How many times have you heard that Facebook Ads never work? Let me guess, Many times. Could it be because of the 83 Million fake Facebook accounts or you just don’t have the understanding for it.
Like every new blogger and service provider out there, my clients didn’t have thousands of Facebook followers. As a matter of fact, when I first started advertising on Facebook for my clients, they got a thousand page likes but 90% of them were from FAKE accounts.
After almost a year of Advertising on Facebook I finally found a way to make 3000$ worth of customers for my clients by just investing 60$.
I’m going to lay out how you can start with Facebook advertising and most importantly, what I did to leverage it (After the end of each paragraph I’m going to give you what I did differently and how did it impact me and my clients)
Let’s jump into it then.
For this blueprint to work you need to have a Website/Blog for yourself. You can learn how to create a $2500 website in under $65 in this BLOGPOST.
How to set up a Facebook Ads Campaign
Step 1: Goals
Before you start advertising on Facebook or any social media, you should brainstorm on why you’re advertising and what are you aiming to achieve. Do you want to drive sales to your website? Do you want to get new customers? For me it was pretty straight forward, I wanted new customers for my clients.
From mobile app ads to engagement, Facebook has a ton of options.
- Increase traffic to my website from Facebook
- Increase attendance to an event
- Generate new leads
- Increase the reach of your content on Facebook
- Boost engagement for your Facebook Page
Pro tip: Here’s what I did, I selected the first option, to increase traffic to my clients blog. I even tried engagement and that to was very successful.
Step 2: Go to Facebook Ads Manager
All of your ads are going to be here. Type in facebook.com/ads and start creating. This is not complicated at all; I’m going to guide you through the entire process.
Step 3: Choose your objective
This is the part where you decide what your Goals are. When you click on create a Facebook Ad, you’ll be taken to page where you choose the objective your campaign. Here’s what it’s going to look like:
Like I said earlier, Facebook has close to 10 options for marketing. This is the first step for building a successful campaign.
Here’s what falls in this category
- Boost your posts
- Promote your page
- Reach people near your business
- Increase Brand Awareness
- Increase your reach
Pro tip: Always use this objective if you’re trying to get customers, make sales from your website or selling an affiliate product. This is WAY cheaper than the rest of the objectives and it’s more profitable. By using this type of objective I was able to get my CPC (Cost per click) to as low as 0.05$
I started with a post boost. I’ll explain why I did that.
I’ve never really had enough success with this. Firstly, this is highly inaccurate, secondly, it’s EXPENSIVE. When I started Facebook advertising my client was on a budget and I always wanted a good ROI (Return on Investment) for my client.
However, this objective is for marketers who want to find people who are interested in your business or products.
Pro Tip: I tried this twice but this was very expensive for me
Once you select your marketing objective, you’ll be asked to name your campaign.
Step 4: Define your audience and budget
Target your audience
This is extremely crucial for the success of your ads campaign. It’s amazing how you can target the audience on Facebook
- Location: Here you are going to put in the country, state, city, zip code and the radius of your targeting.
- Interests – Facebook has a beautiful AI, it looks at a person’s interests, activity, page likes and so on.
- Behaviors – Purchase behavior of your targeted audience.
There’s also a tab called connections, this is where you decide whether you want to include or exclude people are connected to certain pages, for e.g. yours.
Pro tip: This is where my adverts took a turn for the better. I narrowed down my audience.
For location I selected “People Within the particular city I was targeting”.
Purpose? Let’s say you’re a retailer in Chicago, if you select a 25 Mile radius for your location, you’re also going to be targeting people living in Evanston. Which basically means you’re going to exhaust your budget on people who are not interested in your business or maybe they are but they are just too FAR AWAY.
You want someone who’s closer to your location. It all depends upon your budget, what kind of business are you running, if you’re on a strict budget NEVER CHOOSE THE 25 MILE RADIUS
Setting your budget
Once you are done with selecting your audience, it’s time to choose a budget or in other words how much do you want to spend on your ads.
- Daily: A daily budget is the average money that you will spend in a day
- Lifetime: The maximum budget you want to spend on your adverts
Pro Tip: I always went for the daily budget option. In that way I had more control over how much I wanted to spend in a day. Plus, I’ve also seen some advertisers who start with a low budget. Somehow that lowers the Cost Per Click or Cost Per Engagement. I go by the same rules.
Step 5: Ad Placement
Ads placement is where you want your adverts to be shown either on Facebook or Instagram. Adverts may appear on Facebook’s mobile News Feed, desktop News Feed and right column. You can choose the Facebook default placement option where Facebook decides where you can place an ad. However, I never went for this.
Pro Tip: For my adverts, I selected mobile news feed for Facebook and Instagram feed. Why? Because if you select the default option your ad is going to get thousands of impressions on Facebook with no clicks. This lowers the RELEVANCE (The algorithm of Facebook of how relevant is your ad, this affects the CPC if your relevance is low. The higher the relevance the lower the CPC)
Previously I mentioned how Facebook has 83 million fake accounts, well, I started putting in my adverts on Instagram and BOOM. I got a very low CPC and on top of that I got relevant clicks.
Step 6: Create your ad
It starts now! This is where you design your ad.
NOTE: The design of your ad is going to determine your Click through rate. Keep on reading and I’ll show how this can positively affect your CPC and CTR
In this section you can choose the images of your ad, headline, body text and where your ads will be displayed on Facebook.
2 Ways to create adverts
- Using an existing post
- Creating a new advert
Using an existing post
Few advertisers follow this route. This options include, boosting posts, boosting pages etc. To do this select the existing post option from your existing Facebook Ads manager. From there on, you can select the page from which you can boost your post.
Pro Tip: I never boosted an existing post. This was a pretty clever move; I hid my boosted posts from my competitors so they didn’t know what kind of ad I was running because it didn’t show up on my Facebook business page.
Create a new advert
Facebook offers 5 various formats of adverts
- Single Image: Create up to 6 variations of your ad using 1 image
- Single Video: Create a video and boost it up
- Slideshow: This is similar to a Power point slide show. You can add 10 images to it.
- Canvas: You can add multiple images to a post that expands when someone clicks on it
Pro Tip: I started off with both a single image and Canvas. In my experience if someone clicks on your Canvas you get charged and it may not lead to a conversion/sale because some users only want to see what you have in the post.
Remember, you’re targeting people who need your service and excluding the rest of the audience.
Single image was the best option for me. If someone was interested in my service or product I installed a “Learn More” button on the post and it lead them to my blog.
Pro tip#2: NEVER UNDERESTIMATE THE POWER OF BEFORE AND AFTER. If you want to stand out from the rest of your competitors or the big companies out there, put in before and after images of the product and service.
This is my #1 tip if you want to increase your sales from Facebook. Let’s just say I started a campaign of a “Weight loss program”. Now you have to ask yourself, does the audience know what kind of results they’re looking at? How can they trust you that you will give them results? How can they trust a new company?
That’s where the before and after images come in handy. You can even put customer testimonials, reviews or before and after pictures of your happy clients.
Remember, there are thousands of advertisers on Facebook, make sure you’re different from them.
In my experience Facebook doesn’t accept before and after images, that’s where the “Learn More” button will play its role. Drive the traffic to your blog and put in before and after images over there. This is where your Blog will come in handy. You can learn how to create a blog for yourself HERE
Once you pick your ad format, add content to it (Images or a video). If you want your ad to go viral use images that stand out, images that are bright, images that are enticing.
Facebook recommends the following specs for images and videos:
- Image size 1200 x 628 pixels
- Image ratio 1.91:1
- Overlaid text. To maximize your ad delivery, use little or no text in your images
- MOV of MP4 files
- 720p resolution
- 3 GB max file size
- Widescreen ratio (16:9)
- Facebook: 60 minutes’ max
- Instagram: 60 seconds max
Step 7: Place your order
Your ads are ready. Just click the ‘Place order’ button and give it time. Facebook usually approves ads within 24hours.