*GUIDE* run and manage Facebook Ad Campaigns

Am I about to just give away some business secrets?! Absolutely.

I am about to teach a VERY high income skill, social media marketing. This article is particularly useful for marketing directors, social media executives and the unemployed.

I've spoken about why paid ads on Facebook, Instagram, LinkedIn and Google is SO CRUCIAL to a businesses success in 2020. But how do you actually implement it.

Well... First you need a Facebook business manager account. This isn't available through the default Facebook portal. Go and create one HERE! From here you can create, manage and optimize your Ad Campaigns.

--- FOR THOSE WITH A WEBSITE (skip to next section if you don't have one) ---

Please install Facebook Pixel onto your website, or get your webmaster to do so. It's a piece of software that collects data on visitors of your website and will EXTREMELY profitable as you will be able to retarget them with your ads... until they buy??.

---------------------------------------------------------------------------------------------------------------

Campaign Management

Now, this is actually where many Facebook marketers go wrong. They have wayyy too many campaigns and everything just becomes disorganised and leads to a lot issues when measuring performance etc.

You only ever need 2 campaigns, one to split test different ad sets and audiences and the other filled with winning ad sets. This will DRASTICALLY increase the efficiency of your work flow and help when it comes to setting budgets and scaling individual campaigns.

Targeting and Retargeting

This is by far the MOST important factor when it comes to running ads. You don't want to show your ads to people who don't want to buy from you, for example a restaurant in London shouldn't be targeting dog owners in Mexico.

There's two types of targeting, demographic and interest based targeting. For local businesses I recommend only using demographic targeting unless you're in a high populus area like London. And for E-commerce, feel free to target anywhere that you can ship to.

I cannot STRESS the importance of getting this right, test multiple audience sets to find the one with the lowest Cost Per Result and start scaling that.

Retargeting is basically targeting people who are already aware of your brand, product or service. This basically helps you stay on top of mind but also enables you to follow more qualified audiences, retargeting has a MUCH MUCH higher conversion rate. You can use pixel data to retarget visitors of your website for example.

Ad Creative

This bit is literally making the ads itself. Ask yourself "what images, videos and copy should I use?". This bit is way too long to explain as it involves understanding cognitive biases, sales psychology and a host of other factors, there are TONNES of resources to learn from online though.

But here is a VERY basic structure to follow that will get you some basic results (you'll need to build and expand upon this but here is the basic idea).

1. Free value: you NEED to give away something for FREE, a discount, free consultation, free samples etc.
2. Media: images and videos work really well to grab attention. You NEED this if you want to attract eyeballs.
3. Copy: literally another word for text, the copy is really important as it can build interest, capture attention and trigger action.
4. Call to action: this is where you need to write or show something to ask the audience to perform a desired action, whether that be to click a link, fill a form or buy something.

The best kinds of ads nowadays are the ones that blend in and almost look like a post from your friends. Banner blindness has caused us to be fairly immune to ads that are too "adsy" if that even makes sense, essentially, we have adapted our vision to simply ignore traditional advertising.

Scaling

Once you have found a good ad set with the right audience. You need to think about scaling the ads, there are 2 ways to scale.

Vertical: do this first, basically just double down (not literally double) on the performing ad sets by increasing the budget. There will be a ceiling to how much of this you can do, depends on how large the audience is and how much the expected CPR is.

Horizontal: once you max out on vertical it's time to scale horizontally. Change the creatives of your ads, we ALWAYS want to do this before tampering with the audience. What I mean is slowly make small changes to the copy of your ads. Maybe adopting a video ad rather than a picture ad etc.

Are you still reading?

Well, thank you so much for your attention. I think this article is detailed enough, will be covering everything in way more depth but this should give you an overall idea of how to apply it to your business. I hope you take action.

If you have ANY questions at all book in a discover call with me HERE.