how to run ads on facebook

How To Run Facebook Ads in 2022- Beginners Tutorial (Complete Guide)over the past four years i spent

Davie Fogarty

Updated on Jan 14,2023

How To Run Facebook Ads in 2022- Beginners Tutorial (Complete Guide)

over the past four years i spent 40,million dollars on facebook ads today,i'm going to give you a complete,walkthrough on facebook ads and set it,up for our new brand the lemon scrub,this is going to be everything that you,need to know to get at the basic,structure set up and get your first sale,it's been a long journey here we've,found the product we've set up the,website we've shot the content let's,jump into the facebook ads so the first,step in setting up facebook ads is we,want to go to,we want to create a business manager,account there's lots of ways that you,can kind of create ad accounts,especially in in the past but creating,something through business,manager is going to ensure that you can,have have a successful scaling business,in the long term there's lots of,different features in here once you're,in business manager you'll be prompted,to set up a new account you can also,then come into settings and create a new,ad account so we can come down here,there's a drop down accounts ad accounts,i have a few already in this business,manager but you can click create new ad,account here when you're setting up this,ad account you just really want to call,it your brand's name and possibly also,the region as well in case you could,expand globally so i'm going to do lemon,scrub a you and then we want to set it,to the time zone for our city and the,reason why this is really important is,for your ad set reporting and also the,budget spend,the currency you want to make sure that,it's in the currency that you are,receiving from your customers you're,going to need to spend the money that,they're sending you on future ads i'm,just going to click next there and set,it up we're going to put it within our,business manager,and click create now if you are just,getting started there are a few things,that i need a flag that probably you,need to do that i might not need to do,because i have some history on the,platform i have already got this set up,first step is make sure that you put,your id and your all your business,verifications within the business,manager this is this will help facebook,trust you and trust that you're not a,scammer the second thing is you need to,start spending really really slowly you,don't want to really ramp up the budget,straight away they're not just going to,think that it's a scam product the next,step is adding people you just add,yourself and you allow them to manage,the ad account and you click assign the,next step is adding your payment info if,you are an australian resident make sure,that you put your abn in this section,because otherwise they're going to,charge you an additional 10 or so now,you've set up your ad account the next,step is to set up your pixel and start,running ads now this really depends on,what platform you're using to actually,sell the product we're using shopify so,it's really simple if you're using a,different platform just try to follow,along they should have a similar cappy,kind of setup i'm gonna head over to,shopify here and i'm gonna go down to,preferences once in preferences you can,see all of these pixels set up so we've,got our google analytics so we come down,here and we can click set up facebook,under facebook pixels ready now you can,see a series of steps that you need to,walk through we're first going to,connect our personal facebook to it and,continue one thing to note here is i'm,doing everything through my actual,facebook account if you create a brand,new facebook with a fake name or,something you're gonna get banned,straight away they have abs they have a,lot of bots that are doing this the,older your facebook is the more,legitimate it is the more you've,complied with policy is really important,now what you'll be prompted to do is,select a business manager which we've,already set up within facebook i think,you can set it up within shopify but i,like to do the really complicated stuff,through facebook and then just connect,shopify and facebook we can click,connect here because this is the,business manager that i set up,previously you should only have one,business manager unless you're really,experienced now the next step is to make,sure that you select the ad account that,you also set up prior,view and accept the terms and conditions,now we can scroll down and select our,facebook page in this step because a,facebook page is quite simple to do,you can actually go down and click,create new in this shopify settings i'm,actually quite happy with that,alternatively if you do want to create a,facebook page through the business,manager you do it very similar to how we,set up the ad account you come to pages,and you click add and create new page,i've already got mine set up so i'm just,going to connect that now the next step,is quite important this is where shopify,really shines so you've got this thing,called cappy setup which is basically,shopify's response to the apple privacy,laws it feeds a lot more data straight,through to shopify from facebook about,the users you really want to set up,maximum however there are a couple of,privacy policy things that you need to,read and set up prior we're not going to,do that today i'm just going to set this,up the next step is setting up your,pixel typically what will happen in this,step is dopify will try to select a,pixel for you depending if you do have,more out of counts and pixels this could,actually be the wrong pixel so you do,need to take care with which one it's,selecting you need to make sure this,pixel is the one that's linked to the ad,account that you've selected,so i can actually click disconnect here,it'll give you a big scary warning but,it's okay it's still going to show me,all the other pixels that are actually,available within the ad account so to,find out which pixel is linked to the ad,account you can come into connected,assets and you can see that,this ad account is connected to this,pixel so this was automatically created,when i was going through the uh setup,process just so i know what it's about,i'm just going to open this up i'm going,to look at the pixel id which ends in,624,and i'm just going to rename the 624,pixel,up here to lemon scrub,official,now what i can do is i can actually see,this 624 here and i can connect to that,one knowing that it's the right lemon,scrub pixel we're almost finished now i,know this stuff is boring we're going to,get into the actual facebook ad account,soon but it's really important we get,the setup right from the beginning we're,going to select the country that we're,advertising to which because we're in a,dot-com.u domain we're gonna do,australia,and we're gonna finish the setup and,that's just how easy setting up somebody,now you really do need to check that,this is set up properly to do this you,need a chrome extension called pixel,helper,install this in chrome now all you need,to do is come into here i'm going to pin,this because i use it a lot there's,pixel helpers for basically every single,advertising platform it's really good to,check out you know your competitors what,advertising they're using i'm going to,come to my domain which is try,,and the pixel should show up here,now what what is a pixel a pixel is,tracking the user's behavior on the,website it's tracking not only if they,visit a page but also if they do a,certain action what do i mean by that so,if i come into the collection page watch,this pixel tracker change it's gone from,page view which was the initial home,page to a view content now you can start,to see all of this data that's coming,through to the pixel so like the product,group the content id this content id,matches the product in the back end of,facebook so now what we've done is we,this user which is me,this facebook knows that i have viewed,this product which is really important,for retargeting later i can show this,product to the customer or products,really really similar the other events,include add to cart or purchase when the,person purchases the product or shows,any intent like add to cart it will then,group that customer demographic it'll,start to cluster people that are very,similar to that and start showing the,similar ad that got that person to take,that action basically it's feeding a lot,of data through which allows facebook to,understand where to better spend your,advertising budget to get more,conversions the facebook algorithm is,getting so good and the ad account is,getting even simpler just three years,ago,facebook advertising was all hacks and,tricks to get the absolute most out of,it this is why agencies would always,sell people on their new tactic of how,to do it the beauty of facebook and,their goal is to make it simpler which,is great for you as a new beginner i'm,going to show you a really simple way to,set up facebook ads to get your first,sale and also exactly how we set it up,at the uri so that you can copy it my,prediction is that it will get even,simpler over the next one to two years,and the basic setup is going to be all,you need alrighty so now we can jump,back into facebook and we can go into,the ads manager you'll hear a lot of,people talk about the ads manager we're,going going into create and we're going,to create our first ever campaign now,this is probably the first place that,everyone goes wrong,if you're in ecommerce and you're just,beginning the only thing you need to,know is conversion campaigns they've,just recently changed their setup here,to show sales but you can see when you,highlight it it talks about conversions,all of these other forms of traffic um,such as awareness traffic and engagement,when i first started facebook ads that,is exactly what i was doing i was,basically running those ads not,understanding that facebook was probably,feeding me bot traffic or just traffic,that had no intent to buy by using,conversions facebook has a lot of data,for people with buying intent for that,product i'm going to click on sales the,next step is naming your campaign now i,really do suggest that you get a strict,naming convention in this beginning this,is because you're going to be successful,so let's get it nice and clean in the ad,account this naming convention does not,affect your ads in any way this is for,your internal use i've seen people like,say boobies,you can see here we've got these three,layers we've got the campaign we've got,the ad set and we've got the ad you can,see here we've got three options with,naming we've got our campaign we've got,our ad set we've got to add this is a,good time to talk about what we're going,to set up in each of those the campaign,is a high level objective so for example,conversions depending on how you want to,set up your account there's different,ways that you could name this if you,have lots of products some people use,that campaign to be that product,specific so for example this would be,lemon scrub cleaning but we've also got,the cleaning gloves so we would do this,another campaign for those gloves other,people's structure campaign so it's,either cold audiences or warm audiences,or repurchases which is actually how we,use it at the uri this will make a,little bit more sense when we start,setting it up the ad set is where we do,a lot of our targeting so we're deciding,what demographic the geographical,location of our customers the interest,of our customers and then finally we've,got the ad which is where we're actually,putting the content in this feels really,overwhelming when you first get started,but trust me it is an amazing structure,to work with facebook is the most,powerful advertising platform and it,really is a thermometer for all of our,brands we cannot get the same return on,investment across all of the other,platforms we're hoping that ticktock can,get there one day to really support our,business and diversify our traffic the,other traffic forms that you do have out,there without going into too much detail,you've got native you've got snapchat,pinterest and google so for our naming,convention what we're going to do is,we're going to actually set up a cold,traffic campaign so i'm going to start,with the,the number one which means level one,and i'm going to do conversions,lemon scrub cleaner,the next step is we're going to create,an ad set,and i'm going to do this as,broad australia which will make sense in,a second finally i'm going to do add,which for now i'm just going to do add,one now the main thing that you need to,know on this campaign level it is pretty,simple once you've actually set up the,initial objective which we just did,prior is we've got this campaign budget,optimization which is referred to as cbo,if you're in any advertising forums or,anything like that watching youtube,videos you may heard hear this,terminology the other alternative to,this which isn't talked about as much,because it's actually just the default,what we're doing right now is ad set,budget optimization,basically the difference is campaign,budget optimization is where all of the,bidding is done on the campaign level so,you're gonna have let's say five ad sets,which we're setting up here so we've got,one ad set here and it's facebook is,going to allocate budget where it thinks,it's best,ad set budget optimization is where,we're going to have a little bit more,control on where the budget is spent to,which audiences again this is going to,get much simpler as we start spending,ads what we're going to do today is,we're just going to ignore that we're,going to go next so now we're into the,ad set this is the fun part so we've got,some really cool stuff up here which is,like our audience so this defines how,many people we're actually marketing to,we can narrow this down which we're,about to do in a second,the main thing that i really want to,stress is coming into here and in your,conversion event and going to purchase,there's a lot of different options that,you can see here,such as add to cart a lot of people talk,that you need a large amount of data,coming through the pixel for that,conversion event for facebook to,advertise that will actually prompt that,to you but i really like even just when,i'm starting a new brand if i think the,product's a winner i'm just going to use,purchase straight out the gate now the,next step is we need to determine a,budget for this ad set so this is a,common question that i get asked on,youtube is what it what should how much,should i spend on facebook advertising,it really depends initially if you're,just getting started you don't really,know what you're doing i would not be,sending this higher than 10 a day this,is because chances are you probably made,some mistakes with the content you might,make some mistakes with the ads you're,just learning so really all we want to,do when we begin is do like something,like 10 or even 5 for this ad set that,at least is going to get some traffic to,your site and you can start learning a,little bit more,that being said if your customer,acquisition cost is going to be like 10,20 you need to spend that much to get um,customers you know it does take a little,a long while to actually start getting,data through your pixel so that you can,actually get some positive feedback,loops as well,so there's kind of this fine line um,today because i do actually know what,i'm doing i'm going to do 20 underneath,daily budget you've got this start date,and end date you really just want to use,a daily budget because what we're going,to be doing is if we see success in the,ad set we're going to actually be,ramping up that budget and leaving it,indefinitely until it stops getting,results it'll make more sense like,everything once we actually start,running the ads so we're just going to,leave that as is now we can come down to,create new audience now in here is where,you would get all your look-alikes and,custom audiences which we'll cover in,the advanced episode um,however you can you know select your,country at this stage now this audience,section here is the thing that's going,to affect this audience definition on,the right here,so if i was to change this to the united,states,you can see that my audience goes from,18 or so million to 238 million this is,a much bigger audience guys much more,people to market towards now the ideal,audience has changed since i started,advertising um three and a half years,ago it really does vary,238 million is too many people in my,opinion especially with such a low,budget and kind of no data through the,pixel if once you get you know some,momentum with the facebook advertising,you might want to be going that broad,usually we use certain elements such as,interest-based targeting um to narrow,this audience down,the good news is because i'm marketing,towards australia today i'm just going,to come back in and i'm going to go,australia and i'm going to go people,living in this location you can see my,audience is about 18 million to 22,million that is absolutely fine facebook,is smart enough to figure that out and,get some good results with board this is,one of those things that i was talking,about before that as we go along i don't,think that interest will really be,necessary in the future facebook will,know more than you could ever know and,then you can just basically target which,region that you want and,it should convert accordingly the other,thing is age and gender you might want,to think that you understand you know,the exact age and gender that you've got,for this um product but you know there,are massive things that will surprise,you in this area and facebook can figure,this stuff out pretty quickly so i'm,just going to leave this again,see how easy this is there's really not,much that we actually need to change,again automatic placements versus manual,placements this is something that in the,early days you were 100 doing because,facebook will just want to spend,everywhere i'm just going to leave it,automatic today because we're using a,conversion event so,if you are,really wanting to test a video views or,an engagement ad that we talked about,initially make sure that you are using,manual placements because or at least,tracking where facebook is placing that,ad because facebook's sole purpose let's,say if you used a reach ad is to just,get that reach as cheap as possible,that can be really low quality audiences,and just doesn't really help you because,we're using a conversion ad facebook is,on our side it wants to get us purchases,as cheap as possible so i want to let it,place it wherever facebook thinks that,it can actually do that so i'm going to,leave automatic placements and we've got,this optimization and delivery which i'm,really excited to jump into in our,advanced episode there's things like bid,caps and cost caps all of those kind of,things that a lot of people are using,nowadays just to get a little bit more,control in their advertising this is,going in line with telling facebook more,about your product and more about your,margin so it can spend better for you,it's trying to work with you by using,all of these automatic placements and,wide board targeting you're actually,going to make sure that you get a full,picture about your product so,for example we might find out that,there's a demographic of your 18 year,olds that actually really love cleaning,that are using i don't know on something,on social media that we can then target,if by targeting this and not limiting,facebook it's going to find those,demographics we can then find out who's,purchasing and why via post purchase,surveys so now this is all set up we can,actually just click next and it's going,to take us to our ad so now you can see,our lemon scrub add down here we haven't,actually created an instagram and you,can see our facebook page is looking,pretty pretty raw this needs to be,updated to our logo with a bit more,content on this and i don't think lemon,scrub au is a very good name so to edit,that we can come into here we can come,into the page and we can edit all of,these details,within here we can create a username,sometimes this requires at least 15,likes or so um to actually do but i,think so if i did lemon scrub official,and you can see that it's rejected it we,just need to get a few likes of the page,once we start spending that's gonna be,absolutely fine we just need to change,the profile picture which you click down,here and click edit profile picture,upload photo we're just going to add the,logo and crop that in a little bit make,sure it's centered and we also want to,add a cover frame so when people,actually come to our page it doesn't,look like a scam to do that we click,edit upload photo and ideally what i'll,do next is create a few posts i'd kind,of educate a little bit more around the,product so that when someone falls here,um they would know that we're not a scam,but i'm just going to click save changes,i'm going to come back to my ads manager,where i was creating the ad i'm just,going to click command r which should,refresh the page and make us look like a,professional,you can see here that now the logo we,could maybe do the tub there but i'm not,going to at this stage the other thing i,do really want to change is that page to,do that we go into settings,now we've got our page name set up we,need to actually upload our content and,launch our ads,so you can see here we've got,they've auto populated a catalog ad we,don't want to use that just yet we're,going to set that up in another form of,advertising what we're going to want to,do is we're going to click here and,we're going to click video so you can,see down here they've actually set up a,catalog ad for us we want to use this ad,but not in this format we're setting up,a basic uh,level one kind of conversion ad where we,really want to show you our videos um,so we're going to go into here and we're,going to remove dynamic formats and,creative and now what this is going to,allow us to do is we're just going to,click single image or video and you can,see it's really pushing our cleaning,gloves but we're going to come down here,and we're going to change that,i'm going to delete this catalog,and i'm going to,add a video,i'm going to upload some of the videos,that we shot in our content episode now,you can see that these are all four to,five ratio videos which is really,important because it takes as much real,estate on people's phone as possible,this is mainly going to be placed on,mobile so make sure it's optimized for,mobile so i'm just going to,use this video which is the user,generated content we filmed so while,that's uploading we need to add the,primary text this is you know when,you're writing copy make sure you,understand the ada principle get the,hook get people's interest and then,solve that problem so we've actually,already written this in the copywriting,episode so i'm just going to pull that,file up and copy and paste some of that,copy so this is what's called long tail,copywriting so it's quite long you can,also try really just short brief copy as,well that works really well now one,thing that you need to understand is,compliance within the account so we've,written this copy and we've mentioned,the words freaks and we're also calling,out um you know characteristics of,people so the clean freaks are obsessed,with this lemon scrub that is genuinely,um flagged by,uh facebook affair and this may not run,so you can see in this copywriting we've,also got the uh we're gonna put the link,there as well so that we're pushing,people straight here and i'm gonna put,that emoji,like so,then we need to grab the headline as,well and then we've also got a,description which matters less so,you can see this is starting to populate,through the preview we can go to it like,a more a different preview as well so,now we've filled in all the text what we,can actually do is just click advanced,preview and we can see how it's going to,look on something like facebook,instagram,story and reels so just have a look at,that make sure your copy is right and,the creative's right we can change this,to something like shock now and we also,need to add the url so and just push,them straight to the home page here copy,and paste that so you make sure you get,it right,now the display link is actually this,bit here um so if it hasn't updated,properly or if you've used a really long,url you might want to just manually,input your display url here um but mine,is obviously fine it looks perfect now,the only other thing that i do recommend,even when you're a beginner is actually,setting up a thumbnail this is something,that we weren't doing for a very long,time um someone called us out on it and,you know we now are actually optimizing,thumbnails and getting some really,really good results so have a look at,some competitors in industry set up a,thumbnail that's really catchy that's,thumb stopping,and your performance should increase to,do this all we need to do is come into,here and click edit group and we've got,this thumbnail section here you can see,it's already on automatic this is one,thing that we're going to want to take,away from facebook we might just want to,use a bit more of a punchy kind of image,which i'm going to create now,all right we're back so i'm just going,to click edit group and i'm going to,click thumbnail because i've got these,dimensions my thumbnail needs to match,that we're going to change it from,automatic placement to manual,upload,upload the image you want something,that's really just kind of captivating,it's going to show the video that's,about to play you don't want it to just,be completely clickbaity it needs to be,somewhat relevant now we've updated all,of our creatives and we've set up the ad,set and we've set up the campaign we can,actually click publish the only other,thing that we could do is set up an,instagram account similar to how we've,set up the facebook page and click,connect account here it's pretty simple,nowadays with very little risk,i'm just going to publish this for now,when this shows up on instagram it's,just going to be my exact page name on,facebook and there you have it now we've,set up our first facebook campaign if,that gets approved through terms and,conditions it will start running at the,budget that we've set per day,now there are a few things that we do,need to improve on this to get results,firstly we don't just want one ad in the,ad set initially there are two things,that we can start testing in the early,stages if you want to get more advanced,about it we can test either our,audiences so we can duplicate this,like so and then we can come into here,and we can change this audience maybe we,want to do something like cleaning you,can see cleaning's popped up with quite,a large audience section there i can,click that and it has narrowed my,audience down here what i can now do is,i can change because it's not a broad,targeting i can do cleaning australia,and then i can click publish then i can,compare the results from the broad,audience set versus the cleaning,audience set because i'm using one,consistent creative it's going to be a,really controlled test around what is,going to perform better that kind of,rigid testing although is really,effective at finding what works isn't,probably the most efficient thing when,you're actually trying to launch a,business we're just trying to get,facebook to work so that we can actually,reinvest the money and grow the business,we can use this reset ads manager,whenever we make a mistake so i'm just,going to reset it and that green,ad set is going to be deleted what,what's probably better use of our time,is actually coming into this ad set that,we've already set up going to a broad,audience so everyone we're trusting,facebook's going to find it and we're,actually going to add more ads to the ad,set so i'm just going to click the,duplicate there and i'm going to click,here,and that's going to duplicate the ad,within the ad set so you're probably,thinking i've got two ads does that mean,i'm going to spend double no the budget,on the ad set level is still the same so,facebook is going to allocate that,budget as best as it can across those,two ads so you're going to get a little,bit of insight on what facebook ad,facebook likes better which one does it,want to show to people this isn't a,rigid split test but at least it's,giving facebook as much to work with as,possible to increase your results to,change this ad what i need to make sure,that i do is change to add two,when naming the ad name you really might,want to use something really descriptive,so you know when you're looking at the,results what's what's working so for,example that initial ad i might have,wanted to do um something like you know,that's my mom cleaning so it'll be mom,cleaning and we want to name the ad,based on the format of the ad it is,which will help you if you ever get to a,large amount of reporting so we're going,to do ugc,video and then i'm also just going to,say bathroom as well because that's,where it was so trying to be as,descriptive as possible,this one,we're going to come down here,and we're going to delete,this media we're going to add the video,exactly the way we did before and we're,going to name this linda which is the,model's name ugc video and we're going,to call it oven that's going to upload,i'm going to use all the same copy the,same url like so you can see that has,now uploaded it's a new piece of copy i,can click publish and that'll go into,the approval process as well using that,duplicate feature we can easily,duplicate ad sets campaigns or ads to,really make make things everything stay,the same and just change kind of one,variable so now we've set up a really,really basic structure if you've,followed along with me what's going to,happen is the ad sets going to start,spending budget you're probably,wondering what am i looking for,obviously you're looking for sales in,your shopify account but i'm just going,to quickly show you what kind of metrics,to look like in a real live ad account,so that you understand how to optimize,so this is an ad account with some,budget being spent we've got the time,section up here which is really,important a lot of people say where is,my ad results it's not spending um you,know i used to do this all the time when,i started you really just need to come,up here and change this to a time period,the next thing you can probably see is,some of these metrics here which is like,website purchases announcement they are,really important metrics but they're not,absolutely everything you need what,you're going to want to do is come down,here and you're going to click customize,columns this is going to give you the,full scope of what of data that you need,to look at in a conversion based,ecommerce campaign we're going to delete,a couple of these metrics here,just to make things a little bit simpler,and now we've kind of got delivery ad,set name bid strategy budget results,reach and impressions we're going to add,all the metrics from the beginning of,the funnel so what does that mean first,step a person sees your ad then they,watch the ad then they click the ad so,we need to actually go clicks and we go,cost per outbound click,then the next step is they're actually,going to view content on our website,which is that product page we showed,that on the pixel we're going to go view,content and we're also going to look for,the cost of the view content the next,step of the user journey is they're,going to view the page but then they're,going to add the product to cart so,we're going to go add to cart and we're,going to click cost of add to cart then,they're actually going to initiate the,checkout the initiate checkout is when,they're actually in the shopify checkout,and then what they're going to do is,they're going to purchase so we're going,to do cost per purchase i'm also going,to add value and total here if you're,really curious about this what you can,do is go into your own store look at the,pixel helper buy the product and watch,it each step of the funnel then the,final thing that we're going to want to,add which if again if you're in any,forums is row as this is what everyone,talks about your target return on ad,spend is really important to understand,when you first start your marketing,we're going to show our margin for this,product and we're going to have a break,even row as,what this means is any row as underneath,that so return on ad spend is going to,be unprofitable for us we want to get,our row as higher than that thing,we want to get our rise higher than that,metric because we've got all of these,other costs we've got the product cost,the freight cost the courier cost so we,need to that final customer acquisition,cost is really variable and this is what,we're trying to optimize to make the,most amount of profit per unit,so we're just going to uncheck a lot of,these random things they're really not,necessary and then we're going to save,this as a preset i'm going to call it,convert youtube there are some more,advanced metrics we're going to do like,thumb stopper ratio in the next video,i'm going to click apply and now we're,here so we can go let's go let's get a,decent amount of data let's go past 30,days we can see our ad sets on the left,here they'll probably be blurred for,privacy on the product and then we can,see the amount we've spent,the amount that it's costing to click to,get a click outbound so any link any,button,the cost per ad to cart,the initiate checkout how many purchases,you get,and also the roads so we're getting,about a 7.6 roads on this product which,is really really good,um,and the cost per purchase is only 18,it's quite a high value product which,you can see um,here so this will give you all the,metrics and kind of make you understand,you know if you are profitable with,running your facebook ads to recap this,ad set here because it is broad,targeting is actually going to target,everyone in australia we can obviously,narrow the targeting down by interest,but we can also narrow the targeting,down by behavior so our pixel is,tracking what people are doing on the,website so if someone has landed on our,website add to cart we can actually,target those people this is what's,referred to as retargeting while this ad,set is going to retarget those visitors,a very common thing to do within,facebook marketing is actually just,separate the cold and the hot so we're,actually going to force the budget to,spend more on retargeting than facebook,thinks there are some facebook people,out there that don't recommend any form,of retargeting they want facebook to do,absolutely everything we definitely use,retargeting within all of our campaigns,and to do this all we do is click,duplicate and then we're just going to,duplicate here now what we need to do is,we need to change the naming convention,because level one is people that have,never heard of us level two are people,that have taken action that action could,be visiting the facebook liking on,facebook following us on instagram going,to our website adding to cart purchasing,all of those are great retargeting,audiences you can even target people,that have watched your video in a,certain amount of duration so i'm going,to change this,to two you can see that's adjusted which,is great i'm going to remove the copy,and i'm just going to click publish now,i've clicked publish so that will,actually go live it's okay because we're,not spending we do need to make some,more changes if you're worried about it,spending by the time you edit it you,probably should turn it off there so i,can come in here come down here and,we're going to change the adset name,because we are now targeting a different,audience so i can actually change this,to website visitors,and i can come down here make sure that,there's no interest because we just want,the website visitors that have visited,our pixel and we can click create new,audience custom audience and you can see,all of these sources these are all,amazing things to target you can go to,website and we've got our pixel here,which is our source where we're pulling,this data from you can change this to,180 and you can name this website,traffic,180 days,and you can click create audience now,that's automatically going to create,that audience and it's going to place it,in here to be targeted we've just now,set up our first retargeting campaign,with retargeting because we've only just,set up this store chances are there's no,traffic going to the website so it's not,going to be able to spend the full,budget because there's no audience to,target this is where you can actually,set up retargeting you know one two,three weeks into starting your store you,don't need to set it up right away,especially considering that level one,traffic that we've kind of set up is,already retargeting as you progress and,you really start to clear those segments,in the level one traffic you may want to,start excluding these audiences so,people are in those set buckets and your,ad sets aren't actually competing,against each other and bidding against,each other it sounds complicated but,it's actually not too bad once you get,used to it i'm a big fan of just keeping,things simple initially and doing the,initial structure that i just showed you,before with no targeting until you feel,really comfortable within the ad account,the other form of retargeting that we,can create that is really really,effective even with smaller amounts of,um products in your store it's really,effective when you've got hundreds of,skus but we can just come in create,under our retargeting and we're just,going to call this catalog,now this is like a dynamic feed that,really customized based on what the,actual person is doing we can come into,here and you can see that it's,automatically selected at this stage and,you can see catalog here so if we this,is the actual shopify catalog you can,see the two products so if anyone goes,to this store they're gonna get served,this ad which i'm sure if you've been on,facebook you've seen before it generally,pops up really quickly after you've,viewed the store and you can swipe,through and see the relevant products,next episode we'll get into how to,optimize your ad sets to get the best,possible cost per purchase if you're,just getting started one thing i do,recommend is go watch my video watch,this before starting drop shipping even,if you're not drop shipping like where,not today it is really important to,understand facebook bans and the,limitations of the platform i hope you,enjoyed today's episode in a couple of,weeks we'll dive into the data hopefully,we'll have a couple of purchases we can,optimize the ad account better we can,add some software and some attribution,software optimize content and start,building a bigger business don't forget,to like and subscribe thanks for,watching

The above is a brief introduction to how to run ads on facebook

Let's move on to the first section of how to run ads on facebook

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NEW Facebook Ads Tutorial for Beginners in 2023 – FULL FREE COURSE

NEW Facebook Ads Tutorial for Beginners in 2023 – FULL FREE COURSE

On-screen right now, I'll teach you how to  step-by-step set up a solid Facebook ads from  ,scratch, and when we do this correctly it'll mean  a new ongoing stream of revenue for you and your  ,business. am I so sure that Facebook  Ads still works? If you just take a look right now  ,on-screen, if I go to the Facebook Report Third  Quarter 2021 Results and yearly financial results  ,they're still seeing year on year growth on their  active user base and advertising revenue so taking  ,a quick look at the ad revenue right here you  can see that there is tremendous year-on-year  ,growth and there's no sign of slowing down yet and  there are almost 2 billion active users every day  ,that we can still reach and let's not forget this  also includes instagram so this is the reason why  ,myself and the team are spending tens of thousands  of dollars every month on facebook and instagram  ,ads across our businesses with a pretty decent  return to this day although lots has changed  ,with the facebook ads since my days working as a  digital marketing manager in the corporate world  ,so let's go ahead and get stuck into the tutorial  see what's different and see how we can still set  ,up great facebook ads and by the way drop a like  and subscribe if you find today's video useful  ,it's always appreciated so the absolute very first  thing you want to do if you don't already have an  ,account is head onto the url  and then you want to create a new business account  ,first you need to log into your facebook account  and then create a new business account so once you  ,have that done you're going to head on to facebook  business manager this is a fresh account so we can  ,follow along here and this is your ads manager  account and we want to familiarize ourselves with  ,how to navigate this interface so firstly we have  the campaign section so the campaign section and  ,the campaign view is where we get an overview of  everything that's happening all the ads that we're  ,going to set up then the ad sets is the ads the  ads underneath the campaign and then finally you  ,have the ads itself underneath ad sets so it sort  of trickles down and we have a flow on effect from  ,campaigns to ad sets to ads the campaign structure  is very important and i'll mention more about that  ,in a moment we also have the column section and  this is very important in analyzing our ads our  ,performance and getting more detail from all our  campaigns then we also have the breakdown effect  ,so this breakdown column is essentially  giving you again more detail about the ads  ,and more efficiently viewing our data so data  is very important when it comes to facebook ads  ,and then finally you have reports where you can  generate reports and customer reports and then in  ,this section here once we create ads you'll start  to familiarize yourself with the data fields and  ,this is where you're going to see all the ad names  the delivery types the bid strategy the budget and  ,all the other statistics that we need to know when  it comes to facebook ads now just before we create  ,an ad together the second thing you want to do  is competitor research and we want to run some  ,competitor research because we want to understand  what a good ad looks like in your business and  ,find out some competitors and what they're doing  in with their ads so one of my favorite tools is  ,the facebook ad library and it's literally  that it's a library of ads that we can see  ,you can reach this page on forward  slash ads forward slash library but taking a look  ,here you can set let's set this to all so it's a  global and then we can start to find and click all  ,ads and then we can start to find examples of  great ads let's just say we're running ads for  ,phone cases an iphone case so all we need to do  here is type in iphone cases and then click enter  ,and then we can start to see different ads for  phone cases iphone cases specifically and now the  ,best way to do this is to find competitor brands  brainstorm competitor brands within your niche and  ,find them directly in the facebook ad library so  this is a great way initially just to use generic  ,terms like iphone cases to find very generic ads  they may or may not be performing well but it  ,gives you a few ideas of what is and maybe isn't  working well and some ideas for creative and and  ,ad copy and all of that good stuff but the best  way to do this is again to find your competitors  ,so in this case let's type in pure cases i think  it was the first yep it's this one here i believe  ,so i know this is a great iphone case brand and  so we can directly look at their ads and see what  ,they're doing well and a great way to find out the  ads that are working for them even though we can't  ,exactly see all the data and all the performance  data we i usually like to scroll all the way down  ,uh to their oldest ads because if their  oldest ads are still running it's usually a  ,good indicator that those ads are performing well  for them so their oldest ads are in august 2021  ,and so i like to take a look and click see our  details and just take a overall look at what  ,they're doing you know where where the ad directs  to and what the landing page looks like so again  ,this is a great way uh looking at competitor  competitors and getting a good idea of your  ,ads i think this is one of the best ways to start  especially if you're new to facebook ads or you're  ,still a beginner it's to do competitor research  and just get some ideas from there the second  ,tool i want to mention before we jump in actually  create some ads is a new tool actually called um  ,campaign ideas generator now this is a tool  that you can reach at forward slash  ,business forward slash campaign ideas generator by  the way i'll leave all the links down below just  ,so it's easier for you all to access but with this  tool this is a relatively new tool to get campaign  ,ideas you know if you don't know what type of  campaigns to run this is a great way to start  ,it is very generic though just be wary of that so  all you need to do is say i have a pick your niche  ,let's say you're in consumer goods let's just say  and then i would like like campaign suggestions  ,for you know a specific event or a specific time  in the year let's just say easter in this case  ,and get campaign ideas and what facebook will  do is it'll troll through all its campaign data  ,and give you suggestions for some campaign ideas  it will even give you ready to go ads so you can  ,start to see hey what might work well you can  also download the jpegs and images and start  ,using them as creative don't recommend that though  you want to create your own creative and images so  ,just be wary of that but again it's just a good  place to start because i know a lot of people  ,they're unsure of where to start when it comes  to facebook ads and can be pretty overwhelming so  ,those are the two tools that i recommend that are  directly from facebook themselves now moving on to  ,actually creating the ad itself let's jump back  into our ads manager so this is a brand new ads  ,manager and let's create an ad together the very  first thing you want to do is click on the big  ,green button click create and depending on if you  have a new ad account you may get this warning  ,message as well nothing to be worried about  you can go complete your account setup later on  ,but now first thing you want to do is create a  campaign objective depending on your goal you may  ,want to go with any one of these really depending  on what you're selling and what your objective is  ,but in any case probably the most two common  objectives right here is of course conversions  ,traffic and engagement i'm going to go set up  a conversions ad just so we can push sales but  ,this is very broad it really does depend  on what type of business you are running  ,and if you have any questions just leave them  in the comments below i'll try to get to as  ,many as i can let's go with conversions in this  case and then you want to make sure that you  ,name your campaign you can just name  your campaign first off don't worry  ,about the ad set and add we can get to that  later and so i like to have a parameter  ,where i just have the campaign goal so conversion  let's just say and then let's say iphone case  ,and let's just also have the date in here now  this is going to be very dependent on again how  ,you want to structure your naming conventions but  keep it simple and let's click continue now we are  ,in the overview of the campaign we're going to  continue special ad categories usually doesn't  ,apply to us unless you're in credit employment  housing or social issues and then with campaign  ,details buying type auction just leave it at that  conversions we just picked that clicks show more  ,options and campaign spending limit if you have  a particular budget limit enter it in now okay so  ,you might have a limit of 500 max and so this is  a good time to add it on the campaign level if you  ,have a very particular budget now with a b split  test what does this mean this basically means  ,that you're able to split test multiple variants  of the ad so let's just say you want to test to  ,serve the ad to two very different audiences or  you have two very different ads you can go ahead  ,and click and turn this on i actually do recommend  turning this on so i'm going to go ahead and turn  ,this on particularly because this is a brand  new ad and then campaign budget optimization  ,otherwise known as cbo i highly recommend turning  this on nowadays this was a feature introduced  ,back in 2019 they've optimized it and it's now a  great feature that i highly recommend you turn on  ,and now finally the campaign budget daily  budget or lifetime budget is a common question  ,let's say if you are just testing a new product  testing a new ad i do recommend a uh daily budget  ,not a lifetime budget lifetime budget you do  get access to more tools but that's usually more  ,advanced we don't need to go into that today so i  typically go with daily budget and just obviously  ,budget out your uh overall budget for the  ads so let's say you want to spend 100  ,and you're spending five dollars that means  you can only run this ad for 10 days just be  ,wary of that so keep an eye on your budget spend  your ad spend every single day when you launch  ,new ads a campaign bid strategy that's more  advanced let's go with lower cost for now  ,particularly if this is your new if this is a new  ad and ad scheduling we can't edit that because  ,we need to change the campaign budget type but  again that doesn't matter just focus on how much  ,you want to spend per day and my recommendation  here is of obviously go with your own budget  ,but if you're testing a new product it's okay to  go with a fairly low budget you know five to ten  ,fifteen twenty dollars that's 25 so let's stick  with ten dollars here and click next now we are in  ,the ad set level which is underneath the campaign  level and underneath the adset level we have the  ,ad level but first we need to set up the ad set  level so this is where we go manage targeting  ,we manage optimization and delivery and we  optimize the budget and scheduling and audiences  ,demographics etc etc so let's start the very top  first make sure that you have an ad set name again  ,this totally is subjective and it depends on  how you want to set up your naming conventions  ,i'm going to leave it as a default for now but  typically as my two cents obviously describe the  ,type of targeting that you want to go with and  the type of product that you're testing here so  ,next thing conversion event location where is the  actual conversion happening so conversion as in  ,what is the action that you want your customers  to take on this case if we're selling something  ,online it's obviously on the website that's  where the sales happen so i'm going to stick  ,with the website if you haven't already created  a facebook pixel you can either create that now  ,or you can create that later i'm going to  create this later in this video so hold on  ,for uh hold on on the pixel for now if you already  already have one set up that's totally great  ,but let's move on for now dynamic creative let's  leave that off we don't want dynamic creative just  ,yet especially if we're testing new ads and then  we've already sort of managed the optimization  ,delivery and the budget and schedule so with  a start date what i like to do is start the  ,ad actually the following day just to make  sure that everything is reviewed by facebook  ,correctly before it actually goes live and that  you can make any amendments just in case before  ,it actually goes live so i usually pick it i pick  it to go live the day after uh the current day  ,that we're sending this ad on and then set an  end date this is completely up to you i typically  ,don't like setting an end date especially if it's  a brand new ad i like to analyze it every day  ,see how it's going adjust the budget optimize  the ad um and if it really needs to be killed  ,off then i'll kill it off manually or in other  words killing i know killing sounds pretty intense  ,but in other words just end the ad so i don't like  having an end date right here now the audience  ,targeting this is so extremely important so with  the audience and targeting i like to go very broad  ,nowadays because facebook's algorithm has improved  so much over the last few years you can go super  ,broad especially if we're going with cbo campaign  budget optimization we can go broad and facebook  ,will hone in on the people that are more likely to  buy on instagram facebook etc etc so in this case  ,i'm just going to type in iphone cases and keep  it very very broad and there is obviously a lot  ,of different targeting strategies right uh  in this case let's pick uh owns the iphone,let's just type in phones actually,so let's just type in mobile phones so there is a  lot of different targeting strategies that we can  ,approach this with but when we're testing we want  to go broad and this section here the audience  ,definition has actually changed where it used  to be potential reach it's now called estimate  ,estimated audience size but if you're using cbo  which i recommend you do don't be afraid to go  ,broad so you can see here if i zoom in right here  the audience selection is currently fairly broad  ,that's totally okay i actually recommend going  broad rather than specific when you're starting  ,a brand new ad campaign that's not retargeting  then it's best to avoid being overly specific  ,with your placements so i know the estimated  audience size is huge right now typically i  ,like to go define further and then go with you  know something that's relevant to the product  ,again so it's sort of a venn diagram overlap  let's click iphone and we've unniched it down  ,a little bit more this is totally fine i won't  get too into the targeting audience now because  ,facebook's algorithm again like i mentioned has  improved so much it's totally okay to go a bit  ,more broad than usual so languages i typically  like to input english all again if unless you're  ,targeting chinese speaking individuals or russian  speaking individuals for whatever reason otherwise  ,go with english or and with placements now auto  placement is fine for beginners it is also fine  ,for honing in when you're first finding your ideal  audiences but i still do highly recommend that  ,you go with manual placements this gives you more  control of where the ad is placed whether you just  ,want it on facebook whether you just want it on  instagram on messenger etc etc and then where it's  ,actually placed within these uh these platforms  so looking at facebook instagram messenger  ,let's just say we want to reach only facebook  and instagram folks i'm going to remove messenger  ,and audience network and then i just want  to place it on the news feed so i will do  ,tick everything off have facebook news feed on  uh stories and reels that's up to you um and then  ,ins in stream i'll turn off search i'll turn off  reels i'll turn off and in articles i'll turn  ,off all right so we have basically instagram feed  facebook news feed and the instagram stories and  ,facebook stories instagram reels i'll turn that  off too so if you're going to go with multiple  ,different placements you have to make sure that  you have a different image video or creative for  ,each placement because it's not the same as  as you probably already know instagram reels  ,or instagram stories is different from news fleet  news placements so let's click next after you've  ,selected what you want to place your ad on and  then finally we have the ad itself now this is  ,where we're going to create the ad all right so  now creating the ad make sure that you have your  ,naming convention once again and then create a  page i don't have a page yet because this is a  ,brand new ad account if you already have a  page make sure that you connect it to your  ,facebook ad account so you can do that in the  settings i'll show you in a very quick moment  ,but uh otherwise just click create page and  follow the prompts and create a new page  ,and make sure that you tie in your instagram  account if you're placing your ads on instagram  ,too single image carousel collection these are  the different types of formats you can pick now if  ,you're looking for a recommendation when it comes  to the different types of ads you want to set up i  ,highly recommend sticking with video as your ad  format because video will continue it's a huge  ,rise there's essentially 8 billion video views on  facebook alone daily according to hubspot that's  ,insane and that's not including the billions more  on instagram so i highly recommend video it's just  ,more eyeballs on your ad it's more highly engaged  with and that doesn't seem to be changing anytime  ,soon so if you're looking to create video ads  very quickly and you're not well versed with  ,video software tools a great one i recommend is i've mentioned it plenty of times  ,on this channel and i highly recommend it i use  it all the time so if you use and  ,go over to videos click videos you're able to  very quickly create different types of videos  ,slideshow videos instagram stories product  demos instagram videos which is basically the  ,same as facebook videos anyway once you have  your video or your image ready to go insert  ,it in by clicking add media and then uploading  that video or image and then from here you need  ,primary text headline and description to accompany  the ad itself all right so with the primary text  ,this is where it appears under or above i should  say the video uh and this is where you're going to  ,add more information and capture the attention of  whoever's scrolling through instagram or facebook  ,the general rule of thumb here is i like to have a  hook line at the top and then i like to just have  ,a description of the product itself just remember  you're not here to sell the product per se  ,the role of the primary text the ad copy and  the video is to just attract the click you want  ,people to click through to the website and the  website the landing page is there for you to sell  ,to the customer the potential customers i should  say so make sure that you have a very strong  ,hook line just a single sentence a few words and  then of course you have the product description  ,and so from what i have found emojis work really  well i've split tested many different ads in the  ,past and i like having emojis as part of the ad  in the primary text but of course just be wary  ,that this is also dependent on your brand  if your brand is extremely professional  ,then maybe ditch the emojis really depends on  your brand and your ads and then the headline  ,again similar to the hook line you  want this to capture the attention  ,and also the click of the person that's scrolling  through description again having some support text  ,where it will attract people to click through  to the ad and then this is a relatively new  ,feature it's called optimize text per person  so this is essentially a feature where it will  ,optimize and customize the headline  and the structure of the uh the text  ,to the viewer based on facebook's algorithm i  just like to have this on uh i haven't dived  ,too deep into how well this works but it doesn't  seem to hurt our ads from what i have seen so far  ,if you're brand new this is probably a great  option for you to turn on and then call to  ,action this is the button text that will appear  for the ad so again depending on if you're pushing  ,leads if you want more customers for your real  estate business for example then you might want  ,to have a sign up button if you have an e-commerce  business then it might be you know learn more etc  ,etc it could be to order now you know purchase  now buy now so i'm just going to go with shop now  ,since we're selling on an e-commerce platform  and the destination will be a specific website  ,go import your specific website here or you could  be setting up a facebook shop which is a store  ,on the facebook ad platform if you don't know how  to set that up i've got a tutorial on the channel  ,just go ahead and click website and shop if that's  the case and there's a few other options here but  ,in most cases it'll be website so let's stick  with website there add languages we don't need  ,to translate our ad to different languages and  then tracking so tracking is very important okay  ,so make sure that you do set up your pixel i'll  show you this in one moment and then you have url  ,parameters what is this well this is essentially  a tag that helps you identify where the user has  ,come from channel medium campaign audience  and creative it's also known as a utm tag  ,in the digital marketing world but yeah um if  you really want to understand where the audience  ,is coming from which is a very important  feature when you start to become more of  ,an advanced facebook ad user but uh for now feel  free to keep it simple you don't really need url  ,parameters but uh if you do want one click build  a url parameter and start filling out this and  ,it'll help you create a parameter with campaign  source medium campaign name and the content type  ,so once that's all done don't publish it yet just  exit and save the draft all right don't click  ,publish draft item so i'm gonna close that so you  have the draft and all the edits saved right here  ,it automatically saves as you're going on which is  extremely useful now what you want to do is create  ,a audience all right so this is what i recommend  you do i know we just created one in the ad  ,set level but what we're going to do is click all  tools and then move on to audiences here and this  ,is where the magic happens this is extremely  important so very quickly showing the different  ,audience types here we have custom audiences which  is audiences that you might upload and create  ,custom audiences with so for example you might  grab the data from your emailing list and create  ,a custom audience and focus on that audience or  you might focus on the website traffic that you've  ,been getting so we can essentially target those  customers that have already visited your website  ,and that might be a single customer audience  that's a few examples a lookalike audience is  ,great for scaling up your ads and reaching more  customers that will potentially buy from you  ,so say for example you found an audience that  is working terrific let's just say it might be  ,your emailing list you're able to create  a look-alike audience based on that data  ,and then facebook will find audiences very similar  to that audience that you've given them and then  ,that in effect will create a brand new audience  for you to reach that will potentially work quite  ,well then you have saved audiences this is  great actually and this is what i wanted to  ,show you i would create saved audiences rather  than inputting every single time a brand new  ,audience when you're creating new ads this  is a great way to create a whole bunch of  ,audiences that you can quickly pick from so  let's say you tested a few ads already and  ,they have worked well go ahead and go use the  audiences tool and create that saved audience  ,and name it give it a name because this is great  for very quickly picking up great audiences and  ,selecting the audience again so take some time  and create a custom audience if you have one  ,lookalike audiences is something that you want to  focus on later and create a saved audience which  ,is what i recommend you do basically straight  away but before we go live with our ad make  ,sure that you have your pixel set up so i'll  show you how to do that right now and how to  ,do that correctly with all the changes happening  so go ahead and go back into the hamburger menu  ,and then click events manager so on this page  you're either going to see number one a pixel  ,that you already have which is what you're seeing  right here or number two if you don't already have  ,a pixel it's going to prompt you to create a  pixel so it's going to auto-generate some code  ,and then you're going to place that code on your  website it's very hard to tell you what to do with  ,that pixel because it really does depend on the  platform that you're using but if you're using  ,shopify for example it's very easy to integrate  that if you click partner integrations here  ,and then you can follow the prompts here so  you can click shopify online click see details  ,and then you can see exactly how to connect your  account and connect that pixel another new method  ,to set up a quote on quote pixel is through custom  api conversions and that is something a little bit  ,more complex i'll leave a link down below in the  description if you're interested in custom api  ,conversions and what that does is basically it's a  bit more complex in its analytics and its tracking  ,because it bypasses what has happened in the  past few years which is you know the whole ios  ,issues and it's harder to track now with privacy  privacy concerns so long story short custom apis  ,really helps with better tracking overall but  i won't get into too much detail here because  ,particularly if you're a beginner it does get  quite confusing really quickly but i'll leave  ,resources down below if you're interested in  upping your game when it comes to tracking  ,which is very important if you're stepping up  your ads game so the next step from here is to go  ,live and optimize your ads and start to re-target  your customers which means to place ads in front  ,of those who have visited your website or has  already shown interest in your business or even  ,have has already purchased from your business and  then upsell them down sell them cross-sell them  ,this is practically where most of your sales will  come from so retargeting is extremely important  ,and to do retargeting well is basically a whole  other tutorial in itself so what i'll do is  ,leave a link to a free web class you can view and  learn an advanced retargeting strategy to build  ,your audiences and grow your sales by putting  the right ads in front of the right people at the  ,right time so i'll leave a link to that lengthy  web web class in the description box below uh but  ,you if you have 30 minutes to spare i totally  recommend you watch it at this at some point  ,if you're serious about facebook ads and digital  marketing i think it's also worth noting that uh  ,we host a full facebook ads course called social  marketing mastery if you're interested in learning  ,the complete ins and outs of social media ads  and getting mentorship from myself and the team  ,because facebook ads is extremely confusing  and intimidating initially i know i know i was  ,beyond confused when i first set up my first few  tragic facebook ads but we're constantly updating  ,the course with the latest strategies and goodies  to stay on top of digital marketing so i'll show  ,i'll drop a link down below if you're interested  in that either way check out the video notes and  ,links down below if you're looking to learn more  facebook ads at your own pace but uh yeah if you  ,made it all the way to the end of this video  you're an absolute trooper hopefully you're now  ,that much better equipped to launch winning and  converting facebook ads that bring your business  ,to the next level comment the code word facebook  ad scaler if you indeed made it this far into the  ,video and i'll give it a like and speaking of  liking things don't forget to drop a like on  ,this video and subscribe for marketing business  and tech content as always thank you for watching

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