Facebook Ads Tutorial Notes

Introduction

• Aimed at all skill levels (beginners to intermediates).
• Goal: Become an expert in Facebook advertising.
• Overview of topics covered:
  • When to use Facebook ads
  • Signing up and setting up ads
  • Reading ad account data
  • Best ad types
  • Avoiding bans
  • Running profitable ads

Speaker's Credentials

• Launched own brand at age 23, generating over $10 million in sales first year.
• Spent over $100 million on Facebook ads for various brands.
• Free Shopify course available by commenting "Facebook ads".

Who Should Use Facebook Ads?

• Ideal for a wide range of businesses:
  • E-commerce
  • Marketing agencies
  • App businesses
  • Lead generation
  • Local small businesses
• Facebook demographic:
  • Over 3 billion monthly active users.
  • Subsidiaries: Instagram, WhatsApp.

Benefits of Facebook Advertising

• Ability to test different ad creatives with low budgets.
• Facebook operates as a machine:
  • Objective: Invest $1 to receive $2 back.
  • Success depends on correct settings and creatives.

Setting Up Facebook Ads

Step-by-Step Setup

1. Business Manager:
   • Go to business.facebook.com.
   • Important for control and to avoid bans.
2. Create Business Account:
   • Use an established Facebook account (6+ months).
   • Ensure legal name matches documents.
3. Add Pages:
   • Create or add existing Facebook and Instagram pages.
4. Create Ad Account:
   • Create a separate account for each business/product/region.
   • Set timezone and currency correctly.
5. Add Payment Method:
   • Use credit card; avoid PayPal to reduce risk of bans.
   • Ensure all info is correct.
6. Domain Verification:
   • Add and verify domain in Brand Safety settings.
7. Create Facebook Pixel:
   • Link pixel with Shopify for tracking.

Creating Ad Campaigns

Campaign Structure

• Campaign Level: Objective to achieve (e.g., sales).
• Ad Set Level: Audience targeting and budget settings.
• Ads Level: Actual creatives used in the campaign.

Campaign Settings

• Use conversion sales objective for most campaigns.
• Use Advantage Plus to simplify targeting across all stages.

Targeting Audience

• Broad targeting recommended for large audiences.
• Avoid strict targeting due to privacy updates.

Ad Creative Strategies

Types of Ads

• Images, videos, dynamic product ads, carousels, collections.
• Videos are essential for communicating marketing angles.

Best Practices

• Use user-generated content (UGC) for relatability.
• Craft compelling copy highlighting unique selling propositions.
• Use objection advertising based on customer feedback.

Quantity of Ads

• Aim for 3-5 ads initially (2 videos and at least 2 images).

Monitoring and Adjusting Ads

Performance Analysis

• Customize columns in Ads Manager for relevant metrics.
• Focus on cost per purchase, return on ad spend (ROAS), etc.

Troubleshooting Ads

• Turn off underperforming ads after sufficient spend (at least twice the product's average order value).
• Introduce new creatives to optimize performance.

Daily Maintenance for Facebook Ads

• Check overall performance daily.
• Adjust budgets based on performance.
• Introduce new creatives regularly.

Conclusion

• Emphasize the importance of website and product quality.
• Encourage ongoing learning and use of provided resources.
• Subscribe for additional support and training.