Step-by-Step Guide to Creating Effective Facebook and Instagram Ad Campaigns

I've spent more than $100 million on Facebook ads over the past 11 years working with more than 2,000 clients in

just about every industry you can think of and in this video I'm going to walk you through the entire process of

creating a Facebook ad campaign and an Instagram ad campaign from scratch if you've never run a Facebook ad before or

if you have but you're not 100% sure that you set up everything correctly this is the exact video that you need

it's going to walk you through every single step and setting you need to get right so before we get into the really

interesting part and start putting the ads together start creating the campaign we first need to put the structure in

place the correct structure in place it is really important uh not the most interesting part but is really important

doesn't take very long I'm going to show you exactly how to do it so the right structure is to First create a meta

business manager account which is sort of like the umbrella thing that holds all the other meta asset don't worry

this will make more sense as we go through so within your meta business manager account you have things like

your ad account your Facebook page your Instagram profile all that sort of stuff now you create a meta business manager

account by coming through to this page here which is business. facebook.com/ overview you do need to be

logged into your Facebook profile to go through and do this by the way so make sure that you are obviously on the

browser that you're using and following along um with this in and then you want to go ahead and click on create an

account now unfortunately I can't go ahead and do this and show you the steps because we already have lot of meta

business manager accounts we work with hundreds of clients at any one time um and we certainly don't need another meta

business manager account so I don't want to go through and and create another one but you just click on create an account

and it's very straightforward very uh easy to go through you just are going to need to provide meta with a little bit

of information about your business just go through and uh provide that and then you'll very quickly come through that

just takes a few seconds one or two minutes at the most and then you will come through and be taken to your meta

business Suite which looks something like this now yours are going to look a bit little bit different because

obviously it's dependent on you know your Facebook page and Instagram profile and things like that but don't don't

worry about that and within metab Business Week there's all sorts of really interesting things you can do so

you can see we've got inbox over here there you can manage comments on your ads uh on both Facebook and Instagram

just like one central location instead of having to find the various um ads and reply or delete comments that you don't

want on there you've got lead Center so if you're generating leads via instant forms again we'll talk about more about

that later on um you can come in and grab that information you can see insights all sorts of great stuff within

meta business Suite but that's not the focus of this video because we're not going to actually create the ad

campaigns from within metab business Suite you can you have some functionality to be able to do that to

be able to create ads you can literally see a create ad button there but it's not the best place to do it I'll get to

that um in a second first we need to finish setting up the structure so what I want you to do is go ahead and click

on settings down here in the uh left hand side now it's from within this settings section that we can add in

those things that I mentioned things like your your Facebook page Instagram um profile all all that sort of stuff so

I'm going to quickly show you how to do the most important things we're not going to cover Absolut everything in

here I'm going to cover the things that you need to do right now to get the structure in place so let's start with

pages so underneath accounts we can go ahead and click on pages again your um setting section is going to look

different cuz like I said we've got hundreds of accounts hundreds of pages in here um don't worry about that the

important thing is just to to follow along with this left hand side stuff and for now come into Pages now what you

want to do you can see this blue button on the top right here is we want to go ahead and click add and this is how you

add a Facebook page into your business manager account so you can do is you can either add an existing Facebook page so

if you already got a Facebook page that's yours you want to go ahead and click on this and then simply grab the

URL or you can even just enter in the um Facebook page name pop that in there um click next and then what will happen is

admins of that Facebook page hopefully that's you will be notified you then just approve the request via that

notification and boom the ownership of that Facebook page is transferred from you into this meta business manager

account well worth doing it might not seem necessary at this point but trust me the more you advertise the more you

realize um that it's really helpful that way you can give other people access you can get issues resolved if you ever get

a page like um restricted or any sort of issues like that within a meta business manager account so much easier to get it

resolved um so yeah so just go ahead and pop that in there and then transfer over there are a few other options I'll

quickly touch on so instead of moving over transferring ownership of an existing page you can just request

access to a page so this is where you don't want to change ownership ship it's owned by another business manager

account usually but you do want to get access to it so for example as an agency where we're running ads for our um

clients we do this all the time because we need access to their Pages um in order to be able to run ads from their

Facebook pages okay um so again you can just click on this enter the same thing and then they will be um an admin of

that page will be able to then approve that request you can also just create a new Facebook page if you don't have one

um already okay so that's that's pages Add accounts is next um if you've run any sort of Facebook or Instagram ad

before you even just boosted a post from within the app for example um you will already have an ad account so if you do

that then you want to go ahead and move your ad account over to business manager account uh much in the same way so you

click on this ad button and you go ahead and say claim an existing ad account this second option here or again you can

request access to an ad account if you're doing this for a client for example or you can just go ahead and

create a new ad account if you have not run any AD before you probably don't have an ad account in which case you

want to go ahead and click on create a new ad account again the process of going through that is fairly

straightforward meth is going to ask some information ask you to add in things like billing information um um

and um then your ad account will be set up and in your business manager which is what we really want so that's Pages

that's ad accounts and then we've also got Instagram accounts like you can see there are other things here but they're

less important Instagram accounts a little bit different you can go ahead and click on um the Plus add um to move

an Instagram account into a business manager account you've got to agree and then you've got to claim Instagram

account where Instagram will um get you to log in and then you're able to go ahead and add it in again I'm not going

to go through the process because we've already got Pages Add accounts and all that but you can see exactly how this

works so those are the most important things the assets to add in here your page your ad account your Instagram

account but you also want one thing I want to touch on here that you can um do that's really valuable as well is people

okay so you can go ahead into this section people up here under users and click invite people and then in this

section here if you get the email address from someone that's associated with their Facebook profile their

Facebook account you enter that in there you um invite them into your business manager they receive a notification they

can accept the request and and then they're in by the way people can be um in multiple business manager accounts

it's not like an exclusive thing so so don't worry about that but this is really useful if you've got multiple

people on your team or you want external people to be work on you know your Instagram your Facebook whatever as an

agency we use that all the time because we need to get our clients assets the pages ad accounts Instagram accounts and

other stuff added into our business manager we then need to be able to assign various people from within our

team to certain accounts and things along those lines and then once you've added someone in here the way you give

them access spe to specific assets is let's say you come into Pages for example you can see here we've got

assign people so you can go ahead and click assign people and then from the list you select you depending on how

many you have you select whoever it is that you want to have access um so I would I can for example select myself

benath I can choose what access to this page that the Ben Heath person within this business manager should have so I

can give full control um or you can go through the various options and decide I want to have ads access or content but

not other stuff and go through you also want to do this with yourself by the way so once you've got your page ad account

Instagram profile added in to your business manager and you want to make sure you add yourself in and then give

yourself access to the various assets um so even if it's just you managing things you still want to go through and do this

process and like I said if you uh want to be able to add in other people we do this as an agency all the time because

we have 40 plus staff members we have somewh like 400 ad accounts um at any one time within our business manager um

so we've got lots of different ad accounts being added to different people to do different work on client accounts

things like that then you can go in and do it um this way okay that's all we need to get set up within um our

business site within the settings section within there now we can go ahead and create the ad campaign the exciting

part right so the best place to do that is within ads manager you get there by clicking on all tools and I've got ads

manager up here in recently used otherwise it's going to be down uh beneath advertise but if you click on

ads manager you'll come through to your ad account overview and we've just gone straight into an example ad account that

I have created for um demonstration purposes and it's much better to create your Facebook and Instagram ads from

within ads managers where you get the most functionality it's the most user friendly even though there are other

options like boosting post or you can do stuff directly within um meta business Suite ads manager is the place to be and

if you're going to go on after this video and watch other videos of mine and see examples of me doing specific things

you'll often see that I'm doing that from within ads manager well actually I'm nearly always doing it from within

ads manager by the way when I talked earlier about grabbing your ad account ID in order to move an ad account into

your business manager or request access to an ad account within your business manager the account ID is right up here

you can see we've got example ad account and then there's the you know the number you just grab that and that's what you

use okay so this is the account overview ads manager The View that people are most familiar with and where you're

going to operate out of most is in campaign so if you go ahead and click on campaigns and you see something like

this and if you've run Facebook and Instagram ads before or you've watched other content on Facebook Instagram

advertising you've probably seen something that looks quite a lot like this so we don't have any campaigns in

here because this is an example ad account I use it for demonstration purposes but yours is probably going to

look something like this maybe you've got some stuff in here if you've already run run campaigns so let's go ahead and

get started with the campaign creation process first thing to understand is that within a campaign there are sort of

three layers and you can see these up here you've got campaigns you've got ad sets and then you've got ads and the

three layers work as in the following ones are within the previous ones if that makes sense so within a campaign

you can have one or multiple adsets and within each ad set you can have one or multiple ads and we're going to go

through each one of these three um in order starting with the campaign so if I go ahead and click on this plus green

create button um and we've got this campaign creation window okay not going to there there's a bunch of things by

the way that I'm not going to talk about not going to cover because as a Facebook and Instagram advertising beginner you

don't want to get bogged down with all the details there's lots of advanced stuff that you can absolutely get to

later on I'm all about let's get a campaign set up that is good that has a realistic chance of delivering fantastic

results for business of getting leads of getting sales but let's try and keep it simple at this stage we can always add

complexity later on so not going to worry about collaborative ads as an example so the first thing I want to

talk about in here is buying type if I click on this little arrow we've got auction or we've got reservation Now the

default is auction and that's what I'd recommend the majority of uh advertisers go with certainly beginners so auction

is exactly what it sounds like it's how the majority of the price face and Instagram advertising is set so you are

competing against all the other advertisers for people's attention for those ad slots for those for those

Impressions right and it the price is set by an auction so how much you pay per thousand Impressions one of the

common metrics used when it comes to to Facebook ads is going to be determined by how many other advertisers are also

trying to reach the people that you're trying to advertise to uh what's the demand there and and that's how how

things typically work reservation on the other hand is where you can book a certain price um over a period of time

and you're not subject to the Natural fluctuations of of what I just described and the market conditions and how many

advertisers are looking to advertise and things like that now that might sound great because you think okay well surely

that way I could guarantee a lower price for an extended time period and that's true but in order to facilitate that

meta may need to put your ads in front of people that aren't as likely to buy your products and services they're not

as good prospects in order for you to guarantee that lower price that you're looking for so whilst reservation might

seem great it's rarely the right way to go and certainly not something I'd recommend uh a lot of beginner

advertisers to use because it can be quite complicated yes you may pay more to put your ads in front of people in

the auction but your ads are almost certainly going to be put in front of people that are much more likely to take

the action you want them to take whether that's purchase become a lead whatever it is okay so just go with auction then

we've got The Campaign objective section now this is one of the single most important settings in any Facebook ad

campaign you really need to make sure that you get this right because it determines how meta optimizes your ad

campaign and that might sound like something fairly trivial it is not at all if you tell mattera that you want a

certain outcome meta is going to optimize your campaign for that outcome and that optimization process is very

very powerful so let's say for example you tell meta that you want to sell products via your website okay meta can

see as you generate sales and they have the the data being generated they can see okay people are more likely to

purchase in the morning as opposed to the afternoon they're more likely to purchase on a Saturday instead of a a

Thursday uh people who are 43 are more likely to purchase than people who are 36 people who are interested in these

two things are more likely to purchase people who live in this postc code are more likely to purchase there's all

these various elements The Meta these data points The Meta can use and they go okay based on our data we can see the

people like this are taking this action therefore we'll put this Advertiser ads in front of people that are very similar

to the people that are already taking this action if you optimize for something that you don't really want

explain more about that in a second then meta will optimize for that but does that mean you're going to get the

outcome does that mean you're going to get leads does that mean you're going to get sales no so let's go through the

options awareness meta is going to put your ads in front of people who are most likely to remember them so businesses

that typically use this are going to be very large companies that aren't necessarily looking to directly generate

a sale from that advertising they're after brand awareness they're after being top of mind they often have large

budgets not something I'd recommend beginners mess with I do have something called an omnipresent content strategy

there's a bit more of advanced strategy you might want to the uses awareness that you might want to experiment with

um later on I'll include a link in the video description to that but as a beginner no it's not what we're going to

touch next we've got traffic now a lot of advertisers particularly beginners use traffic because they think think

okay I'll send a lot of people to my website and with traffic that's what meta will do they will put your ads in

front of people who are most likely to click on your ads and you think great I'll get lots of people to my website

I'll therefore get lots of leads loads of people are going to buy but meta is very good if you select traffic at

finding people that click not necessarily at finding people that are going to take those next steps I know

that sounds strange but trust me it absolutely happens then we've got engagement so this is things like uh

shares comments uh reactions so if you choose this campaign objective meta is going to put you put your ads in front

of people that are most likely to engage and that's going to be a combination of some people engage with ads way more

than others like they are just far more likely to leave a comment far more likely to to share it to leave a

reaction of some sort um and then there's obviously also a subsection of that which are people who are likely to

engage with um ads within your space like within your Niche their interested in your industry engagement can also

refer to things like video views by the way and other engagement on the ad um as well not something I typically recommend

uh beginners use can be used um and there are various strategies that use it but not something I'd recommend you

start with then next we've got leads now leads is one of the two campaign objectives that I would actually

recommend beginner Facebook and Instagram advertisers use the other one is sales I'm going to talk about these

two um together because uh because basically you want to decide as a beginner do I want to use leads or do I

want to use sales now the reason why you want to go with either one of these is because this is what really matters to

your business right this is what makes your campaigns either successful or not either profitable or not it's did we

generate leads that we converted into customers or did we just go ahead and sell stuff um it's nice to have views on

your videos it's nice to have comments it's nice to send a load of people to your website but really this is the

stuff that matters and I know I'm sort of going on and on about this but it's really important I really want to

emphasize um this point here so how do you choose between leads or sales if if those are the only two you should be

going for at this stage basically can people come through and check out and purchase directly so can they click

through your website and make a purchase if you got like a Shopify store for example absolutely they can um in which

case go with sales if not if there's like an intermediary step before someone actually buys then you want to go with

lead so for example for my Facebook and Instagram advertising agency someone's not going to come through and directly

purchase our services we don't have the functionality for that and not people would do that anyway they're going to

want a phone call first so they come through to website they book in a free call therefore we're generating leads

and you can generate leads via your website you can keep people on Facebook and Instagram and generate leads via

instant forms you could send people to Whatsapp or messenger and generate leads um there all sorts of different options

and uh even with sales it's not just strictly coming through to your website making a purchase you can also do um

that through Messenger and things along those lines but those are the two campaign objectives you want to use now

you might be thinking okay for meta to be able to optimize for these leads or for these sales how does meta know

who purchases via my website like how do they know who go through to my website and inquires and becomes a lead well in

order for meta to have that information you need to set up the meta pixel okay very very important this is relatively

straightforward to do um and it basically allows meta to track the actions that people take once they come

through to your website and that's how they can work out people aged 43 are more likely to buy Than People aged 36

because we sent 10 43 year olds and 10 36 year olds and more of the 43 year olds bought and all those tiny little

data points that meta can use to optimize your campaigns and get you the best results possible which is why the

campaign objective is so important so you need to get the metap pixel um installed I've actually created a video

shows exactly how to do that I'll include a link in the video description below you can go through and um go ahead

and get that setup and it goes to all the details depending on what you're looking to use and then just finally app

promotion um is fairly obvious if you're advertising an app either to get in stores or to get people to make sort of

inapp purchases then you can go ahead and use um app promotion instead there are scenarios I want to quickly mention

where you have to use traffic you can't use leads you can't use sales and that's typically when you are running ads to a

destination where you can't actually track whether or not someone purchased so there are some Advent based websites

where you're selling tickets to things where you can't for example install the metapixelatron

sending people to you know third party websites where you where they might purchase your products but not your

website um then you might go ahead and need to use traffic instead of leads or sales but I would strong strongly

recommend you use leads or sales I'm going to go ahead and use leads because the example as I go through this and

process is going to be an ad campaign advertising our Facebook ad Services um I'm use that as an example walking

through the process and we would use leads for that but what I'm about to show you from this point on could

absolutely apply to sales as well right so then we go ahead and click continue now this next point is also really

really important So Meta interestingly here has defaulted to manual they won't always and there's a good chance within

your ad account you will see a default of tailored leads campaign instead so there are tailored campaigns and there

are manual campaigns now most people are going to go with the tailored campaign and met has worded it that way on

purpose to encourage people to do so and it sounds good right tailored sounds better the manual the issue with

tailored campaigns is that basically what it is is reduced functionality so you don't have as many targeting options

you don't have as many options to do various things you have less control as an Advertiser now that is good if you

don't know what you're doing because a lot of advertisers will actually mess things up because they'll use the wrong

settings they will enter in information targeting options that makes Their audience too small like they'll mess

things up um and they'd be better off just going with tailored campaigns and just letting meta work it out for them

but because you're going through this video and you are taking the time to educate yourself and you know what

you're doing I would recommend going with lead with manual campaigns and we typically use uh manual campaigns for

our clients there are times where we will use tailored campaigns and we be very clear it's not something I wouldn't

recommend um on the sales side of things you're advertising an e-commerce business they referred to as Advantage

Plus shopping campaigns currently um it's another type of tailored campaign um and we do use them all the time and

they can be very very effective it's relying on meta's AI and meta's optimization process to automate a lot

of things and work a lot of things out for us advertisers but I do think that for

beginners you're going to get a better understanding of Facebook advertising if you create manual campaigns to start

with and then look to incorporate um ASC Advantage Plus shopping campaigns or tailored lead campaigns later on and I'm

going to walk you through the steps and show you exactly how you can set up a manual campaign the right way so you

don't need to worry about messing things up just wanted to quickly talk about that so I'm definitely going to use a

manual leads campaign to go through um this process so I'm going to go ahead and click continue okay so right at the

top we've got campaign name I would just call this something that allows you to understand what the campaign is for once

you've got a lot of campaigns it's useful when you're reviewing the data to be able to like oh yeah that's my

campaign for that thing and that's my campaign for that thing I'm advertising so for example we could have we could

call this done for you uh Facebook ads cuz this is what the campaign is done for for you Facebook ads um

Services um and we'll just leave it at that for now okay right don't worry about the rules that's not something you

need to worry about this point special ad categories do need to very quickly mention that if your ads are running

within an industry that falls within a special ad category you need to declare it okay so you can see the categories

down here if I just uh click in we can see that the options here are Financial products and services employment housing

social issues or politics if your ads fall within one of those or are related to one of those then go ahead and tick

it you can tick multiple categories um if you're unsure you're like well our ads are kind of financial related like

we're not we're not you know we're not selling loans or credit cards but we are selling something with a finance offer

go ahead and select it it's better to be safe here rather than sorry because if you don't select a special ad category

and your ads are deemed to be within a special ad category that can get whole ad account disabled or at least uh

temporarily uh restricted so better to go ahead and select once you do select a special ad category let's say for

example you're advertising something related to housing that will reduce some of the functionality some of the

targeting options and things like that later on which is not ideal but those are the rules meth is our platform they

make the rules we just sort of have to go along with it um I'm afraid most advertisers though you won't fall within

a special ad category therefore you can just leave that section blank okay so we've already talked about uh the

campaign details in terms of buying type and the campaign objective and we're not going to worry about the extra options

we've got this thing down here called Advantage campaign budget so what that basically allows you to do is that you

know how I said within a campaign you can have multiple adsets well typically you would set the budget at the adset

level so you'd be like I want to spend $100 a day on this adset you know $10 a day on this adset $1,000 a day on this

adset whatever you can have whatever budget you want we'll talk about that um later on um but Advantage campaign

budget C izes that budget at the campaign level and then distributes budget to the various adsets according

to Performance um something that used to be much more important when we used to have campaigns with lots of different

adsets running we rarely do that now we have simpler structures so you can leave that off not a problem at all and then

when it comes to AB testing um not something I'd recommend you worry about as a beginner just before we click on to

the next section I just want to quickly show this option here so you see more options underneath the campaign details

and you can set a campaign spending limit if you would like so you can click edit you can click add a campaign

spending limit I think this is sometimes good for beginners who are a little bit afraid of oh what if something goes

wrong and I accidentally spend you know thousands of dollars that I just don't have like is there anything I can do to

avoid that yes you can just set a campaign spending limit and pop in whatever you're comfortable with just

remember that you've done that and your ads will switch off when you hit that campaign spending limit I've seen some

people not realize why they're ads aren't running um and it's because they've hit their their campaign

spending limit not something I'm going to do when we are running campaigns um for our own stuff or for our clients

like we're around ad accounts all the time so I don't need to worry about that but I just wanted to quickly mention in

case that might put a few people's minds at ease as we go through then we jump to the adset level okay and then likewise

we can give our adset a name um this would typically be so for example if we're advertising our done for you

Services we might have different adsets based on different locations so for example we you know we work with clients

all over the world but we might have an adet that is uh US and Canada based right and we might have a different one

for advertising in the UK we might have different ones you know for for other places um so we might start with that

sort of name and I'll adjust the name as we go through and add in various information basically you want to call

the adset a name based on how you've set up the adset so we'll do it at the end right then we get to this conversion

location section so this is a leads campaign where do we want people to become leads so the default here is

instant forms so that's where you click on an ad and instead of being taken to a website or anything external you are

just presented with a a form and you can create this form um and you can you can let mea know what questions you want to

ask I want to ask for their name their phone number their email address their physical address I want to I want to

pre-qualify these leads so I want to ask other questions like what's their budget or you know what's their time frame or

these are going to vary depending depending on your business right most businesses at this point are still

sending people to their website instead so I'm going to go go ahead and select that option but you can use instant

forms I have videos on how to set up instant form based campaigns and the forms themselves I'll include links in

the video description below um so you can go ahead and check that out but yeah I'm going to go ahead and use website

because that's where we would typically generate leads um and it's fairly self spatry there are other options things

like messenger Instagram WhatsApp uh for most people I would recommend beginners I'd recommend sticking with uh either

website if your website's great and can convert well or just go with instant forms the really easy option uh yes you

absolutely can generate leads via messenger Instagram I know that you know we don't do that as much typically in

countries like the UK us but there are other parts of the world where that's far more common to do a lot more

business via WhatsApp for example so you can select these options um but it can just be a little bit more difficult in

terms of tracking and setting up setting up the campaigns and the tracking capabilities to be able to get that

really important data to be able to know who's becoming an actual client who's actually becoming a lead whereas VI inst

form it's super easy it's all on platform VI your website you just install the pixel and you're good to go

so I'm going to go with website then we get down to this performance goal section so this is the other part that's

incredibly important in relation to campaign objective so once we select our campaign objective as leads we can still

um mess things up if we go ahead and use the wrong performance goal so you can see the default here is maximized number

of conversions absolutely what we want we want as many leads as possible go out and get us that meta use your really

powerful AI to go ahead and get us as many leads as possible um we can't select here maximize value of

conversions but if you are using um a sales campaign in particular it's often quite important to maximize value of

conversions as opposed to number of convergence it might be PR a little bit differently with a sales campaign you

might see maximize Rass return on ad spend instead and what that basically means is that when people come through

to say your e-commerce store and they purchase you know some people are going to purchase $20 worth of stuff some

people are going to purchase $200 worth of stuff if you go with maximized value of conversions or Maxim return on ad

spend what meta is going to do is they're going to value that $200 customer more than the $20 customer so

they're going to spend more of your budget trying to get higher value customers now when we're generating

leads for our done for you Services of course we have differing values of customers but we're only tracking up to

the point where they become a lead not where they then go on to become an eventual customer you can track when

someone becomes a customer but that's quite Advanced and not something I want to worry about I want you to worry about

as a beginner um so at the point at which someone becomes a lead All Leads are worth the same because we just don't

know what they're worth whereas obviously at the point someone purchases you know exactly what they're worth that

data can be fed back to meta and meta can go oh okay yeah when we advertise to people in their 20s they only spend $30

but when we adverti people in their 50s they spend more like $80 let's put more ads to people in their in their 50s we

we'll get um better results okay so if you can go with maximize value conversions maximize return on ad spend

um if not maximize number conversions is fine but what you absolutely can't do please do not do is go with any of these

other goals if you go ahead and select maximized number of Link kicks for example that's going to function just

like a traffic campaign and then you miss out on the optimization that we've talked about that's really important if

you go with maximized daily unique reach or maximize number of Impressions those are going to function similarly to

awareness um campaigns so yeah don't select those don't mess it up maximize number of conversions for this one is

absolutely fine okay then we've got our data sets remember I talked about get the pixel setup so we've got example ad

accounts pixel there's a pixel for this specific ad account and then we go ahead and select the conversion event that we

want people that we want uh meta to optimize for you can see this isn't set up properly we haven't got any active

events because this is just an example um ad account but we would go ahead and select lead it's going to say this

inactive this example ad account it's not actually set up on a website um but you if you once you've got this set up

and you've been through that pixel setup video this will all be set up and you'll be absolutely fine now what this is

saying the matter now is look I want you to get as many conversions as possible I want you to use this pixel it's on my

website and I want you to optimize for the lead conversion event you could obviously have different conversion

events because you might have some ad campaigns that are optimizing for leads other AD campaigns that are optimizing

for webinar registrations if you run a webinar other AD campaigns that are optimizing for email newsletter signups

if you've got an email newsletter other campaigns that are optimizing for direct purchases um that they're optimizing for

salees so lots of different options that's fine you can go ahead and and um select the right conversion event for

this campaign then we've got the cost per result goal not something to worry about for now um I've got videos on that

if you want more information basically don't worry about that don't worry about showing more options do not worry about

Dynamic creative these are more advanced things I don't want to this video is already going to be long already going

to feel complicated to beginners um even though I'm trying to make it as simple as possible so just not something that

we need to worry about for now then we get to budget and schedule so there are two different types of budget option

we've got daily budget and we've got lifetime budget the default is daily budget and that's what i' recommend that

most advertisers use the problem with lifetime budgets is you'll see once I select a lifetime budget you get an

automatic start date and an end date campaigns typically run for a fixed time period and that means that you need to

create new campaigns if you want to continue advertising so if you go with daily budget it you can run a campaign

for as long as it continues to produce results and we've had campaigns that have literally run for clients for years

like four five years at this point yes we're going to change the ads within the campaigns otherwise we'd run into ad

fatigue and all things like that but the campaign itself is going to run and run and run and that's really important

because remember what we talked about in terms of meta AI optimization systems improving your results well having all

that data within one campaign is really beneficial if you use daily budget you can keep running for as long as you like

uh you can adjust budgets you can scale you have the maximum amount of flexibility okay so I'm going to switch

back to daily budget now how much should you spend this is one of the most common questions that I get asked um from

Facebook ads beginners and I think they often want like an answer so meta's just defaulted 20 per day here um the answer

that I give that I think is is is the right one is when you're getting started you want to spend an amount that you can

afford to lose so you you don't want to put yourself or your business in any sort of financial difficulty if the

campaign doesn't work out because you're brand new to this there's a reasonable chance that the ad campaign won't work

hopefully it will when you go through this you've got a much better chance but it might be that your offer is not quite

right you know something about the ad creative didn't quite land and you just need to try again and you know you if

you keep trying again and again like eventually you definitely get there uh but it but in the beginning it might not

work out straight away but you don't want to spend so little that you don't care about it like if your business

turns over $10 million a year and you start an ad campaign with $10 a day it's like you even going to bother to check

it like there needs to be that emotional investment so there's usually a sweet spot where it's like we could afford to

lose this but it might sting a little um so that's what I recommend you go in that's going to massively vary depending

on your business right like if your business turns over $100 million a year like that number is going to be way way

bigger than if you're a solo preneur and you know you're turning over 30 grand a year and it you you know what I mean so

that's going to very massively I'm just going to leave it as the default for now but just just be aware of that um I

wouldn't typically recommend setting a an end date um I would like to think that you're going to once you got this

campaign live you're going to be in your ads manager you're going to be checking on it you're going to be adding in um

ads you're going to be pausing I'll talk about optimization later on you're going to be pausing under performers you're

not just going to sort of set it and forget it if you think you might set an end date just in case but we very rarely

um do okay uh budget scheduling again more of an advanced thing not something that I want you to worry about now then

we get into this targeting section down here which is really really interesting so targeting is now split by default in

a manual campaign into audience controls and Advantage Plus audience now if you've run Facebook ads before but

haven't in a while this is going to look quite different to what you're used to what you're probably used to is this

option here switch to original audience options now I wouldn't recommend you do that but you can do it now the way this

works the reason why targeting is now split into these two sections is that any targeting criteria that we give meta

in this audience control section those are hard boundaries as in don't go beyond what we've told you to Target

here meta Advantage Plus audience on the other hand that section is suggestions so you're saying to meta look the people

that like my stuff that I think are my potential customers they are interested in this but you know what meta if you

found with all your data that there are other people who aren't technically interested in that that might also buy

might also become a leader go ahead have at it advertise and I really like this combo this use of Advantage Plus

audience in a manual campaign because I think it gives you the best of both worlds it gives you the flexibility of

meta's really smart machine learning processes to get you the best results and they can optimize the campaigns and

they have the flexibility to Target lots of different people as as many as is within your Target location uh in most

cases but you also are able to give meta inputs to help speed up that optimization process cuz if they going

to advertise to the whole country particularly with a new ad account well sometimes that's going to be difficult

for me to work it out because there's just so many different options for them to test so you can give some Direction

with the suggestions and be like look this is what we're you know we're advertising this here like these are the

types of people to go after but you have all these um all this flexibility so I I I think it works really well it's the

best of both worlds okay so let's go ahead and click into see more options so actually no before that let's let's

tackle locations so we've got audience control here we've got locations uh it's just default defaulted to the United

Kingdom because that's obviously where I'm based um but we can go ahead and change that like I said this adset might

be for example an adset that we run um in the US and in Canada and we might have a

different ad set for that versus different locations so maybe we want to take the UK out you know different time

zones we different language maybe we'll operate in a different adset okay so we could go ahead and add in add that in

you can of course advertise locally if that's what your business does instead so let's say for example uh you were

based in a town in England called Oxford um I can go ahead and select Oxford delete those out and you can see

here with the map the the default here is Oxford plus 25 mil maybe that's too far maybe you want to reduce that down

to you know oh we're just going to go with 16 miles or you can go ahead and select no actually just the current city

only so these things what you select here is going to be very dependent on your business because if you are a

national or international business you can obviously advertise to the whole country multiple countries that's

absolutely fine if you are a local business you have to make an assessment of okay we're a gym we're a restaurant

how far are people willing to travel to visit us okay we think about this far um or we're a a plumber an electrician how

far am I willing to travel to a customer's property to to work on them so and you can you can adjust these

things and and go about it um like that either with the radius current city Only um all that sort of thing now one thing

I would recommend is that you don't want to artificially constrain your location so let's say for example you are a UK

based business I don't like the idea that someone goes well you know London's the wealthiest part of the UK we think

most of our customers are going to come from London therefore we're only going to Target London if that's the case

Target the whole of UK now this does assume you can serve the whole of UK right like you sell a product or a

service that you can serve throughout the country like you know don't don't make your Target location broader than

the people you can actually serve but if you can serve the whole UK don't do this don't just go ahead and Target London or

any other specific location um better off letting meta work it out in that case I would rather you go ahead and

select the United Kingdom and then you let meta work it out and they might put 80% of your ads in London because you

might be right about most of your customers going to come from London but they might put the other 20% in front of

people that are really good prospects they just happen to be in other locations um and and that's one of the

benefits that you have with going with a leads or a sales objective is that meta can find those people that you would

otherwise Miss if you were just specifically targeting your best possible prospects they have that that

flexibility okay so that's location you can go with uh the option that best suits your business I obviously talked

through that quite a bit there right I'm going to go ahead and select the United States and Canada because that's what

we're going to do within this adet then we've got minimum age this only goes up to a certain amount uh only

goes up to 25 from 18 this is really designed so that you don't advertise to anyone um that's too young like legally

to be able to buy a certain product or something within that country obviously different countries have different age

requirements and different restrictions around different products and services okay um but you can can go ahead and put

in a minimum age then we've got this exclude custom audience section not going to worry about that until I get

into custom audiences in the Advantage Plus audience section um I will quickly come back up and mention that cuz that's

uh that will make more sense then and then we've got languages so the default here is all languages most businesses

that's going to be fine but there are certain times where you want to be more specific um let's say for example you

are advertising in Canada but um you only work maybe you only speak French right and you only work with French

speaking Canadians therefore you can specify French and there's obviously lots of countries that have multiple

languages and maybe you can only serve certain customers that speak certain languages um and therefore you can go

ahead and enter those in I'm I'm just going to leave it as all languages um because that's what we would typically

do okay then we get down into the Advantage Plus audience section so remember these up here are hard

boundaries like we selected Us in Canada minimum age 18 meta will not advertise to people younger than that or uh

outside of those countries in Advantage Plus audience we also have things like um I'll get to custom audience a second

we also have things like age gender but these are suggestions so we could say look I think my customers are most

likely going to be oh this is for our done free services right so I think they're most likely going to be age 30

uh I didn't quite select that properly let me try that again age 30 to well honestly 65 plus but we might say the

core is age 30 to 55 for people for business owners or marketing managers um that are going to use our Facebook and

Instagram advertising Services okay so we can enter that in but remember these These are suggestions So Meta can choose

to go with people younger or older as well but that gives meta some Direction so that's what I recommend you do you

want to keep this relatively broad like don't be too specific here anything less than like a 10 year age range 15 year on

bit like that's a bit too specific um but but entering some suggestions here uh and then like I was agendas unless

you are very heavily skewed one way or the other I just go with all um and that's like certainly what what we do

but if you were say like look you know our products are sold 80% male or 80% female like you can go ahead and be more

specific and then we've got this detailed tar marketing section so here I don't want you to overthink it you

basically want to add in things that are related to your products and services that you think

describe um the people that would be interested in purchasing your products and services so we're advertising our

done for you Facebook advertising Services right so we might add in things like social media marketing people who

are interested in social media marketing now this I'm glad this came up actually so we've got social media marketing here

but look we've got over the right we've got job typ now do we want to advertise to people

that have a job title related to social media marketing well we might if we're looking to work with larger companies

where it might be a social media marketing manager looking to hire an agency but I imagine most people that

are have a job title of social media marketing they're actually the ones doing the work and therefore they're not

going to hire our agency right but we could find people and here we've got employers uh but we what we really want

here is people interested so look social media marketing um interest and that's going to include lots of

business owners um entrepreneurs people that are interested in this that may well become customers of ours so we're

going to go ahead and select social media marketing as an interest you can add in a bunch here so for example we

could add in like I know some of these options right uh we could add in like Facebook page admins or more

specifically for us business page admins so these are admins of Facebook pages that are for businesses that would be a

good option for us for obvious reasons uh and you can go through so what I recommend you do is don't overthink this

add in a handful of options that just seem relevant just sort of Common Sense test you can type in things so you know

let's say you were selling uh football boots right you'd add in things like football and you add in maybe more

specifically football boots that's not going to come up but you might add in some of the various Brands related to

football boots and you can go through and type things in or you can literally browse through the categories so you can

browse through demographics interest and they've got all the subcategories and it's worth taking a little bit of time

to work these out but remember these are suggestions not hard boundar So Meta has the ability to go and be more flexible

okay so once you've added those in next thing I want to talk about here is custom audiences so custom audiences are

a few different types of custom audiences um the way the easiest way to understand custom audiences broadly is

they are warm audiences so they're people that have interacted with your business before this could be people

that are on your email list this could be people that are have previously bought from you existing customers cust

this could be people that have watched videos of yours on Instagram or follow you on Facebook or have submitted a lead

form or any one of these number of things for beginners I'd recommend that you don't worry about custom audiences

yet that is absolutely something that you want to add in later on but not something you need to do right now and

honestly most beginners won't have much in the way of warm audiences anyway they won't have much custom audiences because

you know you're getting started so you're not going to have tens of thousands hundreds of thousands millions

of Instagram video viewers right because you know you're just getting started with your advertising most likely um so

you're not missing out on much by not including them yet but as your warm audiences grow this becomes more and

more significant and more and more important and the people that have interacted with your business before

visited your website on your email list interacted engaged on meta on Facebook or Instagram um there're some of your

best prospects they're some of the people that are most likely to purchase or become a lead because they've already

demonstrated a very clear interest in whatever it is that you do and whatever it is that you uh you have to offer so

definitely something to to to do at some point but not right now I'll include a link in the video description below to

another video that shows you exactly how to set up all the custom audiences uh which ones you should use and when and

and all that sort of thing also it's worth pointing out that because we're using Advantage Plus audience here and

these targeting suggestions are suggestions not hard constraints meta is pretty good at finding people within

your warm audience anyway like that's how as part of a tailored campaign or as part of an Advantage Plus shopping

campaign where you have much more limited targeting criteria met is still able to find people in your warm

audience to retarget because you know they put ads in front of people and the ones that engage the most they put ads

in front of those more again and again um they basically find your your warm audiences to some extent anyway

definitely something to add in not right now and just quickly to to sort of round it off this exclude these custom

audiences from up in the audience control section why would you want to use that that's for a scenario where

let's say you're going to run a big new sale or a discount on an offer but um you don't want your previous customers

who perhaps didn't get to take advantage of that discount that price to see that ad because they might be annoyed about

it so that's where you would uh um exclude create a customer audience of those people and exclude those people

part of customer audiences are also lookalike audiences so that's where you take an existing group of people uh let

say people who have visited your website or previous customers and you say to meta create an audience

of people that are very similar to this group of people same age demographic same interest same behaviors online all

that sort of stuff again can be a very powerful option not something I want you to worry about at this point I have

other videos on local like audiences that you can go ahead and and check out okay so that is targeting now we scroll

down to placements now you can see the default here is Advantage Plus placements which means all placements

and just to quickly explain what placements are placements are the various locations on Facebook Instagram

and W Network um and messenger where your ads can be shown so if I just click in it'll make a bit more sense if I

click edit on this and Advan placements which is what's recommended is just go with the lot if we click into manual

placements we can then see that there is various options so you've got these four platforms Facebook Instagram Audience

Network and messenger and then within that we have subcategories right so perhaps you want to advertise you know

uh in the Facebook and Instagram feeds like in the various feed options but you don't want to advertise on stories and

reals so you can deselect stories and reals as an example or you get more specific and say you know I want to

advertise Instagram stories but not Facebook Stories or you know I only want to I want to get rid of the Audience

Network I only want to advertise on Instagram and not Facebook um you can do all sorts of various things because we

have selected the leads campaign objective or the sales campaign objective depending on your business I

would recommend that you go with Advantage Plus placements and the reason why is that because meta knows what we

want they know we want a lead they know we want a sale and they know what that looks like in terms of we've set it up

so they have the tracking capabilities to know when that outcome has been achieved meta is going to put your ads

on the placements that are most likely to get you what it is that you want that thing that lead or that sale that might

mean that most of your ads are put on the feed stories and Reals in fact that's what it will mean but perhaps

someone clicked through an ad went through sh to your website now they're in Marketplace or they're on the

Audience Network and meta is like oh we can get this person over the line because they've already engaged they

just didn't quite purchase last time let's put an ad in front of them so giving meta that flexibility uh is

really good if you have to use one of the other campaign objectives so you have to use um traffic for example

because you can't track the end lead say they're going to a third party platform of some some some uh sort then you do

want to select manual placements and my recommendation would normally be to get rid of Audience Network and sort of

limit yourself to feed stories and reals for the most parts and get rid of the various um other options if you're in

that scenario right uh but most advertisers that's not going to be the case and you can go with Advantage Plus

audience without a problem okay that's the adset level done let's jump over to the ad level oh no one thing we didn't

do at the adset level we didn't um label it right so I said that we were going to name it what we're targeting here so

we're targeting US and Canada in the sessions 30 to 55 and we've gone with business page admin social media

marketing so what we might do is come up here and say uh 30 to 55 we could do uh business page admins and

then social media marketing something like that you can come up with your own nameing conventions I just think it's

useful for me to demonstrate this because when we're then glancing through potentially lots of different

adsets if we wanted to test different setups or lots of different campaign we can just really quickly and easily see

um what it is that we're advertising so just something worth doing and we might shorten these D you know anyway now

let's jump over to the ad section name I'm going to do at the end like I did with the ad set partnership ad don't

worry about that great feature something you may want to use later on I have videos on them not something you need to

worry about right now then we go to Identity to just make sure basically that you've got the right Facebook page

and the right Instagram account selected if you haven't already you might want to follow me on both Facebook and Instagram

those are you know my uh how you find me um just in case you've added in multiple just make sure you got the right ones

select obviously we've got tons and tons but worth doing I've seen people accidentally run ads for one business

from like page for a different business not good right then we've got ad set up you can either create ad um you can use

existing post um creative Hub mockup is not something to worry about right now use existing post would be like if

you've got a Instagram post that's performed really well maybe it's got lots of social proof and you're like

let's just run that as an ad it's not something usually recommend because the format of that post isn't necessarily

going to be welld designed for an ad um and meta will allow you to make some customizations to try and improve it but

you want for example your ad to have the core elements of an ad like a very obvious call to action button and a

headline and be able to click through and take action so I don't usually recommend that but something you can do

I'm going to go ahead and click create ad then we're going to go with um manual upload you can see we've got stuff here

talking about advantage plus catalog ads again a great feature not something to worry about as a beginner that's more of

an advanced thing so don't worry about that for now then we choose our ad format so I'm going to go ahead and use

single image or video here usually what I'd recommend uh Carousel in particular I do like you can use that as an ad

format to make to experiment with that's where you'll have like multiple cards so you'll have like multiple images each

with its own headline and people can click through for example like different products a great ad format something we

use a lot but just a little bit more complicated and I think let's keep things simple let's get your first

campaign out there um and you can always look to add things more complicated in later on as you get for more familiar

and you're dealing with one Advanced element as opposed to try to take on 17 Advanced elements all at once um so okay

so we got uh format single image of video multi- Advertiser ad you can leave that on or turn it off it's I don't

think it's going to make a huge amount of difference either way to be perfectly honest and then we get to setup creative

so I'm going to go ahead and click on setup creative here and I'm going to create an image ad for demonstration

purposes typically would recommend advertisers start with images yes videos can produce better results not always by

the way um but they're a lot more difficult to create so in terms of reducing that barrier to entry and

getting started at the beginning I'm going to go ahead and select image ad then you'll see this creative setup

window um now the first part of this actually I think is quite confusing and it's not something I think you need to

mess with as a beginner Advertiser so you can enter in here like a source URL where meta can grab information from so

for example you can put your website here and the meta is going to find a bunch of site links um so site links