6: Setting Up Your Facebook Ad

Now, let’s go to our Ad Dashboard… Click the ‘Campaigns’ link.

10--Ad-Dashboard

Here’s we’ll create a new ad for your landing page…

Click the ‘Create Ad’ button.

11--Create-A-New-Ad

Now, choose the type of ad you want to run.

  • If you’re just starting out, choose ‘Send people to your website.’
  • If you’ve already got 25 or more people in a Conversion Pixel, choose ‘Increase conversions on your website.’
  • And, if you’re promoting a blog post, advertorial, or another piece of content; choose ‘Boost your posts.’

For this tutorial, we’re going to pick ‘Send people to your website.’

12--Send-People-To-Your-Website

Now, add in the URL that you want to send your traffic to – your landing page.

Then, choose your conversion pixel from the dropdown list.

Then, hit ‘Continue.’

13--Your-URL

Now, it’s time to create your ad!

You’ll notice, after you hit continue, all of your targeting options unfolded down below…

We’ll go through each of the next sections, one by one.

14--Create-Your-Ad

After you set up the URL of your campaign, next up is adding in demographic information…

This is stuff you already know about your prospect, most likely.  Regardless of the market, usually 30 to 60 year olds are the most actionable though…  They spend the most money online, so pay very special attention to them!

Here’s a walkthrough of this part:

  1. *(Optional) If you have custom audience data, you choose it here.  It’ll start to segment down your available target market.
  2. Pick the locations you service.  If you’re local, stick with cities.  If you’re international, choose countries.  The 5 big ones I openly target are Australia, Canada, New Zealand, United Kingdom and the United States.
  3. Choose the ages of the audience you’re advertising to.  Stay between 30 and 60.
  4. Choose the gender of your audience.
  5. Choose the language of your audience.
  6. If you have more demographic information, such as household income, houses with kids, or anything else that will further segment your audience, add it in here…
  7. Enter your target market’s interests…  Be creative!  Good ones are informercial type products that your customers would be interested in, magazine subscriptions, TV shows, celebrities they’d follow, books they would have liked…  In our example below, Cesar Millan is a world famous dog trainer!
  8. Click the ‘browse’ button and see if there are any additional behaviors that you’d like to target…  Some of the ones we’ll go after are ‘Small Busiiness Owners’ and ‘FB Page admins.’  There is a LOT of third party data in there, like what kind of cars they drive, whether they have Diner’s Club credit cards and a lot more…  Plus, it’s added to quite often!
  9. If you want to only target people connected to one of your pages, or ‘friends of friends,’ make your selection in the ‘connections’ tab…
  10. ** Now, on the right, check out your potential reach!  For starters, we pick a HUGE audience, 1,000,000 plus.  Then, if the add works, we start deconstructing it to scale.

Notes:

* Custom audiences are VERY powerful.  We’ll have a new report for custom audiences as they’re easy to set up, help you target your advertising to the exact ‘type’ of person that you’re going after, and help reduce your ad costs signficantly…

** Other people might tell you to start with a small audience, but we’ve found it’s better to make sure there’s interest and then move back through the segmenting process.  This also helps us start building conversion data early, so we can flip the ads to ‘website conversions’ and let Facebook optimize our campaign for us!

15--Your-Audience

Now, we set up our budget for the campaign.

You don’t need a lot of money.  In fact, some of my best tests are ones I’ll start on $5/day campaigns, and see that it’s either killing it or totally not working!

Here’s some explanation:

  1. Add your starting budget.  $5 or $10 a day is fine to start with.
  2. Choose how you’ll be charged.  ‘Clicks to Website’ is fine to start with.
  3. Pick your pricing option.  Again, I let Facebook optimize my bidding for at least the first few days so I can see how much traffic is, and how far I can push it.
  4. On the right, you’ll see your ‘Estimated Daily Reach’ which is approximately how many people will see your ad, every day.

16--Your-Ad-Budget

The old, standard ad format was one image and that’s it.  Just recently, FB introduced a new type of ad that contains multiple ads, all sliding left.

We haven’t done much testing with the Multi-Image ad, but we’ve seen that it works very well.

For now, upload a ‘single image ad’ for your campaign…

Our baseline ad is a very simple format, with a Flat UI color as a background, an icon faded into the background, and text right in the middle of the ad.

If you’d like to download the Photoshop file of it, click the link below:

Click here to download the Ad Build File [.PSD format]

17--Choose-Your-Ad-Format

Now, upload your image for your ad…

  1. Click either the + or the ‘Upload’ button and a window will pop up on your screen.  Find your image on your computer and upload it…
  2. If you’ve already go an image in your library that’ll work, click ‘Browse Library.’

18--Upload-Your-Image

Here’s the tricky part….  Writing ad copy.

Really, the only way to get good at this is to write a bunch and see what works, and what doesn’t.

To shortcut the process for you a little bit, here’s a few killer tricks:

Start your ad with a question.  It forces a prospects brain to answer and pause a split second on your ad.

If you’re giving away a report or something, tease a part of it out subtly.  In this case, the ad copy says ‘#7 is by far my favorite.’  In order for them to find out what #7 is, they have to download the report!

Now, let’s walk through this:

  1. Pick (or create) a Facebook Page to attach to your ad.
  2. Write a headline, which will appear under the image.
  3. Fill in the ‘text’ box, which will add copy above the image.  Ask your question here!
  4. Choose a call-to-action button like, ‘Download.’
  5. Add a newsfeed link description.  Tell what they’re going to see once they click through, and what they’re expected to do.  In this case, we’re leading off with ‘Enter your email address to download…’
  6. Choose your conversion pixel, if you have one set up.
  7. De-activate Mobile Ads, Partner ads and Right Column ads.  If you want to run them, run them each in a separate campaign.

19--Write-Your-Ad-Copy

The last step is to hit the ‘Place Order’ button and wait for approval of you ad!

Once the powers that be at Facebook approve your ad, it’ll go live and you’ll start getting traffic within a few hours…

Which means, you could start to get leads in as little as 120 or so minutes!

It’s a big day for you!!

You’ve got your first paid traffic campaign up and running…

Some notes:

  • Watch your campaign like a hawk.  Do more of what works, and less of what doesn’t.
  • Don’t be afraid to switch out your ad images.  Sometimes, split testing ad images will drop lead costs by as much as 50%, meaning you can send twice the traffic for the same price!
  • On your landing page, make sure to include both a Privacy Policy page and a Terms of Service page.  This is INCREDIBLY important!

Now, all that’s left is tracking conversions and managing your ad campaign, and I don’t EVER start a new campaign without at least a few versions of a landing page…

If you’ve ever heard of ‘split testing,’ you know what I’m talking about.  Basically, we test the original, control page against a second page with small changes made to it.

Sometimes, those small changes can mean a double-digit bump in conversions!

Split testing helps you extract the absolute best conversion out of your landing page!

Some of the things you should be testing are:

  • Graphics
  • Headlines
  • Content
  • Button colors
  • Ecover graphics

Just make sure not to test too many things at once!  You won’t know what’s working and what’s not.

Click here to go to the next part of the training, Split Testing!

The image below is one page with 4 different headlines…  Notice how Version 1 is the winner?  All that’s changed is 5 words on each page…

21--Track-Conversions

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