. But, no worries, I’ll get you up to speed.
48101
49Since Facebook gets tons of data from their users, when they enter it voluntarily on their profile (things like age, location and interests), they have a good idea of what users like.102Since Facebook gets tons of data from their users, who enter it voluntarily on their profile (things like age, location, and interests), they have a good idea of who users are and what they like.
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51Therefore, they can serve them targeted ads that show them products that they are likely to buy, sites they tend to like or events they’d love to attend.103Therefore, they can serve them targeted ads that show them products that they are likely to buy, sites they tend to like or events they’d love to attend.
52104
53For example, I recently joined a Facebook group about Udemy, the online course platform.105For example, I recently joined a Facebook group about Udemy, the online course platform.
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55Naturally, Facebook jumps on my choice and starts showing me ads that prompt me to sign up for a course (they thought I might like to learn about creating video games).107Naturally, Facebook jumps on my choice and starts showing me ads that prompt me to sign up for a course (they thought I might like to learn about creating video games).
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57image43109image43
58110You might say: “Wait Neil, are you sure this isn’t just a news feed post from Udemy? Did you maybe like their page? How do you know this is an ad?”
59You might say: “Wait Neil, are you sure this isn’t just a post from Udemy? Did you maybe like their page? How do you know this is an ad?”
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61Good question!112Good question!
62113
63There are a few features that every Facebook ad has and these make ads unmistakable. That way, I can know for sure that it’s an ad.114There are a few features that every Facebook ad has and these make ads unmistakable. With these, I can know for sure that it’s an ad.
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65Here they are:116Here they are:
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67image59118image59
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69You can see a “Sponsored” tag right underneath the name of the page that is advertising to you.119You can see a “Sponsored” tag right underneath the name of the page that is advertising to you.
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71There’s also a unique “Like Page” button, in the top right corner, that’s never visible on regular posts.121There’s also a unique “Like Page” button, in the top right corner, that’s never visible on regular posts.
72122
73Lastly, all Facebook ads have a call-to-action (also called a CTA), in the bottom right corner, which might say one of the following things:123Finally, unlike regular news feed items, all Facebook ads have a call-to-action (also called a CTA), in the bottom right corner, which might say one of the following things:
74124
75Learn More125Learn More
76Sign Up126Sign Up
77Download127Download
78Contact Us128Contact Us
79Shop Now129Shop Now
80Book Now130Book Now
81Watch More131Watch More
82Apply Now132Apply Now
83Facebook has a predefined set of CTA buttons.133Facebook has a predefined set of CTA buttons.
84134
85So, remember, you can spot Facebook ads by paying attention to these 3 things:135So, remember, you can spot Facebook ads by paying attention to these 3 things:
86136
87A “sponsored” tag, below the name of the site137A “sponsored” tag, below the name of the site
88The prompt to like the page in the top right corner138The prompt to like the page in the top right corner
89A call-to-action button in the bottom right corner139A call-to-action button in the bottom right corner
90You might wonder why Facebook doesn’t make its advertising more aggressive and obvious, like YouTube.140You might wonder why Facebook doesn’t make its advertising more aggressive and obvious, like YouTube.
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92image10142image10
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94(does anyone like YouTube ads?)143(does anyone like YouTube ads?)
95144
96YouTube forces you to watch an ad for every 3 or 4 videos that you watch. For a while, you can skip the ads, but eventually, you’ll have to sit through an entire 30 second video.145YouTube forces you to sit through an ad for every 3 or 4 videos that you watch. For a while, you can skip the ads, but eventually, you’ll have to sit through an entire 30 second video.
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98For long videos (>1hr), they even show you commercials during the video (just like TV commercials).147For long videos (>1hr), they even show you commercials during the video (just like TV commercials).
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100The result: Everyone HATES YouTube ads.149The result: Everyone HATES YouTube ads.
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102Seriously.151Seriously.
103152
104Do you know anyone who doesn’t block these things or who leaves their computer and returns once it’s over?153Do you know anyone who doesn’t block these things or who leaves their computer and returns once it’s over?
105154The reason we hate YouTube ads is that they disrupt the flow of the user experience.
106The reason we hate YouTube ads is because they disrupt the flow of the user experience.
107155
108We want our experience to be us just watching video after video, for as long as we like, until we decide to stop.156We want our experience to be us just watching video after video, for as long as we like, until we decide to stop.
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110YouTube changes the experience for us, forcefully, by interrupting it with their ads.158YouTube changes the experience for us, forcefully, by interrupting it with their ads.
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112We don’t like being interrupted. As a matter of fact, we face enough interruptions each day, costing us our precious willpower and challenging our self-control.160We don’t like being interrupted. As a matter of fact, we face enough interruptions each day, costing us our precious brain power and challenging our self-control.
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114Facebook is smarter than YouTube.162Facebook is smarter than YouTube.
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116They want to integrate their ads, into the natural flow of the experience, as seamlessly as possible.164They want to integrate their ads into the natural flow of the experience, as seamlessly as possible.
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118Flow is actually a great term for this. Think about how you navigate Facebook.166Flow is actually a great term for this. Think about how you navigate Facebook.
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120You always scroll down through your newsfeed, either with your mouse or your finger. Since they just drop an ad into your feed, you are not interrupted. You can look at it or just keep on scrolling.168You always scroll down through your news feed, either with your mouse or your finger. Since they just drop an ad into your feed, you are not interrupted. You can look at it or just keep on scrolling.
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122It doesn’t change your user experience at all.170It doesn’t change your user experience at all.
123171
124Note: There are also sidebar ads, which are similar to banners, but they just cover what would otherwise be white space, so there’s also no interruption there.172Note: There are also sidebar ads, which are similar to banners, but they just cover what would otherwise be white space, so there’s also no interruption there.
125173
126Making the ads blend in and not be recognized as such, to the untrained eye, is one of the secrets behind Facebook’s huge revenue growth.174Making the ads blend in and not be recognized as such, to the untrained eye, is one of the secrets behind Facebook’s huge revenue growth.
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128So, advertising on Facebook is, in a nutshell, paying to place promotions and product offers in the newsfeed of a specific, targeted audience on Facebook.176So, advertising on Facebook is, in a nutshell, paying to place promotions and product offers in the news feed of a specific, targeted audience on Facebook.
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129179
130Before we dive into some case studies and how to set up your first ad, we need to lay some groundwork.180Before we dive into some case studies and how to set up your first ad, we need to lay some groundwork.
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132Overview182Facebook Advertising Overview
133183
134There are 5 types of Facebook ads:184There are 5 types of Facebook ads:
135185
136Inside the newsfeed on desktop186Inside the news feed on desktop
137Inside the newsfeed on mobile187Inside the news feed on mobile
138Right-hand sidebar on desktop188Right-hand sidebar on desktop
139Audience network on mobile189Audience network on mobile
140On Instagram190On Instagram
141Instagram was just added and they opened advertising to everybody at the end of September 2015.191Instagram opened advertising to everybody at the end of September 2015.
142192
143image46193image46
144194Placing ads in the news feed or on the right column is pretty obvious, but what does an audience network ad look like?
145Placing ads in the newsfeed or on the right column is pretty obvious, but what does an audience network ad look like?
146195
147These ads are placed on regular websites, inside apps or even in games.196These ads are placed on regular websites, inside apps or even in games.
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149image24198image24
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151(Image via Techcrunch)
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153That way, Facebook extended its possibilities for advertising from just inside Facebook to basically any real estate that they own.199That way, Facebook extended its possibilities for advertising from just inside Facebook to basically any real estate that they own.
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155Instagram advertising was opened to big brands last year, but now everyone can do it.201Instagram advertising was opened to big brands not so long ago, but now everyone can do it.
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157Instagram ads are also placed inside the app’s natural feed, which relies on the same principle as native Facebook ads: don’t interrupt the user experience.203Instagram ads are also placed inside the app’s natural feed, which relies on the same principle as native Facebook ads: don’t interrupt the user experience.
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159Ben and Jerry’s has done a great job with them:205Ben and Jerry’s has done a great job with them:
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161image15207image15
162
163(Image via Postano)208(Image via Postano)
164209
165Thanks to a few creative campaigns, their Instagram account now boasts almost 600,000 followers.210Thanks to a few creative campaigns, their Instagram account now boasts almost 600,000 followers.
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167image17212image17
168
169There are 2 ways to manage your Facebook ads, which often confuse people.213There are 2 ways to manage your Facebook ads, which often confuse people.
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171First, there’s the Ads Manager, which is the standard dashboard that you get when creating your ad account.215First, there’s the Ads Manager, which is the standard dashboard that you get when creating your ad account.
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173image09217image09
174
175(screenshots courtesy of a friend I recently helped get started)218(screenshots courtesy of a friend I recently helped get started)
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177This is the go-to option for beginners and you should use it too, when starting out. Then, there’s the Power Editor, which is for more advanced users.220This is the go-to option for beginners and you should use it too, when starting out. Then, there’s the Power Editor, which is for more advanced users.
178221
179image23222image23
180223The Power Editor just a different way of organizing your ads and gives you a few more options to customize your advertising.
181It’s just a different way of organizing your ads and gives you a few more options to customize your advertising.
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183Instagram ads, for example, can only be run using the Power Editor.225Instagram ads, for example, can only be run using the Power Editor.
184226
185When you first sign up for Facebook advertising, they will immediately prompt you to create your first campaign.227When you first sign up for Facebook advertising, they will immediately prompt you to create your first campaign.
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187A campaign is the most abstract and broad level of your advertising efforts. The only thing that’s determined here is your target outcome, which can be things such as increasing likes, sending traffic to a website, converting prospects to buyers and getting app downloads.228A campaign is the most abstract and broad level of your advertising efforts. The only thing that’s determined here is your target outcome, which can be things such as increasing likes, sending traffic to a website, converting prospects to buyers and getting app downloads.
188229
189For example, if you want to promote your new game app, like Plants vs. Zombies, and get more downloads in the first week to make it popular, you can set that target here.230For example, if you want to promote your new game app, like Plants vs. Zombies, and get more downloads in the first week to make it popular, you can set that target here.
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191image11232image11
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193(seriously, don’t download this, it’s addictive)233(seriously, don’t download this, it’s addictive)
194234
195The level that follows is ad sets. This is where you decide what type of ads that you want to run and the audience that you want to target.235The level that follows is ad sets. An ad set is where you decide what type of ads that you want to run and the target audience that you want to see your ads.
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197Continuing with the game example, you could create one set for Instagram ads and one for desktop feed ads.237Continuing with the game example, you could create one set for Instagram ads and one for desktop feed ads.
198238
199Finally, there’s the ads themselves. This is the level where you actually design your ads and decide elements like copy, images and CTA buttons.239Finally, there are the ads themselves. This is the level where you actually design your ads and decide elements like copy, images and CTA buttons.
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201You can have multiple ads in each ad set, to test which ones work best.241You can have multiple ads in each ad set, to test which ones work best.
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203If that reminds you strongly of Google Adwords, that’s because it’s exactly the same structure.243If that reminds you strongly of Google Adwords, that’s because it’s exactly the same structure.
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205Now, we’ve covered all of the basics that you need to know, in order to not feel like an idiot when someone mentions Facebook ads.245Now, we’ve covered all of the basics that you need to know, in order to not feel like an idiot when someone mentions Facebook ads.
206246
207But, before I help you turn into a pro (well, compared to 90% of the rest of the world, that is), let’s see whether this actually works.247But, before I help you turn into a pro (well, compared to 90% of the rest of the world, that is), let’s see whether this actually works.
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2093 case studies from successful Facebook advertisers2493 case studies from successful Facebook advertisers
210250
211Luckily, not all businesses screw up Facebook ads, so I have some successful campaigns to show you.251Luckily, not all businesses screw up Facebook ads, so I have some successful campaigns to show you.
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213First, here’s one that completely blew my mind the other day.253First, here’s one that completely blew my mind the other day.
214254
215Look at this ad:255Look at this ad from LeadPages:
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217image33257image33
218
219(Image source: Leadpages)258(Image source: Leadpages)
220259
221Wait a second…an ad for a giveaway?260Wait a second…an ad for a giveaway?
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223Is she trying to flush money down the toilet? She’s already giving away something and then she’s paying to promote that?262Is she trying to flush money down the toilet? She’s already giving away something and then she’s paying to promote that?
224263
225Yup.264Yup.
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227And, I don’t think she regrets a single dollar spent.266And, I don’t think she regrets a single dollar spent.
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229This campaign helped Marina De Giovanni collect 17,000 emails in 6 weeks.268This campaign helped Marina De Giovanni collect 17,000 emails in 6 weeks.
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231She built an email list that it takes most people years to build, in less than 2 months!270She built an email list that it takes most people years to build, in less than 2 months!
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233To pull this off, she gave away a $300 item every month. Sometimes, it was a piece of jewelry, sometimes a box with cool make-up, etc.272To pull this off, she gave away a $300 item every month. Sometimes, it was a piece of jewelry, sometimes a box with cool makeup, etc.
234273
235She then created a landing page, which she published as a tab of her Facebook page, where people could sign up to enter the giveaway in exchange for their email address.274She then created a landing page, which she published as a tab of her Facebook page, where people could sign up to enter the giveaway in exchange for their email address.
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237The final part of her set up was using Facebook ads to drive traffic to the sign up page.276The final part of her set up was using Facebook ads to drive traffic to the sign-up page.
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239Simple? Yes.278Simple? Yes.
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241Easy? No.280Easy? No.
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243Efficient? Hell yeah!282Efficient? Hell yeah!
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245Yes, she spent some money on this, but she’s also monetizing her blog and email list, for example, through private coaching sessions for $225 each (which is fully booked, btw).284Yes, she spent some money on this, but she’s also monetizing her blog and email list, for example, through private coaching sessions for $225 each (which is fully booked, btw).
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247The question is: Would you spend $1,000 to make $10,000?286The question is: Would you spend $1,000 to make $10,000?
248287
249Of course you would!288Of course, you would!
250289
251Some other success factors of her campaign were:290Some other success factors of her campaign were:
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253Using video to welcome people and tell them how to enter292Using video to welcome people and tell them how to enter
254Letting the traffic stay inside Facebook, which makes it more likely for people to sign up (since they trust Facebook)293Letting the traffic stay on Facebook, which makes it more likely for people to sign up (since they trust Facebook)
255Constantly testing and tweaking her ads and doubling down on the best ones294Constantly testing and tweaking her ads and doubling down on the best ones
256You might have heard that you can expect to make $1 per month per subscriber from your email list.295You might have heard that you can expect to make $1 per month per subscriber from your email list.
257296
258Even if you only do half as good, you can still make a good living off an email list the size of Marina’s.297Even if you only do half as good, you can still make a good living off an email list the size of Marina’s.
259298
260Okay, fine, it works for bloggers, but does it also work for startups?299Okay, fine, it works for bloggers, but does it also work for startups?
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262I’ll show you that it does.301I’ll show you that it does.
263302
264Look at this ad:303Look at this ad this ad via WPCurve:
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266image47305image47
267
268(Image source: WP Curve)
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270Design Pickle offers unlimited graphic requests, something which would typically make people skeptical.306Design Pickle offers unlimited graphic requests, something which would typically make people skeptical.
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272This ad with its “Ah, a free design can’t hurt” attitude is directly responsible for almost $6,000 in monthly recurring revenue for Design Pickle.308This ad with its “Ah, a free design can’t hurt” attitude is directly responsible for almost $6,000 in monthly recurring revenue for Design Pickle.
273309
274They used it to target highly qualified leads, which were then sent to this survey.310They used it to target highly qualified leads, which were then sent to this survey.
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276image18312image18
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278What? So many questions? Ugh!313What? So many questions? Ugh!
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280Won’t that drive down conversions?315Won’t that drive down conversions?
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282Yes. But, they chose to do that, on purpose. They decided to weed out the freeloaders, so they only got leads which were likely to convert.317Yes. But, they chose to do that, on purpose. They decided to weed out the freeloaders, so they only got leads which were likely to convert.
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284Doing a free graphic design within a day is a lot of work and they follow up with each client via phone within 24 hours of delivering, so the last thing they need is thousands of people to call who won’t buy a thing.319Doing a free graphic design within a day is a lot of work and they follow up with each client via phone within 24 hours of delivering, so the last thing they need is thousands of people to call who won’t buy a thing.
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286Instead, their campaign generated around 500 leads, 30 of which turned into subscribers to their $200/mo service.321Instead, their campaign generated around 500 leads, 30 of which turned into subscribers to their $200/mo service.
287322
288What’s more, they estimate their customer lifetime value (LTV, the average expected money a customer will spend with them, once a customer) to be around $1,100, resulting in an awesome 633% ROI for the campaign.323What’s more, they estimate their customer lifetime value (CLV, the average expected money a customer will spend with them, once a customer) to be around $1,100, resulting in an awesome 633% ROI for the campaign.
289324
290Okay, okay, so it works for bloggers and startups. But, what about big brands?325Okay, okay, so it works for bloggers and startups. But, what about big brands?
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292Well, how about Pedigree? Should ring a bell? They’re the folks with the dog food?327Well, how about Pedigree? Should ring a bell? They’re the folks with the dog food?
293328
294image35329image35
295
296(Image source: SIUC English)330(Image source: SIUC English)
297331
298They used Facebook ads to create awareness for dogs in shelters, growing the likes on their Facebook page from 55,000 to over a million and raising over $600,000 in donations.332They used Facebook ads to create awareness for dogs in shelters, growing the likes on their Facebook page from 55,000 to over a million and raising over $600,000 in donations.
299333
300The list of brands who’ve been successful with Facebook ads goes on and on.334The list of brands who’ve been successful with Facebook ads goes on and on.
301335
302Adidas, AT&T, Pepsi, Baskin Robbins, American Express…336Adidas, AT&T, Pepsi, Baskin Robbins, American Express…
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304By now, Facebook has an entire database of successful case studies.338By now, Facebook has an entire database of successful case studies.
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306image34340image34
341
307342
308Alright, enough with the bragging, how about we get to work?343Alright, enough with the bragging, how about we get to work?
309344
310It’s time to set up your first Facebook ad campaign.345It’s time to set up your first Facebook ad campaign.
311346
312Step 1: Create a fan page347How to Setup Your First Facebook Ad Campaign
348
349Facebook gives you two ad management tools that we just discussed:
350
351Facebook Ads Manager
352Power Editor
353Both are free. (So there are no excuses to delay.)
354
355You’ll probably use the Power Editor once you get a little experience. But for now, it’s a little overkill for what we’re trying to do.
356
357So instead, let’s stick with the Facebook Ads Manager for now. Go ahead and click here to pull it up. The Ads Manager will let you do everything we’re going to talk about today, including:
358
359Setting up new campaigns
360Create new ads for each of these
361Manage your bids (or how much you’re spending on each ad)
362You can create different audiences to target
363Optimize, enhance, or improve these campaigns while running
364Even track and test ad campaigns, too.
365When you’re on Facebook, you can also click on the menu in the upper-right hand corner to Manage Ads inside the Ads Manager.
366
367
368Got it up? Good.
369
370Let’s talk about how this thing works.
371
372At the top, you should see different tabs to organize your account. There’s a ‘hierarchy’ to help organize how you manage everything. Here’s how it looks:
373
374Account: Holds all of your campaigns, ad sets, and ads. Typically, you’d have a single account for your business.
375Campaigns: Individual campaigns can be created for almost anything. Some might be for specific products or services. While others are merely for driving traffic back to your site. (Ideally, you want both. As we’ll discuss soon.)
376Ad Sets: Exactly what it sounds like. Useful for organizing different groups or categories of ads.
377Ads: Last but not least, all of your ads. This is the only part that people will see eventually.
378
379So you can have multiple campaigns. And then each campaign will have multiple ad sets under each. Which will then contain a few ads of its own.
380
381You’ll also notice that when you click on each option, they will display a few different Key Performance Indicators (KPIs). That way, you can quickly look at how your campaigns or ads are performing (and how they compare).
382
383You can also customize which options show up in these columns by clicking on the link to the far right-hand side. For example, some of those metrics (like Reach) are vanity metrics that look nice on the surface but aren’t really helpful. Here are five metrics you should be adding to these dashboards instead.
384
385The menu will house all of your other major ad options. For example, the pixel that you’ll need to install for conversion tracking or the audiences section to create and manage custom audiences (which we’ll dive into soon).
386
387
388See? Not that hard, right?!
389
390Pretty easy once you get the hang of it.
391
392But before we dive head first into creating new ad campaigns, there’s something we need to discuss.
393
394There’s a reason people say “Facebook ads don’t work.” (Even though we’ve already seen, multiple times, that they do.)
395
396It’s because they’re doing it wrong. Plain and simple.
397
398For example, they’ll try to force the same AdWords strategy… even though people use Facebook and Google Search completely differently.
399
400Here’s what they’re doing wrong, and how you can avoid the same fate.
401
402How To Fail-Proof Your Facebook Ad Campaigns
403
404What do you do when you hit Google’s homepage?
405
406You search. Right? I mean, that’s all there is to do, anyway.
407
408But the point is that you look for something specific.
409
410You type out a few words, looking for “red Nike running shoes.”
411
412And then you see relevant results that contain red Nike running shoes.
413
414Simple. But effective. And crazy profitable.
415
416Get this:
417
418Almost 70% of Google’s $75 billion in revenue in 2015 came directly from their ad network. That’s how powerful their search business is.
419
420Because there’s nothing else like it. There’s a reason over 30% of new product searches all start on Google, according to BigCommerce. Nowhere else do people tell you exactly what they want and then let advertisers compete to show it to them first.
421
422Especially not on Facebook.
423
424Think about it.
425
426Most people go to Facebook to avoid looking for stuff. They don’t want to shop. They don’t want to buy necessarily. They’re just looking to kill a few minutes and catch up with friends or family. They’re trying to pass the time while sitting at the DMV all morning.
427
428That changes things. It means the way you approach Facebook advertising needs to be unique.
429
430You can’t just throw up an ad for random, ‘cold’ people to buy your product… and actually expect any significant results. And that’s why people fail with Facebook advertising.
431
432Instead, we need to build a Facebook sales funnel, first. That means a series of campaigns all with different objectives. Some get you attention and awareness. Others do the nurturing. So that one or two can do all of the converting.
433
434
435For example:
436
437Step #1. Awareness: First you need to get people’s attention. You do that through awesome content that makes them laugh or helps them solve some problem. Then you pull them back to your site.
438
439You don’t just want website traffic per se. But this website traffic will help you create a new custom audience.
440
441For example, let’s say you search for “Las Vegas Hotels.” You click on one’s website, like the Wynn Las Vegas. And then you go somewhere else without buying.
442
443But everywhere you go, ads from the Wynn follow you around! Those are retargeting ads. They placed a little pixel on your device when you visited their site. And now they can send you follow-up messages to get you to come back to eventually spend some money.
444
445That’s exactly what we’re going to do with custom audiences. They’re like retargeting on steroids because you can see who visited which pages on your site. And then automatically send them ads for something related to what they just looked at.
446
447So you might start out with something lighthearted to get their attention. Or a useful blog post.
448
449For example, this ad from The New York Times (via HubSpot) has almost 5,000 likes, 600 comments, and 1,200 shares. One reason? It’s a blog post talking about advice for people in their 20s, targeted and sent directly to people in their 20s.
450
451
452In the early stages here, you need enough eyeballs to get fast, relevant data. (Facebook’s own system will self-correct over time, so it needs a large sample size to work with.)
453
454So you can target a fairly large audience of roughly 500,000 up to two million people at this point. (Smaller budget? Narrow that audience down even more — to as small as 10,000 if you’re just starting out.)
455
456You’ll find this audience based on identifying interests (like people or brands they follow, etc.). Then you can refine with demographic criteria (like location, age, gender, etc.).
457
458And now you should be ready for the next level.
459
460Step #2. Consideration: The first campaign built up awareness for who you are. Now you can capitalize on that by sending those people offers that will transform them from strangers into leads.
461
462We’re going to create ads tailored to the folks who were just on your website. For example, if they were looking at something related to “new truck tires,” you can serve them a new free eBook on new truck tires.
463
464The point is to get some basic information from them for the least amount of money possible. Typically that’s with some kind of lead magnet, like giveaways, a checklist, an eBook, or even a webinar.
465
466Here’s a perfect example of a HubSpot ad from Social Media Examiner. They’re giving away a free eBook that covers all things Facebook for mobile.
467
468
469Your audience targeting at this step should be easy, too. Simply send these ads to the custom audience of past website visits you just created!
470
471If you have a large site, you can also limit that audience to the past 30 or 60 days to make sure you’re only reaching the most engaged people.
472
473That way, your brand should still be fresh in their minds. And the right offer will still catch their attention.
474
475Step #3. Conversions: You’ve now done all the hard work. You’ve built up attention and started generating leads. Here’s your time to shine.
476
477You’ve already done all the hard work. You’ve generated new attention and nurtured them over time. So now you just need to send them product offers that are too good to be true so they hand over their payment info.
478
479
480Do you sell high priced products or services? No problem. You too can sell using Facebook ads. You just need to scale down your offer, first.
481
482Have you ever seen a Wall Street Journal ad to sign up for just a $1 subscription? That’s called a tripwire. It’s a simplified version of the big product or service that you sell.
483
484If you don’t have one of these already, you can even ‘splinter’ off part of your product or service to create it out of thin air.
485
486
487These low priced versions remove all of the risk from the customer.
488
489So they shouldn’t hesitate to buy!
490
491Once again, you’ll target the brand new leads you just generated in the last step. They should be ready, willing, and able now.
492
493This looks a little time-consuming because it is. But that’s OK because it’ll be worth the effort.
494
495The first campaign will bring people in. The second will warm them up. And the third will get them to convert.
496
497Step 1: How to Create a Realistic Budget
498
499Now you know the secret. You need to have a few campaigns running, simultaneously, to slowly but surely transform strangers into loyal customers.
500
501But… how are you supposed to come up with a budget for something like that? What is a ‘reasonable’ amount to spend? Especially if you’ve never run a single Facebook ad before?!
502
503That’s a good question.
504
505Let’s start with a few other questions, first:
506
507How much is your product or service?
508How many do you want to sell?
509What’s your conversion rate already?
510If you don’t have the answer to any of these, that’s OK. We’re just trying to put together a few rough ranges. That way we can start estimating your sales.
511
512For example, let’s say:
513
514Product value: $100
515You want to sell: 10
516Conversion rate: 1%
517Now a little basic math can help us figure out that in order to make $1,000, off of 10 sales with a 1% conversion rate, you’re going to need 1,000 visits (or clicks on your ad).
518
519
520So… how much is it going to cost to get those 1,000 clicks? That’s what you want to figure out here.
521
522Because it will tell you how much to set aside for a Daily budget. This is the max number you want to spend each day to hit your goal. It’s just a small piece of the overall Lifetime budget for the entire campaign.
523
524After defining budgets, you can select an objective so that Facebook will automatically help you do a better job of reaching your goals. For example, you can select either Conversions or Link clicks as your Ad Delivery Optimization method to get the best results.
525Why mess with these options?
526
527Because Facebook will help you out. For example, if you select clicks, their own system will monitor and adjust in order to get you the most clicks.
528
529If you choose conversions, they’ll watch patterns for what’s working (like what types of people, what times of day, etc.) and help self-correct the campaign as it runs.
530
531So over the first few days, you can actually expect results to improve a little bit.
532
533That’s how you determine what you should be spending in total. Here’s how to adjust the incremental bids (like how much you spend per click) in order to get the most bang for your buck.
534
535Your two main bidding options are manual and automatic.
536
537Manual means you can control the limits for how much you spend. But automatic is good when you have no prior experience of what an ‘acceptable’ limit should be.
538
539The other important point here is that your Cost Per Click isn’t the primary metric you should be watching. Instead, the Cost Per Action (or Lead or Acquisition) is when you’re driving product or service sales. So by selecting Automatic bidding, it will help adjust things for you to maximize what matters: sales.
540
541You can also use Delivery Schedules to adjust how much you’re spending by day of the week (or even time of the day). For example, it makes no sense to show ads on weeknights or over the weekend if your office is only open from 9-5 to take phone calls and respond to new leads.
542
543After running campaigns for a few weeks, you might also notice that certain days or times generate the best results for the least amount of money. So you can use this option to control how and when your ads are shown throughout the course of the week.
544
545Last but not least, Delivery Type dictates how frequently you want ads shown. For example, you can have them shown as quickly as possible (exhausting your daily budget the soonest). Or you can spread them out evenly throughout the day.
546
547Not too complicated once you break it all down.
548
549It’ll make more sense when you actually start creating your first campaign. So let’s stop wasting time and get into it.
550
551All new ad campaigns require a fan or brand page to go with it. If you don’t have one of those yet, go on to the next step to see how you can set one up within a few minutes.
552
553Already got that part covered? Go ahead and skip over to Step #3 to see how to create your first campaign.
554
555Ready? Good. Let’s go.
556
557Step 2: Create a fan page
313558
314If you don’t already have a fan page, you must create one. Facebook ads can only be attached to businesses, never individuals.559If you don’t already have a fan page, you must create one. Facebook ads can only be attached to businesses, never individuals.
315560
316Go to the create page site and pick an option.561Go to the create page site and pick an option.
317562
318image58563image58
319
320(Facebook is one of the best places for personal branding)564(Facebook is one of the best places for personal branding)
321565
322For example, if you want to create a personal brand page, like my facebook page, you would choose “Artist, Band or Public Figure.”566For example, if you want to create a personal brand page, like my facebook page, you would choose “Artist, Band or Public Figure.”
323567
324image42568image42
325
326Then, you need to pick the category…569Then, you need to pick the category…
327570
328image13571image13
329572…and pick a name.
330…and set a name.
331573
332Next, you have to enter some info about your page, a website and what you want the page name to be, inside Facebook.574Next, you have to enter some info about your page, a website and what you want the page name to be, inside Facebook.
333575
334image08576image08
335
336Then, it’s time to set a profile picture. Smile!577Then, it’s time to set a profile picture. Smile!
337578
338image01579image01
339
340Skip adding it to your favorites (or do if you feel like it).580Skip adding it to your favorites (or do if you feel like it).
341581
342image25582image25
343583After that, you can describe your ideal target audience a bit, so Facebook has an idea of who to suggest your page to.
344After that, you can describe your ideal audience a bit, so Facebook has an idea of who to suggest your page to.
345584
346Set a country, or even specific states and cities, as well as the right age and gender categories.585Set a country, or even specific states and cities, as well as the right age and gender categories.
347586
348image20587image20
349
350Under interests, select a few likes that they share with you or your brand. These can also be other influencers in your industry or products or companies.588Under interests, select a few likes that they share with you or your brand. These can also be other influencers in your industry or products or companies.
351589
352image00590image00
353
354Once you’ve saved, you’ll be redirected to your page. Congrats!591Once you’ve saved, you’ll be redirected to your page. Congrats!
355592
356image48593image48
357594But, before starting to create ads, you should do at least two things. Add a cover and create a call-to-action.
358But, before starting to create ads, you should do at least two things. Set a cover and create a call-to-action.
359595
360You can set a cover by clicking on the button in the top left corner.596You can set a cover by clicking on the button in the top left corner.
361597
362image14598image14
363
364Your cover should be simple, uplifting and ideally, if you have a company tied to your name, just show its logo.599Your cover should be simple, uplifting and ideally, if you have a company tied to your name, just show its logo.
365600
366Don’t overthink this.601Don’t overthink this.
367602
368You can use this cover creator to craft one in 2 minutes.603You can use this cover creator to craft one in 2 minutes.
369604
370If you want to get it right (and you should, the cover takes up 25% of the entire page!), take a look at Hubspot’s cover photo do’s and don’ts first.605If you want to get it right (and you should, the cover takes up 25% of the entire page!), take a look at Hubspot’s cover photo do’s and don’ts first.
371606
372Second, the call-to-action.607Second, the call-to-action.
373608
374image41609image41
375610Facebook gives you a pre-selected range of options here, depending on your goal, similar to what’s possible within ad sets.
376Facebook gives you a preselected range of options here, depending on your goal, similar to what’s possible within ad sets.
377611
378image37612image37
379613In my case, ‘Sign up’ makes the most sense, since I want people to sign up to my email list on my homepage, which is where I will send them when they click.
380In my case, ‘Sign up’ makes the most sense, since I want people to sign up to my email list on my homepage, which is where I will send them when they cllick.
381614
382You can even preview what it will look like on mobile.615You can even preview what it will look like on mobile.
383616
384image40617image40
385
386That’s it! You’re all set and ready to go and start running Facebook ads!618That’s it! You’re all set and ready to go and start running Facebook ads!
387619
388Step 2: Create your first campaign620Step 3: Create your first campaign
389621
390To get started, go to the top right of your fan page, hit promote and then select ‘Go to Ads Manager.’622To get started, go to the top right of your fan page, click promote and then select ‘Go to Ads Manager.’
391623
392image54624image54
393625You will then be redirected to the dashboard that I showed you earlier, where you should click ‘Create Campaign.’
394You will then be redirected to the dashboard that I showed you earlier, where you should click create campaign.
395626
396image39627image39
397
398Then, you can choose your objective. As with our Google ads, we want to keep it as simple as possible, to just get started.628Then, you can choose your objective. As with our Google ads, we want to keep it as simple as possible, to just get started.
399629
400So, choose ‘Send people to your website.’630So, choose ‘Send people to your website.’
401631
402image06632image06
403
404Now, enter the link to your website. If you’re promoting a product, this would be the sales page. If you’re promoting an event, make it the sign up page.633Now, enter the link to your website. If you’re promoting a product, this would be the sales page. If you’re promoting an event, make it the sign up page.
405634
406In my case, I’ll send traffic straight to my homepage, since people have a chance to sign up to my email list there.635In my case, I’ll send traffic straight to my homepage, since people have a chance to sign up to my email list there.
407636
408Note: This is just an example, I don’t encourage you to spend money on email addresses, especially if you don’t have a way of monetizing them yet. Remember, profit is the only thing that counts!637Note: This is just an example, I don’t encourage you to spend money on email addresses, especially if you don’t have a way of monetizing them yet. Remember, profit is the only thing that counts!
409638
410image19639image19
411
412That’s it. Creating a campaign is as simple as that, because it’s just the top part of the structure.640That’s it. Creating a campaign is as simple as that, because it’s just the top part of the structure.
413641
414On to the next step!642On to the next step!
415643
416Step 3: Create your ad set644Step 4: Create your ad set
645
646You’ll then be taken to the ad set creation section, where you first must decide on your target audience.
417647
418You’ll then be taken to the ad set creation section, where you first must decide on your audience.648Starting with the size.
419649
420The narrower your audience, the better.650This part’s kinda tricky depending on how big or small you are. For example, 10,000 might be an OK audience size if you have a tiny budget and are just dipping your toe into Facebook ad waters.
421651
422Shoot for 10,000 people or less, in the beginning. You can always expand later. Knowing your target audience demographics is key.652But if you’ve got a healthy budget, you can go up to between 500,000 and a million. (You’ll need enough people to allow Facebook’s technology to help optimize your campaigns as we discussed back in Step #1.)
653
654You can even go up to two million people for a new audience if you’re savvy and have the bucks to spend.
655
656But 186,000,000 like the example below? Never.
423657
424image28658image28
659That’s way too big.
425660
426Pick a few specific cities in the countries that you want to target (even better to focus on one country) and narrow down the age span to about 10 years.661Starting a campaign now with an audience like that and you’ll completely squander your budget on people who have zero interest in what you’re talking about.
662
663So start small. You can always expand later.
664
665Let’s start by using different demographic information in order to continually refine your audience.
666
667For example, pick a few specific cities in the countries that you want to target (even better to focus on one country) and narrow down the age span to about 10 years.
427668
428For example, if I want to get young entrepreneurs to sign up to my email list, I can narrow down the age group to 24-32, then select that I want only men in Seattle and specify even further.669If I want to get young entrepreneurs to sign up to my email list, I can narrow down the age group to 24-32, then select that I want only men in Seattle and specify even further.
429670
430If I find a statistic that shows that most entrepreneurs in that age category are single, then I can set that as a criteria for my targeting, too.671If I find a statistic that shows that most entrepreneurs in that age category are single, then I can set that as criteria for my targeting, too.
431672
432image56673image56
433
434After selecting a few interests and behaviors, my audience immediately shrinks down to less than 1,000. That’s too little, but you can easily open it up again, by adding a few more locations.674After selecting a few interests and behaviors, my audience immediately shrinks down to less than 1,000. That’s too little, but you can easily open it up again, by adding a few more locations.
435675
436image22676image22
437
438I just added a few more big cities, especially ones with high concentrations of tech entrepreneurs, like San Francisco, New York and Austin.677I just added a few more big cities, especially ones with high concentrations of tech entrepreneurs, like San Francisco, New York and Austin.
439678
440Voila, my audience jumps to 6,700 people. Perfect.679Voila, my audience jumps to 6,700 people. Perfect.
441680
442image02681image02
443
444Next up, you need to set a budget.682Next up, you need to set a budget.
445683
446You want to start small, remember? This is just an experiment.684You want to start small, remember? This is just an experiment.
447685
448So, set your daily budget to $3.33 and fix the end date for the ad campaign to be a month from today.686So, set your daily budget to $3.33 and fix the end date for the ad campaign to be a month from today. That way, you won’t spend more than $100 to start.
449687
450That way, you won’t spend more than $100.688That way, you won’t spend more than $100.
451689
452image57690image57
691Otherwise, Facebook will happily show your ad to as many people in your audience as possible, instead of trying to get them to actually click (by maybe showing them the same ad more than once).
453692
454Under ‘Optimize For,’ set it to ‘Link Clicks to Website.’ You don’t want to pay for impressions, you want to pay for actual clicks.693Under ‘Optimize For,’ set it to ‘Link Clicks to Website.’ You don’t want to pay for impressions, you want to pay for actual clicks.
455694
456image32695image32
457
458Otherwise, Facebook will happily show your ad to as many people in your audience as possible, instead of trying to get them to actually click (by maybe showing them the same ad more than once).696Otherwise, Facebook will happily show your ad to as many people in your audience as possible, instead of trying to get them to actually click (by maybe showing them the same ad more than once).
459697
460Under ‘Pricing,’ change the bid to manual and make it $0.75. This should also be in the range that Facebook suggests, but on the lower end.698Under ‘Pricing,’ change the bid to manual and make it $0.75. This should also be in the range that Facebook suggests, but on the lower end.
461699
462image53700image53
701For ‘Ad Scheduling,’ you have to leave it set to running ads all of the time, since your campaign has a fixed start and end date. You could change this by setting it to ongoing and then just turning the ads off manually at the end date.
463702
464For ‘Ad scheduling,’ you have to leave it set to running ads all of the time, since your campaign has a fixed start and end date. You could change this by setting it to ongoing and then just turning the ads off manually at the end date.703You can also just select Standard for ‘Delivery Type’ right now, too. That way your ads will be shown evenly, and you have enough time to make adjustments along the way.
465
466‘Delivery Type’ should be set to ‘Standard’ as well.
467704
468image36705image36
469
470Alright, time for the good stuff!706Alright, time for the good stuff!
471707
472Step 4: Create your first ad708Step 5: Create your first ad
473709
474Now, you get to choose the layout of your ad and what content to put in it.710Now, you get to choose the layout of your ad and what content to put in it.
475711
476If you choose multiple images in one ad, you will get a carousel that looks like this:712If you choose multiple images in one ad, you will get a carousel that looks like this example:
477713
478image60714image60
479
480(Image source: Hubspot)
481
482The images will slide through the ad, giving you more space to advertise. You can also use video in your ads.715The images will slide through the ad, giving you more space to advertise. You can also use video in your ads.
483716
484Do we want that?717Do we want that?
485718
486No!719No!
487720
488Again: Keep it simple!721Again: Keep it simple!
489722
490image44723Videos, carousels, and all of these other ad types have their place. For example, carousel ads might be great for showcasing various blog posts so that hopefully one will appeal to almost everyone you’re targeting.
491724
492Stay with a single image and then choose ‘select images.’725But simplicity is key when you’re first starting out. You don’t want to get too fancy, too early, and bogged down in all of the details.
726
727Only when you’ve been doing this awhile, with a few profitable campaigns up-and-running, should you come back to these other ad types.
728
729So let’s start with a single image ad first.
730
731image44
732Stay with a single image and then choose ‘Select Images.’
493733
494You can then choose to upload your own picture or browse free stock images. Always use your own pictures.734You can then choose to upload your own picture or browse free stock images. Always use your own pictures.
495735
496But, take a look at the right sidebar. Facebook has some guidelines as to types of images that you can use and which you can’t.736But, take a look at the right sidebar. Facebook has some guidelines as to the types of images that you can use and those that you can’t.
497737
498image50738image50
739One quick thing to note, here.
499740
500The most important requirement is the 20% text rule. Facebook doesn’t allow more than 20% of your image to be text.741Facebook used to have a ‘20%’ rule. Basically, their system wouldn’t allow any ad that had over 20% covered with text.
742
743In the past year or so, they’ve started relaxing that requirement a little bit. (So you may not get automatically disapproved like before.)
744
745But you should still abide by that rule. Generally speaking, the less text, the better on Facebook ads.
501746
502But, it’s hard to guess how much 20% is.747Instead, use wordless images that show examples of what people are going to get. Or ones that convey some emotion that you want people to have (for example, scared, triumphant, etc.)
503748
504Fortunately, there’s a free tool that you can use to find that out.749It’s hard to guess how much 20% is, too. So, fortunately, there’s a free tool that you can use to find that out.
505750
506image38751image38
507
508Play around until it fits. Or, if you want to skip the hassle of this altogether, just go with a nice head shot of yourself.752Play around until it fits. Or, if you want to skip the hassle of this altogether, just go with a nice head shot of yourself.
509753
510It’s always worth a try, especially if you appear trustworthy in your picture. It’s even more important if you’re building a personal brand.754It’s always worth a try, especially if you appear trustworthy in your picture. It’s even more important if you’re building a personal brand.
511755
512Once you’ve cropped the image and formatted it correctly, you’ll see a simple preview of your ad.756Once you’ve cropped the image and formatted it correctly, you’ll see a simple preview of your ad.
513757
514image45758image45
515
516Now you need to write the copy for your ad and choose your CTA button. Your Facebook fan page will be automatically connected (unless you have multiple ones).759Now you need to write the copy for your ad and choose your CTA button. Your Facebook fan page will be automatically connected (unless you have multiple ones).
517760
518image30761image30
762Headline: This is easy. Make sure that your headline grabs your reader’s attention.
763
764How do you do that?
765
766The trick is to tap into the underlying primal motivations that move people. Physically, emotionally, and literally. The ones that get people to sit up and take notice. To stop what they’re doing and pay attention.
519767
520Headline: This is easy. Give your prospects something for free. This could be a giveaway, as in Marina’s example, or an ebook or, as in my case, a free webinar that I’m running right now. Make sure that your headline grabs your reader’s attention.768You already know most of these feelings by name:
769
770Lust
771Greed
772Joy
773Fear
774Sorrow
775Guilt
776These are the waves of emotion we go through constantly. And the best headlines zero-in on them.
777
778For example, finding good backlinks for SEO is tough. But it’s not just the difficulty. The worst part is how time-consuming it can be.
779
780What if I said you could get 50 backlinks in only 20 minutes? Now I’ve got your attention, right?!
781
782It’s a shortcut. I’m taking something you struggle with. Something that’s difficult and complex. And giving you immediate gratification instead.
521783
522Text: Try to get 2 things into this. A call-to-action and some social proof. Claire Pells has some awesome advice on what makes great ad copy.784
785Now, how about blog posts. Creating good ones isn’t easy. Especially when some marketers spend anywhere from 4-8 hours creating a single post.
786
787But what if I told you there was an easier way?
788
789Not only could you speed up the time it takes to create a blog post, but it would be an awesome one. A Blockbuster.
790
791
792Last but not least, you can also go negative.
793
794For example, wasting money is bad, right?
795
796
797Most of the time, yes. This example is perfect because it starts off by being negative. Outbrain found that negative headlines outperform positive ones by 69%!
798
799
800This example is perfect because it’s also an unexpected surprise. It’s implying that I’m wasting money (even though, when you read the rest of the article, you realize I’m not actually wasting but investing).
801
802This is a pattern interruption. You expect it to be one thing when it’s another entirely.
803
804So as you’re scanning different headlines, determining which one to read first, this one jumps out at you because it literally ‘breaks the pattern’ of what you’re expecting to see.
805
806After the headline is the ad text: And fortunately, this part is fairly easy too. Try to get 2 things into this. A call-to-action and some social proof. Claire Pells has some awesome advice on what makes great ad copy.
523807
524News Feed Link Description (under ‘Show Advanced Options’): Provide a clear call-to-action for your readers that will be to their benefit.808News Feed Link Description (under ‘Show Advanced Options’): Provide a clear call-to-action for your readers that will be to their benefit.
525809
526CTA button: Choose “Learn more.” It’s been proven to convert the best.810CTA button: There are many different types of CTAs you can add to each ad. For example, Download vs. Book Now. But interestingly, one study by AdRoll says you should always choose “Learn more.” It’s been proven to convert the best.
527811
528image29812image29
813(Study done by Adroll)
529814
530(Study done by Adroll)815And when it doubt? Give your prospects something for free. This could be a giveaway, as in Marina’s example, or an ebook or, as in my case, a free webinar that I’m running right now.
531816
532Here are the headline and copy I chose for my ad (just whipped this up in 2 minutes).817Here are the headline and copy I chose for my ad (just whipped this up in 2 minutes).
533818
534Headline: Free Webinar Today819Headline: Free Webinar Today
535820
536Text: The 3-step process I’ve used to build 4 multi-million dollar businesses.821Text: The 3-step process I’ve used to build 4 multi-million dollar businesses.
537822
538News Feed Link Description: Get the inside scoop on how I run the show, so you can take your business to the next level fast.823News Feed Link Description: Get the inside scoop on how I run the show, so you can take your business to the next level fast.
539824
540This is what the preview of the ad looks like:825This is what the preview of the ad looks like:
541826
542image27827image27
543
544When you’re done, hit place order (don’t worry, nothing will happen, just yet).828When you’re done, hit place order (don’t worry, nothing will happen, just yet).
545829
546Your ad is now in approval mode. You will get a Facebook notification, once it’s approved.830Your ad is now in approval mode. You will get a Facebook notification, once it’s approved.
547831
548image26832image26
549
550You’ll then be redirected to your dashboard. While you’re waiting for your ad to be approved, you should do a few more things.833You’ll then be redirected to your dashboard. While you’re waiting for your ad to be approved, you should do a few more things.
551834
552So, first, turn off your ad set, again.835First, turn off your ad set, again.
553836
554image16837image16
555
556Then, go to ‘Edit Ad Set,’ (the button will show up right next to your ad set name).838Then, go to ‘Edit Ad Set,’ (the button will show up right next to your ad set name).
557839
558image21840image21
559
560A tab will slide in from the right side, which, as a side note, shows you how many people your campaign will likely reach each day.841A tab will slide in from the right side, which, as a side note, shows you how many people your campaign will likely reach each day.
561842
562image51843image51
563
564(this gives you a good idea of what to expect)844(this gives you a good idea of what to expect)
565845
566Scroll all the way down and uncheck everything, except ‘Desktop News Feed.’846Scroll all the way down and uncheck everything, except ‘Desktop News Feed.’
567847
568image52848This section determines your ad placements. For example, there are a handful of places your Facebook ad can show up (in addition to Instagram or their Audience Network).
849
850The desktop news feed puts your ad right in the ‘stream’ that people see first when logging in. This one’s great for getting people’s attention. (And driving conversions.) But it can also be expensive because you’re bidding against the most competition here, too.
851
852Then there’s the mobile variation of this news feed placement. Conversions might not be as good, but it might be a little cheaper to reach new audiences (because there’s less competition).
853
854And then there’s the right-hand column on desktop devices, too. Many people dismiss this placement because it’s smaller and out-of-the-way. But if you know what you’re doing, it can be a perfect retargeting ad for people who already recognize your brand. (Don’t worry, we’ll get into this a little later.)
855
856
857Once you start having some success, you can experiment with different campaigns on each placement. For example, sometimes you can get better costs (read: cheaper views) on mobile devices. But then you’ll want to reserve desktop ones to maximize conversions.
569858
859But for now, let’s continue to keep it simple. Let’s just select one placement to begin with (the Desktop News Feed).
860
861image52
570The reason is that we only want one ad in one channel, because otherwise, you won’t be able to analyze the results.862The reason is that we only want one ad in one channel, because otherwise, you won’t be able to analyze the results.
571863
572Running one ad simultaneously on mobile, desktop and right sidebar will give you data for all three combined, making it impossible to know which ad worked and which didn’t.864Running one ad simultaneously on mobile, desktop and in the right sidebar will give you data for all three combined, making it impossible to know which ad worked and which didn’t.
573865
574But, having just one ad on one channel also won’t give you much to analyze – the success of an ad can only be determined by comparing it to another ad.866But, having just one ad on one channel also won’t give you much to analyze – the success of an ad can only be determined by comparing it to another ad.
575867
576That’s why you need to split test.868That’s why you need to split test.
577869
578Step 5: Create 2 more ads for A/B testing870Step 6: Create 2 more ads for A/B testing
871
872I want to let you in on a little secret. Here is the truth…
873
874I have no idea what ad will perform best at this point.
875
876Nobody does! It’s impossible. Which means the only way to still create a profitable ad campaign is to test a few different options and see which one works.
877
878So now let’s take the same ad we just created, but give it a few minor tweaks in order to run a split test. The ads will mostly be the same, so there’s not even a ton of work involved. You can get a split test up-and-running within minutes after reading this next part.
579879
580Go to your campaign and click on the name of the ad set.880Go to your campaign and click on the name of the ad set.
581881
582image49882image49
583
584You’ll then be taken inside of the ad set, where your first ad lives.883You’ll then be taken inside of the ad set, where your first ad lives.
585884
586Check the box in front of your ad and click on ‘Create Similar Ad.’885Check the box in front of your ad and click on ‘Create Similar Ad.’
587886
588image03887image03
589
590You’ll be taken to a new ad screen.888You’ll be taken to a new ad screen.
591889
592Facebook already hints that we should tweak something. However, don’t change up too much…890Facebook already hints that we should tweak something. However, don’t change up too much…
593891
594image31892image31
595
596I have to correct them. You should actually just change 1 thing.893I have to correct them. You should actually just change 1 thing.
597894
598The only way for you to determine what works and what doesn’t, is by changing one single element, from ad to ad.895The only way for you to determine what works and what doesn’t, is by changing one single element, from ad to ad.
599896
600Why?897Why?
601898
602Imagine that you change both the copy and the image for the second ad. Then, you change these two things again and create a third ad.899Imagine that you change both the copy and the image for the second ad. Then, you change these two things again and create a third ad.
603900
604How will you know what made ad B better than ad A and eventually ad C better than B?901How will you know what made ad B better than ad A and, eventually, ad C better than B?
605902
606Was it the new image? The updated headline? The CTA, maybe?903Was it the new image? The updated headline? The CTA, maybe?
607904
608The only way to get absolute certainty of where your results come from is by changing one thing at a time.905The only way to get absolute certainty of where your results come from is by changing one thing at a time.
609906
610Since images get 53% more likes, double the comments and 84% more click-throughs, we’ll start with only changing those.907Since images get 53% more likes, double the comments and 84% more click-throughs, we’ll start with only changing those.
611908
612They are also generally the biggest success factor for your ad. Always focus on the big wins first.909They are also generally the biggest success factor for your ad. Always focus on the big wins first.
613910
614Just scroll down and upload a new image.911Just scroll down and upload a new image.
615912
616Besides my own, beautiful face, what else can I use?913Besides my own, beautiful face, what else can I use?
617914
618According to Facebook image best practices, happy people have a good click-through rate.915According to Facebook image best practices, happy people have a good click-through rate.
619916
620Since I talk about making money on the webinar, maybe money + happy people = win?917Since I talk about making money on the webinar, maybe money + happy people = win?
621918
622How can we find out? Test it!919How can we find out? Test it!
623920
624I’m showing my ad only to guys, so I’m definitely going to include a woman in the image, since we all know that they get more clicks than men.921I’m showing my ad only to guys, so I’m definitely going to include a woman in the image, since we all know that they get more clicks than men.
625922
626I’ll just use this picture from Flickr.923I’ll just use this picture from Flickr.
627924
628The new ad will look like this:925The new ad will look like this:
629926
630image04927image04
631
632While we’re at it, let’s create a third ad. Three is a good number to start testing with.928While we’re at it, let’s create a third ad. Three is a good number to start testing with.
633929
634We’ll keep this one simple, with just an encouraging CTA in a simple design.930We’ll keep this one simple, with just an encouraging CTA in a simple design.
635931
636Canva.com makes this happen in a matter of seconds. They even have templates for Facebook ads, ready to use.932Canva.com makes this happen in a matter of seconds. They even have templates for Facebook ads, ready to use.
637933
638image07934image07
639
640Using those, I whipped this up in less than 2 minutes:935Using those, I whipped this up in less than 2 minutes:
641936
642image12937image12
643
644Neat, huh?938Neat, huh?
645939
646Alright, time to get the party started. Hit p’Place order.’940Alright, time to get the party started. Hit ‘Place Order.’
647941
648image05942image05
943There’s another reason you want to constantly run split tests like this.
649944
650And now…you wait.945Facebook ads will suffer from ad fatigue at some point. That means the performance of your ad will start to decline after a few days or weeks.
946
947At first, you’ll be startled.
948
949You won’t know what’s happening. Or why this ‘winning’ ad is collapsing all of a sudden.
950
951Constantly split testing ads like this, though, will help you avoid that fate. It’ll keep things ‘fresh’ so that audiences won’t get sick of seeing the same ad every single time they login to Facebook.
952
953The best part, like we just discussed, is that you don’t need to make big changes to avoid ad fatigue, either. Just little tweaks here and there.
954
955So you might be able to take the same exact ad, but simply change the background color. Or flip the layout. Test a new headline.
956
957The point isn’t to completely ditch what works. Finding a successful ad is tough. So you gotta stick with it and just test little variations to make sure performance won’t drop off a cliff.
958
959Fire up a few variations to test.
960
961And then…you wait.
651962
652Step 6: Wait for 24 hours963Step 7: Wait for 24 hours
653964
654After the new ads pass the review, turn on your ad set and let it run for a day to get some results.965After the new ads pass the review, turn on your ad set and let it run for a day to get some results.
655966
656Play a little Candy Crush – just kidding, work on something else!967Play a little Candy Crush – just kidding, work on something else!
657968
658Step 7: Kill the ads that don’t work969You need to give your ad campaigns enough time to get some meaningful results.
970
971As discussed, Facebook’s platform needs a little time to help you optimize (or self-correct). So that means your performance can actually start to improve after a few days.
972
973A huge mistake many new advertisers make is pulling the plug too early.
974
975Results don’t look promising after only a few hours or a day. People will get nervous because it looks like an ad isn’t taking off. So they kill the campaign before it’s had a chance to start working properly.
976
977For example, Digital Marketer ran the same ad to the same audience, but switched up the ‘objective’ (that Facebook was optimizing for).
978
979After a few days, the first campaign generated 59 leads at $7.81 cost each. Not bad!
980
981
982But the second one actually generated 332 leads for only $1.38 each!
983
984
985Just by picking a better campaign objective and allowing it to do its thing, they generated five times as many leads.
986
987So give it a little time to run. Then come back in about a day or so to decide which one is outperforming the others.
988
989Step 8: Kill the ads that don’t work
659990
660Once you have some data on which ad works the best, turn off the other two. Run with the best performing ad until it stops working.991Once you have some data on which ad works the best, turn off the other two. Run with the best performing ad until it stops working.
661992
662This might be a week, although it’s usually more in the range of 4 to 5 days.993This might be a week, although it’s usually more in the range of 4 to 5 days.
663994
664Then, you’ll have to change the image and copy, because everyone relevant will have seen your ad already.995Then, you’ll have to change the image and copy, because everyone relevant will have seen your ad already.
665996
666It also depends on how big your audience is.997It also depends on how big your audience is.
667998
668If your ad is served to 500 people per day, you’ll go through most people from a 3,000 people audience within 5 days.999If your ad is served to 500 people per day, you’ll go through most people from a 3,000 people audience within 5 days.
6691000
670Step 8 [Optional]: Increase your budget1001Step 9 [Optional]: Increase your budget
6711002
672Before you dump more money into the ads, make sure that you’re converting on the back end!1003Before you dump more money into the ads, make sure that you’re converting on the back end!
6731004
674If your ads drive sales directly, that’s perfect. But, if you’re collecting emails or app download, make sure that the math holds up and that people end up actually paying you.1005If your ads drive sales directly, that’s perfect. But, if you’re collecting emails or app download, make sure that the math holds up and that people end up actually paying you.
6751006
676Otherwise, this step could lead to a big hole in your wallet, really fast.1007Otherwise, this step could lead to a big hole in your wallet, really fast.
6771008
678However, if you’re positive that your ads are providing a positive ROI, you can start increasing your budget, slowly and creating more ads.1009However, if you’re positive that your ads are providing a positive ROI, you can start increasing your budget, slowly and creating more ads and reaching the news feed of more Facebook users.
1010
1011For example, let’s say you’re able to generate a new customer who pays you $100 for only $10. That’s great!
1012
1013It’s so great, in fact, that you can probably even afford to spend a little more to make sure that you’re getting each and every customer you deserve.
1014
1015So why not increase your bids a little bit?!
1016
1017You can simply go into your campaign and increase the cost you’re willing to pay per click, and then the daily or lifetime budgets.
1018
1019Or, if you’re feeling advanced already, you can try automating this process with one of Facebook’s built-in Optimization Rules.
1020
1021Admittedly, these are kind of advanced. But once you see how they work, you’ll see that you can easily re-create them on your own.
1022
1023For example, if your costs are low and you can afford more (in order to get more total customers), you can set up a rule that says to increase bids a little bit (as a percentage) automatically.
1024
1025
1026That way you can set-and-forget it. Facebook will take care of the rest.
1027
1028Don’t worry, though. You can also set-up another one of these to decrease bids if they get too high. For example, let’s say that Cost Per Click starts creeping up to $0.50 and that would threaten your profitability.
1029
1030No worries. Just create another one of these that says to decrease bid by a certain percentage when your CPC starts reaching those heights.
1031
1032You can even pause campaigns entirely, too, if things start to go awry. So if you start getting nervous when the CPC hits $0.50, just tell it to pause the campaign. That way, you can go into manually check it out before deciding whether to keep going or pull back.
1033
1034These little tricks might take a few minutes to set up. But they’ll end up saving you TONS of time on a daily basis. So they’re worth checking out.
1035
1036Now that we’re getting into more advanced techniques, I think you might be ready for another new one…
1037
1038The highest performing Facebook campaigns usually have one thing in common: custom audiences.
1039
1040Here’s what those are, and how to start using them.
1041
1042Step 10 [Advanced]: Expand your reach with custom & lookalike audiences
1043
1044So far we’ve mostly focused on creating a single campaign for a new audience.
1045
1046Remember all that ‘custom audience’ stuff we touched on at the beginning? I’ve written this article about tools to enhance your Facebook ads success and this one about more advanced Facebook ad management.
1047
1048But we can also go into a little detail here so you know what’s coming up next when you get one successful ad campaign off the ground.
1049
1050Custom and lookalike audiences are a great way to increase the detail of your ad targeting (custom audience) and expand your target audience reach (lookalike audience) to maximize your ad campaign results.
1051
1052Why go to all this trouble?
1053
1054Two reasons.
1055
1056The first is that ad campaigns which target custom audiences get rewarded by Facebook’s own Relevance Score. This is a measurement they use to determine how well your ad is going to fit those people.
1057
1058The higher the Relevance Score, the better click-through rates you can expect, and the lower cost per clicks, too.
1059
1060
1061(image source)
1062
1063AdEspresso found this out first-hand. They ran the same exact campaign and ad to two different audiences.
1064
1065The first was ‘poorly’ targeted, while the other used a custom audience. And the results weren’t even close:
1066
1067‘Poor’ Audience: 278 clicks at $0.142 CPC
1068Custom Audience: 1,103 clicks at only a $0.03 CPC
1069At the very beginning, you won’t have access to creating a custom audience. You’ll have to use interest targeting, instead, to find new people. You plug in a few brand names or big blogs and it will target everyone else who follows those, too.
1070
1071But once you start getting decent website traffic or Facebook engagement, you can switch over to fire up a new custom audience, instead.
1072
1073Start by going back into the Facebook Ads Manager and looking for the Audiences section. (You should be able to find it under Assets toward the right-hand side).
1074
1075Go ahead and click. Here you’ll see a few different custom audience options to get started with:
1076
1077
1078The Customer File allows you to upload a list of customer email addresses or phone numbers from your newsletter, for example, and Facebook will ‘match’ those records with user accounts. Depending on the industry you’re in, they might be anywhere from 50-80%.
1079
1080
1081This option is great for driving conversions because you should know about these people if you already have their phone number or email address.
1082
1083If they’re on your newsletter, for example, you can segment the entire list into groups based on what kind of business they are, what problems they want to solve, or even what blog post topics they’re most interested in.
1084
1085That way you can laser-target ads to them on Facebook that match these exact preferences.
1086
1087The Website Traffic option will be one of the first you’ll use to capture everyone who now knows you by name.
1088
1089Chances are, you promoted some content to them in order to get them to click. They browsed around your site and left before buying anything. But now you can use a custom audience to hopefully get them to come back one day.
1090
1091You can even take this a step further by creating different custom audiences for different types of web traffic. For example, Facebook ad pro Jon Loomer uses different audiences based on the blog post topic that person was reading about.
1092
1093So he has one for Facebook Ads and another for Entrepreneur (because those words show up in the URL).
1094
1095
1096Now he easily knows what content to send each audience in order to get them to come back.
1097
1098App Activity will act similar to your website traffic one. You’re picking up on a user’s behavior, but this time inside of your app (instead of on a website).
1099
1100So many of the same tactics apply. You can watch logins, time spent in the app, and the actions they take (or don’t take) in order to personalize follow-up messages to them.
1101
1102For example, you can create an event that looks for anyone who’s made an in-app purchase in the last 60-days. Now you know these are highly profitable, interested customers who might be ripe for a new upsell when it’s ready.
1103
1104Those used to be your major options for years. But Facebook recently released the Facebook Engagement just in the last few months.
1105
1106And it’s a game changer. Here’s why.
1107
1108Let’s say you have a B2B website. Most don’t have a TON of traffic. And you typically don’t need a ton of leads or conversions, either, to hit your revenue goals.
1109
1110So your odds at using one of the custom audiences mentioned earlier are slim-to-none. It just wasn’t practical, and you would have to spend a lot of money in order to have an audience big enough to be worthwhile.
1111
1112The Facebook Engagement custom audience option changes that, though. You can easily build up engagement directly on your Facebook page, or by getting people to interact with your posts.
1113
1114Your ‘engagement’ options include everything from:
1115
1116Page visits, to
1117Liking, commenting, or sharing your page posts
1118Clicking on your CTA buttons
1119Sending a message to your page
1120Saving any of the posts you make to your page
1121For example, one of the best ways to build an audience right now on Facebook is by putting up a video and driving video views. Facebook expert, Andrea Vahl, says you can build up audiences for literally pennies per view.
1122
1123
1124One final engagement criteria is for their Lead Ads.
1125
1126Facebook Lead Ads are designed to help you generate opt-ins directly from Facebook, without the person ever having to leave the site. So instead of getting sent to a landing page, having to fill out a form, etc., they can just click a single button to submit their Facebook profile information.
1127
1128But not everyone who opens one of these lead ads will convert. The conversion rate should be higher than you’d see from redirecting them to a landing page. Even better on mobile devices when you don’t make someone click through to fill out a ton of form fields on their tiny screens.
1129
1130However, there will see be a certain number of people to drop off.
1131
1132These new options now allow you to create a custom audience for all of those people who opened the lead ad in the first place, but didn’t end up converting.
1133
1134
1135You know these people are potentially interested (because they clicked on the form to check out the offer). So now you can create follow-up messages to build on the intent they’ve shown.
1136
1137Last but not least, Facebook’s Lookalike audiences can be used to expand your reach from an existing audience.
1138
1139For example, let’s say one of your audiences (out of three or four) is converting significantly higher than the others. You can’t explain why, but you can’t argue with the results, either.
1140
1141A lookalike audience will let you ‘clone’ that awesome audience so that Facebook will try to find more people just like them. You can select a country and percentage (like 1%, 5%, or 10%) to control how tightly defined you want that audience to be.
1142
6791143
680Conclusion1144Conclusion
6811145
682As you can see, Facebook ads aren’t rocket science.1146As you can see, Facebook ads aren’t rocket science.
6831147
684This guide gives you everything that you need to get started today, in less than an hour.1148This guide gives you everything that you need to get started today, in less than an hour.
6851149
686You’ve seen the various uses and ways to make Facebook ads work.1150You’ve seen the various uses and ways to make Facebook ads work.
6871151
688You know all of the basic terms and how to set up your first campaign.1152You know all of the basic terms and how to set up your first campaign.
6891153
690How will you use this new knowledge?1154How will you use this new knowledge?
6911155
692What will you advertise for?1156What will you advertise for?
6931157
694Let me know the headline of your first ad and what you’re hoping to achieve with your first campaign.1158Let me know the headline of your first ad and what you’re hoping to achieve with your first campaign.
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