Facebook Ads Tutorial Notes

Introduction

• Objective: Become an expert in Facebook advertising by the end of the tutorial.
• Topics Covered:
  • When to use Facebook ads and when they won't work.
  • Step-by-step guide to set up ads.
  • Reading data in the ad account.
  • Best ad types for Facebook.
  • Avoiding bans on Facebook.
  • Running ads profitably.

Instructor Background

• Launched Facebook ads for Caling Blankets at age 23, generating over $10 million in sales in the first year.
• Spent over $100 million on Facebook ads for own brands.
• Offers a free Shopify course with thousands of members.

Who Should Use Facebook Ads?

• Suitable for:
  • E-commerce businesses
  • Marketing agencies
  • App businesses
  • Lead generation
  • Small businesses targeting local customers.
• Facebook's extensive user base (over 3 billion monthly active users) provides vast advertising opportunities.

How Facebook Advertising Works

• Concept of inputting $1 into a machine to get $2 back.
• Importance of correct settings and creatives for optimal performance.

Setting Up Facebook Ads

Step 1: Business Manager Setup

• Go to business.facebook.com for setting up Business Manager.
• Create a Business Manager account using an established Facebook account (preferably over 6 months old).
• Ensure the account name matches official documents (passport, license, business registration).
• Fill accurate business information to build trust with Facebook.
• Set up Two-Factor Authentication for security.

Step 2: Page Creation

• Add an existing Facebook page or create a new one as needed.
• Connect Instagram account for advertising.
• Warm up new pages with posts before running ads.

Step 3: Creating an Ad Account

• Create separate ad accounts for different businesses, products, or regions for organizational purposes.
• Select correct time zone and currency for the ad account.
• Input payment information (avoid PayPal for lower ban risk).

Step 4: Domain Verification

• Add and verify your domain to signal trust to Facebook.

Step 5: Create Facebook Pixel

• Set up a data set (formerly pixel) for tracking events like purchases and ad interactions.
• Link Shopify store to the ad account for streamlined data sharing.

Setting Up Advertising Campaigns

• Use Ads Manager to create campaigns, ad sets, and ads.
• Campaign objective should focus on conversions (sales) instead of just traffic or engagement.
• Use Advantage Plus Shopping Campaign for simplified targeting.

Campaign and Ad Set Structure

• Create a single campaign for each product or offer initially.
• Set a budget (starting at $20 or 10-30% of the product sale price).

Audience Targeting

• Recommend broad targeting for the initial phase to allow Facebook flexibility in finding customers.
• Exclude previous purchasers for more effective targeting.

Creating Effective Ad Creatives

• Types of Ads:
  • Images, videos, dynamic product ads, carousels, collections.
• Recommended formats include user-generated content and unboxing videos.
• Good ads explain unique selling propositions, educate/entertain, and create urgency.

Finding Inspiration for Ads

• Use platforms like Trend Rocket to find successful ads in your niche.
• Consider using objections from reviews for creating relatable content.

Testing and Budgeting

• Start with 3 to 5 ads, including at least 2 video ads.
• Allow ads to run for at least double the average order value before evaluating performance.
• Introduce new creatives progressively to avoid internal competition.

Monitoring and Optimizing Ads

• Customize tables in Ads Manager to track performance metrics (e.g., purchases, cost per click).
• Define target return on ad spend (ROAS) based on product margins.
• Regularly check performance, turn off underperforming ads, and adjust budgets accordingly.

Daily Routine for Media Buyers

• Analyze previous day's performance.
• Adjust budgets, turn off low-performing ads, and introduce new creatives.

Conclusion

• Success in Facebook advertising requires understanding of settings, creatives, and budget management.

• Continuous optimization and creative experimentation are key to profitability.

• Subscribe to the free e-commerce course for more insights.