Facebook & Instagram Ads: Steps to take before you start your first campaign

Akvile DeFazio
January 12th, 2021
Akvile DeFazio

Facebook offers both major brands and SMBs unparalleled advertising opportunities across its platform and Instagram. The platform’s sophisticated targeting capabilities, easy to use creative tools, metrics, and audience reach gives businesses of all types a competitive edge, helping them find new audiences and deepen their relationships with existing customers.

Brands that advertise on Facebook and Instagram are able to access an entire suite of tools to implement and run campaigns – all from a single advertising hub and all tailored to fit their advertising budget. But, if you’re new to the ad platform, there are a few important steps you must take before you launch a Facebook or Instagram ad campaign.

To keep first-time advertisers on track and organized, AKvertise has put together the following 9-Step Guide for brands, agencies and even one-person marketing teams responsible for running their company’s social ad campaigns.

1. Set up your Facebook Business Account

While you can run Facebook and Instagram ads directly in an Ad Account, we recommend setting up a free Facebook Business Suite Account.

The Facebook Business Account Manager platform will be where you store your business-related Facebook and Instagram assets. You will also be able to schedule, publish and manage your company’s organic posts and create ads for Facebook and Instagram. Your Business Account Manager gives you access to all of your instant messages from customers that come via Facebook Messenger and Instagram Direct Messages in one place, as well as notifications, alerts and activity reports for your account.

Because Facebook Business Accounts are non-transferable, it is best that they are set up by an internal employee so that your company always has access to it.

You can set up your Facebook Business Account Manager here: https://business.facebook.com/.

2. Connect your existing Facebook Business Page and Ads Manager Account to your Business Account Manager

If your business does not have a Facebook Page, you’ll need to create one. Once you have a Facebook Page, you’ll need to connect it and your Ads Manager to your Facebook Business Account.

Connecting your Facebook Page
Before you can connect your Page to your Business Manager, you’ll need to make sure it is your “primary” Facebook Page. You also must have been the admin for the Page for at least seven days. (If you are not the admin, you’ll have to request access to the Page and then wait seven days before adding it to your Business Account.)

Once you know for sure that the Page you are connecting is your primary page and that you are the admin, you can add the Page by accessing “Business Settings” from the Business Manager by clicking the gear icon in your sidebar on the homepage. In the Business Assets section, click “Accounts” and then click “Pages” — from here click “Add” in the dropdown menu. Select “Add a Page” and enter the URL for your Facebook Page and then click “Add Page” to confirm.

After following these steps, you should be able to see your Page on the next screen — from here, you can add people who should have access to manage your Page.

Connecting your Ads Manager Account
Connecting your Ads Manager Account to your Business Manager is a slightly different process. There are three ways you can add a Facebook Ad Account to a Business Account: By adding an Ad Account; by requesting access to an Ad Account or by creating another, new Ad Account within the Business Manager. (Businesses who are just setting up their Business Account won’t likely be requesting access to an existing Ad Account or setting up a second Ad Account, so we’re sticking to simply adding an existing Ad Account here.)

Same as adding a Facebook Page, you will have to access “Business Settings” in your Business Account Manager. Click on “Accounts” from the left-side menu and then click on “Ad Accounts” before clicking the blue “Add” dropdown menu.

From here you have one of the three options listed above — Add an Ad Account; Request Access to an Ad Account; or Create a new Ad Account. Select “Add an Ad Account” and then enter the Ad Account ID (You can find your Ad Account ID number in the account dropdown menu in Ads Manager or in your browser’s address bar in Ads Manager.) Now, you will have to follow the prompts to select which people have access and their access levels.

A few quick notes: If the Ad Account you’re trying to add has already been added to another Business Account Manager, you will not be able to add it to yours — it can only be owned by one. Also, there is a limit for the number of Ad Accounts attached to your Business Account Manager which is determined by your ad spend. Your Ad Account limit increases as your spend goes up. You also will not be able to add your Ad Account to Business Manager if it is a prepaid Ad Account.

3. Setting up permissions to access your accounts

When connecting your Facebook Page and Ad Accounts to your Business Manager Account, part of the process is adding people who should have access to the accounts. You’ll want to be sure to add yourself along with any staff members or agency contacts and consultants who are responsible for managing your accounts.

Facebook and Instagram Ad Accounts come with three different admin levels or “permissions” — you get to choose who has what level of permissions when you add them to the account by assigning them a role. The three types of roles include: Admin, Advertiser and Analyst.

Here’s a quick overview of each role’s permission levels:

Admin Advertiser Analyst
View Ads
Access Reports
Create and Edit Ads
Edit Payment Method
Manage Admin Permissions

4. Connect your Instagram Business Account to your Business Account Manager

Adding your Instagram Business Account to your Business Account Manager is similar to adding your Facebook Page. You’ll have to do it from your Business Account Manager, clicking the gear icon in your sidebar on the homepage to access your “Business Assets” section. Within the “Business Settings,” click the “Accounts” option and then click “Instagram Accounts.” From here click “Add” and enter your Instagram username and password and then click Next.

5. Set up billing in Ads Manager

Facebook offers advertisers two ways to set up billing for their ads: Automatic Payments and Manual Payments. If you are using a Business Account Manager, you will need to set up an Automatic Payments option. (Prepaid Ad Accounts which are paid through manual billing cannot be added to your Business Account Manager.)

To set up automatic payments, open the “Payment Settings” in Ads Manager. From there, click the “Add Payment Method” option and choose the payment method you prefer — Facebook accepts PayPal, most major credit cards, co-branded debit cards or direct debit bank accounts. Once you’ve added your payment information, click “Next” to complete the process and follow any additional prompts by Facebook.

Your payment method will be saved to your account and accessible via the Business Account Manager. Only admins on the Ad Account can add payment information.

6. Create and Implement the Facebook Pixel

One of the key benefits of Facebook and Instagram advertising is the targeting and tracking capabilities Facebook offers — all of which are made possible by the Facebook Pixel. A Facebook Pixel is a piece of code you install on your website that allows Facebook to display your ads to your site’s visitors while they’re on Facebook or Instagram and then measure the effectiveness of your ads over time.

To create a Facebook Pixel, access the “Events Manager” from your Business Account Manager. Click the “Connect Data Sources” option and select “Web,” then select “Facebook Pixel” and click “Connect.” Facebook will prompt you to add your Pixel name, from here you will add your website URL and click “Continue.”

Once you’ve gone through these steps, you will have created your Facebook Pixel and can now add it to your website code either manually or via a partner integration (if you are using a third-party tool for your Facebook advertising tactics). There is also an “Email Instructions” option that allows you to send your Facebook Pixel code to the person responsible for setting up the code on your website.

You can begin to create your Facebook Pixel here: Create and Install a Facebook Pixel.

7. Brands with Facebook apps: Set up your SDK

If your business has a Facebook app, you’ll also want to set up a Facebook SDK (software development kit) so that you can track and measure the actions people take within your app. Before you can set up the Facebook SDK, your app must already be registered with Facebook. You must also have selected the appropriate platform for your app via the “Settings” option in the App Dashboard.

Facebook offers three different downloads to set up your SDK:

SDK’s can only be set up by businesses that have a registered Facebook Developer. Businesses must use Facebook’s App Dashboard to register apps and configure the app’s settings and obtain documentation for building, testing and releasing your app.

You can learn more about becoming a registered Facebook Developer here: https://developers.facebook.com/docs/development/

8. Set up events for tracking conversions

While your Facebook Pixel allows you to target your audience across Facebook and Instagram, it also allows you to track actions to determine conversions and to understand your campaign performance. You do this by setting up “Events” when you set up your Facebook Pixel.

Once you have set up the Facebook Pixel code on your website, you can add code for the events – or conversions – you want to measure. Facebook has a number of events available to track (although not all are available to all advertisers). The most popular events include:

  • Add Payment Info
  • Add to Cart
  • Add to Wishlist
  • Complete Registration
  • Contact
  • Purchase
  • Subscribe

Facebook gives advertisers four ways to set up their Facebook Pixel Events:

  • A manual set up option.
  • The “Point and Click” set up option that uses Facebook’s Event Set-Up Tool for the web.
    An Advanced Matching feature that allows advertisers to use their own customer data against event data to more accurately track actions as well as expand their reach via Custom Audiences or Dynamic Ads.
  • Partner integration through a third-party ecommerce partner.

It’s worth noting, advertisers are able to use one Pixel across the various pages of their website. Your Facebook Pixel can include code for various events depending on the conversions you want to track that happen across your site: Product Views, Add to Cart, Purchase, etc.

9. Set up Google Analytics

Last but not least, your Facebook and Instagram advertising efforts should not stop on the Facebook platform. To be a truly holistic digital marketer, you’ll want to set up a Google Analytics account so that your reports go beyond your Facebook Ad activity.

A Google Analytics Account is free and allows you to track various user data, including how long a user was on your site, how many pages a user visited while on your site, bounce rates and traffic source information. You can also use Google Analytics to measure events like ecommerce activity, interactions with links, buttons, video controls, and other dynamic elements of your site or app.

To set up a Google Analytics Account, you’ll need a Google Account. From there you’ll be able to set up a “Property” in your Analytics Account — a property represents the website or app you want to track. You can then set up a “Reporting View” for the Property where you determine which data you want to review: All data, data from a specific region, etc.

Once you’ve set up the “Property” in your Analytics Account and your “Reporting View” preferences, you’ll have to add the tracking code for Google Analytics to your website by setting up an Analytics Global Site Tag. This is the code you will use to track each webpage you want to measure.

You can set up your Google Analytics account here: google.com/analytics.

Facebook and Instagram advertising delivers too many business benefits for businesses to ignore. This list is meant to help get you started, but there is a world of insights a professional social media ad expert can bring to the table when it comes to your creative assets, campaign logistics, ad spend recommendations and more.

If you’re not already working with a social media marketing professional, AKvertise provides consultative sessions to audit your current needs and offer advice on where you may want to start. We offer a variety of consulting services catering to businesses of all sizes – and budgets.

Contact us now to schedule a call.

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