Easy Facebook Ads - Marketing and Advertising | Jun Wu | Skillshare

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Easy Facebook Ads - Marketing and Advertising

teacher avatar Jun Wu, Social Media Influencer

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.

      Intro to Easy Facebook Ads


    • 2.

      Top Secret way to get Facebook Ads done in seconds with AI


    • 3.

      How to Build your personal Copywriting GPT Tutorial


    • 4.

      16X your Business LIVE with AI this week


    • 5.

      When to Run Facebook Ads Vs YouTube Ads


    • 6.

      Easy Facebook Page Setup


    • 7.

      Easy Facebook Ads Manager Setup vid


    • 8.

      Fun Facebook Ads Manager Tour


    • 9.

      Your Movie Studio Easy Ad Campaign Structure vid


    • 10.

      4 Step Customer Pathway Vid


    • 11.

      The Power of the Facebook Pixel Vid


    • 12.

      WEEK 2 - Beware The Facebook Ad Cop vid


    • 13.

      Creating Your Lead magnet vid


    • 14.

      Bonus - Highest Converting Lead Magnet Ideas


    • 15.

      Creating Your Thank you Page vid


    • 16.

      Creating Your Landing Page Vid


    • 17.

      Create Photo Carousel or Video Ad vid


    • 18.

      MAKE THEM PAUSE Ad Visual Design Secrets vid


    • 19.

      MAKE THEM CLICK Ad Copywriting Secrets Vid


    • 20.

      WEEK 3 - IOS 14 Update Vid


    • 21.

      BEST Facebook Pixel Plugin for Wordpress


    • 22.

      Easy Facebook Pixel Setup Vid


    • 23.

      Campaign Vs Ad Sets Vs Ads Review Vid


    • 24.

      Easy Ad Campaign Setup Vid


    • 25.

      Easy Ad Set Setup Vid


    • 26.

      Easy Ad Setup vid


    • 27.

      WEEK 4 - Winners from the Losers vid


    • 28.

      Arranging Your Columns of Data vid


    • 29.

      Easy Data Analysis vid


    • 30.

      Advanced Copywriting Secrets Lower your Lead Costs vid


    • 31.

      Advanced Ads Setup vid


    • 32.

      Advanced Targeting Strategies Lower your Lead Costs vid


    • 33.

      Higher Conversions – Lead Magnet Email Template Vid


    • 34.

      Higher Conversions – Email Sales Sequence Template


    • 35.

      How to Scale Correctly Vid


    • 36.

      36 Advanced Campaigns vid


    • 37.

      37 Advanced Traffic Campaign vid


    • 38.

      38 Advanced Page Likes Growth Campaign Vid


    • 39.

      39 Advanced Brand Awareness Campaign vid


    • 40.

      40 $1000 a day Retargeting Campaign Vid


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About This Class

Welcome to the easy Facebook ads academy, let me show you how to run ads the easy way!

I basically condensed years of not only my own Facebook Ads experience but also the experience I had working with my clients and students down to this short and intensive course.

Let me show you what I mean.

If you have never run ads before… don’t worry, start at Week 1. This week.

I will explain the psychology of the users on Facebook and how Facebook Ads are different than YouTube Ads.

This will immediately get you up to speed on what will work and what won’t work when running ads on the platform.

We will literally spend minutes, not hours setting up your Facebook page and your ads manager ready to run ads.

If you are intimidated by the complicated looking dashboard of the ads manager, don’t be. I will do a fun Facebook Ads manager and explain the bare essentials, the only things that you need to know, to run ads.

Because this is the Easy Facebook Ads academy, we are going to run ads the easy way. I will explain how to structure your campaigns in a way that will prevent any complications from ever happening. That’s how easy it will be.

If you are not sure what kinds of ads to create and how to create it, then start at week 2.

I call it the creative week. We’ll be creating your lead magnet, landing page, thank you page, and the ad all in a few days.

But first, we will talk about how to avoid getting our ads rejected by the Facebook ad cop. The Facebook algorithm. It’s like a robot that is programed to seek out and reject ads based on certain parameters. Once you know what its looking for you will be able to fly under its radar.

Then we’ll complete your 4 step customer pathway. So that your ad will get clicks, and those clicks will turn into leads and those leads will eventually turn into sales.

If you already have your ads created and need a refresher on how to setup your campaigns the correct way then start at week 3.

I will hold your hand and show you how to setup up everything step by step. How to install the Facebook Pixel, how to structure your campaign the easy way, and then show you with over the shoulder walk through tutorials how to setup your campaign, ad set, and ad. So all you need to do is to follow along.

You will also learn the targeting options secret that my clients and I use to instantly find your ideal customers. We call it the 3 flavor ice cream targeting strategy and it will help you find people who are actually sincere about your niche and are the most likely to interact and buy

And finally, if your ad is already running and you are having a trouble figuring out if it’s a winner or loser, than start at week 4.

I will make data analysis simple, help you arrange your columns of data, show you what data points to look for and solutions to fix ads that are not performing as well as you would like.

Then we will finish up with some advanced copy writing secrets, advanced targeting secrets, and even an email marketing mini-course so that you not only increase the quality of leads coming into your business but also start converting them into paying customers.

Meet Your Teacher

Teacher Profile Image

Jun Wu

Social Media Influencer



Welcome to the easiest and funnest way to learn Online Marketing.

I make helpful and fun courses to help you grow on social media and your online business.

My work speaks for itself. :)

15+ years working in the Entertainment Industry - Model/Actor/Director/Producer

15+ years working in Marketing. Branding, business strategies, and growth hacking.

7+ years as a Talent Instructor - Managing the careers and business of clients

As you get to know me, you will see everything I teach, I put to use myself. 

Find me on Instagram and I'll help you! :)


See full profile

Level: Beginner

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1. Intro to Easy Facebook Ads: If you have a website and you want to drive tons of traffic to it, what is the fastest way to do it? Well, you are watching this video, so you know it's with Facebook ads. It is the easiest platform to promote your business. But if it's so easy, why do most people fail? Most people fail because they spend more money than they make. Realized. It's actually pretty hard to run ads and give up. I hate courses that are ten hours long or even 30 hours long. When was the last time you have gotten results from taking a long course? I bet you didn't even finish it. I know I didn't I don't finish long courses either. You don't need a longer course. You need a short and straight to the point that guide so that you can start getting results. My goal is to get your adds up and running in a week or less. Here. Check this out. I basically condensed years of not only my own Facebook ads experience, but also the experience I had working with my clients and students down to the short end intensive course. Welcome to the easy Facebook ads Academy. If you have never run ads before, don't worry, start at week one. This week, I will explain the psychology of the users on Facebook and how Facebook ads are different than YouTube ads will immediately get you up to speed on what will work and what won't work when running ads on Facebook, we were literally spend minutes, not hours setting up your Facebook page and your ads manager ready to run ads. If you are intimidated by the complicated looking dashboard of the ads manager, don't be, I will do a fun Facebook ads manager tour and explain the bare essentials. The only things that you need to run ads. If you are not sure what kinds of as decorate and how to create it, then start at week two. I call it the psychological and collaborative week, we'll be creating your lead magnet landing page. Thank You page and the ad all in a few days because that's the only things we need to run effective and profitable ads. Simple and easy, right? We will talk about the psychology of understanding people's eye movements when they look at your ad, what they look at first, what they look at last, and how we can copy other successful ads that's currently running on Facebook, that's using this strategy. But first, we will talk about how to avoid getting our ads rejected by the Facebook ad copy. The Facebook algorithm, it's like a robot, is programmed to seek out and reject ads based on certain parameters. Once you know what it's looking for, you will be able to fly under the radar. If you already have your ads curated and need a refresher on how to set up your campaigns the correct way. Then start at week three. I will hold your hand and show you how to set up everything step-by-step, how to install the Facebook pixel, how to structure your campaign the easy way. And then show you with over the shoulder walk-through tutorials how to set up your campaign asset and add. So all you need to do is to follow along. You will also learn the targeting options secret that my clients and I use to insulin find your ideal customers. We call it the three flavors of ice cream targeting strategy. And it will help you find people who are actually sincere about your niche and are most likely to interact and buy from you. And finally, if your ad is already running and you are having trouble figuring out if it's a winner or loser, then start at week four. I will make data analysis simple. Help you arrange your columns of data, show you what data points to look for and solutions to fix ads that are not performing as well as you were like. Then we will finish up with some advanced copywriting secrets, advanced targeting secrets, and even an e-mail marketing mini-course so that you now only increase the quality of leads coming into your business, but also start converting them into paying customers. And because the marketplace is always changing and the iOS update is always changing, I will be updating this course with new episodes, even new strategies and tactics accordingly. So how does that sound? See, I told you it was going to be a venture that night. So pick a week and let's get started. Let's get your ads up and running asap so that your business will grow asap. After all, money loves speed. There's not a moment to lose. Let's get started. I'll see you in the next episode. 3. How to Build your personal Copywriting GPT Tutorial: Don't know what prompts to use to get the perfect sales copy written for your product and services with a new custom GPT feature. You will never need to waste time writing your own prompts again. In this video, I will show you how to build your personal top copyrighting GPT in seconds. Make sure to watch the end of this video to get my top copyrighting prompts to train your AI. Okay, let's get started. Open up Chat GBT and click on the Explorer button. You can see I already created some of my own custom GBT's, but we are going to create one for you from scratch. So click on to create a GPT icon. Now you have to tell the AI what you want to create. Since we are creating your personal copywriting box copy, my prompt make an expert sales copywriter who specializes in stirring emotions and converting cold audiences into warm audiences ready to buy, then hit Enter. You can see GPT is now updating. The AI will try to come up with a name for your GPT. I don't like emotive copy crafter. No, don't sound snappy at all. Let's call our GPT, Mr. Copy. Sometimes the AI will automatically create a profile picture for you. If not, just tell it to create a logo for you. You can always change the logo if you want. So you know what, I don't like this logo. I want to make it look cuter. So I'll tell the AI, can you turn the logo into a cute robot writing? Okay, there we go, very cute. Now the AI will ask you to pick a communication style for your GBT. Should it be formal and professional, or should it be casual and friendly? Most people want their chat experience to be casual and friendly. Hey, do you remember the influencer who created an AI clone of herself and made $70,000 in the first week. Her bot was very fun and flirty. Now we don't want to flirt with our users, but we do want our GBT to be conversational. Okay, so just copy my prompt. Mr. Copy Should have a witty and fun personality so that he's very liable. Casual and friendly is great, but he should also be grounded and down to earth so that he is relatable to the entrepreneurs using it without being too flamboyant. Put that into AI and watch it update its personality. Then the AI will ask you detailed questions on how the Bob will respond to queries. Should he ask for clarification often or make educated guesses? Educated guesses. Are you kidding me? No. We want to make sales and make sure we are using the best copywriting to sell our product. So we are going to make sure that our AI asks for clarification before I write your copy. Better yet, let's make sure that AI always clarifies what we are selling, the target audience we are selling to, and also the goal of the copy, such as getting leads, inviting people to book a call or a direct sale. And finally, the AI will ask you about personalization. How would you like your GBT to respond? Should it reference specific industries, types of products, sales strategies, or more general approach? Oh, come on. You know the answer we want. Copy that is very specific to our niche and our products. So tell the AI that our bout will not be using a general approach but very specific for the industry. Include writing to a code audience who don't know you yet, to warm audience who know you but haven't bought yet to hot audience. People are just waiting for the deal and congratulations. The AI says your GPT is done and you are now able to use it. Wait, you are not done. Here comes the most important part. If you just save and publish this box, it's no different than any other chat bot people are using or creating. Why? Because you have not trained your AI with proven examples, proven copyrighting problems, and proven frameworks yet. It's like a Dr. who has not gone to medical school or a lawyer who has not gone to law school or an engineer who has not gone to engineering school. Would you trust them? Of course not. But luckily with AI, we can train our GPT with the best copyrighting knowledge and experience in seconds. If you are one of my VIP members, you already have access to the top copyrighting frameworks and prompts. Just go to your member's account and download this PDF, open it up, and copy and paste it into the AI. With this prompt, I will now upload a list of proven sales copyrighting frameworks. These are the top copyrighting frameworks used by the top copywriters. I will explain to you what each framework does and why they are so effective in convincing people to take action with each framework. I will also provide you with a prompt to get that copy written. Every time a user ask you to write a copy, make sure to inform them what copyrighting framework you are using and why you feel that framework is the most effective to sell their product and services. Remember, it's important to not only train AI with proven content, but explain how he should use it to carry out what you wanted to do and why you are asking the AI to do it that way. So put this prompt in along with all the copyrighting frameworks and prompts from the PDF. You see I have added all of them here, press Inter and boom, you are done. The AI says the update to Mr. Coby had been successfully implemented. He now possesses a comprehensive understanding of various top copyrighting frameworks, each designed to create persuasive and engaging sales copy tailored to different products, services, and target audiences. Awesome. Now don't forget to go to the top right and click Update or Save. And you can choose to make it available to only you, only people with the link or the public. And hit Confirm. Now let's test it. Is Mr. Copy really that good? Open him up and I'm going to type in a very simple and generic command. Write me a sales copy, selling a diet plan. And I'm not even going to say please. And you can see, bam, the AI is so smart and trained that it not only writes a copy for you in seconds, but explains what proven copyrighting framework it's using and why it feels it is the best and most effective way in selling your product or service. And you don't even need to know anything about copyrighting, and yet your copy is done. Isn't that cool? Can you get this type of copy from the regular GBT? Nope. Only Mr. Coby can do it, and now so can you. And if you click on the configure button, you'll notice that by using my prompts and directions that I gave you today, everything is done. And your custom GBT auto populated with step by step instructions on how to be the top copywriter in the world. Like it, your personal super copyrighting GBT is done. You can now use it for yourself or even sell it if you are not one of my VIP's, but want a sample of my proven copyrighting frameworks. Just open up a brand new tab on your browser and visit easyichallenge.com Sign up for free and send me an e mail. And I'll send you some of my copyrighting prompts. 4. 16X your Business LIVE with AI this week: Hello my friend. Congratulations and welcome you. And I can't wait to help you grow your influence and business this month. Before you dive into the course, I want to ask you a question. Would you like me to personally welcome to your business with you live this week? Right now, AI is taking over the world and millions of people are losing their jobs because their skills are obsolete. Why hire a copywriter when AI can do it for free in seconds? Why hire a social media marketer when AI can do it for free in seconds, why hire a coach, consultant or an expert in any field with any expertise? Why buy your products, all your services when AI can do everything better than you in seconds and for free, right now is a very scary time for some people, but it's also an exciting time because there are tons of opportunities and money to be made. This is why I'm hosting a live, easy ai challenge, a virtual event where the goal is to walk you through the steps and to be able to hand you the top AI strategies, the templates, the swipe files, and most importantly, the prompts so that you now only survive the AI revolution, but actually expand your business and create multiple income streams. All you have to do is open up a new tab in your browser and go to Easy AI challenge.com and sign up for the free live virtual workshop happening soon. This is gonna be any event like none other, because I will get to personally work with you on your business live. At this event, I'm going to help integrate AI into your business and implement it with you live. So what are we implementing? What used to take you hours, days and weeks? We will doing literally seconds. I'm going to show you how to use AI to get attention on social media without paying for ads. How to turn those followers into leads and warm them up with AI so they know you, like you and trust you. And finally, how to sell to those people with sales emails, ad copy, and sales funnels written for you automatically by AI. Do you currently have a way to generate new leads? They'll make people chase you and not the other way around. Or do you have a sales process that turns a lead into a customer automatically? And do you also have a follow-up sequence for those who didn't buy, so that they will buy by the end of this live event in just a few hours and everything will be done. This used to be a mission impossible, but with the power of AI, it is now possible. Within the first day, people started to pay attention to my copy. I made two cells after just the first day fixed to the power of AI. I just added a third stream of income and it's growing faster than ever before. And I triple the number of clients and started charging more than my regular rate, all thanks to Jews training. How is this possible? You see, I think using ai is very much like chatting with RDD2 in the Star Wars movie. Most people are stuck in beginner mode because they don't know how to communicate with AI the correct way. And that's why they get boring or weird results that turns their customers off. The secret is to understand how to communicate with R2 the correct way. It's a health and chat with AI. The correct way. These in seconds, my work is done. Here's the deal. You'll see a lot of people right now selling AI courses and training. And this live event could easily be another $997 offer, but this event is free. So what's the catch? My goal is to be able to deliver so much value, help you implement everything live so that you start getting sales that you'll want to continue working with me. Is it okay if I prove that I can help you by actually helping you first for free, life, can't believe it. But I get three times last week I had more growth on my account in one month than half of last year, I got six people who sign up to my program. That's $6,000 in 1 h. And that's what I want to be able to do. Give you the tools and help you increment it to be a game changer in your business and your market. Remember, you are not in the business of your niche. You are in the business of marketing and selling your niche. I can't wait to show you how to easily attract your ideal customers and automate that process a live review for your business. Just open up a new tab in your browser and go to Easy AI challenge.com and sign up for the next live workshop where I will personally help build your business and your influence together. Live. 5. When to Run Facebook Ads Vs YouTube Ads: If you are trying to drive traffic to your business, you pretty much have two choices, Facebook ads or Google ads. And since the most effective ads on the Google ads platform is YouTube ads, It's a showdown between Facebook ads versus YouTube ads. It's also not a coincidence that they are competitors. They are rivals and they hate each other, just like Apple hates PC. They just don't like being in the same room, having to share customers. You probably heard of people saying things like Facebook ads are way better than YouTube ads. Or YouTube ads are always more effective than Facebook ads. Or one is always better than the other. Please be careful. Don't be manipulated by people's prejudices and biases. They are both great platforms with their own strengths and weaknesses. To say one is better is pure amateurish and narrow minded. Since I run bows, Facebook ads and YouTube ads for my own business, let's settle this debate of once and for all, just what are the major differences between the two platforms? And why are you learning how to run Facebook ads right now? Let's start with a reason why people use Facebook or YouTube in the first place. Facebook is a place that we go to when we're bored or when we want to interact with our friends and family, we go on to Facebook to join conversations and interact with topics we are interested in. Like going into your Fashion Group and gossiping about which celebrity, who are the best dress or the ugliest dress to this year's red carpet event. Youtube, on the other hand, is a place that we go to when we want to search for something. We go onto YouTube to find the answer to our problem. Like if your faucet is leaking and you don't want to pay for an expensive plumber. Maybe someone on YouTube can help you figure out your problem for free. Go into Facebook is like walking into your community club. It's a place to hang out with your friends and see what people are up to. Going to YouTube is like walking into your community library is a place to learn new things and find answers to your questions. Now, why is this important? It's all about interest targeting versus intent targeting. When you are trying to find your ideal customers on Facebook, you are targeting them based on interest, things that they are interested in. For YouTube, you are targeting them based on intent, what they are searching for. Let's say you are trying to sell some cute baby shoes online. How would you target people on Facebook? You are target people who are in baby groups, who like baby pages, who follow baby influencers and who enjoy reading parenthood content. Now how about YouTube? To sell your baby shoes to people on YouTube, you would target those who are searching for things like best baby shoes. How to find the best shoes for my baby. Top 10 baby shoes of the season. Or baby shoes review. Simple, right? So you can see both platforms have their own strengths and weaknesses. Here are some other differences between the two ad platforms. On YouTube, your ads don't have supporting text. You need to capture a person's attention with your voice, your personality, and your video within the first five seconds, or the viewer will skip your ad. On Facebook, you have text to support you. If you wanted to keep it simple, you can just use a photo as your ad. So if you have never run out before and are not that good in front of the camera, you can let the texts that do the heavy lifting and let the headline and the copy grab people's attention, rather than relying on your personality. On YouTube, you capture people's attention with a hook. Something you say that will make people feel your ad is relevant to them. At the moment. On Facebook, you capture people's attention with a pattern. Interrupt. Something shocking, flashy, cute, or visually interesting to make them pause and give your ad a moment of their time to help you get excited about the Facebook ads or venture we are about to go on. Let me share with you a time when I ran a Facebook ad campaign because YouTube ads couldn't get the job done. A while ago I was hired by a beauty pageant organization in Thailand to get more people to attend their event. In this case, it was a lot easier to run a Facebook ad to target potential customers, then a YouTube ad. Why? Think about it? How often are people going on to YouTube or Google and typing in the question, where is the latest beauty pageant? Or how to get tickets to a beauty pageants. No one is typing these keywords on YouTube. There are videos about how to be in a pageant, but not a single video about how to attend a Paget. That means finding people who were interested in attending beauty pageants from YouTube ads becomes a difficult task. It's difficult even if you use the topics targeting options in Google ads. Look if you are targeting people living in Thailand with an interest in beauty pageants on Google and YouTube, you get over 31 million impressions. Holy, that is so broad, we will be wasting so much of our ads spent. We ran a YouTube ad. But check this out. When I run a Facebook ad targeting people in Thailand with the interests of beauty pageant on Facebook, the reach is only 370 thousand people, which is way more targeted. That's why I was willing to pay for 137 thousand views on my ad and got people to sign up to attend an event. Now, I know this is a rather unusual add example, but it nevertheless proves that you can sell your products and services to people who are not even searching for it. And that is the main difference between running Facebook ads as opposed to running you to bad. However, your objective is the same on both platforms. You are trying to capture people's attention and stop them in their tracks low enough to deliver your quick sales message and convinced them to collect. On Facebook, you're trying to stop the scroll. On YouTube. You're trying to stop the skip. Now that you are a bit more familiar with what Facebook can do for your business. Let's help you set up your Facebook page and your ads manager in the next episodes so that you can start running ads in no time. Can't wait to help get people who are already interested in your business to find your business in record time. See you in the next episode. 6. Easy Facebook Page Setup: Welcome to the easy Facebook ads Academy. This new series will show you how to run Facebook ads the easy way. In this episode, I will show you how to optimize your Facebook page for business so that if and when you decide to run ads, people will trust and like you. You definitely want to watch to the end of this episode because I will also share for secrets that were made people actually want to like and follow your page. So let's get started. In order to run Facebook ads, you will need a Facebook account and a Facebook page. I am not a psychic, but I'm pretty sure you already have a Facebook profile. So I'm not going to waste time talking about how to set up a Facebook account. But you might not have a Facebook page or you may have one, but it's not as optimized as it could be. So let's set up your Facebook page the right way. Today. Setting up your Facebook business page is easy. Simply go into your Facebook account and click on the nine dots at the top right corner of the screen under Create select page. Now you can give your page a name, a category, and a short description. I will just call my page easy Facebook ads. Facebook didn't like my name. It might be because my name has the word Facebook in it and they don't want anyone impersonating them. Okay. Let's change it to easy FB ads, which means the same thing. All right, it's accepted. Now choose your category. For me. I will just put down advertising and marketing. Then put down a simple description for your page. Please don't spend too much time filling this out. People are visual creatures. Visitors will notice and care more about your photos and content is the visuals and the photos that will make them like your page. Speaking of which, once you click correct page, you should now be able to add a profile picture. Here is a secret. Use a face rather than a logo. Why? Because people connect with faces and not logos. Especially when you run ads later, put yourself into the mind of your ideal customer. Which ad are you more likely to respond to? Which ad are you more likely to trust? The one with a face just feels more genuine like a real person representing his or her business. So that's the first secret. Using your face or a real person rather than a lifeless logo to represent your page. The second secret is also related to your profile picture. Now, I'm going to say something sexist, but don't get upset ME. Okay. I'm simply telling you the secret. Based on research data. Did you know that on average, on social media, girls get more attention? The guys is true. If he did research, you'll find many articles and research findings that show they are gender inequalities on social media. Men and women are not equal on social media. This means, on average, a Facebook page with a female profile photo will get more attention than a male photo. Visitors and potential customers are more likely to interact with an ad or a piece of content if it is presented by a female. I did an experiment where I ran an ad promoting my Instagram growth course. I use a picture of myself in one ad and a picture of one of my female friends in another ad. The product, the copywriting and the targeting, we're all the same. And yet my friend just got more attention and likes them me. So if you are not devoted to a logo or a brand image yet, you can consider using a female face to give more attention to your page. For me, I already have a brand, so I will use my own face for the profile picture. Once you click Save, Facebook will ask to connect to your WhatsApp account. This is just a sneaky way for Facebook to collect phone numbers. So I would suggest you hold off on that for now. Just close this window. You see Facebook tries one more time to ask you to put in your phone number. We don't need to do that right now. It's like dealing with a desperate guys, trying to get your phone number to go on a date. Anyways, click Leave. Okay, your Facebook page is set up. Now we can add a cover photo that dimensions for a cover photo is currently 820 pixels wide and 312 pixels tall on a desktop, and 640 pixels wide by 360 pixels tall on a phone. The important thing. Use high-quality image. The cover photo is like your business billboard. If you have a low res, crappy billboard, people will not respect your business. If you already have a banner made, you can upload it now. If not, you can go to pixabay.com to download a temporary photo for now. Pixabay is one of my favorite places to go for stock photography. Simply putting your niche and you'll be able to find thousands of high-quality photos to choose from. The dimensions don't have to be exact because you can always crop it once the cover photo is up. The next thing to do is to connect your website. The best way to do that is to add a button. So press the Add button, button and you'll see a ton of options. Select, Contact Us, and then putting your website URL. Once done, you can click on the button and select Test button to make sure a lens on your website. And it does, great. So we can return back to the Facebook page. The last thing to do is secret number four, which is the add a bit of content on your page. Just a few posts giving away a few tips. We are doing this so that anyone who stumbles upon our page, we'll now see a blank page. See some valuable content, which will increase the chances of them liking and following the page, which will allow us to target them with future ads. You can see some of the free content that I posted on my easy YouTube ads, Facebook page. You don't have the posts a lot right now. Just a few posts will do the trick and bring more life to your page. Okay, That's it. Oh, here's a bonus secret. You can try Facebook's a dark mode to see if it's pleasing to your eyes are not. Simply click on the down arrow at the top of your page, select Display and accessibility. Then under dark mode, click on. So what do you think? If you spend a lot of time online staring at a white background, it may cause eye fatigue. You can try this dark mode to freshen up your Facebook experience. I personally love this mode because it looks sophisticated, making me feel like I'm working in the back cave, setting up ads and using Facebook in a smart way, just like Batman, the world's greatest detective. Or maybe it's just me. Anyways, remember, running ads should be fine. You are promoting your products, you love your business and your personality. If you are not having fun, I can guarantee you, your visitors will not like your ads. Remember to be in a good mood when you are creating and running ads, okay? Just like I always wait until I'm in a good mood when I'm creating these episodes for you. All right, our Facebook page is set up. In the next episode we will set up your Facebook Ads Manager and show you one important thing that you must do so that Facebook won't overcharge you in ads spent. This is something that one of my students wish he did before he lost $433 in ad spent. See you in the next episode. 7. Easy Facebook Ads Manager Setup vid: Welcome to the episode that will show you how to create a Facebook ads manager account. The easy way Facebook intentionally makes their dashboard complicated and hard to navigate. In a moment, I will explain exactly why they do that and show you how to set up your Facebook Ads Manager step-by-step. You don't want to miss this episode because I will also show you one important thing that you must do so that Facebook won't overcharge you ing ad spend. This is something that one of my students wished he did before he lost $433 enhancement. Let's get started. Facebook makes it easy to run ads. And why wouldn't they, they want to make it easy for you to give them your money. That's why they created a Promote button and a boost button on your Facebook page. The Promote button allows you to easily promote your entire page. And the Boost button allows you to easily promote a specific post to get more traffic. However, what Facebook didn't tell you is that using the Facebook page to run ads is like driving and eight cylinders sports car, but only using four of the cylinders. You are just not using Facebook's for advertising potential. Running ads from your Facebook page is only okay if you are starting out and trying to get more followers to your page or drive a little traffic to your other social media accounts, like YouTube, like trying to get subscribers on YouTube, then that's okay. But if you are trying to get leads or sell products and services, do not and I repeat, do not use the Facebook page to do that. It does not provide you with enough tools to really target your customers. Please don't drive a sports car with half of its features and turned off. It's a sure way to waste money. The best way to maximize your results is the use the Facebook ads manager that's using all eight of their cylinders. But a lot of people are afraid to do that because the dashboard of the Ads Manager looks complicated and intimidating. Don't worry, That's why we are here. I will simplify everything for you in the episodes to come. But let's get your ad account setup first. Please watch to the end of this episode because I will show you one thing to do that will prevent Facebook from charging as much as they wanted the form your ads, saving you hundreds of dollars in Jasmine. Let's start setting up your ads account. Start with typing in the keyword Facebook ads manager on Google. This will help you find their official site, which is currently facebook.com slash business slash tools slash Ads Manager. Click on the link and then click on go to Ads Manager. Since you are already signed into your Facebook account, you will see this screen with your account at displayed. Click on your account name. This will bring you to the famous Facebook Ads Manager dashboard. Congrats, We made it. The main thing we need to do is to set up payment information. So let's click on the Settings gear icon at the bottom left-hand corner of the screen. This will take you to the business settings, then click on Add accounts. If this is your first time here, you're probably see something like this. If you don't, don't worry, facebook constantly changes the look of their interface. But the general idea for setting up your account is always the same. Click on Add and select, Create a New Ad account into a business name for your ad account. Make sure the time zone and the unit of currency is correct. And then click Next. Since you are running this account for your own business, select my business and click Create. Now let's click on the Add payment info. Facebook accepts debit, credit card, PayPal, or online banking as payments. So select the option that applies to you and fill out the information. Once done, click Save, congrats, your account is successfully set up. But there is still something very important. We need to do. Facebook intentionally made navigating around their dashboard complicated with dozens of options and links to press on every single page. Why? Because they want people to run ads directly from their simple Facebook page. They make more money from people's mistakes. Know we are smarter than that. We are going to run ads from the Facebook ads manager. But if you ever get lost, you can always find your way by clicking on the three lines at the top left-hand corner of the screen, you can see we are currently in business settings. This is the place where we go to set up new accounts, which is not very often. The Ads Manager is where we will be spending the majority of our time because it's where we go to run our ads. Before we go there, we have to do one thing first. One very important thing. I know I have been building up this drama in this episode, but it is so important that it could have saved one of my students hundreds of dollars in ad spent. Click on Add Account Settings, then click on the credit card icon on the left-hand side called Payments Settings. You will reach this page. A while ago, one of my students told me that he started running Facebook ads and left. They're running during the weekend. When he checked his ads account the following week, he was shocked to find out that he was charged for a $133. This would have never happened if he had said and Account Spending Limit. Facebook ads will never tell you this. But when you are starting out, you always want to set a spending limit. Go to accounts spending limit, and click on the three dots to select the limit. This will mean if one of your ads start performing terribly and eating up your budget like crazy, your ads will pause when it reached the limit you said, and won't run again until you increase or remove that limit. You can, of course, set the amount you are comfortable with. If you want my advice, you can put down $200 to start. This is like you putting $200 on a casino table. If you spend all of it, you will leave the table. But if you didn't set a limit, It's like allowing Facebook to follow you around the casino, continue to take money from your wallet. Because in Facebook's eyes, you have not left the table. You are still in the game. So be careful, once you get better at running Facebook ads, you can increase your spending limit, but it's a good idea to always have a limit. Click Save. When you're done. Congratulations, give yourself a pat on the back. You did it in the next episode, I will give you a fun tour of the Facebook Ads dashboard. Simplify everything for you so that you will be comfortable running ads on this platform. My goal in this course is to make things simple and fun for you so that you can actually follow along and get instant results. Sounds, they're great. I'll see you in the next episode. 8. Fun Facebook Ads Manager Tour: Welcome to the Facebook Ads Manager dashboard. This is going to be like a second home for us because it's where we will spend the majority of our time when running Facebook ads. If this dashboard looks complicated and confusing to you, don't worry, I was simplified everything for you and show you only the things that you need to know to run ads in no time. I will show you the only two places that you need a visit so you don't get overwhelmed by all the links and buttons and locations that Facebook throws at you. You will also learn why never to press this Home button because it's a way for Facebook to trick you into running amateur and poor quality ads with poor targeting on your Facebook page, which will lose you a lot of money. And we will wrap this episode by showing you the correct and fun way to structure your ad campaigns. How running Facebook ads is like managing your very own movies studio. I will show you the strategy that movie studios like Marvel Studios used to set up their blockbuster movie campaigns and how to copy their business model to increase the success of your ads. Let's get started. Let's start by showing you how to get around this dashboard. Click on the icon with the three lines on it, left-hand side of the screen. This is the all Tools button. If you ever get lost, this is the button to press to figure out where you are. As you can see, we are currently at the ads manager. Even though Facebook gives you tons of options, buttons, and links to press the two places that we will visit the most are the ads manager, where we will run our ads and the events manager where we set up tracking for our ads. Click on Events Manager. This is the place where you are correct your Facebook Pixel to track the activities on your website. The pixel will track who landed on your landing page, who opted in, purchased from you, and so on so that you can retarget them all caret new audiences similar to the people who enjoy doing business with you in the past. Let's head back to the altos button and click on it. Click on Add Account Settings. If you ever need to change your payment option or see how much you owe Facebook in ads spent, you will go here and click on the credit card payment settings icon to see that information. Sends. All payments are processed automatically. You won't need a come here very often. Let's visit one more location. Click on the All Tools button again, and click on business settings. Unless you run an ad agency or have multiple businesses, you will probably never need to visit here either. But if you ever need to add additional people or members and grant them access to your account and pixel information, simply click on one of your businesses and it will take you here where you can do your management of the accounts. I am going to switch back to my personal account. And by doing that, I will automatically be taken to the Ads Manager, which is our home. Now, I want to warn you against something that can be tricky and confusing. You see that house icon at the top left-hand corner of the screen. Facebook caused this your business home. If you click on it, it will take you to the Facebook Business Suite, where it will give you an overview of all the data for your Facebook pages, recent posts, and recent ads promoting only those posts. But what about the ads that's running from your ads manager? Nope, it won't be shown here. This is the reason why you do not want to spend too much time here. This is just a sneaky way for Facebook to remind you to run ads on your Facebook pages. As you can see, you can click on the top and easily select a different pages that you own and run ads on those pages. As we covered in our previous episode, running ads it directly from your Facebook page is an amature way of running Facebook ads. It does not give you enough control over your ads and is a sure way to waste money. Even though Facebook cause dislocation your business home, it shouldn't be. The Ads Manager is your real business home. This is where you can run professional ads and get professional results. So click on More Tools and select Ads Manager to go back to our real home. Alright, homes with home. And finally, if you are having any technical problems with your ad manager, always ask Facebook for help. Simply click on the question mark icon at the lower left-hand corner. Then click on Contact Support Team. And you can chat with a live representative to get your questions answered. Okay. Now, with all the housekeeping items out of the way, Are you ready for some fun? You'll notice that your dashboard is broken up into three main tabs. A campaign tab that shows you all the campaigns that you have read recently. And ad sets tab that shows you all of your ad sets and ads. A tab that shows you all of your ads, campaign ad sets, ads. Do you remember in the beginning of the episode, I told you that running Facebook ads is like managing your very own movie studio. Let me show you what I mean. 9. Your Movie Studio Easy Ad Campaign Structure vid: You'll notice that your dashboard is broken up into three main tabs. A campaign tab that shows you all the campaigns that you have read recently. And ad sets tab that shows you all of your ad sets and ads. A tab that shows you all of your ads, campaign ad sets, ads. Do you remember in the beginning of the episode, I told you that running Facebook ads is like managing your very own movie studio. Let me show you what I mean. To make a movie. That movie needs to be curated by a production company. And a production company needs to be funded and managed by a movie studio. Makes sense, right? Well, that's exactly how Facebook ads work. In order to run an ad. That ad needs to be in an ad set and the asset needs to be in a campaign. So the hierarchy is Campaign, Ad Set, and add, movie studio, production company and movie. Now here comes the biggest mistake that beginners make when running ads. Facebook allows you to create a campaign. And in that campaign, facebook allows you to create multiple ad sets. And in an asset, facebook allows you to create multiple ads to, you know, how crazy complicated this can be. It would be hell, trying to manage everything and know what's going on. Now, why does Facebook allow you to do this? You know why? Because more options means more money in their pocket. But More Options does not mean more success for you. This is like if you were the head of a movie studio, you have the studio, and thus studio hires multiple production companies. And each of those companies is making multiple movies. The process of managing everything becomes so overwhelming that you are bound to make mistakes and we'll lose you tons of money. Not to mention, you will come out with crappy and poor quality movies that no one wants to watch. Here is an example. Let's say you are thinking of coming out with three movies, Iron Man, Captain America, and Spider-Man. You could start with one movie studio, which is Marvel Studios, and higher, multiple production companies. And each of these production companies will attempt to make all three movies at the same time while sharing the same resource, the same budget. Unless you are an experienced executive with a large budget and money to burn, I think you will agree with me that this could lead to the zoster. Know, we are going to keep things super simple. Instead of having one marvel studio managing everything, we will break that up into three separate studios with their own budget. And each studio will hire only one production company, and each production company will make only one movie, one movie studio, one production company per studio, and one movie per production company. This will ensure the efficiency, resources being spent and increase the quality of the movies being made. And guess what? That's exactly how we will run our Facebook ad campaigns. Each ad that we will create will have its own asset and be managed by its own campaign. The ratio will be 121211 campaign one ad set and one AD. This will allow us to easily manage what's going on and easily test variables that may impact our ad performance, such as Wang campaign targeting mobile users, one campaign targeting desktop users. When campaign targeting people in the United States, or wine campaign targeting international audiences. You see how this works. We will of course go into the details and I will help you set up your ad campaign step-by-step when it's time to run your ads. But I just wanted to give you an overview of what we're trying to accomplish and why we are running ads this way. Oh, by the way, the movie examples and the production companies examples that I shared with you happened in real life. Marvel Studios hired one visual effects production company, Industrial Light and Magic, to make Iron Man, double negative visual effects production company to make Captain America. And Sony Pictures. Image works to make Spider-Man. One visual effects production company per movie, one ad set per ad. If big movie studios are successfully running their movie campaigns like this, shouldn't you at least give the strategy or try? Success is often determined by how simple and efficient your processes. The simpler you can make it, the higher the chances for success. Can't wait to help you create that awesome blockbuster movie that will be loved by millions of people around the world, or at least loved by your target demographic. 10. 4 Step Customer Pathway Vid: There are literally hundreds of ways to run ads. Facebook knows this. That's why they give you so many options, hoping that you will run them all so that they can make more money off of you. You can run an ad for brand awareness, reach, traffic, engagement, app installs, video views, lead generations, messages, conversions, catalog sales and store traffic. You may be thinking, But June, that's just 11 ways. But hold on. Within each category, there are subcategories and sub sub categories. How are you selling a product or trying to get a lead, having a person in santa FE or a webinar, or a phone call, what kind of ads should you run when starting out? And we haven't even got into the targeting, that demographics, age range, gender, location, interests, device usage, budgets, and so on. As you can see, more options is not necessarily a good thing. It is overwhelming and parallelizing. And if you took a gamble and tried a few of the options and it didn't work, you will be discouraged and give up. Data is what I want to prevent from happening. Of the hundreds of paths that you could take. I wouldn't be a good Facebook ad coach if I didn't point out one path that I recommend you take right now, right? Just one path that has the highest chances of success that will help you build your business on Facebook ads for the long-term. That's why I created this course to show you the best and absolute easiest starting point for your Facebook ads journey. Okay, Enough, talking about the why, let's talk about the what. Here is the four-step customer pathway running ads broken down to its most simplest form. It doesn't get simpler than this. This is the path that your customers will take when they see your ad. We start with your ad, and the only goal of this ad is to get someone to click on it and nothing else. Once someone clicks the ad, they will land on your landing page. And the only goal of the landing page is the gesso one to obtain and nothing else. Once you figure out what you want to offer on your landing page for people to obtain. The visitor will update and Len on your thank you page in which the visitor will receive the item promised on your landing page, the lead magnet. So this is the four-step customer pathway. Add to lending page too. Thank You, page lead magnet. Since we know that's the path that we want our visitors to take once they see your ad, it makes sense that when we want to build our ad, we go in the reverse direction, right? In order to build an effective and profitable ad, we will reverse engineer the steps and start at the lead magnet, gradual lead magnet first, they're encourage your thank you page, followed by the landing page, and finally the ad itself. So what is the best lead magnet that you can correct that you can offer on your landing page to convince people to opt into your business, making them follow this path. The four most popular items offered on a landing page today are a free resource, a webinar, or an application for a personal phone call or the direct sale of your product or service. Do you know what I just did? I just listed the conversion rate of the updates into your business from the highest to the lowest, easiest to hardest. Offering a free resource, like a free e-book in exchange for someone's email address has the highest chance of success. Why? Because it takes a few seconds for the visitor to give you their e-mail and immediately get a lead magnet, giving them instant satisfaction. Offering a webinar or a free training in exchange for someone's email gets a little harder for someone to obtain. Why? Because I don't like YouTube. Facebook is a short form content platform. People on Facebook have short attention spans. Unless your webinar is very interesting or captivating, many won't show up, or they will sign up and now attend because they are just not in the mood to sit through your one hour presentation at that moment in time, offering an application to fill out for a personal phone call gets even harder for someone to obtain. Interestingly enough, this method of lead generation used to work well. One of my clients offers a marriage counseling service and she used to see a lot of things to her phone call applications from her Facebook ad campaigns. However, recently, her ad costs are increasing and she's getting less and less people obtain y. One reason is because people's attention span on Facebook is getting shorter and shorter. Some just don't want to fill out a long list of questionnaires to help them solve a problem that they were not even searching for at that moment. Another reason is because so many other marketers are using this phone call application strategy that people on Facebook are rising up. Most phone call meetings pitches customers on a consultation offer that is in the high ticket range, around 5 thousand to $10 thousand. No businesses these days, we're good on a personal phone call with you unless they plan to pitch you at least a couple thousand dollars of their service. That's why they make you fill out an application in the first place to qualify you and make sure you are serious. People these days are more familiar with this type of marketing strategy. They know you are probably going to charge them thousands of dollars to help them. And that's why less and less are opting in for phone calls. And finally, offering your products or services directly for sale on your landing page is the most difficult thing to do and offers the lowest conversions. I don't even have the assay. Why? Because you probably already know. In order to make a sale, people need to know like and trust you, simple as that, it's extremely hard to show up on someone's Facebook feed when they are not even searching for your products or service, convincing them to click and buy something. That is a sure way to waste a lot of ads spent before you make your first sale. Now, why did I spend all this time explaining these four items that you can offer on your landing page. I wanted to show you to prove to you that when you are starting out, you will have the highest chance of success if you choose the first option, giving away something for free in exchange for an email address. There's three reasons why we will be focusing on this strategy in this course. First is, it's the simplest thing to do. Creating a free resource should take you only one to three days max. You will be well on your way to creating and running your first add in just a few days. Second, giving a free resource is a great way to test the market to see if people actually want what you are offering. There is nothing worse than spending weeks creating the perfect webinar, only to find out that no one wants to attend. Or worse, the Facebook ad Cobb rejects your webinar because of compliance issues. And the third reason, the third reason is so powerful that I had to make a brand new episode for you. It's something that probably no one has told you before because it's what was separate the beginners who was making hundreds of dollars a week from a vans advertisers, who was making thousands to tens of thousands a week is the real secret to becoming successful with Facebook ads. The power of the Facebook pixel. 11. The Power of the Facebook Pixel Vid: You probably have seen people showing off their wealth and trying to sell you courses on how to make millions of dollars running Facebook ads. What is their secret? Once I tell you their secret, you will realize how their promises of getting rich quick with Facebook ads, Here's a scam. So what is their $1 million secret? The power of the Facebook pixel, which happens to be the third reason why are as strategy is to give a free resource exchange for someone's email address. The $1 million secret is actually a pretty simple. These successful marketers re-target visitors who have interacted with their business before reminding them to take action again. But that's no big deal. You already know this. These marketers also create lookalike audiences, people who are similar to the ones who have purchased from them before and target these new lookalike audiences with new adds, new products, which is a strategy that you probably also already know. But how is Facebook able to create lookalike audiences? How is their machine learning algorithm able to search through millions of people and pinpoint those who are most likely to purchase your products and show them your ads. The Facebook pixel, you see every time someone opsin to your business, it counts as a conversion. The pixel records that the more conversions you get, the stronger the pixel gets, and the better Facebook is at figuring out exactly what kinds of people are likely to convert, allowing them to make better educational guesses and show your ads to more of these people, giving you even more conversions and sales is simply becomes an unstoppable snowball effect. And that's what these successful marketers have achieved. Long story short, the people who are making millions running Facebook ads have through the years had so many conversions on their landing pages that their Facebook pixel is strong like kryptonite. That's the secret. A strong pixel allows you to target people who are most likely to buy from you. This pixel is so valuable that some marketers even make a living selling they're developed pixels to others. And people are willing to pay big money for them because it's filled with information on a particular customer purchasing behavior. It's like owning an email list of people eager to buy products just like yours. Yo probably be willing to pay a pretty penny for this list as well, right? But the problem is, it takes time to grow that pixel, for it to be strong enough for you to reap the rewards. That's why people who say that you can make tons of money running Facebook ads when you just started, are lying to you. They are able to make that kind of money because they are pixels are developed and experienced. But if you just start a Facebook advertising, your pixel is still a baby. It's new to the world and don't know who your ideal customers are. It grows through conversions. That's the main food source that the pixel eats to grow. Conversions. That's why if you start out running Facebook ads with the goal of sales, selling your products and services directly on your landing page, your conversions will be low, so low that it would not be enough for your pixel to grow. What's worse is your ad cost will also be high. Why? Because Facebook rewards ads that have high conversions and punishes ads that have low conversions. And it makes sense. Why would they want to show people and add that no one wants to click and convert. It will give people a poor user experience, and Facebook will not allow that to happen. So the goal is not to focus on making sales in the very beginning. Don't worry, I know you want to make sales and I will help you make sales, but we will do that with up-sell offers after the op things, after the lead conversions. We want to hit the ground running, proving to Facebook that people like your ad and are converting, that will really spearhead your ad account way pass your competitors. Making your ad costs lower, which gets more people to see your ad increasing more of your conversions. I can't repeat that enough. It's all about conversions. That's what the pixel goes on, and that's what Facebook goes on. And that's what we are going to go on and do for you right now. Create a free resource, create that lead magnet that would be so irresistible in making visitors convert, making your pixel stronger and stronger, exciting stuff, right? And I have just the perfect example to share with you, my own successful ad campaign, giving away a free e-book in exchange for someone's email address. Okay. Enough. Talking about the what Let's talk about the how you already know the path you want your visitors to take. Add to lending page too. Thank You page to lead magnet. In the next episode, we will start building your lead magnet so that people start opting into your business. Start converting, start strengthening your Facebook pixel. Cantor way to make your pixel strong, like kryptonite. See you in the next episode. 12. WEEK 2 - Beware The Facebook Ad Cop vid: I know you are eager to get your lead magnet curated so that you can start running ads. But I have to warn you about something. First. Beware the Facebook ad cop. This is a topic that I usually reserve until later in the course. However, when one of my students got his ad rejected by the ad Cobb, he wasted several days of his time creating a lead magnet that Facebook refused to promote. This is why you are watching this episode right now before you create your own lead magnet. After taking my YouTube ads course, one of my students was inspired by one of the ad examples he saw in the course. This was the example. Are you an unmarried men age 18 to 34? If that's you. This video is for you and specifically for you, how would you like to learn how to not only improve your business slash financial life and make more money. Did you see what happened? The advertiser said exactly who has ad was for unmarried men aged 18 to 34. And he even made a point to say that the ad was only for that kind of person. This was what my students also tried to do in his Facebook ad. He called out a certain demographic of people that his ad was created for. Guess what happened? The Facebook ad copy rejected it. Why? Because he broke the Facebook ad law, the law of personally identifiable practices. And as a consequence, he had to redo his ad and his landing page, causing him valuable time. I did something similar in the past, except for me, I wasted more than a week of my time creating a webinar, a landing page, and add sharing a secret that e-mail service providers don't want people to know about e-mail marketing. The Facebook ad copy rejected my addtwo because I broke an ad law that I didn't know existed. The law of the discriminatory practices has, you can see before you set out to create your lead magnet and your landing page. And your ad is imperative that you know the Facebook ad laws to not get caught. The truth is, YouTube ads are very lenient when it comes to what you can say in your ad and what you can get away with. Because YouTube considered themselves a search engine more than a social media platform. Facebook, however, is notorious for rejecting ads and even disabling ad accounts. Why? Because facebook considers themselves a global community and cares about the feelings of their users. They consider ads that tried to single out a certain demographic of people to be offensive and even careful and will not allow it. The Facebook ad copy is like the movie character Robocop. You know, the popular eighties movie about apartment part machine cop that patrol the streets, stopping crime. Even though he has some human characteristics, he is mainly a machine that follows a program which is like Facebook. It's an algorithm that automatically rejects ads based on certain parameters. Just like Robocop, who must follow his primary directives, the Facebook ad Cobb also must follow add laws of programming and we'll reject an ad if it detects the following. A personally identifiable add, a discriminatory add, a, get results quick, with little effort add, and an underground or insider's secret ad. Of course, this list is not only limited to these four types of sales messages, but these four are the main types that I came across that the add COP tend to flag down and reject a personally identifiable add. Is you calling out a certain demographic of individuals saying that your ad is for them? For example, attention men over 40, are you losing your hair? Try this new product that will help you grow your hair back? Or are you a woman in your 30s who still don't have a boyfriend and don't worry, there is no time check out our new dating app. The ad Cobb will likely reject your ad because calling out a certain type of person by their gender, their age, or anything personally identifiable may make people self-conscious and uncomfortable. A discriminatory add is if you bad mouth and individual or a company, either directly or indirectly to make a point. For example, my ad was rejected when I said, many entrepreneurs don't use email marketing. Why? Because they think it's too complicated. That is what email service providers want you to think. They make more money from us when we use all of their features. Don't do that. The ad cup will likely reject your ad because ads must not discriminate or encouraged discrimination against people on their quote, unquote, positive vibes only social media platform, or get results quick with little effort. Ad is exactly as it sounds, claiming that you have a solution to a problem that requires minimum work for maximum gain. Another example is when my dad was rejected when I said e-mail marketing has changed a bit. Here are three currents secrets that my students and I used to introduce co, traffic to our business while making sales within the first week of sending an e-mail. Even though the strategies that I share are not only true but proven by testimonials from not one but three of my students know the ad cup rejected it and flag my ad as multilevel marketing, stating that Facebook ads must not promote business models, offering quick compensation for little investment. And finally, an underground or insider's secret AD is when you are claiming to share knowledge or expertise from inside an established organization. This is a bit of a gray area. Sometimes my ads get rejected and sometimes it's approved. Like when I share secrets that I learned from working with you to headquarters to help people who want to learn how to grow a channel. Sometimes the ad cop feels that any insider knowledge is Shadi and cannot be exposed or promoted. But other times, the ad crop fields that it's okay depending on the specific secrets being shared. So it becomes literally a coin toss to when Facebook stops you or lets you pass. The solution to not being flagged or stopped by the add COP is to be aware of what it's looking for and to operate under the radar. I will of course, point out certain things that you can say your ads and certain things to be careful about when we build out our ad campaigns together in future episodes. But I wanted you to keep an eye out for the ad copy right now and be aware of what kinds of things will tip them off. Because understanding its programming, what it's looking for and what's not allowed will save you time, energy, and money when you start creating your lead magnet, your landing page and your ad. 13. Creating Your Lead magnet vid: It's time to create your lead magnet, the free, irresistible resource that will make people opt into your business and convert. You will be happy because you gotta lead. And Facebook will be happy because it just got a conversion which helps your Facebook pixel growth. Our four-step add curation journey starts with a lead magnet. And interesting enough, it is the least important of the four. Yes, you heard me right? The lead magnet will have the least amount of impact on your business. Which means it's the one step that you should spend the least amount of time creating. Which happens to be one of the biggest mistakes that people make when they are about to run ads. One most people do is spend a long time creating a super polished, beautiful, cool, catchy, entertaining, and any other adjective that you can think of to describe a good lead magnet spending weeks and even months on this is by far one of the worst things you can do for your business. Why is it the least important step in our business? You might not realize this, but no one cares about your lead magnet as much as you do. Here is the psychology of the customer most, and I do mean most people will download IT, spend a few minutes looking at it and then close it and forget about it. Some may even delete it on the spot. So if you spend too much time creating a perfect magnet, all that time will be wasted. Here's the key that many entrepreneurs miss. A lead magnets purpose is to get someone to obtain. That's it. If not a lot of people are exchanging their emails for it. Not because of the quality of the lead magnet, but of the topic of the lead magnet. People who don't opt into your business have no idea how good your lead magnet is yet, all they know is they are not interested in the topic in which you simply switch the topic, the angle, or the hook and quickly try again. Being able to quickly adapt to the market will determine your success when it comes down to running ads. In fact, you can judge a person's online business success rate by the speed in which he or she can crank out lead magnets of all shapes and sizes to attract potential customers. To make this endeavor super easy for you, I am going to give you two of my wording ideas to get you started, and three variations of what you can give away. If you want more help, there will be a bonus episode to help you. The next episode we'll give you a full 12 minutes explanation of all the highest converting lead magnets that the top marketers are using today. And I will even give you a PDF of the highest converting headlines used for lead magnets. I am giving you all this resource, not to give you more work to do, but to make sure that you are comfortable and you have absolutely no excuse as to where to start. Sounds good. Okay. Let me give you two of my wording ideas to start. This is a way for you to worry that the lead magnet where the ad, so that you stay under the radar of the Facebook ad copy. The first is how I achieved a certain result by or with a certain product or method. The second is a list of something that accomplishes something. And they both work well to keep you on the good side of the Facebook and cop because let's face it, they are not personally identifiable statements and don't discriminate or make unreasonable claims. Here are the three variations of items you can use with these two wordings, a PDF, a template, or a video. Let's try some examples. Xiaowei, how I use this PDF checklist to optimize my Instagram profile in 10 minutes. My e-mail marketing templates that helped me get 30 percent or more open rates every time I sent out a newsletter or get my short five minute video that explains how I got my cat who love me and now run away when I want to pet her. You see how this works by using words like me, my, or I. You can get away with claiming certain results and accomplishing 13 things. Because, hey, who is to say you did it? The second way of wording things is a list of something that accomplishes something. This PDF will show you 10 symbol exercises you can do at home to get rid of your love handles without going to a gym. Five templates you can use to start conversations with anyone. And B, the life of the party at your next social event or wash this three-part video series that will show you how to make money on YouTube without being part of the YouTube Partner Program. A list is a simple and quick way to increase the perceived value of your lead magnet, making people want to obtain an easily consume it, as long as it ties in with the idea you have for your Facebook ad, you should be able to pass the ad cop with no problems. And that's the true secret of creating a good lead magnet for Facebook ads. Create the magnet with the ad in mind so that there won't be any surprises once your ad is ready to be reviewed. Please don't invest any time on a lead magnet if it's not going to work for the ad, because at the end of the day, the AD curve will have to okay, your ad before people would even know your lead magnet exist. Okay? If you want more examples, continue to the next episode. It's taken directly from my e-mail marketing course. And we'll show you all the lead magnets used by the top of marketers today. See you in the next episode. 14. Bonus - Highest Converting Lead Magnet Ideas: It's time to power. This episode is filled with tons of lead magnet examples that are currently converting the best. Once you've finished watching this episode, you will also receive a PDF of the highest converting headlines use in online marketing today. Use it to start brainstorming new lead magnets and new blog post ideas. Now that you know how long it takes to build a lead magnet. And you know that it needs to be simple, specific, and quick. It's time to give you some good examples. Hold onto your seats because I am going to show you tons of examples. The highest converting lead magnets belonging one of these six categories, case studies, answers to questions. She cheats, guys and reports, quizzes and surveys, and free trial. The current, the most popular lead magnet is a case study. It's where you make a five-minute video explaining how you helped one of your students or clients with a specific problem. It's basically offering a specific result. For example, instead of trying to convince someone to download my 200 pages e-book, which is ridiculous. I now have a video case study titled How I help Ellie get a sponsorship deal with less than 2000 followers. I basically spend five minutes talking about how I help one of my students get sponsored on Instagram. This is a great magnet because it's simple. It talks about sponsorship deals. It's specific. It only talks about sponsorship deals done on Instagram. And it's quick, it only takes five minutes to watch this video. Anyone who gives me their e-mail exchange for viewing this video is interested in getting sponsored on Instagram. This allows me to tailor my sales message and send them relevant emails later on. A real estate expert use his case study to get people to opt into his list. He talked about how he helped one of his clients take better real estate pictures that eventually got more people to show up for Open House. Although videos are a great way to present case studies as they connect with your customers. You don't have to do just videos like this example. A Facebook ads expert didn't have any clients yet. So what did he do? He created this lead magnet Titled case study. This simple strategy improved my Facebook advertising by 400 percent in just four weeks. And when you give them your email, he sends you a link to his private article where he spent six pages sharing what he did in those four weeks. Case studies are very effective in getting up things because it is results oriented and yet not many people are using them as lead magnets. The second highest converting lead magnet idea is also something that many don't use. And it's a shame because it's so simple, so simple that it takes literally three minutes decorate now three months, and that is to answer one of your customers biggest questions. You probably heard of this one. If not, it's about time. One of the most famous lead magnets ever created took three minutes the right, and look like this. Doesn't look like much, right? But guess what? So many people opting to see this, which launched a dating course and later a dating empire called double your dating.com. This is the landing page, is titled how to tell if a woman is ready for your kids and how to avoid rejection. It's calling out to a specific demographic of men who wants to know if the girl they are on a date with wants to be kissed. If you up into the list, it's very likely that you want dating advice. And when people obtain they see this. And just for fun, I will read it to you. The lead magnets states, if I had been talking to this girl and I want to know if she's ready to be kissed. I'll reach over and touch your hair while we're talking and make a comment about it. I'll say something like your hair looks so soft and just touch the tops of it. If she smiles and likes this, I'll reach back over and start stroking it again. But this time, I also glance down at her lips and backup to her eyes a couple of times. If she lets me keep touching her hair, I'll know she's ready to be kissed there. That's how powerful a good lead magnet can be. Only two paragraphs. And yet, if you opt into it, you will have gotten value from it and you will want more info. Another good example in answering your customer's question is Neil Patel.com. If you want to learn how to get more traffic to your landing page and you land on his landing page, you will see this. It reads, do you want more traffic? And ask you for your website domain name? And once you click Search and let his system run after a while, you will see this, which is if you want to know more about your website into your name and e-mail and he will email the recent report to you. If you truly understand your customer, you will know what kinds of questions they are asking. And if you can answer just one of them, very well, they will be willing to opting to hear your answer. The third highest converting lead magnet idea is cheat sheets. This is the one that you see the most often because it's super popular. People want shortcuts, the fastest way to do something, and that's what these lead magnets offer. A specific shortcut. The key was used here are cheatsheet, checklists, scripts, templates, examples, toolkits, and swipe files. Examples include fat loss, cheatsheet 10 fat loss strategies to boost metabolism and burn fat. Download your complimentary blog, writing chichi, the ultimate checklists for productive meetings gets simple tips for better meetings. D3, simple script writing templates I use to create world-class videos for companies like AAA and 23 ME. Grab eight free, fully customizable Pinterest templates. Free download the Facebook ad template library, just copy and paste 50 Facebook ad examples. We actually clicked Explore 50 stellar Facebook ad examples from unicef, G2, Crowd, Hulu and more. The automate YouTube SEO toolkit, proven strategies to help you get more views and subscribers in 2019, my instance, swipe file, right, hot sales letters that sell like crazy in no time flat. A cheat sheet is easy to make and sounds attractive, but you want to know the truth. The truth is, is very unlikely. People who download your cheatsheet will become successful. That's because a cheatsheet is only a tool, is still requires you to teach them how to use the tools. And that's why your subscribers will be more open to the idea of you offering the teach him how to use your tissue sheets Later on when they get your emails. The fourth, a lead magnet idea is guys or reports. This is like receiving an article about the latest trends in your niche. Your customers will feel up to speed with current events after reading your guide or reports, the keywords use here are reports, guides, tutorials, spreadsheets, recipes, training, and challenges. Examples include download your free special report, five things you need to know about travel nursing. You will want to have a handy before you ever talk to a travel and nursing agency. The irresistible consultants guide to winning clients, six steps to unlimited clients and financial freedom. Seven steps to creating, promoting, and profiting from online courses. Download our tutorial. Stop losing sleep over your expenses. Download your free budget spreadsheet or organic best recipes of delicious organic deserts, time-saving cooking tips that are ready in five minutes. The Definitive Guide to SEO in 2020, proven strategies to help you get higher rankings in 2020. Learn how to get anything you want in this fantastic and free audio training, you'll learn three simple strategies that will give you courage and confidence to create a business and life you love. And finally, we challenge you to drink one green smoothie a day for 30 days, 30 days to a healthier. You get weekly emails with the recipes, shopping lists, and tips to help you say yes to your health and become a part of the green smoothie tribe. The fifth lead magnet idea is quizzes and surveys. These work well for coaching or consultation services are paintings. By answering a few questions with predetermined answers, your visitors will feel like they are getting custom help from you and interactive experience. But in truth, we know that all questions lead to only one outcome. Then giving you their email address. Examples include thinking about starting your own business. This free quiz can help you make the right choice. Discover your entrepreneur type today. Do you know your earning potential? Take my earning potential quiz and get a custom report based on your unique strengths and discover how to start making extra money in as little as an hour. What type of clutter or are you what does your clutter say about you? Take our quiz now to find out whether you are behind a closed door cutter or a sentimental cleverer or something else, starts saving with a better car insurance policy, just enter your zip code and your e-mail and get a quote from us. And finally, click funnels gives you everything you need to market, sell, and deliver your products and services online. Take the short quiz to find out which funnel will work the best for your specific business. And finally, the sixth and last highest converting lead magnet idea is free trials. This works best if you are launching a software, the best way to get people to opting is to offer a free trial and let them test the system before they pay for the full version or continued access. Examples include the best CO2 in the world. Just got better into your information and take it for a test. Drive free of charge. Satisfy your enemy craving. Try high dives, new 14 day free trial, and watch episodes for free, securely share, sync and collaborate. Dropbox Business is the secure file sharing and storage solution that employees love and IT admins trust, try a free and vitally office snack delivery. Delicious, healthy snacks for awesome offices. Request your free snacks sample box now. Okay, enough for me showing you how others are building their lists daily. Now is the time for you to take action, instead of me giving you more examples. I think the best way for you to start creating your lead magnet is to start thinking of some headlines. These would be the hook that make your content fresh, powerful, irresistible, and most important of all, relevant to your potential customers. Download the highest converting headline ideas and start using these ideas to create your lead magnet. Here are the action items in this episode. Whether you are creating a text, audio, or video lead magnet, your homework is to set aside three days max to create it. They want research and gathered the information you need day to organize and put the information together. And day three, Polish and package the information. Every lead magnet you create needs to be simple, specific, and quick. It needs to solve one problem in a specific way, and it needs to be easily consumable. Download the highest converting headline ideas, and start using these ideas to create your lead magnet. Don't forget, creating the lead magnet should be quick. So I will see you back in three days. Good luck and have fun. 15. Creating Your Thank you Page vid: It's time to create your thank you page. This is the page that people will see immediately after opting into your business, immediately after giving you their email address, some advertisers take this page for granted because they think I already got what I wanted from the visitor. I got their email. So I'm just going to say thank you and that's it. There are two purposes for the thank you page. First is so that Facebook can track conversions. A person who lands on the thank you page has converted into your business and that is recorded into the Facebook pixel. The second purpose is to take this time to build a little relationship. A stranger just made their first investment into your business and you still have their attention. Don't want a wasted. We want to let the visitor know three things. One, the lead magnet is on its way to their inbox to expect more emails from us in the future. And three, find us on social media and connect with us their symbol, right? Okay, let me show you an example from one of my thank you pages, giving away a free Instagram profits e-book. In our course, I will be building my webpages with a click funnel software. If you are using another website builder, that's totally fine. The concepts remain the same. You can see this is one of my funnels and there are only two pages because that's the only two pages we need a build right now. A landing page and a thank you page. I'm going to click on the thank you page and show you what it looks like. And that's it. Super simple. But don't take this super simple page for granted. There's a bit of copyrighting psychology sprinkle on this page. Here. Let me show you what I mean. We start with the bow text congrats. Since this is a Thank You page, it makes sense that we say thank you for downloading our lead magnet, right? Well, if we just said thank you, That's like us thanking the person, appreciating the person for taking the time to take us up on our offer. Know we are going to be clever. It's better to shift the dynamic to them, appreciating the opportunity to receive our generous gift. So how do we do that? We say congratulations. By using the word congrats, that dynamic shifts. Instead of thanking them for the download, we are applauding them for making the right choice and taking us up on our offer. You see how powerful this mindset shift is. It changes the customer and seller relationship and gives you more power in the relationship. Okay, Let's continue. Right below the big congrats. You want to let the visitor know that the free resource is on as a way to their inbox. And if they don't see it, they should check their spam box. Right below that, we put the picture of the lead magnets so that they'll know what they are getting. Now comes my favorite part of the thank you page, teasing the visitor of more goodies yet to come. Why do we want to get people's email address so that we can email them later and offered them our products and services for sale. But that only works if they pay attention to our emails and actually open them, right? We get them to pay attention by telling them to keep an eye out for our value emails, you have plenty of goodies to share with them, including other helpful resources. This is the desktop view, so you can't clearly see the psychological trick being played here. But if I switch to the mobile view, you will see the lead magnet that they are putting forward and another book. The visitor will be thinking, what the hell, There's another book. Or you're going to give me that too. I want that too. And that's when they see the texts. Keep an eye out. For my value emails. This is a great way to tease your new email subscribers to pay attention to your e-mails. Lastly, we want to increase our influence over this visitor by asking them to follow us on one just one of our social media accounts. Do not give them a list of your accounts to follow. They just met you and they won't do that. Just ask them to follow one of your social media accounts, give them a benefit for doing so. For example, I say click below and find me on Instagram. I will help you asking people to also connect with you on your social media. We're allowed them to get to know you better and faster as a person and a brand. What we are doing is to speed up our relationship with this person and worm this visitor up so that he or she quickly goes from a stranger to a follower, to a fan, and to a customer. And that's the thank you page. Let's continue onwards and build your landing page, which as you will soon see, is even easier and simpler than your thank you page. 16. Creating Your Landing Page Vid: Congratulations, you are ready to create your landing page. That is awesome, and I have a treat for you. Creating your landing page is one of the easiest thing to do. It's supposed to be so easy that if you try to do too much or spend more time than you should on it, it will actually hurt you. Sounds kind of weird, right? You probably don't believe me. So here, let me prove it to you. The next time you see an ad on Facebook, click on it. If the advertiser is trying to collect an e-mail address, you'll notice that they're landing page is super simple. Not much is going on. There's a headline of the benefit of the lead magnet. Here's a visual of what you are going to get an a button to get it. That's it. Find another ad on Facebook, click on it. Once again, the benefit headline, the visual free resource and a button to get it. That's it. Maybe it's a coincidence. It can't be that easy, right? Okay. Here's another example. Find an ad, click on it. You'll see home men, this advertiser didn't even bother to give you a visual. It's just the benefit. And click here to get it. That's it. And we can do this literally all day long. Benefit. Click here to get it. That's it. You might not know this, but the examples that I just showed you are from some of the most successful online marketers today. Why did they make their landing pages super-simple? Because they understand the unwritten landing page law. Which is the simpler, the better. And they know that if they made it confusing or complicated in any way, a visitor who lands on the page will back out and not convert and as a consequence, their ad cost will increase. Here's a secret about landing pages. The landing page determines the cost of your ads. Do you remember when I said that if you spend too much time on making your landing page perfect, there, it will actually hurt you. This is what I mean. The more things you add on your landing page, the harder it is for someone to obtain. And if they don't opting, Facebook keeps track of this. That's right. Facebook not only keeps track of the clicks that got people on the page, but also the conversion rate on the page. If your conversion is low, let's say 5% or less, facebook will think your page is not giving people what you promised in your ad. That means your ad is also bad. And what do Facebook do with bad ads? They charge you more to run it. Here's my landing page example, the benefit of my lead magnet e-book, five unique ways to make money from Instagram today. The visual of what the e-book looks like and the button that you press to get it. Now, you don't have to do this. But I also put some with a sequence that people will learn if they download the book along with a visual of what the inside of the book looks like. And the second button to get the book, and that's it. The last thing you need on your landing page is a place where you can link to your privacy policy page, Terms and Conditions page, and a contact us page. This is pretty standard when it comes down to running pay traffic. You must have these pages, website for legal reasons, it will fulfill Facebooks and landing page compliance laws. And once again, keep the Facebook ad copy of your back. If you are not a lawyer and don't know how to write a privacy policy for your business. Don't worry, I am not a lawyer either. You can simply go onto Google and typing the keyword privacy policy template or terms and conditions template. And you should be able to download some templates that you can copy and paste onto your website. And lastly, have a contact us page where you offer a way for your customer to contact you. If they have any questions. For me, I simply refer them to my Instagram page where I answered most of my messages anyways. Okay, great. Just make sure that your landing page is simple and straightforward. Ideally, it should take about three seconds. Yes, that's right. Three seconds after landing on your page for a visitor to know what to do. If it takes longer to figure out what to do, you are doing too much on your page and it will cost you a conversion opportunity. 17. Create Photo Carousel or Video Ad vid: You are finally ready to correct your add a height. I'm so happy for you. And I mean that because creating ads is the furnace part about running ads, it's where you get a chance to be creative and use every single trick in the book to get people's attention and interested in your products and services. The question that I get the most at this stage of our journey is this photo, carousel or video. Should you create a photo, add a Carousel ad or a video ad? Well, if you would hire me as a consultant for your business, I can tell you straight off the bat that the only way to be sure is the test. But let's say you are on a tight budget and you really can't afford any mistakes, time for testing in that case, here are the statistics that you need to know. Photos are the simplest, easiest, and fastest way to get an ad up and running. Quickly captures attention, but needs good copywriting to get the click. Carousel takes longer to make a host attention due to people's desire to swipe through content, telling a story, but still needs a compelling reason to click. Video takes the longest to make, may be slower to capture our attention on someone's feed, but the click-through rate, the CTR increases the longer someone watches your video. So what does all this mean? Means if you just started Facebook advertising, my advice is start with a single photo. Add first, get a hang of running ads on the Facebook platform and get a hang of the performance you are receiving, then you'll know what to expect and can upgrade to carousel and video ads. The reason for my advice is simple. You are not always rewarded by the amount of time and effort you put into creating an ad. Just because you spend a whole weekend creating a two-minute video does not mean people will engage and click on your ad. More. Especially when what we're doing is giving away a lead magnet first, you shouldn't spend too much time creating an ad. Your job is to get an ad, writing asap, see how well it does, and then adapt to the market. So let's get straight to the point and let me show you what I have prepared for you. I will spend the rest of this episode briefly going over, when would you need to create a carousel or a video ad and give you some of the most prominent examples of what's possible with those ads. Then in the next episode, we will switch our focus back to single photo ads and discuss the most successful ad designs that's getting the most retention time on Facebook. And we will finish off our ad creation process with another episode that will walk you through add copywriting to give your viewers that extra push to click on your ad and Len on your landing page. With that said, let's talk about carousel ads. These ads work best if you want to present multiple products or features of your business. And that's why I recommend mastering single photo add first before tackling multiple photo ads. These four methods are the most popular in getting people to stop from scrolling and pay attention. One method is to ask the question with the first photo and answer the question with subsequent photos, like this plant decoration service, they start with a question, need a plan for your space. And then each photo afterwards is different plans that they offer and which room you can place them in. They even tell you how much the plan will cost. Carousel ads work best if they are showcasing similar products for sale. The Everlane brand sells different clothing items on their website, but in their Facebook ads, they focus on only one type, like this DynaMed that showcases the variety of stretch denim in the collection. The third method is to start with a dynamic photo of your product or service in action, and then follow up with a catalog shot of the item by itself. This psychologically makes the viewer want to scroll through your list of photos to see before and after scenarios, which is very pleasing to the eye. Speaking of psychological tricks to get people to stop and look. This fourth method works like a charm. It's what I call the carousel linked ads, where each photo bleeds and links to the next one, giving it a continuous storytelling like feel to your ads. You can see it done here that encourages people to visit Las Vegas after the pandemic. And another ad that encourages you to scroll through the entire line of designer shoes. If you see this pop out on your feed, you can't help a tap your fingers to see the rest of the photos. Once you get really good at creating carousel ads, you can do a Porsche, the sports car brand did, which is to make several engaging video clips and put them in your carousel. This creates a dynamic and energy packed add that really brings your products and services to life, helping people to remember your brand. However, like I said before, creating a carousel, it takes a bit of time. And because Facebook allows you to create a separate headline, a separate description, and a separate URL for each of the photos you upload. This is something that I don't recommend until you have mastered the single photo add. Now, let's talk about video ads. At this stage of our Facebook ads journey, you will make a video for two reasons. One, it demonstrates your product and 2, it builds authority and trust with you directly speaking to the viewer. If your products or services requires a demonstration, a video, or show that better than a photo. Like this. Add about a food delivery service. They show you all the items you get in the package and what the final result will look like, making their meals very appealing. Here's another ad of a social media editing app. This ad demonstrates how quickly you can find a template in the library and how easy it is to edit your photos and videos using their app. Another example is this furniture or rental service. Instead of showing you a static photo of their furniture, they demonstrate their most popular line of furniture, how they will look in your home, and how much each piece is. Animated short videos are also a great way to make your brand fun, active, and memorable to code traffic like this, add convincing you to learn a new language. Or this ad convincing you to try their new sunblock. Notice how the item moves through each box. It is a nice way to capture someone's attention and make their eyes follow the product around the video. Lastly, the second reason why you will create a video ad is to build trust and authority with a talking head. Like this, add about a skin care product. It's just a person sincerely talking to the camera about their business. However, keep in mind that attention span of people on Facebook is short. That's why if you ever decide to make a video ad, your video should be no more than one minute long. Just like a native video post on Instagram, the max you can upload is 60 seconds. Otherwise it turns into IGTV. Actually, even 60 seconds is pushing it. Guess what is the average wash time of a video on Facebook? Guess ten seconds. Even Google tells you to keep your video ads short. I consider video adds a lot of work and should not be attempted by a new advertiser in the beginning. Because in addition to creating the video, you also need to do subtitles, you know, captions. Because by default, videos on Facebook are muted when they show up on someone's feed. You need captions so that people will know right away what your video is about. If and when you are ready to create video ads, my suggestion is to not create the captions yourself. It is just not worth your time to write out each and every word said in your ad. You can simply go to rev.com and pay someone to either transcribe your video or add captions from your video. And at the current rate of $1.25 per minute, it is quite affordable. Here's another bonus for you if you are interested in creating a video ad, but don't know what to say. You can use my add a template. This template is taken directly from my YouTube ads course, and we'll show you two ways to script your video ads. Both are calculated to be exactly one minute long, which is perfect for your Facebook video ad. As you can see, creating carousel and video ads can get quite involved. This is why if you are just starting out, I suggest trying a single photo add first to get a hang of running ads on the Facebook platform and then upgrade to carousel and video ads once you have an idea of what to expect. So let's continue to make this Facebook ads journey Super easy for you. In the next episode, I will switch our focus back to single photo ads and discuss the most successful ad designs that's getting the most retention time on Facebook. 18. MAKE THEM PAUSE Ad Visual Design Secrets vid: We only have two goals when creating Facebook ads. Make them pause and make them click. In this episode, we will talk about how to make people pause just by your ad design alone. I will show you seven of the most popular secrets that the top marketers on Facebook are using to get people to pause. Millions of people are scrolling through their Facebook feeds that daily interacting with their friends and family, we as advertisers, have to jump out of nowhere, captured the attention low enough to deliver our message. How can we make them pause what they are doing and pay attention to us by using these seven secrets. Let's start with the first ad design secret, using a face. Where are we running our ads? On Facebook? So what's the most attention grabbing element on Facebook? Faces, pun intended, people connect with faces the most. That's why when they are scrolling through their feeds, an image that has a face on it will get immediate attention. You do this too, don't you? If a face show up on your feed, you will take at least a second and wonder if this person is a friend or acquaintance. During the second of trying to figure out if they know the person that text in the image or the copy in the ad will make you start to care about the product or service being promoted. So whenever you can try using faces, especially a single face looking directly at the camera, at the viewer. Because let's face it. We can't ignore a face that's looking straight at us. It will make us pause if just for a second. The second design secret is, of course, the obvious use of bright colors, flashy, high contrast colors that just jumped out of the page. Don't be afraid to experiment with bright yellow, orange, green, or pink colors, even if they are not your brand colors, especially if your business is now well-known yet, this is just an add. Your job is to get attention. Staying only true to your brand colors will limit your reach. If you are having a hard time deciding on a color, then choose blue. There has been a growing use of the color blue on Facebook. One reason is because the color blue is the symbol of trust and confidence. It tends to stir that kind of emotion in people. And it also happens to be the brand color of Facebook. If you use a blue ad on Facebook, it was psychologically make you appear just a bit more official, almost as if you are affiliated with Facebook in some way. The third I design secret is one of my favorite, and it's also something that many take for granted. Take a look at these two images which went grabs your attention more. Yes, I know they are the same image, but which one is a little clearer in what they are offering. Now, if I put these images into your busy and crowded Facebook feed, which one are you more likely to click on? This one that draws your attention and looks a little less spammy. Why? Because of the power of negative space, I intentionally showed you a feed that is messy with tons of flashy yellow colored images so that the bright yellow design in this ad does not have an advantage when the feed is so messy with each post screaming for attention, the one that has the most negative space will draw the eye is just a breath of fresh air and is now only clear. But you also know what it is. It looks like a free booklet that is being offered. The obvious tendency when designing an ad is to zooming on the subject and make everything larger. However, as you can see, the other ad, although larger, just looks complicated and spammy, we don't know what is being offered just by looking at it and, uh, confuse the viewer, will not stick around to find out. Here are some other examples of ads with quite a bit of negative space. Each of them made the conscious decision to make the item of interests just a tad smaller so that it is surrounded with a lot of space. And as a consequence, they look cleaner, simpler, and actually stands out more in a busy feed. Up next is the ad design secret of using minimal text. Now only does it create more negative space, but it's also doing something that only the most advanced designers understand, which is less, is more. Amateur designers add more texts on their image while professional designers remove texts. Because they understand that a text on an image is used for capturing attention only and not used for providing information. Here are some good examples of ads. They use minimal text. Canvas add reads. Pro design may simple. Hootsuite add reads, less rough, More diamond. And pipette babies add reads, so fresh, so clean. As you can see, the texts on these ads acts more like a catchy tagline then providing any serious inflammation. And another ad that says, find your thing. The text is a short and powerful statement of what the brand is about rather than the specific product being promoted. One of the Facebook ad laws used to be no more than 20 percent of your image can contain text. Although they have been a little bit more lenient on this rule recently, that doesn't mean you should go text-heavy in your ad. Just like a movie poster. Let the visual sell the product. The words. The fifth ad design secret is they use dynamic photos, photos of your product in action whenever possible. This is an old ad design strategy, but nevertheless works on Facebook ads as well. Which is to use a photo showing something in the middle of an action. If you were selling shoes instead of a still shot of your shoes in the closet, you can consider showing the shoe while it's being used while running in water. Or this ad about a hydrating cream. But just by putting a smear of lesion next to the spray bottle gives a sense of action and gives the bottle a bit more life than if it was just sitting there with a cap on. Here's three more of my favorite examples of dynamic ads. Starbucks new ad has the ingredients of what goes into their coffee laid out on the ground, all converging towards the center. Even though it's just a still photo, it looks like an explosion, right? There's an FAQ feel like they're new. Coffee is bursting with flavor. Here's Papa John's new Philly cheesesteak puppeteer ad. They totally could have just taken a boring picture of a stationary sandwich. But instead, they pulled it apart to show how much cheese it has. And the Heinz Ketchup showing the action of pressing into a large bottle to fill up that little cup. Even their ad copy reads. Pushing thick and rich Heinz Ketchup into tiny paper cups can be like squeezing a stress ball, which is more about promoting that the Spencer than the actual catch-up themselves. How men are those tog of coffee, pizza and catch up is getting me hungry. I gotta wrap this episode up so that I can use something. Okay, two more design Seeger's ago. The sixth ad design secret is to use animals in your visual. What captures more attention than phases of humans, faces of animals. This is a super psychology trick and I highly recommend you try it out at least once. Using animals is a sneaky psychological way to get people to immediately pause at what they are doing and stare at your ad. The key is to use a cue animal and relate it to your products or services like this ad that says, I was failing at network marketing until I watched this training, my weird niche funnel making 17 grant a day. Or this ad that says, tired of waiting for the perfect way to plan your editorial calendar air table works like a spreadsheet, but gives you the power of a database. You'll notice that these ads have absolutely nothing to do with animals. And yet they are using Q animals to capture people's attention long enough for them to read the copy. This is one of my favorite animal ads and promoting a digital magazine. The text reads, in the next life, even Bill Gates could come back as a llama. The time to enjoy your money is now this magazine about lamas. Of course not. But it sure made you stop and stare at this ad, right? So definitely give the strategy of using Q animals are trying. And lastly, the seventh ad design secret is a native ad. We have come full circle. What do I mean? Well, if the first secret is to use a person's face so that the viewer can wonder if they know the person. Then the seventh secret is the user image that is so native to the Facebook feed that it will make the viewer wonder if one of their friends posted it like this backpack add that looks homemade. The wine photo that was taken on a bed or this lady holding onto a quilt. Definitely nothing fancy going on. These types of native ads work so well because they are down to earth and so real and not promotional. What is a native ad? Is an ad that doesn't look like an ad. It is camouflage as a regular feed posts making people wonder which one of their friends posted it. This is one of the reasons why I don't recommend using stock photography in your image ads. They look fake and insincere a company hiding behind a product. I did a test. I ran 20 ads giving away the same free Instagram growth e-book. Guess which one did better? Behavior? Say enough, that one with my face did slightly better. I guess people felt it was more personal, more believable, that it's an actual person sharing their insulin knowledge rather than a faceless company. This ad just happened to be one of my highest performing lead generation ads and is the example we will be using when we build out our ad campaign. So I can't wait to show you this example in a future episode. And that's it. The seven most popular ad design secrets used by top Margaret today to get people to pause and look. Now that we have people's attention, let me show you how to get them to click the Add copywriting sequence. Episode is next. 19. MAKE THEM CLICK Ad Copywriting Secrets Vid: We only have two goals when creating Facebook ads. Make them pause and make them click. In this episode, we will talk about how to make people click on your ad with some copywriting secrets. As you know, copywriting is a huge topic and really deserves its own course. We will continue to come back to this topic and give you more strategies in the future. But right now, since time is of the essence, I want to get your ad up and running asap. I'm going to make it super easy for you and just show you what I recommend doing if this is your first time running ads on Facebook. For our very first ad, we want to be extra conservative. We want to immediately get on Facebook's good side and follow their rules. Because if you have never run Facebook ads before and your first ad is rejected by the alcohol, does not assign. They will keep an eye on you and monitor you closely. And we don't want that. We want everything to go smoothly for our first ad. Here's what we're gonna do. You already have an image ready for your ad. What we're gonna do right now is to help you fill out this section of your ad, the primary text, the headline, and the description. This might seem a lot of work and if you just started your advertising journey, you may not know what to say to convince people to click. Don't worry, I got your back. The biggest mistake in add copywriting is to try and get people to give you their email address. Self something in the ad. Though. The only goal of the ad is to get the click. After years of advertising and working with my clients and students, I can summarize Facebook ad copywriting into five simple steps. Visual attention, primary texts, attention, short story, attention, headline, attention, and CTA button attention. Well, lots of attention requirement, right? That's because that's the basic psychology of the viewer. When they see an ad, the visual first that gets their attention. And if it's interesting enough, they look at the first sentence of the primary text. And if that's interesting enough, they click the More button to read the rest of the copy, which is the short story. If that's interesting enough, they look at the headline. And if that's still interesting enough, they look at the CTA button and decide whether to click or not. That's basically what goes on in the minds of your viewer and how their eye moves from one to the other when they see your ad. So our job as advertisers is to keep things interesting enough so that viewers get through each of the five steps smoothly and quickly. Now let's put this five-step copywriting process into action. Do you remember when we were creating your lead magnet, I suggested that two of the best ways to work your magnet and have the ad copy get off your back was either with how I statement or a list of statement. Well, we will be using that strategy in our ad copy right now. I'll walk you through two of my own examples, giving away an Instagram profits e-book. Both have generated me hundreds of leads. So I know they work. The hell I add and the list of ad. Let's start with the how I add first when filling out your copy, I think of the primary texts as the actual headline of your ad. The first thing that a viewer will read if your image capture their attention. The first sentence of the primary texts should be short and sweet. It should be results oriented enough, interesting enough to make people want to click the See More link to, well, Seymour, it's a statement that makes someone interested in your niche, pause and want what you are claiming. For example, I used how I monetize my Instagram account in a weekend. Once I captured the attention, I continue to tell a little short story saying, you probably won't believe me, but I started with only 2 thousand followers. And I was surprised that companies actually wanted give me free stuff in exchange for a post. Years later, after helping thousands of students grow their influence and business with Instagram, I started to see a pattern. That's why I condense the five big profit strategies that day. And I are using inches wide and short e-book. Let me show you how to start monetizing your account, as well as how to optimize your profile for free. Download your copy right now, notice how the copy starts with how I monetize my Instagram account in a weekend. You probably won't believe me, but i, and then the sentence is cut off, making the viewer want to click the See More to read more. The second field that, that you had to fill out is what Facebook calls the headline. I think of this as the call to action tagline. Especially when the button to click your ad is right next to it. It's even more of a quick tagline, something tangible that convinces the viewer to take action. For me, I wrote five things I did to explode my business on IG. And finally, the description section is like a subheading under the headline. It's not necessary unless you have something really compelling. Something like limited supplies, 50 percent off or 24 hour sale can be used here. Otherwise, you can leave this section blank. If you do decide to write a description, make sure it's short because it will be cut off after one sentence. And that's it for the how I add. Now, let's move on to the list of ad. This ad example and copy is best used if you don't want to show your face or be personable. That's why instead of promoting you and your experiences to the viewer, you promote and focus on the product, in this case, the lead magnet. The first sentence of the primary texts is as straightforward as can be, is the title of the lead magnet. Five ways to profit from Instagram, followed by a short story, I wrote, my most successful students all use either one or more of these five simple strategies to grow their business on Instagram. Now, it's your turn. Let me help you instantly optimize your Instagram profile. Start monetizing your account. This is going to be one of the most fun e-books you have read, download your free coffee right now and let me help you right now. Once again, the copy as cutoff at precisely the right moment, that makes someone want to see more of the copy. The headline is a quick tagline that gets people excited about the offer. Generate traffic to your business fast. In this example, I also let the description blank because if the headline, the tagline is good enough, you won't need a subheading to make someone clicked the button. And that's it. Your ad copywriting is done. We will of course talk about all different kinds of ways to write copy in the future. But this is one of the best starting points to get your adds up and running. To review, a person looking at your ad will see your visual first, then the primary text. Then click to see more of the texts to read the short story, then the headline, and finally the CTA button. The first sentence of your primary texts is your actual headline. It is the result that you have achieved for yourself or the name of your lead magnet. Follow this up with a short story about how you came up with this lead magnet, or how does lead magnet will help people achieve what you are claiming? The headline is actually a tagline that makes someone click. Tagline should be action-oriented and tangible enough so that the viewers want to click that button next to it after reading the headline. And lastly, the description is optional and it should be used only if you have something that's compelling about you offer. Otherwise, you can leave it blank. Just keep in mind the goal of the ad is not to sell your product or guess someone's email address, or even describe the lead magnet in detail. The only goal of the ad is to create enough curiosity to get people to click. That's it. Get the click and your landing page will do the rest. 20. WEEK 3 - IOS 14 Update Vid: You have probably heard the news of the god awful iOS 14 update. And if you haven't, it's about time you heard the bad news, at least for me. Because advertisers everywhere are freaking out. Apple in their effort to increase the privacy of their users, came out with a prompt for their iOS 14 update. This is an example of what the prompt looks like. People using an iPhone may opt out of tracking from advertisers like us. And because most people don't want to be tracked and have ads follow them around the internet, most will opt out of tracking. That makes it harder for us advertisers to retarget customers once they have interacted with our Add. Now this is a huge, huge issue that Facebook ads is currently dealing with. In fact, ever since Apple in stated this update, I have been in contact with Facebook ads, working with their ads team and the Facebook business team to figure out what can be done about this problem after hundreds of emails back and forth, I can tell you this, please don't freak out. This is a problem that affects events. Facebook advertisers more than new advertisers. And I don't want you to overwork worry and become paranoid. At this stage of our journey, we will not be running retargeting ads yet. So don't worry. With that. Said, I wouldn't be a good ads coach unless I gave you more facts of what's going on. So you will become more knowledgeable about the situation we are in, right? Okay. What I'm about to share with you may be a bit scary and discouraging, but please once again, keeping in mind the situation is constantly changing and Facebook is doing their best to help us advertisers. Currently, when people go out into their ads manager just set up the ad campaigns, they may see yellow warning boxes like this that tells you your ad may not be delivered to people who opt out of tracking on iOS 14, 0.5 or later devices. On the sidebar, you may also see other notes from Facebook saying that the iOS 14, 0.5 and later devices may negatively affect your ad sets performance. After speaking with many different Facebook ads specialists currently working on this problem. Here is the information I gathered, the people who are most affected by this Apple update, our advertisers targeting customers who are using Apple iPhones. And advertisers targeting customers who installed app software from the Apple Store. Facebook also made a public statement, pages and pages of what the estimated impact would be for advertisers to save you hours and the trouble of reading their statement. Here is the overview. The impact is delayed reporting, partial reporting, or inaccurate reporting of tracking data. Which sounds very vague, right? Facebook is making these statements for legal reasons. They are basically putting everything in writing so that they don't get sued by different businesses. That's not getting the same results as they are used to. At this point you might be thinking, but June, you said in an earlier episode that the success of running ads depends on the information collected by the Facebook pixel. If the new Apple iOS update limits the amount of data that can be collected, doesn't that mean we are all screwed? What's the point of running Facebook ads anymore? Believe me, I totally understand where you may be thinking, especially because I have spent years growing my own pixels. I totally understand the implications that this update may have on all of your businesses while Facebook is working on this issue on their end, here is what you can do on your end to optimize the data that you collect with your pixel. First, once you correct your pixel, verify your domain. This wasn't necessary before, but highly recommended. Now, this will make the connection between your website and Facebook ads more official and reporting more accurate. Second, use one domain per pixel. This won't be a problem for us as we are running Facebook ads, the easy way, we will only be using one pixel to record data from one website. Third, currently we are limited to eight events per domain. And the event is an action that a visitor takes on your website, such as view landing page, opted in, view sales page purchased and etc. This will also not be a problem for us. We will be creating only two to three events for our pixel, which will be well below the limit. Fourth, prioritize your events, which is ranking the importance of your events from highest to lowest. Since we only have two to three events, this will be easy for us to do. And lastly, the fifth thing you can do on your end is if and when you are ready to do retargeting, do it within the 180 days period for increased accuracy of the data. The Facebook pixel currently holds the relevant data of action that visitors have taken on your website up to 180 days. This means if you want to re-target these visitors, it would be best to do that within the 180 days period for increased accuracy. Now, I know this list of things to do may seem complicated and confusing to you. Please don't be worried. I will walk you through what you need to do as we set up your pixel and campaigns step-by-step. One of the reasons why we won't be doing retargeting yet in this course is because Facebook is constantly making changes, daily changes, so much changes. In fact, that their dashboard, their interface is estimated to change by the time you see this episode. You see even Facebook themselves is telling people everywhere that they are gradually introducing different features to the Ads Manager. And some features may not be available to us right now. In other literature, they even state that they must make significant changes to web advertising workflows. If you want to learn more about the iOS update, I included several resources that you can read about. Some of the articles includes how the Apple iOS 14 release may affect your ads and reporting action to take for ads, ecosystem changes and how to improve as targeting suggestions from Facebook. Now, why did I spend all this time talking about this iOS update and perhaps give you a little scare and doubt about the Facebook ads platform. Isn't my goal to make this journey super-easy for you? Yes, it is. My goal is to still make things super easy for you, but I just wanted you to know about the present situation we are in so that you are prepared for what's to come through this ordeal. Don't forget, Facebook is more worried about this problem than we are because they understand how much money they stand to lose from this iOS update. This is another reason why I will be updating this course with new information as Facebook continues to update and adapt to this situation as well. So please stay tuned. In the meantime, let's continue our journey and let's set up our ad campaigns the easy way in the next couple of episodes. 21. BEST Facebook Pixel Plugin for Wordpress: It's time to set up your Facebook pixel. In this episode, I will show you the best Facebook pixel plugin for WordPress, and I will set it up with you step-by-step in less than ten minutes. I will show you four simple things you need to do to get your Facebook pixel up and running. I'm not going to waste a second of your time. Here are the four things we need to do. One, we need to go into your Facebook ads manager and create a Facebook Pixel. First two, we are going to go into your WordPress dashboard and install the best plugging for the Facebook pixel tracking 3, we are going to set up conversion events using the pixel plugging. And four, if you have a purchase page, we are going to give it a value so that Facebook knows how much your products are worth per conversion. Ready? Let's get started. Let's jump right in and start at step one, creating your Facebook pixel. We start at your Facebook Ads Manager dashboard. Click on the three lines and select Events. Manager. Click on the green plus button and click on Connect data sources. Select a web because we want to track traffic on our website. Hit Connect. Select the Facebook pixel, and hit Connect. Now it's time to give you a pixel, a name. A pixel should be named after the product or niche you are promoting. Since I'm promoting my easy Facebook ads course, I will call my pixel easy Facebook ads. Hit Continue. All right, we are finished with step one, simple and easy so far, right? Let's continue to step two, which is to install the best pixel plugging for your WordPress site. So open up your WordPress website right now, this is what my dashboard looks like. On the left-hand side, find and click on the plugins icon and select. Add new. Here is that $1000 secret? What do I think is the best pixel plugging in for what price? Well, you know, I like things that are simple and easy to use, right? So my choice is a plugin called the pixel caffeine. So typesetting, this is what it looks like. A blue cup of coffee. Cute. Click install. Now, after it's installed, hit Activate. Once activated, you will see this screen that welcomes you to the pixel caffeine. Click on the green button that says setup. Now. Now click on the blue button that you just can't miss. Facebook Connect. Pixel caffeine within request access to connect to your Facebook account. Press Continue. It's also requesting access to help you manage ads for your ad accounts. Press Continue. Now you'll be taken back to WordPress. Simply select the Add account you want to connect. And under that account, select a pixel that we just created together minus called Easy Facebook ads. So I will select that. Click apply when done, right, we are done with step two. We are halfway done a good job so far. For step three, we are going to set up conversion events in the pixel caffeine plugging so that a tracks activities on your website and give the information to Facebook ads. I'm happy to say that it's super simple and easy to do this. Just make sure you have your webpages ready. Here are my webpages. I have a landing page. This is the first page that a visitor will see when they land on your website. Once the visitor ops into your business by giving you their e-mail address in exchange for a lead magnet, for example, they will arrive on the second page, the thank you page. If you have something to sell, you can also create an upsell page. If someone purchases, they will arrive on the third page called the purchase page. That's it. Three pages. Landing page. Thank You. Page and purchase page. Now let's correct conversion events for them in our new pixel plugging in WordPress, back on WordPress in the pixel caffeine and plugging select the tab conversions and events. Let's set up our first striking event. Our first event will be called view the landing page because we want to track anyone who clicked our ad and arrived on our landing page. Leave the trigger on page visit. In the URL field. Select is exact. Then open up your landing page, copy that URL, and then paste it back in this box. In the event field, make sure it says viewed content because that is what someone did when they landed on your landing page, they viewed your content. Click Create tracking. You can see our first Tracking event is created viewed landing page. Okay, now let's create our second event, the lead event. So under name, typing, lead, under URL. Also select is exact. Open up your thank you page. Anyone who lands on this page will have become a lead. So copy the URL and then paste it back in this box. Under event, select, lead. Then hit Create tracking. If you have a purchase page, you can create your third event now. Otherwise you are done to create a third event is exactly the same process under name, call it purchased under URL. Select is exact. Open your purchase page. Copy the URL on the top of the page, and paste it in this box. Under event select, purchase. Then hit Create tracking, and we are now done with the third step. You can see we have the view landing page event a curated, the lead event curated, and the purchased event a graded. If you don't have a purchase page, then you are completely done. If you do have a purchase page and created a purchase event, there is something else we can do to let Facebook know how much our products are worth so that they can keep track of it. Which is the fourth and last step. Giving your events a value. Since we only make money when someone purchases our products and services, the only event we need to add value to is the purchase event. Under the purchase event, select the blue Edit icon. Click on past events data to turn it on undervalue, feeling how much your product is selling for. For me, I'm currently selling my product at $200, so I will put down to 100. Then select a unit of currency, which in most cases is the United States dollar. Select that and click Save. Congratulations, your Facebook pixel is setup for your WordPress website. See, I told you it was going to be simple and easy, right? Cool. 22. Easy Facebook Pixel Setup Vid: It's time to set up your Facebook pixel. I'm going to make this process quick and easy for you. So let's get straight to it. There are four things we need to do in order to have your pixel up and running, ready to record everything that happens on your website. First, we need to install a Chrome extension called the Pixel helper, which will allow us to see immediately if our pixel was installed correctly on each of our webpages. Second is the actual pixel setup process, and we are correct your pixel and give it an identity. Third, we will create two custom events. This will recall when a person lands on your landing page and when they opted into your business. Normally three steps is all we need and we will be able to call it a day and ended there. However, with the iOS 14 update, Facebook now highly recommends that we set a priority for our events, which will help with more accurate reporting and data collection. So we have to add step four, which is the prioritized the events that we have created in step three. So that's what we're gonna do today. Ready? The alright, let's get started. Open up Google and typing Pixel Helper. You will see the link that's called Facebook Pixel Helper. Click on it. You will then arrive at this page, download this Chrome extension and pin it to your taskbar. It will look like this at the top right-hand corner of your Chrome window. Just to show you how it works, I'm going to open up my click funnels account and open up my landing page. You will see that if I click on the extension is says that no pixel was found on this landing page. Well, that's because we haven't installed it yet. We are done with step 1. Let's go to step two, which is the curator pixel, and give it an identity. Open up your ads manager, click the All Tools icon and select Events Manager. At the left-hand side, click on the green plus button. Facebook will ask you what kind of data source you want to connect. We want to create a pixel that will track web traffic. So select Web and click Connect, select Facebook pixel and click Connect. Now, you can name your pixel, you can name it after your business or the niche of your product. I will just call mine IG profits. We can ignore the URL field and press Continue. Click on the button that says install code manually. Facebook will then provide us with the base code. This is the tracking code that will go on each and every page of your website. You can see Facebook tells you to paste the code into the bottom of the header section, just above the head tag. You can do that right now for your own webpages. For my example, I will show you how to install it onto your click funnels landing page. Click on the green copy code. Then open up the funnel that you want to install this code, go to the Settings tab and click on it. We will be pasting our Facebook pixel into the field that I says head tracking code. You can see the code is now pasted. Scroll to the bottom of the page and collect, save and update settings. Now, let's go back to the Events Manager and click Continue. Here, you are given the option to turn on automatic Events matching. This will allow Facebook to match people who lands on your website with their records. Turn this on the all the information that Facebook will try to record and match with info that they have on the viscera, which is great. Click Continue. Facebook will then ask you if you want to open the events is setup tool to install events directly onto your website. This is a little complicated to do. Closes window and we will set up your events and other way, that's easier. But before we do that, you see how it says that your pixel hasn't received any activities yet. Well, we need to open up your website once the give the pixel some activity, simply go back to your funnel and open up your landing page. Now go back to the Events Manager and refresh the page. You should see this page. This page signifies that your pixel is set up correctly. If you don't see this page, reload your landing page again and come back and refresh this page. Sometimes this process is instant. Other times it may take half an hour or so. So please be patient. Once you see this page, we are done with step 2, done with the pixel setup. For step 3, we need to create to custom events to record when a person lands on your landing page, view your content and when they upped it into your business, which is a lead. Let's do that right now. With your pixel selected, click on the green Create button at the top right-hand corner. Then select Create custom conversion. Let's create our first event, our first custom conversion. We will call this conversion viewed landing page. You will see that for the datasource, our pixel name is selected. Then click on a link, select your own category. Click on the drop-down and select viewed content because that is what a viewed landing page event is. Then open your landing page, grab the URL on top, copy it, and then come back and pasted in this field. Then click Create and hit, Done. Alright, our first conversion, the event is created. On to the second one. Click on the Create button again and select Create custom conversion. This will be called lead because someone has given you their e-mail address and landed on your thank you page. Click select your own category, scroll and find the lead category and selected. Then go back to your funnel and open up your thank you page. Grab the URL at the top and paste it back in the field. Help create and done. Now, let's see if our pixel was installed correctly on our pages. Shall we give it a minute or two and then open up your landing page. Remember we installed the Pixel Helper Chrome extension earlier. Refresh the page and click on the little pixel icon. And you'll see that a recognizes our IG profits pixel is installed. There is a page view and there's a viewed landing page data that we just created. Great. Now let's open our thank you page and check to see if our pixel was installed correctly on this page as well. Refresh this page and click on the little pencil icon. And you'll notice that there's a page view and a lead data to our awesome. If we go back to our Events Manager under the custom conversions, you'll see two conversions that we just created. The status reads inactive. Well, let's refresh this page. And while law both are active now, congrats, step three is done. Normally at this point we'll call it a day, go graphs on drinks and go party. But because of the iOS update, gosh darn it, Facebook highly recommends that you now set a priority of our events. This will help with more accurate reporting and data collection. So let's get that done right now. Click on Data Sources, scroll to the bottom and click on aggregated event measurement. And click on configure web events water to prioritize events. You do have the first verify your domain name with Facebook. To do that, click on manage domains. Click on the blue Add button. Then putting your domain name, facebook will then give you a metatag and asks you to copy it and put it in the head section of your website homepage. For example, include photos. You will open up your landing page in edit mode, click Settings, and select tracking code, and then paste the Meta tag into the header code section and hit save. Then go back to the business settings on Facebook and click Verify domain and your domain will be verified. Now we can finally prioritize our events. So go back to the data sources section of our events manager. Scroll down to the aggregated event measurement tab and click configure web events. Your domain should be displayed here. Click on it and select manage events. And click Edit. Now comes the easy and fun part. Click the green Add Event button. Select the name of your pixel. For me, it's called IG profits for the event name. Remember our first conversion, our first event name was called viewed content. Well, let's select it. Now let's add a second event. So click Add Event, select the pixel that this event belongs to. And under event name, find our second event, which is called lead and selected. This is what Facebook wants you to do, prioritize the event. Since a lead is more important than a view content, we simply grab the lead row and drag it to the top. Now, that is the highest priority, and we will be done in the future. When you add more events such as purchases, I'll show you an example. We will do the same thing. Add event, selected pixel it belongs to and select the purchase event and sends purchased is more important than at lead. You will in the future drag the purchase event to the top. But since we're just running a lead campaign right now, we only have two events to worry about. We are now officially done with setting up your Facebook pixel. Congratulations. When I first learned how to set everything up years ago, this process took me several days or learn, but we just did it in less than 10 minutes. Very cool indeed. Let's continue to the climax of our Facebook ad journey, setting up your campaigns. See you in the next episode. 23. Campaign Vs Ad Sets Vs Ads Review Vid: You have your image ready, you have your copywriting ready. You have all of your webpages ready. And now you are ready to run ads. If you haven't done the above yet, then what are you doing here? You need to have them done before we can start running ads. So go back to the previous episodes and have them done before you continue with this episode. But if you have already done all of the above, then you are ready and you are at the right place. We are about to set up your ad campaigns. But before we do that, let's do a review about Facebook ad campaign structure. So you are crystal clear what it is, what we are doing and why we are doing it this way. In one of the first episodes of this course, we talked about how running Facebook ads is like managing your very own movie studio. Just like a movie studio there hires one production company to make one film. We will have one campaign with one asset running 1AD. You already know this. What I wanted to do now is take a few minutes to explain exactly what we're doing at each level of the campaign structure. So that when you are setting up your ad campaigns, you'll know what is going on. Each step is four. This is actually what large companies pay advertising agencies for to help them run Facebook ads and explain to them the ADD process. So by the end of this quick video, you will be one step closer to running your own agency and charging companies to run ads for them. Okay, so here's what you need to know. We are at the Facebook ads manager and you see three tabs at the top, campaigns, assets and adds. That campaign is where it starts. It's the place where we choose the objectives for your ad. Most of the time, our objective will be for conversions. And Facebook will try to optimize the ad for leads and sales, which is what we are doing. The campaign is also where we were set up our budget. Although you can set up your budget at the Ad Set level, unless you are experiencing running Facebook ads, it can get complicated. So it's best to start your budget management at the campaign level first, in the second tab, we have the ad sets. This is the place where we will select the pixel that you have created and tell Facebook to track everything using that specific pixel. We will probably spend most of our time here because it's where we were set up the audience. We want the target, set the location, age range, gender, language, interest, behavior, and et cetera, of people who we want to see our egg. We will also set the placements here telling Facebook were on Facebook. We want our ads to be displayed, such as in the news feeds, in people's stories, in their messenger, and even on Instagram. And lastly, we have the third tab, which is the ad. This is where we will pick which Facebook page or AD will run from. Upload our photo carousel or video ad. Write a copy of our ad for the primary text, headline and description. And finally, input a landing page URL where we want people to land once they click our ad. As you can see, a lot of information is asked of us and a lot of information is needed to be managed by us once the add goes live. This is why we are doing the one to one to one ratio when starting out with Facebook ad, one campaign, one ad set, one AD. This will make things super easy for you as you get used to running ads on this platform and managing what's going on. Okay, with that said, let's go set up your ad campaign. I'll see you in the next episode. 24. Easy Ad Campaign Setup Vid: The moment we have been waiting for has finally arrived. It's time to set up your ad campaign. At this very moment, you should have two things ready to go. The image you will be using for the ad and the copywriting for what you are going to say in the primary texts, headline and description. Make sure to write your copy on a Word document first. That way, you can just copy and paste the text when the time comes. And it will also allow you the space out your sentences to make it easy for people to read. Doing this before you set up your campaign will save you a lot of time. We will break up the campaign setup process into three simple episodes. This episode, we show you how to set up your campaign. The next episode, we'll show you how to set up your ad set. And the episode after that, we'll show you how to set up your ad. Ready, Let's go. Setting up your campaign is super easy. We just need a set objective. Give it a name and a budget, and we won't be done. We start at the Ads Manager, which is our home, our command center. Let's click the green button that says correct. Even though there are so many objectives to choose from, the one that we care about the most when starting out is conversions. So select conversions, click the down arrow to expand this window. Now, we can name our campaign or ad set and add. The simplest way to name your campaign is with this nomenclature, the product name, the goal, the location, and the device we are targeting. So for my example, I will call it IG profits lead USA, mobile. We usually want to start with mobile device targeting first, because most people are using Facebook on their phones, this will ensure our first ad gets the most reach. Since we will have only one asset and one adding each of our campaigns, everyone gets the same name, simple and easy, right? So I'm gonna give the same name to our asset and add. Then click Continue. On the left-hand side, you can clearly see the ads hierarchy, campaign, ad set and add. If you ever need a jump between the three, you can click here to do it. We are currently at the campaign level. If your products or services are related to credit, employment, housing, or social issues, you can select a here. Otherwise we can skip this. We can leave everything as default. Scroll to the bottom of the page. And the last thing we will be doing in the campaign level is setting the budget. In the future. When we do events are targeting and run events, ads will be setting the budget at the Ad Set level. However, right now, you want to start your budget management at the campaign level. This will keep things super simple for you right now. Keep the daily budget selected and set your budget to $5 a day. This is a good amount to start. Our plan is to run this ad for three days, costing us a total of $15. And as you will soon see, all it takes is two to three days, five to $10 to know if your ad is a winner or loser. We can adapt to the situation accordingly. Click the Next button, and that's it. Simple right? Now, we are at the Ad Set level. Continue to the next episode and I'll help you set up your ad set. 25. Easy Ad Set Setup Vid: Welcome to the easy Ad Set setup of your campaign. In this episode, we will select your conversion event, help you find an audience you target, and tell Facebook where to place your ad. You are in for a treat today because I will share a super secret with you, a secret developed by my clients and I, who ran hundreds of Facebook ads to find the most optimum targeting strategy. We call this the three flavor ice cream. Targeting. It will help you quickly find your ideal audience and target them effectively, giving you higher quality leads. But I'm getting way ahead of myself. Let's start setting up your ad sets. So continuing where we left off from the last episode, we are now at the Ad Set level of your campaign. You can see our conversion event location is set to website traffic, which is what we want. You also see that the one pixel that we have created is displayed here. If not, you will have the opportunity to select it here. You may see a warning from Facebook telling you about how this event hasn't been prioritized for iOS 14 and your asset may be impacted. I don't want you to be worried about this right now because this is an ongoing issue that Facebook will continue to work on and they will make constant updates that will change the interface that you see here. What we can do right now to select a conversion event to improve the tracking ability of our pixel. So click on the X so that we can select our own event. Under active events, select lead because that's the conversion that we will be focusing on. Getting a lead. Continuing down, we can leave the dynamic creative and offer at the default setting, which is off. Since we already set a budget at the campaign level, we don't need to worry about the budget here at the Ad Set level. Let's move on to the next section, which is the audience section. This is where the fun begins. This is where we will find people to target. While we narrow our search, keep an eye on the top right corner of the screen. It will show you the potential reach, the audience size that we are targeting. The hell, before we do anything, I want to point something out to you. Remember how up to now we have left a lot of settings at a default level. Well, here is where Facebook sneaks in a default setting that will make you spend more money if you are not careful. Uncheck, detailed Targeting Expansion, this is an option that you would check if your target size is too small, checking this option will expand your audience size. However, we haven't even defined our audience yet. Facebook automatically checks this for you, hoping you will spend more money. Nope. So uncheck this right now. Okay, let's start defining our target audience. For our first ad, we will run it in the United States. So keep United States as your location. You can then select the age range and the gender that matches your ideal customer. For me, since I'm in the entrepreneur niche, I will select an age range between 25 and 55. In my experience, that's the age range where people are the most active in my niche. Now we have arrived at a detailed targeting section of our ad. And it is time for me to reveal that targeting secret developed by my clients. And I will call it the three flavor ice cream targeting strategy. You know what? Finding people to target is like building an ice cream cone. The best tasting cone has at least three flavors, layer on, three targeting options layered on. You already know that Facebook excels at interest targeting, targeting people based on their interest. That's the first flavor. But did you know that using interest targeting and only interest targeting is an amature way of running Facebook ads. Why? Because people's interests, the changes. What's your favorite superhero when growing up? Let's say you like Batman. If you'd like to official fanpage of Bandmann on Facebook years ago, facebook records that now years later you are all grown up, but Facebook still things you like Batman. Well, do you, do you still like Batman? Maybe, maybe not. Now that's a fun example. Here's a business example. Let's say during the pandemic, you lost your job and started searching for ways to make money online. How to start your own business. You've started to like different entrepreneurship pages on Facebook. And Facebook records all that down. Now that the pandemic and lockdown is over, you have gotten your jaw back and maybe even promoted. Here is the $1 million question. Are you still interested in entrepreneurship? Probably not, because you are now more focused on your new employment are your job. But Facebook still thinks you are interested and will continue to show you ads related to entrepreneurship and people targeting you based on your past entrepreneurship interest, would be wasting their money. The problem with targeting people completely based on their interests is that interests changes. Now do you want to know what is interesting? What is something that doesn't change or doesn't change that easily? Behavior, behavior is like a habit. Once you have it, you are unlikely to change it. Behavior is our second flavor of ice cream, because it's so powerful, it will allow us to filter out people who are not as sincere in their interests. For example, I bet most people are interested in entrepreneurship. I mean, who isn't interested in being your own boss and owning their own business, right? But have these people done anything about this interests that they are claiming to have? What is one behavior that they should have taken to prove that they are indeed sincere about entrepreneurship. Owning their own business. People who are sincerely interested in entrepreneurship would have taken the steps to start their own business. And it just so happens. Facebook allows us to target people who mark themselves as a small business owner. So the second flavor of ice cream that we are adding on to our cone is behavior, something that your ideal customer should have done to prove they are indeed interested in the niche that they are claiming. Once we have interest targeting and behavioral targeting layered on our cone, the third flavor, the third targeting to wrap everything up is demographics. I actually came up with this strategy with one of my clients who sells high ticket products. He noticed that whenever he run ads, he gets a lot of leads, but very few people actually buys from him. So I advise him to target people who could actually afford his high ticket prices. So he searched through the different targeting on Facebook and found that you can target people based on their income level. Once he started to target the top 10% income earners by zip code, his sales increased because now he was marketing to people who were not only interested in his niche, proven their interests by a behavior and also had the money to spend. That is what the three flavor ice cream targeting is all about. Start with an interest layer on top of it, a behavior that proves the sincerity of the interest, and then add an income level requirement as a cherry on top. Let me show you how this works. For my example, since I'm giving away an Instagram profits e-book, I start with people who have an interest in Instagram. You can see that we start with the target size of 160 million people. As soon as I put in the Instagram interests, the target size narrow down to 48 million. Let's click on narrow audience and now select a behavior. Since I'm targeting people using Instagram to specifically grow their business, a behavior I want to target is small business owners. And you can see as soon as I put this behavior down, the target size goes from 40 million to 1.4 million people. And finally, I want to target people who actually have money to spend. So I will click on narrow further and typing income. Now, I don't want to be too picky. So I would target people whose income level is between top 25 to top 50 percent. You can see as soon as I selected, my target size drops down to 280 thousand people. When starting out, you want to aim for a potential reach of around 500000 people. This will be enough people now too broad and not too narrow. If you go too narrow, you risk you as now running or Facebook charging you a premium rate for ads spent because it's too targeted. So 500 K should be about right? One thing you can do to adjust the targeting size is remembered this detailed Targeting expansion that we unchecked earlier. Well, we can play around with this and experimented to see how it will increase our reach. So if I click on it, you can see that the size increases to 780 k people, which is closer to our 500 K size that we are aiming for. Moving on, we wanna make sure that the language we are targeting is the language in your ad copy. In my case, it is English, the US version. And just by doing that, selecting English, our target size drops down by another 10 K, which is great. Lastly, let's set up your placements telling Facebook where you want your ad to be displayed. Because Facebook wants to make as much money off of you as they can. They are default setting is automatic placements and they tell you that it is recommended. Nope. We don't want to go fancy and show our ads everywhere. In the beginning, we want to keep things super simple and get the most bang for our buck. We don't even know if this is a successful ad or not. So why are we showing it everywhere? So instead of automatic placements, select Manual placements under Devices. Click Edit. Notice how Facebook recommends showing your ads on both mobile and desktop. Well, the behavior of users are completely different on each platform. It makes absolutely no sense for us to bundle everything up. Since this campaign is targeting mobile users only, Let's uncheck desktop. Under platforms, uncheck everything that's not Facebook. So uncheck Instagram, uncheck Audience Network, and uncheck messenger. But that's not enough. Facebook is still trying to show your ad in many different locations. We only want our ads shown in Facebook's newsfeed. So leave the Facebook news feed checked and uncheck everything else. At the bottom of the screen, click on Show More Options. You can see it is currently set to all mobile devices and showing you add whether people are connected to Wi-Fi or not. This is fine for now in the future when you run ads that's promoting a webinar or live training, you will want to edit this section and have you add only run two people who are connected to Wi-Fi. Why? Because people usually don't watch webinars when they are using their precious mobile data. But since we're just giving away a free lead magnet, we don't have to worry about that right now. We can leave everything at the default settings and click next. Congrats, We just finished setting up your ad set. We will talk about advanced targeting strategies in the future. But right now, let's continue to the next episode and I'll show you how to finalize everything and set up your ads. 26. Easy Ad Setup vid: Welcome to the final stage of your campaign setup, setting up your ad the easy way. In this episode, we will pick which Facebook page our ad will run from. Upload our photo, add, fill in the copy of our ad for the primary text, headline and description. And finally, input a landing page URL where we want people to land on Wednesday, click our add. At this point, your image and your ad copy should be already written. Have a ready so that we can just copy and pasted when the time comes. Ready. Okay, let's get started. We are now at the add level of our ad campaign. Here is where you can select which Facebook page you want the ad to run from. If you have several pages, you want to make sure you select the one that's related to the same niche of your ad. Why? Because if people like your ad, guess why. They will click on your profile and may even follow your page. This is a great way to get followers to your page. So make sure to select the right page to host your ad. Since we are keeping a symbol, our ad format today will be a single image. So we will keep the single image option selected. Next step is to upload your image, click on Add Media and select Add Image. Then select the image you want and click Next. If your image is square, keep it one-to-one ratio. Otherwise, you can select original. Facebook will then offer to optimize your media by making your image brighter, adding contrast, or varying the aspect ratio. This is totally fine. Click, Done. Alright, now it's time to fill out your copy, starting with your primary texts. If you follow my directions, you should have your copy already written on a separate word document. Open that up, copy and paste it in this field. Notice how there are spaces in the text. This makes it easy for people to read, is a lot easier to copy and paste then to type everything out in real-time in this field. That's why I had you write your copy in a separate Word doc first, you can hover over your ad, click on the expand button to preview your ad. And you can click on the see more option to take a look at what your primary texts will look like. Two viewers. Up next is to fill out your headline. Remember this is like an action-packed tagline that makes people click. For me. I will use the tagline five things I did to explode my business on IG. Lastly, you can fill out a description if you have a specific compelling call to action, such as limited supplies, 50 percent off. If you do decide to write something for the description, just know that anything more than a sentence will be cut off. Ideally, your headline is all you need to push people over the edge to click. For me. I will just leave this section blank. Since the tagline is action-oriented, I highly suggest that you pick a call to action button that is also action focused, such as download, which will encourage viewers to take action. If you can't find a CTA button that works for you, you can always select the default button, which is learn more. The next step is to put your website URL, the landing page that you want to send people to click your ad. Once you type that in, you can click Preview just to make sure everything is correct. Yep. Everything's working perfectly. The last thing to do is to scroll down to the bottom of the page and look at the tracking. You might have a yellow warning sign about the awful iOS 14 update. Facebook is telling you that you will get better results if you track according to your website domain rather than directly through your pixel. Once again, this is a temporary solution for improving your tracking due to the Apple update. So we can listen to Facebook's suggestions for now. So select your domain instead of the pixel and the Facebook learning should go away. Okay, that is it. All you have to do is to click Publish, and you will be done. Facebook will then review your ad and prove it. Sometimes it takes minutes, sometimes it can take a day. So please be patient. Congratulations and big hugs. You did it. You finally did it. Your ad is up and running and we have completed yet another week in our Facebook ads journey. We will wait a couple of days, see how your ad does, and then analyze the data to help you figure out your next steps in your business. Okay, go and have a drink. It's party time. I'll see you next week. 27. WEEK 4 - Winners from the Losers vid: Whenever I take on a new client and help them with running Facebook ads, I'm always baffled to here how much money they have wasted on an ad that just isn't performing well. If only they knew what to look for, they would have a immediately stopped it from eating their daily budget. The interesting thing is, it's not difficult to figure out if an ad is a winner or loser. Yes, it may take a little testing to scale and add and make it more profitable, but it shouldn't be hard to spot a loser and stop pouring money into something that just isn't working. Now that your ad has gotten a chance to run, let me 0.1 thing out to you that will allow you to immediately know if your ad is performing well or not. The first thing to note is you want to run your ad for around three days before making any decisions. The reason being, it takes about three days for the Facebook ads algorithm to dial in and optimize your ad you're targeting and your budget for the objective that you chose. If you run the ad for one day and immediately jump on it, making adjustments and changing things here and there. Maybe too soon, the data is still fluctuating. It may be doing extremely well or extremely poor. You need to give it some time before it averages out. At which point, you can accurately analyze the data. Since we're working with a daily budget of $5 a day, that means you will not have to spend more than $15 before identifying a winning or losing ad. In the next episode, we will jump into your ads manager digging, look at the data that you have collected and give you some detailed examples of what to look for, the benchmarks and what you can do to optimize your ads. But before we do that, I want to spend a few minutes going over one key data to look for one determining factor that everything revolves around. Here is the most important information you need to know about your ad performance. Lead cost, the cost per lead, the cost per result. They all mean the same thing. How much it cost you to get an e-mail address. This one simple piece of data will determine if your ad is profitable or not. Simple as that. So simple in fact, that baffles me why some advertisers flush hundreds of thousands of dollars down the toilet on an ad that just isn't profitable. Here's an example. Let's say you are running an ad, giving away a lead magnet. You run the ad for three days, and this is your result. You spent $15 and got three leads. That means your lead cost is $5. Your cost per result is $5. You're probably wondering, June, what does that mean? Is this a good ad or a bad ad? Well, let's expand this information so we can fully see what it means if your lead cost is $5 and you continue running the ad, on average, if you want to get 100 leads, it will cost you $500. Because $5 a lead, 100 leads five times 100 equals 500. On average, 2% of your leads will convert and buy your products. 2% of 100 is two people. Now here is the main point. If you'll lead cost is $5. Your product or service needs a cell for at least $250 to break-even. If you spend $500, our ads and two people are expected to buy. That means your product needs to be at least $250 for you to make your $500 of ad spent back. This is why knowing your lead costs is so important. It will allow you to make informed, educated guesses on what your business will look like if you continue operating at the current level. Let's say instead of $250, your product sells for $50. What does that mean? Well, since two out of 100 leads will buy your product, you will have made $100. And if you spend $100 in ads and got 100 leads, you need to get your lead costs way down, down to at least $1 to break-even. Now, if your product sells for $100.2 out of 100 leads will by making you a total of $200. If you spend $200 in ads and got 100 leads, you need to get your lead costs down to $2 to break-even. Finally, one more example. If your product is a high ticket, $5 thousand, the same formula applies to out of 100 leads will, by making you $10 thousand. If you spend $10 thousand in ads and got 100 leads, your lead costs could be as high as $100 per lead to break even. You see how this works. Once you know your lead costs, you also know how much money your products needs to sell for in water the break-even. If you have a low take a product, you need to get your lead costs as low as possible. But if you have a high tig a product, you may be able to afford a high lead cost and still stay profitable. As you are plugging in the cost of your own products and checking to see if your ads are profitable or not based on the least-cost. Don't stress out too much if the numbers are now looking as well as you hoped. Why? Because there are many things we can do to still make your business work. For example, we can create better ads, right? Better copy to give more clicks, get more people landing on your landing page. This will increase the amount of leads you get, thus lowering your lead cost. We can also improve your targeting. Little tricks we can do here and there to narrow down even further and define your ideal customers so that Facebook ads can search out and find them. Thus also lowering your LEA cost further. And we can also increase your conversion rate, increase that 2% conversion rate by writing better sales emails. That increases the amount of people who buy your products once they opt into your e-mail list, this will allow you to get away with highly costs while still staying profitable. As you can see, there's many ways we can troubleshoot and fix your ads that are not working. So please don't worry. In conclusion, it's all about your lead cost. If you could only look at one value to determine if your ad is a winner or loser is the lead cost. It will instantly tell you if your ad is working or not. Let's continue to the next episode and we'll jump into your ads manager and look at other factors that will help you determine how profitable your ads are and should you fix it or scale it. 28. Arranging Your Columns of Data vid: All right, let's jump right into your Facebook ads manager and look at how well your ads are doing after running ads and analyzing ads with my clients and students for years, I developed a system that allows you to quickly know how well your ads are doing and easily create an action plan. It's all about speed, finding out what's going right, what's going wrong, adapt and running again. You bend to that Ads Manager at least at dozens of times before. So you know how complicated things can be if you are not careful, we are not going to look at all the data that Facebook throws at us. That will be a complete waste of your time. What we're going to do today is to look at certain datapoints, influence the performance of your ad the most. Since we are running ads the easy way with one campaign, one asset, and one add ratio, we can keep the campaign tab selected as we look at all of our stats. Currently, your columns are arranged by performance. You can click on the button here that says customize and see that performance is selected. And it's the default mode with so much data that's screaming at us for attention. It is overwhelming, right? You can easily waste hours going back and forth, trying to look at everything. No, we are going to stay focused and only have Facebook display the data that matters. The first thing we need to do is to arrange our columns of data. Click on the Columns button again and select Customize Columns. In the center is all the data that we can choose to display on our dashboard. Here's a crazy overwhelming, right? You can search for a data point that you want to add to your columns from the search bar. And on the right side is the data that's currently displayed on your dashboard. To save you time, arrange your columns this way, drag and drop and arrange the data in this order and close any that's not on the list. Delivery impressions, reach, link, clicks, results, cost per result, amount spent, budget. And, and then save this as a preset and give it a name. I like to call my preset easy data view. If you ever change your mind and want to look at the default settings again, you can always click this Columns button and select a default performance data here. Okay, Let's get straight into it. There are five main data points that we want to look at when we are analyzing our data. Amount spent, reach, link, clicks, results and cost per result. The amount spent is exactly as it sounds, the amount of budget spent test far in your ad campaign. The reach refers to the total number of people who have seen your ad. Not to be confused with impressions, which is the number of times your ad was displayed. So you would typically see a higher value for impressions then reach. The link clicks is how many people saw your ad was intrigued by your offer and click on it to learn more. The result is the conversion event that we selected when we set up our ad campaign. Do you remember what it was? What counts as a conversion to us lead. So the result is people who clicked your ad, arrived at your landing page and after it into your business by giving you their email address. And finally, the cost per result is the most important data point. We talked about it in the last episode. It's your lead cost. How much it costs you to get a lead, how much it costs to get an e-mail. With these five data points, we can pretty much diagnose most problems you will ever encounter in your ad campaigns. 29. Easy Data Analysis vid: With these five data points, we can pretty much diagnose most problems you will ever encounter in your ad campaigns. Now comes the fun part. Let me go through some of the campaigns that I ran the past to show you some examples. Your job is to figure out if it is a winning ad or a losing ad. Ready? Okay, here's one. You can see here, I spent $115, got a reach of 2300, got six link clicks, but no result. No one give me their email once they land on the landing page. Because of that, there is no cost per result. Okay, so is this a winner or loser? It's a horrible loser. Lost so bad that it was my fault for not pausing the as sooner. 2327 people saw the ad and only six people clicked. And of those six people who clicked, not a single one, gave me their e-mail to become a lead. That's why my li cost was 0. There was no lead. So what went wrong? Because this ad got very low clicks. It means one of two things. Either my targeting was off. I went too broad or too narrow in my targeting or my ad was not attractive enough and people didn't resonate with my add. Our solution for this problem is to fix our targeting first and see what happens. If we fix our targeting and it's still getting low clicks, then we need a change or add images or copy. This should increase the number of clicks we are getting. Remember when I give you an example of one of my students who lost $400 investment. I let the ad run for too long and didn't keep a close eye on it. If you're gonna do that, at least set a limit so that this won't happen to you. Now let's look at another example. You can see I spent $54, reached 2400 people, got 159 link clicks and 14 leads. So is this a winner or loser? Well, to figure that out, we have to look closer at the percentage of people who clicked our ad and the percentage of people who became leads. After running hundreds of Facebook ads. I came up with this benchmark to aim for you want at least 5% or more of the people who saw your ad to click. And at least 25 percent or more of the people who landed on your landing page to opt in and give you their email. So just by doing a little math, you can see 159 divided by 2410 equals 6.6%. Who saw the ad clicked the link, which just barely made a 5% we were aiming for. And if we take 14 divided by 159, we'll get 9% of people who clicked our ad, actually opted into our business, which is way below our 25 percent conversion rate we were aiming for. Thus, this ad is a loser. You know what? I love showing you this example because it's one of those situations where it's not clear if it's performing well or not. It is better than our last example for sure, but not good enough to scale. So what is the problem if we are getting enough link clicks but not enough leads? Our landing page is to blame nor add. Either people are arriving at the landing page and realize that they don't want the lead magnet or they are arriving at the landing page and cannot easily submit their information to update. Our solution in this example is to improve our landing page, make it easier for people to obtain, make sure the benefit of the lead magnet is clear, and then run the ad again. Okay, now let's take a look at one more example. Here. You can see I spent $600, reached 14,500 people, got 1700 clicks and 546 leads. Is this a winner or loser? Well, the fact that I spent a couple of a $100 on this ad should tell you that it's working, right? But let's say you didn't know how much I spent. Can you still tell that this ad is a winner? Sure you can. Let's calculate the percentage of people who clicked our ad when they saw it. One hundred, seven hundred and fifty one divided by 14,591 equals 12 percent. Since we're aiming for at least a 5% click-through rate, 12 percent is a pass. Now let's see if it has passed the conversion rate percentage, 546 divided by one hundred seven hundred and fifty one, equals 31 percent. Since we are aiming for at least at 25 percent conversion rate, 31 percent is also a pass. Now, we can look at our cost per result, our lead costs to determine if this ad is profitable or not. For me, it was because for this particular ad, I was selling my $250 email marketing course. My lead cost was about $1. When I followed people up with my emails of the 546 leaves, I got 16 people buy my course a 3% conversion rate. That means I made $4 thousand. Since I spent $642.06 to make $4 thousand, that's a profit of $3,357. This is definitely a winning ad and that's why I kept it running and slowly started to scale it. I have more examples of winning ads and losing adds to share with you in the future. So please stay tuned for that. So how is your ads are looking right now? Just in case it's not performing as well as you hoped. Don't worry. Let's improve your ads and sales conversions in the next few episodes, shall we? 30. Advanced Copywriting Secrets Lower your Lead Costs vid: If you are not getting enough clicks on your ads or if your lead cost is higher than you wanted. Don't worry, this episode we'll show you some advanced copywriting use by some of the most popular ads that are running on Facebook right now. One of the biggest obstacles when running Facebook ads is that we get so caught up in promoting our products and services, hyping it up, getting people excited about it, that we sometimes forget one important thing. We forget what it is like to be our ideal customer. What it feels like to be in their shoes, and what they are in the middle of doing when they see our ad. Most Facebook ads fail because the advertiser forgot the mindset of the customer they are targeting. This is not a YouTube ads. People are not on Facebook actively searching for a product like yours. So what are they doing? They are scrolling their feed, checking up on what their friends and family are doing. Here is the key. Our job as advertisers on Facebook is to jump out of nowhere. Remind them that they have a problem you can solve. Remind them that they have an interest you can fulfill. Remind them that you can help them with this problem or interest in the next few minutes. Now in the next few hours or weeks, but in the next few minutes, or at least help them start taking the steps into having their desire instantly satisfied. He said than done right? Well, when in doubt, always look at what others are successfully doing and then model after them so that you can continue to adapt to changes in the marketplace. Here's my five-step add curation process. Step one, start with asking yourself these two questions. What is my ideal customers motivation for clicking this button? That's their desire. And what is my ideal customer go? And again, when they click the button, that their fulfillment. Answering these two questions, First, we'll give you a much more specific and tangible direction to get people to click your ad. Step two, once you can answer those two questions, lead the desire and the fulfillment. Inspire you to create the image or video for your ad. Remember, the Facebook news feed is messy. If you want your ad to get attention, the design should be simple and clear. When in doubt, use negative space, like what I talked about before, to draw people's attention to the visual of your ad. Step three, be aware of what other advertisers are saying in their primary texts to capture people's attention. If they're add is making you wonder click it, then copied their ad down and model after it. Here are some primary texts starters that's getting a lot of attention on Facebook. Ever wish blank was just a little less blank. Like this ad. Ever wish running your business was just a little less time-consuming. This is a great way to quickly let the viewer know that you understand their frustrations while indirectly calling out to people interested in your niche. A similar one is you shouldn't need to blank, just to blank. You shouldn't need to map out an entire user journey just to send an onboarding email. This sentence makes the viewer feel like you know what their life should be like and why isn't quite there yet, which is intriguing for people interested in your niche. Another way to capture attention is to start listing things that you know your ideal customer want. You can blank, blank and blank. But how you can build awareness, drive revenue, and engage existing customers on social media. But how this is a way to quickly draw people in with what you already know that they want and ended with a curiosity note, making them want to learn more. Or you can be even more direct with this primary text. Problem. Blank solution. Blank problem. Want to eat more veggies, but don't know how to make them taste amazing. Solution. Purple carrot meal kit. High just loved this ad. Now only because of the eye-catching sandwich, but because the copyrighting, it doesn't get simpler than that. Stating your customer's problem and stating your product as their solution. Clear as black and white. People always want to hear how you can make their lives easier. So you can also try this one. Blank makes blank easy. So you can blank. Freshbooks makes online accounting easy. So you can stay focused on running your business. And important part of this primary texts is the, so you can, explanation is not good enough to say that your products can make their life easy. Everyone's saying that. So what? Answer the so what ING as specific as you can and you will get more clicks to your ad. Here's another one that I really like. You probably already blank. But Thank you. Probably already have messaging and file sharing solutions I work. But does your company have a system that tells everyone exactly who's doing what and by when. This is another one of those indirect, I can relate to you copyrighting. It quickly connects to your target audience by telling them, you know, they have a certain something, but with your help, it can be even better. Notice how many of the examples I showed you use the word you in there copy. One way to improve your copywriting is the US more you like how Headspace a meditation app, ads copy is just sleepy. You anxious, you work mode, you till time you, for every UE, there's headspace. And Google's ad that says the perfect ending to every beginning. New domains that tell your story, get your new domain today. Final domain name for your story. By adding u, is suddenly becomes more relevant to the viewer. Yes, your ad is about your products and services. But don't forget to make it about the customer. People don't care about your business unless you can convince them that your business is all about them. Once you have your primary texts and short story written, it's time for step four, which is the work on your headline. Did you know that there are five main ways to write a headline, each with their own point of view. A study done by conductor shows five ads promoting the same t product using the same photo with the same primary texts. However, each had a different headline, a number headline, a reader addressing her line, uh, how to headline, normal headline and a question hairline, 30 ways to make drinking tea more delightful. Ways. You need to make drinking tea more delightful. How to make drinking tea more delightful? Ways to make drinking team or the lifo. And what are ways to make drinking tea more delightful. Interesting, right? They found that the number headline had a 36 percent engagement rate higher than the rest. Remember that I suggested that one of your first ads, you shall make a list of ADH. It will not only help you avoid a Facebook ad copy, but also potentially get you more engagement. This is one reason why when you get a chance, you can also try the other variations to see if it gets more or less clicks. Another thing to know about headline is its length. A study done by Outbrain found the headlines with 25 to 40 characters or more click-through rate than if it were too short or too long. This actually makes sense. If the headline is, get this ebook. Well, it has 15 characters and isn't very attractive or convincing, is it? And if your headline was, get this ebook because it will show you how to grow your followers and make money. The head has 82 characters and is way too long and boring. So the best bet is something in between, short but catchy. When you figure out your headline, the fifth and last step is to choose a call to action button. And here is where most people go the conservative route and select the option, learn more. But you are events advertisers. Now, you can try a button that's more action oriented and less passive. You want to use action words like now today, start sign-up, register, try for free. Those sound more dynamic and intent-driven. That's the key word, intent. It is also a psychological trick to make people stay consistent with their action. What do I mean? Well, in other words, people who pressed the Learn More button have no psychological obligation to sign up to your list or download your lead magnet once they arrive at your landing page. Why? Because learn more is so passive. However, if they press the button that said download, they are psychologically more driven to download what they see on the landing page because well, they chose to press the button then day. You see how this works. This is why you see ads with buttons that says Apply now, get offer, install. Now, these events advertisers chose that button for a reason to prime the viewer up before they even get to the landing page. Cool, right. Okay, As an added bonus copywriting strategy, you can also visit the Facebook ads library. This is a place where you can find all the ads that are certain account is currently running. Facebook wants to make all the ads that they are promoting transparent. So dedicated. One place where you can search and find information on an ad that you recently saw. This is a great resource because if you see an ad that you like or an ad from your competitor, you can simply coming here, type the Facebook page name that's hosting the ad and check out all the ads that they are currently running. This is a great tool to start your competitors, if you will, and see what they are doing a model after their ads. Okay, that's about it for advanced copywriting strategies for now. Let's continue to the next episode where I will show you some cool advanced targeting strategies that you can start using to get more clicks as well. 31. Advanced Ads Setup vid: If you are watching this episode, it means you have gotten good results from running basic ads. And now you are ready to use advanced targeting and run ads in an advanced away. That's awesome. I'm so happy and proud of you. The easiest and smoothest way to transition into running events ad is by changing two settings when you are setting up your ad campaign. The first setting you need to change is the campaign objectives. Up to now, we have been telling Facebook that our goal when running an ad, get conversions. Facebook. Then we're used their algorithm to search out people who are most likely to convert. Once you start using events, targeting options, and start to layer more interests, more behavior and more demographics on top of each other. Running a campaign with a goal of getting conversions doesn't work as well anymore. Why? Because Facebook has a hard time juggling all the variables that you are asking it to perform. That's why we will have to switch our goal to focus on getting link clicks instead. So when you're setting up your campaign, instead of the objective of getting conversions, you can try traffic, which is working with a goal of getting people to click your ad and sending those traffic to your landing page. With this new objective selected. Facebook will then go and search for people who are most likely to click on a link and serve your ads to them. That's the first setting that you should change. The second setting to change when you are ready to try events targeting options is to start managing your budget at the Ad Set level instead of the campaign level. What you would do when you are setting up your campaign is at the campaign level. Scroll down to the place where you would normally enter your budget and turn the campaign budget optimization off. This would tell Facebook that you want to manage the budget at the Ad Set level. Then when you click Next and arrive at the asset level, you're notice that under budget and schedule, you are able to set the budget now at the Ad Set level, when you increase or decrease your budget, you are given some extra information about how well your ad will perform estimated daily results on the right-hand side of the page. As you increase your budget, add more targeting options, and add more ad placements, this value will change and you can adjust accordingly. But please keep in mind, this is still just an estimate and not a guarantee of your ad results. Just remember to change your objectives to traffic instead of conversions. If you forget and continue with a goal of getting conversions, you may see this warning message. Ad set may get 0 views content based on how you have setup your ad set, we recommend trying the following to avoid getting 0 views content, use link clicks as your optimization for ad delivery. You see, even with a target size of 3 million people, facebook can't estimate how many people will convert if you start adding more and more targeting options on top of the other. That's why as you start to do advanced targeting, stick to traffic as your new objective. Pretty easy to understand, right? Okay, with those two settings change, now, let's talk about some new targeting options, some new ice cream flavors that you can start to play with. I will see you in the next episode. 32. Advanced Targeting Strategies Lower your Lead Costs vid: Welcome to advanced targeting secrets. This is one of my favorite episodes to make for you, because once you really master how to find your ideal customers, you'll automatically get more clicks, leads, and sales. Why? Because the point of running ads is to get your ad in front of the right person. And the point of targeting is to find the right person. This is why it's such an exciting topic. And the fact that we are using the ice cream analogy makes it even more interesting. You already know the three flavors of ice cream targeting strategy, which is the layer three targeting options, one on top of each other, starting with one interest, one behavior, and 1 demographics. If you don't remember or need a refresher, please watch the episode where I showed you how to set up your ad sets for your ad campaign. It will remind you the power of using behavioral targeting to make sure the people that you are targeting are actually sincere about the interests they are claiming. In this episode, I will show you more targeting options, more ice cream flavors, if you will, to try and narrow you're targeting audience down even further. Let's get started. Most of these new flavors are not niche-specific, so you can try them with different niches. But I will provide a niche example with a targeting really performs wearing. Besides the basic interest of your niche, you can try adding on an influencer interest, a celebrity public figure that is very popular in the niche. For example, if you are a man selling a product that helps people with their personal development, you can start with a general personal development interests and narrow down further by adding people who also likes Tony Robbins, an influencer, who is known to specifically provide that type of content. Or if you are a woman selling a personal development service, you can narrow it down further by targeting people who also likes Oprah Winfrey. The key to this targeting is to position yourself as a public figure, similar to a popular influencer that your ideal customer already respect and admire. This way when they see your ad, your sales message would be like, Oh, you like Tony Robins grade that you are going to love my products. You like Oprah Winfrey, meet you, you're going to love my services as well. You see how this works. The next targeting options is one of my favorites because it's so versatile, so much so that it was able to help one of my clients who had a hard time finding a behavior to target one of my students, cells, diets, supplement pills. She started with targeting people with an interest in healthy diets. Since pretty much everywhere in the world is interested in eating healthy, she needed to find people who were sincere in their healthy diet interests by ozone claiming that they go to the gym or did physical exercise. However, when she typed in physical exercise into the field, it is an interest, not a behavior. So what is she going to do? I told her that if Facebook doesn't have a behavior for the niche, it's okay to layer several similar interests on top of each other. But it's still best to try and find one behavior or characteristic that makes them more active as a customer. So what we end up selecting the behavior of engaged shoppers, Facebook describes them as people who have clicked on the call to action button shop. Now, in the past week, once we added the behavior of engaged shoppers and selected a high-income level for the demographic. Check this out. We got a potential reach of around 570 thousand people, very close to the 50 k target that we want to aim for. These are people who are interested in healthy diets, who are also interested in physical exercise, who are actively clicking ads with the intent to purchase, and who also have money to spend on awesome, right? Now let me share a targeting options that I use all the time for promoting products in the entrepreneur niche. You can try this for your niche, but it works especially well for the entrepreneur niche. If you are selling products that's related to building wealth, starting a business or running a small business. Tried this out. We of course start with a general interest of entrepreneurship. Under this interests, we narrow it further by targeting people who said that they are small business owners. You already notice when we set our asset of episodes ago, we want to target people who not only said that they are interested in entrepreneurship, but proved it by actually starting a small business, which is a behavior. Okay, Now, let me ask you a question. If these people are truly sincere about entrepreneurship and have started a small business. What else should they have also done? What else should they have done on Facebook for their business? If they are serious entrepreneurs, they would have taken the time to create a Facebook page, right? Boom, we found them. We found our ideal entrepreneur customer. We also want to target people who mark themselves as Facebook page admins, which happens to be another behavior, peer awesome size. I hope you are getting as excited about this secret targeting option as well. Because if you can find people who said that they are interested in entrepreneurship, took the steps to create a small business and took the steps to create a Facebook page and be the admin of that page. These people are Heller series, right? These are the people who are willing to spend money to grow their entrepreneurial interests. If you have a good product or service to offer them, they were sincerely consider it. Makes sense, right? And to just put the cherry on top, I also added another targeting option that states these people should also be specifically business page admins and also check the detailed Targeting expansion option. When you're targeting is spot on, laser-focused. You can see it's not a coincidence that the target size is almost exactly 500, okay? 490 thousand people has them, right? Okay, since we are having so much fun, I have time to share one more flavor with you. This targeting option was discovered by accident and worked out way better than expected. One of the clients I worked with at the time was selling a dating program he developed since we're searching for customers who were interested in dating, we started with targeting people who are interested in obviously dating. That gives us a target size of 30 million people. We knew that people who are interested in dating should have also marked themselves single. So for the next targeting, we added that demographics single. It's interesting to point out that the target size when from 30 million to 7 million people, when we added the single targeting option, then that means there are quite a few people out there that's interested in dating but are not single. Hey, I'm not going to judge these people. Okay. Joking aside. Now, we were unfortunately stuck. What behaviors with someone interested in dating had to have to prove that they were sincerely looking for a date. We were on the phone talking and thought about this for quite a bit. And then I don't know where I started to share my own experience of why I was single. Because I travel a lot a lot of girls I meet broke up with me because of the instability of my life. Travel. Holy crap. That's it. Let's target people who were interested in dating, who were single, and who also travels a lot. So we typed in travel. And lo and behold, there is a frequent traveler targeting option. And this is a behavior too. One of the reasons why this targeting work so well for my clients ad was because these people who were interested in dating, who were also Single, may not know it, but we're single and lonely because they were a frequent traveler. In fact, that this ad campaign works so well that my client curated a new ad where the primary texts said, frequent traveler, how to get more dates on your next destination? Because I sign an NDA non-disclosure agreement. I cannot disclose how much his ad made for him, but yeah, it was quite successful. This is one of those situations where the behavior that you want to target is the cause of the problem. Core. As you are searching and adding targeting options to your asset. Don't forget, you can also adjust the age range, that gender, that detailed Targeting expansion and budget back and forth to see how it affects your potential reach an estimated daily results. In conclusion, we now have a total of seven ice cream flavors to play with. Seven targeting options. Interests targeting of your niche, in general, interest targeting of an influencer in your niche. Behavioral targeting of small business owners, behavioral targeting of engaged shoppers, behavior targeting of page admins, behavioral targeting of frequent travelers, and demographics targeting based on income level. These are by far the most effective and most secretive targeting options used by successful Facebook advertisers are right now. Now, you may be wondering June, if we know all these seven targeting secrets, why don't we just put them together into one asset and use a model. What do we then have an ad that is super-duper, duper targeted. Now you know why I used ice cream as an analogy for targeting options. What happens when you cram seven or more flavors of ice cream on top of one cone. Well, you probably get something like this. Everything will be melted together. You won't be able to taste which flavor is which. Not to mention, they will probably tastes horrible. If you did this with your ads targeting, the Facebook algorithm will have a hard time combining everything together and searching for people with all these requirements, Facebook will charge you a lot for aspirin. And if you by chance are willing to pay the high ADH price and got a winning ad, it will be near impossible to scale because it would be extremely hard to do split tests to figure out which targeting option was working and which one wasn't. I showed you all these options so that you have the building blocks to start finding your ideal customers. But please just don't use them all in one campaign, okay? If you want more inspiration, I included an infographic, I think you'll like. It highlights all the interests, behaviors, and demographics options that Facebook currently allows. Download this document and look through it to find the one that applies to your niche with asset. I hope you had a fun time watching this episode. I know I did making it for you and stay cool and enjoy your ice cream. Okay. 33. Higher Conversions – Lead Magnet Email Template Vid: Congratulations if you made it this far in our Facebook ads journey, I know you have a winning ad that's giving you lots of leads, tears. It's such a great feeling to have people opt into your business and exchanging their e-mails for your lead magnet, right? It makes you feel like you have something that your ideal customer wants. It's a wonderful and fulfilling feeling. In fact, the only thing that feels even better than that is getting sales. And that is what this episode is 4. Even though e-mail marketing is beyond the scope of this course, I couldn't help myself, but had they give you this bonus, especially since you have made it this far and have proven to me how serious you are about growing your business. I have to do everything I can to help you right now that you have lots of leads and new subscribers on your e-mail list. Just what do you say to them to convince them to buy your products? Not a worry. I got your back. I have taken two episodes from my e-mail marketing academy and added it to this course. In this episode, I will give you one of my highest converting lead magnet email templates that I sent to my email subscribers to give them their lead magnet. Through this, many people will opt into your business and become a lead, but many will forget about your lead magnet and not click on your email to actually download it. This e-mail template, we'll show you just what to say and how to remind your new subscribers to open your email. Actually download your lead magnet and become more invested in your business, getting them ready to buy your products and services. In the next episode, I will give you my highest converting lead magnet offer sequence is the three email sequence that you will send to your new subscriber, convincing them to buy one of your low ticket products. If you want more help with e-mail marketing, don't forget to check out my e-mail marketing academy as it will help you build an easy and automated system to contact your new and old customers. Okay, let's get started with writing your lead magnet email. Welcome to the lead magnet email. This is the simple e-mail that a new subscriber will get once they opt into your list. This email contains the link to download your lead magnet. That is why this mail will be sent immediately after someone opsin, this action will be automated, meaning your e-mail service provider or your learning-based service, will automatically send this email on your behalf. As for where you upload your lead magnet, which is also called a digital asset. It's usually uploaded to your landing page service. For example, I use click funnels and I uploaded my digital asset here. Then I make sure I copy the location, which becomes the link to download the file. Okay, let's go back to the template. This email is supposed to be quick and straight to the point. Someone is interested in your lead magnet. So let's give it to them. I tried to give you at least three different options to choose from for subject lines, but they all pretty much say the same thing, which is staining your lead magnet name so that your new subscriber will open the first email they receive from you. The intro is as straightforward as can be. It starts by saying hello as promised, here is your lead magnet name. You can download here. And you provide a link to your lead magnet page, which is where your digital asset is located. Now at this point, many email marketers a stop and end the email with a thank you and it's done. But what I have found is that not everyone go to their inbox immediately after giving you their e-mail, there is a good chance that hours have passed since the first requested your lead magnet. This is why it's helpful to our new subscriber that we jog their memory as to what they opted in for. You can put a picture of the lead magnet in your mail and choose either option 1 or 2, which is describing the benefits. You can choose either option, but option two is my favorite. Because in addition to talking about the benefits of your lead magnet, you also say, my favorite part is on page number or video second number, because just by doing that, I was able to benefit. What you're doing is you are calling out to a specific part of your league magnet. That's actually helpful. This is a psychology tactic that generates more curiosity, making the reader more wanted to consume your lead magnet. After this, we have an optional section. You can choose to put either option into your email or disregarded. What these optional sections are trying to do is to have the reader engage with your email by replying back. If they do, it tells the e-mail service provider that your email is good. Now spam and your sender score will go up. So this is a trick to get engagement right off the bat. The only downside is that you would have to respond back to them after they reply. Later on, where you're getting hundreds of obtains a day and you get tired of responding back to people that you can leave these two optional selections out of your mail. Finally, at the end of the email, we leave with a PS. Now, this is important. It says, if you are new to your company's name, I'll be sending you another email with a cool new opportunity. You're definitely want to read it because it will really help you with benefit. We are basically priming them and getting them ready to receive our offer e-mail that we will send a day after. It's telling them to watch out for our future emails. And it even tells them the subject line of that offer email so that they won't miss it. Okay, so that's it. Congrats. We just went through our first template together. Our future template videos will be even quicker and smoother now that you are familiar with the format of everything. Okay, it's time to move on and write our first sales e-mail. I'll see you in the next episode. 34. Higher Conversions – Email Sales Sequence Template: Welcome to the lead magnet offers sequence. I hope you're getting excited about this because this is the first time we're going to sell something to your new subscriber. This three-day email sequence is written to sell one of your low ticket products, which are around $30 to $50. This is the best way to get a brand new person who has never heard of you or your business before to commit by asking for small initial investment. If they make a purchase, the chances that they will purchase a higher ticket item from you in the future increases dramatically. So that's our strategy in the sequence. This sequence is called the lead magnet offer sequence because the product that you are offering them is directly related to the topic of your lead magnet. It's in the same niche, meaning if you lead magnet was about teaching people how to go on a diet, then your low ticket product should also be diet related, such as a diet plan. Later on we will branch out and sell products in different related niches, such as exercise plans. But to start out, the first offer that you give works best if it is within the same niche as your lead magnet. If you don't have a low ticket products sell yet, you can disregard this sequence and continue to the warm-up sequence. Otherwise, let's continue. This email will be sent automatically one day after the lead magnet email. That means in your auto responder, if your lead magnet email is day 0, which is the same day. So when upstate into your list, then this lead magnet offer sequence starts on day one, email one of three will be day one. Email two or three will be a2 and a3. A3, a3, because we're selling a low ticket item. This sequence will also be quick and straight to the point. In my experience, there's no need to write a lot to convince someone to spend $30. They either buy it or not, no heavy convincing is needed. The overall mood of these three email sequence is the idea that if they liked your lead magnet, then they are going to love this offer. And that's why it's one of the subject line options. Option one is if you like lead magnet name, then your love this. Even though your product is the same, there's different hooks you can use to make a catchy and relevant to your readers. The subject lines are borrowed from the highest converting headlines PDF. So if you want more examples, please refer to that PDF. The three hooks that I found the most popular that gets people to open your offer e-mail at this point are held to benefit without paying three little known factors that affect your blank. And how to accomplish something. Like a famous example, e-mail one of three starts out reminding your reader that it was them that we're interested in your expertise, your lead magnet, the psychology here is that they are coming to you asking for help and now you're chasing after them with your offers. That's why we start off by saying yesterday, you request that my lead magnet name and I just wanted to check back to see if you had a chance to read or watch it yet, DID and liked it, then you are going to love this. And we put our link to the low ticket sales page here. The e-mail tells them that if they are serious about getting their specific results you are offering, then this is the best first step for them. It also reminds them that it's only $30, which is a tiny investment. Oh my God. Depending on what hook you choose, you would choose the option 12 or three, that goes with the hook. And briefly talk about why this product is relevant to them. At this time. We end the email by saying that we only offer this product at this rate to our new subscribers. That's why they need to grab their copy now while it's still fresh in their mind. And that's the end of email one or three. For email two or three, it is sent automatically the next day. The subject lines become much more casual. At this point, your new subscribers already know who you are. They had a chance to consume your lead magnet and are aware of your low ticket offer, it's time to talk to them like they are a new friend. So we keep it casual from now, the email subject line grabs your attention and basically ask them, Hey, did you get a chance to view the offer? Or hey, I think this will help you. Or Hey, I'm surprised you haven't taken me. I'm an offer yet. Obviously omit the hey. This second e-mail also gets straight to the point and ask them to click on the link to view the low ticket offer. What I want to point out is this section. It reads, remember, not only will it specific desire, but it will also give you the momentum you need to achieve general desire. After doing numerous split tests in wording and sales logic, this is a powerful statement to make at this point in your offer sequence because it reminds them the smaller goal of buying your product and the larger goal of buying your product. For example, a smaller goal could be to gain followers on social media. The larger goal is to become an influencer. A smaller goal could be to lose 10 pounds in two weeks. The larger goal is to turn heads walking on the beach. So using the example, our copy was sound like this. Remember not only will it help you lose 10 pounds in just two weeks, but it will also give you the momentum you need to achieve a body that would turn heads on the beach this summer. You see how this works. Okay, great. So that was email two or three. The last email in this offer sequence, email 3 of 3 is your first deadline email. And the subject lines reflect that good ones to use are bad news. Last chance, and you're about to miss out. There's two options you can really go with in this copy. This first one is calling out to the scarcity of this offer. You are either saying that after this date the price is increasing or after this date, the offer is no longer available. The second option is to let them know that this would be the last time you were sent an email to them about this offer. This is a great way to build trust because if you follow through and not send any more emails about this offer, your reader will take what you say seriously and will give you bonus points. After you pick an option, we end our last email with a PS, reminding them the benefit one more time of your product. This is done in the ps because people may ignore the contents of an email, but most won't ignore the PS. That's why we are giving one final reminder in the BS. Okay, that's it. Congratulations. We just finished our first sale sequence. I am very happy and proud of you. Now let's move on to our next sequence, which is to introduce your users fibers to who you are and what you do in our warm-up sequence. 35. How to Scale Correctly Vid: All right, It's time to talk about how to scale your ads and make more money with what's already working. If setting up your ad campaign is like preparing the fly combat J airplane, then scaling your ads is like preparing a space shuttle for launch. The analogy is pretty cool, I know. And once you have a winning ad that you can successfully scale, it is exhilarating to see a climb higher and higher. But there is a catch. Just like getting a space shuttle to fly, a lot of preparations and patients is required to launch your ads into outer space. I mean, I'm a scaling your as to make it even more money. Do you remember in the easy data analysis episode, we talked about quick ways to tell if your ads is a winner or loser. Here's a refresher in water to scale your ads, it should meet three requirements. If these three are not met and you try to scale, you will lose money because you scale something that was broken. And no matter how much money you throw at a broken NADH, will not make it better. Here are the three requirements. At least 50 percent CTR, at least at 25 percent conversion rate, and a lead cost that is profitable for your business. You want to make sure at least 50 percent or more people who saw your ad is clicking the Add to land on your landing page. And you want to make sure that at least 25 percent or more people who landed on your landing page up saying to your business and converts. And finally, make sure that you have a lead cost that makes sense for your business. Remember, if you have a high lead costs, you need to offset it with a higher product price. Your primary goal in running ads is to lower your lead cost. Lower the cost of getting a lead dash strategy is evergreen, it will never change. Here's an example of an ad that I scaled. You can see I spent $12 thousand, got 64 thousand, reach 7 thousand clicks, 2500 leads, and a lead cost of $4.91. Why was I willing to scale this campaign? Because they passed the three requirements. Does it have at least a 50 percent click-through rate? Yes, it has an 11 percent click-through rate. 11% of the people who saw my ad clicked on the ad. Does it have at least at 25 percent conversion rate? Yes. It has a 36 percent conversion rate. 36% of the people who landed on my landing page uptake into my business and became a lead. And finally, there's the least-cost that makes sense for your business. For me, it does. After testing several ads from image ads, video ads, I was able to get my lead costs down to $4.99 per lead. Here is the results calculated out for you. This ad is promoting a webinar selling by 500 dollar easy YouTube ads course. My lead costs was $4.91 and I got 2553 leads at the end of the webinar. And after following up with emails of the 2553 leads, 43 people ended up purchasing the course. A 1.68% conversion rate. That means I made $21,500. That's a profit, $8,962. As of 2021, It's one of my best-performing ads. Here is a secret of scaling Facebook ads. If you ran YouTube ads, you know, scaling and ad is easy. You simply increase the budget from, let's say, $10 a day, $250 a day, from $50 to a $100 a day. That's for YouTube ads. But for Facebook ads, especially if you are new to running ads on the platform and your account is new, if you start to increase your budget from $5 to $10 to $20 to $40, your ad performance will probably drop. Why? Facebook ads, as you know, works on an algorithm. You might not know this, but the algorithm for your ADH is tied to the budget of your ad. That means if your ad with a budget of $5 a day is performing well, the algorithm is dialed in and is working specifically for $5 a day. If you suddenly change the budget to $10 a day, it will screw up the algorithm for your ad and it would not know what to do with double the budget. So it was suddenly show you as you double the people had your ad will probably not do well anymore. You see what I mean? So the best way and the safest way to scale your ad is to scale slowly. This is like launching a space shuttle into aerospace. You have to keep an eye on it, made the necessary preparations, and most importantly, be patient. If you hurry things up, they may explode in your face. So be careful. This is what I did to scale my ads and what I suggest you do to remember how I told you to run your ad for three days before you make any adjustments. Sticking to that principle, if you are ready to scale, all you have to do is to increase your budget by 10 percent every three days. That means if you start running an ad on day one, after three days, if it's still doing well, on day four, you increase the budget to $5 and 50 cents. If it continues to do well, you weigh three more days and on day seven, you increase the budget to $6 and 50 cents. As you become more familiar with running Facebook ads and improve your skills, you will naturally start to increase the budget that you spend. For example, if you start with a budget of $20 on Monday and Thursday, if your ad is doing well, you will increase the budget to $22. Then wait till Sunday to increase your budget yet again to $24.20. You see how this works. You can of course, create your own rules and Roundup as you run more and more ads. But when starting out, this is a great rule to go by. If you give the Facebook algorithm more time to make the budget adjustments according to your account and your ad, you will have way better results than if you rush it. And that's why I use a space shuttle launch as an analogy for scaling and add. It's cool to see a launch into the air, but you cannot rush it. Take your time, improve your image, Improve your copywriting and improve your landing page. And your ad will fly higher and higher chairs to continuous excess. You deserve it. 36. 36 Advanced Campaigns vid: Welcome to the events, campaigns, episodes. If you are watching this, it means you have already ran a couple of ads, gotten good results from it, and are now ready to run a Vance campaigns warning, it is important that you have at least ran one or two conversion campaigns before continuing. Because if you don't take the time to master the basics of these events, ad campaigns that will be showing you in the next couple of episodes will not work. And you will end up flushing money down the toilet. Why? Because in order to run successful events campaigns, you really do need to know what you're doing. You need to be extremely sharp. You need to have good grasp on Add design, a good grasp on copywriting, a good grasp on targeting options, and a good grasp on data analysis. This is why we spent all this time up to now helping you develop those skills. If you just skip all of the above and start running a van campaigns, I can guarantee you you will lose money because the vans campaign, although not harder setup and run, do require experience. Here, let me prove it to you. Let me break down exactly what are these events campaigns we will be running, why we are running them, and how we will run them. I bet no one explained that to you quite like this before. There are five main successful campaigns we can run at this point of our Facebook ads, journey, a conversion campaign, a traffic campaign, a page like campaign, a brand awareness campaign, and a retargeting campaign. When you select these goals as your campaign objectives, you are telling the Facebook ads algorithm to optimize and deliver your ads to people with certain behaviors. A conversion campaign, deliver ads to people most likely to take an action on a website. A traffic campaign delivered as two people most likely to click a link in and add a page like campaign, deliver ads to people most likely to engage with content. A brand awareness campaign, deliver ads to people most likely to be interested. And re-targeting campaign deliver as the people who have interacted with your previous ads. That's the what and the why. Each campaign has its own purpose and goal that it's trying to accomplish. Now, do you see why we started our Facebook ads adventure running conversion campaigns first, it's the most direct and no BS can pay. That gets straight to the point to find strangers, the most engaged strangers to opt into your business. Now that we know the what and the why, let's talk about the how, how to run these campaigns. There's obviously many different ways you can run these campaigns. But here is what my clients, Students, and I do and why we do it this way. You already ran a conversion campaign. So you know that targeting option that we use to run a conversion campaign is based on a specific interests or behavior. That's the best way to find laser targeted potential customers to enter your business for a traffic campaign, because we're dealing with people who are most likely to click a link. That targeting option we want to use is a purchasing behavior. Targeting people who recently made a purchase or having tend to purchase for a page like campaign. Because we're dealing with people who are most likely to engage with content. The targeting option we want to use is a broader interests behavior. Since we're just getting page likes and not selling something, we don't want to be too specific, but target a broader interests or behavior for a brand awareness campaign. Because we are dealing with people who are the least engaged, who may or may not be interested in your content. That targeting option we want to use is profession targeting. As in targeting people based on their profession, their job title. This will get you the most bang for your buck because people who see your ad will feel like you are speaking directly to them. And finally, for a retargeting campaign, because we are dealing with people who saw an interactive with our ads already are targeting oxygen will be just that people who interacted with our ads. Now, here is where you can start separating the immature advertisers from the events, advertisers, amature advertisers, try everything, run all different types of campaigns, create all different types of ads in all directions and pray that it works. They make us some success, but their success is based on luck. Events. Advertisers don't believe in luck. They know what they're doing. They know the goal and the purpose of their ads. That's why not only are their targeting is on point, but also the ad design, an ad copy or on-point as well. What am I talking about? Here is a secret that will either save you thousands of dollars or make you thousands of dollars. Sends a conversion campaign and a traffic campaign target people based on their specific interests and purchasing behavior. The ad design and add copywriting must reflect that it should be product-focused. Your ad design and copywriting focuses on the benefits of your products and how it will change the lives of your customers. A page like campaign, however, is different. It targets people based on their broader interests. The ad design and copywriting should focus not on your product, but the niche. How your Facebook page helps all fulfills people's interests on a niche level. It's also important to mention. You will get the most bang for your buck if you use video ads in page like campaigns. Why? Because it really helps connect a stranger to you. You're not just selling products, but building a relationship for the long term. This also makes a brand awareness campaign different too, since it targets people based on their profession and job title, your ad design and copywriting is directly related to your profession. If you were targeting doctors, for example, your ad will not be a picture of you or your products, but a picture of doctors. That's how to get the most bang for your buck. A picture of the profession will convert higher because these people don't know you all care about you, but they do care about their own profession. Lastly, to get the most bang for your buck, a retargeting ad works best if it's related to your first ad, but not exactly the same. Most amature advertisers use the same ad and just retarget people over and over again who have seen it the first time to make them see it again. But if you use my strategy called the bait and catch strategy, get way better results. In fact, I will show you a story of one of my clients, tony, who made a thousand dollars a day running a retargeting ad. And I can assure you his ad design and copywriting is very specific for his retargeting ads evolve. This is starting to sound complicated or confusing. Please don't worry, this is what this bonus week is for. I will show you exactly what you need to do and I will set up the campaigns with you. Plus you already know how to set up a conversion campaign. So the rest will be pretty straightforward. But you can at least see how advanced campaigns can get quite involved. You really have to be sharp and know what you're doing, why you're doing it at all times. In order to be successful running events, ads, you have to be on your toes, constantly testing and adapting to the market. This is why we will be shifting our analogy from flying a jet plane to fighting a battle on the ground. Because that's what running a vans ads, if you like, you are no longer relaxing in the cockpit flying through the air? No. You are now in the trenches battling for every inch of land, trying to lower your lead costs and increase your ROI, there is a lot more variables to consider. It gets dirty, it gets complicated, and the battlefield is not forgiving because you are spending more money. You absolutely cannot afford to make silly and beginner mistakes. For example, if you haven't mastered the basic ad design strategies, copywriting strategies and targeting strategies. And you run a vans ads. It's like being stuck in a firefight were heavy machine fire is coming your way and you stick your head out of the trench. I'm sorry, but you won't survive. This is why if you have not gotten a chance to run a conversion campaign and have gotten good results from it yet, I suggest you do that right now, get the basics down, then march forward. If however, you have gotten a chance to run a couple of campaigns and have mastered the basics. Congratulations, you are now promoted. In the next couple of episodes, I will show you how to set up these events campaign step-by-step. Also keep an eye out for this cute little brain icon. Whenever you see it on the screen, please pay close attention because I will be sharing some customers psychology secrets with you that will help you understand how they think and how to target them effectively. Open up your ads manager and grab your rifle. Let me show you the new battlefield and the new campaigns that's waiting for you. 37. 37 Advanced Traffic Campaign vid: Welcome to the events that traffic campaign. Here is the mission briefing. What we're doing, getting people to click our ad to land on our website. Why are we doing it? Getting leads and making sales? Who is this great for? People who sells e-commerce or affiliated products? How will Facebook help? Facebook will deliver our ads to people most likely to click a link in an ad. They will look for people who are the most willing to leave Facebook to go to a website. What targeting option? We are using? Mobile purchasing behavior. What we need because of traffic campaign gets people to click. It is product focused. That means you need an image or demo video of your product or service, as well as a copy that describes the benefit of your product. Example. For this campaign, I will show you an example when I have one of my clients, so a Lockhart and Nicholas during Valentine's Day. This is what our ad will look like. If you are feeling ambitious, you can also create a video for your product like this one and run another campaign with all the same settings to see which one does better. Ready to start the campaign. Let's go. We are at the Ads Manager. Hit the Create button. Under consideration, select traffic, give you a campaign, a name. Remember the normal case, your product goal, location device. For my example, I will be helping one of my clients cell does Lockhart necklace. So my campaign name will be necklace CEO, USA mobile. Then give your ad set and add the same name for simplicity purposes, hit Continue. We are now at the campaign level since we're running events as now, while at the campaign level, scroll to the bottom and make sure that campaign budget optimization is turned off. This will allow us to manage our budget at the Ad Set level, giving us the estimates of our reach and clicks. Click Next. We are now at the Ad Set level. Under traffic, you should see websites selected because we're sending traffic to our website under budget, you can putting a daily budget that you are comfortable with it. I will start at $10 a day. Under audience, you can start inputting the demographics of your target audience. By now, you should be more comfortable and familiar with finding your target audience. So do that right now. When you're done, I have a surprise for you. We can run our traffic and paying with one tiny adjustment, a new targeting option, a new ice cream flavor. Let me first put down my targeting for the product I'm promoting. Since I'm promoting a necklace for Valentine's Day, I will be targeting people with the interests in Valentine's Day and must also match people in a relationship. Makes sense, right? Okay, now it's time for me to reveal a new targeting option to you. Typing Facebook payments. You can either select people who have used Facebook payments in the last 90 days or 30 days. What our Facebook payments. Currently, Facebook users can link their debit card to the Messenger app and send money directly to their friends in Messenger without leaving Facebook. So why do we care? If these people are willing and able to make payments with their messenger? It means they make quick and easy purchases on their phone instead of spending hours in front of their computer wondering if they should input their credit card or not when buying something. If you can come up with a good offer for your products, these are the people most likely to make a quick purchase over their phone. You can imagine what this can do for your mobile sales, right? So if you do decide to use this targeting option, just keep in mind that the target size for people who use Facebook payments is small, around a million people who use that in the past 90 days. If you narrow down and select it as an option to target, that must also match depending on your niche, you might get a warning prompt like this. Remove detailed targeting options to avoid 0 link clicks. Facebook is telling you the targeting audience is just too small. This is why, if you're going to use this targeting option, don't narrow down, but just add it as one of the interests you are targeting. Okay, great. You can experiment with a detailed Targeting expansion option to see if your ad will improve. But for me, I noticed that our potential reach is 2.6 million people. That's a lot of people. So I'm going to adjust the age range and target younger people, let's say, from 21 to 25. And it makes sense because people who have been in a relationship for a long time aren't as excited about Valentine's Day. So it's a good idea to target younger people in a new relationship who still buy gifts for their holiday. In the language section, you can select English, the US version. Under replacement, select Manual placements, and make sure that Facebook news feed is selected. That's virtual real estate that we always want to target. Since you are an events advertiser now, you can consider slowly adding new placements for your ad, such as the Facebook marketplace, Facebook stories, and the search. These are three new placements that I suggest you start experimenting because you can get more engaged eyeballs from these three locations. As you hover over them, it will tell you the suggested add size to use. Since I gave you three new placements to try, let me give you two placements to avoid. Avoid the Facebook video feeds and Facebook right column. For now, a person watching an interesting video on Facebook usually gets annoyed if they see an ad and will usually tune it out. Similarly, most people ignore the Facebook right column. So unless you have a really catchy photo or very compelling headline, it will be a waste of money right now. In terms of Instagram ads, we will talk about them in a later episode, because the best ads to run on Instagram or native ads, and running those ads, take a bit of research to come up with an appropriate image and copy. So we will cover that at a later date. After selecting Manual placements, I noticed that our targets, I dropped down to 120 K. We could try that audience. But for me, just on the safe side, I'm going to increase the age range just a bit more to get more reach. How bout 21 to 35, 390 k potential reach. That's good. This is a great example to show that when setting up your campaign, you have to constantly make adjustments to get the audience definition. Just right. Click on Show More Options. Under specific mobile devices and operating systems. Makes sure all mobile devices are selected. Click Next to continue. We are now at the add level. Make sure the page that you will be hosting the ad is indeed what you want. Then upload your photo or video of your ad. If you're using video, the best video ads demonstrate the product as it is being used. For me. I will just upload a photo ad. I like this photo of the necklace because it is super clear. A lot of negative space. It will definitely stand out in a busy feed. You can allow enhancements to it and click Done on to the primary text. Here is an advanced copywriting secret. Emotion sells logic. Doesn't. People buy things with emotion and justify it with logic? So what's one of the best ways to trigger emotion? Especially in this case, when we want to remind people of their lover. Use a meaningful quote, in this case, a romantic quote. So when I went onto Google typing relationship quotes and found this one, the wrong relationship teaches you how to recognize the right one. When it arrives. You agree with this quote, right? Triggers emotions. That's why you will continue reading and give this add your full attention. So I stole this quote and use it to start my primary texts. Then I end the copy by saying, this Valentine's Day, show your love. They are the one and they are here to stay, get this Lockhart necklace and combine hearts today, free shipping. And for the headline, we use something compelling. 50 per cent off. In the next 24 hours. I will skip the description and then adding my website URL. Then select an action oriented call to action. I have a choice between sharp now or good offer. I like a good offer more because it's just one offer and it is time sensitive, so I will select that. And finally, under Tracking makes your website events is checked and your Facebook pixel for that product or niche is selected. When done, hit Publish. Congratulations, you've just completed your first traffic campaign. Awesome, so happy for you. Here is a bonus psychology trick you can use depending on your product and the holiday you are promoting it. This might also work for you. For me the day after Valentine's Day, I ran this ad again with all the same settings, except I used this video. If you use a video for your ad, they use a photo this time, the key is a switch it up so your audience don't see the exact same ad for the primary texts. Say something like, for most people, after Valentine's Day, everything goes back to normal. But what if it didn't surprise your love with the one more gift? Put this on their neck and say, every day with me is Valentine's Day. Wait for the reaction. Winking face. The copywriting everyday with me is blank and holiday is what makes this catchy Sales Message work. This is a secret trick to make your holiday dependent product still relevant after the holiday. My client and I use this strategy to squeeze more sales from the same product when other sellers move on to something else. So try it today. 38. 38 Advanced Page Likes Growth Campaign Vid: Welcome to the events page likes growth campaign. Here is the mission briefing. What we're doing, getting extra likes to our Facebook page. Why are we doing it? Building social proof for our business on Facebook and creating a pool of audiences that we can retarget later on. People who liked our page, our warm leads because they know who we are and have shown interest in our business. Who is this great for people who wants to establish their business online? However, Facebook help. Facebook would deliver our ads to people most likely to engage with content. Targeting option. We are using broad interests or behavior. What we need. Because the page like campaign encourages people to engage. It is niche, focused, community focused. That means you need a short one-minute video explaining the value you're providing on your Facebook page. After spending hundreds of dollars testing and optimizing page likes campaigns, I test that photo ads, video ads, Carousel ads and slideshow ads. I found that the best campaign that got the most likes with the lowest ad spent was by using a video ad. And it makes sense. A short video really helps you connect with a stranger who is considering following you on social media. Now, I do understand some of you are not into making videos and don't want to put yourself in front of the camera. That is totally understandable. In this case, you will need five images of content shared on your page. We will simply turn them into a video slideshow. Just make sure the five photos has a lot of visual appeal and our format it into a square shape. Example. For this campaign, I will show you an example of when I grew my Facebook page, teaching people how to run Facebook ads. This is what our ad will look like. Once you have everything ready, Let's go. We start at the Ads Manager. Hit the caret button. This time we want engagement. So for the campaign objective, select engagement. Then select page likes, hit the down arrow, and give your campaign a name. The name should be pretty straightforward. Name of your Facebook page plus the word alike. So for me, I will call it easy. Fb adds page likes. You can also give your ad set and add the same name for simplicity purposes, hit Continue. We are now at the campaign level since we are running a vans as now, while at the campaign level, scroll to the bottom and turn off campaign budget optimization. This will allow us to manage our budget at the Ad Set level, giving us estimates of how well our ad will perform. Click Next. Now we are at the Ad Set level. Make sure the page that you want to promote is selected. You can see I'm promoting my easy FB adds page. Oh no funny node. It is interesting that I'm running a Facebook ad, promoting my Facebook page about Facebook ads. That's what I call it adsorption, a dream within a dream within a dream and add, teaching people how to run ads. Isn't that hilarious? Okay, joking aside. Since you are now and advance advertiser who had a chance to run some ads and figured out your target audience. You can be more generous with your budget. For me, I'm gonna put down a budget of $20 a day. If you want to go slow, no problem. Put down a value that you are comfortable with. Scroll to the audience section and target the people who reacted well to your conversion campaign that we ran previously. The idea is if these types of people are likely to click your ad and become a lead, they should have no problem liking your Facebook page. For me, I'm going to stick with my entrepreneurial targeting, which is ages from 25 to 55. And all genders. A word of warning. There are some Facebook ads instructors out there who recommend targeting third world countries to get cheaper likes. In fact, years ago when I started Facebook advertising, I tried their strategy for one of my pages. You can see I was able to get over 22 K likes and followers. And it cost me around a few cents per like. But there is a catch. People from the third world countries tend to be more frugal with their money. There is a tendency for them to like your content but never buy. So you have to ask yourself this question. You're growing your page just for social proof and popularity? Or are you growing your page to sell products and retarget sincere customers? If your answer is the latter, then do not target Third World countries. Makes sense, right? For my example, I'm only interested in sincere customers who is willing to buy my products. That's why I would target people in the United States for now. Now in terms of detailed targeting, because we are just promoting our Facebook page and now promoting a specific product or service, we can have a broader audience. So stack your interests and behaviors together without narrowing down. I'll show you what I mean. If I were to narrow down and said, I want to include people who matched the entrepreneur interests and must also match the small business owners behavior and must also match the Facebook page admins behavior. You'll see we have an estimate a page likes between 14 to 42. But if we did not narrow and just include the three targeting options, entrepreneurship or small business owner or Facebook page admin. We get an estimate of page likes between 35 to 101. Why in a page likes campaign, it's better to run and include targeting campaign and not a narrow targeting campaign. Also know that since we are just getting page likes, there is no need to target people based on their income level. You get better results. If you don't target special income level groups. You can experiment with a detailed Targeting Expansion to see which gets you more legs. But for me, I see that we are already targeting 48 million people. So I'm going to leave this unchecked. Leave the language section blank. In the info you'll see it says, enter a language to show your ads to people who use a language that isn't a comment to your location. Otherwise, leave this blank. Under Connections. Click the drop-down arrow and select, exclude people who currently like or follow your page. Because we don't want to waste our money showing us the people who already liked our age makes sense, right? Under placements, select a manual placements and make sure only the Facebook news feed is selected. In the future, you can experiment with more placements, but you want to show your ad to more places only if it's a winning ad. No sense showing a possible losing. Add two more places, right? And lastly, if this is the first time you run a page likes campaign, you can leave the cost control option blank. This basically sets how much you are willing to pay max for alike. If you have never run a page like campaign, you wouldn't know how much you are willing to spend for like yet. So you can leave this blank. After spending hundreds of dollars testing, you can see I was able to lower my ad spend to an average of $1 per Lake, which is a benchmark you can aim for. If you're spending close to $2 per leg, then it might be too expensive. Just for your information, google states that an average Facebook would charge you around $1.07 a pearlite. This of course, depends on your ad and your niche. So in the future, you can consider adding a cap here. But right now, you can leave a blank just to see what happens. Click Next. We are now at the add level. Under creative. We will be uploading five of your photos and turning them into a slideshow. So click, Edit and select it, turn into video. You can upload the five photos here and arrange them in a certain order with a cover photo first, you can see I already uploaded my photos, so I will click them in the order in which I want them to appear. You can also select a template that you like. For me, I like to swipe template because it's simple and pleasing to the eye. Hover over the template and click on Edit. You can pick which transition you like and how many seconds per scene you want. For me, I like to add a fade that to my transitions to make it look smoother. And I'd like to select two seconds because the picture changes are quick to catch people's eye, but not too quick. You can press play to check out what it looks like. Look nice, right? When satisfied, click Create Video. Give us some time to load onto the primary texts. Once again, because this is just a page likes campaign, we can keep it simple. I like to ask a simple question and tell people that the solution to the question is to like my page. I also like to mention how often I will be giving them value and that it is free. So my example is one to learn how to run Facebook ads the easy way, like my page for weekly free marketing tips and tricks with Facebook ads. Short and straight to the point. Now that the slideshow is done, you can click it to see the final product. This is way better than a static photo. It looks interesting enough to make someone pause and look at your ad. Lastly, we can uncheck website events because this ad takes place on Facebook and will not be taking people to your website. This will also mean that it will not be affected by the iOS 14 update, which is awesome. When done, you can hit publish and congratulations, your page likes campaign is done running for a few days and see if it does well or not. If it doesn't do well, come back in here and make some changes. But if it does well, then let it run to collect likes so that we can retarget these people later on. 39. 39 Advanced Brand Awareness Campaign vid: Welcome to the events, the brand awareness campaign. Here is the mission briefing. What we're doing, getting people who don't know who we are to visit our Facebook page or visit our landing page. Why are we doing it? Increasing our reach, getting leads and warming them up so that we can sell them stuff later on. Who is this great for? People who want to grow their influence and get your brand name known in the marketplace. How will Facebook help? Facebook will deliver our ads to people most likely to be interested in our content. What targeting option are we using? Profession or job title targeting? Most advertisers. I think brand awareness is just creating an ad about your brand and posting it everywhere to get people to care. Events, advertisers know that brand awareness only works if you make your brand relevant to your target customer. And that is what we are going to do today. Target a specific profession and explain how our brand will improve their life, what we need. Because a brand awareness campaign introduce complete strangers to your business. It is customer-focused. That means you need an image that people can immediately relate to. So a picture of yourself or your products will not do the job. The image you will be using will be a stock photo of the profession you are targeting. If you are targeting doctors, use a photo with smiling doctors. If you are targeting lawyers, use a photo with smiling lawyers. Example. For this campaign, I will show you an example when I promoted my Instagram for Business course to dentists. This is what our ad will look like. Ready to start the campaign. Now, okay, Let's go. We are at the Ads Manager. Hit the Create button under awareness, select brand awareness. Give your campaign a name. Since we're going to be targeting a specific profession, the profession should be in the name I will call my campaign. Instead, business, be a dentist. Brand awareness ads are shown on mobile devices, so we don't need to have a word mobile in our campaign name. Then give your ad set and add the same name for simplicity purposes, hit Continue. We are now at the campaign level. Scroll to the bottom and make sure that campaign budget optimization is turned off because we want to control our budget at the Ad Set level. Click Next. We are now at the ad set level under budget, put down $1. If you're wondering, whoa, really do only a dollar a day. Are you serious? Why such a small budget? The reason is a brand awareness campaign is all about constant reach. So the strategy is to leave this campaign running in the background for weeks and maybe even months. This is why you don't need to spend a lot. $30 per month is what we are going for. We're going to have Facebook continue to introduce your business to people day and night. Under audience, you can start inputting the demographics of your target audience. Since we are targeting a very specific individual, age must reflect their profession. I am targeting dentists, so I know for a fact that they need to be at least at 30 years or older. There's no 80-year-old dentist or there, since I'm promoting a course, a service that will show them how to get more patients and more business. I don't want to target people who have been in the profession for more than 15 years. As in, I don't want to try and convince a 50-year-old dentist that he needs to improve his business. This is a psychology secret. People who have been at their job for a long time are stubborn and are not likely to be willing to change, trying to convince them to do anything. It's gonna be hard work. No, we will rather spend our energy and money targeting people who just started their profession and are looking for ways to grow and improve. Makes sense psychologically, right? So I will select an age range between 30 to 45, all genders. Once you get to the detailed targeting, you can consider starting with an education level targeting first, typing doctorate degree. Yeah, that's right. This is a new targeting option I'm introducing to you. And yes, it is another ice cream flavor. This is a demographic option that will immediately help you find professionals in their field. After that, you can narrow down and select a specific profession you are targeting. You can see when I select dentist, the potential reach goes down to 6 thousand people. That's a very small sample size. So it's a good idea to include different kinds of specialties under the main profession. So when I start to add cosmetic dentistry, pediatric dentistry, restorative dentistry, and so on, the potential reach will increase. Sends a brand awareness ad is very specific. Thing is targeting. We do not need to aim for a 500 K audience. We can go for around 20 or 30 K is fine. Normally under options, we will click connections and exclude people who currently like or follow our page. But since this is a brand awareness ad, we actually will leave this unchecked because we also want people who are familiar with your business to see this ad. The key is to constantly remind people that your business exists and is relevant. This also means under placement. This is one of those rare occasions where you will listen to Facebook's recommendation and keep the automatic placements selected. Because our goal is reached as much reach as possible. You want this ad to be shown everywhere. Click Next to continue. We are now at the add level. Make sure the page that will be hosting the ad is indeed what you want. Then upload the photo of your head. Remember, a brand awareness campaign works best if it is customer-focused, it's not about your products and services, but how you understand the customer. That's why we want to find an image that speaks directly to them. One of the best stock photography websites I'd like to go to Images is unsplash.com. We want to find an image that represents the positive side of their profession. Ideally, people wearing certain outfits related to the profession who are smiling towards the camera. The feeling we are going for is you want your target audience to say, Hey, that's me, am I career? When they see your ad? For me, I will use this image very positive and pleasant. Onto the primary text. Here is an event, is a copywriting secret, a way to capture a complete strangers attention and make them want to read your copy is to praise them first, compliment them on their work or how far they have come. For my example, I will start with something like, you have an amazing practice and you have worked hard to get to where you are. You deserve more patients. Let's work together and use the power of social media to invite people to your office on autopilot, grow your practice and influence at the same time without being tech savvy. Tap the photo and I'll show you how. Notice how I don't even mention my Instagram course or showed an image of what my course looks like. Why? Because nobody cares. A smarter brand awareness ad is all about the customer. I have to show I understand them and care about them way before even mentioning my business. See how this works. Below the primary texts, you'll see an option for you to add a website. If you do, people who tap your ad will go to the website. Otherwise, they will go to your Facebook page. The main difference between a travel guide and a brand awareness add is that for traffic campaigns, facebook is showing your ads to people who are likely to click a link and leave Facebook. Before brand awareness ad, the ad will be shown to all different kinds of people who don't necessarily have that tendency. So it is completely up to you if you want to send them to your website or not. If you do, make sure your website is a landing page and it is clear what you are offering and it is easy to obtain to your business. For me, I will leave this blank and just send people to my Facebook page. If you are sending people to our website, under Tracking makes your website events is checked and your Facebook pixel for that product or niche being promoted is selected. When done, hit Publish. Congratulations, you've just completed a very smart brand awareness campaign. Only a small percentage of people know how to run ads like this. And now you are part of it. Happy to have you on the team. 40. 40 $1000 a day Retargeting Campaign Vid: Welcome to the events retargeting Campaign. This is a very special episode I made for you because I will be sharing a campaign secret that one of my clients and I used to make $100 a day selling E-commerce and affiliated products. I was able to get more clicks and conversions and my sales doubled in a single weekend from an ad that I recently ran. With his permission, I'm allowed to share with you one of the ad creatives. He used a video. Here's a strategy. I call it the bait and catch strategy. We will be running two campaigns. The first, a post engagement campaign, promoting a post on your Facebook page. The second is a retargeting ad targeting everyone who interacted with that post and your Facebook page. Sounds simple right? Here is the real secret of why this strategy works so well. One of the products that my clients cells is small dog beds. And unlike a traditional ad that promotes a product, asking people to buy, the first ad that we will run is disguised as a viral post, something entertaining and helpful that gets tons of views, likes, comments, and shares. The ad, will secretly and indirectly be promoting a product, in this case, a dog bed. Here is example, is a video of a Chihuahua trying on different beds. And the video proceeded to explain the pros and cons of each. It's cute and adorable. And if you own a two hour, you will most likely be interested and curious. This video acts as a bait to get people interested in the content to start liking, commenting, and sharing the posts with their friends and fellow dog owners. It is also important to know that we don't sell anything in this video. This is extremely important. We don't even tell people which bed we suggest to our owners buy or which bed the Q2 our itself likes best in the video, this is crucial. If you start selling in this video, your engagement will drop. It will no longer be viral because people don't like to share sales videos with their friends. Once we have allowed the ad to run a few days and collect tons of engagement. We will run a second ad campaign, this time giving the results of which bed is the Chihuahuas favorite and our recommendations as to which bed to buy. Then we add a link to by the bed at our e-commerce page or affiliated page at a discount. This ladies and gentlemen is the retargeting ad re-targeting everyone who has engaged with the first ad disguised as opposed. This is where we will catch the interests, the customers that we baited with the first post. Bait and catch. Clever strategy, right? Okay, let's do a walk through and set up these two campaigns for you. Starting with a bad campaign, which is the post engagement campaign. We start at the Ads Manager, hit the caret button. Under consideration. Select engagement. And under engagement, select post engagement. Give you a campaign, a name, sticking to the product, go and location normal case here. I will call my campaign dog bed, viral. And big five. What is the big five? And don't worry, I will explain soon. Give your ad set and add the same name for simplicity purposes, hit Continue. At the campaign level, make sure that campaign budget optimization is turned off. We are running a vans ads now. So this should be second nature to you. Right? Click Next. At the Ad Set level because we are more familiar with running ads and know what we're doing. We can start our budget at $20 a day. The reason being we want to hit the ground running, get as much engagement as possible. Betas many people as possible. If you're not comfortable with $20, that you can start slow. Just keep in mind, money loves speed and viral reach is what we are aiming for. Under audience is time for me to share the thousand dollars secret. Target people who live in the big five. What am I talking about? After years of running Facebook ads and YouTube ads, my clients and I discovered that we made the most money from people who live in these five countries, United States, Canada, United Kingdom, Australia, and New Zealand. These people have money to spend and are most likely to spend it buying products online. You want to try selling to these markets first. Awesome. That's why we call them the Big Five. So add these big five countries into your locations to target. Once you get to the age, gender, and detailed targeting, select a target audience that have given you the best results in your previous adds. A word of warning. Now is not the time to test audiences. You should have a list of the demographic and targeting options that have converted well for you in the past. Use that here. For my example, you can see I have chosen for interests. Layer on top of the other, the person I'm targeting, nice to have an interest in Chihuahua and must also be interested in dog toys and dark colors and dog food. This will filter out people who likes to ours, but don't actually own one important, right? If you are interested in dog toys, interested in dark colors, and dog food, come on, you must own a dog, right? You can experiment with how many interests to layer on top of each other, but don't overdo it. You want to reach that's at least a couple of thousand a day. As for the detailed Targeting Expansion option, it depends how confident you are about your viral video if it is well-made and you know for a fact that dog owners will love it. Then select a detailed Targeting expansion. We want the max amount of eyeballs on it. For languages, since we are targeting in international markets now, select the English are under placements. Keep automatic placements selected. We want this ad to become viral, so we want to show it everywhere. If you find your aspirin gets too high for you, you can always come back here, choose manual placements. But once again, we want to hit the ground running with a burst of engagement. Click Next to continue. Under Add setup, you can select, Use existing post that's already on your Facebook page or create an ad. Since we haven't created one yet, select Create Ad. Now upload your video onto the primary text. This is gonna be the simplest primary texts you have ever written. Since this is just a viral video, all you have to do is to ask the question. For me. I will ask the question, which dog bed will Your Chihuahua like, vote. Now, our two hour, we'll make a second video of your topic. That's it for copyrighting. The key is to get people engaged and let them know that another video is coming. Doubling the incentive to participate, to like to comment and to share. Clever right? Now in terms of the call-to-action, here's one of the biggest secret in making this post go viral. Do not add a button. The secret behind this strategy is we want this video to appear like a native post. Adding the Learn More button will make it look like an ad and people are less likely to share an ad. Check this out. Which posts are you more likely to share with a friend? The one that looks like a native host, or the one that looks like an ad. The Learn More button just suddenly make it look like an ad, right? So don't add a button. Lastly, we can uncheck website events because this ad takes place on Facebook and we will not be taking people to our website just yet. This will also mean that it will not be affected by the iOS update, which is awesome. Hit Publish. And we will be done with our post engagement paid campaign. So how are you doing? Hope you're not tired yet, because we got an exciting second campaign to run. Alright, onto the second campaign, the retargeting catch campaign. At the Ads Manager, smash the caret button under consideration, select traffic. Your campaign name should be straightforward. Product and action. The goal CTA, mine would be called dog bed retargeting. Sales. 50 per cent of naming your campaign like this will let you know right away the compelling reason you are giving for buying your product now, it's 50% off. Give the same name to your ad set and add. Hit continue. The campaign budget optimization is turned off. So click Next to continue. We will be sending people to our website to purchase our product. So the website option is selected. As for our budget, you can consider doing a lifetime budget this time. The difference between a retargeting ad and irregular add is that retargeting ads are constantly running in the background, reminding people of your offer for a period of time. So for me, I will put down a lifetime budget of $50 and have it run for about a week. Facebook tells you that you won't spend more than $50 during the lifetime of your ad set. Your spend more on days with more opportunities and less on days with fewer opportunities. Now, here's the most exciting part of the setup process. Retargeting your audience or audiences, click, Create New, and select custom audience. We are targeting people who interacted with our Facebook page. So under Facebook resources, select a Facebook page and click Next. Make sure the page that hosted your viral ad is selected. Under Events. Select people who engaged with any post or add. Facebook tells you these are people who have taken an action on a post or add, such as reactions, shares, comments, link clicks, or carousel swipes. This is what we want. We don't want people who just like our Facebook page and left our page. No, we want people who are actually actively engaged with our viral post. This is important and it makes sense, right? And for the retention time, you can select a 14 days. This means facebook will keep these people in this audience for, for 15 days before removing them. Ideally, you want to target people within three to four days after seeing your first viral post. Anything longer, one work as well because they would have forgotten about your viral post or even sees the care. So we're keeping it 14 days just to be safe and just in case you want to run another ad campaign targeting these people. I will call my audience dog bed engaged viewers. Then smash the Create Audience button and click Done. Congratulations, you just created a retargeting audience. You should really be proud of yourself right now. Now, many people can make it this far. And the fact that you are an advanced advertiser should really make you feel good about how far you have come. Big hugs. Facebook will take a few minutes to load this audience. In the meantime, let's finish up this campaign so we can have a few drinks. Yeah, wha, what I love about setting up retargeting campaigns is you can leave all the audience demographics, and detailed targeting at the same default settings. Because we are simply showing our ads to people who interacted with our viral post before. It doesn't matter their age, gender, location, interests, and so on. Simple and easy. Okay, leave the placements in automatic and under optimization and delivery, makes sure the link clicks option is selected. We want Facebook to optimize our retargeting ad to people most likely to click on it, click Next to reach the ad level. Now, since I signed the NDA non-disclosure agreement with my client, I am not allowed to show you what he used for his retargeting ad. So I will just choose a generic photo to represent the adequate relative. The key here is to make a short video with the same style as the viral video, except this time you do mention this specific product. You recommend its benefits, why your customer love it, why the Chihuahua lover? Why people need to take action right now to buy it? It's 50% off. For the primary texts. Keep it simple. People are already engaged and inspired by your viral post. They are just looking for a reason to buy. So give them a reason, right? Something like and the results are in U and my chihuahua both pick the anti-anxiety, calming doggy bed. This is why we made it available to you for 50% off, for a limited time. Enter a coupon code, doggy sleep now and get this exclusive offer right now. It's a good idea to tell people to use a specific coupon code because that makes the offer feel exclusive as if they are truly getting a special onetime deal not found anywhere else. We will use the psychology trick in our headline as well. So our headline will read, inter doggy sleep for 50 per cent off now, into the URL of your website. And for the call to action button, select something that is action-packed. We want people to Smasher been with intention, select a good offer or sharp. Now, finally, make sure your website events is selected and your pixel is selected because we do want to track all visitors to our website so that we can re-target them with even more ads in the future. Well done. Smash that Publish button. Congratulations, you have just completed your first retargeting campaign. Make sure to try this bait and catch strategy because it is one of the most effective retargeting campaigns you can run on Facebook. And best of all, it's re-targeting people who interacted with your posts on Facebook. So the iOS update gotten nothing on us. Cheers to your next $1 thousand days.