In this video, I’ll explain how to set up your Facebook ads for success. We show you how to create your account, explain key terms, how ads work on Facebook, and other elements necessary for advertising success.
1. Account Creation
2. Important Terms
4. Compliance Rules
5. Campaign Structure
Creating ads requires a new Facebook login. To start, go to facebook.com/ads.
Next, click the “Create an Ad” button. (3:07)
Facebook will now ask you to log into your account. If you don’t want to connect your personal account to your ads account, create a new personal account (using a nickname, for instance). Connect that account to your new ad account.
Business Manager and Ad Account
Once you setup your new account, you’ll start to see the term “Business Manager.” Business Manager is a set of organizational tools that act like an umbrella over one or more ad accounts—allowing you to control each one in a single dashboard.
You don’t have to use Business Manager, but I recommend you do. You can create more than one if you’d like to group your ad accounts differently. For example, Lurn Inc. has two, and each includes six-to-seven accounts. We’ll get into greater depth on accounts and management in subsequent videos.
A conversion is a desired action a visitor takes on your web page. If, for instance, a visitor clicks on an ad and then signs up to your email list or make a purchase, these actions are considered conversions.
A Facebook Pixel is code you place on your page that tells Facebook what your page visitors do when they land. Be sure to use this important tool! Don’t worry! Most automated platforms, such as Inbox Blueprint, make this pixel placement as easy as copying and pasting. You can alternately pay someone about $3 to do it for you, too.
Installing the pixel also allows you to target your ads at people who have taken an action. It also allows Facebook to target “look alike” audiences. These are Facebook
users whom Facebook has found to likely be receptive to your ads, based on their prior activity.
Facebook’s advertising costs are based on CPM, which stands for cost per thousand impressions. An impression essentially counts the number of users who viewed your ad. If your ad budget is $30, and the ad gets 3,000 impressions, your CPM is $10 ($30 ÷ 3 = $10 CPM). A good target CPM is $10. Over $20 is too high; under $10 is awesome.
CPC stands for cost per click. When you pay $100 for an ad that was clicked 50 times, your CPC for that ad is $2 ($100 ÷ 50 clicks = $2 CPC). Although Facebook reports your ad’s CPC, your ad cost is based on its CPM.
CTR (cost per click) is the percentage of clicks your ad received per impression. If your ad is shown 10,000 times (impressions) and gets 300 clicks, your CTR is 3% (300 clicks ÷ 10,000 impressions = .03 or 3% CTR).
Facebook scores your ad’s relevance on a scale of 0 to 10, with 10 being the most relevant. Relevance is determined by the amount of engagement (views, likes, shares, comments, clicks) from your viewers. Your ad’s relevance score is one of many factors Facebook uses to determine ad cost; the more relevant your ads, the more they cost.
7) Negative feedback
Negative Feedback is based on the number of times viewers click “Report Ad” or “Hide Ad.” Facebook rates your ad as low, medium, or high on both positive and negative feedback. It’s a good measure of the reception your ad is receiving from viewers.If relevance is low and negative feedback is high, it’s time to stop running that ad.
Engagement refers to the number of likes, comments, shares, and clicks your ad gets. The higher the engagement, the more effective (and affordable) the ad.
When you see the term “Creative” on Facebook, this refers to the image and text of your ad. Creative = the ad itself.
Compliance refers to the ad’s adherence to advertising ethics (as established by the FTC). Basically, your ad shouldn’t make impossible claims, such as “How to make $10,000 in 10 Days” or “How to cure diabetes.” We’ll go into greater detail on compliance in Facebook Academy, but note that your ad will be rejected if compliance staff deem it not credible.
Facebook will also not accept an ad they see as overly hyped or unrealistic. At Lurn Nation, if someone asks whether an ad is compliant, we know it’s not. If you have any doubt, it’s best to write another message that’s based on facts, not promises.
I’ve learned a lot over the years about compliance. One important rule: have a great corporate page as the root home page.
On your sales page, make sure everything looks legitimate. Stick to your product’s facts—not promises.
My sales page, for example, states only the facts. There are no claims. Testimonials are generic, with no specific dollar amounts or numbers. There are disclaimers throughout.
Your campaign structure is the way your ads, ad sets, and campaigns are organized. Facebook uses conversion information about one ad to determine audiences for your next. Structure has a significant influence on your ads’ effectiveness.
How does this work?
Facebook uses conversion results and engagement-level data from one ad set to target your other ad sets in the same campaign. If you break each ad set into a distinct campaign, you won’t see any benefit from Facebook’s collected user data on your next ad set. It’s especially important to keep related ads within the same set and same campaign.
And that’s it for the first Facebook Bootcamp video. Congratulations! We still have a lot to cover, so please sign up for Facebook Academy below. I’ll walk you through even more essential Facebook advertising lessons.