Social Media
Feb 22, 2023
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Meta (Instagram & Facebook) is one of the fastest ways to start getting leads and is pretty easy to get going after setting up your accounts.
Setup Ad Account & Page
(if you already have a page and ad account, move on to Domain & Tracking or Create Your First Campaign)
1. Log into your Facebook account and click on pages.
2. Create a new page and fill out the profile.
3. Go to business.facebook.com. Click “Create an account” and set up a meta business account.
4. After creation, go to “Accounts” on the left, and click “Pages”
5. Click “Add” > “Add Page” and choose the page you created above.
- If the page isn’t showing, go to the page URL and copy & paste it into the page field.
6. Now on the left menu click “Ad accounts”, then “add” > “create a new ad account”
- Fill out the form.
7. Set up your billing. Go to adsmanager.facebook.com.
- Click on “Billing” on the left > “payment methods” and add your bank or credit card there.
BOOM! Just like that, you have an ad account.
Setting Up Your Domain & Tracking
1. Go to business.facebook.com/settings
2. On the left, click “Brand safety” then “Domains” and add your domain.
- You’ll need to verify your domain using any of the methods listed.
3. Next, on the left click “Data Sources” > “Datasets” > “Add new” (doesn’t matter what you name it)
4. Click on people, “Add people”
- If you’re not added automatically, add yourself.
- Make sure “manage events dataset” is turned on for your name.
5. In the top right corner, click “Connected assets” then “Open in events manager”
6. Scroll down to “Setup Meta Pixel” > “Check for partner” and select “Webflow” (or whatever you used)
- Or select “Install Base Code” and put the code in the <head> of your site.
- If you’re on Webflow, this is on the settings page of your website (where you signed up for a plan and added your domain) under “custom code”
7. On the pixel page, turn on “Automatic Advanced Matching”
Done! You can download the Meta Pixel Helper Chrome extensions to verify.
Create Your First Campaign
1. Go to your ads manager
2. Create a campaign, and choose “Leads” for your goal.
- Choose “advantage campaign budget” and choose at least $20/day.
- Hint: never raise the price of a campaign more than 20% per day.
3. Create a new ad set > choose either “website” or “instant form”
- Website is if you’d like them to go to your lead page.
- Instant Form is for Facebook to collect contact info instantly (recommended)
- Under “Pixel”, select the Pixel you set up earlier from the list
- Under placements choose “Advantage + placements”
- Or, if you think your audience is more likely to be on certain parts of Instagram/Facebook (such as Messenger or Stories) you can click “Manual placement” and choose where you’d like your ad to show.
4. Inside the “ad set” you can create your target audience. This is a simple version of targeting based on interests, behaviors, and locations.
- Think intentionally about what your audience cares about — what they’re interested in and what behaviors they have that may help you nail them down.
5. You can go even deeper into targeting your audience by creating an advanced audience.
6. Go to audience and select inside your ad set.
Create Your First Ad
Now it’s time to get to the fun part — the actual ad.
Canva is the king of ad media & creative.
After you’ve created a design from a template, on the left you’ll see a section called “design”. This is a gold mine.
Here you can create a bunch of graphics and gifs quickly without paying someone. Not to mention they often outperform any graphics we make from scratch. Don’t sleep on them.
It’s time for the ad structure. I like to use Russel Brunson's model:
- Hook
- Story
- Offer
Here’s a visual guide:
The Hook
People first see the media. Then they see the written hook.
First thing first: your media needs to stop them from scrolling. You should not aim for clickbait, but there’s a fine line between clickbait and the audience noticing something worth noticing.
If you’re using Canva, use images that invoke empathy — that make the audience feel something (e.g. a person frustrated, exhausted, etc.). This allows them to immediately relate to an emotional state.
If you’d like to utilize media that’s a little more catchy, you can find videos at videohive.net that will cost more but have the potential to catch more.
STOP THEM IN THEIR TRACKS.
Next, write your hook.
Make it crazy. You’re competing with billion-dollar companies here. I like to say things like “Your marketing sucks.” or “Please stop marketing immediately ❌”
Capture their attention in a single statement or question with as few words as possible.
Story
Your story should keep them engaged and reading. Alex Hermozi calls this “attention per second”. Your job is to see how long you can keep their attention.
Try a short-form version and a long-form version. Meta will automatically test which works best.
Relate. Be real. Connect.
Offer
Be specific on the result they can expect, the dream outcome. Don’t use too many words — keep it brief.
You can also test multiple versions of the headlines and descriptions. Meta will test them all.
Use AI to design the Hook, Story & Offer:
In ChatGPT you can use this prompt (replacing the [brackets] with your information):
Design me a Hook, Story & Offer for facebook ads. Start the ad copy by saying “Hey there [audience], 👋” and then going into a story about [describe your story] and at the end close with my [offer]. Make this personable, creative and easy to read. Then write me a few headlines and ad descriptions for meta ads that capture my offer in a persuasive way.
Use Canva for your ad graphics. No kidding; Canva graphics always outperform anything else.
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