using facebook to your profitable advantage module 2€¦ · *facebook advertising and marketing...
TRANSCRIPT
Using Facebook To Your Profitable Advantage
Module 2
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*Facebook Advertising and Marketing methods may have changed since this document was written and/or published. We continually strive to update when and where needed.
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MODULE TWO
CREATING FACEBOOK BUSINESS MANAGER
Before running Facebook ads you need to have an ad manager account.
Every Facebook user has its own ad manager account ready to use, but we
usually don’t use it because has limited features, plus you can only create
one Facebook pixel.
What is Business Manager?
Business Manager is a tool inside Facebook designed for managing your
Facebook Pages and ad accounts.
By using Business Manager, you can:
Manage access to your Facebook Pages and ad accounts and see who
has access to your pages and ad accounts as well as remove or change
their permissions.
Work with agencies – you can also share your Business Manager
account with agencies so that they can help you manage your ad
campaigns.
You can have multiple ad accounts and users all combined under your
one Business Manager account.
Right now you need to create your own Facebook business manager account
for your business by following these steps.
1) Go herehttps://business.facebook.com
2) Create An Account.
Login If You’re Not Already Logged In
Now, if you tried creating an account without logging in through your
personal account first, you will see the following screenshot below.
This is for security purposes. Log into your personal Facebook account and
continue to step 2.
Step 3: Create A New Business Manager Account
Once you have logged in, you will be asked to create your business manager
account. The following screenshot should be what you see on your screen.As
you can see, your Facebook Business manager account gives you access to a
lot of benefits.
Enter Your Business Name
Now, put in your Business Name, making sure your business name is
consistent at all times. This includes capitalization in all the correct places.
Make sure to double check for spelling errors now, as it can be a pain to try
to fix later.
Create A Profile
This step requires you to fill in some personal information. Again, Facebook
will ensure that nothing from your personal Facebook account can be seen
by your employees and/or co-workers.
Fill in your first and last name, plus your business email and click finish!
After you’ve click “finish,” you will be directed to the Business Manager
welcome screen.
Your account is now ready to go!
Click on the setup guide to get access to your (or your client’s) pages,
accounts, and apps!
Now that you’ve successfully created your Facebook Business Manager
Account, let’s look at your three options.
With Business Manager, you can now easily request, claim, or add new
assets depending on the goal of your business.
What Are Your Options With Your Business Manager Account?
Having successfully set up your business manager account, you can now
continue to create, request, or claim your first asset!
Look at your dashboard screen and you will see these three options: add
page, add ad account and add people.
First, click on add Ad Accounts.
Choose one of the 3 options: Add Ad Account, Request Access to an Ad
Account or Create a new Ad Account. See below for additional information.
The meaning of these 3 options:
Add an Ad Account: Adding an ad account moves it permanently into the
Business Manager.
You must be both the owner of the ad account and an admin in Business
Manager to add the ad account.
Please note that once you add an ad account and it's moved into your
Business Manager, this action cannot be reversed. All management of your
ad account must be completed within your Business Manager profile.
You also can't add an ad account that's owned by another Business Manager.
If you still want to work on an ad account that's owned by another business,
you need to request access to it.
Request Access to an Ad Account: If you request access to an ad account in
Business Manager, the admin of that Business Manager will grant you
permission to work on it.
Create a new ad account: If you create a new ad account in Business
Manager it will permanently belong to that Business Manager.
Once created within Business Manager, the ad account cannot be transferred
to an individual owner who does not have a Business Manager.
If you don’t have any account yet, create a new ad account, click “create ad”
account, then enter the name of the ad account.
Once you have the account name, it is time to create Facebook pixel. Click
on business setting, then on people and assets, then pixel, to set your
pixels.
Next, click on “create a pixel” button to set up your pixel.
Name your pixel, while accepting the terms and then click “Next.”
When choosing a pixel name, keep in mind that you only get one pixel for
each ad account, so the name should properly represent your business,
rather than a specific product or ad campaign.
Then, click “next” to create your Facebook pixel. Once you create your own
pixel you can see your Facebook pixel id in the pixel section
The next step is to add roles to your own business manager ad account.
Add yourself or someone else to manage your Ad Account.
Click on business settings, then people and assets section
Assign Ad Accounts
Once you create a pixel, click “Assign Ad Accounts” to associate your pixel
with an ad account.
You'll need to assign an ad account so that you can take advantage of the
pixel's measurement and targeting capabilities when you are creating ads for
your business.
Note; All new businesses are able to create 1 ad account.
Once there is active spend on your ad account, you can host a maximum of
5 ad accounts and then request more later on. Just be aware, Facebook
won’t let you start spending unless you’ve entered a valid payment method
and shared additional business information.
Setting Up Your Billing & Payment Information
Once you land on the Billing page, you can:
1. Add new payment methods
2. Edit your current payment methods
3. Set your account’s spending limit
To add a new payment method:
1. Click on the green “Add Payment Method” button
2. Choose the method you want to add
3. Fill in your information
4. Click on “Continue”
Once you assign yourself to your ad manager, it’s time to go to your ad
manager and create your first ad.
FACEBOOK AD MANAGER
First, I want to explain different strategies that can be applied to advertising
on any paid advertising platform. When we talk about Facebook advertising,
you need to be aware that they are always updating their Terms of Service.
They also update their algorithms in hopes of delivering the best content for
their users while making it a stronger company.
What this means to you is that these changes make something that worked
well last year, not work so well this year. Something that was working two
years ago may not work at all or could even be working again. You will want
to really to look at your overall advertising strategy all the times when it
comes to Facebook advertising.
To maintain consistent revenue, we are always testing new ad sets, ads,
products or services to accomplish the ultimate end objective.
Ten mistakes to avoid in your Facebook ad strategies
Number one
Strategy and objective
If you have no strategy and you're just simply making an ad that has no
purpose, it is not a good idea. Ideally, you need to have a strategy for
creating the ad. Without a good strategy, you’re just burning up your budget
– fast!
You should first write down your objective. Why do you want to create the
ad? In ecommerce, the objectives are usually:
• The Purchase
• Post engagement
• Brand awareness
Then, how will you archive your objectives?
• Define your budget
• Define how to market by using copies, images or videos and etc.
• Define the locations, gender, age range, behavior, interests and etc.
Number two
Correctly define your audience.
If you don’t properly define your audience, you can expect to leak your
strongest audience and will then end up losing money.
When it comes to Facebook ads, Facebook is capable of defining your
audience based on three (or more) categories.
• Demographic
• Behavior
• Interest
When you properly define your audience you can target them better and
don’t hesitate to run ads to smaller audiences. Remember not everything
you advertise will fit everyone’s needs.
Number three
Coordinate a relationship between the ad and the landing page of the
product. Make sure what you show on ad is available on the landing page to
avoid getting a lot of clicks but no conversions. Make sure when a customer
clicks on your ad and goes to the landing page, they see the same thing that
you have advertised in the first place.
Number four
Avoid Duplicating Ad Sets so there is no overlap that would cause your
conversion costs to increase.
Number five
Review your Ad before you run it to make sure everything is the way you
want it and that you have followed Facebook’s ad policies.
Some policies are:
• Avoid adding too much text to your image or video. It narrows your
reach and FB prohibits too much text.
• Avoid using words like nude or any other related words in your ad
copy.
You can read more policies here https://www.facebook.com/policies/ads/
Note: If for some reason you were to lose your ad account, you can chat on
Facebook direct here:
https://www.facebook.com/business/form/chat
Number six
Avoid Choosing the wrong campaign and/or objectives. Make sure you focus
on your objectives based on your goals and why you are running the ad.
Number seven
Avoid Increasing your budget way too fast. Do not increase more than 30%
of your initial budget when you begin to scale the ad.
Number eight
Be creative in your ad. Video will capture people’s attention and many stop
on their news feed for attractive images or video.
Number nine
Ad copy is much different than copy for brand awareness or post per
engagement copy. Make sure the copy says exactly what action the
customer needs to take.
Number ten
It is important to analyze your Facebook ad report. Many people don’t or are
too late to fix even a few small things that could cause the ad to better
perform.
This completes Module 2… Please continue to Module 3…