Complete Facebook Ads Tutorial by Ben Heath

Overview

• Full guide to creating a Facebook and Instagram ad campaign from scratch.
• Suitable for beginners and those already running ads but seeking improvements.

Creating a Meta Business Account

1. Go to: business.facebook.com/overview
   • Create an Account
   • Must be logged into personal Facebook profile
2. Enter business information (Name, email, etc.)
3. Navigate to Meta Business Suite
   • Central location to manage business assets (Facebook pages, Instagram profiles, etc.)
   • Settings: To add/manage business assets

Adding Business Assets

1. Pages
   • Add asset: Facebook page
   • Options: Create new, claim existing, request to share
2. Ad Accounts
   • Add asset: Ad account
   • Options: Create new, claim existing, request to share
3. Instagram Accounts
   • Add asset: Instagram account
   • Options: Claim existing (no creation option within Business Suite)
4. Other Assets
   • WhatsApp accounts, custom conversions, pixels, catalogs, etc.

Adding People

1. Settings -> Add People
   • Enter email address
   • Select access level (Employee/Admin)
   • Assign business assets

Setting Up Payment Methods

1. Settings -> Billing
   • Add/update payment methods
   • Necessary to run ad campaigns

Using Ads Manager

1. Navigate to Ads Manager
   • Preferred platform over Meta Business Suite for ad creation

Understanding Campaign Structure

• Three Levels:
  • Campaign: Overall objective and budget
  • Ad Set: Targeting and placements
  • Ads: Creative components

Creating a Campaign

1. Campaign Level
   • Buying Type: Auction (recommended)
   • Campaign Objective: Awareness, Traffic, Engagement, Leads, App Promotion, Sales
   • Advanced Settings: A/B testing, Show/Hide options, Budget optimization
   • Budget: Daily (recommended) or lifetime
   • Bid Strategy: Highest volume (recommended for beginners)

Ad Set Level

1. Conversion Location
   • Options include Instant forms, Website, etc.
   • Website: Requires Facebook Pixel for tracking
2. Performance Goal
   • Maximize number of conversions (default)
3. Audience Targeting
   • Custom Audiences: Retargeting, look-alike audiences
   • Locations: Advertise where you sell
   • Age and Gender: Broad recommendations (e.g., 25-55)
   • Detailed Targeting: Interests, demographics, behaviors
   • Placements: Automatic (recommended) or Manual

Ad Level

1. Identity: Select Facebook and Instagram accounts
2. Ad Setup: Choose format (single image recommended for beginners)
3. Ad Creative
   • Image/Video: Optimizing placement and aspect ratios
   • Primary Text: Short, benefit-focused, engaging
   • Headline and Description: Call to action, concise messages
   • Call to Action: E.g., Shop Now
   • URL: Destination link

Additional Tips

• Testing Different Ads: Create duplicates with varying creatives or targeting criteria
• Review and Publish: Ensure everything is correct before making ads live
• Learning Phase: Initial period where Facebook optimizes ad delivery
• Continuous Learning: Stay updated with Facebook ad changes and best practices

Next Steps

• Set Up Facebook Pixel: Essential for tracking and optimizing campaigns
• Explore More Tutorials: Link to various detailed tutorials on Facebook ads management and optimization