Facebook Advertising Hacks in 2020/2021: Run Profitable Ads and Attract Qualified Customers | Luna Vega | Skillshare

Facebook Advertising Hacks in 2020/2021: Run Profitable Ads and Attract Qualified Customers

Luna Vega, Author - Podcaster - Fashion Ecommerce Consultant

Facebook Advertising Hacks in 2020/2021: Run Profitable Ads and Attract Qualified Customers

Luna Vega, Author - Podcaster - Fashion Ecommerce Consultant

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14 Lessons (2h 33m)
    • 1. Welcome

      2:19
    • 2. Assignment

      0:46
    • 3. Debunking Myths

      2:19
    • 4. Before getting started, important housekeeping

      6:13
    • 5. STEP 1. Define Your Business Objectives

      11:10
    • 6. STEP 2. Market Research

      9:46
    • 7. STEP 3. Audience Insights

      16:29
    • 8. STEP 4. Warm Up / Test New Audiences

      16:06
    • 9. STEP 5. Set-up Your FB Ad Campaigns

      12:21
    • 10. STEP 6. Anatomy of a Winning Ad

      13:02
    • 11. STEP 7. Optimizing Your Landing Page

      38:18
    • 12. STEP 8. Optimize Your FB Ad Campaigns: Understanding Your Metrics

      11:38
    • 13. STEP 9. Scale & Grow

      11:38
    • 14. Conclusion

      0:35
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About This Class

In this course, I will teach you how to it crush with Facebook Advertising in 2020 and beyond. 

Facebook Advertising is one of the most effective tools when it comes to generating sales and leads (and you don't need to be an established brand to be profitable from Day 1) Yet many get discouraged as they aren’t able to generate profits or get consistent results.

My Goal in this class is to reveal the latest secrets / hacks that Top Digital Marketers use to be profitable on Facebook using limited media budgets.


I will teach you how to start getting the revenue growth your competitors are snatching all while having more consistency with a limited budget. 

I will share how you can create, optimize and scale winning FB Ad Campaigns without having a ton of knowledge.  

And the good news is Facebook Advertising is actually easier than ever due to some of its latest Advertising Platform updates. 

This class is for anyone who is has a brand, a digital marketer looking to sharpen their skills or anyone looking to grow their business. On a side note, this class will be a little bit more intermediate level. It is ideal if you have already dabbled with FB Advertising in the past but didn't get the results you were hoping for. 

Meet Your Teacher

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Luna Vega

Author - Podcaster - Fashion Ecommerce Consultant

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Hi Guys :) and Welcome! Thank you for checking out my classes here on Skillshare. I'm a Fashion E-commerce Consultant, Author, Youtube, Podcaster based in New York City, Miami and Barcelona. I am on a journey to connecting, teaching, and creating possibilities for all talented freelancers, business owners and entrepreneurs out there.

Thanks to my many years as a digital marketing consultant, I know what works and what doesn't. I started my career working on a range of large-scale digital campaigns for a list of Fortune 500 clients. I left it all to pursue my passion in digital strategy and marketing consulting. My goal is to share my knowledge about digital marketing to inspire & empower others to Love Mondays.

Where will you find me? At an airport browsi... See full profile

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Transcripts

1. Welcome: Hi guys and welcome. So in this class I will teach you how to crush it with Facebook advertising and 2020 and beyond. You'll learn how to grow your business, how to generate more cells as you are seeing the results you've always dreamed up. See Facebook advertising is actually one of the most effective advertising platform when it comes to growing a business from a to Z. And you really don't need to be an established brand to start seeing results. The thing is, most people get frustrated because they're not seeing consistent results. They're not really understanding the data to look after. And they have this misconception that you need bigger budgets in order to be successful? Well, the goal of this class is really to help debunk all these myth. I am going to share some of the latest tactic and secrets that top digital marketers and taught affiliate marketers are leveraging a in-order to have profitable Facebook campaigns from day one. In this class, we'll discuss some of the latest updates within the Facebook advertising platform, which actually has made it easier to see real results earlier in the process, we'll also dissect the anatomy of a perfect ad will discuss account structure and what to be looking at when you're setting up your campaign. Just to let you know, this class will be geared a little bit more towards the intermediate levels. So if you're someone who's dabbled with Facebook advertising in the past and got discouraged. Whether you're a brand or you are a consultant, then this class is perfect for you. I will spend a little bit of time discussing the Facebook pixel and how to set it up. But mainly I will share with you some of the resources to help you guide you through the process. I really want to concentrate most of the time on this class going through optimization, data and account structure. So who am I exactly? Well, my name is Luna Vega. I'm a digital marketing consultant with over ten plus years of experience as managed multiple, multi-million dollar campaigns for a list of Fortune 500 company. I've spoken at various digital marketing conferences all around the world and also created e-commerce brands from the brown up, strictly leveraging the power of facebook advertising. Needless to say, I'm really passionate about the subject. I've been doing this for awhile and I'm looking forward to sharing my knowledge and helping you guys through your Facebook advertising journey. So I can't wait to see you guys inside. 2. Assignment: Your assignment for this class is pretty straightforward. Please upload a Facebook ad. Creative example includes the copy, photo, or video, whatever creative asset that you'll be using. And I would be more than happy to provide you feedback on the following. Now, this is up to your discretion and really up to you. You can also share some of the results that you're getting by testing those ads. I will gladly give you some insights based on some of the results that you're getting. And you can also share some of the audiences you're going after. I'll do my best to review your assignment and provide you with feedback. Now it's in your best interest to upload an assignment. As they say, practice makes perfect and really applying the knowledge that I'm about to share will make all the difference. 3. Debunking Myths: Let's debunk some myths about Facebook advertising and let me explain why I absolutely love Facebook advertising. So actually my background is more as a content marketer, if you will. And once I really understood the power of paid advertising, I was sold and never went back to content marketing. Now, obviously, each different facets of digital marketing are important. But I think that there's too much of an emphasis on organic and content marketing and not enough emphasis on actually paid advertising. So some of the myths that are out there include the fact that there's this idea that you need bigger budgets in order to be successful. That's actually not true. You don't need a large budget in order to get results. You can start testing was really small budget and understand what works and what doesn't work. This is also why I absolutely love Facebook advertising because it's a great way to do rapid prototyping. What I mean by that is test different ideas and see what your audience resonates with. Instead of slaving away, doing a lot of content marketing, whether it's Instagram post or blog posts, whatever it is that you're currently doing. Well, you'd be more efficient actually applying those ideas and do really small test using Facebook advertising. Additionally from that, there's a lot of emphasis around hacks. I will share some hacks. Whoever hacks are only one part of the equation in order to be successful with Facebook, there's two things that are fundamental. One is research, doing your proper research. And obviously we'll talk more about this in the next chapters. And the other thing is testing. You have to be continuously testing to understand what works and what doesn't. Additionally from that, this is what will help you become a stronger Facebook digital marketer by testing different creative, you'll start understand what works, what doesn't work, and what resonates for different audiences. So just to recap, some of the myths that I want to debug is that first and foremost, you don't need a large following. You don't need to spend lots of money. And hacks can only get you so far. So let's jump right in. 4. Before getting started, important housekeeping: Let's go over a couple of housekeeping items in order to ensure that your business manager and out accounts are properly set up, you never want to run ads on your personal account, needs to ensure that you have a Facebook business page in place. And then from there you can create a business manager which will have all your different accounts and pixel information will go there in a minute. This is the URL to create a business manager, business dot facebook.com slash overview. The reason you want to ensure that you separate your business from your personal account dot Facebook is quite aggressive now of their AI as far as Beni account, especially as you're scaling and you could run into the misfortune of losing your Facebook accounts. So you want to ensure that you separate it in teeth that you most your business manager and we also recommend that you have multiple business manager. You can usually have up to two. The other thing that I want to mention, which is as far as getting your odd account bands when you're starting out, you want to make sure that you don't run conversion campaigns. So these are campaigns where you have individuals purchasing from you. You'll want to go ahead and start with either a video views or post per engagement campaign. He's book is aggressively bending your accounts. So you can also start with page likes as well. If you have a brand new Facebook page, let's jump so I can walk you through how to create your business manager. And then what I wanna do next is kinda walk you through the anatomy of the business manager so you know where to find information as well and different resources. So this is where you would create your business manager, create accounts. In my case, I might not be able to do it, but let's just try steal share tests, my name, my business email. So I mean, I'll have to create have like so many different businesses female. So you'll have to fill out all this information and I'll let you just walked through the prompts. What I want to show you right now is this page, which is the business helps centre. So do business helps centre will also walk you through the step-by-step on creating business manager. So Facebook for business, make sure that you bookmark the following. And it has a lot of resources in place for any questions you might have. Now let's dive in so I can show you what the business manager looks like. So the business manager, as you can see, business dot facebook.com, once you have a business manager, have all your different businesses and different pages and different at accounts. I have multiple because like I mentioned, I like to have backups in case there's a problem. Now, as you can see here, you have ad manager audiences at reporting out accounts setting, business settings, et cetera. You'll want to go into business setting if you have a fresh, new Add Account. And in there you'll see that you have accounts and then you have pages. So this is where you're going to add all your different pages right here to create an account. It's right under pages. You'll do add accounts. You'll do add and then create a new account. Or you can also ask to have access to an account from a client by including the id. So this is how you create an ad accounts. Now under data sources, this is where your pixel is going to be. You're gonna do pixels. And this is where you're going to add a pixel. So once the pixel is added, you want to make sure that you do at assets. And this is where you select all the different accounts. The purpose here is for you to be able to use that pixel within that AD account. Now, the pixel information will be right over here. So you can see this number here, Copy to Clipboard. And so if you have a Shopify store and I'll show you really quickly where to put this. And so when you are in Shopify, you'll go under online store, then you'll go under Preferences. And if you scroll down, you'll see that I can keep the pixel and then you can set it up as well. Like there's a walks you through how to set it up. Now, take this time to copy this information. If you need additional resources. As far as the business Help Center, I've included a URL for you or the Shopify blog on how to set up your Facebook pixel. It's pretty easy these days and there's plenty of resources. Worst-case scenario, just hire someone on cyber. There's plenty of people will be able to help you through that process to ensure that your pixel is installed, I encourage you to download the Facebook pixel helper, which is a Chrome web extension. So I'm gonna show you how this works. So you can find it here. Facebook pixel helper. I already have it. And what it does is that it shows you pixels in a store. So for instance, let's go through a store that I have. And right here it shows, Hey, end right here. It shows me that the pixel is active. So this is a great way for you to ensure that the pixel has been properly set up and it's properly working. And next, what will happen is if you go back to the business manager under data sources and pixel, you'll see it being active. Your next steps at this point is to lay the foundation for your AD account. So if you don't already create your business manager account, make sure that your Facebook pages for your business are linked to that business manager. Cray your account and set up your pixel. In the next chapter, we'll discuss defining your business objectives. 5. STEP 1. Define Your Business Objectives: So step one is you must define your business objective, whether you are trying to get leads and get more cells or brand awareness. Now, not all are created equal. And when we dive into the account manager, I'm going to discuss all the different subtleties and what I preferably like to do when testing. So let's dive in. So all this starts mixing a little bit more sense to you. Step one is defining your business objective goes without saying before starting any form of advertising, you need to have an understanding of what your goals are. So whether you want to get more leads, get more cells, overall brand awareness, warming up your audience. And what we're gonna do in this chapter is we're going to dive deeper into each of the different campaign objectives within the Ads Manager, as it's a good way to familiarize yourself with each one of them and understand their different sanction as he can drastically help improve your app's performance. So let's go through each one of them. Great, so we are inside or a business manager and from there you'll go to ads manager in order to go to your Ads Manager. And then I have multiple AD account. I've created a dummy just for this class. So we are now inside our ads manager. You go into create. And this is where you're gonna find all your different campaign objectives. So before we go through each of them IS simply want to talk about the buying type. Now, I always pick auction. Auction is a more effective way to become profitable faster. With this method, Facebook determines which ads are best to be shown to a particular demographic. So the only thing to note is that when you select an auction buying Tai, you're competing for eyeballs. So essentially you're bidding against the other advertisers in your industry market niche, et cetera. Now, the reason I don't use reach and frequency. So reach measures the number of potential customers who see here. Your overall advertising campaign. Frequency refers to the number of time that those customer will see your message over and over again. So the higher the frequency, the more individuals will start and see your message. These really make the most sense for larger brands. As again, it does not do a great job as far as converting. It's focusing more on having people see your message, but they might not take action afterwards. So buying type, always pick auction. Now let's go through the awareness column, brand awareness and reach. So this only makes sense for a larger Fortune 500 brands. Again, this is if you're looking for eyeballs, cheaper impression, and really to warm up your audience. What these objective are doing is that they're focusing on cost per impression and you're reaching a wider audience. Now let's move through the consideration column. Traffic. Traffic simply drives traffic to your website. I don't use this either. Simply because. From my experience, it drives cheap, non quality traffic. I just don't recommend that you pick this. There's other options. Some other option include engagement. So engagement, I do use and use. As you can see, there's different types. Posts, engagement page likes and event responses. Before I talk about post engagement, page likes, the reason I use page like is to warm up a fresh out accounts. I've never used the Add Account of never, never use a Facebook page. I wanted to get it to a 1000 likes. The reason being is that Facebook has actually really aggressively bending fresh out accounts. So if you've never used an AD account before, you even start doing these conversion campaigns which are on these column and try to have people purchase. I recommend that you do a page like to store getting a 1000 like. And also this is an opportunity to warm up your audience to your brand and what's to come. Event responses. This is if you have an in-person or a virtual events. So if you're creating an event, you can use event responses, adds to promote your event on feet on the Facebook newsfeed in order to drive attendance and increase ticket cells. Postwar engagement, many marketers use this objective to test out different ideas, whether it's a new product or a different headline, different creative, different business ideas, really anything. And the reason is because post-print engagement are rather cheap ads and it enables you to rapidly test without having to flush it out completely. So if you're postpone engagement, let's say is less than $0.05 and you're getting plenty of post shares and likes, you know, that you have a potential winning idea. Now what postpone engagement does is that it tells fees bot, that you want ads to be shown to people who are more likely to engage with it, whether it's likes, share, or comments. So I want to show you some example of post engagement ad. On the right hand side you will see a post engagement ad for a t-shirt company. You can see that they're asking a question, do you love pit bulls? Then you can see the design and essentially they're asking that you tuck someone or that you like it. There's a link in this case, but you can also do this with Adelaide simply to see whether or not there's opportunity for this idea. Another example that I have here is a Santa. As you can see here, there are different images and texts copy that they're testing. If you want to start testing different ideas or different angles, I highly recommend that you start with a post engagement ads in order to see what resonates the most with an audience. So just to recap, post engagement ads are great to test product ideas, test business ideas, or test your overall creative copy plus image, or also your overall angle for your idea when doing post engagement as you want to create multiple ad and test as many ideas as possible. Since post per engagement ads are extremely cheap, especially if you have a potential winning concepts. Now let's move on to app install. App install is pretty self-explanatory. This will drive up install. I usually recommend automated App Ads as it focuses on your performance over time and you'll see less highs and lows with this function, VideoView campaign objectives. While it like the name says, it optimizes for video views, it's actually one of my favorite objective to warm up a cold audience and create lookalikes from there when I'm launching a new product. Why? Because it's relatively cheap to do so. And you know that someone who watch your video 50% or more, while they're going to be more interested in a particular topic, then somebody who hasn't watched it. So this is a great way to simply showcase where your product is about. Show perhaps testimonials influencer, and you can start warming up this audience and then we target them and better again, crate lookalikes. And we're going to review this in our chapter about audiences lead generation campaign objective. Here, Facebook will help you generate leads for your business, great for real estate agent and financial advisors. And finally, we have Messages. Facebook Messenger adds, start a conversation with your business target audience and Facebook messenger. So this shows people ads that allow them to engage with you on messenger. You might have seen them and I'm, let me show you an example. So here's an example with clients and community where they're encouraging you to join their free Facebook group by simply clicking on the message me now button. As a result, this is a low commitment. It's a way for me to enter their funnel and an opportunity for them to continue providing me value. Now, personally, I like these kind of ads better than lead generation because there are a great way to get people into your messaging sequence. People are also more likely to open messenger then they open email. So this is a great way to build a list, warm up and audience. They will be an instantly just as well as you can see, I had entered inside the client community sequence, and this is very straightforward. Essentially, they just have a message linking me to their Facebook group. And within their Facebook group, obviously, this is where they're warming me up. And most importantly, now they have the ability to send me sponsored messages. If you're interested in learning more about messenger ads, I encourage you to check out this free resource. Many chat.com, many shot is a messenger bots software and they have plenty of free video courses. Unfortunately, I won't be able to go into greater detail about the following because I could create an entire course on these kind of ads. So next is a conversion column. The conversion objective focuses on getting people to take action. And so with these add Facebook lets you choose a goal for conversion, whether it's at the cart initial checkout and purchase, disaggregate if you have additional product or a real product, anything that's e-commerce related. At this stage of the marketing, it's all about getting your target audience to make a commitment to buy. I personally solely used conversion adds when running my tests e-commerce campaign. And simply because I wanna make sure that my product has long-term viability. It's really up to your personal preference. Now, catalog cells, this is strictly used in e-commerce and you'll need to create a catalog. Shopify can help you with the following. I'm also including right now a Facebook resource link, which we'll provide you a step-by-step on how to create your catalog. And your catalog is all your different products that are available within the Facebook shop. And what this enables you to do is when you create a catalog, sell ad, it enables you to re target individuals who come to your site so they can see all the different products that you sell. Finally is store traffic. This is only used for physical stores. I don't recommend that you used us. So at this stage, based on where your business is, I would like you to identify which campaign objective makes the most sense for your brand. If you are an e-commerce, you might want to start with purchase if you know that your products are already selling, if you are starting out and don't know what might work or not, I recommend that you start with cost per engagement, for instance. So let's dive into the next chapter, which will be all about market research. 6. STEP 2. Market Research: In this chapter, we're going to dive into the wonderful world of market research. Don't skip this chapter because even though you think you got that part covered, I guaranteed you don't market research will save you tons of money. Plus I'm going to share some of the tools at top digital marketers out there use in order to spy on their competition, market research normally enables you to spawn your competition and helps you figure out what angles are working. They're kinda offers that are working as well. It helps you figure out what kind of products are getting traction, what kinda audiences are engaging with for an ads, et cetera. So through market research and essentially compile a list of best-performing ads for your specific nice shirt kind of product that you are promoting and create and inform strategic decision on your Facebook advertising efforts. What the following will do is help you save time and money to know exactly what works. So let's dive right in spite tools. These are some of the spy tools that top digital marketers use. And spite tools and enable you to draw inspiration while reviewing a database of ads, which you can easily search by using different keywords and different filters. It enables you to track trends as well, et cetera. So I personally don't have a preference between these two tool. If you're interested. I've also included my affiliate link. So let's start with Power Apps by I usually work with keywords. Then I'll put the specific keyword that I want to add within the Aztecs and then search. In this case, I'm doing a search of broad search for Nicholas's. Let's say that I want to drop ship a necklace. You can get a sense of how well an ad is performing, by how many likes, how many comments and how many shares? I personally like to look at shares. If I know that something has a decent amount of shares, is that people are really engaging and really like it. It actually tells a better story than legs. So this, let's see. It's a mood choker. Retro necklace changes US with your mood. Each color means something different. All right, so this is kind of a necklace that is a revival from a trend fingers mood rings for the 90. And you can go after a demographic of individuals who are into beau she like women anywhere between, I would say 18 to about 3540. And individuals who are into perhaps like astrology, anything that's like mystical. This is what I mean like By then this is poor of EDA bracelet, which is actually quite a big brand. So what I would do is essentially take a screenshot of this ad. What all. So essentially what you want to go do is go through each. This seems to be a decent one. So this is a present from a husband to his wife. Okay. So this is something potentially I could dump screenshot as well. So you get the gist of it, right? And so here the demographic would be perhaps an anniversary. Someone who's already married, obviously this is a little bit broader than something like this, if you will. So this would be a necklace for dog lovers, for instance. So by looking at your competitors ad, you can get a sense. This is also spiritual, Sacred Sea rancor necklace. So perhaps like Yogi's people are into meditation, et cetera. And so usually what I'll do is all create a slide with all the different ads that I found. Here's a screenshot of some of the ads we've found so far. There you go. Ok. So now let's go to necklaces here. And also what I want to show you that with big spy You can actually be a little bit more granular with your research as I can include my CTA. So website conversion is what I'm looking for with a Shop Now button, Shop Now button, let's say, and everyone who uses Shopify. So this gives me an insight of anyone who has a Shopify store, who has a website conversion ad running necklace within the last 30 days. And here I'm getting different kind of data that I did with the other software. So here, I mean, I'm not getting as much engagement. I mean, this takes a little while to go through this a decent amount. So essentially you just have to continue going down until you see items okay, that fit your demo. So let's try another industry with big spike teeth whitening. So have teeth whitening and the United States conversion website conversion shop now Shopify. So let's see, RA, I mean, decent amount of likes. This one is doing particularly well. Teeth whitening system costs. Now what? This is doing well because it's showcasing the product. Additionally from that, it's showing how it works, delight, it's probably capturing, getting people's attention. You can essentially go through all of these ads, see what our best-performing. Now, obviously for this, this is a much broader audience simply because, I mean, everyone has teeth, right? Oh, you can go after individuals who are perhaps more concerned about beauty, et cetera. What I want to show you next dough is how you can do this search using Facebook ad libraries. So snow at home teeth whitening, which is essentially what we weren't looking at right here on big spite, because I'm interested in there's couple ads that I see are performing well. Again, this is pretending that perhaps I'm using, I'm working on a brand. Dot is a teeth whitening brand and I'm just looking at their competitors. So here what I'm interested in seeing is all the different Asad there currently running. You can see when the ads started running, what date? So this was a couple days ago and these are just influencer is showcasing them using the teeth whitening. You could see how it works here. So this is really clever because they have different influencers, but they're having them use the device differently. This is probably like top of the funnel and we'll go over this in the next chapter. Something where you see a prize, it's probably more bottom of the funnel like this. So to recap, you want to look at all the best-performing add within your different needs. Try to understand which demographic they're going after. Understand why an ad is performing better than another. Like you can look at the copy as well. Why in CIF in nine minutes a day this great. So it shows that it's something really efficient. Seeing this word swells as well because there's contrast in the videos. So it's the devices lit up and then it's within a dark, darker video, if you will. Now, you would go into a Facebook ad library to further research and get the full library of all the ads out there running and get a sense of what's working for them. You can also look at the day as to when something has launched, something that's a little older, you know, that is performing well for them because otherwise they wouldn't be running it. All right guys. So that's pretty much how you get started. To recap. There's a three step research process in place. You want to look at your competitors ad on the different spy tools. Gather as many as possible and determine the kind of audience they're going after by simply looking at their ads. You can pay for an upgrade and it will provide you with that information Personally, I just look at the ads and get a rough opinion they're going after. Additionally from that, what I'll do is I'll take screenshots of all the ads, compile them in a deck. So I can have ideas of different angles. And then I will go back into the Facebook ad library and look if there is a company that really speaks to me. I think that they're doing a great job with their advertising. Then what I'll do is I'll go into Facebook ad library and do further research to understand all the different acids are running throughout the purchasing funnel and get more ideas. So what you want to do here is continue your research. Grab as many screenshots as possible. Create a deck with all the best-performing as I you're finding, do additional research if there's accompany, you feel is doing a great job with their advertising. Dig a little deeper so you have an understanding of all the different kinda ads out there running. The purpose here is to devise strategies. You can have as many ideas as possible. You're essentially brainstorming on different Facebook ad ideas that you could potentially launch for your different products or services. So I'll see you in the next chapter. 7. STEP 3. Audience Insights: In this chapter, we will dive into the fabulous world of audience insights and figuring out who your potential customers are so you can target them with Facebook advertising. Now most people get so focused on what they're selling that they completely neglect who they're selling it to. But most importantly, why they should care. And this is what differentiates seller marketing from blah marketing. You can have the greatest product on Earth, but if you sell to the wrong person, and most importantly, you don't understand your customers drive to buying your product. You're never gonna get any cells or traction with Facebook ads, which is why Audience Insights is so important. So how do we solve this and this chapter, we will discuss what the objective of mapping out your audience is, how to reverse engineer your y. We'll discuss an important Facebook app platform update, which actually makes it easier for you to find your ideal customers. I'll provide some additional tools so you can create your ideal customer avatar along with references in which you can look for additional insights. To goal this chapter is to determine who your target audience is. So let's dive in. The objective of mapping out your audience is to know what kind of audience will react positively to your ads and who will purchase from you? These are a list of questions that we need to answer. What is the challenge of your potential customer base? What problem are you solving with that product? Why they should care? What differentiates you from other brands out there. And so this will help you determine who your ideal customer is. And finally, something I want to stress is that you can solve the same problem to multiple audiences. So let me share a specific example, teeth whitening again, since we did the research and our last chapter, what is the challenge or problem there are solving? Perhaps as an individual, I'm a big coffee drinker and my teeth are yellow as a results. Why does it matter while? Because maybe I like to be on tics OK, or Instagram a lot doing Instagram stories. I care about high and look on camera, or maybe I'm single and I am dating and I want to look attractive. Why should we care as a customer? Well, I don't want to spend a lot of money going to the dentist to whiten my teeth. Or maybe I don't like going to the dentist at all. Or maybe I'm just really busy. I just don't have time to go to the dentist. I just need something that's really easy to use to keep my teeth white. So now that I've answered the what and why, do you see how much easier it is for me to start brainstorming as to who my potential customer cookie. So the different interests that I could target on Facebook include someone perhaps who was single looking today. Dating could be an interest. Someone who perhaps is interested and enhancing their appearance. Somebody who was interested in beauty, somebody who was interested in fitness. I could also target someone who is an influencer, a blogger. I could target somebody who's interested in video camera equipment. Or I could also target someone who's Coffee drinker who like Starbucks or somebody who's a wine drinkers, cigarette smoker, et cetera. So let me show you quickly how to do this on Facebook. Alright, so let's go in and create a brand new campaign. I'm going to choose post per engagement. I simply want to show you how to set this up in the ad set level. So let's say that we think somebody whose single and likes to work out and perhaps sir, dating. Alright, so you would go in here under detailed targeting. We're working out for perhaps a like going to the gym. Jim junkies, let's say this gym junkies der into physical fitness turn to physical exercises are right. Then we're going to narrow server. We're going to put somebody who single, so relationship status or single. And then let's see where 21 million, which is quite a bit, I usually like to go 10 million and below. And we're gonna put someone who perhaps is interested in dating. So where does that put us? Perfect 8 million. So essentially I would say a single workout dating and this could be an audience that we test. Now, human rights disgust, Facebook's latest updates to the advertising platform and the introduction of campaign budget optimization. Further graphic I'm sharing with you. Cbo allows to distribute your budget across different assets, so different audiences to get the best results for your campaigns. And so the algorithm will find the best audience for you and spend more money with the best-performing audience. So now, why love CBO is that it's actually made it much easier to find your ideal audience with CBO. And you can go after much broader audience now with Facebook. And so Facebook will automatically find people who are interested buy your product. So you might want to ask yourself, alright, so Facebook knows where my audience is. Why do I need to do this exercise of finding an audience and figuring out what their interests are. So for two reasons. First, like I mentioned earlier in the chapter, yeah, you can target all of the USA and feasible cool, finding a customer, but that's two hundred and two hundred and twenty million individual. So it's going to be cheaper for you if you go after interest. And also by doing this exercise, you're at copy and landing page and whatnot. Your marketing overall is going to be much stronger and you're going to know exactly how to retract potential buyers when setting up all the different permutation of audiences you want to test within your asset level. And I'll show you right after this, how to do this and duplicate your assets in order to test all these different audiences. So first you want to go after these cold audiences, which are broad interests. So motorcycle coffee drinker, Jim Gore, et cetera. Then another asset would be brand. So another audience would be Harley Davidson or equinox. They're dim goers their name or have a coffee brand, Starbucks, et cetera. And then another option would be influencers. So going after a motorcycle influencer for fitness influencers, et cetera. Another form of cold audiences are lookalikes. It's, you don't know what lookalikes are, who will go over it in more detail in the next chapter. Essentially, they are similar audiences to the ones who reacted to either a video that you've put together. So they've watched a video, you can create lookalikes. So there's similar audiences. Individuals who've gone on your page of HDR interacted with your ad. You can create similar lookalike audiences. And that's the beauty of advertising loads and Facebook wants you have an understanding of what your overall potential avatar is, customer avatar, it's really easy to just replicate this data. So let's go back into the Ads Manager so I can show you how to duplicate and create all these different assets. So let's say that I've created an audience here, top of the funnel warm-up. We'll go over this in the following chapters. But essentially what we wanna do is create an asset so that campaign would stay the same or create an app at set. So in this case, let's say Jim Gore's and we'll do brands. D add Name is fine. We just keep keep it as is. So like we discussed, we want to always make sure that campaign budget optimization is on as, Especially if you're an UV. The following helps you with essentially providing the right allocation, budget allocation to the audience that's performing the best. It takes a lot of the guessing work out, and it really enables Facebook's algorithm to figure out what is working best. So Jim Gore's brands. So we would go down and detailed targeting. And in this case we would write, for instance, equinox for going after Jim gore, SO interests. And so the beauty with Facebook is that essentially you can top here as well suggestions. And it will provide you with additional suggestions Once you've created one keyword. So we can go up to Pilloton, Soul Cycle, perhaps Lululemon, earth leather, Under Armour. The list goes on. So we cut quite a large audience here. You can also include reach. So what reach does, and it really is up to you in this case, I don't recommend that just because then our potential reach would be too broad. You want to keep your potential reach in the 20 million range. You can have it up to 50 million, but 230 million, just too broad. So in this case, take this out. But what it does is that it reaches people beyond your targeting and tries to find individuals who also would be interested in your products. Perhaps what we can do is, since we know that our Avatar is perhaps single and dating, which is why they want to have white teeth. Perhaps we can make this a little less broad. So let's make it, let's say 18 to 44 and already worked 40 million, which is fine. So then. What I like to do as well is narrow the audience further. So we talked about individuals are single. And what that does is that it enables you to really target who your avatar is. So, to go back to our additional interests are different types of Jim, different types of brands, and then individuals who also are single. And as you see now, we're in the 8 million range, which is actually perfect. I wouldn't touch it. So now that we have this outset, so we would go into manual placement if we're testing and this is top of the funnel. Top of the funnel. And we'll go over this in more detail, is individuals who've never been in contact with your brand. So in this case, what I like to usually to do is to just do mobile, et cetera. We'll go into greater detail as to how to set up the odds in the following chapters, I want to show you right now how to set up your audience's properly within the OUT sets. Alright, so let's assume that we've published us and we have the ads already set up. What I want to show you is how you can duplicate this. So here I'll show you again. So let's say this is published. You're going to click here and you want to click duplicate. So it's going to be inside the original campaign. And what we're gonna do now, assuming that we don't have lookalikes yet, is that we are going to create another outset for influencers, let's say, or broad interests. So here we have our coffee. And then essentially we just have to change this to Jim Gore's General. And what we would do so we would keep everything that we have seen so far. What we would do is we would keep everything we have so far and simply take out these interests and put nuance. So in this case, in this case, which are people who are in physical fitness, people who are into perhaps weightlifting, weight training. And then we can hit suggestions, bodybuilding and just everything that comes up. This is the most efficient way to set up all your different audiences within different assets. And also by setting them up within campaign budget optimization, you're guaranteed to find a winner. So to recap, I want you to create a list of potential customers you want to test, just like we did in the previous exercise with the teeth whitening. Answering those two important questions, what problem you're solving and why should customers care? This will help you figure out who you want to go after. But very quickly, some tools I briefly want to share with you as well. If you have data from social media or your website, this will help you get a broad idea who to go after. So let's say you already have a website and you have Google Analytics set up. I've provided the URL. You'll have to go under audiences and interests. And as you see, there's different affinities and kept categories of individuals I could go after. But again, this is rather broad, so it doesn't paint a full story of who your customer is. Another place you can do so as well is on Facebook, on HDR, your page insights. I've provided the URL under your page name. Obviously you need to put your personal page name. And so under insights, you go under people and as you can see, for this particular client page, they have a lot of women who are interested in their product. And again, all of this is broad. So both of these resources like paint a very broad picture, which is why I think it's important to have an idea of who your customer, current customer base is. But most importantly, the beauty of Facebook is that you can go after multiple customers. Facebook, audience, insights plus spine you're on your competition will make all the difference. Facebook audience insight is a great tool to use and supplement with your market research. And especially as you start familiarizing yourself with all the different individuals that you can potential target. Personally, I do this directly in the Ads Manager, which is what I showed you earlier, but I also want to show you this method. I would do everyone on Facebook. And then what you can see is that in the advanced section, you actually can target quite a few different individual. So relationships can target individuals based on their education, their job title, market segments, parents, politics, live events. So this gives you a broad picture of all the different permutations that are possible within Facebook. So you can get ideas as to who you could potentially target. And then here you'll see, okay, so individuals who are single, it'll give you different percentages, kind of job titles, but you'll get insights about different page likes and then Entertainment. Now I've picked something that's rather broad. Let's say that we've learned to pick and interests like we did earlier, physical fitness and their single. So now you can get a sense, okay, so entertainment website, comedian, musician, it gives you different ideas as to who you could potentially target. This is to help you brainstorm and come up with out of the box targeting ideas just so quickly recap. Here are some of the additional tools that you can use in order to create your customer avatar, like we talked about, you can collect information from Google Analytics. You can look at your current customer data from your Facebook page, and also by looking at your overall market racer. Great. So in the next chapter we're going to discuss how you can warm up your audience on Facebook and start getting people interested in your product. 8. STEP 4. Warm Up / Test New Audiences: In this chapter, we're going to focus on how you can warm up and prime this audience into purchasing from you. Priming is key to funnel people into discovering your brand and getting them interested in what you have to offer. You are creating an anchor as they move down the funnel. So before someone buys from, you need to appeal to their reptilian brain, make consumer feel like, Wow, there's brand looks cool. It's expensive. Can I even afford it? Your priming the brain for more to calm? And you can do this by using Facebook at creatives like influencer content, social proof, user-generated content, big video ideas showcasing how innovative your brand or product is. So really the goal is to create campaigns. I will warm up your audience to funnel these people into this cover mode. And then you're going to re-target these people because they've already engaged. And when you, we target them, you're going to have conversion adds. So these are purchase ads at the cart, et cetera. So using the interest audiences You came up in the last chapter, we're going to set up the below and feel free to take a screenshot of this slide because we're going to jump right into the Ads Manager. The first is creating a video view add. What you're gonna do is have a video that's anywhere. I recommend at least 30 to 90 seconds. And what this will tell you is obviously someone who's watched your video 50% and above. They have a higher interest of somebody who doesn't cousin watched your video where you want to make sure is that you get at least 1000. You use these other rather cheap you can get anywhere between yeah, usually it's under $0.05. You pay per video view. So we could do also a post engagement ad. And same idea through the people who've engaged with the ads. We can create custom audiences and also lookalikes. And then finally, and this is something that works well for businesses that need to get leads, is doing a messenger ad campaign. Alright, so let's dive right into Facebook ads manager. So the first thing we're gonna do is create a video view add. There we go. Auction video views continue. So I would commend to you, keep the campaign budget optimization on. Now at sets. Let's do test. And Jim goers, let's say that we're going after individuals who are, who we want to warm up for the teeth whitening since we've been using that as an example. So that would be individuals who are interested in going to the gym. So perhaps they're interested in goals jam. Perhaps they're interested in Equinox and then narrow audience. So this would be the audience that you've already set up. Someone who's single. Alright, so this is a decent amount. I mean, like I said, anywhere between below 5 million and anywhere between five to 10 million. So this would be our first. And then what I like to do actually is do manual placement, especially when I'm in testing mode. What I'll do is I'll do just mobile for here, not desktop because it's cheaper. And I'm going to take everything out. All of these. I'm just going to unselect. I only want to test mobile. And you can keep the Instagram feeds. It's up to you. Sometimes I turn it off simply because then I know it's actually even cheaper. Additionally from that, something I want to mention is that, and we'll talk more about this is that you might want to set up dynamic creator. What I like about dynamic creative is that enables you to test different videos to then, you know, what's performing better. And additionally from that, Facebook does the work for you. So if something is performing better, it's going to serve it more than something isn't. Next few do video, and then let's just upload a video. So I have an example here in my desktop. So we're just going to upload this. And then obviously we have to write something. So, but I mean, obviously this would have to be more engaging and then we have to put a Bitly, let's just put this for now. Okay, so headlines and all that. And what's right, we'll go over that in the anatomy of a great odd and the next chapter. But essentially I just wanted for you to see h2, h1, h2 setup this video views. And so the beauty here is that once you have it set up, then you simply duplicates. Because you already have all this saved. You're gonna do original campaign and now you're going to test a different audience. So perhaps now I wanna go after Coffee Lovers. So test Coffee Lovers were also single. So I will take all this out. And we're gonna do coffee. Coffee. Single, might want to do nerve further dating. Alright, and so we could also include someone who's already also interested in dating. So then that brings it down to 5 million. Alright, so you get the gist of it. Alright, so I'm going to close all this. Alright, so now I'm going to show you how to set up the same idea, but this time for a post engagement add under engagement puts engagement campaign. So we'll call it coasts engaged learning tasks or whatever. The CBO is on new assets. Let's say Jim lovers, just like the other one, single. Dan, I wanna do manual placement. So one thing you might have noticed is that PPE soap was for engagement does not have dynamic creative. So that's normal. Dynamic creatives usually forever everything else. Well, video and conversion adds. And here I'm going to create an ad. I'm going to select media. I don't have anything. Well, let me just select this. This is an old out that I've set up in our old example if setup in the past, and then you'd write your text. And in this case, I mean, so you can put a learn more button. So OK, there's two ways of doing this. Learn more is to warm them up. So essentially you can re-target them later down the line if they've gone to your page. And you can also just test your creative like we talked about in the very early chapter. When I'm testing creative, what I'll do is that essentially I'll just include like different ads with different images so I know what's going to perform better. But for this case, let's just do learn more. And obviously you'd put the URL, et cetera. Specifically here, we will focus on warming up or audience. So what this means is I recommend adding a learn more button. Then you can create lookalike speaks on individuals who've gone to your page, make sure that you get at least 1000 impression. And you can also reach target individuals who have engaged with your post. And obviously we will create lookalikes as well of people who've engage with your post and individuals who've gone on your landing page. So now moving on to a messenger ads and then campy budded optimization recommend that you do that in all cases. Yes, we clicked a messenger is what you want to have sponsored messages is when an audience is already part of your messaging sequence. So they already are part of your messaging mailing list, if she will. So we're going to do same thing lovers of the gym. And then the ad would be right, so I need to figure out my account. But the ad, we would just write something like, hey, welcome to the party. I mean, you have to write something that resonates and I'll share some exemple you guys. Yeah, so essentially I recommend that you do generate leads for this. And then you just essentially create the chat die. You're interested in setting up with these individuals. Pretty self-explanatory. Alright, so let's move on to the next part of the chapter. So just as a rule of thumb, when you're putting together your different tests, audiences and you're going back to what you create in the last chapter, is that you want to have different kinds of Called audiences. So first is like a broad interests. So Motorcycle In our case, we talked about like perhaps Coffee Lovers and whatnot. So then in the second column, if somebody's interested in motorcycle, we'd have a brand's like Harley Davidson and the case of the coffee leveraged the Starbucks, whatever other brands. And then influencers. Who answers, we're into the coffee or influencers or into the gym. So for cold audiences, for the gym example, we would have physical activity or whatever hit exercise brand would be equinox. Or Anytime Fitness and influencer would be fitness influencers is really the goal when you set up these ads is define your winning audience fine, you're winning at set. And also this is a way to warm them up because like individuals who've already look at your content, you can re-target them. So let's go through custom audiences right now. This is the URL that you want to grab in order to look for your audiences. So here I am inside the Ads Manager or another way to find your audiences is right over here, create audiences, custom audiences. And here you can see all the different types of audiences that you can create. So first we're gonna do website. We can do all website visitors. So these are individuals with calm to any pages on our website within 30 days. So usually what I recommend is do 714309180 days, cuz yeah, you can do up to maximum is a 180 days. Okay. And then so see here it gives me the ability to. A look-alike audience. So in order to have good lookalike audiences, what you wanna do is have at least a 1000 people who've gone on your page. Anything below your lookalikes are not going to be as Sir or good. Alright, so some audiences for your website you can create as well, video custom audiences. So we would want to pick people who viewed at least 50% of your video and then you can choose. So these are like different ads that I've done. And then you can choose a specific video and then you would do seven days and then you do the different names. What you wanna do is 50%. I recommend 75%. And then obviously a 100% engagements. So Facebook page is where the engagement is and then people who've engaged with the page, people who've engaged with the post. So this is what you want to do for your post-print engagement. People who've engaged with the specific ad that you've put together. And you would click this and you would put, again, I recommend 7143090 days, et cetera. So depending on how long you've had the add, let's say you've only had that for days. You'd just put four days. Alright, so now let's dive into look-alike. And I apologize, this image is pretty horrible, but I'm going to show you how to set up look-alike. So essentially you go to create audiences look-a-like. So you'd already need to have a source. Either you have your pixels setup or you could do thrown your cost him. Audience who like somebody who's watched a video, like we talked about, somebody who's watched 50% of it, I would have to choose a video, et cetera. Let's see, I'll just choose a random video. And Dan, we're gonna do a video 365 audience. And then yeah. So yeah, that's that's the thing. I don't I don't use this account. This is dumb enough to show you is that essentially most people on YouTube recommend only 1%, but actually, I've seen really good results anywhere between 2% to 5% and sometime even 10%. So location would be United States. Obviously, if you're trying to expand to other countries, that's why lookalikes are so good. Because let's say that you already have a customer base of individual who are ready purchasing from you, then you can expand that customer base and create lookalikes and other countries. So the United States to see 1% is usually 2.4 million. So sometimes you do want to have a bigger audience to work with. 4% would be 9.5. So what you wanna do is create lookalikes From one to 10% as my recommendation. This way you have something to work with and you can do the source, you can do the video views. Oops, sorry. So the source you could do video views. You can pick from your custom audiences, video views, posts, engagement, et cetera. Finally, I want to show you how you can set up custom audiences based on individuals who've interacted with your website. So these could be individuals who added to cart or they've purchased from US who'd go under custom audiences, you'd go under website, and then all of the, all website visitors. So you'd have to person promotes, select the pixel. Data, is actively grabbing this information. And under events you can see from your events page view, view content, Add to Cart, initial checkout and payment and folk purchase, search, et cetera. So if people have already purchased from you and make sure to have dot set out so you can create all these audiences. The data gets better the more individuals have purchased from you. So once you reached a thousand mark, a 1000 people with purchase from you to data will be much better. Obviously, it takes a while to get there, but regardless, so you'll want to do all the different day. So let's say 30 days or you want to do up to a 180 days. So let's say purchase, in this case, 30 days. And so then you can create the audience accordingly. You also might want to do individualism is added to cart in the last 30 days. Add to Cart, Add to Cart, and then we'll do 30 days. And then you can create this audience, and then it's done. Here's an example of how many audiences you could have set up within your AD account if you want to see all the different sources. So it could be websites. So these are individuals who've interacted directly with your website. Facebook events. Usually, these are items from your pixel. And you can also have saved audiences, was saved to audiences are, is when you have a cold interest audience like we set up in the last chapter. So individuals who you like to go to the gym and our single, for instance, whatever other permutations you want to add. If that cold audience is performing well, you can save it so you don't have to recreate it from scratch every time. And when you go under saint audiences in your ads manager and you're creating the ad, you can select it easily. So something else to keep in mind. So your assignment for this class is if you don't have any data, is to create all the different ads to start warming up your audience. And the other chapter we're going to go over as well, the purchasing funnel. And then if you already have an audience, then put together all these different custom audiences and look-a-like. Because The following is what's going to help you scale and enter them into the middle of the funnel. Let's go over all of this in this next chapter. 9. STEP 5. Set-up Your FB Ad Campaigns: In this chapter, we're going to discuss how to set up a profitable Facebook ad campaign. This is what will set you apart from your competition. And part of that is understanding that not all customers are created equal. It's understanding the power of the purchasing funnel. Someone who has never been in contact with your brand is less likely to purchase from you than somebody who's already seen video highlighting the benefits of your product. So not all campaigns, as a result, have the same purpose because you need to first prime your customer, like we discussed in the last chapter. And once they've watched a video, they understand the benefits of your brand. At that point, they will consider purchasing from you. And hence, you can go into further details about the products, perhaps provide discounts, et cetera, and what the purchasing funnel is, there simply steps describing the cells process from start to finish? The term funnel is used to represent the bath your audience takes to purchase from you. And so an effective marketing machine and please, you must understand each stages of the funnel. It first starts with awareness and either the campaigns we setup in the previous chapter. In this stage, people start becoming aware of your brand or product and you're priming their brain for more with video ads, books per engagement, et cetera. Next comes the consideration stage. It is at this stage I, you begin to strengthen your relationship. The customer, as has already developed a more specific desire to explore your company. They want to know about you, your products and services, and how they can benefit them. At this stage, you can start serving your audience. Conversion adds when you have convinced your potential customer that your product is something worth having. At this time, you can reel them into making a purchase. And this will be the bottom of the funnel. This is where you need to make it clear why buying from you now is the best option and how easy it is to make a purchase through your online store. You might be wondering at this stage, how do I apply this concept to my Facebook ad campaigns by structuring your ads using a purchasing funnel model, it enables you to know where people are within the funnel and serve them ads accordingly. And what we're doing here is that we're priming cold audiences and anchoring dam to go through the middle of the funnel and the bottom of the funnel, top of the funnel. This is where you will be targeting cold interests, audience lookalikes. If you have data, no big deal if you dont an overall broad audiences. This is what we did in the last chapter. Now middle of the funnel, this is where you're going to be targeting individuals who've already viewed your videos, individuals who've already engaged with your page and bottom of the funnels. These are people who have event on your cart, people who perhaps purchase for you from you in the past. You're essentially retargeting individuals. Let me show you the kind of ads that I serve based on where my customers are in the funnel. And this is for a company called launched top of the funnel cold audiences, I will usually serve video or user-generated content. These are influencers or testimonials of individuals showing the benefits of my product or the brand that I'm promoting. Then you have middle of the funnel. At this stage, I like to focus more on sharing more information about the product and testimonials from other customers. And then bottom of the funnel, at this stage I've focused on the offer and also shared coupons to get them through the final stage to make purchase. So let's open Facebook ad library in order to see additional examples. And I highly encourage you to bookmark Facebook ad library so you can have references of different as your competitors are running so quickly. Let's go through their ads. Anything that has video or individuals showcasing the product, those are probably top of the funnel. Adds, essentially they're warming up their audience here. And I would say these are definitely bottom of the funnel. Adds D's are clear call to action, as you can see, Last Call, $9 haircare, encouraging people to finally purchase from them. Really, doing your research and knowing what your competitors are running will make all the difference as you will be spending less ad, budget money and you'll have better data as to what works and what doesn't work. Now let's go back and further dissect the account structure. You might want to take a screenshot of the following. We've already gone through this, but so you know, these are the audiences we should be targeting. So top of the funnel campaign, hold interests, broad audiences. Look-a-like campaign objective would be VideoView post for engagement, Facebook Messenger. You can also have conversion campaigns, but personally I recommend this if you're a little bit more advanced. Now, middle of the funnel campaign, these are individuals who already viewed your videos from the top of the funnel campaign. Individuals who've gone on your page. So are individuals who engage with your social media posts. These individuals will be retargeted and the campaign objective would be Add to Cart initial checkout or purchase. And then finally comes the bottom of the funnel campaigns. These are individuals who perhaps abandoned their cart, passed purchaser pageview retargeting. So essentially you would in every case you're retargeting. But what I mean by that is you need to ensure that you're segmenting these individuals audiences by day. So for instance, somebody who abandoned cart, you want to sequence it out. Somebody, anyone who's, who abandoned their cart from the first to four-day, you're going to sequence them out. They're going to become one specific group. Anyone who abandoned their cart from day four to day ten, you're going to sequence them out as a different group. And all of this happens. Custom audience, like we discussed in the last chapter, let's dive in into our Facebook ads manager. We're going to review how to set up your first middle of the funnel and bottom of the funnel campaigns. Let's create a middle of the funnel campaigns. So create conversion, continue. We're going to call this campaign middle of the funnel. You can put whatever you want. Conversion doesn't matter. Then we're going to scroll down. Keep campaign budget optimization, I recommend you do. Then you click Next. You add set. We're going to call it the same thing except here we're gonna say, we're gonna specifically describe the kind of audience that were going after. So these would be the video viewers mixture to turn dynamic creative on. This allows you to have multiple creative to test from. Here under a custom audiences is where we're going to look for our video viewers. In this case, I have it here. So this would be under custom audiences. Leave everything as is, because you want to make sure that you're targeting as many people as possible and any other recommendation is to keep this under automatic placement. Because this is going to be a smaller audience. You want to ensure that they have the opportunity to see your ads across the larger audience Network of Facebook. Now you can surely click manual placement and decide where you want to put it. My recommendation is to keep it as automatic placement. Then we're gonna click Next. Now this is on your ADH level, which we'll go into greater detail in the next chapter. And this is essentially where you would set up the Add, select different images, include primary texts, website URL. Why I like to use bitly, it's essentially a URL shortener. It's makes it easier for me to grab a URL. So let's say this is a product on promoting. I would simply included law. I think I've already do that, but I would essentially included here and then create the URL. So then I would copy it and just include it here. There you go. And then I would publish it. Makes sure that your call to action as well as shop now. And there you go, you can publish. So now let's move on. I'm going to close this. What you do want to do as well as so here's all the different times, by the way, if you're not familiar, but here in the asset level, since now we're only testing video views. You want to click duplicate. Original campaign? Yes. And what you want to do at this level is this is a copy. We wanna go after individuals use Dawn Page engagement, right? So this is going after a different audience. And the reason you're doing that is because this way you're gonna know specifically. So Instagram engagement, so let's just put this and then you'll keep everything as is. Even the ad is going to be exactly the same. The reason you're doing that is because once you are in the optimizing phase, it will be easier for you to know which audience is performing better. This will tell you perhaps video viewers are engaging better and performing better than individuals who've engaged with your Instagram posts, let's say. Now, let's set up a bottom of the funnel campaign. Same, it's going to be a conversion campaign. We're going to call it Bo Fu. We're gonna keep the Cup campaign budget optimization at 20. I mean, again, this really depends on your budget. Now, we're going to call this both foo. And we're going to, at this point I would have to select a pixel. So the pixel would be purchase. Dynamic, creative. Continue. So make sure your pixel is in place. So this would be a purchasing campaign. However, I want to show you, you can have also initial checkout campaign by selecting this pixel. You can also have an ATM card campaign by selecting this pixel. So anything that is highlighted here, you can go ahead and pick. And this would be, I mean, these are all the different options for your conversion campaign, so I like to have purchase. And then under custom audience we're gonna go and select all the individuals you saw the teeth whitening page, let's say in the last seven days. Automatic placement. Make sure that you also get this out. Click this off, reached people beyond your detailed target. You don't wanna do that. This is telling Facebook that you want to target people beyond your group and you definitely want to keep it within your group. Now we're gonna click Next. You'll select your page and we're going to call this book foo. And then you'll select all the different images accordingly. And also include the URL, which would be, I mean, obviously you'd have to grab the proper URL, but go and added here and then here. Shock now as well. Got it. And that's it. You publish it. The goal of this chapter is for you to start setting up your campaign structure like we just discussed. Setting up all the different objectives. Having all your audiences are ready, pre-populated, and making sure that you added them as well under custom audiences. Now, your next step will be to start brainstorming about all the different Facebook at Creative you'd want to run based on the research that we did in the earlier chapter. So I'll see you in the next chapter where we're going to go further into the anatomy of a great Facebook ad. 10. STEP 6. Anatomy of a Winning Ad: Let's go through the anatomy of a great Facebook ad. We're going to dissect each component of Facebook ads from the headline to the text, to the image. Discuss how you can grab the attention of your customers. I also want to refer you back to our chapter on research as doing the proper amount of research is not only going to help you come up with different angles, but also different kinds of creative. The more time you spend doing research and familiarizing yourself of what works, you'll throw or getting a graph of what that winning formula is in order to convert customers and to potential buyers. So let's take into the chapter. The question we will answer in this chapter is how you can create winning Facebook ads. One die, grab people's attention. Ones that get people to engage. And most importantly, once I get people to take action. So when putting together, your goal is to stop people from scrolling down their feed. You must capture their attention. He must get them to engage. You must get them to comment slash time, they're friends. And then you need to create some form of urgency so they feel compelled to take action right away. Because when you're doing so, you're going to be telling the Facebook algorithm that you're ad is relevant and your overall cost-per-click will decrease, meaning it will cost you less to show your ads. So I'll be sharing some examples shortly. But before doing so, let's dissect what matters when creating a winning Facebook at psychology is your base, just like tomato sauce is too great pizza. It will inform what kind of image video messaging to use. This is where as a marketer, you get to flex your creative muscle, having the right angle and understanding the problem slash motivations of your customers. This is why I can't stress enough the importance of research. Fortune 500 companies spend millions on marketing research. Your advantage is playing on your competition and see what works for them. So really don't have fast your research. If you need to go over the chapter where we go over research again. The next most important thing is your image slash video. Simply because the human brain processes visual content faster than text. The more appealing it is, the more effective your Facebook ad becomes, Makes sense, right? Right after that is the message. Your messaging should further drop people into your offer. This is where you perhaps further explained the problem that you're solving or explained why they should be clicking on the Add. Finally is the headline. Headlines can do a lot of convincing when Don Ray, you can employ different techniques like writing apps, headlines, such as sparking a sense of urgency or using an active voice, always keep the headlines short and catchy. And then you have your CTA button, which is essentially where it takes people to the ultimate destination, which is your website. Facebook offers different options for your call to actions, such as shop now synopsis, pride book now Contact Us, et cetera. Don't worry, all this is available when you set up the ad. So two books that I highly recommend to help you refine your big ideas and copywriting skills is Todd's Brown, how to find your big marketing idea and the copy writers handbook, I think Tom's Brown book you can actually downloaded for free or at $7. Really a great read, which will help you further refine your different offers. Let's move on to examples. Shall we? Each peripheral ads have the following mechanics in place. Attention, interests, decision, and action. Let me share a great ad from Dean grass. Use a real estate slash business coach. Immediately, you see the red $7 banner, which catches your attention. The picture shows dean with a few recognizable successful members. And then finally, you read the powerful message. You can buy an overpriced cup of coffee or you can join a high level mastermind. Now, this ad grabs our attention with a red banner. It also peaks or interest with a photo of well-known entrepreneurs showcasing the benefits dot obviously a $7 membership is more valuable than paying for someone. It's coffee at Starbucks. So a very powerful message encouraging action. This example, let me preface by saying, I'm not bringing up politics. The only reason I'm sharing this odd is because it's a good example of what a powerful ad looks like. Again, the same mechanics are in place here. A tension, interests, decision, action. Trump's team is using very clickbait images and copy this image if sensational and will trigger people to click. So it's a photoshopped image of Ben making him look sick. Next, the messaging, the elite versus us, everyday people, sleepy Joe Biden has the support of mainstream media and Hollywood elites. And finally, action donate, if you are on our side, why does this work? Simply because it taps into basic human psychology of belonging, us versus them. Let's review this ad from Under Armour. D choose an angle for their product that makes it looks sexy. Don't you want that sneaker? Just by looking at that picture, you can clearly see the bottom part inside of the shoe while getting a glimpse of the overall design. Also notice that in this image right behind you see skyscrapers in the background. This is just a way of depicting the idea that their shoes will lift you up. Now, it's very simple copy. The image is really powerful here. And again, it just tops and tubas psychology. Wow, the shoes really cool. There's skyscrapers behind. It makes me feel special, elite, part of a special group, et cetera. So I'm more likely to click on this. Finally, I just want to share an ad from SEM ovens. He's a business coach and his ad work well because he always goes against the grain and he's almost poking fun at everything else that is out there is 0 lambda 0 j 0 gimmicks. It's against the grain because we're usually used to guys with their Lesbos telling us that they found the formula to getting rich. So this immediately catches our attention and also he's setting himself as an expert because he's confident enough to go in and promote as services without the Lamborghini, the jets, et cetera. So when it comes to creating your ads, I wanted to share a few tools, pixels and unspliced.com highly recommend if you want beautiful free photography. And then you can supplement this by using Canva, canva.com where it provides you different templates and it's fairly easy to use. You don't need to have any Photoshop skills to ads manager and I'm going to share with you how to set up dynamic creatives. We are inside our Ads Manager and what we're gonna do right now is great conversion adds with dynamic creative to purpose is to test multiple creative to get a sense of what will perform better. And this is a more efficient way to be able to test multiple creative because back in the day you had to go and do this manually. So we're going to test the real estate industry as I've already pulled different types of images, we're gonna keep campaign budget optimization. So Facebook will be allocating the right amount of money to the outset, so the audience that's performing better. Then we're gonna click next. What we're gonna do here is we're just going to call this real estate broad audience. Make sure you include your pixel. I don't have one, in this case, dynamic creative. So this is what we're doing. We're gonna provide different elements and headlines. And what Facebook will do is that a will serve the best-performing trade of two are different audiences. So here really quickly under audiences we're gonna put individual or interested in rail states, hey, that's quite a large audience that we're going to narrow it further. We're going to do new parents because usually you parents are interested in getting a larger house. So we're gonna do 0 to one model. We're gonna do parents with toddlers, parents with preschoolers. So we're about at 2 million. So this is broad enough. We're gonna keep this. Make sure to take this off the reach. So okay, let me add a little bit more. We're going to individuals who are interested in the housing market. We're going to include real estate investing. And the good thing is when you add suggestions, Facebook will provide you with different suggestions as well, property, house hunting. And you can add all of this for sign buyer, et cetera. Okay, so here we are. We're going to do manual placement for this just simply because when I'm first testing an ad, I always like to do manual placement. Once I know that an ad is winning, at that point, I switch it to serving and all the different platforms. And also when I'm doing retargeting because I know at that point that it's performing well, so it's not going to eat up my budget. I'm going to press Next. We're going to write real estate. Then you just want to include their name. Other audience doesn't matter. And okay, so this is where we are and we're going to set up. So in this case we're gonna do single image or video. So I'm going to select all the images that I want to be testing. I've saved them here under examples. So here all the images I, I can only test five images. So 12345. So let me select these five images, continue. So these are different images that I've grabbed from doing my research. Obviously, you'd have to have your own images preview on, okay, so URL, okay, so I want to show you this as well. This is an Excel sheet that I usually put together in which I have all the information that I need. So it includes all my different copy variation, that type of CTE I want to put in this case we're going to put learn more. And then the bitly URL data have additional information as far as like the audience, a URL. So this is a long URL. So I know exactly the different copies that I've performed better and this is a way of keeping my sanity of fuel. So in this case, we're going to put the URL right here. For primary text, I have a few options. So this is the first option that I've written. So obviously you'd have to take the time to write all these different options and then you just add another option. And essentially the beauty of already having all this set up is I can simply just copy and paste. So now what this is gonna do is that this primary text is going to be served with all these different messages and it's going to try multiple permutation. So it's actually way more efficient than it used to be, where you had to sort of do all of this manually. We'll just do this and then you can add up to five headlines. So this is great. Yeah, so the headline has to be something that's a call to action, if she will. I also like to include emojis the following helps description. It's really up to you. I mean, sometimes I use it, sometimes I don't. And then all you'd have to do is press published. So this is great. Essentially the dynamic creative enables you to pick multiple images along with including different primary text. It's this part right here. And then you can test up to five headlines as well. What's great about dynamic creative is that it enables you to test up to five different version of primary texts. And a will take the best-performing image and the best-performing text and put them together. You're doing a multi-variable tests within your ads. This is the most efficient way to test that. Alright, well that's it guys. Congratulations for finishing this chapter. At this point, you should start pulling your different creative assets, whether video or photos, along with start writing up to five different options of your primary texts and headline. Put them in an Excel sheet or Google excel sheet, so you can have all of it ready to launch. Congratulations. In the next chapter we're going to go over optimization and scaling. 11. STEP 7. Optimizing Your Landing Page: In this chapter, we're going to discuss how to optimize your landing page. It's actually as important as your Facebook ads. There's such an emphasis on the ads that we tend to forget. Well, in order to get conversions, people to purchase or people to provide us with our e-mail address. We need to ensure that we have all the prerequisite to a great landing page and having a great offer. So let's dive into the chapter. Congratulations, you've set up your ads. People are clicking through pretty time, well you would think. But now let's make sure that these individuals are actually converting into potential sign-ups or purchases. Your landing page is just as important as your ad. And a great landing page will determine whether or not your potential customers will convert. It's the final piece of the equation, if you will. So let's discuss first some of the platforms I recommend you use to create your great landing page. C. I personally hate WordPress, which is why you don't see it in the list. I find it extremely outdated. If you're gonna do e-commerce use Shopify. Shopify is widely used now throughout the e-commerce industry. You can also use an app like zipper phi, which is a plug-in that you can add on within your Shopify store if you want to create a more complex landing page. So this would be for any sort of winning products that you have. You can add additional testimonials and whatnot. So make sure to keep the following in mind. Finally, if you're running a consulting or any form of Lead Generation offer, you should use lead pages or click funnel, preferably, I likely phases. It's a little less expensive than Click fun all click funnel is expensive, especially when you're starting out. You might not use all the bells and whistles that hook funnels provide. So let's go through the anatomy of a great landing page. Your page must be simple and draw the attention on the call to action or whatever it is that you're selling. The goal of your landing page is to further create a want for your customers to buy. You also need to provide credibility and give some form of urgency. Your page must be simple without a lot of visual clutter. So a great landing page must have an attention grabbing headline. This can be the same headline that you've used in your Facebook ad like this example, saved thousands on repairs, pretty self-explanatory. I know the type of information I'll be getting through this landing page. Next, you want to feature the interests plus the benefit. So you can further draw your customers into the benefits of your products. This is how you draw them in. Third is desire. And overall, social proof. This can be done through trust badges, but also most importantly, testimonials. In this case, we don't have testimonials. Butts out would be actually something nice to have within this page. It probably would've helped them get higher conversion rate. Now, everything needs to be above the fold. And what that means is that whether your desktop or your mobile, it's the first thing that you see. So above the fold, you need to see the pricing or the call to action button, which in this case is get your free quote, As you can see it, that habit above the fold. And they have it down in case you scroll down and you've read the entire landing page. And you also might want to consider sprinkling and some scar city. Scar city compels your landing page visitor to act now because they know they might be missing out if they wait. So let's review snow teeth whitening, landing page. This is a good example. If you're selling a product, Aren't you compel just by looking at it with all these images of different influencers using their product. As you can see, they have the product name on top with the price. And you can see the order now button which is clear and as above the fold. In this case they have a green, but you can test different colors. Orange and red also perform oil interests, features and benefits you have under the fold. You also have a description right after the name of the product. Then you have, as you can see, the five-star testimonial review, which are right on top, right over here, as you can see. And then this shows you if you scroll down all the different celebrities that have used it. So you definitely have trust with all these different celebrities and their review. And obviously important here, order now and then they have additional benefits and features. And were they further detail what's included in the packet? Now, when building your landing page, you need to keep into consideration that speed matters. Your site must load within three to six seconds. I recommend you use something like JT metrics.com to see how fast your landing page loads. If it's above six seconds. Couple of things that you can do. First compress your images using something like s0 PNG.com. Because a lot of the time by simply compressing your images, you can drastically change of speed of your site and how facets loaded. Next you can use something like cloudflare. So optimized caching. If you have lots of content that needs to load and a developer can easily help you set this up. Finally, this goes without saying make sure that your landing page is responsive. Always. What it looks like on mobile as a majority of your traffic is going to come from mobile base on the tactics that I've shared in this class. Next, you want to use heatmaps and multi-variable testing. So let me ask you this. Would you go to a new destination without a map yet, it baffles me how many people create landing pages without having a heatmap in place. You want to know what your audience is doing on your website or the hesitating when they see the price or they're reading the headlines, you need to have this vital information so you can figure out what their hesitating on and optimize your page accordingly based on your findings. So I personally use Hot Jar depending on my client and their budget, how jar is more cost effective and it's easy to install. It will create video recordings for each of your websites visitor. This way you can review each of them and sort out exactly where the blocks are coming from. Is it the price? Is that the checkout process, et cetera. Additionally, you must include multivariable testing. You want to test different headlines, the front images on your landing page. You can also change the body and copy and run all of these multiple tasks to see what elements perform better. Use tools like mouse flow are Vw. Oh, they're super easy to set up and they will help you understand why your customers aren't opting in. Purchasing from you. At this stage, I would like for you to test the speed of your landing page. Accordingly, set up your heatmaps for multivariable testing software. So you can start recording all the instances of your website visitors and start understanding why they're hesitating, why they're converting and what you can optimize. See you in the next chapter. Congratulations, you've set up your asked people are clicking. Let's make sure that we convert into purchases. Sign up page is just as important. Your landing page is just as important as your adds. A great landing page will determine whether or not your potential customers will convert. It's the final piece of the equation. So let's discuss some of the platforms I recommend you use to create your landing pages. I personally, he Wordpress. I've seen it's completely outdated. I just don't recommend I use WordPress. If you're doing e-commerce, switch to Shopify, it's extremely easy to use. It's a must. And you can add an app like zippy phi to create more complex landing pages for your winning products. And this is, again. When you're ready to take a product, that's a winning product and scale it. Now, if you're running Consulting offers or anything that requires lead generation, will lead pages is a cheaper option. Or if you're ready for lead page is usually a cheaper option, or you can use click funnel. Overall, your page must be simple and draw the attention on the call to action for whatever it is you are selling. So let's go through the anatomy of what some of the features of a landing page. Let's go through the anatomy and some of the features that must be included within the landing page. The goal of your landing page is to further create a want to buy, provide credibility, and give some form of urgency. So your page must be simple without a lot of visual clutter. And you need to include first and foremost and attention-grabbing headlines like you see here, saved thousands or repairs. This can be the same headline you use in your Facebook ad. Second, you need to, second, you need to feature. Next. You want to feature. Next. You want to go into greater detail as to next, you need to go into greater detail as the benefits. Next, you need to go into greater detail as the benefits of your offer and why I should be interested and clicking through. Next, you need to go into further detail as to what are some of the benefits of your offer. Finally, you want to create some sort of desire by having trust and social proof. Have either trust badges in this case. And the other page I'm about to show you, you'll see plenty of testimonials. And then you want to have a call to action in this case is get your free quote. It needs to be above the fold. Your call to action always needs to be above the fold. So make sure that you, your call to action always needs to be above the fold. In this case, you see it. In this case you see it twice above the fold and then in the bottom of the page in case somebody scroll down. Also, you might want to think about sprinkling and some form of scarcity as scarcity compelled your landing page a visitor to OK, now because they know that they might be missing out, Let's review snow teeth whitening is landing page. This is a good example. If you're selling a product, Aren't you compiled, aren't you compel to buy just by looking at their beautiful landing page with plenty of celebrities and testimonials. Well, first and foremost, I want to mention that you always need to consider your customer avatar. First and foremost, I wanted to, first and foremost, I want to mention that you always want to consider your customer avatar. You need to have an understanding of what you eat. You need to know what your customer wants, what problem you're solving. This is, this is going to help you as far as this is going to help you select the right images, messaging that will speak to them. Obviously without, and obviously it goes without saying a will also incredibly helped you when it comes to grading your Facebook ads. So as you can tell, they included the product name with the price. There is some form of interests where they go into greater detail as to what the benefits and features are. They also have Trusts, as you can see with all the different influencers with our product. And they have really clear order Now button, which is in the top. Now order now. Now the call to action, you usually it's recommended to use either a green or orange. And this is something that you can test and we'll talk about this in the next. For your call to action, some of the colors I usually work well is either green or orange, depending on your overall theme. But it has to be something that call, but it has to be something that's really obvious and that it has to be a color that's very obvious. And it has to be a color that's very obvious that people can read easily and they know exactly where they should be clicking. Now, speed matters. Your site must load within three to 6. Second, I recommend that you use JT metrics.com to see how fast your landing page loads. If it's above six seconds, you can first compress your images using tiny PNG.com. A lot of time by simply compressing your images, you can drastically change the speed of your site. Next, you can also use something like Cloud fair to optimize hashing. And this is if you have a lot of content that needs extra load time and a developer can help you set this up. Finally, this goes without saying makes sure that your website is responsive. Meaning that at worst, and mobile and tablet as a lot of your traffic is actually going to come from mobile, especially with the techniques that I've shown you in this class. Now you must use e. Now you must install heatmaps and multi-variable. Something else to consider is that you must use heatmaps and multi-variable testing tools. Would you go to something else too? Something else to consider is that you must use heatmaps and multi-variable testing tools. Would you go to a new destination without a map? Yet it baffles me how many people create landing page without having heatmaps and place. You want to know what your audience's doing on your website or they hesitate. It's absolutely required that you use heatmaps and multi-variable testing tools. Would you go to a new destination without a map? While it baffles me how many people create landing pages without having a heatmap in place. You note. It's imperative that you install heatmaps and multi-variable testing tools. Would you go to a new destination without a map? Yet it baffles me how many people create landing pages without having heatmaps in place. You want to know what your audience's doing on your website, or they hesitating when they see the price, are they reading the headlines? You need to have this information so you can figure out where they are hesitating and optimize your page based on your finding. I personally like to use Hot Jar. I personally like to use Hot Jar. Get an idea of I personally like to use HUD chart as it enables me to get prerecorded sessions of all my different. I personally like to use Hot Jar or TWO depending on my client and our budget. Qajar is more cost-effective and is really easy to install. It will create video recordings for each of your websites visitors. This way you can review each of them and sort out exactly where the blocked is coming from. Is it the price is that at checkout? And this way, you can optimize this area of your site accordingly and test different version. Additionally, you must include multivariable testing. You want to test different headlines, different images, different colors for your call to action buttons, like we talked about, whether green or orange. You can also change up the body of the copy, run multiple tests to see what elements perform better. So a tool that I recommend is mouse glue, its little cheaper and it's an alternative to vw. Vw. Vw has a 7-day trial which you can use, but then it gets really expensive, really fast. Either way, these tools are actually extremely easy to set up and they will enable you to understand why your customers are in purchasing or opting in. So for this, So before moving forward at this stage, I want you to test the speed of your lining page and search for setting up your heatmaps and multi-variable testing tools. So once you start launching your campaign, so once you start launching your campaign, you'll be able to gather data rather quickly on what's working and what isn't working. Let's move on to the next top char about scaling. Let's move on to our final, Let's move on about our final chapter. Let's move on to our final chapter about, let's move on to our final chapter. Let's move on to our final chapter. It's all about scaling and optimization. 12. STEP 8. Optimize Your FB Ad Campaigns: Understanding Your Metrics: Let's discuss how you can optimize your Facebook campaigns. Optimization is a sherry on top. This is where you get to review the performance of your ads and determine if they're keeper or if they can be optimized, or if they're simply eating up your precious media budget, your overall goals at this stage should be to increase your return on ad spend. So this is a marketing metric that measures how much your business earns and revenue for every dollar spent on advertising. Usually want to keep this above a two, depending on what your product is. And Facebook will provide you with this metric inside their dashboard. Then you also want to lower your overall cost per acquisition, which is the cost to acquire a paying customer. So before you start, you have to figure out what your break even points are. And really quickly, we're going to discuss how you can calculate this. So this is really rough, but let's calculate your break-even point with the assumption that you have a product that retail prices for about $50 and it costs you about $10, you're left to about $40. So $40 is your marketing budget, a break-even point as to how much you're willing to spend to get a customer. Now, at this stage, I'm simplifying it by all means because you probably would have other expenses as you're retargeting ads and whatnot. So you have to keep that within the equation. And additionally from that, this does not include the potential of the lifetime value of your customer. So this is assuming that they would just purchase once, because obviously when somebody enters your email list, then you have the opportunity to continue selling them. And so that becomes another set of calculation. I just wanna give you a rough idea. Now, you will need to calculate what your cost per acquisition is. I've included a calculator and a great resource that you can leverage in order to sort out all these different metrics. Because these are going to be your breakeven point, which will help you know, when you're looking at your cost per purchase, whether or not you should stop the ads or if you can continue running them, because obviously you want to see profitable. Now some of the key metrics that you will need to continue monitoring to look at the overall health of your ad accounts include cost per Add to Cart. So you want to get a sense as homage costing you for individuals to Add to Cart. Also your cost per lead. This is going to help you see if the campaign that you have in place, a fit has potential to be scaled if they haven't purchased yet. You also want to look at your cost per impression. Cost per impression is how much it costs for your ads to be shown to a 1000 individuals. Now, during the holidays or when we're going through an election, usually those caused go up if you're ad is not targeted to the right audience, your cost can also be extremely high simply because the audience. You're reaching as just not interested in your ad. You also wanna look at your overall cost-per-click. So how much it's costing for individuals to click on your ad and this would be cost per unique click. And then, like we discussed, your return on ad spend and ensuring that your campaign as profitable. So a couple of rule of films before we dive into the Facebook ads manager, in order to tell whether or not your Facebook ad needs work. What I like to usually look at is my cost-per-click. If it's below $0.90. And let's say that I also have individuals, you add it to a cart and thus also applies for leads if you haven't below $0.90 and individuals are starting the process of submitting their information, then you know that the problem potentially could be where your landing page if you haven't gone a conversion after your breakeven point. Now if your CPC, your cost per link click is rather high. Anywhere between a 1.50 usually and there's no post shares, so nobody is sharing the content. There's no engagement or there's no Add to Cart as well, then you know that your ad is not speaking to your audiences. It could be two problems. One is the actual ad itself or product does not resonate, or it's not targeted to the right audience. Usually it's the first problem. The ad is not resonating. Let's open Facebook ads manager. We're inside our Ads Manager at the campaign level. Now let's discuss how you can start going through all your different metrics. I recommend that you click on a campaign you're interested in further dissecting, go at the asset level. And then as you can see, there's different columns. So usually if you haven't touched your ads manager a will be at the default performance. What you want to do is customize the following because it's missing lots of important information. We're going to customize, uh, right now, customized column. What you want to also include is CPM. So cost per 1000 impression, you want to include post share. The following is going to enable you to get a sense as to whether or not people are interested in the product, if they're sharing, obviously there's an interest. You want to add, add to cart at the cart total. And I like to do Add to Cart unique costs as well. You can do this as well with leaves if you're running lead ads and signed not doesn't give me the options. So either adds a card if you're e-commerce or lead if you're doing offers. Now the next thing you want to add as well is CPC. So cost per link click along with ROS. So purchase, return on ad spend, Apply. And now another thing I wanted to show you is that you can set the following as default. You can create whatever name so you don't have to do this over and over again. Now let's go through all our different data. First and foremost, CPC, This is going to tell me whether or not my ad as relevant, like I mentioned before. And now let's not get too caught up because I've seen CPC that are around 150 and I'm getting conversion and the ad is profitable. So we have to be careful when we make these decision. What's going to help you tell you that story is. For instance, this CPC is at 74 and you see there's two Add to Cart. So I know that even though it's a little higher than some of the other ones, I wanna keep this running. This one's that's 51. But I I mean, I have one posture but I haven't had any website that's a card yet. So if anything, I probably would want to optimize this one versus this one. Now, another thing that's helping you tell the story as well is actually looking at your cost per unique at the cart. You can tell out, okay, So this is cheaper getting an add to cart that $17 versus in this case, even though my CPC those 56, I'm getting it out to cart for $19. So obviously, I'm more interested in continuing with running these two ads and perhaps killing these two other ones. Now, purchase ROS to 99. I know this is performing well. It's above two. Again, I have to make sure that even though I have to do to due diligence of looking through my calculator and making sure that I'm at the breakeven point. So even though I did mention that usually you want it, you want to be above two to be profitable, you just have to make sure that this is accurate information. Now finally, I want to show you the CPM. So the CPM, The reason I like to look at this is because it tells me whether or not I'm targeting the right audience. If the CPN is under $20, I know that I am, and there's not as much competition anything that's 50 ABAB. And it does happen in some industry like real estate or even lead generation and anything that's financial services. It's fine. It just really depends on what your cost per acquisition is. Now this is why personally, I like to sell products that are usually anywhere between $40.50, anything above, because it's really hard to be profitable when you're selling something that's just $10. Now, something else that I would like to share is post share posterior. Tell a great story as whether or not there's interest in your ad. So this is something you want to look at as well along with CPC. So now that you've done the due diligence of understanding all the different metrics. I also want to show you this breakdown column. The reason I like to breakdown column is that it tells me by delivery. So either age groups, gender in this case, Emily targeting women, location counts, country in this case, I'm only targeting the US, as you could see it tell me different information about the group of individuals that are actually purchasing. So if I break down by age in this case, you can see that individuals who have purchased or actually females 45 to 54. So what I could do is duplicate this, add and create an asset that's strictly targeted towards this demographic. This is just an example. Now, you can also do if you go at the add level here. So let's clear that breakdown. So this is the asset column and this is the add column break down. We're gonna do dynamic creative. So in this case I have dynamic creative. So I'm, I'm serving multiple images and multiple text. But if you do this breakdown and let's say in this case I only have two images running, but I can tell, okay, it's while this image is performing better as I have to post share, while this image is also actually performing descend because hey, I have two website to cart. But if you had, for instance, a new image that doesn't have any post share or at the cards, then, you know, you might want to Nixon image. Now you can do the same with texts to get insights as to what's performing better. Okay, in my case, it seems that this text is doing much better as I've had to website Add to Cart and a purchase. So that's actually what I'm most interested in. Posters are, okay. But it doesn't tell me as much of the story as somebody who's obviously purchased. So this is, this is the nitty-gritty of what you want to be looking at when making a decision as to whether or not you have a winner or not. If you have a winner, you know that you'll have website Add to Cart. You'll also look at your overall cost per unit at ACT to cart. You want to ensure that you are being profitable. So looking at your ROS as well, these are actually the two most important metrics. Now, if you are in the negative, you know that you have to go back to the drawing board. So if the CBC's are rather high, your ads aren't working. If your CPC art a good place, but you're not getting purchases. Either your product is flat, flawed, or your landing page is congratulation. We're finished with this chapter. So what I want you to do is set up your custom metrics, your columns inside your ads manager. Click on the performance column and then customize it to include your cost per impression, your CPC cost per link, click your post share, Add to Cart cost and ROS. I'll see you in the next chapter. 13. STEP 9. Scale & Grow: In this chapter, we're going to discuss how you can grow your business even further if you're having a healthy return on ad spend and have a winning campaign. So at this point, you should have all your custom audiences are already set up. So this is your warm traffic of individuals who either have watched your videos and engage with your ads are gone on your landing page. You should already have an understanding as well of audiences that are profitable for you. You've looked at your metrics and you know which audiences have a positive return on your investment. So a positive ROI. So something that's above your break-even point, usually anything above two is a healthy ROS. You're ready to scale. So how can you select your winner? Let's quickly review. So you would break down each of your campaigns to see which adds said have a positive ROS. You want to determine as well which audiences are performing better. Is it your cold audiences? Is that your lookalike, audiences, et cetera? And finally, you want to know which permutation of your ad is performing better. Therefore, I encourage you to go back to our last chapter to revisit, to read your analytics and break down your ads, and look at the ROS column to get a sense as to what is profitable for you, there are two ways that you can scale your campaigns. The first one is by adding more budget to your winning campaign. I usually recommend that you increase your ad spend by 20% every day to ensure that you stay profitable throughout. And the good thing is that when you do campaign budget optimization, it helps you to stabilize your campaigns because a lot of times prior with Facebook, you can have really good days and really off. But don't get discouraged. You need to look at your data throughout seven days to get a sense whether or not the campaigns are working for you. So you might have a day that's a little slower, but then the next day you should be profitable as long as you're breaking even throughout the campaign, you know that you have a winner. And another way to scale as well is to go after or larger audience. So either by expanding your look-alike, so perhaps going after a five or ten look-alike size instead of the one or two that you have set up within your ads. You can also go after completely new segments. So completely new audience, a cold new audience that is, or you can also go after an international audience and you can easily set up purchase lookalikes for all the different countries you're interested in localizing your content for. So whether the UK, Australia a really depends on your logistics, whether or not you can ship those items to these different countries, how much it's gonna cost you. Or if you have a digital product will, then that's even easier as you really don't have any limitation beyond just languages. So I'm gonna share with you some scaling campaign strategies that have worked great for me. And now you can easily replicate. And we'll go over this in the Ads Manager shortly. So you might want to take a screenshot of the following. What you wanna do is create a conversion campaign, budget optimization campaign. So that would mean either a purchase, arts, a cart, et cetera. I recommend you go straight with Purchase. Especially who recalled audience, especially now that you know what is your winning? So you know which creative and wet offer or what product is performing well, what you'll wanna do is then create three different assets. The first one would be your best look-alike. So whatever is performing best at the moment, then you'll want to have a broad interests and then you'll want to do an open targeting. So this would be very large audience and not that you have the winning recipe. The very large audience could perform well. Again, because Facebook, at this point, we'll know who your ideal customer is. And so it will be easier for Facebook to help locate these individuals. So this is the cold campaign that you create in order to reach a broader audience. And then obviously you want to have a retargeting campaigns of all the individuals who've gone on your specific page. So if you have a specific product that you're selling, you're going to create a custom audience for that specific URL. And the way that you're going to save them is you're going to create a page view one to four days, pageview four to eight days, and pageview eight to 15 days. When creating a retargeting campaign, makes sure that you're excluding people have already purchased from your website or people who've already provided you with their email address. If you're doing lead capture, as obviously, you don't want people who've already provided the information to continue senior Adds, let's go into our ads manager so we can set up these retargeting campaigns. So let's set up our retargeting winning at campaign. So what we're gonna do is create. So we're going to do conversion. And then what we're gonna do is we're gonna call this retweet and we're gonna do one to four days. So these are individuals who've gone on our page one to four days. We wanna make sure that campaign budget optimization is on and we wanna keep her budget. They really depends on how big your audience is, but let's just keep it up ten when you get started. Now we're gonna click Next. And now we're just going to call the same thing, retargeting, wanting for days. And make sure that the event is set up to purchase. We're gonna do dynamic creative simply because I think it's a great way to test multiple creative. And then on top of a, when you doing dynamic creative does less of app fatigue ME GO under custom audiences and we go for people who've done pageviews, want to four-day. So here I'll just pick a random. But you would think individuals who have gone on your page, you've already set up this custom audiences. So these are individuals who've gone on your landing page and the last first of four days. So then you want to click on exclude and you want to make sure that you've excluded people who purchase from you. So I have here a purchase 90 days. Alright, so then when you're doing retargeting campaign, I like to keep it under automatic places because. Targeting a smaller audience over L. So I want to make sure that they see my ads in multiple places. Then I'm gonna click Next. And here is where you add your different images so you know already what's worked. But I encourage you to continue testing because you always want to optimize to really find that winnings formula. So if you know that you have a winner obviously included in here, but feel free to also test different ideas to get a sense of what will work better. And regardless, Facebook is optimizing so your best performing at Creative will serve to that audience. Now, let's pose this. And what we wanna do as we go back to the outset level and where we're going to duplicate, we're gonna go to the original campaign. And now what we're gonna do our individuals and gone on our site anywhere from four to eight days ago. Okay? So make sure that you have that audience. You go back to custom audience. And we're going to pick another audience of this, either individuals who've done pageview anywhere between four to eight days, you also exclude again, the purchaser of this should already this VSAT. And now you might want to create a new set of ads for these individuals. It's really up to you. So I think four to eight days you can keep it as is. So we'll just keep it here at this point. And then we're going to close and we're gonna do the last set. And this is where I like to add a coupon. So here would be the individuals who were going to duplicate the outset. And these would be the individuals who have gone on your site from 18 to 16 or 15 days. So we're going to change DO website, page view. We're gonna do PJ new anywhere between eight to 14 days. And then we're also going to exclude the purchasers. Make sure that this is taken out rich people beyond your detailed targeting. So let's make sure that cystic Now, let me double check because I might have forgot. Yeah, facebook loves to keep this on. It's great when it's pulled audiences, but when it's retargeting mixture that you've taken this out. This is me not paying attention. So make sure that, you know, because what does, does essentially is that it's going to reach people beyond the individuals that you've selected. And when you're doing retargeting, you want to make sure that they're strictly people have already gone on your landing page, otherwise, completely useless. So at this point, as far as a new ad, what I like to do is actually you coupons. So you can do 10% off or you can do 20% off. And if you're a lead generation, you should come up with a hook that provides them with this concept that this is the last time that this offer is going to be available for them. So something you might want, you could write is, did you forget something? Last chance to, last chance to grab. Watch. 10% off using code. Gets 10% off something along those lines and then order yours now. And then you could include the Bitly or out whatever that is. And so tried different permutation obviously include the website URL over here. And what you wanna do is also test different images and always have the Shop Now button at this point should be hopefully ready to shop. So really your objective is to have them shop from you. So this is, this is how you set up your winning retargeting campaigns. And while you have to do is make sure that you keep a close eye on whether or not you can turn on investment is positive. Usually when it's retargeting, it's easily about to me if it's not above three, then there is a, there's an issue with your ads and you might want to go back and seeing what's not working, especially if you already have a health campaign upfront. What I mean by that is pulled, audiences are already often. So I've the retargeting stage like, you know that you have a healthy campaign. One is three and above. My final recommendation is to always be testing. Even if you already have a winning formula, it's easy for customers to get at fatigues, especially the larger your budgets get. Now with dynamic creative, you have the ability to serve different kinds of creative. So it does help without fatigue. But it's something that's common. It really depends on which needs or products you're dealing with. So always be testing different creatives. Always be coming up with different angles, different offers, different products. If you are an e-commerce shop who's selling different offers or different products. And at the end edition from that come up with creative solutions to continue expanding your audiences. 14. Conclusion: Congratulation guys on finishing the class, I'm so proud of you. Please make sure to upload your Facebook ad creative so I can provide you with feedback. I'm active on Instagram, myths, Luna Vega, and all other social media platform. If you have additional questions or make sure to post them directly on skill share, I'll do my best to reply to you in a timely manner. Now, please make sure to also leave a review to help get the class discover a will make all the difference. Alright guys, well, good luck to you and please keep me posted on your progress. I love hearing from my students. Bye guys.