The document provides guidance on building an effective Facebook advertising campaign for small businesses. It discusses identifying the right audience through interests, locations, demographics, behaviors, or website/email lists. It also covers setting campaign objectives, designing ads with compelling images, headlines and copy, and organizing campaigns into testable ad sets. The goal is to leverage Facebook's targeting tools and advertising platform to drive traffic, leads and sales for small businesses.

1. Facebook
Advertising Guide
For Small Business
Owners
How To Build A Facebook Advertising
Campaign That Converts

2. What You Will Learn In This Guide
Audience Building
Three ways to create an
audience that would have
an interest, use or need for
the products or services
your company provides.
How to leverage the marketing machine that is Facebook to grow your small business through effectively executing
the following steps:
Ad Targeting
How to specifically target
that audience with your
Facebook Advertising
campaign in a cost-
effective way.
Ad Objectives
The Facebook
advertising objectives
that would best fit the
goals of your campaign.
Building an Ad
A step-by-step process
for building an ad in
Facebook’s Ads
Manager.
Secrets to Success
Tips on how to select
the best audience,
image, headlines,
copy, and effectively
manage the execution
of your campaign from
social media experts
who have achieved
unrivaled success!

3. Building an Audience Based on
Interests, Location, Demographics and
Behaviors
Facebook Ads can be targeted to users by interests along with gender, geography, hobbies,
age, homeowner status, pet owner, and many other characteristics or behaviors.
If you understand what your customers are interested in and how they behave, you can
figure out how to find them on Facebook!

4. Step-by-step process for building a Facebook Ad
based on Interests, Location, Demographics and
Behavior
Company Specific InterestsGeneral Category Interests
You can select general categories your
customers are likely to have identified on
Facebook as an interest.
You can also select an audience based on
people who are interested in one or more of
your competitors.

5. How To Include Location and Demographics
in your Facebook Ad Audience
You can target people who live in a specific area
who are interested in the category or competitor
you selected previously.
You can then include layers like “Men” between
“21-45” who own a “Home.” Many other
demographics are also available on the dropdown
menu shown above.
Location Demographics

6. HOW TO INCLUDE BEHAVIORS IN YOUR
FACEBOOK AD AUDIENCE
Along with Interests and Demographics, Behaviors can
be also included when building your Facebook Ad
Audience through the highlighted field above.
Examples of Behaviors include Automotive, B2B,
Charitable Donations, and more.
Behaviors

7. Building an Audience Based
on Your Customer Email
List
Your inactive customer email list can be a gold mine. Bring
them back to life by loading that email list into Facebook’s
Power Editor and target ads at Facebook users who have
done business with you before.
Generate repeat business by letting your past customers
know about future offers!

8. Step-by-step process for Building a Facebook
Ad based on Your Customer Email List (Part
1)
Step-by-step:
1. Go to Power Editor
2. Click on “Audiences”
3. Click on “Create Audience”
4. Select “Customer List”
5. Select “Upload File”

9. Step-by-step process for Building a Facebook Ad
based on Your Customer Email List (Part 2)
Select Emails on Dropdown Upload File, Click Create Audience

10. How To Create a Lookalike Audience
from Your Custom Email List
Custom Audiences include only the email addresses or profiles uploaded into the Power Editor. A
Lookalike file uses those profiles to create a larger audience of people with similar FB profiles.
Lookalike Audiences are a way to reach new people who are likely to be interested in your business
because they're similar or “look like” customers you care about based on their Facebook activity.
Once the Custom Audience is loaded per the previous slide, type that Audience name to “Create
Lookalike” field and then click the Green “Create Audience” button.

11. Building an Audience Based on
Your Website Visitors
Build an evergreen Facebook audience of website visitors who will be targeted through
remarketing display ads via Facebook after they visit your website.
This is a great opportunity to give website visitors a reason to come back to your site and
learn about the new products and services!

12. Step-by-step process for Building a Facebook Ad
based on Your Website Visitors (Part 1)
Create a Facebook pixel and add
that pixel’s html code to your
website.
Create Ads through the
Facebook Ads Manager that will
be served to people who visit
your website.
Bring website visitors back to
your site for future purchases
and engagements by clicking
through your Facebook Ad.
1. How To Create A Facebook Pixel

13. Step-by-step process for Building a Facebook Ad
based on Your Website Visitors (Part 2)
Audience history: By default, your
Custom Audience tracks for up to
30 days. You can change the
setting to up to 180 days.
Audience size: Your audience will
be empty when you first create it,
but will increase as more people
visit your website.
2. How To Create A Custom Audience

14. How To Create a Lookalike Audience from
Your Website Visitors or Custom Audience
Lookalike Audiences are a way to reach
new people who are likely to be interested
in your business because they're similar or
“look like” customers you care about
based on their Facebook activity.
By typing the name of your Custom
Website Audience populated by people
who visited your website, you can then
make an audience of people who “look
like” your website visitors.

15. Secrets to Success:
How To Identify The Audience That Works Best For Your Business
What is the best way for your business to build a Facebook Advertising audience to converts? Ask these
five questions to get started:
Q : Do you have a website for your small business?
A: Implement the remarketing pixel and begin to build a Facebook audience of people who have visited your website.
Q : Do you have a customer email list?
A: Upload that list into Facebook’s Power Editor to create a custom and lookalike audience.
Q : What are your customers interested in and who are your primary competitors?
A: Identify competitors that can be selected to create an interest-based audience.
Q : Do you have a brick and mortar business?
A: Target customers within a 20 mile radius of your business.

16. Building Your Facebook Ads: Identifying
Campaign Objectives (Part 1)
Ask the following questions to identify the objective
that works best for your campaign:
Q: Do you want to promote a piece of content?
A. Select “Boost your posts”
Q: Do you want more Facebook Likes for your
business page?
A: Select “Promote your Page”
Q: Do you want to increase website traffic?
A: Select “Send people to your website”
Q: Do you want more sales leads or online
conversions?
A: Select “Increase conversions on your website”
The following objective options are available in
during the Ad building process:

17. Building Your Facebook Ad: Audience, Characteristics,
Daily Budget (Part 2)
Select the Audience to target with your
Facebook Ads campaign
Select Locations, Age Range, Gender, Language,
Demographics, Interests, Behaviors, Categories
and Connections. Note: You do not need to fill in
every field.
Determine how much you want to spend on a
daily or lifetime budget for your Ad.
This is the first screen you will see when building a Facebook Ad after choosing your
objective. You can begin driving significant traffic for as little as $10 per day.

18. Building Your Facebook Ad: Imagery, Headlines,
Copy (Part 3)
Select an image for your Facebook Ad
(recommended specs are 1200 x 628). You can
also select and upload a short video.
You can select (1) image for a one image ad, or (5)
images for a carousel.
The fill in your Headline, Text and select a Call To
Action from the dropdown menu.
Select Ad placements, which include Desktop
News Feed, Mobile News Feed, Desktop Right
Column or Instagram.
As you scroll down, you will see prompts for adding imagery, writing a headline, copy, selecting a CTA, and
identifying placements…

19. Secrets To Success
How To Select The Best Imagery for Your
Facebook Ad
Show people who are using your product in your Facebook Ad imagery.
Make sure your image doesn’t have 20% or more of its pixels dedicated to text, per Facebook's Advertising
Policies, by using the grid tool to check your photos.
Focus your message by cropping tightly around the important part of the image.
Make sure the images you use are high resolution!
Your image should reflect your brand's personality.
Keep it simple. If you drove past the image at 60 mph, would you understand it?
Show the benefit that people get from your product, not just a photo of the product.

20. Secrets To Success:
Tips on Creating Headlines that Convert for your Facebook Ad
Keep it simple.
Calls to action work best, tell the user exactly
what you want them to do.
Focus on the benefits of your product rather the
features.
Ask a question!

21. Secrets To Success:
Tips on Creating Ad Copy that Converts for your Facebook Ad
Keep your text shorter than 90 characters to prevent it from being cut off on devices with smaller screens.
Match your message with the audience you're targeting.
If you're trying to reach two different groups of people, try creating two different ads and using different
images or text for each group to customize your message.
Use the text area to hook the viewer with a question, call to action or a statement.

22. Secrets To Success:
Four Characteristics of a Facebook Ad Design That Works
Four Characteristics of a Facebook
Ad That Works:
1. It's visual
2. It's relevant
3. It includes an enticing value prop
4. It has a clear call-to-action

23. Organize and Optimize Campaigns, Ad Sets and
Ads on Facebook
Campaigns correspond to each of your advertising
objectives, like building brand awareness or driving
web traffic.
Each campaign can feature multiple ad sets, each of
which has its own budget and schedule.
Within each ad set, you can have multiple ads, each of
which can feature different images, links, video or text.
Image Via Facebook.com

24. Secrets To Success:
Organize and Optimize Campaigns, Ad Sets and Ads on Facebook
Begin by launching one Campaign, with one Ad Set and three Ads with slight design
variations targeting the same audience.
Test the Headline, Copy or Imagery with each of the three ads in your ad set by keeping
the other two aspects of each ad constant.
Allow Facebook’s Algorithm to serve the Ad within each Ad Set most likely to convert.
Understand which differentiators make your ad successful and carry that strategy
forward into your next campaign.