Facebook / Instagram Ads for Beginners | Our Agency's Approach | Certificate Included! | Ben Lund | Skillshare

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Facebook / Instagram Ads for Beginners | Our Agency's Approach | Certificate Included!

teacher avatar Ben Lund, Founder - Rise Marketing Group

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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 (52m)
    • 1. Facebook Ads Intro

    • 2. Business Manager Overview

    • 3. Facebook Business Manager Screenshare

    • 4. Facebook Ad Manager Overview

    • 5. Facebook Ad Account Screenshare

    • 6. Facebook Ad Creation Overview

    • 7. Facebook Ad Creation

    • 8. Facebook Ads Metrics Overview

    • 9. Facebook Ads Metrics

    • 10. Facebook Ads Screenshare

    • 11. Facebook Ads Closing

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About This Class

Facebook / Instagram Ads course for beginners, covering best practices we recommend at our agency, Rise Marketing Group. This is a 45 minute course, jam packed with best practices and how to videos to setup your Facebook campaigns for success. This course covers the following:

  • Introduction to Facebook Ads
  • Setting up appropriate infrastructure for success through FB Business Manager
  • Creating campaigns that perform (remarketing, look-a-like audiences, and persona based ads)
  • Ads
  • Key metrics
  • Conclusion (with a link for FB Support)

Email me at [email protected] upon completion for a course certificate.


Meet Your Teacher

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Ben Lund

Founder - Rise Marketing Group


13 years digital advertising experience including the last four at Google. Previous to Google I was at major media entities such as RKG ad agency (since acquired by Merkle), Yahoo! and Monster.  Throughout my career I worked with enterprise companies (Nutrisystem, Philips, Aspen Dental, Weight Watchers, Equinox Fitness, etc.) literally helped companies make millions off of AdWords and now want to scale my expertise to benefit more people and businesses. 


Currently I'm the founder of Rise Marketing Group (www.risemkg.com) which offers full service digital advertising and a DIY marketing blog, DIY Digital Strategy (www.diydigitalstrategy.com).

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1. Facebook Ads Intro: Hello, my name is Ben line that I'm the founder of rise marketing group and in digital advertising and veteran. I've been in placing digital ads since 2005, working at various companies throughout my career, including Yahoo way back in the day, from advertising agency, from working at Google from 2014 to 2018. And in 2018, I found it arise Marketing Group, which is a performance-driven advertising agency. We currently work with around 40 to 50 clients that we place ads for. And today I'm really excited to share with you a course that I put together which talks about Facebook and Facebook ads and how actually leverage a very, very, very powerful platform and Facebook ads to place very targeted placements across Facebook and Instagram. And this is a hands-on course. I'm going to be sharing my screen and I'll even be breaking down the exact setups that we take at our agency for our clients. So that way you can advertise with competence on Facebook. Now, if you have tried and Facebook in the past, you might have done like promoted posts, don't do any of that. That's just a waste of money. And what I'm gonna do is really just break down step-by-step how to set up appropriate infrastructure and strategies that will drive performance. Now this course is broken up into a few different segments. The first segment is all about setting the appropriate infrastructure. And what that means is said in Facebook business manager. So what that is, is creating your business manager account, which is just repository for all your assets related to social ads. So that's your Facebook page or Instagram page. It's giving B, it's going to hold your Facebook advertising account. It's going to have your pixel, which is really important, which is pixel on your site. So that way you're tracking what people are doing on your website. So the first part of this course is just going to write into a Facebook business manager setting that up for success. From there we're going to dive into Facebook ad Manager. And within this again, I'm going to share my screen and I'm going to break down the exact type of campaigns that we build at our agency for our clients that seemed to work very well. Once I talked about the structure, then I'm going to move on to Facebook ads. I'm going to share my screen and how to create some really quick ads and also share some best practices along the way. And then the last segment of this, I'm going to share some metrics that are really important as you are advertising on Facebook. So with that, let's get into it. And throughout I'm going to be sharing my screen so you can even duplicate these exact steps for your own business. 2. Business Manager Overview : Great, So now we're gonna take the first step of setup the appropriate set up an infrastructure for Facebook ads before we're even place in ads are an advantage or we're going to focus on Facebook business manager. And what this is, this is a setup where you put all the, everything that's relevant to your business and social within it. It's like an umbrella holding companies, so to speak, of everything related to your business, along with the lines of Facebook. So what this means is you're going, it's going to hold your pixel. The Facebook pixel is so incredibly important because it's going to track how many people are going to your site. What did they do it on their site? How many of them are adding items to the cart, going to check out how many of them are purchasing. That's so incredibly important and that is going to be held within your business manager. Additionally, within your business manager is going to be holding your Facebook page, your Instagram pages that you're going to connect to your business manager. Within your business managers can also have your ad accounts and think that it's just like this umbrella of all your business entities within it. And by putting it at all within the business manager, what's going to happen? It's going to be a central repository for at all and they're all going to connect to each other. 3. Facebook Business Manager Screenshare: So what I would advise every advertiser or potential advertiser in business to do is before you write any ads or go to promote a post, we need to set up the appropriate infrastructure. So what I would recommend everyone to do and many business I already have the setup is go to business dot facebook.com. And once you're here, as you can see as I mentioned earlier, this is where you're going to manage your ad accounts, your pages, people who work on them. So let's say you create this and eventually you want to have another agency manager at account and you're just gonna give them access to your business manager. This is all free. You're not paying for anything. This is just laying the groundwork. And then from here, so again, URL business dot facebook.com. And then from here you just go ahead and create an account. I already have a couple of business manager accounts created, and they are tied to email addresses. So I can't create another one. This is, these are the steps and I'm going to walk you over. And now on the next screen, once you have this set up, what this actually looks like. So this is this is a business manager account that we have set up. This is just for training purposes. I have a blog called DIY digital strategy. So this is just training purposes. I'm not showing you our agency account because that would be probably share some client information which we don't wanna do. But what this is, this is your business manager account. There's probably a lot here and that might seem like a little overwhelming. I'm just going to show you a couple of things that you need to know in terms of infrastructure. Let's open this up. You need to, you need to link your Facebook business page here. So you've probably created one if you didn't. If you did, you can just add it right here. If you didn't. Go ahead, hit Create a new page, have a B for your business because for any type of advertising, it doesn't need to have be under a business page and naturalist, a personal page you can advertise on a personal account. So one, get that setup. Again, if you have pages of business pages there and you just link it here. If not, you're gonna create your own page. Next is under under users, of course, if there are any people that you want to add to your business manager, maybe business partner or an intern or a marketing manager. You just go ahead and add them because you want to make sure that they have access to all this. Again, this is your umbrella that's going to hold everything that's that relates to Facebook advertising. So added people, data sources. This is probably the most critical piece for success. And I'm going to emphasize this as much as possible, is under data sources, there's the thing called pixels. What pixels are? It's just a little bit of code that you're going to put on your website. I would actually recommend to work with a developer and apply it on just to make sure it's set up correctly. And what that's gonna do is it's going to track every person that goes to your website. Not only that, it's also going to track what they're doing on your website. And you can create specific conversion events to fire once a specific event happens that you're looking more of. So for an e-commerce shop that's purchases for a B2B client or advertiser, that would be just leads. So this is just so incredibly important that it's set up correctly. So what you're gonna wanna do is let's do add pixel. And then let's just, just this example's sake. Let's just do it for marketing group, our agency, we already have the setup, but this is just example. Go through this. And then it's gonna say, Oh, do you want to set this up later in Ads Manager, you can do that or you can just do it. I'll just set it up right now. Everything within business manager set go to setup the pixel now. And what I would record, you can manually set the code up. They do have some different integrations. What I would highly recommend to do, because this is just so incredibly important that it's done and done correctly. Email this to a developer, put in their email. And then it will just literally break down. This is your Facebook ID, this is your base code. And what that means, this just goes on every page of your website just to track all users that you're ads, all pages your users are going to from your ads. But then you also need to set up even codes. This is just so incredibly important, but a developer will know what to do. And if not, and if anyone needs recommendations for developers, I'm happy to refer some folks. What you wanna do is set up events for any meaningful outcomes. So it's new customers or any leads that you're getting. A developer will know how to set this up and there's really helpful articles that Facebook puts out there. So for example, uses that add items to their cart. They contact, they donate, its a lead or a purchase. And then there's a helpful checker just to setup the event. So send this over to developer. I would avoid against sadness up as a DIY BY just say again, it's so critical because once you have the setup, you just have a really nice feedback loop and you will from day one to understand the return that you're getting. And then last bit. Is. Then you're going to want to go to your AD account. And if you don't already have it, if you haven't had account, you can add. If you don't, you're going to go ahead and create a new account. I'm not gonna go through this just because we already have AD account setup and you're going to want to create it. So at the end of this section, you're going to have a business manager account. It's going to be connected with your business Facebook page. You're going to send the pixel over to developer to implement and set up those conversion events and test it. And then lastly, you're going to add in your AD account. And that is, that's about it for this section. So this is just laying up this infrastructure. So now what we're gonna do is we're going to jump right into Facebook ad manager and start to build out campaigns now that we have this all set up. Lastly, I would be remiss to share is that when some within business management, you can assign access to any of your assets to different people. So for example, you have your AD account. You can add different people to it, things like that. But I do want to share that when you create the pixel within your business setting, you wanna make sure that it's added to your account. So let's say this is the pixel right here. Click it. That's the one you create it and then just go to Add Assets and you'll see add accounts, and then you can just hit bingo and then add it. I'm not going to add it because this account already has a pixel. But those are the steps I just wanted to make sure that you had. The first part of the course. We are going to cover infrastructure. So as before, we're creating campaigns, ads, and even spans the appropriate infrastructure to create our Facebook ads. Facebook business manager. So this was your entire business shells for all things related to Facebook within your business manager, it's gonna continue to see things that are going to be very important. One is gonna contain your Facebook and Instagram business pages, which are a requirement. You need to actually have business pages, not just a personal page. If you're going to be in your Facebook account, which we're going to be your pixel. And what the baseline is, little bit of code that you put on your website. And then you'll be able to track your website as well as meaningful events that are happening. So maybe there sign up for a newsletter or subscribing to something or purchasing. Infrastructure are fit. And we'll go through that. Great. So now let's continue on with set up the infrastructure for Facebook. And what that means is, before we even start creating advertising campaigns, you need to have a business manager account. What a business manager account is. It's just a repository where you store your talents, your pages, and the people who work on them. And this Facebook eloquently puts here and then place in its free. So go to the URL business dot facebook.com. For any of the, any of you who already have that. Great. We could probably cruise through the stamp. But if you don't go to business dot facebook.com and go ahead and create your account. Once you create your account, scroll down over here, you're going to get to a place that looks like this. This is your Facebook business account. This is just kind of like a dummy account that I have for tutorial sake. There's a bunch of different things right here. But for given this course is for more introductory, just getting things off the ground and we're just going to cover the most important things. So very up on top, very first people, these are people that you wanted to add to the business. So you should have your name there if you've created the account. If you want to add in a business partner and whomever, you can simply add them, put in their email address. Given them either admin access, which gives them full control of the business or employee access, and then send out the appropriate invites so that way they can access your business account. That's people. Next, we need to get your pages, your business pages, linked up with your Facebook business manager. Now, if you're going to advertise, it has to be from business pages that it can't be from your personal page. A has to be from a business page. So if you don't already have those, you should create those, but go to under accounts, go to pages. This is where you will link up your Facebook business page. If you already have the page, you can just add it or you can create a new page if you don't have that creative. Additionally, go to Instagram accounts. This is where you want to link up your Instagram account to this as well. Next is pixels. This is so incredibly, incredibly, incredibly important. I cannot stress this enough. If you're gonna do, be doing any type of advertising on Facebook with the hope of success, strong return on investment. It is absolutely required to set up the pixel on your website. So what is a pixel? A pixel is simple, simply just a little bit of code. You put on the website where Facebook and learn who's come into your site and you identify a valuable actions that Facebook's tracking. So for example, if you're an e-commerce shop that's purchases. And by setting up the pixel, Facebook will be able to see it not only who's going to your site, but who are taking these meaningful actions that are driving business growth for you? And then it will turn into like a machine-learning algorithm where I'll really focus in hone in on people who are doing these events that you'll that you'll list within the admin or the AD account that will create in a little bit. For this, I would also recommend that you work with, work with a developer. For a developer, it's very simple, straightforward, should take no more than an hour or two of their time, tops. If you don't have a developer, feel free to reach out to us at rise marketing group. I can always introduce you to a few folks. And I recommend to work with the developer versus kinda doing a DIY act only because it won't take that one from a professional. And you want to make sure it's set up correctly. If it's set up correctly, it's gonna make the world a difference in the effectiveness of your advertising. So to set this up, go to pixels. Add pixel red up here. And say, what's your pixel lamb DOI digital strategy, and that's just a blog. But let's say we're going to do this for rise marketing group can enter and I'm just going to skip that because just, for example sake. And then I would go to setup pixel. Now, no skin me three options. One, adding the code through a partner integration to manually add the pixel to the website, or three email instructions to the developer. I would recommend to do that because this email, I click it, you put in their e-mail. It's going to give all the instructions. It has a base code, which is just code that goes on every page of the website to track users. And then also as these event codes where the developer Well update the code and have certain events to fire on any meaningful actions. So for example, if you're an e-commerce store, the developer will create an event for purchases. So that way, your ad campaigns will be optimized towards purchases and we'll be reporting as such. Or if you're B2B, it's going to be more lead generation. So those are a few things there. But again and then you can test they'll status. But I worked with a developer. I would pay the two hours of time it takes to set this up and set it up correctly and have them QA based off of step number four, just to set this up appropriately. Then lastly, go to add accounts. If you already have an account, it should be there. If not, you go to add, Create a new ad account into new name payment method, so forth, so on. To get that created. When you do create a pixel within business manager, you need to then assign it to your AD account. So that way your AD account is operating from that. So you go to pixels, and this is the pixel we just created. And then go to add assets, add account, click the Add Account, and then just added, just so that way it's linked up where this pixel is now also associated with this AD account. Very important. I'm gonna sit on this for a couple more seconds just so that way you understand it when you create this at the business manager account, you need to link it to the add accounts. I'm going to redo it. Pictorials sites, the pixel you created a bunch here because just testing had assets. Select the Add Account I want to add it to. And that's it. This is pretty much the bulk of what I wanted to cover right here. Yeah. And if you have any technical questions at the very end of this course, I have a link to access Facebook's support section, which should be helpful. But for business, this is all just laying out the infrastructure before we get into actually creating accounts. 4. Facebook Ad Manager Overview: Great. So now what we're gonna do is jump right into Facebook ad Manager. So we set up the appropriate to infrastructure with your business manager. Now comes the fun part. Now we're going to be setting up our campaigns. And with us I'm going to be sharing my screen of a campaign structure that we use at rise marketing group for our clients. It's breaking out different type of campaigns based off of audiences and audience and 10. And that's going to include some persona based campaigns. So just using Facebook's targeting to turn to find users that you think would resonate well with your product, your service. It's also going to include lookalike audiences, which I'm sure you've heard about. And that's very powerful where you can tell Facebook, Hey, these users are very valuable to me, find people just like them. And then lastly, we can create a remarketing campaign targeting users who have visited your site but didn't take action. And then we're going to follow them up with some ads. So with that, let's jump right into Facebook ad Manager. 5. Facebook Ad Account Screenshare: So this is the Facebook ad account. This is one of my business at accounts for rise marketing group. What this has right here is we have three tabs right here, campaigns, ad sets and ads. Before begin to ad sets and adds. I'm going to talk about a strategy that we use for the majority of our clients. And we're going to create three different campaigns. One campaign is going to be called persona, which means we're just going to leverage different audiences that Facebook has that we can target. The next campaign we're going to create is called a look-alike audience campaign, where leveraging the Facebook pixel, we can find people that are very similar to those who are either buying from us or visit our website. And the Facebook algorithm is really dialed in and it learns pretty quickly. And then the last campaign that we're gonna create is called a re-marketing campaign. And that's targeting past visitor's pass site visitors that maybe didn't purchased. But you wanted to get them back in the mix. So within each campaign, actually I'm going to start building this out right now. So let's do a persona campaign. And for anyone that's really focused on business outcomes would recommend that your main goal should be based off of conversions. And again, that all goes back to the pixel. If we set up these events of purchases or leads, it will be able to optimize and reach people that are more inclined to actually purchase or connect with you. Let's go to conversions and answer campaign one, what I like to call this as persona. So these are, this is a campaign that's going to have different ads, ads which I'm going to get to what that is shortly of different audiences that we think might resonate for us. And for this case, let's just say I'm, I'm marketing rise marketing group. So I'm, I'm creating some campaigns for an ad agency to find other people who might be in market for advertising services. So I'm just gonna go down through this. All of our buying type is an auction. It's an auction based who's ever willing to pay more usually gets the impression. It. Also is campaign objectives always focus on conversions. You can set up campaign spending limits if you want. I'm not gonna get into AB tests in this course is very much for beginners. And then you can also enable this. It's called a campaign budget optimization. This will distribute your budget evenly across AdSense and get more results. That's fine. You set your daily budget. Let's say we want to do $10 a day. And our bid strategy, I usually go for lowest cost, that means. Whatever that core event that we're trying to drive my purchases or whatever, it's just trying to get most of those for our budget. And then so now you're going to go to the next. So now we're, that's a campaign that's simply just like an overall shell name, budget. And within that, we're going to have different ad sets, where ad sets are, it's just a combination of different audiences that we're targeting with the ads at this specific audience is going to receive. So when I say persona, let's just give an example. So let's say Shopify, honor. So let's say I want to reach people who have Shopify sites. Because Shopify site, they have an e-commerce site and they may want to start to advertise on Facebook. So let's say I want to go after those individuals. Let's see, let's scroll down a little bit. Too much. You should have your pixel already like defaulted here. I didn't have any conversion events on here, but let's say if it was set up correctly, I can say, hey, optimized towards this event, which is a lead, anyone who's submitted information on my website, you should see that dropdown and instead of read, this should be green if you're a developer, set this up correctly. So then you said that your, your date, start date, potentially end date if you wanted. And then what you custom audiences I'll get to in a bit that's more for targeting passed site visitors. Or if you upload an email list or you create a look-alike audience. But for now let's say I want to reach anyone in the US. And age, I don't know. 18 is a little young. Let's just go for 27 and above all genders. And then I might, so this is where you can leverage a lot of Facebook's targeting that they have built into the platform. So let's see if there's anything. I'm pretty sure there's something about Shopify. Great. So there's a big segment for anyone who has an interest in Shopify. Always gut check here. If I realistically think my target audiences half the population in the US, that means I'm way too broad with this. So let's try to find other ways that you want to triangulate. So instead of just adding more audiences here, what you wanna do is then scroll down here and do Narrow audience. So maybe I also want to say, yeah, people who have an interest in Shopify, but maybe they're also maybe their business owner. Say owner. Let's see. Small business owner, Cool. And you can see how it drove down. My potential reads 5 million, which is probably about right. Let's do business owner. I'm also going to search it all there. Shopify. Yeah. I don't want to reach people who work at Shopify. So yeah. So let's just say I want to reach people who are interested in Shopify. They're a business owner. And let's narrow further. And let's say they also like digital marketing. Okay, that brings it down to 3.5. fine. This still might be a little too large of an audience. What is that? 1% of the population. But this is how you should be thinking about it. I always look at your potential reach. Bigger isn't better. That means you are just way too broad and always hone it in. Don't add in a bunch of interests on the same one. Always hit that narrow audience further. So it's an attribute. So yes, they have to have an interest in shop by yes, they have to be a small business owner. And yes, they have to have interests in digital marketing. I also like to uncheck this detailed targeting expansion where that just says that tells Facebook, yeah, these are important, but even if they don't meet, all three, try to find other people like that. So what that did is it brought down to actually like a really solid adjustable audience. That's just a 160 thousand people. Considering there's 350 or so million people in the US. This is a really good audience that I think I might have success on. Languages. You can pick your language. And I always do automatic placements for the most part. This will buy placements. It's where it's going to be delivered, whether story, news feed, which device, things like that. I always do automatic let Facebook optimize and I would leave it as that. So that's your ad set. Your ad set is just simply your target audience and then associate with your ad. Now, before I get into the ads, I want to finish. Actually, let's jump into ads right here and then I'm going to create some other campaigns. I don't have an Instagram account, so if I go to the ads, just follow the process. You're going to have your this is my business page. And then you're going to want to select your Instagram account so that way you can serve on both platforms. And then from here it's pretty straightforward. You you add media. Let's see if I don't have any stock footage. But what you wanna do it scrolling my site right now. This could be a fun one. And I'm gonna go into more into adds just in a bit, but I'm just going to complete the process just so that way you guys can see how this works. So with Facebook ads, it's really just a visual asset. And then you accompany it with text. So the visual asset can be maybe if you have custom footage, maybe if your e-commerce is from a product centric or, or you can, there's a lot of just like good graphics that you can purchase online that might resonate well. So then there's a headline and then your primary texts. So headline, you definitely want something like. Very compelling. So it could be free digital on growth plan. And that's something that we can't, we offer us a new clients that they're really thinking about. Partnering with us will put together a growth plan of, okay, if we're going to forget to mark to market your business, this is what would do. So that's going to be our offer and get your free, free growth plan. And once I click off of this, you will see this populate. And also primary text. So you can say, I'm founded based on 15 plus years experience. Don't. It's just your primary text you really want to lay out like why they shouldn't be clicking on your head. And I always think about who you're reaching. So in this case I'm reaching people who had an interest in Shopify. So maybe I'll say specializing in Shopify, stores with holiday around the corner. Get ready to make 20-20 best holiday yet. I would have something like that. I'm going to get more into best practices of our ads and a little bit. You can have an optional description that is under the headline. If the headline isn't too long. Once my computer or starts to reload again, I'm going to do that. All right, let's do it. We'll do it. We'll do something along the lines of no commitment required. And then the destination will be our website, rise m k g.com. From here I'm going to paste. And that's it. And then from here we're just going to publish it. And then what happened? You can see how this potentially renders. You hit publish and that's it. You created your first campaign. So now I'm going to let this catch up for a little bit. That's our first campaign. That was our persona, which is creating, targeting people based off of information and targets that Facebook is letting us access. What you'd want to do is even create multiple ad sets, just one persona per ad set, so all within the same campaign. But what I would recommend to do. Create a couple of the persona's, maybe instead Shopify owners, I might do people who have an interest in Woo Commerce, which is another e-commerce platform. And then maybe do two to four different persona's that I think might resonate well and you wanna have, you wanna really spread it out amongst the few because you might have a good idea of what works, but you really don't know until, until you push it out there. So that's that now I'm gonna take a quick break and then we're going to jump right into other campaigns I'd recommend creating and including lookalike audiences as well as remarketing. So now we've created that persona campaign. I would. And within the ad set, you have different breakout, each audience into its own headsets so you know how each audience will perform. So now we're gonna go into a lookalike audiences. So that's gonna be a separate secondary campaign. And what this is Intent, instead of intentionally targeting exactly who we want, we're saying Facebook, hey, this audience is very important to me. Find more people like this. So let's just jump into that campaign name, call it look-alike is always budget optimization on $10 a day or whatever, whatever you want it to be, that makes sense for your business. Then we're gonna go to the ad set. So on the ad side, this is where we explicitly list two. We're targeting. Make sure your pixels here, you select your conversion event that's most important for your business, whether a purchase or a lead, this should be green. This is not for me. Only because this is just an instructor account. It's not been a real account. And then what we wanna do, we wanna create a custom audience. So what we're going to do is hit Create new look-a-like audience. First, we need to create a source. So in this case, it could be you're just telling Facebook who you're given Facebook, like find more people like this. And that could be people who visited your website customer list if it's a sufficient size over a 1000 or so, people have engaged you their Instagram or Facebook page. So let's just say websites. So first you need to create your custom audience. So let's just say any website visitors over the last three days, or even better, people who visited or visitors by timespan, the top 25% of people who visited my website based off a timespan. So I'll just say I'll date this so I know, excuse me, at 902 top site visitors times, that's my audience. So first of all, we have to create this audience. Now once I, audiences created, we're gonna create a look like from the audience. So we select our lookalike source and then our lookalike audience size. Only do the top 1%. The tighter the better. So your time, Facebook find more people like these, but of those just the top 1% that you think are more, more like them. And then you're gonna create audience. You're gonna exclude this one because this is the seated one, just recent site visitors. And you're going to be targeting this. Like offer your top website visitors. This is very, these usually work really well. I would then go through the rest of the targeting, maybe age parameters. Nothing else really. I would just let Facebook figure it out. And because you're optimizing towards these conversion events, Facebook's going to understand who are more likely to convert than not over time. And then, and then of course you'd create your ad as we did on the last one. And then so out create lookalike audiences. And I would repeat this process and have a look like office site visitors look-alike off of cut users who purchased from you by uploading the email list or something like that, look like off of users who engage with your Facebook page. But what's most important is just that the audience size, that's seated audience Side is creating a look-alike audience from is of a sufficient size. And so we created our persona campaign and look-a-like. Now, we're going to create a re-marketing campaign. What remarketing is, any time and you experiences, let's say you're on gap, you're going to buy a pair of jeans, you didn't buy those genes. And then also I need to see all these ads following you around. That is, that's where the marketing. And we're gonna do that also for your business. So focus on conversions. Let's call this remarketing budget. You set your budget, let's say $10 a day. And it's very similar to the look-alike. Now or in the ad set. That's where we said we were going after. It's very similar. And I want to target or I'm gonna track, NOT submit to lead. And then what you wanna do is we're going to create a custom audience who are going after. And let's say we're going to create new and said Look like it's just custom audience, website visitors. And who visited last 30 days. You can even exclude people If you wanted. So maybe excluding people who visited a thank you page because that means they have already converted. And then we can just say, Reese, recently visited or last days, create this audience. We already create a look-alike audience from this, so that it's going to reach people who have recently visited my set in the last 30 days. And then you can have other parameters if you want. And then from there you just go to your ad. So this, this is definitely like the heart of a big part of the strategy is one, making sure you have the pixel, but then create three different campaigns of persona campaign, a look alike audience campaign that are your time, Facebook find people who have to reach, people who are very similar to ones that are meaningful to me based off a site visits or who've purchased from me in the past. And then you have a re-marketing campaign in remarketing and you can do so much. He can target people based off of, say, visitation, based off of the email lists upload who've interacts with your social platforms. But for this course, trying to keep it more and the beginner level, and that's more on the advanced courses of all the different audiences that you can build out. And that's your campaign structure. So I'm going to stop right here and then we are, next. We're gonna go into ad formats. 6. Facebook Ad Creation Overview: All right, so now that we've created your Facebook ad account, we are going to jump in and create some ads. Creating ads on Facebook and Instagram. So easy. Facebook really makes it easy and really nice. Engage in ads where you combine either an image or an image and video combined with some text along with a call to action, also share some type of ad formats that typically work well, but as always, I'm going to share my screen. So let's jump into it. 7. Facebook Ad Creation : Great. So now that, now that you're, we built out the campaigns and the ad sets, what you wanna do is for every every ad side, we did this for the Shopify owner, one click into this. And here are just some old dead that never even started. So let's just get rid of them. Just to clean things up here. So we have an ad right here. That stock photo founded based off 15 years experience. Awesome. Headline right here. Great. And you want to have a call to action that's relevant, so you're not shopping from its sign up or contact or something like that. So that's great. But what you would definitely want to do is that's a good first add. We wanted to create many more, so let's create another one here and persona. Then our Shopify owner answer it. And then let's call this video. Video ads work really well. We call this thumb stopper. So if you're scrolling on Facebook and Instagram, Olsen UCI, something that's animated, it kinda stops you for a little bit. So what you could do is, I don't have any videos, but you could do the exact same thing, but you can just upload a video. Again, I don't have any videos, but videos work really well. So long as it's under 15 seconds, you gotta keep it real quick because people aren't just going to sit for 30 to 60 seconds. Watch in it. And then same thing, add in your text, headline in description. Another type of ad format that you'll want to create or tests are called Carousel Ads. And what these are, just, as the name suggests, it's a carousel. So you can just kinda swipe through and have different, different cards. So let's go ahead and create one. So let's say I like this one. And then we can say, don't just hire a MER, kids are here a team. Each. Carousels should have maybe like a headline that resonates with this. So let's just don't, to, don't just hire a marketer. I are a team. And then we can do another one. And obviously it's a lot easier if you're selling a product or products because then you can just like swipe through different images of it or top products that you sell. And then for another one I could say. And I'm just going to be creative here. And you can also add videos to this, to Video Carousels app that I won't necessarily want my image in ad. But let's just say I do just to give you an example of what this looks like. And then he can say, led by a former Googler. So yeah, this ad is fine. I would want to I want to actually get different type of assets. But like, yeah, this is fine for an agency. Don't just hire market or hire team. And then you show like an actual image here, which makes it much more personable, led by former, former Googler. And one fun thing with Facebook ads, people really read, resonate well with images of people. Think it's just human nature. So if you ever have the images of people, of lifestyle ads using your products or services, that definitely goes a long way. And let's just show you what this looks like. And then we'll have our primary texts. Rise marketing, group. Bill to grow business is contact today, are you free trial or free console? To what this looks like? Right? So you, what you want is much more text up here. Quoted testimonials work really well. We actually found that little longer format ads work better. But this is just an example. And then how you can, you can like swipe through and just have a bunch of different images. So yeah, and you wanted to have carousels tell a little bit of a story, but we definitely see some good progress from them. But all this to say, you should create several different multiple ads, different formats, maybe different offers and you'll be able to see eventually what's, what's working well for, what's working best for your business. 8. Facebook Ads Metrics Overview: For the last section, Let's jump into add metrics. And so it's really important to understand what type of metrics to look at when evaluating performance and when evaluating success story that way you know which campaigns you should push on, what ones you should pull back on, what's best for your business. So as always, aim to share my screen, let's jump into a couple of metrics that I would recommend that you look at for Facebook. 9. Facebook Ads Metrics: So next, what we're gonna do is just take a look at the metrics. I always have this usually defaulted to performance. It just gives a nice overview of how much of you spend, how many results do yet. And that's based off of the results that you've identified for your ads out of what conversion event that you're optimizing towards. So in this case, it's leads the cost per results or cost per liter pain. How many people you're reaching? How many impressions did your ad serves? And harmony results in your daily budget. I like this one, but you can definitely customize it. You can go to engagement. And this is more like social metrics of how many posts, reactions, comments saves you're getting. And of course, you can customize your columns to whatever is best for your business, but I generally like that performance-based. So that way it's really easy to see what campaigns are working or not working. 10. Facebook Ads Screenshare: Great. So if anyone has any additional questions, technical questions, I'm going to stand right here. I'm going to pass along this link, which is linked to Facebook's support. So here's the URL, facebook.com slash business slash O. Yo there. To make sure it's going to refer to the layer place. Yep. Lots of helpful information go through again, that's where the DIY marketer, but some definitely some good information. Hopefully everything that I showed here would be a really good spot. But for any other technical questions, this is a good resource. 11. Facebook Ads Closing: All right, thank you so much for joining this course. I hope you found it very valuable to give you a nice overview of Facebook ads and what to do and what not to do. If you have any questions, feel free to reach out to me. If you need even more support, you need agencies support in an agency to actually run these campaigns for you. Feel free to reach out our agencies rise marketing group, which is rising mk G.com. But again, appreciate it and I hope wish you all the best in these campaigns.