Key Reminders for Setting Up Facebook Ads Properly

1. Set up Facebook tracking pixel on every page on your site
2. Set up Facebook events (lead event, add to cart event, purchase event)
3. Create 1 campaign targeting creating leads to a broad audience match, using cost cap bidding for how much a lead is worth to you
4. Create 1 campaign targeting creating Add to Cart to a broad audience match, using cost cap bidding for how much an Add to Cart is worth to you
5. Create 1 campaign targeting creating Add to Cart to a broad audience match, using cost cap bidding for how much a Purchase is worth to you
6. Use Dynamic Ads to test 5 headlines, 5 ad copy, 10 images, etc. and have Facebook auto-optimize for you based on conversions
7. Test video ads (they are likely to have a 3x-10x higher Click Through Rate (CTR) and lead to a lower Cost Per Lead (CPL)
8. Test Lead Ads (they may give you a much lower Cost Per Lead)
9. Test Instant Experience Ads
10. Be sure to turn on Retargeting Ads (180 Day Web Site Visitors, Lead List, Customer List)
11. Be sure to turn on 1% Lookalike Audience Ads (180 Day Web Site Visitors, Lead List, Customer List)
12. Track Cost Per Lead (CPL) and Cost Per Acquisition (CAC) for each campaign. Ramp up budgets 20% per week for campaigns that are working.