Get Down to Business with Facebook Business Manager

Well hello, and welcome to Aftershock Weekly, Episode 74. This week, I want to take some time to dive into the Facebook Business Manager and show you all the different tools and things we that use when we’re putting together different ads or we’re putting together pixels for a Facebook campaign. It can get a little unclear where things are at, because they’re always changing things.

A few weeks ago I did Aftershock Weekly on Google AdWords and the new interface, I thought it would be a great idea to do that with Facebook, so let’s take a look.

Okay, welcome to the back end of the Business Manager for Facebook. I’m going to go over main areas that you want to pay attention to in the All Tools section. If you first open this menu, it’s quite a lot. But let me tell you that there’s only a few things you have to pay attention to that you’re going to spend most of your time in. One is the Ads Manager, that you see behind this, the next are Pixels, then Audiences, and then your Settings area.

Now I will say that they did recently add Ads Reporting, which is a lot more robust than their old reporting, but we’ll get to that in a future video. But for now, let’s start with Ads Manager. In Ads Manager, if you’ve got multiple accounts—like we’re an agency, so we’ve got multiple different accounts—you can do that from this tab here, you can choose your account. But here you’ll see in our personal Aftershock account, you’ll see all the Campaigns, and then you have your Ad Sets, and your Ads. This is how you define the budget for your ad, the Objective for your ad, then the Audience and your Daily Budget for your ad, and then what the ad is actually showing to that audience. So it simply looks like this.

Here you’ll see the Objective is defined here, if we click on it, it goes into our Ad Set. Start off by defining our Daily Budget, you can choose Custom Audiences that you’ve already defined from your Pixel and Audiences. Language, Age, Gender—the area you want to target. This here happens to be a ten-mile radius around a particular location. Then you’ve got interests you can add. And this can be anything from sports teams to people like, to hobbies, to information about where a person lives—just any information. I’ll give you an idea. So suggestions for my ad, small business owners, realtors, personal development, so on and so forth. Connections types, placements.

Automatic Placements is a no-no. Always edit your placements. And you don’t just have to show only in feed, that’s what we’re choosing to do for this ad, but uncheck all the ones you don’t want. By default, it will spend your money a lot quicker and use the Audience Network more times than not, and you want to show up in the Facebook Feed more than not. So, here we have the different devices you can target, Optimization and Delivery, so this one here works on Link Clicks, but you can choose Landing Page Views for it to Optimize for, Impressions, Daily Unique Reach.

We’re going to get more into this in another video about Best Practices, but this is more of a tutorial of where you’re going to find things. So let’s go back to our main menu up here, All Tools.

Next is Pixels. You’re going to notice that you already have a Pixel created for our account—look at our Pixel. I wanted to set this up and add it to another site, I can simply go to this area here where it gives me my pixel code. And here you’ll see you typically are going to add this to a header tag on a website, because a header is a shared resource that will then add it to all pages on a site.

Next you can choose your Objective. These are all the different Events you can attract, whether somebody became a lead, they completed a registration, add to cart—and more on this in just a second and why it’s important, but having a Pixel installed is the most critical thing that you can do for future success in a campaign. It might not be day one, but long term this is information and data of people that have taken different actions that you can retarget with ads that are Audiences that you defined.

So let’s go into Audiences. So over here, in the Audience section, you’re going to see that we already have some defined. Quite a few. But the first one is Aftershock Website Visitors. So I know these people in the last 180 days have come to the Website, and I created that Pixel on 8/24, so not very long, about a month ago. We have a Dental one, they’ve engaged the Aftershock Page, but basically you go to Audience, Create Custom Audience, and it’s going to give you some defined ways to do that.

First thing is a Customer File. You can upload emails, you can upload cellphone numbers of people that you want to target, and it will go against, it will scrub Facebook’s database to see if there are profiles associated with those numbers, and you can create an Audience specific from that. So if you are a realtor and you have a past client list, this would be a good thing to do: create a custom file so you can stay in front of those folks. Website Traffic, this is where you can use your pixel.

Let’s do that real quick. Now, I can say I’m going to use Josh Norris’s Pixel, All Website Visitors, or let’s say I wanted it to do something of a specific page. I can say “Any page that includes blog.” Somebody that went to any one of our blog posts, I can create a specific audience called Blog, define them by days, let’s say I wanted to do it in the last six months, and create an audience. This now, I can show an ad to people that have consumed our content on our website, looked at a video on our blog or read one of our blog posts, because I know that is an audience that is interested in one point or another in what we did. So my message can be very specific to them, because I know they’re probably interested in Digital Marketing.

It could be from a variety of different ways of how they came to the website, but they consumed content so that’s a new audience. So there are a variety of different ways you can use Audiences, but I will say by defining an audience by specific pages or specific landing pages that people visited, it’s going to give you a better conversion in the future, because then let’s say I have a conversion of someone that reached a Thank You page, gave me their information, now I can create a lookalike audience.

So let’s say that I have an audience, and I want to create a lookalike audience from that. I can simply go here, and I can let Facebook do that. And I can say, Facebook, please find an audience that’s similar to an Aftershock Website Visitor to a 1% degree, in the United States. And what Facebook does is it looks at all the similarities of the visitors that have come to the website in the last 180 days, it goes back to its database, and looks for a similar audience you can show ads to.

This is a game changer for most ad campaigns that we see, because they’re not utilizing this, and Facebook’s doing a lot of the work for you. You can look at the Billing section. The Billing section’s where you can set up cards that you can tie to your advertising, and in the settings area, you can change information about your specific profile.

So with that, I hope this tutorial was helpful. And stay tuned for our future videos where we go all out on Best Practices for creating ads for maximum effectiveness.

All right, I hope that was helpful information, maybe showed you a few tools that you’re not utilizing now, showed you where some things are at or have moved in the last couple of months. I hope you got a lot out of it, I look forward to seeing you again next week.