IC Member Partner Facebook Marketing

Congratulations! You’re ready to establish yourself as a business person and an advertiser on the Facebook Platform. In the next few weeks, this training will guide you through the steps. It’s important to follow the steps and guidance very carefully for best results.

The “Best Practice” for earning trust as a business on Facebook is with gradual activity in very specific steps. Ongoing and authentic activity on Facebook is important for the platform to see that you are a real person who is going to provide value on the platform.

Note: Do NOT put anything in the “About” section. Do not mention business in any way at this stage. This will be introduced at the appropriate time in the training.

Facebook Meta’s Objective: A Positive User Experience

How and What to Post on Your Facebook Meta Business Page

The first thing to do is to make posts on your Meta page 3 times daily. Continue posting often on your page for 2 months consecutively, even as you move forward through the training.

Content Creation Tips and Ideas

For the first 2 weeks, you are NOT posting about business. You are introducing yourself as a real person that others can relate to. This step is designed to establish your page and your brand.

Remember, you are using attraction marketing. Posting about topics that your potential leads will enjoy, will encourage them to follow you or connect with you in future. It is important to first share about yourself, your interests, your life goals and dreams, your WHY as was explained in the Introduction section of this training. If you don’t remember the WHY video, it is a good idea to go back and watch it again. This is the foundation of Attraction Marketing.

• Make posts that will relate to people like you

• Let them see who you are and what’s important in your life

• Be authentic

• Create curiosity

• Keep your content positive always

• Use bright and colorful pictures

• Avoid the use of motivational quotes as much as possible

• During the first two weeks, do not mention business

• Refer back to the intro video “Facebook Audience and Page Posts” if you need a reminder

• Be sure to limit sharing links that take people off the Facebook platform – i.e. YouTube videos, news articles, etc.

You are now beginning to build a business relationship with Facebook. Below is a list of words that, in our experience, are frowned upon. We will recommend reviewing this list frequently throughout this training to support you in creating Facebook-compliant content and ads.

Important Note:

There are certain topics and business practices that Facebook does not allow on their platform. These are outlined in the “General Policies for Pages, Groups, and Events” which is updated from time to time.

Some examples of topics to avoid include weapons, gambling, adult content, dating, alcohol, tobacco, impersonation, vaccine discouragement, controversial and religious matters, cryptocurrency, multi-level marketing, and more. These apply to page posts and ads alike. Ads especially, must never contain comments or terminology concerning race, ethnicity, religion, politics, sexual orientation, or profanity.

Be sure to consult the link below for a full list. Never make posts or ads with prohibited content. https://www.facebook.com/policies/ads/prohibited_content/

Setup for Advertising with Meta

A. Setting up a Business Manager and Ad Account

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.

B. 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

Stay connected with your campaigns, no matter where you are.

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

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

C. Verifying Your Domain

Facebook requires advertisers to verify ownership of their website. This is called Domain Verification and it is done by adding a Meta-Tag Code to the DNS settings on your website.

NOTE: ALWAYS be sure to select the correct business manager you want to be working in.

If you are not particularly tech savvy or are uncertain in your skill level please verify the steps with your mentor prior to proceeding. If you make a mistake while in your DNS settings it could potentially cause a disconnect of your domain from your funnel, and you would then need to work with GoDaddy to correct the error.

NOTE: If you do not see the green verification button at the bottom of the page, please resize your page.

Staying Safe While Advertising on
Facebook Meta

This portion of the training will guide you through the steps and processes for advertising safely and successfully on Facebook Meta. 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.

As you progress through this course, and begin to advertise it is important to continue posting on your page daily.

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
• 2 weeks: Lead Generation Campaign
• Conversion Ad (Optional) – We suggest that only after this 8 week (2 month) period and gradual advertising activity, then test a Conversion Ad. If you’re seeing success with Messages or Lead Campaigns, you may wish to continue with those formats instead.

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.

Download Your Facebook Road Map Here

Avoid These Words When Creating Ads

• Money, Wealth, Cash, Income, Financial, Finance, Rich, Dollars, Paycheck, Paycheque, Pay check
• FREE (change to ‘Complimentary’)
• Free travel
• Travel for free
• Get paid to travel
• Make money while travelling
• Make money while on vacation
• Earn income while travelling
• Earn income while on vacation
• 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.
• NEVER use money bag emojis, dollar sign emojis etc. I would not use any emojis at all
• 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’’)
• The best part is, it can be managed from anywhere in the world on a laptop/cell phone and wifi connection
• 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.

Make sure you read and understand Facebook’s policies prior to advertising

Click here for Facebook Advertising Policies:
https://www.facebook.com/policies/ads/

Planning Your Ad Structure for
Success

• The most popular headlines are 5 words long

• The most popular text copies are 14 words long

• Link description are 18 words long

• People want more and they want it now! The most popular words on the internet are: Instantly, Now, Up, More, Because, You, Free, & Find. Creating a message that provides VALUE will attract and engage your potential prospects. More money, more happiness, more joy, more experiences, more freedom, more choices, more bliss, more status, more admiration, more chances, more hope, more dreams…These are some of the things people are seeking and there are so many ways to relate to these desires in your ad. Drawing from your own experience is most effective.

• Leverage the power of storytelling to keep your audience engaged. Create an open loop by telling a story where the reader or viewer will naturally want to seek out some sort of conclusion. When performed correctly, the urge to close the loop will cause them to continue reading or listening to your message, and hopefully they will have an AHA MOMENT which will lead to the next step in your funnel.

• Display a sense of authority and credibility without boasting or displaying arrogance. People should feel like they NEED your service, but they should also feel like they WANT to work with you! Even online, you’ll develop connections, so be GENUINE and AUTHENTIC to attract the right people.

• The start of the ad must GRAB ATTENTION! Sentences should always start with a SUBJECT or a POWERFUL VERB. Make it something different. You can use colour, scenery, humour, insight, infrastructure, even a costume while driving. Anything! If you want extraordinary results, you can’t just be ordinary.

• Provide SOCIAL PROOF to build credibility. Eg. “A community that went from a handful to thousands in under a year”, “A product that made millions its first…”, etc., etc., etc.

• Your call to action and each subsequent micro commitment should feel as though it’s the natural next step. (Don’t just surprise someone with your link or the buy-now page). Put extra care into your transitions as you release information and move them on to the next step in the funnel process.

• Lead your audience with micro-commitments. It’s easier to get a few SMALL YES out of someone over 1 big yes.

• Never click bait. Everything should be fairly congruent and relevant, from headline to video, to text, to targeting, to your lander. The more aligned these are, the clearer your message will be, more trust will be gained, and results will increase.
Remember these key elements:
· The only link you should ever share with anyone is the link to your lander. That allows them to register for our webinar, to watch a replay, and to get more information on our opportunity.

· Never mention the Dream Team in your ads or on your page. You are branding yourself, not a community.

Remember these key elements:

· The only link you should ever share with anyone is the link to your lander. That allows them to register for our webinar, to watch a replay, and to get more information on our opportunity.

· Never mention the Dream Team in your ads or on your page. You are branding yourself, not a community.

Watch this video to see how to these methods can impact your ad message:

Your number one goal is to inspire people to register on your landing page (the web page that we have made for you), so that they can learn how we can help them. All the details are on the following page.

Creating Catchy Headlines

The most popular headlines are 5 words long.

Social media platforms like “How-To” Headline Formats. Do not feel limited to this style of headline, however. Many other formats work well also. Use your imagination and your own style to best engage with your unique audience, and to create intrigue.

Note: Always refer to the list of “words to avoid in your ads”

Some guidelines for writing a How-To headline:

• First, identify the specific things that your audience would like to change or improve in their life (“Desire”).

• Then, identify the specific things that your audience is struggling with, or something they would like to change or improve in their life (“Struggle/Pain Point”).

Some examples of headline formats using:

• How to “Insert Your Audience’s Desire”
• How to “Insert Your Audience’s Desire” and “Insert a Second Desire”
• How to “Insert Your Audience’s Desire” Without “Insert Your Audience’s Struggle”
• Highlight a problem and the solution that you can offer

Some examples of catchy headline ideas:

• Start and Grow Your Own Laptop Business Today
• How to Build a Business Fast
• Do Not Try and Sell Anything Online Until You Watch This
• How I Created a Profitable Side Hustle in 7 Days
• Life is Expensive!
• 3 Secrets of Affiliate Marketing
• Learn how to build a successful web-based business from real people who have done it.
• People Are Going Nuts Over This Advertising Workshop
• How I Built A Biz Online + Am Living My Dreams
• Learn How We Became Entrepreneurs
• This Is How I Started Social Media Marketing

Understanding Ad Budget

How Ad Budget and Audience Targeting Work Together

Increasing Page Followers and
Engagement

After 2 weeks of posting 3 times per day, and growing an organic audience, you’re now ready to attract and invite more people from the platform to follow your page by running a paid Engagement Campaign.

The purpose is to create natural engagement or conversation with the general Facebook audience through a paid ad campaign. 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.

Continue to post on your page 3 times per day. Be sure to apply the knowledge you’ve gained about attraction marketing, branding, and Facebook Meta’s policies for business.

Facebook Meta Engagement Campaign (run this for 2 weeks):

In this step of establishing a positive relationship with Facebook as an advertiser, there are two choices.

1. Using an Existing post from your page. Choose one that has had many comments and reactions.

2. Seeking additional Page Followers or Page Likes

Watch both videos.
Make notes.
Decide which format you would like to use for your engagement campaign.
Have fun creating!

Engagement Campaign – Page Follows/Likes

*** IMPORTANT NOTES***

· 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 is more established.

· 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).

Prepare your Facebook Meta Page for
Ads

A. Set up a Call-to-Action Button and Auto-Responses

Call-to-action button:

This function on your Facebook page is used as a way for people to organically take a desired action once they are on your business page. The option you decide to use will depend on your stage in business and or your comfort level interacting with potential leads/buyers.

We do not recommend adding a button to your page before 8 weeks of consistent page and advertising activity, as laid out in the training prior to this tab.

Auto responder:

This is an optional feature that we can use to ensure we are engaging potential leads immediately when they contact us through messenger. This is important not only to build an initial connection with potential leads, but also Facebook tracks the response time of businesses and displays a response rating on your business page.

Do Not put your website link in your auto response, doing so may cause your business page to be flagged by Facebook.

Advertising with Messages and Lead
Campaigns

* NOTE *
Message Ads are not available 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 stage of advertising.

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.

A. Facebook Meta Messages Campaign
(run this for at least 2 weeks):

B. Facebook Meta Lead Generation Campaign
(run this for at least 2 weeks, keep it running longer if you’re
getting success):

The Privacy Policy needed for a Lead Generation Campaign can be found on your landing page. Scroll down and click on the “Privacy Policy & Disclaimer”.

How To Get Your Leads from Your Business Page

How to Get Your Lead Ads Forms from Your Mobile Device

Advertising with an Established Page -
Conversion Campaigns

* NOTE *
Message Ads are not available 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 stage of advertising.

If done correctly, the previous 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 add your domain in your “About” section.

A Conversion Campaign allows the viewer to sign-up for the webinar directly on your lander. There’s no need to extra steps on your part to register them, as with the Lead Generation Campaign. However, the approval rate for a Lead generation Campaign is typically higher. For that reason, we recommend continuing with Lead Generation if you’re having success. A conversion Campaign also requires a lead tracking mechanism.

We suggest that ONLY after the 8 week (2 month) progression of gradual advertising activity, outlined in the previous modules, then test a Conversion Campaign.

Follow these steps if you wish to setup and launch Conversion Ads

A. 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!

A. Getting More Ad Accounts

Congratulations! You’re ready for the next step – Conversion Ads. This type of ad will direct your potential leads directly to your landing page to sign up for the webinar and be registered in your funnel.

This is a good time to create a backup business manager.

1. Sign out of Facebook and go to Business Manager (business.facebook.com)
2. Click on Create New.
3. Use a different email address that is not connected to any other business manager you have created previously.
4. Follow same steps as the video below.

C. Verify Your Domain

Facebook requires advertisers to verify ownership of their website. This is called Domain Verification and it is done by adding a Meta-Tag Code to the DNS settings on your website.

NOTE: ALWAYS be sure to select the correct business manager you want to be working in.

If you are not particularly tech savvy or are uncertain in your skill level please verify the steps with your mentor prior to proceeding. If you make a mistake while in your DNS settings it could potentially cause a disconnect of your domain from your funnel, and you would then need to work with GoDaddy to correct the error.

NOTE: If you do not see the green verification button at the bottom of the page, please resize your page.

D. Create Your Facebook Meta Tracking Codes

STEP1
Create Your Facebook Pixel

NOTE: Chrome browser works best for this business. Download HERE
The Facebook Pixel is a tool that tracks the conversion events generated from your Facebook Conversion Ads, gathering data for you when a lead signs up into your funnel.
Step 1 – Click here: https//:business.facebook.com/ads/accounts.

Step 2 – Watch below videos – Option 1 and Option 2. There are a couple of different ways to create a Facebook pixel. You DO NOT need to use the steps in both videos – simply use one or the other.

Step 3 – Once you have followed the steps to create your pixel code and saved it to a document/ notepad page, please continue with each following process in this tab carefully to ensure that domain verification AND your pixel are completed and applied properly.

Option 1 – Through Business Settings

Option 2 – Through Events Manager

STEP 2
Submit Your Pixel Using the Admin System

STEP 3
Create your Pixel Event

NOTE: ALWAYS be sure to select the correct business manager you want to be working in.

STEP 4
Confirm and Assign your Facebook Pixel

NOTE: ALWAYS be sure to select the correct business manager you want to be working in.

Final Step Before Running Ads:
Check Your Pixel

How To Get Your Leads from Your Business Page

Facebook has partnered with Google to provide an invaluable tool: The Facebook Pixel Helper.

This is an extension to add to the Chrome browser. It will allow you to test that your pixel is actually firing. Watch the following video to learn how to install and use this valuable tool.

The Pixel is always placed on the Thank You page, NOT your Landing page (first page). The Thank You page is the page that people are taken to after they register on your Landing page.

To check the pixel, either type in the URL of your Thank You page, or register on your Landing page.
*** COPY & PASTE THE URL OF YOUR THANK YOU PAGE INTO A NOTE SOMEWHERE SO THAT YOU CAN CHECK THE PAGE AGAIN IN THE FUTURE IF NEED BE ***

NOTE: Make sure your ad account and your pixel code on your Thank You page matches. Follow the instructions below.

E. Launch a Facebook Meta Conversion Campaign

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. Be sure to refer to the list in the training.

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 the Facebook Policies carefully
· Follow the pointers in our training site

It’s a good idea to read and understand Facebook Advertising Policies before advertising: https://www.facebook.com/policies/ads/

Gaining Meta Business Knowledge

Facebook/Meta Blueprint Course

Click here to get started:
https://www.facebookblueprint.com/student/catalog

Glossary for Facebook Meta

* NOTE *
Message Ads are not available 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 stage of advertising.

Ad Set
The criteria you choose, to define the audience that Facebook should deliver your ad in front of, including location, gender, age, language, and interest targets, select placements on the platform, schedule, and also your ad budget.

Ads Manager
The section of a Business Page where all aspects of ad campaigns are created and edited, and the related performance reports are found.

Ad Relevance Diagnostics
The reporting system for ad performance, found in Ads Manager. Categories are: Quality Ranking, Engagement Ranking, Conversion Rate Ranking.

Business Manager
The section of a business page that is connected to a personal profile and provides that person with an overview of all your business details and activity, including ad accounts and admins, ad receipts, billing info, etc.

Business Page
A personalized presence for your business, that allows you to promote your brand and advertise your professional offer while keeping your personal profile for personal activity.

Business Suite
The software that lets you manage your Facebook, Instagram and Messenger accounts in a single place, including your posts in the newsfeeds, engagement, reviews, adding Business managers, and all other admin and advertising functions.

Campaign
The complete structure for creating and launching an ad, including the objective (Engagement, Lead Generation, or Conversion), the Ad Set (Audience and Budget), and the Ad itself.

Conversion
The result of someone entering a name and email address on a landing page, directly from a Facebook ad. (In the Dream Team, we call this a ‘Lead”.)

Conversion Event
This defines the specific action that the pixel will track and report on. For our use, the pixel keeps track of when someone signs into your landing page directly from a paid ad.

Cost Per Result
The total cost invested into an ad, divided by the number of results (Impressions, Clicks, Conversions, or Video Views) an ad has generated. (CPC = money invested / result)

Daily Budget
The average dollar amount set by the advertiser to be spent per day on an ad. Facebook will spend very close to the daily budget amount every day, varying plus or minus only slightly.

Engagement
Any interaction from others with your page or posts, such as comments, reactions (Likes, Hearts, Laughing), and sharing.

Engagement Campaign
An ad objective designed to increase the engagement on your business page, such as gaining more followers, more comments and reactions on a specific post, or watching a Go-Live event.

Frequency
The average number of times each person saw your ad.

Impressions
Measures each time an ad is shown.

Meta-Tag
A code of text provided by Facebook that is required for running conversion ads, and when applied to your landing page, allows you to verify your domain on Facebook.

Organic Like
A thumbs-up or Heart reaction that happens without paying for them through advertising. Organic = free.

Pixel
A code provided by Facebook that tracks leads generated from conversion ads. When your Thank You page opens after someone registered on your website, the pixel counts this as one lead, and is shown in the Ads Manager reporting section.

Pixel Helper
An add-on tool that functions only on the Chrome web browser, which, after installed, allows you to confirm the Pixel ID on your Thank You page, and confirm that the pixel is firing (working).

Placement
This is where your ad is shown on the Facebook platform, for example, in the mobile news feed, desktop news feed, the right column, Audience Network, instant articles, on Instagram or in Messenger.

Reach
The number of people who saw your page or one of its posts in their News Feed, or who went directly to your business page.

Scaling
Increasing your ad budget incrementally.

Additional Tools

How to Create a Transparent Logo with Canva
(Optional)

How to Create a Transparent Logo with Canva and Tips on How to Apply it to Social Media Posts

How to use the Facebook Adverts Manager App

NOTE: If you do not see the green verification button at the bottom of the page, please resize your page.

Facebook Meta Page Insights

Facebook Page Insights gives you detailed analytics for your Facebook Page, so you can track what works, learn how people interact with your content, and improve your results over time. Facebook Audience Insights helps you understand your Facebook audience so you can better target ads and create more relevant content.

Creating an Event on Facebook Meta

Facebook Accounting for Billing for Tax Time

Note: Reports can be downloaded as either a PDF or a CSV file.

Facebook Debugger – The Black X

Facebook for developers sharing debugger tool:
https://developers.facebook.com/tools/debug/