Have you looked into paid social media posts and feel a little overwhelmed? Here are some tips on what to do before creating your first Facebook Ads campaign. There are a few steps to take before pushing the ‘go’ button. Have you thought about what you really want to get out of your campaign? How are you going to measure its success? Have you set up billing correctly? This post is going to be a brief overview on how to get your Facebook Ads Manager, promotion ready.
Make a Facebook Ads Account Manager
Before making a campaign, you will obviously need a Facebook Ads Account. These can only be created once you have made a page for the content to come from. You can only promote content from a page, not your personal profile. When creating a page, an ad account is automatically found which you can access on the left-hand side column as you can see below.
When you’re in the Facebook Ads Manager, from the dropdown menu, there is the option for Events Manager. This is where you can set up the Facebook Pixel and track what a user does on your site or blog. When you start the set up, there will be a few option on how to implement. The easiest way is to add the code into the <head> section of your site. If you’re not sure on how to do this, feel free to reach out to me and I can point you in the right direction.
With some website platforms, there are plugins that can integrate this for you. If you look through the ‘Partners’ option, you can see which are supported. WordPress and Squarespace are within those options and it is a simple step-by-step process to do get the Facebook Pixel on your site.
Choose How You Want to Pay
You’ll also need to set up billing in order to push an advert live. If you’re using the Boost Post feature from within your page to get started, you can do this directly from there. If you want to get billing sorted separately, you can select the billing option from the dropdown menu also.
You can set up through a credit or debit card, PayPal or via Direct Debit. There is also the option for Facebook Ad Coupon but I’ve never had access to one of these.
Create Some Audiences
Once your pixel has been set up, there are some key audiences that you can set up to use for your targeting on ads. To do this, head into the audiences section of the Business Manager. When you click on “Create Audience”, you’ll see three options; Custom, Lookalike and Saved. Each has their own benefit but for some of the first things to do before creating your first Facebook Ads campaign, let’s look at Custom audiences.
When you first get started, the three main audiences that I suggest you create are: All Site Visitors in the last 30 days, anyone that has engaged with your Facebook Page in the last year and then the same again for Instagram. As the Pixel picks up more data, you can then create further audiences. For example, users that have been to a specific category, visited your site several times, etc.
Another useful tactic would be to create a lookalike audience from these original ones. When using these with targeting, Facebook will look at the interest data of the users it’s seen on your site or social media and find others that are similar. This is a really easy way to find other people that might be interested in say a specific blog theme, for example, Disney World or Health & Fitness posts.
Set Up Some Conversion Goals
You can find where to set up conversion goals within your Events Manager section. If you’re a blogger, there might not be too many conversion goals to set up but if you’re a small business, this will be vital to set up so that you can optimise towards certain actions. If you’re familiar with adjusting code on your site or adding goals through Tag Manager, you can follow these instructions for set up here. If you’re not, see below.
Go to the settings area and you will see an option for Event Setup and open the tool. Type in your site and then you can open it in a new browser. If you want to track specific buttons, when you click on this option, it will highlight the ones on your pages like you see below.
You can then assign specific actions to these. For example, I have an email button that I have set up as a “Contact” event. You can also set up different URLs as goals if that’s relevant to you also.
I hope this has helped if you were feeling a little overwhelmed. These are some of the most important things you should do before creating your first Facebook Ads campaign. Start off with setting up your billing, tracking, audiences and conversion events and your ads will be off to a great start.