Facebook Ads Tutorial For Beginners: How To Run Your First Campaign

Key Takeaways

hey everyone Tyler here today we're going to talk about growing your online business by using Facebook Ads you know what's incredibly important for growing your business getting in front of the right customers today we're gonna set up your first Facebook ad campaign step by step so stay tuned [Music] so as an online business owner you might be thinking yourself why should you be using Facebook's ad platform well for one it lets you drive traffic from an engaged user base of 2 billion people not only that but if you're just starting out you don't have a massive ad budget it's a great way to drive brand awareness that won't break the bank lastly Facebook's advanced targeting options allow you to get in front of people with interests behaviors and demographics who are most likely to convert the truth is Facebook Ads can be really frustrating if you don't know what you're doing and trust me I've been there I've seen people write off their product or the skill level or even Facebook Ads all together because they're not seeing results but the reality is most of these people just didn't have their campaign set up correctly to stop you from being one of these frustrated people we're gonna go through step by step how to set up Facebook Ads to drive sales the first step is setting up your business manager and it's a really important step to set you up for success the Facebook business manager is the central space we go manage your social content pages and ads it will basically allow you to keep your professional and your personal content separate so let's get started and set up your business manager I'll take you through the entire process creating a business manager is super simple once you have already created your business page simply head over to business dot facebook.com/ and click the big blue button that says create account' a pop-up will appear that asks you to put in your business and account name your name and your business email once you've done that click the blue button that says next then you'll be prompted to add in your business details like country street address city state and business phone number once you're done that the big blue button that says submit now that you're in business manager it's time to set up your ad account go to the drop-down menu and click business settings you'll land on a page that will have a sidebar that will have a section that says add accounts click that then click the blue button that says add then you'll see three different options the first option will say add an Add Account and this is great if you have an ad account already and are looking to move it into business manager ii says request access to an dat account this is great if you're an agency managing and other businesses ads and the third option that we're interested in today says create a new ad account a pop-up will appear that will allow you to put in your account name your time zone and your currency once done that click the blue button that says next once you click Next a pop-up will appear that will ask you who the ad account is going to be used for click the option that says my business and click the blue button that says create then another pop-up will appear that will ask you to add people and set permissions this is where you can add teammates manage campaigns and manage who has access to the ad account awesome job setting up your ad account now - before we can run an ad we need to set up payments so we're gonna go back to business settings and scroll down to the sidebar where it says payments we'll click that then click the blue button that says add payment method there we go we're gonna add in the name on our card our card number the expiration date security code and then we'll click the blue button that says continue congratulations you've officially set up your business manager and we're ready to move on to the next steps the next important step is installing your Facebook pixel now you might be thinking what is a Facebook pixel a Facebook pixel is a tag or a snippet of code that you install on your site that lets you monitor how people are interacting with your website it lets you reengage customers later and it also lets you know how successful your ads are a Facebook pixel allows you to put the right creative in front of the right people setting up a Facebook pixel is really really easy all you need to do is head over to business manager go to the drop down and click events manager as you can see I already have a Facebook pixel installed on my site but I'm gonna show you how to start one up from scratch go to the sidebar and click the green button that says connect a new data source a window will appear with three options web app an offline you're gonna want to click web then click the blue button that says get started you'll be offered two different options server side API and Facebook pixel make sure to click Facebook pixel and click connect then you'll be asked to name your pixel you'll want to name this after your brand I'm just gonna write example Facebook pixel and click the blue button that says continue before moving any further you'll want to make sure that you have copied your Facebook pixel ID so once you've done that click the blue button that says continue setup then a window is gonna appear that's gonna ask you how you want to install your Facebook pixel code one option is manually adding the pixel code the other option which we're going to use today is using a partner integration so click the blue button that says use a partner then a window is gonna appear with a bunch of logos from partner integrations today we're gonna click the one that says Shopify now a window is gonna pop up that is gonna say connect your Shopify account it's gonna walk you through step by step but I'm just gonna show you myself so we're gonna head over to our Shopify at my Shopify dot-com and we'll scroll the sidebar where it says online store click online store and then click the sub heading that says preferences then you'll scroll down to the section where it says Facebook pixel and you'll paste in your Facebook pixel ID then you can head back over to business manager and you'll want to verify that your pixel is working correctly if it's not working correctly the dot will be red when it is working correctly it will be green to get it to turn green and to check it simply head to your website and refresh a page the dot should turn green and it should say when the last event was received running a successful Facebook advertising campaign has two really important parts finding the right people and making the right creative we're gonna start with the first Facebook is a sea of opportunity with tons and tons of users but we're not really interested in billions of unspecified Facebook and Instagram users we're only interested in the users who can become our customers to quote marketer and author dan s Kennedy identify the essential and eliminate the rest advertising audiences fall into two basic categories retargeting and prospecting retargeting is engaged in audiences that have previously interacted with your ads or your website this is what marketers call a warm audience prospecting is going after people who have never heard of you before this is what marketers call a cold audience when beginning with Facebook ads retargeting is a really great place to start but if you have less than a thousand visitors on your site and less than a hundred Facebook followers you're going to want to put some effort into driving those metrics up to make your retargeting really effective so why do I recommend retargeting well retargeting is typically more cost effective than prospecting and if you're a beginner it's typically an easier way to drive profit let me be clear prospecting is a really effective way to drive new sales it's just a bit more complicated and I don't want to overload you with information so I'm gonna take you through customer acquisition strategies in another video that being said don't forget to subscribe to our channel so you can get pinged the moment it drops you'll also learn a lot more amazing ways to grow your online business all right now let's hop over to ad manager and set up our first retargeting campaign you're gonna click audience and you're gonna click create custom audience then as a source you're going to click website a window is gonna pop up now click on where it says website visitors this is a bit of a wide net to cast so we're gonna click on people who have visited specific pages then we're gonna switch the time parameters which Facebook uses as a default 30 to 3 because we know that if someone is landed on our product page we want to get an ad to them as quick as possible we really want to stay top of mind then we're gonna type backslash products which will target anyone who is landed on our product page we're gonna use the naming convention date audience time parameters once that's done we'll click create audience it's that simple then we're gonna repeat this process click create audience click create custom audience we'll scroll down click people who have visited specific web pages but this time the time parameter we're going to use is 14 days that's because we're gonna build it a campaign here that targets people who have visited our product pages at 3 days 14 days and 28 days we'll type back slash products and then we'll name our audience and we'll click create audience then we're gonna do this one more time we'll click create audience click create custom audience and this time we'll change the parameter to say 28 days we'll click people have visited specific web pages and then type back slash products and then we'll name our audience and we'll click create audience so now we've created distinct groupings of people who have visit our product pages in the last three days the last 14 days in the last 28 days this is going to allow us later to target these unique groupings of people with unique ad sets then we're gonna repeat this process for back slash collections allowing us to target people who have landed on our collections page and back slash cart targeting people who have put items in their cart we'll want to repeat this exact same process doing back slash collections for 14 days 3 days and 28 days and we'll do the exact same thing for back slash cart another way that experienced business owners use Facebook Ads is by running loyalty campaigns it is way way easier getting someone to buy from you a second time than the first and that's just because you've already established a level of trust for you Shopify users out there this will require you downloading a CSV file of your customer list and uploading it to Facebook to make this process super easy for you I'm linking an article down below that will take you through this step-by-step a crucial variable for sustained success with Facebook Ads is making eye catching creative your goals in making ad creative are twofold firstly you want to get them to stop and pay attention and the second is you want them to click with an open to buy attitude you don't just want to lure them with clickbait you want them to come to you because they are actually interested in what you're selling facebook offers multiple ad formats from carousels to slideshows to videos images now since we're not all graphic designers we're gonna focus on the one that's easiest to implement despite the fact that all these formats are great ways to drive revenue we're gonna apply the Pareto principle here and focus on the one that will drive the maximum results for the least amount of money and time that's why we're gonna focus on image ads now might sound obvious but when making an image ad you're gonna want to have a crystal-clear focus on the product or service that you're advertising there are also some design best practices that you need to adhere to the first is regarding images keep them square square images take up 78% more real estate and have a 64% higher CTR then for text overlay make sure the text doesn't take up more than 20% of the image now in making image ad creative I really want to help set you up for success so here are some helpful tips to create better ads number one is to use the ADA framework the ADA framework is one of the core principles of modern advertising it's an acronym that stands for attention interest desire action grab your audience's attention and inspire curiosity with a message and a visual that makes them stop in their tracks use strong headlines and bold colors hold their interest by explaining a problem and how it's affecting your audience's life or focus on the positive and explain an opportunity make this feel personal so that they're driven to seek out a solution desire is all about crafting an irresistible offer clearly explain how you can solve their problem or offer a path to improving their life use a strong CTA or call to action that inspires people to move make sure this is straight forward and make acting easy including a sense of urgency around availability or time can make your CTA that much more effective when it comes to creating Facebook ads you don't need to reinvent the wheel there are a ton of successful Facebook advertisers you can draw inspiration from I recommend going to their Facebook page scrolling down to where it says page transparency and then clicking their add library then you'll see all the ads that they have created and posted over time one benefit of this is you can do this for your competitors so you can see what sort of value propositions are they making what problem statements what visuals are they're using and if there are any techniques that you can borrow so I'm going to show you some ads that I think are really great examples of a very well-executed ad creative this ad buy boom by Cindy Joseph is an amazing example check out how they use emojis to really capture your attention it also pairs with the copy on the image that says 24,000 five-star reviews they also use a customer testimonial which is a great way to build trust the image that they use is really big bold and beautiful it captures your eye and they use the square format this ad by hellofresh is also great do you see how they use a CTA right down there that tells you exactly what they want you to do which is order next week third images are also really eye-catching and they make some great use of emojis scrolling down we have another ad buy happy socks this is an amazing ad the image really really captures your eye and it also looks native to Facebook it's also awesome that they stoke a sense of urgency they say you'll get 30% off and free shipping if you go to happy socks calm right now I also love how they've used a SHOP NOW CTA and they changed it from Facebook's default which is learn more this tells you exactly what they want you to do so now that we've taken a look at that inspiring example let's try our own and let's build a product page retargeting ad using canva for a brant let's do it you definitely don't need to be a designer to create a Facebook ad these days all you need to do is go to canva.com click templates and we like to click Instagram post that's because it will give us that big beautiful square format that will take up a lot of real estate on a mobile phone scroll down until you find a template that exudes your brand's image and tone and also is bold and beautiful I chose this one because it has big beautiful imagery and it has really simple copy that draws the ire so all I'm going to do is put in my brand imagery change the fonts so that it represents my brand and I'm also going to change the copy I'll speed up this process just a little bit for you for your brand's copy you're gonna want to write something that really capitalizes on your value proposition for us we create ebooks that empower people to live a plant-based lifestyle I'm gonna change the font colors so that they really pop master your fate is our brand's tagline so I'm gonna put that in there then I'm just gonna slightly adjust how everything is sitting on the page so this is what the ad ended up looking like and one thing that you'll want to do is create two separate ads that test a variable so as you can see I'm using the same copy I'm just using different images I'm gonna create another ad set that does the same thing but this time with different copy and here I'm also seeking to test the images the goal here is to basically reward the winner and cut the loser let the audience decide what is best next you're going to want to create the copy for your ad so you're gonna want to put in a customer testimonial a product benefit statement and a very clear CTA in this case we're telling them to get the e-book at this URL for Facebook ad set two I'm gonna do the exact same thing you see we have a customer testimonial social proof to build trust we have a product benefit statement slightly different than the first one and we are also giving a very clear CTA I like to use Google Docs to my facebook ad copy because it allows me to collaborate with teammates effectively and also allows me to save my ad copy for easy access later making ad creative it's super important to have two different versions of the same ad with a differentiating variable I'll explain why this is so important in the next section now that we have some thumbs stopping and creative ready to go we're ready to run our campaign when you get into Facebook ad manager you'll notice three specific sections first is the campaign this is where you choose your goal and your budget the next is the ad set this is where you choose who you're gonna target and where you're gonna target them and the last is the ad itself this is where you build out the ad that people will actually see alright so now it's time to set up our first Facebook ad campaign together and I couldn't be more excited so we're gonna head over to ad manager will click the campaign tab and we'll click the big green button that says create then we'll be asked to select our marketing objective today we're gonna click conversions then we'll scroll down and we'll name our campaign we're gonna use the naming convention objective our product then will be asked to name our ad set will use the same naming convention that we use before then we're gonna tell Facebook what conversion event we're optimizing for we're gonna use add to cart and this is perfect for beginning stores with less purchases and less data purchase is a great conversion event to optimize for if you have more data and are a larger brand then we'll scroll down to where it says select audience and we'll select one of the custom audiences we've already created in this case it's gonna be retargeting product pages after three days then we'll scroll down and we're gonna add in the demographic info so for a fitness brand we know base off our audience data that mainly people coming to us are between the ages of 18 and 45 we're gonna be optimizing this campaign to target Canadians and Americans and because this is a male focused Fitness brand we're going to switch the demographic info to men then we're going to scroll down placements and will ensure that automatic placements is selected Facebook really knows what they're doing with placements so this is heavily advised then we're gonna scroll down to the budget and schedule and a really common question is how much should I be spending on Facebook ads well if you have an audience that's under five thousand people spend five to ten dollars per day if your audience is between 5,000 and 50,000 people spend twenty to forty dollars per day now that we've set our budget and our schedule we'll click continue and when we brought to a new page and this is where we actually prepare our app so first things first we'll want to name our ad we're gonna use the same naming convention that we did before then we'll scroll down to where it says identity and we'll want to make sure that our Facebook page and our Instagram account are selected once that's done we'll scroll down again and we'll go to the format section and make sure that single image is selected then we'll click Add media add image and we'll click the add creative that we already created in canva you'll always want to make sure that you're using a minimum of two ad creatives but no more than four once it loads we can see what our ad creative is gonna look like in the sixteen placements that Facebook automatically selected for us then we're gonna paste in the copy that we already created in Google Docs into where it says primary text in this case I've also added five star emojis because it pairs perfectly with the customer testimonial and really catches your eye as you can see we have emojis a customer testimonial we have a product benefit statement and a clear CTA we want to double check to make sure that our ad creative looks great in all of the placements then we'll scroll up and click our second ad creative and ensure the same then we're gonna scroll down and by default Facebook selects learn more as the CTA but we're going to click shop now because it's more specific as to the action we want the audience to take once that's done we can scroll down and click the green confirm button and there you go you've created your first ad campaign congratulations here's a protip create a new ad that will trigger on the 14 day mark and another one that will trigger on the 28 day mark if you want to take your retargeting strategy to the next level repeat this process for your homepage and your collection pages as well now things definitely don't end here if after 7 days you're not seeing the results you want it's time to rethink your creative running a Facebook ad is less like building a work of art and more like running an experiment and just like any good scientist we're seeking to break our hypotheses to arrive at the true solution pretty much no one hits a homerun on their first try so if you don't don't get discouraged just get creative and get experimenting got anything in your online business journey that you could use guidance with comment below and we'll make a video happen to set you up for success also don't forget to smash that like button so more entrepreneurs just like you can get empowered by information to grow their business remember we are not just a channel we're a movement of online entrepreneurs with big plans