In Part 5, you learnt how to write a converting Facebook Ad Copy that will attract your target buyers.
Now it’s time to set up tracking systems to ensure that the data of each sale/lead is being tracked and registered.
Tracking Conversions Using The Facebook Pixel
What is the Facebook Pixel?
One of the most important “tools” in Facebook you’ll use is the Facebook Pixel.
It’s simply a piece of code that you can place in your website to track Facebook related events.
There are 2 parts to the code:
– Base Code
– Event Code
The base code tracks all traffic to your website.
Event codes are additional pieces of code you can add under the default pixel code to track certain actions on those pages.
You can use the event codes to track several types of events – including standard and custom events.
You can also use it to create website custom audiences based on visitors to specific pages in your website.
I’ll be going deeper into how you can use the Facebook Pixel for more complex events.
For the purpose of this guide, we’ll focus on setting up standard events specifically for lead or purchase conversions.
This means we’ll be using 2 standard event codes specifically:
In the next section, I’m going to show you how you can create and implement your Facebook Pixel.
Create Your Facebook Pixel
- You can get access to Facebook’s Ad Manager by going to www.facebook.com/ads/manage.
- Click the navigation bar on the top left hand corner and look for “Pixels” under “Events Manager”
- On the next page, click “Create a Pixel” to start the process of setting up your pixel.
- Add a name for your pixel and click “Next”. You can always change the name later.
Install The Facebook Pixel Base Code
There are a few ways to install your Facebook Pixel in your website.
Most platforms such as Shopify and WordPress have plugins or extensions that can help simplify the process of installing your Facebook Pixel.
However, if you like to do it manually, you can follow the instructions below.
- If you selected the option to copy and paste the code, you’ll see the Install Pixel Base Code page.
- Click in the code box to copy the code to your clipboard.
- For many landing page software such as LeadPages or Instapage, you can add the base code via a HTML box.
Remember, if you want to track conversions, you want to place the code on the “thank you page” or “purchase confirmation page” too. In order to track conversion, you will also need to include a Event Code on top of the basic code.
We will explain more about this in the next section.
Install The Facebook Pixel Event Code
Click Next to get another snippet of code you install on specific web pages to track actions taken on those pages.
As mentioned earlier, event codes allow you to create highly targeted ads and learn more about your audience.
If you are going to select leads, you can copy the code below and add it to the end of the Base code.
Click Next to proceed to the next step.
The final step is to test the pixel status.
Make sure you publish your landing page and refresh the page with the pixel installed.
Next, go back to your “Pixels” dashboard and refresh the page.
If the pixel is installed correctly, pixel status will show that it is active.
You might have to wait 20-30 minutes in some cases. If the pixel status is still inactive, you might want to double-check your implementation.
You have installed your Facebook pixel and you’re ready to start launching off your ads.
Setting Up Your Ads Using Ad Manager
To get access to your ad manager, you can go to www.facebook.com/ads/manage.
While we do our best to provide the most updated screenshots of the Facebook platform, it is almost impossible to keep up with all the changes Facebook is rolling out on the Ads Manager.
Some of the screenshots shown in this guide might be slightly different from what you see in your Ads Manager.
If that happens, do your best to look for the same or similar option. If you don’t see it, you can always Google for it.
Now that we got that out of the way, let’s jump in!
Account Settings & Billing
The very first thing you want to do is to make sure that your account settings are correct before you proceed with setting up your ads.
To go to your accounts settings, go to “Ad Accounts Settings” through the navigation bar.
You want to make sure the currency is set to your local currency, assuming you are running a business.
Otherwise, you will be charged based on a foreign currency and you might incur additional costs due to currency conversions.
You will also want to make sure your timing is set based on the time zone of the country you are marketing in. This will ensure that when you do scheduling for your ads, they are based on the right time zone.
Now, there are cases where you need to de-activate the current account because you were not using the right settings.
If you are already running ads in the existing account, you can choose to setup another account using Business Manager (you have a maximum of 2 accounts per business manager).
Otherwise, it’s best to de-activate your previous account You might also want to re-name your new account differently so it will be much easier to find it later.
Before we jump into the setup of the campaign, it’s important to understand what the structure of a typical campaign is like.
There are 3 levels to every campaign.
– Ad Set
At the campaign level, you’ll select one of the campaign objectives.
There are different types of objectives you can select but they’re usually split into 3 types of main objectives:
Each of them have their own purpose but we’ll be focusing on conversion campaigns for this guide.
At the Ad Set level, you’ll be setting the schedule, budget, targeting, placement and optimization strategy.
I’ll share more about the different options and what you should choose later.
The key thing you need to know is that each Ad Set can have multiple Ads.
At this level, you determine your creative.
You can select either a published post (a post on your fan page) or an unpublished post (a post that serves as an ad and does not show up on your page).
When it comes to Ads, it’s important to set up at least 3 different ads with different angles at the start to find an ad that works for a specific target group.
Now that we understand the campaign structure in Facebook, let’s jump into the actual technical setup.
Setting Up Your Facebook Campaign
- Click on the “Create Button” to start the campaign set up process.
There is a “Guided Creation” process for newbies on the platform but my preference is to learn how to use the “Manual Creation” process instead.
From our experience, it is usually faster and surprising easier to set up your campaign manually.
- Type a campaign name.
You can use the standard naming convention that we use here in at GrowthTribe. It consist of the month in which the campaign is setup and the person who did the setup.
This makes it easier to search for specific campaigns when you have hundreds or even thousands of campaigns in your Ad Manager.
<Month> – <Person> – <Offer> – <Campaign Objective>
Example: 0418 – Adam – GrowthX – Conversion
Alternatively, you can create your own naming convention. Just make sure this is standardized across your team.
- Select “Auction” and “Conversion” as your campaign objective.
- Enter your Adset Name.
I usually include targeting and placement as part of the Ad Set name.
Example: Small Business Owners – Websites – MF25-50 – Newsfeed
- Enter your Ad Name
For Ad Name, I usually include the angle and the image type.
Example: Losing Money – Toilet Bowl
You can include other relevant information based on the type of creative.
If it’s a video for example, you might want to include the word “Video” inside the Ad Name.
Example: Video – Losing Money – Toilet Bowl
- Once you’re done, click on “Save To Draft” and you’ll go back to the main dashboard.
You’ll see a new campaign setup in draft in your dashboard.
Select the campaign and click “Edit” to review your settings.
Why am I spending so much time talking about Naming Conventions?
Because part of becoming a successful media buyer is to learn from your data.
It makes it easier for you and other team members to read your data and learn from your past campaigns in the future.
This is one of the many “fundamentals” you need to get right from day 1, along with details like your UTM tracking, pixel funnels and custom audiences.
They might seem basic but they will make it easier for you to scale in the near future.
I cover many of these fundamentals in the GrowthX membership, which will set you up for Facebook Advertising success in the long term.
Ad Set Setup
Once you set up your campaign, the next step is to edit the setting for your Ad Set.
- With the campaign selected, click on the “Ad Sets” tab.
- You’ll see one new Ad Set belonging to the campaign.
- Select the Ad Set and click on “Edit”.
- Select the page you’ll be using for your promotion.
- Move to the Budget & Schedule section.
– The default will be daily budget.
When you are starting a new campaign, we recommend you start with a daily budget to ensure that you get enough data from your ads. You can select “Lifetime Budget” later.
– For daily budget, they will have a default value.
We recommend you use their default value for a start. If you start with a low daily budget, your ads will run extremely slowly and you wouldn’t get enough data to do your optimization later.
– For scheduling, you can select an end day if you like.
My preference is not to select an end date. You don’t want to be caught in a situation where your campaigns are performing and you forgot to extend your campaign’s end date.
You’ll need to set a lifetime budget if you want to set up more detail Ad Scheduling e.g. running your ads on specific times of the day or days of the week.
This is the part where you setup your targeting.
There are 9 ways to target on Facebook. I’ll go into more specifics about targeting in a future post. For now, we’ll just cover the more basic options.
– Select the location, age and gender of the group you are going after.
– If you’re in a small country (<5 million active users), my preference is not to select the language as many users do not set this by default and you might restrict your audience too much.
– For detailed targeting, there are basically 4 types of targeting you can play with – advanced demographics, interests, behaviours and categories.
For example, if you want to use interests, you can select specific interests for your target group.
If we’re targeting small business owners using the websites they might visit to learn more about digital marketing, I might add interests such as “Social Media Examiner”.
When I do that, more suggestions of similar interests will appear below. If they belong to websites that marketers might visit, I’ll add them into my audience for this specific Ad Set.
To check what is your audience size, you can look at the meter on the right hand side.
Facebook will tell you if your audience is too broad or too narrow.
Is there a minimum or maximum audience size?
While many “gurus” might recommend audience sizes, the truth is that it really depends on the industry you are in and the offer you are promoting.
If you are in a B2B business and you want to reach out to specific business owners, you might have audience sizes as low as a few thousand.
As long as it is the right audience and they are responding to your ads, it doesn’t matter if it’s too small.
On the other end of the spectrum, if you have a mass-appeal offer such as F&B or hair care products, you might get response even if you target a broad audience of a few million people in a country.
The only advice I will give you about the audience size is that the smaller the audience size, you’ll have to refresh and launch new ads more often.
So do keep these guidelines in mind.
In an effort to increase their inventory without bombarding users with too many ads, Facebook launched off new placements such as Instant Articles and Instagram.
While there are some people who had success with placements outside Facebook, the general consensus is that the results are mixed at best.
There are also additional media requirements and restrictions you need to take note of if you want to use these placements.
This is why, unless you have tons of budget to burn, we recommend you start off with “Facebook Feeds” first.
Even if you want to test the rest of the placements, set them up in different Ad Sets.
For now, un-select all other placements except “Feeds”
Go with “Lowest Cost” first.
This is the default option and Facebook will handle the optimization for you to give you the lowest cost possible.
You can set up a bid cap if you like but we do not recommend it. Setting too low a bid might restrict the amount of reach you’ll get from your ads.
Another way to optimize is through Target cost (or manual bidding).
I don’t recommend this unless you are an experienced Facebook Advertiser.
And you have sufficient time to manage your ads and budget to “ride” the huge fluctuations in your performance.
- Once you are done, click “Close” to go back to the dashboard.
- With the Ad Set selected, click on the “Ads” tab.
- You’ll see one new Ad belonging to the Ad Set.
- Select the Ad and click on “Edit”.
- You’ll get to see the page you’re running your ad from. If you are running on Instagram, you’ll have to attach an Instagram account to your Ad Manager.
– You can either selecting an existing post from your Fan Page or set up an unpublished post.
– If you select an existing post, you can select it from a list of posts.
– If you want to set up a new unpublished post, you’ll can select between “Ad with single image or video” or “Ad with multiple images or videos”.
In terms of creative, I recommend you test with single image or video first.
However, if you do have the resources, ads with multiple images or videos do get higher engagement and clickthrough rate (CTR).
If possible, try to run a video ad instead of just an image ad. Facebook prioritizes video over image ads, giving about 2/3 of its inventory (or advertising space) to video.
This means potentially lower cost for more reach if you run video ads.
If you do not have the resources to create your own videos, I recommend you create a video slideshow by piecing together multiple images:
Facebook provide a free tool and royalty-free music you can use to create high quality videos, even if you have little technical experience.
– For the rest of the ad, you can add in the website link, post text, headline and description.
– Select a “Call To Action” button that you would like to use.
Once you are done, you have created your first ad.
Like I mentioned earlier, it’s best to test different target groups and different ads right from the start.
I recommend you test at least 3 different ad angles per audience (not target group).
Here’s an example. I’m basically testing 3 different ad angles to see which one is likely to
Small Business Owners – Websites – MF25-50 – Newsfeed
Avoid Losing Money – Toilet Bowl
Turn $1 to $3 – Money
Get More Customers – Queue
The best way to create new Ad Sets and Ads is to use the duplication option in the Ads Manager.
This is a huge time-saver for my team and allows us to create multiple Campaigns, Ad Sets and Ads within a short period of time.
So how do I duplicate my Ads?
- Select the first Ad I created and click on the “Duplicate” icon.
- Make modifications to the Ad based on the new angle.
- Click “Close” to save the draft.
To duplicate Ad Sets…
- Go back to the “Ad Set” dashboard by clicking on the “Ad Set” tab.
- Select the first Adset you created and click on the “Duplicate” icon.
- Make modifications to the Ad Set based on the new angle.
- Click “Close” to save the draft.
Launching Off Your Campaign
Once you checked through your setup, you can go back to the main dashboard and click on the “Review & Publish” button at the top right hand corner.
Your ads will be sent for review and you’ll see a “Pending Review” status in your dashboard.
If you are running from a new account, expect your review to take a little longer as Facebook is likely to send your campaign for a human review.
Human reviews take anything from 3 hours to 1 day. So don’t be surprised if your campaign takes that long to approve.
If you are running from a seasoned account where you ran ads on it recently, the approval process should take anything from 15 minutes to an hour.
If your ads get disapproved, you can check the status of the ads and they will explain why your ads was not approved.
Make changes to your ads and upload them again.
Note: Do not try to send the same ads for review again. If your account gets too many disapprovals at the start, you risk getting your account banned.
I recommend you check out the Facebook Advertising policy to have a full understanding of what you can and cannot run on Facebook.
And this wraps up the technical setup of Ads on Facebook.
In Part 7, you discover how best you can manage your Ads (The best bang for your buck).