Growing Your Business With Facebook Ads (Workshop: Sept. 23, 2021)

Recorded version of the webinar on Facebook Ads from September 23, 2021:

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Key Learnings from Webinar 

What is Facebook Ads?

Video Start Time 9:40

  • Facebook Ads are paid posts that businesses place on Facebook, which is targeted to a particular demographics/interests
  • Share services and products that your business is offering 
  • Facebook ads will have "sponsored" at the top of the post - this helps identify whether a post is an organic post or a paid post 
  • Facebook Ads - Push Platform - pushes messaging to an audience that may not be aware of your business, but interested
  • You can run Instagram Ads through Facebook Ads 
  • Facebook Ads offers many different placements such as 
    • FB and In Feed Posts, Stories, FB Marketplace & More!
  • You can specify your budget, demographic and campaign timeframe

Elements of a Facebook Ad

Video Start Time 11:36

  1. Primary Text
    • Share a brief description - what are you trying to advertise? - About your business, the product. Note: Keep it short 1-2 sentences, unless you are doing a checklist. You can also use emojis, this can help increase interactions
  2. Image/Video 
    • Important - likely the first element someone sees 
    • Draws in the user
  3. Headline and URL 
    • Short call to action or brief statement on what you are trying to promote 
    • Can be used to show an available promo 
    • The URL above the headline can be used to display the URL your ad links to or a form hosted on Facebook - can be downloaded later for leads 
  4. CTA
    • CTA - Call to Action 
    • Your main call to action when a user clicks on your ad - i.e Apply Now, Shop Now etc. 

Running Facebook Ads 

Video Start Time 14:23 

Ad Manager - where you will run your ads for Facebook and Instagram (Located within Business Manager > Accounts > Ad Account > Ads Manager) 

  • Ad Manager is an all-in-one tool for creating ads and managing who sees them. It also lets you schedule/budget ads and track how your ad campaigns are performing 

Facebook Campaign Structure 

Video Start Time 14:23

  1. Set Campaign Objective - Outline your Objective - What is your Objective? i.e Get users to purchase 
  2. Facebook Campaign - Campaign type (prospecting, re-targeting, loyalty - current customers), Goal (i.e conversions, app downloads), Budgets 
  3. Facebook Ad Sets - Define your Audience (demographic/interests), Targeting, Timeline, Placements 
    • At this level, you also have the flexibility to set campaign budget based on demographic 
    • Usually set two ad sets to test different audiences 
  4. Ads - Creative, Copy (headline, primary text, CTA), URL  
    • Up to three ads within each ad set

Facebook Ad Placement 

Video Start Time 19:12

Facebook offers a lot of placement opportunities 

  • Collection 
    • Great for e-Comm businesses
    • Allows you to promote multiple products 
    • Upload catalog or connect to your Shopify account 
    • Pull products to promote 
  • Image 
    • Single Image 
  • Video 
    • Single Video
  • Carousel 
    • If you need to show a use case
    • If your product isn't self-explanatory 
    • 5-6 cards that users can scroll through 
    • More interactive
  • Slide Show 
    • Used for Hospitality businesses 
    • Images that fade in and out within an ad (i.e showing different destinations) 
  • Instant Experience 
    • Used for Hospitality businesses 
    • Opens Up, similar to a blog post
    • Ability to add more text 
    • Different Images

Getting Started on Facebook Ads 

Video Start Time 21:34

  1. You need to have a Facebook Profile & Page - Same with Instagram - Instagram Account 
  2. Create a Business Manager Account here. 
  3. Add an Ad Account to your Business Manager
  4. Link or Add your FB Page & IG Account to Business Manager
  5. Create a FB Pixel for Tracking Purposes - to analyze your results and make informed decisions 
  6. Verify your Business Domain
  7. Add Payment Method - Charged based on clicks cost/per click
  • Once you have a Business Page (setup here), you will automatically have an Ads Manager Account. To get started within your Ads Manager account, follow instructions here.

Account Creation, Creative Strategy & Targeting, Tracking 

Video Start Time 24:40

What you will need: 

  • Ad Account & Linked FB Page
  • Social Strategy + Audience Targeting (Prospecting vs. Retargeting)
  • Creative & Copy 

  1. Campaign Objective 
  2. Budget/Campaign Duration
  3. Audience Targeting (Audience Manager) - Perform background and market research
    • Demographics, Interests, Customers, LALs (Look-A-Like audiences - audiences that share similar characteristics to your current audience. Continue to Optimize your Audience to get better results! 
  4. Ad Creative & Copy
    • Recommend 3-5 variations - the algorithm will select and show which variation is most likely to convert 
  5. Landing Page (Final URL or LGF (Lead Generation Form)

Audience Types

Video Start Time 26:04 

Targeting using Audience Manager 

3 Main Audience Types on Facebook 

  1. Core Audience
    • You don't need audience manager to build your core audience. This is something you can build at the ad set level - determine your audience's age, gender, demographic, interests - based on life events, behaviours within the platform, etc. 
  2. Custom Audience
    • Upload a customer list (email address, first name and last name) to the platform. 
    • Upload it in Audience Manager (Under Audiences in Audience Manager) 
    • Once it is uploaded it will match your customer list to their Facebook profiles 
    • A good way to re-target current customers 
  3. Look-A-Like Audience 
    • Uses your customer list and other customer information to find people that are similar 
    • Match current profiles of your customers to people that are similar to your customers and target them directly 
    • A look-a-like audience can be anywhere from 1% of the population up to 10%. Recommendation: 1-3% - this ensures the audience is similar to your current audience 

*Likely to see better results when you house data within Ads Manager 


Video Start Time 29:19

Tracking is super important. It allows you to report on your campaigns, see how campaigns are performing and optimize and make informed decisions based on the tracking data. 

  1. Create & Install Facebook Pixel
  2. Create Custom Conversion Event/Goal 
    • Ads Manager > Events Manager 
    • Create custom conversion events or goals 
    • i.e triggered when someone submits a form 
  3. Complete Aggregated Event Measurement (New)
    • Allows you to prioritize the different events you have 
    • Set your aggregated event measurement based on your goals and prioritize them accordingly 
  4. Optimize Campaign to Conversion Event
  5. Include UTM Parameters on Ads
    • Piece of code that goes at the end of your domain or destination URL 
    • This allows you to track where customers are coming from i.e organic vs. paid 
    • Also tells you which audience/ad converted 

Tip: Use campaign naming conventions for easier reporting!

Every successful campaign starts with great tracking! With well developed tracking & goals set in place, you can assess ad performance by finding a balance between CTR & CPA, depending on the campaign objective.

Measurement and Optimization 

Video Start Time 26:04

The below metrics allow you to measure the success of your campaign 


  • Impressions - how many people have seen your ads 
  • Reach - unique people who have seen your ads 
  • Clicks - how many people have clicked your ad 
  • CTR (click-through rate) - percentage of people that click on your ad and went to the destination page
  • CPC (cost per click) - amount it costs to click on your ad - this cost may increase if your industry is competitive 
  • Results - conversions 
  • CPA (cost per acquisition) - differs based on your objective. i.e could be cost per lead 
  • CVR (conversion rate) - the percentage of people from the ad that are converting i.e going through the checkout and making a purchase 
  • Ad Frequency - # of times people have seen your ad in the past 7 days. Recommendation: if your ad frequency is above 5, it is recommended that you expand your reach 

Try different things! But remember - the platform needs time to react + optimize accordingly after making an optimization adjustment. 

Importance of A/B Creative Testing 

Video Start Time 36:53

It is important to test different versions as you may not know what is going to work

Test, Test, Test 

  • Ad: A/B versions - which has a stronger click through rate (CTR)
  • Landing Pages - conversion rates on landing pages, which page sees higher conversions? i.e homepage vs. product page
  • Welcome Email - offline conversions - what do you do after a user makes a purchase? i.e welcome email with a discount code 

The Five Stages to Experimental Framework 

  1. Determine conversion to improve
  2. Hypothesize change
  3. Identify the variables and create variations - i.e continue testing variations of A because it performed better
  4. Run experiment - give it a few weeks
  5. Measure results

iOS14 Updates

Video Start Time 40:38

Apple has made a change that allows iOS users to opt-in or opt-out of tracking on apps 

Impact on Facebook Ads, contributing factor to lower results 

  • This update has shrunk audience sizes 

Facebook Released April 26, 2021

  • 8 Conversion Events Per Pixel Limitation
    • Aggregated Event Measurement
    • Prioritize!
  • Delayed Reporting May Occur (72hrs)
  • Domain Verification Requirement
  • Audience/retargeting pool size decrease
    • Conv. window is now 7 days vs. the 28 days

To learn more about iOS14 impacts, read here.

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