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Complete Guide on How to Run Facebook Ads

Jul 10, 2024

Complete Guide on How to Run Facebook Ads

Introduction

  • Host: Michelle
  • Purpose: Provide a complete guide to running Facebook ads, including recent updates

What Are Facebook Ads?

  • Sponsored messages on platforms like Facebook and Instagram
  • Types: Instagram feed ads, story ads, etc.
  • Accessible for any business; can be created with a smartphone and flexible budget

Setting Up Your Account

Creating a Meta Business Manager Account

  1. Visit business.facebook.com
  2. Select "Create an account"

Creating a Meta Ad Account

  1. Select "Ads" from the left menu bar
  2. Follow the instructions to create a new ad account

Creating a Meta Pixel

  • Meta Pixel: Tracks interactions between your website and Facebook ads
  • Setup:
    1. Create a tracking code in Meta Business Suite
    2. Add the code to your website
  • Shopify Integration:
    1. Copy the 16-digit pixel ID
    2. Paste it into the meta pixel ID field in Shopify preferences
    3. Website activity will be tracked on Meta Business Suite

Understanding Facebook Ad Structure

  • Three Tiers:
    1. Campaigns: Group of adsets with a common goal (e.g., increase traffic)
    2. Adsets: Group of ads sharing targeting settings (e.g., demographics)
    3. Ads: Actual creatives seen by consumers (images, videos, text)

Setting Up Facebook Campaigns

  • Objective:
    • Choose based on your goal (e.g., sales or leads)
  • Campaign Types:
    1. Manual Build: More control, time-consuming
    2. Advantage Plus Shopping: Machine learning, less control, requires data
  • Naming Conventions:
    • Include objective and audience funnel level (e.g., "Conversion New Product Launch TOFU")
    • One campaign per product range to avoid overlap

Setting Up Facebook Adsets

  • Testing: Use multiple adsets to see what works
  • Naming: Based on audience type (e.g., "Lookalike Audience")
  • Performance Goals: Set clear objectives
  • Targeting:
    • Prospecting: Reach new customers with lookalike or saved audiences
    • Retargeting: Target those who have interacted with your business
  • Placements: Test Advantage Plus placements but be open to manual adjustments

Creating the Ads

  • Creative Process:
    • Marketing Funnel: Awareness, consideration, conversion
    • Upside Down Funnel: Start from the final action and work backward
  • Addressing Objections: Create ads to overcome potential customer objections
  • Examples: Effective ads that solve problems or tell compelling stories
  • Facebook Ads Library: Research competitors’ live ads

Analyzing and Optimizing Ads

  • Important Metrics:
    1. CPC: Cost per click
    2. CTR: Click-through rate
    3. CPM: Cost per 1,000 impressions
    4. ROAS: Return on ad spend
  • Adjustments:
    • If an ad is not performing, identify the issue and optimize accordingly (e.g., change creative, targeting)
  • Tools: Use analytical tools like Motion for deeper insights

Scaling Ads

  • Avoid Audience Fatigue: Refresh creatives regularly
  • Adjust Budgets Gradually: Increase by 20% every few days
  • Monitoring Success: Continuously track metrics and make data-driven decisions

Conclusion

  • Encouragement to bookmark the video for future reference
  • Call to action to subscribe and engage with the content

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