5 Tips to Get Results with Facebook Marketing

Social media marketing is a very powerful tool when leveraged correctly.

Social interaction is growing exponentially, which is evident in the fact that nearly everyone has an account on a social networking platform.

It’s no longer a secret how Facebook is crucial in online marketing.

Facebook is an excellent avenue for businesses and serves as a strong foundation for business , capable of forging personal relationships with a network, as well as turning potential into paying customers.

It’s a quick and easy way to generate a huge amount of traffic for business owners and to create stellar growth for your business.

With over two billion users globally on Facebook, Facebook marketing is a popular way to reach a broad target audience.

However, there is so much more to Facebook marketing than just setting up your profile.

Social marketing is different from any other type of marketing, therefore it is vital to learn how to use Facebook effectively to promote your business.

Otherwise, it will cost you money, time and effort…for little reward!

However, all you need is creativity, technique and a friendly relationship with your customers.

Keeping your fans involved is the ultimate aim.

After that, sit back and let Facebook bring the business to you.

The platform has a high number of users who are (almost) always on the website, spending much of their time checking out profiles and pages.

Users access Facebook an average of eight times per day! *

Therefore, your Facebook business page becomes your showroom.

The page can also become the focal point of interaction between you and your customers.

People can easily post their concerns on the page, and you can quickly respond.

Through this immediate interaction, you can deliver excellent customer service without exerting much time and effort.

There are lots of reasons that make Facebook marketing ideal for businesses.

  • Insights

Facebook  gives you the information on the number of people your page (and your posts) has reached.

Through this, you have statistics to help you assess the progress of your Facebook marketing campaign.

It also breaks down the number of likes into different categories such as gender and age.

As such, you can easily gauge if you are effectively reaching out to your primary target audience.

  • Easy to Manage

Facebook provides features that help you manage your page (s).

You can easily switch from your personal account to your business page.

This lets you manage your personal and professional pages simultaneously, using one login.

You can also build your audience by inviting your friends to like your page.

This helps you easily promote your page, which, in turn, is promoting your business.

In this article, we are going to discuss five Facebook marketing tips to help you find your way to success on Facebook!

Whether you are just starting out or an established Facebook marketeer, these fundamental and proven Facebook marketing tips, updated to match the latest Facebook features should help!

1: Build a professional profile

Start establishing your identity by creating a Facebook profile for yourself and your business.

Having a Facebook profile as your way of positioning business will take you a long way in establishing relationship with users.

Facebook business pages are typically designed for brands, products, services, celebrities, musicians and businesses.

The pages enable organizations, public figures and other entities to generate a public presence on Facebook.

You can encourage users to become fans (or followers) of your business page by sharing information with them, including photos and videos.

If you are a brick and mortar business or if you have an office, give your complete address, along with the full contact number and everything they need to know to validate your identity.

2: Quality Updates

People are looking for information.

Information can be anything from a good informative article, infographics, images with quotes, or questions to generate interaction.

Give people what they want…what they enjoy…

Equally, be personable when needed.

By actively engaging with your audience on your Facebook business page you strengthen your online reputation.

The best marketers know that quality and trust are the most important foundation when it comes to any social media marketing technique, and all the other things will simply follow.

Today, we live in a world of interactions, where communication is vital.

Facebook is your opportunity to get in front of your target audience with your unique message.

It’s all about attracting people to you and your content. It’s about sharing valuable information to your audience.

if you are helpful to them, they will talk about you and your brand and this spreads your reputation.

It builds your brand, your reputation.

3: Facebook Ads

Facebook ads are taking the world of advertising by storm.

As we’ve discussed, social media has completely revolutionised the way people look at social networking.

Facebook ads are visual and allow you to prospect for new customer (as opposed to Google where you’re relying on the user searching for a relevant keyword).

Travel ads on Facebook look beautiful…

So, are Facebook ads worth exploring?

One of the key advantages of Facebook is strength in numbers!

One of the things that Facebook has going for it is the sheer number of its users.

As of today there are 2+ billion members around the world.

22% of the world’s total population uses Facebook *.

7. 400 new users sign up for Facebook every minute *.

So, if you’re looking to reach as many people as possible, Facebook is the best platform you could ask for.

In fact, a lot of people are joking about how powerful Facebook would be as a country!

4: Use Facebook frequently

You cannot implement these Facebook marketing tips well if you’re not regularly sharing content on Facebook.

If Facebook is one of your chosen digital strategies, then use it every day.

Be seen…

Be interactive…

Be there!

View it as a place you go to. If you go there often, people there get to know you, and feel more comfortable and familiar with you.

This can only be good for your personal brand and digital marketing efforts.

Facebook can be a very useful marketing tool, but not all Internet Marketers see success from their use of Facebook.

Success is, of course, not only measured by website sales conversions, but also by the amount of interest, interaction, and excitement generated by your Facebook efforts.

Facebook is a bustling and active community.

There is always something happening in your newsfeed.

And if you don’t actively participate, you will be left behind.

Remember that fan engagement doesn’t end with regular post updates.

If you want to achieve maximum results, you must exert your Facebook marketing efforts.

Instead of staying within your page, get out there and start connecting with other fan pages.

This way, you can capitalise on their existing fan base and use it to your advantage.

5: Create a Contest

A contest, whether weekly, bi-weekly or monthly, can go a long way in keeping people engaged with your Facebook page.

Offer a prize associated with your business and make it fun (where you can).

You can run a competition in which participants solve a problem, come up with a creative solution or find clues on your business page that help them win.

It may be trivia based or involve predicting some specific outcome.

Facebook has various guidelines, rules and restrictions concerning contests, such as a business cannot make part of the requirement of a contest that entrants “Like” your page.

This used to be a no-brainer for FB marketeers, using programs such as Shortstack.

A well-run contest presented via your Facebook page can help to ensure loyalty, entice new fans to join and create a solid base that you can continue to cultivate.

Conclusion

Facebook is an excellent tool to use for marketing.

By harnessing its immense reach can prove to be very advantageous for people starting out in the online marketing industry or even seasoned professionals.

It really is the place to be right now!

If you want to improve and excel in your Facebook marketing, then start following similar businesses in your specific niche.

Watch what they do, take inspiration…

Then do it better!

Facebook is undoubtedly the most important social networking site on the internet.

Making proper use of your knowledge of Facebook marketing information plays a significant role in today’s business marketing.

Does Facebook marketing work? Just like any other opportunity, it works if YOU work it.

Use the five tips above as a checklist for your Facebook marketing, or learn more about Facebook marketing support with Apollo.

 

*  https://www.wordstream.com/blog/ws/2017/11/07/facebook-statistics

Using SEO Keywords To Grow Your Business

If you own a travel or bookings website, SEO keywords are a phrase that you will have heard many times before.

Although we hear lots about how SEO keywords can boost our website rankings, what we don’t often uncover is how you can use keywords to actually grow your online bookings.

Using keywords in the same way as everyone else, won’t increase your bookings.

Turning your website visitors into paying customers requires the expert use of keywords so that the right audience will find your website.

Furthermore, any keyword strategy must be reinforced with top-quality content displayed on your website when your visitors arrive.

With the right types of keywords, website content and web design it is possible to gain more bookings for your online business.

Let’s take a look at how SEO keywords can be used to grow your online bookings.

Top tips to grow your online bookings with SEO keywords:

  1. Layman’s terms:

If you have never used a keyword tool such as Google Keyword Planner, you may be surprised to learn the discrepancies between industry jargon and the words that people actually type into search engines.

Without using a good SEO keyword tool or employing the services of an SEO specialist, it is possible to use keywords that are never searched by your customers.

If this happens, visitors to your website will have found your content through more general searches or marketing strategies, so are much less likely to stay on your site for very long, let alone find the information that they need to convert into paying customers.

By using keywords with the exact phrases and language that ordinary people and more specifically your target market use, you will find that the visitors who land on your website are able to locate useful content that matches the information that they desire.

Thus, providing you have high-quality and well-planned website content available, you can begin to lead your website visitors through their customer journey which should hopefully end in a booking.

Image credit: pumpkinwebdesign.com

For maximum effect, use the types of words that people search in the keywords that appear across your: website content, meta data (including your image tags) and your snippets that are listed in the search results for each page.

  1. Relevant choices:

Selecting the keywords that you use in your website content and website meta data takes much longer than you think.

In addition to using the types of words that your audience search, you also need to select the most relevant keywords for the information on each page.

Your web pages will be listed in search results according to the keywords that you use.

So, if you ensure that you choose the most appropriate range of keywords that specifically relate to the information on the page, you will appear in the search results for keywords relevant to the specific content on your web page.

Therefore, every web page and piece of meta data needs its own carefully researched group of keywords.

This information will also help to inform you about the type of information that your target audience want to find on each web page.

A set of the most relevant keywords is necessary for each individual web page to both avoid keyword stuffing and demonstrate that the content on the web page is rich in detail.

The aim is to convince Google that the web page is the best option to be returned in search results for the keyword you’re targeting.

  1. Less popular options:

We all know that competition for rankings in search is tough, so thinking outside the box when it comes to your keyword choices is essential.

Instead of using lots of single or two-word keywords, opt for longer phrases that your competition are less likely to target.

These longer phrases are known as long-tail keywords.

Long-tail keywords are groups of words, in a longer phrase, that are searched by your user.

For example, ‘a quiet wellness spa in Bali’

Image credit: nichesiteproject.com

Your competition are much less likely to use the same long-tail keywords as you because the increased number of words in each phrase makes the likelihood of other sites putting together the same combination of words more limited, therefore your chances of ranking well are increased.

Using long-tail keywords also means that your website content is now even more tailored to match your listings in search so your chances of gaining visitors who have already done some research and know exactly what they want are greatly increased.

Thus, users who use long-tail keywords have already begun to commit themselves to purchasing the booking and are now searching for the booking that matches what their wishes.

Therefore, providing you have the answers that your visitors are looking for within your content, visitors who use long-tail keywords are much more likely to turn into paying customers once they arrive on your website.

Another benefit of using unique sets of keywords for each individual page is that you avoid the dangers of search engines assuming that your web pages are simply duplications of each other.

If search engines interpret multiple use of the same keywords across numerous pages on your website as duplicated content, they will only list one of the web pages in search and count the others as inferior duplicates.

As a result, allocating plenty of time to develop and implement a solid keyword strategy that builds your conversion rate has many benefits for your online business.

Once again, if you don’t have excellent content on your travel or bookings website when visitors arrive your use of long-tail keywords or in fact, any other keyword strategy will go to waste.

The use of powerful keyword strategies to increase your bookings has to be executed alongside a review of your website content and web design.

Keywords are only the first step in your sales journey.

You won’t increase your bookings with SEO keywords if your website content and web design isn’t up to scratch.

Image credit: epsilontheory.com

SEO keywords will create awareness of your website, to take your visitor on through the sales funnel and finally make that booking you need to have compelling snippets in your search listings and superior content and web design ready on your website when your target market arrive.

Online competition is high, so whatever your marketing strategy, even with the powerful force that SEO keywords are, you still need top-quality content and web design to secure those bookings.

  1. Think differently:

It is really tempting to see the big numbers that accompany the top keywords and want to use them.

However, to get results from keywords you have to think differently and that means not trying to rank for all of the top keywords.

Most people don’t make enough time to develop a successful keyword strategy so clearly the top-ranking keywords can be found with the least keyword research and will be used by the majority of your competitors.

Therefore it makes sense to use the keywords that most people don’t get to see because they won’t spend enough time looking through the full range of options.

With less competition for the keywords that don’t show up first during your research, you are more likely to rank better and be found more easily by your target market.

However, of course you must also use all of the aforementioned strategies, such as long-tail keywords and unique sets of keywords, if you want to use less popular keywords with any success.

  1. Audience specific:

Now that you have devoted a large proportion of time to your keyword research, you can also ensure that you only select keywords that apply to your specific target market.

For example, if you are looking for keywords for a web page that relates to an adults-only health and wellness resort in Kerala in Southern India, you can eliminate any keywords to do with children and families from your selection, as well as any keywords that relate to other parts of the world.

Similarly if you spot SEO keywords that match the interests, needs and priorities of your target market, you know that they are the best ones to choose.

Image credit: rankwatch.com

In the diagram above, if your web page was about luxury hotels in Paris, you would clearly choose 5 star hotels in Paris from the list of results.

However, if your web page was about luxury hotels in Florida, you would select 5 star hotels in Miami and 5 star hotels in Orlando.

As with any other marketing strategy it is crucial that you have a thorough knowledge of your target market and a clear understanding of your content strategy, before you begin your keyword research so that you can tailor your keyword strategy to fit your target audience.

  1. Analytics:

Keywords are quantifiable data so it is easy to track their success and adapt your keyword strategy accordingly.

Evaluating the performance of every element of your website is essential if you want to grow your bookings and that includes the performance of your keyword strategy across the pages of your website.

You can gain a huge amount of valuable information about the success of your keyword strategy from your website analytics.

Using your website CMS and your keyword tools, it is possible to track and adapt your use of keywords to increase your bookings across your website pages.

In the same way that you would test and re-test a marketing campaign, it is necessary to implement, review and evaluate your use of keywords if you want them to operate at an optimum level.

Similarly, you will need to give your keywords some time to take effect so don’t be too hasty in making changes if you don’t see the results you want.

Remember too, to keep the keyword sets for each page unique. Copying successful keywords across multiple pages will devalue your hard work. Like any other marketing strategy, keyword use needs time, knowledge and expertise, as well as excellent content.

Finding the time to:

  • Research the best SEO keywords for your website and target market
  • Create a comprehensive keyword strategy in line with your website content strategy
  • Analyse and review the results of your keyword strategy

…is beyond the time constraints of most business owners.

There are many keyword tools available on the market to assist business owners to develop a successful keyword strategy, however they also require time and expertise to be used to good effect.

Furthermore, having a keyword strategy without good website content and website design is useless, so the development of any keyword strategy must be accompanied by a review of your website.

It may sound like a lot to do but here at Apollo we deliver a complete range of digital marketing services to increase your bookings, that includes developing your use of: SEO keywords, web content, web design and much more.

Working solely for the travel and leisure industry, we have a deep knowledge of how to utilise online marketing for travel and leisure brands.

Whether you need support to develop your use of SEO keywords, website development,  marketing support, video marketing, online advertising or something else, give us a call on: 01730 239858 or contact us to have a chat about how we can help you.

Top Online Marketing Strategies to Increase Bookings

Online marketing has dramatically shortened the distance between you and your customer, yet it comes with a new set of challenges.

Today it is easier than ever before to pour money into direct marketing which can deliver little in return.

The onus is now on us, as business owners and marketing strategists, to decide which are the best digital marketing strategies to use – a decision that is far more complex than it first appears.

Particularly when the list of options is so extensive.

Yet, with 83% of adults now choosing to book online, we all know that digital marketing is something that none of us can afford to ignore.1

In fact, in 2018 82% of all travel bookings were made online via a mobile app or website.

With figures set to rise to over 700 million online bookings by 2023, understanding how to use digital marketing to increase bookings is of growing importance 2.

To make the decision easier, we have compiled a list of the top online marketing strategies to increase bookings because having an online presence doesn’t automatically deliver a return on investment.

Here is your practical guide to effective digital marketing strategies for travel and leisure brands:

ROI is the key issue when it comes to digital marketing. With such easy access to a vast array on online marketing, whether it is Facebook ads, video marketing, Instagram promos or Google ads it is easy to feel that you are achieving much, when in reality your ROI is little to none.

Use this guide to ensure that you choose solid marketing strategies that will deliver a strong ROI and increase your bookings long term.

How to use internet marketing to boost bookings

How will you best reach your target audience and convert them into paying customers long term?

The difficulty with internet marketing is that for marketing to be effective it needs to reach your target market and convert.

This entails effective segmentation.

To market with purpose it is crucial to understand how your target market use the internet, including their digital marketing tools of choice.

Hone your brand voice and consider how it will connect with your target audience.

Identify your marketing goals and purposes to ensure that your budget is spent wisely on the right tools for your target audience, leaving room to test, evaluate and adapt your approach over time.

Image credit: medium.com

With focused planning, monitored implementation and the right marketing strategies it is possible to harness all of the brilliant opportunities that digital marketing brings.

Let’s take a look at the best online marketing strategies to boost bookings.

Social Media

Social media is one of the fastest growing digital marketing tools for the travel and leisure industry.

Social platforms provide a rich variety of exciting and fresh ways to reach your target audience and build a better understanding of your brand.

According to Khoros.com 37% of the world’s population, that is 2.8 billion people, use social media.

However, the first step is to understanding how to gain a ROI is to understand the differing potential that each social media platform holds.

The five biggest social media platforms, Facebook, Twitter, Pinterest, Instagram and Snapchat each attract a different audience and offer varying marketing capabilities.

Attempting to target all of the biggest platforms is a waste of resources, instead, identify the platforms that are favoured by your target market and assess which of those offer the best marketing tools for your brand.

Sproutsocial.com have an excellent overview of the differing ways that the global market use each of the top social media platforms:

Instagram

Facebook

Twitter

SnapChat

Pinterest

Image credit: sproutsocial.com

As these statistics and more show, from gender to age, income and interests, the social media platform that you choose to use is integral to your success in connecting with your target market.

Facebook retains the largest spread of users and an exhaustive range of marketing tools for businesses, although Pinterest, Instagram and Snapchat offer highly competitive features as well as large market shares for their niche users.

Once you have the right platforms secured, the main areas of focus are creating high-quality, targeted content that:

  • builds a clear and enticing picture of your brand
  • attracts and connects with your target market on an emotional level
  • sets you apart as an industry leader/ authority
  • gives your target market a reason to keep coming back to your page long-term by using a mixture of inspirational, informative and entertaining content
  • draws your target market on to your website to eventually make those bookings (or for some platforms the bookings can be made directly on the platform itself).

Secondly, actively find and engage with your target audience using likes, follows, hashtags, exciting competitions centred around your customer base (see example below), exclusive offers, personalised comments and more.

Image credit: Shortstack.com

The next tier of social media use for businesses is to use paid advertising. The market leader by huge strides when it comes to paid social media advertising is Facebook.

According to Hootsuite.com Facebook is the third most visited website in the world.4  With the largest spread of users and biggest chunk of the social media market, Facebook is the obvious place to start for paid social media marketing.

Let’s take a look at how to use Facebook ads to increase your bookings.

Facebook Ads

Facebook ads enable anyone to turn Facebook into a powerful marketing tool at what appears is a click of a button.

Image credit: blog.hootsuite.com

Yet in reality, to obtain effective ROI, your Facebook ads need to be as carefully targeted and well-planned as any other ad campaign.

A point of growing realisation to many. Facebook ads require a budget, solid strategy and marketing expertise.

Sending Facebook ads across the globe with the potential to reach millions feels great, until your insights show that a wide reach does not translate into more website traffic or bookings.

To increase your bookings with Facebook ads you will need to first allocate a realistic budget with a planned daily spend that can deliver results.

Secondly, you will need to harness a range of tools to identify and reach your target market, using criteria such as location, interests, previous website visits and more to locate potential buyers.

Next you will need to create, launch, evaluate and re-test a range of targeted ads to find the ones that work best.

Additionally, there are a range of marketing tools on Facebook that you can use in conjunction with Facebook ads.

For example, you can speed up the customer journey with direct booking from Facebook your Facebook page as demonstrated below by Fareharbour.com:

Image credit: Fareharbour.com

Meanwhile, paid Instagram marketing comes as a free add on to your Facebook ad campaigns.

Instagram is a highly visual and aspirational lifestyle social media platform that is a perfect fit for the travel and leisure industry. Owned by Facebook, Instagram is another great marketing tool that you will want to exploit.

Instagram and Facebook are the two biggest players when it comes to paid social, providing a wealth of marketing opportunities at a low cost that you won’t want to miss.

Video Marketing

For the travel and leisure industry video marketing remains a relatively untapped area of online marketing that it is well worth exploring.

With video marketing rapidly growing in use, it is a digital marketing tool that you won’t want to ignore.

According to Smartinsights.com 83% of marketers believe that video is growing in importance. 53% of consumers and 66% of millennials, engage with a brand after viewing a video on social media. 5

Thus, any solid marketing strategy should make use of the rich potential that video creates, particularly when used in conjunction with social media.

Like Instagram, YouTube is a highly visual, aspirational and informative lifestyle medium that is perfectly suited to the travel and leisure industry.

From ad campaigns to guided tours, testimonials, snapshots, tutorials and more, video marketing provides an ideal space to bring to life a multi-sensory experience that connects with your target audience on every level – crucial factors for any travel or leisure brand.

When creating your video marketing strategy it is essential to build in the following elements:

  • Choose the right the type of targeted ads for your purpose.

There are a wealth of different types of video ads available so review the best match for each ad campaign according to your campaign goals.

YouTube enables you to target things like location, interests, lifestyle and more to launch targeted ads that reach your target market specifically. Don’t forget too, to take advantage of the opportunity to optimise your videos for SEO.

  • High-quality content

Use a clear brand message that is easy for your audience to understand and a brand story connects with them on an emotional level. F

or example, take a look at Artifact Uprising’s brilliant use of a brand story for their custom photo gifts ad campaign.

  • Embed persuasive call to actions

At the beginning of your videos and make use of the YouTube’ Join Now button to capture your target audience quickly.

  • Face of your brand.

Understand who will be the face of your brand. You may even decide to use a influencer to really capture your audience’s attention.

Google Ads and SEO

Google Ads (PPC) and Search Engine Optimisation (SEO) are the last, and arguably most important, pieces of your online marketing toolkit.

SEO is an extensive digital marketing strategy with many elements that all hold enormous potential to significantly boost your potential to be found online by your target market.

Google Ads too, provide an unmissable opportunity to build a more profitable online presence.

Using techniques such as keyword optimisation, targeted Google Ads, Google Business, reviews, Google Analytics and more it is possible to stand out in the sea of competition that search listings create.

With a mobile-ready website and structured use of well-planned email marketing to ensure that your customers and website visitors remain with your brand long-term, you have a concrete set of marketing strategies that are specifically suited to the travel and leisure industry and guaranteed to increase your bookings.

As we begin to fully uncover the potential that digital marketing brings for travel and leisure companies to boost their bookings and build their brand, it is increasingly clear that a ROI requires a significant amount of time and expertise.

 

At Apollo , we deliver a complete range of digital marketing services to increase your bookings. Working solely for the travel and leisure industry, we have a deep knowledge of how to utilise online marketing for travel and leisure brands.

Whether you need social media marketing support, video marketing, SEO, online advertising or something else, give us a call on: 01730 239858 or contact us to have a chat about how we can help you.

Our guide to Facebook advertising

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Sources:

1 https://www.condorferries.co.uk/online-travel-booking-statistics

2 https://www.condorferries.co.uk/online-travel-booking-statistics

3 https://khoros.com/resources/social-media-demographics-guide

4 https://blog.hootsuite.com/facebook-statistics/

5   https://www.smartinsights.com/digital-marketing-platforms/video-marketing/video-marketing-statistics-to-know/

 

How to Create a Facebook Ad Account

With almost 2.5 billion active users, it goes without saying that Facebook is an enormous market.

It offers businesses almost endless opportunities to find their audience and advertise to it.

Marketing on Facebook is also very accessible and cost-effective: anyone can set up an account and start promoting their business.

And companies know it.

That’s why 93.7% of them use Facebook for promotion, according to a recent survey by Buffer.

But how do you start advertising?

This guide shows you how to set everything up for your first campaign step-by-step: from getting your Business Manager account to creating your Facebook Ads Account.

What is Facebook Business Manager?

Facebook Business Manager is a powerful tool that helps you manage all your pages in one place.

It allows you to create and publish ads, see reports and analytics, manage and share your audiences, add and remove ad accounts and team members.

It also rids you of the fuss of managing a page through a personal account: anyone you work with can log into Business Manager without the need of juggling e-mail addresses, passwords and permissions.

Business Manager also comes with Facebook Ads Manager: a tool that unlocks all the possibilities of Facebook advertising.

This is the place where you can precisely target your customers, create audiences and different types of campaigns and ads, manage your budgets and deliveries and much more. Clicking “boost” on your page just doesn’t cut it anymore.

Setting up Facebook Business Manager

First of all, you will need to create your Business Manager account. Here’s how you do it:

  • Go to facebook.com and click Create Account in the top right corner.
  • Fill in the information required: yours and the name of your business and the e-mail you intend to use for Business Manager. Note that this information, not your personal profile, is visible to other people that have access to your Business Manager.

  • That’s it! You’ve created your Business Manager account and now you can start adding your pages, people, assets and setting up ad accounts.

Adding and managing your assets is simple: click on Business Settings in the top right.

You will see a drop-down menu: in the “Users” tab you can assign roles to your team members.

There are different permissions for each role. Take your time and learn what specific roles do. To assign someone to a role, you just need to enter their work e-mail address and choose what you’d like them to do.

The “Accounts” tab allows you to add, create or request access to pages, connect Instagram accounts and apps, as well as create Business Asset Groups and set up ad accounts.

In “Data Sources” you can create tracking pixels, offline events, conversion events and more assets that help you register and keep an eye on website purchases, adds to cart, return on ad spend and other important metrics regarding your customer’s conversion behaviour.

If you’re aiming to sell your product, and not just boost followers and engagement, these are vital in understanding how much money your ads are actually making. Plus, they allow you to retarget your ads. Make sure to familiarise yourself with these assets.

You can also view your payments, customise your notifications and see and edit your business info in the Business Settings menu.

Adding a Facebook Ad account for your business

Before you can kick off your first campaign, you need to set up an ad account. It holds information about your time zone, preferred currency and payment method, typically a credit card that Facebook will use to charge you for the ads you run.

Setting up an ad account is fairly straightforward. You can do it right in the Business Manager. Here’s how.

Go to Business Settings/Accounts/Ad Accounts. This page displays existing ad accounts connected to your Business Manager. To add a new account, simply click the blue “+Add” button.

Here, you can choose between three options. You might add an existing ad account to your Business Manager and manage it from there. In order to do this, you need to have admin permissions for both the ad and Business Manager Accounts. Once you tie the two accounts you can’t reverse the action.

Second option allows you to ask to use someone else’s ad account. The admin of that account can provide you access and choose the permission levels you’re granted.

These two options require you to enter the ID of the account you want to add or request access to. Account ID is a unique six-digit number assigned to each account.

You can see this number in the Ads Manager. The drop-down menu shows all of the accounts you can access, along with their IDs. In order to request access, you’ll need someone to share their account ID with you.

Lastly, you can choose to create an account from scratch. If you’re just starting out, this is the option you’ll most likely choose. Let’s see what goes into creating a new ad account.

Creating an Ad Account

In order to create a new ad account for your business, Facebook will ask you to provide information we mentioned before. When you click “create a new ad account” you’ll see a window looking like this:

  1. Choose the name for your account, as well as the time zone and currency. When you start advertising, Facebook will use the time zone and currency you chose to show you information about your campaigns.

It’s also important that your chosen currency matches the one you’ll use to pay for your ads.

  1. Finally, you need to provide a payment method. You can connect a credit card, a PayPal account or use a coupon code.

Adding a credit card requires you to enter your credit card number, expiration date and security code. Note that EU citizens need to provide their VAT number.

Don’t worry, this information is scrambled and Facebook guarantees no misuse by them or third-parties.

  1. Once you’re done, hit continue and you have your ad account! Now you’re ready to start running campaigns.

Tips

Now that you know how to set up an ad account for your business, check out some closing tips before you get started.

Businesses new to Facebook advertising are limited to one ad account until Facebook bills them first time. After that, the number rises to 5.

We recommend to make use of this: create a separate ad account for each card you intend to use. For example, you can use one account to focus on conversions and promoting your online store, and another to boost your social media pages. This helps you never lose sight of what you’re billed for and when.

Another tip is adding a secondary payment method to your ad accounts. This way, your campaigns won’t be paused if Facebook is unable to bill your primary card. You’ll just get billed from your secondary card and your ads will keep going.

Also, keep in mind that you can always change payment settings in Business Settings/Payments. Here you can add and remove payment methods, set a spending limit for your account, manage your billing thresholds and more.

Now that you’re ready to advertise on Facebook, you might want to check out our guide to Facebook advertising for travel companies, if you need a bit of help. It’s full of expert tips, great ideas and valuable insights.