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TableofContents

Introduction............................................................................................4

GettingStarted........................................................................................6

GuidedCreation......................................................................................8

AdTypes................................................................................................11

TargetingOnFacebook.........................................................................17

FindingTargets...................................................................................21

Tips&Tricks..........................................................................................23

Conclusion.............................................................................................26

Resources..............................................................................................28


Introduction

Unlessyou’vebeenlivingunderarockforthelastdecadeorso,you

alreadyknowhowhugeFacebookis.Theyclaimtohaveover1billion

dailyactiveusers,andmanyofthosepeoplespendclosetoanhoura

dayusingthesite,onaverage.

ThebiggestproblemwithFacebookinrecentyearsisthattheirorganic

reach—thepeopleyoucanreachwithoutspendingmoney—has

declinedtonearlyzero.Evenifyouhaveafanpagewiththousandsof

fans,youstillhavetopaytoreachyourownfans.Crazy,right?

It’snotallthatcrazyifyouthinkaboutit.Mostpeoplearefansof

dozens,ifnothundredsofpagesonFacebook.Ifallthosepagesshared

severalarticlesperday,mostofthepostswouldjustgetlost,anyway.

There’sjusttoomuchcontentbeingposted.

So,Facebookhasimplementedsomechangesthatmakeitsothatonly

asmallfractionofapage’suserseverseeeachpost.

Weallknowthiswasn’tdonesolelytokeepFacebook’susershappy.

It’spushedalotofpeopletospendmoneyonads,despitehavinga


hugefollowingonthesite.It’sawondertheydon’thaveamutinyon

theirhands!Butsincethey’resuchahugesourceoftraffic,wealldo

whatwehavetodo,whichispayingforadsevenifwealreadyhave

thousandsoffans.

Yes,itsucksforthoseofuswhopaidforadvertisingtoobtainthose

fansinthefirstplace,becausewethenhavetopayagaintohaveour

postsreachthosefanswealreadypaidfor.It’sdouble-dippingatits

finest.Butifyouwannaplay,yougottapay.Andit’stheirsite,soit’s

theirrules.

Inthisguide,you’regoingtolearnhowtobasicallybeatFacebookatits

owngamebylearninghowtocreateadsthatwillgetbothpaidand

organicreach,aswellashowtogetthemostbangforyourbuckby

learninghowtocreatewidelysuccessfuladsatthelowestprices

possible.

We’llalsocoverthebestwaystotargettherightaudiencefor

maximumprofitability,howtokeepyourcostsdown,andhowtouse

retargetingtopullinpotentiallostsales.

So,let’sgetstarted!


GettingStarted

ThefirstthingyouneedtodoislogintoyourFacebookaccount,or

createoneifyoudon’talreadyhaveone.Youcanuseyourpersonal

Facebookaccountforthisifyouwant,becauseyouradsareinnoway

linkedtoyourname.They’dbelinkedtoyourFacebookfanpage,if

anything.

It’shighlyrecommendedthatyoudoallyourworkwithFacebookAds

onadesktopcomputerorlaptop,notonamobiledevice.Ifyoudon’t

haveadesktoporlaptop,seeifyoucanborrowone,oruseoneata

libraryorinternetcafé.Thedashboardisbuggyattimesonmobile.

Togettoyourdashboard,clickthesmallarrowatthetoprightofyour

Facebookprofiletobringupthedrop-downmenuandclickon

“ManageAds”.

YoucanalsojusttypeintheURLifyoucan’tfindthisoptioneasily:

>>http://www.facebook.com/ads


Ifyou’reusinganadblocker,they’llaskyoutoturnitofforaddthe

webpagetoyourexceptionlist.Oncethisisdone,youshouldrefresh

thepage.

Youmayfindthisdashboardalittleconfusingatfirst.Therearealotof

availableoptions,andsometimestheycanseemalittleredundant.The

sameinformationmayappearinmultiplelocations.Takealittletimeto

familiarizeyourselfwiththedashboardbeforejumpingintoad

creation.

You’llnoticethere’saGuidedCreationmodethatwillhelpguideyou

throughtheprocessandaQuickCreationmodeforpeoplewhoarea

littlemorefamiliarwiththeFacebookAdscreationprocess.

Onceyou’vegotahangofthebasicoptions,let’stakeacloselookat

thedifferenttypesofadsthatarecurrentlyavailable.


GuidedCreation

Ifyou’renewtoFacebookAds,youmightwanttotryouttheirGuided

Creationmode.

Inthismode,you’llhavethreedifferentcategoriesofoptions

(Awareness,Consideration,andConversion)andmultipleselections

withineachcategory.

UnderAwareness,youwillseeBrandawarenessandReach.Brand

awarenessisbasicallywhenyouwanttotargetpeopleastightlyas

possibleforthebestconversionrates,andReachiswhenyouwantto

getasmanyviewsorvisitorsaspossible.

Mostofthetime,Brandawarenessisthebetteroption,becausemost

businesseswanttofocustightlyontheirniche.

UnderConsideration,youwillseesixdifferentoptions:

Traffic,Engagement,Appinstalls,Videoviews,Leadgenerationand

Messages.


Trafficisusedtodrivetraffictoaparticulardestination.Engagementis

tohelpincreaseelementssuchaslikesandsharesofyourcontenton

Facebook.Appinstallswillhelpyougetmorepeopletoinstallyourapp.

Videoviewswillgetmorepeopletoviewyourvideocontent.Lead

generationwillhelpyoubuildyourlist,andMessageswillhelpyouget

moredirectmessagessenttoyourFacebookpage.

UnderConversion,therearethreeoptions:

Conversions,Catalogsales,andstorevisits.

Conversionswillhelpyougetvarioustypesofactionsonyourwebsite

orapp,suchasoptingintoyouremaillist,signingupforamembership,

orwatchingaview.Catalogsaleswilldisplayvariousproductsfrom

youronlinestoretoincreasesales.AndStorevisitswilldrivefoottraffic

toabrick-and-mortarlocation.

Confused,yet?Don’tworry,I’vegotyourback.

Let’ssayyouhaveanonlinestoresellingpetsupplies.Youwanttoget

morepeopletobuyyourproducts,soyouwouldchoose“Catalog

sales”.Thiswillallowyoutoadditemsfromyouronlinestoretoa


catalogofmerchandisethatletyoumakedifferenttypesofadsthat

focusonsellingspecificitems.

Inordertousethistypeofad,you’llneedtosetupyourcatalog.There

arefourtypesofcatalogsyoucancreate:E-commerce,Travel,Real

Estate,andAuto.Theotherthreecategoriesareself-explanatory,and

theE-commercecategorycoversanythingthatdoesn’tfitintothose

three(anythingsoldonline.)

Ifyou’reusingShopify,WooCommerce,BigCommerce,Magento,or

Googletosellyourproducts,theyhaveaprocessthatwillhelpyou

importyourentireproductcatalogquickly.Ifyou’reusingtheE-

commercecategoryforyourcatalog,youcansavealotoftimewith

thismethod.

Eachselectionhasaspecificpurpose,soyoucanchoosetheonethat’s

rightforyourgoals.

Onceyou’vedecidedwhichtypeofcampaignyou’dliketorun,it’stime

tostarttargetingyouraudience.


AdTypes

OnceyougetusedtocreatingFacebookAds,youmightswitchoverto

manualcreation.Thiswillmakeeverythingalittleeasiertocustomize,

butitcanbeabitdauntingfornewmarketers.

Therearemanydifferenttypesofads,butalmostallofthemwill

requiresomesortofimageorvideo.Rightnow,we’regoingtocover

threedifferenttypesofadsthatyou’remostlikelytocreaterightnow.

Linkclickadsarethemostpopulartypeofad.Theycansendpeopleto

yourwebsite,blog,landingpage,squeezepage,etc.Theseadscanbe

placedintherightcolumn,desktopnewsfeed,mobilenewsfeed,

audiencenetwork,oronInstagram.

Therecommendedsizeis1,200x628pixels,90charactersofadcopy,a

25-characterheadline,and30charactersforthedescription.

VideoadsarealsoverypopularonFacebook.Thesecanonlybeplaced

onthedesktopnewsfeed,mobilenewsfeed,audiencenetworkandon

Instagram.


Videosshouldbeineither16:9or9:16ratio,upto4GBinfilesize,and

nolongerthan120minutesinlength.(Thebestperformingvideosare

15-30seconds.)Youradcopycanbeupto90characters.

Boostedpagepostswillhelpyougetmoreviews,likes,comments,and

sharesofpostsonyourFacebookpage.

YoucantargetyourownFacebookpageaudience,orothersbasedon

yourtargeting.Theycanappearonthedesktopnewsfeed,mobile

newsfeed,audiencenetworkandInstagram.

Therecommendedimagesizeis1,200x628pixels,withunlimitedad

copytext,a25-characterheadline,anda30-characterlinkdescription.

Aboostedpagepostwilllookjustliketheoriginalpost,butitwillhave

“Sponsored”atthetop.

Carouseladsaregreatforsellingmultipleproducts,soifyouhavean

onlinestoreorifyousellmanydifferentproducts,itcanbeagreatway

toshowcaseafewtoasingleuserinonepost.Theycanappearonthe

desktopnewsfeed,mobilenewsfeed,audiencenetworkandInstagram.


Recommendedimagesizeis1080x1080or600x600.Adcopyis90

characters,25-characterheadline,and30-characterlinkdescription.

Leadadsareperfectforbuildingyouremaillist.Theycanappearonthe

desktopnewsfeed,mobilenewsfeed,audiencenetworkandInstagram.

Recommendedimagesizeis1,200x628.Adcopyis90characters,25-

characterheadline.30-characterlinkdescription.

Thecontextcardcaneitherbeinparagraphformatwithunlimitedtext,

orasa5-bulletpointlistwith80charactersperpoint.

Thecontextcardheadlinecanbeupto60characters,with30

charactersforthebutton.Youmustincludeaprivacypolicyandlinkto

yourwebsite.

Canvasadsareanewerdevelopmentandhaveseveralmajorbenefits.

Becauseoftheirnature,theycanonlybeshownonthemobile

newsfeed,buttheyareremarkablyeffective.Theyallowuserstoswipe

throughacarouselofimages,tilttheimage,andzoominorout.


Theseadsloadupto10timesfasterthanmostmobileapplications,so

they’regreatatgrabbingattention!

Therecommendedimagesizeis1,200x628.Adcopyshouldbeunder

90characters.Headlineshouldbeunder45characters.Andthereare

manydifferentcomponentsyoucanincludeinacanvasad,including

headerwithlogo,full-screenimage,textblock,imagecarousel,auto-

playvideo,andmanymore.

Playaroundwithdifferentoptionsuntilyoufindonethatconvertswell

foryou.

Pagelikeadswillhelpyougetmorelikestoyourpage,butit’s

importanttokeepinmindthatthisisprobablynotthebestuseofyour

marketingdollarsifyou’relookingforpureROI.

Remember,haveahugepageonFacebookisn’tworthasmuchasit

usedtobe,becauseorganicreachisnexttozerothesedays.This

meansyou’llhavetopayforthesametraffictwice,becauseyou’llhave

topayoncetoobtainthefans,andagaintobeabletoreachthosefans.


That’snottosaypagelikesaren’tvaluable.Ifsomeoneisafanofyour

page,itusuallymeanstheyareatleastsomewhatinterestedinwhat

youhavetooffer.

Thismakestargetingyourotheradsalittleeasier.Justkeepinmind

thatpagelikeadsshouldbeconsideredapartofyouroverall,long-

termmarketingstrategy,andnotashort-termsourceoftrafficand

sales.

Pagelikeadscanbeshownintherightcolumn,desktopnewsfeedand

mobilenewsfeed.Choosingtherightimageiscrucial,sobesuretotest

afewdifferentonestofindthemosteffective.

Pagepostphotoadsaremeantforincreasingengagementonyourfan

page.Ifyouchoosetherightphoto,you’llgetalotofcomments,likes,

andshares.

Youcanevendropalinkintothedescription,butyouaren’tlikelyto

gettoomuchtraffictoit.Thistypeofpostismeantprimarilyto

increaseengagement.


Pagepostphotoadscanbeshownintherightcolumn,desktop

newsfeedandmobilenewsfeed.

Therearelotsofotheroptions,aswell,buttheothersaremeantfor

veryspecificpurposessuchasgettingpeopletoaneventorgetting

peopletoinstallanapp.Youcanexplorealloftheotheradoptionsif

anyofthemapplytoyou.


TargetingOnFacebook

TherearehundredsoftargetingoptionsonFacebook,andthey’re

addingmoreallthetime.

Youcantargetbybasicdemographicssuchaslocation,languages

spoken,education,wheretheylive,theirpolitics,religion,relationship

status,age,andoccupation,butalsobydeepermethodssuchas

hobbies,entertainment,businessindustries,andmore.

Plus,thereareadvancedtargetingmethodssuchaslookalikeaudiences

thatwillletyoutargetanextremelyspecificgroupofpeople,and

websitetrafficthatwilltargettopeoplehaverecentlyvisitedyour

website.

Ifyoualreadyhaveanexistinguserbaseofsomesort—suchasan

emaillist,phonenumberdatabase,etc.—youcanimportitinto

Facebookandletthemmatchthedatatoasmanyoftheiruserprofiles

aspossible.Thiswillhelpyoutargetpeopleyouhavealreadydone

businesswithorconnectedwithinthepast.


Lookalikeaudiencesarealsogreatifyouhaveexistingusersortraffic,

becauseyoucannotonlytargetpeoplewhohavevisitedyourwebsite

orsubscribedtoyouremaillist—butalsotoprofilesthatareextremely

similartothosepeople.

Thisextendsyourreachbeyondyourownnetwork,butstillallowsfor

fairlytighttargeting.

Youcanalsotargetbylocation,soifyouhaveabrick-and-mortar

location,orifyouknowyourproductappealstopeopleinspecificareas

morethanothers,youcannarrowdownthatway.

Forexample,ifyou’resellingproductsspecificallyforGermancitizens

whohavemovedtoothercountries,you’dwanttotargetjustthose

countriesthathaveahighGermanimmigrantpopulation,andNOT

Germanyitself.

OrifyouaresellingaclassonspeakingSpanishforFrenchspeakers,

you’dwantedtotargetFrance,andperhapstheFrench-speakingareas

ofCanadaorothercountries,butnotSpainorMexico.


Thiscanevenbeusedtoexcludecertainareas,whichcanbehelpfulif

yougetalotoffraudfromacertainlocation,orifyouknowthetraffic

fromcertainplacesconvertsterriblyforyou.

Youcantargetbyageandgender,butunlessyou’reabsolutelycertain

ofyourdemographics,youmightwanttoleavetheseopen.

Forexample,youmightbetargetingwomen’slingerieadstofemales,

andlaterdiscoverthatmalestendtobuymoreofyourlingeriefortheir

partners(orthemselves)thanwomendoforthemselves.Inthatcase,

you’dhavemissedoutonalotoftrafficandsales.

Youcanletthetargetingworkitsmagicandfindtargetuserswithout

focusingonageorgender.

Youcantargetbythelanguagestheyspeak,whichisveryhelpfulifyour

materialisinaspecificlanguage,orifyou’remarketinglanguage

services.

Finally,there’smoredetailedtargeting.Here,youcantargetthings

suchasinterests,behaviors,andmore.Youcantargetbyeducation


level,fieldofstudy,ethnicbackground,housingstatus,interests,

hobbies,whattheybuy,whattheyread,andsomuchmore.

It’sagoodideatoreallygothroughallofthetargetingoptions

availableandlookforthosethatmightfityourtargetdemographic.

Forexample,ifyouaresellingpetsupplies,youwouldwanttotarget

petowners,andyoumightalsowanttotargetpeoplewholikeCat

FancyorDogFancymagazine,peoplewholiketheAmericanKennel

Club,andpeoplewholikePetSmart.

Ifyou’resellingcars,youmightwanttotargetpeoplewhoboughttheir

carmorethanthreeyearsago,astheywouldprobablybethemost

likelytobuyacar.Youmightalsowanttotargetyoungpeople(under

25)whohaveneverboughtacarbefore.

Rememberthishandylittlemottothatyoucanusetofigureoutwho

youshouldbetargeting:

“THIS person would do this, but no one else would.”


Forexample,yourtargetaudiencememberwouldreadCatFancy

magazine,butnooneelsewould.(Meaning,nooneexceptsomeone

whoreallylikescatswouldbelikelytoreadit.)

It’scriticaltoknowasmuchaspossibleaboutyourtargetdemographic,

sotakeeveryopportunityyoucantolearnmoreaboutthem.

FindingTargets

Itcanbetoughtofigureoutexactlywhattypeofinterestsandpagesto

targetifyou’renotextremelywell-versedinyourniche.Let’ssayyou’re

targetingthegoldniche,butyou’renotabiggolferyourself.

You’dobviouslytargetfansofthePGATour,andprobablysomeofthe

biggolfclubbrands,andofcourseafewofthebiggestnamesingolf

fromyesterdayandtoday,butwhoelse?

You’llneedtodigdeeper,becauseyouwanttotargetonlythemost

die-hardfansofgolfinordertokeepconversionshigh.

Let’ssayyoutargetTigerWoods.Howmanyofhisfansaredie-hard

fansofgolf?Quiteafew,I’msure,butthereareprobablyalsopeople


whofollowhimonlybecausehe’sabigname,orbecauseofthescandal

hewasinvolvedin.Theymaynotevenbeinterestedinthegameofgolf

itself,justtheindividual.

So,it’sagoodideatodrilldownasfarasyoucan.Rememberthat

motto:

“THIS person would do this, but no one else would.”

Researchyournicheasthoroughlyaspossiblesoyoucanfindoutwhat

peopleinyourtargetnichewouldbeinterestedin,butnooneelse

would.


Tips&Tricks

HereareafewtipsandtricksthatwillhelpyoutakeyourFacebookAds

marketingtothenextlevel.

• Besuretousetextonyourimages,butremembertokeepit

under20%ofthetotalimage.(Checkyourtextoverlay

percentagehere:

https://www.facebook.com/ads/tools/text_overlay)

• Don’ttrytolumpallyourdemographicsintoasingleadunless

youknowyourtypicalbuyersareextremelysimilar.

Let’ssayyourunastoresellingmovies.Peoplewholikeaction

moviesmightnotalwayslikeromancemovies,soit’sagoodidea

tocreatemultipleadstoappealtoeachspecificgenre.Thenyou

canchangeorkillanycampaignsthataren’tgettingasolidCTRor

ROI.

• Stickwiththedesktopnewsfeedplacementoptioninitially.It’s

themosteffectiveinalmosteveryscenario,andhasadecent

averagecostperclick.Thebiggestexceptioniswhenyou’re


specificallytargetingmobileusers.Inthatcase,usethemobile

newsfeedplacement.

• Testoutmultipleadformatsandthenstickwiththefewthat

performbestforyou.Tryoutstufflikecarouselads,canvasads,

andvideoadsiftheymakesenseforyourbusiness.Younever

knowwhatmightperformbest.

• Uselotsofbrightcolorsinyourimagesandvideostograb

attention.TrynottoblendinwithFacebooktoomuch!

• Ifyou’rehavinganysalesorspecialevents,besuretomention

thatinyourads,butdon’tforgettoputatimelimitontheadif

yourspecialswillexpire.Noonelikestoclickanadonlytofind

outthedealisexpired!

• Includeastrongcall-to-actionineveryad.Wantpeopletooptin

toyouremaillist?Tellthem!Wantthemtobuy?Tellthem!A

strongcall-to-actioncanmeanthedifferentbetweenstellar

resultsandnoresults.

• Don’tfocussomuchonCTRthatyoulosesightofROI.Spending

toomuchtimetryingtooptimizeyourCTRmaysaveyousome


moneyonyourads,butiftheresultsharmyourROI,youwilllose

moneyinthelongrun.


Conclusion

Facebookhasbeenoneofthebiggestsourcesoftrafficonlineformany

years,butrecentlyitsorganicreachhasdeclinedtothepointwhereit’s

almostnecessarytopayforadsifyouwantanysignificanttrafficfrom

thesite.

Thisisn’talwaysabadthing.Withoutsomuchorganicclutterfrom

pages,adsaremoreeffectivethanever.Theyarenoticedeasier,

becausethere’slesscontenttosiftthrough.

Fortunately,FacebookAdscanberemarkablyaffordableifyoutakethe

timetochoosetherightadtypeforyourneedsandoptimizeyour

campaignsproperly.It’simportanttotestdifferentoptionsandtryto

findthebestcombinationforyourneeds.

Takethetimetofamiliarizeyourselfwithallofthevariousoptions

availableintheadcreationdashboard.You’llwanttocloselystudy

targetingandplacement,astheseoptionscanhaveahugeeffecton

thesuccessofyourcampaign.


Remembertostickwiththedesktopnewsfeedplacementinthe

beginningunlessyouarespecificallytargetingmobileusers.You’llsave

alotofmoneythisway.Youcanalwaysbranchoutlater.

ThisconcludesourguideonFacebookAds.Ihopeyouenjoyedit.

Goodluckwithyourcampaigns!


Resources

Foryourconvenience,herearelinkstosomeoftheresources

mentionedthroughoutthisguide:

FacebookAdsDashboard

>>http://www.facebook.com/ads

CheckYourTextPercentage

>>https://www.facebook.com/ads/tools/text_overlay

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