FACEBOOK ADVERTISING 101:
Creating Your First Ad
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SET UP FACEBOOKBUSINESS MANAGER
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FACEBOOK BUSINESS MANAGER
Why do I need this?
• Manage access to Facebook pages and ad accounts
• House multiple ad accounts under one business manager
• Work with agencies
What must I do first?
• Claim your Facebook page (create one if you don’t have one already)
• Claim your advertising account
BUSINESS MANAGER
PAGES PEOPLE AD ACCOUNTS
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SIGN UP FOR FACEBOOK BUSINESS MANAGER
1. Go to business.facebook.com.
2. Click Create Account.
3. Enter a name for your business. Select the primary Page. Enter your name and work email address.
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CREATE YOUR FIRST AD
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HOW FACEBOOK ADS ARE STRUCTURED:
CAMPAIGN
AD SET AD SET
AD AD AD AD
Set campaign objective
Set audience, placement, budget, & schedule
Set format, media, & creative
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CREATE YOUR FIRST AD
• In Ads Manager, navigate to Ads-Create
• Under campaign, click and choose your “Objective”
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SET YOUR OBJECTIVE
Give your campaign a name. We like to use the naming convention: date-objective-offer.
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CREATE YOUR AD SET
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CREATE YOUR FIRST AD
Next, you’ll create your Ad set.
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CREATE YOUR AD SET: TRAFFIC, OFFER
Name your Ad Set
Name your ad set using the naming convention shown
Choose your Traffic
Optional: create an offer
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AUDIENCE: AD SET
Navigate to Audience
Create new or use a saved audience
• Age
• Demographics, languages
• Locations
• Behaviors
Select Custom Audiences
• Customer list
• Website behavior
• Engagement (with page or ad)
• Lookalike
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BUDGET & SCHEDULE: AD SET
Navigate to Budget and Schedule
• Choose a daily or lifetime budget –once set, you can’t change it
• Set a start/end
• Optimization for your end goal
• Link Clicks
• Conversion
• App Install
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BUDGET & SCHEDULE: AD SET
Choose your Bid Amount
• If you’re new: Automatic bidding
• If you’re advanced: Manual bidding
Choose your Delivery Type
• Standard ad delivery –optimal speed at lowest cost
• Accelerated ad delivery –deliver ads as quickly as possible (best for time-sensitive ads with bigger budgets)
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CREATE YOUR FIRST AD
Navigate back to the ad creation screen and scroll down to Ad on the left
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AD, PAGE, FORMAT
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AD, PAGE, FORMAT
Name your ad using the shown naming convention
Choose ad Format
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AD SETTINGS
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AD SETTINGS
Website URLWhere do you want your ad to link to?
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AD SETTINGS
HeadlineCapture attention with a visible headline
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AD SETTINGS
TextMotivate conversions with a compelling value prop.
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AD SETTINGS
Call to Action What action do you want your audience to take?
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AD SETTINGS
News Feed Link Description Tell people why they should visit your business.
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AD SETTINGS
Display link modify your URL, so it is relevant and appealing
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AD SETTINGS
URL Parameters Append URL parameters, so you can measure the effectiveness of your Facebook ad in Google Analytics.
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AD SETTINGS
Pixel TrackingTrack conversions on your website by first installing the Facebook Pixel.
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AUDIENCE TYPES
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HOW BIG SHOULD MY AUDIENCE BE?
Guidelines
• 250,000 – 1,000,000 based on:
• What is your budget?
• What stage in the funnel are you? Awareness, Demand Generation, Acquisition, Transaction
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AUDIENCE TYPES
Navigate to assets > audiences > create audience
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SAVED AUDIENCES
Give your Audience a Name
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SAVED AUDIENCES
Narrow your audience by geography, age, gender, and or language
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SAVED AUDIENCES
Detailed Targeting
• Include or exclude people to narrow down audience
• Demographics – education, income, job
• Interests – specific business interest, likes, etc.
• Behaviors – operating systems they use, email domains, purchase behavior, and more.
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CUSTOM AUDIENCES
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CUSTOM AUDIENCES
Custom audiences enable you to leverage your organization’s data
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CUSTOMER FILE
Upload a file and select identifiers
When to use it
• B2B companies
• If your goal is conversions
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WEBSITE TRAFFIC
Install Facebook pixel Base install to track standard events on your website:
• View content
• Add to cart
• Checkout
• Custom Events
When to use it: Remarketing/conversion ads
*Install Facebook Pixel Helper to check if pixels are working correctly
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ENGAGEMENT
An engagement audience lets you target people who interact with your Facebook content.
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LOOKALIKE AUDIENCES
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LOOKALIKE AUDIENCE
Facebook uses a source audience (a previous used/saved audience or a custom audience) and “looks” for Facebook users with similar traits.