Facebook Ads & Instagram Ads Masterclass for Shopify eCommerce Businesses 2022- The Ultimate Guide

1. Introduction : Hi there, I am rehab and I have been helping e-commerce brands to create their business foundations and scale their says for over eight years. In this course I'm teaching you step-by-step how you can scan your business with f power of Facebook and Instagram ads. If you want to know more about me, you can always check my account profile at my YouTube channel. I said they're free content to help you grow your business. If you want to work with me to grow and scale your business, check out the services I offered on my website. I know that running ads can be costly and the challenging and that many people spend thousands of dollars without getting any results. And this is exactly why I tell my clients to postpone running ads until they have the needed and the right knowledge. I've worked with people and the grants from all over the world. And I have noticed that people who fail at Facebook ads are people who rush into running ads without knowing anything about marketing or sales, or without knowing and understanding well the Facebook and Instagram algorithm and how it works. And without knowing how you can use Facebook and Instagram in order to find that potential customers. Most people, especially at the early stage of their businesses, they rush and to running Facebook ads without acquiring they needed the skills or the needed knowledge. They spend some hundreds of dollars. There may be some thousands of dollars. They don't see any results, they give up and they claim that the platform doesn't work, but this is not true. Millions and millions of brands are using Facebook and Instagram daily to drive traffic to their stores and make seeds. You can be one of them. In this course, I'm going to show you exactly how to do that. Yet after year, Facebook and Instagram ads are becoming more and more challenging. That's why if you want to succeed with your ads, you must know what you are doing. You must know how you are spending your money. And if you are spending your money in the right way, last year after IS 14 update, many people stopped running ads. Many people were scared. Things were very blurred and this is totally fine. But now we have found solutions. We have found ways in order to still run successful ads. Maybe now the ads are more difficult than before. And this is an additional reason of why you need to learn Facebook ads in the best way possible. This is an additional reason of why you should be enrolling in this course. This course is meant to teach you everything, literally everything you need to know in order to an unsuccessful Facebook Ads campaigns. I've spent months and months preparing and recording this course because I wanted to offer you the best course ever about Facebook and Instagram ads. I know that running a business is not easy and I know that you have so many hats to wear, but believe me, learning Facebook and Instagram ads is an essential skill for your business. You can't grow your business unless you are always bringing fresh and new traffic to your business. And you can do that through organic traffic or through paid ads. And you must be diversifying. You'd have channels. You always need to keep all the doors open if you are looking to create a sustainable, strong e-commerce business, organic traffic might not be enough if you are looking to scale your business fast. If you have the budget and if you have the wheel, paint ads can be exactly what you are looking for to scale your business and take it to the next level. I structured this course to be for anyone and everyone, whether you are a complete beginner or if you already have a prior knowledge with Facebook ads, this course is perfect for you. Now let me walk you through the different parts of this course. You will know exactly what you are going to learn. The first section of this course is dedicated to help you understand Facebook ads, figured out if they are a good option for your business and discover the e-commerce is fun. In addition to that, we will cover the different entities that might lead people to your store and how to translate this into your ads. We will finish this part by an overview of how you should be preparing your store AD business to receive traffic ads and ensure good results. Because understanding the platform you are using is essential in order to run successful. In the second part of this course, we will talk about the iOS 14 update and how things changed after this update, and what are the things that you need to do now? Now moving to part three of this course where we will tackle the technical side of running ads. I will show you how to create your business account and help you to get more familiar with it. Then I will show you how to set up your pixel and link it with your Shopify store. And finally, we will see how to set up your Facebook ads account. In part four, I will take you deeper into the Facebook algorithm, and I will show you how this algorithm optimizes and delivers ads. This section is extremely important because when you understand the algorithm, you can give it exactly what at once. You will learn everything you need about Facebook ads campaigns. First, you will discover that different campaign types and the perfect campaign structure. Then together we will create your first ad campaign. I will explain to you that different campaign objectives and how to choose the right objective for your campaign. After that, we will explore the different strategies you can use for your ads and you will see how to define your goals and budget. In part six, we will tackle targeting or in simpler words, the magic behind delivering your S that I'd customers. I will start this part by teaching you how to define your potential customers, how to discover that objections and find these objections. And finally, after defining your potential customers, well, I'm going to show you how you can reach those customers through Facebook. In Part seven, you will learn everything about writing highly converting adds, this section is all about your ad copies. We will discuss every line you write that and I will show you a sense and tenth of examples and inspirations to learn from. I would also give you some easy to use. Fill the blank template, start with. In the eighth part, we will talk about creatives. This includes ideas, inspirations, formats, and more. In this part, you will find detailed tutorials to create an attitude ads by yourself, creatives at one of the most critical factors for your ads success. That's why this section has over then 15 lectures to cover everything you might need. In part nine, I will show you how to set up your first ads campaign. I will take you over all the details and the available options inside of Facebook Manager. And I will show you how to choose the right options for your business. Now moving to pattern, and it's all about how to analyze your campaign results and how to read them correctly. In this part, I will show you all the metrics within Facebook and outside Facebook that you need to follow. And I will explain to you how to read each one of these metrics. And I will show you how you can optimize your campaigns in the best way possible. In part 11, I will show you how to use Facebook ads to reach out for people who engage with your brand before and visited your store without buying. We call those retargeting campaigns, and they are meant to remind your past visitors of the products they haven't purchased yet. Retargeting campaigns are very powerful and each ad account should have at least one retargeting campaign. By 12 is educated to show you how to scale your campaigns and how to move your business to the next level using Facebook ads. The last part of this course is part 13, and this part is meant to reply to all of the common questions you might have in mind. It's a section of that I will keep updating every time a new topic comes out. When I finish this course, I taught myself, I wish I had this course when I first started running ads years ago. This course is perfect. It has everything you need in order to run successful ads. That's why I highly recommend you to enroll in this course. Now, I highly recommend you to learn the skill running successful as for your business, is an essential step towards scaling and growing your business, you can't only rely on the organic traffic, it's limited, it slow. Sometimes the algorithm will kick you off. The only way to be consistent is to diversify your traffic channels. I can't think of any moment better than this exact moment for you to learn and master Facebook and Instagram ads. If you are looking to grow your business, if you are looking to create a sustainable, strong e-commerce business, learning Facebook and Instagram ads is essential. This is exactly what you are going to get from this course. A role now, master Facebook and Instagram ads and start scaling your business and a few hours if you have been struggling for years to understand how to run successful Facebook or Instagram ads. This course is perfect for you because it will show you exactly what you were doing wrong and how you can fix that. If you are totally new to the two platforms. This course is also perfect for you because it will show you exactly how to start and that way, it's a step-by-step guide toward mastering Facebook and Instagram ads. Stop wasting your time enrolling in this course. And inside of it, you will find everything you are looking for. Finally, before moving to the next lecture, I want to remind you to follow me here on Skillshare because in this way you will get notified each time I published a new course. And I want to invite you to follow me on Instagram and to subscribe to my YouTube channel, and to check out the services I offered on my website if you are interested in hiring me in order to help you grow and scale your business. Now let's move to the next lecture and let's start learning and messaging. Facebook and Instagram ads. See you in the next texture by y. 2. How Facebook Ads Work: Hi there and welcome to this lecture. And this lecture we are going to talk about how Facebook ads work. And we are going to discuss two main things. First, we are going to discuss why do people go to Facebook and Instagram in the first place and second, we are going to discuss how Facebook collect data and use it to run successful Facebook Ads campaigns. Let's start first by talking about why do people go to Facebook? But first, there is a very important note that I want to talk about running successful Facebook Ads campaigns, in my opinion, is extremely related to your understanding of the platform and how it's designed. In my opinion, if you don't understand how Facebook and Instagram work, it would be very difficult for you to be able to run successful Facebook Ads campaigns. Because only when you understand these platforms and why people use them, you will be able to create ads that can go viral and that can perform very well. I'm going to talk more about this through this lecture so we can understand more what I'm talking about. Well, first you must always keep in mind that Facebook and Instagram are entertainment platforms. If you go to Facebook in order to communicate with your family and friends, you go there to check their photos and know their latest updates. You go that maybe to check the latest news and society updates. Maybe you go there to check out your favorite celebrities or maybe your favorite series and stuff like that. You go to Facebook in order to have fun. You go to Instagram in order to have fun. You don't go to Facebook and Instagram to shop. Because if you want to buy something, most probably you would go to Amazon or maybe eBay. Facebook and Instagram are not shopping platforms. They are social media platforms. Well, It's true that things have been changing in the last two years. And Facebook and Instagram have been pushing towards making these platforms more like shopping platforms. That's why, especially on Instagram, we see a lot of shopping features like in stories or maybe Instagram shop and stuff like that. Well, it's true they are pushing towards becoming shopping platforms, but until now, and in my opinion, for a long time to go, they would remain social media platforms because this is the main reason of why you go to them. We are addicted to Facebook and Instagram because you want to have fun in there. Okay, So Facebook and Instagram are different than Amazon and eBay. And understanding why people go to Facebook and Instagram will help you to understand what kind of ads you should be running. Now that you understand this, let's move to see how Facebook quirks when Facebook gathered data about their users and use this data to predict who are your best customers. I'm going to explain this more. While Facebook collects people behavior and data on Facebook and Instagram, as well as on your store or on any other website that uses Facebook pixel. Well, Facebook Pixel is a piece of code that you can put on your store and that anyone can put on their websites. And this piece of code help Facebook collects data and gathered about you and about any internet user. This means that if, for example, I go to a website and I start, for example, checking out iPhone covers. Facebook will know that if I add an iPhone cover to my cart, Facebook will know that if I read a blog post on your store, Facebook will know that Facebook will be collecting all of these data, all of these behaviors in order to predict what kind of ads I might be interested in. In order to understand Facebook pixel, just imagine it as a camera that's recording everything happening on your store or on any other website. That through power of Facebook lays and its ability to track people's data and behavior and estimate what they need and what they are looking for. Let me give you a small example. Let's say for example, I decided to go visit Istanbul next month. I would go to Google and start searching for things related to Istanbul. Maybe I would search for restaurants, maybe for places to stay and stuff like that. And I'm pretty sure this happen to you before. Suddenly you will see that all of your Facebook news feed and Instagram news feed and even your stories are about things and stumbled. Facebook knew that you are interested about visiting Istanbul. That's why Facebook is now showing you all the ads that are related to Istanbul. Because Facebook can predict that you would be interested in these ads. This same thing can happen to any other kinds of products. So for example, if I'm interested about iPhone covers, Facebook will start showing me more ads about accessories related to iPhones and so on. This is exactly what makes Facebook and Instagram very powerful platforms when it comes to targeted ads. Now before finishing this lecture, there is still one more thing that I need to talk about. And it's all the changes happening in the market related to privacy. I'm not sure if you heard about that, but APA recently started a new update called iOS 14 update. This update changed how Facebook and Instagram word. I'm not saying that everything is now totally different, but things have changed. Facebook pixel, for example, is now less effective than before. To fix this problem, facebook introduced a new form of technology to collect data called conversion API. We are going to talk about all of these things through this course. We are going to talk about the new updates that changes that happened and how you can still run successful Facebook Ads campaigns in 2022 and in-depth future. This is it for this lecture and the next lecture we are going to talk about the difference between Facebook ads and Google ads and delete me next lecture is extremely important for you. Make sure to stay with me. See you there. Bye bye. 3. The Difference between Facebook and google Ads: Hi there and welcome to this lecture. And this lecture we are going to discuss the difference between Facebook and Google ads, but we are going to start this lecture with a very important note. This is a course about Facebook and Instagram ads. So whenever I say Facebook, I mean both platforms, facebook and Instagram. Instagram is a Facebook property and ads on Instagram, a run by the Facebook business manager. Well now Facebook changed the branding, Tomita or something like that, but it's still the same. We are still talking about the same platforms. We are still talking about Facebook and Instagram. So please keep this in mind whenever I'm saying Facebook, I mean both platforms. Now let's see what you are going to discuss in this lecture, where first we are going to get a more deep view about how Facebook ads work. Second, we are going to discuss the difference between Facebook and Google ads. And third, we are going to discuss why you should run Facebook ads. Let's start first by seeing how Facebook ads work. Well, this is a general overview, so please keep this in mind. We are going to discuss all of these things in details through this course. Well, in order to then Facebook Ads, campaigns, you start by creating the ad, which we call creatives. You create the ad, copy the image, maybe a video and stuff like that. Then you take these creatives and you saw them to your audiences. And you target these audiences based on the age, the sex, the interests that behaviors and stuff like that. Then you start running ads, you start up your campaigns, you start reading results, and you start optimizing. It's mainly a three steps process. You start by creating the creators. Then you move on to choosing your audiences. Then you move on to starting running your ads. Well, I know this is a very general overview, but it will help you a little bit to understand how Facebook ads work. Now let's discuss what is the difference between Facebook ads and Google ads. And this is something you must understand because it will help you to understand and to know what kind of ads might work best for your business. Now, we are seeing Google ads in front of Facebook ads and they are going to discuss them deeply. Well, Facebook ads, interruption ads. People see Facebook ads while they are doing something else, like watching Netflix or walking in the park or maybe playing with their kids and things like that. So you see Facebook ads whenever you are doing anything apps. This means that when you see these ads, you are not in the shopping mode. And this is true. Maybe you are in the grocery store, maybe you are watching Netflix, maybe you are colored in with your kids. You are scrolling down on Facebook or Instagram and suddenly you see an ad and this is it. These ads are interruption ads. They interrupt your other experience. They come suddenly. You don't have a bio again, tend when you see them, which is totally different than the case with Google Ads, because Google ads are based on user intent, people see Google ads when they type certain keywords on Google. So this means that when you see a Google ad, you are in the shopping modes. You went to Google, you type the keywords, you want to buy this product and you are now seeing the ads. You have the buying intent, you are willing to buy. They are not interrupting your other experiences. They are exactly replying to what you asked for. You want to buy something, you went to Google to buy it. And you are seeing the related ads. Google ads, we target people who are looking for what you are selling. But with Facebook ads, we target people based on their interests and behaviors. So let me give you this example. Let's say you sell vegan cantons. When you run Google ads, you will be targeting people who type, for example, on Google, things like vegan candles or begin candles online shop or big and soy candles and stuff like that. But when you want to run Facebook ads, you will be targeting people who are interested in veganism, candles or other big brands and stuff like that. So can you see that the finance, the first case, you are targeting people based on very specific keywords that express buying intense people who go to Google and type vegan candles or type vegan candles online shop want to buy vegan candles. They are very interested about buying these candidates. However, with Facebook ads, you are targeting people estimating that they might be interested about your products. You are targeting everyone interested in vegan candles. Are we going to brands and stuff like that? This is the main difference between these two ads. With Google Ads, you are 100% sure that the person who are seeing good ad is interested about your product. With Facebook ads, you are not, you are just estimating and relying on Facebook algorithm to see if this person would be actually interested about your product. Now, let's move to the second. Since your audience have the buying intent, it's easier to convert them from the first touch point. Since that person went to Google and typed Vegan candies or vegan candles online shop. So this means that this audience or this person is very interested in buying your product, so you don't need a lot of effort to convince them. However, with Facebook ads, things are different. Your potential customer or people who are viewing your ads might not have any buying intent. So you need multiple touch points to convince them. And I'm going to tell you something that enforce this idea and makes you more convinced about this idea. The bouncing rates of audiences coming from Google ads are used with the lower than the Gaussian grades of audiences coming from Facebook ads. This is very logical because audiences coming from Google ads or use believed very interested about your products. But this is not the case with audiences coming from Facebook ads. So this explains that difference and debouncing raids and also the difference in the conversion rate. You have to know that an audience coming from Google ads has usually a higher conversion rate than an audience coming from Facebook ads. As we discussed with Facebook ads, you need multiple touch points in order to be able to convert a potential customer. So you need your potential customer to see your brand several times before actually taking the decision and buying from you. Well, facebook estimates that you'll need 22 digital touch points in order to make the sales. So this means that on average, you need a person to be in touch with your brand in 22 times before taking the decision and buying from you. This is too much. 22 is too much. I know. Don't worry. This is not always the case. As a rule, people need between seven to eight touchpoints to convert. This is the average. This means that many people will need even more than a touch points and many other needs less than a touch points. Many people will buy from the first time, but on average, you need between seven to eight touchpoints to convert. Very few are the people who buy from the first touch points. This is very logical because think about yourself. Would you buy a product if you are seeing it for the first time from a brand that you don't know from my store that you didn't use before and so on. Mostly probably you wouldn't, you need first to trust the store, to trust the product, to trust the brand before making up your mind and buying the product. And this usually happens with many people. That's why very few are the people who would be buying from you from the first touch points. And also you have to know that the more expensive your products, the more touch points unit. And this is also very logical. If you are trying to convince someone to buy a product for $7, it would be way easier than convincing the same person to buy a product for $100 or $200. So the more expensive food product is, the more touchpoints you would logically in it. So just keep this in mind while you are running your ads. You have also to know that not all touch points need to be on Facebook, but until you capture the lid of your customers, which means the emails or the mobile numbers of your customers. All of the touchpoints that you will be creating, you will be creating on Facebook and Instagram. You have to keep in mind that all of the touchpoints that you are creating on Instagram and Facebook you are paying for because you are keeping running ads to create these touch points. But when you collect that ease of your customers, when you collect the email or the phone number of your customer, you will be able to create new touchpoints that they are way less expensive than the touchpoints you can create on Facebook or on Instagram. And we are going to talk more about this through this course. Now going back to the difference between Google ads and Facebook ads. And this is something you must know. Google ads are not scalable because the number of people typing our targeted keywords is limited. Even if you tried to estimate all the keywords that might lead to products, still, the number of people you are targeting is limited because the number of people who might go to Google and type your targeted keyword is limited. However, this is not the case with Facebook ads. Facebook ads are scalable because we are targeting everyone using Facebook we are targeting based on interests and behaviors. So this guy is your limit. You can scale your campaigns as much as possible. Where with Google ads, you can do that. You are limited to a certain number of people with Facebook ads. You don't have any limit. You can keep increasing your budgets and testing new things and testing a new audiences and keep scaling and scaling you would ads. Now after discussing all of this, Let's reply to the most important question, why you should run Facebook ads while, as I told you before, they are scalable. So you can put stewed ads in front of huge audiences. You have not limit, especially when you compare Facebook ads, the Google ads. And finally, if you want to make your business sustainable, you need to keep driving fresh traffic to your store. And Instagram and Facebook, the perfect platforms to do that because you can keep exploring new audiences and new markets all the time. Now that you know why you should be running Facebook ads, let's move on to read the summary of this lecture to make sure that you understood everything. Wet. First with Facebook ads target people based on their interests and behaviors. This means not all our targeted audiences have a definitive buying intent. So keep this in mind. Second unit, on average, eight different touch points with your customers to make a sale. Third, Facebook ads are scalable and they can help insanely grow your business forth. Facebook and Instagram are social media profiles, not malls or shops. So you'd asked, should be very creative and attractive in order to stop people from squatting or from doing whatever they are doing and focus on your product. Keep all of these four points in mind. And through this course we are going to discuss all of them in details and you are going to see how to actually respect these rules while running your ads. So that's it for this lecture and the next lecture we are going to discuss how to make sure that running Facebook ads is a good choice for your business. Make sure to watch the next lecture because this is a very important thing to do before starting your ads. Stay tuned and meet me there. 4. How to Know That Facebook Ads Will Work for Your Business: Hi there and welcome to this lecture. And this lecture we are going to see how to know that Facebook ads will work for your business. And we are going to see in details how to understand what you will be facing and make an informed decision. So the question here is, will it work for me? Well, you have to know that Facebook ads will work for everyone and for any type of businesses. But in this lecture, I want to help you to define Facebook ads are your number one priority. That's why you need to check your competitor's offers and their unique selling proposition and see if you can actually compete with them. When you are running ads, you are competing with other marketers and other advertisers. So before starting to run ads, you must see first if you can actually compete with them. If you have something to add or something to compete with, if you can differentiate yourself and do the products from them. This is an exercise that you must do not only to decide if you want to run ads or not, but also to know how to run your debts. And in this lecture, I'm going to show you how to do this research. So I'm going to move In my screen and I'm going to show you how to do this. Whenever you want to start to do a market research, you need to start first by defining your competitors. You must know that when you run Facebook ads, you are competing with other advertisers and marketers who are targeting your same audience. So you need to ask yourself, if you can't compete with them. If you can offer something that's better than what they are offering. And that's why we do market research to understand all the offers or the unique selling propositions that you'd audience see and see if we can offer better. So here we are inside of Facebook ads library. And this is a tool provided by Facebook that allows us to see all the running ads inside of Facebook and Instagram. So you can see all the ads unless the ads were deleted. After defining your competitors, you come in here to Facebook ads library to do your research. So the first question you need to ask yourself is, are your competitors running Facebook ads? This is the first thing to start with. You must know, first if your competitors are actually considering this platform to drive traffic. If the unsafe for this question, if the answer of this question is no, this can be a little bit tricky because it's might mean that facebook is not the right choice for your audience and for your products. And it might also mean that you have a good opportunity here since all of your competitors are not running ads. So you need to make this goal and you need to think about your decision when you reach this conclusion. But usually it's very rare to happen. And usually you will see several of your competitors running ads on Facebook. But if you didn't find anyone running ads, maybe this could be your sign to not run ads, but at the same time, it could be your sign that this is regard moment to run ads. But choose when you, when you have big competitors, or at least when you try to research big names in your niche, you must see them running ads. If you don't see them running ads. This is a little bit bad. Start with this step with making sure that your competitors are running ads, or at least that big names and your niche or running ads. And this way you will know that you'd audience is here on Facebook and Instagram. And that running ads on Facebook and Instagram can be profitable for your business. After this step, we move on to do a more detailed research. I'm going to use a random niche. Let's say can this, because this is an example that we talked about in the previous lecture. So I'm going to pick this random page and see if they are running ads. As you can see, they are running a lot of ads. First in here, I'm seeing ads in all locations and I'm seeing all types of ads. And this is the profile I'm checking. So as you can see a neat, you can see the number of likes on Facebook and then number of followers on Instagram. And from here, you can filter the view. So you can choose two of you ads on Instagram or on Facebook or on messenger. And you can move down and filter by media type, and you can filter by impression, by date if you wish. I'm not going to filter at all. I'm going to scroll down and start doing my research. So I'm selling candles and Yankee Candle is one of the biggest fish and the market. So I'm trying to see what they offer. If they offer something similar to me, can I compete with them? Can I do better than them and stuff like that. When you squat down in here, you see all the active ads and you can also see all the inactive ads that were not deleted. These ads are all active. When you scroll down further, you will see the oldest add. Okay, So this is the oldest one. They started running this ad and October the 3rd, for example, this one, they started running this ad on 15th of October. So as you can see, this is the oldest one. Usually the oldest ads are the best performing ones because if they went in performing, they would have killed them. When you do your marketing search, always scroll down, see the oldest ads, they will give you a more, a better information. They will give you better information since they are the oldest one and they are still running. Let me, for example, choose this edge. I'm going to click on See details. There is no copy for this ad. They didn't write anything in here. I can watch them in detail, but I'm not going to do that. I'm going back to see one with a text. So let me check, for example, this one discovered the signature collection, beautiful new design. There is no offer in here. Let me scroll up to see if I can find something. They are actually not running any offers. They are not mentioning any kind of special unique selling proposition. So I'm going to maybe use a different example than this one. Let me scroll up to see if there is something better. Still the same idea. So let me try with a different example. Let me go with a different candle stores. So let me go back to type Kendall and see what other let me see this one. This is also I can then store, for example, in this ad in here, I can see that offer, they are running a thirty-five percent and off offer. Okay. This is the offer that I should be competing with. Let's say it's Black Friday and I want to start running my ads now. And I'm selling a product that's very similar to this one. Most probably I would be targeting the same audience as this shop. So I need to think about my offered and compare it to this offer. If I'm offering, for example, 10% discount, this would be very, very bad offered compared to this one. So you need to compare it, offers, the offers. So you need to compare your offer with your competitors offers and see if you can make better. So maybe you would decide to offer free shipping, maybe to offer gifts, maybe to offer free returns and exchanges and stuff like that. So for example, in here you have the offer. They are telling us that they have limited stock available to create urgency, which is something logical. Let me move down to see if they have a different offer, maybe something with free shipping or something like that. For example, here they have twenty-five percent of Christmas. Same below. Now what I'm going to show you the store. This is a store that sells began shoots and let me check that ads and see what kind of unique selling propositions they focused on. For example, in this ad in here, they have mentioned that they offer free shipping. So this is a unique selling proposition. They also mentioned that they plant two trees for every pair SWOT, remember, this is a store that sells vegan shoes. Vegan people are usually people who care about the planet, who care about the nature and stuff like that. So these points in here and are important for the customers, that are important for the audience. Often in offering free shipping is important. Mentioning the plant that to three is also important. You have to consider if you can make something similar to that. If you can actually offer something like that, can you, for example, offer a free returns? Maybe you would offer free exchanges, maybe free shipping on all items all over the world. So always consider what your competitors are offering and try to do something similar. Because if all your competitors are offering free shipping and you are not offering free shipping and you would have price is very similar to their prices. This is bad. Customers like to save money. So most probably they will go with the better offer. Addition to checking the offers and the unique selling propositions, It's very important to also check that creatives see what kind of ads do they run, what kind of images do they use? And ask yourself if you can actually compete with them when it comes to the ads quality. When I talk about ads quality, I'm not always talking about the creating very high-quality videos and stuff like that. We are going to discuss in this course, multiple at the creatives that they are very simple and that you can make at home. But I'm talking about in general, can you come up with a portfolio similar to your competitors? Can you create creatives similar to their creatives? Because usually a few competitors have been run, for example, running ads for years. So most probably they have optimize the process and now they use the type of ads you'd customers like the best. For example, you notice that all of your compactors are running with your ads. This monster probably will mean that you should consider creating videos for your ads. So keep this in mind while you are doing your research. Later on through this course, we will go back to the market research and we will do this exercise again. But this next time, I'm going to go more into details because in this part of this course would be more familiar with the platform. You will know more how to read the ads and how to take conclusions and how to use these conclusions in order to create your own ends. But for now, these are the things that you must focus on. First, you must define if your competitors are running ads. And this way you will know if your audience is actually using Facebook as a platform and Instagram as a platform. Second, you need to see what kind of offers your competitors are giving and see if you can compete with these offers. And third, you need to see what kind of creatives and ads they are running and see if you can create this type of ads. So after studying these three points, you have to decide if Facebook ads are right for you. As I told you before, I believe that Facebook has worked for everyone and for any business. But doing this exercise will let you know and we'll let you get an idea about what you will be competing with. So if you think that you can't compete with any of these things, maybe Facebook ads is not right for you, or maybe you need to level up your game and get ready to compete with these other stores. And this is the option that I like the most. So I recommend you to do this exercise, understand the market, be prepared. In this way. You will be able to profit from this course mall because you will know what you will need to focus on more and more. So that's it for this lecture. I hope that this lecture will help you more to understand your market and to understand how to compete in this market. And then next lecture we are going to discuss a very important topic, and it is the e-commerce sales funnel. This is something that you must understand before starting to run ads because it will help you to understand your customer's journey and it will help you to understand how to reflect it in your ads. So make sure to stay with me till the next lecture because it would be extremely important for you. Stay tuned and meet me there. 5. The Ecommerce Sales Funnel: Hi there and welcome to this lecture. In this lecture we are going to discuss the e-commerce says fallen in details. We are going to talk about the difference between Acquisition and retargeting. And we are going to talk about the difference between hot, warm, and cold audiences. If you don't understand any of these words, it's totally fine. I'm going to explain everything to you in this lecture. The e-commerce sales funnel, like any other finance, is divided into three steps. First you have that awareness, then that consideration, then the conversion. The first step, which is the awareness people are learning about your brand for the first time, they didn't know anything about your brand, and now they are meeting your brand and your products. And the second step, which is the concentration, the origins, is more familiar with your brand. They are considering whether to buy your products or not. And then the third step, which is the conversion. You'd audience is very familiar with your brand. They are converting and they are buying from you. In this funnel, we have three steps. First we have the top of funnel step, which is the awareness phase. Then we have them middle of funnel, which is the consideration phase. Then we have the bottom of funnel, which is the conversion phase. Our goal as marketers is to move our prospects from the TOF level to the BOS level while paying debt as possible. So we want people to move from awareness to conversion while paying the least possible to make these saves, the audiences we target at each step of this funnel, different and have different types and frequencies of interaction with our brand. So people, for example, who are at the top of funnel level don't know yet about our brand. They don't know anything about our products. However, in the conservation phase, in the middle of funnel step, people are more familiar with your brand. They might have seen multiple ads from your brand. So they are more familiar. That's why you treat them in a different way than you treat. The audience says at the top of funnel level, same for the bottom of funnel, 11 people who are at the third stage, the third step, odd, very familiar with your brand and they are actually converting, they are buying from you. You talk with them in a totally different way than you talk with your middle of funnel audiences and you will top of funnel audiences. So you have to keep this in mind. Each step requires a different type of creatives and campaigns. Because at each step we are targeting different people with different experiences. And don't worry also, we are going to discuss this and this course and you are going to know exactly what type of creatives and add you should be creating for each of these steps. Now let's start with the first step of the funnel, which is the top of funnel 11, and we call it the prospecting phase. And this phase we target people who don't know your brand. People who never heard about your brand or your products before. We call these audiences, called audiences. And they are the hardest to convert because they don't know us, they don't trust us. They don't know enough about our products. We didn't convince them yet and stuff like that. We target those people based on their interests and behaviors. We go to Facebook and we say to Facebook, okay, we have this product and we believe that these audiences might be interested in about our products. So let's try and start running ads. And people who will be seeing these ads at this step will be people who don't know anything about all products 0. They never heard about us, they never interacted with us before. So it's truly hard to convince them to buy from us. Now, moving to the second step, which is the middle of funnel step, and we call it retargeting. At this step, we target people who started to know our brand, people who are considering our products, maybe even people who interacted with our brand on social media, or maybe who visited our store and stuff like that. So these audiences, warm audiences. They are not called and they are for sure not very hot. They are warm. They are people who are feminist with us. They are considering buying from us. They know us, but still they were not convinced enough to make actual actions towards buying from us. The interaction of these audiences with your brand as this step are used with the general interactions, these audiences are interested in your brand, but they are not the most interested audiences ever. They didn't make yet any action towards buying from you. Now moving to the last step of the funnel, and it is the bottom of finance step and we call it three targeting phase. To this step, we target people who showed deep interest and our brand. So those people are people who made actions that showed that they are actually very interested about our products. For example, there are people who Viewed our products or maybe people who added to cart, or maybe people who initiated checkout, or maybe people who purchased. Those people are people who took action, serious action toward buying from us, whether it's view content or add to cart or in shaded checkout or even purchase. So they showed action. That's why usually these audiences are the easiest to convert because they are very fascinated with our brand. They have been on our store, they checked the product, clicked on buttons, showed interests, but maybe they didn't buy yet or maybe they both. So this step is usually the best step in the funnel and the step with the highest conversion date. Because people at this step are really ready to buy it from you. Now that you understand the three different steps of the funnel, it's very important to note that for small businesses and the new ads accounts and even for people with limited budgets, we use really combine the middle of funnel step with the bottom of funnel step and we targeted them in the same campaign. Don't worry, we are going to talk about this a lot more in the coming lectures. But this is something that you must know. If you are just starting out, if you are new to this, if you have a very limited budget, if you have a small business, we can always combine them middle of funnel step with the bottom of funnel step and ramp them in the same one campaign in order to get better results. If you're going out to Facebook and try to start a new campaign, you will notice that Facebook divide the campaign objectives by these three different steps. So first you have awareness, then you have consideration, then you have conversion. And under each of these steps that are different campaign objectives, when you precise a campaign objective, you are telling Facebook, what do you want out of your campaign? So when you choose, for example, reach, this means that you want to reach as much people as possible when you choose traffic. This means that you want people to visit your store when you choose conversions. This means that you want to add, to convert and make sense or make actions. Depending on what you choose. Facebook will be prioritizing your ads and running good ads. We are also going to talk about campaign objectives in a special lecture on this course. So don't worry about that. But I wanted to show you how also Facebook use the same funnel to divide the objectives so you have awareness consideration than conversion. Now, let's try to reflect the sales funnel stages into your Facebook custom audiences. Let's try to link between your funnel steps and Facebook ads Odysseys. This means that we need to go to Facebook and they create custom audiences that are dedicated for each of these stages. So let me show you, for example, for the top of funnel, we are going to use what kind of audiences we are going to use interest-based audiences. So we are going to target people based on what they are interested about. Second, we are going to target lookalike audiences. Third, we are going to target maybe broad audiences. Second and the middle of funnel, we are going to target social engagement, which means people who engaged with our brand. And second weekend Target website visitors. This means people who visited our store. Then the last stage we are going to target people who viewed our content added to cart and our old customers for short. All of these audiences, the audiences you are seeing now on the screen are audiences that you can create inside of Facebook. And you create them using the data collected by Facebook pixel. You go to Facebook and you tell Facebook, okay, I'm going to create an audience for people who are interested in veganism and for people who are interested in vegan candidates. And Facebook will actually create these audiences for you. And Facebook would actually create this audience for you and run your ads in front of this audience. Same thing for the remaining audiences. You can go to Facebook and tell Facebook to create a custom audience of people who engaged with your Instagram profile and with your Facebook page. Same for website visitors, same for viewed content added to cart and for your customers. So all of these audiences are audiences that you can create inside of Facebook. Concerning the lookalike audiences, this is something that we are going also to discuss through this course. But as a small idea, lookalike audiences are audiences facebook creates out of your custom audiences. You go to Facebook. You create a custom audience of all of your old customers, for example. And you then go to Facebook and ask Facebook to create a lookalike audience of the same custom audience. So you tell Facebook to go out there and search for people who look like you'd all customers who have the same kind of interests and behaviors and they create a custom audience out of them. Use many people, use many people who have a lot in common with your old customers, will be more willing to buy your products are considered them. This is the power of the lookalike audiences. And as I've told you before, this is something that we are going to discuss in details later in this course. I guess this slide would be very helpful to you once you finish watching all the course because you will be able to make sense of all of these audiences and how to create them and stuff like that. Screenshot, this slide, keep it in your folders and get back to it later on. Now let's try to read the summary of this lecture in order to make sure that you understood everything that we have learned in this lecture. First, the e-commerce sales funnel is divided into three steps, acquisition, consideration and conversion. Second, you'd add this defect from a stage to the other as that experience a familiarity with your brand. The first, third, we create our campaigns to target audiences all over the sales funnel steps. Campaigns, audiences, creatives and objectives vary depending on the final step we are targeting. Keep all of these ideas in your mind and maybe in your notepad because they will help you to run better ads. This is it for this lecture and the next lecture we are going to discuss traffic entries and what are the possible entries that might lead people to your store? So make sure to watch the coming lecture. Stay tuned and see you there. 6. Traffic Entries: Hi there and welcome to this lecture. And this lecture we are going to talk about the different traffic entries. And we are going to reply to this question, what are the possible entries that might lead people to buy from you? Well, the easiest way to answer this question is to imagine the case of a shop and the real world. And try to think about the different possible entries for your store. Imagine that you have to chop them all. And let's see how people might know about your thoughts and how they might actually be visiting you from where they might be coming. The first scenario is of someone walking at the mall and spot your shop. This is similar a little bit too, when people are scrolling on Facebook and Instagram and they see your ad or spot your store. Maybe it's not 100% the same because people at the mall have already a certain buying intent. They are already in the shopping mode, so it's a little bit easier to convince them to buy, but let's say it's somehow similar. Now let's move to the second scenario. And this time we are talking about someone who needs and wants to the product. And they go to the mall, they found your shop and they buy the product. So let's say for example, I need a cover for my iPhone. I go to the mall with the intention of binding the covered. I want to buy the cover. I search for stores that sell that cover and I pick the best one. If you have a stored at the mall that says iPhone covers, I will most probably go and visit you. This is very similar to someone who goes to Google and search for the product. Here we have a very high buying intent because your customers know what they need and they are searching to buy their needs. So I know that I want an iPhone cover and I went to the mall to buy it. So when I find a good one, I will definitely buy it. Well, this is not at all similar to Facebook ads, because with Facebook ads, we target people who might be interested in our products. Here I'm talking about the prospecting phase because for the retargeting phase, we target people based on that actions so we know that they are interested. But when we are at the top of funnel 11, we are still estimating that those audiences would be interested in our products. We are not sure, though, these audiences might not have any buying intent and so on. So this scenario is very similar to the Google Ads scenario, not to Facebook ads scenario. Now moving to the third scenario, and this time we are talking about all customers recommendations. Someone both from us in the past loved our products and recommended us to a friend or a family member. This is what we call branding. When people start to recommend your store online, would you do that through referral programs, through affiliate programs or through encouraging your old customers to do your marketing for you. So you can give them incentives and gifts in order to encourage them to refer new customers to all stores. Now, moving to the fourth scenario, and in this case we are talking about your customers. I've already bought from you in the past. I came back and I want to buy from you again because your products are good at your store is good. Always keep in mind that you would, old customers are your business most valuable asset. Because you're all customers are the ones who will be talking about your products, about your brand, and recommending your store to other people. They are people who are loyal to a brand. They go to you whenever they want to buy something in you. So they are your most valuable asset and you must learn how to keep them and how to retain them in order to reach out to them. You can do that through retargeting campaigns on Facebook. Or you can use email marketing and SMS marketing. Retaining your old customers as a mask, whether you want to run Facebook ads or not, whether you want to make sense or not, retaining your old customers is a must. If you are looking to create a sustainable e-commerce business, you must retain, you'd all customers, and you can only retain them through retargeting campaigns on Facebook and through e-mail and SMS marketing. Now that you know all the different traffic entry points, you have to know that you should aim to reach your traffic through all of these different traffic journeys. Facebook ads might cover many of these traffic entries, but facebook ads don't cover all of them. And that's why you need to use other platforms as multiple marketing strategies to cover all of these traffic entry points. So you can't ignore email marketing, for example, this is a must if you are looking to retain your customers and to create a sustainable e-commerce business. I'm teaching you here facebook ads, and I recommend you to run Facebook ads, but you must know that there are not enough if you are looking to retain your customers to create a true, sustainable e-commerce business, you must consider other marketing strategies, and especially e-mail and SMS marketing. Now let's read the lecture summary in order to make sure that you understood everything. What people might take multiple journeys that lead them to us. Facebook ads cover many of the possible customers journeys, but not all of them. Understanding which journey your traffic is taking will help you to craft the right ads for them. So that's it for this lecture and the next lecture we are going to talk about the acquisition funnels. And we are going to learn that the front acquisition funnels and how and when to use them. Make sure to watch the upcoming lecture. See you there. Bye-bye. 7. The Acquisition Funnels: Hi there and welcome to this lecture. In this lecture we are going to discuss the acquisition funnel. There are two things that we are going to cover in details. First at different types of acquisition funnels. And second, how and when do you use each of them? We will start with the first type, which is the direct acquisition funnel. This is the most common acquisition finance type. And usually most e-commerce stores use this acquisition funnel type. But unfortunately most of them don't use it correctly. Don't worry if you watched this course, you will know exactly how you use this type and a way to be profitable. Well, if you are just starting out, if you have a small business, a limited budget, this funnel is perfect for you. This is where you should start. This acquisition funnel looks something like that. First you have your ad, then you have the product page or the landing page, then you have the checkout pages. So someone sees it as on Facebook or an Instagram. Click on it, move to the product page or the collection page and buy your product. This funnel, the job of your ads is to make the click. It's to make people move from Facebook and Instagram to a landing page, or to store your product page or collection page or landing page job in this funnel is to make the sake. So you have to understand this very well. You would add job is to make the click to make them move. Your landing page job is to make that say's for sure at the checkout page and checkout process, you need to make sure that the process is smooth and trustworthy and everything else. But understanding that goal of each step of this funnel will help you to know how to design your ads, how to optimize them, and how to optimize and improve your product page and your collection page. So keep this in mind. Since this funnel is very direct and you'd customers are making the states directly. This is the perfect funnel effort with the highest return on investment and then always cost of possible because you are doing the sail directly from the first touch point. And this is very rare. Now moving to the same acquisition funnel, but this time it's level to this funnel, you'd customer needed an additional step to make the same. So first he showed you that move to the product page, but they didn't bike. You needed to retarget this customer via Facebook ads or maybe you used the main marketing. And this customer came back to your store and this time they buy from you and they move to the checkout page and to their checkout process. This funnel is also good because your customer only needed a second touch point to make the same. Mostly, probably in order to make this state, you have paid twice for the first ad and for the second ad, or for the first ad and for email marketing. In order to calculate the ROI of this funnel, you must consider the costs you paid for the two touch points. Because in this funnel you have paid twice, once for the first ad and once for the second ad, which was that he targeting yet now moving to the same direct acquisition funnel with X levels, this is the most realistic one. Because as I told you before, usually on average you need a touch points to make the sale. First someone, so you'd add on Facebook, move to the product page, then you needed multiple retargeting ads and maybe it maze in order to make the sale. In this case, we needed multiple touch points in order to convince your customer to buy. Most probably you have paid many times to make the sale. In order to calculate the return on investment of this funnel, you must consider all the costs you have made an order to make the sale. Obviously, the first level is the perfect level because you paid only once. You only show the ad once for your customer to make the sale. But honestly, this case with the x level is the one that you would be seeing most probably because usually you need multiple touchpoints to make the sale. Now, moving to the second type, which is the long-term acquisition funnel. What? This funnel is very similar to content marketing. This means that you are publishing content or maybe trying to help your customers before asking them to buy from you. By this funded, we are not chasing directly the sale, but you are trying to create value before asking for the, say. For example, you would on Facebook ads campaign that are leading people toward one of your blog posts. And this way you create value and inside of that blog post, you tried to market to one of your products. So this is a little bit indirect and we call it log term because it's based on the relation ship you create with your customers. Fewer stores use this funnel on paid ads. It's more common when it comes to organic traffic or to SEO. And it can be very helpful. In many initiatives, it looks something like that. First you have the video ad, then you have the blog post page, then you have the product or collection page, then you have the checkout process. You run ads toward a blog post where you provide value. You answered your customers questions, you help them out and inside of your blog posts and directly you market to one of your products. So let's say for example, you have a store that sells sleeping products. You can run an ad toward a blog post with five best tips to sleep like a baby. And inside of this blog post, one of them tips could be recommending one of your products. With this funnel, you would be indirectly selling your products. The same logic of levels applies here. The same logic we have seen with the direct acquisition funnel. Your costs will go up the more touch points you need. This type of funnel helps to create a stronger connection with your customers. Because when you help them, when you reply to the questions, when you provide value, they would appreciate you more and they were likely to brand more for the product and niches that require education. This strategy can be very, very powerful. Let's see some examples. First, for example, selling a special kind of organic skincare product. In this case, you can, for example, published articles and blog posts that explain your products or maybe help your customers and lead us toward this blog post. The second example is selling, recycle the products. So in this case, for example, you can use blog posts to educate your audience or maybe reply to the questions or maybe give them tips about how to recycle and stuff like that. The third example is selling a complicated item or complicated machine, a complicated product that needs explanation. These are few examples where content marketing can be very powerful. You can publish articles like five tips to improve your sleep, seven tips to do make up in five-minutes, or how to take care of your skin or things like that. So this funnel can be very powerful if you have time and if you are willing to invest and if your niche actually is a new square root, customers have a lot of questions that you can answer too. If you are setting iPhone covers, for example, it might be a little bit difficult for you to find a lot of topics to discuss. But for some niches, you can find tenth, tenth of ideas and you can profit from this type of finance, as I said before, and some niches, creating content can be a very powerful strategy. Giving you some examples in here like steeping products, sports equipments, wigs and hair accessories, make up and skincare, children games, clefts, vegan or sustainable fashion, eco-friendly products, office and home supplies. If you are selling any products in these niches, you can always explore this type of finance. Now moving to the type number three, and it is the social media acquisition fund. Well, this one is the funniest one and the most enjoyable one if you'd like to create content. This would this funnel. We use social media profiles to gather a following and turn them into customers. You focus your time and effort on your audience favorite platform. If you'd audience favorite, Instagram puts it effort that if you'd audience favorite, it's Facebook, put your effort. They're usually young people favorite Instagram, all people favorite Facebook. So consider this while deciding which platform you want to focus on. But nowadays, Instagram is much more powerful than Facebook. This strategy can be 100% free if you are the one to create your content. So if you are willing to sit around creating Instagram posts and reals and stories and stuff like that. You can be bringing save without paying any dollar. With this final, instead of just the promoting your products, you create content that answers your customers questions, helps them and solves their problems. And they would appreciate that and at some point they would be buying from you. Now, let's summarize this lecture. There are three different types of acquisition finance. Director, long-term, and social media finance. The direct acquisition funnel is the most common one and the one recommended for startups. The long-term funnel helps to create a strong connection with the customers. And it's best used for products that require education. The social media acquisition funnel is almost free and always required. So even if you are running ads, I still recommend you to focus on your social media profiles. A true brand should be present in social media to build trust. So don't ignore your social media profiles, don't go with them. But just because you are running ads, That's it for this lecture and the next lecture, we are going to talk about how to get your stone prepared to receive ads traffic. This is a very important lecture that will help you to know that it's not only about Facebook ads, it's also about your store. So stay tuned with me and let's meet in the next lecture. 8. Getting Your Store Prepared to Receive Ads Traffic: Hi there and welcome to this lecture. In this lecture we are going to discuss how to get your store prepared to receive at traffic. This lecture is extremely important because most people think that their ads are not working because there is something wrong with Facebook or with the ads. But in reality, in most cases, the problem is with the landing pages is with the store. So in this lecture I'm going to show you how to improve your stored, how to make sure that your store is optimized and ordered to give you the best performance average. So the first step and getting yourself prepared is to make sure that you are capturing good customers leads. The best thing that can happen after someone visits your store is to get them to buy from you. This is the ultimate goal. You are running ads to make sales. So this is your first good. But the next best thing is to capture their list. If you are not doing any effort to capture your customers leads. This means you would be losing. You would store visitors once they leave your store. And this is not how you weren't successful ads. So you must be collecting good customers needs in order to be able to retain your visitors, to communicate with them in the future via e-mails and via SMS. E-mail marketing is the best way to retain your customers and to stay in touch with them. You must work on collecting your customers needs or your visitors leads. And you do that using pop-ups. Pop-ups are forms that show and south of the store when someone is visiting the store and they have the highest conversion rate between all subscription forms. You have two types of pop-ups. You have the welcome pop up and you have the exit intent pop-up. The welcome pop-up is the one we see when we are just visiting their stores. And the exit intent pop-up is the one we see while we are leaving the store. And both pop-ups that to collect your customers image, you offer them something in return of their e-mails, you offer them 10% discount or maybe $10 off, something like that. The most important thing is to offer them something in order to convince them to give you the emails or their phone numbers. The second type of subscription forms that you can use to collect the embedded forms. So those are static forms that you can find inside of the homepage or inside of the footer. And also through these farms, you invite your visitors to give you that image and return to some kind of offer or to a promise. When capturing your customer's needs is good. You are doing your job capturing the lids, the emails and phone numbers. Great, but this is not enough. After capturing your customer's e-mails and phone numbers, you need to backup this with a very well-structured email marketing system. Where email marketing is not the topic of this course, but in this lecture, I'm telling you, if you want to make your ads very profitable, if you want to make sure that you have the highest return on investment ever, you must have a main marketing. This is your only way to retain your customers. So make sure that you are collecting your customers leads and you are running a main marketing and a very professional way that you have everything set in place. The second step after that is to optimize your landing pages. Landing pages optimization can cover multiple things. You have to provide photos from different angles, from different sides. You have to provide lifestyle photos, stuff like that. Also, you need to provide all the needed details and guides to help customers make informed decisions. If you are selling shoes and you don't have a very clear size charts, this would lower your landing page conversion rate. No one is going to buy a pair of shoes. If they are not sure about the size, you must create a very well detailed size chart. Same foreclose, same for if you are selling a barbecue machine, you have to show them how to use it, how to maintain it, stuff like that. Also, you have to make sure that food page loads fast. People hate to it. So you're loading speed should be good, otherwise people will be leaving your store. So make sure that your store loads fast. Also makes sure to add social proofs, things like testimonials, reviews, ratings. They are very important to create a trust between you and your customers. Your customers need to trust you before buying from you. They need to make sure that your products are good, that other people tried your products and loved them. So make sure to provide social proofs on your story. Also, it's very important to provide a very clear call to action to tell your customers exactly what they want to buy and why to buy it. Also, you have to clarify your unique selling propositions. If you are offering free shipping, you must include that in your landing page and product page. If you are offering free returns, you must do that. And I also recommend you to use icons in order to show your unique selling propositions and make them clear. And inside of your product description, you must focus on overcoming your customers objections. Ask yourself why someone might be hesitating about buying your product? Let's go back to the shrews example. Maybe it's the size chart, maybe it's not clear enough, maybe they are not sure about the returns, policies, stuff like that. So make sure to reply to all of these objections. Also, always focus on the benefits and the credibility of your product. Now, moving to the step number three, and at this, to optimize your offer, you have to see how you should be leveling up. You'd offer an order to compete. So do your market research, spot comments, selling propositions are offers in your niche and try to offer the same things or even better than them. If all of your competitors have similar prices like yours, but they are offering free returns and free refunds, free shipping, and you are not doing that. It would be very difficult for you to make the series because you don't have enough offers and you'd offers are not attractive as your competitors. So consider doing a deeper market research in order to make sure that you'd offer as well optimized. Now let's summarize this lecture. Most ads don't work because of the landing pages. Work on collecting your customers leads and improving your stored conversion rate. Optimize your store to ensure a good user experience and work on your offer and your unique selling propositions. That's it for this lecture. And actually that's it for the whole part one. Now we are moving into part two and it's all about iOS 14 update. And how did it change Facebook. Are you ready to learn how things changed after I asked for teen update? Hopefully, yes. Stay tuned with me and let's meet in the next lecture. 9. What is IOS 14 Update: Hi there and welcome to this lecture. This lecture we are going to talk about iOS 14 update and how did it change Facebook. This is one of the most famous topics nowadays because everyone is talking about how Apple changed Facebook and how things are not working. After I asked 14. Well, in this lecture, I'm going to explain to you what is, IS 14 update and how it did affect Facebook. And the next lecture I'm going to show you how you can modify things in order to adjust your Facebook ads to meet this new update. Okay, The first thing I wanted to start with before starting with this lecture is to tell you that pleased, don't panic. Marketing. Digital marketing is a word that keeps updating every day. Whether it's IS 14 update or anything else, we will keep seeing updates day after day. We need to learn how to work with these updates, how to improve ourselves and our skills in order to still when even with these new updates, please don't panic, panicking will not help anyone. Just be ready to change, to improve, to up level your skills and to learn from me in this course, I'm going to show you how to run successful ads. Whether we have, I guess 14 update but anything else? Good ads always work. Here in this lecture. So we are going to discuss what's happening, how this will affect us and how things changed from the Facebook site. Starting first by explaining what's happening. I told you before that Facebook gather people's data using Facebook pixel. And that's how Facebook can estimate what kind of products I might be interested in and what kind of services I might be interested in. And that's how Facebook algorithm shows that I add in front of the right person using the interests and the behaviors and stuff like that. Before I asked 14 update Facebook question I can everyone's data without asking their permissions. So the pixel gather that data. Facebook knew everything about us without asking us the permission to do so. Then came IS 14 update and API created, created an update where Apple users, whether they are on iPhone or iPad, they need to accept or refuse whether to allow Facebook to track their data or not. As you can see, this is the updates. It's a pop-up that allow people to ask the app not to tag them or to allow it before this update is twice, actually an option instead of iPhone, but you needed to go through the settings and stuff like that. So it was a little bit complicated. Now, whenever you update your cell phone to iOS 14, I guess most of you did that. You will see this notification asking you whether you want to allow Facebook to track your data and not. So new I S 14 update is, as Apple said, is about protecting our privacy. Well, obviously, it's about business more than protecting the privacy. But this is how aptly branded it, saying that they are trying to protect our privacy. First Facebook refuse this update and tried to fight it. But later on Facebook didn't find any other solution. But to accept the updates, especially that iPhone users are a big part of the market. In June 2020, Apple announced and upcoming change to that new US 14 iPhone and iPad operating system. As I said, Apple added a notification pop-up that allows people to opt out of tracking. This changed everything because now iPhone users can refuse to be to have their data attract, which means that Facebook pixel is no longer able to track their behaviors, what stores they visited, and stuff like that. I asked users are now given the option whether they won't allow apps to track their behavior or not, and they are forced to choose via pop-up. So as I told you before, the options, the option was always that, but it was a little bit hidden. Now it's a popup, but it's not only for Facebook, it's for any other app, so it's for Pinterest, Facebook, Instagram, anything gets. Now how this will affect us, as I told you before, Facebook algorithm will be blinded and several spots and devices, at least the algorithm will be blind for any iPhone user who decided to refuse tracking. Everything is affected, the pixel is blinded and many spots so that tracking of the data is not act, is not accurate. 100% that targeting is not accurate, the optimization is not accurate, and even that reporting. So let me explain this a little bit more. One, Facebook can't attack our data. Facebook can't know what we are interested about. So let's say now I'm an iPhone user who refused tracking. And let's go back to the Istanbul example. I want to go to Istanbul. I search here and that Facebook will not now know that I have search for some wool. That's why Facebook can't show me related ads. This is your update affected everything affected Facebook ability to do targeting because Facebook don't know if this user need the following products are not. Facebook can't predict that as accurate as before, also affected optimization, the ad ads optimization because Facebook is not able to track ads results on iPhone desires devices. So for example, an iPhone user clicked on your ad, went to your stored edit two cards, stuff like that. Facebook can't track that anymore. And also it affected reporting because for the same idea, Facebook doesn't know what's happening on iPhone devices or on iPads. So let's take up this little bit. Reporting will be affected because Facebook is blind and many iOS devices optimization we'd be affected because Facebook can't attract everything. Less data means worse optimization. Also that targeting will be affected because Facebook knows people less, so that targeting is less effective. While I know this seems a little bit scary, but you have to know that Facebook is still being able to gather that data on non iOS devices and on as the advisors where users accept attacking. And also you have to know that Facebook is creating a new technologies to predict customers behaviors and interests. Now let's see more consequences. We have delayed reporting if you know a little bit about Facebook. Before I asked 14 update before all of these changes, we were able to see that result directly on ads manager. When they have, let's say someone purchased an item from your store, you are able to see that on your ads manager within few minutes maybe. Now we have delayed reporting, so we need between 24 hours to 72 hours to see the results on our Ads Manager, which means we can't easily predict if the ads are making sales are not directly. We need to wait until we see the results. Okay? Don't worry you, through this course, I'm going to show you how you can overcome this problem in reporting. But this is something that you have to live with. You need up to three days to see the results on your ads manager. The second thing that's changing here is the direct attribution conversion now will be reported on the day it happened and not attributed before. So let's say I'm a user, I saw you add, but after five days I both your product. Now, Facebook will be reporting the sale on the fifth day. You will not be 100% sure that this ad made that purchase. This is a little bit tricky because it affected reporting. So we can directly know which ads are the best ones because the attribution is not directly related to the day the person interacted with that. It's reported when the purchase happened. Not worry more on this later on through this course. That's it for this lecture and the next lecture we are going to discuss how to deal with this new update. And we are going to see a quick overview of things we are doing to face these changes. So stay with me and let's meet in the next lecture. 10. How to Deal With The IOS 14 Update Update: Hi there and welcome to this lecture. We are still in part two and we are still discussing the iOS 14 update. In this lecture, we are going to see how to deal with this new update. Before starting with this lecture, I must say that in this lecture, you will only learn some technical things that you must do before starting to run ads now. But you have to keep in mind that this whole course is meant to teach you how to succeed with Facebook ads after the new IS 14 update. This topic, this update changed how we run Facebook ads and general. This course is up-to-date to meet these changes. So it's not only about this lecture, it's about the whole course. So whenever I'm teaching you how to optimize your ad sets, how to read your results, how to create your ad creatives and stuff like that. Everything I'm teaching you is meant to help you succeed after this a new update. So please keep this in mind in this lecture, we are only seeing some technical sides. This update, nothing more. As I told you before and this lecture we will see that the front steps you must follow to ensure following Facebook requirements after iOS 14 update, starting with step one. And that is to verify your domain. And this step is required by Facebook. This means you must verify your domain. The following slides I'm going to show you how to verify your domain inside of Business Manager or Facebook business manager. However, if you are not using business manager up until now, if you don't know what business manager is, don't worry. And the next part of this course, we are going to discuss Facebook business manager. I'm going to show you how to create an account, how to use it and stuff like that. So keep this in mind and later on when you decide to start running ads, come back in here and apply these modification inside of your business manager. Instead of Business Manager, you go to brand safety, you, you go to domain and you add your domain like this. After adding your domain and the clicking Add Domain, Facebook will give you this kind of code that you need to add inside of your Shopify store of your Shopify liquid files. So you go to shopify under Themes, you go to Actions, edit code. In here you search for thin liquids. After searching for Team Liquid, you searched for theme liquid in here. After searching for theme liquid, you paste the code you have copied from Facebook. You paste it in here under the head section. After pacing it, you just save and you are good to go. You go back to your business manager and you verify. It's a very simple, straightforward procedure. You just have to follow the steps and your domain will be verified. Now moving to the step number two and at least to configure your events and business manager. After I asked 14 update as business owners or as anyone using Facebook, we are only allowed to have eight different events as e-commerce stores owners. We don't care about that because we didn't use I guess no one have been using more than eight events per store. So you are totally fine to go with this. You just have to add an event inside of business manager before I 14 update, any pixel could have multiple events are more than eight for sure. Now we are strictly allowed to use eight events and we need to add them and prioritize them. So we need to tell Facebook which event is more important than the other. As e-commerce stores owners, obviously these are the events we get about first. We get about purchase, then add payment info, sheet, checkout, add to cart, view content search, contact and lead. And they are prioritize, prioritize. And then this list, they are organized from the most important one, starting with a purchase and moving down. Your job now, your job now is to enter these events inside of business management and tell Facebook that these are the events you care about. Aggregated event measurement is a term that facebook created after the iOS 14 update. And it refers to the events we are going to create now. From your business manager, you go to data source, you go to pixels, and from here you go to open an events manager. So you pick your pixel, you click on Open and Events Manager. And from here, you choose aggregated event measurement and you click on configured web events. And after that, you add your events one after the other, okay, So you add them one after the other and you are good to go. Now moving to the step number three and the test to implement API conversion at Shopify level. When I talked a little bit about this before. But this is a new technology that Facebook is using in order to fix this privacy problem. With this technology, the server that stores the website is telling Facebook about the events that happened on the store. For now, for Shopify only this works for purchase or for the most important events. So maybe I took hard if you didn't purchase, maybe view content if you didn't add to cart and so on. Conversions API is a Facebook business tool that lets you share key web and offline events or customer actions directly from your server to Facebook's conversions API works with your Facebook Pixel to help improve their performance and measurement of your Facebook ad campaigns. You need to know that this is not a total fixed to the problem. And only purchase event is sent by the server via the Shopify server. And it works in parallel with Facebook pixel. You have to go to your Shopify dashboard under Preferences, you go to set up your Facebook channel after connecting all of your assets, which means your business manager, your Facebook page would add account and so on. You go to data sharing settings. And from here under Account, you go to maximum and you connect it and this is it. Now when you go back to an event manager on the purchase, for example, you can see that you have two types of connection methods. You have the browser and that server. And you can see that Facebook is collecting the information from two different parts from the browser and from that server. Now moving to the step number four, and it is at additional things to do. And they are very, very important if you are looking to create a sustainable business, the first thing you have to do is to focus on capturing your visitors image. I have talked before about that, but you have to keep in mind that retaining your customers is the most important thing you can do for your business. You must focus on capturing good visitors emails to make sure that you can still contact them via email. If Facebook pixel is not able to gather all the information, this means that retargeting is affected. This means that Facebook pixel is not as powerful as before. We need to overcome this by creating our own marketing strategies. And email marketing is one of the best ones. Focus on capturing you'd visitors, e-mails. Second, run surveys for your customers to help you with reporting. Since Facebook pixel is blinded and several spots, this means that our reporting is affected. So we can't make sure that you are gaining the customers from Facebook ads or Google ads or whatever else. That's why running surveys will help you to know from where your customers are buying from you. So that's why running surveys will help you to fix this problem. You can ask your customers, how did they know about your brand? And then this way you can estimate if your ads are working and not. Third, you have to give you it adds time before judging them, especially that now reporting is delayed by up to three days for you have to focus on creating a strong relation with your customers and retaining them. And five, you have to diversify your marketing channels. And all of this, I have talked, and I have talked almost about all of this in the previous lectures. That's it for this lecture and for part two and part three, we are going to get more technically, we are going to move to Facebook business manager, and I'm going to show you how to use it, how to get familiar with it and stuff like that. So make sure to watch the upcoming lecture. See you there. 11. Create Your Facebook Business Manager: Hi there and welcome to this lecture. In this part of the course, we are going to get a little bit more technical. So I'm going to show you a Facebook business manager, and I'm going to show you how to use it, the different options and stuff like that. In this lecture, we are going to cover how to create your Facebook business manager. And more precisely, we are going to start by explaining what is Facebook business manager and second, how to create it and get familiar with its different options. For some reason, many people feel that Facebook business manager is challenging. That's why I'm going to do my best in this part of the course to get you more familiar with it. So I'm going to show you where to find things, options, how to modify them, and don't worry through this course, we are going to use Facebook business manager all the time. So I'm going to get familiar with it. If you feel enough that you don't like to work with Facebook business manager, it's most probably because you don't know how to work with it. So stay with me because I'm going to teach you how to do that. Let's start by talking about what is Facebook business manager? Well, Facebook business manager is that place where you monitor all of your Facebook accounts. So I'm talking about your Facebook page, instagram profile, your ad accounts with Instagram shop, your Facebook catalogue and so on. So anything you own that's related to Facebook, you can manage this through your Facebook business manager. Why I do recommend you to use it because it allows you to give access to the members. So let's say for example, you want to add someone to monitor the ads or maybe you want to add someone to review the results. You can add stuff to Business Manager account without the need to give them your passwords or your login information. With Facebook was Manager, you can make sure that your account is secured because you will not be giving you a login information to anyone. You can always assign stuff members, employees, and so on. And not only that you think Facebook business manager, you can stay focused while working because you can accept without the need to access to your Facebook account, you just have to be signed and a new Facebook account in the browser you are working on. And this is it. Whenever you enter your business manager account, you will not be distracted by any one chatting with you and stuff like that. For all of these reasons, I highly recommend you to use a business manager account. It's more secured at small, professional and better 14's. Now let's see how to create your business manager account. First, there is one requirement and that is to have a personal account that's authentic. So if you are planning to create a business account for your business, please make sure to use your own Facebook account. Don't create a new one with fake friends or 0 friends and interaction and try to create a business manager account because Facebook will feel that your profile is fake. And this might need, and this might mean that Facebook, my band, your Facebook ad account, or maybe your business manager, use your own personal account to create your own business manager account. This is the safest, most straightforward thing to do. Also, you have to know that you are only allowed to have to Business Manager account for under your own personal profile. It can only create two business manager accounts, but anyone else can give me access to that business management accounts. So if for example you need to create multiple business manager account, you can simply ask someone to create a business account for you as a business manager account for you. Now let's move to my screen to see how to create your Facebook business manager account. And I'm going to show you a little bit how to understand what's happening inside of Business Manager. So you don't feel unfamiliar with this platform. Here I am inside of Facebook business suit. And in order to access Facebook business stood, you just have to Google, Facebook business manager. And Google will take you this page. If you are already logged in to your Facebook account, to your Facebook profile, you will see in here that you are using your own personal account from here. So this is your account. This is my account in here, and these are all the accounts I have access to. So you can use your own personal accounts so you can start linking your pages and everything from here. However, I don't recommend you to do that. I recommend you to create a business account because if you manage things under your personal name, this is not professional. Create a business account, make sure that everything is professional. And this way you will make sure that all of your information are secured and that your business is being run and that your business is done in the right way. So from here I'm going to click on create business account. I just need to name my business. I recommend you to name your business from here with the same name you are using in your shop or in your Facebook page and Instagram profile. As simple as it is. Let's say for example, I'm going to create a stored about eco-friendly iPhone covers. So I'm going to name it for example, iPhone, echo, iPhone, iPhone or something like that. After doing that, I click on Next. The name is already as invalid. Consider using echo phone. Okay, let me make it caps look in heat. I need to fill my first name, my surname, and my business e-mail address. I think. And I feel that whenever you stay consistent with your business name, it's better when it comes to Facebook, judging your business outcome. If your business name is ACO phone, make sure that your business e-mail address is the same one or use your own personal one with your own name. I need I'm going to put my name. After that. I'm going to click on Create. Now Facebook created my business manager account. And Facebook is asking me if I want to link pages to this business management account. So if you have a Facebook page for your business and you must have one and then Instagram page for your business. This is where you link them. So let's say I'm linking this Facebook page, I'm going to click on Next. Okay, Here they are asking me if I want to add another team member, while I recommend you to always add an other team members and other admin than you. But this admin should be one of your family members, maybe your partner, someone you truly trust to the extent to giving them the access to all your business. So please, please, I've seen many people losing their Facebook ads manager over something like that. Make sure to add another account because let's say you personally profile was banned for somebody isn't. You will still be able to access your business manager from your other accounts and make sure to give this access to someone you truly, truly trust. I'm talking here about the admin access or not the employee. The employee don't have full access. I'm talking about business Edmond. You can enter the e-mail from here and click on choosing business admin, that person you have invited to become a business admin for your business manager account will receive animate and they just need to follow the instructions of the email to become an admin for this account. You can also give employee access and this is something also important for your team members. After doing that, you click on Next. You click on confirm. Everything we are setting up now can be changed in the future, so don't worry, you can still give access to people later on. You can change the Facebook page, the Instagram page, and everything else. So here I am inside of my business manager account. This is the page I have linked to, a page that I don't use. I just created this page as an example. So as you can see here, I can see the information of the page. I'm going to show you a real-life accounts. They can understand what you're going to see inside of your business manager. Bye. Let me first walk you through these options. First year you have notifications and these are the notifications of your Facebook page and Instagram profile. Here you can see everything happening inside of your Facebook page. If someone is liking your Instagram posts or something like that, you can see all the notifications from here. Let's why I told you this is actually very nice because you only see your business notifications. You don't see your personal notifications like you do when you access Facebook through your personal profile. In this way, you will not be distracted while working. You will be able to focus on the notifications, on applying to people, on replying to messages and stuff like that under that. And here you have the inbox. And this is also something very, very important to keep you focused because you only end here access, you would business inbox. From here, you go to all these differential, different options and you can also automate your replies using in here this option and so on. Under that you have posts and stories on here. You will be seeing everything you have posted on Facebook and on the end on Instagram. And you can see that each the engagement, that reaction, that comments that share, you can check the stories, you can see what you are scheduling the depths and so on. Under here you have the converse. If you click on it, you will be taken to a new window and you see your product catalog. Under commerce, we have Planner where you'll see your posts, how you plan your posts for Instagram and for Facebook. And from here you can choose between which profile you are working on. And under that you have the Eds. If you are boosting posts, which is something I don't recommend you to do. You can see them from here. Under that you have insights and below it, you have some other options like more tools. If you want to access ad, Ads Manager, audiences and stuff like that. We are going to see all of this through this course whenever you are creating audiences, I'm going to. Come here and show you how to create the audience's everything else, so don't worry. Okay, In here you have the settings. You have first business account in full. These are the general information about your business. Then you have people, you can see everyone who has access to your account. Under that, you have business assets. So you can see all of your business assets when it comes to pages, profiles as accounts and stuff like that. Under that you have requests so you can see if someone is requesting access to it account. Here you have more business settings and this is something we are going to discuss in the next lecture because you have too many options and there to see. After that you have the Add Account Settings. And this is also something we are going to explore through the scores and below it you have billing. Now let me take you to inactive business manager account, an active Facebook business suit to see how this dashboard will look like. So from here I'm going to my own business manager account. I will go to the Home and I'm going to show you how this should look first. And here I have linked both of my Facebook page and Instagram page. Okay, can you see that from here I am seeing the both pages. When I scroll down in here, I can see my to-do list, which means messages I have received and I need to reply to. And under that you have the recent posts with the insights of these posts, their results. And under that you have the planner and from here you have more insights and post-activity and so on. Now when you go to these options one after the other, you will be able to see these in details. Now under that you have notifications. And from here I can see all the notifications of my profile, my Facebook page, and my Instagram profile. I'm not seeing any kind of personal Notifications. Under that. I have the inbox and also these are messages I have received on my Instagram profile and my Facebook page. And under that I have posts and stories so I can see everything I have published. And I can see the insights of my posts from here. Under that, I can see the insights of my stories as well. And under that I can see more and more information. For the commercials I told you. It's, it takes you to another window for the e-commerce. You have your planner and under planner you can plan out your content. You can come and create a new post. You can see what you have published so far this week and so on. This is actually very important if you want to stay organized. And also Facebook has a Facebook Creator Studio or something like that where you can schedule posts and be always prepared. I totally recommend you to do that because staying productive and being consistent is difficult unless you betcha create and new schedule. Under that you have the ads. I'm not running any edge in here. And after that you have the insights that I have more tools and so on. That's it for this lecture and the next lecture, I'm going to take you deeper inside of Facebook business manager. Make sure to stay with me. See you in the next lecture. Bye bye. 12. Getting Familiar With Facebook Business Manager: Hey there and welcome to this lecture. As I promised you in this lecture, I'm going to take you deeper inside of your Facebook business manager. I'm not sure why, but many people don't like Facebook business manager and I want to make sure that you are not one of them. So please make sure to watch this lecture because I'm going to do my best to make you very comfy while working with Facebook business manager. So let's see quickly what we're going to cover in this lecture. First, I'm going to take you into a detailed tour around the Facebook business manager. And second, I'm going to show you how to use their platform. So let's move to my screen to see this small. Here I am again inside of Facebook business suit. And this time I'm going to show you how to change the settings of your business. So from here you go to settings and under settings, as we have seen before, you have multiple options, but I won't. I want you now to go to more business settings. Here you will be able to see all of your business settings and you will be able to modify all of them. Starting from here, you are choosing which business accounts you are actually now seeing. So this is my business account. Under it you can see that this menu board is divided by topic. So first you have users, then accounts, then data sources, then brand safety, registrations, integrations and so on. Let me start first with users. Under Users you can see everyone who has access to any of your assets. You can assign people to be members inside of your business manager account without giving them access to everything. So for example, you can decide to give them access only to your ad account or maybe only to your Facebook page and so on. Don't worry, there is a section in this course where I'm going to show you how to give access to your team members and how to modify permissions and stuff like that. So under users you have people. And now I can see that people who have access to my business manager. And from here for each of those people, for each of those profiles, I can see the assigned assets. So for this boat profiles, this is the first one, it's the admin profile. This profile has access to everything I have inside of my business manager. However, the second profile has only access to my ad accounts, to two of my ads accounts. From here I can manage people and their permissions. When I click, for example, on this person in here, I can decide to remove this person from my business manager octagon, or I can change to edit the name, the business manager role, stuff like that. And from here, I can decide to add assets to this person, okay, So I can give them access to new things like, for example, at accounts, pixels, apps and so on. I'm going to close this. Now after finishing with the people section, you have the partners. If you want to add any partner, I don't usually use that too much. And under that you have system users. And this is also an option that I don't use that often. Other users, the most important one is that people. Now that we've finished with this section, we move to the Account section. And under Account we have all of these options starting by the pages here we can see our Facebook page. So this is my Facebook page. I can view the page from here. I can remove it. I can add a page in here or I can even create a new one. Under this, you have AD accounts, and these are all of your ad accounts. These are, these are all of your ad account. And you can also see the people who have permission to access these ad accounts from here. When I click on this ad account, I can see that people who have permission to access this ad account, so on and so on. You can also from here go to Open and in Ads Manager to see the ad and Ads Manager, this is something we are going to do later in this course. You can add people to this ad account. You can assign partners, and you can add assets. So let's say for example, you want to hire someone to help you to run the ads. You go in here and you add this person to this specific ad account. And when you add this person, you give them permission from here. You give them all permission from here. From here. If you are the owner of this business manager, you should have all of your ad accounts. I always recommend you to create multiple accounts. I actually recommend you to create as much as accounts as Facebook allow you. Because in this way you will make sure that if something happened with one of your ad account, a Facebook band, one of your ad accounts, you still have it. Other ad accounts, especially that the data will be sharable between your different accounts because the pixel is shared. But on the ad accounts you have business asset groups. This is something I don't use really use under that you have apps on the debt, you have Instagram accounts. In here, you should be linking your Instagram account. In Jude business manager. And same thing here you can see the Instagram account and you can see that people who have access to it. And under that you have WhatsApp, WhatsApp account if you are using WhatsApp in here as well. Now that we have finished with the first two sections, we move on to the third section, which is data sources. The most important part in this section is the pixel part where you can see all of your pixels. For example, here I have two pixels. One of them has a red dot in here. This means that this pixel is not active because I'm not using it. When I click in here, I can see the second pixel with a green dot, which means this pixel is being used. If you want to allow people to see your pixel events, you can add people from here. You can also open your pixel inside of events manager to see the insights registered by your pixel. Under that you have offline events sets. We are not going to change this. Under that you have custom conversions for e-commerce. Usually this is not something you need to do or to know about. Under that, you have events, source groups. Under that you have shared audiences. If you want to share audiences with someone else, you have business created folders. To be honest, the most important part of this section is pixels. And also you have catalogs where you can see your Shopify product catalog. This is also an important section because if you want to create a Facebook shop and if you want to do dynamic ads, these are things we are going to talk about also in the future in this course later on, you need to have a product catalog. Under DataSource only think about catalogs and pixels. Now that fourth part is brand safety. Here you can see the domains linked to this business manager. And under that, you have the block lists. For example, this domain is verified. This one, this is my own domain name. It's verified. Okay. I have showed you how to verify your domain, I guess in the section and a part of this course where we have talked about IS 14 update. I have showed you how to get your domain verified. Under brand safety, you have registrations. This is not something you aren't going to use under that you have integrations. This is for people who are doing it adds you are not going to use that. Under that you have payment methods. And for payment methods, I commend you to add at least two, because in this way, if one of them failed, Facebook will be able to use the second one. It's not good to make your payment methods unavailable because in this way, Facebook my think, might think about banning good accounts. So it's always safer to keep to payment methods. I don't use this account ran ads. That's why I'm not I didn't add any payment method, but if I want to do so, I would definitely add at least two different payment methods to be on the safe side that I have Security Center. If I want to create two-factor authentication, and this is something now required by Facebook. You can also verify your business, but Facebook should allow you first to verify it in order for you to be able to start your verification. If Facebook allowed you to verify your business, definitely do that. Here you can add another admin if you wish. Now here you have the request. This means people who requested access to your account. Here you have notifications. If you want to access them. Under that, you have business info. And this is actually a very important part. I want you to sit here and to fill out all of your business information. Because if you want to avoid getting bent, you have to make sure that you have felt all of your business information, fill out everything, your tax ID, everything else. When you finish that, you can see that from here, Facebook will tell you how many accounts you are allowed to create. Usually if you are just starting out, you are only allowed to create one account. Later on when you start spending some money, facebook will start allowing you to create more at accounts. And as I said before, always get as much at accounts as possible. Because let's say Facebook band one ad account, you still have another one to work with. So make sure to create as much at accounts as Facebook allow you. Under the ear, you have setup guide if you want to access it. You can also remove your business manager from here. You can delete it permanently if you wish. So this is mainly for your business manager settings. I hope that this lecture will help you to understand more this platform and to be more familiar with it. It stayed with me and let's meet in the next lecture. 13. Setting up Facebook Pixel Post ios14 Update: Hi there and welcome to this lecture. And this lecture I'm going to show you how to set up your Facebook pixel post iOS 14 update. In this lecture, we are going to see how to set up your pixel on Shopify and how to make sure that you will pick that respects the requirements of Facebook. After I asked 14 update, I will start this lecture by showing you first how to create your pixel on your Facebook business manager, then how to edit your Shopify store, and how to respect the requirements. Let's move to Facebook business manager to start creating your pixel. Here I am inside of Facebook business suit. And from here I'm going to settings. After settings, I should be going too morbid and settings. From here, I will go to the data sources. I would go to pixels. And I will add my first pixel. This is the pixel name, and you can put your URL to make sure that they're set up goes like easily. I'm going to skip this and click on Continue. I'm going to click on setup pixel now. You can either copy the pixel co-chair website and stuff like that. But if you are using Shopify, you don't need to do that because Shopify does most of this thing automatically. So we are moving to Shopify to show you how to set up your pixel and that now that you have created your pixel, your job in here is finished. I'm going to click on Cancel. And as you can see now under pixels, I have my first pixel and under now it's not active. So let me go to my Shopify store and let me show you how to link up your pixel. Here I am inside of Shopify and from here I'm going to go to Facebook channel under says it says a channel, you go to Facebook and he is where you set up your Facebook channel. So you go in here and do click on Start Setup. Here you have to connect all of your accounts, starting by your personal account, moving to a business manager, moving to your domain, your Facebook page or data sharing and so on. So let's start first by connecting the account. I'm going to connect my own personal account for this example. After that, after connecting my personal account, I would need to connect the business manager from here. I'm going to connect this one, the one I recently created. It's now connected just by connecting my personal account. Facebook gave me all the business management accounts that I have access to, to choose my own business manager in here, I should verify my domain. I talked about the importance of verifying your domain after I've asked 14 update, now I'm going to show you how to verify your domain. So I'm going back to Business Manager in debt. And first I'm going to copy my domain name from here. I'm going back to my business manager to show you the code that you need to copy inside of your Shopify store in order to verify your domain. I'm back in here now I want you to go on the brand safety. And from here you click on domains and you click on add a domain. And I'm gonna put my domain name. Now it shows that it's not verified. Okay, So they are giving me the option to add this by copying this link from here, just by clicking on it, will be copying it. So I'm going to copy it. Then they are giving me instructions about how to verify it. I'm going to copy this. I'm going to go back to my Shopify store and insert this code inside of my theme liquid file in order to make sure that my domain would be verified. Let me go back to Shopify now. From here, I'm going to online store. Under themes, I'm going to change the code to add this verification. I'm going from actions. I'm going to edit code under theme liquid. In here. I will paste the code, I've just copied it in here. And I will click on Save. Under the head section, I click Enter and I paste my code. As simple as that. Now I will go back here to Facebook. Once we add the copyright code instead of theme that liquid Facebook, we take up to 72 hours to verify the domain once verified, you will see here a green button saying that it's verified. So let me move to the next step, which is the Facebook page. Here I must connect the Facebook page related to this store. So I'm going to connect any page I have. Under here, you can decide how to share the data. So let me confirm. And in here you choose, you are setting up your API, data sharing. I have talked a little bit about API before in this course. It's a new technology provided by Facebook in order to collect more data. So the data now is being sent from your server directly to Facebook. Instead of only using the pixel, I'm going to choose maximum and I'm going to connect the pixel. So as you can see, now, Facebook in here is distinct pixels I have under this Facebook business manager. So this is the pixel I've just created a few minutes ago. If Facebook is suggesting if I want to create a new pixel, I'm going to use the one I just created connect. I'm going to click on Confirm. Now here you can connect your Facebook commerce account in order to be able to create your Facebook shop and do Instagram shop. So you can click in here on Create a New to create a new commercial account. As you can see, it's now created. Moving in here, you just have to accept In terms. This way, you've just set up Facebook pixel inside of your Shopify store. I'm going to click on Accept terms. First, we have verified the domain. Second, we have linked our Shopify store to our domain. So let me click on Finish Setup. As you can see, this will remain a problem until Facebook verify my domain. I will go back now to Facebook to show you how to set up your event. So as you can see in here, you have your shop, your Facebook shop. You can also add your Instagram shop with the same logic. Now, I will go back to my business manager and I will configure the aggregate events under my pixel. But the problem is that my domain is not yet verified, so I'm going to use another domain to show you how to set up your aggregate events. So let me go back to my business manager and let me show you how to do that. Here I am again inside of my business manager, and this is the pixel I've just created. I'm going to show you that under domains, my domain is not yet verified. Let me try to verify it now. It's still not verified. Sometimes it takes up to 72 hours to verify the domain. So I'm going back to pixels, and I'm going to show you where to configure your events. However, for this lecture, I'm going to use another domain that has been verified before. From here you click on Open and Events Manager. From here you can see that Facebook is actually asking you to add the aggregated event measurement. This is something new. Facebook came out with this option after I've asked 14 update. Now you need to precise for Facebook the eight most important events that happen on your store. This includes purchase, Add to Cart and shared checkout and stuff like that. If you'd fix it is already installed, installed and you have been gathering traffic for a long time. Facebook will suggest events that you most probably need. By default, however, we are starting from scratch, so we are going to add them to add all of them, but usually they aren't as I have showed you in a previous lecture, purchase and shared checkout at payment, Add to Cart, stuff like that. From here you need to go to aggregate event manager. You click on configure web events. And from here, you should be able to see your primary domain, the domain you've just verified and you click and you start adding events. Since the domain is not verified, you and not being able to see it here. So I'm going to show you another domain. I'm going to my own personal business account from here. This is my pixel I want, I'm using. I'm going to click on aggregate event measurement. I'm going to click on configure web events. As you can see, this is my website. I just need to click in here and I can click on manage events. I've already added two events. Whenever I change something it needs up to 72 hours to be alive. So I'm going to click on edit. And from here I can start adding events. So if you are doing, for example, e-commerce. So when you are doing e-commerce, the events are actually obvious. To add an event, you just have to click on Add Event. And from here you choose custom conversion and you choose the event. If you add into e-commerce, when you click on custom conversion, you will be able to see that e-commerce events. Let me try another account with an e-commerce website to show you how this happens. So I'm going to this account. This is an e-commerce website. This is the pixel from here, I'm going to click on aggregate Event Measurement. Click on configure the web events. So this is my verified domain in here, I have to configure my events. I can click on manage events like this and I can start adding events. So when I click on Add Event, I'm going to choose my pixel. And from here I will choose the events I have. You can add up to eight events in this section in here. If you are just starting out, you will have 0 events in here. So you will be, you will start to configure them one after the other, starting by purchase, then at payment, then in shift checkout, then Add to Cart, and so on. After doing all of this, you click on Apply. And this is it. This is everything you need to know about how to verify your domain, how to add your pixel to Shopify store, and how to configure your events. The next lecture, I'm going to show you how set up your Facebook ad account. See you there. Bye bye. 14. Setting up Your Facebook Ads Account: Hi there and welcome to this lecture. And this lecture we are going to see how to set up your Facebook ads account. We are going to cover how to create your ad account and how to change your payment methods and you will threshold limit. So let me move to my business manager account and let me show you how to do all of that. So here I am inside of my business manager and under account, I will go to Ad account. Since this is a new business management accounts are mostly probably Facebook will only allow me to add one account. If I go in here under business info, I should be feeling all my business information. But as you can see in here, that limit, limit as one, when you start spending money, facebook will allow you to create what ad account so you don't need to worry about that. However, make sure to fill all of these information to activate the two-factor authentication in order to make sure that your account is safe. From here, you go to Account and the accounts you get, you got to add accounts. And from here to click on add and create a new account. You have first center, you'd add account name. You have to enter your time and you have to enter your currency. You must know that you can't change the currency of your ad account after recreating, it, makes sure that you are choosing the same currency you prefer. So if your credit cards or debit cards or you'd PayPal is in Euro, make sure to pick the right currency if it's in USDA, makes sure to choose the US dollar in this way, you will make sure that you were numbers are the same and you will not get lost with the transactions and with the with the currency fees between dollars, euros, and stuff like that. So make sure to choose direct currency for you. Here, put your ad account name. I usually like to precise the currency of the ADA account and then aim, but feel free to name it as you wish. Let's say I'm going to name it echo fun. Usd one. I'm going to click on Next. I'm going to choose my business from here, and I will click on Create. I've just created my business, my account. And I will give myself the full permission and I will click on Assign, and I will add now the payment. And four, it's very important to add the payment and for now, so we don't forget in the future, because when you start running ads, facebook will prefer to have the payment methods and there to make sure that you will actually pay for your ads. Puts the payment methods put to at least, and this way you will give Facebook options in case one of your payment methods is not working. So in here I should choose the allocation that currency, the time is on, and I will click on Save. I will start on entering my payment information in here. You also need to add your tax information. This is something you need to do if not later on in the future, but you need to do that. Let me skip it for now in here you add the payment methods. After you finish this, you click on next, and this is it. I'm going to add any payment in front here because I'm not going to use this ad account. Now when you select it at an account, you can from here go to Ads Manager or you can click here on View payment methods. So let me click here to show you, you can re-enter your payment methods in here. If you didn't enter them in the previous step, or if you want to add a new payment method. This is my current balance. Balance and I have no payment because I didn't run any ads. These are my payment methods and this is my payment activity and this is my account spending limit. You can put that if you don't want your ads to spend more than a certain threshold, let's say for example, you want to spend $3 thousand per month on ads not Mode. You can put your spending limits in here, especially if you run campaigns with a daily budget. Sometimes Facebook cross this daily budget a little bit. If you want to make sure that you are still in the right limit, just put your spending limit in here. When you start running ads, you will notice that Facebook will start to bend new very frequently, okay, So you will have a threshold for building. It would be like $10, maybe $20. When you start spending more, Facebook will start to increase the billing threshold. So instead of billing you each $10, facebook wouldn't be billing you, for example, each $100 and so on. You can't change your billing test hold. I once tried to contact Facebook representative to ask them about that. They said that they prefer to get Facebook that time to adjust this by themselves. So just give it some time and you'll blink press hold will be updated by itself. So remember at the beginning would be built to frequently. Sometimes this will notice PayPal if you are paying through PayPal and they would ask you to verify that this is you who's being paying that, doing that much payments, you do that certification and you are fine. Later on, Facebook will increase the threshold and things should work for you. Here is an example from an active Facebook ad account and as you can see under their payment and here we have When you will pay, you can choose to pay each, for example, for $500 or on a specific date. This could make your life a little bit easier if you want to do accounting and if you want to make sure that you know how much you are spending each month, you can go in here and change your payment threshold. But even if you change the stress hold unless Facebook started to trust your payment methods and thrust to the stress HUD will not be going up. Always, always. You will start with a low threshold, then it will increase with time. Since this account has been active for awhile and we are spending money. Facebook here is precessing two conditions to bill us either when we reach $400 and ad spend all at the end of each month. So this happens when you spend money and Facebook start to trust you and you can't do a lot about that. But as I told you before, sometimes when you're just starting out and if you are paying through PayPal. This, this might be a problem because PayPal might tend to animate asking you if you are the one doing the payments. Since facebook will be building, you may be each twenty-five dollars or maybe even each $10. You just need to reply to PayPal and verify that this is you and things will work after that. You don't need to worry. Now, getting back to the account we were working on, finishing and filling out all of these information. You go in here and you change and enter your business info. It's very important to add your tax information because Facebook will not allow you to run ads unless you do that. Make sure to fill all the information, make sure to provide multiple payment methods. Just know that you're billing threshold at the beginning will be low, then it will be increased, and that's it. So that's it for this lecture and for this part, the next part we are going to talk about Facebook algorithm. And I'm going to show you how to understand how it works and how this will affect your S. So stay tuned and let's meet there. 15. How Facebook Algorithm Works: Hey there and welcome to this lecture and this lecture we are going to talk about how Facebook algorithm works. In this lecture, we are going to cover two things. First, we are going to do a summary of what we have learned so far about Facebook. And second, we are going to discuss how does Facebook decide where to put you and the oxygen. We are going to discuss this deeply through this lecture. So make sure to stay with me. First. I'm going to start with a reminder. You might remember always, whenever you are running Facebook or Instagram ads, that in order to run successful ads on both platforms, you must understand how marketing looks like on those platforms, facebook and Instagram are different than other ads platforms. So you have to understand them well in order to be able to unsuccessful ads on whether both of them or maybe only one of them. How Facebook and Instagram work? Instagram and Facebook are not shopping platforms, they are social media platforms. And we have talked about this before. People don't go necessarily to Facebook and Instagram with the intention of buying. They go there to enjoy their times, to check out their friends news, maybe to read the news and stuff like that. Always keep this in mind. Instagram and Facebook are social media platforms. They are not shopping platforms. This will help you to run successful ads because when you understand that this idea, you can know what kind of creatives can succeed on Facebook and Instagram. Everything that can have a viral effect or that can actually stop people from scrolling has a great chance of succeeding. Think about your ads, like you consider posts, for example, if you post something funny on Facebook, instagram, it will get a lot of shares, likes comments. So the funny posts usually have a very high probability of getting viral. For example, compared to a normal body in post, this same rule applies to your products. So you have to consider that your products or your creatives should be interesting enough, funny enough, maybe special enough to stop people from scrolling and take their time to check out your ads. Because remember, people on Facebook are there to enjoy that time. So if you As can actually help them to enjoy their time more on the platform, they would like it. They will share it and they will engage with it. And then this way, you'd add will go viral. The more your products are fun and engaging, the easier is it for you to run successful ads? This is a rule that you must keep in mind. The more you'd ads are fun and engaging, the easier it is for you to run successful ads. If you are selling, for example, a product that has a very big wall effect, it's very new, it's very different. It solves a problem that we are not used to. It's way easier to make it as conferred and engage and go viral compared if you are setting only a candle or maybe a normal Notepad. So the idea is, your products sometimes can help you to succeed easier on Facebook. Some products can succeed easier than others on Facebook because they are special, they are engaging, they are funny, they are new. They have a very high like wow effect. Keep this in mind also while you are running your ads. Now let's discuss how does the algorithm of Facebook ads work. Facebook ads algorithm is an auction. When you start a campaign on Facebook, you are basically bidding on the real estate of Facebook ads. So there are places on Facebook and Instagram where ads can be placed. You have, for example, their feed, the right column on Facebook, instagram stories. The Facebook story is the messenger. When you start a campaign, you are bidding on displacements and you are competing against every advertiser who's targeting your same audience using your same campaign objective and using the same placement. For example, I'm starting an ad targeting Instagram stories placement. I want my ads to only be placed on Instagram Stories. This is my placement. Second, I'm targeting people who are interested in veganism. So this is my audience. And third, I'm aiming for purchase as an objective. Now I would be competing with all advertisers who are targeting people interested in began targeting the Instagram story placement and using the same objective as mine, which is the purchase objective. Every single day if you are competing against other advertisers on Facebook, the auction never stops. You are always bidding and competing against other advertisers. What Facebook will do is today, thank you. Between those advertisers and your results will depend on that. Facebook will take my ad and compare it to all the other ads targeting the same audience, the same placement, and the same objective. And Facebook will decide which ads to show more. Your results depends on how the algorithm judges you. It depends on where the algorithm places you in the auction. Now let's take this super, super simple example. Let's say we have three advertisers advertise at a advertiser B and advertiser C. A, B, and C are wedding on the feed placement. The Facebook algorithm will decide based on multiple factors, how much of this deal estate, the feeding state he will be giving each of these three meters. The next lecture, we are going to discuss these factors and we are going to see how Facebook judges you and other advertisers. If you want to know more about The bidding system of Facebook, I recommend you to search for about ad auctions on Facebook and check out what Facebook says about that. It's nice to learn more about this stuff if you want to. Get more into details, stuff like that, I totally recommend you go and check out this article from Facebook. It will give you a better idea and a more detailed one. In the next lecture, we are going to discuss the three factors that Facebook use to judge where to put you in the auction. The coming lecture is extremely important because when Facebook judges you, and when Facebook decides where to put you in the auction, your results will depend on this, your results, your ad performance, everything will depend on where Facebook decided to put you in the auction. So make sure to watch the coming lecture. Because yes, you can be optimizing these factors and you can be working on them in order to have a better replacement and the auction. So stay with me and let's meet in the next lecture. 16. The 3 Factors That Facebook Use to Judge Were to Put You in the Auction: Hi there and welcome to this lecture. In this lecture we are going to discuss the three factors that Facebook us to judge where to put you in the auction. This lecture is extremely important, so make sure to watch it up until the end. In this lecture, we are going to cover two things. First, we are going to cover what is total value and second, how to ensure a better replacement in the auction. Facebook ads auction, while we have talked about this before in the previous lecture. And as I've told you, each time facebook wants to display an ad to any person, Facebook starts an auction. The winner of the auction is the ad with the highest total value. Okay, So Facebook decides which ads will be the winner depending on the total value. So what is adds total value? The total value is a combination of three major factors. Facebook use this estimated value to decide who wins the auction. And this value depends of three other factors I'm going to repeat. First the bidding, second, the estimated actual dates, and third, the ad quantity. When you have the highest total value, you can be at the top of the auction. This means Facebook will give you better replacement, cheapest prices, and better reach. Facebook will see all the advertisers who are competing for the same placements, the same audiences, the same objectives. Facebook will estimate the total value for each ad. And Facebook, we decide which ad is the winner one, when you are the winner, you will get better replacements, cheapest prices, and better reach. Now let us discuss the three factors that affect our total value. Since Facebook is going to judge us depending on this value, this means that this value is extremely important. How this value is being calculated in order to calculate this value or to estimate the total value. Facebook uses three criteria, as I told you before, within estimated actual rate and ad quality. Well, within as a factor that we obviously can't control because it depends on the capacitors, how much they are paying, what kind of building they are doing, and so on. It has to do with how much we are willing to pay to get the sale. Also, it has to do with our budget, how much we are willing to pay as customer acquisition costs and so on. And it also depends on our competitors and how much they are willing to pay. Second, we have the estimated action rate. This metric is related to the clicks, engagement and conversion facebook estimates we will have based on all the history and compare it to other advertisers targeting our same audience. Facebook will see our ads, and we'll see the add of our competitors. And Facebook will estimate how much engagement our ad will get. Comparison with this other advertisers. And depending on that, Facebook will give us an estimated the action rate and give our composited and estimated action rate. And obviously the mode engagement, your ads get the butter. In order to estimate this action rate, Facebook, use the old history of your ad account, your previous add, stuff like that to see your engagement. That's why if you are starting out, this could be a little bit tricky, but after time, Facebook will know where to put you. This late. Actually confirmed what I have talked about before. And it is the fact that Facebook likes the posts that get engagement because Facebook wants to make sure that their users, people who are using Facebook and Instagram, are enjoying their times on these platforms because otherwise, people will be moving from Facebook and Instagram to other social media profiles. Facebook wants ads that can get high engagement. That's why you need to focus on creating such ads. You'd add scant, be worrying. Your ads can be typically, you need to be creative. You need to have ads that actually can attract and the Grab your potential customers or any Facebook user. Now moving to the third factor and it is the ad quality. This one is basically about user experience. And if you'd add, help create higher-quality experiences for people. So if you'd add are getting a lot of free ports, for example, or hate comments. Facebook will lower your ad quality rate and this is bad because always keep in mind that Facebook wants their users be happy to be satisfied. So you'd add quality should be good if it adds are getting a lot of reports if your ads are aggressive, Facebook might even venue. Also, the ad quality depends on your page quality. The usual interaction with customers if you deliver your products on time. So your whole brand quality as well. Now let's talk more about the estimated action rate. And as I said before, it's about how much facebook estimates that you'd ads would get, clicks, engagements, and conversions. The estimated action rate is actually translated into two metrics. Facebook use. The first one is the engagement tank, and the second one is the convergent rank. Well, for the engagement rank, it translates how much engagement you would add is expected to get compared to add competing for the same audience. Facebook will estimate this. And the second one is convergent rank translate how much conversion you add is expected to get compared to add, competing for the same audience. Facebook will estimate these two metrics. And depending on them, facebook will estimate the actual rate. Facebook will estimate a few ads can actually lead people to buy. If a purchase is your objective, facebook will estimate if your ads will get people to visit your store, F, traffic and landing page views as your objective. Facebook will estimate if you will get engagement on the ads, if your objective is engagement and so on. In summary, the estimated actual rate is mainly about proving to Facebook that people are actually enjoying your ads. Thus, they are enjoying the time they are standing on that platform. Now, moving to the second factor and that is the ad quality. This metric is basically about the user experience and a few ads help create higher quality experience for Facebook users. It has a lot to do with the Post-It click experience. This means mostly your landing page and everything happening after that click. When you run ads on Facebook. Facebook wants to make sure that when people click on your ad, they are enjoying the experience on your soul or on your website because of Facebook users are not enjoying the experience. At some point, they will be leaving Facebook and Instagram, and they will be moving to other social media profiles. And this is definitely something facebook, it doesn't want. Facebook wants to make sure that you would ads are good for the platform. And that also the experience of food ads after you ads is also good that I can here will be translated into two metrics. Facebook use. The first one is the quality rank, and it's measured through feedbacks coming from your audience, such as people reporting or hiding good ads. So if you'd asked are aggressive, your quality rank might be low because people are reporting and hiding your ads. The second metric is page score. Facebook gives each page a score based on previous history and customers feedbacks. The higher the score, the better it is because it means that people like and trust you. Let me tell you how Facebook calculate these pages score. When people buy products through Facebook ads, facebook send them emails asking them about their feedbacks than Facebook use these feedbacks to calculate the page score. So the more your customers are satisfied with your products, with your services, that better pages score, you will get. A score below to me is you can't run ads is called below three means you have moderate problems that need fixing. Now let's try to understand this ranking from the Facebook point of view. Facebook wants to control its customers user experience to make sure they are satisfied. Facebook wants to make sure that when people are using Facebook and Instagram, they are enjoying their times and they are satisfied with the experience by using the ADC quality factor. They are pushing advertisers who run ads with good user experience and the auction because simply this will ensure more satisfied Facebook users. Facebook use this ranking to judge width, which ad has the highest quality, then Facebook will push this ad tomorrow. Facebook users, because Facebook, no, and estimate that this ad with perform better. So it's all about keeping Facebook and Instagram fine. It's all about satisfying Facebook and Instagram users. Using this ranking, Facebook, we'll make sure that Facebook users, it will remain satisfied. Second, this vector, it has to do a lot with the post-classic experience. Facebook wants to know if people after clicking good eggs are actually taking action or bolting from your pages, or are they checking multiple pages on your store? Are they often enter your subscription list? Are they spending much time on your store, stuff like that. All of these factors in order to judge the postvocalic experience, in order to know if people are enjoying their time on your stored on your website. So if you started is not good and people are bouncing and leaving your store, Facebook will not give you a good quality ranking. So now that you know all the factors that might affect your ads total value, you have to know that the more mutated value is better, the lowest costs will be. Okay. So if Facebook, things that your ads will lead to a good user experience, that Facebook users will enjoy your ads. Facebook will push you in the auction and this will lower your costs. That's it for this lecture and for this part, the next part we are going to discuss Facebook Ads campaigns. So stay with me and let's meet and then extracted. 17. Typical Campaign Structure: Hi there and welcome to this lecture. In this lecture we are going to talk about Facebook ads campaigns and the precisely we are going to talk about that typical Facebook campaign structure. In this lecture, we are going to talk about two things. First, that difference campaign levels. And second, I'm going to give you a short overview of each level. So this is the typical campaign structure. First you have the campaign, and under each campaign you have multiple ad sets. I'm only including two sets, but you can go as much as you wish. You can go with 51020 as much as you wish. And under each ad set, you have the ads. So first you have the Campaign level, which is the highest level. So under each campaign you have multiple assets, and under each asset you have multiple ads. And in each ad account, you can create multiple campaigns. So starting at the campaign level, which is the highest level, is there a value where we precise our objective? We tell Facebook what we want out of this campaign. And don't worry that this electrode on this course about campaign objectives and everything else. So just stay with me. Each campaign, we do our best to target one objective. So we choose the one objective PR campaign. And we do our best to target one customer avatar and we target one step of the funnel. Each campaign should be targeting one objective, one over time, and one step of the funnel. This is the best way to work with Facebook ads is to precise the objective of each campaign, who you are targeting and at which step of the funnel. This will make more sense when you continue watching the course. But for now, keep this on your notepad or in your mind that each campaign should be targeting these three. After the campaign, we have the assets. And assets usually differ by the audiences we are targeting, by the placements and by their budgets. You can either precise the budget at the Ad Set level or at the campaign level. It's up to you. We are going to talk about each case and when to use each one of them. But at sets differ by this. The audiences you are targeting, the placements you are targeting, and the budgets by placements, I didn't mean where you want to add sweet placed. So it's either Instagram stories, Instagram feeds, Facebook feeds, messenger and so on. Budget is the budget, how much you are willing to spend daily or on the entire campaign. When it comes to audiences, this is a big part of this course, how to target audiences, how to find your customer avatar, and so on. We are going to talk about all of this later in this course. After It's at level, we have the ads level. We usually try to test the same ads across multiple ad sets. We'd like to try to fix some variance and make the ads constant between the assets. I highly recommend do that in each of your assets, you try three types of clear tips. So he try an image, you try a video, and you try a CTO style because people have different preferences. Some people might like images, others might like videos. You need to make sure that you are providing the type of creatives. Facebook algorithm can run the ads in a way to provide the best creative type to each customer, okay, So always include these three type of creatives later on when you start running ads and after a while, you will know which creatives I performing best. Usually videos perform best, but they are also the most expensive. So maybe one of your images will perform very well. So always try different creatives. Images usually are less expensive than videos and some people prefer them. Now I'm going to move to my screen to show you how you can create your first Facebook Ads campaigns. I know that many of the things that you would be seeing now will not make sense for you because within discuss all of them. But it's okay you are going to understand everything when you finish watching this course. So let's move to my screen and let's see how you can start creating your first campaign. And how do you see these different campaign levels? Here I am inside of my Facebook business suit and I made sure that I'm starting from here because I know sometimes it's hard to know where the Ads Manager. So from here, I usually take this road, I go to settings. I always like to go to my business settings and from there go to everything else. So I'm going to more business settings. So now I'm inside of my business settings from here I'm going to add accounts. And as you can see here, I can access all of my assets. From here, I'm going to add accounts. I'm choosing my other account and I will open it in Ads Manager. This is my Ads Manager and as you can see from here, I can change the ad account I'm working on because I work on multiple ones so I can change the ad account from here. Here are the notifications Facebook are giving me about my Facebook ad account. And here I can see that the current campaign levels. So first I have the campaigns, second I have the assets, and then the adds heat. I can see all the campaigns I have created. Heat I can see all the assets I have created and heat I can see all the ads I have created. Let's go in here to create our first campaign. So from here, we can choose our campaign objective, okay, So we have the awareness, consideration, the conversion, and we can choose from them. As I told you before, we are going to discuss all of these objectives and details. And I'm going to tell you which one you should be working on depending on your business and everything else. So let's say for example, I'm choosing conversion, which is the top objective for any e-commerce store. From here, I can either name my campaign or I can continue like this. So now I have my campaign here. I can change all the details about this campaign. So I have the name, I have. This campaign will be will have a different or special Ed category. I should be mentioning this in here. He'd also, I have the campaign details. Here. I have the AB test section if I wanted to try AB testing. And here I have the campaign budget optimization. If I want to set my budget at the campaign level, which means if I want to give my whole campaign one budget and let Facebook divided this budget between my ad sets. I should be precise in the budget in here. I would give my budget to the whole campaign and Facebook, we take that budget and optimize the budget between ad sets. We call the CBO or campaign budget optimization. And also we are going to talk about this in details later on. Under their campaign. We have the Ad Set, which, which was created by default. This is our ad set, and here we have the asset name, we have the conversion location, we have, we don't have a pixel. That's why we need to install it. We have, if we wanted to create dynamic creative, we have the dynamic reactor from here. Here we choose our optimization and delivery, the budget. If we wanted to precise the budget at the ad set level, this is where we should be putting the budget, Okay? So you have two options. Either you put the budget at the campaign level or you put a budget at the ad set level. If you didn't choose a budget at the campaign level, you need to put the budget at the ad set level and you need to give each of your ad sets the budget you are willing to spend. And here you can schedule your ad set, and here you can be precise the audience, and below it you can choose the placements under the assets you have that adds in here. And from here you can put your adds information under this campaign in here I can go and create another etc. If I do a quick duplicate. Now I would have two assets. And as you can see under each ad set, I have one AD. Let me now duplicate the ED. As you can see now I have two ads under this, etc. So it's campaign, etc. And then x. Now let me take you to a live Facebook ad account and let me show you how this looks like. This is an active Facebook ad account. And as you can see in here, you can see all the campaigns, the inactive ones and the active ones. In here. You can see all that sets. In here. You can see all the ads. If I go to campaigns and I choose one campaign, let's say for example, this one. When I select this campaign, when I move in here, I only see the assets under this campaign. When I move in here, I will only be seeing the ads under this campaign before finishing up this lecture. That is a very important note that I need you to keep in mind. Always try not to complicate things. We need to keep things simple because this is how Facebook works the best. So for example, for your campaigns, always make sure that you are targeting one avatar and using one objective. Always try to have a small number of campaigns, maybe three or four campaigns. And this is it always try to keep you a number of assets also limited, especially if you are just starting out and testing things. You don't want to be testing tens and tens of assets without being able to read and analyze the results. So keep it simple, take it easy, step after step. In this course, I will show you how many campaigns you should create and the difference between each campaign. I'm going to also show you how many, etc, you should start with and so on. That's it for this lecture. It was meant to give you a general overview of how Facebook Ads campaigns structured. And the next lecture we are going to explore the different campaign types and when and how to use each. So make sure to stay with me. See you. Bye-bye. 18. Different Campaign Types: Hi there and welcome to this lecture. We are still talking about Facebook ads campaigns. And in this lecture we are going to see that different campaign types. We are going to discuss the definite campaigns types and different requirements. Also, we are going to cover how to use each of these campaigns and when. Previously in this course, I've talked about the different steps of Saves funded. If you don't recall the previous lecture, please go back to this lecture. It's very important to understand your sales funnel before moving on to understand your Facebook ads campaigns. But as somebody you sales funnel have three different steps. First you have the top of funnel step, then you have middle of funnel, then you have bottom of funnel. The top of funnel is the prospecting phase where you are trying to drive more traffic to your store. You are trying to gain new customers. You are trying to get more people to know about you and about your brand. So we call it the prospecting phase. And that campaign we run for this special step of the funnel is called prospecting campaign, as I told you before in the previous lecture, actually, it's very important to keep each of your campaigns dedicated to one step of the funnel. So our first campaign is a campaign that would be dedicated for our top of funnel step. It's our prospecting campaign. The second type of campaigns we have, and it's dedicated for the second step of the funnel. It's that he's targeting campaign or the middle of funnel campaign. It's a very important campaign because we already targeting people who already interacted with our brand. And the third step of the funnel, we are talking about very warm audiences. So this is also a retargeting campaign and we call it bottom of funnel campaign. Ends up top of funnel campaign. We target called audiences, people who don't know about us, never heard about our brand before. So at this level it's all about brand awareness, getting people to know us, getting people to get familiar with our stored. And so on. The second level, we are targeting hot audiences, and then the third level we are targeting warm audiences. I have talked about the difference between hot audiences and warm audiences. And we are going to talk more about this also through this lecture. Let's start now with the first type of campaigns, which is the prospecting campaign. Tof or prospecting campaigns where we are targeting called audiences. With this campaign we are targeting called audiences is based on that interests or behaviors or using lookalike audiences. We will be discussing all of these targeting options also in that targeting section of this course. This campaign is very essential, especially if you are starting out since it's the first step of your acquisition funnel, if you are just starting out, you don't have any traffic on your store and you don't have an email list, you are just totally new. You need this campaign because you want to get people to know your brand. But even if you have been on a market for awhile, if you are looking to scale your business, if you are looking to move it to the next level, you can't scale it unless you out of driving new traffic to the store, you are driving always flashing traffic to your store. You are gaining new customers and annuities and so on. This campaign is very important if you are looking to scale your business. And it's very, very important if you are starting out because no one yet know about your rent. And you want people to know about your brand and to start visit your store. The costs of these campaigns are usually high because you are targeting people who don't know about you. So it's hard to convince them from the first campaign. As I told you before, you need on average eight touch points to convince someone to buy from you. So eight is the average number. Some people will need more, some people will need less. So this means that many people will be converting at this campaign, at this level. But to be logical, most of the people will be converting at the other steps. So it's very normal that this campaign will have the highest cos ever. Most campaigns are usually divided into two types. We have first the testing campaigns, then we have the scaling campaigns. When you are just starting out, you will start with the testing campaigns because you want to validate your offer, your ads, you're targeting everything else. After running testing campaigns, we move on to running scaling campaigns because you already know what's working. So we take everything working and we put them inside of our scaling campaigns. And we started scaling those campaigns. At the testing campaigns, we will be testing things that we didn't validate before. So it could be the product that landing pages that store the offer, the ad creatives and copies the audiences and so on. The scaling campaigns are the ones who succeed and the testing phase, and now we are scaling them. I will show you how to schedule campaigns properly later on on this course. So keep this in mind. Now for the testing campaign, I'm going to give you the perfect structure for this campaign. The main purpose of this campaign is to gather data. When you keep this idea in mind, you will know how to run these campaigns, went to stop them and how to deal with them. At this level of the funnel, at this level of your Facebook as journey, your purpose is to gather the data. To make your pixel stronger, to make Facebook know what kind of people will be actually buying your product. This phase is the hardest phase of running Facebook ads because most people will start here and stop here. It's totally normal to spend money at this step without making a lot of profit. Because at this step, you will be training your pixel. You will be training yourself and you will be training facebook algorithm to know where to put your ads and to whom to show you that if you are looking to create a true business and if you want really to profit from Facebook ads, you need to be patient and you need to convince yourself that this phase will be earning phase to you and to Facebook. Under the testing campaign, I recommend you to go to maximum with five assets. Only five assets. In each asset, we target different audiences. And under this ad sets, I recommend you to go with three to six ads per etc. I guess there is enough. But if you want to be very creative and test different hooks and stuff like that, you can go with sex ads. I recommend you to use the budget at the Ad Set level. This means that to put the budget at the Ad Set level, not at the campaign level. I guess this is better because in this way, you will be more in control when you give Facebook the budget at the campaign level, Facebook, we will be dividing the budget between the assets. However, when you put the budget at the Ad Set level, you will be in control so you can shut down. And I'd said, start a new 12 on. That's why I highly recommend you at this step of your Facebook ads campaigns to use the budget at the Ad Set level. That's why I recommend you for your testing campaigns to keep the budget at the ad set level. This is the best way to do things later on when you pixelate strong and they are running scaling campaigns. We might move to putting the budget at the campaign level because at this step we will know that Facebook is trained enough to know how to divide the budget between the assets. Well, before I asked 14 update, we could go with small audiences like between 500 thousand maybe to one million, two million, something like that. Now after the new update and since Facebook pixel is blind and several spots, Facebook is recommending going with larger audiences. And actually we are seeing better results when we use the larger audiences. That's why I recommend you to at least, at least go with audiences between to millions to ten millions. This is that list. Sometimes I work with audiences lower than that, maybe between 500 K to five millions. They are still working. But in general, the biggest you'd audience Is that better? But this doesn't mean that you should be going with 20 millions and so on, especially if your budget is limited. So just start with the sizes, see if you are actually seeing results and optimize from there. Now moving to the scaling campaigns, the scaling campaigns are different then the testing campaigns, because we validated I would offer our products. We know what works, what doesn't work, and so on. The purpose of these campaigns is to analyze that, gather data from the testing campaigns and to optimize. We've done our testing campaigns. We know that this offer with these two ads are the best performing ones and that this audience and this audience are also the best performing quants. We combine all of them inside of our scaling campaigns and we start scaling. We gather everything that we have learned from our testing campaigns. And we put all of our, all of our findings inside of our scaling campus. Under this campaign, I usually recommend to have five assets. The number of ads per asset is also between three to six. And for this campaign, we can be using CBO or campaign budget optimization. You already know that your ad sets should work. So you just get Facebook the budget at the campaign level, and you let Facebook decide how to optimize this budget between the different assets, usually at the scaling campaigns, CBO performs very well, and Facebook is very good at optimizing the budget when the pixel is already trained for audience sizes or larger audiences work. So for scaling campaigns, you can go with larger audiences than with texting campaigns. And the sky is your limit, the more budget you can put, the mode audiences you can target and so on. But definitely for this step, you as larger audiences then for your testing campaigns. Now moving to the next step of the funnel or the middle of funnel. And here we round retargeting campaigns for warm audiences. We use this campaign to reach out to warm audiences. So people who engaged with our social media profiles at all visited our website and so on. Usually we go with one to two, etcetera, depending on the sizes of your audiences. If you are just starting out, maybe you just need one, etc. Because you need to combine all of your social needs that engages and website visitors inside of one, etc. If you adjust, if you are just starting out, your audience's sizes will be small. And you can start and accept with ten K as audience size. Instead of that, you combine all of your audiences inside of one, etc. And you don't want asset. So you can combine your social media profiles, engages your website visitors, and create custom audiences and put them inside of the same accept. Also, don't worry if you think that this is a little bit difficult, we are going to see how to do that inside of Facebook business manager later on, if you are just starting out, I recommend you to start with the biggest windows. So see the biggest allow time window and go with it. That isn't behind this is that you add account still new. You don't have enough data, you don't have big audiences. So it's better to keep your windows open at the beginning. Later on, you can start testing with smaller windows. When, when you, when you make your windows smaller, you'd audience will be smaller as well. Because you are, for example, telling Facebook, instead of creating a custom audience of people who engaged with your Instagram profile. And the last six months, you are telling Facebook to create an audience of people who engaged with your Instagram profile and the last one month web. Logically, people who engage with your Instagram profile and the last one month are warmer than audiences who interacted with your Instagram profile in the last six months. Because the interaction is still new in this case, and people still remember your brand. But if you are just starting out, keep your Windows big, you don't have enough audiences to start dividing them into small windows and stuff like that. When you have enough data when you are driving, a lot of traffic just told you can start thinking about like testing the front windows may be, for example, you test, maybe you test Instagram engages for that as one month, two months and so on. And you can define what's the best window for your business. For the creatives at this campaign, I recommend you to use user-generated content. Creatives. These are creatives that you feel that normal people like real-life people, everyday people, I'm creating them. They look like a organic posts on Instagram and Facebook. Like they were taken using an iPhone or selfie mode or something like that. Usually this kind of creative work, very good because they look authentic, people trust them, and people can relate with them easily. We are going to see this in much more details and the Creative section of this course, we are going to discuss UGC. We are going to see the different kinds. I'm going to show you inspirations. So don't worry about that. Also, he can use reviews because reviews are very important to build up trust. And people at this step of the funnel, they already know you, but they are not convinced yet to buy from you. They are considering your brand. So when you give them reviews, you give them more trust and you give them the views. You can build up trust with them and you can convince them to buy from you. You can use lifestyle videos to make your viewers feel how the product will help them in their real life. Also, you can use new social proof. So for example, a few I mentioned certain newspaper or on certain blog. You can add that inside of your ad creatives also to create social proof and built up trust. Now after the middle of funnel campaign, we have the bottom of funnel campaign. And it's also edit targeting campaign and it's dedicated for hot audiences. This is the campaign we use to reach out to hot audiences. People who added to cart viewed content both from us before and so on. With this campaign, we target hot audiences, people who are very, very familiar with our brand. We use one to two assets for the same reason because your audiences sizes are small. Also for this type of campaigns, you need to keep your Windows very open, especially if you are just starting out. And for the creatives you also use the same type of creatives. Ugc review is lifestyle, new social proof and so on. These either defense campaign type on your ad account, you should have at least one prospecting campaign and one retargeting Campaign. Don't worry, we are also going to discuss all of this much more in the coming lectures. So make sure to stay with me. The next lecture we are going to see how to create a Facebook Ads campaigns. So let's meet that. Bye-bye. 19. How to Create a Facebook Ads Campaigns: Hi there and welcome to this lecture. And this lecture I'm going to show you how to create your first Facebook ads campaign. And this time I'm going to go in details into each part of your campaign structure at everything. So we are going to cover then two things. First, how to create your Facebook ads campaign, and second, how to understand the default options. You'll find in there. Too many people. Facebook Ads Manager is challenging, so I want to make sure that it's not for you. Let's move to my screen and let's start seeing how to create your first campaign. So here I am inside of my Facebook business suit. And the first thing I want to do is to link my pixel to my ad account. I will be going to settings as usual. Then from there two more buttons, settings. I can see now all of my business settings, I will go to data sources, I will go to pixels. I will select the pixel. And from here I will add assets, and I will add my ad account. This is it. When you do that inside of your ads manager, you will be able to link your pixel for a two-year campaign, okay, So you must do this step. Now I will be moving to a tunnel, that account that's been running for awhile. And I will create a campaign inside of it because it has everything that domain is verified, the pixel is setup and so on. Here I am inside of my Ads Manager. As you know, we have campaigns, ad sets and ads. I will start by creating the campaign. As I told you before, the first step in creating good campaign is to precise in your campaign objective. So quickly I will be choosing conversions as this is usually their favorite objective for e-commerce. And remember there's electrode and this course about objectives, so you will understand everything later on. I can name my campaign, my headset, and my ads. I usually have some kind of template that are used today, my different campaign levels that is electrode Also in this course where I showed you how today mute campaigns and you'd ad sets and ads. So you'll be able to understand the structure of your ad account and you will be able to easily read the results. I will keep this blank for now. Then I will name everything duty in creating the campaign, I'm going to click on Continue. Now I created my first campaign in here. I can name my campaign as I told you before, under that I should specify if I have some special Ed category, if my ads fit under some special Ed category, as you can see, there are these different categories. Usually for e-commerce, we don't have any problem with this. So we don't precise a category. Under that. You have the campaign details. So you have the biotype, it's oxygen, you don't play around with this. Then you have the campaign objective. This is the objective we have precise in the previous step. But if you want, you can go in here and edit your campaign objective. You can even edit your campaign objective while it's running. However, I don't recommend you to do that. I will go and do to stick with your objective from the beginning. Don't play around changing your campaign objectives. This is not healthy for Facebook algorithm. Under that you have the AB testing. This is something I don't actually use, but it's a way to AB test your ads if you wish to. And under that you have the campaign budget optimization. This is what we talked about, CBO when you precise the budget at the campaign level. Now it's off. This means when I go to the ad set level, it can't be precise the budget inside of the ad set level. If I go back to my campaign level and I choose to make it CBO, this means I'm going to precise the budget at the campaign level. When I go to the Ad Set level, I don't anymore see the budget because it's already decided in here. When you precise, when you tell Facebook that you want to give the whole campaign, for example, $50. Facebook will be dividing this $50 between the different assets depending on how the algorithm estimates each ad set, work and engagement and performance. When you choose CBO, you are giving Facebook too much credit to our letting Facebook decide things for testing campaigns. I don't recommend using CBO. I prefer to precise the budget at the Ad Set level. You precise the budget for the whole campaign in here and forbids strategy. There are multiple options to choose from. There is also a lecturer in this course about these multiple options. But let's keep it as lowest cost because most probably this is what you will be doing. I'm going to change this and keep the budget at the Ad Set level. And if you have one ad set and the whole campaign, it doesn't actually matter if you choose the budget at the campaign level or at the asset level. Choosing CBO in here, mighty change how you will be able to optimize your campaign. And we are going to talk about this also later. Moving now to the Ad Set level. And here you can name your ad set. And in here you can choose where the conversion event will be happening. And our case it will be happening on our website. This is that pixel we are linking its length by default. And here we can choose the conversion event. As an e-commerce store, you have different conversion events. You have Add to cart, checkout view, content, purchase, and so on. From here you can precise which objective you are aiming for in this campaign. When you tell Facebook that, for example, you are running this campaign to purchase. This means that Facebook will be doing its best to make this campaign, make purchases. A few tell Facebook that you want this campaign to get engagement. Same Facebook algorithm would be showing this ads to people who owns really engaged with ads. If you tell Facebook that you want traffic, facebook will do its best to show your ads to people who usually go to the websites and visit them. Depending on your objective, facebook will be optimizing your campaign. Choosing your objective is a very important decision to make. And I know that obviously many people think that purchases the best objective ever and we shouldn't think about any other objective. But in some cases this is not true. In some cases, you need to use different objectives. And that's why in this course there is a lecture about objectives and when and how to choose each one of them. But for now, let's be very optimistic and let's choose purchase. Here you can choose to create dynamic creative. These are the creatives created by Facebook and Facebook like optimize them depending on each user. Also, we are going to talk about this more in the future. But when you choose this option, here, you are, You start to create dynamic ads. When you stop it like that, you create static ads. Static ads will be the same for all Facebook users. Dynamic ads will be different depending on how Facebook estimates the preferences of each user. Under that, we have multiple options, starting by the attribution setting. What also, this is something we are going to discuss later, but quickly attribution is how much Facebook is taking as a period to attribute a sale to your ad. Don't worry if this is not clear enough that is elected about this later on. But in here you have these options. Either It's one day click, seven-day click once they click or seven day click one day view. This is now the default option. Facebook changed these attributes in the attribution settings after I've asked 14 update. So now we are only left with these four options. Before I asked 14 update, we had many multiple options, more bigger windows like 2028 days and stuff like that. But for now this is what we have. And don't worry, I'm going to tell you which attribution setting is the best for your ads later on in this course. Now scrolling down, we have the budget. So he represents our ad set budget. So you can choose between daily budget or a lifetime budget. I always recommend you to keep your budget on daily basis because if I can paint is doing well, we don't want Facebook to shut it down because the budget ends. So always use daily budget because in this way you will make sure that if a campaign is doing well, you will be able to keep it running. If not two will be able to shut it down. This is the daily budget to precise the budget in here. Here you can schedule your ad set and then you can set an end date. I don't recommend you to do that. Below that, you can schedule you that. Now before moving forward, there is something I want to tell you about the conversion event. As you have noticed, we have precise the conversion event at the Ad Set level. This means that I can create a new headset and instead of choosing purchase as my objective, I would choose Add to cart or something like this, but I don't recommend you to do that. I recommend you to use the same objective across all of your ad sets. I think this is better when it comes to the algorithm optimization and to the performance. So keep all with the same objective between all of your assets, as I told you before, one objective PR campaign. Now, going back here, we have the audience after the budget and schedule. We have the audience here to be precise, the people we are targeting. Here we create, here we can use saved audiences. So we create custom audiences inside of Facebook ads manager and we link them in here. All we create new audiences. Everything I'm saying here will be discussed later in this course, suggests stay with me. Here. You can start using your existing audiences if you wish. Or you can target people depending on what they are interested about. So here you choose the location, the age, the gender. Here you can't do detailed targeting. So for example, I can come in here and tell Facebook that I want to target everyone who's interested in veganism. By typing veganism in here I talked Facebook to target everyone located in Lebanon between 1865 years old. I targeted all gender and who are interested in veganism. I can keep adding interests, for example, I can add, for example, a CO. Let's see if there is ecofriendly or something, a code of G. I can add, for example, weekend food to see if this is an option. This is most probably a brand. I can't keep adding interests and Facebook will be using these interests to target that. After doing that, you can also exclude audiences. This is something I don't recommend you to do. You can exclude people. So for example, you can exclude some part of your audience if you wish to. I don't recommend you to do that. I prefer to only use the interests and to combine them one after the other. In some specific cases, we might exclude our old customers, but not on all cases. We are going to talk also about that later on. Here you precise the language. This is actually something very important. For example, if you are running ads in USA or if you are running ads in UK, you besides that you want that language should be English. So you make sure that only people who speak English RCA good ads. And this way you will make sure that everyone who's seeing good ad will understand it. When you finish that, you can save the audience you have created. When you finish setting up your audience here you can see your audience definition and you can see the estimated daily results you can get out of this ad, out of this asset. Below in here, you can choose the placements. So you can choose either to get Facebook the freedom to place your ads and their placements. So Facebook will decide whether to put your ads on Instagram feed on, maybe on Instagram stories, on maybe on Facebook feeds, or maybe on Instagram Messenger, Instagram search page and so on. Or you choose that placements manually. So you go in here and you start selecting where to put your ads. So maybe you would remove Audience Network, maybe you would remove a messenger and so on. Usually, as a general recommendation, I recommend you to keep the placement automatic. Before I use the recommend you to put your ads on the feeds, on Instagram feed and Facebook feed. However, this is changed because now Instagram stories have a very low cost and very good performance. So I recommend you to keep that placements automatic unless you think that your audience really prefer one type of placements than the others. If you think that your audience is only on Instagram, but remove Facebook from the equation. If you think that your audience is only on Facebook, remove Instagram from the equation, but always keep testing because this is the only way to make sure that you are explaining all the available options. I recommend you to keep the placement as automatic. I recommend you to keep your placements as automatic and to give Facebook several ads creatives that were on, on placements. And let Facebook decide what placements are the best for your business. And later on when you know this, you might start by choosing the placements that perform best and the best, but always, I guess automatic placement as a good choice. Now that we've finished setup your ad set level, we move to the ad level in here. First you have to precise to add name. Then you have to link your Facebook page and Instagram page. And after that, you start setting up your ad. Here you can choose between creating a new ad, use an existing post, or use Creative Hub mock-up. I'm going to show you how to use it later on in this course. Well, if you want to use an existing posts, this is a good option because in this way you will keep gathering the social proof on the same post that likes the engagement and everything will be collected on the same post. You can also, after creating your first campaign, you can duplicate the campaign until Facebook to keep the engagement, I'm going to show you how to keep engagement between adds in a lecture in this course. So don't worry about that. But this is a first option and that is to create the ads. Here you can choose a dynamic format for the ad. Here you can choose a single image, carousel or collection. So for example, if we choose this one, this means that we have to add multiple images and texts. You can also tell Facebook to use one single photo. This is also an option. You can also choose a collection and so on. Under that, you have to answer the primary texts, that headline and so on. Don't worry, we are going to see all of that when we create our ads. So for example, now I've chosen carousel as an example. Here I have to answer the headline, that description, that website, all of these information for each of my ads. As you can see, you can here see the preview of your ads, each one of them. Here I can start adding the next carousel, the next carousel and so on. You can also choose to automatically show the best performing cards first. And you can add a card at the end or with your page profile picture if you wish. Okay. Don't worry, all of these options will be discussed in details when we go to the Ad Set level and I showed you how to create your ad and how to make it live inside of your ad manager. Here you have the destination, its mean, it means where you are leading your customer's tool. So let's say you are leading your customers toward your landing page. Here you should be putting your landing page URL. After that, you have that tracking. For example, we are tracking what's happening through this pixel. You can also use UTM parameters for also something could discuss later on, but this is a good option, especially now with IS 14 update. And for the limitation that's happening with Facebook ads results, everything you have seen in here will be discussed in details through this course, I'm going to show you how to choose each and every option of these options when it comes, for example, to your headline, your description, to your call to action text, and so on, even to your creative types and so on. But for now, for this lecture, this was a detailed overview of the campaign structure. I want to make sure that you understand what I'm talking about, where I start discussing each and every detailed in the campaign structure. The next lecture I'm going to show you the difference between CBO and ABO and when to use each one of them. So make sure to watch the next lecture. See you there. Bye-bye. 20. Difference Between CBO and ABO and When to Use Each One: Hi there and welcome to this lecture. And this lecture we are going to discuss the difference between ABO and CBO. We have talked about that, but in this lecture we will make everything more clear. So first we are going to discuss the difference between these two strategies. And second, we are going to discuss when to use each. Well, APO is etc, budget optimization. It means when you choose the budget at the Ad Set level, this means each ad set can have a different budget. When CBO S campaign budget optimization, you are choosing the budget at the campaign level and you are giving Facebook the freedom to use this budget between assets. So Facebook will decide, for example, to spend $10 on one ad set and $5 on the other one. When you use APR, you are telling Facebook to spend that total asset budget regardless of the asset results. So even if an asset is performing poorly, Facebook will continue to spend the budget. While this kind of strategy is recommended when you are doing testing campaigns, because first, it will give you more control over your budget. And second, if you want to stop and ad set and start a new one, you can do that. Let's say you have a campaign with three assets. You precise the daily budget of each ad set. For example, you can give each 1, $10, or maybe $110, the other $120, and so on. And Facebook will be spending your budget on each etc. So even if your ad set is not doing well, facebook will continue to spend the money. Now with CVI or italic Facebook to spend the total budget between assets in a way to get maximum results. If one of your headsets is performing poorly, Facebook will move the budget to the other assets that they are performing well. This is very recommended when you are scaling or we are doing retargeting campaigns. Because this way you are relying more on Facebook algorithm to optimize the ads and give you better results. Let's say you have a campaign with three assets. You precise that your campaign daily budget is $30 and Facebook will be spending your campaign budget over these assets. Maybe Facebook will spend only $3 on the first ad, set, 20 on the second, seven on the third, depending on which asset is performing the best. So this is very important because in this way you will be saving your money and you will be optimizing your budget. However, this is recommended only for retargeting campaigns and for scaling campaigns, for testing campaigns, I recommend you to go with ABO because you will be more in control. And not only that, you will be able to shut down at sets easily. Because if you are running a CBO campaign, I don't recommend you to shut down and asset if the campaign performance is good. Because if you shut down and I'd set because it's not performing well, your whole campaign optimization might not work anymore. If you have a CBO campaign that's working, Don't touch it, leave it as it is because the optimization is done for the whole campaign. However, if you are doing a navy or campaign with multiple assets, it's okay to turn on or turn off some assets depending on the results, because each ad set is different and the algorithm is not optimizing the whole package. The algorithm is optimizing each of your assets. As I showed you before, you choose your budget strategy at the campaign level. So either you choose to do campaign budget optimization, and when you do that, you need to precise your campaign daily budget from here, or you keep it off and you go to the ad set and you precise the budget at the ad set level. If you have one, if you have one ad set PR campaign, it's the same whether you are using CBO or ABO, but if you have multiple ad sets or if you are planning to add new ad sets and the future, you have to precise trump the beginning if you are going to do a CBO or an ABO campaign, as I told you before for testing, always go with ABO, 40 targeting and scaling. Go with CBO. That's it for this lecture and the next lecture, I'm going to show you how to plan out your campaigns using the campaign worksheet I have created for you. So stay tuned with me and let's meet in the next lecture. 21. Campaign Worksheet: Hi there and welcome to this lecture. In this lecture I'm going to show you how to use my worksheet in order to organize your campaigns and you'd ad sets. I use this worksheet daily with my ads and with my clients ads, and it tells me to stay organized and to stay focused. This worksheet is divided into do different kinds of pages. The first one is the campaign planning worksheet and the second one is the asset planning worksheet. The first worksheet in here, you fill out all the information related to your campaigns. So you start first by your campaign name, the campaign type, the starting date, the objective, the avatar, the budget, the product and offer, and the acceptable acquisition cost. Then after that, you plan out your ad set. So let's say for example, you are going to run a campaign with three different assets. And the first one you are going to use maybe blogs, maybe TV shows, series as your interests. You start in here by naming this asset, for example, media. The second asset, maybe you are going to target a lookalike audience. You name this asset lookalike audience, maybe in that third etc, are going to use colleges or maybe schools in order to reach out to your customer avatars. In this case in here you fill out the information typing schools or colleges and so on. So after finishing planning out your campaign in here, you move on to planning out your headset. So also you put that set name, the type, the starting date that targeting types. So add you targeting by interests or our retargeting, targeting by behavior. Or maybe you are doing retargeting and so on. Then you put in here the starting budget, the product or offer, the acceptable acquisition cost, acquisition cost, and the state, is it scaled or not yet? Then in here you fill out that adds information. So you are planning, for example, to start with two videos, one image, one carousel, and so on. You plan them in here. I find that with these worksheets, I'm able to be more organized and to plan my campaigns and a better way. So I have an idea, like a realistic idea about what I'm going to do. That's it for this worksheet. In order to download this worksheet, just go to the references of this course and you will find it. The next lecture we are going to discuss the campaign objectives and what are the things that affect my objective of choice? The coming lecture is extremely important, so make sure to stay tuned and watch the upcoming lecture. See you there. Bye-bye. 23. Campaign Objectives & What Affects My Objective Choice: Hi there and welcome to this lecture. And this lecture we will start to talk about your campaign objectives and what affects your objective choice. We are also going to see the best recommendations to keep in mind while choosing your campaign objective. Well, let me start by defining what is a campaign objective when you precise to Facebook, your campaign objective, you are telling Facebook what you want. So if you precise the Facebook that you want, that traffic objective, this means that Facebook algorithm will be optimizing your ads in a way to get you more traffic. If you tell Facebook that your campaign objective is reached, Facebook will be working on getting your mortgage. When you tell Facebook that you want engagement as an objective, facebook will be giving you engagements. This means facebook will be showing your ads to people who use really engaged with ADD similar to yours. But people who are engaged with ads are not necessarily the same people who buy. So you have to keep this in mind. The objective you precise in here the decades, how Facebook will be optimizing your ads. People who purchase are different than the people who engaged are different than the people who visit a store only and are different than people who just see your ad. So depending on your objectives, Facebook will be optimizing your ads if you choose purchase, facebook will be showing your ads to people who use when you purchase through Facebook ads. And they purchased usually product similar to yours. Although it seems simple, but this is your campaign objective of choice mostly depends on what you truly want from your campaigns. Now as an e-commerce store owner, obviously your best and favorite event is purchase. Your favorite objective is purchased. This is very logical. We are aiming to make more sales. So we should aim to show our ads. So people who use when he purchased, purchase is the most valuable action for an e-commerce store. This means it's the hardest to get the most competitive one. So it has the highest cost ever. When you aim for purchase, you add aiming for the ultimate goal. With this means that everyone who's running ads is targeting the same objective, which is the purchase. This means that you will have the highest cost average. Although purchases your favorite objective, sometimes you might need to pick a different objective. Your objective choice, as I told you before, depends mostly on what you want out of Facebook. But there is also a second factor that you need to respect, and it is your daily budget measured in respect to the product price. If you are selling something very expensive and your daily budget is very limited, It's very hard to aim for purchase. You need to take into consideration your budget. Remember, purchase is the most expensive objective ever. If your budget is low, facebook will not even give you a rich unit. Budgets should be enough in order for Facebook to show you ads to people who want to buy. If you want to optimize for purchase, you need to give Facebook enough budget. Facebook can be able to enter you in the auction and give you reach. This means with a low budget. And if you are aiming for the purchase objective, you might not be able to show you ads to your potential customers. And in this case, the purchase objective is not the right choice for you. What are my recommendations? First, I recommend you to start with a daily budget that's at least, at least W or cost per acquisition or WR margin. So if you are paying $10 in order to produce and deliver your product, your customer. And if you are selling group product for $30, this means that your budget is $20. I recommend you to start with a daily budget of $40 per day. If you already know your average cost per acquisition, I recommend you to use double this number. An audit for this objective to be truly working and to leave the learning phase, Facebook needs to generate $0.50 per week. So when you start running ads, the Facebook pixel is still learning. Facebook algorithm is still learning. So Facebook needs a certain time in order to leave this learning phase and start working properly. In order for Facebook to leave this learning phase and start working properly, you need to be able to make $0.50 per week. So if your budget is low, your product is expensive or hard to sell and you are not making this $0.50 per week. Facebook will not be able to optimize the ads and leave the learning phase. Finally, always keep your campaigns running untouched for several days before changing them or optimizing them, because Facebook needs time. First to show the results, especially after I've asked 14 update and second, to optimize your ad sets. What would you do if you don't have the budget to go with a purchase or you are afraid to ask a lot of money. This might happen. Maybe you don't have the budget to make $0.50 per week. Maybe you don't want to risk that much money. What would you do in this case? In this case, you will go backwards with you the objectives one after the others. So your most important objective is purchased, but we have skipped purchase Since it's too expensive for us. Now you go backward with initiated checkout, add two cards, view content and so on. With unlimited budget, this strategy might work better than starting directly to optimize for purchase. And this happens very often. People started running ads with a limited budget and they choose purchase as an objective and they don't see any results. I recommend you if this is your case, to move your objective from purchase to view content, maybe to add to cart and try to see how your campaigns will perform. If your budget is too low and you are aiming for purchase. Facebook might not even put you in the auction and might not show your ads to potential customers. So sometimes it's strong to go with a purchase objective if your budget is limited, sometimes you will get better results if you go with lower objectives as new content at two cards and so on. Remember you need two events to be repeated 50 times in order for that pixel to be able to optimize for it. Sometimes purchase is not the best option. Sometimes maybe going with add to cart or view content might give you better results. That's it to the factors that affect your campaign objective. First, you have your goal out of the campaign, and second, you have your daily budget. So these two factors will affect what objective you will go with it if you go with purchase or you go with a less important event, like if you Content Add to Cart and so on. The next lecture I'm going to show you the different campaign objectives and when and where to use each one of them. So stay with me and let's meet in the next lecture. 24. Campaign Objectives: Hi there and welcome to this lecture. And this lecture we are going to see the different campaign objectives and when and where to use each one of them. This is what you see when you go to Facebook Ads Manager and you start to create your first campaign, facebook here asks you to choose between all of these options to decide what is your campaign objective. You have first awareness consideration, conversion, and as I told you before, they are divided by the final steps under our lists, you have brand awareness and reach under consideration you have traffic engagement app installs, video of use, lead generation and messages. And under conversion, you have conversion, catalog says and store traffic. Start traffic is an option that's dedicated for people who have real shocks and real life. So we are going to skip this, this objective. The other objectives like, for example, brand awareness, reach traffic, and everything else, can be discussed to see if they are actually good for your brand. The app installs is obviously not an option for you as well. Let me move now to start about the first objective in this list, and that is the brand awareness. The brand I will use objective is for advertisers who want to show ads to people who are more likely to recall them. The name is very actually like clear its brand awareness. You are aiming to get more awareness about your brand, to make more people know about your brand. So this topic is actually, this objective is for this brand awareness could be used for top of funnel because it's for people who don't know anything about your brand. Usually when you want to run brand awareness campaigns, you need to use high-quality adds. This objective is not easily measured because there is nothing material to measure that is not aiming for sales. For example, to say, I'm a $0.10 or $0.20 or something like that. It's hard to measure this objective. My opinion, this objective is for big brands, maybe like Nike, I didn't stuff like that. I don't recommend you to start with this objective, even though many people like try to use this objective at the top of funnel level together more awareness about the brand. But I prefer to skip this objective. I guess in the objective list there are multiple objectives who can give you better results than the brand awareness, and they are also aimed for the top of funnel step. The second objective we are going to talk about is rich, and that each objective maximizes the number of people who see your ads and how often they see them, reaches about making more people see your ad. It's not about getting more people to store, which is about maybe increasing your presence on social media or making more people see your content. But it's not about getting visits, are getting sales, are getting engagement. Rich as an objective that I might think about choosing, but I don't choose what reaches more valuable than brand awareness. You can use this objective also for the top of funnel, can be used for a total new pixel on if you have a very, very small audience that you want to target. Because if your audience is very small, you can't use objectives like purchase or add to cart or conversion. So rich in this case can be useful. But as an ecommerce total on. And I also think that this is an objective that you should be skipping because also and the objective list, there are many better objectives to use. Now moving to the second objective and at this traffic, and this objective is designed to drive more people choose to hold or to your app. In our case, it's for driving more traffic to our store. When you choose this objective, the optimization level of your headset, you can choose the landing page views as an option. And in this way you will make sure that you are getting traffic that's actually lending on your page. The perfect place to use this objective is at the top of level, especially for content marketing. So if you are doing content marketing, and this is one of the funnel types we have discussed in this course. One of the acquisition funnel types, you can use traffic. So let's say you are using blogposts to bring, to drive traffic to store than through your blog posts, you are selling your products. Traffic in this case, can be actually a nice objective to use. Although this is an option you can use, I still prefer to use view content of it. Under convergence, you have purchased at two cards, initiate checkout, and you have new content, which is to some extent very similar to traffic. I usually find that the results coming from campaigns with the objective view content are better than the results coming with campaigns with the objective of traffic. I'm not saying a big no for traffic. This is something that you can consider, especially if you are doing content marketing. But in my opinion, view content is a better option. Now, moving to engagement, well, this objective is designed to get more people to see and engage with your Facebook post or page and with your Instagram posts or pages. The engagement objective is better used for social proof. You can use this objective together, social proof on your ads. You can use them later and conversion campaigns. So for example, you want to run ads for purchase objective bads. You don't want to run ads with 0 likes and 0 comments. So what you can do is to run an engagement campaign, gathered some social proof, then use the same add inside of your purchase campaign. This is something I don't usually do, but it's not a bad strategy if you want to give you ads, this push when it comes to social proof, you can consider this strategy running first engagement campaigns than using the same ads inside of your purchase campaign. Although I don't recommend that and I don't usually use this strategy, but this is something that you might consider. Now after engagement, you have video views and this objective is designed to get the most place of your video at, is actually an objective. If you, if you produce high-quality video ads and if your products are needs explanation and education. Well, this objective can be used for acquisition as a strategy to retarget people later. So you would run your video OF US campaigns. Then you create custom audiences of people who watched your video and the target them with your ads. Where do you sell them, your products. It's not also a bad strategy. Many people use it, especially that it relies on data gathered on Facebook. This means accurate data that was not affected by iOS 14 update. So one idea would be to run a video of view campaigns, then retarget people who watched your video with your ads. Again, it's not a bad strategy. It's something you can use. I have used the strategy several times, especially after the updates and everything happening with a pixel. Sometimes it gives very good results, but it needs a little bit more time to start, but it needs a little bit more time because you need first to run the video views campaigns, then create a custom audience that targets a custom modules. So it's not a bad strategy. You can use it if you wish. Especially if you think that the video is you produce are high-quality and people will actually be interested about watching them. Now after this, you have lead generation and this objective is about collecting your customer's e-mails. You want. Your visitors are people who will end on your store to give you that image. So you use degeneration. I don't use this objective for e-commerce because under conversion, one of the options is Leads. So I use the conversion objective with lead if I wish to do that. But also this is not one of the objectives that I used that often. So as I said before, it's not widely used by e-commerce. And there is another objective inside of the conversion section that's indicated for leads, and it gives you better results. After that, we have the conversion, which is our favorite objective as e-commerce store owners, the conversion objective is designed to die valuable actions on your store. It's not only designed to bring traffic or to make engagement. No, it's designed to drive valuable actions on your store. It's about creating actions. And actions are very valuable. So the actions could be view content. So someone viewing your stood could be, for example, add to cart could be purchased and so on. As I said, this is the best set of objectives. If you want to visit her to make a certain action on your store. This is the number one objective used by e-commerce, and I use this objective and 80% of the cases for any of these events, the same rule of 50 actions per week applied as I told you before, an order for Facebook to be able to optimize your ads, you need to have the same action happening 50 times within one week. In this case, facebook will be leaving the learning phase and we will start to optimize your ads. If you want to optimize your results to the maximum, you have to make sure that you are able to make these 50 actions per week. Under conversions, you can find any of your eight events that once we have chosen yourself on the Pixel event manager, I have showed you that at the beginning of this course, the choice between these events is mainly based on your budget, since obviously what you want first is purchased. In the previous lecture, we have talked about the two criteria that you have to use when you are choosing your objective. The first one is what you actually need and the second one is your budget. If your budget is limited, you might need to go with your content or add to cart. If your budget is good enough, you might directly go with purchase. Personally, if I'm not sure what my budget can give me, I tried to test the highest events first. Then if I'm not seeing results, I test with lower events. More of this later when it comes to talking about strategies. But in general, I recommend you to start by purchase. If you are willing to pay WM margin as a daily budget or WE acquisition cost as a daily budget. If you can't do that, you can start with your content Add to Cart and so on. But usually when you are testing, starts with purchase, try out purchase if you are not seeing results, either increase your budget or change your objective to a lower objective than purchase, maybe view content or add to cart. Now, the next objective as catalog sales. This objective is used when you want to create dynamic ads that show products from your catalog. So when you link your Facebook to your Shopify store, you will have your catalog inside of Facebook and you can start, start adding dynamic ads. Facebook will be taking control of your ads and we'll be showing people the ads depending on how Facebook estimates that you'd audience interests. Facebook will show this add to this person than other ads and other person. Because Facebook thinks that this is the best formula. Also with retargeting. If you are using catalog sales with retargeting, Facebook will be creating the dedicated as for each person. So let's say I've added the product x to my cart and other one edit a product while to their card, I will be seeing any targeting ads for the product x. And the other user will be seeing a retargeting ad for the product y. Yeah, 40 targeting catalog sales can be very, very powerful and it's getting good for bottom of funnel and for middle of funnel. Some people use it for top of funnel, I guess when you have a big grand and your budget is very high, you can start using it also for TOPO funnel, it's not a bad option. Even if you have a limited budget and you want to try it out, I would say go for it. Sometimes it does perform very well. After catalog sale, we have messages and it's about messages objectives. I don't choose this objective too much, but some people use it for retargeting. It's also a valid objective if you want to use it inside of your retargeting campaigns. So these are the defense campaign objectives and Facebook ads. And as I told you before, as an e-commerce store owner, most probably you will go with a conversion events because these are the things and the actions that you want people to do on your store. The next lecture, we are going to see that different strategies you can use for your ads. So make sure to watch the next textured. It's extremely important and it will help you to understand how to run your ads. Stay tuned and meet me in the next lecture. 25. Different Strategies You Can Use for Your Ads: Hi there and welcome to this lecture. In this lecture we are going to discuss the defense strategies you can use for your ads. We have talked about these strategies before in previous lectures, but in this lecture, I'm going to summarize all the different possible options you have. These are the four different options you can choose from White running your Facebook ads campaigns. The first option is to go with a purchase objective and to choose the highest budget you can afford. Well, obviously purchases the most valuable action on any e-commerce store, and we all want to get more sales. Let's why it's very logical to start with this objective. However, if your budget is limited, Facebook might not be even giving you reach. So if you want to go with a purchase objective, you have to make sure that you have a good budget. At least, at least start with w bargain. Or WE cost per acquisition. If you don't have enough budget or if you add a little bit scared of investing that much, you can choose any of the following three options. However, keep in mind that this is the ultimate goal to run purchase campaigns at the beginning. The second option is to start with view content campaigns. And when you get you at 15 actions per week, you move on to a higher objective like E2 card or maybe purchase. Now moving into the option number three and at least to start with a traffic campaign objective, then focus on retargeting. This is not a bad option. However, I don't think that the quality of audience of traffic facebook gives you when you run traffic campaign is good. That's why I prefer option number two with view content over this option. However, this is an option that many e-commerce stores use, especially if you are doing any kind of content marketing, or if you are leading your customers or your audience toward blog posts and stuff like that. Now moving to the last option and that is to start with video views, then focus on retargeting. You produce high-quality videos. You run ad toward video views, then retarget people who watched your videos. This is actually a very good option if your product needs explanation or education. In this case, this strategy can be very, very effective. However, you have to keep in mind that you'd be, their quality should be very good, that you shoot. The video should be very attractive, and that you need to invest a good amount of money in the first step of your funnel before starting to see conversions. Because you are not aiming for conversions at the beginning of the funnel, you are aiming for video views. So these are the four different options that you can go with. You can either start with purchase and use the right budget or start with view content, then move to E2 car than to purchase or start with traffic campaign and focus on the targeting or start with video views and focus on retargeting. As I told you, option number one is the best one. Option number two is the second best one. Option number two, the end option number four can work in certain cases, but not on all cases. Also note that if your budget is limited, the second option can give you better results than the first option, even better sales. And I have seen that so many times with many of my clients, they don't purchase campaigns with a low budget. They don't get any results and any sets when move up, when we move on to a lower objective, like if you content, we start seeing even better results. Always test, always see what's working and what's not working and optimize your campaigns according to that, the upcoming lecture we are going to discuss how to define your goals and calculate your budget. So make sure to meet me in the next lecture. See you there. Bye bye. 26. Define Your Goals and Calculate Your Budget: Hi there and welcome to this lecture. And this lecture, we are going to discuss how to define your goals and how to calculate your budget. And we are going to talk in details about the different goals you might have. The most important matrix you need to understand and the recommended budgets. Let's start first with the different goals you might have. Well, you need to decide why you are running ads. So are you looking to make more profits? Or are you looking to acquire new customers? Or are you looking to gather data and learn? Depending on your goal, the way you are running your ads and optimizing them will differ. If you are looking to make more profits, you will be running good ads while always keeping track lets you are making profits and making sales and that the budget you are investing is not being lost. However, if you are looking to acquire new customers only, you might accept Facebook Ads campaigns with 0 profits. So you will be putting the budget and making the same out of sales. This is something different than when you are looking to make profits. Because if you are looking to make profits, you always need, you need to make sure that what you are making is more than the budget you are investing. So depending on your goals and what you are looking for, the way you are running your ads will defect if you are only looking to gather data and learn this case, for example, you might be more willing to lose testing new things, maybe explore new options and so on. So you have to think about what you want out of your ads. Well, I know that at some point every one of you will be looking for the first option, which is to make more profits. However, if you just starting out or a new brand, maybe the second goal is best for you because you are still new and you need people to be more familiar with your brand. And instead of focusing on the short-term value of the customer, you need to focus on dialogue term value of the customer. So as I told you before, if you have been on the market for awhile, maybe the first option is your option. If you are looking to scale your business and explore new audiences, may be the second option is your option if you are just starting out, if you are a totally new brand, the second goal is the most logical goal for you because you will be looking to only make new customers. Even the third option could be a good option for you while you are just start turning your ads because you want to train your pixel. You want to make your pixel stronger in order to make sure that at some points you'd add will be profitable. So choosing between these goals will differ depending on your business status and where you are at. But if you are new, you need to start. You'd goals from button to top, starting with learning and gathering data, moving to acquire a new, acquiring new customers, then to making more profits. Now once you decide your goals, you need to study your numbers. Studying your numbers will help you to get a clear idea of what you can afford and what results you can accept based on your business goals. Depending on your goals, we can define what you can accept and not accept the following slides. I'm going to show you how to understand your numbers so it can know what you can tolerate and what you can tolerate. So let's start discussing the different metrics that you need to study. The metric number one is the average order value. This means how much on average a customer is spending on your store. You can read this number from Shopify. And if you are just starting out, use your product price instead of your average order value because you don't have yet this metric. You don't know how much is your average order value. So you can use simply your product price. As I told you before, you can find your average order value inside of your Shopify analytics. You'll find it in here under analytics dashboard. For example, for this tool, it's $83. This is more than the price of one product. This means that when people visit my store, they buy two products at the same time instead of only buying one product. So this is your average order value. However, if you are just starting out, this number might not be available for you. In this case, just pick your product price instead after the average order value. The second metric you need to check is your average order cost. This should include every single dollar you spend to source that order, ship it, and deliver it to your customer. So it's equal to the cost of products plus cost of delivery plus the cost of shipping plus any other costs. And simpler word, this is how much you pay in order to create the product, send it to your customer, and afforded creating their business and everything. You should include Shopify fees, any taxes you pay, and so on. Now moving to the third metric and that is your margin. This is how much money do you make on average from each order. It's equal to your average order value minus your average order cost. How much money you make out of each state like directly. Now moving to the metric number four, and that is you'd acceptable profit. This is how much money or profit do you want to make from each order? If you are looking to acquire new customers only, you might accept your profit to be even 0. Let's take a small example. Let's say that you know that a product becasue like for example $10, but you are selling it for $20. This gives you a margin of $10. So the question now, do you want to have all of these $10 as profit or you are willing to sacrifice part of that $10 on maybe all the $10 to acquire the customer. While it's difficult to have all the margin as profit, unless you are doing SEO or you are doing email marketing in this case, your margin can be, in this case your profit can be very close your margin, but this is not the case. Usually. Metric number four is the metric that you need to precise based on what you are looking for, based on your goal. If your goal is only to acquire new customers, you might accept to have a profit equal to 0. So this number would be 0. However, if you are looking to make profits and to scale your business and to make more money, you have to decide what profit you need, how much you would be, okay with. Now moving to the metric number five, this year acquisition cost. It's how much money you are willing to pay for marketing to make the sale. So how much you are willing to invest in order to make one sale if you are looking to make 0 profit, but in this case, your API will be equal to 0. You'd acceptable profit would be equal to 0. You will, acquisition costs will be equal to your total margin. This means that you are willing to pay the full margin to make the sale. However, if you are looking to make profits, you have to decide you'd average profit. You have to subtract this from your margin and you will get your acceptable acquisition cost. Now moving to the metric number six. And at this year, acceptable ROAS, this is the return on ad spend. We will be talking more about this matrix through this course, but this is how much you'd add are making you on sales, not on profit. This means I invested $10 on ads, I made $10 on sales. So my row S is one. It's not about profit, it's about, It's not about profit. It's only about sales. Ros as your average order value divided by your acquisition costs. Don't worry it away as a metric that you are going to discuss deeply in this course when we are going to talk about how to optimize your campaigns. But for now, you must know that it's not deep, but for now you must know that it doesn't reflect your profits, it's only the effects your sales. Now that you understand these metrics and you define them, we move on to how to calculate your budget. So budget for the testing campaigns, these are your starting points. You must test and change your budget according to the results you get. In heat. I'm only giving you a like benchmarks, but you need to test and see what works for you. Maybe your ads will be performing weld with a lower budget, maybe not. So this is your starting point, but you need to test and optimize to see what works best for your business. If you are aiming for the purchase objective, your daily budget should be at least double or triple your acquisition cost. You need to decide what acceptable acquisition costs and use it as a starting point. So go back to the matrix we have discussed. Calculate these metrics, decide what is your acceptable acquisition costs and use the double it and double it or triple it and use it as a budget for your purchase objective campaigns. Now if you are running other objectives that I could do Content Add to cart or traffic, you can start with a daily budget of $20. You might even task lower budgets as like $15 or $10, but your budget depends on your product price. The higher your product price is, the more budget unit. But we can start with $20, see how things are going then maybe move on to a higher budget and so on. Now, let's talk a little bit about the budget best practices. If your budget is limited, it's better to start with ls, prioritized objective view content or traffic Plus landing page view. So this is something that I have told you before about. If you can't start with a high budget, don't aim for purchase, lowered your objective to view content or add to cart, or use any of the three defense strategies rather than starting with purchase objective. Now if you are aiming for purchase, a low budget might prevent your ads from showing to people. So again, if you don't have the budget, not start with the purchase objective. Don't be scared of putting n Then needed budget because otherwise you might kill your chances of profiting from this platform. This is one of the most common problems I see with people running Facebook ads. They are too scared to invest money. They start investing some hundreds of dollars. They don't see results, they stop running ads. Well, this is not how this works. You should be willing and accepting that you need a learning phase. Your pixel need, needs a learning phase, a time when the pixel is learning how to optimize that, learning how to get you better results, especially now after 14 update, give you a pixel the time to learn, be willing to invest any the budget in order to get the results. Sometimes I see client investing $2 thousand before seeing results. But once the pixel is optimized, one, Facebook knows what works and what doesn't work. Facebook will start giving you good results. Just accept that you need this learning phase, this amount of time, while you will be optimizing and testing and losing money in order to gain money in the future. Finally, and finally, like everything else, budget needs testing. So you might start on your campaigns with a good budget. Maybe you think that this is the right budget, but sometimes Facebook will not be getting good results. So maybe you need to increase your budget. Maybe you need to change your objective and so on. So keep testing your budgets with the same logic that you test anything else on this platform. That's it for this lecture and the next lecture, we are going to discuss attribution settings and how things changed after I asked 14 update and how this affects your ads. So stay tuned and meet me there. 27. Attribution Settings: Hi there and welcome to this lecture. And this lecture we are going to discuss attribution settings. I know that many of you might not even know what our attribution settings. So don't worry, in this lecture I'm going to show you what are the different attribution settings and what is the best choice for your business. Let's start first by trying to understand what is attribution setting. Well, this is taken from Facebook and this is the official definition of the attribution setting. The attribution setting is a definite period of time during which convergence can be credited to your ads and used to inform campaign optimization. Facebook is telling us here that the attribution setting is a period of time. This means that when we define our attribution setting, we are defining a period of time that Facebook will be using in order to optimize and report the campaigns. Where I'm going to explain this a little bit more. For example, when you precise the Facebook that you would attribution setting is seven days after the click. Facebook will be attributed all the sales that happened after the click and within the seven days to Facebook ads. When you precise it's one day click. This means that Facebook will be attributing all the essays that happened one day after the click. So when you precise you'd attribution window, you are first telling Facebook that purchases that happened within this window will have their saves credited back and reported on Facebook. So Facebook will say, Okay, all the sales that happened within this window are caused by my ads. So I'm going to report all of these series on my Ads Manager. So can you see how much your reporting will be affected depending on your attributions setting. And second, when you precisely attribution window, you are telling Facebook to only use that data collected within this attribution window to optimize when you precise, for example, seven days window, Facebook will only be using the data collected within the seven days to optimize the ads. The attribution setting is a precise at the Ad Set level. So let's see, for example, when I click on Edit, scrolling down in here, you can be precise. You would attribution setting. When you click in here, you can choose between the different available options. For iOS 14 update, Facebook had two metrics regarding attribution. First, Facebook had attribution window and second conversion window. The attribution window was the one used to the port sales back to Facebook, and it used to get as high as 20 days. By default, this window was set to 20 days, which is huge. So this was first the attribution window, second Facebook us the conversion window. And this one define the window data Facebook can use to optimize ads. And they were different. So you can precise and attribution window that's different than the conversion window. Let's take this example. So if you'd attribution window was 28 days after the clicks and your conversion window or seven days after the click, let's say you started running ads and ten people clicked on the ad. We are only talking about people who clicked one customer, both on the first day to customers, both within seven days, and one customer both after 14 days. Facebook will then only use the data collected from these first three sales in order to optimize their campaigns. Because we have precise that our conversion window is seven days. So Facebook will be only using the sales that happened within seven days after I click. This one will not be taking into consideration within the optimization of your debts. However, for reporting and attribution, Facebook will be using all of these cells and we will be reporting all of these cells back to the Ads Manager. So this means that you will see, for example, that you have made ten sales out of your ads. But Facebook will be using only the data collected from the first three sales to optimize their campaigns, attribution and optimization when those were the front. Now after I asked 14 update, things changed. Now you only define one window for attribution and conversion at the same time. You're only precise one window and Facebook will be using the same window to optimize the campaigns and to report sales. In January 2021, Facebook announced the end of the old attribution windows and announced that a new default attribution window will be seven days after the click and one day after review. This means that Facebook will be using all the data collected within seven days after the click or one day after him view in order to optimize the ads and report also the ads. So the attribution and the conversion was set to this default window. Now in April 2021, and also due to updates of Apple Facebook. Announce that the new default setting would be seven days after click. Facebook will be using all the data gathered within seven days after I click in order to optimize their campaigns and also report the sales. Although the seven-day click is the default option, you can still choose between all the Ford available options. So you have one day click seven-day click, one day click or one day view and 7-day click or one day view. When we say seven-day click, we means that Facebook will be gathering that data within seven days after someone clicks on your ad. When we say View, it means facebook will be gathering the data after one day when anyone view you're at, the one-day view is actually an attribution window that works for big brands. So let's say, for example, added this started a new kind of shoes or sneakers and they start running ads on Facebook. You might see the ad and not click on it, but you might go that actually two added a store and buy the product. This only applies for brands that they are really big ol for customers who are very familiar with your brand to the extent that they go to your store without clicking on that. If you are just starting out seven-day click, we'll give you the same results as seven-day click or one day view. While many people say that due to append new updates, that one day view might be like disappearing at some point. I would say stick to seven-day click in this way, if something happened, if Facebook remove these two options, you are reporting will not change and you will keep seeing the same results and you will not be freaking out because your attribution window changed. Now let's take a moment to discuss how much this changed after I asked 14 update. As I told you before. Before I've asked 14 update, we had an attribution window of 28 days. This means that Facebook, it was attributing sales that happened 28 days after you click to the ads. So there is, Alex was maybe very optimistic and very like in favor of Facebook ads. However, now things are more realistic. I personally didn't use that 20 days attribution window before because I thought that it was very like in favor of Facebook ads. I think that seven days attribution window is a very logical attribution window. So stick with us seven day click attribution window and work with it and you will be fine. Now let's discuss the difference between the one-day click attribution and the seven days Click Attribution. Well, the one day attribution window gives you faster results. You will be seeing fast results showing on your ads manager. But the results you will be seeing are modeled. They are not accurate results because as we have discussed before, after IS 14 update, Facebook now needs up to three days to report back. That says, if you are using the one-day attribution window, Facebook will be modelling that result with, will be estimating how many sales you made. That's why until now, this is not yet a good option. Facebook is still improving and learning and testing a new technologies in order to overcome the iOS 14 update and everything that happened. At some point, I believe that this would be a good option, but not for now. Let me explain a little bit more about this modelling issue. When you use the one they attribution window, Facebook, we'll be using data to estimate the result. And this is mainly because of us 14 update and or Facebook being blind in several spots. So ITP it a second time for now, I don't think this is a good option, but I believe that at some point, at some point you will be seeing good results with this option. I have tests that when they attribution window and the seven-day attribution window. And I noticed that with this option, I'm seeing fast results on my ad manager, but they are not accurate. Okay, so moving to the seven days attribution window, this window will be giving us lower results because most, not all of the data shows will be accurate data and not modeled. So if you use this attribution window, the data you would be seeing on your ads manager are to some extent accurate while yes, you will not be seeing the results coming from IS 14 device on Apple devices who opted out of tracking. But the data you will be seeing should be accurate. To some extent. Some of the results will be model, but only a small amount. With this attribution window, you will have to wait for three days delay in order to see the attribution. And this is also forced by Apple. This means slower data showing on your ads manager and slow it ability to optimize your campaigns. Since you are seeing that is slowly, this means that you can't optimize. It adds directly, you need to wait several days before starting to optimize the ads. And this is actually not a bad thing. I always recommend all of my clients and the students to at least weight between five to seven days before starting to optimize their campaigns. I'm gonna repeat with for the rest time with the one-day attribution window, you will be seeing faster, that is Alt on your ads manager, but they are not accurate because they are modelled results. However, with the seven days attribution window, that results will be showing slowly on your ads manager. You need to wait up to three days to start seeing the results, but they are more accurate. For now, stick with the seven days attribution window. Maybe later we will be moving to one they attribution window. But for now, Facebook is still not good enough at modelling results as expected. If you are interested about knowing mode, you can always check these two articles by Facebook. The first one is about attribution setting, and the next one is to check out the changes that happened after IS 14 update. You can read both of these articles if you want to know more. That's it for the attribution setting. And then next lecture we are going to discuss bidding options and what is the best option for your business. So stay with me and let's meet in the next lecture. 28. Bidding Options Explained: Hi there and welcome to this lecture. And this lecture we are going to discuss the different options. I'm going to explain the different options for you and I'm going to show you what is the best option for your business. Let's start first by trying to understand what is bid strategy and how to choose it. Well, your bid strategy choice, tell Facebook how to beat for you and add auctions. As I told you before, whenever you are running Facebook ads, you are entering a new auction. When you tell Facebook, when you specify to Facebook, what is your bid strategy, you are telling Facebook how to beat for you in the auction. There are three types of bidding. First, you have spend based, seconds, you have goal based, and third, you have manual bidding. This is taken also from Facebook, and it's kind of a little bit explained this to you. When you precise your strategy, you need to ask yourself, do I want to control cost? The answer is no. You go with this bid strategy, which is the lowest cost. However, if you want to control your costs, you need to choose between these two options. Either you go with cost cap or with bid cap. I will be explaining these options in 1 second, but first I'm going to take you to Facebook Ads Manager to show you where do you precise this option? So here I am inside of my ads manager and I am at the campaign level under campaign budget optimization, heat I can choose my campaign budget. Was it daily or not? The budget itself? And here I can choose campaign bid strategy. So I can choose between lowest cost, cost cap, minimum ROAS, other options and so on. You have to know that these options will differ depending on your campaign objective. For some objectives, all of these options are available for others not. So when it comes to your bidding strategy, there are three main categories. First, spend based, bid strategy, second, oil-based but strategy, and third manual strategy. We have seen this before. It's about precise. Do you want to control your cost or not? Now let me define the different options for you to know what's best for your business. The first type is spend based limit. So you are bidding depending on your spend. You have two options. First, lowest cost. The one most recommended option for someone starting out in this case would be maximizing delivery and conversions that you get within your budget. So you have a budget, you tell Facebook give me maximum out of this budget, the highest cost. In this case, you tell Facebook to go after people who spend small to increase your average order value with the lowest cost, you are only telling Facebook, this is my budget. Use it in the best way possible and white paying the list. So I want to get maximum results with this budget, with the highest cost to altering Facebook, go after people who spend more. So give me higher-quality traffic, higher-quality customers. Now the second type is goal based bidding. Bidding based on your goal. The first option is cost cap. You are bidding by limiting the cost to a certain level. So you are telling Facebook I'm bidding, but I'm not willing to pay more than this, okay? The second option is minimum ROS. It's bidding by limiting your OS to evaluate your precise. You tell Facebook, okay, I'm willing to have this row as run ads in order to give me this minimum ROAS. Well, this option seems like the perfect one for many people, however, it's not specially after I've asked 14 update. The third type is manual bidding or bid cap. And in this case, you set the maximum bid across auctions and do precise how much you are willing to bid to get the purchase between all of these options. And for someone who's just starting out, I recommend you to go with the lowest cost bidding strategy. This is the best for someone who just starting out and I actually use it most of the time. However, maybe when you reach a more advanced stage, you might start considering testing these different blending options and seeing which one will give you the best results. That's it to the defendant bidding options. And for the part five of this course where we have discussed Facebook campaigns. The next part we are going to talk about customer avatar and targeting. The next part is extremely important for your Facebook ads success. Because if you don't know how to precise your customer avatar, you will never be able to target your potential customers correctly. So make sure to stay with me and let's meet in the next part of this course. See you there. Bye-bye. 29. The Basics of Marketing and Sales: Hi there and welcome to this lecture. This is the first lecture of part six where we are going to discuss customer appetite and targeting. And in this lecture, we are going to talk about the basics of marketing and sales. This lecture is extremely important. It will make you understand why some people actually succeed at selling their products while others fail. So in this lecture, we are going to cover the following. First, what drive people to buy? And second, how to be a good marketer? Well, if you want to succeed and Facebook ads, it's not enough for you to know how to click buttons or how to deal with the Facebook platform. Although this is a very important section of learning how to run Facebook ads, however, what you actually must know is how to market and sell your product. This is what will make you a good marketed, and this is what will make you able to sell your products. So let me explain to you how marketing goes and why people buy the products and the first place. So you can understand how you are going to sell your own product of selling and marketing don't differ whether you are selling online or in real life. Wherever you are selling, whenever you are selling, people always buy for the same exact reason. And I'm going to tell you that this reason later on, but people always buy for the same reason and the same rules apply everywhere and anywhere. And the digital world, we use Facebook ads, we use different kind of stuff, maybe Google Ads, Tiktok ads and so on. And real life, we use different kinds of marketing by the rules of why people buy is the same. Let's start by discussing what drive people into buying regardless of where they are and who they are, people buy for almost the same reason. People buy to feel better. As simple as that. Think about yourself. Think about the latest purchase you have made and ask yourself, why have you made this purchase while I have you both this iPhone covered? Because you wanted your iPhone to look better, because you wanted to own something that looks good. You want it to feel better. Sql for example, while you have both this shampoo, maybe because it makes your hair look better, you will also feel pattern. It's always about improving our lives, fixing our problems, and making ourselves feel better. Do this exercise, think about all of your latest purchases and you will see that this is why you have made all of these purchases because you wanted to improve your life. You want it to feel better. You wanted to make yourself feel better or look better or anything like that. Sales is about defining a problem. Desire, or any hd you'd customer has and position your product as the means to fix the problem or reply to the desire and need of your customer. Let's say, for example, you say laptop bed tables. There is a problem that your customers are facing and a test to work from bed. They need something comfy to be able to work from bed. Your product fixed exactly this problem. And this is how you should be thinking about your product. You should be thinking about the problem or the desire or need that your product can reply to or fixed. Let's take this example in order to help you understand this small, Laura is a woman with curly hair. She doesn't like her curly hair because she thinks it doesn't look professional. She struggles to straighten her head every day, especially that she has kids and in the morning she wants to help them put their clothes on and eat their breakfast. She actually struggles straighten that heard at the morning. She doesn't have time to do it. State so straightening the head is a problem that load our faces every day. She wants to do it, but she doesn't have time to do it. Let's see, On the other hand, that you sell a natural product that can help laura by making her hair less fuzzy within three minutes. This means that your product will help Laura fixed her problem. But Laura doesn't know about your product because she simply didn't hit about it yet and they didn't see it before. We have Laura with a problem and we have your product can help Laura fixed that problem. When you'd ads reach Laura, Laura will be most probably interested in your product and where I will most probably considered buying your product. That's good marketing, putting good product in front of Florida. And this case, it's good marketing because you are helping someone with the exact problem that your product fixed. Now, let's imagine Nancy. Nancy is a woman with a straight hair. This means that Nancy doesn't mean a product to fix her problem. Let's say you'd ads reach nancy. In this case, Nancy will not be interested in your product and then C will most probably not buy your product. So your product is perfect for Laura, but to the product is not a good choice for Nancy because she doesn't need it. What is right is to show you add to Dora. And in this case, this could be a good marketing and effective marketing. The wrong thing is to show you ads to Nancy, because in this case we will be doing that marketing. You are showing them the ads for someone who is not interested. Being a good marketing is about putting the right product in front of the right person and positioning your product as the solution or the bridge that will take your customer from their current state to a better state. In this case, for this beauty product, you have to show your ads to Laura and you have to tell Laura that should product will make her move from her current state where she expressed her dated, maybe angry, maybe she's always unorganized because she doesn't have time to take care of her head in the morning to another state where she is organized, she has time. She looks perfect, is going to work and her head is not fuzzy. It looks perfect, it looks professional and it looks the way she like it. So I will repeat this one last time because this is extremely important. Being a good marketed is about putting the right product in front of the right person. And positioning beauty product as the solution of the bridge that will take your customer from their current state to a better state. Please keep this in mind while you are doing any kind of marketing. That's it for this lecture and the next lecture, we are going to discuss your customer avatar. And we are going to understand what a customer avatar means. Make sure to watch the upcoming lecture. See you there. 30. Understand What a Customer Avatar Means: Hi there and welcome to this lecture. In this lecture we are going to discuss what a customer avatar means. We are going to understand how your choice of avatar or avatars will differ depending on your products. When defining your avatar is about defining your potential customers or customer and understanding them what the first step is, understanding good product case for some products, defining the avatar is very easy. For others, it's much more complicated and I'm going to show you some examples. Let's say, for example, you sell baby products. In this case, avatar is very well-defined and you almost have only one avatar. And it is mothers and fathers of baby girls and boys. New parents is your customer avatar. This is quite simple because your product have a very well, this is quiet simple because your product is very well-defined. Exactly the people who might be interested in your products? Well, yes, you might consider another avatar, like for example, friends of people who became parents lately. So in this case, for example, they might be buying your product as a gift. But mainly your main appetite is very well-defined. Now moving to another example, and this time we are selling cocktail mixture. Well, the avatar in this case is not clear. And your job is to find not only a one avatar, but multiple avatars and to test them and to see which ones will be working. There are many different avatars who might be interested in buying cocktail mixture. The potential customer of this product is not very well-defined because many people might be interested in this product, many different avatars. Let me give you some examples. So for example, maybe this product is very good for fathers and mothers with a newborn babies who can't go to the board and who wants to enjoy a good drink, for example. Or it may be college students who would like to invite their friends into a home party and make sure that cocktails are fine and dice and drinks are like very well prepared for this product appetite is not clear. Your job is to find the avatars. And usually with products like this, we need at least two to three avatars. And when we are scaling up, when we are trying to expand the business, we might even consider new avatars in order to scale our audiences and find new customers. So the first step in defining your customer avatar is to first define if you have a clear customer appetite or if you have multiple customer avatars that you need to research. That's it for this lecture and the next lecture, I'm going to show you how to create your product customer avatar or avatars. Make sure to stay with me. See you in the next lecture. Bye bye. 31. How to Create Your Product Customer Avatars: Hi there and welcome to this lecture. In this lecture we are going to discuss how to create your product customer avatar or avatars. And we are going to see how to find inspiration for your customer of a thought. As I told you before, for some products, finding good customer avatar is quiet, easy if you are setting, for example, baby products, you know exactly who you want to target. However, for a product like cocktail mixer, for example, it could be a little bit more complicated and indirect to find the customer avatar. And in this case, we need to do a small market research and in order to get inspired and then order to find multiple customer avatars that we can consider. Let me first explain a little bit. This product, it has a Shea that you open and you put over your drink in order to make it taste better. Okay, so it improves your drinks. And we are trying to find the customer avatars of this product. The first customer avatars that came to my mind, newborn fathers and mothers who can't go to the board because they won't enjoy a good drink. They don't want to get any drink, but at the same time they can't go to the bars because they have a newborn baby. The second avatar that came to my mind are students who like to invite their friends into a home party. They like to get good drinks, create good drinks, but at the same time, they don't talk to buy all the ingredients or get a little bit lost between how to mix up things. So they simply use this mixer in order to make good drinks. Well, these two avatars might be enough as a start, but at some point you would need to research new avatars and testing new things in order to see if you have any better opportunities that didn't explore yet, or if you are looking to scale your business. Now let's move to my screen and let me show you how you can get inspiration to find your customer avatar. The first place I usually start with why researching my customer avatar is Amazon. I go and I type my product name and I tried to find the brands that are selling similar products to mine or even my same exact product. I do that because I always find that the review section of the product page gives me a lot of inspiration about new avatars that I didn't consider before. Starting, for example, with this product in here. Just let me explain a little bit. This product, it's kind of a mixer that you add to that drink in order to make it better. So it has a very good function and many people like it. When I scroll down in here, I can start reading the reviews. And there are a lot of reviews that I can go over. But let me start first, for example, with this first review. This will not only help me to find a new avatars, but it will also point out some benefits about my products that maybe I didn't consider before. For example. And this review in here, I noticed that this woman is telling that she's lazy and don't want to get all the ingredients out to make it from scratch. So she uses the mixer because instead of buying all the ingredients, she can simply buy the mixer, open this a shape with it over the drink, and she will have a perfect cocktail. So this is a benefit actually, and this is also an idea of customer avatar. The benefit is that instead of buying all the ingredients, you have everything in one sachet. So this will save you time. This will save you money, and this will save you effort. Also, this means that I can target people who like to drink, but at the same time they are lazy. Maybe this could be a difficult because everyone is lazy. But I'm just giving you an idea. If I scroll down in here, this is, for example, a good avatar. I noticed that this review is very positive because it said that this product was yummy and I like that it's low calories. So this means that people who cared about that diet, people who care about not gaining weight, might be interested in this product because it saves them calories. So this might be an avatar woman who doesn't want to gain weight, or maybe even women who want to lose weight. In this case, we target women who are interested in diets and exercising and so on. Let me scroll down to see if I can find more customers of a third. Also, for example, this review confirm that we have found before because this review is the same idea as 0 carbs is easy to carry, good for going out to avoid, avoid high calories. This if you also, for example, confirm our previous avatar because it says the same idea, 0 carbs easy to carry, good for going out, avoid high calorie drinks. So this is actually a very good first for my customer avatar because now I have an idea that actually people who don't want to gain weight and interested about my product. I have two reviewers saying the same idea. Also, it's important because I can use all of these inside of my marketing. As I can see, it's easy to carry, good for going out and avoiding high calories. That is, there is no one who can speak about your product as people who think that it is great because then you know exactly how your product help them, how your product sold a certain problem they have. And in this case, this cocktail mixer fixed multiple problems. First, it has 0 carbs, very low calorie. It's good when you are going out and you want to drain, but at the same time, you want to avoid high calories. Moving down, we can find more and more reviews and you need to keep eating them to see what inspiration you can get out of this. This is a second product that I have found on Amazon. I will do the same exercise. I will scroll down in here and start reading the reviews and see if I can find new avatars or maybe confirm my old ones. So for example, let's read it and see if we can find something. It adds just a little bit of flavor without the Kennedys or sugar. This is also the same idea. Also we have the idea that you can carry it with you all the time. Let me scroll down to another positive review and let's see what other things we can find. These are lifesaver when doing low carb, easy to use and small enough to carry with you when going out. So the same idea, the same avatar. Let me scroll down. Same idea also. As you can see here, she added something that they are so perfect to carry in your purse when going out and wanting, wanting to avoid those sugar add ends at bars. You might, for example, target women who would like to party, but at the same time they are interested in their body and their diets. Here also, for example, a great taste and perfect for keto low carb lifestyle. So you might target, for example, people who are only interested in Quito. And this is a big, actually shrunk and the market nowadays, you can, for example, pick one customer avatar of people who are interested in diet and then going out and other people who are interested in Quito and loves to drink because also Cato is a totally different thing than usual and ordinary kind of diets. So let me move on to a third product that I have also found on Amazon. This is another product that they have found on Amazon. And this product is being sold using a totally different angle. They are selling this product as a good choice for people who go camping and who travel, and maybe who go hiking because they need to have a good drink quickly without buying all the ingredients and work too much. So a good advisor would be people who like hiking or camping and liked to drink. So just by doing this small research, we came out with multiple avatars, people who are interested in diet, people who are interested in Quito, people who like to go camping. You can also add, for example, people who like to party, parents and parents often newborn kids who like to have good drinks, but they can't go to the bar. The more you research the mode avatars you will find. You can also do the same exercise on Google ads and on Facebook ads. You can also go to Facebook ads library and check out your competitors ads and see what angles they are using to sell the products. So you will find new avatars in this case, and you will spot the avatars using the ad copies and the creatives you will see with whom they are talking in the ads. And you can get inspired, often new avatars that you can use for your own marketing. That's it for this lecture and the next lecture I'm going to show you how to break down your avatar objections and motivators. So make sure to watch the upcoming lecture. See you there. Bye bye. 32. Break Down Your Avatar Objections and Motivators: Hi there and welcome to this lecture. In this lecture we are going to see how we can break down your avatar objections and motivators. We are going to cover two things. First, how to find your avatar objections and motivators. And second, we are going to see two examples. It can understand this more. Defining your avatar objections and motivators will help you to know how you are going to sell your products. So let's start first by trying to understand what are the objections and motivators. This is about all possible things that might encourage or prevent people from buying your products. So you have to ask yourself, what are your biggest opportunities to convert people into your customers? What makes your customers pick your product, not any other product in the market. Why I would be buying from your store, from you, not from your competitors. So the second question you need to ask is, what are the biggest objections that might face your potential customers? Why might someone decided not to buy your products? Maybe it's the price, maybe it's the quality. They are not sure about the quality. Maybe it's very complicated, they don't know how to use it. You should think about your avatar objections and the drive to reply to each one of them. So quality is the problem. They are not sure about the quality. You need to add reviews to store it in order to convince your potential customers that your products are good. You need your old customers to add the reviews, positive reviews telling other people that you've products are good. If the objection is that your product is not clear enough, you need to add enough details inside of your head and your product pages in order to explain to your potential customers how to use your product. On the other hand, if the objection is the price, you need to explain to your potential customers why this is a good deal for them, what kind of benefits your products offered? In this case, you will remove this objective. Objection because when people see that your product is able to fix their problem and fix it 12, they will simply by IT, process only an objection when there is no value. When the price is the objection, you need to provide value. You need to tell your customers or your potential customers how your products are going to change their lives, how your products are going to make them feel better or look better, and so on. Let's go back to the example of the cocktail mixer and let's try to define the objections and the motivators that your customer, customer avatar might have as objections. The first one is not sure if it's worth it. This is like a common objection with almost any product, especially if their prices are higher than the expected. The second objection is not sure of the product quality. As I told you before, this objection is usually sold by providing reviews and social proof. The third objection is not sure if it will taste good. So you need to show your customers, your potential customers that the product tastes good. This you can do through reviews, through a ratings, through videos, video reviews through Instagram posts from your old customers, or through written reviews from your old customers. This is the only way to verify the spot because I can't know a few product will taste good unless I taste it. But the other option to me is to see that other people actually tried your product, this product, and liked my cocktail mixer. Now the fourth objection is not sure if it's healthy. Maybe I don't want to be taking taking some chemical staff, or maybe I want the ingredients to be bio or maybe I want them to be all natural and stuff like that. So if your product is actually made out of good ingredients, if it's healthy, you need to tell your potential customers why your product is healthy. What are the ingredients you have used to create this cocktail mixer? And why it's actually a good choice for someone who cares about that head. Now moving to motivators for this cocktail mixer for example, the motivators or what motivates people to buy from me or to buy this product can be, first, it's easy to carry and use. This is a very good motivator. Second, it has 0 carbs and 0 calories. This means that I will not be gaining weight because of it. Third, it has natural ingredients, which is perfect because I want to eat something healthy. I want to drink something healthy and forth. It replaced fancy expensive ingredients. So as you can see, these are my motivators, but for your products and motivators will be totally different. Maybe you are offering free shipping, maybe I'd offering free to return. This could be your motivators. Maybe the objection in your case is that the products takes too much to be delivered. So depending on your business, the products that are selling, the objections and the motivators will change. And also depending on your avatar, the objections and motivators will change. What I need from you is to sit down and think about each of your customer avatars and list the objections as the motivators. Your customer avatar, my tab, if you are a little bit lost, you can always go to Amazon and check out the reviews and see what people said about the product. And this way, you will know what actually push them into buying and what objection Do they have? Now let's take the second example with more objections and motivators. For objections we might have, for example, not sure if it's worth it, not sure of the product quality. Not sure if it will last. If it's sustainable, not sure if it will fit in my place, not sure if I will know how to use it. This is a very big objection and you can fight this objection by giving good customers guides on how to use the product, by explaining to them how to use the products, by adding videos showing the customers how to use the product. And finally, not sure of the size if you are setting, for example, shoes or clothes, this could be a very big objection. And in this case, your job is to provide very detailed size charts on your store with very detailed instructions about how to measure the body, how to measure the feed and so on. Now for motivators, you might have, for example, limited collection because this creates scarcity. When I know that the items I'm considering are limited in number, I will be motivated to buy before they run out. A second. Look good and stylish, it's a very good motivator. Third, sustainable and eco-friendly. This is nowadays a very good motivator since many people are now being more cautious about the planet and stuff like that. So eco-friendly and sustainable products and our head forth, not tested and animals also with the same logic, for example, this is a very important motivator for vegan people. Fifths, we have refundable and exchangeable. This is a very, very big motivated and we always see a very good increase in conversion rate whenever we offer free refunds and exchanges. And finally, unique handmade pieces. This is also something that can create scarcity. And also many people try to appreciate handmade products, especially if they are made by family businesses and so on. So this could be a very good motivator for your potential customer. Now that you understand the difference between objections and motivators, and do I actually figuring out this as important, I need you to create the same thing for your products and for your customer avatars. The next lecture we are going to discuss the different Facebook targeting options. So make sure to meet me that See you. Bye-bye. 33. Facebook Targeting Options: Hi there and welcome to this lecture. And this lecture I'm going to show you the five different methods you can use to target people using Facebook ads. So yeah, we have five different options. In this lecture, we are going to see the five options and I'm going to show you quickly when and where to use each. Later on we will have one section per each targeting type. So if something is not clear enough in this lecture, don't worry in the upcoming lectures, everything will be more than clear. Starting by understanding the five different types of targeting. First, we have interest-based seconds, we have behavior-based. Third, we have demographic based than intent ways and lookalike audiences. Let me give you a small overview for each one of these targeting types. Then later on in this course, you will understand each one of them in details. First, starting by interest-based, this is perfect for cold audiences. This means with this type of targeting, we target people based on the things they are interested in. Let's say, for example, you sell vegan food. You can go to Facebook and under interests, you can list all the things it began person might be interested in. So you can, for example, include veganism, other vegan blends, maybe makeup brands that they are also vegan, maybe animal cares, maybe station that care about veganism and stuff like that. Then after this type of targeting, we have the behavior-based. It's not widely used. I don't use it too much, but it's an option that you can have. And the most common one is to target engaged shoppers. Facebook know the people who spend more on Facebook, so you can target them using this option. Then we have demographic base. This means targeting people based on their age, location, and gender. In some cases, for some brands and some niches, this option is actually a good option if your product is age-based or if exclusively dedicated for one type or one segment of the society. After that, you have intent-based. And this is about targeting people based on who engaged with our page, visited our website, or completed a certain action and so on. Intent-based is more related to the action someone did, whether it's engaging with an Instagram page or maybe visiting the store, or maybe adding to cart and so on. The fifth option you have is to use lookalike audiences. Well, these are audiences facebook creates based on your existing audiences. So you can upload your list of old customers or use pixel data directly to create a lookalike audience of people who both from you. You tell Facebook, okay, this is the list of my old customers. I want you to go out there and find everyone who is similar to my old customers. You create a lookalike audience. Also, there is a section in this course about that. Also there's a lecture in this course about that. But it's one of the most, let's say smartest Facebook features. However, after IS 14 update, it's now less effective, but it's still an option that you can use. By doing lookalike audiences. You are asking Facebook to go out there and search for people who are the most similar to your old customers and show you add in front of them. Because logically speaking, people who are the most similar to the old customers are more likely to convert and purchase your product. Facebook will find the similarity based on the interests and the behaviors and so on. Most probably if someone is very similar to the old customers, he will be more willing to buy from you and more interested about your products. As I told you before, before iOS 14 update, this option was very, very powerful. Now it's less effective than before, but it's still an option that you can use, especially while scaling. That's it for this lecture and the next lecture we are going to talk in details about interest-based targeting. So make sure to watch the upcoming lecture. See you there. Bye-bye. 34. Interest Based Targeting: Hi there and welcome to this lecture. And this lecture we are going to discuss interest-based targeting. This is one of the most important options of Facebook targeting, and this is one of the most used ones. So I want you to make sure to watch this lecture carefully and take notes. Because mostly probably you would be doing this kind of targeting. This lecture we are going to talk about how to find your avatar interest. And second, how to use interests to target people and reach your potential customers. I'm going to move to my Facebook Ads Manager, to my Ads account to show you where do you start using this feature that enters targeting based audiences. So here I am inside of my Ad account and I'm currently modifying this campaign. Under campaign, I have the asset level and the audience definition is something we do at the Ad Set level. When you scroll down in here, you will find a section dedicated for audiences. In here, we define the audience we want to target. So you can start by using one of your Saved Audiences. And this is a topic that we are going to discuss later in this course. Or you can start by creating a new audience. This is the case, this is what we are going to do now. The first thing you need to fill is the locations. You want to decide where we are going to run your ads. I prefer to have one country per ad set, but it's okay if you want to include several countries, however, I prefer to have only one. Usually I recommend you to start with the most stops selling countries like United States, Australia, United Kingdom, and so on. But it depends on your business. So many people prefer to only sell locally. So maybe you will only run your ads in your country. So it's actually something that depends on you and your delivery system. After that, you have the age of your potential customers. Unless your product is exclusive to a certain age, I would say, to keep this open, I find that Facebook performs better when you minimize the rules you are putting on that targeting in here. Unless you product is exclusive to a certain age range, just keep this as it is. Under this you have gender and same rule unless it is dedicated and exclusive to one gender. Gender don't play around with this option. Also, you have always to keep in mind that even if your product, for example, is exclusive for a woman, maybe some men would think about buying this product for, for example, their wives or something like that. So also keep this option open unless it's like very crucial for your business. Under that, we have the detailed targeting and here we start to enter our interests, the interests we think our customer avatar have. So we start thinking about what are the things that our customer avatar maybe use, maybe explore, maybe like, and we start entering these interests in here. Don't worry through this lecture, I'm going to show you how to find interests for you avatars. Well, first in here, when you click on browse, Facebook gives you multiple options. First, Facebook allows you to target by demographics like education, financial life event, parents in relationships and works. Then you have interests. And here you can find list of interests facebook includes. For example, you might go, for example, to food and drink. And you can find, for example, by clicking in here, all people who are interested in beard and the United States. This is also something you can do choosing from the default interest and included within Facebook. Well, this is not actually what I recommend you to do because everyone will be doing this. Everyone will be going to this list of interests and we'll be targeting them because this is the default thing to do. What I'm going to teach you is how to find specific interests for your customer avatar. So you will be typing them in for verifying that they actually exist within this list. Because by exploiting these options in here, it's difficult to explore everything like all the interests facebook included. So it's better to do your own research outside of Facebook and come back here and verify what you have found. Not worry. Also, this is something we are going to cover in a few minutes. Under this you have behaviors and this is the topic of our next lecture. So let me skip it. Under this, you have the language, so you have to precise the language of your audience unless you are selling instead of countries where people might be speaking different languages, like Switzerland, for example, where each part speak a different language. And unless your store as actually in French maybe or in Germany or in Dutch, I recommend you to always put English or to keep it or language, but I prefer to keep it English. So I'm gonna write English assuming that the store I'm advertising for as an English. After that, you have here more options. Let me show you. I don't usually use this option. It's about creating a new collections and lookalike audiences. We are going to talk about this later. So now let me go back to this part in here where I will enter any interest like an example. So since in this lecture I'm going to take the example of vegan shoes as the products we are going to try and sell through Facebook ads. I will be starting with a general interests that usually begin people are interested about. I'm selling bigger shoes. So obviously my first targeted audience would be vegan people. So I'm going to start with the broadest interest that might ever crossed my mind. And it is obviously veganism. I'm going to write veganism in here. As you can see when I precise the word began to zoom in here. I'm telling Facebook, okay, go to the United States, target people in this age from this gender and who are interested in veganism. I'm not sure if this audience size, yes, the audience size is not changing with veganism. And this is a problem that we have been noticing recently after the new updates on Facebook, not today. I'm going to show you that what should have been now when I choose paganism in here, you should see that this audience size is lower because I'm targeting people in the United States who are only interested in veganism. Okay, so for some reason Facebook is not changing this audience size, but don't worry, I'm going to show you how to work around this bug. Let's say hopefully in the future they will allow us to see audience sizes again. But for now, Facebook is not changing the audience size and this is bad because as marketers, we want to know the audience size we are targeting. We want to know if the size is too big or too small. Maybe we need to combine into this. Maybe we need to use narrow down into this. So this is bad, don't worry, that is fixed for this. And in some Facebook ads accounts, when you put interested in here, the audience size is being changed and modified depending on that. But in this case, for example, I can't know my audience size. I will show you how to know it and a few seconds, when I choose, began to zoom in here I'm telling Facebook, go show my ads to people in the United States and this age, this gender, and who are interested in veganism. Let me now add another interests. I'm just clicking here so I didn't do anything special. I'm going to write sustainability. Now. I'm telling Facebook, okay, go to the United States, show my ad to people who are either interested in veganism or interested in sustainability. So either this one or this one, this means I made my audience bigger. Because Facebook is now going to the first part of people who are interested in veganism. And Facebook is showing them my ads. Then Facebook is going through the second part of the United States audience that are interested in sustainability and also showing them my ads. So it's either this or this. Now let's see. If I don't want to do that, I want to start to target people who are interested in veganism and also in sustainability. What I should be doing in here is to close this one. And in here, click on defined further. And the true sustainability. When I do that, I'm telling Facebook, go to the United States, target people who are interested in veganism and also in sustainability. Facebook should be only showing my ads to people who verify both criteria. First, they are interested in veganism, and second, they are interested in sustainability. And as you can see, when we have this rule in here, that is as of audience size and here is now the front. Now my audience size is smaller because instead of going to the whole United States and target everyone interested in either veganism or sustainability. I told Facebook only show my ads to people who are interested at the same time, and veganism and sustainability. This is what we call the narrow down option. When we narrow down by laying out the interests under that, you have also another option and it is to exclude a part of the audience. So for example, I can remove this option and tell Facebook to exclude people who are interested in sustainability. I'm telling Facebook now, go to the United States, show my ads to people who are interested in veganism. But they must not be interested in sustainability. They should only be interested in veganism, not sustainability. As you can see also the audience size in here is changed, but it's still big and it's not accurate. And I'm going to explain this in 1 second. So this rule is also a way to narrow down your audience to exclude people who you think will not be interested in your products. These two options are here, and no one can forbid you from using them. However, I prefer not to use them. I think that using the narrow down and the exclude option, especially the exclude option, makes Facebook delivery worse. So. I haven't been noticing in the last few years that whenever you put several rules for Facebook, targeting facebook lower than delivery performs and performance. And instead of giving you better results, facebook is giving you worse results. So I believe in keeping things simple, and I believe that instead of narrowing down with the interests, I believe in finding and the first place, very, very narrowed down interests. And I'm going to show you this. So instead of targeting broad interests like veganism and starting to narrow down this huge audience by using narrow down or exclude. I believe in finding at the first place, especially interests that they are exclusive for your customer avatar. And they are already small interests, very well targeted. So you don't need to narrow down or to exclude. I will also be showing you this in a few minutes, so make sure to stay with me. It's very important for you and for the way you run your business too, to correctly chose that out until it's. Now, let me talk a little bit about this. When you choose your interests in here and you hover over here, Facebook tells you that you detailed targeting is used as an input to guide at delivery. We may deliver ads beyond your detailed targeting selections if it's likely to improve performance. So Facebook is telling us, okay, you have specified that you want your ads to be shown for people who are interested in veganism. But if Facebook algorithm thinks that a different type of audience might be interested in your products. Facebook will be going beyond your targeting audience, and we'll be showing the ads to those audiences are all to those people. So Facebook is like giving the algorithm more, let's say, power over your targeting by allowing the algorithm to go beyond your targeting. What, few weeks ago or even months ago, this was something optional. So the audience level in here when we are precessing the audience, we were able to choose between enabling detailed Targeting expansion or disabling. This feature is called detailed Targeting expansion, and it's allowing the algorithm to go beyond our targeting. This was optional, so you are able to choose to take this option or not. Now, it's by default and conversion campaigns, and it's not by default and concentration campaigns, but in converting campaigns it's now default so we can turn it off anymore. The question is, is this a good option or a bad option? And why Facebook did it? Well, in theory, it should be a good option because when I put Facebook forces us to take something by default. It means that Facebook, the research and discovered that when you allow Facebook to do detailed targeting expansions, you will get better results for your ads. So this is like logically speaking. However, in some cases, especially if a pixel is still new and it's still not trained, the detailed Targeting expansion will not be working correctly. Because for this feature to be actually able to bring your sales, you'll pick such should be trained. You'd pixel should know who are your potential customers. Otherwise, it would be very difficult for the pixel to show you it adds to the right people. This option works very well for pixel, doesn't work very well for new pixels. But the good news is your pixel at some point will become a trained pixel. You will be able to profit from this feature. We can't do anything about it. There is no solution for it. This is the new rule, maybe some way down the line. Facebook will be going back to the old option where we were, it was optional, but for now, for now, this is what we have. It's by default we can change it. We have to stick bit. When this first came out, I did some tests on several accounts and I noticed that for ad accounts that have been like running for an AAC time where we have a good amount of money spent. Actually the performance is better now. But for new account is that it's a little bit tricky because as I told you before, the pixel is still not trained. So this means that you might need to spend more money and cubit. And I guess as a solution for this problem, you can focus on training your pixel organically. So for example, you can work on getting more organic saves on your store. And the pixel will be registering the data and will be also trained. This is actually a general rule, not only rely on Facebook ads to bring your traffic. Always multiply you to your marketing channels so you can make sure that you have a sustainable, stronger business. Now let's say I want to know my audience size because it is important to know the audience, the size of audience I'm targeting. So how would I know it? This option in here, because with this option, facebook is like making the audience is huge because Facebook is expanding that are getting. But I want to know that my targeting, take the specific targeting I have entered, has a good audience size. So how I'm going to do that? Well, I will go back to my campaign and this time instead of choosing conversion, I will move on to another objective, which is the deck. I'm going back to my assets. And now you will notice that I can actually choose whether to make Facebook use detailed Targeting expansion or not. And this is my audience size. This is the true audience size of people in the United States interested in veganism. This is a huge audience size because veganism is obviously a very broad, very broad interests and everyone might be interested in it, even if they are not vegan. So now when I click in here, you can notice that the audience size, we'll go back to that previous numbers, the ones we have seen when we were using the conversion campaign objective, when I move it in here, It's going back lower. So you can always use a traffic campaigns to know your audience sizes. This is a trick that I'm been, i've, I've used in the last few months since this is a new update game. Now I will be going back in here to show you that this option doesn't even exist for this type of campaign objectives. So if you are running beach objective campaigns, you go back to the exits. You will notice that the audience size is the small one because you can't even choose that detailed Targeting expansion for awareness campaigns, whether it's brand awareness reach, you can't just detect Targeting Expansion, the concentration campaigns, It's optional for the conversion campaigns at Samos. Now that you understand how to do interest-based targeting, I'm going now to show you how to start first by understanding you'd have at all, by figuring out what things you'd avatar is interested about, then I will show you how to find a list of narrow down interests that we'll be using here inside of Facebook ads manager to target your potential customers. The first thing we need to start with an order to figure it out our avatar interests is to first understand our customer avatar. For this, I have prepared for you a worksheet that you can use in order to make your research way easier. The first page in here, we want to write down all the general information about our averted. Let's go back to the example we are discussing in this course and it has begun shoes. My avatar name would be, for example, Mary the beginning. Why I named the avatar because first it's fun. Second, it makes, it makes it easier for you to understand what you are going to like, how you are going to organize your information. So you start first by entering all the information about your avatar, like the age, the gender, the countries, and so on. Unless, as I told you before, you'd products are exclusive to a certain age. You can keep this open. You can't keep them. It's fine. And these information are related to some kind of products. Maybe they are related to office work or maybe for softwares and stuff like that. So you might not even need to fill out this information. Under this section, you have like the desires, the fears that goes, the needs, the challenges and the entries and so on. While filling out these is very important because it will help you to understand what your customer avatar might think and how your customer avatar will be touched by your ads. So for example, do you remember the example we have took about, I guess her name was Nancy. I'm not sure that a woman with a curly hair, her desired is to make her hair look better and less time because she doesn't have time to take to make it straight each day. She has a need and that is to look better, to have a better maybe hairstyle. Her challenge is that she doesn't have time. She fears that her natural hair is not good enough. She has some goals, maybe she has stronger desires related to her, how she looks and so on. While filling these information is actually very important because it will help you to know how you are going to create your ads. You create your ads based on the desires, the fears, the challenges of your customer avatar. You show your customer avatar that your product is going actually to fix their problems. So when you write down all of these information in here, you will be able to see clearer how you are going to try to add copy, how we are going to write your books, how you are going to address this customer avatar, and how we are going to convince this customer avatar That's your product. Is that true solution for their problem? Fill out all of these information. And if you think that you don't have enough data to know how to write in here, good advice is to simply contact your customer avatar. Let's say for example, in this case I'm selling my product to vegan people. I would go to my friends list and see my vegan France, contact them, ask them about their desires, everything related to being vegan, stuff like that. In order to understand my avatar more, don't be shy. If you want to sell something to a person, you must understand the person in front of you to be able to sell your product. This is the only way you will be able to sell your product. You need to understand your customer avatar swell and this workshop sheet will pretty help you to do that. After filling out this information, we move on to the next step and at this, to define your avatar objections and motivators, we have talked about this in a previous lecture. So you just need to sit down and write these objections and motivators because also this will help you to know how to write it at the creatives, what to include and stuff like that. So for example, if the objection is that the shoes might not fit correctly, maybe I would add three return in order to fix this problem. Now, Objections and motivators, we move on to the next step and it is to start doing the detailed targeting for our customer avatar. The first section is related to demographics and values. Here we repeat the information related to the age, gender, and location. Then we start replying to those questions. When we reply to any of these questions, we need to make sure that our answer is exclusive for our customer avatar. What argued avatar values? In here, I've taking maybe the begun as an example. Let's ask ourselves, what are the values of Mary? She is a vegan. This means she is interested in animals and protecting animals. So when we write the values in here, this should, this should make us think about the following. If Mary is interested about protecting animals, this means that most of you probably Maddie, follow Instagram profiles and Facebook pages and blog posts, blogs that discuss animal rights and how to save animals and stuff like that. If maybe as a vegan, this means that she might be interested in saving the planet. And then HSL also she might be interested in such pages. So many these values will help us to find more interests related to this specific avatar. After that, we write down the general avatar interests like veganism, sustainability, eco-friendly, stuff like that, like the general things, the things that we are not necessarily going to target on Facebook. After that, we start discussing products and apps. So we ask ourselves, thus our avatar is a special kind of food. For many, for example, it's vegan food. Maybe uses most of probably some very specific vegan food brands. We might choose these brands to target Mary on Facebook because only a vegan person would be interested in a vegan food brand. This is a very interest-based targeting because it's very exclusive for marry. Anyone might be interested in veganism, but only a vegan person would be interested in vegan food brand. So here we have food, then we have recipes, then we have dishes and drinks, then so on. Here we have the brands that maybe by all of these stuff around. So this is also a good question. Now if you don't know what we're going to brands there is in the market, simply use Google, go and type best food brands for vegan people and start creating your list. You might find, for example, ten vegan brands, a copy these brand names, put them inside of a file. Then later on you need to verify them inside of Facebook ads manager to see if they actually included within Facebook interests list. After this, we move on also two more questions related to more products and apps. Maybe you, you need to consider the absolute customer use on mobiles, maybe the software they use on their desktop, on their PC and so on. You reply to all of these questions with the same logic, always keeping in mind that you'd answer should be as exclusive as possible to your customer avatar. Then we move on to the light style. So we discussed the events your customer avatar is interested in, and especially days. For example, for Mary, maybe Earth Day would be one of the events. After this, we have sports and activities. This might be a very good option for certain issues. You reply to these questions. You find out what kind of equipment of sports avatar is interested about. After that, you have information sources and this actually work for any niche where you define what kind of information sources your avatar like. You started by books, magazines, blogs, TV shows. Movies and so on. This is actually a very good way to target your potential customers. And in many cases, it works very, very well. You reply to all of these questions. You use Google to come out with answers because in many cases, you wouldn't know the answers yourself unless you are your customer avatar. Unless your customer avatar is exactly as I've told you before, you can always go to people in your network who are very similar to customer avatar and ask them these questions in order to make your job easier. And you will always have Google tobacco you up. Now after finishing up with all of these questions, we will have a list of blend names, maybe food recipes, maybe blogs, maybe TV shows, movies, celebrities, books, magazines and so on. We are going to take this list and start verifying it inside of Facebook ads manager. And we are going to only keep the interests that actually exists within Facebook interest list. And we are going to use these interests to target our potential customers. As you can see, using this worksheet, you are only targeting your potential customers. You are only searching for things that your potential customers are interested about. That's why you would not need to narrow down your interests. You will not need to exclude anything because your interests are already very narrow down and they are already very exclusive. Here is a small example that I have prepared for you. In this example, we are still selling vegan shoes, and I have proposed several avatars. The first one is maybe the vegan. She's an animal lover. The second one is Joseph, that sustainable, eco-friendly because also that shows I'm selling are eco-friendly. And third, Klara that fair trade supporters and it's also my shoes are all fair traits. These are three different avatars that I can target. I found these avatars through thinking about my products and what they make them special. And also by doing a market research starting by the first avatar. And it's merely, So I have the name, I have a code for Mary. You can do that. You can simply skip it if you wish. And here I stated some of her desires, some of her for years. And I'm going to use these ideas I came out with when I'm brainstorming ad creatives and hooks. I found this by asking my friends, by going through Google, by reading a little bit and forearms and Facebook groups of vegan people to understand what kinds of desires and fears they have. So you can do that also if you don't know your potential customer very well, you can go to Facebook groups or Reddit forums where your potential customers, like speak with each other and start researching them. And you will be able to see many desires and fears and problems that they might be facing. And you wouldn't think about these problems without like reaching out and exploring actually displaces. When you move a little bit down, you can see that I have came out with a list of tools, for example, also a list of interests in here. And as you can see, I have several options. I have divided them and let's say categories. So for example, beauty, home and garden began pet food. And obviously I didn't find any food vegan, friendly paths. We're going to close brands, restaurants, best statistic or vegan magazines, TV shows, movies, influentials, organizations, events, podcasts, blogs, activities, values, books and interests. This is actually a very good way to divide your interests and like to make sure that you are covering all areas. Let's say, for example, you want to know how I came out with these interests. I simply googled make up a vegan makeup brands. And I found these brands and I verify them inside of Facebook ads manager to make sure they exist. And I added them in here. Same for food, same for home and garden, say for close. When you scroll down in here, you can see that since my potential customer is vegan, so there is a value behind this niche. You can find the Ellis huge list of organization that my customer avatar is interested in. And this might not apply to each niche, but in this niche, this is actually very valuable. After that, you have the events, for example, Meatless Monday word Vegan Day. I wouldn't find any of these if I didn't Google them. I simply went to Google and said, best days for vegan people are best events for vegan people. After that, I have the blogs, I have the activities, I have the values like vegan people will most probably be interested in fair trade and animal friendly, cruelty friendly, sustainable fashion. So on. Then I went to books. So I searched for famous authors or famous books and I found many. Then I search for interests. So starting by veganism, which is a very general interest. Moving down to other interests. This is actually a very good list of interests. Now let me show you how you would verify that these exist on Facebook ads manager. All of these actually are verified because I verified them while copying them in here. But let's say you wanted to verify something that you have found on Google. Let's say you have searched for vegan makeup brands and you came out with ten brands and you want to verify them. So I'm going to show you how to do that. I also recommend you to add in here the size, the audience size. In this way, you will know why combining your audiences, how much your total audience size would be. Let me move back to my Facebook Ads Manager to show you this. I would first copy this because this is the one I'm going to test inside of Facebook ads manager. I will also test begin cuts. Going back in here to my Ad Set, I'm going to choose traffic as my campaign objectives so I can be able to see my audience size. Moving in here, I will go down to the audiences, and this time I will choose this special vegan makeup brand. As you can see, this is the size of this audience. It's one million, two hundred thousand, one million, four hundred thousand. And this is a very well targeted interests because it's vegan makeup brand. So since this one exists here inside of Facebook, I will copy this to my list and I will add the audience size next to it. I know in this way that when I combine it with another interest, for example, how the audience size, how much the audience size would be. Now let me try for example, vegan cuts. So it says moral interests, it doesn't change anything. So maybe I will skip it. Sometimes you will find some brands, some maybe magazines. You will not find them in here. This means that you can't use them. You need to find interests in Google and then come in here and verify that they exist within Facebook interest list. In this way, you can actually use them for your targeting. After coming out with your interest list, what I recommend you to do is to simply combine your interests to reach the audience recommended size. So I have given you the recommended sizes and a previous lecture. So just combine your interests like one after the other in order to reach the audience size. Jewish, don't use narrow down. Don't use exclude, exclude. Don't use it at all. Narrow down sometimes if your niche is very broad, you might use it, but otherwise stick to simply combining the interests then arrow down interest. We have fun. That's it for this lecture and for interest-based targeting. Remember this is one of the most useful and powerful targeting methods inside of Facebook ads. In the next lecture, we are going to discuss behavior based targeting. So stay tuned. Admit me in the next lecture. 35. Behavior Based Targeting: Hi there and welcome to this lecture. And this lecture we are going to discuss the behavior based targeting. And this is the second targeting options that you can use. This lecture, we are going to see that different behavior targeting options and how and when to use them. Let's now move to my Facebook ads manager to discuss this more. Heat. I am inside of my Facebook ads manager and from the Ad Set level, from the audience section, I'm going to explore the different behaviors. This time instead of typing interests, I'm going to click on Browse to show you the different behaviors, options. So as you can see in here, you have multiple options that you can use. Let's take for example, an diversity. So when you choose this behavior, you tell Facebook to target people with an diversity within that next two months or three months. Let me move further down. For example, in here you have mobile devices users. You can target people depending on the brand, mobile brand they own. So if you are selling mobile covers, this could be a very good option for you. If you scroll down further, you have, for example, politics. You have purchased behavior which is a good option and hit you target engaged choppers. This is an option that I used. This is an option that I usually use. Facebook also recommend using this option. They also recommend narrowing down your audience by this option. However, what I recommend you to do is to try and test this option because I noticed that when I use this option to narrow down my audience, especially if I have a very huge audience, I use it sometimes. I always notice that the costs go up a lot, but the results don't go up that much. So what I recommend you to do is to create the same asset. One of the ad sets use this option and the next one doesn't choose this option around then them with the same budget and see which one performs better. Repeat this test multiple times to decide whether you want to test this option or to use it or not. As I told you before, previously, I used to add this option L out. Now I'm not using it as often because usually it increases the ads costs so much. After that you have a travel. For example, if you are selling products related to traveling, this could be a very good option for you because in this case, for example, you can target a frequent travelers. So if you are selling, for example, backpacks for traveling, this is a good option that you can explore. Well, I recommend you to go over all of these options and see if any of them works for your specialty products. However, I repeat for the last time, I don't use behaviors too much. I focus on interest-based targeting. I guess it's the most efficient one. But always go in here, explored, see if there is something that works for you. Products, maybe in your case, maybe for your niche. Some of these behaviors will actually make sense. Explore them, and see if they work well for you. In the next lecture, we are going to discuss intent based targeting. And it is a very important type of targeting that you must be using. So make sure to watch the upcoming lecture. See you there. Bye-bye. 36. Intent Based Targeting: Hi there and welcome to this lecture. And this lecture we are going to discuss the intent based targeting. And this kind of targeting is extremely important. I highly recommend you to watch this lecture carefully. What we are going to cover in this lecture are the following. First, how to target people based on that intent. And second, the strongest audiences you can use. Let me remind you first of what intent-based targeting means. It means targeting people who engaged with our page, visited our website or completed a certain action and so on. I'm going to move to my screen to explain this to you more. So stay with me. Here I am inside of my business settings page. And from here I'm going to click on Search. And I'm going to go to audiences. This is the list of the audiences we have created previously. Here I can click and I can click on choosing between custom audiences or lookalike audiences. This would be the topic of the next lecture, so let's not talk about it now. Let me go to custom audiences. When you create a custom audience, you are creating this audience based on data collected by Facebook. So either Facebook is collecting this data directly on your store using the pixel and the conversion API, or Facebook is collecting that data directly on Facebook and Instagram. As you can see here, you have two types of sources. First, you have your sources. This means sources related to their Facebook user, to their Facebook business owner. And the second option in here are related. And the second options in here are related to Facebook sources like video views, lead forms, Instagram account and so on. It's very important to note that the data collected on your website has been affected by iOS 14 update. This means that the data now is incomplete since many people have opted out tracking the pixel before was used to collect all data from anyone. Now the pixel can only collect data from people who accepted tracking. This is something important to note because it means that your audience sizes are affected. Your customer list is a list that you upload yourself to Facebook. It's also a powerful tool to use. And then here you have everything related to Facebook sources. I'm gonna start with the website. This means with a pixel and I'm going to click on Next. When you do that, you can notice from here that Facebook is telling you that the size of your website custom audience, it may decrease because it may not include some people using iOS 14.5 or later devices. This is the exact same thing I have told you. So just keep this in mind that your audience sizes from pixel data are not big as used to be. That's it. Here you need to pick the source. So in our case, the pixel, then you have to pick the event. These are all the events that might happen on your store. The further down you go, the more powerful the event is, and the more powerful the audiences, it's warmer. So let me start with your content. For example. After choosing the event, you need to choose the retention window. Now for example, I'm telling Facebook to create a custom audience from the data collected from my pixel for everyone who viewed content within 30 days. But if you are just starting out and for a new Facebook ad account, I recommend you to keep your windows to the maximum. So I recommend you to use 180 days later on, after months running Facebook ads and after having huge audiences, you can start thinking about minimizing your retention windows. But for now, let's stick with a big retention window because your audience, since our stem small and you need all the data you have, keep your windows open. Here. You can refine your options. Another gonna do that in here, you can exclude some people. In here. You can use this to exclude your old, old customers. This could be a good option if you are selling one product on your, on your stored, or if you are selling the same product on Facebook ads. This means that you are not telling a new product. You need to exclude your old customers unless your product ran out and the same customer might buy the same product for the second time. So if you are selling, for example, shaving accessories or something like that, maybe your same old customer would be buying from you. Again. In this case, you wouldn't exclude your, your old customers. However, if you are setting, for example, I'm not sure what's one product, only one product on your store. And you'd all customers will not be interested in buying the same product. Again, in this case, you must exclude them from your list. So think about your product and consider the case of your product and decide whether you want to exclude your old customers or not. You might even consider excluding them in here and running a campaign for them, retargeting them with, for example, a cross selling ads and temporally and something like that. It depends on how you are running your business. It's not like one option for everyone. Think about your business, think about your products and consider what option is the best for you. After that in here, you choose audience name and you write the description. Let me go back to show you new options. Like for example, let me choose Instagram account. Now, I can choose this option which is the default one. I recommend you to stick with it. And at this for everyone who engaged with this professional account and they tension window now is 365 days. It's one year. I also recommend you to keep your window very open. You name the audience and you write the description. The most powerful audiences you can create out of people who added your product to cart, or out of your own subscribers list, or out of people who engaged with your store directly like view the content at the two card purchased and so on. Usually before I asked 14 update our strongest audiences where here, because they were people who went to our stored, who did some action and there. So we had the strongest audiences in here. After I asked 14 updates. Things are different. Now sometimes in order to have the broadest audience is ever, we use these sources because they were not affected by iOS 14 update. So we use these audiences because now in many cases they perform very well and better than these audiences. So let me just recapitulate that your most powerful audience is the one that you create out of your customer list or out of your subscribers list. So if you are collecting your customers leads or your visitors leads, you can connect to the Cloud, your account, your Facebook ads account, and have lst of all people who subscribe to your newsletter. This is actually a very powerful audience because it's made out of people who gave you their lids, so they interacted highly with your brand. Then you have the audiences of people who added to cart initiated checkout, mate purchase and so on. Then you have the audiences out of Facebook sources like Instagram engages or video views, depends actually on what strategy you are using for your campaigns. But these are all the audiences you have to test. Always, always uploads in here your subscribers list. You will all customers list because these two audiences are very powerful. You can use your old customers list in order to retarget them with cross-selling ads. And also you can use your subscribers list and order to retarget them with any egg because maybe they didn't buy from you before. These audiences at very strong. These audiences are really strong and I highly recommend you to use them. But as I said before, after I asked 14 update, I started testing these options and they are actually performing well in many cases. So start with your customer list, with your subscribers lists, with your website data, with your Facebook sources. Test these different custom audiences and new retargeting campaigns and see what works best. I told you, what are your best options? What are your strongest audiences? But it's always important to test everything. Not worry, we are going to discuss all of these audiences and how to retarget them and that he targeting section of this course. Now let's move to the Facebook ads manager to show you how you can target a specific custom audience that you have created. So here I am inside of my ads manager and under the etc. level, if you scroll down here to audiences, instead of creating your new audience, you can click on Use Saved Audience and you can choose from here in the audience that you have created. And that's it. That's it for this lecture and the next lecture we are going to discuss the lookalike audiences. So stay tuned with me and meet me there. That's it for this lecture and for the intent based targeting. And the next lecture we are going to discuss the lookalike audiences. So stay tuned with me and let's meet in the next lecture. 37. Lookalike Audiences: Hi there and welcome to this lecture. And this lecture we are going to discuss the lookalike audiences. We are going to see what the lookalike audiences are and how and when to use them. Well, I'm going first to explain to you the concept of the lookalike audiences because it is something actually different and very smart. When a lookalike audience is a way your ads can reach new people who are likely to be interested in your business because they share similar characteristics to your existing customers. This is the definition of Facebook. Lookalike audience uses an existing custom audience that you select and create a lookalike audience based on this custom images. Our system leverage information such as demographics, interests, and behaviors from your source audience to find new people who share similar quantities. When you use a lookalike audience, your ad is delivered to that audience of people who are similar to or look like your existing customers. We generally recommend a source audience that has between one thousand, five thousand people. However, the quality of your audience also matters. So this is the definition of Facebook and I'm going to try to make it way simpler to you. As you know, we have inside of Facebook what we call custom audiences. We can create any custom audience. So for example, we can create a custom audience of our old customers or people who added to cart, or people who viewed the website and so on. What we do is that we use this audience. Let's say you have created an audience of our old customers. We use this audience as a source audience to create a lookalike audience. We tell Facebook, this is the audience of our old customers. We want your algorithm to go out there and find people who are similar to our old customers. Facebook will then use information such as demographics, interests, and behaviors from your source audience to find new people who share similar qualities. And then Facebook will create an audience of people who are similar to look like your source audience. Let's say for example, Jenny from the USA. He, she is 25 years old. She likes to read books, she likes to watch Netflix. She likes, for example, a very specific kind of series. Let's say she's into vampires. You tell Facebook that Jenny is my old customer. So Facebook will go and search for people who are very similar to Jenny, if you decided to create a lookalike audience inside of the USA, for example, Facebook. We'll go to the USA audience and we'll search for people who have very similar qualities and interests as Jenny. So they have very similar behavior, very similar demographics and so on. So in this case, for example, the case of Jenny, Facebook will be going out there searching for people in the USA who are 25 years old, interested in the end, vampires who would like studied, who like to read, who liked to watch Netflix and so on. Definitely that this is much more complicated because for each one of us, facebook has like a big data of interests and behaviors and history. And Facebook is going to use all of this history in order to find the lookalike audiences. While it's very important to note that after I've asked 14 update, the lookalike audiences are not yet performing as good as before due to the fact that Facebook doesn't know about us now as much as Facebook used to know years ago. Now that lookalike audiences are not that powerful as before, but you still need to test them and you still need to leverage them. What I see people do use, whether it is a big mistake, is that they focus on the lookalike audiences too much and they ignored in any other type of targeting, they focus on the lookalike audiences. Sometimes I audit Facebook accounts where I find five different assets targeting five different lookalike audiences. Well, you don't need to make this that much complicated. You look alike. Audiences should be only targeted one ad set. If you have very huge audiences, you can go up to two headsets. And that sets, you can't build all of your ads strategy upon your calloc audiences. You can definitely use them. You must definitely use them, but you can't build all of your strategy upon them. So here are some important facts that I need you to keep in mind while creating your Duke alike audiences. Well, first start with a source audience that has at least 5 thousand person. The more your source audience is strong. And let's say valuable and let's say qualified, the better your lookalike audience would be. If you are starting, for example, with source audience of your old customers, you will see much more better results than if you are starting with people who viewed the content. The strongest year source audience is better than lookalike audience would be for better results. Use source audiences that weren't affected by iOS 14 update, like your email lists. So if you are, if you already have a list of your old customers or maybe your subscribers, this, you can use these audiences instead of the, maybe the pixel audiences in order to get better results because your e-mail lists are more valid and they are more valuable now than the pixel data. And always have an asset combining all of your lookalike audiences, as I told you before, you don't need to complicate the lookalike audiences. Just create one, etc. Combine all of your lookalike audiences, and that's it. Remember, you can create a lookalike audience from any custom audience. Starting from them, you view content, the add to cart, the initiated checkout, the purchase, your email list, and so on. The strongest your source costs, your source audience is the better you'd look alike audience is. When you are creating your lookalike audience, you need to specify to Facebook where you want to create this lookalike audience. So you need to specify the country and you specify the percentage. So you can create a one-percent lookalike audience, or 2%, or 3% or 5%. I recommend you to start with the smallest percentages, then you can start testing bigger once. Now I'm going to move to my Ads Manager to show you how we can create a lookalike audience. So here I am inside of my Ads Manager and the inside of the audience section. I'm going in here to click on Create Audience and I'm going to choose lookalike audience. Here you need to precise your audience source. You'd custom audience source. Either you can choose value-based source. So in this case, you are going to use the pixel data and you are choosing the customer audits from there, or you choose other sources if you want to use any of your Saved Audiences. After that, you need to precise the location. You need to precise which country where you want Facebook to search for the lookalike audience. And in here, you need to precise the percentage and that's it. You click on Create Audience. After creating the audience in here, you can use it inside of your ads manager. That's it for this lecture and for the whole part six and the next part we are going to talk about ad copy. So stay tuned. Admit me and apart seven of this course. 38. Facebook Ads Library for Market Research: Hi there and welcome to this lecture. This is the first lecture and apart seven of this course where we are going to talk about ads copy. This lecture is extremely important because in this lecture I'm going to show you how to do your market research. We are going to start first by learning how to find your competitors and other brands and your niche. And second, I'm going to show you how to collect data out of the information you find and how you can make conclusions and use these conclusions inside of your ads. We are going to start first by explaining the anatomy of a typical Facebook ad so you can understand the data when we collect them. This lecture is extremely important because it will help you to understand your audience better. It will help you to know what kind of offers and copies and Ads work for your audience. So make sure to watch this lecture carefully. So starting first by explaining the different parts of a typical Facebook ad first, and here we have the brand name which is leave ya for example, under that we have the primary text of the ad copy. This is the primary texts. The first thing people will see on Facebook, on Instagram, this is the first thing they will see under the photo because as you know, Facebook and Instagram have different kind of presentation for the posts on Facebook. You see it above. On Instagram, you see it below. This is the first part of the ad, which is the primary text. Under it you have the creative, whether it is image, video or carousel. And under it you have the headline and the description. Then you have the call to action. Each part of the ad, each section of the ad is important because each one of them has a different purpose and different goal. Our goal from this course is to learn how to optimize all of these sections so we can have the perfect ad ever. But you have to keep in mind that it's not only about the ad, it's also about the offer at about It's about that ending page. It's about so many things that we are going to discuss through this course or that we have already discussed before. So I'm going to start this lecture by showing you how I liked to do my market research, how I find competitors and other brands in a certain niche. Then I will move with you to Facebook ads library to show you how I read data and then what are the things that usually catch my attention? So first I'm going to start then by finding your competitors. And the first place we are going to is Google. There are many ways to find your competitors, but starting from Google to me is the best way because in heat I usually find brands who are willing to invest and do are willing to pay money. Thus, most probably they are already paying money on Facebook to run ads. That's why I start from here. And I start by researching the, let's say, the most significant keywords for my niche. Let's say for example, I'm selling organic makeups. So I'm gonna start by typing organic makeup. You don't need to write two brands or stuff like that. Just try to keyword, think about all the relevant keywords that describe your products and that exactly describe your products. So you can find brands that sell something very similar to your products. After typing my keyword in here would be showing me first and here the brands who are running ads. So these it all shopping ads. This means that these brands paid for Google to show that adds in here. This means that they are willing to invest. And as I said before, this means that most probably they are on Facebook also running ads. Hopefully, the first place I can start with is from here, or I can go directly to shopping and start exploring the brands in here. And as you can see, the first section in here is dedicated for brands that are running ads. I can start by exploring each one of them. Like I click in here, I go to the store, I see what they are selling and so on. Or I can simply take the name only. But I like to go a little bit further with this. I like to go to each store, see what they are selling, make sure that they are legit. Maybe they have been on the market for awhile. Check out their Instagram page, that number of followers see the engagement on their Instagram profiles. Know if they are actually a true brand, is sustainable one with a good base of followers. I'm not talking about hundreds of thousands of followers, no, but I'm talking about people who are actually interacting with the brand and showing interest in the brand. So this is one example. For example, let me go to the shop to see all the products that are selling. So as you can see, they are selling makeup products, maybe phase care products, they have bundles and so on. I can go in here and exploring Instagram. If they have the Instagram on their footer, they don't let me see if they have it up above also, they don't say something bad. Let me go to the homepage to see if they linked to that Instagram in there. So this is the landing page. Notice diagram in here. This is bad. I can go and search manually for them on Instagram. This is also an option if I wish to, but sometimes I just skip it. Skip the whole story. If I think that they are not serious enough to link to that Instagram page, It's up to you. I'm going to do it. I'm going to research for this page on Instagram. Maybe they are actually good in there. So let me go to Instagram to see the store. I'm going to try to guess what their name would be on Instagram. So let's say most probably is FEC. Let me go in there and see. Here I am inside of Instagram. I'm going to paste the name of the brand to see while this is actually the brand we have seen on Google, let's see. It's not bad, it's just starting out, it seems, but they have a good fit. It shows that they are serious about their work. They have very good actually posts with very good creative. This is, for example, a very good posts. They are doing a good job in here. So most probably I will start by adding this brand to my list, but I need to make sure that they are organic. So I recommend you to go to the About Us page, makes sure that they are actually selling to your same audience. In this way, you will make sure that they aren't actually your competitors and you didn't mistake by adding them. And you didn't do a mistake, but I think them to your competitor's list. So now I'm going to show you my competitor's list worksheet where I fill in the information about my competitors so I can go later on and research them inside of Facebook ads library. This is my competitors worksheet. I started here by filling the brand name than the brand website, then the Instagram handle. And after that, if I've checked them on Facebook ads and I'm sure that they are running ads. I will put in here yes or no, or I can keep this for a later stage. And here I put the Instagram followers count and heat. I put the unique selling propositions. And in here, if I have any other comments, I will fill it in here. Well, let me explain a little bit about the unique selling proposition. This is actually something very important because it tells you what kinds of things you need to offer. So let's say, for example, your competitors are offering one-year guarantee or if they are offering, for example, two months returns, returns, or if they are offering, for example, three exchanges. These things are important because it means that you might need to offer something similar to that in order to compete. The unique selling propositions are very important, whether it is related to free shipping or returns, or to the guidance IT, or maybe to the offer. So keep these in mind while you are doing your research because most probably you are going to use them and reflect on them when you are considering your offers and you're selling propositions. So I will fill the information of the first brand we have discovered and then I will get back to you. I fill the information about this brand. And now I'm going to go back to Google and do more research and find more brands and minus. So let's go back to Google Shopping and let's see what we'll find in there. We can keep exploiting the brands in here and see what other competitors we are going to find. As you can see, that is a very good number of ads in here. This means that people actually invest to sell this kind of products. Let me also try this one. This is, for example, a state law there. I wouldn't I wouldn't consider this as one of my my competitors because it's a very famous makeup brand and it's not used with the organic. And if it is organic, it's not known for being organic. They might be selling some kind of organic maybe makeup, but this is not the branding of this stellar that does NOT y Estella their cell. I'm going to skip a Staedtler dead. This is what example if very, very well example of a store on my niche because they are selling bio products. They are called bio first. So this could be one of my competitors, but I need first to make sure that they are selling makeup. So for example, here they are setting some kind of skin, hair, something for the skin. This means that they are in my knees are exactly in my niche. So let me see, for example, this is the homepage. Let me see here they are selling bio products, natural, non-toxic, self-care and so on. They have a good range of products. So they are selling, studying us what, what makes them unique. And if you scroll down in here, you can no mode. Let's go to Instagram to see what they are doing there. This is the brand on Instagram. It's actually still a new brand in here. They don't have a very big number of followers. But still I would keep this in my list because it seems like a city spread. They are doing good job. That packaging is good. They are actually posting on Instagram. They are running Google ads. So I will keep this on my list because I'm going to search them on Facebook later on. Let me fill that information of this brand and my competitor's list and let me get back to you. So I filled my worksheet for these two stores. I have included the brand name, the website, and Instagram handle the number of Instagram followers and so on. You need to keep doing the same thing for any brand you find in Google Shopping, any brands that sell products in your niche. So you go back in here and you keep researching these stores and see if any of them or maybe multiple ones of them are setting to your audience, you collect this data, you keep it inside of your competitors list. Because later on we are going to research those competitors inside of Facebook ads liability. The first place you can start your research with to find your competitors Is Google and especially Google shopping. The second place could be simply Instagram, because nowadays all brands are using Instagram shopping, so they are here. What you can do is to simply go to Instagram and to search for your main keyword. So in our case, for example, it's organic makeup. And if I'm hearing you explore the results. You will find, you can start by, by searching by the hashtag or you can start by searching the brands themselves. So for example, you can go in here, see this brand. It seems like a very legit brand. They are selling organic makeup. You collect the data, you copy that, handle their website to make sure that you have it inside of your competitors list. Because as I told you before, we are going to research them inside of Facebook ads by really to know if they are running ads and what kind of ads they are running. So first you can start with Google, seconds, you can start with Instagram and you can go to Facebook and do the same. So this is the research. You simply use social media profiles and Google shopping to find your competitors. Now I'm going to show you how to use the data you collected at this step in order to do your research inside of Facebook ads library. Sustained with me. As I told you in this step, I'm going to show you how to do your research inside of Facebook ads library. Facebook ads library is a tool provided by Facebook. So it's 100% legit and you can use it whenever you want. You are totally allowed to use it. That is nothing roundabout your thing yet. That's something that I need to make to make clear. This is a tool provided by Facebook themselves. In this tool, you can type any brand name and see what ads they are running now. But as they have run in the best, this is actually very, very important for any marketer because you can learn from other brands. You can get inspired and you can try to run successful ads like them. So let me now move to Facebook ads library to show you how you can use this tool. This is Facebook ads library and you can simplify that by typing Facebook ads library on Google. And Google will show you how to find this. You go in here and you start first by selecting all countries. And here and here you choose all ads. If you are only selling your products inside of one country, you can in here choose only targeted country. However, if you are selling worldwide, you can click choose in here, oil. Here you need to type the brand name. In here. You need to go and type the brand name. This is the brand name I have just copied from Instagram. So I'm going to click in here to see if they are actually running ads. So this is the brand we have seen on Instagram. They have a good number of followers on Instagram. As you can see, they are only running one ED and this is this one. They are not running it in English. They are not, I guess if either, either, even though upside is not only English, but this is their first app at if I want to see it, I click in here on details and then heat. I can see the text, I can see the creative. I can see that description, headlined and everything. Okay, since this ad is not an English, two are going to skip it to find another competitor who is running ads in English so we can collect a little bit of Theta. I'm going back to my list and this time I'm going to try with this brand bio first to see if they are running ads on Facebook. So let me copy their name. It's bio first. Hopefully there will be nothing complicated than that. Let me go back to Facebook ads library and research them. So I'm back in here and this time I'm going to start to try with this brand. I'm not finding it in here. Sometimes this happen. And when this happens, I'm going to show you how you can find them. I'm not sure if this is the brand we were researching. I don't think so. So let me show you when you don't find the brand directly on Facebook, how you can access that edge? I'm going back to my website of the sprint from here. I'm going back to that website from here, what I can do is to go to their Facebook page. Instead of researching them instead, instead of their Facebook ads library, I would be extinct. That adds from here. When you scroll down in here, under transparency, you can click on see all. You click on go to Add Library. And now you will see if they are running any edge. Let me change the country to all. Let me put you all ads. Let's try one more time to find them. Let me put bio first. Official. They are running it. As you can see, you need sometimes to the type the name in here for some reason if you want to change that location. And the type, when you scroll down in here, you can see all their ads. And this is actually a very good example because it seems that they are running many ads. This a good sign. You can start by exploring what type of ads they are running. I recommend you to use re-start by the oldest ads because the oldest ones are usually the more successful ones. Otherwise they wouldn't be still running until now. Start by the oldest ones, and start by collecting the data out of them. For example, this is the first added in here. Let me click on details. It's been running since November November seven or something like that. Here I have the texts they are mentioning, for example, that it's an award-winning natural non-toxic self-care products for you to skin and immune health. So this is the main benefit. It's good for skin and for immune health. These are more benefits powered by nature, backed by science, toxic free certification, free shipping within Australia. This is, for example, a unique selling proposition offering free shipping within Australia. This is something if you are setting instead of Australia to something that you need to keep in mind that if you are going to compete, you might be, you might need to offer free shipping. So this is the type of creative and as you can see, the angle in here of the ad is mommy taking care of a baby. Most probably they are targeting women or they are targeting mothers, are parents and they are trying to play on this on the motherhood angle on taking care of the kids and stuff like that. This is something that you cannot. For example, they are losing simply elements. Nothing complicated. Let me go back to see other ads. To see, for example, this one. Here, the ad text, as you can see, the copy is different. They are not listing benefits as in the previous one. They are still using the same angle, mommy taking care of the kids. And the texts in here, they are using a different angle, I guess. Also. They are still talking about the art, not toxic natural, but they are giving a little bit like more benefits by saying that the skin will not be distressed. So this is good. Here they are naming some of the ingredients of the product. Also, this is something that might be interesting for someone who care about using bio, bio, bio products, organic products. So if you keep scrolling in here, you can see they are always like foxing on this angle, the motherhood angle, mothers taking care of their kids and so on. And he, for example, they are using this creative with these patches because these badges so show trust. They are showing that they are trusted by, by other institutions that they are, they have went some kind of outward. So this is also kind of social proof that they are using. This is good actually, if you keep scrolling up in here, you can see for example, Review add. This one is that if you add in here also another review ad and so on, you can see that they have wide variety of ads that they are running. What do you need to do is to check out this adds, see what kind of creative they are using. So for example, we have noticed that they are always using images that they are playing on their motherhood angle. So many of their, many of their creatives actually is about mothers and kids. So this is an angle that you might need to explore if you are selling products similar to their products and they have a very strong social proof. Maybe you need to consider that they are offering free shipping and so on. If any of these ads like truly catch your attention and truly spoke to you, I recommend you to copy the link of this ad and to save it inside of your ads worksheet. So later on when you start producing your ads, when you start creating your ads, you would have something to get inspired from. In order to copy and add link, you simply go in here and you click on the three dots and click on Copy Add Link. And you just have the Add link as long as the ad is available. When you finish your Facebook ads library research, you go back in here and you start filling out this worksheet instead by the brand name, the ads links. So let's say for example, there are three ads that you think are very related to your niche, to your brand, as that you truly like to run something similar to, it could be that ink in here. Also, you state the copy types. So for example, we have noticed that they have reviews, reviews copies, they have benefits copies. So you type this in here to keep track of what you have found. In here, you add the creative types or in our case, for example, and the example we have seen, we have seen on the photo types, we write prototypes for the hook. For example. We are going to talk about the hook more through this course. But for the hook we can, for example, mentioned that they are focusing on motherhood and that unique selling proposition. We can focus on the idea that they are offering free shipping on their ingredients, Stuff like that. And the offer, if they are offering something other than the free shipping, we can include this in here. For special words, this is actually important, especially in a niche like buy our product or organic products. So for example, you can mention things like nature, planet, Earth, stuff like that. So go back to the ads and research what kind of words that are using and what kind of words you can use yourself. Here you can state the Ad Age. This is important to know how much this ad is successful, the longer it has been running, the better. And then here, if you have any other comments, you fill them in here. Well, I recommend you to do this exercise because as I told you before, later on, when you want to start creating the ads, you want to have a Moodboard of what you want to create. And having this worksheet will help you to start from somewhere. So you would know, for example, that for creative ads, for motherhood, niche, for motherhood hook for photo ads. I have these as inspirations to start from. That's it for this lecture. I hope that this lecture will help you to do your market research. Don't forget to download the two worksheets I have showed you in this lecture in order to download them, use the link that you will find that reference of this lecture and of this course. So stay tuned. And the next lecture we are going to discuss the three mistakes that can kill any ad copy. See you in the next lecture. Bye Bye for now. 39. The 3 Mistakes Than Can Kill Any Add Copy: Hi there and welcome to this lecture. And this lecture we are going to discuss the three common mistakes that can kill any ad copy. We are going to see that mistakes and how to avoid them. And second, how to turn your product features into benefits. Now let's start with the three most common mistakes when the first mistake is making your ads look like. This is actually the most common mistake people do. Many people think that delivering high-quality fancy ads will attract customers? This might be true or right in some cases, but in general, ads that look like ads don't perform well. Let me explain why people usually interact with organic content more than with ads. Because, because people usually don't trust ads. In this course, we are going to discuss multiple different types that look organic and I highly recommend you to use these types of ads instead of using high-quality ads that look like, I will repeat, people don't like to interact with ads because they don't trust them, but they trust pause and ads that look like everyday post, that look like organic Facebook posts. So that, so maybe for example, one of their friends post. It's something similar to that. Keep this in mind while designing your ads. It's not only about looking very professional and well branded. It's about making the sale. It's about convincing people who are scrolling Facebook and Instagram to stop scrolling and see your ads. And in order to do that, you need your ads to look organic. You need them to fit inside of this feed to feel like any other posts on Instagram, on Facebook. This way, your audience will trust the ads and they will actually interact with them. Now moving to the second mistake and the test to think that your ads should make the sale. And this is something that you need to keep in mind. The job of your ad is not to make the same. Actually, there are many steps between clicking on the ad and making the purchase you would add job is to make the audience familiar with your brand and to get people to click and move from Facebook to store. So this is your ad job. Keep this in mind. You'd add is not there to make the sale, is dare to move people from Facebook and Instagram to your store. Why this is a mistake while because I see many people who after not getting good results, they keep testing new creatives over and over again, but they totally neglect the F22 click experience. If you'd, ads are not making sales. This doesn't mean that you'd ask, are not good. Maybe your store, your landing pages are not good. Maybe you'd offer is not good. So you'd add job is to make people move from Facebook to your store, from Instagram to restore. Their job is to make people familiar with your brand, but not to make the sale. The sale is made on your stored on your landing page when you ads are not performing well, instead of only testing new creatives, considered fixing your landing pages, considered fixing your store, you offer your product descriptions and so on. Now, mistake number three and that is to focus on the features, not the benefits. Well, many people mistake features and benefits. I'm going to show you some examples so you can understand the difference between them. But benefits are the things you'd audience actually care about. They are the true value your customers will get when they buy your products. Focusing on them will help your customers to understand how your products are going to affect their lives. Let me give you some examples. So future is what your product is, benefits are what your product are. Well, let's take this example, portable hard disk. Let's say I'm setting this product. It has a storage capacity of four terabyte. This is a very good feature actually. But what is the benefit behind this feature? The benefit is it helped me keep my memories protected or it helps me keep my work files protected. This is the benefit I will get out of this feature. Let's move to the second, for example, exempt example, SSD hard disk, 16 gigabyte RAM. This is the future and this is actually good. But what is the benefit behind this? The benefit is my laptop turn on in seconds. It's faster. I can save time, I can work a quicker stuff like that. So these are the benefits and this is the feature. Your customers most probably don't care about the future, about the benefits. They care about how this feature will actually help them to improve their lives. This SSD hard disk will help them because their laptop or their desktop will be running quickly. It will help them because they will be able to save time. It will help them because they will be able to work quickly and so on. Now moving into the third example, which is food. And then here for example, I'm selling gluten-free, sugar-free foot. This is also a good feature, but what is the benefit out of it? So the benefit is I'm eating guilt free and I'm eating healthy food. Always think about the features of your products and try to reflect them to translate them into benefits. This is how you can actually sell your products in order to help you to move from features two benefits, I have prepared a worksheet with questions that will help you to understand your products more and will help you to reach their benefits. So first you have the features, second you have why it is important. Third, you have what problem it solves. Force you have what emotional feelings does it trigger? After that you have the direct benefit, and after that you have the benefit of the benefit. Let me explain this a little bit. So for example, the direct benefit of the SSD hard disk squares that I will be working quicker. I will be saving time. What is the benefit of the benefits? I will be more efficient in my work. I will be able to have more fun time because I'm saving my work time, I'm optimizing my work time. Maybe the benefit of the benefit that I might be getting new races because I'm very organized and I'm very productive. So always start with the future reply to these questions and you will be able to see that the Arctic benefit. And then when you see that direct benefit, try to find the benefit of the benefit. Eating healthy is a benefit, but what's the benefit out of it that I will not be gaining weight, for example, that I will live longer. So always backup your benefit with the benefit of the benefit. That's it for this lecture and the next lecture we are going to discuss how to structure your ad copy. Make sure to stay with me. See you there. 40. How to Structure Your Ad Copy: Hi there and welcome to this lecture. And this lecture we are going to talk about how to structure your ad copy. And more precisely, we are talking about the primary text of your ad copy. This is the text that you will see above the image inside of Facebook news feed and below the photo inside of Instagram, and it's still add primary texts. In this lecture, we are going to discuss the perfect ad copy structured and second, multiple ad copy examples. Second, understand how to build up your ad copy. I want to repeat one last time that we are talking about the primary texts. So inside of Facebook ads manager, the texts that we are talking about in this lecture is the one you put inside of the primary text section. We are not talking about the headline or the description. We are talking about the primary text. What's the main purpose of your ad copy or you add primary text. And this primary texts, you need to tell your customers why they need to take your offer or buy your products. You need to clarify the shift, the transformation, or the improvement your products will make for your customers. So if you recall the example of the lady with a curly hair, for example, the shift in this case was that our product will help her to get her head well done and three minutes. So this is the, this is the main benefit. This is the improvement that this woman will be seeing after using our product. She will have more time she will have more time in the morning to take care of her kids. She will look better. She will have a very well productive morning because now she doesn't need to lose most of her morning preparing her head or are taking care of it. So you have a new ad copy, you have to express the main benefit, the main transformation and improvement your product will give to your customers. So if you are setting a backpack for camera, you need to tell your customers that using your backpack, the camera will be saved so they can travel easily without worrying about that camera getting broken or something like that. You need to tell them how their lives will be when they start using your product. You need also to define what your avatar really desire, what kind of fear you can help them overcome, and what they are looking to achieve and what matters to them. Depending on your customer avatar, you need to rise would ask copy. If you are talking with a mother that is worried about her kids, for example, you need to address her in a different way than if you are sending your product to a single woman who just wants to party and maybe spend some good time. So it depends on your customer avatar and what they actually care about, what is their main desires and what is their main desires and what fear they are facing. So even if you'd product is being sold to multiple avatars, you'd copies should be different depending on the avatars. This is why I told you we need to have one campaign per avatar, because each avatar will have a unique, a personality, unique desires, unique fears, and thus our creatives for this exact avatar should be unique. Recalling the example of the cocktail mixture, we have given multiple avatar examples. Once of them was parents with a newborn kids, college, boys and girls. We talk about hikers. So in this case, for example, these are three different avatars that we need to address each one of them in a different way. So we need to think about what are the problems hikers face and why would they need hour, our mixer, how our mixer will make that maybe experience more enjoyable. Same for mothers and fathers, say for example, for college girls and boys who want to enjoy a good party at home, always, always keep your avatar desires, fears, and problems in mind because using those, you will be able to write good ad creatives. You would add the creative is they'll tell your customers what are the true benefits of your products, to show them how your products will help them improve their lives. So that's what we need to focus on. Your ad copy should be structured over three must have. Now you'd add copy should be divided over three must have elements. Firstly, we have the hook. We are going to talk about that later on in details through this course. Seconds you have that transition. And third, you have the call to action. Stay with me. I'm going to explain each. Well, the hook is the main reason that can make people buy your product and justify this purchase to themselves. So when people want to buy something, they pay money and they feel guilty for paying money. They need to justify this by something like something material they need to say, Okay, I paid money, but this is actually a good investment because I bought something good. Okay. So you'd hook, you should tell your customer the main reason that can justify the purchase. Second, u hook should resonate with what your customers are struggling with or what they are looking for. We are going to see more examples later on. So you can understand more about the hook. Then you have the transition and it gives your customers more content that actually supports the hook. So you tell 12 them in the hook why they should be buying your product in this part of the ad copy, you need to support your first book by telling your customers more. And you have to position your product as the bridge to move to the better state. If you have a problem and my product is going to fix your problem and they hook. I should tell you about the benefits you will get out of my product, which is the result of fixing your problem. Then in that transition, I should tell you how my product is actually going to move you from here to here. For Nancy, for example, the woman with curly hair, the problem was her hair. Maybe the hook could be like, have the perfect hair and three minutes, this is the hook, but the content will be using our product. For example, your curly fuzzy hair will become less fuzzy, would become easy, easily styled and stuff like that. So you have the hook, you have the transition, then after that you have the call to action. This is when you tell your audience exactly what you want them to do. So you need to tell them to go to a store to purchase your products. Suddenly it something like that, you shouldn't miss that include always a direct clear call to action oriented. So if you want your customers to go up attitude product page, you tell them, if you want them to read your blog posts, you tell them. But in our case, most probably want them to shop. So we tell them Shop Now, give them a call to action. Tell them what you want them to do. Make it very clear and very action-oriented. Now let's see some, several examples so you can understand this structure more. This is a, an ad from a coroutine code itself. It's a brand that actually produces some kind of Fraser's eco-friendly erasers. Let's see that ad copy. First we have say goodbye to irritation, nicks and bumps. This is the hook. This is what we'll grab my attention if I'm, if I'm a man with an irritated, for example, scale because of shaving, this would directly grabbed my attention because I want to get rid of the irritation, nicks, and bumps. This is something that actually is painful for me. I'm suffering from this problem. This hook will directly, directly grabbed my attention. Then that AKI, after the hook we have invest in a high-quality reusable eraser. Simplify your written and improve your shave with our 0 waste rose gold safety razor. So they are telling me that there is a high-quality, they are simple to use and they are friendly. So I'm not going to harden each AND or something by using them. Hook benefits, benefits, benefits. These are the benefits that explained to me as a customer why this hook makes sense. So my irritation will go out because I'm using an eco-friendly reserve, but this is not enough. I need to know more. That's why I have more benefits in here. I have the fact that it's light and durable, comes with five feet stainless steel blades. The blade, the handle is organic, organically designed to make it easy to get a clean and super closed shape. So they are telling me all the benefits I want to hear. Well, yeah, if I was writing this ad copy, I would have focused more on the idea of how this blade is going to help me to remove rotations and bumps. But this is a good example, as I told you before, if I was writing this, I would be focusing more on the actual benefits. But they have talked enough about other things. After that, we have the call to action which is check it. Now, they are giving me that laying there are giving me a very action-oriented sentence. So I know exactly what I want to do. So I have the hook benefit, I have the call to action. Now let's move to another example. This time it's from happiness can call, it's a company that sells branded the laser, small laser machines for women. So let's say, let us see the copy first. Easy to use IPL Sweden be a hassle. If you are a woman who does IPL, you would know how much it might be frustrating to go to places to do IPL and how much painful it is and it's also very costly. So here they are telling me it's easy to use. There's something that makes sense for a woman who do IPL. It's easy to use and it shouldn't be a hustle so that they are addressing the problem. They are fixing, that the complexity of doing IPL, this is a problem them, that some women have, they are fixing this problem and telling me, hey, we have a solution that's easy to use. It's an IP end IPL for them be a hustle. This could speak directly to the potential customers of this brand. Second, we have 32 or body part in a few minutes. Also, a very good benefit because it's quick few minutes and take control of your hair removal sessions like Danielle. So they are telling me that I will not only be able to do it in few minutes, but I will be also taking control of the hair removal sessions because otherwise I will be going to places to do the heavy movie sessions by choosing happy skin co, I can use their machine to do it at home. It's super easy. Now after that, this is Danielle is in here. If you see that, if you go back in here, you see that the creative indeed, as I review, that's why they are addressing to the customer name inside of the ad copy to make us read the review. And after that we have the call to action. In this case they offering something. So it's a long call to action, but it's also very direct and I know exactly what I need to do. Now moving to this example, it's from a brand that sells shared and desks for home, home officers, for being comfortable and stuff like that. So here let's see. Ads copy first I have the hook. They are telling me that your chair and desk at home or Alt and uncomfortable. This is a hook. If I work from home, This might be a very big problem for me. Suffering from back pain, suffering from shoulders pain. This could be a very big problem because most of us don't have good desks or shares at home, so we buy anything would use them, especially after what happened in the past two years, we were forced to work from home. So we have maybe something that's not good enough. And I'm suffering from this, I'm suffering from my desk, I'm suffering from my chair. And here they are telling me, Look, stop. You shouldn't desk at home are all an uncomfortable. Hear me. This is your problem. I have the solution for you. Switch to an ergonomic option that doesn't necessarily costs you a fortune. This is a very important idea in here. They are fighting the objection that price objection. When you think about buying a new chair and the new desk and they are comfy, use new things I like about paying a lot of money and you might be scared about that. Let's be honest, it's scary. I wanted to be, I will be buying a chair for thousands of dollars because it is coffee, it is ergonomic. Know, they are telling me, Don't worry, it doesn't necessarily cost you a fortune. So they are beating the objection in here and allows you to work better. This is a benefit. I will be working better because it's a better chair. Gets special offers from the buyer logging with your work email on your purchase process. So this is the call to action. This is a very ad copy, a very good ad copy, actually, very small, very straight to the point. And I like how they are fighting the objection of the price using the sentence. Now moving to this new example, it's a brand that says skincare products. So let's see the copy. First we have the hook. It is unacceptable when skincare promises that results and then makes the situation even worse. If you are a woman or a man facing the problem of skincare, maybe you have bumps, maybe you have ashes or something like that. And you, you already bought so many products and instead of working fine, they are worse. This hook will mean that word to me, to you because it will directly speak to you. It says, okay, it's unacceptable. I know how you are feeling. You are feeling frustrated, you are feeling angry because you've been spending money on skincare products. And instead of them working and making your skin better, they are making it worse. And he comes this emoji that explains the paint. The first reason that frustration, the angle, which is very well used in here, we know the struggle. That's nice, fitting that event, making the audience feel that I belong in here, they understand me. That's why we created the clearest can XOR which helps you to heal and to prevent breakouts. These are the benefits, reduced hormonal acne fade scarce, even outcomes, elections and so on. So they put the Hulk in front of me. This ad is addressed for anyone who's been struggling with skincare products 40 years. So this ad would speak directly to this precise customer avatar, someone with a problem, a skincare problem, has been using and trying products for years without any good results. And then I have the benefits that that data, then I have that call to action. See yourself what a pump or two a day can do to their skin. And they are giving me the link. The same very good at copy, I have a very good hook. The benefits are perfect. The call to action is very creative. This is a very, very good ad copy. Don't worry through this course, we are going to discuss the front hooks. I'm going to give you the finished ideas about hooks that you can use. I'm going to show you different types of creatives you can create and so on. That's it for this lecture and the next lecture we are going to discuss the different types of hooks. So make sure to watch the next lecture because it is extremely, extremely important. See you there. Bye-bye. 41. Different Types of Hooks: Hi there and welcome to this lecture. And this lecture we are going to discuss the different types of hooks. In the previous lecture, we have talked about the ad copy structure. We have seen the hook that transition and the call to action. Now we're going to talk precisely about the hooks. I'm going to show you the different types of hooks you can use and multiple hook examples. Let's start with the first type of hook and it's actually the most common one. And that is to use pain or fear or desire. Let's see this first example from Peak Design. And let's see that hook, which is actually the full ad copy. Tired of leaving your tripod at home because it's too bulky and heavy. Pick design. Obviously they are selling some kind of a tripod that it's not bulky or heavy, so it can solve this problem. That's why they are using this hook. So first they are starting with the feeling which is tired, that potential customer is most probably tired because their previous order tripod they actually owned right now are bulky and heavy so that they can take them outside with them because they are bulky and heavy. So first we have the feeling which is frustrated, frustration, being tired, and so on. Then we have the problem. And it is to leave your trip with autonomy. Because if you add a camera man and you want actually to take good photos, you need your tripod with you. Leaving the track with at home is not something nice and it's a problem to you. This is a problem. Then we have the bulky and heavy, so you are leaving that type of atom because it is bulky and heavy. So guess what? Our product doesn't have these features. Thus it can solve your problem. So this simple sentence was enough to tell us everything to give us the feeling, explore the problem, and also showing us why the product you are selling is better. Now, also this is another example from another blend, and let's read this ad copy to understand it more. If you'd costs less than a latte and keeps you going till dinner. So this is the hook. I'm selling you something that it is cost effective and it can keep going till dinner. It's more convenient and cost effective than eating out. This is a benefit. It's cost effective and more convenient and much healthier. Also another benefit. So the first book was it costs less and it keeps me going until dinner. It's also very convenient. It's cost effective than these are the benefits and it's much more healthier. And at the end here we have the call to action. Also in here, we have used some kind of desire. So you want to save money? We want to, It's something that keeps us till dinner. This is, and we need it to be healthy. So this product be applied to all of these. This is also another example from Aviva, which is a brand that tells some kind of products for women to help them ease the pain of their period. So let's read the copy first. We have the hook, monthly bleeding and variable cramps, acne and bloating. This is the hook for a woman who's suffering from all of this. This is incredible. She will definitely stop scrolling. She will read that copy because these are her problems. These are the feelings she is facing. So we go back monthly bleeding unbearable in grams every single month. Every single month will make me understand correctly that they are talking about the period. Then we have social proof plus call to action at the end. And for sure we have the benefits. We have the hook, we have the transition, we have the call to action class social proof because they told me that love by 2 thousand women. So the hook and here was based on pain, on desire, on something that I can't relate to as a woman. Now moving to the second week type and that this storytelling, While everyone likes to read stories, using storytelling inside of your ad copy is actually a very smart idea. This is an example from Pella case and in here they are telling a small story. This good is studying her story about how she, she's, she bought this product and supported her and, and cancer and something like that. So storytelling is very active and I highly recommend you to read it. If you want to read this ad copy, just pause this video, read it, get inspired if you wish to use storytelling inside of your book. You can also use your customer reviews to do storytelling. Sometimes some customers leave reviews that they are actively a story. You can also use them. Now moving to the hook number three, and it is ego or status. This is, this type of hooks actually work, works very well in some niches, especially when we are talking about niches with values and missions like eco-friendly products or Vigener products and stuff like that. For example, in here with Bella case, pillowcase is a brand that actually produces. Eco-friendly iPhone covers. So for example here that hook is the following. You care about the planets. Choosing a planet based font case helps you show it. So can you see they are playing on the ego of the potential customer because anyone who's going to buy this cover is most probably interested, interesting and saving the planet. He's very proud of being eco-friendly or vegan or whatever. When you tell them that we're buying this phone case will help you to show this identity, to show that two identical, friendly dude, this could actually speak to that ego. That's, that's a very good type of hooks that you can use. Now moving to the hoop number four, which is before and after. While. This is also a very good, very good hook. And in some cases it's much more powerful than others. For example, if you are setting skincare products, you can greatly heavily use this hook showing the before and after results here. For example, an ad that doesn't exactly show the typical before and after that you have in mind. So here they are showing that after 50 days, the water, it is still very good. So then before and after is a little bit different, but it's a very good hook to use. So let me move on to the hook number five as it is calling out. Well, this is a very good hook and you can use it heavily if you sell locally or if you sell inside of one city, for example, you call out directly your potential customers. In this case, for example, raise your hand if you want a glowing summary skin, you are directly, directly calling out to customers. If for example, simply called out prison or call out, or women under 30 or called out or vegan people, or caught out or eco-friendly people. So you can use the calling outlook to directly speak to potential customers. This is something also very powerful. Now moving to the hook number six, and it is values and morals. And this hook is very powerful. For example, vegan products for brands with mission, for brands for sustainable, for example, sustainable fashion brands, stuff like that. He, for example, are vegan, upcycled, organic and recycled clause and sneakers help protect the environment. So this speaks directly with them. Warriors of the potential customer. Ecological yarns and natural dyes protect your skin to our commitment to sustainability includes blablabla. Also, if you are setting, for example, buy your products for kids or organic products for kids, you have a lot of things to speak, to relate it to values and morals. If you sell, for example, recycled items, recycled items or for example, a handmade items also, this is something that you can use as your hook. So going back to this example, as you can see, we have first value help to protect the environment. Then we have the second value, which is the number of threes and we are saving. Now moving to the hook number seven and it is to educate and to use the logic. So let's see this example from Pella case. Here for example, they are giving us five reasons by pillow cases and they are explaining to us why it is cases are good. This type of ad copies or hooks are powerful when your products needs education, when your potential customers need to understand your products before buying them or why your products or goods. Maybe if someone is eco-friendly, even if he is ecofriendly, he doesn't know, for example, the quantity of waste caused by phone covers. This type of ad copies will help them understand why buying an eco-friendly iPhone covered is a good choice. So as you can see, they are stating in here the effects and so on. Now moving to the hook number eight and at this to ask a direct question about the final benefit, this is one of the easiest hooks that you can use. So you can always use it whenever you don't know what to use. And it is an example. So ready to build the double tee? As simple as that very direct question asking about the final benefits. So for example, do you want to be more efficient while working? Or do you want to get rid of your acne skin? Or do you want to be healthier or do you want to be maybe to be stronger, something like that. So you ask directly about the main benefit and you, your question will be the main hook because you are directly grabbing the attention of your potential customer. The hook number nine, it's to use something shocking. This is something that I barely see on Facebook ads and it needs a lot of creativity. But I needed to include this as an example because if you think that you can actually leverage this hook, it could be very, very powerful. And this is an example from drops. For example, they are starting that ad by saying, cannot put actually save america. This is shocking. This is something that I would stop to read because what's this exactly how I, how I put actually can save America. Now moving to the hook number ten and at this Di Direct offered, and this actually works when you have some kinds of promotions or when you are starting a new line or something like that. So for example, in year four, pillowcase again, buy one, get one free. The easiest eco-friendly swap. So as simple as that, they are giving you the offeror buy one, get one. It's very direct, it's very catchy and everything. That's it for this texture and for all the different types of hooks that you can use. The next lecture we are going to talk about the second part of your ad copy. And it is that transition or the ads but the text. So stay tuned with me and let's meet in the next lecture. 42. Ads Body Text: Hi there and welcome to this lecture. In this lecture we are going to talk about the second part of your ad copy and paste that transition or the ads body texts, we are going to see what to include inside of your ad copy text after choosing your hook. Now comes the second part of your ad copy, which comes directly after the hook and that is that transition. The main purpose of this part is to support the hook and to explain to that either more about the product benefits, you'd have to copy job should be mainly to show you a potential customers how your product is going to help them to move to a better state. We have talked before about that. But your job, your ad copy job, is to show you the customers how your product is going to improve their lives. How your product is going to move them from a state a that they don't like to a better state p they like. So if I have a problem with my curly hair, your product should be fixing this problem and moving me to another state where I'm happy and confident about my hair. So it ad copy should tell me that your product is actually going to help me make the shift from the first state where I was not happy to a better state Where I'm happy and confident. So this is what you have to include inside of it. Also, when you're writing your ad copy, make sure that your offer is above the sea mode. Because when you write a big ad copy, Facebook will be shrinking your texts and putting a CMAR link. So if people want to read more, they will need to click in order to read the whole ad copy text. Make sure that your offer is above the sea mole. So people will be intrigued to click the CMO. Also, this is a personal, personal recommendation. Always keep it short and sweet. It's better for you and it's better for the audience. It's better for you because it means that you don't need to write too much and get very frustrated about writing very long ad copy. Also, it's easier for your customers. So the shorter you make it, the more straight to the point, the better. Although I use really recommend you to go with short and sweet ad copy. However, sometimes you need to make your copy a little bit longer. And in this section of this lecture, I'm going to explain to you when you might be forced to use a longer ad copy. Well, first, it depends on your product. If your product is very complicated, this means that you need to explain your customers more about their products so they can understand. In this case, you might need to write long ad copies. Also, if you hook was educational or a very indirect question, maybe you need to explain what your customers in order to help them understand what your products do. Also depends on your audience. If you are targeting a very cold audience, maybe you will need a long ad copy to explain more to them. If you are targeting a very hot audience, they already know you. They already know your brand, they already know your products. So maybe you only need a short ad copy. The length of your ad copy depends on many factors. First, you have the product itself, how complicated it is, the hook you have used, whether it is educational or not. And third, the audience you are targeting, keep this in mind while you are writing your ad copy. But always, always if you can go with a short copy, go with it. It's easier for you, believe me, it's easier for the audience. However, as I told you, sometimes you are forced to go with longer a cup copies. Now, let's talk about some things that you can include inside of your ad copy. First, you can add educational content. Second, you can explain the problem and show the solution provided through your product. Third, you can add social proof to establish trust and forth. You can create curiosity to move people to the store. So first you can educate. Second, you can explain the problem and show the solution provided by your product. Third, you can add social proofs. If, for example, 20 thousand happy customers or add true reviews and forth, you can create curiosity to move people to your store. Also, you can add authority to establish trust. So for example, if you are, if you have been awarded by some very well establishment, we can add that. You can point out the benefits and you can use unique selling propositions. And you can use scarcity. Scarcity when you tell your customers that your items are limited and price and quantity, or when you tell them that you offer is limited in time and the quantity. So this is scarcity. You create a kind of scarcity Bye, forcing something to be limited, whether it's time or quantity. The unique selling propositions are things like free shipping, free returns, guarantees, and stuff like that. And we have talked about them before. Now let's see this example. First we have the hook. Something as simple as getting a new mobile case can have a huge impact on the health of our planet. This is the hope, these are the benefits. Pillow cases are made from plants flexible and soft to touch and 100% compostable. With our mother earth approved mobile cases. You don't need to choose between a durable case and being eco-friendly. These are the benefits. And finally, we have the call-to-action plus the offer because buy one, get one free. This is about the ad copy text, as I told you before, the length of this part of the ad copy, that length of your transition part depends on the product, the audience you are targeting, the hook you have used. It. In this part, we need to focus mainly on the benefits of the products, on creating scarcity, on enforcing social proof on stuff like that. So that's it for this lecture and the next lecture we are going to talk about the call to actions and what call to actions you can use in your ads. So stay tuned and meet me there. 43. Call to Action: Hi there and welcome to this lecture. And this lecture we are going to talk about the ads call to action. We have talked about the hook, that transition. Now it comes a time to talk about the call to action. In this lecture, we are going to see why it is important to use a call to action and the different calls to action types that you can use. Well, the call to action is important because it helps you to tell you the viewers what they should do, as simple as that. Whenever you are, including a call to action inside of your ads, back that up with unique selling propositions and some scarcity in order to actually push your customers to take action. Let me show you some examples. This is a very simple call to action from you, and they are simply telling us to try the product. This is a very simple call to action. This is another one where they are telling us to add the product to our routine today. This is also a simple call to action. I would prefer call to actions with scarcity and urgency, or that the people directly to the store. And let me show you some examples. This is a very good call to action from drops stock up now, while supplies last call to action to stuck, stuck up. Now, that is a scarcity because supplies might end, they will not less. So you are creating this urgency field to your customers so they need to hurry. And by also, we have a very direct urgency cold in here. Hardy say it ends at 1012. So they have created urgency. They are, they have given the very action oriented sentence. So they have created the urgency using a very action-oriented sentence. This is actually a very good example. And if you read the ad copy, you can notice that I have created urgency in several places. In here, for example, for a limited time by two drops, seasonal fabric softeners and get one free. So they have an often it's limited in time and the quantity. And they are giving us a very direct and very action-oriented call to action to take the offer. This is a very good example that you can use. This is also another example, try Drops risk-free today, this is a benefit inside of the call to action, and it's a very direct call to action. And the world today is very direct and it's actually strong because they are pushing us into taking action and into using drops as quickly as possible. Now to this also example in here, they have included a call to action with an often use code, blah, blah, blah, at checkout, they have the call to action and they have the offer directly inside of the call to action. These were some examples of call to actions that you can use. The most important thing is to always use an action-oriented sentence and to backup your call to action with the scarcity and urgency. Toward this lecture and the next lecture we are going to talk about the title and the descriptions of your ad copy. So make sure to watch the upcoming lecture. See you there. Bye-bye. 44. Ad Title and Descriptions: Hi there and welcome to this lecture. And this lecture we are going to talk about your ad headline and description. So we are going to discuss how you should write your ad headline and description. And we are going to see some different examples and ideas to get inspired from. This is a typical Facebook ads ad, and here you can find the headline and the description. Let me show you this is the headline and the description. So you have first your ad copy, you have your ad creative, then you have your headline and your description near the button, the call to action. So let me start first by talking about your headline. Your headline is not supposed to tell your products whole story, but to give, you'd add viewer, it isn't to click, remember it's this part near the button. So the more you can focus on giving like a very good reason for people to click the better, because this is the closest sentence to the button. You have to keep always your headline short, so keep it between five to seven words only it's enough and you have to focus on your unique value and your unique selling propositions. Now when it comes to the description, while this is optional because it doesn't show in all placements. However, for that description, I recommend you to only focus on one idea. Not complicate things. Don't try to tell everything about your products inside of your headline and description. Keep it simple and keep it below 30 characters. And this is, what I recommend you to do is to have one idea for the headline, one idea for the description. And this is it. Let's see some examples. This is also from Pella cases. So for example in here and the headline, They are adding the fact that, that covers are made out of plants, so made from plants for you, this is one idea. Then in that description words first 100% compressible font case. So this is also another benefit or idea. This is simple and straight support. Here for Libya, for example, they have first a call to action, switch off period pain, and they have included a multicast. So this is a very good headline. Actually, it focuses on the button. It gives us make a direct idea about the biggest benefit this product is going to give us a description. They have social proof because they have mentioned that they have thousands of happy customers. Also in here, for example, we have enjoy weren't a 100% natural period relief. Also another benefit. So as you can see, very simple, one idea per headline, one idea per description. And this is it. Also. Here's another example from homesick candles. And in here they are focusing on their unique selling proposition by saying that they offer free shipping for any order above $59. And the headline They said that candle is customized. And this is something many people might be interested about. And this is something that's very valuable for this brand because I can't customize your own candle. This is also something unique and valuable the sub-brand offers. That's it for this lecture and the next lecture, we are going to see some easy and effective ad copies use. They are very, very easy and I'm pretty sure we are going to love them. So make sure to meet me in the next lecture. See you there. Bye bye. 45. Easy and Effective Ad Copies to Use: Hi there and welcome to this lecture. Sometimes it feels a little bit overwhelming to write good at copies. That's why in this lecture I'm going to show you some very easy and very effective and powerful ad copies to use. They are very straight to the point. They are very easy and you are going to love them. In this lecture, we are going to see the four different easy ad copy ideas and we are going to see examples and dispositions. The first idea is to use customers refuse. Well, I recommend you to use any view that looks authentic and tells a story because in this way, you will be combining the hook that to Hook's first social proof and second telling a story. Second, I recommend you to use short reduce that, look very authentic. You need your potential customers to believe your reviews, to believe your ad copy. Use reviews that look authentic. Reviews are very powerful because they add social proof and they help you to create a trust between you and your potential customers. Let's see some examples. This is the first example. And in this case, for example, the entire ad copy is a view from one of the customers. And the customer is saying that she used the product and it's the best one to ever used. She feel like she's feeding her scan everything it needs when it applies, the cream, it leaves her skin hydrated, blah, blah, blah. This review is actually very good, not because only it talks about the product benefits, but also because it looks authentic. It looks like something any customer might write, any loyal customer might try it. Now moving to this second review, for example in here also you have the five-stars emoticons, very good use of the amniotic. And in here also we have a very short sweet review. Within two weeks of using the starter set, I began to see a difference and my complexion, simple as that, it shows us the benefit of the product. It's very authentic, very straight to the point. Very, very trustworthy. Now moving to this entire also, this is another review, but in this case, for example, they started by adding a sentence, then they included the review inside of the ad creative. So in here we don't have any review that review in here, but to grab our attention, they use data settings. Now moving to the second ad copy idea and it is to use an emotional hook and list the direct benefits. Emotional hooks use really should focus on the feelings and the direct benefits or the unique selling propositions. And you need to keep this very short and direct. Let's see some examples. Here. For example, we have the emotionally hook and we have the benefit list. So for example, you can now get premium natural skincare at half the price. So this is the hook. They are telling us that we will get natural skincare without paying too much. This is our hook and these are the benefits and the unique selling propositions. It's trusted by over 50 thousand customers. This is a very strong social proof. Experts love it and other social proof. And another way to enforce authority. Also, we have clean vegan, cruelty free, which is something very important. Money-back guarantee, a very important unique selling proposition, and the free shipping. We have a hook and list of benefits. This is one of the most powerful ad copies and it's very easy. This is also another one, new period relief technology, social proof, FDA approved free shipping, very direct a hook with the benefits. Now the third easy ad copy idea is to introduce you to offer directly as the hook. This is very effective when you offer is actually irresistible. And it's very good for special offers and discounts. Like for example, if you have Black Friday and Cyber Monday. So for example in here, no Hub plus PayPal, happy uterus pay in foreign settlements and be covered by PayPal buyer. For example in here and that first sentence, we have the direct offer. They are offering us to pay over the several payments, so you don't need to pay the full amount of money at the beginning. This is that offer. This is the direct offered and they started the ad with it. Now will make to the fourth idea and a distal start with a question. Better if the question is controversial because in this way you will hook your customers mode. It's very good to attract attention and the clicks and it creates curiosity. For example, this is a, an example of an ad starting with a question. Want to look and feel your best? This is a question, and they continue talking about the product. These are actually easy to use. And for example, this is something we have seen before, tired of leaving your tripod at home because it's too bulky or heavy. So also a direct question. The questions are easy because most people feel comfortable writing them. That's why it's easier to start with them. If you don't know what to write inside of your ad copy, tries to think about starting with a question. That's it for this lecture and the next lecture, we are going to see some easy and very effective hooks templates to use. So stay with me and meet me in the next lecture. 46. Easy and Effective Hooks to Use: Hi there and welcome to this lecture and this lecture I'm going to show you some easy and effective and hooks templates to use. These are for templates that you can directly use and they work for almost any niche. The first one is to start with the benefits and say the benefits has never been qualities. For example, deep sleep has never been easier or managing your time has never been that effective before. This is a very easy hooked start with. The second one is to start with get the benefit and x steps. So get your makeup ready in two steps or get easiest sleep in three steps. The third template is the most perfect and the product name. We say the most perfect daily planner you can get. The fourth template is that words objective than the products. So the world's most engaging board game or the world's most effective sleep remedy. If you feel that you are stuck and you're not sure how to write your hook, you can always go back to these templates and use one of them. However, I truly recommend you to lose everything you have learned in this section of the course, to write your own hooks, to write your own ad creatives. Remember, it all depends on the customer you are talking to. It all depends on your customer avatar, on talking to the customer avatar, trying to help them to move from their current state to a better state. So that's it for this lecture. The next lecture, I'm going to take you to Facebook Ads Manager to show you where you are going to enter all of these things that we have talked about in this section. So stay tuned with me and let's meet there. 47. Set Up Your Ad Inside of Facebook Ads Manager: Hi there and welcome to this lecture. So we have talked through this whole section of the course about the ads copy. In this lecture, I'm going to show you where to fit everything you have written inside of this part, inside of Facebook Ads Manager, I'm going just to show you again one last time the anatomy of a Facebook ad. First you have the primary text and inside of it you have the hook that transition and the call-to-action. Then you have the creative, then you have the headline and the description, and you have the call to action. The next section of this course, we are going to talk about the creatives, how to create them different types and so on. In this lecture, in this section, we talked about everything else. So let me move to my Facebook Ads Manager to show you where you can actually fill in all of these copies and texts. Here I am inside of my Facebook Ads Manager and at the ed level, when I scroll down in here, I can fill in all the information related to my ad creative. So I start with the primary text, the one with the hook, the transition, and then the call-to-action. Then I have the headline, then in here I have the description. Then in here I can put, I should put the link. Actually, I have also that scaling. So I can be directing people to link, but I can't be showing a different link on the edX. It's like just a display link in here. You add your call to action, whether it's shop now, learn more, sign up, whatever you added in here. You felt all of these informations that we have talked about in here. For the headline and the description, facebook allows you to enter several headlines and several descriptions. And Facebook will be like mixing up between them in order to give you the perfect combination, like the perfect optimization. We will be talking about this later on through this course about this option. But just I wanted you to know why you have in here the option to add another option and other headlines. Now the description. When you hovered in here, you can know that this description will not show an all placements. There's something also we have talked about when you fill all of these information plus the photo in here, you will be able to preview your ad from here. Later on through this course, we are going to actually create a Facebook Ads campaigns. So we aren't going to see this live and running. So you can understand more what's happening inside of the ads manager. That's it for this lecture and that's it for the whole part about ad copy. The next section of this course, we are going to talk about ad creatives. It's a very important section, maybe the biggest one in the whole course because creatives are very essential for your ads success. Make sure to stay with me till the next section. See you there. Bye-bye. 48. Different Facebook Ads Formats: Hi there and welcome to this lecture. And this lecture we are going to see the different Facebook ads formats. I'm going to show you the different formats and I'm going to show you Facebook requirements and specification for each type and placement. So I'm going to move to Facebook to show you the requirements and that you can check those requirements wherever you are designing a new ad or a new image, a new video for your campaigns. So here I am inside metaphor business or Facebook for business. In the end I have a Facebook ads guide. Well, this is a very useful link because it gives you the requirements and a very clear way. First and here you have to choose your ad format. You have to choose between elements, Video, carousel, or collection. Let's start with the image first. After choosing the type of the format, the type of the ads, you scroll down in here, and then here you can be precise the placement, because depending on the placement, the image requirement will be different. So it starts with Facebook feed, which is the most common option in here. As you can see, I have here a preview of the ad. I'm going to see if I scroll down further in here, I can choose the campaign objective. Let me put convergence for example. In here. I can check out the available call to actions because the available call to actions will differ depending on the objective. When you change everything in here and make it as you want, you go in here and to check the recommendations and the requirements. First you have the five types, for example, the ratio that is solution. Then you have the texts recommendations, and later on you have the technical recommendations and requirements. When you are designing your image, you need to respect all of these requirements for the feed placement. Let me go now and instead of choosing Facebook feed, let me choose Instagram story, since this is a totally different placement in here you can see, let me change this also to conversion. Here you can see that the frequent nations are different. So iteration now is nine by 16, it was one-by-one. And the previous example, here we have the minimum resolution. We have that x recommendations because inside of the story we will not be seeing the headline or the description, so we only have the recommendations for the primary texts. And as you can see, you have also the technical requirements. Once you have to do, let us say you are designing an image for one of your ads. What you have to do is to come to this link in here. Choose the placement, choose the objective, uh, check out the requirements and respect them. Okay, This is for the image. And if we move on to the videos, we will see something very, very similar. Here we have the placement. Let me go with Facebook feed also as a beginning. When you scroll down, you have the objective. I'm gonna go with conversions. And you have in here the call to actions. In here you have all the requirements, so you have the file type. This means that if you are producing a video, you must save it in this format. So it's either mp4, MOV or GIF. You have the issue, You have the video settings, you have the resolution, you have the captions and the sound. Also in here you have the requirements for the text. And finally, you have the technical requirements. So for example, you can't upload a file that's more than four gigabytes. This is a requirements that you need to respect. If you change any the location that placement to, for example, Instagram stories, you will directly notice that the requirements in here are now different and the maximum size is now 250 megabytes is a very big difference. So keep trying these options whenever you want to use or to produce a new piece of ads. Always go back to this link. Always check out the requirements to make sure that you are respecting all of them. Let me go now to the carousel. Carousel is where we put like sliding photos one after the other. It's also a very powerful type of ads. And if we check out the Facebook feed also, you can see that requirements from here. And you can, for example, see the maximum number of carousel cards and the minimum one. If you go in here and change this to Instagram stories, for example, you will see the front requirements for sure, and you need to always, always respect those requirements. The most common ads formats are usually the image, the video, the carousel, and finally, we have the collection. This one is usually very powerful for people who sell online because it shows the products in this view. So you have first animates showing everything, then you have the products below. It's similar to Instagram shop. If you scroll down in here, you can see it at requirements. Let me change this for example, to conversion. As you can see, there is no call to action, and you can see all the requirements from here. This is also a very good ad type yet that you can test. However, when you are starting out, most probably you will go with the image, video, and Carousel as a beginning. Although collection is a good type that you can also explore. Another type of ads that's not that common is the Facebook Instant Experience. This type of ad is not that new, but it's not used heavily. It provides like a very quick experience, like you create a landing page inside of Facebook. It's very quick, very fast, it's very mobile friendly. It's not hard because Facebook provides templates. You can start with them. Let me scroll down in here to show you an example of an ad made for a an e-commerce store. It's not closing properly, so we need to wait a little bit until it loads. Let me scroll down to see if now at loads. So as you can see when I play this video, as you can see, I see the product. When I click on it, I will be directed to a page for this product. That's the idea of having an instant experience. It's like everything is happening within Facebook. This type of ads is very good for capturing leads. Also for e-commerce store. It's something that you can consider also, the final type of ad formats that I want to talk about is the dynamic ads. And those are ads that Facebook changed dynamically in order to ensure that Facebook is showing the best ad for or let us say the most relevant ads to your potential customers. While dynamic ads are very important and they are extremely powerful and retargeting because you can make Facebook show people the item that I have checked. Let's say I went to your store, I checked a certain item and other customer went your store, check a totally different item. Facebook will be showing dynamically your ads to people depending on what products they checked or what products they might like. We are going to discuss dynamic ads. They turn through this course. So don't worry, this is something that we are going to use and it is very powerful and retargeting ads as I told you before. So that's it for this lecture and the next lecture we are going to see the different types of creatives. Make sure to stay with me. See you there. Bye bye. 49. Different Types of Creatives: Hi there and welcome to this lecture. And this lecture we are going to see the different types of Facebook ads creatives, and we are going to see some examples and inspirations. So it's very important to note that you have to test different formats and the creatives. The main reason for that is that consumers think and behave differently. Some of them react very well with videos, others react very well with images. This means that in your campaigns, you need always to test different types of creatives. Don't only use videos or images or carousels. Always tried to create a new things, create different things, test different things. Because in this way you will make sure that you are talking directly to all of your customers and you are respecting what they prefer most, some people engage better with images, other engage better with videos, and so on. As a very small summary, we have all of these different creatives that we are going to discuss and use through this course. First, we have the static images or photos. Seconds, we have the animated images, 30.5 carousels. Then we have slideshow videos, short video, and long video. Well, I recommend you to test all of them and choose all of them. And through this course I'm going to show you how to create all of them. So a static image is something like this one in here, for example, a very simple photo of your product, a lifestyle style photo with something written over it, as simple as that, or maybe even without something written on it. Then we have this example of a very, very simple animated image. So we have a photo for the product, we have some texts, and we have a very small animation to grab the attention of your audience, to grab the attention of people, wires clotting. And as you can see, the animation is simply made by using the small arrow in here. Now let's see different examples. We have in here, for example, this photo also, it's a static photo, but we have designed it. For example, here we have the animated texts. We have this special design. So it is more attractive maybe than a normal static photo. It has like a stylish review. And this is something also I am going to show you how to create. Here we have a very simple slideshow video, so you're simply to take several photos of your products. You sum up all of them inside of fun video and you use it for your ads. Here we have maybe this is a little bit more complicated because we have the photo of the eye at the cover changing and also we have the background moving. It's not difficult as this is something you can create also at home without the need to hire anyone. Here we have this carousel, very simple Carlo cell stating the benefits of the product. As you can see, first we have social proofs in here, then we have the benefits. And you can keep creating cards like that in order to grab your customer's attention. All of these examples are things that you can make yourself. Now moving to this, this might be a little bit more like professionally creating a video. This is also something you can do at home. But as you can see in here, I have a video on the newsfeed because it's squarish. It's inside of Facebook newsfeed. Here I have a study style video. It's also very powerful because it looks very authentic. This is something you definitely can create. At least you can create a big part of it. That's it for this lecture and the next lecture, I'm going to give you some different creative ideas that you can use for your ads. So make sure to watch the upcoming lecture. See you there. Bye bye. 50. Different Creatives Ideas: Sometimes coming out with creative ideas can be very tricky. Well, the best way to decide what creatives you are going to create is to start by trying to think about your book and create a creative that visually express your same hook. In part seven of this course, we have talked about the different hooks that you can use. You can just decide you hook and try to create the creative that express the same idea. In this lecture, I'm going to give you a definitive creative ideas that you can use. So remember, your job is to decide on the hooks we are going to use and try to translate these hooks to show these hooks inside of your creatives. If you are using a hook that's based on pain, you need to show pain inside of your creative. Well, as I told you in this lecture, we are going to see different ideas you can use for your ad creatives. And I'm going to show you a lot of examples so you can get inspired. I recommend you to take notes. I recommend you to write down the ideas that you are going to see in this lecture because they will exceed the help you to come out with good creatives for your ads. Well, the idea number one is to do benefits of relay. In here I have a very simple photo of the product itself. Lifestyle photo. You can pick your best performing image. You can choose the best, best performing photo you have on your Instagram feed. Or if you have run Facebook ads before, maybe you choose the best performing image ever. You put this image and overage to put a text that express the benefits of the product. So for example, this and this ad in here, they are just having a very, very good image, lifestyle image, very simple. And they have the outputting the simple texts over it. Skincare Made Easy and complicate your routine. And this is it. These simple words, say everything I need to know. This brand will help me to make skincare routine very easy. This is one of the easiest and very creatives at that you can use. Now, this is another example, this time from you. As you can see, this is a very simple photo and also we have the benefit overlay in here, meal prep and it's inconvenient, skip it. So they give us a call to action where you say to the point, very clear, very easy. Now moving to the idea number two and a test to make features pointed out, I'm going to explain this to you. You pick a photo for your product or maybe a video like this one, and you start calling out the features and the benefits of your products. This is an example. Let me show you an image example. And here for example, you just have a photo with the benefits or over the photo. This is a very, very good creative idea, very simple to make. And people usually like to read The tried to explore what's happening there, why there are all of these things happening on the photo? This is also a very good creative idea. There is also another example with the benefits in here. So as you can see, we have the product. We have, for example here, 20 gram protein per serve, 27 essential vitamins only the price and this in here. So they put their product and they call out the features and the benefits on their photo. This is also a very good creative. Usually people like to check out this type of creatives. So if you can use it and if it makes sense for your needs, I highly recommend you to test this idea out. Now moving to the idea number three, and that is to make Instagram stories, style creatives well, not book therapy is a very famous brand and they always, always leverage this guy, this kind of ads. They always create this Instagram story at types, as you can see, they even used the fonts from Instagram, also the emojis, everything. It feels like 100% like an Instagram story. And by the way, you don't need only to use it inside of Instagram story placements. As you can see, you can use it inside of the feed or anywhere you wish. It always performed very well. This is another example from the same brand as you can see here. They are showcasing how to use the product. It looks like Instagram story, very authentic, very simple to make, very powerful. Now moving to the idea number four and this to make TikTok style videos, while it's similar to that Instagram stories videos. But as you can see, we even have that Tiktok logo. They didn't even remove it. And it's, it's funny, but sometimes ads with Tiktok logo perform very well. You can create this video by yourself or hire someone to do it for you or collaborate with an influential to make it for you. This is another example of a TikTok style video. These types of videos are usually very trustworthy. People believe them, because they look organic. They don't look like a video made by the brand. Now moving to the idea number five and at this to use testimonials and review as well, this type of ads is very, very powerful, especially in your retargeting campaigns, when people already know you and they just need one less pushed to buy from you. So this type of ads when you are leveraging reviews and testimonials, is very powerful for retargeting. It's also good at the top of funnel sometimes, but 40 targeting, it's always, always the perfect ad creative to go with. So as you can see, this is another example from the same brand. Very simple, adequate motive. A photo with a very direct review in here, copy and paste with stars to make us see that if you directly. But I need to say something as you can see in here, the text is clear, Okay? I have like a whitespace behind it. I can easily read the text whenever you want to put a text over the image, you have to make sure that people can read it easily. Always keep this in mind. Then we have this type of reviews when they have this bubble with stars, this is also good, it looks also authentic. And here, for example, they have a carousel of reviews. This is another example of an animated video for the review. So we have the first video than the other reviews are popping out. This is also another example of the review. They split, split the screen, put the review, and we have seen this ad before in this course, I guess. Now moving to the idea number six and it is to create a slideshow or GIF. This is also a very easy creative to create. You just take the photos, put them one after the other, and create the video. And don't worry, I'm going to show you how to do that in this course. Now we have the idea number seven, and it is user-generated content. This type of ads is very, very powerful and I highly recommend you to use it. And there is a lecture in this course about this type of creatives. Precisely, user-generated contents are usually created by you or by your older clients. They look very authentic. People believe them, because they look like organic posts. So as an example, and this ad in here, we have a woman talking about the product and she looks very authentic. She doesn't look like a model or something. This type of ads is usually very, very powerful. This another example, as you can see also Instagram stories and Tiktok videos fit and inside of this type of content, that user-generated content, because they also look authentic and unique. But when you show the face of the person talking about the product, this is extremely, extremely powerful. Now moving to the idea number eight and the distal do before and after Ed. And usually in here you just need to split the screen and show the difference between the before and after. For example, in here we have 4040 stages. So we can see the improvement of the skin from a stage to another. This is very powerful because it shows directly the power of the product and the benefits out of it. Here is another example. So we have the before and after then we have the woman talking. This is also a very nice example. Now moving to the idea number nine, and that is to do split screen animated videos. Well, it's when you split screen, you'll videos and video and two, and you like run two videos. This is usually very powerful, as you can see in here, because it grabs people's attention. This is also a creative type that you can use. Here's another, another example. They have split the screen and three at the beginning in order to catch attention. And this is also another example of how you can split your creative and to, to in order to catch the attention of your viewers. Now moving to the idea number ten, and that is to use SMS conversation. As you can see at the beginning of this ad, we have this text bubble. Let me show you. Yes, this is usually powerful. This ad is running a little bit here quickly because I'm using a gif, but using texts bubbles is usually very powerful because people feel like they are seeing that on cell phones. People feel that they are receiving the texts themselves, so they stop dated and stuff like that. So I recommend you to test this type of creatives in your campaigns. Now moving to the number 11 and the T's to create us versus them creative. Well, here you have to focus on why you are better than your competitors, as you can see in here, this is a very good example. Here we have that traditional shampoo. Here we have their shampoo and they are showing that the friends that benefits out of using their product. So it's personalized. It has, it's based on your goals. It has a different scent and colors depending on your preferences and so on. Here is also another example of us versus them. So here we have the comparison between our product and there may be a famous product and the market or something else. So here we have reached idea number 12, but it is to do seamless scatter cells. So as you can see in here, the carousel is continuing. As you can see, it's like splitting the cards in order to have a seamless carousels. I'm going also to show you how we can do that. This type of cancer cells is not that famous. I don't usually see it that much, but I think that it is very attractive when you feel that by scrolling down, you will keep seeing the same thing or something that's continuous. Usually this is very attractive. Feel the same, you feel the same or so probably about Instagram, carousel, carousel post that they are also seamless. So this is also a good creative type that you can test. Now moving to the idea number 13 and the distal create funny creatives like this one, for example, wanted to grab it. This is a very famous type of creatives and this is also something that you can create. Now, moving to the idea number 14, and at this, to create a stop-motion video, well, stop-motion videos work very well for some niches, for example, for backpacks in here. And they are very simple to make. I'm going to show you how to create them in this course. So I recommend you to always test this type of creatives. They are very attractive, very easy to make. They look very good. And usually people like them. That's it for this lecture and the next lecture we are going to discuss mobile first videos and why it's important to create videos for mobile view. So stay tuned with me and meet me in the next lecture. 51. Mobile First Videos: Hi there and welcome to this lecture. And this lecture we are going to talk about mobile first videos. First I'm going to explain to you why you should design mobile first videos and second, we are going to see the best practices and recommendations for mobile first videos. Well, ninety-five percent of people access social media using their mobile devices. That's why optimizing your videos for mobiles is very essential. At the end, 95% of your audience is using their mobiles. Mobile view is even more important than desktop view. Well, you have to keep in mind that people using mobiles are very used to add. That's why it's very hard to grab that attention. Now let us see the best recommendations for mobile first videos. The first thing you need to focus on is to always create attention-grabbing videos. As we said before, people using their mobiles are used to ads, so we need to grab their attention. That's why we have to create fast experience. We have to make our videos very short, maybe 15 seconds, and we have to deliver the message as fast as possible. You need to put your hook in the first three seconds of the video, because most of the people will not be even watching the whole video. They will only be watching the first three seconds. So you have to make sure that they are very, very attention grabbing seconds. Also, you have to make sure to show you the products fast and use quick transitions and animations also, always in order to grab the attention of your potential customers. Addition to that, you need to zonular video for sound off. Many people who use their mobiles don't turn the sound on. You need to make sure that your video still makes sense even without a sound. So add captions at texts whenever you need in order to make it a very good video, even without a sound. Also, you need to create attention-grabbing templates and you need to keep testing multiple ones. You need to have a very clear and strong call to action. And you have to avoid log static shots because you don't want people to be bored. It's only 15 seconds, so you need to make the best out of these 15 seconds. And finally, I recommend you to create loops inside of your video so you can keep your audience engaged. Now let's see some ideas about what you can create. And the first three seconds of the video, the first thing you can do is to create a visual translation of your main Hooke used in the copy. If you hook is about pain, you'd first three seconds could be about pain. Second, you can add efficient reaction because people use really stop to see these things. Third, you can use a very bizarre shot and forth. You can create some kind of curiosity. These kinds of ideas usually grab the attention of the audience and make them stop and watch the whole video. Here is an example of a very good mobile first ad. It's from blend jet. And if you want to see it, you can always go to their Facebook ads library and check it out. But it's very quick, very straight to the point. Lot of transitions. There is a text always in order to make me understand the video even without a sound. This is also another example, as you can see, I have always the text. I can always understand what's happening. The video is very quick. I have very quick like different angles, very many things happening in order to grab my attention. Summary mobile first videos should be optimized to be watched on mobile. They should be between five to 15 seconds long. They should have subtitles because most people will not be turning the sound on. They should be on nine to 16 format or five to four. They should have quick and fast movements. And finally, you need to add your logo and the first five seconds so people will know who you are because most people will not be watching the whole video. Make sure to include your logo in the first five seconds. That's it for this lecture. I hope it will help you to create great mobile first videos and the next lecture we are going to see the front UGC creative types. So make sure to watch the coming lecture. See you there. Bye-bye. 52. Different UGC Creative Types: Hi there and welcome to this lecture. And this lecture we are going to talk about the different UGC types of UGC stands for user-generated content and they are content generated by users, or they seem like they are generated by users. They are used very, very powerful and I highly recommend you to use them inside of your ads. In this lecture, we are going to see the different types and we are going to see some examples and inspirations. Let's start first by seeing the different types. Well first you have the unboxing videos. This type of videos help your customers to get a better idea about the product and the packaging, especially for retargeting campaigns. Unboxing videos can be very powerful because they give a feeling about what it means to buy the product. Seconds. You have the product demos and these videos show how to use the product. This is also a very powerful type of videos. The third type we have are the testimonials. And this type is very essential for social proof. These videos help you highlight the benefits. And so the end result after using your products force, you have lifestyle shots and you make the product look using this type of videos. And finally, you have packaging videos. Let me now show you some examples. This is an example of product demo in here they show how when you put the mobile on the table, it starts to charge. And here you have another product demo from this strand. This type of videos can be very powerful if you'd product is special, if it needs a little bit of explanation. Let me see another example in here. This is an unboxing video plus product demo. As you can see, these videos feel very organic like anyone created that, created them, like you have created them yourself or one of your customers. They don't look like something a brand created. That's why they use really performed very well because they look very trustworthy. Here's another example, et cetera view testimonial add. As you can see, it's showing people reviewing the product as simple as that. Now let's see. I'll let us discuss how to get all produce these UGC creatives. Well, you can collaborate with influentials, pay them in order to create these kinds of videos for you. Or you can ask your customers to send you this content and offer giveaways and incentives and the turn. Or you can use services that produce these UGC content or simply, you can shoot them yourself. They are very simple. You just need to take your mobile shoot selfie video and that's it. So you can either, you can use any of these methods, It's up to you. But the most important thing is to test and try this type of creatives inside of your ads. Ugc creatives are now very, very powerful and most brands use them. That's it for this lecture and the next lecture we are going to discuss how your ads differ based on the funnel step. So stay tuned and meet me in the next lecture. 53. How Your Ads Differ Based on the Funnel Step: Hi there and welcome to this lecture. And this lecture we are going to see how you'd ask the fair based on the funniest step previously in this course, we have discussed the three different steps of your sales funnel, and we have seen that for each step, you target a different audience. In this lecture, we are going to see the different ads you use for each step. Remember, it's very important to treat your audiences and a different way depending on how deep they are in your file. So starting from the top of funnel where you are targeting cold audiences, this means people who don't know about you never heard about your brand before. For that top of funnel step, you use education and ads because you need to explain your product to the audience. You can use ads where you focus on your product benefits and you can use ads where you focus on the end results. This type of ads usually work very well for the top of funnel, for cold audiences, people who don't know you yet. So this is two examples about the type of ads you can use for top of funnel. Now moving to the bottom of funnel. And then here we are targeting hot and warm audiences. We are targeting people who already know you, people who already. So you'd add before or visited your store or maybe added to cart. So they are warmer audiences. They are people who interacted with your brand before. For those audiences, we use the following types of ads. First, we can use testimonials because we need to build up trust. We can use unboxing because you want to show you audiences how it feels, how buying the product fields. We can use comparison in order to seal the deal. And we can use demonstration to show our audience how to use the product. Let's see some examples. This is an example of us versus them plus a Demo. Now, when we target people who already both from us and we call these campaigns retention campaigns. This means we are targeting people who are our old customers. We use cross-selling adds. This means we tried to sell them other products, different products and the products they already both. And we can also run refilling for items that run out ads. So for example, if you are selling shampoo or to make up or anything that ran out, you can run ads targeting you'd all customers and ask them to refill their running out items. It's very important to always use the right type of ads for the right type of step funnel. Remember for each step funnel, we are going to create a different campaign. So it's very clear, we just need to use the right ads for each step. This is very important because when you use the right ad for each step, you will be talking and a more relevant way to your audiences. That's it for this lecture and the next lecture, we are going to see how to judge the ad creatives performance. How to know if your ads are actually doing what they are meant for. So stay tuned and meet me in the next lecture. 54. How to Judge the Ads Creatives Performance: Hi there and welcome to this lecture. In this lecture, I'm going to show you how to judge the performance of your ad creatives. Before starting with this lecture, it's very important to mention that there is an entire section in this course ligated to teach you how to analyze and read your campaign results. In this lecture, I'm going to show you a very quick overview on the metrics that they are the 100% related to your ad creatives performance. If there is something that it's not clear in this lecture, It's totally fine because later on we are going to discuss all of these in details. Okay, so in this lecture we are going to see the different metrics you can read to judge your ad creatives performance. These are the metrics that we need to follow. And the first one is the attention. You need to know how much your ads are able to grab your customer's attention. And we are talking about videos in this case. For this metric, we need to focus on reading the 3 second views. And we need to find the ratio between the 3 second views and the impressions. If you ironic, for example, multiple videos, you can see the difference in the performance between one video and the other when it comes to attention by calculating this ratio, the second 3 second views over the impressions. I'm going to show you where you, where you find these inside of Facebook. But this metric will help you to understand how many people stopped scrolling. And acceptable values would be something near 20% or more. This means that 20% of people who squares where scrolling down. And so you'd add stopped and actually watched at least the first three seconds. This metric is very important. The second one is the interests. So you need to know how much did people watch the video? Is it three seconds or more? The more people watched, the more watch time is bigger, the better, then you have the engagement. And this is reflected by the click through rate. So you need to know that people actually clicked after seeing the ad. Click-through rate that's more than 1%.5 is used rarely acceptable, then you have the ROS and the return on investment, and those depends on the sales you are making, the conversions you are making. I'm going to keep that awareness and the return on investment for later because we are going to discuss them deeply. But for now, the first matrix you need to focus on attention, interest, and engagement. Attention is related to how many people saw your ad and watch the first three seconds. That's why we do that. It should be between that 3 second viewers and the impression number. Then you have the interest. You need to know how long people are actually watching your videos. And third, you have the engagement and you measure that through the click through rate. Let me now move you to Facebook to show you where you can read these metrics. Here I am inside of my Ads Manager and I'm checking out the results of a previous ad video that I have used. First, I need you to go in here and to put video engagement. These are default metrics like matrix columns given by Facebook. I recommend you to start with this one. You can customize your own and I'm going to show you how to do that later. But for now, start with video engagement. So as you can see in here, I can read the 3 second video plays. So for example, for this video, 718 people actually watch the first three seconds and I have five thousand, two hundred and six hundred seventy nine impression. So I need to divide this over this to know how much is the percentage of people who actually watch the video. Let me do that 1 second. It's 718 over 5,279 multiplied by 100. It's only 13%. This means that this ad wasn't performing well. People are not actually watching the video. So this is for the attention. Now let's see about interest. I need to move in here to see the video plays at 202550507595, 100%. This means that only 133% watched 50, 25% of the video, only 30 watch seventy-five percent, and on the 15, watch the whole video. So those metrics will tell me how much my video is actually engaging. And I need to compare these results with my other videos to know if this video is actually performing well or not. Well, after those metrics, I need to move to the clicks. So I need to go in here and I need to check that click-through rate for this video. From here, I need you to go and I need you to click on performance. And as you can see in here, I have the website purchase, I have the link clicks, I have the amount spent. I have also the number of impressions that each the results. I'm going to add a click-through rates. So I'm going to click in here, click on Customize Columns. From here I'm going to click on click through rate. I'm going to choose this one. As you can see, I have good. It's acceptable to the above 1.5%, it's 1.42%. The other metrics we're good. I might even cause there, keep running this ad. But since the attention was very bad and also the click-through rate is not that good. I will stop using this video. If you want to measure the attention, the interests, and the engagement of your ad creative. These are the metrics that we should start with, as I told you before later on in this course, we are going to see in details how to analyze and read your results. So please don't worry about that just for now. Keep these metrics and mind. That's it for this lecture and the next lecture we are going to see how to create your ad images using Canva. The coming lectures are all how to lectures. I'm going to show you how to create your ad creatives by yourself. So make sure to watch all the coming lectures. They are extremely important and they will help you to create amazing creatives for your dad's. Stay tuned and meet me in the next lecture. 55. How to Create Ad Images Using Canva: Hi there and welcome to this lecture. In this lecture we are going to see how to create, add images using Canva. Canva is an online platform and then my opinion, it's perfect for someone who's just starting out. It's very friendly. Use it. And then this lecture, you are going to see how to use it. It allows you to create very professional as images and videos. And in my opinion, combat is everything you need. In this lecture, we are going to see some examples of creatives we can create. And we're going to see how to tutorials on how to create these graphs. Let's see some of the examples that I'm going to show you how to create. These are two photos. Also, these are two different ads. And these last two. We are going to see how to create each one of these photos in this lecture. So stay with me. I'm going now to move to my Canva account to show you how you can create these amazing photos. Here I am inside of my Canva account and to access come by, you just need to google.com and you need to sign up to an account. For pricing, you have to choose between their free account or the pronoun. I highly recommend you to go with the Pro, and especially that it comes with a one-month free trial so you can try it out, design your photos, then decide whether you want to keep investing in Canva or not. I highly recommend you to go with a Pro account, but also the F31 is not bad. It has some limitations. It has some limited options, but it's still very, very good. But in my opinion, but investing in that pro account is totally worth it. I highly recommend you to go with it. So the first thing you need to do is to sign up and to choose whether you want to start with a free account or to start with you to free trial pro the pro account is only for $13 per month. So still it's very cheap. I'm going back to my homepage now and I'm going to start designing the first image for my ads are going back in here. This is the first image we have seen. As you can see, it's a squarish image. So I can start with this. From here. I need you to go to create a design. And in here you have to choose your design dimension. So we can go simply with the Instagram posts because at this decorous, the squarish size. So I'm going to click in here. I'm going to start designing my first photo average. Convert propose several templates that you can start with if you want to start from the templates of convert. Under templates you have elements and this includes everything, whether they are and graphics, photos, videos, whatever convert includes inside of the elements section, anything for free under the pro version. After that you have the uploads. This means everything you have uploaded. After that you have photos. These are free to use photos if you want to use from them, then you have text. If you want to include text, you need to just drag it from here. It's taking a little bit of time to load, just as sweet for 1 second. So as you can see in here, you can add a text or you can add pre-made texts. We are going to explore those few seconds. After that you have the styles. For example, these are my brand colors and my brand fonts you can include inside of here, come back out to the brand set. You will define the colors and the fonts. And once you do that, you can't simply go in here and click and make your designs match your brand colors. After that, you have your favorite designs, you have your photos, you have all your previous designs, you have your folders and so on. So let's start first by going to elements, since we are going to copy to repeat the same design so we know what we want. So I'm going in here and I'm going to scroll down to find the frames and the grids, since I need to split my screen into two photos. So what I need is the grid. I'm going to click here on SEO. Now I'm seeing all the available grids. I can't pick any of these grids, but I'm going to start with the one that looks like my design simply by clicking in here I have the grid life in here. The second thing I need to do is to go to the upload and upload my photos in here and simply drag them and drop them in here. So let's take some simple example. Let's say I will be dragging this photo from here and the second photo from here. And I'm going to change the crop by simply clicking inside double-click and I move that photo like this. Then I move this one like this. As simple as that. Now I'm going back to elements. I'm going to choose maybe a skincare product to make the photo look better, to see the free photos provided by conflict. In here I see all elements. I don't want to see all elements. I want to see the photos. These are, as I told you before, free to use photos. You are free to use any of these photos from here. Let's say for example, this is my photo. I'm going to drag it like this. It will take few seconds to load. Then for the position in here, I'm going to drag, for example, this one. Just let's give it some few seconds to load. Let me refresh the page. As you can see, I have my tool photos in here. It's very similar to the design in here, as you can see. Very stay to that point, very simple design. Now let's say you want to change how this photo is cropped. You click in here, you move it up and down. And this isn't the same for this photo. This is very simple and when you want to export this photo, you just have to click here on Download. You choose PNG so you make sure that you have the highest a resolution ever and you click on Download. Make sure that dimension. Okay with Facebook requirements. So after downloading it, lets it you have your first photo at. Now, let me show you how you can create something a little bit more complicated. Let's say like this photo in here. Okay, so I'm gonna close this file in here, and I'm going to start this time with another file. Also another Instagram file. By the way, when you create a design and do the flesh, you will be able to see your design from here. So this is my design. I can rename it from here, let's say Facebook ads. I'm going in here to show you how you can create also multiple pages. So this is the first ad I have created. Instead of creating a totally new file, I can simply click in here and add a pitch. Now, I want to recreate something similar to this image from here. I'm going to copy it actually inside of my file so I can keep seeing it simply. In here I will be designing my photo. Let me go back to elements to find any random skin care photo. To use it. Instead of this one. I will choose this one since this is very similar actually. Since I clicked like this, it's now loading in here. It doesn't like take the whole space. If I wanted to take the whole space, I might drag it like this and put it like this. So in this case now it is the background. You have two options. Either you click the photo will be in here, or you simply drag it like that, so it will be in the background. I'm going to change the position a little bit, maybe like this, and this is it. Now, I want to recreate the text, the same text. I go in here to text and I click on Add heading. As simple as that, I move it up in here. If I want to change the font, I can click in here and choose between all the available fonts here on Canva. I'm gonna keep it like this for now and I'm going to type the new text. So happy. This is my text now I'm going to make it all caps lock by clicking in here. So by clicking in here, I can either make my text uppercase or lowercase. I'm going to make it all uppercase. And I'm going to make it like this, make it smaller maybe. And that's it. This is my first text in here. Now let's say I want to recreate the second text. The Good I think is that Canva actually synchronized with the Grammarly. If you use Grammarly in order to check out your grammar mistakes, this is awesome because you will be able to check everything odd writing inside of Canva. Now, I can either click control C, control V in order to copy the same element. Or I can go in here and click on duplicates. So now I'm duplicating, or I can simply insert a totally new text. I'm going to right now my second texts in here. Thank you for six glorious years. Now, I need my text to be bigger obviously, because this is my main headline. So I'm gonna make it bigger. Like this. I will be changing the font to have a little bit of maybe display or something. Let's see what other fonts my work fine, maybe this one. Okay, Perfect. Now I want to change the color of this world. If I wanted to change the color of the whole text, I can simply go in here and click the new, call it in here like this for example. So now it's darker blue. If I go in here and I will put it back as black. Now let's say I want to change only the color of this word in here. As you can see, combat gives me the colors included in the photo I have added, as you can see on my main photo and also my brand palette. So if you have a photo, like if you have an inspiration colors that you want to start with. You can always inspired from here, or you can come in here and do a colored pic. So I'm going to go and do a color pick from here. I have now the same color as you can see. Actually, it's like this and this one is in black. As you can see, I have created almost, almost the same design. The font is obviously different, but it's almost the same. Now I want to add a space in here like this. And this is now it's perfect. Let me make this italic so I am going to select it, and I'm going to choose the Tillich. And this is it. Now I will be making these yes, vertically aligned and I will add this small line. So what I would need to do is to go simply two elements. And this time to search for line. I will pick the simplest line ever, move it in here, and in order to make it smaller, I need to click in here, click Shift on my keyword and simply drag it like this. Okay, so now I have this line. If I want to make it thinner, I can go in here and make it thinner like this. This is now my line. If we need to add the remaining texts with the same idea, I copy and paste in the text. I changed the content. And let's say I want to add the final text. I do the same. I can change the color to white like the previous design, and I can remove the uppercase condition. So now I have my text. If I want to resize it, I can simply resize it like that. Now I have the same design as this one. When you want to change your text, you have all of these different options. You have the font, you have the size, you have the format, you have the uppercase, lowercase, you have the alignment. You can add bullet points. You can change the spacing between the letters and aligns and you can add an effect. We are going to talk about that later and we have the animation also later for another lecture. So as you can see in a few steps, I have recreated this at, I'm going to now move to recreate a new ad. Let's say now going back in here, I will be recreating this one. This is a little bit different, but it's also very simple. I'm going to copy it to keep it as a reference in here. So let me paste it in here to have it as a reference. And now I'm moving to create my third photo app, going back to photos for sure. In your case, you will be using your own photo, shooting your own photos, but here using some free photos as examples. Let's go back to skincare to see if we have a photo of several women's, several woman together. So something similar to what we have in the design we are mimicking. Let's say for example, I would go with this one by clicking in here, I just added the photo. As I told you before. If I click and drag, I will have it as the background. Let me scroll to see if I can find something better a little bit. I guess I will pick this one. This is the photo I have now it's taking a little bit of time to load. Let's wait for it. Now I have my photo, as you can see in here in the original design, I had some kind of overlay over the whole photo. So what I'm going to do is to go back in here, and this time I'm going back to elements. I'm going to choose a shape which is the square is shape. I'm going to put it all over my image. And I'm going to change the color, let's say to this one. And I will be changing from here that transparency like this. This is now very similar to what's happening in here. Okay? So as you can see now I have that transparency. Now what I need to find is the shape, the squarish shape, the outer contour. So what I need to go to do is to go in here back to my elements to see oil, to see if I can find the shape. This is obviously the shape I'm looking for. So from here I'm going to change the color to black while I would have preferred a shape with maybe a thinner border. So let me go back to elements again, to the recent elements, but to all shapes and lines. And let me see if I can find one that's a little bit thinner. So maybe for example, let me scroll further to see. Let's try this one. It's a little bit thinner. Yes, this is good actually. Let's see what we can find also maybe not this one is also thick. Maybe this one, it's a little bit better. I will stick with this one actually. So I'm gonna remove this one. I'm gonna change this one to fit. All over the photo. When I drag it in here, convert shows me how it will be underlined. Okay, so now I'm aligning it to the center of the screen and to the middle of my photo, I can change the color of the border from here by clicking and making it black. Okay, So going back in here, I need to add the whole text. You already know how to add that attacks, but let me help you for the last time. Going background here I'm going to copy the text since it's almost the same text. And I'm gonna paste it in here. And this time I'm going to align it to be Central from here, like this. I will make it like this, make it bigger a little bit, put it in the middle. As you can see, combat is showing me the grid lines, the lines for the middle, the vertical, and the horizontal model. Going back in here, I have the same sentence, so I'm going to copy it from here. Going back in here, I'm going to click on Paste. I'm going to make it larger. I'm going to center it. And I'm going to remove the enter I have created previously, going to make this black. And now I have my second sentence and the method. The next thing I need is to have the line going back in here, two lines and shapes. And I will be using this line. I will make it thinner, little bit, maybe three. I will make it bigger. So I would need to click in here and click on Shift. And I will drag it down a little bit. So this is my line. After that, I will need to copy the remaining text. Same idea, you just go in here. Copy paste, changed the content and make it lowercase, same for the last text. As you can see, it's very, very simple, way simpler than you can expect. Always tried to align everything. You can also group all of these, all of these elements. So you click on the first one, you click Shift on your keyboard. You can select now multiple elements. You right-click and you click on the group elements. So now they are one group. If you want to lock some elements so you can change it anymore or you can draw on it while designing. You can click on the group, for example. And from here, lock it down so you won't be able to modify it unless you go back in here and you unlock it. Okay. This is for that third design. Now let's move to the next design. This is a little bit more complicated. It's very, very good and we are going to see how to recreate it also. I'm going to copy the design, go back to my combine here, paste it as an inspiration. I will be deleting this slide since I've already copied this design. So from here I will click on these three dots and click on Delete Page. Going back in here, I will be recreating the same design as you can see. First I have two colors inside of my background. First I have the pink, then I have the gray. So I need to find something that can create this effect for me. I'm going to start with adding a new page. And from here I'm going to search for the right element to fill in. So as you can see in here, you choose on each graphics so you make sure that you are choosing get a combat graphics. I will be choosing this one to see if I can change the colors. So this is one of the elements that might give me the same effect as this one in here. If it's not loading, I will try to refresh the page once a second. As you can see in here, I can change the first color and the end color of my elements in here, I'm gonna change this to be, let's say pink. So I'm going to copy this in here so I can pick the colored actually, from here. I'm going to click on Colors, color picker, and I'm going to pick this color. And for this one I'm going to do the same color picker, and I'm going to choose this one. Now I have this effect, very similar effect to the one I have on the initial photo. Now I need a photoshoot of my product. Most probably you take your photos at home or you hire someone to take the photos for you. And most probably you have a photo of your product with white background. Here comes the importance of using a Pro account of Canva. Because using Canva you can remove the background of the elements you have, the photo you have. Let's say for example, I'm going back in here. I will try to search for skincare products, see if I can find some product shoot from photos. Let's see if I can find issued similar to this one. It might be this one by the way, but let me search a little bit deeper. Okay, So let's say I'm gonna use this photo. What I can do is to paste a photo in here, like click on it in order to insert a photo, then I need you from your account to go in here to edit image. From here we are going to remove the background of the image. Edit image, background, remover, you click on it and Canva will be simply removing the background of your photo. After adding the image from here, I need you to click on edit image and I need you to click on background remover. At now combined will be removing my bed, my image background. This feature is only available for the Pro account. So this is actually a very useful thing, very useful features. I highly recommend you to use the pro account in order to be able to use it. So as you can see, convert Q kept these flowers in here. I can't remove them by clicking here on arrays. So I can remove these elements. I can simply pick a photo that's like easier to be, be dealt with. So I'm going back to cancel this. And I'm going to try to find the element with a white background or a one-color background or something like that. Maybe for example, this one. Okay. Or maybe even this one, this one is even better. So I'm going to edit image, and from here I'm going to click on Remove background. As you can see now the background is removed. I'm going to click on Apply. Now I have my product like a single product without background. I will be cropping these unused unnecessarily places and I will be dragging, dragging it in here, make it a little bit bigger. It's very similar to what we have in here. If you want to add like shadows or edges or something for your photo, you can always go in here and adjust. It can adjust the brightness if you want to change and you think regarding good photo. So you can go in here, change contrast, saturation, warmth, clarity and so on. You can go, so go in here and add filters. You can go in here also add shadows and so on. So canva allows you a fair good amount of editing when it comes to photos, you can go in here and explore them. But for now I will only add the photo as simple as that. And I will start to add these words in here, the features, okay? So I will start first by in here they have the logo, so you need to add your logo in here. Then they have the text and these elements. Let me make it a little bigger to see what we are going with. First, they are showing black heads. Let me go back to elements to see if I can find the black head elements. Here you go to graphics. These are elements provided by convert, enjoyed free to use them. You can pick any one that actually fits with your width as you are selling. Let's say for example, I will pick this one. I don't have the same exact one they have used in damage. So a bigger this one make it smaller and put it in here. Then after that, I have let me remove it from here so I can see better. I have the dirt and makeup. So let me go in here and put make up. See if I can find something. As you can see in here, you have some static elements and some animated ones. I'm going to stick with static elements for now. So this is the second image. I'm going to copy it or cut it and paste it in here. Then I'm going back in here to see they have flowers. Let me choose flowers. I will be adding, for example, this one. Going back in here. I will be at this one, I will add this one. Then they have the fourth element, which is woman. As simple as that. So let me choose something in here that's representative a little bit. Maybe I will pick this one in here. Looks good. So going back in here, I will choose it from here. Now I have the different elements I want them to match in size. So I'm going to put this first one in here and make it smaller than I would be putting this one next to it. And as you can see, combo will be showing me the aligns to follow when you let me lock this one so I don't remove it. When I select these two, I can see that they are aligned. I'm going to do the same with this photo. With this graphic, then the same with this one. You can always go to file and show rules, rulers, and show my guidelines if you want to make your work a little bit easier. I locked this one so now I can select it anymore unless I unlocked it. So I'm gonna select all of these, centered them like this. And now what I need to do is to add the text. So here I have my different texts as we have seen before. You need to simply go in here, click on Text and start inserting your text one after the other, like we have seen before. Like this. Like this. And I need to insert that title in here. And now I have something very, very similar to this design, and I have created it simply using Canva. This is the fourth design that we have created. Now let's move to see the next design we are going to recreate. In here we have this design, it's us versus them. It's a very interesting one. Let's see how to recreate it. And this time I'm gonna start with a different photo sizes that instead, instead of starting with squarish size, I'm starting with a different dimension. So I'm going in here to convert and I'm going to click on Create design. I can choose to start with custom-designed. I'm choosing the four by five design. As you can see, this is my design. I'm going to add a new page going back in here. I'm going to copy this design, paste it in here so I can have the colors and get inspired. So first we need the photo, the product photo, and some photo of the same product without blending to make the idea clearer that we are comparing between us versus them. The first thing I will start with is to split my screen and to sue like this. I'm going in here and from elements I'm going to grids as we have done before. And this time I'm going to choose the vertical grid from here. I'm gonna select the first flame like this. By selecting it, I'm going to go to colors. I'm going to choose the pink colored. And in here I'm going to choose the second color. So as you can see now I have something very similar to this. After that I will I will want to add the title and year and get personalized skincare. I'm going back in here and this time I'm going to choose the squared elements. I'm going to put it down like this. I will make the color match the original color like this. I will add that text from here. So this is the text. I will make it in white. I will move it in here. Get items. Then I want to add this, us versus them. So I'm going to go in here two elements. I'm gonna choose circle, I have the first circle. I will minimize it a little bit, put it in here like this. I will create another copy. This one, I will make it in white. This is going to be white. I wouldn't make this edit a bit smaller and I will center it. Maybe I will make it a little bit larger. Okay, perfect. I guess this color is a little bit different than this one, so I'm gonna make it a little bit. Okey stronger. This is fine. Now I will be adding a text inside of it. So going back to text, going back in here, I'm going to put vs, make it in white, since all the texts in heat was in white, make it change the font. Let's choose this one. Make it italic. And I'm gonna move it to the center. If I want to change the dimension of this versus elements, what I need to do is to select 2 first, lock this element, select all of these elements, and like this make them smaller. Very simple. I can also group them so they always change together. Now I have my design, I need now to continue working on the elements. So first I need to add my first, my first element. Let me go in here and try to find some product to add. I will go to gratitude photos. I will see if I have something to start with. Let's see if this one actually work. So I'm going to remove the background. Okay, perfect. I'm going to minimize crop the unwanted areas. And move this in heat, okay, So this is my product. Now let me pick a product without blending. I can do the same idea. I can use one of them. I, my previous designs for example, this one. As you can see, you can copy elements between designs based simple also. I'm going to make it smaller like this. Now I will show you how to add shadows. Because as you can see now they have shadow in here. So I'm gonna click, I'm going to click on edit image. And you scroll down in here, you click on shadow, you click on drop shadow. As you can see now I have shadow. I can click in here to adjust the shadows so I can change the angle. I can change the offset. If I wish. I can blurred it more or less. I can't change Even the colors. I can make it white shadow if I wish, or I can keep it to black. So very, very nice editing tool. After you finish it, you click on Save and this is it. Okay, So after adding my two products, I need to add a title. So again, it's simple text. I'm going to copy this, paste it in here. This is my first text in here. I will change the color, make it bigger. Copy this text and you make sure that it's aligned with the text and maybe making this a little bit smaller. And we make this text and white and weekend put them like they have put, so it's done. Okay. Now, I need to I changed the colors of this one. Let me put it back to white. Now, I need to add these in here. I'm going to add the first one. So let's say this is the one. I will not make it bold anymore. I need to add a line. So going back to elements, two lines will be choosing the same element. I will make it very thin, like one. I will change the color and I will move it in here. You can change the text font from here. And you can keep copying the same elements like this. Like this. For sure you can modify the text, font format everything in order to match your branding. As you can see, we have recreated the same add in here. It's very simple, very powerful also. And as you can see, the design is very, very good. Okay, Now, moving to our last design to recreate, and this is very similar to this one, but this time the dimension is different. You can either start a new design with the new dimensions or you can resize your already existing design. So let's say I want to use the same photo for my, for my news feed and I want to use it for Instagram stories and I don't want to recreate the job from the beginning. So what I can do is to go in here, click on resize. And I can either choose to resize this existing file, all copy and resize. So I'm going to click here on Instagram story. It should be one of these dimensions. And I'm going to click on copy and resize. And now combo would be directly creating a new file that's resizes, decides to match the dimensions of Instagram story. Everything I need to do now is to simply work a little bit on these elements and make them like fit for the Instagram story dimension. So as you can see, I have made the background bigger. If I move back in here to check out the difference in design, they have almost the same idea. Now there is one thing that I want to show you in this design that we didn't see before. I'm going to paste the design in here so we can see it in front of us. Here we have these bullet points. Canva allows you to use width points, but we don't have that much options like, like these. More things in here. If you want to recreate something like that, you need to insert these one-by-one and align the text. Let me show you how going back in here, I will be removing this and this. And I will only add a element from here. Let's, let's add a text first. I'm going to just type anything. Now I have a text over three lines. I will align it to the left and I will click it on the bullet point. As you can see, the only listing I can do is either this or this. Okay. But I want this, I don't want this. I want to have that checkmark. So I'm going to make it smaller. Move it in here to show you. We can now add the checkmark. Let me make it also smaller. It's still very big. By the way, if you want to change the zoom in here to see better you can do with this. I will go to elements and click on checkmark. I will insert that checkmark as simple as that. Move it in here, maybe change the color to this, move it like this, and paste it. So I'm going to copy and paste the same checkmark several times. And this is it same for if you want to add like wrong, the wrong option, you can do the same thing going into graphic, picking the one you want to use and paste it over the elements. Now also another idea now they have this form instead of the rectangular one. So simply you go in here, you got two elements. You go to all. You go to oil. It should be somewhere in here. This option, this button option. So let me scroll until we find it. Okay, if we didn't find that, if we don't find it a year, we will definitely find it somewhere else. But let me make sure it's not here. So this is this could be the one. I'm going to make it smaller like this. And sometimes you can shortchange one of the dimensions. You need to change the whole dimension like this. Let me remove the element. If I want, if I want to add a shadow for this one, like in this photo, as you can see, the button has a shadow. You can't add those four elements up until now. So what you can do is to go to elements in here, click search for drop shadow. You can choose this one. For example. It shouldn't be like this. This is the, this is the one. I will make it smaller. I will turn it around like this, rotated a little bit. Then I will move it to put it under my button like this. I will make it smaller, move it up. And finally I will put it in the bag. I will put this in the background. I'm going to click on the button. I will click on Shift, select both. I will click on sand to bring to front. Now I have this shadow effect for my button. Let me show you. Can you see that this is very, very powerful. So as you can see, this is how you design this photo using Canva, as I told you before, we can go in here and resize the elements. There is only one less thing that I wanted to talk about. It is when you use one of convert and plates. I'm going back in here, since this is Instagram, posts thigh. So we have a lot of templates. You can go in here and click on ads, Instagram ads, and see what that place you can find. These are pre-made templates by convert. You can definitely use them if you wish. Let's say I will start for example, with this one. I wanted to match my branding. This is my template. What I need to go is to go to my styles in here to simply click one button and now it will match my branding. So as you can see, just by clicking, I'm going back, these were the colors just by clicking in here on this. I now have the color is matching my bread. I can keep clicking like that in order to keep them matching my branding. Also, if I want to change the fonts, I can click in here and change the fonts to match by blending. Okay, One last time concerning the text. You can also change the text effects. This is Ajax, right? You can go in here, click on effects, and you can remove any effect, create a shadow, create a lift, or make these type of effects like neon or glitch or something like that. You can even make that text curved. Okay, so these are things that you can change when it comes to tax design. You can always, always start by templates if you wish and change them. So this is, for example, I simply that you can start with and so on. You can also change, choose your template by niche. Like we can add your a keyword in here and see if you can find anything. Okay, One last thing also concerning the elements. Whenever you are searching for all elements, you can go in here, click on Filter, and you can filter by orientation, animation, and price, and even the color wheel, the color option doesn't work perfectly every time. So I don't use, really use it that much, but definitely the static and animated option is perfect. So let's say I want to see all the static elements nor everything. Now everything I see aesthetic. If I want to see the animated option, now, everything I see are animated elements. Keep in mind that animated elements can be branded so you can change the colors of them. But for the static elements, most of them can be branded and you can change the colors. That's it for this lecture and the next lecture we are going to see how to create streamlined scatter cells on camera. So make sure to watch the upcoming lecture. See you there. 56. How to Create Stream Less Carousel on Canva: Hi there and welcome to this lecture. And this lecture I'm going to show you how to create seamless carousel on Canva. Previous lecture, we have seen how to use Canvas. So I'm pretty sure that you are now quiet familiar with Canva and all the different options. In this lecture, I'm going to show you how you can create something similar to this. If you want to create seamless carousel, whether it is made out of five cards or ten cards, you can do that using Canva. And in this lecture we are going to know how, let me move to Canva and let's start creating your first stimulus carousel. Here I am inside of my combat account and the first thing I need to do is to precise the dimension of my chiral center. So if I want to create a thick arts carousel, this means that my dimension, my full carousel dimension with B 1080 multiplied by three. Since the each card is squarish, this means that each card is 100000080 pixel. If I wanted to create three cards, this means that I need to multiply 1080 by three. If I wanted to create four cards, it would be 180 by four. So let me show you. I will start first by clicking on Create a design. We are going to create the full carousel, the full image. Then we are going to crop it into different parts. So in this way it will be streamlined. This is the only way you can create seamless carousel by creating one image, then dividing the image into equal parts. So the first thing I need you to do is to precise the size of your carousel. The words will be always 1080 because this is the a required by Facebook. Now we are, sorry, the height will be always 1080. I am sorry for that. Now the width will differ depending on how many cards we will be using. If we are going to use four cards or five cards or three cards and so on. I will assume that I will start with a carousel of three cards. This means that I will have three times this value. So it is three to 40 pixels. And I'm going to click on create a new design. As you can see now, I have this design that, That's my full carousel. I will be going in YouTube photos to use any uploaded photos, any like free photos in here, I will stick with the skincare products and pick a photo in here to work with it. Okay, So from here I will go to photos. Let's say that this would be mine. I will be, I prefer to have one that's much more like showing the products in details. But since it's just an example, Let's work with this one. So after moving it around to have the perfect position you want, You're going here too. File and you click on Show Rulers, and you click on Show Guides. Now I have my full carousel. What I need to do now is to divide it into squares to know where I should be working and where I will be designing each of these cards. So I need to know where each card starts and where each card ends. Okay, so what I'm going to do is to add an vertical guides. But this time instead of adding it here, I need to edit at the right dimensions. So instead of here, I need to move it to be on 1080. Okay? Okay, let me make this a little bit bigger so I can't catch the right resolution. This is my first guideline. Now I know that my first carousel we'll end here. Now let me move. Let me actually add a new guidelines and your vertical guideline. And this time I needed to be at 1080 multiplied by two. So it would need to be at 2168 pixels, so it's 2160. Let me make it bigger so I can make sure that it's exactly the right one. Okay. Perfect. Now I have my two guidelines and now I know where each of my cards will begin. And well, the second one will ends. If you can see from here, for example, they have croaked the machine and two, and they have a text in here and the texts in here. You can go back to your design in here and put anything you want. Like for example, if you want to put a text or to put something else, now, you know where each of your cards will begin and where each of your cards will end. Okay, So let's see, I'm doing something like that. Like that. When you finish working on each of these cards, what do you need to do is to download this as a PNG. I'm going to download it. After that, we'll only get I need to cut it in equal parts and I will be using special website to do that. I have downloaded my PNG. Now I want to go to this website. It's coiled image online that CO2H, it's very simple to use. You just need to choose your file. So I'm going to choose the photo I've have just created. I'm going to decide that I will be cutting this photo not in height, but in words to three because I already know that I wanted to create a three different cards and that's how I started my designs, my design originally. So this is it I'm going to click on. Okay. I can also change the output image formats. I can click on without changes. I should have done that. Now I have the three images in here. When I click on the first one, I have my first card. When I click on the second one, I have my second guy and so on. Or I can download all of them as I said, folder. I'm going to go back in here for 1 second. I will choose the photo at this time, I will decide to keep the same resolution. Let me put three in here. I'm going to keep the same resolution. Okay, so now I have my three parts or I can download all of them as I told you before, just click, you will have the image as you can see now the resolution is way better because I kept the same resolution. You can click and you can right-click and click on Save image as you can save the image to your PC. Or you can simply go back in here and download the full zip folder. This same thing you can do. The same method can be used in order to design extremely scuttle cell posts for your Instagram page, ad for your debts. You can use the same method in order to create seamless carousel for your Instagram posts. That's it for this lecture and the next lecture I'm going to show you how to create the ads on Canva. Stay with me and let's meet in the next lecture. 57. How to Create Video Ads on Canva: Hi there and welcome to this lecture. And this lecture I'm going to show you how to create video ads on Canva. We are going to see how to create videos like this one, for example. I'm going to move to convert to show you how to do that. Here I am inside of Canva and I'm going to start a new design. And this time I will be choosing Instagram story dimension as an example. So I'm going to start with this dimension for my video. As you can see in here, I can see that the finance scenes, let's say, or a different slides of my video, since we are going to design a video of this time. So I'm going to try to use the free videos provided by Canva. I'm going to start first by showing you how you can do that split-screen effects. So you go in here two elements, and you simply go to grid as we have seen before. We go too good at not two frames. So we have to go two elements, two grids, Just 1 second. And this time instead of choosing the vertical one, and I'm going to choose, for example, this one. And as you can see, it fits directly in here. I'm going back to my elements and I'm going to try and stick with a skincare niche since we have been using this as an example before. And this time I'm going to video to see if I can find any. So yeah, I do find some. So I'm going to drag this first one in here with the same logic. I can move it like this when I play it, for example, it plays perfectly. Now I will, for example, use another video. Let's say this one in here. Let me refresh the page. It's already working, but I've already refresh the page. Now I have this first IDEO and the second video, and they are split screen. If I want to add a text, I can simply do that. I go in here, click on Add Text, and I simply add the dx. Let's say I wouldn't make it to white. And I'm gonna change the font, make it italic. For example. This is gonna be my first text. This is gonna be my second text. You can also animate your text. So if I click in here, I can't choose to animate the text. And I have all of these animations in here available. Shy can animate, for example, using the typewriter animation or like this, or like this, and so on. Let's say I'm sticking to this one or maybe two, this one, same for this text. Now my texts are animated. I can also animate the whole page. In here. I can go to page animation and I can create an animation for the whole page. I'm not going to do that, so I'm going now to add the second slides in here. And also going to elements. I'm going to choose to add a new video. Let's say my next slide, my next video would be this one. So I'm going to drag it like this. Okay? And now what I need to do, I can animate this text, for example, I can't animate this video. I can simply add a text in here at the middle. Like this. When I play now I have the following. This is my first slide. Then when it's finished, I have the second one. Just I need to wait for it. You can also modify the length of the videos. I'm going to show you how to do that. So just let's wait until these two finished. I'm going to make them quicker. So this is the second with the owner playing. If you want to change the length of the video you are using. So you need to go in here. And you can from here, keep only the things you want. You can do the same for this one. Just make sure that let's say both of them are just 1 second. I'm going to go back to this one also and copy it to also be 1 second. These two are now 1 second length. If I go to this one, I can do the same from here. I can make it, for example, two seconds or whatever I want. I can also move it in here and keep the scenes I want. So I have created now my second slide. I can go in here and create a new one. Like this. Same idea. I click in here, I change like this the length and I click on Done. Now when I have all of my slides like done, I can click in here and I can add a transition between the slides so it can be dissolved, it can be slide, it can be line wipe or circle wipe, or it can be none. Let's say I'm using Dissolve. Same for this one. I'm going to click on transition and dissolve. Let's try now to play our video to see how it looks. As you can see, this is our video. You can play around as much as you wish with the options in here. So as I told you before, you can add animated texts and you can add animated transitions between the slides. And as you can see, you have many options to work with in order to create a very good video for you, ads. So that is where this lecture and the next lecture I'm going to show you how you can create simple videos for your ads out of your images. So stay tuned and meet me in the next lecture. 58. How to Create Simple Video Images Using Canva: Hi there and welcome to this lecture. And this lecture I'm going to show you how to create simple videos with your images using Canva. We are going to see how we can create things similar to these videos. So let's move to Canva and start working on them. Here I am inside of Canva and I'm going to create a new design. And I'm going to start with the Instagram post design. As an example. I'm trying to create something similar to this design in here, so I'm going to copy it to keep it as a reference so I can start with it. As you can see in here, we have some kind of animations. We have the photon here that's changing. We have this button that's popping out. So I'm going first to start by including my image showing here I'm going to choose skincare to add a random image to use. Let me go to photos. Let's pick any one. Let's say this one. I'm going to drag it so it fits inside of my frame. Perfect, so this is my image. Now I want to do something similar to this. So I will start by going to elements and by choosing rectangle. To add the button. I can go in here and choose the rectangle from the graphics. I'm gonna pick this one. I will make it orange. Very simple. I will resize it like this. Maybe it needs to be edited with smaller. Let me like this. Make it smaller. Perfect. I'm gonna move it around and I will go in here to text. And I will add the text. And here it was shop now, most probably this is the text you will include its shop now. I will move it in here. Okay, Perfect. I will add a drop shadow background. I'm going in here to write a drop shadow. And let me see what I found defined. I'm going to photos and I would be picking this one. Let me minimize now the size so I can see, okay, I'm gonna rotate this shadow like this. Move it in here. I will make it the same dimension as the button. Move it up. To emit. I will move it edited a bit up, and finally I will send it back. Now I have my button with a drop shadow background. I'm going to group all of this, these items in here from animation. I'm going to choose one of these sorts, either breathe or maybe stamp or maybe pop. I'm going to choose pop. It's actually nice. It's very similar to what's happening in here. Okay, so now I need to create this effect like when the things inside of the circle are changing. I'm going in here two elements I'm choosing. First, add the circle. I'm going to add it in here. Okay? I'm gonna make it white. Let's say you are like this. I will add in here, Let's say any elements. Let me choose Apple since they have an apple, I will put the EPA like this in here. Just 1 second until it refresh. Then I will add a text here. Okay, let me refresh that page so we can see our apple. I have the Apple with the heading, something similar to this one. For example. I'm gonna create an animation. I'm going to group them actually. And I'm going to create an animation which has brief, let's say we can ungroup them. Actually. Make a brush pen animation for the button and maybe it for the apple and maybe for the text. I will choose type writing for example. This is now my animation. Now what I'm going to do is to duplicate the same page like this. And I'm gonna change the texts in here. Let's say I'm changing it to a different color like this. Maybe this one, and I will change this. And I would put for example, Okay, Let's say I'm adding this element. I will try to put it in the same exact position. Let me refresh the page and I will delete the Apple. One second. That's refreshing. Okay, so now I have this first slide, then the second one. Let's see now how old were they all will look like. So we have this slide, I will make it for 1 second for example, or maybe even less for 0.5. And I will apply it to both images. Let's play this. So as you can see, it's a little bit quick. Let's make it a little bit slower, maybe 1 second. Okay, perfect. Let's play. As you can see now, I have something very similar to the to the ED we have seen. So as you can recall, the ad and photo, you can play around with the animation in here, change the timing, everything else in order to make it look like this, maybe change the animation itself, the type of animation, because in here It's a brief, I guess, or something like that. So as you can see, it's very simple to create such everyday or you just need when you finish, to click here on download. And you can either download an MP4 or you can download a GIF if you wish to. Now let's see how we are going to create a simple animated video like this one. I will stay in here and this time I'm going to choose elements. Let me go back to elements and skincare as usual. Let's pick any element, any pair, anyone like, let's say this one. Let me drag it so it fits directly. So this is my image. Now I want to go to elements and I will try to find something animated in here, for example, I have that animated arrow also, I have this shape that's animated. Let's see if I can find in here and elements. For example, animated shape. I would go to graphics actually. I don't need actually to write animated. I can only write shape, but then in the filter, choose the animated option. Let me put shape. But as you can see, these are all animated shapes that you can pick from a few wish to have something, or you can click on shape like this. From here, you can filter by the animated, so you only see the animated ones. Let's see what we will find. The animated shapes are now loading. You can check them out, see if you can find something similar to this one. Most probably you will find one, but you just need to guess the right keyword in here to keep researching until you find it. But as simple as that, you can find any animated shape from here. So for example, you can add stars like that, or you can add something like much more alphabets, much more animated in here. Now, as you can see now, I have the stars animated in here. Let's say I want to add an arrow like the one I click in here and I write in here arrow. And I can see all the animated arrows and I can't pick one of them. So let's see. I want to say, I want, for example, to choose this one. I can simply click. And I can change the size, but I can't change the color. This is something that you need to keep in mind in addition to adding animated shapes. And you have many animated change tapes in here, like for example, lines like stars, those work for whatever app, for whatever age you are creating. You can also add animated texts. So you can add your text and simply animate the text. Or you can animate the whole photo, okay, so you can add elements and animate them. So let's say this is our texts. Let me make it black so we can see it or, or blue. I can go in here and animate the text itself. So for example, I can add an effect or burst or something. Creating a small animation can make a difference, a great difference actually because in this way, people will be more attracted to the ad and they would stop scrolling and checkout what's happening. Sometimes smile animations could be more than enough. Also, you can create videos like this. So you add multiple slides of the same image, of different image for the same product. Also, you can create videos out of the same techniques. So you create, if they are out of that different photos of the same product to add text on each photo, you add animation, you add benefits, stuff like that, and you create a whole video for your, for your debt. That's it for this video and the next video, I'm going to show you how to create stop-motion videos for your ads. Stay tuned. Admit me that. 59. How to Create Stop Motion Videos for Your Ads: Hi there and welcome to this lecture. And this lecture I'm going to show you how to shoot a stop-motion video for your ads. Actually, this type of widows is extremely easy to make and you can use it for your ads, for your reels, for your stories everywhere. Well, in order to record stop-motion video, you need first to have your phone on a stable position. So either you put it on a tripod or maybe unerring guide. But the most important thing is to keep it in the same place where you put your products first and you start moving them step-by-step. So it's like telling a story. Each time you make a small movement, you take a picture. As you can see in here, I am showing how these two candles are going to climb the book and I'm going to light them. So I will start by taking photos for each step. Whenever I move the product, I will take photo after the other. After taking all the photos, I will simply go to install shot and I will be adding all of these photos to my new file on my new project. You have to add them by the order. So starting from the first photo up until the end photo, and after you add them, you just need to change the duration. Maybe you make it 0.2 seconds or three seconds, and you apply it to all the photos and that set, you will have your videos, as you can see in this tutorial. I hope that this lecture helped you to create a stop-motion video for your business. I hope that this lecture was cleared enough state tool and let's meet in the next lecture. 60. How to Edit Your Videos on Your Mobile: Hi there and welcome to this lecture. And this lecture I'm going to show you how you can modify and edit your video ads using your iPhone. For this, I'm going to use an app called and shot. And it's actually an amazing app that allows you to do almost everything you need to do. You can subscribe to the paid version if you wish to get more professional options, but I don't even use the paid version. I only use the free one. This is the app it's called in short. When you open it, you have the choice between starting a new video or taking a, choosing a photo or creating a coalition for photos. I'm not going to use the photo or the college. We are going to start with a video in here and I'm going to click on a new. When you do that, you can choose between the files on your iPhone and order to start editing them. So you just need to pick one video or maybe several images in order to combine them. Okay, so let's say for example, I'm going to pick this video. It's actually one of my rules. I'm going to pick this for example, and this one, and this one. Don't worry, you can always add new shots inside of the video you are working on. It's not a problem. When you click here on play, you can play the whole video. I'm going to lower the voice of the iPhone so you don't hear the voice of the video. When I click on Play, as you can see, I played recordings from here. Okay, and this is the timeline. This is the recordings in the same way. I have imported them one after the other. So this is the first one. This is the second one. This is the third one. Let's say for example, I want to start with this one. I want to, for example, delete a part, trim. A part that I can do is either I can click in here and drag a timeline from here, or I can click on Split. So I can divide my file into two different files, and I can select this one and delete the video. So this is the first thing I want you to learn. It's how to trim parts of your video. After that in here, you have different kinds of options. First you have the canvas so it can precise size of your video. So if you, for example, you are creating a video for the feed, you can change the size. If you are creating a video that you want it to be squared as you can also change the size to one-by-one. I'm not gonna keep it as the story, as a study size. And I'm going to click on save. By the way, if you change, for example, this 21 by one, you can change this so you can make it also squarish by using the zoom in here. You can add a background, so you can add a color background or maybe a blur or something like that. Okay, I'm going to stay with the original size, which is the story size. And going back in it, as you can see, you can add the music here by clicking here. You can add a tax of music that are free music's in here and paid ones if you want to check them. You can import your own music. After adding the music. You can also as a recording or add an effect for the audio. I don't usually play a lot with it. I just add a music and that's it. But if you want to do a recording, if you want to record something, you can definitely do this from here. After that you have the stickers. If you want to add some stickers, I don't use really use these stickers because they don't look organic from Instagram. So I prefer to use that GIFs from Instagram, but you can definitely check them out. You have the text and you have the mosaic for everything, tax and stickers. I use the ones that are from Instagram. So I finished the video. I uploaded to Instagram as a story or as real, and I add the title text from there, I add gifts, everything else, then I download it because I want my video to look like organic content from Instagram and Facebook. After that, you have the text in here. If you want to add text, you have also filters. If you want to change filters, so let's say for example, I want to change the color of my video. I can definitely do that. And going back in heat, I can adjust the, for example, the brightness, the contrast that world, so on. If you want to modify your video, after that, you have the PIP and it's actually a very important, a very important feature. So if you want to add a new clip above this one, so it will be like in front of this one. You can do that. Let's say for example, I'm going to add my photo, Let's say this one. So as you can see now it's above my original video. Below one is the one playing in the back, the one above as I wanted, that's playing in the front. I'm gonna make it bigger, for example, like this and do the same logic. I can modify this one. You can add as much layers as you wish. There's no limit actually, so this is awesome. Now going back to the pre-cut, this I guess same as the trim, have the splits, you have the delete, you have the volume. If you want to modify the volume, you can do from that. Here you have the speed, so you can modify the speed of the video if you wish. Then you have the Replace. If you want to replace one for one video or one file by another, then you have the duplicate, you have the crop if you want to crop it. So going back to the Canvas, I'm idea, you have the flip. If you want to flip it like this, you have the freeze. I don't usually use it as you have that inverse. This is actually interesting if you want to create first three seconds, very attractive, you can use the reverse featured. It might look very similar to the boomerang or something. So let me show you, Let's say I'm going to use the reverse in here. It takes a little bit time to process the reversing video. Now redoing the different kind of movement. So instead of moving forward, I'm moving backwards. So they reversed my whole video. For things with movements. This could be very, very helpful and very eye-catching. If you click on Settings, you can change the settings and the frame rate, the video resolution and so on. And mainly that's it. After you finish changing everything in here, you can move that ego. You can invert for free by the way. So just watch a ad and they will remove it for you. After that, the only thing we need to do is to export this video and you will have it, as I told you before, with everything made it to text and gifts, I use Instagram app itself. So I upload my video as ideal and I add the text. I added GIFs because I want my videos to look organic. Well, that is 11 more thing that I wanted to show you, and it is about transitions. By the way, if you want to add a transition between YouTube video, you can do that by clicking here. Second, you click in here. You add a transition. Some of these transitions, transitions are paid, some of them are free, so you can use them Definitely for the free ones. I think that the options are limited. If you want to get more. Let's say better transitions, faster ones you might need to upgrade to the paid one. Also, there is one more thing that I wanted to talk about. It is to create what we call a movement. So let's say for example, I want to have a text or an image that has some kind of movements. So let's say I'm adding a PIP and it's gonna be my photo. I can create a simple movement by using keyframes. If you add a little bit familiar with Premiere Pro, if you have used Premiere Pro before, you would know what's key frames are. Keyframes are Lu, create points back in time in order to change the movement. So I'm going to create my first keyframe. It's gonna be here. For this keyframe, I'm going to make the opacity 0. Then in here I'm going to add a new keyframe, but this time my opacity will be 100. So as you can see now, and I'm playing the video, the main photo appears slowly, moving from a keyframe of opacity 0 to a keyframe of opacity 100. You can use key frames for different kinds of movements in here if you wish to. That's it mainly after you finish your video, the only thing that you need to do is to click here on export and you can save it either by K or by the same distribution, which is totally fine. And you can also change the format and everything, and that's it. As you can see, this app is very simple. Once the video is finished, it will be saved to your phone so you can simply use it for your ads. That's it for this video. I hope that will help you to create amazing videos for you to ads. Stay tuned and let's meet in the next lecture. 61. How to Create Website to Life Creatives: Hi there and welcome to this lecture. And this lecture I'm going to show you how to create website to live creative. It's a very easy type of creative and you can create it using your phone and using good Instagram application. And I'm going to show you how to do that in a few seconds. But first, let's see an example. This is an example from papers. And as you can see in their creative, the woman is like putting her hand and she is taking the item, the product out of that screen. And you are going to create something very similar to this. And with training and by creating several more videos like this, you would be able to master that transition and make your videos look perfect. So if to create these kinds of creatives, are you as my Instagram application and they use the reals recording, editing recording future inside of the Instagram application. Let me show you how I do that. First I have my iPhone or my phone you're using. It doesn't matter. I have it over a tripod or maybe overhearing light to make sure that our position is stable. Then I opened the website and I start recording while I am using my hand to grab the products, as you can see in here, I'm recording several angles of me grabbing the item. I'm going to pick one of them. So after recording this part, I go back to the editing tool in here and I choose the scene. I love the most, I love this one the most. So I'm going to trim it. So I'm going to trim it. And I went to look very natural. I'm going to trim the beginning and the end. You continue to trim until you have your perfect. Then I'm going in here to the reals editor, and now I'm going to click on a line, this edge feature that would allow me to see where my hand was in the previous scene so I can position my hand and the same scene. Now, I have the product in my hand and the only thing I need to do is to put my hand in the same location and record again. And as you can see now I have the product in my hand. I would go back to the editing feature of the editor in here. And I will trim the parts that I don't need until I have my product. Photo, you need to repeat this editing, but until you have the perfect transition with a perfect timing, just to play around a little bit until you have your video. And that's it. 62. How to Name Your Campaigns Adsets and Ads: Hi there and welcome to this lecture. This is the first lecture of part nine of this course, where we are going to discuss how to set up your first campaign. In this lecture, we are going to see how to name your campaigns, ad sets and ads. We are going to see why naming your campaigns is essential and how to name your campaigns, ad sets and ads. And I'm going also to show you how to create name templates inside of your ad account settings. Let's start first by discussing why naming your campaigns is essentially first, it saves you time. You won't be organized and you can easily track down what's working. And this will make the reporting way easier because you can understand what's happening without the need to check your ads manager each two seconds. And finally, it will help you to manage your account quickly and efficiently. Let's take an example. Let's say you are running through different campaigns. You simply name them campaign one, campaign to campaign three. In order to know the difference between your three campaigns, you need each time to click on edit and to check out the options of each of your campaigns and of each of your ad sets to know the difference between one ad set and the other or one campaign and the other. This could be a little bit frustrating and you will be losing a lot of time. However, if you named your campaigns, ad sets, and ads in a way that makes sense, you can easily know the difference between your ad sets, for example, or your ads or your campaigns without the need to go into editing each time that campaign. Let's me show you first how to name you'd campaign. This is the template I use. Feel free to use any template that makes sense for you. First, I introduced that team member name, so I include only the first initial. Then I include the funnel step, whether it is a top of funnel campaign, middle of funnel campaign, or a bottom of funnel campaign. Then I include the campaign stage is a testing or scaling. Then the offer or the product. Then I have the campaign objective. Is it purchase as a traffic is a trich, then I have the asset budget type is at CBO or ABO. Let's see this example. First I have my inches because I'm the team member. Then I have the top of funnel. This is the final step. Then I have scaled because this campaign is for scaling. Then I have Wo Gu, I'm running a book offers, so this is my offer. They have purchased. It's my objective. Then I have ABO because I'm doing etat budget type. Also add the date if you wish, or any information that makes sense for you. Now let's move to see how to name your ad sets. First, we have the final step, the audience targeted. Are you targeting a custom audience or an interest-based audience? Then you have the placement. Then you have the main variant between this, etc, and the other one. Then you have that countries are locations. Let's see this example first we have TOPO funnel lookalike audience because this asset is targeting lookalike audiences. Then you have in stuff. This is my placement. It can be estar stories, it can be open. Depends on how you are running your ads, then you have the budget. So the main variance between my assets is the budget. I can even put the budget in here. So for example, it's $10 or $20, then we have the countries, for example, your essay. You can also add the date if you wish or any, any irrelevant information. Now let us see how to name it adds. So again, you have the final step, that creative type, that copy details and the creative name. So top off level Animated Photo, pain hook can delight. Okay, now let's move to my Add Account Settings and let me show you how you can create the names templates. So the first thing you need to do is to go to your Facebook business manager. From here you can click on Settings. And from here you need to click on Add Account Settings. As you can see in here, you have different options. We want to go to the name templates. For this account. I have already created my campaign empty template. I'm going to show you how you can recreate it by yourself. So let's say I'm creating my asset name. I'm going to click on Create. The first component I want to include is the final step. For example, I go in here and I can choose between all of these options. First I have, I can include a campaign fields, then I can include an Ad Set Field, or I can include an open text field or a custom field. I'm going to choose custom fields and I'm going to call it final step as options, I'm going to add the first option is top of funnel. The second option, middle of funnel, and the third option is bottom funnel. Now, I know I'm naming my campaign when I'm setting up my campaign and I'm choosing this template for the first field. I can't choose between these three options. This is my first fit. Now let's say that for the second component, I want to include the audience. So I click in here on plus, and I choose etc fields, and I can choose audience. So for example, I can choose custom audience or I can choose saved audiences and so on. Now for the second component, I want, for example, to choose the audience. So I can click in here. I can go to Ad Set fields and choose, for example, here the saved audience or something like that. Or I can add also an open text field. As simple as that. I can name it audience. When I'm setting up my campaign. I can write the audience and that. Let's say now I want to add campaign budget optimization type. Now let's say I want to add another open text field to precise the dates I'm going to call it date. You can add as much as components in here you can use from the templates provided by Facebook in here. Or we can add open text fields or custom fields. It's up to you. Here. You precise the field separator between these elements and the item separators from here. I'm going to choose for this, this one for example. So as you can see now I have two lines between my feeds. This is for the campaign name. I have already set up this as per my template. So first I have the team member. When I click in here, I can choose between these two team members. Then I have the funnel step. So I can choose between TOF or DOF. Then I have the stage than I have in here, the offer or product. This is ox, actually an open text field. Then I have the objective in here. This is a default field provided by Facebook and so on. As you can see, this is my campaign name template and this is my Ad Set name template. Now I'm going to move to my Ads account manager. I'm going to create a campaign and I'm going to show you how to use this template from that, you can actually create an ad name template from here. Here I am inside of my Ads Manager. I'm going to click on create a new campaign. I'm going to choose a conversion complete campaign. I'm going to click on Continue. Here I have inside of my Ads Manager, I will be creating a new campaign like this. Now in here I can choose to use my template. So the first thing I need to fill is the team member. Then I need to choose the final step, then the stage. Then I need to include the offer or product type. So let's say it's Bogle also. Going to click on Next. Now, when you go back in here to the campaign, you can see that I have my name as per the template. I have the first edition, that I have, the first initials I have the final step, the scaling step, the offer, the objective, and the budget optimization type. So at CBO off, this means that this campaign is ABO. Now let me edit this campaign to make it. From here. Let's see if the name will be changing. It's now CBO. And as you can see, this is a very simple way to create good names for your campaigns, ad sets and for your ads. You can do the same thing to your ad sets. And you just choose the template and fill in the information. That's it for this lecture and the next lecture I'm going to show you how to set up your first campaign. So stay with me and let's meet in the next lecture. 63. Let’s Set Up Your First Campaign: Hi there and welcome to this lecture. And this lecture I'm going to walk you through how to set up your first campaign. This lecture is going to be a little bit long, but it's extremely important because in this lecture I will make sure to explain each option you'll find inside of your ads manager. Makes sure to watch this lecture carefully and to watch it up until the end. Because I'm pretty sure we are going to cover all the options available. And I'm going to explain each one of them in details. Let's move to my Ads Manager and let's start setting up our first campaign. Here I am inside of my Facebook Ads Manager. We have been here before and we have setup some campaigns before. But in this lecture we are going to go through the whole procedure, checking out all the options, understanding everything. So we start from clicking on Create. The first thing we need to show us is the objective. As an e-commerce store, most probably your objective would be conversion. So I have chosen conversion from here. I can name my campaign ad set and add from here, but I'm not going to do that because I'm going to use the templates I have created. I'm going to click on Continue. This option. That campaign objective is something you can change later on. However, this is not recommended whenever you are choosing a campaign, stick to one objective and stick to it until the end of the campaign. So from here you can either type your campaign name or use a template we have created. And I'm going to fill in the template as quickly as possible. In this way, I have named my campaign. Under that, I need to precise if my ads Our under any kind of these categories. So if I'm doing employment, housing, social issues or election or maybe credit, I should be mentioning this in here. However, as an e-commerce store owner, most probably you are not doing any of these ads, so just skip this part. Under that you have the campaign details. So you have the campaign objective. As I told you, you can go in here and click on Edit and the change that the campaign objective, but it's not recommended. You have the oxygen types, so it's only this option. You don't have another option. In here. You have the spending limit. You can put a campaign spending limit if you wish. But this is not something I usually do. Under that you have the AB testing option. When you choose to do AB testing, Facebook will be walking you through the whole campaign setup. And when you finish, Facebook will be asking you to create the second Virgin of your test. You have to know that A B testing is about creating Virgin a and virgin be of something. And making the test run automatically, deciding which version is best, whether it's version a or version B. Whenever you are doing an AB testing, you need to keep everything the same and only change one variant in order to be able to track if actually this variant changed their results or not. I don't use the AB testing feature from Facebook. I don't use this section, but if you wish to do so, you can click here on AB testing. And as you can see, Facebook is telling us that this campaign will be aversion a in your A B test. As you can see from year, facebook is telling us that this campaign will be the Virgin a. And once published, you will be directed to create a second version of this campaign. As I told you, I don't use this option, but it is something that Facebook provides. And if you want to test it, you are more than welcome. You can definitely test this option. Under that, we have the campaign budget optimization. So here we need to precise whether we want to put a full budget, a one budget for the whole campaign, or maybe the budget for or maybe we set up the budget at the Ad Set level. As I told you before, CBO campaigns are very good when you are scaling or 40 targeting. But for TOF campaign for testing, I prefer to keep it off and to put the budget at the Ad Set level in order to make sure that I'm able to analyse the results in the best way possible. So I'm going to keep this campaign off since it is a testing campaign. After setting up everything related to your campaign in here, you move to your, etc. You can also choose to use the template from here, or you can name your ad set. Let's say I'm gonna name it TOF. Let's see, instead Instagram, Let's say I'm only targeting Instagram placements. And let's say USA as a country. And let's say the objective is purchase. After naming it, etc, need to choose the conversion events location. In your case, most probably it's happening on your website. So you need to choose website. After that, you need to precise your pixel. It's. It's been chosen by default because I have chosen website and this is the only pixel that's related or that's connected to this ad account. So this is my pixel under it in here you need to choose you'd conversion event. As you can see, you can choose different conversion event by etc. So I can choose purchase for this asset. I can choose, for example, view content for another one. However, this is not something I recommend you to do. I recommend you to keep one objective, one event per campaign. This is better for the reporting and this is better for the campaign optimization. So from here I should be choosing my event. I didn't set up all the events as per IS 14 update and Facebook recommendations because you need to set up the aggregated events inside of your event manager. And I have showed you how to do that previously in this course. But for now let's say I'm choosing View Content. Under this, you can choose to do dynamic creative ads wet when you choose this option, Let's make it on. For example, you will be giving Facebook different variants, different images, different texts. And Facebook will be running ads, combining the images with the text and the best way Facebook find. Facebook would assume or will predict what people will like. And we'll be combining unit creatives in a way to get you the best results. You provide. For example, ten images, videos, tags, links, and so on. And Facebook will be like doing the test to see which image work the best with which texts. If you turn it off this you, you can simply just create static creatives. Well, the question now, I recommend you to do dynamic creatives or not. Well, I think this is something that's worth testing. At some point, it's worth testing because it's hard to know what ad texts was performed the best and what creative will perform the best. Figuring out the best texts with the best. Figuring out the best copy with the best emerged with the best. Call to action can be a little bit difficult. So yeah, definitely, using dynamic creative option is something good to test. It's also important to know that later on at the etc. at that ad level, It's also important to know that later on at the add level, facebook will also be giving you another option to do dynamic tests, but it's different than this one because in this one you are providing images, headlines, call to actions are testing actually everything. You can break down the results inside of your ads manager by using the breakdown tool. This is the first time inside of your campaign setup that Facebook will be offering you the dynamic of the dynamic option, the dynamic creatives option. And as I told you before, this is something that's worth testing. I'm going to now keep it off, but later on I'm going to turn it on to show you how to set it up. After that, you have the optimization and delivery. You are not going to change anything from here. Under that you have the budget. So you can precise the daily budget for the asset. And you can also prepare precise as an end date. I always recommend you to keep your end date open because if you set is working and it's performing well, you don't want to end it, you don't want to kill it. So keep it up and add manually turn off the assets that are not working well. After precising this, you just need to go down and to start a precise in the audience, you can use your saved audience, audience from here, or you can create a new audience. And then you have that occasion. And here, for example, you can precise that you want to target people who speak English inside of your targeted location. You can also save this audience if you wish. And after that, you can choose the placement. So you can put automatic placement allowing Facebook to use any placements, or you can choose manual placement. For example, remove some placements, but I recommend you to always keep this open. Give Facebook a lot of options. Facebook can know or can optimize the procedure and the best way possible, the more freedom you give to the algorithm, the best at this, maybe I would remove messenger and Audience Network and Facebook because in here I said that it is an Insta and instead set and I will keep everything inside of Instagram. I'm going now to go to the ad level. Heat. I can name my ad or I can create a template because I didn't create a template for him. I add name. You need to name your ad first. Then you need to precise your Facebook page and Instagram page. And after that, you can start creating your head. You can create a new ad, or we can use an existing post, or you can use a creative from the hub mock-up. This is something we are going to discuss later in this section of the course. But let's say we want to create a new head. As you can see now we have another option and the test nuclei a create dynamic creatives. This time when you choose this option, facebook will be allowing you to use your Shopify product catalog. When you link your Shopify account, your Shopify store to add Facebook ad account or to a Facebook business manager. Actually, physically, we'll be creating a catalog for you with all the products inside of it. So when you choose this option, you are telling Facebook to run dynamic ads. This means facebook will be choosing products from your catalog in a way that Facebook thing is the best for their customers. These ads will be dynamically showed to people based on the algorithm prediction. So in this way, Facebook assumes that they will be giving us the best results possible because they know their users better. So they are showing them that, let's say they favored products or stuff like that. As you can see when you choose this dynamic option in here, facebook will be choosing from the catalog and you can also choose a product set. So let's say you have in multiple collections, your product sets are like your collections. So you can choose your product sets from here. And you can choose to have a cover photo and you can enter all the information from here. This is the second time that Facebook allows you to create dynamic formats for your credits. This is also something that's worth testing, so I definitely recommend you to test it, okay? Either this one or even the previous one, I always recommend you to test dynamic creatives. They usually perform very well and they will help you to figure out the best creatives and the best, let's say combinations possible. Now if you choose that creative format from here, as you can see, you are choosing the products from your catalog. You can choose the product set, and from here you can choose the cover media. You can choose a dynamic video or maybe a video or maybe an image. After that, you need to precise the primary texts. We have talked about this before. You can precise the headline, the first part, and here is the product name. This is dynamic. So Facebook will be directly putting the product name from the product catalog in the headlines section. You can remove it if you wish, then you have the description and you can add other options. You would be testing different descriptions also, this is another dynamic option, same for the primary texts and the headline. In here, you can precise your call to action. Okay, So this is something that's worth testing, as I said before, if you wish to do it, I highly recommend you to do it. So when you start your campaign choosing the catalog objective, this is gonna be your ads setup. Because when you choose Catalog objective, you will be setting up your ads from your product catalog directly. Also, it's worth knowing that when you click in here, you can add a catalog field. So for example, you want to add the brand name, the description, the price when you click directly in here, this field will be dynamic and we'd be changing depending on your product information. For example, for this product now we have the price in here inside of their primary text. You can add or any of these fields, all of them depends on what you are trying to show. Now let me go back up here and let me remove this option. And instead I want to create my ad and I want to create it manually. Okay? So in here I have the format so I can't choose between single image or video, carousel and collection ads. Well, I recommend you to test all of these formats. Actually, collection ads work very well for jewelries, for fashion, for stuff like that. They were very well. They perform very well on mobiles, So they are also worth testing. We have single image or video or carousel. I'm going to stick with the carousel for now, or let's say with the image. So as you can see, the first thing you need to precise in here inside of the adequate motive is that media. So you need to add an image. You need to upload a new image, or you can choose one from your account. When you add an image, you can actually crop it and optimize it. You can also change the image from here directly. After adding the image. Let's say you added several medias. You can create a video from them. Let me show you. I have added some media to my account. Let's say for example, I'm choosing this one, this image from here, as you can see, I can crop it. I can't change the dimension. So as you can see, I can even replace it. Now this image, for example, it doesn't suit my Instagram story dimensions. I can't replace it for displacement only and keep this one from the other placement. This is actually a very good option. So for example, I can't replace it, let's say with this one. Now I have this credit for that displacement and this created for displacement. Now let's say I want to create a video so I can go to Add Media. Let's say I will add this one. As you can see, I'm changing it to fit my placements. I'm going to click on Next. I can allow enhancements. So Facebook will be enhancing this media if I wish to. Let me click on Done. Now, let me show you how you can actually turn it into a video. So you click here on turned into video. Facebook here will be giving you some templates are some options to create a small video out of your image. I don't use really use this too much, but it's something important to explore, especially if you don't have a lot of like technical skills when it comes to video editing and stuff like that. So I can use this tool to create videos. You can select, for example, these three photos from here. And now I have a simple slideshow of my photos. Let's see, for example, square templates. If you are doing feed placement. We have, for example, vertical templates. Whenever you are choosing to work with this option, makes sure that the end result actually is good and looks good on the placement two are working on. So for example, this is a very simple slideshow of my photos. I can use this if I wish, and I can even edit this. I guess you can even add stickers and maybe even tax. I'm not sure. So let's say under Settings, you can change the duration. You can also add stickers from here. I'm not going to that, I'm going to stick with the image. And here I can enter my primary text. And in addition to the primary text, I add, I can add multiple options. This is the third time that facebook allows you actually to do something dynamic when you include another option in here. So you get Facebook like primary texts, one primary text tool. Let me show you. Let's say it's just an example you need to fill in that right, primary texts. You can do the same for your headline. So let's say also in here I'm going to do the same. You are giving Facebook multiple primary texts and multiple headlines. Facebook will be it an ink tests to see which primary texts work, works best with which headline and so on. The only bad thing about this dynamic option is that you can't know which combination worked the best. So you can't know which primary texts work the best with which highlight, headline. The only problem with this option is that you can't know the results. We can know which a primary text worked best with which headline. So all the tests that Facebook will be running under, this option will be counted as one, as one ad. So you will be seeing all the likes and comments on this same ed. But you can't know which primary texts with which headline, for example, worked the best. With that dynamic option provided at the Ad Set level. You can know that from the breaking down that result inside of your ads manager reporting. Now let me move these two options. And in here, you can choose to optimize textbook by vipers and actually so Facebook will be changing the combination in order to optimize the results per person. And in here you choose the call to action. After this section in here, you have the destination. So you can choose where you are leading people toward. This should be your product page or your collection page. And under that, you have to chew the dispelling. This is what people will be seeing. Under that you can add the language and under that you have the attacking. And this is something we are going to discuss in the next lecture. I won't. I want at the end. I want at the end to focus on two things. As I said before, the first time, facebook allows you to make something dynamic is in here by choosing to make this on. But by choosing this option, facebook will not be on the allowing you to add different primary texts or headlines, but also it will allow you to test different creatives and different headlines, primary tax descriptions and everything, and call to actions. Even. As you can see now, I can add, add media. I can add multiple medias. I can select multiple images. As you can see, I'm selecting multiple images. I can add multiple primary texts. I need to change it a little bit like this. I can also add multiple headlines. From here. I can also add multiple descriptions. I can also add multiple call to actions. So for example, in here, I can add another option, which is for example, apply now, in our case it should be sharp now, but let's say you want to desk between learn more or to shop. Now you can test this in here. So it's like this. Okay, So this is the option when you precise the US dynamically items at the Ad Set level when you use this option. When you go back to your ads manager in here. And under a breakdown, you can actually break down, that is by bureaucratese. However, if you go in here to the ads level, instead of choosing the dynamic creative from here, you go back in here. And from here, you choose to add multiple primary texts and multiple headlines. You can't know which combination work the best. Because Facebook will be like running the tests, But the Facebook will be treating all of them as one Ed likes comments, everything will be on the same add. This could be a little bit tricky. So let's say for example, in one headline you have included something that's different than other headlines. Maybe at some point that comments will not make sense. So you want to make sure that your ad sets, that your ads will remain the same, but with different variations, the content will remain the same. Finally, you have this option to use dynamic formats and creatives. It's when you use your product catalog and order to run ads, to run dynamic ads. As you can see, we have many options inside of the campaign setup. I hope that this lecture will make the setup way easier and will make you understand that different options you will see during your campaign setups. It's also very important to note that Facebook keeps updating the Ads Manager platform. So sometimes you might find new options, sometimes other options disappear and so on. Sometimes, sometimes they test something, then they stopped it. So this is important to keep in mind that this platform is always, always updating. So always do your research if something came out, always go back to Google, try to read the new articles provided by Facebook. Tried to understand what's happening. Thank you for watching this lecture and the next lecture, as I promised you, we are going to talk about UTM, how to set them up, and how to use them. So stay tuned and let's meet in the next lecture. 64. UTM How to Set Them up and Use Them: Hi there and welcome to this lecture. And this lecture we are going to talk about today GM's how to set them up and how to use them. I'm going to move to my Facebook Ads Manager to show you first how to set them up from your ads manager. And while you are editing your campaigns under the ad level, you can find a section that's called tracking. First, you have the pixel, that one the second the events happening on your store. Then here you have the URL parameters, and this is what we are going to talk about, building up a URL parameter. Well, if you don't set this up at oil, you will be setting up your URL in here. This is the URL in here destination, and this is it. You can't know. For example, if certain person clicked on this Add through this link because this is the general link of your store, maybe your collection or maybe your product. However, when you go down in here, you create a special parameter or a special parameters for your URL. So it's like you add a value inside of URL so you can know that traffic source and you can track the people who clicked through this link. In order to track them, you need to use an analytic tool like Google Analytics, but you can set up the URL in here directly inside of Facebook. So click on Build a URL parameter. Here. You can add these information. So you can add the campaign source of, let's say for example, you are running Facebook and instagram campaigns. You can call this Facebook. Maybe Facebook and IG. Here you have the campaign medium so he can, for example, put the placement, Let's say I'm going to pick stories. After that. You have the campaign name and the campaign content. Let's say instead of having those, I'm going to offer an example or choose to put the funnel steps. So let's say I'm gonna put three targeting and hit. Okay. You can add as much parameters as you wish, as you can see in here, my link would be something like that. This will be added to my link and I can track what happened after people who clicked on this special link that ink I have just created. You click on apply. After creating these parameters and after running good ads. Now when you go to a Shopify analytics or to Google Analytics, you can filter results by these parameters in order to track down what happened after clicking this link and to know, for example, amount of traffic or sales or actions that happened after this click or because of this app. This is now more important than before. Because since I asked 14 update, tacking on Facebook and reporting on Facebook is not as powerful and as accurate as before. So we need to use other platforms to find the results, track them compared, analyzed, and so on. That's why I highly recommend you to use UTM parameters and to use them inside and to use them while you are reading your Shopify results in Shopify analytics or while you are reading your Google Analytics. For example, here I am inside of my Shopify analytics and IMDB England number of sessions over time. From any, from here, for example, I can go down and I can, for example, add the UTM parameters. So I can't, for example, add UTM campaign content, UTM campaign medium, and UTM campaign name, source term and so on. So if you want to filter the results by the parameters you created inside of your Facebook ads. You can do that. Or I can go in here and click on manage filters. And I can choose to filter the results by, for example, the UTM campaign content. From here, I can, for example, to choose Facebook. This is one of the campaign content I have created. And I click on Apply Filter. And now I see all the results related to this campaign. I can also, for example, change this. And instead of UTM campaign content, I can choose another parameter related to UTM depending on how I set up my UTM parameters with the same logic you can go in here to manage filter and the truest, any UTM parameter you wish. Okay, so that's how you use this in order to filter the results you have inside of your Shopify analytics. Finally, I just want to mention that you can always use the UTM parameters to filter results inside of your Google Analytics. This will help you to track facebook ads results better, especially in our asset iOS 14 update. That's it for this lecture and the next lecture we are going to see how to use Facebook mock-ups studio. So make sure to stay with me and let's meet in the next lecture. 65. How to Use Facebook Mock up Studio: Hi there and welcome to this lecture. And this lecture, I'm going to show you how to use Facebook mock-up. Students WHO in Facebook mockups to draw, you can create your ads mockup and you can use them later on inside of your campaigns. Let me move to my Facebook Ads Manager and let's start seeing that. In order to find your Facebook mockups to Joe, just search on Google for Facebook Creative Hub. And you went directed to the same exact place. This is Facebook Creative Hub. And this is where I will be creating mock-ups for my ads. This can be actually very useful because you can create your ads and see them, maybe share them with your team members or your business partners before actually running them. You will be creating them in here, saving them in here. Then you will link back to them from your ads manager while you are setting up your ads campaigns. From here you choose which adds a counter are working on. And you can start by creating your first mockup by clicking in here, you click on create mock-up. The first thing you need to precise is done aim of the mock-up in here, the ad actually, then you precise the Facebook page, the Instagram page, and the remaining information. It's very, very similar to setting up and add inside of your ads manager. But this time you are setting like a draft, an example that you can link to later on. Let me add a media. For example, let's say I'm using this image as you can see, they are suggesting different dimensions depending on the usual placements. Let me make the squares, for example, and this one like that. Fortunately, it's better to have creatives that work like special one for each of the placements. But let's say for example, I want to edit displacement in here, I click on edit, and I can add this special placement. So let's say for example, I am changing, cropping this to have it below. Now this would be for my feed. Now if I go in here, for example, for Instagram, and instead of that I will, for example, change it to I totally different photo. As you can see, now I have a different creator for the same add, one for the feed, for Facebook, one for the Instagram feed. This could be very useful not to change them any creative, but change like let's say, the diamond sense of the creative. Let's say you want to creative as it was designed for to be squarish, you can recreate it to be, for example, vertical and replace it for the Instagram story placement. Let's see what other options do we have when it clicked? When we click on edit, you can change the photo, you can crop it. You can add the primary texts in here at the headline. You can also turn it into a video. So from here, you can turn it into everyday or for example, let us see what we have. So if we, for example, choose this template, you click on edit in here. And you change this template. You can change the stickers at images and so on. In here. You need also to fill all the information, as I said before, when you finish everything in here, you can choose to show it inside of your ads manager. This means that while creating your ads campaigns and while choosing to create your ad, you can actually choose to link to an ad from the mock-ups studio from the Creative Hub. You can also share it by clicking here on Share. And you can activate the link sharing. And you can activate it, Let's say for 30 days and now you have a link so you can share it with your team members, your business pattern partners, and so on. I find that using Facebook Creative Hub or mock-ups to Joe can be very, very practical for teams and for people who like to get organized. Let's say you want to prepare your Black Friday as before hand, or maybe you want to prepare your new launching, new collection launching before. And you want to have everything set and you want all your team members to check that adds before publishing them. And you won't personally to be able to see all the placements. And a very clear way to make sure that your ad look perfect in all placements. In this case, I guess Facebook mock-ups studio or Facebook Creative Hub, can be very, very practical and very, very powerful. That's it for this lecture and next lecture we are going to talk about how much to wait until starting to tweak the ads. We have already seen how to create your ad campaigns, how to create your ads, how to use the creative hub. Now we are going to discuss one of the most common questions I see and I here, and that is how much to wait until they're starting to tweak your ads. So stay tuned with me and let's meet in the next lecture where we are going to reply to this question. 66. How Much to Wait Until Starting to Tweak the Ads: Hi there and welcome to this lecture. In this lecture we are going to reply to one of the most common questions people ask why running Facebook ads, especially when you are just starting out and it is how much to wait until starting to tweak that. You've created your first campaign and you start running ads. And you're wondering how much time you should take until you decide that this asset is not working, that you should shut it down, or maybe that this asset is good and you should start considering maybe increasing the budget? Well, the answer is very simple. Whenever you are running ads, specially now after iOS 14 update, you need at least 281 week before starting to tweak that. Well, maybe five days can work. Even three days can work because now we need up to three days to see the results on Facebook Ads Manager. So three days after starting to run the ads seems like a logical duration. But the pattern of shopping in weekends differ than the pattern of shopping and the weekdays working days. That's why whenever you are running an ad, it's better to wait one week so you can make sure that you have covered the whole week or the working days and even the weekend. If you feel that one week is too much and that you will be very, very stressed to the point that you can't wait one week. You can choose another metric and attest to wait until your ad set leave the learning phase. When you start running your ads, you'd asset will be under the learning phase and an order to leave their learning phase, facebook needs to have between 25 to 50 actions on the ad set in order to leave their learning phase and to start the optimization phase. When you start to run your ads, Facebook pixel is not yet trained. Facebook doesn't know who are your potential customers and do all your ideal customers. Facebook needs time in order to test, run and optimize. This time is called the learning phase. Facebook take enough time to learn your products, to learn your audiences, to optimize and to know what performs best. This learning phase is usually finished when you make up to 25, maybe 250 stays in the first week or in a week. Whenever you tweak anything in your head, you will be going back inside of the learning phase. So if you change, for example, the interests or if you changed anything on the headset, Facebook will be going back to the learning phase starting from 0. That's why whenever you are running ads, wait until Facebook, finish that earning phase before tweaking good ads. Or you will be each time, each time changing the optimization and forcing Facebook to go back and to start optimizing from the beginning. Okay, So let me recap late. Whenever you are running ads, you need to wait at least one week before judging you'd ads and deciding whether to stop some ad sets. Or maybe you either to start testing new assets. You can wait until your ad sets leave the learning phase before changing it. It's very important to note that sometimes your asset will not be leaving the learning phase. And this is mainly due to the fact that you weren't able to make that 25 to 50 says or actions within one week. In this case, you have two options. Either you increase the budget of your headset in order to reach the required number of purchases or you lower down, you would event. So instead of, for example, targeting purchase this time, instead of using purchase, for example, you use Add to cart or view content. One of the common mistakes I see people do while running Facebook ads is that they start tweaking the ads from the first day, on the second day or the third day. This is not recommended at all. Create your campaigns, create your ad sets, setup your ads, and keep your campaigns running for several days before starting to tweak them. Facebook needs time. You'd campaigns need time, so just give them the time they need. It's also very important to know that tweaking that sets before this time is not recommended at oil. However, if you want to add new adds to it, etc, It's okay adding ads, especially if they are better ads inside of a running, etc. Is something acceptable by changing the assets options themselves is not acceptable. Give you ads time. Sometimes an ad will not performing well in the first. The two days or three days, especially now that you can't see the results directly inside of your Facebook ads manager. A good marketer is a marketed that nodes that adds need time, give you ads, then either time, don't mess around with them. Don't keep tweaking your ads and keep mixing up the Facebook optimization. This is not good and this way you will not get results. You have to keep in mind that while you are running any kind of adds, that is always a chance to lose money. And this is something very normal, especially when you are just starting out. You need to keep your fear behind you. You need to keep in mind that in order to profit from the Facebook platform or the Instagram platform or the any other advertising platform, you should be willing to give their platform that time to optimize, to learn, and to give you the best results ever. I know it is frustrating. I know that you feel that you are risking all of your money. I know that you are afraid of losing money, but unless you beat the sphere, you will never be able to run successful ads. I see clients who sometimes spend up to $2 thousand, maybe $3 thousand before seeing results. So they spend that much on testing, on learning, on optimizing until they reach their results they are looking for. And this is exactly what will separate you from people who don't run Facebook ads. This is why some people profit from this platforms and other not because they give the pixel and the algorithm they needed time to learn. And this is exactly what you should be doing. Don't be scared because you've spent $100 or $50 or maybe $500, you shouldn't be scared. You should learn. You should optimize and you should test an order to reach a point where your ads are profitable. The algorithm needs time, the pixel needs, needs time. But once everything is optimized. But once you've pixel has enough data, believe me, you will start to see very good results. I'm going to repeat for the last time, keep it adds gunning for at least five to seven days or until they leave the learning phase. And if you'd ad sets, they didn't left the learning phase. This means that you need either to increase the budget or you need to lower down the objective from purchase to add to cart, or to view content. For example, these two assets are new assets. They have been running since December four, so now we are in December six, I guess. This means they have been running for two days and they are still in their learning and their learning phase. In order to tweak these assets, I need them to leave their learning phase and be in the optimization phase. In this way, I will know that Facebook is able to optimize what's happening and give me the best results. That's it for this lecture and the next lecture, I'm going to show you how you can keep social proof between ads and campaigns. By social proofs, I mean comments likes engagement and so on. So stay tuned and let's meet in the next lecture. 67. Keep Social Proof Between Ads and Campaigns: Hi there and welcome to this lecture. And this lecture we are going to discuss how to keep social proofs between ads and campaigns. So let's say you have around your first ad and you have collected some likes and comments on this ad. And you want to use it on a new campaign. And you want to make sure that their comments likes are still there because they are a very powerful social proofs how we are going to do that. I'm going to move to my Facebook Ads Manager to show you how you can keep social prove between your ads. Here I am inside of my Ads Manager and at the ads level, let's say that this is an ad that they have been running for awhile. It collected some kind of social proof and I want to preserve them. What I can do is I can click here and I can duplicate this add inside of the new campaign for example. And in here I keep this option to show existing reactions, comments, and shares on a new ads. And then this way I will preserve my social proofs, mine likes and my comments. This way, I will keep profiting from the old campaigns that I have run. Now there is also a second thing that you can do here while you are setting up your ad set, for example, and you are setting up your ads when you click on Edit. Instead of choosing to create a new ad, you can use an existing post. So you use dispersed, for example, in this ad set and you use the same post on another asset and then another etc. And then this way you will keep social proof between all of your assets. This is another option to keep the social proof. So that's it for this lecture and that's it actually four part nine of this course. And the next part we are going to see how to analyze your first campaign results states you want. And let's meet in the next part of this course. Because it is, it is extremely, extremely important without analyzing your ad campaigns and the right way, you will never be able to learn how to optimize and how to improve. So stay tuned with me and let's meet in the part ten of this course. 68. Walk Through the Different Facebook Metrics: Hi there and welcome to this lecture. This is the first lecture of part ten of the scores where we are going to talk about how to analyze your first campaign results. In this lecture, we are going to walk through the different Facebook metrics and we are going to understand each one of them. There are a lot of metrics inside of Facebook ads manager and leading with all of them can be edited bit frustrating. In this lecture, I'm going to do my best to make this job Way easier for you. So make sure to watch this lecture up until the end. So in this lecture we are going to cover different Facebook metrics to track and what does each one of them tell you? Let's start first with the metrics to track. These are very important matrix, starting with the results. This is the number of results you have received based on your campaign objectives. This metric is actually estimated, as we have said before, after I asked 14 update, Facebook pixel is not being able to track what's happening on a very big number of Apple devices. Because users have opted out of tracking. Some of the metrics you will find inside of Facebook are now estimated instead of being 100% accurate. The results, for example, is one of the metric that's now estimated. After the results we have the rich and it's the number of people who saw it adds at least one time. This metric is also estimated after the reach we have the impression. This is the number of time you'd ads were shown and this one is not estimated because it's some ethics that's 100% related to Facebook. This is the number of times you'd add where shown to people. Okay? So that each is a number of people who saw you to add the impression is the number of times your ad were shown to people. And frequency is the number of impressions divided by the rich. It's how many times the same person. So you were at maybe the same person. So you'd add two times or three times or maybe five times and so on. This vector is also estimated since that each is estimated. After that we have the delivery of your campaign. You'd ad sets and ads. It's telling us whether you'd ads are actually delivering or not. Then we have the asset delivery and it's the same thing. And it's showing us if the asset is running or not. And finally, we have the amount spent and it's how much money we have spent on ads. And this one is not estimated for sure because Facebook knows how much money the algorithm has been spending on ads. Now that you have seen these general matrix, Let's move on to see more metrics. First we have the clicks, and then here we are talking about all types of clicks. This is the number of clicks on your ad and it's not estimated. This method counts all types of clicks on your ad. So it includes the interaction on the app container, which means if you click on the image or you like post or comment, and also if you clicked on the link. So this number includes any type of click. This metric is not about the click on the link. This is something that you must keep in mind. It's about any click that happened on your whole area. This can tell you that this number is not actually very important to us because we are running ads in order to drive people toward, toward our store. So the clicks we get about are the clicks that lead people towards our store. This means we get about link clicks. I'm going to talk more about this later on this lecture. So don't worry. After that, we have the cost per click or CPC. This is the average scores for each click. And that's an important metric since the number of clicks is not estimated and the amount we have spent is not estimated. So the CPC for all clicks is also not estimated. It's something accurate. After that we have the click-through rate and it is the percentage of times that people saw your ad and perform a click. And also in here we are talking about all types of clicks. And this metric is also an estimated because the number of clicks is not estimated. As I told you before, these three metrics are not very important for us because we don't care about any type of clicks. What we care about are the clicks that lead people toward our store. We care about the link clicks. Now moving to the next metric, and it is the quality ranking. And this metric is extremely important because it is a ranking of your ads perceived quality. And this one is estimated by Facebook. What these photos are taken from Facebook or meta-analysis. And it told us how Facebook define the quality ranking and what exactly the quality ranking is. Let's read a little bit. Quality ranking is at ranking of your ads perceived quality. And it's measured using feedbacks on your ads. And the post-classic experience. As you see, we have first the feedback on the ads. So are people reporting, you'd add maybe for example, or are people hiding it? Are people interacting with your ad and so on. And also you have the postvocalic experience. This means we have the influence of what people are doing after clicking on your link and going to the website. So Facebook will use these criteria to rank your ads. And Facebook will rank, you'd add against ads that compete for the same audience and with the same objective. Facebook is actually giving you the ranking by comparing you to other advertisers who are advertising for your same target audience. Now let's move to talk a little bit more about the definite quality ranking. First, we have the engagement rate ranking, ranking for your ads expected engagement rate. Engagement includes any type we are talking about, likes, comments, shares, and clicks. You'd add is also ranked compared to other ads competing for the same audience. With this Nanking, Facebook is predicting or estimating how much you'd ads will get for engagement. Facebook will return something like this. So it's either above average, average or below average. Usually for all of your banking, it's better to rank above average, but average is also okay. Then after the engagement ranking, we have the conversion rate ranking. And it's also estimated by Facebook, and it's about the post click experience. Facebook will be estimating the conversion rates you will have in your landing page. This metric is also measured compared to other advertisers. In order to estimate this value of Facebook will be using your oil adds results and also the data coming from your store. The more ads urine, the more money you spend, the more that pixel will know you, and the more Facebook will be able to give you the right conversion ranking. Now after that, you have the cost per result, and this is the average cost per result. Let's say you are running ads and you'd objective is purchase. The cost of result is how much a purchase is costing you. Same as for view content or add to cart or any kind of objectives. It depends on the campaign objective in the first place. And it's also an important metric. After that, we have the CPM and it's the costs per 1000 impressions. So this is the average cost for 1000 impressions and it's not estimated. This metric actually differs between one year to another, between one industry to another. The best way to measure this metric or to use it, is to compare the math. The best way to measure. The best way to use this metric is to just compare it between your ads. If one of your ads is having a very high CPM compared to your other ads. This might mean that you need to change something about this. It's very hard to define what is a good CPM. So the best way is to compare between your different assets and your different ads and see if there's something with a very high CPM. In this case, maybe you need to fix something. After the CPM we have the true plays the video of view percentages and the video time view. These metrics are related to your videos. Well, they are very important if you are running top of funnel campaigns based on video views split. So if you are using campaigns with value branded videos in order to spread the brand awareness, then you are targeting people who watched your video or engaged with your video. In this case, these metrics will be actually very valuable. Other than that, these metrics are only important to Judge Judy creatives and see how your video ads are performing. And if one is performing better than the others and so on. As I told you before, there is a very big difference between clicks and link clicks. Clicks I'd happening all over your ad. Link clicks are actually the clicks that lead people towards your store. It's when someone clicks on the call to action button and move to your store. It's the number of clicks or link clicks that lead people to the advertisers specify destination on or off Facebook. This metric is not estimated since everything is happening within Facebook and Instagram. While the unique link clicks is the number of people who performed a link click, let's say one of your fans, instead of only clicking one time on your ad, clicked three times. So in this case we have three link clicks, but we have one unique link clicks. This metric means the number of people who performed that click. After that we have the outbound clicks. And this is actually the most important type of clicks because this is the number of people who performed a link click that lead people towards your store and let them to actually lend that and check out your page. This is a number of link clicks that. It took people or Facebook on property. This means that this metric will give you exactly an idea about the traffic you are getting. So as you can see, that difference between the link clicks and the outbound clicks is that in here we are only counting the clicks that let people outside of Facebook, with the link clicks, people might be clicking on things that keep them inside of Facebook. Like for example, may be looking at coal or clicking on messages. However, with the outbound clicks, we are only counting the clicks that let people outside of Facebook. In your case, if you are only running purchase campaigns towards your store. So your link clicks and you'd outbound clicks will be almost the same. After that we have the unique outbound clicks and this is the number of people who performed and outbound click, and it's also estimated. Now let's move to the next metric. And at this outbound CTR, and it's the percentage of times that people saw your ad and performed and outbound. Click. This metric is also not estimated. After that we have the cost per unique outbound click, and that is the average cost per each unique outbound click. As you can see, they all work in the different way. But with the outbound we are seeing strictly that clicks that lead outside of Facebook. After that, we have the cost per unique link click, and that is the average cost for each unique link click. And it is estimated. As you can see, whenever we add the unique to our rule, like if we have unique link clicks are unique outbound clicks, the metric becomes estimated and this is due to iOS 14 update because Facebook can't know anymore if the same person is actually clicking or if they are different people. So that's why whenever we click the unique rule, the metric, that's why whenever we add the unique rule, the metric becomes estimated. This is not the case with all clicks because all clicks are happening within Facebook. And Facebook is collecting all the data. Facebook know that, for example, ten people clicked on the link, but Facebook can't know if actually that ten of them are different, or maybe they are the same person, or maybe three pr, pr people and so on. That's why Facebook is estimating this precise quality. That's why whenever we add unique, our metric becomes estimated. Now let's move to the next method and now we have the unique purchases. And this is the estimated number of people who completed at least one purchase. And with the same logic, It's also estimated. Then you have the posts engagement and it is the total number of actions that people took around your ad. This metric is not that important if you are running conversion campaigns, but it might be important for you if you want, for example, to judge, it adds you'd creatives and your hook. After that you have the landing page views. And this is actually a very important metric. I'm going to tell you how you can use it. This metric gives you the number of times that a person who clicked on an ad link and successfully landed on the destination website page or the instant experience. You can use this metric to judge if the move from Facebook towards your website or in towards your store was smooth, compare this number to the number of clicks and you can get a lot of very important ideas and results. So for example, if you are link clicks number is way higher than your landing page views. This means that you might have a problem in here because people are not landing on your page. Maybe your link is broken, maybe your page is loading very slow and so on. Then we have the website purchases and our website purchases conversion value. And these are also estimated by the pixel and by the conversion API. Whenever you want to check the purchases, I highly recommend you to use your Shopify analytics, your Google Analytics in order to understand more what saves you can attribute your ads because the ads manager results are not accurate anymore. The Ads Manager is not showing us the results directly. So sometimes you don't see the purchases that and if you only count on your ads manager to judge your ads, you might be killing very good ads. So instead of only focusing on your ads manager, also look at your store, your Shopify analytics, at your Google Analytics, try to analyze their results and see if actually you ads are performing well or not. And finally, we have your ROAS and it is an estimated value and it's one of the most famous metrics ever. And it's the return on ad spend. It's estimated since Facebook can't know for sure how much says artery attributed to the ads. As I told you before, attribution is now not as good as before due to iOS 14 update, Facebook can't be 100% sure how much money the ads, how much money the ads at, how much says the ads actually gave you. That's why Facebook is estimating this metric. Well, many people focus a lot on this metric, but I don't think that this is the most important metric you need to focus on. This metric tells you if, for example, you are paying $100 on ads, how much you are making on sales, but it doesn't tell you how much you are making any profit. It doesn't tell you how much money you are actually keeping. Well, definitely it's an important metric, but having a good row, S, for example, doesn't mean that you'd ads are profitable. This metric is important, but in the next lecture I'm going to show you some non Facebook metrics that you must consider. And one of them is much, much important than your ROAS. Stay tuned and make sure to meet me in the next lecture where we are going to discuss non Facebook metrics to consider. See you there. Bye-bye. 69. Non Facebook Metrics to Consider: Hi there and welcome to this lecture. As I promised you in this lecture, we are going to talk about non Facebook metrics to consider. All of the metrics I'm going to talk about in this lecture are extremely important and you must understand them very, very well. Let's start by discovering the metrics to track. First we have the CPA or the cost of acquisition, and that is how much you are willing to pay or you are paying to make one sale. This metric is extremely important because the more you are willing to pay to make the sale, the more you would be flexible with your ads. So let's say you are okay with making 0 profits. This means that you can put your whole margin as your cost of acquisition. And in this case, you can be very flexible with your ad costs. So you can test multiple stuffs and so on. You need to decide what is the acceptable CPA for you. My recommendation for you, if you are just starting out, is to stay humble and to start with a CPA as equal to your whole margin at the beginning, because you are aiming to gain new customers. You are aiming to get more people to know your brand and your business. You are not aiming directly to make profit. If you are looking to create a sustainable e-commerce business, a strong business, you must focus first on how to gain customers. Then you must focus after gaining those customers, on how to retain them and how to make them come back to your store and buy again and again from you. This is how you become profitable by gaining new customers and retaining them. After your CPA, you have your ROI or return on investment, and it is equal to your total sales minus your total cost divided by your total cost. We are going to talk about this method later on this lecture. So let's keep it for later. Then we have the conversion rate and it is how much you are able to convert your visitors into customers. If you are using Shopify, shopify will be directly giving you this conversion rate inside of the Shopify analytics tool, I recommend you to use Google Analytics to measure the conversion rate of your product pages, not your whole store. Because Shopify will give you the total conversion rate to the whole store. This includes the homepage or blog posts and so on. However, what you are looking for is the individual conversion rate for each of your pages. And you can know that by using Google Analytics, why this is important, because sometimes you will discover that one of your pages is performing way better than the other. So you might ask yourself why this product is telling more, why this page is performing more, especially now after Shopify online store 2, we are able now to create very highly customizable product pages. You might need to test stuff, maybe tests the finance sections, different way of addressing the customer and so on. And you can use the convergence rate of each of your product pages to understand what's working and what's not working. You'd conversion rate is a metric related to your post click experience. And it's very important, it's 100% related to your website, to product your copy, to your unique selling propositions and so on. The battery conversion rate is the more cells you are making and the more you ads would be profitable after the conversion rate, we have the average order value and it's how much on average you can expect a customer the spend on your store during one visit. Let's say I saw your ad on Facebook and I landed on your store. This is how much on average I would be spending. Would I only be buying one product or maybe two or maybe three, and so on. Increasing the average order value is extremely important because it means that you are increasing the amount of profit you are making out of each client. So let's say you are paying $10 to dark to drive a customer to store. If you can convince the customer to buy $100, you would be making huge profit. Let's say now you convince the customer to only buy $50. So it would be making less profit. If you convince the customer to spend $200, you will be making much at much, much profit. You are paying the same amount of money in order to drive the customer or to gain this customer. But it's about how much you are making on sales. That will reflect how much profits you are making. After that, we have the long-term value, and it is the LTV and it's how much you expect a customer to spend on your store overtime. This metric is a little bit tricky because if your business is a new and if you are just starting out, this metric is a little bit tricky because if your business isn't new and if you are just starting out, you get estimate easily the long-term value of your customers. But if you have been on the market for awhile, you can use Cloud, for example, instead of clavicle, you can see the estimation of the long-term value of your customer. For a more advanced stages that are apps on Shopify that will help you to predict and to know the long-term value of your customers. Some niches and some products have a higher long-term value than others. Especially if you are selling things that run out like shaving products or maybe Organic shampoo and stuff like that. However, for some other businesses, the LTV can be small if you don't sell anything that trans out or if you don't offer the products or new products or related to products to your customers. I highly recommend you to focus on being creative with your long-term value and your average order value. Increasing these two numbers will make you create a sustainable e-commerce business. They are very important because your customers are very valuable. And the more you can retain them, the more you can keep them coming back to your store the best. Now let's start talking about each of these matrix separately. First, we have the CPA, which is the cost of acquisition. This is how much you are willing to pay or you are paying to make one say. Let's take this example and let's say the amount we spend on EDS is $100 and the number of orders you received and associated with EDS is for your CPA is the amount spent divided by the number of orders. It's $100 divided by four. You have paid $25 for each order. The problem with this metric now is that we can't anymore know exactly the number of orders or of purchases associated to the Facebook ads because of their iOS 14 update. It's also now estimated if you do your work well, you will be able to have a good estimated value. What you can do in order to ensure that you are having the most accurate number ever of orders associated with EDS is to go back to your Shopify. It takes to your Google Analytics, sit down and analyze your results and understand what's happening. See if their sales you are receiving. See if these says you are receiving our sales gained. For example, in the same week with the ads and allies, the sense you have received and you will be able to get an accurate number to some extent, especially for a small business that starting out the number is offsets would be limited. So it's easier for you, the associate that I'd sales to that. Whenever you are calculating your CPA, don't count only on the number you see inside of your ads manager because it's not accurate anymore. Let's say for example, you started running ads in Canada. And Canada is usually not a place where you run ads. And you don't usually receive orders from Canada. And within a week, for example, you receive ten sales from Canada. You will know that these then sales are coming from the ads, even if it doesn't see them inside of your ads manager. And this is something, and this is actually something that always happens with all of my clients. So that's why we don't count on the Ads Manager anymore. For example, for one of my clients when we started running ads in Netherland and another land was a country that we never explored before. The Ads Manager to as swimming as 0 sales. However, we knew that our ads are performing well because we started receiving States from Netherland and we associating associated them directly with our ads. So we were able to calculate our CPA manually and we decided what we are going to do with our ads. You have to do this by yourself. Now you can't count anymore on Facebook ads manager. You have to do the exercise. You have to go to your ads manager to see what Facebook recorded as results. Then go back to your Shopify analytics, use UTM filters as I have shown you, track down the location and attribute that I'll say is Jude ads. Now that you have finished with the CPA, Let's move to explore more or to discuss mode, your return on investment or ROI. This metric is extremely important and it can be the most important metric eval. This metric. Usually value that is as of your ads. This metric is used to measure the efficiency of your ads and how much profit you are making. Would that OS metric you are only calculating how much stage you are making, how much says out of your ads. But in the ROI you are considering the profits, not the essays. And this is totally different. To calculate this matrix, you do total sales minus total cost and you divide them by total cost. Let's take this example. Let's say you spent on a $100 on ads and your total revenue on sales is $500. I'm talking about sales, not profit. Your cost of delivery is $150. This means that everything like the product delivery, that shipping, the overhead, the employees, everything is costing you $150. In order to be able to sell those $500, you paid $150 in total. This means that your profit is $500 minus all of your costs. This includes the one hundred and five hundred fifty dollars cost of delivery plus the $100 cost of ads. So you are left with $250 as profit. In this case, your ROI. In this case, I is $250, which is your total profit divided by $100, which is your amount spent on ads. And it is 2.5. So each $1 you spent on ads is making you $2.5 in profit. This is a metric you need to think about the most. Having ROS overdone one doesn't mean that you are making profit. What will tell you if you are making profit as this metric, you're ROI. Then we have the conversion rate. So this is how much you are able to convert your visitors into customers. It's equal to the total sales divided by the total visitors. Sometimes I like to study the convergence rate for the traffic coming from the ads precisely. And I do that using the Shopify dashboard. I use the UTM filtered in order to understand how much of my ethnographic is actually converting. You go to shopify dashboard, your Shopify analytics, and when you filter the results, when you check out the sessions, you can see the conversion rate and you can sum them up by source. So you can see the conversion rate of traffic coming from Facebook and the conversion rate of traffic coming from Instagram. And then this way, you will know if you aren't actually bringing a good quality traffic or not your store, It's normal to have a low conversion rate for the traffic coming from Facebook and Instagram ads because those are people who don't know you before and they are new to rebrand. So they are just starting out to get to know your brand. They are still at the first step of the funnel. Now let's see this example. Let's say you have received 300 visitors. The number of cells is three Cs. This means that your conversion rate is 1%. For each 100 visits, you get one sale. Now imagine that your conversion rate is 2%. In this case, each, for each 100 visits you will be making to sales. You will be doubling your revenue without paying any extra dollar. So that's it for the conversion rate. And as I told you before, it's a very important metric and you should always work on improving your conversion rate. Now I'm going to finish this lecture by analyzing this. Let's say you have an ROI which is equal to 0. This means that you are breaking even. You are not making profit, but you are also not losing money. If you arrow I is higher than 0. This means that you are making money. If you'd ROI is lower than 0, this means that you are losing money. Now let's move to that OS. If you row as is higher than one, this means that the revenue attributed to add is higher than the ad spent. If you draw as is lower than one, it means that the revenue attributed to add is lower than the ads spent. If you row S is equal to one, this means that the revenue attributed to ads is equal to the ad spent. When you see people showing you impressive results with higher ROAS, always keep in mind that ROS does not tell you how much profit you are actually making. That was only tells you if you'd asked, are actually making even or making more on sales. So that will not give you any precise idea about your profit. So let's say, for example, your ROAS is equal to one. You paying $100 on ads and making $100 and saves. This doesn't mean that you are profitable because you are paying everything you are making only on sales. We didn't yet consider the cost of delivery and the product costs and everything. That's it for this lecture and the next lecture, we are going to see how to organize your matrix columns inside of Facebook. So stay tuned and let's meet in the next lecture. 70. How to Organize Your Metrics Column in Facebooknon Facebook Metrics to Consider: Hi there and welcome to this lecture. And this lecture we are going to discuss how to organize your metrics columns and Facebook. We have already talked about the different Facebook ads matrix. And this lecture, I'm going to point out the most important metrics. And I'm going to show you how to organize your data columns inside of Facebook ads manager. So the matrix you need to track are the following. First you have the asset name, you have the delivery. So you need to know if your assets are delivering or not. You have the budget, which is the daily budget or CBO. If you are doing CBO, Then you have the amount spent, then the results through each the impressions, the frequency, the cost of purity result, the ends date, the schedule, the last significant, less significant edit, the attribution, setting that quality ranking, then you have the engagement thinking, convergent thinking that clicks the landing page views the CPM, CTR, the outbound CTR, the CPC that costs per unique outbound click and our website purchase. And finally the purchase throw us. So you already know all of these metrics and what each one of them means. Whenever you are reading your results, you'll add results. You need to look almost all of these metrics to be able to analyse your campaigns. For example, the frequency will tell you how many times the same person is seeing your same at a high frequency is something bad because it means that people will become tired of your same at. For example, the frequency is a metric that you need to consider and to study for your, not for your headset actually, but your ads mostly. Then you have, for example, the cost per result, which is also a very important metric. As you can see, I have included the all bounded yard. Then link click CTR. I like to compare both of them. Okay, so once you set up your columns like this, you will have something similar to this inside of your ads manager. You will have this exact organization. As you can see, I have put the landing page. Viewers knew that link clicks because I want to compare them to know if people are actually landing on my page after clicking and moving from Facebook. Now let's move to Facebook ads manager so I can show you how you can create the columns and how you can save your metrics so you can check them out all the time. Here I am inside of my Ads Manager. And as you can see from here, you can see that the filter results on the deck campaigns, ad sets and ads. Facebook already gives you some kind of like default columns, organization. If you click in here, you can find performance, delivery, engagement and so on. You can work around with them. They are actually good and each one of them is good for the specific objective they have mentioned and that title. So for example, if you chose this organization of columns, you would get everything related to engagement. If you choose performance, you will get everything related to performance. However, I like to create my own columns. So I have this one which is rehabs metrics. If you go in here, you can see all of the metrics I have talked about in here with the same organization. Well, to create something like that, you just need to go in here, start from one of these. Let's stay. Start with performance. And after that, you click here on Customize Columns. In here you can start customizing your own column. So you can, for example, add, let's say we want to add frequency. You click on it and you edit. Whenever you add a new columns, it will be added at the end. So you need to move it up, for example, to have it in here, let's say, and so on. You can either explore the different metrics from here, or you can simply search for the different metrics. Let's say I want to check out the outbound metrics. I simply type outbound and I have everything in here. After finishing everything, you click here on Save As preset and you save your presets. You can even go to already saved presets and you can modify, modify them. So you click in here, you modify, you also save as Preset and you like rename it so that new preset will be saved. And this is it. That's how you organize your columns inside of your Facebook ads manager. That's it for this lecture and the next lecture we are going to see when you should start analyzing good campaign. So stay tuned and let's meet in the next lecture. 71. When You Should Start Analyzing Your Campaign: Hi there and welcome to this lecture. And this lecture we are going to talk about when you should start analyzing your campaign. Well, actually, we have talked a little bit about this before when we have discussed when you start optimizing your campaigns or editing them, it's the same idea. You should always wait at least five to seven days before touching your campaign or assets. This is very, very important because you need to give Facebook enough time to be able to optimize and learn. Second, you need to wait until the learning phase is finished. So usually it takes up to 50 actions within one week to leave this space. It's better to wait until the learning phase is finished before starting to tweak your S. Remember, after us 14 update, attribution is delayed. So Facebook needs up to three days to show their results. That's why whenever you are running ads, whenever you are analyzing your campaigns, always, always wait at least seven days or until Facebook leaves the learning phase. And this way you will make sure that you gave Facebook enough time to optimize, to learn, and to try to improve. Judging your campaigns quickly, tweaking them all the time will not help you and will never help the algorithm to learn and optimize if you keep changing your assets all the time. If you keep changing your campaigns all the time, facebook will not be delivering good results because the algorithm will not be given enough time to optimize, to learn and to improve. So please, please at least wait seven days or until the learning phase is finished after giving your campaigns that either time, now we should move to the step one of analyzing your campaign. Stay tuned with me and let's meet in the next lecture. 72. Step 1 of Analyzing Your Campaign: Hi there and welcome to this lecture. In this lecture we are going to start to analyze your campaign results. And we are going to start with step number one of analyzing your results. In this lecture, we are going to cover what you should analyze first and how to analyze and improve. So the first step of analyzing your Facebook ads campaigns results is to see first if your ads are actually performing. Are you getting any at each other, getting impressions? Are you seeing any performance results in your ads manager? If the answer is yes, then you are going to go, your ads aren't inhibiting, your ads are performing. We are going to see they are doing and how they are performing. And then next step. However, if the answer is no, this means you need to fix that problem. If you are not seeing any performance inside of your ad account, here, you have to consider all the following options. So you violating any Ag policy because in this case, Facebook will not be delivering your ads. Is that any problem with you building your ads budget is too low. If it is too low, Facebook might not even deliver ads. Are you targeting a very small audience because this is also a very big problem for Facebook. And if your audience is very small, Facebook might not be even showing your ads to people. And also you need to consider the probability that Facebook might be glitching. And in this case, the only solution is to turn off the campaign and he creates the same campaign again. Last but not least, you need to ask yourself if you have a low relevance score. Because in this case, if you have a low relevance score, this might be the problem. This is only valid for all the accounts for people who have been running ads for a while because they already have a relevance score. If you are just starting out, if you'd add account is a new, you would not have this relevance score. Instead of your ads manager. The first thing I need you to do is to go in here to check out your reach and your impressions. It's very important to see it results in here because this means that you are delivering. After that, you can explore other results like if you have any link clicks, purchases, and so on. This will tell you if you would attest are delivering in the first place after that and after seeing that everything is okay, we move on to the step two of analyzing your Facebook ads campaigns. The first thing you should do is to make sure that your ads are delivering. After you make sure that everything is going fine. We move on to the second step of analyzing your campaigns. And this is what we are going to discuss in the next lecture. So let's meet that. 73. Step 2 of Analyzing Your Campaign: Hi there and welcome to this lecture and this lecture we are going to discuss the step two of analyzing your campaign results. And the coming lecture, we are going to discuss the step three. This lecture and the next one are extremely important because learning how to read and analyze your campaign results is a skill that you must have if you are looking to run successful Facebook Ads campaigns. So in this lecture, we are going to cover the first metrics to track and how to calculate each. And you are going to understand how you can analyze your numbers. Starting first by knowing that your ads are delivering. This is what we have verified and the previous sector. So your next step is to make sure that your ads are delivering. This means that you are seeing reach and impressions. After that, starting with step two, the first question you need to ask is, are you generating sales? Since you are running ads with the purpose of making more sales? So this is the most important question. Are you making sales? Then, after replying to this question, you need to consider how much you are paying for each of these sets. So you need to think about your cost per acquisition or your CPA. And after that, you need to consider whether your ads are profitable or not. And you do that by calculating and analyzing your ROI or return on investment. As any mind then cost of acquisition or CPA is how much you are willing to pay or you are paying to make one sale. You calculate your CPA by the following formula. Amount spent over number of orders. On the other hand, you are return on investment or ROI is a metric used to measure the efficiency of your ads and how much profit you art-making. You calculate this metric by using the following formula. Total sales minus total cost divided by total costs. Now after calculating ROI and your cost per acquisition, and you have your ROAS coming from Facebook. You might find yourself in one of these three cases. The first case is the best one is to have a positive ROI. This means that your ads are profitable and you can keep everything as it is and start scaling when you have a positive ROI, This means that definitely your ROAS is above one. So you are good to go. Now, we have the second case when we have a ROS over one, but our ROI is lower than 0. This means that our ads are paying for themselves, but our ads are not profitable. Arrows over one means that the ads are paying for themselves because you are making out of the ads more than what we are paying for the adds an arrow I lower than 0 means that we are not profitable. In this case, you need to decide whether to kill the ads or not. And you need to consider dialogue, term value of your customer and see if you can estimate a positive future our AI for your ads. We are going to see an exempt bit about this so you can understand this case mode. But with this case, you need to consider two matrix, the short-term ROI. This means that the object at that direct return on investment of your ads and the long-term return on investment of your ads. In order to consider the long-term metric, you need to be able to estimate the doctor value of your customer. How much a customer that you gave today is going to buy from you within three months or four months or maybe one year. The third case is to have a ROS lower than one. In this case, definitely your ROI is low and then 0, you'd ads are not paying for themselves, you'd add are not profitable and the year you need to analyze your campaigns. Try to understand what's not working and drag to start optimizing and maybe testing new things. This case is the worst one and you are going to discuss it in detail in the next lecture. Now let's start to understand this case mode when our row S is over one and our ROI is below 0. And we want to estimate the long-term value of a customer. And for this, I'm going to take you to a worksheet that I have created. I'm going to show you a numerical example. This is a simple worksheet that I have created and you can definitely get it. The first part in here, I'm calculating the direct at all. I, this means that ROI, that I can calculate it directly after running my ads. And this one is dialogue term ROI. This means, and I know I, that I'm going to estimate for the future. Let's say you are running a Facebook ads campaign and you have spent $170 in order to make $250 and saved directly, you paid $170, you made some purchases, and that avenue is $250. But in order to sell. These $250 as costs you have $120. This include the cost of delivery, the product, original price, stuff like that. So in total you have $290. As cos these two, both are your costs. So you paid $290 and you only made $250. You paid more than what you made. In this case you would apply is negative and you'd ads are not profitable even though your ROAS is above one, and it's 1.47, okay, so in this case for example, even though your ROAS is above one, you'd ads are not profitable. And that's why I told you that, that OS is not actually a very important metric. Compared, compared to your ROI. Your ROI is the most important metric. Now, let's stay with the same example. You have gained any, let's say two customers. You still paid for them on a $170 because this is the original cost you paid to gain those customers. This time, maybe after one month, you send a newsletter. Those two customers, both again from you. So their long-term website purchase value is $500. You will total cost is now $240. This means that in order to make these $500, you paid the original adds cost and you pay it all other delivery costs and stuff like that. You paid in total $410 and you made $500. In this case, your return on investment is positive, it's above 0, and you'd ads are doing well. In this case, we have considered that those same customers welcome back to our stores through a newsletter or maybe through Instagram or through Facebook. Organic traffic. And they will come back and they will buy again without costing us any additional dollar in EDS. And in this case, our long-term ROI is now positive and our ads are doing fine. So if you think that if you have gained a customer today, this customer will be buying from you in the future many times. This means that your long-term value is high and that's your long-term ROI is positive. In this case, you might tolerate having a direct negative ROI. Okay, so you need to consider your business. Some businesses have a very high long-term value. Like if you are studying things that run out like shaving, shaving soap or something like that. However, some other businesses have a very low long-term value, especially if you sell one product only and it doesn't run out. So you have to consider your business case and decide depending on that. So that's it for this lecture, as I told you before it, in this step of analyzing your campaign results, you must look at two metrics, your OS and you'd add. Depending on those two metrics, you need to decide in which case you are. And depending on that, you decide whether to kill your ads or move forward, or maybe, maybe, maybe give them some time in order to consider the long-term value of your customers. The next lecture, we are going to move to step three of analyzing your campaign results. We are going to dig deeper into the different metrics and how to understand each one of them. So stay tuned with me and let's meet in the next lecture. 74. Step 3 of Analyzing Your Campaign: Hi there and welcome to this lecture. And this lecture we are going to discuss the step three of analyzing your campaign results. In the previous lecture, we have talked about the three different cases that you might find yourself in. This lecture, we are going to discuss the case where your ads are not working fine. You are not seeing the results you want to see. So we are going to see how to analyze your results, how to, how to make conclusions and how to improve. We are going to discuss in details how to dig more into your numbers. And we are going to see what each metric means and how to read it. But before starting with our topic, that is a very important note that I need you to keep in mind. Many people start analyzing their data, thinking that the reasons why their ads are not working are things related to the ads. This is one of the biggest mistakes people make would add job is to get people to click and to move from Facebook or Instagram to store. This is the only job of your ad. This is the main job activity of your ad, is to make people who are scrolling through Facebook or Instagram stop the experience, stop scrolling and move to the store. If you'd add was able to deliver this goal, then you'd add is working fine. If you are not getting sales. That is a very big probability that the problem is with your store, your product, your offer, and not with the ads. That's why I recommend you to follow the steps included in this lecture in order to be able to truly analyze, you would add, your campaigns are not working well and you won't analyze what's happening. The first step is to think about the post-classic experience. And in here we are talking about what happens after your customers click and go to the store. And the first to consider here is the difference between the number of landing page views and then onboard off link clicks. If you are not seeing a very big difference between the landing page views and the link clicks. This might be, might mean that there is a problem stopping people from completing the experience of stepping from the add to their store. This might be due to your store loading very slow or maybe you have a broken link and so on. So whenever you are analyzing your campaigns, the first thing I need you to do is to see the difference between your landing page views and your link clicks. If people are clicking on your ads and they are not moving to a store, this is a very big problem. So you go to an Ads Manager and you analyze these two numbers. It's totally fine to see a difference between them because many people who will click and not wait to move to the store. But you shouldn't be seeing a very big drop. If you are seeing a very big drop, this means that something is wrong. And this step between moving from Facebook to start, I'm going to move to my Facebook Ads Manager to show you an example. Here I am inside of my ads manager and I have already organized my columns as per my own way. I'm going to move to check out the difference between the link clicks and the landing page views. As you can see, the link clicks is not an estimated metric because everything happening inside of Facebook and Instagram is accurate. This number is right because Facebook is collecting the clicks. I have received 1043 clicks on this asset. Now, I have received 856 landing page views. This number is estimated and it's not 100% accurate because due to I've asked 14 update, the pixel is blind. And some Apple devices and many Apple devices actually, That's why this number is actually lower than the right one. Okay, So for example, I noticed, let's say a 200 drop, this is acceptable. This is not a very big drop because as I told you before, this number is not 100% accurate. So even though Facebook is not collecting everything happening on all Apple devices, I'm still seeing a number that's very close to this one, so I'm fine with this number. I don't think that I have any problem in this step. So let me repeat for the last time, this number is accurate. It's 100% accurate and it's not estimated. This one is estimated, and it's still very close to my link clicks. That's why I think that this is very acceptable and I don't think I have a problem with the loading speed of my store or with any broken link. We have decided that we don't have a problem. And moving people from Facebook or Instagram to our store because the difference between the landing page, views number and the link clicks is not big and it's acceptable. Now we move to the second and it is to check out our landing page conversion rate. Well, if your conversion rate is low, this means that you might have a problem with your landing page or with your targeting. Either you are targeting a less qualified traffic or your landing page is not optimized enough. Now, in order to consider whether your conversion rate is good or no, you can use your industry benchmarks. You find them on Google is ready. Or you can compare your actual conversion rate, your previous history, and stuff like that. But usually let's say something between 1.522%.5 is acceptable. In order to check your conversion rate, you can do that from your Shopify dashboard, or you can do it from Google Analytics. If you are looking to know the exact conversion date for a specific product page, you'll need to use Google Analytics. If you want to check the whole conversion rate of the whole store, you can use Shopify analytics. I recommend you to check Precisely the convergence rate of a specific page. In order to calculate the conversion date, you simply divide the number of purchases over the number of visits and you will get your conversion rate. You made sure that you don't have a problem in moving people from Facebook and Instagram to restore and you check your converter date and it is fine. Now we move to the step two. And at this to analyze your ads performance, we are going to see here how your ads are performing and how you'd audience are engaging with them. The first to consider is what is your ads outbound click-through rate. We have talked about the click-through rate and especially the outbound one. But this one means that percentage of clicks that are leading to a landing page view, not any clicks, only the clicks that actually leads toward a landing page. If you, if you would, CTR is above 1%, you are good to go. If it's below 1%, it means that either your ads are not engaging enough, either you are targeting that audience. Now the second to cause that as your ad relevance diagnostics. So you need to check your quality ranking. Is it? It is about people's feedback, so are people reporting it adds, are they hiding them? In this case, you will have a low quality rank. And when you have a low quality rank, Facebook will not be showing your ads to people. Then you will have convergent rate ranking and it's about the objective that you choose. Facebook, we'll estimate whether people will be actually taking the action you are looking for or not. And we have talked about these metrics before. And you have to check you're engaging rate ranking because it is about how your audience is going to engage with your ads. You need to make sure that you have good ranking for all of these three metrics because they affect your ads cost and performance. After that, you move on to the point number three and it is, what is your ads cost per unique outbound click? You need to know how much you are paying for each click that takes people tours, tours. For each click that took someone to store, How much did you pay an outbound CPC that slower than $1 is usually acceptable? Now let's move to Facebook Ads Manager to see those metrics and try to analyze them. So here I am inside of my Facebook Ads Manager and I'm going to check the CTR outbound CTR for my asset. For example, in here, my CTR is 1.61 and my outbound CTR is 1.6. At this acceptable, this is something good. It's not lower than 1%, so my asset is performing good. Now, I'm going to take that ranking in order to check that you need to move to the ads level, not to the Ad Set level. So moving to the ads level, I only have one Ed. And I can see that I have a very good banking for all of these metrics. I'm above average on everything. If my quality ranking is low, this might mean that my ads, for example, are very aggressive. That's why people are maybe hiding them or reporting them. If I have a low convergence dates, maybe my ads are not usually performing well. Maybe I have a problem with a targeting and so on. But these metrics now are all good. So I'm performing very well compared to other people advertising for the same audiences. After checking that, we need to check your CPC or cost per link click, but we need to check the cost per outbound click. As you can see, I have the two metrics in here, that cost per link click and that costs per unique outbound click. It's a little bit higher than this one, which is totally normal, but it is very acceptable. I'm making very good with this ad set. It's performing while it's making me sale. And the costs are very low. So after you verify these metrics and you make sure that they are all within your acceptable ranges. We move on to the next step. After finishing all the previous steps, we move on to the step number three and a test to analyze your targeting. And here you have to check out if you have any targeting issue. And usually you can see that by comparing the performances of your ad sets. If you notice, for example, than one ad set is performing way better than the others, or maybe some assets are performing very best better than others. This should give you an idea about what's working and what's not working. You need to kill any etc, that's underperforming. So compare your ad sets and see what's working and what's not working and make conclusions. Before finishing up this lecture, I want to take some more time to analyze the results and get you more familiar with all the matrix in here. Going back to the Ad Set level, we have first the delivery status. And then here we can know if our ad set is still in the learning phase or not. After that, we have the daily budget and it is how much we are paying daily on this ad set. If you are doing CBO, you wouldn't see a number in here. Then you will have the amount spent and it's how much money you have spent on this asset so far, then you have the results. So in my case, for example, this campaign is, I have, in my case, for example, this campaign is a purchase campaign. The objective is purchased. So the result is 11. And this metric and here is estimated because we have talked before about IS 14 update and everything happening. This metric is estimated. After that you have the reach. And the reach is the number of unique viewers who saw your ad, then you have the impressions, and it's the number of times and ad was viewed. So it's totally normal to see the number of impressions higher than the number of rich. This is the total number of times and ad was viewed, and this is the number of unique viewers. Then you have the CRPD currency, and this is actually the number of impressions divided by the number of free edge. And it means how much, how many times someone, so you'd add usually a frequency between 1.5 to three is acceptable even for, for retargeting campaigns, you might expect higher frequencies. But when you start noticing that the frequency is high, that people are commanding, for example, on your ads saying that they have seen this multiple times, you need to start changing good creatives and testing the new credits frequency as a metric that we calculate and we read at the add level, okay, so keep this number always on track. Don't make it go very high because you don't want people to get bored of your ads. Then you have the cost per result and it's how much time you have paid in order to make one staying. In our case, it's $30. Here we have the schedule. We have the less significant edit, so it's the last time we have edited this, etc. As you can see, it's been six days and it's still in the learning phase. We have the attribution setting and now it's the default one seven-day click or one day frugal view. Then we have the number of link clicks, landing page views. And I have talked about how to compare these two numbers. Then we have the CPM and it is how much we are paying for each one hundred, ten hundred impressions. This matrix shows us what's happening in the auction. And it's related to multiple variables like the objective used that targeting the CTR, the rating and scores of your brand on Facebook, the post-classic experience and more. Cpm is actually very related to the platform and consumers behaviors. You can influence and manipulate TPM. But overall, it's very related to Facebook ads. So you don't actually have a very big effect on this number. Well, yeah, you can improve it, but it's not something that you can directly influence CTR or outbound the art. In here, these two metrics are very important to judge your ads performance and they are linked to many variables like your offer, you'd copy your declarative and you're targeting. Ctr is actually very important and it wasn't affected by iOS 14 update, but because it's something happening within Facebook. So this metric is extremely important to measure the performance of your ads. After that, you have the cost per unique outbound click. And you need to focus on having the outbound click in here and autonomic click. And this one is very important because it shows you how much you are paying to drive a visitor to your website. This metric is actually an indicator of your traffic cost. It's the cost of driving quantified traffic. It's related to multiple factors like the CPM that targeting the CTR, the copy and the creatives and more. Always keep in mind that clicks are being measured by Facebook. So they were not affected by iOS 14 update and they were not, they are not modeled. Then after that we have the website purchases and this number is also estimated in order to be able to have a good estimation of how many sales you made, I recommend you to use UTMs. I recommend you to analyze your results on Shopify. I recommend you to use Google Analytics so we can make sure that you are getting a good estimation of your ads. Then you have your ROAS. Well, this number was heavily affected by iOS 14 update because this one was affected. Okay, so this number will tell you how well your ads accomplish your goals. And this number is related to many factors like the post-classic convergent rate, the average order value, the CPM, and more robust reporting was highly affected by iOS update because Facebook is now weekend them before. And Facebook now has, unless data. Since this number was heavily affected by iOS 14 update, you should not be basing your decisions on this number. You need to calculate your own row West. So since this number was estimated, you need to actually try to improve this number. So do your research, go to Shopify Google, go to Google Analytics and try to understand how much each of your ads actually made you sales and recalculate your row S in order to be able to judge correctly. After us finally, you have the purchase conversion value and it is how much money you made from the ads and it is also estimated. So that's it for this lecture. I hope that this lecture will help you to analyze your results and to understand how to reach each of your metrics. That's it for this lecture. I hope that this lecture will help you to learn how to analyze your results and how to understand and read each of your matrix. The next lecture we are going to see how to use my worksheet to track results. So stay tuned and let's meet in the next lecture. 75. How to Use My Worksheet to Track Results: Hi there and welcome to this lecture and this lecture, I'm going to show you how to use my worksheet in order to track your results. The first step in here, you will find the ROI calculator. We have seen this before, so you can use it. Everything in green is something to be filled. So these are metrics that we need to fill yourself. Then we move on to the second tab where we are going to see if you were campaigns are profitable. As I told you before, you can't anymore base your decisions upon the numbers you see in ads manager, so you need to evaluate things by yourself. So the first metric to fill in here is the industry conversion rate benchmark. And you find this from Google. Then you have the number of stored unique visitors. You can find it from Shopify analytics or from your Google Analytics. Then here we are. We are talking about visitors coming from our Facebook ads campaign. Use UTMs in order to be able to divide your visitors per source. So in here, we are analyzing the data of fun campaign. These are the numbers of fun campaign or maybe even one ad set. And this is where UTMs can be very useful because you can filter your results, whether on Shopify or on Google Analytics by these UTMs. So here you have the number of visitors, the number of purchases. Also, these purchases are the purchases attributed to the same asset or the same campaign. Then you have the amount spent on ads, you have all other costs. This means that costs in order to sell the products, like cost of delivery, costs of products themselves, overheads and so on. Then you have the total website purchases. Also, we are talking about purchases that you have attributed to your ad set or to campaign, then we have your acceptable CPA. It's the number that you are willing to pay in order to make one sale. When you enter these values in here, you will have these as results. First, you will have your ROAS, which is 3.5. It might be bigger and higher than the one you are seeing on Facebook ads manager. Because in here you did a lot more digging to be sure that you are attributing that are tails to Facebook. If you'd OS is above one, you are good to go. Then you have your landing page conversion rate. And here for example, it's 3.5, it's the number of purchases divided by the total number of visitors. It's good, It's great. Then you have your cost per acquisition, how much you are paying to make each sale. It's also lower than your acceptable CPA. So you're doing a very good job, then you have your ROI. And in this case at this positive and you are making money, this shape is meant to help you make your work a little bit easier. After using this step. Here, you move on to the next step. In here you have the outbound CTR. This is a value that you need to enter and depending on it, you will get here, the comment. Here. You can change your ads diagnosis so he can choose different options. And you will see in here the recommendations and causes. This was inspired actually by, by an article from Facebook and I have created this worksheet to make the job a little bit easier for you. That is for this lecture and the next lecture we are going to discuss what to do after analyzing your results. So stay tuned with me and let's meet in the next lecture. 76. What to Do After Analyzing the Results: Hi there and welcome to this lecture. And this lecture we are going to discuss what to do after analyzing your results. You have discovered how to analyze results in the previous four lectures. Now you add wondering what you need to do after analyzing your results. Well, based on the job you have done before, you are now able to estimate or to predict what's not working. So maybe you have a very low conversion rate. So maybe this is your problem and you need to fix it. Maybe your CTR is not good. In this case, you need to start using a new creators or maybe start testing a new interests and New targeting. Or maybe you would have problem is that your CPC is very high. So maybe you are targeting the wrong people or maybe you don't have a very engaging, creative with a very clear call to action. The previous four lectures were meant to help you analyze your results. And it's your job to guess what's not working based on the numbers and start testing new things. So let's say you have a very low conversion rate. Maybe the problem is that is with your shipping fees or maybe the problem is that you are not offering free returns. So you need to consider these options. Try to maybe offer free shipping, offered a free returns and see if your conversion rate will improve and thus you'd add the results will improve. Or maybe the problem is that you'd product page doesn't have all the needed information and people are not making up their minds because they don't have enough information about the product and they still need to think more. So your job is to analyze your results, analyzed in metrics and try to guess what's going wrong based on the numbers and optimized based on what you have found, and start testing new things. After analyzing your results, there are three things that you can do. The first one is to keep running your campaigns for the purpose of collecting more data, even though you can pay it or not performing as well as you wish them to. But you feel that you still want to give them some more time. This is actually a good option if you have budget and if you're willing to risk, why not? You keep running campaigns little bit longer in order to collect more data. The second option is to change the campaign and keep it running for a few days and re-analyze data. So let's say you found out that you said that your CTR is very low. So you are considering using a new creative since you are very sure about your targeting. So maybe you would try new creatives and keep the campaign running for a few days before analyzing the data. Now the third option will be is to kill your own campaigns and start new and fresh with new campaigns based on what we have found before. So instead of modifying your old campaigns, usually starts a new campaigns. And in my opinion, this is the best option. I prefer to always kill what's not working and restart with a new fresh campaigns. But if something is working, please do not touch it. If an asset is working, please don't touch it. Everything that's working, keep it there. Don't touch it, keep it running because even if you duplicate it the same campaign, you will, you might not be getting the same results. Now, in case you are running ABO campaigns, this means if you are putting the budget at the Ad Set level, you can remove and add etc. and keep your campaign running. There is no problem with that because each ad set is independent. But if you are running CBO, this means that if you are putting the budget at the campaign level, this case, the whole campaign is performing as one identity that Facebook is optimizing the whole campaign. And in this case, you shouldn't be changing anything in this campaign if it is performing well. So if you are running a CBO campaigns and if it is performing well, don't turn anything off because you will ruin the optimization. Facebook is optimizing the whole campaign. So even killing an asset that's not working well might affect the optimization in a bad way. Facebook already using CBO. So Facebook is already, facebook is already using CBO. So Facebook is already optimizing the budget and giving the biggest chairs to the best-performing assets. So if you have a good CBO campaign, just keep it as it is. So that's it for this lecture. And actually that's it for the part one of this course where we have learned how to read and analyze your data, part ten is extremely, extremely important because learning how to read and analyze your results is a skill that you must have if you want to run successful Facebook Ads campaigns, if you think that there is something that's not clear enough, go back to the lectures, watch them, or leave a question and I will be more than happy to help you out. The next part of this course, we are going to talk about retargeting campaigns. So stay tuned and let's meet in the next part. Retargeting campaigns are extremely important and they can make a lot of money. Retargeting campaigns. Retargeting campaigns are extremely important and you must run them if you are looking to retain your customers and to improve your ads return on investment. So stay tuned with me and let's meet and the part 11 of the scores. And it is about retargeting campaigns. 77. Understand What Retargeting Is and Why It Is Important: Hi there and welcome to this lecture. This is the first lecture of Part 11 where we are going to discuss retargeting campaigns. In this lecture, I will help you to understand what retargeting is and why it is important for your business. We are going to see what our retargeting campaigns and do i and when you should run them. But let me start first by clarifying this. If you are running ads, thinking that you will be able to convert most of your targeted audience or most of the people who see your ad, you are mistaken. Running paid ads is challenging, and not only because you are competing with thousands of other advertisers out there, but also because on average, an Internet user is bombarded by around 55 adds daily. Imagine that we see around 5055 ads each day. So it's truly hard to make people stop scrolling, check your ad, got your product page, the product to cart. And then by it's a longer procedure and converting people from the first touch point with your brand. From the first ad. They see it's a little bit difficult. It's not impossible, but it is difficult. Let me explain this a little bit more. It takes eight touchpoints to make a sale. So this means that on average, a person needs to get in touch with your brand or product at least eight times before buying from you. Let's say I'm totally new to your brand. On average, I would need a different touch points with your brand, with your product in order to make up my mind and buy the product. This number means that some people will need less than a touch points, definitely since this is an average. But many others will need even more than eight touchpoints. They need to see your brand many times before deciding that I'm going to buy this product. And this is basically what leads us to this. You have to understand that customers behave in different ways. When you run good ads, many people buy after seeing good ads for the first time. This happens. Those people are the ones who convert without the need to get many touchpoints. These cells are usually the easiest sales and most profitable ones you can ever get. At the end. You may The stays out of the first touch points. So you didn't pay much on ads in order to convince those people to buy from you. Those red I would easiest sales, but not all cells are that easy. For people who didn't convert after the first encounters with our brand. We need to run retargeting campaigns in order to create a new touch points. Whether retargeting campaigns, we target warm and hot audiences. We target people who are already familiar with our brand. So someone, so our ad for the first time I went to the product page, but they didn't buy. We use the targeting campaigns to show our ads to those people, to people who already interacted in some way with our brand. So they are already warm and hot audiences. And we put again our products and our ads in front of them. Since with retargeting campaigns, we target people who already know our brand. These campaigns usually come out with better rho S and better return on investment. Remember, we are targeting hot and warm audiences. Those people already know as they are already more willing to buy from us. That's why these campaigns seem like the most profitable ones. But in reality they are not. Because any person who converts in those campaigns is already someone who costed us money before. Let's take this example. This option is the one showing people who buy from us from the first touch point. Someone. So our ad went to the product page, then both the product. For this case, our cost of acquisition was $10 because we paid $100 and we made 100 sales. So we pay $10 for each sale. Now let's see this other example, this time for someone who needed to touch points with us. So first he saw the ED, he went to the product page but didn't buy. Then we start running our retargeting campaigns or we use the main marketing, whatever. This person went back to our store and both the product, this person needed to touch points. If the second touchy point was made on Facebook. And let's say, and let's assume that this time, the cost of the state was only $5. It might seem that the sale was cheapest than this one in here. But in reality, to make the sale we have paid twice. Once the first campaign and the top of level campaign and second and our retargeting campaigns. For this time, the acquisition cost is equal to the cost paid for the first edge point plus the cost paid and the second touch point. That's why even though retargeting campaigns seem less expensive, they are not a reality because anyone, anyone who is converting at the retargeting campaigns level is already someone who costed us money before. 40 targeting campaigns, I recommend you to use a budget that's between ten to 30% of your total budget, depending on the sizes of your retargeting audiences. The larger your retargeting audiences are, the more money you can put in there. My second recommendation is to not start turning bottom of funnel campaigns. This means retargeting campaigns unless you have at least an audience size of 1 thousand people. And you have to always keep in mind that with retargeting campaigns, you can go as low as $5 per day. You don't need to invest a lot of money. If you'd audience size is small, not worry, put $5, create your campaign and let it run. Also, it's very important to note that I asked for update greatly affected the retargeting campaigns. Because retargeting campaigns based on custom audiences we create on Facebook. And in the coming lecture we are going to talk more about this. Since those custom audiences were affected by iOS 14 update, Facebook is no longer able to know everything happening. So the sizes of our audiences went down. So this is something that you need to keep in mind. Retargeting campaigns now are less effective than before. That's why I highly recommend you to leverage email marketing because using it you can create multiple touchpoints with your customers using that image. And remember, your email list is a kind of data that you actually own. That's it for this lecture and the next lecture, we are going to discuss the different types of audiences that you can retarget. The next lecture is extremely important if there is anything that you didn't understand in this lecture, I'm pretty sure that the next one will help you to understand everything. So stay with me and let's meet in the next lecture. 78. Different Type of Audiences That You Can Retarget: Hi there and welcome to this lecture. In this lecture, we are going to talk about the different types of audiences that you can retarget. And we are going to see how retargeting changed after IS 14 update. Before I asked 14 update, those were the audiences we used to retarget. First, we had the old customers. It may list at this LST uploaded manually to Facebook. And this list was not affected by iOS 14 update. Thus, this type of audiences was not affected by iOS 14 update. And it's one of our warmest audiences at most valuable ones. After that, we have the newsletter list or the subscribers list. And it's also manually updated to Facebook. Thus, it was not affected by iOS 14 update. The audience is here and here is hot but not too warm. That's why we need to work on nourishing this audience using e-mail marketing because people who are inside of our subscribers list or our newsletter list, not as warm as our old customers, for example, or our or people who added to cart. That's why we need to work on nourishing this audience in order to be able to convert many of them into customers. Then we had the website visitors. So we are talking about people who viewed content at the two card and shaded checkout, or maybe even purchased. These audiences. All of these audiences are created using Facebook pixel. So in order to create those audiences, we use that data collected by Facebook pixel. That's why all of those audiences were affected by iOS 14 update. As you recall, we have talked before about how this update changed things and that Facebook pixel now is not as strong as before because at this blind and several Apple devices and then several places, that's why any audience that's created using Facebook pixel was affected. And this is the case of all of those audiences related to website visitors. Now, if the sizes of your audiences are big, this means if you uploaded your old customers email list, you would newsletter list and you created the custom audiences inside of Facebook. And you found out that the sizes of your audiences are big enough. You can keep using these audiences alone. They are still the strongest audiences you can ever use. But if their sizes are small, if those audiences now are very, very small, you need to explore new audiences. Um, I'm gonna repeat this one last time. These audiences, these three types of audiences are your strongest audiences. But if GO TO IS 14, update, the sizes of these audiences are now small or not big enough. You need to consider new audiences and let me talk about these audiences. After I asked 14 update, we started exploring the following audiences. So we started exploring video of viewers, Instagram engages and Facebook engages. These audiences depend on data collected on Facebook and Instagram. So they were not affected by iOS 14 update. Video viewers are people who watched your video ads, instagram engages. They are people who engage with your Instagram profile. Same for Facebook engages. These audiences depend on data collected by Facebook and Instagram. They were not affected by iOS 14 update. And that's why after I've asked 14 update, we started testing these audiences. These audiences are usually less warm than the previous three audiences. But as I told you before, since IS 14 update affected our previous warmest audiences. Using these additional ones can be a good strategy to overcome that changes. In order to create all of these audiences, you just need to go to Facebook business manager and to create these audiences under the Custom Audiences section. And we have seen how to do that previously on this course. Let me move to Facebook business manager to show you one more time where you can create these audiences. So here I am inside of my business manager, and from here, I'm going to access my audiences. From here, you click on create a custom audience, and you create the source of your custom audience. And you move forward. As I told you before, I have showed you how to create these audiences previously in this course. Also, it's very important to note that if you are using CLI view, the integration between club you and your Facebook ads account will allow you to add, you would e-mail lists automatically dude ad account or you can create your old customers email list and your subscribers list inside of Facebook ads manager. That's it for this lecture. I hope that this lecture will help you to understand more what audiences you should be targeting, as I told you before it, before iOS 14 update, we used only to the target, our old customers, it may list our subscribers list and our website visitors. Now after I've asked 14 update, we started testing new audiences based on data collected on Facebook and on Instagram. So we are talking about video of viewers. We are talking about Instagram engages and Facebook engages. My recommendation for you is to try these new audiences unless your website visitors or your e-mail lists are very big and you don't need to explore new options. So that's it for this lecture. Stay tuned, and let's meet in the next lecture where we are going to discuss the different types of retargeting campaigns. 79. Different Types of Retargeting Campaign: Hi there and welcome to this lecture. And this lecture we are going to talk about the different types of retargeting campaigns. And we are going to see when and how to use each. Well, for retargeting campaigns, we have two different types. First we have the every green campaigns and they are campaigns. We run all the time. That a job is to move people through our funnel steps. So you create a campaign for each step and you target your audiences according to that, this means you create middle of funnel campaigns, bottom of funnel campaigns and so on. You can even go deeper by the targeting people based on the steps they took. For example, URI target people who added to cart, you retarget, people who purchased, usually target people who only viewed content and so on. So you move them one step through the funnel by each of your retargeting campaigns. The second type is the occasional campaigns. And they all campaigns we run when we have special things to offer. So for example, when we have sales promotions, new product launches, and so on, really target all buyers from the whole year. We can even retarget all buyers, all our business buyers, all our newsletter subscribers, all our social media profiles engages anyone who ever interacted with our brand. With these campaigns, we only promote special offers and special things. However, with every green campaigns, we help people to move through our funnel steps. So that's it for this lecture and the next lecture we are going to talk about the different layers of retargeting. And for sure we are talking about the Evergreen campaigns. So stay tuned with me and let's meet in the next lecture. 80. Different Layers of Retargeting (The Evergreen Campaigns): Hi there and welcome to this lecture. In this lecture we are going to discuss that definitive layers of retargeting. We are talking about the evidence green campaigns for short. I'm going to help you to understand your customer journey more. And I'm going to show you how you target each step of the funnel. We will start this lecture by this very important note. And effectively targeting strategy is one that three targets your prospects depending on their current position. And that says funny. After finishing this lecture, you will understand this more. These are the different steps a customer take an order to actually purchase from your store. So first we have the ads, then the product page, then the add to cart, then in shaded checkout and then purchase. Since you have all of these steps from the adds to the purchase action, this means that your customer can be in one of these five steps. Let me show you this image in here. So we have different audiences depending on the step our audience is. So we have different audiences depending on their positions inside of the sales funnel. Let me start first with the audience number one. And in here we are talking about people who watched your ad, but they didn't do a thing. Maybe they engaged with the ad, but definitely they didn't click on the link. They didn't take any action towards moving to the store. This is the first audience, the people who only only so our ad maybe engage with it and this is it. Then we have the audience number two, and this time we are talking about people who saw the ad, took the call to action, move to the product page and didn't move further. So those are people who viewed the content, but they didn't do more. So they clicked on the button, they clicked on shop now, or maybe learn more. Landed on your product page. And this isn't, they didn't take any other action after that. Then we have the audience number three. And in here we are talking about people who went through seeing your ad moving to the product page. Then they clicked on the Add to Cart button, but they didn't take any further action. So the last step they did was to add to cart. Then we have the audience number four, and this time we are talking about people who saw the ad move to the product page, click on the Add to Cart, started at checkout and stopped. So this is the last action they didn't move to purchase with the audience. Number five, we are talking about people who took the entire road and both your product. So depending on the position in here, we have five different audiences. As strongly targeting strategy would mean retargeting each of these groups in a separate campaign because each group includes people who have different experiences with your store. Taking, for example, the audience number one. And here we are talking maybe about people who watched 25% of your video ads. We need to target them with a new ad that focuses more on your unique selling propositions. Maybe we tried to anticipate more curiosity and the play on pain points, we need the audience number one to click on the button to move to the stored. So we need to show them new ads within the retargeting campaigns that anticipates curiosity. So they take the call and they move to the store. Now concerning the audience number two, and then here we are talking about people who viewed the content. And in this case, we need to build up more trust with those people. They are people who lended. And our product page checked out the product by, but they didn't buy. So maybe the problem was that they didn't trust us enough. Maybe they didn't understand the product well. Maybe they needed more details. That's why we hit them with ads like press reviews, testimonials on maybe how to use the product ads. Now moving to the audience number three, and in here we are talking about people who actually clicked the Add to Cart button. So we target them also with testimonial ads. But this time, for example, instead of including written testimonials or maybe it's showing different phases. We add one detailed testimonial video and order like to enforce the social proof in here, we can also use unpacking Eds before and after ads, or use dynamic ads for a more personalized experience. Now concerning audience for, and it is very similar to audiences three, in this case, we can do more testimonials, may be at this level, we can even offer a discount. Or we can also use dynamic ads for a personalized experience. Now for audience number five, in this case, we are talking about people who already both from us. So we can do target them with cross-selling ads or refilling EDS. So if you are selling, for example, shaving soaps, you can retarget, you'd all customers with refilling adds after two months or three months depending on when your products will run out. So as recommendations, remember that for each group you need to exclude the other groups. So if you are doing this kind of retargeting, like if you already targeting bi-layer, whenever you already targeting one group, you need to exclude all the remaining groups in order to make sure that you are showing that right ads for the right people. Now concerning audiences 34, you can combine these two audiences. If you think that the sizes are small, you can combine them. But if you want to offer a discount, I highly recommend you to only offered this discount for the audience number four. Now for the audience number five, just remember that the emails Of those people are being saved by Flavio or by Shopify or by any email marketer, software provider. So you don't need to worry about those people. You can always reach out to them via emits. That's it for this lecture. I hope that that will help you to create amazing retargeting campaigns for your business. The next lecture we are going to see how to do the targeting for a small business. So stay tuned with me and let's meet in the next lecture. 81. How to Do Retargeting for a Small Business: Hi there and welcome to this lecture. In this lecture we are going to discuss how to do the targeting for a small business. If you have a small business, this means most probably your audience sizes are also small. This case, instead of running multiple assets with small audiences, I recommend you to do the following. I recommend you to combine all of your retargeting audiences inside of one etc. Because in this way you will be giving Facebook more data to work with. So instead of running multiple assets with small audiences, you will have one, et cetera, with all the audiences you want to retarget. This includes upset visitors, people who viewed the content, people who added to cart, people who initiated checkout, facebook and Instagram engages. Also when you're creating your custom audiences, I recommend you to go with the biggest time windows for the same reason because you want to create the largest audiences you can create. You need more data, you need to get Facebook more data, and these are your options to do that. You combine all of your audiences inside of one ad set. And second, you use the biggest time windows ever, like 180 days or maybe 365 days for Instagram and Facebook engages. And finally, when it comes to the budget, you can go as low as $5, believe me, maybe $5 can be enough for you if your audience sizes are small. So not complicated thing. Start with a small budget. See the results, check out the frequency of your ads, see what's happening. And based on that, decide whether to increase your budget or not. The next lecture we are going to talk about the different retargeting campaigns offers and types. So make sure to meet me in the next lecture. 82. Retargeting Campaigns Offers and Types: Hi there and welcome to this lecture. In this lecture we are going to discuss the different offers and types of the retargeting campaigns. Well, let me start by giving you some ideas about what you can do with your retargeting campaigns. So first you can tell your customers to move to the next step in your funnel. So for example, if people added to cart, you can tell them to purchase the product. If people viewed the content, you can tell them to buy the product. Also, you can do social proof, so you can run the creatives with testimonials and reduce. Those are very important because they build trust with your customers. People who already visited your stored or had some kind of interaction with your brand are more likely to buy from you if they trust you. And testimonials and reviews help people to trust you and your brand more. That's why in your retargeting campaigns, focus on running social proofs as they usually work very well. Also in your retargeting campaigns, you can create urgency. For example, you can tell your customers to shop now so they receive that gift by Christmas time or Shop Now before we sold out, these kinds of creatives grab the attention of your customers and create urgency and they push people to take action. This is something also that you can test in your retargeting campaigns. And finally, you can do your best to answer common objections. You can use your old you'd all customers frequently asked questions and try to reply them within your ads. Let's say people before buying your products usually contact your customer service and ask about the sizes. So if this is a problem, this is an objection. You can inside of your retargeting campaigns focused on this objection by telling your potential customers that you offer the free returns or that your size charts are very usually detailed and very straight to say 2. And usually they are very accurate and good. So think about the most common objectives people have before buying your exact product, this exact product and try to reply to those objections may be that problem might be that people don't understand how the product works. So you might be running demo product ads and so on. Also inside of your retargeting campaigns, you can offer a discount or invite your customers to join your list and get the discount. Some brands don't like to offer too many discounts. They think that this is bad for them. So you can either offer a discount at targeting or you can invite your customers to join your newsletter and get the discount. So it tells them, for example, get 10% discount when you join our newsletter or you can directly offer them a discount. If you ask me, I also don't like to run direct discounts inside of the retargeting campaigns. I think that this is a little bit very like a very quick discount. I prefer to offer this case calc within my e-mail marketing. So I tend to ask people to join the list and return of the discount. The second option is to offer an up-sell or cross-sell. You suggest the products related to the original purchase. And this, this type of campaigns is for all customers. Let's say for example, you sell this span in here, and I have already purchased the span. You might cross me with new ads selling this other pen with a different color at the same time, with a different color. So this is what we call cross-selling. For up-selling, you are trying to convince me to buy an upgraded version of what I have already. Both. These are also very powerful offers and they work very well for the stores with so many products where you can truly cross-sell so much and with a very defined niche. And you can also do content marketing. You can try to help your customers buy and setting their most common and urgent questions. And this could be very good for some niches, may be better for some niches than others, but this is also a strategy that you can definitely test. And finally, you can do dynamic ads. Dynamic ads or catalog adds is when you tell Facebook to use the algorithm to show people the perfect ads for them so that he targeting, for example, if I have checked the store page for this pen, I would be seeing this span inside of the ad I'm seeing on Facebook. But if another customer, for example, a check the scandal, he would be seeing the candle inside of the ad is instead of seeing the pen. So the dynamic ads work in a way that each customer see the product they have checked. So usually the arithmetic very powerful for retargeting campaigns. Some people use them at the acquisition step and the acquisition campaigns, they are good and it's also a very good option to test. But for the targeting campaigns, they are very powerful because they show each person the product they have checked before. Then this way you are demanding the same customer to buy the product they are have already checked. Let's see these examples. For example, this is an ad from Victoria Secret and here they are including a review. In this way, they are creating social proof and they are building trust with their potential customers. As you can see, it's a very simple photo with a very simple review and the stars to attract attention. Here's an example from Libya, and this is a very direct retargeting campaign example. Here they are saying, saying you came, you added, but you left. This egg is indicated for people who added to cart. So they have created a retargeting campaign for people who added the product to cart and they are targeting them with this ad. We've saved your order and additionally, we are giving you 10% off where the discount code get ten. This is a direct retargeting ad with a direct discount. I'm pretty sure it's a very powerful add and I'm pretty sure it's making sense. Offering discounts directly on the retargeting ads is very powerful. And although I prefer to tell them to subscribe to the newsletter to get a discount. It's also a very good strategy that I use sometimes from time to time and it performs very well. Don't always like, always offer discounts and that they targeting campaigns, but use it as a strategy within your retargeting campaigns. Heat is also an exemplar from Pella case and as you can see, it's all social, social proof showing you, showing Eddie view and here also a discount, a, an example of discount can get 10% off with code care. I'm pretty sure this one is really targeting because it has so many reviews and it's offering a discount. So that's it for this lecture and the next lecture we are going to talk about retargeting campaigns structure. So stay tuned and meet me there. 83. Retargeting Campaigns Structure: Hi there and welcome to this lecture. And this lecture we are going to talk about the structure of your retargeting campaigns. And actually, you retargeting campaigns are way simpler than your acquisition campaigns. As I told you before. For your retargeting, you can go as low as one, etc. If your audiences are small. Because if you have a small business is the best practice to combine all of your audiences within one etcetera. For your retargeting campaigns. You can have one campaign for all of you retargeting or you can have two campaigns if you want to separate your warm audiences, then nude hot audiences. But this is something you only need to do if you are spending too much money each month on facebook ads and you'd business is very big. Otherwise go with one campaign, it's more than enough. Under this campaign you can go with one etcetera PR campaign if your audiences are small, as I told you before, otherwise you can go with mean 34, etcetera PR campaign. And under each etc, you can use two or three ads for your retargeting campaigns. As I said before, it's very important to use social proof adds to use unboxing EDS, maybe more testimonial ads in order to create trust between you and your customers. And finally, if you decided to go with multiple ad sets within this campaign, I recommend you to use CBO instead of ABO. Now it's very important to note that for your retargeting campaigns, that are two metrics that you need to focus on. The first one is frequency and it shows you how many times the same person. So you'd add so you need to take good care of your frequency and you measure the frequency or let's say you keep track of frequency at the add level, not the, not the campaign level. At the ads level, you need to make sure that the same person is not seeing the same ads over and over again. So a frequency that's in between four or five for your retargeting campaigns is okay. But more than that, It's a little bit tricky because this means that people might get bored of your ads. Also, it's important to follow the comments on your retargeting ads. See if people started to say, for example, that they have seen this too much. In this case, this is a sign for you to try in your creatives. Make sure that your audience is not bored by your ads. That's it for this lecture and the next lecture we are going to talk about how to set up your retargeting campaign statement with me because in the next lecture we are going to move to the Ads Manager to see how to set up your retargeting campaign. 84. How To Set Up a Rtargeting Campaign: Hi there and welcome to this lecture. And this lecture, we are going to see how to set up your retargeting campaign. Setting up a retargeting campaign is very similar to setting up any other campaign on Facebook. So we've already seen how to create a campaign on Facebook. The only thing that actually change is the audience selection. So I'm going to my Facebook ads manager, show you how we can select the audiences and how we can add them to your headset. So here I am inside of my Ads Manager, and this is a trial campaign. And as you can see, I'm at the audience level. And here, instead of starting to fill out the detailed targeting, I'm gonna in here to choose my custom audiences. So as you can see, I can choose between Instagram interaction, pixel, purchases, Facebook engages, and so on. These are all audiences that I have created based on either the pixel information or based on Instagram and Facebook engages. Or you can also upload your newsletter list if you wish, or maybe your old customers list, and also add this as a custom audience. This is the only thing that change. There are the audiences in here. You choose within this ad set, and you can choose multiple audiences. So for example, this is the first audience, this is the second audience, and so on. Okay, For locations, age and gender, I recommend you not to change anything because you've already selected the audiences you want to retarget. So no need to put more criterias and get the algorithm confused. So only pick the audiences and that's it. If you have multiple ad sets at the campaign level, you would need to activate the CBO. So you would need to decide what is your daily budget for the whole campaign instead of putting the budget at the Ad Set level. And that's it. So that's it for this lecture and for the whole retargeting section. The next section we are going to talk about how to scale your campaigns. So stay tuned and meet me and then x Section. 85. Scaling When to Start and Some Facts: Hi there and welcome to this lecture. In this lecture we are going to talk about scaling and exactly we are going to discuss when to start and we are going to see some facts about scaling. Scaling campaigns are campaigns that you start running after you validate your offer and product. Only when you make your offer and the product valid, you start running your scaling campaigns. Scanning is estab that comes at an x level. So after doing everything you have learned in this course, including done in your testing campaigns, checking out that creatives, finding out what your audience looks like and what your audience doesn't like and so on. You start thinking about scaling. Here are some facts about scaling. Fact number one, scaling campaigns are less profitable. The more you increase your budget, it means you are saturating your audiences more and more, you'd add, fatigue will increase and your ads costs will increase as well as the scaling phase, be prepared to be paying more for your cost of acquisition. So keep in mind that your ROAS will decrease and you'd adds, ROI will decrease as well. Scaling campaigns always reach a point when you might need to kill them because they are not the profitable any more. You might start a campaign, thin campaign. This campaign works very well and just start scaling the campaign and you are very happy with the results. At some point, your numbers will not be as good as before because you are saturating the audience, you will start to see some decrease in the numbers. Then after a while your campaigns might not work anymore and you would need to kill them. So this is a fact that you need to keep in mind. You're scaling campaigns will reach a point when they are no longer good for you and you need to kill them. Now the fact number two, don't ever stop testing just because some of your campaigns are working well doesn't mean you can't stop testing because as I said, I said before, scaled campaigns are doomed to die at some points. You must keep trying new things. So when this campaign is already like not giving you any series anymore, you can move to a better campaign with method results. The fact number three is scaling is not only about increasing the budget, and this is a surprise for many people, but scaling the budget or increasing the budget is only one way to schedule campaigns. And it's actually the more boring way you start adding money and this is it. No, there are many more creative ways to scale your campaigns and we are going to discuss them in details in the next lecture. So stay tuned and meet me there. 86. Three Different Ways of Scaling: Hi there and welcome to this lecture. And this lecture we are going to talk about the different ways to scale your campaigns. The first method is to increase the budget slowly each week. This is the most common scaling method average. You start by increasing your budget gradually, maybe 50% each week. Because when you increase your budget gradually you give Facebook algorithm that time to adjust the, adjust the new budget. If you go with a very big increase, like maybe tripled your budget, this might be a little bit confusing. So the algorithm, so take it easy in case your budget gradually. So in this way you will give the algorithm that needed time to adjust. Also, you don't want your acquisition costs to go crazy. So increasing the budget suddenly might mean a huge increase in your acquisition costs. So keep it simple and slow. Finally, watch for campaigns. Fatigue when your cost per acquisition is higher than the acceptable value. This means that you can paint is already at the fatigue stage and you might need to kill it. The second method of scaling is the horizontal scaling. With this method, you take what's working and you show it to more people. This means testing new advertise, new interests and new audiences. I usually start with the new introduce, maybe new audiences. Then I move to new avatars. Also, it's very important to use your best performing offers and the creatives and expand your audiences based on them. You already know that those creatives work very well. So test them with new audiences and avatars. In my opinion, this type of scaling is one of the best methods ever because it allows you to expand, brand, make it bigger, and it allows you to run out of the fatigue problem. Now moving to the method number three, and it is to simply grow your business. And you do that by launching new products, selling a new locations, or selling in new platforms other than Facebook. If you want to scale, either you start by increasing the budget or exploring new avatars, or by growing your business. Usually, the most logical timeline is to start by increasing the budget. Then when you'd campaigns are already at the fatigue stage or even before that, you start testing new avatars, trying to scale horizontally with a new interests and so on. Then also, you move on to growing your business by launching new products in order to be able to cross sell them to other, to older customers. Or you start to sell and new locations, or you start to sell a new platforms other than Facebook. That's it for this lecture. I hope that this lecture will help you scale your business and your campaigns properly. 87. Should You Exclude Your Old Purchases From Your Campaigns: Hi there and welcome to this section. This is Section 13 of this course. And I'm creating this section in order to help you by replying to the most common questions I receive about Facebook ads. That's why I'm planning to keep updating this section whenever a new question comes out in the first lecture of this section, we are going to address a very important question. And many people actually ask this question. And it is whether you should be excluding your old customers from your Facebook ads, campaigns or not? Well, it depends. First, it depends on your business age and how many Alt customers you have. If you are just starting out, if you don't have any old customers or if you only have few old customers, you don't even need to worry about that. However, if you have been running ads for awhile or if you are planning to grow your business. So at some point you would have a good number of old customers. This is a very important topic that you need to consider. Whether you should be excluding your old customers or not depends mainly on your campaigns and what you are advertising for. If you are a one product sold and you only sell one kind of products, it doesn't make sense to advertise for people who already both from you. So in this case, you need to exclude your old customers or if you have been running the same ad campaigns for months and you are still advertising for the same collections, are the same products? Yes. You need definitely to exclude your old customers. However, if you are, for example, launching a new product, if you are launching and up-sell, or maybe a cross-sell to an older product you have. In this case, you don't need to exclude you all customers. You can't keep them inside of your campaigns. However, in my opinion, the best practice in this case would be to run a campaign, the acquisition. So you run a campaign for people who don't know anything about your brand. And at the same time, you run a retargeting campaigns for your old customers. Your customers had a different experience with your brand then new customers or new leads or new traffic. That's why treating them in a different way can actually help you to increase that conversion rate. You can speak with them out of loyalty, out of trust. You can, for example, built up on their previous experience they had with your stored with your brand, with your products in order to sell them. However, you can't do that with people who aren't seeing it asks for the first time or getting to know your brand for the first time. So the best thing you can do is to run top of finance campaigns for new customers or new visitors to run separate campaigns for your old customers. So you need to exclude your old customers from your top of funnel campaigns and also from unit usually targeting campaigns because they have already both. So you need to create for them dedicated campaigns where they are seeing different offers, different products, where you are speaking to them in a different way. If you are wondering how you are going to do that from the technical side, it's very easy. You just need to create a custom audience of Facebook, of your old customers. Not only the lie on the pixel data, also use the audience coming from clouds IO, or import your old customers list from Shopify. And exclude this custom audience at the Ad Set level on each of your assets. And that's it. That's it for the first question and the next lecture we are going to tackle a very important question, sustained tune with me and let's meet in the next lecture. 88. Should You Offer Discounts at Retargeting Campaigns: Hi there and welcome to this lecture. And this lecture we are going to reply to a very important question and it's a very common question also, it's about retargeting campaigns and discount codes. Many people wonder if they should be offering discount codes directly and that retargeting campaigns. Or if this is a bad practice because you would be like a training your customers to buy from you when you are offering discounts? Well, there is nothing wrong. Absolutely, There is nothing wrong with offering discount codes, retargeting campaigns. However, in my opinion, there are some best practices that you can use. For example, instead of offering discount codes and you're retargeting campaigns, you can do remind your customers that they can get a discount if they sign up to your newsletter. So you can include that in your ad copy or in your ad creative. And in this way, instead of only offering them the discount, you are also collecting their leads. The second thing you can do is to dissect your retargeting campaigns. So instead of offering your discount to all of you retargeting campaigns, you can offer a discount code for people who took like more serious actions towards buying. So you can offer the discount codes for people who added to cart or who initiated checkout. But in order to do that, you need to have a good amount of traffic because you need to be able to diversify your audiences between people who added to cart, people who initiated the checkout, and people who viewed the content. As I told you before, there is nothing wrong with offering discount codes directly and that targeting campaigns, actually many brands like to do that, especially now after I've asked 14 update because they can offer a discount code and they can track the results directly through this discount code. They don't need anymore to rely on Facebook Ads Manager or anything. They can direct, you know, how many ads they made out of this exact ad. Because they know that people are using this exact coupon code. That's it for this topic. In the next lecture, we are going to tackle another important question about Facebook ads. Make sure to stay tuned with me and let's meet in the next lecture. 89. Should You Run Ads Toward Homepage: Hi there and welcome to this lecture. In this lecture I'm going to reply to accompany question I receive about your ad link and whether it is okay to direct people toward your store homepage, instead of directing people to hold your product page or your collection page wet. In my opinion, you should never, ever, ever direct people toward your homepage. While you'd homepage is the most important page in your store, It's the most visited page, especially if you are doing any kind of organic traffic, people like to check your homepage, It's very important to put time and effort into designing your homepage. However, you should never ever direct your ads towards your homepage. Because when you direct your ads towards your homepage, this means that you would traffic first land on your homepage. Then after landing on your homepage, should decide how to find or should actually figured out how to find your products, then go to Collection Pages, then go to your product page. This is a long growth to take. This road can be very distracting. I don't recommend you to direct people toward your homepage unless you are selling one product or you have a very small catalog other than that, always that actually adds towards the relevant product. So if your ad is talking about a product that's named x, you should be directing people towards the product page of x. If you are running a carousel edge showing multiple products, you should be directing, you would add toward the collection that shows these exact products. You should never confuse your traffic or people who land on your store. So always direct you'd ads towards irrelevant link, whether it is a product page or maybe a collection page. That's it for this section. And thank you for watching. And remember if you have any questions about Facebook ads, you can always leave this question for me. And if I notice that it's a common question, I will record a lecture about it and I will be adding it to this course. 90. Thank you: Thank you for watching this course and for staying up until the end. I really appreciate that and I truly appreciate the huge effort you have put this course is very big. So I truly appreciate that you took the time to watch it. I'm even flattered for that. So thank you. If you want my professional help to audit your business or to help you with your Facebook ads. You can always DM me on Instagram or you can check out the services I offered inside of my website and contact me from that. Since you watch this course up until the end, I will assume that you liked it. That's why I would recommend you to check out the other courses I also offered here on Skillshare. All my courses are meant to help e-commerce stores owners to grow and scale their businesses. I'm pretty sure you would be interested in all of them. Finally, I want to remind you to follow me here on Skillshare because in this way you will get notified each time I published a new course. And finally, I want to remind you to review this course. Your feedback and reviews mean too much to me. So please take a few seconds to review this course and tell me what did you think about it. Don't forget to check my other courses. See you there.