Create Powerful & Effective Video For Your Facebook & Instagram Ads

1. Introduction: Are you an e-commerce store owner who's looking to market your products and increase your sales using the power of Facebook and Instagram ads. But you have a small budget and you have never, ever created or edited a video ad before. And most importantly, you have no idea what video ads can succeed at driving traffic to your store and making sense? Well, the struggle is real. I have been working for years with small business owners like you. And I know how challenging creating good and effective video ads can be no more than ever, we do add are the most important elements in your ads campaigns. They can literally break or make your ads results. Hello there, I already have an e-commerce codes. And in this course, I'm going to show you step-by-step how we can come up with a creative strategy so you can source and produce creatives that cell. I will start the scores by explaining to you what a creative strategy is. Then I will show you that different steps that you need to take in order to create a powerful and effective creative strategy. Then together we will see how to define your customer avatars and how to come up with your brand unique selling proposition. And how to use these unique selling proposition in order to make your ads relevant to your potential customers. We will see how your ads must differ depending on the audience you are targeting and how familiar it is with your brand and your products. After that, I will show you sent and sense of ideas and inspirations that you can use in order to create outstanding video ads. Then we will move to the technical part and I will give you so many tips about how to shoot videos and how to source them. In this section, we will see together how to edit your video ads. You might have 0 idea about how to edit video ads. At most probably you are not interested in learning complicated software like Premiere Pro. That's why in this section I have included so many tutorials that will show you how to edit your videos using a very simple and yet advanced editing tool. The editing tool we are going to use is quite easy and at the same time advanced. So you can create video ads within minutes. We will finish this course by learning how to analyze your creatives performance. So you can know what are the things that you need to fix and optimized the videos must be a very big part of your marketing strategy. Whether you are going to use them for your Facebook ads, for your social media profiles. Learning how to create videos that cell is a very essential skill that you must acquire enrolled in this course today and start acquiring this essential skill. I'm pretty sure it will help you to increase your sales and make more money. Before moving to the next lecture, I want to invite you to do three things. First, I want you to follow me on Instagram because in that I share a lot of valuable content related to e-commerce. Second, I want also to invite you to subscribe to my YouTube channel, because in that I share very valuable tutorials and tips about e-commerce and how to increase your sales and so on. And finally, I want to invite you to follow me here on Skillshare because in this way you will get notified each time I publish a new course. If you are looking to get more professional help on how to run your ads and how to improve your business. You can always check the services I offer. You would find them all on my website. Or you can simply the AMI on Instagram and asked me about the services I offer. 2. What is a Creative Strategy: Hi there and welcome to this lecture. This is the first lecture in the course. And then this lecture, I'm going to explain to you what is a creative strategy and why it is important in order to create ads that convert. So we will start first by understanding what is a creative strategy. It says strategy that you use to plan, create, and test new creatives continuously. If you are going to use Facebook and Instagram ads in order to drive traffic to your store. You should be thinking about them as a long-term game. You shouldn't be thinking that I'm going to run ads for one week or two weeks and that's it. I'm going to stop after that. No. You should be thinking about any type of paid ads as a traffic source that you always need to optimize, test, and improve. If you are looking to create a sustainable business, you must diversify your traffic channels. So you must have paid ads, you must have organic presence in May marketing and so on. This is the only way that you can actually create a business that can live for years. So a creative strategy is important for someone who's looking at Facebook and Instagram ads in the right way. If you are looking at paid ads as a traffic channel that you want to rely on and you want to invest on, you must invest in new declarative strategy. Because now more than ever, creatives are the most important part of your ads campaigns. Why? Because creatives are the only part of your paid ads campaign that you can fully control. If you know a little bit about Facebook ads, you will know that you have so many options that you can choose between. But at the end, the only thing that you have full control of your creatives. Now, more than ever, unique narratives are very important and you must focus on one of the most important reasons why so many people succeed in Facebook ads, while others don't are the creatives. Many people use like very basic creatives with nothing special, with no strategy behind. And they fail because people while scrolling Instagram and Facebook, they need a reason to stop this crawling process. What should add and go to your store? Your ad has a very definitive, let's say, goal. It's to bring people, to move people from Facebook and Instagram toward your website or toward your stored. So you need to have a very good ad that make them stop. Take a moment, watch your video, go to the store, and hopefully at the end, buy from you. Now, he powerfully creative strategy should be built upon four different steps. The first step is research. This include market research and as well the brand history research. So if you have been running ads for awhile, so you already have some data to work with. I recommend you to go back to your ads manager and try to read the metrics to understand what kind of creatives work best in the past, for example, or what kind of creatives didn't work well at all. So you can learn and get inspired as well. In addition to that, you must do a market research. And I'm going to talk about that more through this lecture and also through this course. After that, you have the strategy. At this step, you need to put a plan of different creatives to test and collect inspirations. At the end, we are human beings. Some people are more creative than others, but at the end we need inspirations. And at this step we are going to collect inspirations. We are going to put a plan of the different angles we are going to test. Maybe the different ideas may be different, a way to sell our products. And we are going to collect inspirations. So we are going to have something to start to work with. I'm not saying we need to copy. People know we're not going to do that, but we need inspirations, maybe from our knees, maybe from other niches. But these are things that will help us to make our work more productive. After that, we have the production and the production. We are talking about writing the script, shooting the videos, editing them everything until we have our video ad, fine it. Okay, and then we have the optimization. And it's about analyzing the results of your ads to know how to improve and how to optimize. All of these steps are extremely important, and all of them will help you to create a powerful creative strategy. Let's start with step number one, which is the research. This step is meant to make you understand the market and your competitors. This step, you need to focus on several things. What you need to answer first, the most important questions, and they are, Who are my direct competitors? You need to understand who you are competing with. Because, because this will actually affect so much, you recreate the best strategy. Why? Because let's say for example, you figured out that all of your competitors are not running Facebook ads or Instagram ads. This might mean two things. Either you have a very big opportunity on those platforms because you have no competition. Or maybe it means that your products are not good for Instagram or Facebook ads because your audience are not on Facebook or Instagram. So after deciding who are your direct competitors, you need to ask yourself, are they running Facebook and Instagram ads? And then you can ask yourself the most important question ever, and it is, can I compete with them? And to answer this question, you don't need only to look at the prices because many people think that competition is only about the price. No. You need to ask yourself, can I create good creatives similar to what they are doing? Can I create offers and right, maybe landing pages in the same way they are doing. If you are able to compete with them, this means you have an actual chance of succeeding. Let's say, for example, you went to all of your competitors and you notice that all of them has something, for example, an offer that's unbeatable. For example, they are offering by to get one for free. You can't offer, you can offer this or you can't afford this. This is a bad sign because it means that it's hard for you to compete and doesn't mean that you need to stop. It means that you need to find something to compete with. It's not always about the price. It can be about the branding, the user experience, the product itself. We are going to talk about this and the next lecture. For your research. You are going to use Facebook ads library. And you can as well use TikTok creative studio in order to get some inspirations about your ads. But since you are going to run your ads on Instagram and Facebook, I recommend you to go first for Facebook ads library. I'm going to show you this a few seconds. And I recommend you to use TikTok and Google in order to find more competitors. You can do that using hashtags on TikTok or using keywords on Google. Facebook as I vary, and this is where you need to start your research. We are going to see how to use Facebook as I vary they to run in details through this course. But for now, I want to show you how you can start your research in here. This is a tool provided by Facebook, so it's 100% legal and you can definitely use it. When you go to Facebook ads, I really, you need first to choose the countries where you are going to see the ad. So in my case, for example, I want to see the ads in all countries. Then you need to choose the add categories, so it's all ads. Then you need to type your keyword. And in this section in here, either you type your competitors name or you type a keyword. Okay? If you already have a list of your competitors, you can start from here. You can start researching your competitors one after the other to make sure that they are running Facebook ads to see if you can compete with them. If you can create content similar to what they are creating, and so on, you can as well type keywords. So with keywords, you are seeing Some ads on the, this keyword and you can also find maybe new competitors learn and so on. Let me start by typing a keyword, or let's pick this one. Since this is already a brand that I used through this course as example. For this brand, these are all the running and active ads. When you scroll down in here, you start to see the ads that they are older. So the more you scroll down the older ads are, I recommend you to always start by checking the old ads because the ads are usually the best performing ones. That's why they are still running them. Swelling down further. You can each let's say all this ad, I'm going to scroll to the end. They have so many ads. So for example, this ad started running in 70th April. I usually like to find that they have been running for three months or four months, but depends on the brand. And then some brands do a lot of like have grade budget, budget budgets. Some brands have very big budgets too. Always like try and testing new ads. They have a very big library like this one, for example. Okay, when you continue scrolling, you will keep seeing all and all ads. You can do something in here. You can click on filter and filter the ads by the time. And you can filter by the language, the platform, and the media type. I'm going to pick videos since this is the main topic of this course. And in here I will go, for example, let's say 2022. But this time, let me start with the beginning of the beginning of 2022. So I'm starting in here and I'm going to click on apply filter. Maybe I can also skip the ads that they have been published in the last two months. So there are no ads. Let me remove the time filter and scroll down to see their creatives. Okay? Now for example, just by looking at these different creatives, I can notice that they are heavily using UGC. Video ads. Uses UGC stands for user-generated content. And they are ads that look very authentic and they'd say, and they look very similar to organic content on Facebook and Instagram. Nowadays, this type of creatives is very famous and we are going to discuss UGC so much ruining this course. So don't worry if you are not very familiar with this type of content, but it's something similar to this when you feel that the content is like a normal story or normal post on Instagram or on Facebook. The more you scroll down, the more creative you will see. When you are checking a competitor, you need to ask yourself, can I create content similar to this one? Can I come out with offers similar to these ones? Are my competitors, even running ads and so on. For sure, don't go too big competitors like if you are selling shoes, don't go to Adidas or Nike, go to your competitors who are more similar to you. And let's say they are at the same level or maybe a little bit advanced level than you, but don't go to the very big brands because they have different type of marketing because people already know them. People buy from them even without ads. So they have adultery, different kind of experience and kind of relationship with their customers and with that audience. Okay. After finishing with the first competitor, you can go in here, type more competitors names, or maybe type keywords and get inspired and learn. After the research you have the strategy. This is step is meant to make you come out with creative ideas that can work. You've done your research, you know what's working for your competitors or for people who are targeting your same audiences, are similar audiences. So you have a good idea about what kind of creatives you should be using, what kind of offers, but kind of language you should be using, and so on. At this stage, you must do something else. You must start by understanding, well, who are your potential customers? You must have a detained 360-degree overview of your customer avatar. You have to understand your products, key benefits. You have to understand your brand's unique selling proposition and you need to figure out their motivations and objections you'd potential customers might have before buying your product. And you must define your customer avatar problems and needs and find something that can set you aside from your competitors. Don't worry, we are going to discuss most of that through this course, but I'm going now to explain to you each of these points a little bit so you don't feel lost. When I talk about understanding your potential customers, it means that you need to ask yourself, who is the person? Who is my ideal customer? Let's say, for example, I sell vegan shoes. They are very stylish or eco-friendly. They are sustainable. So who are my potential customers in this case, my potential customers, or maybe vegan people or eco-friendly people, or people who are interested in sustainable fashion and so on. So I have a pretty good idea about my ideal customers or people who might be interested in paying an order to buy my product. If I am selling baby products, my potential customer, or mothers or fathers of newborn babies, if I'm setting for example, jewelry, is this. In this case, my potential customer can be woman who like fashion, or maybe they can be men who are looking to buy gifts. So when you define your potential customers well, you need to understand them very well. You need to be able to draw a 360-degree image of them. So you need to know what they are interested about. What are their values, their needs or problems, how we are going to address them with, with which language and using which angle. If you are setting mothers, for example, maybe you would use feared because mothers fear a lot that their kids or their babies will have anything, for example, any problem or they might get hurt or something like that. If you are addressing someone who's buying a gift, you need, for example, to tell them that you are yourself very unique pieces that can be returned or refund or exchanged. Because if you are selling or buying a gift for someone, you want, that the person who receives the gift be able to return it on exchange it. Maybe you also focus on the idea that you have a fast shipping so the gift will be delivered on time. After that, you need to understand your products key benefits. Actually, there is no clear timeline of which one of these points you should be starting with because they all work together. So sometimes, for example, while you are forgetting your product benefits, you will start to discover that your product might be appealing to a customer avatar that you didn't consider before. Benefits are the things that are, let's say the problems or the feelings that your product solve, solves to your customers. Each product has several benefits and you need to understand the key benefits of your products if you are going to sell them, People don't buy it because they like to pay money or because they like your product. They buy it because they like what your product does for them. They liked the feeling your product helps them acquire. They like the experience your product helps them live. So if, for example, you sell a planner, your customers are not interested about the papers. They are interested about the experience they get after using the planner, the result they get, the person they would be after using the planet. After that, you need to figure out the motivations and the objections your potential customers might have before buying your product. This is actually very important because maybe there are many things that might, that might motivate people to buy from you. Maybe because you are using organic products, are organic ingredients and everything in your store is creatively and it's eco-friendly and so on. But at the same time, there might be many things that can be a problem for your customers. Maybe they have so many objections that you are not sure about. If you are selling shoes, for example, the size can be an objection because I'm not pretty sure that I'm buying the right size. Maybe for example, in this case, you need to offer free return or exchange. So people wouldn't mind taking risk and ordering the wrong size. After that, you need to find something that can set you aside from your competitors. If you can't find something that can set you apart from your competitors, it would be very hard for you to succeed. Okay, you should always think about something about a, let's say maybe a unique selling proposition about an offer or maybe a specification about your product. Or maybe a way that you are positioning your product that make your brand different from everyone else. Okay, we are going to discuss this more in the next lecture, where we are going to discuss the unique selling proposition. But this is a very important point that many brands mess. Even if you are looking to drop ship your product, even if you are not creating the products yourself or you are not blending them. Also, you need to find a way to make the experience with your brand on your store different from other competitors. So now you know the importance of figuring out who is your customer avatar or who are your potential customers. This worksheet will actually help you to understand what kind of information you must know about your customer avatar. Let's say for example, you sell baby products. In this case your customer avatar or avatars, or mothers or fathers of newborn babies. But in some cases, your customer avatar will not be as clear as that. Maybe you sell it much simpler product. Maybe you sell, for example, some kind of drink or maybe you sell a planner. In this case, it's hard to figure who are your potential customers. What I do usually is that I go to my competitors websites. I go to Amazon and I read the reviews and I tried to figure out what kind of people be interested in my products. So I'm gonna give you an example. I was once working for a client and he was selling some kind of a sachet For drinks. So you put the sachet ingredients over the alcoholic drink and you will have something similar to a drink that you can buy at the bar or something like that. So our potential customer, The first one we had in mind was, for example, people who like to go outside and drink, but they are not able at the time because they have, for example, maybe babies. So we started targeting newborn parents that they are interested also on drinks. Then after going to Amazon, for example, we figured out that also people who do hiking and camping are interested in a product similar to ours, because when they go outside to the nature and they steep and there they like to enjoy a good drink and they can't prepare it simply because they don't have all the ingredients. So our product is a good match for them because they can use it to enjoy their drink. So as you can see, sometimes it's hard to figure out who are your customer avatar or let's say it's not that clear. In this case, I recommend you to use Amazon Facebook ads library. I'm website, your competitors websites, even your old customers, in order to figure out who might be your potential customers. When you do that for each of your customer avatar or avatars. When you do that for each of your customer avatar, you need to fill all of these information. So you need to be able to know everything about them, their age, their gender, where they live, what kind of desires needs, fears, challenges do they have? Also, you need to think about what kind of objections and motivators they might have regarding your products. Also, you must do your best at replying to all of these questions. Reply to these questions will give you a better idea about your potential customers. Let's say for example, I'm selling a vegan shows and my potential customers, this customer avatar that I'm working on is a vegan man, okay, in this case, I need to reply, for example, to this question, does your avatar is a special kind of food? Yes, my avatar doesn't eat meat. So maybe while creating my ads, I would be targeting my ads towards people who don't eat meat, towards people who eat food. So I would use some specific brands that they are only meant for vegan people. So for example, we will begin people like dogs. So maybe I will have a dog in my video ad. Maybe vegan people, for example, are minimalist and the way they, they, for example, put on clothes. So I need also inside of my video ads to make my model where minimalist, minimalist close. So you need to think about your potential customers and you need to make your ads a very irrelevant to them. If you are targeting, for example, women over 50 years old in your ads, you should be using a model in her fifties or forties because you need your ad to be relevant to your potential customers. If you are selling something for moms, inside of your ads, you need to be showing a mother or maybe a mother with a baby, because you need your ads to be relevant to your potential customers. You need them to feel that they are involved, that there's this thing that they are seeing is actually relevant to them. They can feel it, they can feel the problem and feel the solution you are offering. The more you understand your customer avatar well, the better you can be at creating video ads that actually makes sense to them and make them stop scrolling, watch the video and go to our website and buy from you. I will be linking. I will be linking to this worksheet and the references of this course. So please don't forget to download it and to use it in order to understand more your potential customers. Now we've reached the step number three, and that is the production. The step covers all the different elements that contribute into creating video ads. At this stage, you must decide the different angles you are going to test your ad script, figured out who are the people to shoot the content for you. So maybe you need to hire some content creators. Maybe you are going to shoot the content yourself and so on. Then you need to shoot the content and edit the video. So after that we have the optimisation. So we have run the ads, and now we need to start to measure the creative success. This step, you will start analyzing the performance of duty creatives using Facebook metrics. These metrics will help you optimize the components of the creatives. We can learn, optimized, and test. Again. That's it for this lecture and the next lecture we are going to talk about your brand unique selling proposition. So stay tuned and let's meet in the next lecture. 3. Understand Your Brand's Unique Selling Propositions (Skillshare): Hi there and welcome to this lecture. And this lecture we are going to understand what are your brand's unique selling proposition? All we are going to see how to create some unique selling proposition for your brand if you don't have any yet. So let's start first by understanding what is a unique selling proposition. This is the most important thing that makes your brand better or different from your competitors. For example, if you sell shampoo, handmade shampoo, your unique selling proposition could be that all of your ingredients are organic, so you sell organic shampoo. In this case, this is your unique selling proposition. This is something that sets aside from your competitors. It's your number one competitive edge and what makes people choose your brand? I'm buying this shampoo because it's made of 100% organic ingredients. I'm buying this shampoo because it tastes 100% vegan. And buying this shampoo because it is 100% correlative free and so on. So you need to think about your brand unique selling proposition. You must find something that can set you aside from your competitors. Your unique selling proposition should first answer the most important question your potential customers might have, and it is what set you aside from your competitors. If I'm selling, for example, baby bottles, I should be able to find something that can set me aside from everyone else who's selling baby bottles. So maybe I'm setting a unique baby bottle with a unique technology, or maybe I'm selling a very, let's say eco-friendly maybe button and so on. Also, your unique selling proposition should be irrelevant to your potential customers. If your potential customers are mothers, you need to think about what they care about and offer them a unique selling proposition that's relevant to them. How relevant your unique selling proposition to your potential customers will differ depending on your brand, your potential customers, and so on. But you must find something that your potential customers care about. After that, you need to know that your unique selling proposition should be very focused and easy to understood. Because you need people to understand what your brand is about without burning so many calories and thinking so much. And I'm going to show you some examples to get inspired. So this is from your hair. It's a very famous hair products company. It says, let's say clean products, cream, shampoos, conditioners, and so on. And as you can see in here, that unique selling proposition is very clear. Naturally powerful, naturally powerful hair repair. So their products are natural, they are powerful and they repair the hair. As you can see, they said it all in a few words. This is also from their website, clean, high-performing ingredients, personalized for your hair type. So they told me that all of their products are clean because they are organic, they are high-performing products because they have high performing ingredients and they are personalized for my hair type. So they have collections that cover all the hair types. Your unique selling proposition is an idea that you need to keep repeating inside of your website, of your marketing strategy, of your messages everywhere. So as you can see for your jaw, for example, they have this on the homepage and they have also this on the homepage. And if you go to their website, you will see a lot of places where they have repeated their unique selling proposition because this is what set them aside from their competitors. And they wanted to focus on this idea and reflected in as many ways as possible. So that unique selling proposition as confident can be proved and unique and specific. And this is exactly what you should be looking at. As you can see, the language is extremely simple. I can simply understand what this is about. I can understand everything. It's very direct, very clear, and very straightforward. Now let's see this example from mud water.com and let's do a little bit your new morning ritual. Meltwater is a coffee alternative made with organic ingredients. So this is their unique selling proposition. They are, their product is an alternative to coffee and it's made of organic ingredients, and it has only 1 seventh of caffeine in a cup. So they are promoting this product. They are marketing for this product as a product that fits for morning routine and even for nitrogen because it doesn't have a lot of caffeine and it can replace coffee. In here. If you go down and read more details, you will see what I'm talking about. The same rule. Apply too much water. The unique selling proposition is confident, can be proved unique and specific and I can easily understand it. You should be looking to create something like that. Now I'm going to say brand, this is a vegan shoes brand. Actually, they have deflected that unique selling proposition on their store using, for example, these two sections. First, they always focused on the idea that shows a vegan bio-based shows. This is very clear, very straightforward. Also that they collect money from their profit. They take a part of their profits in order to plant trees. And they are showing us that they have planted this much threes. Also their unique selling proposition is that they are vegan brand that cares about the nature. So they take a part of the profit and they put it into plants for anyone, for any vegan person, this means a lot because you can, people care about the nature, they care about the planet, they care about trees and so on. Okay, Also in here, everything is confident can be proved unique and specific. You can also think about your unique selling proposition as a competitive advantage that gives your brand unique position in the marketplace. So for example in here for say, that unique selling proposition, what set them aside from other competitors is that they are taking a part of their profits and paying to plant trees in here for mud water. That uniqueness is that they are providing a product that's an alternative for coffee and it has a very low amount of caffeine. If you go to your hair, they are offering cream shampoos, but they are at the same time powerful. Their customers, for example, are people who care about their health. So they need good products, cleaning products, but they need also to have products that they aren't effective. And that's why they are focusing on the main two ideas. The products are clean and at the same time they are powerful. It's not, it's not enough to have cleaner products. They must be powerful because as a consumer, what I care about is the end results I get. I'm buying organic shampoos because I care about my health. So yeah, I need the products to be cleaned, but I need them also to be high-performing. And that's exactly what they told me in this unique selling proposition. They told me that their products are clean, they are very powerful, and finally, they are personalized for my hair types. So whether I have a fine hair or curly hair, I can find products for me. So I recommend you to think about your brand very well and try to find something that can set you aside from your competitors. If you are looking to create a real business, a sustainable business, you must find something that's set you aside from your competitors. There are other, there are also other unique selling propositions that you can consider. Many people don't consider these as unique selling proposition, but I like to consider them so we don't forget about them. First we have the phase shipping. So if you add free shipping, you are offering free shipping and your competitors are not offering free shipping. This could be a good advantage for you, but it's not enough. You must have first something that set you aside. But you can back up your unique selling propositions with these ideas. You have also that guarantees. So for example, you can tell your customers or your potential customers that they can return the products if they don't like them. And this is a very important point because many people are afraid of investing on something and finding out it's not good enough. So offering guarantees, free returns will help them to make up their mind and theme, feel more secure while buying from you. And finally, you have the special offers. If you are offering by to get one and so on. I won't repeat. These are not enough if you are looking to create a real business. But these can back up your unique selling proposition and give you a better competitive advantage and help you to make your ads perform better. So that's it for this lecture and the next lecture we are going to understand who are your potential customers. So stay tuned and let's meet in the next lecture. 4. Understanding What a Customer Avatar Mean: Hi there and welcome to this lecture. In this lecture is about understanding what a customer avatar means and how to create your product. Customer avatar or avatars. When defining good avatar is about defining your potential customer or customers and understanding them well. The first step to understand your product case for some products, defining the avatar is very simple. For others, it's much more complicated. Let's, for example, say that you are selling pet accessories. In this case, you'd avatar is very well-defined. You are targeting pet owners or maybe people who are interested about gifting pet accessories, but that's it. Your main potential customer, your main customer avatar, or pet owners. Now, if you are, say for example, coffee alternative made of healthy organic materials, like mud water for example, the avatar is not clear and your job is to find the multiple avatars who might be interested in this product. I can directly say you are the people interested in a coffee alternative. I need to think a little bit about it. And here are some examples. Examples. So maybe your potential customers or people who like hot drinks, but needed, but need 0 caffeine drinks for a medical reason or maybe for a personal reason. This is something that you need to research more. Maybe your potential customers are people looking to boost their immune system because they do, for example, a lot of running or something like that. They suffer from a lot of surgeries and so on. In this case, my drink could be very good for them. For a product like this one, I truly recommend you to go to your competitors, to go to Amazon, to read the reviews, to go to Social Media, see what kind of people are actually interested about your competitors products. In this way, you will know who are your potential customers. Also inside of Facebook ads. While you are checking the videos, you can see what kind of models or shooting the videos and you will know who are the potential customers by reading the captions, by checking out the videos, sometimes they simply call them out. So maybe you will find an ad saying calling out all athletic people. In this case, you will know that I think people are actually interested about a product like this one. So let's say, for example, I'm selling a product that let's say for example, this is my comparator website. Okay, I'm thinking of this as a random example. I went to their website and I was checking the product page, reading reviews and so on. And why? Explaining this, I found this section and this section, for example, they are stating clearly, who are there potential customers because they are talking about achieving the goals. And they are addressing two types of people. First, people who are interested about muscle gain and performance. So they are talking about people who are interested in sports, gaining more muscles and so on. And here they are talking about weight loss. So these are the two potential customers of this brand. They think that this product can be sold to these two types of people. When you do your research, you will stumble upon many signs that will show you who are the potential customers for your brand. So do your research, go to your competitors websites, go to their Facebook. As I've already check out their ads, learn more about them and you will figure out more avatars and maybe you will figure it out your main customer avatar. Also, as I told you before, Amazon could be a very good place to start with after defining who your potential customers or you must understand them very well. And this worksheet will help to exactly to do that, remember, you need to read the different pages. Try to reply to as much questions as possible. And in this way, you will be able to know if potential customers very well, you should know them to the extent of knowing yourself because in this way you will know how to talk to them. Mothers thing in a different way than, for example, people who do workouts. Fathers thing in a different way than maybe people who run. So each person is different. Teenagers are different than adult people. Aged women are different than women on their 30s and so on. So understand your potential customers very well in order to be able to speak them in the best way possible. So that's it for this lecture. So that's it for this lecture and the next lecture we are going to talk about how to break down your avatar objections and motivators. So stay tuned and let's meet in the next lecture. 5. Break Down Your Avatar Objections and Motivators: Hi there and welcome to this lecture. This lecture we are going to uncover your avatar's objections and motivators. When objectives, objections and motivators, it's about all the possible things that might encourage or prevented people from buying your products. So you need to think about what are your biggest opportunities to convert people into your customers? And what are the biggest objections that might face your potential customers? Let's see some examples. So going back to the coffee alternative example as objections, we might have the following. Not sure if it's worth it, not sure of the product quality, not sure if it will taste good. I'm not sure if it's really organic. So as a consumer, I might have any of these objections. And as motivators, I might have the following. It's easy to carry and use. It has 0 carbs, 0 calories. It's made out of natural ingredients, and it's healthy and organic. So your job is now to think about all the objections and do your best to fight each one of them. So for example, if we are not sure about if it's worth it, we need to fight this objection. How would we find it? We fight it by adding a lot of social proof or work, for example, by showing them how much a serving with cost, maybe our product is very concentrated. So if we study they're serving price, it would be way cheaper than their competitors and for their product quality. Also, for example, reviews and testimonials can be very good for the taste. We need to add reviews and maybe videos of people trying the product and the viewing the same exact point, the taste. Maybe for this exactly, we can offer a return policy where we say, If you don't like the product, you will get all your money back. So people will feel okay I'm gonna buy the product because if I don't like it, I can get my money back. And finally, if the objection, for example, it's about making sure that the product is really organic. We should be showing the certifications, maybe the ingredients, certifications and so on in order to prove that we are actually organic, that we are actually selling organic products. Now for the motivators, we need to point out them more and more. If our product has 0 carbs and 0 calories, and our customer avatar cares about losing weight or gaining weight. This case, we need to focus on the small. Include this so much in our website, so much in our copies and our video ads and so on. Same for any other motivator we have so far the objections. We must fight them. For the motivators, we must point out them more and more. Now we are going to see him more objections. Now we are going to see more objections and motivators. Some of them are very common and some of them are specific for some niches. But just to give you an idea about how to work with the objections and motivators. So the first one, objections are coming. Actually they are the price and the quality and you find them as I told you, either by showing that your prices better or by providing social proof of the high-quality UI providing. Then after that, we have, for example, not sure if it will last. If your IY ensures that could be an objection because people are afraid that the quality is not good enough. So maybe for example, you include images or photos and Europe's outside showing the product after one year, two years and so on. Maybe inside of your ads, you include Eds, testimonial ads where people are talking about for how long they have been wearing the same shoes. So in this case, you will be fighting this kind of objections. After that, you have not sure if it will fit in my place. This could be an objection for anyone telling home decor items. And now they are fighting this objection by providing some, let's say, smart intelligence options. Like if you go to ikea, for example, using your phone, you can try some products directly in your space. So you open the camera and you can see, for example, a table inside of your space. Make sure it will look nice and so on. This is something advanced and you need to invest money on it. But this is a way to fight this objection. For example, if you want to make it simpler, you can provide very detailed the dimensions and your website maybe allow people, maybe include very detailed size charts and your website allow people to exchange the items if they are not fitting well and so on. Not sure if I will know how to use it. You can find this objection by giving maintenance guides, how to use guides and so on. And by, by making educational video ads, the more ads where you show the audience how to use the product. This is very actually useful and effective if your products are complicated or if they are very new. And find any, for example, we have not sure of the size. And in this case, you can offer free return and free exchanges to fight this objection. Type of motivators that you can use and you can create, invent inside of your store are the following. Limited collection. So people usually when they feel that something is limited, they feel more motivated to buy it because this will make them more special. Then you have look good and stylish. This is also a motivator. You have sustainable and eco-friendly. Now this is very friendly. People are getting more and more about planet, nature sustainability and so on. Also, you have not tested and animals refundable and exchangeable and unique handmade pieces. These are all like general examples that you can get inspired from. There aren't many other objections and motivators out there. Just research more your product reviews. Listen to your customers, to all customers and you will know what are the objections and motivators your potential customers might have. Let's say this example. We are going to talk about a product that's the coffee alternative. That motivator for my customer avatar is the following. I'm gonna caffeine free diet, but decaf coffee contain at least 10% caffeine. So I'm someone who's trying to cut out caffeine from their diets. And I like to drink a hot drink in the morning that's similar to coffee but without caffeine at all. Now, what are the benefits of my products that they are relevant to this specific customer avatar? They are the following. Our drink tastes better than coffee, has 0 caffeine and 0 calories. So first I have claimed very well that my product can be an alternative to coffee, and it has 0 caffeine, so no worries. And also 0 calories contains ingredients that support a healthy immune system, promote natural energy and antioxidants to stabilize metabolism and enhance mood and energy. Why I'm talking about all of that? Because people who drink coffee, caffeine, who drink coffee, they drink it because they need more energy. Caffeine is very related to energy to waking up to people when I sat in here that my product and hence mood and energy in this case, I have replied to this objection. Well, yes, you are replacing your coffee with a 0 caffeine drink, but at the same time, it's going to give you energy and it's going to help you to stabilize you and metabolism, which is one of the reasons why people feel sleepy. So for sure, don't claim something that your products can do. Your benefits should be authentic and truly something your product can achieve. I ended this body. It's 100% organic and that is 0 sugar or no sweeter sweeteners added. Now, I'm going to sell my product. So I'm going to sell it this way. The number one coffee alternative with our special drink, remain calm, alert, and sharp, but still able to fall asleep at night. So I claim that my product is a coffee alternative. It's a special drink. It will help you to stay calm, but at the same time, alert and sharp. So it's giving you the benefits of caffeine without actually giving you the bedside of caffeine. So I'm not feeling alert. I'm not feeling alert because of the caffeine. You are still can, but you have energy and you are able to sleep at night. So whenever you are thinking about motivators, think about emotionally motivators because when people are emotionally very connected with your product, it's easier to satisfy them. And this chart in here shows you the relation between that customer value and relation of how satisfied they are and how they are connected emotionally to your products. There is a study made, I guess by Hartford, who study made that showed these emotionally motivators, these different emotional motivators in here as the top motivators that push people into buying. So I recommend do while you are considering the different motivators, your customers avatar might have to consider all of these motivators and here and the tracks use them because as we have seen in the previous slide in here, emotionally motivators are very important. That's it for this lecture and the next lecture, we are going to talk about how creatives change depending on the final step. Next lecture is extremely important. So make sure to watch it. See you there. Bye bye. 6. How Your Ads Differ Based on Your Audience Level of Awarness: Hi there and welcome to this lecture. In this lecture we are going to discuss how you add differ based on your audience level of awareness. In this lecture is extremely important, so I highly recommend you to watch it until the end. For any business, we always have three different steps on the sales funnel. We have first the top of funnel step, then we have the middle of funnel step, and then we have the bottom of funnel step. That TOPO funnel step is the step where we are trying to acquire new customers. We are trying to spread brand awareness. We are trying to get people to know more about our brand and our products. This stage, we target called audiences. People who have no idea about our brands are our products. So we call this stage prospecting because we are doing our best to get more people to know our bread. Well. Usually when you're running ads, top of funnel is the most important stage because this is where you would be putting most of your budget because you are working on driving more traffic and spreading more brand awareness. Then you have the middle of funnel. It's where you only target people who are already a little bit familiar with your brand. So maybe you retarget people who already, for example, follow you on Instagram or already comment and like your posts and so on. At this stage, your job is to reach out to people who already interacted somehow with your brand. So we called those audiences, warm audiences, not called audiences like in the top of funnel, because those audiences already have a little bit, let's say knowledge about what you're, what you're selling. Then you have the bottom of funnel. And at this stage we did target people who showed very serious action toward buying from us. So either they added to cart and maybe they already purchased something in the past, or maybe they already initiated checkout. And so on. The top of funnel, we target called audiences. And the bottom of funnel, and the bottom of funnel retarget hot audiences and in the middle of funnel retarget warm audiences. If your business is still small and you are just starting out, you can combine them middle of funnel step with the bottom of funnel step and only have one campaign for retargeting. So you have one campaign for prospecting and one campaign for the targeting. And since the audience you are targeting at the top of funnel is different than the audience you are targeting at the middle of funnel or the bottom of funnel, your ad should differ because people at the top of funnel campaign, people who are targeting at the top of funnel campaign need a different type of information about your product. They have different kind of experience with your brand or your product. They actually have 0 experience where compared to the middle of fun and people are the bottom of fun at people, they already have some knowledge about your products so you can target them in a different way. Let me show you this, we can understand more. So at the top of funnel, we are targeting called audiences. I would meet objectives. Here are to grab attention, build awareness, and to create intent. So we are reaching out to people who don't know about our products before, never heard about our brand. They are totally new cold audiences. So we need to focus on the end result and the solution your products offered. And this is how you should be creating your creatives. For this stage, you should be focusing on showing the solutions you are offering or maybe the benefits and so on. Then we have the middle of funnel. And at this stage, you should be fighting objections and building up trust. So you need to focus on offering social proofs, comparison, for example, between your brand and other brands. And you can also offer product demos to explain to the audience how to use your product. Then you have the bottom of funnel. And at this stage you either want to convert this audience or you want to retain it. So if you are targeting your customers, you want to retain them. But if you are targeting people who added to cart, you want to convert them. And this case you need to focus on offering social proof in order to build up trust. Or maybe you can offer a discount. And if you are doing retention, you can offer reefer refilling ads or cross-selling Eds. Before seeing some example, I need to explain something. On average, a person need eight different touch points in order to buy from you. So an average person needs to see your ads are to interact with your brand eight different times before buying from you. So realistically, it's very hard to convert the people at the top of funnel stage. So if someone so you'd add for the first time, it's very difficult to convert them to buy from you. That's why having retargeting campaigns is extremely important. You can create the different touch points also outside of Facebook by doing email marketing, by doing maybe ads on other platforms, or maybe by publishing posts and content on Instagram and Facebook. But you need on average, eight different touch points to make someone buy from you. Your top of funnel campaign is extremely important, but as well, you're retargeting campaigns are extremely important. These are some examples of top of funnel EDS. Let's start for example with this first one. This one is by mud water, but water is a brand that has an alternative for coffee. As you can see, they are starting this ad with a very smart hook. There is 0 caffeine. And they are, and as you can see, they are starting this ad with a very smart hook. So they started this ad by calling out people who suffer from this problem. They said, sleepless nights where you wanting my life. So for anyone who suffered from simplest nights, this hook can be very attractive and I'm pretty sure they are doing their best to target people who suffer from this problem. They didn't start that ad by showing the product because they are targeting audiences. So if they started with the product, maybe it will not make any sense for the audience. So started with, so they started with something that makes sense to the audience. Then they move to talk about the product and linking it to the problem and offering it as a solution. Let's see the act together to understand more. So as you can see, they showed up. They started with a product that, so as you can see, they started with a problem. Then they offered the product, which is the solution. Then they explained how this product is a solution. Okay, if you move, for example, to this ad, This is a tutorial ad where they are showing how to use this makeup kit. This is also another type of ads that you can use for that acquisition campaign. And in here also this is a, this is a small video which is a also a demo video. Okay, so these are some ads that you can use for top of funnel later in this course, I'm going to give you a more inspirations about ads that you can use for acquisition. Then these are some examples for middle of funnel campaigns. As you can see, this is also an ad from mud water and I guess it's a retargeting ad. And British with action that is a retargeting ad because it started directly by talking about the product. So it's made as if the person is seeing, are watching this video already know what mud water is. Let me show you. So they started with the question. And the question is very related to the product. This means that they are speaking with someone who already know what, what, what what meltwater is. Okay. They started with this question, then they explain the benefit of mud water, the ingredients and so on. So as you can see, there is a huge difference between this ad, which is meant for people who are already familiar with meltwater. And the first ad we have seen where they started with a hook that's relevant to the audience. And you need to do the same thing with your ads. You've top of funnel add should be different than your retargeting ads. Because in each of these campaigns you are targeting totally different people with different types of experience with your brand. This is also a very smart ad. By the way. This is an ad for a lipstick. And I guess it is a retargeting ad because it finds a very important objection. It shows people that if they go to the store, they can try the lipstick directly and see if it's good for them. So this ad fights the objection of having the wrong color along the wrong lipstick color. It's a very smart ad for retargeting because it starts directly on the store. So people who are seeing this ad must have a little bit some experience with that brand to know what this brand is about. And as you can see, it fights the objection in a perfect way. It shows them that when they go to the store, they can start trying the different variants and they can pick the right variant for them. So as you can see, these are two very smart examples of retargeting ads. These are some also retargeting ads. This one can be also used for retargeting. We have seen this one before. This one, it's an ad with a testimonial. So we have the video testimonial and next to that we have written testimonial. This is also a very smart type of ads that you can use for your retargeting campaigns. You can do a collection of reviews like in here. So I'm indifferent woman using the same lipstick and how it suits all of them. And you can also do one long review video from one person and so on. But I guess for this branch is they want to prove that their lipstick works for any skin tone. This is a perfect type of retargeting ads. These are also some other examples of retargeting ads you can do. In here we have, let me restart this video in here we have an unboxing video, as you can see, showing the product with all the details. And here we have, I guess this is a demo video showing the product and process plus any view. So she shows how to use the product and the viewing it at the same time. And then here we have a long video interview where the woman is reviewing the product itself, a type of video of review. If you move further in here you can see she's talking about this product. It's around one minute. These are also some examples of ads that you can use at the bottom of funnel if you are targeting all customers. So this is an example of a refill add, and this is an example of a discount for cross-selling subscribe and saved for all customers. Okay, so that's it for this lecture and the next lecture we are going to see how to do your market research and how to get inspired in order to get out with smart ideas for your ads. So stay tuned and let's meet in the next lecture. 7. How To Do Your Market Research: Hi there and welcome to this lecture and this lecture, I'm going to show you how to do your market research and where are the places where you should go and search for inspiration? The first place you should ever start with is Facebook ads library. Since we are running ads on Facebook and Instagram, this is the most important place to go to. Facebook. Ads library is a free tool that anyone can use. And inside of it you can find all the available ads, running ads for any brand you want to know about. You can search by the brand name, or you can even search by the keyword. In here, if I type, I can type the brand name or I can type the keyword related to my niche or keywords related to my niche. Okay, Let's, for example, try any of my previous search histories, starting with this one. So this is the Add Library in here. And I'm tuning to see as in all countries, and I'm seeing all types of ads, and this is the brand I'm searching for. Okay, after that, you can inherit filter the results by the language, the platform, the media type, and the date. Whenever you are checking out ads, it's very important to always look at the oldest as possible, because the oldest ads are usually the best-performing ones in order to find them, either you filter in here by the time you can continue scrolling down until you find the oldest ads. Okay, when you are checking the Facebook as I read, what you should be looking at are many things. First, you should be searching for different possible customer, customer avatars. They are targeting an audit to know who are the customers avatars they are working on. You can check out the models they are using because let's say for example, in all of their ads they are using a woman in her 50s. This means that they are targeting this audience. Women, woman in the fifties and all the ads you are seeing athletic people or people who run. This means that runners are there potential customers. So if you aren't a bit, Maybe not sure about your customer avatars. This is a place where you can get a truly inspired and maybe find the new angles about your products that you have never considered before. As I told you, the first thing I recommend you to look at is or are the customer avatars and you find them through checking the photos and videos and trying to understand what angles they are using to sell the products. Okay, Let's try to do this exercise. I'm going to try to filter those results via videos. So from here, I'm going to choose videos and I'm going to apply the filter. So let's play this first video in here. So the customer avatar seems like a man. It's meant for people who I guess go out because they need equivalent. Let's try another one. Let's try this one, for example. As you can see, they are using this Add to advertise to the mug as a good fit for someone who likes to drink coffee outside of home. These are their potential customers. While for this product exactly because it's like a product that anyone can use. Maybe you aren't going to find very precise customer avatars. But for some products where the product is more niche, you can find more precise customer avatars. Okay, Let's go scrolling down, find other options in here. So for example, here they are showing how to wash the product. I guess. They are showing that the whole kit can be cleaned inside of the house. Scrolling down further, I guess this is the founder and by the way, founded ads are very smart because usually they are very authentic and people like them. Okay? More and more ads. Let's see this one for example. Okay? So it's obvious that they are advertising for this product is a good option for people who like outdoor activities. It's actually a product that fits this audience. They are doing a very good job at showing an end that actually makes sense to those people. Okay? So as you can see, listen up, because this is one thing. Everybody needs the most epic back backpack, Will it ever? The backpack is the word is first stainless steel blablabla. Okay. So it's very dedicated for people who go outside and lake like outside lives. If you scroll down, you'll find more and more ads. And from there you can get inspired about the avatar. And not only, only about Avatar, The only other things I need to search for or the language they are using and the benefits they are they are using to sell the products. I know that you know your products well, but sometimes it's hard to figure out what are exactly the benefits that people care about the most. So doing this exercise, going through your competitors pages to checking out the ads. Help you to find some new ideas. Maybe for example, you would notice that your competitor is selling, is heavily selling your product as it gifts. So maybe you haven't considered that gift angle before. Or maybe you would notice that, for example, for this product that your competitor's advertising this product for campus. So in this case may become purse is a good customer avatar that you've never considered before and so on. Well, when you are doing this research, there are many things that you should look at. You should look at the customer avatar, the language as their media type they are using. Are they using only photos? Are they using lifestyle photos? Are they using? Surely they are long videos, GC content? Are they using slideshows? Are they running? For example, offers promotions? What kind of, as I told you before, angles they are using and so on, you need to dig deeper into the Facebook ads library to all of your competitors and learn from them. This is the best way to minimize your costs by learning from other people. It's hard to guess or to figure out what are the creatives that are going to work and it's hard to come out always with good ideas for your creatives. That's why I always start by doing a very detailed market research, by learning from your competitors and trying to be better than them. If, for example, you will ended in here and you notice that all ads or UGC content, and I'm going to talk about UGC later on. But they aren't as those the ads that look like authentic, normal posts from Instagram and Facebook done by normal people. This means that you must use UGC content if all the content of your competitors are photos, that means that photos are your best content. If you went to Facebook, as I already, and you'll notice that your competitors are not running at, that. Maybe Facebook is not the right place for you. Maybe you have a very big opportunity there because your competitors are not investing in Facebook. So there are many things that you can learn from Facebook ads. I really can help you with the ad copy the angles, the creative styles offers also. So if all of your competitors are offering, for example, free shipping for returned stuff like that, maybe you need to offer this at, so this 13 searching inside of Facebook ads directly. There is also another place that I think it could be great for you to get inspired from TikTok creative studio. And I'm going to show you the details and the examples in there. So TikTok creative center, as I told you, is the second place I want it to go to. Tiktok adds a little bit different than Facebook and Instagram ads, but you can still create a video ad that can work well for Facebook and Instagram and also TikTok at the same time. Okay, So when you go in here to inspirations, under this, you go to top ads. And then here you can see the top performing ads by industry and by campaign objective. I'm going to choose convergence because this is what we are looking for. And then here under industry, you can pick your own industry. Thing is on TikTok. Way simpler than Facebook when it comes to industries and interests. So for example, let's say we are doing food and beverage. I'm going to choose this one. So I'm saying everything under this. If you click here on the arrow, you can see all the subcategories under food. And I have chosen all of them. And I will click on Search. So now I'm seeing the top performing ads. I'm not sure why this happened. Okay. Okay. So now I'm seeing the most performing ads on the food and beverage industry and aiming for conversions. I can hit filter by region if you wish, but I'm not going to do that. You can start watching these ads and get inspired. Maybe if you are selling, for example, drinks, non-alcoholic beverage like this one, you can get inspired from this and so on. You don't need to find exactly your competitors in here, but you can learn from other people who are in marketing for your same audience or marketing similar products to your product. You can go in here and play around with different industries. Maybe if you are setting, for example, skin care, you can look at shampoo ads. If you are selling baby bottles, you can look at Toys for babies, ads and so on. You can't find a lot of ideas and inspirations. As I told you before, TikTok adds a little bit different than Facebook ads, but at the same time, the same ad copy should be working for both platforms. Tiktok has different styles, maybe sometimes different trends and stuff like that. But the idea remains the same. When you know how to create good with the ads, you will know how to create them everywhere. But TikTok as a platform is different from Facebook and Instagram. And the audience of TikTok might not be the same Odysseys S, facebook and Instagram. Let's way sometimes an ad might work on TikTok and might not work on facebook and so, and vice versa. So you need to test and learn whenever you are doing your market research, I always recommend you to collect your finding inside of an Excel sheet and keep this information for you to use in the future. Go in here, type all of your competitors names. If you don't know who your competitors are, you can always google, type your main business keyword and find people who are advertising on Google or new brands who are setting on Google and go and search them inside of Facebook and Instagram. And he'd collect the information about the brands and your knees, put information about their website, their Instagram, about their ads, everything else if they are running ads or not, and so on. Then in here, fill out the information about the ads. So collect and collect them here they're best-performing ads and put information or let's say you are comments on the copy types that creative side, the hooks they are using, that unique selling proposition that offer the special words that are using. Helpful how long this ad has been running and put other comments. Well, this important because if you notice, for example, that after doing your research that all of your competitors are offering free shipping and they are always using the gift and gives us that hook or they are using also, for example, the same hook which is related to the problem solution. We are going to talk about hooks in a later lecture in this course, but the idea is collected the information in here. So later on when you start putting your strategy and you start sending your products to everyone shares, or you start to creating the content, you would know what's working the most in your niche and what you can work for you. Okay, So collect the information, keep it in the same place. They can read and analyze and decide what kind of creative you are going to use and what kind of models, customers, avatars when you extending positions, offers and so on. You need also to use inside of your strategy. So that's it for this lecture and the next lecture we are going to talk about the adequate at the formula. So stay tuned and meet me in the next lecture. See you there. Bye bye. 8. The Ad Creative Formula: Hi there and welcome to this lecture. And this lecture we are going to talk about the ad creative formula. We are going to see how to create ad that can sell. Well, in order to create a good ad, you need always to do these three different steps and you're inside of you that you should always start with a hook. The hook is something that can stop people from scrolling and it should happen within the first three seconds of your video. Well, remember, while browsing Facebook and Instagram, people are doing something else. Either they are watching Netflix or they are working, or they are talking with someone else. So you need to create something that's very visually attractive or that's very relevant to your potential customers in order to make them stop scrolling. What should we do and continue watching it until the end. So your hook is extremely important because depending on these first three seconds, many things will change. That's why whenever you are creating creatives, I always recommend my clients to change this three seconds by creating multiple alternatives. So we create the video first. We create multiple alternatives, alternatives. So we create the video first, then we create multiple alternatives for the first three seconds and under to see which alternative will work the best. Then after the hook, which is the one responsible of grabbing people's attention and making them stop. Then we have the transition. And then this stage we are going to talk about the product model. We are going to explain the benefits or show how the product works or offered the solution on maybe offer testimonials. Then we have the final step and it is the call to action. It's when we invite people to take action, go to the store, checkout the product, and so on. This is a very good example of how you should be structuring your ad. I'm going to play this ad. We have seen this ad multiple times now in this course, and I'm going to show you how they have actually work these three steps, one after the other. So if we start from the beginning, we can notice that the first scene in here, which is in the first few seconds, it's where they have done the hook. So they started by offering, showing the problem itself. And this problem is very relevant to their potential customers. So that customer avatar, so they started by the problem because they know that anyone who is suffering from this problem. We'll stop to watch the video, especially that she used the past. She said that sleepless nights where the owning my life. So this means that in this video, they will be offering me this motion as someone who has a steep problem. If you continue watching, you will notice that African, after this hook that happened in the first three seconds, they start talking about the solution which is the product. So they offer the product as a solution. Then they showed why this product solves the problem. Okay, So they continue walking, talking about the product, the problem. They established a, let's say, an emotional connection with the audience because the woman is suffering. So anyone who's suffering because of the same problem we feed with her. Then she talked about the solution more and more. And finally, we have the call to action. If we continue watching until the end, this is their call to action. Okay, So this is a typical structure. This ad is very good and you can apply the same structure to your video ads. So that's it for this lecture and the next lecture we are going to discuss different video ads, types and formats that you should be using. So stay tuned and let's meet in the next lecture. 9. Different Video Ads Types and Formats: Hi there and welcome to this lecture. And this lecture we are going to see a different video ads types that you can test, starting with the first idea. And it is to use Instagram stories, style creatives. As you can see this video look exactly like an Instagram story. So it's a very simple video to create. It looks very organic to the platform and it's easy to make. Then you have, this is the other, this is another example. It's an unboxing example also it looks like a native Instagram story. Then we have the second idea and that is to use TikTok style videos. And as you can see in this video in here in this example, we have the TikTok logo. This video looks exactly like a TikTok video, and this is also a good type of ads that you can create. Heat is also another example with also the TikTok logo. And then we have this third idea where you do testimonials, written review at you put an image or maybe a video on the background and you put written reviews, you can write the review is designed them like in this example in here. Or you can put screenshots of the reviews. This might make your ad more authentic, but make sure it looks nice. Then we have this other idea in here where you use slideshows or Jeff's. You can do a slideshow of the best-performing photos from your old ads or on your organic, all on your social media channels like on Instagram or Facebook, and combine them in one video. Then we have the user-generated content videos. And this is one of the most performing, the best-performing types. And you are going to talk about UGC through this course stator. Ugc is a type of ad that I highly recommend you to use. It looks like a very authentic and it's created by you or by your clients and customers. It looks very authentic to Instagram, facebook, and doesn't look alike at all. And this is the most important thing. People don't like to watch ads. They don't trust them. But when you show them an ad that looks like an organic Facebook post or organic Facebook Instagram post on a second, I'm sorry. Then usually stop and watch because they believe those ads and those videos. If you if you move on, this is another example. As you can see, it looks like an organic Instagram post or Facebook post. Moving to this idea and it is to do before and after that. Here you should be very cautious because Facebook is really not accept this type of ads, especially if you are selling anything related to weight loss. But you can have like play around it. Create this type of ads by being a little bit smarter and smarter than the algorithm. So for example, with this ad, you can notice that they started by splitting the screen between the before state with the fuzzy hairs and after. And then she started talking about the product and so on. Now after that you have the split-screen animated video where you divide the screen into two videos and split the screen and you show two different videos in each one of them. This is usually a type of ad that's very attractive. You can also test this type. Then you have the idea number eight and it is to do SMS conversation. So you have a photo in the background or maybe a video and you put like SMS bubbles like in here. This is yours really attractive and it's a good idea to use. You can do also a full SMS conversation where someone is talking to someone else and asking about maybe a solution for a problem. And the other one is recommending your product. After that you have us versus them. And it's a very nice and smart way of asthma. You can compare yourself to other competitors, even either you name your competitors. All you can, like in this example, use a more general approach by comparing your protein, for example, to traditional sample. Okay, It's a very smart type of ads as well. This is another example in here comparing two different products. So that's it for this lecture and the next lecture we are going to see different video ads, ideas you can test the ideas I'm gonna give in the next video are extremely nice. You're going to see so many inspirations and so many examples that you can learn from. So make sure to watch the coming lecture. 10. Different Video Ads Ideas You Can Test: Hi there and welcome to this lecture. And this lecture we are going to see different ads ideas, you can test. All of these ideas are extremely successful and I highly recommend you to test all of them, starting with the first idea. And it's perfect for acquisition. For your acquisition campaign, it's a problem solution. Creative. If your product solves a problem, this creative type can be very attractive and easy to wake. You can start by showing the solution or the problem at the beginning. And as you can see from this example in here, if you play it from the beginning, it starts by showing the problem. So if someone has this problem, definitely, they will feel that this ad is relevant to them. A very easy kind of creative. So create and if you know your products well, most probably you would know what solutions they offer, what problems do they solve? And you can create this kind of ads if you'd probably a few product solves multiple problems for different people. You can create different creatives. Okay, Moving also to the same idea, but now with a different creative. And as you can see in here, they are showing a tripod which is easy to put pitches light in weight. And it's very functional for someone who's traveling or what's, what's this exact feature? They are starting by showing the asking the problem, addressing directly the solution. Also this is another example actually add in here. They are starting also with the problem. As you can see. Let's see what it from the beginning. So they are starting by the transformation and they are offering the solution. Love handles disappeared. So they started visit to solution. Instead of starting with only the problem, he can continue watching this ad is actually a very nice one. They combined multiple product charts with reviews mentioning all the benefits giving socially approved through real reviews from people and by pointing out all the different benefits of the product. Okay, sharper mint is actually a very good brand to follow if you are looking to get inspired and learn more about Goodreads. Now moving to the second idea and that is to start to add with a negative hook, wet whenever you are using a negative hook, be cautious because sometimes this can put people off. Um, I recommended to test negative hooks, but also to be always taking care of your metrics. Make sure that people are liking the ad, not maybe, for example, feeling disgusted out because of it, or maybe reporting it or hiding it. So yeah, use a negative book but keep it simple. Not very, let's say, strong or aggressive. Okay, This type of ads works for acquisition and retargeting campaigns. Start with a negative feeding. Your potential customers suffer from. Show them how your product can help them get rid of this feeding and start feeling better. So you show them the bad feeling first to make them feel. Make them to make them feel with, to make them stop scrolling. And what your ad, because they suffer from this negative feeding. They feel that they belong to these people you are talking about, those people you are talking about. So show them that your product can fix this problem, can fix this bad feeling and give them a better feeding. You can also start with negative experiences or things to avoid. For example, you do three horrible things you must avoid buying your match it. Then you talk about how your product doesn't have these three horrible things. So let's watch this example again. As you can see, they are starting it with a bad feeling. Even the emoticons or expressions, everything is bad, then they offer the solution which will make this model happy. They are offering the transformation now she's happy, she's confident she has fixed her problem. Then they move to that transition where they are talking about the benefits of the products, the key features then at the end to the call to action, if you move to here, you will find the call to action. Moving to the idea number three. And it is to reply to people questions. And it's a very easy type of ads to make. You just need to include your command, the committee questions you receive about your, about your products. Or you can think about what kind of questions your potential customers might have and reply to those questions. It's actually perfect for retargeting campaigns. If you're not sure what kind of questions your potential customers might have, you can go to Amazon, check the reviews, got your competitors secondary views and reply to all of these questions. The ideal number four, we are, we are talking about product comparison. In this case, you compare your product with a similar famous product in your niche and show how your product is better. It's good for acquisition and retargeting at the same time for acquisition, it's good because it's a good introduction for your product, especially if it's unique and new and for the retargeting, it's good because it's also killing objections by showing how your product is better than others. So in this example, in this ad, for example, they are comparing their product with the weighted blanket, which is a very famous product. They are offering a new type of products similar to the weighted blanket, but it's better than their opinion. And they add comparing their product with a weighted blanket. Osmotic, probably people who are interested in weighted blankets are the same people who might buy this product. Now moving to the idea number five and its product demo, it's actually good for both retargeting and acquisition, but I prefer it for retargeting, especially when it goes into that much detail, like in this example in here, this ad shows how to use a product with examples and so on. So in this type of ads, you show how to use your product focused on the main benefits and functions of your product. It's very effective for complicated or new or unique items. Okay, let's see. Watch this ad again, as you can see, it implies that the person knows about the item. Okay, so, yeah, you can use a product demo for for your acquisition campaigns. But I guess I would like to keep them for retargeting unless I, my product is very complicated to the point that I would need also to include a demo on that acquisition. Now moving to the idea number six, and this one is actually a very good idea for both acquisition and retargeting campaigns. You start this idea by picking a topic or a problem, or a desire your customers are interested in and you give them authentic texts and solutions and you show your product as with the best solution for this problem. So let's watch this ad to understand this a little bit more. So as you can see, she's authentic tips about how to stay healthy. And at the end, she's showing that product as the perfect solution for this. Okay, this is a very smart type of ads to use. Now moving to the ID number seven, and it is to start to add with a shocking hook. And as you can see this ad in here, there's a very good example. As you can see, the first hook is very shocking. There's a woman shaving her upper lip, so it's something we are not used to see. It's good for both acquisition and retargeting. So for this type of ad starts with something very shocking. So your viewers are intrigued to stop and watch. The more extreme you can be, the better, but always, always make sure not to be very aggressive so people won't be hiding your ad or reporting. It makes sure that you are not turning people off or being very address. So the ID number eight is actually good for both acquisition and retargeting. And it is upgrading. It's about upgrading or replacing an old products. So you can start with this ad by something like that. Time to upgrade my, which is the keyword related journeys. When why I replaced my old with the new, why I stopped using this and instead I'm using that. It's your scientist stop and start using this. So as you can see, all of these hooks, we are focusing on the idea that someone is upgrading or replacing or improving and all the products. So this type of ad is both good for acquisition and retargeting. Let's see this example. There's another one as well. So it's time your underwear. Underwear got an update and then she started talking about this brand and why it is good and why they should be using it. This is another example as well, why I replaced my old sheets with organic cotton. So this is the hook in here. This is similar to the ones in here, so you can also use them. This is a very nice idea to test and use because it offers at the same time a product comparison. It allows you to show your product benefits and so on. Moving to the idea number nine, and it is founders as well. This idea is good for both acquisition and retargeting. And it's actually very easy to make. You go on camera and tell the world while you have created this product and what problems it solves. And this is a very good example in here, they found that it's talking about this product, about the benefits and so on. No one knows your product better than you. So don't be shy. Talking about your product can be a very positive step in your business. Now moving to the idea number ten, and it's actually a very simple idea and it is to do unboxing. I usually like to do unboxing for retargeting more than acquisition. But still you can use unboxing for acquisition, especially if you have packages, if you are selling bundles and so on. It gives you potential customers a better sense of the product and the packaging. Now, moving to the idea number 11, and it's perfect for retargeting. It's testimonials. You tell your audience what your customers think about your products and their experience with your brand. It's a combination of multiple testimonials. It can be a combination. It can be a combination of multiple testimonials or one long testimonial. Here you can see a very good example of combinations of multiple comps testimonials. Now, moving to the next idea and it is calling out, it's very good for acquisition and retargeting. You start your video by calling out your potential customers. This hook is very direct and powerful. So as you can see in this example, let's play it from the beginning. They start by attention or coffee lovers, so they called out their potential customers, who are the coffee lovers? Okay, here are some other additional ideas to try. So for example, you can start to add with something like this. Have you tried? And you talk about your product, three reasons why this is very similar to three tips for something my best to purchase in 2022. Things I can't live without calling out, which is an example we have noticed. So you can do something like this. The mothers, for example, stop scrolling. Campers, listen to me, something like that. You can also start with ad with YOU need them. For example, this water bottle in 2022, or the ultimate water bottle you can ever use and so on. So that's it for this lecture. I hope it will help you to create amazing ads. In the next lecture, we are going to see things you must focus on wildly creating your video ads. So stay tuned because next lecture is extremely important and you must watch it. 11. Things You Must Focus On While Creating Your Video Ads: Hi there and welcome to this lecture. And this lecture we are going to talk about the things you must focus on Wiley creating your video ads. And we are going to start by creating an attractive hook. The first three seconds of your videos are extremely important because it's when your video viewers will decide whether to continue watching your video or not. So focused on creating catchy and unique hooks and create multiple alternatives and test the same ad with multiple hooks, with different hooks and see which hooks performed the best. As you can see in this example here, we have a very shocking hook at the beginning with a girl shaving her upper lip. So this is something we feel will stop, torch, some Hooks ideas you can use. First, you can use the reverse effect so you shoot your scene and reverse it. It's actually a very good hook, very simple to make people like it and it performs very well. The second hook is to use the boomerang effect, and it's very simple. You can use it directly from your Instagram application. Then you can use some shocking scenes, maybe chucking phases, people and shocking states and so on. As I told you that people with extreme emotions and find any transformation showing the person before and after. This is also another idea. I'm going to show you something shocking. So they start by grabbing the water, putting the coffee inside of the cup, then they put it like this, so there is a risk of the laptop will be ruined. So this is shocking. People will stop to watch it. Now, moving to the second thing, you need to focus on this to add captions. It's very important to add captions, especially if you are going to run your ads on Facebook and Instagram because volume is not on by default, your reviewers to be able to understand your video ads without turning the volume on, you need to add captions to all of your scenes and make sure they are clear and easily readable. Make sure your text is placed in the right areas. So you can use Facebook mock-up to preview it as and different placements. And you can even use a certain ad for certain placement in order to make sure that everything fits correctly, it's very important to add captions. And in order to make sure that you have done your job correctly, you can always watch your video ad with a volume turned off and make sure that you understood well the topic of the ad, or maybe ask someone to do this test for you. If they understood well the topic without turning the volume on, you are good to go. Also, I recommend you to add background to the text, so make sure it contrasts well with your video because you need to make sure that people are able to read that text easily. Always use clear and neat fonts. Avoid long captions, break your texts and the different lines so it's more digestible. Also, I recommend you to keep your texts elements within the same area of your screen so people can get it easily if you move your texts so much around the screen, like up and down the center, sometimes people get lost. So keep your, your texts and the same idea so people can stay focused. Remember your video ad is very quick as just a few seconds and you need to make sure that people are understanding everything happening within it. After that, my second recommendation is to use transitions. Use a quick transitions and animations to make your videos more appealing. You can use the transitions people use on TikTok or Instagram. Or you can use that one. You can do with your video editing software. And I'm going to show you how to do that. Now, let's talk about some best practices. Always make sure to use high-quality photos and videos for your video ads. A good quality is essential for your ads performance. No matter how good your camera is, you'd video will not look good unless you have good lighting. And you can use either natural lighting, so you can shoot in front of a window, or you can use artificial lighting, and in this case makes sure, or you can use artificial lighting and in this case makes sure that you are using two or three sources of lighting. So you make sure there's no shadows. If you only use one source of lighting, you will find shadows. So use at least two sources of lighting in order to avoid shadows. Also make your video first and enjoyable. Also, make your videos short and fast. Also make your video first and enjoyable. Your audience must enjoy watching your video. This is a must, because remember, people are on Facebook and Instagram to enjoy their times and have fun. They are not there to buy. So if you want to interrupt their experience and push them into visiting your store and buying from you. You must be providing to them something that fits with their experience on Facebook and Instagram. And you must provide content that's enjoyable because people are on Instagram and Facebook, enjoy their times. Don't use static long shots because they are worrying. Cut all the seconds before the action. So if you are recording yourself, for example, doing a makeup tutorial, make sure to remove or the first seconds where you are still lost and didn't put makeup yet. If you want to include a voice-over recorded separately, then edit your video because it's hard to shoot your video. And at the same time, and sometimes people get shy, they don't do it correctly. So simply shoot your video, record the voice over, then put your voice over over the video. Not worry, I'm going to show you that in the part where we are going to see how to edit your video ads. Only suit at an ice and relevant pace. Make sure there are no distractions and the environment where you are shooting. So don't do it in a place where your product can show because there are many things all around it. Make your product the focus of your ad. So in this way, you will make sure that you are grabbing your customer's attention and the best way possible. So that's it for this lecture, the next lecture. And in the coming ones actually we are going to see how to create and edit your video ads. So stay tuned and let's meet in the next lecture. See you there. Bye bye. 12. Get Familiar With Invideo: Hi there and welcome to this lecture. In this section of this course, we are going to see how to create and edit your video ads. And to do that, I'm going to use an online platform called in video and video as an online editing tool that allows you to edit your videos. You don't need to download and video on your computer or something like that. You can use it directly from your browser. And you will have all of your files on the Cloud. So if you want to open in video from another laptop or another PC, you can do that. Unifies are all saved on a cloud on by InVideo. So you don't need to download anything on your PC or on your laptop. Well, there are many reasons of why I like in video, but in my opinion, the most important one is that it is very friendly user, if you know a little bit about video editing or if you have ever tried using, for example, Premiere Pro or after effect, you know, how complicated these softwares can be? Well and video is very simple and using it, you can actually do many of the advanced things other software's allow you to do. It's super easy for beginners. And in a few minutes and few hours, you can literally know everything about it and about how to use it. Using this course, I promise you, you will know exactly how to create amazing videos using in-video. So this is the in-video and here interface and we are going to see it very often during this section of the course. But let me take you a little bit on a tour around this dashboard so you can understand well, where you can find different options and so on. So in here first, you can choose to browse the in-video templates by categories. Well, in video offer around 5 thousand templates, pre-made templates. You can use them directly and create your own videos from them. And I'm going to show you how to use them. Well, in here, under category, you can browse the templates by category. So you have, for example, a brand into bite-size ads, video testimonials. You can go and explore the templates from here, or you can in here, type your search word and find out the templates. After that you have the content. And then here you can see all the help or support in video offer for the people who signed up to in video. And then here you have also the tutorials for more information as well. When you sign up to InVideo, you get access to a Facebook group of more than three members where you can ask questions, get help, offered help if you wish. In addition to that, you have also their support in here. If you click here on the chat, you can chat with their support and they offer 24 over seven support. It's very useful if you want to know about some specific things or specific options that you want to apply within your videos. In here you can see your favorites if you have favorite something plates and here you can see all of your projects. And in here you can add team members. When you signed up to InVideo, you can add as much team members as you wish, so you don't have any restriction and you won't be paying for each team member. After that in here I have my account, I have my profile, and so on. I have also my brand presets. This is actually something important. When you go in here to brand presets. You can see the presets of my brands. So for example, I can add my brand name, I can add the logo, I can add my color palette. I can add my Facebook page, twitter, Instagram handle YouTube and so on. This can help me while using the templates. So I will have these already filled out for me, for example, the logo or the brand name as well. The color palette will help me while using templates because I can use my color palette directory from the dashpot, because I can use my color palette directly from the dashboard. We are going also to see how to do that a few minutes or in later lectures. You can as well in here, add your end clips. So if you have the same end clip for all of your videos, or if you are using in-video for your YouTube channel or something like that, you can add in here the end clips that you can have different dimensions, the horizontal, the vertical, and the square. So this one would be four stories and reveals. This one would be four for YouTube and this one would be for the feed placement. After finishing with that, you click on Save and you will have all your brand assets saved inside of in-video. Now going back to the main homepage in here first you can see your main projects or projects you have worked on in the past. Under that, you can choose between three different options. You can choose between using one of the pre-made templates. And this is actually a very important option because if you want to create video, videos easily for your Instagram profile or for YouTube channel and so on. This could be very, very helpful and I'm going to show you how to use templates and how to modify them. After that, you have tax to video so you can give InVideo a text and there will be video, will be transforming this into a video. And after that you have the blank canvas. This is when you start creating good video from scratch. And under all of these options, you can choose between the different dimensions. So you can choose to create a wide video, or a square, or a vertical video. Vertically. Those are four stories, realistic talks, ads and so on. Square videos are for the feed and y are for usually for YouTube. So let's go to the pre-made templates in here. When you go in here, you can choose between the different sizes. I'm going to stick with a vertical since we are going to create ads. And then here in the search box, you can search for a keyword related to your knees are related to what you are creating. So let's say, for example, you are creating a sale or a kind of promotion. I'm going to write in here to sail, to see what I will get. In here, you can see various templates promoting essay, okay, So let's say for example, I want to check this one. I can click anything here and I can preview it. Okay, I'm going to preview it again. So as you can see, I'm previewing the template. Usually I can also see that in place in different dimensions. So when you click here on wide, this one is not available, but many of the templates are actually available in several dimensions. And you have the square size. And after creating the video, by the way, you can also go back and resize it to fit the other sizes. So if you are creating an ad, for example, and you want to create the feed Virgin of this ad after finishing your project and in-video, you can resize your video to be squarish. So if you want to favor the sample age, you can click here on the heart. So you will have it here inside of favorites simply by clicking in here, or you can share it if you wish, or you can simply use a template. Okay, now, if we go up and this time instead of putting sane, for example, we can put promotion and see what you will have. So these are different promotions on the this keyword, you can also explore them, see if that is something that you want to use. For example, this one is promoting their full collection. This is a nice video. You can use it for your stories, even for your ads if you want to test this type of ads and so on. It's very elegant, very professional, and it looks good. So as I told you before, you can use in video not only to create your ads, but also to create content for your social media profiles. Now scrolling down, you'll find more and more templates that you can use from 13. How To Use Invideo Templates: Hi there and welcome to this lecture. In this lecture I'm going to show you how to modify a preset template by InVideo. And later on I'm going to show you later in this course how to create your own video from scratch. But this section is important because energy will see the different options and how to quantify them and how to profit from the amazing templates in video offers. Let's start first by the first thing in here, which is introducing men's fault collection. And now let's say for example, you want to change that text in here. So instead of saying full collection, you want to say winter collection. You just click on the element in here like this. And when you click on it, you can see that the font options available, as well as its position inside of the timeline. So this text is an old lesson from the beginning until the end. The first option in here is to change the font. So when you click here, you can see the different fonts. And if you want to upload your own found by the way, if you want to yours, your brand font, or if you want to use any of Instagram fonts, you can upload the font from here and use it. Okay, I'm gonna keep the same font, but this is from where you can change the font. Here you can change the font size and you can even lock it. So if you don't want to change, for some reason, to change the font size. Maybe if you are adding words and you make, you want to make sure that the font size remains the same, remains the same. You can lock it from here. And here you can make it bold if you wish. If this is an option available for this font in here, you can make it Italica. You can make it underline, you can center it. You can change the line height. If you have multiple lines, you can do that. And in here, you change the colors. So you can change the text color. This means the letters colors. And you can find the project colors from here. Or you can change the fill color. So this means if you want your text to have a background, you can have a background for your texts like this, for example. So now I have a background for my text. You can also change the shadow color of the text if you wish. So you can create a shadow for your texts as you see in here. Let me go back a little bit to the fill. I'm going to remove it. After that, you have the editing tool. So if you want to edit the text, you have the animation. So if you want to add animation to this text or if you want to remove the animation, this is where you do it. So in here, for example, for this text, I have an animation that type is slide from left. It's a whole and the duration is 1 second. I can also create an animation for the output. So when the text is leaving the screen, I can also create an animation. Let's see it together this video. So as you can see, the text is being animated. It's sliding from left. I can choose in here a different animation if I want to, or I can choose none if I want to remove the animation. Okay, now let's say I want to change this image by my own image, okay, buy my product image. What I can do is I can go to upload in here, upload my images, and simply drag and drop them in here. I'm not going to do that. Instead, I'm going to need two images and I'm going to search, for example, for women. So instead of having my collection, I would have woman collection. For each word you should be using an image related to your products or products, images or models wearing or using your products and so on. What I can do now in order to replace this image by my own image is to drag this one in here and drop it. When I do that here, they asked me if I want to replace the image or if I want to create a new layer, what I want is to replace the image. So I'm going to click on Replace. So as you can see, my image replace the old image, and I kept all the animation. Now, let's say I want to trap it in a different way, to crop it in a different way. I go in here to crop and I can decide to crop it in a different way. So now I have my own image and the animation is still the same because I didn't change anything. I only replace the photo. So let's see again this okay. So this is the first scene. Let me change this introducing woman. Okay, If I want to make it in one line, I'm going to do that and move it to be centered. Okay? So this is now my first scene. When I go to the second scene, I can change everything in the same way. Let's go back a little bit in here. Let's say I want to change or to replace this video in here, I can do that and here I have a leaf background. I can replace it with something else if I want to. I can also change the text as we have seen. And in here for example, we have a line, we can change it as well. I'm not going to touch them because they look great, but if you want to do that, you can do it from here. Let me go back to the color section and let's try together the shuffle things. So let's say I want to apply this one. So as you can see, all the colors have changed to match mine, my new palette. And now I can even shuffled between the colors. So when I click in here and V, they all will be suggesting different combinations of the text. So I can keep shuffling like this until I find something that suits me. Okay? Okay, so now we have our original, our original design. Okay, now when I go to the second scene, I can modify with the same way. Let's say this time I want to change the timeline. So for example, I want this image, let's say this is the third image to appear after the first two images. I do like this. So as you can see now, the first two images appear first. Okay, I'm not gonna do that. I'm going to make it as it was. And also for these images, I have the same idea. I have the animations. I have the animation, which is the entrance. I have the out animation, which is how the element is leaving the screen. Then I have that in place, which is the animation happening during the video. So for example, here I have pan left. I can zoom in, zoom out. For example, here I have zoom in, here, I have pan left, and so on. Now if I want to add an element to the scene, I can simply, for example, go to text and I can add an element from here. Or let's say I want to add a text from another scene. So let's say for example, I want to add this text. I can click on controversy, go to the scene in here, control V. And I will have my new elements. As you can see, I can move it around. I can change here in the timeline, the duration and everything. I can change the animation, everything about this text. If I want to save this text, to use it later, I can click here on Save. And I will be creating a style for me, for example, that I can use. So let's say for example, you want to mimic Instagram bubble text. You can create a TT ones, then create a style in here so you can always insert the same text within all of your videos. Okay? Now, between the different scenes, you can create transitions. And this is the transition icon when you click on it. And here you can find that the front available, available transitions. Now, this is that transition I'm using. It's used to actually buy the template. If I want to change that, then listen for example to this one. I can use it. So let's see what we have now. This is a new transition as well. You can go and change the transitions for all of you would, since there are many advanced transitions that you can use, that are the typical ones. They are the slides and so on. And you have more fancy ones if you want to choose them. Actually, I think choosing using transitions can be a smart way to make your video more engaging. So take some time exploring the different transitions in here and see what you might like to use, and so on. So now let's go back to here. Let's say I want to add a blank scene and using, as I told you, you can add either a blank scene or Frampton plate. If I want to choose from template. Here, I can pick any template, even if not, if this is not the one I used for my main video. So let me go in here, for example, and pick this in here. So now Augustine is being added. Now let's say I want to add a new scene for my video. I can click here on plus, and I can either add a blank scene or I can add a scene from templates. Let's click on front template. Now I can select any scene from any template. So let me go, for example, to this template. I can pick the scene and add this into my video. So the scene is added in here. If I want to move it, I can simply select it and drop it like that and that placement. So as simple as that, if I want to add a blank scene, I click here on blank scene. I can start modifying the scene, adding videos, texts, and so on. Okay, so that's it for this lecture and the next lecture, I'm going to show you how you can create the video from scratch by uploading your own videos, your own images, your own text, and so on. So stay tuned and let's meet in the next lecture. 14. How To Start a Video From Scratch: Hi there and welcome to this lecture. So in the previous lecture, I have showed you how we can use a pre-made template from InVideo. This lecture, I'm going to show you how you can create a UGC content video. If you want to create an unboxing or maybe reviews or maybe testimonials, or maybe a video showing the most important key benefits about your product. This is where you should be going. So I'm going this time to start from blank canvas and I'm going to start with a vertical dimension as usual. And let's click on make a video. This time in video we'll be taking me to a blank template. I will not be having any scene. I would be creating the scenes one after the other. So what I should be doing first is to shoot the differences based on the script that I have written. So you wrote your script, you will recall that maybe the voice-over, you took the different shots from different angles and different key benefits. Maybe you show the product and action and so on. And now it's the time to combine all of that in one video. So from here, for example, I have uploaded some videos. I'm going to add this first video as the first scene. The first option I have in here is to trim this video so I can trim parts of this video or I can keep all the video. Okay, I'm gonna choose to trim, for example, this part in here and leave only the first part. When I click it on Play, I can see the video on action. Okay, So is this a reverse video where I'm showing the book coming to my hand instead of being fallen down from my hand. Usually reverse scenes are very attractive because when you are scrolling down and see something like this happening, you will feel like, okay, something wrong is happening here. Let me stop to watch the video. Okay. Let's remove the first few seconds and let's replay it. The play it again. I'm gonna kill all the, let's say the steady moments where there is no action. Okay? Now I can hear, hear the voice while playing it, or I can remove the voice, or I can reset the video to the original diamond or digital timing, I'm going to click on Add. So when you go and since this is my first scene in here, and they have the media in here, which is the first video. So let me show you. So when I click in here, I can see the media I'm using and I can remove the logo from here by clicking in here. Okay, So this is the first media I have it inside, I have added inside of the scene. When I go to the timeline, I can see that this is the media and this is the same length. I can minimize the same timing if I wish to see in duration, or I can keep it like this and combine other videos with my main one. Let's say now, in addition to that, I'm going to add this video. So I'm going to move my timeline bar to here, and I'm going to click on ads. This line in here shows me where my scene ends. So if I crop in here like this, this means that the video I'm adding will fit exactly inside of my scenes. I'm going to remove it like this, to move it like this. And now I'm going to click on Add. So lets me know, minimise this one like this and watch it from the beginning. So I have now my first scene, then my second one. If I wanted to fit the whole screen, I just need to do like this. So let me play it again. Okay. So as you can see, these are my two scenes inside of this saint. Make two videos inside of the same scene. Let's say now I want to add a text. So let me go back to the beginning. And now let's click on Text. And let me add this text in here. So this is the text I'm adding. I can change the font as we have seen before. I can choose from my uploaded fonts, or I can choose from InVideo fonts if I wish. Okay, Let's say I want to use this one. I'm gonna click for example, in here. My all time favorite planet. Usually the text, to be simply the script you wrote so people will be able to understand what's happening in the video without the need to turn on the volume. This should be your main purpose to make people understand what's happening without the need to turn on the volume. Okay, So I wrote my text. I'm going to move it up here and I will be adding a background. So lets me add a background for this text. Let's say like this, let me change the color text to, for example, blue or something like that. Okay. I can now make it fit in one line if I wish. Okay. Let me make the background white. I guess, I guess this will make it look better. I can make the font bigger. So let me go to 80, for example. This is actually perfect. I'm going to add some space above the text, like this. Okay, so now I have my texts in here. I can change the line height in here if I wish to. So I can have it bigger or I can minimize it. Okay? So now I have my text and it starts at this moment and ends at this moment. If I want to create an animation for this text, I need to click on it. And then here I will go to animation. And for example, I will choose K1. Let me show you how this will look like. So now my text is fading, and if I want to add another text, I just need to do the same thing. Or I can copy and paste like this. So I can add different texts in here if I wish to, and so on. Okay, So this is for this text. Let me try to change this font to a fund provided by in video. Maybe. Maybe let's say this one. Let's say this one. Okay, let me make it smaller. I don't exactly like this font, so this should be my. You can play around with these fonts in here, and then you find a font that look good for you and for your brand. So let's say, I'm sorry, this one, for example. I can accept this. That most important thing is to be consistent with the fonts you use, the colors you use for all of your different, different videos and maybe social media profiles and so on. Another way to write your texts, the first way is to have your texts similar to Instagram texts or you have verbal texts, or you have something like that, simple texts like on Instagram. The second option is to have your text very big and wide, maybe taking a very big space of the screen. So instead of having these two elements, for example, I would have something different. So I will click here on Add heading. And I will, for example, try something else. I will start with. For example, like this. I will make the text. Also. I can add a shadow for the text. So it contrasts well with everything else. It looks very good. So this is the first word, for example, I can make it shorter. Copy it. Sorry. It's like this. So I can copy this element like this and paste it again. This time I'm going to move it to start after the finishing of the other, the first text. So I'm going to simply move it like this in here instead of my, I will have, for example, Favorite. So it's gonna be like this. My favorite. I can remove the animation at the beginning. Let me remove it. So in here, I can remove this animation, the animation for this one. Let's see what I have now. I can change this to be like this. So it's my favorite. Now let's say, I want to say planners. So I'm going to go in here, copy this, and paste it again, and I will move it now in here. Okay? This time instead, instead of saying favorite, I'm gonna say planner. Okay. So let's see what I have now. Okay, so this is another way to place your text. Okay? When I finished with this scene, I can create the remaining scenes and do the same idea, add my different remaining videos and elements. The next lecture, I'm going to show you a video ad that I have already created. Within video, we are going to see the different sections, scenes, a different timeline elements, see the results, and see how far you can go with in video. So stay tuned and let's meet in the next lecture. 15. Video Ad Example: Hi there and welcome to this lecture. And this lecture, as I promised you, we are going to see an example video ad that I have created with InVideo. And I'm going to show you how I edit the different elements so you can get inspired. Let's start first by watching the end result. Then we are going to see each scenes that different elements and then, and so on. As you can see without turning the voice on, you can know everything happening within this video. So I have a voice-over. I'm going to show you this video now with voice on, but without turning the voice on my captions, but enough to explain to you the content or the ideas behind my head. So I'm talking about a planner that changed my life. I started by showing you before using this planner, I used to struggle to manage my time and work. The spanner helps me to stay organized and focused, divided into two parts. You can plan monthly or daily. It's motivates me to set goals, monitor my daily habits, and track my progress. It's it's an all-in-one planner. And not only that, it's made out of 100% recycled papers, and it has an amazing design. And finally, I end this video with a call to action to invite people to check out this planner or to get it. At the beginning, I could have been more creative. So for example, when I talked about that, I'm struggling to manage my time. I work work. I could have, for example, should a scene where I show myself frustrated or throwing my old planners on the bin or something like that. So as I told you before, you can get as creative as you wish. But this is an example that you can get inspired from. So as you can see in here, I have voiceover, I have music, and I have my visual scenes. So the voiceovers aren't here. I have recorded this voice over by myself for sure for your own ads, even for my own ads, I don't use myself to my voice to record voiceovers because I prefer to have someone, a native English speaker recording their voice. And the most important thing is to keep things authentic so that person who is reading the voiceover should be actually reading it in a very authentic way. So it shouldn't feel like a reward reading the voice-over, there should be feeling amazement, surprising inside of this voice-over. So if you are looking to hire someone from fiber, for example, or from Upwork to record this voice over for you, you must give them direct instructions of reading the voice over in a normal way. So if someone is hearing the voice over, they will believe what's happening. And if you want to record the voice over by yourself, if you are a native English speaker, That would be amazing because you can practice this a little bit in order to make sure that you are, let's say, doing it in the best way possible. Okay. So as you can see, I have my voice-overs and I have the video in here. I have picked my video from the great collection in video has under music in here. If you click on edit in here, I can click on volume and fade. So I have downgraded the volume. So I have decreased the volume of this music track because it was very loud and I have activated that duct volume. This means that if I have a voice over and while I'm speaking, the volume of the music will get lower than my own voice in order to make my voice look, be clear. Let's see. And then here you can fade in and fade out the music if you wish. When you click on the first scene in here and you go to the timeline, you can see the different elements within the scene. So I have first I'm using the voice-over, then I have a different media. So I have the first video, then I have the second video. I have the text, which is this is the first text. This is the second text. And I have done all of that inside of in-video. Now, going for example, to the second scene, I have almost the same thing. I have the video with a text. When I go in here, the same idea in here, also the same idea and so on, as you can see, for example here, when I talked about the idea that this planet has two different layouts, the monthly want and the weekly one. I have showed that two different layouts. So this is the monthly layout and if you move forward, you will see the daily layout. So always try when you are shooting your video to recreate the benefits of your product in a visual way, people need, people need to understand what you are selling and what are the key benefits of this product. So just focus on that while you are creating your ads. So after creating the video and creating the different scenes, you can go in here, click on that transition and add transitions between your sins. And finally, when you finish creating all of your videos, your video, you go in here and you click on download so you can download the video and uploaded your Facebook ads manager. And not only that, when you create a video and if you asked, for example, to share it with team members, or if you want to get some feedbacks on your video, you can click here on this option which is collaborate. And when you do that, you can tag people and allow them to tag people and allow them to add comments on your video. You can even share it using this button here. And you can share it with people to get their feedback. And they can leave their feedbacks in here with the timestamps so they can tell you, for example, at the second, at the second minute, there was something wrong with the text and so on. This feature is actually very useful for team members and for people who are liking can actually get feedback on their work. So this is how I created a UGC content using in video. 16. Different UGC Ads Types: Hi there and welcome to this lecture. In this lecture we are going to see the different UGC adds types. Previously on this course, we have talked about UGC ads, as we have seen multiple examples. In this lecture, I'm going to show you some more types that you can test. First, you have unboxing videos. What I'm boxing videos help your customers get a better idea about the product and the packaging. And boxing you, those can actually be very powerful if you have special packaging or if you bundle multiple products at the same time, or if you sell kits and so on, they can be very, very attractive. The second type of UGC ads that you can create, its product demos. Product demos are very important because they show your customers how to use the product. They can be very powerful if your product is a little bit complicated, or if it's unique, or if it's funny, some product users is actually very special. So creating ads that show how to use the product will be very powerful in this case. The third type I want to talk about is testimonials or reviews. It's very essential for social proof because it helps your customers to understand why people trust you and why they are choosing your product and why they are liking it. It helps you to highlight the benefits and show the end result. So if, for example, you are selling skincare products, It's hard to trust that your skin care products are good unless I sue someone reviewing the products telling me that they are amazing that the results were actually good. Let's say you are selling some kinds of t. I wouldn't be able to judge the taste unless I read reviews of people who already Trinity and liked it. So testimonials are essential and they are very powerful, especially for retargeting campaigns, especially when you want to enforce this trust between you and your audience. The fourth type we are going to discuss is lifestyle shots. It makes your product look very real. So you show your product in action. You show how to use it, you show how it fits in the space and so on. The fifth type is actually the packing videos. So instead of showing the unboxing, you show that backing. This is also good for the same reason as unboxing. So these are two good examples actually about product demo. Left first video showing how to install the eyelashes. This is actually a very powerful type of videos for this exact nice, because people who want to buy eyelashes usually have multiple objections of how to install them, either Practical, can I install them quickly? Are they very heavy when I put them and so on. So when you show them that the installation is actually quick and direct, this helps them to make a decision to buy. So as you can see in here, and it's a magnet eyelash, it's very easy to install and they are showing this inside of the video. The second example is showing a charger table. So you put your phone and it starts charging. This product is, for example, unique. It's funny. So creating a video can be very simple and as you can see, it directly shows what this product about in few seconds. I can understand, wow, this is a charging table. Now seeing another example of an unboxing plus product demo, the video starts by receiving the product. You can also start by receiving the product on the doors so you make it more even realistic, then they show how they use the product. Marketing videos alone might not be as interesting, interesting as combining them with a product demo. You can also do ASMR videos, so you keep the natural voices of the unpacking and so on. You have also reviews and testimonials. This is an example from a very famous brand. As you can see, they are combining multiple testimonials from different people talking about the product. You can do this or you can use a one big review. So someone sitting down and reviewing the product by themselves talking about all the benefits and so on. Well, when you combine multiple testimonials, I think that this type of videos is good and they can use it for acquisition campaigns. Long video already views where someone is sitting and reviewing the product by themselves is actually, in my opinion, good for retargeting more than four acquisition. So, you know now what you see is, you know, how to edit your videos. But the question is how to get or produce these UGC karyotypes. While there are many options and many things that you can do in order to get this type of content. The first option is to collaborate with influential. So let's say for example, you sell hair accessories. So what you can do is to go to TikTok, to go to Instagram, and to search for hair bloggers, or for people who usually post content very similar to your content. Once the bile use as I go to my competitors and I check the pages of creators they are collaborating with. And I go in there, I follow them. And when I follow them, Instagram suggested other people like them. You can even create a list of the content creators are the influencers your competitors are working with. And try to work with some of them as well, okay? Many of them will not be exclusive. So you can do that. Searching for influenza is actually a little bit time-consuming and it needs patient because it means that you can get a large list of influencers. You should send them messages on Instagram in males and you should reply when they reply and see what kind of fees do they bill. You, see what kind of collaborations you might, you might have and so on. After that and after choosing good influencers, you need also to contact them, explain to them exactly what you want them to create, send them inspirations, give them instructions about how to shoot the video. For example, you must insist on having lights, good lighting. You must insist on having a nice, clean environment and so on. All the steps we have discussed before. Well, I don't want to lie to you. Finding good information and good content creators can be a little better, challenging from time to time. But if you put an invest some time into this, at some point you will have a less of good content creators to whom, on whom you can always rely, okay, so I recommend you to invest this time to create a list at least of content creators who can help you whether to create the ads content or even the content for your social media profiles. The second option you have is to ask your customers to send you this content and offer giveaways and incentives. Well, this is the best one actually because these are the most authentic videos or content you can ever collect. But in order to be able to take this road, you must first have a good list of customers. You've already have an email marketing system. You are already familiar with your audience. You contact them on a regular basis. So you can set up a flow on a Clavier or you can send an email asking your customers to contribute on a monthly or maybe a weekly giveaways where they share their photos, you, they attack you and the winners will be, for example, you will get a certain discount or you can ask them to shoot videos and the winners will get a product because you need to keep into consideration that videos are challenging and they are not easy to make. So if you want to compensate your audience, are people who shoot at the videos for you buy something. It shouldn't be a discount, should be a gift. After that. This is actually a very good thing to do, especially if you can do it now we can do it on the long term. But this is how we can make this process more automatic by always receiving content, offering giveaways and so on. The third option you have is to use services that produce these UGC content. Well, to be frank with you, I didn't have a good experience with working with a service like that. I have tried multiple ones. I have even tried Upwork. I've never had a very good experience. Few experiences where good, but mostly I don't have a very good, let's say, review for this type of services. But also this is an option. Many people recommend that many people say that they had a very good experience, but in my case, I've never experienced this. I prefer always either to go with influential has gotten the creators from Instagram all to go with my old customers. The fourth option is the most practical one, and the most easy one to do is to shoot them yourself. So either you shoot them yourself or you ask a lot, or a sibling or a friend to help you out. And that's it. This is actually something you can do. I have many of my clients who create all the content by themselves. It's actually amazing if you are new customer avatar. So if you are selling eyelashes for a woman and you are a woman who put eyelashes, you can create all the content. Or if you are selling wigs and you add a woman who put twig wigs. You can also be your brand phase and create the content well, at some point you need to diversify. You need to work with other creators. But at least you know that you can manage this on a more practical way because you can create the content whenever you want. So that's it for this lecture. Being able to find a way to always produce UGC content editor and create video ads and social media. Both from it is essential because at some point, you need to have a system where the content is always produced. You are always being able to post and publish, whether for your ads, are for your social media profiles. I hope that you liked this lecture and that it will help you to understand more about UGC and how to create them. Stay tuned with me and let's meet in the next lecture. 17. What Music You Can Use for Your Ads: Hi there and welcome to this lecture. And this lecture we are going to talk about music. And I always recommend you to add music to your videos, even if you have a voice-over, if someone is speaking or talking inside of the video, I always recommend you to have a music in the background. It keeps people engaging, It's very nice and it makes the video way better. So now the question is, what kind of music you can use? And believe me, it's one of the most common questions I see. Can I use them? Music I find inside my Instagram stories are my areas editor. Can I use these attracts in order to create my videos? Well, although it seems that you can, because the music is inside of Instagram and they are already using them for your profile and you are already creating reals. But in reality, you can't use them for your ads because you don't have copyrights. I have asked Facebook team myself and I have sent them emails and they replied clearly that it's not allowed to use them music within the Instagram story library or there is library in order to create ads because you don't have the copyrights. Well, you might ask me about I saw this brand and that brand doing this. Maybe, maybe they are doing this, but this is not allowed. And you might be putting yourself in some serious problems. If you used a music that you don't have the copyright to, you might get your account band, you might get some copyright issues. So why would you do that? Instead, I recommend you to use a music that you have the copyrights to. Facebook actually did a good job as providing. And Facebook actually a good job at providing a very large library of tracks that you can use. You can find this diversity inside of the Creator Studio. If you don't know what the creators to do, is it's a tool provided by Facebook and you can simply find it by searching on Google for Facebook Creator Studio. When you sign in, when you sign in through your personal account, you will be able to see exactly the same dashboard. And I'm seeing and in here, under file management, you will sign, you will find the sound collection. And inside of the assault collection, you will find tracks and you will find sound effects, and you can use all of them, all of them inside of your ads. When you scroll down in here, you can filter by moods, durations, and so on. And you can choose the text that you like to use. What I recommend you to do is to go and explore the different tracks, choose some of them, and save the link or the name. You can always use them inside of your ads. Okay, I always use this library. I always use this library. I never use a music from reals are from Instagram stories because I want to stay in the safe. In addition to all the music you find in here, you can also use the wide collection of music tracks you find inside of in-video. As I told you before, when you sign up to get access to this amazing library of tax and the music that you can use for your videos without facing any copyright issues. You can in here search by terms like by, by keywords. And you can also end here, shows that the between the different user types using these music is also 100% safe. And when you sign up to InVideo, you get access to this view which library? Remember when you sign up using the link you will find in there bonus section of this course, you will get a twenty-five percent discount of any plan you choose. So don't forget to sign up through this link and use the coupon code. I have also included inside of the bonus section. So that's it for this lecture. Remember, if you want to use a music, always use either the music you find inside of NVIDIA or the music you find inside of the Creator Studio, because this is the only way to make sure that you are using free copyrighted music stays with me and let's meet in the next lecture. 18. Video Ads Dimensions and Placements: Hi there and welcome to this lecture. In this lecture we are going to talk about video ads dimensions and placements. When you run ads on Facebook and Instagram, there are many placements where Facebook can run your ads. Instagram and Facebook stories. You have the feed, you have them essential and so on. And I always recommend you to keep your replacements as automatic at the Ad Set level, because in this way you will be giving Facebook more flexibility. And this is actually something recommended by Facebook. But since you are keeping your placements as automatic, this means that you need to have a creative that works for all placements. And you can do that very easily. Just stay with me and you will know how to do that. But first, let's see the different dimensions you have in Facebook. First you have the Instagram or Facebook story, and it's the vertical size, which is nine by 16. So when you are designing your video for the Instagram placement, you just need to keep this dimension in mind and to keep your text in this space. But when you talk about, for example, mobile, mobile feed, we are moving to a totally different dimension, which is three by four. So if you designed your video for the Instagram story and you put your texts everywhere, and now Facebook is going to crop, or let's say yeah, it's going to crop your video to fit it on the mobile feed. This means that maybe your text will not be in the right place. Maybe it will be cut, maybe to be cropped. Don't worry, we are going to see how to fix that. Then you have the desktop feed, which is the one by one, which is the square dimension. When you are designing your videos, what I recommend you to do is to have the three different dimensions. So design your video first for the vertical dimension, then for the mobile feed dimension than for the desktop feed. And I'm going to show you how to use all of these three different dimensions within Facebook. Let's see this example. This is, for example, an ad. It's a vertical ad. And as you can see, the text is put in a way that inside of the zone It's perfect for a vertical location. But if I want to crop this video, maybe it will not be working well because I would have my texts cropped. Now moving to this second example, this is, for example, a feed, a mobile feed ad. As you can see from the way they have corrupted, they can also use it for stories because the texts will remain readable. But I wouldn't do that. I would prefer to have another version with, for the Instagram story in that dimension. How we can manage that. Let's go to Facebook Ads Manager to show you how you can play around back and make sure that your ad look good and oil placements. Whenever I'm preparing my ads, I always use a tool provided by Facebook called Creative Hub. These tools allow you to create your ads and a separate placement and Facebook ads manager. So you create your ad in here and make sure it looks perfect and all placements. Then inside of your ads manager at the add level, you can link your design from here. So let me start first by clicking on create mock up. By the way, if you want to access this just Google, facebook Creative Hub. And Facebook would be taking you through this exact page. And then here you need to pick your ad account and start by creating a mock-up. When you create a mockup in here, facebook will be showing you how your ad will look like an old placements. Can you see that an oil placements first, we need to name your ad in here. I can name it whatever. Let's say we are going to name it. Trial. Then in here you need to select your Facebook page. I'm going to select, for example, my own page. Then you need to select her Instagram page. And after that in here, you started creating your ad. It's exactly like you do inside of the ads manager. But in here you are not publishing the ad to not be sent for review unless you want it to be sent for review. Okay. So I'm going in here to stick with a video. And at the media level in here, I would choose an everyday or an image. Let me choose a image. Let's say for example, this one. Okay, now Facebook is showing me how this will look like in different placements. In here. Facebook is asked me whether I want to crop the image directly or if I want to crop it by myself or if I want to replace it. So this means, for example, if I want to change this photo for that story dimension because it doesn't look nice. I can click here and replace and replace it with another image that fits the story. I mentioned, same for videos. So if I have uploaded a video in here at this for the fifth dimension, for example, and I want to change it for the storage dimension. I can do that. So as you can see from here, I can click on edit the group like this. And I can replace the whole creative, the whole video. I don't want you to use a totally different video, but I want you to use the video with this dimension. So you create first video with the nine by 16 dimension. Then you will create your video with the other dimensions and you upload that I, that I mentioned for each placement. Okay. The most important thing that will change is that texts location, because in this way you will make sure that the text is there depending on which placements you are using. This is the most important thing. So let's meet in here. Click on crop. Shows for example, this one. Click on Save. As I can, as I told you, it can directly edit this in here or you can change, replace the whole graphic. Okay, let me remove all of this and show you again. So let's say I want to click on Add Video. This is an example. So as you can see, it's very good for the story placement. It might be good for the feed or for the right column. I don't care about that right column so much. So what I care about are the stories and the feet. So either I cropped the video like this, which is might not be very good because it means that my text, as you can see, will be cropped. What I'd be doing instead is to replace this video by the same exact video. But this time while designing this video, I will make sure that all the text is within the one-to-one frame. I place a video and that's it. As you can see in this way, you can make sure that your video looks very good in all placements as well. You can go in here and fill all the information, the tax, the headline, all the information in here. And just in the settlor and the ad level inside of your ads manager. Instead of creating a ad from scratch, you just linked to an ad from the mockups to chew. So here, as you can see at the ad set up level, instead of creating an ad, I used a creative hub mock-up. This is a mock-up that I have created. I use it directly in here as well while you are creating your ads and here you can also do the same trick. You can always replace the video per placement. So you can change the video per placement. So that's it for this lecture and the next lecture we are going to see how to analyze your ads performance. You've created you as you start an exam, Let's see now how to understand how they are performing and what are the things that you need to be fixing. So stay tuned and let's meet in the next lecture. 19. L17 How To Measure Your Creatives Performance: Hi there and welcome to this lecture. And this lecture we are going to discuss how to measure your creatives performance. Well, when you are imagining your craft as performance, there are many things that you should be taking care of. First, you need to consider that tension. So where people interested about watching your video, this means you need to consider or to compare your 3 second views compared to the number of impressions. Let me explain this a little bit more. The impressions is the number of times your ads were shown to people. It's not the number of people who saw your ad is the number of times your ad where shown to people. So this means that the same person have seen your ad multiple times. The 3 second views is the number of people who watched more than three seconds of your video from the first three seconds of your video. As I told you before, the first three seconds of the video are extremely important because they show how attractive or let's say, how willing your customer, your viewers are to continue watching the video. In order to understand if your video is actually doing its job as at attracting the audience, you need to consider dividing the 3 second views by the number of impressions. If only 20 per cent of people are watching the 3 first seconds, this is acceptable. If less than 20 per cent of people are watching the 3 second, the 3 first seconds of fuel video. This means that maybe you video is not good enough and you need to change hooks. So this is the first thing you need to take off. Then after the attention you have the interests. And with this, you need to know how much these people watch your video. Did they watch only the first three seconds, or maybe the full video or maybe a small part of this video. This will tell you how engaging your video. The more engaging your video, the better it is. Then we move to the engagement. And in here we are talking about the most important thing and this is to evaluate whether your ads are doing their job or not. Remember your edge job is to move people from Facebook and Instagram toward your store. So if you click through rate is low, this means that people are not clicking when they are watching your video. They watch, they are watching your video, but they are not taking the action. This means that there is a problem because it adds are not doing their job. Remember when we talked about your ad script, we said that at the end of your video you must include a call to action, okay, So the actions or the clicks should be happening at the end of the video. And the more clicks you get, the better it is because it means that more people are interested about your ads, that more people are visiting your store, and then you'd add, are doing their job. So SETR, which is 1.5 per cent as acceptable ACT or low than 1.5 per cent is not good. This means that we need either to change your video or to change the audience you are targeting. Or maybe you need to include a clear call to action. Then you have the ROAS is usually how much money you are making directly off your ads. It's not about the profit, it's about a scene. That's it. So let's say for example, I invested $100 and ads, and I made and sales $1 thousand euro as in this case, is ten. It means I made ten times and Cs, but it doesn't take into consideration that because everything else, It's not about profit. Well, if you want to concentrate your profit, you need to consider your return, your return on investment or ROI. It is the long-term value of a customer that you gained over the total cost? Well, Facebook metrics can be challenging and they are not exactly the topic of this course, but when you are considering or when you are trying to measure your creatives performance. These are the things that you need to focus on. Now let's go to Ads Manager to make these a little bit more clear. So here I am inside of my Ads Manager and I'm at the ads level because I want to compare the performance of my EDS, Okay, in here, I have chosen video engagement. As you can see, there are different sets of default sets of metrics that you can check out. They are set by default, by Facebook. I have chosen video engagement because that's what we are looking at. Okay, so the first thing we have is the impressions are the impressions and as I told you before, impressions are the number of times your ad was delivered to people. So if you hover over year, Facebook will tell you this is the number of times that you'd advert where on-screen. Okay, So this is the number of impression. This is, these are two metrics that we are not going to use. And here we have the 3 second view plays. So for this first ad, which is obviously a good one, I can see that almost half of my, often people are actually viewing the first three seconds. This means that my ad is good. Okay, So as you can see, this one the same, almost the same, this one a little bit lower, but it's still acceptable. And this one is bad, for example, because it's not that bad actually, It's also 3330% percent. So as you can see for all of these ads, the attention is here because I'm having a good ratio between the 3 second view plays and the impression. If you hover over a year, Facebook will tell you this is the number of times that your video was played for at least three seconds or for nearly its total length. If it's shorter than three seconds. Okay, Now when you scroll like this, you will see other metrics in here. For example, we have in here the video plays, and then here you can get a better idea about how interested your audience is in your video. So you prove that you, firstly seconds are good by proving that you have a good attention ratio. Now you want to prove that the remaining of your video is actually good by showing that people continued watching the video. People were enjoying this video off 30 seconds or 15 seconds and continue watching it. In here you have the number of users per percentage. So as you can see, you have first and here the number of people who viewed at least twenty-five percent in here, 50%, 75 percent, Ninety-five percent, and one hundred percent. And I can say that people are actually enjoying, enjoying my video, they are watching it. Let's compare it for example, these two videos in here, I don't think any one of them has a similar number of impressions. But let's try. Let's compare this one and this one, they have a similar number of engagement that offer impressions. If we compare them when it comes to the video plays, you can see that almost the same, okay, people are enjoying my video almost in the same way. Maybe this is edited but no, actually, no, actually this one is way better because as you can see, out of out of 131 thousand impressions, I had 51,100% of you is, I have 51 thousand people who played the video and play that for the end, this means that they were able to reach that point. But I have included my call to action and invited them to visit the store or to purchase the product. But for this ad in here, I only have six thousands from almost the same number of impressions. So this could give me a very good idea that this video is way better than this one when it comes to the transitions to the engagement. So this is a better video and I need to try to improve this video to be as good as this one. Okay, then you can play around in here, read as much as you wish from these metrics, try to understand more. But these are the most important things that you need to focus on concerning attention and interest. Then we move to the performance and I'm going to choose performance and clicks. Okay? Going back in here, we have so many metrics, but this is the one that I actually care about the most and it tastes link through, through it. Nicky click through rate and the percentage of people who clicked on the link when they saw the video. So for example, for these ads, I have 1.21.41.31.7. When these click-through rates are not good, actually, they are not good. They should be better. I should be aiming for something above one by 1.5 per cent. But these ads are profitable. I know that I have been running them for awhile. They aren't doing very well. That's why I didn't care about the city odd because my row as my return on investment is good, okay? So sometimes you bet that the campaign is making sense. Even if you'd click is a little bit more expensive than you want it to be. I would neglect the click through rate and I would focus on the profit, okay? When your campaign it's a profitable, you never kill it. You try to improve it, but you never get. Okay, So these are my city, ours. And when you move in here, you will see the number of purchases I have made. So for example, here I have 21812061. I want to mention that these numbers are not accurate because in reality I have made more sense than those. If I go to my Shopify dashboard, I can see them. But here inside of the Ads Manager, facebook is not reporting or the sales force an update. And everything that happened last year. When you move further down, you will have their words. And as you can see, my YZ is below one because it's not accurate. It's not accurate at all. But for example, for this one is 0.82. Actually, it's very bad. Reporting on this account is not good at all because I know what's happening on choppy fight and that's why I always tell you, don't limit yourself with what you are seeing inside of Facebook ads manager. You need always to go to shopify, to go to your Google Analytics and review the numbers, okay, but anything related to your ads performance is actually happening within Facebook. That's why the metrics are accurate. Okay, so as I, as I said before, at this stage you need to look at a click-through rate, the TPC, which is a cost-per-click. I usually try to keep my cost-per-click to be less than $1. And as you can see in here, my cost per link click is lower than one daughter, so I'm fine. Then I have my city are which I aim to beat, which I like it to be above 1.5 per cent because this is the list I could accept. But as I told you before, you should be making your decision upon your campaign whole performance, if the campaign is making funny, is making money. If they're campaign is making money, it's totally fine to just disregard it. Oct are especially that my CPC is good because I'm having a very good CPM, so I'm not paying that much for the ads, which means that I'm still, I'm still able to be profitable, although that my city odd, not that amazing. Okay, so that's it for this lecture. And two, how to read these metrics? I know that reading Facebook ads metrics can be challenging and that's why it's either off my Facebook as masterclass. There is a very big actually section where you can see all the metrics. You can understand all of them. You can understand how to read them and how to optimize your campaigns based on them. But for this course, for this lecture, I'm only talking about the metrics that are related directly to your video ads. Thank you for watching this lecture and see you in the next lecture. 20. Outro: Congratulations, you've just finished the course. Thank you again for choosing this course and for watching it up until the end. I really appreciate that. I'm really very happy that you have finished this course, and I hope that it will help you to create amazing video ads. Thank you again for watching this course. See you soon. Bye-bye.