The capacity to learn is a gift …The ability to learn is a skill … The willingness to learn is a choice.
Facebook - Establishing Your Page
The Facebook Business Journey
This module of the training will guide you through the steps for advertising safely and successfully on Facebook. Read through this page to understand the steps, then download your own Facebook Road Map Tracking Sheet found at the bottom.
It is important to build trust with Facebook itself as a new advertiser on the platform. This requires time and consistency. Never skip steps, and make sure to complete each step for a minimum of two weeks. If you are experiencing results with a particular campaign, you can remain at that step for a long as you wish.
Make sure you read and understand Facebook’s policies prior to advertising.
Click here for Facebook Advertising Policies:
https://www.facebook.com/policies/ads/
These are the steps that you will be learning about and implementing in the next modules.
Be sure to post 3 times per day. Invite your personal connections to Like or Follow your page. This shows Facebook that your page offers value, and also that your friends and colleagues like and support the page.
Step Two – Minimum 2 weeks Engagement Campaign – Likes or Existing Post:
This shows Facebook that strangers, or people unrelated to you on Facebook, are also interested in your page. Be sure to continue posting 3 times per day. Engage people on your page; ask them to like/follow you.
Step Three – Minimum 2 weeks Messages Campaign:
This ensures Facebook that your new and growing audience sees value on your page and that the page creates a “positive user experience” therefore making them comfortable to engage with you. Be sure to continue posting 3 times per day. Engage people on your page; ask them to like/follow you.
Step Four – Minimum 2 weeks Lead Generation Ad:
This shows Facebook that the platform users are now comfortable with your page and are willing to share some private information such as their name and email address. Continue posting, between 1-3 times per day. Continue to engage people on your page and ask them to like/follow you.
If done correctly, these steps have built trust on the platform, both with the users and with Facebook itself. You are now well established, and it is safe to begin testing Conversion Ads.
Step Five – Conversion Ad:
We suggest following the 8 week (2 month) gradual advertising activities described above before testing Conversion Ads. Always continue posting and inviting new followers.
Note: When making a Conversion Ad, always aim for a “Positive User Experience”:
• Do not spam or mislead the audience.
• Keep ads authentic and positive.
• Follow all Facebook Policies carefully.
• Follow the pointers in our training site. Before launching your ad, review your text (ad copy) by referring to the list of words and phrases to avoid (This is found in our training site. It is updated often, so refer to this list every time you’re planning an ad).
If you encounter ad disapprovals, go back to the Engagement Campaigns to increase the page activity and platform trust, and continue to grow from there.
Please follow these steps carefully. Watch videos multiple times if necessary, to fully understand the objective. Also, visit the tips on staying safe every time you build a new campaign. These tips are updated frequently.
Facebook Page
Cover Picture: text no more than 15 words, to the point, include website, photo of you, clear background.
Profile Picture: picture of YOU. Professional picture, look to the camera, smile, clear background.
Personal Brand: decide what your message is, what do you represent and how you will show it on your content.
Pinned Post: a must. Tell your story, introduce your why. Explain what you do and how you can help others.
Weekly Post Themes: pick 8 to 10 themes you will be posting every week. Your post should fall into one of these themes. Show your message with these categories.
Go Lives: decide which kind of Go Lives you will be posting every week. (professional, personal, add value, etc.). Add a description before you go live.
Stories: shown for 24 hrs. Use them to show the behind the scenes of your post. Validate your post showing more info on the story. Make it fun (add music, stickers, etc.).
Offer Value: Do not try to sell your business in every post. Let your post and story talk by itself, no need to mention "thank you to my online business I can..." in every post.
Setting up Your Business Manager and
Ad Account - only AFTER 2 Weeks
REMINDER!
What did you name your Facebook Business Page and website? Consider choosing a business manager name that is the same or similar. At some point, you may be asked to provide authenitcation or identification to advertisers. Keeping things named the same or similar will make things easier for you later.
NOTE: If you have Business Suite, your screen may look slightly different than the one above, and in other videos that you will come across in the next few tabs.
Please watch the overview video below and refer back to it as needed throughout your advertising on Facebook training.
Staying Safe While Advertising on
Facebook
Always Avoid These Words When Building Ads on Facebook:
• FREE (change to ‘Complimentary’)
• No-cost and/or 0 cost, Zero cost
• Shocking, Crazy, Struggling, Stealth, Secret
• Quit job, Fire boss, Get rid of your job, Job, 9to5
• Work from home
• Online business (change to ‘successful business’ or ‘digital business’)
• Opportunity
• Prosperity
• Freedom
• Retirement (change to ‘Golden years’)
• Sick and Tired, Stress, Anxiety, Struggle
• Facebook, Google, Yahoo or any other online brand (change word to ‘Timeline’, ‘Newsfeed’, ‘Social media’)
• Warning
• 90% done system, 90 percent automated, (change to ‘Most of the heavy lifting done for you’)
• Do not mention any specific health conditions such as cancer, etc.
• You, Your (limit to 1 and change to I, we, us)
• Click
• Like (being looked at as click bait)
• Step by step (instead use ‘’user friendly’’ or ‘’excellent thorough training’’)
• CEO, Manager, Online Business Owner
• Networking Business
• RAT RACE
• Works while you sleep , works while sleep
• No experience necessary/needed (instead ‘’we teach people from all industries’’ or ‘’folks from various industries are learning’’)
• No bugging family and friends
• system provided that works 24/7
• Do not use any Hashtags #
Tips to Avoid Having Your Account Disabled
Facebook does not like posts asking for Shares, Comments, and Likes. They do not want you to ask a question when doing your "Likes Campaign". They prefer statements and never to call people out with a question (try to avoid it).
Try to avoid using a credit card previously connected to a disabled ad account.
For new ad accounts, don’t create too many ads in your first campaign. Start with a low number of split test variations and slowly increase the number of ads you create.
Drastically changing your advertising habits from a couple ads per week to hundreds per day can be flagged by Facebook.
Make sure the name and billing zip code on your credit card matches the name and billing/company info you provided to Facebook.
Keep your credit card valid with available credit.
Exclude These Targets
Let’s secure ourselves from false Facebook reports made by competitors and save our ad budget by excluding the following ad targets:
Enagic (Behavior)
Enagic (Workplace)
GAZ (The Ace initiative)
***Consider excluding people who have already liked/engaged with your page, so that you can save ad budget for new potential leads***
You can enable this setting when creating an ad located in Audience > Connections > Add a connection type > Exclude people who engaged with your Page.
Download Ads Manager Mobile App
It is a good idea to download the Ads Manager app on our mobile device, in order to have access to your Business Ad activities, even from your phone.
Create, edit and get insights from ads across the entire Facebook family of apps, including Facebook, Instagram, Messenger, WhatsApp and more.
● View detailed real-time insights from all your campaigns
● Turn campaigns on and off
● Get quick alerts to know what’s happening with all your ads
● Compare campaigns and ad sets using a side-by-side view
● Switch between Pages and ad accounts
Finding the Correct Ad Account for Your Ads
There are many ways to get into your Facebook business manager, ads manager, and ad accounts. It is important that you stay aware of which account you are in when you begin to advertise. Please watch the video below in full.
If you have any questions about which account you should be using be sure to reach out to your mentor PRIOR to starting a campaign.
Weeks 3 and 4 - Engagement Campaign - Likes or Page Post
The “Best Practice” for earning trust as a business on Facebook is with gradual advertising activity.
Follow these steps for advertising safely and successfully on Facebook:
• 2 weeks: Pre-Advertising Stage – Posting 3 times Per Day
• 2 weeks: Engagement Campaign – Likes or Existing Post – YOU ARE HERE
• 2 weeks: Messages Campaign
• 2 weeks: Lead Generation Ad
• Conversion Ad – We suggest that only after this 8 week (2 month) period and gradual advertising activity, then test a Conversion Ad.
This is not an Ad. This is a Campaign designed to increase your page audience with people who have similar interests as you, people who could be potential prospects for your business.
Note: Before submitting your Engagement Campaign to Facebook for approval, always make sure to refer to the list of words to avoid – it is updated frequently. To comply with Facebook policies and to reduce the risk of disapprovals, make sure that all text and videos do not contain these words. Even spoken videos are screened for flagged words, so do not say any of the words in a video. Find the list in the Training Site Tab – Facebook Advertising > Staying Safe While Advertising on Facebook.
Before Running Your First Engagement Campaign you MUST have the page running for a minimum of 2 week – with 3 posts per day BEFORE going forward with this step.
Your Engagement Campaign should run for a MINIMUM of 2 weeks. At the same time, make sure to continue posting on your page 3 times per day.
Once your ad has been running for 7 days you may find a “Learning Limited” warning in your ads manager. This warning will appear if your ad has not had 50 conversions within 7 days. You are not required to make any changes but may choose to pause and edit the ad, decrease the audience size, or increase the budget. Once you reach 50 conversions in a 7 day period the warning will disappear.
*** IMPORTANT ***
DO NOT add your story biography in the About Section of your page yet. DO NOT have your landing page link on your page yet. These two things will be added to your page at a later step when your page has been seasoned.
When you run your first Engagement Campaign, Facebook looks over your whole page – if it looks “spammy” or like it’s promoting a MLM or anything “vague”, then your first Engagement Campaign, will likely be denied.
Facebook does not like posts asking for Shares, Comments, and Likes. They do not want you to ask a question when doing your first Engagement Campaign. They prefer statements and never to call people out with a question (try to avoid it).
Create Your Campaign
In this step of establishing a positive relationship with Facebook as an advertiser, there are two choices. The purpose is to create natural engagement or conversation with the Facebook audience through a paid ad campaign. This campaign also invites more people to Like and Follow our
Facebook wants to see that your new and growing audience sees value on your page and that the page creates a “positive user experience” therefore they are comfortable to engage with you.
Make notes.
Decide which format you would like to use for your engagement ad.
Have fun creating!
Engagement Campaign - Page Likes
Engagement Campaign - Existing Page Post
How to Invite People to Like Page
NOTE: Dropping a link in a Flock chat with an unrelated purpose is grounds for immediate removal from that chat.
Optional Warm Market Soft Launch
This involves posting on your personal page and/or inviting your friends to like your business page so that they can see your posts there.
This is an optional strategy for newbies to get some momentum quickly – as well as for those of you who have “been in the closet” to share your business.
Attracting Your Warm Market
Weeks 5 and 6 - Messages Campaign
*** IMPORTANT ***
Message Ads are not permitted in Europe. If you live in Europe or are targeting Europe, please extend your Existing Post Campaign by 2 weeks and then move ahead to the next tab.
The “Best Practice” for earning trust as a business on Facebook is with gradual advertising activity.
Follow these steps for advertising safely and successfully on Facebook:
• 2 weeks: Pre-Advertising Stage – Posting 3 times Per Day
• 2 weeks: Engagement Campaign – Likes or Existing Post
• 2 weeks: Messages Campaign – YOU ARE HERE
• 2 weeks: Lead Generation Ad
• Conversion Ad – We suggest that only after this 8 week (2 month) period and gradual advertising activity, then test a Conversion Ad.
Note: Before submitting an ad to Facebook for approval, always make sure to refer to the list of words to avoid – it is updated frequently. To comply with Facebook policies and to reduce the risk of disapprovals, make sure that all text and videos do not contain these words. Even spoken videos are screened for flagged words, so do not say any of the words in a video. Find the list in the Training Site Tab – Facebook Advertising > Staying Safe While Advertising on Facebook.
*** IMPORTANT ***
DO NOT add your story biography in the About Section of your page yet. DO NOT have your landing page link on your page yet.
These two things will be added to your page at a later step when your page has been seasoned. Facebook is still monitoring the page as it is quite new. If it looks “spammy” or like it’s promoting a MLM or anything “vague”, then your Messages Ad will likely be denied.
Facebook does not like posts asking for Shares, Comments, and Likes. They do not want you to ask a question. They prefer statements and never to call people out with a question (try to avoid it).
How to Invite People to Like Page
NOTE: Dropping a link in a Flock chat with an unrelated purpose is grounds for immediate removal from that chat.
Getting More Ad Accounts
Once you’ve started advertising, get in the habit of checking weekly to see if you can create more ad accounts for yourself. This way if an account ever gets shut down you’ll have a backup!
