Facebook Advertising for Beginners: Launch Your First Campaign | Theo McArthur | Skillshare

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Facebook Advertising for Beginners: Launch Your First Campaign

teacher avatar Theo McArthur, Easy to Follow Marketing Classes

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

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

Lessons in This Class

11 Lessons (1h 16m)
    • 1. Introduction to Facebook Advertising for Beginners

    • 2. What You Need to Know about Facebook Ads

    • 3. Step 1 - Install the Facebook Pixel

    • 4. Step 2 - Set up a Facebook Page for Business

    • 5. Step 3 - Run a Simple 'Likes' Ad Campaign

    • 6. Step 4 - Set up a Custom Conversion

    • 7. Step 5 - Create a Compliant Landing Page

    • 8. Understand the Different Types of Ad

    • 9. Step 6 - Find Your Audience on Facebook

    • 10. Step 7 - Create and Launch Your First Ad Part 1

    • 11. Create and Launch Your First Ad Part 2

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About This Class

This class teaches you the important basics of advertising on Facebook and takes you through the process of launching your very first Facebook ads campaign.

Who is this class for?

Anyone who wants to advertise to an audience on Facebook. Or, anyone who wants to find out more about Facebook ads before deciding if it's the right route to take. 

Here's what you will be learning and doing

  • Know the important do's and don't's of Facebook advertising
  • Install Facebook tracking so that you can track your results
  • Create a Facebook 'page for business'
  • Run a very simple Likes campaign
  • Find your ideal audience on Facebook
  • Create a 'custom conversion' to track specific actions, such as sales
  • Understand the different ad types and which one to start out with
  • Set up and launch your first proper ads campaign

Meet Your Teacher

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Theo McArthur

Easy to Follow Marketing Classes


My name's Theo McArthur, and I've been working online since 1995. I left my job and went full-time online in 2001. Teaching is probably the most satisfying thing I do. Being able to help others to learn potentially life-changing techniques and business models.

I've been involved with blogging and affiliate marketing for over 20 years, and 8 years ago, I also delved into the world of Amazon selling and e-commerce.  The knowledge I've amassed over the years is passed on through my classes.

Around half of my time is devoted to my online businesses, while the other half is teaching. At this time, more than 140,000 people worldwide have taken my business courses.

I'm a great advocate of taking action because we learn the most by doing it. My classes are de... See full profile

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1. Introduction to Facebook Advertising for Beginners: Hello, everybody. And welcome to the training Facebook ads for beginners. Before we get started with the lessons, I'd like to give you a very brief introduction to the course onto myself. My name's Theo MacArthur. My own online career started back in 1995. My main areas of expertise are e commerce, blogging, digital marketing. I've been teaching others to do what I do. Since 2015 on to date, over 96,000 students have enrolled in my courses on. During that time, I've gathered over 23,000 positive ratings on reviews. Now this course consists mainly off on screen over the shoulder training on. To do that, I use my own Facebook account to demonstrate the process is so. Who is this training for anyone who has never done any Facebook advertising, a tall or anyone who's tried Facebook advertising but hasn't been able to get results. However, let's take a step back for a moment. Why would you advertise on Facebook in the first place? Or Facebook has almost 2.5 bilion active monthly users. 1.62 billion people are active every day on Facebook on the average time per Facebook visit is 20 minutes, and that's a long time, especially when you consider that on average, people access Facebook about eight times a day. So what does this mean to you as a business? Well, 50% off Facebook users regularly visit business or brand pages, and you will need to set up a page for business before you can't run any ads on Facebook on when to teach you how to do that. In Chapter one. Of this course, 42% of marketers say that Facebook is critical or very important to their business. Andi 73% of marketers say that Facebook is their most important social media channel, so more important than Instagram or YouTube or any other social media channel that's almost 3/4 off marketers. All right, so what can you advertise on Facebook? Well, almost anything your own products or services, even affiliate offers. It's definitely possible. Andi, more than possible to advertise affiliate products on Facebook as long as you do it the right way. You can't just post a link to an Ophelia offer page, because if you do that, ultimately you're going to lose your ABS account and In any case, it doesn't really work, but there is a right way to do it but does work. You can promote events online, business, offline business, local businesses. So as mentioned, almost anything. Not quite anything. Because Facebook does have some restrictions and rules, and we're going to be covering those in this training. Okay, so that's it for this short introduction. Let's get started with the lessons. 2. What You Need to Know about Facebook Ads: Hey, everybody, this is part Warn off the Facebook ads. Training on First thing I want to do is point out some things that you need to know. You can't advertise without a Facebook page for business, so you're gonna need a page for business. Normally, that's going to be business or brand. Sometimes it can be community or public figure. No, don't advertise using a brand new Facebook page except for page engagement outs. So I'm going to show you how to do page engagement ads in this part of the training. But don't do any adverts going to your website. In other words, Clicks toe website on a brand new Facebook page. You should warm up the page for at least four weeks before you do any clicks. Toe website ads on he is a really important one. Don't open, Ah, brand new Facebook account for the purposes off advertising. Use the Facebook account you've got already. Now some people get hung up about this because they think that their Facebook page for business is going to be connected to their personal Facebook account. That's not the case unless you actually connect them. There's no relationship between your personal Facebook account on any pages you create for business through that account. Now here's why. Opening another Facebook account for advertising is a really bad idea. First of all, you're only supposed to have one Facebook account. That's the first thing. But more importantly, if you start advertising on a brand new Facebook account is going to come to the attention off Facebook. If they suspend your account, which they may well do, you can never again use that credit or debit card that you used for advertising on that new account. You can never use that again on Facebook, so you've burnt that card as far as advertising on Facebook is concerned. Second thing is, Facebook expects both your ad and your landing page to comply with their policies. There are some products on services that cannot be advertised on Facebook because they're not allowed on. Facebook has rules about what you can and cannot say both in your add ons on your landing page. They also have rules about actions on your landing page. So, for example, you can't have something like an exit pop up coming up when people try to leave your page, know what you need to do is go to Facebook's advertising policies. Andi study the whole thing. Just go to Google and type in Facebook. Advertising policies on it will bring you up the Facebook page. You'll be able to find out which products are restricted and no allowed to be advertised on Facebook. You're going to see examples off what is allowed as far as advertising is concerned. But basically you need a clean page that doesn't have any weird scripts on it that stops people from leaving the page without popping something up in front of them. You don't really want pop up opt ins coming up on the page, either. So these are things that you need to be aware off. And when you do start to run ads on Facebook, don't be surprised if you get ants disapproved for either. The reason that the ad itself doesn't comply or your landing page doesn't comply because it happens to everybody. You just need to go and make the changes. Facebook don't always tell you exactly what you need to do, but you learn through your mistakes, So having an hour disapproved is no unusual. It happens to pretty much everybody, So you will learn as you go along. Obviously, you don't want to have too many ads disapproved. But having your first ad disapproved, even your second are disapproved. It's not a major disaster, and it is really something that happens to everybody. Okay, now the image off your odd is the most important part of your arch. It's far more important than the text. Now here's an example off a bad image versus a good image. So on the left here, we've got this ad for really state. Now that is a a very poor image. First of all, it's a stock image on the stock. Images do not work well on Facebook. No. Secondly, it doesn't actually tell us anything. It says. Picture yourself in your new home. But what does that image dough to help you or anybody picture themselves in their new home ? It does nothing versus the image on the right. This is not a stock photo. This is just an amateur photo taken probably with a phone. The girl in the image doesn't look like an actress. She may be an actress, but she doesn't look like one. Whereas the people in the image on the left look like models. Another thing that's good about this image on the right is that it captures attention your image news to grab attention off Facebook users as they scroll through the news feed. If not, we'll just scroll straight past stitch. So this image on the right it grabs attention on Part of that is because of the green. So she's wearing that green T shirt, which is bright and stands out on. Then the writing here need a dog person that is part of the image. So this whole thing here is the image. It's not just this, but here with her sitting on the bench with the dog. The writing need a dog person is part of the image. Now you can easily make something like this in camber on this image on the left. If that is supposed to help somebody picture themselves in the new home, it doesn't work, and what I would have there is I would have an amateur photo. That's really what you want, like the one here on the right, and I would have a couple standing outside off their new home. So maybe standing on their door supper in the garden, with their arms around each other smiling, maybe even pointing towards the house toward the door of the house. So that's the kind of image that I would use for an ad like that might have to brighten it up a bit in can Va. Or maybe send it over to somebody on Fiverr to do a few edits to make some of the colors brighter so that as people scroll through the news feed, it stands out. It catches their eye on the text above the image. As far as that is concerned, less is more because the image should do the talking. We want the image to do most of the talking. So what we've got here again is bad versus good. So the one on the right has very little text. But it say's rover. Sitters and dog walkers offer loving care and, of course, adorable photo updates. No, that is far more appealing, and it's much easier to read non. The one on the left looking for your starter home. It's easier than you think, blah, blah, blah, blah, blah, blah, blah. Let us help you find the home. That's right, for you, but all they need there is looking for your starter. Home is easier than you think. Let our experts help you find the home. That's right for you. That's all they need. They don't need all that other stuff that's in between, right? So why I recommend you do is you need to start getting a feel for what is a good ad. And was it not such a good out? So go to Facebook and start clicking on some ads. So when you see an ad in your news feed on you see that art has quite a bit of feedback on it. Click on it on. When you do that, you're giving Facebook a signal to say I'm interested in this kind of odd Andi. They will start showing your mawr, and that is how you get to see lots of outs on Facebook is by clicking on them. You can even go to the associative page unlike the page, but more by clicking on the ads on, click on the add and even go to the Associated website. So click through from the AB to the website. You're telling Facebook, then, Hey, I'm interested in this. So they're saying Okay, fair enough. I'm gonna show you more ads about this. So that's how you get to see more and more ads. But that's how we learn, because we can see which charts are getting a lot of engagement on which adds air getting ignored. 3. Step 1 - Install the Facebook Pixel: Okay, So step warn is going to be doing Stall the Facebook pixel on your website. Now, In order to install the Facebook pixel, you need to control the website if you are advertising directly to Amazon. So if you're planning on sending Facebook paid traffic paid outs on Facebook on directly to your Amazon listing, it's not going toe work very well at all because you can't install the pixel on the Amazon website because it is not your website, which means that you can't optimize your ad. You can't generate lookalike audiences, which we're talking about later, so you can't really do much at all except blindly sent traffic there. Andi, see if it works or no now that's really no ah, good way or an effective way to advertise on Facebook because you're going to probably spend more money than you actually make. Same goes. If you are thinking about sending Facebook page Facebook traffic directly to affiliate offers, you don't control that website. You can't put the pixel on that website, so that won't work either. Apart from not many affiliate pages, Ophelia offer sales pages do not comply with the Facebook advertising policies, so that definitely doesn't work now. You need to have your own website off some sort in order to make Facebook advertising work for you. Okay with that said, let's go over to Facebook and I'll show you how to get the Facebook pixel. All right. To get the Facebook pixel on your personal news feed, just click the drop down menu on the blue bar on select Create ads. You'll get to a page like this. So you want to go up to the top here? ATS manager on your looking for pixel. So it's under measure and report events. Manager pixels click. Create a pixel. You can give a name for your own reference. I'm just gonna leave after default website. You are Alice optional. You don't need to enter one. Quick create. Select manually stole the code. Andi, here we go. This is it. Here. Copy it on. Put it onto some kind of text file. Okay, so this is the entire code here. And in most cases, when you are installing this on your website, you will need to copy and paste the entire codeine. But for Shopify, all you need is the I D. Which is here. down here as well. That's the I D. But for most other places, like WordPress or click funnels, even you need the entire code on in a moment. Here I am good to give you some brief instructions on how to install the pixel code on where Price or Shopify or on quick funnels. If you're installing anywhere else, you'll need to look at the help documentations for that particular platform, right and know that you have the pixel cold on a text fail. Here's how you install it. So for WordPress, you want to install the plug in Header and Footer scripts. It's a free plug in. Just go to your word purse repository to assert for headroom for two scripts, and he still that passed the easiest way. And there is another way to do it, but that's the easy way to do it. So once you've installed that plug in opening up on, add the entire pixel code in the head apart. Off the headroom for two scripts, plug in for Shopify in your Shopify dashboard, click on online store, We come preferences and then scroll down to Facebook pixel on. Add the pixel. I d only so not the whole script, just the I D. Only in click funnels go to funnels. Choose your funnel on, then in settings so under the settings, tap scroll down a bit. Look for head tracking code on Enter the entire pixel code in there. Don't forget to click, update or safe. 4. Step 2 - Set up a Facebook Page for Business: no Step two after installing the pixel is to set up a page for business. For that, you're going to need a cover image, a profile pic that would often be your logo. Ah, Page description, like a short description for your Facebook page, and you're going to want to put 7 to 10 posts on there. No, only won't go, but over the space off maybe three or four days. It doesn't have to be 7 to 10. Post that you create yourself. You could share some posts from other pages you called share articles from around the Internet. Obviously, they have got to be relevant to what your pages about. But there are lots off places online news sites, etcetera that have the Facebook share button. If you have a website, you can share some of your own posts from your website. You want to at least right to post directly onto the Facebook page, though as well. So do that over the space of a few days, and then once you've done that, you ready for Step three, which is to run a simple page engagement out. Because remember I said that with a new page. You don't want to start running clicks to website adds straight away. Facebook doesn't like that because it's know what they class is normal behavior, so you might end up running into problems. But it's perfectly OK normal to run page engagement ads, so that would be like sounds and that kind of thing. So directing people to your actual page are supposed to clicks to website. So this is a really simple form of advertising, and the reason you should do this is because the whole process should be a natural, normal process. As faras Facebook is concerned. Anybody, any business that has a page on Facebook is by default going to want to build that page audience. So if you've got Page with no likes nothing at all, just some content on it but no likes or no engagement, and you start running paid ads that's gonna look unusual to Facebook. No need to spend much money on this because I'm going to give you a tip to get likes for very, very, very cheap. All right, so let's go walk through now, setting up ah, simple page engagement at before we go and set up the likes to page campaign. I was looking for some examples for you on day. I came across this page here on Pinterest, which has a bunch off like hot examples. So straight away, what you can see is that there's just a little bit of text at the top, and then we've got the image, all right. Now, as we know already, the image is the most important part of your art. It's far, far more important than the text. So when a scroll through these examples here on, I'm going to pick out a few that in my experience would work well. Obviously you can't use thes images. You can't take someone else's image. But it's just for ideas and inspiration. This one here, this one here, probably this one here, this one here, this one this one, this one Definitely. This one is no allowed. So whoever ran that sometimes it flies under the radar for a little while On then Facebook disapproves the odd, you know, alot to use celebrities, famous people. This one would work this one. Now this doesn't have anything to do with cats. So the actual ad is some kind of marketing service or product but he's used a cat anyway on the keyboard. A kitten. This is really good. It's, Ah, makeup page. So it's a page about makeup on and the way they have here. The transformation known started to put some on Google the makeup on. So that's really good seeing the transformation that would work. Well, this here is pretty good as well on this. Okay, I might have missed a few, but just giving you some ideas there of watch in my experience would work well. 5. Step 3 - Run a Simple 'Likes' Ad Campaign: Okay, let's set up the likes campaign. Now, how many likes do you need? Not that many, but a few 100 is a good idea. But I will tell you once you get to about 1000 likes, it starts to take on a life of its own. So you start to get a likes organically but up to our 1000 likes you're not going to get very many organic likes. Another option, though, is to invite your Facebook friends to like your page so you can do that. But you might not want to hand. You might not necessarily get you that many lights, but if you got a lot of Facebook friends, it might be worth a try. Maybe you could get 50 maybe even up to 100 likes that way. And then top it up with likes campaign, right, So you want to go back to create ads again? Now I have a business manager adds account, so mine might look a little different to yours. But basically, it's the same Andi, everything that we need to do here you can do in a personal answer, carrot, which is what you will probably have Anyhow, you want to get to a page that looks like this where you can choose your marketing objective on the objective is engagement on We want to choose. Page likes Quick. Continue. Now you need to select your facebook page. So you need to have your page created first. Obviously. No, I'm using a page here. That is a project. We started a while back, but I didn't have time to continue with it. Andi, it's no a subject that I find very interesting, so I didn't put priority on it. At some point, though, we need to get back to it because we do have an associated website on all sorts of things with this particular project. Anyhow, with this particular page, I go about 4000 likes for around about $200. You don't need that many likes. So anything from 30 40 maybe $50 maximum is probably all you're gonna need to spend. We need to define an audience for our likes, add. But when we run a like side, we want to keep the audience pretty broad on Facebook will show our adds to the people in the audience. We choose who are most likely to like our page based on their historic activity on Facebook . So, first of all, we want to choose locations. Nobody fall is usually got your own country in there, so you can get rid of that. But first of all, we need to add something. No, you need to think about which country you want to target on what you can do here. This is my tit for getting cheap. Likes you can target a really cheap country. By that I mean the likes will be really cheap. On one of those countries is the Philippines. Now it's probably unlikely the Philippines is going to be your target audience, but just to build up some lights on the page, you can do that. But you don't want to do all Philippines you want to mix, so you want to add some audience in your own country. I either country that you want to target. So what I did when I did this lights campaign is I targeted both the Philippines on the United States, and I also targeted some Eastern European countries as well, but the cheapest of all with the Philippines. But saying that the page has a fair bit of content on it. I made sure that I had a good amount of content on the page before I started any campaigns at all. Even our likes campaign, right? So how we need to do this is we don't mix two countries together. We need to run two ads. So we'd run one for the Philippines on one for the country you actually want to target. You don't have to do it like this. You don't have to target the Philippines or another country where you're going to get cheap likes. This is just my tip. You can decide for yourself. I'm going to get rid of Ireland. Now I happen to know that people most interested in this page are gender female. So I'm gonna choose women. You will probably have an idea who's going to be most interested. But it could be all. But I'm going to choose women for this. Now. I'm going to go up the age just a little bit here because it's only a likes campaign. I'm not really worried too much, but I'm just gonna go up to say 22 on. I'm going to go down a bit to say 50. It seems to be that the older age groups there's a lot less off them on Facebook anyway, so it's a smaller audience, but they're less likely to interact like pages and that kind of thing. So I'm just gonna go 22 to 50. No. So far, Facebook is telling me that my estimated daily reach is between 628,000 and estimated daily page lights between 207 70. But that's for a budget that's already in here of 25 a day, which I do not want to do. I'm going to go 10 a day. Actually, I'm just going to say 11. Now. I am not going to enter any detail targeting at all. No interests. I'm just going to leave it very broad as Philippines on women between the age of 22 50 on when I run this the first time around, I got the daily results more at the higher end. So we got Paige likes estimate 89 to 340 day. I got more like the 340 a day, and you can leave placements as automatic placements So here we've got our budget schedule run my ad continuously. Starting today, you want to, you can set an end date there, but I don't usually do that. I just monitor the ad and then switch it off when I decided to run for long enough. I've got enough likes. Continue now. Here is where we need to add the image, and it's going to be a single image. Click on add image, and this is where you'll choose the image from your device that you've already created and got ready on up here. You can see the recommended size one away. Taub. I wanna wayto it also say's here to maximize at delivery, use an image that comptel little or no overlay text. Now here's the thing it used to be. The Facebook allowed you to have text on as long as it wasn't more than 20% off. The image that it would not affect delivery now is different. You can have as much Texas you like on your image, but the more you have the lower of an impact your ad will have as far as delivery is concerned. So the less people will see it saying that I have around a lot of ads that are means so they have a lot of text on them and I've had very good results with them. So it's really dusty, pained. But what I would recommend is it's OK to have some texts. That's what I would say. Remember the image I showed you, but the dog walkers and the dog minders and they had some text on that in green. Can't remember what it said. No, but that was part of the image, but that was still a really good odd. It wasn't a lot of text, but it was some text there. So you have to think about that. If your image doesn't need any text, it'll on it. If you can get by without saying anything on your image, no writing at all, even better. But if you want to put some text on there, just make sure it's no a lot alright. So I've added an image here and as you can see, this is a really bright image, so it's going to grab attention as people scroll through the news feed. Now I need to put something in here that by default Facebook enters the text from the page from the Facebook page here, but I'm gonna change it, going to put something a little bit more interesting. Now, you can see that when you run a Facebook like side, Facebook makes it easy for people to like your pages by clicking. Talk to your pixel toe on. If he's off, you should get the little green door to say that you're pixel is working and you can check your previews here. This is mobile news feed preview, desktop newsfeed preview on. Once you're happy with it, just click. Confirm. I'm not going to click confirm because I don't actually want to around this art. Now one thing that I forgot to say is when you start to create your ad. So when you choose an objective page engagement on Page likes before you could go any further from their Facebook is going to ask you to set up your ads account by adding a payment method. Because obviously you can't run ads. Any kind of adds it all until you added a payment method. But that's how you set up a page, likes campaign, and then what you want to do is, if you set it up for a country like Philippines where you're going to get cheap likes, you don't want to add a 2nd 1 So you want to do the ad a gay, and you can do the exact same ad. You can duplicate it, in fact, but run it to the country that you really do want to target. So if that's United States, run it to United States, if its UK, UK Canada etcetera. So don't just do the Philippines or another really low cost country mix it together so that you getting maybe 75% of your lights coming from, for example, the Philippines. But 25% of your lights are still coming from the country that you really want to target. 6. Step 4 - Set up a Custom Conversion: Hi, everybody. And welcome to part two off Facebook ads training. The first thing that you will need to do before you start sending any traffic to your website from Facebook is to create a custom conversion in your Facebook account. So what exactly is a custom conversion to try and explain it before I actually show you how to do it in Facebook? Imagine this is two pages on your website, the landing page being the page that visitors arrive on when they come from an ad on Facebook. This could be a pre selling page. It could be an opt in page. It could even be a sales page. It could even be an article or a post on your website. I don't necessarily recommend that, but just for the demonstration here to help you understand the landing page is the page that people arrive on when they click through from an ad on Facebook from one of your Facebook ads. So technically, any page that they land on is a landing page. The next page is the page they go to after the landing page. If you're landing pages an opt in page the next page, they go to is going to be a thank you page. If your landing page is a pre selling page, the next page they'll go to is going to be a sales page, and that could be a sales page on your own website. Or it could be on Amazon listing. Or it could be an affiliate offer page. If the landing page is a sales page on, do you actually sell something on that page? The next page they visit? After that, it might be the check out Andi. You could also create a custom conversion for a post purchase page. So if you are actually selling something on the website on your website, you can create a custom conversion for the post purchase page. So the page that USA's arrive on after they have made a successful purchase on to create the custom conversion. All we need is the U. R L off that page. So off that destination page, whether that be the thank you page sales page affiliate off a page Amazon listing or anything else, that's what we need. The u. R l off that page. It's a very simple to do. Okay, let's head over to Facebook on. I will show you how to set up a custom conversion. All right, let's create a custom conversion. I'm gonna show you how easy it is. So go to your ads, Manager. No. Mine's days, Business manager. But please ignore that. You will have ads, Manager, business monitor. It's just a type of ads Manager account for businesses that allow you to set up multiple accounts within the one. All right. You want to find custom conversions mines under frequently use because I use ah, law. But you might have toe goto all tools to find it. So find it. Click on it. 38 custom conversions. Now, you choose your website here, so you're going to have the pixel already installed on Do you should have a little green dot to show the pixels active. Now, we did all that in part. One of the training on for this demo I'm using a different website makes no difference. I just need to show you how this is done. Website. You find all u r l traffic? Yes. Rule You are l equals. And now you want that you are l We just spoke about this. It's not the landing page. It's the destination page. Now, for this example, I am going to use this page Here is my landing page, which is a page on my blawg. So the destination page is going to be where the visitor goes when they click through on one of thes. Now, in this case, the destination U R l Is this page here going to that course? So this is the u. R l. I need to create the custom conversion in Facebook. I hope this is really making sense to you if it's no go to Facebook on read up on custom conversions. Okay, you are l equals, keep it simple. Just one rule name your conversion visited course page. You could also add a description as well, if you need to. So let category. And in this case, I would say view content because they didn't subscribe to anything. They didn't opt in. They haven't purchased anything. They've just gone to that page. Now when you don't control the destination page, you can track using the custom conversion. How many people went from the lining page to the destination page and that's still a good indicator. Is a good indicator of how well your landing pages working how well your audience targeting is for your ad. Okay, so view content for this no value. Enter a conversion value. You can't really enter a conversion value unless it's a purchase. It is possible to have a conversion value for a lead, but you wouldn't know what a lead is worth to you at the early stages. You only know what a leader is worth to you after a significant amount of time, at least six months of building a list. At that point, you have an idea off what each lead is worth to you, but at this stage you don't. So there's nothing to entering the value unless you're doing purchase conversion. Andi, create your custom. Conversion has been successfully created. You can now assign the custom conversion to an ad account in your business settings. Well, you'll only have one out account, probably so that won't be applicable to you. 7. Step 5 - Create a Compliant Landing Page: Let's take a look at a landing page. Compliance, because this is really the most common reason for getting an ad disapproved. All right, so there's quite a lot of things you can't do on Facebook. There's a lot of things that your landing page cannot have, say or do. You can't use shock words. So, for example, you couldn't use a headline that had the word shocking, horrifying, disgusting, that kind of thing. You can't make promises or guarantees about what somebody else can get or achieve. So, for example, you could not say you will become a best selling author within 30 days. What you could say is how I became a best selling author in 30 days, but you can't promise it for somebody else. But if you've done it, you can say about yourself how I did. X Y Z Okay, you can't use nudity on your landing page on nudity as faras Facebook is concerned. Could it be a girl in a bikini? They class. That's nudity. You can't promote MLN. Are you multi level marketing? You can't promote any kind of get rich quick schemes. You can't promote gambling if it's gambling with real money. You can't promote cures. So we've got these different information products that talk about getting rid of diabetes, that kind of thing you cannot have on ad on Facebook that goes to a landing page promoting something like that. You can't promote weapons. A lot of these things are common sense, but some of them maybe not so much common sense. So it's good to know you can't promote drugs, tobacco or alcohol. Now there are some sellers who can promote alcohol, but they have special permission. You compliment weight loss again. There are a few sellers who have special permission to promote weight loss and weight loss products, but for the most part no, you can. You can't promote dating on again that are some sellers not many, but a few sellers who have special permission for that supplements. In general, this is a no, but you may be able to promote them. It does depend on the type of supplement, so just recently a student has been running ads for a multi vitamin, and he has been allowed to run that ad. But it does really depend on the supplement. Andi, your page must work on all devices, so make sure that you test your page on Tablet Onda on phone as well. Make sure it's working properly. You can't use pop ups. Don't have any pop ups coming up on your page, asking for opt ins or anything else at all. No pop ups and you can't obstruct users from leaving the page so you can't have an exit pop up. You must have the required links to pages like terms and conditions and privacy Policy on Contact us. You must must have that. Usually that's in the footer. Okay, now must not be classed as a bridge page. What does that mean exactly? Ah, bridge Page is opposed. That set up for one specific purpose on Lee, and that is to redirect somebody to another page on another website. Of course, that does not mean that you can't redirect people to another page on another website. You can, but your page must have enough content on AIDS, so that is not classes. A bridge page. Facebook looks on pages that are very bare and don't have much on them, but then lead to another page on another website. So no on your website, maybe going to on affiliate offer may be going to an Amazon listing if your landing page does not have enough content on it, Facebook may class that as a bridge page on disallow your ad, so make sure that you pays your landing page isn't sparse. You've got plenty of content on that page, including links maybe in the filter going toe, other pages on your website or even other pages in your final. If it's a standalone funnel, you've got even a standalone final should have other pages that you can put in the footer, and that is to keep Facebook happy pages in the Footer. People are very unlikely to click through to them, but as long as you have links there and Facebook knows that you have other content that people can go and see if they want to write, that's going to help you with approval. You're lining Page must be congruent with your ad. So whatever your ad is saying, whatever you're right is about your landing page should be about the same thing, and you must have cookies. Consent for Judy PR With WordPress, it's very easy. You just get a plug in. There are lots of plug ins that you could just get free plug ins to add a cookies consent banner to your website for any other website platform that you are using. It should be very easy to do it. Just go and do a search or look at the help files for that platform that you are using. But you will need to have that. Andi, you have put the U. N L for Facebook's policies for ads on landing pages. I suggest that you go and read through it because I've covered here most of it. But there are a few other things that are restricted or prohibited from you being able to promote those things on your landing page or in your ad. All right, so there are quite a few rules on their rules on every single ad platform. Facebook. Probably a little strict to the most, but that's just the way it is. 8. Understand the Different Types of Ad: before we go on to defining audiences on creating an ad, I want to discuss a couple of things with you here. So, first of all, let's look at the different types of ads that you can place on Facebook. The most common type of art on the one that I will be showing you here is the single image ad and this is by far the easiest Add to place as well. Ah, highly advise that you do start with his odd even if you progress to different on types later. So with this are you got your image now? We spoke about images in part one how important they are for your ad. You have 125 characters of text plus a headline of 25 characters, right? So the other types of odds are carousel art on this art is between two and 10 images that you upload on. They rotate so users can scroll through the carousel on their mobile device on the way. This should work. Really? Is that all the images that you upload for a carousel? Odd. They should all be the same product so you could have different lifestyle images off the product, different angles of the product. But I don't recommend that you create a counter sell out with multiple different products. Although each image in the carousel ad can go to a unique link, a unique you are l on your website is still not a good idea to have multiple products, because if people have too much choice, they don't make a choice. It all very often. So ads are always better focused on one thing. Whether that be one product or one service or whether you are trying to generate leads, it should still focus on one thing. Video ads, self explanatory, very short Video ads work better. You can create a video. Out of short is just a few seconds for Facebook. Ad slideshow ads are quite similar to video ads except the U upload a bunch of still images . Andi create a video with them. It's a sort of video messenger. Abs again, as it say's It's self explanatory. Thes are abs in Facebook Messenger Onda. Apparently, this is really good. It works very well. I haven't used it myself. It's fell in you on. Then you've got these other types of ours collection as instant experiences stories as dynamic cards on the Leeds ups, so you can educate yourself about all the different types off odds through the Facebook Help pagers. If you haven't heard of Facebook blueprint, it's Facebook's own official trading on Facebook ABS. It is a little bit difficult to navigate and find what you need, but it's definitely worth checking out on at least cherry picking and watching some off the videos there on. The other thing here I want to show you, is the image specs. So the resolution should be is highest possible for the images that you use for your ads file. Former is either J peg or paying. They should be either no texutil on the image or a very small amount of text. Anything above 20% will affect the delivery off your art, so Facebook will not distribute that at as much if you have more than 20% text on the image on the reason they do this, they say, is because their data has shown them that images without text actually do better. They have a higher click through rates. I know there are certain exceptions two days, so for example, if you are promoting a book on you had an image of the book cover, there's going to be obviously quite a bit of text on that. So in that case, that's what we call an exception. If you have an image of a product package on that product, package has text on it. That's also on exception, and there are a couple of others as well. You can read about this on Facebook, but in general for most images, either no text or just a minimum amount of text. And as far as the size off your image is concerned for both newsfeed ads on the right hand side outs, you're looking at 16 to 9 on the optimum size, being 1200 base 6 to 8 pixels. Facebook does change this quite a bit, so this is right at this point in time. On, if you decide to run a carousel odd. So that's the one where you upload between two and 10 different images. This is a 1 to 1 ratio on the size off. Those images should be one away. Oh, by one away. Old pixels 9. Step 6 - Find Your Audience on Facebook: Before you place an ad, you need to have an idea off who your audience is going to be. So this is audience insights, which you confined in your Facebook account so you'll find it under add manager on. You might need to look at all tools, but you should be able to find it there. Just click around until you find it. The first thing to think about is, which country are you going to target? Because it's really a good idea to keep countries separate when you're creating ads, If you group too many people together, you won't know which audience is working the best. So the best way to do it is to have separate outs. For separate countries, you could duplicate the same odd but dont group countries together, at least not in the beginning anyway. Now, right here, by default, I have United States selected. If I wanted to get rid of that, I could just click across here and then here I could find another country by typing in on the drop down list would appear, for example, Canada. If I wanted to add Canada just like that. Next thing to think about is is your audience predominantly male, predominantly female? Or is it just a mixture off both? That is really going to depend on what you're advertising, so you need to have some kind of idea about that. If you are advertising something, I would assume that you have an idea whether or no females have more of an interest in that particular product or males if it's definitely 50 50. So, for example, anything to do with mobile phones that's going to be 50 50 because pretty much everyone's interested in mobile phones and accessories that go with mobile phones, that kind of thing. So that's an example where you would select all if you are not sure the way to do it is to create two separate ads, one for men and one for women on. Once again, you could duplicate the same odd, But if you have no idea, then if you lump them all together, you're not going to know which audience has responded the best. If that makes sense on for this demonstration, I'm going to select Men Age group once again. Have you an idea off the age group of your audience? No, for this training I'm going to continue on and use the example that I used earlier. So the example off the course, how to come up with a $1,000,000 business or product ideas? So what sort of age group will be interested in this kind, Of course, in learning about something like this? Well, I would say 24 to say 44. The logic behind that is that younger people below the age of 24 they're either still in study. Or maybe they're in a job. But if they haven't got to that stage in their development yet where they're thinking it by , I want to do something for myself. I want to start my own business. So that's why I'm going for 24 on the upper age group of 44. I'm going for that because although there are many people who start up businesses in the late forties, fifties sixties, gosh, even seventies on beyond. In general, though, most people who look to start a new business are below the age off at least 45 anyway, So I'm just gonna put 24 to 44 on for interest. I'm going to look for entrepreneurship now, at this state. We don't want to go to narrow with the interests, because what what happened there is we may be denying ourselves opportunities so you can't always know in advance which audience is going to be most interested in your offer. Entrepreneurship. And that is as narrow as I am going to go, because with your first ads, you want to try and keep it reasonably broad. You don't want to go to narrow. There are 7 to 8 million monthly active people in this audience. That is a big audience. You don't need that many. Let's just out of curiosity, change this to the United Kingdom. See what happens. Elite United States Still a big audience 1 to 1.5 million monthly active people. Now, if you're wondering what is too small of an audience, well, anything below 100,000 monthly active people is probably going to be too small. If you type in an interest on, do you find that your audience is way too small? You could start experimenting with other interests because you do need to get that audience up to say at least 100,000 monthly active people on also out of curiosity, Let's see how many women that are there are even more women than main, with the interest entrepreneurship in the United States between the ages of 24 under 44 I could in fact combined these together, but I'm not going to. It's a very big audience, so I'm going to do it separately. I'll create the first ad for Maine, and then I'll duplicated for women because the audience size even having a big audience like this. It doesn't necessarily tell May or which people in that audience are going to be most responsive to the ad. All right, so now that we have an idea off the audience, we can save this audience audience name. And if you see what I've done here, this is for your own reference. But if you give it a name that's going to make sense to you when you're looking at your reports later on us underscore men underscore 24 to 44 underscore entrepreneurship. That's telling me the country, the gender, the age group on the interest okay, save 10. Step 7 - Create and Launch Your First Ad Part 1: right. So you want to get to your ads manager? So again, up in the menu there, just quickly drop down. Choose adds manager. Click on, create on. Before you start, you need to have Remember this. You need to have your image ready. You wanted to be 1200 by 6 to 8. Unless you happen to be starting out doing a counter sell out, in which case you're going to do the minimum of to a maximum of 10 images one away toe by one away. Toe pixels needs to be J, Peg or Ping and needs to be as high resolution as possible. And you want minimum or no text on the image. Same for carousel on, just so that you know, if you go on to do any video outs at any time, the same rules apply to the thumbnail of the video, as faras text is concerned. All right, so for your image art, the text is 125 characters headline 25 characters or if you're going to do account a sellout 40 counterfeiters, you have for the headline you can check up on all of this by going to this u R l Here on you can read about the specs for all the different ads because, remember, I said, they do change. So for the future, you'll want to keep up today with the specs. Okay, so for traffic to your website, it's conversions. Campaign name. Give it a name for your own reference. You know, when you're starting out, I recommend you keep it simple. So don't a be split test for budget optimization optimized budget across add sets. I recommend that you don't do that either, so leave that off. Click on Continue. You're pixel should be active conversion event. Now remember, we set up custom conversions earlier. So here's the one here View content. Your ad may not be optimized for conversions because we haven't received any activity from your pixel. Well, that's the way it always is when you start out with a new campaign on a new conversion event. A new custom conversion once you start to advertise, though on Facebook starts to gather data on your behalf. They are then able to start optimizing your ads for that particular conversion, but when you start out, they don't have any data to work with this and this does no apply dynamic, creative off offer off because that's not what we're doing. Audience Use a saved audience on. This is where you can choose the audience you saved earlier. Here we are US men 24 to 44. Interest entrepreneurship. All right, placements, you can leave. This is automatic placements because even though many of these placements don't apply because we're not doing a video, we're not doing a story. We're not doing a marketplace. We're not doing instagram feed our stories or messenger. But when we create the art is an image odd. It will only be available to display on the relevant placements, budget and schedule. And now you consent your daily budget. What's a recommend you set here is don't go for five or Tain go for six or 11. Now, the logical FTA is that most people set round figures like five or 10 or 15 or 20. But if you have a slightly higher budget than the normal figures that people enter here, you have a slight advantage. All right, this is a tip that I learned from somebody who does a lot of Facebook advertising. So that's what I normally do. You can start off with. Ah, low budget, but not too low. But you definitely don't want to go to high either. If it was myself, I would probably go 11. You might want to go lower. You might want to go six. For example. Estimated daily reach 1200 Andi estimated daily conversions 24 250. Now we know what the conversion is because we set up a custom conversion. A conversion in this case, in my case, is people who click through to the destination you are. L schedule a run my ad continuously starting today or set a start and end date. I tend to leave mine running continuously and then just switch them off when I'm ready. But it's up to you. If you don't feel comfortable, set yourself a start and end date here. The start date will be today, and then you could set an end date for, say, three days, four days, seven days. Normally, we wouldn't be running an ad without changing it or doing something to it for longer than three or four days anyway. So if you want to set an end date, you could set it at three or four days in the future. On under Advanced options optimized four conversions. That's correct. That's what we want. Conversion Window. This is where you can choose the length of time that you want your data to report for. So what constitutes a conversion? Should they convert straight away? Or would they perhaps convert several days later? In this case, it's just a click through to another page, So I would expect to be after clicking or viewing the ad one day, click or view. But the problem with that is that if somebody does click on the add on, then not click through for on the landing page to the destination, you are l for the custom conversion. If they don't do that on the same day, it won't count as a conversion. So I'm going to give a bit more leeway. I'm go seven day click or one day view. Now you'll notice that every time you change something here, the estimated results do change as well Bid strategy. You can set a bid cap or just leave it a lowest cost. I would leave it as lowest cost. You have a daily budget set anyway. Delivery type that should be standard. You don't want accelerated delivery. Accelerated delivery will spend your budget as soon as possible. So if you put it live at, say, 10 a.m. in the morning, it will spend your budget as fast as it can. It could be spent by 11 or 12 o'clock that day. But the thing is, conversions differ at different times of the day. So you really want to have your budget spread out over the day, and then you're going to be able to see from now when you look at your reporting data, which times of the day you get the most conversions. But if you have all your budget spent in the 1st 2 hours, you'll never know whether or not there are better times of the day to spend your budget. 11. Create and Launch Your First Ad Part 2: okay? No. We're going to create the ad you want to give your add a name for your own reference on. When you look at your reporting later, you want to be able to recognize it. When you start running multiple ads, this is going to be really important. I've just called this business on product ideas. Image are one. Create, add or use an existing post so you can actually use a post that's already on a Facebook page that you own if you want to. In this case, we're creating an out. You need to then do the Facebook page that you want to be associated with the ad. So you do need a Facebook page first, as explained in part one of this training. Now it does say here you could also create a Facebook page. But as you learned in Part one, it is definitely not good practice to create a page and then start advertising immediately . We are only advertising on Facebook, so we're not selecting an INSTAGRAM account Now. Here is where we choose the format, this one by DiFelice selected carousel, but we're going to choose a single image now. Here, it say's recommended every size, one away, all by one away. Oh, image ratio. 1 to 1. Now That's wrong, Andi. When we look even at the illustration, it's rectangle. It should be 16 to 9 now. It could be that Facebook is changing this over. But there are sometimes our glitches on Facebook in the advertising platform on dawn. Audience insights. They definitely do have glitches. Andi, let's not take my word for it. Let's go over to the Facebook page. That shows you the current ratio for Image Arts, which is 16 to 9. Now, where was that? You are l I gave you a U R l here earlier. This is it. That's four months. Image art. Get the image. Odd specs. Image ratio 9 to 16 or 16 tonight because it's rectangle like that. It's not square. Okay, so I'm just going to use 16 to 9 on the best Size for 16 to 9 is 1200 by 6 to 8 pixels. I upload images here. You're going to upload the image that you've already created on their is mine. They're on. As you can see, a looks absolutely fine. So here they're showing what it would look like as a video, but of course we're not going to be using videos for this ad. We can also preview on the desktop. Newsfeed looks fine there as well. On we can preview on right hand side desktop right column, and it looks fine there as well. Let's go back to news feed. Leave it there for now. Text into the text here. So that's 125 count eaters. I've already prepared something. This is it right here, and I used an online county to counter. It's 100 19 characters, so it's below the 125 characters on There is if you put him or it will probably be accepted , but it will be truncated so it won't be visible. You are l. So this is the U. R L that I want to promote I either landing page, not the destination page that I set up with the custom conversion but the landing page where people will go to and then click on this ad. I know the headline on the headlines on Lee. 25 characters remember, it is right here again. I used the character counter just to make sure that I wasn't going over. There we go. And now you can see what it's looking like. We've got the text up here. We've got the image. We've got the u R l on the headline display link If I wanted to short in the u. R. L I could put a short and blinking here, but it must go to the same place as this u R L up here. In most cases, there's no point in doing that because it's just going to be your domain name that showing if it was something really, really long, and I guess you could shorten it. All right, News, feed link description. This will show on Lee on news feed. It won't show on the right hand column or on mobile, but we can put some extra text in here and you can see that is being truncated because I've got too much wording in here. But never mind. That's OK. It's all about spotting opportunity and then thinking outside, dot, dot dot I'm gonna leave it like that. That's going to generate curiosity. All this here has got nothing to do with Facebook. By the way, this is ah extension that I use for chrome. It's called Graham early, and it highlights grammatical errors. But it's no was correct, because this is what I want to say. It's all about spotting opportunity. You can see that the extension say's I should say it's all about spotting an opportunity or the opportunity. But now I don't want to say that it's all that extension. It's a free extension, is called Graham early, and it is a good thing to have. But sometimes we just want to say what we want to say. Okay, conversion, tracking. We've got the pixel offline events. I'm not tracking any offline events, but it's there anyway. And I can't switch it off, so it will just have to stay there. Let's just have one quick check again. See what it looks like on mobile. See what it looks like on the right hand side desktop. Right. Call him. All right. I would be happy enough with that. If you want, you can quick review check. Everything's okay. Check all your entries. Campaign name. You can give your ad. Set a name here if you want to. I've got us 24 to 44. I'm going to act men in there because this is man entrepreneurship. That's the interest living in the United States. Ad placement say's all these, but it's not. It's just double check here. We've got instant articles. Facebook in Stream video. This video can't be used for in stream ads, so we know that because it's not a video. Same here. It's not a video just stopped. Right column yet. We've got that Facebook suggested video. It's not a video Facebook Watch Food is not a video mobile marketplace. It's in there. Okay, desktop marketplace. Facebook stories looks all right. I think I'll leave that in stories because it looks okay. It's pretty short for a story, but even so is the ground feed. I haven't selected an INSTAGRAM account, but if I did, that's what it would look like. Instagram stories. That's what it would look like. Audience network, audience network, medium rectangle, only its network. Bonner. Yep, that's okay, too. On in Stream video. It's not a video rewarded video. It's not a video. The messenger inbox. We're not using messenger ads, but if we were, that's what it would look like. Messenger stories. All right, so there we go Andi, you are ready now to place aside clicking Confirm will place the odd on. What happens then is your art is reviewed. There are two types of review. There's a manual review on there's an auto review, where they use a machine learning algorithm to review the art. Now, if you're a first time advertiser, I do not know whether your ad will be manually reviewed or not before it goes live. Every ad I placed now goes live within about 15 minutes. It's not manually reviewed, although I do get manual reviews, but the ad is already running by that time as a new advertiser for you. Your first act may be manually reviewed before it goes live, in which case it's going to take possibly up to a few hours, maybe even longer, or it may be really fast. Now let's talk for a second about adds that. Get disapproved. You might notice here that for my text here and my headline, I didn't talk about $1,000,000 business ideas, even though it's only ideas. The course is about generating ideas. But I didn't want to put the words $1,000,000 on my Facebook at because that would probably trigger my heart to be disallowed by the auto review. They have certain words that they pick up on on that will trigger the ad to be disapproved . I haven't had a not disapprove for a long time, and I don't want to start getting out. Disapproved now, because once you have an account where you are advertising regularly, Andi Facebook knows that your account is in good standing. You do not create as there are likely to get disapproved. That's when all your ads will be getting approved automatically so that they can go live quickly. Facebook doesn't want advertisers toe have to wait for the ads to be manually reviewed. They want ads to go live as quickly as possible. All right now, if you do get one or two ads, disapproved when you first start advertising, don't worry about it. It's very common. It certainly did happen to me. You do learn as you go along. You do learn what Facebook wants and what they don't want. You can read the ad policies, but that's not going to teach you everything. So it is a little bit of learning as you go along. But try not to have too many as disapproved. I don't know what the ultimate result of that would be. Whether or not you could possibly get your ad account suspended. I think that could be ah possibility. If you are continually having adds disapproved, So just be careful there. Now. You can appeal if you have not disapproved and you think it's wrong because the machine learning algorithm doesn't always get it right, so you can appeal for a manual review. I remember when somebody WAAS advertising, I think it was cushion covers or it was something that had an elephant on it. A picture of an elephant on it on Facebook doesn't allow nudity, So one of the things that the AI robot scans ads for is nudity. Andi. It thought that the elephants skin was human skin for some reason. Okay, so her ad was disapproved. But obviously she was able to appeal against that. Get a manual review on her ad was allowed, so there are times when it will be wrong. Your ad will be disapproved when it should have been approved, and that's when you appeal for a manual review. Okay, now there is a chance as well. But a nod can be allowed on. Then, when the manual review comes along, which it will do once you start getting activity, that kind of thing, it's then designed. It's not uncommon to see ads on Facebook that I know are not supposed to be there that violate the policies. But there's somehow slipped through with the robot review, but they will definitely be gone as soon as they have a manual review. All right, And the other thing I want to say here is the life span of a Facebook odd before it starts to lose. Its effectiveness is just a few days, but it's usually the image that needs to be replaced as opposed to the wording. It really depends as well on the size of your audience. If your audience is small, Facebook will start showing the add to the same people over and over again, on in which case, the ad is going to lose effectiveness pretty quickly. But changing the image will very often give the add a new lease of life, because when people see ads on Facebook, it's always the image that they see. First of all is the image that catches their attention. If your audience is large, it's possible the lifespan off your ad will be a lot longer. But you've monitor this from your ads manager, and you'll be able to see when that art is starting to become less effective when you're starting to get less conversions from that ad over the space of the day on the final thing I want to say here is you need to manage your expectations and do no expect to be successful at this right out of the gate. It is highly unlikely that you will be. You really need to get started in order to learn a start getting experience. You can watch all the training videos in the world, but until you actually start doing it yourself, you are not going to really learn. So what I have hoped to achieve in this training is get you started to get you started on the right fort. But from there on the still a learning curve, there's still going to be quite a lot of stuff, but you are going to be learning as you are going along. So once you're first out has been placed on your first ideas running head over to Facebook . Blueprint on further your education. But again, you're gonna learn here mostly by doing all right. Bye for now.