5 Days To Facebook Advertising Success – Session 2
Get Your First Ad Up and Running In 10 Minutes
How exciting is it that you can literally reach 200,000 people with an ad with Facebook, and in less than ten minute have targeted buyers for your product. It’s unbelievable.
With Google, you can pay for clicks to be at the top of searches where people are searching maybe 10,000 times a month or even 50,000 times a month. But with Facebook, you can literally target 200,000 people, 400,000 people, or 50 million people in your target audience that may come and buy your product.
It’s unbelievable – and we are doing this right now with multiple campaigns.
But first, you need to set up your first ad campaign.
Before you set up your first ad campaign, you need to set up a Facebook advertising account if you have not done that already. If you haven’t already set up a Facebook ad account, the way you do this is actually just to create your first ad. (But don’t worry you don’t have to run an ad right away)
There’s a couple of different ways to do this; you can either scroll down to the bottom of the page and click on “advertising,” or you can do it inside the admin panel inside your business page. You do need to be logged into your personal account. Then, that will take you up to the ads manager where you can create your first ad.
Or, inside the admin panel of your business Facebook page you can click “build audience” then “create an ad.”
I suggest creating a fake ad just to get your advertising account set up, and then right after you submit the ad for approval, you can just pause it. Don’t delete it because then your account won’t get set up because you won’t have at least one ad to start it with. Just pause it and you’ll be fine. It will set up your entire account.
Also, make sure you have a valid credit card ready. It won’t get charged until you run ads, but you have to put in a valid card to get your account up and running.
In order to create this first ad, Facebook requires you to have a user account. So basically, you are logged in with your personal profile and then you go and you create your first ad. Do not create a fictitious account to run ads. Facebook is very dedicated on banning accounts for anybody that disobeys their terms of service. This is a big deal for Facebook.
Don’t worry with one personal profile or user account, you can manage multiple advertising accounts. I have multiple advertising accounts that my personal profile is linked to, so whenever I want to run a campaign with my business, I just go into my business account and run a campaign; or I can go to another business that added me as an admin to their Facebook advertising account, and make changes and create campaigns within their ad account.
Just because you are logged into your personal account doesn’t mean all the business is directly connected to that account. You just have to have a personal profile to be able to set that up and have your personal profile connected to that advertising account. Inside the “settings” of your ad account you can add your business information, like address, Federal ID number, etc. This is also where you would add any users to your account to have admin access.
When you add a user as an admin to your account they only have access to your advertising campaigns, nothing is linked to your personal account.
Now Facebook does have business accounts if you do not already have a personal account or user account set up. However, if you already have a user account set up, you must use that. If you don’t, then Facebook does offer business accounts. You have to fill out their form and ask for permission. Everyone who asks nicely will get the help they need. Do not ever violate the current terms of service, which requires contacting Facebook, since you may be banned from the site.
Now it’s time to create your first ad.
Design Your Ad
The first thing you will see when you get the ad creation step is to “Design Your Ad. “ We will also cover each step in this very important process in more detail in later chapters.
Before you begin creating your ad you need to choose a “Destination” for your ad to drive traffic to. You can either choose an “external URL”, which can be any website you choose, even a specific landing page tab within Facebook. Or you can choose from one of the dropdown choices, which will be any Facebook business page or Facebook Application in which you are an administrator of.
If you choose an external URL you will want to make sure the landing page you are driving traffic to is designed in an effective way that will continue the sales process from your Facebook ad. Your landing page should be designed to accomplish a set of clear, specific goals.
If your goal is to add the visitor to your email list so you can further build a relationship by providing high value content or information, then the page should be designed to focus on one thing: have that person give you his or her email address in exchange for your offer.
If your goal is to sell a product then your page should give the visitor a clear path to the point where they eventually need to take action and make a transaction.
If you are trying to sell a product immediately just be weary, Facebook is meant to be social and many people are there to be social and to avoid making big decisions like making a purchase. This is why you design your sales process to be harmonious with “Facebook etiquette” in mind. (You don’t walk up to somebody at a party, shake their hand then try sell them a $500 suit do you? No, but some of the biggest deals and biggest sales in the world are made every day because two people originally met at a social gathering, coffee shop or event. And business relationships that began with a social interaction will last much longer than the business relationship where somebody finds a product searching in Google and buys it.
If you are sending traffic to your Facebook page you will also want to have a specific page your visitors will land on where you can strategically move them through the sales process. This is called a custom Facebook landing page (basically a mini website inside of Facebook) and you can have one designed for your page. You do not want your visitors landing on your wall where all the status updates, comments, photos, all the noise is. They will just be overwhelmed and leave the page.
There is one exception to sending traffic to a landing page inside or outside of Facebook, and that is the “Page Post Ad.” This is the type of ad that will show your actual status update as an advertisement, so it is impossible to send traffic to a landing page. This strategy is covered more later, but this type of ad can be very effective in some cases, especially when it is targeting your existing fans or to friends of your fans.
Choosing What To Promote
If you choose a Facebook page to promote then Facebook will give you a choice to either promote your page or a specific post on your page.
*You will see an Ad Preview on the top right of the page
You can narrow your target audience by location, demographics, interests, and connections on Facebook. You should get in here and play around with multiple combinations of targeting to get a feel for the level of audience you can target with different ads. This is where that preliminary research you have done using the tools described in chapter 4 will be come in handy.
You can target individual countries or groups of countries all the way down to individual suburbs.
Advanced Targeting Options
Advanced Connection Targeting
One of the most powerful aspects of Facebook advertising is targeting “friends of fans” of your Facebook page. In order for this option to be available you must first have a Facebook page as the destination. At the time of this writing the ad shown below is set with a Facebook page with a little under 4800 fans.
A page with 4900 fans has the ability to reach 2.1 million people who are friends of the fans of that page! That is a big number. In later chapters I will go into more detail on the power and the psychology behind ads targeting friends of fans.
Currently Facebook is asking for an “objective” from you. If your objective is to get more “likes” then they will give you the CPM bidding option. If your objective is to get “clicks” then they will give you the CPC bidding option.
Pricing and Scheduling
I would normally advise you to start your ad by using the CPC method, then if you have a very high click through rate you can test the same ad using the CPM method and see if you can get a lower cost per click.
If you want to get your ads up and running and having the best visibility, which will also give you a higher click through rate (which lowers your cost per click) I would advise bidding toward the high end of the suggested bid price. Most people teach to bid right around the low price of the suggested bid range, but in my opinion you should want to try and separate yourself from the pack as much as possible. If you have a decent CTR you will end up paying much less than the lower end price anyway. I go into more detail on this in more advanced trainings.