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Facebook Ads Tutorial - 2026 Full Guide for Beginners — Transcript

by Davie Fogarty Mentors · 6,980 words · 1,007 segments · language en · Watch on YouTube

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0:00Welcome to the world's best Facebook ads
0:01tutorial. It doesn't matter if you're a
0:03complete beginner or if you've run a few
0:06campaigns before. By the end of this
0:08video, you're going to know how to set
0:09up Facebook ads properly, how to launch
0:11your first campaign, and what to do
0:14after the campaign has actually spent
0:16some money. That means we're going to
0:17set up the complete account, check
0:19tracking, build the campaigns, create
0:22the ads, publish it safely, and then
0:24look at what the data means after
0:26launch. I'm even going to show you
0:28exactly how to use AI with your Facebook
0:30ads. But we're not going to start there,
0:32because if your account is set up wrong,
0:33AI is just going to help you make bad
0:35decisions faster. Now, you're probably
0:37wondering, why should you listen to me?
0:39I launch Facebook ads for my own
0:40e-commerce brands, and I've spent over
0:42$200 million on my own brands through
0:44Facebook. And I'm going to show you
0:46things from the perspective of a real ad
0:48account, not just a demo account where
0:50nothing can actually go wrong. So, let's
0:52get straight into it. Open a new tab and
0:54go to business.facebook.com.
0:57If you're a little bit confused there,
0:58you can just Google Facebook Business
1:00Manager and click the official meta
1:01result. Now, what is Business Manager
1:03for Facebook? Think of it as the front
1:05door of Meta's business tools. Depending
1:07on your account, it might send you to
1:08something like Business Suite, Business
1:10Manager, Business Settings, or even Ads
1:12Manager. And the reason for that is some
1:14people already have a Facebook page,
1:16some people already have an Instagram
1:17account, some people have old business
1:19accounts. It's all the same thing, just
1:21don't worry too much if your screen
1:22doesn't match exactly going through this
1:24tutorial. Now, the main thing here is we
1:26do want to use a Business Manager rather
1:28than just the Ads Manager or boosting
1:30through our Facebook page, because it's
1:31going to give us a lot more control. So,
1:33depending if you've already run a couple
1:35of ads, your screen might look a little
1:36bit different, but don't stress. Just go
1:38through business.facebook.com.
1:40So, the first thing we need to set up is
1:41your business account. If Meta ask you
1:44to log in, use the Facebook account that
1:46is actually connected to you as a real
1:49person. I know that sounds obvious, but
1:51do not use some random fake profile, do
1:53not use an old account with the wrong
1:55name, and don't try to be clever here,
1:57because later on if Meta ask you to
1:59verify anything, you want your details
2:01to actually match. Once you're in, if
2:03Meta gives you a button to create a
2:05business account, create a business
2:07portfolio, or create a business, click
2:09that. We're essentially creating a
2:10container that holds everything for your
2:12business. You can then enter your
2:14business name, your name, your business
2:17email, and whatever basic details Meta
2:19actually asks for. If you already have a
2:21proper business email, use that. If
2:24you're just starting, use the email that
2:25you actually check, because Meta issues
2:27warnings, billing issues, and
2:29verification messages all through this
2:31email, and you want to make sure that
2:32you check them quickly, so you don't get
2:34an ad account banned. One thing I would
2:36not do here is just really rush this
2:38step with messy information and just
2:40clicking. Make sure you read everything.
2:41If your brand is called something like
2:43Oodie, I want to make sure that the
2:45business details actually match the
2:47Oodie, not like test account or
2:48something weird within the naming
2:50convention. After you create it, Meta
2:52should drop you into the business suite
2:54or business settings. So, next we want
2:56to connect all of our business assets in
2:59sensible order. Start with a Facebook
3:01page. Go into pages, click add, and add
3:04the existing page for your brand. Now,
3:07if you're setting up a new page, and you
3:09don't actually have a page yet, just
3:10click create new page and follow the
3:12prompts. This matters because the ad has
3:15to come from somewhere. When someone
3:16sees the ad, they will see this page
3:18name, the profile picture, and the brand
3:21identity. So, make sure this page
3:22doesn't look completely empty, and
3:24populate the profile picture and even
3:26this header image. So, here, using the
3:28Oodie as an example, I'd want to create
3:30a page name, profile picture, and the
3:33basic branding to look like the actual
3:35brand before I start spending money.
3:37Once the Facebook page is connected,
3:38let's move on to the Instagram accounts.
3:40To do this, we click add or connect, log
3:44into the Instagram, and connect it to
3:46the same business. If you don't have an
3:47Instagram, you can definitely keep
3:48moving, because it can use a
3:50placeholder, but for most brands, I'd
3:52want to connect it because lots of the
3:53ads are going to show an Instagram
3:55placement, and you can actually start
3:57getting followers by setting up the
3:58Instagram early on. From there, go to ad
4:00accounts. Now, if you are a brand new
4:03business, you will not have any ad
4:04accounts here yet, so click add, create
4:07new ad account, and give it a name that
4:08you will actually understand later. For
4:10example, if I was setting this up for
4:12Oodie in Australia, I might call it the
4:14Oodie Australia. If I was setting it up
4:15for US ad account for the Oodie, I would
4:17simply put US in the name, such as the
4:20Oodie US. Or if it's a different
4:21business, I would name it Calming
4:23Blankets US. This is obviously not for
4:25the customer. This is just for you to
4:27not hate yourself later when you have
4:28multiple ad accounts and everything is
4:29called test and everything is
4:30unorganized. You're just using this as
4:32an organizational tool. This is also
4:34where I want you to slow down on the
4:36time zone and currency. Pick the time
4:38zone that you'll use for reporting, and
4:40pick the currency actually spend and
4:42sell in because these settings are
4:44annoying or impossible to change later.
4:46Once the ad account is actually created,
4:48you may have to assign yourself to
4:49actually access it. Next step is we want
4:51to go into billing or payment settings
4:54and add your payment method. Take your
4:56time here. Use a card that is allowed to
4:58be used for the business. Check the
5:00details properly before you input it,
5:02and don't keep submitting failed
5:03payments over and over because you will
5:05get an ad account banned. Then go into
5:07people or users. Now, if you're the only
5:09person in the business, you should at
5:11least see yourself there. If you need to
5:13add a media buyer, agency, business
5:15partner, or team member, simply click
5:17add or invite, enter their email, choose
5:20the access they actually need, and
5:21assign them to the right assets. Now, be
5:23careful with admin access. If someone
5:26only needs access to look at results,
5:28they do not need full control of your
5:30entire business. One of the key things
5:31that you need to do is you need to turn
5:33on two-factor authentication for
5:35yourself and anyone important to the ad
5:37account with admin settings. I know this
5:39is boring, but if someone gets access to
5:41your ad account, they can spend all of
5:42your money very quickly. Then you'll get
5:44an ad account banned, and it will be a
5:46massive pain for the rest of your
5:47business career. Now, if you're not a
5:49beginner and you already have a business
5:51portfolio, this section is still worth
5:52checking. Use the account selector, make
5:54sure you're inside the correct business,
5:56then check that page, Instagram page,
5:58and all of the other things I just
5:59mentioned. Once that's done, open Ads
6:01Manager from this ad account that you
6:03just set up. Make sure the ad account is
6:05the one you've just created. The next
6:07step is tracking. Open all tools if you
6:10need to, click Events Manager, and this
6:12is going to be where you can check that
6:14Meta can actually see what's happening
6:15on your website. If you've watched older
6:17tutorials, you've probably heard people
6:19call this the Facebook pixel, and a lot
6:21of ad accounts right now, Meta might
6:23call it a data set, data source, or web
6:25events. But, don't worry too much about
6:27that naming. The simple thing that we
6:29need to know is when someone clicks the
6:32ad and lands on your website, Meta
6:33should be able to see the important
6:35actions like view content, add to cart,
6:37initiate checkout, and even purchase. If
6:39there's nothing here, click the option
6:41to connect or add a new data source.
6:43Choose web or website if Meta asks, and
6:46create the data set or pixel for this
6:48business. For a Shopify store like the
6:50Udi I would usually do most of this
6:52through Shopify rather than manually
6:54pasting codes everywhere. Inside
6:56Shopify, open the Facebook and Instagram
6:58channel, log in to Meta, and select the
7:01business account, Facebook page,
7:03Instagram account, ad account, and data
7:05sets that you just created. The exact
7:07screen will depend on your Shopify
7:08account, but the key is that Shopify
7:10should be connected to the same Meta
7:11business and ad account that we're using
7:13today in the tutorial. Then come back to
7:15Events Manager and check whether all of
7:16these events are actually finally
7:18showing. You may have to wait a couple
7:19of minutes, but you may have no events,
7:21and then you can use the test events
7:23tool that Meta gives to you.
7:25Enter your website URL, open the site,
7:28view a product, add to cart, and then
7:30come back to whether Meta recorded or
7:32not in this Events Manager. Now, I know
7:33this stuff is really boring, but I want
7:35to prevent you spending money or trying
7:37to spend money on for 3 days on Facebook
7:39and then realizing that purchases were
7:41never tracking properly. There's this
7:43Chrome extension called Meta Pixel
7:44Helper that's completely free if you
7:46want to see what pixels are firing
7:48where. Now, we're almost done with the
7:50boring setup. Next, we're going to open
7:52Ads Manager and actually build the
7:53campaign. When you come into Ads
7:55Manager, you're going to see three
7:57levels: campaigns, ad sets, and ads.
8:00Once you understand this, the whole
8:01platform becomes way less scary. So, now
8:03let's start with the main campaign. Once
8:05you're in Ads Manager, come up here and
8:07click create. Make sure you're using
8:09this campaign tab when you do this. Now,
8:11you're going to see a list of
8:12objectives. This is one of the most
8:14important decisions in the entire setup
8:17because the objective tells Meta what
8:18you actually want to achieve. And this
8:20is where beginners get themselves into
8:22trouble. They choose traffic because
8:24traffic sounds safe, engagement because
8:26it's cheap, or video views because they
8:28want a lot of people to see that ad. But
8:30for almost all businesses, especially
8:32e-commerce as well, brands like The
8:34Oodie, we're trying to optimize for
8:36purchases. So, for this example, we're
8:38going to click sales. And if you have
8:40any other type of business, you probably
8:42want to use sales as well. Even for a
8:44lead generation business, you probably
8:46want to find a way to map back from the
8:48purchases that you're actually getting
8:50for the business rather than getting
8:52really, really cheap leads using this
8:54lead generation tool. One thing you also
8:56need to be aware of here is the special
8:57ad categories. If you're advertising
8:59things like credit, employment, housing,
9:01politics, social issues, or anything,
9:03Meta treats that as a special category.
9:05You need to select that properly, but
9:07more importantly, most people here
9:09wouldn't be advertising that, so just
9:10make sure it's not set up. Now, name the
9:12campaign something that you'll
9:13understand in the future. Do not call it
9:15campaign one or test. Use something
9:17clear like sales, the product name that
9:20you're trying to sell, the country that
9:22you're going to sell it to, maybe it's
9:23broad meaning lots of different
9:25countries, and also maybe you even want
9:27to put the date or the month that you
9:29actually set this up. Because once you
9:30have 50 campaigns in here, you'll hate
9:32yourself if everything's called test.
9:34It's worth noting customers aren't going
9:35to see this. It's entirely for your
9:37organization. Now, depending on your
9:39account, Meta may show you Advantage
9:41Plus options or manual campaign options.
9:44For a beginner tutorial, I want you to
9:46understand the manual structure first
9:48because once you understand campaigns
9:50and ads and ad sets, all the automated
9:52options will start to make way more
9:53sense. So, if Meta gives you this manual
9:55setup option, click that for now. Now, I
9:57want to be clear. This does not mean
9:58Advantage Plus is bad. It is bad in some
10:00situation, but I just want to make sure
10:03that you actually understand what's
10:04happening in Meta first before we start
10:06using this stuff. Now, there might be a
10:08bunch of advanced stuff and people want
10:09to start selecting this. Don't. Just do
10:11my exact structure for now. The AB test
10:14toggle can stay off for now, and here
10:16you can see the catalog option. I want
10:17to be really clear because this matters
10:19a lot, especially for e-commerce.
10:21Remember when we talked about the
10:22structure before? The first campaign is
10:24just a broad sales campaign with normal
10:26creative. So, we want to keep this
10:27catalog option off. Now, the one setting
10:30we do need to talk about here is budget.
10:32Depending on your campaign setup, the
10:34budget might be at the campaign level or
10:36the ad set level. Meta may also show you
10:39something like Advantage Campaign Budget
10:41where it distributes spend across all
10:43the ad sets. The idea is simple. You're
10:46telling Meta how much money it's allowed
10:48to spend to get the best result that
10:50you've chosen. Now, how much budget
10:52should you start with? This depends on
10:53your product price, your margins, and
10:55what you can afford to actually spend.
10:57$3 a day budget on a $100 product will
11:00take ages for you to actually learn
11:02anything, but $500 into a brand new
11:05campaign with untested creative and no
11:07idea the page actually converts might
11:09just burn money way too fast. You're
11:11going to want to make sure that you see
11:12this setting here with Advantage
11:14Campaign Budget and actually put your
11:16money in the campaign level rather than
11:19the ad set level, and this will allow it
11:21to decide where to spend the money
11:23across audiences and ads. So, for a
11:25beginner, I want you to think about your
11:27first experience of Facebook ads as a
11:28test. Enough to learn something, but not
11:31so much that one bad day actually hurts
11:33your ability to launch the business that
11:34you want to launch. Click into the
11:36budget field, choose daily budget, and
11:38enter your test budget. For e-commerce,
11:40a really simple starting point is to
11:42think about how much you can spend per
11:44day relative to your product price and
11:47allowable CPA. CPA means cost per
11:49acquisition, and I'm going to teach you
11:50exactly how to calculate what that
11:52should be using AI shortly. If you're
11:55confused, just put $10 in this section
11:57for now. As a media buyer, the point is
11:59simple. If I sell this product, how much
12:01can I afford to pay the customer before
12:03the ads stop making sense? So, if the
12:05product is $100 and we're testing new
12:08creatives, maybe we're starting around
12:0920, 30, 50 dollars a day depending on
12:11the business. More expensive products
12:13are going to generally have a higher
12:15cost per acquisition because people are
12:17less likely to purchase a $500 product
12:19but versus like a $40 product. Once
12:22you've got the campaign settings just
12:23like you see on my screen, click next.
12:25Now, we're moving from the campaign
12:26level into the ad set level. The first
12:28thing we're going to do is check the
12:30conversion location, which just means
12:32where the event is actually going to
12:33happen. For this example, we're sending
12:35someone to the website to buy, so we're
12:37going to choose website. The only time
12:39you really change this is when the
12:41action happens somewhere else like a
12:43lead form inside Meta or on your
12:45Instagram through a message. It's very,
12:47very rare to actually change this
12:48setting. You may also have multiple
12:50websites that you just want to make sure
12:51that you've got the correct one here.
12:53For this example, we're sending people
12:54to the website, so we choose website,
12:56then we select the data set or pixel
12:58that we checked earlier. So, all we need
13:00to do here is click the pixel drop-down
13:01and choose the one that's connected to
13:03the store. This is why we did the boring
13:05tracking section first because it should
13:06be populated. So, we can click the
13:08conversion event drop-down and choose
13:10purchase for this e-commerce setup. Now,
13:12one thing worth noting here is if Meta
13:14gives you a warning that there's not
13:15enough activity for that event, you
13:17probably don't want to ignore this
13:18blindly. Now, you might not already have
13:20purchases on your website, so it makes
13:22sense that there's no purchase events
13:24actually there, but if you've set up
13:26through Shopify and have view content or
13:28even page views, chances are as soon as
13:31there's a purchase, there's going to be
13:32one event that actually comes through
13:34there, and this warning message will go
13:35away. So, next we have audience
13:37controls. This is where the industry has
13:39changed a lot. Years ago, everyone was
13:42building these complicated interest
13:43stacks and retargeting funnels using
13:45things like lookalike audiences or they
13:48were saying, "I'm selling a pet
13:49product." So, they would add pets to
13:51interests here. But, for almost every
13:54beginner or intermediate accounts today,
13:56broad targeting actually works better
13:58than people expect because Meta is using
14:00the creative, the pixel, and the
14:02conversion data, and the actual behavior
14:04on the platform to find the relevant
14:06people rather than you forcing it into a
14:08small audience. The only things that I
14:10want you to do is first set the proper
14:12location here.
14:14Click the location field, remove
14:16anything that is wrong, and then add the
14:18country, region, or service area that
14:20actually want to sell to. For the
14:21hoodie, that means a country that that a
14:23store can actually sell and ship to. For
14:25a local service it means the actual
14:28service area, not the whole country as a
14:30whole because the audience number will
14:31look way too big. After location, set
14:34age and gender only if there's a real
14:36reason. Even if you're selling slightly
14:38feminine product, you still probably
14:40want to target all genders. Even if
14:41you're selling a product to millennials,
14:43you'll still probably want all ages
14:45simply because people buy products for
14:47gifts for other people, and Facebook
14:48will figure that out really, really
14:50quickly. So, for the hoodie, I might
14:52target Australia. That's where the store
14:53is selling. But, after that, the ad
14:55needs to do all of the work. One
14:57creative might speak to people buying
14:59gifts. So, for example, rather than
15:00using say Netflix in the interests here,
15:03my creative itself might mention
15:05Netflix, and then I'll let Facebook
15:07figure out where to find those Netflix
15:09customers. Meta will actually watch who
15:11clicks, who adds to cart, who purchases,
15:14and who ignores the ad completely, and
15:16it will be able to find more people than
15:18you can select here. As I kind of
15:19mentioned before, when you become more
15:21advanced, one thing you may use is
15:22exclusions. For example, when people are
15:25trying to find new customers, we might
15:27not want the main prospecting campaign
15:29constantly spending money on people
15:31who've already purchased. I could come
15:33in here and I could create a custom list
15:36or custom audience from previous
15:37purchases and then exclude that from my
15:40prospecting campaign. But for now, as I
15:42mentioned, start broad, get the campaign
15:44working and then we can use these
15:45exclusions later as we get better at the
15:47tool. Now, also when we're in
15:49placements, Meta will often recommend
15:51Advantage Plus placements or automatic
15:53placements. For most beginners, that's a
15:56good starting point, but here's the
15:57catch. Your creative needs to fit the
16:00placements. If you're uploading a video
16:02that only looks good in one format and
16:04then you're letting Meta show it
16:05everywhere, you may create some bad
16:07experiences in some placements. Meta
16:09will probably quickly figure this out
16:11and stop showing it in those placements,
16:12but they will pop up every now and then.
16:14I'm going to explain more about this in
16:16the later stage when I talk about the
16:18creatives and what's called the safety
16:20zone, which will allow the majority of
16:22these placements to be acceptable and
16:25actually profitable as well when editing
16:27a creative. If this is a little bit
16:29confusing, I understand. When we're
16:30actually in the ad section, you're going
16:32to be able to see these placements and
16:34see how this ad is actually going to
16:36look in a couple of clicks. So, now
16:38we've set this up in the ad set, it
16:39should look pretty similar to mine. We
16:41can click next and go to the ad level.
16:43This section here is the part that most
16:46beginners will underthink and it's the
16:47part that actually matters most. Because
16:49the campaign settings can be perfect,
16:51the pixel can be perfect, the budget can
16:53be perfect, but if the ad is boring,
16:55confusing, slow, or looks like every
16:58other ad in the feed, nothing good is
17:00going to happen with the budget that
17:02you're spending. The first thing at the
17:03ad level is the identity, which means
17:05the Facebook page and Instagram account
17:08the customer will actually see. Click
17:09the identity section, choose the
17:11Facebook page we set up before, and
17:13choose the Instagram account. If the
17:14wrong page appears here, stop and go
17:16back to the business setup because the
17:18ad should come from the brand the
17:20customer is going to recognize. Once the
17:22identity is right, choose how you're
17:23going to create the ad. In most cases,
17:26you're either going to be uploading an
17:27image or a video manually or use an
17:31existing creative. If it's a brand new
17:32ad account, there's going to be no
17:34existing creatives there. So, click
17:36manual upload, add media, choose image
17:38or video, doesn't really matter, and
17:40upload the first creative. But before
17:42you do that, I want to pause here
17:44because I think this is where people
17:45think Facebook ads is just about
17:47uploading nice videos. It's not. The
17:49creative really does have a job. It
17:51needs to show the right person, show
17:53them the right product, and make sure
17:55that the offer is relevant, and clearly
17:57get people to take a next step. So,
17:59before you upload your first ad, you
18:01should at least have three to five
18:03different creative angles. And I don't
18:05mean three versions of the exact same ad
18:08where the headline is slightly different
18:09or you've added a filter to the video. I
18:11mean a problem-solution ad,
18:13founder-style explanation, a UGC review,
18:16or an ad that really shows and
18:18demonstrates the product. All of these
18:20three ads should be shown actually in
18:23the ad account in the early stages of
18:24testing. You may also want creative
18:26variation in terms of you want three
18:28videos and three statics. There really
18:30can't be too many ads in this early
18:32stages. I've seen people launch brands
18:34with 10, 20, 30 creatives in the very
18:37first step. If you're stuck on what
18:39creatives to actually shoot for your
18:40brand, the one thing that I'll get you
18:42to do is go to Facebook Ads Library.
18:44This is a complete free tool. Go to an
18:46e-commerce brand like the Oodie or a
18:48brand that you really love, and look at
18:50some of their top ads sorting by most
18:53impressions, and simply get some
18:55inspiration from them. Chances are all
18:57you need to do is grab your selfie
18:58camera, film yourself talking about the
19:00ad, and then you also need to go on
19:02Canva and get some beautiful images, and
19:04create some ad variations there talking
19:06about why your product works. Now, I'm
19:08going to upload this image ad here, and
19:09you You go to the preview. This is what
19:11I was talking about before on the right
19:13to see how it's going to actually look,
19:15and you can preview placements. And I
19:17really don't want you to skip this step.
19:18I want you to scroll through the
19:19placements and really understand it.
19:21Now, one tip I have here for all of your
19:23creatives in the early stage is shoot
19:24everything, even the image ads, in 9x16.
19:28That's the vertical thing that you'll
19:29see on Instagram stories, but then have
19:31a safety zone in the 4:5 region, the 4:5
19:35ratio, which is what you'll actually see
19:37on the Instagram feed. This means that
19:39even if you've used a vertical image
19:41that completely stretches to the edges,
19:43it's going to show perfectly on stories,
19:46but there's not going to be copywriting
19:47or like call to actions or something
19:50like that half split off when you're
19:52looking at the Instagram feed, because
19:53the 4:5 safety region, that's where all
19:56of the good stuff should actually look
19:57in your ad. You can see here with this
19:59ad in Instagram stories, it looks great
20:01cuz it stretches to the edge, but in all
20:04of the other placements that matter, you
20:06can still see this copywriting. You may
20:08see some random placements using this
20:10method not work, but that's okay.
20:12They're probably not pivotal to the
20:14actual growth of the ad. If you do have
20:16an ad that is only 4:5 ratio and you're
20:18like, I didn't shoot this ad in complete
20:21vertical format, you can blur the edges
20:23and give it a 9x16 creative by putting
20:26it into your editing software. You could
20:28even just put a color background on
20:29there just so it looks proper in
20:31Instagram stories and actually runs on
20:33that format, because that is a very good
20:35format that we want to run on. Now, Meta
20:37may also show you creative enhancements,
20:39advantage creative options, or little
20:41automatic improvements around this
20:43section. For this tutorial, I recommend
20:45that you just turn all of these off,
20:47because if I have made an ad with a very
20:49specific hook or a very specific offer,
20:52a specific piece of text even on screen,
20:54I don't want Meta randomly changing and
20:56cropping and adding overlays and really
20:59confusing the testing process that I'm
21:01actually running for that ad. There may
21:03be times when these tools actually help,
21:04but at the beginning, I want to control
21:07these variables because I want to know
21:08whether my creative worked. Open the
21:10creative enhancement section and click
21:12off all of these automatic changes.
21:13Yours will probably look a little bit
21:15differently. Once the creative settings
21:17are handled, come down into the text.
21:19Click into the primary text box and
21:21write the copy that matches this
21:22specific creative. The primary text does
21:24not need to be a novel. It needs to
21:26match the creative as best as possible
21:28and make the offer clear. A simple
21:31structure for copywriting is call out
21:33the problem or desire, explain the
21:35product or offer, and give a reason to
21:38act now. It might be buy two and save
21:4010%. If you're stuck with this, simply
21:42go to any copywriting AI tool. It can be
21:45cool out, it can be chat GPT, anything
21:46that you're using, and simply explain
21:48your product, explain what the ad looks
21:50like, and say, "Can you write me a
21:51Facebook caption for the primary text
21:54that is going to be able to explain my
21:55product, call them out, capture
21:57attention, and sell the customer? Give
21:59me five variations." And it will give
22:01you a good option. Now, just be careful
22:03with how you write this because you
22:04can't call out personal attributes in a
22:06creepy way and playing that you know
22:07something sensitive about the customer,
22:09and you definitely can't make misleading
22:11claims. You may also see Facebook's AI
22:14recommend a ton of different captions
22:16here. You can consider using them, but I
22:18don't want them to use all five of these
22:20captions. I probably just want to grab
22:22one of their captions if I like it
22:23better than the thing that my other AI
22:25created and just run it with that one
22:27caption. Next up, we need to add this
22:29headline. This is actually kind of
22:31important. The description is less
22:32important. Then we need to add a call to
22:35action and paste the website URL. Once
22:38you put the URL in, make sure that you
22:40click it and make sure the page opens
22:42properly. Make sure it loads on mobile
22:44and make sure that the offer on the page
22:46actually matches the ad. This sounds
22:48painfully obvious, but I've seen people
22:50spend real money sending people to the
22:52complete wrong website. Now, here you
22:54can see below the URL, Meta has shown
22:57something called parameters. If you're
22:58using UTMs, you can actually use that
23:00section. If you're a beginner, you don't
23:02really need to worry about this too
23:03much. The main thing that you're
23:04checking is is the website right and is
23:07the pixel actually working. Now, once
23:09you click publish on this ad, you can
23:11then use duplicate to create the next
23:14ad. You want to keep it in the same ad
23:16set, then you want to change out the
23:18creative so you're testing a new angle,
23:20not accidentally launching the same ad
23:22twice. You may want to consider keeping
23:24the copy the same, but if it is a
23:25slightly different ad, you can change
23:27the copy here as well.
23:29The copy is definitely less important
23:31than the creative itself. Now, you want
23:33to repeat this for the three to five
23:35creatives that you have. Now, one thing
23:37you might want to do is just go through
23:38all your settings, check everything one
23:40last time, and then you want to click
23:41publish. Metal actually go through and
23:44start to review the ads. Sometimes this
23:46can be quick, sometimes this can take a
23:48while. One thing that you might want to
23:49actually do is actually turn off the
23:52actual campaign so it's not spending
23:54initially as it's going through this
23:56review process. This way, it's not going
23:58to start spending in the middle of the
24:00night when you're not actually awake and
24:02actually checking this, and you can wait
24:05for it to do its review process, and
24:07then as soon as you click the campaign
24:08to be back on, then it will start
24:10spending and you can monitor it
24:12throughout the day. The key check here
24:14is just make sure that you set up your
24:15budget properly. Don't spend $500 every
24:18single day or even 5,000 by adding an
24:20extra zero. Now, if an ad gets rejected,
24:23don't panic, but remember, don't just
24:25keep resubmitting the same thing over
24:27and over. Read the reason, fix the
24:29actual issue, and if you genuinely think
24:31it's wrong, use the proper review
24:33process. You can even screenshot what
24:36it's telling you and put it into AI and
24:38give it the ad and ask it to fix it. Do
24:40not try to trick the system by using
24:42some weird spelling thing or trying to
24:44get around certain policies or even
24:45making a new ad account because one ad
24:47gets rejected cuz this is how people
24:49create much bigger problems that will
24:51stick with you probably for the rest of
24:53your life. Once the campaign is
24:54spending, you You to know exactly what
24:56the account is telling you. So, let's
24:58talk about the first 24 to 72 hours. In
25:01the first day or two, the goal is not to
25:03panic. When you first publish a
25:05campaign, check the basic delivery
25:07signals. I want to know if a campaign is
25:09approved, active, spending, getting
25:11impressions, getting any clicks, sending
25:13people to the right landing page, and
25:15recording the proper events. The simple
25:18version is this: Is the campaign allowed
25:20to run? Is it actually spending? And is
25:22the data coming back properly? No spend
25:24is generally not a creative problem.
25:26It's probably something to do with the
25:28billing, the audience size, or an
25:30account restriction, or some other
25:32delivery issue. To set up your ad
25:34account so you can actually read all of
25:35this, you want to go into this edit
25:37column section. You can click here and
25:39change modify columns, because the
25:42default columns are usually not enough.
25:44For something like e-commerce, I want
25:45you to see the metrics that tell me the
25:47entire funnel. So, I want delivery,
25:50amount spent,
25:52impressions, reach, CPM, outbound
25:56clicks, outbound CTR, cost per outbound
26:00click, landing page views,
26:02add to carts,
26:04purchases, cost per purchase,
26:07purchase conversion value, and ROAS. If
26:10you really want to get fancy, you can
26:11create custom metrics like conversion
26:14rate and average order value. Save this
26:16as a preset and call it something like
26:18Davie's columns, or whatever you want to
26:20remember. Now, this will allow you to go
26:22to an ad account and simply sort by
26:24amount spent, and you can now see the
26:26top creatives that are spending, and
26:28also the results that they're getting.
26:30Once you can see all of this after the
26:31first 72 hours, there's a few things
26:34that you want to be looking at.
26:35Impressions but no clicks usually points
26:37to the creative, or the offer, or the
26:39angle. Clicks but no landing page views
26:42might be the page speed, click quality,
26:44or tracking. Landing page views but no
26:46add to carts might mean that they're
26:48looking at the page, the offer, the
26:50price, or the trust of the website, and
26:52not trusting it to add to cart. This
26:54could also mean that the product itself
26:56isn't that great. And then once
26:58purchases finally come through, the
27:00question becomes, is this actually
27:01profitable and is this product actually
27:03going to scale? Don't just stare at ROAS
27:05and panic. You move down the funnel, the
27:08delivery, all of these steps, and then
27:10you can actually diagnose exactly what
27:11you need to fix next. Now, one trap that
27:13I see all the time is people editing too
27:15early. They get $10, get no sale, and
27:17they change the audience, spend another
27:19$10, change the creative, then change
27:21the budget, then change the objective.
27:23They change so many things. That's not
27:24what you want to do right now. The only
27:26change that I think you could possibly
27:28make is you may want to consider adding
27:31a few more creatives to the ad account.
27:33And to do this, all you need to do is
27:35simply click duplicate again and do the
27:38step-by-step that we did before by
27:40adding a new creative using that manual
27:41upload. Now, this may reset some of the
27:44learning, but as a beginner, the more
27:45creatives you can put in, probably the
27:47better. Now, as you can see in this
27:48account where there is spend, you can
27:50see this return on ad spend metric,
27:53which is basically if I spend $1, how
27:54many dollars do I get back? Once you
27:56start getting purchases and managing
27:58budget on a daily basis, this is one of
28:00the main metrics that you'll use. If
28:02you're confused about what you should
28:04actually be targeting for this metric,
28:06you want to do this process. You can
28:08simply go to Google Sheets, use this
28:10Gemini extension, and say, "Create an
28:13e-commerce profit calculator. Let me
28:15enter the sale price, average order
28:17value, product cost per unit, inbound
28:19freight, packaging, pick and pack,
28:21courier or shipping costs, payment
28:23processing fees, discounts, and any
28:25other variable costs that I might
28:27actually encounter to help me calculate
28:30gross profit before ads, as well as my
28:33break-even CPA and break-even ROAS." You
28:36can also tell it that you want to target
28:38a 20% net profit and the target ROAS to
28:42achieve 20% net profit. Then it will
28:44produce a calculator that you can
28:46actually understand. So, in short, now
28:48that we've got this report, we can see
28:50that we need to be targeting this return
28:52on ad spend to create a 20% profit for
28:54our business. So, running Facebook ads
28:56is as simple as this. You wake up in the
28:58morning and you check this return on ad
29:00spend column in your ad account. If it
29:03is underneath the metric that you are
29:05targeting, then you may need to decrease
29:07the amount you are spending because the
29:09less you spend, the more efficient
29:10Facebook's actually going to be. If
29:12you're smashing this metric, let's say
29:13you're getting a 10 return on ad spend
29:15and you're only targeting a three return
29:17on ad spend to be profitable, you may
29:19want to increase your spend to increase
29:20the amount of sales that you're actually
29:22getting. Let's say we have a target cost
29:24of $50 per purchase and a buying cost
29:27amount for $32, which is great in our ad
29:29account. Ad that has spent $150 with no
29:32purchase is probably going to be in
29:34trouble. An ad that spent $15 with no
29:37purchase may just need more data. So,
29:39you might be inclined to actually go in
29:41and start turning off the ads that
29:43aren't actually performing. However, the
29:45way we've just set up Facebook ads is so
29:47simple and this is why I often say that
29:49you don't need a Facebook agency because
29:52all you need to do is actually just
29:53leave those ads in there because
29:55Facebook will probably just stop
29:57spending for those ads anyway and start
29:59allocating budget to your top creative.
30:01This is why you'll often see one
30:03creative getting 80% of the ad spend in
30:05your account and all your job is as a
30:08Facebook media buyer running a business
30:10is keep introducing new creatives into
30:12this broad structure. Now, one caveat
30:14here is if you're a brand new ad
30:16account, you may want to make these
30:18optimization decisions of budgets cuz
30:20you might have a really good Sunday, but
30:21then the other days you might have zero
30:23sales. So, you probably want to make
30:24these budget decisions by clicking this
30:26time filter up on the top right here and
30:30selecting the past 3 days and then
30:32judging is my return on ad spend
30:34profitable for those 3 days? If yes, I'm
30:36just going to increase my budget by 10,
30:3920% not huge variance and then allow
30:43that to settle and see if you're still
30:45profitable. If you're getting no sales,
30:46you may need to go back and review your
30:48website. You might need a mentor to go
30:50through and actually look at the offer,
30:52look at the website, spot if your
30:53creatives are actually enticing enough
30:55because this is the art in itself, but
30:57this is 90% of what running an
30:59e-commerce business actually is. So,
31:01this brings us to AI. How can AI help us
31:03with our Facebook media buying? The way
31:05that I see it, AI can either help
31:08analyze, help actually do, or help
31:11create across the Facebook advertising
31:14platform. And I have four tools that I
31:16recommend for this. The first baby step
31:18is just using Chat GPT. What you can do
31:20is if any part of that process of what I
31:23just showed you was really confusing,
31:25just simply screenshot it, paste it into
31:27Chat GPT, tell it that it's an expert
31:29Facebook marketer, and ask it broad
31:31questions. This includes any other
31:32settings like the targeting options that
31:34I showed you, even how you're uploading
31:36the creatives. But truthfully, this is
31:38very limited. The only time that I would
31:40use this is if I just get stuck with a
31:42setup question. The next two tools that
31:44I recommend is Manis and Triple Whale.
31:46They're both very different tools, but
31:48they have a very similar use case in
31:50being able to plug into your ad account
31:53and analyze all of the things without
31:55you having to do screenshots. If you
31:57want to use Triple Whale, all you need
31:58to do is go into the App Store and
31:59download Triple Whale, sync your store,
32:02and then you can use their Moby tool,
32:04which is basically a Chat GPT, but now
32:06it has all of the context from your
32:07business and your ad account so that you
32:10can even ask it structural questions.
32:11You can even ask it about its creative.
32:13You can even ask things about what
32:15creative is driving the most sales for
32:17this particular product. You could even
32:19ask it to create new ad ideas based on
32:21what's winning. Now, Manis is a little
32:23bit more advanced because you're not
32:24going to instantly have it linked to
32:26Shopify and everything coming into that
32:28one place unless you set it up that way.
32:30But broad strokes, Manis has a lot of
32:32power. It can create and deploy landing
32:34pages. It can do it pretty much
32:36everything that Codex and Claude can do,
32:38but the integration with Meta is really,
32:40really strong. And then we have the
32:41bucket of tools that allows you to
32:43create things. I highly recommend that
32:45you test out Higgsfield. You can create
32:48a random image just through prompt, then
32:50you can highlight it, replace it with
32:51your product, you can even turn it into
32:53a video, and run that ad on Facebook. If
32:56you want to learn more about how to do
32:57these AI creatives, we have a full
32:59course on this in Daily Mentor. Click
33:01the link below.

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