Google and Facebook ads for absolute beginners | Evan Kimbrell | Skillshare

Google and Facebook ads for absolute beginners

Evan Kimbrell, Director at Sprintkick

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5 Lessons (32m)
    • 1. Welcome to the class!

      1:25
    • 2. First thing to do

      1:05
    • 3. Facebook ads

      14:04
    • 4. Google ads

      13:59
    • 5. Keep the learning going

      1:35

About This Class

You can't run. You can't hide. Facebook and Google have planted themselves on this planet, weaved their roots through the seedy underbelly of the business world, intertwined with our networks, locked hold, and aren't going anywhere. Ever. So if you're an entrepreneur, small business owner, or marketer then there's no point in putting it off any longer - you'll have to learn how to run a Facebook or Google ad campaign.

This class is for the true beginner. Learning pay-per-click advertising can be extremely daunting, but this will get you up and running with the basics. I'll walk you through the process of setting up a basic ad campaign on both Facebook and Google that will direct people to your website. Remember, this is not an advanced class, this is for those who have never even seen what these ads look like behind the curtain. 

What you'll learn: (italics)

  • Basic overview of each platform
  • Key differentiating features
  • How to set-up basic ad campaigns geared toward getting people to your website
  • How to target your audience

What you'll do:

  • You're going to create ad campaigns on Facebook and Google. Because there's nothing like good old fashioned hands-on practice.

Transcripts

1. Welcome to the class!: Hey, guys, I'm Evan Kimbrell, and I'm the director at Sprint Kick, which is a web and mobile development studio based out of San Francisco, California. In this class, we're gonna cover Google and Facebook ads right to do it for the absolute beginner. I created this class for a lot of you out there who know you need to learn how to do basic pay per click or pay per view advertising. But you don't really know where to start. Facebook and Google could be very daunting platforms when you know nothing about how they work and you really don't know where to get started, I'm gonna show you Google and Facebook. From my perspective, I'm gonna show you how you could create a basic campaign for a basic landing page at the end of the class, you'll be perfectly comfortable with running ad campaigns on Google and Facebook. However, I really have to stress this class is not an advanced class. This is for you guys out there who know you wanna learn Google know you wanna learn Facebook, but you know nothing during the class, I'm gonna give you a basic overview of the sections of each platform we're gonna talk about . What are the key features that differentiate? The two also talk about the things that you should concern yourself with and where this more more of the advanced experimental features that probably aren't worth diving into yet . I hope you're excited to take this class. I'm excited to teach it. See you guys inside. 2. First thing to do: Hey, guys, welcome back to the class. So I have an assignment for you really quickly. I want this to be the first thing you dio eso at the bottom of the skill share page. It says discussions, the clip discussions, and then you can click new post. I want you right now to go and do that and introduce yourself. You don't have to tell me a lot of information. You can just say your name or your from. But what I'd like to actually hear from you is one. What do you struggling with? And to what are you looking to get out of the class? I think this is something that helped immensely with the class. I really like to make my classes as engaging as possible. I respond to everyone, and I want to make sure that as I'm teaching, I'm meeting your goals and I know exactly what I'm trying to fix. Okay, so this is the first thing. Just go down to the bottom of the page. Do that now. Don't skip it. You can skip it if you want, but I think you'll miss out. All right. Seeing the next lecture 3. Facebook ads: in this lecture. I'm only really going to show you the absolute bare minimum. You need to know to throw up a Facebook ad quickly. So what you want to do is you just want to go to facebook dot com slash advertising. You can use whatever Facebook account you have. Um, it works really with anything. I think you could even run ads without an account. But regardless, go to facebook dot com slash advertising only want to do is click create an ad, so it gives us a list of things to choose from. And what they say is choose the objective for your campaign. Now, the reason why they ask you this is because depending on what you're trying to get done, they're going forward you to a different section of their advertising platform. So, for instance, if you're trying to boost a post, they're going to ask you, what Post do you have there on your Facebook account re Facebook page? And then what you do is end up paying for them to show that to other people who are not immediately in your network, same thing with like promote your page. What that is is when you see in your news feed a summary of another page and it's just generic summary text, and it shows that someone in your group like that page that's what that is. We're only gonna concern ourselves with the third option here and that send people to your website. The other ones are very specific. You know, if you had a Facebook, um, app Or maybe if you're throwing an event or you have a video etcetera, we don't really care about that. We're just going for this. Okay, so we have an active landing page on the lawn truck, so we're just gonna copy and paste it over, all right? So automatically populates your campaign name and then it ask you to set the parameters. So as you're doing this, you're going to set parameters for who you think should see this ad over here, you're going to see a needle, and as you add more and more information, it's gonna start going this direction. Now, the general idea behind this is that we don't want it to be broad because then we don't know who is clicking on it, and those people are clicking on it. We don't actually think are likely to be good users. So we want to get it towards over here. Um, but not so specific that not enough people see it. And, you know, it takes too long for you to exhaust the amount of money that you put into it. $20. Typically, it's Facebook is going to equate anywhere from se 15 clicks to 60 clicks. It just depends on who you're targeting. So on location. It's pretty simple. Um, you know, with this example, were only launching in United States. So it all just doesn't make sense to go outside the country and specific to this it would make sense that you try to probably launch this in a city itself and see how that works. Um, it doesn't really make sense of only $20 to try it on the entire country because you don't know who's going to click on it. But again, you can't really go wrong. I think, though, if you speak, pick something specific that's gonna help you a lot. So we'll just put in the zip code for San Francisco. Um, now, in general, when you're setting this up, this doesn't take a ton of research and time to come up with these parameters. Honestly, you probably have a basic idea of who you think would use this and who you think would not be interested at all. And then a lot of it's just common sense. So don't spend hours trying to do well on this. If you really need help, you can do is you can look for other APS that, um, Absar websites that are popular that have are somewhat similar to what you're trying to dio and then look at who uses those. And that can kind of give you a little bit of an idea. But it really shouldn't take you more than really 10 15 minutes to kind of ponder on it, and you could also experiment. You can try and add for one group of people and then trying on for another group of people that might be $40 but regardless, you can't really go wrong because we're just trying to fish for reactions. So since we're making a happy at our AP, it always doesn't make sense to set it at 18 because United States you can't drink it 18. So it set at 21 and I'm gonna take a wild guess and say that people were interested in this are people who go out often who want cheap things and also use their mobile laps all the time. That's generally gonna be someone in their twenties to their thirties. Ah, you could do find pushing the age range higher. But that's my guess that people in their twenties they're gonna be more interested in happy hours. I don't really think that you should try to narrow down by women versus men. We don't really know that yet. If you are trying to make something that specifically appealed the women that you go for women or specifically appealing to men, you might go for men. For this case, I don't actually know who it's gonna want this so well, even at all languages. If your site's only in English that I had said it is English. If you're trying to launch this in a different language in a different country than you would set it, it's something else. You don't want to set in multiple languages because you don't want someone who's on Spanish Facebook. Do you click on an English ad and go to a page. It's in English. Just stick with one language. For now. Now, interests are quite helpful. What their How they populate this is that they look at what you've liked and what you've what pages you've interacted with on Facebook. And so maybe there's a certain page that he knows out there that I know that the people looking that page would probably also be interested in this. So and you could do this really broadly. And you could do this really narrowly. Um, there's one section on here called Food and Drink. And so there's 83 839 million people within that. So that's a good place to start. But we probably want to narrow that down a little bit. So let's say something like alcoholic beverages. That's a pretty good guess. And as you can see now, my potential reach is 16,800 people. Now, again, we're only looking for, say, 30 40 kliks Now, you could you could tailor this farther if you wanted to. Like I could say, um, beer specifically because I think that happy hour is gonna be more predominantly focused towards beer. You know, it has some wine as well. But typically Happy Hour's gonna have beer. So you might say beer. Ah, yes, we'd like to narrow our audience. Let's go even more narrow. Um, what I can also do is look for something very specific Happy hour with friends. We could say Okay. And there's even a right here, 10,000 people. And it says that people who have expressed an interest or like pages related to happy hour with friends So that might actually be something that's very specific now. Behaviors, You know, that's something that you could get a lot of value out of. But in our case, we want to keep it simple. I'd stay away from, um to behaviors that are way too advanced. Ah, because these can backfire on you. And I think they require a lot more research into what exactly the Facebook platform could dio and what exactly a consumer profile looks like. So we just want to skip over that same with connections. Really? What a mess of that. So, on the budget, we want to set that your lifetime budget, and then you can pick whatever amount you're comfortable with. I'm gonna say $20. Now Facebook wants us to spend a minimum of a dollar a day. So they're going to say that the maximum that can last is 20 days. 22 Money's, too, Um, but realistically, for $20 that's probably only 2 to 3 klicks a day. Which means that we don't wanna wait a month just to see how well this performed. Let's just try toe, cycle it out really quickly. Let's see if we can try to spend it all in two days. Um, you could do it longer if you wanted. Teoh doesn't really matter. I don't There's no advantage to trickling your money out. I think the only thing I think it think of is if you needed to make changes along the way. If you found a typo on your website or you want to improve it slightly, then you might want more time to see a change in Midway. Doesn't matter what you name your ad here. Now you're gonna put images, and this is the first thing that people always see. So pick something simple and pick something that's related obviously to what you're trying to pitch. Um, in this case, we'll just use that beer mug image that we use previously, um, we got have you? So that's an example. Now, if I add another image, what it's gonna do is it's natural gonna cycle between the two, which is good. You don't wanna have the case where you picked one image, and that's just a bad image, but a good product. You want to try different images out because people respond differently to different images and Facebook will automatically decide which one does better and then use that one so we could use happy people drinking. That's a decent one. People have statistically shown that they respond very positively to stock photographs of groups of people. That's why stomach photos are so popular. So we'll try something like that. Um, Now, do you want to connect a Facebook page? It's gonna automatically connect you. Um, what you can do here now is you're gonna set the headline you're gonna set the tax, and over here it's gonna show you what it looks like. Now the only thing that I think you should do over here is have a conscious decision Whether or not you care. If it shows up on your desktop or it shows only on mobile phones. The other thing is, you have these things called right column, and these are the traditional adds that you would normally think of on Facebook. They usually show up on the right hand side over here. Those just do not convert very well anymore. I know a lot of people have very strong opinions about those. I just shy away from them simply because people have gotten to a point where they don't even notice them anymore. So I would just get rid of those personally. You can run those if you want. It doesn't. It's really up to you, partner Mobile APS. That's another one. Facebook will push a lot of clicks of their partner mobile app, So I like to get rid of them because you have no idea where this is going to show up on. It could show up on some website in the Philippines. That has absolutely nothing to do with what you're looking for. There's no quality control now here, Um, the only differentiation you understand his desktop newsfeed is for people on their computer. Typically, people who are on the computer are going to be more substantial users. They're gonna spend more time on their page because there said it. They're sitting down, um, and their mawr capable of spending a lot of time looking at it. Whereas mobile news feed people who knows? You know, they could be on the bus and they open it up in the bus stops and have to get off, and they forget about it. So people over here more flaky. You also have people who accidentally click on ads through mobile and obviously mobile clicks are cheaper. But you have to kind of take that in consideration. Um, so you know, in this case, though, actually, since we're making in a mobile application, maybe well, let's say we only want mobile so we could even remove the desktop. And we just want people on their phones to pick it up, and that's what it would end up looking like. And that would make sense because then they can download it directly on their phone because I have their phone with you. Um, that makes sense to me, especially if someone say it's like five PM and someone wants to do a happy hour. They might be on the mobile phone looking at places this might pop up. So now a headline. Try to make it super, Super simple. Um, just explain what it is very, very quickly. Don't tryto lather on too much sales tax. Just say flat out what it is and see how they respond. Um, so I would do something like so find cheap drinks now because it's exactly what it does. Now, if I'm looking at my phone and I see that this is fine, fine, cheap drinks And now I might click on it if I really want to find find cheap drinks. Now, um, that's you kind of want to match it up to how you imagine the consumer finding it now. Tax. This is We give a little bit more information. I again always focus on keeping it simple. Um, I would say, maybe I Maybe I try to explain very quickly what it's like to ah what the process is because obviously we've established if someone's looking at this, it probably interested in drinking. So maybe we explain to them how they can get to that point. So So what I put is but Stempel, um, download the APP open it find cheap sheikhs around you, and it's that simple. So that makes sense, right? Doesn't sound. Sales e literally explains what it is. Um, you can set up a called action button. You don't really. I mean, typically, you would want to do something like learned mawr. Um, you don't absolutely have to do that. Remember, this is just a bulletin that compress it with their finger. Putting a learn more button just means that they push it somewhere else. Learn more. Also kind of assume that they're going to a page has lots more information on it. But at the same time, you know, you sign up, learn more. Download itself is not shop. Now it's all in a book now. I would just say Maybe download, um, because they want to you again. Want them to think that it's really want to think like it's an actual application. I could download it right now, so that's something I would try to use. Now, If you get a river view order, it's gonna show you everything you have. Um, and it's just a summary. And then what you want to do is you get place, order and it's gonna take you to administration panel. That shows you what you know. It's gonna happen on your page. It's gonna show you how people clicking, how people are clicking it, where they're cooking it from. And then once people start going to the page, we're going to go to, um, launched rock and look at the Insights page, and then you can kind of see whether or not they're coming on to the website they're staying and whether or not you're getting email addresses. So that's how you set that up with Facebook and the next lecture I'm gonna show you how to do it with Google. I suggest using Facebook or Google. You could do both if you wanted to. Doesn't particularly manner. You just kind of need to think about whether or not, um, the people you're looking for on Google or they're on Facebook. So seeing the next lecture 4. Google ads: Google has some advantages that Facebook doesn't, you know. Typically, I'd use Facebook for something that might MIM, or have a more of a social component to it, something that might be more casual. Maybe it's not something that tries to sell you something immediately. That's what ID use Facebook for, because I understand the mindset of someone uses Facebook. They're on there to chat with their friends to see what's up milk, a baby, photos, etcetera, etcetera and that there really click on links to try to sell you hundreds of dollars worth of products or whatever it is. Um, Google. On the other hand, though, it's a much wider group of people. Um, we can really narrow down who we want this ad to show. Dio can really look for people who are looking for a very, very specific things with Google. AdWords who go clicks are typically cheaper. You could get them very, very cheap, and you can also get them very expensive. When you purchase a Google AdWords advertisement, you know you could pay for unpopular keywords. A couple cents a click and you could pay for think, the most expensive click you can buy on Google AdWords. It's like $45. It's for mesothelioma, which is a cancer related to asbestos. So anyway, Google adwords, if you are not familiar with this Ah, these are the ads that show up on the side of your Google searches. So So if I just get a Google, um, and you can search for really anything and so you can really? And so you can really search for anything. So if we just goto Google, I can show you really quickly. This looks like needs Firefox because I've actually blocked ads in my Google chrome, so we search for whatever. Um, so what? I'm talking about Google ads, these air. But I'm talking about these on the side column. Also, you'll usually see Adds up here is well, and you could tell we'll have ads right next to it. So a lot of you guys actually probably just tune these out because you're so used to them. But they still get quite a lot of attention and clicks for people who are specifically looking for, um, whatever. If the ad actually matches what they're looking for, you can also see Google ads on a program called AdSense and those show up anywhere on your blawg will show up on tumblers will show up on personal websites shop really on a huge range of different websites. So you'll see this format pretty much all over the web. Okay, so what you want to do is you just want to go Teoh google dot com slash adwords or you could do adwords dot google dot com. We're going to do exactly what we did with Facebook. We're gonna rush through this, so I'm gonna show you very quickly. You can throw up some ads. So what it does is makes you set up your Google AdWords account already pre populated This set up your website. We made this in launch Rock. Um, we can load this into the website section. Can I ask you to create an account? If you already had an account, you don't have to do this, but I'll run through this very quickly, okay? And then you just have to skip through the robot verification, agree to their terms, and your gonna push you into the user interface for setting up your ad. And it's very similar to Facebook. We're gonna use the very same similar format. You pick your ad tax, do you pick your ad image, pick your locations, you pick your demographics and then you cycle them. So choose your car or your target customers like we did before. We remember we wanted to target a specific city as opposed to doing the country. So in this case, we do the same exact thing. Three. It's a San Francisco, Okay. And then when it save, it's gonna I'm sure why it puts that. I guess people who are in Alcatraz can see this ad. Then it It's gonna ask you to give Google a classification for what it is, what your product or your service is. I personally cannot stand this feature because it's pointless, and it's also not particularly helpful. But what it does just ask you to put your service in a category for Google. Um, so we could say things like an IOS application, and they don't think they have that listed. You could say android mobile application. You could even just say, since we're doing a happy hour apple. So it's a happy hour, something so we could just say happy our invitation. It doesn't matter what you put in this area because these air optional. So what it does it automatically hooks you up with some suggestions for people to show this to. And they just do this to help you save time. So, you know, if I was making a happy our invitation are something that was very specific for fifth birthdays or something like that, then Google already has a package that I can set up for. They want you to click at least one of these. But you can if you don't set the Senate later toe advertorial advertised toward this group , and it's not going to, so I just ignore it. So save that, and then we'll move on to our add text. It's great cause it shows you the top what it's looked gonna look like as you list your ads . So we'll use pretty much the same thing that we used in our Facebook ad. So that's if it did it. So we'll say, find happy hours now, um, they limit you to a certain amount of characters. So NMB conscientious Facebook ads have different text limits than Google ads, so you might have to finagle a little bit or add tax. We could just say, um, find the cheapest top errors. No phone. So I would just say, find the cheapest happy hours now on your mobile phone, okay? And then the ads are gonna go here, and we can get a quick on. This is what it's gonna look like. So well say, save and the most center budget again. They don't have a minimum, but they do have a maximum. You see that? Um and that's because they've auto selected the group of people that were gonna be advertising towards um, so I would say, Ah, I don't see So I would lower the budget again for doing 20 bucks. Let's do 20 bucks, and we could burn this in a day if you wanted it over two days of your $10 it's just do it . Uh, okay, so it's just gonna confirm everything with you and I was incorrect. The ah per month. Maxim was based off your per day. However, depending on what you're advertising towards, it just depends on the searches. There are. I wouldn't necessarily say, um, I wouldn't set my budget so high that it exceeds how many searches are to begin with. So here you can set your billing up and do everything, review it and run it. Now you'll notice that it never asked me to do any heavy drilling down on who I want to see the ad. That's because I'm in Google AdWords Express now. If you wanted to get more specific, what you would want to do is up here. So it says, Welcome to Edwards Express. You don't switch to add words. The full version AdWords Express is used for people who want to quickly throw up ads, which we dio. However they limit it to that group that we picked called happy our invitations. I dont know what goes into that. And if you don't have something in that suggested pool that fits what you're doing exactly , then I would suggest doing the full version so again you might have to. It may be a little bit redundant, but you can pick your area again. Um, our networks, we can pick where we want this to show up. Um, so display network was what I was talking about when I said AdSense, this could show up anywhere over their content network. Their search network selling a show. Pawn searches. Personally, I I use both. Um they seem to work some, uh, they're both pretty effective. So then you'll see that Google has set up on automatic population of keywords that they've matched to what you've inserted in your ad text. This is quite helpful and typical what I'm doing that somebody to spend a ton of time picking my keywords. Obviously, we don't want a curry on keyword on Google allows you to exit out of these. So and here I could do something like more like this, and, um, it would allow me to see it. It took three more that were similar to that and populated on my list already. So this is the list of whenever someone searches for this, it's going to show up. My ad's gonna show up. Um, and search popularity just shows how often it's searching for, um, typically when you are trying to run a large campaign. You had picked these high popularity search terms just knowing that they're not a perfect match. But at that point, you're trying to get as many people as possible. We're not trying to do that. We're trying to get us many specific people as possible and also save money. So I'd only pick things that were very specific. I don't want people are looking for Buffalo Wild Wings. Um, T J f again, that's a restaurant. But it might be the case that people who are looking at this happy hour would also be interested in other happy hours, so I might leave it open on Outback Steakhouse. Now we're that, um but for the most part, this is really good. You can turn your own keywords down here. I don't think there's anything that we missed up here, but we could say something like, say, like, Happy hour mobile app. Let's add that. As you can see, it's not very popular, but if anybody searches it, this will be a kind of a home run. But you can put in anything you could possibly think of, like they happen. There we go, something that actually get some searches anyway, Um, and so down here you're going to set your bids. Typically, I like to say automatically set my beds to most. Get the most clicks. Googled does a pretty good job of determining what your bid price should be and they kind of optimized for getting the cheapest clicks and also getting your ads shown within the time a time period that you're happy with. You could also set it manually if you want. Teoh. However, what's gonna end up happening here is that you're kind of sitting, are setting a rigid price control for your bid, and it may or may not backfire. It might be the case that if you have $20 you want really cheap bids like 15 cent bids, um, you're saying that But if you want to say something like 15 cent bids, then it might be the case that you're not gonna get any ads displayed, So it's gonna take you forever to get rid of those. So we could stay. We could say like a dollar. Um, we're getting this, but this budgeting error, because we haven't set our budget yet, so it's it's taking in our budgets too small. So you go back up here, um, Harris, your daily. It doesn't want to cooperate. Here we go. So I would say $20 just remember to turn it off, or, um, so do that. And then I wanted to set my beds manually. I could do that. So it says suggested bid amount for your budget. $2. That means that your the areas that were searching under are pretty competitive. I would stick probably below the budget. I'm more concerned about cost efficiency. So anyway, and then we can write our ad again with the text that we used before. Once you don't know that it's the same thing. You just cook it up to your billing, run it through your you review at the last second that you put in the order. Then when you come back after the end of your campaign, you can check to see how much it cost you. 5. Keep the learning going: Hey, guys, I just wanted to say thank you for taking this class, and I hope you learned something. I hope what I said made sense and I was clear. If you have any questions, any concerns, just posting the group discussion, all respond to you. You could even send me a direct message if you want to. I want to give you a quick word of how you could take the skills that we learned in this class and how to bring it to the next level. Learn some other related skills. So this glass we covered the basics of Google and Facebook covered. How, toe Sign up. How to create your first campaign, create your first ad and how to use some of the demographic and targeting tools to match whatever group you're going for. Now, if you want to keep the learning going, I have some other classes. I definitely think you should check out. One is called Running a competitive analysis. That's what I think is really useful. If you are trying to promote an idea, this one teaches you critical skills for going online and figuring out whether or not you have competitors and whether or not, there's someone you should worry about. This is something that people always overlook. And it's something that I think is crucial for really knowing whether or not your idea has any grain of value. Another one we're checking out. It's called to our M V. P. It's actually one of my most popular classes. Actually, specifically brought that over to skill share. I taught it originally as one day in VP. Now I'm teaching it for you guys as to our and VP in that class, I'm gonna show you how you go from an idea on a piece of paper. 2 a.m. v p and eventually idea validation. Okay, If you want to go further with your skills, check those out. Otherwise again, Thank you for taking the course.