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October 11, 2023 17 mins

In this episode, Sonja reveals the power-packed potential of ads on Facebook and Instagram for your brand and how new advertisers should approach the technical and creative set up. 

With the world of social media changing the game for branding, Facebook and Instagram ads have become the new go-to strategy. But, should you be running ads on both of these platforms? Sonja walks through the common hiccups and provides a guide to successful campaign launches on both platforms. We go through the nitty-gritty of setting your ad budget and techniques to identify your target audience.

Whether you're an enterprising entrepreneur or part of an organization, this episode is brimming with tips and tricks to maximize the impact of your campaigns.

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Episode Transcript

Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Sonja Crystal Williams (00:12):
Hello and welcome to today's episode
of 10 Minute Marketing.
I'm your host, Sonja CrystalWilliams, so today I want to
spend a time, a little bit oftime, talking to you all about a
topic that I get so manyquestions about, especially
lately, as we are getting closerto the holiday season and with
that seasonality comes to thedesire to ramp up visibility for

So one question I've beengetting a lot of, I guess you
could say, activity aroundlately is should I be running
Facebook ads, or Instagram ads,for that matter, and if so, like
what do I even need to do interms of basics, in terms of
getting started?
So this is a topic I reallylove to talk about.

I even have a whole VIP day orpower session that I do with
clients, dedicated to reallyjust working one-on-one and
helping them launch thosecampaigns.
But for those of you listeningas you're looking at how do I
begin to craft this for myself,there are some key things that
you need to be thinking about asyou're looking for ways to
launch that campaign.

So I want to walk you throughtoday the ins and outs of
Facebook and Instagram adcreation and look, if you're
wondering, why is Sonja talkingabout Facebook and Instagram in
the same sentence.
If I'm only on Instagram, isFacebook even relevant?
Or vice versa, if I have areally great following on
Facebook, is Instagram evenrelevant?
And the biggest reason why youshould be considering those two

together is because, of course,Facebook owns Instagram and I
highly encourage you to run yourInstagram Ads through
Facebook's platform.
Now, first let me break out foryou one of the most common
mistakes that I'll see happenwhen newbies to advertising get

into these campaigns.
So first, if you have only been, if you're on Instagram, for
example, launching your ads fromwithin the Instagram app,
you're missing out on tons ofopportunities that can get your,
your ads or your brand a lotmore visibility.
When you run your Instagram adsfrom the app itself, you're

really giving yourself only theability to do boost it posts.
Now, this could be reallyimpactful.
If, number one, you're usingthat post to grow your follower
count, so you can focus ongetting more profile views.
When they click your ad, theyend up back on your profile and
they could choose to follow.

That's a great strategy.
I'm going to talk about thatsometime on another episode
where we've used that strategyto really, really launch some
new accounts that can beincredibly effective.
Beyond that, you can send peopleto your website, but your only
choice is to do it off of a postthat already exists and post
that we exist.
The images we use, the way wewrite them, may not necessarily

translate as well for an ad,okay.
So I would encourage you if youwant to get more ad visibility
through Instagram, you need toset yourself up with a Facebook
Ads account.
Same thing if you're runningads on Facebook Okay.
The one mistake I'll see newbiesto advertising make is they hit

that boost post button thatthey see next to their post
after it goes up, and that formof advertising is great to do.
Exactly, was it what it says?
It will boost your post, itwill get you more engagement, it
can get you in front of manyother people, but you again are
missing out on the other waysthat you could potentially run

your Facebook Ads to audiencesthat you're interested in
getting in front of.
So if we can get past that,then we move into your next
basic, which is making sure youhave a Facebook Business Suite
account set up.
That that has also recently hada name change, so you may see
it in your account when you login, going by Meta Business Suite

Here's the bottom line.
Okay, when you have those setup, I want you to go to Facebook
ads manager whenever you'regoing to launch an ad campaign.
Also, make this note adsmanager is not the same as ads
center, so make sure my littleshortcut, just so you know I go

to Facebook.
com/ ads manager.
Spell it out just like that nospaces, no dash is nothing in

com (04:43):
com/ ads manager, whenever I'mgoing to launch a new campaign
on Facebook or Instagram, andthat takes me where I need to be
to get started, and that isFacebook's full self service
That gives you all the bellsand the whistles when you get
into ad creation.
Okay, now again, if your goalis I just want to take like five

seconds to create an ad, stickwith, boost it, post Okay.
But if you want to get morebang for your buck out of your
ad campaigns, use Facebook AdsManager, okay.
So what else do we do fromthere?
All right, we get into thecampaign creation.
Now here's what I want to coverwith you.
There's two aspects of creatingyour ad campaigns and Facebook.

Aspect number one, thetechnical side.
Aspect number two the creativeside.
Okay, so there, the creativeside and the technical side
require pre work.
So at no point do we ever wantto go in creating a campaign
from scratch without havingresearched some technical

details or prepared ourselvesfrom a creative standpoint
before we get into that campaign.
So let's cover some of thetechnical aspects that need to
be done first.
Number one from a technicalstandpoint, you need to cover
some basics, like, before youget into campaign creation, you
need to have thought throughwhat's my ad budget going to be?

Some people say to me well,sonia, I don't know where what
my budget should be.
I don't even know what to start.
Okay now, if you're working ona marketing team and you're
working at a company, thenthat's an internal discussion.
You need to have what's ourbudget.
You need to have time toachieve with this campaign like.
You need to kind of figure thatout ahead of time.
If you are a really busyentrepreneur and you are

launching this on your own andyou're trying to figure out,
then same thing here you need tothink about how much am I
willing to spend?
And then you need to launchyour campaign and really pay
attention to what your cost perclick is, if you can do some
research ahead of time for yourindustry.
Do some research, do someGoogling and find out what the

average is.
A really great resource I'lldrop a link to is the mainstream
publishes annually benchmarksfor, I'd say, about 20 of the
major industries globally andthey give you some ideas on
about what the average cost perclick is.
You need to think about that.
Okay, now here's what I tellpeople I don't know where else

to start, particularly for thoseof you that are busy
entrepreneurs, then I would saystart yourself somewhere in $10
to $20 per day budget.
Okay, I think currently Googleor, excuse me, Facebook
recommends a $21 a day budget.
That's spending roughly $600bucks a month.
It's an okay place to start foryou to test your campaign and

for you to get a really clearidea of where you're going to
land cost per click, becausethat's really what you also want
to be paying attention to.
What is my cost per click?
And Then, over time, it's niceto get clicks, but you need to
know are those clicks leadingyou to getting conversions,
which could be sales, whichcould be people downloading

something that you're offering,which could be people requesting
a demo or filling out a contactform or joining your email list
You got to know what cost isassociated with that.
So that's eventually whatyou'll get to.
So figuring out your budgetit's going to be really
important and you need to knowthat before you even get into
setting up a campaign.
Okay, so we want to start there, and that's good for small

business owners.
If you are Again working on ateam within a larger
organization, then you may wantto start more around 50 or 100
dollars per day to give yourbrand a great chance of getting
good visibility.
Once you've established thebudget, you also need to be
thinking about who am Itargeting in this campaign?

Okay now, this is one of thereasons why I launched my ads
out of Facebook because of thetargeting features.
Now, if you're new toadvertising, then you don't.
You're not carrying some of thebaggage in history I carry.
We're back in the good old days, used to do all kinds of great
fun things with targeting, andit's a little bit more Limited
now, but it's still greatopportunities.

You target people in Facebookeither based on interest or
demographics, which could be.
Demographics could be thingslike their job title right,
they're their employer, whatcompany do they work for.
Interests could be things likeI'm interested in golf.
I'm interested in travel.
You need to really know whatthat looks like, based on having

done some research on yourbuyer personas and really
knowing what your targetaudience is interested in.
Okay, if you've done that wellenough in advance, then you're
gonna build out that target listin Facebook and Determine who
your ad is gonna get in front of.
Now, listen, there's somenuances here and this is why I
do those one-on-one VIP days,because there are some nuances

in terms of how you implementthe targeting.
But just giving you the processand the steps you want to make
sure you do that.
You also could build if you'veever heard these terms look
alike audiences, customaudiences.
Look alike audiences would besomething like I have a thousand
Facebook People alreadyfollowing my page.

I have a thousand people onInstagram following my page.
I want more people like them.
They and engage with me.
They convert, so you couldbuild a lookalike audience
around that.
There's a section in Facebookads manager that allows you to
create what are called lookalikeaudiences.
Okay, so that's gonna be inyour settings and on Instagram.
If you were running adsdirectly out of Instagram, you

can't do that, so that's why Idon't run those ads out of
I built my audiences up throughFacebook if I wanted to do a
custom audience.
That gives me the ability to doremarketing.
All right, if I already have areally good website and I've
been getting people convertingon my website, how do I get more
of that?
And so part of that also mightbe Remarketing to some of those

site visitors who abandonedtheir shopping carts or came and
browsed your site but theyweren't ready to contact you or
make an appointment or anythinglike that.
So custom audiences allow youto connect with website visitors
who have previously been onyour site.
If you're gonna use the customaudiences feature, you need to
do the pre-step there, which ismaking sure you set up your

Facebook Pixel before you dothat.
Okay, the Facebook Pixel linksFacebook Ads Manager to your
website so it can track yourprevious visitors and they
become eligible to see your ads.
So with targeting, we have justkind of the targeting you could
do by things like Demographics,interests and behaviors, as

well as custom audiences andlook-alike audiences, All right.
So that's part of yourtechnical setup.
And then the other final bigpiece with technical setup is
also making sure that you'vedone the research where your ad
will appear.
We call those placements.
All right, now Facebook isautomatically gonna set you up

so you can get placementseverywhere.
And what do I mean when we sayplacements?
Placements means if my ad'sgonna appear in Facebook.
There's so many places where itcould appear.
It could appear in the newsfeed.
It could appear if someone's ontheir desktop on the right hand
It could appear in Stories.

It could appear in Reels.
It could appear in FacebookMarketplace.
It could appear in someone'smessaging app.
So many places.
Same with Instagram.
There's multiple placesInstagram Reels, Instagram
Stories, Instagram newsf eed,Instagram profile feed,
Discovery section so many places.
And so when you go intoplacements, you can control

where your ads appear and youmight not want them to appear
You've gotta do what'sappropriate depending on the ad
that you set up.
So my biggest note from myplaybook is I always control my
placements, and if I have anaccount that's dominant on
Instagram and I don't have muchvisibility on Facebook, I can

also set up my placements toremove my ad from appearing on
Facebook at all and have all mybudget float toward appearing on
Instagram only, although I'msetting it up through Facebook
Ad Manager and I'm getting thebenefit of the additional
targeting options and otherthings I can do with the ad.

So those are gonna be the mostimportant things you need to
think about from a technicalsetup standpoint, all right,
final thing.
Final thing is going into yourcreative.
Okay, so we have the technicalside, then we have the creative
Now my pre-work on the creativeside involves either the
creation of video content,because you could do video ads

and even deciding is this avideo ad that needs to appear in
the news feed of like Facebook,where it's more horizontal, or
is it a video ad that's gonnaappear in Reels or maybe even
Stories, and if so, that's gonnaeven determine the length of
how long the video should be.
If it's a regular graphic orphoto ad, then I also need to be

thinking about the size of that, and that goes back to
If I'm gonna run a photo as myad, it needs to be eligible to
be resized from square toportrait style, to horizontal,
landscape style, and you can, asyou upload and create your ad,
you could put it in all thosedifferent ways, all right.

So those are different thingsyou can kind of toy around with
once you have thought throughwhat your creative is.
Your creative needs to beactionable, right.
If it's a video, there needs tobe a script written that gets
people to wanna take action orat least have an interest in
engaging with your brand, andyou need to think about tone.
Is this something fun?
Is it entertaining, is ithumorous, is it authoritative?

What kind of appeal am I goingto have?
Same thing, even with imagery.
If you're gonna do an imageinstead of a video, how does
that image come across and howmuch text am I using in that
And you could play around withthat.
Facebook's been a little bitmore lenient on allowing people
to show more text on their ads.
Play around with that, thoughI'd be careful.

I don't always run ads that aretext heavy.
Usually, making the image morevisual is more important than
having a lot of text, but youcan play with that feature and
figure out what works best foryou, okay, so those are your
The last thing you do whenyou're even in the creative
section of setting up the ad isagain just making sure you link
your pixel and making sure thatyou've linked your URL so that

if you have an ad that's gonnaclick over to your website.
You need to have a landing pagein place, not your homepage.
Okay, not your homepage.
Most homepages don't convertthat well, so in most cases you
need to take people to a landingpage on your website.
That's going to be somethingthat gives them the opportunity
to convert.

This looks different acrossindustries.
It just depends on your productor service.
But you really wanna make sureyou've coordinated with your web
developer, your IT team, tohave a landing page that can
actually convert.
All right, so in 16 minutes,I've given you kind of the
basics on launching a Facebookor Instagram ad campaign and

some of the secrets that I usewhen I'm setting it up.
Now, if you want moreinformation, there's two ways
I'll work with clients.
Sometimes I'll just set up aone-on-one, one-hour session, so
that's option one.
We'll put the link in thecomments.
Or your other option is to setup a full-out, one-on-one VIP
That's a full day, that's morethan an hour.
That's us spending about six orseven hours together really

digging into the full creationof your ad campaign and helping
you with launch and thenfollowing up a few weeks later
to make sure your campaigns arerunning smoothly.
So either way you cut it, youcould do that or take it.
Take what I've taught you today.
Go do your own research, figureout how to set up your
campaigns effectively, or do itand then come back and set up a
one-on-one one hour so I canhelp you optimize those

But yes, it's a great time ayear to get started on your
Facebook and Instagram ads.
Just know what's the objectiveof my campaign, what am I trying
to get out of it, where am Isending people, where's that ad
gonna run and who am I targeting.
That's the most important stuffyou wanna remember.
All right, so that's it fortoday's episode 10 Minute

Tune in next time.
I've got some more guestinterviews lined up where we'll
dig into the backend of moreentrepreneurs' businesses and
secrets of how they are usingonline marketing to grow their
See you next time.
I'll see you then.
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