Transcripts
1. Intro To Digital Advertising: Hey, how's it going, everybody? If current student
than welcome back, If this is your first
time to my training about helping people learn about marketing and growing
businesses than welcome. My name is Adrian Kohlberg. And in this online
video training, we are gonna cover paid
advertising in a nutshell. So this is an intro to get
you in the right headspace, have a good foundation. And philosophically as
well as best practices, some tips to help
you get started with paid advertising
across channels. So if you're interested in
getting into Facebook ads, maybe Google paid ads, even YouTube ads like that. Then this is the course
and training for you. So go ahead and click
there to the next video and we'll get started
and dive right in.
2. Paid Advertising (Intro To Social & PPC Paid Ads): Okay, so let's get started. Welcome to paid advertising. In a nutshell, everything
you need to know about online advertising
at your fingertips. My name is Adrian Hilberg. I'm just going to
introduce myself real quick and then we
can get started. I call myself a
savvy growth wizard. And I helped one
company that never did more than $80 thousand a year from marketing generated revenue to $2.2 million actually in 2021 from marketing
generated revenue. And we did that with
a nine to one ROI. So for every $1 of the
businesses I spent, I would bring in $9 through
different marketing methods, strategies, tactics,
strategy overall, and just building a
marketing engine. So I planned and managed social media accounts
over 12 plus B2B and B2C businesses and have done spent over $200 thousand just
on Facebook heads alone, as well as another $120
thousand in Google Ads, which depending on the
business and the brand, can be a lot or not so much. I was able to get that return on investment while spending
that money on advertising, I grew some Instagram accounts
from 0 and over ten K, at least over a dozen of them. So just some quick stats there. What we're going to cover today is what is paid advertising? Some definitions, the
main advertising mediums, the three pillars of
paid advertising, planning and budgeting your ads. And then what KPIs to track key performance indicators
for paid advertising to make sure that you're actually getting traction with
your paid efforts. So let's just get
right into part one. What is paid advertising? Digital advertising
is really just that. It's a digital way to advertise. And there's a lot of methods, mediums, and channels to do so. It's a way to get
products, services, brand as a whole, all of those things together in front of new customers online, or to capture maybe lost
customers in a retargeting ad, which we'll get to later. Ads can look like images, short or long video clips are just text or in a lot of cases, depending on the
placement and channel, a combination of
all those things. These ads come to
customers through a variety of channels,
through different websites, search engine results like in Google Search and
videos on YouTube. But they all attempt to do the same thing and that's
increased awareness. Um, yes, so we'll get two different types of
advertising as well. So why you should use
paid advertising? It's an excellent addition to any marketing
strategy and engine to help fuel growth
for any business, even on a small scale
and small budget. You can target your
ideal customer profile, who you, who your perfect
customer will be. You can target them.
They exist digitally. They're using a computer,
they're using their phone, using social media
and search engines. You can control that audience
and who sees your ads. You can easily turn
them off and on. You can scale them up and down that control those budgets. So depending on how
they're working, how many people your business is bringing in,
maybe it's too much. You can bring them down, turn
them off, things like that. It's flexible in that way. They're relatively predictable. Once you've set up your
campaigns on different channels, they perform at a certain level. That performance will
pretty much be consistent. So if they're not performing
well, then you know, you need to investigate
some specific strategies on that particular channel to make sure they're getting to a place that are not
only profitable, but then you can scale them
and optimize over time. Alright, so let's take a look at the main advertising mediums. So advertising as a whole hasn't changed that much
over the years. Different platforms have come into been used like
Tiktok for B2C, paid ads is a good new platform. Whereas before that,
Instagram and Facebook ads, which are still the number
one social platform, but those are really the space. So as you can see here, we have our major players. So on the left we have
our social media, LinkedIn, we have our Instagram. On Pandora, Amazon,
we have our Facebook. You can even ever
advertise on Hulu, Google and Spotify,
YouTube and being so, if you were to cover
all these channels depending on your
business and your brand, you'd be able to capture your audience and
their attention across channels and
across platforms. Just named all of them. When it comes to paid
advertising intent is very important. So when you decide where to put your ads
on all those platforms, you need to think where your
customers intent is and And you know what
your ideal customer uses and your audience. If you're a B2C that targets
maybe 18 to 25-year-olds. Then Tiktok, Instagram,
Facebook, YouTube. If you're maybe targeting
an older audience, or maybe depending on the
products or services you sell. Linkedin can be great for
more B2B service type. Businesses would just have to. Depends. So passive
entertainment, Radio, Spotify, pandora, does your
audience listen to them? Active Entertainment,
TV, YouTube, Hulu, netflix, passive
inspiration newspaper. This is your Facebook,
LinkedIn, Instagram, twitter could also be in there that wouldn't actually
wasn't listed here, but Twitter is also a big one. Then active research, this has ten active research like search engines,
google being Amazon. They tend to have higher conversion rates
because people are actively searching for a solution
and then they see your ad, they click through there more compelled to take action
and actually convert. So understanding your customers intent
will help you better decide like where the
pattern interrupt should be. Paid. Advertising is a pattern interrupt and thus where
your money is best spent. So that's something to
keep in mind as well. So part three, the three
pillars of paid ads, paid media breaks down
into three core elements. The offer, the audience,
and the creative. Any ad will have
those three pillars. If you do them well,
you're just off to the races with a
good optimized ad. So let's start with the offer. Typically, out of the paid
ad manager's control, it's important that they have a thorough
understanding of it. So if you're doing, you're paid ads and you're the business owner, you
should understand this. If somebody else's
doing your ads, they should understand this. You need to know what
is the core offer? What are the different
entry point offers? So these are the entry point
offers, meaning you don't, if you have multiple products, services or products,
you don't want to jump straight to
your core offer. A lot of cases. Sometimes you do, but if you want the
highest conversion rate as far as the biggest
conversion for how much you're spending or
return on ad spend ROAS, then having a
entry-level small offer. Maybe it can be an
opt-in gated opt-in piece of content even you'll get a higher conversion
rate and then you can lead through your nurturing
campaign to that core offer. What are the different
entry point offers? Yeah, Just bring
into detail there. What are the logical upsells
from the entry point offered to the core offer.
This is your offering. You can break it down
into core entry point and upsells cross cells to get to
that where you want to be. You can use advertising to support this kind
of offer workflow. The audience is the group of people you will target for your, where your ads are
for you need to know the right audience
so you can use the proper targeting
settings when building ads. You need to know what does
your ideal customer look like, demographic information, age,
income level, title, etc. And I have this great
workflow document to help you build your ideal
customer profile as well as your persona. You really want to get granular. The more you know, and you want to create your avatar of a person to
make them as real as possible. So when you're creating
your creative, when you're building your
audience settings, it just, you know exactly what levers, what text to use to really target and hone in
on that person. Get as specific as you can. Ideal customer profile and your buyer personas
are too different kind of customer information
to understand them. Build those out. Yeah. What is your ideal
customer interested in? Books, TV, other companies, etc. Hobbes. Hobbes can be a
great, great one. What are the pain points
are problems that your ideal customer has
that will be solved by, solved by your offer or product. What are their pain
pain points and what are your solutions with
your products and services? What is your ideal customer
hoping to achieve? So thereafter, state
where they are too. Get the benefits
of your products and services you're selling, then where would that put
them in that after state? If they had that benefit? That leads straight
into the creative. Creative is the
images, the messaging, your copy the text, what the prospect sees. And it's essentially
the ad itself. So you need to know how can you use storytelling
and imagery to invoke a reaction or a connection with
your ideal customer. How can you explain or
show your product in a way that captures attention and what important
information should you share about your
product or service? To set a great first impression. And how can you connect your audience to your product and service in a meaningful way? In a meaningful way. So this one is important,
this last one, as well as how do you connect your audience to your
product or service? And you do that by
storytelling, imagery, explain, or show the product in a way that captures
their attention. And important information like benefits, focus on benefit, benefit, benefit to create
that good first impression. So keep all these
points in mind. Maybe when you're
creating your creative, He'd come back to this slide. Just look at it. That way. You have that in mind when
you're going through it. So part for planning
and budgeting. You can plug paid advertising into every part of the funnel. Top of the funnel making
people aware of your brand. They don't know you at all. Oh, they become aware of
it by usually impressions. They see your ad,
it's in their mind, they see your messaging,
they spend some time on it. They move on middle
of the funnel showing people how your products can solve their problems. So this is where
they see your ad, they click through to your ad or maybe they just
engage with your ad. Maybe they watch your
video, read your text, they learn more about In this can mean a lot
of things depending on your funnel and your
whole strategy. Middle of the funnel looks, can look different ways. A lot of cases. Middle of the funnel is
where prospect to actually click through to the landing
page, to the website. And then bottom of the funnel is encouraging that ideal
customer to buy. So this is where
they're actually on the checkout page
or a quote form or a quote form would
be the middle of the funnel or some kind
of form conversion, but where they engage with maybe your salesperson
or check-out online, whatever that looks like. That's bottom of the funnel. This is a very basic look
at what a phenol is. I have another video in my
Skillshare training here. Or if you're viewing
this on my website, then you can click. I'll share my Skillshare link. You can get there anyway. I have a lot of training. The expands on funnels
further in landing pages. So you have to check
out that this is just a quick basic
intro to that. Understanding the funnel, your end customers goals or
your customers goals, yeah. Top of the funnel,
what are their goals? They're aware that a problem exists, and they're interested. I'm here, you can
entertain them, keep them excited, keep them engaged. Middle
of the funnel. They become aware of the
problem they may have passively learning more about what solutions are out there
and bottom of the funnel, they actively search
for a solution to their problem in
relation to their goals. This is what a funnel would look like when you're planning your strategy and
you're building out your ads for each
stage in the funnel, you want to make sure
you're aligning those adds to the customer's needs, needs at that stage. So depending on where
they are in this funnel, the ad speaks to them, right? That's the important
part about understanding their goals in each stage of the funnel, top,
middle, bottom. So try to put your ads on medians platforms where your
target market hangs out. Kind of talked on
that a little bit. Create a variety of
different top of funnel adds to constantly be testing new creative depending
on the platform. If it's a good idea at the top of the funnel to
have multiple creatives. So multiple images with text, because this prospect will see different ads related
to your brand. For example, if you're
on Facebook advertising, Facebook ads platform or Instagram ads platform
through Facebook. You can create several
creatives within one campaign. And then a prospect
is more likely to see your ad multiple times
rather than they won't usually see the
same and over and over, but they'll see
different creative. So you can expand that awareness by having
multiple creative. Then create a variety of
different top of funnel ads. That way you can test them too. If you have four
different creatives, you can see under
the same audience in the same campaign and everything else in the campaign
is the same, then you can test
those creatives. Sorry, my text is cut off here. I don't know why. But great paid ads
strategy comes down to showing the right
person the right offer. Planning your budget
before you spend. You need to have tracking
definitely in place. You can optimize your
budget along the way, each campaign needs to have
a single goal and KPI, whether that's a conversion
which can be filling out a form or
purchasing a product. Every campaign has
that one goal. And when you set up
your campaign will ask you what your goal is. Maybe your goal is a video
view, follow a subscription, a purchase, whatever that is, that's your main KPI to track. Real performance. So, you know, you're getting your money's worth from that ad. Ideally, you want
your return on ad spend to be a ratio
of about four to one. That helps. That's just a baseline
of profitability because most products and
service businesses, most product
businesses shoot for 50% profit margin on products
or greater or greater. But if you're dipping
below 40 or 50% profit, then you're dipping into
your business expenses, just start eating that up. 4-to-1 is pretty safe. I achieved nine to one return on ad spend before,
which is really, really good and
had an average of six to one ROI over the
course of the year in 2021. But your goal to
start four to one. If it's less than that, then you're usually losing money depending on
your business model. You know, some services
business models, they're willing to spend thousands of dollars just for one qualified, qualified lead. Because if that qualified lead, it turns into a customer, it could turn into
a $100 thousand. It just depends on that
business model and what the margin is
for the services. So here we go top of the funnel. 80% of your budget will go here. This is just to
expand the awareness. 20% of the budget will go to
the middle of the funnel, and 10% of the budget will go to the bottom
of the funnel. So different ads, different campaigns for these different
stages of the funnel. Most of your budget, we'll go to the
top of the funnel. So that's just about
creating awareness. The middle of the
bottom of the funnel should stay pretty
low as most of the budget will go
towards plugging a leaky funnel with retargeting. I spoke on that earlier, but if somebody engages with you through your funnel
and then leaves, doesn't engage with your emails, doesn't get to the next step. You can retarget them and that would be the
middle of the funnel. You have a budget there. Then the key to
great ad spending is to allocate your budget
to ads that perform well. And that's why testing
is important and constantly test new ads to
see if they perform better. Being an Ad Manager is a
lot like being a scientist, where you're always testing and coming back to
that real quick. A successful AB test is you're testing one
element at a time. If you change a ton of
things every single time, you're not gonna get anywhere. So keep that in mind. You don't want to
make large changes. Make keep your certain elements of your campaign
exactly the same. Maybe just change
a creative tweak, different things here and
there as it performs better, you know, that is the
winner and then keep going. So Part five, paid advertising, KPIs, media, KPIs, cost
per thousand impressions. So this is top of the funnel. Cost per view. Click-through rate. The rate of which someone sees your ad and then clicks
through on the ad. Cost-per-click is
an important one. How much does it cost for
someone to click on your ad? Cost per lead? If you get, if that's your
goal is to get a lead, then how much does
it cost to actually get that lead or another? This could also be a
cost per conversion, cost per acquisition,
cost per order. So if you're selling
a product online and then your turn on ad, spend your row as so
this is row as is usually tied to online
storage shopping carts. If someone checks out, they purchase a product
that costs $20. You spent $10 to get that order. Then your return on
ad spend is $10. You spend ten, you make 20, but your turn is $10. Those are the media KPIs, those are all very
common offer KPIs. So your bounce rate, page load time, conversion rate. This is more related
to your funnel, but adds are pushing
traffic there. So it's important to keep
an eye on these KPIs so, you know, if your
funnel is leaking. That, that is it for now. That is an intro to a lot
about paid advertising. So hopefully that gets
you in the right mindset, helps you learn a
lot about how to get started with the
proper approach. Just to begin with, a
lot of people will start paid advertising and
then they just end up losing a lot of
money because they're not understanding a lot of these key elements that help them build just a
better strategy. So I hope that helps. I'll have more
videos and training, either in this training or in another course on
my Skillshare profile, where we dive deeper into
social media examples. And I'll actually create
some campaigns on Facebook, LinkedIn, and google. So either I most likely will be another
training video on my LinkedIn profile or sorry, on my Skillshare profile. If you're interested,
actually see hands-on creating campaigns, creating creatives,
things like that, and applying a lot
of these strategies then go check out that training. But this is an intro to
help you get started. So I hope that helps
give it a rating like it if it helped you and
thanks for your time. I hope to see you in another
training in the future.
3. How To Use Facebook Ads (Let's Build A Facebook Ads Campaign): Hey there, how's it going? Welcome back to another video. In this video, as
part of this course, we're going to take a
look at Facebook ads. And I'm going to create a Facebook campaign in my
dummy account here and go over some best practices
and advanced tips and teach you exactly step-by-step how to get started
with Facebook ads. So if you've never set up a Facebook campaign before
with the Facebook ads manager, which is different from a
boosted post, for example. Then this course is for you. And if you have set it up, then stay with me and we'll cover some advanced
best practices and tips. You'll learn some valuable
information either way, no matter what your
experience level is with Facebook ads. So we're going to follow,
Let's just get right into it. We're going to follow
these steps here. This is, these steps
are for if you've never created or setup or got started with your Facebook
ads manager before, or maybe you have that haven't
done some of these things. So the first thing you wanna do when you get started with
Facebook advertising, excuse me, is you want
to make sure you start. You go to Facebook ads manager. That's different from
boosting a post. And when you create an account, it will give you a pixel. And then you want to
install this pixel and successfully
on your website. This is the very first
thing you wanna do. That's because basically
it will start to track all the activity on your website and you can use
that for Custom Audiences, lookalike audiences, and so on. In your Facebook ads campaigns. So for example, anyone
that visits your website, you can retarget them if they didn't convert
on your website. Or you can create a
lookalike audience from where Facebook wall. Create an audience of people who look like people who visit your website based off
of different criteria. They're algorithm
is like all-knowing super smart AI at nodes like
everything about everybody. A lot more than talking
about business profile. So it can be a useful tool also in case you didn't know you've covered
in the last video, but Facebook ads includes
Instagram as well. So once you get
your pixel setup, you're going to come over here. You want to make sure you have your business profile page. So you have a business
page on your Facebook, and then you want to
make sure you have a Facebook business account, which is different from your
just having a business page. So this is an example
of a business account. So I have this, a lot of businesses here. But then you can link your Instagram and
Facebook business pages to your business account
as well as their ads. And it kind of is the
central hub for everything. In fact, now that I say that, I'm going to just
reorganize this visually. So if this is the center, your Facebook business account, and then everything else
kind of stems off of that. Just do a little lines here. Kind of like that. Once you have all that
setup, you're going to want. We'll go in and look at some real examples once we
start creating these things. So once you have your
pixel installing website, you have your business account. You have your business page
and an Instagram account, which you convert to a
business Instagram account. And then these three
things are specific within the ad platform itself. I guess these four things really the pixel is included as well. So let's dive in and
start creating an ad. So when I start to
create a campaign, which I'm going to
get into right now. I'm thinking to myself, what's my goal and objective? So I have a landing page here, and I want to drive traffic to this landing page so that I can collect names and e-mails
and add people to my email list and then nurture
them as part of my funnel. So if you are a part
of my funnel training, I have another training
on Skillshare here where I show you how
to build a funnel. This Facebook ads can
be part of traffic to that drives
prospects to my funnel. And a landing page is kind
of a big part of that. So I have my landing page here, how to build a marketing funnel to get customers on autopilot. In this training,
actually the specific one I will teach Facebook ads is a mean kinda traffic drivers. So I have that. I've also used this
tool, canva.com, which if you've taken
or participated in my social media
training or a course, I talk about social media design tool
or tools in general. One of them is this designed to, I like to use Canva where you can create graphics for ads. So I created this ad
for my landing page. So it's literally
the exact same title and a little bit
different colors, but I had my logo down
here in the corner. Um, my logos here in the video, but because it's a landing page, I don't have my logo and
my main navigation bar. So how to build a
marketing funnel, get customers and autopilot, I thought was a
pretty good headline, so I didn't change it. So this will be
the add image that I use that I created in Canva. And then the link will go
here to this landing page. So let's go ahead and
create a new campaign. So when you create
a new campaign, we have to choose our objective. I, my objective is conversions. Conversion will be
if somebody fills out this form which
I'll show you how to set up in this stage here, setup Custom Event Tracking
is part of creating your whole Facebook
account so that you can track conversion events. So perversions is
almost always going to be your Facebook anyways, you can do video. There's different strategies
where you use different. I've done traffic,
I've done video views, and then I'll do
a retargeting ad to people who watched
more than say, ten seconds of the video. Where my consideration is, my objective is a conversion. So that's just an example where you can use some other ones. But almost all the
time it will either be sales if it's a B2C or
conversions if it's B2B. So you want to opt-in career. So let's get going here. My little bubble down
here, bottom-left. So every ad campaign is broken
up into three sections. You have your campaign level, you have your ad set level,
and then you have your ads. And you can have
multiple ad sets and multiple ads within
one campaign. So I'm just going to
create one for now, but I'm after I create
one, we'll go back, I'll duplicate that
and change the ad set so there's different
settings for each level to the campaign here. So the campaign is only has a few settings.
We're going to name it. Build a funnel, training, opt in and pain. There we go. Sorry. Let's see here. Okay, so we move on. Nothing to declare here, just leave that blank unless
you have a special category. But once you launch, I'll tell you so you want to
come to your binder type. Usually you're gonna do
oxygen at first, later on, there are more advanced, I guess advanced
where you do it. Let's see, where is it? It's not here. They're not going to
be the option. If you do it in seven oxygen, you do a set amount
of how much you're willing to pay for a lead. So this is where to start. You always, usually want
to auction and then turn on a campaign
budget optimization. This is when you have
multiple ad sets. So let's say I have
three Ad Sets. Whichever one is
performing best, it will automatically
allocate more of the budget to the best-performing ad sets so you're getting
the best results. So we'll get to
that in a minute. So let's do $30 a day. Here's where we can
highest volume. Yeah, So we want
the highest volume. We can change this to bid cap, where we can set the manual
amount of cost per Goldman. I'm gonna do cost per result, which is a conversion. So we'll do that for now. So that's pretty
much it. We don't want to do AB testing now. So just hit Next right here
and we'll keep on going through the ad set level is where you add
in your audiences. So that's why you can
have multiple audiences, say in different ad sets. So I'm going to create multiple
army and create three. So I'm going to create
one with a list, one from a website traffic. Sorry, I said that
visits the website will be an audience
in this ad set. I'm going to name this
web, website traffic. And then I'll make two more. One, look alike traffic. So people who looked like
people who visited the website. And then I'll do a
retargeting ad set to anyone who hasn't are not
a retargeting, sorry, because a website traffic could be considered recharging. I'm gonna do a list. Sorry if I have a list of customers are lists
of conversions. I'm going to use a list
website and look alike. Audience. And then because
we did budget optimization, whichever ad set and
audiences performing best, then it will allocate
more budget. So we have our website
traffic conversion event. So we want to choose our event. And again, that's coming back to setup a customer Event Tracking. So I'm going to do I haven't set it up because
this is a dummy account. But normally you do lead. And while we're here, I'm going to open
up events manager so that we can look at how
to create a custom event. I'm gonna do a lead because if somebody fills out this form, I'm going to consider that
an event called the lead. So I'll create a business
account to permission. Sorry about, let's
take a look here. I don't want to
create a new account. So I'll show you in another one. But basically, web site
is where the location happens and lead is what we'll
track when the pixels on your website actually tracks a lead automatically if
someone fills out a form, but you still the way we do it is I create a thank you page. So when someone
fills out this form, they go to a thank you page. And I create a custom
event here in Facebook. Events Manager. And I say, Hey, anyone that visits this URL, consider that a lead. And so that's kinda
what we're doing here. It's just not set up
on this dummy account. Here, right here. Now we scroll down. You can if you want to do
an end date or start date, I just leave it because
I started it and keep it ongoing if I want to end
it, I just turned it off. So this is where we're going
to create our audience. So like I said, we can do look alike. Let's create a new one though. So we're going to create
a custom audience and our source will
be the website. We also have a list. You can upload CSV files
of lists of contacts. You can also do it based
off of Instagram account. People who are engaged in
your Instagram account, if you're creating
content or people who are engaged in your Facebook
page and things like that. So I'm going to do website. It might not let me, because I only have
this one pixel, it's not working
because this is a site that we took down. But let's pretend it's
working All website visitors. In the last let's do it
goes up to 180 days, is due last 60 days. And I'll name it a website, 60 visits, 60 days. So I'm going to
create that audience. And now I am not going to
create a lookalike audience. Actually. Yeah, I'm gonna. So people look alike and
people who visited website and last 60 days up
to 2.7 million I, we can go higher for analyse, go higher, Let's go 5%. But then I'll just
be a wider pool. But then we can optimize
because this is a new account. We want to start our account
by doing a wider net, but then over time we can
narrow it down and optimize. And it will learn, the algorithm will learn and optimize as well. So automatically put
in my lookalikes, I'm just going to
get rid of that. So now we just have the website. And that's all I'm
gonna do because that's this Ad Set website. That's it. You can also
put exclude lists. Got on my exclude somehow. Maybe that was the
one I selected. So I'm going to include
my website audience. I can exclude audiences as well. There's a time and
place for that. Once we're done
setting this all up, I'll take a look at a
campaign I've actually made where we can look at some
more advanced features. So I'm going to say you
can save the audience. You don't have to. There'll be saved here. You
don't have to click save. This, just saves it in a folder of audiences
that you can, you can find later. So it looks like right here
I have saved audiences and you can select here at this part in case you're not using lists or custom audiences. These sections here for custom and lookalike
audiences that you create. But if, let's say I don't have anything here,
if I get rid of that. Now this section we can add demographics, interests,
and behaviors. So you can do like job titles. So I can do say like marketing, interests, interests,
interests, Let's go to job. Let's see, or we can
browsers and browse. So demographics, you know,
different things here. We can do work. So work, job titles. There we go, job titles and
then type in marketing. So this doesn't
have a whole lot. That's not good. Man, doesn't have it. It honestly the newer version. Yeah, I see. Facebook, super limits
on these detailed targeting with
demographics and interests for privacy reasons,
they've updated a lot. So I don't use this one as much. I like to rely on custom audiences are
a lot more valuable. But in case you want to
add demographic features, you can do that here as well. Just limited because of privacy. So that's pretty much it. Conversion cost per
result in gold, average cost per lead. Optimization for ad
delivery convergence. So if you want to set a price for how much you're willing
to pay for your goal. You can add that here. I'll just keep it at $5. For now. Let's continue to the ad itself. So here I'm just pulling in all these different
kind of Facebook and Instagram accounts
I have, I guess. Let's do one that
makes sense because girls solutions and same for
the insulin on There we go. You want to make sure you
had the Facebook page and Instagram account linked. That's why it's
important to link it, because that's where
the ads will display. So your Facebook and Instagram page will be linked
to your business account. And then you can, that's where the ads will
actually be showing up. So we don't want to catalog. So let's do single
image or video. These are just
different settings. Add Media, and I'm going to
add that image that I made. So I'm just going to upload an image. I have
in my downloads. I'm sure. It's just pulling in all these
different things from different profiles,
ignored all that. So this will be my
ad looking good. So that's my image. And then I'll be
automatic placements. So primary text. So now just for time's sake, I'm going to just rip
off my landing page. Usually you want to create
a better or a custom copy. This is your ad copy, so you want to make
sure it's compelling. So you put that here in your primary texts and then
you can have a headline. We'll say digital
funnel, funnels. Row. C. Digital funnels. To get clients.
Let's just do that. You don't have to
put a description. Then let's take a
look at an example. This is how it
looked on Instagram and all the placements here. So if we look at it here, we have our the description is what ends up being
the caption in the post. I kinda scan over this because I'm just getting through
all this so you can see it, but you're gonna wanna
call to action in here. So click through to learn more or to get
started, I should say. Or to get access to
the free training. And then you can choose
out of these options, your call to action here. So I'll do download. So it's a training download. Maybe you can test
different options here. And then here you're
going to want to put the website URL. So I'll copy this
URL, pit that there. If you want to track
UTM parameters, if you know what that is, it's a little bit of an advanced
option. You can do that. I usually do that. This is so you can track
your campaigns either in Google Analytics
or HubSpot or other market
automation platforms. I won't do that now, but
that is pretty much it. That's, that's it. So then you hit Publish. I'm not going to
publish this one. So now that we have
it all set up, I'm gonna come back over
here to the ad set level. I'm gonna duplicate it. So I'm just going to
quickly duplicate. I'm going to name it this copy. So this is website traffic. Now I'm gonna do
a prospect list. So I'm going to test
different audiences. So now I have the same
ad creative, right? Same ad creative. But I'm
going to change my audience. I delete it on the web one. I know I'm not launching it, but I'm gonna go back here to the web traffic and add my
custom audience website. So people who visit the website will be a
part of that audience. And then here I'm going to. Upload a list. I don't have a list now, but let's just pretend I do
and I'm going to create one. So custom audience
customer list, Let's go through the steps. But might have one on
my file somewhere. Again, I have to
add the audience. But basically if you
have a list of contexts, you just upload it. And then it will go through
steps of matching field. You manage the firstName, lastName, any
information you have, minimum, you want a
FirstName, lastname, email, but the more
information you have, the better match them. If you can't match
everything, just move on. We'll take a look
another ad account and I'll show you what I mean. So we have that list and then I'll duplicate
this yet again. And I will do a
lookalike audience. So have a look alike
of the web 60, where was it right
here that I made? So then I'll hit Publish. And now I have three
different audiences that I'm testing. And whichever one performs best more budget, we'll
allocate two there. So I know that's a lot. I went through it
quick. You probably have a lot of questions. But that's just surface, kind of a quick work through, run-through of how to
create a campaign. So at least you know
how to get started. I'm going to not
publish this and I'm going to head over to
a different account. So let's go to this account and not running any ads right now
because I turn them all off. But let's take a look
at this account. Let's see it. Let's see
what this one looks like. I made this one a long time ago. So I have three. Yeah. Look at Labaree target. I spelled it wrong. Acquisition, demographics
and acquisition. We go look alike, endless. So add a look-alike,
enlist in one audience. I haven't demographic audience. This is all. The demographics are a lot. Targeting is worse now because of privacy
updates from Facebook. But this one at
least you can see. So build a funnel. I have all, I have a
video on this one. So you can see my Facebook
and Instagram accounts here. We can see the video. Here is a video of me
describing the funnel. And then we have
my text, headline. And final URL. If we look at the audience, we have a web retarget. So the audience is
this isn't right, include look-alike, funnel page, and exclude web retarget. I think it should be
the other way around. This one is look
alike and lists. So we can see we have a list
here, different things. So maybe that's not
the best example, but it gives you a
better idea of how I separate different
audiences into Ad Sets. We have our landing
page driving traffic. Once it's launched, then
we just look at it, test it, and continue on. So we have created
our audiences. So let's take a look at the different types.
So we have our lists. So you can use customer lists, prospect list that you find, use that as an audience. Web visits look alike and then custom audiences are a part of look alike and
less and all that. Then you some other steps
when you create your account, you want to make sure
you verify your domain. You do that in your settings,
your business settings. You just want to
verify your domain and set up custom events. So let's take a look
at that real quick. So to verify your domain, got a business info, brand safety domains, and you just verify it
there, which I've done. You can see verified. Now let's go to Events Manager so you can
see as a customer event. So here I have my pixel
and I'm all my events. So this is tracking
activity on my website. Um, where did you
page view and lead? I don't have any ads
running right now. So let's create a
custom conversion so we can measure
more specifically. Then little warning here. There's a lot of little
settings and stuff too, but this is for a
different domain. So I'm not even going
to worry about that. I don't dismiss this. I'll just leave it for
now so I can look at it. So let's create a
custom conversion. So you have the pixel, you are all traffic. And then I'm going to
put the thank you page. So let's pretend this
is the thank-you page, like how to build a funnel. Thank you. This
isn't actually it, but if this was the thank
you page after you fill out a form, hit the mike off. Sorry about that. This is the thank-you page that people land on
after they convert. Then I'd put that there. Give it a name. Funnel. Thank you. Create. And then I can use that
custom event in my campaign. So verified domain
set up your tracking, your audiences, your
pixel, your business page. So these are all the steps
that go into Facebook. It's a lot, but once you've said a lot of these up and you practice, it gets better. So again, I know that's
a lot of information, but I just wanted to
give you a workout, work through of how to
create a campaign and some different kind of steps here on how to use Facebook ads. So hopefully that was helpful. There's little hiccups
along the way. It's nothing's ever in
an account. Perfect. And I haven't been running ads lately and turned them off. So there's that, but
hopefully you still got a good look into
how Facebook ads work. I touched on a few
advanced features that you can get into
a bit later as well. Let's look here. I'm gonna go back. It's not loading now. So anyway, that
is all the parts. A Facebook Ads account. Thanks for participating
in this video. I hope you learned a lot. In the next video,
we'll take a look at LinkedIn ads and
Google Ads further on. So the LinkedIn ads
is a lot simpler, more straightforward, bit
easier as well, honestly. So as far as usage, Facebook, B2B brands tend to think that Facebook
ads isn't for them. I disagree completely. Facebook ads is on
Instagram as long as your ideal customer is using
Facebook or Instagram, it can be great too, for value upfront content
to drive people to a landing page to
get them to opt in so you can nurture
him with email. It's great for brand awareness. If you're B2C business, it's like a central. If you're selling
goods, products, physical products, e-commerce,
then Facebook ads, TikTok ads are essential. We'll look at TikTok adds later
in this training as well. Yeah, because Facebook
and Instagram, it still has the
highest user base, so it's a great way to
reach new customers, retarget current prospects who maybe haven't bought
or converted yet. So you can retarget them
so it's a good platform. So again, hope, hope you
learned a lot there. Thanks again for
participating and I'll see you in a future. Video trainings on advertising. Check out my other Skillshare
trainings on how to build a funnel landing page and some other pieces that were a part of this training as well. Thanks again and I'll see
you in a future video.
4. Nordic Facebook Ads Setup: We're going to take a look at how to launch a brand
new Facebook campaign. This is a specific
Facebook campaign for a local business. We're doing this
for Nordic Metals and Fab, the roofing company. Let me share my screen
and we'll get started. Can you see the website here? Levi and I'll take a little pause so you
can ask questions. I love the participation,
the whole concept. And I went over this in my other skillshare video of Facebook ads is
how to set it up. You have your Facebook
business account is the hub for everything. This is different from a
business Facebook page. This is your business
Facebook account. To set one up, you
simply go to business Facebook.com This is where you can set up your
business Facebook account. This is the structure
to a Facebook ads. Once you have your account, you will create a
Facebook pixel. They've since updated this. Pixels are no longer, you still use the pixel, but it's called something else. I'll show you here
under this account. It is called objection. It's under Events
Manager dataset, but it works exactly the
same way the point of a pixel or a dataset. Let's see what they
call a data source. You want to connect it
to your website and it will start to track
website activity. This is one example. It's basically a code that attaches to your
website so that it will track your different
interactions on a website. It tracks all of the
users on a website. It tracks all of the leads, all the conversion events,
everything like that. This is what your business
settings back end looks like. If we go and look
at our structure, we want to connect all of these different assets under
our business settings. That includes a
business Facebook page that includes your
Instagram account, which isn't on here, but
it should be slowing down. Come on. My screen
is slowing down. Okay. It's not working. There we go. Okay. So
we want an Instagram account for your business brand, as well as a Facebook
business page. All of these are connected
in your business account. So if we look here at
our business account, we have ad accounts, we have Instagram accounts, pages under data
sources, we have pixels. This is what I was going to
show. This is the old thing. If you see here, it says
pixels don't exist anymore. They're data sources
and dataset. You just come down to this
tab. This is a dataset. We'll create one here.
Basically, if you're creating a brand new Facebook
business for Facebook ads, you want to have
all these things. I'm going to update this
from Facebook Pixel to Facebook data set Pixel. You connect it to your website in a number of different ways. If you're using
Wordpress, which we are, we connect it through a Wordpress app or a plug in which is essentially
like an app for Wordpress. But Facebook has their own plug in, and that's what we use. There's just some
technical things and account set up here. But for other websites, Facebook has integrations
with all of them. If you create a new
dataset, you name it. We'll walk you
through the steps, but that's pretty much
what we need to set up. A pixel used to be just a code that you
embed on websites, but now you have to go through
like an app integration, depending on what type
of website you use. You have your data set. And again this is like code that is embedded
on your website or plug in integration
that connects to your website and it tracks all
the users on your website. It tracks everything
that goes on, and you can leverage
that data for your ads. Another thing you want to
do when you're setting up a Facebook account is
verify your domain. You do all this through
your business settings. If you scroll down
to business Info, let's see where our
domain verification is. Domain, I can't remember, There's settings
all over the place. I remember maybe
security center, oh, admin. We want to verify our domain, which I don't think
I've done yet. So let's find out
how to do that. Oh, let's go to the ad account that we're
actually working in as well. That helpful. So let's see here. Sorry, my dog's bird. Facebook is also really
hard to navigate. It's very annoying. Hey, hold on 1 second. Can you get him in
power in the room? This is a challenge. I'm sorry. It's gonna bounce from
all over the place, but Facebook really is the most, like, awful thing to navigate. They have all these random
settings all over the place. I mean, it makes it
very frustrating. It's also hard to let me try. Where is the Nordic
business ads? I'm trying to get to
the Nordic metals and Fab here we are. So it took us here, great. So we can make ads but I'm not the owner of the
business account, so I can't manage their account. It's owned by somebody else. Let me go to another
brand that I do own and we can look at
how to verify a domain, Just as a quick example. This is another brand that I manage and we need to
verify our domain. We do that from
business settings. Again, going back
here real quick. We have our pixel verify domain set up event
tracking, create audiences. And then we have our Facebook
and Instagram account. We have our Instagram
account connected. We have our page connected. We have our ad account
created, which is right here. Everything is working out. We have our dataset pixels
as you can see here, but it got moved over to
our dataset, which is here. Here we go. Brand safety, That's where our domains
are not verified. Interesting. We're going to want to verify
that in order to verify, verify your domain, you
have to follow these steps. We're going to copy
this tag and embed it into our website. Luckily, there's an easy way
to do that with Wordpress, though, I cannot do that
for Nordic metal and Fab, which is very frustrating. There's all these settings to create your Facebook account, all these different
things you want to do, just make sure you get
through the list of items. Now let's focus on creating
an actual add account. And let's go to the add account that we're going to work under. To do that, I'm just going
to go to our Ads Manager. We'll go to Nordics, Metal and Fab where we have access to. We're going to create a
brand new addicountI. Was trying to get through these little pieces that
you want to make sure you have covered
before you create your ad. You want to cover these things
before you start creating an ad so that you have your pixel
installed tracking data. And we'll help you be more successful for your ad campaign. I'm sorry, we're bouncing
all over the place. It's a little messy, but
we're going to work on. Just creating an ad right now, which is a lot more simple. Once you set up all these different
settings, which again, data tracking on your website, verifying your
domain, setting up your Facebook and Cm
account business account. Then we can create audiences, leveraging data
from your website. You can use customer
lists for audiences, you can use your website
visits for audiences. And then you can create
look alike audiences, look alike audiences basically leverages data from
your customer lists, which is name e mails that you have or your website traffic. And it says to
Facebook's algorithm, everybody that's
visited our website, let's say in 60 days, that looks like people
who have visited our website but haven't
visited our website. It's about growing the
people you can reach with your ad audience by leveraging your own data
and it becomes very useful. So those are some fundamentals and background to how
Facebook ad works in a way. Now let's dive into actually creating an ad. I'll stop there. Are there any questions about anything so far we can get into
specifics if we need to, but Levi, do you
have any questions about a lot of that stuff? And I apologize that
it's a little messy. Okay. The way Facebook ads works is different from
Google ads search. If you are familiar with
using Facebook or Instagram, you're scrolling
through content, and as you scroll
through content, you'll get interrupted
with an ad, right? The whole reason you're
interrupted with an ad is because you're
part of an audience. Whether it's a list, whether you visit a website you're
being retargeted to, or you're part of a
look alike audience. Because Facebook's
algorithm in AI knows it has a ton of
data on you and it says, hey, this person matches
a lookalike audience. A real life example of that, let's say I go purchase or visit a website about hiking trails, for example, and then
I'm on Instagram. Then I see an ad
for hiking boots from a company I've
never seen before. Facebook tracked me and it knows that I'm
interested in that. That I recently looked at a
website and it's adding me to an audience being paid for by
a company to show their ad. That's an example of how it's connecting people with businesses through
Facebook's algorithm. We're in Nordic metals and
fabs Facebook account here. We have their website right here and we're going
to create a new ad. Before we create an ad, we want to figure out
what our goal is. Our objective in this case it's to get leads through
the website. To get leads through
the website, I'm going to use a landing
page for metal roofing. This is a local business. Part of our audience will be to target where the business
is located as well. Now, the Roofing Solutions, Utah, I have a
landing page made. All right here. So this will be our landing page
and I've connected. Notice one key difference
between a landing page and a regular page on your
website is there's no menu. A landing page traditionally
and best practice wise, has one call to action
versus if you just drive traffic via paid ads like Facebook to your
home page for example. There's all these
different menu items and actions people can take. Whereas with a landing page
you're not giving an option. They either call or they click this button and all
the information you want to give
them is on the page. But you're not giving them a
full menu to click around. That just helps increase
your conversion rate when you're driving paid
traffic to a landing page versus when you're just trying to have a traditional
website like your home page. In which case you want to have all the information and
navigation options so people can learn more
about your business. Does that make sense,
a landing page versus just a regular SEO or
informational page? Cool. Usually when
I run paid ads, I'll get rid of the menu,
just like I did here. Have one call to action, and in some cases two. And the two is a
phone number and a button to contact the form. This will be the page we use. Another pro tip here. When you're creating
any paid ads, whether it's on
Facebook or Google, you want to align the ad copy, headline and imagery with your landing page headline and imagery and it'll help you
increase your conversion rate. For example, if we're
creating Google ad driving traffic to this page I would put Metal Roofing
Specialist, Utah. And I'd use that exact title as my ad copy so that
when people click on it, you're not baiting and
switching them but you're align with what
they're searching for. I'll show you exactly what
I mean as we build it out. Let's get started
with Facebook ads. Now, Facebook ads
is broken up into three sections when you're actually building the campaigns. And pretty much
every ad platform is also built out this way,
including Google ads. I think I haven't built out, Let me find them. If I do, I apologize, but I do not
think I have them built up. We'll just use the one we have, but essentially three sections. You have your campaign level, your ad set level, and then your ads level. There's different
settings on each level. Right here you can
see these tabs, campaign ad sets and ads, think of them as folders. On a computer, you
have your campaign, that's one big folder. And then you can have many ad
sets within your campaign, and then you can have many
ads within your ad sets. We'll go through each of
the settings for each of those levels on the
campaign level. The main setting you want to pay attention to is your
campaign objective. What's your goal here? In most cases, it's
going to be leads. We're going to focus on that. Let's do leads for E Commerce, you can do sales, but for
now we're going to do leads. We're going to hit continue. Facebook started this thing, we're going to do
manual campaign versus what they recommend. Just so I have more
control over the settings. I just have the experience
throughout the years knowing which
settings to work on. As you can see, as
soon as we start, it gives us a campaign ad set. And ad that's right here. Again, you can create multiple ad sets
under your campaign. You can create multiple
ads for your ad set. There's a lot of best practices that
are involved in this. For example, you're
going to want to have multiple ads right out of the gate for every ad set as long as your
budget is more than, say, $100 a day. And I'll explain in a minute. When you have multiple ads and you make them all
different creative, that means different
headlines, different images. Now, a minute ago I
said you want to match your headline with
your landing page. And that's true, but you can
still have variations of it. You can make it
slightly different. And the reason you
want to do that is because it will show
multiple adds to people. And whichever
creative works best, that ad will naturally
be shown more. Which will help your
conversion rate be better by having a variety of
creative on your ads. You'll be able to,
the algorithm on Facebook will learn
which creative works best and it'll just naturally show the one that works best. That's why you're going to
want to have multiple ads. I can show you an
example in one of my other accounts where I
did that. I had two ads. One of them was
performing well and then another one is performing
significantly better. I would pause that one and only ran the one that was
doing better. I did a test. I had all these
different creatives that were all different. The one that converted a
leads at the lowest cost. That's the one I ran with and then I pause
the other ones. Let's get going on
creating this campaign. Metal Roofing Specialist,
Utah leads. Pretty simple. We're going to ignore
everything else here. If you run multiple ad sets, which is where you
put your audiences, we can keep this on. Let's just turn this on in
case we end up doing that. Daily budget, depending
on your campaign. But for leads, $20
a day will work. To start and just hit next. There's not a lot of settings
on your campaign level. The main one is your
objective, which is leads. Right here on your ad St, you confirm which type of lead
event you want to happen. You have website, instant
forms, messenger calls. We're going to go with website. That means somebody has to fill out a form on our website. Pixel is installed
because I installed that earlier which is good
performance goal. Maximize the number
of conversions which means leads conversion event. This is where we specifically
select what we want to do. We're going to select Lead. You can also create
custom conversions, but right now we're
going to select Lead. And it will automatically
be able to track that down here on
the ad set level. If you see here on the ad level, this is where we
create our audience. This is where we're
going to tell face, these are the people we
want you to show the ad to. By default, United States, we don't serve the
entire United States. This is a local business. They're based in Utah state. We're going to put in state
as the entire location. Now this is a big state, we might want to hone in closer
to where the business is. Let's remove Utah state
and let's add Utah County. This is where the
business is located. So now it'll just be the county
of Utah that should work. Usually it gives us a radius, maybe that's only
on the city level. That's kind of interesting.
Let's try one more ton. Yeah, no, it works.
Okay, so the whole county, we're good there. Now, scrolling down, this is a new feature as
well. Advantage audience. Plus this is where Facebook's
AI will automatically find the audience to show your ad to based
off of your ad creative. I'm going to leave
that on. But we can also add suggestions, you can use demographic
information like age, gender. Facebook also has a ton of their own audiences
based off of groups. For example, let's
type in roofing. You'll see some examples here. Roofing, job title, roofing
contractor, employees. These aren't people we want to target because we want
to target consumers. But that's just an example of different things that show up. I don't assume 18 year olds are looking to purchase
a new metal roof. I'm going to increase the age bracket towards
our demographic. Let's go 30 to 65
plus that work. We can also use our
custom audiences, which we don't have any
made for this business yet, but this is where we look
at our custom audience and our look alike audience
based off our website data. Let's make a custom audience real quick just so you
can see how that's done. These are all the
options we have. We can use our social
media activity, which is where organic social
media comes into play. When people say, oh, doing
social media is important, and then I pose
the question, why? And they say, oh, I
don't know. This is why. If you grow your organic
social media presence, you can leverage that data for paid ads and it helps
your ads perform better. That's one example why
social media is important. We're going to use website
data as our source, and I'll show you
how we can do that, our source website retention. Let's do 60 days, all website visitors or you
can make specific pages. I'm going to do all
website visitors though. I'm actually going
to do 90 days. Then we'll name it
all web traffic, 90 days create audience. Then we'll give us the option to create a look alike audience, which we're going
to want to do now. Boom, we have two
custom audiences. One, this is doing two things. It's retargeting anybody who's visited the website in 90 days. And two, anybody who matches the profile of somebody who's visited our website
in the last 90 days. We made those audiences. Just as an example,
I'm actually going to take them off because I want, we don't have enough data, I want it to grow more. I'm just going to leverage Facebook's own AI to figure out which audience
to send these ads to. So I'm going to pause
there real quick. I went over a lot of
different settings, a lot of different stuff as far as campaign structure v. I, do you have any questions
about anything so far, or is anything I'm
saying making sense? Okay, cool. Okay,
now we need to find, oh, no, I don't have access
to their Facebook page. That's not right. Well, I can't run their ad if I don't have access to
their Facebook page. My question is why do
I not have access? Dan, it, that's
very frustrating. I thought I had them add
me to their Facebook page. Let's find out when
you run paid ads, you run it through
the Facebook page and through the
Instagram account. That's why it's important
to have those things. I'm going to have to set these up with the business owner. In the meantime, we can
still create the ad, one of the easiest ads to make. Now you think ad creative
can go two ways. Really awesome and
intriguing, or super simple. Super simple. It tends to
work better in most cases. Actually, the goal with a
Facebook ad and any ad, but mostly for Facebook or any type of social
media advertising, is a couple of things. One, you want to
stop the scroll. That means as people
are scrolling through their feed, they stop. Oh, what's that? That means it has to be something
that's intriguing, a little bit different. Two, you want to engage them. Engage them by having long text. We want to primary text, you want to be long because
it requires them to click, read more, and scroll. And spend time looking
at the entire ad copy, which is a signal to
Facebook that your ad is performing well and
you'll boost it more by how well
your performance is. Let's do a few things. I'm
going to add one image. I'm going to add a primary
text and I'm going to add a headline called Action, which will be to get a quote and then your final destination, which will be our
landing page, URL. I'm going to copy our headline, our title on the page that
will become our headline. Then I'm going to
go over to Chat GTP and I'm going to ask it to write a Facebook ad copy for headline. And let's see what it spits out. Notice how long it is. I've already trained my Chat GTP to write Facebook ad
copy how I prefer it. Chat GPT sufficient.
Yep, perfect. I'm going to add
that as our primary text long form is better. In this case, let's make sure
we have a call to action. This is very slow in the scroll. My screen is glitching. Contact us today for a quote. We're good now. We just need our ad copy. In which case I'm
going to download this image and then take notice to what I said at the beginning is the headline. The imagery will match
up when they see the ad. If the image and the headline
is enough to intrigue them, then they're going
to click through. And then when they click through the landing page,
it's going to match. So they're willing
to stick around. I'll help increase
your conversion rate versus I actually have
this image download already versus if you have a different headline
on your lining page and different imagery,
then they'll bounce. They'll click through
to your page, Oh, this isn't what I was looking
at. And then they'll leave. You want to make sure
that these things line up? Does that make sense? I just have to upload
their image real quick. Is this all making a
little bit of sense so far, Levi? Okay, cool. The only downside
is I don't have access to their Facebook
and Instagram account, which is annoying, and that's another thing that Facebook's
really hard to deal with. It is getting access
to these things for clients that
don't already have it set up where you have
to set it up for them, but you have to have
their credentials, it's not very helpful. All right, and then over
here on the right side, you can see preview of
what your ad will look like given the Facebook page and Instagram page are wrong. But we can still see
what's going on. Right here, we can
see Facebook feed. This is what the ad will look like except for the
Instagram page. Then see here you see, click more and then see how
the whole thing expands. It's really hard to see, but
let me zoom a little bit. Yeah, that's how the ad
will look. On Instagram? Yeah, that's pretty much
all there is to it. Once our ad is complete, like I said, you want
to have multiple ads. All you do is you click
action item, Duplicate. One other benefit of having multiple ads is it
increases your frequency. Which means as a person
of your audience, as a user, I'll be scrolling on Instagram.
I'll see the Add once. Let's say I stop, that's
interesting, and then I move on. Maybe the next day I see a different ad
from the same company. And the increased
frequency helps me as a consumer gain awareness, a brand awareness of the
metal roofing company or whatever company
you're advertising. And as I grow awareness, I'll have a multi touch
point attribution. And I'll have a
more likelihood of clicking through the second and third ad IC versus
the first one. It can help your whole paid ad engine just work better
when you have multiple ads. Increased frequency, increased brand awareness
retention overall. That can be a good
thing as well, different types
of ad categories. Let's see, Before I actually get into that,
let's just change it up. I just duplicated this ad, now I'm going to
change it up again. I'm just going to go to
chat and I'm going to say pasting the copy I want and I'm going to ask
it to rewrite to be unique. So I'll rewrite that. Then on the second ad I'm
going to delete that image. And I'm just going to
add a different image so it's different. Okay. A different ad copy. And then I'm going to change
the headline as well, so everything about it's
a little different. Cool. We have both our two ads, so the whole thing
is ready to go. And then it saves automatically. So I'm just going to close. We're good to go. There's different types
of campaign types that we want to set up. This one is a acquisition
type campaign because we're targeting people who have never seen our brand before when we created
that website audience. That would be a
retargeting campaign. You want to think of two
campaign structures, one re targeting, that means anybody who's
visited your website, you want to retarget them with a Facebook ad versus a
look alike audience, which is client acquisition, which is people who have already visited or
haven't visited websites you re targeting. Then you have new
client slash leads. You do this with two
different campaigns and two different audiences. With re targeting the
audience you can use, let us put it to
the site below it, website visitors, then you can break this
out up to 180 days. You can do 60 days, 90 days. I recommend 90 days to start, but you can go to 180
days of people who visit your website with new client. You're going to
use a look alike, you'll just use your
website visitors, but it'll be a look
alike audience. These will be two
different campaigns on focused on website visitors, retargeting, focused on
look alike website visits. Then you can also
make look alike audiences based off
of your social media, Facebook and Instagram
audience as well. If you're growing organic
Instagram audience, you can use that as
a custom audience and a re targeting audience. We have those
different examples. Let me actually break this out. You have website visitors, you also have Instagram
and Facebook interactions. Those are follows, like anybody who's interacted with your
Facebook or Instagram, then the same exact thing can be used for a look
alike audience. Yeah, that's pretty much it in a nutshell. I hope
that made sense. I jumped around a
lot, and I apologize, it wasn't as organized
as possible, but those are the two
pillars of campaigns. Website visitors retargeting, which includes website visitors and Facebook and
Instagram interaction. And new clients leads, which includes look alike of
both those things as well. That's Facebook ads overall. Yeah. Was that
Yeah. It really is. But hopefully that helps you learn a little
bit how it works. What do you think?
Is that helpful? Yeah, that is. I agree. And I've been
doing this for like since 2015 and I still
have a hard time with it. It's very frustrating. Not only that,
it's just like all over the place and they don't give you a good, oh, do this. There's no blueprint per se les, so you just have to
watch Youtube videos and people to show you. But yeah, that's the worst part. Creating the campaign is
actually a lot easier than setting up the
account which is lame. There's even a lot more
detail that I didn't cover. Different aspect
ratios, you use video, you want to create
three aspect ratios. Square for Instagram,
horizontal for Facebook, and then vertical for
reels and stories. But yeah, that's pretty much
all I have to share for now. As far as how to make a
Facebook as campaign U. Yeah. Do you have any questions at
all or is that a good spot? Cool. Yeah. We could
probably once I get those Instagram and
Facebook connected, we can create those campaigns. I just made a quick campaign, but I did not create a campaign base off
those two pillars. Why don't we circle
back and create campaigns base off
these two pillars? The only reason I didn't now is because I just made these
audiences for the first time, so I want to wait for
them to populate. But we could create two
separate campaigns. One to retarget anybody who's visited the
website or anybody who's interacted with their Facebook and Instagram and then a look alike audience based off
that data on this pillar. This is data the business owns. This is using
Facebook's algorithm to learn from your in house
data to target new people. But yeah, these are two
pillars that we can create that we
haven't, Let's do it. I just need to get the
Instagram and Facebook connected and we'll
be good to go. Cool. Yeah. Thanks
for your time. Hopefully, that was helpful. And I'll talk to you later. Yeah, thank you. Talk to
you. Have a good night.
5. Google Ads Account Settings & Setup #2: There are certain
things you just want to make sure you boxes, you want to check
with any new account and if you're managing
a current account, you want to make sure
those boxes are checked. Oftentimes when you go into do advertising for
different companies, they'll have add
accounts set up, but the ad account don't have those basic
boxes fundamentals checked And they're
spending money, but they're losing out
on certain things. With every new
Google Ads account, you want to do a certain
amount of set up that starts with having a
Google Analytics account. I'll go into this account as well and we can take
a look if we go here, the check list of
things we want to do. We want to Google Analytics, which is now known as G four. Google Four. Google Any four. We're going to want to set up,
this is for a page search. And then you just sign up
and set up your Google ads account with the company
name per company. This is either creating a new one or if one already exists. The first thing
you want to do is make sure those are linked link analytics to
your Google As. Yeah. To do that you have all
these menu items over here. Basically, come over to admin and these are
different things here. Go to linked accounts, then you can link your Google Analytics
just by logging in. If you're a local business, you want to have your
Google My business profile. That's for like Google Maps
in the Google Map Pac. If you're a local
business, you're going to want to Google my
business as well, even if you're not
a local business. But you think a local
search could benefit your business by
people doing like near me type searches,
which are huge. For example, maybe
you sell nationwide, maybe you sell like insurance, but people will type in
like insurance near me. Then you'll still
want to utilize wherever your
business is located locally and create a Google my business and
link that as well. I'll do all three
of these things. Link accounts,
Google my business, and then in, if
you have Youtube, you can use Youtube ads
through Google ads. Because Google, Youtube, all Youtube advertising
you do through Google. I would recommend for
any business to create a Youtube account and link it
to your Google ads as well. You're going to want
to Youtube account as well once all
those are linked. That's step one. Yeah, we don't have that now. When we do advertising, it can also show ads on your
Google business and Youtube. And then analytics is
used to track data and send custom conversions
into Google ads. With every ad account, whether
it's Google, Facebook, you want to create
conversions and goals. And what that means is, whatever action
you want people to take digitally, you
want to track it. So that could be a phone call, it could be a 92nd phone call. Maybe not every phone
call is valuable, but every 92nd phone call you could consider account
as a conversion or another conversion event
could be online form. Maybe somebody fills out
a form on your website, that's a conversion. We
want to set those up. To do that, we go to Goals, Goals in Google ads. What conversion events are, you can create a goal right
here for this account. I created a goal that is
submitting a lead form, the URL contains. Thank you. A normal traditional goal is, let's take this
website, for example. When we come to this website, I fill out this form. Once I fill out this form, it takes me to a thank you page. When it takes me to this thank
you page, it has this URL. Right. And I made sure
that the only way to get to this URL is by
filling out the form. And it's in the form settings to redirect to this thank you page. And I use this URL and I tell Add accounts like Google and Facebook to track
this URL as a goal. That's a lead form
conversion here. In order to do that though, you have to put your Google ads tracking
code on your website. Let's find, you can do
that through right here. Tools in the Google tag, and I'll write this
down on the Figm. We don't get to side trip. The next thing you want to do, number two is add tracking code. That way when you create your conversion
event and you say, hey, anybody that visits the URL that
contains, thank you. We know they filled
out the form, track that as a goal conversion. Does that make sense? You can just click
on Google tag, go through the instructions, you can do it in different ways. Let's see. You can copy and paste code, use Google Analytics
to count as well. But if you set up a new account or are reviewing a
current account, you just want to make
sure that that code is installed on the website. And then number three is to
create a conversion goal. That's what we're just
looking at on the goals. We can see the conversions here. Those are the main things for now to set up and get
started with Google ads. You can also upload goals. The other thing we want to look at under tools and planning. Then we'll go to
Keyword Planner. Keyword Planner is a tool we
can use to find keywords, the volume, the difficulty, and then we can add those
keywords to Google search. Those are the
settings real quick. You add your billing
in here you need billing information tools
for keyword planner, Google. Something else to be aware
of is your audience manager. You can last of contacts, let's say you have a list of
clients like 1,000 clients. You can upload that list and create an audience
space off that list. Then go back over
to Figma and I'll outline the different ways
we can create Google ads. Google ads, primarily
and traditionally, from the beginning,
was on search. And you're probably
familiar with the term PBC, pay per click. Google ads is to play. That means you have to pay
them in order to run ads. Then in addition, we
have different audience, so we can use, that's on
Google Search with search, think of keywords and that's why keywords are really important
to do keyword research. Now with keyword research, it's a little bit different from organic SEO keyword research because with organic
SEO keywords you can, you want to prioritize keywords that aren't
too difficult, have a high difficulty score so that you have the ability
to rank for them. Whereas with Google ads you're not trying to rank,
you're bidding on them. You can bid on and use
keywords that have really high difficulty and
really high competition, but you can still show, show
ads for those keywords. Just keep that in
mind. With SEO, you want to do keyword research that aligns with your ability
to rank for keywords. Whereas with Google Ads, keyword research is more
just based off intent and volume aligned
with your business. When it comes to
search keywords, some things to note is align your keywords with the
business goals and intent. Basically the products
and services that way. If I'm selling cars in
Kansas City, Missouri, and I make a Google ads, a good keyword would be
dealership Kansas City. Then when you have keywords, there's three categories to
how you do keywords as well. There's a broad match phrase, match and exact match when you do keyword research and add them into a campaign, which we'll look at in a bit, by default most of the
time it's bad match. What that means
is, if my keyword is car dealership
in Kansas City, let's say, and it's broad match, that means it will, it'll
bid on this keyword, but also bid on keywords
related to this. It'll do dealership, KC, it'll do car sales, possibly. This is where you can start to get some traffic that
you might not want. Like if somebody types
in car dealerships, your ad might show
up in cars for sale. And maybe that's
not your intent. You're not helping people find your business for
jobs, maybe you are. But for this campaign,
if your intent is to get people looking for
cars to your dealership, then you can start
with a broad match, but then you'll do research
later on and you'll see all the terms. You have your keywords, and then you have search terms. Keywords are what you
add to your campaign, and search terms are what
people actually search for that your ad is showing up for. Then you can exclude them. Let's say your keyword is broad match car dealership Kanit and you're showing up for car sales jobs and you
find that in your results, then you might want
to exclude it. You'll go into your campaign
and you'll say, hey, don't include car
sales jobs on this. That's an example of over time, finding keywords that
align with your campaign. If your ad starts showing
up for searches that don't align with your intent and your goal with the campaign, then you can start
to exclude those. Those are just some notes
on keyword research. The other audience
that you can create, which I mentioned a
little bit earlier, is you can do custom
audiences with segments. Audience segments,
I'll call them. Think of this similar to like
Facebook social media ads where you can upload
lists of clients. These are like
lists of contacts. This could also be web
visitors that you can re target which are
really good ads. It could include just
demographic info. So you could do, you can use, Google has a lot of their own audiences that you
can pick from. Including people
whose marital status recently changed, for example. Right. Or people who
just graduated college. Maybe it just depends. They have all different
segments you can use. You could also, you
have to look in, but there's like location
with every single add, location is always a factor. So you want to target people in a specific location. You
can do the entire US. Certain cities,
certain zip code, certain states, let's see
demographic information. You can do income, age, a different
stuff like that. Those are the main ones
is list of contacts, website visitors, and
demographic audiences. You can use that
information to create segments and send ads to
those people as well. That's the two
schools of thought. You had your keywords,
which is more traditional, Google search, and
do really well. Then you have audiences, which is another type. I'll pause there real quick. Do you have any questions or
does this make sense so far? As it makes sense, the larger. The other thing to consider is, depending on what types
of audiences you use. There's different types of Google campaigns and we'll look at them here
in a little bit. The two main ones that I want to mention is we have
our search campaigns. This is working. There we go. Let me move this over here. Campaign types,
I'll put them down here actually a moment. Campaign types, these are just different structures
to a campaign. We have search that's the most traditional
and like how Google first started with paid ads. That's your PPC. You
have search ads, You have display ads. That's where you
create more images. And images show up
across the website. Each of these have
some pros cons and differences that you all
want to be aware of. For example, search
is high intent. People are searching for
exactly what they want. They see your ad,
they click on it. You want your landing
page, your copy, and your keywords all to
be aligned as much as possible on your campaigns. With display, display is
really good to drive a lot of clicks but not a ton of
conversions like leads, it can be good for re targeting, this is good for clicks
and re targeting, whereas search ads are good
for high intent leads. Then the other type
we have is Youtube, which is good for both
retargeting and leads. That's video, obviously, that's a good strategy. Those are the three main ones. Then within these, you
could do call only ads. As well as this newer
thing that Google came out with a year ago now or so
is called performance. These ones you want
to be a little bit more careful with
and I'll explain those. What Performance Max does is it combines all three of
these into one campaign. Before Performance Max, you'd create different campaigns
for each of these search ads, usually with high
intent keywords. And then you would
retarget with display. And then you do a
mix of Youtube. And that was a good structure to have those three different types of campaigns all
working together. What Google's attempt is with Performance Max is to
combine them all into one, and then their algorithm figures out when
and where to show your ads across both search
display and Youtube. This is what I would say when it comes to search keywords. If you're using
search keywords as your audience and
as your strategy, I would recommend using
a search campaign. Keywords makes sense, right? But that way you
have more control. Something else that considers
with performance max, you had the least amount
of ability to edit, customize narrow
audiences, and control things as it aligns
with your business. Whereas with performance
max you give it direction, but then let the algorithm
figure it out for you, which can have good benefits
with custom audiences. Audience segments which
includes web visitors, demographics and contact of
lists of people, people. This type of audience target for your campaigns are not
aligned with search, right? Because they're not intentionally searching
for something. They're just a part of your audience because
they're part of a list, they visited your website, or they're part of your
demographic audience. In which case, I think performance max
campaigns work well, that's the difference if
you're going for keywords, if you're using custom segments and custom audiences
use performance. If you're using search as well, then I also recommend
expanding once it's successful to
Youtube ads as well. But if you don't
want to get mixed up with displaying Youtube, then you can just use
performance performance. Macs are really good for
retargeting as well. That would be retargeting web website visitors
and then audiences. Does it make sense the
difference between like search campaigns where people are intentionally looking
for something in the moment, versus a custom audience where they're not exactly
searching for something, they're just a part
of your audience for whatever one
of these reasons. Yes, it is. Okay, good. Yeah, that's pretty much all the different
campaign types. Those are the different
approaches to Google ads. Let's go back into
Google Ads now. Under Tools, Audience Manager, that's where you can
add custom audiences, create different segments using your data, including
website visitors. The keyword is just
a tool you can use to find keywords,
do keyword research. You can use the
keyword planner to do organic keyword research and research for your Google ads. I'm going to pause
there and that will be our intro to Google ads. And then next we'll dive into creating campaigns and
going into details on specific settings and
structure of campaigns. Do you have any
questions so far? No. Okay, great. Well, let me, I'm just going to
pause real quick and then we'll dive into like campaign structure
and making a campaign.
6. Creating A Campaign In Google Ads: To start at the top. We have campaign level settings. When you create a new campaign, it takes you through
these different steps. We have campaign, which is
the name of the campaign. That's where you
add your budget, your bidding strategy, a location, a lot
of other settings. Let's do for now, budget. There you go, you campaign
bidding strategy. And I'll show you what that is. Goals, those are the
conversion events and some other settings as
well that we'll add in here. But we'll see once
we get to Google ads underneath your campaign, within your campaign, and you
can have several of these. Should write it first
and then duplicate it. But those are your ad set, or do they call them
ad groups in Google? Ad ad groups in Facebook, it's ad sets, add groups. This is similar in a lot
of advertising platforms. Within your ad groups, you can have different settings, including different keywords,
different locations. That's where you can make
several different things. Under one campaign,
you can do keywords. Landing pages can be
different locations. Another thing you add to the
campaign is the schedule. These are different settings you can change for each campaign you could in ad group, you can have different keywords and different lining pages. You can test AB test
to see which ones are working best and add
different locations. Then within each ad
group is your actual ad. That's where you
create creative, I should say create the create. That's where the actual ad
of your text, your images, and everything
exists per ad group. You can do different ads in the ad group or
make them the same. You don't have to have
multiple ad groups nor multiple ads in many cases. I just have one campaign
ad group and one ad. Though I do recommend
using multiple ads, at least three for
every ad group. That way you can test different creatives
out for each ad group, the algorithm will automatically show the ad that best performs. Let me, whoops, connect these campaign connects to ad group which
connects to each ad. That's pretty standard
as well with like say Facebook works the
same Facebook ads. That's the structure. Now let's jump into Google
and actually make a campaign. Let's use an example of
something we want to sell. Usually you want to make ads
for things you want to sell. Let's go with this client's
example and let's do roofing companies in
Utah, that's our target. Yeah, roofing companies,
we can, that's our theme. Let's also do like
roofing contractors, you also don't have
to put Utah to location or Missouri or Idaho, wherever you're at
in the keyword, because you can target
that by location. Let's do roofing contractors. I'll do me, that's a good one. Roofing contractors in general, as a broad match, we could broad match
this one keyword. That alone would get us a
lot of different stuff. Let's start with
that. Let's make a search campaign and I'll go into Google and
actually make it. Let's go to campaigns
and new campaign. As you can see here, these
are your objectives. This is the first
thing it asks you what's your goal
with your campaign? In most cases it'll be leads if that's
what you want to do. If you're e commerce
and you can track online sales, then you do sales. And that's for online
sales like e commerce. These other ones like website
awareness consideration. Basically as you collect
these objectives, it will suggest and tell you
which type of campaign to make type on awareness
consideration or website traffic. It would probably
take me to, oh, let's create a display
campaign type. Or if I click on leads, probably say let's create like a search or a performance
max campaign type. In this case we want to drive, let's say leads to just this
home page on this website. Let's actually, this
is metal roofing. Not just roofing, but we'll
just use that an example. Let's go to the leads as
our objective because we want to get leads for people searching for where my thing for people searching for roofing contractors,
primarily in Utah. You want to know what
is the intent that people search for
that aligns with your business, What
is your location? Let's go in. We got a now
down here, we have our goals. You can do phone calls from
ads or submit lead form. We do submit lead form only. I'm going to remove
calls from ads and we'll submit lead form that is in our settings under goals and we attributed our thank you page to submitting
a lead form. It's a warning because we just haven't had unverified goal. Let's edit this goal to
conversions. It's right here. See you. Submit lead
form. Thank you. Page probably just
hasn't been used recently for each goal as well. If you have multiple goals, say like a lead form and
calls which are down here, something to be aware of. Is there settings on
each of these goals? You can assign a value. I assigned a value
of $25 per web form. That's like how much the
business is willing to pay for a web lead and that's the
value to the business. Compare to phone calls, which has a value of $100 A
phone call to the business is worth $100 versus
a web lead form is worth $25 When you
have those values, it teaches Google Ad system to prioritize if you have both those goals on your
campaign like I just had, you were setting it up right
here, we have both of our. See here, it says $100.20 $5 If I had both these
goals on the campaign, it's going to try to
get as many calls as possible because the
value is that much more. But in this case, let's just
focus on one goal action, which is submit lead forms. Then right here,
these are all the campaign types that we
talked about earlier. We have search performance, max display, and then
video on Youtube. And shopping is for e
commerce. I left that out. But if E commerce is part
of your business strategy, then you're going to
want to include that. I'll add it in here.
We also have shopping, which should be
self explanatory. It's for E commerce. For now, we're
going to do search, that's the most traditional one right now, website visits. And then we're going
to go to our website, put that in, call it roofing. Contractor lead, Perfect conversions
is what we want. This is where we do
bidding strategy. We can prioritize, what does the algorithm
want to prioritize conversions clicks
conversion value. If we had multiple conversions, conversion value
is good because we have the value of $25 or $100 Because we have one goal and we want to
get as many as possible, I'm going to keep
it on conversions. Now, this is a setting
that's often overlooked. You can use search
network which is the, if you do a regular
Google search, I'll do one right now. Roofing contractors, because I'm in Kansas
City right now. It shows all these local
results and searches. See right here it
says sponsored, these are paid ads. Right here it says sponsored, these are paid ads. The Let me get back. With display display network means they'll show
pictures as well. For now, we want to
keep it pretty narrow. Let's assume we have a
really limited budget, which means we want to be as focused on our
target as possible, versus expanding our
reach across Google, which we could only do if
we had a larger budget. Let's say we have a budget of
$50 a day for one campaign. I'm going to get rid of the
display network and just do all countries
we want to target. Let's do Utah for this example. Now it's just Utah state
something else to be aware of that something overlooked with search campaigns is
can you do it here? You have to create
the location options. If you click on this
location options, look here. It says Presence or
interest people in regular or have an interest
in target location. We don't want to do
that for this business because this business
only serves customers in Utah if people are interested saying visiting Utah like they wanted to visit
National Park, but they lived in Boston, they could still see our ad
because they're interested. Versus presence is people who are actually
in that location. I'm going to make sure
we click on that. In this sense, English is
good audience segments. We can include
audience segments. We're going to skip this for
now because we don't have that broad match keywords.
I'm going to say yes. Start with broad match and then we'll narrow it down later. If you do automatically create assets as
something new here, it just creates ads
based off your website, I'm going to keep that off now. Then we have more settings
where you can add your ad schedule if you want it to run specific times a day. Like if you drive
halls for example. You only want to do business
hours and start an end date. If you want to run a campaign for a
certain amount of time. That's all here. And this is all campaign level
settings as well. We're on the campaign so far and we're adding
all these things in. I think we're good right now. Let's go next.
We're going to add keywords later in this ad group. Now we're moving on
to the ad group. I'm going to get rid
of the right here. It already put in these keywords based off of our website. I'm going to keep them. That's perfect. Quotes. Commercial roofing.
Roofing materials. I'm going to get rid of
roofing materials so we can just focus on
roofing contractor. These are all broad
match. Let's go with these keywords for now. Now we're creating our ad. Something I mentioned
that's really important that I'm
going to make a note of over here is you want
your ad creative, your landing page keywords all to be aligned, meaning they all
should be pretty much the same, if
that makes sense. You don't want your landing
page to be different from your ad because then
people will click through, See that's different, and leave. And it won't help
your conversion rate. The more you have things
aligned with your keyword, whoops, Add and landing page. The more everything is aligned, the better your
conversion rate will be. You just want your keyword, your ad, and your lining page
to all say the same thing. In this case, I'm not going
to make a new lining page. But this is off actually because we're targeting
roofing contractors. We don't want it to
be metal roofing, we want it to say
something generic, like roofing
contractors in Utah, so that it's more aligned with our intent. Does
that make sense? Yeah. Here is where we add
all of our headlines. I'm going to go, this is
our ad, creative boy. Okay. All over the place. Then you want to include
keywords in your ad. Then you can add in
some extra things like fast online quotes, number one choice,
Utah Roofing or no, Utah Roofing. Roofing contractors. You include all these
different things and then it combines
them together. Then we have a description.
And you can use AI to write a lot of these
descriptions as well. These are all from the website. But we're going to want to
change these because again, it's pulling all this data from our landing page, which
is metal roofing. I don't have another
landing page. It's just about regular roofing.
Otherwise I'd use that. We'd want to make sure that it's in line with our keywords. We can add an image, but because we're not
using the display network, we don't need to definitely want to add business
name and logo. Then right here callouts, if we have some, we
should have some made. We want to include
some call outs. These are just extra
sprinkles on top of your add. That's it for now.
Right here you can see the ad strength and
I need to include more keywords and make
unique headlines and add some different descriptions
to make it better. But I'm just going
through it quickly so we can see the add. Then it gives you suggestions
here of things to add. You can work on the ad,
spend some time on it, make sure it's good, but
I'm going to move on. That's pretty much it.
Then you set your budget. Let's go with $62 a day next. Then that's your campaign. It's ready to publish. I
need to confirm it's me. I'm not going to publish
this campaign right now. But that's it, that's
creating a campaign. That's a campaign
structure for now. Next let's dive into
optimizing campaigns, in which case I'll
look at account that has a bunch of campaigns
running on the regular. And we can look at, once a campaign is created
with the structure, how we look at
keywords, search terms, exclusions, try to optimize
to make it better. For now, I think that covers at the beginning when we talked about how to set up an account, looking at different
settings and account, as well as campaign
structure for Google ads.
7. Linkedin Ads (Let's Create A Linkedin Campaign): Hey, how's it going? Welcome back to another video in this course, in this training, we're going to take a look at LinkedIn ads through
LinkedIn Campaign Manager. And we're going to
create a campaign. So it's pretty straightforward. We'll go through all the
settings and features. Um, yeah, so let's just
get right into it. So I created a dummy account here that I haven't used before named Biz
gross solutions. I don't use LinkedIn
for my personal brand, but I do use LinkedIn regularly for a few B2B businesses
that workforce. So when you create, you just go to LinkedIn. Campaign Manager. Click on the after the ads, the first link and it
takes you right there. When you create an account, you can link it to your
LinkedIn business page as well so that when
you deliver ads, it will be connected to your
LinkedIn business page. Similar to how in Facebook ads you want to create a business page and you have your Instagram business page all linked to your
ads account as well. Then when you create account by default gives you this
new campaign group. So we can just use that one. Groups are just like folders where you can create
different campaigns. So yeah, we have our campaigns. Now, let's click through to this group and
create a new campaign. So we're in the campaigns
and let's create a new campaign. I'm
going to name it. I'm going to use the
same landing page I did in my LinkedIn or
Facebook ad campaign. So I'm going to name it Funnel. How to build funnel training. Alright, that's pretty much it. You just name it. Select the
group were in that group. So let's move on
to the objective. This is similar to the
Facebook ads as well. So lead generation is lead forms on LinkedIn in
the platform of LinkedIn. So that's kind of a cool
feature LinkedIn has where people see an ad on LinkedIn and you go
through lead generation. Objective has a form on the platform so users
don't have to click away from LinkedIn till
your landing page. Then LinkedIn we'll
pull their information like their first
name and e-mail. They can just hit Submit, but then you have to keep
track of lead, sorry. Any leads, you have to keep
track of them in LinkedIn, so you have to login and
see if you have any leads. So that's an option. You have website visits,
driving just traffic, brand awareness, video
views, engagement. What we're gonna do is
website conversion. So that's the same objective
which has on our Facebook. So you need to set up
your website conversions. So the same way you just did
with the thank you page. So let's select that. And while we're doing that, I'm going to head over to the campaign
manager real quick. And in account assets in
your campaign manager, when you click on your account, just click over to
conversion tracking. And this is where we can set up and create a new conversion. So let's create a
new conversion. So I'm going to just name this
funnel landing or funnel. Thank you. Final thing, you let me find that thank you page real quick by putting in
my email address. And it'll take me to
a thank you page. Alright, so this is
my thank you page. So head back over here, set the value of the conversion. Let's do yep, leads. So we select lead. That's not it. The value is the dollar amount. I'm going to leave that blank. Just leave this default. But this is clicks with if they clicked through
within 30 days and attributes to lead to that
campaign. Last touch? Yep, next step. I think campaigns you want to
track with this conversion. Well, we'll add that later in our campaign because we
don't have any campaigns. So leave that blank as well. Page load. And then we will put in
that URL equals this URL. And that's pretty much it. Great. Now for, in
order for it to track the page load of this URL and track that as a lead
from your campaign. You also have to add the
pixel to your website. So you can find that
in data sources. Assets. Here we go. So go to
website demographics and we have this panel. Thank you. Data sources. Manage C tag, you click on
Manage inside tag, see tag. Click here. So you just
copy this and paste it onto the body of every page on your website
or you can put it on just the tracking pages. So the thank you
page, but the IOUs WordPress and there's
a plugin called header footer where you
can paste this in the body and add it to
your entire website. That way, I recommend
doing that so that it tracks every page
on your website and similar to Facebook, LinkedIn can track
all the web activity on your website
and you can create custom audiences like
website visits for example. So yeah, you can set
that up as well. So add that code to your
website for tracking, create your custom event. Now let's head back over to our campaign and finished
building it out. Okay, Now that we chose our objective of
website conversions, we set up that customer
conversion with the thank you page. I'm just gonna go back
here to the landing page. I have that link
ready. Let's continue on to create our campaign. So the next step is
creating an audience. And so let's see, you enable Audience expansion. You go, you have
your, here we go. This is what you mean. So on. You remember in the
Facebook training, you can create custom
audiences including website traffic and lists
and lookalike audiences. But it was very limited
on demographics as far as like job titles
and things like that. But LinkedIn z, you still have those custom audiences like website traffic and custom
lists that you can create. And those are really useful, but it has a lot more
on demographics. You can select specific
like company names, titles, job experience,
things like that. So they have all the information that you get from LinkedIn. So in demographics,
let's go to company, company named specifically so you can select any company Nike, here is an example. Tesla, Starbucks, Under Armour, whatever you can, you can
choose specific companies. So these are, you
know, current jobs. Then we can like even further. Click on this home. Let's look at job experience. Job titles you can type in. So this is where LinkedIn
is really useful with B2B marketing ad campaigns. So we can do like
director level, Director of Marketing, for
example, marketing director. So then here you can
select and, or, so. If you want marketing
directors at Nike, Tesla, Starbucks, and Under
Armour, Then you should do. And so it's marking. So they have to be at one of these companies and
have this title. And if you do or that it's both. Now, they work at these companies
or have this job title. So that's just an
example of an orange. So you can get really specific. And then these are
audience attributes. You can choose a job titles specific companies,
Industry's revenue. Let's go back to a
company and you can select a company's revenue. You can't have that in. And let's do or edit that again, Let's get rid of the
marketing director. So go back to attributes
company revenue. So let's do one to 10 million. If we're going for, let's
say a small company, let's get rid of these ones. So the company revenue
is 110 million, or let's do under 1
million to 10 million. And then you can choose job experienced job
titles and let's do let's do job
experience job titles. Let's do like marketing, specialist, things like that, sales and marketing, whatever
works for your business, you can select that here. So that comes in handy. So let's audience
expansion is if, when you select a
certain audience, if you want to expand outside of kind of how you
made your audience, you can click this on or off depending on if you
want that or not. Let's actually look at some custom or custom
audiences now. So you can do list
uploads just the same. You can upload company
lists or contact list. Create look-alike lists. You can create a website. It's under retargeted.
Retargeting. You can do website, people who visit your
website, things like that. So for now I'm just going
to do the job titles. Sorry, I'll go back to
marketing specialist. It's like that. And then let's do. Company
revenue is under 1 million. So small companies. This will be my audience, let's say then in
the United States. And yeah, so that's my audience. You can also save
it the audience and name it something.
It's on a minute. Under one mil marketing
or something like that. So now let's move on
to the ad format. So this is where we
choose kinda how our ads will display
a single image. Ad is the most popular. And you'll see that in the
field you can do video, carousel, text, add
things like that. I'm just gonna do a
single image for now. Come down here,
associate a page. So normally when your pages linked and that's
where you select this. I don't have a company
page right now. So I'm just going to leave that blank even though it's required, I'm not
going to publish that, but you have to have an associated Company
Page placements you can do. I usually just do LinkedIn
network that just finds automatically place
your ads on LinkedIn. But then third-party publishers were LinkedIn audiences engaged. You can check that or
uncheck that to test it. I'll leave it unchecked for now. Just do LinkedIn
and then you set your daily or lifetime budget or both. So let's do a budget. Let's say $30 a day, which is about $1 thousand a
month, run ad continuously. Just different settings here. Here's where you
choose your bidding. Website conversions
is our main goal. So that's what we want to
track, maximize delivery. Or we can manual bid
so we can choose how much do we want to pay
per landing page click. So if our audiences, generally a higher value
audience than we might want to do this manual bid
strategy and increase our, what we're willing to pay. Because we know
we're willing to pay a higher price to
get a higher value. Audience to click through. So we could do that or do we can just add,
maximize delivery. We'll get the most results
possible for our budget. Depending on your strategy there you can choose one of those. So then our conversion tracking, it's not set up, but
this is what we set up before where we had
that Thank You page. And we created that conversion. Alright, so I had to
link a company page. So I went ahead and did that. And it looks like
my tracking code I installed is working now, So I have my
conversion Thank You. Page set up. It's tracking when someone lands on that page, so everything is set up. I have my audience here that we made marketing
specialists, companies under 1 million linked account and
everything's good to go. So I'm going to
hit Next and save. Then we're going to
add some creative. So I'm going to create a new ad. And this is where you
do your creative. So I'm going to upload
the same image I used for our Facebook ads. And then I'll name it funnel. Image number one. Then similar to
just the creative. Here we go. Here we can view it later.
So I'm gonna just copy my creative texts that I made for that Facebook ads and I'm just going to paste
it in here, so it's the same. Then we have our final
destination URL. So I want to drive traffic
to this landing page. So I'm going to put that
landing page right here. I guess I don't have
to copy it over. I'm just gonna go with
this as an example called an action similar to Facebook to where we can select a different call to
action. So all do. I think I did download
before you can do sign up. I'll do sign up here to
sign up for the training. So we have our
headline description called an action or image, final introductory
texts actually. So the description is optional. The introductory,
introductory text is where you will want to
actually put the copy. And it's not
showing. Here we go. So this is how a look. That's the headline
sign up and then this is the caption of the post, is the text here. So let's create this ad. And then you can always
preview it and then I'll show you what it
looks like in the feed. So if you're in a desktop feed and you're scrolling through look like this text. You should have your logo here, image called an action
with the headline here. Click on that. Will take us to
our landing page. There we go. So we have the creative setup and then
I'm going to hit Next. And then it's just to
review everything, make sure everything
looks good, and then we can launch the campaign. So we need to add
our payment method, but once we do that,
that's pretty much it. So you really want to focus on the audience and the creative
to really optimize these. And then you can always
duplicate the Ad, creating different
audience, audience. An AB test it. So hopefully that's
a quick overview of how to create a campaign
with LinkedIn ads, creating audiences,
adding creative. We looked at adding your pixel, creating a conversion tracking
and things like that. So yeah, that's how you
create a LinkedIn campaign. I hope you found that
useful and that it helps you learn how to use
LinkedIn adolescence. So I'll see you in
the next video. Good luck setting these up.
8. Productivity Tip: All right. So before I leave you with the strategies and methods, tactics that we just went over, I just want to share this
productivity strategy with you to help you get the most out of
your marketing journey as you continue to
learn other things. So, yeah, let's just
get right into it. Alright, so I have this
illustration here, and this is U on the left. You have your business
goals or learning goals. Maybe you want to learn a valuable in-demand
skill like marketing, or you're trying to learn how to market your business or maybe
a business you work for, whatever the scenario is. This is you and you
have your goal on the other side of
the canyon here, this pot of gold. What happens is, this is a scenario we can all
identify with and we start to hear about some new tour tactic or
a shiny object syndrome. And we start to do something. Maybe it's building a marketing
funnel or social media, or developing a good website
or social media ads, paid advertising on Google or Facebook or
something like that. Or maybe it's chatbox. You know, there's all
these things that we can do to market and
promote a business. And then we start to do
one of these things. Then we get that shiny object
syndrome and we learned about something else
or are introduced to another idea that we
think is really cool. So we started that and
then we started that. And what we're left with is
all these half built bridges that actually don't really
get anywhere, right? So what I want to recommend is that you pick just one tactic, one tour tactic, one strategy. Excuse me, one thing that
will be the most valuable to helping market and promote a business and you just stick with that one
thing and finish it, complete that
bridge, and then you can move to the
second most valuable, the second most impactful thing. And then you can
just go on and on. Then it will take you
to the other side, get to where you want
to be and you'll see a big improvement and traction in the growth of whatever business
you're working on. So I've identified 73 plus
different tools and tactics, different bridges that
will help businesses grow. The question is, which one is the most impactful
for your business? That I cannot. I don't know. If you need help, you can if
you need help figuring out what that one
impactful tactic is, the one bridge will
have the biggest impact on the growth of your business. Then you can just head over
to my website, AH, marketing, dot PBIS and connect
with me and then we can, I can help you figure that out. So that's the strategy I wanted to share with you
to help you be productive. I hope that helps and
really just focus on that one bridge at a
time and go from there. All right, so that
concludes this course. This was an intro course
to give you ideas and strategies to the mindset
to help you be successful. I hope you learned
some valuable methods and strategies to help you improve your marketing and develop that skill set no matter what your
circumstances are, maybe you're learning to
market a business you work for or to help improve and
grow your own business, or you're just trying to
learn an in-demand skill. But as long as you
keep on learning and practicing these
things we talked about and continue to learn
and develop those skills. You'll be better equipped
with an in-demand skill. You just need to
keep on practicing, learning and doing things like actually hands-on
in practice as well. If you enjoyed this course, please leave a positive
root, positive review below. I'd really appreciate it. And there are lot of other courses on my
Skillshare profile. If you want to learn about
some other strategies and tools and tactics related
to Digital Marketing. My name is Adrian Hilberg. You can learn more about finding the one bridge and
impactful strategy to help grow a business
from my website. Ah, marketing dot PBIS. Thanks for participating
in this course and good luck with your marketing
journey wherever it may be. I'll see you next time
in another training.
Adrian Hallberg, Digital Marketing CMO
