Step 1: Decide on your offer
To begin with, you need to know your target audience and what drives them to want help from your business in solving their pain point issue(s). Without knowing this, all your efforts may land you with a good plan stemming from poor planning. If you’re unsure, look at past sales and determine what items people most often buy and whether there’s a lower entry point you can provide.
Ask yourself from a consumer’s POV: What’s in it for me?
It needs to be more than a self-fulfilling idea that your company is the best at something but rather solve a critical need of the consumer that requires them to take action immediately.
Step 2: Decide on your offer
Afterward, you need to figure out your “must-have” offer. You want to make your campaign precise, not generic. If you offer a B2B service like ours, starting with a low-barrier offer is best.
You don’t want to try to convert a cold lead on a four-figure purchase. You want to get them to take a simple first step into your sales funnel. Find a low-entry price that helps you build a relationship before purchasing big items.
Ask yourself: What does success look like?
In advertising, success should always be measurable. Once you have your goal, you can turn that into an exact conversion metric. You’ll use that metric to determine your level of success. In our case, our conversion metric is booking a free 35-minute consultation.
Step 3: Create a landing and Thank You page
Next, you need to match your messaging. You’ll need three things before creating ads: a landing page, a graphic, and copy for the ad. Once you have your offer, you’ll need the copy and creative graphics to go along with your offer.
Ensure the landing page call-to-action and branding match what you put in the ad for the graphics. Consistency, as they say, is key. Follow the guidelines for any advertisements you build to ensure they display optimally on the desired platform and match the other campaign components.
We also recommend adding online metrics such as Google Analytics and Google Tag Manager to your “Thank You” and Landing page to track your campaign performance metrics. Please register here for our FREE resources.
Step 4: Create a Facebook page for your business
Ensure your Facebook page branding matches your website look and feel and other materials currently used. To gain trust amongst new prospects, you need brand consistency both in look/feel but also in the tone of the content and professionalism you exude.
Step 5: Setup & Add a payment method to the Ads Manager
If you’re unsure how to set up tracking and your Ad Account, LeadSprout provides free online resources to show you step-by-step DIY instructions and professional setup services at low fees.Â
Step 6: Add Facebook Pixel to Your CMS Page
Add your lead Pixel to the Thank You page code. This will tell Facebook that your defined goal was completed and allow it to count when a user is redirected to the page as a successful conversion event. Your CMS platform might be Wix, WordPress, Shopify, etc.
Step 7: Create an Event within the Ads Manager
This step aims to prepare your goals within the Facebook Ads Manager for conversion metrics. This is important to determine the Return-On-Ad-Spend (ROAS) of your campaign. See our FREE resources for step-by-step DIY instructions on this step.Â
Step 8: Create a Campaign
By this point, you should be a bit familiar with Facebook Ads Manager and will now want to create a campaign to run. It’s helpful to have your ads completed, as the next few steps are finalizing your campaign setup.
- From the Facebook Ads Manager page, click “Create” in the top left corner.
- Click “Select Guided Creation.”
- Select “Conversions.” Then scroll down.
Step 9: Select the attributes, job titles, and interests of your ideal customers
On the next screen, name the Ad Set. Make sure “Website” is selected for the type of conversion. Select “Lead” when prompted about Optimization for Ad Delivery.
At this critical point, you should apply who is your target audience from Step 1 of this process. Scroll down the page to the Audience section. Here’s where you target the characteristics of your ideal audience. Ask yourself;
- What do I know about my most profitable customers?
- What jobs do they hold?
- Which influencers or thought leaders do they follow?
- What topics, industries, or companies might they be
- interested in?
Don’t be overly broad with your answers unless you’re in testing mode with your ad campaign. Select the age range of your ideal clients. Under “Detailed Targeting,” begin typing the interests of your ideal customers. Select the languages you’d like to reach. For us, we only selected English.
Generally, when you’re starting, you don’t want a massive audience because you can tear through your budget pretty quickly. It’s best to start small and focused to see what works — after, you can expand your reach as you know what converts.
Select a daily budget for your campaign. Then click “Confirm.”
Step 10: Add the creative
- Name the Ad. Then select the creative you’re using. In our case, we chose “Single Image or Video.”
- Scroll down to the Media section, and click “Add Media.” Upload the graphic you created for this ad.
- Now you’ll add the copy. You can include a copy in three places: Primary Text, Headline, and Description.
- On the right-hand side of the screen, you can see in real-time what your ads will look like in someone’s Facebook or Instagram newsfeed.
- Now scroll down to the bottom of the page and click “Confirm.”
Step 11: Test and iterate
Your ad is now live! If you want to run a second ad for split testing, click the checkbox beside the campaign you created.
- Then click the third tab to the right, called “Ads for (1) Campaign.”
- Beneath the ad, click “Duplicate.”
- Then click “Duplicate” and use the steps in this chapter to create a second ad in the same campaign.
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