Facebook Ads Course Notes

Overview

• Course designed to teach effective Facebook ads campaign setup step by step.
• Focus on beginners, covering basics often skipped by advanced courses.

Setting Up Facebook Ads Campaign

Two Methods to Set Up a Campaign

1. Simple Method (Not Recommended)

   • URL: facebook.com/bus/slads
   • Connect to a personal Facebook account.
   • Easy but not structured for business needs.

2. Business Manager

   • Use Business Manager for a more professional setup.
   • Provides better management options for multiple accounts and vendors.
   • Ensure you have a personal Facebook account to create ads.

Accessing Business Manager

• Log in at business.facebook.com.
• Create a business manager account to manage ads properly.

Setting Up Business Manager

1. Add People

   • Go to the People tab to manage users.

2. Add Facebook Page

   • Necessary for running ads on Facebook.
   • Can add existing pages or create a new one.

3. Add Instagram Accounts

   • Connect Instagram account for cross-platform ads.

4. Create Ad Account

   • Set up a new ad account through Business Manager.
   • Manage multiple ad accounts within the same manager.

5. Billing and Payments

   • Add credit card information for ad payments.
   • Be careful with details to avoid account bans.

Facebook Ads Structure

• Three Key Components:
  1. Campaigns
     • Set overall goal (e.g., sales, leads).
  2. Ad Sets
     • Define target audience and budget.
  3. Ads
     • Actual creatives (images/videos).

Campaign Creation Process

1. Choose Buying Type: Set to auction by default.

2. Set Campaign Objective:

   • Common choices:
     • Sales
     • Leads
     • (Awareness, Traffic, Engagement, etc. for advanced users).

3. Campaign Budget:

   • Recommended to set daily budget at campaign level.
   • Use Advantage Campaign Budget for better optimization.

Ad Set Level Setup

1. Conversion Tracking: Set website conversions for tracking.
2. Audience Control:
   • Set location, age, gender.
   • Optionally, use Advantage Plus Audiences for broader targeting.
3. Ad Placement:
   • Recommended to use Advantage Plus Placement for optimal performance.

Ad Creation

1. Choosing Format: Start with single image or video.

2. Ad Creative:

   • Upload images/videos created on platforms like Canva.
   • Make sure to optimize for different placements.

3. Text Elements:

   • Add primary text, headline, and call to action (CTA).
   • Use AI tools like ChatGPT for generating ad copy.

4. Publish Ad: Review and ensure compliance with Facebook guidelines.

Monitoring and Optimization

1. Key Metrics:
   • Cost per click (CPC), click-through rate (CTR), cost per purchase.
2. Learning Phase:
   • Understand learning phase and provide enough budget for optimization.
3. Ad Performance Review:
   • Look at performance over at least a week to understand effectiveness.
4. Return on Ad Spend (ROAS):
   • Aim for a ratio higher than 2:1.
   • Adjust ads and strategies based on performance data.

Additional Resources

• Links to further courses and learning materials for entrepreneurs and marketers.

Key Takeaways

• Always set up ads through Business Manager, not personal accounts.
• Understand the structure of campaigns, ad sets, and ads.
• Monitor metrics and be patient with results to optimize effectively.