Facebook Advertising Crash Course | Your Guide To Creating Facebook Ads That Work! - New for 2020 | Steve Burnside, MBA | Skillshare

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Facebook Advertising Crash Course | Your Guide To Creating Facebook Ads That Work! - New for 2020

teacher avatar Steve Burnside, MBA

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

20 Lessons (2h 51m)
    • 1. Welcome

    • 2. The Whole Picture

    • 3. FOGG Behavioral Model

    • 4. Ad Flow and Landing Pages

    • 5. Campaigns Ad Sets and Ads

    • 6. Your Campaign

    • 7. Ad Set Audience

    • 8. Ad Set Placement

    • 9. Ad Set Budget and Schedule

    • 10. Your Ad!

    • 11. Ad 1 E-commerce Ad

    • 12. Ad 2 Email Capture

    • 13. Ad Results Lead Gen

    • 14. Ad Results E-commerce

    • 15. The Pixel and Tag Manager

    • 16. Custom Audiences Introduction

    • 17. Custom Audiences From Email Contact and Lookalike List

    • 18. Custom Audience Web Traffic

    • 19. Custom Conversions

    • 20. Congrats

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About This Class

If you run a business or are an entrepreneur, you have to take this class! This is the same class I teach in person and here are what some of my students say:

"If you want to greatly improve your online presence and have a great time learning, take this class. Steve will energize and empower you." Brian P,  Marketing Director

"Steve is absolutely a mastermind with clear, insightful and educational information on how to build your business with Facebook Ads." Jennifer C, Executive Director

"I always come away from (Steve’s classes) armed with new knowledge and understanding that I can use immediately" Shirona T, Marketing Manager

Facebook ads are the #1 tool to help your business grow. In this Masterclass you will understand the whole picture and be able to create a Facebook Ad that actually converts! Owned media channels, to your website and landing pages, without understanding these assets, your ads are bound to fail, and I will not let that happen! You will learn how to plan, strategize and implement Facebook Ads with ease. 

You will be walked through how to target your audience and discover how you can create custom audiences for pin point ad targeting. 

You Will Learn:

  • How To Use Facebook Ads to Grow Your Business

  • How To Target Your Audience With Pin Point Accuracy

  • How To Plan and Budget For Your Ads

  • How Your Website and Other Online Channels Impact Your Ads

  • How To Determine Your Demographic Targets

  • How To Re-Market To Potential Customers Who Have Not Purchased From you

  • How To Market to Past Customers

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1. Welcome: Well, let me start with an enthusiastic welcome to the course in this Facebook ads course. You are going to be empowered and equipped to run amazing Facebook ads, so let's go over a couple things. The first couple lessons are going to be applicable to all of your digital advertising and really, even your traditional advertising. It's really important to lay a foundation before you start running ads, so I want you just understand how this whole kind of world works. And so that's why we don't jump straight into ads. I want to do two or three lessons with you to help you understand buyer behaviour, how buyers act online and to make sure you have a great foundation. When you start running your Facebook ads from there, we're going to get in to the Facebook ads course running in the meat and potatoes. You're going to learn everything you need to know to run a successful Facebook ads campaign , and this course is organic. It will keep growing, so make sure you ask questions. There's a continuing education section of this course at the end where I will continually post videos of updates, student questions and really just anything applicable to Facebook ads. OK, enough of that let's get into the course 2. The Whole Picture: All right. Well, welcome to officially class number one, and I'm really excited that you're taking this class with me. I know you're going to get a lot out of it. A couple things to keep in mind. I am not one of those people that like to just dwell on certain things. This is a video course, so you can feel free to rewind the videos. If you have any questions, please feel free to use the contact buttons or the course question section to ask questions that you may have missed. Or if something comes up, I'm happy to answer those. But just like many of you out there, you don't want to hear 10 minutes about the exact same point over and over and over again. So we're going to move relatively quickly because we have a lot of information to cover. When I do this course live, it normally ends up being four or five hours, and I'm gonna try to condense all of that into significantly less than that. Because I know that you don't want to watch for five hours. Of course, work before you can actually get results. So I want to get you there, quickly. Um, so we're going to start with the digital foundation. This is your digital life. What are you doing out on the Internet? How can people find you? How are people finding you when it comes to Facebook ads? Because I know a lot of you just said I thought this was a Facebook ads class. You're right. It is. And often to get the best results with Facebook ads, you have tow work backwards, and you have to know everything that's out there because the reality is when you are paying money to get your name out there, people are going to start searching you. They're gonna start searching your website. They're going to start doing things and looking for you other places. So you need to be sure those places air dialed in. So here we have our website in our landing page. This could This is by far the most important part of this whole conversation, because without a great website or a great landing page and we'll talk about the difference of those in a minute. You're not going to get people to actually take the action you want. So you're spending money for an advertisement of Facebook ad because you want people to sign up to get their hair cut with you or join your gym or, you know, come to cause you're a dentist. But your website doesn't isn't greater. It's not mobile friendly or it's hard to get in touch with or you're sending them to just a random home page that it's too complicated for them to complete the action. So you really have to think about Is my website ready to receive traffic that I'm paying for now? Over and over again, you will hear me say these these this is traffic, that we're taking money out of our wallets, to hand to Facebook, to get people to our site. We don't want to just see that there's a lot of clicks. We want to see that there's a lot of clicks and people are taking the actions we want. Okay, the website is so important as we scroll out or zoom out, you'll see there's a whole lot of other things that are a part of your digital life. Okay, so we have Facebook instagram, perhaps Twitter, Pinterest, thes ones in yellow are owned media, so these are ones that you have access to your posting. Teoh, You're not necessarily pain to be on right. But you have pretty much total control of the message, the imagery, the things that are happening there. The ones in blue are wonder where you're actually pains. We have display ads, Facebook ads, Google AdWords. Those are where you're actually paying money to send people to your website. Now all of these have a core or one single purpose which is to create a conversion. And a conversion can be almost anything that you define it as. Ah, lot of people hear the word conversion and they immediately think, Oh, this is when somebody takes out their credit card and gives to me Now that is a great conversion. But it could be that you're just looking for an email sign up or you're looking for somebody to call you. Or perhaps a convergent can actually be. I'm looking for somebody to go on three or more pages of my website cause I'm doing some retargeting advertising. We'll talk about that later, so the conversion has to be defined beforehand before you start running ads. But even before that, you need to really taken assessment of what you have out there in the digital space. How, when people find you on these other platforms, does your message lineup if you're advertising for men's haircuts and they go to your website, but your website never talks about men's haircuts, there's going to be distrust that's gonna happen. All of these other platforms are going to create trust among potential potential customers and potential clients, and that is going to be really, really important. Now. A lot of people don't realize once somebody's clicked and add to go to your landing page, hopefully that they will actually research you pass that. There's been some studies out there that say up to 70% of people will actually research you on in other ways before they will actually convert with you. So that's a big, big deal. Okay, so for this first initial class, this first financial section I want you to download, there's a worksheet about your digital life. I'd like you to fill that out for me. This is a really brief overviews. I want you to see what you have as well as what you don't have and what you have out there that you have not been using. And what I mean by that is you might fill out you a Facebook. You have instagram, you have Twitter. And you might tell me on that work she that says, When was the last time you posted and maybe with Facebook? It was four days ago on Instagram was last week. Maybe Twitter was six months ago. I would rather you get rid of the platforms that you're not committed to because somebody showing up on your Twitter account and you not having any post or any activities for six months or a year actually creates distrust makes him think that you are not committed to the things that you say here doing. So I would rather you just cancel those things and get focused on the ones that you have time to do that you're passionate about. And that could potentially drive traffic to your website or your landing page. You know, if you would end up taking a Facebook or an instagram four bit for business class with me, we dive much further into that. This is just a high level overview. And so once you have that worksheet filled out, let's go ahead and jump onto the next class. I'll see you there 3. FOGG Behavioral Model: all right. The next thing we need to talk about is how people behave and triggers. And so one of the very popular behavior model is the B. J. Fogg behavior Model B. J. Fogg is a professor at Stanford. He studied how people behave and what the situation is to actually get somebody to take an action. Now it's going to be really important because there's multiple actions we're going to need somebody to take for us to convert right. First, we're gonna have toe, get them to click on our ad or click the link in the ad. Whatever we're trying to do there, we're gonna have to have them. I fill out a form or, you know, buy a product or whatever. We're trying to get them to Dio, there's at least two or three actions that we have to get somebody to do before ad is truly successful. So what? What B J. Fogg put here in the behavioral model is a couple things over here. You actually have the motivation line, and motivation could be either low or very high. So, for example, I might have on my car tires that are about six months away from needing to get changed. Now, my motivation to change them today is going to be pretty low down here somewhere, but because I have six months left on them or eight months left on them. But if I'm driving down the road and I have a tire go flat and explode on me while my motivation to get that tire change is going to be definitely much more on this higher level , right? And so the motivational factor is a huge part of this. So if you're running an ad for $5 off the purchase of $1000 that's gonna be a pretty low motivation, right? That's not a huge savings. But if you're running an ad for come get dinner for free tonight and somebody doesn't know what they're doing for dinner, they might have a pretty high motivation to get that free 20 or $30 dinner that you're offering them. So part of this is understanding. The motivational piece of it is what are you offering people? What are you actually going to put out there that people are going to be motivated to try to get? And you really have to think that through. A lot of I've had the question asked. Well, how much of a discount should I give? I actually recommend at least 15% or more. It seems like 10% now is so commonplace, unless it's a really big item. I mean, obviously 10% off of a diamond ring is a big deal. But for what most of us are offering, 10% is almost just looked past this point. So I think you actually have to have a 15 or 20% discount before somebody will even turn an eye and look at it now that's motivation. The second piece is down here ability. So ability is how hard or how easy it is to get the the thing we're trying to promote. So if we're trying to promote 20 you know a free a free dinner tonight, my motivation might be high. But if it's really hard to get it, if I click on that ad and it takes me over to a page and asks me 20 questions and one of those questions is, you know all the name of my kids and my wife's name, and by the way, we need a credit card to reserve your space because if you don't get your free dinner, we're charging you for it. All of a sudden, I might not take you up on that offer because my ability to get it or, you know, I perceived ability to get that is going to be too high. It's too complicated to make it happen now. I might have a high motivation to get that free dinner, and all I have to do is fill out my name and email address. Now it's gonna be over here in the easy section right here, the easy section. So that's going to be a really a no brainer. So I'm gonna take advantage of that. So you have motivation and ability, this curved line in the middle of the action line. So this is where the X and Y axis meet to see if the action you're trying to make happen will fail or succeed. So if I have a high motivation, but the ability is really hard, that might fall somewhere in this section, right? And so I might fail. Now, if I have something that's low motivation and easy to get, I could still fall into this section because my motivation is so low to get that thing so it might be OK. $5 off of my next diamond ring. That's $10,000. I click over to the page, and it's asking me for a name and email address, which is a very easy ability, but I'm going for five bucks. I don't want to get emails from this person, so I'm not going to fill it out. So anything above this action line becomes a success. Anything below the action line becomes a failure. So when you're thinking about your ads and thinking about where you're sending people, once they click the add. Because the reality is 99% of the time, you should not be sending people just to the home page of your website. That's a hot tip. Do not send people to your website home page. They need to be on a specific page that the ad is talking about, or you need to use some sort of landing page software like landing pages, unb, ounce lead pages, something like that to build a specific landing page to send them to to help make the ability you know, easy for what The motivation is. Another good tip. Another good rule of thumb is on. Lee asked for the information you absolutely need. And what I mean by that is, if you're just trying to give somebody a coupon, you just need their email address. So on that landing page, just ask for email address as opposed Teoh. Okay. You want a coupon? Well, what? Your email phone number, You know, date of birth, all the stuff. People aren't going to fill that out, especially if you have no intention of ever using that other information. Just get the information that you need for this campaign, that campaign that you're running and stick to just as simple as possible. In fact, before you even launch the campaign, look at the page or sending people to walk through it, find some people toe walk through it that are not you, that that know the whole system because you built it and see how easy they say it is to get . You want that ability to be on the easy side most of the time because most of the things that were offering for lead generation are, you know, especially with Facebook ads because ads are in people streams. They're not Google searching. Oh my gosh, my tooth just fell out and I have to go get it fixed, So I have a high motivation. Most of these things were putting in front of people hoping to trigger them. So the motivational level in a Facebook ads specifically tens not to be on the high side. It's more on the mid to lower side because it's literally just an ad that they've seen coming through their stream. They're not searching for that thing, so you really have to take that into account. One of the biggest waste of money I've seen with Client after client when I come in is that they're running all these Facebook ads, but they're just sending people to generic pages, and they're wondering why people aren't coming in and it really is because they're making the ability to difficult, right, like come get this free thing or come get a discount for just sending them to the home page and going, Hey, hopefully you can figure it out. Hopefully, you figure out where the awesome thing that we've just promised you about is, and we don't want that. Now All that to be said, it is really, really important that you are dialed in on your landing page. Okay, so the next class we're gonna talk about your landing page and the importance of a quality landing page. We'll see them. 4. Ad Flow and Landing Pages: All right, so at this point, let's talk a little bit about ad flow and about landing pages. So, previously we've talked about understanding your big picture. We've talked about the fog behavior model, so we're building a great foundation for you to really start creating amazing ads and amazing at what? I'm gonna call campaigns because you're going to see the whole picture. So when we create an ad campaign, there's really kind of these three steps, and the first is the ad itself. And the ad is essentially asking somebody, Do you want something awesome? We have something great to give you if something great to offer you. So here's the ad we want you to who have this Something awesome. Okay. From there, they're going to click it and they're gonna land on the landing page in the landing pages. Here's how you easily get the awesome thing. OK, so we'll from ad toe landing page, and then we always want to make sure we have a follow up. The follow up can actually be ah, a way for you to close. Erred closed the gap on the time it takes you to convert a lead into a paying customer. So, for example, if you have a ah, a massage business and you run an ad for get to massages for the price of one. Do you want something awesome? Yes, I want that something awesome. Click here. The landing page is nice and clean and makes it easy for me to get my two for one massages . I I fill out the form. Send it in. Then I get sent to ah pages says, thank you so much for taking us up on the two for one call right now in book and get a free , you know, 1/3 massage for half off. And now all of a sudden you're you're creating mo mentum because they've already trusted you enough to give you their information. We're trying to get them to actually book and call. So they got the coupon two for one. So now we want them. Teoh Just not just have the coupon. We want them to actually call us, book the appointment, give us the credit card, move on to become an actual client, right? And so those are the three basic parts of the whole ad campaign. So as you look at all three of these parts that add the landing page and the follow up. I need you to apply that same behavioral model, that fog behavior model toe all three parts of this right? Is this easy? Does it feel like it's going to be easy? Does the ad make it feel like getting what you have is going to be easy? Is what you're offering increasing my motivation, my motivated to click on your ad. If your ad is boring and doesn't offer a whole lot, my motivation going really low and even just clicking over is going to not interest me. Okay, the second part of the landing pages, you want to make it easy to get that awesome thing right? We wanted just basic name email, whatever. I don't want to say basic, depend on what your offering. That could be different. But you want the minimum amount of information that they have to fill out. You'll see a lot now. Actually, companies that have a lot of information they have to gather on this page will actually have just name and email address, and then what they'll do is they'll send the send people to a second page down here that has mawr information on it. Okay. And then what they'll do is there send people up here. So this might This is actually another flow that you could take, which is Hey, I have some awesome. You see this a lot with online schools. They're trying to get people to sign up or get information on classes because they need more information than just a name and an email address. And studies have shown that once you give somebody a little bit of information, the next time you're asked for information, you're more willing to give it. So do you want something awesome? Yes, Here's how to easily get that thing. If there's a ton of information that you need or a lot of information more than a you know , let's say call it three or four different pieces of information. They fill up page one, go to page two. Hey, we're almost there. We've almost We're almost a place where we can get you that amazing awesome thing. Thank you Fed Awesome thing, by the way, called the book or we have times available. All of that which all of this begs the question of I keep using the word landing page, verse website and what is a landing page and in within the context of this course, we're going to say a landing page is a page that has one specific purpose. Why is that not the home page of your website? Well, the home page of your website has many purposes, meaning somebody lands on your home page. They might be trying to contact you. They might be trying to learn about services you offer. They might be trying to find out what hours Europan. They might be trying to figure out how just to email you, because I have a quick question, but they don't wanna call you. So the landing the home page of your website has multiple different things are multiple different reasons why somebody could be there. Which is why sending people there from an advertisement is normally a bad idea. Because either people get distracted or they can't find the thing that they're looking for . Ah, landing page has one sole purpose. It is. I've clicked this ad to get this awesome thing. Here is the landing page to get this awesome thing, OK, and I'm gonna give you an example here. So here is a landing page for a university, and you can see that this landing page it doesn't have any main navigation up here, right? So I can't click off into contact or anything like that. So this is most likely and add that they're running for an AdWords or Facebook ads campaign . It gives you a couple bullet points of why you know why this university is Australia's number one university, and it has the contact form register for our event now. Okay, there's a There's a couple things about landing pages that I do want to say here. This is not a landing page development course, although I would recommend taking one of those a landing pages really important that you have the call to action or the thing that you want somebody to dio what's called above the fold. And that means when somebody lands on this page on their Web browser, they don't have to scroll down to see where the action is that you want them to take. That phrase actually comes from newspapers because above the fold in a newspaper is literally above where they fold. The newspaper. So if you're walking by a newspaper stand, you see a whole bunch of information or the front page. The stories that you see on the newsstand are above the fold, right? So they folded the newspaper, and half of the ones you see are above the fold. We want the same thing above the folder above the scroll is where we want to make sure that we have contact information, bullet points and ah, copy and text that are emphasizing why somebody clicked on the ad in the first place. Okay, No, I do want to make one point here. Um, there are a lot of Ah, there's been a lot of research on how quickly people make snap decisions and how long you have before somebody will click off of a page. I might. My general rule of thumb is that page has to be instantly recognizable. So I want that page if somebody clicks because I have put out an ad for guitar lessons, that page that they land on needs to just speak. Hey, get your free guitar lessons here. Nice. Easy to the point. No questions asked. Um, here's an example of a landing page that I found and it says your morning ritual read refined. Okay, your morning ritual refined. Now that headline. Let's compare these two headlines real quick. This one is be a part of Australia's number one modern university. OK, relatively clear. I mean, I guess I could make some assumptions or some misinterpretations if I was looking for a faculty job and I happened to land on this landing page. But in general, this per the imagery they have over here looks like a student. You know, I'm not gonna miss interpret this to too much. And it's saying that there's one great location with the finest facilities, all of that. Okay, so it's relatively clear this headline this one is not clear because people have different filters. They put things through. So this doesn't work for somebody if they don't have a morning ritual, right? Or if they what If they work nights and they don't even wake up till the afternoon? Now I get it. You know, everybody's kind of gonna say you're nit picking on stuff, but yes, I am, because we are spending money to get people to a landing page or to a website when we're spending money to do that, we want to have the best chance possible to have them convert or Teoh take the action that we're asking them to. So I do get very picky on these things. Now, the other thing that I really, um, that really some What bothers me about this landing page is that if you look at this landing page, okay, now this is just landing page 101 We're not going to go very deep into this, but this image I keep coming back to it. As a matter of fact, it took me a while before even realized what these people are offering, right? They have this this guy with almost a cartoonish feel to his head, Really big eyes. And our eyes are going to tend to go to his eyes and it's really hard. I look at other places on the page and then I always come back to him. Now, I don't really know. In the 1st 3 seconds of this ad, I have no idea what these people are actually selling. I have no idea what I'm getting or products and pricing for what my morning ritual refined are you sending somebody to my house to help me? You know, Teoh, help me get my morning ritual together. Um, you know, whatever it is, now you have to come down here and it talks about what man Paxar says A lifestyle service for men who are too busy to worry about basics. Socks, underwear, shirts, shaving supplies. Um, you know, whatever it is now, my understanding of these guys, they actually don't send you an electric razor. No, If I'm wrong on that, somebody send me a ah message. But I'm pretty sure that that's the case. So once again, our landing page wants to speak directly to what that person will get. The benefit that they'll get by signing up. And then now I have to click here for products and pricing. So this first pages not really taking me, you know, not feeling really compelled. And then I have to go to another page to even see what products and pricing or even available. So that's why you can see the importance of the landing page. You know, which one of these do you feel more comfortable filling out? Which one of these do you feel like. Okay, this is gonna be easy. I know what they're talking about. I can just fill this out. It's a minute. And I feel like we're going to move on to the next thing that's building trust between you and a customer that does not know you yet and just really reiterating that point that we're paying money to have people show up. Okay, so if we go back up here, you can see the ad is asking people, Do you want this Something awesome. We're telling them we have an awesome thing. You need to come get it. I don't care if that is a free tri tip sandwich or, you know, we have the most awesome university that you can take classes for, and we want to talk to you about it to a landing page. That landing page has a single purpose. Was gonna would recommend taking a one year done with this. You start running ads. Taking a landing page course is really gonna help you understand the dynamics of a landing page. What builds trust with people? We've gone over a couple things here, but not giving people too many options, cause if we come back here. One thing that both of these did very well. If you don't have a whole lot of there's no upper navigation, right? This isn't just sending somebody to a Web page on their website. They removed that main navigation. There's some stuff on the bottom, which I'm fine with because this says things like privacy statements and social media profiles actually build trust. So I'm happy with that. In the follow up. Thank you for getting this awesome thing. This can also be a trying to get become a quick close. Okay, so that is landing pages on the resource is page that you have access to in the class. I actually have a couple landing page builders listed, so you might have your website built in squarespace or in WordPress or in Wicks. But if you want to work with a dedicated landing page software, so I'll be separate from your website. There's a couple landing page builders that I have listed Get Response is actually an email , a management solution that also offers landing pages, and I have used them and they work really well. Lead pages, instant pages, unb, ounce they're all great. There's actually ways you can also build landing pages within your website by removing navigation and things like that. Some of you may opt to do that if you're really savvy and WordPress and feel comfortable doing that. So that is landing pages. Landing pages are going to be the single most important thing about your ad. Okay, because we can send a ton of people to a page. But you are just going to waste money if you're sending them to a landing page, that people get confused, they don't have trust with you and they're not converting Now. The level of trust you have to build with somebody is directly correlated to how much information you're asking from them and the thing that they're getting by giving you that information. So if you're just saying, sign up for my newsletter, the chances of somebody doing that the conversion rates will be really low unless you have an awesome newsletter that people already know about and know that it's consistent and there's all sorts of great information coming out then that that might be great. But if you don't have that, then you need to really take into account why would somebody give me this information? What am I communicated in the ad? What am I communicating in the landing page? And then what am I doing to follow up with those people once they've given me the information. And that is why the landing page is so important. Ok, so we've talked about the big picture. We've talked about the fog behavioral model. We've talked about landing pages. We're going to move on to talk about some of the technical set up for your website and landing pages that you need to have done and we will see you in the next class. 5. Campaigns Ad Sets and Ads: in this class. I want to talk about campaigns, add sets and adds, And I just want to bring this Ah, front and center early on in the course because this is one of the most confusing pieces of the Facebook advertising dashboard. So I just want to nip it in the bud early. So everybody kind of understands how these all work and how Facebook uses campaigns, add sets and adds toe logically, um, create, you know, ads in the dashboard. So a campaign is the highest kind of level in the in the dashboard, and you're going to see this live and in person. But just to explain it, the campaign might be that we're trying to get people to sign up for gym memberships. Okay, so if we owned a gym and we're looking for gym memberships, that might be our campaign, right? So our campaign is gym memberships. There is one campaign that's going to sound weird, but there's one campaign for every campaign. So when you go in and start creating an ad, the campaign is that higher level of what is the main goal of this advertising that were about to be doing now you might have multiple campaigns running so I might have a gym membership campaign running. I might also have a you know, cycling campaign running. I might have a my retail store, campaign running or supplements or whatever it might be. But that's the campaign from the campaign. It breaks out in tow, adds sets in these ads. Sets are really demographic differences that you're going to be advertising to. So the easiest one in this case is that the gym membership might have two different ad sets , so we might have males and females. Okay, so our big campaign of gym memberships is going to go in two different ad sets. One are going to be ads focusing and targeting males, and the other ad set is going to be targeting females now, like many of you know. And if you do any studies on human behavior and things like that, especially when it comes to gyms and personal appearance, the language, the things you're gonna want to say to a male versus a female, if you're trying to attract gym memberships are going to be totally different. And in general, we of line with like being a male right. I'm going to align mawr with imagery that is male focus first female focus. And my wife would align more with female focused imagery versus male focused feminine imagery. Right? That's just how it works. Um, and so we need the leverage that so in these campaigns. So we have, you know, the gym membership campaign. Now, within that campaign, we have two different ad sets, male and female. You could have mawr than to add sets. I mean, this is just a very basic layout you could have you know, once again if you had a guitar store just to make this easy. Um, you know, you could have an ad set for fender guitars and add set for music man guitars and add set for Gibson guitars and add set for Ivan as guitars, Um, and all those air different brands of guitars. Eso when you think that through. You know, if you owned a sporting goods store, this might be ah mawr appropriate for everybody that doesn't know all the guitars and your wondering when I'm gonna stop talking about guitars. But if I owned a sporting goods store, I could have an ad set that was for baseball and add set that was for football and adds that that was for soccer and on and on and on. Right? So everyone add sets could be targeting different people. The campaign could be I need to sell stuff in my e commerce store or I'm trying to get people in the door. I mean, you can you can have that type of larger campaign. Now, as you get better at this and you become more comfortable in fluent with Facebook advertising, you might find that you like the campaign to be our soccer campaign or our football campaign. And then you have add sets within that maybe junior high high school, college, something like that. So the better you get at this, the more, um, in the weeds you can get. Ah, you'll make a determination of how you how you like to set this up. But let's kind of move on with our example here. So we have the campaign of gym memberships. We have two different ad sets, male and female, from that ad set, then runs the different ads from each ad set. So, for example, in this little diagram I'm drawing here you'll see that maybe will run three different ads for male in three different ads for female, all with the the the focus of getting gym memberships. So why would you run three different ads for males? Well, it's because we want to test what images work the best and what headlines work the best. We don't want to just gas and hope that the the imagery that we put out there, everybody is going toe a line with we can actually have the ability to test and sief in real time, which images in which adds, are We're going Teoh attract mawr of the audience. Okay, so that's why you might run three or 45 ads in that ad set campaign to start off. Um, and that is a very powerful tool. But that, in general, is how campaigns add sets and ads are set up. Campaign is the overall overall goal of what you're trying to accomplish. The ad set breaks it up demographically, and the ads are the individual ads that are being shown to those different demographic boxes. So there you have it. Campaigns add sets and adds, if it feels overwhelming ticketea breath it makes a lot more sense once we see it inside the Facebook ads dashboard, which we're going to do very quickly and ah, we will see you in the next class. 6. Your Campaign: we have reached an extremely exciting portion of this course. We're actually going to start diving in to the Facebook ads manager. I'm gonna show you all of the different sections of creating an ad than after that. What we're gonna do is actually build out real life ads that have budget in the whole thing . And then after that, I'm actually going to show you how those ads did as faras results because I want start answering some of your questions about Hey, how much money should I be spending in what kind of results should I be seen? And then after that, we're going to actually dig into some or advanced tactics inside of Facebook ads. So the hope here is that you understand how an ad is created. Once in those tools, get in your tool belt, then we're going to do some of the rial work and do some really adds. And then we're going to start talking about how you can expand your ad. So you were going to be equipped and empowered to make some amazing Facebook ads. With that being said, if you're in your ads account, you're going to see a button here that says create. So we're gonna hit that create button, and that takes us to the campaign objective page. Couple of things to note here, Facebook has done us a big favor by just kind of showing us on the left hand side the total flow of creating an ad. So we're going to go over each one of these topics individually. So you're gonna be able to really understand what each one of them doing those air, the core components to an ad on the left here, so kind of spoiler alert here's with the next sections of the class are. So what we need to take away from this campaign page is there's 11 different types of campaigns that Facebook offers you. As of the time of this recording, once again, they're always changing things. So if you get in and there's 12 or 13 just go with it. The fear of what I'm telling you still is going to apply. And with those 11 they're asking you essentially what you are trying to do now. A lot of people don't really take this that they kind of take this with a grain of salt, But I would argue that you really need to think through what your objectives are for the ad because you want Facebook to do you assume any favors as possible. So when you choose the correct campaign objective, Facebook can start working for you and the algorithm to start working for you to get you the results you want. So, for example, something like brand awareness and reach could sound very similar or could look very similar. Or, you know, traffic and brand awareness could look very similar. But all of us on Facebook, everybody that has a Facebook account, imagine that every one of us has a different as a profile associated with us that Onley Facebook sees and that profile. Let's Facebook know how we all tend to interact with ads and with other people's posts and what our actions on Facebook tend to do. So if we're just trying to get, you know, as much traffic as possible Now, traffic is saying, sending somebody to your website and what we're gonna do is let's look at traffic and conversions here cause really from from a high level they can look very similar. So if you're just looking for traffic all Facebook is looking for at that point is people that are gonna be clicking a link over to your website, so they're gonna look at people that have a tendency to click over a lot. Well, conversions might be that you're trying to sell something on your website, so it would make sense that you're wanting to send as many people to your website is possible. So that's the same thing. Traffic is right? Well, yes, but not really cause conversions. Facebook is also looking at people that have a tendency to convert. So whether that's your selling them a product or signing up for an email list or signing up for a webinar, whatever that conversion is, it's a different group of people that have that associated with them. So when you choose the correct campaign to start your ad on your giving, your allowing Facebook the best information to help you get the best results so you can see engagement, you know, reach brand awareness, traffic conversions. All five of those can essentially could be very similar on some level now, awareness how this also works. Is there a sales funnel and the sales funnel for Facebook is awareness, consideration, conversion. So if you think about it, awareness is the highest level. That is, Hey, we might not sell anything, but we just need people to know that we exist from awareness. Once somebody knows you exist, you they can go into this consideration portion, which is Hey, I know brand X y Z exists. I would. I'm thinking about considering using them for my next purchase. Or maybe it's a car, right? You have to know Ford or Chevy or Toyota or whoever exists or Tesla exists once you know they exist and they can get into your consideration conversations. They were looking for a new car. What are the ones we could consider? And as you can see, that's what most. That's what these objectives are doing, right? Traffic engagements. The traffic isn't conversions, right? Traffic is. Get people to your site to consider what you have to offer. Then you get into conversions, which are actual conversions. People actually buying something catalog sales, store traffic, those there, three different pieces of the sales funnel. So it's really important that we choose the correct one here, so I'm just for sake of argument, because we're not actually create a real ad right now. We're gonna create a fake out, and we're gonna get into the real adds. I'm gonna choose traffic as soon as you choose that objective. This next box is going to pop down here, so we're going to call this a traffic test. Now, this next box pops up called create a B test. Now, we're not going to get super into a B testing in this course, Although I think you should once you start running ads, so what an A B test is is that's where you test either the creative. So the pictures in your ad, the videos in your ad, the placement where you're at is placed the audience of your ad or even delivery strategies of your ad one against each other. So true, a B test is you have the exact same as a two of the exact same ads, for example, and you change one thing about those. So we have two of the exact same ads and we change one thing about it. So we change a picture on one of them, and then we run those and we test them against each other. we give them both budget and we contest the results of that. And that's an A B test, right? It's comparing a to B. The reason you only want one thing different is because if there's more than one thing different, you don't know the element that created the change or created the better results. So if we change the picture and we changed the audience, we don't know if the picture gave us the better result or if the audience gave us the better results. When you're doing a B testing, you really need to consider just changing one thing, letting both of those run taking the winner. Then, from that winner, do another A B test, change one more thing and then run those again. So that is what a B testing is. This is awesome that Facebook has added this, by the way, they didn't use toe have this. You have to. You used to have to use another piece of software to really do this effectively. So having this built in as you're running more and more campaigns, you're going to want toe leverage. This a B test. Ah, significantly. So then as we come down we see campaign budget optimization. This is where we essentially allow Facebook to optimize our budget across add sets so Facebook will actually optimize your budget based on the results they're seen. I would I would, uh, you know, definitely encourage you to play with this. Have some turned on, turned off and see if you are getting better results or Facebook is Facebook is in a pretty good job of figuring this stuff out. So I want you to lean into what they have to offer. Um, and normally I will turn this on because once again, they do a pretty good job of optimizing the ads now, underneath that, we have the campaign budget. Now, if we click this button, you'll see we have the option for a daily budget or a lifetime budget. And since they have $100 in there, let's just talk about if we had $100 in a daily budget. That means that Facebook will spend up to $100 every day and always tell people give that a little margin could be 100 could be 100 3 It's hard to land right on 100 but right around that ballpark, you're gonna spend about 100 bucks a day life. If I clicked Lifetime Budget and I had 100 in here. That means over the lifetime of my add, Facebook is going to spend $100. So let's say we were running this ad for 4 20 days. So basically what Facebook would do with a lifetime budget of $100 is they would. They would spend the budget based on on some other options, but they would just spend $100. It would be spread out $5 over 20 days. It would just be Let's spend $100 you know, if it lasts the 20 days great. If it's done earlier, it will be done earlier on daily budget. If we put in $5 then later on chose the ad to run their to stop after 20 days, we're still spending $100 but we're telling Facebook spent $5 a day. There's a lot of difference there, so you really have to consider that if you're running something on it. I've seen people were there running ads on a very tight time frame or they don't actually care that it goes a certain distance there, just wanting. You know, we're going to get 1000 email address. Sign ups. Great. Let's do a Let's do a lifetime budget. Let's do you know whatever our budget is 250 bucks. Throw it in there, get the email addresses as much as possible. Call it a day for a lot of other people they like. The slow drip in the different kinds of campaigns, will justify which type of budget you have something else to keep in mind. If you do lifetime budget, you do have the opportunity to have your ads turned on and off during certain times within the day. So if you are running an ad for a business to business type product in most of your businesses, you serve our say lawyers or CPS, things like that where they're working kind of Monday through Friday, 8 to 5. Generally speaking, you probably want to run a lifetime budget because then you could turn your ads off from, say, eight PM until 6 a.m. On a daily budget. You don't have that option as of this time, so the lifetime budget does give you much more granular control over when your ads run as far as hours of the day. So something to keep in mind there. So let's put 50 there just just for sake of argument. Then we have underneath that the campaign bid strategy so you have lowest cost, which is get the most results for your budget cost cap, which is controlling your costs, will get those volume of results for your budget. And then you have a bid cap, which you know, controls your bid in each auction. So lowest cost is generally what I'm going for. Um, although there are arguments for the other one. Once again, this is that I want to give you the tools of what's here. It really you're going to have to test your ads to see which one works best for you now, under any factors. A blue button here that says show advanced options and you'll see that's where we get this option of run ads on a schedule. So right now, because I'm on lifetime budget. If I click this, I'll be able to set a specific schedule within each ad set. Now, if I jump over the daily budget. You'll see that That gets great out. I don't have that opportunity anymore. Okay, So we really want Teoh. Consider that when you're when you're thinking about your ads. All right, so now we're gonna have this next button set of ad account now set up out account. This button will only show up the first time you're running ads inside of an ad account. This is you kind of set up the account here, and then it's gone to kind of hold to these. Ah, these parameters. We have United States U. S. Dollar America, Los Angels. That's the time I'm in there. Some advanced option at account name. That's fine. I'll just keep that for now. And I was gonna hit. Continue. So that ad account piece, like I said, you only get the first time 7. Ad Set Audience: so now were into the actual ad sets. So within the ad said, we're going to just once again go kind of from top down here, describe each section for you, and then we're gonna get into the ad, and then we're gonna do some really adds So you are gonna want to name your assets. So this is actually, let's let's back up one second. We have the video earlier about campaign ads, sets an ad. So, you know, the campaign is the campaign level. So hey, we want to sell these new shirts. We have Great. The ads set is the target audience. And you could have more than one ad set, right? So if we had one audience for females and one for male So we want to name this ad set along the lines of who we are targeting in this ad set. So, you know, if we just said U S A if these were all USA people male and female, but we're targeting, you know, uh, I don't know. Let's say 20 or 30 toe 55 year olds. You know, I'll do something like that just so I know exactly what the ad said, is so now in here, the next box is traffic, so traffic. It's pretty self explanatory. Choose where you want to drive traffic, I would guess. For most of you listening, that's gonna be website. But if you have a nap or you want to drive the messenger or WhatsApp, that's great also, but that's just a radio box. Easy peasy. So the next box here is dynamic creative. So this is where you allow Facebook the ability to dynamically create images, change out images, headlines and calm and combinations of that toe optimize for your audience. This is actually a pretty cool thing, So if you turn that on, you would move forward. You'd upload, you know, a bunch of different images and different headlines. And then Facebook can optimize those for you in an ad. So that is a neat option. Once in that used to only be available if you had third party software. Ah, like espresso, something like that. So this is a relatively new feature, and it's really cool that they're doing that now. We also have this option for offers now offers air going to create offer for people Ah, that they can save and get reminders about. So if you have a local business, uh, and you know, maybe you're doing 20% off something like that. You want to create an offer that people can get reminded about Then that is going to be what the offers for, uh, definitely have done some of those for local businesses in their cool. I mean, just like when you're trying to promote it on a vent on Facebook and you create an event and people say they're going to come or are interested in coming how you can send Ah, you know, reminders to those people that the events happening in Facebook send reminders to him, too, Which is nice. You know, you always want Facebook working in your favor. Okay, let's get into the meat of this page, which is this audience section. The audience section is one of the most important sections. You should spend more time on this audience section, then probably anywhere else, past year. Creative. You know, most of you probably already know what you're gonna do for creative, but the audience section is super important, and there's a section of your custom audiences. We're going to talk about that a little bit later on in the course, because there is some advanced things we can do with custom audiences. So I'm going to scroll down here the location. So this is where you are now choosing the people that are going to see your ad. That's why this is so important. Facebook advertising is not like network television where you throw an ad out there and just everybody watching the show is going to see the ad. You get to actually choose who sees your ad based on demographic and somewhat psychographic information about those people. So that's why this is so important. So let's just go step by step through this. I want you to take notes, and I really would encourage you that when you're done with this course, when you're getting ready to start, your own adds to really go back here. And I'm gonna ask you to go down to this detailed targeting section and and you'll see what that is momentarily and just hit the browse button and just spend half hour or 45 minutes browsing through the different options there. Let's start at the top. I'm getting ahead of myself here, So our first thing is location. Now, if you hit this drop down and I'm going to encourage you also, as Facebook ads features changes features as you're going through, click the drop downs. See what is there. Don't just assume what has been there always is will still be there, or there's nothing new. So Facebook does make changes to this advertising platform all the time, so just make it a habit to kind of click the drop down, see what's there, get the information about each of them and see if there's anything that they have come up with that can help you now. Right now, we have four different options. People living in or recently in this location. Then the second option is people living in this location. Then you have people recently in this location, and then you have people travelling in this location. So therefore, very different options. Let's talk about those real quick people. Living in or recently in this location is going to be the most broad. And, you know, if you're doing a nationwide ad, you know, if we're just choosing the United States and that's it, then we probably don't you know, that's fine. You're trying to choose everybody in the US It doesn't matter when you're trying to localize and add. So if you own a guitar store or a jewelry store or a advert for a service, you know, if you're a plumber out there that is trying to get business in a certain area, I wouldn't choose the people living in or recently in this location because recently, in this location, somebody could be traveling through. Facebook has tagged them is recently in this location, and they might live 1000 miles away. And you, as a local business, don't want to spend money to advertise to those people, right? So it's a localized business. You're gonna want to choose something like people living in this location. So those are people that live in the location, you're going to choose the next option down here is people recently in this location. So why would I choose people recently in this location? Well, maybe I'm a hotel, and I want to reach out to people that I know have been here and maybe want to try toe, get them on a list for specials and deals that you know for that we're running for the area . Maybe they'll be interested in it. So people recently in this location So they've traveled to the location, but they might not necessarily be there anymore. And then you have the bottom one, which are people traveling in this location. So I've run this type of ad for local restaurants that are trying to target travelers in the area that they want to come to their restaurant. So people travelling in this location, that ad will only be served to people that don't necessarily live there. They're just traveling through the area. So really, you can reach just about anybody in just about any area. So right now we have United States, so that is the full air. So now what we have right now is people living in a recently in the United States. But we could actually What if we just put California and something I want you to notice here their states, their city level, there's county level and there's actually d m A level. So if I put in Los Angeles, let's see, you'll see what pops appears. Los Angeles d m a so d. M a. Is a regional ah regional map that TV and radio use. So if you are a bigger business that are also doing, you're also doing TV ads. Something like a D M. A. Will be helpful cause your TV ads might be running in the Los Angeles D M A. Let's just choose that, just so you can see now most of us consider Los Angeles like right here. But you'll see the Los Angeles D M A actually goes up past. I mean, doesn't include Bakersfield, but kind of goes up Death Valley, you know, even getting into Nevada here. And so the d. M A is much different. But once again, this is how TV does advertising. So you just need to keep that in mind if you're you know, if you're a mattress store and you're doing from TV ads in the Los Angeles D. M A, then you probably want to mirror those ads right mere those TV ads with the Facebook ads. So that's one option there. Let's go at bed. Let's go ahead. There we go and go ahead and choose California again. So now I have California as a state. So what? We have is people living in our recently in California. So, you know, for my ad, I'm gonna choose just people living in this location. You see, as I change the different options here on the right hand side is you see audience size. So this is going to adjust as we continue to choose more and more options for our ad. A pretty good rule of thumb is you want a potential reach of about a 1,000,000 to 5 million people with a decent sized budget. Now, this town I live in is about 45,000 people. So a 1,000,000 people was not likely once, you know, if we're talking about large nationwide ad, you're trying to get email sign ups. You you know, you have ah website. You're trying to get people to, um, if you're a regional than once again, you're really limited by the number of people that live in your region. So where I'm at, it's about 45,000 people. So my potential reach ends up normally around 20 to 25,000 when we're just talking about in my region. So you do have to There's not a hard, fast number here for potential would reach of what you're looking for. Just keep in mind potential reach is not daily, active people that are daily logged in. That's actually the number of people with Facebook accounts in that area. So these 28 million there might only be 20 million that are even willing to log in to Facebook in the time frame that we have this ad. So you have to have some margin there to know, like, Hey, you know, there's not not going 5 25,000 people. I'm not going to be able to reach all 25,000 of those people. It's just saying there's 25,000 potential people that you could reach if they log in if they're on long enough to see her had If your ad, you know, gets in front of them all of that stuff. Okay, enough of that. Let's go on. So we have California now wants you. Remember I told you. Click the drop down to see what the option is because it's easy. Just go. Okay, great. We have California. Well, I can include or exclude any area. So within California say, you know I have a product or service but I don't want it to be in. I don't want to go is south of San Diego, so I can type San Diego and once when we have the San Diego D M A as a market or the San Diego City And so I'm gonna choose San Diego City, and you can see once again that it gets pretty, um, granular. So we have Rancho San Diego, Um, South San Diego. So, you know, even if you're in smaller areas, you can Generally, your city will generally be there. But we'll just choose San Diego here, and you could see we've excluded San Diego. Now, remember, this number was 28 million just a second ago. We just excluded two million people from our audience. Now, right now, we've Onley chosen location and we've excluded San Diego. And then there's a little drop down. Remember, he hit those drop downs of 25 miles plus 25 miles. So this is you can choose, You know, the current city on Lee, which is San Diego or cities within the radius. So cities within the radius means I want San Diego as the as the kind of center, but then I want to expand it anywhere from 10 to 50 mile radius magazine I of San Diego And that's going all the way north of Ocean Side. Really? Get into Orange County a little bit up there now because we're on the border Mexico here. The people down here aren't going to be impacted by our potential reach of 25,000 or 25 million because right, we've chosen California as people in California. So if we had worldwide up here, then the people that are living in this part of Mexico would be excluded. But they're not even part of the original audience. So now we're just talking about this section right here. So Escondido Pau a ocean side and those people are going to be excluded. Okay, Now I can click this little arrow down here. If I went Oh, I meant to include that location. So why would you include a location? Will say I have a business that does all of California, not San Diego. And I actually do Las Vegas also so I can hit this hit include and then do Las Vegas here and you can see now I have Las Vegas as as the center point. But you know what? I only really do Las Vegas. You know, I don't really want to go much further out than just Los Vegas proper. So we're going to include that in our in our numbers here. Great Las Vegas City. Awesome. Now I'm looking at that. Okay, maybe that's a little too narrow. Let me let me just open it up 10 miles, perfect city within. Go from here and go down to 10 miles in there. That feels a lot better. That's the area in Vegas that I'm really trying to target here. And you see, we got about a 1,000,000 more people in our potential reach. So why would you do something like this? Well, it's pretty easy. You know, if you have a business that has business that does business in multiple cities, then you could just without you could actually just get rid of California. Right? So we have Las Vegas, we could do, you know, if we did San Francisco so you could just choose each individual city. Also, we'll do plus 50 miles here. So now it's 6.9 million people Now, this taking away San Diego doesn't make much sense with our current targeting of lot of just as we're just doing cities. Um, but once again that that's all available to you so you can choose city, even choose region. You can choose state and then exclude people. Um, and there's obviously a 1,000,000 reasons why you do any of that. But that's essentially how you would choose the location past that. And I do want to make a point here. Different locations will cost you difference. A different amount of money to advertise into advertising is the cost of advertising is strictly supply and demand. So the MAWR demand there is in the less supply the cost is going to go up. So different places, different portions of the world even are significantly less expensive to advertise. The U. S is actually the most expensive place to advertise us. UK. Um, if you want to go advertise in Poland, that is gonna be much less expensive. So depending on what productor service you're offering, if you're offering an information course where somebody can just take your course online and you can advertise worldwide that maybe you don't want advertise in the US because What you can do is choose where you're at. The next section here is age, so this is pretty self explanatory. You just choose the age of people that you want your ad to go to. Then you have your gender, all men or women, and then you have language. So one tip I give people is if you have a product you sell, that's digital. Ah, and there's, you know, there's obviously a lot of more details than just go start selling it to people in other parts of the world. I mean, obviously, you have to think about ah, you know, the policies in those places and GDP are and, you know, different policies you have to meet to be doing business in those areas. But if you've decided, yeah, this is going to be great. You could What if we put in just because I said Poland? What if I said Poland right here? Okay, perfect. And then if I got rid of these and then I chose and so we have 18 million people, and then I chose English as a language English all. So now I can advertise into Poland with just people that speak English made. My product is only in English, and maybe your practices in Spanish or in Swedish. It doesn't matter that the same philosophy applies here is that you can choose the language here. And I would always recommend choosing your language. Because no matter where you live, um, if your product or service is a has a primary language, then you just want to make sure you're sending ads to people that can communicate in that language, right? I mean, we want to do the best job we can to send this ad to make that as relevant as possible. And I only speak English. I can barely read anything else. Um, I'm very fluent in reading English. There's no other language that I'm that I'm fluent in. That price sounded wrong, but, um, so if I get ads that are in different languages, I'm just skipping right by them, and most people would do the same thing. But you can see like by doing this, we can, um, we can choose people that speak our language that are Proctor Services in but reach an audience that May was going to cost us 50% less to advertise to the other nice thing is, if you're in an area that you don't know all the area, there's this drop a pin anywhere on the map here, so I can actually drop a pin here and now I'm going to target that area. Okay? You can see that. That has just added this appear that long, longitude latitude. And then I could go 50 miles there and we can add some people that way, so a lot can be done with location. You really want to think through location? You don't want to just choose your local area and just go for you wanna think through that just a little bit. Now we get down to the deep tailed targeting. Ah, this is a gift. The detailed targeting section is the biggest gift Facebook advertising or Facebook. I guess I should say, has ever given us as entrepreneurs or people running ads going to grow a business. I mean, this is huge. So right here. So right now we have people in Poland in Belarus that are 18 to 65 that speak English, both male and female. The detailed targeting ads, demographics, interest or behaviors to our audience. So once again, this is this browse button you need to make your friend. You hit the browse button and you're going to see a couple things pop up demographics, interests or behaviors. So if I put the hit that down arrow, you'll see the demographics open up to education, financial life events, parents relationship work, education, education level associates, degree college grad, doctor, degree high school grad in college. I mean, let's just choose doctor degree, just just for fun. So Facebook has determined that between the ages of 18 and 65 living in Poland and Belarus , uh, that there are 1900 people that have said in their profile that they have a doctorate degree. Now it changes back to the U. S. So let's just to California again. So we have 100,000 people in, you know, in California that have their doctor degree listed on Facebook. I mean, think about that for a second. Think how crazy how granular that information is. Now as you browse and, you know, doctor degree, there could be definitely a reason for that. But if you look at life events, I mean, think about this for a second anniversary away from family away from home. Town birthdays. Friends of So it's like it Anniversary anniversary within 30 days. If you owned a flower shop, you should be running ads. Two people that have anniversaries within 30 days, period. Right. And this is a rolling 30 days. So right now that reach is 120,000 people that are living in California, male and female, 18 to 65 that have anniversaries within 30 days. So, you know, if you chose just men 59,000 guys right now have an anniversary with him 30 days. They would be thankful if you want a flower shop of reminding them that they need to order flowers for the anniversary. I mean, how amazing is that that you have the ability that target people with that type of granularity? So as we go down, we can go ahead and get rid of that. We can also do you Let's do some other life events. Ah, we talked about anniversary away from family away from hometown birthday birthday month, upcoming burger. I mean, birthday month. Come on. How about treat yourself and you gonna choose the month that they're in so you could run an ad for each individual month. I mean, think about that for a second. That is crazy friends, close friends of men with a birthday in 0 to 7 days, close friends of men with a birthday and 7 to 30 days. I mean, this is just in saying that we have that they give us this kind of targeting. I mean, think about that. If you are running an ad like that on local television, that is a shotgun approach that you will barely hit anybody. But you could Onley spend money on people that you know are having a certain life event or a friend of that person or in a long distance relationship or a new job or a new relationship or newly engaged. Think about newly engaged if you're a photographer. If you offer a service for weddings, don't you want to be sending ads to people that are newly engaged? I mean, who wouldn't want that? Newlywed? When do people tend to buy houses often when they're newlywed? So if you're a realtor or you do loans for real estate, I mean this is a no brainer. So run hit, Browse again When I go down to interest, business and industry, I mean all of these different things that people are interested in. Entertainment games. I mean, action games, board games, browser games, card games. I mean, the idea that you can target people that like a certain type of music or a certain type of book or comic books or a certain type of food and drink or certain type of hobby. I mean behavior. I mean, now all of those things we talked about were somewhat, um, demographic type things. Behaviors can become psychographic. So not only can we target the thing that people like or the or the time frame that those people are in, we can now target people based on how they behave. Digital Act activities Operating system Used console Gammons Facebook payment users If you're selling something over Facebook, this guarantees that they have a Facebook payment account and know how to use it. I mean, expats, mobile device users. I mean, maybe you just want to have people you know, with different mobile devices. Android Facebook access. I mean, it's crazy what is here and then the cream of the crop. I mean, the cherry on top of the cake right here is purchase behaviour, huh? It's hard, sometimes hard to keep your breath. This is so exciting. Purchase, think about that engaged shoppers. Okay, if you are selling an e commerce product, if you are and we're gonna do this in one of the ads that I'm going to show you here momentarily the engaged shopper So then I can choose all of the information I want about my people. Then I can choose engage shoppers. And those are people who have clicked on the call to action button shop now in the past week. So those air people that Facebook knows have an interest in online shopping. Think about that for a second. Once again, our goal here is to spend money to get ads in front of people that are going to purchase our our service. So if you are just looking for people to sign in to an email form or, you know, use you to re roof their house, that's that's awesome. You don't necessarily have to care as much about this engage shopper. If you have a product you are selling online, this is a necessity. It's buried a little bit, so I need to point out to you. So we have purchase behavior, engage shopper. Then underneath here we have exclude people or narrow audience. So let's start with narrow audience. So I'm gonna choose. You know, I'm gonna choose guitar here, so guitar as an interest. So we're once again we have California 18 to 65 were still clicked on men. But we can do all here engage shoppers. And now we've narrowed the audience further. So what? Haven't think of it as a funnel here too. So the top level that funnel is within California. How many people were engaged shoppers and we take out guitar that's gonna give us 9.1 million, but say I'm selling a guitar course online, and I wouldn't just choose guitar necessarily. But just for sake of argument here, you can see now are potential Reach has gone to two million. So now we have a detailed targeting of engage shoppers of all the engage shoppers in California, and they were narrowing it down to engage shoppers that also have shown an interest. People who have expressed an interest or like pages related to guitar. You see, when I hover over guitar, that little box pops up that give you some pretty good information about each of these targeting options. So we have the size of that audience if it was by itself where it's located and then also the description of this audience. So that's when you narrow it further. But say so. Those are all the people in the pool for lack of a better analogy, right? So we've got all the people in the pool but say that there's some people in the pool that we want to get out of the pool. Like, say, Wait, we want guitar players, but we don't want people necessarily that are guitar players that play acoustic guitar. So it's a exclude people, so I can choose acoustic guitar here and you could see that brought down to 1.1 million people. So we have engaged shoppers that must also match. So the difference with the narrow further is that you're adding different tags that all of these people have to match. So all those people get into the pool. Then when you exclude people, you're taking people out of the pool. So are excluding people that like acoustic guitar here. Okay, now there's a little tricky box here that Facebook puts for you here, which is expand your detailed targeting to reach more people when it's likely to improve your performance. Once again, Facebook is not looking at the result necessarily that you want to get. They are looking at what you've chosen as your objective. So I never check check this box because generally my objectives are pretty specific. So if I'm if I have a guitar blawg and I'm my goal in this ad is to get people to sign up to my newsletter list, and Facebook's going well. Your objective is, you know, is traffic to the website or conversions. Even they would probably expand past the target audience that I'm looking at, or they would just to get that conversion. So we're probably gonna start paying. Were essentially giving Facebook the privilege toe open up our targeting reach people that we haven't targeted to try to just get the result. And I don't like that. I don't if I'm choosing an audience, I have a reason for choosing that audience. I don't want Facebook to control that if you have a more general purpose email list and you feel like you want to try that are more purpose. Um, more general purpose objective. Feel free to try it. Try it with 50 bucks, 100 bucks and see how it goes for me. I like having control over the audience because we chose them for a reason. So there you go. There's my two cents on that. So now we've got the detailed targeting and it's super exciting. I hope you can hear my voice. This is like one of the coolest things in digital advertising. Is this detailed targeting section? As we scroll down, though, we have connections. So connections are how people are connected to either your Facebook, your Facebook pages, your APs or your events. So and you do actually have the option here for some advanced combinations. So if you just want to target, people say you have a Facebook page that has 500,000 people, and you want to target those people cause they already know who you are. You can do that. Even new friends of people who like your page or you can exclude people who like your page . So if you're just trying to get new people that don't know who you are. You can exclude everybody. The likes your page. Same thing applies for APS and events. You have people who responded to your event and exclude people who responded to your event . This is a pretty easy one, right? So if you're doing a concert locally and you want to reach out to everybody, that's that has responded that they're coming to remind them or have them invite friends or talk about a giveaway you're doing or whatever, Then you can have just people that have responded to your events. If, on the other hand, you're trying to get more people to respond to the events, then you don't want to spend money putting that in front of people who have already responded. So that would be exclude people who already responded to your event so that that's all there. And then they give you this fun little button, which is save this audience so you can actually save this audience for use later. Remember up top here when we had the option for this custom audience, but the other button here is you save on in so we could save this audience. We've put a whole bunch of time and effort into figuring out the detailed targeting all that, and we can save it. So next time we do an ad, we just hit you save audience, and then Facebook will pre populate all of that within our are targeting. Now remember, we are within the ads set, so the ads set is determining the people we are targeting. You may have more than one ad set. The reason you do multiple add sets that you can target different people with different ads and hopefully speak Mawr to that audience. Okay, the actual audience. You would speak directly to them so you can say that audience. Let's move on to placements. 8. Ad Set Placement: placements is where your ads are going to show so you can choose automatic placements, which I'm actually not opposed to. So automatic placement is where Facebook will place your ad automatically in all of the late locations it can, based on the type of media that you give it. And I'm generally okay with that because I like kind of Facebook throwing it out there and then after 10 days or so, kind of seen the results and then optimizing from that point so I can turn stuff on and off after the ads been running. So that's cool. Manual placement is where I actually choose exactly where this ad is going to go. So a couple things to keep in mind here, You know, if you are running ah, and ad for an app that's on mobile, of course you're going to disqualify. You don't want your ad toe ever show on desktop, right? But you know, if you're running an ad for or even, you know, um, if you're running an ad for people that are traveling in the area for a restaurant, chances are you don't want to run that on desktop either, cause you're trying to grab those people as their scrolling through their phone traveling. So there's definitely reasons to do manual placement. So I'm not saying Don't do that. I'm just saying if you have a more generalized placement opportunity, this is the one area where I'm pretty comfortable with Facebook, kind of just doing it, and then I can come back and edit it later. But you can see very granule early. You could choose an Emanuel placement if I just don't want Facebook video feeds. I could just uncheck that and it wouldn't go there. Um, you can kind of scroll over each of these and you're going to see exactly what that would look like. If you just don't want yours, your ad and stories, you could take it off of stories. You know, these air really granular, um, ways for you to choose that. Now, down here we have specific mobile devices and operating system. So from a mobile device from a mobile device standpoint, you have android devices only IOS devices on Lee feature phones only, or all mobile devices. You have a Onley when connected. WiFi. Why is that even an option? Well, that's an option, because often bigger APS that download from the APP store at your phone. A lot of people's phones are set up to ask them. Do you? Are you sure you want to download this if you're not on a WiFi connection? So if you have a big gap and you want that is the best chance for something to hit the button and downloaded right away, Facebook can actually tell when something on a WiFi connection. They know everything about you, even if you're on whether or not you're gonna WiFi connection, right? 9. Ad Set Budget and Schedule: So finally, at the bottom of our ad set page, we have optimization and spending controls. So optimization is really about how Facebook, how the algorithm and how the robot on the back end is going toe. Optimize your ads. There's no right answer here. It really is. You're going to have to test this. You're going to have toe you to paint on what kind of ads you're running, what your budgets are, how comfortable you feel all of those things. But you can optimize for a couple different things. So first thing they have here is link clicks. Now link clicks are exactly that. When you optimize for ad delivery on just link clicks, Facebook is just tracking the people that click the link. Now, this is really, really, really important, because if I'm sending people to my website, you would think right off the bat. Yes, I want as many link clicks as possible, but I'm going to challenge you on that you don't want is meddling clicks as possible. You want as many people loading your website is possible, and that's difference. So if you once again click that down arrow to kind of you, everything that's here. The second or the first option that comes up right underneath that is landing page views will deliver your ads of people who are more likely to click on your ads, link and load the website or instant experience. So if I am doing an ad and I am doing an ad that sending somebody to a website that that website has toe load for something to happen, which is most websites, right I 100% of the time choose landing page views at this point in the game. I don't see a great reason why you would choose the Link Click Option, because what essentially that means It's Facebook. Just gonna optimize for link clicks whether they get to your site. If your page takes three seconds to load and they but they only make it for one, you want Facebook to optimize for people clicking the link and hanging around long enough for your website toe load. So that's what landing page views does Underneath link clicks. We have impression, so the next optimization is literally just delivering the ad to as many people as possible . So and as many times so impressions is listen if the same person is on a 1,000,000 times. If it's one person a 1,000,000 times on Facebook, they're going to just keep delivering that ad over and over and over again to get you as many impressions as possible. So if you're running a local, there's a concert you know to Friday's from now in your local area, and you just wanna inundate people with ads to let them know it's here. Impressions is probably your best bet. Then we have daily unique reach. So that is, they deliver your ad to as many people as possible, but only once a day per person. So that is how many different people are going to see her at the goal would be this goal. Facebook takes it and goes, Okay, let's get this ad to as many different people as possible. So with that is interesting, because you are going to get in front of a ton of different people. But, you know, a lot of studies have shown people need to see ads more than once before they react to that ad, so it really depends on what you're doing here. I mean, if you're giving away, you know a Tesla's, then you could really do Dale Unique region do pretty darn good with it. As a matter of fact, with a lot of my giveaway ads, the ads that we're giving something away, we'll do daily unique reach because we do. We want to just get in front of as many different people as possible, and the offer is compelling enough that we generally get pretty good results there. But those are the four options of the four once again landing page views, impressions and daily unique creature. The three that I use at this time, Um, I think link clicks. Once they started allowing us to do landing page views, I kind of got away from the Link Click thing because, ah, you know, there's not for most of what I do. There's not a great reason to use that. You can always tell people if you have a great reason to do it, then do it. Um, because there's not ever really a right or wrong answer in this world. It's that Are you compelled enough by your answer that it actually makes sense, So just keep that in mind, then we have cost control. That's that there's no real option. Their Facebook is gonna aim to spend our entire budget at the most landing page views at the lowest cost, Um, and then scheduling. This is where you have the opportunity to schedule it. Put in our cost of, say, $50 a day versus $50.1 time. Then we can, you know, we could actually set a start in an end date there, um, and the ads that spend limits So a lot of this language has come up based on changes that have happened in the ad platform. So it's essentially saying that it's using the campaign budget optimization if you have spending requiring so this add Add them here so we can have some spending limits. You know, in these are all optional minimum X amount of day. Ah, it's funny, cause it's like you can put a minimum, but they can't guarantee the minimum. So it's kind of like a it almost is like, this is here just to make you feel good. Um, but then you do have a maximum, so we won't spend more than this. Um, and then we're gonna get charged by impressions. So there you That's the optimization and spending. Really. The thing to take away here is the optimization for ad delivery section of that. OK, you now know all there is to know about the ads set section Ah, Facebook advertising. Let's jump in to the actual ad. 10. Your Ad!: So now we're in the actual ad. And remember when we talked about you have the campaign? You have the ad set and then underneath each ad set, you might have 12345 different ads. So it's and it's important to name those ads something that is relevant to that ad for multiple reasons and there. But one of them is just for easily to be able to easily identify them. When you're looking at your data on your metrics, Um, I mean, that's the main reason. But also, if you ever want to copy and add something about, you know what the ad is. So I was gonna call this test one, but always name those ads. Next is your identity. So if you control more than one Facebook business page, you're gonna have ah, drop down here of a whole bunch of different Facebook pages that you can have this account under really important that you look at that and choose the right one because you don't want your ad running for horseshoes when you're in. You know, the Facebook page you have chosen is a guitar shop. And then, as you may or may not know Instagram advertising actually runs through the same portal Facebook advertising. So if you're doing Facebook advertising, everything I've just told you applies to Instagram, so you can actually choose your instagram page right here. And then it will run ads to Instagram's so you, ah, it's it's a two for one. It's pretty pretty exciting. So this next little bar here is create add use existing poster used mock up we're gonna create Add if you already have a post on your Facebook page that you want to use as an ad. Then you could just choose existing post format OK, format is a little interesting. I mean, this is one of those things you definitely need. Teoh Ah, test. So there's dynamic formats and add creative. And so if you have a catalog, you know Facebook can show people different products in your catalogue, and it can dynamically do that. That's awesome. Then you have carousel, and I'm sure you're familiar with this. That's where you have kind of to arm or images that are scrolling across. I will tell you in every carousel ad I've ever done the first to the 1st 2 images always do really, really well. And then image 345 always fades off very, very quickly, so I'm I'm totally good. If you do carousel ads, just know the 1st 2 images you put there are really important. Um, we're working on a carousel ad right now from one of my best use cases where there's a T shirt were selling. It's the exact same shirt, except one is red and one is like tan and we We have separate pages on the website for each of those shirts, so it's not just you go to one page and you choose the color. So on that carousel, those 1st 2 images one will be the red shirt. One will be the tan shirt, so you could just click on whichever one you want and you can go right there. Single image or video is the one I use most often. It is not effective. You throw scroll through Facebook. You'll also recognize this is the one that people are using most often, and this is just a single video, a single image. Ah, or you can do a slideshow of images here, but it's not like a carousel that's going across and then you have a collection which is a group of items that opens into a full screen mobile experience. Um, you know, if you are really into graphic design and really into that and have a cool your reason to do that, go for it. We're going to talk mainly in this course or pretty much exclusively in this course. We're gonna talk about the single image or video once. That really is the majority. But just know that Thies to caress own collection are there for you. You can go in here, you can build amount. Facebook will actually show you what it looks like. You can click this little button here to see a preview so you can definitely test those things out. So if we scroll down, you'll see media. Now, we're not gonna choose any media here cause we're not creating the total ad here. But you would just choose media or create the slideshow. Ah, you can create a little video out of pictures that you have, if you'd like also. Then you have primary text headline description. And here's the cool thing that Facebook has added. Also, if you have a headline Ah, primary tax. A headline and description. Well, there's this button for add another option. So if I say this is text one, I can do that, and then I can add another option. This is text to where we're getting to. Some of that testing right where people can can see Facebook will choose different primary texts to and deliver those and hopefully get you better results, right? Part of the optimization process. So that's pretty cool. So we can set up a primary tax, a second primary text, a headline, a second headline and we contest those against each other for optimization. It's awesome. One thing. We're gonna dig a lot deeper into these sections once we're creating the actual ads, so you'll see exactly what that looks like. You see what the ad looks like over here on the right hand side, and then we'll see what it looks like. I'm all of these different places right here. So Facebook gives you aton of opportunity to see what you're out is gonna look like before you actually hit that go button, which is really, really cool. Now, down here, you also have a destination to the destination who your website or a Facebook event. Remember earlier we talked about how you can advertise your Facebook event? Ah, and that you can send people that have said yes. I want to go to that event or people that haven't. So you can choose that Facebook event right here. We're gonna put the website you, Earl. If it's a website now, the link down here is build a u r l parameter. So if you're not familiar with this in Google analytics, this is normally where this is used, you can build. Ah, you are all parameter for this ad so that Google will know that the traffic coming over to your website came from this ad. So in each one of these, we can actually choose a parameter here, sir. Campaign source, Side source name, campaign I d campaign name right here. And this is just saying that, uh, the euro primers will be set to the names provided for your campaign asset or add when their first published their use Those names, the parameter values during replacement useful edit your girls and campaigns. But the parameters will always be the original names and the campaign content that's going to be the ad and same thing they're gonna put the You are up here, so www dot my science dot com There you go. And then you could see that this is what the u R L preview is. So this might be going a little further than where some of you guys are out right now, which is totally fine. I'll just say this for people that do. Ah, lot of tracking and analytics. You don't want to send to this. You're all my site dot com ford slash. And then this question mark is the U T M information that then Google analytics would be tracking. So, you know, for example, have a client right now that we're tracking traffic from Facebook on to the website. And then how many of those people made purchases and what the value of those purchases are ? So the U. T. M source allows us to know that it was from a Facebook ad which campaign it was from, which add it was from all of that stuff. So just know that that is there. You may or may not use that for a very, very long time, but just knowing it's there, and that it exists is a really helpful piece of information. Ah, and then the display links. So Facebook gives you the option to display a link? That's just your website. You just put your website in right there, and then that's gonna show up right here. So it's not this crazy long. Ah, you are l with all the U T M sourcing in it. Then you see this button here. This learn more than we can click down right there. Click all those down buttons and then you have all of these options. Learn more, apply now, contact us. So once again, we want it. We want people to click a button that's already gained them in the mindset of what they're about to do. So if it's sign up for something, we want to sign up. So if you Hey, sign up for my my email list, Okay? You want to hit? Sign up. You don't want to just her hit Learn more if it is a learn more than you want to learn Mawr . If it's hey, come by this thing, you want to do shop now or if you're a restaurant, see menu you want a prime people in people hit that button there, committing a small commitment, but they're committing to do that thing. So if you said sign up and you send to the page, there's no sign up form. It really creates distrust, like, What are we doing here? I thought I was hitting Sign up. So just make sure you choose the right call to action. There's some stories customization here for the background color. Um, there's a languages box here that you can add your own translations or Facebook can translate or add to reach more people. Um, once again, for a lot of people, you have that sound like a really, really great option. And it is. But you just have to make sure you can deliver your product and service in the language or translating to as well. And then we have tracking. So tracking we're gonna talk a little bit later about tracking and in some of the, um, in some of the results we're going to see. But you can see right here the facebook pixel, which is what I use the most cause I don't do a lot of advertising for APS. Um some, but not a ton. But the Facebook pixel wanting is a piece of software you install on your website. So Facebook contract the people coming over to see if they're converting. Um, and it's a pretty easy to set up use hit set up. It takes you through a couple of steps. Ah, and then if you run your website, you can install the code. If somebody else runs that your website, you can send it to them. Then you have APP events so you can connect Facebook to the APS that you have. And so if you are saying what I with the thing I want track is people that get my app and sign up for the app and get through level three. Then you can do that. And there's also offline events. So all those things you can do in that once you were done with all of that, you could hit, confirm and you would have an ad and you are officially through the section of knowing the parts of an ad. Congratulations. Your tool belt is getting full of great information, and from this point, we're going to jump in and actually do real life adds. You can see how we use all of these sections and empower you even Mawr to run awesome Facebook ads. We will see you in the first ad. 11. Ad 1 E-commerce Ad: All right. Well, let's actually build an ad in the first ad. We're going to build it for my friend Andrea, who has a company called Andrey Equinix. Andrew equine dot com. If you wanna go check it out. Well, she has this really cool product that's a turquoise snaffle bit. So if you don't know the snaffle bit is it is this metal ring that connects on both sides and it goes into the horse's mouth. And it's how you turn your horse left and right essentially not really ride horses, but I've seen them you. So here they are, right here, the right hand side. Just so you know what they are, the horse bites down on it, and then that's what you connect your reins to. So we want to sell a whole bunch of these snaffle bits. They're really cool her doing them in turquoise. A lot of her product is about color and customization and color. And so these turquoise snaffle bits were really the ones she's doing a really the only, uh, let's call him first to market. So we're gonna do an ad for that. So let's jump over to our Facebook ad All right, so here we are, on the objective. And now I'm gonna give you about five seconds here. And I want to say if our goal here is to sell the Snapple, that's what objective would you choose? So just think about that for a second. All right? Well, the one I'm going to choose is conversions because I want people that are going to come over to the site and converts so that that makes sense. Hopefully, you chose conversions also. And as you see, once we choose conversions, it comes down here. So campaign name. So we're going to do Turks snaffle bits here as a campaign name. We're not going to create a B test. I just have one set of ah, of pictures from her, and that will happen. You know, there's there's ideal. An ideal is that you'd have 345 different sets of pictures and a whole bunch of different stuff. But a lot of times we just have to work with what we have, and that's okay. You still get great results. That way I'm going to show you that our campaign budget she has a daily budget of $20 Now we're talking a little bit about budgets and budgets could be all over the place. I would say at this point, anything less than $10 a day is a little rough to get any kind of result. But the bigger the audience you have, obviously, the more budget you're gonna wanna have to reach more people s. So as far as these budgets are concerned, really, I would look up. You know, some things on Google about return on ad spend and understanding how much your customer your end customer is worth to know. Okay, if we spend $15 to get a client or, you know, make a sale through Facebook ads, how much money do we make on that? How much profit is there? So how much can we spend? So you have to kind of know what the end goal is. If you're doing email sign ups, you should actually a sign Don't monetary value to each email. Sign it. Maybe it's a dollar where you know each good email sign up is, you know, in your mind is worth a dollar. Because if you get 100 of those, you know, generally in your email campaigns. You can get a 5% conversion rate, and so you get 100 emails for 100 box and five of those people become customers and each give you $50 you've just made $250 off the $100 so budgets are everywhere. But as Facebook has gotten more and more popular with advertisers, what's happened is you have to spend a little bit more now than you did two or three years ago. Um, so you know, a local company used to be able to spend $5 a day and get some okay results. But really, if you're not at 10 $20 a day right now, it can be a little bit difficult. The other thing I wanted to talk about here is as it sits right now. The Facebook algorithm takes about 10 days to optimize, so you have to have a budget that can go mawr than 10 days. You have to give Facebook the 1st 10 days to kind of tweak and optimize and do those things , and then it's kind of day 10 through 20 that you can assess like, is this thing really, really working? so if you only have a $200 budgets, you know, and you can only do, then you need to do $10 a day for 20 days. Like you need to get past that 10 day mark. You can't you know, I get it. You know, you get called by somebody. Hey, we haven't event this Friday. We just need to get it out there. That stuff is gonna happen. I'm saying, in a perfect world, you are always going past the 10 day mark so that your ad can be optimized. And when you submit an ad you will see in your Facebook dashboard. It will say that the adis still in the learning phase because Facebook is learning which which people within your audience are going to convert the most. So there you go. So let's go ahead and continue. So add set. This is going to be female horse lovers. We're sending them to a website. We are optimizing for conversions. And as you can see here, Andrea is pixel is turned on once again. That's tracking what people are doing once they click on the Facebook ad and we're optimizing that for the pixel and we're tracking purchases to her website. So once your pixel is set up on your website and ready to rock and roll, then this will be happening for you also. And we're gonna go down, going to go past the dynamic, creative past, the offer going straight to audience. We're not gonna use any custom audiences or saved audiences that we have set up his I want to build this from scratch for you. And we are gonna do United States because we Onley Andrea Onley ships toe the continental U S and well, yes, domestic U. S. Um, so we're including the U. S. Generally speaking, the people that are buying her her goods are kind in the 30 to 65 range. It's that's a better range for than, like 18. Um, and once again, she knows this because she has information on her customers and on her demographics and things like that. We've seen in the past how ads have responded, and so you're going to have a There's a learning curve to all of this. You have to run ads to get data to run Maura heads, and so we just kind of know and Actually, as a matter of fact, we could bring this down to probably 60. That's probably the the real sweet spot there. Generally speaking, it's women that are buying her product also, and we're gonna put English here. Now, once again, these all of this demographic information is going to be different for your ad. But I'm just wondering, we're showing you an example here of a real life ad. So here we go. Detailed targeting. So two things I'm gonna put here when I type in the word attack horse tack comes up. This is pretty specific. One thing you know. I know. I told you previously. Toe hit the browse, and you need to do that. But the other thing you news just start typing. So, like, if you know they like horses, you could just type horse in here. Okay? Horse interest, horses, horseback riding. Well, that's also something. So if I clicked horseback riding, then what happens here is that just puts more people inside of this match. So if you keep putting people in the same box here, what's going toe happen is it's going to just increase, increase, increase, increase the pool. That's something to keep in mind. So I've seen a lot of ads when I've gone in that they have kind of just gone like this. Horse racing, of course, breeding. And what they think they're doing is they're narrowing the audience down. But in actuality, what's happening is you're expanding the audience and making it more convoluted. You're just adding a whole bunch of people in there and hoping it works. So my strategy is always create an ad set for a specific target. So if you have, ah, a target of horse tack, maybe there is some for horse racing and horse breeding. But that really could be it. That would be a different add potentially. So you want to run a different ad set for that ad? Um, so when you see this is just like a whole bunch of different people, a lot of times, that's just kind of the shotgun approach. I might try to get you away from the shotgun approach and really to be intentional about who you're targeting so you don't want just people that like horse, it's just a little too broad. So we're bringing it down to horse tack because that's very specifically the audience we want. We're also going to narrow this down. Even Mawr engaged shopper. So people have clicked that remember I talked about that shopping that engage shoppers earlier. So now we're down. So look at that. So just adding that engage shoppers, I'm gonna take that away. Where two million people of people like horse tack by doing gauge shoppers 570,000. So half a 1,000,000 people. It's about 430,000 people just by Onley choosing those engage shoppers. And I'm totally comfortable with that because I would much rather have half a 1,000,000 engage shoppers than a 1,000,000 where there's only some that are engaged in some aren't so I'm big fan of that. We're not going to any connections with the Facebook page, and we're good there were not going to save this audience. And we're going to do automatic placement for now and yet looks good on my ad continuously starting today. Ah, you know, just to show you cause I didn't show you this in the earlier when I hit set a starting in day. You can see starting end here, You know, obviously you do this because you're running an ad, you're running a special. Your shop is running a special for two weeks and you only want to run it during that time. Another great use for this is it can take, you know, sometimes Facebook. Um, when you submit an ad, Facebook has to approve. That adds. So I've seen this happen a couple different ways. One, you submit an ad. Facebook approves it. No big deal. I've seen other time brief submitted out and faced with pretty much instantly denies it. For some reason, you have to go in and fix the reason it's been denied. I've also seen where an ad has been submitted. It's been running for a day or two, and then it gets pulled down for some reason. So the nice thing about even being to set a start date, it's a you know, you have an ad that you want to start running next Friday, and you can create that ad now, have it as a start date for next Friday and submit it so you can get through any changes that Facebook would need you to make. Ah, on the ad if you know for some reason, they disapproved it now disapproving. Getting ads disapproved. Ah is a whole conversation oven in itself. But I will say, generally speaking, if you are in real estate loans, banking, fitness, wellness, anything Ah, holistic medicine, those kind of the most difficult ones to kind of tweak through because you really have to be careful that you're not excluding people from what the language you're using. I'll give you a great example of this. I was doing some ads for a homebuilder locally to try to sell some homes, and an ad kept getting declined. And what it actually ended up happening is that one of the houses they were selling and they were calling it a farm farm style house. And Facebook was picking up on that thinking we were segregating out or just or just trying to reach just farmers in that language. So we were actually, there was a segregation. They're happening because we're calling it a farm style house, So I had to take that out and just call it this beautiful house and a gun went through just fine. So with with anything athletic or supplements things like that, making guarantees, all of that, you have to be careful. I would say 18 out of 20 ads will run just fine, you know, 19 the one will be totally obvious. And the other you might have to work a little bit at it. So this isn't something I talk about a lot because ah, lot ads don't get disapproved. But by having a start date in the future, it does give you the opportunity to work out any of those kinks before the ad is set to run . So we're gonna help. Go ahead. Just hit, Run my asset continuously. Because for Andrea, you were looking at her ads and hopefully you're doing that to your looking at, um, we have kind of an ongoing budget where tweaking as we go, we don't technically have an end date for this ad. Okay, so now we're gonna hit. Continue. So add name. We're gonna say ter course one. And here we go. So her Facebook page right there. Andrea Equine, if we won this round Instagram There we go. We have Andrey Equine on Instagram. Go ahead And follower, if you are in the horse stuff, if we're gonna do a single image or video here and we're gonna add some media And here's the one we want to add right here. Perfect. And now you can see as we're creating this ad. Now we can see what it looks like down here. So that's what it's gonna look like in the mobile news feed, right? I can go to the desktop feed and see what that adds gonna look like, or I can go down to Instagram down here, see what's gonna look like in the instagram feed right there so you can preview these. So let's go back to the Facebook. And now we're going to start adding some text. So I just pasted in some text there so that you don't have to sit and watch me type a whole bunch of text. But you can see our primary text is the text that's going to show up right here. Earlier in the course, we talked about a thing called above the fold. So this is something to think about in Facebook ads. You know, there's only so much text that shown up here, and then you're gonna have a Seymour. So I want you to make sure you have some call the action or something above the fold so that underneath this, if we use this ad in a above the fold example anything you can see before you click is above the fold. So you see, have you seen this turquoise snaffle bit and are paying those awesome bit out there and that's very much in her brand. And then you see, check them out here So we actually snuck that call to action in, even though you can't see the link, we did say, Check them out here and when you hit, if you hit Seymour in the ad than it'll actually, papa, But I will say this. Check them out here and it will link here. I also want to take a note and say, You need to put your links in your actual descriptions to I see this all the time. Facebook is giving you a free opportunity to add your links. More places. You want to do that when you actually start looking at results, you can your gain a lot more results If you do this and not just having this one link down here and learn more. There's a lot of people that want to see where they're going before they click a link. And this gives them the opportunity to do that. They don't have any just right there. So that's a little tip for you, and you can see them. We could add another option here. So what if we added another option and we said the exact same thing, except we got rid of that. So now we can have a second option here. That is just Have you seen this turquoise snaffle bit? Check them out here and now we can kind of see how is that going to do? And that's going to bring that Check them out here, you know, up even higher above the fold. So we can kind of see how how that all works. So then we can go down. We have this headline here, which is optional. Okay, but the headline is what's right here. So even though it's optional, you do not want to leave it out. This is like the bold text and the thing you want to make sure you know, people are going to see that. So you want to put that there? All right, so now we're gonna talk about the description. The description lives right underneath the headline here. And so we're gonna put, you know, welcome to the best tack on Earth. Something like that. And then we're gonna put the You are also the URL is where we're going to send people to when they hit that call to action button. Okay, so we have Andrew equine dot com slash collections. All that good stuff. Awesome. Now, something else to keep in mind here is our display link, which is on the Andrew equine dot com. You see how that changed right here to this Andrew equine dot com. This has to be the same master domain. So if you have an drink wine dot com slash collection slash data the display link can't be Andrea loves horses dot com. It still has to be andrey equine dot com. Now we have the call to action. Now, once again, I told you, you want to make sure whatever this called action is we are doing that, you know? So if it's shopping, then we want to make sure we choose the one that is shop now. So if we go down here, here's the shop now in perfect love it. And there we go. And so this is what the ad is going to look like when it goes live. Going to the mobile feeds the outlooks. They're awesome. Good on instagram. Awesome. Now you do have the option and the opportunity to have different sized images for every one of these placements. So if you have the resource is and you have the ability, I would highly recommend that especially for Instagram. If you want to go on Instagram doing a square image on instagram actually give you a little more real estate, there's, you know, you can make the image very instagram feeling, Um, so you can do that. And I would I would absolutely recommend that you do that for the sake of this course. I'm just showing you kind of some ads that we've actually run. This is the image we have. And so I want to show you that you can do it with just a single image. It's not that you can't do it. We're just talking about tightening. The bolts would be okay. I need five different images. Different sizes. Um, you could use something like can voter resize images or photo shop or, um, affinity photo, whatever you use. Um, and that there is a value to doing that. So definitely keep that in mind. And here we go, and we get down to the bottom. We have all the tracking. Kind of already set up. Awesome. Facebook pixel. Fantastic. Ah, and we're ready to rock n roll. And all we're gonna do is hit. Confirm. And this ad is going to be live. So there you go. Let's go ahead and jump into another ad where we are actually going to do an ad for a buddy of mine. That's a guitar player that is doing a promotion to sign up, to win a free pedal and to get email acquisition. 12. Ad 2 Email Capture: So this is my buddy Corey Congileo. He's an amazing guitar player. Awesome guitar instructor. If you're looking for guitar lessons, I'd recommend you go check out his site. Corey congileo dot com signing for his email list. Tell him I sent you anyway. Uh, he is awesome, and we are going to build an ad for him. He's doing a giveaway to give away a free pedal guitar pedal, which is in effect for guitars. They're doing an email capture situation, and so we're going to show you one of the ads that I hope you leverage. I see very few companies leverage in it, but you can. It's awesome. It's this lead generation add. So how lead generation add works is it will show the ad on Facebook and somebody can hit Sign up right there in the pops of a little form on Facebook that's pre populated with the email address. They used a sign into Facebook, so we know it's a good email address and they could just hit submit, and we can just collect email addresses. That way. It's super awesome. If if you have an email list and you run email campaigns, this is like the most no brainer way to get emails. And I don't understand why people aren't using it more. But you know what? Now you're in the know you're becoming a Facebook ads expert. You can use it. So we're gonna hit lead generation, and we're gonna dio cc and Bonzai and you'll see why in a second, Li Jen and we're gonna continue here. Awesome. Awesome. Okay, adds set name so us. Because this is only, ah, this campaign is only good that giveaways only good for the us, And we're gonna do 18 plus and peddle lovers, and you'll see what I mean by that here in a second. So what? We're giving away the JHS bonds I guitar pedal. So that's an overdrive. For those of you that are in the guitar, you find what I'm talking about. If you're not, it's a pedal that goes on the floor. You plug your guitar into it and makes you sound like rock n roll. It's pretty awesome. So the reason that's important is because we're going to get down to the detailed targeting . I'm gonna show you a couple foot cool things there. So once again, I'm not going to use a custom audience. We're going to just build a new one. So this is for the U. S. We're gonna do 18 to 60. I'm going to English and now one of the tricks I use when I start thinking about you know what? Who should I target? What should I target? A good tip is if you are targeting, you know, if you have a certain target person in mind, think about all of the brands that they would be into that you would categorize yourself as or whatever your advertising. So for JHS, there's a whole bunch of other guitar effect brands because we're really our goal here is to get email acquisitions as inexpensively as possible. A lot of marketing people. Their goal for a good email address is about a dollar and email address. So we're trying to get significantly less than that when we're running these campaigns and I have traditionally gotten between 35 50 cents an email address. So we're doing pretty good, but I want to match people who like the other brands surrounding JHS as well as JHS, which is the company that makes this pedal so I'm just gonna start typing some of those brands in here and just right off the bat jhs pedals. So I'm gonna click that and boom, we have ah, 170,000 people in the US that, like, JHS There's a lot of other brands out there. Um, let's see have bosses on here and not everything is gonna be here. That's OK. And then how about we do try strawman? Yep. There we go. Strawman. Perfect. Now, up to 230,000 people. We could do I bananas because they do a thing called a tube screamer. Great. Awesome. I've been a tube screamer interest. Perfect will take it Now. I know. In the last section I said, You know, you can really get in trouble by adding a lot of people here. I'm comfortable with what we're doing here because it's so specific. Okay, And with the more specific your ad gets, you do need to be able to build up a potential reach audience, right? So we want to try to get as many people that would be ah, good quality candidates in our potential reach were only a 240,000 here and are actually good with that. I'm actually good with how this looks because of what we're doing. We're giving away a pedal, so we're probably going to get quite a bit of return on that. So in advertising, you can target as far as you want or not as far as you want. And there's like I said, there's never the right answer. There's the answer that's right for the ad that you are doing. And what I tell people is, if you can tell me a good reason why you're doing that thing A convicted like you have conviction about that reason that uncomfortable with you doing it like let's do it. So Facebook is saying we should get 20 to 59 leads on a budget that we have, which is $20 a day. Um, we would need to be at the top of that now, this is just an estimate. I can tell you have run campaigns just like this. That is a very low estimate for what we're doing, and this is these are all just estimates, right? So reach is about 1000 3300 day, all of that. So great. I'm actually super comfortable with this Targeting right here. The tube screamer, JHS and strive. And those guys are all kind of in a holding hands together. It's gonna be a good group of people for the budget that we have. Our budget for this campaign is $1000. So we're gonna do a daily budget and we are going to set a start in an in date. Okay, so I want to do a start date of next Friday. The 24th we wanted to end actually want to end on May 15th. And so that gives us $420. So we can actually up our daily budget because I have 1000 bucks to spend 8 40 Awesome. I could just get a calculator out and do this easier. 9 45 Great. We'll just do 50. How did we just do 50 and call it a day? Great. We'll spend a little bit more. It's OK s over 2050. So we are Ad will run for 21 days and we'll spend no more than 1000 $50. Fantastic. Are Addis set to run a couple of days from now? and we're gonna go ahead and continue. Awesome. So here we are. Now, we're gonna type in our ad name, the bonds I effect. We have our Facebook page. We're gonna choose his instagram account as well. And we're gonna do once again the single image or video, and we're going to add media. And here it is, the hip blues giveaway. So here's right here is where you can see that we can use. We can choose different images which we actually have set up here for different aspect ratios. So for the feeds, we have a square one by one. You see, over here we have that other one uploaded and we have stories. And then we have instagram articles, so we're gonna choose those different ratios. Perfect. Awesome. So we have five placements here using this image. We have two placements using this image, and then we have one image for instant articles using that one. Awesome. Fantastic. Now we can see what it looks like here. Ah, and then we can edit the ad for the Facebook news feed because what happened here? As you can see, it was getting cut. So this is not going to be fantastic. Um, I would actually say what we're gonna do is want to try to choose down, and that looks a lot better. So we're going to save that here. So that's what you can do. You can go through each of these feeds and choose. Let's edit the Facebook news feed, and this is just the last one I'll do just to kind of give you So we'll do that. See what that looks like. No one looks better, so we'll save that one. Fantastic. Okay, so you can go through. Just make sure they all look good. Everything's happy. Great, Awesome. So let's add some text to this. All right? So once again kind of copied and pasted some text here for you to see what the out looks like. And I'm gonna point something out here. So this is when a JHS bonds I overdrive pedal. I'm teaming up with true fire dot com and giving away JHS bonds. I pedal what happened here when I typed in true fire dot com and see that that text is blue . That created a link to true fire dot com. That is absolutely not what I want to Dio Because I do not want to take people and link them away from my giveaway to go look a true fire. They'll never come back. It's just the nature of people. So you want to pay attention to stuff like this If you're teaming up with another firm, If you're saying hey, we're giving away something you know from Company X y Z you want to make sure everything you're at is pointing people Teoh to commit the action that you are trying to get them to commit. So we're gonna take away the dot com here and just say true fire. Okay, so I'm teaming up with true finding giving away Awesome. Perfect. Okay, so this is down here. You'll see we have a place for a display link, but not a URL. And the reason for that is because this is a lead generation and there actually is not a You are our sending people to There's a form we're going toe. Have them submit. Okay, So are called. The action is going to be sign up. That's awesome. And now we've been given a new box here, which is instant form. So this form is the form that we're going to pop up to get people to fill out. Now we're doing this just for email collection. But you could do this form for just about anything because you can create thes forms to have as many, um, categories or answers as you want. So if we did a new form and we just titled this ah, you know, test form, so I don't get it confused. Here, you can see so form type more volume or higher intent. So more volume means really not a whole lot of questions get get through, get more volume. Higher intent is if you have a product or service where you really want to qualify people cause you're going to spend half hour to an hour with him on the phone after they fill out this form, you don't want just, you know everybody and their mom filling out forms. Then you could do a higher intent form. And so we have an intro, which is optional. So the intro would have a headline, an image, you know, some paragraph. Hey, this You know we're giving away a pedal. This is how it works. This is what we're doing, then you have the questions. So right now we have email and full name, and we don't even need the full name for this contest. We just need the email address, so I'm gonna click off of that. So now we just have one email. So any time you're doing something like this, um, the fewer questions you have, the more people you're going tohave sign up. And that's why there's more volume, you know, higher, intense, and so that's great. You can add a category for other fields if you want. So city, for example, than their city could be there. But you see, there's a bunch of different categories you can put in here so you can really get, um detailed and only have people that are really, really serious about your service. You know, have fill out a form, or you can do If we're just trying to email capture, just have an email. No problem. Now you do need to have a privacy policy. Now the privacy policy will link to your website eso. Whenever we do this, we just link to Corey's website his privacy policy on his website, and this is a required piece of it. But you do have to tell people, um, you know that you are that you're not just selling their data off to everybody and you're not gonna post it on Twitter and all of that good stuff on. And then you have a thank you screen. A couple quick tips on the thank you screen. I always do a second call to action here. So you see where says view website, you have an opportunity here to send people to go do something else. So what we've done with quarries and you'll see this in the other form is now we're taking people. This is this giveaway was in conjunction with a new course he launched. So we can put in the in the description here. Thanks. You're all set. Make sure to check out my new course, did it up. And now that button could be view instead of you website. I could take view course or view hit blues, which would actually probably a better. And then you you put in the website. And so then hopefully we'll get some people clicking over from there to the website as well . So we've already captured their email address. Now we're going to send them something somewhere else. So I want to close that. We have this form already ready and you can see contact information entered. Elena J. Just Bonds. I just enter your email address. Boom email. Next. Done. Right. Boom. So this is ready to rock and roll. So some options in different images, we have the primary text headline boom this instant form tracking All set up. Confirm Ready to rock and roll. Second ad done. 13. Ad Results Lead Gen: all right. Since you made the ads with me, I thought you'd probably like to see how these ads actually did. You wanna look at both Andrea as an Cory's? Add real quick here was gonna point out a couple things in when you're looking at the results of an ad. So we're down here in the ad when you go to ads manager and you go to your campaigns, you'll see all of your campaigns here. So you have campaigns, Add sets, adds So I have this campaign check the bonds I give away and with if I go back over to the now the ads set tab, you can see I can see the ad sets for, you know, pedal lovers right here. And you see, there's you can see the data for all of these and then I can click here and I could see the ads for that campaign. So if I had say, four ads in here, I could see the actual results on an individual add level. The ad set is going to give me the total results, right? The cumulative result of those four adds if I have them there and the campaign is going to give me the cumulative results of all the ads sets. So depending on what you're looking for, if you're looking, if you have a campaign running and you want to go Okay, how are these ads on an ad level doing which adds air doing well and which ones aren't? You're going to look at that ad level. If you have multiple ads, sets happening, then you'll be looking there. Okay, which adds that they're doing well. What do I need to tweak? How do I need to make this happen? Your multiple campaigns going, it's the same thing, right? So with Corey, we actually ended up breaking this up in practicality. The ad you saw me set up, we actually broke into two different ads. So we want to do a little test so you can see that's why the budgets a little lower here. We ran it for a little longer. We spent about $500 on that ad that we just set up. And we did that because we want to run a test of the Facebook on on Facebook Adlai Generation, as well as another one that would send people over to his website to sign up for it, so we actually have two different campaigns running for it. But since you saw me set up the lead ad campaign, I'm gonna actually show you some of the results here. So here we are. These are not active, so this ended. But you can see on a $16 a day budget, we received 2400 and nine email addresses, which gave us an average cost of 21 cents per email address. I don't care who you are. That is an amazing ah acquisition costs per email address, especially when you're acquiring them from Facebook when they're giving you an email address that you know is good. And I can tell you, as these were feeding into his hey uses active campaign. I'm a big fan of active campaign for email marketing. Very, very few bounce backs as faras non good email addresses cause that's the risk you run in. Other ways of collecting email is that people are giving. You are using typos. They have typos in their email address, but because Facebook's auto populating that they would have to go in and actually change it . So you're getting a lot of good email addresses. So you see, we got 71,504 reach ah, 162,000 impressions. So what's going to go over the difference There impressions is how many times the ad was seen Total reaches how maney unique people saw it. So we had 71,504 people actually see the ad, and the ad was shown a total of 162,956 times. So, you know, if it was apples to apples, essentially each people, each person is seeing the ad like twice something like that. So that's in between impressions and reach, and you can see the amount spent was $508. Now, when looking at, um, results, your ad is going to have you're gonna want to look at different things. So that's where I'm gonna show you this performance Drop down. Remember I told you everything that there's a drop down. You need to click that. So this is where you could use different columns, toe. Actually look at the results so we can hit customized columns and kind of pretty much show you all of the different options you have here to look at the different results. So cost per 1000 people person cost per 1000 people reach. There we go. Ah, CPM is cost per 1000 impression. CPM is a general marketing term. Newspapers use that magazines use it. TV uses it. CPM is cost per and M is the Roman numeral for 1000. So this cost per 1000 is a really important number because you can actually take that number. It's the one number that you can take And if you're doing Facebook advertising and TV advertising and radio advertising and podcast advertising and linked in advertising cost per 1000 impressions is a A metric every single one of those platforms will give you. So it is a, um it's a common ground that you can actually compare every type of advertising you do. Newspapers do this. I mean, they'll give you a cost per 1000. It's so it's something to keep in mind there. So let's do that cost per 1000 impressions now. Once getting the day between this and the cost per 1000 people reached, it's 1000 unique people vs the cost to have the ad just go out 1000 times, then you have all of these different page post engagements, likes reactions. So all of these can become metrics that you're looking at. If you're looking at media, you know, to second continuous play video video plays a 25%. If you have a video 50% 75% 100% all of that, then you have cost with media clicks outbound. I mean all sorts of stuff. So I don't need to go over all of these. I just you know, I'm telling you, you should scroll through these and look at the metrics that matter to you. If you're e commerce, there's this whole kind of standard events thing that if you're pixel is set up correctly, you can have all sorts of standard events, and we're gonna look at that. This with Andrea as ad, actually, um and then over here, you can actually get rid of some stuff. So if its bid strategy, we can just get rid of that and then apply this and then you'll see what just happened is that now we've added CPM over here, and we can see our cost per 1000 impressions was just $3.12 which is awesome. As of right now, the average, I believe, is in the $10 range. So, um, feeling pretty good about that? That means the ad performed pretty darn well. So there you go. That's how Cory's it as well as some tips on how to really look at some of this data. You can look at it from a lifetime. You can look at it today. Yesterday, last 17 days. Last 14 days. You can choose a custom timeframe, all sorts of stuff. Um, and then once again, depend on how you what information you care about, you can go ahead and hit custom here. I guess one of the thing I do want to point out here is within any of these campaign ads, sets or ads you can hover over and you can inspect, view, charts, edit or duplicate. So if you are, you know, wanting to duplicate this ad set instead of going through those, all those steps we just went through again, you could just duplicate and change the things up that you want. So if we duplicated this and changed our targeting a little bit, it would duplicate, the ad said it could do play. The ads were still underneath that same campaign. You don't have to do all the work over. You can just duplicate and go from there, so there's a hot tip for you. Let's take a look at what Andrea did on that campaign. 14. Ad Results E-commerce: and for Andrew, I'm is going to show you the last 30 days, not the total life, cause I don't wanna, uh, you know, give away too much of her information, but I can share with you the last 30 days here. So once again, our goal here is for purchases. Okay? And so with that Facebook pixel installed were able to see how many purchases have come from this ad. So this is what it's costing us per purchase on her website. So for most people are on an e commerce site. If I could tell you, I could get you a customer, a paying customer, not an email address, not something that might buy something a customer for seven bucks, most people would tell you, Can you bring me as many of those as possible? So that's what we're doing here. We want to use Facebook to bring customers because once again, once their customer you have there, you have their information. You can then email market to them. They're already clients. Easier to get them back over. We know the value per customer for Andrea, and I will tell you it's $7 were very, very happy with that, um, then we have amount spent now with. And then we have this cost per 1000 impressions at $3.31. Now, I'm gonna break this down. Remember, we did some customize columns. I'm sure a lot of you are interested in this for e commerce. So I'm gonna go down to the that section where I told you, if you have the pixel installed and actually kind of show you how this works, so we're gonna go down and go to purchases, and we have total unique value, cost and unique cost. So we're gonna do total purchases, the value of those purchases, and then we could do the cost of each purchase, which we already have on there. And then we also have the total of return on ad spend, So we're gonna apply those. All right, so now that we've applied those some more columns have come up on the right hand side here , and we can see purchase conversion value of $6800 so we're essentially 10 toe one. So for every dollar we're spending, that is actually better than 10 to 1. Um, we're getting a dollar, but it. Would that be a dollar 80 or something like that? Pretty awesome. So spent. 600 Got $6800 out of it. Not bad at all. That's the purchase conversion value website. I'm just showing this huge. So if you have a mobile app, agency can break it down between mobile app and website purchase conversion. We don't have an offline present, so that doesn't matter. But you can see cost per purchase 6 98 Our return on ad spend is 11.47 which is awesome. Ah, and so you can really break down the numbers and see what's what is happening. This is why that Facebook pixel is so important, cause without the pixel, this information doesn't exist within the Facebook ad manager. Okay, we can see we have a cost per impression of $3 if this number just to give you a little insight of what I'm looking at, if this number starts climbing actually, like I said, $789 is all with an average like, that's totally fine. If that number started climbing, even mawr $12 we would need to do something about that. If our purchases were starting to go down. Like if our purchase conversion value versus what we were spending was, You know, if this amount of this $6.98 went up to $20 or $30 we have a problem. We need to look at that. So those are the types of things I'm looking at. I'm really when I run an ad, I'm looking generally for a single result. I think if you try to measure too many things, you can really get bogged down in the data and lose the value of her add. So for Andrea is add, this single result I'm looking for is how maney purchases how many dollars in purchases are we getting from the website from these Facebook ads? Because reach impression, all that's great toe look at. But at the end of the day, what if I reach was 1000. Our impressions were 2000 but we had, you know, 300 purchases. Then who cares what they are? If the purchases air happening, that's the one thing. And then it's easy for you to communicate with other people how the ad is doing because you have a single focus with Cory on his ads. It was How much is it? Per email? We started that campaign, I told him. If the email acquisition cost gets above 50 cents for, the campaign will need to reset and really rethink about it. Well, we were significantly under 50 cents. We never had to do that. But then we don't really have to talk about anything else. We know that everybody's happy if we get the result we want. That doesn't mean I ignore these other things because they're all indicators or leading indicators or could be indicators of why something is broken. But if you're getting the result that you're happy with, then don't Don't worry too much about all the other things. Because once again, if we hit custom here, there are literally hundreds of things that you could care about. You could click every single one of these things and try to micromanage all of it. This is just my advice to you, Okay, is choose the thing you care about and focus on getting that one thing to the place you want it to be. And if it's there than the other, the other metrics they matter. But they don't matter all that much. Now if the thing isn't there, If our cost per acquisition was $30 I would need to look at reach impression I would leave . Need to look at all these other things to figure out. Why are costs so high? Maybe it's in My ad is bad. Maybe that might reach my audience isn't in the right spot, whatever it is. But if all I cared about was impressions and I'm like, Oh, my impressions are 181,000 they they need to go higher. But then I'm not paying attention to the end, which is the purchase. Then I can do myself a big disservice really in doing that. So there you go. There's building two ads looking at the data on two ads, kind of some of my thoughts on tracking data and what to look at. I hope this has been helpful so far. Super exciting. I mean, you're, like, literally a Facebook ads expert right now, and we're gonna get even Mawr expertise by looking at custom audiences, custom conversions, all sorts of good stuff. Put your seatbelt on. Here we go. 15. The Pixel and Tag Manager: So when you're running a Facebook advertising, there's a couple technical things we're gonna want to have installed on our website. The two most important is going to be Google Analytics as well as the Facebook pixel. So just for those of you that are not familiar with this, Google Analytics is a piece of software. It's totally free from Google, and it just tracks the Web traffic on your website so it tracks who is on your site or how many people are on your site. What pages they visited, how long they were there, where they came from, all that good stuff. So we want to be able to look at analytics to determine the behavior of people, especially that analytics code can get installed on our landing pages, whether that's on our website or on a dedicated landing page software. So we can really track how people are reacting to our landing page. So if we see that somebody's going on our landing page and they are leaving in two seconds , then we know that that's probably a problem, and a little tip for you here is I normally take my landing page, give it to somebody that didn't design it, because when I designed them, I I tend to read through the copy faster the text on the page faster because I know what it says. So give it to somebody in time, them see how long it takes them to read the text on your page. What that will do is when you look at the Google Analytics for that page, if you're if it took, it takes the average person say, 20 seconds to read through the bullet points you have, and you see the average person is only spending five seconds there. You know you have some work to dio, whereas if you have the average person saying there for 30 seconds, then you know you're probably doing okay with the text side of it. And if you're not getting the conversion, then we just need to figure out why that's happening. So that's Google analytics. Facebook. The Facebook pixel is a paint, a piece of code that Facebook gives us that actually will track people and, uh, allow us to re target or re market to them that have been to specific pages on our website or landing page one of the easiest examples of this is when you go to a major online retailer and year say, Look at watches, you go to Amazon or other sites and those watches air following you around, it's the same idea. It's because you're being tracked by some sort of pixel or some sort of code. Now you have the ability to do this with with the Facebook business account and a visit in an ad account, you can have a pixel that you can essentially do the same thing so you can send an ad to somebody that you know a great example of this. Actually, when I set up for a client is we set up an ad for Facebook pixel for somebody that had put an item in their shopping cart but had not checked out. And this is probably pretty common situation. So you've probably seen this occur. You goto by something and you don't buy it, and then you see an ad come across saying Hey or an email come over. Hey, you're ah, you're shopping carts. Still here? How about 10% off if you come check out now and you can do that with the Facebook pixel some other cool things about the picture. We're gonna talk with much more about the Facebook pixel coming up, but it has Ah, you can set the expiration date. Now it has a maximum expiration date. But in that scenario of the shopping cart getting checked out, you can actually tell Facebook. I only want this ad to run two people 24 hours after they've been to the page or 48 hours after they've been to the page so you can determine how long people are getting the ads. It's really, really powerful. Now, the other piece of software there. The other piece of software I have up here is Google tag manager. Now, this is not extremely common right now to be installed, But I'm a huge fan of this, and I'm gonna explain to you why each piece of code that you put in your website. So here. Here's your website, for example. Let's get this over here. Okay, So this is our website, So if you want the facebook pixel on there, you have to go in and put the facebook pixel on your website. Okay, Um, let's bring that forward. There we go. And then the Google analytics. You'd have to install that on your website also. And then let's say you also had, you know, the Google re marketing tag. So Google offers a similar. If you're doing Google AdWords, they have a similar thing as, um as the Facebook pixel. So let's call that good the Google tags. And now you have that set up. And then down the road, you decide. Oh, I really like this other software. And now I'm gonna install that on my site also. And let's say you started using Admiral, and now you have that there. And then you start using, you know, some other one. It could just get really messy. And so you have all of these codes on your website. Now there's an argument that each one of those codes does take time to load so it can actually decrease the speed of your website. For me, the bigger thing is just cleanliness in the sense of you have all of these codes installed , it can get messy, you know, in just when you have to uninstall one, it can get a little complicated. Which code is which? Where does it installed what pages. Is it installed on? And there then in walks Google tag manager. So this is what I love about Google. Tag manager Google tag manager is essentially ah cookie jar. So what's also great about Google tag manager is if you are not the one in control of your website, okay, if you are, If you had somebody else build your website now you have to pay them hourly for every change you make or if you build your website. But you're you're not super fluent and you just want to make it easy. There's a lot of reasons even if you're super fluent and you did build your website, I would highly recommend Google tag manager because once again it just makes things clean. So a Google Tack manager does is it goes in here and that's the Onley code you install on your website. And what happens is in the Google tag Manager dashboard. We're gonna jump over to my dashboard in the next class so you can see it here real quick. Actually, this is to do this. Here we go. So within the Google tag manager, cook it, which then the dashboard. I go into Google tag manager installed any code I want on my website within happens is that the Google Tag manager code references back to this and then these get put on the website. Sorry, that arrows acting a little funny there, but there we go. So what happens is Google Tag manager has these codes fire on the Web site. But I only have to have this one code installed on the website. So it's really powerful because if you don't have control of your website or you have ah, Web company that built her site for you, all you have to do is have them install this tag manager once, and then you can manage everything through the dashboard of Google Tag manager, and that is really a powerful situation. To be able, Teoh add removed tags, have tags, fire on certain pages, and I say fire. It means track more or less on certain pages. Kind of do everything you need to do within this dashboard over here, and all you have to do is install that piece of code one time, Kemp. So I am going to actually jump into a actual Google Tag Nandor account just for you to see that. That's how passionate I am about this piece of software. It's really important for those running ads and doing a lot online to have this installed because it's so easy to manage those tags. Okay, so I'll see in the next class, and I will be in Google tag manager. 16. Custom Audiences Introduction: Well, now we're about to jump in some really fun stuff with custom audiences. So if you get to your tools under assets, there's a button that says audiences. If you've never set up an audience before, you'll probably land on a page similar to this one. Where is asking you what kind of audience you'd like to set up? So I wanted to show this to you. These are really the three different types of audiences, So down on the bottom we have saved audience. We kind of already know what that is. Remember in the ad we were creating, it gave us the option to save our audience for later use. Well, that's what a saved audiences. But you can always go to your assets. Audiences tab to kind of see all of your saved audiences, so that leaves us tomb or custom and look alike. Will custom Audiences are audiences that you are going to create of people that have already shown interest or interacted with your business. This is why that pixel is so important, because when that pixel is installed on your website, it gives us the ability to track people on our website. If we contract people on our website, then we can put them into an audience. And it's really a neat thing to be able to do to have somebody that's a went to a certain page on your website. Maybe they went to the sign up form on your website but never completed the sign up form. So you want to create a custom audience of people that you know have been to your website? Have been to your sign up form but never signed up. Maybe give them an incentive to sign up. So that's a custom audience. And actually, right after this video, I'm gonna show you how to make a custom audience with ah and email list. So you can actually also take your email or contact list and upload all of those people. Facebook is going to connect that email address with the person on Facebook, and then that could become a custom audience. So that's something I'm gonna show you how to do. Now that middle one is a look alike audience and a lookalike audience harnesses the intelligence of Facebook on his Facebook knows everything about all of us. You can take a current audience maybe an audience that's already performing really well and ask Facebook to make a look alike audience of people that look like the audience you're giving them. So if you have a group of people in audience that's converting like crazy and you wanna find more of those people, you can create a look alike audience and Facebook down to a 1% difference, confined a whole nother audience of people that you should be marketing to. So it's really amazing what is available here. Those are the three different types of audiences. Custom audiences. I guess I should say so I'm gonna jump into an account here that already has some of this set up so you can see what I'm talking about. So here's an account that already has all three types of audiences already set up, so we have saved audiences. So this is where we've gone through, created an ad and during that ad, just hit Save this audience. We have a look alike audience. That lookalike audience is based on people that have been to this specific customers website, and we have another look alike audience for people who have purchased from the store so That's a really powerful lookalike audience because you can literally find people on Facebook that looked just like the people that buy from your store. So why wouldn't you want to do that? Um and then we also have a custom audience here of store purchasers. So this custom audience is people who have bought from the store. Now, once you're in here, what you're gonna do, you're gonna hit, create audience. And that's how you're going to make all of these audiences. So in the next couple videos, we're going to create an audience from an email list, and then we're gonna create an audience from website traffic, so stay tuned and looking forward to that. 17. Custom Audiences From Email Contact and Lookalike List: All right, we're gonna create an audience here with an email list. So I've already exported my email list in a C S V. File. Any email software that you're using, I prefer active campaign before using mail, chimp or constant contact. Whatever you're using, okay, allows you to export your lists into CSP. You're gonna go ahead and hit, create audience, and we're going to create a custom audience. Now, as soon as you hit that, you see this pop up window comes up and it gives us the opportunity to choose which source we want. Now, if you're unable to choose some of these sources, it could be that your pixel isn't installed correctly because once getting Facebook does have to see traffic coming over from that pixel to allow you to use website as your source . Well, we're going to use customer list. So once you hit customer list, you're taken to a page to prepare your customer list. So your customer list is a CSE or text file that contains this information. So a couple things Facebook is telling you they can actually use multiple different types of data to be a main identify or so email phone number. Mobile Advertiser I D. Facebook App User I. D. So there's a whole bunch of different ways Facebook and connect the data you have with the people on Facebook. Something else to keep in mind here is you do have the ability to download a list template and to see formatting guidelines, and you actually can connect straight to mail Chimp if you are using male chimps. So I recommend you download this list template without we'd hit next, and then you see it's on ASA's. Your list include a column for customer value. So customer value is the value of that customer, how much they spend and how much you know that the lifetime value of that customer is. So the list we have does not have that. So we're gonna hit next, and now we're gonna upload a file and hit next. So then what pops up next is this screen and you'll see that column says map column, toe identifier. And that's email. So this is email addresses that we want to try to map to people on Facebook. Now there's any heirs with your list, and this is not I didn't parse this list out because I want to make sure you can see this. If there's airs on the list, you'll get an action needed tab also. So when you click over here, you'll see columns that Facebook doesn't really know what to do with. And so this one says, First name is the column. Names are actually going to map that to first name the next one I'm gonna map to last name . So once again, if you use the Facebook template, this should all be happening for you. But because either some of these columns aren't in the Facebook template, and I just exported this list once again without parsing it. That's why this is happening now. You don't have to go through all of these. I'm going to stop right there and just upload and create. So then it takes you to the upload in progress. There you go. It only took a second to get that done and says, My audience is almost ready for my campaign. It's just gonna take a couple minutes to get that all situated. So 18,569 Rose uploaded. The thing you have to remember is that Facebook, then is going to go try to connect those email addresses with people on Facebook, so we're not gonna have an audience of 18,569. It'll be less than that because chances are not. Every email address is going to be connected with somebody on Facebook. From here, we get the opportunity to create a lookalike audience, so we're going to click that Can. I want to show you what this looks like so create a look alike audience. So we're going to create a lookalike audience from that import that we just have. So these air, this is a customer list, and you can see that after we get the source. So the source for this one is that customer list. We can select an audience location, so we're gonna do United States, because this list specifically is for a company that ships domestically. And then it's a select audience size so you can see here. Audience size ranges from 1 to 10% of the combined population of your selected locations. A 1% look like consists of the people most similar to your look alike source, so increasing the percent creates a bigger, broader audience. So at 1%. So people that look 1% similar are, I guess, 99% similar to the people that are on this list. I have 2.4 million people. That's definitely going to be enough. Many, as you can see, if I broaden this out, you know that 9% of 21.5 so it really just depends on your audience what you're trying to do. But we're going to create this look alike audience of 24 million. Just go ahead and hit, create audience and now you can see at the top here. We've created a lookalike audience now right now says below 1000 cause it's populating and this one is not available cause it's populating. Those aren't fully done yet, But that's how you would create a look like audience right from a segmented list. And that is the power of Facebook. Custom audience is 18. Custom Audience Web Traffic: So the next thing I want to do with you is do a custom audience from website traffic because I think, ah, lot of you are going toe leverage that so you're gonna go to create audience custom audience and now we're going to choose the source as the websites. Now, once we get to this custom audience for website, this is where you have to start thinking about this a little bit. So we want to include people and you can choose any or all of the criteria and any would be that they match anything in here and then all would, obviously you that they have to match all of the criteria and then you're gonna go down and you're going to choose what kind of visitor you want to be in this audience. So the first option here is all website visitors. But if you hit that down air like we've talked about before, we can talk about people who have visited specific Web pages. So once again, this would be people who have just been to your contact page or just been to a certain page , a services page or whatever that might be. There's also an option for visitors by time spent. So visitors by time spent allows you just to get in touch with the people that have spent the most amount of time on your site. So showing intent that they like what you have to offer and you want to get an ad in front of them. And you see, if I choose that I knew Top 25 top 10 or top 5% of people I can also do from my event. So when you install the Facebook pixel, it's all installed correctly and you're running. If you're running an e commerce site, you're going to have events that the pixels gonna report in. The events are page views. Add two carts view content. Initiate check out. What a great opportunity to have people that have initiated check out in the past say, one day. Get an ad they initiated. Check out, didn't finish check out and we can continue refining this to make sure that's the that. That is what happened. But then they could get an ad saying Hey, come back and save 10% off your cart and that's really, really powerful. Now we have all these other events here Completed, registration, subscribe, contact all of them. The other thing you can dio is when people who visited specific Web pages So the your l contained. So let's say contains, you know, we said gold rings before, so I have a page on my site That's, you know, steve dot com ford slash gold rings slash size 10. Well, any page you are all that contains gold rings. People will qualify for this. You see, As soon as I clicked over here, it gave me this or so I could do gold rings or slash silver rings. And also Okay, So now I can add another parameter here. So the u r l contains, you know, they've been to silver rings and they've been to ford Slash Check out because maybe they, you know, went to go check out and also doesn't contain. Let's say thank you. So what I would do here is essentially say, if somebody's been to gold or silver rings, they've been to the check out. So they put a ring in their cart. They went to check out, but they never got to our thank you paid saying thank you for checking out, indicating that they never actually made the purchase. Then that's who I want this audience to be. So as you think about this, this could be for so many different things. Maybe somebody went to a certain blawg post. You did OK, what if we got rid of all this stuff here and you have You May be you do a course on Ah, hey, maybe you do, of course, on Facebook marketing and I have a blawg called How to get the most out of your Facebook marketing. And so I have a page slash Facebook marketing, and so I just want to a track. I just want to get an audience that is just people who have been to my blawg post about Facebook marketing and send them an ad about this course right that this one custom audiences, opens up the door for you to create an audience for almost anybody. Any page on your site becomes available for a custom audience. This is really, really, really powerful, I would definitely say, taking some time and here thinking through what types of actions people take on your website and what kind of ad you would want to send them. It will be very, very beneficial for your ad future. That is how you create a custom website audience. I hope you're feeling empowered and feeling good. We'll see it in the next lesson. 19. Custom Conversions: So let's take a little bit of time now and talk about custom conversions. So you've seen in our previous videos how the Facebook pixel contract people have checked out on your website and they can show you those e commerce conversions. But what if you're doing an ad to send somebody toe a form to sign up for your email list or sign up for a free many course, the Facebook pixel contract that website traffic and we can turn that into a custom conversion, complete with some sort of monetary value that we set? That's the power of the custom conversion. Because every ad were running. We want to know. Is it working? Is it worth the money? Were spending so under events manager, we're gonna hit custom conversions, and when you get to custom conversions, you're going to see three tabs over in the left. First, if you don't have any custom conversion set up, you'll see this page, which will say, get started with custom conversions. But let's go to the left here real quick. On the top, we have data sources, so this is where you can view if you have a data source that is bringing in information, so you can see we have a pixel set up here that is bringing in event information. Now, this is over the last seven days, so you can hit this drop down and change. The the time frame is if we did the last 30 days, you can see we have 60 1004 100 total events that have been tracked by this pixel. So we know that there's data coming in now. This is data sources, not just the Facebook pixel, because you can connect other data sources other than the Facebook pixel. And that's where you would actually go to partner integrations here on the left, click that and you can see Facebook has a good number of different partner integration. So everything from big commerce magenta Shopify, woo, commerce, wordpress, all sorts is different things. And there is a zap your integration. So the kind of opens up the funnel quite a bit there. But you can connect any of these platforms and bring in data from those platforms as well to use as a data source for these custom conversions. So take sometimes, see if anything you're using is in these partner integrations and get that connected. And from this point, let's just go to custom conversions. So we're gonna easily just create a custom conversion, and you can see when we hit that create a custom conversion button. We are given this created custom conversion pop up, and it's really easy to create a custom conversion, and it's gonna be very similar workflow as creating a custom audience as well. You can see that the website event we're going to focus on a traffic event in this case, but you can also use those standard events that the pain that the pixel is bringing in. Let's go ahead and choose all your L traffic. And let's say, for example, we had a form that people were filling out and it was for a Facebook ads. Many course. So rule number one was the U. R L. We can also have referring domain here, but we'll just stick with the euro. Contains doesn't contain or equals. So equals would be if your copy in the URL verbatim so https, you know, slash slash whatever. But let's just say it said contains. And I would just say f b many course and say on that FB many course page I had a, um a form in that form after somebody filled it out. Went to a thank you page. So I'm gonna add another rule that says and must also match Your l contains ford slash. Thank you. So what this is saying is that somebody has to go to the website a page that has in the euro fate FB dash many dash course. And they must also go to a girl that contains thank Dash you. So that is the workflow that I'm using. If somebody goes to that to the Facebook many course page and finds their way to the thank you page that I'm calling that a conversion now for you, it doesn't have to be a form. Maybe they went to five different pages on the Web site. Or maybe there's a certain page on your website that you're really trying to get traffic to , and you really find a lot of value there. You just want to track that you can do that also. So we're gonna name this conversion down here. Facebook. Many course. Sign up. We're going to select a category and you can see under the categories. Add payment info. Add to cart. Add to wish list, complete registration. That's what I'm that's the category on shoes for this one, and then we can enter in a value. So this is why it's important for you to know for every 100 sign ups or 10 sign ups you get how many those people turn into paying customers. What is the value of somebody signing up for your many course? Right. So if I had a mini course that maybe somebody could take and then they at the end of it, they were pitched a full course for $100. And, you know, I know out of every 20 people that take the mini course, one person takes the full Facebook course. Well, then I would know that the value of a sign up is $5 right, cause 20 people took it at $5.20 times 500. Okay, get $100 for everybody that signs up. Perfect. Okay, so I got $5 as my value here because the value of a registration is $5. Now I want to put that there because if I'm tracking this in my analytics how they're going to know if the ad is successful or not. If I don't apply some sort of monetary value there, so that's it. You apply the monetary value you hit, create, and now it will tell you your custom conversion will now start recording actions. And then immediately they give you the opportunity to create a conversion at if you wanted to. But you'll see here, but now we have the custom conversion set up here. There isn't going to be any activity on this one because the pixel were connected to Does not Have Those. You are hells on the website. Those were made up you RL's. But you'll see you'll have the conversions received in the last seven days where the sources and with it if we had other data sources connected when we hit create a custom conversion would be offered those as data sources. It'll show us our activity and our status, and that's how you create custom conversions. I hope you're feeling super good about Facebook ads. At this point, you are crushing it 20. Congrats: Well, let me say congratulations for making it through the core Facebook ads course. At this point, you should feel super comfortable running ads and hopefully, throughout this course, you've had the opportunity to jump into your own at account and maybe spend a little money starting to create ads. That is awesome. I can't wait to hear some of the great success stories, but the big question at this point is, What do you do next? Well, a couple things. One. Make sure you check back with this course. There's a continued education section in this course. We'll be posting updates when Facebook puts out updates to the ad platform. Maybe new types of ads come out. I will be posting videos on those updates, so you'll want to check back number two. Ask a question. If you have a question about Facebook advertising that didn't get answered in this course, please feel free to ask me. I use those questions in the additional learning section of the course, so those air very useful. And don't be afraid to ask a question and number three Keep an eye on your email. Keep it on your email for course. Announcements That's where I have the ability to let you know, new videos that have come out, new content that's come out and even specials on other courses that I'm releasing. So make sure you keep an eye on your email, and with that, we'll see you in the continued education section of this course.