How to Create a Profitable Facebook Ad: Facebook Ads Manager Tutorial
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How to Create a Profitable Facebook Ad: Facebook Ads Manager Tutorial


– One of the most intimidating things when it comes to creating a profitable Facebook and Instagram ads campaign is actually setting up the campaign inside of Facebook’s Ads Manager. In this video here, I’m
gonna be taking you inside of Facebook’s Ads Manager and show you step-by-step how to actually
set the campaign up. How do you set a campaign up so that you’re setting yourself up for success inside of Ads Manager? There are three different elements of your campaign set-up,
Campaigns, Ad Sets and Ads. Let’s dive in. In Access Ads Manager,
which is where you set your campaigns up, I’m gonna show you two different ways to do that. The first way is from your Facebook page. In the upper right-hand
corner of your Facebook page, you’re gonna see a little Create link. And you can click on the Create link and then the second option down, you want to click on Ad. The other way, if you want to
go directly to Ads Manager, you can go to
business.facebook.com/adsmanger. And from there, you can click
on the Create button as well and what will take you to the exact same screen that we’re looking at here. You’ll notice on the left-hand side here, these are the three elements
of your campaign set-up. It starts with the Campaign level, then there’s the Ad Set level, and then there’s the Ad level. I liken this to Russian dolls, where you have a large doll
then you have a smaller one that fits into that larger one and then the next smaller one fits into that next larger one which fits into the overall one. I liken the Facebook campaign
set-up very similarly. Because the Ads are within the Ad Sets which are within the Campaign. And don’t worry, if you’re like, “What you talking about, Rick?” I’m gonna break this down
for you step-by-step. So at the Campaign level,
you’re choosing the objective, and as you can see on the screen here, Facebook breaks it down into
three different categories. Awareness, Consideration, and Conversion. So these are the different
points of the sales funnel. You need to be clear on what
your goal is for the campaign, what are you out to
accomplish with your ads, why are you running
ads in the first place? For example, I want to run
ads to build my email list so that I can do a sale
of my product next month. So in that case there,
I want to tell Facebook that my objective is conversions. Because what that means is
Facebook will show your ad to the people within your target audience who are most likely to take that action. In this case here, convert. Meaning, click on your ad,
go to your landing page, and actually opt-in or
register or whatever it is. Meaning, the conversion. So let’s just say in this example here we’re gonna choose the
Conversions objective. That’s step number one
of the Campaign level, I’m choosing an objective. But next thing I want to do
is give my campaign a name. So I’m gonna call this Test Social Media
Examiner Lead Generation. There’s no right or wrong, by
the way, on the campaign name. You just wanna name it something so that when you see it inside of Ads Manager you know exactly what this campaign is. So we’re just gonna click on Continue. That’s all you have to
do at the Campaign level. Now we go into the ad set level. This is where you are telling Facebook what you actually want to
optimize the campaign for. This is really the meat and potatoes of your campaign set-up. So the first thing that you want to do at the Ad Set level is
give your ad set a name. In this case here, I want to target fans of Social Media Examiner. So my ad set name I’ll put SME and then I’m gonna say, I want this to run in US and Canada and we’re
gonna do all placements. The next field that’s really critical to our campaign set-up is to
choose the Conversion Event. We want to tell Facebook which conversion we actually want Facebook to
optimize the campaign for. So in our hypothetical example here, we want more opt-ins,
so we wanna send people from our Facebook ad to our opt-in page and then when they get to our opt-in page they give us their name
and their email address and then they land on our thank you page. Well our thank you page
marks the conversion so we want to tell Facebook we want more of those conversions. This is where our custom
conversion comes in and we wanna choose the custom conversion that we have set up previous to this step from the drop-down here. If you don’t know what I’m talking about when it comes to a custom conversion, there’s a link in the
description below the video here to an article that walks
you through step-by-step what a custom conversion is and how to set the custom conversion up. So in this case here, I’m gonna choose my custom conversion
from the drop-down list. The next set that I’m gonna get to is the audience targeting. I’m gonna choose my age range of, let’s just say, 25 plus. I’m gonna do both men and women and I’m gonna choose US and Canada meaning I wanna target people who are in the US and Canada. And then go down to the
Age, Detailed Targeting. This is the stereotypical
targeting that people think of they think of when they think
of Facebook Ads targeting. Meaning, I want to target people who are fans of such and such. And this example here, let’s target fans of Social Media Examiner. I’m gonna type in social media exam and it should come up here. Boom. Interest. There’s my option here, ‘kay? I’m gonna uncheck the expand
detail targeting criteria. What we wanna look at here,
since we’re targeting fans of Social Media Examiner, in
the upper right-hand here, where it says Potential Reach, it says 980,000 people. This is one big mistake
that I see people make, their audience is too small. And I’m getting 980,000 people. Let’s add in, let’s see, Mari Smith. There we go. And now we’re at a million people. I want to try to get our Potential Reach to somewhere between a million and three or four million people. We wanna give as much data to Facebook as possible to work with here. Now, here’s the caveat. If you’re a local business or if you’re in a country
with a smaller population, do the best that you can. You’re not gonna reach a million people. Try to get that potential audience reach as big as possible while still being as targeted as possible for the audience that you want to reach. Now this next section,
as we scroll down here, is the Connections targeting. Connections is basically people who are connected to your Facebook page. If you have at least a
few thousand Facebook fans on your page and they’re targeted, then I would target your Facebook fans within your Facebook campaign set-up. I would put them into
their own ad set though. In this I’m gonna put my page here. I’m targeting Social Media
Examiner, Maris Smith. I don’t want to target my fans because I’m gonna be targeting my fans in another Ad Set that way I’m avoiding the overlap there. As I scroll down here, the next section in the Ad Set level is
the Placements section. The placement section is basically all the different properties
between Facebook and Instagram. So Facebook’s Mobile News Feed. Facebook’s Desktop News Feed. Instagram News Feed, Instagram stories. These are all the placements
that you get to choose. And what I recommend that you choose is, and it says here on
the screen recommended, is to do Automatic Placements. The last section here
in your Ad Set set-up is the Budget & Schedule. The first thing that you want to do where it says Optimization
for Ad Delivery. And it defaults to Conversions. That’s what you want to
choose because, remember, our objective, at the campaign
level, is conversions. So we wanna choose Conversions
and defaults to that. Where it says Cost
Control, I would recommend leaving that blank. So then we get the budget
and scheduling option. And this is where you have
two different options. The Daily Budget and the Lifetime Budget. I recommend choosing
the Daily Budget option. Everybody always wants to know, “Well Rick, how much should I spend “on my ads in order to see results?” And there’s two different answers there, the easy answer is spend
as much as you can afford. I recommend at least 10 dollars a day. If you’re more advanced
and you know roughly what your Cost Per Lead is, Facebook’s algorithm wants to see that you are gonna get
about 50 conversions a week. That is, what? About seven conversions per day? So if you know that your Cost
Per Lead is about five dollars and you need seven conversions per day, then your budget should
be about 35 dollars a day. And it should get you the recommended number of conversions over
the seven day time period. In this example here, I’ll put 20 dollars as my daily budget. The next option here is I can start a start and end date. You need start them as
soon as you’re ready. The best time in my
opinion is start my ads as early as possible in the day. That way I’m giving Facebook’s algorithm the full day to really
start to get me results. On this case here, I’m gonna choose the run my ad set
continuously starting today. And then the next option
here is Conversion window. What I recommend that you do here, is choose the one day click option. Facebook wants to know
how long should it take to take the action that
you want them to take once they land on your landing page. For the final two options here, just leave Ad Scheduling and
Delivery Type as they are and you are now set up
for the Ad Set level. Now I’m gonna click the Continue button and now I go to the third level of our campaign set-up
which is the Ad level. This is where we set up the actual ad that we’re going to run. The first thing you want
to do is name our ad. Let’s just say, “Rick at
White Board Teaching.” I’m gonna call it V1 because I might have a couple different versions. As I scroll down here, the next section is the Identity section. This is basically making sure that you’re connected to both your Facebook page and your Instagram. You would just choose
from the drop-downs here. The next section here, this is where you’re actually creating the ad. And it defaults to the Create Ad section and it defaults to the
Single Image or Video option, which is what we’re
gonna do in this example. So we’re choosing the
Single Image or Video, as we scroll down here, you choose Image. And this is where you have the option to upload images that you’ve created, you can browse the library of images if you already have
uploaded images previously. Or you can choose from the free stock images that Facebook has. In this example here, I’m gonna choose from our library and I’m gonna scroll down and I’m gonna grab an image from our board here, here it is, here’s me teaching at the White Board. Click on Continue and here is the image. Now as we scroll down here,
you can see the preview of our ad start to take shape. Now in the first section here, where it says Primary Text, this is our, what we call our ad copy. This is the copy that
goes above the image. So I’ll just put in test ad copy, just so you can see where
it shows up in our preview, so you can see here it
comes above the image. The next option here is our Headline. The headline is the largest text in our entire ad and
that is very important. I can say, test headline goes here. It will show up in the preview here. The description is copy
right where it says “News Feed Link Description.” This is only going to show up when the ad is running in Facebook Desktop News Feed. I would recommend having
some description here, don’t get carried away with it, you can say, “Test description” here. The next thing I want
to do is choose the URL. We want to tell people where we want to send people to from our ad. I’ll just put in my
website rickmulready.com so this would be opt-in one. When they click on my ad,
they go to my opt-in page to opt-in for my free download. The display link is optional. I can just have rickmulready.com. And you can see here, it goes right above the headline there. And then the Call to
Action, you can see here, I have lots of different calls
to action to choose from. I recommend using the Learn More option. The Languages, don’t need to do anything in that field there. And then the final
section at the very bottom is the Tracking. Just make sure it’s tracking with your pixel that you’ve set up. Now I want to go back up to
two different things here. I chose my image here,
it’s 1080 by 1080 pixels, well you can see this option here where it says, “Select a
placement to customize.” Since I’m running in all placements, as you can see here, I want to make sure that my image is going to look good inside of that specific placement. So what can do there is
select that placement and I can check to see, is
that image gonna look good. And if it doesn’t, I can change the copy, I can crop the image if I need to. So this image looks pretty good here. Facebook did a good job on
resizing that image for me. Other thing that you can do here is you can see all these
different options here. These are previews of what the ad will look like in the
different placements. So for example the Desktop
News Feed, you can see, it’s gonna look a little bit different than say, Desktop Right Column. So here’s the Desktop Right Column image. So we’ve reached the bottom
of our ad set-up here. The next thing we want to do
is we wanna click on Confirm. What’s that gonna do is
that’s gonna is that’s submit it to Facebook for approval. And it will show up under
the Delivery as in review. That means that Facebook is reviewing it, and then once they have approved it, then it will show as active
and boom, there you have it. Step-by-step, exactly how
to set up a high-converting Facebook and Instagram Ads
Campaign inside of Ads Manager. Now if you remember, the
real meat and potatoes of our campaign set-up
was at the Ad Set level and that’s where we set up our targeting which is super important to ensure that we’re attracting our
exact target audience. And along with the targeting,
goes with the audience size. And so I wanna break this down for you which I’m gonna do in the next video. So make sure to click on the video on the screen here where I’m gonna be taking you through Facebook Ads targeting to ensure you’re attracting
your ideal audience for your Facebook and Instagram ads. We’ll see you inside of that video.

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