SUMMARY
Wait – here is a list of things you need before firing up your first ad. In this video, I am going over a basic laundry list of things you need to do before you start running Facebook ads. Even if you hiring somebody, this checklist will help you better understand the process.
Facebook Account
Of course, you need a Facebook account, but I am sure you already have one (like the other 2.01 billion of world population :))
Business Manager
The second thing you will need it FB Business Manager with at least couple of ad accounts (I will be going through the whole set up in my Workroom series). According to FB Terms of Service, you should run all your business ads from a Business Ads Manager, not from your private one. On the top of following FB recommendation, a business account will similarly protect your private account like corporation or LLC protects your personal assets. It's not uncommon to have your ad account shut down by Facebook for a variety of often random reasons. With a business account, you can still create another ad account and continue to advertise. What I strongly recommend is to open at least a couple of ad accounts from the day one so you can jump from one to another if you will ever face any restrictions. Most likely you will be staying within FB guidelines, and there will be no need for any drastic actions.
Email List Management Tool
You will also need some mechanism to capture your prospects names and email addresses after they opt-in to claim the offer you will be featuring in your ads. You can do it by using third party services (like MailChimp) or by using native Facebook lead forms (I will be talking about them in a separate post).
Your Customer Avatar
Once you get through the technical side of things, it's time to create your customer avatar and craft the perfect offer.
If you in business for a while you probably have a strong idea about your potential customers. If not - it's a Google and Facebook Audience Insights time. Both tools can deliver a mountain of data and let you decide on your potential targets.
The Offer
By far the most critical piece. It has to be simple, bold, attractive, easy to consume and "monochromatic." What I mean by monochromatic is that it has to solve ONE quick problem or have ONE quick benefit. Be it a "top ten" list, cheat sheet, short "how to" video, a free extra night of stay, free glass of wine, gift card, backstage access, etc., etc... Something which gets attention at first glance.
Ads
Armed with all of the above you are ready to set up a budget, create ads, aim at your new targets and fire those babies away.
As you can see, there are a lot of moving parts. They are not overly complicated, but it takes a bit of time to get a good grip on the whole process. I will be taking it apart in more details in my future posts.
As usual - if you have any questions you can drop me an email at tom@beachleads.com.
Key points:
Things you need you need before running FB campaign:
- private FB account
- Facebook Business Manager with at least couple FB ad accounts inside
- email responder with customer management tools (MailChimp or similar)
- your perfect customer avatar and targetable FB audiences
- attractive front offer (Lead Magnet)
- ads creative and copy
- budget (sufficient to collect enough data for Facebook to start recognizing your customer behaviors and additional interests)