This blog post is part 11 of a 13-part series on '13 Steps to Becoming a Killer Facebook Ads Strategist.' This series is running weekly from June 9 - September 1.
You guys!!! It's finally time to take all the steps we've learned and actually create our amazing ads that will convert. I'm so excited that you've taken the time to go on this journey with me. Are you ready to get started?
You already know about Ads Manager and Power Editor and Pixels and Analytics and Landing Pages, etc. because you've been diligently following along in this series. So, we are going to jump right into Power Editor and start creating our ads by clicking on 'Create Campaign.'
From here we can see a whole layout of the advertising process. For my objective in this ad, I'm sending people to a landing page to sign up for my webinar on email marketing.
Decide what your campaign objective is and click 'continue.' From there we will name our campaign (mine is called 'Clicks to Webinar Ad)', and create our 'Ad Set' to establish who we want to show the ad to, and decide on a budget for our campaign.
In this particular ad set, I'm targeting Small Business Owners who live in Washington State because I want to test out my local-ish market, and small business owners are my ideal client. You can see my budget is $8 per day and I have no end date for the ad. Since my webinar is always running on autopilot, my ads will go to the registration page until I decide to turn the ad off.
Down below you can see exactly what my targeted audience looks like. I'm not using a custom audience in this ad as you can see from the blank field at the top, but I could easily create another ad set to target just people on my email list.
You can see that I'm using location targeting by inserting the state of Washington in the location area, and I'm only targeting women between the ages of 24 and 65+. Also, I'm targeting those women who have said they were small business owners and who are not already fans of my business page. Excluding my page will get me in front of people who don't already know me. I could create another ad set only targeting fans of my page. The options seem limitless and you'll have to TEST what works best for you. It isn't unheard of to test 10 ad sets to find out what is going to work the best for you!
I've placed my ad all over Facebook and excluded Instagram and the audience network for now. I'm also letting Facebook deliver my ad to get the best results. After filling out the ad set requirements, Facebook tells me that I can reach about 150,000 people and that based on my $8/day budget, I can reach approximately 950 people each day. Now let's go and create the actual ad.
Now the fun and creative part. Creating the ad. I've given my ad a name and attached it to my business page.
In this example, I'm just creating a simple ad with an image. If I had a boutique or offered products, I would test the carousel ad since it's more interactive. I simply upload my image that I already created in Step 3 of this series and know that it's the perfect size. Pay attention to the 'destination website url.' You can see that this url has the UTM parameters I set up in Step 5. This allows me to track the url in Google Analytics. I named it 'SmallBiz' as you can see at the end.
I have another ad set that I'm testing targeting Amy Porterfield's page, and the UTM name for that one is just 'Amy.'
Also, you don't actually have to put a 'display url' in that section. I always just put the name of my business. You can also get fancy and put anything you want in here, almost like a second call to action.
Now we begin writing our ad copy! This is a great place to test out your copywriting skills that we learned in Step 9. Since I'm targeting two audiences, Amy and Small Business Owners in Washington, I've got two different messages in each ad. Play around here and ask a question or drop a statistic. Your headline is important as well as your call to action. 'Learn More' seems to be the most clicked on CTA.
And here is the final ad for Small Business Owners in Washington!
And here is the final ad for Amy.
The text is different for each ad set. Now I just have to let these run for at least 3 days to see what kind of response I get! We've got everything set up properly and now we get to watch the activity in Ads Manager. Next week we will look at reporting.
You are a rock star!
If you want to take this email marketing class. Just click here!