Here’s everything you need to get started

Key Concepts

• Business Manager: Facebook’s central hub for managing business assets (Pages, ad accounts, pixels).
• Pixel: Code placed on a website to track user actions and conversions for ad targeting and measurement.
• Conversion API (CAPI): Integrates website events directly with Facebook, improving data accuracy.
• Facebook Ads Library: Public database of active Facebook ads.
• CPA (Cost Per Acquisition): The cost associated with acquiring a customer.
• Advantage+ Campaign: Facebook’s automated campaign optimization tool.
• Creative Testing Campaign: A campaign designed to test multiple ad creatives simultaneously.
• Adset Level: The level in a Facebook campaign where targeting and budgets are defined for specific ad sets.
• Ad Level: The level in a Facebook campaign where individual ads are created and managed.

Setting Up a New Brand on Facebook – A 90-Second Guide

The video details a rapid deployment strategy for launching a new brand’s advertising presence on Facebook and Instagram, emphasizing speed and data-driven creative testing. The core process focuses on establishing the necessary infrastructure, competitor analysis, and a structured testing framework.

Infrastructure Setup (Initial Steps)

The first step involves establishing a robust foundation within Facebook’s Business Manager. This includes:

1. Creating a Business Manager account at business.fas.com.
2. Establishing an Ad Account within the Business Manager.
3. Creating a Facebook Pixel – a crucial tracking code.
4. Implementing the Pixel on the brand’s website and integrating it with the Conversion API (CAPI). CAPI integration is highlighted as essential for accurate data tracking, particularly with increasing privacy restrictions.

Following infrastructure setup, the video stresses the importance of claiming both the Facebook and Instagram organic Pages, as these will serve as the foundation for running advertisements.

Competitive Intelligence & Ad Template Selection

A key component of the strategy is leveraging competitor data. The speaker recommends:

1. Identifying the top five competitors actively advertising on Facebook.
2. Utilizing the Facebook Ads Library (accessible via Google search) to “spy” on their running ads. Alternative tools like Magic Brief are also suggested for ad intelligence.
3. Compiling a list of high-performing ads from competitors that the brand aims to replicate or adapt.

To accelerate creative development, the speaker promotes a resource – a “top ads reference sheet” available on their profile – containing over 50 ad template styles. This sheet represents ads the speaker has personally tested with millions of dollars in ad spend and is continuously updated. The recommendation is to select five templates from this sheet for initial testing.

Campaign Structure & Budgeting

The recommended campaign structure is a tiered approach focused on creative testing:

• Campaign Level: A single “creative testing campaign” serves as the overarching container.
• Adset Level: Each selected ad template is assigned to its own adset. This allows for isolated testing of each template’s performance.
• Ad Level: Within each adset, five variations of the chosen template are created. This provides further granularity in testing different creative elements.

Budgeting is dependent on whether the brand knows its CPA. If the CPA is unknown, a starting budget of $50 per day is suggested. If the CPA is known, the budget should be set at two to three times the CPA. The initial campaign should run for a minimum of seven days to gather sufficient data.

Scaling with Advantage+ Campaigns

After the initial creative testing phase, the top-performing ads are to be migrated into an Advantage+ campaign. Advantage+ is described as Facebook’s automated campaign optimization tool, designed to leverage machine learning to improve performance.

Resource & Follow-Up

The speaker repeatedly emphasizes the availability of the “50 plus ad style sheet” on their profile, offered for free. They also encourage viewers to follow their channel for further content on scaling ads on Meta (Facebook and Instagram).

Logical Connections

The video presents a logical progression: infrastructure setup enables tracking, competitor analysis informs creative direction, a structured testing framework identifies winning ads, and automated optimization (Advantage+) scales those winners. Each step builds upon the previous one, creating a streamlined launch process.

Notable Quote

“I have my creative testing campaign at top followed by each creative template at the adset level followed by five variations of that template at the ad level.” – This statement clearly articulates the core campaign structure advocated by the speaker.

Conclusion

The video provides a concise, actionable guide for launching a new brand on Facebook. Its emphasis on rapid setup, data-driven creative testing, and leveraging existing resources (like the ad template sheet) offers a practical framework for achieving quick results. The strategy prioritizes efficient testing and scaling, aiming to minimize wasted ad spend and maximize ROI.