The most comprehensive knowledge base on all types of Facebook accounts on the entire web!

As we all know, Facebook advertising is a professional job. If you don’t understand the principles of advertising, you will definitely lose a lot of dollars, and you may even be banned by Facebook, leaving the balance unrecoverable and data lost. Today, the editor has sorted out the most frequently asked questions by customers, from account opening to advertising, to optimization and analysis.

There are many small questions here, such as what is BM? Why register BM? Why is my BM blocked? What is Page? How to register Page? Every time I encounter these questions, my head is very big. Many FB veterans may not understand these relationships, so I will explain the relationship between FB accounts from the relationship diagram below.

Everyone needs a personal account, just like WeChat. This is the most basic configuration. It is impossible to run any function on FB without a personal account.

Secondly, everyone needs to register BM. As the name implies, it is a management platform. BM can manage your page, your advertising account, your advertising data, your pixel, etc. However, BM will not be blocked easily, so don’t say that my BM is blocked. It may be that only your advertising account is blocked. Advertising account and BM are two concepts. One person can register two BMs. You don’t need many BMs, and you can’t register many. So don’t say that I want to register 10 BMs. BM is just a management function. Ordinary advertisers only need one BM.

There are also advertising accounts. One BM can apply for multiple advertising accounts. Some people think that you can only apply for one account, but in fact you can apply for many accounts. Each account is independent of each other, so don’t worry that other accounts will be blocked because one account is closed.

To open a Facebook advertising account, you need to go through an agent (individuals can also open an account, but the account is likely to be blocked, unstable, and may be shut down at any time).

The advantages of opening an account through an agent are:

The account is stable and not easily blocked

Agents provide necessary training.

After the account is blocked, the agent will assist in filing an appeal.

When there are problems with delivery, agents will help solve the problems.

After opening an advertising account, you need to go to the BM backend to distribute this account.

Enter the background of BM settings from here:

You can then assign homepages (pages), ad accounts, and INS accounts to users (i.e. other BM personnel) or partners (i.e. other BMs). BMs, ad accounts, and pages can all add other FB users as administrators or other roles. Ad account staff can only be added in the BM background, while pages have a separate background and can be added in the page background or in the BM settings.

There are two other ways to create a Page, one is the personal account homepage, and the other is the BM settings page. Creating an ad requires a Page, just like WeChat ads must have a WeChat public account.

Finally, there are pixels. A BM can create 10 pixels, and a pixel can be assigned to multiple advertising accounts. Usually, a pixel is installed on one website, and it is not recommended that multiple sites share a pixel.

When submitting an account application, you need to submit a website domain name and web link. After the account is opened, the account can only run ads with the corresponding domain name. If the URL link is not submitted for Facebook review, the ad cannot be run directly. If it is run, the account will be blocked.

There are many small questions here, such as: How much money to invest? How many ad groups to run? What is the budget for each ad group?

First of all, the budget is determined by themselves. Although each agency has a threshold, how much to spend every day is their own decision. Some people spend tens of thousands of dollars a day, while others spend $1,000 a month.

There are no rules, but one is definitely not enough. In the early stages, it is necessary to test different advertising goals, different audiences, and different materials, which must be tested by multiple ad groups. As for how much you should go up, please decide according to your own situation. But we do not recommend that the ad group only provide a budget of $1, so that the ad cannot run, there is no data, and there will be no test effect.

Generally speaking, it’s at least $10 a day, and if your audience value is high, it may take $20 or more to use it up. With a $10 budget, if the CPM is $5, then 2k impressions at $10 can barely measure the CTR.

Facebook audiences are divided into three categories :

Core Audiences: Manually select audiences based on region, demographics, interests, and behaviors

Custom Audiences: Find customers based on existing customer lists, site pixels, or mobile app events

Lookalike Audiences: Find people with similar characteristics to existing customers

You can upload email addresses and phone numbers to find target customers, or use pixels to record data to generate crowdsourcing.

We all know that this is to select the orientation (interest, demographics, behavior), which is similar to each DSP platform. Generally speaking, the dimensions of behavior and demographics are more accurate than interests. Demographics include a lot of content, family income, education, work, life events (migration, etc.), political inclinations, relationship status, children's age, etc. Behavioral dimensions include consumption habits, credit card usage habits, online consumption behavior, etc.

Why not interested? Because if you click on a similar one, you can be considered interested, so if you choose some interesting words, you will find that their crowds are the same, such as HM and online shopping, the coincidence between the crowds will be high, and the significance of targeting will not be great.

Here are some directions on FB that can be used as directional dimensions for your reference:

·website

Magazine subscription

·shop

Celebrities in this niche

TV shows/events

This is the focus. Generally speaking, similar audiences perform very well. You need to measure the performance of customized audiences. Similar audiences usually perform well. But the key is to do which data sources are similar to the audience. If the seed is not good, the natural effect will not be good.

Sort torrents by relevance and difficulty to get to them: Interact < View content < Add to cart < Add payment method < Purchase.

First, it’s hard to get a purchased audience directly, so we can use a relatively simple audience of people who have interacted or viewed content. After accumulating more data, we can start using purchased audiences as seeds, and similar audiences will have the highest value.

Seed size: 1000 to 50000, source audience must have at least 100 users in one country. After creating similar audiences, it will take several hours to take effect. In addition, FB system updates similar audience group packages every 3-7 days, so there is no need to manually update the audience.

First of all, you need to look at more materials from others. After looking at more, you will know what elements are needed.

Use GIFs

Unified design style

Use masking to create a premium feel for your brand

Use a carousel to show the process

·The design should be unique

· Bright colors

Use high-contrast colors

Avoid using white as the background color for ads. White is the same as the background color of FB’s information feed and is not easy to stand out.

The call to action (CTA) should be clear

The image contains discount information

Use videos instead of static images

Tell a story with carousel ads

Show Before and After

Demonstration of product usage

·Use people to appear in the scene, the effect of smiling face is very good

Include well-known concepts or logos (such as Outlook, Dropbox, etc., if your business is a related solution)

Use icons to show strengths

Use the correct image size

Use visuals that evoke emotions

Keep the text in the image short

Core values ​​should be reflected

Avoid visual fatigue

The landing page matches the design (can improve conversion rate)

How to write advertising copy?

The copywriting that needs to be written includes: ad title, text, call to action, ad link description, and display link. URL parameters are used for tracking purposes, and you will need them if you use Google Analytic.

Ad Title:

The most important content, such as the big title text like Christmas Sale Starting Today: you can add some detailed descriptions for the title, such as 50% off, limited quantity, etc.

Call to Action:

For e-commerce, you can usually just go shopping.

Ad link description:

Only displayed in certain positions, not required.

Display Links:

Just fill in the main domain name of the official website. It is mainly for the sake of appearance and is not required.

Make the title a call to action

Keep it to 5 words or less

·Mark the benefits to consumers in the title

Keep it simple and talk about one thing

·Pain points

If it is a new product, it must be emphasized

Use questions to elicit the answers you want

Use special symbols to attract attention (emoji or alt code)

Mention the offer

·The opening should be attractive

Try to limit your message to 40 characters (maximum 90 characters)

Quickly move people from the title to the call to action

Tips for writing link descriptions:

Keep it consistent with the title

Emphasize, repeat, and explain your offer

·Add text to the video, and play it automatically without sound in the information flow

Use some great words: You, Free, Because, Instantly

Create a sense of urgency

Use calls to action like “Learn more” or “Shop now”

Keep it short and concise, and make sentences like a friend talking to you.

The text in the picture should be in a font that is easy to understand

If your brand is popular, add your brand logo to the image

Use the same image and title on your landing page

Select 5-6 copywritings from the landing page and make them into slideshow ads to get more exposure in the information flow

Doing a good job in advertising is not something that can be done overnight. It requires continuous practical operations and experience summary to reach a very high level. I hope this article can be helpful to you. Follow us and we will share more useful information with you!