Facebook Advertising Explained: A Beginners Guide to Facebook Ads | Tom Wiztek | Skillshare

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Facebook Advertising Explained: A Beginners Guide to Facebook Ads

teacher avatar Tom Wiztek, Marketing and Recruitment Specialist

Watch this class and thousands more

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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 (1h 33m)
    • 1. Facebook Advertising Outline

      4:13
    • 2. 02 Facebook Essentials

      3:30
    • 3. 03 Account Setup

      4:26
    • 4. 04 The Structure of an Online Advertising Campaign

      1:17
    • 5. 05 How to Navigate through the Advertising Panel

      4:44
    • 6. 06 Campaign Level ONE

      5:18
    • 7. 07 Campaign Level TWO - Part 1

      2:02
    • 8. 07 Campaign Level TWO - Part 2

      5:10
    • 9. 07 Campaign Level TWO - Part 3

      6:42
    • 10. 07 Campaign Level TWO - Part 4

      4:02
    • 11. 08 Campaign Level THREE

      7:36
    • 12. 09 The Most Important Tool for Conversions

      5:40
    • 13. 09 How to Setup Your Conversion Tracking

      6:48
    • 14. 10 How to Get Better Traffic with Custom Audiences

      4:05
    • 15. 11 The Campaign Setup Process

      11:22
    • 16. 12 Insider Secrets Part 1

      2:30
    • 17. 13 Insider Secrets Part 2

      3:46
    • 18. 14 Insider Secrets Part 3

      6:09
    • 19. How to Research your Competitor Ads

      2:37
    • 20. 15 Final Remarks

      0:43
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About This Class

Are you interested in starting advertising on Facebook?

Do you currently have a Facebook page but would like to boost your traffic with Facebook Ads?

Would you like a do-it-yourself tutorial to running your Facebook Advertising campaigns?

You've come to the right place and at the right time!

Did you know that Facebook now has over 1.5 billion daily active users?

And this number is still growing!

And on average a person spends 50 minutes per day on their Facebook account! That's more then enough time to capture your prospect and convert them into your paying customer. Now is the best time to build your Facebook web presence and capture more customers. And Facebook advertising is a fast way to start getting traffic.

If you are new to online advertising and would like to start then this course can help you.

Here's what you'll learn:

     # Discover the basics of Facebook Advertising with a full walk-through tutorial

     # How to setup your ad campaign so that you get clicks from your ideal customers

     # How to create your Facebook page

     # How to keep track of your campaigns so that you know what is working in your advertising

     # Introduction to conversion tracking so that all your results are visible in the Facebook ads panel

     # And more...

Start watching the course today and learn how to get more traffic using the largest social platform in the world.

_________________________________

Looking for more? Learn Affiliate Marketing with Clickbank

Meet Your Teacher

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Tom Wiztek

Marketing and Recruitment Specialist

Teacher

Hi I'm Tom. 

I have a keen interest in marketing and recruitment.

I have worked for over 2 years in the recruitment industry. I learned the ins and outs of hiring people. I decided to publish courses related to finding a job because I realized that a lot of candidates are professionals (in their field). But don't know how to present themselves.

Furthermore, I have always been fascinated with online marketing.

Over the past couple of years I have been involved in numerous projects related to traffic generation, online marketing, blogs, app creation and web design.

Hope you enjoy my classes!

Enjoy my courses!

See full profile

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Transcripts

1. Facebook Advertising Outline: Did you know that Facebook now has over 1.5 billion daily active users, and this number is still growing. And on average, a person spends 15 minutes per day on their Facebook account. If you can launch, adds to the right target audience, then this is enough time for you to convert your traffic into paying customers for your business. This is the trend for online advertising right now. If you are not using Facebook to get traffic, you are missing out on a great traffic source. Now if you want to use Facebook ads, but our little worried that it might be difficult. Perhaps you are unfamiliar with online advertising or worried about blown your money without seeing any results, then you have come to the right place. In this course, you will learn how to set up your Facebook ad campaigns properly. And as a beginner, I will show you all the mistakes people make on Facebook ads so that you don't blow your budget unnecessarily. The way I see it is you can learn by mistakes. But if other people have already made those mistakes, then it's better to find out what these were and skip through them. You will also discover certain counter-intuitive principles that make the difference between wasting your money and running a profitable campaign. But before you joined, I want to make it clear. This course is not about building a fanpage and getting free traffic. Although your friend page will get more popular, this course is not about getting more Facebook likes, shares, or comments. Although when you apply the techniques I showed you, you're highly likely to get more likes, shares, and comments. This course is about Facebook ads. It's all about paid traffic. Once you get started with these methods, you will be able to get tons of quality visitors to your website and sell more products. For business owners, Facebook can be a truly valuable marketing tool. The real advantage of Facebook is the sheer amount of demographics you can target in your advertising campaigns. This includes various use of demographics, behaviors, interests, education, work status, relationships, entertainment interests, sporting interests, going to events. And there's much, much more to choose from. You can be very specific as to who sees your ad. The more specific you are, the better quality of clicks you get. Google ads and Microsoft advertising offer top quality traffic, but you can only limit searches by gender, age groups, and device types. Facebook offers so much more targeting that you can really find and target your ideal customers. The goal of this course is to teach you how to run Facebook ads, even if you don't have a huge budget. I have structured the material in a way that in the next hour you will be ready to set up your Facebook ad campaign. But before we start here as a general overview of what will be covered in this training. I will walk you through the entire Facebook ad creation process. I'm going to share with you the biggest mistakes that everyone makes. One starting with Facebook ads and what to do instead, you'll learn how to use the Facebook ads manager so you can easily and quickly navigate through your ads. I'll show you how to attract quality people to your Facebook ads rather than a ton of people that will drive up your budget and never buy anything that you offer. Will also be discussing the importance of pre framing your clicks as not every click is equal. So you want to make sure that you pay for valuable visitors and valuable clicks, because there is a lot of traffic on Facebook and it's easy to spend a lot without getting any results. We'll also talk about conversions. Knowing your conversions is really important because you know what works. So I will show you how to create and setup the Facebook pixel, which is every marketers most important tool for tracking your results. And when you're using this, then you'll be able to measure opt-in rates and measure sales and optimize your campaigns for the best quality traffic. So let's begin and we can start in the next lesson by covering the basics of Facebook advertising. 2. 02 Facebook Essentials: in this lesson, you will learn to Facebook advertising essentials. So to start, how does Facebook advertising work now? Facebook ads are growing massively. There are many new at four months and targeting options, and this just keeps on getting bigger. But in general, to get started, you need to be aware off two main methods for your advertising. Firstly, you have pay per click campaigns. This means that you only pay when someone clicks on your art. So this is similar to Google Outs or Microsoft Advertising, and secondly, you have CPM advertising. CPM stands for cost per mile, which is also known as the cost per 1000 impressions off your at. So every time your art is displayed 1000 times. That's when you get charged. When you create your ads, you will have a choice as to which model you won't use. Both methods work well under certain conditions, but to start, I recommend choosing their pay per click model. Now where do your Facebook ads appear? Let me run you through the placements for Facebook outs. This is the campaign set up screen, and I am in the section called Placements, so here you will see all of the available options for Facebook advertising. I will click on edit placements, and here's a lift off all of the placements. So you have the Facebook newsfeed. You have an instagram feed to Facebook Marketplace Video feeds the right column on Instagram Explore section. You can display ads in the messenger up. You have Facebook stores, instant gram stories, messenger stories. You can display ads in videos in messengers I've covered in Facebook instant articles and in ups and sites. So there truly is a large selection of placements for your advertising on Facebook. Although I would say that the most popular are the newsfeed. I will walk you through the process of setting up your campaign in this training. Once you have the skill set to set up your own campaigns, then you can try and test as many of these four months as you like and see what works best for your industry and for your business. Now let's cover what you need to run Facebook outs. There are just three things you need to run Facebook outs. The first is obvious. I Facebook account. The second is also pretty obvious. Our Facebook at account and lastly, you will need to have your own Facebook page. This is a separate page from your Facebook account page, and it looks like this. This is a fully functioning Facebook page on which you can share posts, get likes shares and comments. The purpose of this page is to use it for your ads. If someone sees your ad on Facebook, they can either click on it and go to your offer or they can click your name and then they will visit your Facebook page. For this reason, it is valuable to invest your time and set up this page also for conversion so you can update the main icon at a cover screen and then have a call to action button that leads to your offer as well. I will go through the steps of creating this Facebook page in the upcoming lessons. So now you know everything you need to know to open your Facebook advertising account. 3. 03 Account Setup: in this lesson. I want to show you how to open your Facebook advertising account. There are two requirements to complete your ad accounts set up. First you need to create a Facebook page, and second, you need to create your art. You need the Facebook page for your advertising campaigns. I'll show you how this applies in an actual ad. Here I am in Facebook and this over here is sponsored content. So this is an advertisement which is appearing in the Facebook newsfeed area. This top section right here, this is linked to their Facebook page. So if we click on it, we get redirected to the elemental Facebook page and we have to set this up to be able to create ATS. So I will go to another account and I will set this up right now. Here I am, in my Facebook account. To start, I go to the top right hand corner and click on advertising own Facebook. No, for click this arrow here that I have the two setting. So create a nod and create a page. First, I have to create a page for my page. I will select business or brand Quicken get started. I'll give my page a name. In my training, I will set up a campaign in an upcoming listen in which I advertise a course about how to create a professional CV. So I will make my page related to that topic. So the page name that I will assign will be job seekers CV the category I will select. Recruiter, I will give this page address and then I'll click here not to show this address anywhere. Now click on. Continue. Now, I have the option to add a profile picture. I will skip this for now and then I have an option to add my cover photo for my Facebook page. Also, skip this for now. Okay, I will close this. And now my page has been set up Job seeker CV. And what I'll do is I'll update this image over here, so I will upload a photo save, and I will add a cover and I will upload it and click on Save Another option, which I will not sit up at this moment is I can add I button over here and this button can be linked to my website to my offer page like a course sales page, but at this moment, I'm not setting this up. So now my page has been set up. So if I click on my main Facebook profile, I will go to home. Now when I click over here, your pages job seekers CV, it is designed and it's ready for advertising. Now I will click on advertising on Facebook. I hope her over here and I will click on Create an ad. I have already set up on that account for this particular Facebook account, so your screen will look a little bit different. Here's what you will see when you are sitting up your ad for the first time. As you can see in the left hand column, you will have an additional section called ad Account, and this is for the purpose of creating a new ad account and all you have to do to create your country. Specify your account country, the currency that you want to use in your Facebook advertising and your time zone, and that's it. So this concludes this lesson. We have just learned how to create a Facebook page, and then, once you have the page created how to create your Facebook ad account. In the next lessons, we will go through the entire account set up process. And I will also introduce you to the ad manager so that you know exactly how to navigate your way to set up anything that you want. Thank you for watching this lesson. I hope you find it valuable. 4. 04 The Structure of an Online Advertising Campaign: in this lesson, you learn about the structure off on online advertising campaign that three levels to every campaign. Each level offers different targeting options that you can test out in your advertising. We will go into the details off each section shortly. But for now, it is valuable for you to be aware off the advertising structure at the top here, the campaign level. Here you choose your main objectives off your campaign. Next you have outset. At this level, you will be testing different targeting options such as different demographics or regions. Each campaign will have multiple assets. As you need to test your targeting. Each asset will be focused on different targeting options. On the third level, you have ads. At this level, you will create multiple ads with slight variations. You will be using the same odds for each asset. You will do this so that you can figure out exactly which add is the best and which outset has the best conversions. This is the theoretical part of the camping structure. In the next lesson, you will learn how to access these different campaign levels. Using the Facebook Ad Messenger 5. 05 How to Navigate through the Advertising Panel: Hello, Tom. Here. In the previous lesson, you learned about the structure off a Facebook campaign. In this lesson, I want to walk you through the Facebook at structure in the Facebook ads manager. Once you get familiar with this panel, then weaken dive deeper into the process off creating facebook outs. I have looked into my account. This is the main screen. And if you move your mouse to the left inside, then you see the three levels, campaigns, upsets and nuts. Currently, we are on the account overview tab. And here you was basically see a snapshot off all your results off all the active campaigns and all the results that you are getting, how much you're spending, the impressions you're getting into clicks that you are getting. If we move over to the campaigns page here, you will see all the campaigns that you are running on the left. Inside. You will see the campaigns as well as the statistics. So these are overview statistics how your campaign is performing. Like I said, this is a general overview. To get more details, you can edit the campaign and then you will go into the assets level. So let's click on outfits, and currently I only have one outset, which is still in draft mold in this account. When you set up your campaign, you'll see more assets here, along with results for each individual asset. And the third page that we have here is odds, and I haven't added any ads at this moment. But you will see all off the ads here now if you go back to campaigns and let's that you had more campaigns here and you clicked on one. This would immediately highlight the campaign, and then you will only see assets for that particular campaign. So let's just run selective and on select this. Now let's go a little bit deeper. So let's go back to the campaigns level now. If you ho over your mouths over the campaign, you have three additional options. Visible view charts edit and duplicate. If you click on view charts, then you can see statistics for this particular campaign. If you click on edit, then you can edit the settings of the campaign and duplicate lets you make a copy off your campaign. So let's click on view charts At this moment. Insights are not available because this campaign has not been set up, but you can edit it as well. So you click on view charts. You will have statistics, but as well. Here you click on edit. You go to this tub and then you can edit your campaign. So let's close this and I will insulate this campaign and this that's it. Now let's have a look at the menu and we can click here Business Tools Menu and I want to just introduce you to some of the other, more important elements that I will cover in this training. So here we are in ads Manager section. We've just done an overview of this. Also, what I will cover is the events manager. This is very important for conversion. Trucking, conversion Tracking is basically like feed buck for your campaigns. You will know what works. What doesn't work when you measure your conversions and a conversion can be a lead or a sale, or it could be an action taken on the owner website. I will get into more details about this later. Next we have audiences. This is also very important when you set up audiences, then you can start using re marketing lists, and you can start creating custom audiences look at like audiences, and this will really boost your conversions in your campaigns. But I will cover this in a separate lesson. You should see the same shortcut that I see here, but all of these shortcuts there are also available here. Here's the odds Manager. Here's the events manager and here are audiences, so these are the most important sections in your spare time. You can have a look at the other tabs and pages that are available here, but these are the most important that you need to get started with Facebook advertising. Let's close this. And with that, I want to finish this lesson. Now you know how to navigate through your ads manager and how you can access all of the three levels. This will set a basis for us to continue so that you know exactly how you can set up your campaign, how you can edit each level of your campaign. But that is a lot of information to take in. So I have divided it so that I will cover each step each section in its own lesson 6. 06 Campaign Level ONE: Hello. In the section of the training, you learn all the settings available for your Facebook advertising campaign. We will go through the entire process, however, to make it easier. I have broken it down into smaller lessons, and you will see how each level of your campaign is configured. So we will start with the campaign level. Let's go to their Facebook at manager Now. Here we are in the ads manager. We are in the campaign stop now Let's click on Create. As you can see, this is a campaign set up screen and on the left. Inside, we have the three levels campaign outset and odd because this is a new account and your account will be new as well. You will have this additional step to create your art account. So at this moment we are on the campaign level and we have to choose our marketing objective. This is divided into three groups awareness, consideration and conversions, so let's briefly talk about this in more detail. The first category is awareness. These two objectives have a purpose off promoting your branding brand awareness is for reaching people that may be interested in your offer while our reach campaign has a purpose off displaying your ads to as many people as possible. The second category is consideration. Here you're targeting people who might be considering your offer. The first main objective is traffic and traffic. Campaign is a really good option. You will select this if you want to send people to a destination, which is either a Facebook page or your offer page. Next, we have an engagement campaign, and this is for generating likes, comments and shares. It's also a good quality campaign. If you have ups, then you can try a up install campaign. If you have created video ads, then you will choose the video Views campaign. We also have a lead generation campaign. This campaign is very does who want to build their email list. You can directly send people to a landing page and get them to sign up and become elite. So for this photo work, you need to have conversion tracking set up using the Facebook pixel, which we will cover later on, and then we have a message. Is marketing objective This is suitable for you? If you want to get people to have conversations about your brand in the messenger up, and the third category is conversion. This is focused on people taking the final action. This can be purchasing your offer or getting started with using your offer. So if you would like to get people to take action on your offer and for example, purchase your offer, then you will use the conversions objective. If you have an e commerce store and would like to promote your products on Facebook, then you would select the catalog sales objective. If you have ah, location and you would like to promote it so that people actually go out and visit your store, then you will sell like this one store traffic in this Facebook advertising training, I will focus on creating a lead generation campaign, and I will send traffic toe a landing page on which I want people to sign up and be added to my email list. For this, I will be using the traffic objective or the lead generation objective. So for the purpose of this lesson, let's click on traffic and now scroll a little bit down. So here you can give your campaign a name and then we have to additional options here, which I will leave off, especially when you're starting out with Facebook at you can create a splittist by turning this on in the campaign that we set up in this training, I will show you how to split, test, add groups and split test ads. But I will show you how to do this manually. Once you understand the principles of it and how to do this manually, then you can go out and test on yourself using this tool that split testing tool. Because this is valuable because it lets Facebook to the split testing for you. But I want to show you the actual process for Split de thinking properly. Then another option here is campaign budget optimization, and this is pretty much letting Facebook optimize your campaign for results. So let's switch you known to see an example so you can set up the campaign budget for your entire campaign as opposed to go into the asset level and setting the budget individually here. So if we click here, show more options, then you can select your campaign bit strategy. What do you want to spend the lowest amount for your results? What do you want to apply a coast cup or a bit cup, you can also set up when you're as will appear as well as the delivery type. So delivery type is usually just standard or accelerated. Standard is a good option, and it's pretty much what I'd use for everything. Now, having said that, I will still prefer to switch this off and I will show you how to set up your budget and your bidding strategy at the outset level. I think this is better and there's more value in this, and the results will be easier to optimize if you do this. Okay, so now what you do is you click on set up ad account or if your account is already set up, then you will just quickened, continue and move over to assets. 7. 07 Campaign Level TWO - Part 1: Now let's do an overview off the asset level for creating your Facebook at. You can start by giving your heart set on name. Be sure to make this name something specific so that you know exactly what you're targeting in this particular upset. Then we can move on to traffic in the traffic setting. You can choose where you want to advertise your offer. I will be using the website option, which is the standard option for sending traffic to your website or a Facebook page. If you are advertising ups, then you can select ups here, but you will have to register your up on Facebook's developer settings. If you plan to drive traffic to a messenger conversation, then you will select messenger here. In my training, I am focused on website traffic as well as mobile traffic, which is basically the first option website because this is just traffic. This is nothing to do with an up or a messenger service. Then we have here dynamic, creative dynamic. Creative is an option that lets Facebook create your arts for you. All you have to do is provide images, headlines and ad copy, and the rest is automatically generated for you and untested for you. I'm keeping this off. At first. You want to test everything on your own. You need to have a feel for what is working and what is not working. This is an option that you can create a separate outset and try it out later. Then we have the offer section and on offer at is used when you have discounts that you can offer on your page or at your physical store. When a person sees an offer on Facebook, they can take action there and then or they can save the offer. If they save it, they will be reminded by Facebook about the offer up to three times. So this option, if useful if you have products and you're offering discounts on products was valuable is the service that automatically reminds your potential customers about your offer. Next, we have audience and this section is very important, so I'll cover it. In a separate lesson, 8. 07 Campaign Level TWO - Part 2: Welcome back. Now let's talk about the audience section. This is one of the most important sections that you need to set up. You'll select your audience for your art. So this is all about targeting. In my campaign, I will create a new audience because I'm setting up this campaign as a first time. If you have already run a couple of campaigns, then you will be able to use an existing audience and you can click on used saved audience so you can use, for instance, a custom Odin's. But for this to work, you will need to set up the Facebook pixel so that you can build up your custom audience. And in an upcoming lesson, I will show you a very simple process for installing the Facebook pixel on your website. So in summary, you can target a new audience that we will create right now, or you can target on existing audience. So let's move on four locations. Let's click on edit and here locations everyone in this location. You have to remember to change this setting first. A common beginner mistake is to select everyone in this location, which is the default in Facebook this will get you the most amount of clicks. But it won't be good clicks. It will be clicks from everywhere. I'll show you the other options. People who live in this location people who recently lived or were or visited the location or people traveling to the location. If you select everyone in this location, you will be targeting tourists, business travellers, people from all over the world. So what you want to do to get the best clicks ends to be able to optimize your campaigns. And two, if statistics that are actually valid is select people who live in this location, you will get less clicks. But these cliques will be more targeted. Now you can select your location. When you select your location, you can select either a country, a city or even a suburb. However, what I recommend is that you limit your outset to one location Onley. In fact, what I would do is I would set up by separate campaign for different locations. So if you're targeting two countries, three countries then set up two or three campaigns, there is no value for you to put all of the data into one companion will just be too difficult to to read the statistics and optimize the campaign for best results. So I would say if I was targeting the United Kingdom than this campaign will be set for the United Kingdom and every asset would be configured for the United Kingdom. If I wanted to target Poland or Australia, the now it's set up separate campaigns for these. Next, you can specify the age over your target audience. Then you can select which gender you would like to target, and then you have here many more options. So let's click on edit and now let's click on Browse and you have demographics, interests and behaviours. And each one of these categories has many sub categories, and the sub categories have a couple of levels, so there's really a lot of different targeting options for you to choose from. What I recommend that you do is create another spreadsheet. Browse through all of these categories and right on the categories that you think are the best for your offer, because in each at said that, use it up, you will only want to target a maximum off two of these categories. You don't want to target all of the categories in one asset. Because the asset the data will not be reliable and you will not be able to optimize your campaign. And when you select a category, I recommend you don't never select the top category. Always go as far down as possible. Then you will find sub categories, and you will find a more niche type of audience. You don't want to create a marketing campaign, which is just too broad and targets everyone because their results, the clicks there will be much, much worse. Okay, now let's click on Show More Options. Here. You can select the language for your offer. So if you're targeting people who speak English, then you can just select it. If you're targeting a different language, then just make sure to select it. And then we have connections. And here they are a couple of options, so you can limit your audience to people who like your page are friends of people who like your page. Next year, you can exclude people who like your page, and if using ups, you can select some options here as well. A certain events. If you've created any Facebook events. You can target people who have responded to those events or exclude people who have already responded to those events. As my campaign is targeting a new fan page with no users and no people have heard of me, I'll skip this and then you want to save your audience and this is a lot of content, so I will pose the listen now, and we will continue talking about placements in the next listen. 9. 07 Campaign Level TWO - Part 3: Welcome back. Now I'll introduce you to placements. So this is to do with where your ads will appear on Facebook. This section is very important for your advertising, so the first option here is automatic placements, and it's recommended by Facebook. However, it is the biggest mistake that beginners make by selecting automatic placements. This means that your ads will appear everywhere. You will get the most amount of clicks in the quickest time, and you will blow your budget really fast. But these will be worthless clicks, and as you will be targeting every single at former possible, you will not be able to track any performance properly. So here always make sure to select edit placements and manually choose where you want your ads to appear. So when I click it, then you'll see a lot of different options. Open up, let's scroll down. And the first setting is devices, so you always want to edit it because you don't want to target all devices. Let's click on edit, and once again it's recommended because it will give you the most amount of clicks. But the clicks will be intractable, so you always want to target either mobile device or a desktop device. If you want to target both than create two upsets, one for mobile traffic and one for desktop traffic. In this lesson, I'm just leaving it as it is. Then we have platforms depending on what do you select mobile or desktop. You will have different platforms available for your advertisements. I was always select just Facebook for my ads. If you want to select in different platform, then create a different asset for the platform. But you don't want to mix traffic, so each asset is pretty much focused on one thing. If you want to test a different element, create a different outfit, then we have here placements. Placements are where your ads will appear. Over the years, this area has grown and it's likely to keep growing. Us. Facebook Introduces New Out for Months At this moment, you have six categories for placements, so we have the feeds, and these are ads that appear in the main newsfeed's over Facebook instagram. The Facebook Marketplace video feeds the right column area, an Instagram explore section and messenger in books section, so these feeds are like native content. They appear together with your actual Facebook posts or instagram post. Then you have stories. Stories are like feed at, but they have a different format, their full screen vertical arts, and you can use this for month in the Facebook instagram or messenger. Then you have in stream ads, and currently you only have Facebook in stream videos. So these are arts that appear while a person is watching a video. So this is quite similar to YouTube, which is the same that the person is watching the video and then suddenly an odd will appear. Then you have messages so you can create sponsored messages and target people who are using the messenger up. Then we have in article. This is a relatively new format. Publishers can provide articles to Facebook and in the Facebook mobile up users have access to these articles. So what you can do is you can run at the display in these articles. But this is just for mobile traffic, and finally, you have ups and sites. In absence sites, you can display your odds in external ups and sites like the Facebook Partner Network on applications and websites that have integrated with Facebook. As you can see, there are many different placements that you can have. My key rule is in any campaign to keep it simple, so I will limit my campaign to one placement per outset. I will then run a campaign, see which assets, or rather, which placement performs the best. And then I will target that's placement and test new variables to see how I can get the best conversions in the campaign that I will set up. I will be using feeds odds on Lee and I will actually be targeting the Facebook newsfeed as well as the Facebook right comb area. And mostly I will be targeting mobile devices as well as desktop traffic. But I will create two outfits for this. But for now, I just want you to be aware of the different out placements and make sure that in your campaigns you only use one placement pair. That's it. Let's scroll down and below these placements you have here show more options here. If you want, you can edit it and you can select specific mobile devices you can select. What are these mobile devices? Get your ads if they are only connected to a WiFi. Also, you can exclude content and publishers. So we'll click this and you can view something known as an inventory filter. But this is only applicable to in stream videos and instant articles on Facebook, and basically what this is is you have three different traffic quality options. Full inventory means you get as much traffic as possible. It's sort of unfiltered. It's any traffic ghost standard inventory. It's a little bit higher quality and limited inventory. You will get less traffic, but it will be like better quality. So basically, Facebook filter through the traffic and then gives it a rating. The most expensive is limited inventory, but I have found that standard inventory is pretty good if you have your tracking set up properly. So if you have your audience defined correctly than standard inventory will give you really good results. Okay, let's close this. And the last thing that I want to cover in this lesson is the audience network, and this is only suitable if you're using the audience network placement. So if you're targeting this section here so it's selected, then once again, you can specify what type of inventory you would like to use. Oh, came and that's a lot of data, so I'll finish it off here and in the next lesson will do the final section off the asset level, which is the budget and schedule. 10. 07 Campaign Level TWO - Part 4: The last part involves setting up your budget and schedule for your advertising campaign, and the first option is optimization for odd delivery. So if we click at it, you have four options. Here you have landing page views. This. Let's Facebook deliver your ads to people who are likely to click them and then be redirected to your landing page. You can have link clicks for link clicks. Your ads will be optimized for clicks, so this is a very good option to start with. Then you have a daily unique reach. So using this option, your art will be delivered to a unique individual once a day, and then you have impressions. The goal of your campaign will be to get as much ad impressions and views as possible. Now this is different to link clicks as instead of clicks. Impressions are a priority, and this is different from daily unique rich in that your art can be displayed to the same user multiple times. So what I suggest is you start with link clicks and then we move on to cost control. This part is optional By setting a cost here, you are just informing Facebook how much you would like to pay for each link. Click. Then we can click here. Show additional bit strategies. If you want, you can set up a cost cup or a big cup for the traffic that you will be buying. I will leave this out and then we have the budget and she Jewel, you have two options here. Either you have a daily budget, and then your campaigns grants every day. Once it reaches that's budget, it will pause or you have, ah, lifetime budget. I suggest use a daily budget because you have more control over your campaign. Plus, if you really want to secure yourself, you can also set up start an end date for your campaign. Say you want to have ah, daily budget off 10. Whatever. $10.10 pounds, 10 euros, 10 waters. Whatever, then, but your budget is 100. Then you can set up a start an end date and end the campaign in 10 days. When you are starting with Facebook, it is actually a good idea to set up a start and end date just as a way to secure self so that you don't waste your budget by accident moving on within, click on show More options, and here you can select when you will be charged. So this is different for this, because this is optimizing your ad delivery, either for clicks or impressions. But this is when you will actually be charged. So there are two options here. You can be charged for on impression, so this will usually be pair 1000 impressions. You will be charged a certain rate or you can be charged every time somebody clicks your link, however you must spend, at least in this case, it says forties. What is which is the equivalent off 10 American dollars? So once you spend it, then you have a choice here to set up what it to get charged by impressions or by link clicks. Also in the section you can schedule when your ads will appear. So let's say your offer is valid Monday through to Friday. Then you can turn off traffic for Saturday and Sunday, and then you have a delivery type this computer standard or accelerated. If you are using the strategy lowest cost with a bit cup, then you can set up on accelerated delivery. Type it just means that your budget will be spent as quickly as possible. But I don't see at this moment any point in using that. So standard delivery is fully acceptable. And with that, I would like to end this lesson as well as end setting up at the outset. Level off your Facebook advertising campaign, you would click on, continue and then move on to the odd level in which you will set up your at, and we will cover that in the next lesson. 11. 08 Campaign Level THREE: hello. In this lesson, I will walk you through the process of setting up your odds in the Facebook panel. This step consists of going through six levels. This is another part that is growing on Facebook and us. Facebook Introduces New Placements so new At four months, this part here there will be different level. Sometimes you'll see six levels, sometimes four levels, sometimes even three levels. As of right now, six is the maximum, so we will cover the identity former media, Texan length, multiple languages and tracking. This may look intimidating, but not every part is actually required for your campaign. So let's start at the top. You will give your add a name. Then you can move on to identity. And the identity is pretty much which Facebook page you are going to use for your adversaries mint. So once you create a Facebook page, it will be available here, and then you can select it and then create your at. Now let's move on to four months. In this party of two options, you can create a new ad, or you can use an existing post. So if you select a Facebook page here, you can use posts from that Facebook page and run an advertisement like this. But seeing you are creating a new ad, you will select this one. Create at now for the former. The three options available here. The first is Kruzel, and this lets you put store more images or videos into your ads, and these will regularly change. If you want to keep things simpler than you can just use a single image or video. And I believe this is the best former to get started because it will give you the best data for you to optimize. You will know which images the best image, which images not getting the clicks that you want. This will be valuable because you will be keeping things simple, and the third format is known as a collection thes air full page parts that are displayed on mobile devices. This is not available for desktop advertising. Also in the section, you have an option to add an instant experience. This is only available for mobile device campaigns, basically on a mobile phone. When someone interacts with your add, another full screen ad appears with more detail about your offer. This can be used. If you are using content in your ads and you want someone to reader, snip it off content first. If they click on the ads than the full page ad appears with more content, let's move on to the media section, and now it's time to upload your ad images or videos to your campaign. So select either on image or a video here and then upload the images so you can upload them from your computer. Browse your Facebook library for images, or you can use free stock images. So as a sample, I will just upload one image. Here's the picture that I uploaded. Here are some image recommendations for your advertisement and then with your image, you can select a placement to customize. But the image that we upload here it will be usable in our ad campaign so we don't actually have to customize. This is an additional feature that you can do if you would like to, and you can create more odds with unique images here. So if you want, you can add another image, and then we can see that this is image for odd one, and this is the image for it, too. If you uploads two or more images, then you can try the Facebook splits test option here. However, when we go into the process of setting up the sample campaign in this training, I will show you how to set up split testing anyway, because any campaign that you set up, you will have to split test different assets against each other and different ads, but we'll get into more detail of about that later on. Then you arrive at the text in length section. Here. You will provide the content for your advertisement so you will add the primary text for your ad. The headline. If you want to use one and provide an additional description, and whatever you add here, you will get a preview into right and comb. And if we over the mouse over the middle section, you can see how your advertisement will look on a different placement. So if you have a mobile newsfeed, first is a desktop newsfeed versus a desktop marketplace or Facebook story, so this will give you a preview off the advertisement that you will use in the section. You have to select your destination, which can be either a website or a Facebook event. So here you write your website. Destination your else. So this is the world the visitor will be redirected to, but a little bit further down you have to display link. If you're your URL is like, really, really long with many different directories for the display link, you can just add the base you, Earl. So if we look at here, we've got facebook dot com forward slash adds manager forward flash creation. So this could be the website you earl, But the display link We could just use Facebook that come. It would be much more simpler and it would look much nicer on the at. Then you have a call to action. So I highly recommend that you use one of these culture actions. This is basically an intensive to click on your ad. If you are using ah, sign up to an email, then you could just use the sign up call to action. But learn more is also really good. Call to action to use. You can skip stories. Customization is this is only relevant to the story at placement. Then we have tracking. So I highly recommend that you set up conversion tracking using the Facebook pixel, and I will show you how to do this in a future lesson. And once it is set up, then you will have an option to select it here, and that's older is to set up your ad. Okay, I would just like to say a final thing. When you set up your asset or some of the elements of your ad, these options here, they will be bigger or smaller. What I noticed while recording this video is that when I was choosing the media, this image has English text on it, and when I chose it, the languages section here disappeared. When I removed the image with the English text, this multiple languages sections popped up again. So I'll just show you what this is. Basically, if you're creating an ad in a different language than you can set it up here so you can have one out in English. Another ad in Spanish, However, as I have already mentioned, keep things simple. If you're going to target different countries than make two separate campaigns, it will be much easier for you to review the results of those campaigns and to optimize the campaigns. Then it is to target many different languages in one campaign or in one upset. So now we have covered the campaign level. The outset level ends the odd level in the next section of this training. We have a couple of things to set up, such as the Facebook pixel, and once that is done, then I'll show you a live demonstration off means setting up a full campaign on Facebook. 12. 09 The Most Important Tool for Conversions: In this lesson, you learn about the most important tool for optimizing your campaigns. I am referring to conversion tracking and in this lesson I will cover the basics that you need to know to run your Facebook campaigns and measure conversions on your website. But first, what is a conversion? Ah, conversion is an action that the person takes. There are many different actions that can be measured in Facebook. Some include signing up on your landing page, registering for a webinar, buying your product, adding an item to a shopping basket or viewing a particular page. Any page on your website can represent a conversion, and you can create an ad the Facebook pixel code on any page of your website. In this tutorial, I will show you how to create the Facebook pixel and then how to add it to your website. For my conversion goal, I will be measuring sign ups on my landing page. I will be using a WordPress website for this tutorial, but the principles you learn here will be applicable to other platforms as well. Before we start, I want to share with you the steps that you need to go through when setting up the Facebook pixel. Step one, you need to create the Facebook pixel in the Facebook ads. Manager Step two. You need to add the pixel code to your website. Step three. You need to create a conversion goal in the ads manager panel and step for you need to add the conversion go code to a particular page on your website and step five is You need to test if the pixel is working. But this stuff is very easy. Facebook has actually prepared a plug in that you can download and install on the Google Chrome browser and then see if your Facebook pixel is functioning the way it's supposed to be. Now let's set this up in the Facebook ads manager, So I have looked into my Facebook account. Now I will go to the ads manager. Click here and click on manage ads. I will select my account. Now I will go to the menu and I will click on Events manager. It's located here or if it's not in your list of shortcuts than you can click here on the events manager. So at this moment, the Facebook pixel is under the data sources category and we need to add a new Facebook pixel. So we click here adding new data source and then we select their Facebook pixel, so give you a pixel name. I just make name shorter and then you can skip on the website girl and click on Create. Now we need to add the pixel coat to our website. You can click the first option to see if your partner platform is here and then you can follow the instructions off adding your pixel like I mentioned previously. I will be using WordPress. I'll show you another way of doing this. So I will click on manually installed a pixel called yourself. And here you have the prompts off how to install your pixel. But I'll just scroll down. Here is the code that you need to copy. So what I'll do is I'll copy it and paste it into a note pad and paste. And now I will go into my WordPress website, so I will just open it up. You can integrate the Facebook pixel into your WordPress website very easily. You do this with the help of a plug in, so you click on plug ins. Then click on, add new, then do a search for the Facebook pixel. And here it is, the official Facebook pixel. You'll need to install it and then activated. It's already active on my website. I will just need to update the pixel coat. So once you install it and activate it, then the settings for the Facebook pixel are available. Here you go to settings and then Facebook pixel. And here you need to paste your pixel. I d. So I'll go back to Facebook. Actually, I will go back to the note, bud. And over here f b que in it. And this is the coat. This is the pixel I d. So I will copy it. Go back to my WordPress installation and paste it and then save the changes and congratulations. That's step one and step two off my process. Already done. You have created the Facebook pixel and you have integrated it with WordPress. So let's go back to Facebook, pixel. Let's go back. By the way, I will just show you one more thing. If you click on connect a partner platform, you have wordpress available here. So if you want, you can click on this, and it will give you very detailed instructions off how to integrate the pixel into work person. However, using this coat is very, very easy because there's just one number and is the pixel i D. And it's just a matter of copying it and pasting it into your WordPress installation. So let's close this and you can also find your pixel. I d. Here next, we need to create the conversion goal. 13. 09 How to Setup Your Conversion Tracking: welcome back to Part two or setting up your conversion tracking. So far, you have created your Facebook pixel, as I did in the previous lesson, Tom's pixel, and you have added to your website in this lesson we will create a conversion goal that will measure certain sign ups leads sales, whatever you choose. So in Facebook, I am in the events manager and then you can click here on set up and then set up new events and I will show you how to manually install the cold so quick on this one. Now, if you click here, you have various different industries that you can use to set up your conversion goal so you can breast or this and find something that is suitable to your offer in the sample campaign. Are will be offering a tutorial about writing your CV properly, so I will select professional services, and the events that I will use is the lead event, because in my campaign, are will be offering my CV writing tutorial in exchange for somebody's email address. So I will click on this one now. If I was measuring sales, then I could add the sale amount over here and even entered a currency for to fail because I am just measuring leads. I will use the code as it is. So as he considers no code writing whatsoever, Facebook generates the code for us. We just have to copy it and paste it into the correct page. And you will want to paste this code on your thank you page. Let me explain this in power point. So on the left inside you have your landing page or your offer page. When somebody enters their email address, they will be redirected to the thank you page in which they had get access to the free tutorial. Now, both pages have the so called Facebook pixel coat. Once you add your pixel coats to WordPress using the Facebook pixel plug in, then the pixel code is on every webpage that you publish on WordPress. Now, regarding the event called this code is Onley activated on the page that somebody reaches after they take a certain action. So in this case, when they sign up and supply their email address, they get redirected to here when they get redirected. To hear, it means that a conversion has taken place. And that's when the event coat starts up and sends a signal back to the Facebook ads manager that a conversion has taken place. So here you can see the actual pages that I will be using. This is my landing page. And here is my thank you page. So now I'm going to add the Facebook event snippet to this page, which is the thank you page. So I will go back to my WordPress dashboard, Go to page is and then I will edit the page. I'm using Elementary to edit my page because I just find that this is very easy to create my pages and two at HTML snippets because I just go to the search typing Hasty ML. Here's my haste email snippet. I will just drag it onto the screen. I put it a little bit further down. Now go back to my Facebook panel. Copy this. Select my haste email snippet and paste it and update my page and that is older is to it. Now my page is active and the Facebook event snippet has been installed. If you're not using WordPress, all you have to do is paste this bit of coat somewhere on that your thank you page, so that when the page loads, this script will load with it. Now the only thing that is left for you is to test and see if the Facebook pixel and the Facebook event snippet has been successfully added to the website. So let's do that right now. You can verify your event set up in the events manager and then click on test event set up and then follow the instruction sets by Facebook or what I find, and I find this is much easier. You can stole the Facebook pixel helper Adan for Google chrome for basically click here, learn more, scroll down and click here about the Facebook pixel helper. Scroll down, install and uninstall the Facebook pixel helper. And here's what you need to do. Go to the chrome Web store and do a search for the Facebook pixel helper. I've already installed it, but you can add it to your chrome browser. And if you look on the top tool bars here, this is the Facebook pixel helper. So I'll show you how this works on my landing page and on my thank you page so the Facebook pixel helpers active. Basically, load your landing page. Click here and you can see Facebook Pixel page view. Green Tick. This is working correctly. Now let's go to the thank you page and I've already loaded it. If I click here, you can see the Facebook pixel page view, which is working correctly. But in addition, we have delete, which means that that my event has also been correctly set up and it is being loaded whenever somebody visits this website, which means that my conversion tracking is set up and it will be fully working. So now I can go ahead and set up my actual Facebook advertising campaign. Now, I do understand that this lesson is a little bit technical. But if you had difficulties, please just watch the lessons again. Go through the help, ERM or go through the prompts that are offered by Facebook. And I assure you you will be able to successfully installed a Facebook pixel because I like how Facebook has set it up in such a way that we do not have to edit encode directly. Facebook provides the code for us, and we just added to the website I hope you find is valuable and let's move on into training 14. 10 How to Get Better Traffic with Custom Audiences: welcome back in this lesson. I want to reveal to you a simple process that will let you get more conversions at a lower cost. When you set up your Facebook as campaign, you will need to target an audience. You test your offer with the audience and see the results. While this is happening, Facebook keeps track of older clicks and actions that people take on your website. This is thanks to the Facebook pixel that we set up in the earlier lesson. Once you start getting good results, then you can use the marketer secret for high quality traffic. I am referring to look alike audiences. Once you have a campaign that is working and giving you good results, you can get Facebook to generate another audience off similar traits and characteristics for you. Facebook will analyze all the people who have already interacted and shown an interest in your offer. Then Facebook compares the profiles and generates a new lift off potential clients that share all the same features, demographics and interests as your ideal customers, and this is called a lookalike audience. If your offer is local, then you can use it locally. But if you want to target a different country. You can create a lookalike audience for your ideal customers in different countries. This is a way to quickly start expanding and getting more conversions off course. There's one tiny prerequisite you need to set up and test your first audience. The lookalike audience option is Onley available. Once you have already ran a Facebook campaign and generated results As you're in you to Facebook, you need to focus all your efforts in finding your ideal audience and getting some results . You will need to invest in traffic and analyze all your data. But after you get some results, then you will be able to create a lookalike audience. I'll show you how to do this. Now let's go to the Facebook ads manager in the ads manager. Go to the menu and then, well, it may be in the shortcuts Audiences. If you don't see it here, then scroll down and here you will find audiences. So click on it. When you set up your first Facebook at campaign, you will need to create an audience, and it will be visible in this section when you get enough results and you want to create a similar audience. Then you just click on, create audience and select lookalike audience. And here are the features that you need to consider. Firstly, you need to select the source for your look alike audience, So this will be the audience that is generating the results in your Facebook campaign. Then you need to select an audience location and then set up. How many lookalike audiences do you want to create? So when you are starting out, just select one, and here you have an additional option and basically here select How similar do you want the lookalike audience be to your actual audience? The higher you go, the less similar it is. So if you select 1% that new people in the lookalike audience will be very similar to your existing audience that you have been using. So this gives you some freedom in generating new look alike audiences. And, of course, you can test it out. You contest that a lookalike audience would a 10% which means it's similar but has certain different features or ah look alike audience that is created with a 1% value, which means that the lookalike audience will be most similar to your actual audience that is generating for your results. Once you go through these three steps that it's just a matter off creating the audience. Facebook will generate the audience for you. And then you can create a new Facebook at campaign and for your source, select the lookalike audience. And that's it for this lesson. It's a very easy way for you to increased conversions and lower your costs. 15. 11 The Campaign Setup Process: hi. In this lesson, let's put it all together in a Facebook campaign. Let's go to the Facebook ads manager. Here I am in the campaign stub. No click on create for the marketing objective. I will select traffic for the campaign name. I will call it sieving. Mistakes leads. Then I'll click on continue and now I will set up the first upset. So for the name, I'll just call it CV. Mistakes audience one. I can always rename it later. If I want to for the traffic, I'll make sure that website is selected. Then for the dynamic creative I will skip on this. I will skip on the offer and now I'll set up my audience for this campaign. I will create a new audience so set up locations first, and this is very important for the locations. I will select people who live in this location now for the targeting. I will target the United Kingdom in this campaign and I will get rid of this one for the age. I will set it up so that it's from 18 to, let's say, 45. I will make sure that both genders are selected now for the detailed targeting. Here's what I recommend that you do in this section, searched through all the categories and select the ones that are most relevant to you. Alternatively, what you can do is you can click here and you can type in relevant keywords. So in my case, I can type in recruitment and the first option I can select it. Also, Aiken typing TV and I can select the ones that are relevant. Or I can type in career advice or just career. And I have a couple of categories here that are relevant to my offer so I can select them. And once you do this, what I would suggest that you do is you highlight all of the categories that you have selected, copy them and paste them into a spreadsheet. So I'll do my research right now, and I'll be back when it is complete and I'm back. I've created a new Google Sheets spreadsheet, and I titled it Facebook at Sea. The mistakes and here's what I have come up for my audience research here on the Left. Inside, I have all the relevant categories that I found that might work for my landing page, which is all about CV mistakes. Now, over here, what I've done is I will create two different outfits in my Facebook campaign, and I've made a note which categories I am testing so that it is easier. So, for instance, if one of these assets turns out to be underperforming, I can posit select three different categories from my list over here and then tested. So I'll go back to Facebook and set up these three categories, so I just copied. If here, I'll delete everything I have over here and do a search based do the same for job hunting, copying paste and looking for work, copy and paste. So it's demographics work, employers and these three sub categories, just like here does everything that I will target in the first upset. Okay, moving all not just click on, show more options languages. I will limit this to English. Okay, connections. This is a new Facebook page, a new Facebook account. So I am just skipping on connections because I don't have an existing group of people who are following my page. So I will skip connections and I will save this audience and I will call this audience work employers. So I just say TV dash work, employers and safe Let's receive that Saved is correctly CV work Employers, United Kingdom people who much employers looking for work, job hunting or currently looking for a job. Okay, that's fine. Now let's move on to placements Now. I already mentioned in the previous lesson You have to specify this. Facebook wants you to select all the placements because you spend your money as quickly as possible. That's why if you noticed earlier, once I saved my audience, it directly skipped to budget and she Jewel. So you will have to remember to move up and then select edit placements. And in this outset, I am just targeting desktop computers. Platforms on the Facebook will be selected now for the placements. I just want to target the Facebook newsfeed area so I will insulate these ones. Okay, moving on now for the budget and she Jewel, the optimization will be four link clicks. That's fine. I'm skipping on the cost control for budget and she jewel, I want to have a daily budget off, or you can use between five or $10. It's a good starting point my count is set for a different currency. So if I want to have it for $5 this is the equivalent value and all sits up round my upset continuously starting today. That is fine. Just click. Show more options. I will be charged on impressions for a new Facebook. At account, you don't have a choice until you spend about 10 or $20. Then you can select link clicks, but you have to spend some money first before Link click is available. So for impressions, that is fine run outs all the time. That's OK. And the delivery type standards. Okay, now Facebook found one ever. The estimate is reach is a little bit too low. Fewer than 1000 people what I might do. I mean, we don't want this part to be too big, but considering that it is less than 1000 people, I will add a couple of more categories here. So a lot of these ones as well, so I'll just move this down a little bit. A lot of these wants to the outset, so let's go to audience what's edited. Searching for a job and unemployment copy for some reason, this isn't available here, but let's see how money people but the size is. Let's just delete this still fewer than 1000 people. Let's add some more categories. So, depending on your niche, what you will have to do is you left to be flexible with this. And if you just add three interests or two interests and your audience is too little, well, just add a little bit more interests. But don't make it so that your potential audience is too big because the audience will be too big to target. I will try these ones as well, Copy. Okay for this, Out said. I will leave it. That's this will go down and update it done. And now let's continue to setting up our odd. So here you can give your add a name. I just call it Add one for no here. So, like the Facebook page that you want to use So I will use this one time foster recruitment . I will use the single image aunt. Now I'll upload to images here. Here's my folder with the odds. I just select two outs at random, and I can always change this later, so I have my two images for at one and for us too. Now let's create the add content for my ad and here's a preview of my heart. So here's my headline. Here's my ad. Copy the image that I am using moving on for the destination. I will use Website I'll at the website URL, which is this one. Let's copy it and paste it for the displayed link. I will leave it as it is for the call to action. I'll leave it us. Learn more now for the tracking. I will be using the Facebook pixel that I set up in an earlier lesson, and it is already selected here, and it is on, and it is working, as we found out when we tested it in the previous lesson. And that's older is to sending up your Facebook at campaign. Next, you'd click on confirm that campaign would be sent to Facebook to get reviewed, and once the ads are approved, then your campaign will go life. But there you have it. That's how we set up a Facebook advertising campaign from start to finish. So thank you for watching. I hope you find this interesting and helpful, and you'll be able to create your own Facebook at campaigns now in the next section. Let's review some insider secrets off Facebook advertising. 16. 12 Insider Secrets Part 1: in this lesson, I want to reveal to you some insider secrets off Facebook advertising. Some of these principles will seem country intuitive to you. But remember, Facebook has a lot of clicks, and you will be surprised how quickly you can spend your budget without seeing any results . If you're targeting is set up the wrong way. So I've created this insider secrets section so that you avoid blowing your budget on these mistakes and make sure that when you set up your Facebook campaign, it is set up the right way from the start. Now let's cover some principles off what not to do when choosing images for your Facebook outs. These principles will save you a lot of money. They're based on tested methods, but all of them can be rationalized logically when you think about it. So let's start firstly, do not put a border on your ad. I've tested this step and adding a fencing border like a bright yellow border. A bright green border will not increase conversions. What it does is it cheapens your ad, and it attracts the attention off people who are not really interested in your art. They just fancy the border, so you will pay for irrelevant on targeted clicks. However, using the same image without the border, it looks nicer, looks clearer. It looks more professional, and it will not capture the attention of people who are not interested. That's the most important thing. Next, do not use plenty of text in your odd. This actually goes against Facebook guidelines, which states that you can use no more than 20% off your image as text. If you use too much text, your ad will be disapproved. And if you try this too many times, your ad account might even get banned. And thirdly, don't put weird images on your odds. Weird images attract the wrong types off clicks. Facebook has a lot of people on it, and you can literally blow your budget fast by using weird images. Because weird images attract the wrong audience, a person will just click on your art just because it intrigues them. They may have no interest whatsoever in your offer, but they like you're also they will click on it. So now that we have covered some really important beginner mistakes in choosing your Facebook at images in the next lesson. Let's go over a couple of principles of what you should follow when choosing the right images for your ads. 17. 13 Insider Secrets Part 2: welcome back, and this is part two off the insider secrets off Facebook advertising. Now that I have covered what not to do, let's go over the principles that have worked for me in choosing effective Facebook at images. Just remember your goal off. The advert is too pre frame the person you want the person to be prepared for your offer before he clicks the out, thereby your images must be related to your offer. As I mentioned, it's no good creating an ad that captures any attention. It must be specific so that only people who are interested click on your heart. When these people click, you have a much higher chance off actually converting them. Here are some more guidelines If you are advertising a person, use their picture. If you're advertising a product, used the product or someone using the product or a person living the lifestyle they want after using your solution, the key is to keep it simple. Nothing fancy. In fact, I wouldn't add any text on your image. You've got a headline for text and an ad copy for text. The picture needs to communicate the writing to the right customers that you have a solution for them. And remember, you do not want to have nothing fancy on your ad because fancy attracts unwanted clicks. Let's go over a few examples. Here's an ad from Jiro, as we can see from the heading. This odd is for a funnel creation tool. The image shows a sample funnel. It has less than 20% text, so it is acceptable to Facebook. What I like about this ad is that looking at it, you instantly know what it is about. The picture is relevant, but I think it should have a little bit less detail. And maybe the picture should be a closer picture of a funnel because there would be more visible. It will be easier on the eye to see. But if you read the headline Mup and plan highly profitable finals in minutes, you instantly know what the advert is about. Here's another out that appeared in the desktop newsfeed area when I was on Facebook. This product is the person who teaches a course on launching a business online. When you look at the headline free training, make your online business a success, you instantly know what is being offered. And you also know that the target audience are people who have on existing online business . This ad is specific, and I would say the picture is relevant because it's the presenter who teaches the course. So this is another example of a good image. And here are two outs that appears in the right column area. The top ad is offering a social media swipe file. You will get headlines that you can use in your own arts. The picture has less than 20% text, so it is acceptable and the text is actually easy to read, and you instantly know what it is about. So it's targeting online marketers. The second odd is more brought life makeover coaching, and it's a free webinar. The picture is relevant because it is the picture off the teacher, and in this ad, if you click on it and you can register for a free webinar. So based on these odds that I've shown you all of these examples, they use relevant pictures to their offers, and all of them are simple arts. There no fancy borders there, quite specific, and looking at them, you instantly know what is being offered, and this ends this lesson. I hope you found value in this and you will know how to create or how to choose the images for your odds so that you get better quality clicks. 18. 14 Insider Secrets Part 3: Welcome back to Part three off the insider secrets off Facebook advertising in Facebook. Headlines are the second most important part off the advertisement right after the image. So in this lesson, I will give you some guidelines for writing them so that you captured the attention off the right people. So let's start off with Rule number one, which is be specific. Aim for specifics always so that a person who clicks your ad knows exactly what you are offering. I'll give you an example of a novice marketer mistake. And like everyone, I used to be guilty of this as well, because it's counterintuitive. When you start creating arts with her on Facebook being or Google, you have a natural tendency to want to target everyone. You don't want to exclude anyone. The logic behind this thinking is the more people that see your art, the more sales you'll get. So you make your advertisement generic so that everyone can relate to it. But there is a very important marketing rule, a message that is aimed at everyone speaks to no one. It's not personal, so nobody will relate to it. If you're at says way close, that's too generic. It would be much better to say Wait clothes for women who just gave birth or weightless for guys who want a six buck, this message is much more specific and more personal. And the advantage of making your at specific is that you get targeted clicks by people who can be interested in your offer. You're essentially pre qualifying the click. If your ad is blonde, sort off appeals to everyone, you'll get a lot of clicks. But a lot of money will be flushed down the drain because Facebook has a lot of traffic and you will still get the clicks. But non targeted clicks do not convert. Here's an example of our generic ad. It's for the Internet marketing niche. And if we look at the image, it's basically step by step guide to social advertising. And then, if we look at the top description, want to see what really works in social media advertising? Check out the free course. Well, it's very generic. Social advertising is a very white topic. There's so many different things that can come under this topic. I would say this is not a good example, because it's just too generic, it can apply to everything. Here's an example off a specific card, which I believe was very successful because this ad was run for a very long time. And as we can see here, looking at the image Facebook at Template Library, those four words alone. You know instantly what you're going to get and if we look at the ad description. Copy and Paste E seven proven Facebook ad campaigns to create low cost, high converting campaigns. And the headline is filling the blank Facebook at template. There's very specific. You know what you're getting. There is no room for confusion. So now let's look at rule number two of writing headlines so your headline must offer a benefit or result. Your ad must offer something of value, something that intrigues or is useful and helpful to the person. What it's a free pdf, a video podcast or some solution to a problem they have. Anything like this that offers value to your prospect is what you want. Going back to this example. What is offered is a free fill in the blank Facebook at template. So for online marketers, this is very valuable because they will be able to create Facebook ads much quicker. Here is another example, if we look at down at the headline free video and exercise, how to turn your idea into a product. So once again you are get you know exactly what you're getting. Although looking at the image, I don't think that the text on the images good watch, video one and video to I think that could be improved Now a good place to start with headlines is to use the following template. How to overcome some problems and a person is experiencing or get a benefit. So how to get a benefit that somebody wants? Here is an example of how this template is used in one of the most popular books in history . How to win friends and influence people. The reason this is such a powerful headline is that it is specific and you know instantly what the product is about. The benefit you get from reading this book is the power to influence people and win friends . And for your information, this book was published in the 19 thirties. However, this headline is Justus powerful today as it was back then, here are some examples of how to use this headline. How to earn money without working more hours. How to increase sales without spending more on ads. How to meet an attract women even if you're not told rich or handsome. Simple headlines. But they are quite specific, and you know exactly what the benefit is. Before I end this lesson, I want to share with you. My met it for learning how to write creative headlines, and this is a really easy trick that I have used with really good results. I go to Google and I type in Cosmo magazine. Then I click on the images stop and over here I find hundreds off covers full of proven headlines that you can use for your ads. Just click on an image, read the headlines, click on another image, read more headlines, and this is guaranteed toe work as you're using headlines that are used by one of the most popular magazines in the world. So now you know how to research and write your own headlines. And in the previous lesson, you learned what to use for your Facebook at images. So if you combine them, you should have the ability to create very powerful and convincing Facebook outs. 19. How to Research your Competitor Ads: Welcome back in this lesson. I want to share with you a really useful technique for researching your competitors. Arts. This will let you study some actual arts before creating your own. You'll get ideas about headlines, images, the ad copy used and after spending a couple of hours researching your competitors or even popular services in other industries, you get a feel for better quality Facebook outs so that when you start your own ad campaigns, you have better judgment and you won't have to start from scratch. So let's go to Facebook and I'll show you this odd research tip. Here I am in Facebook, So let me do ah, search for a page so you could search your competitors. In this case, I'll just use blinds here. You want to go to pages, and I have no preference, Al, just like the first best one. So here is the company page on. What you want to do is you want to scroll down to a part called Page Transparency. Now click on Seymour. Here you have some history about the page, but you want to go toe ads from this page and go to add a library Now you may get this message, but what you need to do is you need to change the filter so you can select the country that you're in, or you can click on all countries. And here you get a list off old active Facebook ads that are running right now so you can go to the ad library and then you can study there. Descriptions used the pictures or images the headlines used for the ad copy, and you can browse through all of the ads There are active at this moment, and in some pages you'll even get a glimpse off inactive ads, which there isn't any on this page, but they're usually found at the bottom of the screen. So if you spend some time, you can study your competitors and you'll get a lot of ideas, not just about the Facebook ads but also about an entire lead generation panel. So all of these ads, they're clickable, so you can click on it and then you will be taken to the landing page. So that's what I mean by studying the entire funnel, and in this case, it takes us to a bloke post with more information about the products shelters. So this doesn't cost you anything. But the insights that you get are actually priceless, and it gives you a starting ground for creating your own ads. Thank you for watching this lesson. 20. 15 Final Remarks: congratulations for making it to the end of this course. I hope you enjoyed watching this training as much as I enjoyed creating the lessons. Facebook advertising can seem complicated at first. That's why I tried to make it as simple as possible and divide each section into small parts. It's also the reason why I introduced you first. Each individual at camp infection and then at the end put it all together in a full Facebook campaign. And now that you know how to set up Facebook campaigns, you contest and create your own campaigns. If you have any questions than write me a message and I will do my best to help you, thank you for taking this course, and I wish you the best of luck in your advertising campaigns.