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Facebook Ads Masterclass Guide 2022

Sep 24, 2024

Facebook Ads Masterclass Step by Step 2022

Introduction

  • Audience: Participants with varying levels of Facebook ad experience.
  • Aim: Transform attendees into Facebook ads experts.
  • Giveaway announced at the end of the video.

Topics Covered

  1. Why advertise on Facebook?
  2. Assets needed to start advertising.
  3. Setting up a Facebook page and business manager.
  4. Creating your first campaign.
  5. Finding your budget.
  6. Evaluating results.
  7. Optimizing campaigns.

Why Advertise on Facebook?

  • User Base: 1.93 billion daily active users.
  • Revenue: $28 billion in total ad revenue annually.
  • Costs: Avg. cost per click ~ $1, CPM ~ $11.54.
  • Personal Experience: Speaker's journey with advertising agency and education company.

Benefits of Advertising on Facebook

  1. Sell More: Direct traffic to website to increase sales.
  2. Generate Leads: Collect customer information.
  3. Content Distribution: Share and maximize reach of content.
  4. App Installs: Drive downloads of apps through ads.

Value Propositions

  • Testing: Validate offers quickly; results in as little as a day.
  • Targeting: Micro-segment and reach ideal customers.
  • Cost-Per-Click (CPC): Pay only when a user clicks; low cost potential.
  • Predictability: Consistent returns on ad spend with effective funnels.

Assets Needed to Start Advertising

  1. Business Manager: Central location for all advertising assets.
  2. Ad Accounts: Up to 5 per business manager for campaign creation.
  3. Pages: Facebook page from which ads will run.
  4. Domain Verification: Required to run ads.
  5. Facebook Pixel: Tracks user actions on the website.
  6. Payment Method: Credit card or bank account needed for ad spend.

Creating a Facebook Page

  • Use real brand information to build trust.
  • Ensure the page has at least 20 posts before running ads.
  • Post consistently (3x a day for first week, then daily).

Setting Up Business Manager

  • Use real business data and a work email.
  • Verify the business for added security.

Creating Ad Accounts

  • Set the time zone and currency properly.
  • Initially limited to one ad account; increases upon first billing.

Connecting Your Page and Setting Payment Method

  • Ensure page is connected to business manager.
  • Use reliable payment methods; avoid PayPal if possible.

Domain Verification

  • Must verify domain ownership due to iOS 14 update.
  • Verification methods: DNS, HTML, and meta tag.

Creating and Installing Facebook Pixel

  • Install pixel on website for tracking conversions and clicks.
  • Utilize website builder integrations for ease of installation.

Campaign Structure: Three Layers

  1. Campaign: Top-level, choose advertising goal (e.g., conversions).
  2. Ad Set: Select targeting, bids, placements, schedule, and budget.
  3. Ad: The creative that appears on Facebook/Instagram.

Creating Campaigns

  • Organize campaigns by offers.
  • Use testing and prospecting campaigns strategically.

Defining Targeting

  • Understand customer demographics and interests.
  • Consider broad targeting for better algorithm performance.

Ad Creatives

  • Focus on high-performing creatives to drive success.
  • Different ad formats include single image, video, carousel, and collections.
  • Key tips for creatives:
    • Grab attention.
    • Encourage clicks through curiosity.
    • Avoid traditional ad appearances.

Writing Ad Copy

  • Avoid making results-oriented claims to prevent account issues.
  • Share product features, tell stories, and use analogies.

Measuring Success with ROAS

  • Metrics: Cost per click, conversion rate, average order value (AOV).
  • Understand how each metric influences ROAS.

Budgeting Strategies

  • Set budget realistically based on product price.
  • Use ad set level budgeting for testing, campaign level for prospecting.

Optimizing Campaigns

  • Evaluate customer journey length.
  • Kill underperforming ad sets quickly to improve overall performance.
  • Regularly analyze ROAS in relation to CPC, conversion rate, and AOV.

Action Steps

  1. Book a call for more information on the program.
  2. Subscribe to the second channel for advanced strategies.
  3. Leave a comment for a chance to win a coaching call.

Conclusion

  • Encouragement for participants to take action and follow steps.
  • Reminder of the upcoming video for further learning.

Full transcript