Learn how to set up your very first Facebook Ad Campaign with this step-by-step guide. Want more Facebook Ads training? MAIA Foundations is now open. Reserve your seat.
By: Cris Rodriguez, MAIA Digital Marketing Specialist
In the past 6 months, my Team and I at Grow Pro Agency have spent over $100,000 on Martial Arts Facebook Ads.
Dropping a six figure ad spend comes with a lot of responsibility, as well as a lot of data.
There are some nights that I even dream about Facebook ads, which just goes to show exactly how much time I’ve actually spent inside of the Facebook Ads Manager.
Pretty exciting dreams, I know.
I’ve also been teaching Martial Arts School Owners how to run Facebook Ads themselves, and we have had over 150 School Owners graduate from my 8 Week Marketing Mastermind Course.
So what does all of this have to do with this article?
Well, I’ve had a ton of experience running Facebook Ads as well as teaching them, and I wanted to show you what I have found to be the easiest Facebook Ad campaign for school owners to set up.
Inside of the Facebook Ads Manager (which you can access at https://www.facebook.com/ads/manager), when you create a new Ad Campaign, there are 11 different Campaign Objectives for you to choose from.
And I must say, when I audit Martial Arts School Owners Facebook Ad Accounts, most of them are making a HUGE mistake right from the start: choosing the wrong objective for the goal they wish to obtain.
Out of the 11 Campaign Objectives, the main ones I suggest you focus on (and I’m suggesting this not because I think they work - but because I know they work specifically for MARTIAL ARTS SCHOOLS):
• Traffic - Best for sending top of funnel traffic to your website landing page
• Video Views - Best when running top of funnel content via video
• Lead Generation - Best used when you want to generate a stand-alone lead and don’t need to send people to a thank you/offer page immediately after opt-in.
• Engagement - Best used for building social proof on a post ID or for comment to message.
• Conversions - Best used when you want a person to take a certain action on your site (ie: opt in or purchase)
The Objective that we are going to be focusing on today (which is the easiest in my opinion to set up) is the Lead Generation Objective.
The Lead Generation Objective is best used when you want to generate a stand-alone lead and don’t need to send people to a thank you page or offer page immediately after opt in.
Sending people to a thank you page or offer page immediately after opt in would require you to create landing pages (which is why this is the easiest campaign to set up - because you don’t need them in order to obtain the lead).
So what exactly are Facebook Lead Generation Ads?!
They are simply Ads that have an embedded form.
And what does this look like to the end user?
As they are scrolling on their news feed, they see your thumb-stopping ad and upon tapping it, a form will pop up that is already pre-populated with their Facebook contact information (pretty convenient, aye?).
With a few more taps, they get the information they want, and you generate a qualified lead for your business (or did you?! Keep on reading…)
There are a lot of pros to running Lead Form Ads:
• You don’t need a website
• Auto-Fill makes it super user friendly
• Facebook Users don’t even need to leave Facebook
But there is 1 major con (which we will take a deep dive into later on).
But before we go step-by-step into setting one of these bad boys up, I think it’s important to make sure that you understand the 3 Levels of the Facebook Ads Manager.
Level 1 is the Campaign Objective. This is where you pick your Marketing Objective (in today’s example, we are choosing Lead Generation).
Level 2 is the Ad Set. This is where you pick WHO you want to show your Ads to, WHERE you want those people to see your Ads, and HOW you want to Optimize.
Level 3 is the Ad itself. This is where we will be creating the “creative” -the Image or Video, Ad Copy, Headline, Description, and Call to Action.
And since we are choosing the Lead Generation Objective, this is where we will create our Lead Ad Form as well.
So let’s get to business - let’s jump into how to create a Lead Generation Campaign in 6 Easy Steps!
(Note: Want to learn more about setting up Facebook Ads? Enrollment for the next session of MAIA Foundations is now open. Reserve your seat now.)
Side Note: Facebook has already announced that they are moving to Campaign Budget Optimization (better known as CBO). This means that you will eventually HAVE to set your Budget at the Campaign Level - so you might as well get used to using it now. Choose an amount that fits with your budget (I recommend starting with a minimum of $15-$20 per day….MINIMUM.)
Please remember Facebook is a pay to play platform - or like I prefer to call it: an invest for success platform.
Once you’ve chosen the Lead Generation Objective and your Budget, you will need to access Facebook's Lead Ad Terms and select your business page that you want to use for this Campaign.
Next, you will need to pick WHO you want to show your ads to (by defining your audience), WHERE you want people to see your ads (by choosing your placements), and HOW you want to Optimize (such as scheduling the ad).
Once you’ve completed this, it’s time to create the actual ad!
Facebook will ask you how you would like to format your lead ad (single image, video, slideshow, or carousel). They all have their strengths, but you’ll need to format depending on what type of creatives you have access to.
Once you’ve chosen your Format, you can now design the Ad.
You will need to create a Headline, Description, Call to Action, as well as Text Copy.
And since we are choosing the Lead Generation Objective, this is where we will finally create our Lead Ad Form as well.
First choose your Form Type. My recommendation is to choose the Higher Intent Form. This will add a review step that gives people a chance to confirm their info. We don’t just want any old lead - we want quality leads.
Next, and this is optional, but I recommend it, is to create an Intro. You’ll need to put in a Headline (whatever you are offering in exchange for their Contact Information would go here). In the Layout section, you should list out the benefits of whatever it is you are offering.
Questions is a very important section. This is where you will choose what type of information you are asking for.
My definition of a LEAD is when we obtain the name, e-mail, and phone number of someone who has shown interest in or has the potential to show interest in training in the martial arts.
The more questions you ask, the more qualified the lead will become. But also know, that the more information you request, the less likely some people will be to fill it out and the higher the cost per results might be.
The Review Screen is pretty self explanatory, but the reason why we are using it is to help qualify the lead more.
Lastly, the Thank You Screen gives you a great opportunity to send your brand new lead to your website (which in turn is a great way to build brand awareness and your know, like and trust factor. You could also put a call to action to call your business to!
As a bonus tip, I’d like to mention the Settings category that many people miss out on. Here you can actually set up your Lead Form to be shared. My recommendation is to put the setting on open so that potential prospects can share the form with their friends and families. It’s basically a built in referral program!
So now that we’ve gone through the 6 steps to setting up your Lead Generation Objective, let’s talk a little bit about customer friction. Customer friction is defined as:
"Anything that impedes your customer from moving through the marketing and sales funnels to buy your goods or services”.
Adding a little bit of customer friction, or we could call them barriers, between the user and the opt in can actually be a good thing.
Why would we want to do this?
Because without having some type of barrier we are putting ourselves at risk to attract more low quality leads.
And I don’t know about you - but I don’t need more LEADS in my Academy…I need more pairs of feet walking through my doors!
This is pretty much my only major gripe about Facebook Lead Generation Ads is that Facebook Users don’t need to leave Facebook.
Which means I have little opportunity to truly qualify the lead or build my like-ability.
The fact that their information auto-fills into the form can also allow for incorrect phone numbers, e-mail addresses, and names to populate.
Even with these cons, they are still well worth your time, energy, and investment.
So your Facebook Ads have been launched, now what?!
You will be able to access your brand new leads form the Publishing Tools section of your Facebook Business Page.
Just simply click on the Lead Forms Tabs and download your leads.
Remember, getting a lead is just the start.
Now it’s time to follow up with an e-mail nurture sequence, text messages, and phone calls so we can take this prospect from the Consideration Stage to the Purchase Stage by first booking the appointment.
All topics that sound great for future blog posts…right?! ;)
(P.S. - Want to learn more about setting up Facebook Ads? Sign up for the next session of MAIA Foundations. Enrollment is now open. Reserve your seat today.)
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