Meta Adverts Setup Greatest Practices

We’ve been by way of it with Reddit and LinkedIn adverts, so at this time it’s time to take you thru how I arrange Meta adverts for MyFBAPrep.

I used to be the least enthusiastic about this platform, and didn’t anticipate an excessive amount of from it. Meta has been round a very long time, which suggests their advert setup is extra complicated with a whole lot of competitors. As well as, they’re recognized to be greatest for a B2C viewers, relatively than B2B.

Nevertheless, the educational course of for Meta was my favourite of the three due to my instructor and our adverts advisor, Katherine Schneider.

Fast reminder, I arrange Reddit myself with later enter from our Reddit account supervisor, and arrange LinkedIn adverts alongside a coach from an company.

I can confidently say that working straight with an knowledgeable and advisor is the very best of the three choices, with self-taught coming in second, and an company coach in final place. Though I appreciated who I labored with, there was an excessive amount of segmentation among the many company skillset and I solely labored with one one that was laser-focused on adverts, which meant that after we needed to arrange analytics (to higher monitor advert outcomes) they may not assist me and tried to refer me to another person of their company (at an extra value).

I could write up an outline of all of the channels as soon as we determine which to maintain or drop, however for now right here’s how we arrange Meta adverts!

Desk of contents

Planning and preparation

Advert setup

Reporting and group

Planning and preparation

Katherine got here outfitted with a planning doc! In the event you’ve seen my template library, you realize I like an excellent planning doc.

We used the doc to cowl pointers and collate all our key data and assets.

The planning doc included;

Kick-off date (January 2, 2025)
Our each day funds (we mentioned our month-to-month funds beforehand, which she divided by 30 to get this quantity)
Beginning adverts (we needed to begin with 5 initially; 3 photographs, 1 video, and 1 GIF)
Codecs for the adverts (PNG, MP4, and GIF)
Advert sizes wanted (1:1 | 1080×1080 px & 9:16 | 1080×1920 px – additionally an optionally available 1920×1080 px only for photographs)

Then we brainstormed and stuffed in our creatives collectively, fastened conversion monitoring, and arrange audiences, exclusion lists, retargeting lists, and kinds.

Creatives

I got here with just a few photographs and movies we may use for inspiration, and Katherine was in a position to seek the advice of on the best way to modify them to carry out higher as adverts. For instance, she picked out three photographs we may take a look at and had me transfer the headline to the highest, fundamental graphic to the center, and our emblem to the underside of the picture.

We additionally turned to ChatGPT for some headline concepts to AB take a look at, and got here away with 4 that we actually appreciated.

You Promote. We’ll Prep.
Save Time, Promote Extra
Get Amazon Prepared
Trouble-Free FBA Prep

She had no notes on the video, so I despatched that for resizing together with the picture requests.

Right here’s a pattern of what we ended up with.

Monitoring

Subsequent, whereas we waited for the photographs and movies to be adjusted and resized, we arrange the Fb Pixel utilizing Google Tag Supervisor and GA4.

First we created a brand new Thank You web page that guests would redirect to as soon as they took our key motion (submitted the contact type).

Then we went into the Fb Pixel, because it was already put in through Google Tag Supervisor, and navigated to Occasions Supervisor > Customized Conversions > Create customized conversion.

That is the place we had been in a position to make the most of our thanks web page URL to trace.

This allowed us so as to add a brand new occasion in Google Tag Supervisor that we may mark as a lead for the Meta Pixel to learn.

Audiences

Then we needed to arrange our viewers, and the extra ICP lists we had the stronger we may begin. Happily I had a goal ICP checklist from our co-founder, which gave us a little bit over 6,000 names and emails to create a lookalike checklist from.

To do that, we went to Audiences > Create a lookalike viewers.

Then chosen Create new supply > Customized viewers to add our checklist.

To create the checklist, we checked Meta’s CSV template (Obtain file template) to verify our headings matched their necessities (ex. “first title” needed to be “fn”).

Then uploaded our checklist, matched columns, and confirmed.

After importing the checklist, Katherine really useful preserving the lookalike viewers set to the highest 1% match. She talked about for a distinct segment trade like ours, you don’t need to go too broad to make sure relevance.

Right here’s the lookalike checklist we ended up with;

Tip: Embrace the variety of checklist values/rows in your title, as a result of Meta doesn’t mechanically present you the way many individuals had been in customized lists you’ve uploaded.

Exclusions

We didn’t need to waste any advert spend retargeting somebody who already stuffed out our type, so we arrange a customized checklist utilizing the Pixel to trace anybody who transformed (submitted the contact type) inside the final 180 days to exclude them from future adverts.

To do that, we went to Adverts Supervisor > Audiences > Create viewers > Customized viewers.

We set the Supply to our Web site, because the Pixel is ready up and may see who has interacted with our type.

Then we have to arrange the web site customized viewers type.

The occasion we need to monitor is named a Lead, which we arrange our Google Tag Supervisor to trace type submissions as an occasion.

We set our viewers retention to 180 days (presently probably the most you are able to do) and named it so we may simply bear in mind what the checklist is monitoring.

Then we uploaded a customized checklist of everybody who has traditionally stuffed out our type so we aren’t sending adverts their manner.

To do that, we went to Adverts Supervisor > Audiences > Create viewers > Customized viewers. This time, we selected Buyer checklist.

You’ve seen how checklist uploads go, so I’ll skip repeating the steps. We named it “Exclusions checklist – [file name]”

We may now use these two lists when creating adverts to keep away from concentrating on anybody on them.

Retargeting

To create a retargeting viewers, we created a customized viewers of anybody who visited our web site up to now 180 days (the utmost lookback interval).

Go to Audiences > Create viewers > Customized viewers > Web site > Subsequent.

Then, set occasions to All web site guests, and set Viewers rentetion to 180 days.

It’s also possible to create audiences of anybody who watched a video advert for greater than 3 seconds, or anybody who interacted along with your Instagram or Fb adverts up to now 60 days.

We then used these audiences with a duplicated marketing campaign to create our retargeting adverts.

Tip: When beginning out we grouped all of our retargeting audiences collectively into one marketing campaign. After getting extra information, you possibly can cut up these audiences off and take a look at a 60 day web site customer lookback, or separate out anybody who has interacted with both your Fb or Instagram. You may even arrange retargeting content material to ship primarily based on which adverts somebody has already seen.

Native Fb kinds

We recreated our contact type in Fb. To do that, in your Adverts Supervisor, go to Handle > On the spot Varieties.

A couple of suggestions in making a Fb-native type;

When you publish you possibly can’t make modifications, so preserve it in a draft.
Identify it a model, since if you wish to change it it’s essential to clone and make your modifications.
We saved the telephone quantity requirement in, which might lower leads however doubtless improve high quality.

Advert setup

The buckets for Meta adverts are;

Campaigns – Will be grouped by occasion (ex. BFCM), promotion (ex. summer season sale), TOFU, BOFU (ex. has visited the web site), or a testing marketing campaign the place you take a look at new adverts. You may set funds on the marketing campaign stage, then drill down by advert set.
Advert units – Can divide by media kind (picture or video), viewers, or different AB checks. It’s also possible to set minimal and most budgets at this stage.
Adverts – Particular person adverts the place you choose the accounts to run the advert on, add belongings, arrange textual content, CTAs, and UTM parameters. Often you need not more than 5 adverts turned on per marketing campaign.

On a small funds, it’s higher to begin with fewer adverts after which rotate in new ones, in any other case you aren’t devoting sufficient spend to see any outcomes.

Making a marketing campaign

To start out off, create a marketing campaign by going to Campaigns > + Create

We selected the Public sale shopping for kind and Leads marketing campaign goal.

We selected guide setup, as a result of we needed to make use of our exclusion lists.

Then we needed to begin with TOFU (high of the funnel) campaigns, so we named it accordingly. The naming conference for campaigns that we used is: TOFU_Leads_Evergreen_V1

TOFU – Stage of the funnel the marketing campaign is concentrating on (different possibility is BOFU. MOFU shouldn’t be as widespread).
Leads – The purpose of the marketing campaign. Different choices are Consciousness, Visitors, Engagement, App promotion, and Gross sales.
Evergreen – Specifies the lifecyle or focus of the marketing campaign. Different examples right here may very well be Testing, BFCM or This autumn.
V1 – As soon as a marketing campaign has been named and parameters are entered, altering the title received’t change the parameters. So greatest observe is to create a duplicate of the marketing campaign after which title it V2, then modify the remaining as wanted.

We turned on the Benefit marketing campaign funds possibility so we may add funds on the marketing campaign stage. So if we’ve a number of advert units below a marketing campaign, it’ll cut up the overall marketing campaign throughout the advert units. If that is turned off, we might set funds on the advert set stage as an alternative.

Creating an advert set

Then we went into particular person advert units. For advert set naming, you need to use viewers, breakdowns (on this case we didn’t), and site.

We named our first advert set AllLists_LAL1percent_US and set our web site as our conversion location.

Then we set our efficiency targets to max variety of conversions on the web site, monitoring leads.

We set our audience to the USA, and switched to unique viewers choices as an alternative of the Benefit+ automation. Katherine talked about the Benefit+ possibility may very well be good for an eCommerce or B2C firm, however in B2B it’s greatest to set your individual viewers.

After clicking Use unique viewers to get the unique viewers choices, we may set viewers to our pre-build lookalike 1% viewers and use our exclusions checklist.

We additionally set ages to begin at 25 relatively than 18. Right here’s what our viewers setup seemed like as soon as we had been finished with the customizations.

Then we up to date the position settings.

We opted for guide placements to have extra management of the place our preliminary adverts confirmed up. We additionally opted out of the Viewers Community possibility, which might present adverts on non-Meta-owned platforms, and Messenger adverts.

As for the place our adverts may present up on Meta properties, we chosen Feeds, Tales and Reels, In-stream adverts, and Search outcomes.

Creating an advert

Lastly it was time to create the advert itself. First we named the advert with the format, tagline, and their corresponding asset ID. On this case, Video_AsEasyAs_M05.

We chosen Guide add, Single picture or video, and turned off Mult-advertiser adverts to keep away from Meta auto-resizing our belongings in any case.

Then we chosen our advert inventive, on this case a video.

We uploaded the sq. and vertical sizes of our video.

We went ahead with the sq. model after which changed the vertical asset the place wanted.

Then, be sure you test all the optimizations earlier than turning in your advert. We turned most of our additional ones off, like advert overlays, textual content enhancements, and web site hyperlinks.

One greatest observe is to disable something whereby Fb mechanically resizes or adjusts your graphics.

After that, it was time so as to add copy below the inventive.

We added 5 headlines, one description, and two completely different major texts.

Headline: Title below the picture (“Stress-Free FBA Prep”)
Description: Copy below the headline (“24-48 hour FBA prep turnaround”)
Major textual content: Publish textual content accompanying the advert (“Bored with the trouble…”)
- We used the identical bullets however examined the textual content that appeared above the fold
- We additionally re-stated the touchdown web page URL on the backside of the first textual content, in case guests needed a hyperlink there relatively than within the CTA

Subsequent, we entered our touchdown web page URL after which eliminated all the automatically-added web site hyperlinks. These may very well be good sooner or later, however we didn’t need to take a look at these now.

Then we hopped right down to Monitoring so as to add our URL parameter.

We used the Construct URL parameter instrument to set ours up.

There’s a dropdown you need to use to pick every of your choices.

That is what we ended up with after working with the instrument: utm_source={{site_source_name}}&utm_medium={{placement}}&utm_campaign={{marketing campaign.title}}&utm_content={{advert.title}}

Web site supply title – That can be Instagram or Fb
Placement – These can be tales, reels, or different areas our adverts seem
Marketing campaign title – Will assist us discover which marketing campaign the advert was below
Advert title – Would be the particular person advert

It’s good to notice that when you publish your advert, this stage is the place all of the names of your present marketing campaign, advert units, and adverts are locked into the UTM parameters. So even in the event you edit the names within the dashboard, your UTMs will comply with the outdated names.

Then, we hit publish and our first advert was dwell! We may then duplicate this advert so as to add our various creatives.

Tip: When duplicating adverts, undergo the settings and double test issues just like the CTA buttons to verify all the things nonetheless seems good.

Establishing retargeting campaigns

To arrange a retargeting marketing campaign, we duplicated our TOFU marketing campaign, swapping “TOFU” for “BOFU” and adjusted our viewers to incorporate;

Anybody who visited our web site within the final 180 days
Anybody who engaged with our Fb or Instagram pages within the final 60 days
Anybody who considered a video of ours for greater than 3 seconds within the final 180 days (usually this is able to be 30 or 60 days, however since we had been simply beginning we did 180 days)

We then double-checked all of the settings of the marketing campaign, set a funds (that is often 10% of the principle marketing campaign), after which named our adset so we may see our retargeting viewers at a look.

Tip: For BOFU adverts, take note of the frequency that your advert is proven. You don’t need to go over 3, that means one particular person is proven your advert not more than 3 instances.

In the event you begin to see your frequency attain 3, both decrease your funds or rotate in new adverts to forestall somebody feeling like your advert has changed into spam.

Retargeting advert inventive choice

What sort of adverts ought to run in TOFU versus BOFU campaigns?

Reminder: TOFU are our first contact adverts. BOFU are our retargeting adverts.

As a substitute of dividing TOFU and BOFU by CTA (informational web page vs type), or advert inventive (infographic vs buyer evaluations), we handled it as an viewers distinction (new viewers vs retargeted from visiting our web site).

On Katherine’s suggestion, we loaded all of our advert creatives into TOFU campaigns after which took solely the very best performing ones (obtained 10-20 conversions at an excellent value) and added them to the BOFU marketing campaign.

Reporting and group

Lastly, we obtained our reporting paperwork lined up and able to monitor our outcomes.

Katherine arrange a monitoring doc for us to seize:

Advert ID (for every new advert variation, copy it and provides it a brand new ID)
Media kind (picture, video, GIF)
Identify & Hyperlink (hyperlink to the file in Google Drive)
Hook
Spend
CTR
CPC
Leads
Value/Lead
Launched
Up to date

I uploaded all of our advert creatives right into a Google Doc, linked to it from the “Identify & Hyperlink” column, after which stuffed within the preliminary 5 adverts we had been beginning with. I additionally named them by dimension (1080×1080 or 1080×1920).

Right here’s what our preliminary batch add seemed like:

She additionally really useful the next personalized columns for our marketing campaign views;

Supply
Advert Set Identify
Funds
Quantity spent
Outcomes
Value per end result
CTR (all)
Hyperlink clicks
CPC (value per hyperlink click on)
CPM (value per 1,000 impressions)
Frequency

To set these up, go to Columns > Customise columns.

Then add what you need to monitor and Save as column preset.

Right here’s what that column setup seems like:

Lastly, Katherine arrange a working doc to trace all the duties we needed to do regarding paid adverts. This doc included;

Date Accomplished
Platform
Replace
Standing
Notes / To Do

Right here’s what our preliminary activity checklist seemed like:

And that’s the place we at the moment are! Every thing has been arrange and is operating easily, with check-in and reporting calls twice per week. I’ll be again with an replace as soon as we see some outcomes.

We’ve been by way of it with Reddit and LinkedIn adverts, so at this time it’s time to take you thru how I arrange Meta adverts for MyFBAPrep.

Nevertheless, the educational course of for Meta was my favourite of the three due to my instructor and our adverts advisor, Katherine Schneider.

Fast reminder, I arrange Reddit myself with later enter from our Reddit account supervisor, and arrange LinkedIn adverts alongside a coach from an company.

I could write up an outline of all of the channels as soon as we determine which to maintain or drop, however for now right here’s how we arrange Meta adverts!

Desk of contents

Planning and preparation

Advert setup

Reporting and group

Planning and preparation

Katherine got here outfitted with a planning doc! In the event you’ve seen my template library, you realize I like an excellent planning doc.

We used the doc to cowl pointers and collate all our key data and assets.

The planning doc included;

Kick-off date (January 2, 2025)
Our each day funds (we mentioned our month-to-month funds beforehand, which she divided by 30 to get this quantity)
Beginning adverts (we needed to begin with 5 initially; 3 photographs, 1 video, and 1 GIF)
Codecs for the adverts (PNG, MP4, and GIF)
Advert sizes wanted (1:1 | 1080×1080 px & 9:16 | 1080×1920 px – additionally an optionally available 1920×1080 px only for photographs)

Then we brainstormed and stuffed in our creatives collectively, fastened conversion monitoring, and arrange audiences, exclusion lists, retargeting lists, and kinds.