Facebook Ads for Beginners: Grow Your Audience | Laurie Wang | Skillshare

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Facebook Ads for Beginners: Grow Your Audience

teacher avatar Laurie Wang, Digital Marketer and Creator

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

    • 1.



    • 2.

      Welcome to the Facebook Training!


    • 3.

      How This Course is Structured


    • 4.

      Why You Need to Use Facebook Ads


    • 5.

      Facebook Ad Terminology You Need to Know


    • 6.

      A First Look at the Facebook Ads Platform


    • 7.

      Different Types of Facebook Ads


    • 8.

      Facebook Ads Structure


    • 9.

      Choosing Your First Ad Campaign


    • 10.

      Identify Your Target Audience


    • 11.

      Setting Up Your Budget


    • 12.

      Design Your Facebook Ad


    • 13.

      Your Facebook Ad Copy


    • 14.

      Optimise Your Facebook Ad


    • 15.

      Conclusion and Congrats!


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About This Class

Hi everyone! Welcome to Facebook Ads for Beginners: Grow Your Audience. I'm a social media and digital marketing strategist, and I have managed many online advertising campaigns to help significantly grow all types of brands and businesses with social media marketing. In this course, I want show you how to do the same for your business and brand with Facebook advertising.

When you sign up and take my course, we’ll take a look at how to create a highly effective Facebook ad campaign and start your marketing journey on Facebook. I’ll be there to walk you through step by step and provide you with valuable insights to take away. We’ll also review the basics of the advertisement, how they work and how you should organise them to enhance your Facebook ad’s maximum performance.

This is a great foundation course to help you setup your Facebook ads for success and ensure that you make every marketing dollars count. Who is this course for? Small business owners, bloggers, creatives, startups and new graduates who are new to Facebook advertising for the first time and would like a quick and easy course to get you set up for success without any technical jargons.

Let's do this!

Meet Your Teacher

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Laurie Wang

Digital Marketer and Creator


Hi, my name is Laurie Wang. I'm a digital marketing consultant, trainer, YouTube content creator, Skillshare instructor, and public speaker living in London, United Kingdom. As you can tell I wear many hats!

Through my digital marketing & social media training company & Instagram, I help to inspire more experiences in people's lives from new perspectives, opening their eyes to the wonder and vastness of what is possible. My work has appeared in Elite Daily, Metro London, Fast Company, and Women 2.0.

I also set up my digital marketing consultancy training and helping small businesses grow online after a successful career at Ogilvy & Mather, one of the largest digital advertising agency in the world. Previously, I have worked with b... See full profile

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1. Introduction: Hi, everyone. I'm Laurie. And welcome to how the story of marketing campaign on Facebook. I'm a social media and digital marketing strategist and have managed many only advertising campaigns to help significantly grow old types of brands and businesses with social media marketing. In this course, I want to show you how to do the same for your business and brand with Facebook advertising . Now, when you signed take my course, we'll take a look at how to create a highly effective Facebook ad campaign and start your marking journey on Facebook. I'll be there to walk you through step by step and provides it with valuable insights to take away will to review the basics of the advertising platform, how they work and how we should organize them to enhance your face with ads. Maximum performance. This is a great foundation course to help you set up your face, but ask for success and to ensure that you make every marking dollars counts. So who is this course for small business owners, bloggers, creatives, startups on new graduates who are need to face the advertising for the first time? I would like a quick and easy course to get you set up for success without any technical jargon. I hope this union said the course 2. Welcome to the Facebook Training!: everyone. I'm Laurie Wang and welcome to how to start a marketing campaign on Facebook. I'm a social media and digital marketing strategist, and I managed many online advertising campaigns to help significantly grow all types of brands and businesses with social media marketing. Now, in this course, I want to show you how to do the same for your business and brand with Facebook advertising . I made this course very easy to go through and in short pieces. So try to get all this useful foundation knowledge as soon as possible when you sign up for the course while this is fresh and updated with the newest features. Also, if you're interested in blogging, you can check out my beginner blogger course on skill share profile. This the first of a few Siris of digital marketing and social media corps. Siri's by me. So make sure to follow me for future course updates as they become life just quickly pop over to my profile on skill share and hit follow is that simple? And lastly, he confined me on various social meaning that works in my favor. One. The moment is Instagram, which, of course, is part of Facebook as well. No, um, at Lori Wang underscore. Now let's dive into how the started marketing campaign on Facebook 3. How This Course is Structured: So just to give you guys a heads up, I have separated this course into four key parts. This first part is the overview, which will take a look at why we need to advertise on Facebook on the importance of setting up your ads here for success the type of amazing reach you can get if you do it correctly. The second part is how Facebook at Work's and by understanding the technical side, the platform, you have a much more deep understanding how to use it correctly. The third part is creating your first Facebook ad, where I will take you step by step through to help you create the first ad. And the very last part of this course is to track and improve the performance of your Facebook ad to make sure that you can. The chief success on marketing your business in the long term 4. Why You Need to Use Facebook Ads: the overview. Let's take a look at a list of Facebook statistics that proves just how essential Facebook ISS to have as an online presence today just to give you guys a scale off the power off the Facebook platform. Now, as of January 2017 there are over 1.13 billion daily active users, and each user's spends over 50 minutes on Facebook. Although organically, the reach on Facebook has been in decline for the last few years on has almost hit zero. But if you want to break through now, Facebook is probably all but paid to play kind of place to be I. What I mean by that is, if it's done correctly with the amazing targeting options offered by the Facebook at product, you can create some amazing results, and these numbers will continue to grow. So it's never too late to get started on Facebook ads did. Charlie option within Facebook ads is really incredible, and businesses contort git users by location, demographics, age, gender interests, behavior and so much more. On with any type of digital advertising, the more relevant you can make your ass to them, the better performance your odds will receive, and that is the beauty off. Facebook advertising location is one the most basic level. The options to target users on Facebook. With this, you can identify the cities that you want to be in the country's on even the local neighborhoods. Next, we have demographics. Here. You can choose the audience for your ads based on criteria such as age, gender or education. And now we look through the other options, such as age, gender interests. So here on interest. This is where it gets really interesting. Um, because with interest targeting, you can reach people based on their interests, hobbies and pages that, like on Facebook. And there are other options as well in Facebook, targeting such people who have been early adopters of certain type of technology, or maybe their app developers who you may want to target them to actually try some your services on options like purchasing behaviors. But these are not ask really defined, so I want to just let you know to make sure to take care when using them as you're targeting option to make sure you're using the most of what you can do with your marketing dollars 5. Facebook Ad Terminology You Need to Know: There's so many terminologies that you would need to understand when you're first starting to advertise online, especially on Facebook, and these terminologies you will need to know so you can measure your success. I've created a list of terms that you need to know for Facebook advertising in this section , so get yourself familiar with them on. We can talk about it in more detail later on when I explain about optimizing and improving your Facebook at performance once his life. So here clicks is a total number of clicks on your ad. When you see that Facebook, as they do reporting for your ad at the end of your campaign, you have to see how many clicks happened during the time you advertise on Facebook on your ad. Next, we have the click through rate. This is a number of clicks received, divided a number of impressions for the at now. Impression just means how many times people I've seen your ad and the number of clicks that you seen earlier in the previous slide is used to derive this click through rate an impression impressions anytime the ad appeared on the screen but does not guarantee that someone definitely saw it. Keep that mind. CPM CPM means cost per 1000 impressions. So that's the average cost per 1000 views of your ad. This is the cost per click, also known as CPC and C average cost when the person earned two acts with you add next we have the frequency. Frequency just means the average number amount of times that someone has been shown your ad . 6. A First Look at the Facebook Ads Platform: Let's move on to Section two, where we will go through the Facebook asked manager, step by step. So for those who have never advertised on Facebook before, don't worry. I will guy you through each step. Now we're going to jump into Facebook's interface on how you can go around a dummy Facebook advertising account. So you're familiar with how to navigate around it and sub your first advertising campaign on the Facebook on your browser. Go into facebook dot com slash adds slash manager. See you in a bit. All right, so now were in facebook dot com slash as slash manager. Just to remind you what you might see in your interface might be slightly different, depending on what time you're watching this course. So Facebook likes to change things up quite frequently within their interface. But rest assured that all the functionalities are exactly the same in different parts. It just had the layouts might be slightly different. So in my account I created a dummy account here to show you guys, as unfortunately, a lot of my client information are confidential. So this dummy account is really just a showcase. You guys, how to use interface and to get you familiar with using them. So here you can see my count name? I named it just for demonstration Zig LW test And up here, I blurted out, but this is essentially your Facebook I d your Facebook ads minder, I d for this account. And as you can see here, we have an overview account tap a campaign's tab, an access tab on the ads tap. So I will be going over more in detail, which what each of these actually do and how to actually structuring campaign so you can actually track it for success in the long term. But before we get started, I want to remind you guys to actually get you payment details set up in Facebook. So that way you can kick start your ads without any issues in the technicality side. So they said your payment details up go into ask manager, go to billing and payment methods on here. You can add you pay method by clicking this green button. And as you can see, there are different choices of how you want to do your payment. So the 1st 1 would be to use your credit and debit card, and you could also use paper towels, while as another option, as was online banking on. If you have a Facebook coupon, that's great as well. The other thing I want to remind you guys to do is to make sure that put in your account spending limit here. And the reason for that is because sometimes we all miss make mistakes right, and you end up actually accidentally lets a fat finger on something and end of spending a lot more than you should in this case, that account spending limit. Ah, Lee's help to protect you from that, to have a mistake so you could call set account spending limit. And you can put in a non arbitrary amount that you believe is affordable to lose just in case or release you on the limit yourself step top level. So in this case with demonstrations, say, let's say, £200 from my side set limit. And as you can see now, my account is limit off £200 in terms account spending. Great. That's it for now, and I'll see you guys back in here in just a bit 7. Different Types of Facebook Ads: Now let's take a look at the most popular types of Facebook ads available. These are such a diverse selection to choose from. I definitely recommend that you take a look and get familiar with the different types of ads and their formats. Remember that Facebook makes slight changes to these ads from time to time. So your ad may look different than the examples I'm showing you. So. One thing I want to mention is that before you start any Facebook as creation, I just want to let you know that you will need to have a Facebook business page to create this. The users on Facebook will see what the ads came from your Facebook business page rather than your personal profile. So if you haven't done so yet, go to Facebook and create your first business page. Now the first type of ads will go through is the page post engagement. This is a post you create on behalf of your Facebook page. It looks just like a regular status update, but with it you can include an image, a link, a video or just text page, post drive awareness and engagement off your message. Then we have. The page likes ad When people like your page, you'll show in their list of likes, and their friends may also see that they've liked you through a story in the news feed. The people who like your page will also see your most engaging content. Next, There is an option to promote a video in your ad so you can tell a story using a video in your add to the people who you want to advertise to. Then we have the lead generation ad now would lead, Generation adds. You can add a form to your ad to collect information from people who may be interested in your business. Then we have thief Facebook offer claims. Add these ads were you share posts about special discount or promotion? An offer post. It's really special, because when it shows to people in their news feed, it has a get offer button that encourage people to claim it. Next. There's also the APP install and engagement at so you, you this up add to dry people directly to your mobile, up for installs or re engagement. And as you can see here, this ad appears a bit smaller. But So this one thing to think about when you're actually creating this happen, add in terms of how much copy on what the creative you be using in this case. Now I have a question for you. So, basically at types, are we just going over? Which at type will you choose for your campaign, Especially when you have a much better idea off which ad type will work best for your advertising campaigns on Facebook? 8. Facebook Ads Structure: when you're advertising on Facebook, it's important to understand how to organize your ads correctly so you contract their performance. This is key. Before you jump into setting any of your ads, Facebook organizes average Heismans into three levels. Campaigns, God sets and then the ads. At the very bottom level, this structure makes it easy for you. Organize, optimize Andi. Measure the performance of your ads. You'll see this a later stage within the ass manager. When I take you in for a quick tour another, you're clear on a structure. Let's start bring storming of some different campaigns, Ott says, and adds that you can create for your next advertising campaign. Remember the previous section where went through each different ad campaigns with different goals for your face of marketing. So now think about which Facebook ad campaign is right for your business. And let's go inside the Facebook advertising interface to start our first ad by setting up the campaign 9. Choosing Your First Ad Campaign: So now we're back into interface. We're gonna learn how to choose the type of ad that we like to start with our Facebook campaign. So in your tubs, you're gonna go into Ukraine at on here. You choose your marketing objective based on what do you want to drive your audience to do so in this case, just for demonstration purposes, I'm gonna go for lead generation to help you get leasing customers on Facebook. So here in the campaign name, I would start with just for naming conventions usually start off with the page name that you're using, Andi followed by What is that you're promoting, Or perhaps where you drive your audience to is off to you on that one and lost Lee the objective or type of promotion that you're doing. So in this case, just for demonstration purposes, I will name it out w page, and then we will be landing page because I'm driving them to landing page and then Lee Generation, which is theocracy, a promotion that you doing quick, continue. And here for demonstration purposes, I've used a demo account or a page called What we ate And then if you scroll down. Here's where it gets interesting and this is where we'll be creating a target audience based on who you're. You're likely to be marking, too, and we'll go through that the next section. 10. Identify Your Target Audience: right now in the as manager tool, I'll begin targeting are intended audience. Remember to launch the ads. Great tool You can select create ads from the drop down on the left hand corner off your Facebook ad manager like I showed you earlier. So for the sake of this Addis demonstration, I'll be setting up the objective off lead generation to the website or to a landing page. There is a list of targeting options under audience. Andi here were presented with location, demographics, age, gender and interests. Now, one thing to think about before we get started is this little meter right here on the right hand side, the screen this meter will show us our potential. Reach off the ad and how specific or broad are targeting is now. We can see here that an arrow is pointing towards the right hand of the meter on the description says that all audience selection is fairly brought. So this social shows the potential reach off about 14 million people, which is really, really brought here. And you don't want that when you send your ad and we're going to how to make this more specific as you create your own ads, this meat, there will be a great guy for you. So it's currently set to United Kingdom, based off where my account is located, As you see here, our human getting a little bit more specific, especially when we're talking about an ad campaign like this one that focus on website clicks and Lee generation. So it's here that we can include a country, a state city or even a zip code. It's really that specific. Andi here. Facebook has gone ahead on selected all of the UK for me. So I want to remove that. I could hover over and select this X right here and now that's removed. So for this ad, I want to use London for my location. So go ahead and type London here and there's a drop down menu here, and I want to go for the city. Give that moment to lose. So is he here? I've typed in London, and it's automatically selected London plus 25 miles radius off London itself as the location, as indicated by this plus 25 mile option just next door London here, as are displayed to the people who are most likely to be interested in your product or service will most likely perform better. So instead of creating just one ad with with multiple locations, it's better to build and at set their more specific to your location. And this way you can customize your add to the aliens were trying to reach right. So next in the intersection, we could now type in different type of targeting based on demographics, behaviors and interests. So here, as a mentioned previously, there's so money, a raise of targeting options available. So you really need to know about you. Target volumes very well. And now is a good time to go back to the target audience persona for your own business or whichever target aliens that you created before for your business on to use those to create your own audience and Facebook. So remember that this part is crucial to success of your ad. So to make the most of the advertising spend, start with an audience that matches your ideal user. Go ahead and create an add on. Start targeting the audience you wish to get out in front off 11. Setting Up Your Budget: So in this section, you be setting your budget here under the budget and schedule headline right here at this point going to begin to understand what your goals are. So in this case, if you're looking to spend for clicks or for impressions, so down here from this menu, we can choose either to optimize your ads being delivered for leads or for link clicks. The lease option basically means that Facebook will delivery us to the right people to help you get the most leads. Below is cost. Now on the link, click side Facebook with delivery ATS the right people and help you get the most link clicks from you. Add to a destination on the overall Facebook at the lowest cost, So this would be great if you're driving them to a landing page or you're looking to drive as much traffic as possible. However, in this case, because I'm using add to Dr Leeds and two basic collect leads all Facebook. I will use this option and bidding amount. I would choose automatic because as a beginner is much easier to control for you, and you let Facebook said the bid that help you get the most results at the best price, and down here you'll get charged on impressions. Now, remember that I mentioned earlier Charging on impressions is basically the average price you pay per 1000 impression off your ad. So this will be bid on the CPM basis, as I mentioned earlier in the Terminal technology section, and you want to be running ads all the time, which is absolutely fine Delivery tie. Believe that a standard. So I want to let you know that will start with the automatic bidding, as we see of here. So and then when the campaign is live, you can then tweak the prices to be higher or lower, depending on how your adis performing. 12. Design Your Facebook Ad: Now we're gonna be doing your at creative. Remember, your photos on your ads will be competing with pictures of friends and families. The people's news feeds. So it's in a very competitive place, right? Focus on the things about your business that makes it really stand out. So bright colors, interesting perspectives, all sort of things that you can think about that makes your business special. And try to pick an image that will grab your audience attention as they scroll through Facebook. So if you don't have an image yet for your ad, don't worry. Stock images are another great way to add an interesting visual to your ad. You can simply search for some great images within the search bar, so let's take a look at interface here. I'm going to select a single image, and remember, you can create up to six ads with one image for no extra charge. Here we go. Screw Odell, Andi. You can choose to either use your only image, which I have one here, or you can take the out and try to use the stock images as well. So here we have the image library and Facebook done amazing things where they provided you with free stock image to actually use. But not every stock image complies with the Facebook policy to make sure that ever read the advertising policy here before you select an image. So we're in the image selection library, and I'm just quickly scrolling through to see anyone here that stands out to me. That looks quite natural. Um, also very well used as the advertising feature. So I'm gonna go with this one. Actually, this was great. I remember you can choose up to six images down here on to test them against each other to see which image does best. Um, in this case, I'll go with one, just to four demonstration purposes in this video. So down here, you see how facebook heads on the mock up off what you're either will look like in the desktop feet on if you choose. Here he goes to see what looks like in the mobile as well. In the next section will go through how to create the ad copy, which is basically the writing here that you will need to do for your face, but at 13. Your Facebook Ad Copy: So now we're gonna be looking at your ad copy for your Facebook ads. You don't have to be a copywriter to write effective ads for Facebook posts. And with a few simple tips, you can actually make your attacks more effective on consistent your ads on. Most importantly, at least do some smell checking. Thou really help in the long term? Um, so first off, we have the headline right here. Since this is a web link, our headline will actually appear below the image. So you can see that the headlines indicated Here, let me types me for you to demonstrate. Headline the update as you see here, below the image. I have the headline, which is your key headline Copy that you would need to put in. And this is what catches your customers attention after the image on what makes him really want learn more. So it could be the title of the page they're visiting. Or it could be a short, clickable call to action like down low. Not now. Um, call us now or perhaps sign up now something that will make them take action and to really take your time to craft something very meaningful to them, and I want to let you know that this is currently limited to 25 characters for the headline . Still, make sure it's short and punchy, and next we'll look at the tax section, which is just down here. So the taxi unto here will appear in the top of the advertisement just between the photo and the logo here. And this is the part where you can use to create the main content for your at. Technically, this is your sales pitch is what you want to communicate to your customers or to your prospects. So let's say I'm going type in something just, for example, to show you where it will be. And now it's updating as you can see the text appearing up here. So perfect. There we go. You see, it appears in the preview on the right hand side, right? In fact, technically, this would be finished. However, you have one more thing that I would say to finish down here, and that will be the son of button. So here you can choose to either apply now, download, get quote, learn more, sign up, subscribe. There's several different actions that you can choose from, and it's really up to you in terms of what you're using. This leads at four and upon them, where your business is actually going, doing great and then down here. You can also add in your newsfeed link description, so here will create some more colors and perhaps a more call to action. Explanation of your headline for your perspective customers. So you can see down here. Facebook created a sample version. Create an account or loving to Facebook. Connect with friends, family and other people you know, share photos and videos, send messages and get updates, and then the button is sign up. So they consigned him now and for you. Carefully think about what type of description congee give to your news feeling and nothing really help to promote that son that rate even higher. And there's one more thing. Just that just when you thought actually, everything's finished, right? Um, just let you know that actually, Facebook has events so much in terms of what they contract for your ads. Now you can see every single action that your perspective customers will be taking ah, long side in that journey. Once a quick on your ad. So I would like to introduce you to the Facebook pixel. No, the face of pixels is basically a piece of code that you can install your website that will help to track who came to your website from the ad that you placed on Facebook on also allow you to actually retarget them later on as well. So for those who visited, you can always follow up with another ad saying with an offer or something that my entice him to come back and finish your purchase, for instance. So it's very easy, actually face and made it very, very simple. And you can actually go straight toothy guy down here. Once you're in the interfaces clique, learn more on. They will tell you everything to do to install that piece of code onto your website. The only thing I advise is that if you're not very technical savvy, perhaps you can ask the Web developer they use previously for your website to put that code on your website. Otherwise, you don't be pulling to wrong section and not tracking it correctly, and then it will lead to more problems down long term. Great says everything going to do now on all of seeing the next section when you're actually managing your ad placements 14. Optimise Your Facebook Ad: after your Facebook at his life, you will need to monitor and track your Facebook ads to carefully monitor those marking dollars you spend the on this. It's in this section. We're going to make your ad perform on Facebook and track them as well. First, we're gonna look at relevancy. Now that you have created a great first Facebook ad, let's take a look at a few ways to improve the performance of the ad. Over time, let's first look at relevancy where this is looking to see if your ads are still relevant to your current target audience. Think about it. Do the interest use up? Still makes sense for them still, or would they need refining? How about your demographics? Review Demographics Yoon To reach to people who are likely to be interested now. This might mean adjusting the age range or maybe focusing on a specific gender, male or female that makes more sons or maybe tweak the interests and behaviours that you have set previously for your audience targeting. Next, we're gonna look at the landing pages, so if the adis performing well for you and that's a great thing, by the way and you're not really seeing some central results. After people that click through your ad, I would start looking at your landing page So your landing page is the U. R L you sending people to and after the closing your Facebook ad? Is this a pay to the land on easy to navigate and also easy to use and relevant to them? If not or is not really performing that? Whether you want to, perhaps, is very worthwhile to spend some time and resource is in creating a custom landing page for your ad. Lastly, don't rush on trying to get results straight away. I will lease give Facebook a few weeks to test out your ad. So sesame budgets aside for this and just be patient and learn from how they're performing over time. As they always say, the best way to learn is to get started right, and I really hope that you have a great time learning this and catch up soon on future courses on other events, options in face with marketing and also in digital marketing 15. Conclusion and Congrats!: All right, congratulations on finishing this course. I'll be sharing more Facebook on other digital marketing and social media tips through my upcoming courses, so make sure to follow my skill shared channel and profile for future updates. If you have any questions, please don't hesitate to drop me notes in the discussion section for this course. Or you can also find me on Instagram at At Lori Wang Underscore. So see you guys in the upcoming courses soon. Thanks, guys.