Digital Marketing | Facebook Ads & Marketing Masterclass 2023 | Robin & Jesper ✓ | Skillshare

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Digital Marketing | Facebook Ads & Marketing Masterclass 2023

teacher avatar Robin & Jesper ✓, Teaches Digital Marketing & Social Media

Watch this class and thousands more

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

    • 1.



    • 2.

      Facebook Ads Explained


    • 3.

      Getting Started


    • 4.

      Campaign Setup


    • 5.

      Facebook Ads Structure


    • 6.

      Advantage Campaign Budget


    • 7.

      Install Meta Pixel


    • 8.

      Optimisation Delivery


    • 9.



    • 10.



    • 11.

      Create DCT Ad


    • 12.

      Verify Instagram Account


    • 13.

      Add 2 Primary Texts + Headlines


    • 14.

      Review & Publish


    • 15.

      Important Stats


    • 16.

      Extract Winning Ads


    • 17.

      DCT with Winners


    • 18.

      Strategies Overview


    • 19.

      Problem & Solution


    • 20.

      Them VS Us


    • 21.



    • 22.



    • 23.

      Features Point-Out


    • 24.

      Benefits Overlay


    • 25.

      Founder's Story


    • 26.



    • 27.

      Before & After


    • 28.

      3 Reasons Why


    • 29.



    • 30.



    • 31.



    • 32.

      Banned Ads/Accounts


    • 33.

      Facebook Marketing Explained


    • 34.

      Facebook Profile VS Page


    • 35.

      Optimise Facebook Page


    • 36.

      Build a Community


    • 37.

      10 Post Strategies


    • 38.

      6 Strategies to Increase Reach


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About This Class

Are You Ready to Learn the Most Effective Way of Digital Marketing Using Facebook Ads & Marketing?

In this Digital Marketing | Facebook Ads & Facebook Marketing Masterclass 2023 we're taking you through a journey from Beginner to becoming an Expert in Facebook Ads & Marketing! 

Step-by-step training in real actionable steps to become confident in advertising and marketing with Facebook.


We'll Take You All The Way!

What you’ll learn

  • Complete Advertising Strategy Setup
  • 10 Ad Creative Strategies
  • 10 Posting Strategies
  • 6 Reach Strategies
  • Find Great Ads
  • Scale Great Ads
  • Automate Ads Testing
  • Build a Community

Are there any course requirements or prerequisites?

  • A Computer with Internet Connection.

Who this course is for:

  • Business Owners.
  • Freelancers
  • Marketers
  • Side Hustlers.
  • Influencers.
  • Advertisers

The Course includes:

Articles, Templates & Tools That'll Help to Optimize Your Facebook Ads!

Are You Ready to Take Advertising and Marketing with Facebook to the Next Level?

See You Inside The Course.


Robin & Jesper

Meet Your Teacher

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Robin & Jesper ✓

Teaches Digital Marketing & Social Media


We're passionate about teaching! There's no greater joy than watching beautiful testimonials of people achieving their goals and dreams. That's why we STRONGLY believe in full and constant support. With ALL of our courses you can expect:

If you're interested in learning Digital Marketing - Social Media Marketing or Creating a Something Awesome..

We're at your service!


Robin & Jesper

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1. Introduction: Hi and welcome to the complete Facebook marketing and adds masterclass. My name is Robyn and I've been successful in teaching digital marketing to hundreds of thousands of students together with my dear friend jesper, will make the two men team called Robin and jesper. And together we've spent the last couple of years working nonstop to produce and to update the most complete course on Facebook marketing and advertising. Now, this course includes over 9 h of video content taught in a step-by-step style, including templates, exercises, assignments, and so much more. It's designed to take you from a complete beginner with little or no marketing experience to a Facebook marketing and adds professional, fully equipped with strategies to get leads, sales, and a job. As a professional marketer, you will learn how to spend less time on your Facebook ads by properly using Facebook's algorithm, it has trillions of data points on billions of people with dynamic creative testing, you will learn what data columns to look for, to find good ads, how to scale them, and how to automatically test them against new ads to find even more good ads and continue scaling. You will also get to ten different ad creative strategies with examples such as that them versus our strategy. Testimonial strategy features point out strategy, three reasons why strategy, etc, that you can start implementing right away. And you will even get in-depth knowledge on organic Facebook marketing, where you will learn how to build a community of high-quality leads ten, posting strategies to increase engagement and seek strategies specifically designed to reach even more people. This course is 100% beginner friendly. You don't need any experience with marketing on Facebook to get started, we'll teach you everything you need to know step-by-step from a complete beginner all the way to becoming a professional. So if you are ready to get your business or someone else's business to the next level with Facebook marketing will see you inside the course. 2. Facebook Ads Explained: Actually, advertising on Facebook is incredibly easy. But what is the secret to success? There are two things you need to have in order to succeed with your ads. One, winning offer, that is a product or service that there's actually a demand for. And to a winning ad creative, that is a well-designed ad with a video or image along with texts and headline that is profitable. All of the other things such as bidding, targeting, testing, optimizing, etc. Facebook will do for you. This strategy we'll be using in this course will be lit Facebook's algorithm test ad creatives for us to find winners after the test, find and keep the winners. And finally, let Facebook's algorithm test new ad creatives against the winners. So why has Facebook advertising becomes so simple? Everything today is automated because Mehta, the company that owns Facebook, wants you to succeed. If you bring out winning ads, you will make and spend more money as an advertiser, which means that Meza makes more money. This is a win-win situation, and it's the reason that Facebook is the biggest social media advertising platform in the world. So if you're ready to get started and learn this strategy step-by-step to start succeeding with your Facebook ads will see you in the next lecture. 3. Getting Started: Hi and welcome back. In this lecture, we are going to be setting all the preparations that we need to set to start running Facebook ads. Those are going to be five things. Primarily. Number one, creating a method Business Suite, number to creating or claiming a Facebook page. Number three, creating or claiming a Facebook Ads account number for setting up your business information. And number five, setting up your payment information. If you have all of this already, you can safely skip this lecture. But if you're missing even just one ingredient here, you're going to need to go through this lecture with me and we're gonna do it together step-by-step. So just follow what I do on-screen. Okay, so let's get started with number one, creating our metadata business suites. So we're going to start off by going to is going to be in the resources as well. You're gonna get a screen that looks like this. It might be a little bit different for you because they changed this all the time. But if you don't have one, you're going to click on Create an Account. And if you're not already logged into your Facebook account, they're going to ask you to login with your personal account, just do that and then write in Again, you will end up here and you'll be able to create your own method Business Suite. So you have a couple of options. You're going to need to set up your business name here. So that's simply going to be the name of your business. If you're a personal brand, that's gonna be your name, then write in what your actual name is and then your business e-mail, and then click on Submit. Now you're only allowed to have a certain amount of meta business weeds here. So I'm not able to create a new one. What I'm gonna do is click down here where it says Go to meet the business with and login. Once you've logged in, you should end up on a page that looks like this. Now, remember if you created a new account, go to your email and verify your account right away, It's very important to get all of the functionality of metta business with. And if you don't end up in this place simply writing once again, and then you're going to end up here. So while we're not going to use these functions in this course, here's a quick rundown of the different functions in the method Business Suite. Now, you're gonna get all of the notifications of everything that's happening in your Facebook and Instagram account. Because remember met that owns both here. Here's an inbox for all of your DMs, for all of the messages, everything. So you get one central metal business with it's just one big central where you can manage everything for all of the metal businesses. That is Facebook and Instagram. Here you can watch all of your posts and stories and see their data are collected in one place commerce, you can add in all of your products in here. Now, we don't even need to use that for our ads though, but you can do it. You have your planner if you want to schedule future posts. This didn't used to exist. You used to have to pay for this service. You can see all of your ads in here on both platforms and you can get all of the insights and data in here. So that's just a quick rundown of all the things you can do. Now what we're gonna do is add in our Facebook page. So that is an asset to the specific metta Business Suite. We're gonna go down here and click on Settings. And then we're gonna get a couple of options. So we're going to move up first where it says business assets. And since this isn't a brand new account, this is an old account. We already have a couple of asset and you don't need to worry about any of these. We're going to fill these up with things such as the mega pixel. As we go, your screen is of course going to be blank. Now what we're going to want to do is add an asset. And the first asks if we want to add is our Facebook page. So we're going to go up here where it says Add Assets. Then we're going to click on Facebook page. Now we have three different options. You can create a brand new one, you can claim an existing one, and then you can request to share a Facebook page. If you're an agency, you're going to want to share someone else's Facebook page, meaning that you can use that in the ads, but you don't own that page. If you do own a page already, like e.g. we have a page it looks like this and it's under the name of Robin and jesper, we can simply search for this and add it in. It looks like this. We click on Claim, an existing Facebook page and then I would just search for, now, I just needed to write Robin and we end up here. Otherwise I could just write Robin and Jasper just like this click here and then I would claim it. Now if you don't have a Facebook page, I'm going to show you how to set that up very quickly. We're going to click on Add Assets, once again Facebook page, and then click here where it says create a new Facebook page. The page name is going to be Robin and jesper business, just to get a different name for it because we already have a robin and jesper. Now, you're just going to want to write your business name in here. It's not any more difficult than that. And then the category I'm going to run marketing, Let's see, advertising marketing. And I'm just going to leave it like that because this isn't important. And then bio, I'm just going to write courses to change your life. Now, these don't really matter. What's really important is going to be your page name because your page name is going to show up when you do the adds. And we're going to start off with a completely fresh Facebook page here. So this is really where you want to make a good decision and actually use your business name. I'm going to click on Next and now I'm going to connect this patient. I'm just creating the robin and jesper business Facebook page two aren't met dark Business Suite account here. So I'm going to click on agree and click on Create page, and then I'm going to click on Done. So here we have it. Here is our Robin and jesper page. Now the only thing additional that I recommend that we do at this point is that we click down here at the drop-down and click on View on Facebook, then you should end up here on your Facebook page. And if you don't end up in the ownership page here where you're only getting to view your page. This should be something like view your Facebook page as your business account is some sort of button like that. And then you should be able to customize everything. Then all you need to do is click on the logo here, click on update profile picture, then click on Upload photo. Now from here, the photo that you use is going to depend on the business you have it, since it's me and jesper, we're using a personal brand. And when you're using a personal brand, It's a very good idea to use a face. So that is why we almost always use this image of me and desperate when we're using different Facebook patient and advertising for ourselves. But if you are not your personal brand, but rather it is an actual business, then you're going to want to use a business logo. So we've ran multiple businesses and one of the businesses, what's called corps create a full-time. We don't run that business anymore, but we used to have a Facebook page with this logo because that business wasn't about me and jets per personally, it was about the product or that brand in itself. But when you are your own brand, used an image of your own face. So I'm gonna do that now and click on open, and it's already perfectly cropped. So I'm going to click on save, and there we go. And now we can just close this one down. So now if you update your page, it should show your logo right here, which means that we did this successfully. Now, if you don't have a logo, you don't know how to create a logo because you're running a business that simply go to And then at you can search for something like Facebook logo, scroll down, and then sort by best-selling. Here you're going to find someone that's going to now, this is in Swedish Krona, but this is going to find someone who's willing to make an amazing Facebook logo for you for around anywhere $5-15. So it's a really great idea if you're just not able to create your own logo. So it will go to and have someone else do it for you. Great. So we got to meet the business suite up and we have our Facebook page up. Now, before we move on, just one more node is if you move down to people, you're gonna have your self added in here and you yourself alone. Now if you want to add in some additional like I've added in jesper here, e.g. and he's an admin. You can click on add people in here. You can write in their business address and then decide if you want to add them in as an employee, meaning they have limited access to just a couple of functions or adenine essay Business Admin, meaning they have as much control as you do. So if you have a business partner, of course make them an admin. But if you have employees, people working for you add the mean as employees, they have limited functionality, but this is where you do it. You add in their email. They have to go through email and then acceptance. It's a very quick and easy process. Now step number three is going to be adding in or claiming a Facebook Ads account. So let's go ahead and do that. We're going to move over to where it says Business Settings and click there. Now, if you've ever done Facebook as before, you're going to recognize this interface. This is the old interface that Facebook used to use, but now they're even called Mehta and they have met the home. So things are a little bit different today, but we're gonna go down where it says account and below accounts we have ad accounts. We're going to click there. Now as you can see, we already have a two ads accounts up here, but you're going to have nothing if you've created a brand new account. So all we need to do is move up towards this ad, click there. And once again, you have the option to request access to an Ad account. Meaning if you're an agency and you're going to run ads for someone else, you're going to want to request access to their ad account so that you can do that service for them. If you already have an Ad account, you can click on Add, Add Account up here, you're gonna be asked to add in your Ad account ID. And that ID, if you already have an ad account, is going to be your ID. That's right up here. So you're just going to copy it and write it in. The easiest way to copy it is actually to look up at the URL. Now, if you look at these long and quite ugly URL up here, you're going to see that this is ACT, which is basically account. So I'm going to click here and everything after ACT this number is your account numbers. So all I would do is I would copy that and then I would go back. I would paste it in and then click on Add, Add Account and then I will get an email I would confirm and then they account would be added in here. But if you don't have one, then we're going to set up a brand new one is very easy. I'll show you how to do. We're going to click on Add. And then down here where it says create a new account at account name is going to be rubbing and Jespersen business ads, it should be called accordingly to your business name if you do more ad accounts in the future. So did you can sort of separate them, especially if you have multiple businesses and then your time zone, you simply set your own time zone. So while the time zone isn't very important, you just want to set your own incase you're going to schedule adds to that. You know, when the ad is going to run according to your own time zone. But for the currency that is very important, you want to set the same currency on your ad account. That's gonna be the same currency on your website or store. The reason for that is gonna be much easier to calculate the cost of your ads and compare it to the profits that you're making on your store so that you can calculate things like your return on ad spend, meaning how much more money am I earning on this ad versus the amount of Monday and I'm paying. So if you have a return on ad spend of three, that means that you're getting three times as much money as you paying for that ad. But the easiest way to actually calculate that is to make sure that your store and your ad account has the same currency so that you can calculate them straight off of each other. So I'm going to be using US dollars. I'm going to use it on US dollars. You'd just use what you need to use, or rather the currency that your store is using. Then click on Next. Then I'm going to select my business that we've created and then click on Create. Now since I already have two people in this account, I'm going to make sure that both of us manage the full AD account, both me and jesper. So make sure that you click Manage ad account down here. Then all of these people get all of the functionality and then click on Assign, at least it do it for yourself. And then we're going to click on Close. We're going to do the payment information in just a second and I'm going to click on. Next thing we are going to do is scroll down here to the left and move down to where it says business info, click there. Now, it's very important that you set up all of the business information that you have because you need to have a legal business to run ads as a business. Otherwise, if you don't have a business, then set up your own home as your business details, but you need to be held accountable for the ads that you're running. So if you have a business than set up all of your business details, if you're using a personal account or you're doing a personal brand or something similar, you use your own account, but down the line you're going to want to have some sort of business address, but for now if you don't, that's absolutely fine. So set all of that up in here and then scroll down and make sure that you activate a two factor authentication and then set it to everyone. The reason is that getting hacked on your Facebook account or rather your met the business which is very common and very easy by making sure that you and everyone associated with the account needs to use a two-factor authentication, you severely increase the security of your account and that's going to be very important. So that means that when you log in, you're going to need to provide a specific code that's going to be in your mobile, e.g. adding that code and getting hacked is gonna be so much harder. Once you've said all of this up, we're going to move over to where it says payment methods. We're going to click on Add payment method. I'm going to assign that role to myself. Click on Next, and then you're going to choose if you're going to use a credit card or an online banking at both works fine. I'm going to use a credit card and click on Next. And then I'm going to set this information up. Now it's important that if you have a business, of course, you need to use your business account here because this is going to help with all of the invoices and all of your accounting later on. If you're doing this as a private person, then at least open a specific account and get a unique card for this. It's just really helps to have all of your expenses in one place. That later on when you do the accounting, you can just use those invoices and display all of your costs from one place. So I'm going to write all of this in. And once you've done this, you've set everything up and you're ready to get started with your ads. Awesome. So what we're gonna do in preparation for the next lecture is simply go up to add accounts up here. And then we're gonna go to the right and click on Open in Ads Manager and then select the one you want to use and click on opening ads manager. And then you're going to end up here in your ads account. And the fun can begin. So let's get started already. In the next lecture, I'll see you there. 4. Campaign Setup: Welcome back. So let the fun begin. In this lecture, we're going to start creating our very first ad and starting up our very first campaign. Now, don't worry about these words like what a campaign is as we go through the different settings and start setting our very first add up, I'm going to explain to you what everything is, what the structure looks like, what the results are gonna be, etc. So we're going to move through this step-by-step, but let's take it from the very beginning. What we're gonna do is start off in our ads manager account that we ended up from a previous lecture. And if you didn't watch the previous lecture you skipped here. You can simply go to slash ads manager and you're going to end up in here. So we're going to start off by clicking on Create here. The first thing that's going to pop up is account info needed and this is a given, there's always something missing. We have set up all of the information in the previous lecture, but some information we need to connect to this ad account specifically, I'm going to go down and click on go to Account Overview. Now, in here there are three things that we need to have setup. We need to verify our e-mail address, which you hopefully have done. We need to confirm our Facebook page. And if it isn't confirmed, it's just gonna be a button here that says confirm that this is your Facebook page that is connected. You want to run ads through it. So just click there and confirm it. And then we need to add or payment method. And yes, we have already added or payment method in the previous lecture, but now we need to connect it to this account. So we're just gonna go ahead and click on Add payment method. And then it's probably going to ask you for a currency and for a timestamp and all of that information again, and that's absolutely fine. Just set that up and you assume going to end up on a screen that looks like this. And now when it says add payment method, we can just choose our business, manage your payment method. Click there, and then click on Next. And then we're going to have the card or the online bank that we added in the previous lecture and then click on Make default. Now it's been added and I'm going to click on done, perfect. So now we can just go ahead and click on Continue. So from here we're going to start setting up our very first ad. And the first thing that we're asked for is to choose a campaign objective. Now, just a couple of years ago, this was a very important choice because you had to decide if you want to bring awareness, that is just show your ads in front of people so that they're aware of your business. If you want to bring traffic, meaning you just want people to click on your ad and end up on your website. Or if you want the engagement, if you want people to click on some specific action, if you're running ads towards a Facebook page, you might want to get likes. If it's to an Instagram post, you might want to get comments, etc, leads. If you want to get leads and app promotion, if you want people to install your app and then sales if you want to get sales. However, today is a little bit different. Today, this choice is not as important because as we go deeper into the layers of the ads, you're gonna get an option that says optimize for. And this is something that's quite reason within Facebook ads where you can choose pretty much any one of these objectives and then optimize for something else. So I could choose a traffic campaign, but I could optimize for sales. Now, I could also choose a sales campaign, but I could optimize for something else. In other words, when it comes to the actual objective of your Facebook ads, this isn't super important. The only things you need to remember are going to be if you're going for sales, go for sales. If you're going for leads, then go for leads. And of course, if you have an app, go for an app, but for 99% of you, and this includes me as well, sales is going to be your option because we want to show our product in front of people and have them buy our product. And then we're gonna click on Continue. So this is the interface for creating ads. The first thing we're gonna do is give our campaign in name. Now there are going to be a certain structure to how we're going to structure our campaigns based on the strategy that we have gone through earlier on in the course. Remember, we're going to use a three-to-two strategy and we're going to dive deeper into how that works and what we're gonna do to set that up. But for now, the only thing we need to think about is, are we going to be selling a product directly, meaning we want to show a product to the people and basically say, you can check it out here, or do we want to lead? So for us, we are going to be selling our digital marketing course. So we are going to be doing something called direct to offer. So I'm going to write direct to offer. If I wasn't doing, an ad is going to lead directly to my offer, I would write a lead magnet just like this because what we're trying to get leads, but those are gonna be the two primary differences. And of course, if you're trying to get an app install, you would write app install in here, but then you would have a different objective as well because that has a few different options. So I'm going to write direct to our firm and then I'm just gonna do a dash. And then I'm going to write in the product digital marketing course because I'm going to be selling the digital marketing course. Now, when it comes to the structure of the campaigns for most of you, you're only going to need one single campaign if you're Aneesh store, you're selling each product. Let's say that you're selling different types of coffee beans. You're going to run all of your different ads within that one campaign. But if you have different products, Let's say that you're selling hats and you're selling shoes, and you're selling pants, and you're also selling light bulbs, that all of those different products are going to be different campaigns. And the reason for that is all of the other options in here are going to be customized towards that product. But if you have multiple products going to one and the same audience, e.g. a digital marketing course and a digital marketing mentoring. Those two are different products, but they would be going to the same audience. I would just keep them under one campaign. So always think in terms of product range and niche. So a product range would be e.g. a, digital marketing service or digital marketing course. That's the same product range, but our hats and shoes, those are different product ranges because those are going to target different people. So now for me, it's going to be direct to offer because I'm going to be selling this digital marketing course directly. I'm not going to be asking for leads. And I have written digital marketing course because that would be the products. Now if it was hats, I would write hats. If it was shoes, I would write shoes. So whatever it is that you're trying to sell here, you're going to write that here. I'm going to write it back to marketing course. As we go through the course, this sort of structure is going to make a lot more sense if this feels confusing, I promised you don't worry about it. Now, in the next lecture, we're going to take a little step back and look at the actual structure of an ad. If you look to the left, you can see that there are three layers. There is the campaign, there's the ad set, and then there's the ad itself. In the next lecture, we're going to talk about what those are, what their different effects are, and what you need to know about them in order to create successful ads. So, see you in the next lecture. 5. Facebook Ads Structure: Welcome back. In this lecture, we're going to be talking about this structure of your Facebook ads. Because every single ad that you create has three different layers with three different functions that work off of each other. Now a lot of the things that we're gonna go through here are going to make a lot more sense as we move on in the course. Don't worry about understanding everything from the very beginning, just get a basic understanding of how this works. So from the very beginning, if we look to the left, there are three different layers. We have a campaign that we're currently setting up. We have an ad set and then we have an ad, or also known as an ad creative. Let's take it from the very beginning. Now the ad campaign is going to decide two things. Primarily. Number one, what is the goal of your ad? And number two, what is the budget of your ad when you've decided on those two? And we already decided on one, we're going to have a direct to offer and it's going to be for digital marketing course. Next up, we're going to be setting up our budget a little bit later on in the course. Once we've set that budget, that is going to affect all of your ad sets and all of your ad creatives. So you're going to have one campaign, but you might have five different ad sets. If you set a budget for $10 a day than all of these ads sets underneath are going to share those $10 a day. So that means that it works in a hierarchy. All of the options that you select here, all of the decisions you make, a fix, all of your ad sets and all of your ad creatives. So the higher up the decision, that decision affects everything down below. So the ad campaign is all about deciding the actual goal of your ad and the budget for the rest of your ad and all of your upcoming ads. The ads set, which is a one level below the campaign, is about your targeting. This is where you decide who you actually want to target with your ads. This used to be super-complicated back in the days, we used to go into the ad set, scroll down to where it says audience and we'd set the location, the age, the gender, would go into detailed targeting and target very specific people. We'd exclude certain behaviors used to be super difficult to do and target correctly. And then down the line, Facebook would just remove targeting and then you'd lose your profitable ads. Today, this is easier than ever because everything is automated and I'm going to show you as we move on in the course how you can set this up faster and easier than ever with much better results for a much lower cost. It's quite amazing when it comes to your ad set. That is all about your targeting, who you want to target, and what you're going to use for the targeting placements such as, where do you want your ads to show up? The final level is going to be your ad creatives. And your ad creatives is the actual look of your ad. You can have one ad creative, That's a video. You can have another one, that's an image, another one that's a carousel. And now remember, this works in a hierarchy. So different ad sets can have different ad creatives in them. You can have one ad set that targets a US audience, that's going to have five specific videos, then you can have another ad sets the targets may be a Canadian audience is going to have a five images specifically. But all of those ad sets and all of those creators will work from the very same budget as the campaign budget that we set up here. So as you can see, everything is going to be working in layers in a hierarchy is all the decisions we'll make up here will affect everything down below here. Now for us specifically, we are going to be using the three-to-two method, meaning that the first thing we're going to be doing is we're going to set up our campaign here that we're going to continue on with in the next lecture. Then we're going to be creating a winning ad set where we are going to be saving all of our winning ads. And we are going to be finding out what an actual winning ad is down here in the actual ad created. So we're going to be doing a lot of testing. So there's gonna be one ad set where we collect all of our winning ad creatives. And then we're going to have two additional ad sets. There's going to be testing ads as we're, we're just going to throw in a bunch of new ad creatives and see if any one of those are profitable and those that are profitable are going to be thrown into the winning ad sets. So we're going to have three different ad sets. One where we only have winning ad creatives, and two, where we're only going to be testing ad creatives to see if we can find any winners. If we find that the winners, we put that in the winter, ad, creative. So this is how the structure works. And once again, don't worry about understanding everything. Now, it's going to make a lot more sense as we go through this course for now to continue setting up our ad campaign, all we need to do is scroll down, make sure we have sales selected and we've set our ad name, the catalog. That is only if you want to add in all of your different products from an e-commerce as a catalog that Facebook can choose from. We're not gonna do that because we want a little bit more control. We can select, Show More options in here and see if we want to add in a campaign spending limit. I recommend that you don't because when you start finding those winning ad sets and really scaling. Because remember the winning ad set would be down here, regulated by this campaign budget. You don't want it to hit the limit and you start losing money just because you will use set a limit early on. So I don't recommend that you do that. A B tests means that you can take two different variables in an ad set and test them towards each other, e.g. one answer with men only, one asset with women only, and see which one that works the best. I'm going to show you how to automate all of that and make that process so much easier in the upcoming lectures. So we're not going to need to use the AB test. This takes a lot longer time, it gives you a lot less data. Then finally, we have the advantage campaign budget, and that is what we are going to be going through in the next lecture. And by the way, if there are any additional options in here, e.g. special add categories of something right now, we don't need to set that up. And we also have campaign details for the buying type, meaning how are you going to sell your ads? We have it by default. Auction, meaning the highest paying bidder are going to target the right audience is all automated, but there are going to be some difference for some of you, this might look different. This might be placed differently. This might not exist at all. This might actually have a show more or hit this button up here to access. Don't worry about things looking different. Facebook changes the interface all the time. It's all fine. That doesn't mean that what we're going through is outdated. It just means that Facebook is constantly testing new interfaces for now, all we need to do is scroll down and then prepare to learn about the advantage campaign budget because this is a big one. See you in the next lecture. 6. Advantage Campaign Budget: Welcome back. In this lecture, you are going to be learning about is super important feature called Advantage campaign budget. It's this feature at the very bottom right here. Now, what it does is that if you activate it simply by clicking here, it allows you to set a budget that you allow Facebook to distribute automatically across your different ad sets, focusing on the most profitable ad sets and Add Creatives. Now, this is pretty amazing. When you create an ad set, you're going to have different looks. The ad creative is to design the actual ad itself that potential customers are going to see on Facebook, you're going to have a lot of different ads and you're going to have just a few different ad sets. But some ads are going to perform better than others. When you activate advantage campaign budget, what you're doing is that you're telling Facebook, I want you to put the majority of my budget into the ads that are actually working. This is absolutely amazing because this used to be something that we needed to keep an eye on and do manually. But now when you have something that clearly works, so let's say that you're trying to get more sales, which is reasonable. The ads that are getting the most sales are going to be getting the most of your budget automatically using features like this where we are leveraging Facebook's algorithm. This is how we use the smart, this type of technology using Facebook's trillions of data points across billions of people in order to optimize our ads and optimized our results. So let's go through how this works more precisely. If we go down, we have a couple of different options. We have daily budget and we have a lifetime budget. A daily budget allows you to spend a certain amount of money every day. However, this isn't a set sum. Now, if there is going to be particularly bad day, facebook is going to spend less. And if they think you have a bad ad, they're not going to spend any money at all, by the way. But if you have a particularly good day, they're actually going to be spending a little bit more. If I set this budget to $10, What's going to happen is that the absolute maximum that you are going to be spending in a week, it's going to be $70. So they're not actually calculated based on per day. They are calculated based on per week and this is important to know. So some days they might spend zero or $5 and some days they might spend 15 or more dollars. And that's all going to depend on where they see an opportunity. However, they're never going to spend more than the sum that you write in times seven, meaning the total that you're going to end up with after one week if they spent a lot the first three days. So you're going to spend less the coming days to always even now, the total that you have set here times seven for one week. So always for our Callender week. So there's the daily budget you optimize per day, but the actual optimization is the total per week. Now the other one is lifetime budget. Now you might set a lifetime budget for, let's say, $500. The problem with that is that if Facebook sees an opportunity is going to spend all of your budget right away. And that's gonna be a bit of a period because that's not really going to allow you to optimize the algorithm over time. Because the more you use the so-called mega pixel, which we're going to talk more about later. The smarter the algorithm is going to get and the better results you're going to get. So what you're going to want to do and I strongly recommend, is that you don't take this risk where you might blow your entire big budget in just a day or two or maybe a week. What do you do instead is that you even it out with a daily budget and this is going to be a lot smarter. So naturally your question is, how much should you daily budget B? Well, the primary idea here is that it needs to be a sum that you can afford to lose. That's gonna be very important because ADS take a little while to work up towards. You can't expect a profit from the very get-go. You have to understand that adds, get smarter and smarter than more you run them, but you're gonna have to run them and experiment a bit. So only set a sum that you can lose for a minimum budget, I recommend five. For most people would a decent budget. I recommend starting at ten. Don't go too crazy. If you have a larger budget, you can go ahead and set 20. But I recommend that you at least start off with ten. So I'm going to do that right now. I'm going to set this to $10 per day. And then scrolling down, now it says bid strategy options have been changed. We have renamed our bid strategy options. And I know they have and they keep doing these updates. So if you're going through this course and you notice that this advantage campaign budget is actually higher up. Don't worry about it because I've seen many iterations of this interface already and we've been updating this course for many years. This doesn't mean that it's outdated, it just means that they changed their interface all the time. So then there is the campaign bid strategy. Meaning, what is it that we want to bid for? Now we have a couple of options. If we click on edit over here, we could bid for the highest volume, meaning we wanna get the most results for our budget, getting as much sales as possible for our budget. We can also have cost per result goal, which could be handy if you e.g. know that one lead for you is worth $8, so then you don't want to spend any more than $8. So you can have a cost per result goal of a maximum of $8. So maybe you inputted a little lower, so you can actually be profitable with your ads, but a maximum of eight, then you can have a return on ad spend so that you know that you need to have a certain return to be profitable. And then you can also have a cat. You're not willing to pay more than a certain amount of sense or a certain amount of dollars for a specific goal. Now what I strongly recommend for all of you and that I personally also always use is going to be highest volume. Again, we want to leverage the smartness of the Facebook algorithm. They have trillions of data points on billions of people. They are going to be smarter than we are if we tell the algorithm to optimize for getting them most sales for the budget we're setting, then that is what the algorithm is going to focus on, and that is what we want. We want as much results as possible for the budget that we have set. So we're gonna go ahead and set highest volume here. And once again they're renaming this, I believe I've seen on iteration called maximize the results was one of these, so it might go on a different name, but highest volume, maximum results, etc. This is where we want to aim for as much resources as possible for our budget. And then scrolling down, we also have Show More Options, and this is for ad scheduling. Now we're not able to do that or change that as you can see, because ads scheduling is only going to be available for a lifetime budget. Meaning you can show your ads on a specific day, time of day or at night, etc. Before you know that the cost might be lower at night because they might be less advertisers, etc.. But this is just completely unnecessary complications. This isn't where you move the needle and get the actual long-term results. This is just minors. So we're not going to stress about this ad all we're going to have it run all the time. We're going to start at $10 and we're gonna make sure that we activate advantage campaign budget because with the three-to-two strategy that we're using, we are going to make sure that we create a winner ad set where we'll put all of our winner ads and then some tests. As we managed to find some winners and scale our budget, we're going to talk more about scaling later as we scale it, we're going to be able to do better and better tests and increase our profits more and more, but to do this as effectively as possible and spending a little time here as possible, we need to use the advantage campaign budgets so that Facebook can put the money where the results are. We always focused on doing what works. Awesome. Once you've set this up, we're going to scroll down and then click on Next. Well done, we've already set up our campaign. Now we're going to start moving down to our actual targeting, which is at the Ad Set level. So I hope you're excited. I'll see you in the next lecture. 7. Install Meta Pixel: Welcome back. In this lecture, we are going to start setting up our ad set. And the primary goal of this specific lecture is going to be to install the mega pixel. Now what the mega pixel is, why we need it, how it works, and even more importantly, how to install it. I'm going to show you all of that step-by-step when we get there. But let's start off from the very beginning by starting to set up our ad sets. Now if you've been following along from the previous lecture, you should have been setting up your ad campaign already. If you're watching this course and you're sort of just watching me without following what I do step-by-step on-screen, I strongly recommend that you actually follow along with me on screen and do everything that I do. Because at the end of this course, you are going to have the entire strategy. It's set up and running. Even if you don't yet completely understand how it works, it's going to make more sense to you as we go along here. So remember, we have done all of our actions and decisions in the ad campaigns such as we've said our goal and we've set our campaign budget. And that means that this ad set is now ruled by that budget. Now we're going to set up our ad set, and that means that that is going to be the rules and decisions. There's going to be deciding over the ad creatives that we're going to be setting up later on. So the first thing we're going to do in here is given an ad set the name. Now, the name we're gonna give this asset is going to be winners. The reason for that is that in this strategy, we're going to have one ad set where we put all of the ad creative winners. So we're going to be testing a lot of different ad creatives. And remember, an ad creative is the actual ad that the Facebook users will see. We're going to be having a lot of different videos, different headlines, different iterations. Some of those are going to be profitable, some of those are not going to be profitable, those who aren't profitable, we are going to be turning off and deleting those ad creatives, those that are profitable. We are going to be taking those ad creatives and putting it into this specific ad set. We're going to have one ad set specifically for winners and winners, meaning all of your ad creatives that are profitable. And then we're going to have other ad sets. There's going to be for testing. We're searching for the winners. Again, if this doesn't make sense, don't worry about it. It will make a lot more sense as we go through the process and set everything up and you can see exactly how this works. So let's move on. We know that this ad set is about the winners specifically. Now scrolling down, the next decision we need to make is going to be about the conversion. Or conversion is the desired action that you want your visitors to take. A conversion could be a sale, it could be a lead, it could be a link click. Pretty much what you want the visitors to do. That actual doing is going to be the conversion. Now remembering the campaign we set direct to offer, we want them to buy our product and the product that we're trying to sell in this case is our complete digital marketing bundle, 22 courses in one. So when they go here and they click on Add to cart and then check out and purchase it. Or when they click on PayPal and check out and actually purchased the course. That is, when we deem them as a conversion. So the different choices are, are we looking to drive conversions, meaning sales in our case on our website? Then we're going to choose this one, or we're looking to do it through an app, then it's going to be this choice. Are we looking at our website and app, this choice messaging app, then there's this choice and you can use chatbots in order to accomplish this. And remember met that owns both WhatsApp and Facebook Messenger. So there's a lot of different strategies that can be used here, and then you can do it through phone calls as well. Now, for most of you and for me as well is going to be website. This is where we do all of our ads. This is where most of the people do ads and there's strategies for everything, but this is truly the true and try it. So we're going to stick with driving all of our sales on a website. And the website that I just showed you in this case, scrolling down, we have the mega pixels. So what actually is the mega pixel will emit? The pixel is a piece of code that you place on your website that allows you to track your visitors. This is so important because remember what I told you in this ad set, we're going to put all of the winning ad creatives. Well, the only way to know if an ad creative is profitable or not is to track people from when they click on your ad, all the way to when they purchased your product. So that way if you're running a test on say, 20 different ad creatives, then you want to know which of those ad creatives are driving sales and which are not driving sales. And the only way to find that out is by tracking. So you want to turn all of the non-profitable ad creatives off. And you want to save all of the profitable ad creatives and put them into the winner ad set. And the only way to do that is by tracking people. Now, a quick caveat here. If you've been running Facebook before, you'll know that the mega pixel also allows you to save the information about your visitors. So everyone that is bought your product before you can save them into one audience and then target that audience with a new ad and sell a new product. This is called retargeting, and it used to be very popular since Apple released iOS 14, that sort of tracking is almost completely dead. Ios 14 made sure that tracking people long term is almost impossible. So that means that those strategies don't really work anymore. So instead of leveraging the pixel four saved down audiences, we're going to be leveraging. The Facebook algorithm and there are trillions of data points on billions of people to target very openly and finding your customers through their algorithm because they've spent a lot more time and money on their algorithm, then you're going to have on your audience that you are going to be saving down here. So it's a really good transition to make. So if you've been doing Facebook ads before, know that those strategies don't really work anymore today. So with that said, let's install our tracking and all we're gonna do is go down and click on create a pixel that we're going to name our pixel. And this is for your eyes only see, it's not super important. I'm going to call it Robin and just Burr's business test pixel. I'm going to use the word test it because remember we're running a new account from scratch. It just makes sense for us. For you, it should really just be either the business name or if you're a business and you're running multiple websites, it should be the websites and name. It primarily. Just make sure that you know where you're installing your pixel and you can keep a track of it. And then we're going to click on Create Pixel. And then we're going to grab the URL for sites. And while we're going to be sending people to this page, which is the product page where they can buy our product. Now the pixel is asking for what is the website that we own so that they can recognize it. If you look at the URL is not gonna be, the entire URL is just gonna be our domain. So I'm going to copy everything from here, copy it, and then paste it in here and then click on check. Now I'm getting the integrate with WordPress option right here. And if you're running a Shopify or if you are running some other program, you are going to get that integration and all they need to do is just make sure that it's checked and then click on Next. What we're going to do is we're going to install a plug-in for Facebook now, recognize that it has a really low rating, and I believe it's still does today. But that is because most of the functions in there aren't really that effective, but we're only going to be using it to install the pixel. So don't worry about it because it works perfectly for the pixel. So we're gonna go into the backend of our WordPress website. And remember if you're running a shop before you're running something has just follow those instructions. This is really straightforward. We're gonna go down to plugins and click on Add New. Then I simply going to search for Facebook for WordPress. And here it is. And as you can see, the rating is really bad. And I've checked out these reviews and then always for adding the catalog and doing dynamic retargeting with the catalog adds, there's a lot of functions here that's not very effective, but for the pixel is very straightforward and easy. Don't stress about this. So I'm gonna click on Install and then activate. Okay, Awesome plugin activated. So let's head back. We fall of the one-two-three, we clicked on the plugin, add new Facebook for WordPress install and activate. Now let's click on Next. So we're gonna go into settings, choose Facebook, and then get started. So let's do that. Now here's where things get a little funny. If we go into settings, we're going to see that there's actually no Facebook there, but rather is going to be up here in marketing. So some things change, places change. Even Facebook don't always keep up with their own updates. So when you see things in slightly different places, just know that Facebook changes things all the time. It doesn't mean anything is outdated, mainly just means that trying a new interface and they will update later on. So for me it's in marketing for you, it might actually be in settings or in marketing as well. And then I'm gonna go into Facebook and then click on Get Started. I'm going to login with my personal account. And since I'm selling a product here and I'm going to be connecting my pixel is going to be integrating the Facebook with WooCommerce. Now, WooCommerce is this specific program that I'm using to sell the product for you. Again, it might be a different product, it might be a completely different program. Overall, it doesn't matter, just follow the instructions, make sure everything is installed and then it's going to be automated. And then I'm just going to go through this setup to make sure that I've selected the correct manage your accounts and selected the right Facebook page, etc. And for now we're just going to click on Skip connecting to Instagram because we're going to do that later on as we're setting up our ad. And then we're going to click continue. And then they're going to require us to set up a catalog which actually we don't need and we're not going to use, but we still need to set one up to continue. So I'm just going to click on Create New. I'm just going to have a name click on Continue, and then click on Continue again. Because once again, we are going to be selecting our own product with our own link. This is a different strategy, but it's not the one we're going to use n From what I've seen, it's not very effective from my experience and from the students experience. So I'm going to click on Continue here, and now we need the Ad account numbers. So if we go back to where we're getting all of these instructions, we're going to see account number up here in the URL. It starts with 86 and it's this number that ends with ate it. So I'm just going to find this in the drop-down. And here we go. Eight is six and it ends with AD. Now, luckily, we've already named it accordingly. But if you didn't name yours well, or you had for some reason a lot more out of counts like we do. Then simplifying your account number down here and select it and click on Continue. And then down here we're going to use Robin NGS brisk business test pixel, which is the one that I just set up and then continue. And then if you look down here, there's something that says automatic advanced matching. Basically what this says is that if Facebook should find some other types of sources, maybe that's on your website that they can use or that's come from other data sources that they can recognize who the person is visiting your site. They are going to be allowed to use those additional sources to recognize the person. Because when a person enters your website, they look at the IP address and they tried to match that IP address with their Facebook accounts or didn't know who it actually is that is clicking on your product. So you want to give them all the leverage they can in order to match as well as possible. So we're going to leave this automatic advanced matching on, and then there's nothing else there. Now remember, we didn't set up your Instagram profile. We're gonna do that later on. Don't worry about it. It's also not mandatory, but it is beneficial. So scrolling down, I'm just going to click on Continue. And now since I'm using WooCommerce is asking for a bunch of different permissions to basically integrate with your website and Facebook to integrate with your website and everything to sing together as a system? Yes, that is exactly what you want in order for the tracking to be as good as it can. So we're gonna go down and click on Next. And there we go. Now we're all set. So I'm going to click on Done. And then it says you just authenticate it Facebook. And then they're going to redirect me back to my site. Let's click there. Perfect, So let's return here and we're going to click on Next. And this is where we send traffic to our website, meaning we just installed the pixel. They just told us everything is successful in grade. But testing, testing, testing, we can't just take their word for it. We need to see it for ourselves. So I'm just going to write the URL for my website here, which is Robin and And then I'm going to send test traffic and see if the pixel registers that traffic. So that's going to take us to our website here. And now I'm just gonna head back and see if you registered. So now as we can see, it says active, so sending the test traffic actually work. Now some caveats here. If you send your traffic and then up on this website, then you notice that it doesn't show active and nothing is happening. Chances are that either you just need to wait a few minutes and try again because the pixel hasn't registered, it takes some time for it to activate just minutes. Or you're using some sort of tracking or ad blockers. So make sure that all sorts of blockers that you're using deactivated for this test because that's going to block the testing itself. So that's just important to know. Once you have it active like this, we're gonna go down to next and then we're going to land here where it says set up events. Now, events are going to be specific things happening on your website. However, when you've installed the pixel and connected the way we already did, It's going to have everything in it already and everything is going to be automated. So it's going to recognize when there's an add to cart, when there is a purchase, when there's a page view, etc. And there is a great way for us to test this. Now if you're running on Chrome, I believe this exists for Safari as well, but it's worth getting Chrome just temporarily for this. Then search for Facebook Pixel Helper and then add that your Chrome browser then makes sure that you've activated your Facebook Pixel Helper. Go to the page that you're looking to track and that you've installed the Facebook pixel up here. You're going to see that it's giving us some information. So this is just the product page looking down. It's registering a page view and view content. Very, very good. So e.g. if I click on Add to cart, it should register and add to cart as well. So now I've added it to cart. Let's look up and it's registering Add to Cart and page views. So as we can see, this is already working now I could drop this down into one update card. I could scroll down and proceed to checkout and actually by one and make sure that this runs as a purchase. But when it's rigorous drawing Add to Cart and we've seen it this way. It really is going to be working. The pixel doesn't feel that way, but you can test it. Should you want to just go into sandbox mode if you're using PayPal or you could lower the price to zero, just have a checkout and test it and then look and see that it's registering. But if you're getting the page views, if you're getting the add to cart, all is well, and that means that we don't need to set up any events here because the events that we need are already registered and you can customize it further, but you really, really don't need to. You can add in an event like added in payment information, but all of that is just majoring in the minors. Waste of time. In my opinion. I don't use it. I don't recommend you spend time on it. So I'm going to click on Next. So we've already tested or events. We've seen that the work already from using the Facebook Pixel Helper. So we don't need to test it in there, but you can if you want to verify further, I'm gonna go down and click on Finish. Perfect. So now what we're back here, I'm just going to click here and I'm going to select our pixel and then the conversion event, what do we want to happen? Well, we want there to be a purchase. Now, don't worry about the warning is this event has been prioritized since iOS 14. Add says using this event may not be delivered to people who opt out of tracking. And that's just the name of the game here. Once again, they have trillions of data points on billions of people. This is the best we can do. Yes, advertising became a little bit harder since Apple released iOS 14, but it doesn't mean that it dies. It just means that we changed our tactics and we adopt. So we're going to choose purchase because what we choose is actually what is going to be optimized for. And then it's going to say your pixel isn't ready. We haven't received any activity from your pixel yet, and that is because no one has purchased, Don't worry about it when you get your first purchase, this is going to show up as green and not all of these scary warnings going on here. But should you test your purchase, this is going to go green right away. But we know at this point that the pixel is installed, the pixel is working and we can move on, so well done. See you in the next lecture. 8. Optimisation Delivery: Welcome back and really well done on making it this far. Now we've done some really important setup in our ad set already. I want you to remember that setting up your first ad and installing all of the important features such as setting up your ad account and getting the mega pixel in everything. It can feel complicated and it can feel really bothersome and time-consuming. But once all of this is that sits really when we set up our first ad, an ad sets to continue keep going and using this strategy is going to be super easy. So if you feel like this is a really difficult and time-consuming process, rest assured, it will only get easier once we set up our very first ad, which is why I recommend that you do this with me step-by-step so we can go through it together. Okay, so we've set up our ad set name. This is the winners optimized for website. We just installed our pixel and we are going to optimize for it purchase event. Now remember what you're asking Facebook to optimize for in this case purchased that is what they're going to focus on. Their algorithm is really smart. They know what kind of people that is going to want to purchase your product. The more ads you run this smarter it gets. But if you optimize for something else, It's literally going to optimize for that. If you would choose Add to Cart, you're gonna get a bunch of add two cars but no purchases. So those are old school tactics. They don't work anymore properly. Utilize Facebook's algorithm if you want purchase as optimized for purchases and allowed the pixel to learn that from the very beginning. Now, don't be afraid of this. It says your pixel isn't read it because it's going to register on your first purchase. If you click on view pixel here and scroll down, is gonna say make sure your pixel co was added correctly by sin and blah, blah, blah. If the status is shown as active, your code has been installed correctly. It is active, it is installed correctly, so we don't need to stress about it. Now, the next option we have is the dynamic creative. This is something we're going to go much deeper into. This is going to be our main feature for testing all of the different ad creatives later on for this winner set, we're not going to use it, so I'm not gonna go through it in this lecture, but we are going to come back to it. I'm going to go through exactly what it is, why we need it and how to use it in the best way. My, we use it for this winners ad set. We're going to let it go scrolling down, we have optimisation and delivery. Now, optimisation and delivery, just a few weeks ago, it was actually at the bottom down here. So if this isn't the option that shows up for you, There's something else ahead. Just scroll down to optimization and delivery so we can set it up together. Again. They changed the placement of these all the time. Now remember what I told you that when we were in the campaign and we optimize for sales, this isn't very important. Well, the reason this isn't very important, which one we choose is because Here at optimization for ad delivery, this is where we decide what we want the ad and the algorithm to focus on. That's very interesting. So if I click down here and by the way, there might be an edit button for you up here. So just click Edit as a little different on different screens. If I click down here, you can see that we can optimize for landing page view. So we can also optimize for link clicks. The interesting thing is if I would choose link clicks in here, then this entire ad would be optimized for only the people interested in link clicks. So that will basically be an old school traffic objective. So even though the objective that we have chosen here, the campaign objective is sales, if we choose link clicks, it's going to be a traffic ad. This is once again where these aren't super important. By default, we always go with sales. But this is really where the magic happens, where we tell the ad what we want them to optimize for. Now, once again, what we tell the ad to optimize for is what is going to be targeting towards and what is going to be learning about. So while the old school sort of strategies is start off by letting the pixel and the algorithm learn about your audience through link clicks. And they'll let it learn through Add to Cart and then optimize for purchases. That doesn't work anymore. The algorithm is too smart and it's a roundabout way. Rather, go off with conversions right away. We've already decided what a conversion is. A conversion is a purchase, okay? So we want the Facebook ads, the algorithm that pixel everything to optimize towards our website, towards an audience that's interested in our product and wants to purchase the product. That is going to be very important. If you optimize for anything else, you're gonna get a different result. Now, scrolling down, we also have cost per result, but again, that is going to be if you choose something else. Now if I would go with landing page views, e.g. or impressions or daily unique reach, then we can start deciding how much are we willing to pay for one, this is a lot more advanced. This is how Facebook Ads used to be. We don't need to do this difficult anymore. The algorithm is a lot smarter than we are even the best advertisers. Again, trillions of data points on billions of people, whatever we assume and whatever data we have is going to be limited compared to Facebook's data. And remember, if Facebook succeeds, that means you can spend more money on Facebook, and that means Facebook earns more money. So this is a win-win. They want you to succeed. So we're going to keep them on conversions and we're not gonna touch this, there's nothing to touch. And then if we click on Show More Options, we have the attribution, meaning, what do we want to attribute to an actual sale? Well, the default is seven days after clicking or one day after viewing. This is the gold standard in the advertising world, so we're not going to touch this. This is just a great option. So basically, if someone clicks on an ad and then purchase it's six days later, that is going to count as a conversion. If it's eight days later, that's not going to count as a conversion. So this is what you want to attribute to actually being a conversion. And when will you be charged? We're gonna be charged by impressions, meaning how many times the ad is shown, not to unique people, but just how many times the ad is shown. And again, if you choose something else here, you could be charged by link clicks, you can be charged by unique views, etc. But when it comes to conversions, you are going to by default be charged by impressions. And there's nothing we need to touch here because this is the default and this works. Scrolling down further, we have budget and schedule. Again, you can set a specific budget for all of your ad sets. But what we have done is that we have in the campaign level, we have set our daily budget in here because that is going to allow Facebook to spread out this sum on all of the different ad sets that work. And this is what's going to allow you to scale, not only scale your winners, but also scale your test. Because if you are doing different tests and they're not working out, Facebook won't be putting money there. They're just gonna be putting money in the winners. And then you know that your winners are the best ad set and then your tests have failed. If you have a test that's better or compared to your winners, well then you're profitable and you have a winner. So this is by far the easiest, most time-saving and most effective way of regulating your budget for your Facebook ads. So when we go back here, there's literally nothing we need to do on budget and schedule. We're not going to set a schedule either. This is just going to start when we release it by default, so we don't need to set an end date. There are more options. We can set an ad spending limit just like before for the specific asset, but we're not going to regulate that once again, for the same reasons as we spoke about earlier on scrolling down. This is a pretty big one. This is going to be the audience. This used to be huge, but again, we need to go through this so you properly understand how to target your audience in the best possible way. That is going to be the next lecture. And I'll see you there. 9. Audience: Welcome back. In this lecture, you are going to be learning about audience targeting. Now, remember, the primary function of the ad set is who are you looking to target? Now previously, we've set up that we're targeting people who are interested in purchases on our website. And we've optimized everything. So a conversion means a purchase. We've optimized the ad delivery for purchase, and that means that right now we're targeting 1-1, 0.2 million people. But that is because there are some default settings in here already and is currently targeting and Cyprus. Basically what Facebook ads is asking is, who do you want us to target with this? Now, back in the days when we did audience targeting, we use to dive really deep. We'd have market research data. We'd put the specific location and might be a specific state in the US would put an age that might be 23-4 to four years old and only women or only men. And then we'd go down to detailed targeting and only target people who are interested in romance or fidget spinners are interested in something specific. So there was very detailed in that meant that you created a lot of different ad sets with a lot of different targeting that took a lot of hours. So basically back in the day, your audience targeting what's the make it or break it when it came to your ads. But today it's very, very different. Today we use something called a broader targeting. The reason we're using a broad targeting rather than a specific targeting, is that within abroad targeting, we're going to target millions and millions and millions of people. And we're gonna tell the Facebook ads algorithm that this is our product. These are the people we're looking for, go fetch. And the benefit with that is that once again, I keep repeating this. The Facebook algorithm has trillions of data points on billions of people are knowledge. And the limited data we have the weekend set up in our targeting is always going to be limited in comparison to the billions of dollars that Facebook has spend on their research, on the trillions of data points that they have. They have so much data, it's ridiculous. And they allow us to leverage that data if we set it up broadly and openly and say, okay, algorithm, go do your magic. But if we target specifically, we're going to limit the algorithm. And that just is going to limit your results. You had to do it a couple of years ago, back in the days we've updated this course for many years. That's how we used to teach facebook ads, but today that is going to limit your results and it's kinda waste so much time. So let's go through all of these different options and I'll teach you what they are and what's recommended today. Now the first thing is that the audience is who are you looking to target? You can create a new audience or use a saved audience. We're not going to play with this. We don't have an existing audience. Later on in the course, I'm going to show you how you can create different audiences and use them. But once again, those are old strategies, but I still want you to know where they are and how they function. So should they become available in the future? You can access them, but for now we don't have them. We're gonna go through them later. You can also exclude audiences. I'm going to show you how to do that as well. Now, the first thing we want to target in on is the location. Currently for me it's a cypress because that's where I spend most of my time, but that's not where I want to target my ads. Now since I'm selling a digital product, the location isn't very important. I'm going to be targeting the most consumer-friendly English-speaking countries. And we call them the grade six. And those are the six English-speaking countries like the US, the UK, Canada, Ireland, Australia, and New Zealand. So those are the ones that we're going to be targeting. So I'm going to move over to the right, click on edit here. And then I'm going to remove this. And then I'm going to leave this on people living or recently in this location. That doesn't matter, really want change the outcome much. And then I'm going to click on Search for location and writing United States. I'm going to target all of the United States. And then United Kingdom, target all of the United Kingdom, Canada, Ireland, Australia. You'd be surprised how big Australia is. Finally New Zealand. There we go. So now rather than 1 million to 1.2 million people, I have up towards 310 to 365 million people. So I'm going to reveal what the benefit is of that in just a second. But for now, if you're selling a digital product like I am, then targeting very broadly these English speaking countries is a great idea if you're selling a physical product, of course, the rules are gonna be different. If you have a warehouse and short shipping times in the US, e.g. you might only want to be targeting the US or if you're in Canada, if you're in Norway or in Europe or in Asia, wherever you are, you want to target where you're actually delivering the product to your customers. But with a digital product, the rules change a little bit. Now scrolling down, we also have the age. Now, again, HE used to be a huge thing, are used to need to do your market research and really nail down which age do we want to target? Facebook is too smart for this today. Now, if most of your customers are going to be around 35 years old, what you're going to optimize for it. So I recommend don't touch this age span. I know some people want to put it up 18-21. You can do that. But in my experience, if the 1820s years old aren't going to purchase facebook, aren't going to optimize for them anyway. So I'm going to leave them on similar gender. I always leave it on all gender even when there are gender specific products. Why? Because even if you are selling men's trousers, there's still going to be girlfriends, partners out there in heterosexual couples, there are going to be wanting to buy it for their boyfriends and Facebook knows this, and they know who those people are and they're going to be targeting those people. So there's no reason for us to limit the algorithm whatsoever. So I'm going to leave this on all genders. Now, this is where the magic used to happen in detailed targeting. In detailed targeting you can target down in something like e.g. romance. And we can target people who have an interest in romantic films, romantic novels in languages. We could target digital marketing since that's very apt for our product, then we could target people who have an interest in digital marketing. And the way this works is that you have different interests and pages that you can like on Facebook. And if it's connected to digital marketing, then we're going to target people who like those pages and who has shown an interest in digital marketing and those are going to have the ad is shown to them. Of course, there are difficulties with this gets more problematic, e.g. if you're selling dog candy or dog food than just targeting people who loves dogs is problematic because a lot of people loves dogs, but they don't actually own a dog. So it gets a little bit more complicated. Now the problem with this is that back in the day I would do something like digital marketing. And as you can see, we have lost about one tenth of the size now is just 33 million. I do something like this. And then that would be very specific, only targeting these people. But as you can see, if you look down, it says, we may deliver as beyond your audience for your selected objective is likely to improve performance. This used to be optional, so you used to always click this off in order to make sure that this is a specific targeting. That's not possible today, facebook knows from their data that if Facebook gets free hands, they are going to do a better performance and give you better results than if you target very specifically herself. So this isn't even an option to this. Even if I target for digital marketing, if they see an opportunity, there's still going to expand beyond digital marketing. So today there's no such thing as various specific audience targeting. It's gone. The next problem is that I might create an ad set in digital marketing. It might be really, really, really great and do well. And then Facebook removes digital marketing as an interests, and then that ad is going to be dead. This happens to advertisers all the time. They finally interests that makes them a lot of money. And then Facebook removes that interests and they lose all of their profits. So don't limit yourself in the detailed targeting on any interests. Facebook is removing interests all the time because interests are dying away. Facebook knows that if they let their algorithm lose without any interests that they can find through their own data points without limits, they are going to have much better results than if we limit the algorithm with our own targeting. So what we're gonna do is we're not going to use any targeting at all. Now I just want to show you how this works though. You can add in suggestions in here from what I've just chosen. So we're gonna use social media because they add in digital marketing. We can also browse in demographics, interests, and behaviors. And again, these used to be so much bigger, which so many more detailed interests, but they're removing them one by one. I think that in the future they won't even be a section called detailed targeting because they're just picking it away and then you can just let the algorithm loose. I'm not gonna do anything like this. I'm also not going to define further, but define further just to teach you what it is means that if I would write something in like, let's say engage sharper, like this. That means that you need to have someone interested in digital marketing and who isn't engaged shopper in order to match. And now we're narrowed down to 16 to 19 million, almost 20 million. But that means that it needs to target both of these. But if I didn't use define further, if I just added in another one, Let's say I want to suggest and I added social media. That's going to make our audience bigger. Because now it's going to be digital marketing or an interest in social media marketing. But again, this is going to limit the algorithm. We're not going to use any of these. So by not adding in any of these, we're going to have a huge audience of 310,365 million people. That means that your scalability is huge. Back in the days when we only targeted 1 million people will have an ad that became profitable. We'd have it start at ten dollar, would scale it to $30 and we would make more money. And then it would die at a 50 dollar a day because the audience size is so small, you're not able to scale it. Then I'd go in here, I decide on a new detailed targeting, the hour after hour after hour, creating more ad set with more targeting. You're going to save over 80 per cent of your time by using a broad targeting. And you're also going to allow profitable adds to scale a much higher because you won't have a small audience of 1 million like this, that you're going to saturate. You're going to have up to 400 million people in this targeting that you can scale to thousands, maybe tens of thousands of dollars a day. This is where you truly move the needle in your business, start becoming profitable for real. So all in all, there's a lot of options when it comes to audience targeting this section. But what truly drives the needle and gives you results in your advertising are going to be having a winning offer. That is, you're actually selling a product that people truly want that is essential. And number two, having attractive ads and that attractive as it's going to be the ad design. And we're gonna put a lot of effort and love and time. In this section, I'm going to show you ten different strategies that you can adapt yourself and that you can really play around with, and how to test different things and start getting those results. But those are the two things that truly matter. A winning offer. And having attractive, effective ads, targeting broad and with broad, you save a ton of time. You free up the algorithm to use a lot more data than you will ever have, and you're going to have a massive scalability. So all of the benefits, so scrolling down languages, very same thing here. They know which ones they're going to like your ads. You can limit to English. There is no need whatsoever. And scrolling down, it says Show More options, but it's actually currently not showing anything. And chances are that they're well, maybe they're updating or adding or removing something in. It doesn't matter. There's nothing more that we want to sit up here anywhere. So if you have something additional here, it won't matter scrolling down. The next thing is placement, and that is also something that we want to go through more in-depth and we are going to do that in the next lecture. So I'll see you in the next lecture. 10. Placements: Welcome back. In this lecture, we are going to be talking about placements and placements, meaning, where do you want your ads to be showing up? Now remember, metta owns Facebook and Mehta owns Instagram, and there's a lot of different places where they can show up. They can show up as an Instagram story in the messages section on the news feed when the sidebar on Facebook, there are so many different places where you ads can be shown. If we scroll all the way to the bottom, we have this section here called placements. And there are two different options in here. The first one is advantaged plus placements, and it says, use Advantage Plus to maximize your budgets and help show your ads to more people. Facebook's delivery system will allocate your ad sets budget across multiple placements based on where they're likely to perform best back in the day is not long ago. We always used to use manual placement, would go to manual placements and then we'd select devices. We do some ad sets on only mobile, some ads is on only desktop. Then we'd choose a couple for only Facebook, a couple for only instagram, someone only messenger with limit these with sometimes tests these one at a time, as you can imagine, creating different ads and targeting was a full-time job. This took hours and hours and hours and we test everything, everything, everything, and we make ad sets, so details. So there'll be like 30, 40 AD sets with different targeting just here alone to see which one performs the best. Today, there is a much, much, much easier option. All you need to do is this done with this option, what we're doing is once again, we're giving the reins to the Facebook algorithm. We're telling it that showed the ads where it's most likely to perform best. Again with your trillions of data points, you know best, I don t know best, I might have an agency, I might have a lot of data, I might know my audience inside out. You're still not going to know better than Facebook's algorithm, especially when it starts going. So using these recommended placements and allowing Facebook to target where it works, that is always going to be your best option. Not only it's going to save you so much time, but it's going to bring your results way up and lower your costs way down. Now, just to show you here in manual placements, there is a lot of different places where it's going to end up. There's also a place called Audience Network, meaning it can show up on all the sides if it makes sense to do so. But we have the feeds who have the stories and released in stream overlay pose. We have the surge, we have an article, we have the apps. We have a ton of different places where they can show up and we're talking about e.g. the search. Now the search doesn't just have to be on Facebook. We're talking about the search and Instagram are talking about a potential searching, the messenger Audience Network, etc. These really expand out. We're going to target all devices. Literally, we are going to be using the algorithm that Facebook has, that they've spent so much money into developing and use that to our advantage. Now there is something called Show More Options down here where you have some things like e.g. brand safety. The inventory filter is basically if you are very afraid of your ads showing up to some video that's very vulgar. So if you're Coca-Cola, e.g. you don't want to be associated to, I don't know, maybe a promotional video of ******* where they're blowing up rockets and burning down trees and eating the ashes. Something crazy where you don't want to connect your brand with. This is much more sensitive for big brands. If you're not a huge brand, honestly, just leave this as it is and allow Facebook's algorithm to expand where they see it fit. Now, with the standard inventory, you're just going to target everything that's normally it works. It can have some swear words, it doesn't matter. But if there's something added in very highly sexual encounters, e.g. or something that's about to be banned. They might recognize that early and then prevent your ads from showing. So I recommend just leaving these acids. We don't have a block list. We don't need to block anything. It we don't need to exclude anything. We want to show it basically on as many places as possible. But I recommend not using the full inventory because again, there's a reason that the standard inventory is recommended. That's going to be by far the vast majority and that's going to bring you the best results. So once you've done all of this, I'm just going to collapse this one. And that's it. You've set up your ad set for the winners. Now, in the next lecture, it's time to set up another ad sets where we're gonna do our tests and then we're going to start designing our actual ad. And this is where we're going to spend a lot of time and effort and learn about how do we add them in, how do we customize them? How is the automation going to work? And then what are the different strategies that you can start applying? Very exciting. See you in the next lecture. 11. Create DCT Ad: Welcome back. In this lecture, we're going to start organizing our ad strategy and then start designing our very first ad creative and start doing our ad creatives test. Now there might be a couple of things in this lecture that is a little confusing to you, but don't worry about it because I'm gonna do my best to have all of this makes sense. And the further down we go down this ad strategy rabbit hole, then more sense is going to make to you. But I strongly recommend that you follow my every step onscreen in this lecture because this is going to set you up for success with this strategy. And so what we're gonna do is that if you are in the same place as I am from the previous lecture. So we're going to move to the upper left corner and dangerous click on Close. Don't panic. None of this is gonna be erased. All of it is already saved. We're just going to close this down for now. So basically what has happened here is that we have created our campaign, right? And we can see that in the campaigns in here. And that is this direct to offer digital marketing course. Now in here, if I click on this specifically, I get to the ad set. And this ad set is called winners. And if I click on winners, this is going to be the Add Creatives. Now we haven't created our ad creative yet, and that's for a reason. We don't have any witnesses. We need to start finding our winners first of all, so we don't want any ad creatives in here. Yes. What we're gonna do is go into the ads section in here. We're going to select this ad, and then we're gonna go to the trash here and click on Delete, and then click on Delete. There we go. Now, we still have the campaign, we still have the Ad Sets winners. But then right now, we don't have any ad creatives. What we're gonna do later on is put all of the profitable ad creatives into these winners sets. But in order to find those winners, we need to create a new ad set where we're going to start testing different ads. And those different ads are going to show in here for that specific test. And those that are profitable, we're going to grab those and put them in here specifically. So what we're gonna do now is we're going to head over to winners. And then we're gonna go down and click on Duplicate. We want it to be in the original campaign because we're only going to use one campaign like we spoke about earlier. We just want one copy for now and then we're going to click on Duplicate. So as you can see, we still have this setup. We have the campaign up here and here's the winners that we just created. And here's the winners copy, the copy that we just made. So we're not going to call this ad set winners. We're going to call this D, C, T. And then we're gonna do, I like to do this hashtag one. This stands for dynamic creative testing. So this is going to be our test ad set, but we're going to do a bunch of different ads and see if we can make any of them profitable. And if they are, we're going to put them into winners. So DECT dynamic creative testing, number one. Now scrolling down what we're gonna do is we're going to go to dynamic created and we're going to turn that on. So what is dynamic creative? Well, if we click on Learn More, we can see that it says dynamic creative takes multiple media. That is, it could be images, can be videos that you add up and multiple add components and then mixes and matches them in new ways to improve your ad performance. So e.g. scrolling down here, it can create a story Carousel ad based on a single image or headline. It can crop your image and video. It can apply a template your creative elements for stores. It can create videos for whom your images. It can display your carousel cars as a video. So basically you're giving Facebook free hands where we're going to upload three different creatives, that is three videos or three images. And then we're going to tell Facebook, Hey, do what you think is best. Some people out there, they love carousels, some people love images. Some people loved to have certain emojis or to have a certain editing or a certain speed. They know this. They have trillions of data points on billions of people. They've then add this for years to spend billions of dollars on these. They know so much more than we ever will. And allowing them to run these tests for us. And then allowing the megapixel to get smarter and smarter and smarter. That is going to increase all of your results over time. So this is how we're going to be finding art winning ads. We're gonna make sure that we use dynamic, creative and allow Facebook to run all of the tests for us. So with that said, we're going to click this one down. We're not going to touch winners anymore. We're going to call this DCT hashtag one. We're gonna run a lot of dynamic creative test. As we go on. We're going to scroll all the way down as you can see, the location we targeted. All of this is the same. The advantage plus placement would just copy this. The only difference is that we change the name and then we added in dynamic it creative. So now I'm going to move over here. I'm going to move to the right and I'm going to click on Create Ad. Now as you can see, this ad is directly below DCT one. When you have profitable ads running under winners, those ads are going to be below winners. So the hierarchy here is very easy to see. On the top we have the campaign. Down below, we have the different ad sets, but the answers are on the same level so we can see that they're easily add. Then they add, the signs are going to be sort of check them like this under its correct ad sets. So this ad design belongs to this one. It doesn't belong to that when it only belongs to this one. So the first thing we're gonna do here is that we're gonna give this a name. We're just going to call this creative taste one. Now, it's not super important and what you call it, it doesn't really have to be exactly what is in here. It could be video test one, it could be whatever. But you're going to be running a lot of tests and just using these hashtags and see which tests number it is. It's going to allow you to organize everything according to your test number, which is going to help you when you find those winning as you know, which one is the successful one which isn't a successful one. And then all of your image files and video files you can also name according to these numbers that you're using here so that you know which of your creatives is gonna be successful and which aren't. So for now we're just going to call these creative test number one. Now scrolling down, we have the identity, of course it's gonna be Robin angiosperm business, that's the one we used now, Instagram account, again, with the placements we want to appear on as many places as possible. So we're going to make sure that we do connect their Instagram account. So I'm gonna go ahead and click on Connect account here, writing all of the infant, then just login. Once we've added in our Instagram account for some of you is going to say you need access to advertise. And that is because when we added in our assets, we added in our Facebook page. And for most of you, you're also going to have added in your Instagram page because if you were logged in on the same browser to your Instagram page as your Facebook page, it will automatically have added your Instagram. But because I'm using a fresh browser to record this course, I wasn't logged into Instagram. So in the next lecture I'm gonna go ahead and add in access for my Instagram account. So if you have this already, no worries, you can skip the next lecture. But if you get the same error as I am, we're going to set that up in the next lecture. So let's not worry about it for now. Next up, we have branded content. Are branded content means if you are an influencer, e.g. and you're trying to sell someone else's products, you're going to need to check this and go through these options and then select the partners Facebook page. This isn't what we're doing. We're selling our own product, we're doing our own thing. So we're not going to check this scrolling down. We have the ad setup now we can have a manual upload or catalog. Now remember when we installed the plugin on our WooCommerce, we can use a catalog. This cannot select all of our different products and then set them out and try to optimize those. That is not a very good strategy today, the strategy that we're going to use this, they were going to have a manual upload and upload our own creatives because that is going to give us the freedom to test their own creatives. And with those tests, allow Facebook to mix and match and see what they come up with to give the very best results. So we're going to leave this on manual upload. And then at format, we have single image or video or a carousel. Now, always choose single image or video because it carousel, Facebook is going to create carousels for you if they see fit. So when we do this test, this is a three-to-two test and we're gonna go through this more in detail step-by-step. But the first step in the three-to-two strategy is to add in three creatives. Those needs to be three images or three videos. It's very important that in each of these DCT test ad sets, you only use either three images or three videos because then you allow those three to compete against each other and see which one that works, it's going to be much easier to not only find your winning ads, but also figure out what is working here. What can I test the next? Can I it using a different person at the front hook? Can I use a different environment, a different, something else? But if you're only going to throw in a random image, a random video, etc, you're not gonna get those results where you can start looking at them and ask questions. What am I going to test next? Because once again, you are going to select the details to test, but Facebook is really going to be doing the targeting for you. But we still need to be smart about this. So we're going to have single image or video and then multi advertiser adds, it says, helps people discover your product when they show commercial intent and are in the shopping mindset, your ads may appear alongside ads from multiple businesses in Instagram feed. 100%, yes, the more places we can show up where the Facebook algorithm, things that we're gonna get results that is going to be perfect. So we're going to leave this checked. Scrolling down. We have the ad creative and this is where we upload our creatives. So I'm gonna go down, I'm going to click on select videos. Then I'm gonna go to the right here and I'm going to click on Upload. And I've already selected three creators that I want to use for this ad. Now, I want you to do the same. Either use three videos that you want to use for your ad or use three images. It doesn't matter where you start. If you don't have three videos or images, that's absolutely fine. Later on in the course, we're going to talk about strategies, how to think, how to create them, how to optimize them, all of these valuable things in order to start running your actual ad creatives and gets resource. If you're not there yet, that is actually fine. But if you are there now and you have this material, then please select them. You're also able to go to and create three different image designs and then add those in and take it from there. But again, if you have nothing at this point, Don't stress. We can still go through the set things up and then as we go through the strategies later on, you can start creating your creative than just jump back and hit publish later on. So absolutely fine. Don't stress about it. So I'm going to select all of these and click on Open. Now it might take a couple of minutes before your actual creatives are uploaded. And you might also get a warning sign, but don't worry about the warning sign. Here. It's saying the video can be used for Facebook story ads. And that is because these ads are a little bit longer and that's absolutely fine. You're just going to optimize for as many places as possible. Some best practices here, there are certain rules for what you can and can't do in Facebook ads. And we're going to talk much more about that later on in the course. But for now, it's important to know that you're not allowed to shame anybody. You can't write in all caps. You're not allowed to call anyone out. You're not allowed to target people and say things like, If this is CU, 55-year-old with this issue, don't target people and call them out by age. Don't call them out by ethnicity. None of these things are allowed. And also before and after pictures that are highly shaming, those aren't allowed. Either. Just have good intent for now and make decent ads and you're gonna be fine. And we're going to talk more about this later on. The next thing to know is, now these are horizontal. It's worthwhile to create a vertical videos because the vertical ones are going to take up more real estate on people's cell phones. So they're still allowed to be published on as many places, but they take up more space. And that's worthwhile because you capture people's attention more. So, it's very worthwhile to experiment and start off by adding in vertical videos rather than horizontal ones. Once everything is uploaded, you're good to go. It says adds generated by dynamic creative sub better results by adding up to ten images or videos. That may be true. But in my experience and from the other people running all these tests, adding in three at a time is going to allow the algorithm to optimize for these ads and allow you to see what is truly working. So we only add in three at a time. That is how this strategy works. So I'm going to select them 12.3 and then click on continue scrolling down. We have the next option, this has optimized created for each person. So what that means is that different people like different things. Some people love emojis. Are there people hate the mode you? Some people love bullet points, some people love carousels, some people are moving, takes, some people love to have the description over the text. Facebook knows this. Are you going to allow Facebook to optimize the creative individually from the data points that people have individually on people. 100%, yes, give them creative freedom. This is how you find winning ads with the least effort. Now, before we move on to the final thing we wanna do is add in the website URL so we can see a preview. So I'm going to be driving people to this site or this product page rather, I'm going to copy this URL and head back then downwards this website URL. I'm just going to paste it in. And now we're going to start seeing all the different results in here. There's still plenty of more things to set up. Now, in the next lecture, we're going to verify our Instagram account. If you haven't verified already, you can skip the next lecture. If you don't have it verified, then follow along with me in the next lecture and we're gonna do that together. So I'll see you in the next lecture. 12. Verify Instagram Account: Welcome back. In this lecture, we are going to verify our Instagram accounts so that we can use Instagram placements for our ads. And Facebook is going to do this automatically. If you already have your Instagram verified, then you can safely skip this lecture. But if not, let's do this quickly together. So from where you are, I'm going to open a new tab and I'm just going to enter And from here I'm going to go down to the bottom and click on business settings. Now, if you have multiple accounts, make sure that you have the correct account selected in here, then go down towards this account here, and go down to Instagram accounts. Then here it's going to ask me to login. I'm going to click there, click on Login, writing the info login, and that's it. Now I've added the axis, I've added the axis for myself. So if you have multiple people in the account, click on Add People in here, I would select the jesper in this case, and then I just make sure that he has full access on literally everything. There we go. And then click on Assign done, and we're all done. So now we can click this page down, jump back in here, and now I'm just going to refresh my browser. No more redness. We're all good to go. We can scroll down and we can prepare to start working on our primary tastes. Awesome, We're verified. See you in the next lecture. 13. Add 2 Primary Texts + Headlines: Welcome back. In this lecture, we are going to continue setting up our ad creative with the three to two strategy. And again, the three-to-two strategy means that we're going to add in three creatives. Then we're going to add in two primary texts and we're also going to add in two headlines. So scrolling down here is our primary texts. Now the primary text is super-important, is going to display just above the actual creative on them most of these different placements, if I write in primary text here and I give it a second, we can see where the primary text is going to end up. So here is a classical Facebook feed. The primary texts ends up here. Lot of the cases, this is going to be the very first thing that grabs the Facebook users attention. If we look at something else, the Instagram feed is going to display down here. If we look at the Facebook marketplace placement, it's not going to be displayed at all. So again, these aren't going to be showing everywhere, but the primary text is going to be shown in most places. So Facebook video feed e.g. is going to display just above versus this is a very important location to have your takes a chance to grab their attention and really attract them to the product that you have. So naturally, the question is, what are you going to write for your primary texts? This is the job for our copyright it or people who make a full-time living on writing these sort of takes, especially for ads that are going to convert and actually generate sales. But there is an easier way to do this. And that is to spy on your competitors and simply model what works. Let me show you what I mean. This site is going to be in the resources. It's the Facebook ads library. You can also access it at slash ads slash library. And you're going to end up here. But we're able to do is they were able to look at what sort of ads are other people creating. Now, if you have a business, you've had it up for a while, you probably know who your actual competitors are. That's very good because that means you can search for your competitors accounts and then you can look at what ads they're doing. And then you can actually model their primary texts and their headlines. So the way that this works is by scrolling down. First you set your location. And I'm going to set all because I don't want to limit for this at all. And then they add category. We're going to leave this, this is just for specific uses like issues or politics or any of that. So we're going to make sure that we select all ads and other electronics or politics or anything like that. Then in here, we're going to search for what we're looking for. Now, if you have a competitor, then all you need to do is search for that competitor. Let's say that I was in the clothing business and my competitor was Lululemon. I would search for them and here you can see that here they are. Now you also have to remember that some accounts are going to have e.g. edu dot Lululemon in their actual Facebook page. So if you're copying a big brand, makes sure that you know if it's gonna be specifically for Germany or specifically for the US, for our state. Big brands usually have specific accounts for specific locations, but if you have smaller competitors, you can just write in that account. Now, if you're brand new and you don't know who your competitors are, what you can do is simply search for the topic itself. So since we're selling an online course, I'm going to search for digital marketing online course and then hit Enter. And now we're gonna get a bunch of ads. Not first of all, if you just search for this and you're getting a blank page, that means that you have some sort of ad blocker or content blocker in the background. This is very common if you're using the Safari browser. So just make sure that you deactivate whatever tracker blocker or whatever blocker that you have activated for this site and then refresh the page and this should all show. And if you have no possibility to find it, just download and other browser, even if just for now and use it. As we can see, we're gonna get a lot of information. We're getting digital School of Marketing, this is very cool and everything, but there is a problem here. We don't know if any of these ads are successful or not. So that is the big problem. We can see that there's a lot of ads, but if I were just to e.g. oh, here it is a primary text and copy this one and you slightly override it. I don't know if this is successful. I don't know if I want to copy this. So the best thing we can do in order to ensure that we are only modeling successful ads is by going to the right here where it says filters. And then we're gonna go down and first of all, only search for active ads because that's important if they turn their adult, that means there's probably not profitable anymore. And scrolling down, We're gonna make sure that we only look at ads that are at least six months old. Why? Because no one in their right mind is gonna leave their ad running for six months if it's not profitable. So this is a very clever way of finding ads that are definitely profitable and that you're gonna be able to model and use in your own ads. So what I'm gonna do is click can just go 123456 and then going to put on the first and then apply these two filters. And this is where it gets really interesting. Now, if you search for your competitors, that means that probably most of the ads are gonna be very targeted. But if you didn't know your competitors in which to search for. And you just searched like I did for a digital marketing online course, then you're probably going to have to filter through and find what specific for you. I'm just kinda scroll through these and see if there's anything I like Now I know of HubSpot. I've learned a lot from them. I know they have a great software and I'm going to look at this. And they've been running their ads since let's see, since April 2022 is currently in November. So if they'd been running this for about seven months, so definitely they are going to be successful and their primary takes is a no cost, no application, just skills free courses for aspiring pros. Now, we're not selling a free course. That might not be our best fit. Now here's another one and it says, Hey, there, while you're taking a scroll and snack break, why not learn how you can grow your career with HubSpot Academy? I actually think that's a really cool takes. So what I'm gonna do here is I'm going to click on C, add details, and I'm liking this text a lot. So what I'm gonna do is I'm just going to copy this text, just like this. Copy it, move back and paste it in here. So I think this is a really cool beginning. So now it says, Hey there, while you're taking a scroll and snack break, why not learn how you can grow your career with an instead of HubSpot Academy because they definitely are a brand and we're not selling HubSpot, we're selling Robin and jesper is online courses. But I'm going to angle this differently. I'm going to angle it to how you can grow your career with digital marketing. Because again, when it comes to advertising in the outside world, no one is really going to know who, Robin and jesper it. So when it says you can grow your career with Robin and jesper, that's really not going to say that much. But if you say how you can grow your career with digital marketing, that's gonna be much more attractive. Hubspot can do it because there are big brand already. So this is the first primary texts I'm going to use. Next up, I'm going to click on Add Text option. Because remember, we're going to have three creatives and we added three videos, two primary texts, and two headlines. And later on, I'm going to show you how all of these works because we're going to taste the winning primary texts towards a new one, etc. But that's for later on in the course. So for now we're just going to find two primary tastes that we believe might work for us by modelling or their success. So I'm going to click back here, scroll down a little bit more. Now here's a different business has also been running for many, many months. So they're definitely going to be profitable. So it says in-depth, practical digital marketing classroom in India program. And then it says Ford applause models in one course, 20 certifications, etc. So this is actually pretty interesting to me. I'm interested in. Can I take this text and rewrite it so that it fits mine and just press corps and maybe make something out of that. So I'm going to copy all of these texts, hit back in here and just paste it in and I'm going to start rewriting it. So now I've taken that primary texts and I read an in-depth practical digital marketing online. And I'm going to add in course as well, 22 courses in 18 plus hours video content lifetime X is guaranteed 24 h Support Certification. Roman angiosperm successfully taught over 200,000 students how to change their lives with digital marketing. So as you can see, I've taken the actual outline of this primary text and just rewritten as you match me and jesper, Where's the previous texts was a little bit more copy paste. Now, again, we have no idea if this is going to work or not. There's only one way to find out and that is to test. So that is exactly what we're going to do. So those are the primary texts. Next up we're going to add in a headline as well. So let's head back. I'm going to scroll up because I really like HubSpot. They're a great brand and company. So I'm going to click on this one once again. And as you can see, it says Digital Marketing Certification and you get a certification in this course as well. So that is likely something that they have researched and no work. So I'm going to try that very thing. I'm going to write digital marketing certification. That's the first one that I'm going to add headline option. I'm going to head back. Here's another one. This is digital marketing specialists course. I'm going to click on add details. I think that's actually a very cool potential headlines you so digital marketing specialist course. So I'm going to hit back and I'm going to write digital marketing specialist course. And there we go. Now we have three creatives, it to primary takes and two headlines added in. Now there's also a description, but if I write in description, you're going to notice that on most places that description will not show em by the way, it's at a very unattractive place, so we don't use the description, we don't test the description. We don't waste any time on this. Most of the places where we look at the description is not going to show. It really won't matter if we use it or not emphasize. In my opinion, it's sort of clouds it a little bit, given people too much options and making it more difficult to read is not going to help this. Just saying Digital Marketing certification, that is a great way to approach it. Adding more text down below here isn't going to add more value is probably going to make it harder to read. So we are going to leave the description completely blank. There are a couple of more options. We're going to look through them. Then we're going to preview what this will look like, and then we're actually going to publish it. So I'll see you in the next lecture. 14. Review & Publish: Welcome back. In this lecture, we're going to review the things that we've done. We're going to check out the last of the settings in the ad design section, and then we're just going to go ahead and publish it. So let's start off with looking at what we've actually done and just safeguard everything to make sure that it's all good. Now scrolling up to the very top pair with named our ad correctly, we have the right Facebook page we've added in our Instagram account manual upload. We've selected a single image or video, so we add three videos or three images. Multi advertising ads needs to be checked with adding three creatives. Remember not more, not less. It will allow to optimize. We've added in two primary texts and we've added in two headlines. Now, when it comes to the primary tastes and the headlines, there are a couple of rules and I'm going to link this met that rules at page in the resources section as well. But there are certain things you're allowed to do and certain things you're not allowed to do and it's all going to be in here, e.g. it says Methods, advertising policy prohibiting, adds the content personal attributes, including information on avoiding assumptions about someone's personal attributes in your ads. So the question is, what on earth does that mean you're not allowed to somehow use people's attributes? Well, if you click in here and scroll down a little, you're gonna get a couple of more examples. E.g. if you have an ad takes it says, find out how our Financial Services can help people like you who just turned 62. You can see it well, what's the problem with that? This Ad implies a knowledge of the exact age of the person who sees the ad. Or here example add texts, meet other Jewish is singles. And the violation is that it implies to know the individual's religion is Jewish. So you're not allowed to assume any attributes. You can now target ethnicity. You cannot target people and call them out as overweight or underweight or to be a certain age or anything. That's literally it's specific. Now, there's a lot of rules and it goes on in many different topics like I've just gone back about sensational content, cryptocurrency, dating, online gaming and gambling, alcohol, social issues, etc. It's easy to make a mistake, but should your ad gets shut down and you are in that bad luck, should your account get banned? Later on in the course, there's gonna be a lecture about what to do if you accidentally break some of the rules. There's a lot of different ways to approach this and go around it. And the good news is, it's not gonna be the end of your world. You're still going to be able to get ads up and continue running them. But depending on if it was just an ad or it was on account banned or different approaches. And we're going to talk much more about that later on, what to do and then how to do it. Now, going back, the good news is that we've modeled other people in these primary texts and in these headlines. So chances are they are going to be saved because they'd been up for more than six months, they're already profitable, they probably work with that said, some locations are more prone to having their ads shutdown than others. So e.g. if you're in Silicon Valley, California, there's a lot of ads coming out of there. If you have a lot of ads shut down, then the algorithm is going to be more sensitive in that area. Similarly, if you're spending a lot more money on ads, the algorithm is going to be less sensitive for shutting down your ads. So it's not fair, but it's just how it works and it's worth to keep in mind scrolling down, we're not going to touch the description. We had the website URL and we need to click on preview URL just to make sure that we haven't added in the wrong address. Because not only is it's going to shut down your ad and give you a warning. You're not gonna have any results whatsoever. So this is completely correct, That's great. I'm going to click this down, head back scrolling. Now we have a display list. Now, the display link is just gonna be the URL that shows here for us, it's fine. But if I were sending people to perhaps a course page, it might be called corps dot Robin and And that's not a super attractive links. If this was the actual URL, I might actually end the display link adding Robin and just like this because then it's going to be more clear who it's from. A safer URL is not going to look weird in any way, but for us it actually is from Robin and just below it comes. So we don't need to add in a display link, but if you have some sub domain name, it might be worthwhile to do so called extension is only if you're going to add in an actual phone number, e.g. if you have a service, that might be a great idea. If you're running a restaurant ads, you can write in your phone number and you're going to be able to get people to click on the button and call you here. But we're not going to use that call to action is the actual button in here. And we don't need to make this complicated. We don't need to test this because this isn't what drives the needle in your business is having a winning offer and creating, winning attractive at the signs. So it's not about the actual call to action button, but for us who are selling an online course, we're trying to get people to watch your video in our video on our landing page, we're going to use learn more so that they can just approach it slowly and check it out. If you're selling a product from your e-commerce right away, then you're probably going to want to go in here and use, Let's see, shop now, e.g. now, if it's an app, download would make a lot of sense to use contact us if you're selling a service, especially high ticket service. So it's just going to depend on what you're using, but learn more is perfect for our purposes. Again, you don't need to test this. Don't waste time and energy on things that are in the n won't really matter. Scrolling down, we have our tracking the most, most important. It's going to be that the pixel is in place, perfect offline events. Now it's going to be tracking data for offline events. We're not going to use it. But it's automatically set up. It always tracks. There's one more thing and that is the URL parameters. So if you click on Build a URL parameter, you can add in some custom information here. And that is great if you are a big brand and you're running Google ads, and you want all of this information into Google ads as well. Now, if you connect Google ads here, you're already going to get that information, but this allows you to be more specific in your information. So a good rule here is if you don't know what a URL parameter is and you don't know what any of this means. You probably don't need it. But if you are running a bigger brand and you want more customizable and more detailed data in your Google Analytics, e.g. or whatever third-party software you're using. This can be a good idea to set up for your different ads, but we don't need to do this. We don't need to waste time on it, So that's it. Now we have our ad design all set up. So what we're gonna do is we're going to click on advanced preview. And now we can see what our ads are going to look like in different places. This is pretty cool, isn't it? We have our Facebook feed is gonna be right here. We have our Instagram feed, marketplace video feeds. We have the primary text up here. We have the headline down here, we have the video here, the call to action button off. Learn more. So very, very cool stuff. It's too long for Facebook stories, that's absolutely fine. Some placements just aren't going to work. It's going to show up in the reals, etcetera. But as you can see, not always, but most of the times worthwhile to create vertical videos because e.g. on reels, you're going to have more area here to show your video when it's horizontal like these videos, you're not going to use all of this space. And it is a good idea to use all of this space. That is something that you can try out later on as well and test with. But as a starting point, use vertical videos most of the time. So this all looks amazing. I'm going to collect this one down. I'm gonna go down now, and I'm just going to click on publish down here. Amazing. So it's published. I'm going to close this down. So now if we go all the way back to campaigns, we have one campaign, and within that campaign, we have two different ad sets. We have the winners ad sets where we're gonna put all of the successful ad creatives to all the successful ads. And we have the dynamic creative testing, which is the one we're running right now. So if I click on winners, you can see it has no ads on it. But if I go back and de-select it and I click on dynamic creative testing, you can see that it's going to have this one at testing here. And remember it has three creatives, two primary texts, and two headlines. So that means that there are 12 different configurations because they can mix and match in many different ways. And Facebook can make a lot of more iterations that he wants, but at least 12 different iterations that it can test later on. I'm going to leave this on for a couple of days. We're going to come back and we're going to look at the statistics that we're getting from these ads. And C is anything successful, is anything working? Which ad is performing the best? Why is it performing the best? And we're going to have a breakdown of those statistics. But for now, if you just publish with me, know that he's going to say processing here. And once it's up and running, it should say active. So you're going to want to go back and make sure that this is actually on, make sure that this ad set is actually on, and make sure that this ad is also on, because then they're all going to be running. And since the winners, even though it's on, it doesn't have any ad in it, so it won't be costing you any money. It can do anything. And then for now, this is it. In the next lecture, we're going to be looking at a couple of statistics. There's going to have come from running these ads. But again, I want to say if you're in a new account with a new pixel, you're gonna have to run ads for a little bit before you start getting good results. So chances of us getting sales and becoming profitable in the beginning, quite low. But still we're going to look at the stats and see what we can make of it. Great. See you in the next lecture. 15. Important Stats: Welcome back. In this lecture, you are going to be learning what important stats that you are looking for in order to know what a good ad is and what a bad ad is. Because the Facebook algorithm is going to tell you now before we move on at this point, you may have published your first ad. If so, congratulations if not, no worries, you have a lifetime access to this course. You can use backtracking. Go through it again. No worries at all. Now before your ad actually goes live or gets denied, it's going to take a couple of hours. Firstly, we'll get processed, then it will get reviewed. The process takes a few hours and the review can take anywhere from a few hours to an entire one or two days. If you have image ads is going to be a little quicker. But we published video ads, so that actually took 24 h before it went live. And the more ads you do, the more the algorithm is going to trust you through the faster this process will be. So just know that it might take a little time to go live and should you get denied? No worries. We're going to talk way more about that later on in the course. Just read what policy you broke, make the appropriate change and then publish it again, again, more about this later on in the course. So in order to speed up this process a little bit, we are going to look at a different Facebook ads manager account. We're going to look at a project and me and jesper or running right now. So we can look at what the stats are and then we can apply this strategy in real times. You really get to see how this works and of course, what the stats that we're looking for are and what decisions we make off of that. So let's heading. So here's the Facebook ads manager account. So as you can see, we're gathering leads here. We're not going straight for the sales, and we're gathering leads for a free course called WordPress in one day. So the word person one day course is our lead magnet in order to get leads. And then when we get those leads, we have an e-mail sequence that we're going to send them deeper down a funnel and then down the line, we're going to sell them a product to make this entire funnel profitable. Because remember, we're looking to create a business, be profitable, pay off the ads, etc. Now let's hit deeper down and see what stats we've gotten because we've been running this for one week and that's the appropriate time you want to be running these tests for. I'm going to head into the ad sets. As you can see, we have two dynamic creative testing ad sets, and we have one with the winners. We don't have any winners yet because we've just set this up, but this is a real project that we're running right now. This isn't just for this course, we're spending money on this and we're looking to get some results from this. So we're making some real decisions here. So the first thing we want to know about is that we're currently, if I head back to campaigns were spending $20 a day on this, now average you want to start off with maybe ten. And if you're on a low budget Phi, but if you do have a more solid budget, you can easily start with 2030 or 40, no worries whatsoever heading back into ad sets. The first thing we want to know is, what is it that's working and what is it that isn't working? Now, in order to get a little bit of a better view, I'm going to start off by moving up to where it says columns and it says performance, and that is by default, I'm going to click that down and I'm gonna go to performance and clicks. Now we're going to talk more about how to customize these columns later on, but it's not very important. You get most of what you need in here already. So we have two different dynamic creative testing ad sets, and that's great. The first one has three images and the second one has three videos. Now, if we look to the right two, the first thing we can see is that this one has gathered when t3 leads, which is fantastic, and this one has gathered zero leads. Now, if we move a little bit more to the right, What's very important to be looking at here is the amount spent. Now at this point, we've spent $110 on this. And the Facebook algorithm is basically saying, Okay, I don't believe in your video ads, they're just not working out, but I do believe in your image ads. And this is what we're looking at because once again, Facebook and their algorithm, and there are billions of data points on billions of people. They know a lot better than me and jesper do. So we're going to trust in that algorithm and let it get smarter and smarter. And as you can see, it's trusting in our images, but it's not trusting in our video ads. The question is, of course, because we're doing a dynamic creative testing, what is it within those ads? Meaning what creative, what headline and what texts is that? That's actually working. That's a very important question to be answering. And there's an easy way to get a look into that. All we need to do is go into break down here. And then we're gonna go down to buy creative element, dynamic creative element. And we can start off by image, video, and slideshow. And this is going to show which of the different creatives that is getting the ad spend and that's getting the actual results. So I'm going to click there. Now, the first thing you're gonna notice before we dive in is that there is a couple of extra in here. And the reason is simply because when we put these out, we actually made a mistake in the image and miss the piece of text. So we re-added new ones too. Now there is some additional ones here, but normally there shouldn't be this many. So just for your awareness, starting from the very top, we have the dynamic creative testing ad set to. We can see that with video ads they're not doing too great. They don't have that much reach, but there's still a preference, e.g. this one in the middle, the number one has a lot more reach than the number to spend some more money there. But still it has some spent that much money and he's spent 6.66. But looking down, we can see that we have very different results in here. We're using a thumbnail image and then we're using a bright and a dark image. And we're going to look at these in a second. And we're getting some very different results. This one has gathered 21 leads. That's a lot of leads. This one has gathered to now understand they've got different amounts of money spent on this one. There's only gathered to Lisa's got $23. This one has got almost $70. But what we're looking at is, what is the algorithm telling us? The algorithm is telling us, Hey, I believe in this ad, I believe in this one. So I'm gonna put my money on this one. It does. And we're seeing that the results are very accurate. Now if we look at the cost per result, meaning how much money are we spending before we're getting a result? If you're selling a product that's going to be before you get a sale. Now when we're getting leads, that's gonna be how much money are we spending before we get a lead? Well, for this one, the one that Facebook doesn't believe too much in or metta, if you will, it's costing $11.66. Okay, so one lead costs us $11.66. But here, one lead is costing us $3.33, a huge difference. Now, I want to show you what these different creatives look like. And this is where it gets really amazing because they only have a minor difference, but the results are very different. So here is the winning ad, creative, it looks like this. So we're promoting a free website cores. We can see that we're using some light up here and we're using some dark down here and just press the sign. This is a fantastic designer. I usually don't touch to the science. If I were doing this by myself, I would use someone at Fiverr to design for me because I don't have these skills, but this is looking really great. But remember this, there's light here and then there's dark down here below. Now heading back, if we look at the one that's not doing too well, it looks like this. And you can see that it's dark up here and light down here. And these minor difference is making a huge difference in the results. This is where it gets really interesting with all of the different tests, you never know what's going to work or why. It might be so simple that delight appeared attracts the eyes to detect more, which is giving better results because people have an easier time reading it or at least attracting the attention. We don't really know. The only thing we do know is that the other ad creative is working better and that's all we need to note. So closing this one down, here's the third one that we were using that was getting zero results. It looks like this is just a thumbnail of our course. It doesn't say anything, It's just not enough. Facebook doesn't believe in it. It's not getting any results. So with that said, we know which creative is working. Now the question is, which headline is working in which primary text is working? There's an easy way to find out. We're going to go up here once again at the breakdown and then by dynamic creative element. And then we're gonna go down to text, and this is the primary text. So I'm going to click there. Now, notice something interesting. We're going to skip this for now because we know at this point this isn't working. Now, there's something very interesting here. You're going to notice that even though it's the primary text, facebook has taken the freedom to use our headline as a primary text just to test it out. And they're not doing super well. But the ones that are really doing well are these two. The first one that we've written in and the second one that we have written in and these surges headlines that they're testing out. I mean, it did. Okay, we can look at what are the cost per results. And we can see here that this one is the middle way. But what is important here is that is getting the most results and Facebook is willing to spend on it. So that means that we do have a winner when it comes to the text and we're going to look at what about the headline. Gonna do the same thing by dynamic creative element and then by headline. And here we have a very clear winner. We have two different headlines wanted to set start your online journey today. And one, this is free website building course. I've pulled these headlines from the ads library from other successful ASM. And I've just written a couple of the words and add it in e.g. website building cores. And this one is just straight off of someone else's. So again, we're following our own advice here and we're getting the results thereafter. So it's very clear here there's one headline that Facebook believes more in and I spent a lot more money on. And he's also getting the results. And it has a low cost per results than what we can do is we can go down and we can just clear breakdowns and we can collapse them. So normally, what you want to do is that you want to let you dynamic creative test run for a week Unless it's not getting any ad spend. If you're not getting any ad spend on your test after four days, that means you can shut it down. And these haven't been up for the same amount of time. We actually put this one up before. But despite that, this one isn't getting any results. So this one is one that we're actually going to shut down because it isn't working. It's been up now for four or five days and it's just not getting any results. It's been at the reach of 423 now for I think two days, which means it's not getting any ad spend. So all I do to shut it off, click here, and now is gonna be turned off. So now the budget is completely going to this one. Well, it was anyway because it's getting all of the ads, Ben, but we're closing this one. And we know that we have a winner in here. We know that there's one created that's performing much better. There's one primary texts that's performing much better, and there is one headline that's performing much better. So what we're going to do now is to, we are going to take the winning ad that's from inherit. That is the combination of the winning creative, the winning primary texts and the winning headline, that is one winner. Okay? All of those combined, that is one winner. We're going to take that one and we're going to put it into winners. And then we're going to start up a new dynamic creative test. Then use that as a split test to a couple of things that work before. You don't need to understand all of these at this point, I'm going to show you how it works step-by-step because we're literally going to do it right now. So in the next lecture, I'm going to show you how to extract the winning ad from your test and put it into the winners. Hope you're excited to see you in the next lecture. 16. Extract Winning Ads: Welcome back. So in this lecture, you're going to learn how to extract a winning ad into your winners ad set from the test into an actual winner, adds it. Now, first of all, what makes a winner into a winner if you're selling a product is very simple, is either breaking even or it's making you profitable. When it comes to Leeds is a little bit more difficult. You want to make sure that the leads you're getting are actually converting, or at the very least that you are getting in the beginning, a big amount of leads. So the average cost for a lead is going to be anywhere between $3 all the way up to $30. It depends on what you're selling. If some expensive servers or if you're giving out a three course like we are. Of course, those leaves are going to be cheaper because we have a different funnels, so it really varies. But understand that when it comes to selling a product is gonna be about breaking even or getting profitable with leads, is gonna be about, again, converting those leads or just getting a lot of leads to begin with. So let's go ahead and get started here. The first thing I'm gonna do is actually find that winning ad. And it's very simple when you have a lot of ad sets and you don't want to go in and click on the ads here and see just a bunch of ads and try to find which one it is. All you need to do is click on the ad set that you want to go into. And this is our profitable ad set. So when I click here, I'm only going to see the ad creative from that, adds it. So it's a very simple way to filter. Now, I'm going to shake it here. Go ahead and click on Preview, just like this. And then I'm going to move up to resist share, go down and click on Facebook post with comments. What this is going to do is that Facebook is now going to show me the best performing ad on the top. Now realized it might be two if you had to high performing creatives or if you had multiple headlines that works or multiple primary texts, etc, you might actually need to extract two ads, but in this case we only had one. It was pretty clear from the breakdown from the previous lecture. So what we can see here is that this is what our ad looks like. This is a square image and images do best in squares. Generally, it's a square image. It has the winning primary texts here, the winning creative here, and then the winning headline here. Now, it also has a description down here. We didn't add a description. Facebook's algorithm did. So again, just like when we were setting this up, we never add in a description, but sometimes Facebook will. So all I'm gonna do from here is that I need to gather the information about this winning ads specifically, currently there's no way of doing this. There's nothing we can use in this URL. What we need to do, and this is very important, is that we need to click on the timestamp here. It says six days, but if it's been on for longer, it's going to have just the date there. When I click on it, check out this URL. I'm going to click on it, and it changed. So now these URLs changes into something that we can actually use in order to create a post. Now if you look at the URL, you're going to find that as this post. And then it says PDF where it says p, f. We're going to hover our mouse over there at the PDF, and then we're going to just select everything that's behind that PDF. I'm going to copy it just like that. Now I'm going to head back to the Ads Manager. I'm gonna go in here, click this one down. I'm going to go back to ad sets. I'm going to remove these selections, click into winners, and then I'm gonna go down into where it says Create Ad. I'm going to choose the campaign. Remember we only have one campaign. I'm going to make sure that I choose the correct ad set, and that's gonna be DCT one. I'm going to make sure that I select the correct ad set and that's going to be winners, of course. And then I'm just going to name this Add and I'm going to call this add one. It's not very important what you name it. You don't need to keep track of that. It's good to organize your folders so that you know which DCT dynamic creative tests that you're on. But for here is going to be add one and then add two, add 3.4, etc. That's not very important to try to identify them. And then I'm going to click on Continue. So from here I'm going to move down towards this ad sets up. And then I'm going to click on where it says Create Ad. I'm going to click up, use existing post. Now, if you have dynamic creative testing activated, this will not be available. But when we set all of these up, we created a winner's ad set where we're into now that didn't have dynamic creative testing activated. So this is going to be available for us. Scrolling down now below here where it says Add creative, it says enter post ID. I'm going to click there, and then I'm simply going to paste it in just like that and click on submit. And then you're gonna get your winning ad right in here. As you can see, we have the winning primary texts, winning ad created, and then we have the winning headlines. So everything is here. All of the placements are here. Everything. There's literally nothing you need to do except go down to where it says to the writer published, and then you're all good. Just a hint here. If you add in the post ID here and nothing is happening, then go back here, click on this timestamp once again, as of right now, it takes you to a different tab and then use this pdf, be this entire URL. Once again, for some reason, sometimes just using that URL straight from the first clip doesn't work by clicking on it again will work. So that's just something to know if the actual post isn't loading for you. So all my settings are up. It's literally just copy paste, go down, click on Publish. Once it's published, I'm going to exit. And that's all there is to it now is going to be processing and then next up is going to be reviewed and then is going to go live. And this one is in a dynamic creative, this is a literal add, a winning ad. So now we've got our first winning ad inside of our winners in here, which is fantastic. Now, don't just exit your dynamic creative taste right away. Allow the winning ad to start gathering is some amount spent before you close this one down. And once you have some spent in here, it might take one or two days, then you can close this one down. And then if you're profitable for scaling, all you need to do is go back to campaigns and consider increasing the budget by about 20% and then just see where the results are from there. And in order to increase the budget is very simple. You go to campaigns, you go down, click on edit, scroll down, and then where it says campaign budget to just set the number that you want to set here. Let's say that we would increase it to 25. I'd write 25 and then just go down and publish. I'm not gonna do that at this point. I'm just going to leave it at 20, but that's how you scale. And if it stays profitable, then give it a couple of days, say four to seven days. And if it stays profitable, you can scale it with 20% again. And then remember to create another dynamic creative tests. So you keep on testing. Now when it comes to your dynamic creative tests, remember, if you're going to have to have one with only images and one would only videos never mix them or you can have two with the images or two videos, whatever floats your boat, but have at least one that you're testing per week, four days, no ad spend the closest seven days you evaluate and then you either close it and if you're lucky, you're going to extract a winning ad set into winners, but never test more than two. Add up time if you want to play with anything and you have a budget for it, then increase the budget, don't increase the amount of testing ad sets minimum one, maximum two. Now, in the next lecture, I'm going to show you how to create a new dynamic creative testing ad set now that we actually have a winner. So now it gets a little different. So I'll see you in the next lecture. 17. DCT with Winners: Welcome back. So in this lecture, you're going to learn how to create a new dynamic creative test. And now that you have a winning ad, now you might not have a winning ad yet. Don't worry, because I kind of jumped forward in the process. But once you have a winning ad, you'll want to make a new test and you want to ask the Facebook algorithm, is this new tests going to be better, worse, or equal to the winning ad set that I have by constantly testing and constantly challenging your winners. You're constantly going to be scaling up your ads to making them more and more profitable, having more and more ad spend. Now remember, a big part of this game is also to have ads that can spend a lot of money by going broad, the ads can spend a lot of money. You don't have to be super profitable. You don't need to have a return on ad spend is going to be 345 or six. Meaning if you put in $1, you will get $6 back on a return on ad spend at six, What's important is that you are profitable and you can have a big spend. You're gonna make a lot more money. If you can spend, say, $2,000 per day on a return on ad spend is 1.5. Compare that to if you have a return on ad spend that's at five, but you're only able to spend $30 per day. So you really want to find those ads that's going to scale high for you and stay profitable. And the best way to do that is to find better and better winners. Looking at our current winning ad, we are going to be testing three new creatives to see, is there any other creative that's actually better? This, we are going to test one new primary tastes. So that means we're going to take these primary texts that we have right here added into the new test and then also add another one because then we can see side-by-side which one is performing the best? Is this one a real keeper or is there one that's actually better? The only way to find out is to run the tests. And then we have our headline. And once again, we're going to use this headline. And then we're also going to use one new headlines so we can compare them side-by-side after for seven days and see which one is performing the best. So once again, when you have a winning ad set to renew creatives, one new primary text, one new headline. And let me show you how to do just this. First of all, you're going to want to have prepared three new creatives. And the way I do it in the way I stay organized is by keeping them in folders. So this is straight from mine and Jespersen Google Drive. And what I have here is one folder with images and one folder with the video. So remember, this is a newly started project for us, so there's gonna be a lot of folders in here soon. Now going into images, I had the dynamic creative test one, and that's going to be the one that I just ran with these three creatives. And by keeping the name like this as well, both by the folder name and the creative names. It's very easy to find which one you've used, which ones that are profitable, which are the successful ones, etc. And then I also have the other one with videos to dynamic creative test tube. Now in images, this is going to be the new test that we're going to be making. And it has three new creatives, and that's exactly what you need. Now you also need one new primary texts and one new headline. And the way I prefer to stay organized is by using a note-taking app. Now this note-taking app is called bear. You can use notes if you're using Apple, you can use Evernote. If you're using any form of Android or Apple to any form of note-taking app is, it's absolutely fine. So what I do is simple. I just write in the headline up here, and then I have one primary texts that we can see. And this is a new one that I've found by scurrying through the ads library. This is the old one. Remember, this one is the one that's in the winning ad set. It's this very winning primary tic. So again, we're testing this winning primary takes towards another one to see which one performs the best. And then we also have a new headline, and this is going to be our new headline. And this is the one we're going to test it against. Because remember, this is a winner. We can see that it's right here, so we're going to test it against a new one. Once again, we're going to use three new creatives, one new primary texts, and then use one winning primary texts, one new headline, and then use one winning headline, and then go ahead and create a new dynamic creative ads sets. So with these preparations in mind, all I'm gonna do is that I'm going to click on DCT one doesn't matter which one you click on. I'm just gonna go ahead and click on Duplicate. We're going to use the original campaign and we only want one copy. Click on duplicate. And first of all, I'm going to name this DCT three. There we go. And then we're going to scroll down all the way till we see budget and schedule. I'm going to click on Show More Options and it says Ad Spend Limits. I'm going to click on Edit Ad Set Spend limits, and then I'm going to set a daily minimum span. And the reason for this is when you have a winning ad set, especially when you have a lot of winning ad set and you start getting a really big budget. Maybe you're running for five, $600 per day and you're staying profitable there, then the algorithm isn't necessarily going to be very keen on testing your new ads in the beginning now that we're running. $20 per day on our ads desert total budget. I'm going to set a daily minimum ad spent on five when your budget starts getting bigger. I recommend that when you create your new tests, you set a daily minimum ad spend on your new tests for ten. This is going to make sure that they have a chance to get some of that spending and start gathering results. Because if the algorithm sees that, hey, this is working out well, it's gonna get more spent and you're gonna be able to find your winner. But if you don't set this, there is a slight risk that the budget is instantly going to go to your winners and not gonna give you a new test as much of a chance. So make sure that you set a speed limits in the beginning. And if you have a smaller budget, start at five. But once it starts growing at say, $50 per day and upwards, then set the daily minimum to ten. So once that's done, I'm going to head to the left here and remember the hierarchy is still true, DC T3, and here is the creative right below here. And I'm just going to call this creative three. Just like that. I'm going to scroll down and the first thing I'm going to do is that I'm going to be removing all of these creatives that I have. And then I'm going to upload the three new ones. So select images might be videos for you, but in this case for us is images. I'm going to click on Upload. I'm going to select all three and click on Open. Once that's done, I'm going to select all three and click on Continue. Awesome. So that's our Creatives. Now we have three new creatives in here. Now we're going to set our primary texts. So scrolling down, remember all of the settings from before our hair. So there's a lot of work done for us already. Now, we're going to use two primary texts. Remember, this is the old one. Do you still doubt that you need a website? So we're going to keep that one. This is the new ones. I'm just going to select all of this and I'm going to copy it and head back. So this is the winning primary tastes. I'm going to leave that, I'm just going to select all of these, remove it and paste it in. So now again, we're testing a winning primary texts towards a completely new primary texts. Scrolling down, here's our headlines. So I'm going to head back. I'm going to select this new headline, copy it, and remember, this is the winning one. And then I'm going to remove this one, add it in just like that. And now we're testing a new headline versus a winning one. We're not going to add in any description just like before. And literally, that's it. Now it's very important that you do remember that each new test has three new creatives. One new primary texts that's tested against the winning primary texts. And then one new headline that is tested against the winning headline. And once you've said all of this, then simply go down and click on Publish. Amazing, and we're going to close this down, and here we are amazingly well done. Now you've learned how to properly execute this strategy from nothing all the way to finding a winning ad, setting it up and then creating a new test and comparing that tests with what we already know works. And we're going to keep going like this all the time and just keep scaling. Remember, we want a lot of ad spend and we want to stay profitable. Now remember the way to succeed with your business, but especially in ads, is going to be you need to have a winning offer, meaning that what you're actually giving them, what you're offering is something that's desirable and attractive. And you need to have attractive ads. So assuming that you have a desirable and attractive offer already, the question is, well, how do I create attractive ads? That's going to be working? Well, this is where the work needs to be done. So in the next entire section, we are going to be talking about the ad creatives, how to create them, how to think about them. And you're going to be learning a bunch of different strategies that you can start implementing right away. So I hope you're excited. I'll see you in the next lecture. 18. Strategies Overview: Welcome to the ads strategies section of the course. Now, this is going to be very important section that's pretty much going to make or break your success with Facebook ads when it comes to succeeding, there are two things you need. Number one, a winning offer and number two, winning ads. Now, assuming that you have a winning offer already and that is a product that people actually want. You need to make sure that you have an ad that people actually want to watch, listen to, click on and get interested in. You need to be creating quality ads and finding quality ads isn't necessarily easy. It's all about testing. And once you've done your testing, you're gonna do some more testing. And once you've done some testing, you're going to do even more testing. But the question of course is, where do you begin? And that is what this entire section is about. You're going to learn a bunch of different strategies that you can start implementing right away so that you can run your dynamic creative test. Start getting results, finding those winning ads and putting them into your winner ad sets. So with that said, before we move on, there's a couple of things that I want you to keep in mind as we go through this section. Number one, if it wasn't clear already, it's all about testing. We don't know what's going to work. You don't know what's going to work. The only way to find out is to do your test and watch the number. It is a numbers game. So number one is all about testing. Now, number two, remember to spy on your competitors. Now, if you remember the winning ad that we have just extracted into our winners ad set. Now, look at this ad and check out this primary description, thinking of starting your own site, you can easily create an awesome sight for your business, a fancy blog and online shop or any type of project. Well, guess where I found this, the ads library. So check out these primary texts, thinking of starting your own site at SiteGround, we've spent years perfecting the ultimate web hosting platform for successful websites now clearly meet and jesper aren't in the business of web hosting, but this ad has been running for more than six months. We know it works. It looks attractive and they have a great primary texts that I could take and rewrite and do something that would fit our lead magnets. So remember to spy on your competitors because you don't know and we don't know what's going to work. The only way to find out is by testing, but the best way to start out with your test and prepare yourself for success is by basing your test off of other people who are already successful. So model's success. Use the Facebook ads library, check out what others are doing adapted to your own ads and then run the tests. The third thing that you'll want to keep in mind is when you're creating your ads. Remember that there's a lot of free tools that you can use when you're creating image ads. Simply go to, create an account there and use their templates. There's a bunch of different templates that you can be using and you can save all of your ad creatives here, create the three of them, and then start running your tests. If you're not doing images or if you're doing videos. Additionally, you can use free tools such as iMovie if you are on an Apple product or Windows Movie Maker, if you're on a Windows computer and all you need to do is edit out the bad parts, all of these stuttering and all of the mazes, and keep the parts that you want to keep. And then you're going to have unedited video. And finally, if you are going to be testing video ads, which I really recommend that you do even though they're a lot more work than an image ad, they're different. The word playing with 80% of your results from the video ad is going to come from the hook. That is the first couple of seconds within your video ad, that's going to hook your viewer. If you can nail that part that is going to make or break the success of your video ad. Now, even though our first batch of video ads tastes weren't successful, we still did a couple of tests on the hook itself. Now, since the hook is about 80 per cent of your success, it is worthwhile. When you do three videos, make sure that you have three different hooks so you can be systematic about what you're testing. Let me show you what that looks like inside the dynamic creative test two in here, if I open up that folder, I have one recording with the first hook, another recording with the second hook, and a third recording with the third hook. And in here I have a call to action. And I call to action. Just the end of the video where I'm going to be asking what I want the viewer to do. You always need to have a call to action at the end. Now, let me show you what these look like. So they're gonna make a lot more sense for you. I'm going to enter here and then let's check out the first creative. Now, the video, the actual material is the same. The only difference between these three creatives is the hook. And it seems they hook is a to present the results, it's important to test it. So let's check out the first one in here. What I've got to say, let's face it, building a website can feel overwhelming and time-consuming for someone who doesn't know where to begin. That's why we've created this free course that will teach you how to build a professional website looking like this. So this is what the website looks like. And then I'm gonna go into showing them the website. But the first part was the hook. And then here's another video. The video itself, meaning the middle part, is going to be the same, but the hook is going to be different. The students tell us, we should brag more about the results that our courses provide. But instead of bragging, we've decided to prove it by giving away our build a website in one day course for free. Here's what you'll get. So this is what the website looks like and then it goes into the video. And here's the third hook, looking to set up a website but have no idea where to start. No problem. Our free website building courts will show you how to build a professional website step-by-step, looking like this. So this is what the website looks like. So those are the three different hooks that we're testing out, all using the same video. Now at the end of the video, they're all using the same call to action. If we check out the first one, you're going to hear that I'm going to ask what I want the viewer to do. If you're ready to build your website, click on the Learn More button to access this free course and I'll see you inside. So if you're ready to build your own website, click on the Learn More button. So when we're asking them to click on the Learn More button, we're reminding them to take action from the ad that they just watched. And this is going to be super-important whenever you're doing video ads, you need to end the video with a call to action. All of these use the same call to action, so different hooks but the same call to action. And of course all using the same video. Now since these were all unsuccessful for us, we wouldn't use any of the hooks and we would also try using a different video for the next batch, which we will ever gonna keep trying out different types of video ads until we find one that works. And then we're going to keep testing the hooks. And when we find a hook that's really functional, we're gonna try a different setting. We're going to try a different theme. So make sure that you stay systemized with your testing so that you always know what it is that you're testing and y, and always start testing your hook. And remember as well when you're doing your video ads, write down all of the different hooks it just like I have done here. So did you keep an eye on them and that you know, that you're going to record it and then put it in the beginning of these different videos is very important because if you find a hook that works well, then you're going to have it in texts for me, you can easily either do it again or just rewrite it slightly to do some variations on it, etc. And I've also written out the call to action down here. And again, just keep an eye on all of this stuff you're doing and testing so that you stay organized. So with that said, we are ready to start moving into the actual strategies, looking at them, dissecting them, learning them one by one so that you can start applying them and testing them out for yourself. I'll see you in the next lecture. 19. Problem & Solution: Welcome back. So the first strategy we're going to be looking at, It's called problem and solution. And this is really a classic, a true and tried problem and solution recognizes a what the problem is and then instantly offers a solution to it. Well, a lot of different strategies today, especially modern strategies are very focused on storytelling. Problem and solution is usually very straightforward. It allows you to show your audience exactly how you will be able to help them. Now let's look at a great example from an advertiser called a dealer Pro. Now the first thing we're going to look at the creative itself because it's always the creative that catches your attention. So see if you can notice the problem and solution theme when you look at the creative itself. So here is the creative and it says, make your cars become hotcakes. Now there's a saying that goes its cells like hotcakes, meaning there's something that sells very well. And we're seeing here is make your cars become hotcakes, meaning make your cars sell very well. So that's sort of a suggestion that this is someone that's going to help their audience sell their cars better. So it's a very niche to add that we're looking at. Now, looking at the primary text, it says, lots of leads coming in but no sales. Now, that is a problem. And in these primary texts, they are addressing the problem heads on, lots of leads coming in but no sales chances ares, for car dealers, they probably get a lot of people that are interested in their cars, meaning a lot of leads, but perhaps converting those leads into actual sales is a lot more difficult. So what this advertiser has done is he or she or them are recognizing these issues straight on and then offering a solution, check out the creative once again, down here it says, guaranteed 100 plus prime qualified leads in 30 days or you don't pay. So this is a very cool add in a successful one as well. All examples we're going to look at are only from currently running successful six months plus adds by showing that you understand the problem and then offering a solution right away, you're gonna be able to directly connect with your audience and have them interests in, in what you've got to offer. Now, if I click on the text here, I'm gonna get a lot of text in here. But to me is obvious that this is an advertising firm and their offering to help car salespeople to sell more cars. We can even see in more info is a social media advertising solution for car dealerships. Now, we didn't need to read that because that was already obvious in the ad itself. And it's very important that we are these obvious. So when it comes to problem and solution, it's all about instantly recognizing what the problem is and then offering a solution. Now, depending on what niche you are in, that's going to take different shapes and forms. It might be very, a very scientific approach. Now we know that the problem with discolored here is blah-blah-blah. By using these different minerals you can get this result, etc. That's a heads on straight forward problem and solution approach. Now, similar that we did in the previous lecture when we were looking at the different video as we had, we recognize that the problem is that building a website is difficult and confusing and complicated. Most people want or need a website, but they have no idea where to start. And our free build a WordPress website in one day course solves that problem. Let's check it out once again. So here's the third creative in our dynamic creative tests and listen to the hook here and remembered the problem and solution theme, looking to set up a website but have no idea where to start. No problem. Our free website building courts will show you how to build a professional website step-by-step, looking like this. So this is what the website looks like. So when it comes to problem and solution, remember, you can use storytelling in the middle of it, but you really don't need to just start off by recognizing what the problem is and then offering a solution is a very viable and attractive strategy. That strategy number one, problem and solution. Let's move on to the next lecture and look at this second strategy. See you there. 20. Them VS Us: Welcome back. So the next strategy is called them versus us. Now, a question that people always have in mind whenever they're looking at your product or the solution you're offering, or the passion that you're offering to increase within them is what makes you different. Why should I choose u? Now e.g. if you are a fitness brand, you could easily show this is what we're offering, this is what the normal brands do. And then you can show how much healthier your option is compared to the regular brands. That would be a classical them versus us example. Now, let's look at an actual example here. So here's a company that offers outdoor camping lighting. And if we look down, we can see that this is actually a Carousel ad, but here's where it gets really straight on. There is an image, this is us, and then there's an image to assist them. And it doesn't really get much clearer than this Dorset. We can see that they're proud or you get a lot of shine, a lot of lightning, it lightens up the entire place. But with the competitors product, there is only a very local spot that actually lights up. What they're doing here is showing a look at how much better our product is compared to the competitors. Now, when using this strategy is very, very important that you don't actually mention your competitor by name. If you do mention them by name, Facebook is going to be quick to shut your ad down is also bad business. It doesn't make you look very good. What do you want to do is make it obvious that this is what you're offering and this is what most people do, or most people have, or most people choose, have something that's very general and show them how much better Yours is. Now a couple of years ago, me and jesper used to run another business called corps create a full-time. And we were running ads on Facebook as well. And we had a great example where we showed that Here's the classical model and this is what we are offering as a business model instead, let me show you that add and keep in mind that them versus us in comparison here, would you like to create an online business that makes nine times more money than a classical business and runs on autopilot. That will allow you to have control of your time to grow your business and spend more time with your loved ones. If this sounds good to you, I invite you to join me in the 45-minute free training. Now to join me in the free training, just click in the upper right corner if you're on a mobile device and in the lower-left corner, if you're on your computer and you'll get direct access to the entire ten step system. See you inside. Now you can ignore the arrow there at the end because this was back in the days when you actually need to select your own placements and then adapted ads for that placement. And then adaptive resolution and Facebook ads were a lot more complicated back then. But the main point here is that we had the classical business model and then what we call the course, create a full-time business model. The product we were offering, the business model we call corps create a full time. So as you can see, we did a comparison and we showed how much better our model was compare with the classical business model. So whenever you're doing at them versus us, make sure that it's very clear what you are offering versus what your competitors are offering and make sure that you don't mention your competitors name. This is a fantastic way to make sure that your product is clearly better than your competitors. And he needs to be because that's one of the main point of having number one, a winning offer. All you need to do is showcase why it is a winning offer. And then two, this is automatically going to be a winning ad. Awesome. See you in the next lecture with the next strategy. 21. Statistics: Welcome back. So the next strategy is a statistics strategy, and it is pretty much what it sounds like to be. It is about using statistics to show why your offer is a winning offer. Now there has been some studies on these types of ads, and there are two different ways you can approach it. Let's use our own example of using a lead magnet, where we have a free online course for others to build a website in one day. Now you could use a statistic strategy to say something like 90% of people don't know how to get there first website started. And that would be catering to the problem. And this sort of ads that are using statistics to cater to the viewers problems have shown not to be very effective. So instead of using statistics to showcase a problem, use statistics to showcase a solution. So e.g. we might use something like 90% of everyone taking this course, we'll have a website up and running within one day. Now that we'll be using statistics to show a benefit, to show a solution, to show that we're actually giving the viewer is something that they want to study seemed to show that this is a much more effective approach. With that said, let's look at a practical example. So here's a digital marketing agency that's using a carousel with a bunch of statistics to showcase the knowledge and giving some free value to the viewer. So the first thing we can see, because we're always looking at the creative first, is a seven sales tax. Every real estate agent should know. So clearly this specific ad and this agency is catering to real estate agents. Now, let's look at the first one. Let's move over here and it says in a small text, we can see standardizing your onboarding process for your new agents leads to a 54% increase in productivity and will result in ancient be in 69% more likely to stay with the organization for three years. Again, there's positive reinforcement here. He's using statistics to showcase the benefit of doing these things, are having these things. And of course, this sort of tongue in cheek here is that this is exactly the sort of results that this agency can offer. It's not clearly said yet, but that is what's being hinted at here. Since we're already sort of implanting, these are things you really need and look how important they are to you using statistics. This is just going to make it more and more attractive for you if you are a real estate agent, we can look at the next one. It says deals are 127% more likely to close when a video is used at any point during the sales process. Again, there's positive reinforcement and I would bet pretty much everything I owned. This agency clearly offers the service of creating videos for their clients. Well, if you're gonna be in real estate, you are going to need to do video as in, you're going to need to use drones and et cetera, et cetera. But again, using statistics to showcase the benefit of showcasing how you can solve a problem. You save fantastic strategy to play around with and use within your own ads. It's very simple. It doesn't have to be complicated at all. You could go into Canva, you could write something like 80 per cent will have the benefit of and then the benefit by using R and then your products. So there's a lot of different ways you can approach this when you're using this statistic strategy, makes sure that the statistics that you're using is being used as a positive reinforcement and negative reinforcement. All right, Well done. Let's move on to the next lecture and the next strategy. 22. Testimonials: Welcome back. So the next strategy is going to be testimonials. And testimonials are incredibly powerful because 92% of all consumers say that they read testimonials and reviews before they make a purchase. And 95% say that testimonials and reviews positive or negative influence their decision to purchase. So it doesn't really matter if you're going for a sale or if you're going for leads, testimonials and reviews are essential to build that trust. Using a testimonial straightaway in your ad is an incredible way to build up that trust and grab their attention. Now let's dive in and look at a practical example. So this is low pain and he's offering online business mentorship, meaning he is offering his expertise to help other businesses grow. Now, the first thing you're gonna notice that this is a video and we always start off by looking at the creative. And the first thing we see is that there is a text at the very top pair and it says, online empire lowered our cost per booking by 71% in less than three weeks. This is a very clever because when you're using a video for your ad, most people are not going to have the sound turned on. You need to activate or click on the ad to get the sound. So they have no idea what the video is going to be about. So they're just going to scroll past your AD and that's the power of an image. But if you add a text to your video ad and just leave that takes there, that's gonna grab their attention and give them a reason to actually get into the video. And if you can grab people's attention and have them watch your video ad, that's really going to up your engagement. So this is a short video ad is just 1 min. Let's have a look at it. And remember, as with all video ads, the hook, meaning the first about three to 5 s, are the most important of the entire. So let's listen extra carefully to what's being said in the first seconds. Some of the changes in some of the things that Brett and I chatted about yesterday, upping the ad, spend things like that. We got we got our first application with, then for our second application with the new system that lie implemented. For us, we got it for 35 box. So that is pretty **** legit. That's why we are lead costs right now is sitting at around like two bucks, $0.50. So my phone is blow and the **** up today. Yeah, that's awesome. We're we're pretty excited. It was yeah. I don't know. It's just been like a switch here over the last 48 h. And I guess the ads are hitting right? And everything's gone. Gotten really, really well. So I just yeah, I just wanted to hop in here and just let Brett now because I know there was kinda like two or three days, but there wasn't really too much happens. So I just wanted to let you guys know that that **** is popping and it looks like we're starting to move in a really, really good direction. So we want to hear we were happy. Yeah, we're, we're we're super happy as well. I mean, now I think it's just gonna be a question I kinda slowly scaling and keeping things going. Very clever marketing strategy starting off by mentioning the changes that was made by these online mentor. And if you've read this text up here, you know that there are results in here. So when he opens with a hope that talks about changes, it makes you want to stay and listen. And then he goes into the change that has been made, the results that he's getting. So very clever marketing. And also note is that the quality of the video isn't very high and even the sound is slightly lagging. But despite that, this is a very successful ad because what the viewers are interested in here are going to be the testimonial itself. Let me know that there is value in this service that is being offered. So once again, testimonials super powerful, even with such a low production quality and slightly lagging sound, you can still get some super high-quality. Now testimonials can of course be made in image form as well. And we are currently running one with our dynamic creative testing number three that we have earlier sit up and one of our ad creatives look like this. So this is also a testimonial add and it says, I haven't even finished this course and I have signed up my first client, building them aside for $850. So this is a really powerful testimonial. Now, there's gonna be some pros and cons here with a video is going to be more powerful because there's an actual person in there. There's someone talking, there's someone you can connect to. Here. We don't actually have a face of the person which would be preferable, but we don't have contact with this specific student is just a review that we have garden. But the power of using an image like this is that first of all, he's going to grab the attention a little bit easier. You're going to see Free Corps bill, a WordPress website. If that's interesting to you, you're going to read the rest of it. So if you see this testimonial, It's probably going to be enough for people to click on that link, enter the website, the landing page, and then there, there's going to be additional information, testimonials going to show the modules, everything that's in the course. There's going to have them one to sign up and then we are gonna get a lead. So there's a lot of different ways to approach this. And the best way is to try three images. Then also have another dynamic creative test with three videos and see which one that's going to work out the best. Maybe there's a winning ad set in both of them. We never know. With that said, you can do a single testimonial like in the video we just saw, and like we're doing with the image here, but you can string together a bunch of different testimonials and reviews to really showcase the power. Try them out and see which one works for you. But this is a very, very powerful strategy. Alright, see you in the next lecture. 23. Features Point-Out: Welcome back. So the next strategy is called features points out, then it is exactly what it sounds like. It is when you're pointing out the different features of your product. Now before we dive deeper into this strategy is important to know the difference between a feature and a benefit. So if I was selling e.g. a. Multivitamin, then the feature of the multivitamin would be that it contains magnesium. The feature is a part of the product, but the benefit would be that the multivitamin will make me healthier. So a benefit is what can the product do for me? How is it going to make me feel? How is it going to change me? What is the product gonna do for me? So to recap, a feature is what is a part of the product, e.g. it contains magnesium. And a benefit is what can the product do for me? It's gonna make me healthier, is gonna make me sleep better, etcetera, etcetera. So now when we know this, Let's dive in and look at a feature is point out strategy. So here's an ad from bare hand gloves and they're selling minimalist lifting gloves. So just gloves that you can use while you're lifting ways to protect your hands and in a minimalist shapes so it doesn't go all the way down. So this is the ad creative that they're using. And as you can see here, they're using a feature is point out where they're pointing out the different features that's contained in these gloves, that's not obvious. One of the best ways of using this strategy is by using features, are mentioning features in the ad that's not obvious to your audience. Now, let's have a deeper look. Let's zoom in here. As you can see, it says dual layer technology. Now that doesn't really say much, does it? But it does sort of hint that it's a little bit thicker and it does sound pretty cool. So that's a feature, there's a part of the product. It has an arc tension, it has a unit body, a key chain tab, friction reduction, skin texture, anti, older strips, see-through and extended taps. Now a lot of these things, if you just look at the product itself, you're just going to see, well, it looks like gloves that are cut in half, but when you're using the features pointed out, you're showing them the non-obvious features, things that come with this product that you wouldn't really have imagined that there's going to be really beneficial and something that's going to be attractive for you. So when you're using this strategy is gonna be very important that you use things that aren't obvious. And in order to create an ad like this is actually super simple. Let me show you how simple it is. You just go to right here and make sure you have an account and login. I click on Create the sign, click on Custom Size and we're going to do 1080 times 1080. Because when it comes to images, we're going to want to have a square shape because that is going to show on the most ad placements when we're using the dynamic creative testing, click on create new design. And then up here, all I'm gonna do is I'm going to start four features just like that. And I'm gonna get a bunch of templates that you can start using right away. So let's take this one e.g. I'm just going to pull it in and look at this. All I need to do is select the shoes, delete them, delete this text. And now you can put your product in here and then change the text and change the color here we can use a color that maybe fits us a little bit better. Let's say it's this one. And you can start playing around and creating your own features point out ad. So this is really super easy to do. Similarly, you can use another one. Here we have four feature points out. We could use this one instead, e.g. we have three and it's going to be in a hierarchy just like this. There are a lot of different ways to be creating your features point thousand AD is in image form. But the bottom line is, you want to make sure that the features that you point out are the ones that are going to be obvious if something is gonna go, Oh, I didn't know that. And it's a good idea to design them in Canva because that means you can create three, add, create this very quickly. They're going to look beautiful. Just make sure you change the texts and add in your image and then start testing. So that is the features point out strategy. Let's move on to the next one. See you in the next lecture. 24. Benefits Overlay: Welcome back. So the next strategy is called benefits overlay. And it's a very simple type of ad creative, where all you do is you add in a couple of benefits of your product. So rather than using features, that is what is included in the product, you use benefits. That is what can this product do for you? So let's have a look. So this company is offering health insurance and it's pretty clear from the get-go what this ad is about. Just looking at the creative itself. It's very simple, it's very straight to the point, and clearly it works. All of these are at the very minimum, six months plus up and running. So we know that the work we can see it says senior insurance advantage, and then it has a three different benefits. Better benefits. And that's ironic, better value and better service. Two things stick out in these types of ad creatives. And number one, they're very simple, they're very straight to the point. There's nothing really going on is basically just telling you what their service is going to be doing for you. And number two, you're getting very little information. If you actually look at this, you know that it's not telling you what exactly they can do or what's included or any form of cost or any form of specific service. They're just telling you that, hey, we offer senior insurance advantage and we're gonna give you better benefits, better Valium, better service. But what does that mean? Now the hope with this ad creative is that people who are interested in the health insurance like this, they're going to wonder, well, what does that mean? And that question, What does that mean is enough to trigger an interests and actually click on the add. Of course, you're going to be taken to a landing page that's going to explain more of what they have to offer. But this is a very simple type of ad. Selling a service can be quite difficult to add in an image form. But if you're selling a product instead, then you would be having a product ride on here rather than he's symbol and a piece of text generally showing people what it is that you offer is easier, which is sometimes what products can be easier than services to create ads on. But then you would put your product right here. And I recommend that you stick to a maximum of three benefits anymore than that. It's just too much to read, too much going on. So it's called a benefits overlay, simply because you have your product or service here. And then on top as an overlay, you put in the benefits. So a maximum of three, but a minimum of one. And that is the benefits over late strategy and you can easily create this one as well in Canva, moving on to the next strategy. 25. Founder's Story: Welcome back. So the next strategy is called founders story. And this is a very powerful type of ad where you take the founder, which may or may not be you. And you ask the founder to tell the viewers about this story. How, well, how was the business and brand created? Why was it created and what are the benefits? And there are a couple of reasons why this is so powerful. On number one, everyone wants a sort of behind the scenes peek of a brand or a business that's just very interesting and powerful makes people feel special. Number two, generally, the founders themselves are in a unique position where they have an interesting story most of the time, but even better, they understand the benefits of what they are offering is so powerful and that's why they created the business. So having the founder tell their story, that's going to give a behind the scenes peek and have them explain what the benefit is of their product or business, or brand that's gonna be really powerful. So when it comes to these types of ads, they really work best in video format, doing a founder story in image. It's just not going to be powerful at all. And there's also two different ways of doing a foundry story. You can either do it at one high production value or two. You can do it in user-generated content style where you're basically using your camera and filming. But let's dive in and look at our great example. So this is from a meal prep company and they have done a foundry story of how they got started. So we're not going to watch all of it is just 2 min, but we're going to watch about half. So let's have a look. Hi, I'm Dan, grand piano, co-founder of mighty meals, the healthiest and most delicious meal prep company and the Washington DC area. It all started six years and a full head of hair ago when I was working as a personal trainer, my clients would ask me, hey, what's the best way to eat healthy about spending all day in the kitchen or breaking the bank? I never had an answer. I have an answer for everything. Just look at my seventh grade report card. But I knew that frozen meals, protein bars in merely placement and gimmicks were not the answer. I was hired to give you the same question. The one day I decided I'll just do it myself. So I enlisted the help of Alex, another personal trainer. We got to work figuring out how to make nutritious meals perfect for those seeking a healthy lifestyle. The only problem was absolutely stunk at cooking. We brought on Stefano, a chef, working at his dad's restaurants to help make it delicious when his family's rough. We'd go in and spend the entire night making meals for our clients. This is the story of why this brand and this service was created and is basically taking the problem-solving approach all the time. How do I make sure that I eat healthy? Well, you need to have your meals prepared, but I'm not able to cook well, that's why we hired a chip. So it's constantly having this problem-solving. Here's the problem. Will we found a solution and taking it from the beginning, that's where we built this service. And now we're offering this service to you. So it's a very powerful. Also notice that the production quality is quite high. Here. It's a great images. They have a lot of humor. They have a great brand image where you sort of connect and they're quite funny. And however, still the audio quality is really low. So you can tell that he's been using maybe a phone camera or just some cheap microphone and recorded this. And that really brings the quality of the ad down. But despite that, this ad still works. But it's worth mentioning if you're gonna do a high-quality production like this, you say proper microphone. So with that said, the foundry store is very powerful in if you want to watch this entire ad, I'm gonna put it in the resources. You can click on it and watch it yourself. Now if you're looking to create this strategy yourself, I recommend that you try to approach it. Number one is gonna be the user-generated content approach, meaning you're going to film yourself telling the story from your phone and just do it very simple like that number to try using a high production value. And the way to do that is quite simple. You go to and then you search for video ad and hit search. And then we're going to move to the right where it says, sort by relevance and we're going to move to best-selling. And from here you can just start choosing. Now let's say that you were doing drop shipping video as well. This looks very attractive and it's starting at just $25. I'm going to click here. And now we can just check out his work. I can move through these different images and videos he has. Let's check out this one, e.g. just to see a sample of his work. So I think you mentioned how you can come to the shape of the ear. Now I have no idea what they're saying because I think that's probably German. But you can tell that the video editing is quite nice and you can use this service as well. It starts at $25 and you have free revisions, you would go continue and then you would buy services. It's very simple to get a higher production quality. Now, remember, you of course want to recordings themselves to be of high value as well. But if you have even just a decent smartphone and you have a good lighting where you are, then you're gonna get a great quality on your videos. Then you just need someone that edits the video in as high of a quality as well. And then you're gonna have your high production video ad that you can try out in your dynamic creative taste. So try out the simple version and try out the high-end version and see which one if n, it is going to work out for you. But this is a very powerful strategy and I recommend that you try it out. See you in the next lecture and the next strategy. 26. Unboxing: Welcome back. Now, the next strategy is an unboxing strategy, and this is a huge one as well. If you go to YouTube or somewhere and you search for unboxing, you're going to see that there are entire YouTube channels dedicated to just unboxing other businesses products. The reason why this works so well is because receiving a product is very exciting. And seeing what that unboxing experience is like is something that really triggers to curiosity. Offer customers, they're asking, what is it like to buy from this company or from this brand? So unboxing, needless to say, works best when it comes to physical products. And also when you create an unboxing ads, they work best in a user-generated content style, meaning when you're filming yourself in a simplistic style from your smartphone. So not trying to make any fancy production or anything. And if you've never heard of unboxing before, it's literally when you get the box of the product that you've ordered and then you fill them yourself or someone else opening it up, Let's have a look. So this is from a business called holy hydrogen. And they're selling a hydrogen, a generator, which is basically when you charge up your water with high levels of hydrogen, which has proclaimed health benefits. We're gonna look at their type of unboxing add and what the reaction to that is, this ad has been up for over one year. That's pretty incredible. So we know has been profitable for over one year. Definitely a winner. Let's have a look. This is an unboxing video for the hydrogen Florida sacrifice will show you what most of our customers order and what you can expect when it shows up at your door. Firstly, we have our hands full HQ bags, the tubes for the hydrogen inhalation. Now we have Lord, we have the warranty card and owner's manual. There. Here's the device. Everything is bubble wrap or safety as it shifts your house. Here's everything out of the bag, starting with the Lord, he's hyper for fixed. Well, I agree overall, not the most exciting. What's interesting with this video ad is that first of all, it's very low production value and quality. Even the editing is quite poor. He's speeding things up and the least you can do when you speed up, the video is removed the sound so that it doesn't have this BPD believe the sound from the video itself. So the entire thing to me is just quite boring, not much happening, but when you are a part of that niche audience, when you're actually looking for a water and gas generator for something to add in hydrogen into your water. I can imagine this is actually very exciting and you're primarily interested in what am I going to receive in this product. So when it comes to creating unboxing ads, number one, they do best in video ads by far. Number two, they can be done by you or they can actually be done by a customer just filming their experience and you can use that straight off. It's very powerful stuff. And number three, and this isn't unimportant point, but just as I mentioned, if you put any form of love into your packaging, if you have any private labeling, you know that you spend a little bit of time on the actual packaging of your product. And this is really an opportunity to showcase that because that is a big deal to a lot of customers. The experience of receiving the product, getting the package, opening it up. And that is why if you've ever bought an Apple product, you will know why they put so much love into the packaging itself because they know that is a big part of the experience. So with that said, that is the unboxing strategy. Let's move on to the next one. See you in the next lecture. 27. Before & After: Welcome back. So the next strategy is a before and after strategy. And this is really true and try. This has been around since the TV shop days where you'll have a before image or video, and then someone will use the product or service. And then you have an after image or video and you can see, wow, this person has improved so much, there's so much better thanks to the product. And that makes the product looked really attractive, the product or service. And then you're going to have people who want to buy it because they want those results to before and after they're really true and try. They've been around for awhile. But technically, most of them, or I should say, some of them aren't really allowed on Facebook. So while they're very powerful, There's a lot of things you're not allowed to do. And the number one thing you need to remember when you're making a before and after type of ad on Facebook or rather using methods, technologies can be an Instagram as well, is that you're not allowed to do it about weight-loss. If you do any before or after ad on weight-loss, the ad is gonna get rejected. You are not allowed to do any form of before and after and speak directly to the customer because then it's gonna get rejected as well. So let's have a look at an actual example here of how a successful before an offer ad can look like. So here's one from an institution, someone who's into a UTI. As you can see here, there's a before and after on their cosmetic tattooing. So you can see that the eyebrows here a little bit thinner, the eyebrows here are a little bit thicker. I mean, it's very clear. It's a classical split screen when you have a before, you have after it could also be split down the middle here we have a before to the left and an off duty, right. It really doesn't matter. It's a beautiful display on what this person can do with their service. We could also have been a product, of course. But what's important here is if we look at the primary text, it says a checkout, this beautiful Micro shading power browse. This was done in two sessions with our amazing cosmetic tattoo artists and S dietitian. And I can click on this and expand it. Then there's some information here. But at no point during this ad does it say, are your eyebrows too thin or you're looking to get more full eyebrows so they're not speaking directly to the customer and combining that with a before and after, because chances are that is going to get shot down. So when you're making a before and after, make sure that it's never about weight loss. And when you're doing it, makes sure that you don't speak directly to the audience because that is severely going to increase your chances of getting your ad rejected. And these types of ads, they are very powerful. And if you have a product or service where this would fit, I really do recommend that you give this strategy I go, this works equally well as an image, as a video. It doesn't matter how you do it and it works really well if you do it in a split screen format, just like this here, it's split horizontally in the middle, but it can also be split vertically like this. And you can split it like this with a video format as well. It's very easy to do. You can do it in sign of a real or go to and have someone else do this for you at any rate, it's very simple to do and it can be very powerful. Juice be careful how you approach the before and after strategy. Powerful. But with a caveat, just remember that, be careful with it. See you in the next lecture and next strategy. 28. 3 Reasons Why: Welcome back. In. The next strategy is called a three reasons why and I love this type of strategy because it's so simple to do and it can give such good results and really high engagement rates. And it works equally well for images as a videos. Let's have a look right away. Now, normally when we look at an ad, we want the actual strategy to be implemented in the creative works or on the other hand, they just have a product image and then they have used this strategy in their primary texts instead. And it says, there's a reason why we keep selling out walk, sir, which is a company for women's underwear. Very clever. Actually, there's three reasons or more. Feel free to comment your own reasons below engagement. Number one, a normal wedges. Number two, body positive. Number three, sustainable. So the three reasons why is basically, why should you get this product or service is very powerful because it's almost like very direct selling without the selling itself, you're just giving them the three biggest benefits with your product or service. Now when you do this in an image form, it's a good idea to just put down the three things. Of course always three things does a part of this strategy, the three reasons why they should get your product or service. But when you're doing a video, it can be a good idea to do it in a three-step format. So it could be e.g. step number one. Do this step number to do this step number three, now you have the final results. So if it was you were selling some type of fast cooking fitness pastor, e.g. number one, open the plastic number to throw it in boiling water and it cooks at a lower temperature. Number three, it can be consumed twice as fast with half the color is just making something up here. But where you're basically putting the benefits into a three-step system. I've seen that work really well when it comes to video ads. So my recommendation here, when it comes to three reasons why either just give them three reasons why they should get your product or service like they're doing here. Or you can put the three reasons why in a step-by-step format. Step number one, do this, but it's sort of inbuilt. A reason why looking at our own ad that we just created for our dynamic creative test number three, we do have a three reasons why add as well. And it looks like this is the free course bill, a website in one day. And here are the three reasons why duplicate our website building process. Okay, Well, it sounds very easy if I just need to duplicate it. Number two, step-by-step video instructions sounds good to me since we're catering to an audience which is going to be very confused and not know how to build a website. Number three, feedback on your website. Amazing, because that means whatever I built, I can have someone critique it and say that actually looks really good. Or I hate change these things and you're good to go. So this is not a step-by-step process, but rather this is the very simple form of three reasons why these are the three reasons why you should go ahead and sign up to our online course. And then, of course, when they sign up, we get a lead. So three reasons why. Very simple. Why should they use your product or service? I recommend that you added into the actual ad creative itself works equally well in image or video format. Awesome. Let's move on and I'll see you in the next lecture. 29. Overview: Welcome back. So while you now have everything you need to start up, run and create profitable ads, along with many different strategies that you can be testing and how to scale them, and then how to properly edit them. It's still a good idea to take a step back and go into the Ads Manager and learn about how all of the different functions work, because you are spending money on running your ads. That also means that you will be spending a bit of time in the Ads Manager. And while most of the functions you won't actually be using still a good idea to get comfortable, because this is going to be your control center. You want to know how your control center works when you're spending money on it. So let's have a deeper look and go through the different functions. So we're going to start off in the Ads Manager in here. And the first thing we have are going to be your different ads manager account. If you have multiple ones, you can click here and you're gonna be able to select different ones. And of course, if you're running multiple businesses, then you're going to have multiple ads account. And if you're an agency, then of course you're going to be running ads for other people. You're going to have different wants to select from. So they're all going to be in here. But most of the time you're just going to have the one that you're using and you're not kinda need to touch this one. Now, moving over to the right, Here's a very handy button. This is the Refresh button. What that one does, he said he's going to refresh your data that you've gotten in here. If I click on it, I'm going to get new data. So rather than going and clicking on the Refresh button all the time, which is going to update the entire site. This button will just update your data, which is literally the only thing we're interested in. Moving onto the right, we have the discard drafts. So that means that if I create something new or I make any changes that I don't publish and I don't want to publish them, I want to remove them. We can just click on discard drafts. So e.g. let's say that I go in here and I click on Create, and I'm just going to create a quick sales campaign like this. When I create the quick sales campaign, I get a new campaign. I automatically get in your ad set and I get a new ad creative. Now I'm going to close this down. So now I have a new campaign, I have a new ad sets, and I have a new ad creative. Well, I don't like them. I don't actually want to have them there. So what I can do is click on this card drafts, but if I did like them, I will click on review and publish. Then I could check out what I have actually created and then choose to publish them. But right now I don't want to publish them, I want to remove them, so I'm going to click on Discord drafts discard, and now they're going to be gone. Moving on to the right, we have these three buttons. You can do two things. You can reset your ads manager and we're not going to touch that. We don't want to reset their Ads Manager and never used it, probably never will. We can go into keyboard shortcuts, going to show you in a bit where you can just copy paste different ad sets and ad creatives and do a lot of fun things like that. But I've never needed to change anything in here and I don t think you will either because most of the things we do in here, a very simple in our very quick as they are, but they are here. Should you decide to actually check out the shortcuts? And then moving over to the left here, we have the search and we have the filter. And there are two main things you can do here. Number one is that you can search for specific ads that you have, which might be handy, especially if you're looking for something and you know that you have a lot of different dynamic creative tests going on. So what you can do is you can click here, you can scroll down until you find here you go name slash ID. And if it's gonna be an AD set name, uh, you need to select the ad set name. And then right in the name it's gonna be an ad creative is gonna be add and then you write in the name. So let's say it's an ad set name. I'm going to click there and then I'm going to search for, let's say d, c2, c3, going to hit apply. And then I'm gonna go to Ad Sets. And there it is, That one is showing now it's also going to show the campaign and is also going to show the ad. But it's only going to show this one a filter that specific ad set out. Now, if you're searching for a campaign, which you basically never will, because in this strategy we're just going to be running one maximum two campaigns, leads, sales, et cetera, then you would just write that right in here. So if I search for e.g. WP and hit enter, then it's automatically going to search for campaign name containing WP and of course only have one. So that's going to show this one. Who's going to show all the ad sets and all of the ads that comes with it. Now the most useful thing you are going to be using in here is using the filter to only have your active ad sets visible. So all you would need to do is click on here, scroll down until you see delivery over here. I'm going to open that one up and then Ad Set delivery. Now if you're looking for an ad creativity, you would use this one of course, but for now Ad Set delivery. And then I'm just going to select active mixture is active and then hit Apply. Now it's only showing my active ad sets and I'm going to show you why this is useful in a couple of minutes when you have hundreds of different dynamic creative tests in here, then it can be a good idea to start using this filter just for peace of mind. And it's going to be a little easier to use the breakdown and gathered the data. I'm going to show you that in a couple of minutes. So if you want to remove the ad set, we just click on Close here and then we're back to where we started. Now moving to the right, the actual date range that we use is very important because they dictate what data that you're getting in here. And what I especially want you to be aware of is that there is something called this week and last seven days. Those differs. So if you look here, e.g. in the winners, we currently have six website leads. Now if I use last seven days, you can see it goes down to four. And the reason for that is it's not using the current date, but if I use this week, it's going to jump up to six because then it is using the current date is using only within this specific week, which in this case starts at a Sunday. So that's something you want to be aware of what I recommended you use. Generally it's going to be mostly maximum. And then if this month and the reason for that is going to be the maximum is going to show all the data and you want to look at all the data. But then at the end of the month, it's a good idea to go in here, click on this month and see what sort of data have I gathered this month specifically. So you might have a couple of winters that are doing well in here, but that you notice that they've been doing well for four months, but the last month they're actually starting to die. So that's a good thing to keep an eye on just going in here, make sure that by default you have maximum. But then at the end of the month, you used this month just to see where the different ads are at. Again, your dynamic creative tests, you'll be changing these about every week so they aren't going to tell you that much, but your winners, those are going to stay there for as long as they're profitable for you. So that's something to keep an eye on. Now, moving over here to the classical higher good that we've gone through before. We have campaigns, which means we can see all of our campaigns, all of our ad sets, and all of our ads. Now, if we want to very easy access or let's call it automatic filtering, what we can do is go into ad sets in here. And let's say that I only want to see the ad creatives for the winners. Then I would click on winners here. And then I'm only going to see those ad creatives. Now. Similarly, if I want to see the winners and the DCT three, I would select that one too. And now I'm only seeing the ad creatives for those two specifically. This is a very quick and effective way to filter. And especially should you be running two different campaigns. One that's for leads and one that's for sales, e.g. then by just clicking on one of them, you're gonna get all of the data just for leads and then all of the data for just sales. When you click on sales, is a very handy way to navigate in the Ads Manager. Now, let's jump back to ad sets here and move over to the next row. There's a couple of things you can do here. First of all, you can create a new ad campaign and we know this already. We've done it already. There's nothing new under the sun here. But what we can also do is we can duplicate things very quickly. Now, this isn't necessarily useful because normally if we're gonna do a new dynamic creative tests like we've done earlier. I would just go here and I will click on duplicate. But what you can do as well is that you can select one and click on Duplicate here. And then it's going to ask you the exact same questions. The difference is you can do it on multiple at once and we can duplicate all of them at once. Not very useful now, something that you're going to use very often, but at least you know, that you can show that opportunity ever arise. And then what we can also do, we can move over to the right and we have a couple of different options. First is quick duplicate. That means just gonna duplicate into your current campaign. No questions asked, just going to use the default settings. We have copy and this is pretty cool because that means that you can copy something and then paste it in. You can also just use Command C. Very straightforward. So let's say that I would copy these. Just click on Copy. It says you copied three ad sets. Then what I can also do to be sure that I've copied the right things. I can go back in here, go down and click where it says C copied items and then I would see these ones if I want to paste those three in. Now I just either click here or do a classical control V, or if you're an Apple user command V. So what I can also do just to show you how easy it is, let's say that only when I copy DCT three now I'm just gonna hit Command C for me. It says you copied one ad set. What am I sure? See copied items? Yes, I am sure. That's also a way that when you want to create a new dynamic creative tests, you can just go ahead and copy, paste them in here, and then go in and edit them. But again, I prefer to just duplicate and make the changes, publish. It's a very straightforward process, but this is more of a learning the different functions that are available in here, these aren't necessarily very useful per se. Now, moving over to the top here we have added an edit is just like we've looked at before. It fills the same function as this button over here. There are the same thing. The difference is that you can do it in bulk. So meaning if I want to change the DCT three and 2.1, I can select those three and hit edit. And now I can make edits that are going to affect all three of them. So let's say e.g. if I scroll up, they are all dynamic creative ads because that is the strategy. I can turn those off. I could hit Publish, then all of them would have it off. I'm not gonna do that, so I'm just going to exit here. So that's the Edit function. And most of the time, you're not going to use it on multiple ad sets like this. You can use it for ad creatives as well. Probably most of the time what you're going to do is use this drop-down menu down here. And you're going to use it for things like you can turn the multiples on, you can turn multiples off, you can rename them. You're not going to use it for that. We can use Find and Replace. So for Find and Replace, Let's say that all of these three are called DCT, DCT to DC T3. And these are only containing the ones I've selected. Let's say I don't like the word DCT anymore. I want to define the word DCT and replace it. I will write DCT, that's the name I want to replace, and I want to replace it with the word creative. So that means that all of the ones I've selected, that it has the word DCT and it will now be called creative. So now I'm going to get created one creative to created three. I don't actually want this. I'm going to put this down. But the most common probably in useful, in my opinion, edit is going to be when you select the Ad Sets, go to the drop-down menu, and then go down to minimum, spend limit. So here, once again, to get things started, you can see that one of them has $5 in there. You can add minimum to all of the other ones just to sort of get them Kickstarter, have the algorithm, pick them up and give them a fair trial for days or one week and see if they are actually going to work or not. So for the rest of the options in here, we have e.g. a. Start date and an end date. We don't use that. We have our ads ongoing. And down below here, these are literally all the options that you can find within the ad set level when you go and edit them. And there's nothing we need to play around with or do in here. If there was, we would be doing different tests for different ad sets. But once again, we're going broad. We're using a very default setup and there's enough thing that we need to play around with here. The rest of the functions in here, I would dare say, we don't need to use those. Then once I have a lot selected in here, what I can also do is that I can select them all in bulk, and I can de-select them all in bulk by using this option in here. Now next thing, Let's say I want to select the city three and I want to do a split test, or it's called an AB test today it used to be called a split test. What I could do is I could click here and now it's going to ask me what I want to test. I'm going to click on get started. I'm going to want to make a copy of this ad because I'm going to want to split test one single thing rather than using another existing out. It's probably going to have more differences. Click Next and then I could select a variable that I want to test. Now the thing here is that this is the old school way of doing Facebook ads. Well, you would go in, you would split test one variable and then you would spend hours of, hours of hours of your days within ads manager making so many split test and keeping an eye on that and writing down the results you're getting, turning off the ones that aren't working, making new splitter. So time-consuming today, we are properly using Facebook's own algorithm and allowing them to do the test for us. It takes so much less time, you get so much better results and much broader targeting the A B test, it used to be the gold standard of Facebook. Ads like that is how you create and find successful ads. Today, we don't even use it anymore, and I recommend that you don't use it either because these tests are already built-in with the dynamic creative tests. Those tests are being run all the time and for our audiences, for our ages, the algorithm is already testing a filtering that out for us. And they are going to do a much better job with their trillions of data points than we ever are with our limited knowledge and basic assumptions. So we don't need this function. Now next up, this button allows you to see the items that you have copied. You just click here and you can see the ones that you've copied very similar or not similar. It is the exact same thing as this one. See copied items is just that it is a button here. And then here we have the discard. This discard is the same as the discard drafts up period. The difference is if you have multiple new ad sets or ad creatives, or ad campaigns or changes, and you only want to discard a few of them, you can select those ones. Click on discard here. If you want to delete any ad creative or Ad Set, you can just select it like this and then click on Delete here. I recommend that you never delete your data on your ad account. Leave it both for the account to have all of the information and for you to have all of the information down the line, use filters and learn to navigate your ads manager properly so you never need to remove any of the data because this data is going to be valuable. You want to see your entire journey to her, and you want to have the data to use for your future ads as well. So I recommend never to delete any ad creative or Ad Set or campaign. Only of course, if you put something up and you made a mistake, maybe you barely had time to run it. You exchange data within 10 min than just delete the mistake. That's the only use, in my opinion. And then we have all the answers. Now, you can save down on audience. We're going to talk more about audiences, but audiences today, again, used to be the gold standard. We don't use them anymore. And that is because we allow Facebook's algorithm to target as broadly as possible so that they find the audiences for us back in the days when we found our audiences, but would save them down from e-mail lists, from website traffic would use them from retargeting, we'd look at successful ad sets would save down those audiences. We would do A B tests on those audiences, would segment them, resume many things to do so many things to test. Doing Facebook ads was a full time job today. Facebook is pretty much doing everything for you. I'm very thankful for that. And if this is your first time running Facebook ads, you've really come into the golden era here. There's so many things being automated. Needless to say, we don't need to save on audience. We're using a broad one. And Facebook's algorithm is finding the correct audience for the correct ad for us already moving onto the next one and then we have exports. So what you can do is you can click here. Export the data. So let's say that you want to customize the columns. You could export the data if you're an agency, you have clients or for whatever reasons you want to show that, hey, I'm going to select the columns with the conversions, the add to cart, the return on ad spend, etc, all the important columns. We're going to talk about that later. And then I'm going to show the date I've gotten to my clients so that they can rest assured that things are going well. Or just to show your business associate or your colleagues or whatever it might be for me and jesper, whenever use these, we go in here and we have all the data we need in here. But if you are a bigger agency and it needs to showcase your data without giving access to the actual Ads Manager. This is a great thing you can do to just export the data and share it that we have rules. Again, this used to be a big deal, basically using automation on your ads in order to work less because back in the days you had to work a lot today. Everything is automated, so this isn't something we use either, but I wanted to show you how these work. First of all, you can go into Create a new rule. We have reduced oxygen overlap, and that just means that it's going to adjust your ad sets to make sure that they don't compete. So if you have to add says Selling a similar item, but sharing the same audience, rather than competing against each other. It's automatically going to blend those audiences to make sure that they're not competing against each other. Very smart, but if you're using this strategy that is already happening, optimized ad creative means your ad creative show each person of variation of your ad when it's likely to improve performance. Again, with the dynamic creative testing, this is already happening. We're already using these and then reduce audience fragmentation. Create a rule that helps ad spend their budgets more efficiently by combining audiences. So if they see that you're running an ad and there's another audience that is actually doing better. They say, well then we're going to be able to grab that audience and run this ad towards that audience instead because it's performing better. Again, we've already set this tonight, dynamic creative testing. This is already happening. We don't need to test any of these. We're going broad and we're doing the testing. So they're doing everything for us. Again, this is Facebook's way of basically saying, let us have more power because we have more data. We're gonna do this better than you. And we've already set that foundation from the beginning. So none of these we need to touch. Then there's also custom rule if you want to set your own rule. So what you could do, e.g. let's call this turn off rule. So what we can do, we can have this rule apply to one ad set you can choose if you're going to have an ad creative or multiple, etc. But the one ad set, and we're going to have the action that is going to turn off the ad sets. When is it going to happen? Well, when the spending is smaller than $5 after, let's say three days. So that means that this isn't an ad that Facebook is willing to be spending money on. So it's automatically going to turn off that ad and we're going to have this running continuously. So when we create new dynamic creative tests, then whenever the ad spend after three days is lower than $5, it's just automatically going to turn it off. You can get really advanced with these rules. But honestly, I don't use any of these and I don't recommend that you do either. We have very little that we need to do in here and very little to keep an eye on. I recommend just going in 15 min a day checkout your data, make the decision. Has there been four days? Is there enough ad spend? No. Turn it off. Still working on yuan. Is there enough aspirin DEA gave it's seven days. See if there's a winner in there. Create new test, move on. It's that simple. So I wouldn't play around with this because this to me makes me lose a little bit of control. And this used to be really useful when they were 1 million things to do today. There aren't the mailing of things to do, so I don't really recommend using this one. Then moving on, we have the setup, viewing your setup. This is mostly going to be useful when it comes to getting support, e.g. if you get an ad rejected, they're going to ask you which ad was rejected. Let's say it's an ad creative. Then you can go into ad creative in here, click on view setup and then you're gonna get the id inherent. That id is what the support is looking for. The same is true for the campaign. If you have the view center, you can have the campaign ID here. If there is something mistakenly going on, something that's off, but we're not going to use this beyond that, you can also use, of course, this data if you are running Facebook ads into Google Analytics and you're using UTM codes and you want to find the specific campaigns because you've got multiple clients. But then again, if you don't know what I'm talking about, chances are don't need it and you're not going to have to use this one. I'm going to turn it off. Now, columns are gonna be all these different columns. This is important information. We're going to customize them. We're also going to go through what they all mean and we're going to do that in the next lecture. For now, I'm going to skip it. Then we have the breakdown. Now you can break down by time, which is pretty much completely useless with this strategy by delivery, which is also useless because thanks to iOS 14, you're not gonna get any data. If I break this down, Let's say by deliberate and I take gender in here. As you can see, there is no data it uses as a result of Apple's change it with iOS 14, this breakdown hasn't been calculated because you're not able to track people properly anymore, meaning they don't know who they are. Other data has been anonymized, so we're not gonna be able to access it. So that's pretty much useless. I'm going to clear it. What we want to use is going to be going into ad sets over here, go to break down and biodynamic created element. Do you want to check out which creatives are working, which primary texts are working, and which headlines are working, and that's going to be it. But then again, this is also going to be important. Let's say that I want to learn well, which takes this working the best. There's a lot of data going on here. So what you can do is that you can combine them. So let's say I don't need all of the data for all of the ad sets that are off. This is just confusing to me. So what I would do is go in here, once again, go down to where it says delivery, click there. Ad set delivery is active, Apply and now I'm only getting the breakdown for the active ones. So this is a phenomenal way of using filters when it comes to using your breakdown. So when you have hundreds, this is really going to be a lifesaver, going to turn it off. And then I'm gonna go back to break down and clear breakdowns. And finally, we have reports and reports we already looked at. And there was another button for reports right here where you can select them well, here you can take reports for your entire account straight away. You can do the standard reports for your ads, for your ad sets, et cetera, age and gender. Useless today, you can share the link to is create a custom report where you choose your own columns are just export the entire table data, which is probably what you're going to want to do if you want to show this data for someone. So those are going to be all of the basic functions within ads manager. Now, in the next lecture, we're going to look at something very important. And that is going to be what all of these different columns mean. How to use them, what to look for, and then how to customize the columns so that they better fit you. They're easier to look at and you're gonna get some additional data that you don't have by default here. So with that said, I'll see you in the next lecture. 30. Columns: Welcome back. In this lecture, you are going to learn what the different columns mean and how to customize and set up your own. This is gonna be very important because this is a part of reading the data and understanding what you're going for, what you're getting, and what action to take from the data that you're getting. So let's start off in our Ads Manager in here, I'm going to jump over to ad sets. Then I'm going to move over to columns and make sure that I have performers and colleagues selected. Now, to be honest, this is gonna give most of the information that you need. There is no need to add in additional information if you don't want to. If you're comfortable with using these columns, you can stick with that. And I'm going to show you what they all mean. But if you are interested in adding in some more information, which we usually do, I'm going to show you how to add that in and show you what those mean and then how to save that as a default. So starting from the very beginning, we're going to start an ad sets performance and clicks and we're going to move to the left on. This isn't brain surgery. If your ad set is going to be on or off. And remember this works in a hierarchy so you can turn off ads it but your campaign is on, but all of your ads within the ad set will get turned off when you turn off that specific ad sets. So all decisions here affect these ones. All decisions here affect these ones, etc. You probably know this already. Now, moving on, we have the ad set itself. We can change the name up here. We can view the charge which has no data anymore. Thanks to iOS 14, we can edit, we can duplicate and we can pin. Now I do like to take my winners and I do like to pin them like this. I'm going to pin that to the top for now, easier to navigate. Then we have the delivery meaning is it off? Is it processing is an under review, is set active, which is of course what you're going for or ECT learning. Now the learning you're only going to be getting when you're adding in your winning ad creatives into the winners ad sets. So, meaning in this specific ad set, facebook is no longer using dynamic creative tests. We're using our winner in here are very specific winning ad creative. But that also means that in order for them to know how to optimize that, now they don't have the tests anymore. They call this a learning phase. And in the learning phase, when it comes to bleed, still going to need at least 50 leads to get a better targeting. So basically what that means is that you can expect this targeting to get better and better, which is going to mean lower costs and the more leads over time and they recommended least 50. The same is true if you have a purchase version that you're optimizing for them, they're going to need a specific amount of purchases Before they say that they are properly optimized. So this is just a learning phase where they are saying that it's going to get better than what it is, stick with it. So moving on from delivery to attribution, this is pretty much useless. We don't need to look at this data, but it says that if someone clicks on your ad within seven days and then clicks on your link is gonna be attributed to the specific ad creative with a specific ad set of specific campaign. Or it has a one day view, meaning if someone viewed your ad within that day and then went to your website, That's going to give an attribution. So seven-day click or one day view, this is the gold standard. Nothing we need to play around with. Then we have the results and the result is going to be what we're optimizing for. It might be purchasers, it might be a website leads. And to be honest, that should be those two, or it might be app installs, but a landing page has cliques. All of that goes away and we spoke about this before. The results you're optimizing for, we're going to see those here. So that's very important data to have. Reach means how many unique people that you are reaching with your ads. So this means that the winners has so far reach 521 unique people. Moving over to frequency. Frequency means how many times on average is this ad being shown to the same person? And this says that is being shown 1.2 times to the same person. Now, since we're targeting very broad, that means that Facebook is taking care of this and not over showing back in the days you had to put a frequency cap so you wouldn't blast the same audience with the same as over and over. Sometimes you'd have 13 or 15 or 20 in frequency because the audiences would be so small back in the days and that would **** people off. The quality would go down and Facebook would punish you for lowering the user experience. We don't need to worry about this when we're doing broad targeting, but this shows how often it's showing you the same audio. So even within this small reach, so far it's still starting to repeat for some people because the algorithm knows this is how it's going to get results. Then we have cost per result, and that is exactly what it sounds like. How much money are you spending before you're getting a specific result here in the winners, we're spending $2.81 before we're getting an actual lead in, in our new test right now, we're spending $9.55 to get a lease. So this is what the leads are costing for us. So when it comes to what is a good average, when it comes to your cost per result? When it comes to leads, how much are the leads worth to you if you are selling, you know, let's say real estates and you're selling in hundreds of thousands. Clearly, these leads are gonna be worth perhaps hundreds or thousands of dollars. But if you're selling an online course for say, $20, these leaves are probably only going to be worth sense, meaning that say that you get 100 leads and only one of those leads actually buy what you have to offer. You have a conversion rate on one percentage. Then you can see that if that one person buys from you and it's worth $20, then you can take 20 and divide that in 100, meaning the cost divided in 100 leads to get one sale for that cost. And there's your salt is going to be 0.2, meaning that each lead then is going to be worth 20 cent. And these are for leads when it comes to sales is a little bit simpler. You can literally see that if your product costs $50 and you're spending $30 to get one sale, well then you're making a profit of $20. So when it comes to direct sales is much easier. But then again, if you have multiple sales, you start calculating what is the average order value. Let's say one person actually buys things from you worth $70. Well, this is when you need to start making bigger calculation slightly outside the scope of this course. But this is why it's important to see what you're paying per results. And then you need to make the appropriate calculations to make sure that you're staying profitable with the ad spend that you're doing. Moving on. We have the budget and the budget. We don't set that the Ad Set level because we're using the advantage function. Remember that they are optimizing the budget for us and that is happening on campaign. And we have the budget right here. If we want to edit the budget straight off for all of our different ad sets, we can do that right here. And that's going to be how we scale later on when we're seeing this is really taking off. We're really starting to get profitable here. We're going to scale with 20% and then keep scaling. And then that budget is going to be spread out over our winners and then on all of our dynamic creative tests as well. But here, the budget in the ad sets level, it's not important. Then we have the amount spent and the spent amount. This is a very important thing to look at because it shows if the algorithm believes in your ads or not. Now look at this, e.g. November 17th on this dynamic creative test, it only spent 666, meaning Facebook didn't want to spend any money on this dynamic creative testing. It didn't believe in it. But here we have a new dynamic creative test that was started on the 22nd. It's only been running for two days and is already spent $10, meaning they believe more in this one. And especially looking at the winner here, which makes a lot of sense because it is a winner. It's been up for the same amount of time, but it's spent a lot more money on that one, but that's why we extracted it into the winners asset because we know it is a winner. Moving on, we have ends is just when it's going to end. Useless. When we customize what we're going to remove that schedule is good to have because it's going to show us when we started the specific test and that is going to be important in case we forget, oh, hasn't been four days, hasn't been seven days. Well, just check out the schedule here. The fact that it's ongoing doesn't matter, but just to get that date, you don't have to write it down anywhere else. Impressions means how many times has your ad Ben shown? It doesn't matter if it's unique, people are not. So the difference between impression of reach is that for reach, this winners adds it has reached 521 unique people. But impressions means that your ad has been shown 631 times. So that's the difference in pressure. That's just how many times is zero? Add Ben shown. Again, not the most important. What is important is your cost per 1,000 impressions, cpm cost per milli. So your CPM sort of dictates how much you're paying for. There are more factors in here. You want to have a low CPM, but of course you also want to get great results. So what are the average CPM cost? Well, again, it's going to depend on your industry, the country. Let's say that you're targeting only the UK or maybe you're targeting India, or wherever you're targeting is gonna have a different average CPM and what product you're using and the creative, etc. But if we're just going to have a rough average, that is about $15. If you're around $15 and lower, you're doing a pretty good job. And we also have to remember seasonality as I'm recording this. And he's currently black week and Black Friday is coming and then Cyber Monday. And that means that everyone is doing ads right now in the ad spend, meaning to CPM, the cost skyrockets, everything is getting more expensive. Don't be worried when you're seeing in high numbers here when it comes to tests, this is a part of the learning phase. This is gonna go down. We can see already that the cost per lead here is to 81, which is actually really good and much better than this one which is 955. So even though this is a much higher cost per millimeter, you're paying more for the impression is getting more results. And of course the question is, what is the average cost per lead? Well, the average cost per lead, the same thing. They're completely depends on your industry and what it's worth. But we are going to aim for going down the line around $1 per lead, maybe even going to $0.90 and below. But that's the down the line through optimizations. And then we have the link clicks. Now link clicks means how many times have people clicked on your ad and landed on your website, which is the point of the ad to bring people to your website. And then on your website, you're going to have people that's going to buy your product, or if you have app installs, installed your app. So this is the total amount of link clicks you are getting. Here. It is. How much is each link click costing? So again, this depends on your ad, the industry where you're targeting, etc, etc. But the average, you can say CPC is going to be somewhere around $1.90 somewhere. We're definitely going to look to bring these costs down as we go. But then again, don't look blindly into the average of these numbers. What's important is that you are staying profitable with your ads. So then if you have a higher CPC or a higher CPM doesn't matter as long as you're staying profitable. And then we have the CTR, which is click-through rate on your links. Meaning how many percentage of all the people that are showing your ad actually clicks on the link. That's asking how many times it has the advent shown and in comparison, how many times has it been clicked on? And right now we can see that it's 2.06 percentage On average here is gonna be somewhere around 1%. But again, it depends on so many different factors, but 1% is a pretty standard click-through rate on ads generally. And then we have the clicks all and the difference between colleagues all and link clicks is the clicks all could be looking at the comments. It could be writing a comment, it could be liking. It could be doing some sort of emoji, any form of reaction to your ad, as long as they click on your ad in any way or form, that is going to count as a click including a link liquidity land on your website. But link clicks is only about when they click on your ad and lands on your website. Clicks all means when they just click anywhere on your ad to read more of your primary takes or write a comment or have a reaction to it. So those are the differences. And the one that's important here is of course the link clicks because that's what we're really looking for, getting people to our website so we can start getting results. Then we have this CTI, which is the click through rate. How many percentage of people being shown the ad clicks anywhere on the ad. We have 5.55 per cent. This one really doesn't matter. We're looking at the click-through rate on the links because that's where we're getting results. I don't know the average for this one. It doesn't really matter much either. And then we have the CPC. How much does any click at all costs? And again, that doesn't matter either. We're looking for the cost per link. Iclickers is going to give us the results. So those are the different columns and what they mean and what you want to be looking for. So once you've run your test, if you have an unusual high, let's say CPM, or you have a really high cost per results, or you're not getting any ad spend. It usually means there's something off with your ad. But in the end, it's really all about getting profitable. But if you're not getting profitable, then there's gonna be something off with one of the two. Either you don't have a winning off for your ad creative essence really up to par, most likely is going to be your ad creative, which is why all these strategies are based on them. And that's where we're going to spend all of the effort and making new and new and new tests. But you need to have a winning offer and a winning ad without this combination, you're not going to get results on your ads. Now, if you want to customize these yourself, what you can do is you go up here and you click on Customize Columns right here. And then we're going to have a bunch of different things in here. And they're gonna be some here that you might not recognize because they're gonna be different ones in the ad creative, you're going to be different ones in the campaigns. But let's start from the beginning and you can just follow me if you want to have the same setup as I'm using. So we want to keep delivery so we can see what stage is NF is active or all four learning attribution. We don't need to see the attribution. We're always going to use the standard. We want to see the results we're getting. We want to see the reach. We want to see the frequency the costs were paying per result. We want to keep the budget so that we can see the budget when we go to campaign level and we can just customize that right away. We want to see how much amount spent super-important. We don't need to have ends because it's just going to say ongoing because we're not going to set up a time frames. I'm going to remove that one as well scheduled we're going to keep so we can say moment created the dynamic creative tests. Quality ranking doesn't give much information anymore. It used to say how your comparison to others, but that was based on understanding people landing on your website. But because of IRS 14, we're getting limited data on that, so I'm going to remove that as well. Engagement rate ranking done neither conversion rate ranking, all this is just ranking compares to others. But Facebook isn't getting good data anymore because of iOS 14 studies don't really make much of a difference anymore and all of these strategies removed. You can only see them at the ad creative level, but I didn't use data and to recommend them. I want to see the impressions. We want to see the cost per thousand impressions, how much we're paying for that. I want to see the link clicks. I want to see the CPC cost per link click. I want to see the click-through rate, meaning click-through rate on the ones who clicked on the link. I don't need to see all of the clicks. I don't need to see all of the click-through rate and I don't need to see all of the cost per click on all of the clicks. Those aren't going to be important at all. So now realize you might have a couple of different columns than I do because different accounts sometimes get a different standard. And if you're running a sales campaign, you're going to have a couple of different columns being given to you, but a couple of ones that you're going to want to add are going to be add to cart. If you're running a sales campaigns, you want to know how many people that actually click on Add to cart on your product and don't check out. Because when you add this, we're always gonna use the total amount of people who do. When you add this is going to allow you to see that you might actually have a lot of people who go into your website, the add your product to card, but they don't check out. Then the question is, why aren't they checking out? Is the page loading slowly but use there's something wrong with your site that they're not able to check out these two products run out at the suppliers by using certain settings here we can see where in the funnel things are going wrong. So if people are landing on your website, but you're not actually getting any Add to Cart and maybe there's something off with the website. If you're getting add two cars but you're not getting any purchase, maybe something is wrong with the checkout, etc. Just being very smart about where are things not moving for me and then going into that part of your funnel and making sure everything is okay. So Add to Cart and another one is ROAS, which means return on ad spend. Roas means how much money am I spending and how much am I getting in return? If you have a row was on five, that means that for every $1 you spend, you are getting $5 in return. That's pretty cool because that means if you're spending $100 of getting $500 in return, now, don't look yourself blind on these numbers because you're not just looking for a high ROE us, even though the gold standard is somewhere around three, you're looking for having a high ad spend. So when it comes to scalability, which is why we're using this strategy and going broad, you really want to make sure that you can spend a lot of money and stay profitable. So this one is useful to make sure that you're staying profitable. You're getting return on ad spend. But don't look yourself blind on this one, but it's still going to use it. But I make sure that they're added in here. And then I'm going to click on Apply. There we go. So now we have a costume column. Now, if we want to save this and use this more permanently, what we can do is click here where it says Save. We're going to give it a name. We're going to call it my columns. You can be more creative if you want. I'm going to click on Okay, and now we have new columns that we can check out. There are some here that you might not need, e.g. offline add to cart so that one we're actually don't need. So I'm gonna go back to customize columns, go down. I'm going to see offline ads to card gonna check that away. I'm going to make sure that we only keep for now the website ads to Cardiff used and met the ads to cart is if you're running a different shot, e.g. you have a shop on Instagram, you want to see them add to cart, but for now I'm not going to use that. And then the website purchase return on ad spend and we're only running a website, so I'm going to apply it. It's just a couple of small changes and now we have a much cleaner look here. And of course these aren't going to apply to me because I'm doing leaves, I'm not doing sales, but this is how you can customize your columns. Now it's actually called my columns against. I'm going to remove that one. Click on Save, have a new one called my columns. Okay, and there we go. So well done making it this far. Now you have some proper control over your ads and customizing your ads and finding is seeing the data and reading the data. Awesome job. See you in the next lecture. 31. Audiences: Welcome back. In this lecture, you are going to be learning about audiences. Now this used to be one of the most important functions of running successful Facebook ads, finding an audience that likes your products, saving it down, expanding its segregating a targeting is even more detail, etc. None of that is used today because the strategy we're using with Facebook algorithm being as smart as it is and leveraging it is much more effective. However, understanding audiences is still important so that you're comfortable within the Facebook ads manager. And we still need to learn how to exclude certain audiences. So we're not showing our ad for people who have already purchased our product because that's just a waste of money. So in order to do that, we need to understand how to save down that specific audience. So let's have a deeper look now from our ads manager in here, I'm going to go into the hamburger bar up here. And then I'm going to move down to where it says audiences, it should be, they will go audiences just below Ads Manager here, there are three different things you can do in here and we're gonna go through them all so that you understand them. The first one is to create a saved audience. And creating a saved audience is literally doing the targeting section of your ad is just that you're doing it in here and you're saving it down so that you can reapply it to the next ad you create. Completely useless for us because we are running the dynamic creative tests and we're just going to duplicate the ad set and only change the ad creatives. So this kind of work used to be very time-consuming and take a lot of time and you'd find a successful artist. You would save it down and you would test it against another ad creative and maybe a different product you'd test it for leads. Just a lot of work, a lot of specific targeting, but none of these are very effective today. Facebook ads is a completely different beast today is much simpler, but that's how you can create an audience from scratch here and save it down and then just instantly apply it when you're creating your ad sets. So I'm going to click this one down. The next one is C lookalike audience. Now, a lookalike audience used to be something very exciting and a feature that really made Facebook ads stand out from a lot of competitors. So what you could do here is that you could select a source and that source could be your pixel, e.g. that we have here. It could be an uploaded email list or whatever source of information that you have. It might be people on your Facebook page, etc. But now we're going to use our pixel in here. And what we can do is we select a value. Usually you want to only grab the people who have purchased your product. We're collecting leads, so we don't have any purchases that are recorded on our pixels is just kinda say zero here. But then what you could do, and this is where it gets really interesting. You could take your audience and then you could expand it. So Facebook used to have all of this data on your audience. Specifically, they look at the gender, they look at the age, they look at their interests, their location, they look at everything. And then they'd say, Oh, this is the buyer persona. This is the type of person who is interested in your product. What we're gonna do is we're going to find 1%, 2345678, or nine, or 10% more people who are exactly identical to this audience that we have right here that we know have purchased your product. Because chances are that if we target people who are similar to them, they are also going to be interested in your product. And that used to be very effective only though at the one percentage here. Otherwise, you just space out too much and they get too dissimilar. The reason is not effective anymore is because of iOS 14. So Facebook isn't able to get that data anymore and they're not able to compare it to similar people anymore. So while these functions still exists, it's been severely limited. We don't use it. It doesn't work well, it's a waste of time and money, unfortunately will also thankfully, because it's also used to be a lot of work playing around with lookalike audiences. So that is something that you can do. You can take your audience and then expand to find people who are similar because chances are they're going to want your product as well. But because of the updates, facebook not being able to track them properly, finding similar people is very unsuccessful today. Lookalike audiences isn't something that is being utilized in Facebook ads today and not successful. At least, we can create a custom audience. So a custom audience means that you can use two different types of sources. You can use your own sources or you can use mythos, sources, the differences when it comes to your own sources, they are going to be a little bit more limited. We used to do is that we used to have the pixel on our website. They would track everyone flawlessly. Then we'll go to website with grab all of the traffic, everyone who went to our website, and then we would target them again, or people who have signed up or had an add to cart or something that used to be called retargeting. We would target them again because we know the visited our site, but they didn't buy. So we want to target them again and say, hey, remember we have this offer for you with this product that can solve this problem for you. Just as a reminder, we know there are hot audience, they bending to the website, they're interested and then get them to become a sailor, become a lead. It used to cost ten times less to do a retargeting and it's used to give ten times more results. So it was really the secret within advertising to get truly profitable ads, again, doesn't really work today anymore because of iOS 14, the tracking isn't what it used to be. It just doesn't work anymore. So when it comes to actually using custom audiences is generally your best bet is going to be using metta sources. But then again, those sources usually aren't going to be that effect because whenever you are using any type of source as an audience, you are limiting the algorithm. You are saying this is the audience I want you to target. So it's going to target, let's say 100,000 people, rather than having the possibility of filtering, let's say 260 million people, where it knows that in all of these people, they have certain data points that they know are going to connect well with your product. And then they can feel through those 260 million. And if they can do that on 260 million, that means that they're going to have a much higher success rate of finding your audience. And it's gonna be much, much, much more scalable. If we use any of these sources, we're going to severely limit the algorithm. And if we limit the algorithm, you're going to limit your results. You're not gonna be able to scale even if you get profitable. So I don't recommend using any of this, but I do recommend that you do though, is that you go in here to your sources and then website and then click Next. And then on events, you're going to click either lead or if you have purchased as you select, purchase them and then retention for third day. And we saved this down as an audience. The reason for this is, and this depends on your product. So this isn't for everyone. But the reason is for us, once someone has signed up as a lead than they are or lead if we don't need to show them the ad again, they already are a lead for us. What we can do is we can save down that audience and have all of our ads now and in the future, exclude those have signed up for a lead. And that's gonna be great because that means we're not wasting money of those who already signed up. Now, later on, if they forget about us and our emails aren't coming through or anything and another ad is shown and they are reminded of us at least are using a service again, that can be beneficial. But for now, if you are picking up leaves or you're selling a product, whether it's a one sale only, then it's a good idea to exclude those who have purchased. If you are an e-commerce and your silly, let's say print on demand and you send me a bunch of different t-shirts, then of course you want to show your ads over and over again. But if you're a real estate agent, then if someone bought a house from you, you don't need to show them that again, they're probably not going to want to buy another house, so then you want to exclude them. So that depends on what it is that you're trying to get from your audience, specifically some specific sales. So this is gonna be up to you if you decide to apply it or not. But I'm going to show you how so include people who meet any of the following criteria. They're gonna be from our pixel. The event is going to be leads and we're going to keep it at 30 days. This is a good number, so that means that all of our new tests are going to exclude them. But then when there's enough time, especially for our winners, that means that our ads might show again as a reminder. So this is just a good way to limit that frequency a little bit as well. We don't need to refine by we don't need to include or exclude anything. We're going to call this website leads. And then I'm going to click on Create Audience. So here's our audience is going to take a little time before we get to the proper data on how big this is going to be. And it's not gonna be very big because I think we have like 35, 37 leads or something. But then what we're gonna do is we're going to head back. I'm just going to click on the sandwich here and click on ads manager. I'm gonna go into ad sets. I'm going to go into d, c, t3 here right now and click on Edit, scroll down all the way until we see audience in here. Now, if we scroll down a little longer here, there's a button that says exclude. I can click on exclude search for existing audience. I'm going to write web and there it is, website leads. So that means it's just going to exclude those people. It's really not going to have a big effect at all since it is such a small audience. But it's still going to make sure that it's not going to be shown for them. And then all I need to do is go down and click on Publish, and then I'm going to close this down. Then remember the next time you're doing a dynamic creative test and you're duplicating this one, and then you're changing three creatives, one headline and one primary takes. Then you're already going to have this included automatically because you're using duplicates. So once again, if you are going to be using this or not, that is going to be completely up to you depending on what is, what it is that you're selling, how your funnel looks like, etc. But now you know how to use it. Also be aware that when you do use it is going to go through another processing and review. But usually when it's such a small change like this, it tends to be really, really quick and then you're going to have it from the start, from there on. So that is how you include an audience that already turning to a lead or a purchase. And now you also know what audiences are, what their functions are, and how useless they are a besides excluding well done. In the next lecture we're going to talk about what happens if you get banned, how to reinstate your account when you get banned or ads rejected. And then I'm going to show you the things you need to consider to make sure that you don't get banned. Again. See you in the next lecture. 32. Banned Ads/Accounts: Welcome back. Now sometimes you're going to login to your account. Hopefully never, but it definitely can happen. And you're going to notice that they've shut down your account and it's going to look like this. And this is your restricted from advertising. It can also look a little bit different, but this is pretty much the gist of it. So you click on See details and you're going to get to your account quality area. Now, from here, what you need to do right away is move over to the right and click on Request Review. First of all, you need to check out why they've closed down your account here it says, this is because you didn't comply with one or more of our advertising policies or other standards such as having too many ads projected, attempting to circumvent or add review process, participating in fraudulent behavior or associating with untrustworthy account. So again, we haven't actually done anything wrong here, and this is some mistake on there. And this can sometimes happen and it is super frustrated because it does shut down the ads far from the first time this has ever happened to us. What you need to do is be very sure that you haven't broken any of the rules, which we know already. So we're going to move to the right click on where it says Request Review. And then sometimes that's enough and then they're gonna go check out your account. But because they have already closed our account once during this process and we've requested a review and they said, Hey, Sorry, we made a mistake and they open it up at 10 min later this time because it's already been closed ones. They want some more information from us. Again. Some people they never have any issues with getting their accounts closed. Some people have more of a repeated issue. Your account might be linked to something. Maybe you clicked on something I being logged into three different browsers at the same time because I'm creating this course, that might be a suspicious behavior since they are using tracking blockers. So it looks like I'm from somewhere else, so we don't know why. We just need to make sure that they open it as quickly as possible. So I'm gonna click on Get Started, and now we're going to upload my ID. And then once I've uploaded it, I'm just going to click on Submit Analysis. Your identity information has been submitted, were reviewing your information, you can go on to request a review of your account. Again, you might not need to do this. I had to. I'm going to click on Continue. And then it says, if your Facebook account was restricted from advertising because it didn't comply with our advertising policies or other standards. You can request a review if you believe it shouldn't be restricted. And here we have three options. I'm not sure which policy was violated. I think there was unauthorized use of my Facebook account or another reason. Now, I'm going to choose the first one. I'm not sure which policy was violated because there was none there was violated. So this is going to be the go-to. This is the one we usually use. And when they've made a mistake, it's usually just a matter of minutes. But if you're unlucky, this process can take days. So I'm gonna click on that one and then send review requests that I'm going to click on Close. And unfortunately, from here, the account is going to be looking like this. And now it's just a waiting game to see when and if they open the account, there are additional measurements that you can use as well now to get your account open if all of these should come crashing down. So I was just on the phone support where they met their representative, Julie, and she basically told me that it's not the actual Facebook Ads account that has been restricted, but rather my personal account that has been restricted. So the good news with that is that the ads are still running, but I'm not able to do anything. But jesper also has access so he can do something. Sometimes before we've been banned on the actual ads manager account, as you can see from here. Then we just requested a review. They opened it up. No problem. And now it was my personal account for some suspicious behavior. I just spoke to her. She said this should be a really quick process, is most likely a mistake, but the ads should still be running, so that should be all good and clear. And now when I went to the Ads account and I just clicked here and I refreshed it and I can see that, well, now I'm not restricted anymore. It's been opened up. I can continue playing around with the ads and everything works as usual. So this all happened in about less than half an hour or so when you do an if rather doesn't mean it has to happen to you. You get your ads manager or your personal account restricted or band or your ads rejected or something, don't panic. There's a lot of different ways to approach this, to open things up so you can keep going with your ads. Now we have to understand that the reason why the algorithm on Facebook is so sensitive is because you have to understand the entire timeline here of how things work. Now, if Facebook is the entire system, we as advertisers, we are Facebook's customers, but the users of Facebook, they are the product. Basically, when we advertisers come to Facebook, we are buying access to the Facebook users. So all of the Facebook users on there, using their accounts for everyday stuff, for Facebook groups, for chatting with their friends, for making random post about that they just showered or whatever they want to write about the Facebook users, they are the product, we are the customers, we're buying the product, we're buying access to the Facebook users. So they need to be careful about their user experience. Because if they have a bad user experience than people will leave, and if people leave, they lose their product and then they will lose us as customers because we want to have access to the product. So that is why the algorithm sometimes it's overly sensitive because it's all about keeping a great user experience so that they can keep. Their system going, we still want to be customers because we get access to people. The meaning they get to keep their customers and they get to keep a great attractive product. With that said, sometimes you get caught in the algorithm, but there are also five possible reasons why you might have gotten a rejection or a ban. Recent number one, using banned words, the algorithm will take everything literally. So if you're using some sort of word that might mean something else or might not actually mean what the algorithm thinks you're still going to get a band for it. Now, e.g. when we were doing the first run of ads on this account, we were selling our complete digital marketing course. Within that course, we teach Facebook ads. So we use the word Facebook ads and the algorithm picked up on the word Facebook because you're of course not allowed to be using someone else's brand, especially not met does own Facebook within your ads. So they heard the word Facebook and they shut it down. Now there's nothing wrong with selling a course that teaches Facebook gas, that's absolutely fine. But the algorithm is going to pick up on the word Facebook and then they're going to shut it down. So just be wary of what are the words that you're using and how is the algorithm going to pick up on it? You're not gonna be able to use in a profanity. Maybe there are some metaphors. This just not going to play out very well. Just keep that in mind that using restricted words is one of the most common, if not the most common reasons why ads get canceled. My account eventually get banned. Recent number two, using prohibited content. Now, some content is allowed and others isn't like we spoke about earlier with the before and after strategies, you're not allowed to do a before and after on the weight-loss. You're not allowed to be speaking to people directly. All of these things the algorithm is going to pick up on. Now in this link, I'm going to show you the link directly to Facebook's own rules page where you can scroll down and check out all their different rules. Here we see unacceptable content. You're not allowed to use an illegal products and services. You're not allowed to have any misinformation, of course, no Ponzi schemes or anything like that. Vaccine discouragement, discriminatory practices. Depending on the content topic itself, you can speak directly to the actual viewer. Inflammatory content, meaning you're not gonna be able to do any strong political voice in here, e.g. and nothing violins inducing or using conspiracy network. So there are some things that you're going to want to stay away from. Just shake out in the resources, the link there to their actual rules page and scroll through there. Anything that you're uncertain about recent number three, and this is a big one and probably one of the biggest reasons people get their ads predicted and accounts band, and that is by using personal attributes. And I've said this multiple times, but it says ads must not contain content that asserts are implies personal attributes. These includes direct or indirect assertions or implications about the person's race, ethnicity, religion, believes age, sexual orientation or practices, gender identity, disability, physical or mental health, including medical conditions, financial status, etc, etc. Basically, urine not allowed to identify the viewers, the actual customers that you're targeting. Even though we're using a broad targeting, you can use a detailed targeting. You can be very specific, e.g. go towards dog lovers. While those strategies are outdated, you could target people who loved dogs and speak directly to, hey, dog lover aged 55, something like that. And that is exactly the sort of thing that met that wants to move away from, don't use personal attributes in your ads. Recent number four, quickly appealing a rejected add. Now when you see that your ad has been rejected for your account has been banned, the tendency is to just go and appeal towards it right away, your request a review, but you always want to make sure properly sure that you're not breaking any rules. So check out the resources here once again, scroll through it and make sure that you're not doing any mistake. Is the algorithm picking up on something literally, are you using personal attributes? Are you using any form of restricted content, whatever it might be checking through before you ask for an appeal. Because if you ask for an appeal on an ad that they shut down and they noticed that you basically didn't correct, you just ask for an appeal. They're going to close your entire account to just be careful about that. And the fifth and final reason is that your ad looks like spam or is a very low quality. So there's a couple of things you're going to need. Number one, a fast loading website. If you have a website it takes 10 s to load. Facebook is going to react on that and see it as low quality and potentially something to reject. And also you need to have a privacy policy on your website because you're using the mega pixel and when you're using the metal pixel, facebook also needs to recognize that the privacy policy of recognizes is that you are informing your visitors that you are saving down their information and exchanging information between your website and Mehta and that your visitors are aware of this. And also if you're using low-quality images on your website, that is something that the algorithm is going to pick up and react negatively on and potentially a reject your ad. So now what happens? Let's say that our situation were different and they permanently shut down our account. Well, what we would need to do then in absolute worst-case scenario, hopefully this will never happen to you. But then you need to go ahead and create a brand new met the business account and a brand new Facebook Ads account. And then you need to make sure that you use a different credit card. Very often what method will do is that they will look for band credit cards and see where it's been applied again and then just instantly band the next account. So if you are unlucky enough or you make mistakes and that's where you get your account properly band and you need to create a new one from scratch. Make sure that in that account you use a different credit card. So you won't just get banned by association because that happens. So with that said, as you can see, getting your ads rejected in your account banned. It's not the biggest of deals. It happens usually by mistake, but when it isn't by mistake, it can still be decently forgiving. Just make sure that you don't panic. Follow the procedure where you check out and make sure everything is in order. You haven't done any actual mistakes and then request a review. Go ahead and go into the chat. And I had I picked up a phone call, if you can do that, do that. This perfect getting formed. What's going on here? And then there's just gonna be a little bit of a waiting game. And chances are you're going to get your account open. Worst-case scenario, you're going to have to create a new account, new ads manager account, and use a different credit card. Well done making it this far. Now I would say you have literally everything you need to succeed with your ads. Amazing. I'll see you in the next lecture. 33. Facebook Marketing Explained: Hi and welcome to the Facebook marketing section of the course. So you've already learned how to do Facebook advertising, meaning you've learned how to pay in order to reach people. Well, in this section, you're going to learn how to do Facebook marketing, meaning, you will learn how to reach people organically without needing to pay for it. Of course, this comes with some advantages and disadvantages. And I'm going to show you exactly what those are and what you need to know before starting to market with Facebook. Now, first of all, there are two main reasons why you would want to do Facebook marketing and you should check off one of these two boxes. The number one reason is to build a community. Facebook is where people go to talk with their friends, to share memories, to put up pictures of themselves and tell other people about their day. It's a very personal platform that's been around for a long time. And this is amazing because that means that if you can succeed in marketing on Facebook and get in contact with these people, you're going to have a more personal connection with them and allow you and them to build a deeper relationship. This is perfect for building a community. A community allows you to take all of your most dedicated customers or soon to be customers, and put them in a Facebook group and build deeper and deeper relationships, give them more and more value and turn them from a single potential customers who buys from you once into a lifetime customer who's going to love your brand and buy from you again and again. We're going to talk more about the power of building a community with groups. Why you should do it? Exactly how to do it in a couple of lectures. But that is one of the two reasons why you should be using Facebook marketing to build a community. If you already have a community on your website or elsewhere, then don't bother building one on Facebook. But if you don't have a community at Facebook is the place to build it. The second reason to do marketing on Facebook is because your target audience is on Facebook. If you don your market research and you know that the people you're trying to target are actually here, then it makes a lot of sense to be marketing on Facebook. Now, if you already have a community elsewhere and you know that your target audience isn't specifically on Facebook. There might be on other platforms or they might be spread out a little bit everywhere, then I would recommend that you marketing on Facebook. And here's why. The truth is, Facebook is the most difficult platform to do organic marketing on. Almost everything they do on Facebook is to prevent you from pulling people away from their platform and reaching new followers. Pretty much the exact thing we're trying to do as marketers. When you make a post on Facebook, it's not going to reach new people. It is only going to reach your followers. Those who have liked your Facebook page specifically, and even for those who have liked your Facebook page specifically, your posts will only reach about two to six per cent those people, which is a miniscule. So even if you have hundreds of thousands of people, you're only going to reach a few thousand people. And because Facebook wants to keep people on Facebook for all of the reasons we've spoken about before regarding advertising and Facebook users being the product. Facebook will prevent you from pulling people away from their platform and to your website. So if you make a Facebook post and you include a link to another website in that Facebook posts, they will limit your reach even more. So that means that you can have hundreds of thousands of people following your page, make a post about a blog article, new product that you have, etc, onto your Facebook, to your followers. But it's only going to reach maybe a few hundred. And that means that marketing on Facebook is extremely difficult and extremely limited. So unless you are one looking to build a community and, or to know that you have your target audience specifically here, I strongly recommend that you skip doing Facebook organic marketing altogether. But if you feel one of these two criterias in the upcoming lectures, I'm going to show you how to build an amazing dedicated community and how to severely improve your marketing by using that community. And two, I'm going to show you six different strategies, how to improve the region, all of your posts. So you never get stuck with that two to 6% or lower percentage of reach to your followers. I'm going to show you the best strategies to increase it to make sure you get new followers. And I'm even going to show you strategies for reaching people who aren't yet following you so that you can get even more followers and an even bigger community. So if you're here to either build a community or because you know that your target audiences here specifically then follow me to the upcoming lectures where I'm going to show you how we can take a difficult marketing platform like Facebook and do amazing marketing that's gonna give you far above average results. I hope you're excited to see you in the next lecture. 34. Facebook Profile VS Page: Welcome back. In this lecture, you're going to learn the differences between a Facebook profile and their Facebook page from the point of view of a marketer. So first of all, let's look at their differences. So this is my Facebook profile. This is where I update things about me personally, I add in my own information. I'm only allowed to have one profile as per the terms and agreements on Facebook. And I have friends in here. And the funny thing to say, but this is different from a Facebook page. So this is mine and Jaspers Facebook page. This is where we have our business and brand. This is where people go to learn more about us. And here we don't have friends, instead, we have followers. This makes quite a difference in Facebook's algorithm. Now because Facebook is designed to be a personal platform where people meet, talk, and bond and stay on their platform. It's designed for profiles to have a much better reach. So all of the posts that I make with my Facebook profile is going to reach more people. Reach is defined in how many people you are going to be able to reach. Now with only 266 friends on my Facebook profile, if I make a post in here angling to be able to reach most of them. This is very different from our Facebook page because out of all of these followers, if we make a post in here, we're not gonna be able to reach most of these followers because Facebook isn't designed for businesses to reach other people with their marketing. Facebook is designed for people to reach other people with their conversations and with their topics and with their discussions and making sure that they stay on Facebook. So for this reason, a lot of people decide to use their Facebook profile to do all of their marketing on Facebook. And it has some advantages. You get a much better reach, meaning that your marketing will be more effective. And also because you'll be using your personal profile is easier to actually connect with people because people connect better with people than they do with a business. Generally, when you're a business, you had to prove yourself more, but when you're a person, it's much easier to connect and build that trust. However, there are four very strong reasons why I recommend that you don't do your marketing with your Facebook profile and instead do it with your Facebook page. Recent number one, you're already running Facebook ads through your Facebook page. By doing this, you're building up exposure to your brand and you're getting people who's going to come to your page and potentially follow you. You are proving that your business and brand is legitimate and that sort of trust is something that you want to continue building up. So because you're already paying for your reach with ads, that means that you have a chance to build up a bigger following, focusing specifically on your brand. Recent number two, analytics, when you're using a Facebook page, you get access to analytics data that's going to show you who your audience is and what age they are, what they like and what they don't like. All you need to do is move over to the side here and open up the menu. Go down into insights, and you're going to get access to a ton of information. And this information is only available to Facebook pages. You have no access to this if you're running all of your marketing through a Facebook profile and that is a huge myth. Number three, Call to Action button. Now, Facebook wants people to stay on the Facebook platform. We know this already, which makes it very difficult to drive traffic to your website. However, on your Facebook page, you can add in a call to action button just like this and you can customize it to say whatever you want it to say. This allows you to drive traffic to your website or wherever you want to drive it without Facebook punishing you for it in any way. And this is something that is not available in a Facebook profile. And finally, number four, you are not allowed to do marketing with your Facebook profile. If you read their terms and service contract, you're going to see that Facebook actually forbids you to do business marketing through a Facebook profile. Now of course, you talking about your interests isn't necessarily something that needs to be considered marketing. But the problem with this is you're putting your business in a gray zone area that is at risk of shutting down your account and shutting down your marketing opportunities. So if you build up a following and you build up a good marketing strategy with your Facebook profile and they shut you down, your business is going to suffer immensely. So it's much better to focus on doing your marketing with a Facebook page where it is allowed. And then I'm going to show you the different strategies to increase your reach to make this a good opportunity for you rather than taking a risk with Facebook profiles. Awesome. Now I hope you are convinced to be marketing with your Facebook page. In the next lecture, we're going to go ahead and make sure that we optimize our entire Facebook page shows that it is attractive and we can do proper marketing with it and through it. See you in the next lecture. 35. Optimise Facebook Page: Welcome back. In this lecture, you are going to learn how to optimize your Facebook page. And this is very important because you're going to be marketing through this patient. It needs to be properly optimized for people to see who you are, what you have to offer, and why should they follow you and be a part of your community? All of this should be very clear and transparent. So let's start from the very beginning in order to access your Facebook page, then just go into the Facebook page you have created. And if you don't have the editing options in here, all you need to do is move to the upper right corner here and make sure that this switch from your personal profile into your Facebook page and then you're going to end up right here. Now, the first thing we need to make sure that we have is going to be a cover and a logo. This is going to show who you are if you are a brand specifically and you have a lot of employees, you're probably going to want your logo in here. Now if you are a more personal brand like me and jesper are, you're probably going to want to use your face in here. The more personal you can be, the more beneficial that's going to be. But the Facebook cover is your billboard. The first thing that people are going to see when they enter your Facebook page, and it should be very clear who you are and what you're about. So we're gonna go ahead and create one. And there are two ways to create one. Number one is to create one ourselves in Canva, which is super easy and super fast. The other way, if you're not comfortable with that, is simply to go to Fiverr and have someone else do it for you. All you need to do is go to and search for Facebook, cover, hit Search. Move over to the right where it says sort by relevance, change it to best-selling. And here you have people with great ratings. So it's going to create a fantastic Facebook covers for you for just ten bucks, some as low as five bucks, $510 to get your covers. Most of these should have revisions, so it's a very quick and easy way to do it. But if you want to do it yourself, even if you have the most basic of design skills, like me, very, very basic design skills, you can still get a great looking covers using templates. So all we're gonna do is move over to and then I'm going to search for Facebook cover. And then I'm going to click on Facebook cover over here. Then I'm going to scroll down to the left and then where it says price, I'm going to check in free. And then now is where you can start customize what sort of color theme you would like to have by selecting a color here, you're only going to get covered with a specific color theme. You can select a specific theme you're looking for an or the style that you might prefer. So you have a lot of customization options here. Now, I'm going to go down to theme and I'm going to click on marketing. Now. I'm just going to choose one here that I think looks good. Now there are two things that you need to remember. The first thing is, all of these covers are actually outdated. They are slightly too big because Facebook often changes the resolution of their images, especially when it comes to their covers section. You're going to notice that a lot of Facebook pages and a lot of people to have their cover. That's just a lethal well oversized because they've changed the resolution will all of these are slightly oversize too. So what you need to keep in mind is that taking an option such as this one, that means you're probably going to lose out on some of the texts down here and some of the text up here. So we're going to want to look for a template that is more focused in the middle. Because not only is this going to be too big for the actual covered section, but also too, we need to make sure that it's adapted for mobile users. Over 80 per cent of all Facebook users are on their phone, meaning that your cover needs to be adapted for people's phones. Again, over 80%, that's huge. So we're looking for a very simple and minimalistic cover that has a focus in the middle, such as this one, e.g. I think this is a really great example, but here's also one that's really attracted my attention. This one, Morgan Maxwell. I'm just going to click on it and now I'm going to start editing it. And it's very simple to do. The first thing I'm gonna do is I'm going to remove this. I don't want someone else to take credit for me and I'm going to remove that, just hit delete, it's gone. I'm gonna go to Upload. Now. We already have an image of ourselves and we keeping this simple, we're going to use her logo, but we could use any other image that's available. So we already have it uploaded. If you don't have it uploaded, click here and upload files and just upload it is very simple. I'm going to click on it and drag it in, and it's going to fit right there in the middle. Perfect, easy. Now I'm going to change these texts. I'm just going to double-click on it and I'm going to write Robin and jesper, very easy. Now I'm going to change this down below here to not remember we're presenting ourselves, this is our billboard. They need to know that they're entering Robin and jesper, we need to be personal letting get to know us better, but also what are we offering? So I'm going to write down here, Digital Marketing Made Easy because that's what we focus on. We teach people how to do digital marketing. That is the reason for people to come to our page, to read our content, to join our community. Because people who want to learn digital marketing are going to have a good time with us. So it's very important that you are clear about what it is that you're offering and try to use some brevity with it. In other words, try to be short about it. Tried to get as much information in as few words as possible. This is a pretty good example, Digital Marketing Made Easy. We teach digital marketing and that will become abundantly clear on the page as well. Now remember, this is a bit oversized, so we're going to miss some on the top here and on the bottom and on the side. So we're going to miss even more on the sides, on the phones and even more on the bottoms. The only way to be 100% sure that this fits is going to be to try it out. So it makes sure that you're happy with the design, that you haven't, that you've picked a design that has its focus in the middle, I want to make one change. Actually, I'm going to click on this one, move over to colors and I'm just going to change that color is slightly more gray, minor difference, but still makes a nice difference. And then I'm just going to download it and upload it and then see what it looks like. I'm going to move to the upper right corner where it says share download. And now this is going to be the name. I haven't changed the name. Of course you can, but I haven't download. I'm going to move back here. Click on Add cover photo. I'm going to upload photo. Here it is open and now I need to position it. And the only reason I need to position it is because it is too big. So I'm going to put it somewhere in the middle, like this. I think this looks really nice. It's abundantly clear who we are, what it is about. As you can see, there's quite a lot missing on the sides, top and bottom. Now, I'm going to put this in the middle right here, and I'm going to click on save changes. And this is gonna be our cover photo. But you also need to make sure that this fits on your mobile as well. So what I would do next, I would go on my phone, I would check out the page and see does this fit our cell phone view if something is missing on the text and simply go back to Canva here, click on this in the middle and make it smaller. Drag it into the middle, like this. Click here, just make it smaller. Pull it into the middle. They're gonna guide you where the middle is. Same thing here, make it smaller like this, pull it into the middle. There we go. Maybe a little higher. Yeah, there we go. And then I would just save it again, upload it and make sure that it looks great on my mobile. So this is very quick and very easy. So it's important that you choose a simple template where the focus is in the middle, uploaded, check it out. Does it fit on your desktop and does it fit on your phone, and then you're good to go. So once you've optimized to cover, all you need to do is scroll down and down here it's going to say how healthy is your patient? Or a couple of steps that Facebook wants you to complete, only need to do is click on see more and then fill in all of this information. There is no magic in here you use fill out all the information that you have available. So e.g. if you have a WhatsApp account that's linked to your business, use it. If not, then don't link it. It's that simple. Add a call-to-action button. We spoke about that in the previous lecture. Link to your website. Of course, adding the direct link to your website, your location info. Now, if you are running a business, you need to have a business location and that should be added. And even if it's a digital business, if you're running a business, add in that specific information just for legal reasons. If you're a private person and you're running a business and you don't have an official location setup, you could either choose to write in your personal location or you could choose to not write this in adult. It's not a deal breaker. Now business hours, if you're running a business that's not a local or rather a physical brick-and-mortar business. You can go to the right more. This doesn't apply to my page and click there because you're not going to want to have any specific business hours. Same might be with the phone number. And then we have invited friends to like your patient. That's gonna be very useful for you to get things moving. And you can write a well composed useful as well. Once you've done all this, go back and then move to about. Now all of these is very basic as well. Fill in all of the information that is useful, such as your contact information, your website and social in all of this needs to be filled in to the best of your abilities. But here's where you might raise your eyebrows a little bit at the privacy and legal information. First, add privacy policy link. If you have a website, then your privacy policy link should be on your website. So this is our website. If I scroll to the bottom, we can see that I have a privacy policy right here. If I click there, and this is where we reveal how we use all of our visitors information. And because we're using the mega pixel, we are sharing information between our website and Facebook. So we need to have that clear in our privacy policy exactly how we're using visitors information. I'm just going to copy this link like this. Head back to add privacy policy link, paste it in and then click Save. It's that easy, but you need to make sure that you have a privacy policy. And then there's something that's called impress them. Basically what this is, it is an official statement that says that you own your business, where you talk about what your business's name, where it is located, who you are without going into much detail of who you are, but basically just showing ownership of your business. This isn't mandatory, but in some countries it is basically just write what your name is, what your business name is, where your business is located, and what your business is about. And if you don't have a business and a facial corporation up and running yet, you can just skip this section and then for the rest of the information, go through these sections, fill in the information that you can fill in and the ones that you can leave them. This is not a deal breaker. You just give as much information as you have available to you. In the next lecture, you're going to learn how to build a community using Facebook groups on Facebook, this is one of the biggest reasons to even do Facebook marketing to begin with. So it's gonna be a big one. See you in the next lecture. 36. Build a Community: Welcome back. In this lecture, you are going to learn how to build a community using Facebook groups. Well, first of all, why on earth should you bother to build a Facebook group and build a community of people? Well, there are two main reasons. Number one, it is the best way to find your most dedicated customer or potential customers and building a deeper relationship with them, turning them into a once in a lifetime purchase to a lifetime purchaser, meaning someone who loves your brands so much that they want to rave about it to other people and do marketing for you. They want to come back and buy more things from you, and they just want to be apart. The values that your brand stands for that is very powerful. That is not only how you sell more as a business and brand, but also how you stay in business and stay profitable for many years to come is simple business that does transactions, those are dead today. It's all about brands, showcasing your values and building a community. Now the second reason is when you make posts in your group, you are not limited by the algorithm. So that means you will be able to reach all of your followers in your group. So that gives you a potential to be marketing on Facebook in the most effective way where you can reach everyone who has decided to join your community. This community will consist of the most dedicated people, meaning that your marketing will be as effective acid gets. So once again, remember when you make a post on Facebook, your reach is going to be limited and reach about two to six per cent of your followers. But in your group, in your community, you will reach all of them. So build up that community and build up your brand and you will be successful with your business. So with that said, let's get started. We're going to start at our Facebook page in here, and then we're gonna move up to the right to the menu, click there, and then click where it says groups. Then we're gonna move to the left where it says Create New Group. And now we're gonna give it a name. And this is going to, of course, depend on what it is that you're selling. What is it you're doing a group for it, e.g. a. Mastermind group, if you're selling a product and it might just be a private group with your brand's name. Now we're going to call this Robyn and just birds moss mind group because that makes it sound a bit more exclusive. And this is also the aim of the group. For us, we want to build a community where people can deepen their digital marketing skills. So this isn't just for those who are looking to learn a trick or two and then move on. This is where the people who really want to dive deep with us and really understand digital marketing in its depth. So you want to make sure that the name sounds exclusive. So we're going to call this Roman and Jaspers mastermind group. Now this is important. The privacy dictates the exclusivity of your group. We have two options. We have public and then we have private. With public, you are gonna get more people to join your group. This also means that you're going to grow your group much faster. However, those people that join your group are not going to be as dedicated as those who join if it is private. Now when we're building a community, we're looking for qualified leads, people who are really interested in you and what you have to offer. Not just those who are curious, but those who are really interested in M1 to take it further. So by choosing private, you're going to make sure that everyone who gets into your community are the most dedicated people who are interested in getting more. That also means that the atmosphere in the group is going to be much better because these are the most dedicated forum of people. Now, you should also know that if you choose to go public, you can later on make the group private. But if you make the group private, you can never make it public. And of course, public means that anyone can go in and simply join and then they're in the group. And private means that you either need to have a password to get in or you need to request getting in. So basically people can request to join and then you can either approve or deny people. I strongly recommend that we go with private because again, we're looking to have exclusive members in this group, the most dedicated people only. And that is how we build deeper relationships. This is just going to get anyone in is going to be much harder to regulate the atmosphere and build that good, dedicated learning community. So I'm going to choose private and then choose, if you want people to be able to find your group is going to be visible or hidden. Now generally, I like to keep it on visible just so people know that they exist and that's something that they can explore. Well then how do I get in? And they can apply to get in and then they'll have to prove themselves that they really are dedicated to your product or to your brand. And then you can let them in and then you can regulate and make sure that you build a nice community. Just make sure that when you choose private, that there is a customer journey plan. You're not going to get people in here at random. You need to dedicate a marketing strategy to get people in. Maybe people who buy your product will get free access to your group. Or maybe you will make content on other platforms and drive people into this group. They're all valid ways to bring people into the group, but you need to plan it to make sure that you get people in here. Once you've done this and chosen, we're gonna go down and click on create a Facebook group, which is, your community isn't too different from a page. It's just more exclusive, enclosed in basically putting walls around your page. And these posts will be seen in this group. Only the first thing that you are going to be able to do and that I recommend that you do is go to canva and create a specific cover for your Facebook group. The next thing we're gonna do is move down toward it says group rules. Now the rules are super-important to make sure that you have the atmosphere that you're looking for. Because building a community is a long-term commitment. You don't want people who go into your group only to do their own marketing poster, own blog post, post their own stuff. Because other marketers know that this is the best way to really market, which is through groups on Facebook because the algorithm doesn't limit them. But you will need to make sure that those kind of people don't get into your group or they're only thinking of themselves. And the best way to limit that is by creating rules. So we're going to click on Get Started, and then they're gonna be some example rules and you can write a title and description. And this is going to be something that pops up before they join the group. And we're going to write important rules for the title. And then when it comes to description, I do have a template for you and it looks like this. So it has five basic and very general rules that says, number one, be kind to know bullying or hate speech. Three, no spam for respect everyone's privacy. And five linked articles only in the comments. Of course, feel free to make your own rules. This template exists in the resources so that you can quickly get up and running and make sure that your community has a great atmosphere in it. We want to make sure that it's a good place where your visitors and your members are going to thrive. All I'm gonna do is I'm going to copy all of these texts just like this. Move back here and paste it in and it's that simple and then click on Create. So there we have them. Here are the rules. Now, the next thing I'm going to do is I'm going to go down to where it says group settings. So there's going to be a lot of different things for you to set up in here. And I recommend that you have a look at all of them, but I'm going to show you what the most important ones are. First, we have the name and the description, and this is going to be the name which you already said, but you can also add in a description of your group. So by clicking here, we already have the name, but just a short description of what your group is about. Why should people be a part of this? To write that in here for us, it would be digital marketing to the next level. Now we already set the privacy and the height group which is visible. But if you don't want the search engines to pick up on the group, you can take this and select Hidden instead location if you don't have a specific location for your business or where your group gathers rather than you don't need to set this at all. This is gonna be important. Set the address for your group. Click here, make sure that it has the proper names is slash group slash R and J, master mind, e.g. if I save this, then the URL is going to be slash group slash orangey mastermind. This is going to allow us to create content on other platforms, on our website to drive dedicated people to this group. The best thing you can do is to build this group up because this is going to unlock new possibilities in your marketing for you. So building a community is essential, which means that you need to bring people into this group. Doing so only on Facebook will be difficult. But once you have people on Facebook is gonna get easier and easier. Jumping ahead a little further, we have who can join the group only profiles. And I recommend that you keep it this way because you want people to join your group. When businesses join groups, that usually means they're in there in order to do their own marketing. So we want to avoid that. We only want qualified leads who are interested in you and what you have to offer now, who can approve member requests when people are asking to join, I recommend that you change this to only add means and moderators to make sure that only the people who you deemed qualified can join. Now, over time, as you grow your group is going to be a good idea to have dedicated moderators who are taking care of your community. This isn't a small thing. This is gonna be very important to have a dedicated following for you. And then who is pre-approved to join should be nobody. Everyone should ask for approval. Scrolling down who can post? Anyone should be able to post and you shouldn't need to approve all member post is going to completely kill the flow of your group. Then jumping ahead to the bottom, we have linked pages, recommended groups and apps, and that's it. Now you've created your group. Remember, the key now is to bring people to your group and you've already set the address, build it up, build that community. Once you start getting a lot of people in their set out moderators and then continue growing. Make sure that you post valuable content in here and you really take care of your members. This isn't just about marketing, this is about building real relationships with real people. That is how your brand is going to grow and that is how you're going to stay in business for many years to come. Amazing. So with that said, well, this will be a place for exclusive content. You still need to understand what sort of content you should be creating on your Facebook page and some ideas for your Facebook group. In the next lecture, we're going to look at ten great strategies that you can start implementing right away and get things moving. See you in the next lecture. 37. 10 Post Strategies: Welcome back. In this lecture, you are going to learn ten opposed strategies that you can start implementing right away to take your Facebook marketing to the next level. Before we get started, there are three things you should know about. Number-one, important to know. Facebook marketing is all about bringing value and not selling. Now, this is true on all platforms, but it is especially true on Facebook because if you tried to sell things on here, you will get punished with your reach. It won't reach as many people. Number two, the goal of all of your posts is to make it so value field that people want to share it. When people share it, It's going to reach more people. You're gonna get more people to your page. You're going to get more people to your Facebook group. You're going to build that community. And finally three, the Facebook algorithm prefers videos. So to the best of your ability, try to make a lot of video content. You're going to reach more people. You're going to have more engagement from people and you're just gonna get better results overall. So with that said, let's get started. Strategy number one, this or that. So this are, that is very simple. And here we have bond market, who is a clothing brand, who is asking, do you prefer this outfit or that outfit? If we scroll down to the comments, we can see it's filled with people who have a preference. Now caveat here. Once again, if you look at this brand, they have almost 100,000 people following them. But still, if you look at the research, they have 14 thumps up and 13 comments. Why? Because they put a link in here. Whenever you put a link in here, you're severely going to limit your reach. So we have to remember that when it comes to Facebook marketing, we focus on keeping people on the Facebook platform. That way we reach a lot more people. We need to be smarter. But that is strategy number one, this or that post content. And it can be, Do you prefer this or that strategy, this or that outfit this or that product? Give them a choice and ask them to comment what they picked. Strategy number two, testimonials, everyone loves a testimonial, especially one that shows that whatever you're dedicating yourself to is actually working and changing people's lives. So here we have Sharon, captain, and she focuses on coaching and she has shared a testimonial here. We're basically a person has written to her and said that thanks to you. I got an amazing result. And she has replied, That's absolutely wonderful. Congratulations. Thank you for sharing. Now, the important part with a testimonial is to make sure that it's not sales. It's not about showcasing how good your product is or service for the sake of selling it is to inspire. And she's succeeding with that. Her Texas early this morning, I woke up to this message. I was so thrilled that I had already