Learn Facebook Advertising in One Day (10,000 Words)

Many people ask, is it difficult to learn Facebook advertising? In fact, just like learning to drive, it is very simple to learn how to operate. It takes at most one week for beginners, and 1 to 3 days for those with high comprehension.

But to become an excellent veteran driver, driving for 3 months, 1 year, and 5 years are completely different concepts; and the level of investment is mainly related to two factors: Depth - the scale of investment - how much money has been "burned" Breadth - how many projects have been invested To become an investment expert, you must go through the above two processes. In order to let newcomers learn skills as quickly as possible, we launched the "1-day Quick Investment" series. After learning this article, the actual operation of the account background will be basically no problem:

Preparation before launch

1.1 Create a personal account

First we need to register a Facebook account.

Open the Facebook website and click to create your account.

A personal Facebook account is like your personal WeChat or Weibo. If you want to use any WeChat features, you must have a personal account.

Similarly, if you want to use any Facebook features, you must first create a personal account.

We registered an account on Facebook.com, filled in basic information, completed the registration, and logged in to the account.

Facebook homepage: Click on your name to see your timeline, which is similar to WeChat Moments, and you can post updates yourself.

1.2 Facebook Page

In addition to your personal account, if you need to promote your own products or services, you also need to create a Facebook page.

A Facebook homepage is like a WeChat public account. If a company wants to do any commercial activities such as pushing advertisements, it needs to do it through the homepage Page number.

So a homepage is a must for running Facebook ads.

In addition, the homepage is also a platform for interacting with fans, where tweets, activities, etc. can be posted.

To create a Facebook homepage, you can click on the drop-down box in the upper right corner to create the homepage you want to promote, and follow the prompts step by step to complete the creation of your homepage.

1.3 Open an advertising account

Once you have a personal account and product homepage, we can move to the next step, which is to open your advertising account. First you need to register on the business management platform Business Manager.

Registering for Business Manager can make it easier for us to manage homepages and advertising accounts, and we can also use its various functions, such as creating pixels, audience analysis, etc. A Business Manager can manage multiple advertising accounts, fan homepages, and add multiple administrators.

Especially for those who need to open an account through an agent, a Business Manager is even more necessary.

Business Manager registration address: business.facebook.com.

The registration process is convenient and quick, just follow the prompts.

1.4 Business Management Tools

After opening an advertising account, enter the advertising management in the drop-down menu on the homepage. Here you can see the business management tool BM, and the display functions are very clear.

For us, the most important functions of Business Manager are as follows: ① Manage accounts and ads ② View delivery data ③ Create Pixel ④ Create Page homepage ⑤ You can use Audience ⑥ Perform audience analysis through Audience Insight

With Ads Manager, you can: ① Quickly copy ads, ad groups, and campaigns ② Edit all ad settings, such as targeting and budget, in one place ③ View all important metrics on one summary page ④ Customize charts to view the metrics you care about most ⑤ Manage audiences ⑥ Manage materials and creatives

Let’s go back to the account opening part: In fact, you can also open an account in the background of the BM business management platform, but once some violations occur, your Facebook account will be blocked and it will be very difficult to unblock it.

Therefore, it is recommended that you open an account through a Facebook agent. If your account is really blocked but there are no violations, it can usually be unblocked.

If the investment consumption is large, it is recommended to find an agent to open an account, and you may also get some rebates. 1.5 What products are restricted? Before launching a promotion, you must know what products you can promote.

Some Facebook products will be restricted, including 30 prohibited products and 13 restricted products.

You can learn more about Facebook’s advertising policy at https://www.facebook.com/policies/ads

Building a data monitoring Pixel 2.1 What is Pixel?

Pixel configuration is one of the most important preparations before advertising. It is used to monitor the entire promotion process and user behavior on the website.

First, let’s take a look at what Facebook pixel is. Pixel is a code used to track user behavior, similar to Google tracking code. If you want to monitor ad conversion effects, the pixel must be installed.

In fact, you can think of pixels as a tool to assist in monitoring user behavior. Pixel is a piece of monitoring code generated by Faecbook. As long as the website administrator installs this code on the corresponding web page, for example, when a user clicks on a Facebook ad and jumps to our website, it can be recorded by Faecbook for attribution analysis.

When we operate a website, we do not need auxiliary tools to monitor changes in website traffic. The same is true when placing FB ads. If you do not install Facebook PIXEL, you will not know many more detailed results. So I suggest that if you are an e-commerce website or a corporate image website, have any sales activities, and are very concerned about the ROI, you must install Faecbook pixels.

After installing the pixel, Facebook can track the user's behavior on your website and provide corresponding optimization data for your ads. A classmate asked, if it is an App, can it be installed on Pixel?

For app promotion, you don’t need to install Pixel. If the app is promoted in the Apple Store or Google Play, the monitoring method is to connect to a special monitoring tool such as Appsflyer or Adjust. This part will be introduced separately.

2.2 What are the benefits of installing Pixel?

Facebook Pixel has three specific benefits:

Compile website statistics and monitor audience behavior.

The statistical data can be used to optimize subsequent advertising.

Through these data, you can find: Few people click on the ad, the reason behind this may be that the creative is not attractive or outdated. There are many clicks but few conversions, the reason behind this may be the landing page problem. There are few ad impressions, maybe the bid is too low or it is a peak season for competition...

Improve ROI through remarketing. Through pixels, you can do remarketing with precise advertising targeting people in specific events, such as recommending foundation to people who have bought lipstick, or recommending phone cases to people who have put their phones in the shopping cart...

Building Similar Audiences The so-called Similar Audiences is a very powerful tool on Facebook. Simply put, it is to expand the existing audience to include audiences with behaviors and tags similar to the original defined audience. For example, first set people who have bought lipstick as a custom audience, and then let Facebook find similar people based on the characteristics of these people who have bought lipstick, and then you can promote perfume and other related products to them.

2.3 How to create a pixel to monitor your advertising effectiveness?

How to create a pixel to monitor your advertising effectiveness?

You need to follow the following nine steps: First, find [Pixel Code] in the drop-down menu of the Business Management Platform;

2. In the left menu bar of Business Settings, find [Data source] in Pixels and click Create Pixel.

3. Give the pixel a name and the website to monitor (optional), then click OK to set up the pixel now.

There are three options here. Some e-commerce sites, such as Shopify stores, have already integrated pixels. You can directly copy and paste the pixel number. If you build your own website, you can embed the pixel code on the website, or you can install it through a third-party tool such as TagManager. You can choose to use the associated partner platform or set it up manually. We choose [Manual Setting].

4. A string of the website's original code will pop up at this time: Paste the Facebook pixel code between the <head> and </head> tags of the web page. You may have copied other code between the head tags before, so you can just paste the pixel code below the current code and above the </head> tag. (You can ask your network administrator to do this or do it yourself. It is very simple. If you have installed GA code before, the basic process is the same.)

5. Install using Facebook pixel basic code: The Facebook pixel code is shown in the figure above. The string of numbers after [fbq('init',] in the middle is the pixel ID or you can also see the Pixel ID in the management backend. For example, in Google Tag Manager or Shopify backend, find the Facebook Pixel option in the Preference entrance of Shopify backend and fill in this ID. We click Continue.

6. Below you can set the parameters for each event and then generate the [standard event code]

Facebook tracks 10 standard events across different industries and automatically optimizes ads based on those events. If you need to monitor other events, you can create custom events.

【Other categories】

7. Click the [Other Business Categories] button, and the custom conversion parameter settings will pop up. Add a URL or portion of a URL that represents a custom conversion

(For example, a thank you page after registration or purchase, the URL contains /thanks.php). This is equivalent to using shopping standard parts. If you use URL equals, also be sure to include the domain name (for example: www).

There is no need to include "http" or "https". Then click Create.

Note that the maximum number of custom conversions per ad account is 40.

8. Generate the code and install the Pixel on your website. The key here is that every page of your website should contain Part 1 [Base Code] (that long string of numbers), but different pages should use different codes in Part 2 [Standard Event Code] (such as the add to browse page or shopping cart, etc.). For page load events: place the code just below the end of the header section of the page (for many sites, this means just below the opening <body> tag);

For user action events: Add the event code between the script tags directly below the action you want to track (such as a button). If you have some basic knowledge of web pages, these operations are not difficult, but if you are a novice, it is recommended that you let the network administrator or operator install it. 2.4 Check if the pixels are installed correctly

Create Facebook ads

3.1 Advertising Account Structure

Before talking about this part, let me popularize the concept of advertising levels. Facebook ads are divided into three levels from large to small: Campaign, Ad Set, and Ad

The variables that need to be selected at each level are as follows: Campaign: mainly to set the target ad group for advertising Ad Set: audience, placement, budget, bid, optimization method, etc. Ad: format, material, copy, link, etc.

3.2 Create an Ad

Regarding the question of how to plan the account hierarchy structure, a special article will be published later to explain in detail.

So next, let’s go directly into the practical aspects of creating a Facebook advertising account. The specific steps are as follows: 1. First, we need to enter the operation background of Facebook advertising creation.

On the Facebook homepage, click the drop-down menu in the upper right corner, select Create Ad, and then you can enter the Facebook ad management tool backend.

2. Choose your marketing goal

Before launching your ad, Facebook will ask you to select a marketing objective.

Facebook offers more than 10 targeting options, here we briefly explain:

The two below brand awareness are rarely used.

The two goals of brand awareness and number of people covered, as the name suggests, are to let others know your name, mainly by face recognition.

Traffic is not used much. Some people may want to try it, but the quality of traffic brought by it is really average, and not many people actually use it. Engagement rate, this is more commonly used in e-commerce. Some cross-border e-commerce companies can easily place orders simply by participating in interactive advertising. For interactive advertising, you can choose post interaction, i.e. PPE (Page post engagement), or you can choose homepage likes and event responses.

Generally speaking, you can try to invest in PPE and homepage likes to attract traffic. The goal of application installation volume is to promote the installation volume of the App.

Video views. If you have video material, you can try this goal because Facebook will record the viewing time. Then you can generate a customized user list based on different viewing times and do remarketing. Lead development, also known as sales leads, is to make customers interested in you and then fill in information, such as email address. It is suitable for promotions such as game preheating, car test drives, and software trials.

The message interaction volume is to attract users to provide Messenger to interact with you, which is not used much. Conversion volume. Generally, the most direct goal of an e-commerce website is conversion. When shopping on the website, you are required to install Pixel when selecting a conversion goal. You can use Pixel's standard events or custom events as the target events for the conversion. Conversion ads include different events. E-commerce generally chooses shopping. Of course, we can also customize events.

At the ad group level, you can select specific events, such as viewing content, adding to cart, payment, and purchase. Catalog promotion, also known as DPA dynamic advertising (DPA advertising, full name Dynamic Product Ads), Chinese called "dynamic product advertising", abbreviated as "dynamic advertising", can create advertisements that automatically display catalog products based on the target audience. Its feature is that it can create personalized advertisements for each customer based on the behavior records of potential customers.

This type of advertising is ideal for businesses that have a large number of products and want to create personalized advertising for potential or existing customers, especially for e-commerce.

Simply put, DPA is to analyze users' interests and needs in a customized manner based on their historical operations, and push targeted advertisements to them, usually using algorithms.

DPA mainly uses data captured by Pixel for remarketing, which requires uploading a product catalog. Shopify stores can generate a product catalog with one click through the APP. Self-built websites can upload tables or upload via FTP.

Store visits can be used to promote stores to surrounding users, such as stores with multiple branches, which is suitable for merchants with offline stores. Usually, e-commerce companies only need to invest in the following goals: engagement, conversion, and catalog promotion.

The order of delivery is generally to start with interaction, then conversion, and finally catalog promotion.

Please note that here I only talked about starting to invest, and did not say stopping. It does not mean that after investing in interaction, the interaction will stop and only investment will be made in conversion.

Interaction and conversion can coexist, interaction and DPA can coexist, and all three can coexist at the same time. 3. Enter campaign and ad group names.

After selecting your marketing objective, enter a name for your campaign. A campaign can have multiple ad groups.

There is an option here called “Split testing” which can be set up at the campaign level.

It allows you to test different versions of ads to find out which ads are most effective and improve future ads. This is actually the so-called AB testing, which is very practical (we will go into detail about how to do a good job of testing in a later article)

4. Campaign budget optimization “Budget optimization” can now be unchecked: Campaign budget optimization is used to optimize the allocation of campaign budgets among various advertising groups.

In short, if you check this box, Facebook will continuously automate your budget, automatically looking for the best opportunities to achieve results across your ad sets, and allocating your campaign budget in real time to achieve those results.

A campaign budget is a budget set at the campaign level, not the ad group level. You can set a budget for each day your campaign runs (daily budget) or for the entire duration of your campaign (total budget).

5. Set regional currency and time zone. Click "Set up ad account" to select your region, currency and time zone. This must be selected correctly at one time because all your advertising bills and reporting data will use this currency and time zone settings. To modify your settings later, you must create a new ad account.

6. Set your ad group name

It is best to have your own standards for the ad group names, and unify the standards with other colleagues to facilitate future management. Especially when doing data analysis and data pivoting later, standardized ad group names will save you a lot of work.

The general format of the ad group name can be set as: [Region Gender Age Position Crowd Bidding Method Customization], for example [Thailand FBN_F_1855 Save auto King Test]

7. Conversion Events

In the conversion event, select whether you want to promote a website, app, messenger, or WhatsApp, such as registration, content viewing, purchase, etc., just choose according to your actual goal.

8. Dynamic Materials

The dynamic creative tool will select multiple advertising components, such as pictures, videos, titles, descriptions and calls to action (CTA), automatically generate different creative schemes based on the audience, and find the best advertising creative combination. The delivery system will then optimize for those creative elements that achieve the highest performance per impression.

For example, if you have multiple sets of slogans, pictures, and videos, you can use dynamic materials to deliver them.

From practical experience, dynamic materials generally have better effects, because the system will try its best to push effective combinations to target users during operation, but the corresponding cost will also be higher, so it depends on how we make a choice.

However, it cannot completely replace AB testing. If you are not familiar with it, you can choose not to select it for now.

9. Offers Offers are discounts you share with customers on Facebook to attract users to your online store, physical store, or both.

Offer ads are when users see offers in their Facebook News Feed and can save, like or comment on them.

Offers that users save will appear in their Offers Bookmarks for later use. Facebook will send up to 3 reminders to users who save an offer, based on their individual notification preferences.

But if you are not familiar with it, you can leave it unchecked. There are two types of optimized ads: online discount ads and physical store discount ads.

Online Offers Ads: When users who have saved an offer switch devices, such as from a phone to a computer, Facebook will send them a notification to remind them to use the offer and notify them again before the offer expires.

In-store offers: Users can use offers saved on their phone at your store, and Facebook will remind them to use the offer before it expires.

Additionally, they will receive an email with the offer details so they can print the offer.

If location sharing is enabled on a user’s phone, they will also be reminded to use the offer when they are near a store.

Additionally, you can view your offer collection in your advertising reports to see how many users were interested in your offer, as well as more detailed information on how many users viewed your offer, clicked on your offer, and used your offer.

This assumes that you use conversions or store visits as the goal for your promotional ads.

You can use this information to adjust and improve your advertising strategy.

10. Select the advertising audience After setting the goal, the next step is to choose the right audience.

There are three types of audiences: core audiences (saved audiences), custom audiences, and lookalike audiences.

Here we first briefly introduce these three audiences.

Core audience (saved audience) is an audience defined based on geography, age, interests, gender, language, behavior, etc. provided by Facebook.

There are several things worth noting about core audiences: Audience groups can exclude each other. For example, if you want to create a new core audience, but you have already placed ads to a certain type of audience, you can choose to exclude that type of audience to avoid audience overlap.

After selecting a region, it is recommended that you select a specific language. Otherwise, you may cover audiences you don’t want to cover, such as Thai, Korean, Vietnamese, etc., wasting your budget. In segmentation positioning, there are three major dimensions: demographics, interests, and behaviors.

Interests are relatively inaccurate. Any related behavior may be judged as interest by Facebook. For example, selecting the United Kingdom, women, and online shopping basically covers all female users in the United Kingdom.

. Segmentation positioning can superimpose interests, take intersection, or take union. The intersection means that multiple conditions must be met at the same time, such as those who like basketball and fitness, and the union means those who like basketball or fitness. Users can also be excluded.

Finally, it is recommended that novices do not select Expand Interests for the time being, otherwise Facebook may show your ads to non-target audiences, which will also waste money.

Custom audiences can be based on uploaded lists (email addresses, phone numbers, etc.), visitor data from Facebook Pixel, or interactive audiences from interactive and video viewing ads.

Each ad account can create up to 500 custom audiences. You can use customer lists, Facebook engagement, website visits, or app visits as sources to create custom audiences. You can also use Facebook SDK and Facebook engagement data to create custom audiences.

Similar audiences, with similar audiences, you can reach more new users who may be interested in your business because they are similar to your existing high-quality customers.

When you create a Lookalike Audience, you select a source audience (a set of Custom Audiences created from pixel data, mobile app data, or Page follower data) whose users you want to identify share common characteristics (e.g., demographics or interests). The system will then find people with similar characteristics for you. You can choose the size of your lookalike audience during the creation process.

The smaller the audience size, the closer the match to the source audience.

Creating a larger audience will increase your potential reach, but will reduce the similarity between your lookalike audience and your source audience.

The quality of the source audience is also very important.

For example, a source audience consisting of your best customers will produce a lookalike audience of higher quality than a source audience consisting of all your customers.

Similar audiences are generated based on custom audiences. You can choose the region and population package size from 1%-10%. 1% refers to the 1% of people who are most similar to your custom audience, and the accuracy of 10% will be lower than 1%.

11. Choose your placement

After creating your audience, the next step is to choose where to place your ad. Although Facebook recommends using automatic placement, few people actually use it.

Here we can choose the device: specify desktop or mobile. What is the Audience Network in the platform?

For example, if you like a brand's product on Facebook, then when you use a related third-party application, you may see advertising content from that brand. Like Facebook's other mobile advertising services, this content may appear in the form of banners, pop-ups, or native ads. Audience Network is a relatively uncontrollable factor because it is a third-party platform with low transparency. Therefore, you should consider Audience Network only if you have already acquired all the volume from Facebook.

Or if you have specific needs for some media in the Audience Network, you can choose to place it.

Generally, e-commerce companies mainly place their ads on Facebook and Instagram, while application tool games can consider Audience Network.

The right column is a layout unique to the desktop version of Facebook. This layout is not suitable for acquiring new customers, but is suitable for remarketing. Some people like to place ads separately in each placement, while others prefer to only place ads in Facebook’s mobile news feed. How to choose your placement specifically depends on whether you decide after you place your ad and check the detailed data to see which placement performs best.

12. Set budget and schedule

The budget will be determined by factors such as audience size, target conversion events, target conversion volume, product price, audience value, etc.

Some people like to give an ad group a daily budget of $10, and run it slowly, which is safer; some people like $20 or $30.

Skilled advertisers will choose a new series and directly use a daily budget of $300 in order to get the ad out as quickly as possible and accumulate a certain amount of data as quickly as possible.

But it is better to do AB testing first to know the CTR (click-through rate) of the ad and the CVR (conversion rate) of the website, and then consider adjusting the budget. This is more reliable.

Generally, advertisements are run for a long time, but sometimes scheduling is also necessary. The benefit of scheduling ads is that you can choose when to run them.

For example, if your product has higher sales volume only on certain days of the week, you can select the corresponding time in the schedule to increase your advertising efficiency (you need to set a total budget). This principle is very similar to advertising on Google and Baidu.

13. Fill in the name of the advertisement

General naming rules: [Ad format Material ID Designer Ad launch date Customized], but sometimes we also add the audience targeting settings on the ad group for the convenience of viewing reports. The advantage of this is that when you look at the ad level, you can already know the audience targeting, and you don’t need to click back again, because if you have a lot of ads, switching each time is actually a waste of time.

14. Choose your ad format

Facebook has more and more advertising formats, such as carousel, single image, single video, slideshow, boutique column, full screen and so on.

15. Submit your creatives

The materials are generally pictures and video files because they can catch people's attention and increase the target conversion rate. One thing to remember is that the text portion of the image cannot exceed 20%, otherwise the ad will be rejected.

If you don’t have a professional artist, you can try using chuangkit.com or www.canva.com to create your image, which is very easy to use.

There are also these two free image websites www.pexels.com and www.pixabay.com Note that there are certain requirements for the sizes of ads in different formats. For details, please refer to the instructions next to Facebook when creating ads. I will give some examples here: Image ads: 1080 1080 is recommended; Carousel ads: 1080 1080 is recommended Video ads: ratio 9:16 to 16:9, minimum 1 second, maximum 240 minutes Minimum width of all images (pixels): 400; Minimum height of all images (pixels): 150; All aspect ratio tolerances:

16. Fill in the copy

As for how to write good advertising copy, we will publish an article later which will explain in detail. Here I will give you a brief introduction.

The copywriting content required to create Facebook includes: ad title, text, call to action, ad link description, and display link. Text: You can give the title some detailed description, such as 50% off or limited time and quantity.

URL parameters: This is for the convenience of tracking. If you use Google Analytic, you will need to use it.

Ad title: the most important content, such as big headlines like "Christmas Big Sale".

Call to action: Learn more, buy, download, try, etc. Ad link description: only displayed in certain positions, not required. Display link: Just fill in the main domain name of the official website. It is mainly for the sake of appearance and is not required.

17. Save Draft

If you want to save during editing, you can click the close button in the lower left corner, enter the ad creation process and click the close button in the lower left corner. The system will then prompt you to choose to close and save the draft or close.

Once saved as a draft, you can return to your previous creation and make changes or complete it in two ways.

Author: Sea Notes

Source: Overseas Notes