Step 1: Decide What Your Offer Is
To begin, you need to figure out your offer. You want to make your campaign precise,
not generic. If you offer a B2B service like us, it’s best to start with a low-barrier offer.
You don’t want to try to convert a cold lead on a four-figure purchase. You want to just
get them to take a simple first step into your sales funnel.
Ask yourself: What does success look like?
In advertising, success should always be measurable. Once you have your goal, you can turn that into an exact conversion metric. You’ll use that metric to determine your level of success.
In our case, our conversion metric is booking a free 15-minute consultation.
Step 2: Create Landing and a Thank You Page
Next, you need to match your messaging. You’ll need three things before you start
creating ads: a landing page, a graphic, and copy for the ad. Once you have your offer,
you’ll need the copy and creative.
Make sure the landing page call-to-action and branding matches what you put in the ad
graphic. Consistency, as they say, is key.
We created our landing page in Wix. We designed our campaign creative in Crello.
What does a good Facebook ad creative format look like? For a single image: go for
a landscape or square image (1080 x 1080 is what is usually recommended).
For video, go for a 4:5 aspect ratio with a length of 45 seconds or less — and always include closed captioning to make your messaging clear to those who have the sound off.
On images, you must follow the 10% rule for text. Facebook mandates that you can only fill 10% of the ad image with text. If it’s more than that, Facebook will force you to upload a different image. Fortunately, Facebook lets you test graphics in their Text Overlay Tool.
Pro tip: If you need ad creative and copywriting inspiration, keep in mind you can search through millions of ads in the Facebook Ads Library.
Step 3: Create a Facebook Page
Yep, this one should be self-explanatory. Just create a Facebook page for your business within the Facebook dashboard.
Step 4: Add a Payment Method to Your Ad Account
Before you can start running your campaign you need to add a payment method, Facebook accepts various credit and debit cards. To access your ad account click here.
Step 5: Add Your Facebook Pixel to Your Thank You Page
Add your lead Pixel to the Thank You page code. This will tell Facebook that a meeting was successfully booked and allow it to count getting to this page as a successful conversion event. We added our Pixel to the backend of Wix.
Step 6: Create an Event
- Click the hamburger icon in the top left corner of the Ads Manager. Select “Events Manager.”
- Click “Create” to prompt a dropdown menu. Select “Create Custom Conversion.”
- Name the campaign. Click the dropdown menu under “Create Conversion Event.” Click “Lead.” Add your domain name (read: not the landing page) to the “Rules” section. Click “Create” and then “Done.”
Step 7: Create a Facebook Marketing Campaign
- From the Facebook Ads Manager page, click “Create” in the top left corner.
- Click “Select Guided Creation.”
- Select “Conversions.” Then scroll down.
Step 8: Select the Attributes, Job Titles, and Interests of Your Ideal Customers
- On the next screen, name the Ad Set. Make sure “Website” is selected for the type of conversion. Select “Lead” when prompted about Optimization for Ad Delivery.
Scroll down the page to the Audience section. Here’s where you target the characteristics of your ideal audience. Ask yourself;
- What do I know about my most profitable customers?
- What jobs do they hold?
- Which influencers or thought leaders do they follow?
- What topics, industries, or companies might they be interested in?
Select the age range of your ideal clients.
Under “Detailed Targeting” begin typing interests of your ideal customers.
Select the languages you’d like to reach. For us, we only selected English.
Generally, when you’re starting off, you don’t want a huge audience because you can tear through your budget pretty quickly. It’s best to start small and focused to see what works — after, you can expand your reach as you see what converts.
For high-volume websites: In our example, we created a custom audience based on interests and job titles. But the most optimal way is to use “Lookalike Audiences.” For thisthis strategy, you need at least 5,000 monthly visitors to your website. This allows Facebook to use the information it knows about your ideal customers to create an audience that looks like your best customers.
- Select a daily budget for your campaign. Then click “Confirm.”
Step 9: Add the Creative
- Name the Ad. Then select the type of creative you’re using. In our case, we chose “Single Image or Video.”
- Scroll down to the Media section, and click “Add Media.” Upload the graphic you created for this ad.
Now you’ll add the copy. There are three places you can include copy: Primary Text, Headline, and Description.
Quick reminder: The headline is normally the call-to-action. Put your services into the Primary Text. Avoid clunky paragraphs. Go for short, easyto-read sentences that draw your eye down the ad. You can also use emojis in this section. You might also choose to put a link to the landing page at the bottom of the Primary Text, giving readers one more place to click.
On the right-hand side of the screen, you’ll be able to see in real-time what your ads will look like in someone’s Facebook or Instagram newsfeed.
- Now scroll down to the bottom of the page and click “Confirm.”
Step 10: Test and Iterate
Your ad is now live!
If you would like to run a second ad for split testing, click the checkbox beside the campaign you just created.
- Then click the third tab to the right, called “Ads for (1) Campaign.” Beneath the ad, click “Duplicate.”
- Then just click “Duplicate” and use the steps in this chapter to create a second ad in the same campaign.
Budget across ads explained: It’s worth noting that your budget was set at the campaign level. That means if your campaign includes two ads at a $15 daily budget, each ad will receive a $7.50 daily spend limit. By creating a second ad within that campaign, you’re not doubling your budget. You’re distributing it across multiple ads.
And… you’re all set!
If you feel like this is out of your league, or you feel like your ads just aren’t performing… remember to always e-mail us for some free advice. Click here and we’ll answer any queries you may have!
Originally written by Nick Christensen for Sumo.