In 2014, Ohio local Zack Danger Brown ran a Kickstarter campaign that raised a whopping 55 THOUSAND DOLLARS


A Potato Salad.

Someone actually raised $55,000 for a potato salad simply because he asked.

Advertisements are a lot like asking. Advertisements are you asking potential customers to check out your business and potentially book with you.

And you need to ask. We know this from the world of dating. Think about it, no one’s going to come to you. You can’t sit in the corner of the bar like a creep and expect anyone to approach you. You need to go out and approach them! Go buy that girl a drink! Contrary to popular belief, chivalry isn’t dead. Ads are the way you approach people online and a great way to quickly get customers to your site. The two easiest ways to get started are Facebook ads and Google ads. Today, we’ll be focusing on Facebook Ads. However, if you’d like to master Google Ads, we’ve got a supplementary piece here.


Here’s a quick walkthrough:

(Note: There are better ways to do this, but this is a great way to get started)

1. Jump onto Ads Center

From your Facebook Page, jump onto your Ads Center. If you don’t have a tours and travels Facebook Page, you’ll have to set one up first.


2. Choose Your Goal

After you click promote, you’ll be able to choose your goal for the Ad. We recommend Get More Website Visitors.

3. Choose Your Audience

Here you can select your audience’s gender, geographic location, age and interests. Though it can be tempting to narrow down the audience because you’re familiar with the kinds of customers you get, it’s best not to. The reason is quite simple, Facebook will do it for you. Facebook often tries to serve your ads to people who respond best to those ads.

For example, if your customers were between 20-35 and you set your audience between 18-65, Facebook will serve ads to all these users and begin excluding the audiences who don’t respond well. The users who respond well may end up being users between the age of 22-38, which you could’ve missed out on if you had set the age limit.

4. Select Your Image

Next, you’ll be able to select the image for your ads. Remember, the image is one of the most important elements of your ad, so pick carefully. Everyone’s going to respond better to a well-groomed person buying them a drink than someone who isn’t. Your photo should:

  • Be high-quality
  • Have bright colors
  • Involve a person enjoying the activity
  • Be at least 900×900 pixels
  • Have minimal texts


5. Craft Your Headline

Now you’re going to need to craft your headline. Think of this as your opening line when you’re buying her that drink. If you open with a cheesy line like “Do you know how much the Polar Bear weighs? Enough to break the ice”, the only thing that’ll be breaking is your dignity. It may seem contradictory but with headlines, less means more. Facebook recommends between 25-40 characters to maximize engagement. Within those characters, you need to give them a reason to click. Here are some examples of things you could include:

  • List a benefit
  • Spark curiosity
  • Ask a question
  • Come up with a few, and tests all of them. Choose the one that performs best!


6. Craft the Copy

Once you’ve got your headline. You’ll need to write your body text. The character limit here is 90. Again, you want to trigger some sort of emotion that’ll convince your customers to click. However, this should be more benefit-oriented as if your customer is reading this, they’ve already read the headline and taken some interest. Remember, you’ve already broken the ice, she’s interested, how do you ensure she doesn’t lose interest?

7. Define your Budget

Finally, you’ll need to include your budget. How much are you willing to spend on your ads? Facebook will give you a rough estimate of the number of people who would be exposed to your ads. What’s your daily capacity? Based on that, figure out how many people you’ll need to reach and adjust your budget accordingly.

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You’ve made it to the end of Chapter 2.

We’re excited to see your ads! To ensure you make the most out of your ads, download our Facebook Ads Best Practice Checklist below!

If you’d like to learn about Google Ads, click here.

If you haven’t already, check out Chapter 1: Website.

Once you’re ready, check out Chapter 3: Social Media.

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