# The BEST Facebook Ads Tutorial For Beginners

Channel: Ben Heath
Video: https://www.youtube.com/watch?v=ZZJdSrL4hQQ
Duration: 1 hr 5 min
Language: English
Words: 15727
Transcript page: https://viewrankai.com/tools/youtube-transcript/ZZJdSrL4hQQ

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[0:00] in this video I'm going to go through the entire process of creating a Facebook ad campaign an Instagram ad campaign from scratch so if you've never run a Facebook ad before or you have but you're not 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 every single setting that you need to get right so let's start right at the beginning and set up the business manager account that you need to run Facebook ads the best way there are a number of different ways that you can run Facebook ads an Instagram ads you

[0:25] can do it from within app you can boost post but setting up a business manager account that then holds all your meta assets so things like your Facebook page your Instagram account your ad account within a business manager is by far the best way to organize it you have more functionality that way you can give other people access if you want other team members or people you hire to work on your stuff it's definitely the best way to to go about it and it's also easier to resolve issues if you ever do have issues with your ad accounts or your pages getting access and things along those

[0:55] lines so you do that by coming through to business. face.com for SL overview the page I'm on right now and depending on whether you're logged into your Facebook account or not and if you've got a a business manager setup you'll see different things here so if you see a different screen here um to what I've got don't worry about that um but what you want to do is you need to make sure that you are logged into your Facebook profile in order to set this up you'll need to to do that first and then you just want to go ahead and click on this create an account button now I can't

[1:22] unfortunately show you exactly how that works because we've already got a number of his managers we're a Facebook ads agency we run ad campaigns for clients and we have a number of business managers already so we can't set up another one meta does limit you on those but if you've not set up one before you just click on create an account it's very straightforward you just add in some information about your business just sort of stuff that you'd expect um and then once you've done that you'll go through probably to your meta business Suite which looks um like this again yours might look quite different because

[1:50] you won't have things set up like what I've got set up um but you come through to your metab business suite and this is a really handy place to do a number of things related to your business business on meta so you can answer with this inbox for example you can answer messages that you receive via Facebook and Instagram you can respond to comments on your ads or posts on Facebook and Instagram lead Center is a place where you can access the leads you've generated planner you can schedule posts again on Facebook and Instagram a whole bunch of things that you can do from within it and you can

[2:17] actually run ads from within your meta business Suite but this is not where I want to focus because this is not where you should be spending your most time particularly as a beginner Facebook Advertiser what we want to do is go over to business setting because that's going to allow us to add in those assets now you've got a business manager account we can add in those assets things like your Facebook page Instagram account add account that I mentioned or create them if you don't already have them so the way you do that you get there is by simply clicking on all tools and then selecting settings from over here and

[2:46] that'll take you through to a page that looks just like this again yours might look a little bit different because you won't have all these Pages added in like we do and all the various things because obviously we have hundreds of clients live at any one time and then you're you if you're getting this setup for the first time you're very unlikely to to have that setup okay so what we can see here on this left hand side from within business settings is there's lots of different types of things that we can get added into our business account we can add people we can add pages ad

[3:15] accounts Instagram accounts WhatsApp accounts um data sources things like pixels cataloges uh data sets custom conversions loads of different things it can get really really confusing um if you don't if you aren't familiar with this setup but I want to make it as simple as I possibly can for you guys at this point and just focus on the things that you really need to do right now or might need to do in the near future in order to be able to run Facebook ad campaigns I'm a big believer in starting simple let's let's do this as easy as we can and then you can always add in

[3:44] complexity when you feel more comfortable and you're more familiar with the setup when you come through to this page the first um category that will be automatically selected is Pages if it's not just go ahead and click on pages because this is where we want to start cuz the first thing you need to do to get your business manager up and running Prof L is add in um a Facebook page if you're going to run Facebook ads you need to do so from a Facebook page so select pages and then click on this little add button now there are three different options if you don't already

[4:11] have a Facebook page you can quite simply click on create a new page and if you do that you'll be taken to the place where you would normally be taken to create a Facebook page it works in exactly the same way very straightforward you set up your profile picture and all the stuff you would expect right again I'm not going to do that because we probably have 200 plus Facebook pages in our business manager right now we don't need any more more the other option that will apply to a number of people watching this video I imagine is add a page now this applies if you've already created a Facebook

[4:37] page but you haven't had that within a business manager account setup so um it might be that you've just been operating that Facebook page via your Facebook profile for example is is typically how that would work I would recommend that you bring that into the business manager as I've already said and if you select this option and then what you want to do is simply add in your Facebook page name so you can just type it in or go to your Facebook page grab the URL paste that in here and then click add a page that will move the ownership of your Facebook page into this business manager account which

[5:07] is something that I would recommend you do it's more secure in a business manager account as opposed to just being um Loose as it were you know where you have access through your your Facebook profile and you move ownership and get that in there fairly straightforward to do the other option is request access to a page so this is the option you want to select if you don't want to claim ownership of a Facebook page but you do need access to a Facebook page so we use this option all the time as an agency because we're not trying to take ownership of our client pages but we do

[5:34] need access to them to be able to give our various team members access and also for them to be able to do the work that needs to be done for us to you know fulfill our services uh of running ads and stuff like that okay so again you just request access to a page and exactly the same you enter in your Facebook page name or URL and um and you are good to go okay so that's Facebook page go ahead and get that added in first next thing we want to do is go ahead and select um add accounts and this is a very very similar structure so

[6:00] once you've selected ad accounts click on this ad button again you can create a new ad account you click on that and it will ask you a bunch of questions about your business ask you to enter in billing information I'm going to specifically touch on that um in a bit so so don't worry about that too much um but you can create a new ad account fairly straightforward to do if you've run ads of any kind even if it's just boosting posts for example you will already have an ad account set up in which case you want to go ahead and click on this add ad account again to

[6:26] move ownership of the ad account into your business manager and to do that you just want to very simply enter in your ad account ID click add ad account whoever is an admin of the ad account already then needs to approve that request to move it over um but you should receive a notification if it's just your personal profile that's been boosting post for example you should receive a notification where you can just accept that and then it's done and I will show you in a minute by the way where you get your ad account ID from in case you're thinking where on Earth do I

[6:53] get that from and then also you can do the request access to an ad account just like with a Facebook page and it's very similar you just get the ad account ID ask for that off your client if that's what you're doing what we would do all the time enter it in here and then request access again an admin needs to approve that request but um but there you go so that's Add accounts you probably want to add in an Instagram account as well if you're going to be running ads on Instagram as well as Facebook which what I'd recommend for most advertisers slightly different structure in here once you select Add

[7:19] accounts you can click on ADD and you to connect your Instagram account basically log in and and then you can you have a number of different options but fairly straightforward once more so as I said there's lots of other options in terms of data source and assets but I think that's what we need to get started with um and we can worry about the other stuff later the one other thing I want to mention in here before we actually get into creating the ad Campaign which is what I'm sure you are here to um to to see is adding people adding people is really useful if you want to add team

[7:46] members to be able to work on your account or if you're going to hire someone to work on your account you can you can add people in here so if you select people and then you go ahead and click on ADD people then you just want to enter the email address that is the one associated with their Facebook profile enter that in there click next they'll receive a notification to accept that once they do they'll be moved they'll be moved into your um business manager account by the way they could still be members of other business managers it's not like an exclusive thing or anything like that so um you

[8:15] don't need to worry about that if if if given the way I worded it that might have been a concern that you had and then once you've added people in you then need to give them access to the specific assets that they need access to so for a business like ours for example we have 100 plus client live at any one time we have 40 different staff members um so we need to give different staff members access to different ad accounts different pages and all that sort of stuff and it's really easy to do that within the business manager um setup okay so let's say for example you've

[8:42] added in someone from your team someone you've hired to help you with this stuff um then you just come into Pages once you've got them added in so for example if I um select my page then I've made sure I've got the right page there selected I can then click on ADD people okay and then the person that you've added to business manager should be available on this uh list on the left hand side if I then select myself for example I can then decide what level of access I want them to have do I want this person to have access to absolutely everything do I want to have them give

[9:11] them partial access and you can read through the descriptions of what each level of access will allow people to do and not do um because you may want to to mix it up you will also need to do this with yourself by the way so make sure you get yourself added into your business manager um your own profile and then give yourself access to to the assets that you need things like Facebook page ad account and for that you're obviously going to want to go with um full control okay but that's how that works and you can add as many people as you want um and you can give

[9:39] people access to lots of different assets there's there's not really restrictions around that okay so that's a setup within business settings that's the boring part now let's go ahead and jump into ads manager where we're actually going to go ahead and create our first Facebook ad campaign so ads manager is definitely the place where you want to create your campaigns from that gives you the most functionality so if you click on these three little lines and then it might be up here in your shortcuts ads manager as it is for me in fact I bet it will be if not you can find it down here under advertise and

[10:07] you click on ads manager and you will come through to hopefully a page that looks similar to this so this is just an example ad account that I've got set up there's nothing in here right now your shouldn't have anything in here um but we can use this for demonstration purposes just a quick aside that ad account ID that I mentioned that's this number up at the top and if it's cut off like it is for me here then you can just click on this little uh drop down and it should be there for you and you can grab the whole ID and enter that in to be

[10:34] able to move your ad account over into your um business manager account like we discussed okay so that's where you grab your ad account ID from now let's get into the actual creating of a Facebook ad campaign so the thing the first thing that you notice in here is that there's three tiers to a Facebook ad campaign and this applies to Instagram as well by the way we're going to run all of it out of this one central location so we've got this campaign level then we've got the adset level and then we've got ads and they are in tiers so you have a campaign and then within that campaign

[11:03] you have one or multiple adsets and then within each one of those adsets you have one or multiple ads that's the structure so I'm going to walk you through each one of these because the campaign level adset level ad level they you you set up different things at those stages so adsets targeting for example ads is the imagery and the text that people see campaigns is things like settings so we're going to go through each one of these so first thing we want to do is go to campaigns we want to make sure we're at the campaign level and then select this green plus create button now the

[11:32] very first thing that we need to decide at the campaign level is buying type okay so the default here is auction if we click on the drop down then we see there's auction or reservation now this is a good point to quickly explain something that's quite important a little aside and that is not all Facebook ad accounts look exactly the same and what I mean by that is when meta makes changes or releases new features they roll it out to different ad Accounts at different times they do that to make sure that things don't don't go wrong and it doesn't all break with a new feature so what that means is that what

[12:06] you see as you go through this tutorial might look a bit different in some places to what I've got in front of me a lot of people look very very similar some people might look a little bit more different because as I said they're testing new features they're testing new interfaces all the time and that's whether you're watching this right now as I'm recording it which obviously not possible or if you're watching this in 6 months time or whatever right it's still going to be the same thing so you may not see reservation for example I know that's something that our ad accounts have not all ad accounts have at this

[12:34] point but I want to talk through these two options because because if you do have this this is important so what does buying type mean buying type refers to how you're going to pay for your Facebook ads auction is I'm willing to accept market price market price set by demand and Supply how many people are on Facebook and Instagram using it how much ad uh real estate is there how much ad inventory is there versus demand how many advertisers are trying to reach these people and and the the more popular a group of people are in terms of advertisers wanting to reach them the more expensive they're going to be

[13:07] that's how an auction Works reservation on the other hand works in the in more of a traditional advertising setup um if you think about for example buying a slot um on a TV show you want to run commercials on a TV show you would book in a certain price it would guarantee this many exposures over this many EP episodes and that that would be not set by the market in real time it would be this is what we're paying for we've got that reserved hence hence reservation now given how I've described that you may be thinking okay well surely we want to go with reservation right cuz we can book in a

[13:43] probably a lower price no you want to go with auction every single Facebook ads beginner wants to go with auction reservation is much more advanced there are um limited features so for example if I select reservation you'll see that a whole bunch of campaign objectives disappear that's not what we want um particularly because some of the most important ones disappear um and there are other issues with it in terms of optimization and not being able to utilize meta machine learning processes to get you the best possible results which you absolutely want to do and I'll explain more about that as we go through this um campaign objective section so

[14:15] even though it might sound like reservations better it's not particularly for beginners um there are some cases where you can use it as a more advanced Advertiser I've got separate videos on that I'll include a link in the description in case you are interested in using reservation but for now go with auction okay anyway let's move on to the camp caign objectives so let's quickly walk through each one of these now there used to be a lot more campaign objectives and they were Consolidated down to just six and I think that's a good idea and they're actually now very descriptive of what it is that they get you and one thing that

[14:43] I really want to get across if you're new to Facebook and Instagram advertising is that what you ask meta to get you is what they will get you their AI their machine learning process is very very smart it's very good at working out who is likely to take the action that you've asked for so if you go ahead and select awareness meta is going to put your ads in front of as many people as possible going to try and get you as many eyeballs typically used by bigger businesses to have big budgets that want massive brand exposure if you select traffic meta is going to try and

[15:13] get you as many clicks as possible um and they're very good at working out who is most likely to click on an ad and it might be different from someone that's just going to look at it as an example engagement who is most likely to comment like share um watch of video if if you're running a video ad those are various forms of Engagement who is most likely to do that let's go ahead and and and get those options now the next two that I want to talk about I I'll I'll pause at promotion for a second is leads and sales now these function very very

[15:44] similarly in terms of instead of optimizing for these higher actions and by higher I mean further up the sales funnel actions so for example someone clicking on an ad has to happen before they go through and then purchase by your website so it's it's higher up in the funnel whereas leads and sales are lower down the sales funnel actions now if for example you're a service based business and you want leads and you select leads as the as the uh campaign objective meta is going to try and get you as many leads as possible and here's how that might differ the people that click on your ad might not be the same

[16:16] people that actually go through and become a lead let's assume you're sending people to your website I know that might sound a little bit weird you think surely the people that click are also the ones that like to become leads not necessarily it doesn't work out like that the difference in terms of your cost per lead which is probably a far more important metric to your business than cost per click the difference between your cost per lead if you select the traffic objective or the lead objective is massive and this is very well tested proven anyone who has run ads on these platforms for a long time

[16:46] can can attest to this right so if you want leads or if you want sales you're an e-commerce business you're sending people somewhere where they can directly purchase then you want to go with leads or sales and basically every Facebook Advertiser should be running leads sales campaigns there are more advanced um use cases and scenarios where you want to use things like awareness or engagement or even traffic and I have videos covering all of those there'll be a bunch of links in in the description below um if you want to check those out but definitely not for beginners these these things get far more complicated and they can go wrong much more easily

[17:19] you just want to say to to meta I've got eCommerce business I want sales get me sales select sales or I've got a service based business I want leads get me leads and then obviously there are different businesses that fall you know into those categories and um and that's how that works okay so I know I'm repeating myself a little bit here but I really want to get that across that it's very very important if you go engagement you will get lots of Engagement you get lots of comments and likes and shares but those people are far less likely to go on and become a lead or purchase than if

[17:47] you go with one of these actions here so for demonstration purposes for the rest of this video I'm going to be using the leads campaign objective but it's very very similar in terms of structure strategy to the sales objective so whether you're your running sales or leads um you can absolutely follow along with what we've got here oh just quickly app promotion is exactly what you expect right it's if you've got an app so you're trying to get installs for an app or people to um you know who already installed it to purchase something in app to trigger an in app purchase you can go with app but that's a fairly uh

[18:16] Niche use case depending on your business okay so we're going to go with leads and select continue now we we we can see the structure here has been changed in terms of the UI so we've got campaigns we've got ads set and we've got ads again remember there sort of one within another is is how that's structured um and then there's a few things that we need to get sorted at the campaign level before we then move on to the adset level okay so first thing is give your campaign a name you may only have one campaign now but at some point you're probably going to have lots of

[18:44] campaigns and it's really useful to be able to know which campaign refers to what so let's say for example we were running a new year leads campaign we're a gym or something for example and we Tak advantage of the new year just give it a quick little name like I've done there um that's going to depend on on your business of course then we get into special ad categories so I'm going to just select this little drop down here and we can see that there are four different special ad categories we've got credit employment housing social issues elections or politics now if your business is related what your offering

[19:15] is related to any one of these you have to select and declare that you that it is by ticking a box okay so and you can see there's a good description on each one so it should be fairly obvious you know credit are you advertising anything to do with credit cards auto loans financing options etc etc employment are you advertising a job offer and you can go down the list now when you do select a special ad category a declare one unfortunately it limits some of the options in terms of the campaign setup so for example your targeting options will be limited and meta is trying to do

[19:49] that because they're trying to um prevent advertisers from doing things that are seen as a bit creepy a bit Shady you know do you want someone do you want Advertiser targeting specific groups of people to do with like credit opportunities where it might it just they don't want to go near any of that sort of stuff so that's why it's limited um if you do select a special ad category but you do need to declare a special ad category if you are within one because if you don't and think well I don't want my targeting options limited I'm not going to declare it but if your ads are related to any of these

[20:18] things and meta realizes that and you haven't declared it then they will disable your at account and you won't be able to advertise anymore this is fine so definitely something that you want to do oh and then once you if you do special category um you then need to select the country because there are different rules around different things different privacy rules and all sort of stuff in different locations I imagine most of you watching this are not going to fall within a special category and therefore um I'm not going to select one if you are within a special category you can still follow along there'll just be

[20:45] a couple of things we go through you just won't be able to do and you'll see that within your Ed account okay then we've got The Campaign details we've got buying type auction campaign objective leads we've already set if I just click on show more options I want to quickly um highlight something which is you can set a campaign spending limit I know for a lot of beginners they feel really quite nervous about oh what if I spend too much and I've heard a bad story of someone that the budget ran away and they forgot about it and they got charged thousands and I don't want that

[21:11] well you can prevent that by coming in setting a campaign spending limmit so whatever would make you comfortable I don't want to spend more than £500 on this campaign or whatever the number is enter that in there and um it's just a bit of security you can come in and change this later if you decide you do want to spend more so I don't bother adding them in but I completely understand um if you're a beginner why you would want to do that it's probably a good idea AB testing not something I would worry about at this stage AB testing allows you to test one thing against another

[21:36] thing so if you've got two ads for example you could run them alongside each other and see which one performs best not something I'd worry about at this stage bit more of a intermediate advanc technique um you can still test different ads I'm going to show you how to do that without using the ab um split testing feature so we're going to ignore that for the purposes of this video then we get down into Advantage campaign budget okay I'm just going to turn this on now Advantage campaign budget what used to be called campaign budget optimization is something I'd recommend beginners use just to explain what it

[22:07] actually does and and what difference it makes the default is for your budget to be set at the adset level when you turn on Advantage campaign budget instead of the budget being set at the adset level it's set at the campaign level and what that means is that let's say you have three different adsets within a campaign you know you're testing different targeting options to see which performs best something we do all the time One of Those ads sets is probably going to perform significantly better than the other two or two will significantly outperform one of them with Advantage campaign budget meta is going to allocate budget to the best performing

[22:36] adssets more budget to the best performing adsets so instead of just spending evenly across adsets and having individual budget at the adset level um you'll have more spent where you're getting better results which is going to give you better results overall and I think for beginners is really useful because again it's less likely that you're going to waste money on underperforming adsets within your campaign as an advanced Advertiser you often don't want to use a Vantage campaign budget because you want more control and you want to be able to manipulate things CU you know what you're doing but it's not something I'd recommend beginners do I think it can

[23:05] get quite um quite tricky okay next we've got um our budget um option the setting here so the default is daily budget or we got lifetime budget daily budget is I want to spend this amount and I will run the campaign until I want to turn it off like designed to be ongoing with lifetime budget you're actually setting a time frame so you're sending instead of saying I want to spend this amount per day you're saying I want to spend this amount total over a week and the meta will allocate budget um across that week and they might spend more on one day and less on another and

[23:36] all that sort of stuff I think for most Facebook advertisers daily budget is the better option because if the campaign's working well you don't want it to end and have to create a new one you want to be able to keep running it daily budget campaigns are also a lot easier to scale because again you're not going to have an end date and then have to create a new one you can just scale from within that campaign that's performed well so my advice for the vast majority advertisers is just to stick to daily budgets which is um the default then in terms of an amount to spend okay what I

[24:05] think you're aiming for is The Sweet Spot of money that you can afford to lose particularly when you're new to Facebook advertising there's a good chance your campaign won't work really well straight away you might have to create a few different versions you might have to develop your skills in this Arena a little bit to to get there remember when you're running Facebook ads you're competing against other advertisers uh many of which will have more experience so um so I think that starting with them out you can afford to to lose is just a good idea but it doesn't want to be so small that you

[24:32] don't care about it you don't just want to be like I've got a Facebook ad campaign running it's spending such a small amount of money that who cares it's not going to do anything for my business whether it works or not that seems a bit silly you want to be invested there's normally a sweet spot for most people most businesses depending on on your finances where you're like we could lose this but it would sting a little we wouldn't be in trouble but sting a little and that's probably a good a good starting point um and again that's going to depend for some businesses that's going to be you

[24:56] know Millions even if they're big enough business for some it's going to be you know $10 a day so it's absolutely fine to just start with with whatever um is most comfortable from uh from that standpoint okay so that's what I'd recommend starting on budgets then we've got campaign bid strategy so if I go ahead and click edit here we can see that this is aiming for highest volume so because we're optimizing for leads that's what that means highest volume means meta is going to try and get you as many leads as possible I can select from a different option I can talk about bid Caps or I only want to pay a certain

[25:27] amount um per per lead after that I want you to turn my ads off again these are relatively complex things and stuff that I would recommend saving for once you've got more experience with uh with Facebook ads bid caps cost per results all that sort of stuff so we're just going to go ahead with the default which is um highest volume then we've got ad sheduling here because we're using a daily budget we can't put in a schedule here if we switch over to Lifetime budgets we could put in a schedule like we want to ads on these days not these days times and things like that um I

[25:53] still don't think that's a good enough reason to use lifetime budgets CU there is actually another way that you can set up schedules I got another video about that using automated rules I'll include that in the video description below okay right now let's jump over to the ads set level okay so then when we come through to the adset level obviously the first thing at the top is the adset name but I want you to not worry about that now because that's going what we put in there is going to depend on the targeting options that we do select so don't worry about that now we'll come

[26:16] back to that later next we've got conversion location Now the default is instant forms and you might be familiar with that sort of AD where you click on an ad within Facebook or Instagram and instead of being taken through to website or a landing page or something like that you are instead presented with um a form in app that you can then submit your information that gets sent on to the advertiser then the advertiser the business can contact those leads and find out um you know try and progress them through the sales funnel that's by the way remember when we're in meta business Suite there was lead Center

[26:47] that's where you get those leads from now meta is pushing this option and that's the default because they want to keep people in app they want keep people in Instagram in Facebook as opposed to sending them off app cuz that's how better makes its money right the longer people spend in there the more ads they see all that sort of stuff now instant forms that option usually results in a cheaper cost per lead which sounds great right why wouldn't you want to pay as little as possible for the leads that you're looking to generate and it's a cheaper cost per lead because it's lower barrier to entry for people they are in

[27:17] app but often the leads are worse quality than if you send them to your website so we use insta forms all the time definitely something I'd recommend I'll include a link in the video description below to another video talking all about using in forms and what we'd recommend and how they work and all that sort of stuff but I think as a beginner particularly if this is your first ad campaign and you do already have a website you're better off sending people through to your website if you don't have a website use instant forms um but I think sending to your website getting people to become a lead

[27:43] there is going to result in a higher quality of lead and unless you have like salespeople ready to filter out leads that are coming through instant forms um that's probably the better option you also it'd be easier for them to get in touch with you there's less likely to things to go wrong effectively so that's what recommend beginners Who start with website but absolutely test instant forms at some point and there'll be a link in the description to show you exactly how to do that also when I select website it means that as we go through this process um if you're following along with the sales campaign

[28:11] you can also follow along because you're going to be sending people almost certainly to your website to your Shopify store whatever you have okay so that's conversion location now there are other options things like messenger Instagram where you can send people there and get them to send you a message um through those apps and and then progress people through your sales pH all that that way and you could do calls get people to try and and call you directly not something I'd recommend for now more of an advanced setup there are great stuff that can be done with messenger Instagram um but it can get quite tricky so I'd leave that off for

[28:39] now then we get into the performance goal now remember at the beginning when I talked about the campaign objectives and how important that is because it dictates how meta optimizes your campaign well that is true but you also need to match that with the right performance goal otherwise your campaign won't be optimized properly so you can see the default here is maximize number of conversions So Meta is going to get try and get us as many conversions as possible in this case leads via our website because that's how we've set it up we can change this if we wanted to to maximize number of landing page views

[29:11] maximize number of Link clicks um but I wouldn't recommend that because if you do that you're not optimizing for the thing that you really want remember how important that is and also if you are maximiz if you select maximize number of Link clicks that's actually just going to function like a traffic campaign because it's just going to try and get your link clicks if you go maximize daily unique reach it's actually just going to try and get you reach which is like an awareness campaign so it's counterproductive definitely go with maximized number of conversions then we need to make sure you got the right pixel selected assuming you have a pixel

[29:39] setup and and and it's available in here it's added to your business manager you do need to have a pixel setup installed on your website to go with what I'm talking about setting up now if you don't already have that set up I'll include a link in the description below to another video that shows you exactly how to get the metap pixel setup um and importantly how to get the conversion event set up so you can see this next section is conversion event I'm going to go ahead and select lead here um and what we're saying with this adset is that meta I want you to get me

[30:09] conversions I want you to get me leads and whenever on my website this lead conversion event is triggered that's a lead whenever that occurs someone reaches the thank you page after they fill out a contact form and on that page a lead conversion event is triggered that gets fed back into my head account then meta knows how to optimize your campaigns know who becomes a lead who doesn't become a lead very very important I'm getting this warning here saying a lead conversion event hasn't been triggered in the last 14 days simply because this is an example ad account and we don't um run ad campaigns actually through it so if you are seeing

[30:41] that warning you need to worry about it but it's not something for us to worry about in in this demonstration purpose absolutely make sure you've got to get your pixel set up um it's quick and easy to do nowadays um there's lots of really useful Integrations the video will help you out with that but need to make sure you get that set up okay next is is um well cost per result is grayed out not something you need to worry about anyway but if I click on this uh more options section here we've got attribution setting so if I just quickly explain what this is attribution setting is how

[31:08] long after someone has interacted with your ads can they then become in this case a lead but it could be any action that you're tracking and you're optimizing for and and that still be included within your data so let's say for example someone clicks on my ad today and they become a lead in 3 days time you know they took a bit of time to think about it they talk to their spouse whatever and then they became a lead they went straight through your website that would still be registered as a lead within your ad account and that's data that you can see to assess performance

[31:34] and also meta can use to optimize performance that's really useful um so I would recommend going with the maximum attribution settings possible we used to be able to go all the way up to 28 days it's a shame we can't anymore but um but we're not able to track for that long but the longest you can do is 7 Days on the click and then one day on The View so that's do they convert and become a lead within 7 days after they click or within one one day after they just view or just presented with the ad okay so that's what I do and then impression um

[32:03] there for when you get charged is just not something you need to worry about we can't change it here anyway and if you do have the option to which you sometimes do um it doesn't make any difference to how you actually how much you actually pay it's kind of like saying you know if you say I want to be charged per click or I want to be charged on an impression basis or I want to be charged per conversion meta would just calculate the difference is kind of like saying do you want to pay in Euros or dollars well if you select euros and it's just going to be converted from

[32:27] dollars anyway you might as well pay do doesn't doesn't make any difference right okay next we get down to Dynamic creative this is definitely an advanced technique not something I'd recommend you mess with as a beginner if you are interested there'll be another Link in the video description below to a whole video about Dynamic creative how to use it strategies around it all that sort of stuff I know there's going to be tons of other links and I'm mentioning lots of other resources here I'm trying to make it so that you can either check them out or not depending on where you at experience-wise just trying to make the

[32:50] video as useful as possible cuz I know it's really frustrating when you go through tutorials and you think well hang on what about that and what about that so yeah so there is a lot ofu stuff to go check out if you want to but you don't need to then we get into budget and schedule so the start date is just going to be whenever you're actually you know creating the uh the campaign that's going to be default there and if you want to you can set an end date so for example if you were just running like a Christmas promotion or a Black Friday promotion you want to make sure the

[33:14] campaign ends or you don't want to forget about it and end up being charged loads you want to put an end date you can we don't typically do it because we're in here all the time monitoring our campaigns making adjustments so we have a lot of manual control but not everyone's going to do that so we don't normally set an end date if you're not using campaign budget optimization or actually Advantage campaign budget as it's now called um then you'll also have a budget section in here remember we moved that to the campaign level so we don't have that in here it's just the schedule option and then if I click on

[33:43] the show more options setting here we can go with we can add in a adset spending limit just like we had the campaign spending limit so if you want more control just absolutely make sure you're not going to overspend or you want to make sure you don't spend more than certain amounts on certain adsets you can do that now now we get into the audience control section now this bit might seem a little bit confusing but we're going to sort of go through it step by step try and make it as as easy to understand as possible first thing I need to mention is that in this ad

[34:08] account we've got Advantage Plus audience which is newish within this ad account some people have had Advantage Plus audience for ages at this point some ad accounts have only just got it some ad accounts don't have it yet so with that in mind I'm going to try and you know cover different options I'm going to show you how you would set things up with Advantage Plus audience the setting as we've got right here in front of us and then I'm also going to tell you about how it would look if you don't have Advantage Plus audience and some of the tweaks and adjustments that you'd want to make when you watch this

[34:34] video you may have both you may just have one so hopefully we can cover all basis and you'll be fine either way because you can run ads no problem depending on on what structure you have so the first thing here when it comes to targeting if we click edit is our location now it's defaulted to the United Kingdom because that's where I'm based and what i' recommend for the location that you want to Target is only advertise in the locations where you can actually deliver your product or service who who can you serve so if you're an e-commerce business for example you can probably ship nationally maybe

[35:04] internationally as well if you're uh a digital service based business like ours we work with clients all over the world we could Target people in Australia or the us or Canada or obviously here in the UK or you know we have clients in Singapore and South Africa and Nigeria and all over the world right so we can do that um but also we could just have a local business where we need to advertise in a very specific area and you can do any of those things and what you want to do is whatever's best for your business this is not so much like an ad account settings thing what's best

[35:33] for the Facebook ad account it's what's best for your business so for example if we wanted to advertise locally just so I can quickly show you that I live in a town called um chelham in the UK um and then we go chelam in in Glouster share and you can see once we add in that town um we can then set a radius around it it's currently set to 25 like we could limit that down to you know 15 I only want to Target cheltam plus 15 miles and just think about okay how far are willing to travel to work with people how far are they willing to

[36:00] travel to visit our restaurant gym whatever your business is in our case if we were advertising our our Facebook ad Services we wouldn't go local because we um don't just operate locally we would certainly add in the United Kingdom but we would also probably add in some of our other largest markets like the US Canada Australia places like that um or you obviously same language in terms of being able to advertise makes things easy but you could advertise many more countries for demonstration purposes I'm just going to go with the United Kingdom as a whole so I think that's kind of a good middle ground and and a good

[36:31] Benchmark okay now what we can do here with this show more options thing is set in some hard boundaries of a few different things before we get into the audience PL Advantage Plus audience which is about suggestions I'll explain it what that means in a minute so we can affect we can add in a minimum age here okay 18 is a default you can go all the way up to 25 we absolutely don't want to advertise to anyone younger than this age and that is a hard line so if I select 25 23y olds not going to see my ads um and that's probably something that we

[36:59] would do because our typical targeting when it comes to age for our uh digital marketing Services is 25 plus fairly broad fairly open that's what I'd recommend with age but that's what we go with um custom audien I'm going to talk about a little bit later on this is about excluding custom audiences so don't worry about that for now and then languages um we would just go with all languages particularly advertising in the UK but certain businesses might want to specify certain languages so a good example might be if you're in you know if you operate in the fch French speaking part of Canada and you only

[37:29] work with French speakers for some reason then you can specify French as opposed to English which obviously there will be um in those areas as well so that's just going to depend on your business where you're advertising how many different languages are there do you work with certain groups and not others for whatever reason then that's fine okay then we get into Advantage Plus audience which is a feature that is absolutely um recommended it's what meta wants us to use and it's something I would recommend for beginners so the difference between Advantage Plus audience and what we used to have is that with Advantage Plus audience our

[38:01] targeting criteria that we add here they are suggestions not hard boundaries so for example age here is 25 to 65 if I said to meta for example most of our clients are aged 30 to 55 let's say then meta goes okay great I've got that information I'll start with those people but if I think that there's someone that would be really interested in what you have to offer based on their online activity and their activity within Facebook and Instagram who is 28 or is 64 I'm also going to put ads in front of them and that's why this is a good option for beginners cuz it's less

[38:34] likely that you like if you try and specify on audience and you've just missed you've just made a mistake meta is going to go beyond that and find other people that are likely to take your desired action and that's by the way why it's so important that we optimize our campaigns for the right thing in this scenario leads could also be sales okay so these are suggestions as opposed to hard boundaries so if it was our business for example we would go with 25 um Plus usually we have like a very wide range on that um when it comes to genders um we have male clients

[39:03] female clients um across the board so you could go either way on that um some businesses will be 90% male 90% female in which case you could select one or the other but again in those scenarios um this is a suggestion so if your business is 90% male well you don't want to miss out on the 10% and that's fine because Advantage Plus audience will find them um so but I would just leave that as all then we get into detailed targeting and here you can just add in things that are relevant to what you advertise don't overthink this don't worry about it too much so for example

[39:34] if we're advertising our Facebook ad Services um we could look to advertise people interested in digital marketing uh other options could be things like social media marketing for example um and we want to get the interest option there and obviously they're within the marketing category is what that's that's showing there okay so just have a little you could browse through the various options have a little think about it you could browse through okay interest um family relationships fatherhood great I want to advertise to people interested in fatherhood because we advertise uh uh dads and kids day out you know soccer game whatever you know whatever it is

[40:10] you advertise you can find some options either by entering in or doing the the browse option now one thing that I like to do when it comes to testing different adsets is only include one detailed targeting option so for example if we identified that these were two that we wanted to test we would delete out one of them in this adet and then in another ad set test the social media marketing interest and see if there's a difference in performance between the two see which one performs best because over time that's going to be really useful info and we can then focus on the better performing audience okay so that's it's

[40:39] not a huge Point particularly with Advantage Plus because they're going to go beyond your audience sometimes anyway but um but that's something I want to mention in there then we've also got custom audiences so custom audiences really broken down into two main uh sections there's the customer audiences themselves which would be retargeting that would be advertising to people that have interacted with your business before website visitors people on your email list people who have bought before people who have interacted with you on Facebook or Instagram which is definitely something I'd recommend you do don't need to do it right now that could be done a little bit later you

[41:07] probably won't have much in the way of warm audiences anyway if you're just getting started in the ideal world you wouldn't use Advantage Plus audience for that explain why in a second and then there's also lookalike audiences so lookalike audience instead of specifically advertising to people that have say visited a website before we could say to Facebook these are the people that have bought from us but I also want you to create me a lookalike audience of people that are very similar to people who walked from me before and advertise to them because if all my customers happen to be 42y old females who are interested in these three things

[41:38] I would quite like you to find me people that fit the same bill and we can advertise to them as well that's what a lookalike audience is I'll include links in the video description to both a custom audience tutorial and a lookalike audience tutorial so you can go through those if you want to again a bit more of an advanced uh or at least an intermediate technique I'd say don't worry about those to start with you can look to add those in later down the line but this is where you would add them in again with Advantage Plus audience they would then be suggestions not hard

[42:03] boundaries and meta would potentially expand okay so that's how you would set things up from a targeting standpoint if you are using Advantage Plus audience and as I said depending on when you watch this you may only have that option you may only have the original option you may have both as I've got in this ad account but we can also switch to original now we can see that when we start to do this methods like well hang on you definitely want to use Advantage Plus audience you might miss out on 33 % lower cost per result um I think that's probably overestimating how effective Advantage Plus audience is I mean it

[42:33] does say up to right so you know they're kind of using the statistic it won't be a lie but they're using the statistic in a way that leads you to believe that the difference is a bit more significant than it actually is um but you can still go through and click on use original audience and then the big difference here from from going to the original audience is that these uh targeting criteria are going to be more like hard boundaries they're not going to be 100% strict because you can see here detail targeting has been applied so meta will still in certain circumstances go beyond your targeting options but it's more of

[43:01] a hard boundary than with Advantage Plus where it's just a suggestion so it's possible that someone you know under 25 could see an ad um but it's less likely with this setup so we still use this um a good amount when we want more control as more advanced advertisers when we want to really specifically test stuff for most beginners this is just not something that you need to worry about and you can go with Advantage Plus audience but if you don't have Advantage Plus audience and you're going through this you're thinking ah can I run that campaign absolutely do it this way it'll work just fine basically don't worry

[43:30] about it either way you can you can crack on and move forward uh okay so I'm going to switch back to Advantage Plus audience because that's what we are talking about here and then we've got all this set up it's just defaulted some of the stuff but that's fine um we've already been through that I want to get down to this placement section okay so what we can see here is that the placement section is defaulted to what's all placements right what what has been called Advantage Plus placements and various different names and placements what that means is the locations within Facebook and Instagram where your ads

[44:00] are shown so obviously there's different locations right so you could see an ad on your Facebook feed or on your Instagram feed or in an Instagram story or in a Facebook real or there's lots of different options right so you can get more specific and edit these placements you got to click about nine times to um to do this um but you can do it so I've clicked on one then you click edit and then you can see here that there are a few different options um for getting rid of specific stuff like the audio Network so the Audience Network is not not the sort of stuff that you traditionally

[44:31] think of as Facebook and Instagram ads it's more like people creating content and then your ads are displayed in and alongside other people's content so you can specifically deselect these ones if you want at this stage or you can go one step further and switch back to manual placements um which is what what we used to easily be able to do but meta are burying this because um because they don't think it's better for for advertisers and then you could get really specific right so You' be like no no no I'm just going to advertise on Facebook I don't want to advertise on Instagram at all uh get rid of the

[45:02] Audience Network get rid of messenger or vice versa right I only want to advertise on Instagram I don't want to advertise anywhere else or I'm happy to advertise on Facebook and Instagram but I only want to advertise on feeds and stories I don't want any of this other stuff like search results and things along those lines um you can get more specific I have videos talking about placement options and and the best approach if you are going with the leads campaign objective or the sales campaign objective as you should be as a beginner then it's absolutely fine to not use manual placements switch back to meta's

[45:33] recommended placement options and let meta put your ads where they want to put them the reason why is because there are poor performing placement options things like the Audience Network do not perform as well as feeds and stories most of the time but if you've told meta I want leads I want sales meta knows this and they're going to only put your ads in places where you're likely to get the best results where you do need to come in use manual placements is if you're going to be using an awareness campaign or a traffic campaign or engagement campaign something like that then you need to have more control because you

[46:03] need to guarantee your ads will be on the best quality placements cuz otherwise meta could get you tons of awareness and tons of reach by putting your ads you know whereever people are and the cheapest place going the Audience Network so you get a lot of Impressions there okay so that's something that's really important to get across the way you've set it up absolutely fine to go with what meta recommends if you're going to change it up and use some other strategies and when I do talk in other videos about other strategies I do say make sure you make this change make sure you do this

[46:31] um it's really important okay and that's us gone through the adset level one of thing I want to quickly touch on here before we move on is this audience definition this thing on over on the other side you can see that meta gives you a bit of a guide for audience size like there's two specific there's two broad and then they're sort of nicely in the middle um with if you're using Advantage Plus audience I don't really worry too much about this audience size because meta is going to go beyond it it's not such a big deal if you are using the original audience setup just

[46:55] be careful about your estimated audience size being too small so here we've got what 4.1 to 4.9 million that's great in an Ideal World you wouldn't have this estimated audience size if you're using the original audience setup go below 500,000 people that would be a a minimum I don't worry too much about a maximum we will sometimes Target just absolutely everyone we won't add in any detailed targeting options and that's fine you can um you can do that um at least test that but yeah but just be careful with the too small audience obviously with some local businesses that's not possible if there's only 50,000 people

[47:25] in your local area or 10,000 people in a local area then and that's the only people you can serve and you want to run ads then that's fine go ahead and do that don't worry about the 500,000 but if you're not local and you are advertising nationally internationally to a decent sized population I would just watch out for for that meta will give you warnings about this um over here on the right hand side but I just wanted to highlight that because something that people often bring up estimated daily results um we haven't got anything popping up in here but in general they are very inaccurate so if

[47:54] meta says things like you may get zero leads you may get zero sales don't worry about it w your campaign anyway particularly when your ad account is new um they don't really know honestly they're just kind of guessing so not something to uh to particularly um stress about and it's something I get a lot of questions about and I understand but just something you need to know that you don't need to worry about okay now it's time to jump over to the ad level okay so then we get into the ad section now in terms of AD name I'd recommend that you do the same with the ad set and

[48:19] campaign right call it something that's going to make sense at a glance so that's usually going to be based on the image or video that we're using and the headlines and things like that so you don't need to worry about that um right now we can do that at the end of setting the ad up then we've got this partnership ad section um you know if you're going to be running ads in partnership with other creators and Brands and businesses then you can turn this on it's going to have both of you featured it's very unlikely going to be doing that if you're relatively new to

[48:45] Facebook advertising so I wouldn't worry um about that it's not going to apply then you've got identity right make sure you've got the right Facebook page selected if you have multiple and then also with your Instagram account you want to make sure that you've got your in stagram account selected as well you saw that there was an option there to create uh to connect an Instagram account if you haven't already um done that okay then we get down into this ad setup section now there are a couple of options in here so we've got create ad which is the default or we could use an existing post so if you've got a video

[49:14] or an image on Facebook Instagram that you really like and want to just use that as an ad to get started you can absolutely do that select user existing post then you'll see various options you can go ahead and select that most people are going to want to um create their ad from scratch here it's unlikely you have something that's a post that would work really well as an ad as well um so I'm going to go through and demonstrate the create ad option creative Hub markup is just not something you need to worry about at this stage then we've got manual upload you can see there is a

[49:38] catalog option depending on what you're advertising and how it's set up like for example you can import a catalog of your products from Shopify if you're an e-commerce store and run a catalog something I definitely recommend that you do as an Advertiser but not yet let's get started with something really simple and along those lines we're going to keep it really simple with format as well so we're going to go ahead and use uh in this case just a single image we can experiment later on with videos carousels and all that sort of stuff so we're going to go with single image as I said I really like reducing the barrier

[50:06] to entry making it easy we can always add other things in that are more complex later down the line which in my experience most time advertisers get really comfortable with the platform within a few days maybe a couple of weeks depending on how much time they're spending in there you can always look to do this stuff later on okay then we've got multi- Advertiser ads um as a campaign at this stage it doesn't really matter way it just means that when someone clicks on someone else's ad are you happy for your ad to be displayed alongside those like smaller if that makes sense um I think it's fine to

[50:35] leave on I'm not a big fan of this feature overall when it comes to the platform but in terms of setting up your campaigns absolutely fine to uh to go ahead and leave that on okay then we get down into the ad creative section the first thing we want to do is add in our image or our video in this case we're going to go ahead and add in an image so there's a few different options in here you may have images already in your ad account in which case there'll be account images and you see various options here here um this is demonstration ad account so you know

[50:59] there's all sorts um you can also click on this there might be images that you've got on your Instagram profile that you want to use or your Facebook page you want to use just select those options and then you know if I click on Instagram images for example we will see that there are various options from you know Instagram that I could go ahead and select and and use and stuff that's been uh been added in but I'm going to go ahead back to account images and I'm going to upload a new image that I just saved um had saved to my desktop um and then I'm going to go ahead and select

[51:26] that and I'm going to go ahead and click next now just to quickly explain the type of AD we're going to be creating I'm going to use something I've used in the past um we've run as an ad that did really well and it's an interior design business something that's quite visual um and we're we're offering something fairly simple um I think it's a good demonstration for service based businesses but I've got other videos that talk about e-commerce businesses and generating sales and all that sort of stuff in case you want to uh to to know how to do that and and do those right okay so then we have the three

[51:54] main placement categories terms of how things are going to look so we already discussed placements at the adset level we've got feeds as one main category stories and reals as another and then this over here on the right in more landscape which only applies to a few so here we can just make a few adjustments to the image that we've uploaded to make it look better so for example that's what it would look like in feeds and stories if we just use that image as is but I think if we go ahead and select one to one yes it zooms and punches in but because it's like an interior we're

[52:21] trying to demonstrate I think that looks better so we're going to go ahead and do this we can't do that with stories we're inevitably going to have this good chunk above and good chunk below and that's fine now in an Ideal World we would replace this image right we would we would click replace and we would have asked in this case because interor design the photographer to take a landscape images and portrait images so that we can crop and make them all look good but as a beginner getting started it's fine to just have the one image it's not ideal but it's okay it's not going to wreck your campaign um you can

[52:49] go with something that looks like this it's not going to look that bad when it actually comes to running and and being shown to people if you spend some time in stories and on on Facebook Instagram and you see the ads that pop up loads of them won't have stuff above or below they won't be so fully optimized for that place an option that's okay over here I think that looks a little bit better than what we had um you can obviously crop like different ways if you want you can replace you can do all sorts okay then we click next then we get into this Advantage Plus creative

[53:15] section what used to be called um standard enhancements and still is and we can just turn on all optimizations which honestly is what I'd recommend um but you might want to have a quick Lo through some of these most of these are absolutely fine you just leave them on and this is basically meta using AI to improve your ad creative for you okay so for example they're going to automatically add music now you probably want to check that music and make sure that it fits with your brand and you're happy with it you can if you want to just go ahead and turn that off right so

[53:42] we could be like no I don't want any music or you can leave it on or you can see some of the various options down here and you could change music I'm going to go through all of that then we've got like relevant comments are going to be displayed underneath your image do you want that yes that that's normally going to help do you want an image filter to make your image look a little bit better and AI is going to work that out automatically yeah that's fine 3D animation doesn't work here image template are you happy for like your headline to be displayed above your

[54:05] image in a little like um bar up here if meta thinks it's going to help improve performance yeah that's probably fine visual touch-ups is very same to the image filter yet go ahead and do it text improvements are you happy for me to move text between headline and primary text and description I think for most beginners that's absolutely fine as well again more advanced advertisers might want to take control of this stuff but when you're getting started I'd go with that without about it um too much and then we've got um expand image so you know where he said the image didn't look as good on um like stories for example

[54:34] meta might be able to fix that for us it might be able to use AI to automatically generate stuff above and below it's what's called image outcropping so a bunch of AI tools I basically recommend that you add these in it's going to be absolutely fine the only one that you really might want to watch out for is that music in my opinion where you think oh that might lead to something that's just not quite right not what I want to do okay so we can go ahead and click done on those and I think we had all those turned on oh we we I turned the

[54:57] music off didn't I so we've got seven out of eight optimizations in there which is fine and we can now also see this preview on the right hand side of what I ads going to look like and we can see it by placement option so for example we've got feeds here this is a Facebook feed that's what our ad's going to look like in a Facebook feed like look looking pretty good uh we could change that and be like what's it going to look like in an Instagram feed well that's what's it's going to look like in Instagram feed at the moment obviously we haven't added the text in what's it

[55:20] going to look like on Instagram stories okay you know yeah that looks decent that doesn't look too bad we we're trying to demonstrate this really cool looking interior we're selling Interior Design Services this all fits right okay then we get to our primary text headline and things like that so I've just gone and uh copied and pasted some primary text in there remember this is taken from um an ad um was very similar to an ad that we run for a client that that did really quite well okay so let me just explain this primary text here we're starting with What's called the call out method moving house question

[55:49] mark redecorating question mark when you include things like that it helps people who are taking actions realize that the ad is for them and then they'll pay more attention to the rest of the ad so when we talking to this interior designer they told us like look anyone who hires us they're either moving house anyway or they're doing like a big remodeling or something like that you don't hire interior designer for small projects so by having this in there someone's just scroll scroll scroll oh yeah I am actually moving house I okay I'll check it and they'll pay more attention to it it's a great little technique that you

[56:18] can throw in into primary text um you can do the same thing with like locations as well like you could be like New Yorkers and then have a bunch of stuff there there's all sorts of cool stuff that you can uh that you can do there um so we've got that to start with and then we've got after that following up with some some benefits associated with the service like this is small Punchy just one sentence after that we'll design a beautiful interior for your home and manage the project for you two big benefits who doesn't want a beautiful interor everyone does and who doesn't want someone else to manage a

[56:45] project for you if that work needs to be done that sounds great we all know there's a lot of hassle involved in that sort of work right so two very very simple benefits and that's a really nice primary text by the way with the with the previews we can see what this looks like so that's what it's going to look like on our stories at the moment we come back up to the Facebook feed we can see that that's where the text's going to be above the image but we keep it nice short simple you can come up with other variations you can add text options you can see primary text 105 you

[57:12] can come up with long form ones get really sort of experimental with the stuff that is up to you but not necessary at this point I think keep it simple okay let's add in a headline so I've just pasted in a headline that is very simple and just describes what it is where offering what's the next step for someone to take do they get 25% off if they buy before the end of you know Cyber Monday do they what do they get in this case the introductory offer for this business is very simply a free interior design consultation if you're moving house you're redecorating you're thinking we we could do with some help

[57:44] on this we don't really know what we're doing let's hire an interior design company oh the first step is to just take go for a a free consultation well that's very low barrier to entry I can go ahead and do something like this it's a very simple but a really nice and effective um little offer and this is on a bit of a lag by the way this preview but it it will pop the headline in for us as we go through again we can add headline options all up to five if we want to I don't think it's necessary yet okay we've also got a description to add

[58:10] in okay so this description is emphasizing what we've already talked about um you know the fact they can get a free consultation in the headline and the headline is going to grab their attention more but it's also then bringing in another benefit want to free consultation with our award-winning designers it's like a little bit of extra incentive to help get them to take that action award-winning that sounds great optimize text by person we've already talked about um where that's allowing meta to move text between various locations Advanced advertisers often don't like that because they want more control I think with beginners it's fine to uh to include that in um and

[58:43] then we've got a call to action button so we can see here over on the right hand side we've got learn more as as the call to action um you just want to select the option that best describes the action that you want people to take so I think learn more is a decent decent option for or someone looking to sign up for a free interior design consultation they're obviously going to come through to the website first they're going to check out the portfolio and just see if it looks like a good option um but we could look to change this up we could change it to sign up for example um and

[59:10] you can see there's lots of different call to action buttons here but just just go with the one that best describes the action you want people to take you don't need to make this complicated or or think about it um too much okay we're just going to leave that as as learn more for now then we've got destination where are you actually going to send people now this just wants to be your website or the specific page on your website where you're actually wanting to send people so I could pop in my website and Heath media for example um that wouldn't be the one we'd use for an

[59:36] interior design business it would be the client interior design business but you get what I mean and you could add in the the specific page so then you've also got the display link where you could display something slightly different if you wanted to There Are Rules around this it's not really something you need to worry about you can see how how the link is being displayed Heath media. cuk and you can see how the ad looks on a Facebook feed and also um you can obviously you know take a look and how is it going to look on Instagram feeds and all that sort of stuff which is uh

[1:00:00] which is useful to be able to do okay in here we've got browser addons again not something I think you need to worry about as a Facebook ads beginner you can add specific things to try and get people to call we're not using instant forms um here so I think it's absolutely fine to to just go with none which is the default same with inst experience and Facebook events things you can play around with we don't do that often as Facebook advertisers but not something you need to worry about at this point um if you want to be advertising to multiple sort of locations or or

[1:00:27] multiple languages within the same location even um with different languages and you can add in um translations and things like that again that's not going to apply to many people and then this stuff down here is all to do with the pixel now we've already talked about that and I said there's a link in the video description to another video talking all about the pixel and how to set it up and and um and that's something that you need to do to be able to track conversions whether it's sales or leads via your website so once you got that set up all this would just be

[1:00:53] taken care of um and you shouldn't have warnings like this saying it's not active the only reason why we have that is because this is an example ad account then you can go ahead and click publish now I'm not going to do that here cuz we don't want to publish this campaign um you don't want to be running an interior design ad through my um accounts that wouldn't make any any sense but you want to click publish met is going going to take a bit of time to review it um and then you'll be able to have your ads go live and they'll start being put in

[1:01:15] front of people and hopefully you start generating leads and sales relatively soon so if I minimize that down and we go to the campaign level now in order for those ads to actually go live you are going to need to make sure that you've got bill set up and you have some sort of payment method associated with your ad account otherwise meth will probably give you warnings and let you know that you need to do that but um otherwise your ads simply won't run so the way to just check on that is if you go ahead and these these two little lines again you just click on billing

[1:01:39] and that'll take you to a section where you can add um payment methods um very easily then you can come in here and add payment methods you can add a card and basically meta wants to make sure that before you run ads you are actually going to be able to pay them so you just come in here and get that all set up if I jump back into ads man there okay and then I also just quickly want to talk about ad campaign structure so we've got the one campaign and you know how I talked about testing different adsets like one adset could be for in our case

[1:02:05] digital marketing interest another adset could be targeting social media marketing interest so what we would do then is we would um change the name of this so we would have this one as digital marketing um it was UK I believe we went with 25 plus um again just information that's going to help you understand what this is but we can save that and that's got the ad within it cuz remember it's teed right so you have your ads within your ad set what we can do is we can highlight this and we can just click duplicate and we can duplicate it into um the original campaign the campaign it's already in or

[1:02:37] into a new campaign there's a few different options there I'm just going to duplicate it into the campaign that's in so we now have the one campaign you can see up here and we've got a digital marketing ad set and what we want to do with this copy is change this to a social media marketing adset get rid of copy and then we want to scroll down and where we've got this in here is digital marketing just delete that and instead add in social media marketing and what this will allow us to do is test different detailed targeting options or you could test lookalikes or lots of

[1:03:11] different things and you can see what performs best and then um and then go from there okay that's just how we set that up you can do the exact same with different ads so here we've got um a simple ad for an interior designer with an image like of like an open plan area but you could test different and then you would just simply click on these three little lines you know duplicate copy the ad and go about exactly what I just showed you how to do then when it comes to the campaign actually running and once it's live you'll start to hopefully see results right so the thing to really keep an eye

[1:03:40] on is this results column here okay so we've got our new year leads campaign when we start generating in this case leads because that's what we've set up the campaign to optimize for we will see how many leads we're generating in results and we should also see cost per result how much is each one of those leads costing us and you can see all sorts of other information but those are the two things I really want to you to focus on CU that's what's important to your business it's going to be how much you pay per lead that determins how successful your campaign is whether it's

[1:04:06] you know performed well whether it hasn't whether it's profitable whether you can scale whether you need to turn it off whether you need to make adjustments it's all based on those metrics it's either your cost per conversion or if you're running like an e-commerce business and and you got a sales campaign you'd often look at your return on ad spend so you know if you spent $1,000 on Facebook ads and you've generated $33,000 in sales then you've got a 3X return on ad spend that would be the the metric that you'll see um I said there's all sorts of other things you can look at but those are things to

[1:04:33] really focus in on now I've just shown you how to create a very simple ad if you want to go the next step further and create epic ads that convert really well and in really impressive I'd strongly recommend you check out this video in it I share a tool that you can use to really quickly and easily produce high quality ad creative I also show you how to write more advanced headlines primary texts and things like that go ahead and check it out

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