Facebook Ads For Beginners in 2021 | Step By Step Facebook Ad Tutorial

Key Takeaways

hey it's andrew and in this video we're going to talk about everything you need to get started with facebook ads in 2021 i'm going to walk you through everything from start to finish to get you up and running with your first facebook ads even if you're a complete beginner so we're literally going to cover everything in this one video if you've never run facebook ads before if you're a complete beginner then this is exactly what you need okay so let's get started the very first really important thing you need to do is tap that like button for me okay it really does help the youtube algorithm helps me grow this channel get in front of more people and all that good stuff it only takes you half a second to do so please if you're enjoying this please tap that like button and if you want to hear more from me you can hit subscribe and hit that little bell as well to get notified when i release new videos all right so the first thing we want to do go over to business.facebook.com and we're going to set up something called a facebook business manager account basically all it is is a container it's a container for your business that holds all of your assets that are related to facebook advertising so inside the business manager container you're going to have your facebook ad accounts you're going to have your facebook pages your instagram accounts your pixels and different users that have access to those different assets so it basically just allows you to put all those assets in one container and then give access to each of those as needed and to allocate them and assign them to different things so that you can control it all from one central place okay so that's all the business manager really is and this is how you set it up okay so over in your browser go to business.facebook.com now from here you want to click create account now just log into your facebook account at this point so type your facebook details in click login right and then once you've logged into your facebook account you can click create account up here in the top right all you need to then is to put your business and account name so simply enter your business name here so you do just want to match the actual name of your business here or the public name of your business here so make sure that matches enter your name and your business email go through and click submit and you'll set up your business manager account now i'm not going to do this now because i've already got a business manager account set up but if you haven't click submit get that set up and then we'll move on to the next step now once you've created your business manager account you should see something like this which is the basic business manager interface if you've already been upgraded to business suite which at the time of recording this facebook is moving over to so they're moving from business manager to business suite because in facebook's wisdom it's great to be constantly changing things like this for their users don't ask me why but if you have the business suite you'll see a screen like this and you want to click on business tools and then you can see these settings there otherwise if you see a similar screen to mine you can see the settings icon down in the bottom left you can also see we've got business settings right here and you can also see in the business tools menu at the top we've got business settings as well so take your pic click one of those and go to the business settings menu and this is where we're going to actually set up our business manager account now it's quick and easy first thing we want to do is go down to business info and populate all of your business information here again populate as much as possible in this business details section don't worry about the business verification status at the moment you'll notice your ad account creation limit here is one that's because when you create a new business you can only have one ad account to start with once you build trust with the platform once you start spending money paying your bills on time and all that stuff they will allow you to create more than one ad account but at the moment one is fine turn on two factor authentication i highly recommend that so turn it on for everybody and i would go through and click everyone go down enter your information here as well uh verify your email address do all that good stuff and turn on two-factor authentication for your own facebook account now the reason this is important is because it's becoming more and more common for people to have their ad accounts hacked money gets spent and then it's a big hassle trying to undo that get refunds all that kind of thing you don't want it to happen to you so turning on two-factor authentication for your personal facebook ad account and then making it mandatory inside the business manager is a really important step to take okay once you do that we're going to go up here and click on security center again just make sure our two-factor authentication has been turned on for everybody there then what we're going to do is go up here to pages we're going to bring your facebook page if you've already got one into business manager if you haven't got one it's time to create one so you want to click add go to add a page now this is if you already have a business page okay if you already got a facebook business page you want to add it to the business manager meaning you own the page if you're managing a page for somebody else you need to click request access to a page if it's your own page that you own and it belongs to your business click add a page type in the name and click add to add that page to your business next up you want to go to add accounts and we're going to add your ad account to this business so click add and then for this one we're going to actually create a new ad account so click on that give your ad account a name now this isn't important you can call this whatever you would like to call it so i'm going to call it andrews example account set the time zone to whatever time zone you would like your ad account to be using so i recommend using your own local time zone and then the currency you want to use so uh select the currency that is relevant to you for me it's australian dollar this is the currency you will be building so just be mindful of that uh you can choose whatever currency you want but you will be locked into that and it's going to build you in that currency for the rest of time okay so click next uh you choose what your account is going to be used for if you're going to use it for your own business choose my business if you're going to use it for somebody else's choose another business or a client click create now you've got your brand new ad account which we're going to use for our ads later on which is awesome and now you want to give access so over here you choose yourself you can choose everything here turn everything on okay and click assign now it's going to ask you at this point to add some payment information so that you can pay for your ads click add payment info at this point and then you want to choose your location and currency it's already done for us business and tax info go ahead and add your tax info there just to make sure depending on where you are facebook doesn't withhold tax and do weird things like that and then add your payment method you can see here we've got debit or credit card and paypal i think it depends where you are there are other payment methods available and depending how much trust you've built up with the platform and things like that so i know that once you spend a lot you can actually get a line of credit with facebook meaning you can spend money all month they'll invoice you at the end of the month and you can pay that invoice but when you're first getting started it's usually just these two options i recommend using a debit or credit card here you get points as well so try to pick a credit card that has a good reward scheme so that whenever you spend money you get frequent flyer points and you can use those just a quick tip there and if you have a credit with facebook to claim you can enter that there and claim it but most people won't have that so simply click next and set up your payment method follow the steps to do that okay now you've got your ad account with a payment method associated what we want to do now is go down to instagram accounts and we're going to add our instagram account so click add and then we click connect your instagram account it's going to ask you to log in to your instagram account so just log in and it's going to bring your instagram account into that business manager for you okay all right now we're nearly there and we normally would be there but because of facebook's new ios 14 changes there is one more thing that's really important that we need to do before we move on to the next step and that is verifying add domain so you want to go down here to brand safety click domains i need to add my domain meaning any website domain that you own where you're going to be running ads to and you need to verify that you own it now again if you don't do this once the ios 14 privacy changes roll out and if that means nothing to you don't stress basically it's just some changes that are coming through from apple that have made facebook have to make changes on their side of the platform for privacy reasons and so you need to verify that you own the domains that you're running ads to now so you want to click add on manage your domains and enter your domain name so i would click andrew hubbard not click it i would type it in and click add domain and then what we want to do here is verify the domain now i find the easiest way to do this is to just copy this part here this tag on the meta tag verification side go over to your website add it to the head section of your website so in between the head tags on your website and then come back here after you publish that and click verify if you need more detail on that i've actually got a video i'll put a link at the top somewhere now so you can click that video and go and watch it in detail and then come back here after you verify your domain it's really quick and easy takes five to ten minutes to do but make sure you come back here verify that domain before you move forward because if you don't do this you're not going to be able to run what we call conversion ads which are the most common type of ads on your account so it's really important to do and then last of all something that's not required but i highly recommend doing it is to verify your business manager account so if you go back down here to security center you can see we've got business verification i can click continue because i started doing this before you can go through here and go through this process to verify your business with facebook so basically you send in some documents like your certificate of formation of your business uh maybe a phone bill or something to verify your address and a couple of other things and basically it verifies that you're a legit business with facebook builds up extra trust with them and it is something that is quite helpful in terms of getting more ad accounts sooner as well as helping to avoid account bans shutdowns and things like that so although it's not really really critical it is something i highly recommend doing if you don't do it now you can skip this get some ads up and running maybe come back to it but i do recommend you verify your business very early on in the process if not right away okay now once you've got the facebook business manager set up it's time to move on to the next step and that is setting up the facebook pixel now if you're not familiar what the facebook pixel is it's just a little piece of code that you add to your website and it tells facebook when people complete a conversion event like signing up for a form or a webinar or purchasing a product from you so it's really important because what it does is it sends that information back to facebook so it knows when somebody completes an important action on your website and facebook uses that one in your facebook ad reports so that you can see the results you're getting from your ads obviously that's really important and two it actually uses it to optimize your ads automatically for you and improve the performance so it can look at that data see who's converting into a lead see who's buying from you and then optimize your ads to show them to more people just like those ones so it's kind of an extra optimization step and it's absolutely crucial to the facebook ads process now here's how you install the facebook pixel go back over to the business manager and what we're going to do is click on the menu business tools menu and click on ads manager okay so click ads manager that's going to bring you into your brand new ad account that you set up and what we need to do from here is click on the menu on the left again the business tools menu and click on events manager you might see it here or you might have to scroll down the list and find it but it's going to be in that list somewhere now once we're on the events manager page we actually have to create our facebook pixel so you can go here and click on connect to data source choose web get started we're going to choose the facebook pixel here click connect now we want to give this pixel a name so i'm going to call mine andrew's example pixel and then i'm going to enter my website now my website is andrew hubbard dot co but i'm putting staging down into hybrid.com because i use that for all of these examples that i show you guys so yours won't have the staging in front so just pop in your website url here click continue now you can see i've got a pixel here on the left called andrew's example pixel and i need to make a choice here i can choose to manually add it to my website or i can use a partner integration i'm going to choose use partner integration because what that does is it gives us simple instructions based on whatever platform we use and shows us how to install the pixel on that platform so click user partner now from here you just choose whatever platform you're using for your website so for me it's wordpress but it could be webflow for you or squarespace as in this list as well shopify so simply choose your platform follow the instructions and install the pixel it's a little different for every platform but these instructions are great it's going to walk you through step by step so go through that process and do it i'm going to choose wordpress and i'm going to follow the steps so i'm going to click next here it's telling me to install a wordpress plugin do that and then go through and enter it here so i'm going to go over to my website now before i do anything though install a chrome extension called the facebook pixel helper you can see i've got it here in chrome if you don't know how to do that simply right click here go manage extensions go up here to the menu on the left click open chrome web store and search for facebook pixel helper and you can see here it's facebook pixel helper offered by facebook go ahead and install that activate the plugin and then you'll see this little icon here if not you'll see it in your main menu here you might have to click on this little jigsaw piece and you'll find it in this list okay so i've got the pixel helper installed now if i go to my website and click refresh you'll notice the pixel helper is grayed out and if i click on it it says no pixels found i'm going to install the pixel now and then the pixel helper is going to tell me that the pixel is installed so i'm simply going to go in here and following the instructions that facebook gave me i'm going to install the pixel plug-in and just like that with the magic of some video editing i've gone and installed the plugin set up my facebook pixel on my wordpress website now i'm just going to go back to the site itself and i'm going to check that it's working so two ways to do this go back to the site and now if you look at the facebook pixel helper plugin you'll see that it is actually blue with a little green icon and it says my pixel is installed so one pixel found and then you can see it's the right pixel uh page view is ticked which means the pixel is installed and it's good to go if i go back to the events manager now in facebook i can actually click enter the url click send test traffic and it's going to test it for me as well and now you can see it says it is active which means the pixel is working perfectly well click next now we want to set up events now events basically anything that is important to us that the user might do after they visit our website the classic events that mostly pop up that we want to track are lead meaning tracking when somebody becomes a lead and purchase when somebody purchases a product now there are other things like add to cart initiate checkout and it depends on your business as to whether or not you use these events so if i have a business where i simply am collecting leads meaning email addresses and then those people are buying from me down the track i might just want to use lead initiate checkout and purchase but it really depends on your business the main ones i recommend you absolutely get started with though are the lead and the purchase event but i do recommend either now or down the track you set up as many as you possibly can so you want to track when people initiate the checkout when they add an item to their cart when they search for something on your website and all those different events but for now we're just going to do the lead and the purchase here's how we do it you want to enter the website url that people see after completing a particular event so i'm going to choose my first event which is the lead event so i'm going to choose the url that people visit after they enter their name and email on my website and become a lead now in my case the url is staging dot andrew hubbard dot co forward slash thank dash u okay so i'm going to enter that in here now i'm going to click open website okay now you can see it's opened up that page for me and it's got this little facebook event setup tool on the left i'm just going to close that and close that okay so what i want to do now is i'm going to enter the event that i want to track when people hit this page so basically we're telling facebook when somebody hits this page this is what is happening and this is what i want to track so i'm going to say track a url and so select here lead because when people hit this page they've just become a lead and i'm going to say when the url contains and i just like to take off the http and just leave it like that now i'm not going to include a value because people aren't purchasing from me at this page this is simply a lead event so there's no value associated with that i'm going to click confirm so now what we've done is we've said to facebook when somebody hits this page then they are officially a lead and we want to track that with our facebook ads so i'm going to click finish setup click finish i'm going to skip the little feedback thing so now we're going to click next and then we're going to test it in events manager so click that one and now you can see here down here in the pixel conversion api i've got events lead and it says it is active okay but it says zero total events so to test this out i guess i'm going to open that in a new browser window now and just go to that page i'm going back to my facebook pixel helper tool and if i click on that you can see i've got the lead event here so it says page view that's great and down here it says lead so it's saying that the lead event is being triggered on this particular page which means that our conversion event is working i'm just going to quickly show you now how to set up one on the thank you page for after people make a purchase close that window i'm going to go back to my events manager here and then i'm actually going to go to add events and then i'm going to go from the pixel open event setup tool now i'm going to go to the page that people see after purchasing my product so in this case it's this address i'm going to click open website so i'm going to click track a url here i'm going to select an event and choose purchase and i'm going to say url contains and then take off the http again now i'm going to choose don't include a value here with your purchases you ideally do want to track the value that has a lot of value if you do that because you can see how much revenue you're bringing in from your ads inside the ad manager to do it this way what you need to do is if you have a checkout that shows the total order value on the thank you page which a lot of e-commerce platforms do you can actually choose choose value on page and you can highlight the order value as it appears on the page and that will dynamically pull in each different order value from that point onwards when somebody buys from you so let's say you have a store with three different products each at different price points well depending on the combination that people choose and what they buy if that final price appears on the thank you page you can simply highlight that here by let's say clicking and it's going to pass that dynamic value whatever that value is each time somebody purchases back to facebook okay but if you don't have that like i don't on this page you need to set up the initiate checkout event on the checkout page and pass a value then and then you'll be able to choose use value from initiate checkout because in this example i haven't set up the initiate checkout event then it's not going to allow me to do that so i'm just going to choose don't include a value and click confirm now i'm going to click finish setup click finish okay now we've set up our facebook pixel we can get into the really good stuff here and start setting up our first ad so what you want to do now is go back to the business tools menu and back to the ad manager this is where we're going to set up our first campaign now a campaign consists of a few different levels i'm going to walk you through what those are now at the very top you have the campaign itself and the campaign is essentially where you tell facebook what it is you want to achieve with your ads meaning what your objective is so whether it's leads or whether you want to get traffic and we'll talk about each of those different objectives soon but that's the campaign level below that you have the ad set now an ad set is where you decide on who you want to target the demographics you choose your budget you choose your start date and end date for your ad campaign and a few other little things like where you place your ads meaning do you want to show them in the facebook news feed and the instagram feed on stories as well as things like bidding which we're not going to get into in this video because that's a more advanced strategy and you can actually have multiple ad sets inside of a campaign so think about it like this you might have a campaign where you want to bring in leads for your business within that campaign you might have multiple ad sets and each ad set targets a different audience so you can test different audiences and see which one works best for you now inside each ad set you have your ads and the ad is what people see on facebook so the ad is the image or the video or the text combination that people see in their news feed or on instagram or wherever they see the ad so that's the ad and you could have multiple ads within each ad set so you might have a campaign with one ad set targeting a particular audience and then you might have three or four different ads that that particular audience will see sitting within that ad set same again you might have another ad set with a different audience and then specific ads for that audience in the next ad set okay so you have one campaign multiple ad sets and then multiple ads within each ad set now let's go ahead and create our first one so back in the ad manager you want to click on create and then we're going to choose our objective now let's talk about the different objectives here so you really want to choose the objective that is most aligned with the end goal of your campaign so what you actually are aiming for as the end goal when you're running these ads meaning if you want to get leads then you need to choose the right campaign to get leads so yes people are going to need to click on your ads you're going to need to send them to a website most likely before they fill in a form and become a lead but you don't just want the traffic so traffic is not the best objective in this case the actual objective you want is lead generation or conversions in most cases so let's just walk through some of these objectives and explain them traffic for example is going to get you traffic to your website so if you're running a blog post then traffic is great because it's telling facebook hey i want to get people who are likely to click on my ad and visit my website but if you want to get those leads or conversions on the website meaning you want somebody to hit your website and then fill in a form traffic is not the best objective to choose because it's not the end goal the end goal is the lead not just the traffic so in that case you'd want to choose conversions because you want somebody to click on your ad and then convert into a lead so traffic is simply where you want traffic to the site and nothing more you don't want them to buy from you you don't want them to become a lead you just want them to visit the site if you did choose traffic and you sent them to a product page to purchase something or to a form like a webinar registration sign up what you would get from facebook is a lot of traffic but very few signups or purchases because facebook is sending you people who are likely to click but not necessarily likely to convert into a leader or customer if you chose the conversion objective in that case would which would be the best choice you would get conversions because facebook is sending you people who are likely to convert into a lead or a customer so if you're sending to a blog post just because you want them to read the post traffic is great if you're sending to get them to sign up let's say to a call or to get them to sign up for a webinar conversions is your best bet if you're sending them to purchase from you then conversions again is likely the best bet the other one i'll quickly go over is lead generation lead generation is a way to generate leads without sending them off the facebook platform so if you just want to get their contact information name email phone number and you're going to follow up with them later then lead generation can be a great choice because it allows you to show them an ad and have them click that ad and enter their information right there on facebook without ever having to leave and go to an external website so you can get that information and contact those people a good example of this would be let's say solar if you're installing solar and you want to get leads for solar you could run an ad collect people's information so you can contact them about installing solar on their house using a lead generation ad but most of the time in eighty percent of cases we're using the conversion objective and so that's what i'm going to show you in this example choose conversions and click continue now we're going to give our campaign a name so i'm going to call this webinar registrations because i'm going to show you how we would send people to a webinar to sign up for that particular event now you don't need to change anything else at the campaign level so if you look over here we've got webinar registrations that's the campaign level below that we've got new ad set so that's the ad set level and below that we've got a new ad which is the actual ad so i'm going to click now to go down to the ad set level by clicking on new ad set i'm going to type in here the ad set name next we want to choose our conversion event location which is going to be website in this case because we're going to be sending people to a website then we're going to choose our conversion event now you need to choose the conversion event that you're aiming for so for me i'm going to choose the lead event because i'm going to send people to a form that they're going to fill in and then on the thank you page we're going to trigger the lead event so you need to choose the event here that gets triggered after people complete the action that you want them to so for our example here that we did earlier we set up the lead event on our thank you page so i'm going to send them to the form that they'll fill in and then they'll hit that thank you page where the lead event gets triggered if you're in e-commerce and let's say you're sending them to a product page then you're probably going to want to choose purchase because you want them to go to that product page buy your thing and then they'll hit the thank you page where your purchase event is triggered so again this is quite important you need to get this right so make sure you choose the right event based on what you're trying to achieve so next up we set our budget i like to set a budget of roughly eight to ten times my expected cost per acquisition of whatever i'm trying to do so for example if i want to acquire leads at five dollars a piece and i think if i can get leads for five dollars each i'll be really happy then what i would do is i would do five dollars times eight which is forty dollars and set that as my daily budget now the reason for this is because of the way facebook works they really want you to get 50 conversions per week on an ad set meaning in this case 50 leads per week for this ad set in order for facebook to be able to optimize properly so that's why we choose eight times whatever our lead cost is because seven eights meaning seven days at eight leads per day is 56 so we're crossing that minimum of 50 conversions per week so seven sevens for example if we're doing seven times our desired lead cost of getting seven leads a day we'd be at 49 so it'd be just under so that's why i like to say whatever we think it's going to cost us per lead times that by 8 and set that as the daily budget is how i do it at the moment so let's say we have a daily budget of 40 dollars i'm going to go down here and choose my audience so this is where we get into our targeting now what we want to do here for targeting select all of the locations that you want to target your age range any genders so set all of these demographics as you want to have them set and then we're going to scroll down and set up actually who we put these ads in front of so if we click edit now you can see it's come down and shown you this drop-down box and we can start to type in different interests and different behaviors for our audience so in this case i'm using an example of new mums and i'm going to show you an example where we're promoting a webinar that teaches new moms how to get their babies to sleep better so i want to get in front of new mothers and so in here i'm going to type in parent because we can actually target parents so you can see if i get in here parents with 0 to 12 month old children so new parents 0 to 12 months i can actually specify that and i said mothers so i'm going to choose women up here detail targeting expansion i'm going to turn that off now facebook actually knows which of its users are new mothers don't ask me how they know there's a lot of different ways it can be because they've actually put in a post you know that said hey here's the arrival of a new baby things like that but they know who a new mother is so we can make sure we get in front of them now i'm actually going to expand my locations here i'll add in the united states we can specify any other details that we want to here but for this example that's all i need to do i recommend you leave it on all placements here and that is it now if we scroll back up one thing we didn't talk about is your schedule i recommend that here you set it to midnight on the next day so the reason for that is so i'm saying 12 am i like to start my campaigns and my ad sets at midnight so that the algorithm gets a full day to allocate your budget on that first date if you just leave it to start right away what happens is you'll publish this it'll go into a review process and it might take a few hours for facebook to review and approve your ads and then they'll start running but if you set a forty dollar a day budget and by the time they get approved there are only let's say six hours left in the day facebook will rush and it will dump that forty dollars all in the next six hours before the day ends and that gives you weird results sometimes so what i find best is set it to start at the following day so the the algorithm has a full 24 hours to spend that first budget it's not going to rush out and dump your budget and it's going to spend it evenly all day and you'll start to see more even reliable results so simply do that set up your audience and all your targeting and then we're going to click next now we get to set up your ad so we're going to go here give the ad a name select your facebook page and your instagram account here and then we're going to go down here to add setup now i'm going to show you an image ad first so we're going to leave it on single image or video i'm going to click add media and add an image i'm going to upload an image by clicking here so i've uploaded my image click next and click done now this is a stock image that i've found so what i'm going to do here is click edit and i'm going to say edit media and i want to edit it to be square so i just choose the square option the reason i like to edit images to be square is because it looks better on facebook and on instagram it takes up more of the news feed it looks native on instagram which is even better and we can run it that way now we want to go down and we're going to enter our primary text here so this is the text that appears at the top of the ad and it's the main text in the ad it's the longest piece of text so here's a good formula that i like to use to write my ad text now i like to open with a a hook something that's going to hook the reader in and the best way to find a hook is to think about a problem that your audience has and then give them a single sentence or a statement that tells them how you're going to help them fix it so i'm going to say here how to get your baby to sleep quicker and stay asleep for longer in three simple steps that anyone can follow and then between brackets even tired new parents now what i'm doing there is i'm addressing a pain point so a pain point or a common objection that the parents have is that they're exhausted okay if you're a parent you know what it's like you don't really want to take on big challenges and new things when you're already exhausted so we're just addressing that here because that's an objection they're going to have they're going to think i'm not going to click this because this is going to be some big complicated thing that's going to take a ton of time but if we address it here they're much more likely to click ok so that's our hook and then we want to go into the rest of our copy now here's where we just start to expand on things a little bit and build that interest and anticipation so i'd write something like this okay so you can see the primary text is all here now and it says how to get your baby to sleep quicker and stay asleep for longer in three simple steps that anyone can follow even tired new parents so that's my hook and i've addressed one common objection there in brackets next up i've said as a pediatric occupational therapist i get asked all the time about improving sleep for babies and young children what i'm doing there in step two is we're establishing a little bit of credibility introducing who we are say telling a bit about ourselves and why people should listen to us so that's the sort of second piece of this framework the third piece is we're going into talking about some more pain points so from difficulties getting babies to sleep to cat napping sleepless nights and unpredictable sleep patterns it's one of the biggest challenges we face as parents the good news is it's totally possible to improve your child's sleep and your own so we've transitioned there from touching on the pain points that people experience into hey i've got a solution for you and next up we're saying i've put together a short online training where i'll walk you through three simple steps to improve your child's sleep today now what i'm doing there is i'm just explaining what the solution is so it's a training this is what you're going to get and i put today in there to imply that it's something that they're not going to have to wait weeks to do they can start doing this today after they watch the training then we're saying best of all your little one will get the quality sleep they need and you might even be able to sleep sneak a little more in as well we're touching on what's important to parents here so i'm just adding a little note at the end there saying hey this is going to help your child which we know is important to this target audience and then at the end we're saying click here to grab your free spot today and giving a url that's i just made that url up i don't own it it's not mine i've got no idea what it is i just put it in there okay just so you know but that call to action is really important you have to tell them what to do next okay so i'm saying click here to do that now this isn't totally random my wife's an occupational therapist um so i'm not just kind of randomly making this up and i'm not an occupational therapist but just letting you know where the example comes from there in case you're wondering now down here we want to put the website url as well so i'm going to copy that and paste that down here next up we've got our headline so you can see if we look at our add preview on the right we've got our primary text is up the top above the image and our headline is going to go below the image now the way you want to write a headline is we want to really catch attention and draw the user in so the headline i'm going to use here is get your child to sleep better in three simple steps so it's very direct and to the point it's the benefit driven so get your child to sleep better and then in three simple steps now down here in the description it goes just below your headline and i like to just put a call to action in here so click to learn how to improve your child's sleep now it doesn't show up in the preview here because this is a mobile preview okay so now we can simply scroll down make sure our website is here we can choose our call to action so you can see the button here says learn more we can change that to things like sign up or anything else i find that for these kind of offers learn more tends to work best or no button at all so for this one i am actually going to go learn more and leave it at that and that's what i recommend you do if you're not sure now down here it's got tracking and it's got website events it says all domains need to be associated with a pixel event apparent ad your pixel event was not associated with any domains now this is part of the ios 14 changes so before we can publish our ad or run our ad there is one important step that we do need to take so what i'm going to do here is i'm going to click on the menu back here for business tools and i'm going to back to my events manager and we're going to set up something called aggregated event measurement again this is part of the ios 14 privacy changes and what we need to do is tell facebook which events are our high priority ones and which are low priority ones if you want to learn more about this i've got a video i'll pop a link now and link in the description on setting up aggregated event measurement but i'm going to show you how to do it here really quickly as well so once we're back here in the event manager you need to go down here and click aggregated event measurement so click on that and click configure web events okay so now we're going to choose our domain and you can see when i click on it it's got highest priority and lowest priority it's got a list of events yours won't have that so you just need to click manage events and click edit so mine's already set up but yours won't be now what we need to do here is prioritize our events from highest to lowest and i like to just do it from the bottom of the funnel up meaning purchase being the final thing that people are going to complete and the most important thing that i want to see inside a facebook ad manager down to the least important or the first things they do so purchase at the top so i choose my pixel from here choose my event name and then i go down and i do the next one so to add a new event you click the green button add event and then you would choose your pixel and then you would add the event so i've chosen purchase and then i've chosen initiate checkout because that's what they do just before purchasing before that they become a lead and then before that view content so do it like that if you can turn value optimization on as well and once you've done that you simply click submit to submit the changes now once you've done that and you can go back to the ad manager and we can continue to set up our ad okay so now if you go back to your ad i'm just showing you here you can choose website events and make sure you select the domain that you verified earlier and where your conversion events are going to occur so this is really important you can see here it says is this the domain where you intend to measure conversions and so it has to be the domain where your lead event is going to be occurring because otherwise as i said it's going to break things when the ios 14 changes roll out they might probably when you're watching this video they're probably already rolled out so it's going to be essential okay so once you've done all of that you've got your first ad set up what i recommend is you go through and you have two or three different ads in each ad set because you really want to test different things with your ads and see which ones work best so we've got our campaign we've got our ad set and then inside that ad set we've got one ad now if i click on that ad and i click this little x to close that i can actually select that ad here in the list click duplicate and duplicate that ad and i recommend you do this and you test something different in terms of the type of creative so with this one i would test a video okay so video one text one and i would change this out so i would go a single image or video delete that one remove all click add media add a video and then add a video ad now one of my favorite ways to create video ads is to use something like animoto.com i'll put a link in the description to that as well it's a free online tool that you can use and i think there's a free and a paid version but you can create really quick easy video ads like slideshows and animated video things with that tool and then use them in your ads so i recommend at least even if you're trying to rush this and get an ad set up quickly test two or three different images at bare minimum so you've got some tests running because if you're relying on one image one piece of copy meaning just one ad if that doesn't work then you're probably going to give up and say well facebook ads don't work when really that ad just might not have resonated with the audience it's really important to test multiple things okay so once you've got all of that done the final step is to click review and publish but before you do what i recommend is go and read the facebook ad policies and make sure you are compliant it's really easy to get tripped up and caught by facebook's ad policies and if you don't adhere to them especially as a new advertiser you'll find yourself getting banned your ad account getting shut down without you even understanding why it's it's not a great way that they deal with things but it's the way facebook works so go and read those policies i'll put a link up here now and i'll put a link to their policies in the descriptions as well but you can also watch my video on how to prevent your ad account getting shut down so again link should pop up above me now or in the description so make sure you check that out as well before you hit publish but now what you want to do is hit publish your ads are going to go into review so the delivery set up here will change to review ignore my setup areas because i'm using this new ad account it'll go into review and then once it's live it will change to approved and your ads will be live okay once you do that you're going to start seeing results popping up and coming in and i'm going to show you how to sort of use this screen to assess those results so let's go back to the campaign level we can do that by clicking on campaigns and then we see our campaign here you can see it's got some metrics here like reach impressions cost per result that's going to be really important but if you want to see any other metrics here you can click on this drop down you can go customize columns and you can choose what else you want to see now i like to go down to conversions and click on that and add the different conversion events so i would choose leads and show the total number of leads show the lead cost i would also show my purchases and the cost per purchase and also the value so i could see i've had three purchases and that generated a thousand dollars in revenue or whatever that might be you can add return on ad spend so click here so that's going to show you you know whether you had a two times return on ad spend meaning you spent a hundred dollars and you got 200 back so it shows you what you're getting back from your facebook ads once you choose what you want to see here then you simply click apply and it's going to add those columns in for you so you can start to look and assess that now once you start getting results you're probably going to start to wonder well how do i know if they're good bad what do i do next and i've got a video on that as well link above link in the description so you can see how to analyze your data and how to make decisions based on the information coming back okay but everything you've done up until now has got you set up with your facebook ad campaign and you're good to go congratulations you're up and running good for you for sticking through to the end of this video it's been a really really long one but hopefully it's been everything you've needed to get up and running with facebook ads and get your first campaign running all i ask as i said is if you've enjoyed it please hit that like button it does help me a ton and drop a comment below and tell me what your business does what are you running ads to tell me a little bit about it i'd love to hear about it in the comments and same if you've got questions let me know and don't forget if you want to hear more from me if you want to just get a little notification from youtube whenever i release a new video make sure you hit subscribe and hit that little bell that will tell you whenever a new video of mine comes out on facebook advertising digital marketing or growing an online business thanks so much for watching i really appreciate your time and i hope this video has helped you with your facebook ads i'll see you soon bye [Music] you