How To Create Brilliant Facebook Ads For Your Business | Rachel Beaney | Skillshare

How To Create Brilliant Facebook Ads For Your Business

Rachel Beaney, Social and Digital

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23 Lessons (4h 18m)
    • 1. Intro

    • 2. What are Facebook ads?

    • 3. Who can Facebook target?

    • 4. How do people buy online?

    • 5. Your campaign objectives?

    • 6. Knowing Your Audience

    • 7. Designing your ads - copy and text

    • 8. Designing your ads - images and creative

    • 9. How much does online advertising cost?

    • 10. Selecting your ad budget

    • 11. Ad Manager Set Up

    • 12. Your campaign plan

    • 13. Walkthrough: serving your ad

    • 14. Walkthrough: building custom audiences and lookalikes

    • 15. Walkthrough: Testing multiple audiences

    • 16. Analyzing your results

    • 17. Walkthrough Building your reporting

    • 18. What is ad optimization?

    • 19. Optimisation

    • 20. Bonus Lecture: ROI

    • 21. Bonus Lecture: More Tips

    • 22. The essential takeaways

    • 23. Student Deals


About This Class

Course Updated September 2018

Do you want to create powerful Facebook ads for your business?

Do you want to learn to use social media to advertise?

Are you looking to expand your marketing efforts to Facebook?

Would you like to reach a new audience?

Would you like to increase traffic to your website?

Or gain more Facebook followers?

This course covers…

In this course, you will learn how to create content for your Facebook ads, how to target your ads and see how to deliver an ad end-to-end using Facebook’s Ad Manager tool to serve ads.

You’ll learn about online advertising: from identifying and targeting your audience, writing copy and finding the right images for your ads, planning your campaign, how to set up reporting and how to optimise your ads.

Rachel’s course on Instagram ads has brilliant reviews, including:

“The course is well explained, informative and I learned a lot about Instagram and ads.” – Richard V.


1. Intro: Hello and welcome to the course. My name is Rachel Beanie, and I'm a freelance digital and social media specialist. This course is how you can run Facebook ads for your business. So in this course, we cover all aspects of Facebook ads from end went we look at how to design your Facebook copy. We look at how to select the audience for your Facebook ad targeting We look at optimization. Hey, can optimize your ads over time, how to analyze and report on your so that you know, that your ads have met what you need them to do. So to get the most out of this course, I'm going to assume that you've got a bit of a working knowledge of Facebook. You've had a Facebook account for a couple of years, maybe a personal account. Maybe you've been running a business account for a few years. Maybe they even come here and you've already run. If you add, we'd like to learn something new. Of course, you don't have to have run ads before to make the most out of this course. I run through the entire process into wind, but having a working knowledge of Facebook. We really useful in this course. So my name is Rachel Blaney. As I said, I'm a freelance digital and social media specialist from Australia. I've been working digital media for over 10 years, working for a whole bunch of clients, whether they're global corporate, whether they're small, not for profits or working with Sola preneurs and freelances. So I've been running Facebook ads for businesses of all sizes. And so now I'm here to help you run your Facebook out, give you a bit of direction around the best way to design your ads and to structure your Facebook had planning to the using that the results you need for your business. Okay, so this course is divided into multiple parts. So I've got some theory, so you get some background on happing should be designed. We've got to walk through his when you watch me run ads and you see what the way that I'm doing it. And then, of course, we get hands on exercises so that you can practice running an ad for your real business or project. So we use a combination methods. We mix these old up throughout the course so that you can get a really solid understanding and hands on practice off how to run ads for your business. In terms of the theory, we cover a really wide variety of topics. Not only do we look at what Facebook ads are and who they can target and how you can design them, but we look at online advertising in general and look at things like the customer journey and how you're quiet customers. We look at things like, How does that online advertising costs work? We also go through and look at how we can set up ad manager most effectively looking at how you can set up your report that you can look at the diner that you need and understanding and optimization. If you're running an online store or you're looking at converting people to maybe a mailing list, we also look at how you can do that as well. In terms off the walk throughs where you watch me build Facebook ads, I'll be serving an ad in Facebook. I'll be building custom audiences and lookalikes, which is, of course, the advanced Facebook targeting features that will be running through our show. Hey contest multiple audiences. How to build your reporting, including a faints, a little email to yourself every week and, of course, how to optimize your AM So what we actually do every single day. So your ads are running most effectively, and then it is your turn. You'll be given the chance to go through and full of each of these steps on your own with your own campaign for your business. We'll be looking at how to pinpoint your campaign objectives, identifying your audience not only in terms of things like the demographics and interests, but looking at how to write copy that will appeal to them. We'll be looking at selecting your at budget and getting an idea of which ad budget or how much money you might need to reach your goals. And then, of course, we'll be looking at how to plan your campaign and organizing all the aspects you need before we jump into Facebook Ads manager, where you can launch your campaign and follow along with me. If this is your first time taking online course, you might not know there is more than just the videos. There's also additional resources, so on the edge of the screen off the video, you'll see a bunch of links and resources and download. That'll help you along the way with the course, so I'll usually probable. It'll a little note saying, Hey, there's an underscore is also give you give you a shout out where you can find links to blog's or templates or download will help you along the way, so keep an eye out for the additional resources. So don't forget that this online course is interactive. If you've got any questions along the way, feel free to write your question in the comments section. I check out the comments section every single week, and I look the questions that people have asked about the course. So you might need a little bit of clarity about something, or you're looking for a resource to help you out. Or maybe you're not quite sure have something applies to your business. Feel fruit of right your questions in the comments section, and I'll do my best answered as soon as I can. And, of course, I would really appreciate if you would leave a review. If you're enjoying the course, you could either leave a star rating or you can leave a review saying what you're enjoying about the course of what you're learning about the course. So it's really helpful for me. Philly REVIEW Because it means that other students can find the course, and they know that this is a quality course. So along the way or at the end of the course, feel freely review, I would find that really helpful. This course is designed to look at a real life campaign. So what I wouldn't would like you to do is think about a business that you're running. Maybe it's a hobby or project. Maybe you're working with a charity, and you want to be creating an ad for that really life project. I want you to visualize your company that you're working with your project and think about one, and that you would like to launch for that project has adults. One of the best ways we learn is by getting hands on and giving it a go. So this course has been structured so that you can learn the theory, follow along with me doing it and then launch it yourself. So I want you to think about an example of a company that you could have practice with so that you can get the most out of the schools. If you're going to follow along with his course and launching ads yourself, it's recommended that you could access to business manager or ants manager. If you've already run Facebook ads before, it's likely already got this set up. But if you haven't and something that you need to make sure that what set up before you can run any ads, so you need to make sure that you've signed up to business manager for Facebook. You connected your Facebook page to your ad account so that you can actually run your ads from your page. And, of course, you need to get your credit card set up a swell so that you can run your ads. If you're not sure whether you got your ads manages set up and you're not sure if all the bits and pieces of ready to go check out the resources section, I gotta step by step guide for how to set that up. Oh, had a double check that you've got it set up, so you need to have ads Manager set up within Facebook business so that you can run your ads. So that's the intro. Next up we're looking at what? Our Facebook ads. What do they do? Where do they go? What can we do with it? Okay, let's jump in. 2. What are Facebook ads?: what? Our Facebook ads. Well, I'm sure if you're here taking a course on how to run Facebook ads, that you've got a bit of an idea of what they are, you gotta Pete oven idea Rove what they can do. But I want to interrogate this a little bit more. Just so you've got more context on what you can do with your Facebook ads, because you might be a little bit aware of some of the things that can do. Like you can run. Add to your Facebook page fans, but actually a lot more they can do. And they have a lot of opportunities that you can take up with your Facebook ads. So let's look a little bit closer at what they can do. Let's start off with a bit of background while we're actually using Facebook ants. Why aren't we getting a big billboard that we're putting over the highway or getting a newspaper ad, or even maybe using Google search chats? So I want to run through a bit about what Facebook ads conduce and why the beneficial Okay , so first up Facebook ads are digital and having mobile focus so more and more today, people using Mobile first. So the vast majority of people, when they search for something they're searching on the mobile and the majority Facebook users are on their mobile. Very few use desktop computers. Part of why we used Facebook ads is because they target towards mobile. People are already spending hours and hours a day on Facebook on their mobile phone. Let's send add to them where they are when we're comparing Facebook ads to other mediums like television, print or radio is very, very cheap. So there are some great chance out there looking at how cost effective it is to reach thousands of people using Dutra media compared to using traditional media. So it's It's very cheap, comparatively, and of course, it's measurable. You can actually see how many people saw your ad or click done your ad or engaged with your ad with television. You don't know if someone's popped into the other room to make a cup of tea when the ants come on so digital and very useful because they're cheap and you can measure them. Setting your own budget is one of the other benefits of using digital media advertising like Facebook so you consider the little or as much as you want based on your budget or what you need to do. So since they don't want of digital media advertising, it's always been a big selling point to have detailed targeting. So things like looking at the age and gender off your target audience. But Facebook is unique in that it has really detailed information about the interests and behaviours that you just can't get on other platforms. So Facebook has the data based on how people behave on Facebook, but they also by third party information to help inform that as well. So if you're looking for someone who loves dogs really easy to find them, because Facebook has a great depth information about interest targeting and behavior targeting, so something that a lot of people aren't aware of when they first start out with Facebook. ABS is that you can retarget using Facebook advertising, So if you got a sale on and you want to reinforce your message, your existing customers, you can use Facebook girls to do that as well, and we'll be showing you how to do that later in the course. And, of course, Facebook ads powered by artificial intelligence, so it can help find the right audience for you. So it Facebook ad alone over time. And so why you can say I would like to target this demographic with this interest? Or maybe they're connected to my business in this way. Facebook, a pen on top of that, uses its part official intelligence to help optimize serving your add to the people who are engaging with the and in the way that you want it to be engaged with. So while artificial intelligence is pretty clever, we need to give it the right information so it can do the job for us. So outside of Facebook's distribution capabilities, there are a couple of things that we should keep in mind with our Facebook ads. Don't forget about organic reach. So many of us have turned to Facebook. And because our Facebook pages have a very low organic reach, only post something on our Facebook page. Less than 1% of fans will see it post, so this means that we need to find other ways to get our message is out there. But one, my favorite things that Facebook ads could be used for is social proof. So because you consented at out there and people can comment, it means that you're getting instant feedback from your audience. So not only can someone who's used your products comment and say how great it is, they contact their friends. Or they can ask questions so you can get involved with the sales process right from the outset. With 84% of millennials trusting opinions of other consumers over brands, this is the time that we want to be taking advantage off other consumers and other people buying our products rather than just the message that we're sending out. So let's make sure that we take advantage off social proof and other people commenting about a product or a brand and use that as a way to get new customers. So using Facebook and is a great way to share not just our message from us, but harnessing the social proof from our customers and our audiences. So in order to understand the depth of Facebook's reach, winning so a little bit more about where our ads actually go. So we're probably most familiar. But seeing Facebook ads in a news feed, so you can t this example here. There's an ad right there in our Facebook news feed. If you are also on the desktop, you can see that there's an ad on the right hand side is well so these ad types of really useful for different objectives. So earlier I spoke about social proof. So the out of the news feed is really great for that because people in comment and tango friends and get engaged. The out on the right hand side is really useful for awareness. But save launched a new product and you want to get eyeballs on your product. The right hand side is really useful just for awareness. So depending on what you're trying to do, you can use Facebook ads in different ways. But the reality is that this is just to placements off. Many Facebook ants can be served to a wide variety of locations which recall placements So you conserve adds to your news feed like we saw earlier in instant articles in Facebook videos, in the right hand column, again like we saw in the previous example, it could be in suggested videos in Facebook marketplace, which is where people buy and sell in messenger on a time page or even a sponsored message so within at the chat section for your Facebook page. So you conserve your adds to a variety of places, depending on what you're trying to do. But that is not all. So. Some of you may or may not be aware that Facebook actually owns Instagram, so all the ads that you see on Instagram are actually running through Facebook as well, so you can take advantage of the INSTAGRAM network as well. And, of course, there's the audience Network. So the Audience Network is a series of websites that Facebook owns the ad placements on. So your regular Web sites, like your news websites or your entertainment websites, or even on mobile games on mobile APS you conserve adds to those places as well. So if you'd like to get a really high reach of your hand, you can also serve your answer places all over the Internet. So not just on Facebook and Instagram. So Facebook has a really wide reach in terms of weighty conserve your ads. It's not just Facebook, it's kind of the whole Internet. This is a really common question that I get all the time, especially from people just starting out with Facebook ads. We all know that on our Facebook page that there's a big blue button that says boost posts under all of our regular posts. And you know, always that is Facebook trying to make the advertising section more accessible. But you can just press, boost post and put a couple of dollars behind it if you're wanting to get syriza about Facebook, and this method is not going to do the job. But I'm gonna run through a few reasons why. So the thing with Facebook and is that you can tell Facebook what you're trying to get it to do, and we call that objective based optimization. So if you want someone to click on your website, Facebook would serve your and two people more likely to click on your website. Do you want people to comment Facebook or will serve your and people who are more likely to comment? And obviously, it's within the parameters you said of your demographics or whoever you want to see your ad So objective based optimization is something that you can only do with ads manager. We can select what you're trying to do. If you want people to click on your website or buy something from your website, you're going to be much more effective using ads manager because you can tell Facebook that's what you want people to do with boost post on your Facebook page. What you're telling Facebook that you wanted to do is to get people to comment on your post so the default for boosting your post is engagement and conversations. So you might be wanting people to click on your website or buy something from your website . But by hitting boost post, you're telling Facebook when people comment. So when you're using ads manager, the benefit is that you can tell Facebook what you wanted to do. Whether you're wanting to increase traffic to your website, where you're wanting to increase sales, where you wanting to increase video views? Other benefit is something called dark posts. So this is where if you want to create an ad for new audiences, but you don't want your existing audience to know about it, So Dark post is just wait created ad and it looks like it's from your Facebook page, but your Facebook page. Don't see it. So if you're wanting to get new customers in the door with a 50% off Owchar, but you don't want your existing customers to know if that you've got that deal, Dark Post is a great way to do that. And that's just through serving. And I don't adds manager and choosing a new audience instead of targeting your Facebook page. And of course, there is split testing. So this is where we look at serving your ad or multiple ads to different audiences. So split testing is also known as a B testing. So this is where we could serve two separate adds to one audience and see which one is most effective. Or we could serve the same at two different audiences and see which audience engages with. At most, it might be one ad that were serving to men and women and seeing which ones most engaged or could be looking at people who love dogs versus cats for your local fit. So split testing is a feature that adds manager has that your regular boosting post doesn't have And then, of course, adds Manager has custom audiences retargeting and lookalikes and We're going to get into a lot more detail with that later on. But it means that you can create specialized audiences of people who or do you know about your business? Or you can use Facebook's algorithm to find people who are likely to be your audience, and we'll get into that in a bit more detail later on as well. Whereas with your boost post, all you can do is boot your post, your existing audience, putting people based on their interests. So you're gonna level up with your Facebook ands? Adds Manager, is the way to do it now. The final big one that I get asked all the time is, should I use Google ads or Facebook? It's And the thing is, I think you should use both. The thing is that Google search ads I've really good at one kind of thing, and Facebook ads really good at a different kind of thing, and they're both really useful for your business. So understanding how the different means you can get a clear understanding of how to use the most effectively. Obviously, this course does not cover Google, so chance, but I want to explain is quickly how they work a little bit differently now when we using Google. So a chance. The way there work is that if I type in a keyword, for example, plumbers in my local area, you can see that the first few results are and since you can see, listed the little green logo there that says add, so they make it quite subtle. But those results are actually ants, and the way that that served is based on the key words that I have used. So the advertiser will say anyone searching for plumbers and local area whose between these ages or in this location served this add to them. So what we're looking at is keyword based. Targeting four Facebook ads. The way that these answer targeted to us is based on things like a demographics again, but things like our behaviors or our interests. So we're serving our ads to people who might be interested in fast food or might be lovers of dogs or people who have visited out website before. So it's more based on interests and behaviours. So Google search chances, but keywords? Where is Facebook ads? It's more round interest and behaviors and the way that these air different is because Google search ads is someone who's looking for your product because they need it. Where is Facebook is more looking at Who is your likely target audience? So these air used in quite different ways, so Facebook could be really useful for general awareness. So if you're trying to get someone to be aware of your business or you've got a particular promotion or a particular deal and you want to target your audience with your information, that Facebook ads comes in really well. But if people are looking for you, that's where Google search ads A really effective so you can see that they're they're both quite useful and complementary justice as different things. And you might find that you raise awareness with your customers on Facebook. But then when they need your product, they'll look for you using Google Search. So keep in mind that these both different sides off how people engage with your business in the customer journey, and we're gonna attack from that a little bit more later on in the course. Okay, so next up, we're gonna talk about who Facebook can actually target, so I've touched on a little bit about some of these audiences and and in the next, like show, we're going to flesh that out so you can have more of an idea of what we're actually working with. Okay, let's do it. 3. Who can Facebook target?: So who can Facebook ads target before we can plan our Facebook ads? It's really helpful to know about all the tools in our tool kit or all the pens in our stationary jar. So having understanding of what Facebook can actually do means that you can think about the best way to use Facebook ads for your business. So many of us think that Facebook ads can just be used to serve ads to our Facebook page, but it's actually much more complex in that, and you can do a lot more. So you might be surprised about the kind of detail that Facebook and go into to help your business. So let's jump into the different kinds of targeting that Facebook can do. Okay, Number one, this is the one that everybody knows about or you know, is familiar enough If if they've been running a Facebook page because they can see that big old boost button on the page so you can target ads to people who like your Facebook page. So obviously that's great for creating conversations within your community. You can also target ads to people who have visited your website so once even stole the Facebook pixel, which is a bit of code that you and stole into your website. You can then go back to Facebook when you're running your ads and you can say I just want to target people who have been to my website or a specific page on your website, for example, you might know that people have visited your contact US page. Maybe they haven't actually sent anything to you, so you can target people who have been to a specific page so you can re engage them. The Facebook pixel isn't too hard to install. If it's something you haven't done yet, if you're using something like WordPress dot or which is the self hosted WordPress, there are lots of plug ins which allow you to install the bit of tracking code into your website, and it's quite easy, but it can only track people from when you install it. So if you want to target ads too, people who visited your website, it's from from when you when you track it so you can't track anyone back in time. It's just from when you install it moving forward, so even if you are not ready to target and your website visitors or you're not quite sure what you're doing. It's really useful to have the pixel installed anyway, so that when you do want to do that, you've got you've got some dialect toe work with. So if you've only got one day of traffic when you instill your pixel, it's not gonna be a very effective ad because there aren't enough people that can target to . But if it's been tracking your website for a month or a couple of years, you have a much larger audience size to work with. So I'd recommend installing your Facebook pixel, even if you're not sure what you're gonna do with yet. Where else can Facebook serve? Ads? OK, your customer data. This is one of my favorites, and I think it's something that not a lot of people know about all I've thought about how they can use it. If you've got a list of your customers in any way, shape or form, you can upload that list of Facebook, and it will search for them on Facebook until they find a match, and then you can serve ads to them. So if you've got your customers email address. So maybe it's off your mailing list. Or maybe it in it. A list of existing client bookings. Maybe you've got their phone numbers if you do booking services, and he just used the phone number, or even if you got the name. If you have multiple details, like all three of them, it will be much more effective because it confined them based on whether they've signed up with the email address or the phone number or however they have signed up. So this is really useful if you're doing things like retargeting. So what you can do is you can say, OK, I've got a big sale on this weekend. I want everyone who is a customer already to know about it so you can create a custom audience with your customer data and you can serve as to those people. The next one is interests, and this is really useful, especially if you're looking at targeting new audiences. So if you're not looking at targeting existing audiences and you want to target a new bunch of people who don't yet know about your business interest, targeting is really useful, so you could look at things like interests and behaviours. So when we jump into ads manager, you can have a play and look at the variety off things you can target for, but it really is pretty infinite. So whether it's someone who enjoys gardening or soccer or loves game of Thrones, or there's someone who eyes a lot of things online based on their behavior, you can target people by a surprising amount off interests and behaviours. So it's really useful to keep in mind if you're looking for a new audience, that this is an option. And then, of course, there is lookalikes. Now Lookalikes is using Facebook's artificial intelligence that we talked about earlier. So what, using its algorithm to suggest people that are likely to be your audience? So let's say you've created a custom audience off people who were on your mailing list. You can say to Facebook. Okay, Facebook. I want you to find people who were statistically similar to these people, so it'll anonymous dot or using algorithm magic. But what Facebook does is it says OK, he's here the similar characteristics off all the people on this mailing list, so but there was other bunch of people and we think they're pretty similar. So we're gonna target these ads to these people as well. And you can, of course, put in your own parameters around that as well. You can say I'm just looking for people in Sydney who are aged 18 to 25 but who are similar to this existing group. So lookalikes is again a really useful tool for new audiences. When we're talking about Facebook ads, we're not just talking about targeting and your page fans. You can also target your website. Visitors or people have visited either your entire side or a specific page. You've been target people based on your customer dialogue. So think about things like your mailing list is. You got the phone number. If you've got the email addresses for new audiences, you can think about things like targeting people based on their interests or behaviors. And, of course, you can use Facebook's algorithm to do the hard work for you with lookalike groups, and you can say, based on its existing set of customer data or this custom audience that I've made, I want you to find similar audiences. Okay, next up, we're gonna look at how people buy online. This is so that when you're designing your ad copy, you've thought about where they're at in the buying process. 4. How do people buy online?: how do people buy online? So when people buy online, it's really different to the way that they by in person. So is useful toe have some background and how people do buy online and the kinds of journey they go through before they actually commit to purchase. So understanding this process means you can have a better idea of what you're gonna right when you're creating your aunt's. We've got an idea of where they're at in their buying process, and is there a way to let your customers know about your product or service in a way, they want to hear about it when they need to know about it. So let's interrogate. There's a little bit more. So we're gonna jump into getting to know your customers a little bit more further on in the course. But for now, it's really important to actually know who your customers are and who's actually buying from you. When we go to wear a toy shop, you know it's the kids who want the products for the parents that one's handing over the cash, so getting an understanding of who our customers actually are is really important, as well as the things pulling them towards buying your product or pushing them away from buying your product. So understanding their constraints for buying a product is really useful, so you can talk to those when you're creating your copy. So let's talk about in a way that people want to hear about it. So this is really talking about relationship marketing. So those who have read any of Seth Gordon's work know that commission marketing is the age that we're in now. So just saying to consumers, Hate, this is my product it exists isn't really gonna cut it anymore because people kind of want enter a relationship with the business. It they're they're buying front. They want toe like no one, trust them. So some of the ways that we can do that is by creating content, which engages them in a way that helps them connect a bit more with your business. So if you're an accountant, it might be creating a series of blog's that provides tax tips that helps people manage the business accounting. If you're a makeup company, it might be creating tips on instagram and how to best apply it or create a certain look So considering how people want to hear about your product is really important. It's also important to think about when they need to know about your product when I've actually ready to buy. You could imagine that if you're selling dresses at the end of year for school, formals is gonna be a really peak season. You're selling toys this Christmas, you're selling gardening supplies. Maybe it's spring, but don't forget that this could also be in a micro level as well. You know, people are more like that are open newsletters on a Tuesday because there recovered from Monday and they're ready to get into things on a Tuesday. So keep in mind how your customers actually engage with your products in there in the ebb and flow around how and when they are looking to buy your product, get a little bit of insight into this process. When you look at the sales final, some people also call this the customer journey. Now this is an old theoretical marketing model. It's been around for a long time, so it's something that you might have come across before. The idea is that there is a funnel that people travel down and along the way it excludes people who are not your target audience. So you start off with a whole bunch of people finding out about your product in the awareness phase, and you narrow it down to a couple of more who are interested in your product. And then you enticed them with some desire to buy a product and thereby the product. And then after that, of course, there's advocacy. So don't forget that it's much cheaper to sell to an existing customer than to find a new one. So what we want to be doing is engaging. The people have already bought from us and encouraging them to buy again or up, sail across sale or tell their friends because, as we said, earlier recommendations from individual customers is so powerful in this day and age that we want to get our customers to actually spread the word for us. Let's look at some examples because it a little bit fluffy when we just see the, uh, the list the list. OK, so when we're talking about how awareness phase, but you might first hear about something by seeing an ad online, maybe you see a poster online, and you just become aware that exists may be here. A review off something you know you don't know where your casino, but maybe you walk past the cinema and you see there's a movie poster and you say, Actually, all that films got your favorite actor. Oh, so maybe maybe it's worth saying the next time you go to the cinema, you see that you actually get seen the trailer for the film and you see it and it looks amazing. So you're pretty convinced that you're going to go and see the film now and then. Of course, that your next moving out with your friends, You then buy a ticket, and maybe you're enticed to go to the cinema cause at the comedy. Or maybe it's cheap Tuesday, and so on cheap Tuesday with your mates, you go and see the film. And then, of course, I love the film. It's amazing. Maybe you see it twice. Maybe by the merchandise, maybe by the T shirt. Maybe you tell your friends so you can see that throughout this process. It's not just a case off someone going to the cinema and buying the film. We go through a process of finding out more about the product before we actually want to buy it. And, of course, some products at this detailed right. So if you're buying a soft drink or maybe some pastor down at the corner shop, this process isn't quite so lengthy. But if you're buying a home loan or a new car, you can see that this process would take a lot longer and is in a lot more depth. You could detect that this process could take years for some products. Some things to consider. Ah, does your customer need a woman before they'll buy? So if your product has quite a financial investment or a time investment like new software , for example, you might find that a customer needs many months or many years to actually build up the trust before they'll buy from you. So maybe your business is selling items with a lower barriers to entry. Like dog leashes are ice cream in the Isn't these lengthy conversion process you might find serving an end to someone a couple of times. If they need your product, he's going to do the job. If your business some businesses online might find that it's it's important to make sure that they have got a solar reputation as a business that actually delivers products and delivers quality product that they say they'll deliver. So while that people might not actually need a along convergent time to think about whether they need a dog leash, there may need to trust your business first. And then, of course, thinking about does your customer search for you? Is it a local plumber? And when something breaks that, give your call or when they need some gardening tools or a specific item, did they search for you? And so, like I mentioned earlier, this is where Google ads are working. A combination of using our Google search ads can be really useful. You can definitely raise awareness with your Facebook ads, and you can get customers to find out about you. But when they actually need something, you might find that using Google search ads as well as Facebook ads is how you're gonna get those customers across the line so before purchasing from your customer needs to like know , entrust you. In most cases and before approaching customer needs to be exposed to your brand, and some studies say this at least eight times. Some say it's 22 times, so this is a process where you're building a relationship with your customer over time and this we talked about, but relationship marketing. So they need to get to know you. I need to get to know why you're running your business and they need to trust you. Keeping in mind why you're running your ad is really important. So you might be running an ad for general brand awareness or launching a new product. And you're targeting people that you think will be interested. You might be running an ad to reengage prospects with more enticing product information so that we spoke about earlier. Someone might have been to your sales page or been to a poor it page, but they haven't actually bought anything from you yet, so you might wanna Cendant add to engage those customers. Oh, you might be wanting to re engage an existing customer to buy again, so it might not just be about getting them to buy another product. That might be about getting them to encourage a friend by or to buy a gift for referent so your ads coming used for a whole bunch of different purposes. So it's not just for enticing new audiences. It could be about reengaging existing audiences and Facebook and can do all of these things . The key takeaways I want you to think about with Facebook ads are that not all customers will buy the first time they see your ads, especially if it's a high commitment or higher value item. These things take time, often Facebook out to be the first step in them, getting to know you or finding out about you. So just because someone sees your ad doesn't mean they're ready to buy. Yet this trust takes time. And, of course, for some products is not enough to have that trust. They also need to need that product. So there are some brains that I follow online that I think they do brilliant work, and I've been following that bloke for years. I follow them on social media, but I actually need their products yet, but when I do, I know that they're the companies that don't go to. So keep in mind that ads are not a magic bullet, they don't happen just overnight they do take time because it's it's about building a relationship with your customer what you do with your business all the time anyway. Based on all this information, we're going around to different audiences. It could be targeting using Facebook ads. Let's have a look at what your objectives are for the ad that you were going to run. 5. Your campaign objectives?: what are your objectives? So this is the section where we start getting hands on with your ad. So what are the objectives that you want for your business? So the first thing I want to start off with his discovering wire objectives really important. It's really tempting to just jump in and start running Facebook, Gadge, and then see the results. But the thing is, you can't measure of success If you don't know what you're trying to do, you could run an ad and you could get five likes five clicks and seven video views. But if you don't know what you're trying to do, you don't know what was successful. Like, I guess you're successful at all of them. Or maybe you were successful at none of therm. So, actually, knowing what you're trying to do is really important so that you can actually say Okay, Yes. I wanted to get 100 people see this video. I know that I've done that. So coming up with objectives before you start means you can actually measure that success. Coming up with your objectives is really a central for crafting your ad Copy when you're actually writing your ad. If you know what you're trying to do, it means you can write your copy to do that. Let's say that you're trying to sell something and you want people to buy Now, by adding the phrase like by now, click here. Actually, do this thing that I wanted to do by putting that in your copy of people are more like they do it. So if you just put a picture of your product on there and you don't actually say, But I now click you, it means that there you're gonna reduce your chance to doing that. So by knowing what you're trying to get people to do when you write your aunt copy, you can integrate that. And, of course, it helps Facebook optimize. So we spoke about this a bit earlier, where we said, You can say to Facebook, Hey, I want this ad to be about increasing traffic to my website, or I want it to be about video views, or I want it to spark conversation so you can say to Facebook, this is what I want this ad to do, and it will then serve your add to the people who are likely to do that action. So if you don't know what you're trying to do, you can't tell Facebook how to optimize. So coming up with objectives before we start super duper important for this course, I want you to come up with a really life campaign. I want you to think about a business that you're working with or a charity or your cousin's car wash. Think about a business that you can run and foreign. I wouldn't you think about this. I used this as your basis for working your way through this course. So for this course, what are what you do is follow through with me and launch one single ad. Of course, I will show you how to do things like launch multiple ads and how to compare their success . But for this course, if you're just starting out, I want you to look at one ad and focus on using it and what you wanted to do. So I want you think about one single ad. So whether you're thinking about a single product you would like to sell or if you would like to raise awareness for your business in one single market and when you think about one and that you are creating and use this as your basis, so why you running the ads? Let's talk about some of the options of what you can do with your ads. You can send traffic to your website so you can get click throughs to a website. You can create conversions, which is people doing a thing that you want them to do. So, whether that's a sales conversion or people signing up to a newsletter, you can get someone to taken action on your website so you might be creating brand awareness. So this is looking at impressions of use, which is how we measure that. You might want to be creating conversations or engagements. So this is things like like shares comments You might be wanting to create a groundswell. Maybe you're running in competition and you want people to write on your post so you could be using conversations or engagements in order to boost your business. Oh, you might be looking at video views, so you want people to see your video. There are a few other objectives that Facebook does allow for as well, but this is a starting point get you thinking for your very first ad, and these are some of the most common ones will be working through. So I want you to think about one of these objectives and what you're trying to do, whether you're trying to drive people to your website whether you want people to take action like actually buy something or sign up to something on your website. Whether you want to create brand awareness, whether you want to create conversations or like shares and comments or whether you want video views, think about one of thes single objectives. So I know it could be really tough to choose a single objective about why you're running out. Because you might say, OK, I want people to sign up to my newsletter. But just by having the ad out there, I'll also beginning brand awareness. So maybe that's more important, and it can be really tough, you know, like, let's say that you're taking a public speaking course you might be going Okay, I'm going to go there, and I'm gonna learn how to present a speech. But I also will get more confidence that I'll also get better interpersonal skills on more leadership skills, you know. So there are a lot of secondary benefits that we get to running ads in the same way. So think about the one thing that you need that you actually want people to do and make that your core objective. If you get some other stuff, that's great. But think about the one thing you want people to do. And you could even make that in your your own notes of when you one. Yeah, you can say the one thing that will determine my success is the number of newsletter sign ups. If I also get brand awareness, great as a secondary benefit. But I want you think about the one thing you want to happen for your business of one of the other reasons that it's really important to come up with. One objective is that humans don't deal very well with mixed messages. If you run a competition and you've got a video, they're telling people to get engaged to the competition. But they need to comment on the post in order to enter. But they need to click on the website nor ever see examples of what other people have done , you can see that those people are there going to be very confused and tourney in so many directions. Did they just not going to engage at all? Part of why the cup, with one objective is so we can lure our customers down a path and get them to do the one thing that we want people to do. We can say, What's this video or comment here in order to engage or click here to check out the other examples? If you want people to do different things, you should be making separate ads. So what I want you to do is to think about this one ad that you're wanting to create. Think about the one thing you want them to do. So one of the things I want you think about it, which audience you're targeting with this, this one, and that you're going to create the way that you approach Facebook and is really different , based on whether you're trying to grow a brand new audience or whether you're trying to engage in existing audience. So village add that you're creating, I want you to think I care. I'm trying to target a new audience or I'm engaging my existing audience. If you're trying to engage a brand new audience, some of the things that you should be thinking about and paying attention to throughout the course is who were the demographics you're targeting? What are the interests and behaviours of this audience? You might have an existing fan base that you can build off so you could target friends of fans. Or you could use Facebook's algorithm to create lookalikes of one of your existing audiences. If you are targeting an existing audience, you'll be looking at retargeting people using custom audiences and Facebook. So you'll be doing things like uploading a mailing list, are using your Facebook pics or to target ads to them. So the activities that you were doing for each of these is very different. Knowing what you doing from the outset is really important now for the hands on exercise. What I'm likely to do is to think about who are you targeting? Are you targeting existing audiences on new audiences? On what your goal? A. Looking at traffic or conversions or brand awareness or conversations or engagements, all video views, So give you a second just a really no doubt. And then what I'd like you to do is I'd like you to write it down. Now, I've actually got on at planning template that you can use So you couldn't write down all of your details Your ad before we actually start launching the adding and manager. Now it's really useful toe plan out your ad before we get into ad Manager. Because, look, learning how to use that manager can be a little bit tricky. So by getting everything sorted before we jump in there, it makes the process a lot easier. And, of course, we're gonna be stepping through this ad planning template bit by bit throughout the course , so that when we jump into ad Manager, you got everything sorted. So the way to get this free template is to go to my Google drive. So if you type in Billy B, i t 0.0 y slash add plan template in your Web browser, it'll open up this ad plan template, and what he needs do is need to copy that or save it to your Google drive or to your computer, and we'll show you how to do that in just one second. Otherwise, you can click on the link in the resources section and they don't take you straight there as well. I'm going to show you now. I'm just gonna jump into screen share and show you how to access this document and also make a copy off it for your computer. Okay, so you'll see that I have now opened a brain you Web browser. If I just tweet the URL in their B i t dont il y slash add plan template and I hit enter. That will redirect to an ad plan template that you can use for your own use. Now, this version is obviously a template, so it means that everyone who does the course has access to it. So what I need you to do is copy this document and save it to your UN computer so that you can edit it. So there are two ways to do this. If you had to the following menu you can download as a Microsoft Excel document and that'll download it to your computer and you can save it and edit it from there. Or, if you prefer using Google docks, you can save this to your own Google drive, and you can edit the new version you create. So to do that, head to the follow menu and he'd make a copy from that. It'll suggest a folder which is defaults to my drive and call it whatever you want. I'm gonna call it Rachel's at Plan and Heat. Okay, so now it'll save a new copy. That is Rachel's add plant. And I could now edit this version. So I'm gonna rename the title and stop planning my ads with this planning documents. Okay, so now that you have access to your document, what I'd like you to do is write down your your objectives and who you were targeting in this document. So just start with the objective to the first section and keep it handy, so save it somewhere where you know where it is. Um, because we'll work through and feeling the rest as you go throughout the course. So keep this handy and will keep working through it over the course. I'll give you a few seconds just to work on that 6. Knowing Your Audience: Okay, let's get to know your audience. So whether you've been in business a long time, or only a little while, or maybe you haven't even started your business, it is important to get to know your audience. And this is really important for our Facebook ads because it means that where more effective without targeting and out copy. So gin is know your audience means that you can write your ads and actually speak to them and their needs so you can see you can write to either their desires or allay their reservations about your product. If you know your audience a little bit better, knowing your audience actually helps you target your ads. So if you know who they are and the things that interested in or how they behave better if you're targeting your ads and if you do both of these things really well, it lowers the costs of your ads if it done effectively. So in the end, you reach more people or get more people to engage with your ads for the same cost. If you do these things really well, so knowing that holdings isn't just being fluffy, it actually does help us financially. Let's find out a bit more about getting to know our audience. Some people might already have a really clear idea of the audience. They might meet with their audience every single day, face to face. They might have diarrhea or demographics about the audience already. Maybe they've got their Facebook page data they can work from. It could be a case off. They've got a persona or avatar set up about their customer, and so they've got a good idea of who the customer is as well. Whether or not you've got this foundation for your audience of what do you do uses an opportunity to look at your audience with fresh eyes and and really try and visualize your audience and get to know them a bit more. This process is where will have a think about how to really tap into your audience and their desires, and how, how and why they engage with your business. So the first thing I want you to think about is what are the factors to make your audience uniquely your audience? One of the great examples of this is something that I came across recently, where a friend of mine was helping out a local real estate agent with a digital marketing, and she was trying to help them identify their audience. And they said, OK, so who is the audience who used tail houses, too? And they said everyone And she said, OK, so what? What is that? What does that mean? What? What ages? And they said anyone between 18 and 80 now, if you worked in marketing before, this is probably giving you a little red flag in the back of your mind because that is such a broad group that it's really not a group at all. There is no retaliating there in any ad that would work for an 18 year old would most certainly not work for an 80 year old. Another thing is that this is something that banks have really cottoned onto because they know that people buy housing at certain times in their life. So I don't know any 18 year old or 19 year old or 20 year old who is buying a house, but I do know that people are more likely to buy houses. If they've just gotten married, maybe they're more likely to by house if they're reach a certain age and they want an investment property, maybe they're downsizing because the kids have moved out. So when people buy housings, actually, in pretty specific phases and the ads that'll work for someone who's a newlywed, it's gonna be really different for someone who is downsizing and needs somewhere a bit smaller. Understanding your audiences is really important because it's not just people who need this product. Usually there's a bit more behind the curtain as well. So to start this off what I want to think about easier demographics off your audience. So I want you to think about your audience in terms of the age, gender, location, education, maybe what job they have, maybe even what income they have now. Now I do know that some of these factors won't be relevant, that every single business, but I want you to write it down and think about whether there are any any patterns in your audience. So it might help to think about a couple of your most recent customers. Or if you've got a custom avatar, try and channel them and think about what are the things that connect them together and Sometimes it's easy to think about demographics in terms of who your customer is not. So you might say, I can know I'm targeting women, but I know that my 18 year old cousin went by, and I know that my grandmother won't buy it, so I couldn't say Okay, it's probably between the ages of 25 45. So some rooms excluding people in your head, is a good way to think about your customers. Well, so I want you dio take a moment and make a note off these factors so much as you can about your customer. Sometimes interests are more important than your demographics. If you're online shop, you might be selling Prince to people from all over the world, so the actual location doesn't matter as much. But maybe it's about the fact that they love art or they love birds, for example, so understanding if you have some of the tires and together based on the motivation, which is more important than these factors, it's useful to keep in mind. Or, of course, it might be a supplementary factor. So for an art gallery and we're selling large scale war prints that are $5000 each. Yes, you want out lovers, but you also want people who can afford. You are so sometimes these things do come hand in hand. But for this next exercise, I want you to think about it. There is an interest that ties your audience together. So what I want you to do is think about what are the five interest that identify your audience as uniquely your audience, Maybe get inspired by things like, What are some TV shows that watch or Facebook page to their like, What's the favorite movie or what food they eat or what websites they visit? What are they doing the weekend? Do they go out to the beach or they stay at home reading their books? What are their goals in life? Think about things that motivate your audience in terms of the interests, and I want you to write down five interests that identified them as your audience and not someone else's audience. So give you a second to do that. I want to talk a little bit about desire. What I want you to think about is why your customer is actually buying your product while a lot of us think that the reason we buy things is really logically driven. A lot of the time, it's kind of no, it's actually really pretty emotionally driven. So what I want you to think about with this next exercise is how people use your product to serve an emotional need. So let's look at a couple of examples off what I'm talking about when we're fulfilling an emotional need. When I order take out and I'm ordering a pizza. I'm not just ordering a pizza from the local pizza restaurant. I'm not ordering food. I am. But what I'm really ordering is convenience. I'm ordering a night off from thinking about what? I'm gonna cook. I'm ordering a night off from doing the dishes. I'm ordering a night off from spending two hours in the kitchen when I'm ordering Peter. It's not actually just a physical object of of food that I'm ordering. I'm fulfilling an emotional need, and this is the same for a whole variety of products across a whole variety of industries. When I go to a cafe, I'm not just ordering coffee. I'm ordering a little bit of quiet time and time out for me. Or maybe I'm going there for the ambience and to chat through the local barista when I'm going to get the headdress to get my hair cut. I'm also going for a little bit of pampering in a little bit of luxury. When I buy some social media scheduling software, I'm buying time. When I go to an accountant, I'm buying peace of mind because I've got an expert working on my tax. A lot of the time when we buy a product were often for feeling a lot of other emotional needs. So for this next exercise, what I want you to think about is what are the emotional needs, your purpose for feeling? What is the job that it is performing? So it's not just one of the things it's doing orders that what is the physical object of physical service that someone is buying? What are they emotionally getting out of the exchange? So what I'd like you to write down is what problem does your product also its soul for your customer? What job does your product do in emotion? If you're feeling your customer in some way or another? What the emotional drive is that satisfy your customer. Now, let's pull all of this together. Who are you targeting? You're targeting someone You've got an idea of. Maybe the age, gender, location. Maybe. What are the key demographics that make up your audience? What are the unique traits or interests that make them your audience? Are there someone who has a particular interest in a genre or a subculture, or do they work long hours at work? And what is the problem that you're helping themselves? What is the emotional need that you're solving that for that customer? Next up, we're gonna use this information about our audience and design out. And so, knowing what we know about who our audience is and what they want and why they want our product or service, we can now design our ads. So we're gonna be looking at our Facebook copy and images and really deep dive into the creative process. So let's jump in 7. Designing your ads - copy and text: in this lesson. We're looking at designing your aunts, so we'll be looking at what kind of text Stop copy you should be putting all across. Your ad will be looking at the images to integrate with your ad and will be drawing in from the learnings from our previous lessons about your objective and your audience and using those in your ad copy to help you make more effective ads. So when we think about Facebook ads, we often think about you know, whether there's a big section of text at the top and there's an image and we think, Okay, that's it. This is what I need to focus on my text and my image. But the reality is, there's a few more elements to an ad that we often overlook. Four link hard. There's often also a headline, a description and a call to action button. So when we're designing our ads, which we thinking about, all of these elements working together we can see from this example are that there are five elements toe add that will be looking at. We got our main text at the top of the ad. We've got the image in the middle of the ad broke with headline or the Link headline. We've got the Lincoln description, and then I got a call to Action Button. We'll be working through each of these elements as we go throughout this lesson and what you should be thinking about. When you craft in each section on the Internet, you will see there are plenty of things that people have to say about designing Facebook ads, and I encourage you to go and check it out. So I'm going to run through some of the things that you should keep in mind when designing your ads. But by all means, feel free to do your own research and google it and check out some other ideas of what you can try. If your Facebook ads in a resource of section, I got a couple of links to some places we can get started. But by all means, feel free to search wide and far to get some ideas on what you can keep in mind. Now, a lot of people will tell you what the best way to to run your Facebook ads or the best kind of copy. You can use your Facebook ads. But the reality is, the thing that works is a thing that works for your audience. As I said earlier, all about all about businesses are unique and our audiences are unique. So the thing that works for someone else's business might not work for your business. So what I will encourage you to do with your ads is to test your ads, and this is best practice for Facebook ads, anyway, is to try different versions of copy and see what's most effective. If you have made ad and people aren't engaging with it, it's possible you need to rework your copy and try some new ads, and it might be trying in the image. Or it might be trying a new copier in your headline. Keep on tweaking your ads over time until you increase your conversion rates and we'll talk about that a bit more in optimization when we get on with the course. So let's get started with what to keep in mind when you're writing your ad copy. So you remember in our last lesson, we talked about really thinking about the job your product does for them or the problem that your product or service is solving for your customer thinking about those intangible things. So I want you to really keep that in mind when you're writing your ad copy in this lesson. So keep in mind your age, gender, location, the unique traits that that describe your audience and the problem they're solving. So you'll remember this exercise that we did in the last lesson. So I want you to integrate all of these aspects into your ad copy. When you're riding your ad, imagine what's gonna be appealing to the demographics if they've got any unique traits or interests, and what the problem your product or service is solving for your customer. There's a great template that you can keep in mind when you're writing your copy. So the key things you want to hit when you're riding your ad copy is thinking about how your ad is relevant to your audience. So how does it solve their problem? So starting out with something that says I can't This is your problem, and this is how I'm going to solve it. You want to make it engaging so included enticing value proposition. And that could be just be a simple as letting people know that you got a deal or a sale, or some of that makes the life of it easier. Maybe it's a two minutes set up time for new software and of course, conversion. So including a cold action. So this comes back to our objective that we spoke about in the first place. If you want someone to buy your product, adding the words by now or shop now really make a difference to actually getting people to do that thing that you want them to do. So if you just say, Hey, we've got a new product and you don't tell people what you want them to do, they're not gonna do it. So it might seem a little bit obvious to say that, but you'd be surprised a difference that it makes to actually say, actually spell out for your customers what you want people to do because it makes it a bit easier if we just spill it out, and then people, then follow through with that. So when you're writing your copy, keep it relevant for your audience. Since help solve their problem, make it engaging to get them a reason to engage with your productor and check it out and include a cold action include telling people what you want them to do with your ad. I pulled together a couple of examples from online about how you can use some different techniques to entice people to engage with your ad. So if you check out the resources section, you'll be able to see the resources and get some ideas from other websites about how they're framing their ads. So some examples for ad copy or techniques that you might wanna consider when you're riding your ads. Okay, the 1st 1 is a sense of urgency. So this is one that we see quite a lot. So in this example to four hour flash l 25% off ends at five PM So that's giving a really constrained timeframe, creating a sense of urgency so that people really feel that they need to complete the action to get that deal in that time frame. The next example is thinking about the customer objections to a product and coming up with copy that eliminates those objections. So in this case, it could be you're trying to sell someone some new software, and people are saying, Oh my God, I did not have time in my life to sit down for an air. Wanna learn some new software? But even the and a copy they say you can start a trial in just two minutes. It eliminates the customer objections right from the outset, so they're more likely to check it out because you've already said we know what your reservations are. This is how we're eliminating it. Social proof or testimonials. This is a big one, and we talked about this right. I think, in the first lecture, talking about how social proof is really important and especially how different demographics thes days will only trust social proof or customer testimonials. They're not trusting brands as much as they used to. So using social proof or testimonials in your updates, really effective when you're creating your and copy. So coming up with a question or a hook for your specific audience is another really useful technique. So again, this comes back to looking at The problem you're trying to solve is someone trying to improve the issue, and they're not quite sure if they're up to scratch. So coming up with a question where they're saying, You know what? I'm not quite sure. It's really engaging way to get people in the door as long as it's directly related the problem that you're trying to help themselves. Good old former Orphee over missing out so similar to creating a sense of urgency. This tactic is another way to get people to feel they need to get in now are also going to miss out. Then, of course, I've got adding numbers. You would be surprised how effective adding numbers aren't your ad copy. So whether it's products been used by this many customers, or we increase your conversion rate by this much or we save 100 hours to someone to work week by using this tool. Humans are very swayed by the use of numbers in terms, self things like it. I think I think it helps people feel like there's a bit more logic to deport. They're trying to buy. And then, of course, there is showing benefits. In this example, we look at bloggers using a tool to plan ahead and save time, so this is just looking at that that job that your product is solving and actually just saying what it is saying, Hey, we help you save time So explicitly stating how you're helping your customer can be really useful, a swell. So these are a couple of tactics that you might want to keep in mind with your ad copy. And as I said, it's just a couple to get you thinking about how you might want to design your ad copy. Now feel free to check out the resource of sections. See some other ideas that people using or feel free to google it and get some other ideas. Now it can feel a bit overwhelming that there are so many options and you're not really sure where to start. But I would encourage you just to start somewhere and then look at your results and see if your audience is engaging with your your ad. And if they're not, try something else. That's exactly what running Facebook edges about were being scientists. We're creating a hypothesis. We're trying something out, and if it doesn't work, we're trying something else. So don't be afraid to craft your copy and see if it's working. And, of course, throughout this course, when we get to the reporting section will show you exactly how to see if you're at is actually working or not. What? I really wanted to highlight this example. Ease the length of your ad copy. So you can see in this example that the main copy actually cuts off and it has a little Seymour button right there. And for some industries, this does work. If you're telling a story, you might want to put the equivalent of a sales page behind this Seymour. So you might have everything engaging first couple of lines and people wanna wanna read. Morning. Engage with that. So for some businesses telling a story and turning their Facebook head into a bit more of a , a sales page does work. But it it's not for every industry. But what you need to keep in mind is, will your ad copy cut off? So don't make your ad copies so long that the most important information is hidden. So if you're creating your updates, just be aware of where it's going to cut off. This is also exactly the same for the headline Down the bottom is your copy cutting off at your most important area so you can see here that there they structure their sentence or the most important words first. But keep in mind that in some layouts that your headline will cut off, be be mindful or where your ads going to cut off. So Facebook actually has some recommendations of what's most effective for add length. So they suggest for the main copy just 90 characters. And that is significantly less than this example here. For the headline, they suggest 25 characters and for the description to around 150 characters before it gets cut off. So it be mindful off how long your copy is, and so that if your ads being served, you're not putting their really important stuff at the end where it gets cut off. The next thing that I want to talk about easily called the Action button and that's this little baby right here. Now this button is actually a set of pre configured options from Facebook, so you can't just put whatever in there like check it out. Now you you need to choose their pre configured options, so they've got about I think it's about 12 these days and they do update them every now and again and they're copies. Things like Shop now learn more. Sign up book now download. So using these is quite useful. And making sure that what you're choosing is relevant to your ad product is really important if you're trying to sell something and you just put a learn more or wouldn't be as effective is if you put by now so or shop now, making sure if you're going to use the call to action button and it is optional that you're choosing the called action button that most relates the action that you want people to take . And again, that comes back to what? Your objective. What do you want people to do? Make sure you're choosing the right button to help them do the thing that you want them to do. Let's have a look at an example of where I'm trying to pull together a couple of these examples off your content, so I've created a main update where I'm looking at Okay, so I believe that my customers, my clan animation, cause they might be looking for something to do with the kids on the weekend. So I'm trying to create copy that relevant for that audience and is targeting parents or grandparent's. I've looked at making it an engaging deal 33% off, and it's time sensitive. I got a testimonial in there. I've got a five star rating, adding some some numbers, and I've got the shop now called Action Button so you can use a variety of those elements that we looked at earlier in order to help make your add a bit more engaging. You don't need to just use one. You can kind of weave them together. And this is one example where I've looked at doing that. One of the things to keep in mind is that Facebook won't let anything out there. You do sometimes see your out and you think, Golly, gosh, how did this get approved? But most the time Facebook has in pretty stringent policies around ads if you happen to be selling products that have to do with selling weapons, if you're looking at a gun store gun range or if you're selling adult services, these ads will not be approved on Facebook, and this is, I think, similar as well for Google ads as well. So there are. There are a few industries that Facebook actually want. May you run ads for But overall, they've also got some policies around. Best practice. So if you've got poor grammar or you've got profanity in their swearing that would not approve your ads, either. One of the other things to keep in mind that is specific to Facebook is that there weren't they used personal attributes. So if you're saying Hey, Billy Taylor, get this T shirt with your name on it, there will not approve it if you're personally identifying someone based on their name or race or religion. So the ads need to be more general in nature. So it needs to be things like we put customized, wore T shirts with your name brother, actually calling out specific details. So make sure you check out the policy section before you run your aunt. So you got an idea of what isn't and isn't allowed so that when you're crafting your addled get approved without any issues 8. Designing your ads - images and creative: When you're creating images, you need to clearly show what you're selling. If you're selling a product or service, make sure it's really clear exactly what it is. And the people cannot miss the product you're selling. You might also want to be inspired by at the job that your product or service is doing if you're selling massage there, but you might want to show someone looking really relaxed. So while you're not necessarily showing the eight exact service, you need to show the feeling of what you're selling. So showing what showing what you're selling doesn't just need to be the product. It can also be, um, the emotion related to what you're selling. So I've got some example. T where people have really clearly laid out what they're selling on the left. We can see a product example. So this is where someone this is where they ship food to you, to your home, where you make it at home and you can see he that added, all the elements in this picture. Not only do they have the vegetables laid out really clearly so you can see Oh, it's it's food that that the cooking but they've got the box place there, you can see their ship it to get the recipe card. They've made it really hard for you to miss exactly what their services so you can see they're going to a lot of effort to beautifully make that image show. It's very clear what they sell on the right weapon example off a digital products. So this is an email marketing plan. So this is obviously you don't want to put a picture off an email or a screenshot of your email in your ad copy, because that's not very enticing. But what you can see here's they've used to analogy where they've said okay to game play. And so it's like a football field, and that puts in icons off email in there and that clearly stated with their text what they're trying to do. So while it is unnecessarily a picture off the exact product similar to the idea of the job , what they've done is they've channeled What is someone for the benefit? Someone's getting out of this and they're getting their strategy or their approach marked out for them in a game plan, so you don't always need to explicitly show the exact picture, but you need to make it really clear what the product is that you're selling. A few more tips is that people smiling in your ads really make a difference. And this is just to do with a little bit of human biology, right? Like when you see someone smiling and a picture that you're more likely to pay attention, focus on it. And, of course, show people using your product on the left is an example of someone working in a cool digital office. And that's what they're showing is the result of doing their online e market, of course, and on the right Rick and see people holding the tea product in their hands as well. So so show people what you're actually selling and, of course, using bright colors. So the one on the right is a very bright card. You could imagine that if you're scrolling down and newsfeed and you put pictures off dogs and babies and articles that people are reading, that one's really gonna stand out because it's so bright. So keep in mind that bright colors can be really effective. One of Facebook's are the rules is that you need to use less than 20% text on an image, and what that means is off the images surface area. You need to have less than 20% of that space filled with text, so the example on the left is showing how much roughly 20% text is. So if you divide up that image into squares, you can see that that portion is 20%. Text. Example. In the runt, that's way too much text. That's probably 1/3 of the image covered in text and Facebook. Either they want to prove that ad or they'll send it to fewer people. Historically, they just simply didn't approve the ad. But now what they do is they just reduce the reach. So they say, You know what? This ad is badly designed. So where is not gonna show it to as many people so pays off to keep this in mind and look at Facebook's guidelines in terms of the 20% text. Now, if we quickly ducked back to our previous examples, we can see that these images don't have any text or they've got less than 20% text. These images have no text one of the right has less than 20% text now. The other thing to keep in mind is that in terms of design, you wanna keep your design looking crisp. Using less than two fonts, you could see the example on the right. There's three different fonts there. It looks to be chaotic, so in terms of your branding and making sure your images look professional. Use less than two fonts, and I would suggest using the same front they used for your either your brand or your website. So find some brand fonts and stick to those. And make sure you use those across all of your digital media assets, including your Facebook ads and, of course, you on your images. To be the correct size. Facebook recommends making your images 1200 pixels and wit by 628 in hot. You will also want to resize your image to the correct size before you get started. So Facebook recommends 1200 pixels and wit by 628 pixels in height, and they're actually quite a few online tools that will help you do that. So, for example, can be dot com is a great tool that helps you re size your images to the Facebook ad size so that you don't need to use photo shop. So there are quite a few tools that you can check out, which make it a bit easier to get these images to size. It is really helpful to crop images to size before you turn them into ads. So that's a good example of why it's important to have intimate cropped correctly first. So you can see here in this example on the left with this food shipping company. If that box had been placed any further to the top of this frame, you wouldn't be able to see it. It'll and you just see the vegetables and there speak card, and you will kind of miss the core information that they're trying to tell with that, which is that we ship it your house so cropping your image before you jump into Facebook Ads manager is really useful, so you know that your image contains a low key information you're trying to tell with your ad when we have a look back at our example case study, you can see the image that's been selected. He might look a simple from the outset, but you can see that it's been cropped to show both characters. It shows an example of what someone could create by taking the course. And, of course, there's no text on their sides abiding by Facebook's less than 20% text rule. One of the other handy features that you'll find in Facebook ads Manager is something called the Creative Hub, and this is a section waken Design your ads before you even head into ads. Manager. So this is just where you can say, you know what, I'm gonna throw in my ad, and I'm gonna have a look at it in some different formats before you even build your ad. This is quite useful, especially if you work in teams and you want to show your colleagues or your boss or your best friend down the road. If you want to show them the ad that you're designing before you go into ads, Manager is a really useful tool. We won't be using this tool in today's calls, but it is a useful one to keep in mind. If you do what collaboratively with your friends in this course, we're just focusing on Lincoln's because this is usually what most people start out with. But of course, there are other ad creative types, so there are things like video ends. There's the carousel Ad Wadkins twice across and see multiple images. There are leaders, which is like a small micro site where your customer can enter the details. If you're wanting in the future to explore these other ad types, feel free to have a look online and see what recommendations there are around using these specific ad formats. And again, these add four months do depend on your objective. What are you trying to do with your business? So for now, we're getting started with link ads, but you may want to explore these other ads in the future. We covered a lot in this lesson about ad design things to consider with your main text things to consider with your image, including using less than 20% text. What to keep in mind with your headlines and your description and, of course, your call to Action button. Now you may have lots of ideas bubbling around in your head, but the important thing is to see what works for your audience. The important thing to do is just to start and start testing, right? Samat, Copy, Channel your audience. Think about that. Demographics that age, their interests and what problem you're solving for them, or what the job is that you're business or your product or service is actually solving for them. So craft some copy and just get started. If you put the ad out there, you'll start seeing from your results where the audience is being engaged with that ad or not. And, of course, when we get to well reporting an optimization section of the course, you will be able to see if your ad is working or not. You can say, OK, this audience is not engaging with the sad. So I'm going to stop this ad and I'm gonna try something else. And then that's exactly what we do. When we're running ads as digital marketers, it is time to jump back into a dental, and we're gonna head back toe a Google spreadsheet where we're planning our at, and I'm gonna pop in the ad copy that I'm going to use for my ad. Okay, so Let's jump back into the ad plan spreadsheet. So we scroll down to the section about on design. What unlikely to do is to start thinking about what kind of content is going in your head. So, like any amazing cooking show, I've got an example that I prepared earlier on the right here, where you can see the way that I am visit to my ad to look so you can see that when I'm putting my content in this spreadsheet, you can see exactly how it's going to look in the final port. So in terms of my key copy, you can see that at the top. This is the main post content, which is at the top of the of the Post. I've got my headline, which correlates the headline down. He the link description is copy down the bottom. It's easy to miss that, but it's just as important and in terms off looking at where my ad is going, it's not just the design bits and pieces we want to be documenting. We want to be looking at. Were you clicking through to sir, What's the actual You are ill? What's the image you might want to keep a copy of your image handy and what called action but using Denver and I put in a museum tracking code at the bottom and will jump into that in a bit more detail later on. But it just means you can track the traffic to your website from these ad. And so I was keep that handy for reference. So I'm not putting all my content into the spreadsheet so that when I jump into ads manager , it will be easy to reference. And I don't need to be jumping behind for working at bits and pieces that I haven't thought about. So now it is your turn. Open up the ad planning template and include your copy. So if you scroll down to the ad plan section and have a look at the section around your ad copy include your ad copy your headline, your description, your image. If you're linking somewhere, feel Freddie's is the creative time to come up with some ideas, and we will feeling the rest later. As we continue going throughout the course, I'll give you a couple of minutes to sit down and come up with your ad creative. Next up. We're talking about money, money, money, and how much does online advertising Coast 9. How much does online advertising cost?: How much does online Advertising Coast If you've never run online ads before, it could be a little bit daunting because you're not quite sure how much it's gonna cost or where your money is going to go. The big question I always get is how much money I gotta spend on these ads or, as we say in Australia, watch the damage. So how much are you going to spend? Is a bit of a tricky question, because it can sometimes depend on your objective. If you want people to see your ad, you might use a particular buying type compared if you want someone to click on your ad. So there are two different ways. You can buy ads based on how many times your ad is seen or based on how many times people engage with your ad, such as if someone clicks on your ad. So if we're talking about people seeing your ad, we're talking about impressions. So that's how many times the ad was served, and this is called CPM, or cost per 1000. If we're talking about clicks or people taking action on your ads, this is CPC, and this has cost per click. You might have heard these terms around already, because these are pretty common terms with online advertising. And if you run Google search ads or display ads, you're likely to come across these two buying times or something very similar. Sometimes their names change based on the network. You might see PP C instead of cost per click. Or you might see see P E so cost per engagement instead of cost per click, depending on what you're trying to do. But overall, we're looking at ads being served in two ways, either based on the amount of times, the Addis steam or the amount of times the ad is engaged with. Now you choose one or the other for your ad. You can't use both, so you're choosing which type is best used for your goal. Now, for some objectives, Facebook ads will let you choose, and for some, they would choose for you. So depending on what you're trying to do, you might end up using one buying type or the other. But it's useful to understand how they're different. So you understand how you're being charged. Let's dive in a little bit further, just so you can really understand how these different. So let's start off with CPM ads or cost per 1000 impressions, and this is the time where you pay based on how many times the ad is seen. So CPM is kind, like a rate that you pay, So it's pretty common to start off with something like an $8 CPM. So this means that every $8 you spend your ad will be seen 1000 times. So if your CPM is $8 it'll cost $8 for 1000 views of the ad. If you want to spend $100 you're being charged to CPM of $8 your ad will be seen 12,500 times, so you can see that this is quite useful. If you want to raise awareness for your business, you can see that it doesn't really cost all that much to get a high reach when you're using CPM buying. So again, a cost per click is a right that you're being charged over $1. Cost per click is quite common, so if you think about it as to each person who clicks on the ad, you spend one Dola, so you can see that a cost per click can be really useful for the times when you have very niche audience that you're trying to get to do a certain thing. Otherwise, you'll be paying for everyone who's seeing the ad when you really want someone to click on that out or engage with that ad. So call spoke Look is really useful if you want someone to complete a certain action. So when we talk about a cost per click, it's the amount spent divided by the number off people who click. So just to translate this a little bit more if you spend $100.100 people click, it is a cost per click of $1. But it's not always that straightforward. You can change your cost per click based on how many people are engaging with your ad. So in our first example, we can see there's $100.100 people clicking on the ad. It's a wonder the cost per click, but if we spend $100 only 80 people click, it's a dollar 25 cents cost per click and even further down if we have 50 people click on add. It's a toodle cost per click, so the few of the people who engage that at the more expensive it can be. But let's look at the flip side of this. If we've got ah, $100 that was spending in 200 people click. It's a 50 cent cost per click. If 300 people click, it's a 33 cent cost per click, and if 500 people click will go to 20 cent cost per click. So the more people who are clicking and engaging with your ad, the further your dollar stretches. So this is why it's so important to understand your audience, because the better target your answer and more accurate, your ad copy is to engage your audience. The more efficiently your ad spend is so you can stretch your dollar further if you've paid close attention to your audience. As I mentioned earlier, cost per click is in the only way that this is phrased so you might see cost per click. You might see cost per engagement or cost per view or pay per click, so either you'll be charged CPM it, which is based on impressions or anything else. Anything else is usually cost per click or an equivalent. So the big question I get all the time is is there a minimum spend while they're actually ease? But it's not a whole lot. So if you're running, CPM adds, it's looking at $5 per day. Your 35 per week and cost per click ads is $2 per day, or around $15 per week. So you don't need to spend a little money toe actually start using Facebook ads. But one of the things that I would encourage you to consider is that if you're using minimum spend, your results are also going to be reduced. So if you've got a $2 spend per day means you're only buying two clicks, you've gotta wonder the cost per click so you can certainly spend as little as you want. But be mindful off the implications of what that actually means in terms of your results. An $8 CPM is an average based on industry figures, so your actual CPM maybe more all less so. You need to start testing to find out what your CPN is, and again we'll look at that in the reporting so you can see what you're CPM is. If your audience is in high demand, your CPM will be higher so you can find niche audiences to reduce your CPM cost. And, of course, during Christmas or peak periods, you'll find that your adds more expensive because everyone is using Facebook ads and everyone's buying out the and space so CPM can be increased during peak periods. If you like to reduce your cost per click, spend so $1 is a starting point to think about as an average for industry figures. Again, your CPC might be more or less based on your audience and your copy. So to reduce your cost per click, you need to ensure that you've got the right audience targeting and that your copy is bang on. What we'll do next is bring this all back to your campaign. Now you understand the difference between CPM and CPI C buying. What we'll do is we'll look at what the results that you can expect from the budget that you have. It's in this jump in 10. Selecting your ad budget: Let's talk about money and planning your budget. Do you remember the first time that you rode a bike? So maybe the first time you played football or maybe your first kiss? Some things take a little bit of practice before you get really good at it. And Facebook ads is one of those things I would encourage you when you're planning your budget for your first ad is to be mindful that you might want to start small. For some people, that might be $20. For some people, that might be $100. But the thing to keep in mind is that if you're running edge the first time, it's probably gonna be a learning exercise where you're running your ads, you're getting some benchmarks, and you're seeing what has worked for your business. So if you're running your air to the first time, getting some benchmarks are really invaluable. As I said in the previous lecture, your cost per click might be $1 but it might be $3 or $5. So what's important is to understand that the first time you do something, what we're doing is just looking at Where is your business at now so that the next time you're on ads you can improve. So the first time, what we're doing is actually just looking at okay, what's the environment we're working in, but getting benchmarks. And in the next time we go from there and we learn from this experience when we're talking about our budgets, let's flesh all the way back to our objectives over ads so you'll remember that we talked about whether we're talking to new audiences are existing audiences and what our goal is, whether it's traffic conversions, brand awareness, critic conversations or video views. So making sure that you just keeping in mind your core objective when you're thinking about your budget so that you know the one thing that you want people to do. So remember that if you're looking for things like brand awareness, you might be focusing on using impressions as you're buying type. That's quite different to using cost per click ads if you're doing something like traffic, so each of these ads are likely to have a different cost based on what you're trying to do . So, for example, it's much cheaper to get people to watch a video than it is to get someone to click on a link. So understanding your specific objective means that you can better plan your budget. Now, most businesses do have a goal off what they're trying to do with the Facebook ads. You might have a specific number of what you're trying to do. It might be that you need a certain amount of traffic to your site or you're trying to sell certain amount off products or reach a certain amount of people or acquiring new customers . It might be the flip side where you say, you know what? I've only got this amount of money for my budget, So I'm going to use this amount and try and achieve my objective. Oh, you could just be saying, You know what? I'm gonna learn. I'm going to use X amount of money, and I'm gonna learn from this exercise and get some benchmarks. So I want you to spend a second just to think about. Do you have a specific target? Maybe it's based on your history of your business so far, or maybe to certain amount, to break even or to make a profit. So think about what are you trying to actually do with your Facebook ads? Do you have a specific number so that when we look at planning our budget, you can have a look at how much money you actually need to achieve that goal. So we're gonna jump into a demo now off thes sickened Tab off the Facebook ads Planning tool we have back in our ad planning template. Those of you with Eagle Eyes may have noticed that there are actually three tabs to this document and we've been working off the first tab planning on ad. But I've also got to other times one is to help you plan your budget and the other one is to plan your campaign if you've got multiple ads. So what I'd like you to do is click on the middle tab. This is a handy little tool to help you get 90 or what your results might be for different budgets. So the way this document works is that it updates in real time so you can edit these values in this first column and you can see the results in this final calm. So if you're gonna advertising budget of $100 you can see what your results are for different objectives. So if we change this to $50 you can see that this data has changed. What this means is that you can have a look at what your objective is and have a plane see with. The results are if you get a budget off $100 and you got a cost per click and let's say that you think it might be $1 remember, don't add the dollar sign because that will break the system. So just putting put in pure numbers and it'll update with the dollar sign. So you can see here that if I have got $100 for my ad budget and I'm using a cost per click of Abdullah, I can expect around Ah, 100 people. But let's say that I am working off CBM for my traffic. I've got an $8 CPM, so I can expect 12,500 impressions. Let's say that my CPM is $6. You can see that my impressions is now 16,666 so it's just a cute little tool so that you can get an idea of what you might expect for different budgets and different costs. You can have a play with video views and engagements. You can see here that video views and engagements have got a much cheaper cost. These figures are estimates based on some previous campaigns, but things like video views and engagements can be much cheaper than cost per click. So you might find that you're only spending five cents or two cents for a view versus engagement. So keeping in mind that when you've got different objectives, you might be paying different amounts for it. If you're looking at cells and conversions, I do have a section he will. You can play with that, however, what I really recommended you checking out the bonus lecture at the end of the course, looking at budgeting for sales and conversions, because there's a lot more that we need to keep in mind when you're planning for sales. So this could give you a bit of an idea, but I've got some sit rates here, so a stick conversion rate to your website at 3% and that had conversion rate of 1% so your values might be very different to those So I encourage you to check out the final lecture so that you can see what your values are and plan your campaigns based on that but otherwise haven't played with his calculator. Put in some values and see what the result. So I'll give you a bit of an idea of what kind of results you might expect for different budgets. Have a play with the calculated to have an idea of what you could be thinking about in terms of your results with your budget. And look, if you're really not sure about your budget and if you don't have any specific goals, why not start with $20 start learning from your daughter? While we're talking about budgets, I just want to talk a little bit about one of the features of running Facebook ads. And that's that You can set your spinach duration so you can say to Facebook, I want you to spend $5 a day for one month. Well, you can say I want you to spend $1000 over a month so you can set either a daily budget or a lifetime budget so a daily budget will literally spend that money every single day over the campaign duration. So we'll spend that exactly. So that means that even if you don't quite have Super Engage Jordan's that day, it will still spend that money. So if you've got a lifetime, budget will try and spend your budget fairly evenly across the campaign duration. But if there today, where your ad is on fire and everyone's into it, it'll serve. You. Add two more people because you can see that it's it's quite popular that day. One of the key differences with this is that if you spend a lifetime budget, you can say the time of day that you want your act to go out. So this particularly useful If you know there's a particular time of day that people engage with your ad. So you might know that people are really active on your website or on your social media between seven PM and 11 PM So you might say, You know what? I'm just gonna set my aunts for that time of day, and that's only available with lifetime budgets as opposed to daily budgets in the end of daily budget and lifetime budget really used much for muchness, so it's often it's really down to your personal preference in terms of how you want to spend your money. Some might say a daily budget is useful for testing where the lifetime budgets are a little bit better of, you know exactly what you're doing. But in the end, it does depend on how you like to spend your money. Do you want to see the exact amount that's going out every day? Or do you wanna let it sit and spend over time? Spend Duration is something we'll see when we jump into Facebook ads manager, and we won't really see it before them. But I wanted to give you a heads up on what it means now, so that would be jumping that you know exactly what's going on. Now. What I'd like you to do is to head back into the ad planning, temple it onto the first tab where we're planning all about details for this. First, add that you're running. I wanted to scroll down to the section about the budget, and I want to feel in the budget details. You should have a bit of an idea of how much you might be wanting to spend. Since you have been discussing and in this lecture and you've had a bit of a play with a calculator to think about how much you won't want to spend in order to give it a go, we're getting so close to the end of his ad planning template. We're nearly ready to rock and roll. We have our ads, but for now, just have a look at the budget section, and then we'll feel in the rest later on Throughout the course. Next up will believe Ian how ad manager is set up in Facebook. So it's really useful to understand how ads actually structured within Facebook's ad manager, because it's something that could be a little bit confusing. Unless you've come across it before, or whether you've run online ads before, we'll jump into that in just a minute. 11. Ad Manager Set Up: before we jump into Facebook ads manager The first thing we need to understand is how ads are actually built and set up within Facebook ads MANAGER If you've created Google search ads, this ad structural quite familiar to you. But if no one ends before, it's important to understand how it's all laid out when we created. And it's not just about creating an ad and bring some money behind it and telling who we wanted to send to. There are actually three teas to add set up, and this is important to know for when you're campaigns get more complex. You haven't understanding off the way that it's set up and why. So there were three teas. The first tier is looking at your ads from a campaign level. So this is looking at your objective. For example, it might be clicks to a website, so everything we've seen that campaign, all the ad sets and all the ads will be designed just to the pushing to your website. The next level down is your ad set, and you can think of these as groupings of ads and your ad set focuses on your targeting, your placement and your budgets. So your answer to look at pretty much everything outside of your actual ad design. So it looks at who you're targeting. How much money will put their what placements it is, how long you are added to running for and then below your ad set easily Add design. So this is your actual ad creative or your ad copy. So it's looking at your images and your texts that you audience will see. You might be looking at this and thinking, Gosh, this is so complex. Why they're three layers. Why can't they just be one layer if I'm running a single ad? Well, it's because when we run multiple assets that it gets a little bit more complex. Weaken do things like testing different groups and different audiences. So let's jump into an example of have it looks just so you can get a really clear i d off how you contest different things when we jump into Facebook ads. So let's check out this example. Let's imagine that you're a florist and it's coming up to Valentine's Day and you've got a bunch of ads that you would like to run. There was meant to be a pun, but that is amazing. And bunch of ads. Your florist. Okay, so you got your main objective. So all of your assets and your aunt's within this are all doing the same thing. So you're driving all the traffic to your website, then within that you got your ad set, and this is who you are targeting in this example. Let's say you're targeting women, and then you got your single ad and let's say you got your copy and you're looking at your red roses. Now, what we can do here is we contest two different kinds of ad creative, so we might create a second dad, and it has separate copy or separate separate image. Maybe this ad is looking at what Roses? So I've got two separate ads. One's talking about red roses. One's talking about white roses ended both targeting women. And all of these ads are clicking through to the website. So what we can do is we can run these two different kinds of creative for this one audience . Emma can't see which one is most effective, which add is leading to the most sales. So let's say that we also want to target men. So this is again saying objective clicking through to the website and we're gonna try some different kinds of copy. So maybe we've got a red rose copy and day. What? Rose? Copy, but slightly different. Remember, we're talking about buying roses for a loved one. So it could be that the copy we're using for men in a little bit different for the copy that we're using for women. So again, we contest ads C and D and see which of these ads, uh, most effective when we're targeting men. But of course we can look at this on a holistic level as well. We can say, OK, we've got four. Adds a, B, C and D. Which one of these ads is creating the most sales for my business. So over time, what this means? As we can look at these ads in context, off their assets, we can look at the at the two ads for women and we can say you know what ad copy be is way more effective when we're targeting women. When you look at ad, set the ad set for men and say, you know what the ad copy D is most effective when targeting men. You might want to go to an ad set level and you can say you know what? All of my sales, that coming from the ads that are targeting towards men. So I'm going to scrap everything in and set A and describe that targeting entirely so you can see that when we have more ad set up and we're testing more things. Having this kind of structure is really useful. So it does feel that if it's strange to have three whole teas when we just designing one ad . But when we stopped building out multiple ads or multiple add sets, you can see why they exist. So while we're here talking about I had set up, I want to talk about actually naming each level of this ad T structure so you can call each of these levels. What if you like? You could call them all cat food 1000 and it wouldn't impact your campaign. But what's useful to make sure that you're labeling your campaign levels is because when you're reporting or during your optimization, you can see what's been most effective. So the highest level we're looking at a campaign objective. We'll probably wanted name our campaign, something which describes what we're doing. So it might be that way in December, more when we're promoting an e book and we're using a CP and add bine. Or maybe you can talk about your objective. Maybe you're saying you want to push sales or conversions. You want to make it really clean so that, you know, it's I think, what you're doing with that campaign, because if you're running 10 campaigns or 100 campaign's, you can quite easily lose track of what you're trying to do with each campaign. With the ad set level, you should be labeling your ads with what you've made. Different NH exit So this could be things like you're targeting. You might be targeting one set about. It's just tow women on one sort of ants. Just two men, in which case you probably label your ad set with the respective genders. But it could get more complicated than that. You could have an ad set for women, one for men, one for those age 18 to 25 on one for those 55 to 65 you might be targeting different countries with your and set. So you want a list which countries are targeting. You could have different placements. You might be targeting desktop or marbles or just android devices are just apple devices. So making sure that you're listing your targeting is really important, so that when you're looking your your ad effectiveness, you can see side by side. Oh, I can see that my desktop ads and less effective than my mobile ads so you can keep that in mind only so you can optimize those and and reduced to spend or the ones that are less effective. But you can keep that in mind as a loaning fuel business. You can say you know what it's been a couple of times. Now that my desktop ads have been not very effective, time is going not run them next time. So the very label each of your ads, the more you can learn from that the next time. And, of course, your ad design. This is pretty straightforward, so whatever you put in your ad designed, that's unique. So, as I said, you might have a red set of flowers in your ad. Valentine's Day in a white set of flowers. It might just be white roses or red roses. But if you add to get more complex, you might only putting things like your entire ad copy in the description. Or you might want to be putting really detailed descriptions of your images. Some people even find it useful to keep a log. And so, while it might say beach design is your ad design code, but maybe you've got a separate document somewhere that keeps all of your codes and say, When you've got written beach design, you can refer to a separate spreadsheets somewhere, and you can see what design was actually used. You can come up with a system that works best for you, but in the end, it's important to make sure that these labels have the unique information that each add settle that has, so that when you are doing your reporting or your optimization, you can really clearly see what the differences are and why certain ads were more effective than others. So very soon will be hitting into Facebook and manager we're gonna be getting hands on. There's a walk through where I'm gonna show you how I do it, and you can follow along with your own as well. So if you haven't set up access to Facebook business manager yet, now is the time to do it. So don't forget that you need to connect your Facebook page to your ads manager account. We also need to set up a payment system so that when you activate your ad, there is nothing stopping you from launching your ad. Today. You can check out the results of section. There is a link through to setting up your ads. Manager in Business Manager. If you haven't had a chance to do this yet, now is the time to do it. Because in the next couple of lessons, we're gonna jump into ads manager. And if you don't have it all set up, it might be a little bit harder to follow along. Next up, we can look in the final details off your campaign plan. 12. Your campaign plan: we're on the final leg off planning your ad campaign. So what we're doing in this lesson is that we're locking the final details of your campaign plan so that when we jump into ads manager and you put everything laid out and you're ready to go. So in order to launch an ad campaign, we need to make sure that we know what is out at objective. Who are we targeting with an audience targeting? What's the timeline that we're gonna be running out at running it for one week or one month ? What's our budget? And, of course, finalizing our ad copy and design. Now, if you've been following all with the exercises, you should have most of this sorted out already. So what I'd like you to do shortly ease to feeling the final elements of your ad plan. So I'm going to run through my head plan, and I'm gonna show you what I've got this so that when you're looking in your final details , you know what to keep in mind. We're back in a favorite spreadsheet. The ad planning spreadsheet. The last time we were here, we were looking at the ad design coming up with the ad copy that we needed to create thought or add. Now, what I'd like to do is think about the rest of the campaign planning. How long you gonna be running your campaign for? What kind of budget are you thinking about? So we can click on out time frames and we can update out dates or when we're running out. Ads from those with Eagle eyes will have noticed this yellow box. He is actually automated to calculate how many days this is calculated to. So that means we can get a really clear idea of exactly how long how ads running awful. But for this campaign will be looking at running it for 14 days for the 20th faecal through the night off May. And so I can see that is 14 days. So the next thing is your budget. How much money are you willing to spend your first time running as you'll notice that I've got some more yellow columns that I magically calculated on the bottom that help us plan ad campaigns. So if I just typing my numbers without the dollar song, and it will update these biggest down, so what this means is that if I'm doing a daily spend our lifetime spins, it means, I convey, to calculate how much I'm spending. So if I and it's off instead of $100 I had my campaign on the $20 and I'm gonna do a daily spend. I would see that's a doleful e three, and that's less than two does Day. So I would need to have my total budget is being get higher so that when I'm working at my daily spend, I know that it will spend that any issues but for this specific ad, always spending $50. So what are my placements? You'll remember There are a lot of places where we serve ads. It's not just in the Facebook, um, Yousfi. There's also the audience Network is also instagram within Facebook. There's also messenger are the instant articles and the right hand side. So if you've got an idea of way, you are replacing you, and it's maybe Johnson previous testing, you might know already where you want a child at us. So for my example, I'm gonna be targeting Mobile on the on instagram and Facebook news feed because I know Those are the places where I get the Hoskin versions for my specific audience. So I want to serve my ad to mobile on these interim in news feed. If it's your first time, you might want to serve your ads everywhere and stick with the default placements so you can learn which is ours. Placements and lost, effective for your sins. So time of day or date opposed. If you during a lifetime spend, you can specify a specific time of day or a day that you'd like it to run. So you might be running a surf shop down on Bondi Beach. And you know that your key audiences are only going to be there on the weekend. So you might say, I'm just going around my ads on the kids. Or maybe you'll be to be, and you know that your key engagement is June 95 on a weekday. So if you have information about how your audience engages with business already, you can refine that so that you're not spending your ads at a time when your audience isn't engaged. So in my case, I'm going to keep them running ongoing. That can't be a naming is something we probably don't need to do in advance, but I like to do it just so that it's one less thing I need to think about. One of jumping toe adds Manager. So it my campaign name. I like to make sure something that I recognize these what this campaign is to have. May I got a label for myself that this is part of his own line course. The topic eased in monthly report that I'm driving traffic to my objective is traffic, and it's CP and Vine. So this is really looking at a unique name so that when we're looking at top level adds, I'm looking at all of our separate ads, you know exactly which campaign this is now. Of course, you can call these campaigns anything you want, but it is helpful if you label these campaigns and add sets with a description or what the unique Elmer's off this ad is, so that when you're optimizing and when you're reporting, you know the differences between those ants. So when we get Dempsey, I had set level, I'm gonna be targeting females in Australia where age 25 to 45 with interest in social media. So if I were targeting a different audience and let some targeting males, I would make that same mails to ancient social media in Australian aged 25 45. So I've got a unique differentiator. I'd put that at the start salt to be easier to see. But either way, I would put the ad set. Name is a description. All what I'm doing bitters, abs. And in fact, I'm gonna add by placements as well so that I'll be targeting little devices on instagram and these fees. So people had a run around ad that's just instagram with Justin Newsfeed's. I can see how they behave differently. And of course, out I had levels of this is that content tell In this case, it's the woman who's smiling as my and creedy. It all running different adds them up. Your man smiling It might be a spreadsheet. Could be picture oral report. I would know which creative I've used for my reporting. In this case, I'm not testing alternately creative, so I just keep it simple with a description off my and success metrics. Now, this is really just a note for you, so that before you've on your head did get me thinking about what actually success looks like for you. So if you've never run ads before, you might want to aim for some industry benchmarks of 1% click through rate. But if you've run ads in the past, you might be one to look at beating yourself and creating a more optimized or achieve the campaign. So could be that you're looking at. OK, last time I had a 1% put through, right, So now what? 1.5, the last time I had a 0.5% click through rate. Now I once you're a 0.6 so reflecting on how many campaigns have run in the past and where you want them to go is useful so that when your optimized and you can look at what is the criteria that I was really looking at, and where's the line in the sand of what is successful? Ad to me and what isn't so jottings down now could be really useful so that when you're recording in your ads and look at your success, you can see what you intended that you went. Now it is your turn. So open up your Google document or your Excel spreadsheet with your ad plan. What I'd like you to do is to run through every single item and make sure you've got an answer checked in for every single thing. So this is useful not only so that when we build Adam adds manager, you can kind of just copy and paste on. It makes it a lot easier. It's also really useful. So you have a record off your ad. So if something goes wrong in your ad said a process of your computer crashes, you know what you're trying to do. It also means that next time you run your ads, you know exactly what your settings world so you could do the same thing again. So I want you jumping to add planner and finalize all of your details for your exciting new ad. Next up is a walk through. So we're gonna jump into ads manager gonna do a screen share. I'm gonna walk you through how I set up my ads and if you'd like to follow along to you, are more than welcome to 13. Walkthrough: serving your ad: It is not election that we've all been waiting for serving your ad. So let's jump into Facebook's ads manager and look at how we actually service. Add that we've been creating along this time. Okay, so if you've been following alone, you come up with some ad copy, you come up with a campaign plan. So now all we need to do is actually serve the ad in ads Manager. So you'll remember that the ad that I will be serving isn't add pushing to my monthly social media report locus, and I'll be targeting, uh, females aged 25 to 45 in Australia who were interested in social media. The ad will be a CPM ad and and be optimized for traffic. And I'll be spending $50 it'll be running for 14 days after a little scream gram of what the ad will look like here just so you can visualize it and a little bit more. Okay, so now gonna jumping That adds manager and see how it's done. If you'd like to follow along, step by step and build your own ad, you're welcome to And of course, you don't need to publish the ad. You could also just say that in there and come back to it later on. Okay, let's do it. Is the lecture you've all been waiting for? How to actually serve a Facebook ad? So show me how it's done in this lecture. What we're gonna do is we're gonna combine out all that add climbing that we've done in our ad playing document. And we're going to you actually jump into Facebook ads manager and do a walk through off how to serve an ad on Facebook. So this should be a pretty straightforward process because of already done all the hard thinking and other hind yards first. So let's jump in and I'll show you how it's done. Now the first thing we need to do is hate to business. Don't facebook dot com So you should have already set up your business manager. Now, if you've got multiple business managers already, when you go to business manager, you'll end up in a screen where you choose which business manager you would like to use head into the business manager that he's the one that you welcome. And then from there you'll have the option of heading to add account or page that you will add mean. So I'm gonna head through to my ad account, and from then I'll be redirected through two ads. Manager. So this is where the magic happens. These ads manager. If you're somewhere within business manager and and you're not quite sure where you've ended up, you can head up to the main menu, the hamburger menu there. Pull up the all tools and you gun head there from the create and manage section. This adds manager in the main menu so you can head there from the main menu when we open about ads Manager what? We can see the whole bunch of previous campaigns that I've run and you can see that it's structure of the campaign level, the absolute level in the ad level. Tell me, click on one of these ants. We can see the campaign level. He is the key objective of what I was after. Look at the ads sent level, what weaken sees who were targeting, and then we make click through from the onset level. We head down to the ad level, and this is where the actual creative and the copy is designed. So what we're gonna do is when they head back up to our main campaign level and we're gonna create eight grand, you add. So we're gonna head to the left hand corner and hit the big green create button. Now, every now and again, Facebook does change a few little bits and pieces in terms of its designed. So if you're looking at this in the future, but not be a few bits and pieces that are slightly different, But generally it should be fairly similar in terms off the overall way that you launch a campaign. So what we're doing is we're looking at the guided creation wizard. So you might have opened up your account and you might have had a screen that looks a little bit like this. This is quick creation, But what I'd like you to do is switch to God in creation. The first thing we need to do is choose our campaign objected. So this is looking at while we running, I add, What's the number one thing that we want people to do when we run out? And so we've already thought about this in our ads plan, so we know that we're targeting new audiences that we want traffic. So good has hit now traffic button. Because we've said our objective. The only other thing that we need to do He's poking a campaign name. So we already came up with a campaign name earlier. So I'm just gonna compete across from my ad plans and pop it in here, and then I'm gonna hit. Continue. This is a pretty busy page, isn't it? I can't. So this is looking at our audience targeting. So when we're talking about our ad set, this is everything outside of water, actually. Looks like So this is looking at who will be talking how much money I was spending. Where's the and actually being placed. So this is old, the fusilli details outside. All, um, the creative. So the first thing we do up the top is putting on ad set name. So again, we already came up with them. So for this ad, our names, the ad females that social media in Australia 25 to 45. So it's not the most glamorous name, but it is practical. So of course you can call your name what you want but I found that very helpful. I'm targeting through to the website, as most people do when they first start running ads. I'm not running an offer, which is another kind of Facebook ad. So I'm gonna keep scrolling down and head to the audience. So I'm not using a saved audience. And I'm not using a custom audience or a black audience. I'll show you how to do that later on. But for now, I'm creating my audience targeting from scratch. So it's asking me who I'm targeting. So it's already saved that are targeting people in Australia because I run ads previously to that audience. So, um, you can see that I kind of just type in whatever I want. And it will come up with targeting even down to a specific suburb or Sydney airport, apparently. So, if you type in any key word or any country or any city, it will come up with the options for that region. So I'm gonna target the whole country of Australia. But I could be targeting down to a suburb or a street girl around the location. Okay, so where is my audience Targeting? Okay, I've got 25 to 45 year olds. And I'm just talking with almost gonna put in English because my ad is in English and in terms of my detail, targeting this is where, according my interest based talking so you can pull down these suggestions. So that's so this suggestions of based on ads that run in the past Oh, my account Oregon, browse and see what kinds all interests that are already here. So our aviation, all architectural agriculture Oh, you're gonna stop in your interests. So I'm looking at people interested in social media marketing. So you can see here that I've got a whole variety of things that have come up with social media marketing. We're going interests in social media marketing. We've got people who got a job style of social media marketing so you can see here that I can just type in free fall and see what comes up and select people based on them. So I was gonna pop in a few more here, let's say that I put in a low the interest that I can think of that directly relate to someone who's interested in social media. So you notice it might interest targeting that I've kept it very close to social media or people who work in social media. Now I could have said, What about people in tech? So I could have said, Maybe if you have an apple fun or you're interested in an apple cortex, I could've cooked dieting. But if you put too many interests that are too varied, it might skew your daughter. You're gonna want to target people who were interested in, Let's say, Apple products. I would make a separate audience, and I would target that ordinance ordinance separately because if I targeted people, insurance, social media and people who had apple pie rocks, I wouldn't know whether my ad performed well or poorly because of the different audiences. So by separating the audiences out, you can see which specific audiences on most engaged with your product. You put the oil in it once you can't see whether it made a difference. Now, of course, I could even be even more detailed for the way that I have split the South. I could have said just people who work in social media and job. Charles is one audience and a separate audiences, just people who are interested in it. So I could have even been a bit more detail with this. But I think that for for this example, I think this is This is fun. Now, of course, I want to make sure that I put enough people in there so that my audience size in the top here. My little mother indicator has said that its green so it needs to beast. It needs to be within a healthy audience size. So you don't want it so narrow that it's not gonna find anyone. And you don't want it to be so broad that it's gonna tongue every man and his dog and you won't have a high conversion rate. So that's it Fit. Interest targeting. Now one of things will. Just because we're here is that you can if you want to target people based on your Facebook page, it's in the ad, a connection tarp, and you can add people. That was the people who like your page or friends of people after page book exclude people who like your page. So in this case, I might even exclude people who like my page because I'm looking for new audiences so That's my audience Targeting gun. So now what we're gonna look at these are placements. So if you are running edge to the first time in, probably suggest automatic placement. So this is where you put your ads on every single placement. So you put your abs off Facebook news feed in the right hand side on Instagram in market place everywhere that the ads go. So if we hit edit placements, you can actually see all of these placements. So this is everywhere where the ads go as default. So, um, if you're running after the first time, I encourage you to maybe just stick with the default placements and then afterwards have a look at your daughter and see which placements or most affected the thing that you were trying to do. So you might find that you were trying to drive traffic to your website and might look at your daughter and say, Oh, actually, the Facebook newsfeed was most effective for getting people to cook through to my website. All Maybe it was the ad served on instagram. So if you're running after the first time, I suggest just stick with your automatic placements. The recommended placements and c we chance and most effective for what you're trying to do . But in this case, I'm just going to run ads too. Her Facebook to the Facebook feeds and to instagram. Okay, I'm gonna uncheck these a little bit tricky to see sometimes. So I've just selected to placements to Facebook feed and the instagram feed What I've said in my plan what I said yes, I have also said Mobile only is why we have the ad plan. So if I'm if I want a target just mobile I had to device tarps. I still like whether it's mobile Vestel. So I'm gonna target just mobile and I'm gonna need to go through a re on select off these again. Okay, so I've got mobile. Only I selected my feeds and instagram. Now, if I were going to get really detailed and select a mobile device, I could also head down here and select Justin of us. I want to serve my dad's old now. I wouldn't do that until I was really sure that I knew that a specific audience engaged my ads in a certain so I had been running the edge for a while, and I saw that just Apple uses or just Android uses were engaging with my ads. In a high percentage, I'd use that. But now I'm just gonna keep it to both devices. And then I look at my daughter and I'll see from there. Okay, so that's out placements. So now what? We're going to select ease our budget and our schedule. So this is how much money we're gonna spend and how long we're gonna run out and school. So we've already worked this out, and what we've said is that we're going to spend a lifetime budget, and he's gonna be $100 so I know it's only $50. We'll get too excited. Okay, $50. This is why we have an ad plan. Okay, so a budget of $50 and it's from the 25th which has already happened. So there will be 27. I can't. So the 27th through to the 11th. Now I like to make thes starting out 5 a.m. I don't wanna waste any time, so I want to make sure that when my ads of running, it's when people are up and active, so I want to make sure that we're getting a full day when Rivonia ads. So I've got my lifetime budget of $50. I've got my key dates set in there. So as a default, when you put in a date, Facebook will automatically suggest 30 days from your date. If you're only running an ad for a couple of days, make sure you double check the date because you might accidentally run over 30 days instead of two or three days. So do double check that default window. So when we have a look at optimization but delivery, what that's saying His Facebook is saying, Hey, how do you want us to optimize these ads so it can say OK, what would bill into people on Facebook and we conserve your ad to people within your target group were likely to behave in a certain way. So if you want people to see your and we conserve and two people within your target group, well, most likely to hang out on Facebook and check out ads. If you want some of the click on your ads, we conserve your ads to people within your target group for more likely to click on your ads. So when you're optimizing your ad for delivery, it's not quite the same as our first option where we said, What's our key objective? Um, but kind of kind of does plane to that. So So you'll remember me first, set out a key objective. At the beginning, we said we wanted traffic. So from here, and what we can then say is actually, how don't you want that traffic to be optimized? Weaken? Say, do we just want people to click on the link? Or do we want to make sure people actually get to the page and read what's on the page? Or do we just want people to see the ad? And if they click, great. But in the end, it's more about people seeing out. So when you look at your targeting and you know that your key objective is traffic a what a Gokey objective is, you might find there's an option. Add optimization that will help you best serve exactly what you're trying to do. We're sitting. We're sticking with the default beat strategy of lowers costs. We're getting challenged based on impressions so we could switch this do cost per click if we wanted to, but we're going to stick with impression for now. So I'm sticking with my ads for impressions. But if I did want to switch to a cost per click form of payment, I could do that there. Then I wouldn't change my beating option, so I'm gonna. But I'm gonna stick with impressions, running ads all the time on a schedule. So this is where we spoke about whether you wanted to run your ads just on a certain day of the week or no. So I might know that my audience is online just from 95. So I might add run my ads just during the work day. Or I might just world on my ads on, um, Saturday and Sunday if I'm targeting people on the weekend. So if I wanted to do specific scheduling, that's how I do it. But for now, I'm happy to run my ads old time, and then I look at my daughter and see if there's any way can optimize later on bass drum. So in terms off delivery type, this is standard or ex celebrated. So I'm sticking. Just my standard had scheduled run. So it's it brought ad set level targeting. So the next section is where we look at our ad creative. So again at the top with putting in our ad name, we need to choose our Facebook page that we're serving up ads from. And if you if you're running an instagram, you also need to select your INSTAGRAM account. So that's scrolled out. So the first thing that we're looking at these images now, ideally, you would have already created your perfect image. So you'll hit upload images I've actually already uploaded and saved my image from earlier . So I'm gonna head to my library and select my previous image. I'm going to click on this little crook button and just make sure that the line to properly and instagram I can also also sent to that as well. So you can see how I've slightly, uh, changed each of those based on this, the inienger based with each of those platforms ever head down to this preview, you can see how this image will different on different platforms. Now let's putting out and copy. So let's head back to my ad plan. So I remain copy, put up texting at the and we can see it previewing Lives good on headlines You are ill, have cool direction but is already there and we can scroll down to add out. You see the description. So a beautiful news feelings description here will only turn up on desktop and we're running ads desktop. So it's fun. So you're all parameters. This is putting a u T. M tracking. So that would just mean that when we're sending adds to our website, it will track the ad souls in the name. So that's it. Our content is loaded, so we have set about objective how add set and add on our three different tiers, injuring the information that we created in our AB plan. So now we just confirm a dead run. So this hour will now sit in review until Facebook has looked at the end to make sure that it meets their terms and conditions. And then it will be reviewed. So now it's sitting in the queue. So what is hit? Continue. It will take us back to a main adds manager, so you'll see here that it's in review. So when the ad is active, it will say active. So you can see here the different some of the different options. You can see an active at its schedule, dad, and add, That's complete. Okay, so just to make is a little bit easier to see. I'm gonna fill throughout the rich, the ends, someone hit my search section capital and my campaign name. I'm going to add a filter core teach and that's filled it out. Everything else. And now I can also say that built up so I can delete that filter there. And now, when I had two filters and be saved is there s a filter and I get hit. But again and very quickly just see the campaigns related to what? I'm looking at you so you can see what he at al campaign level. If we click on that, we can see our ads that I had set level. So this is our I have set name. If we hit it, it will pop out from the side bomb with the details of our ad. So if we want to change anything, we could do that here. Let's say we made it $85. We would then go to the bottom corner and publish our ad. And we would make that change there. And then what? Hit close. If we wanted to go down to buy ad set level, we can click on the again and go a little further down. And if we hit this edit button, this will pull out of the side bar and we can see the copy so we can change this again and had far too many dots than a necessary. But again, we can publish that this so we can go in and edit, decide before it launches. So I'm not gonna publish my change changes. In fact, I'm gonna describe my drafts at the top here. So that's how you create a single ad. 14. Walkthrough: building custom audiences and lookalikes: in this lecture, we're looking at building custom audiences and lookalikes now. When we ran out at in the previous lecture, we looked at what you need to do if you're targeting new audiences and that's looking at things like Wood Inches based on interest targeting. But the thing is that no, a lot of us are actually running ads to new audiences. We might be running ads to existing annoyances. Or we might want to be using Facebook's algorithm to help serve ads more effectively to meet audiences based on Facebook's A. I learning the way we Do this is through custom audiences and looks. So what I'm gonna show you how to do is how to build a custom audience equal running an ad to a custom audience instead of selecting an interest. Groups that were targeting, we say, serve the ad tooth customers. His custom audience might be a website traffic and my your customer Dina. So it might be something like remaining wrist or phone numbers off the customers that have subscribed to your website already, or it could be a lookalike audience in this section. We're gonna be looking at how to make a custom audience based on website traffic, had a credit custom audience based on your customer data, and that might be your mailing list or could be the phone number. And, of course, there's lookalike audiences. So this is leverage and custom audiences to target new audiences. So I know that not everyone needs to use custom audiences yet, so if you're just starting out, this might be a bit heavy. Might be a bit much, but if you found a couple of hours before you might be ready to get custom audiences ago, So if you're ready to use custom wooden schism and try it out, then feel free to full along in this lecture. If you're not quite ready for it. For free to just take notes and come back to selection in the future when you're ready to try something new with your heirs, Okay, so let's jump back into ads manager and check it out. So let's hit back into ads manager and hitch the audiences section where we can build and save our audiences. To do this, we head up to the hamburger menu in the top left hand corner and we pull out the old tools total, and we find the audiences section. Now it's under assets, which is the fourth along. But you might notice that if you use some of these sections regularly, it'll save a short cut under frequently used. So let's head to audiences under the Assets menu and build and say the audiences. When I had the audiences section, we can see some of the previous ordinances that I've created. So it's so let's have a little look around and see what we can do here. When we head to the create audience dropped down, you can see the custom audience and the lookalike audience and, of course, saved audience. So a saved audience is just our regular audience targeting. So, for example, earlier, when I created his social media interest group, I could have made a sage audience before that. Come in here, put another diner so that all I need to do it in one click, select my stage audience so you're creating a variety of ads and you have a lot of different audiences. You might find it easier to come into audiences, build out your audiences first, and then when you build your ads, only need to us still like to sage audience. Now this only works for interest based targeting or if you're targeting a page, so a saved audiences just using the default targeting that's on Facebook. But what we're doing here is creating a custom audience. So you remember that custom audiences, our audience groups, which uses 1/3 party data. So our customer audiences are using things like Amazing list or maybe the phone numbers of our customers. It might be looking at our website traffic. So it anywhere outside of Facebook, so custom audiences creating a group or people based on data that you've got already so one of things that I want to highlight is that you were uploading any data to custom audiences . You are responsible for stability of that data. So if you're uploading a mailing list, it must be people who signed up to your main in list. So if you're in the European Union, you particularly wanna pay attention to this because of the GDP are where you could be fined if you're serving as two people who haven't consented. So any interaction you've got with this section, you are responsible for that data that you upload So keep in mind your local laws or the laws of your region, because there's a strong data protection laws that come into play when it comes to any data that you are uploading in order to. I have abs, too. So with that coming out of the way, let's look at the most common ways that you are likely to be using custom audiences. So customer file is the 1st 1 and this is where we look at our mailing list or your phone numbers. So if you click on customer file, you'll see there are a couple of ways that you can do this. You can upload your own data, so if you click on that, you can copy and paste email addresses or upload to see SV file, and you can use a whole variety of identifies. You can upload their email address if you've got a mailing list. If you have phone numbers for clients, if you're ah face to face business on, there are a variety of other attributes that you could also upload in terms of things like dated the or country or address, so it Facebook will do its best to match people based on the data that you give it. So if you have already got data existing, then you can upload it here and it'll do its best to match those people. So I'm not gonna work for the entire wizard of how to do this. But follow the promise and you'll upload your customer file website traffic. Now, this is one where if you have installed Facebook pixel in your website, you could then serve as two people who visited your website. So the Facebook pics always like a little tag that you put in your website. Head up and you say Okay, Facebook. Keep track of anyone who comes to my website. So when you come back, he you can take a Facebook. Okay, Have a look and see who have tank. Just count my website. And now I want to serve as to those people. So you can see, for example, that I've got a Facebook pixel installed on my website like in saving audience, where I want to serve ads to visitors for the last 30 days and I can create an ordinance based on that. So when I created new audience, people tell me that I got a custom audience created and it will come up. He as an ordinance that he's say it'll populate for a while until it's ready to go in order to serve and add to your website audience being to have installed the Facebook pixel and then that needs to then Clayton data from that day onwards. So you install it today. You can only if you go Any survivors to people who visited your website from today or tomorrow ongoing. You can't so veg to people his store cleeng I'm not gonna cover how to install the Facebook pixel in this lecture, But you can check out the resources section where have linked to some other resources that you can check out. If you do wanna have a look at a bit more about the pixel, you can head to the drop down under measure and report. You can see pixels under the events manager and you can find out more about how to install a pixel in your website from there. Okay, let's have a look at our custom audiences again. Okay, so I've had a looking a customer fall, which is our main enlist. We've had looking out website drove it the activity. If you haven't app, offline activity is useful if you have a real world shop, so you can say to Facebook. Okay, My address is Number one ABC Street in Australia, and if anyone visits that address based on the mobile from NGO location, it will count that as an offline conversion. So if you serve ads to people and tell them to come and check out your store, you Facebook notes that those people have come to your store. It'll count as a conversion so you can serve ads to people based on the behavior in or around your physical location. And then, of course, there's engagement so you can serve and to people based on have engaged online on your Facebook page or with your Facebook ads so you could serve ads just two people who watch your videos on Facebook or who watched a certain percentage of your videos or who commented on your page or who like your posts. So when we have a look at the engagement options, you can see there's a whole variety of different options so you can create a custom audience based on people who are most engaged with your Facebook or INSTAGRAM activities, So it's really useful for finding your most engaged audiences. So that's how we create our custom audiences. So now let's have a look at creating local like audiences now look alike. Audiences are for finding new customers, not for targeting existing customers and look like audience is where we say the Facebook. Hey, check out this custom audience I've built from my third party data, and I want you to find people who is similar to these people. So Facebook will use its artificial intelligence to find people who are similar to those people using it to Nana Mayes data. So you could say this is my mailing list and I want you to find people who are similar to buy made in the story ins. But they need to be aged 25 to 35 and they had to live in Australia and be interested in social media so you can use Facebook's lookalike audiences, too. Find people for you, but you can make sure it's within certain criteria that matches your business Needs is well , let's create a look like audience. We head to the blue, create audience button and then head to look alike audiences. Sir, we select our custom audience that we've already built or page so I might select my website visitors from a custom audience that I've already made. I selected the country like this to be based on, and it's like House similar. I want this group to be to my source audience. So one or 2% would be people who are pretty similar to my mailing list. Audience men I hit create audience, said audience within populate and saying So when the next run, my abs, I can just pull up the audience there and use that to run my ads So these custom audiences and look like audiences will save. So the next time I'm running my ads and I would like to quickly reference them, I just type in the name of the audience that I've used, and I can target ads to that audience. So that's how you set up custom audiences and look like audiences In the next lecture will be looking at testing multiple audiences and how to set up multiple ads so that you can compare them 15. Walkthrough: Testing multiple audiences: in this section will be looking at testing multiple audiences. Now a large part of Facebook ad optimization is about looking at different variables and seeing which ones are most effective. This might be at the creative level where they're testing a different set of ads. So as we talked about in our example earlier, you could be looking at instead of red flowers in an ad and a set of white flowers. And you're seeing which add images most effective, you might protesting different audiences. You are looking at how men engage with an ad compared to women or could be people over the age of 51 people under the age of 50. Well, you could even test your audience is based on interest with my example of my early out, where I tested a social media audience, I could have also tested it against a different audience, which was business owners or small business owners and had a look to see whether the Social Media Interest group had more activity compared to the business on interest group. So during a limited only by our imagination in terms of what you're testing, so it can be the audiences that you're testing. You could be testing your ad creative and you copy. But you could also have a look at things like your platform whether you're looking at device. So people are android phones or iPhones more likely to engage with your ad. And we'll run through that a bit more when we have looking out reporting so you can have a look in deep, dive into that data and find out just how you can spread test those ads In a previous lecture, we built these ad and we targeted just women in Australia interested in social media. But now what I want to do is show you how you contest multiple audiences. So I'm gonna create a separate ad and just target men. We're going to set up two separate abscess one and said Is targeting males on one asset is targeting females I had created will be exactly the same for both of them, and we're gonna see how these ads perform. So what we can do is see how this ad performs when it's targeting different audiences. When we head to the optimization section, we're gonna come back and see how these underperforming in a couple of days to see how we can optimized these. As over time we have back in ads, Manager, and we're gonna look at how we contest multiple audiences. So to test multiple audiences, we need to head down to the ad stepped level and create different audiences for separate add sets or on the campaign level now. So we're gonna click through to the ad set level. So we've currently just got the one ad, you know, add sit. That's targeting females. So what we're gonna do is I'm gonna duplicate this ad and targeted two males. So to do that, all we do is we over over the ad and heat duplicate. So I'm gonna put this in his same campaign. So what you can see here is that this ad has now been duplicated, says our original ad down the bottom here and there's a second I've up top that says copy. So because we want to target males, what we actually want to do is now it it this duplicated ad with the criteria for what we're changing our add to. So if we heat in it, it'll pop up without new ad. So the first thing we need to do is make sure that we change our ad set name. So when we're looking at reporting, we know which add we're actually looking at. So I've made that say mail. So we scroll down and we make sure that we change our targeting the two males. Where are they? Here. So that's it, sir, we just hit. Publish. Now you'll see what got two separate ants, ones targeting men and one starting woman. So this ad set has Jew placated the ad created below it. So if we highlight both of these and then head down to the ad set level, it would open up both of the ads for each of these. So you can see here that this smiling woman creative You go to this two aunts there because it's one for the male audience and one for the female audience. So if we head back up to the had set level, you'll remember that our original ad budget for both of these answer the $100 yet weapon $110. Good to have been feeling around with things. So if we select both of these ads and heat the edit button. What we can do is we can eight at the ads in bulk so we can edit the criteria. That's the same for all of these ads. So what we can do is we can scroll down and we can see the budget. And that's 55 both, so we can change that 2 50 Now you'll notice that for the gender, it's his mixed state. So we can't edit those in bulk because they're currently two different options. So in terms of gradually, that's the same. So, for example, age we can change that involved. So some things you can do to save yourself a little bit of time by selecting things in bulk and change them sort of these ads in review for now, but they'll publish overnight, and we're gonna come back in a few days and see how these ads are behaving and optimize thes ads. In the last lecture, I showed you how to create and build custom audiences and look alike audiences. So I just want to show you how I can quickly access those when you're building your abs. So I'm just gonna pop into this added advantage. It just to show you as an example. So at the moment I got the and set up based on these targeting. So instead, what I could just do is find one of my custom audiences and said, It's that audience and in this case that would look at the website visitors. But also look at the interest targeting. If I wanted to look at my look alike audiences, I could select my lookalike audiences and again that would look at the look like audiences in context of these additional interests. If I'm gonna saved audience, it's actually a little bit harder to find. And this sneaky little drop down here is where the saved audiences are. So if you have saved a annoyance rather than having a customer look like audience a little bit harder to find. But you can get to work from this menu here, and that will actually override everything that you already got there. So when not going to say that, I'm gonna dis God out across coming up later in the course, we'll check back in on these ads and see how they're performing, and we'll look at optimizing them. But before we can optimize them, we need to know what we're looking for in terms of success. So in the next section will be looking at how you can analyze your results and see if you're as a successful. 16. Analyzing your results: So let's talk about how I could analyze your results to see if your ad has been successful in this lecture. We're going to run through a few of the terms that you need to keep in mind, so that when we look at our reporting, you understand what we're looking for. So reporting might seem like a little bit of a dull topic, but reporting is really important. Reporting is important because if your ad is working effectively, it runs more efficiently. So you get more for your dollar and, of course, understanding how radio reports means you can make the changes you need. So in the end, if you can't read your report and see if your ad is not working, you can't make the changes you need. If you're running an online business, it is especially important to understand reporting. So obviously, our goal is to get more bang for our buck. So if we can get 400 clicks for $200 that is definitely what we want to try to be doing. But we can only optimize our ads and get our cost per click cheaper if we understand what's going right. What's going wrong without ads. And the only way to tell that is by understanding. When I reports telling us in this lecture, I want to run through a bit of terminology just so that you're really familiar with exactly what we're talking about. So when we jump into the reporting section, you want to stand what everything means now. You remember that when you talked about budgets, we ran through a few of the budget terms, so there's cost per click. So that's how much you pay per click, for example, the Abdullah cost per click. So for every person that clicks on the ad, you spend a dollar. You remember. We also looked at CPM, so if you got an $8 CPM, you're paying for 1000 impressions. If you spend $8 I'd like to introduce a new term, which is click through rate to this day. Percentage of people who clicked on an ad compared to how many people saw the ed I 1% clicked her right. It's a pretty standard click for right, and it's a good bench mob to get you started. When you thinking about click through rates, so to explain, it could through right another way. If 100 people see an ad on one person clicks on, you could have 1% click through rate. So I've got a little example. He off the way that an ad report might look when you're looking at things like pick, click through rates and cost per click. So imagine you've got two different ads and one's talking and cat owners and ones targeting dog owners, and we spent $14 on each ad. But say the dogs at has slightly higher click through rate, so it's 1.45% compared to the cat sad of 1.2%. So we can see that in terms off the click through rates the dogs. That is much more effective. Who's got more people clicking on the ad compared to how many people saw the ad? So I've been talking about the term click through rate a couple of times, and one of the things I want the highlight is that Click to read is the term that will be used if your ad objective is traffic. So if you're trying to get people to click on your ad and visit your site. That click through rate is a metric that you will be paying attention to. But if you're running a different ad objective, so if you're trying to get comments for engagement, the metric might have a different name, so it might be result, right? Either way, what we're talking about is a percentage off. How many people have seen the ad compared to how many people have engaged with it, so whether it has a different name or not was still talking about the same thing. So if you're running an ad for different objectives, that isn't traffic. People look out for the metric that relates to how many people have seen your ad conveyed to how many people have engaged with you read and probably called something like result right. If you've been on social media for a little while, you probably heard of the term reach. So reach refers to the rial number of people who sold you're ahead. So, for example, 1000 people but impressions is the number of times the ad was served. So, for example, 4000 impressions. So you and could be served to the same people multiple times, so we think about impressions as may be set of flies you've had printed at the local store . So let's say you've got, um, Garrett. So and you've made a 4000 Flyers and you've hired the kid around the corner, Teoh to our put them in every mailbox around town. But let's say that kid gets a little bit lazy and he doesn't deliver toe all 4000 people in your town. Maybe he just delivers to 1000 people, and he puts four fires in every mailbox. So if we think about impressions is flyers, you can print 4000 flies. But if 1000 people get four flies each, it's only a reach of 1000 people. So when we come back to looking at reach first impressions, reach is the number of people who saw your ad and impressions is the number of times the ad was served. So it's really important to understand the difference between these two metrics. So they're both about the being served, but that kind of mean a different thing. It's important to know the difference based on what you're trying to do. So if your new business you might find reaches more important to pay attention to, you might say harmony, business and I need is many people to hear about my business as possible. So reach will be the metric you're paying attention to. But maybe doing established business and you're running an ad for sale and it's sell you do every year, and you know your audience is ready to go on waiting for it. You might be more important to have a high number of impressions, so you might have a set audience of your mailing list, and you want everyone to see your ad four times five times. So you want to make sure that your ad has seen multiple times by a specific audience, in which case impressions are more important to pay attention to so reach impressions. They're very similar, but there is a little bit different, and it's important to understand what you're trying to do as to which metric is more important to pay attention to. Okay, so we just talked about how serving your add multiple times can be really useful, depending on what you're trying to do with your business. But sometimes it can be a little bit creepy. If your ad is being served too many times. So I'm sure we all experienced the trauma that comes with someone serving the address and 1,000,000 times all over the Internet. It's exhausting, and it's creepy, and he kind of start to hate that brand from so as digital markers, we need to be aware off that difference. So, yes, we want to serve our add to our audience that we want to serve it multiple times just to get it, get them really familiar with our brand. But we don't want to go overboard, so there's a metric that we can look at, which is called frequency. So you want to run your ad enough time, so your audience is familiar with it, but they're not going to feel creeped down. If you're running your ad below about, say, five times, people are more likely to be familiar with your aunt but not be freaked out. But if you start running your ad above five times, maybe towards 789 10 times, people going to start getting frustrated and annoyed with you, and what you find is that people start reporting your ad or they'll be writing angry comments on your air or thou do some other unsightly things to your beautiful ad. So be aware off if you are running low and too frequently because people will start to get annoyed and you're gonna lose those potential customers. So keep in mind your end frequency. The final thing to keep in mind is ad relevance, so add relevance is a term Facebook users to determine how relevant your Addie's to your audience. So if you're targeting ads about a new cat, toy kept lovers, it's probably gonna have a pretty high relevance. But if you're serving, accounting software adds to cat lovers might not have a great relevance. So Facebook gives you a school between one and 10. So you could an I d. Off how effective your ad is for that audience. And this is useful because not only can you see if you're targeting Zahn Tranq, but Facebook will actually sort of start to penalize you if you're an is in the relevance. So if you're targeting your accounting software to cat lovers, Facebook's gonna say, you know what? This person doesn't really know what they're doing. We're not going to spare my amazing Facebook users with this terrible add, so they're gonna reduce your reach. So be mindful of keeping across your ad relevance to make sure you've got a higher VELDEN score, especially if you're experimenting with a new audience of your doing interest based testing . This relevance is very important to keep across. I think we can all relate the experience off going to the gym and seeing someone else who is a bit more rips than we are. You know, maybe it's someone who's lifting weight, and I got these amazing muscles. Could be someone who's running on the treadmill and they can actually run at all with Will experienced a bit of envy and feeling a little bit like, Are they pretty on top of it? And maybe I'm not really that on top of it, and it feels a bit awkward. But the thing that we all eventually learned at the gym is that it's not really about the guy next to you. It's about beating your personal best. Are you running a little bit further than you did yesterday? Are you lifting a few more weights than you did this time last week or last month? So what, You should be thinking about is your personal best, and that's the same with what I want anything about with your Facebook ads, you might be seeing some forms off behind what people are saying. I'm good old ones that cost per click and you think, Oh my God, what am I doing wrong? My cost per click is $3. What I want you to think about. It's not about what they're doing, because they probably have a really different target audience. Really different goals. Um, what I wanted to be thinking about is beating your best. So if you have a $3 cost per click this month next month, maybe try and make it $2. 80 you know, like it is the little baby steps that make a difference. Over time, we don't gonna find a magic wand that is going to transform our AGS overnight. But what we will find is that as we work on optimizing and add a little bit every day in every week, they'll reducing cost and be targeted more effectively. So if we work on this a little bit every single day, we'll get there. So I don't want you to focus on the guy next to you at the gym. I want you to focus on beating your best. But just like at the gym, it can be helpful to understand where to start. So when you first go to a gym when we need a personal trainer and they say you really should be aiming through 30 minutes of exercise a day, you can say, OK, I'll work on that. But for now, I'm gonna gonna do 15 minutes. Well, maybe you're a bodybuilder and you're gonna be working on four hours a day. So a benchmark is really useful when you first get started at the G M or with Facebook ads . But what matters in the end is your personal goals and improving those every time you announce so and saying that he are some benchmarks to keep in mind in terms of when you were on the edge the first time. Now yours may be more or less than this and throw me through running errands and testing that you learn. But here's some things to keep in mind if you're looking at a cost per click and for less than adult 20 is a good starting point. If you're running, CPM adds. Having an $8 CPM. He's fairly standard for a click through right. You want to aim to have a 1% or higher click through rate to determine if your audience is actually engaged with your ad in terms of her frequency camp. So this is when you're talking about running your ads too often that creeps out your audience, so keeping it list in four times. Is it a good ang? But in the end, seeing if people are complaining about your ad is a pretty good way to determine this as well. So relevant school about 10 is the highest relevant squeaking again. No, a little people actually get a 10 but it's good to keep in mind, you know, from 1 to 10 which is the one you want to go for in terms of results. I obviously can't tell you what results are good or bad based on your business goals, but I can tell you that you want to make sure that you have a fair amount of Donald so that when you're actually drawing your conclusions, you're looking at a large enough number. So if your ad has been shown to 10 people and you got eight of them. Click on it. It might look like you've got an amazing click through rate, but you're actually just You flipped it and you got such a small our data you can't tell that's accurate, you know? So when you're running and you should be looking for a large amount of data, so whether it's being seen by 1000 people got 100 results. Well, you are ads running for 24 to 48 hours. In the end, you need to be having a large number of data in order to be able to draw your conclusions off whether your ad is working on. Not so I've mentioned that it's important to understand your own benchmarks so you might find that there are different benchmarks for different industries. So you could just google something like Facebook ads, industry benchmarks for the legal industry and cost booklet. So feel free to have a look at your industry because you might find that they figures are quite different. So, for example, if you're an accountant, you might find that it's really quite hard to get people to engage compared to if you are selling the latest blockbuster movie benchmarks can vary wildly from industry to industry, So feel free to do your own research to get to my DS on how that could be different for your industry. There were loads of articles and tips and advice online, and I encourage you to read and loan from as many sources as you can as much as you can, but in the end, you're trying to beat your personal best. So next up, we're gonna jump back into ads manager in Facebook into a screen share on how you can build your reporting. 17. Walkthrough Building your reporting: in this lesson, we're gonna do a walk through on how you can build your reporting. It is very true that we live in an age or excess information. We did not have a problem finding information, but we have a problem. No language information to ignore. So when we jump into Facebook ads, there is so much data that it's a little bit overwhelming. So what I encourage you to do is to set up a report in Facebook that just looked at the metrics that you need to determine success of your ads. And you saved that report. So it means that when you jump into Facebook ads manager and you're looking at your aunt's , you don't need to look at 1000 different sets of metrics, which on relevant few ad It's just the stuff that you need to look at, and that is what I'm gonna show you how to do right now. This is how I set up my reporting. I put my key information right at the front, so I know exactly what I'm looking for. So the first thing I put is my result, right or my click through rate and of course, I was looking for something like a 1% or higher result. Right next up, we're putting my cost per result on my cost per click. And I was looking for a dollar 20 old lists with my cost per click. If I'm running an ad where I'm doing C p and buying, I might put my CP and buying here. And I'll be looking at seeing how much my CPM is, whether it's around $8 Ohio. All this. And of course, I put my results. So this is how many people have actually engaged with my ad. So looking at things like percentages is useful. But when I first start my ad run, I need to make sure that I got a a fair number of people of it. It's seen my add on gays with my ad. So I can say, Is that enough Donna to actually make the call as to whether this ad is working? The next little been for I keep handy is my and spend how much money I'm spending in my start inundates. The next bit of Donald is my frequency and relevant schools. So this isn't daughter that I look at every single day, but it is useful to keep handy to check in on a regular basis. So if my frequency aiming for four or five or less is really useful and irrelevancy school office close to 10 as possible and the final set of data to keep Andy is reached and impressions, so you'll remember that reach is the number of individual people who have seen your ad and impressions is the number of times the ad was served. So your ad might have reached 1000 people, but you might see 4000 impressions, which means the ad has been seen four times by your audience. So this is what I like to keep handy so that when I'm making a call about whether I add is working or not, I can very quickly see the diner that I need Now, of course, if you're running an ad where objective is reach or impressions, maybe you want to put that down a close to the front rather than the back. But it does depend on what you're trying to do. What I'm gonna do now is I'm gonna jump into Facebook ads manager, and I'm gonna build this report and I'm gonna say it. So what that means is that I can see my reporting really quickly and easily because it saved. I can also email that to myself. But it also means that when I'm doing my optimization and looking at my ads every single day, I can pull up this template and use this as a reference point to see which of my adds a much successful. So let's jump in the first thing we need to do to build a report used to head to the reporting section. To do that, we head to the top hamburger menu and head to the reporting section under Measure and report right in the center here. If we hit ads reporting, it'll take us to the section where we can build and save reports. As you can see, there are no savior bulls. So to build our 1st 1 let's hit the top right hand corner and hit the big blue create report button. You will see the screen. That load is one that's nearly identical to our ads manager, and that's because we'll be using the same sets of data to look at our reports. So the first thing we need to do is find the daughter that we want to look at, so we need to find out campaign. So as a default, Facebook hides any campaigns that haven't had any impressions yet. But in our case, that exact campaign we want to find because our ad has only just launched. So we remove these filters about having no impressions. We can see that our ad set is right here so we can look at our reporting based on campaign level and certainly a lot of level because we're looking at multiple audiences. What we want to do is look at the ad said level because we want to look at our data on the ad set level. We need to tell the reporting section that we just want to look at this campaign. So we hit the little check box to highlight that campaign, and it'll say, Hey, do you want to filter this daughter just by the one campaign that selected nobody hit, apply. So it just looks at that campaign. So we're filtered out all your data, and we're just looking at this campaign. So when we want to look at our had set level. We just switched the filter to accept. And when we want to look at the ad level, we just switch it to the ad level and we can see our ads. He is well, so I'm gonna head back to the ad set level because that's my favorite. So now you're in the ads reporting section, you know how to get here and how to find the ad that you were reporting as a default Facebook suggests, and data that the things we might want to look at so in terms off our and performance, So we're gonna results. I reach our impressions. But we can actually look at our daughter from different perspectives. If we look at our columns, drop down, you can see it's set to performance. But if we look at delivery, for example, it showed his things like our reach out frequency, How CPN our impressions. So if we change this total that can see looking at engagement, it shows things like how many people are talking about us. How many post comments do we have? How many post shares that we have? So instead of switching from each of these column views to find the data I need. What I like to do is just build my own report. So it means that I can quickly see the dire that I need that home to switch back and forth . If you'd like to build your own sad columns, it's pretty simple. Just head to the columns, drop down and select customized columns. What this will now pull up is every single column option that Facebook can give us. Now, I told you that Facebook gives us more done, and then we know what to do with. Sometimes the way this works is you hit the check box next to the doll you want and it appears in the right hand side. And you can rearrange these however you like, and this will become your daughter Layup. So each of these will become the columns that you're looking at. A lot of the things we're looking forward already here in the performance section. So it's just about rearranging the data. But if we're looking for something, the easiest way is just a search for so we want to add our click through rate. That's how we do it. So now I'm gonna rearrange the columns to lay it out in a way so that I've got the important information I need at the top. Well, fast forward this bit and pause and many hill music. Okay, so So what we can see he is that I've got are ad set name, whether and his owner off delivery, click through rate cost per result. The actual real results in terms of how many actual people have engaged with the ad, the amount spent, the frequency, the relevant school, the reach and impressions was a good cost per 1000 people reach that the CPM cost. And I've also got the result rate. So this is just in case you're you've optimized your ads for something like engagement, and you like to see the result right instead of the click through rate. So I'm gonna head to the bottom left corner and hit this sneaky little save as a preset, and I'm gonna name it. So I'm gonna call it The Amazing Report. Because that's just what I'm gonna get his amazing Donald and I'm gonna hit apply Now. What we can see is that the columns that we selected have now been laid out. He in the order that we need. So when we want to really quickly see how answer doing what we need them to do. It's all laid out here. Now What we can see here is when we head to our columns, drop down. If we scroll down, we can see now that amazing report in terms of his columns has been saved. So because I've saved these as a columns layout, it means that we can access this report from ABS manager and uses exactly out when we are optimizing. So, while I'm here, I'm gonna set. This is default. So that now, when I first come here, this is what I see first. So now I got this layup set up. I'm going to save this as a report. So I'm gonna hit, save changes. I'm gonna cool it made with boarding. And let's say that I also want to schedule this as an email. So I'm gonna I considered it a daily, weekly or monthly report, so I might want to say, you know what, Every Wednesday I want to see what's going on with this report. It will automatically pull in the email address that related to my account and I just hit save. So when we head back to our main reporting menu, what we could now sees that we've got a report saved e mails on a Wednesday and what we can edit it all changes as we like reporting is useful because not only can you use it as an opportunity to set up your column view so that you have that ready to go for when you want to optimize your ends. But it's useful because you could email the report yourself and use this as a tool to look over your campaigns at the end or your campaign period. So I want to jump back into ad manager and show you how colon view has been saved here as well. So when we head to our add set name when we had to, our columns drop down, which exists here as well. You can see here that amazing report has been saved. He is well, and it's now default, so it's default across the entire system. So this means when I add, start getting some results will be able to really easily see which ones are working and which ones are next up is add optimization. So this is probably a buzzword. You heard a few times. I'm gonna optimize my abs, but what does it even mean? So, next up, we're going to talk about what is add optimization And how do we optimize out? And so that we've got the most effective ads to reach out business goals, so that's up next. 18. What is ad optimization?: we have finally up to add optimization ended one of the more of those see parts of running Facebook ads, which we hear a lot about but no little people actually spell out. Watered actually means toe optimize ads. So in this election, we're gonna run through what it means to optimize your abs over time. Where we in new to Facebook ads. Many of us think it's simply a case of creating our ad creative or a copy targeting our audience and then pulling a big red lever deterred on our ads or turn them off when they're done. But the reality is that running Facebook I, it's a little bit more like maintaining a bonzai, where requires careful daily maintenance in order to make sure it's doing its best. So I'd like you to think about your Facebook as a little bit less like a big on off switch in a little bit more like a bonsai. So these are little creatures that we're putting out into the world. And when he didn't make sure they're running successfully, so what is at optimization? I would define ad optimization as adjusting your ad budget based on your ad performance now , In some cases, it could be looking at the one idea run and you're looking to see that meets your objectives in terms of its click through rate. It's cost per click, maybe the audience of reach. So whatever your goals are, you're making sure your ad meets that criteria. And it's not just a case off toting at all on what you run, because that ad might change over time, you might find that your audience is seen your ad too many times, so they're not really engaging with it anymore. Or suddenly it might be a public holiday. And all the ad spend has been borne out by competitors and your ads really expensive, so they could be a little other factors that come into play with Run your ad. And it's not just a case of Oh, no. These ads are fluid living, breathing little entities that the change over time so we need to check in every day to make sure they're doing what we need them to do at optimization doesn't just need to be by looking at a single ad and looking at whether it's meeting your criteria. You could also look at multiple ads. So whether you're looking at multiple, add creative or multiple add sets the targeting different audiences. What you can do is run multiple ads at the same time, and you can see which one's the most effective. You might want to reduce the ad, spend on the least effective ads or increasing ad spend when the wants to the most effective. So add optimization is about looking at how your ads going over time and adjusting that budget. Based on that, Facebook learns about who engages with your head and serves that add more people who are likely to complete the action over time. So let's say that you've got a blawg about the amazing jacket that dogs wear in winter, and you would like to send traffic to that side. So as your ads as you launch your ads, Facebook will learn about who is engaging with those ads, and it'll serve that two more people over time who completing that action. So if you want traffic, it'll learn for who's clicking and serve it to more people who are clicking. That's the same with any objective you sit, which is why it's so important that we set our objective from the answer. So it's important to not make any changes to your ad other than small budget changes when you're running your ads. And this is why it's so important to have a campaign plan from the outset. So you know who you're targeting or what you're different example of the ad. Copy also that if things aren't working, it's easier to change on the fly and reassign that budget. So when we first started out without ads and we first launched the mummy, see them running, it's so exciting seeing them out in the world, it could be really tempting to see the results in the 1st 24 hours and think Great. This sounds running really well. I'm gonna put more money behind it. But the reality used that the edges still learning for at least the 1st 24 hours. And you need to let that ad be seen by enough people, and I have enough people engage with that ad in order to see whether your conversion rights on your cost per click is accurate. And in fact, the longer you leave your ads, the longer Facebook has to learn. So while I'm saying 24 hours here. In some cases, you might wanna leave it a few days or a week. And Facebook actually says that in order of their ads to completely optimize it can take up to three weeks. So planning longer term campaigns can be more effective for that reason. But for many of us were running a campaign for a week or two weeks, and we don't have the luxury of letting I ads run for weeks and weeks and weeks in order to let it be optimized. So we need to do the best that we can and make sure that we have left their ad for long enough to get enough data and from there, and make it cool about where the ad is working on. No. So what does it even mean when we're optimizing the ants? What are we even doing? So if the and is performing poorly, we might reduce our budget or turn the and off the ad is performing well. We might increase the budget. And if the end is performing really well, what we'll do is we'll investigate and see why so form really well and then duplicated so we're not gonna change. I was feasting, and we're going to be duplicated. So what do we mean by performing polio Performing well, So you remember from our reporting lecture that we talked about benchmarks. So this is an idea of wayto aim. If you could not run ads before these are some metrics to keep in mind so that when you're running your ad, you got an idea of what to look for, What kind of numbers might be appropriate. And these benchmarks do depend on your visitors, but they're good to keep in mind in terms of what to expect. You might have a quick for right on your ad off 0.8% and it's not quite 1% that. But that's still pretty good for your business. If you're cooked through right 0.3 present a 0.2% you can say, Okay, nobody is interested in, he said. That is a clear sign that this is no working. These benchmarks are not set in stone, and it does depend on your business. But it does give you a reference point to keep in mind for when you were looking at your ads so back to optimization what we're looking for. So what are we talking about it the Adis performing poorly, You reduce your budget or you turn it off in the next section will do a demo. What that means if it performing well, will increase the budget. And again, we're gonna do a demo of how we increase the budget. And if it's performing really well, we investigate and we duplicate and we will course do a demo of this is well, but I want to talk about what investigation means. We're talking about investigating to see if it's working. So in Facebook reporting and in the Ads Manager section, where your ads running live, there's an option called the breakdown filter. And what this means is that you can break down your ads based on different components, and you can see how much before men so you can look at things like age, gender device, which means whether it's a desktop or mobile device or whether it's an android on Apple device. You could look up placement, whether it's something like on the Facebook news feed on Instagram or the audience network and, of course, the location. So whether you got a particular city or country that's performing better than the others. So what we do is we look at our breakdown filter and we look at each of these elements may say, Are any of these aspects performing really well for this ad? If it is, we jue placate that AB set, keeping in mind that particular criteria. So what we mean by this? So let's say that we're running an ad and we can see that it's going above 1%. Click through right and below Adult local spoke click, so it could be quite happy with that. But what happens when you break it down? We might see that these and has a 1.2% click through rate for females and 1.11 for males, and the cost per click is 72 cents of females but 63 cents for males. So what we might say is, I'm looking for the most cost effective solution for this so I can see that males are engaged with his ad and much cheaper cost and females, So I'm going to duplicate the sad and just target males. So obviously, both of these ads have a satisfactory click through rate. They're they're both above 1% Which means that it could be a case of here of saying Okay, so what is my objective? Is it more important to me that I have got a higher click through rate and I'm driving more traffic? Or is it more important that I'm acquiring my audience for cheap because that does depend on your goal with you, whether it's more important to get more people in the door or to manage your ads cost effectively. Obviously, in most cases, we kind of want both. But the reality used that. It's not always so clear cut money to make a coal based on what our primary objective is. So next up, we're gonna check in on the ads that we launched earlier this week. I'm gonna optimize them so you can see how I do it. 19. Optimisation: welcome to our walk through on optimization. Now, we're going to be doing a little bit of time travel in this lecture, and I'm gonna be going through the entire campaign day by day and talk through what needs to be done for optimization. Now, I confess this ad campaign is actually completely run. But I'm going to go through every single day and talk through what I did in each step of the way so I can get an idea of what you need to do when you're optimizing. We launched two identical ads in terms of creative, but we targeted two slightly different audiences. They do both target people aged 25 to 45 in Australia but targeting mobile devices targeting the Facebook news feed and the instagram feed. But with the two separate ads targeting ones targeting females and one is targeting males. We put $50 on each ad and we're running the ads from April 28 through 2 May 11th. I have set up outfielders just to look at Day one. Now you remember that our aim was a 1% click through right or above and a adala cost per click or lower, so you can see from a click through rate that both of these are the 0.57% click through right. So it's it's nearly half a percentage lower than what we want and are cost per result is, or nearly $3 above what would like. But remember that this is just day one. So these ads haven't even been seen by 1000 people yet, as we can see from our reach. So it's really hard to make a call this early on whether these ads are working or not. Our objective for day one is just really checking all these ads on and running. Obviously, our delivery He there off because his campaign has completed. But usually that would say, active and learning. So for now, I've turned on these ads and I'm gonna leave them. I'm gonna come back in 24 hours and see how they are performing. It's not day two of our campaign, and we can still see that this ad hasn't really been seen by that. Many people, however, went up to 500 people having seen the ad. So we're getting a bit more data to loan from our audience We've only got four Link clicks , though, so we still haven't gone all that many results yet to learn from out. Early indications show that the male audience has a higher click through rate than females . However, we are still talking about just a handful of people, and with such small numbers, someone could've easily slipped and pressed that button instead of actually intending to click on the add. So while the numbers are still below 1000 in reach, I think it's I think it's a bit too early to make any bold calls on Happy's added performing well. It's good to check in and see how they going. So by Day five we could see that females have a 0.84% click through rate for his mouth's have a 0.45% click through rate. So over time, as have got more Donald, we can see that more females are engaging with these ads, so it is definitely too soon returning any ads off. But we can play a little bit with the budget and remember that if we play within a 20% budget, we're not messing up the algorithm too much. So what we can do is increase the budget on the female ad, but decrease the budget on male ad so that one was spending our money. We're doing it a little bit more wisely. The way that we edit our budget is that on the ad set level, we click on it it on the ad that we wanted it and that will pop out the information around the ad and we head down to the budget and you could just update the budget and then hit publish in the bottom corner. So because we're doing a little bit of time travel, I can tell you that I increase the budget on the female ad by 20% pushing it up to $55 I decreased the budget on the male ad, so it was down to $45. Part of why we haven't switched in the ads off yet is because thes ads still haven't been deserved by enough people to ensure that this data is statistically significant. One of the other really helpful reasons to keep these ads on is that we're still learning about our audience. While our male audience might not have a lot of click throughs, the ones that we do have. We're still learning about things like what age they are, what device they're on. And if we're doing things like creating a custom audience based on the click throughs, it's still collecting data for those custom audiences, so leaving the ad zone can still have other purposes and other benefits. Even if the specific ad isn't doing amazingly, we can still use those learnings for other things down the track as well. So in a little time machine, we've now arrived at Day seven and we are halfway through our campaign. So from this point, we've got nearly 1000 people reach from each ad, so it's a pretty good data set. I'll be happier when it's up to 1000 and we can see here that how click through rates are pretty close to 1%. And again, the female audience is more engaged at this time. So because I've got some pretty good numbers here and we're and we're half one of the campaign, what we can now do is have a look at what we've learned from our data and start optimizing , actually for real. So for the moment, we have just really been watching and, you know, pulling the budget up and down based on which adds a performing best. But what we can do now is dig deeper into these ads and duplicate the ad through the performing best. You'll remember when we talked about reporting, we talked about our favorite little breakdown filter here. So what we're gonna do is go through each of these elements and have a look and see if there's any key differences for these ads and which ones are performing most effectively. If I filter these ads based on platform what we can see, he is. It split out these individual ads until does how these ads performed on each platform. So, for example, when we have a look at the mail, add weaken. See overall that the click through rate is 0.95 and the cost per result is $2.82. But when we split it out by platform, we can see that these results are actually quite different. This is actually an aggregate off these two results so we can see that Facebook has a click through rate of 1.21% whereas INSTAGRAM has 0.51%. So in terms of a click through rate, instagram is much less effective for this audience. When we have a look at the cost, we're going to see that instagram is nearly double the price. So if we would have picked one of these platforms to serve an add on, it would just be Facebook, because we can see that it's much high and click through right and well above our goal of 1% and that the cost per result is also half the price. So one he had a little tricks that I want to show you is you could also use this sneaky little expanding button here and you could aggregate all your results. So this is only pulling together to add sets. But you could imagine if you have 100 upsets. This little tool is really useful to give you aggregate data so we can see here that again , Facebook is performing best when we look at it in terms off both ab sets. So what can we do with this information? We already know that females have a Hyatt click through rate and a lower cost 10 males, but then we dive a little bit deeper. We can also see that Facebook has a cheaper cost per click. So if we would create another ad that is targeting females in Australia 25 45. But just on Facebook would be seeing a much better result than much cheaper result, then just our General Instagram and Facebook group. So that's exactly what we did. Oakley. This breakdown you'll remember from earlier to create new ads that we hit our duplicate button. So I'm not going to show you again. But because we're traveling through time, this is something I've already done. So, like any good chef showing what I prepared earlier, I'm gonna remove my filter and show you that I created a new ad that's females targeting social media in Australia Train route 45. But the news feed only. So just the Facebook newsfeed and not instagram. And again, this is where our labelling comes in handy because you can see that these two are showing their instagram and this one isn't so. It is really important to label your ads. Of course, this is the first day that this ad has run, so we don't have any results yet. But let's chicken in a couple of days and see how these ads are performing. It is now Day 10 and we're getting close to the end. About two week campaign. A few days ago, we launched this additional add just targeting the news feed only This new ad hasn't quite yet been seen by 500 people yet. So these other rides have been seen by over 1000. So we haven't quite. We're not quite comparing them on equal footing just yet. However, what we can see from this point is that we're gonna 1.29% click through rate so again early days with this data. But you can see that this time is already more effective in terms of it to click through rate. It is still more expensive in terms of its cost per result. But as this ad optimizes over time, we may see this cost go down a little bit. It's now Day 14 mnla key and final results. So what can we see from our results? The new ad that we made still hasn't quite cracked 1000 people yet, Soltan had a couple of days off it run, but they could through right ease, 1.26% and the cost per result has come down over the last couple of days. So if our objective is just looking at our click through right, based on this data, we can see that targeting this audience has given us a boost in terms off higher click throughs. So that's really the basics off optimizing your ads. You run multiple ads. You add more budget on the ads that are performing well. You reduce the budget on the ads that aren't pulling well, and over time you actually turn off those ads if they're performing quite badly and the need duplicate ads on the ones that are performing well. But based on the best criteria, If I were to continue running this campaign perhaps a little bit longer, maybe over 30 days or if I had a bigger budget and my ads had been seen by more people, I could keep on refining. Thes adds to lower the cost even further. So, for example, if I hate my breakdown filter and let's have a look at age when we have a look at ages, we can see that some of these groups have high click through rate and and low cost per results. Now, I would say that this is probably too little adopted to make this call. However, we can see that in both our cases of 25 to 54 year old female audience, we can see that there's a above 1% click through right, and our cost per click is all the way down to a dull A 69. So much lower than out to Nola or $3 cost per click that we started out with. So if I would have pulled this out even further and target just those specific groups, I would see this costs go down even further. So I'll be making sure I'm looking at the audience that our highest engaged with the lowest cost. Of course, I would want to be making sure that I've got enough data to make this call. This one's only been seen by 63 people, so a little bit too early to make that call. But every time you run ads, you learn more about your audience, your business after running answer and while you might know off the top of your head that your key audiences just females or just males or justice, certain age group, Buddhist, a certain country. So actually get to know your key audiences. You'll learn this over time. The other thing to keep in mind is that Facebook ads also optimized over time through it's a serving these ads to people who are likely to engage with these ads. Sometimes you're better off toe. Run a longer campaign for a month or two months so you can see those costs per click really drop as the Facebook ai optimizes and served your adds just the people who are really clicking and engaging with your ads. So that's a really straight forward and simple example of how we optimize ads. Test A couple of ads increased the budget on the ones that are working decreased budgets and the ones that aren't the ones that really aren't switched them off and for the ones that are investigate, see why they're working. Pull out those elements into a new ad set and keep those ants running. Don't forget to keep your original ads running until your new ads have gotten to a point where they're performing better than your original abs. Which point you can either scale those ads down in terms of reducing their budget or you can switch them off, so that's it in terms of optimization. 20. Bonus Lecture: ROI: it is now time for another bonus. Like show. This lecture is looking at budgeting for sales or conversions for your website, so I know that not everyone is running an online business, an online shop. But I did want to include this information because it's important to keep in mind when your objective is sales or conversions. We're gonna talk about shopping carts and website conversions, so website conversions don't just need to be someone buying apart from your site. It could be someone signing up to a newsletter, or it could be someone feeling in your contact form. So what we're talking about in terms of conversions is looking at how many people come from Facebook to your website and then do another thing on your website. So there's an extra filter there that we need to keep in mind when looking at things like determining a return on investment or whether I ads did the thing that we need them to do. The thing is that someone visiting your site isn't the same as someone actually buying from your site. It can be easy to think great. I've sent 1000 people to my website. So now I'm going to get 1000 sales. But the reality is that online business just doesn't work that way. It is different to real world businesses, and it's important to understand how website conversions work. So that woman running out Facebook ads we can determine if they've been successful. So let's do a little hypothetical example and look at our return on ad spend. So let's say we've got an ad budget off $200. We want to see whether it's telling these the $100 dresses is actually going to be profitable for us at all. So imagine your favorite Cinderella inspired dress. Maybe it's the one from Beauty and the Beast. Whatever Disney Fair to see You wanna roll in there, look at your have a have a channel, the $100 dress that we're selling and let's have a look and see whether out $200 will break even before we jump into return on ad spend. I just want to remind you about how ads been work, so without cost per click, add So we've got a $1 cost per click. One click is $1 so if we're spending $200 it's 200 clicks, so that's using cost per click as a metric. Okay, so let's jump into it. So I've got are ad spend two left. We've got $200. That's 200 clicks or 200 visits to our website. If we've got a $1 cost per click, So So we've got 200 visitors and they come to our website. Now The thing is, not everyone who comes to our website buys and in fact, an industry benchmark for online sales is about 3%. So if 3% of people who visit your website by you've got six purchases, so without $100 dress means you've made $600. And of course you know, taking out an ad spend that's $400 in profit. So in this case, we do have a pretty solar return on ad spent. But what if our dresses air only $20? It may be. This is more like the beginning part of beauty in the beast, where she's not in the amazing dress just in her regular, her regular small town dress. Maybe this is the $20 dress we're talking about here, so we've still got out $200 we got out 200 visitors and it's a dollar cost per click. We've got 3% of people coming to our website who were buying, so we have six purchases, and for $20 it means you've only made $120 which means you've spent more on your ads than you've earned. So that's really not an amazing situation to be in. So let's look at some alternative scenarios so that we can break even. One of things we can do is we can lower the cost per click. So let's say in this example now I've got a 50 cent cost per click but say that we've done our ad optimization are ads. It's so targeted and our audiences are so engaged. We got a 50 cent cost per click so out $200 now means that we've got 400 visitors. So I've got double the visitors by having a lower cost per click. Okay, so it's a website. Conversion rates the same still 3% of people who are visiting, which means we now have 12 purchases, and so now you've made $240. So at least you've broken even with your ad spend, and you've made $40. So, um, well, that's not quite the rolling in $400 profit. It does mean that you break even. So it's really important to understand how you visit his travel from Facebook through to your website to the sale and understanding how Maney Barry's I need to face in order to actually purchase your product. The big difference in the example that we've seen is there. A cost per click is different, so our wonderful cost per click leads to 200 visitors, and our 50 cent cost per click leads to 400 visitors. Even though I ad spend is the same, reducing the cost per click isn't the only way that you can break even with your sales. Let's look back at our original example where we've got a $1 cost per click. So I've got a $200 budget, so we've got 200 visitors. So let's say we've been working on a website and now 5% of people who visit by which means you got 10 purchases, so now you've broken even with a 20 Della Driss. So even if you work really hard and you can reduce your cost per click, you can work on other aspects of the funnel, such as your website. So increasing the site conversion is a whole separate kettle of fish, and I'm sure you can find plenty resources online or punny by the courses that can teach you about what things to keep in mind. Toe optimize your website conversions. One of the other things it's worth highlighting with online sales is that sometimes it's kind of a case of apples to oranges. Some businesses. A dollar cost per click is adequate so that they can break even for their sales. But for but for some companies, they might be selling at very high end products. Maybe there are consultant or they're a lawyer, and they're gonna be earning $10,000 or a $1,000,000 from their clients, so they might need to spend a lot more to get that right client. They might be spending $100 as a cost per click, so they waiting out the people who are who are irrelevant and they're just finding their right client, and they're willing to pay more for that right client because their return is so high. So while I'm talking about a dollar cost per click as an example, keep in mind that your business is unique to your business and that you need to think about the costs that you're willing to pay to acquire your customer so that you can break even or get a profit for your business. So the next thing I want to touch on his CBM ETS and you'll remember that CPM ads is a buying type. Looking at how many times are ad was seen. We might think that with online sales and makes the most sense to use a cost per click, sometimes it can actually be cheaper to run CPM ads. And of course, Facebook is changing, and in some cases they won't even let you run cost per click ads. You need to run CPM ads. So understanding how CPM adds impact. Our online sales is really important. So you remember that if we were an $8 CPM ad will be seen 1000 times, so we put $200. We've got 25,000 impressions, so it's all well and good that we can see how many times out and was seen, but that doesn't help us understand how traffic numbers. So to understand how many people are actually coming to our side, we need to look at our ad click through rate and for example, this might be 11% or 1.5%. You will remember that click through rate is how many people click on the add based on how many people saw the ad. So basically, where does adding an extra component to work out traffic? So if we know that $200 is 25,000 impressions and we know that I add click through rate is 1.5% that means that we're looking at 375 visitors because it's 1.5% off 25,000. So let's jump back into our example over $20 dress that with selling. So we're gonna add budget of $200 it results in 375 visitors. That does tell make a few more visitors than before. Before, we only had 200 visitors without cost per click, so we're getting two. So in this case because you got a 1.5% click through right. What got a few more visitors? So back to about 3% conversions on our side. But but 11 purchases, which means have made $220. So again, you broken even, and it got $20 spare cash in your back pocket. So the thing to keep in mind with CPM ad easier added click through rate. So you're paying a standard rate for the amount of people who see your ad. But you've got a high click through rate means you got more people coming into your store, which means your result in more sales. So if you are the tips, make sure you use you tim tags to track, which adds on leading to sales or you 10 parameters. If you saw the previous bonus lecture, I did a little walk through on how to set those up. The other thing to keep in mind is using the Facebook pixel too much easier herself to someone who's already bought from you, Then to sell to a total stranger. So in so installing or Facebook pixels means you can serve ads to people who have already bought from you. Or you can serve ads to people who have put an item in their shopping cart, and they haven't perched it yet. That's called dynamic ads. And that's something else that you can look into. Is that something you're interested in is, well, the other super exciting part off the Facebook pixel? Is that just like optimizing your ads for traffic? Facebook can optimize your ads for people who are likely to buy from you. Facebook does having minimum for that, so you need to have I believe it's up to 50 sales within seven days in order for it to activate. However, if you do have an online store that does have ah ah, high number of sales of using the Facebook pixel on optimizing your ads for conversions is a really smart way to do that. Otherwise, using your you TM tags and manually tracking, which adds and most effective, is another way to do that. So I've got a brand new Google document just for you. If you haven't online store and you wanna have a play with your conversion figures, so if you're doing CPM ads, I've got a little calculate awaken. Put in your CPM costs, your budget, your ad conversion rate, your site conversion rate and your average khat sales. It can do a little bit of magical maths for you and give you an idea on your turn and spend and your potential profit. So check out that conversion calculator so you can have a little bit of an idea of what you should be looking for in terms of things like your site conversion rates are your ad conversion rates. So you've got some really clear targets for when you're running your ads, just like accessing out first shared Google document hit to the Billy. You are l B i t the l y slash c underscore count when he entered that will redirect to the Google template. Now, once again, you need to copy this one to your own computer, either by downloading it or copping it to your Google drive so that you can edit it. So this version you can't edit but copy it to your own computer. So this calculator is designed to help you step through the process of finding where you can optimize your ads in order to get a A solid return on your and spend. The green squares are the ones that you can edit and the yellow ones automated for you. Let's let's think about how you might workshop your potential ad budget or where you can optimize your side with this. Let's say that you're starting off with a media budget of $100 you got a CPM off $8. So you're CPM. You remember is paying for 1000 impressions. So $8 gives you 1000 impressions. So you're spending $100. You've got 12,500 impressions. So what, this tells you how many times your ad will be seen, But what we need to work out is how many people will actually visit outside. So what would you look at? These are add conversion rate. How many people are actually clicking on our Facebook and let's say that we've got a 1% at conversion rate, so your your ads running pretty well and you're you're happy with it. Based on 1% off 12,500 means that you've got 125 people who are visiting your site. If from there we say okay, 5% of people who actually visit my site, actually by something and to work at your site conversion rate. You look at how many people visited your site over a certain time period, for example, a month. Then you see how many people completed your action. So, for example, how many sales If you had 100 people, visit your site and you had five sales? That's a 5% conversion, right? So from there, 5% of 125 site visitors Ys 6.25 sales. So whether that's a small child is the 0.25 I'm not sure, but either way, that's what it comes down to. You can also include your average CART sales. You might have a step cost of item, or maybe can look at it how much money people spend across an average time here. But either way, that gives you an idea of what you could expect in terms off. How many people are buying from you? So if you've got six people who visit or 6.25 people who visit your son and you got average conserve $20 and maybe this is your $20 dress that we were talking about earlier. So it means that you've got $125 in sales because it's $20 times thes 6.25 people who have visited your site. What we can see he is that you've spent $100 in your ads and your total sales is $125 which means your profit is $25 because you've spent 100 on ads when we will get a return on ad spend. That's a 25% return on ad spend. Let's say that you've got an expensive CPM what happens? Okay, so you can see here that if you've got a $10 CPM, you're not making any profit at all. What happened that your ad is really effective. We've got a 2% conversion rate, But even if you're gonna high CPM, if your ad conversion rate is high, you're still making $100 profit, which is pretty great. So have a play with his tool. Do your best to put in real data so you can get an idea of what kind of rights you might expect. So the very first time you run ads, you may not see the results you want, but that's where optimization comes in overtime. Look at who is engaging with your ad, which are ad copy of their engaging with and serving mawr. The things that people are engaging with enlisted things they aren't. I'll let you check out that calculator and have play, so you gonna have a 90 year off what kind of conversion rates and budgets you might want to be thinking about so that you can make sure that you have got a profitable online business . 21. Bonus Lecture: More Tips: it is now time for the bonus lecture. Looking at advanced tips Now these are a few little tips and tricks that I found along the way that handy to know, but they're not essential when you're first getting started. So if it's some people, this stuff might not be all that relevant, but they good to keep in mind, because it might be that after you've launched, if you had, you might want to try out. A few of these techniques in this lecture will be looking at how you can include a campaign spending limits so that you don't go over your campaign budget. We'll be looking at how to include the same ad source so you can aggregate your comments. We'll be looking at creating rules and also using UT and parameters so you can track your traffic across your side. Okay, so let's jump into it. So the first thing I want to cover his campaign spending now, when you first launch your campaign, you can actually set your campaign spending limit. But if you haven't had a chance to do that, you can also do that from within. Adds manager. A campaign spending limit is really useful because if you're running ah, whole heap events and you're not quite sure exactly how much money you've got floating around there, a campaign spending limit is great to destroy, line on the stand and say, You know what? Even if I got all this stuff going on with all my assets and I'm not go out sure what's going on down to the little you can set a campaign spending limits so it just doesn't spend over a certain amount. It's not really useful if you're just getting started and he'd like to make sure that you don't overspend and this is how we do it. So we're here in ads manager, And let's say that maybe we forgot to add a campaign to spend limit when we first set up our ads. I would like to set it up or change it now, but when you do is select the campaign that would like to get it and using the total to the side. What we can do is head to the edit section and we can update or remove element. We can make that limit whatever amount that we want. I can't and we can confirm and close. So now that's been updated? No. So this is a little trick that I didn't learn for a little while. But now that I know it, it is an absolute lifesaver. You will remember that when we created on multiple ads, we duplicated each and set, so it meant that each ad we had had was a copy. So we had six different ads running down the page, and that's not really big deal in terms of the way that adds a running. But if we want to moderate the comments on those ads willing to look at six different ads, which is super time consuming If you've got a customer who's asking that question and the only check one or two of the ads, you might miss out on the comments on a different ad. So what we can do is we can create one ad and then use that as the source for all the other ads. So it means that all the comments come through the one ad that is super useful because, as I said, when you're checking out your comments, you just have the one ad that you're looking at. The other benefit is that it increases thes social proof on your ad. So if you've got six different heads and they've got to comments each, it doesn't look very impressive. But if you got one ad, it's got 12 comments from raving fans ready to buy. It looks really enticing for new people who see that, because they can see, although the whole bunch of people that are already excited about this product so aggregating your comments, using one single additives source for the rest of your ads is a really useful tactic because we weren't five separate add sets. We've also got five unique ants, so when we check those out on the ad set level, you can see that these are all individual adds. So if we get a comment on any one of these, we need to manage five separate add sets. In terms of their comments, we can see that this is our very first and because it's happy mountain climbers, the original um, so what we can do is when we pull this out from the sidebar and check out the link. What we're going to see is the link to this individual Facebook post and we want to keep this handy. So this idea at the very end, is the unique I d for this individual post. And this is the information that we want to keep handy so we can copy that information. So now that we know the individual post i d, what we can do is tell these other ads used this add as a source so that any comments that come through all filtered through that one, you are real. So what we can do is actually select all of these individual ads, and we can edit them in bulk. So what, you can see that instead of having this outpost copy that we've got here, what we're gonna do is we're going to say, use an existing post. So what it will do is it will suggest page posts from our Facebook page. And I'll say, Hey, check out these posts is it's what you want. And you're gonna say no Facebook. I know exactly the post that I want and you're gonna enter the Post I d. Which you have copied from the U. R. L from the previous post. So when you submit what it does, is it pulls in that original post Donald, and you can see he that it's pulled in that post that we want. So when we hit confirmed and close, it'll update all of those ads so that they're all pulling in from the one ad source. So now, because this one post is the source for all of the ads, every single comment that comes in irrespective of the audience will appear on this one comment thread. So it's much easier to manage our questions and comments in our community. One little trick that I like to do is I actually like to label my ad name with whether it's the parent or or a copy, just so that if I do duplicate these ads later on, I'm making sure that I'm duplicating one of the copies that's pulling in the source rather than the parent, so that I can make sure that I'm pulling in all the comments into the same threat again. Sitting rules. So setting rules are is a really handy feature for Facebook ads, so you can tell Facebook to monitor your ads for you. You can say even had meets this criteria, turn it off or turn it on or if it does this justice budget or notify me if it does this other thing. So while it doesn't quite replace human checking in on the ends, it's a useful tool to help you manage your ad that you haven't been monitored all the time . Now, I don't know anyone that relies on rules to run their entire campaign. There is always a human involved in the process. It could just be that the people I know I think that they're better than the computer. But rules are a useful tool, but probably not something you want to rely on this stage based on what they can do. So I'm gonna show you a little bit about what admirals conduce. But I'd encourage you to google it, do some research on what rules can do and what you might want to do with your rules because they're useful to keep in the back pocket. The other thing you can do is set up Facebook rules so you can tell Facebook to help you manage these ants. It could be that you are turning an add on or Ralf when it hits a certain criteria, or that you want Facebook to notify you while I recommend that you still check on your ads every single day. This could just be a helpful little tool so that you can manage your adds a bit more effectively. Now, you see, the create rule button is right up in the main menu here. So what you need to do is select whatever ads you want to create your rules for, so I usually during the ad set level. But you can do it on any of these levels. So now adds a selected we hit create rule. There are so many options with these rules that I encourage you to do some research, check out Google and see what kind of rules exist and what you would like to do with them. So I'm just gonna set up one rule just so you can get an idea of how it works. So I'm gonna play this role to my assets. I can turn off the ads or send notifications or just the budget. So for now, I'm gonna send a notification only, and I'm gonna look at when my lifetime spend is greater than $5 per ad. So there are plenty of things you can do here, including things like adjusting the budget or turning off the ads because I'm pretty hands on with my ads. I don't these rules that often, but you might find that they work really well for you, so feel free to give them a go and see if they're working for you. So you want to give it a name and he'd create, and that's it. So if you're using rules, keep in mind that they don't enact automatically. They start overnight, so if you create a rule now, it won't be in effect until midnight. So it's It's not something you can do to monitor your and it's this afternoon. It's something that you set up so that will monitor ads for the rest of its campaign. Let's say that you created a rule and you would like to edit it or delete it. You can't do it from this page, but you need to head up to your main menu and check out automated rules under the create and manage main navigation. So let's hit automated rules, and what we can see here is that my rule is set up here so I mean, may wish to edit that and say, You know what? I want you to notify me when it's grated and $10. I'm gonna update the name so I know exactly what it's doing and I'm going to save the rule . So that's now being updated so it will start overnight and it will check every 30 minutes. So if you want to edit or delete your rules, it's from the rules. Menu Beauty and Parameters, or UDM tags are really useful if you're running an online business. If you're running an ad, you can add a bit of code to the end of your You are realm, so that when someone clicks through from the end to your website, you can then see how they behave on your website and travel around it. So this is particularly useful in the case of online shops, for example, because your Facebook ad can tell you how many people have clicked from your Facebook ad through to your website, but you don't know how many people have actually purchased from your ad. So if you look at your Facebook analytics data around your check out, you can look at your you tm tag and see how many people have come from your Facebook ad. So you team problem is a really useful to get your head around, especially if you're running an online business. So I'm gonna give you an overview on where you put in your beauty and parameters in your ad and we find them in Google analytics. But I would encourage you to do more research on it because it's really important to understand, especially if you're running an online business. You will remember when we first set up our ads, we added something called Girl tagging or Euro premise. So it was a little bit of code that we popped right in the bottom off our ad, and the reason we did that is so that when people visit out website, we could have a look at our Google analytics and see how people have travelled around our side based on where they come from our ads. So this bit of code is designed to speak to Google analytics. So it's saying, Where is someone coming from? So we could make this code say, Facebook. It's saying, how are they getting there so we could say something like Facebook guards. But in our case, because we know that we're targeting people based on a specific criteria, we can add that in. So, for example, it's our look alikes. Content is a happy mountain climbers and out campaign name is that Social Media report. So we can totally make a euro parameters real text if we want. But what I've done is I've said, Hey, Facebook, do the hard work for me automatically pulling my ad set names, my campaign name and my ad description so that when I had to Google Analytics that Dad is already there for me so that I don't need to do this for every single individual. So let's jump over the Google Analytics and see what it looks like. When I opened Google Analytics, I had to my behaviour menu, my all pages, and I'm going to search my page titles for where I've sent my aunts. So I'm gonna pull up a previous example again, like an amazing cooking show. I've got an example already prepared, and I've done some adds to my key dates calendar over the past couple of weeks. So what I can see is I can see a K. I've had 437 page views. But if I want to know how many people have come from the ads that I've created, I'm gonna add a secondary dimension and that is looking at Seoul's and medium. Now, you remember when you look back at our ads, work with these tanks, source and medium. So what we're doing is we're saying Google analytics have a look for the source of medium tags and let us know what they are here. So we can see here a whole variety of outsourcing mediums. So we've got people have come from being We've got people who have come from just Facebook organically. So when we scroll down weaken C two ads which had come from Facebook because acted source and the medium ease my ad set targeting so I can see you run, he that from the example that I ran earlier this month that I've got people who are website lookalikes is my targeting and I also had warm audiences and from my daughter, I can see okay, I had to 16 people visit from my website, Glaxo added, but only one for my warm audience ad so I can see immediately which and was most effective in terms of people who have not just clicked on the and but people who have travelled around my site. If you're running an online business, understanding you tm tagging is really important. So understanding where your traffic is coming from, not just who is visiting your site but who's buying is really essential. So if you were interested in you tm parameters there so useful for your business in order to understand where people are coming from and if they're doing what you want them to do on your site from your ads. 22. The essential takeaways: can you believe we're at the end off the course? I want to say a big congratulations to you for completing the course. And if this has been your first time running Facebook ads, you have successfully designed and launched a Facebook ad for your business. So a great big congratulations to you in this course. We covered so much content, we looked at what Facebook ads are, who Facebook ads can target and best practice for designing ads. We looked at budgeting and costs looking. How much does it cost to actually run your Facebook ads and how online advertising works with cost per click and CPM events? We looked at how Facebook's ad manager is actually set up with campaign level, absent label and add level. And of course, we looked at optimization and reporting so that you could make sure that your ads and meeting the results that you need for your business. And of course, if you have been following along every step of the way, you've been hands on learning how to do a whole bunch of stuff that maybe you haven't done before. Looking at really pinpointing your campaign objectives before starting your ad identifying your audience, designing your ads with your audience in mind, planning your ad budget and your ad campaign. And if you follow through with the walk through it, you actually served your ad. You might have followed alone with building custom audiences and lookalikes and testing multiple audiences. And of course, now you can build your reporting, which can emailed you every week. It a hand, a little report and you know how to optimize your abs and check in on those ads every single day for the life of your campaign. So we've certainly covered a lot in this course. If you've made it this far, you're still not sure about a few details. Feel free to ask any questions in the comments section. I checked back in regularly to make sure that your questions are answered. And, of course, if you enjoyed this course, please leave a review. It helps other students find this course and know that it's a quality course that's worth their time. So that is it from me. Don't forget to check out the final lecture to see how we can stay in touch, but I'd like to thank you for your time taking this course. I hope you now feel confident with launching Facebook ants and making a real difference for your business. I want to wish you the best of luck with your ads in the future, and I'm sure we'll see each other again across the Internet soon by now. 23. Student Deals: if you enjoyed this course, there are plenty of ways that we can keep in touch. You can head to my website. Rachel may need up calm and check out the content I've got there. I've got weekly blog's templates and results is to help you with your digital marketing. I've also get other online cool suits, which you can check out. My website is Well, I've also got a Facebook group being social where we've got a public community who is there to talk social and how we can use social media for our businesses. And don't forget that you can sign up to my newsletter every month. I've recap what I've covered on the block and most news that is, have a little bit of a freebie in there just for you. As a past student, you might wish to take one of my other courses. And, of course, as a treasure past student, you get access to my exclusive student deals. So if he had to Rachel Blaney dot com slash student deals, you can check out the discounts that I've got just four past students. Thanks for taking the course, and I look forward to seeing you online soon.