Automated Facebook Ads…Made Simple
Module 2
Here’s What You’re Going to Learn in
Module 2:
• Facebook’s ad campaign structure…step-by-step & simplified
• Understanding “Objectives” and how it sets up the rest of your ad.
• Secrets of the Unpublished Page Post Ad and how to set it up for
max success and the power behind generating leads & sales.
• Why placement is critical to the success of your ad campaign.
• Are your efforts paying off? Setting up conversion tracking.
• Best practices for ad copy that converts.
• In-depth strategies behind landing pages that convert. SO
CRITICAL!
Automated Facebook Ads…Made Simple
Module 2, Lesson 1
Facebook Ad Campaign Structure For Max
Success
Set your objective at the Campaign level
Set budget, dates/times,
targeting, placement &
bidding at Ad Set level.
Put one Targeting group
Per Ad Set.
Set budget, dates/times,
targeting, placement &
bidding at Ad Set level.
Put one Targeting group
Per Ad Set.
Create your ad(s) and set conversion tracking (if
applicable).
Facebook Ad Objectives
Objectives Are Step #1 In Your Ad
Setup
• Setting your objective allows Facebook to understand
what you want to achieve with your ad.
• Facebook will serve your ad based on the objective you
set and show you results and costs based on what you
choose.
• In our automated Facebook ads system, we’ll be
focusing on “Clicks to Website” and “Website
Conversions.”
Choosing the Objective in Power
Editor
Automated Facebook Ads…Made Simple
Module 2, Lesson 2
The Facebook Ad Type that Flat Out Works
The Art of the Unpublished Page
Post Ad
Unpublished Page Post Ad
Facebook
recommends you
upload an image
with the size: 1200 x
628 pixels (best for
all placements)
desktop
mobile
Anatomy of an Unpublished Page
Post Ad
Text: < 500 characters
Headline
Display Link
Link Description (News
Feed Only)
Call-to-Action Button
What You’ll See in Power Editor
(Ads Tab)
Benefits of the Unpublished Page
Post Ad
• Creates a post but doesn’t appear on your Facebook
page. No spamming your fans with multiple posts.
• When someone clicks on your ad, it clicks DIRECTLY to
your landing page.
Setting Up Your Unpublished Post
in Power Editor
Automated Facebook Ads…Made Simple
Module 2, Lesson 3
Conversion Tracking
Why is Conversion Tracking
Important?
• Allows you to track whether your Facebook ads are
converting. Gotta know if you’re getting a return on your
investment!
• Are you tracking leads (registrations)? Key page views?
Checkouts? Adds to Cart?
• Conversion pixel gets placed on “goal” or “thank you”
page between the header tags (don’t worry, we’ll go
through it!)
Pixel
Goes
Here
Pixel
Goes
Here
Setting Up Your Conversion
Tracking
In Power Editor
Automated Facebook Ads…Made Simple
Module 2, Lesson 4
Ad Copy that Converts Into Leads & Sales
Best Practices for Ad Copy that
Converts
1.
2.
3.
4.
Characteristics of Ad Copy that
Converts
Get attention
Offer the “hook”
Inspire to action
Consider how much will be seen above your image
– often times shorter the better. Get to the point!
5. Focus on the benefits of how you can help your
target customer rather than the features. What’s
the pain point? State it in the ad and how you can
help solve it.
Ad Copy to Avoid
The following types of ad copy raises red flags for
Facebook and can potentially get your account
suspended or shut down. So, steer clear…
• “Check out this trick”
• “Here’s something that ______ isn’t telling you”
• “Click here to find out more”
• “This is amazing and revolutionary!”
• “Make $_____ in 30 days”
Let’s Break It Down…
The Hook
Gets Attention
Inspires to Action/
Call-to-Action
Gets Attention
Call-to-Action
Always Consider…
When it comes to ads, Facebook wants
advertisers to come from the perspective of adding
value to its users.
So, always be thinking…how can you begin a
conversation and add value to your target
customers?
Ad Copy Examples
Ad Copy Examples
Ad Copy Examples
Ad Copy Examples
Images that Get Attention in the News
Feed
1.
2.
3.
4.
5.
6.
7.
8.
9.
Remember, people are on FB to share with family/friends.
Generally, less professional looking (i.e. – stock photos) the better (unless your
industry requires otherwise).
Consider using yourself/people in your company/customers in the image.
Connect to your target customers on a personal and emotional level.
Would you share this picture with friends? If no, you may want to reconsider.
Be colorful. With so much content in the News Feed, color will help get attention.
–
Tip: with so much blue color on Facebook, consider avoiding it to stand out.
If you’re a product-based business, can you showcase your product while catching
attention?
I don’t recommend stock photos like you can buy on iStockPhoto.
Don’t use images that you don’t have permission to use.
Great Image Examples
Great Image Examples
Great Image Examples
Great Image Examples
Great Image Examples
“20% Rule” for Images w/ Text
Images can’t contain more than 20%
text
Facebook’s Grid Tool
http://rickmulready.com/FBgridtool
Tools for Editing Images
• Picmonkey.com
• Canva.com
• Aviary.com
• Photoshop
Sites for Stock Images (if you must)
•
•
•
•
•
•
Unsplash.com
Picjumbo.com
Gratisography.com
Fotolia.com
iStockPhoto.com
Compfight.com
Automated Facebook Ads…Made Simple
Module 2, Lesson 5
Landing Pages that Convert Into Leads & Sales
1.
Elements of a Great Landing
Page
Attention grabbing headline
that’s consistent with ad copy.
–
2.
3.
4.
Sub-headline that supports the main headline
Image or video of you (or your client)
Benefits and features (only after benefits) of what you’re
offering
–
5.
6.
7.
8.
What makes you unique?
Use simple and clear language
Social proof (testimonials)
Simple and obvious call-to-action
Guarantee?
Split test!!
Webinar Landing Pages
Webinar Landing Pages
Remember…
When someone registers for your webinar, they
are also added to your email list!
High-Converting Opt-In Landing
Pages
High-Converting Opt-In Landing
Pages
Landing Pages on Mobile
LeadPages
1. LeadPages makes creating effective landing
pages a snap.
–
–
–
–
Set up pages within minutes
Split test with 3 clicks
Mobile responsive pages
100 templates
rickmulready.com/leadpages