Facebook Ads E-Book Guide

BZ Acquisitions
Written by: Boyuan Zhao
Any questions reach me at
boyuan@bz-acquisitions.com
Complete Guide
to Facebook Ads

Contents
What is Facebook Ads? And how to get started?
5 Common Mistakes for Beginners
Basics to Facebook Pixel and Product Catalog
Targeting, Retargeting, Lookalike Audiences
How to Achieve Operational Supremacy
Budget Management 101
Skip this if you already know
a bit more than the average
person about FB ads

digital marketer & founder
BOYUAN ZHAO
WHO AM I?GEN Z ENTREPRENEUR
My family immigrated to the UK when I was 7, not knowing a word of
English (despite it being true, no one wants a sob story, here's the meat
of this e-book)...
I entered the digital marketing industry after learning more about
various channels of marketing whilst working as an account manager
and then a sales director. It made me extremely interested in branding
and what it takes to create a desirable brand.
Eventually, I decided to niche down into Facebook Ads and that was
when BZ Acquisitions was born.
Any questions email me

Facebook
Ads, what &
how?
WHATISAFACEBOOKADAND
HOWCANIGETINONIT?

What is Facebook Ads?
BZAqcquisitions
FACEBOOK ADS
You know those annoyingly specific ads, that show up on your Instagram
and Facebook feed showing you products that you literally was looking at a
second ago?
The answer is Facebook Ads!
Through AI and their own internal algorithms Facebook meticulously tracks
your digital footprint and is paid to serve ads that you are most likely to
engage and purchase from. And if you know just how much data they
collect on you, you'd sue.
So what's in it for you?
Well through FB ads you can reach potential customers like you've NEVER
been able to before for a very underpriced amount. In other words,
Facebook can put your business in front of qualified eager to buy prospects
at an extremely low cost.

How to get started?
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THE HOW?
Well first you'll need a Facebook Business Manager Account, you can register for one here:
https://business.facebook.com/
This allows you to manage and oversee all of your ad campaigns. It's much better than doing
it through Facebook's personal one as there are so many more features. You can also connect
your Instagram account to run ads on that, Instagram ads are extremely high converting also.
If this is a fresh business manager account you'll need to create an ad account, link your
Facebook pages etc.
Once you have set up your billing, connected the relevant pages and account you'll be ready
to create your first ads. Beware though, there is a whole list no nos when it comes to
advertising on the platform i.e. ads promoting smoking etc. to see a comprehensive list click
link below:
https://www.facebook.com/policies/ads/

5 Common Mistakes
WHEN IT COMES TO RUNNING ADS
Confused by the last page? Shoot me
an email boyuan@bz-acquisitions.com

'Facebook Pixel' and
'Product Catalog'
SO I MENTIONED...
What are they?
Why should I care?
You should care because this is
where the lowest cost per
acquisitions reside ;)

FACEBOOK PIXEL
It is a short piece of code embeded onto the 'header tracking', it easily integrates with most popular e-com
hosting platforms (Shopify, BigCommerce, SquareSpace etc.).
It essentially tracks the activity of website visitors and catagorises it for you so that you can remarket your
products to them accordingly. Yes, this means if they add something to cart it will trigger the 'Add to Cart'
pixel and from there you can serve them your cart recovery ads.
e.g. Person A adds Product X to cart but does not checkout. Later you serve them an ad, reminding them to
check out now and give them a 10% discount as an extra incentive.
(Pro Tip, free shipping works even better)
PRODUCT CATALOG
Slightly trickier to create, but essentially you would go onto the Catalog section and create a new catalog.
You'll then add the products in, can do this mannually or automate it. Once you do this, link it to a data
source i.e. a Facebook Pixel.
Once that's done you're ready to create your first DPA. CONGRATULATIONS

Targeting &
Lookalikes
A COMPLEX SUBJECT... SIMPLFIED
Current
Mailing List
Lookalike
Still have no clue what a pixel or
catalog is? Send me an email

TARGETING (COLD)
So before I get into targeting, first of all what is it?
Targeting is the demographic that we want to show our ads to, and there are crazy ways to reach the
specific demographic you want to reach. You can target by interest, gender, age, geography, occupation,
even their purchasing behaviour and life events (e.g. recently married).
Now you know what targeting is let's talk about Cold Targeting, this is essentially targeting audiences that
are not currently aware of your brand. There's two ways to go about this interest based targeting or
lookalikes. I'll talk on the latter later. With interest based targeting you're targeting based on personas that
you create around your "ideal customer", what does he/ she like? What do they do for a living? How old are
they? What competitor companies are they buying from? Of course you'll likely have many personas, which
is why it is crucial you test every single one.
LOOKALIKES
You might be wondering what is lookalike audiences, well Facebook through machine learning are able to
identify common denominators within a given set of data. Meaning they can find the commonalities
between people/ profiles, how you as a company can take advantage of this is, if you have 500+ emails of
existing customers you can upload that to Facebook and let their algorithms find the common traits
amongst your customers and serve you ads exclusively to people that are very similar to your customers. An
EXTREMELY effective way to get easy sales.

Retargeting
EXPLAINED... IN SIMPLER TERMS
Not gonna lie, retargeting is quite complex and
deserves a whole ebook dedicated to it.
Keeping the explanation brief here.
If you want to learn more, you know the drill:

WHAT IS 'RETARGETING'
Retargeting put simply is serving ads to people who have previously engaged with your brand/ are aware of
it. From earlier in the book you would have known how to create, install and connect a pixel and product
catalog, the reason why I told you to do that is for the purpose of retargeting.
Through custom events recorded by your pixel you're able to target warm and hot audiences (aka your
middle and bottom of funnel). What I mean by this is someone who for example added an item to cart but
didn't complete the transaction is much more likely to buy than someone who's never heard of your brand
before. Statistically, 68% of carts are abandoned for E-com so in theory if you just half that number you'll
double your sales right?
THE HOW
Now you must be curious on how to actually do that, it's the 'add to cart pixel' this is a pixel that fires when
someone adds items to cart but doesn't check out. If you just quickly Google why people abandon their
carts, one of the BIGGEST culprits is delivery charges, so why not just run and ad back to them offering
them free delivery if they checkout within the next 30 minutes?
Other cart recovery offers that work will are the discount codes, but in my experience the free delivery
works the best!

Achieving
Operational
Supremacy
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THREE WAYS TO OPERATE
Do it yourself as the business owner (I would recommend this if your store is doing less than $300k in
annual revenue).
Pro: cheapest way as you save on labour costs. It's an excuse to learn a high income skill.
Con: running Facebook ads could consume up to 60 hours a month and it's a steep learning curve.
Most likely, you'll waste a few thousand in ad spend in order to learn the craft.
Take it in-house, have a dedicated team monitoring and running ads 24/7 (I would recommend this for
businesses doing multi 8 figures, with a team of 50+ people and a dedicated marketing team).
Pro: dedicated team to constantly monitor and improve ads.
Con: difficult to manage a team, if you don't know how Facebook ads work yourself. Adds complexity
to your business. Running ads takes at most 60 hours a month but you'll be paying a team full time.
Outsource it to an agency... like me!
Pro: done for you service, you just need to supply us with media and we take care of the rest. Plus you
won't have the headache of more employees.
Con: to be honest there is non, unless you're a start up or so large that it makes more sense to take it
in-house.
With Facebook Advertising there are three ways to go about it.
1.
a.
b.
2.
a.
b.
3.
a.
b.
Interested in outsourcing it?
Email me: boyuan@bz-acquisitions.com
Let's talk

ORGANISATION IS
Once you've decided the way in which you're going to operate your Facebook ads, unless you're outsourcing
it, you're in charge of ensuring everything is organised to insure the least amount of cogs in your operational
conveyor belt as any cogs will decrease the efficiency and potentially affect your ROAS.
What I mean by this is you'll need to build out the systems and processes required to streamline everything.
One of the BIGGEST things you can enforce straight away is a naming standard for ads, name every
campaign, ad set and ad following the same formula. This will ensure that there is no confusion between
team members and yourself. Utilising something like naming conventions will really help you keep track of
everything especially when your pass the $5kish mark in ad spend.
Facebook recently introduced a feature called 'Name Templates' it's designed to automate naming ads, you
can find it on your business manager>settings>name template. It's being tested on certain accounts so
don't be alarm if you don't have access yet.
CENTRALISING COMMUNICATION
Communication is key when it comes to ads, if you have an in-house team running ads it is CRUCIAL that
you keep all communication in one centralised channel, for us we use exclusively use Slack for all client and
team communications. Centralising communications will ensure all messages, documents and media is
kept in one searchable location... Thank me later.

Basic guide on how to set and
manage your ad budget
Budget
Management
101

HOW TO SET YOUR BUDGET
What your overall marketing budget?
Is your pixel seasoned (aka do you need to heavily invest in cold campaigns)?
How many orders can you handle on a monthly basis?
What is the expected CPA (cost per acquisition)?
What is your CLV (customer lifetime value)?
What is the conversion rate of your website?
Some variables to consider:
As much as I'd like to be able to give a straightforward answer to this there is none, it really does just
depend entirely on you and the current situation of your business. How we work with our clients are, we
would give a recommendation for an ad spend amount and they get the final say on what they want to give
us to manage.
MONTHLY/ DAILY/ PER CAMPAIGN/ PER AD SET
Now that you've set your monthly budget it's time to set your daily and your ad set budgets. Daily budget is
literally just Monthly Budget/ 30. With that number you'll then decide how many ad sets you want to test/
can test. As per ad set we never use anything less than $10 per day but you can get away with $5 if you
really wanted.

BZAcquisitions
CBO (CAMPAIGN BUDGET OPTIMSATION) VS ABO (AD SET
BUDGET OPTIMISATION)
This is where it's going to get a bit more technical. Stay with me, if you have any questions send me an
email: boyuan@bz-acquisitions.com
What are they?
Essentially, it's how you allocate your budget to your ads, CBO is Facebook's algorithm of automatically
assigning diffent budgets to the highest performing ad sets within a given campaign, where as ABO is
where you mannually set the budget for each ad set. Both has it's own use cases.
When to use CBO?
From experience CBO is best applied to campaigns with winning ad sets, as then it will determine the
bestest winners amongst this pool of ad sets and dynamically manage the budget accordingly, theses
decisions are often made very quickly by the CBO algorithm making it incredbily efficient.
When to use ABO?
CBO's sounds pretty good right? Well, there are actually instances where doing everything mannually is
better. The biggest applications of ABO is for when you're testing the ad sets, you want to see if they're
winners or not so you don't want Facebook to prematurely reduce the budget on those, so it's best to
set it mannually.

BZAcquisitions
SCALING YOUR CAMPAIGNS FOR MAXIMUM RESULT
Audience size
Ad frequency
What is the current budget?
How does the CPA fair?
Scaling is another more complex topic, again any questions email me: boyuan@bz-acquisitions.com
You've found your 'winners', CONGRATS , so now it's time to up the budget and see your merchant
account soar right? WRONG!
Scaling isn't just simply increasing the budget and expecting your sales to rocket, again there are many
variables that it depends on here are some:
PRO TIP: never increase the budget for the existing ad, ALWAYS duplicate it in the winning campaign
with the new budget. As Facebook's Ad algorithm is AI based so there's no guarantee that it will be a
hitter with the higher budget, so don't fix something that's not broken.
Vertical and Horizontal Scaling
Vertical scaling is where you just increase the budget for that ad set, this is the way to do it first until you
reach the limit. Then you want to scale horizontally, which is changing the creatives and playing around
with the copy but for the same winning audiences.

"If you've read this far... THANK
YOU! I hope it's opened your eyes
a bit more to the potential of
Facebook Advertising. If you've
got any questions send me an
email, I'm here to help!"
~Boyuan
Founder of BZ Acquisitions
p.s. incase you still don't know
Final Words:
BZAcquisitions

Facebook Ads E-Book Guide

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