Here’s how you can start creating your first profitable Facebook ads
Before you get started down the road to profitable Facebook ads, it’s great to have a good Facebook ads guide you can refer to as you create your first ads. I’ve tried to make this much better than the guide Facebook have done so hopefully, this will help you to get started.
First, it’s good to get to grips with Facebook’s advertising policies. You can find those here:
There are two ways to create ads, via the Ads Manager or the Power Editor. They are also many third party solutions popping up which have some benefits but for now, we’ll focus on the Facebook Power Editor because it’s the most robust and the sooner you get used to using it the better.
If you haven’t done so already now is a great time to sign up for Facebook Business Manager. All my instructions assume you are using business manager.
Step 1 – Create Ad Account
If you haven’t done so already you’ll need to create your first ad account. To do this from the business manager there’s a green button on the top right-hand side called Add New. From there you can select the Ad Accounts from the drop down.
Step 2 – Open The Power Editor
Navigate to the power editor by clicking on the top left-hand side drop down menu next to the Facebook logo. Make sure you have the correct ad account selected if you have more than one.
Step 3 – Create a Campaign
Now you need to create your campaign by clicking on the button in the top left-hand side of the power editor shown in the image.
Step 4 – Select Your Campaign Objective
Name your campaign and choose your campaign objective based on your goals. This will often be the conversion option for most campaigns even if you’re simply driving traffic to your website blog posts. Although it is worth testing because results can vary.
Step 5 – Name Your Ad Sets & Ads
Name your ad set and ads or choose a pre-existing one if this isn’t the first ad you’re creating.
Step 6 – Select Your Conversion Pixel
Here you need to select your custom conversion. Don’t let this scare you. Facebook uses a pixel you need to place on your own website on every page. From there you can create different conversions based on specific URLs the pixel is placed on.
This is a huge barrier to entry for a lot of people so you need to master it. Here is a great article from Digital Marketer explaining the pixel.
Step 7 – Decide Your Budget
Select your daily budget to something you are comfortable with. If this is your first time running ads try $10 per day to see how you go. Just $5 if your budget is tight. This is nothing to do with your cost per click it is simply how much you are willing to spend a day.
Step 8 – Schedule Your Ads
Decide if you are running a one-off promotion or not. Is this an Xmas campaign with a clear cutoff date? Or is it something potentially evergreen you could run until it stops working? If it’s a clear promotion set an end date. If not, don’t.
Step 9 – Custom Audience
Select a custom audience or exclude one. These are audiences you create using your Facebook pixel. For example for retargeting people who have landed on certain pages or completely isolating ads for cold traffic. This is one of the best tools you can use for profitable Facebook ads.
Step 10 – Basic Location Targeting
Now you need to select where you want to do business. First, think about where you can do business and only select those countries. Try and avoid third world countries because clicks don’t’ tend to convert. If you sell a physical product stick to the country you currently fulfil in.
Step 11 – Demographic Targeting
Refer to the image above. Select your demographics. If you have great data here that’s perfect. If not you can run your ads broad without worrying too much about converting sales and target later ads based on the data you get from the broad targeting. Facebook allows you to run great reports that allow you to drill down and find out which demographics are converting from a broad ad.
Step 12 – Interest Targeting
Interest targeting. If you are targeting by interests then you need to select them here. A great tip is to stick to just one type of interest and create different ads sets for others. For example authors in one ad set, Facebook pages in another etc.
Step 13 – Connection Type Targeting
See image above. Are you targeting Connection Type? This is where you can select to target your page likes and friends of fans. If you running ads to cold traffic only you can also exclude them here.
*Note: Don’t over target one ad. To achieve profitable facebook ads you don’t need to select all these targeting options. For each campaign, you’re going to have different goals in mind. For example, a retargeting campaign where you might use custom audiences and geo-targeting and that’s it!
You might only use Connection type with basic demographic targeting.
Similarly, you might be testing different interest targeting to try and find a winner.
Step 14 – Ad Placement
Placement is where you want your ads to appear. On what platform? Desktop or mobile? Instagram ads, Facebook or messenger?
Although you can run ads on all the different platforms within the same campaign I highly recommend you split them into completely different campaigns and test them individually to give the best chance at profitable Facebook ads.
Step 15 – Bid & Charging Types
This part can be quite tricky. You need to test it to see which works best for you. Generally, I find link click works. This is the cost per click. The conversions are sometimes just way too expensive. You are far better off paying for link clicks and optimising your landing pages for profitable facebook ads.
To further gain some control you should avoid automatic bidding and go with the maximum bid.
Step 16 – Facebook Page Destination
Make sure you have the correct destination page set if you have multiple pages. This is the page you want your ad linked to and collect social signals, page likes etc.
Step 17 – Input Your Ad Creative
Select the style of ad you’re going for and upload your image.
Step 18 – Destination URL
Input the destination URL of where you want your ad to go to after the user clicks.
Step 19 – Input All Your Ad Text
It’s best to have all your content and images already written and designed so you can simply fill this section. The content you’ll need:
- Display URL to mask over the actual URL
- Text above the image
- Image headline
- Newsfeed description below the headline
Here’s an example of the ad so you can compare the input fields with how the ad will look. for best results and help you achieve profitable Facebook ads this is the correct format. A couple of sentences only above the image. An attractive person in the image (or cartoon), strong call to action with some scarcity.
Step 20 – Upload The Campaign To Your Ad Account
Now you are ready to review the changes and push them to your ad account where they will sit for a while until they have been accepted.
This article is just part of a series Called the Ultimate Facebook Marketing Guide