FACEBOOK ADVERTISING 101:

Creating Your First Ad

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SET UP FACEBOOKBUSINESS MANAGER

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FACEBOOK BUSINESS MANAGER

Why do I need this?

• Manage access to Facebook pages and ad accounts

• House multiple ad accounts under one business manager

• Work with agencies

What must I do first?

• Claim your Facebook page (create one if you don’t have one already)

• Claim your advertising account

BUSINESS MANAGER

PAGES PEOPLE AD ACCOUNTS

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SIGN UP FOR FACEBOOK BUSINESS MANAGER

1. Go to business.facebook.com.

2. Click Create Account.

3. Enter a name for your business. Select the primary Page. Enter your name and work email address.

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CREATE YOUR FIRST AD

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HOW FACEBOOK ADS ARE STRUCTURED:

CAMPAIGN

AD SET AD SET

AD AD AD AD

Set campaign objective

Set audience, placement, budget, & schedule

Set format, media, & creative

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CREATE YOUR FIRST AD

• In Ads Manager, navigate to Ads-Create

• Under campaign, click and choose your “Objective”

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SET YOUR OBJECTIVE

Give your campaign a name. We like to use the naming convention: date-objective-offer.

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CREATE YOUR AD SET

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CREATE YOUR FIRST AD

Next, you’ll create your Ad set.

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CREATE YOUR AD SET: TRAFFIC, OFFER

Name your Ad Set

Name your ad set using the naming convention shown

Choose your Traffic

Optional: create an offer

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AUDIENCE: AD SET

Navigate to Audience

Create new or use a saved audience

• Age

• Demographics, languages

• Locations

• Behaviors

Select Custom Audiences

• Customer list

• Website behavior

• Engagement (with page or ad)

• Lookalike

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BUDGET & SCHEDULE: AD SET

Navigate to Budget and Schedule

• Choose a daily or lifetime budget –once set, you can’t change it

• Set a start/end

• Optimization for your end goal

• Link Clicks

• Conversion

• App Install

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BUDGET & SCHEDULE: AD SET

Choose your Bid Amount

• If you’re new: Automatic bidding

• If you’re advanced: Manual bidding

Choose your Delivery Type

• Standard ad delivery –optimal speed at lowest cost

• Accelerated ad delivery –deliver ads as quickly as possible (best for time-sensitive ads with bigger budgets)

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CREATE YOUR FIRST AD

Navigate back to the ad creation screen and scroll down to Ad on the left

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AD, PAGE, FORMAT

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AD, PAGE, FORMAT

Name your ad using the shown naming convention

Choose ad Format

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AD SETTINGS

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AD SETTINGS

Website URLWhere do you want your ad to link to?

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AD SETTINGS

HeadlineCapture attention with a visible headline

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AD SETTINGS

TextMotivate conversions with a compelling value prop.

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AD SETTINGS

Call to Action What action do you want your audience to take?

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AD SETTINGS

News Feed Link Description Tell people why they should visit your business.

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AD SETTINGS

Display link modify your URL, so it is relevant and appealing

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AD SETTINGS

URL Parameters Append URL parameters, so you can measure the effectiveness of your Facebook ad in Google Analytics.

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AD SETTINGS

Pixel TrackingTrack conversions on your website by first installing the Facebook Pixel.

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AUDIENCE TYPES

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HOW BIG SHOULD MY AUDIENCE BE?

Guidelines

• 250,000 – 1,000,000 based on:

• What is your budget?

• What stage in the funnel are you? Awareness, Demand Generation, Acquisition, Transaction

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AUDIENCE TYPES

Navigate to assets > audiences > create audience

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SAVED AUDIENCES

Give your Audience a Name

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SAVED AUDIENCES

Narrow your audience by geography, age, gender, and or language

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SAVED AUDIENCES

Detailed Targeting

• Include or exclude people to narrow down audience

• Demographics – education, income, job

• Interests – specific business interest, likes, etc.

• Behaviors – operating systems they use, email domains, purchase behavior, and more.

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CUSTOM AUDIENCES

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CUSTOM AUDIENCES

Custom audiences enable you to leverage your organization’s data

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CUSTOMER FILE

Upload a file and select identifiers

When to use it

• B2B companies

• If your goal is conversions

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WEBSITE TRAFFIC

Install Facebook pixel Base install to track standard events on your website:

• View content

• Add to cart

• Checkout

• Custom Events

When to use it: Remarketing/conversion ads

*Install Facebook Pixel Helper to check if pixels are working correctly

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ENGAGEMENT

An engagement audience lets you target people who interact with your Facebook content.

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LOOKALIKE AUDIENCES

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LOOKALIKE AUDIENCE

Facebook uses a source audience (a previous used/saved audience or a custom audience) and “looks” for Facebook users with similar traits.