Technical Setup Before You Start

How To Setup Meta Business Suite

You don’t need to setup a new account with a new email address. Log into business.facebook.com with whatever Facebook user account you use to manage the Facebook Page you want attached to your new episode ad.

Setup your Meta Business Suite Account Here

Meta Business Suite is a one-stop shop where you can manage all of your marketing and advertising activities on Facebook and Instagram. It centralizes tools that help you connect with your customers on all apps and get better business results.

Whether you’re using it on desktop or mobile, Meta Business Suite makes it easy to view notifications and respond to messages quickly. You can also create or schedule posts, stories and ads for your business, and you’ll find helpful insights to optimize your efforts as you go.

How To Setup Meta Ad Manager

You will access your Ad Manager THROUGH your Meta Business Suite, but it still has some setup processes like adding your credit card.

Ads Manager is your starting point for running ads on Facebook, Instagram, Messenger or Audience Network. It’s an all-in-one tool for creating ads, managing when and where they’ll run, and tracking how well your campaigns are performing towards your marketing goals.

With the Ads Manager app for iOS and Android, you can keep an eye on your campaign while you’re on the go. Wherever you are, you’ll have the power to create and edit ads, track their performance, and manage ad budgets and schedules.

Setup your Ad Manager Here

How To Link Your Facebook Page and Instagram Account

You’ll want to make sure your Facebook Page and Instagram accounts are linked, and in your business manager so your ad can reach both platforms seamlessly.

Add an Instagram account to your Meta Business Manager, Here

How to connect or disconnect an Instagram account from your Page, Here

How To Setup Facebook Pixel on Your Website

If you want to eventually target your website visitors on Facebook or reach more people on Facebook that LOOK like your website visitors, you’ll want to setup a Meta Pixel on your website. You don’t have to do this for your first ad, but it will likely be helpful to you over time.

The Meta Pixel is a piece of code that you put on your website that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website.

You can use the Meta Pixel to:

Make sure your ads are shown to the right people. Find new customers, or people who have visited a specific page or taken a desired action on your website.
Drive more sales. Set up automatic bidding to reach people who are more likely to take an action you care about, like making a purchase.
Measure the results of your ads. Better understand the impact of your ads by measuring what happens when people see them.

Set up and install a Meta Pixel, Here

Your Ad Checklist

MEDIA

Decide whether you will use a still graphic (image) or a video to promote your episode.

We recommend using a 1920 x 1080 video and REEL. Meta will place your single ad in different areas of Facebook and Instagram. It will appear in a user’s regular feed, REELs area, stories, marketplace, and other areas. Therefore, we like optimizing the ad’s appearance in those specific areas to improve performance. You use the 1920 x 1080 video or a square video as the main media, and then we will optimize the video for REELs and Stories using the REEL-sized video. You will see how to do this in the crash course video above.

Hot tip: if you’re producing YouTube videos for your podcast, you could use a tool like Opus Pro to produce a REEL. From there, whatever video Opus Pro scores highly, you can produce that clip in 1920 x 1080 using whatever software you used to create your YouTube video.

You can find templates here if you need help creating an episode graphic or REEL with branding at the end.
AD COPY

Primary Text

The text you see above your video or image is like the standard text you see above a post on Facebook. Call out your ideal listener and tell them why this podcast episode will help them! Don’t give away the meat of the episode; craft copy (aka marketing verbiage) to show potential listeners why they need to tune in.

Headline

Make sure your headline is SHORT and uses active language. It can be a version of the title of your episode. While I think this is obvious (you’d be surprised), the headline must be specific and relevant to the link the person is about to click on. In this training, we want people to click through to listen to a specific episode, so it’s likely that the headline is also your episode title or a version of your episode title.

Description

The description won’t be seen on every version of the ad produced by Meta. It’s what you see beneath the headline and display link on your ad. The description should be a very short preview of what the person is clicking on. For example, “Learn how to launch a social good podcast in this episode of the Idea to Impact podcast.” The description should be clear and relevant to the link they are about to click on.
URL/LINK

The link you use for the Call To Action button, Listen Now or Watch Now, on your ad needs to go to a specific episode either on YouTube, Spotify, Apple, or your website. Do not make this person search for the episode; the call to action button should take them directly to the episode on whatever platform you want to see growth.

Your Ad Should Look Something Like This

Sorry about my face; it’s just how it is. You’ll get the full ad preview in the crash course, but I want you to see how the checklist applies to what the ad actually looks like.