Now you have a Facebook page, a Facebook ad account, a Facebook pixel, audience research and a video ad. I'd say you're in perfect shape to start launching your first Facebook ad campaign. There are a lot of little decisions that go into launching a Facebook ad campaign. Once you get used to this process, you'll speed right through it. But as we go through it for the first time together, I'm going to take things step by step.
To show you how to create this Facebook ad campaign. I'll create an ad for that phone holder that you just saw in the video ad. I'll target this ad at audiences in the United States. To get started, go to your Facebook ads manager, click the business tools, grid, click ads manager, and then click create ad. Here you'll see a lot of different goals for your campaign. At the end of the day, you want sales. So click conversions.
That's like fancy Facebook, speak for sales. I don't know why they just don't say sales. Now, scroll down and name your campaign. Be deliberate with this because once you get experienced enough that you're creating multiple campaigns, you want to be in the habit of keeping good track of them. I'll name this campaign, conversion ad USA. It doesn't have to be anything fancy. Make sure that create split test is deselected and everything else can stay as it is don't AB test and turn off the CBO option.
Move on to the next step. In this step you're creating, what's called an ad set to keep things organized. I'll call this set conversion ad USA. Now Facebook wants you to tell it what conversion event you want it to track select view content. In this case, a conversion event is something that takes place on your online store that your little Facebook pixel store manager can notice and write down.
View content is Facebook speak for going to the product page that your ad links to. What you're telling Facebook to do here is optimized. Delivering your ad to people who are most likely to click on it and go check out your product. Now you may have noticed that you could also optimize your ads for Facebook to deliver to people who are most likely to purchase the products. And that is one tactic.
You could start choosing that as a conversion event right away. I just want to be clear. There are a lot of different ways to do Facebook ads, right. I'm giving you the fundamentals here, but you'll find that after you've mastered these fundamentals, there's tons of room to experiment, be creative and do things that other marketers aren't. I recommend you start with this view content conversion event, because it lets you drive some traffic to your store in the beginning and learn from that. If you choose the purchase event right away, you probably won't see much traffic for a few days and you need to be really disciplined, not to be tempted to turn that ad off because the traffic will come later in the process once Facebook has started to learn more about who's clicking on your ad.
For now, let's keep things simple. Make sure that dynamic creative and offer are both turned off. Now, scroll down and look at your audience targeting options. For locations I've chosen the United States because that's where I want to target my ad. I want to make sure to target only people who live in this location and not everyone in this location, because I'm not really interested in serving this ad to people who are just passing through the United States for some reason or another.
I'm going to leave the age and gender options really broad right now. But I will select English all as the language because I'm going to write my ad in English and I want to make sure whoever sees it can understand it. Now on the right hand side of the screen, you see that Facebook has estimated the reach of my ad based on how I've described the audience so far. For a first view content ad in the US you want that initial audience size to be around 2 million.
So your job now is to narrow that down, but how would you make that audience smaller? You ask? The first thing you want to do is edit detailed targeting. De-select detailed targeting expansion. And then in the text field that you see there, you're going to start to add those targetable interests that you were collecting in the audience research. As you add these interests in this field, your goal is to get that reach down to about 2 million.
And this is going to require some playing around. Some of the brand names or interests that came up during your audience research may not appear as Facebook audience interests. You'll see some of them as interests, but they won't really do a good job of narrowing your audience enough. And some of them might do too good a job of narrowing your audience. Take the time to explore these interests and get creative until you find the interests that narrow your audience to about 2 million.
I'm targeting people who like an American journalist named Dan, Rather because I really went down a rabbit hole with my audience research doc. I'm just saying, feel free to go after the non-obvious interests here. By the way, I'm targeting the U S but you don't have to. I do recommend that you target one of the top five e-commerce markets. Those are the US the UK Australia, New Zealand and Canada. And below this lesson, I'll leave details on the ideal target audience size for an initial view content ad for each of those audiences.
Once you've got the audience that you want, click save audience, and again, give it a name, just like you have been naming your ad set in your campaign. And now you're moving on to placements. This is where you tell Facebook where you want your ad to appear. You always want to click manual placements. You want control over this, then de-select all platforms except for Facebook. And then after that, de-select all the options except for Facebook news feeds and Facebook video feeds next, scroll down to your ad sets, budget and schedule.
This is where you'll decide how much money to spend on Facebook ads. It's like, I can sense you're dead silence and fear through the camera. Yes. That's a dollar sign. Yes. You're going to have to spend money on Facebook ads. Yes. You might even have to spend over a hundred dollars on Facebook ads. This is when you might think about giving it all up, but I urge you not to join me for a real talk and I'll explain why.
