How To Run Profitable Facebook Ads In 2022 | Small Business Guide
Updated: Aug 6
More and more businesses are shifting online in 2022. That means that not only more people are shopping online, but the competition is also getting more fierce. Small businesses everywhere are shifting their efforts into getting more leads and customers through their online websites. One of the best ways however, remains with the biggest social media platform, Facebook (or currently known as Meta).
In this article, I will be guiding you through a step-by-step process on how to set-up profitable Facebook Ads to get leads and sales for your online business.
Step 1: Access The Facebook Ads Manager
Go ahead and log into your Facebook account and on the top right corner next to your little profile icon, click on 'Menu'. We want to make sure that we head into the Facebook Ads Manager to advertise. This way, we get more data & analytics to run ads more profitable.
Note: Please refrain from using the 'Boost Post' button. It's a waste of money and it limits the full potential as an digital market/ advertiser.
Step 2: Setup Your Facebook Pixel On Your Website.
Inside the Facebook Ads Manager, go on the top left corner and click on menu. Then, select 'Events Manager'. The events manager allows you to connect your Facebook Pixel, so you can track visitors that take certain actions on your website such as Page Views, Add To Carts, Initiate Checkouts and Leads/ Purchases.
Make sure you do not skip this step because it's really important for you to get this valuable data before running your ads. Having the Facebook Pixel installed in your website will be useful to optimize and scale your ads to get better results later on.
Step 3: Create Your First Ad Campaign
Go ahead back to the ads manager. (Pssst, top left corner. Menu > Ads Manager).
Then, click on 'Create' in the ads manager dashboard. That's the green 'money-looking' button. Once you've done that, a pop-up will appear and you'll need to choose your Facebook Ad campaign objectives.
Don't be overwhelmed with the options. For small businesses looking to get sales/ leads, make sure you select 'Conversions'. That way, you are essentially telling Facebook to optimize for conversions (sales or leads) and not only just traffic or reach, which doesn't guarantee any sales.
Remember, your goal as a new advertiser is to get sales. Any other thing than sales should be considered later once you start getting in a healthy flow of leads or sales to your business.
Step 4: Name Your Campaign
As a new advertiser, your first campaign will be used to target cold audiences in Facebook. Cold audiences are basically people that haven't heard of your brand, product or services before. So essentially, they're cold audiences.
Go ahead and name your campaign: 'Cold Audience - Month, Year'. That way you are able to easily track your campaigns once you start running more and more ads on your account.
Then, click 'Next' on the bottom right corner of the page.
Step 5: Set-Up Your Ad Set Settings
In the ad set level, you are able to select your Conversion event location. This should be your website and you'll need to choose your Facebook Pixel & also Conversion Event.
Select 'Purchase' as your conversion event as we're basically will be looking for audiences that will come to our website and purchase your product. If you're looking for leads, select leads.
Make sure you don't optimize for top of the funnel events such as View Contents, Add To Carts or Initiate Checkouts because that's not what we're after. We only want leads or purchase, so Facebook will try it's best to optimize for these events.
Step 6: Select Your Budget & Schedule
A good starting daily budget is $10 per ad set. You can go slightly higher than this but make sure you don't go too low or Facebook will not be able to optimize it that efficiently with a budget too low.
You also don't want to go too high if you're just starting out though. The Facebook algorithm needs some time to optimize and find the best audiences that will convert in your website. So at this point, it better to start with a low budget and increase it once you start getting results.
Then, schedule your ads to run on the next day at midnight. No matter what timezone you are in. This ensures that your Facebook Ads won't be running on mid-day or only half a day. Scheduling it on the next day ensure that your ads will be running a full day and provide more accurate data & results.
Step 7: Choose Your Audiences
In the audience section, make sure that your target location is selected. If you're planning to sell your items within your own country, select it in the location to reflect that. You may leave age & gender as the default settings.
In the detailed targeting section, you are able to target specific interest on Facebook. This doesn't necessarily have to be exactly your niche. Feel free to try out a few different interests in different ad sets.
However, it's important that you only select 1 interest in 1 ad set, if you're someone just starting out in Facebook Ads. This is so you get more accurate information about your interest and understand what's working for you before you head on to combine different working interest into one consolidated ad set.
Step 8: Select The Right Placements
One of the most powerful tool when advertising with Facebook Ads is the option to advertise within the company's different platforms. That includes Facebook (2.91 billion monthly active users) , Instagram (1 billion monthly active users), Messenger and their other partnered audience networks.
Make sure you leverage this and select automatic placements so your ads will show up on different platforms and capture different audiences that will convert into leads or purchases.
Once you're done, click on 'Next'.
Step 9: Set Up Your Ad Creative
This is where you need to place close attention to. What we have done up to now is just the technical part and settings. In the ads level, you need to start getting creative and dive into creating your ads.
First, select your Facebook Page and Instagram Page. This way, when someone sees your ad, they are also able to click into your profile page. Hence, providing you with extra brand visibility when running your ads.
For the ads format, let's start with something simple. Select image/ videos and select 'Add Media'. Go ahead and upload your image or video that you would want to advertise. Make sure your images have a high resolution and clearly shows your product. Your image will be the most important aspect in grabbing customer attention.
Step 10: Write A Compelling Copywriting
In the primary text, introduce your brand, product or service. Make sure that to structure your copywriting neatly so it doesn't come across as a 'scammy' ad. If you're not sure how to structure copywriting that sells, try using an effective method called AIDA. It stands for Attention, Interest, Decision and Action.
Your copywriting must have these 4 elements so your audiences are able to better understand your product/ service that you are offering.
However, remember that you are advertising to cold audiences. So tone down on the selling part first. At this stage, try to focus on introducing your brand/ product or services. Make sure that your audiences understand the solution you are offering, that way you are able to differentiate yourself from your competitors.
Then, continue filling out your headlines and descriptions with relevant information about your product and basically we're good to go.
Don't stress out too much at this part. We can always improve once we start running our ads later on. There's no perfect copywriting that will immediately guarantee you sales. It's a learning process that you will be slowly get better at.
Step 11: Select Your Call To Action & Website Destination
If you're selling a product, make sure you select 'Shop Now' and not learn more. That way, your audiences are much more clear about what action you want them to take. Without a clear call to action, your audiences might be confused and leave your website once they've click on your ads.
Then enter your website URL. You are able to re-direct your visitors to any part of your website. Our favorites is usually the product page, that way visitors are able to immediately get more information on the product and checkout straight away. This is also because we already have a clear understanding of our best selling product.
But that's not always the case. You may also send your audiences to your homepage or collection page depending on your sales funnel. Once you've identified your best-selling product, you will definitely want to switch to re-directing audiences to your product pages.
Step 12: Duplicate Your Ads & Ad Sets
You don't want to just be running 1 single ads in your ads campaign, right?
For starters, you might not be sure that your ad will definitely bring in sales or capture attention. So, we will be duplicating our ads to switch out copywriting and also images to have a few variations to help us find the best 'winning ad'.
This is an important step. Click on the 'X' button on the top left (next to the search bar). Make sure you save the ads to draft and do not discard it!
Then, click on duplicate and you are able to have an exact same copy of the ads you've just created.
You'll just need switch out the copywriting and images to create a new ad with the same settings. Repeat this step until you've reached your desired amount of ads you wish to test.
Do the same for your ad sets, but instead of changing the ad copy and images, you'll want to test different interest. That way, you are able to run multiple different ad sets and test several interest to know which one is working best for your business.
Step 13: Publish Your Ads
Once you're done, go ahead and click on 'Review and Publish' on the top right corner of the Facebook Ads Manager. Your ads will now be 'In Review' and publish once it's accepted.
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