Facebook Advertising MasterClass for Shopify-The Ultimate Guide to master Facebook ads for eCommerce

1. Introduction: Hi there. Welcome to this course and thank you for choosing this course between all the other courses on sketches. I really appreciate that you're trusted me with your time and effort. And I promise you that in this course you will learn everything you need to know an order to run successful Facebook Ads campaigns for ecommerce. Although e-commerce is a wonderful revenue source, unfortunately, more than 90% of people trying to create a successful e-commerce business, just feel and the quit. And the reason behind their failures is that they are not applying good and efficient marketing strategies. Hi there I am rehab. I am an online instructor and an e-commerce courts. And in the last ten years I have been helping people to build and boost their e-commerce businesses. And in this course, I'm going to help you to boost your business using the power of Facebook ads. This masterclass is the ultimate guide of Facebook ads for e-commerce. Whether you are a complete beginner or an expert, I am sure that you will learn a lot from this course. This course is not only loaded with tons of valuable information and strategies, but also you will be learning in a very funny and effective way. Most of the lectures, our whiteboard videos with a lot of animations to keep you engaged and entertained the whole course. In this course, you will understand the welder concepts and I'm doing my best to spare you any confusion. So stay with me because through these lectures you will never be bored or overwhelmed. In this course, you will learn everything related to Facebook ads, starting from the basics up to the most advanced techniques, you will learn everything you need to know in order to be successful with Facebook ads. Now, let's see what you will be learning in this course. Firstly, we'll see how Facebook ads works and what do you need to do to create successful ads. Then we will see how to create stunning photos for your products for free, and how to create converting videos that will catch the eyes of your prospects and make them hit that buy button. Pull out dedicated cards. Then we will see how to create attractive thumbnails for your videos and how to enhance your copywriting and drive better at texts that will seduce Facebook users and make them read you would add k3. Then we will see that things do you need to do an order not to get banned from Facebook? We will explore what is Facebook Pixel and why it is important for your business and how to install it on your website. Then you can see which covers and event to choose for your pixel. After that, we will explore the secret that nobody shows you elsewhere to succeed and Facebook ads. Then we will see how to choose your campaign objectives, your daily budget, and the devices you want the ads to show on. Then I will show you how to choose well your target audience. In order to show you, add two people that are really interested in your products is a very important section and it's divided over multiple lectures. Then we will see together how to do efficient retargeting campaigns with different layers. Not just basically targeting campaigns. Then moving forward we will see how to create an ad with thousands of likes and comments and share how to read data at which metrics you need to concentrate more on. Then we will see how to know if our product, the winner product, or went to kill an ad and when to scale it. Then we will see how to scale well your campaigns both vertically and horizontally, and how to use effectively the lookalike audiences and many, many other things. This nicely class is the most complete course on the subject. If you mastered the strategies I will teach you in near you will definitely succeed in e-commerce. And you will be able, starting off tonight to finally build successful campaigns that cell. This course took literally more than 400 hours of dedicated work. You will not find in this course what you usually find on traditional courses. That is, no. And this course was structured and built to save you time at to help you to their maximum marks. All the scripts were prepared in advance with many detailed examples. So in this way, you will not be wasting any minute with me. Each minute you lose any dating whether to take this masterclass or not as a huge waste, starting from the moment you will end up here you executions of fading Facebook ads role more valid. Everything you need to know in order to succeed is only one click away from you. So enroll now and start watching this course. Because in this course you will master Facebook ads and you will be able to start taking your business to the next level. If you are now trying to find excuses, like I don't have too much time, I can't do it. Well, I need to tell you that this masterclass was structured to be detailed, organized, and compact. Each minute of this masterclass is valuable, each lecture is valuable. I highly recommend you towards all the lectures from the beginning up until the end. And to not miss any minutes. Watch the lectures, take notes. You watch them again and again. And don't start learning good ads before you make sure that you have grasped all what in this course. And when you are not sure about anything, I recommend you to go back in here and you watch the lectures that could help you. So watch the whole course, be very sharp. Get a pen and a pencil and take notes. Because this course is meant to help beginners and advanced people and to learning Facebook ads and the best way possible. Before moving to the next lecture, I want to invite your first to follow me here on Skillshare. Because when you follow me you will get much fights first, when I publish a new course. Second, I want to invite you to follow me on Instagram and to subscribe to my YouTube channel. I always said very valuable tutorials and free materials, both on Instagram and on YouTube. So I highly recommend you to go that and to follow me and to learn from the three things I shed and that. So this is it for this lecture. Let's move to the next section and let's start learning Facebook ads for e-commerce. 2. Understand How Facebook Ads Works: Hi there. And welcome to this lecture. I know you've been using Facebook for years. I have been using Facebook for upto 11 years. Can you believe how much time passes quickly? Well, yeah. So you've been on Facebook for years. You use it to communicate with your friends. Maybe to spy on your high school crash, maybe to let your family who live the road check out the photos off your Children. You like your friends photos, You congratulate them on their achievements. Maybe you use Facebook to check out your celebrities or to check out the latest names. In simpler words, you use Facebook for fun. Facebook is not a traditional advertising platform. Facebook is an entertainment platform. And in order to master Facebook ads, you should understand this fact. Very well. People are on Facebook toe, have funds to laugh and to enjoy their times. They are not there to buy, because if they wanted to just buy something, they would goto Amazon to eBay and not Facebook. A successful Facebook at is a dead that can give Facebook users what they are seeking entertainment. So you need to create an entertaining ad, something that the audience you are targeting. Enjoy seeing Facebook wants to see people interacting with your head, clicking on the links, commenting, liking and sharing. Facebook wants to improve its users experience. The more engagements you get on your ad, the more Facebook will know that your ad is well received by its users. So Facebook will show it to more people you're at costs will go down and do the prophet. When directly go up, try to search for a while Product A product that will blow the mind off your audience something in new and exciting that people will like something that you reviewers will not find in the shops near their houses. Try to create a no, some video and the creative ad copy to make people enjoy their time. Why see your abs? Because if your product is classic and you're at copy is boring, people will just keep scrolling and your city are will go down and the s cause will skyrocket. So your aim is to find an outstanding for that to optimize your ad, copy your video or your image, and to choose a perfect targeted Hodgins then and only then we will start talking about making money through advertising on Facebook and about choosing the amazing features off the Facebook at 12 to stay in your business. Facebook Ads Mentor is one of the smartest marketing tools, and it holds many fascinating options. And one off its most powerful options is the one that allows you to target people that there are similar to the ones that are ready both from you. This feature, if done well, will definitely decrease your at costs and increase your profits. In this master class, you will explored everything related to Facebook ads starting by how to design your at photo and you add video and how to write your at text and how to use Facebook as toe target . Exactly the right people. Also, we will see how to use effectively, very targeting and how to use Facebook pixel and look alike audience to boast your business and many, many other topics that will let you master Facebook ads and the Skyrocket uses 3. Introduction to Facebook Ads Campaign Structure: hi there. And welcome to this lecture to master Facebook as, and to really be able to use it to scale your business and to take it to the next level, you should first understand what our Facebook as campaigns and how they are structured. A Facebook s campaign is divided over three Elevens. In this lecture, I will walk you through the's three levels and explain to you with the options you can control at each level. The three levers are the campaign 11 the exact level on the 11. Each campaign can contain different exits, and each exit could contain multiple ads. When you go to ads manager and you proceed into creating your first at Facebook books to step by step through creating your campaign first your except next, then your ads at the campaign level, we have to choose our marketing objectives. We have to explain to Facebook. What exactly do we won't do? We want to reach more people. Do we need to do some brand our nous? Do we want to get more traffic to our red side, or do we want to do the rate leads or maybe have sampled versions through this master class . We will dig deeper in each one off these objectives, and you will explain to you which one you should choose to get maximum results for your business. But for now, we are only going to introduce you to the different campaigns reference. So let's get back to the exact level at this 11. You choose the schedule off your ad when it starts, and when it ends your daily budget, the audience you want to target and the ad placement, let's say I want to target people in France and people in U. S. A. And I'm not sure which location will work best for me. I can create two separate at sets, and I tell Facebook to target people in France and the first asset and people in USA in the second. Except and this way I will be able to be in control. How is that? Let me show you when I start running my ads. And if I see that friends at Set is working better, I can't keep it running while I can shut down the U. S. A one or try to optimize it. Also another example, If I have a certain doubt that people having how are we, will be more interested in my product than people having an iPhone? Then I will create different at sets, each one targeting people, having a specific phone and see which one converts better and then shut down or optimize the 2nd 1 Personally, I prefer creating multiple at sets in orderto have more control and to see which one is performing better than others and skated after we have seen the 2nd 11 which is the exact level, will move to the third level, the 11 at the several. We will choose everything related to our the copy, the images that fill you and dealings and everything. You can also put different ads under the same act sets, which is something I personally prepare not to do. I prefer toe only put one ad under each access. In this case, all the budget will go through this ad, and I can really measure its performance because if I put two ads under one at that, then Facebook will assign the budget that will go to each and I really don't like this. So if I want to test to Ed's to see which one is better. I create to add sets, and I put one ad for each except and then I start testing. This tractor is only meant to give you a quick introduction into Facebook ads campaigns. So if you felt anything unclear or blurred, please do not worry because on the coming lectures we are going to dig deeper into the different Facebook ATS campaigns levels. And we are going to reveal to you the best practices you should use in order to scale your business and make more profit. So stay tuned with us and let's meet in the next lecture. 4. Understand the CBO (Campaign Budget Optimization): Hi there. In this lecture, we are going to talk about CBO, which stands for campaign budget optimization. In order to understand the CBO. Let's take a look about how it worked before Facebook decided to introduce this new feature . So in 2017 and before advertisers chose the objective off the campaign as the campaign level and they assigned the budget for each at set. Let's say you want to send a product so you create a campaign with conversion as objective . Your target audience is located in three countries. U. S A. Friends and India. So you create three EDT sets the 1st 1 to target the U. S. A. The 2nd 1 to target friends and the 3rd 1 toe target India, and you need to assign a budget for each at set. Let's assign $20 per day for the 1st 1 $15 per day for the 2nd 1 and $5 per day for the 3rd 1 In this configuration, you have the control on the budget spent for each at set. Then you have the possibility to create three different ads for each at set. What will happen in this case is that Facebook will decide the amount off money to spend on each. For example, for the first at set, Facebook could decide to spend $15 on the first add $4 on the second ad and $1 on the 3rd 1 off course. It's not a random decision that Facebook takes. Facebook assigns a budget for each ad in order to make maximum results. Some advertisers use this method in order to compare their EDS and see which one is performing better, and it could work for you. But I personally had little success with this. So if I have three ads and I don't know which one is better, I prefer to create three X sets and put only one ad in each one. This way I have the control on the amount off money spent on each ed, and if I cnet performing poorly, I kill it manually because sometimes Facebook could go extreme and allocate 95% off the budget on one. So you should know that before 2017 you precise the budget only on the outset. Love it. On the eight off November 2017 Facebook introduced the campaign budget optimization or the CBO, which allows ads manager toe optimize a campaign even further by deciding how to divide the budget between at sets, not just adds, let's check the definition off. CBO given by Facebook Campaign Budget optimization is a way off optimizing the distribution off a campaign budget across your campaign ad sets. This means Facebook automatically and continuously find the best available opportunities for results across your ad sets and distributes your campaign budget increase time to get those results. This option was optional, so at the campaign level, you can choose to use the CBO or not. This means that instead, off us dedicating the exit budget and how much we want to spend for each target will simply tell Facebook how much budget we have for the entire campaign, and the algorithm will distribute it as it sees fit. So let's go back to our first example if you choose to run the campaign using CBO instead off telling Facebook to allocate $20 for US A $15 for friends and $5 for India, you would assign a budget off $14 for the whole campaign, and let's Facebook decide how he will distribute it in a way to maximize the conversion you asked for. For example, Facebook could decide to allocate $5 for yes, a $15 for friends and $20 for India. And he always keep adjusting in order to get maximum conversions. For example, if he saw that Indian audience is saturated and the cost off purchase is increasing, he decreases the budget off India and allocate more budget to friends and U. S. A. In addition, you have some control. For example, you can tell Facebook the minimum and the maximum budget you want to stand on each audience . For example, you can tell Facebook to spend a minimum $2 per day on the Indian audience and maximum $10 per day. Let's sum up before we continue. If you want to have full control on the budget for each at set, you have to use the classic method. But if you want Facebook to decide how much to spend on each at set, you should work with CBO. A recent decision by Facebook to make it mandatory for selected accounts starting Sept 2019 has put campaign budget optimization in the spotlight. So, for some account, starting Sept 2019. The CBO is mandatory, and those accounts must use CBO if you are one of them, and you still want to have control on your budget for each at set. Don't worry, I have two solutions. Let's suppose you want to create three EDT sets and allocate $10 per day for each one, and you must use CBO. My first solution consists off, creating three campaigns one night set for each campaign and put $10 as a budget for each campaign. Since each campaign has only one I set, then all the budget goes toe. This at set. My second solution consists off, creating one campaign with $30 per day budget and creating three at sets inside off this campaign and for each other, said you have tow ad spending limits, as I showed you before and for each at set. You have to add standing limits as I showed you before. You have to precise the minimum spending as $9 the maximum spending as $12 this way. Each at Set will get an average $10 today, but it so after understanding the CBOE and the difference with the classic method I will share with you the middle. I use myself in my business. So let's say I am testing then that sets I create 10 campaigns with 10 different at sets, one at set for each campaign and I locate the same budget for all of them. This way I have all the control. After testing for a couple off days, I choose the best performing EDS. Let's say three ads perform good, so I keep them running and I killed the seven other EDS. I then create a new CBO campaign and I put those three at sets in this CBO and I increase the budget to let these three winning at sets compete against each other. I know it was a very long lecture. Hope everything was clear. See you in the next one. 5. How to Check Out Your Competitors Ads: Hi there and welcome to this lecture. And this lecture, I'm going to show you how you can check out the ads are, competitors are running. Actually, this is something very important for many reasons. First, it will allows you to be creative to get fired because it's way easier to create ads when you are, you have a point about what other thing that work in your niche and what are the things your audience actually love? And second, that will help you to create battery creatives than your competitors, because you will be able to see what they are doing and maybe try to do better than them. Remember, inside. As many brands tend to offer discounts or maybe I tend to use some kind of offers to attract clients. And that is something that you, that can help you because you will know what your competitors are offering. And this way, you will be offered something similar or maybe something better than what they are offering in order to attract the customers. Do sword instead of letting customers go to your competitor's stores as well. Spying on the big brands, like the big guys, Indonesia is very important because it really big brands and big niche and big stores used hire freelancers at copywriters to write that ad and to optimize their stores and everything. So it's very good to get inspired from them to see what kind of language, feelings with details they use inside of their ad copy. And this way you can use these, these ideas and implement them in South of your own ad copies. So always, always check your competitors, check your same level competitors and check the big guys in your niche. Because this way you will get a lot of ideas that will help you to run successful ads. The tours we are going to use in this video is Facebook ad library and the tetra provided by Facebook that allows us to check all the ads that a star is running, whether on Facebook or on Instagram. So let's pick any random app, you know, let's for example, take for example the rebook or added us that he does like that. And this should be the one. Okay. So as you can see, these are the ads that I did ask is, are running and they are running it, running them in different countries. Let's pick a country. We know maybe where they speak English because the first add in here are not an English. Let's for example, pick USA, United States. And let's see what kind of ads they are running. And let's apply another time once more. So I'm now seeing the ads that they are running inside of USA. So for example, for this ad, I can see for how long they have been running this ad and the add IV and they can't check that. I can't see that and the targeting of the ad, but I can see everything about this ad. So if I go back in here, I can see, for example, that they are running this ad for their shoes. They are running these ads, for example, in here. They are here, for example, they are running an ad for a recycled shoe. That's why they are putting. And if you scroll down in here, you will see all of the remaining ads. And sometimes you will see all of the older ads as well if they didn't remove them. Okay, If we go up in here as well, we can choose two. Choose the ads on Facebook or on Instagram or messenger began truth to see the active or inactive as. And we can choose even the date. So as you can see, this tool is very important because it will help us to see what our competitors are doing and to get inspired, I highly recommend you to check your competitors using Facebook ads library to see what they are doing. And use that data you have collected while you are creating your own ads. So that's it for this lecture. I hope it will be helpful for you. Stay tuned with me and let's meet in the next lecture. 6. How to Create Awesome Images for Your Ads: Hi everyone. Hi everyone and welcome to this lecture. This lecture is actually a newer action and I'm recording it and 2021 to show you how you can now design your Facebook ads images in a very easy way and in a very professional way. The website I'm going to use during this lecture, it's called Canva. It has a free version. You can work with it if you wish. And it has a pro version and it's not that expensive, maybe $12 per month or something like that. But it actually deserves every penny because Canva offers you hundreds and thousands of options and templates that you can use, whether to design your Facebook ads, images or your social media images or your boss or everything. So if you are into designing, if you use social media a lot, if you create images, maybe you create ads. I highly recommend you to go with Canva and to go with a pro version. You have a one-month trial. So you can use that trial, check it out before deciding. But I don't have an affiliate link. I just love Canva. It's very good and it offers tenth of options that will make your life way easier, especially that we are going to use Canva both to design your images and videos. And yes, even if you don't have videos for your product, if even if you only have shoots like France side left, right, top shoots, we are going to use them to create awesome videos. So the following lectures, this lecture and the following ones with remaining mainly related to that. So stay with me because I'm showing you different type of images and videos you can create through Canva and images and videos you can create even if you don't have any video. And I know many e-commerce stores owners face this problem. They have photo photos for their products, but they don't have videoed and they know producing videos might be costly and might be time-consuming. That's why we use what we have. So we have the product images because we are distinct them on Shopify, you should be doing that at least. So we can already work with these images to create videos for our ads, because videos convert better. And even a small video with a small animation can do a lot of engagement. But that engagement than an image with no animation. So in here in Canva, you can check it if you'd like Facebook ads, you just turn into Canva and you are in here. You have Facebook ads, Facebook app at Facebook shop ads, you have multiple kinds of ads that you can start with. I'm going to start with Facebook. Add as a general rule. I prefer to go with a square size because most of probably I'm going to use the same image for my Instagram. So it's either this one or the four by three sides. I will start with a square, but the same rule goes to everything. And in Canva, you can change the image size even after designing it and creating it. You can go back and resize it, and it's super simple. So these are templates provided by, by Canva for Facebook feed, static ads. However, maybe we don't. Not all of them are relevant to us, but as you can see, many of them featured a product that is, for example, a product. A product, it's a cell phone that this might be a product as well. This might be a product. So as you can see, you can get inspired from here and maybe start with one of the templates or create your own template from 0. So as you can see, this one is very noisy. It's for a bottle, it might, you might be selling this one. Actually, I work with a client that has this niche. And this photo is quite nice. As you can see, there are unlimited options. I'm going to start with one of them. Let's start for example with this one. I'm going to show you how we can use this design to apply it your own product. Okay, before that, I'm going to have to Google and I'm going to pick any random product, anything. And I'm going to create elements of this product. Let's say for example, you said, let's go with shoes, shoes for kids. I'm going to Google and I'm writing, let's go to Pixabay actually to be on the safe side that you are using copyrighted images. Let's put in here shoes. And let's see what we will get just to get an idea. I prefer to have something like that, because in this way I will have an image that you must most likely have something like that on your store, not something like that. This is converse. Okay, Let's, let's say for example, the shoes. It's a little bit very fancy. It's a converse. Let's download the image from here. We click here, you can choose the size. I'm going to download the biggest. This one seems reasonable. I'm going to download it. And now I'm downloading it. So I'm going to put it on the desktop so I can't I won't lose it. Then I'm going back to adhere to my comfort zone plate. Okay, I'm going to create a new page, but I'm going to keep this one so I can get inspired from it. Although I can go in here and right shoes and see what comes out. Well, give me as an example. As you can see, these are awesome templates for sued. Let's say for example, this one. If you want this template to be applied to this page, you have to have this one selected, not this one. So you have to be in here, you click in here, and you have this image. For example, this is a very nice image for a Facebook page and you, FOR Facebook ad. And you can easily create something like that. So as you can see, they just put some text, some design. It's very noisy. So let me go in here and let me upload the image I just downloaded from Pixabay. And I'm going to desktop. And I'm going to the image, the image. And even yet on Canvas, they have a lot of images. By the way, I am not sure why I didn't pick an image from year. But if you go in here, if we go to photos here, they have also suits. But for sure you will be using your own product images, but they have also here a lot of images. This is a very nice one, for example. So let's say this is your product image. And the first thing we need to do is to remove the background of the image because I want to create something like that. Okay, or maybe let's go back to that plate, maybe something like that or maybe something like that. So what I do is I go in here and I click here on effects. And I click on background removal. Unfortunately, this option is only available for the pro version. So if you don't have a proper version, you won't be able to remove the background on convey would need to use something else. So I'm going to pick here on background removal. You can use gym, you can use any online tool. But I don't I don't actually find it well, that can remove background while keeping Doug good resolution of the product or line of the image or line. So I prefer refugium or Photoshop or something like that. Or if you use Canva by itself. So now I removed the background of the image. Okay, so now I can create whatever I want. I can, for example, remove this one from here, copy this element, put it in here. Okay? I have to copy this one. I'm not sure why. It's not copying the PNG file. Okay, so now this is it. I'm going to resize it a little bit. I'm going to change, for example, this to match the image colors here come back, gives you the image scholars. So this is actually awesome. Let's say for example, I'm going to change these to the scholar. I'm not sure why it's not changing. Let me pick this one. Okay, let me click in here. I'm in here and click in here and I'm going to change this one, okay, Now it's working same for this one. I'm going to pick this one and this is it. And here for sure you can change the message of your, of your ad before Facebook used to forbid images that contain more than 20 percent text on the image. Now it's not the case anymore. Facebook doesn't have this rule anymore. So you can add as much text as you want inside of the image. However, it's not an article, so try to be reasonable while adding text over your images and add something nice, something that reflects your brand. Maybe for example, It's very comfy. It's, it's very elegant, something like that, something that makes sense to your customers. So this is a very simple way to create awesome images for your, for your ads. And remember each brand is different and each product is different. So you have to make your soup, to have, to make it adds personal and you have to make them reflect your brand signatures. So for example, if your signature is that you use direct color, should do the same. You should be reflecting your brand even in the ads because this is how you give your customers always the same feeling, feeling, and you make them always familiar with what you are offering. So if we move up here, for example, this is a very, very nice product image. If you are selling something like that, It's a very beautiful image. It has the logo, that title, it has the product and a very nice way with the shop now which I would call to action. So as I told you before, it's super simple. You don't need to make it very complicated. And in Canada and here, you can play around with that as much as you want. First you can go to templates and check what templates Canva offers. You will find thousands of them. For example, this is a template, a very nice one that you can also work with. You can pick in here on see more and check out more pro, a moral template. There are infinite options as well. You can go in here two elements, and you can add elements as you wish. Also again, add animated elements. I'm going to talk about them in the next lecture. Here you can add elements if you wish. You can search, for example in here for stars, for whatever you want and you find all the elements you want and you put them in here also. And here you can add that text on your ad. For example, if I want to add the text, I just click in here and I added like that. Or if I'm using a template that's already existing, I can click in here and I can change the font, change the colors, change everything. So in here you have the style. So if you are using Canvas too much, it can create a palette of colors for your brand. If you are, if you have a palette of colors for your brand, you must have one actually. So you can edit it, add this palette in this way, you can directly use it. For example, when I click in here, canvas shifts that colors as they're my brand colors, as you can see. And in here you can add an audio. This is something for the videos. And in here you can add videos, and in here you can add background and play around with backgrounds. And you can even create folders for your work and put your work inside of your folders. So as you can see, creating images with Canva is extremely, extremely easy. And the most, the thing I loved the most about Canva is that there are a lot of templates that you can use to create your own images. So this is it for this lecture and the next one I'm going to show you how you can create awesome videos in Canvas by using your own images. So stay with me and let's meet in the next lecture. 7. Best Tips for Creating a Video for Your Ads: hi there, and welcome to this lecture. Promoting your products using a video is one off. Today's hottest marketing strategy is a video is a priceless tools when it comes to engaging your allegiance and promoting products and services. More and more marketers are becoming aware of the power off videos and are using them to give their viewers what they want. Scroll along your news feed and you will notice that it's crowded today more than ever. With videos, you think video is not only more attractive, it also helps you deliver your message clearly. And that's convert more. Sometimes it's hard to show how much product is useful and fun with an image or with text. Videos can explain more without boarding your others. Following are the tips I highly recommend you to use while designing your Facebook video, so videos that don't require sounds and if your video does not make sense without sound at captions, get to the point quickly. Keep your ads short, sweet and engaging to get to the big points Faster. Be entertaining. Remember, people are on Facebook toe. Have fun, so give them what they want. Show your product benefits and how this product could be useful to your audience. Design attractive video stumble, ease. Use the same tips we used to create Facebook ad images in the following lectures I will show you how to design your Facebook as video step by step, so stay tuned. 8. How to Create Simple Videos for Your Ad (Using Your Product Images): Hi there and welcome to this lecture. So now we are back into Canva and now instead of creating images for our Facebook ads, we are going to see how to create videos. Most e-commerce stores, at least the serious ones, have good images for their products. So if you have a product, if you, for example, sell candles or if you sell plants, I'm not sure what you are selling most probably you have good images for your products. So I know producing videos, it's a little bit different than producing images. You might not be skilled in that, or maybe you don't have the budget to do that. That's why in this video, I'm going to show you how you can create a video for you to add without actually having a video for your product. So we are going to see how we can use the images you already have to produce nice, nice videos, even if you only have one image. I prefer if you have multiple images because this is very important for your store conversion rate. But even though if you have only one image, I'm going to show you how we can use it to create good photos for a good videos for you to product. So I'm going to start by, I go, I started actually by searching for Facebook ad videos. And there are many templates in here. Again, get inspired from, I have picked some of them to show you how you can start with these templates to create your own videos. So for example, this is the first one, and it is for a skin care product. So if you are selling skin care product, most probably you have an image like that or maybe an image like that. If you don't have one, you should have, but most probably you do. So you can bring your image in here, remove the background as I showed you in the last, the previous lecture, you remove the background and you simply replace it in here. And this would be your video, as simple as that and virtual, you need to change the colors of this template to match your own brand colors. You go in here to style. You use your blending colors. And this is it. You can change between multiple colors, as simple as that. So this video, just by adding the small animated arrow, makes a good effect. You can even go further by animating the whole slide by clicking in here and in here, choosing to animate. As you can see here, you have different kinds of animation. For example, you have, we can have the blog animation, you can have the brief animation, you can have the fade. You can pick between all of these animations. The most important thing is too quick. It is to choose a quick animation because you don't want to wait to make your customers wait for the ad to load. So as you can see by this small animation, you make a lot of difference. So what else we can see? I have also picked this For example, for you, this is a very nice template for a product. For short, I would recommend you to pick a font that's much easier to be read. But this is also a very nice, very nice template and they have year. You can even add music to your children video and an E, for example, if you are selling shoes, you can use the simple template by adding the small animation in here, removing the background of your product. And adding a title. And this would be a very nice video. You can play it in here to check it out. Also, this is another template, but this time for a story. And as you can see that the blood is very simple yet it's very professional as a template for a story to sell a shoes. So I can come in here and use the same photo of their shoes. Let me go in here to up to the picture I have uploaded. I'm going to delete this one. I'm going to add my shoes. I'm going to effects, I'm going to remove the background. And for sure I'm going to change the colors to meet my brand colors, change the text to meet my offer. But as you can see, you can create a story ad and draws just few minutes. So it's taking a little bit of time maybe because my connection is not that good. But mostly this is it. I'm going in here to Styles and I'm going to inherit to change colors. And voila, this is going to make this bigger. And for sure you can change the colors. If you are wondering where you can find these elements, if you want to create your own template from 0, you go in here two elements. You pick. You'll put, for example, arrows. And in here you choose the animated arrows and they will come, they will see all the animated colors. You can also go in here and pick that color of your brands. If you have one of these colors, I usually don't do that because most probably I will not find elements in my brand colors, but you can do that if you wish. So as you can see, you have year thousands of animated arrows to use. So also I wanted to show you this template and this template for example, they have collected images for makeup products and they have created a video out of these images. It's a very simple video, as you can see, very elegant, very organized. They are slides here. You can change the animation of each side. Here you can change the timing of each slide. And after you finish everything, you can play in here and see it. And after that, you can go in here and download it. Very simple, very straightforward, nothing to worry about. But don't worry, I'm going to create a whole video from you, from 0 to make things much more also easier to you. So here, this is the one we're using to the images. I'm going to skip it. So as you can see, these are some templates I have used from Canva. If you go in, he can vote will be suggesting other templates that you can use. Maybe some of them will not be related to a product, others will be. So it's up to you. Check them out and see what you can use from them. But it's a very simple way to create videos for you to products out of images. So as you can see here, all these are images, but they aren't very nice and very nicely organized. So now I'm going to finish up this lecture and the next lecture we are going to create a full video using Canva with the images we have for one of our products, It's actually a product I have found on Pixabay image that I have found on Pixabay. And I'm going to use them to create a video for our virtual, virtual product. So see you in the next lecture and stay with me. 9. Step by Step Video Ad Creation : Hi there, hi there and welcome to this lecture. In this lecture we are going to see how we can create videos for your ads using Canva. And I'm going to do a step-by-step tutorial about how I created every day or at. So I'm going first to start by showing you the images I have for the product. These images are images I picked from Pixabay for a shoes. They were put at their uploaded on Pixabay. So this is the shrewd and as you can see, I have different photos for the same shoot from different angles. If you are selling shoes or any type of products, you should always have many multiple images for the same, multiple photos for the same product from different angles. So in this way, you can help your customers too see the product and a better way and make an informed decision. So these are the images I have. I'm going now to my Canva and I'm going to upload all of these images. But first, I'm going to start by creating a new design. So I'm here in Canva and I will start by creating my design. I will click here on Create design. You will search for video and I will click the Facebook feed them. So as you can see in here, I have the dashboard here, that is the slide I'm currently working on. Here. You have your different or multiple sides. Here you have your timing. And if you want to play that video, you can play it from here. Here you have all the elements come back provided when you choose some kind of a template or some kind of a size combust adjusted diffident videos that you can start with. You can search here for a product if you wish to get a few, wish to get inspired, if you find something sometime you don't find. So you can search in need or you can simply start from 0 as I'm going to show you in detail. So I'm going in here to my upload and I'm going to upload all the images of this product. Okay, So now their photos are uploaded. I'm going to start with this first shot, for example, because I like it. I'm going to start with it. I get any move that I ground if I wish, I can keep it as it is. It depends on how I want to make this video. I'm going to remove the bag, not so good. Okay, so now I have that first image. I can crop the image from here like this, and I can center it. And I can't change the background of this image to, for example, meet one of the colors of the shoes. I go in here and I die, I pick one of the colors of this roost, maybe this one or maybe this one. You can test and try to see which one works better. Let's start with this one, for example, I'm going also to elements in here, and I'm going to add is moral triangle and the background. For example, this one. I'm going to rotate it like that. I'm going to put it in here and I'm going to mix that the second color of the shoes, which is for example this one, and I'm going to send it back. So this might be an option. I can go to this route and I can go to Effect in here. And I can add a shadow for my shoes to make it pop up inside of the image. So as you can see, this is now my shoes with a background, with a drop shadow. I'm going to make it larger. So now it pops ups better. Now I can go in here to my text and I can add it acts that depends on what font you usually use for your brand. But I always insist on using simple phones that they are easily readable. But let's say for example, I'm using this font. I'm going, actually, this font doesn't go well with shoes because it's a classic font and decimals is, it's a very casual ones. So we can change, for example, to this round, which is a very readable font already to this one or maybe two. This one that is I one I love actually. This one for example. And you can add something like, for example, new modern or baby. Anything about the product. You can even make it to, for example, y to make it look more elegant or pick one of the colors of the shoes I would go with the white. Okay, Here for example, you can add below it, available. Now in our online shop. You can change the font to something smaller. Let me see what do I use with youth? And we can go with this one. It's much smaller. We can minimize that and put it like this. We need centered that text, make it look good. It looks very good. Actually, I love it. Now, I have to decide whether time you made a slide or two. Keep it as simple as that. And here I go to animation. And indeed, you can see that the third kind of animations I can create, for example, this one is a blog block animation. This one is animating everything. I don't want that. This one is a fading animation. This one is a tan, rise, Zoom, tumble. You can pick, I would staying with blog, I think it's very nice. Or I can go in here two elements, for example, at peak to add stars and choose that to be animated stars to the white one to see if I told you usually doesn't work with me. So I'm not going to pick the colors. I'm going to clear everything and go back to animated. And let me see something I love. There is a star data usually use at it's very nice. It's not this one. Let's say it is this one because I don't want to wait a lot. I'm going to put a little bit further like that, for example. Or you can add an error or anything that you think will look good on your design. And so it's not loading, Let me remove it and let To that next slide. When I design all the sliders slides, then I will be changing the timing to make sure the video is going smoothly. So I'm going back in here. Now. I'm going to my uploaded videos and I'm going, for example, to pick this one. Having a photo that shows the details of the product is extremely important because it makes the buying decision way easier. So as you can see in here, we can see the details, you can see the texture, the material, the textures and materials, everything. So this is very nice and also you can see the logo. So these are important details for your customers. That's why I always tried to take zoom in photos for your products. This would make the experience that user experience on your store away battered at most probably this will increase your conversion rate. So now I am ID move their background. I'm going to add the drop shadow. And I am going to move it in here. Here, for example, I can start stating that specification of these tools. What makes actually the benefits of shoes? What makes people want to buy it, for example, it's very comfy. I can, I can start by creating a, an emotional hook, then talking about the benefits of this product. For example, I can say be elegant and comfortable. At the same time. This is something you can see for example. So for example, under that I would write something like, for example, I can talk about the soul of those rules, for example. I don't know more about a much about tools, but let's say for example, rubber made. So for perfect, for a perfect step feeding and countless, sure what I'm writing, but let's say something like that. People who sell shoes should know more about that. And now let me go for example to say elegant fish finishing with very, very noise details, something like that. So you write the most important thing about the product. You can, for example, change and change them like that. You can make this one bigger if you wish. The most important thing is to talk about the benefits of this product. So this is, for example, this could be our next slide. And we go forward into creating the remaining of the slides. We repeat the same word. We take the image we put in year, we moved up the background and we create that video. Once we finish creating their video in here, you play it in here and you change the animation. That's super-simple. And after doing that, you can go in here to audio as you can. At a music for European. So this is the first kind of videos that you can create or comfort. However, there is a much more simple video which is the one usually used for retargeting. Or maybe you use for your Instagram stories or something like that. I'm going to stay in the same design. I'm going to use the square size, but you can apply this to anything else. So let's say for example, I have this shrews and I'm running some kind of retargeting campaigns. So retargeting usually you are targeting people who visited your store or showed some interest in your product, which means you should be giving them more reasons to buy from you. So either you offer them a discount or maybe you saw them social proof or show them other people's religious. But let's say, for example, you don't have video reviews, which are the more, much more powerful videos ever, but you have written in who's on your spot. So what you can do is to create a small video out of the reviews you have, all your store. So let's see how we are going to do that. This is that sure, I'm going in here. I'm going to elements. I'm going to start, but this time I'm not tuning an animation. So let's say, let us put stars reviews. We need to pick audit. Let's fix that because I want to choose that color of the star. This might be good. I'm going to change the color however, to something. Maybe that's maybe one day with white of K. Okay, so for example, something like that. I'm going to copy it five times because people are usually used to the 5 stars reviews. Okay, so you have to align them a little bit better, but let's say something like that. So you can move this in here, for example. Okay, and you can add a text above it. Let me copy the font from here. For example, you can write a copy, I can paste a review from one of your clients. So for example, if you write like better, best shoes ever, very concrete and elegant. I'm extremely happy to have it. So let's say, for example, this EditView from one of your clients, you simply add a few in here. You can make it Italica to give the impression that it's something good customers day and footfall, you add your customer's name below. Let's say it's the hub. And the stamp you don't gaze or this is it. And I'm going to go like this and you move it like this. So for example, in this case we have a video that if you put our product, but we are going, we are creating a video animation, animated image for our class. So for sure You have to organize and to bed like for example, these downs and change this and something like that. So you have this in here. We simply play around here with animation. So let's say for example, if you want this animation or maybe this animation, or maybe this one, or maybe this one. It's up to you, or maybe you can even only use the image without animation. For example, you can play around a little bit without background color because I think it's very strong and you can do that. Thank you. Want to do a very nice animation, for example. This could be also an option. So you can play around and pick the animation you think is the best for you'd add and work with it. The same thing you can do for your stories, for anything. So if you don't have video reviews, you can create your own small video reviews through listening. I hope this lecture and the previous one will help you too. I hope that this lecture and the previous ones will help you to create awesome creatives for your ads. So stay with me, stay with me at that needed the next lecture. 10. How to edit your video ads on your mobile: Hi there and welcome to this lecture. And this lecture I'm going to show you how you can edit your video ads using your cell phone. I know not everyone of us is willing to learn complicating complicated video editors like Premiere Pro and stuff like that. So in this video we are going to use a very simple tool, which is your cell phone and two very simple apps on your phone. And they are Phi, one is called insured and when it's cold cup cut, you are free to use any one of them. Both of them are very good and they are, They work very well and there are very, very, very easy. So I'm going to start with in short because it's the one that I use most of the time. And I'm going to click here on videos. And I'm going to create a new video. For the sake of example, I'm going to use some footages I have from studies I recorded for my Instagram profile. Let's say for example, this one, I'm going to pick this one and maybe this one. And this one. This is kind of an unboxing story. I was recording and unboxing video. The first thing you need to do is to remove the liquid from here. Pick three remover and it will be gone. You just need to watch the ad was for short, we are using this app for free. So let's wait for it to 3, 1 second and we are going to close it. So this is the first part of my video. As you can see by scrolling here, I can see all the parts of the video I have imported to the app. And then here I can see everything I need to change. Now first thing you want to change the canvas size, you have to ask yourself what kind of placement you are using for your ad. Doing an ad in feed, add maybe 4.5 or maybe you are doing a story ad. So you will need to use that tiktok in here. Size, you pick the size that goes with your ad. For sure You have to follow Facebook guidelines and you can find them on Google. They are very simple. I'm going to stick with the size because it is the size this video was recorded in. And I'm going to click on Accept. So this is my website, this is my size. Then I'm going to start, start. The first thing you want to do is to edit your footage is maybe you want to remove some part, maybe you want to speed up some parts. So let's say for example, I want to remove is more part from this first video. I click on it in here and under. To split in here, I click Add, I remove this part if I wish, or I can remove this part of I wish. Let's say I want to remove this part. So now I have removed the part I didn't want from my video. If I click Iliad and on the connection between the two videos, I can't change that transition between the first video and that's, that can be them. So we have, for example, this basic transition and now we are seeing it. We have this other one. Also you can see it. And if you scold in need, for example, you have the slide, you have the circle transition, you have the below transition. Like for example, if you are doing slide down, you pick any transition you want. There is also here more professional transitions, but some of them. For the paid virgin, I'm going to stick with the simple ones. Let's say for example, this one. And I'm going to click on Accept. Okay, After that, I will complete scrolling down. Let's say for example, I want to speed up this video because it's taking a lot of time and I'm simply unboxing the product. I'm going to click on it in here. And in here, I'm going to choose speed and I'm going to make it way faster. And I can see how fast it goes. Okay, so I'm going to click on Accept. Okay, Now after doing that, let's say for example, I'm going to change something in here, for example, that transition, I'm going to click in here and I'm going to choose this transition. Let's, let me see it. Okay, I'm going to click on, Okay. Now going back to the beginning, Let's say I want to add texts because it's always good to attacks because most people don't click on the sound effect. So I go here, I click on Text and you can start to write your own text. Let's say, for example, I'm going to say best, best product ever or something like that. After rising this, I can change the text or case. I'm going to click in here. I can change the duration of the text. And if you click on edit, you can change colors if you wish. Okay? You can also change the borders. At the borders, you can change the background color, you can change the opacity and so on. And also you can animate the text that say, for example, I want to make it come from the right. I'm going to click like that. Okay? You can also animate the outer transition like that. So now it's coming like this, going the other way. Let me show you how it is. Okay, let's wait a little bit. Now it's going so very simple. Now, let's say I want to add an X text, but this time I want to add something different. Let's say for example. Thank you. Okay, You can add double texts. You simply move the text like this. And now I have two texts, one after the other. Okay. Now let's say I want to add stickers, stickers and go in here and I choose between the stickers. So as you can see, you have the emojis. You have also the stickers in here. You have also Jeff's that you want to add them. And you can choose and you can search even let's say for example, I want to put something like cards. You can choose from here. Okay? Now, going back a little bit, it can also add a GIF yourself. Now going back in here, what else we can change? Let's say we want to add a music for the video. You can click in here on the music and you can choose to add a drag. Or you can choose to record. Or I'm not allowing are usually don't record voices. So I'm going to deny. And you can also change the filter of the video. For example, let's say for example, I want to make it brighter, maybe darker. I can do from here. I can also adjust from here the brightness, saturation that contrast everything. Okay, let me go back a little bit further to the sticker. We have talked about the stickers, that text filter precast, split, delete, bare ground speed. We have talked about everything crop for food. It's very clear if you want to crop your video, some other dimensions. Also you can, for example, make it reversed the video. You can rotate, you can flip and you can freeze. So after finishing all of these modifications, you can go in here and click on Save, and save your video with a good resolution. And this is a very, very, very simple. Also, there is another app that you can use to create your videos. And it is called cap cut and it's very simple to very similar to the other app. You also add the files in here and you modify them beautifully to use any kind of these apps, anyone of these apps, both, both are very good. Our very simple to use and they are very good if you are recording study type ads for study type videos for your ads. So this is it for this lecture. I hope it will help you and it will give you some ideas, stages with me and let's meet in the next lecture. 11. Copywriting for FB ads - Master the ad text of your adCopywriting For FB Ads - : Hi there and welcome to this lecture. In this lecture we are going to talk about copywriting for Facebook ads. Many people read this point lightly. They think that the small text we put in our ads is not that important. Well, that truth is totally the contrary. If you want to sell online, you should master copywriting. Copywriting is the art and science of writing copies that can sell your product and service and convince prospective customers to take action. If someone so you'd add and you add text was not appealing, he would not click on you'd add and he would not buy. The fdx is extremely important. It's one of the most important factors that will make your target audience take action. Click on your ad and pull out their credit card. Learning copywriting takes a lot of time and debt service domain. If I want to explain everything about copywriting, I need a whole course for this. In this lecture, I will teach you the basic copywriting techniques you need to know in order to write good at copies and boost your sales. The first mistake beginners do is to put alone link in their ad copy. It takes space and it's very annoying. The first thing you need to know is to shorten your link. You can go to Google and search for link sorters and use any of them. You paste your link there and you get a shortened one to use. Very easy and very simple. The second mistake most beginners do is to focus on features instead of focusing on benefits. And this is very important. I feature is something that your product has or as benefits are the outcomes or results that users will hopefully experienced by using your product. The customer wants to know how the product you are selling him will help him improve his life or solve a problem he has. If you are selling iPhone covers, that customer wants to know how beautiful the cover is and how it can protect his iPhone. He doesn't care about the material used to manufacture discovered. If you are selling a left corner for dug, the customer wants to know how this color will help to protect his dog from danger. He doesn't care about the dimension of the scholar. You should always focus on benefits and not on features. You have to focus on how your product will make the client feel better. Soldiers annoying problems, or make him have fun. I'm not saying to not talk about features. Some features might be important and you should definitely mention them on your sales page. But don't focus on them and forget about the benefits. Next in your ad copy, you should include some urgency. Urgency is one of the most important principles of persuasion. It pushes people to act faster. Let me teach you atactic I use to create urgency within my ads. So for example, I include the following. Free shipping for today, or 50% of four today. When the customers read this, they will think that the free shipping or the 50 percent sale are only for today. But technically, I didn't say that. I said that for today, you have this option, but it might be still available for tomorrow and it might not be available this way of rephrasing. Well, let me use the same ad copy for tomorrow also. Because if I say free shipping for today only, I will lose my credibility if I keep using the same ad copy every day. You can also use any of the following expressions. 40 percent off for the first 100 customers or 50 percent of until the end of this month. Let me show you a small example. First, let me show you the product. You can see it's a cool gadget designed for tennis players to practice. Before we begin, we can see that this has 20 thousand likes, 5000 shares, and 20 million viewers. That's definitely a viral add that made a lot of sales lose socially approved silos, helped to get even more safe because it will catch people's attention when they see all these likes and shares. So let's begin to analyze this ad copy. In my opinion, it's not that great. We can do better. It begins with a sentence, do enough tennis. It's a sentence to catch the attention of tennis players. Take a look at the capital letters of the word tennis. So if someone plays tennis, He's intrigued to read that x. The second sentence is, become a pro with this Tellus trainer. This sentence letters the ego of that audience by saying that you can become a professional tennis player using the product which is introduced in the sentence that tell us trainer. Did you see how this ad is talking about benefits and didn't talk about color are the dimensions of the product. It's focused on the benefits, not on the features. And the third sentence, we find another benefit in less than a month. You can have what it takes. I want to pause here and give you a very important remark. If I were the advertiser of this product. I wouldn't put the last sentence because the advertiser here is promising something. He cannot prove. He's saying that a less than one month you will have what it takes. Of course, he means what it takes to become a professional tennis player. And Facebook don't like this. It's against Facebook guidelines. You cannot say, for example, with product will make you lose 10 pounds and five months. Unless you have a study you can use to backup your claim. And you cannot say on you'd add using my method, you will make at least $10 thousand in two weeks. Facebook don't like this and you are risking getting good at count band. When you say this. Now in our example, it's not so flagrant. The advertiser doesn't say in less than a month, you will become a pro. He said it indirectly by rephrasing it like this. In less than a month, you can have what it takes. So this is not a direct promise and Facebook didn't shut down his account. But again, personally, I don't take this risk. Next. He said get 50 percent off. Well, that's good. But I would add get 50 percent off. Today. We talked about it at the beginning of this lecture. Creating urgency in your ad is very important. Then we see the shortened link at Vc that he'd applicative the same line. And this is important because I have noticed that when we put two links in the description, this increases backlinks. This is a good thing when you are selling our product, but it might not be that efficient and other industries. So don't consider it as a general rule. And Facebook ads. Next he adds the shipping is worldwide. So if someone is living in Thailand and he is interested in this product, he doesn't have to worry about shipping. So if you like the product and can afford it, he will buy it without hesitation since there is no shipping problem. And notice the call to action that says Shop Now. And at the end, the advertiser ask the others to share. This was someone who loves tennis. He ended it with a call to action. This will push people to tag their friends or to share this post and terrorist groups. And this will definitely increase the organic reach. Let's check another ad and I want to show you something very interesting. In this ad. For example, the advertisers trying to sell a SaaS blender visited London will prevent anything from sticking on the pen. Let's look at the first sentence in this ad copy. Do you love cooking but paid when anything stick to the pan. He's focusing on pain, which is a very powerful marketing element. Nobody likes when food sticks on that band. So the advertiser is using this sentence to tell his audience that this gadget will solve a major problem that they are having. So don't hesitate to focus on pain. Also, I love when we use smiley in EDS, you have to use them on social media, but not too much. Keep it simple at code. I will show you this Chrome extension that will help you use smiley easily and quickly. So you add this extension and then you can copy any smiley you love and edit your text. At one less thing. Always keep it simple, positive, and fun. Remember, people are on Facebook to enjoy their time at not to say something boring or negative. I hope you enjoyed this lecture paid to a movie and let's meet in the next one. 12. Campaign Objectives : Hi everyone and welcome to this lecture. As I promised to before. In this lecture, I will be taking you deeper into the Facebook ads campaign objectives. So let's go now to Facebook Ads Manager and let's click on Create new campaign. The first thing Facebook will ask you to do is to choose the objective of your campaign. Many people treat this step lightly. They pick any objective and move on. Well, this is a very bad thing to do, because if you choose a bad objective, you could end up throwing money in the garbage. And if you choose the right one, you can end up making a lot of money. In this lecture, we will discover the different main objectives. Facebook ads campaign. And I will show you the difference between all these objectives and tell you which one does the best for your e-commerce business. Objective number one, brand awareness, the simplest translation of this objective is increased the awareness of your brand by reaching people who are more likely to be interested in it. If you hold to establish a brand, this objective is beneficial for you. But if you are beginning and commerce, this is not the right objective for you. Well, yeah, you can always create a small 10 dollar campaign to market your stored in front of your potential customers. It will not hurt, but it will not bring you save. Objective number to reach. The simplest translation of this objective is show you add to the maximum number of people. This objective is not designed for e-commerce. We don't want to show our ad to maximum number of people. We want to make six. A campaign with this objective will cost you a lot. Facebook charged you for each 11000 impressions. So the more you show your ad to people, the more you pay. So if we want to make Cs, we don't want to reach a huge number of different. What we want instead is to reach people who are interested in our product and who are willing to buy. If you have some piece of news is spread, the reach of the active might be good for you, but this is not our case. No. Objective number 3 drafted. The simplest translation of this objective is said more people to a destination on an off Facebook, such as a website and order Messenger conversation. If you choose traffic as an objective, facebook will send a lot of traffic tourist store at the first side, this might look interesting, but deeper. When you pick this objective, facebook will search in this directory for people who like to click on Add. And we'll show you an ad in front of them. Don't be surprised at the end. That's what you asked Facebook to do. You ask Facebook to give you traffic. But this is not what you want, right? Because we all know that people who click on ads will not necessarily buy your product. So targeting people that click on your links is not the most optimized option that traffic humans is the one that clicks on ads, then buys your product. Objective number 4, engagement. The simplest translation of this objective is get more post engagements. Page likes event response or awful claims. If you use the engagement objective, facebook will show you the ad to people who particularly engaged a lot with content. This mean that facebook will show it to people who like ads, right? Commands, share content and tag their friends. Well, yeah, this is super cool. We all need and want engagements on our as well. Don't be surprised now and I tell you that this is not true. We want more engagement, right? But we want engagement from different who is believed by. People who usually engaged with ads are not necessarily buyers. So this objective is not the optimal objective and the twill not to bring you mastered states. However, sometimes you use this objective in some of our campaigns. We use it when our objective is to get social proof. We spend $20 in order to get likes and comments and shares and some of our ads. Because we know that social proof will definitely increase the value of our products and increase converges. You can also use this objective to test your product. So if you set up a campaign with engagement objective for three days and you spend $10 per day and you got forces, then your product might be a winner. Don't expect this objective to bring you direct sales, because when you ask Facebook for engagement, facebook will give you engagement. Nazis, objective number 5, lead generation. The simplest translation of this objective is collecting your viewers email. We will not explore legion relation now because it's not what to you. Of course, it's better if we can't collect images and start marketing to our stored using an email marketing system. However, this is not our goal for no, now we are not optimizing our campaigns to generate leads because our aim is to make same objective number 6 conversion. The simplest translation of this objective is Dr. valuable action on your website, in your app or in Messenger. Pay attention. Conversion objective helps to drive valuable actions on your website. And what are their value but actions on your story. What are the actions you want people to do on your store? Well, I'm quite sure you won't be present to add to cart and then to purchase. If you choose this objective, facebook will optimize your campaign to target people who do valuable actions on websites. And this is exactly what you want. So to sum everything up for the e-commerce, we would always go for a conversion objective. But if you prefer to do something else, you can begin an ad campaign with engagement objective to get some social proof, then move later to conversion. In the coming lectures, I will show you how to do this. I know you might think the simple, well, it's not. So don't rush out your ads manager now and start to campaign. Stay with me. You have so much to learn through the coming lectures. Things that you might think are simple when in reality they are the reasons why some people in massive Facebook ads and excel, while others faith. Hope you enjoyed this lecture and the next one, we will dig deeper in the ad set level and you will learn new awesome things. 13. Facebook Ads Updates After the IOS 14: Hi there and welcome to this lecture. I am recording this lecture on April 2021. And this lecture was requested by many of you because of the thing that's happening between Facebook ads and iOS 14. And I know this is something, this is a topic that many of you want to know about, and it's actually something that you must know about as advertisers and as e-commerce stores owners. So this lecture is going to be a very big lectin. But in this section I'm going to cover everything related to this new update and how you should be dealing with it as e-commerce stores owners, I will explain what's happening. I will give you an example about how things changed. And I'm going to show you what you can do in order to make the best out of the VC changes. So I know it's going to be a long lecture. So take your pen and pencil, get ready, get prepared. I broke my, my water because I know it's going to be a long lecture and I'm recording it and the kind of Webinar, so it slides. But I have prepared all the slides and I want to give you everything I know about this method. The first thing I will start with is that you have to know that nothing is still sure until this moment. That thing happening between Facebook and iOS or between any paid ads, platform and iOS is still new. So we don't know much about the results and about what we should be doing. But I'm going to tell you what we know until this moment. And this has been going since maybe July 2020. So now we have a better idea about how to deal with this issue, but still, everything is still not 100% cleared. And then you update of iOS 14, it's not still that. Now they are starting to rolling, then you update. So we don't know exactly the results for everyone. We are still speculating, but still we can see how to work with it. So I recommend you, after watching this lecture and the future, future weeks, you chill months to stay up to date, to re, to follow YouTube channels to know about that because it's important for your business future. So, as I told you before, that topic of this lecture is Facebook ads and iOS 14. And everything you need to know about this method, this is not a 100% clear metal until this moment, so you need to keep updating yourself to know how to change things and evil. Now moving to the first question, many of you are asking what is happening, why e-commerce stores owners should be watching this lecture and why it is important to know about the new iOS update. Well, what's happening? And June 2020, Apple announced and upcoming change to their new iOS 14 iPhone and iPad operating system. This update means that happen. We'll be adding a notification pop-up like this one you are seeing on the screen that allows people to opt out of tracking. As you know, Facebook heavily use that data he collected about people in order to optimize the ads. Okay, so starting 2021, apple gave their users the ability to opt out of tracking. Well, actually, before 2020, Apple users were able to opt out of the tacking, but it was something inside of the settings. Someone should go to the second settings to APA privacy and remove that tracking. However, starting 2021, people will be getting a notification like this one asking them if they want to allow the app to track the doctor yes or not. So why? This is some kind of risky and why everyone is talking about that? Well, because before this pop up, usually 30 percent or it's an estimation actually 30 percent of Apple users, we're opting out of the attacking. However, it's estimated that after the popup, almost between 50% to 90 percent of people will be opting out of tracking. Some say that to be like 60 percent of Apple users opting out of the attacking. We don't know for sure there is no perfect numbers yet, but it's all, it's all estimations. But most probably this is how things are going to happen. So people will be opting out of, out of traffic, I mean, Apple users on D. So going back to the amplification, there is something you need to know that even if Apple users had, had that facebook app or any other app on their phone before the update, once they update their software to iOS 14, when they access Facebook or Instagram or whatever, they will see this pop-up asking them whether they want to share or track their data. So as you can see, this is something important because as I said before, Facebook rely heavily on gathering people data and lacking people behaviors inside of websites. Now, going back to who will be affected and impacted by this change, and should we worry about this new update as e-commerce stores owners? Well, we are going to see you what Facebook said about this matter and I'm highlighting the most major takeaways out of what Facebook. So Facebook talked about the update and said, Apple has announced change and iOS 14, that will affect how we perceive and process conversion events from tools such as the Facebook pixel. Businesses that advertise mobile apps, as well as those that optimize target and report on web conversion event from any of our business tools will be affected. We as e-commerce stores, owners, and marketers, we are inside of this section. We are people who are optimized for web conversion event. So everyone who run ads and uses the data collected inside of their websites will be affected. Well, let's complete. Happens policy will prohibit certain data collection and sharing unless people opted into tracking on iOS 14 devices via the problem. So this means that certain data, not all data will not be shared and do something positive in here because at first sight we thought that all data will not be sharing. Now Facebook is saying that certain data will not be shed. And I'm going to tell you what data will be shared and what data will not be shared later on this lecture. Then we go in here and see that Facebook, in order to fix this problem, is working on finding a solution. Al-qaeda aggregated event measurement, and we are also talking about this later on. Finally, Facebook is telling us that they will provide updates and additional resources to support businesses. So as I told you before, no one is sure yet on the impact of this new change, even Facebook itself. So Facebook is telling us that there will be new updates and we should stay up-to-date with what's happening. So these are the major takeaways from Facebook. So short answer. Yes. As e-commerce stores, owners and marketers, we will be affected. So and we are not sure yet how much you would be affected. And this is a fact that we should be dealing with. You don't need to panic. There is always a lot of solutions. There is always negative side and positive side of things. But at this moment, we have to be realistic and say that yes, we will be affected, our ads will be affected and they will not be performing as good as they used to perform. So let's complete to see how we can fix this to the maximum of our ability. Moving to how things will change for us. And here I'm going to show you a complete before and after comparison. I'm going to explain things slowly. But you need to stay focused with me because there are many changes and many things that will be the front starting from when Apple apply the iOS 14. So I'm going to talk about before and after. And I'm also going to explain each point. Before this update, Facebook was allowing people to add multiple pixels domain. This not be your case. Most probably you have one pixel installed on your Shopify store and things is going as fine as you want them to go. But some businesses, even some Shopify stores, used to include several books, exodus separate pixels, for example. Some of them include pixels, pixels for collection pages, something like that. It's not something I do is really but some phase, some surprise tours were doing that. And there was, there was actually an app that helps, including several pixels inside of a Shopify store. However, this is not applicable anymore. Starting the iOS 14 update, Facebook is now only allowing one pixel per domain. And each pixel should be verified and link to them with domain directly. So if you are selling on Shopify and you are using epic cell, you should using the same pixel inside of your catalog to make sure that everything is going smoothly. And you should be verifying your domain and linking it to a pixel. And don't worry, I'm going to show you how to do that later on, on this lecture. So this is the first change. It might not affect everyone watching this lecture, but it might affect some of you. If you are using multiple pixels, you have to know starting this moment that you can only use one. And you should start preparing for this change. The second thing is before iOS 14 update, we were able to use unlimited events. We were even able to create our own events. I'm not sure if you are familiar with that, but you can include a special event inside of Facebook and asked faith Facebook to optimize for this event, starting the iOS 14 update after the iOS 14 update, now we are limited to eight pixel events per domain. This is it. So if you are using that default, events coming from Shopify, I mean purchased Add to Cart, Checkout, payment information, contact search. You don't need to worry because you will still get your eight events. However, if you are using more than eight events, this would be adequate bit of a problem that because now you are only, you can only include eight events. And this case you have to choose your most, your highest events and pick them. The third, which is if you are following my course wouldn't be a big problem is that starting after the iOS 14 update, you could not use the 28 days windows. This is not applicable anymore. Now we only have the one-day click, the seven-day click, which is the default after us. After that apple update, we have the one-day click and one-day view. We have the seven day click and the one-day view. And we don't have that 28 day window. Many e-commerce stores where using the 28 days window because they want to attribute the all the sales to the ads. However, I usually don't do that because I prefer not to get Facebook that much of a credit to be on the safe side. So I'm usually the one I usually go with a seven days attributes, but many people were going with that 20 days attributes. But what does this mean? It means that if the ads are running now someone, so the ad now, and maybe both after 14 days, 15 days, it's still attributed to the same ad because we are within that 28 days attribution, this is no longer applicable. So what does it mean? It does mean that if before you are running your ads using this attribution, now your window is much smaller, which means your results are less. So if you are used to make 200 purchases out of your campaign, now you might be seeing 50 purchases, see things that windows are different now your windows are shorter. Also, in discourse, there is a lecture that talks about the attribution window, I guess you have watched before. If not go down and watch it to understand this more. But shortly said that window is when Facebook attribute a sale to the ad before we had a window of 28 days. This is not applicable anymore. Now we only have these four windows. Okay. Going further to what also changed before we were able to track the whole customer journey, we were able to see what the customer did on our stores starting from when he landed up until the last step. So we were able to track all the steps. We were able to see all the funnel. Facebook was, was able to collect all the data. Now we are not able to do that, especially when it comes to iOS devices, device users who opted out. So why this is the biggest change that will affect us? Because Facebook relied heavily on this data in order to optimize the ad. And now this data is not collected anymore for iOS users who opted out of tech. So this is one of the major changes. Also. Now, also before Facebook data was complete and Facebook was able to correctly estimate people interests. Now, the Facebook algorithm be blinded in several areas and we'd be blinded for iOS 14 users who opted out, which means that the data collected will not be complete. And this will greatly affect us. This is how, this is exactly where we will be affected. So what does it mean to have the Facebook algorithm blinded and several spots? It means that you will have less data, which will lower our performance. And reporting optimizations, targeting everything will be affected. Well, when it comes to reporting, Facebook will be blinded and many iOS devices, which means not enough data collected. When it comes to optimizations. Also with the same logic, Facebook can't attack everything, so a less data and we will have worse optimization. Targeting also will be affected because usually Facebook knows people because of the data Facebook collects. Now we have less data. So Facebook knows people less than, than targeting is less effective. So to be very honest, this is that all the major things related to Facebook ads will be affected. But don't worry, we are going to discuss how we can solve this to the maximum of our ability. Explain this edited bit more. We have a cost customers, right? Our customers are divided between non iOS rulers and iOS users. The people who are none iOS users will not, will not have any change in there because they are still up to the end by default, our tag. Now with the iOS users, we have the problem. We have people who opted in. With those. We don't have any problem. We have people who opted out and the year things will change. And the most important thing is that we don't know how many people will be opting out on how many people will be obtaining. And so this is, this percentage in here is something we don't know yet why we don't know how much our ads will be affected. So mainly we will see a big change related to the people who opted out from truck technique. Okay, to solve this problem. I talked about before about the eight events. The events that now Facebook allowed us to link to that pixel. Facebook is calling, calling them now the aggregated event measurements. And they are purchased at payment and she checkout and tocar to view content, search content and lead contact and lead. Later on, I will show you how you can add these events and link them to your Excel. Don't worry. But just I'm showing you this because I'm going to explain something about that. So going back to our, to our customer journey, as we have said, for the customers who are non iOS users, we will see the eight events fired, which means that if someone using an Android phone go to our Facebook ad, clicked, go to the website added to cart purchased. We will be able to track the whole journey basic. We'll be able to collect all that data and you will be able to tag these eight different actions. Now, same thing for people who opted n using the iOS 14 for people who opted out, we will only be able to see their last event, which means, which means if someone clicked on that, then click on the ad is will still be registered because it's happening on Facebook. Okay. After the click, someone went to the website, sex ever and pages then added to cart, then purchased phase liquid only registered that purchase because it's the highest priority event. Now and other customer went to our store view with our products added to cart and left. Facebook will register the add to cart because this is the highest event he fired. So Facebook will only register click on facebook because it's happening on Facebook. And Apple can't forbid Facebook from doing that. So Facebook is registering the Qlik. However, Facebook is not being able to register everything happening after the click up until the last event. So we will still be able to see the conversion events, the last conversion events, but what's happening between the click and the last converging event? This is what we will be missing. Significant defects we will be witnessing. First, facebook will be blinded and several areas. This is something we agreed on that we will see reduction and accustomed audience for retargeting the switch B second node third. So we will see a reduction in the custom audiences for retargeting because Facebook is not lacking all that data, which means that Facebook is losing data. So our retargeting audiences will be smaller than before. Means that we will have less effective lookalike audiences because we are not collecting all the data. And we will have more extensive prospective prospecting campaigns. By prospecting campaigns, I need that campaigns we do to attract new customers. We are not retargeting on these campaigns. They are prospecting campaigns. But since our retargeting campaigns are not as effective as before, this means and our prospecting campaigns, we might be sending our ads to people who are already, who are ready with our stored but didn't catch by Facebook. So our prospecting campaigns. Would not be as effective, as effective as they used to be before. And this will mean in general, less accurate data and lower performance. I know this seems very bad. Stay with me. I'm going to stay, say some positive thing later on. So other consequences we will be seeing. And these are given by Facebook. First, you will have delayed reporting, which is estimated between 24 hours to 72 hours, which means that we will not be seeing the results directly on Facebook manager, but you'll be seeing them after three days. Still talking about people who are an iOS devices. For. Also, the direct attribution will be live. So with me is secondary will have direct attribution we'll meet, which means that conversion will be reported on the same day that are happening and not attributed before. It will not be reported at the time of the associated ad impression, which means that a purchase happened today. It will be attributed today, not three days ago when someone's So that okay. The third change is no more data breakdown and this is something very bad, which means that we can't break down the data anymore between age, gender, placement, region, and does something bad because it means that our only solution would be to create assets, that they are broke down by default, which means we will be creating attacked by sex, age, gender. This is a lot of additional work to do. But this is what, is, what, what you are facing right now. Okay? Now, the most important thing is how we are going to prepare to this. And now I'm going to give you a complete guide about how you can be prepared for this, and I hope it will help you to fix your problems. Step 1, you have to verify your domain. This is something required by Facebook. You something you must do. So in order to verify your domain, you simply go to your business manager. And under blend safety, you go to domains. And after that, you go and you click on Add. You add your domain. And when you do that, Facebook will give you more line of code. You copy this line. You go to shopify on the themes. You go to Actions, you go to edit code. And in here you search for Team Liquid. If you didn't find that directly type in here in the search bar, Team Liquid. And you will be able to access the file. You click on it. In heat inside of the code. Under the head tag, you add that piece of code you have copied from Facebook. It's not showing properly, but this is it in here. And you click on Save. Okay, Now you go back. To your business manager. And inside of your business manager, you click on Verify and you verify your domain. This is something you must do, and hopefully this is something that will lower the number of Facebook Ads account then. So now moving on to step two, and in here we have to configure your events in business manager and disorder, something you must do. And if you were running campaigns before the update, you should be moving your campaigns to the new conversion event, which will be now defining the aggregated events. In order to do that, and aside of your business manager, you go to pixels. And you click on your pixel, you click on Open in event managers. After you do that in hidden event managers, you go to aggregate it, Event Measurement, and you click on configured web events. And you configured these web events. The most important ones are purchase at payments and for initiate checkout add to cart view content and search. You add them. And as you can see, this is your highest priority one, and this is do your lowest priority. So you must be adding them in this exact order, okay? You add these events and you're good to go. After doing that, we move to step number three, which is implementing a API conversion at Shopify level. This is something in you and I'm going to explain to you what is this exactly. Okay, Esper Facebook's ad. Ipi is a Facebook business tool that lets you share key web and offline events or customer actions directly from your server to Facebook. Conversions. Ipi works with your Facebook Pixel to help improve that performance and measurement of your Facebook ad campaign. So you have to know first that it's not a total fixed to the problem. But what does AI API? Api take that information from Shopify and send them directly to Facebook. So it's something that works in parallel with pixels. So now the inflammation are being sent directly from Shopify to Facebook. The integration is done on Shopify directly and I'm going to show you how to do it, but you need to know that only purchase event are being sent. Some people are saying that also add two cars are being sent. But until now I didn't see I only saw the purchase event being sent from the server, a server. And this new technology works in parallel with Facebook pixel, which means that you don't move your text Facebook pixel. You keep your Facebook pixel and you add this one. Well, does does it fix the problem of iOS 14? No, it doesn't. But it helps somewhere to fix their problems between this blind spot that pixel now had. If you add a developer or if you have other Baraka, you can go and implementing more conversion API inside of your store, but this is something you would need a developer to do. You include other things like Add to cart, view content, everything. Where your server would descending more data to Facebook. But for now, the Shopify integration that the default one only sends the purchase. You can use Zapier or something like that. It's called something like that to move more information. But it's you have to pay like maybe $20 per month or something like that to do to use this software. Okay, Now, after we talked about that, let me show you how you can set it up on your store. You go to your stored under Preferences, you click on setup Facebook, and you wouldn't be seeing this screen, just give it some seconds to load. You will be seeing this screen and here you should be connecting all of your accounts. If Facebook account your business manager, you'd add account, your physical page, and so on. You connect all of your accounts. After you do that, you will be having inside of your Facebook channel settings, you will have, you will have this tab, which score is data sharing settings? You click on it and in here, you choose to enable tracking. You choose maximum. You put your pixel and you confirm. And after doing that inside of your event manager, under purchase, you would be able to see that you have two methods, browser and service, server. And here you have the event match quality. It's how much their server is sending the same information as the browser. So the information are still not 100% accurate because it's still a new technology that Facebook is developing. And in year inside of your purchase. Also an event manager, you can see that different events sent from the server and the browser. Now, after finishing all of these steps, now we have additional steps that you should be doing. First thing is now more than ever, you should be focusing on capturing your visitors image. Many e-commerce stores focused entirely on Facebook ad. They put money each month to acquire traffic and make sales. And this is a, and this is a very, very bad business model, especially now, because it means that you don't own your customer's data and you should be owning good customers that. And in order to own the data, you should be able to have something about your customers, whether they're images or they're mobile, they're four numbers. So that's why now more than ever, it's very important to focus on catching the needs of your e-mail, of your customers. And you do that by including newsletter forms, pop ups forms, by giving incentives to your visitors to give you that information. Now more than ever, this is important because Facebook is not collecting all the data. So you should be collecting the data instead of Facebook. And this is something very, very, very important. And if you were ignoring email marketing before, now you should be rethinking that. Second thing is. And you can run surveys for your customers to help you with reporting. Since we know that Facebook is blind in some areas, you can send emails to customers, for example, sell them how they knew about you, how they breached you have the ADH, the product, everything like that in order to make sure what's happening exactly in your marketing. Now, more than ever, it became difficult to actually judge the ads performance. So you would need to do more work in order to see how your marketing in general is working. So it's not enough anymore to look at Facebook Ads data because they are not 100% accurate. You should be going into analyzing the data more and to seeing your marketing as a whole. The third is you have to give it adds time before judging them. Since we have a delay in reporting, you need to give you ads time. I always tell my students to give their ads time, but in case you are not doing that now more than ever, you should be doing that because the attribution is late. So you might be seeing that you'd ads was doing says after three days and you kill that. So you should be giving your ads the time forth. You should focus on creating a strong relation with your customers. So relying only on ads to attract customers without working on retaining their customers is a big, big header and it has been a big error since eternity. But now you should be rethinking this. And you should be focusing on creating returning customers. Because as we have seen now as, as, as, as, as I was saying for years, only putting all your eggs in one basket is wrong and relying only on Facebook ads is wrong. We can't predict what technology with how technology would change. So if you are aiming to create a sustainable business, you should be focusing on creating a whole system, a whole framework that can help you to collect the data, retaining customers and create a strong relationship with your customers in order to be able to get them back to your store without running, without the need to running, to run ads all the time. For five is you have to think about diversifying your marketing channels. Which means you should be focusing on creating strong in May marketing foundations to your business. You should be focusing on maybe organic traffic, maybe SEO, You should be now diversifying. Also, this is something I have been talking about for years. You should not be only relying on Facebook ads. Facebook ads are awesome. They have been awesome for years now. Things are changing a little bit. We don't know yet how much they are changing, but they are changing. But this is a goal for you now to take action and to start looking at your business and a professional way, you have to start looking at your business in a way to make it sustainable. This means that you should be creating several channels for your traffic. You should be working on retaining your customers. You should be working on creating it through brand out of your business. This is it mainly for iOS 14 update. I hope that this lecture will help you to understand well what's happening and how you can fix what's happening to the maximum and how you can be securing your your business. However, if there is one thing that I said to need to talk about, if you have been running ads before this update, it would be very good for you to collect your data before that, especially if you were using that 28 window to collect the data, to see how much of your essays were happening in that 28 days window and how much we had happening in verse seven days window. So in this way you will get a report about how many people are actually buying after seven days and how many others are buying after 28 days. So now when you start running ads with the new window, you will be able to compare and no, So this is it for this lecture. I hope it will help you to clarify this big matter. As I told you before, there's nothing certain four now, you have to keep in mind that the update only affects iOS users who opt out of the popup. So we don't know how much people will be opting out. We don't know how much this will affect our ads. Some say 20 percent something, 10%, some say 5%. We don't know. But the most important thing is to focus on your business, focused on your success, and to start preparing yourself for any new updates that might be coming by creating a sustainable, strong, and solid ecommerce. Stay tuned and let's meet in the next lecture. 14. Getting Familiar With the Facebook Ad Manager Dashboard: Hi there and welcome to this lecture. And this lecture, we will get familiar with the Facebook Ads dashboard. I know that you are frustrated and you are thinking that you are a beginner and you don't know anything about Facebook ads, and you have no idea from where to start. You don't have enough time. You don't know from where to start to have many things to learn and you are feeling frustrated. Well, I'm happy to tell you that there is no need to worry because this course was built to save you any frustration. Starting from the basics up to the most advanced techniques, we will walk you step-by-step through the way. So no need to worry. This lecture is only a small introduction or that was, you will see here will be discussed carefully and indeed days later through this course. So relax and enjoy all what's coming. So as I told you before in this lecture, we are going to get a little bit familiar with Facebook Ads dashboard. Later through this course, we are going to discuss and to talk about each one of the Facebook ads tools separately. So in this lecture, we are only going to do a quick tool. The first thing you should know before starting with your Facebook ads account is that there are two kinds. Facebook ads accounts. There is the personal account. This account is directly related to your Facebook profile, to your Facebook personal profile. And there is the business account, the business account as our account that you can create, where you can generate several pixels and you can generate several ad accounts. That's why if you have several stores and you want to run ads on the different stores, It's better to have a business account. I highly recommend you not to work with your personal account, but to create a business account. And creating a business account is very easy and very straightforward. You just have to go to Google and you have, you have to search for Facebook business manager, like I did. And this is where you should be reading. You should be creating an account or logging in. I have already an account. That's where I'm going to log in. But for you, you should create an account. It's very easy, just a few clicks and you will be creating your business manager account. I'm going to log in to my account. Now. As you can see up here, I have two accounts. My personal ad account, I had my business account. This one I don't use. I only use this one. My business account. Inside of my business account, I have several accounts and I have linked my page to this account. So inside of fluid Business Manager account, as I told you before, you can create several accounts as you can generate several boxes. In order to create an account, you just have to go to settings in here. So in this section you can change and you can moderate everything related to business account starting by the users. Let's say you have a partner, you can add this partner to dispense account. Here you have accounts. So if you want to link to it. Facebook pages to your ads account, you can do that and here, and here you have the ad accounts you have, you can add a new account simply by clicking, clicking in here. And here you have Instagram accounts. If you want to link your Instagram account to a Facebook ad Manager, I recommend you to link all your pages and your, all your Instagram profiles to your business account. Then this way, while you are running ads, to be very easy to link that page to each. At here we have several different options like payments and notifications and everything else. So let's go back now to our homepage. Let's check the different options we have in here. It takes several seconds to load. So here you have the Ads Manager. This is the section that will, you will be using the most advantaged money and the audiences in here. So let's go to adventure in here. So you can pick which ad account you want to work with. I have chosen this one. It's another account that I don't use, so I don't have any running campaign. Here. You can see all your campaign, the campaign that's thrilling now, or the campaigns that have stopped before. Here you can see assets and here you can see all your ads. Don't worry if you are not getting the difference between these three levers because later in this course, we are going to discuss deeply the difference between campaigns, ad sets and ads. And I'm going to show you how to tune each one of them and how to change every setting and every detail related to each of these levels. So don't worry for now we are going to discuss these levels later through this course and details. So what else can we talk about this here? We can, if you want, you can see your reports, persuade to add into upset. And if you want to change the columns, you see here, you can simply add the zeros from here, like this. And here you can pick whatever you want to see, what are the options you ought to be analyzing and to be following. And you can pick them also through this course, I'm going to show you what are the metrics that you should be taking care of? What other metrics that you should be adding two columns too, get a good idea about your ads if they are profitable or not. So for now, don't worry about all these values. We are going to talk about the most important metrics you should be analyzing and you should be adding to your, to your columns in here. So I'm going to close this if you will, to start a new campaign, you just have to click here on Create. And here you'd be choosing your campaign name, you're buying type we campaign objectives. Here you can create a new asset and here you can create a new ad. Also, don't worry about any of this. Later in this course, we are going to talk about how to create your campaign, how to choose. Your campaign objective, how to create your assets, and how to choose your ad set, and how to create your ad and how to turn your end. So let me close that. So in here you can filter what you are seeing. If you don't want to see everything, all your campaigns or your past and the present campaigns. You can, for example, go in here and choose only to see your active campaigns. Also, this applies to all the other options in here. It's very easy. You can only choose the things you want to see. So in here you can search for a specific name. And that's why in this course and the future, I tell you many, many times to name it campaigns, your ad sets and ads in a way that makes sense because if you were to go back to your campaigns with access to as maybe to check something, it would be way easier to access them through understandable names, through names, through, through meaningful names. Here you can choose your your dates if you want to check the results and this year and maybe this month, maybe in the last two months, you can do it in here. Also. Here you are going to use the audiences. Here. He can manage everything related to audiences. Here you can choose which our couch are working with. So if you have several accounts, can switch between them. And here you can choose the audiences you want to create a fugal to create custom audience of you want to create lookalike audiences. Or if you want to use any of your saved audiences here you can use them. Also in here you can see into falters, the difference audiences you have. Through this course, we are going to see how to create custom audiences from your Shopify clients list. And we are going also to see how to create efficient lookalike audiences and how to use the smart Facebook tool to make it as covert more and more. Also, if you go back in here, we can check the pixels. So in here you can set up your pixel if you don't have already one, or if you have one, you can check your book says results. I hope you enjoyed this quick tour around the Facebook ads manager account. In the upcoming lectures, we are going to go deep in each of these tools. So if you are feeling that many things are very new to you or that they are complicated, please do not worry. I'm going to walk you step-by-step through how to use the Facebook ads manager and the best way to make your ads covert more at to save you money and to help you succeeding. So it will miss me and watch all that coming lectures carefully, take good attention and not miss any lecture, darkness. And even at the amount of information you will be learning through the coming lectures will surprise you. Stay tuned as me and lets me there. 15. Define the best conversion event and daily budget for your ads: Hello there and welcome to this new section after choosing the right objective for your Facebook ads campaign. Now, it's time to dig deeper into the ad set level. We will start by giving a name to the asset. You can choose the name you want. In our case, let's call it etc. One. When you are running your ads, when you finish this whole course first, tried to be organized. Name your assets in a way that makes sense. So if you are running different asset for each country, include that country name in your ad set name. The more organized you are, more working with Facebook Ads dashboard would be easier. So as discussed before, we will choose conversion as the objective of our campaign. However, this doesn't mean that our ads are optimized to get that conversions, we want. You still need to tell Facebook which conversion event you want to get more of. When you select a specific conversion event to optimized for. Facebook will show your ads to people in your audience who are likely to complete that specific event. So if you want your others to view the content of your store, you just have to select View Content and Facebook will do his optimization to get you more content of view. Facebook will work as follow. Facebook will put your ad in front of people who usually click on ads similar to yours. When you're at, get more clicks. Facebook will analyze the people who clicked on your ad that go and search within your ideas for people who are similar to the ones that click. This way, Facebook will be optimizing to get you maximums content of view. If you choose purchase as your conversion events, then every time someone completes a purchase on your website, facebook will collect this data and takes not of who that person was. As more people purchase, facebook builds up more and more data about the people that are purchasing Facebook. Then we'll search within your audience for stability pill to the one who already both and show your ad in front of them. Facebook is constantly learning and adjusting its algorithm to show you ads to people who are also likely to purchase. The more purchases you have, the more data Facebook will have, the more Facebook will be able to optimize them all your ad will perform better when picking your asset conversion event. There are three strategies that you can work with. And I will be explaining all of them clearly in this lecture. Strategy number 1, purchase event, the best options to begin with seems to be purchase event. This seems easy, right? I will pick version as my campaign objective and purchase as my Ad Set conversion event at my ads will skyrocket. Well, unfortunately, this is not enough. There is something very important that many people are not aware of. And I bet if you have tried working with Facebook ads before and failed, this was one of the reasons. So are you curious to know what I'm talking about? Well, Facebook states clearly that at a minimum, your ad set needs to be getting 15, Twenty-five of the conversions it's optimized for per week to have a chance at success. 15 to 25 is only a bare minimum. 50 to 100 is ideal. So if you optimize for purchase and you didn't make at least 25 purchases in one week, then you don't have a chance to succeed. Because Facebook needs data. Facebook needs to know what kind of people are buying from you in order to be able to optimize your ad and show it to people who are more likely to buy from you. So if you optimize for purchase, you need to have a minimum 25 purchases per week. So Facebook can optimize well the ad and give it a maximum chance to succeed. So if you go with $5 per day for one week with pixel, optimize on purchase, it to be extremely difficult to make these 25 purchases unless you are a genius or your product is extremely powerful. If you want to go with purchased directly, you have to put a budget on it. Let's take an example. Let's say you are selling our product and the original price of this product is $5. By original price, I mean that price you are paying for your supplier. So you want to sell this product for twenty-five dollars. So your margin is $20. So if you want to have 25 cc's per week and you have 20 dollar margin per purchase, then we have 15 by 20 equal 500 dollars profit per week. Which means that you can spend up to $500 on your ads per week and stay on the safe side. What I mean is if you spend less than $500 to get these 25 says you are still profitable. However, you are not sure that you will get these 25 seats at the end of the week. So you might be a distinct all the $500. So what to do when the risk is always bad? And unless you are willing to take that risk, you will never succeed. But in this masterclass, we intend to teach you how to minimize your space and how to do things the right way so you can guarantee the highest probability of succeeding. So what I recommend you to do. $500 per week is i little bit more than $70 per day of ad spend. You take these $70 and divide it by two, which gives you $35 per day. I recommend you to put a thirty-five dollars budget per day for three days and see how many sales you get. If your cost per purchase is less than $20, which is your margin, then it's good. You can scan your ad then to $100 per day in order to get that 25 cc's per week unit. If your cost per purchase as more than $20, you need to reconsider your ad or your product. So to sum it up, if you are asked to go with a first event, you have to put some budget in your ads in order to get a minimum of 25 cc's per week. So what you should do first is to calculate the margin and multiply it by 25. Then I'm where you get. You will divide it by seven to know your daily budget. But since we are not sure that you will be making these 25 sees at the end of the week, we will minimize our risks and we will divide this number by two. And you will use it for our daily budget. After three days, your ad is profitable, then you multiply this daily budget by three in order to get these 25 seats. If after three days you are not profitable, then you should analyze the numbers and if they are bad, you should cut this ad. Let's take another example. If the product cost $10 and you sell it for $20, so the margin is $10. You multiply it by 25, it will give you 250 dollars. Then we divide it by seven and we'll get something near thirty-six dollars. And then we divide it by two. So our daily budget is $18. We try it for three days. So that total is three by 18, equal $54 ad spend. So if you made six Cs or more, it means you made more than $60 of profit. Since your margin is $10, it means you are profitable since you only spend $54. In this case, you will multiply your daily ad spend by three for the four days left in this week to try to get to 25 stays needed. It means will operate on $54 per day for the last four days. If you get your 25 sees or more than your ad, has a chance to success. Well, I understand this is a lot of risk and money for many of you. When you are starting out, most probably your website is not very well optimized. Your ad copies, your photos, and maybe your products are not very well chosen. So if you are beginning, I don't recommend you to begin on purchase directly. I only recommended for people that have a little bit of experience. Okay. 16. Conversion event and daily budget: Step by Step Optimization: now, after finishing up with a strategy number one, Let's move on to stategy number to call version event before you want. You need to keep in mind that this rule off you should sell lacked a conversion event that's being completed at least 15 to 25 times a week is applicable. Toe all conversion events. Let's talk about you content. The price that will cost you to make someone see your Web site depends on a lot of factors , especially the country you are targeting. But usually it's between $0.2.1 dollars. If you are getting a price for click more than $1 you should review your campaign unless you are an expert selling high ticket items like cars, for example, in this case, that click might cost you much more, so let's cool so there that the average cost per view content is 50 cents, So now it's much easier to get minimum 25 page views per week. So if every page of you costs you 50 cents in order to get 50 page views, you need to consider a budget off $25 per week, which means less than four donors per day. And because the cost is very limited and small, I recommend you to get more than 50 page of use and go with 7 to $10 budget per day. After one week, you will definitely get more than 50 page views, and Facebook will have data to use it in order to optimize you that, let's say, after one week you have 120 klicks, 27 at the card and five purchases. Now we can see that you had more than 25 card. This means now we can move the pixel conversion from you content toe Acto card or create another, except with conversion event as at the car. If you didn't get 25 at two card, you should still invest some budget in the view content in order to get more than 25 at a car in a week in order to be able to start optimizing for add to cart. So now let's say you are optimizing for a car and after one week, let's suppose you had 249 clicks, 67 at the card and 33 purchases. Now you have more than 25 purchases in one week, and you could start optimizing for purchase. So let's sum up everything. Begin with a view content. Once you get more than 25 ideally 50 at the card, you can start optimizing for at the car. And once you have 25 purchases ideally 50 purchases, you start optimizing for purchase. So now, after finishing up strategy number two, let's move on to stategy number three. The engagement objective. That strategy I will teach you now is also very powerful, especially when the targeting off your audience is difficult. So the strategy consists by first picking an engagement objective and then by choosing a large mergers, let's say one million person or more. So why I start with an engagement objective? Well, because engagement is much less expensive than conversion because there is less competition , and when you have a large audience, it's better to target them with engagement. First, with engagement objective, you can show your ad too much more people with the same budget. So, first, to put a daily budget equal to your march in, let's say, $20 per day for three days after one day. If you're price per click is more than one daughter. You should kill the ad and try another copy or another image or video. So let's say you got six thousands view videos off your product after three days. And let's assume there are 1500 people who so more than 50% off the video, it means there are 1500 persons interested somehow in your product. You create an audience out off these 1500 persons. I will show you later how to create a new urgency out off people who watched a certain percentage off your video. Then you keep on that set, and this time you choose conversion as the objective and you target again those 1500 people using one off the two strategies. I thought you at the beginning off this lecture, and now you have a great chance to make massive states because you are targeting people who are interested somehow in your product. If you had a beginning with a low budget, this strategy could be very good. I know you are overwhelmed with all these information. That's why I recommend you to see this video again. If there is something not clear. So to sum, everything. If you have some experience and you have a budget, go with purchase and apply the first method I showed you in the structure. If you are a beginner, who the small budget go step by step view content first, then Acto card and then purchase. Or you can start with an engagement objective and then target people interested in your product again by using a conversion event. But always remember, there are no set rules with Facebook advertising. It's important to test different options and see what works best for you. All the strategies I give you our strategist that work for me. Hope you enjoyed this lecture. See you in the next one, where we'll go in depth in the exact level. 17. How to choose the Ad Schedule: Hi there. In this small lecture, we will talk about ad schedule. Let's imagine that it's 3 p.m. And you decided to launch a campaign. So you start preparing everything the audience, the picture that videos ex cetera. And at six PM, you are ready to launch. And let's suppose we decided to begin with a budget off $20 per day. If you say to Facebook to stand $20 per day, then he will spend $20 per day. So if you lounge the campaign at six PM, Facebook will have six hours to stand these $20 the next day he will have 24 hours to spend the entire, but it and this will damage the optimization off you. The best thing to do is to start your ad at midnight at 12 p.m. Exactly, because if you don't do this, Facebook will spend your budget quickly in a couple of hours. Now, if you have a supermodel product, it will still make say's whenever you launch your ads. But in order to get better optimization, the best way is to begin admit nights 18. Best tactics to choose your target audience updated: Hi there and welcome to this lecture. Targeting the right audience is the number 1 key of success in any marketing plan. So in this section, we are going to explore Aj's and we are going to see together how to tell Facebook to which people he should show your ads. While setting up your ad set and choosing your audience, you would be taking several decisions. And we are going to show you how to make these decisions in the best way possible. The first decision you should be taking is in which countries you want to sell. In order to maximize your chance of success, you have to sell to countries in which people actually buy online and spend their money online. So here is a list of top online standards by country. Tried to choose a country in this list that you know, it's cultured and its restrictions. That was, the more you are familiar with the audience you are targeting, the more you can address this audience easier. Now after choosing the country you want to market your product in, we have for important options and to know how to deal with them, you have to ask and answer the following questions. So you have chosen new location, but do you want to target everyone and dislocation, including tourists who are visiting this country for one week and might not speak their language of this country. Mostly probably know. If you are targeting French people, you are most probably interested in targeting people who live in France. You don't want tourists from all over the world to see your ads, especially if it's written in French. So in this case, you don't choose everyone in this location, but you choose people who live in France. So with the same logic, if you are targeting tourist to sell them some tourists gadgets, then you have to target people who were recently in this location. And most of the cases in e-commerce, we target different who live in their locations we are targeting. Let's move now to see age and sex. But before choosing which age and which stacks to target, let's suppose that you are targeting people who are practicing yoga to sell them yoga gotchas. Let's go together to adjust and sites and choose the United States as a country. And you will type yoga and the entities. And because your ad is literate in English, you shouldn't choose English as the language. And I will tell you later why this is very important. We can see directly that there is 40 to 45 million people as listed in your gut in the USA, which is a very good number. And we can also see that 75 percent of these people are women. So when we choose the sex and Facebook, it's better to begin with the woman. Of course, we will not forget about men, but when we are choosing our first audience, we are maximizing our chances. That's why we choose woman. Concerning ages. Also here we see that age is between 25 and 50 for, are the most concerned in yoga. So using the Audience Insights tool, we choose to target women aged between 25 and 64. Concerning languages, it's very important to choose the languages you need to target. I'm going to give you an example on how choosing the wrong language can reflect badly on your add. My fantasies living in Switzerland and Switzerland are part of citizens, speaks French and another part speaks German. My plan only speaks French, and he keeps seeing ads on this new speed in German. So by showing these ads to my friend. So advertising is definitely spending this money because he's not specifying the language. I recommend you to always choose the language in which the ad text is written. In the next lecture, I will show you how to do detailed targeting. So hit the next button. Admit me that because in the next lecture, you will learn tons of awesome in new information. 19. Detailed Targeting: Hi there and welcome to this lecture. This lecture is one of the most important lectures in this masterclass. So pay attention and before explaining to you my targeting techniques, it's very important to understand that difference between and, and or. If you say to Facebook, I want to target married people or people who practice yoga. Facebook will go and show your ad to sing in people who practice yoga or automatic people who don't practice yoga, or to marry people who practice yoga. So the AOB is a without B or B without a or a and B together. But if you say to Facebook that you want to target many people as people who practice yoga. It means that you are searching for people who are formatted and the practice yoga at the same time. So Facebook will only target people that satisfy both conditions. And it's very important to understand this. Imagine you want to sell high ticket items to reach people. Let's say a high-end piano. Then you will target people interested in channel and people who earn more than $100 thousand per year. In this case, facebook will show you add only two people interested in piano and earning more than $100 thousand per year. Now that you have, understand that the friends between and let's go to Facebook and let's explore what we find in the detailed targeting section. They will graphene. In this section, you tell Facebook, which is cause your adjusts, attempt what they do for work. Are they single, married, or engaged? What revenue do they make? What live events are they passing through? Are they new patents or maybe friends for newly weds? Or maybe are they celebrating their birthday soon? Under education, you can choose your absence education level. So if you want, for example, to sell a backpack, you can target people who are in high school or in grade school. You can also target people based on their field of study school they went to, the year they graduated on. This would be super helpful if you are running a print on demand business. Under Financial, you can target people based on their income. So if you are selling a high ticket products, you can be sure you are addressing people who have enough money to buy it. Under life events, you can target people based on the important events on their life or on the lives of their friends. You can target people who have an university soon. Like you get targets men who have their marriage and diversities within the next 30 days, educate, offer them to buy gifts for their beloved drives. Or you can target people who are away from their families and from their hometown. And maybe you can try to sell them at digitally frame for their family photos or whatever product related to their current states. You can also target people based on their date of birth by month. Very helpful for someone who sells gadgets with the month, the related. Or you can target people based on the events and their friend's life. And you can offer them to buy gifts. Based on these events. You can target people who have a third birthday and ten days and tried to sell them your product as a gift for their friend. Od can also target people who are on a long distance relationship, or people who newly got engaged or got mad and people who recently moved on. If you have a store that sells children and babies related products, you can target parents based on their kids ages. You can also target people based on their relationship status or based on their work, or maybe based on their employer interests. With this section, you can target people specifically interested in a subject related to product. So you can target people based on their interests, their activities, and their page they like. For example, you can target people interested on our famous yoga guru and you can sell them. You look up product related. Or we can target people interested in cooking. And you can sell them your kitchen accessories products. Or you can target people who are interested in basketball and sell them products like this one. This section is super clear and easy to be used. Let's say I want to sell this book like I can go here and ten Facebook to target people interested in reading. People who read will usually like reading related pages. Facebook collects this data and when you ask Facebook to target readers, Facebook will target them based on the data we collected. Behaviors. Unlike a precise interests, behaviors allow you to target people, buy, purchase history, intent, add more. You can target people based on their classification as wires. So if you are selling a high ticket product, you can be sure that you add advertising for people who might actually buy your product. And these people are the ones who preferred high value goods. For example, you can target people who vote on Facebook and their last 30 days or 90 days. People who already paid money buying from ads on Facebook are more likely to repeat the same act and buy again. And if you are selling cell phone covers, you can target people based on their phone they own. Also, you can target people who have been owning the same cell phone for more than two years and offer them to buy a new phone. Or you can target a new phone owners and offer them a special accessory or cover for that phone. And you can also target people who are currently traveling or planning their next step, or people who are repetitive travelers and you can sell them products that might be problems. Well for them, like this one. At one of the most important features we find here is the ability to target Facebook most engaged shoppers. And these are the people who click on the button by now on Facebook ads. 20. Detailed Targeting Example (Fully explained): Now after getting a little bit familiar with Facebook targeting, Let's take an example and let's work on a deeply. Let's suppose you are selling golf equipment, so you need to target golf player. So the first thing I would do is to draw a table like this one. Now, I need to search for golf players. If you are familiar with golf a little bit, you would know the name Tiger Woods. He's one of the most famous golf players. What most advertisers will just do is to go to Facebook, target Tiger Woods. And this is a huge mistake. Because if you say to Facebook, to target people interested in Tiger Woods, these people might be just fans who watched Gone and not necessarily Playgirl. Or they might be tightened roots fans only. So you have to choose a golf player that's less known than Tiger Woods. That's why we are going to Google and we are going to type golf, play it and see what you will find. So here we have the official gold flanking page. Let's check. What do we have here. So we are searching for not too famous golf players, but also we need a known goal for players to be able to target them on Facebook. Because if you choose and a node one, we are not going to be able to target them on Facebook. So we need a player in the middle, someone famous enough to be within Facebook interests, but not too famous, so anyone will know him. So we are going to try some of these names and see how many people are interested in them. So I'm going to start with this one. I'm going to copy the name. And I'm going to paste it in here and Facebook Audience Insights. And here we notice that we have 300 K of 350 K of people interested in this name. So we are going to keep display it and I'm going to try a different one. Let's try this one for example. Here we have a smaller audience of HEK293 K, but it's okay, I'm going to keep this name also. Now I'm going to try a different one. Here we have an audience of one hundred, one hundred and fifty K. Also a good ideas. You can search for names with bigger audience if you want, but this audience is fine with me. I'm going to remove it. And I'm going to try a different one, like this one for example, you can try any names you want. It's up to you. And I'm going to paste it in here. Here we have a larger audience of 500 k2, 600 K, and I'm going to keep it. So now we have the names of our four players and we are going to write them. Inside of our David. So now, after having all these names, we are going to create our first audience. And we are going to tell Facebook to target people interested and golf and enact least one of the other players we have put in this David. This is what we call flax targeting when we use the end condition. And that's how we have narrowed our targeting. A person that's interested in gold and in at least one of our players is more likely to be a going to play in than someone who's only interested in Tiger Woods. Narrowing good audience is very important because in this way you can make sure that you are targeting the right audience. We can also go to behavior and choose engaged suffers. Facebook knows who are the people who shop online the most? So why not targeting them? Hi. You can also play around and create different audiences. For example, you can create an audience composed of people who are interested in Tiger Woods, people who are interested in gold, and people who are also interested in at least one of our four players. There are many options that you can work with. That's why it's very important to create several audiences, to test them, and to choose the best one photo. Now let's move on to golf magazines and let's type on Google Top Golf magazines in USA. Let's try each one of these magazines on Facebook Insights and see what numbers we will get. So we will start by going digest. This one has 1.5 million persons, which is a great number. Let's move to golf magazine. This one has 350 K to 400 K, which is also a very good number. Let's try the third one, golf course architecture. While this one is not on Facebook Insights, so we are going to skip it. For girl 50k magazine, we have 250 K to 300 K, which is also a good number. So we are going to keep it. So now I can create a flex targeting audience composed of people who are interested in Golf Digest and people interested in at least one of the other magazines, and they are also engaged suffers. The same thing you will be doing for Gulf stores, golf books, and golf clubs. Using this method, you will be having between five to 10 others is between 100 to 500 k persons. You can also use this to exclude a certain type of people, which is also a very important option. For example, you can exclude people with pudgy connection because if their connection is poor, they will be having problems to access your content and do that conversion action desired. You can also exclude all their devices and operating systems. If someone has a very old phone, it will not be easy for him to go to a store and make a purchase. So in order to reduce your spending, It's better to exclude these people unless you are advertising for them in order to sell them a new phone. You can also exclude Facebook pages, admins. So in this way, your competitors will not be able to see your ads. Also here you have the connection section. For example, you can choose to target only people who already liked your page. You can't target the friends of people liking your page, or you can exclude people who like your page. Audience section is extremely important for your business. Soothing the right audience and putting time and effort in this section will definitely help you boost through sids. That's why I recommend you to take your time understanding and mastering this section. That's how you would be able to know which Targeting could be the most relevant to and to serve. They told me and let's meet in the next lecture. 21. Optimization and Delivery : Hello there and welcome to this lecture and this lecture and in the upcoming ones we will talk about optimization and delivery section at the ad set level. This section is a bit big. That's why we have divided it over several lectures. This way, it would be easier for you to understand all what's in here. Here you choose the optimization for additivity. If you choose conversion as a campaign objective, then here you will be choosing between these options. Convergence, landing page views, link clicks, impressions, and daily unique reach. So which one to choose in order to get the best results for the commerce? As a general rule, I recommend you to always select the options that's most closely aligned with your top-level goal. In our case, that would be definitely conversion. You should know that Facebook do not show your ads to all your audience and your audience. There is a segment of people who are more likely to click on ads. Segment of people who are more likely to covert or likely content. And there is a segment who is more likely to convert. And there is also a segment who does nothing. When you choose conversion, facebook will show your ad to people who are most likely to convert, and this will give you the best results. Let's move to the second option, which is the conversion window. It's a very important section. So get your pen and paper and start taking notes. Here you have four options. You have one day after clicking, seven days after clicking, one day after clicking or viewing, seven days after clicking, or one day after viewing. I know all of them seems difficult and you are wondering, No, what's that? My head is spinning. Well, take a deep breath and calm down. We made this detailed and animated course to save you any frustration. What you are feeling now as hard and complicated will be crystal clear at the end of this lecture and the coming lessons, we will start by reading what Facebook tells us about conversion window. Select the amount of time it typically takes for someone to complete a valuable action conversion after clicking or viewing your ad. We use that are generated using this timeframe to optimize at delivery. For example, if your conversion window is one day, will optimize by using data from conversions that occurred within one day from someone interacting with us to find out which conversion window is best for you. Ask yourself this question, when do I expect a person to complete a purchase? To make things easier? I'm going to give you a real example. Let's consider that you are selling high ticket items. Let's say you are selling computers at $100. A person waiting for his train to arrive saw your ad on his mobile phone. He liked that if you are selling the click and went to the website, most probably he will not buy directly. He will think of it. He will check out the features of the PC you are selling. And maybe just maybe he will add it to his card. Then he reclose your website because the train came and it's time to live. The next day, he went to his office and did some research about the computer he saw at after three days while sitting with his wife, he saw your ad again at remembered that he needs a PC. He discussed this method with his wife. I decided to pull up the credit card and buy it. In this case, the purchase conversion happened four days after clicking the Add. If you think that this scenario might happen often with what you are selling and your audience might need a couple of days after clicking on your ad to take the decision to buy, then you should choose a seven days conversion window after clicking. Because if you choose a conversion window, a fun day after the click, then Facebook will not attribute the saved to the click that happened, the 0 because the purchase happened outside the conversion window. And this is a very important data we need in order to let Facebook knows which type of people are more likely to convert. So EFSA purchase happened after four days and we chose a one-day conversion window. We are telling Facebook to not count this purchase and his optimization. So imagine that the majority of different buys your product after three days. All these psi's will not be taking into account for optimization and Facebook will not attribute the saved for the click. Facebook. We considered that the C happened by coincidence and it's not related. Click that the customer that on your ad, facebook will not add them as data and will not be using them for optimization. And this is extremely important because if Facebook had taken into account this data, a few buyers, Facebook would be able to search for people who are similar to buyers and tried to sell them. By telling Facebook to consider a one-day conversion window, you are telling Facebook that the majority of your series convergence happen in the same day, people click on the ad and any sales conversion that happens outside this window is just a coincidence. So in this case, you will lose data. That's why if you think that your audience will take a couple of days to buy after clicking on it adds, then it's better to choose a seven days conversion window. Let's consider another scenario where you are sending a $7 product. Honestly, a $7 product doesn't require three days of thinking before buying. If something costs $7, most probably a person will take a buying decision directly in the minutes or hours after clicking either TBI or not. If you expect the majority of people to buy in the same day after clicking, then you should choose a one-day conversion window. Some people tried to outsmart Facebook by putting our conversion window of seven days, thinking that this way Facebook will gather all the data possible. Well, this is not something I recommend you to do because this might cause your travels and you'd ads. And let me explain why. If all the purchases are supposed to happen up to one day after clicking and if someone goes after five days due to a coincidence and not because you saw your ad. Facebook will register this by it, even though he didn't buy because of your ad. And this might you the optimization of your ad because Facebook collected irrelevant data. Besides, if someone saw your ad and you didn't buy in the first 24 hours after clicking, then Facebook will classify them as an unbiased. And Facebook will try to avoid putting good ad in front of people like him. But if you choose a seven-day conversion window while expecting that the majority of your states when happened in the first day than if someone clicked on the ad and didn't buy. Facebook will still continue to optimize and try to sell this person, which would cost you a lot because Facebook will be trying to sell people who are not interested. So let me sum up everything. I know you might be a little bit overwhelmed with all these information. Think that the buying cycle of feudal products is seven day, then you choose a conversion window of seven days. If you expect people to buy your product within one day, then you choose a conversion window of one day. And if you don't know exactly, all you have to do is to split test urine to access with two different conversion windows and you see which one performs better. For me, I use with these 10 items between 30.500. So in 90% of the cases, are you with us seven days conversion Windows? Well, it remains one decision to make, and this decision is between two options. Should we choose seven days after clicking or seven days after clicking on one day after add viewing. If you think that people might be interested to buy your product after one day of viewing your ad or buy it within seven days after clicking, then you should be considering this option. Let me give you an example. Let's say Alice does, is putting an ad on Facebook to sell their new shoes. People might see the ad on Facebook and they can go to understood without even clicking on a Facebook ad and buy the shoes. And the same day. If you think that this scenario could happen with you, that one of your customers, just after seeing you'd add, goes to store without clicking on your ad and buys your product, then you should consider choosing the seven days after clicking or one day after viewing option. But it's not easy to answer this question. So that's why in order to choose which one is better, you have to split test and figured out which one is to really better for you. Well, in order to not complicate your life, if you are a beginner, you can begin with seven days after clicking or one day after I add the viewing. Stay tuned with me and let's meet in the next lecture where we are going also to talk about optimization and add delivery. 22. Optimization and delivery: Cost Control: Now we talk about cost controls, which is optional. If you want to use this option, you have to precise on average cost by conversion, which means the average amount of money you are willing to pay in order to reach the conversion event to pick while building your let's take an example. If you're product costs you $7 you are selling it for $21 it means that your margin is 2117 equals $14. This means if you spend less than $14 to make us say you are profitable. So if you conversion events is purchased, you can take a look to optimize the ad in order to obtain a purchase in less than $15 Basically, then tried to make one purchase with less than $14 this is what she called manual. Let's talk more about it Face. This is viewed as the election former. When you are creating a new campaign, you are joining a huge worldwide oxen. You will be competing with hundreds off thousands of advertisers. Facebook will drive 65 every advertiser space for advertisements is limited. Sometimes Facebook won't be able to fulfill all the requests. When this happens, the highest bidders will get the most placements. That's why the course that he spent to reach a user will depend at least partly on the bed that you make to reach that. Choose it in other terms, if you are selling a product related to gold, and there are a lot of people that are selling toe people passionate in gold the price Facebook will charge you with Yankees. In most cases, Facebook automates bits. This is the default option. Advertisers often complaints about cost stability. Some of them want to control that cost for a certain type off conversion. So that's why Facebook allowed value. LBD advertisers can choose toe manually, but in a letter to better control their cost. The primary goal off a manual bit is to get cost with purchase or any other desired action statement. Let's big secret. Let's support has to sports display ads, and there are three advertisers bidding. We estimate that the only defend by their bets the reality is much more complicated than this example. But it will help you understand advertising a bits for $0.4 advertise would be bits $40.7 advertisers see bits for $5. If we have only two sports than more support Lee Advertising A will get very few impressions. Advertising be will get a good amount off impressions at a price somewhere between little $20.41.0.7 dollars. And advertisers see will most probably get more impressions. Enterprise just slightly above the price paid by advertising. Big advertise. Chrissy will never pay a price close to $5. He will only pay the least amount necessary to be advertising. There are two important takeaways here. First, if you talked a bit to know your campaign, my not get the exposure it deserves and you want to reach your goals. Two. Don't worry about bidding on a high amount. You would still end up paying the lowest amount possible in the auction to get your ads. Let me tell you now about the strategy I used for manual bidding. In this case, I choose to optimize for purchase. The first thing I do is to calculate my margin. I know I keep repeating this during this course because it's very important for you to know your numbers the margin is that the finish between your selling price and the course of your product? If you are selling a product that $50 it's costing $26 it means that your margin is $50 minus $26 equals $24. What I would do is to divide this margin by four. So 24/4. It's $6 and I create a first accept and true $6 for manual building. And then I create another except, but this time I double that it it means I would be using a bit off $12. Next, I would create 1/3 except, but this time I will repent of it, so I would choose a bit off $18. As then, I will create 1/4 that set with a manual bid, equal toe my margin, which is $24. So now I have four X sets running with four different amounts off manual bidding $6.12 dollars, $18.24 dollars. I would consider a daily budget equal to double off the margin for each set. This means I would be putting $48 on each set. Then I will run all my at sex for two days. I would analyze my results and the EC set that gives me the best costs. I will keep it running, and I will scale it, and I will kill all the other assets. Now, if you're optimizing for after cards, you will not use the same numbers because if your margin is $24 your aim is to obtain a nectar card for $18 it means you are in a bad situation. That's why, if we are optimizing for actor, card will be use smaller numbers for example, $1.2 dollars, $4.6 dollars etc. Which set performs better. Some of human tiny okay, but $48 Each attack is a huge having four sets. It means almost $200 a day. Don't panic. I would explain what personally, I only use manual begging after finding a winner product. So first I begin with automatic bidding when I find a winner. Then I tried the manual bidding to see if I can get better course for purchase, which means well, I put $200 per day. I don't have a huge risk because I know it will sell. And I know that I will not throw these $200 out of the window, and this is what I recommend you to do. So, to sum everything up, I first automatic bidding. But I'm sure I have found a winner for that. I started using manual bidding, and I compare the results with automatic bidding. If automatic bidding results are much better, I keep them running and kill them and well being campaigns and visa versa. State owned and meet me at the next lecture where we are going also to talk about optimization and very, very. 23. Optimization and delivery: When you get charged - 3: Have you ever wondered how Facebook decides how much to actually charge you for your ads? Well, it depends on how you set up them. In most cases, you will pay based on either how many 1000 impressions your ads get or for every link kick on your heads. In case you are optimizing for conversion, Facebook will charge you by each 1000 impressions. So you are not paying. Every time someone clicks on your ad, you pay only for each 1000 impressions. Meaning if 1000 people. So you add and you've got only 150 clicks, you would pay the same amount of money if 1000 people so you add and only 20 persons click . Well, this should push you to create the most attractive ads and target that our audience. As a general rule, I suggest that Julie of this as the different options Facebook have actually done a pretty good job of setting up people's that get you good results in most situations. In our case, if the conversion we are always charge by each 1000 impressions and we cannot do anything to change this so I don't think a lot about it. Now let's move on to delivery time. Facebook offers to delivery options standard delivery for accelerated delivery. The standard delivery is the different option. When you lounge Facebook eggs, it will try to deliver your ads in a way that's evenly distributed throughout the day. In this case, Facebook will prioritize the optimization off the ad over the speed off the living. That's why the entire budget might not be used. S Facebook is trying to maximize your opportunities to get versions at Optimal 11. With the accelerated delivery method, your ad will be shown as frequently and quickly as possible. Escort, as you allow should contain Facebook will prioritize. Speak over efficiency. In my case, I really used the accelerated delivery. I prefer to give time to Facebook to optimize my ads and give me maximum conversions, so I recommend you to use standard delivery. In some cases, accelerated delivery might be useful. If you have flesh stays for a couple of hours as you want maximum people to see you as then it would be wiser to use accelerated. I know the optimization as at delivery section was a little bit difficult for you. That's why I command you to really watch these three lectures and make sure that you have understood everything before moving on to the next lecture. 24. Master the ad placements: hi there, and welcome to the structure. In this lecture, we will talk about placement. What does that mean? Placement of the section at the exit level, where we precise, Where do we want to put our heads? I personally always added the placements, and I don't go with the automatic corn. So let's check out the different options we have and discovered what could be better for your business. First, you should choose if you want to put the ad on mobile or on desktop to take this decision. I always run toe that sets one on more wine and run on desktop to see which one is performing. But if I see that one of them is performing much matter than the other one, I killed the other one, or I try to optimize it. Now concerning the platforms, let's take a look to see the options Facebook newest feats or, in simpler words, Facebook com page, where you see your friends updates and the updates off the pages you like. In addition, toe EDS. Instant articles. A listen article is a document that loads very quickly on Facebook. Instant articles give you the ability to tell Richard stories in a branded and customizable article. Former that renders fast on Mobile Instant videos are the eggs that show when we are checking Facebook videos. That column. It's the one we see next to our newsfeed's suggested videos are the videos that Facebook suggest toe us when finishing a video we were watching. Facebook Marketplace is a digital marketplace where user stand arranged to buy, sell and trade items with other people in their area. It's not available in all countries and can access on more by and stories. We have also instagram fees and stories and messages, inbox and stories. As for audience natural, it's a way to advertise outside Facebook while using Facebook ad system. Personally, I shut down everything and I leave Onley Facebook feet. I have run many tests, and I have found the best performing ads for me are the one in the new speed directly. Usually, once I find a woman product, I then start trying other placements, and I picked the placements that performs the best escape concerning the mobile devices. I always prefer to target people connected to WiFi. I think that this option saves me money because in many situations people who are not connected to WiFi might click on eggs without proceeding toe purchase, and I will give you a small example about this. Imagine someone in the subway and is seeing you add with all the people around him. He might click to check on your ad and check the product you are selling, but he's less likely to make a purchase. Many things might distract him. Or maybe he was simply lose connection underground. And he will forget company about the ad click. I hope to enjoy the structure. Let's meet in the next one. 25. How to set up your ad: I wear and welcome to the structure after finishing up with a campaign and the exact levels . Now we are going to tackle the ad level. It's with no doubt the simplest level so feel relaxed in this level. You choose everything related directly to at you. Start by naming good ed. I always recommend you to give meaningful names so you won't get lost later when you have too many ads. After naming, you'd add, you choose the Facebook page on the instagram page off your business. So if you have a store, you pick its Facebook page and it's instagram page. The pages will be shown on the ad so your viewers will see them. So create two profiles and designed them for your Facebook page at a profile on the cover photo at some description, location and contact info. So in this way your page will look professional. As for Instagram and also a photo, a bio and some posts so profile won't look spammy or unprofessional. After that, you can choose between two options. Either you choose to create a new ad or you use one off your existing posts. If you go with the first option, you will be creating good post here directly within your at set. You have Year three options. I always go with the 1st 1 Through this course, you have discovered how to design your ad image and video. So heat at this section, you will be using them. If you have choosing to advertise with an image, you just upload it here. If you choose to advertise with a video, you can either choose to upload your video or you can let Facebook create a slight show or a video for you. For sure, I recommend you to add your own video. This is the best option for higher convergence. Then choose your link type. We are advertising for a product on our store, not for a Facebook event. So you keep what side as your choice. Then you add. You add description here and you as the link for your product age here and yet you can change how this link would be displayed. So if you want to make you lengthen display in a different way, you can do with here. So if you link is too long, you can write it here in a shorter way. And yet you should added headline, Your headline is your at Titan. So how to choose a good headline? Well, there are many options regarding this point, but I will tell you the one that works for me and it's always up to you to test and try. The first criteria is to use a five words headline many studies have shown that adds with five words. Headlines are the best performing ones used numbers in your headline make it short, sweet and to the point. You can also use a question. Former Use action verbs point out benefits and create curiosity after he had line. You should add your name description. Used the same seven points I have recommended before to write your headline. Make it short and the precise for the ConStor action button. I recommend you to use the words Learn more. Don't use by now because if you put by now, people will think that they are going toe by directly at this moment from you. This might scare them. That's why I recommend you to use learn more instead off by No, this would be much more better for your conversion and much more better for your viewers. You choose your pixel and you proceed. On the other hand, if you go with the second option, which is the one I recommend you to do and you will learn native in this course why it's definitely your best and most foot option. You use an existing forced or one off your existing adds. Both options will work fine for you. Let's say I want to use one off my existing eggs. So I goto this ad and I click on this option in here. This option will allow me to see my eggs from here. I can copy my at post ideas and I can use it inside my head level. In this way, I would be using the same outpost again and again in my different campaigns. I hope you understood the 11. Stay tuned with me and let's meet in the next lecture 26. How to read data and which metrics are important: Hi, everyone. And welcome to this lecture. After learning how to set up your ads in this lecture, we are going to discuss how to read your ads, results and how to analyze them. If you want to really optimize your business understanding, that is a key element. If you have a good understanding off data, it will be very easy to you to take your business to the next level. And it will also be very easy to know if you are profitable or not. I'm not sure if you have already tried running some ads, but whether you have tried before or you are going to start now, analyzing Facebook data could look like a really nice man. Facebook offers too much these days. Too many numbers, and they all seem weird and tough to you, especially if you don't like numbers at math was never your favorite things. Well, don't worry. I'm here to hold you back in this lecture. I would explain to you what are the most important metrics use it folks on. In order to optimize your story. This will help you get rid off any frustration and will make dealing with Facebook data way easier. So let's start. Let's begin with the most important metric recipe P or the cost per purchase. If you remember well, we have talked about margin, which is equal to the difference between your selling price of the course of the product, which means that if you are selling a product at $39 the original price off the product is $20 then the margin is equal to 39. Minus 20 equals $19. So if the CPP is less than $19 you are profitable. And if your CPP is more than $19 you are not profitable. Comparing your margin your city is the most accurate indicator you can use to know if a net is good or not. If your margin is $20 you see PP is $8. Well, this is great. If your margin is $100 you already spend $30 on ads, that doesn't mean that you add is not good. You are still able to send more on eggs in order to sell this $100 margin product. So if you end up with a sale, active spending $75 which means that your CPP $75 it means you are left with $25 in your pocket, and this is great. But imagine that your margin is $12 your CPP is $17. Well, that's very bad. You are losing money if you are not a doctor offense, and you don't like to spend a lot off time analyzing that you can only use your city P, and it's sufficient. But if you want to analyze your business more and if you want to boost it further, you need to look at more. Metrics like the city are, for example, which is equal to link click through rate. It's the percentage off times people. So your ad and perform Elaine click. In other words, it's how many clicks you get when 100 persons you, a lot of people ask me what they are is good. Well, the question is a little bit complicated because it depends a lot on your nish, on your product, on your equity and on your audience. But as a general rule city are less than 1% is not good again. If you're sipping tea is good, then don't 20. Don't kill the ad. When the city are is less than 1%. It means in most off times that you should change your target audience or enhance your head . Or it could be in that your product is not driving a city odd between 1% 2% it's considered good, but you should aim to do better. A city are above 2%. It's considered very good, and the city, odd above 5% is considered excellent. Another important metric is the City post for 1000 impressions. This is a message that measures how much you are paying for each 1000 person Using this data. You can go bare headsets if one, except it's costing you much more than others. You should figure out what to do either fix it or to kill it again if your sippy animistic but your sippy is good, don't you? You should expect Ah higher CPM in the fourth quarter, especially in North America and Europe, because, as you all know, at this time of the year, there are a lot of occasions where people buy products to give them. Another important metric to consider is the air O a s, which sends for return on Ed, which is equal to the total sales divided by total ad spend. Let's see an example. If you spend $1200 to advertise for certain products, the same is where $3600 then your O A s is equal to 3600 divided by 1200 which is equal to three. Which means that every time we spent $1 on Facebook ads, you generated $3 on safe. But the Aero A s is not sufficient to measure your success because formula doesn't take into account goes off your products. So imagine that the products close to $2500 as them to the $1200 on expanse. It gives you $3700. As for $3600 in revenue, it means in this case you are not profitable. What we should leisure is the our eyes, which is that return on investment, you add Oh, I is equal to save minds Cost divided by If you're at all I is positive, it means are making money. It's negative. It means you are losing money. If you make $20,000 on stays and you have $5000 as cost, it means that you're at all. I is equal to three. It means that for every $1 spent, you made $3 profits. Another interesting Mastic to look at is that 11 score this metric measures how relevant to Ed is for your others. The more your relevance score is high, the less PM you have. So you should always eight for relevance scored higher than six. No, if you have a relevance score equal to three and you are making money from this except just leave it running at the end of the day, it's the prophet that are making what really counts. Now let me show you how to keep track off these Matics on your Facebook business account. 27. How to create an ad with thousands of likes and shares updated: Hi there and welcome to this lecture. In this lecture I'm going to show you how to create an ad with thousands of likes and shares. I bet you have seen a lot of ads with thousands of likes and views and hundreds of comments and shares. These likes, shares and comments attract people. There are strong social proof. They show that a lot of people are engaging with your posts. And this encouraged new people to click and engage with your post. Imagine that you are not out and searching for a restaurant to eat. You are standing in a street full of restaurants, and in front of one of these restaurants, you see alone. Q. This will most probably encourage you to go to this restaurant because you will thank yourself, since a lot of people are interested to eat that it should be a great restaurant. So let's go. Well, it's the same thing with Facebook ads. When you have thousands of people engaging with your ad, it encourages other people to engage also. And this is a huge says booster. So how to achieve this social proof at? Well, you go to your page at you create a post that on your page and not from the Ad Manager. And then when you create your ad, the ad level, you click on using an existing post and you choose that post you have created. So this way, in the testing phase, when you create them at sets, for example, each of the assets will use the same post. So all the likes and shares and comments Coming from each ad set will sum up. So if each asset growth you 15 likes. So if you have 10 assets in the testing phase, you will have 150 likes. And that's a good beginning. A lot of people create the ad, the ad level. So as I have done at sets, it will result in the creation of 10 different ads and the likes will be distributed on each of the ads. That's why you should create a post on your page. And each time you want to market your product, you choose your existing posts. That's how the likes will accumulate over time. There is also another option. So instead of creating good posts on your page, you can create and add on your first ad set. And each time you create a new asset, you use the ID of the first ad you have created. In this way, the shares, comments and likes will be accumulating. I have showed you how to do that in the lecture dedicated for the ad level. If you want to go with this option, you can go back the electrode of the ad level and check out how we did it. I will teach you another tip. I don't personally use it, but you can do it in order to boost to social proof. You create a campaign with an engagement objective, and you create your headset and you target people in countries that have low cost adds. If you search, Google, you can find a list of countries where Facebook ads, Costco, you target them and you choose the ad level you'd existing posts. This way, if you put some budget, you will have lots of engagement on your posts. And this likes and comments and shares will stay and they will help you boost to sales. So after collecting all the social proof, you go back and you start choosing your posts and your other assets. But now with a conversion campaign. So these are the two different methods to that high engagement on your posts. Can work with any one of them, or you can choose to work with both of them. Stay tuned with me and let's meet in the next lecture. 28. How to set up a (really) efficient retargeting campaigns Updates: Hi there and welcome to this lecture. In this lecture we are going to see how to use retargeting. Retargeting is one of the most powerful ways you can use to boost your sales and lower your costs. I'm not exaggerating when I say that without having a deep understanding of how retargeting works, you will never succeed. Retargeting enables you to show your ads to people who are already engaged with your ad or perform a certain action on your website. Simpler words, retargeting enables you to show your ad to people who have shown some interest in your product. The Internet in general, and Facebook particularly, are crowded with ads. We see ads every day and everywhere. People are selling and buying more and more online. That's why when someone sees an ad for the first time, he might like the product, but this might not be sufficient for him to pull up his credit card and purchase. However, if he saw your ad several times, this increases your chances convincing him to buy from you. And this is what the marketers call the rule of seven. The rule of seven is our marketing principle that states that your prospect's needs to come across to offer at least seven times before they really notice it and start to take action. Your prospects can be exposed to offer more than seven times, but they need to see it at least seven times. This helps them remember you among an overwhelming amount of marketing messages and other information, increase your chances of getting better results from your marketing efforts. And here is the importance of setting up properly at retargeting campaign that will boost your story. You should retarget people depending on what action they did on you'd add or on your website, you have to create different layers of retargeting. Let me give you my strategy. If someone both from me, a product, I will retarded him with an ad that shows another product related to their productive, both with a 10 percent discount. If someone is shaded checkout for a certain product, I retarget him with an ad for the same product, with another photo or video or another ethics and with 5% or 10 percent discount. If someone edit the product to the cart, I will retarded him with a different ad for the same product may be at different photo or at the finished video. And I will remind him that he left our product in his car. If someone visited my store or entered, acted with my ad, I will retarded him with a different ad for the same product and maybe with a different placement. That's how you create an effective retargeting campaign that will boost your state. Concerning the budget, I always recommend to divide the budget that you are putting on your campaigns by three. So if you put $30 per day on, you'd add, you put $10 per day for the retargeting. Now, let me show you how to do it, a new adventure. So the first thing to do is to go to Assets Library in heat and to pick audiences. Here you have three different options. Custom audience took unlike audience or Saved Audience, we are going to create a custom audience. So I'm going to pick this option in here, and I'm going to click on it here. I'm going to pick website traffic. And after that, near we have the different options of retargeting. You have purchased your content page view, Add to Cart lead. It's up to you. You can do or the retargeting you want to do in here. I'm going to do a retargeting for PIP for people who added a certain product to their cart, a certain products from my store to their cart. So I'm going to pick add to cart. After choosing Add to Cart, I want to refine options to exactly target one product. So I'm going to pick in here an option that allows me to do that. You have different options in here. The only one that will give you exactly the product you want as the content ideas. If you pick value, for example, you might be retargeting to the front end to karst, two different products at two cards. So you can choose content ideas and I'm going to show you how to find the content ID of a certain product. If you remember this, a Chrome extension, we have used that before. So you have already installed it on your Chrome. You go to your store, your product page, exactly. And up you can take here. From here, you can choose that I can find the content ideas of each product you have on your store. So you copy this number from here and you paste it on your, on your ad manager in here. And this way we can retarget people who exactly added this product, not any product, this product to their cart. So you can retarget them with an ad of the same product, push them into taking action and buying from you. You can choose any option you want to get, choose purchase, you can choose Add to cart. You can choose the option you want to retarget. You can do all of them in the same way. I hope you enjoyed this lecture. Stay tuned with me and let's meet in the next one. 29. When to kill an ad: hi there, and welcome to this lecture in this lecture we are going to discuss When should you kill? And it a lot of people debate about this topic on the Net. If you have a net set not performing very well, what do you do if you keep it? You risk losing money. But this asset could take time with Facebook algorithm to optimize. And if you kill it too early, you risk missing a winner. Except it's a hard decision to take in this lecture. I will give you the method I use to decide whether to kill an ad or not. Let's take an example to analyze it. Together we will take five difference that sets that we have run for three days. The product cost is $5 we are selling it at $20 so the margin is $15. Let's calculate our daily budget by applying there, would I have told to in a previous structure I will multiply 15 by 25. It will give me 375. Then I will divide it by seven and then by two. I get the final answer off 26 so I would run five different sets for three days as $26 per day. And I will use purchased as my conversion. Even I know a lot off. You don't have this budget. That's why you can choose the other method I have given you and the budget lecture before. Let's analyze the results after one day. So the first thing we have to do is to look at a set number C we see here. No say's. The cost per click is over $1 the city are linked. Click is less than 1% and we have only 18 clicks. If people said this except to others, it's too low. This excess is clearly not profitable. I will definitely kill it after they want. Let's analyze at that one. No way c zero sales. But we see a good number of clicks, relatively good CPC. We also see 14 at cards which demonstrate some interest in this product and the good city are make take about 2%. So I relieve this attack for No, I said to and that support are great. They made sales. Yes, if if he is less than the margin, which is $15 so we may some profit here. The CPM is also great. I will definitely keep these two at sets for later. At that four might be a winner. One concerning at set five. We've made a save. The CPP is not that good. We have only eight at two cards, selectively low if we compare it to other exits, so I would keep it to see the results off the second day. Let's move now to analyze the results off the four remaining assets After two days. After two days, we can see to purchases for the at set one. That's why it was wise to keep it because the CPC is acceptable as we have seen a lot off at two cards. But our city now is $26 which is highest than our margin. So we are losing money, but it's OK for now. We are still in the optimization face so we can accept to lose some money in order to let Facebook algorithm optimized. Our concerning at five we didn't make any saying in the second day. The CPC is above $1 which is relatively high for products having a $15 margin the city are has dropped on a CPM increased and the most important data is the CPP. We already spent $52 to make one save, so we lost $37. It seems that once say, we have made this asset waas by a lot. For all the reasons about I will shut down the exact form concerning I set toe. We have only made one save and they too so three stays in total. The TPP increased from $15 to $17.33. So we are losing money now because the margin is equal to $15. The TPP also increased to $0.55. I will keep this except to see what will happen in Haiti. Let's analyze at set for no. So we have made 90 days until no Mississippi P is $5.7 which is better than before. The cost per click is okay, So the results off this except our great will definitely keep it. Let's analyze now the results after three days. So after three days with these that sets, we have seen that at set to begin well but didn't perform well later, the TPP is $26 the margin is $15. So we have lost $11 for each state. I will definitely kill this excess at that one. Begin with zero say's but a lot off clicks and active cards, which the most great interest from this others in the second day it brought to sales and in the 3rd 1 for safe. So Facebook I. Grissom took some time, and now this exit is performing much. The TPP is 13 daughters, which means we have made to donors for state. So overall, five daughters. I know this is not that great, but always remember that it's only the testing face. You should not expect to make a lot of money. Your objective year is together. Data, which will help you later to optimize your exit at SAT forward is our Willard, except with 15 stays in three days and with a secret P equal to $5.2 which is way less than our margin. This is the best ad so far. So what will happen now is that I would only keep at that one, and that set forward and do what investigations on both of them. So let's do a small calculations to see the results off these three days. In the first day, we sent six by five equals $130. In the second day we stand 26 by four equals $104. In the third day, we spend 26 by three equals to $78. So in these three days, we stand 130 last 104 last 78 equal to $311 and we have made a total off 25 days. The margin each state is $15 so we made $375. So our profit is equal to $375 minus $311 equal to $64 which is around $21 per day. Well, I know this number is not that good, but this is very normal. We are in the testing phase now, and we have to spend money on ads in order to get data and in order to help Facebook algorithm optimizing our ads. But once we find a very well optimized exit like except for we can scale and make much more money I hope you enjoyed the structure and you understood well when you should be killing your head. If anything stayed clear, please do not hesitate to re watch this lecture again. Thank you for watching this lecture. 30. When and How to scale your campaigns : Hey, guys, and welcome to the structure in this lecture. We are going to cover one off the most important topics in this course, which is skating. Scaling is so important, and if you know how to do it properly, you are gonna make a lot of money. This is the power off Facebook ads. It's scalable. If you have a physical store, you cannot scale easily. You have to invest a lot off money and time toe open another physical store. If you are relying on organic traffic, you cannot scale because you have to wait until someone search for your product on Google and finds you. And by but with Facebook and nearly two billion users, you can show your product in front off potential buyers all over the world and make a lot of profit in a short amount of time. So once you finished testing and you found your winner product, it's time to skate. There are two ways off scaling vertical scaling and resented scaling. Let's begin with vertical skating. Vertical scaling means you have to increase your budget, but the question is how to increase it. Should we increase the budget on the same wounded asset, Or should we let the winner except running and duplicate this asset and increased the budget on the new one? A lot of people stayed that increasing the budget on the winner at set might kill Saiz. That's why they prefer to live there at Set, working on the same budget and applicator did and scale on the new one, and others prefer to increase budget on the same at set. For me, it doesn't matter if you are ready, made all the tests, and you are respecting all the strategies. I thought you in this course and already found a winner. It will sell whether you duplicated the asset and increased the budget or whether you decided to increase the budget directly. You have to keep that in mind if you have a winner product. All you have to do is to give Facebook money and it will sell. Don't waste your time on basic small tactics. What's important to know is how to skate Well, my preferred method off scaling is a step by step. What does that mean? Let's say my except is spending $20 per day. I would increase the budget for $25 keep it like this for three days to leave the Facebook algorithm adapt and to give him time to optimize. If everything is still okay, I would move toe $35 for three days and then toe $50 then to $70 then for $100 then for $150.300 dollars, then $500. I begin by increasing by small steps, and once I see that it's working, I begin to increase my steps further and further. Some people prefer to directly move from 20 to 100 maybe 2 $1000 it could work. But I prefer to be patient and decrease the budget slowly. But you have always to keep in mind that a winner product will always sell as long as you give the necessary money to Facebook to optimize. That's now, at a certain point, after you have made a lot off stays, your city are will begin to drop down and your CPP will go up because your ad will become repetitive and annoying to your audience. At this moment, you need to start to think about scaling her. Resented Lee. Scaling or is entirely means you need to start searching for new audiences. You can start by creating a set off different lookalike audiences. You can start searching for new audiences, or you can also start thinking about advertising in other countries or maybe worldwide targeting. And if you are making money for more than four months with this product, create your brand rent our house in the country in which you have the most say's. This would reduce the delay off shipping, and this will make you unbeatable. Imagine when you can deliver the product in one or two days while all the other competitors deliver it in two weeks. So let's sum everything up. I recommend you to start skating vertically by increasing the budget in small steps. Then, when you reach a certain threshold where the CPP is too high, you start thinking about scaling horizontally by using look alike audiences and by searching for other profitable audiences. I hope you enjoyed this lecture and you understood well how you are going to scale your ads and your business. Stay tuned with me and let's meet in the next structure 31. How to boost your sales using lookalike audiences: Hello there and welcome to this lecture. In this lecture, we are going to talk about the lookalike audience that look like audience is one off the most powerful features you can use to make your sales skyrocket. In this lecture, we will learn everything you need to know about it. So take your pen and your paper and get ready. Imagine that you have found a winner product and you have made more than 200 sales, and your best audience is composed off 250,000 person. After a certain extent, if you keep advertising for the same audience, this audience will be exhausted. The same persons have seen your product so many times that your product became warning for them. Your city are will go down and your CPM will go hide. So you find yourself forced into finding another audience to market your product to and one off. The best solutions to this problem is to use the lookalike audiences, and I'm going to show you why. Let's go back to our example. Your product already made 200 say's and Facebook knows a lot off that about buyers. He knows their sex there. Each the pages. They like the type off as they click on the worst they used when they are chatting and a lot more data. When you use the lookalike audience, Facebook will search in his directory off data for people who are similar to the ones who wants from you. People who are stimulated, the people who both from you, are most likely the people that will buy from you. I have done this for a lot off my winter products, and I'm going to give you an example. I was selling a product with a $24 margin. My casa per purchase was around $11. When I use the lookalike audiences, Micah Super Purchase dropped to $4.2 which is awesome. Good. I only recommend you to use the look. I like audience on your customers only if you have made more than 100 days. If you have less than 100 days, the data will not be that accurate, and Facebook will not be able to create the lookalike, others that can highly convert. And if you don't have these 100 days, no panic. You can sin create a lookalike audience using people who added your producto card, but off course you still need to have at least 100 active card. You can also create a lookalike audience out off people who interacted with your ad or out off people who watched more than 75% off your video. And there are plenty off possibilities. But off course, the most powerful lookalike audience is the one you get from people who already both from you, because this will make Facebook search for people similar to the ones who both from you, let me give you a small example. If I create a lookalike audience out off people who interacted with my add Facebook window search for people similar to the ones who interacted with my add, and this will increase the interaction on my post. But not necessarily the Saiz. Let me show you now how to create a look alike on this out off people who both from your shop, if I store when you want to create a lookalike audience, you have to click on asset library, all tools, then Agins. Then you click on create audience lookalike audience. You have to choose the source, which is the audience that you won't Facebook to search for people similar toe the country and the audience size. So for the country, it's easy. You have to choose the country you are targeting. So if you are targeting the U. K you choose United Kingdom, for example, now let's talk about the audience size. Let's consider that in the UK there is 40 million Facebook users. If you choose the 1% Facebook will calculate the 1% out off 40 millions, which is equal to 400,000. And he will search for the 400,000 people in the UK that are the most similar to your source fight if you choose the 2% Facebook research for the 800,000 people in the UK that are the most similar to your source fight. So what I recommend you to do is to create three lookalike audiences with 1% 2% and 3% and see which one converts better. Now let's see the most important part, which is the source file. Let's suppose our source file is composed of people who are ready both a certain products from our stores, so all you have to do is to export this data from Shopify and important to Facebook. I hope you enjoyed this lecture. Stay tuned with me and let me in the next one.