As a business owner, you can reach potential customers on an endless number of platforms, but as a busy online personal trainer, you know it’s important to focus on the channels likely to bring the most potential clients for your marketing budget.
As Facebook has over 1.7 billion monthly users, it’s safe to say your audience is on the platform. Facebook knows a lot about its users, which brands, or products they like, their job title, what qualifications they have, and also what content they engage with most. This is great news as it means you can harness all this data when targeting your audience on Facebook to create very effective advertising. Keep reading as we take you through the basic setup of a Facebook ad.
Setting up your campaign
1. Navigate to the Facebook Ads Manager.
To advertise, and be able to use the full suite of Facebook’s advertising functionality you will need to have a Facebook Business account, follow our simple guide.
Once logged in select “All Tools” and choose “Ads Manager” Or, if you’re logged in click on this Ads Manager link.
2. Choose the correct account
Facebook will insist on creating two Facebook ads accounts, one for your business, and one for your personal Facebook account. Click on the drop-down and choose your business account.
3. Choose campaign objectives
You will now have 11 options for campaign objectives, which fall under the categories Awareness, Consideration, and Conversion
To enable the conversion objectives you will need to have the Facebook pixel installed on your website. For this guide, we will concentrate on the consideration campaign objectives of generating traffic to your website, or landing page. Here is a breakdown of each of the consideration objectives:
Traffic - Send people to a website, app, or Facebook event, or let them tap to call you.
Engagement - Get more Page likes, event responses, or post reactions, comments, or shares.
App Installs - Show your ad to people most likely to download and engage with your app.
Video Views - Show people who are most likely to engage with video your video content.
Lead Generation - Use forms, calls, or chats to gather info from people interested in your business.
Messages - Show people ads that allow them to engage with you on Messenger, WhatsApp, and Instagram Direct.
Once you have chosen your campaign objective select “continue”
4. Choose campaign settings
This is simply where you choose your campaign name, buying type (choose Auction), and if you would like to A/B test, finally if you’d like to turn on campaign budget optimization. This is helpful when you’re creating more than one ad set in the campaign as it will distribute your budget across each, depending on where the engagement is.
Creating Facebook Ad SetsAd sets are the core of your campaign, this is where you identify where you want your ad to show, how long you want your ads to run for, who you want to see your ad, and how much you’re willing to pay for someone to see your ad.
Additionally, if you have more than one audience you can create an Ad set for each allowing you to assign a budget to each audience.
5. Budget and cost settings
Now it’s time to set the daily budget, total budget, and schedule for your campaign. This allows greater control of the campaign and helps prevent campaign overspend. Facebook gives you some options here:
Cost Control - By choosing this Facebook will aim to get the most link clicks and try to keep the average cost around the amount you choose. We recommend starting low, and when you start seeing results slowly increase the click bid.
Daily & Total Budget - Now it is time to set the daily budget, total budget, and schedule for your campaign. This allows greater control of the campaign and helps prevent campaign overspend. A daily budget is an average amount that you will spend every day. Facebook will only spend up to the amount you have set per day. This makes it easier for budget pacing. A lifetime budget (or total budget) is the maximum budget provided for the campaign. Facebook will adjust your daily spending levels based on the results of your campaign.
6. Audience selection
This is where Facebook shows its power, choose from the following to find your perfect audience:
- Job title
This is where you can utilize your client research. Do you know what publications they read, what they are interested in? Do you specialize in a certain sport? The list is endless. It is now your turn to play around with the audience selection until you find your ideal audience.
Pro tip: If you have the Facebook pixel installed on your website you can ask Facebook to retarget people who have visited your website, or landing page. We highly recommend doing this.
7. Placement selection
There are a mind-blowing 18 different placements where your advert can end up when advertising on Facebook, these include Facebook & Instagram News Feed, In-Stream videos, Overlay ads in reels, Facebook & Instagram Reels, Stories and audience networks. Facebook will place your ads in all available placements types.
Depending on your campaign objectives, and budget it may be better to only pick certain placements, there are many pros and cons of using these placements, but we recommend starting with choosing automatic placements. This will allow Facebook to use all of its data and make sure that your advert is being seen across all placements to make sure your advert gets in front of your target audience.
When you’re happy with your Ad Group - select “Next”
Creating your ads
8. Select your Facebook and Instagram page
To advertise, Facebook asks you to choose both your business Facebook page, and if you have chosen the Instagram placement, your Instagram page
9. Creative format
Select the format you want your ad to be in. Use the most relevant based on the campaign objectives:
- Carousel: Create an advert with 2 or more scrollable images or videos
- Single image: Create up to 6 variations of your advert using 1 image
- Single video: Create an advert with one video
10. Creating your ad copy
Now it is time to create your ad, here is an example set up:
Insert your headline (Character limit: 25 characters)
Insert text (Character limit: 125 characters)
Choose a call-to-action (CTA.) You can choose one of the following:
- Learn more
- See menu
- Sign up
- Watch more
- Apply now
- Contact us
- Get offer
Pro Tip: As we mentioned, there are 18 different placements, and we recommend making sure that your ad will look good across them all. Under “media” select the dropdowns and you’ll be able to edit each placement. If you only have images, Facebook can even turn them into videos. This is a great way to make sure your campaign stands out.
11. Adding a URL
Finally, make sure you’ve added a URL, ideally, this will send people directly to your offer. It can be your website or landing page.
Wrapping upIn this post, we've given you the step-by-step guide to set up your first Facebook Ads campaign.
We've only touched the surface of the seemingly unlimited amount of tools that Facebook offers, we will continue to offer insights on how to use this to get more personal training clients.
And remember, that for the best results make sure you review and amend your campaign regularly.