DIY Meta Ads
Setting Up Your Account
1. Go to https://business.facebook.com/
2. Log in the account you want to use
3. Create a Business Portfolio - If you already have one, there is a dropdown on the left tool bar underneath the Meta Business Suite Logo
4. Follow directions, adding Meta accounts, pages, and users as you please
5. Go to Settings
6. Under Accounts, go to Pages and add a page (create or link one if you don't already have a page connected)
7. Go to Ad Accounts and add an ad account
8. Add an Instagram account
9. Add People - those who will be using and running the ads
Setting Up Your Ad Campaign
10. Go to Ads Manager - linked here: https://adsmanager.facebook.com/)
11. Create a new campaign
12. Campaign Objective: Leads or Traffic
If you have a website, you can direct people to your website with traffic ads. If you would prefer to just get leads from Meta, you can create an onsite form for people to fill out with Lead ads.
13. Choose Your Set-Up
"Manual" gives you more control over options such as audience targeting, whereas "Recommended" allows Meta to make adjustments and experiments that may or may not boost performance.
14. Name Your Campaign
Here you can name your campaign whatever you'd like. We don't need to declare a special ad category. Click "Next."
15. Name Your Ad Set
Just like the campaign name, you can name the ad set whatever you'd like.
16. Choose Your Preferred Conversion Type (Instant Forms, Website, etc.)
If you want a lead generating campaign, you can pick how you want your leads. For example, you can have people fill out a form on your website or on the Facebook/Instagram app.
If you choose "Instant Forms," you will need to attach the ad set to your company Facebook page. Then you will need to choose a "Performance Goal" which is the goal that Meta will use to target people (Meta will serve the ad to people most likely to do the chosen behavior on Meta's platform).
If you choose "Website" you will need to create and connect a dataset (Meta Pixel) from your Ad manager account to your website. Then you will need to choose a "Conversion Event" which is the goal that Meta will use to target people (Meta will serve the ad to people most likely to do the chosen behavior on your website).
*Creating a Dataset/Pixel takes several more steps. The process is in Meta's "Events Manager" Page.
17. Set Your Daily Budget and Start/End Dates
You can choose between "Daily Budget" which will have Meta spend roughly that amount each day. Or you can do "Lifetime Budget" which will have Meta spend that amount in the allotted time (between Start & End dates).
18. Audience Controls:
You can Switch from "Advantage+ Audience" to "Original Audience" for more control of who your ads will target (Deciding between Quantity and Quality).
Locations - Select the area you want targeted (you may have to add exclusions for everywhere else). You can target via pin drops and radii, cities, DMA's, States, zip codes, etc.
19. Other Detailed Targeting:
If you have created Custom or Lookalike audiences, you can include or exclude them here (past sales, leads, etc.)
You can also select the age-range you want (40-65+), gender, and detailed targeting (income, interests, behaviors, etc.)
Select "Next"
*If you want more control of your targeting, deselect "Advantage Lookalike", "Reach more people likely to respond to your ads", and "Advantage detailed targeting".
20. Name Your Ad(s)
Just like the campaign and ad set names, you can name the ad whatever you'd like.
21. Ad Setup
To begin, keep the settings at "Create Ad" and "Single Image or Video"
22. Write ad copy for primary, headline, and description.
Change the call to action to "Get Quote."
Click "Next"
23. Select the media (video or image) that you want to use for your ad. You may need to upload them to your account before you select them.
Click "Next"
24. You may then Trim a video to the desired section/length.
Click "Next"
Then you will need to crop the image/video into a vertical, square, and horizontal format. If you have multiple formats of the same video, you can upload and replace the video with the correct format. Or you can crop the media and adjust it to your preference. Then click next.
Choose the "Enhancements" that you like.
Click "Done"
25. Destination: Create your form with desired questions (contact info) or link your website/contact information.
26. Finally, you can enable CRM, Website, and offline tracking with a Dataset/Pixel. You can also do tracking with URL parameters.
URL parameters example: utm_source=facebook&utm_campaign={{campaign.name}}&utm_content={{ad.name}}&adgroupid+={{adset.id}}&utm_term={{adset.name}}&placement={{placement}}
Hit "Publish"