Introduction to Facebook Ads

This blog contains all of the information that you need to know when getting started with Facebook ads for your e-commerce brand in 2024. I’m going to be going over why you should use them, setting up your account, my go-to ad strategy, and avoiding bans and restrictions. Make sure you stay to the very end of this blog , pull out your notepad and pen because you don’t want to miss out on any of this crucial information.

What Are Facebook Ads?

First of all, what the heck are Facebook ads? Facebook ads are a paid form of advertising on Meta’s platform. Businesses all over the world use Facebook to promote their products or services by delivering targeted content to their audience. These ads can appear in various places on Meta, including users’ news feeds, Instagram reels, stories, and other locations within Meta’s ecosystem.

Why Use Facebook Ads?

Why should you be using Facebook ads? Well, Facebook’s staggering user base has over 3 billion users. This provides an unparalleled opportunity to expose your product or service to an extremely broad and diverse market. In other words, it’s the largest social media platform.

 

Setting Up Your Business Manager

Before you start running ads, there are a couple of crucial things that you need to know, and the first one is setting up your business manager. Of course, your Shopify store must be built out. Make sure you use my free AI store builder that will literally build you a site and load it with winning products in less than 10 minutes. So, head over to Facebook page and click “Create an Account.” In order to do this, you must be logged in with your personal account so Meta knows it’s a real person running these ads. Enter your business name and email, then simply click submit. You’ll then be asked to verify your email.

Setting Up Your Facebook Page

Once your business manager is set up, you’ll need to set up your business Facebook page. If you hop back over to Facebook, click on settings, click on pages, and then create a new Facebook account. You can easily set one up for your new business. Fill in this information, and you’re good to go.

Setting Up Your Ad Account

With the Facebook page set up, you’ll next need to set up your ad account within your business suite or your business manager. Head back to settings, click on ad accounts, and then create new account. I’ll walk you through all the steps to set it up, and once all this is set up, you’re ready to run your first ads.

Understanding Ads Manager

Let’s jump over to the ads manager so I can break down exactly what you will be seeing. Don’t get overwhelmed and scared away because yours will look a lot more empty than this. Simply hit the “Create” button, go down and click on “Sales,” then hit continue and skip past this page.

Naming and Campaign Objectives

I know a lot of people have their fancy process for naming and all this stuff, but in 2024, nothing really matters as much as your content. The most important thing is your product selection, your marketing, and creating the ads themselves. Name the campaign whatever you want—campaign one or test campaign. Keep the campaign objective set to sales, and go ahead and skip past this page.

Ad Set Creation

Next, you want to go over to the ad set, which is underneath the campaign. Name it “Ad Set One.” In the beginning, I typically go with “maximize the number of conversions.” The conversion event should be set to purchase. A daily budget of $20 per ad set is a great place to start, and you always want to try to start your ads at midnight.

Placing the Ad

Now, head over to the ad itself. On the right-hand column under ad preview, you’re going to see the ad popping up in all different feeds across the Meta ecosystem. Name the ad whatever you want—like “Ad One.” Upload the ad creative, whether it’s videos or single images, and then set your call to action as “Shop Now” or your website URL.

Testing and Scaling Ads

As far as testing, I like to duplicate the ad set five times and run it inside a CBO campaign. Then, each ad set can either be broad or include different interests. I typically spend $20 per ad set per day and try to start at midnight to distribute that budget.

Avoiding Bans and Restrictions

One thing you need to be hyper aware of with Facebook is dealing with bans and restrictions. Ensure your Facebook account ID is verified, and two-factor authentication is turned on. Stay away from risky niches like healthcare, drugs, weaponry, and consumable products. The language in your ads should be appropriate, and there should be nothing questionable about them. Keep your ad copy extremely simple and make sure it doesn’t violate Facebook’s policies.

Agency Accounts

I also want to touch on agency accounts. Agency accounts provide perks like better chances of avoiding bans and restrictions, cheaper CPMs (cost per impressions), and higher spending limits.

Scaling Your Ads

Once you have a winning creative or a break-even or profitable ad, you’ll want to scale. Surf scaling is a great strategy—basically, if your campaign is profitable, increase the budget by 50 to 100% every hour until midnight and reset it back to its original budget for the day.

Optimizing and Retargeting

As you’re scaling, be sure to spend time optimizing your funnel, adding pre- and post-checkout upsells, cross-sells, and bundles. Install apps like Reconvert to help increase your average order value. Collect customer data (emails and phone numbers) and start retargeting with SMS and email marketing tools like SMS Bump and Klaviyo.

Customer Service and Fulfillment

At this point, you should also consider hiring customer service representatives. Use websites like Upwork and Fiverr to find virtual assistants. Don’t forget about fulfillment—make sure you’re using a reliable service like AutoDS for end-to-end product delivery.

Advanced Targeting

Once you have a few hundred orders, you can start targeting other types of audiences, such as retargeting those who have taken specific actions on your website and building lookalike audiences.

Conclusion

Running Facebook ads is simple when you focus on your product, market, and creating strong content. All of this is detailed at length in my free course, so when you’re ready, you can take advantage of that.