How to DIY Your Facebook Ads (And Why It Just Got A Whole Lot Easier)

September 3, 2019

Want to DIY your Facebook Ads but have NFI where on earth to start? 

If so, you’re not alone. 

Facebook Ads have always been a powerful way for small businesses and solopreneurs to get in front of their dream clients, but – for many – they have always been a little bit of a dark art. 

When you are trying to run a business, it’s often always just one ‘to do’ at the end of a very long business to-do list. 

The thought of going beyond the boost button and deep-diving into all things Facebook Ads Manager to set up your own Facebook Ads is a daunting thought.

Sound about right? 

If that’s you, it’s likely you’ve taken on of three paths when it comes to ‘getting on top’ of Facebook Ads: 

  1. You’ve buried your head under the doona (or duvet, depending on where in the world you live!) and told yourself that it’s on the to-do list for ‘later’ (read: never); 
  2. You’ve engaged an ‘expert’ and outsourced, only to wonder why they aren’t getting results and where on earth your hard-earned dollars have gone; or 
  3. You’ve done a course on Facebook Ads but all it’s given you is a theory lesson, and you’re no clearer on how to practically apply all of the bits and pieces to YOUR business and circumstances. 

Regardless of which bucket you fall into, it’s time to drop a truth bomb: 
It’s time to get your Facebook Ads strategy sorted, and – if your initial spend is under $500 per month – it’s time to learn how to DIY. 

Here’s why:

If you’re spending less than $500ish a month on ads to start, the cost of getting a good, competent Facebook Ads manager to manage that spend is going to far outweigh your ad spend. Ad costs are rising, and making the numbers work to turn a profit? Yeah. It ain’t going to happen. 

Learning this stuff is important. Whether your end goal is to outsource or not, you need to know at least the nuts and bolts of how this stuff works. Working knowledge of it ensures you know where your money is going, and you know what’s up when that Facebook ads guy or girl that promised you the world just ain’t getting you results.
Now with all of that said, I have some good news. 
Great news, in fact. 
Because from September 2019, DIY’ing your Facebook Ads just got a whole lot easier. 
At least, it did for small businesses that have NFI what on earth they are doing. 

In this episode, I am going to break down three big, important changes in Facebook Ads land and what they mean for you. 
It’s time to get your Facebook Ads shiz together, guys. 

Here’s what they are: 

  • Campaign Budget Optimisation: Sounds like a pretty geeky name, right? It is. But here’s what you need to know: Campaign Budget Optimisation, or CBO, is going to make it easier than EVER to DIY your Facebook Ads. 

So, what is it? Essentially, it is a change to the way that you set a budget with your Facebook Ads. Instead of setting a budget at the ad set level, and manually adjusting your budget based on the results – Facebook now does this FOR you. 

  • New Look Ads Manager: The Facebook Ads Manager has had a facelift! For social media professionals that are in there every day, this is big news. For you guys? It’s kinda big news too because it means that the layout of the Ads Manager has become more user-friendly – and for a platform not known for its user-friendliness, this is a very good thing. 
  • Relevance Score: Facebook has made it much, much easier to troubleshoot your ads and see where you are going wrong. 

Links and Resources

  • Get on the waitlist for the Facebook Ads Blueprint: Beyond the Boost. This is a three-part Facebook Ads Strategy blueprint for success. 

Join the waitlist here: www.steviesayssocial.com/blueprint

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Transcription

Want to DIY your Facebook Ads but have NFI where on earth to start? 

If so, you’re not alone. 

Facebook Ads have always been a powerful way for small businesses and solopreneurs to get in front of their dream clients, but – for many – they have always been a little bit of a dark art. 

When you are trying to run a business, it’s often always just one ‘to do’ at the end of a very long business to-do list. 

The thought of going beyond the boost button and deep-diving into all things Facebook Ads Manager to set up your own Facebook Ads is a daunting thought.

Sound about right? 

If that’s you, it’s likely you’ve taken on of three paths when it comes to ‘getting on top’ of Facebook Ads: 

  1. You’ve buried your head under the doona (or duvet, depending on where in the world you live!) and told yourself that it’s on the to-do list for ‘later’ (read: never); 
  2. You’ve engaged an ‘expert’ and outsourced, only to wonder why they aren’t getting results and where on earth your hard-earned dollars have gone; or 
  3. You’ve done a course on Facebook Ads but all it’s given you is a theory lesson, and you’re no clearer on how to practically apply all of the bits and pieces to YOUR business and circumstances. 

Regardless of which bucket you fall into, it’s time to drop a truth bomb: 

It’s time to get your Facebook Ads strategy sorted, and – if your initial spend is under $500 per month – it’s time to learn how to DIY. 

Here’s why:

If you’re spending less than $500ish a month on ads to start, the cost of getting a good, competent Facebook Ads manager to manage that spend is going to far outweigh your ad spend. Ad costs are rising, and making the numbers work to turn a profit? Yeah. It ain’t going to happen. 

Learning this stuff is important. Whether your end goal is to outsource or not, you need to know at least the nuts and bolts of how this stuff works. A working knowledge of it ensures you know where your money is going, and you know what’s up when that Facebook ads guy or girl that promised you the world just ain’t getting you results.

Now with all of that said, I have some good news. 
Great news, in fact. 
Because from September 2019, DIY’ing your Facebook Ads just got a whole lot easier. 
At least, it did for small businesses that have NFI what on earth they are doing. 

In this episode, I am going to break down three big, important changes in Facebook Ads land and what they mean for you. 

Let’s dive into the three reasons why DIY your Facebook ads just got a whole lot easier. Number one is CBO. 

  • Campaign Budget Optimization is going to make it easier than ever to DIY your Facebook ads. So what is it essentially, it is a change to the way that Facebook ad budgets are set within the Facebook Ad Manager. 

This is a change that is coming about for a lot of ad accounts from September 2019. What it does is it shifts where you set your budget within the Facebook Ads Manager. Previously, the way that Facebook ads would work is that you would set up an ad budget at what is called the ad set level. 
What that means is that the way that people would generally structure the ads is that they would have one campaign. Then, they would have multiple ad sets within that campaign where they would do things like test out different targeting. They would test the ad going to females and then they would also test the ad going to males as a really simple example, right? 
Then what they would do is they would have a budget for the test that they were running to females and the budget for the tests that they were running to males. So say, for example, they were spending $100 on the one for boys and $100 on the other.vWhat that basically meant is that Facebook would spend that $100 regardless of whether the other ad set was performing better. 
For example, say you had $100 for a male audience and $100 dollars for female and the ad set that was the female ad set was far outperforming the other ones so it was getting lower ad costs, it was just performing much, much better. That didn’t matter. Essentially, you would have to go in and manually change the budgets, if you could say that one was performing better. 

That is all well and good if you’re a Facebook Ads Manager, and you’re doing this stuff every day. But if you’re a small business owner, you’ve got other things on your mind, right? Campaign budget optimization changes all of that.

Essentially, what it means is that you will now set your campaign budget at the campaign level. What that means is that you will set your budget to say, for example, $200 then have to ad sets within your campaign, one way of testing out it going to a male audience one way of testing out it going to a female audience, and one of those is performing much, much better. Facebook will automatically optimize your budget at the campaign level to make sure that your spend is efficient. 

This means that you don’t need to be doing all of this stuff manually. It means that you don’t need a Facebook Ads Manager to be doing this stuff manually for you. And it’s what Facebook’s goal is, which is to have more people actually going in using the Facebook Ads Manager and managing their budgets themselves. So if you’re a small business owner, if you are not a professional ad person, you should be rejoicing with this change. It’s a really, really cool one. 

The second big change is the fact that the Facebook Ads Manager has gotten a little bit of a facelift. If you have I’ve never used Facebook Ads Manager before and you’ve never gone beyond the brace button. You might not know this, but the Facebook Ads Manager is not known as the most user-friendly piece of software out there. It is very, very difficult, or at least it used to be difficult to navigate through.

If you were going in there for the first time, it would just look extremely overwhelming. For a really kind of big platform, it’s quite surprising that its user-friendliness was so low. What has happened is that Facebook has taken on a lot of that feedback. In line with its goal to really make Facebook ads more accessible and user-friendly for nonprofessionals. It has updated its look. When you go into the Facebook Ads Manager now, there’s a couple of key changes. The first is that there is now a different navigation screen. The way that the Facebook Ads Manager used to work is that they used to be three tabs along the top. It was kind of confusing a way to navigate through the different stages of your ad. From the campaign level to the ad set level to the ad level, this is now completely changed. So instead of the tabs going along the top of the page, the navigation is now standardized, and it’s moved to the left as a sidebar. That sidebar can be expanded or it can collapse depending on your preferences. 

If you’re used to the old month Ad Manager of this is going to be a little bit of an adjustment at first. But I guarantee you after using the upgraded ads manager for more than a couple of days, you will not be able to even think about going back to the old version. 

It is a very cool change, it really just kind of makes things a lot more easy for people that are going in and using it for the first time. It is just a more intuitive way of running through your ads. Now the second change in terms of the facelift is that the way that Facebook ads look, in terms of your campaign level has changed. What I mean by that is that when you set up your ad, you’d essentially set up all of your ads starting with the campaign level. And that’s essentially the shell that houses all the different pieces of your ads, right.

The way that the Facebook Ads Manager now looks is that it has what is called a nested view. All of your campaigns will show up in a line. Then, there’ll be arrows where you can drop down and you can see the other levels of the ads. You’ll be able to drop down and see the ad set level drop down and see the ad level. This is awesome, it’s such a great way to really quickly navigate through, you can see which ad sets relate to which campaigns, it is just a much more again ensure a way of actually running your campaigns, you can see things really, really easily, you can expand the dropdown. You can make them smaller if you don’t want to see all of the details. It’s just a really great way of doing it. 

The third change in terms of the updates is that there is now a search and filter bar. So in the past, you would have had to use a combination of different options to find different ads. This is more relevant when you’ve run quite a few ads. But there is now a kind of really clear search and filter bar and it makes what you’re looking for so much easier. Essentially, these changes are all about making the Facebook Ads Manager more intuitive, easier to follow and easier for people like you, people like me, people who aren’t actually professional Facebook ad consultants to go in and actually manage our own ads.

And then finally, the third change, which I kind of hinted about in a previous podcast episode, and I mentioned that it was coming in relation to what is called the relevance score. Now one of the biggest frustrations that I know that so many people have when it comes to Facebook ads is that they’re not working and they don’t know where they’re going wrong. 

With this change that has come about it is going to be or it already is most people would have this feature by now so much easier to work out exactly where you’re going wrong with your ads. 

Previously, what would happen is that you would have one relevance score for your ad, and it would be a score between one and 10. Facebook would basically be scoring your ad based on how relevant it was. There were a number of factors that went into that, in order to make that a lot clearer to see if he had a relevant school, for example of three that was really low, to see where you’re going wrong, they’ve actually split that score out. That is now divided into what is called the quality ranking, the engagement ranking, and the conversion rate ranking. 

The quality ranking is how your ads perceived quality compares to other ads that are competing for the same audience. They give now a whole heap of diagnostics and exactly what perceived quality means there is a table that makes this so so easy now, engagement right ranking is how your ads expected engagement rate compares to other ads competing for the same audience. So likes and comments and shares, and all of those sorts of positive interactions are viewed so favorably by Facebook, in terms of whether that ad that you’ve put up on their platform is going to be seen by more people because they want people enjoying the platform, right. They don’t want those spammy ads on there. If they’re getting positive engagement, it’s a good sign. 

The third-ranking is a conversion rate rankings. This is how your ads expected conversion rate compares with other ads competing for the same audience. If you’re, for example, looking to get people to opt into a freebie, and you’re running an ad that is basically geared towards that, if people are actually doing that, if that actually converting then you’re going to have a higher conversion rate ranking. 

What I absolutely love about these three different scores, as I kind of hinted on before, is that Facebook actually now has a table. Iit tells you like literally, if your engagement rank ranking, for example, isn’t doing too well. But your quality ranking is what you need to change. It’s actually really, really clear now exactly what you need to change and exactly where you need to switch things up when it comes to an underperforming Facebook ad. 

Guys, I’m a little bit of a Facebook Ads geek. 

The reason why I’m so excited about these three changes is because I know how powerful they’re going to be in terms of making it easier for you guys to get in and start using the Facebook Ads Manager. If you’re interested in doing that, head over to steviesayssocial.com/73 and you can download my free ad creative template that is going to help you with actually writing your Facebook ads, all of the links to the things that I’ve mentioned in this particular podcast episode over there. 

If this episode has inspired you to get in there and DIY your Facebook ads and you want an actionable plan to do that, you’re going to want to be on the waitlist for my Facebook ads blueprint had to steviesayssocial.com/blueprint to do that, and get the special pricing that comes with being on the waitlist. 

Alright guys, if you’re keen on Facebook Ads, there’s going to be a couple more episodes over the next couple of weeks that will deep dive into different aspects of it. I know it’s a hot topic, so you’re going to want to hit subscribe to be notified when those episodes come out every Tuesday. 

Hope you enjoyed this one and I’ll see you next week.

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