Facebook Ads Guide

This source material is a step-by-step manual titled "Facebook Ads 101," created by Becky Ray of "Coaching with Becky Ray". It is designed as a comprehensive guide for both complete beginners and those looking to refine existing campaigns, providing the tools to create effective ads on both Facebook and Instagram.
The guide is structured into four primary sections:
 
Chapter 01: Spy On Your Competitors Ads: This section teaches users how to use the Facebook Ad Library to research competitors. By analyzing the content, copy, and imagery of successful brands (using Fenty Skin as an example), users can find inspiration for their own campaigns.
Chapter 02: Ads Manager: This serves as an introduction to the Ads Manager tool, explaining how to begin the creation process by selecting a marketing objective.
Chapter 03: Campaigns Objective Explained: This chapter breaks down the different goals an advertiser might have, including Awareness, Traffic, Engagement, Leads, App Promotion, and Sales. It defines what each objective aims to achieve and how success is typically measured.
Chapter 04: The Setup: The final and most detailed section provides a walkthrough for setting up a Sales Campaign. It covers:
The Marketing Funnel: Distinguishing between Top of Funnel (TOF) for new audiences, Middle of Funnel (MOF) for nurturing, and Bottom of Funnel (BOF) for existing customers.
Ad Set Logistics: Instructions on selecting a conversion location (such as a website), setting a daily budget (recommended at $20–$50), and utilizing the Meta Pixel for tracking.
Audience Targeting: Tips for defining a target audience based on demographics, interests, and behaviors.
Ad Creative: Guidance on choosing formats (noting that videos or carousels often perform best) and writing primary text, headlines, and descriptions.
Publishing: A final checklist to ensure all settings align with marketing goals and Facebook’s policies before making the ad live.