Social Media Advertising
Master Facebook, Instagram, and TikTok ads to scale your online business.
Platform Overview
Facebook & Instagram Ads:
- Best for: Established products
- Average CPA: $15-30
- Best audience: 25-45 years old
TikTok Ads:
- Best for: Trending products
- Average CPA: $10-20
- Best audience: 18-34 years old
Facebook Ads Setup
Step 1: Create Business Manager
- Go to business.facebook.com
- Create Business Manager account
- Add your Facebook Page
- Add Instagram account
- Create Ad Account
Step 2: Install Pixel
<!-- Facebook Pixel -->
<script>
!function(f,b,e,v,n,t,s)
{if(f.fbq)return;n=f.fbq=function(){n.callMethod?
n.callMethod.apply(n,arguments):n.queue.push(arguments)};
if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0';
n.queue=[];t=b.createElement(e);t.async=!0;
t.src=v;s=b.getElementsByTagName(e)[0];
s.parentNode.insertBefore(t,s)}(window, document,'script',
'https://connect.facebook.net/en_US/fbevents.js');
fbq('init', 'YOUR_PIXEL_ID');
fbq('track', 'PageView');
</script>
Add this in Store Settings → Tracking.
Step 3: Create Your First Campaign
Campaign Structure:
Campaign (Budget: $50/day)
└── Ad Set (Audience: Women 25-45, USA)
├── Ad 1 (Image)
├── Ad 2 (Video)
└── Ad 3 (Carousel)
Ad Creative Best Practices
Images:
- Resolution: 1080x1080px (square)
- File size: Under 1MB
- Show product in use
- Bright, eye-catching
Videos:
- Length: 15-30 seconds
- Hook: First 3 seconds critical
- Captions: 85% watch without sound
- CTA: Clear call-to-action
Copy:
- Hook: Problem or desire
- Benefit: How product helps
- Urgency: Limited time/stock
- CTA: "Shop Now" or "Get Yours"
Targeting Strategy
Interests:
- Broad: "Online Shopping"
- Specific: Product category
- Competitors: Similar stores
Demographics:
- Age: Based on product
- Gender: Male/Female/All
- Location: USA, Canada, UK, AU
Behaviors:
- Online shoppers
- Engaged shoppers
- Frequent travelers
Budget & Bidding
Daily Budget:
- Testing: $20-50/day
- Scaling: $100-500/day
- Enterprise: $1,000+/day
Bidding Strategy:
- Lowest Cost: Let Facebook optimize
- Cost Cap: Max CPA target
- Bid Cap: Control maximum bid
Campaign Structure
Testing Phase ($20/day):
Test 3-5 ad creatives
Test 3 audiences
Run for 3-7 days
Analyze results
Scaling Phase ($100+/day):
Keep winning ads
Increase budget 20% every 3 days
Expand to lookalike audiences
Add retargeting campaigns
Retargeting
Target people who visited your store:
Warm Audiences:
- Website visitors (last 30 days)
- Add-to-cart (didn't purchase)
- Product page viewers
- Past customers
Retargeting Strategy:
- Show product they viewed
- Offer discount code
- Show social proof
- Create urgency
TikTok Ads
Ad Formats:
- In-Feed Ads (like regular TikToks)
- TopView (first ad when app opens)
- Branded Hashtag Challenge
- Branded Effects
TikTok Creative Tips:
- Native feel (not like an ad)
- Trending sounds/music
- Fast-paced editing
- Clear CTA
Analytics & Optimization
Key Metrics:
- CTR: 1-3% is good
- CPC: $0.50-2.00 is good
- CPA: Under $30 is profitable
- ROAS: 3:1 minimum (3x return)
Optimization:
- Turn off ads with CPA > $50
- Scale ads with ROAS > 4:1
- Refresh creative every 7-14 days
- Test new audiences constantly
Common Mistakes to Avoid
❌ Too small budget ($5/day doesn't work) ❌ Too many ads at once (test 3-5 max) ❌ Giving up too quickly (need 3-7 days data) ❌ Not testing creative (static images get old) ❌ Ignoring mobile (90% of traffic)
Advanced Strategies
Lookalike Audiences:
Source: Past purchasers
Similarity: 1-3%
Location: USA
Size: 2-5 million
Dynamic Product Ads:
- Automatically show products people viewed
- No manual ad creation
- Highly converting (4-8x ROAS)
Master ads = Print money 💰