Advertise your Fitness Business on Facebook | 2021 | Rita Zinger | Skillshare

Advertise your Fitness Business on Facebook | 2021

Rita Zinger, Facebook Advertising Expert

Advertise your Fitness Business on Facebook | 2021

Rita Zinger, Facebook Advertising Expert

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38 Lessons (2h 37m)
    • 1. Introduction to this Class

      2:59
    • 2. Let's Talk about Fitness Industry

      1:10
    • 3. What is Fitness Industry

      4:19
    • 4. Targeting for Fitness

      4:04
    • 5. Campaign Objectives

      2:27
    • 6. Marketing Strategy

      7:38
    • 7. Landing Pages

      3:52
    • 8. Ad Examples for Fitness

      6:30
    • 9. Ad Creation: Headline, Text, CTA

      6:23
    • 10. Facebook Policy

      2:44
    • 11. Facebook Advertising

      4:54
    • 12. How to open Ads Manager

      1:41
    • 13. Ads Manager Set up

      2:19
    • 14. What is Pixel

      7:10
    • 15. Pixel Installation into the Wordpress

      3:22
    • 16. Pixel Helper extension

      0:59
    • 17. Pixel Custom Events - Part 1

      1:08
    • 18. Pixel Custom Events - Part 2

      4:42
    • 19. Pixel Custom Events - Part 3

      2:22
    • 20. Create Conversion Campaign

      12:20
    • 21. Setting Up Targeting in Ad Set Level

      6:38
    • 22. Ad Creation | Part 1

      8:38
    • 23. Ad Creation | Part 2

      5:03
    • 24. Creating Lead Generation Campaign

      8:57
    • 25. Leads Extraction from Facebook

      1:16
    • 26. Campaign Status

      1:23
    • 27. Audience Type on Facebook

      5:55
    • 28. Custom Audience

      5:40
    • 29. Lookalike

      2:52
    • 30. How to use Lookalike & Custom Audiences

      1:29
    • 31. What is Optimization

      0:44
    • 32. Optimization Rules

      3:07
    • 33. Time Range Menu

      1:55
    • 34. Columns

      4:49
    • 35. BreakDown Menu

      5:36
    • 36. Campaign Optimization - LIVE example

      5:57
    • 37. Show Case for CrossFit Gym

      3:28
    • 38. Class Summary

      0:33
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About This Class

Do you have a Fitness Business that you want to promote? This Class will help you to generate Leads or Sales for your Fitness Business. 
THIS IS PRACTICAL CLASS + REAL SHOWCASES 

Reasons to TAKE THIS COURSE right now!

  • Lifetime access to all lectures!

  • Online support for any question via Private message or Facebook Page: "Rita Zinger - SociaLink"

  • Everything that you will learn in this course is original and tested!

What will you learn in this class:

  1. Why you should advertise on Facebook
  2. How to Create Marketing Strategy for the Fitness Industry
  3. How to Create your first campaign
  4. How to Optimize (improve) your campaigns
  5. How to set up Facebook Pixel (tracking) 
  6. How to build ads that work for Fitness Industry
  7. How to set up your Targeting for Fitness Industry and much more.

ENROLL TODAY!

Start Promoting your Fitness Business Right Now.

Meet Your Teacher

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Rita Zinger

Facebook Advertising Expert

Teacher

 

Hello, My name is Rita! I am a Digital Marketer and Educator. Nice to meet you :) 
You'll find many classes about Facebook Advertising, that will teach you how to advertise your business or how to become a Campaign Manager for an Advertising Company.  

Everything I teach about is based on my personal experience, I try to make my courses as practical as possible so that you will learn only the things you will really need. 

About me:

I work in Marketing space for more than 9 years now, running campaigns for different companies all over the world (the United States, Germany, United Kingdom, Australia, New Zealand, Canada, and more). In this time I managed advertising budgets from $1000 to $500K per month and ran campaigns for F... See full profile

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Transcripts

1. Introduction to this Class: Hi there. My name is margherita Zynga or you can call me Rita for short. I'm a digital marketing consultant and educator. I've been in this industry for over 20 years now. It's about the time when Facebook just started to be popular. For starters, I was working in the corporate world in order to get as much experience as possible and to learn how to work with big marketing budgets. Today, I work as a consultant and educator to help small and large businesses to get more sales or clients. My favorite industry and industry that I specialize in is fitness. And since I'm a fitness addicts myself, it makes it easier for me to understand every aspect of this industry. In addition to that, since I'm a number one customer, I can use this knowledge to apply to my marketing strategy. As for advertising platform, Facebook is a great platform to use when it comes to fitness advertising. And we're going to discuss in more details in this course, why is it so Facebook has become the largest social media platform with over 1.69 billion users in 2020. So just think about it. It's a crazy number and what kind of potential can it provide for your business? And the greatest part about it? And you didn't even need to be a marketer in order to understand how to advertise your business on Facebook. What you really love about this class that is purely practical. I will show you exactly what steps you need to take and what do you need to do in order to promote your fitness business? We're going to talk about a lead generation and Sales for fitness industry. And I'm going to show you some of my case studies that's been very successful. In addition to that, I will show you my marketing strategy and what did I do in order to succeed? So are you ready to start? One more thing before we go? I want you to be as engaged with this class as possible. Ask questions, share your campaigns, share your results. All the studies show that the more engaged you are, the better you learning. In addition to that, I invite you to join our Facebook login group. Follow me on any of my social media channels and serious him. Feel free to reach out. I know you're going to enjoy this class and we're starting right now. 2. Let's Talk about Fitness Industry: Let's start this class and talk about fitness industry. When you talk about fitness industry, it can be really anything. We can talk about service providers that you can offer your clients different services, Pilates, Yoga, bodybuilding, martial artists, you name it. There are unlimited amount of different services that you can offer. In addition to that today, you can offer the services both online and offline. On the other hand, you can sell different fitness products. It can be fitness closing or it can be a fitness supplies like brought in shakes, creatine, and others. So when we talk about a fitness in general, it's a huge, huge industry. And in this course, I'm going to teach you how to advertise for anything that is related to fitness. So let's continue to our next lesson and let's see why Facebook advertising is really a great solution for you to advertise a your fitness business. 3. What is Fitness Industry: How to generate leads for fitness. Let's start with a general discussion about fitness industry. What is fitness? Fitness industry includes any person, company, or intensity that focuses on exercise, health, and overall maintainance of our body. If we're going to look at fitness definition on Google, we may find that it may include GMs and fitness centers, personal trainers, fitness equipment companies, foods and supplement companies, closing companies, sporting goods companies, and so on. So basically, a lot of different companies can be related to fitness industry. While the main goal of the fitness industry is to provide services and products that promote health and wellness while drawing a profit from people's participation within the industry. Visual product. Don't you agree that fitness is a visual product? It's really beautiful product to advertise. Whenever you type fitness on google, you will see on the beautiful images, beautiful people, amazing sport activities, and everything that is related to fitness. Fitness can be aesthetic. It can show muscles for Bob chondrules. It can show human body aesthetics, control muscles. For example, if we're going to look for a fitness on Shutterstock, Just look at those images that we're going to find here. Sure. It's not just women's body, its fitness equipment. That looks amazing. This is, you can't drill, it's all that this is a woman or man. Yeah, probably enhance a woman, but definitely look at this collection of jazz healthy stuff that is related to fitness or the sample ads, or this man that is sitting in darkness with some cattle balls near him. That's amazing. Group training here looks awesome. And this is a simple picture of someone just showing their sneakers, is it's great dance. You find it beautiful. This is a really visual product. All the pictures here show some kind of activity. It's an active body. Someone is working out, someone is sweating and even if they do, even if they sweat, like you see on this picture, it's still looks amazing. All this activity or this body movements, it's all beautiful. That's why we can really say that everyone loves fitness and everyone wants it. Everyone wants a feed by. Everyone wants to move like that, to dance like that, to leaf-like that. Everyone wants it. People are constantly talking about getting feed, getting cheap and vision to have more time to work out. And another great thing about fitness, that it's suitable for everyone. Well, not many industries can say that about themselves. Fitness can definitely say that everyone can do it. Everyone can workouts in different levels, of course knows everyone can work out in the same room, but we definitely can have children working out, or older people working out, women, men. We can have them all. So everyone lust fitness and everyone can do it. Now let's talk about fitness products. As we already said, when we were defining what is fitness. Fitness products are fitness centers, personal trainers. So personal training is fitness products, fitness equipment, foods and supplement companies closing and different sporting goods. And the last thing, but not least, fitness industry goals. The most popular goals for the fitness industry are to promote events, to generate leads, or to generate sales. 4. Targeting for Fitness: So let's talk about targeting for fitness industry. As we said, everyone can do it, but when you advertise, you can't actually advertise to everyone at the same time. It doesn't matter what are you advertising if it's a gene or if it's a personal training, you still can provide the services to everyone. You can provide those services simultaneously. Two small children and for example, two women or two older people, like 60 plus. That's why it's important to concentrate on different groups of people. Concentrate on children, for example, if that's your specialties, or concentrate on women or just a man, concentrate on different groups of people. If children is your specialties, advertise to them if grown-ups. So split women and men to a different groups because your message needs to be different for those groups, women are usually want to get fit. They don't want to grow muscles. That's at least what I hear from women. And men usually want to gain muscles once again, wait. So thus different messages to different groups, even if you provide the same services, even if you provide, for example, across the training, it will be the same training for women and men, but your message is going to be different for both of those groups. So test those groups, see how they perform it. Don't target everyone at the same time with the same message. It's simply wrong. Think about yourself as a fitness consumer. You're definitely have your own goals. If has to gain muscles or if it's too loose weight, those two different goals. And that's why you need to test different groups of people with different messages. It's really important if you providing location-based services, we're only in services. Those are also two different targeting options. So if you have an option to trends among via Zoom for example, since this year is really relevant feature. So if you have those services, you definitely need to consider in targeting not only in the city that you live in, but maybe in the whole country or state or whatever location is suitable for you if it's in their speakers. So you can target not on the in you ask, you can target Canada, Australia, even Singapore, like you don't really have limits here. And if you speak other languages as well, you can definitely go and target worldwide. But if you provide off-line services as Jim or as a CrossFit box, you definitely need to target local people because targeting all the areas 1B relevant, you want to show message only to people who either live near your regime or work near your gym. And as we already talked about, use different messages for different groups. There are groups that want to lose weight, so you need to offer them specific message. There are groups that want to gain muscles, offer them a different message from those who want to gain weight. Don't target those people together, and it doesn't matter if you are talking to men or women. Thus, messages need to be separates two different routes of people. Use different interests. On Facebook, there are interests for people who are looking to gain muscles and their interests for people who are looking to lose weight. So you need to target different people while you are shown them different messages. 5. Campaign Objectives: In this lesson, we're going to talk about campaign objectives. There are lots of different campaign objectives that you can use on Facebook. And it really depends on your goal and your marketing strategy. And for example, if you are new on Facebook and no one has seen your GM before or are familiar with your personal training program, you should start to engage people. Just show them that you exist, just to get them familiar with your brand, with your company, and not really asking them for anything. At this first stage. This is how I would suggest going about your advertising it first. And then after getting a little bit of traffic to your Facebook page or to your website, I would definitely continue with traffic or conversion campaigns or even lead generation. Everything depends on your personal goal. For this course, we're going to concentrate on most popular campaign objectives on Facebook, like lead generation, like conversions. And then I'm going to show you templates for marketing strategy that I use for my clients in cases where they are really new on the market, in cases where they work offline and online. So let's start first, let's talk about lead generation on Facebook. Lead generation is there to collect leads directly to your Facebook page. If you don't have a website is the best way to start. If he needed to collect leads in order to generate new customers. That's the way to go. To Create lead generation campaigns. You will have quick response and the setup is really easy on Facebook. I will show you exactly how to do it later in this course. As for conversion campaigns, you can collect leads with conversion campaigns via your landing page or your website, you need to use pixel tracking codes that Facebook provides you in order to track all of your traffic from the website. Otherwise, you want know how many people are visiting your website and Facebook. One, be able to run those campaigns if you don't have tracking set up on your website, but don't worry, it's really not that hard as it seems. I will show you exactly how to do it. 6. Marketing Strategy: In this class we are going to discuss marketing strategy, just general discussion, just for you to get an idea how to approach your advertising for different business types. We're going to discuss what should you do when you're just starting its new business and it's an offline business. In this case, you don't have any clients yet. You're just starting to create your website or your just starting and creating your Facebook page So you're completely new on the market. Then the second type is business that has cleanse. So we are talking about business. Who is she running things for? Maybe a couple of years or at least a couple of month. So you already have a client base. In this case. You probably have a website page and Facebook page already. And we're going to talk how to use them for your advantage, for your advertising. And of course, in your own business. In case of online business, that already has been running for a while, is the same idea as business that has client base. But the only difference for all and business that it doesn't matter where are your clients located. You simply don't really have those limitations. I will attach a template for marketing strategy and we are going to have a look at this template right now. It's a very basic template that supposed to be general for everyone. And we are going to start with new business that has no clients. I'm going to talk about offline business. But the only difference to online business is that you don't have limitations for your location. If you're going to run an advertising, you don't really have limitations for your locations, so you can target the whole country or worldwide as you wish. So for step number one, I always recommend my clients not really start with generating sales or leads. Since you're new and your Facebook pages new and your website is new, you didn't have any followers yet and your content one beat trustworthy yet, since you don't have anyone who follows you, you didn't have any interruption whatsoever on your social media. So the first thing you need to do is to increase this interaction and to get few followers for your page. Just in order for people to see that your pitch has been running for a while and they can trust you if other people are following you, it seems legit, and they can then go ahead and buy something from you. So the first step that I recommend to run for at least two up to three weeks is branding campaign. You can use engagement campaign and video views. It depends on what do you have, what type of content to have advertised? A general idea, let people know about your business, uh, let them be familiar with you and your services. The main goal of this step is to collect audience and to make a bus in your area. Or in case of online business in area you are targeting in. And the step number two for this strategy is, of course start collecting leads or collecting sales. For this step, you're going to use lead generation or conversion campaigns. And time range that I actually recommend for you is one month. You need to test different audience. You need to optimize your campaigns to figure out who is your perfect customer. That is your goal, of course, besides collecting leads and sales, whenever you are going to figure out who's your perfect customer, you are going to generate leads and cells without any problem. So that is your goal for step number two. For your audience here, you need to build lookalikes From the audience that you collected in step number one. And you need to optimize audience that you used in step number one, if you are not familiar with what is a look-alike, we're going to talk about it in more details in this class. And the next marketing strategy that I would like to recommence and go over with you is for businesses that have cleansed base. So for businesses that's been running for a while and have some clients that they can use in order to advertise correctly. So for step number one, I recommend to update your offer if you wanted to start advertising and you're actually going over this class right now, it means that something isn't working or you don't have enough clients or cells yet. So what I recommend is to update you're offered as simple as that. Maybe you can offer free shipping or maybe you can offer a discount of four, a France of your costumer or something like this. So think about something attractive that you can offer your current clients. And you can run those ads are for awhile, for at least for a week. Just to see the reaction of your current audience. Talk about advantages of your product or services. Talk about advantages of Eugene. Show additional information may be your given clients do not know everything that you have to offer. So you can add this information up and you can promote this copy to your current customers. So for your targeting US urine customers, use France of your Facebook page, your followers, and use your Facebook page followers. Of course, if you have any, your goal here is to improve your current offer and increase customer's loyalty. Then in step number two, by the way, you can do those both steps at the same time. You don't have to run them separately in case you already have a client base. In step number two, you can start collecting leads and sales. You're going to use lead generation and conversions campaigns and Stan branch, that R command for testing period is just one month. You're going to build a look-alike from your current customers. If you have a list of current customers, you're going to use it, then you're going to build a look-alike based on your Facebook page followers if you have enough, and your goal is to generate leads and sales. I'm going to advertise this template to this class so you can download it whenever you want. As for online businesses, St. marketing strategy works for them. The only difference is the location based targeting. You don't have limitations for your targeting location. 7. Landing Pages: And since we already started talking about London pages, let's discuss it with a little bit more information. What does landing page? Rarely. What is it? Landing page is a one-page website that has your message on it. And it has form in the center. Either is there to sell a product, just one product, you can buy it from this page. Or is there to collect leads? It means that you want to get more customers. And even if you have a website, you should really consider using the London pitch because on landing page, you can use a really short and clear message. If on your website you would really include all the information about yourself, about your team, your services, about people who you work with a maybe some pictures from your gym or your trainings. Here on landing page. You will keep it short. You will keep it clear. And if you want to collect newlines, This is exactly what this landing page is going to do for you. Now, I will show you some samples for different landing pages with different messages. So the first one is going to be sign-ups for Jim is just a random landing page that I found. So don't relate, say kids as too serious. I will leave this as class materials so you can go on and see it by yourself if you want to use this landing page as an example. But let me just show you what exactly do I mean by a clear message. As you can see, there is only one sentence that is really standing out. And you see this, you need to sign up today and you can sign up for free one day trial pass. And here on your right, you have a form to fill in, so it's just a sign up for the gym. Everything else here is just additional information. I really doubt that someone will go down here and start looking for anything additional shins, almost 90% of people today are browsing their Facebook from their mobiles. Here is another London-based example for CrossFit gym. And it's really clear and it's really shirts. This time. They do have some more information here, but they still have another forum for people to fill in. So this is just really clear and simple landing page, introducing course and you can sign up for it and you even have a price right on your landing page. And another landing page is for personal trainers. Here has a personal training websites. It's not really a landing page. She's not using a form right here. So if I want to contact her, I need to go into contacts and then I can leave her a message. I would not recommend doing it like this. I would recommend to have a sign-in form right on your homepage because otherwise I won't read all of these from a mobile, even if it has really great information and it has really great pictures here, is just not that easy to reach out in case I'm interested. So that's what landing pages are supposed to do. They suppose to be simple, they supposed to be short, and people need to be able to reach out to you in just a few clicks. 8. Ad Examples for Fitness: In this class, I'm going to show you a few examples and we're going to see what to do and what not to do. So let's start. Here we have different ads from Zumba Fitness and Planet Fitness. So everything that is related to fitness, just take a look at those images is really clear to you what a bay advertising, even without reading the text. I don't think that everything here is clear. We definitely can understand that there is something going on, on the first image, something about zooms. So it's only in training probably. Then on our second ads, we can see the lady standing, but I can't really connect her to fitness. It may be closing ads or it can be something else. Maybe some maybe some kinds of entertainment, maybe concert because she's smiling. And then the third ad is really clear. They have a clear image, a girl and T-rex. So we do know that it's fitness add. If we would not look at their Facebook page name, it will be really hard to understand for Zumba Fitness, and that is actually Zumba Fitness. Let's face it, Facebook is really visual social media platform. And not everyone has time to read because we don't really go in Facebook in order to purchase something. That's why your image is really important. Your image needs to send out and people need to understand what is going on straight from your image. So even if the copy here is okay, they take a zombie instruction online. It sounds okay. I can understand that it's Zumba and zone based fitness. And what are they offering me just from their headline, but their image is not standing out and their image isn't clear. So you need to think about your image as well as about your message. Let's take a look at copy for Planet Fitness. Now, open at blend fitness, your health and safety has always been our top priority since we're reopened and so on. It's not bad. I would recommend to have a shorter message. For example, the most important part here is joined today for just $1 down with no commitment and so on. So this is the most important part of their message. Thus what they need to have in the first sentence, since it's very attractive offer, they need people to see it first and then they can say whatever they want, no operand. And two, where are they located and so on. So the first message that they need to show people is the most important message. The same thing goes for zoom. Fitness adds starting and you journey can be intimidating. Well, I'm really disconnected right now from fitness. If I'm looking at the picture in the middle and then I'm reading the first sentence here, it's really unclear to me, what do they want? Then we have what with the resources and tools zoom but provides you can assure you get everything you need to start teaching virtually and get rewarded. So this is the most important part. Start teaching virtually and get rewarded. And that's what they need to have in their headline or in their first message. Even if they're a copy is really correct. We are not looking for zoom bar on Facebook where I'm looking at pictures or where friends. That's why they need to get our attention by providing us with the most important piece of information first and then providing us with more information. Same thing goes for their ad number one. Another example here is another planet, fitness and CrossFit, Invictus. This is very popular crossbite in us, so I just wanted to see what ads do they use? So4 Planet Fitness, their ad copy is really good this time. They have joined for $1 down and ten amount in their headlines, it's very clear. Instead of image they have a video will play automatically and video shows there, gm. So I cannot be mistaken here. I can see that it's Jim. I can see price right away. So it's really clear and short message and I'm sure this ad is very successful. So good work to them as four CrossFit Invictus. Let's see what do they have? They use a girl that holds plan in the middle of her living room? Well, it can be fitness, it can be Yoga, it can be anything actually. So it's not that clear. And the fact that girl is not freely in the center of an image, and we, we'll be seeing more of her apartment than the girl herself. Well, it's not the best choice, but it's not that bad. Then for their headline, they have 21-day bodyweight program. Okay. But what do they offer? They offer to download the program, so all right. That's just a program that they are advertising. Stay healthy and in shape while working out at home. This is a good sentence. This is really good opening sentence. We know how important health and fitness is to you. So we made these free, or that's a great one. That's really great ones. They're using their copy correctly. They have great opening sentence. I would definitely improve that picture buds for their message. It's, it's a good picture. Yes, surely I agree that they used it, but it's not really going to be super attractive on Facebook. So just keep it in mind even if your picture makes sense for bodyweight program and for working out at home, it makes a lot of sense to use this picture is not the best picture on Facebook two years since once again, you're not really looking for any specific products. So the picture that you need to use in your advertising needs to actually gets people's attention. 9. Ad Creation: Headline, Text, CTA: Okay, now when we talked about add examples and we saw different ads of different genes and the CrossFit GM's, let's talk about Ad Creation and let's talk about what we learned from those ads. First of all, let's talk about images. Images, or your creatives. They need to be high quality images. You can't use blurry images or images of a moving object that is unclear. So you need to use clear images and really high-quality images. Use Shutterstock or similar services. The good thing is that Facebook actually works with Shutterstock. So you don't really need to pay for any pictures on Shutterstock. When you're going to create your ads, you're going to search for a specific topic on Facebook, for image on specific topics. You're going to receive an image for free. So that's a good news for you. And we'll definitely going to show it to you in more details later in this course. Add text to your image. If you have an opportunity, if you can use Photoshop or if you don't know how to use it, use Canva, it's a free website. You can create beautiful ads there, so you can add a little bit of text on your image. What kinda text should you add? You should add a call to action, or definitely something important. If it's a prices you're offering, if its event that you haven't and you want people to see an event date right away. So that's what you need to put on your image. Otherwise, you can use your headline and your general texts on Facebook. It's going to be enough. Okay? So what about your headline? What should you use in your headline? I would recommend to use something that is called call to action. For example, join now, cause today, registered today. Something that will move people to do some kind of activity with your Facebook page, your website, and so on. So people need to know exactly what is it you want them to do. And the most important thing about your headline on Facebook, it needs to be just one sentence. You don't really have any limitations for how long it should be on Facebook. But don't use it against you. Use just one sentence there because your message needs to be short and clear. So for your texts, I would recommend you use two or three sentences. You can definitely use more than that, but two or three sentences to be very important. So the first one needs to be very clear and it's needs to be the message itself tried to build your offer that way that you can actually have it in one sentence. And if you already have your main offer in your headline, don't copy it into your text. Use slightly different message there or add some more information there. Don't use the same text. List your advantages. You can use your text to list your advantages. Why not? You can talk about different prices. You can talk about equipment location would ever is your advantage? You need to listed in your texts, use different languages for each audience group. We talked about it. Well, we talked about different audience. If you're using different groups of people, you need to refer to them differently. In women, do not like to hear about muscle gain. Talk to them about good-looking body, about feedback, about different advantages that they will have if they're going to use your services. If men would like to gain muscles, you didn't need to talk to them about calorie burdens. Because once again, muscles. So you need to talk to different groups of people accordingly. Provide more information about your services. As we already saw, you can provide additional information about your services, like location and other information that you think is important at this point in your text. Add your address and contact details. Of course, that's a very important step. You can add it as a last sentence in your text just in case people go into, go through your ad to look at more information, they would like to know where are you located if you provide an off-line services, if he were a gym, for example, you need to have your location in your ad as well. People don't usually go to your website right away. And they would like to know where is Jim located? Use emoji. Yes, as silly as it sounds, and it really helps to have your text standouts. You can use different images from Facebook and there are a lot of images that you can use. So they're really help for your text to stand out. Don't overuse them. For example, use them in your first sentence, which is the important sentence for everyone. And you can use one or two modulus in the rest of the text. I have a template for you with different add samples, so I will leave it as resources for this course. You can download that after this class, take a look at it. It will be really helpful to you if you're just starting, you can either copy it or change it and add their your personal details. Another thing that I want to talk to you about in more details is called to action. As I said, you can use call to action in your headline. So let's talk a little bit more about what is called TO action. A call to action is a marketing term for any device designed to prompt an immediate response or encouraged and immediate sale. So this is a basic definition. I also collected a some examples for you that you can definitely use for your advertising. 10. Facebook Policy: Just before we are going to start with your first campaign, let's get familiar with Facebook ads policy because it's very important to know what you can advertise and what should cans before you start. The Facebook policy is long and it's big. It's not that hard. You can go over it. Very simply, a will leave a link to their policy right here. And for fitness industry, the most important policy to know is policy number 19, that is called personal health. So let's go over it together. Personal health policy looks like this. And basically what it says that you can include images are full or non zoomed figures. I don't know why you can use picture of apps, but you can zoom it in. It has something to do with fragmentation. Facebook doesn't like it. I think it's sort of points out to a human body as a sex object. So you need to show a full picture of that person. Then you can use images that focuses on physical fitness. So you can show pictures of activity, but you can't show pictures of weight loss. And so you can't actually promote a diet or weight-loss products like that. You can show before and after pictures. So make sure you're not doing that in case you are using before and after pictures, your adds one be approved on Facebook, you can show images of healthy eating habits, but you can't show images of someone on a scale because it can offense certain groups of people. So you can show it like that image, a person drinking vegetable juices, Okay. So images of someone who is eating healthy or drinking healthy are okay. As I said, you cannot show before and after pictures. So you can't show before and after pictures for hair loss. That is health departments which is not really related to fitness. Those amends rules that you need to make sure you're following for Facebook. So don't use a fragmentations of human body. Don't show ABS or any other part of naked human. Buddy showed a picture of a whole person and don't show before and after pictures or a weight-loss pictures or a weight-loss pictures, you can promote a healthy diets, healthy drinking, different sports activity. But make sure not to violate Facebook policy. 11. Facebook Advertising: Before we going to create our first Facebook campaign, let's get familiar with Facebook advertising structure in theory. So that you will understand it's better and understand how to create it properly. When you start Facebook advertising, you have a Facebook advertising account and you can see a number here. So you have an ID for that account. In addition to that, you need to have a Facebook page or an Instagram accounts. You can have them both. It's doesn't matter. It's even better if you're going to advertise both platforms. Fitness industry is really trending on Instagram as well. So the way it works is that you have one advertising account, but you can have different Facebook pages and you can have a few different Instagram accounts. Once again, you don't have to, but it is a possibility just so you know. So if you have different Facebook pages, it's okay. You can use same Facebook advertising account to advertise on all of them, including your Instagram accounts for Facebook advertising, there are three different campaign levels on Facebook. And I'm going to use this definition whenever we're talking about Facebook campaign creation. We're going to call them Level one, Level two and Level three. For level one, we have our campaign. Level two is are upset and level three is our ads. Each and every level responsible for different advertising features. Campaign, for example, is responsible for your advertising objective. Headsets, responsible for your target, him and adds is pretty clear. It's ad, it's your creative, it's your image, and so on. You can create one campaign with multiple assets. And you can have ads in each asset, or ethnically, you can have more than one ad in each asset. But I do not recommend to do it like that because Facebook system doesn't really rotate them. It chooses the best one and it kills other ones. So I recommend to use one edge per headset company level on Facebook. On campaign level, you can choose your advertising objective. You can split, test your campaigns, and you can choose your campaign budget. There is an option rate now to setup your budgets on your campaign level, facebook claims it works better. It can guarantee that when ad sets getting more money. But I personally didn't find it that good. Yes, I prefer to set up my budget on Ed's a pebble from technical point of view. It doesn't matter, it's okay if you're going to do it both ways. I recommend whenever you're starting with Facebook advertising, to set up your advertising budget on ads at a level of first. And then when you know which ad set works best, you can create a new campaign and set up your campaign budget on compelled level. Instead, exit level allows you to choose your targeting. It allows you to choose your placement. In case of Facebook, placements are Facebook. Instagram, messenger and audience Network. Audience Network are different ups that Facebook has purchased over the years. And it shows your advertising on those ups. You can choose your budgets daily or lifetime, and you can schedule your campaign or your advertising, so you don't have to start your ads it immediately. You can schedule it for next week or just for tomorrow. You can play with your timing, how ever you want ed level or at level, you can choose which Facebook page do you want to use for your advertising if you have just one, so it's okay, it's going to be there by default. Choose your creative image, video carousel and other options. Choose your landing page or lead generation form. Don't worry, we are going to talk about it in more details. I'm going to show you everything you need to know and choose your tracking. Of course, if a permissible, it means that you're tracking is going to be relevant only in cases where you work with landing page or website. In cases where you are working with a lead generation forums directly, you don't need to have a trucking. 12. How to open Ads Manager: In this video, I'm going to show you how to access your ads manager or simply how to start advertising on Facebook if you never did before. So first of all, you should have your personal profile. Yes, you should start with your personal profile. Now, when you are in your Facebook, if you already have experimented with Facebook ads, you will definitely have ads manager menu on your left. If you don't have this menu right here, maybe click on see more and check if you have ads manager menu somewhere here. If you still don't know what it is, you can easily enter it via plus sign on your right. In the right corner, click Create. And here you will have AD. So just click on ads. You will get this popup at first. If you've never advertised on Facebook before, you just need to close it and continue to your ads manager. This is your ads manager, brand new ads manager. This is the system where you're going to advertise your business. This is Facebook advertising system. So get familiar with this. And I'm going to show you how to manage your campaigns, how to create your campaigns in our next lesson, as well as how to setup your ads manager. If you're just starting. 13. Ads Manager Set up: Setting up your ads manager is actually very easy. All you need to do is just to fill in details of your business so that you will receive invoices from Facebook. Right now when you are in your ads manager, you need to go to business tools or menu. On your left, there are a few dots here. Just click on them. And you need to choose settings, Add Account Settings. So click on this. Here is our menu. If you set it up for the first time, if you need to choose your time zone, this is going to be the time zone of your advertising. So for example, if you go into, schedule your ads to run at nine AM and your local time here is Los Angeles. So they are going to start at nine AM. According to Los Angeles Time. Choose your currency. And then you're going to fill in all the other details, starting with business name, business address, business country, and so on. If you are an agency, you should say so if you are not just leave it as it is when you will finish filling in all the details of your business. Just click Save Changes and you are ready to advertise. You need to set this up properly in order to receive invoices from Facebook with your business name. Also, another useful thing that you can do here in this account setup. You can add people to manage your ads if needed, simply by clicking add people. And you can choose either they're going to be advertiser, admin, or analyst just to check your data and to tell you if everything is working fine. So you need to enter your friend's name or their email address. That way, you're going to add them to your ads manager. 14. What is Pixel: Hello again. In this lesson, we're going to talk about the pixel. Before we're going to review different campaign objectives on Facebook, it's important to understand what is fix. So why do we need a pixel? And what is pixel? Pixel? It's kinda a tracking system that we install outside of Facebook in order to track our traffic. Tracker, sales, leads, and every other objective that we have. Where do we install a pixel? We install it on our website, on our landing page, or on any other platform that is not Facebook. How do we create a pixel? We created pixel using Facebook's pixel menu. We're going to look at it in our next lesson. How many pixels do I needs? Need basically only one. I can install it on my website, on my landing page. And that basically know where my traffic is coming from. So if I'm sending my potential customers to a London page, I will know that from a pixel or if they're coming from a specific page on my website also will understand that from my pixel. What does pixel event? Pixel events is a tracking of a specific action. Meaning that if I'm selling shoes, there's an action. If I'm collected leaves, that's an action. So those are different pixel events. Let's take a look at pixel extension. We need to check if our pixel is working properly. So we are using a pixel extension on Chrome Pixel extension is called Facebook pixel helper. So we just go to Chrome web store, will look it up and we install it into our browser. Let's see how our extension works. If we go to any website and we already installed our pixel helper, by clicking on it, we can see pixel number and we can see lethal event under an effort. In this case, it says pageview, and for some reason you see that it's not really working because it has a yellow signed near it. So let's talk about pixel on your landing page. Linden page goal is to collect leads or to download an eBook register to a webinar or any other goals for the matter? Where do we install a pixel? We install pixel on the landing page itself. And it's very important to install the pixel. The Thank you page as well. So we would track those people who just visited node London page and those people who are actually doing something with our landing page and going all the way to our faint you page in the end. This is how London page looks like. We have some kind of form that collects data from us, our name, our lastName, email, or any other information. If we're going to look at our Facebook pixel helper extinction, we're going to see a few different events here. Will have a button click. Button click is actually for us, mid button. We have a page view obviously because we're looking at that page right now. And they have some kind of other events that pixel is tracking right now on that page. Those are all the events that we have on our landing page and we didn't even see Or a thank you page yet. So abundantly, pixel instead resides. I think that's a custom event that someone who created and installed that pixel deeds and name it like that. Facebook pixel is also kinda Custom Event. Pageview is really common events that we always use when we insert a pixel. Another example for HubSpot went in page. All we have for that page that collect our data is pageview and microdata. And when we fill it in and we go to the next step, we have more events that pixel is striking. We have as Subscribe button click. It means that we already finished our first step and right now we are at the second page. It's almost the same thing as we're going to track people who go to our thank-you page. We have additional event since a person already completed one step. And in this case we even have two additional pixels. Let's talk about pixel on our website. Websites goal, our usual providing information to selling a product or service or any other goal that we have on our website. So where do we insula pixel on our website? You really instill pixel on every page of our website. Of course, if you have some pages that you don't want to track your traffic there, you are not going to install a pixel on that page. This is an example for a website that sells products. Right now, on our product page, we have few pixels and we have a basic pixel event. We have a Baiju and you content, which means that we're just looking at this product right now and we're not performing any action. But if I'm going to try and bite by choosing my size and clicking by it, or go into my cart adenine soulmate cards. So we'll see what's going to happen. I'm in my clarity right now. And just notice that we have a different event for our pixel. It called initial checkout. It means that we're moved on and we are right now in our cart trying to buy our product, feeling in our content information. That's why pixel is counting that it is initial checkout because it is. So in this case, we know that someone actually tries to perform an action. And right now there are using their card. In our next lesson, we're actually going to go to Facebook and create our first pixel. 15. Pixel Installation into the Wordpress: In this class we're going to see how we setup our pixel tracking system on Facebook. So we are in our Ads Manager, from our Ads Manager menu. They can hear on those dots. We're going to go to events manager. Here is our pixel. Since it's new pixel, we don't have any activity hearing yet. So we need to set it up. And we have big blue button continue pixel setup. We can do it either manually add pixel called to our website or use a partner integration. Isn't partner integration is really easier. But if you have a website developer person who helps you, you can just email them those instructions by clicking email instructions, typing their email address, and just sending them those instructions so they can set it up for you. If you don't have a website developer, I recommend to use a partner integration. So let's click here and let's see what does it mean? Facebook works with a lot of different platforms. Some of those can be familiar to you. For example, HubSpot or magneto, Shopify into using it. This brink Woo Commerce weeks and so on. And WordPress, if we are talking about regular website and we're talking about WordPress website, or we're going to choose it here. And that's what we have. Let's select all of those features. It's going to help you to track your conversions better. So create access token. After this token was created, copy and save this token somewhere saved. It won't be stored by facebook. And let's continuum. Download the Facebook pixel extension. So you need to download it. Then you're going to click continue to receive instructions, how to do it. After you download it, you go to your dashboard, you click on your plugins and select new plugin. Then you're going to choose and install your Facebook file, the zip file that she just doubled it and you're going to install it. And that's how you going to install your pixel into the website. You're going to activate your plug-in. And here in Settings, you're going to check that everything is correct and your pixel is identical to the number that you see your screen. And you need to fill in this token as well. And that sits at this step. You can verify that your pixel is working simply by pasting your website here and checking it with Facebook. It will show you right now it's not active yet apart. When it's going to be green, you're going to see that it's green and it's active. That means that she had done everything correctly. 16. Pixel Helper extension: Let me show you how you can install your Facebook pixel extension. It called Facebook pixel helper, and by typing it in Google, this is the first result that you're going to find in Google Chrome. That's wrong. Websites store. And in order to install these extensions, you just need to click on Add to Chrome. Click add extension. And you will have it right here in your browser. You can use these extension in order to check if your website's pixel is working just by clicking on your extension rate here you will see if there are any pixels installed on that website. Let's take a look at this website, for example. Right now you see here there is a number one, so it has a pixel on it. And if we click on this big salt helper, you, we can see our pixel ID right here. So we know that this website has a pixel. 17. Pixel Custom Events - Part 1: In case we have a website with a lot of different buttons and each button does it different action. For example, let's look at this one. Here on this website. We have this button on our left, right here, which if we're going to click on going to lead us to sign up for a membership. Then we have a Start Now button which will lead us to another place. More details. Joined vigorous 75 button, Cart button and many more different buttons. Generally, what I'm trying to say that sometimes our website has more than one function. Sometimes we just want to sell some products, but we also want people to subscribe to our newsletters or subscribe for our membership and so on. So in cases where we have more than one button that we want to promote, we should use different events on Facebook to describe each button activity. Let's proceed to the next lesson and see how we actually can do that. 18. Pixel Custom Events - Part 2: This class is going to be for more progressive user. At this point, you at least need to know what is pixel and how to set it up generally on your website. So here I am in my events manager menu. It's a new interface for Facebook and it's kind of a new name for this pixel event. Previously it was called Just pixel menu. Now it's Events Manager. So from here, I have few data sources, but you may have just one. It really doesn't matter. I will choose one of those. Let us do that. So this is my pixels that all the traffic that comes into my website. I can see it right here. How many users been visiting my web sites, and what kinds of actions did they perform on my website? So let's see what do I have right now? I have leads at two wishlist, Add to Cart, initial checkout and so on. Those are all of my events that I set up on my website, something that I thought I need to count separately. So let's see how we can do it. How we can implement different events to different buttons that we have on our website. There are a few ways to do it. One way will be very easy if you are a website developer, but if you're not, if you have no idea about coding, you don't know how WordPress works or what is HTML code. And this one is definitely for you. So in order to do it, I'm going to settings. And here's my super amazing and comfortable to. It's called event setup. I'm opening it by clicking open event setup tool, a very obvious where Facebook and here it is. You can use events setup tool to add standards, events and parameters. Parameters without the need to code. Yes, that's exactly as it is. Now. You just type in your website which you want to use to implement different events to. So this is mine. I'm going to open it, just click open website. And here it is. It looks like a regular website, but you have this pop-up on your left here, which will help you to set up different events for different buttons on your website. So let's say I want to separate these two buttons because joined vigorous 75 and get the 30-day startup bug or different events on this website. So if I want and let's say I don't have the saddle deleted just for this exercise. Ok. Now events you don't see anything here. So let me start over. In order to implement a specific event to this specific button, all you need to do is just click here a truck new Button. And well, Facebook recognizes all the active buttons that I have on my website right now. I can click on any of them and I can choose any event that I alike. So let's say it's Add to Cart events and confirm it. And now it's green. So green sciences that event was implemented and I want to add another button with different events. So let's say track this button, it will be initiated checkout. I don't want to add any value to this button right now. But if it's some kind of product purchase and it does have value for you, you can do that. So just choose value on page, click your cart, sub-total, excluding tags and shipment and so on. So don't include values and confirm. Ok, I'm done for now. If I'm finished with setting up all the events on this page, by the way, you can go to any page or this website. So let's say I'm going to About section. Alright, and my pop-up is still with me. So I still can choose any different button and implemented different event to it. And I can do it with any other category on my website when I'm finished and just clicking on Finish setup. And I am looking at what I got. I have leads and add to cart and if everything seems right to me and all my buttons here a correct, I'm just clicking on Finish. 19. Pixel Custom Events - Part 3: All right, so after setting up of different events for your website, you will see them separately in your pixels data. Read here, you will see different events type. But if you're not sure that you did it correctly and you want to check that everything is working fine. You can use test events to, and you're going to find it right here on your left in a Events Manager menu. So just click here on test events. Let me clear my data here. And that's what we're going to see on our screen, will simply go into test it. So here you need to type your websites. I already have mine and click on open web site. In this case, your website will be open separately. U1 gets any popup window on your left is just clear website. You can do regular brows and features with your website. So just click on one button, click on another button, just checking to make sure that it works. Test every button that you used and implemented your events to just make sure that it worked. Then when you finished what you need to do, you need to go back to your Facebook page here, Events Manager. And in this screen you're going to see all the different events that a facebook pixel caught while you were browsing your website. So let's see, I have a couple different events like page you and view content. That is really just a classic facebook pixel which is counting my page views. It's okay. And here I have Add to Cart. This is my custom event that I got by clicking on joint vigorous 75 button, which means that my event is working. And if I'm going to click on it right here just to make sure, here you go. Url, advance matching parameters and trigger clicked button with text. Jen, vigorous, exactly what I did. Join vigorous and thus the event that is active for that specific action. So it seems that everything is working perfectly. 20. Create Conversion Campaign: Right now we are going to create our first. Let's start. So as I already showed, you, own a representation, we have three levels of campaign on Facebook, and here they are. The first step is campaigns than ad sets then adds. So we're starting to create our first campaign from the first stop from campaigns, simply by clicking on the green button right here on Create, We are going to receive these main, you create a new campaign. As we already talked about, we have different campaign types. I'm going to show you in this lesson how to create conversion campaign. So for conversion campaign, we're going to choose conversions. And the next thing that we're going to receive here, naming labels, we don't have to feel them in right here, but if you already know how to call your campaigns, go ahead. Usually I recommend to use campaign objective as a campaign name for your at setName. Since this is the part of your advertising campaign, responsible for your targeting, I'm naming it according to my targeting and for my ads, I simply describe what do I see on my image or video and so on. So for example, if I run campaign, that is conversion, I will say conversion. Let us say is Jim membership. So I will keep it short or alright, let's make it long. Former exits, I still don't know how to name it. I just put a number one and former ads, I still don't know what is going to be, so I just put number to continue. Here we go. We have our first campaign. If I'm going to close it right now, it's going to look like this. For my top number one, I have my campaign. Here's my asset, and here is my ads. Now it's time to make some changes. So if I want to change my campaign, I can change it while it's still in draft. I can still change my campaign objective simply by clicking Edit, makes sure that your campaign is selected right here. So by clicking on edit, I can change campaign type. Then down here, I can start AB testing or I can start budget optimization. Since we're just starting, we're not going to use any of those options at this point. We're going to leave it as it is, and we already chose our objective. So I'm happy with that. I'm going to continue. You can continue either by choosing the next step here, next level, I'm going to add set, or by going to add a tab, selecting your ad sets and clicking edit. So right here, our first category which we need to set up. Is conversion for this lesson, website is the right conversion. But you can definitely play with it. When you get some experience with Facebook ads, you can advertise your app. You can use your messenger or your WhatsApp in order to get cells or leads. So for this lesson, I'm going to continue with my website. For my website and need a pixel id. If we already installed Pixel, I'm just going to choose my pixel events. What is my goal right now that I want to reach? So it can be either purchases, it can be leaves, it can be any thing that you need. So just choose whatever is relevant for you. If it's working properly, it's supposed to bring green. My pixel is not active yet, so it's red, but you're going to see your pixel green. It's okay if you will have 0 events received IV, just a new pixel that sure installed in your website is, alright, just choose the right events are choosing purchase as an event, your tone Facebook to optimize. Facebook optimizes automatically towards this event. So Facebook will know that he needs to bring people who would like to purchase something from you or if you're choosing a leads. For example. Let's see, contacts or submit application. Facebook will show these ads to people who are willing to submit an application to fill in form and so on. Dynamic creative. This is the next category or offer we are not going to use in this lesson. Those are more progressive users. The next category that you need to set up, wherever is your budget and schedule. For your budget and schedule, you have a few different options. For your budget. You have either daily budget or lifetime budget. It's up to you which one to use. I recommend to start with the daily budget, of course, just to see how your campaign performing and if everything goes right, you can create another campaign using lifetime budget. You can choose your start date right here. You can choose when to start your campaign. You don't have to start with right now. And you can set an end date if needed. So it's not really necessary. But if you think that you're going to forget John, your campaign off, you can always choose your end date and your end time as well. I'm going to remove this option for now. If you work in with a left-hand budget, you can schedule your adds a little bit different. Instead of running your ad for a full day, you can choose days went to run and when not to run. And run ads on the schedule. For example, you have the whole week here and you have different hours for the whole week. So you can choose when to run it and when not to run it. It only works if you work with a lifetime budgets. But as I said already, I recommend to start with daily budget first to see that everything works properly, that you're targeting is correct, and then you can move on working with lifetime budgets. Next category right here is our audience, our audiences actually, our targeting. Let's see what we have here. The first option that we have is our custom audience. Since we're just starting, this isn't relevant for us right now, I'm going to show you in our next lesson when two uses and why to use it. What is relevant for us right now is our locations. You can choose country, CT, or even a region. So let's say we're going to choose New York. Alright? You can choose New York as state, or you can choose New York City. And you see that we have a radius here. According to Facebook, we can target up to 50 miles if you need or if you want, or we can just click here currency only. And we're going to target only New York City. If you want to exclude sample regions from New York or from other location, you just going to click here on error. And you going to choose excludes, type whatever you want to exclude. And exclude this region of form you're targeting. And other thing that you should notice for your location is people by location, is this one people living in or recently in this location and will have other options as well. Just people who are living there, people recently in dislocation, or people travel into this location. So jazz, pay attention to this. If you want to target people who live in this area, you should definitely choose people living in this location. Because people recently in dislocation thus might be people who are just traveling. So your ads might be not relevant to them. Next thing that you can choose is h, can play with it however you want. Up to u. Then there is gender, men, women, or both genders. Language right here and type whatever you need for English, you can just choose English all. And there is digital targeting. For detailed targeting, we are going to have a separate lesson. I think this one is important, but let's take a quick look at it. You have here are different categories of people which you can choose. So the first one is your demographic. 15 choose by education, finance, parents, religion should work, or by interests, business, entertainment, family. For fitness. Of course, you have sports, you have outdoor, you have sports regular, or you have fitness and wellness right here. And you can choose different spore types. And you have different behavior right here, which you can choose for your targeting depends of course, on your targeting. More options, more option. This is going to show you people who are connected to your page. This is going to be relevant for someone who has a lot of followers on their page, you can target people who already like your page or friends of those people. Next category is placement. For placements. Let's take a look at mental placement. We have a Facebook audience Network, Instagram, and messenger. Since we advertise fitness industry. And it's supposed to be very visual. I don't think you should use messenger or audience Network. I think Instagram and Facebook platforms are enough for your targeting. Then you can go ahead and see where you as going to be shown. There are going to be shown in, in feeds, in stories, in stream shear, in articles and so on. So if you think for example, that in article add isn't relevant for you, you can simply unselect this option and that's it for your placement. The next category is optimization and delivery. When you're just starting, leave it as it is without beads, without changing your optimization for at delivery. And this is our bit. We can increase it with time. But when you just start your campaign, you should live with blank as it is. And the next level that we have is our ads. I'm going to show you how to set it up in our next lesson. 21. Setting Up Targeting in Ad Set Level: In this lesson, I want to talk to you more about your ad sets, about your targeting setup. So I'm going to start with audience category because it's the most important one and you have all your targeting options here in this category. So we already looked at location and we see that h selections, very simple engender. The most complicated part or the part has, has a lot of different options, is already tell targeting. First of all, you need to know who you are targeting. So you want to have to go here and guess who is your targeting, who is audience that you want to reach? So let's say I want to target people who live in New York. I want them to be 24 up to 40 years old. And since I don't want to target both men and women, and just choose a women here. And then I want to advertise, let's say, for example, gym membership. So I'll need women who are really interested in fitness. So it doesn't matter to me what is their relationship status or if their parents and so on. Only if I have some kind of sale that is real, especially for those people. But if I don't have, it doesn't matter. What is their education or what is their relationship status. What is relevant to me is their interest and their interest for fitness and wellness. If I advertise gym membership, probably bodybuilding interest is going to be relevant in this case, or fitness or physical fitness. Running is less relevance, but maybe weight training is relevant. So after choosing those interests, I think this is enough. I'm checking what is my potential reach? My potential reaches very decent. It's 1 million people. It's more than enough. Minimum amount of people that Facebook recommend to have is 500 thousand people. So make sure that you have enough people for targeting. But in cases where we targets people who are near our gym, sometimes it's not the number that is possible for us to reach and it will be much less. So, let's say 30 thousand or 50 thousand. This is numbers that we have to work if our businesses based on location. And that's right. The important part for you is to set up your targeting correctly. So if you advertise gym membership, bodybuilding, physical fitness, weight training will be okay. But let's say you want to advertise more than gym membership. You want to advertise. Gym membership or some kind of offer to help people with their back pain. So you want to target people who are interested in fitness and in physical activity. But you want to target people who had some kind of accident or have some kind of problem with their beck. So here we already have different interests. And now what we can do is to narrow this audience by clicking here on narrow. And we can add different conditions. So for example, if you want to reach people with medical conditions and people who are interested in fitness, you're going to narrow your audience and your interest group. You're going to type, let's say back pain. I don't know if it's heaven exists but cure back in networks. Let's say that's what I'm looking for right now. My potential, which is very small, just one hundred, ten hundred people. So it's not goods interests to use. So let's say medical condition. See rich laboratory in, well, medical emergency for example. I don't think this is exactly what we're looking for. But just for this example, just so you understand how to use different interests and how to narrow your audience down. Let's see, we have bodybuilding and different fitness activity ands as our next interests, we have medical emergency. So what does it mean? It means that people who are interested in physical fitness will also need to have a medical emergency. And those are people that I want to reach. You can narrow those people down even more. But let's say that 3 thousand people is not enough for you to target, aim to at least 50 thousand. This is a good number of people to target in your area. And if you can target more, that's right. So if we did have 1 million people here, It's a great number for you to target. But if you need to target a very specific group of people, it's better for you to really narrow it down. It's also okay, but make sure that you're using proper interest here that are relevant to your targeting language. We live as it is. And this is going to be our targeting. If we'd done with setting up our targeting, we can save this audience. Save it, give it a name. Let's see, fitness, Women, New York. Let's save it. And next time, when you go in to create another campaign, you simply go into Choose already saved audience and you're not going to go over all of those options. If it's relevant for you, of course, if it's relevant for your targeting. 22. Ad Creation | Part 1: In this lesson, I'm going to show you how to create your first ad. So we already looked at campaign level and on absolute level. So right now we are in our ad level. We're going to select this ad and we're going to click edit. And here's r, s. So for your identity, the first category that we have here, you need to choose your Facebook page and your Instagram account, whatever you are working with. Then the next thing that you need to do is set up your ads. So you are choosing what format you should work with. Either it's a single image or video, or carousel or collection. So let me show you a preview. For single video or image. It's pretty clear we already saw some examples of single image or video. Let's see how we create those. So f creative. You need to choose image or video or add from catalog. So we're going to choose image. I'm going to choose image that I already use. So let's say I'm going to choose this meant with muscles. And here's how this image going to look as square, horizontal or vertical. So that's all rights and clicking on w1, k. And here are my options for text headline and description. So first of all, you need to start with your headline. Use one of the headlines that we already talked about. So we're going to use one sentence here. So let's say we are advertising gym membership. So I'm going to write something like join our gym today. And here in my primary text, I'm going to write my message. So for example, I'm going to use add sample that is shared with you. So let's say ready to crash your fitness goals journal, program jim, General Jim. And then I have all the advantages for my gym. And this is how this add is going to look on Facebook. Sprouted decent, surely clear message, shear, join a gym today, ready to crush your fitness. But do you see a problem here? We remember our Facebook policy that we can't use human body like this. We need to show full body like full person. So I need to choose a different image. So for that I'm going to click edit, Change Image changed media. Let's see what do I have? I'm going to use image of a superman just to show you how it works. So here it is. And it's pretty good. It's not really what I'm going to use in my ad, but in any case, this is what we have. For description. You can write your gym address right here, doesn't have to. But anyway, let's use this. Why not? If we have an opportunity, we can live and our phone number, our email here. And of course we're going to fill in our website's address. So Jim.com, just for example, if your website address is long, you can use display alien here that is shorter. So let's say it's going to be slashed. So for our display, we're going to use just Jim.com. And this is what is going to be displayed right here in our ads and our cold reaction button that we're going to use since we want to sell memberships. Let's see what is going to be relevant. So sign up, subscribe is not really relevant. Apply now conductors or Learn More. So let's say contact us. That's it. That is how are we creating ads are at is done. Another option that we have in our conversion campaign is to add another language if it's relevant. It's just going to adds the same ad but in another language. And there is another option for tracking category for tracking. So we're just checking that everything is working properly. If we have pixel sets up, we're going to see our pixel id here. If we tracking our conversions, we are going to see this pixel has been selected. So everything is good. We are not adding anything else here. Url parameters stay as it is. You don't add anything else here. You just make sure that your pixel is selected. And this is how you create ads. If you want to change your image and you want to use video, instead, you just click here on edit, change media and you upload a video file. And if you want to change the whole MOOC of your ads, you can play with the formats, the category that called add setup. So you can choose Carousel Ads. That's way. You can add a few different images right here. But in that option, you're going to have a few different headlines as well. So for example, if I'm going to choose image one is just an example. It's not really what I recommend you to use, but who knows? Maybe if you advertise some kind of fitness events, that's the picture that you want to use. So here we are, and we can use this picture and then we can add a headline. This is where it's going to be. Here you go. And then we're going to add another image as well. So click here, add image. This is called carousel. So that's why you're going to have few different images and a few different headlines. Select Image. I will add the same image just for this exercise. And as you see, we have another image just as it is and another place for the headline. We can use either the same headline or use different headlines. If you have gym membership, for example, for women and men, and you want to test it out in one ad. So you can include a picture of a woman, for example, and picture of a man in the same ads with different headline. This is how you can create your app. This is just an example. So carousel and image or a video ad is pretty simple. You have same formats of creating this ad. You're going to upload an image or a video that you want to use. You're going to use headline. Here, are going to write your text. And you're going to choose your call to action, as well as your website URL. And after you're going to finish, your app is going to look like this. When people are going to click on your ad, they're going to get to your websites, which you filled in right here. When you finish a setting this up and just click on publish and upload your campaign. 23. Ad Creation | Part 2: In this class, I want to show you add creation separately. Let's go all of the categories that we have in our ad level. So first of all, first category that we have is identity. Here we can choose our Facebook page. So you can choose different pages if you have them, or different Instagram accounts, which you want to use for this advertising. Next thing that we have is our ad setup. For setup, what is relevant for us is our format. For this lesson, we're going to look at basic ed form us as single image or video or carousel. You don't really need more than those. So single image and video, we saw a lot of different examples of those. And Pokhara cell is just the same ad, but with different images. You can add a finger up to send images, but be careful with it because no one is really looking at all those images. So free images will be enough for you, and for each image you can add separate headline. This is what Carousel ad means. So I'm going to keep a single image or video for this class. The next category is at Creative. We're going to click on add media here. So add image for example. And here in our image library, I want to show you something interesting. You can choose your images either from account images. Account means from your advertising account, images that you already used for your advertising. Business images is not relevant for you, is you've just starting this disruption is going to be for someone who has business manager ON feasible. It's not something important for you to know for this class. Then Instagram images, you can choose any of your Instagram images for your advertising page, images, images that you used on your page. Or there is another amazing option, stock photos. It means that Facebook works with Shutterstock and you can use any image that is available to you on Shutterstock for free. And in even says that watermark wanted B are in the final ed image. So don't worry, if you see previous here, different image previous with watermarks. Watermarks want appear in your ad. So let's type fitness, gym. Let's see what we have. We have lots of great images here. You can use what ever you like. There are a lot of amazing images. So we can use either grow or this one. So let's say that is running and there are some other people here in the background. Let us see how it looks. It looks amazing. I think it really shows us the trim activity. So whatever left for us to do is to choose our headline. So let's say illustrate with us. And really to crush you goals. And that's how it looks. Or join a regime. Or click here to join our team. Well, you need to be creative with your headline. Use description as well. Getting touch, your phone number, your email, how to get in touch with you? Websites, Jim.com. Of course, here's your own URL, your own website, and choose your call to action. This is very important part. So either it's going to be learning more, Apply Now, book NOW contact us or any other call to action that is relevant to you. Please make sure that your, for your tracking, your pixel is selected. If it's not selected, you're not going to be able to track all the activities from your ass. So make sure it's selected, make sure it's appropriate pixel if you have more than one. And that's it. That's how you set up your ads. After finishing with all of your setup, setting, your asset, setting, your, the campaign objective, you're going to click here on published in order to upload your ads and make it lie. 24. Creating Lead Generation Campaign: Retinal degeneration campaign is similar to conversion campaign, but you have a few different categories. So let's take a look at those. First of all, legislation campaign doesn't go to any of your websites or London pages. It collects lead directly to Facebook, which mean you don't need to have a pixel setup and you didn't have to have a website, which is the best part. So let's see what do you need to have? You click on Create and you choose a lead generation as an objective. And let's click continue. We're going to name this complaint later on. In your first level, in your campaign level, you're going to leave everything as is. We already chose our objective and we're going to continue to our assets. In our asset, the only difference that we have here, instead of our conversion category that we had in conversion campaign, we have pitch here. Why do we have page? Because we're going to use our Facebook page in order to collect leads. So you're going to choose your page here in, at certain level. Now you are going to continue dynamic creative for catalog. We are not going to use for this example, budget and schedule. Regular thing. It's the same as in conversion campaign. Audience. The same. Do you remember that we saved audience previously. So now we can actually use safe audience right here you have this tab and we're going to use are saved audience. Just choose whatever audience. I have a lot of different audience you need to choose from the list or you can just type in the name of audience that you saved. Placement is the same optimization, the same he or not changing anything. Sure, you're leaving it as it is. And then you're going to go to your level. In your abs level, you still have your identity, Facebook page and Instagram account. And then you have the setup. Here. You have only two options. You have either single image or video or carousel, which is again, more than enough. Then you have ADS WHO AT, well, everything looks the same. Here we have a coalition format, either is instant form or automated chat. In this class, I'm going to show you how to create form, for instance, form. It's simple, a lead generation form for automated Chet. It's a little bit more complicated, so we are going to use instant form. Works great. So it doesn't really matter. So for instance, form. We can create form from this category, just click create form. And this is what we have. We need to name this form. So let's say we're electing people for a gym membership. And this is how we're going to call this form. Then let's say we couldn't collect them in November 2020. So I'm going to name reform and provide a date here. So I just will remember what's going down here in a form type. Let's see more BLM use a form that quakes to fill out and submits on a mobile device or higher intense as a review step that gives people a chance to confirm their info. Most of the details will be submitted automatically, which means that sometimes people can click on form and just by mistake. So in order to prevent that, you need to ask them different questions. That way, there would need to choose answers to those questions. So they won claim that they feel warm automatically by mistake, and that's kinda their review of your forum. Then there is a form interim. For intro. We can change our backgrounds and we can add a greeting texts. Uh, usually do not use written texts because let's face it, no one has time to read it. And if you have another great image, you can deform to edit. But I prefer to leave my image from ads of the people will understand that this is the same ad that they clicked on. And I'm not using anything different. But if you have a picture that is similar to the picture that you use in your ads, you definitely can use it. Then the most important part here are your questions. So Fourier questions, in order to really prevent people from just clicking by mistake on your ads. I suggest to use at least one or two custom questions with multiple choices, of course. So let's say we are talking about gym membership. Let's ask them. Have you been in the gym before? And here we're going to say yes and no. Those are the only options. And let's add another question. Let's us do you know what is or how to squats? Yes. No. Doesnt not. Questions that are real came forward from them to answer those questions, to filter out all the people that are going to click on my ad just because I have a great image and they are really not interested in whatever I'm offering. So those are questions that I'm going to keep. And here what I have is field questions. This is what I need. So for this form, I'm going to use fullname. Don't think that email is really relevant. Click on add category to add more fields. So let's say phone number. Keep it short. Collect only the information that is relevant to you don't collect too much details because you have so many details here, like city-state probing zip codes, work information. Users really need all of these for you. Gym membership, advertising. So even demographic questions that may be relevant, but you don't need them here at your first introduction. So let's say full name and phone number and maybe an address if it's relevant or any other fields. So just choose it by yourself, choose whatever relevant to you. Then there is a privacy policy. If you don't have a website and let's maybe a reason why you use lead generation. You can use your Facebook URL, FISMA base URL. If you have a website, just use your privacy policy here, just feel it in customer disclaimer. Well, we don't have anything to disclaim and completion. So for condition, it's sort of your Thank you page. Thank you for submitting your details. We're going to get in contact with you in a few days or by the end of the day and then so on. So just fill in relevant details to you. If you have a website, you can definitely added here. Or you can add your phone number, which is even more relevance. Then you can click on publish when you finish creating your imagination form. And now, when we finished creating our form, our forum is going to be here. If you have a few different forms, you're going to choose between two of them. For our last category in our ads, we're going to have tracking as well. You can leave it if you have a website, if you don't have a website, just unselect this is right and click Publish. 25. Leads Extraction from Facebook: When you start running your campaign and you start generating leads, you're going to see, leads him out here in results. And you can download leads him formation of from your ads level. Simply by going to your ESL level, you're going to see the number of lives that you generated. You can click here on Facebook leads. And Facebook will offer you to download those slides. Simply download over 16 leads, or choose a date range which is relevant to your campaign. And simply download those slits. Let me just show you an example. You can download them either in Excel or CSV. And when you open them, you're going to receive all the information from those lists. You're going to have her phone number, email, fullName, and answers to questions. And of course you're going to have at 80 and name and so on. But those details that you wanted to collect, email, phone number, and fullname, Those are the most important details and that's what you're going to have in your form. 26. Campaign Status: By now, we know how to create campaign on Facebook. In this lesson, I'm going to show you what campaigns statuses do we have on Facebook? First status is very obvious. One, active campaigns, you're going to see a blue button near your campaign name. It means that your campaign is active, ends all of your assets and adds are running normally. And other status is very important one, it's inactive status. It means that your campaign is off, your button is going to be grey and none of your ad sets or as a going to run not delivering status. It also means that your campaign is all, perhaps because your assets are actually completed. Completed status. It means that you scheduled your ad sets to end on a specific date, and that date is now. So your campaign is just run out. You can renew it by going to your assets and changing your end date. The little status is kinda self-explanatory. You can still see all your campaign data, but you can't restore this campaign in review or review status. It means that you just created your campaign and published it takes Facebook from a few meters up to 48 hours to approve your campaign and actually activated if everything looks okay. 27. Audience Type on Facebook: It's time to talk about our audiences on Facebook, which are very, very important. What kinda audiences do we have? We have customer audience, we have look-a-like audience, and we have saved audience. You can the familiar by now with saved audience because you saw it when we were working on our ad set to create our retargeting saved audience. Those are actually our targeting options that we save in order to use it later in our next campaign, let's begin with our custom audience before going into any details, let us try to understand what is custom audience exactly as it sounds. This is audience that we create by ourselves. Let's see what options do we have on Facebook for that? Those are options that are available to us. On Facebook. We can collect audience that are visiting our website. We can collect audience that are visiting are up. We can upload a list of audience if we have some kind of emails, phone numbers, and so on, we can just upload this. We have video on Facebook so we can collect those people who are watching our video. We have different events. So we can collect audience who attended our events or who were interested in our events. We have Instagram. We can collect audience from Instagram as well. We have Facebook page itself. We can collect audience that engaging with our page or looking at our posts. And we also have a thing that called insulin experience. Those specific types of ads. We can call it the people that are engaging with only those types of ads. Now, let's talk a little bit. Why do we actually mean those type of audience? Well, obviously, saved audience will save us time. We can reuse them in other campaigns. For customer ends. Those are people who are already interacted with our brand, the product, or they are already familiar with our content. So we would like to keep them round in order to do some retargeting, or we're going to use them in order to create a look-alike lookalikes. They save us money and they save us time. Less joke about local lakes and see what it is. Local likes on Facebook. They're actually people who are similar to your customer dens by their characteristics. Meaning if you're targeting, for example, women or men who want to get fits in summer. So you have people with certain sets of interests. People who like fitness, people who are looking for a specific diet right now. People who are doing some kinda activities right now. Those are people with very specific set of characteristics. You want to keep them around. So let's say you already around your campaign and you already find your audience. Right now, you want to increase that number. But instead of using tourists and behavior and demographic options on Facebook, you're going to create a custom audience. And based on that, you're going to create a look-alike. So you're going to use custom audience. You're going to collect people who interrupted with your ad, since those are your target audience. And based on that, you're going to create a look-alike. In order to understand how look-alike actually works, take a look at those circle. Let's pretend that in 1% circle, there's a little circle there that contains your custom audience. Those are people who already saw your ad. Since you want to get more people to see you ads with similar characteristics. When you eat a look-alike, it actually creates audience that are similar to your customer audience. And if you go into Look, it is going to be your 1%. So those are going to be people who are very much similar to your custom audience. Another circle, a bigger 1, 2%, those other people. So we're going to get even more people from your costume audience. There are going to be also people with similar characteristics, but they will have some additional characteristics as well. And we have another circle of 3%. Those are people who do have same characteristics as your custom audience, but they will have a little bit more characteristics as well, and so on till we get to 10%. Of course, the smaller the percentage, the better your audience. But it doesn't mean if you're going to use lookalike of 10% is going to be bad targeting? No, you can test it. Of course. Maybe there are some characteristics that he didn't thought about. Maybe people who like fitness. They also read a Discovery magazine or watch or some kind of television program that you didn't even thought about it. Facebook will go into figure it out for you based on your custom audiences. So now you know all three types of different audiences on Facebook that we can use in order to improve our campaign and improve our targeting. Now, let's go into Facebook's menu and try to see it by ourselves. How we actually use each and every one of them. 28. Custom Audience: We're right now using ads manager germanium. And from here, in order to go and create a custom audience or a look-alike. We're going to click on our left, all the tools. And we going to choose audiences that are in assets category. And here we are at our audience menu. Here we have a lot of different things. But you need to look on the audience's right now. And we have three types of audiences that we've been talking about so far, our custom audience, we have an option to create an audience. We have a website traffic up activity, custom file, video, elite form, Instagram, business profile and more. The common one is Facebook page. And let's see what options do we have for our Facebook page? First of all, if you have more than one Facebook page, you're going to choose it from here by clicking on this arrow and choosing your Facebook page. Now, you have an option that says Everyone who engage with your page. Or we can choose anyone who visited your page, people who engaged with any post or add, people who clicked a call to action button. This is important when you advertise anything with an call to action button, hook clicked on the button itself. You can collect those people, people who send a message to your page and an interesting option as well, and people who saved your page or any post. So let's say anyone who visited your page, we can go ahead and collect people from 365 days. So it's like one year ago. Or we can collect recent people so we can play with this number as we want. And just for two weeks, it depends on actually your goal or your advertising. If you know that in those three months you advertise a specific product that you never been advertising before. So you can just limit your customers logins for those days. And that's it. What you can do here is just name your audience, name it, so you will understand what type of audience deceased. So let's say I will name it. Everyone who visited my page. So page visits. And I'm going to create it. Now. I have page whizzes right here. I will see as size of those audiences. And I can see that it's ready to be used. And I can also see a date of creation. I can go ahead and create as many as they want in order to create customer and suggests, click on Create audience, choose custom audience. And I can create whatever you want. I can create audience from my website traffic. Looks like this. As you can see, my pixel needs to work for that option. And then I can choose All website visits. I can choose people who visit a specific page. And by that, I actually need to type my specific URL for that page. If you use in a specific landing page, you can take it right here. Visitors by time as also have that option right now on Facebook here I can choose it even by a invent type. So it's view content or page view. As four days, I can go up to 180. That's a maximum amount of j's or for my website traffic. Another interesting option for my custom audiences and people who watched my video. So what I'm going to do, I'm just going to click right here on this browse button and choose, how do I want to split those people? I can split them by people who originally three seconds, ten seconds. Or if I want to have people who wished 95% of my video. And by clicking on choose video, I'm going to see all the posts that I have on my Facebook page. And I'm going to choose the right one with the right video that I want and collect people from. It's also here you have up to 365 days. Let's see. Let's go to Instagram business profile. Same idea here. As you can see. Not much changing, doesn't matter. What are we choosing. The main news Brady Meyer stays the same. We have any or all people and we have people who engaged, visited our profile, engage with our posts and so on. A little bit similar to our Facebook page, Don't forget to name your custom audience. Otherwise, if you create more than one, you're just going to go lost. 29. Lookalike: Let's continue talking about our audiences and let's take a look at our lookalike audience. By clicking look-alike. It says that I need to choose a source. By source, it means that I can select my customer audience for that one. And here I need to select my audience location. And those are my percentage. I can create 123 and up to ten. So let's see name of my custom audiences, page visits. I'm going to go here, lookalikes, type, page visits, page visits, and I'm going to select location. I can select either country. I can select a region. So for example, Europe area. Let's say I want a select everything from here. All those countries, again, of course, exclude some of them if I don't need. And let's say I want to greet 1%. So I'll just click Create. I didn't need to name those audiences. There been named by themselves. We'll see in a bit. On here it says that the source is actually too small, so I need to choose another source. It says that it must have at least 100 people. As you see, it, named this audience by itself. It just took my custom audiences. And it says that it's look-alike 1% for this specific region. And this is my custom audiences name. And it's also populating bubbling thing. It means that it's about to created so we need to give it a little bit of time. In some cases this couple of hours, in some cases his couple of minutes, Facebook needs time to create it, and then we can use it freely whenever we want. So those are for our lookalikes. We can either go from here and choose, are presented, choose a region, or we can select our custom audiences from the list. And just by clicking here on this menu weekend choose create a look-alike. And by that, we are making sure that the source is already selected. So it's kind of easier to work like this if you want. But you also have another option just by clicking Create audience, and choosing look-alike. 30. How to use Lookalike & Custom Audiences: We saw how to create custom Aryans, we saw how to create Luke likes. But if you want to use it in your campaigns, all you have to do is go again to your ads manager, create your campaign, go to Ad Set level because that's where you actually choosing your audience's. Click on your ad set, click on edit. And from many others you need to be already familiar with. We have audiences right here and women talking, not to use this first-line if he knew, but we're already not new. So we're going to use this line. As you can see, custom audiences. That's what it says. So here we can, as a previously created custom audiences, look-a-like. We named our custom audiences the certain way. As you can see, I have more than one. And right now I need to know how does a name it. That's how I will know what exactly should they choose. As you can see on the right, it says Customer List and look-a-like. So I need to know where do I want to use? And I need to know was the name of my audiences. And I'm just choosing it. And that's it. I have this audience right here. I hope by now it's really clear how do you use your local egg and your customer densities. 31. What is Optimization: Hi there. Today we're going to talk about Facebook optimization process. This is very important station because is going to teach you how to improve your campaign results and how to actually succeed with your Facebook advertising. So bear with me and we're starting. How would actually define optimization? Optimization is an act or process of making something as fully perfect, functional, or effective as possible. It we're going to talk about Facebook. Advertising. Optimization is where are we going to improve? Or a price per sale or our price per lead? Or are a price per click impression or any other parameter. 32. Optimization Rules: There are some optimization rules on Facebook. Let's see, what do I mean by that? First of all, you need to get familiar with all of those parameters. They will help you to improve your campaigns and to reach your goals. First thing that I want you to get familiar with is CTR or Click-Through Rate. Cdr is the percentage of times people saw your ad and performed a click. It's actually a very important parameter for you. Cpm, or cost per 11000 impressions is the average cost for 100 possessions. Cpc is cost per click, is the average cost for each click someone makes on your ad. Impressions is number of times your ads were onscreen. Reach is number of times people actually saw your ads. Frequency is average number of times each person saw your ad, and of course, amounts spent, it's estimated total amount of money you spend on your campaign, ads or ads. Now, let's talk about the rules of optimization. First of all, please notice that UCT R must be at least 1%. Obviously, the more, the better, but don't go under a one-percent. That will guarantee the success of your campaign. If your city are, is under 1%, it simply means that your campaign isn't attractive enough for your target audience. And you must change either creative for your AD or your target audience. Cpm must be as low as possible. If you CPM going to be high, you're going to pay too much money for your click. And you're going to pay too much money for any action that performed with your ad CPC, you need to keep it as low as possible. It's kinda related to your CPM as well. But if your ad is very attractive and geotargeting is correct and you have high CTR, your CPC can go down impressions. It actually depends on your potential rich that we can set up in your asset level. But you need to reach at least 100 people in order to make any changes for your campaign. As for your reach, it must be as close to your impressions number as possible. Frequency makes sure you don't go over to going over 2m. It means that the same person looked at you, add more than two times. If that person didn't perform any action by looking at your ad onetime or even another time. It means he is not interested. He is not going to perform any action. And right now, you just burning your money. Those are all optimization rules. Let me show you how to implement those rules on Uriel campaign. 33. Time Range Menu: In this lesson, we're going to talk about time range mean. And where do I actually mean by a time range? When you're in your ads manager on your right, you have this calendar, let's say it. When you click on it, you actually have a calendar. That's where you can choose a time period from which you want to see your data. So if you're running a campaign right now, the most relevant data is actually fresh ones. So let's say I can choose a last seven days, or I can choose as 14 days. If this is not enough, you can choose the 30 days or you can choose it, mano, live by yourself. It's very simple. All you need to do is just choose a month that you want to actually start with. So for example, let's start from the beginning of the year. I'm choosing first of January. And I want to choose, let's say till the end of June. So that's my time range. And they simply click on update. And all the data that they see right now for my campaigns is actually data for that period of time. Let's test it out. If I want to see data for last 14 days. And as you can see, I see data only on those two campaigns, which means that only those two campaigns that were active at that time. So that's how you actually play with your time range menu. It's very simple. It's up to you if you need to analyse data from the entire account from this year or from the last year or year before. There's, you can do it. You can do it with this menu if you want to see a data from last few days, from today, from yesterday. This is also the menu that you're going to use in order to choose your dates. 34. Columns: In the previous lesson, we saw what kind of parameters we should look for on Facebook coil optimizing our campaigns. So how do you actually choose those parameters for Facebook? It's very simple. You go to your ads manager and there is a menu that called columns. That's what you're going to use for your optimization. Here you go. You have a lot of different options here. Thus, options can help us with different campaign objectives. For example, if we have a video views campaign, here we have video engagement option. If we're going to choose it. We're going to see all the data that is kinda relevant only for our video campaign. We can see for how long people actually of use of video. If someone played it for 100% or only 25, video plays in total. We can still see our reach, our amount spent on this campaign. Our impressions and other data is for video campaign, only. Less choose lifetime here, just to see data. That was for our video campaign, for our engagement campaign, for example, we can see how many people reacted on our post of many people commented how many people saved their posts or shared our post, or simply clicked on it. But these data simply isn't enough to decide if these campaign was successful or not. So that's why I prefer to build my own columns that will help me to analyze any campaign that I have on Facebook. So let's start by clicking on columns. I am going to get back to performance default option. That gives us basic information about the campaign. And I'm going to add few more options that we already familiar with to my combs. Clicking on it, and chosen Customize Columns. That's how it looks like. That's how it looks like. On my right, I have 17 columns that I can't see right now in my ads manager from my left, I can actually choose anything I want for engagement, for conversions, for settings, simply campaign ID, etc, ID and so on. Or if I already know what am I looking for, I can simply type it here so we know that we need CPM option. That's what I'm going to ads. As you can see, I'm adding right here. Just by selecting this option from that main Mangum. Then I want to see a frequency. Obviously. Then I went CTR option. There are few CTR options. I'm choosing two of them just to see a general CTR. And then I want to see how many of those people are actually clicking on my link. I would choose CPC. Also, I will choose both options. I want to see how many clicks do I get on my ad. So I'm choosing clicks and link links. There's a general columns that I want to have if I run conversion or traffic campaigns using my website or my landing page, I would like to add a few events from my pixel is well, just to see how many people maybe add to cart or install my AP, or simply fill in the lead form. So you have different options from conversion and obviously custom conversion. Right now, I don't have any. Those are basic options that you must have in your columns. You can save those columns for later use. Otherwise, each time you want to perform an optimization, you will have to go to columns to customize columns and choose all of those parameters from your menu all over again. So just save your choice. You can save a trade here. Save as presets, give it a name, and optimization. And click Apply. Next time you want to see that data for your campaigns, you just going to choose from your coulombs optimization option. And that's how you can see all this data for this period of time, for all of your campaigns. 35. BreakDown Menu: In this lesson, we're going to continue talking about our optimization process and design. We're going to talk about break dominate. What does break down menu breakdown menu is basically helping us to split our campaign by delivery, which can be age, gender, platform, contrary, and other options by time and by day, by week by month. We can steer how our campaign performing on a daily basis. In some cases, we can figure out that our campaign performs better on Friday, but not as well on Sunday. So that's something that can help us to decide when to run our campaign. By action is by destination, by conversion device, video, view type, and so on. Let's continue to our Ads Manager and let's see how do we actually use our breakdown menu. Right now we are in our Ads Manager. I want to show you one of my active accounts just to see what breakdown does for us. Well, first of all, I'm going to choose one of the campaigns because we have too much data here. And it will be kind of complicated to show you a break down menu on all of our campaigns at ones. So I'm going to choose this campaign. This is a booth campaign or engagement campaign. Our time range rate now is lifetime. So all the data that we collected with this campaign, I can see right here, though some are positive engagement, this is my reach impressions and so on. I'm going to show you those options on our most active headsets. So let's filter it by results. Those are my biggest. Ed says right here. I'm going to select them. I'm going to click on Filter. And I'm going to choose an optional filter by selection. As you can see right now, I have only those two assets. And thus the way to analyze specific ads or ads or campaign. You can do this action on any level of your campaign. Let's start. If I want to break them down, let's say by delivery, I can choose by age. And let's see, what do we have right here, right here, I can clearly see that ages 25 to 34 or 45 to 54 aren't relevant to my campaign on the ages 35 to 44. We're actually engaging with my headset. Same thing goes for my second, etcetera. I can see that only ages 35 to 4425 to 34 were engaging. If I'm going to break it down by gender, I can clearly see this ad set. I didn't target females. So if I did target both genders here, I can see that only males or engagements with my campaign. In that way, I spent almost doing the dollar on females and a spends $72 on man. So a basically just room my $20 away since females didn't even engaged that. Well, with my adds up, let's see what other options do I have? I can split the by region. And if I'm going to do so, I will filter it by result. So right now we can see that those regions are not engaged in at all with my ad sets. Well, I can say add because in the end they're engaging with my ad. So they're not engaging with my ad. I can exclude those regions from my headset. Other thing that I can see is my platform. Here. I can see that I have engagement on Facebook and on Instagram. But let's see even further. Yes, I have engagement on both platforms, so I'm not going to exclude any blood firms right now. But let's split it by a device. I have blood farm and device. So that's how I can break down my ad set. That's how I can actually see what is going on. Who uses, what device, what placement is working, what gender is working? I can split by age and gender by country if you target more than one country. And I can split it by time. If I can split my ad set by day, I can see that my engagement is pretty much the same everyday. But sometimes I can see that I pay more, for example, in a specific day. And if it's something that, and if it's something that is repeating itself, I can simply shut my campaign down for that specific date. If I don't want to see any more of those splits, I can simply click Clear all breakdowns. You can play with your breakdown menu. There are a lot of options here that can help you to optimize your campaign and gets the best results possible. 36. Campaign Optimization - LIVE example: In this lesson, I'm going to show you my optimization process. Obviously. My optimization process is starts with my campaign objective. If my campaign objective is Boston engagement, let's choose these campaign for this example. So if this is my objective, first of all, I'm going to choose add says that we're running in last 30 days. I went to see only those assets. I'm going to filter them out because as you can see, I have a lot of different ad sets here, but they burned active in that period of time. So I'm going to use my filter options and filter them out. None of them are active right now. I can definitely use that menu if they are active. So I'm going to use et cetera, metrics. And for metrics, I'm going to go for impressions or reach because those are parameters that are actually exist here. I'm going to go with impressions and I'm going to just do one in here. And that's how I will get. F says that had been working in last 30 days. I'm choosing my optimization option. Let's see what do we have here? Well, I can see that my frequency for this asset and this one, and this is very high, so I'm not going to use them. Again. They're breaking much Dan, they showed my ads to many times to my targeting here. Let's see, what else do we have here? We have a very good CTR. Here, we have 5%, here we have 25. You remember, we want to kids at least a 1%. So here we have amazing CTR. We want to keep it. So let's concentrate on those two ad sets because those are the only one that I can use. Again, since their frequency is not that high. Let's take a look at their CPM. Their CPM is very different. This one is kind of cheap, and this one is very expensive. It's almost $32. So for my CTR here, my CTR, he is great, is 25%. It means that 25% people who actually are some ads clicked on it. It, it's amazing. As you remember, we talked about having a CTR of at least the 1%, and here I have 255 and its great CTR for our CPC. Our CPC here is much more cheaper than here. But we have same amount of clicks for both headsets. I'm actually going to filter them out so it will be easier. So I'm selecting and those ad sets and then clicking on filter by selection. Let's see how much money did this band. That's all they spent. So basically they spent the same amount of money and they performed Good. Let's try to break them down a little by age. So what do we have here? We can see that our CPM is much lower for people or a 35 years. So unfeeling to exclude 25 to 34 because I'm paying way too much though those people may CTR here is also higher here. So I want to keep those people around. I want on to target these people because there are much more expensive. What about our second headsets? I'll it seem error CPM here is pretty much the same. Still. I have better CTR for people or a 35 years. Also, my CPC is a little bit lower by the way, please notice that CBC here is one way to lower than for this age group. So I would like to exclude 2534th rule might targeting of Beslan. Let's see what else can we find out about our advertising? So we're going to split it by gender. We can see that females are not even kill leaking on our ad. So we're going to exclude them as well. Let's see, what platform do they use here for some reason, I didn't add Instagram. So we have Facebook and Instagram right here. But for Instagram we have a no clicks. So I can excluded from this headset as well. So this is how our optimization process goals, which egg out SPM but checkout frequencies are amount of clicks and CPC, we break it down by platform, by country, by region, by anything that is actually irrelevant to your campaign. And we try to improve our campaign by excluding areas or ages that are not working. As you could see in this example, females are not a good choice for us in this campaign, Instagram is not a good choice. We even have a some kinda limitation in ages because only people who are older than 35 years old are actually interested in our campaigns. And it doesn't matter what DO advertise or what kind of campaign do you use, you will have to consider all of those parameters in your campaign is well, and to use them in order to improve your campaigned and get better results. 37. Show Case for CrossFit Gym : Hi there. This is an account that I chose to show you. This is account for CrossFit gym and I was collecting these for them. Well, let's see what we have here. You can see that when I got control of this account, this is the price they've been paying for elite, which is kinda very expensive, doesn't matter even what Quran cities, by the way, it's shekels local currency and it's almost $30 per lead for CrossFit gym. And this is what I got them to pay in the end. Almost $5 per liter, which is which makes much more sense in this case. Let me explain how did they do that? Well, since it's a local gym and I couldn't target all the people in the country. I had very limited targeting by location. What I did is I analyzed all the data they got so far from their campaigns by age and by gender. And I also spoke to the owner and figured out that people who are mostly coming to train there are between ages 2535. And if you're going to look at my ad set, you're going to see that even with this criteria had too much of potential reach to play with. I had 94 thousand people, which is very little for Facebook. So I went and look at the creative. And you can see that the way they've been advertising, it is very rough. You can see the pictures they used. And it's kinda showing people that CrossFit is very hard thing to do and generally showing people what is CrossFit. So since I didn't have too much space to play with my audience, I thought I would play with my creative. And this is what I got. I created a picture. And the message itself that showed that CrossFit is foreign. Crosswords is about community and common tri, or across with trainings. But well, this picture, what much better than just showing people what is CrossFit? Because people want to know their benefits from whether Getty and not just get informed about what is crossed with, because this is not how advertising works. In the end of course, we got our results. We continued with another campaigns by splitting men and women. And we've got more results from women and so on. But first of all, we needed to start somewhere. And we figured that in this case, our our creative was very important. And by doing so, we actually increased our city, ours, and we lowered our price per leads for 70 shekels from 118, which they've been paying in the beginning. This is Prize they'd been paying without using any help. So just understand how has it helped them to improve their campaign? 38. Class Summary: So here we are. You finish this class. Congratulations. I know you had a lot to learn. And this class has got a lot of different materials about different aspects of facebook advertising. But in the end, you must understand how to build your marketing strategy, how to create a great message for your business, and how to target properly. Those are the most important things in order to succeed on Facebook. So I wish you good luck and I'll see you in the next class. Would buy.