Meta and Facebook Ads have changed a lot over the last year there's now plenty of new features that help businesses create profitable ads including new inbuilt AI tools but one thing has remained the same Facebook and Instagram is still the best social media platforms to advertise on and if your business does not use Meta Ads correctly, then the reality is you're missing out on a lot of growth and sales so if we take a look here at the key statistics Facebook and Instagram Ad still has the best ROI or return on investment for businesses it's still the most used social media platform worldwide with 3 billion monthly active users and it's used by 67% of marketers and although creating winning ads has become more and more challenging we're still spending hundreds of thousands on meta ads that we run and for our clients here so it's absolutely still possible to create profitable ads that run automatically to help bring in more sales leads and books Bings so in this full video tutorial I'll guide you through the best way as a beginner to run an optimized Facebook ad and Instagram ad this year by taking advantage of all the newly released features if this sounds good to you drop a like And subscribe it's always appreciated and let's get right into creating effective ads together so the very first step is to create an account and make sure we correctly set up meta ads I mentioned that there's quite a few new tools and changes to the system so it's more important than ever that we correctly set this all up if you already have an ads account set up feel free to skip to the next chapter in the playb bar down below otherwise let's start here at business. face.com so from here you'll want access to both The Meta business suite and also the business manager so what you want to do then is actually use your Facebook account to log in and create an account not just an Instagram account then what you're going to do is Click log in and then I've reached the meta business Suite but what you're going to do if you're creating a brand new account is just simply follow the few steps and then you'll get your account up and running so I'll be using a dummy account here and as an example we'll be selling a pet hair roller so I can guide you guys through this tutorial for those of you looking to use meta ads for lead generation and getting more clients for example don't worry this tutorial also works for you too with some tweaks now the very next thing to do is to create a meta pixel and generate a new data set so to do this click the hamburger icon right here click all tools and then scroll all the way down into event manager once you're in event manager this is where we're going to create a metap pixel and a metap pixel for those of you who are wondering what it is it's basically a data collecting tool that sits on your website to help optimize our ads it's a really important tool to have to be able to build profitable ads I'll show you how this pixel actually works later in this tutorial but the first thing we need to do is to actually create a pixel which is thankfully really easy to do so you can do this by simply going into event manager as we are on here and then clicking this big green plus icon connect data sources click that and then choose web and then click connect if you have any other uh places you want to track like an app or even messaging click those and then click connect so from here we're then going to create a new data set so just recently meta introduced these data sets as the new way to create track and manage events from your ads so without getting too technical basically the new data set feature helps reduce the need to build and maintain multiple API Integrations so instead you have everything in one place so go ahead and name this data set so I'll just add test data uh data set and then click create then go ahead and enter the website that you want connected to this data set uh in this case I will just add in my own website and then click check and then click next from here make sure you click metap pixel and conversions API you want both and then click next and then depending on what website you're using or what platform you're using like Shopify or WordPress go in ahead and click set up with partner integration or set it up manually in this case let's check what partner Integrations that they use so if you use any of these platforms right here basically you're just going to go ahead and click that platform and then follow the simple steps to get it all set up and click C instructions so once you have it all set up this page here is where you're essentially going to see all your Integrations all your events uh in this single spot which is going to be important when we're creating new ads and optimizing those new ads so moving on now let let's use the new useful meta tools that will help us set up successful meta ads so a very common question I got in previous uh annual tutorials is how much money should I spend on ads and what sort of campaigns should I set up well there are two tools that will help answer this question first let's use this Facebook ad cost calculator here it's completely free to use and I'll leave a link to it in the description box below so from here what you're going to do is just input your monthly Revenue goal let's say it's $5,000 a month and then your average product price let's say it's $60 and then your average cost per a th000 Impressions or basically how much you're willing to pay for a th000 people to look at your ad let's just say you know it's $10 and then your click through rate so basically this is on average 3 to 4% so I would just simply plug in 4% to keep it simple and then your cost per click is 25 and your cost per acquisition will be $13 so in this case you have a conversion rate of 1.92% if this is too much to understand at the moment that's totally okay you can just guesstimate and then plug these numbers in because what it's going to do is it's going to give you a rough idea of how many sales you're going to get how many clicks you'll need to gain those sales and then what sort of total budget you need to work with so in this case what I've come up with is roughly $11,000 so let's just stick with that uh number right now uh this is going to change a lot for different people depending on the business that you run but let's stick with $1,000 in this case my recommendation with budget is to just use a small test budget to see if your ad or offer is resonating with your audience and if it is then we can scale up the budget and I'll show you how to do this next the other great tool to help you get started with is meta campaign planner so this updated tool as you can see here helps you predict ad results create and compare different ads and even provides AI suggestions so to use campaign planner just head to ads manager and then go back down and then click campaign planner in the list here and then all you need to do is if you don't have a page connected to your new ads manager you can see here that you can just simply go to business manager and then connect up your page with your business manager and then once you're able to do that you can then click create plan and then it will guide you through a plan and essentially give you a guide as to what sort of campaigns you need to set up this is just a great beginers tool to get you started and is a great Foundation to start with next let's get an idea of what goes into a good ad and the simplest way to do this is by taking a look at your competitors and their ads so meta's updated ad Library report page is an amazing Tool uh for this purpose so head over to facebook.com/ ads SL Library slrep I'll also leave a link down below for convenience and here you'll get insight to all sorts of information like the total number of ads in a region a total amount of spend the top searches and even a spend tracker as you can see here so what you're going to do is just play around you know you can take a look at the top searches from last week or the past week and you can see how much advertisers have essentially spent it's quite an interesting page to use so what I would do if I were you is I would run a simple keyword search and get an idea of competitors in your space so let's say for example you're a real estate agent or business then what I'd do is come into the search bar and type in real estate and then literally change this to all ads in the United States and then click search and here you'll get a complete list of current ads running with the keywords real estate and you can see a lot of different ads all over the place and this is just a great place to Benchmark and see what ads are working in this space typically the older the ad then obviously it's probably working for that business on that individual because they've been running that ad for a significant amount of time so what I would do is filter and go by the date and just look at older ads and see what's working for them but yeah reverse engineer the conversion path and what I mean by that is going into the ad clicking the website and seeing what they're advertising and what sort of like the workflow is like but you don't need to reinvent the wheel at the same time don't copy the ad because that's obviously plagiarism now let's move on to my favorite part of the process creating the ad creative itself so an ad creative could be an image a video an animation for example but it's going to represent your ad and it's most likely what your viewers will see first when they stumble upon your ad so it's the most important part of an ad by far particularly if you're running Instagram ads so a great creative will be the difference between an ad that does nothing but burn your money or an ad that takes your business to the next level so you could create any sort of AD creatives you'd like but my personal recommendation as part of this tutorial is to create a short form video so video is still King and recent studies found on Sprout social say that viewers find short form content content more than 2 and 1 half times more engaging but what's happened in 2024 and Beyond is people are getting bored with ads and AD fatigue is setting in it's actually quite challenging to create fresh ads that work at scale so one of the easiest ways to still create effective ad videos as a beginner is by using a tool called invido and they're currently sponsoring this segment of today's video invido is a web-based video editor with a really intuitive interface and ready-made video ad templates so we can create effective Facebook and Instagram video ads within minutes it's a platform I've used for years now so let's jump in and create an ad together so what we'll do is we'll start in the templates Library here there is over 6,000 customizable templates to choose from and the great thing about it is they're all based on recent Trends and follows social media guidelines to achieve that high conversion rate which is what we want it's just a great way to set up ads and get them up and running really quickly as a beginner so let's edit a video together and for this example let's say we run that pet e-commerce store selling a pet hair roller and I've actually seen these go completely viral on social I'll show you in a second so what I'll do is basically stick with the portrait landscape and then click ads and then click e-commerce because that is the niche that we're in and then from here you can look at specific templates search for them uh if there's Black Friday templates Christmas templates but I'll type in pets here so you can already see there's quite a number of pet templates here that can work really quite well with what I am thinking um but in my case I want to go make it completely customized so I'm going to exit out of these templates actually so after taking a look I'm going to settle on this template here it's really simple but I think it's going to work well with the content that I have so I'm going to click use template so this is the convenient online editor that we're going to use and what you'll do is if you have any content that you've already got of the product that you want to sell that's perfect let's drag and drop that in so I've got these two here and I'm going to drag it in let it upload and then this is where things are going to get really fun and interesting so for those of you who don't have a lot of video content content or don't even have content yet at all there's also a convenient stock video library footage with 8 million assets from premium sources like shutter stock and I stock so you don't actually need to spend lots of time and money filming every single piece of content as a beginner I do recommend using ugc 2 which means user generated content or just filming your own content of your product for a more effective ad and then uploading it into nid so what we're going to do is start pulling in these videos and then we're going to select the part of the video that we want to use so as you can see here this is a really inconvenient way of cleaning pet hair and we're going to show that up front first so to speed things up and save you some time basically I use the in video editor tools here to add and change text add stock footage to support the original videos I've uploaded I've included a logo with a core to action and then automated The Voice over narration which is actually relatively simple to do in a few clicks here is what I've created over the past 10 minutes I just to show you real quick I probably changed the music but as you can see I've added user generated content in here and some quick captions to show the benefits and usage of this tool in a real quick sort of 15-second clip and you can even go in and click voice over here and you can turn the text to speech automatically with all sorts of voices so let's generate a voiceover and that way people also get a voice over generated on top of the captions which is really useful again for ads and this is all done automatically which is great so I also want to quickly show you how we can use stock footage so in this video clip you can see that there isn't a dog in site so what we could do is go in here and type in let's say golden retriever and let's see what sort of stock footage they have here of a golden retriever so you can see there's plenty of golden retriever footage here so let's go ahead and select this one and drag it in and then what we're going to do is just slim it down a little bit right there and click add and then from here we're going to as you can quickly see just enlarge the video clip so it fits the aspect ratio and that way we can quickly use stock footage to add to our ad so as you can see here title of cleaning fur here's an easy way to clean with a fur roller and it's as simple as that really okay so I'm pretty happy with this video so far so we're going to go ahead and Export the video so click export on the top right hand corner and ensure that video quality is at 1080p then click export so it's going to export rather quickly and then you're going to go ahead and download that video invid is actually extending a full 25% off all all the paid plans through the link in the description box below so be sure to sign up through that link to take advantage of the discount and gain access to the full quality exports now that you've created your first ad if you have some spare time what I'd actually recommend is creating a few more video ads for your product or service you want to promote and this way we can test different ad variations and find the best winning ad much faster okay so we're almost there let's finally set this all up on the platform and tweak the right settings so your ad has the best chance of success so to start setting up the ad with the creative that we just created go back into ads manager and then under campaigns click the big create button here leave the buying type to auction and under campaign objective click sales in my case or if you're hoping for leads then click leads then let's make sure that we also name our campaign with a nice naming convention this way we can go back and find out campaigns really easily particularly if you end up having like hundreds of campaigns naming conventions are really important so you can stick to any naming convention that you'd like but a really simple way of uh a naming convention for campaign is just having you know the product name and then the goal of the campaign and then typically I'll like having the date as well just this is just a quick example for you but you can go with whatever naming convention you want often mine changes quite a lot and then ad set and AD we can leave that for now then click continue so the next step you'll see a new feature here which is the Advantage Plus shopping campaign and this is essentially meta's way to automate your entire campaign this could be a good option for total beginners but because you're watching this tutorial we'll want full control to provide better and greater success so we're going to go ahead and click manual sales campaign so we can tweak and manage all the settings ourselves so click continue then from here we're at the campaign level let's go through the options here so special ad categories there is no special ad categories unless you're in one of these buckets like credit employment housing or social issues ETC click make sure that you click these if you're actually going to be talking about one of these topics uh it's a shire way to run into issues if you don't actually click one of these special ad categories but for everyone else we can continue with no category and then moving down here AB split test we'll talk about this in a moment under optimization but leave this off for now and then Advantage campaign budget so this is a new Option and basically for the ogs out there this was CBO so campaign budget optimization what it does is it a automatically manages your campaign budget across adets to try and get you the overall best results it's the way to go for beginners so I would actually switch this on and then with the campaign budget typically I like to have a lifetime budget if we're just testing this new product or this new ad so let's go with lifetime budget and then I will set in let's just say $200 but let's refer back to the calculator that I recommended because I know a lot of people are going to be asking what sort of budget should I set up so go back to that calculator that will talking about here and just use that as a rough guide and then from here budget scheduling uh this is up to you if you're running a lifetime budget you can't actually use the scheduling feature but if you are running a daily budget and it's an ongoing ad then you can actually schedule your ad to appear at certain time periods but that's more an advanced feature only for those who might have already figured out when is the best time for that ad to run but if we're testing I recommend going with lifetime budget and don't bother with scheduling your ad and have it run the entire time basically so then finally click next so now we're in the adset area and this is also a very important area so be sure to follow on carefully the first thing we're going to do is name the adset so there is a new feature here where you can create template and this is just a really easy way to automatically name your adsets without thinking about that name in convention all the time so what you're going to do is just click add component and the campaign fields and go with uh objective and then after that click the field separator I just like having the dash here and the item separator it's totally up to you so click plus again and then choose the adset fields that you want in the title of the adset I typically recommend having interest in there and then also going back into adset field and again going with any saved audience or the adset ID then moving down this is where we're actually going to use the power of the pixel that you've set up under performance goal you can see here that there is a number of goals that you can click and select so this really does depend on what type of business that you run but for the most part you're probably wanting to stick with the maximum number of conversions and then later on probably maximizing the value of your conversions if you run a lead business for example you want more clients well then maximizing the number of landing page views to your landing page or your website is probably the way to go so this is really dependent on the type of business that you run but take a look through these and then select the one that's appropriate to you and then make sure that you've selected the new pixel that you've created and the conversion event in this case uh would be add to cards so basically the plan here with the conversion event is you want as many conversion events in the first 7 days as possible so the chances of having a sale is probably lower than having an add to cart so in this case I'm going to have ad to cart to the conversion event again if you run a different type of business and it's just a book a call uh then you probably want Just landing page views as a uh as a starting point and then later on you know you can change that conversion event as part of the optimization which I'll talk about later in this tutorial then scrolling down attribution I usually don't mess with this if this is just a test campaign particularly if you're a beginner just leave it as is scrolling down now we have a feature called Dynamic creative and this is where meta starts to leverage AI to help you create automatic text and potentially sometimes videos and multimedia to help you add out with different variations so again if you're a beginner I would typically just leave this off but if you're testing new adsets new ads that are already working for you this is a worthwhile feature to turn on and see how it performs for you as a beginner so in this case I'll just leave it on and then under budget scheduling and AD set spending limits this won't matter particularly if you're running a lifetime budget Campaign which we're doing in this case and then under audience controls this is where you're going to set the country or countries to Target and serve your Adu so let's go ahead and change that let's just say I am selling to the United States and by the way you can go very specific here you can literally type in the uh state within a country you can even go into a city and be that specific you can also add exclusions and let's say I don't want to I don't know uh advertise to Germany for whatever reason I can also add that in and exclude Germany and then clicking show more options here just to show you every single tool and option that is at your disposal you can set a minimum age and then you can also exclude custom audiences custom audiences being audiences that you've created yourself through that pixel let's say you've got an email list and you want to add that in as a custom audience and say look I don't want who want to advertise to that audience because let's say they've already bought something from your business you can add it in here and then down here Advantage Plus audience let's go ahead and click audience suggestion and then what we're going to do is go and change this so make sure that you set the age bracket the gender totally up to you and then the detail targeting so this is the beauty of the power of Facebook and Instagram so you can set the exact targeting details that you want and then my suggestion particularly if you're just starting out is to Niche down but also keep it broad at the same time so the easiest way to do this is just use the browse feature click browse and then under here you can look at demographics you can take a look at interests and you can even take a look at behaviors and take a look at what you think would resonate with your business that you're running or the product that you're trying to sell so in this case you know if we take a look uh in under interests well then likely under hobbies and pets this is what we're wanting to go for so since we're selling a fur remover we'll probably want to Target cats dogs and that's probably about it I I mean we can Target other animals but uh as a general test that's already a huge audience group as you can see under audience definition that is already an audience group of about 100 million people uh so that's already huge enough but this is a bit too big so what you can do is Click Define further and then under cats and dogs we can also match other uh behaviors so let's say click browse again and click behaviors down here and let's just take a look at uh you know what they've been doing recently so they could we could Target people that are interested in C and dogs but they might also be using their mobile devices only for example or they're an Instagram business profile admin or you can go down into their purchase behavior and that they're engaged Shoppers so I typically actually like having engaged Shoppers set as an option uh this is based on their behavior online if they've bought something from a store within the past week they will be build as an Engaged Shopper and you can see that this has already brought down the estim estimated audience size to about half so for testing I like having that on in general so that's a great purchase Behavior to have on but the goal here is to have it broad but at the same time Niche it down a little bit more so that way there's higher chance of them converting and actually purchasing your product at least in the get-go in the beginning then under placements Advantage Plus placements is basic basically automatic placements you're giving control over to meta I recommend actually having manual placements because there's a lot of placements that I just don't want my ads to be showing we want complete control over this so I would remove personally Audience Network and have it on Facebook and Instagram only and then from here we can take a look if you see the drop down there is a lot of areas where you can place your ads or you don't want to place your ads so if you're running an organic looking ad where it's just a video clip it looks like user generated content you want to place that on Purely Instagram and Facebook feeds so you know when you're scrolling it looks organic as possible sometimes you can also get away with Instagram stories Facebook Stories as an ad that works pretty well too from what I've seen so I would go through the feeds placements and just tick essentially Instagram feed Facebook feed and tick things uh that aren't relevant to that so video feeds Facebook Marketplace let remove that in Instagram explore typically works well from what I've seen as well Facebook right column I'll tick that off stories and reals will leave that on making sure though that you have video placements that work specifically for stories and reals cuz you know that that format is different obviously and then in stream ads for videos and reals I will remove that and search results I will also remove that so you can get really Advanced here and create specific ads for specific placements that gets a little bit more complicated it's what you should be aiming for later down the track but if you're a beginner these are great placements to start off with anyway okay now we're finally on the final page which is the ad page this is where we're going to create the ad itself so the first thing you going to do is again just add name so just create an ad name here and use the template function again and add those components that you think is going to be relevant for you so in this case let's go with again the adet name and then use the separators and just have uh the ad filled itself and let's just go with the headline for example and let's just click save so that's just a quick example for you and then scrolling down here make sure that your Facebook page and your Instagram account are connected particularly if you're running on both Facebook and Instagram under ad setup let's keep it simple stick with manual upload format stick with single image or video and then under here multi- advertising ads if you're starting out this is actually a pretty decent option to have on basically this means that your ad will run alongside next to other ads it's completely fine uh it seems to work fine in terms of cost and also results and conversions so let's leave that on and here is the ad creative now select that video that we just created in in video and so I'm going to upload that right now so once your creative and video is uploaded you can see here optimize creative for each person I highly recommend turning this new feature on and what this does is it leverages machine learning and AI to create different uh variations of your ad to speak specifically to an audience now we had to do this manually in the past but now it is semi-automated you can see the potential list of automations right here so some of the things it'll automatically do for you is apply some minor image enhancements uh it will also even add related emoji to your text if it finds that it's suitable and it will help you add it's pretty amazing what it can do but basically it's there to try and help and improve your ad automatically because at the end of the day Facebook and meta want you to create successful ads so that way you continue spending on their platform moving down now we have the primary text the headline and the description these are extremely important as well so in order of how important they are the primary text is the blur that is in the main box the headline is the headliner text you'll see underneath the creative and then the link or the display link is what you see right here underneath the creative so what I would do is start with the primary text because that's the most important and just to keep it simple the first sentence is always the most important so this is what we call the hook line you want something to capture the attention of people when they read the first line of the primary text and then you can have the benefits as the second line and finally the offer as the last line so this is extremely important because as you can see underneath benefits already after the second line break you you'll see a c more button so people won't actually see that until they click see more so the hook line is by far the most important when it comes to the headline i' suggest either calling out the offer that you have or the benefit of the service or tool that you're selling so let's just say 10% off so and so and so pet roller and then you have the description underneath that you can just elaborate on the headline from that and then your website URL so make sure that you've included that in and when it comes to the website ensure please ensure that your website is number one built up to scratch and number two is optimized for Speed and you checked out the actual flow of your website so that way you don't have any issues when you're funing funneling so many people over to your website so you do want to make sure that your website is optimized first before you start running ads that is an extremely important point so moving on you can click here and preview your ad itself so I'll click play here and you can see this is a Facebook feed example but if you to click Instagram feed here you can see that immediately there is no display link there is no description or headline it is simply just the primary text and you know that's how it works on Instagram you just have the uh caption so you got to make sure that the caption or the primary text for Instagram is really hard-hitting and Powerful because that's all they'll see outside side of the creative but yeah at the end of the day the creative the video itself is by far the most important as you can see here just just make sure you check all the other placements and that they look right to you uh before you move on then moving down you have the display link that's if you want the link to display slightly differently from the actual URL just for aesthetic purposes and then you've got browser add-ons this is great for those of you who want to generate more lead more calls more bookings these are options for you and then of course you finally have the court action simply just select one that is appropriate to your goal and in this case it would be shop now so click shop now and then scrolling down you finally have tracking just make sure that the metap pixel is active and working as you can see here this one's obviously not working because this is a dummy account but once that's all done click hit publish so now we're finally live with your your first ad from this tutorial you want to now keep an eye on it and optimize the ad during the ad testing phase now this is a whole other video in itself but what I'll do is I'll share three important techniques to get you started so you can optimize your ad correctly so the first thing is split testing split testing also known as AB testing is an optimization strategy that involves testing two elements of an ad against each other to basically deter which one delivers the best results you've probably heard of ab split testing I've mentioned it a lot in previous Facebook ad tutorials uh it is very popular for a reason split testing is super important in identifying the most effective part of the ad from the creative to the audience segments to the title or even the offer so make sure you are setting up multiple ads and split testing different elements of the ad so you know what is working and what isn't met ads is often a science not an art so the more you test and optimize the better the second tip is to utilize audience matching for each ad now audience matching is basically making sure the ad is tailor made for the audience that you are targeting so a simple example is if I duplicate an ad and now I'm targeting let's say France instead of the US that ad now needs to speak to the new French demographic it should be relevant and relatable to the French and I don't mean just changing the language I mean speaking culturally to that audience because that way it speaks directly to them and draws their attention often most people get lazy and just duplicate the ad to new audiences without making any sort of changes or optimization which could result in a total waste of money the third tip that many people make mistakes with is the learning phase of an ad The Meta learning phase is the starting period when the platform collects data to understand how to best deliver your ads to the audience that you've chose to Target so during this phase the learning phase meta shows your ads to a small number of people and then tracks their responses so this learning phase can last from a few hours to a few weeks depending on a lot of factors but the best result is to exit the learning phase as soon as possible to do this my recommendation is to allocate the budget to generate 50 result actions within the first week of the campaign and make sure you do not change the campaign settings like targeting or placements during this period and make sure that it has the time to exit the learning phase as smoothly as possible so if you're interested in going from beginner to Advanced with meta ads I'll drop a link to another mini course down below where you'll learn Advanced optimization techniques to supercharge your ad and if you found today's video tutorial useful and you made it all the way to the end drop a like and comment the code word marketing and I'll give it a like for making it to the end I hope you're able to take your business to the next level by using meta ads and following on this tutorial this year as always thanks for watching and I'll see you in the next video