SPM E-Book "Facebook Ads Made Easy For Busy Business Owners"

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FACEBOOK ADS
MADE EASY
FOR BUSY BUSINESS OWNERS
Get Your Business Noticed Online
Facebook Ads that Get FAST Results
Content Marketing Tips & Hacks
Ireland’s No.1 Social Media Advertiser
www.SPMonlinemarketing.com
Shane
Founder of SPM

Irelands No.1 Social Media Advertiser
Presented by
Shane
Founder & Managing Director of
SPM Online Marketing
Shane established SPM back in 2015.
Since then Shane has worked with hundreds
of Business Owners throughout Ireland, UK,
USA, Canada, Australia & Europe.
Specialist in Social
Media Marketing &
Advertising for
SME’s
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Understanding the concept of
Social Media Marketing!
Imagine for just a moment that you are in the 3 Arena, Dublin.
The stage is completely empty! It has been reserved especially for
your Business. You have been granted priority access to this world
class stage that you can use to showcase & promote your business
however you wish.
And it gets even better..
You also get to choose your audience.
You get to select the audience demographic who are attending
your business showcase in the 3 Arena today.
Who will you choose to as your audience?
How will you choose to showcase your business?
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Who will you choose to as your audience?
Maybe you have a home improvement company, lets take a
bathroom renovation company as an example. You might choose
to have only married couples between the ages of 35-52 who are
interested in home improvement & interior design & who live
within the geographical location that your business serves.
Maybe you're a wedding planner, so you choose to have the arena
full of recently engaged females (3-9 Months) aged between 25-38
who have visited your website within the last 365 days.
How will you choose to showcase your business?
Will you take a few seconds to throw together a quick
sign like this and leave it on the stage ...
No props
No attractive visuals
No examples of work
No effort
No point!!!
Bathroom Renovation
company based in
wicklow. Call us on
087 **** ***.
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Or...
Will you take full advantage of the fact that you have
an amazingly powerful opportunity to showcase your
business in the best possible manner in front of a
strategically hand-picked audience full of your ideal
customers.
Of course you will!
You'll take this seriously!
Use your opportunity to Educate, Entertain & Sell
You'll invest some time into preparing your showcase.
Making sure that your props/visuals are attractive,
great quality, eye catching & represent your
business/product/service in the best possible way.
Making sure that the message & information that you
want to communicate to your audience is clear and
concise.
You'll make sure that you are showcasing your
business in an overall professional manner.
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Here is the really amazing part
This showcase goes on 24/7, 365!
Every day you've got NEW PEOPLE who are within
your ideal audience demographic - and the more that
you run this showcase the better you'll understand your
audience and you'll be better able to refine & target
your ideal audience demographic to attract more
highly-qualified customers.
And if there was a physical version of the "Facebook
Pixel", it would be kind of like tagging every single
person that visits your showcase with a tracking device
that enables you repeatedly have your business appear
right in front of your ideal audience everywhere they go
after they leave the showcase (Targeted Ads on Social
Media Platforms).
Think about it... have you ever looked up a business
online and then suddenly every where you go online
you see ads about this business EVERYWHERE!
That is the Facebook Pixel in action!
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Keeping all of that in mind....
Lets move on
Before I get into "The Ads"
end of things, first I need to
cover some of the
fundamentals...
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Tip #1
Facebook Cover
Photo Optimisation
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People will judge
your business based
on what they see...
especially online!
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Your Facebook Cover Image
Don't just add some random image as your Facebook
Business Page cover photo.
Just as you would with your 3Arena showcase... Spend
some time on this because every single person that visits
your Facebook Business Page will see this.
It is the very first thing they see...
and first impressions matter A LOT!!!
Even if your social media ads are AMAZING... if your
page and other online platforms don't match the
AMAZINGNESS of your ad quality it will send a strong
message to your audience - and not a good one!
Is your Facebook Cover photo "820 X 312px" ?
Is the Image high quality?
Does it effectively present your business?
Does it communicate a message to your audience
(either visual or written)?
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Tip #2
Leverage your
Reviews for content
& Social proof
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Reviews & Social Proof
Don't leave it up to your customers to leave a review
on your Facebook Business page...
Ask for them!!!
If you provide a service to a client in their home, ask them
to leave you a review on your Facebook page as soon as
you're finished the job, before you leave the premises.
If you sell a physical product or of you have a
showroom/shop that people visit - kindly ask your
customers to leave a review on your Facebook page
before they leave.
If you sell an online service or product, include a little
message on the checkout page or schedule a follow up
message to ask for a review.
Most satisfied customers will have no issue leaving you a
review as it only takes a minute. If you need to give them
some incentive then do so - just remember you must
ALWAYS ASK FOR REVIEWS!
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Reviews & Social Proof
Building up a healthy number of 5 star reviews on your
Facebook Business Page not only looks great - but it has a
massive positive impact on sales!
Before someone chooses your business or commits to
doing business with you over your competitor,
they are going to check you out.
They will check out your social media platforms, your
website & you can be certain they will check out your
review section to see what past clients/customers have to
say.
If they see that you have lots of positive reviews on your
Facebook Business page it will increase their level of trust
in your business/service/product & improve credibility
(social proof).
To add to that, if your competitor has no reviews or
only a small few in comparison to yours - this will
heavily influence the customers decision making
when it comes to where they are going to spend
their money.
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Reviews & Social Proof
To further add to the social proofing. It is important to
have your entire online presence up top scratch
& uniform!
If your Facebook Business page has 50 likes and your
competitors page has 5,000 or even 50,000 likes.... who is the
customer likely to choose to do business with?
If your competitors Facebook page has new content being
posted to it twice a day and its been 6 months since you last
posted on your Facebook Business Page...who is the customer
likely to choose to do business with?
If your competitor is spending €500/month on targeted
Facebook ads & getting seen by hundreds of thousands of
people within YOUR target demographic each month and you
are only "boosting" the odd post for €20 here and there"....who
is the customer likely to choose to do business with?
If your competitors have a super fast, fully mobile optimised
website for their business and they have their social media
platforms linked, but your website is slow to load (or non
existent) & looks like it was build back in 1999....who is the
customer likely to choose to do business with?
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Reviews & Social Proof
How to make attractive reviews images to use as
content on your social media platforms!
1. Get customer to leave a review on your Facebook
Page.
2. Go to www.canva.com and create an attractive
looking image template for your review images (just
like the ones you see above the title page for each
section of this E-Book (for more examples check out
my own Facebook page SPM Online Marketing)
3. Copy & paste the text of the review that your
customer left into your new review image template.
Make sure to add their name and location for further
social proofing.
4. Download the image as a PNG file and upload to your
Social Media platforms.
5. Repeat the process with each new customer review.
But Shane.....
this will take so much time and effort
The first time you do it, it will take maybe
30 mins. Once you have the template created, it's
just a quick 5 minute "copy & paste" job.
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Tip #3
Post & Ad
Copy Optimisation
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Copy Optimisation
When I mention the term "Copy" I am referring to
the TEXT that you use in your posts & ads.
"Copywriting is written content conveyed through online
media and print materials. Copy content is primarily used
for the purpose of advertising or marketing"
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Copy Optimisation
The easiest way to explain the difference between
Good copy & Bad copy is to show you!
Good copy:
Clear, simple & to-the-point.
Has a catchy headline.
Has an objective (Educate/Sell /Entertain etc).
Has a clear CTA (Call-To-Action)
Effective use of emoji's (the little yellow smiley faces).
Bad copy:
Carelessly constructed.
Hard to read & understand.
Has no objective.
Has no CTA.
Has no headline.
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Copy Optimisation
An example of BAD COPY:
(for a company that sells mattresses.
Post/Ad Objective: to promote matress sales)
BUY UR MATTRESS FROM US GUARANTEED BEST
IN THE BUSINESS WILL NOT FIND BETTER DEAL
RING 087********* NO TIME WASTERS . PAT
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Copy Optimisation
An example of GOOD COPY:
(for a company that sells mattresses.
Post/Ad Objective: to promote matress sales)
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Tip #4
The Perfect Creative
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The Perfect Creative
When I mention the term "Creative" I am referring to
the combination of Copy & Image/Video that is the
overall makeup of your post/ad.
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The Perfect Creative
The easiest way to explain the difference between
a good creative & a bad creative is to show you!
Good creative:
Has strategically structured copy
Has a quality Image/video that is related to the
business/product/service & also to the objective of
the post.
Bad creative:
Has POOR copy!
Has Poor quality Image/video that is not related to
the business/product/service or to the objective of
the post.
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The Perfect Creative
An example of BAD COPY:
(for a company that sells mattresses.
Post/Ad Objective: to promote matress sales)
BUY UR MATTRESS FROM US GUARANTEED BEST
IN THE BUSINESS WILL NOT FIND BETTER DEAL
RING 087********* NO TIME WASTERS . PAT
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The Perfect Creative
An example of GOOD CREATIVE:
(Good Copy + Good Image)
No more sleepless nights

Types Of Content
When it comes to creating & posting content on your
page dont be afraid to GET CREATIVE!
Every post & every ad has a specific OBJECTIVE so make
sure to have some variation & change it up every now
and then.
Ideas for Content Objectives
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Types Of Content
Content that is strategically created to
ENTERTAIN your Audience.
This can be anything that you think your target audience
might enjoy reading/viewing. Something that they might
share on their own Facebook page with their friends. It
might be a funny image, an interesting video, a meme
or an article!
The goal here is to get people sharing your post, your
page, liking your page, liking your Post, commenting on
your post, tagging their friends in your posts etc...
All of this will will have a positive impact on your
overall marketing ecosystem!
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Types Of Content
Content that is strategically created to
EDUCATE your Audience.
Especially for those of you who are running ads for your
business to drive NEW traffic to your page, it is also your
duty to EDUCATE your audience on your Business, Your
Products, Your Services etc.
This could be a simple selfie style video chat of you
talking about some of your products/services and
explaining it all in detail to your audience.
You might choose to get a professional video made up
to effectively communicate some specific information
about your service/product to your audience.
Of course you can use the good old Image+Text combo
for a lot of this.... but it's always best to get creative and
introduce some variety.
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Types Of Content
Content that is strategically created to
SELL to your Audience.
Obviously the reason we do any of the above is to make
sales & generate new customers for our business... but if
all our content was just "BUY NOW" then it would actually
have a negative effect on the results we get from our
marketing efforts. Thats why we need to invest into our
online market and add value (to warm them up
essentially) as well as selling to them .
So while it is HUGELY IMPORTANT TO EDUCATE
& ENTERTAIN... it is also very important to actually put
out content that is specifically sales-focused. And you
should look at it this way...
Warm up your cold audience with valuable, educational
& entertaining content.
SELL to your warm audience with sales based content.
Have clearly defined CTA's (Call-To-Actions).
Get creative and post offers specifically to your online
audience!
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Tip #5
No More "Boosting"
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No More Boosting
Stop being lazy!
Stop being wasteful!
Stop "Boosting" posts!
Yes, it's easy.
Yes, it's convenient.
Yes, it does generate some results.
If you are SERIOUS about running PROFITABLE ads for
your business & you are SERIOUS about getting the best
possible ROI on your monthly advertising budget then
stop boosting posts!
From now, use Facebooks Ads Manager Platform to
create and run all of your social media advertising
campaigns.
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No More Boosting
Use your laptop/desktop to access the
Facebooks Ads Manager Platform
(there is a smart phone app for this also, but it is
extremely limited in comparison to the the
laptop/desktop version. The app can be useful if you are
on the go and need to check in or tweak something, but it
is best that you get used to the desktop version first).
Go to:
www.facebook.com/adsmanager
TIP: Save this link as a bookmark on your computer.
I will get more into the ads end of things in a later
chapter, but if you want to learn how to properly &
effectively use Facebooks Ads Manager Platform click
HERE. It's a little to complex to go through this in an
E-Book, but I do have some really easy to follow tutorial
videos on all of this & more in my program "Social Media
Mastery For Business Owners".
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Tip #6
Budgeting
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Budgeting
Your monthly Advertising Budget:
You must have a Sufficient Monthly Advertising Budget
if you want to see good results from your ads.
But, what is a sufficient monthly advertising budget?
The reality is, there is no "one-suits-all" answer.
If you are small local business targeting customers in a
small geographical location within say a 20km radius
then a budget of €500/month might suffice.
Whereas for a larger company with an international
target demographic, €100,000/day might be sufficient.
If you are unsure about the advertising budget for your
business, get in contact with me for advice:
www.spmonlinemarketing.com
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Budgeting
As a rule of thumb for SME's, you'll want to be spending
a minimum of €500/month on Facebook ads to have
enough resources to split-test different campaigns etc.
But please understand that depending on the nature of
your business, your demographic & geographical
targeting etc... this will vary from business to business.
From my experience, most businesses that are
investing in Facebook ads are spending too little
each month & therefore not getting a good (if any)
ROI.
These are the people that say things like
"ah sure I tried facebook ads a few times
and got nothing back from it. It's a waste of
time and money blah blah blah"
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Budgeting
It's like this....
If you don't know what your'e doing then YES - it will be
a waste of time and money!!!!
BUT...
When you do know what you're doing, Social Media
Advertising the most powerful way to build up your
business online and generate a constant stream of
new, highly qualified customers.
So you have a few options if you really want to
maximise Social Media for your business:
1. Learn how to do it correctly yourself.
2. Have an expert like me manage it all for you.
Or you could always go with option number 3,
continue on winging it and let your competitors take
market share...
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Stop winging it !!!
If the engine in my car breaks down, I have two options:
- Learn to fix it myself.
- Have an expert look after it for me.
If my computer crashes, I have two options:
- Learn to fix it myself.
- Have an expert look after it for me.
If you are willing to invest a little time into learning how
to do it yourself then it will serve you forever.
But if you are just too busy running your business then
it would be more effective & efficient to have an expert
look after all of it for you.
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Budgeting
Setting your Facebook Ad Account spending limit.
Once you've figured out what a Sufficient Advertising
Budget is for your business, it is important to set your
monthly Ad Account spending limit and then work out
your daily spend limit from that.
You can do this by going to your Facebook Ad Account -
Settings - Payment Settings... then you will see the option
to set your spending limit (just like in the box below).
Note: if you are constantly split testing campaigns then
you will ned to update & adjust your daily budgets each
time you you add/remove a campaign.
I have tons of tutorial videos on all of this, go to
www.spmonlinemarketing.com if you need some help
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Tip #7
Ad Placements
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Ad Placements
When launching your ad campaign from the Facebook
Ads Manager platform, in most cases you will have the
option to select the placements of your ads.
You will have placement options such as:
Facebook feeds
Facebook stories
Instagram Feeds
Instagram stories
In-article
In-stream videos
etc etc etc
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Ad Placements
If you're new this, start off by selecting only Facebook
news feed and "un-click" everything else.
You can always split-test the
other options to see which
placements get the best
results for you.
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Ad Placements
Remember.... Social Media Advertising is an
ongoing game of split-testing the variables to improve
results.
It is not a case of "Set it once and leave it"
Things change... Facebooks algorithms & advertising
policies change all the time.
The economy can change, look at how COVID-19
impacted the global economy in 2020 and how
businesses had to go to extreme measures to adapt
their marketing strategies & ad campaigns!
It's always changing & evolving...
and you need to continiously optimise & adapt!
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Tip #8
VAT & Facebook
Ads Invoices
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Vat & Invoices
Every cent you spend on Facebook Advertising is Tax
Deductible!
Keep in mind that what ever you spend on Facebook
ads each month is excluding VAT at 23%.
Example: if your Monthly advertising budget is €500...
it is €500(+VAT @ 23% = €115) = €615.
This is important information for businesses that are
not VAT registered.
If you are registered for VAT, make sure to update your
VAT information by going to:
Facebook Ads Manager - Settings - EU VAT Number
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Vat & Invoices
How to download your Facebook Advertising Invoices:
Go to:
Facebook Ads Manager - Billing - Download All Invoices.
You will be able to download each invoice individually or
download a summary of your invoices.
You can select the date range that you want invoices
from & all invoices will state the VAT.
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Two Facebook Ads the get FAST results
Facebook Pixel
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Facebook Pixel
As I've already mentioned... the Facebook Pixel is a very
powerful tool & a key part of your overall Social Media
Marketing Strategy for most businesses.
It is essentially a piece of code that you or your website
developer can easily attach to your website.
This will track every single person that visits your
website & give you the option to re-target those people
with some really specific ads.
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Facebook Pixel
How to set up your Facebook Pixel!
Go to:
Facebook Ads Manager - Settings - Pixel - Follow Step by
step instructions - Copy & Paste your unique Pixel code
and send it to your website developer to be attached
onto your website.
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Advanced Targeting
When it comes to targeting on Facebook, you
can do amazing things like create custom
audiences & retarget specific people who have
taken a specific action such as visit your website
or people who have watched your video ad etc
etc...
This can all begin to sound a little complicated
reading it in an E-Boot format, but if you want
to learn all of this in a super simple and easy to
understand video format then go HERE
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Tip #10
Social Media Advertising
Health Check
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Health Check
As I said... I can only cover so much in this E-Book
(yes there is more to come regarding ads), it's just
the tip of the iceberg really.... but there are a few
simple things that you can do to the ensure that your
business's online presence is in good health.
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Health Check
Fully optimised Social Media Platforms: Quality
Facebook Cover photo - Quality Profile Images -
Business info clearly presented (website address,
location, phone numbers etc) and branding should
be professional & uniform throughout all of your
online platforms.
Quality Content: Make sure you are posting regular,
high quality, objective based content on your social
media platforms.
Collect & Leverage Reviews: If you don't ask you
wont get them. Make sure to present them in an
attractive manner using the review image template.
Sufficient Monthly Advertising Budget: Figure out
what is a sufficient monthly advertising budget for
your business and be consistent with your
advertising. Don't be afraid to spend a little more
once you begin to see see good results.
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Health Check
Facebook Ads Manager Knowledge: Make sure you
understand the fundamentals of how to run ads
correctly. No more boosting posts!!!
Split-Testing: Split test everything and never stop
split testing the variables.
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Ad #1
Page Likes
Ad Campaign
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Page Likes Campaign
People have mixed opinions on "paying money to
increase your Facebook Page likes". So let me clear this
up once and for all.....
Running a Page Likes campaign does not mean paying
to have people in 3rd world countries like your page.
Running a page likes campaign is very effective & here
are 3 reason why...
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Page Likes Campaign
1. You get to choose the exact target geographical
location where you want your "Page Likes Ad" to be
shown. So if your business is based in Dublin and you
only want to pay for people from Dublin to like your
page then you can select that when creating your ad
campaign. If you have someone else running your ad
campaigns for you, they will ask you when onboarding
you what your target geographical location
& demographic is!
2. Social Proof is super important & having an adequate
number of REAL people (within your geographic &
demographic targeting) will have a massive positive
impact.
3. Better targeting... Within Facebook ads manager,
you can select to have your ad shown only to people
who already "like" your Facebook business page.
These people would be seen as a "warm" audience
compared to those who don't like your business page
or never heard of your business before.
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Page Likes Campaign
How to set up a "Page Likes" campaign:
Step 1: Go to your Facebook Ads Manager account.
Step 2: At the campaigns level, select "Create" on the
left hand side.
Step 3: Select the "Engagement" objective
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Page Likes Campaign
Step 4: Select the "Page Likes" option. Make sure to
name the campaign also.
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Page Likes Campaign
Step 5: Select your audience (geographic &
demographic targeting) then choose your ad
placements. With a Page Likes campaign you can just
leave the placement setting as "automatic".
(This just applies for Page Likes campaigns)
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Page Likes Campaign
Step 6: Set your budget and daily spend. Run it at at
least €5-€10 a day & make sure you select "Daily
budget' not "lifetime budget". The reason for this is so
that if you get this campaign running good, you can let
it run continuously on a daily budget.
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Page Likes Campaign
Step 7: Select your identity (the page you're running
this ad from - you'll likely only have the one - but if you
run multiple businesses (or in my case manage
hundreds of clients businesses) then you'll need to
specify the identity of the business page.
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Page Likes Campaign
Step 8: Construct the perfect creative. Keep the text in
your images to an absolute minimum as it will have a
negative impact on the performance of your ad. The
goal of a page likes ad is not to sell but to get people to
click the LIKE button on your ad.
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Review image
Ad #2
Post Engagement
Ad Campaign
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Post Engagement Campaign
This is one of my favourite ad types and in my opinion
one of the most effective ad types to run. Especially if
you are new to this as it very easy to setup and get
results from.
How to set up a "Post Engagement" campaign:
Step 1: Go to your Facebook Ads Manager account.
Step 2: At the campaigns level, select "Create" on the
left hand side.
Step 3: Select the "Engagement" objective
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Post Engagement Campaign
Step 4: Select the "Post Engagement" option. Make
sure to name the campaign also.
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Post Engagement Campaign
Step 5: Choose your audience - geographic &
demographic targeting.
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Post Engagement Campaign
Step 6: Set your budget and daily spend. Run it at at
least €5-€10 a day & make sure you select "Daily
budget' not "lifetime budget". The reason for this is so
that if you get this campaign running good, you can let
it run continuously on a daily budget.
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Post Engagement Campaign
Step 7: Select your identity...
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Post Engagement Campaign
Step 8: Construct or choose the perfect creative. The
goal of a Post engagement ad is to get people
commenting on your post/ad, liking your post/ad.
If the objective of your post engagement ad is to SELL &
the creative is strong, plus you've included a good CTA...
you'll generate tons of private messages from people
enquiring about your services/products.
Again, keep the text in your images to an absolute
minimum as it will have a negative impact on the
performance of your ad.
What is the difference between a post & an Ad?
A post is simply a piece of content that you create and post on your
page without any form of paid promotion. Also referred to as
"organic".
An ad is when you use that post (or create an ad specific post) and
pay facebook to show this post to a targeted audience.
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Post Engagement Campaign
My advice here is to first construct "The Perfect
(objective based) Creative" on your page, and then
select the "use existing post" instead of creating a new
post inside of ads manager. You can create the post
inside of ads manager and it can be ran as a "light ad"
or "dark ad" but I'll not go into that level of detail in this
E-book. For more training on this visit HERE!
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Review image
Ad #3
Massages
Campaigns
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Messages Campaign
The objective here is clear. To get people messaging
your page. The quality of these messages depend
hugely on the quality of the creative.
How to set up a "Messages" campaign:
Step 1: Go to your Facebook Ads Manager account.
Step 2: At the campaigns level, select "Create" on the
left hand side.
Step 3: Select the "Messages" objective
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Messages Campaign
Step 4: Name your ad campaign
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Messages Campaign
Step 5: Choose your audience - geographic &
demographic targeting.
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Messages Campaign
Step 6: Set your budget and daily spend. Run it at at
least €10-€20 a day (in general messages have a much
higher CPR [cost per result] than "Page Likes" or "Post
engagement" CPR's) & make sure you select "Daily
budget' not "lifetime budget". The reason for this is so
that if you get this campaign running good, you can let
it run continuously on a daily budget.
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Messages Campaign
Step 7: Select your identity...
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Messages Campaign
Step 8: Construct or choose the perfect creative. The
goal of a "Messages" ad is to get people sending a
private message to your Facebook business page.
If your creative is strong, plus you've included a good
CTA & you've got a sufficient budget/daily spend to
work with... you'll generate tons of private messages
from people enquiring about your services/products.
Again, keep the text in your images to an absolute
minimum as it will have a negative impact on the
performance of your ad.
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B E I R U T
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Messages Campaign
My advice here is to first construct "The Perfect
(objective based) Creative" on your page, and then
select the "use existing post" instead of creating a post
within the ads manager platform...
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Messages Campaign
Your messenger setup!
When you get to this stage you will see some templates
that you can use but I strongly advise you to customise
the messaging options. The options you create will
heavily depend on the objective of your ad or the
service/product that you are selling .
This is what the
pre-set
templates look
like. You'll want
to customise
these!
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Learn more...
It's impossible to cover everything in an E-book,
so for that reason I have created "Social Media
Mastery For Business Owners" and you can get a
50% Discount
on the program HERE
If you want to learn more on different types of ad
campaigns, marketing strategies, budgeting & even
some more of the advanced stuff...
I t's all covered in HERE
To find more information about how I can help your
business check out in this video I've put together for
you:
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Learn more...
I hope you have enjoyed this free E-Book & found some
valuable tips that you can now implement in to your
business to help you improve your social media.
Since 2015 I have helped hundreds of business owners
to dramatically improve their business online and to
help them leverage Facebook as a PROFITABLE
BUSINESS ASSET.
Check out what some of my clients have to say here in
this video along with more information on how
I CAN HELP YOUR BUSINESS
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