The Ultimate Facebook Audit | Maximize your Return on Investment: A Guide for Digital Advertisers | Josh Rodin | Skillshare

The Ultimate Facebook Audit | Maximize your Return on Investment: A Guide for Digital Advertisers

Josh Rodin, Digital Marketing Expert JDR-Digital.com

The Ultimate Facebook Audit | Maximize your Return on Investment: A Guide for Digital Advertisers

Josh Rodin, Digital Marketing Expert JDR-Digital.com

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13 Lessons (1h 27m)
    • 1. Intro

      1:49
    • 2. Pyramid of Optimization

      9:03
    • 3. Building Custom & Lookalike Audiences Part 1

      10:09
    • 4. Pro Tip: Audience vs Auction Overlap

      2:13
    • 5. Building Custom & Lookalike Audiences Part 2

      12:05
    • 6. Pro Tip: Choosing the right Optimization Event

      4:05
    • 7. Building a Hypnotic Facebook Ad

      21:10
    • 8. Pro Tip: Avoid Too Many Ad Sets!

      1:06
    • 9. Bidding Strategies

      9:52
    • 10. Pro Tip: How to Determine Daily Budget

      2:37
    • 11. Placements

      7:44
    • 12. Pro Tip: Custom Conversions vs. Standard Events

      3:05
    • 13. You Made it!

      1:40
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About This Class

What you'll learn in my course: 

  • How to maximize your Return on Investment with Facebook Ads.
  • How to revive campaigns that are no longer performing (or maybe never did). 
  • Understand the mechanics of Facebook and it's Learning Process.
  • Learn how to create killer Facebook Ad Images or Videos with minimum technical knowledge.

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This class is for people who: 

  • Are unhappy with the results of their Facebook Advertising Campaigns. 
  • May be satisfied with their current results but want to improve their Return on Investment.
  • Saw a sudden and unexpected drop in performance in their campaigns.  

Problems we address in the course: 

  • My Campaigns / Ad Sets are not using up all their daily budget. 
  • I recently saw a spike in my CPC or CPM! 
  • I'm still getting conversions but they don't seem to be very high quality ...
  • There's too many metrics and i have no idea what to focus on!

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About Me: 

I’m a Google Gold Product Experts for Google Ads (1 of only 30 in the world!). I’m a Google Partner, Facebook Blueprint certified, Bing certified, and overall over qualified person.

I’ve worked with both Fortune 1000 companies and amazing startups. I’ve worked in literally every vertical/niche/industry imaginable from E-Commerce to SaaS to Diamonds!

Meet Your Teacher

Teacher Profile Image

Josh Rodin

Digital Marketing Expert JDR-Digital.com

Teacher

Hi! My name is Joshua Rodin. I’m a Digital Marketing Expert. So what does that mean? I specialize in Paid Online Advertising (PPC), Search Engine Optimization (SEO), Web Analytics, Conversion Rate Optimization (CRO), Landing Page Design and so much more!

 

But basically … I get businesses results. Whether it’s leads / demos / sales / subscriptions! I focus on performance so that your Return on Investment (ROI) is at it’s speak potential!

 

A little about me: I’m a Google Gold Product Experts for Google Ads (1 of only 30 in the world!). I’m a Google Partner, Facebook Blueprint certified, Bing certified, and overall over qualified person.

... See full profile

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Transcripts

1. Intro: Hi. My name is Josh Rogin, and this is the $1000 Facebook. Off in this class you'll discover how you can take a Facebook ad account of virtually any size and complexity and audit. And I just thought it but improve it, Teoh. So welcome to the Facebook audit class. I don't know about you, but I'm super excited to dive into the depths of Facebook advertising, not just diving into it, but discovering how weaken both potted and improve your ad account performance. Doesn't ask. Known exciting. Are you excited? Okay, maybe it's not the most exciting topic for you. And I assume you guys have hobbies and real lives, but for me, I live and breathe Facebook. I love it. This is all I do I'm obsessed about. So trust me when I say we're really gonna dive into the details here before we dive into it , I want to take a step backwards. I want you to ask yourself the following What am I looking to achieve by taking this course ? Really? What is your objective? That you which to achieve with your Facebook campaigns? Because if you're serious about improving the performance of your Facebook ad account, then this course might be the right one for you. Throughout this course, we're gonna cover numerous topics. Some of them may seem trivial and elementary to you, and others may seem a little bit advanced. But I promise you that by the end of this course, you will have a better understanding of the mechanics of Facebook advertising and a better idea of how you can take advantage of the system and maximize your knowledge to get the best results possible. So I hope that you join me because I would love to have you, and I think that this would be an amazing opportunity for growth and knowledge, so I'll see you in there. 2. Pyramid of Optimization: So in this section we're going to talk about Facebook's pyramid of optimization. This pyramid of optimization is a tool which I've created for both myself and for you, so that you know how to optimize the both the health and follow the right path of optimization for your Facebook ads account. So in this section, we're going to dive into several different metrics as well as their meanings and definitions. Additionally, we're also going to analyze my own personal philosophy on Facebook optimization as well. So this section is amazing for people who have often gone confused or overwhelmed with all the amazing metrics numbers out there. And they're just not sure what to focus on. Too often, I found that advertisers end up trying to treat the symptom instead of really trying to fix the disease. So one of the first things I want to talk about with all of you viewers is the importance of prioritizing your Facebook metrics when you're dealing Facebook advertising. There's so many different metrics that you can get distracted with, and honestly, most of them you'll never use. In fact, the honest truth is that even popular metrics, which people love to check. Such a CPC, CPM reach and other critical metrics are often simply explaining the symptoms and not the disease itself. So when we're performing our audit, we want to not get stuck focusing on the symptoms. And instead we want to work on diagnosing the disease itself. Because if we can discover what the court issues there are and all the other symptoms will fall will be resolved themselves. If we confined what's hurting our conversion rate. And that, too, can improve often are CTR or a relevancy score. So on that note, I want to introduce to you my pyramid of Facebook optimization. So here we can see my Facebook pyramid of optimization. What this essentially is four is to help you focus on the metrics that matter. So as you can see, we have conversions at the top because in my mind, as long as we're receiving conversions and their quality conversions, this is probably our top priority. Second to that is the conversion rate and the cost for conversion, a k a. How much we're paying for those conversions. So these air also important, and sometimes they actually might be interchangeable with each other with conversions at least specifically. Sometimes it may be more important for you to get a lower cost per conversion than many convergence or many high quality conversions. But personally, I believe that tends to be unlikely. Below that, we can see here we can see our click through rate. We can also see our Cosper optimization event and optimize Asian event rate. We're actually gonna cover that later in the course. So if that metric doesn't make sense to you, don't worry. We're gonna be addressing that in length later in the course, the amount spent in the past seven days again connected toe parts in our course. But it is a very important metric and then finally at the bottom, I've decided to put CPC and CPM because while I did state that people over emphasize these metrics, it's not to say that they're not completely unimportant. Also, I decide to include a website metric which is not included in Facebook called bounce rate. Bounce rate is essentially the percentage of people which immediately leave your landing page without interacting with anything on the landing page. Auction overlap is another interesting metric which will be covering, but essentially it's the percentage of two audiences which your advertising with and what percentage are they both mutually bidding on the same people? And then finally we have frequency, which I'm sure many of you are familiar with. Also, this symmetric which I believe honestly, is overstated. But it is a good idea to keep an eye on it in case we're seeing extraordinary numbers. So if we zoom out a little bit here, we can see my methodology and how I address this top down methodology. So if we take something like conversions and we say that the metric has dropped, clearly it wouldn't be a problem for us if the metric has risen. Now we can look down at the cause and there could be actually not just one reason, but many. So it we could discover that, um, our conversion rate has dropped, and that's impacting are a number of conversions. In fact, usually that's a must. If we're going to see a drop in conversions, it could be something connected to our audience being exhausted, so we may want to pay attention to how much of our audience has been used up. It could also be another reason which is more outside of Facebook's control, something like, Perhaps I changed my offer or I change the design on my landing page. Now let's look at solutions Now these air only a couple off the many, many possible solutions that we can do to address the problem. But it could be, for example, that our audience needs refreshing. So in that case, we may want to test new audience targeting. Additionally, it could be that my bid strategy is stifling the amount of conversions. Also, this is something that we're gonna dig into layer in the course. But if we are using, for example, target costs, bid strategy or lowest cost bid strategy, but with a cap, this could be stifling the amount of conversions. So I'm just gonna potentially drag this in here. No. Like I said, there's possibly many, many causes and many, many solutions. But I believe that this methodology is extremely helpful for giving you clarity because again, if we see that our bounce rate has increased or a frequency it we believe is high. But everything up here are conversions. Air conversion rate or cost for conversion is solid. Then we shouldn't be panicking and In fact, probably when the worst things we could do is actually suddenly make a whole bunch of changes to our ad sets and campaigns, because this could actually inadvertently trigger a whole bunch of changes to our campaigns and add sets and then thus, actually, negatively impact the results. Feel free to swap out some of the metrics as much as you desire, but I believe that this is an important philosophy which you should also consider taking with you toe help you become a better Facebook advertiser, if not manager of advertisers. Okay, let's get back to it. So, to be clear, this pyramid is a pyramid of priorities, and it's to help us focus from the top down. So based on our pyramid, the first thing we want to ask ourselves is, Have I received enough conversions and have I received conversions at all? Now, if you've already started to receive conversions, the question might be for you. Has the number of my conversions dropped? Additionally, the question could be has the quality of my conversions dropped? I'm still getting conversions, but they're just not as high qualities that used to be. The answer is yes to any of these, and this is a top priority. And it's something that takes precedent over lower T lower priority issues, such as a drop in CTR. Now, if you haven't already figured it out yet in my Facebook pyramid of priorities, if something's at the top and it's suffering, there's a good chance that the solution to the problem may be addressed by fixing the issues below or beside it. So, for example, if my conversion rate is too low, there's a good chance that means that either might offer or the content describing my product needs improvement. Perhaps it could be without my cost for conversion, has spiked and is now in an unacceptable price. This, in turn, could be an indication that my audience is exhausted. It could also mean that I'm just sending too much irrelevant traffic to my sign up pages. Well, okay, now that we have a better understanding of which metrics to focus on, we can now proceed and go through the major features that Facebook has to offer now, instead of freaking out in the event that your average CPC or CPM has jumped, you don't need to worry as much because you know exactly which metrics you actually need to be Focusing on the pyramid could be a powerful tool, because when we're looking at the bottom line, were able to focus on what really matters. 3. Building Custom & Lookalike Audiences Part 1: So we finally arrived at the audience targeting section. The audience targeting section is perhaps one of the most important parts when it comes to achieving success with Facebook ads. So why is your audience targeting so important? It's important for us to understand that it doesn't matter how attractive your ads are or how intelligently your bidding is or whether you're using the right placement targeting as well. None of that matters. If you're not speaking to the right person, for example, have you ever been on the bus or driving? And then suddenly you see a billboard and you think yourself, Wow, that's in a really amazing add. Too bad it's not relevant to me. That's the feeling that's gonna be shared by people if they're targeted by you by an attractive ad. But it's not relevant. So you see, the core of everything starts from having the most accurate audience is possible. In this section, we're going to talk about how you can build a laser focused and super relevant audience. We're going to go through the fundamentals just to make sure they're using the best practices. We're also gonna be going through the best practices when it comes to setting up both your look alike and custom audiences. And though I'm sure that almost all of you are aware of custom and look alike audiences, there's some crate tips out there which very few people have taken advantage of. I'm also going to include some new tips, at least knew that I believe that most people do are not aware of so that you can optimize your customer look a look alike audiences so they can be really focused now in terms of problem solving. We've already addressed how une relevant audience is bad. But one of the main symptoms that can reflect from having the relevant audience is metrics like lo, click through rate lo relevancy, score and even low conversion rate will be affected if your audience is not properly target . So we're gonna dive into all of this, so stay tuned and we're gonna learn a lot more about proper audience targeting. So here we are, in the audience section. Here is where we build our entire audience, in which will be targeting via our Facebook ad set. As you can see, we have custom audience, location, age, gender and language as you can see all of the three have their default settings enabled. So for age it's 18 to 65. Plus gender is targeting all, and language has not specified targeting a specific language. Detailed targeting is a way to add further targeting, whether it's by demographics, interests or other information which Facebook has additional, we have something called expand interests. This expand interest option allows Facebook to use its machine learning to grow your audience targeting based on when it believes it's similar and what it's working connections allows you to target people who have, like dirt, interacted with your Facebook page app or even agreed to go to one of your events. Now, as you can see by default, it's set to Canada, since I'm currently located in Canada. But it will require, like location so in this example will be targeting the United States. Now, location targeting can get a little interesting because we can target everyone who happens to be in that location or weaken specifically designate only people to indicate that they live in the United States. Additionally, we can go after tourists by saying that they're recently in this location where they're traveling through the United States often all just simply target people who live in this location. But in this circumstance, I'm going allow it to target everyone just to give his much data to this new ad set us possible. Now we've arrived at custom audiences. I'm going to go ahead and select my lookalike audience as the main targeting method for this ad set. But I'm also gonna add an exclusion. This means I'm also gonna make sure to exclude everyone that's completed the add to CART event, which in my case, is someone who is completed and submitted and lead. If you have more questions about custom audience and look alike audience, don't worry. We're actually going to cover a lot of that right after this part. Later in the lesson and I'm gonna go into some detail with some great best practices and tips on how you can create a killer look alike and custom audience real quick. I want to also go over detail targeting now. Sometimes you'll never have to use detail targeting because if you have a strong enough look alike, that can often be enough. But sometimes it's not personally myself. I recommend that used detailed targeting as in exclusion. If you happen to have a service or product and the type of people which you know would not fit, said service or product, then I highly suggest that you include them but include them as an exclusion. But there is such a thing is multi layer targeting, so you may wish to add additional targeting on top of your look alike, even know Facebook has very strong algorithms. You may know something that it doesn't, which is why I suggest that if you do have incredible insights into the personality and behaviors of your audience and your target audience, then take advantage of that in. Try testing it out by adding some detail targeting, such as behavioral demographics or even interest. Personally, myself, I always like to start off just with a look alike and see how it works Now. Another tip for you. You can actually choose to save your audience if you believe that you're going to continue to scale in crow, but you want to keep your targeting the same than one way to save time is actually by saving your audience. This allows you then to test out, for example, different ad creatives while not having to rebuild your ad audience over and over again. Even after you've built out your template ID audience, feel free to go in and edit it whenever you want. Now my personal recommendation for you is try to avoid editing and making dramatic changes to our audience is too often now. Finally, we've gone to naming our ad set. I personally I'm a big advocate on creating add naming conventions by keeping to the same naming structure for your campaigns. Add sets and adds. This helps make it a lot easier when you're doing reporting. So that's it for my tour of the audience targeting. Now for many of you, I'm sure you already quite familiar with this section, so I want to take some time to go over some of these best practices. The's air best practices I've learned through both Facebook and my many years as a Facebook advertiser. So as we already mentioned, number one make sure to use proper naming conventions number to consider leaving many of Facebook's default settings as they are now. I'm speaking specifically about age, gender and language, unless you're very confident about who you're targeting and you really understand them and their demographics. Then let Facebook's learning algorithms figure out what works best. Too often have I been surprised by targeting too narrow of an audience. And then afterwards, when I open up the age or gender or language range, that Facebook actually finds me a whole bunch of conversions that I never would have expected from people. I never would have expected it from number three. I cannot stress this more. You should be using both positive and negative look alike and cost um, audiences. Both the ability to target people simply by having a list of phone numbers or emails is mind blowing. Same goes for a lookalike audience. The fact that Facebook is able to build and incredibly detailed audience of people similar to our custom audience is one of their best features, and I highly recommend you take advantage of it. But same goes for negative audience targeting to we should make sure not to target the people who we've already sold to. Additionally, we may want to make the strategic decision not to target people who have not completed our sales funnel but are part way there. For example, they've submitted a demo request, but they have not purchased our product or service yet. I'll be going into further detail about lookalike in custom audiences in just one moment. So stick around cause that's also a really important part of this lesson. Number four, Using negative detail targeting so many of you, I'm sure, have often take advantage of detail targeting itself. But have you tried using negative d'hotel targeting? If you know that there's a specific group of people which you do not want to target, then consider adding them as a negative targeting audience. That way you can avoid wasted clicks and finally, tip number five. We want to find that perfect. Not too cold, not too hot. Goldie Locks Zone of audience size That means we both wanted to not be too narrow or too broad. Now, obviously, this depends on your overall objective. If they're going for a brand campaign, typically you are expected to have a larger audience compared to someone who's more focus on performance. But nonetheless, I recommend that you leave your audience larger than 100,000 people and no more larger than 2 to 3 million people at the end of the day, though whatever works works. So if you have an audience size which you believe is too small or too large, but it's working, run with it. So that's it. That's my overall work through off the audience targeting section. Now, in just a second, we're gonna go over how you can build killer custom audience and look alike audiences. So stay tuned, because we're really gonna dive into some amazing best practices here. 4. Pro Tip: Audience vs Auction Overlap: okay, It's now time to talk about terms and definitions. So we have two new terms here and if I decided to actually put them together because they're very much related and they're very much interlocking with each other. So actually, what we have is audience overlap, and then we have auction overlap. Now. Both are very similar, but they have two very different meanings. Audience overlap is essentially to audiences, which yep, that's right overlap with each other, at least partially. Now, the percentage of audience overlap will be the indication of how similar to audiences are going to be. So some real life examples Let's take to look alike audiences you've generated. You've used two different data sets, build custom audiences, and from those custom audiences you built lookalikes. You would think that Thies to different audiences would be completely different, but not always. If we're harvesting two different data sets from similar backgrounds, whether it's from similar sources or lifts or whatever, there's a good chance there's going to be some overlap. So audience overlap is an important metric. To understand how similar these two audiences are. If they're too similar, then we might have to deal with something called auction overlap. So auction overlap is actually when these two audiences start competing over the same audience. Now, just because you have audience overlap does not mean that you'll have auction overlap. You can have two audiences, which have some of the same people in there, and they'll both perhaps never even compete for those same people. But it is a possibility, and the higher the audience overlap, the greater the likelihood of an auction overlap. So keep that in mind. It's always good for you to go into your auction insights and dive into these two metrics because if you do have, ah, higher audience overlap. And more importantly, if you're already starting to see auction overlap, maybe you should consider pausing. One of your ads sets. Okay, let's get back to the course. 5. Building Custom & Lookalike Audiences Part 2: Okay, so now it's time to build a custom audience. And to do that, we're going to use this acquired list of information that our client has provided us. As you can see here as an extensive amount of information now for anonymity, I've blurred out all of the personal identifying information because there's a lot there and it's personal. But keep in mind also that if you're going to use any kind of purchase lists that you need to make sure that the people on that list have opt in. Otherwise you're vulnerable to sanctions by Facebook or by any government authority. So be careful with that now. As you see, there's lots of information in here and in theory to build a custom audience. All we need really is e mails or phone numbers, but we want to combine several columns of data. Soto further help Facebook identify these people on its platform. Now, keep in mind that the reason we're giving e mails, phone numbers and zip codes to Facebook s so that it can help identify who these people are . Remember that just because you have an email of a person does not mean that that's the email that they're using on Facebook. Same goes for their phone number as well. We want to include as much data as possible so as to give Facebook is much of a chance to identify these people on this list. Now, in theory, we can also include information like name, city, state, gender and a whole lot of other strings of data. But realistically, as long as we have their email, zip and phone number, then the match rate should be quite high. So I'm going to save this here as a CS V and I encourage you all to save your files here is see SV's also before I forget Quick pro Tip. If you have a work email and a personal email, I would suggest that you try uploading the personal email. Okay, so now that we've saved the C S V, we're going to go to the audience section, we're gonna click, create audience and click on custom audience. Once we've done that, we're gonna upload a customer file and at her own list. Now you can manually insert copy and paste. I want you to focus here and notice how, uh, all the information here below email, Phone number. Mobile, Advertiser I d. Gender age. All of this information can help further a match rate. Now it's time for us to select the or agenda of the data. Eso select whatever seems to be correct for you. Facebook will not allow you to continue without selecting that information. Now we're gonna upload the C S V and where we feel free to name it. Whatever you want. Now moving forward, we're going to make sure that Facebook properly identifies the data. So you can see here that Facebook didn't recognize thes upper postal codes. So we're simply just going toe indicate that that column was postal codes. Everything checks out after that. So then we would upload and create. Now, I've already uploaded this custom audience to save us time, So I'm just gonna exit out. So now that we've created our custom audience, it's time for us to create a local like audience. A lookalike audience, if you're not already aware, is essentially Facebook. Using its algorithms and machine learning toe, look at the people inside of the custom audience and then identify similar signals behavioral traits, likes, wants, desires, whatever, and then extrapolated on that and create a much larger audience based on similarities. So I've selected location here. Now I can select the size of the audience. Now for all of you who are just running to your first look alike audience, I suggest that you start off at your first percent. Once you found that that audience is grown, feel free to gradually increase it over time. Additionally, we haven't and more advanced option where we can create multiple lookalike audiences. This is a great idea. If, for example, Facebook was not able to generate a large enough size now this is rare. But sometimes the look like audience on the 1% size is only 100,000 or 200,000. This maybe too small for Facebook's learning process algorithms to get data from. So we may want a larger size. Additionally, we may want to go after more people, especially assuming we have a high spending budget. If your budget is high, try selecting a range of 0 to 2. Okay, so we created our lookalike audience. It was a 1% base. Now it's going to take a It could take anywhere from an hour to to upload, sometimes longer, depending on size. The list that we created from the custom audience was quite large, so there's gonna be a lot of data for Facebook to sift through. Okay, so now it's time to talk about best practices for your custom and look alike audiences. So let's start off with the 1st 1 which is that most people do not realize that your custom audience is automatically excluded from your look alike audience. So if you're worried about having to use your custom audience as a negative audience in your targeting, don't worry about it. It will be automatically exclude from your audience. Number two. Facebook requires at least 100 recognized people to build a custom audience. So just to be clear, that doesn't mean 100 emails. Necessarily, it means 100 recognize people. So my tip for you make sure that your audience is at least double that size. If you're having trouble growing past 100 people, then there's many options out there. You can purchase lists you can manually generate emails yourselves by blog's newsletters. One great tip I use myself is you can connect to people via Lincoln and then once you've connected to them via Lincoln. Typically, you have access to their email, so this is a very little known hack, but it's actually incredibly powerful. Number three Facebook recommends that your source audience a k a. Your custom audience when you're building a lookalike audience should be at least 1000 people. But it also says that it does not recommend that you exceed 50,000 people. Now. I'm not sure exactly why Facebook recommends that you do not exceed a list over 50,000 people. But I found that Facebook's recommendations tend to be accurate, and they do benefit The advertiser. Number four include as many data types is possible now. We already went over this. There's obviously the email phone number, postal code. But we also saw when uploading the custom audience that there's 15 total data types, which we can use to help recognize the right people. So that includes stuff like first name, last name, city state, gender age, pretty much everything. Now, as I previously mentioned, the big emphasis is on email, phone number and postal code. But you you have additional information, or if you only have one of these three major sets of information, But you do happen to have other data types. Then I suggest that you include it personally. If I have these three main data types email, phone number and posted. Khaled, I do not feel the need to upload additional data. But if you only have email or you only have a phone number or postal code, and you do have some of these other data types, try adding them to that should help increase the likelihood of a match rate. Okay, tip number five few people realize, but if you have a live custom audience, the new will actually automatically update your look alike audience. Now what do I mean by a live custom audience? If your custom audience is built on a conversion event, for example, a successful add to cart or existing successful check out, then it's constantly updating that custom audience, which in turn will be updating your look alike audience. Now I've heard anything from seven days. It refreshes to three days to 24 hours, but it does refresh your look alike audience quite offs often additionally, keep in mind that if you're using Facebook's lead generation campaigns and you've built a custom audience based on people who have opened and submitted your lead form. Then it will also automatically update your look like audience, too. Last Leap Number six. This is one of the most important tips in this section, and I really recommend that you take advantage of it, which is that you can actually update your static custom audiences. So again, a static custom audience is an audience, which is not going to be live in automatically. Updating such is based on a conversion or a lead submission. So I'm going to show you real quick how you can both update your audience with new information and also remove information from your custom audience as well. Okay, so toe update our custom audience again. We need to go back to our audience section. From there, we can click on whatever custom audience we wish to add it. Now we can actually click on it directly, and then we simply need to navigate down to audience details and click at it. From here, we can both add and remove customers. Now you may be wondering why you want to remove customers, but if you have a list of people which you thought were high quality users and then discover later on that they were bad customers. For whatever reason, you could remove them from your custom audience by removing them from your custom audience . This could theoretically give Facebook a chance to build a more accurate lookalike audience . Now there's no guarantees here. There's a lot going on behind the scenes with Facebook's algorithms and machine learning, but it's worth giving it a shot. And obviously we can add new customers, new clients. New potential leads to our custom audience, and when we do, this will force an update to the local like audience, which is based on said Custom audience. This could be incredibly helpful because it helps breathed new life into our lookalike audience, which is constantly looking for reasons to update itself and to stay fresh and relevant. Okay, so we now know what to look for when building the perfect audience. We understand that not only do you need to include the right people in an audience, but that you'll also need to exclude the relevant ones too, as the further narrow are targeting only the most relevant people as possible. Additionally, we've learned some pretty cool tricks when it comes to building a custom audience and look like audience, too. These tricks, which you've learned will help Facebook's machine learning and algorithms build really hyper accurate audiences, ones that will continue to evolve an update as well as you continue to go and progress. So I'm excited to see what you all are going to be doing with your audience targeting. I think based on what we've learned, you're going to see some real big differences in your results as well. 6. Pro Tip: Choosing the right Optimization Event: Okay, here is another pro tip. When we're creating her ad set, we have to select which optimization event we want to aim for. Now remember, an optimization event is essentially a conversion, which we've chosen that we want to tell Facebook. We want to optimize towards this action. If it's a demo, sign up. We're going to tell Facebook. Toe. Look for other people who are likely to commit demo sign ups. If it's an e commerce company and they haven't add to cart button and we've chosen, that is her optimization event that we're telling Facebook toe. Look for people who are likely to add it to a cart. Now the difference between adding and item to the cart and completing the transaction might seem simple to you, but there's a big difference now. Logic dictates that we clearly want to choose our optimization event to be the deepest conversion as possible. Obviously, we want Facebook to look for people who are most likely to commit transaction. But when were a new ad account or just a new ad set? Facebook needs to go through its learning phase. Now, remember, and we've talked about this many times before during its learning phase. Facebook requires 50 optimization events toe happen within a week and then going onwards, it's still looking for MAWR information. It's still thirsty. Sometimes we're not likely to achieve those 50 optimization events within the first week, which is why I will select a more shallow conversion. Finding a balance here is important. It's not easy we don't want always just someone who will land on a contact page but not filling their contact information. Sometimes that might be to non committal my own personal advice for you. Look at the relationship with your website analytics between a more shallow conversion and your final objective. I'll give you an example. Let's say you're an e commerce site. Look at the percentage of people who add an item to their cart. What percentage of them continue onwards towards the final transaction if it's between 50 to 75% in my own personal opinion and this is my own opinion, I believe that it's a decent enough metric that indicates interest. But if the number of people who were adding to CART is only, let's say, 25% so only 25% of people add to cart complete the final transaction. Then I would not suggest to Facebook to optimize for simply adding to CART because Facebook is gonna look for more of these people. And 75% of those people are not. The people are going to complete a transaction. Someone who visits the cart section. The final review of their items before they check out is as high as 80%. Well, then you might want to consider setting. That is your optimization event. We can also look at when it comes to software or products and services. We could set our optimization event towards someone who lands on the contact form instead of just completing the demo registration. Now again, if it's only a small difference off 90% of people who visit the contact form and up completing it, I'd say the difference is so close that I would set my optimization event towards the actual completion off the demo. But if it's 75% of people who land on your contact page are signing up for a demo, I still think that it's worth it for you to set a slightly more shallow, successful optimization event and tracking people who simply land on your contact page. That's my own personal opinion, but I suggest that you check it out. Okay, That's the tent. Now let's get back to the course. 7. Building a Hypnotic Facebook Ad: So we finally reached Facebook's ad creation section. And in my personal opinion, this is the most important section in the entire course. Why do you ask? While while both bid and audience targeting are critical at the end of the day, if you're at is not attractive that no one's gonna be learning about your product or service. Additionally, your ad makes you stand out from all of your other competitors. As part of this topic, we're going to talk about all the different parts that go into creating an amazing ad and my own personal guidelines that I recommend you follow to create an attractive and powerful ad. Now this section can help address issues such as low click through rate, lo relevancy, score and, yes, even low conversion rate. That's right. I believe that powerful ad can have a positive impact under conversion rate to an. Additionally, a powerful ad can go a long way towards affecting your ultimate conversion rate or cost per acquisition. Okay, so we've now arrived at the section where I talk about how you can build an amazing, attractive ad which is going to both capture and grabbed the attention of the Facebook browser. Now I broken what I believe takes to create an amazing Facebook ad into four different parts, and I'm gonna go through them right away. Number one, your image or video must be eye catching. So let me start off by showing you an example for tip number one, which is that you need to stand out and let me show you how some of the best marketers use this and take it to heart. You can see here with the famous Gary Vaynerchuk. Gary uses an impressive banner which uses colors, but it's only a simple fix. Static image. But it works now. I personally advocate that you take advantage of video ads. I think that they are the most powerful thing that is happening right now on Facebook. Honestly, I just believe that image eyes just don't cut it. What, regardless of what you do, make sure that it grabs the person's attention. Often, that means number one that it stands out do not use neutral colors that applies for both images and videos, and especially for videos. I want you to focus on motion. If you're going to create a video ad, I highly suggest that there is a lot of motion going on and that is happening right away at the beginning. Remember, you have about 3 to 4 seconds to grab the attention of the Facebook browser, maybe less, which is why you want to be as attractive and eye catching as possible and as quickly as possible. Number two Placing text inside of your image or video. This is a great tool to help grab the browser's attention. In this example, we see how Hub Spot, which happens to be one of the number one marketing software platforms out there, uses a simple text on an image to convey a powerful message. Now, in this one, it's actually happens me one of my favorite examples because the entire image is just text and it's compelling and it works. My own recommendation is that use large text. Keep in mind that your text should not cover more than around 20 to 25% of your at now. Facebook no longer will pause your ad if it's too large, but it will reduce the amount of reach. So if you're texting your ad image or video is too large, you're going to reach less. People number three use that text to both qualify and disqualify the Facebook browser. So what do I mean by that? Check out this ad, for example. This seems to be a service which is deliberately targeting CEOs and founders, and it states it, and it's not shy about it. It knows who wants to go after, and it states that so that irrelevant traffic doesn't get hit. So don't be afraid to directly addressed in that text overlaying that image or video exactly who you're going after. Additionally, you can just go after people instead of addressing their profession. You can address a pain point or a desire. Now what do I mean by disqualify? Disqualifying, I mean, is that the text can also be used both in your Facebook ad image or video, but also in the text areas. We're going to use that text toe. Also, make sure who this ad is not four, and the reason being is that we do not want an irrelevant person to be clicking on her up. Number four. You want to make sure that you meet the standards of your audience as you, I'm sure, know I hate brand guidelines. I think that they're a waste. I think that brand guidelines stifle creativity. I think there were the worst things toe happen to an advertiser. But if your audience is expecting a certain kind of standard and it doesn't mean quality necessarily, but they're looking for a certain kind of design, then you need to match that. So, for example, if you're going after graphic designers, you better make sure that your ad looks like something that's been built by a quality graphic designer, cause they're gonna analyze the heck out of it. And they're not going to respect you if you don't build, uh, and add, that represents what they're trying to obtain. Meanwhile, a lot of times it's surprisingly the opposite if you're going after people in much more low tech industries again, chefs, uh, electrician's people looking for physiotherapy, any sort of thing where there maybe not so much in the tech world. It's okay not to make it the most sophisticated at, and sometimes it'll actually going over their head. So remember, standard doesn't mean high quality. High quality is a very subjective term. What you do want to ask yourself is it's a certain kind of ad or design which your audience is looking for. So if you follow these four steps, I guarantee that you're not only going to see ah high C t r ray, but you're also going to see a high goal completion or high conversion or high optimization event completion rate. Okay, so now we're gonna move on, and I'm gonna show you an example of how I've built and designed an attractive Facebook video ad. Creative. And then we're gonna go in, and I'm gonna show you how I inserted that plus the tax to create and complete a package, which is really an irresistible Facebook ad which is going to capture the attention of the browser and hopefully bring in quality traffic as well. Okay, let's get going. Okay, so here we are in final cut Pro. Now, honestly, you can use any video editor that you choose. I'm familiar with Final Cut Pro. I love it. I think it's very effective, but you can use anything. I movie movie maker, Adobe Premiere, whatever. So, as you can see here, I've gotten a stock photo. I've chosen to go with an attractive blond woman often because this is a very eye grabbing effect on people, both men and women. Now, I'm also going to add some text. Now, my suggestion for you is used old strong tax. Try avoid using any kinds of farms out there, which are then in nature. Uh, I'm using text a foreign called Uni Sands. Now, this is a free custom funds, which is very bold. It really stands out. I really enjoy it, but literally you can use just about any kind of fond out there. Remember, my fourth beef of a vice, which is to reflect the standards of the people you're advertising too. Now, as a digital marketer, I enjoy using big forints which stand out. I believe it really helps grabs the attention. And I have no brand guidelines or any kind of constructing standards. Okay, so now I'm going to write some text. And this theoretical example I'm going to be targeting software companies. Now. This is Mia's, a digital marketer offering my services. Remember, Tip number three, we can use tax to both qualify and disqualify people. So in this theoretical example, I'm targeting software companies, and I'm offering my marketing services, so I'm just going to adjust the texture a little bit, make sure that it reflects. Well, I'm going to play around a little bit. Maybe the alignment looks a little bit better. Ah, but it looks like my center alignment is best. I do want to avoid having any text overlapping on the woman. I believe that that makes it look unprofessional so we can try lowering the size. But I don't want to make it too small. Otherwise, it's gonna be harder to stand out. So instead, Aiken, just Yeah, I can bring down Ah, little bit of my text to another line. And then what I want to do is something little Ah, it's just a cute little trick. I'm going to emphasize how much software companies love our marketing services so I can actually individually select the love word, and then I can enlarge it. I can also add a drop shadow, um, which may or may not work. It's hard to do that with black background. A drop shadow is an amazing way toe. Have your text stand out. If you have a white background with black, it's a little bit tricky. You have to find a kind of a gray shadow area for the for the drop shadow to get noticed. But I think we're going to avoid that. Another tip is you can make certain words stand out by adding color to them. So connected toe love. I'm gonna add a potent reddish pink. I'm not gonna make it to pink up, but I am going. Teoh makes it a little bit. And there you see the word love really kind of jumps out at you. Okay? And another tip you can try to make your text and out more is you can theoretically duplicate your text and then move it a little bit to the side, and then it creates an almost three d effect. So here it stands out a little bit, but I'm not sure that we're getting the best bang for Buck. So you know what? I'm not in love with that, but I do suggest that you try this. You just take two layers, duplicate one and the move it slightly a little bit from one side to the other. It gives it a really cool effect. Another pro tip for you to check out. Okay, so we're actually not going to do that. What we are going to do is just make sure that it is properly orientated. I'm going to make sure that the text gives a little bit more space from the woman. Okay, so we're bringing it to the edge now. We'll see how it looks when we play. Okay, so it looks pretty good. There's not a lot of text conflict, but the woman is looking a little bit downwards on the text. Seem to be above that. So let's bring down the text a little bit and see how it looks now. Okay, this is a lot better. As you can see, the woman's interacting with the text. Yes, there's a tiny little bit of overlap, but that's only for a second or so, and she's really kind of looking at it. Okay, now there's one more thing we can do, which is you can bring in, uh, graphics again. This is something that you can get in a stock photo stock, video, uh, websites, And this is just like a little animated infographic, which can just help make your ad stand out a little bit more. So let's find the right positioning here. It's a little bit too big for the ad. Let's drop it down to the bottom just like that, okay? And we're just gonna make a little bit more room, so they're not overlapping. Now let's see how it looks now, Okay? She's still looking at the ad. She's acknowledging it great. Who perfect and looked at that. And now we have in infographic and animated infographic that suggests that we boosted her results. There's a shopping cart there. Maybe it's insinuating that there's more sales. It definitely makes it a look a little bit more professional now because there's an animation in there and we didn't do any animation at all. All we did was grab a previously rendered animation. Okay, so that said, it's a compelling add. It follows. All of our guidelines were using text where, using a video which grabs the I. So in the next section, we're going to see how we're gonna take this ad and apply it. Okay, so here we are in Facebook's ad creation section. Now, we're gonna go through all the possible options that you know which option is best for you . So you can see here that we can select many different formats of ads. We have Cara Soul, single image, single video slideshow and collections. Now keep in mind that also there's additional formats, depending on your campaigns object of and sometimes there's less options for you. Additionally, there's something called an instant experience. This is essentially a landing page for your website, but it exists on Facebook now. Personally, I don't recommend that you use this. I personally believe that you should be sending traffic directly to your website, but do consider it. If you feel that your landing pages perhaps not is adequate or you're worried that your product is perhaps too complex now we're gonna run a single video. I found that this is perhaps the most successful format now. What we first want to do is upload our video. Personally. I prefer to just simply drag and drop, as you can see on the right. Also is that list of specifications. It's good to keep an eye in these. This gives you an idea of several things, such as aspect ratio, recommended length and all. The different recommend lengths, depending on the different formats and also placements. So keep in mind that different placements can only run for a certain amount of time. So here we are. We're going to Dragon drop or video in. I'm gonna fast forward for us so that we don't have to wait. Well, it's uploading the entire time. So now that we've uploaded the video, we can actually see on the right hand side. The ad preview section now here will be able to preview our add all the various different placements on Facebook. So that was mobile. This is desktop newsfeed for Facebook, and I'm just going to scroll down and show you all the many different placements. Reels quick. Here you can see Facebook's stories one of the more newer options for Facebook and the list goes on, but you get the point. Essentially, you get to see how your ad will perform and look on all the married, many different placements that you'll be advertising it on. Remember that this is super relevant for us if we're doing automatic placements. So now it's time for us to talk about taxed as we mentioned before. The video or image is how we attract the browser's attention. But once we do that, we really need to clarify or product or service. We can only include so much text on top of our video or an image, and this is a perfect opportunity for us to clarify exactly what we're offering. So right here I'm simply writing that marketing managers would really enjoyed my service. This is a great opportunity also for me to qualify that this is for marketing managers. I'm also gonna add another qualification in the headline by asking if their sales funnel is ready for Leeds. I'm also enticing them, but also qualifying. Now let's talk about call to action. There's many different calls to actions, and you may be wondering which one is right for me. And the answer is, there's no certain answer here. What I suggest that you try is testing them as we've mentioned before, they're such things is split testing, and this is a great way to do a bi or multi variant testing to figure out which call to action works best for you. Now, when it comes to news feed link description, this is another opportunity for us to add a tiny little bit of extra details about our product or service. Keep in mind that this information will not always appear on all formats, so you can see here it appears in desktop newsfeed, but does it not appear in the mobile news feed? Now let's talk about the U. R L builder, and the usual builder is essentially us adding you tm tracking now as a standard, best practice, I suggest for your source. In medium, you do Facebook and CPC, respectively. When it's comes to your campaigns name, I suggest that you name it your campaigns name and for content. Name it the name of your ad. So that pretty much explains how we can build you. Tm tracking a quick, additional pro note. You can add additional your out parameters to your link these air Great if you're using third party tracking tools. Finally, the question about ad name. I believe in creating an ad name convention usually divided by a comma or personally, I use an underscore. As you can see here in Excel, I've created a series of add names that are based on campaign ad set, and then at now I've divided them by an underscore so that I can use text to columns. I can then use that underscore as a way to separate them. This makes it a lot easier when I want to run analysis, optimization or just general monthly reports. So I suggest you try naming convention like this. Okay, now you finish the section and how to create a powerful Facebook at with these tools and tips I've given you, you'll now be able to create ads which not only abduct the browser's attention but will also serve to both qualify relevant browsers and disqualify the relevant browsers to. As usual, there's always far reaching consequences to your actions on the Facebook ad platform. One of the really interesting things to think about is that perhaps if we create better Facebook ads, we could help improve our conversion rate, which in turn leads to more conversions and thus allow Facebook to optimize for the right people by disqualifying people who are not relevant. We can also help prevent unnecessary conversions or link clicks which are not only a waste of time and money but could also confuse Facebook's algorithm. So that's it. We've covered the section and you now know how to create an amazing Facebook at. We also understand the far reaching consequences that are involved in this. If you've made it this far, I'm proud of you. Well, this is recording, so I have no idea how well you're doing. But if you have made it this far, I think you're doing a great job. We're very close to the end. And if you've been applying all the learnings and techniques which I've given you, then you should be well on your way to creating an amazing Facebook ad campaign and restoring the health of your account. 8. Pro Tip: Avoid Too Many Ad Sets!: So why is it a mistake to split up and create too many add sets? Well, too often, gorilla Facebook marketers think that you can just create many, many add sets and just give them a tiny little bit of spend. And then suddenly you'll find the right ad set with winning Target. Unfortunately, this rarely works, and the reason goes right back to the learning face, which we've been talking about throughout this course Now. As you remember, the learning face requires 50 successful optimization events, which are conversions. If we do not achieve these, Facebook will really not be able to optimize for audience, and we will get lesser results. So not only if we create multiple assets are we splitting up our budget. But we're also losing the chance to collect those 50 optimized events. Otherwise, it will not complete the learning process. And what could be a potentially fruitful audience targeting? Well, actually, you'll never learn, So I hope this has been helpful. Let's go back to the course 9. Bidding Strategies: So we finally arrived at the bidding section, As they say Now we're cooking with fire in this section, we're going to focus on the various bidding strategies and how we can decide on which ones are best for achieving our objectives. We're gonna be talking about the differences between target costs and lowest cost bidding. We're also going to be going through the finer details as well, such as bid and cost capping. Now, some of the problems that this topic may help solve are for people who are receiving conversions, but not in an optimal price for conversion. Additionally, this section applies to people who are not receiving conversions at all. Another possible issue that this topic can help you with is if you are receiving conversions and they are at an acceptable cost for conversion, but you're receiving too few of them and you're having problems scaling If any of these are relevant problems for you, then I highly suggest that you spend some time going through this section. So in this section, we're gonna deal with all these possible scenarios and you'll be able to leave with a better idea of how Facebook works When it comes to bidding. So first off, let's just define what is a bit. Well, According to Facebook, a bid is a number representing how much you value an optimization event from someone in your target audience. So what does that mean exactly? So explain simply, it means how much we think we're willing to bed, not pay for a conversion, but how much we're willing to bid for the opportunity to show ourselves to the right people . So what are bid strategies? Well, Facebook works like an auction, meaning that every time someone opens their browser and schools through Facebook or Instagram, there's literally thousands, if not millions, of people bidding for that browser's attention. So how does Facebook get to decide who gets to show their add to the browser? Well, part of that decision goes to the bid. Now there's other factors into it and which goes into something called total value. But we'll get into that another time. What you do need to know is your Its strategy is whether you decide toe. Let Facebook automatically bid for that browser's attention or reach out to them manually. Now what is optimization of it? This topic has been brought up previously and will be continued to be brought up throughout the course because it's such an important subject. Optimization event is essentially what we tell Facebook to focus on. So, yes, it could be a conversion. But it's not necessarily the final conversion or the ultimate conversion. The optimization event is what we've told Facebook. We want your learning algorithms to focus on this event and learn from it so that you can replicate this event as much as possible. So that could be a final sale or a final payment from a customer. But it could also be a more shallow conversion, like an add to cart or a demo request. And finally, the question about why is choosing the right bid strategies such an important decision? Well, let me be honest here, and I'm not exaggerating when I say this decision is probably one of the most important decisions you'll make. Now. By default will learn that lowest bid strategy is your default strategy, but that may not necessarily apply or as well learn. There's options such as bedding cost cap, which can have great massive effects on your cost for conversion. So to summarize, if you feel like you're paying too much for conversions right now, your bid strategy and how you decide to change or optimize it may have a huge effect, both positive and negative on your ad account. Now it's time for us to go into the actual Facebook interface, and we're gonna look at the bid strategy and get a better idea of the different options. There afterwards will dive into further detail and do a little bit of self Q and A. Okay, let's jump into it. So here we are in the bidding section. No, As you can see, there's a couple options here. Some of them are not exactly the bed strategy but are actually intertwined with it. So number one, it's optimization for the delivery. For that, it's a question off. What do we want our bid strategy to try and optimize for? Is it going to be conversions and see here? We've told it yes, conversions, and we've actually indicated which conversion will be, which is add to cart. We also have the ability to choose Conversion Window will dive a little bit deeper into that later, too. But this also has a profound impact on our bid strategy and the results we received. As you can see, we have both the option of choosing people that clicked the add or clicked and viewed the ad with various date ranges to Finally, we've arrived at the bid strategy itself. Now, by default are bid strategy is going to be set at lowest cost, as we mentioned before, lowest cost simply means it wants to achieve its objective, which for us it's optimizing towards conversions at the lowest cost. Additional, we have something called bid cap Big Cap and also cost cap, or the ability to essentially limit how much we're willing to offer a bid for that browser's attention. As mentioned previously, the second bid strategy is something called target costs. This is our way to indicate the Facebook that we're not willing to spend above X amount of money or even less than X amount of money for that objective, which is conversion. So what's interesting to remember here is it's not just that we're not willing to spend more than as you see here, $7 were also not willing to spend less than $7 so that's the interface for our it strategy section. Now I'm going to dive a little bit more into detail about the two options, so I can help explain the differences so that you can make an educated decision. So now that we've over viewed the bidding section, let's address the question off. Which Beijing strategy should I choose? The answer depends on what is your objective. And more importantly, at what price and what consistency do you want to achieve that objective? Typically, you do want to be using lowest cost bid strategy simply because you more likely want to achieve your lowest cost for conversion possible. But target costs does have its uses. Target costs can be far more reliable. And when using target costs bid strategy. You're far less prone to cost per acquisition price fluctuations. In my own personal opinion, 90% of the time you want to go with the lowest cost bid strategy. Simply put, most people want to achieve conversions at the lowest cost, and this will get it for you. Where is target costs while getting you consistent conversions will not even go for less affordable conversions. If there's an opportunity presents itself, it will always try and achieve the cost for conversion. That you said the one time I really recommend that you will use target costs is if you're working for a larger company or you're a digital marketing agency and you have to work with a very strict budget. Even then, If this is a new Facebook ad account and your Facebook ads account does not have any previous performance history, then I still suggest that you go with your lowest cost. Why? Because this is the most likely path for you to achieve and complete. You're learning phase. Remember, we want to be able to hit those 50 optimization events within a single week. No, let's talk about the difference between costs and bid cap. Cost cap is considered the more flexible of the two capping strategies. It's less likely to affect and stop the performance because it's capping your cost per optimization event, whereas bid cap is literally capping the amount of money that you're able to bid for a browser's attention as written on the screen. If cost cap is available, then I do personally recommend that you choose it. Overbid. Cap cost cap is just simply more flexible for you, and it's more likely to get you. The best cost per optimization event will keep in mind again. If you're a large company or an agency, you might want to go with bid caps since it's able to perform more reliably. Okay, you now understand how a target costs and lowest costs bidding work. You also understand how to decide on which bidding strategy to use. You also understand whether it's worth it to use a cost or bid cap strategy as well. Now, keep in mind that if you ever feel confused, feel free to go through, go back and re watch this section. I personally believe that this topic is one of the most important topics of the entire course. So why is this topic so important? While due to the fact that if we do not know if we do not tell Facebook how to properly compete for our optimization event, take a conversion, then we end up either getting no conversions at all or we don't get enough or we just don't get any conversions in the first place. Okay, Next section 10. Pro Tip: How to Determine Daily Budget: OK, now it's time for another pro tip. We're gonna be talking about determining your budget. So at the end of the day, this is actually a fairly simple decision to make. Now remember that we've talked about the learning process before and how it requires 50 optimization events per week to finish the learning phase. So it's a pretty, fairly simple equation here. So here's what we're going to do. We're going to take the estimated cost for optimization event and then times it by 50. Now, this might sound a little expensive, but again, keep in mind that if we're not ready to spend this amount of money than we may not be able to get the results which were looking for Okay, let's try this. Now. We remember that during the learning phase, it requires at least 50 successfully completed optimization of events inside of a week. Now, 50 divide by seven is going to be around seven or eight, give or take, which means that we need to take our estimated costs now and we have to be honest with ourselves, not what we want the cost to be, but what we believe it will cost to take to complete a conversion times by seven or eight. And that may be what what we expect. Additionally, you could just simply do 50 times your, uh, expected cost for conversion and then divided by seven. Either way, this is gonna help determine your daily budget. Now, if we're looking at a lifetime budget, I would still work your way back to how much it cost 7 to 8 optimization events or those 50 optimization events inside of the week and then from there, divide by your period of time. Okay, so we finished determining the budget. We understand an approximation on how we can figure out our daily budget. Also, how we can guess our lifetime budget. If the daily budget is too low, we simply will not have enough money to complete our optimization events A K conversions thus, in turn, not complete the learning process. And that, in turn, will hurt our ad set performance. So, as you see, everything is interconnected and it's important to give our account time and money to breathe. OK, I hope this makes sense and let's jump back into the course 11. Placements: So we finally reached the placement section for this topic. We're going to talk about the various placements where you can advertise. We're gonna talk about how you can properly select your manual placements. That is, if you decide to select manual placements at all. This section could be very relevant for you. If you've either number one, your cost per conversion is too high, or number two. You're not receiving enough conversions in the first place. So now it's time to check out the placement section. We're going to scroll down past audience, and here you can see we've arrived at the placement section. Now it's honestly quite a binary choice for us. At the end of the day, we either want to select automatic placements, or we want to select manual placements and then decide which placements we want to advertise with. Now, by default, Facebook selects automatic placements. It means that Facebook will use its own machine learning algorithms to distribute both your budget and attempt to maximize your optimization event to the best of its abilities. So how does Facebook automatic placements work? Well, Facebook looks at your chosen optimization event, a k your objective and It also looks at your bid strategy where, whether it be lowest cost or target costs, it will then do its best to get the most amount of the of your upset objective at your target cost or lowest cost. Now let's take a look at manual placements. As you can see as I scrolled down, here are all the possible places that you can advertise through Facebook. We have Facebook instagram, the audience, network and messenger. Now, by simply hovering my mouse over one of the placements, Facebook will actually preview how the Ad Forman appears for that placement so you can see that Facebook has many different ads and many different formats. Now, through experience advertising on literally dozens of Facebook ad accounts, I've personally found that Facebook and Instagram are the number one formers, specifically the news feed for both. But I have been surprised and do keep in mind that Facebook does pay attention to weather, whether a certain platform where placement is not receiving the optimization events, it will start to throttle and lower the amount of budget that you're spending on set placement so we can simply check on one of these checked boxes to uninsulated a placement. Now what I want you to notice is that if you pay attention to the right hand side, you'll see that the estimated daily results a k a. Your reach will actually decline in size. Keep in mind that does mean that your potential reach will be lower now if you're looking for efficiency and not brand, this is not necessarily a bad thing, but it's important to take note that if you remove too many placements, there is a possibility that Facebook will not be able to exhaust your daily budget. Here's another option. If you want to select Onley Desktop or on Lee Mobile, for whatever reason, you do have the option. Now keep in mind that some placements are only available for desktop or mobile. As you can see here, the available placements changes when I select one and not the other. As a best practice, you should have both enabled unless a you've discovered that either desktop or mobile does not convert according to your product of service or B. You do not feel like your website is mobile ready and in that case, and may be best to forgo the potential conversions that you'd have if you had a fully functioning mobile response of landing page. Now, if we scroll down, you can see that we actually have the option to select either Android or IOS devices. My advice. You should have all mobile devices enabled. If you are targeting mobile devices. Why? Because you want to increase the amount of chances and opportunities that you have to capture optimization events and by limiting it to one or the other. You lesson that chance. It's only exclude them if you've noticed pertinent information that one or the other is more likely to convert or you're offering an app that is only available for one of the two OS systems Now, as you can see here, we do have the option to exclude categories personally. Myself, I've never felt the need to exclude categories. But if you are a family friendly product or service and that's very important to your brand than do, make sure to add those exclusions. So that's the overview off the placement section and Facebook. Now we're gonna go through when and how you can determine whether you should use automatic placements or decide to manually select your placements, Let's get started. So here I'm going to show you how we can use Facebook's ad reporting section to analyse which placements are most efficient. Now we can use a breakdown of platform, platform and device placement or placement and device. You can go with whatever you want. I'm going to select placement now. If we look into this, we can see that already we have a little bit of information based on which placements have received the most conversions. Now this account, which you're looking at in front of you, probably doesn't have enough information for us to make a decision about which manual placement to select. My personal recommendation for you is that you make sure that your ad sets have completed their initial learning phase before passing any judgment on placements. So for all of you who have seasoned ad accounts, I want you to look at the breakdown, play around with placements or platform even device, and see if you can find some revealing information, which may give you insight into potentially using certain manual placements and which placements you should avoid targeting. But in general, if you have a fresh account, my advice for you is. Stick with automatic placements at least until the beginning, and you have enough data and conversions. Okay, so we've talked about placements, and we should now know about the various options when it comes to where we can display ARATS and how they appear to people, depending on the various platforms as well. Hopefully now you'll be able to make an educated decision on whether you want to remain using automatic placements or whether you want to try using manual selection of placements . As a rule, I don't often recommend that advertisers use manual placements unless they fully understand how to select the right ones. But after completing this section, I do believe that you all have the capacity to make an informed decision, so review them material here, and then afterwards you've gone over the data. I want you to decide whether you should be enabling automatic or whether you should be going down the road of selecting a manual placement. Go ahead, let's try it out 12. Pro Tip: Custom Conversions vs. Standard Events: okay, we're not going to talk about the difference between custom conversions and standard events . Now, both of these two items sound very similar and, to be honest, there often used for the same thing. But the differences are while minute very complex, subtle and necessary to understand. So let's start off with custom conversions. Custom conversions already works with your Facebook pixel, meaning that you do not need to add any additional coat. It works essentially with customized U R L parameters. What that means is that when you go in to custom to create a customs conversion, the way which you define how a custom conversion is completed is by setting a custom you are out. So if you have, for example, an e commerce site or if you're just signing people up for a demo, either way, you're often redirecting people toe a thank you page. So what we're essentially doing is telling the Facebook pixel toe. Look out for anyone who lands on your site dot com slash thank you at that point, if it's registered that someone's landed on the slash thank you part of your your URL, and it's gonna register a conversion custom conversions are really great. They're simple to set up. And then not only that, but they don't require any additional code. One of the few downsides, though, is that they're not compatible with dynamic ads. So if you're gonna want dynamic ads, we're gonna have to talk about standard events now. Standard events are they do require at some additional Kotick. Now it's super simple. Essentially, what we're doing is we're adding a single line of code next to our existing Facebook pixel , and I want you to think of standard events similar to how we do even tracking in Google analytics. What we're essentially doing is we're pushing the specific line of code. Typically, whenever a page is loaded or a form is submitted, we can really do anything at any point we can have this code fired off to Facebook based on inaction. Someone takes on your website. So, like we're saying before this could be triggered by ah page being loaded. But it also could be triggered by so many more things. It can be actually triggered by the successful completion of watching a video on your website. It can be triggered by filling out and then submitting a demo request form on your website . It can even be submitted by a simple press of a button or even scrolling down to a certain section of your page. So at the end of the day, it's actually more versatile. Ah, your standard events, but it requires a little bit more time. Keep in mind that if you use something like Google tag manager, you can actually save a lot of time and avoid diving into any messy coding. Oh, and I forgot to mention standard events do work with dynamic product ads, so keep that in mind. If you're an e commerce company, you might want to be focusing Maurin standard events and custom conversion. Now let's jump back to the course. 13. You Made it!: So you've made it to the end of the course. You have no idea how proud I am for all of you. It was not an easy task. There's been a whole lot of subjects, tips, best practices and general information that you needed to digest. So if you've made it this far, really, congratulations. You've earned my utmost respect. And seriously, you can start calling yourself a pro Facebook advertiser now. Obviously, there's plenty more toe learn. Personally, I suggest you take a look into Facebook's documentation. There's a lot of cool stuff to check out there if you feel like eking out. No, it's not light reading, and I normally do not suggest to people to check it out. But if you've made it this far, then why not continue your journey of knowledge? Beyond that, I'm looking forward to seeing all of your project. Now I know it's a simple one, but I believe that the project is a perfect combination of both creativity and technical execution. And don't forget to add in that text also outside of the images or video. What else is there to say? It's dark outs, probably way past my bedtime. I've been wearing the shirt for what seems like a day, but it's probably been more like a month filming this. Making this course has been challenging, but honestly, I'm really looking forward to hear what you have to say. So please give me your comments, criticisms, compliments, maybe whatever. Whatever you have will happily take it. Because for me to grow, I need to know that I'm offering you value. So that's it. Thanks again, and I hope to see you in the next scores by.