Hey there I’m Nicole in this video you’ll learn how to launch your first Facebook Ads campaign. From researching your audience to setting up your campaign, you’ll learn the strategies the experts use to create winning campaigns.

1. Research your audience:

This tutorial will teach you how to choose the right targeting method, prepare targeting lists and create your first Facebook ads campaign.

Before we start setting up your first campaign we have to do a bit of research about your target audience. What does the audience like, where do they usually spend their time, etc. Next, we’ll show you how to reach out to these people. This final part is crucial for your future success with Facebook ads.

There are three crucial methods to target people on Facebook:

  1. Interests based audience
  2. Lookalike audience
  3. Custom audience

This tutorial will focus solely on Interests based audiences. While Lookalike and Custom audience require a lot of traffic and expertise, Interest based audiences are the most basic and important place to start Facebook advertising.

Interest based targeting does exactly what you would expect: finds and targets an audience based on the people, places, subjects, and things that they admire.

The first step to Interest based targeting it to understand your audience. These seven questions will help you to do just that:

  1. Who are the authority figures, thought leaders, or big brands in your niche?
  2. What books/magazines/newspapers does your ideal customer read?
  3. What event do they attend?
  4. What websites do they frequent?
  5. Where do they live?
  6. What tools do they use?
  7. What’s COMPLETELY UNIQUE about this group?

Check out Molly Pittman from digitalmarketer.com for more info on these seven questions.

While the answers to these questions aren’t necessarily complex, the research to arrive at the answers can take a lot of time. For this task you can use Google search, Amazon search, and Facebook Audience Insights. Don’t forget about websites such as Quora.com. You can easily get answers there from people who are really interested in a given niche.

Example:

I will use only Google search to show you how to make all the lists you need. Let’s say we are selling fishing equipment. Don’t forget that Facebook doesn’t allow you to target any page you want, so you need to make numerous lists of the same topic, because many of those interests would be crossed out. The list of interests will look like the following:

Who are the authority figures, thought leaders, or big brands in your niche? In this case, it is very easy to find a list of the best fishermen all over the world. Just type in “fishermen ranking” and you’ll find all the results that you need.

This is the list I’ve made:

  • Ray Scott (angler)
  • Jacob Wheeler
  • Mark Rose
  • Greg Hackney
  • Andy Morgan
  • Ott DeFoe
  • Jordan Lee
  • Randall Tharp
  • Kevin Van Dam
  • Jimmy Houston

Which books/magazines/newspapers do your ideal customer read? In the following example, you can see a list of magazines about fishing. There are more magazines about fishing than will end up on your target list. Just be thoughtful and selective. Also try using Amazon.com to find books about fishing. Most of books won’t appear in the Detailed Targeting box, but you can also try targeting authors of the most popular books.

This is the list I’ve made:

  • Field & Stream
  • Outdoor Life
  • Bassmaster
  • Florida Sportsman
  • Sport Fishing
  • Salt Water Sportsman
  • In-Fisherman
  • Marlin
  • Fly Fisherman
  • Florida Sport Fishing

What event do my audience members attend? This is very important because only a real fishing enthusiast will go to fishing tournaments and will follow all the news about the subject.

This is the list I’ve made:

  • Pompano Beach Fishing Rodeo
  • Opening Day of Trout Season
  • Big Rock Blue Marlin Tournament
  • Yamaha Contender Miami Billfish Tournament
  • Big Bass Tour
  • Lake Havasu City Striper Derby
  • Pompano Beach Fishing Rodeo
  • Lake Champlain International Fishing Derby

Which websites does the audience frequent? A quick Google search will provide the top websites for your audience. However, keep in mind that it is not only websites of fishing associations or fishing resorts. People also read blogs about fishing. Those bloggers have really specific audience which is very interested into fishing related topics.

This is the list I’ve made:

  • http://www.bassproshops.com
  • http://www.midwesttackleshop.com
  • http://www.tackleexpress.com
  • http://www.theessentialfly.com
  • http://www.avidcarp.com
  • http://www.tackledirect.com
  • MidCurrent
  • BD Outdoors
  • World Fishing Network
  • Wired2Fish

Where does the audience live? The geographical location of your potential customers usually depends on a market you want to sell in. It’s rare to feature a product that can only be used in a specific location.

What tools do they use? In terms of our fishing example, let’s think about all the equipment that is needed to start up the sport. So it could be brands and online stores that sell fishing rods, reels, bats, etc.

This is the list I’ve made:

  • G. Loomis Rods
  • St. Croix Rods
  • Lamiglas
  • Fenwick
  • Shimano Fishing
  • Daiwa
  • Eagle Claw
  • Rapala
  • Penn Fishing
  • Berkley (fishing)

What’s COMPLETELY UNIQUE about this group? Often, people new to Facebook ads forget to ask this question. Basically, the question helps you discover any unique or unexpected traits about your audience. This question is not as straightforward as the others and will require more creative research.

After you’ve done a research about your audience and created your targeting lists, you can login into your Facebook account and start creating your first advertising campaign.

2. Set up your first campaign:

When creating your ad you have three options to choose from:

  • Boost your post
  • Ads manager
  • Power editor

Boost your post is the easiest way to create an ad, but it has the fewest options in terms of targeting, so you should avoid it. Power editor is the most advanced way to create an ad, but the method is often too complex for the first time advertisers. In this tutorial, we’ll use ads manager to create our first ad.

Choose your ad’s objective:

First off, you have to choose an objective of your campaign. I suggest to choose the most relevant objective from the list. If you want to get some traffic to your store, use Traffic objective. This way you will get the cheapest clicks to you website. If you want conversions, you have to choose Conversions objective, just keep in mind that your Facebook Pixel should be installed for this objective. Pro tip: you need to get 20 – 25 conversions to any given conversion event. Otherwise Facebook won’t be able to optimize your ads correctly. Facebook does a lot of automatic optimization, so you have to clearly define your campaign’s objective.

Let’s select a conversions objective. In this step, all you have to do is just name your campaign and click Continue.

Next, choose conversion event. The problem here, as I’ve mentioned above, is that Facebook needs 20 – 25 conversions per day, no matter which conversion event you choose. So if you’re choosing Purchase event and you don’t get 20 to 25 purchases per day, Facebook will not be able to fully optimize that campaign. That’s why you need to boost your conversion event. I suggest that you first choose View Content event. After a while, take a look how many Add to Cart events and Purchases you get per day and edit your campaign accordingly.

The next step is the most important. This is the part where you define the audience, budget and bidding.

Choose your audience:

First of all, you have to choose in which market you want to advertise. Also, pick the age range and language. At the beginning, it’s best to not be too specific about age or gender. You can refine your ad targeting by these demographics as you gain traffic and learn more about your audience. Never presume before the start of an advertising campaign! Only choose settings based on the research you performed earlier.

An audience size of roughly 250k works well. The number is not too broad, but also not too narrow. It’s important to have a big enough audience in order for Facebook to correctly optimize the results. In general, cold traffic audiences should range from 100k to 500k people.

Eventually, test out a combination of interests in order to identify a more specific and niche audience. To do this, just click “Narrow Audience” under Detailed Targeting list and add more interests there.

The main mistake people make is leaving Automatic Placements selected by default. This action enables Facebook to run ads on every single placement it can. However, placements you need depend on the product you’re selling.

I usually advise that people avoid using the Audience Network placement. Facebook is working on improving this placement, but since the feature is still in a development phase, you don’t have any control over it aside from some basic exclusion features.

Messenger placement is a very specialised feature which is suitable only for engagement or retargeting users. For this reason, it doesn’t make sense to use it with your first Facebook ads campaign. The same goes for Instant Articles. You need to prepare specific content for this feature. The best way is to start with Mobile and Desktop News Feeds. If you eventually experience positive results from your campaign, you can scale use of the feature through other placements.

Budget and schedule:

The next steps are to define how much would you like to spend on your ad and to define if you want your ad to run continuously or via a schedule. Facebook advertising has become more expensive. Gone are the days when a $10 per day budget would be enough to reach your goals. Nowadays, you need to invest more at the start of your Facebook ad campaigns in order to experiment with different audiences and understand what kind of people are really interested in your product.

You can also employ various bidding techniques. It works best to choose Optimization for Conversions (if your objective is Conversions) and automatic bidding. Change your Conversion window from 7 days to 28 days click or 1 day view. This will allow Facebook to make the most out of your data. After a while, you can look at how your audience is converting and you can adjust the Conversion window.

Design your ad:

There are two ways you can create an ad: from a scratch or by duplicating a post that you’ve already created and used.

When creating a new ad, you can choose from five formats:

In the very beginning, I suggest to that you use a Single Image Ad and simply create a few ads with different images for the same product. This way you could get the best idea concerning what works and what doesn’t work for your target audience. Also, this format lets you land people to the most preferable page in your store or product that you want to push harder.

A carousel ad gives you an option to use 5 different images in one ad. This option is really handy when you want to show that you have a variety of products in your store or determine which product best suits your target audience.

Facebook recommends that your images would be 1200 x 628 pixels, also keep in mind 20% Text Rule. You can read more about it here: http://bit.ly/ImageRule

Upload images that you have taken yourself or choose from a free stock image bank. Also, I suggest you to try a free tool called Canva to create more eye catching and original ads. You can register here: www.canva.com. You can also always hire a freelancers to find and edit images on www.upwork.com.

Now’s the fun part! You get to create all those catchy headlines and descriptions. Use your imagination and try to research what big brands in your niche are doing with their Facebook ads, what kind of images and text they use. Also feel free to experiment with Call to Action button. Keep in mind that usually, in Mobile News Feed, Call to Action button covers description text, so if you have something important to say in a description, don’t use the Call to Action button. In that case you have to include call to action in your Ad Text.

Facebook ads are a really powerful way to target your audience. Mastering this strategy will take some time. Don’t try to do everything at once. Concentrate on the easiest approaches and then go deeper into audience research, targeting, and ad design.

Recap:

  • Use Facebook ads to target people in three different ways: Interests based targeting, Lookalike audiences, and Custom audiences.
  • Research your audience using Google to find answers to 7 Audience research questions. Don’t forget about other tools which I’ve mentioned at the beginning.
  • Use Ads Manager or Power Editor (only on Google Chrome) to create campaigns.
  • Understand the objectives of your campaign.
  • Don’t make any assumptions about audience demographics before creating your first campaign.
  • Give Facebook enough data to run your ads properly.
  • Don’t try to do everything manually, Facebook has a ton of inside data – use it.
  • Be creative! Try out different banners and texts, this way you’ll get the best results.

Now it’s your turn to build a dropshipping empire! Use these tools wisely and invest enough time to master them. If you have more questions, feel free to contact Oberlo support, we’re willing to help you at any dropshipping related topic you want.