Facebook Advertising Overview
Setting Up Facebook Ads Using “Boost” or Business Manager
Chris Boggs
@BOGGLES – Facebook Ads Set Up & Process 1

Introduction
• Half-Euro (Belgium)
• Marketing Since 2000
• Former Publicis
• Avenue A | Razorfish
• Rosetta
• WTA founded 2014
• Live in Eastern Upstate NY
• <3 Family, Soccer, Golf
• Always Learning – Especially
Affiliate!

Agenda
• Introduction
• Facebook Boosting
• Facebook Page Ad Center
• Facebook Business Manager
• (Not covering FB Shop)
• Measurement Tips
• Summary
@BOGGLES – Facebook Ads Set Up & Process 3
Source: Missyward.com – Thanks to Missy & Shawn!

Pay-To-Play
• In the past 5-6 years, Facebook has become increasingly pay-to-play.
• Organic posts rival Google’s ability to “hide a dead body” beyond page 1
of the results: There is zero-minimal exposure for non-established brands.
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Image source: brainjarmedia.com

There is Hope for Organic
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Image source: Disneyplus.com
• With increased
advertising and
resulting positive
performance, Facebook
Ads will feed future
improved Organic
results. (Although some
of the good ones will
die along the way)

3 Pathways To Facebook Advertising
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All images unless labeled are from Facebook.com

Path 1: Facebook Post Boost
When you click on “Boost
Post,” complete the
following steps:
• Choose objective that
matches your business model
(or where this ad fits into
broader social strategy)
• Credit, Employment, or
Housing offers require
labeling, and lead to fewer
audience-targeting options
@BOGGLES – Facebook Ads Set Up & Process 7

Audience Set Up – All Ad Pathways
• You must set up audiences
for FB Ads to work
properly for you. The more
time you spend setting up
audiences, the better you
will do and the more you
can re-target/sequence
your messaging towards
ultimate conversion
@BOGGLES – Facebook Ads Set Up & Process 8

Audience Set Up – Push The System!
• You will find that there are certain
combinations of audiences that can
no longer be used, post-Cambridge
Analytica.
• Use “Interests” > THEN suggestions
to help get Job Titles.
• For example hard to get
“Attorney at Law” Job title to pop-up
with search, but if you pick “Lawyer
– Interest,” then click suggestions,
these job titles will come up. (Same
for medical specialties + broader
“surgeon”)
• Truly narrow your audiences: 14
million is not “defined” unless it is.
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Audience Set Up – Expansion & Limitation
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Path 2: Facebook Page “Ad Center”
You could think of the three FB Ads paths I am covering as “Crawl>Walk> Run,” and use the
Facebook Page-connected “Ad Center” to grow into Facebook Business Manager
@BOGGLES – Facebook Ads Set Up & Process 11
we will
cover some
of these in FB
business
Manager
section
below)
(next slide)

Pinning Lead Form To Facebook Page
• You can post any of your ads to the page’s organic feed, although this is not default.
• If you set up a Facebook Lead Form style ad, make sure you set the setting to show on
the page, and then “Pin.” Note that this can also be configured to deliver the lead form
information directly to your CRM.
@BOGGLES – Facebook Ads Set Up & Process 12

Facebook Page: Giving Access To Others
• One of the bigger pains in the butt when it
comes to Facebook Ads is delegating
authority to others.
• You must be actual friends with the person
to grant them access. This is to promote
security and prevent automated accounts
from ruining it for everyone.
• Note if you grant people Editor Roles
within the current Facebook page, they
may not be able to use a credit card tied to
the page. In this case you have to get them
to establish Business manager and grant
access that way.
@BOGGLES – Facebook Ads Set Up & Process 13

Path 3: Facebook Business Manager
• Facebook Business
manager allows you to
create, edit, duplicate,
and manage campaigns
at scale.
• To establish requires
additional steps, once
you have your Facebook
Page set up (and
Instagram if applicable)
• You will also need to
grant access to partners
again through a separate
“People management”
page.
@BOGGLES – Facebook Ads Set Up & Process 14

FB BM: Ad Types
About 80% of the ads I run across clients are “traffic” or “Engagement” Goal, against
different audiences including remarketing sequences.
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When thinking 50K-Feet level
about Facebook Advertising, think
of a sequence from Awareness to
Consideration to Purchase, also
known as “Audience, Engage,
Convert” as accurately preached
by Dennis Yu for some years.

FB BM: Campaigns & Ad Sets
Campaigns
• Control Marketing Objective which
limits related settings
• For example,
• Can be copied and edited
• Control Campaign-Level Budget
Optimization options and total
spending limit
Ad Sets
• Control Audiences, Ad Set Budget &
Ad Timing (Start & End dates)
• Can be copied and edited
• I like to test Audiences at ad set level,
using the same ads for each, or
different ads
@BOGGLES – Facebook Ads Set Up & Process 16

FB BM: Setting Up Ads
• Set proper identities, especially if you
have access to multiple accounts
• Same goes for the Pixel
• Test different images, text, and
buttons.
• I often like to run a single image and
text and run different Ads versus using
Facebook to test these against each
other.
• This can be useful if you are tracking by
URL, since the multiple image ads only
allow for one landing page across them.
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Also Available: Facebook Page “Shop”
• This session doesn’t
have time to go into
FB Commerce
opportunities, but if
you can deliver
products directly
through your affiliate
management
technology, this ties-
in nicely with FB Ads
strategy.
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Measurement Tips - General
• Within the online dashboards, you can get plenty of information on
performance – using Boost, Ad Center, or Business Manager – but use
another analytics system to validate traffic and especially behavior
metrics, in order to assess the true performance
• Sometimes depending on your CMS and the way your Landing Pages
are built can be very impactful on measurement.
• For example, if you set up UTM parameters using HubSpot, and they don’t
“jive” with common nomenclature for Google Analytics, you may find your FB
advertising results/events credited to the “Other” channel.
• Often, it is better to accept this reality versus trying to reconfigure your entire
HubSpot/Salesforce CRM
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Page & Boost Dashboards
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Ad Center Dashboards
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Note Facebook makes it easy to
“keep it rolling”

FB BM Dashboards – Lots Here
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Last Points For Now
• Consider Crawl > Walk > Run, but if you have a sophisticated paid
media background, start with Business Manager
• Spend 70% of the research/set up time for each ad set based on
audience (this will also provide long term efficiency gains through re-
use and modification of saved audiences). Narrow audiences through
“Must also like” and “Exclude.”
• Use the types of content that works for where you are in A>E>C
funnel, and don’t forget to Pixel & sequence messaging during
retargeting
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Thanks for your time, and thanks Vegas for the warmth!
• Chris Boggs - @boggles
• Webtrafficadvisors.com
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