Facebook Ads Basic Training Laura Christianson Instructor BloggingBistro.com/FBads 425.244.4242

What steps need to happen for someone to buy from us? Work sdrawkcaB What steps need to happen for someone to buy from us?

What is the goal for my ad campaign?

Person clicks on Facebook Ad Person consumes content & opts into email list Person sets up appointment with you SALE $$$

What can I offer my target customers?

Traffic Temperature

Facebook Advertising Policies https://www.facebook.com/policies/ads

20% text rule https://www.facebook.com/ads/tools/text_overlay

20% text rule https://www.facebook.com/ads/tools/text_overlay

Ad Tips Get permission for all images you use. Text must be positive. No direct or indirect assertions or implications about a person’s race, ethnic origin, religion, beliefs, age, sexual orientation or practices, gender identity, disability, medical condition (including physical or mental health), financial status, membership in a trade union, criminal record, or name. Ad Tips Get permission for all images you use. Text must be positive. You can’t say: Are you struggling to book speaking engagements? You can say: Are you ready to book more speaking engagements?

No direct or indirect assertions or implications about a person’s race, ethnic origin, religion, beliefs, age, sexual orientation or practices, gender identity, disability, medical condition (including physical or mental health), financial status, membership in a trade union, criminal record, or name. Ad No-Nos “No direct or indirect assertions or implications about a person’s race, ethnic origin, religion, beliefs, age, sexual orientation or practices, gender identity, disability, medical condition (including physical or mental health), financial status, membership in a trade union, criminal record, or name.”

NO YES “Click here for instant access” No direct or indirect assertions or implications about a person’s race, ethnic origin, religion, beliefs, age, sexual orientation or practices, gender identity, disability, medical condition (including physical or mental health), financial status, membership in a trade union, criminal record, or name. NO “Click here for instant access” (…and then require them to enter their name and email) YES “Click here to register for your free download.”

Anatomy of a Single Image ad

The Hook Grab their attention. Tell them what the offer is. Tell them why they need it from you.

Ad Image Size

Recommended Image Size Campaign Objective Recommended Image Size Clicks to Website 1200 x 628 pixels Website Conversions Page Post Engagement 1200 x 900 pixels Page Likes 1200 x 444 pixels App Installs App Engagement Local Awareness Event Responses Offer Claims Video Views 1200 x 675 pixels

Your Facebook Ad Campaign Instructor Laura Christianson BloggingBistro.com/FBads 425.244.4242

Campaign Ad Sets Ads

Step 1: Create Campaign https://www.facebook.com/ads/manage/powereditor/

Step 2: Choose Objective https://www.facebook.com/ads/manage/powereditor/

Step 3: Name Campaign

Step 4 (Ad Set level): Define Audience

Step 5: Choose Custom Audience or Create New

Retargeting

Step 6: Create Retargeting Audience

Step 7: Create Lookalike Audience if desired

Location Targeting

Step 1: Select general location

Step 2: Enter ZIP Code

Age, Gender, Languages

Detailed Targeting

Step 1: Demographics, Interests, or Behaviors

Step 2: Fine-tune

Connections Targeting

Include or Exclude

Targeting Tip When targeting a Custom Audience of your email list, create an Ad Set that excludes people who like your Facebook Page. That way, you target subscribers who have not liked your Page.

Audience size must be >1,000

Save Audience

Targeting Tip Use one target audience per Ad Set. Location targeting + Detailed targeting of one interest group = 1 Ad Set

Budget & Schedule

Choose Daily Budget over Lifetime Budget

Choose Recommended optimization, bid amount, scheduling, & delivery type

Give Ad Set a descriptive name. Let ads run 48-72 hours before making any changes. Ad should reach at least 1,000 users before you make changes.

Create Ad

Step 1: Upload Image(s)

Recommended Image Size Campaign Objective Recommended Image Size Clicks to Website 1200 x 628 pixels Website Conversions Page Post Engagement 1200 x 900 pixels Page Likes 1200 x 444 pixels App Installs App Engagement Local Awareness Event Responses Offer Claims Video Views 1200 x 675 pixels

Ad Tips Get permission for all images you use. Text must be positive. You can’t say: Do you struggle with lower back pain? You can say: Are you ready to get relief from lower back pain?

Step 2: Choose Page & Links

Step 3: Headline, Text, CTA, Link Description, Display Link, Pixel Tracking

Sample ad

Step 4: Choose Placement

Save To Draft & Review Changes

Split Test

https://business.facebook.com/ads/manager/ Track and Test Performance in Ads Manager https://business.facebook.com/ads/manager/

Stats to Monitor “Clicks to Website” objective: Cost per click Click-through rate Number of clicks to your landing page “Website Conversions” objective: Cost per conversion Number of conversions Amount spent

General Guidelines Cost Per Lead (CPL): $8 and under Cost Per Click (CPC), if your objective is Clicks to Website: $1 and under Click Through Rate (CTR): 1%+ Reach: 1,000+ (before making changes to the ad) Frequency: Less than 4 Relevancy Score: 7-10

Conversion Rates Opt-in/Registration Page: 20%+ Email Open Rate: 10-20% Click Through Rate on links in an email: 2-4% Sales Page Conversion Rate: 1-3%

  Successful Facebook ad campaigns are a result of constantly testing variables until you find the right mix.