Facebook Ads

All right, our next step is to set up a billing method for Facebook to charge your card. They will not charge your card until you start running ads, but we need to have a credit card or some form of payment on file; otherwise, you will not be able to run ads.

First, log in to Facebook.com. Then go to facebook.com/ads/manage. This will take you into the Ads Manager, where you can see the ad account. Click on your name, which will pull up a screen that looks similar to this.

Next, go to the upper right and click on the gear icon to go to settings. On the left, you should see "Payment Settings." Click on "Add a Payment Method." This is where you will add your card.

You can choose to use online banking, a Facebook ad coupon, or your credit card. After you enter your credit card information, it will show that you have a payment method on file, and you are ready to move on to the next step.

Regarding the "Set Account Spending Limit" option, you do not need to set this here because you can do it on the actual ads themselves. Once you have your method of payment set up, we can move on to the next step.

You've set up a billing payment method for your Facebook ads account. The next step is to set up what's called a Facebook pixel. This is a small piece of computer code that your web developer needs to insert into the head of all your website pages. This code allows Facebook to track what's happening on your website to optimize the ads you'll be running.

First, log in to Facebook and go to facebook.com/ads/manage. This will take you to the Facebook Ads Manager. Click on your ads account, and once you're in the ads account, click on the menu for Ads Manager, which is the hamburger menu with three horizontal lines. If you can't see all the options, there may be an option to expand the menu.

Under "Measure and Report," click on "Pixels." Then, scroll down and click "Create a Pixel." When the window appears, name your pixel, such as "Smith Architects Pixel," and click "Create."

Next, you'll need your web developer to install the code. You can either send email instructions to your web developer by selecting that option, or you can manually install the code yourself. To do this, copy the code to your clipboard and place it in the head tag of every page on your website. This applies whether you use Squarespace, Wix, WordPress, or any other platform.

After setting up your pixel tracking code, you need to ensure it's installed correctly. Use Google Chrome for this process. Search for the "Google Facebook Pixel Helper" extension in the Chrome store. Add it to your browser, and it will appear in your extension bar.

To test if the pixel is working, visit your website. You'll see a notification in the extension bar indicating whether the pixel is active. For example, if you visit the Business of Architecture website, a little green number will show that the pixel is firing correctly.

And that's it! You've successfully installed and verified your Facebook pixel.

Alright, so you've already set up your Facebook pixel on all of your web pages. The very last thing we need to do is set up what's called a custom conversion. This will let Facebook know what page someone is going to reach after they download your offer or opt-in to what you're offering.

To begin, go to facebook.com/ads/manage and select your account. Once you're in the account, it will look like this. We are now going to set up a custom conversion. Click on the Ads Manager menu, select "All Tools," and then click on "Custom Conversions."

On this page, click the button that says "Create Custom Conversion." You need a unique string of characters or a phrase, some keywords that are in the URL of the page someone will reach after they download one of your guides. Let me show you how this works.

This is the thank you page for an architect. The first page someone will reach looks like this: the landing page where they can download the guide by clicking on the link. After they fill out their information, they will go to the thank you page, where they receive the guide.

We want to look at the address of this thank you page. You only need the last part of the URL. For example, if the URL is "planning-delivery," just grab that part of the URL. Now go back to Facebook and set the website event to "All URL traffic." Rule number 1 is "URL contains," and then paste the last part of the URL.

For this example, we'll use "CHD Planning Delivery." Yours will be different and should match what your website says. Name this conversion, for instance, "PPP," which stands for Project Planning Pack Download. Set the category to "Lead," and leave the value blank. Click "Create."

Once you've created this custom conversion, click "Done" and close the window. To verify, go back to the thank you page and refresh it. If you have the Facebook Pixel Helper installed in Google Chrome, it should show that it has recorded a lead. This confirms that the conversion is working as intended.

That's how you set up a custom conversion. If you need to find this screen again, go to "All Tools," then "Custom Conversions," and it will show the list of custom conversions. A conversion simply means someone took an action on your website.

You can see that it's active because I just visited the page, and Facebook recognized that. Over time, as you promote your offer, you'll start to get leads and conversions.

That concludes the Facebook pixel setup. In the first video, we showed how to get your pixel code to install on all your pages. Now we've covered setting up your custom conversion.

Alright, so if you're watching this video, you've gone through all the necessary steps to set up your first Facebook ad. So pat yourself on the back; this is pretty exciting. Let's get into it. In this video, I'm going to go over how to set up a Facebook ad, and I'm not going to skip any steps. You will see everything from A to Z.

The first thing you need to do is plan out the ad that you are going to run. For that, we have provided a handy Facebook ad planning template. You can see a link to this right below this video. Click on the Facebook ad planning template, and then you will come to a browser window that looks like this. You can click "Make a copy," and you can edit this copy. I'll show you how that works.

Click on "Make a copy" and rename it, for example, "Enoch's Facebook ad planning template." Click OK, and it will open in another browser window. Once it opens, you can modify the text as needed. To find this document again, you can bookmark it by dragging it into your bookmarks bar.

If you prefer working with Microsoft Word, you can download it as a Word document by going to "File" and then "Download as." Open the document, enable editing, and modify the text as needed.

As you can see in the template, there are different parts of the Facebook ad. At the top, you have the text, which includes a link to your landing page. You need an image, preferably a portfolio image that is eye-catching. For a residential architect, it could be an image of a house interior. Then there is the headline, and below that, another piece of text that we'll get into later. Modify all this to match your firm.

After you've planned your ad, written the copy, selected the picture, and updated the necessary details, save everything in an easily accessible folder. Now you're ready to create the ad.

Go into your Facebook Ads Manager by typing in facebook.com/ads/manage. Click on Ads Manager.

Every ad is part of a campaign and an ad set, forming a hierarchy. At the bottom are the ads, multiple ads form an ad set, and multiple ad sets form a campaign. For our purposes, we will have one campaign, one ad set, and one ad.

Create your first campaign by clicking on "Create." Name your campaign "Cold: Conversion" to indicate targeting cold traffic for conversions with automatic bidding. Set the campaign objective to conversions and save it to draft.

Now, we will create the ad set. Name the ad set based on the offer, such as "Project Planning Pack," and the target location. Select the conversion event that you set up previously, such as "PPP Download."

For the budget, use a lifetime budget instead of a daily budget. For example, if you plan to run the ad for 20 days at $10 a day, set the budget to $200.

Under the audience section, specify your location and age range. For example, target people in Visalia, California, within the appropriate age range for your clients. If you are in a larger metropolitan area, you might add interests such as architecture and design to narrow down the audience.

For placements, select "Edit Placements" and turn off all placements except Facebook feeds.

Now, we will create the ad. Name the ad based on the call to action, such as "Project Planning Pack 1." Select your Facebook page. Paste the URL of the landing page into the website URL field.

Copy the text from your ad planning document and paste it into the text field. Add the headline and select the image.

Make sure everything looks good. Preview the ad if necessary. Once satisfied, click "Publish."

Facebook will review the ad before it starts running. Do not make any changes for 4 to 5 days to allow Facebook to optimize the ad.

After this initial period, you can review the performance by checking the cost per result and the number of leads generated.

Give yourself a big pat on the back—your ad is now live. If you encounter any problems, we can address them during a coaching call or through a support ticket.