Facebook Ads & Facebook Marketing For Beginners 2021 | Josh George | Skillshare

Facebook Ads & Facebook Marketing For Beginners 2021

Josh George, Digital Marketing Expert

Facebook Ads & Facebook Marketing For Beginners 2021

Josh George, Digital Marketing Expert

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42 Lessons (5h 57m)
    • 1. Facebook Ads & Marketing - Class Overview

      1:48
    • 2. What We're Going To Cover In This Section

      1:24
    • 3. Why You Should Use Facebook To Market Your Business

      8:57
    • 4. How To Create A Facebook Page

      9:06
    • 5. How To Create A Facebook Profile Image

      8:05
    • 6. How To Design A Facebook Cover Image

      12:28
    • 7. How To Update Your Pages Info And Preferences

      2:50
    • 8. What To Post About On Your Facebook Page

      10:47
    • 9. How To Promote Your Page And Get Likes & Engagement

      16:50
    • 10. What Is The Difference Between Likes and Followers

      1:36
    • 11. Facebook Insights - Learn Who Your Audience Are

      8:09
    • 12. What We're Going To Cover In This Section

      1:02
    • 13. How Powerful Are Facebook Ads?

      16:59
    • 14. How Do Facebook Ads Work - The Auction

      9:39
    • 15. How To Set Up Your Facebook Advertising Account

      5:12
    • 16. Get To Grips With These Facebook Ad Policies

      7:55
    • 17. The 2 Options You Have When It Comes To Running Facebook Ads

      11:42
    • 18. Facebook Ad Structure

      2:58
    • 19. What We're Going To Cover In This Section

      1:18
    • 20. Creating Your First Ad - Campaign Objectives

      14:23
    • 21. Budget & Schedule

      7:18
    • 22. Audience Targeting - Location, Age & Gender

      7:09
    • 23. Detailed Targeting - Demographics

      4:26
    • 24. Detailed Targeting - Interest

      5:23
    • 25. Detailed Targeting - Behaviours and Connections

      4:54
    • 26. Placements + Optimisation and Delivery

      13:07
    • 27. Facebook Ad Creatives - Best Practices

      12:00
    • 28. Creating Your Facebook Ad Creative

      18:52
    • 29. How To Set Up A Simple A/B Split Test

      5:24
    • 30. Analysing Your Ad Report

      11:26
    • 31. What We're Going To Cover In This Section

      1:43
    • 32. Everything You Need To Know About The Facebook Pixel

      13:11
    • 33. Custom Audiences - Website Visitors

      8:12
    • 34. How To Create A Business Manager Account

      9:14
    • 35. Custom Audiences - Customer/ Email List

      6:40
    • 36. Custom Audiences - Facebook Page

      5:37
    • 37. Custom Audiences - Lookalike Audiences

      8:13
    • 38. What We're Going To Cover In This Section

      0:41
    • 39. Why You Should Consider Using Video Ad

      8:33
    • 40. How To Create Effective Video Ads Campaigns

      20:03
    • 41. How To Create Lead Ad Campaigns

      30:39
    • 42. Conclusion.. goodbye for now

      1:26
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About This Class

Are you looking for a Facebook Ads class that shows you EXACTLY how to set up and run profitable Facebook Ads campaigns?

Great, you’re in the right place.

I don’t just talk the talk; I actually walk the walk and live it too. In this class, you’ll be able to watch me in real-time as I show you exactly how I set up and run profitable Facebook ads, step by step.

Instead of just giving you the theory and then leaving it up to you to figure it all out, you’ll be able to watch over my shoulder and see how to implement everything I’m teaching, ensuring everything you learn is super actionable.

The process I follow throughout the class is the SAME process I use when setting up and creating ads for my clients, so you can be confident what you’re learning is indeed used in the real world and does actually work.

The class is split into 2 core parts:

  1. Facebook Marketing
  2. Facebook Ads

What you’ll learn by taking this class:

1. Facebook Marketing

  • Learn how to set up a facebook business page from scratch
  • Learn how to optimise your facebook business page for maximum visibility
  • Learn how to acquire likes on your business page
  • Learn how to generate more engagement on your business page posts

2. Facebook Ads

  • Learn how To set up a Facebook ad account
  • Understand what key facebook ad policies you need to be aware of
  • Learn how to create your first facebook ad campaign from scratch
  • Learn how to define your target audience (audience targeting)
  • Learn all about detailed targeting
  • Learn how to set up a simple A/B split test
  • Learn how to set up Facebook conversion tracking (facebook pixel)
  • Learn how to set up custom audiences
  • Learn everything you need to know about the Facebook business manager
  • Learn how to set up video ad campaigns
  • Learn how to set up lead campaigns

Literally EVERYTHING you need to be able to create and implement a successful Facebook Ads campaign.

There are tons of resources for you to download throughout the class and lots of bonus tips and tricks you can use as well.

Fact: Facebook has 2.74 billion monthly active users!

Learn how to set up Facebook ads today and get your business infront off that massive audience.

What you’ll learn:

  • Learn how to set up a facebook business page and optimise it
  • Learn how to set up a Facebook ad account
  • Learn how to create your first facebook ad campaign from scratch
  • Learn how to define your target audience (audience targeting)
  • Learn how to set up a simple A/B split test
  • Learn how to set up Facebook conversion tracking (facebook pixel)
  • Learn how to set up custom audiences
  • Learn how to set up video ad campaigns

Are there any class requirements or prerequisites?

  • No, all that I ask is that students come with an open mind ready to learn.

Who this class is for:

  • Small business owners
  • Bloggers, Influencers, Public Figures
  • Online marketers and marketing managers
  • Anyone who is looking to master Facebook Ads
  • Anyone who is looking to master Facebook Marketing
  • Entrepreneurs

Meet Your Teacher

Teacher Profile Image

Josh George

Digital Marketing Expert

Teacher

Joshua is the founder of ClickSlice, an extremely successful digital marketing agency based in London.

Joshua originally got involved with SEO as an end result of selling on eBay.  He loved selling on eBay but hated paying the eBay commission fees (also known as final value fees). Instead of paying eBay every time he wanted to list an item he decided to make his own website where he could list as many items as he wanted without paying any insertions fees.

After building the website he noticed his site was nowhere to be found in Google and no one was buying his products.

As you do, he started to Google things like “how to get my website higher in Google” and stumbled across SEO in 2013.

Josh remembers this day like it was yesterday and says wh... See full profile

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Transcripts

1. Facebook Ads & Marketing - Class Overview: Hello and welcome to the ultimate Facebook ads costs for beginners, where I'll be showing you how you can set up and run profitable Facebook ad campaigns from complete scratch. My name is Joshua George. I own and run the award winning digital marketing agency in the UK court looks like, and what I'll be sharing with you in this course. Most effective Facebook marketing and Facebook ad strategies you can use to literally grow any business out there. Inside the course, you'll learn all about Facebook marketing. Here you learn how to solve a Facebook business page, optimize it and acquire lights on your page. I'll show you how you can generate more engagement on your Facebook business posts to. Once we cover the basics of Facebook marketing, will be moving onto Facebook ads, where you're going to learn how to set up a Facebook advertising account from scratch. We'll be looking at key phase. We add policies that you need to be aware of. A walk you through how you can create your first Facebook ad campaign from complete scratch. We'll be covering things that your audience target in detail, targets in AB split testing the Facebook pixel for conversion, tracking custom audiences, business manager, video, ad campaigns, leave campaigns. And so much, so much more literally, everything you need to know to take you from 0 to hero instead of media shown you these strategies and then leaving it up to you to figure out, I'll be showing you how you can implement all the strategies I teach in an over the shoulder format, step-by-step, ensuring that everything you learn is going to be super actionable. Understanding how the setup and run Facebook ads in this digital social era is one of the best skills you can learn. So what are you waiting for? I'll see you inside. 2. What We're Going To Cover In This Section: Facebook marketing. In this section, I'm going to explain why you should consider using Facebook to market your business. I'm going to show you how you can create a Facebook business page. I'm also going to show you how you can create a Facebook profile image from complete scratch. I'm also going to show you how you can design a Facebook cover image as well. And I'll show you how you can update your pages, information, and preferences. In addition to this, I'm going to show you how you can come up with ideas for what you should post about it on your Facebook page. And of course, I'm going to show you how you can promote your page, get likes, and actually start to generate some engagement as no one wants a bore in Facebook page, it has 0 like 0 followers and 0 engagement on it whatsoever. I'm also going to explain a difference between what we call Facebook likes and Facebook followers. There was a big difference between too. So understanding that is very important as well. And lastly, probably one of the most important parts in this section, I'm going to cover what we call Facebook Insights. And this is essentially where you learn who your audience are. Now understanding who your audience is going to give you a massive advantage when it comes to actually utilize in Facebook ads or even running any general marketing campaign in general. And you're going to understand your audience way better than anyone who doesn't check out the Facebook Insights. I'm super-excited and I can't wait to get into it. So without further ado, let's get started. 3. Why You Should Use Facebook To Market Your Business: Welcome to Facebook marketing. In this video I wanted to cover is actually why you should consider using Facebook to market your business. Now we all know Facebook is owned by Mark Zuckerberg, but why should you be using the platform from a business perspective? Well, in this video, I'm going to be running through the five most important reasons why you should be using Facebook. Number one, Facebook has 2.7 billion active users. The key word here being active. Now apologies about the image you see on the screen. I actually couldn't find any images out there that had 2.7 billion people in it. But essentially, Facebook has a lot of active users. Facebook is so big that honestly, no matter what country you're in, what industry and nice shoe operates in your potential customers and your audience is going to be on Facebook. So to give you some context of just how big Facebook actually is, Let's go ahead and compare Facebook or other social media platforms out there. So here we have all of the most popular social media platforms. And this is done in order by most active users. Again, there's no point looking at user that aren't active as a really don't have that much importance, especially from a business perspective. As you can see, Facebook is number one and it currently sits at 2.7 billion active users. Now that is a lot of users. And then when you check this last year for three years ago, four years ago, or even five years from now. I cannot see this change in second place. We have YouTube. Then we have WhatsApp, Facebook Messenger, WeChat, Instagram, and Tiktok. So I actually get a lot of messages from people saying, Hey, takes off it really, really big. They have tons and tons of users. Trust me, is the biggest platform out there by far. No one uses Facebook these days. Well, this just proves to all those people that you are absolutely wrong. Facebook is still by far the most prominent and the most popular social media network. Don't get me wrong. Tiktok is definitely growing and has done really well for themselves. However, this just goes to show Facebook is by far the most popular social media network. So by default, it's extremely, extremely likely that your audiences and your potential customers are going to be on the platform. So number 2, the average profile on Facebook has 200 friends. So you might be thinking, Okay, so what's so good about that? Well, why this is so important is because this means that all of the posts that you put out there on Facebook are way more likely to go viral. And as you probably already know when it comes to Facebook, people can share content. They come in like content and anything you like and share is shown on the feet of anyone you are friends with. This means that you'll post a way more likely to go viral that in comparison to a platform such as YouTube, for example. And if you think about it, there are tons of videos on YouTube that all gone viral, but most of them videos haven't gone viral for YouTube itself. All of those videos have gone viral for being sharing across social media platforms. And one of the platforms were the biggest reached that we just covered is Facebook. So Facebook is super, super important. So Facebook plays a massive role. And one of the contributing factors is that the average profile has 200 friends. Number 3, row profiles. So this is actually how Facebook looked in 2004. Yes, I know is a massive change how it looks at presence. And as you can see, it was actually called the Facebook before instead of just Facebook. But essentially it, as you can see from the image ellipse, you know exactly what phase, where it was all about and the main intention behind Facebook and why it was created. So it says the Facebook is an online directory that connects people through social networks at colleges. Then you can see below that it says you can use the Facebook. It's quite interesting to read that now, you can use the Facebook to search for people at your school. Find out who are in your class is look up your friend's friends and see a visualization of your social network. So the whole foundation of all face but was actually built upon, was to connect with other people. Now, of course, things have changed a little bit since then. However, the main aim is still the same. People typically create a Facebook account because they want to connect with their friends and their family so as to ensure people can actually find you, you need to put down your room name on your account and actually put details and information which is accurate about you. Which means when it comes to creating your profile and putting down a name, people are way more likely to actually put down the row name. Now this can't be said about other platforms such as Twitter and such as Reddit, as it doesn't really have that uniqueness behind the platform. So you might be wondering why route profiles are actually good from a business perspective. Well, let's imagine I have a Facebook page and I put out a post, and this person actually liked my post. I could then go ahead, click on this person's profile. I can get a sense of who they are, where they're from, what they're interested in, what content they like to see. And that allows me to build up a very clear buyer persona for my business that I can use for targets in. And of course, the information I'm seeing on his profile is most likely going to be accurate. As like I said, the face where it has that unique with behind it in that the whole ethos and why a face it was actually built was to connect with other real people. Number for Facebook is a monopoly. So for those who don't know what a monopoly is, a monopoly refers to when a company and its products or offerings. Dominate one sector or industry. Now this is normally done by Eva, one of buying out your competitors and actually bind their businesses. Or number two, you actually copy exactly what they've done and you create your own branded version. Now Facebook is essentially a social network monopoly that either buys or copies its competitors. For example, as you can see, Facebook or Instagram for $1 billion, that actually happened in 2012. And if you see Facebook bought WhatsApp for $19 billion as well, that is a lot of money and that happened in 2014. So if we actually go back to our first bar chart that we went through earlier, are the most popular social media networks. You can see again, obviously, number one is Facebook. Then we have YouTube. But in position three we have WhatsApp. Now of course, Facebook actually bought WhatsApp for 19 billion. So the most furred popular social network is also owned by Facebook. And then below, What's that? We have Facebook Messenger, which of course is owned by Facebook. And then we have WeChat, and then we have Instagram. Now, Instagram is also owned by Facebook. As you can see, they bought them for $1 billion in 2012. So essentially an apology, some scrolling back and forth. Hopefully you don't get too dizzy. But essentially you can see exactly what I'm trying to get across their Facebook essentially has a monopoly over the social media market. Out of the top sits social networks. So Facebook, YouTube, WhatsApp, Messenger, WeChat, Instagram. Facebook owns four different platforms of those, How powerful do you think there actually is when it comes to a business perspective? So hopefully this gives you a good indication that was actually how big Facebook is and how much of a monopoly it actually has over the market. So the fisher reason why you should definitely consider using Facebook is that Facebook has a powerful ad platform referred to as Facebook ads. Now, Facebook ads is super, super powerful. It allows you to run free different campaign objectives. You can specialize on increasing the awareness for your business, such as brand awareness and reach. You can go for more consideration. So trying to get more traffic to your website, engagement app installs video views, lead generation messages, or you can focus on generating more conversions such as cells and store traffic. So again, don't worry about this too much as I'm going to go through Facebook ads in the next section of the course. But just to give you a bit more context of just how powerful Facebook ads is, check out this screenshot right here. This is Facebook's annual revenue from 2009 up until 2018. Now this is in the millions. And essentially, as you can see, the amount of people spending money on Facebook as, as we're faced with, the majority of the money is going up every single year. Now if businesses try something cow and it doesn't work for them, then nine times out of ten, that business is not going to try that again. However, as you can see, more and more businesses are using Facebook ads every single year as Facebook is making more money from the revenue it generates from the ads. This is a very clear signal that more and more people are becoming aware of just how powerful Facebook is, which is why more businesses, entrepreneurs continue to use Facebook ads every single year. And when it comes to targeting them with Facebook ads, you can actually go really granular. You can target people based on what location, the Rinne, how old they are, what gender they are, what languages they speak, and so many other options. But like I said, I'm going to go through Facebook ads in great detail in the next section of the course. But this is just to give you a heads up and just show you exactly how powerful Facebook ads actually is. So those are the five reasons why you should use Facebook as a channel for marketing your business. I hope you enjoyed this video and I'll see you in the next one. 4. How To Create A Facebook Page: In this video, I'm going to show you how you can create a Facebook page, which is easy to do and it's completely free. So to create a page, you do actually need to have an account with Facebook. So if you don't already have an account with Facebook, simply head over to Facebook.com. You'll land on this page where you can sign up and it'll take you literally less than 30 seconds. So once you sign up, you'll be able to create your page. Now before we create our actual page, I just want to give you an idea of what type of businesses actually use Facebook pages? And the simple answer is, there's no limit. I'm sure you all heard of the brand added us. They have a massive website, yet they still decide to create a Facebook page. Why? As if you remember from the last video, Facebook is by far the biggest social media platform out there. So having a page on Facebook gives you the opportunity to generate tons or potential customers to your business. As on your page, you have an option to actually link to your website. You have your phone number, and so on and so on. So you can see added acid is Facebook page has 38 million people liking. It is a lot of likes. Now when we go into the Facebook ads section later on in the course, you're actually going to learn that you can also run ads to all the people who like your page. So having a page is a really good idea. I also have a page on Facebook as well. As you can see, they have 13 million likes. So again, another really big company that has another really big page. However, Facebook pages aren't just for big companies, they can literally be utilized by any business out there. For example, this is a local plumbing business, hair in Essex, which is a county in the United Kingdom for those who don't know. And they also have a Facebook page as well. So I highly recommend that you actually create a Facebook page for your business too. You'll be able to benefit from the massive exposure that Facebook has in the social media industry. So to create your Facebook page, once you sign up for your Facebook account, all you need to do is go ahead and click this plus icon at the top of your screen. Once you give this a click, it should open a drop-down menu. We can go ahead and select page. This will then open a page like this. Now, it's really important to note that this icon up here, it does get moved around all the time. At the time of recording is literally in the top right, as you can see right here. But literally just a few months ago, this icon was actually down here on the left-hand side. So do pay attention to that. However, if you ever get lost and you can't find the icon, what you can simply do is go over to Google, carry out a search for create a Facebook page, and then simply click the top result. And I will open the same page which was just on. Now the paint I'm actually going to create in this real-time video is actually going to be a page for my personal site, which is why I'm working on at the moment in the background, which is George, George SEO.com. So as you can see, I've chosen to specialize in SEO, which is one of the topics within digital marketing. However, just to give you some background, this is the whole site which I'm going to be built in my Facebook page 4. But of course, you want to go ahead and create your page for your business is exactly the same process and the same steps. The only difference is you would tweak the information to suit your business. For example, if you are a plumbing business, then you would simply go ahead and put in details for your plumbing business. So let's start off with the page name. So the page name is pretty self-explanatory. This would be the name of your business, your brand, or your organization. And it's basically a name which explains what your pages about. So as my page is all about my personal website and George George, I'm simply going to go ahead and give the page name Josh george, like so. And as you can see, as you fill in the information, it also populate on a desktop preview right here. You can also change this to mobile to see exactly how this looks on mobile 2. So the second option is to choose your category. Your category is essentially what describes what your business organization or the topic of your page represents. So you can actually add up to three different categories, but I actually like to choose one Which best describes what the business is about. So as mine is a personal site, which is all about me, I'm going to go ahead and simply put in a public figure for the category. But as you can see before, I type in the word figure, I've just typed in public and I have lots of other suggestions as well. So what I actually recommend you do is actually just go through and simply type in the first lesser of what you believe would be a good fit for your business. And then just have a look at what Facebook recommends. For example, if you are a plumber and you could type in Plum and then you've got Plumbing Service, water treatment service, local service. If you're a digital marketer, maybe you can start to type in marketing. You see what marketing agency in, marketing research consultant, and so on and so on. Now, don't worry too much about your category as if you feel like you have got it a little bit wrong, then no worries as you can very easily update it and change that in your page settings. So let me go ahead and put in public figure for me. Now your description is essentially a description of what your business does. So again, if you're a plumbing business, you would go ahead and put in a description to match a plumbing business. If you run a digital marketing agency, you'd simply put in information which describes what you do, what a wool G1 and so on. Also a very good idea to actually highlight what makes you unique. So for example, for me as minds about my personal site, I'm going to put down just told you that internet entrepreneur, you teach his businesses and freelancers how to grow their business using repeatable step-by-step processes. Part which is unique about me, is using repeatable step-by-step processes. As I'm sure you're all aware, there are a lot of gurus out there which will give you a theory on how to do something, but they won't actually show you how to do it. So the fact that I actually go ahead and use repeatable step-by-step processes. I do believe that is something unique to me and hopefully you're enjoying the course. So once you're happy with your page name, your category, and your description, you can go ahead and click Create page. The next two steps is to upload your profile image and your cover photo. So nine times out of 10 for your profile image, you're going to want to use an image of your business, preferably your business logo. As you can see, a lot of other companies also do that, Apple and added us. And you have a business you will see on their Facebook page. So as mine is obviously a personal page about me, I'm going to simply go ahead and upload a personal photo of me like so. Now if you don't have any photos of your business or you don't have any business logos, then don't worry. In the next video, I'm going to show you how you can create a free profile image which looks absolutely professional in literally just a few minutes. I'll also show you in a video after that hiking create a professional cover photo to add to your Facebook page as well. However, for now and let's go ahead and click Save. And as you can see, we have now successfully created our own Facebook page. And as you can see, it says public figure, which is a category which we select it. The last thing which you need to do is go ahead and create a username for your page. So as you can see at the moment, my URL of my Facebook page is facebook.com. George, George is really random long number at the end. So to actually update the URL, what I need to do is create a username, Azure username is basically going to become your URL. So let's go ahead and click Create username. And as you can see, I have my page name at the top, George, George. So for my username, I'm simply going to George, George as well. So when it comes to creating a username for your page, typically you're just going to insert the name of your actual business Azure username. You want to try and keep your username and your page name as consistent and as similar as possible. So for example, I've got jaws, jaws and my username is also going to be George, George. But what you're going to find in a lot of cases that your username isn't going to be available. So as you can see, this username isn't available. Please enter a username that isn't already taken. So a really easy workaround is simply entering the word official at the end of your username. Like so, George, George official. And I can see that is click off that by accident, type it in again, Josh George, official. And as you can see, this one is now available. However, as my actual page is called George, George SEO. I think I'm just going to go for George, George SEO as I don't think it's actually that many people out there trying to mimic few, I am, well, hopefully not anyway, but essentially you can see George, George SEO is available. So I will simply go ahead and click Create username. So what you want to do is go ahead and pick a username for your page again and just try and keep it as similar as possible to your page name. Keep the two as consistent as possible. And once you've done that, you have now successfully created your Facebook page. So I'm going to go ahead and click Done. I'm going to refresh the page. And as you can see my URL I have now updated to facebook.com, forward slash George, George SEO. In the next video, I'm going to show you how you can create a simple icon which you can use Azure Facebook profile image. So this will be handy for those that don't have a logo for the business or potentially don't have any image they can use as a main profile image for the Facebook page. Of course, if you do have a image which are happy to use maybe your logo, for example, then you don't have to watch that video and I'll see you in a video after that. Well, I'm going to show you how you can create a really cool Facebook page banner, which are going to add at the top of your page, again for completely free. I'll see you there. 5. How To Create A Facebook Profile Image: In this video, I'm going to show you how you can create a simple icon which you can use as a profile image for your Facebook page. Now this is especially handy for those who don't already have a logo they can use for the Facebook page or they don't have any other images they think they could use. So creating a simple but effective icon is actually very easy to do. And it's actually a lot of other big websites out there which go for this same type of design. For example, we have this company right here, BET, which is a telecommunication company here in the United Kingdom. You can see their profile image is literally just the name Beatty, very straightforward, standard plain letters. And you've got a so-called going around the edge of their profile image. So nothing too complex whatsoever. It's very straightforward, but it looks very professional and clean. Here's another example of a very straightforward and clean profile image. We have this one by a BBC News. They have a colored background and they simply have the text at the top, same BBC and they have news below. So again, nothing too complex whatsoever. So I'm gonna show you exactly how you can create a very simple icon which you can use as your profile image for your business Facebook page. So to create your icon, you're going to need access to this tool right here called Canva. So for those who don't know, Canada is essentially a very basic version of Photoshop, but it's hosted online and it's completely free. So what we're actually going to be created in Canva is going to be this, this nice colored textured background with the JG. As of course, this profile image is going to be used on my Facebook page, which is all in relation to my main personal website, George George SEOs. I've just gone for my initials at j and a G. But as you can see, it looks very nice, clean, and it looks professional as well. And I'll show you how you can also create a very simple version just going for a plain color background and text on front like we just saw with BBC and fought BET. So let's dive straight into it. So to use Canva, you will need an account with Canva. And like I said, it's completely free to sign up. So go ahead and sign up. It should take you less than one minute. Once you are signed up for Canva, you want to go ahead and click Create a design and then go for custom dimensions at the top, that will give you two boxes, the width and the height. And what you want to do in the width and the height is simply plugging in at 540 in both boxes, like so. And then go ahead and click Create new design. This will now create a blank canvas where you can actually go ahead and start to create your design. So let's start off first with the background. You'll see from the interface is actually very, very easy to use. You simply click the background that will then highlight the whole background on the canvas. And you can simply go ahead and pick whatever color you would like to have. So I think in this instance I'm probably going to go for black, mainly because my website has this black dot themes. I want it to be all in relation and that part of the same brand. So let's go for black. And then I simply want to go for texts. And I'll click this to add a head in. That hasn't, I'm going to add a head into my Canvas. I'll put it in JG, which is my initials. And then I'll go up to here to change the font. And as you can see, you've got tons and tons of different options you can use for the font. When you do see the crown icon to the right and the font is grayed out. That basically means you can only use this fun if you upgrade your account. However, I don't actually think you need to do that whatsoever as lychee, tons and tons of good options. I like this one, lovely yellow. Let's have a look anymore. Nor west, it looks pretty good. So I think I'll go with this one. Nor West islets, very nice and clean. Then what I'm gonna do is change the height from 40 to 250. That will make it a lot more bigger. And then you can simply grab that and move it around. And as you can see, as you move it around, you'll get these lines are coming up which will help you send to that. Very easy to do. But essentially, if this was actually me and I didn't have any logo for my personal site. I'll actually go ahead and just use this as it looks very clean, is professional and it fits in with the theme of my website. So it will go really, really well. However, if you're not happy with a plane design, maybe let's go a little bit further then what you can also do is change your background from a plain image, so delete it like so just by selecting the image and then clicking Delete. So I know it's selected as when I click this, this color comes up in the corner. What if I select the text? You can see it goes AT assessments for the actual font. So let me go ahead and select the background and then click Delete from my keyboard. I'm going to come down to background. And as you can see, we've got tons of textures or below, under all results which we can use for our background as well. So this is a pretty cool background. Maybe if you run a Christmas business or Christmas trees, and this is obviously related to Christmas lights, it or a landscape or for example, you can go for this one or even a cadenza. This is more of a wooden laminate floor and effect, which is pretty nice. You can scroll down and see there's tons and tons of different options. So if you manage to go through all of these textures and backgrounds, I know still not happy with what you see here. Then another thing you can do is also go to this website which is called pixabay.com. It's completely free again. So again, that's another great thing about this site and we need to do is type in texture. Would you even type in texture background? And what that will do is return tundra different results which you can use as backgrounds for your camera design. So this is actually the one I downloaded earlier. So to download the image, you simply give it a click and then click Free Download and pick the size of the image you would like. I typically go for the one at the top and then click Download. I'm not a robot. Download. And then that will download that image to your desktop, where you can then go into Canva and actually go to uploads and upload media, and then upload that image you just downloaded, which would be this one right here, I believe. So. Let me go ahead and delete my current background. And now I'm going to go ahead and click this image from my library and then simply skeleton all the way up so it covers all of my corners like so. And you're probably wondering, that looks nice, but where is the text? So at present the text is actually hiding behind this background. So to bring your tip to the front, we need to do is click the image and then send backwards. That will then send the background behind the image. So now we can see that text. So as you can see that, so it is very easy and very straightforward to use. There are so many options to choose from when it comes to designing your icon, you can literally go over to photos as well. And then she'd carry out a search for anything related to your business. So maybe you want a gym in your local city. You can simply type in, Jim, scroll down and find any image which you believe would be relevant. So I'll go for this one right here. I'll delete my current background image. Again. It's exactly the same thing as before, stretch or image to fill the whole canvas like so. And you can send to wrap your image, send it to the back so you can see your text just like we've done before. But as his background is all to do with Jim, I'm actually going to delete this text. I'll see if I can find any more text which is better fit for our Gemfile. So let me go ahead and delete that like so. I'll go to text. And as you can see, you've got this text right here which says workout. This is a really good fit. So let's just imagine you own a gym and it's called Bob's gym, for example. There you go. Bob's Jim, we've got a lovely image, is all nice and relevant. Just do bear in mind, this isn't the same design as we just run through earlier at the start of the video. But just to show you that you can let you design anything that you want when it comes to using Canva. So once you're happy with your design, so I'll go back to this tab right here, which had my finalized design. We need to do is go ahead and click Download over the PNG, which should be the suggested file type. Click download. That will then download that file to your desktop, where you can then go over to Facebook and update your Facebook display image. So let's go ahead and do that now by clicking this icon will go for edit profile picture, upload photo. Here is the image we have on our desktop. And as you can see, it's the perfect fit. So I'll go ahead and click Save. And as you can see, our image has now been updated. So that is essentially how you use Canvas to design a Facebook page icon. So in the next video, I'll be showing you how you can use Canva to also design an amazing Facebook page banner, which we can use at the top of our Facebook page. I'll see you there. 6. How To Design A Facebook Cover Image: In this video, I'm going to show you how you can create a professional, effective banner for your Facebook page. Now, it's good to know that you don't actually have to upload a photo. You can actually upload a video as well. So if you already have an engage in effective video, then feel free just to upload that instead if you wish. So what are some of the best practices when it comes to creating your own Facebook banner image. Well, there's actually only one thing which you really need to do and that you need to make it clear what your business does. Now, I see so many people get this wrong and what they actually end up doing is they upload the logo of the business as a profile image. Then they also upload the logo of the business, the banner image as well. So what you have is a logo up here and a logo down there. Now that is actually one of the most ineffective things to do because all you are doing is repeating the same thing twice. I mean, if you look at any other big website out there who have a Facebook page, such as Apple, for example, you can see no one ever repeats the logo in the banner image. So I don't know why so many businesses get this wrong and upload the logo in two different instances. As you can see for Apple, they had the logo here as a main profile image. And then for the banner image at the top, they have one of the products, which I believe is what they call the HomePod. But essentially you really want to make sure you don't repeat a logo in both instances. So that covers the main basics. If you are struggling to come up with some ideas and designs for some inspiration that you can use for your Facebook page. Then what I actually recommend you do is you review your competitors, have a look at what they are doing and kind of replicate the main theme of the page and get it across on your page to, as this way you're kind of following a proven strategy which you know, works right? You're not starting from scratch. Of course, just don't go out there and copy exactly what they have. You want to make it a little bit unique to your business. So for example, I'm a digital marketing agency in London. So I would do, I would carry out search for digital marketing agency in London. This will then bring up all of my competitors, I would say any random websites. So this one, for example, passion book did It's all, can even go into page two, page three. It doesn't really matter. That main thing we want to do here is fine some of our competitors. So let's go ahead and open this one as well. And they want you on the website. What you want to do is simply go ahead and find the Facebook page. So typically they have links to that in the Fisa, they've actually got it right here. So Facebook, this is now open their Facebook page and do exactly the same for the other website too. So let's go ahead and find the one is in the footer as well. Yet they have those down here. So Facebook icon. So here is the first one, passion digital areas, our Facebook page, you can see it's actually a pretty nice banner image they have indeed is super clear what this company does. They are a digital marketing agency. They couldn't have made that more clear. And like I said, when it comes to designing your images, you wanna make it as clear as possible. And one thing I like what they've done for their banner as well. They also follow the same theme which they have for the logo, which is the main profile picture of the page. So again, this is a really good example. I can definitely give you some inspiration when it comes to designing your image. So here is our other business. We open absolute digital media. Again, very, very clear. We're not just your agency or your partner, and they literally list on all the services which they provide, SEO, PPC, social media, content development and design. Full service digital agency. So once again, it is very crystal-clear and it's definitely the same thing we want to follow when it comes to designing our banner image. We want to make it as clear and concise as literally possible. So to design it your banner image, we're going to be using this tool right here called Canva. This is the same tool that I use in the last video. And essentially you can view Canvas as a basic version of Photoshop that is hosted online and it's completely free to use. It's really, really powerful. They actually come with a lot of templates which you can use straight off the get-go. So it's going to save you a lot of time. So to use Canvas, you will actually need to have an account with Canva. So why don't you go ahead and sign up for Canva and goes into homepage. You should be on a page pretty similar to this. Once you're on this page, what you want to do is go to social media. And this will open all of the templates for social media. You can see you've got Instagram, pose, enemy of social media, TikTok and so on. And the one you want to go to is this one right here, Facebook cover. Let's go ahead and give that a click. And what is it going to do? It's going to open up tons of templates. You can use your Facebook banner image. So as you can see, we've got tons of templates here on the left-hand side, we've got animated Facebook covers, some related to birthdays, beauty Facebook covers. So to get it on the canvas, simply give it a click. This will then open it on the right-hand side. We can go into any other texts elements and change it to suit, put down whatever you want about your business. It's really that simple. Once you've changed all the details to suit your business, change out the images. Literally, anything that you want to do is fully customizable. You can simply download this and then upload it onto your Facebook profile. And you are basically done. So as you can see, Canada is super, super powerful and literally allows you to create stunning Facebook banner images in just a few seconds. However, what we're actually doing here is using standard templates. If you want to take it a little bit further and create your own from scratch to make it completely unique to your business and really get a crucial personality, then what you can do is create one from scratch using a blank canvas. So to do that, you need to go back to the Canvas homepage and then come to create a design at the top. And what you want to do is go for custom dimensions. And for the dimensions you wanted to insert, for the width, you wanted to go to 50. And then for the height you want to go for seven AT, these are the pixels of the canvas which are the correct dimensions for Facebook. And then once you've done that, you can simply go ahead and start to populate your canvas. So as I'm creating a banner image for obviously George, George SEO, which is my personal profile. Again, just to confirm this is all in relation to my personal website. My personal website actually has this dark black fem behind it. So I'm going to follow that and also therefore a same dark theme on my Facebook banner image. So let's go back to that now. We'll click the canvas. Then we're gonna go to background here on the left-hand side and a fill color, I'm going to make it black. Do you bear in mind? You can also go for a textured background if you wish to make to our background really stand out. There are tons and tons of options you can use. I will let you scroll through them in your own time. As of course, this isn't really a course on graphic design, just to kinda show you how you can create a Facebook banner image very, very easily. So I'll go ahead and make that black. And I won't go into do is click the Text icon and add in a head in. And simply I'm going to explain exactly what I do. Remember when you're creating your Facebook Banner page, you wanted to make it super clear and concise exactly what your business offers. So in my instance, as it's a personal page about me. I'm simply going to put down free things which I do. So I'm one, I'm an SEO agency owner, I'm online course creator, and I'm an internet entrepreneur. Very simple and straight to the point. However, I'm not a fan of this font, so I'm going to do is select all of my texts. And it's come up here to the font. And I'm going to scroll down until I find one I like. And Tom looks okay. Or she I'm not a fan of that whatsoever. Let's go ahead and change it out for a novel one, there is a font called Love velo somewhere down here. This one is pretty nice. I like this one. Nice and spacey. This is good. I'm now going to drag this up a little bit easier. Just note we have camera as well. You can pick up textboxes and move it around. And you can very easily find the center of the page just like so. Very easy. I don't want to keep it that plane. I think I'm going to add my logo onto that as well. So to add my logo, I just go to uploads. And of course I've already uploaded it, but if you haven't uploaded your logo to camber, you're literally just click Upload Media go-to device that you'd find the logo on your desktop and then go ahead, upload that. That will then land into your media file on Canvas, where you can simply go ahead, give it a click and it will land on your main canvas. So let me go ahead and resize it as I don't want it to be too big. I like to keep my designs pretty straightforward, clean, and minimalists, and I do believe a lot more professional that way indeed, they call me is a little bit lower actually off the sensor. Let's go ahead and click the box and then just drag it down. Like so. And I make this a little bit lower, like so. I think that looks good. I'm pretty happy with that. It's very straightforward. But of course, for your business, you might actually want to change this to make it more relevant to what your business does. So let's just imagine you're a builder. You operate in the Construction niche and every single day you're driving these big construction trucks. Well, what you could do is actually go over to photos and simply carry out a search for construction like I've done already. As you can see, Canada returns tons of images or related to construction. So you can simply scroll down, I'm fine moment you believe is going to be a good fit. So ideally one that has a truck, for example, that seemed can find one. Right now we've got bricks and hard hats. We've got a crane. You've got more hard hats. We've got another truck right here. I mean, it doesn't really matter which one you use as long as it resembles your industry, That'll be a good idea. So here's a really good one. So give it a click that will then load down on the canvas. That's go ahead and slip my old background. I know I had this background selected, as you can see that outline just round here. Let's go ahead and click Delete. We now want to take this image and then drag it all the way across to cover like so, and then grab the bottom one and drop that down. And now it obviously changed the text to maybe say whatever our business is cooled. Construction limited, for example. And put that up here and then with potentially change the font to more resemble construction as well. So let's have a look. We can see any. So potentially this one right here. Construction and limited. We can scroll down and find any we like, maybe this one's a little bit better, It's a bit thicker. It's one of those pretty good construction limited, like you can see it now this is really tailored down to a construction business. So hope you get the idea and you can really play around with Canva. There's tons of different options you can use to create an image is very easy and straightforward to use. But let me go ahead and undo all these changes I just made. And I will go ahead and download my image and I'll show you how you can upload it to your Facebook page so that image has now downloaded. So I'll go over to my Facebook page, simply going to click Edit right up here on the banner. I'm going to click Upload photo. I've got to find the photo I just downloaded, which is this one right here, SEO agency owner, click Open, and then we should be able to reposition this photo once it loads. So as you can see, we can drag it up or a little bit down. I think I'm going to go for that. That looks pretty much perfect to me. Once you're happy with the changes, simply go ahead and click Save Changes. And now looking at this, in hindsight, I do believe this logo could be a little bit bigger just to stand out. So what I'm going to do is go back into Canva very quickly. I'm going to click the logo and just resize it just to be a tiny bit bigger like that. And it's a recenter it up. Then I'm going to click Download and do exactly the same thing again. Okay, so that looks a lot better. Now there is one more thing you're going to want to do to generate more website traffic from your Facebook page. And that is the ADA bus into your profile. So you can see at the moment it says add a button. So if you go ahead and give this a click, you can see Facebook gives you tons and tons of opportunities. You can view a gift card, start an older book now, Cornell, tons and tons of options which you can add to this boson as an attribute. However, the one we want to go for, it's going to be this one right here, which says, Learn More. Choose a website where people can learn more about you. And what you do is go ahead and give us a click. And now you can see about to enter in a website URL. So if the mean is going to be this URL right here, just George SEO. But of course you'd add in the URL of your business. Once you've done that, go ahead and click Save. Then if we refresh the page to see our changes and ensure they go live. And then what we want to do is view are paid as a visitor. We can now see we have a learn more button on our page. And when clicked it's going to direct us to our website URL. So now you know how to create your own Facebook cover photo and add in a button that will link to your website. So go ahead and sell these important steps to help promote your business on Facebook. 7. How To Update Your Pages Info And Preferences : In this video, I'll be showing you how you can update your pages, info and preferences, which is really the final few steps into setting up the core structure of your Facebook business page. As, as you can see, we've carried out six of the 13 steps at the moment, and we were already established our pages identity. We've created a page name, we've chosen a category, we've added a profile image, added a cover photo, and we've also added a description. So there's not that many steps left which we actually have to implement. So you can actually go ahead and click this bolt. Is he the final elements which we need to do, which is at a website, add location information, business hours, phone number, and your message in preference. Now it's good to note that in my example as I'm creating a page for me as a personal brand, I actually don't want to put down any location information. So if any of these options do not apply to your business or you need to do is go ahead and click More and then click. This doesn't apply to my page. That will then remove that from its option right here. And you can see it's now updates it. So I'll do the same for business hours as well as that doesn't really apply to my page. And I'm also going to do the same to phone number as I don't want people to get in touch with me via phone. This is just a standard page for me to kind of showcase my brand. And for website, I'll simply click Add website and I'll go ahead and copy in my website URL. And I'll put that in here, like so. So I'll click on that now and that should save. Your changes have been saved, which has great. Go ahead and click that and you can, if you wish to, you can connect your Facebook page to your WhatsApp. Again, this is kind of connecting it to your phone. I'm not a big fan of that. However, a lot of Facebook businesses actually do this, especially if you're a local business. So do you want to get contracted on your phone via WhatsApp for your Facebook page. Then of course, just go ahead and follow the steps and set that up is pretty straightforward. So let me go ahead and click. This doesn't apply to my page, so that is pretty much it. So congratulations, you have now successfully set up your Facebook page. It does say there are two steps remain, which in my view is more about how you promote your Facebook pages. If you see what it says under these two steps is inviting your friends and welcome and people to your page. So I'm going to cover these last two steps in the final video. But essentially what we've just done now is we've set up the core foundation of our Facebook business page, and now we are all ready to go to start promoting our page. One thing I just wanted to run for you very quickly at like I said, Facebook have a big tendency of updating the layout. If you don't see this Page Setup options right here, you can also get to all of these options by going into about and scrolling down to additional contact information. That is, we can add in your website name, your phone number, email if you wish, your business hours and so on and so on. And so if you don't see it under the Home tab, simply go to about and you are good to go. So that is it for this one. And I'll see you in the next video. We're going to go through how you can promote your page, how you can generate some traffic to your page, get some likes on your page, and really get some engagement. I'll see you in the next one. 8. What To Post About On Your Facebook Page: Great. So now we said the core foundation of our Facebook page, you're probably wondering what do you actually post about on your page. So before we dive into the free strategies you can use to generate ideas or things you can post about. I want to quickly run through how your page is going to look at the moment. At the moment, it's currently showing that we have to post on our page, which is our banner image right here, and our profile image down here as well. So the first thing you want to do before you start generating more content on your page is that actually go ahead and remove these two elements right here. The reason why we wanted to remove these two post is because these posts don't really provide any value to the users. And we've also got both his images at a top of our page already. So when it comes to adding things to your Facebook page, you really want to focus on adding content that adds value and is engaged in where these two elements are clearly far from engaging and adding value there just a repetition of what we have above. So the first thing you actually want to do is to go ahead and delete or hide these from your timeline. So to do so, we need to do is click this button right here and then go delete posts and do exactly the same for the one below, which is our profile image. Click here and this one hide from page. As you can see, there are now hidden from our page. And if it's not diving into the strategies on what you can use, actually find ideas to post about. So one of the quickest and easiest way to come up with post on your Facebook page. It's actually go over to your websites blog and copy one of your blog URLs over onto your Facebook page and then add some description. The reason why this works so well is because this is content you've already produced on your website. You've done all the hard work of writing the content we need to do now is share this content on your social media platforms such as your Facebook page. So I won't be using George, George SEO as an example, as this website is still in process. So if I go into any of my blog posts such as this one for example, you can see these are literally place holder blog post. I won't give you a good idea of what I'm talking about. So what I'll actually do to give you a real-time example is our use my agency site clicks last TopCoder UK, for example, for the purpose of this video. So as you can see, we've got tons of blog posts on our website, mine pages in total. I can say any of these blog posts I would like to share and simply copy the URL by right-clicking and then copy the link address. Or of course you can open an actual blog posts and then just take the URL from here, like so, and then go back over to your Facebook page. Click Create, Post, pasting the URL. And if you wait a few seconds, that image should populate like so. Once you see the image, this is now linked to your post. So you can go ahead and actually delete the URL. You don't only need to have it as part of your post. And then what you want to do instead of just posting a link to your blog posts as so, you actually want to add some description about this blog post to actually encourage people to click onto this post. So for example, this post is all about link building lunch and link building campaign in five easy steps, start now. So here's some text I wrote earlier, which is a really good fit for this post. We could say we all know that link board in plays a crucial role when it comes to SEO and ranking on the first page of Google. However, not everyone knows how to build the correct high-quality links that actually make all the difference. Check out how we build a link building campaign in five easy steps. This would be a really good fit for our post. So I, once you're happy with your posts own description, we need to do is go ahead and click Post. And that will now add your posts over and light onto your Facebook page, which you can see right here from under our posts sections. So that is the first strategy. So if you already have an existing website, then simply going over to your website and check out your blog is definitely a great strategy which you can utilize to come up with tons of posts. You can post on your Facebook page. Second strategy which you can use to come up with post for your website is to actually review the competitors. So let me get away from my personal website and George, George SEO, and I'll also come away from slice as well as for the second strategy, I want to use a different website for this example. And if different website is going to be in a completely different industry, which will show you that you strategies. I'm running through our universal it can leach she be applied to any website and any industry out there. So for this second example, we're going to be using this website right here called peak pets. This website is a website which sell dog supplements, probiotics, common supplements. So all supplements and tablets are due for dogs, which of course is in the pet industry. So the first thing you need to do is identify who your competitors are. Now the best way to do that, it's simply search for the product or the service that you offer. So as peak pair to sell dog supplements for joints and for dogs and so on. I simply want to carry out a search for dog supplements as it definitely going to return my competitors. So you can't actually go over to Facebook and then go to the search bar and search for dog supplements. However, I don't actually recommend you search for your competitors on Facebook. And the main reason why, as you'll see, you'll get a lot of random stuff apparent, even if you filter your searches just down to pages which you can do right here. You can see we've got front of the pack, which is a dog supplement brown, which is actually quite accurate. But if you look below that, we've got a page from the doggy lift, which if we click that page, you will see it has no relation to dog supplements whatsoever. So to really find our competitors and get the most accurate results, why it actually recommend you do is you search for your competitors on Google. So seemingly head over to Google and carry out a search for a product or service that you offer. So in this example for peak pets is going to be dog supplements for joints. And then as you can see, Google returns all of these websites. We've got four ads at the tops or ADH, ADH at an ad here. And then below that we have the organic section, which is basically websites. You are not running ads that appear on the first page of Google. So when it comes to picking a competitor, I actually do not recommend that you go for a website off the organic section. The main reason being is because nine times out of 10, the websites you're going to see in the organic section are going to offer tons of other products and services as well. Which means if you go ahead and check out the Facebook pages, you're going to see tons of posts which aren't related to your business. For example, if we go ahead and look at pets at home who are number one in the organic listings. We openness in a new tab, you will see that pizza home, they have pages for Christmas, dog, cat, small pets, fish, reptiles, burden, wildlife, tons, and tons of other categories. Now of course, I only want to see posts which are relevant to my business, which in this instance is going to be dogs supplements. So you're actually far better off going back to Google and look at the websites who are running ads on these specific terms. For example, number one in this instance is going to be you move. So if we go ahead and look at you moved website and then go over to shop, you can see literally all they sell is dogs supplements. We've got supplements, supplements. Again, we've got more supplements. This brand literally just felt dog supplements, which is a perfect fit for our website as our website eat pets. So dog supplements as well. Let's go ahead and find their Facebook page and see what their post them out to come up with some ideas and some inspiration. So let's go over to Facebook and will carry out a search for a you move spelled like that. We'll go ahead and click the Facebook page. And as you can see, they've got 33000 people would like in their page, which is quite a decent amount of likes. You can see I've got that banner image at the top again, very clear about what they do and what industry they operate in, which is, of course, dogs. Now if we scroll down and look at their post to see what they are posted about. We've got this post right here on the 10th of October, which is roughly one month ago from now at a time of recording, it says, lovely Morgan the sheep dog, Hey, it looks choppy. V's you move, Don't you think? So? This is clearly an image which had been sent in by the customer. And you can see next to the door they have their own product, you move. So again, this is a really good idea which you could use for content. This post has 46 likes and over 70 different comments. So tons and tons of engagement on this post. And if you scroll down, you can see people are even sending him pictures of their dogs as well. Both my colleagues, this is Nellie. So it's hand and tons of engagement again, more, more pictures so you can really come over to your competitors page, see what their posts and about users inspiration and increase similar posts on your page as these are kind of proven blueprints which you know, generate likes and actually generate engagement. So let's scroll down and see what else they are posting. I'll come with that because it has all the 70 lines. Let me go ahead and actually expand that. Like so. And now you can see I've got another post below. They've got you move again called cakes and flowers are just some of the ways we say fangled to each other. But what about our dogs? We pulled together some hints and tips to help you. Thank them man's best friend, and have our image here ever dog, chew in a dog toy by the looks of it, it has 838 likes. That is a lot of likes. 14 comments again, so quite a bit of engagement. Again, you can just go through the same thing and look at other possi, exactly what they are posting. See which are the pose had the most engagement and the most likes, and then simply replicate those posts on your Facebook page. So that is a really effective strategy. So the third strategy, which I'm going to cover in this video, is going to be used in industry related blogs. So what do I mean by industry-related blogs? Well, these are other blogs out there on the Internet who post content in your industry. So peak bets, as I discussed already, is a website in the industry. So what you can do to find its industry-related blogs is simply go to Google and type in best 100 pen blogs. Like so. That will then bring up tons and tons of different websites which all have a list of at least 100 different blocks. Now, if you actually use this website called feed spot, you can actually sign up for e-mail alerts whenever these companies published new blogs. For example, we have this website right here, I hot dogs.com. You can actually entering your email address and sign up for an e-mail alert. And you can see by the frequency, these guys will email you once a day. So every single day, you can actually sit back and get an email in your inbox, letting you know exactly what this website is posting content about. Which of course, you can then review the content and see if it's a good fit for your audience and that you can include it in your Facebook page. For example, I actually did this one to my client websites who operates in the gaming industry. They actually sell these gaming chairs. So we simply sign up for a ton of email alerts. And now every day we get at least 20 different emails from all these gaming blogs writing about all these game related content, we then simply cherry-pick the articles which we think are good and our audience would like. We then write a blog post about that on our website and then share it on the clients Facebook page. And it works extremely, extremely well. So that brings us to the end of this video. I hope you found it useful and I'll see you in the next one. 9. How To Promote Your Page And Get Likes & Engagement : So fast forward a couple of weeks and I've actually got some blog posts uploaded onto my personal site. So either proper blog posts this time the actual content on them, which is great. I'm actually shared all of these blog posts already on my Facebook page, as you can see, like so we've got one here, we've got number 1, and we have another one down here. However, if you go over to my posts, you can see other moment or the post of reaches 0 people. They've got no likes and they've got no engagement whatsoever. This is also the same with my page. If I go to about, you can see I have 0 people like in my page. So this actually brings us onto the next point, which is how do you actually go out there and promote your Facebook page to generate some likes and some engagement. So in this video, I'm going to show you six strategies which you can utilize to promote your Facebook page. And I'm actually going to implement all six of these strategies myself. And then at the end of the video, show you the results that we've managed to generate from it. So one of the first things you should do, and which is actually the first strategy, is to invite your Facebook friends to like your Facebook page. Now you can do this very easily just by scrolling down on your Home tab on the Facebook page. And you should have an option right here. Invite friends to like your page. You can go ahead and click C or friends. Facebook will show you all the friends you have on your profile. So for me I've got one hundred, six hundred and seventy five. Now you can actually go through all of this list and tick the box on the right-hand side to all the fringe would like to invite to your page. And then once you're happy, you can go ahead and click send invitations. Now, if you actually know all of your friends on your Facebook profile. So maybe you keep your Facebook very niche and everything you have on there, you actually know in real life, then what you can actually do is scroll to the top of this list and then go for select all and then click send invitations. And that way you're going to send the invite to everyone you have on your Facebook profile. However, for me, I don't know if you want to have all my profile. I mean, I don't have one hundred, six hundred friends in real life. What I am going to do it, it might incidence is literally just take the ones which I do know. And that way the more likely to actually let my page and engage at all the posts I put out there. However, before I go ahead and click send invitations, what I highly recommend you do first is to make sure you actually have some post already on your Facebook page. For example, if you go to George, George SEO, you can see we have this poster right here. We have another post, and we've got another post at the bottom, I believe. So. If you go ahead and send an invite to all of your friends to like your page without having any content on your page. First, what's going to happen is a lot of people are going to get notified about your page. They're going to go ahead and click onto your page, see that you have no content whatsoever and literally just hit the back button on the browser and carry on with their day. So to get the most success out of this, then what you need to do is to make sure you have some posts already on your page before you go ahead and start to invite your friends. So once you're happy and you've selected a list of friends would like to invite. Go ahead and click send invitations. And you can see it says invitations on now, sense inviting your friends, like your page is going to help massively increase the visibility of your page and helped generate more lights and engagements. Now you might not have 1600 friends that you can invite to lighten your page, for example, however, even if you have 50 or 100 friends, then that is still a lot of potential that you can take full advantage of to generate some more likes on your page. So I highly recommend that everyone implements its strategy as you're actually going to be shocked just how many people were actually go ahead and like your Facebook page. So that is it for the first one, and it's time to move on to the second strategy. The second strategy is to actually add a link to your page on your personal Facebook page. So this is my personal Facebook account. And as you can see, I've got this introduction section right here. It says owner and founder clicks lines, which of course is my agency. So what you want to do is go ahead and add it to your intro to having that at the top of my Facebook account is really going to help drive more traffic over to my page as, as I generate more friends on my personal account that also going to see my Facebook business page, which is going to help increase its visibility and as a MISO, help generate more likes and engagement. So to add your work to your intro section, or you need to do is go to About, go to work and education. And then click Add a workplace. And for the company name, you literally want to search for your Facebook page name. So for me it would be George. George. And then I'll go ahead and select that position. I would just put managers as I manage this Facebook page. However, if it's your business, for example, you'd go ahead and put owner or CEO, director. It is a good fit for your business. The city or the town are literally put in London, which of the city I live in. And then for description, what you want to do is go ahead and put a link directly into your Facebook page. So I'll go back to my Facebook page right here. George, George SEO. I'll go back to my description. I'll plug-in a URL like so. I currently work here. I'll put in from 2020. And typically you lead the visibility as public. However, I'm going to change it just to me for now, just for the purpose of this video. And then once you're happy with all the settings you configured, go ahead and click Save. And now if you go back to your Facebook personal account, you can see that on your timeline there's now been a post automatically created and it says it started a new job at George. George, which of course is the name of my Facebook page. And there we have our link below, which if you click it, it will link you to our Facebook business page. So this is a really good way to generate some more eyeballs on your Facebook page, generate some more traffic across to your page, which of course is going to help you generate more engagement and more likes on your Facebook page. Now the third strategy which you can use extra attitude, go ahead to your personal account where it says what's on your mind. Give that a click and simply entering a link to your Facebook page. Now the benefit of doing it this way in addition to the previous method, is that when you share a direct link as a post on Facebook, people had the opportunity to like that page from within the post. So it makes it really, really easy to generate some lights on your page without people having to go and visit your page in the first place. So why don't you go ahead and actually add a link to your page and you get the option below. We should show a preview of your actual business page. You can actually go ahead and delete this link. And then what you can actually do is go ahead and replace that link with texts like this. Hey friends, check out my new page and smash the Like button but low. So I've actually tested a few different things which you can use to generate more likes on your page. I used to say, hey friends, check out my new page and click the like button below. However, what I found was that didn't actually generate that much traction. Replacing a word we've clicked for the word smash actually resulted in a massive increase in like salami. And I've actually tested this across multiple Facebook pages for clients we set up in the past. And using the worst smash works so much better than the word click. I guess it's all to do with a psychology behind the word smash. I mean, imagine you have 10 goals and you smash them out the part, you've done a really good job then just kind of ticking your goals offer list for example. So using the word smash works really well and I've seen great results using on all of our client Facebook pages. So once you're happy with your text on your posts, simply go to the bottom and click Post. And now that will publish that on your Facebook where all your friends are going to see that on the timeline, the full strategy which you can use to promote your Facebook business page. I actually add a link to your Facebook page in your email signature. Now this is extremely effective even if you don't send that many emails every single day. And actually as a matter of fact, the older you get, the more emoji actually go into sand. I guess it just correlates to how many businesses are going to operate, how many fingers you're going to manage, how many subscription services, how many people want to get in touch with you, and so on and so on. Now this is all backed up by data, of course, as you can see, the number of emails sent and received per day worldwide from 2017 up until 2000 and 2004. You can see this has grown every single year. The amount of emails we are send in as a population or as a welder, I should say, is growing year upon year. So even if you answered in that many emails right now, I highly recommend you still add your Facebook page to your email signature. As going forward, it's very likely you're going to send more and more emails. So to add your Facebook page to your email signature, or you need to do for Gmail is go over to Settings, go to see all settings. And then under the General tab at the top, you want to scroll down until you see signature on the left-hand side, which is this part right here. And as you can see, I've got my standard of signature for my agency click Slice at the moment. But what I'm going to do is enter another line below that, and I'm going to enter in this text like so, join me on Facebook for new update and freebies. And I've got a link to my Facebook page. And what I want to do is select that URL. She go ahead and click this icon right here, which is called a link. And now this is going to make that a hyperlink. So when people click that, they're going to go ahead and get linked over to my Facebook business page. So adding this in your email signature is definitely going to help and give you a big boost when it comes to generating more likes and engagement is pretty straightforward, but it works really, really well. So once you're happy with your email signature, you want to scroll down to the bottom and go ahead and click Save Changes. The next strategy, which is actually our fifth strategy, is to invite all of your Gmail contacts to like your Facebook page. So to get a list of all of your Gmail contacts, what you want to do is login to your Gmail and it's simply head over to contacts dot google.com. Or alternatively, what you can do is go back to your Gmail, click this icon right up here, that Google Apps scroll down and then go ahead and click contacts. And then that will take you to the same page where you can view all of the contacts which have emailed since you've created your Google account. So it's access all of your contacts. What you need to do is to go to other contacts right here on the left-hand side. And then Google will show you a list of all of the people you've e-mailed since you've created your Gmail account. So as you can see, I've got a lot, a lot of people in my contacts. It's most likely going to be the same with you as well. However, you don't want to send an email to all of these people. And a lot of these people, you probably only emailed ones and you probably never spoke to them ever again. So as a result, it's very unlikely that you're going to go ahead and like your Facebook page. So actually I highly recommend that you go through the list and just see who you think it's going to be a good fit to actually go ahead and like your Facebook page. One strategy which I utilize myself, which works really, really well and works well for our clients as well. It's actually go to the left-hand side and go to frequently contacted. And this will show you a list of all of the contacts you are in touch with frequently. So because you're in touch with these people quite often, is going to be way more likely that the people aren't going to like your page in comparison to someone that you just IE mode once, maybe three or four years ago. So once you are on your frequently contacted list, what I recommend you do is that she select anyone's name or like so this will open the options at that software. You can go ahead to the drop-down menu, click All, and then go ahead and click this icon right here. And then go ahead and click Export where you can go ahead and get a list of all of these recipients and then send an email to all of them to go ahead and like your page. Now I don't actually recommend that you send out one email and then CC all of these people on the same e-mail, you'd actually get a lot more better results and the campaign will be a lot more effective if you actually craft these e-mails individually to make it super personalized, to make sure that everyone throws out the email was actually sent for them on a one-by-one basis. For example, I've got this person right here, caudate, Dave. So I would send my email today saying hi Dave, hope you are all well, our reference something that mean him having common or science we spoke about in the past such as maybe he's website design. I will just check in how he is and say, Hey, I launched a new page on Facebook. I'd be grateful if you could check out and give it a like, thanks or the best, George, but George, you wanna make sure your emails are personalized. And if you send out one email to all of these people were saying, hi please, like my Facebook page, Bye. You're not going to get that much results even though you frequently contact these people. So the more personalized you make these e-mails, that better results you're going to get. So if you actually do this properly, this is a really good strategy and it's going to generate you a lot of Facebook page likes the sixth and final strategy which you can use it to explore and invite all of your LinkedIn contacts. So it's kinda the same process that we just followed for Gmail. We want to get a list of all of our contacts is exactly the same thing, but for our LinkedIn profile. So to access a list of all of our connections on LinkedIn, what you need to do is login to your LinkedIn account, go over to my network, and then go ahead and click connections. So you can see at the moment I have 985 different connections. Once you're on your connection page, you want to go over to the right-hand side where it says Manage, sing an important concepts. So let's go ahead and give this a click now. And then once you're on this page, what you want to do is go ahead and click export contacts. That is then going to open another page where you can determine what you want to export. So in this instance, I want to go for this box right here, something in particular. Then I went to export all of my connections. As you can see, I can go ahead and request that and it's going to take roughly ten minutes. So this is actually going to download a file with all of my connection, so 0985. But of course, not all of these people are going to be a good fit to like my Facebook page. Maybe some of them I haven't spoke to in a few years. So you definitely want to sit through your list and make sure you only send the message that those people who aren't going to be relevant. And once you actually speak to at least on a month-to-month basis, I mean, of course, that you are more than happy to send a request to all of your connections. But just bear in mind that your conversion rate might actually be a little bit lower as you are going to be reaching out to people Would you haven't spoke to in maybe a few years. So as a result, there's no intention or no reason why that person would actually liked your Facebook page. So those are the six strategies which you can use to generate more likes and to get more eyeballs on your Facebook page. So go ahead and try them out for yourself. And you can also keep these strategies in your back pocket for if you take on any clients. So fast-forward four days. And I've been promoted in my Facebook page using all six strategies which I've just showed you. So why I wanted to do now is just show you how truly effective all of these strategies are and show you a result. I've managed to generate myself by following all this extra studies which I've just taught. So just to confirm, it has actually been four days. I'm not making this video for months later. For example, you can see the day I publish all of my posts on my page, we've got the 30th of December 2020 for that one. We've got the third of December for that 1202013, December again, 2024. This post. And it'll be exactly the same for my last post as well, the third to December 2020. So what date and time is it right now just to make sure that it definitely is four days later. So if I go over to Google and type in or what time is it today? You can see today is Monday, the 4th of January, 2000 and 2001, and it's just before nine AM here in the UK. So this is actually five days, however, as today is the 4th and it's early hours of the morning, I'm not going to count this day as to be honest, I haven't actually done anything so far today for this page where I have used the last four days actively promoting my Facebook page. So what resulted I managed to achieve? So if I go back to my Facebook page, you can see I have 475 people like in my page. So almost 500 people who have liked my page in the last four days. We have 497 people follow my page. So again, almost 500 people. So I managed to generate almost 500 likes and 500-page followers just in four days. So hopefully this shows you just how powerful and how effective all of these strategies are when you actually go out there and implement them yourselves. You can also see my post. I've got a lot of engagement as well. This pose in particular has reached 165 people. 26 of those people have actually engaged with the post. And the post itself has 21 likes. We've got my post below that is for each 108 people, it has 18 likes. Again, this has 19 engagements. If I scroll up and look at the other posts, we've got a 171 people. This one has reached 2003 engagements, 20 likes on this one. And the one that performed the best is going to be my EBIT here at the top, this reach 404 people in total. And we had 46 engagements are over 10 percent of the people that saw this post actually engaged with it, which is pretty good, had 28 lives on this one in total. So these are all really, really good results. And as you can see, this just goes to show just how powerful and how effective all of these strategies truly are. So hopefully you found this video useful. I'm trying my best to ensure that what I teach is actually actionable. And what better way to do that than to go out there myself and implement all of the strategies I teach. That's it for this one. And I'll see you in the next video where we're going to cover Facebook Insights and take a look at the people which have actually liked my page. We'll look at their age, what country they're from, what city they're in, all that type of information which is going to give us tons of data and help us grow our page even further. So I'll see you there. 10. What Is The Difference Between Likes and Followers : One thing I just wanted to cover very quickly is a difference between page likes and page followers. So whenever you go over to a page on Facebook and you go ahead and click the Like button, you are going to automatically follow that page. Which basically means you're going to see their posts in your news feed on Facebook. However, you can actually like a page, but choose not to follow that page. Again, meaning you won't see their posts in your news feed. So the way to do that is to go to this little icon right here, and then go to follow settings. And then simply go to unfollow this page and go ahead and click Update. So now I'm liking this page has space which is a meditation company, but I'm not following this page, so I'm not going to see the updates in my news feed on Facebook. So this is often why you will see a difference in-between amount of light you have on your page and the amount of followers you have on your page. Some people typically like to like your page, but not follow it and vice versa. So this is actually what's happening in my instance for Josh short SEO, you can see I actually have more people follow my page than actually like in my page. And another question I get asked quite often is, is it better to have more page likes or is it better to have more page followers? Well, the answer to this question is simply to have more page followers. As like I just said, when people follow your page, they are going to see your posts in the Facebook news feed, which basically means are more likely to like your pose, engage with it, and share your post of the Facebook followers as well. But of course, it is very important to have Facebook likes as well as it helps to build some social proof and some credibility. 11. Facebook Insights - Learn Who Your Audience Are: In this video, you're going to learn how you can grow your Facebook page even further by utilizing Facebook Insights. So Facebook Insights is pretty much self-explanatory. And what it does is it gives you an insight into all the data on your Facebook page. So it's accesses data. All you need to do is go ahead and click insights from the left-hand pane menu. So once you click Insights, you'll get a few different options. The first tab is going to be your overview. Now this is going to show you, as expected, an overview of your Facebook page. So by default is always set to the last seven days. However, you can go ahead and change it to the last 28 days and so on. However, as my paid was only created four or five days ago, seven days is actually more than enough for me. So you can see the actions on your page, how many page views it had, how many page likes you've got, how many people you are. Actually reach your post engagement if you use any stories or videos, you can also get insights on that as well. And of course, you can see an overview of your page followers. You can scroll down for even further to get an update on your post and see exactly how they performed as well. And also you can add a page to see how your pages performing in comparison to that page you add. This could actually be one of your competitors, for example. Now, whilst the overview tab gives you a lot of information to really see how your page performed and to view the granular data which we can use to grow our page even further. What we want to look at is actually the individual tabs on the left-hand side. For example, if you go to followers, what you will see is a detailed analysis of exactly how quick your page has grown in terms of followers day by day. So you can see I've got total 512 followers on my page. You can see when those followers actually happened. We had a massive spike in followers, actually on this date right here, the third of Jan, which was actually yesterday. And that was primarily because I implemented free or the six strategies all on one day. So I've got a big boost in followers on that day, which is really good. You can also go over to likes and see a breakdown of your lives as well. And of course, it's all going to correlate with the third as well as when I did the bulk of my promotion. So over time, as you get more data and you've been running your page for a longer duration, you should be able to correlate spikes with actually mocked in activity which are carrying out in the background. So if you go ahead and promote your Facebook page four times a week, for example, every single day you promote that page, you should go into your insights and go to likes and followers and also see a spike which correlate to your marketing activity. So we can also go over to page reaches and pageviews and so on. But what I actually want to do and show you is this part right here is actions on your page. So when someone lands on your page, there are typically four different actions they can take in total, they can get directions to your business. But of course, as mine is an online business out of me as a public figure, they can't actually get directions to my business. But of course, if you are a local business owner and you have a physical address, then someone could also get directions to your business. So if it actually went ahead and click Get directions, then that would show it in your report here. The second is website clicks. So of course for me my, my b, my Learn More button. Go ahead and click that there will go and get directed to my website. So that is another type of action that someone can take. And you have action button clicks as well. So any button that gets click on your page. And you can also have a phone number clicks if you have a number displayed on your page. So you can actually view all of this data right here within your insights and see exactly how people are acting when they land on your site. So you can see for me in particular, that most of my actions are going to be website clicks, which makes complete sense. And that is the main call to action on my page. Learn more and George, George SEO.com. So that all makes sense and gives you a good insight in exactly how people are acting when they land on your page. So actions on your page is a really good one to take a look at. The other time at which you want to look at. And it's actually the most valuable in terms of the amount of data it actually gives you is going to be the People tab right here. So once you go ahead and give this a click, you can see a breakdown of your fans, your followers, the people your posts have reached, and the people that have engaged. So you can see on your fans type out the top, it gives me a break down exactly what type of gender. Interrupt with my page more. So you can see for my page in particular, we have 70% of my fans are actually men and 30% of my fans are women. So this is really powerful data. If I wanted to run any Facebook ads to promote my page even further, I would be way better off. Show you my ads to men in comparison to women, purely because the data shows me that more men are interacting with my page that and women. You can also see a breakdown of these demographics as well. So you can see that the majority of people that liked my page for both men and women are in the age range of 25 to 34. The second most popular age range, again, for men and women, is 18 to 24. So this is really, really powerful data that you wouldn't get if you didn't set up your Facebook page. This is why it's so important to set up your Facebook page from day one before you start running any ads. I mean, without this data, I could potentially set up a Facebook ad campaign and run some ads to both men and both women and target people between the age of 13 to 17. As I might just think that that is the best thing to do based on assumptions. However, when you have your Facebook page, you actually have tangible data to make decisions on. And that is exactly what you want to do when it comes to understanding your audience. You could also get a breakdown of what country you're audience is based in as well. So you can see I've got a 62 found in the United Kingdom. I've got 19 in our Algeria, 14 in the United States of America. And you can even break that down even further and see what city they are based in. So for United Kingdom, you can see that the majority of my fans, so over half of them, 36 out of 62 of my fans are based in London. You can see the cities for all the other countries as well. So this is just for your family. You could do the same thing for your followers as well. But it's most likely going to be exactly the same in terms of the splits. So if I go to my followers, you can see I've actually got a little bit more. 71% of my followers are men and 29 percent are women. The same goes for all our data as well. We can see the age range and it applies the people reached as well. And it also applies to the people engaged. So this data is super, super powerful. So I highly recommend that you actually come in and check your Facebook page insights after you promoted your Facebook page, and then leverage that data to grow your page even fervor. Now, the final thing which are going to want to look at when it comes to growing your page is going to be your actual post. As this will give you a breakdown of what post performed the best and how many people actually reached in particular. So here are my four posts in total. Out of these four posts, one was actually going to be an image of my ebook. Of course, it had a link to the EBIT as well, but the bottom free posts were actually links where I copied a link into the Facebook create a post option, deleted the link, and then added some texts. So as you can see from my data, the top one actually performed the best. It reached 404 people and had an engagement of 17 and 29. So 17 would be how many clicks it had. And the 2009 would be the reactions such as common shares and likes and so on. So my number one best-performing posts is going to be this one. These ones did perform really well as well, but of course, nothing in comparison to my first one. So when it comes to me creating more post on my Facebook page, what I wanted to do is to go into my first post, analyze it and see exactly why they performed well. It could have been the image that I used, for example, or it could have been my copy. Maybe it was way more persuading and more engaging than the copy I use in my other free post. But essentially hopefully get an idea of what I'm trying to get across. You can really analyze the data in your Facebook page, leverage that and then grow your Facebook page even further. So that brings us to the end of Facebook marketing. And I'll see you in the next one where we're going to be covering Facebook ads. I'll see you there. 12. What We're Going To Cover In This Section: Facebook, add the basics. In this section, you're going to learn how powerful Facebook ads actually are. And trust me, whether you think they're powerful, they are even more powerful than you actually think. I'm going to show you how Facebook ads actually work as well. It's good to understand this from the start as it's going to help you learn way more faster than someone who doesn't actually understand how they work. I'm going to show you how you can set up your Facebook advertising account from scratch. I'll be going over the key and policies that you need to be aware of. This video in particular is very, very important as if you don't understand the face but add policies. What can happen is that your Facebook ad account can actually get banned and suspended, meaning that you can't run any ads it going forward. So definitely pay attention to that video. I'll also be covering the Facebook ad structure as well. So really just giving you a bird's eye view on the whole face but adds structure that auction and how it all works. So without further ado, let's get started. 13. How Powerful Are Facebook Ads?: How powerful or Facebook ads I get asked this question quite a lot is typically by beginners who are new to the industry. They've read a random blog online saying that Facebook ads on that powerful and that they don't really work, and all other sorts of myths. So in this video, I wanted to prove to you with some examples showing you some real case studies just how powerful Facebook ads Trudy are. And what better way to do that by showing you some real case studies. So we can actually head over to facebook.com, forward slash business, forward slash success and face. It'll actually show you tons and tons of success stories all using Facebook ads. Now the great thing about this page is that you can actually break it down by specific business size. For example, you can go for our agency case study, a large enterprise or small or medium-sized enterprise. You can also break it down by objective as well. So what was the main goal of that campaign was to generate more brand awareness. Was it to install more apps, more website, clicks, store traffic, and so on and so on. You can break this down or even a further level as well by industry, you can even go for product and you can also go for region as well. I highly recommend that you go over to facebook.com, forward slash business, forward slash success. And have a look at any business in your specific industry and read, learn exactly what they've done with Facebook ads to generate some awesome results. So what I've done is I've picked out free case studies. And what I'm going to do in this video is walk you through each of them, step-by-step, analyze them and break them down. So it is free companies we're going to be looking at in total. The first is a local business, which is actually a motor dealership here in the United Kingdom. The second is a business has an app. So the main focus of this campaign is to focus on generating more art installations. And the third business which we're going to look at is actually a solopreneur. So someone who runs an online consulting business. So all businesses operate in different industries and vary in size as well. So hopefully this should give you a really good idea on exactly how you can use Facebook ads to generate more success for your business, whether that's more website traffic cells and so on. So what we're going to do is look at each of these one by one. We're going to look at the campaign objectives that targets in, and most importantly, the results that he managed to generate. So let's get straight into it and we'll start with the first success story, which is my this company right here, leeway Motor Company. So leeway Motor Company is actually a car dealership hair base in the United Kingdom. So before we can figure out exactly how well the campaign, when what we need to do first is established what the company's goal was. So as you can see, it says, leeway Motor Company wanted to drive quality traffic through its website and encourage people to make online inquiry or cool the business to discuss the next car purchase. So the whole campaign was based on generating more quality website traffic to generate more online enquiries, which of course would be from people who are interested in buying one of the cars. So we can actually scroll down and look at the ads at that she run to get a good indication of exactly what ads they were shown to users. And as you can see, it says leeway Motor Company, Quality used cars at affordable prices. Ask about are incredible finance offers. Read our reviews on Auto Trader, which is a core platform here in the United Kingdom. Then you've got finance available, Contact Us five-star customer reviews. So this is actually a really good add the image are using. It is completely irrelevant to what the business does, which of course, is selling cars. So the image they've used is highly relevant and is a really good example. So let's go ahead and analyze a copy they've used for the ad, which is quality use caused at affordable prices. Ask about are incredible finance offers. So this is also really good copy as I use the word policy. Policies signifies that they have really high-quality cars and not those cheap cars activity break down after a month. So this is a really good use of words in the copy quality used cars. And typically when you buy a quality car is going to be expensive. But they explicitly say that these cause actually come at affordable prices. So if you see this ad and you don't have that much money to spend on a really expensive car, then seeing that these cars are affordable is going to make it more likely for you that you click on this ad and potentially inquire about the services. And of course, Azure probably already aware a lot of people don't actually, outright by the calls anymore, what people actually do is finance or lease the cause, as it makes it a lot more affordable to actually buy the car you want. What they've done. They've also included that in the copy as well. Ask about are incredible finance offers. So adding this line of sex air is going to be the ADA resonate with more people and definitely ones who have running on a budget. So now we've analyzed the ad creative, it's time to look at the targets in and see exactly who did they target with these ads. So if we go over to the left-hand side, you can see it says the first step was to reach people who had already made contact with all shown interests in the company and encourage them to make an inquiry. To do this, leeway Motor Company showed dynamic ads with the lead generation objective to cost them audiences of recent website visitors, people who had previously submitted and inquiry, and people who engage with Facebook page posts. Now you're probably wondering what is a lead generation objective? And essentially what this says is you can actually set up an ad. And when someone clicks on your ad instead of London on a landing page that she clicked your ad and a box like this open. So here we have an ad from Land Rover. This is a lead campaign objective. Once you click get quote, it's going to open a page like this where you're entering your full name, your email, and then maybe another option at the end. So the main objective of this ad is a person's name and the email address, which is what we call a lead. Of course, you can get other items as well, such as a phone number and so on. But the main objective of a lead ad is to get people's information. So now we have that clarified. Let's go back and continue reading. So to summarize, leeway Motor Company, what they did is they targeted people who visited the website and people who engage with Facebook posts. And the campaign they were run in was a lead objective at. So if we scroll down, we can also get a bit more information about the campaign they run. We can see they also run a concurrent campaign to find new prospective customers focusing on lookalike audiences similar to the retargeted custom audiences. This way that as we've seen by even wider, yet highly relevant audience of people who are likely to take action. So this is actually really clever what they'd done. So essentially in a nutshell, they created an ad to show to everyone who has visited the website and engage with Facebook posts. No, these people are already interested in what they have to offer as I have already been on a website in the first place. Then they then uploaded this database into Facebook. Facebook has an analyze a list of all those potential customers and then created their own lookalike audience. Which phase you are going to show that at two. So if you're wondering what a lookalike audience actually is, well, in the words of Facebook and look-a-like audience is a way to reach new people who want likely to be interested in your business because they're similar to your best existing customers. So hope you can see exactly what leeway Motor Company did. It was actually really, really clever and it works out really, really well for them. Now another thing which I also done in the targeting is that they didn't show their ads to all types of people. So what do I mean by that? So you can see it says, the team also used a slideshow format in ads that showed to card-based interests, audiences, aka segments it by gender and age. So they probably have some data which shows them, Hey, younger people are more likely to buy a sports car and the older population more likely don't really care about how sporty car looks. They want to call it to be more practical. So what they could have done in this example is show the sporty cars to a younger generation and then show them more practical cars that aren't, That's ballsy to the older generation. And of course it also broke this down by gender as well. So they might have a lot of data which shows that maybe men like to drive Mercedes and women like to drive Audis. So as a result, they're going to show Audis to women instead of men. So as you can tell what they took their targets in very, very seriously and got into quite some detail in exactly who their target audiences. If we scroll down to the bottom of the page, we can have a look at their products they use, which are dynamic ads. The slideshow which we just covered custom audiences which have caused with reach and people already on the website and then on the lookalike audience as well, which is what we've just covered. So how did the campaign do with this amazing, creative and have an extensive targeting options? Or if we scroll to the top, we can have a look at the results. So you can see the campaign led to a 27 percent higher reach, had a 31 percent increase in new website visitors, which is a big increase. And they had a whopping 200 and free self-inquiry is generated by the campaign. Now I'm not too sure how long the campaign R14, but for our local business, this is a lot of inquiries. You can also see that they 26 a monthly cells compared to the same period or the previous year. So they basically doubled the cells and running a Facebook ad campaign. So that is it for the first example. And in the second case study, we're going to be analyzing this business right here, where the primary focus is it generate more app installations. So a completely different industry. Yet they're still using Facebook ads and they're getting tremendous results. Linux is actually an app that allows customers to manage multiple bank accounts and budget from a single interface. So it's kind of an app to do with your finances and managing your money a lot better. So if we scroll down and look at the main goal of a campaign, you can see that the main goal of the campaign is to increase the number of people using the app. So it wasn't just generating more app installations. It was actually making sure that the people who downloading the app are actually using the app. So you can see that she ran a targeted campaigns, communicate with new customers and yield a high return on investment. So if we scroll down and look at the main solution, you can see that in mainly focused on brand awareness and when it comes to targeting for this campaign, they've really focused on lookalike audiences, which of course I've just covered not too long ago. So for this campaign, there wasn't really interested in generating more leads. Of course, every campaign has its own objective. And in this campaign, the main objective was to generate more mobile app installations, which of course they wanted high-quality mobile app installations from users which actually use the app. So a mobile app installation is actually a really good thing you should use if you have an app which you'd like to promote. So if you've got a Facebook page and get a bit more information about what actually mobile app installations are. Essentially these are ads which linked directly to the app store. You can download the app. So instead of people seeing your ad clicking on a landing page and then click on another link to go to the App Store. This makes conversions way more likely as people actually have less clicks to make. So wherever you have your app on the Apple Store, google Play, or the Kindle Fire Store. You can actually link your app directly to your app. So this will have a big boost on app installations for sure. So if you go back to this example, you can see that it's exactly what they were using mobile app installations. So instead of using images, they actually use short video ads, which of course, are more engaged in. The only downside to using a video ad is, of course, it's going to require more work your end before you can get the ad live. So we can actually look at the ad they ran right here. It says, and if you could predict your budget and never be found at the end of the month. Of course, bear in mind, this is actually a French company, So this is translated so it doesn't read perfect English, but can get the idea. What they're trying to get across is all to do with a budget and managing your money. The image, it seems like we haven't really chilled out lady right here having a coffee, most likely chicken a finances and she's smiling, such as nothing to write about whatsoever. And that's because she's obviously using the app to manage our finances. So again, this is a really good at and it's actually going to resonate. And we can also see that they actually chose to run this ad on Instagram as well, which is really good. And you can see the products they use for our campaign with obviously the ads, the video that Instagram ads, the lookalike audiences, the app installs as a main objective. And obviously the main goal of the campaign was to raise awareness and promote the app. So again, they got the targets and it really, really good. And they had a really good Facebook ad, creative. So both these two things are really important. Let's scroll back to the top and see exactly how the campaign performed. So they had a 31 percent reduction in cost per action. This is in comparison to the marketing activity that they were using before. They had a 40 percent increase in app installations, which is absolutely massive. So that was a big success for sure. And an even bigger success is that it had 52 percent of active users generated by a Facebook traffic. So yes, I had a 40 percent increase in app installations. But half of those people who installed the app continue to use the app and want active users. So this is really important and actually makes quite a big difference to a business as there's no point of people installing it. If I'm not going to use the app as of course, you weren't really make that much money in the long term. So this was a really good campaign and as you can see it come down to have really good targets in and having a good Facebook creative. So that is it for the second case study. And it's time to move on to the third and the final case study, which is this woman right here. Her name is murky. She's based in the Czech Republic and her business is alterative online consulting in that astrology niche. So if we scroll down and look at how Go is actually really, really interesting because her campaign and her business. Really, really niche. So you can see it says, Morocco relies on Facebook to find and engage relevant audiences for her personalized forecasts. So what does that mean, a personalized forecasts? Well, if you read a little bit about her story, you can see a childhood interests in astrology, set the stage for mercury, eventual profession. As self-taught astrologer merch, I spent 18 years honing her craft and prepared personalized horoscopes for almost 4 thousand people. So her business is based on personalized horoscopes. Now, I'm not sure about you, but that is really, really niche, yet she's managed to generate really good results from utilizing Facebook ads. So hopefully this gives you a good indication of no matter what business you operate in, how small or how nice your offering is, you can definitely still use Facebook ads to generate great results. I mean, I've never heard of personalized horoscopes in my life. But as you can see, she's a really good campaign. So let's walk through the details or the targets in and actually have a look at her main Facebook creative. So as you can see for her campaign targets in she used custom audiences from her website. So this is another example of just how well using custom audiences from your website can be. And she also use lookalike audiences. So you're always going to see these two in tandem as once you have your own from your website, it's not that hard to actually find a lookalike audience, which is also going to perform pretty well. So her targets in on the hole was really good. I'm really granular and she basically targeted people that she knows are going to be interested in our product and her services. So I'd creates a, of course actually is from the Czech Republic, is not actually in English at the moment, but I'm assuming these are all people that resonate with her business. So she's got a female in this one right here. Her reflection, I guess to do with a horoscope, who she is, what she's about. So really good image here for sure. I assume this is the word horoscope, so it's actually got the words of what a potential costumers would search all, which is really good. If we scroll along a look at another ad, you can see she's got another female again. So I'm assuming she has data to say that most of her customers are more likely going to be females, which is why she's using phenols in all of our ads. And we've got another image right here, again, very engaging and very capturing. Again, we have another female once again. So hopefully you get the idea of what I'm trying to get across. She obviously had a lot of data on who our customers are, what they're interested in, and what's going to capture the attention. So the main product she used was paid publishing. She obviously ran ads. She showed that adds in a mobile news feeds you don't conversion tracking just to see how many people are actually getting in touch with her. She had custom audiences, which I've just covered lookalike audiences. And the main goal was to drive online selves. So how did this campaign actually performed? Now remember, this is a solopreneur. It isn't a massive business out there with hundreds of staff. This is literally someone who has online consulting business and wants to utilize Facebook ads. So you can see she actually had up to 30% increase in monthly revenue, which is a massive increase for sure, especially just for one person, she had a 70 percent average return on investment. So essentially for every one pound or $1 she spent, she got 70% of that back, which is absolutely amazing. And she also had a free time that increase in return on ad investment. So what that basically means is that for every one pound or $1 she spent on ads, she generated free dollar back in return. I mean, how about that? If you can have a blueprint where every time you put in one pound, you get free pound back out. That is literally a blueprint which any business would like to have, as you can let you keep throwing money at that and you'd know you're gonna get all your money back because you have a free extra return on investment. So hopefully these three examples gave you a really good idea of just how powerful Facebook ads can be for literally any business out there, no matter how nice your business is, even if it's selling personalized horoscopes for example. So hopefully you found this useful and it's really give you some inspiration to really take Facebook ads seriously and take it to the next level and start pushing your business in the right direction. I truly mean it when I say Facebook ads have the potential to transform any business out there. So that brings us to the end, and I'll see you in the next one. 14. How Do Facebook Ads Work - The Auction: In this video, I wanted to give you a bit of background as to how Facebook ads work before we dive in and start creating the actual ads. Understanding how Facebook ads work will make the whole ad creation process so much more easier to understand. So here's the biggest thing which you should be aware of as a majority of people don't actually know this, the Facebook ads platform is actually an ocean. So whenever you are creating a new campaign on Facebook, you're literally joining a huge worldwide auction. You'll be competing with hundreds and thousands of advertisers to buy what Facebook is selling, which is real estate on the news feed, the messenger, the Audience Network, the mobile apps to display ads to the users. Now, while phase, but we're trying to satisfy every advertiser out there. The space for advertisement is pretty limited, despite as many users as Facebook has. Now, hopefully you enjoyed the image I have on my screen just showing you how pads it can be. But essentially, sometimes Facebook won't be able to fulfill all of the requests it has for advertisements. So when this happens, the highest bidder will get the most placements. The amount you pay for a click or one hundred, ten hundred impressions or a conversion is not what you're actually go into. Pe is just the maximum amount that you're willing to pay to win the bid. Now it's good to note that face it will always make you pay only the lowest amount possible to win the bid to have your ad displayed. That means if your competition has a bit of ATP and you have a bit of 10 pound, then you only have to pay 21 P because there's only one penny higher than your competition. Let's imagine Facebook has free available spots to display as and there are four different advertisers all bidding for the same spots, then this is how it work out. Let's imagine you've got advertiser one who has a bit of ATP. You've got advertise a two as a bid of 50 P will advertise a free who also has a bit of FTP. They might have appetizer for who has a lot of money in his pocket and he has a bit of 10 pound. Now, one thing I want to note as well that the real system is obviously a way more complicated than this. This is just a hyper simplification version just to give you an idea of exactly how it would work. So in this scenario of where there's only three spots available, advertiser 1 would be most likely left out and would receive low to 0 impressions. Advertisers 23 will both get a good amount of impressions, a price of somewhere between 31 pens and FTP and advertiser for we'll get the most amount of impression, a price just above those of 23. So around 35 to 60 P, no way is he or she going to be paying ten pound. So there are two important takeaways here. The first is if you try to bid too low, then your campaign may not get the exposure it deserves and you won't reach any of your goals. Remember, you always get what you pay for. This is especially true when it comes to Facebook ads. The second takeaway is, don't worry about bid in a high amount. You'll still end up paying the lowest amount possible in the ocean to get your ad delivered. So that's really important to note. Some people might think if I put my maximum bid as ten pound, then I'm going to pay ten pound every time someone clicks on an ad. It doesn't really work like that. You're only going to pay it one penny more than the highest bidder below you. Now of course, Facebook is a massive company, so it's a little bit more complicated than just having a high bid. The are a lot of other contributing factors as well. And these are the three biggest factors that can affect if you win the bid or not. Number 1 is your bid as we just run through. So when you go ahead and start to create your first Facebook ad campaign, we are going to do very shortly under the second level of your ad campaign, which is what we call your ad set level. You have an option under optimization and delivery, and this option is referred to as cost-control. Now as Facebook ads platform is basically an auction, it only makes sense that the more you're willing to pay, the more likely you are to win the auction. So if you go automatic bidding, then there's a good chance you'll be just fine. So automatic bidding is basically where you leave this box right here, cost control when you leave it completely blank and you don't put in any figures or whatsoever. So when you leave this box blank, what happens is faced with is going to ensure that your bid will be high enough to win the auction you are in. So if you did want to specify a specific price that you want to pay, then you simply do that by clicking Show More bits refugees right here. Then once you click that this box is going to expand and it's going to look like this, where you have two different options. One thing to be called cost cap and the other is going to be called bid cap. So if I was to go ahead and put in five pound in the cost-control books and then go for cost cap. You can see that the main aim of this objective is at Facebook will aim to get the most amount of clicks. And for the average cost to be no more than five pound using the cost cap bit strategy, as of course, it's saying five-pound as up in five-pound above. So that's going to be cost cap. Now, if you opt to go for bid cap, the strategy which face, but it's going to use is going to be a little bit different. So again, using the same example of five-pound, but this time I'm going to change it from cost cap to bid a cat. You can see now that phasor we're aims get the most link clicks without bidding more than five pound in any auction it using the bid cap bit strategy. Now that might sound a little bit confusing at first, but essentially what that means is if you go for cost cap, so this one right here, then this is typically best for getting the most volume. And if you go for bid cap and this is the best for controlling bids in the auction. So which one do you hope to go for? It depends on the strategy which you'd like to achieve for your campaign. Are you interested in getting the most volume or are you more interested in controlling your bid? So typically controlling your bids is best for businesses who understand exactly how much it costs to generate a cell. They noticed cells conversion data. They have all the data in house. And exactly how much is the maximum amount of money that they would like to spend to acquire a new client. So that is the first thing. The second thing which has a big impact on if your ad is going to show or not, is what we call ad relevance. So Facebook's Ads system is designed to maximize value for people and businesses as well. So as a result, higher quality ads perform better in the auction. Ad quality is simply a metric which Facebook use to determine how good and AKA is it high quality or low quality? Ad quality is determined from many sources, including feedback from people view in or hide in the ad, and assessment of low quality attributes such as clickbait titles or with your ad. So basically if you set up an ad campaign and in your ad copy, you are making wild and forth promises to customers, then that's actually going to have a negative effect on your quality. I don't know why, but I see so many people do it. They create a Facebook ad account that promoted maybe a herbal product. And in the ad copy they're making all these wild false claims how their product will help with this, help with that. And there's no scientific reasoning behind any of it or whatsoever. So what that results in is you have an ad quality and I should add not even showing anymore on the platforms. Now, when it comes to ad relevance, of course adds we have a high relevance will perform better in the ocean if they are higher quality. And what's good to note as well is that ads we have low quality Rankin tend to typically costs more, which may reduce distribution of the ads and lead to fewer results. In fact, in certain instances, if you consistently post lower quality ads, facebook systems, we'll start to consider all ads from your page domain, ad account, or any other associated entities as lower quality, AKA meaning you really struggled to generate any traffic when using Facebook properties. So when it comes to ad relevance, there are five categories your ad can be classified in total. We have number one, which is above average. So this is the highest category or ADH can be placed in. If you see this, it means your ads are all going really well and you're doing everything Great. Then below that you're going to have average, which is obviously a second. Then we have three more options below that, which are all below average and the broken up by percentages. So we have below average, bottom 45 percent of ads, we have below average, bottom 20 percent, and bottom 10% of ads. So ideally, when you are creating your ad campaigns, you want to make sure that you're out of relevance is at least average. And that way, you know, you are doing then the majority of people on Facebook. And for those wondering when you do actually go ahead and create your campaign on Facebook, there is actually a column you're going to see. Hopefully you can see it is a little bit blurry as I have zoomed in a lot. But essentially you're going to have a column in your ads manager, which is basically where you manage your ads. And it's going to let you know exactly what your ad relevance is. So you can see it says quality Rankin and this ad in particular is average. So the third and final contributing factor is going to be your estimated action rates. So Facebook determines your estimated actual rates, which are exactly what they sound like by a number of different factors. So your estimated action rate is essentially how many people face with estimates to take action based on the desired goal of your campaign. So if your campaign is it generate more cells than face? We can automatically predict how many people would think would actually buy your product if it's more than great. We'll show you that. Add some more people. If it's less than faith will start to show your ad less. So this is a metric and we don't actually see it all happens behind the scenes, but we definitely know is a factor. Now there isn't that much you can do when it comes to estimated action rates if you have a targeted ad or a very clear call to action, and that one people click that button in your ad, they land on a page which is all about the ad. The whole buyer funnel is absolutely consistent. They're not going to have any issues here whatsoever. Great. So now we have a pretty solid foundation of how it all works. It's time to move on to creating our actual Facebook ad accounts. See you in the next one. 15. How To Set Up Your Facebook Advertising Account: In this video, I'm going to show you how you can create a Facebook advertising account. So the first thing you need to know is that to create your Facebook advertising account, you do actually need to have an account with Facebook. So if you don't already have an account with Facebook, simply head over to Facebook.com and then sign up. It will actually take you just a couple of minutes. So once you've signed up to Facebook to create your Facebook advertising account, or you need to do is go over to the top hand side of the menu and click Create, and then scroll down and click add right here. And what this will do is actually load your ads manager. So your ads manager is essentially where you manage all of the ads which you create in your account. One thing I want to note, which is extremely important, is that if you want to run Facebook ads, you do need to have a Facebook page sets up. So in my instance, when I went over to Facebook, click the plus icon and then went for add straight away facebook loaded the Ads Manager, which is a page I'm on right now. However, if you don't already have a page created, then instead of landing on this page, facebook is going to show you a pop-up like this before you can create an ad, create a page with a Facebook page. You can create and manage ads and connect with millions of people who discover pages every day. So as you can see, number one, you need to create a page and then you can create an app. So just as a heads up, really, please make sure you have a page created first. You won't be able to create any ads without it. Now if you don't have a paid created for your business or any page representing yourself. So maybe your solo entrepreneur, for example. Then please go back to the law section titled Facebook marketing. As in that section, I basically walk you through exactly how you can create a Facebook page and optimize it step-by-step. So once you have a page created and you click the plus icon and you've gone to add, this is a page you're going to land on. So this is a page within that as manager and is basically where you start to create your ads. However, if you've created a page and you're still not seeing a screen like this, then a screen you're probably most likely going to see, it's going to be this screen right here. We have a few different options for choosing your goal. Now what you want to do if you're on this screen is to completely ignore all of these options and then go to this option right here, looking for advanced tools at the bottom, go to ads manager. So it's really important that when you create Facebook ads, you actually do that from within the Ads Manager as the main portal where all the magic happens sometimes by the full face, but it will take you through this really basic cell process. And the reason why you want to avoid going for one of these options right here, it, because options you actually have within these options of very, very limited and you definitely cannot take full advantage of all of the powerful features at Facebook ads gives you definitely skip all of this. Go ahead and go to the Ads Manager. And then once you click that link right here, you will land on a page similar to this. So as you can see, the first thing Facebook is saying to us is we need to choose a campaign objective. However, for now and we're going to go ahead and close this box as I'm going to go through all the campaign objectives in quite some detail later on in the course. So let's go ahead and give that a click. So essentially what we've just done now is setup off Facebook advertising account. So as you can see, it's very straightforward to set up. There are a few different ways you can get to this page as I just run through. It all depends on what default space but actually shows you. But essentially before we actually start to go in and create some actual ads, there's a couple more things which you just want to do, which is going to be under the settings. This icon right here on the left-hand side. Let's go ahead and give this a click. And then what we want to do is go ahead and click this icon right here, which is payment settings. This is going to open two options. The first is where we can add our payment methods. So it's really important that you add a payment method to your Facebook account if you want your ads to go live. Now if you don't plan on running any ads, you just want to kind of get familiar with the interface, figure out exactly how it works, but don't actually put any ads live, then you actually do not need to add. A payment method is only applicable for those who want to actually get added live out there on Facebook and all the platforms that they own. Thus, you go ahead and add a payment method is a few different options you can actually have. You can go for a bank card, you can go for PayPal, or you can go for online banking. Choose whichever suits you see once you've added your payment method, the next thing which you want to do, which is extremely important, and I'm actually surprised that not that many people actually cover it, is you'd need to set your accounts spending limit. Well, I say the word need, It's not really a compulsory thing to do, but I highly recommend you set your account spending limit as if you don't, you can very easily end up spending more money than you actually plan to do. So, go ahead and click Set your accounts spending limit, and it's simply entering whatever limit you'd like to spend on your account. And then after that you'd have to authorize any further spent. For example, I can go ahead and put in 100 pound, and that is now going to be my limit. So as you can see, you can control your advertising costs by setting an account spending limit. Your ads will be paused when you reach the limit you sit and won't run again until you increase or remove that limits. So this is really, really important and a highly recommend that everyone does, especially if you are new to running Facebook ads. So once you've added in your payment methods and you set your account spending limit. We have done everything we need to do to be able to run a Facebook ad campaigns. So that brings this video to an end, and I'll see you in the next one. 16. Get To Grips With These Facebook Ad Policies: Before you start creating your Facebook ad, it's important that you understand the key add policies for both Facebook and Instagram because there are definitely some restrictions in place in terms of targeting and the message in that you can use. So the best place to read about all of these policies is going to be on Facebook itself. So that is facebook.com, forward slash policies, forward slash ads. Once you go to this URL. And of course, I will link to this in the resource section of the course, you will land on a page like this. So there is a few things which you want to bear in mind. And the first is going to be the ad review process. So when you create an ad on Facebook, it doesn't automatically go live. Facebook actually have an internal team which review that and make sure it complies with all of the policies before it goes live on all of the platforms. So typically when you submit an ad for review is going to take up to 24 hours to get it approved. Now the more you use Facebook advertising and the more ado Ron, and the longer you've had your Facebook account for, the more likely this review process is going to be shorter. For example, if you're spending a lot of money on Facebook ads every single month and you've got a proven history of never having any issues in regards of policies, then it's very likely that your ads will be proved almost instantly. However, if you're brand new to Facebook ads, then please be patient as it can take up to 24 hours. As I said, this will improve the long will you continue to run ads for? Now? If any of the ads do get disapproved, then you'll be notified via email. And you can see you've got some steps to take action if you added disapproved. So you can go ahead either appealing, rectify the ad and then get that live on the platform. So you're probably wondering, okay, great, but what makes it adequate disapproved? Well, this is what I'm going to run through in this video. So there are obvious things you shouldn't do when it comes to running Facebook ads such as, you know, advertisement, any illegal products or services set in tobacco, drugs, you know, all the kind of straightforward stuff. But as a few definitely interesting ones on there for sure, such as number six, unsafe supplements. So as you can see, it says adverts must not promote the cell or use of unsafe supplements as determined by Facebook, its sole discretion. This is the reason why you never really see ads on Facebook, promotes in supplement products because it's all down to Facebook. So discretion, whether your supplement is safe or not, it doesn't really matter as bad as it sounds. It all comes down to Facebook's decision. So if you do operate in the supplement industry and that's what you plan on promoting with Facebook ads is definitely worth you invest in some of your time just to make sure that your products are definitely saved and at least how some certificates to back that up. Maybe you can run some test or clinical trials just to really prove that your supplement is indeed safe. Do have any issues with Facebook ads and the policies. You can go ahead and send that certificate across to Facebook and actually appealed the decision. I have seen a lot of people starting their own supplement businesses in the last few years. And I have run into a few issues when it comes to face, but add policies. So definitely ensure you get that enough time and care. So we've got a few more obvious things as well, such as current mine ads for any weapons, munitions, adult products or services, adult content and so on. But number ten is another really interesting one. I've actually seen two different businesses in the last six or seven mumps now I think in total have problems when it comes to third party infringement. So basically what it was at this guy wanted to start his own t-shirt business and what he was doing, he was gone onto Google. Finally, it's really cool images and basically stick in that image on a t-shirt and then using Facebook ads to promote that t-shirt. Well, the problem with doing this is that the images he's using from Google, they are not his images and he doesn't own the copyrights. So what is essentially doing is stealing other people's images, putting them on a t-shirt and then selling it and making a profit. Now the person who owns that image is not Province in from that whatsoever. So if you do plan on starting your own t-shirt business or your own printing company, for example. Then please make sure the images that you use all going to be royalty free as you're going to run into a lot of issues. Now if that issue, for example, and you plan on starting your own t-shirt business, then you can use these two websites right here, pixabay.com. And you can use Unsplash.com to find tons of free, royalty-free images that you can print on top of your t-shirts where you can find tons of images which you can use, which of course are royalty free and free to use. Then you can then overlay those onto your TCGA and not have to worry about any third party infringement issues. So another important one to really pay attention to. We've got a few more other things as well, such as misinformation. So again, if you run any ads, please make sure what you are saying is indeed a 100 percent correct and factual. You definitely do not want to misinformed people as that can actually cause your ads getting disapproved. You've got a few more obvious things as well, such as cheating, deceitful practices, grandma, non-existent personal health and so on. Payday loans is another big one. We speak to a lot of payday loan companies in London who want to run Facebook ads. But of course we can't actually run any ads for them as payday loans is not really in Facebook's best interests. And as a result, running ads for payday loans is going to be a complete violation of policies and you most likely cones get removed on the platform if you continue to do so. Now if we keep scrolling down is a lot more other things you need to pay attention to as well. If we go into restricted content, I want to run through a couple more, which is actually quite interesting. The other is obviously going to be alcohol. Now this one is quite interesting as essentially, this is based on your local laws. For example, in the United Kingdom, to be able to drink alcohol, you need to be at least 18 years old. So that means if you are run in any alcohol-related ads that you need to make sure that you're only targeting people that are above the age of 18. If you target anyone below the age of 18, then you're going to run into some problems. However, if you're running ads in another country where maybe the minimum age for alcohol is 21, then of course, you're going to want to update your targets in to ensure you only target people of 21 and above. And of course, there are a lot more other restricted pieces of content as well, such as subscription services, online pharmacies, ads about social issues, elections, and politics. He probably would have seen in the news a lot about Facebook ads and politicians and so on. So definitely worth given all of this just to make sure you're fully clued up on exactly what you can and what you can't do on Facebook ads. Now the last thing which I want to run through it is going to be the targeting options. So it's all to do with the positioning of your ad. And number three is a one which I want to focus on in particular, which is going to be a related landing pages. So I don't know why, but I see a lot of people set up Facebook ads and to deal with maybe wireless mouses for computers, for example. And a page you land on once you click the Add has literally nothing to do with the ad was about. So the landing page is not relevant to the ad. Now, Facebook has actually cracked down on this a lot recently. And I'm not sure, like I said, why people continue to do this, but you really want to make sure that your landing page is relevant to what your ad is about. And I know it sounds very straightforward and kind of obvious, but believe me, you'll be surprised how many people just chuck in a random link to any random face but landing page, which has no relation to the ad itself. So, so please make sure you pay attention to that and keep things relevant. And of course, if your landing page is relevant to your ad, which of course are ads should be relevant to your users and the people you are targets in, then you're going to see more conversions and more successful in a Facebook campaign on the hole. Now there are a lot more other policies you obviously need to bear in mind as well. Especially true if you're running video ads or lead adverts, for example, anytime we see on the left-hand side, then you definitely want to check out the policy portal and make sure your ads are going to be fully compliant. And if you do that, you're going to have no issues whatsoever. And you're going to have a nice, smooth journey when it comes to running Facebook ads. So that is it for this video. And to summarize, we've covered the key add policies which you need to follow when it comes to run an ad on Facebook and Instagram. And now we've got that out the way. It's time to move on into some more detailed information, which is all about how the Facebook ad structure works. And most importantly, how you can actually go out there and sell and start running your own Facebook ads. So I'll see you in the next one. 17. The 2 Options You Have When It Comes To Running Facebook Ads: So once you've created your Facebook advertising account, the next step is to decide on what tool you are going to use in order to create your Facebook ads. So you've really have two different options, which I'm going to run through in this video. And I also run through the pros and cons of each. And at the end of the video, I'll give you my recommendation. So the first option you have is going to be boost your post. So you'll see a big boost post button below all of your posts on your Facebook page. So if you go ahead and give this a click, it will open a page like this. Boosting your post is the easiest and the fastest way to start advertising on Facebook. So as you can see, we have a few different options when it comes to boost in our post, our goal at the moment is set to automatic. However, we can go ahead and click Change and actually changed the goal of the boost. We can go ahead and click. We want to get more messages. We want to get more engagement, get more website visitors, or get more leads. So this is really the main objective of boosting posts. So Facebook does give you a few different options. However, it's still a little bit limited in comparison to what you can do in the next tool, which I'm about to show you. So you want to go ahead and pick whichever goal is most suitable for you if you decide to use this tool, of course. So maybe you want to get more engagement and get more likes and comments on your posts, you would simply go ahead and click, get more engagement. Go ahead and click Save. And that is the main goal of your campaign. And as a result, what you can see facebook is now going to show your ad to people who are more likely to react, comment, and share on your post. You can change the button on your post as well. So at the moment it says Send message, you can actually change this to any other button you would like. Maybe learn more or sign up. So I'll go ahead and click, Learn More. You have a special ad category as well. This is only really applicable if your ad is about social issues such as economy and social rights and so on, you can say, you can obviously click this button right here and learn all about that. But nine times out of ten is probably won't be relevant to what you are running ads for, especially if you are boosting a post BlackBerry OK, doing right here. So under the boost your posts option, you also have an option to choose your audience. So people he would like to see your ad. You have your standard audience details which by default is going to be set to your country and it's going to have an age range of 18 to 65. So you can go ahead and edit this audience as well. So when it comes to editing your audience, I actually highly recommend that you go out and check your Facebook Insights. So that is simply going over to your Facebook page, go in over 2 insights and then come down to people on the left-hand side. And then this will give you an overview of the people that typically interact with your page. So it might instances the majority of people that interact with my page, I'm actually men, is 70% and the age range which most successfully interacts with my page is 25 to 34. So what I'm actually boost in my post, what I wanted to do is make sure I target men in the age range of 25 to 34. So I will simply go for 25, like so and I'll go to 34. And I'll show you my ad to men alike. So this all depend on the main goal of your campaign. You can also review your data on the insights as well to see where the majority of your customers are. So in my instance is going to be United Kingdom. So I can go over here and leave mine as United Kingdom. So you can get a bit more granular now in terms of who you're targeting, you can browse a type of demographics people are interested in. For example, you can target people based on how much money they make by going into financial and then go into income. And as you can see, you can talk it, household income or the top 10 percent of the US, for the top 5% to maybe show your ads to the most wealthiest people in the United States, for example, this can work really well if you have a high-end product. So if your product is really, really expensive, then you're most likely going to want to show your ad to people that you know have excess money to spend every single month. You can also go into interest as well and show your ads to people who have an interest in a particular thing, such as food and drink, for example, maybe you have a cooking book which you'd like to promote. You can target people who are interested in cooking, baking recipes and so on. So you have quite a few different options on the detail targets in. So for my instance or boost in my post about SEO, I most likely want to go to business and industry. I probably want to scroll down to entrepreneurship and tick this box right here. As it my post is all about SEO, which is getting a website onto the first page of Google. So who would be interested in that? Most likely an entrepreneur who was interested in starting their own business or potentially starting their own SEO or digital marketing agency. Of course, the options I'm selecting here are just very broad. It just to give you an idea of exactly how this tool works in comparison to the other tool which I'm going to show you shortly. So once you're happy with your detailed targeting, you want to go back and click this arrow like so. And now this will give you an overview of all of your audience settings which have just configured. So just be sure to double-check this and make sure this is all correct. The moment I can see I made a small mistake with my one on age. This should actually be 25 to 34. However, I've got 25 to 35. So just be very careful as it is very easy to move this toggle a one-to-many spaces and actually get the wrong age range, which of course was taken from our Facebook Insights data. So other moment you can see it says my potential reach. So the amount of people this could actually reach on Facebook is 1.7 million people. So this is actually still very, very broad, although Facebook deem it as a defined audience, you definitely want to try and play around with your audience and get it as most specific as possible. As the more specific your audience is, then the more targeted your ads are going to be, and thus likely the better your ads are going to perform. So in this instance, instead of meet targets in the whole of the United Kingdom plus 25 kilometers, which as you can see, has a potential reach of 1.7 million. I could actually delete United Kingdom from here. And under locations it just target a city within the United Kingdom, such as London, which of course is the capital of the United Kingdom. So we have it right here. London, England, United Kingdom. This is a city. So if I go ahead and click that, you can also update the radius as well. So at the moment is set to 40 kilometers at standard. You can go ahead and just lower that if you wish to 45 kilometers or whatever you deem is going to be relevant. You can see that as a big impact on your potential reach. So I've gone from one plane, 7 million down to 460 thousand. So once you're happy with your sessions that just simply go ahead and click Save audience. And then that is going to go ahead and save all of your settings. So you can also choose to show your ads to people who like your page as well, or people who like your page and their friends. So you might be wondering, well, why do I want to show ads to people who already like my Facebook page? Well, this is because not everyone who likes your page is going to see your post. For example, if I go over to my Facebook page right here, you can see I've got this post is reached 172 people and got 23 engagements on it. However, my Facebook page actually has 494 likes and 500 and sick people follow my page. However, is only reach 172, which is less than half of this number. So what this means is that not everyone who follows me has actually seen this post. So I can then choose to boost this post to my followers to make sure they all see this post. So that's a really good option if you find that you're not getting that many engagement and visibility from your current post on your page. So you can also scroll down and check the duration of your ad as well. So you can have your ad running for five days, four days however long you like. You'll also put in a total budget as well. And when it comes to placement, and you can choose where you want your ads to show. You can go on Facebook and Instagram by default. Now if we scroll back to the top, you can also see a preview of your ad as well. We know this is the ad, as it says, sponsored right here under the page name, which is George. George and exits a Learn More, which is the button that we have configured. So it gives you an overview of what you can expect to achieve as well. So people reach 347 to 100 thousand, and it lets you know what engagement you should generate on your post as well. One thing to bear in mind is these are all estimates, and Facebook can't actually guarantee that you will achieve these numbers. And of course, the numbers you are seeing here is going to be relevant on the budget you decide. So at the moment I've got mine to ten pound, but if I increase that to, let's say 40 pound for example, or 50 pound, you can see the numbers obviously increase as well. So hopefully that gives you a good overview and a good idea of exactly how this tool works. So now we've covered how you can boost a post and how it all works. It's time to go through to disadvantages of using this tool. So one of the biggest disadvantages of using the boost your posts option is that you don't have all of the options available to you, such as a different types of blood types. And that can be really important if you want to become a serious advertiser. There's also a few more options which are hidden as well. For example, if I go on to audience, you will see that it says for more advanced targeting features, go to the Ads Manager. So although you think you'll have a few different options by default within the boosts your post option, you can get even more features by using the Ads Manager, which is actually the second tool which I'm going to show you shortly. But one of the biggest disadvantages of using the boost your post option is that this tool is only really good for boosting a post, aka increasing the visibility of that specific post to get more likes and engagement. So the objective for you, if you want to use this tool, is simply that to get more likes and engagement. However, if you really wanna generate more website traffic or generate some app installations, then this wouldn't be the tool to use. However, it's still a great tool as you can see. It has a lot of options. It's very quick to setup and it's very easy to use. So the other tool which I want to show you is going to be this one right here, which you can access by going to facebook.com. And this tool is called the Ads Manager. So once you log into the Ads Manager and go ahead and click Create, do you have a lot more different campaign objectives which you can select from? You can choose to grow your brand while going for more brand awareness, you can have a campaign objective as reach. You can have a campaign objective to generate more traffic to your website, to generate more engagement, which is basically boosting your post. So you have the bush or post option within the Ads Manager already, but you have a lot more different options as well, such as app installations, video views, lead generation messages. You can even go for conversions, catalog cells, and even store traffic as well. So the Ads Manager is essentially a step up from the boost option. The setup process when you create an ad is very straight forward as well. Facebook uses same clean, straightforward interface, so you simply just follow it is very straightforward as I'm going to show you in great detail in the next few videos coming up. Addition to using the Ads Manager, facebook also give you a lot more options at when it comes to the ad creative. So as you can see, I can create my ad and the creative, there's going to be the image which people see on Facebook. I can go from a single image or a video. I can go for a carousel. So two or more scrollable images or videos, I can add my own creative at a headline, primary text description, a link to a website and so on and so on. So way more advanced features then you have when you use a boost, a post option. So as a result, Ads Manager is actually the option which I recommend you use when it comes to creating your Facebook ads. So now you know where to get started. I'll see you in the next one. 18. Facebook Ad Structure : Facebook ads structure. So before we dive in and start creating some ads is important. We run through the Facebook ad structure first, so you know exactly how it all works and come together in terms of the ad creation process. So Facebook organizes your ads into free different levels. So let me head over to the Ads Manager and I'll show you exactly what those free levels are. So let's imagine I'm going to create a campaign. And the main objective of this campaign is to generate more website traffic. I would go for traffic under consideration and then go ahead and click Continue. As you can see on the left-hand side, there is free different levels to this ad. We have the campaign, we had the ad set, and then we have the actual ad itself. So this can be a little bit difficult to visualize, especially if you are new to Facebook ads. So what I've actually done is created my own little charts help you really get across, is actually how Facebook ads are structured. So at the top you have your campaign. So this is where you select the main objective of your Facebook campaign. So my instance, which I just run a few, a few seconds ago, I selected traffic as the main objective. Below the campaign objective, you have your ad set. So in your ad set, you would define your audience, your placement, your budget, and your schedule. And then below the ad set, you'd have your actual ad. So this is where you define your ad creative. So what image you're going to use, what people will see and what people will land on once they click on your ad, the Facebook structure, it makes it really easy for you to organize and optimize the performance of your ads. For example, let's just imagine you're running a campaign to generate some more traffic to your website. So that is the main objective of the campaign to generate more traffic to your website. So you already established your ad sets or the people you are targeting, whether ADH is going to be placed and that the movement, you are running two different ads and you've got tons of different data on both these ads. Well, you might want to change his first add to another ad, like so to see exactly which one performs better with it the first ad, or was it the second mode? What would the structure that you can do exactly that without changing your audience you are targeting. So you can very quickly and very easily be able to identify which ad is performing the best. Now if we go back to our original colors, this also applies to the ad set as well. So maybe you want to show the same ad as you've got data to show that both ads are performing really, really well. However, what you want to do in this instance is actually tested audience who are viewing your ad. So instead of showing your ad to the audience which you've already defined, you can actually go ahead and change your ad set to a different audience, show the same ad. So hopefully you can see just how powerful this structure is. It gives you tons of flexibility and tons of different options that you can utilize to optimize your ad to ensure you achieve the best performance. So now we understand the high level phase, but add structure and how it can help you optimize your campaign. The next step is to actually create your first ad, which is exactly what we're going to do in the next video. See you there. 19. What We're Going To Cover In This Section: Facebook ads, ad creation. In this section, you're going to learn how you can create your very first Facebook ad. I'll be letting you know all about the different campaign objectives you can choose from. We're going to be covering general budgets and scheduling as well. And we'll be diving into great detail on audience targeting. And so this is basically we determine who you want to target based on where they're located, how old they are, and what gender they are as well. Once we cover that, we'll be diving into more detail and looking at detailed targets in. So once again, this is where you specify exactly who you want to target based on the demographics, things they are interested in, how they typically behave online, that is all covered in detail. Targets in will also be taken a look at placement. So exactly where you want your Facebook ads to show. We'll be going over ad creatives as well and the best practices that you should follow when creating your Facebook ad creative. I'll show you how you can set up a simple AB split test to see which ad is performing the best. And lastly, of course, I'll show you how you can analyze your ad report to see exactly how it performed and key takeaways that you can use going forward to improve your ad campaigns in the future. So let's not waste any time and let's hop straight into it. 20. Creating Your First Ad - Campaign Objectives: Welcome back. So now we've gone through the basics of Facebook ads. How to set up your ad account policies to be aware of along with the face, but adds structure. We are now ready to start the process of creating our first ad. So to create an ad, you need to be logged into your Facebook account. Once you're logged in and you want to go ahead and click the plus icon right here, and then scroll down and click where it says App. This is now going to open up your ads manager. Now you're going to be using your ads manager quite a bit. So it can be a pretty good idea just to go ahead and actually favorite this URL, just because it's going to make it a bit easier for you going forward. So the first step is choosing your campaign objective. So as it sounds, this would be the main objective of why you want to run ads in the first place. Facebook actually split this up into three different categories. We have awareness on the left, we have consideration, and then we have conversion here on the right. And under each category we have multiple options. These three categories really fit into the typical marketing funnel. We have awareness, consideration, and conversion. So if we go ahead and look at the typical marketing funnel, you can see we have awareness, consideration and conversion. So whenever you are sending something to a customer, you typically need to make them aware of your product first, in the first instance and then after day senior product, they're going to consider that. And if they like your product and actually go ahead and actually purchase it, which is where they become actual customers. Which if you think about it, it makes complete sense. People rarely by things like products or services from companies that they've never heard of in the first place. So when it comes to choosing your campaign objective, do you need to identify exactly what the main objective of your marketing campaign is to make people consider your brand. So maybe generating traffic, engagement, Lead, and so on. Or is it just simply generate conversions, aka cells? It's a really good idea to try and be clear on this from the start before you start building out your campaign. And it's going to make things way more easier for you. So let me go ahead and walk you through all the different options that we have on Facebook. So under awareness we have at brand awareness. So you can actually hover over each ones, get a breakdown on exactly what it is. And if you actually go ahead and click one of them, it will give you a description below as well. So as you can see, brand awareness obviously comes under awareness. And this is where facebook will show your ads to people who are most likely to remember them. So this is probably the equivalent of sticking up a poster on a bus or having an ad in a magazine is simply just letting people know about your brand and in hope that they will actually remember your brand when you market to them again in the future, reaches pretty similar to brand awareness. Although Facebook is going to focus on showing you add to as many people as possible. It doesn't really matter if they're going to be interested in or service or not. The whole idea here is to generate as much as possible and reach the widest audience possible. So as you can imagine, this is typically not the best thing to do for people with just dine out with Facebook ads. Typically these campaigns are best suited for companies like Coca Cola and other big companies with massive marketing budgets where they're not really focused on generating cells. They simply just wanted to increase their reach. Know it might sound pretty straightforward, but it's really important you actually understand that as I see, so many people actually go out there and say, Hey, I'm going to create a campaign for brand awareness. People are going to understand my brand and then buy my products. However, like I just said, when it comes to brand awareness, the intention here is not to get the cost them to take action or buy your products. It's literally the opposite, which is just to make the customer aware of your brand. And that is exactly why brand awareness and reach would sit at the top of the marketing funnel. So let's go ahead and look at the second category now, which is consideration. So the first option under consideration is going to be traffic. So this is where you would send people to a destination such as maybe your website. You can send them to an app, a Facebook event, or even a Messenger conversation. So traffic is typically the campaign objective which the majority of people are going to go for, especially those who are driving traffic to a landing page which maybe has a sign-up form on there, maybe or a service-based business. Even an e-commerce website could use traffic to generate targeted traffic to one of their product pages. There's so many different options you can use when it comes to using a consideration of traffic. So moving on to the next one now which is engagement. This is basically the same option which will be presented with when I went for booster post earlier on in this course, which is actually the main reason why I recommend you create your ads are used in ads manager and not by boosting your post. And you have the option to boost a post within your ads manager. So essentially when it comes to engagement as a campaign objective, the main objective here is to generate more engagement on your posts, maybe more lights on your Facebook page. And you can even generate more responsive to your events. So the whole foundation of engagement is literally to get more page likes, event responses, post reactions, comments, and shares. And that is exactly how Facebook describe it right here. So moving onto the next one, which is going to be at installations. So this is pretty self-explanatory. This is the ad campaign objective that you would use if you'd like to generate more at installations. So what people will land on once they clicked your ad will actually be a direct link to the app store where they can download your ad. And with this campaign objective, facebook is going to show your ad to people who are most likely to download ending date River app. And of course, this is all based on historical data that Facebook has. And when it comes to using app installs as well as your campaign objective is good to note as well that is included both apps on the Apple Store and includes the apps on a Google Play Store as well. So moving on to the next one, which is a video views. This is where the main objective of your campaign is going to be to generate more video views. So this can work well if you have a YouTube channel and you're looking to generate more views on your videos. And just as a pro tip, if you decide to go for this campaign objective, make sure that you keep your videos under 15 seconds in length as a type of video that will get the most views. You don't want to be having videos that are like two minutes, three minutes long, as not that many people actually go into view them bearing in mind it's going to be AD as well. So that is it for video views. And under that we have lead generation. So the main objective of this campaign is to generate leads for your business elite being someone's name, the e-mail, or even the phone number which could then use later on to do follow-up calls or maybe even send out an email marketing campaign to convert those leads into customers. One thing you do want to bear in mind if you choose to go for the Lead Generation option, is that make sure you plan ahead and actually have an idea of what you plan to send in your e-mail or what you plan to say in your follow-up calls, just to ensure you convert the most amount of lead possible to actual costumers next up, and which is the last objective under consideration is going to be messages. So this is where you set up a campaign with the main objective of that whole Facebook ad campaign is to get more people to send your business messages. And that can be both on Messenger and Instagram direct. So that finishes off the consideration objectives. I do think there's a lot of interest in objects if you can choose from. Now it's over to the next category, which is all about conversions. So the first option on the conversions is actually conversions in itself. And with this campaign objective, facebook will show your ads to people who are most likely to take valuable actions. Now, valuable action can be anything from someone making a purchase on your website, added in the payment information, cooling your business and so on. Anything that is valuable and that can be tracked, can be identified as a conversion. One caveat of using convergence that you need to be aware of, and I just wanted to highlight is that to use the conversions do you will need to have the Facebook pixel setup on your website so you can track and measure these conversions in the first place without having a Facebook pixel on your website. Facebook won't be able to optimize for conversions as he literally have no idea what is working and what is generating the conversions for you. So after conversions we have catalog cells. So this is where Facebook automatically creates products from your product catalog. And this is really ideal if you have an e-commerce store and you want to generate at very, very quickly. Lastly, we have store traffic. This campaign objective is typically used by local businesses who have a physical address. And what Facebook will do in this objective is show your ad based on a local proximity. Aka show your ads to people in your local area that are more likely to visit your local store. As you can tell, there are a lot of different campaign types that's still a lot of different marketing objectives. If you're torn between two different objectives, then don't hesitate, simply try both and compare the results. So that would evolve you going ahead and creating two campaigns which are identical aside from the fact that which you want to test, let them run for a week. And then at the end of the week, identify the top performer and continue to run the ad in the winning campaign. So instead of me just showing you these campaign objective, explaining what they mean and then leaving it as that, I actually want to make this the most practical course out there. So I'm actually going to be doing is setting up a live Facebook ads campaign for my EBIT, which I want to promote, which is this one right here. So for my actual ad campaign, which I'm going to set up, I'm going to go for traffic as I want to generate traffic to my website, which is where I'm going to have my EBIT host data. So the whole idea is to generate traffic to my EBIT and then get people to download my EBIT in exchange for an email address, which I'm later going to use to send out an email marketing campaign. So I encourage you to have a think about what campaign objective is most suitable for your business and your main marketing objective. And then go ahead and select your objective and click Continue. And that will take us into the actual Ads Manager. We're going to begin the process of actually creating our campaign. So before we do that, I'm going to go ahead and give my campaign a name. And as my campaign is all about my EBIT, which is actually free, I'm going to go ahead and give the campaign name, simply free, e-book, nice and straightforward. So once you click off your campaign name, it should actually update up here and on the left-hand side as well. So you can see what currently in the campaign level, which if you remember from our previous video, there are three parts of a Facebook ad campaign that upset and the ad, and that is exactly how I showed it a few different videos ago, the campaign ad set. And so everything that we are still doing at this moment is still all within the campaign level. So there's just a couple more things to run through at the campaign level, which is really and truly just a summary of what you specify this so far. One thing to note as well is their Facebook added in this new option right here, special add categories. I mean, this is only really applicable if you're running ads about social issues, elections, and politics. But essentially if you are running any ads for those type of topics, then you will need to let Facebook know in advance just so they can double-check the transparency of your ads and make sure you're not seeing any incorrect information out there. So under that you have your campaign details which is specified as option. That is our only option you have as if you remember, Facebook ads is basically an auction. The campaign objective is what I just selected a few moments ago. So mine is going to be traffic, which is under the consideration category. And one important thing you are going to want to do is actually click Show More Options under the campaign details. This is then going to open your campaign spending limit. At the moment there's no spending limit sets. You do set up spending limit on your account level when you actually make your account. However, it's always a good idea to add a spending limit to your campaign as well, just to make sure that you definitely don't go over your budget and that you don't spend any more capital than you originally intended. So I'm gonna go ahead and click Edit and I'll put in a campaign spending limit and I'll type in 100 for now. That should be fine. And then below that we have an option to AB test our campaigns. So essentially to see what campaign is going to perform better however face, but have actually updated it. And now you can do is offer you publish your campaign, as you can see in description right here. So essentially there's nothing to worry about for this section of whatsoever. And the last option when it comes to creating your campaign is all to do your campaign budget optimization. So CBO, which is short for campaign budget optimization. This is where Facebook automatically distribute your budget to the best performing audience to help you understand exactly what this means, this image should definitely help. So we have two different campaigns. One is not using campaign budget optimization, which is this one on the left and the one on the right is using campaign budget optimization. So let's imagine you own an e-commerce website and you're selling women's necklaces. Now you can sell these necklaces to different age groups. So what you do is you set up your campaign, set your main campaign objective, and then under your campaign You'd have different ad sets. So remember, an ad set is essentially a different audience. So you can have audience one, which is women between 20 and 40, adds it to, could be 31 to 40 and set free could be 41 to 50. So you've got three different ads, SSE, which audience performs the best. Now if you don't have campaign budget optimization, than what you typically would do is set a $10 bit at each ad set. That is, of course, if your budget is for $2, so each ad set gets $10 in total, and then you'd see which adds it produced the best results. For example, maybe Ad Set had three different conversions, so three different cells. And set 2 had five cells and Ad Set Free only had two cells. So clearly the best-performing ad in this instance is going to be ad set to. So what any good marketer would do is log into the account, see which answer is producing the majority of the conversions and then allocate more budget to the ad set. Now this would all be done manually. However, if you use a CBO, campaign budget optimization, Facebook automatically do that for you. So instead of setting your budget at the Ad Set level such as 10 dollar 10, 1.10, you will set your overall budget or $30 at the campaign level, and then Facebook will automatically redistributed that $30 to the ad set, which is performing the best, which of course is Ad Set 2. So this is typically going to result in better results for you, as Facebook already knows which ad set is performing the best. So all it's going to do is allocate more of your budget towards that ad set itself. So this actually saves you a lot of time and actually will generate you a lot more results. As you can see in this instance, Facebook is allocated a lot more of the budget towards ad set to. And as a result, assets who has a lot more convergence in comparison to the campaign which is not using CBO. So hopefully that helps you understand exactly how this works. However, in my example, as I'm going to be setting up ads for e-book and are going to be targeting just one audience. I actually do not need to go ahead and activate campaign budget optimization, but I highly recommend you activate it. If you have different audiences you aren't going to target. That's summarizes everything to do at the campaign level. Now it's time to move on to the next part, which is all to do with the Ad Set level. So I'll see you in the next video where we're going to look at the traffic, the budget, the audience, and the placement of your app. See you there. 21. Budget & Schedule: In the last video, you learned how to set the objective. We are Facebook ad campaign, and we did that at the top, at the campaign level up here. In this video, we're going to move down into the next level of the campaign, which is an asset, which is where you determine your budget, your schedule, the location, you want to show your ads in your audience. So who you want to target, the placement of your ads as well. So wave-like your ads to show along with the optimization and the delivery. So this video in particular is going to be the video where we focus on the budget and the schedule, which is this option right here. So what I will do is break down all of these videos into smaller digestible ones. So it's easier to take in all the information instead of me just making one long video. I can appreciate can be very overwhelming at science. So before we start to mess around with all these different options right here, one thing that you really want to pay attention to is this fuel gauge right here on the right-hand side and the audience definition, I actually recommend that you even write down this number right here, which is 45 million people. So this is my potential reach. So this is essentially the maximum amount of people might add is going to reach based on the target in options that I already have selected. Now at the moment, Facebook tells me my audience selection is fairly broad. So what we want to do is narrow it down to make it more specific, to get it to a smaller audience size, the smaller our audience size is, the more targeted or as a going to B, aka our ADA, actually going to show it to people who actually care about them and are more likely to click through, download our app or whatever the marketing objective is. If we do this correct, then we're going to get a lot better results and a lot more mileage out of our ad campaign. And we're also going to minimize wasted outspent. If you end up showing your ads to a really broad audience, then nine times out of 10, it's not going to perform that well. So before we start to define who we are going to target, it's always a good idea just to write down this number which is 45 million. And then as we go through and add more detail targets in this number will come down section by section. So the first option we have when you come to the Ad Set level is going to be to enter in a name for your ADSR. Now when it comes to choosing a name for your onset, one of the best things you could actually do is give you an answer, a name which identifies who your targets in. Now remember, at the Ad Set level, this is where you determine who you're going to target, such as the location of your ads, the age, the gender, and so on and so on. So it's really good idea to give it a name which describes who you're targeting. However, in this instance, as we don't actually know who we're going to target yet, has all of the options that down here below. I always like to come to the Ad Set last one, we get to the bottom of all of this information which we currently have on this page. So I know it sounds counter-intuitive, but leave the ad set name how it is at the moment which has new onset. And let's go through the next sections. So the section below the ad set name is going to be the traffic. So we want to drive traffic. You enter more details about the destination later. Of course, I would like to send the traffic to my website, which is where I'm going to be promoting my EBIT. So it has nothing to do for this section whatsoever. Below that we have two boxes, one for dynamic creative, and we have another one for offer. So a dynamic creative is basically where facebook will show a different combination of your ad based on the same elements and see which one performs the best. Now this is quite similar to split AB testing. However, I've always found the split AB tests and to be a lot more accurate and a lot more informative as it requires a lot less research my end as I know exactly what I'm testing my a variation. In comparison to my B variation. So I actually recommend that you leave dynamic creative officer, leave it how it is at the moment. Now offer is simply we get the chance to add an offer to people who are going to see your ad. They can then use that offer. So the author could be a discount code to use on your website. However, as my EBIT is free, this isn't actually applicable to me, so I will go pass that option. And this is where I really want to focus on in this video, which is all about the budget and the schedule. So by default phase gonna show you a budget of 20 pounds or $20 if you're based in the United States, for example, it's all going to be based on your local currency. You can of course, go into your daily budget and edit it to suit. So at the moment, if Facebook is telling me we have a daily budget of 20 pounds, AD is going to reach roughly 5.6 thousand people to 16 thousand people every single day, that will result in 94 to 273 clicks. So if I go ahead and lower my budget to maybe five pound, that will obviously have an impact on my reach and how many clicks might add is going to generate. So do bear that in mind and take that into consideration when you're determining your daily budget. One important thing to highlight as well is that there will be a minimum daily budget you have to specify. Now the daily budget you have to specify is going to be determined by the campaign objective you select. For example, I've gone for the campaign objective as traffic to generate traffic to my website. So if I go into this budget and enter in maybe 10 pens, for example, you can see it says your budget, it must be at least 75 P or your ads or may not be delivered. Please increase your budget for this ad set. And on the right-hand side, you can see it says your ad may get 0 link clicks. So what I'm going to do is go back up to here and I'll put in a daily budget of five pounds. Now below your budget, you're going to have your schedule. So this is this option right here. So by default, your Adobe set to run from today, and there'll be set to run continuously for ever until you pause them. However, we can very easily edit the schedule to ensure that they are not running seven days a week, 24, 7. You definitely want to give this some full. Personally, I like my ads to run during weekdays as people are more likely to take those click-throughs that going to be in work, maybe more serious about taking the action rather than just browse in on the weekend. So what I'm going to do is simply click my start date and I'll go for a weekday. I'll start in mind next week on Monday the 11th. And then I'm going to click this box right here, set an end date, that one, I'll open another box work and end my ads on the following week on the 18th. Or I could choose to run mine just up to Friday, which I'm going to do. So the 15 so they're going to stall on the 11th and they're going to finish on the 15th. My ads are going to run for five days in total. Now another thing we want to pay attention to is the time that ads are going to start and finish. So at President, my ad is going to stop at nine AM, which is absolutely fine. However, my adds a set to finish at midnight on Friday. I most likely want to change that to the time where people finish work. As I remember, my whole philosophy is based on running ads when people are in the working environment. So most people finish work in the United Kingdom at five PM. So I'll go ahead and 7800, like so. So the last option we have under budget and schedule is going to be on the Show More Options. Although this isn't really applicable to us, It's basically do your ad scheduling. So at the moment is saying and run ads all the time. However, this isn't really relevant to us. We've just gone ahead and created a schedule for this campaign. And you can't actually edit the schedule literature in your budget at a talk from daily budget, actually two, lifetime budget which are actually don't recommend. I recommend you always go for a daily budget. So essentially you don't actually need to see this option. But of course, I just want to show you everything in this course to make sure I'm not leaving out anything. So that is it for budget and schedule. So once you're happy with your configuration, it's time to move on to the next part, which is all to do with your audience, which I'm going to cover in the next video. So I'll see you there. 22. Audience Targeting - Location, Age & Gender : In this video and the next few videos, we're going to be defining the main audience for our ads. So at the top and the audience, we have the option of custom audiences. So if you have a brand new Facebook account, then it's very unlikely you have any custom audiences. And it's also very unlikely to have any unless you've saved the audience in the past. Now, I'm actually going to skip past this as I'm going to cover custom audiences in great detail later on in the course. So really and truly for the majority of people, the first way which you can actually target your ad is going to be by location. So at the moment is currently selected two people live in, in, or recently in this location. And the location specified is the United Kingdom, which is actually the country where I'm based in at the moment. So the country you're going to see here is most likely going to be the country where you're reciting. So you can't actually go ahead and click this drop down menu to get a few different options. So at the moment is set to people live in, in or recently in this location. Now this is referring to the United Kingdom, which is my location set at present. Well then I'm going to change that very shortly. Another option we have is people live in, in this location. So this is a really good option for those who are targeting people in a local proximity. So maybe you are a local business owner, for example, and you have a catchment area. You only service people who live in this location, then you definitely want to go for people live in, in this location as your main option. This is especially true as well. If you are running ads which mentioned ACT in the ad set, for example, maybe you're cooling are all businesses based in the United Kingdom. And then what you actually found is someone was actually recently in the United Kingdom, but they don't actually live in the United Kingdom. Then if you go for this option, they would actually see your ad and it wouldn't be relevant. So DB shorter, give this some thought to ensure you set the appropriate one, which is right for your business. So for me, I'm going to go for people who live in, in this location. Now when it comes to the actual location where you want your ads to show. Now typically what I found from experience is that it's best to start in a smaller area, especially if you want a new to Facebook ads. When you start off with a smaller area, you're able to review the data, figure out what's working and what's not working. You can then make the necessary optimizations and then implement that on a wider scale. So instead of me targeting the United Kingdom, I'm actually going to go ahead and close that. I'm going to search for another location in this box, and I'm going to go for London, which is a city I live in. So for me I'm going to start off at narrow. Now, one important thing I want to highlight as well is that when you pick a different location by default face, but it's going to add a radius around that. So I've searched for London, and now it's showing me London plus 40 kilometers. If you want to get rid of that, you simply go ahead, click the Menu and click current city only. And as you can see, that has now updated. My audience definition on the fuel gauge has also updated as well. It's gone down to 7.6 million. And along with that, Facebook is already telling me that my audience is defined. Now this is defined based on the location. I haven't actually added that much into my account yet. So it's really good to see my audience is already defined. However, do bear in mind as I'm going through promoting an EBIT, I could literally target any location in the world along with any other country. But like I said, if you are new to Facebook ads, I really recommend you start with a local area. That is especially true if you are a local business. If you offer business coaching, for example, then of course that can be done anywhere online. You don't actually need to target a location or a country. However, I still recommend that you actually do. Deputy going to help you get some accurate data in your local city before you start to branch out further afield. So once you're happy with your location you've targeted is time to move on to the next part, which is targeted by age. So by default is going to be set to 865. Now, what you want to do is change this age range and make it a little bit more defined. And that the moment this is a very, very broad. Now if you have no idea that age range of your potential customers, then what I actually recommend you do is you go onto Google and carry out a simple search to find out is far better than simply guessing and put in any random numbers. So let me give you an example of exactly how this would work. So let's imagine you have an amazing new dog collar which you would like to sell. So of course, you can't show your ads to dogs because dogs obviously don't buy products. So instead you're going to be showing your ads to people who own dogs. So this would be dog owners. So all you'd need to do is go over to Google and type in something such as dog owner age statistics and then carry out a search. And then as you can see, Google will return some information. And it says 36 percent of dog owners are over the age of 55, compared to just 6% of dog owners being aged 18 to 24. So this tells me straight away that the majority of dog owners are aged over 55. So of course you want to check the statistics for your country and make sure they are correct. But hopefully you get the idea here. So if I was setting up absolute target BOC owners, I will make sure my age range is going to start from 55 onwards. Now, one important thing to note, which is actually very, very handy to know is that if you already have a Facebook page created like me for example, then what you can actually do is go into your insights. And I go to people and the left-hand column. And what that will do is actually show you a summary of all the people who have liked your page. So for me I can see that the majority of people who liked my page are in the age range of 25 to 34. This applies to both men and women as well. So I can also see a breakdown of my page as well by gender, which is actually the next option which we're going to go through shortly. So this is really, really insightful and we'll really basic give the information that you'd need when it comes to setting up your Facebook ads, of course, you do need to make sure that your Facebook page is relevant to what you are running. Ads about, which you might instance, is a perfect fit as my page is all about me and I'm going to be promoted and even written by me. How can we want a 100 percent certain that this dataset is going to be reliable. This also applies to any clients you are working with to, you can simply check the insights on the Facebook page, figure out exactly who you should be showing your ads to, and then set up your ads to target those people. So for me, minus 25 to 34. So what I'll do is I'll go back to Ads Manager and I'll change this to 25 as a minimum. And the maximum is going to be 34. And for the agenda below is currently set to 0. I'm going to change mine to men solely because I had the data which tells me that men interrupt with my page more than women. This is actually another really good reason why you should definitely serve a faith that paid first before you start to run Facebook ads, as it kinda gives you a little bit of a cheat really, you can see exactly who your audiences before you run any campaigns. But of course, if you don't have a Facebook page up, it's not the end of the world and you can easily use a strategy I just showed you to figure out who you should be targeting. So once you've set your location, your age, and your gender, we're now ready to move on to the next part of the video, which is all to do with detail targets in. So to summarize what we've done so far is we determine the location, we determine our age range, and we've also determined our agenda. So in the next video, we'll dive in deeper and we'll be taking a look at the detailed targeting. I'll see you there. 23. Detailed Targeting - Demographics: So you've already learned how to target your ads by location, age, and gender. So it's time to dive a bit deeper and explore the remaining three options we have when it comes to audience targets, in which is demographics, interests, and behaviors. So let's start off with demographics. So under dtau targeting, which is just on the agenda, you can actually click this browse option right here. And what phase we will do. It will give you an overview of all the demographics you can target people buy for those who are wondering or potentially English is not their first language. Demographics is essentially reaching out to people based on education, employment, household, and lifestyle details. So let me actually go ahead and give you an example. So if we expand the menu under demographics, you can see we have a lot of different subcategories. We have education, financial, life events, parents, relationship, and work. So you can actually target people based on these lifestyles. So for example, if you want to target people that are quite wealthy and have a lot of money to spend. So maybe you have a really expensive product which you are promoting via Facebook ads. So as a result, you only want to show it to people that have a lot of excess money. So to do that, you simply come under demographics. You would go to Financial, you would go to income, and then you would tick the box at the bottom, household income, top 5% of zip codes is obviously based on the US. So it can be very, very handy indeed, especially like I said, if you have an expensive product which you are offering. Now of course, the financial and income is just one option of a demographic. You can also target people based on education as well and what they started when they're in school or college. Of course, we have a few different options as well. You can decide to target people based on life events. So life events can range from anything such as anniversary of being away from family, away from home town, the day of birth. So this could relate to your birthday or upcoming birthday as well. You can even target people based on when they get a new job. So I'm not sure if you've seen it before, but I remember when my friend and recently got a new job. It was actually about two years ago. Now, he updated his Facebook profile to say he got a new page. And then literally within 24 hours, he was seen tons of ads for champagne and capture him was celebrate your new job with our award winning champagne. So this was clearly an ad set up by an advertiser. You actually take the books on the new job, on the demographics. So it can work really, really well. You just have to really give it some full and think about what you're offering and how this can tie into a demographic. Now of course, I've just showed you two examples. They want lots and lots of other example that I can go through as well. So maybe for parents, you can talk it parents. If you have maybe a product for a toddler or a new bone, then you can tell Facebook to only show your ads to people who have recently become parents, AKA in a loss of 0 to 12 mumps. This also applies to what and relationships as well. So if I go into work, you can say that I want to show my ads to people who were in a specific industry. So maybe you operate in the arts entertainment industry, for example, you can tick this box and then that will show you add to all of these people. However, just as a word of warning for this one, what I notice is when you show your ad to a particular industry, you don't always get the best results. Now it took me probably about a year and a half to figure this out. And I've come to the conclusion that this is because people change jobs all the time. This is especially true in the age we are living in, in the digital era, people changed from job to job more than you actually realize. In fact, the average number of jobs a person will have in their lifetime is a massive number, 12. So the average person will have 12 different jobs in their lifetime, which in my view is actually quite high. So when you show it and to someone in a specific industry that can potentially be just a job they're working in. That present moment in time. That person could have changed for that job and change to another industry completely different, which mean your ad is not going to be relevant to them whatsoever. So please do take that into consideration as like I said, it took me a long time to figure that out. Of course, this is just my experience which I would like to share with you. I do know some other people which have got a lot of success with using the work demographic. So do be sure to give it some form and really figuring out if you can benefit from targeting a specific industry. So in my instance for my e-book, I'm actually going to skip adding a demographic as autonomy and option. And I'm going to target people based on their interests instead. And that is exactly what I'm going to do in the next video. See you there. 24. Detailed Targeting - Interest: In the last video, we covered demographic targets in, and in this video we're going to be covering interests Thomas in. So I personally got the most success when using interest targets in primarily for the reason I explained in the last video that if you use a demographic options such as work, for example, someone can easily change the job and change completely the industry they are working in. And then you add it has no relation whatsoever to that person. So if you create an ad, I know showing an ad to maybe people in the construction industry. You might be thinking you are targeting people who are interested in construction. But then you can later find out that that person who saw your ad, who was in the construction industry now changed and works in the city in London. And they're doing something completely different to do with IT and computer. So people would change that job all the time. And it can make it a little bit harder to target by demographics. And of course, that is me purely focusing on just one subcategory, which of course is work. So what I like to do instead to make sure I kinda bulletproof my marketing is to target people based on interests as if someone is interested in something. And they've expressed that on Facebook is quite likely that they are actually interested in that as it's not just as easy as changing the job. As of course, people typically work in a job for a large portion of their life. So they want to make sure they're in the right jobs. Or as a result, people change from job to job to find out what is the perfect job for them. However, if you're interested in something, then you generally have an interest in that regardless of what industry you operate in, as this is your interest that you typically do in your spare time or could potentially be viewed as a side hustle. So when it comes to interest is basically the same process. You want to go ahead and click Browse and then go to interests, which is a second option. And just to give you another summary like we did for the first one, interests, as you can see specified by Facebook, reached specific audiences by looking at the interests, activities that pages they have lived and closely related topics. So Facebook actually categorized people into different categories based on these interests. And you can use these interests and pull those categories into your campaign so you know exactly the people you are targeting are going to be interested in your offering. Now, just to confirm, people's interests do go way beyond just like in a page. If someone likes the page, yes, they are interested in that page. But face, we're actually looking at a lot more detail than just what pages they like. For example, they can look at your profile and analyze what words you are saying on your profile to really figure out what you are interested in? Yes, I know it can sound a little bit scary, but that is exactly how far Facebook go to really establish what someone is interested in. I mean, they can even look at what you've clicked in the past just to gauge what you really are interested in and what you are likely to click on. So if we go ahead and look at interests, you can see we've got a few different options. We've got interest based on business and industry. We've got entertainment, family and relationships, food and drink, hobbies, activities. So when it comes to you selecting a right interests for your business, you really want to have a think about what your potential customer would be interested in. Now a really good method you can use to come up with some interests is a reverse engineer yourself. So in my instance, I'm promoting an EBIT, which is all to do with digital marketing, SEO, potentially business owners, entrepreneurs. So exactly who I want to target, I myself and my own audience. For example, if I go into business and industry, I can scroll down. We've got entrepreneurship. Yes, I'm interested in entrepreneur. Would someone who'd want my e-book would be interested in entrepreneurship? Yes, they would. Because all about how to get on page one of Google, which of course relates to starting your own business, generating more website traffic and sells online. So go ahead and click entrepreneurship like so. I'm going to scroll down and see what other ones I can find. We've got online, let's expand on line. We've got digital magazine, which is another great fit as SEO is obviously a topic of digital markets in. Let's go ahead and give that a click. We've also got SEO, which is a perfect fit as remember, my EBIT is all about SEO for beginners. So I'm going to go ahead and click SEO as well. So as you can see, if you really think about your product and your offering and yourself, you can easily come up with tons of ideas which are all based on interests of the people you want to target. Okay, so, so far I've selected three different interest. So I'm going to come off and see them right now. We've got entrepreneurship and we've got digital marketing and search engine optimization. If you ever unsure of what interests you have selected, simply ask yourself this question. If I was an entrepreneur, Would I be interested in this book? Yes. If I was interested in digital marketing, would I be interested in this book? Yes. If I was interested in SEO, would I be interested in this book? Yes, of course you want to be asking those questions if you don't have a book, but you'd ask the same questions and your product and your offering. And if you get a yes, go ahead and include it. Now it's really important to note that it isn't really any right or wrong thing to do as well. When you are starting a campaign from scratch, there is going to be a big learning curve. Of course, I can guide you through what I recommend you do and the best practices. But for a lot of thing when it comes to Facebook ads and any paid advertising online. So this also applies to Google Ads. You are going to want to test things and see which performs the best. So once you're happy with the options which you've selected, the next option which you have is to target people based on their behaviors. And this is actually what I'm going to cover in the next video. See you there. 25. Detailed Targeting - Behaviours and Connections: So you've already learned how to refine the audience for your ads with interests targets in, in this video we're going to be carbon, another option which you can use to target by which has behavioral targeting. So we're still here in the detailed targeting section and we'll still work in at the Ad Set level. So it's the same process for behaviors is in the same box as well. The ones that come across and click Browse go across to behaviors and then expand the menu. And once again, just to confirm what our behavior is, you can literally target people based on what they've been doing. So that includes how much they use the Internet, what type of phone they use in Had they recently traveled, how they just come back from travel? Are they stain anywhere, new anniversaries and so on and so on. So let me actually go ahead and give you an example. So if we go over to mobile device user, you can see that you can target people that haven't been using mobile devices for that long. So potentially if you have a course on maybe targeting the older generation, which is how to get savvy with a mobile device. This could be a really good option for you. You can also target people based on travel as well, like I was just saying. So this has actually happened to me before. And as you can see, under travel, we have an option for returned from traveling on week ago, returned from traveling two weeks ago. So I went to Morocco with my family about two years ago now. And of course, I put on my Facebook and updated my status, let everybody know. And literally after being banned in the UK, I think it was about four or five days. I was seeing ads on my Facebook for reclaiming money for delayed flights. So if your flight is actually delayed for two hours or more than you can actually claim compensation. So what is advertiser was doing was obviously using this option to put the ad in front of people who are most likely going to need the service. Of course, there's no guarantee that these people are actually going to have delayed flights. And it might instance, my flight actually wasn't delayed, but it just kind of helps minimize your target audience and make sure people that are seeing an ad could potentially be a good fit for your service. However, in my instance of promoting my e-book, I'm going to go ahead and leave these and move down onto the next part, which is actually hidden on the Show More Options and it's all to do with connections. So you can actually choose to show your ads to people who have a connection with you. And what I mean by a connection is I mean people who have actually liked your Facebook page, friends of people who have liked your page, and so on and so on. So if you actually go ahead and expand the menu, you can see you can target people who like your page, friends or people who like your page, or you can exclude people who like your page. Now, one thing which I just wanted to highlight is that if you go ahead and select maybe an options such as people who like your page. This doesn't mean that phase where it's going to show your ads to all of these people we specified and people who like your page. What it actually means is the opposite. That means that Facebook is only going to show your ad to people who like your page and who also meet all of these criteria above. So if I go ahead and select people who like your page, and then add my page, which is going to be obviously George, George. This one right here. You can see my audience definition on the fuel gauge goes to really, really specific potential reach fewer than one in 1000 people. And I also get a message from Facebook. Same audience is too narrow or broaden your ad to enable this ad to deliver. So this is really important to know. As I know, a lot of people get mixed up with this. These two things work in tandem with, like I just said, people need to meet this criteria and this criteria down here as well. So having people who liked my page as a main connection is making things too narrow. So I'm going to go ahead and simply delete that, put that back to none. And now my audience has gone back up to 430 thousand. I can see an overview of my estimated daily results and clicks, and it all looks pretty good to me. Now of course, if you are working with a client, maybe ever really big client who has a massive Facebook page with tons and tons of likes. You can of course, go ahead and select that option as it shouldn't do too much damage whatsoever. So that brings us to the end of our detail targets in, and now we know exactly who we are targeting, which is people based in London between the age of 25 and 34. Why I'm actually going to do is update my Ad Set Name and I'm going to change it from new onset, which is a default name. Facebook give you, and I'm going to give it e-book. It's in London, which is a place we are targeting, followed by the age range which is 25 to 34. So following this format when it comes to naming your ad sets, is going to make your life so much more easier, especially if you plan on becoming a serious marketer and having multiple assets. As remember, at your onset, you basically determined who you target. So having who you target as the ad set name, it's going to save you a lot of time as you'll be able to look all of the ad sets and in seconds easily identify who you are targeting. So that is it for this one. And I'll see you in the next video. We're going to be looking at placements along with optimization and delivery. 26. Placements + Optimisation and Delivery: So now we finished populating all of our details for audience targeting. It's time to move on to the next section, which is all about placements, optimization, and delivery. So just to remind you, we are still working within the ad set level. And the remaining things we need to do now are actually the last thing that we have to do before we can go on and actually start to create our app. So when it comes to placements, facebook is going to automatically place your ads in four different places. Those four different places at being fought different platforms. So you can actually have a look at what there's four different platforms are by simply clicking manual placements. And as you can see, we've got Facebook itself. We have Instagram, we have messenger, and we have the Audience Network. So Facebook, Instagram and Messenger are quite self-explanatory. But for those who are wondering what the audience network is, the Audience Network is essentially a network of apps and websites where Facebook can also publish your ad. Now we don't actually have a full list of what those apps and what those websites are. So it is kind of a gray area, to be honest. So you may want to edit your placements to ensure you have full control over where your ads are going to show. And just to clarify why Facebook chooses to automatically show your ad on Instagram and Messenger. Well, that is because Facebook actually own Instagram. They did actually buy Instagram in 2012. And in regards to messenger or Facebook, actually built messenger their self and launched it in 2011. So this is actually why a phase where it's going to show your ad automatically on these platforms. Now, like I just said, Audience Network is a bit of a gray area. So what I'm actually going to do is untick this as I don't want to show on the Audience Network. As like I just said, no one really knows exactly what those apps and websites are. And what I'm going to do is really focus my efforts on the Facebook news feed as far as where people typically get the most click-throughs and engage with your ad. So what I'm going to do is simply untick Instagram and Messenger. And that is now going to de-select all the options we have below. And I'll just be left with the Facebook platform. Now within the Facebook platform, we have multiple places where our ad can show. It can show in a Facebook news feed. It can show in the Facebook Marketplace. You can show in the Facebook video feeds, and it can also show in a Facebook right column. Now I've actually got some data from my previous space or ad campaigns that tells me that my ads typically perform better in the news feed in comparison to the video feed and the marketplace. Now I guess it comes back to the whole philosophy of when people are on the Facebook marketplace that typically looking for something to buy, say they already had one action in the mind which is finding what they want to buy where in comparison when they're on the Facebook news feed. So just scrolling down the Facebook page, they're more open and more susceptible to see in ads. So what I'm going to do is simply untick the Facebook marketplace. And I'm also going to untick Facebook video feeds. So on the Facebook platform might add is only going to show in the news feed. And in the right-hand column, you can see we have a few more options down below that come under Facebook. We have Facebook stories. We've got in-stream, and we've got search and Facebook search results. We've also got another one down the bottom, which refers to articles. So I'm going to untick article. I don't want ads to show in any articles. I'm going to take it off search as again, if someone is on Facebook, search him or something, then I have one clear goal in mind, which is a carrier or search for whatever they are searching for and actually find what they are searching for. So I'll go ahead and untick that. I'm also going to untick in stream as this is basically we are adding shown to people who are watching videos. From my own experience when I'm watching videos on Facebook, I do find it a little bit annoying where actually see an ad between these videos. So what I'm going to do is simply unzip that and stories. I'm actually going to leave on as I'm actually a big fan of using stories as, as you can see, when you opt for stories, facebook will show your ad in an immersive, full-screen vertical ad. Now as I'm promoting an e-book, which of course, if you look at the eBook, you can see it is vertical and when you view on a full screen, it does look really, really nice. So what I'm going to do is leave the box for Facebook stories actually checked. Now of course, all the options I'm going through it is going to be a good fit for my ad, which in this case is obviously going to be an e-book. However, do bear in mind, you are going to want to edit the settings to suit whatever you are promoting and the audience you are targeting. For example, if you are promoting maybe a product, then actually including that in the Facebook marketplace might actually be a good idea as people who visit a Facebook marketplace are in the mindset of buy-in. So if you then have an e-commerce product in front of them, it could be a really good fit. However, as my EBIT is completely free and it doesn't cause anything, it's obviously isn't a good option for me. So hopefully you get the idea what I'm trying to get across here. And you can really use this as a guide. You really want to think about where you want your ads to show and kinda have a logical reason in the back of your mind to exactly why you want your ad to show on that platform. And my advice to you, if you are completely new to Facebook ads, start off with the Facebook news feed and the Facebook right-hand column, as they are the two core places where people typically get them most click-throughs and engage. Now once you're happy with all the platforms you selected for your ads to appear on. It's another good idea to have a look at the fuel gauge on the right-hand side. And as you can see, my potential reach has dropped down to 250 thousand. So my audience is getting more and more defined. This is also had an impact on my reach and amount of clicks I can expect to get every single day. As of course, as you untick other platforms on the top, your potential reach and amount of clicks are going to generate every single day is going to go down in correlation with that. Now, of course, this isn't a bad thing. It's just something to be aware of as if we're trying to generate maybe 400 clicks per day, for example, then you don't want to make her attitude placements specific. So once you're happy with the platform where your ads are going to show, you can then move on to the final option which is under placements. It's actually hidden behind this option right here where it says Show More Options. And this is basically where you can decide what devices are ads are going to show on. So if you'd go ahead and expand that, you can see you can actually target people based on what devices they use. So at the moment, and by the fourth, Facebook is going to show you it adds the people on all devices. Now, all devices simply refer to what device the user is using. So that could be either Android phone, it could be our iPhone, which are caught using the iOS operating system. And then you can choose to target people who only use Android devices, iOS devices only, and feature phones only. So of course, as you go ahead and choose one of these options, you are once again, go into narrow down your audience and make it more defined. So if I go to Android devices only my audience goes from 250 thousand and that goes down to 120 thousand people. However, what I actually want to do is actually target people on all devices. So what I'll actually do is leave it on all mobile devices and I won't actually edit any of those settings. You can also tick a box or only share as a people when they're connected to WiFi. And the whole idea behind this is that when people are using Wi-Fi, typically speaking, the internet is going to be more stable and more reliable. So there's no chance of them may be clicking your ad and then run out of data. However, as more contracts these days come with more and more data, azure probably fully already aware of. I'm actually not going to go ahead and take this box. I will leave it all as standard. So let me go ahead and click Hide options now as that covers everything to do with placements. Now, next up is optimization and delivery. So this is basically where you tell Facebook exactly how they should optimize your ads for the best results possible. So by default is going to be set to link clicks, but we do have a few different options. So let me go ahead and click the drop down menu and I'll walk you through which each and every one of them means. First off is obviously link clicks, which is selected by default. And when you opt for this method, what Facebook will do is show your ad to people who are most likely to click on them. So this is great as a main aim of our campaign is obviously to generate more traffic to our website. Now, a new one which Facebook has added is this one right here, landing page views. So the difference between landing page views and landing page clicks is that when you opt for a landing page views, basal is going to show ads to people who are most likely to click on your ad and then actually load up your website. So by optimizing for landing page views, what you're actually doing is telling Facebook to optimize for better quality traffic. As Facebook is going to find people who are most likely to click your ad and then view your website after where it when you go for link clicks at longer someone clicks your ad, that is going to count as one clip. That person could actually click on your ad and they're not actually view your landing page where you have your author or whatever it is you are trying to sell. So typically speaking, landing page views is going to be the better choice to go for. However, one caveat which I just want to highlight is at the time of recording landing page views is a new delivery optimization method and it's actually still being tested and is in development. So if you go over to Facebook support page, you can see for landing page views, this metric is still in development. Now if you go ahead and click what that means. So what that basically means is facebook is still testing things and things could change. So it may not be the best option to go for President, as is currently still in development. Typically when Facebook launched, new optimization delivery methods is best for them to refine everything in the backend first before you actually go ahead and start using it. To be honest with you, I'm not sure why they even release him when things are still being tested. As of course, Facebook still doesn't have this method down 100%. So what I'm actually going to do is add a link to this in the resources. So you can actually go ahead and visit the support article and you can see exactly when it's being updated. If you go on this URL and it doesn't say this mixture is in development, then I would suggest you actually go ahead and use this overusing link clicks. So let's go ahead and look at what other options we have. We have daily unique reach. Now this is basically where Facebook is going to show you how to add only two unique people. So how many times have you gone on to Facebook in the past and you've seen it multiple times. Now that actually leads to what we call ad fatigue, where people will see your same ad over and over again. So if you go for daily unique reach, then you won't actually be prone to this as phase where it's going to share out to new people every single day. The last option we have is impressions. And this is basically where phase, where it's going to show it to people as many times as possible. Now it's really important to highlight that when it comes to impressions, this would literally be the same person 10 times. The main aim here isn't to generate as much unique views as possible, is to generate the most amount of impressions. So based on what I just said, I'm going to go for link clicks. However it like I just said, I highly recommend that you check out the support article for a landing page views and double-check when it's out of development as that would be my number one choice. So I'll go for link clicks or like so. And now we have another option to actually control how much money we are spending, which in this instance isn't actually relevant to us as the main aim of this campaign, generate as many clicks as possible over to our website. And of course, in addition to this, we have already set a budget at the campaign level, and we will also set one in our account level as well. So the last option we actually have is going to be telling Facebook when we want to be charged. So this is hidden actually under Show More Options. So under that it says when you are charged. So by default it's going to be set to impressions. But you do have another option to tell Facebook to only charge you when people actually click on your ad, which is exactly what link click is. One important thing to highlight now is that if your link click like mine is grayed out, this is typically because you are working on a brand new Facebook ad account and you have no historical data to let Facebook know that you are actually a trustworthy advertiser. So I do believe need to spend at least $10 actually on this option here, probably hover over this little icon and it will tell you exactly how much you need to spend like so, so you can see it says there are two reasons why you aren't able to be charged anything by impressions. The marketing objective that you selected only allowed you to be charged for impressions. So this isn't actually the instance for us. So here we are. This is the next box which is applicable for us. If you create a new account, you have to spend at least USD $10 getting charged for impressions before you can switch to being charged. Anything else? We require the minimum spend to ensure the integrity of new accounts. So like I just said, and this is a brand new ad accounts or I don't have that option. If use up a brand new ad account as well, then you also won't have that option. So once you've unlocked that option, you will want to go for link clicks and tell Facebook to only charge you every time someone clicks on Add. Basically when you have impression tick what I have at the moment, that basically means face where it's going to charge you every time someone sees your ad. That is what an impression is. So as you can imagine, this isn't the most effective strategy to use. As you can show that add to 100 different people out of those 10, a 100 people know and as she clicks your ad, but you will still get charged by Facebook. So, so it can be a little bit annoying, but if you are new to face but adds and unfortunately don't have any other choice. We'll go ahead and click impressions for delivery type. You're going to want to leave that as standard. And to be fair, you can't actually change it unless you actually add a cost-control at the top. So that brings us to the end of our ad set level. We've now configured every single thing we need to do in terms of our targets, in where we want our ads to show who will go into Target. So that brings us on to the final part of the ad creation, which is going to be creating our actual ad, which is what we do at the add level. Now of course, the adequacy is the final part of the Facebook ad creation process. So let me go ahead and click Next and will be taken on to the next level, which is where we create our ad. So I'll see you in the next video where we're going to be doing exactly that. 27. Facebook Ad Creatives - Best Practices: Before you actually start to create your ad creative, excuse the pun. I want to go through some of the best practices which you should follow as when you do come into the Ads Manager and start to create your actual ad, you can see you have to select a few different things that are imaged, the media, your primary tic or headline description and so on and so on. So to give you some background information and really help you understand exactly what you should be saying in these boxes. It makes sense that go through the foundational stuff first. So there's eight things in particular which you want to follow. So the first thing is you want to make sure you highlight what makes your company unique. So if we take this example from an orthodontist, you can see I've got this ad they created on Facebook is by a company called bliss offer dances. And as a primary texts, which is a text you see right here, they have opted for a family orthodontists with over 20 years experience. Now this is a really good example of a company highlighting what makes them unique. They are a family orthodontist. That's one thing. Not everyone can say that. And they've also got over 20 years experience. So again, that is unique to the company. So this is a really good example of a company getting it's spot on a novel orthodontist company could literally come onto Facebook, create another ad, use the same image but for the main text at the top, instead of saying a family orthodontists with over 20 years experience, they could literally just say, get your teeth straightened today. I mean, how many other orthodontics companies out there can say that literally all of them as a main service they offer. So when you actually focus on what makes your company unique, you are automatically going to stand out from the crowd number to focus on the benefits and not the features. So this is a really, really big one. So here we have an ad from Slack. Slack is basically a communication platform where you have multiple channels. So the whole idea, you have a channel for a dedicated purpose. So if you are running a marketing agency, for example, you could have a channel which is solely focused on client proposals. You could have another channel for client invoices, client fulfillment and so on and so on. And the whole idea is that in that specific channel, you only talk about what that specific channel is about. So in the client reporting channel, you would only talk about client reports and things. So that helps you keep everything nice and organized. So the main benefit of slag is not that it has all these little channels and how it works. The main benefit of slack is that it keeps your conversations, organize, which means you can keep your team on track. Now, how many times have you logged into your email and you literally can't find the email you are looking for. It's simply because it's not organized and you have no idea where it is. So slab is basically a solution that solves that. So like I said, it all comes down to keeping our conversations organized. And as you can see from this ad, they are choosing to focus on the benefits of the product and the features. You can apply this to literally anything out there. Let's imagine you own a local massage company, for example. Why do people typically get a massage? It's not because they want to massage is typically because I have a number one, they want to relax. On number two, they have some back pain which they would like to be relieved, which is why they want them massage in the first place. So if you watch them Assad company for example, you would make sure that your ad says, get rid of back pain, relaxed today, not simply get a 20-minute massaged today. As that isn't really that beneficial whatsoever. Now that might sound pretty straightforward, but believe me, it has such a big impact on what really resonates with your users. Number 3, make it clear what you are offering. Now, look at this ad from a company called magnesium. It says, during one of the fastest growing, immerse successful franchises in the US, get them master franchise rights for your entire country. Start a business with huge revenue potential. Then it says, own a business with a mission. Click the button, learn more to find out more about this ad. This ad is very well done as it super clear what we're actually getting. We are getting a chance to join the fastest growing and most successful franchises in the US. And on top of that, we have an image which actually backs up what the ad is about. So you can see from the image, I've got a lady working on her laptop. We've got some spreadsheets and some pluss times divide sign. So the whole idea is figuring out how to start a business, your spreadsheets working on a laptop. So it ties really, really nicely in with the ad text. So this ad is super, super clear. So you definitely want to make sure that your ad copy and your images tie up just to make it super, super clear on what you have to offer. Number 4 include price promotions, cells, and offers. So this should be pretty much a given if you operate an ecommerce store. So here we have a really good at example from a company called as Wolverine. The primary texts, which is it takes here at the top it says finally, a protein made the way it should be. We have 26 grams of protein per serving and a mouth watering honey, cinnamon, peanut butter flavor gains have never tasted this good. They have an image of the protein shake, which is pretty nice. Then I've got some text below saying paste, again, build your body. So the whole ad is obviously promoting the protein shake. And then at the bottom they say, use code, take 15 off for 15% off at the checkout. This is an example of add whose Josie using a promotion to promote their product, it works really, really well. E-commerce products. The only thing I would say they could actually do to change his ad to make it a bit better. Is it actually include the discount rate of 15 percent off in the main and primary text. And this is always going to be visible on no matter what ad format you actually select. So again, adding promotions is a really good way to generate some more cells and conversions from your ads. Number five and the scarcity or urgency. So it's all good and well at a discount to your ad, however, you can even take it one step further and say discount code only valid for 24 hours. That is also going to help generate more cells as when you add a sense of scarcity and urgency, people automatically psychologically make decisions based on that and are more likely to actually take action. So some examples of some things you can say to add scarcity and urgency would be, so ends tonight. Last chance to get 40% off selling fast. I mean, I've seen that one so many times. Any work so well or maybe I'll do a bit of online shopping. I'll go into a website. Maybe I'm trying to buy a t-shirt, for example. I will click on the Items product page and it was a Selim phos only fire blessed in. Stop. And I'm like, Oh my gosh, I need to buy that t-shirt straight away before they run out of stock. So many companies use scarcity and urgency in the marketing. And the biggest reason why is because it works so well. So if you add it to your ad copy, you can actually get a lot of success from number 6, use customer testimonials. So this is another really good one. So here we have an ad from someone called the Betty Crocker. And the ad is literally a testimonial of what the person says below. It says, I've kept my weight down lower than I've had it in years, all summer long. The body fuel system is just so easy. You have your recipes or grocery list, your meal prep, everything there at your fingertips. It's like a map. The benefits of this system for yourself. Click below and then it has a link to obviously the landing page we can get access to the system which is up for grabs. So this is a really good example as someone who was trying to lose weight will see this and it will really resonate with this message, especially if that person in particular has been struggling to lose weight. So this is a really good example of how you can use a cost or a testimonial to really resonate and trigger the emotions in your audience. Number seven, you want to split tests at different images. So whenever you create an ad, you don't just want to create one, add with one image and then leave it as that, as you will have nothing to compare that at two. So at the ad on the left generates ten clicks, for example, how do you know that's actually a good ad? Could you actually have a better performing ad? The waiter know what ADH is performing the best is as simply create multiple ads. And the way to do that, it's a split test one variable. So in this example we have the same ad. The only thing that changes is on the image on the left we have kind of like a character as a man. And on the image, on the right we have a picture of a real man. So you can actually test both of these ad copies to see which one performs best. And just as a heads up one's give you a bit of a clue. Typically the ADB actually has real physical people in it. So this person right here, this is going to outperform this one every single time. And it's to do with a psychology of the way of how the human mind works. People are typically more receptive when they see a real human in comparison to just an icon of a human. So you definitely want to be split testing your ads to see exactly which one performs the best. And of course I'm going to show you exactly how you can do this shortly. So the last thing which you want to consider when it comes to creating your ad creative is to consider the psychology of color. Now you might have seen this color emotion guide before, but basically what it tries to get across is that specific colors give off different emotions. If you take the color yellow, for example, from a psychological standpoint, the cholera yellow normally triggers that emotion or feeling warm, feeling happy, which is obviously why the sun jello, you've got the McDonald's logo so that big yellow M, which is obviously the slogan is loving it, feeling happy and warm. Colors like blue, which tends to give off more trust signals. You've got other colors such as red, which gives off more excitement, such as Nintendo, Coca Cola, and so on. Even Lego is another really good option, which you can see from the image just behind this right here. So one thing you definitely pay attention to is the color of your ads and kinda tie that in with the main emotion you want to give off. For example, if you own a company which specializes in interrogation, and you probably want to avoid a nice cheerful color like this, as it doesn't really tight with a whole psychology of color. Now, do bear in mind, this isn't saying you have to actually go buy, just to give you an idea of things you should be thinking about when you are creating your Facebook ad creative. So now we've gone through eight of the best practices. I want to show you a bad example of an ad creative. Do you know exactly what you should be avoided? So here we have it. We have an ad by a company called Prevention Magazine. It says, so long winter beauty bloggers, and they even say hashtag ad at the top as well. We've got an image of, I'm not actually too sure what that is. Might be a dehumidifier. I'm not too sure. And then below that they say five tips to say goodbye. It's a winter skin and they have a display URL of Palmer's dot com. So what do you think is bad about this app? I'm going to give you a few seconds to go ahead and pause this video and then write down three things which you think is bad about this ad. So what do you think is actually bad about this ad? Well, the most obvious thing which is bad about this ad is number one, the image is not very clear at all what this image is, a bow. And on top of that it is another thing really. The image is not really centered at all whatsoever. So we have an image of, let's just pretend these are the dehumidifier. I still don't know what it is, but it's all the way here on the left-hand side or the ad, what you actually want to do is center up your images so it looks good on all devices across different platforms where this company and just stop the dehumidifier over on the left-hand side and it gives it a really weird proportion. So that's number one and number two. The second bad thing about this ad is that they actually say the word add in the title. I've never seen any company do this before. There's no need to say your ad. An ad is very clear. Your ad is an actual ad as it's going to say sponsored. So again, you shouldn't be doing that whatsoever. That is the third thing. The full thing they could do to improve this ad is focused on the benefits of the product and not the features. So at the moment it just says, so long winter beauty bloggers. I mean, I'm not even sure what that actually means, but then the ad tech should be talking about just that the benefits of this to your skin, maybe get clear skin in two weeks using our dehumidifier, a clear benefit of the product. So now I've run through the eight best practices that you should follow. And I've shown you an example of a bad ad. It's time to move back over to our Facebook interface. What we're going to start designing our Facebook ad creative. I'll see you in the next one. 28. Creating Your Facebook Ad Creative: So now about within the Facebook ads manager and the last step is actually create our creative. So this is done in the final level of your Facebook ad creation process. What the campaign, the Ad Set level, and we're now in the ad level. So the first thing you want to do is go ahead and select your relevant Facebook page. You should only have to do this if you have multiple Facebook pages. I have one for my agency, for clicks lice. So I'm gonna go ahead and make sure I select the right page. We should all see George, George the army created in Facebook marketing. And now the next part is all to do with your ad setup. So your ad setup is basically the format of how your ads are going to look. So what I recommend you do before you start talking to him through these options is you actually click the Preview mode on so you can see exactly how these different options look. So you can go for a single image or a video. You could go for a carousel where you have multiple images so users can scroll through the images on the right-hand side. Or you can go for a collection which is a group of your items that when you click it, it's going to open a for mobile screen experience. So what format you go for is going to be dependent on the campaign objective. Typically, if we're looking to generate more traffic to a website like I am in my instance, then you're better off going with a single image or a carousel. And nine times out of 10, it's going to be a single image and they're pretty much straight forward. You have an image, people click it, and then it gets sent over to your website. So let me go ahead and go for a single image or video. And now below the format, we have two options are both for full screen mobile experience. So what you can actually do is add an instant experience to your ad, which basically means when someone clicks your ad, instead of just seeing your ad how it is or go into your website, it is going to open that ad full screen so people can see the image very, very clearly. Now whether you need to tick this box all depends on exactly what you are promoting. If you uppermost in, let's say some canvases that you have for cell, then having it in an instant experience it difficult to add some benefit to your campaign as your whole campaign is really based on what people see, which of course is going to be your visual art pieces. However, as mine is for an e-book, I actually don't need to go ahead and take any of those boxes. So now we move on to the main thing which is all to do with the ad creative. So this is actually what people are going to see and where they're going to land once they click your ad. So the easiest thing you could do if we don't have any images is actually just plug-in your website URL. And what that will do, it will take images from that URL and use it as a main image for your ad. So in my example, I actually want to generate more traffic to my EBIT, which I have here. So actually I have my EBIT on my personal website, might access the e-book. You do need to go ahead and click this Download Now button that then opens a pop-up. So really and truly do I want to be sending people to my website where they can't really find my ebook straight away. And on top of that, there's tons of different things that can get distracted on, such as my other courses, reviews, posts, and so on. So the answer to this question is going to be no. Whenever you are determined on where you should send people, you want to make sure that where you send them is super focused and has as little amount of distractions as possible. Distractions being things that take them away from the main objective of your campaign. So I see I have my ebook on this website called gum road. So this is dedicated landing page for my e-book. I probably should set up one of my personal site as well, but this was just a lot quicker. So what I'm actually going to do is this URL as part of my ad campaign. So I will take this URL. We're back to the Ads Manager. I'll put that in as the website URL. And what you will see Facebook will do is it will take the image from that page and use it as a main image for my ads. Now, we can actually see exactly how these ads across different platforms as well. So the platforms are going to see previews on, is going through the platform with which you selected earlier at the Ad Set level. So we can see this is a preview for the Facebook feeds. This would be a preview for the Facebook right-hand column. And this would be a preview of how I might add is going to view in Facebook stories. So you may have noticed that I might add really only looks good on the Facebook story platform. It doesn't look good on the face that right-hand column, the book gets cut out and it gets caught out on the Facebook news feed as well. So if you notice this is a case we have your website as well. What you want to do is simply go over to Add Media and actually add a dedicated image for this ad. So you can do that very easily just by clicking Add Image and then actually upload the image you would like to show for your Facebook ad, which is this one right here. So go ahead, select and then click Next. Make sure it all looks good. You might want to crop it on horizontal columns and what not. But once you're happy with what you see, you can go ahead and click done. And what it will do is load your image into the browser where you can see it looks a lot better if an image still hasn't come through them. What you may need to do is actually click the button up here and then go to edit. Go ahead and just select the image by going to change, and then selecting your image and then click and save. That should definitely override any issues you have. So let me go ahead and do the same thing for the Facebook right column. I'm gonna go ahead and click Edit. I'm going to change the image out from what we have at the moment, which when it loads for your Cs or cropped out. Let's go ahead and we'll change it to the full size image, which looks a lot better. So let's go ahead and click Save. And of course a four stories are one already looks pretty good, although it has zoomed in a little bit more. So what I'm going to do is go ahead and edit that as well, just to make sure we have the right image. So I once again chained, select your image and click Save. And now as you can see, our ad on all platforms look really, really nice. Now, what happens if you don't have any images on your website which you would like to use, then what I recommend you actually do is go over to this website right here called Pixabay. This is basically a collection of tons of royalty-free images, or you need to do is simply come in here and search for something. So let's imagine you are starting your own digital marketing agency and you want to run ads for your marketing agency. You can actually come in here and search for digital marketing. And you can get tons of free images that you can use in your ads. Just simply click any image you like. Select your image size and then go ahead and click Download. Now if you're not a fan of any of the images that you see on Pixabay and you have a bit of capital to actually spare. What you can also do is go over this website called fiverr.com. This is basically a marketplace, a website where people go on and list services they offer. And typically when it was made, every service was $5, hence the name fiber. However, they have since expanded since then and some of their prices are a bit more expensive. As you can see, we've got 15 pounds right here. You've got 771 and so on. But essentially what you can do is simply search for design, creative Facebook ads. And what you'll get is tons of sellers. We've got 7,588 services in total, all related to Facebook ad creatives. So what these sellers will do is actually designed the whole image for you. So all you have to do is go in and take the image and upload it. Now some of the prices are very fair. You've got some prices as free pound 86, you've got some seven pound and have a free pound, 867 pound, you've got more of a free pound 86. Now, one thing I would recommend if you opt to use this website, check out the seller and make sure they have lots of reviews. As of course, the more reviews that seller has, the more reliable the service is going to be. Now a third option, as I like to provide you a lot with tons and tons of different options. And you can also use camera, which I covered in the Facebook marketing section of the course. And camera is basically an online basic version of Photoshop. So you can very easily go on and design any crazy if you would like to suit your business and campaign objectives. Now if you don't know how to use Canva is very, very straightforward. I do recommend you go and check out the videos in a Facebook marketing section of the course. As I actually give you a real-time walk-through of exactly how to use this talk. So moving forward, let me go ahead and close these tabs. So once you're happy with the images you are using for the media as part of the ad creative. The next step is to move on and to start to create your Facebook ad copy. When you create your copy, you have one field at the top, which is going to be your primary texts. So this is the text that appears at the top of your Facebook ad. Then below that you're going to have your headline, which is basically the text you see right here. Then you have a description which is optional. So your description isn't always go into show. So you really want to make sure you get the most important and valuable parts of your ad in your primary texts as a, as a part that's always going to be visible. So when it comes to that primary text, you want to keep things as short as possible. You don't really want to enter a massive paragraph as let's be honest, who's going to read that? So for my primary text, for my e-book, I'm simply going to go for download my free e-book SEO for beginners and learn how to get any website onto the first page of Google. And hopefully you've spotted that I decided to focus on the benefits of my product and not the features. Yes, SEO is obviously one feature. However, the benefit of SEO is you can get any website onto the first page of Google. So who wants SEO? I mean, people don't do SEO because they want SEO. People do SEO because they want to be on the first page of Google. So that is a benefit of the product. I've also included the word free in my copy as well, and I've put it in capitals just to make it super clear that this EBIT is free and the main action I want him to take is going to be downloaded. So this is a really good example of a good primary texts. Now below your primary tastes, we have an option to add multiple variations of our primary texts so Facebook can actually test what is the best variation. However, don't worry about this for now. And as I'm going to show you how you can split says your campaigns in the next video. And I'll show you how you can split special campaigns using the most impactful thing, which is going to be your image. So it moving on to the headline. Your headline, like I said, is a part that appears here under your ad. The moment in mind, it says SEO for beginners learn how to get onto the first. So this is pulled automatically from the URL which I entered. So I want to go ahead and simply replace that with Learn from an SEO agency owner for free. And I'm going to go ahead and put the word free in capitals as well. So when it comes to your headline, once again, you want to keep it as short as possible. You don't want to go ahead and make it too long as it's just going to get cuts off. Anyway, face would actually recommend that you have less than 255 characters. However, the short you keep it, the better it's going to be. And of course, you can always keep checking your preview to see exactly how your ad is going to look. So in the feeds it all looks very, very good. In the right-hand column, you can see I'm only actually getting in my headline. I'm not getting any of my primary texts. So this is a really good option where you want to include the best features of your product in your headline. Add like I said, on different platforms and different placements, it's not all going to be visible. So highlight and that my e-book is free is a really good thing to do. So on Facebook stories, it's going to take the first line of my primary texts right here. So you can see Facebook tend to mix and match what's going on. They use it, just take your primary texts I mentioned that was always visible, but you can see that clearly changing things all the time. So right here we've got download my free ebook SEO. So again, I want to write about this. I've got the word down and it says free, so nothing to worry about here whatsoever. Now moving on to the next option, which is description, isn't applicable to me, but essentially you can't add some additional information to explain what your ad is a. And once again, any opportunity that you get to add in extra texts for your ad, you still want to make sure that you're focusing on the benefits or whatever you are promoted and not the features. However, in my instance, I actually don't have any room for my description on the platforms I've selected. So I want to go ahead and just copy in some random texts like this, for example. You can see it's not going to update any of my ads. And that is purely based on the platforms I told Facebook I would like my ads to show. So if you go ahead and check the preview for your ad, which you are crazy in, and you see an option to add more description and it's actually showing then a highly recommend that you go in and add a description. For me, it's not really applicable. So let me go back and view my main add in a Facebook news feed. Let's scroll down and see what other options we have already inserted our website URL, which is a website people are going to land on one, say click on Add. So below the website URL, we have an option for the display link. So the display is a link that is going to display on your ad. For example, my dissipating at the moment is at gmail.com. You can see it says that right here. So for some reason face would actually give you the option to change your dispelling. However, I highly recommend that you do not change our dispelling as if you go ahead and change it to spelling to another website. So maybe I could change that to George, George SEO.com for example. Because that might look a lot nicer for my ad. The ad is by George George, when the annual land on George Georges website is really nice and clean. That's what you might think. However, if you do go ahead and change or dispelling from the website URL, what's going to actually happen is your ad is going to get disapproved by Facebook. I see so many beginners do this when they first start running Facebook ads. So what you really want to do when it comes to your display link is literally leave it blank and leave it as is. And that way Facebook, It's just going to show the URL based on what she ends are in your website URL box, which it might innocence is obviously going to be gum root. So my best tip for the dispelling is to simply leave it as B. Now the next option we have is going to be your call to action button. So this is a text which you see right here. At the moment, my button that says learn more. Now when it comes to selectins and textview or Boston, you can't actually go in and write whatever you want. Facebook gives you a different range of options under the drop-down menu. Now when it comes to choosing a button for your ad, you really want to go with a button that has texts which describe your ad is asking people to do. So in my instance, might add is asking people to download my free e-book. So what I'm going to do is change my CTA button, which CTA stands for call to action. I'm going to change that from learn more. And I'm going to find download as a really good fit for what might add is about, of course, if you are running Facebook ads to your e-commerce website where you have a big sale going on, then you can go for a more applicable CTA buttons such as shop now, which you can find at the top under this menu right here. So when it comes to your campaign, do you make sure you give a good look at all the options Facebook gives you, as they do seem to be updating this literally all the time. So once you've selected a call to action for your ad, you've actually completed all of the main elements you need to do for your ad. And we have two options down below, which refers to languages and tracking. Now for languages isn't really anything you need to do here unless you want to try and get your ad into a different language to reach more people. However, I don't recommend you actually do that. If you do want to call it a country, you're way better off just actually create an ad in that language in the first instance. Now, for trucking, this is really good to sell on your website. However, it's only really beneficial if you are tracking conversions. So the way to get trackings out through Facebook ads is by installing what we call a Facebook pixel on your website. And what the pixel allows you to do is measure how effective your ads are by understanding the actions that people take on your website. However, as the main objective of this campaign is to simply generate clips you my website and see how well these ads perform. I don't need to worry about that for now. However, for those who are interested in learning how to set up conversion tracking and how to install the Facebook pixel on your website. Do not worry as I do have you covered and I'm going to cover that later on in the course. So congratulations on making it this far. You have now literally come to the end of creating your ad in Facebook. We can see exactly how our ad looks. We've got our text at the top. Download my free e-book, SEO for beginners and learn how to get any website under the first page of Google with our image below which is nice and centered, nothing is cutoff. We can see the URL that people are going to land on once they click the add, which has gone mode, which is where my EBIT is hosted. And we've got a headline text below learned from an SEO agency owner for free download as a call to action button. So this is a really well-structured at now, we need to do is go ahead and click Publish. However, before you do that as an amateur with do and of course, that you are watching this video cuz right now proves you are not going to be an amateur. So there's two last things that you really need to do. And the first of those two things is to actually review your ad just to make sure there's not any errors. So you need to review your ad at every single level. So that applies to the ad, the ad set level and the campaign level as you really want to add on a whole, just to make sure you haven't made any mistakes by accident. So when it comes to reviewing your ad, I recommend that you start from the top and work your way down. So let's go back to the campaign level and let's click on Review right here. You can see this is the name of our campaign. It's an e-book by enzyme, is set so auction and the main objective of the campaign is to generate more traffic. That is all good. Let's go and check out the Ad Set level now. So we click Add set. Once again, go to review. We can see our destination, which is our website. We've got our daily budget, we've got our start date and end date here as well. We've got ad scheduling the locations. We are targets in the age range that gender, or information about our detailed targets in we've got the placement. So we're ads are going to show the optimization goal, the bid strategy when we're going to be charged and how you are going to be delivered. So this all looks good. And then the final stage, a check is going to be ad, an ad level. So once again, go ahead and click on Review. You can see the name of our ad, which at the moment just says a new ad. We've got off Facebook page which adds a common form, which of course is going to be our page George, George. We've got the format of our ads, so we opted for the single image and we've got the website people are going to land on when they click on. Now below that is the final thing to check, which is what we already checked earlier. But essentially this is just how to add is going to look on different platforms. So you've got the mobile news feed. We should have a desktop news feed as well. You can also toggle through these by using the arrows on the left and the right hand side. This will show you exactly how your ad is going to look. Well, of course we've already checked this and we know it all looks good to go. So the last thing I highly recommend that you do before you publish your ads is to create another ad, unchanged one variable in that ad. So what you have is two ads are very similar, but of course with one big difference, which could be anything from the primary texts you use up, hey, it could be a different image you use, or it could even be a different headline text that you use. So why would we want to do this? Well, creating two versions of our ad will enable us to see exactly which one is performing better and generate an OS the most results per dollar or per pound we spend. The main aim of doing this is to ensure we had the optimal and most efficient ads on show. If we were to go ahead and publish our ad right now with just one ad, we would literally have no idea how effective our ad is as we have nothing to compare it to. So creating another ad, which is what we call AB split testing, is how we become smarter and better digital marketers. I'll show you exactly how you can do this in the next video, along with an example of how big of an impact this and actually make on a business. I'll see you there. 29. How To Set Up A Simple A/B Split Test : So before we go ahead and publish this ad, what we want to do is go ahead and create a split version of this ad to see which one performs the best. Now remember, you only want to change one thing so you can easily be able to identify exactly what led to the increase or decrease in performance. And like I just said in the last video, that one variable which you can change can be anything from the primary text you use at the top of the ad. It can be the image you use, you'll be the headline. It could even be the call to action button texts. The one variable which I'm going to change in my other ad is going to be my image as that typically it's going to have the biggest impact on how our ad performs. As of course, the image can either attract people's attention or simply put them off. So to show you just how impactful split testing can be, let me show this example on his website called add espresso, which by the way is a really good resource for Facebook ads. So what they did was initially create the first ad, which is this one right here. Then they created a split version of the ad, which is this one here on the right. And they simply wanted to see which one performs better. So they could use our ad going forwards to get the most bang out of the box when it comes to advertising. So as you can see, the only thing they change in their split version is literally the image you see on the ad is still promoted by the same account at espresso. Espresso, the text is exactly the same at the top, so this would be the primary texts. The headline is also the same as well, 500 plus phase, we add examples collection. Literally the only thing that changes in these ads is an image you see right here. So you might be thinking, Okay, well, how big of a difference is that really going to make when it comes to running Facebook ads? Well, if we scroll down and look at the data, you can see that this first, I'd had a cost per conversion of 2.6, almost $2.7. And the second ad which they created had a cost per conversion of $1. So this second ad that they created perform twice as better as original ad. Now can you imagine if they simply just created this one ad and continue to run with it. They might see that cost per conversion of thing. Hey, that's actually a really good price. So this is why it's really, really important why you want to create a split version of your ad. As that split version, Ukraine is going to give you more data for you to figure out which is performing the best. So how did we go ahead and create a split version in Facebook ads ourselves? Well, it's actually very easy to do. So let me go back to our account. I went back to the edit tab like so. And the first thing which you want to do is give a name to the ad which you created. So at the moment I might add has a standard default name as new ad. I'm going to go ahead and changes to EBIT and I'll give it v1. V1 signifies a version one. And once that's done, you can click off that and day on the left-hand side. And now what you want to do is give these three dots and click and then go ahead and click duplicate this. Now going to duplicate your whole, entire ad, we can go in and change one variable. So make sure you have original campaign selected and the number of copies you'd like to go for, which it might instance, it's just going to be one or two. Go ahead and click Duplicate and then face, but it's going to open the duplicated ad right in front of me, which is this one right here, V1 copy. So I'm going to do is delete the word copy and change V1 to V2 to signify that this is version 2. So here we have R2 adds version one and version two. So now it's time to edit one variable. In our second version, which you might incidence is going to be the main image we use for the ad. So what I'm going to do is come over to the right-hand side. Well, I had to see what it looks like, which of course is a vertical version of my EBIT. And I want, I'm going to do is simply edit this placement. And I'm going to edit all three placements. And I'm going to change this image of my ebook. I've actually got another image of my EBIT showing on the side. I really weird angle, so I'm going to see which one performs better. So let me go ahead up here and then click Edit. Then I wanted to go to change the image. And then what I'm going to go for is go for this image which I've already uploaded, which is exactly the same thing is my EBIT issues rotated on the side. Just go ahead and click Save. And then I'll do exactly the same thing on the other two platform, which of the Facebook right column. And we've got stories below as well. Okay, So I've changed the images on all of my placement options. It's changed on here. Looks good. We've got a changed here, it looks good as well. And we've got a chain on the stories and it all looks good to go. So if we scroll down to the bottom, we can just make sure all our settings are exactly the same. Well, of course are going to be as it is a duplicate version of version one. So that is literally how you do it is really that straightforward. So hopefully you found it easy to follow and you are enjoying the course so far. And congratulations as you have now done everything which you need to do to be able to go ahead and actually publish your ad. So the publisher ad, of course, just simply come down here and click this button that says Publish. That is now going to change your status from draft to in review. And now you can see it says publishing free or free. Now one thing you want to bear in mind is that when you actually publish your ad, you're only going to publish an ad you are on. So I've just published version two. So I want to do is go into version one and also go ahead and click, Publish on that as well. And as you can see, our ads are now in review. So what I'm going to do is that this ad campaign go live. I'll come back in a few days time once the ad campaign has finished. And I reviewed the data and I'll show you the results that we've managed to achieve. See you shortly. 30. Analysing Your Ad Report: In this video, I'm going to show you how you can analyze your ad report and dig into all the reports we have within our ads manager. And most importantly, pull out those valuable insights so we know how we can optimize our campaign going forward to achieve better results. So let's jump straight into it. So I'm currently in the Ads Manager and I am on the campaign tab right here at the top. And as you can see from this campaign, we've already got some data put into our dashboard, which is great. This campaign is still actually live, as you can see, it says active right here. The campaign was set to run for five days and we are currently on the fourth day, so it is still one more day for this campaign to run. However, we've already got quite a bit of data we can review and pull some valuable insights from. So on the whole, you can see our campaign generated 36 results. Now as the main goal of this campaign was to generate more link clicks to our website. You can see the 36 actually refers to how many clicks we got across to our website. The next two columns which we can take a look at is going to be reach and impressions. So Impressions is the amount of time your ad is shown and reach is the amount of time there as is shown to unique people. So Impressions is always going to be higher than reach. Sometimes your ad is going to be shown to the same person multiple times. So if all I'd example, I'll add we're shown almost 11 thousand times, so 10,811 to be exact. And I know that it was shown to 4,521 unique people. The average cost per result based on the whole campaign was 55 P per click, and we spent just under 20 pounds in total. Now the frequency is a mountain of time the average person saw your ad, so at present is currently 2.38 years to go ahead. And times 2.38 by 4,521, you should get a number which is pretty close to that impression number you see right here. Now of course, all the data we are reviewing here is based on the whole campaign. So when it comes to reviewing your data to get the most valuable insights, what you want to do is dive deeper into your ad count and see exactly how everything performed on a more granular level. So to do that, let's go into the next level of ad campaign, which is going to be our ad set. Now for this campaign, we only had one absolute which of course was targeting one specific audience, which we specified by demographics and interests targets in, in the campaign sets up. Now if you had multiple ad sets, so you would run in the same ad to different audiences. Maybe one within the UK, one was in Canada, one was in the USA, for example, what you could actually do is review what ad set performing the best. So which location and which targets in performing the best out of all of your different assets. So we had 46 clicks in total. If we had multiple ad sets, what it would say is maybe Ad Set 1 had 10 clicks, ad set to add another 10 clicks. And then the third and final onset had 16 clicks, which is 46 in total. And then that way we can know exactly which audience targeting is performing the best for our campaign. However, like I said, as we were only have one ad set, let's dive in a level 1 deeper into the ads. And this is where we're really going to find out all of our core data. So here you can see the two ad which we created. We have V1, which is version one of our EBIT. And we've got Version 2, which is our EBIT, is really weird angle. So I'm really interested to see is actually which performed better than the other. So we can now get a breakdown of our clicks in total and see exactly which add generate to the bulk of the clicks. So we had 46 clicks in total across these two different ads. And as you can see, e-book version one generated 26 clicks and the version 2 only generated ten clicks. So by far, this EBIT is performing a lot better than this one. Now if you go ahead and look at more data just to make sure what we're making assumptions on is actually correct. You can see that the version one was actually shown to 3,600 different people. And we can see that version 2 was only shown to just under 1400 people. So you might be wondering, well, why was this ad version one shown to more people than Version 2? Well, when you create your ad campaign, what Facebook is going to do, it's going to show both as equally to the same amount of people. And then based on the response and the dates of Facebook gets on those ads, aka which add people are interacting, move more, which one is getting the most responses phase where it's then going to allocate the majority of your budget towards our ad as it understand that this ad is a better performing ad. So it's pretty safe to say, and to make the assumption that our version, one of our EBIT add is the one that is performing the best. What's also interesting to see is a cost per results. So we can see that our version, one, cost per result of 49 P and R version to how the cost per result of 60, 90. So this ad is actually a lot cheaper for us to run in comparison to this add. So this is very useful data to know as of course, if we plan on setting up a new ad campaign for these ebooks in my instance, then what I would do it, I'll make sure I focus on this ad as it generates more clicks and it actually getting me a cheaper cost per result. So when it comes to cost per result, you really want to try and get this number down as much as possible as it's going to be a lot more cheaper and efficient for you to run Facebook ad campaigns. Now if we keep on scrolling to the right, we can get a bit more information as well. We can see our quality ranking and our engagement rate, Rankin. So for our quality Rankin, this ad version 1 is currently below average. It's an important 35 percent. So if we go over to our overview and see exactly what that means, I did run through this at the start of the course in the video, how do Facebook ads work? And I gave you a good overview of exactly what these means. But essentially the adult ESL is currently below average. Now that isn't nothing to worry about as, as only been running for four days. And of course I now have data which I can use to optimize a campaign to improve it going forward. But essentially you can look at that data and see exactly how your ad is performing in comparison to all the other advertisers on Facebook. So you have above average, you've got average, you've got below average bottom 45 percent, below average, 20 percent below average bottom 10 percent. So ideally you really want to be at least average when it comes to having a really good campaign that you can scale out. So I wouldn't recommend that you scale out any campaign until your campaign says at least average. So for us, it's really good to know that our campaign at the moment is currently below average. So if you did want to improve your ad relevance than a highly recommend, you check out that video at the start of the course. But essentially it will come down to your bidding on the copy you use in your ads. So that it's very good for me to know that quality Rankin is currently below average as it means, although we're getting a really good cost per result of just 49 SNP. If we improve our quality ranking, we can get this down to even cheaper. So that's really good to note. Now what we've just looked at is going to be all understand the performance column. So another metric which you really want to look at is going to be your cost per 1000 impressions. So to access that data, all we need to do is go to performance up here. And then what we want to do is go for performance and clicks. And now what this will show us is how much it costs for our ad to be shown 100 times. So you can see for e-book version 1, the cost per 1000 impressions is currently one pound 60, and the cost per 1000 impressions for version 2 of our EBIT is two pounds, 42. So quite a big difference between each ad. So hopefully you can see just how valuable this data is. As of course, once again, if I wanted to create a new campaign for this EBIT, I would do is I'd make sure I focus on Version 1 as it's way more cheaper for me to show this ad 100 times in comparison to version two. Now what we can also do is go back up to this tab and look at other metrics as well. So for example, we can go to engagement to see if any of our ad generated any likes and shares. And as you can see, Version 1, once again was the one that generated a post reaction and it actually got shared as well. Version 2 didn't generate any reactions, any comment saved or shared. So once again, this is more data to prove that version one is a better performing ad. Now, as a pro tip, if you wanted to see who actually reacted to your post and who shared it. Not many people actually know this, but what you can do is go back to columns. You could then go to Target scene and creative. And then what you actually have an option to do is to preview your ad. So this one she's show you that add that Facebook will run. So if we go back to our feed and then scroll down, you can see this ad right here. It has one light and one share. So if we click the like, we can see exactly who liked our post. And if we click Share because he's actually who share our post as well. So that can be very handy to know as well. Now, one other thing which I wanted to show you, which is really, really important if I set this back to performance default, what you can also see is a breakdown of your data in an even more granular level. So to see exactly what I'm referring to, let's go back to the start of our chart right here. And all I need to do is go to break down. And now I can view my ads by day to see exactly how they performed. So I know that version to generate ten clicks and version one generated 26 clicks. However, I don't know what days are generated. So if you'd like to see that data, what you need to do is go to break down, then go to time, and then go today. And then what you will see now is a breakdown of how many results. So how many clicks you generated per day of the campaign. So you can see for me on the liver, it generated free clicks. It had another free clicks on the 12th. I had four clicks on the 13th and the full team is currently today is we have no data for that. Then we see the same data for aversion one out as well. On the 11th we had four clicks, seven, 13, we had 12 clicks, which has the highest amount of clicks we had per day. So that's once again, good to know and we can even break this down as well on a further level. So if I go ahead and clear that breakdown, if I go to delivery want I can also see is out of my ads, what type of people were interacting. We've added the most, so you can view it by age. However, as my address only run to 25 to 54, of course only have data on that. But if you had different ads targeting different age ranges, different gender, different countries, you can see all of that row by row. Now the last important thing which you probably are going to want to check out is going to be your placements. As, as you can imagine, your ad is going to perform different across different placements. So if we go ahead and select placement, you can see for me that my dad was shown in Facebook stories and it was shown in the Facebook news feed and the right column as well. So what we can actually do is review our placements in comparison to our clicks to see which placement is performing the best for us. So for my version 2 of the e-book, it generated ten clicks in total. And all of those 10 clicks came from the news feed by people using the mobile app. So how all the placements I selected for version 2, the only one which generated me results was the newsfeed. Now if we go ahead and check the same data for our version, one of our ad, we can see that Facebook stories didn't generate any clicks for us whatsoever. The news feed on a desktop didn't generate acid, no clicks whatsoever. The news feed on a mobile app once again generated 17 clicks out of 26, which is quite a lot of clicks as over 50 percent. Then we had a few more clicks on the mobile app. Again, let me add a few more clicks again on the news fetus is people using the mobile web now also had three clicks from the Facebook right-hand column for those using desktop computers. So regardless of how you want to interpret this data is very clear to me that no matter what ad I run, my ads are going to perform a way Besso on the Facebook news feed on people using mobile devices. So once again, this is really valuable information and data to know going forward, if I was to run this campaign, again to generate more e-book downloads, what I could do it just make sure I focus my placements on the Facebook news feed for mobile apps. And that is clearly where I get the bulk of my results from. So now you know how to analyze your report to improve her performance. Go ahead and have a look at your ad reports following the same sets which we just covered. 31. What We're Going To Cover In This Section: Facebook add dynamics. In this section, you're going to learn everything you need to know about the Facebook pixel. And for those who don't know what the Facebook pixel is right now, don't worry, I'm not going to go into great detail in this section of the course. But essentially in a nutshell, the Facebook pixel is what you add onto your website, which allows Facebook to track conversions, which could be things such as someone buying your product or inquiring with your services. So I'll be going through all of that in this section. We'll also be taking a look at custom audiences, specifically website visitors. So here I will show you how you can set up a Facebook ad and only show the ads to people who have already been on your website. We'll be looking at another custom audiences, which is what we call the costumer or email list. So in this video, I'll be showing you how you can set up a Facebook ad and make sure that ad is only showing that people who are already on your customer or your email list. A really, really powerful feature for sure. And we'll be looking at another customer lists, which is based on your Facebook business page. So what you can do here is basically set up Facebook ad campaigns and only show the ads to people who have engaged with your Facebook business page. One last custom audience we're going to be looking at is a lookalike, audiences as well. Again, don't worry if you don't know what any of this is right now, as I'm going to go in great detail in this section of the course. But essentially custom audiences is something you definitely want to be using if you want to get the highest return on investment out of your Facebook ad campaign. And the last thing which we are going to be covering in this section is how you can create a business manager account, which is going to be very handy for those who wish to set our own Facebook ads agency. So without further ado, let's get straight into this section. 32. Everything You Need To Know About The Facebook Pixel: In this video, I'm going to explain to you what the Facebook pixel is and how you can add it onto your website. So let's start off with the basics. What is the Facebook pixel? Well, the Facebook pixel is essentially a piece of code that you place onto your website. Once place on your website is going to collect data that helps you track conversions from your Facebook ads, optimize your ads, build targeted audiences and a remark it to people who have already visited your site. It works by placing and triggering cookies that track users as they interact with your website and your Facebook ads. They used to be a couple of different kinds of pixels in the past, we had the Facebook conversion pixel and the Facebook custom audience pixel. But Facebook got rid of those in 2017. And now we just have one at which is the Facebook pixel. So now we know what the pixel is. What are the benefits of the Facebook pixel? Well, there's two big ones, really. Number one, it allows you to optimize your campaigns more efficiently. So let me give you an example of this. Let's imagine you want to generate more purchases or leads for your business. So you set up and run a traffic campaign on Facebook ads, you generate some traffic across to your website and that, or that traffic you actually managed to generate some leads and purchases. So what you would typically do is go into your Facebook ad campaign. You would review the data and say, yes, it worked. I generated some purchases and some leads or no, that was a complete waste of time. Well, if it was the first thing good as your campaign went well, however, you don't actually know why it went well, or what type of people out of all of the traffic that actually took action. You have no idea of identifying who the people are to you. It's simply just traffic. Well, when you set up a pixel, you are able to tell Facebook what's defined as an event, which is the action you want the user to take, which could be filling in a contact form or a purchase. Facebook can then take a note of that and measure what people have. All of the traffic are the ones taken that specific action. And what Facebook will do is automatically optimize your campaign to show your ads to more of those type of people, aka the ones who are most likely to take action. This is called optimizing for conversions. Ensure Facebook will automatically improve your campaigns to help you achieve your objectives. If you didn't have the pixel on your site, then you won't be able to tell Facebook. Lead actually looks like, meaning they won't be able to optimize a campaign for you. Having a pixel on your site, make sure campaign perform a way more efficiently. Now when it comes to Facebook ads, most beginners typically do not set this up. This is why you're going to see so many people out there saying Facebook ads don't work. And it's simply because they don't have any idea what they're actually doing and they're not tracking anything whatsoever. The second benefit of the Facebook pixel is that it allows you to re-target with Facebook ads. You've probably already heard of retargeting and how effective it is. And yes, is completely true. And for those who are unaware of what retargeting is, it's essentially the process of retargeting. Visits are who landed on your website. So let's imagine you have a visitor who lands on your website. They then go ahead and leave your website. You can share with targeted ad and get them back on their website and try to get them to take action, which of course not everyone takes action the first time some people clicked your ad, then I get distracted or it wasn't quite the right time. And in order to be able to re-target these people, you need to have the Facebook pixel installed on your site, right? So now we know what the pixel is and why it's so important is time to move on to the next part, which is how you can install the pixel onto your website. So to install the pixel onto your website, what you need to do is go back into your ads manager. Wanted to have in the Ads Manager, what you want to do is go to business tools, which is this icon right up here. That will then give you a shortcut to the events manager, which is exactly where you create your Facebook pixel. So let's go ahead and give this a click and you'll land on a page like this which has a list of all of your data sources? Well, at the moment I have no data sources as I haven't created a pixel on this account before. But essentially to create a pixel, we need to do is come to this button right here, connect a data source. So let way like to connect your data to which of course is going to be a website for me. Then click get started. I wanted to go for the Facebook pixel here on the right-hand side, and then go ahead and click Connect. And then the next thing which one to do is enter in a name for your pixel. So I'll just go ahead and put in George, George SEO pixel. Like so. As this is going to be a pixel which I add onto my website right here, George, George, SEO, name of my pixel. You can also enter in the URL of your website. And then phase will let you know exactly how you can install the pixel on your website. Facebook has partnered with a lot of different platforms such as Shopify, Magento, Squarespace, WordPress. So if you are on any of those websites, it's all in the pixel is going to be very straightforward. However, I know my website is obviously on WordPress. I'm not actually going to enter in that here. However, if you are thinking about taking on a new client and you are unsure what website platform they are using. This is a really good boxer. Figure that out. So once you've inserted your pixel name, go ahead and click Continue. And as you can see, we have two different options. We can manually add the pixel to our website, or we can use a partner integration. Let me show you the options you have on the partner integration by clicking Use upon a button. So like I was saying before, Facebook has partnered up with tons of other platforms and installing the pixel on any of these platforms is going to be very, very easy. For example, if you have a site there were on Shopify, you literally just click Shop of fire and then Facebook will give you instructions of exactly how you can connect to Shopify. Instructions are very straight forward as well. I'll show you for this one in particular, that should give you everything you need to know step-by-step. So you go to Shopify account is all the Facebook channeled to connect favorites or Shopify. They need to go through all the steps one by one. Now, it's exactly the same process for all the other platforms. It doesn't really matter what you are operating on. Facebook will give you instructions which are very easy to follow. If you don't see any of the platform that your website is built on here, then what you would need to do is close this and then go back to the manual option, which is installing the code manually on your website. And what you want to do here is insert the code between the opening and closing head tag on every page of your website. So you'd simply come into here, copy the code, and then you add it just above the head tag section right here on your website. Now as I assume a lot of people are using WordPress as the platform of choice. I'm going to go ahead and show you exactly how you can do it for a WordPress website. Now the process is super straightforward when you use a plug-in. So let me show you exactly how to do that. You don't actually need any of this whatsoever. What we need to know is your pixel ID number, which is this part right here under your name. So go ahead and give it a click and then Control C or Command C. If you're on a Mac, then what you want to do is go into your website wavelength to add the Facebook pixel. So of course, I'm in my back-end for my WordPress website for George, George SEO. Then what you want to do is go to Plugins, Add New, and then search for a plugin called pixel cat. Like so. So this is the one right here. So go ahead and install that, and then go ahead and click Activate. And then what that will do is that an option on your menu on the left-hand side, four pixel cat to just go ahead and give that a click. And then what you want to do is simply add in your Facebook pixel id into the Facebook pixel ID box and then go ahead and click Save. Now what pixel count is going to do is go into add the base code across your whole website so you can figure out how many people being on your website when they were on your website. And then you can also retarget them and all of that amazing stuff. However, if you want to go one stage further and create a conversion campaign on Facebook. So tell Facebook to optimize for something such as a lead. Then what we need to do is tell Facebook what a lead is. And the way we do that is by installing some events code. Now you don't actually have to install any code yourself when you're using this plug-in, all you need to do is create a new event and you can do that under the Events section right here. So if you go ahead and click add new, we can see a list of all of the events that we are able to configure within the plugin. And we can go for a lead at car, at wishlist at the payment purchase and so on. So it might instance, I want to go for lead. Now the main trigger for lead is obviously going to be a paid visit to be fair, there are a few different other options, but you do need access to the pro version of the talk, able to use them. However, a page visit is absolutely fine as a trigger for us. So now what we need to do is specify a page which is going to be signified as a lead. So typically when you have a website, you have a contact page, and then when someone feels in your contact form, they will get redirected to a thank-you page. Now, when it comes to picking a page, is really, really important that you want to pick the thank you page and not the page or actual contact form is on. As if you go ahead and insert your generic contact page URL, then what's going to happen is that everyone who visits your contact page is going to be marked down as a lead when of course, not everyone is actually going to fill in your form. So that is super, super important. So make sure whatever page you use is a Thank You page and one that uses only land on once they complete the action. Now just for the purpose of this training video, I will just simply go ahead and go for any page. I'll go for my blog post right here, for example, how to do link building for our website, five easy ways. And what I'm going to do is go ahead and click Save. And as you can see, that has now created a trigger on the events. So I'm going to do is go ahead and say this again. So now that we've got that setup, we can try anyone who visits our website as a pixel is also going to be picking them up. And we've also added the lead event code. So anyone who visits are paid, which we specify which in our instance is going to be our link board and blog posts. We can also track them as well. Now of course there are some more events you can track as well. It doesn't just have to be a lead. So you can see if you go under two event types, we have more options such as purchase. We have ads, a car and so on. However, you're probably less likely to use these with pixel count as most of the time. If you have an e-commerce website, then you're going to be using one of the shopping cart platforms such as Shopify, Magento. And they will automatically populate all of that for you when you pop in your Facebook Pixel number. It's all based around that standard pixel code. So now we have the pixel added to our website. So what we want to do is check it and make sure it's all working as it should. So to check if your pixel is on your website correctly, you can actually download and install this Facebook Pixel Helper. So this is a Google Chrome extension. So to use this, you will need to be using Google Chrome. Here is free to use your simply Google facebook pixel help our Chrome extension, it should be the top result. And then what you want to do is simply go ahead and install this into your Google Chrome browser by clicking Add to Chrome. And if you aren't senior extension at the top is what we're going to be hidden behind this icon right here. So what I want to do is pin that to the top so I can see my new extension. And now I want to do is simply go over to my website. And if I go ahead and click this icon right here. And as you can see it successfully tracking all of our page views as we had the little tick next to page view. So of course the pageview is going to be tracking across every single page on your website as it is the base code. So now let me go ahead over to my blog and check if we have the event code successfully configured. I added the events code to this blog. In particular, how to do link building in five easy ways. But of course, like I said, you would add the code to your thank-you page that people land on after they fill in at one of your forms. Let's open up the page to see if we have our code on it. So once again, go over to the icon. And on this page you can now see we have two different codes are firing. We have the standard one for Paige V, which is going to be on every page on the site. And we had the new one which we added four events to track leads. Now we can actually be a little bit more advanced with this and add a value to these leaves. So let's imagine you have 10 leaves and no data showed you that you close one in 10 leads and the average person spends 100 pounds of your company. Well, that means the value of each lead is going to be 100 pound. As our attempt people, you receive one hundred, ten hundred pounds. So we can actually update the value so that data is going to be automatically pull back into our Facebook ad account and displayed in our account for us to review. So that way you can assign a value to your lead is to simply go back into your WordPress dashboard. You want to go back into pixel cats. You want to select your event from the menu and then go to show under parameters should be the bottom option. And it's simply put in a value for your lead. So I'll go in and present at 100. And then from currency, I'll put in GBP, great British pounds, and go ahead and click Save. I'll say this again. Go back to my website now. I can go back to that blog post, open up the post, and then once again, click the icon from the top, go to lead. And he now see it has a value of 100. So this data is automatically going to be pulled into my Facebook account. And of course, you could then go into your Facebook account and review the data and say, Hey, I spent 500 pound on Facebook ads. We generated 15 leads. Well, based on the numbers I just run through, that would be 1500 pounds, which is a free x return on investment, then you could ask yourself, are you happy with that number, is on cost or what you want to achieve? Would you like to do better? So in essence, it allows you to really measure how effective your campaigns are. And like I said, if you are not using WordPress or using another platform such as Shopify or Magento, for example, then the process is even easier than what I just showed you. So that brings us to the end of this video and I'll see you in the next one. 33. Custom Audiences - Website Visitors : Once you've added the Facebook Pixel to your website, you're going to want to start taking advantage of it right away. And you can do that by setting up what we call a custom audience. Now you can create a custom audience based on all the people who have visited your website. So if we were to do this, this is what we refer to as remarketing and a good use of when a business could use remarketing less. Imagine you own an e-commerce website. You sell products and you are finding out that people are adding products to the basket, but they're not going ahead and complete in actual sales process. So what you could do is ensure it out in front of these people to get them back onto the website. Maybe even show a coupon code dedicated just for them, and then go ahead and close that. So now it's very unlikely that you'd have an e-mail for the people that didn't actually purchase your einsum. So you can't really use email marketing here. So remarketing is going to be a really good option. So when it comes to creating a custom audience, or you need to do is go over to your Facebook ads account, go into your ads manager, and then go ahead and click that business tools icon, which is this icon right here. And you should have an option for audiences under shortcuts. Now if we don't have an option for audiences right here, what you want to do is simply scroll down until you see audiences, which is right here. And go ahead and give this a click. And as you can see, we have a few different options. We have create a custom audience, look-a-like audience, a saved audience, and a special audience. So the option we want is this one at the top, a custom audience. And once you get back click, you have a few different options in front of you. Now these options are going to be split down into two different sources. The top four allow you to create audiences based on your sources, so your data and the bottom eight audiences are based on Ukraine and the custom audience using Facebook sources. So that refers to Instagram views you get on your videos are hosted on Facebook, your Facebook page, the Facebook marketplace, and so on. So let's go ahead and go for website which is under your sources. Once you give it a click, you have a few different options in front of you that you can configure. So by default, your parameters are going to be set to All website visitors in the last 30 days. Now if you're just getting started with this and you're not really familiar with Facebook custom audiences, and you're not sure how they're going to work, then I would recommend that you create your website traffic custom audience as that's what we're creating in the moment. So we include all website visitors. So just go ahead and literally capture everyone. And then when you advertise to those people, faced with is going to work out who within that website traffic custom audience is most likely to take your desired action. So whether that's most likely to fill in a form or by one of your products, they will automatically work that out for you. This includes things that just who spent the most time when your website how long did they visit your website for? When did they last visit your website was at the last free days, five days, seven days and so on. So to do that, you will actually come in here and these are the preset options for that. And of course, actually use a custom audience and show us that people who have been on your website, you will need to have the Facebook pixel installed on your website first, which if you don't know how to do than a highly recommend that you check out my previous video as it showed you exactly how to get the pixel installed on your site step-by-step. So the only thing which you may want to change is going to be the time in the part that you wish for visitors to be included in your custom audience. So by default, it's set to 30 days, as you can see right here. Now the maximum amount of time you can insert is 180 days, which is six months. So for most people, I recommend that you go with 30 days. Of course, if you don't generate a lot of website traffic, that you most likely want to expand that to capture a wider range of people. Now, just as a heads up as well, one of the issues that you will run into when you start advertising to custom audiences is that the audience on Facebook are very small. So it's not uncommon for you to burn out your audience quite quickly. When this happens, this is what we refer to as ad fatigue. So where possible it's best to make a custom audience as large as possible. But of course, the trade-off is that if someone visits your website and say 180 days ago, for example, so six months ago, then they may not even remember who you are. So sticking to the default option of 30 days may be your best option. Of course, this all depends on your specific business and how much traffic your website typically generates. Now the last thing you need to do is simply enter in a name for your audience. So I recommend that when you pick a name for your audience, make it as descriptive as possible. So in this example, I'm targeting all website visitors in the last 30 days. So name of my audience is going to be literally or website traffic. And I'll put 30 days like so. So this is very clear to me that this is all website traffic in the last 30 days. Now of course, we have other options as well. It's not just all website traffic we can target. If you go to the drop-down menu, you can actually target people based on what pages they visited on your website. So this can be very handy indeed. If I go back to my example of setting this up for an e-commerce website. He wants to retarget people who had been on a website but didn't actually buy their products. You can actually go for people who visited specific webpages. And then under URL, you'd make sure it says Contains and you'd put in a word such as store, let me take off my capsules, like store, like so and then hit Return and enter store. I'll typically when you have an e-commerce website, people will go on your store, which will be in the URL, then they'll see all of your products. Now of course, you don't want to be shown as the people who actually bought your product. So what you also want to do is actually click this option right here where it says exclude people. And then what you want to do it exclude people who have also visited a specific URL. And this time the URL should contain the word checkout as typically when someone buys one of your products and they go for the checkout process, it's going to say check out somewhere in the URL at the top. Now, other than website traffic and people who visited a specific URL, we do have other options as well. We have two more in total. The first one is amount of time people spend on to your website. It's actually the third option, sorry. And then below that you can target people based on events. So let's go with this 1 first visitors by time spent. So what you can actually do is target the people who are the most engaged on your website. Now this is broken down into percentages and we have three different options to select. We have 25 percent, 10 percent, and 5%. If you go ahead and click 5%, what you are doing, you are telling Facebook only show my ads to people who are in the top 5% of all website visitors that spend the most amount of time on my website. So of course, with a lower number you go the more specific is going to be you'd go for 25 percent and that'll be the top 25 percent of people that spend the most amount of time on your website. So the last option we have is targeting people based on events. So this will be the event that you actually create yourself. So for example, if you have a lead form on your website and everyone that fills in that form, it's going to be marked down as a lead. You'd go ahead and simply click lead, known as custom audience would only be applicable to people who have registered as a lead in my account in the last 30 days. That was the case. Why I would do is go here and change that to leads. I'll make this lowercase as well. So once you have finished playing around with your configuration settings on your custom audience, you can go ahead and click Create Audience. And now as you can see, this audience is now saved under my audiences. So if I wanted to create a Facebook ad campaign and advertise through just this audience. So all the people that have registered down as a lead in the last 30 days, or you'd have to do is go over to your Facebook ads manager. And then when you're in that campaign at the Ad Set level, very important you do is add the ad set level as remember, that is where you determine who you are going to target. Under audience, you have an option for custom audiences. Simply give that a click. You can see we have our audience right here, at least 30 days. So I would simply go ahead and select that. Now one thing which I wanted to mention, which is really important and not that many people actually cover, is that when you select your custom audience, you do not want to go ahead and start adding in more detailed targeting such as interest behaviors, what gender, the age, and location as what that means is for this ad to show to that person. That person has to be on your custom audience. And they also have to match all of these options down here as well. So when you do that, you're going to become super, super niche and who you're targeting and you weren't actually get that much success. So now you know how to set up a custom audience. I highly recommend that you go out there and sat one for yourself, following the steps which you've just learned. 34. How To Create A Business Manager Account : In this video, I'm going to show you how you can set up a Facebook business manager account. Yes, I know it sounds a bit like a mouthful and it can be a little bit intimidating at first. However, it is very straightforward to use and I'm going to walk you through the whole process now and I'll go for exactly why you'd want to use one. So to cut the long story short, you only really want to use business manager if you intend on running your own digital marketing agency and managing multiple Facebook pages for clients are managing multiple Facebook ad accounts as well. This is the whole idea of business manager, is to manage multiple businesses. To give you a little preview of what it does it look like? You can go to business dot facebook.com, such overview and you can see a screenshot of what the business manager actually looks like. So you can see once you create your account, you can see a list of all of the pages you manage, and you can see a list of all the ad accounts and you manage as well. So if you don't plan on managing multiple pages or multiple ad accounts, then you probably do not need to sign up for Business Manager. You can simply just go ahead and run your ad account as we have already been doing. However, there is one exception, which is the main reason why I'm showing this video now in-between the custom audiences, if you would like to use the customer lists, whichever option you have under custom audiences, then you will need to have a business manager account. And if you go ahead and try and click it now, it will literally say, add your ad account to a business. Now, just to briefly explain what a customer list is in the first place, before I explain why phase were actually introduced this or essentially a cost Melissa is going to be, as it sounds, a list of all of your customers. So if you operate maybe a ecommerce store or you have your own email list and you want to use our option as a custom audience, then you will need to have a business manager account. So now we've got that out of the way. Let's go back into the business manager and actually sign up and create our account. So you want to head over to business dot facebook.com. I will include a link to this in the resource section of the course. And once you're on this page 12, go ahead and click Create Account. Now one other important thing to note as well, you do need to be logged into your personal Facebook account first, as you can see, it says my name here, George, I'm logged into my personal account. So this is why I can go ahead and create an account. So let's go ahead and click Create. Now we have three different options. The first is going to be your business and account name. So if you do intend on starting your own digital marketing agency, this is where you'd go in and enter your details or moccasin agencies name. However, if my instance, I'm just going to go for Josh jaws like so my name is also Josh Georgia, nice and convenient. And I'm going to put in at my business e-mail. Now I am actually going to block out my e-mail address as I'm typing it, as I don't really want everyone to have access to my personal email, I already get way too many e-mails as it is. So once you put in your business name, it your name and your business e-mail, go ahead and click Submit, and then you will need to confirm your email and just a preview access to that address. Like most things you do these days. And once you've gone ahead and confirm your email, simply click Done. And then you should land on a page which looks like this.